Progressive Party Europe March/April 2024

With a successful trade show season under our belts, the party industry turned its attention to literary characters for World Book Day earlier this month. Some controversy appeared in the national media around the event this year, with some citing it as an unnecessary expense during a difficult financial time for many.

Despite that, the event seemed to be well-received with the usual influx of social media updates on the morning. You can find out how the event was for suppliers later in this issue in our feedback feature.

Next on the agenda, just as soon as the sun decides to show an appearance is the annual summer party season. But this year, there’s extra reasons to celebrate. We are about to welcome a summer of sport, which is likely to provide a big boost for the party industry.

From June, the public will get their supporters flags ready to support their team in the Euro 2024 championship, the ideal opportunity to gather friends and family to watch the games. And that’s not all, once the footballers have gone for a well-deserved rest, we’ll be turning our attention to Paris for the 2024 Olympics and Paralympics and

yet more opportunities for parties, celebrations and commiserations.

Add this to the usual opportunities created by Wimbledon, cricket tours and the like and retailers have the ideal chance to upsell all of those flags, bunting and group costumes this summer. Find out what’s on offer in our special feature in this issue.

Elsewhere in this issue, we take a look at the balloon sector, what the trends are, what is influencing purchasing decisions and balloon art designs, and what the latest products to launch in the sector are.

Meanwhile, please do keep us up to date with your latest news – new licences, exciting product launches, fabulous marketing campaigns and partnerships – we want to hear all about it. Get in touch with katierm@ max-publishing.co.uk and robw@maxpublishing.co.uk to tell us your news, views and opinions. We love hearing from you.

A HUGE THANK YOU TO ALL OUR EXHIBITORS AND VISITORS WHO ATTENDED TO HELP CELEBRATE THE SHOW’S 70TH ANNIVERSARY AND HELPED MAKE TOY FAIR 2024 SUCH A BIG SUCCESS.

TOY FAIR 2025 will take place from the 21st-23rd January 2025 at Olympia London. Exhibitor applications for TOY FAIR 2025 will open in March on the Toy Fair website www.toyfair.co.uk

@ToyFairUK

*Please note Toy Fair is unfortunately not open to the public*

For more information on exhibition & sponsorship opportunities please email Rebecca@btha.co.uk

For PR opportunities please email toyfair@retailpr.co

As party product retailers diversify to stay ahead, consider a trip to London Stationery Show to discover existing and new best sellers for your retail store…

TOP STORY

BGC has acquired Paul White

BGC has acquired long standing fellow greeting card and stationery wholesaler Paul White and its sister business Tiger Feet Party as well as the depots in Leeds, Nottingham and Gateshead.

The acquisition has been underway for some weeks and was finally settled after BGC ceo Akhtar Zahid and Paul White got together this month.

Akhtar said both businesses have been major supporters of the independent greeting cards sector, as well as the party and gifts categories, and stationery, across specialist shops, the convenience sector, post offices, and local party specialists.

All existing staff in both the Paul White branches and head office are to remain so customers will be dealing with people they recognise while work goes on behind the scenes to combine key practices and procedures across the businesses.

The Nottingham branches are to be merged into one with a reopening scheduled for May as

MAD Product expands team

the BGC operation in the city is moved to the Paul White site.

“Paul White and Tiger Feet are both established businesses operating across a similar customer base to those of BGC, and in similar locations,” Akhtar added, “so the joining of the two businesses makes it an exciting opportunity to better serve the independent sector.

“Our aim is to ensure the wholesale market remains competitive and delivers value to our customers as they compete with major high street retailers. BGC is proud to be making this investment to support both sets of customers.”

In a Q&A for customers on the Paul White website, BGC said its focus “is to ensure we continue to give our customers the range of products they

Following rapid growth in the UK, US and Australian markets, MAD Product has expanded its team with a new creative product developer.

The company’s growth since entering the market has been bolstered by the partnerships with valued customers and collaborators who share its commitment to sustainable, innovative products.

Ruth Pearcey, partnership manager, commented: “As the demand continues to gain momentum, we recognise the necessity of strengthening our team to allow us to uphold our core values and keep delivering what our customers need.

“We are so excited to welcome aboard Daniela Vranceanu as our new creative product developer – Daniela brings with her a wealth of experience, a really great eye for product and design innovation and a fresh perspective which is always so important.

Welcome to the MAD Party.”

MARCH/APRIL 2024

need at the best possible price to stay competitive in the independent sector”, and this will include highlighting and taking on board areas of Paul White where it performs well, “to continue the great relationships built up with customers” and to review the workings of Tiger Feet Direct and BGC’s online platform to see how services can be increased.

Rubies launches Tom & Jerry licensed costumes

Warner Bros

Discovery Global Consumer Products and Rubies bring beloved duo, Tom and Jerry, back to costumes with new toddler collection.

As part of its partnership with Warner Bros.

Discovery Global Consumer Products, Rubies is launching new costumes inspired by the iconic comedy animation, Tom and Jerry.

Rubies Tom and Jerry toddler costumes both feature a comfortable plush jumpsuit with a detachable tail and headpiece, allowing little ones to jump into the action-packed adventures of a clever mouse or scheming tom cat.

Fran Hales, head of portfolio and marketing at Rubies, commented: “We know Tom and Jerry has been loved for generations and it’s even one of the most well-known animations in the world, staying this way for over 80 years. We are delighted to introduce this iconic cat-and-mouse duo to our portfolio.”

Left: Daniela joins as creative product developer.

Above: Paul White (left) and BGC’s Akhtar Zahid shake on the deal.

Above: Rubies officially licensed Tom and Jerry toddler costumes are available now from uk.rubiesmasquerade.com for trade customers. Contact a member of customer services to find out more.

PG Live has lots of great retailer fans…

“PG Live was SO very good and we came away completely inspired. Everyone we saw brought their A game to the show. There was lots of inspiration, newness and clear points of difference between the stands. We came on mass as it’s such a great show and we see it as important for everyone to come along to see the publishers and all the new product they have been developing and are on working on.”

absolutely the heart of our industry. It’s our absolute favourite show from both a publisher and retailer perspective. There’s everyone there that I love and want to talk to. We really feel looked after the free tea and coffee, the free lunch, the drinks in the evening, all of these really make it stand out as a show. This kind of connection and community is absolutely priceless.”

PG Live, as it always has such a great atmosphere – and this year’s event felt particularly inspiring and there really seemed to be excitement in the air! It was lovely to see so many card publishers under one roof, existing suppliers, as well as discovering some new ones. We came away excited and inspired, with a very long list of highlights – the product standard was so high!”

Sam Ody, lead buying manager of everyday cards  for Tesco

SAVE THE DATE

Don’t miss PG Live 2024

Tuesday 4 June – Wednesday 5 June

Business Design Centre, London

+44 (0) 7734 111633

www.progressivegreetingslive.com

@PGLiveLondon

#pglive2024

A fabulous exhibitor line-up from brand new start-ups to well-loved brands

An upbeat vibe, newness galore - and free refreshments, lunch and opening night party

CELEBRATING THE BEST IN OUR INDUSTRY –THE PRODUCTS AND THE PEOPLE

www.progressivegreetingslive.com

Hazel Walker, senior buyer of Waterstones

Heidi Early, co-owner of Earlybird Designs in Stoke Newington

The Licensing Awards open for entry

The 2024 Licensing Awards are now open for entry – with a closing date of Thursday 30 May 2024.

All of the award categories –including those for licensed products, licensed properties, retail, marketing, honorary achievement, plus the awards for sustainability, international retail and licensed live events can now be entered, for free, via the websitethelicensingawards.co.uk.

The Licensing Awards 2024 (which is owned and organised by Max Publishing) cover licensed product launches, licensing activity and licensed retailing execution taking place between 1 June 2023 to 31 May 2024.

Entry and judging of all the product categories will once again be done online – the process is quick and easy and means that there is no need to send any physical samples of products.

As ever, the product awards will be judged by key retailers from across the UK market – last year more than 200 retailers judged the categories.

All categories are free to enter. Deadline for all entries is Thursday 30 May.

The Licensing Awards 2024 have the strong backing of major names in the industry as official sponsors. The headline

Boland publishes new catalogue

In March 2024 Boland launched its new catalogue featuring hundreds of new items of party wear for young and old alike.

Boland's fun new costumes range from mermaid dresses to cheerleader dresses for girls and racing overalls to rugby outfits for the boys. And that's not all, as adults too can let their imaginations run wild with classic fairy tale dresses, cowboy outfits and astronaut overalls.

Best of all, many costumes come for both men, women, boys and girls, so you can show up to the party in the same theme as a couple or family.

The current tracksuit collection also continues to expand with hilarious prints and bright colours. The retro suits are still popular, not only because they are great fun but also because of their practicality. The tracksuits have zipped pockets and can easily be worn over your clothes.

Boland also sees a clear trend in retro (après-) ski suits, so these are also added to the extensive range. Both the tracksuits and the ski suits come in different sizes for men, women and children, so again consumers can party as a couple or even as a family.

If you’re not already a Boland customer, get in touch to be sent a catalogue.

sponsor of the awards is Brand Licensing Europe, while Licensing International is an official supporter with its UK Rising Star award also presented at the event.

For sponsorship, entry enquiries or general questions regarding The Licensing Awards, please contact Ian

Hyder, Jakki Brown, Rob Willis or Samantha Loveday.

Tickets and tables can be reserved quickly and securely online by visiting Max-Tickets.net or by contacting Clare Hollick at Create Events: clare@ createvents.co.uk or phone +44 (0)1183 340085.

Disguise extends Halo rights

Disguise, the costume division of Jakks Pacific, has announced the extension of its partnership with 343 industries as a global costume partner for the Halo franchise.

The renewal marks a significant milestone in the companies’ collaborative journey, with Disguise set to continue designing, marketing, manufacturing and distributing costumes and costume accessories worldwide for Halo fans of all ages.

The Halo brand has been a consistent top performer for Disguise. Since the first introduction of the game, the franchise has transcended the faming sphere, expanding influence across various media platforms.

Tara Cortner, president and gm of Disguise, commented: “Disguise boasts the largest portfolio of gaming costumes in the industry, and Halo has consistently ranked among our top sellers. We are thrilled to extend our partnership with 343 Industries, a testament to the enduring appeal of the characters in the Halo franchise.

“As we continue to grow internationally, we see that the Master Chief is a much beloved character for kids, adults and fans across the world. Our designs continue to refresh and reflect updates to the characters in each iteration of the game from the first release through Halo Infinite.”

Above: The new catalogues features hundreds of new lines.

Right: The Halo brand has been a consistent top performer for Disguise.

Below: The awards event will return to The Great Room at The Grosvenor House Hotel, London on Tuesday 10 September 2024.

Disguise sales drop 12% in 2023

Jakks Pacific has announced its Q4 ended 31 December, 2023, and full year 2023 results.

Net sales for the whole company in Q4 were $127.4 million, a decrease of 3% year-on-year. Gross margin was 26.5%, up 480 basis points compared to Q4 2022.

For the full year, the whole company net sales were down 11% year-onyear to $711.6 million, while gross margin was 31.4%, compared to 26.5% last year.

Gross profit for the full year was $223.4 million, up 6% compared to last year, and the highest dollar level since 2015.

Disguise sales fell 40% in Q4, with a drop of 54% in North America, and

20% internationally.

For the full year, Disguise sales were down 12% as customers continue to recalibrate to post-COVID

levels. The performance was nonetheless 22% higher than 2021.

Stephen Berman, ceo of Jakks Pacific, commented: “For the third consecutive year we have met or exceeded our key financial full-year targets. The year began with the challenge

of revenue comparisons with a 2022 hit-driven blockbuster product line, but we also saw opportunities for gross margin improvements with a normalised supply chain.”

Below: Disguise sales were down 12% in 2023, but were 22% above 2021 levels.

Early bird tickets available for Sustainability in Licensing Conference

Early bird tickets for the Products of Change Sustainability Conference (SiLC) 2024 are now available for a limited time only here - sustainabilityinlicensing.com.

The Sustainability Conference will be making its return to the Royal Geographical Society in London on Wednesday, 6 November 2024. Tickets are available to all past attendees and members of the global brand and licensing consumer products industries with an early bird rate of 10% off the full day-ticket price. Members of the Products of Change community will also receive a further 20% discount. Both inperson and digital-only tickets are available.

A space for knowledge sharing and learning; networking and problem solving; conversation and, most importantly, asking questions; the Products of Change Sustainability Conference has carved its place as the ‘must attend event’ on the industry calendar.

“SiLC 2023 exceeded all our expectations. The energy both in the room and from those who joined digitally from around the globe was phenomenal and our wonderful brand licensing and retail industries met in ways like never before,” said Helena Mansell-Stopher, ceo and founder of Products of Change.

“We are now well on the way planning our 2024 Conference where we will again showcase the industry’s continued evolution with the subject of sustainability. We have come so far in such a short time, but maintaining that momentum now is more important than ever before.”

NABAS reveals details of Party Industry Event

The National Association of Balloon Artists and Suppliers (NABAS) has announced details of the upcoming PIE 2025.

The event, which takes place on Sunday 27 and Monday 28 April, 2025, at The Slate in Warwickshire, brings together manufacturers, wholesalers, decorators, retailers and all enthusiasts of the balloon and party industry.

With a focus on collaboration and shared interests, PIE 2025 promises to be an event filled with learning, networking and celebration.

Victoria Cook, co-chair of NABAS, commented: “With all the pressures and changes in the industry at the moment, it is more important than ever for us to host an event like PIE UK. As well as being welcoming to all, PIE 2025 will offer extensive learning and networking opportunities to help attendees to upskill themselves and drive their businesses forward.”

The event will feature activities including creating room decor, industry gala dinner, parties and a range of shorter classes showcasing various instructors, brands and products.

Tickets are available for the two-day package and also as single day options at reduced rates until the end of April 2024.

Claire Carney, NABAS co-chair, added: “We sincerely hope that you will join us at this event as your presence and participation will not only contribute to the vibrant culture of the event but also signify your commitment to the unity and advancement of our industry as a whole.”

Below: PIE 2025 is open to everyone in the industry, including NABAS members, manufacturers, wholesalers, decorators, retailers and enthusiasts.

Inset: The conference has established itself as a key date for the licensing industry.

Sempertex UK joins Instagram and reveals new colours

Amscan has unveiled a new Instagram account – @sempertex.uk – as well as introducing a range of new colours.

Expect all things

Sempertex, creative and balloon artist inspired on the new Instagram account. Sempertex will be sharing plenty of how-to guides and videos, product features, trends, colour pairings, and more.

In addition, there is handy links to the toolkits, colour charts and decorator hub, as well as some competitions coming up for followers to get involved with.

And what better way to kick off than with the launch of new Sempertex colours?

Sempertex is introducing four new fashion shades – Fashion Shamrock Green 029, Fashion Deep Teal 035, Fashion Honey Yellow 021 and Fashion Sunset Orange 062.

The new tones all complement the current portfolio and are designed

to give a pop of colour to installations.

The new tones are available in 5", 12", 18", 24" and T260 modelling

Folat unveils new branding

Folat is ready for the future with a new logo and fresh new brand style based on openness, friendly colours and delivering smiles.

The branding will be carried out across all channels, starting with customer touchpoints such as catalogues, presentations and the webshop.

Folat’s ambition as a leading party supplier in Europe, along with a total review of its brand style led to the new branding, which is designed to suit the ever evolving party supplies market, while also staying true to 30 years of expertise in party products.

Wendy Meijer, marketing and communication manager, explained: “Folat focuses on the sweet side of life and as a party products manufacturer and supplier we felt a need for more lightheartedness.

“So with our logo and brand style we emphasise our friendly and open nature. Propagate our joyous identity and our passion for party products. Our motto is ‘we deliver smiles’ and that calls for a cheery colourful logo full of motion.”

The new logo features cheerful colours and keeps the wave from the previous branding, which expresses the playful and agile nature of the company. The use of various shapes shows even more of Folat’s energetic, positive and fun personality.

balloons and can be ordered from Amscan. co.uk now.

Party City launches new store format

Party City is accelerating the rollout of its new store format, following a successful pilot scheme.

The new format features a dedicated service area for Party City’s balloon assortment. The stores will serve as a testing ground for new product assortments, with a focus on categories related to children’s celebrations.

An updated queue system is designed to make space for merchandising opportunities, with the flexibility to continuously showcase different products.

Merchandising vp, Dion Miliaresis, commented: “With this introduction, we have moved away from the traditional aisle experience and have developed two birthday worlds within each store. One is dedicated to kids’ birthdays, and one for general birthday celebrations.

“These are complete mini-shops, with everything brought together in one place –this makes it easy for the customer to find everything they need and hopefully discover a few surprises and fun ideas to add to their celebration along the way.”

Below: The new Party City Format is being rolled out following a successful pilot.

Above: Sempertex is introducing four new fashion shades.

Above: Folat’s webshop will also be completely re-styled with a bright, spacious design and upgraded functionalities.

Club Green continues international expansion

Club Green’s Michele Gaudelli, commercial director and Stephanie Buckley, head of product design, visited Tokyo last month to meet with the company’s new distribution partner Shonan International.

Michele and Stephanie enjoyed meeting the team at Shonan and had the chance to visit its exhibition stand at the Tokyo International Gift Show.

Shonan was exhibiting at the Gift Show with a range of Club Green and Hootyballoo branded products and had amazing feedback from its customers during the exhibition. The team even had time to visit one of its retailers to see the products on display.

Michele commented: “It's very exciting times for Hootyballoo and Club Green, as our international distribution network grows day by day. If you are interested in becoming an international distribution partner, please get in touch. We look forward to hearing from you.”

Club Green also exhibited at the AmericasMart Atlanta this year.

Spring & Autumn Fair announce new advisory board

Spring & Autumn Fair’s new advisory board is designed to drive the continuous enhancement of the two shows, ensuring UK retail has a thriving marketplace to do business in.

The board, chaired by Stephen Spencer, ambience director at Stephen Spencer + Associates, comprises 15 of the industry’s leading figureheads who all provide valuable industry insight and advice assisting in the on-going development and growth of Spring & Autumn Fair.

Jackson Szabo, portfolio director at Spring & Autumn Fair said: “The new advisory board is a very exciting development in the shows’ history. Spring Fair has brought the retail industry together for over 70 years and Autumn Fair for over 30 years they have become the nucleus of the industry and enabled so much great business to be done.”

Laura Rae, head of community at Spring & Autumn Fair added: “As we look ahead to Autumn Fair in September and our 75th Spring Fair, we know how important it is to garner support and insight from our key partners and community. Together we can offer the best experiences possible and continue to develop and safeguard the shows to fully meet the needs of the industry now and for many years to come.”

The board is committed to guiding the shows to achieve a host of outcomes including identifying trends and opportunities within the retail industry, identifying key visitor groups, expanding the regions visitors come from and optimising experiences.

For more information, please visit www.springfair.com and www. autumnfair.com

Autumn Fair takes place from 1 – 4 September 2024 and Spring Fair returns 2 – 5 February 2025, at NEC Birmingham.

Phil Bardsley to depart Grabo

After six years of valued and appreciated work at Grabo, Phil Bardsley, UK business development manager, will leave the company.

Grabo said: “We deeply thank him for his undoubtable efforts, his true professionality, his years of experience that brought great knowledge and wisdom to the company and especially for his human touch and gentleman’s sensitivity.”

The Party People celebrates brace of awards

The Party People has won Inside Retail’s 2024 – Customer Experience of the Year, while chief party dude, Dean Salakas has been included in Inside Retail Australia’s Top 50 People in Ecommerce.

At the Inside Retail Awards, The Party People’s Augmented Reality Mirror won the Customer Experience of the Year award. The retailer was also a finalist for Omni-channel Retailer and Store Design of the Year.

Dean Salakas, chief party dude, commented: “This really would not have been possible without Uber, stockinstore, ShopExp Retail AR/VR Solutions and Starshipit. I didn’t have any money to do our Augmented Reality Mirror project and we did it anyway due to the support of these amazing partners who went above and beyond to fund and deliver this project with me. What a wild ride.”

Dean also made it to number 16 in the Inside Retail Australia Top 50 People in Ecommerce.

Right: The Club Green team visited the Tokyo International Gift Show during the trip.

Above: Phil Bardsley leaves Grabo after six years with the company.

Above: The new advisory board comprises 15 leading industry execs.

Above: The Party People took home the ‘Customer Experience of the Year’ award.

Your suppliers are your partners – they want you to succeed and sell more of their products. But sometimes you need to nudge them to get the support you deserve. Here are five ideas to help you get the most from your suppliers.

Five tips for getting the most from your suppliers

1) ASK FOR MARKETING HELP

Many suppliers support sales of their products by providing marketing materials that you can use in your store or on your website. Posters, for example, can draw attention to products and categories.

Video demos can be great, too, if you have TV screens set up in strategic spots in your store. In a National Costumers Association panel discussion in February, one of our members said she plays how-to videos provided by suppliers on TV screens in her store.

And well-designed web assets –images of products with UPC numbers, for example – can make your website design process much easier.

2) LEVERAGE YOUR SUPPLIERS’ MEDIA SUCCESS

Did you see the news that Hollywood star Megan Fox used hair colour from Manic Panic, an NCA Vendor Member, to create her Grammy look? Or did you catch the CNN report about Halloween make up that mentioned Mehron, another NCA Vendor Member? If you carry products from suppliers who are in the news, sharing these media successes on your store’s Facebook and Instagram page could help drive sales.

3) ASK FOR IN-STORE DEMOS

Many suppliers are happy to come to your store and do a demonstration of their products. This requires planning and space, of course, not to mention a commitment to stock the products. But in-store demos can be fun and create buzz. And they can be a great addition to a special sale event in your store.

For example, Chicago Costume included

a demo from NCA Vendor Member Artemix, a company that makes temporary tattoos, during its big Halloween open house last autumn. Attendees loved getting the free tattoos and the company’s presence added to the lively atmosphere.

4) ASK FOR ADVERTISING OR PROMOTIONAL DOLLARS

It’s not common in our industry, but you may be able to persuade a supplier to help you pay for advertising if you include its product image in the ads. Large retailers routinely do this because they know that manufacturers see great value in having a big retailer promoting their products. You probably don’t have that kind of leverage, but if you’re planning a big ad campaign, it can’t hurt to ask your suppliers if they’re willing to chip in.

5) ASK FOR SPONSORSHIPS

Are you planning a ‘zombie walk’ or a holiday parade in your community? Or a big Mardi Gras event in your store? Lean into your suppliers for help. If they think an event will give them decent exposure, they might be willing to sign on as a sponsor, or at least provide some free product that you can use and/or sell during the event.

WHAT WILL YOU DO IN EXCHANGE?

To really maximise your relationships with suppliers – and get the leverage to ask for better discounts and other benefits – you should be willing to do something in exchange.

For example, consider adding a new category of products. Many NCA members succeed with toys, games, décor, party supplies and countless other non-costume categories. If you want to cement a partnership with a supplier or group of suppliers, consider creating a new category and having those suppliers as your primary brands in that area.

Take that concept a step further and create a special department or section. Some NCA members have a special section devoted to Christmas, for example. Several NCA Vendor Members – such as Kurt S. Adler, Trick or Treat Studios and Ghoulish – sell Christmas ornaments. A section of your store full of these items could definitely generate Christmas sales, and the suppliers you feature will value your partnership.

Finally, consider adding new suppliers. This can help bring new, fresh ideas to your store. And if you expand your selection to include products from smaller, lesserknown suppliers, it’s likely you’ll be the only store in your community carrying those products….and those suppliers will be grateful for your support and work hard to sustain the relationship.

...so water you waiting for?

From beach outdoor games to perfect poolside inflatables, water guns to bubble blowers, and everything in between, Henbrandt has something to buoy your spirits this sunny season. Seize some sizzling hot deals in our summer re-stock!

BUBBLES GLIDERS

If you’re not working with us – we welcome you. Get in touch on +44 (0)1473 321900

or email sales@henbrandt.co.uk

• www.henbrandt.co.uk

FEEDBACK

Despite some controversy in the media this year about whether schools should encourage dressing up for World Book Day, social media was still flooded with little ones dressed as their favourite literary characters, and the annual celebration of the power of reading remained strong, according to suppliers.

INSIDE STORY

The 27th World Book Day in 2024 was widely celebrated in schools and childcare settings throughout the UK. This year, the charity renewed its strategy and placed an emphasis on partnerships to build momentum

FRAN HALES

head of portfolio and marketing,Rubies “With schools looking to steer away from purchased costumes to focus on more themed and DIY outfits, we had some reservations leading into World Book Day. However, due to key campaign beats and sales focuses, we have been encouraged with the results, especially with our licensed properties, including Wizarding World, Wizard of Oz and Willy Wonka. One of our biggest launches for 2024, The World of Walliams, which we are delighted to say, showed strong sales in our first season as the official licensee.

“Each year we ensure that focus is on comic book heroes, who are equally as important when it comes to enjoying literature at a young age. We are pleased to once again see a rise in demand for our Spider-Man and Marvel ranges, in particular, Spidey and his Amazing Friends, offering every budding superhero imaginative play all year round.

“Due to the economic conditions, consumers have been looking to customise their costumes more in recent years and seek value for money, which is why our Wizarding World Accessory Sets remain top sellers. The Wizarding World Accessory range includes glasses, wands, brooms, and cloaks from characters Harry, Hermione, Luna, and Wizarding houses. We are pleased to have a broad range of products available for everyone at every price point, including accessory sets, deluxe and classic editions and more.

“During this period, we have been introducing new licences and developing new products including Warner

and help spread its message of the importance of reading in young lives. Here, key costume suppliers share their experience of sales, demand and the challenges and opportunities faced for this important event in the party industry calendar.

Bros’ Tom and Jerry, Where the Wild Things Are and Ted Lasso, which are available to order today. Always ahead of the curve in retail offering, Rubies is providing more retail solutions for both marketing support, product ranges and POS solutions than ever before, to find out more, contact a member of customer service.”

Rubies’ Willy

SAM TAYLOR

category manager –dress up, Amscan

“As proud sponsors of World Book Day, we are delighted with how Book Week has performed this year. Our new collection Diary Of A Wimpy Kids and Tom Gates are some stand out performers this year, with both online and high street retailers benefiting from these unique styles.

“The core ranges in Harry Potter, Dr Suess, and storybook characters were once again highly sought after in 2024. Key trends with Book Week are popular books, and at Amscan we have that covered.”

SERGIO BATTANER sales and marketing director, Palmer Agencies

“I don’t have a huge amount to report on World Book Day. There was no great boost in sales, but I’d say that schools were not as pernickety as in the past and gave parents and students more freedom to dress up or not – whereas in some cases in the past, there were schools asking parents not to dress up to avoid spending on costumes. All in all, the event is still a reference in the party market.”

DOMINIQUE PECKETT director, Smiffys

“World Book Day sales for us at Smiffys were strong this year. It seemed to us like the buzz around the event was back. After a couple of years of schools choosing different ways to celebrate and steering away from costumes, this year the enthusiasm for dress up was back. We saw our social media feeds flooded with excitable kids heading to school dressed as their favourite characters, clutching a well-loved book.

“Classic storybook costumes remain amongst our top sellers with fairy tale characters, animals, pirates and witches selling well. Smiffys’ Julia Donaldson collection continues to be a favourite, with The Gruffalo & friends celebrating the 25th anniversary this year. As seen across the board, accessories have also been trending for World Book Day as parents utilise these to create their own costumes.”

LIANNE TAYLOR

director of marketing, Disguise EMEA

“Disguise celebrated the first World Book Day with a full UK team in place, which meant we were excited to see more and more of our costumes on the school run on the morning of Thursday 7 March. While we received mixed feedback from our retail partners, some reporting an uplift on previous years and others seeing a softer event, overall, we are excited looking ahead to working with retailers on World Book Day 2025.

“We were also excited to partner with Smyths on World Book Day Influencer campaigns supporting its exclusive range of costumes.

“Anecdotal feedback from parents and schools, demonstrated that some communities reacted to the cost-of-living crisis by focusing on reading without the dress up element. While most schools did celebrate the day with students, teachers and staff dressing up as their favourite book characters and more.

“We also noticed a trend in the second-hand market, with Vinted being listed as the retailer in TV and press spots promoting the best costumes for World Book Day. These are challenges that the dress up market will face looking ahead to World Book Day 2025. We plan to tackle this with world class product development and costumes for the top brands in the UK.

“Key trends for this year amongst World Book Day dress-up included generic costumes, as well as licensed – and continued the trend of nontraditional book characters growing in popularity, as children enjoy licensing in the publishing world –from Disney Princess storybooks to Minecraft annuals.”

Left: Palmer Agencies’ Googly Eye Bat Child Costume

Above left: Some of Amscan’s World Book Day range. Right: Pirate and Gruffalo costumes continue to be best sellers for Smiffys.

Left: School runs featured many of Disguise EMEA’s costumes on this years’ World Book Day.

EXCITING NEWS FROM UNIQUE PARTY!

We are thrilled to share some fantastic news with all our valued customers and partners: Unique Party is delighted to announce our partnership with the renowned industry leader and innovators in the decorator balloon market, TUFTEX Balloons! TUFTEX is known for having the highest quality latex balloons on the market, as well as being the color trendsetters in the industry.

Our Vice President, Jim Cairns, is eagerly looking forward to collaborating with the entire TUFTEX team, including the owner, Allison, her sons Gage and Dominic, and daughter-in-law Meg. This partnership is set to be a game-changer in the decorator balloon category, with both companies aligning to build a strong, lasting and highly collaborative partnership.

WHAT CAN YOU EXPECT FROM THIS EXCITING PARTNERSHIP?

EXTENSIVE COLOR AND SIZE SELECTION: At Unique Party, we understand that variety is key when it comes to planning unforgettable events. With this partnership, we will be stocking TUFTEX products in all colors and sizes, providing you with a vast selection to choose from no matter your theme or occasion, we've got you covered!

EXCLUSIVE DISTRIBUTION: Unique Party is thrilled to be the exclusive distributor for TUFTEX products within the UK and Europe to our retailors and wholesalers. It's our commitment to bringing you the most unique and high-quality party essentials.

We believe that this partnership will not only elevate our product offerings but also enhance your party planning experience. Together, we'll take celebrations to a whole new level!

Stay tuned for exciting updates, new arrivals, and exclusive offers as we embark on this incredible journey with TUFTEX Balloons. At Unique Party, we're dedicated to making every moment memorable, and this partnership is just one more way we're fulfilling that promise.

Thank you for being part of the Unique Party family. We can't wait to celebrate with you, hand in hand with TUFTEX, for years to come.

For inquiries, orders, or to learn more about our upcoming products, please visit our website at www.favors.com/uk or contact our friendly customer service team at uksales@favors.com / eurosales@favors.com

The balloon world is about to change

Meet Gemar Creator, an innovative, easy and truly complete tool that rewrites the rules of professional balloon design

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Realistic preview of compositions and final recipe

Whether it’s a small bouquet for a birthday at home, or a major installation for an event in a venue, balloons remain a popular décor choice for parties of all kinds. Progressive Party finds out what the latest trends in the sector are, and what new products are launching.

with their flowing shapes and varied sizes, offers a refreshing twist on traditional balloon décor, captivating guests with their unique aesthetic.”

Size matters when it comes to balloons, says Jacob Megram, training and education manager – balloons at Amscan. “Balloons continue to provide those all-important Instagram moments’ for consumers. In many cases, where

INFLATABLE

ART

Following a spike in sales during lockdowns, balloons have since sustained their popularity in the party industry for a wide range of event décor designs, as well as gifts, with social media propelling their on-trend status, as well as driving new trends within the sector.

Organic arrangements are still popular, while social media often dictates what colours are trending. Mark Brett, UK agent for Globos Payaso, explains: “The current two key words being organic and colour. Organic refers to shape of design and colour refers to, wait for it, colour. It’s all about what colours are trending via social media. With the advent of balloon stuffing, fusion or blending (the technique of putting one balloon inside another) has created a huge colour palette.

“Naturally social media has played a big part in all this change. Allowing balloon decorators to share their ideas and designs throughout the world and of course benefit from the creativity of others. Balloon events and big builds have become the focus of many of the world’s

top balloon artists. The creativity and organisational skills involved have become something to behold. Balloon decorating has, in my opinion, become an art form of its own.”

Holly Burgin, sales executive at Favors agrees: “Organic balloon displays remain an on-trend choice, adding fun and elegance to celebrations. Balloons continue as key elements in event décor, serving as eye-catching focal points and versatile photo backdrops.

“The rise of organic arrangements,

Above: Organic and colour are the buzz words for balloons, says Globos Payaso. Right: A blend of organic and traditional techniques is emerging as a trend, says Qualatex.

Balloon artists themselves also have a huge influence and are looking to create new and exciting designs. Julie Dommett, head of marketing for Pioneer Europe, comments: “More and more balloon artists are now looking to differentiate themselves in the market by offering something a little different from a standard organic-style garland.

“Some are starting to offer more classic décor, some are offering a fusion of classic and organic styles, others are adding a ‘wow’ factor by adding distorted balloon flowers, butterflies and bows to their creations.”

Qualatex offers a range of courses to teach balloon artists about these techniques and is offering the Qualatex Masterclass, the first of which takes place on 18 April, 2024.

Jacob concurs: “Organic balloon décor continues to dominate the latex balloon world, but we are beginning to see a resurgence in classic décor too. It’s fantastic to see these two styles merging in large scale décor. I have been particularly inspired by single colour, monochromatic displays and can’t wait to see this gain more momentum in 2024.”

The use of different textures and colours is also popular. Holly continues: “Foil balloons sporting matte finishes and on-trend tones are gaining popularity, reflecting evolving tastes in event styling. No longer confined to bright hues, balloons now contribute to setting thematic tones for parties, enhancing ambiance with their sophisticated allure.

“Whether adorning weddings, birthdays, or corporate events, balloons play a multifaceted role, infusing spaces with charm and personality. As the demand for distinctive and social mediaworth décor continues to grow, organic balloon displays, and trend-setting foil balloons remain indispensable tools for elevating celebrations to new heights.”

Texture is important at Amscan, too. “The use of different textures in balloon décor continues to provide inspiration to many,” comments Jacob. “The introduction of Amscan Spheres is going to take this to a whole new level. The smooth matte finish provides an additional texture that we haven’t previously had at our disposal, as well as their large size offering another dimension to design.”

Of course, balloons have come under scrutiny as the issue of sustainability has

Above: Globos Payaso’s new DIY Garlands are entirely plastic free.

Left: Grabo is placing a focus on sustainable materials in 2024.

Below left: Qualatex is seeing a trend for creating a ‘wow’ factor with distorted balloon flowers, butterflies and bows.

Below right: Available in seven shades – lemon, pastel pink, pastel blue, pastel peach, silver, cream and eucalyptus, the new Spheres from Amscan complement the foil portfolio and the Sempertex range, including the pastel dusk and pastel matte formats. An innovative material allows the balloons to be inflated to a minimum of 18” and a maximum of 22, with a float life of three to seven days.

come into focus over recent years, and many suppliers have pivoted to utilise new, eco-friendly materials in the manufacturing of their balloons as a result.

Grabo works hard to combine beauty and sustainability in its product offering. Jonathan Grassi, executive managing director, explains: “In addition to the continuous exploration of new trends, new colours and new shapes, there is always a careful search for new materials that are increasingly sustainable and environmentally friendly.

“Starting in 2024, our 18” balloons will be composed of 40% recycled material. This is a big step for us towards a greener and more sustainable world. We strongly believe that each of us can make a difference.”

BALLOON INNOVATION

The new DIY garlands from Globox Payaso are constructed by the consumer using instructions via a QR code on the packaging.

Pioneer Europe received positive feedback at Spring Fair on its new printed 11” latex designs including the Baby Footprints Cashmere and Blush assortment.

movie

Sempertex has launched four new fashion shades – Shamrock Green, Deep Teal, Honey Yellow and Sunset Orange – all complementing the current portfolio either through monochromatic combinations or dopamine fixes. The new tones are available in 5”, 12”, 18”, 24” and 260 modelling balloons.

Also new in the printed 11” latex collection from Pioneer Europe is the happy birthday assortment on Blush, Cashmere, Grey and Pink.

The 18” foil Hello Baby design in neutral from Favors is perfect for a baby shower or gender reveal.

Hootyballoo has introduced new 34” Number balloons – and ‘no need for helium’ either as they come with a straw to blow up.

From this year, Grabo’s 18” balloons will be composed of 40% recycled materials.

Favors offers happy birthday designs for a range of family members in its 18” foil offering.

The Tropical Greenery all-over pattern on Cactus from Pioneer Europe is ideal for inclusion in floral bouquets and organic décor.

Amscan has added Lilo and Stitch to its licensed balloon offering. Orbz join the line-up with a range of other shapes, sure to be a hit with the new

dropping in the summer.

The SuperShape Stitch from Amscan is new to the portfolio and is joined by the Orbz and a mini inflated foil.

Fashion Sunset Orange 062

Fashion Deep Teal 035 Fashion Honey Yellow 021 Shamrock Green

SUMMER OF SPORT

2024 holds an exciting summer of sporting events, beginning with the UEFA Euro 2024 championship in June and July, then the Paris 2024 Olympics in July and August, followed by the Paris 2024 Paralympics in August and September, alongside the usual Wimbledon tournament, cricket matches and other highlights. The party industry is ready for a summer of supporting our teams. Key suppliers outline their expectations.

Following a challenging few years, the summer of sport in 2024 is set to bring excitement to consumers throughout the UK, Europe and the world. Supporting home teams brings ample opportunities to get together, party, celebrate - and possibly commiserate - while decorating homes, cars and ourselves with flags and sports-related icons.

Holly Burgin, sales executive at Favors, comments: “The European Championship and Olympics promises to be a beacon of joy and excitement for the British summer. As in previous years, the sporting events unite communities across the nation in support of our athletes.

“As anticipation builds, we hope the streets will come alive with vibrant gatherings and

jubilant parties, adorned with flags and echoing with chants of encouragement. From bustling city squares, to quaint village pubs, the spirit of camaraderie will be palpable as

friends and families come together to witness the spectacle unfold.

“We hope retailers can tap into the event with themed merchandise, social media campaigns and promotional events, with cross category offers, from décor to tableware and

Sporting events offer strong opportunities for suppliers, not just in themed products, but also novelty costumes. Dominique Peckett, director of Smiffys, explains: “Nothing quite brings a country together like an international sporting event, and this year, we’ll see two of the biggest, with both the Olympics and the Euros kicking off this summer. Every game is a chance for fans to celebrate – with garden parties, pub trips and BBQs in support of their favourite teams.

Boland sees increases in sales for many novelty and group costumes ahead of sporting events, such as its Pinata suit. Amscan has seen an increase in pre orders of flags and bunting ahead of the Euros.

“These tournaments are the perfect opportunity for themed décor and costumes, and with the events spanning across the summer months, we expect to see a season of celebration. Events like this are great for us at Smiffys. With obvious opportunities for both supporter themed décor and costumes, sporting events also see a rise in novelty and group costumes, as customers enjoy celebrating their nation’s wins together.”

Following restricted events over recent years, MAD Product is expecting pent up demand this year. Ruth Pearcey, partnership manager, says: “We think the Euros 2024 will be a great event for retail and we’re excited to be partnering with some great retailers on their themed promotions. After a period of restricted attendance at sporting events over the last few years, and the fan restrictions at the previous tournament, the Euros 2024 will make a return to the electrifying atmosphere of packed stadiums, which is really exciting.

“It’s going to be an opportunity to come together, share experiences and create lasting memories. Be that at home, in the pub or the stadium, we think people will really get into the spirit of the game. We expect retailers will see great sales from items like waving flags, bunting and wearables.

“As always, good weather will only help to boost sales with people likely to take the party outside with bunting and BBQs in the sunshine.”

really want to look glamorous, we also have flag coloured lashes.”

Amscan has created a dedicated catalogue for the events. Jen Wilson, head of marketing and design, expands: “Here at team Amscan, we are really looking forward to this 2024 summer of sport. So much so, we’ve just released a dedicated catalogue for the occasion, with everything you need to celebrate sporting events this summer.

“School sports day?

Euros football fanatic?

Watching Wimbledon? Or getting Olympics and Paralympics ready? We’ve pulled together a handy diary tool online to help identify some of the many occasions this summer has to offer and the dates they fall on.

“From Team GB paraphernalia, through to items for all our home nations and further afield, our wide assortment of products is ready to help retailers and customers celebrate. With the teams

from our British Isles looking better than ever, we are sure people are going to continue to use this opportunity to continue to unite communities and support our sports people.”

Others have curated their ranges ready for retailers to stock up. Paul Lewis, UK&I sales agent, Widmann, says: “At Widmann, we are really looking forward to the European championships and the Olympics in the summer. We are expecting these events to be well regarded by the British public as they normally are.

“We have a range specifically for sporting events in our B2B platform. I think we will have success with our new flag tracksuits, but also with some of our classic items including our

With football already a popular theme, events like the Euros help to amplify sales of existing lines. Michelle Comerford, head of sales at Pioneer Europe, outlines: “Football themed balloons sell well all year round, but we do see sales peak around big sporting events like the Euros and Olympics. Of course retailers will sell what they display, so if they show a good variety of sporting themed balloons and accessories in advance of the events, they are likely to generate more orders.” Opportunities expand outside of the Euros and Olympics and Paralympics too. Mark Brett, sole UK agent for Boland, outlines: “Big sporting events are one of the corner stones for the party industry. For 2024 quite clearly the Euros stand out alongside the Olympics, which being in Paris, makes it much more significant. Not just being in Paris, but being in Europe, which makes the timings of events much more compatible to European audiences.

“Back to the UK, top class cricket attracts crazy dress up themes and to a lesser extent, Wimbledon, where dress up tends to confine itself to headwear.

Boland has the ranges to cater for many sports, football, racing, new for 2024 will be rugby outfits and its champion products. Not to be overlooked are the combinations and sizes of bunting which complement many sports and nations and for the winners, there are numerous styles of trophies and medals.”

Costumes and decorations have been key for Amscan. Jen tells us: “Wearables have already been proving popular to pre order in patriotic shades, as well as in single block colours for items such as wigs, face paints and boas. Decorations including flags and bunting have also seen a pre order increase for England and Scotland, ready ahead of the Euros to kick off this June.”

All of these sectors are covered in the new product launches outlined over the page.

Far Left: Widmann’s Flag Tracksuits include a Union Jack option for England and Team GB supporters.

Left: Grabo has a wide range of sports-related foil balloons which has recently expanded, to celebrate all sporting events.

Top: Smiffys’ England range includes flags, bunting, hats, wigs and more. Above: The Come on England range from Hootyballoo is perfect for supporting England in the Euros.

Right: Bubble Balloons from Qualatex can be personalised with tassels for team and country colours.

FOCUS ON

The Pinata hooded jump suit from Boland would be great for darts among many other fun sports events. Available in three sizes

Amscan’s new GOAL! Range is ideal for celebrating. With tableware, décor and decorations, and even a snack stadium for match days, the range is an ideal way to show your support.

Qualatex Bubble Balloons are ideal for displays as they stay inflated for weeks.

Hootyballoo will create the perfect party atmosphere for watching the games.

Smiffys has a range of England themed décor and accessories to help customers celebrate this summer.

Hootyballoo’s

Amscan’s football balloons are ideal for showing support this Euros season. With seven colours the balloons can be personalised with vinyl team names.

The Rugby Ball balloon from can be personalised with the name of your favourite team or greetings.

tableware includes cups and napkins to create the perfect football party.

Microfoil Soccer Ball balloons from Qualatex are available in 9”, 18” and 36” options for all arrangements.

Don one of Widmann’s wigs to show your support during this year’s sporting spectacles.

The Favors range includes themed plates, cups and napkins, and decorations and tableware.

Sempertex latex balloons are ideal for recreating the Union Jack flag, adding impact to any event or shop window. Use Fashion or Reflex colours for various styles and finishes.

FOCUS ON SPORT

Pair

Balloons, banners, tableware, flags and more make up Hootyballoo’s Come on England range.

Widmann is expecting its new Flag

The football party range from Favors features iconic football designs and neutral colours of white and green, adding the perfect touch of sophistication to any gathering.

up item for retailers that are expected to perform really well for the Euros 2024.

No support squad is complete without a waving flag like this one from Hootyballoo

Kit

Grabo

yourself out with Smiffys wearables ahead of the summer of sport.

extended its sports themed offering at Nuremberg this year, with a new tennis, basketball and rugby design to join its soccer ball.

The Come on England tableware from Hootyballoo features gold detailing and ‘It’s coming home’ slogan.

Red, white and blue and popular slogans adorn Hootyballoo’s themed balloon offering.

Pioneer’s 3ft latex balloons with different colour latex balloons to personalise for team colours.

Widmann’s range offers a collection of wearables with various flags to support any team this summer.

The 9” Soccer Ball air filled foil balloon is a great option for any retail outlet from Pioneer.

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Aneesa Beasley, vp of commercial trading EMEA for Disguise, joins PPE this month to chat about emails, consumer spending habits, licensing and more.

Keep focused on the goal

HOW LONG HAVE YOU BEEN AT THE COMPANY?

A little over a year, I joined in January 2023 – but it feels like a lot longer.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

Being promoted to vp in July, Disguise is a great place to support and recognises progress.

FAVOURITE PART OF YOUR JOB?

Variety, my role encompasses all commercial development – product, retail, brand and importantly, price. It’s a great sense of achievement to be able to deliver a product and services for a customer or brand, that delivers on consumer needs and is commercially viable for everyone, while still offering the consumer great quality and value for money.

LEAST FAVOURITE PART OF YOUR JOB?

Emails. We seem to have lost a lot of face-to-face and personal connection following the pandemic.

WHO IS THE UNSUNG HERO OF THE COMPANY?

This is a hard one. We genuinely have an amazing team across the globe, who all work extremely hard, so it’s difficult to single out one person. Disguise EMEA is still in relative start up stages, with a new team, but I am fortunate to work with some of the best veterans in the industry.

I would probably say a special call out to Olivia Lewis,

who is our development and licensing specialist, she is extremely organised and holds the team together, keeping us all on track (especially me). Then our latest addition to the team, Mark Titley, who joined us in

December and in a very short time has made a huge impact on some priority projects and is being a massive support to the commercial teams.

WHAT IS THE BIGGEST CHANGE WITHIN THE PARTY INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?

I joined the dress up industry back in 2006, and during my time, I have seen lots of change. The industry is niche, and market tends to be cyclical, and we have been faced with a lot of compliance changes. However, the biggest change is the consumer; spending habits and when people are participating in party and dress up and who is getting involved, has shifted significantly in the past five years, leaving  the market soft right now, however fortunately licensed dress up seems to be bucking the trend.

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN?

Have a goal, build a plan, communicate the plan. Don’t be scared to take diversions along the way, but keep focused on the goal.

BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE LAST YEAR?

The power of marketing and retail activations, to be able to differentiate our offer through more than price.

IF YOU COULD CHANGE ONE THING ABOUT THE PARTY INDUSTRY, WHAT WOULD IT BE AND WHY?

Challenges with counterfeit and IP infringements. We continue to see an increasing number of unlicensed products, being passed off as official merchandised products. As a business, we spend time and a lot of money on licensing contracts, product development, marketing and most importantly safety and compliance, and it’s frustrating to see small suppliers, with little overheads bring unofficial and often unsafe products to the market, which devalues the category. It would be great to find a way to eradicate this from the industry.

IF YOU DIDN’T WORK IN THE PARTY INDUSTRY, WHAT INDUSTRY WOULD YOU WORK IN AND WHY?

I had a break from the industry in 2020 and did a stint in nursery, which was great fun, and I learnt a lot, but I think costume and licensing are my calling.

Left: Aneesa Beasley

Below: Licensed dress up, like these official Avatar costumes, seems to be bucking the trend for Disguise.

Let’s hope for a BUBBLING HOT summer 2024! Make sure you’re stocked-up with this firm favourite of children…

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