Progressive Party Europe December 2021 by Max Publishing: Print, Digital Media + Events (London)

December 2021

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2021 has been something of a year of two halves. We began the year in lockdown in the UK, many parts of Europe and the world, having spent Christmas at home with our immediate families, desperate to try and make the festivities special, despite the restrictions. The first quarter of the year continued in much the same vein with events that would usually be key dates in the party industry’s calendar, being Above: Progressive Party Europe’s celebrated on a much smaller scale. World Book Katie Roberts-Mason. Day was conducted as part of home schooling for many, while Valentine’s Day was really just about the other half at home. As the world began to open up again, the great garden party began and consumers began to catch up on all of the missed celebrations in the safety of the outdoors. The pent up demand for parties offered some welcome relief for the industry and when retail finally began to open up again, too, you began to see some green shoots of recovery. The first big event to bring the world together, though, was Halloween and October saw consumers really get the party started. The response from both retail and suppliers has been phenomenally positive and many sold out before the main event, helping to offer the industry, in particular the independents, a much-needed injection of cash. We’ve chatted to some key suppliers on page 20, who all say Halloween surpassed all expectations. As we begin the month of festivities, it seems consumers are ready to party again, and hopefully help us all to see in the year in style. 2021 has provided some huge challenges to the party industry and many other industries alike. Along with the ongoing uncertainty around the pandemic, there has also been the burden of Brexit and the enormous problems associated with freight, meaning that stock has at times, been almost impossible to access. Looking ahead to 2022, as the world (hopefully – Omicron permitting) opens up a little more, the industry will be hitting The Mirage in Las Vegas to restock for Halloween and the rest of 2022’s celebrations at the Halloween & Party Expo. Read our interview with the organisers on page 26 and find out what exhibitors have in store for the show from page 29. What has astounded me, however, in my first year in the world of party, is your positivity and staying power. No matter what is thrown at you, the onwards and upwards motto, the humour, the innovative ways to overcome difficulty, has been unfaltering. There was no way you were going down without a fight and hopefully there is now some light at the end of the tunnel, to enable you to sit back with a glass of something and enjoy a party of your own over Christmas. Goodness only knows you deserve one. Have a wonderful break, and we’ll see you on the other side.

@Prog_Party_Eu

Katie Roberts-Mason - Editor Rob Willis - Publishing Director

ISSN 2058 797X

DECEMBER 2021 PROGRESSIVE PARTY EUROPE

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CONTENTS

What’s inside: SEPTEMBER 2021 NEWS

The latest worldwide party sector news

FEEDBACK

How was Halloween? Not so bad…

LETTER FROM AMERICA

Ed Avis’ signs off 2021’s Halloween report

COMPANY FOCUS

Meri Meri’s products inspired by childhood imaginations.

SHOW PREVIEW

Halloween & Party Expo, Las Vegas.

VALENTINE’S DAY

Romancing the balloon

09 20 23 24 26 35

20 26

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NEWS PAGE

NEWS UPDATE Rubies unveils Christmas, All Dressed Up campaign Rumoured to be hand-delivered by Santa, the #AllDressedUp campaign will highlight and emphasise the appeal of a costume gift and how it’s a present which can be used again and again. At the forefront of Rubies’ new initiative will be new and inspiring content, created in a photo shoot by Rubies and industry specialists, with a cast of 10 adult models and 13 children over a two-day period in a townhouse in Bath. The group shot evergreen favourites and new costumes for upcoming cinematic releases. Rubies’ social media campaign will also involve multiple giveaways and competitions, some of which involve premium ranges up for grabs. A 12 Days of Costumes giveaway across social channels will be joined by polls, quizzes and more interactive

content in the countdown to Christmas. Fran Hales, head of content and marketing, commented: “All Dressed Up is not just for Christmas, we see it as our 365 campaign to support key seasons across the year. With Christmas, costumes or accessories are mainly associated with nativity plays and Santa fun runs. We aim to flip this belief on its head, as costumes are in fact the perfect gift for kids. “Like the Christmas meal trimmings, a costume can be the perfect accompaniment to any festive movie binge. We want to promote the costumes as the alternative gift along with the awareness to donate your old costumes, to be enjoyed all over again by someone new.” Right: Rubies is aiming to promote costumes as a Christmas gift in its new campaign.

GoDan introduces plastic free plates and cups In partnership with Polish engineers, GoDan has created a line of Single Use Plastic compliant cups and plates. The range, which is all produced in Poland, therefore further reducing the environmental impact of the collection, has all the required certificates. The plastic free plates and cups are available in the Polka Dot and Solid Colour ranges and GoDan plans to extend the collection in the future. Janusz Kraszek, ceo and owner of GoDan, commented: “We are planning to introduce a new Halloween collection and it will also be produced

with the plastic-free technology. We are very happy about the new cooperation and we are looking forward to having more and more lines we can offer to our customers. “Cooperating with a local (here in Poland) factory is also great for us because we can produce very quickly. It’s especially important in these crazy transportation times. And the price is also quite OK when comparing all positive aspects vs transportation costs etc.” Below: The plastic free plates and cups are available in the polka dot and solid colour ranges.

Grabo focuses AW21 collection on pastel colours In 2021, Grabo’s Christmas range has moved away from traditional colours and embraced pastels. Grabo has reported that the launch of its pink and multicoloured candy cane has resulted in an explosion of customer requests. Following its pink Halloween collection, the modern take on Christmas is proving a hit with retailers. Jonathan Grassi, managing director, Grabo, commented: “They are versatile products, which can also be combined for Halloween and for birthdays in candy style. “The style has dominated the market for some time now, and is suitable for little ones, but also for all those adults who want to find the child within themselves.” Above: The new pastel Christmas collection follows the success of Grabo’s pink Halloween range.

For the latest news visit PartyWorldwide.net

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PARTY NEWS

Consumers are planning parties at home, says research A recent survey by Kantar into consumers’ party and celebration plans, has shown that more than half are not planning any celebrations outside of their own home in the next three months. The study split party planners into three groups and showed that the majority were still cautious about holding parties or gatherings now that restrictions have been lifted. The proactive group who intend to plan more parties than before, were in the minority with only 10.1% of the respondents; The unaffected group who plan to hold the same number of parties as before, made up 29.1%; and the cautious group, who are intending to hold no

parties, or fewer than before, made up the majority of the respondents with 43.6%. Home is where the party will be this year, with 43.6% of respondents saying they are planning gatherings at home, and only 12% expecting to visit venues outside the home over the next three months. 64% of respondents are planning to host Christmas this year, while 50% are organising gatherings with friends and family, and 49% are arranging birthday parties. Supermarkets were the favourite destination for party supplies, with 39% saying they would shop for supplies there. 27% planned to shop in bargain retailers, 23% will shop online,

Right: More than half of consumers are not planning any parties outside the home in the next three months.

4% will go to party stores, and similarly 4% plan to use independent retailers for their supplies. After a subdued Christmas last year, 6% of shoppers plan to spend more on Christmas this year, with 13% expecting to buy more decorations and 19% planning to spend more on cards and wrapping paper. When buying party supplies,

Gemar celebrates 10th Annual GemarDay The event in Sofia, along with The Balloon Trip in the US, bought Gemar colleagues together in person for the first time since before the pandemic. GemarDay took place on 11th November and welcomed many familiar faces, as well as new people. Roberta Pinto, Claudio Casagrande and Vincenzo Musto shared their passion for balloon art with an eager audience. Not to be outdone, the Balloon Trip event in America featured a packed schedule. Every workshop was a party, some even accompanied by salsa music. Ambassador Tampilipe joined the event for the first time and attendees took in the Balloon Idol Contest, The G Party Don’t Stop Contest, a class by Fabio Raian, and more. Clara Vaugelade-Tafani, marketing manager, commented: “Now we are turning our attention towards 2022 and planning many more events to come.

Nobody knows exactly what will happen but we are determined to stay hopeful and we know that we will certainly meet again, one way or another.” Above:The 10th GemarDay was held in Sofia in November.

cost was the biggest factor affecting decisions. 60% of respondents said low prices were important, while 33% said they look for promotions, 33% said convenience was important and 23% were looking for quality products. Kantar’s research was carried out in October 2021 with 51,080 respondents.

Boland introduces Korean Games masks The new range of Korean Games masks from Boland is available for pre-order now. Boland’s latest mask collection will be available from 16 December and can be preordered now. The range includes a Mask Leader, a Mask Square, a Mask Triangle and a Mask Circle. Mark Brett, sole UK agent for Boland, commented: “Boland is delighted to introduce four new Korean Game Masks to meet the demand for this amazing craze in dress-up.” Right: The Korean Games masks are available in four designs.

NABAS launches environmental campaign The National Association of Balloon Artists (NABAS) has launched a new campaign to urge its members and their customers to choose environmentally friendly party supplies and options when planning their next event. The new initiative asks party planners

to opt for a ‘green’ colour scheme and provides print materials and online resources to better educate the industry and consumers about the positive impact small changes can make. Comprising of digital and print materials, the campaign caters for key areas of the industry including weddings, baby showers/gender reveals, children’s parties and corporate events. There are online information resources in the form of blogs and guides, plus downloadable assets and shareable content which members can use on social media. NABAS members are provided with educational and training

For the latest news visit PartyWorldwide.net

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support to help them provide ecofriendly options and guidance to their customers, and this campaign seeks to pass on that sentiment to the public. The association continues to champion best practice, in terms of quality and the environment, with ongoing initiatives including the ‘Pin it and bin it’ message. With new, improved environmentally friendly products and services emerging all the time, NABAS members share insights and knowledge to help the industry better consider the planet. Members can access their customisable campaign assets in the NABAS members’ area. Left: The new environmental campaign helps NABAS members provide eco-friendly options and guidance to their customers.

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PARTY NEWS

Smiffys signs L.O.L. Surprise and L.O.L. Surprise O.M.G The partnership will see dress up and party supplier, Smiffys, manufacture an official range of costumes and accessories for the leading toy brand. L.O.L Surprise dolls have been the number one in global toy sales for the last three years running, known for their stylish outfits and matching, colourful hair. Smiffys will combine its costume expertise with L.O.L Surprise signature style, to

Dominique Peckett, Smiffys director, commented: “The L.O.L. Surprise brand is instantly recognisable across the globe and the characters will translate perfectly into costume. We are delighted to have added L.O.L. Surprise to our children’s licensed portfolio.” Smiffys L.O.L. Surprise and L.O.L. Surprise O.M.G. collections will be available in the UK, EU and EEA.

create the new collection. The range will feature both every day costumes and Halloween designs, based on the fashion doll collections.

Above: The new Classy X-Mas Sweater range is available in navy, burgundy and black with festive embroidery.

PartyDeco further expands Christmas offering Party supplier, PartyDeco has added more products into its Christmas range, including advent calendars and gift wrap. The Christmas collection, which is split into four main themes – classic, fairytale, forest and elegant – now includes advent calendars, decorations, gift ideas, and gift wrap and accessories. The advent calendars are unusual designs, including a Christmas train, with numbered carriages, a hanging rabbit, and numbered Christmas paper houses to fill with daily gifts. Exclusive accessories allow consumers to make their gifts beautiful when wrapped, and the range includes gift bags, boxes in the shape of sweets and crackers, and lots of accessories in the form of tags and stickers. A range of shaped foil balloons and Christmas socks are also on offer to make the ideal gift, alongside a wide range of decorations for the home. Above: The new additions to PartyDeco’s Christmas range include advent calendars and gift wrap.

Hootyballoo launches new Christmas lines Party supplier, Hootyballoo, has introduced brand new additions to its popular Christmas ranges for 2021. The Holly Jolly Christmas themed collection includes Nutcracker cake toppers, DIY crackers, festive pom pom garlands, and honeycomb Christmas trees. Holly Jolly joins the company’s extensive offering of Christmas products, including the Rose Gold designs, table confetti, decor items, tableware, balloons and more. The range is available to order now via email – sales@clubgreen.com, or by phoning the sales team on 01483 281313. Below: The Holly Jolly Christmas collection offers a range of new products.

For the latest news visit PartyWorldwide.net

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Opposuits introduces Classy X-Mas Sweater range After years of ugly Christmas jumpers being the fashion, Opposuits is offering an alternative option with its Classy X-Mas Sweaters line, part of the OppoSuits Deluxe label. Opposuits introduced the first ‘ugly’ Christmas Suits to the world in 2012 and since then, the collection has grown with more suits, blazers and shirts. Following the success of its Christmas products, the company is now adding the Classy X-Mas Sweaters to its offering. Due to the pandemic last year, many had to spend Christmas at home, which sparked the idea for a less formal addition to the Christmas range. Jasper Castelein, co-founder of Opposuits, commented: “We don’t really know what will happen this year of course, but what we do know is that people will celebrate Christmas nonetheless. These sweaters are not as formal as our suits, but still very stylish and festive. They are perfect for any kind of Christmas occasion.” The sweaters are available in navy, burgundy and black and all have a unique collection of festive embroidery. They are available to order now on the Opposuits webstore and via retailers including Selfridges in the UK and Nordstrom in the US.

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PARTY NEWS

Party City Q3 sales increase 14.2% vs 2019 Party City has reported total net sales of $510.2 million for Q3 2021 – a comparable increase of 7.5% on 2020, and 14.2% vs Q3 2019. The US retailer has attributed the growth in sales to strength in core categories. Brad Weston, coo of Party City, commented: “We are very pleased with our third quarter results that came in at the high end of our expectations. Our performance was again broad based as we continue to be celebration obsessed and take concrete steps to increase relevancy with our customers to ensure we are top of mind when it comes to anything celebratory. “To that end, this strong performance continued into October fuelled by ongoing strength in our

core categories. We are thrilled with our Halloween results driven by the team’s excellent execution of our improved Halloween goto market strategy across all four channels of our business including Party City, Partycity.com, Halloween City and wholesale.” Total retail sales increased 8.9% compared to the third quarter 2020, driven by a strong comparable sales increase in the core everyday categories. The number of corporate Party City stores was 754 on 30th September, compared to 739 in the prior year. Total gross profit margin for Party City in Q3 increased 270 basis points to 36% of net sales. Operative expenses totalled $163.6 million, or

$41.4 million lower than the third quarter of 2020, primarily due to impairment of assets recorded in Q3 2020. Adjusted net income was $2.9 million, or $0.10 per share. For the five-week period of October (ending 6th November, 2021), Party City reported total revenue of $415.5 million, 13.9% above the same period last year. Total retail revenue increased approximately 19.8%. During the month, 90

Disguise hires new marketing manager

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Below: Party City says it was thrilled with its Halloween results.

NABAS announces instructor for the Party Industry Event 2022

Lianne Barber will join the team in EMEA with over a decade of marketing, brand management and licensing experience at The Entertainer. Lianne will lead all marketing efforts for Disguise in the EMEA territory. She brings experience in implementing multiAbove:Lianne Barber is Disguise’s new channel marketing and marketing manager for EMEA brand development strategies as well as winning campaign management that drives sales across the board. Following Disguise’s recent announcements of major licence acquisitions and renewals across EMEA and the expansion of the retail footprint across all regions, the company is placing a key focus on a global approach to marketing and retail promotions. Lianne will be a major party of the marketing team developing targeted sales driving strategies and campaigns to drive business across Europe. Rachel Middleton-Smith, vp of marketing, Disguise EMEA, commented: “Lianne Barber will be an integral part to our success in EMEA. She brings key skills and experience to the table which will enable us to develop our marketing reach across our region.” Disguise is hiring a complete staff of apparel-based experts to design, develop, sell and market costumes and accessories throughout Europe. With several new licence acquisitions still to be announced, Disguise will bring exciting brands and characters to the EMEA market.

For the latest news visit PartyWorldwide.net

temporary Halloween City stores were in operation. For the fourth quarter the company expects total revenue of $685 to $700 million, and a GAAP net income of $39 to $47 million. Brad continued: “As we look to the final quarter of the year, we feel good about our positioning for the holiday season. We will continue to update and improve our product assortments and inventory position, as we expand our relevancy and elevate our customer experience.”

The Balloon and Party Professionals Association (NABAS) has announced that Tope Abulude will join the Party Industry Event (PIE) 2022 as an instructor. Tope is a multi award-winning certified balloon artist and will join the event in Coventry from 15-17 October, 2022, to share his tips, tricks and experience to help inspire delegates. His career spans three decades since he was inspired to begin as a balloon artist when attending the European Balloon Symposium in 1996. Tope joins a growing programme of reputable and world-renowned balloon artists and instructors at PIEUK22. NABAS expects tickets to sell fast, and says interest in the event has surpassed every other year. Individuals can register on the NABAS website. Everyone, including non-members, is welcome at PIEUK22 and NABAS is offering a tailored range of event, dining and accommodation packages. Members receive a discounted package, while non-members who book will receive a threemonth complementary membership to the organisation. George Oustayiannis commented: “As a non-profit organisation seeking to support our members and indeed our industry, we invest in unbiased independent training and events, including, but not limited to our spectacular three-day extravaganza.” Below: Tickets for the Party Industry Event are expected to sell fast, says NABAS.

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PARTY NEWS

Disguise signs licensing deal for Disney brands in EMEA The global costume company has signed a multi-year deal with Disney for a wide range

of Disney brands, commencing in spring 2022. Having been a North America partner for

over 30 years, Disguise is now poised to have a large and robust offering with its portfolio of Disney brand costumes in EMEA for the first time. The deal covers many different characters, sizes and offerings for all age ranges and will also leverage Jakks’ expertise in every day dressup and their toy line of feature costumes and accessories, including singing and light up dresses, dress up trunks, and toyetic role-play accessories. Left: The Disney licence for EMEA will join Disguise’s existing partnership for North America.

Tara Hefter, Disguise president and gm, told Progressive Party: “We are all extremely excited about our new partnership with Disney EMEA. Disney and Pixar brands collectively are the largest licensed portfolio within costumes and dress-up, so it is a significant win for Disguise. “Growing internationally is a top priority for the company and this new partnership means that it will open doors for the division that may not have been there in the past with our existing licence portfolio.”

Rubies adds CoComelon to licensed portfolio In a deal with Moonbug Entertainment, Rubies has signed popular preschool property, CoComelon. Aimed at children aged one to four, CoComelon teaches little ones about everyday activities and chores, as well as letters, numbers, animal sounds, colours and more, through song and dance. The deal, brokered by The Point.1888, will see Rubies create a range of dress up products for the property. The costumes are currently in early stages of development and will be available in 2022 across EMEA. Olivia Wiggett, associate commercial manager at The Point.1888, commented: “After a few discussions with Rubies, it was a nobrainer that it should take the costume licence, given its proven track record of successfully delivering costumes for a wide range of licensors and exciting retail plans.” Adam Steel, international licensing at Moonbug, said: “We’re delighted to welcome Rubies to the Moonbug family. Our fans frequently request this product category, and we cannot think of a better partner to deliver fantastic CoComelon dress up across EMEA.” Mike O’Connell, md of Rubies UK, added: “CoComelon’s impact on pop culture is simply unprecedented, from its stratospheric rise on YouTube, to its impressive streaming service rankings. We are proud to be able to bring this much-loved brand to life and add yet another extremely successful licence to our already mammoth portfolio. “We understand the responsibility we play in young children’s lives as the market leader for fancy dress and dress up and we want to continue to positively influence our youngest audience with inspirational role models and CoComelon is the embodiment of this.” Rubies also recently signed the Numberblocks licence.

Amscan secures £30m funding package Global designer, manufacturer, distributor and retailer of party products and supplies, Amscan, has announced it has secured £30m in funding. The announcement coincides with the company’s forecast that its revenue will hit a record £215m in the year ending 31 December, 2021 – a 30% increase on the previous year. The funding facility has been agreed with financial services provider PNC, and Amscan plans to use the equity to secure and create further growth and investment opportunities for the business. 2021 has already been an outstanding year for Amscan, which was acquired in a management buy out by private equity firm, Endless in January. The company then made two significant acquisitions with foil balloon printing technology business, LuftballonMarkt in August and UK party brand, Ginger Ray last month. Chief executive officer of Amscan International, Gary Panons, said: “This funding package will enable us to build on an incredibly successful year. With pandemic restrictions easing, we are seeing that

Below: The new costumes for CoComelon are currently in production.

For the latest news visit PartyWorldwide.net

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people wish to celebrate and spend time with loved ones catching up on occasions that have been missed over the course of the last 18 months, culminating in a recordbreaking Halloween season.” Amscan International cfo and coo, Joe Hennigan, added: “It’s a great testament to the robust health of our business that there was significant appetite from a range of lenders in supporting the next phase of our growth. “As a global, multi-channel business, we required a lender that could match our footprint and ambition, and we are delighted to be partnering with PNC, which shows their ability to provide innovative financing solutions to global businesses of scale. This financing package will enable us to accelerate investment in our business.” Endless partner, Matthew Jubb, said: “We are delighted that PNC have supported Amscan International with this new funding package and that we have secured a financing partner that shares our ambitious plans to further develop the business in the coming months and years.” Above: The new funding comes as Amscan forecasts that its revenue will hit a record £215m this year.

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Head online to to check out our seasonal ranges!

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We have all the essentials to help you celebrate! Head online now to check our NEW catalogue & ranges!

Bring the party to life with Amscan’s collection of some of the world’s most loved and in demand licenses. Our ranges of party products, balloons and costumes create great excitement for all ages!

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FEEDBACK This year, Halloween marked the first major event since most of the world emerged from lockdown, which, coupled with its Sunday date, stood the industry in good stead to finally get the party started again. And it seems that despite understandable caution at first, Halloween 2021 went off with a bang. We heard from very happy retailers on partyworldwide. net after the event, so here, Progressive Party found out how sales were for suppliers this year. ELLIOTT PECKETT director, Smiffys

“Halloween 2021 was the light at the end of the tunnel the industry has been waiting for. Here at Smiffys, the season was successful beyond all expectations across all our sales channels and territories. We saw a huge uplift in September, with retailers reporting sales levels not seen for five years, so the consumer was certainly buying in advance. “In the UK, Halloween celebrations started a week before the day itself, with schools throwing parties before kids broke up for half term, and they didn’t stop until well into the week after the big day. And with over a week of partying, retailers reported astonishing levels of demand, so it

HALLOWEEN 2021: PARTY STARTER

was ‘all hands on deck’ here at Smiffys with all non-sales staff pitching in to ensure all our customer orders left the warehouse in time for the big day. In Europe, we drafted in extra staff from other countries to fulfil the amazing demand, while Smiffys in Australia saw its best Halloween on record. “We have been inundated with stories of how retailers emptied their stock rooms and the replenishment orders we have received since are testament to that. It was refreshing to finally see people coming together to celebrate the event in such a big way - partying, trick or treating and, best of all, fancy dress were back with a bang. “Here at Smiffys, we believe the success of Halloween is just the start as customers look for reasons to celebrate after so long without partying. We’re positive the dress up and party industry will go from strength to strength in the coming year. Bring on the festive season.”

JULIE DOMMETT marketing director, Qualatex “Halloween balloons were much in demand this year, as the trend for home decorating and home parties continued apace. Strong performers included the fun new spider shape designs and the “Jack Face” range. “High sales of ‘softer’ designs such as Halloween Glam Bats and Ghosts designs indicated a trend for teens and adults getting together to celebrate too. Sales of script and letter balloons increased too - as people decorated front-doors and spelt out spooky Halloween messages on walls and in windows.”

SERGIO BATTANER sales and marketing director, Palmer Agencies

“Halloween sold out. There’s nothing left. For most of retail and wholesale, sales were just superb. I don’t remember such a hunger for products, everyone was saying ‘I want more, I need more’. It was ‘please sir, can I have some more’. “We were having problems trying to meet demand for décor in mid to late September. It kicked off with décor and that was definitely the star of the show. I don’t think it was even on people’s minds that they might be stuck at home. “The retailers cleared some cobwebs and dust from their stock rooms and sold off product they’d had for years to meet demand. It’s a good thing. Those who bought a lot, sold a lot, and those that didn’t buy a lot also sold a lot, because they sold what they had in stock rooms. “This was the first event that the whole country, continent, society could celebrate together. Next is Christmas and that’s a different animal. It’s not just one day, it’s all about grottos and Santa and elves. That’s definitely going well.”

MIKE O’CONNELL managing director, Rubies “It was fantastic to see the appetite for Halloween as a nation, the feel-good factor was certainly back, which was reflected in the demand that both Rubies and Bristol Novelty experienced. As a business, we were delighted with how Halloween went and the incredible effort put in by our dedicated staff, who went above and beyond to ensure orders went out on time. “There were overwhelming requests for licensed and non-licensed product which meant our top sellers were a healthy mixture of both much-loved global brands and our own costumes and accessories.”

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HALLOWEEN: FEEDBACK 2021

MARK BRETT sole UK agent, Boland “Halloween as everyone (throughout Europe) will tell you was pretty impressive. The only problem was the shortage of stock. Many retailers say that it was their best for many years. Because of the stock shortage many were delighted as they cleared old stock that had been hanging around for some time. Probably by default the consumer was buying anything to dress up in. It was like a released valve. ‘A very pleasingly ransacked store’ as one customer described it (in so many words). “Decorations were, perhaps, the focus, but dress up and costumes were stronger than they had been for some time. Much of the very late top ups were for dressup items, gloves and tights were high on the list, perhaps exacerbated by lack of stock that always happens with shortages. If nobody has it, everyone wants it. “Retailers were ordering from Boland right up to the end of the previous week. Considering delivery takes about three days (with a following wind, or rather smooth customs clearances) it was a risk the retailer was prepared to take and thankfully (probably a bunch of witches put a spell on the borders) everything sailed through. My daughter, who always puts a Halloween display in her front garden had over 30 trick or treaters which smashed her previous record of about 18 . “I think for all suppliers it was a tough one to predict and it could have so easily gone the other way, therefore there was a lot of caution in the early part of the year, leading to perhaps lower stock levels than usual, but I think all have been delighted with the results and look to 2022 with everyone having a clean sheet so to speak.”

JANUSZ KRASZEK ceo and owner, GoDan “This year’s Halloween was much better than last year and the years before (but in ‘new era’ started 2015). So we are very glad about this and expect or hope this to be the trend for the next few years. “Although B2C orders were last minute orders, the volume was pretty big. This was most probably caused by the pandemic situation. Nobody new whether lockdown would be launched or not. “Our top sellers this year were foil balloons, decoration accessories such as spider’s webs and as always, pumpkin buckets. When speaking about adult costumes, our top sellers this year were: Priest costume, Pest and Plaque costumes.. Children’s top sellers were typical Halloween accessories, animal masks but also angel sets. And good news for us - Disguise licensed costumes were a great success.”

SAM TAYLOR category manager, dress up UK and Europe, Amscan

“Halloween really exceeded expectations and turned into our best Halloween yet with growth on all our Halloween ranges. We saw the demand start in early September and continued straight through until 31st October which was amazing to see after a challenging couple of years. Here at Amscan planning is already underway for an even bigger and better Halloween 2022, which we’re already feeling very excited about and can’t wait to share. “We saw signs of improvement in the market from July, which was in line with the lockdown restrictions easing, this continued throughout August and is still continuing today (in November), which is fantastic to see. With the Amscan portfolio, we have always been confident that when the market stabilises, we are in a strong position to move forward

and meet the customer demands. “One key trend for Halloween this year was the adult market, it was pleasing to see so many adults getting involved, we saw amazing results in our core Halloween ranges like Day Of The Dead and Phantom of Darkness. Even our everyday ranges took a massive leap forward, with your not so traditional Halloween costumes from Lobsters to Egg and Bacon costumes selling well. In addition, our licensed ranges, Grease, Flash Dance and Warner Bros exceeded predictions. “Other key trends here at Amscan are our baby, toddler and children’s outfits where we’re seeing strong sales. Our baby skeletons and spider costumes proved to be really popular, we sold out very quickly, as did the retailers. “Kids licensed also continued to be strong, Pokémon, Paw Patrol and Batman again, amongst our best sellers – we are excited for 2022 to take these products forward and introducing new ranges at the same time.”

GEORGE MORGAN manager of graphic design and illustration supply chain, Henbrandt “Halloween 2021 was phenomenal for Henbrandt and majorly exceeded all expectations. Following the lack of parties and general festivities during the lockdown period, people went all out to have the biggest and best celebration they could. “Henbrandt costumes and masks were a massive hit this year, Black Roses and Dead bride veils sold out almost immediately with many accessories and decorations following in hot pursuit. “This year has been particularly successful for us with children’s costumes now that they are allowed to trick or treat again, with buckets and bags for collecting their goodies also selling out... Roll on 2022.”

JONATHAN GRASSI managing director, Grabo “Despite the pandemic period, we can say that Grabo is fully satisfied with the requests received for Halloween products. People have literally gone crazy for our balloons: the new style, the use of innovative colors and new shapes have given life to a new way of decorating and setting up, very far from the stereotype in the collective imagination. “The launch of Halloween was our springboard that opened the doors to a fantastic world painted in pink, Grabo rode the wave and the sales showed how important it is to be attentive to the search for trends and also try to take risks, before the others. We are proud to have made our brand recognisable through our unique style. This is why we are proud to have expanded our product range with fresh, young, funny, colourful and innovative designs.” DECEMBER 2021 PROGRESSIVE PARTY EUROPE

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2021

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COLUMNIST

Below left: Ed Avis is the executive director of the National Costumers Association. Contact him at executivedirector@costumers.org.

Halloween has returned. At least that’s the impression I got from a survey of members of the National Costumers Association (NCA) on the week after Halloween. The survey showed unequivocally that it was good year: 71% of respondents said costume sales were ‘much better than 2020’. And that’s not all – 55% said sales this year were ‘much better than 2019’, which was the last pre-COVID Halloween, and another 23% said sales were ‘somewhat better than 2019’.

Halloween is back. Survey shows the celebrations returned

“O

ne of the best Halloweens we have had. It was comparable to 2013 Halloween for us, which was great,” wrote Gayle Vaartjes, owner of the Kostume Room in Wyoming, Michigan, in her survey response. Vaartjes’ response was not unusual: “Great year -- best ever, been in business 49 years,” wrote one respondent in Orange, California. And Larry Docktor, owner of Broadway Costumes & Theatrical Supply in Sacramento, California, wrote: “From a pure dollar perspective,

it was 66% better than 2020 and 33% better than 2019.” This year’s Halloween numbers look good for most NCA members, but I can only imagine how good they would have been without Spirit Halloween and their ilk, who appear vampirelike during the season - suck a little blood, and disappear. Our survey did not ask specifically about the effect of these pop-ups, but some respondents offered their feelings anyway. “Spirit Halloween, Walmart, Party City, the internet, and resale of costumes on Facebook has taken

plenty of the business in our small area. I even did a pop-up shop and that really did not help. Customers started to show up to my long-time business when their orders did not come in on time. I am not happy with the outcome at all after 40 years in business,” wrote one survey respondent. Other retailers seem resigned to the existence of the temporary shops: “Overall I was pleased, just wish Spirit Halloween was not here this year.. lol,” wrote Marion Bradley, NCA’s immediate past president and owner of Discount Costumes in Warner Robins, Georgia. But, ironically, Bradley said that some customers told her they searched Google for Spirit Halloween and her shop showed up (it helped that she paid for a Google ad)… so they came to her store instead. Indeed some shops thrived despite the close presence of the pop-ups. Harriet Berlin, owner of Artistic Costumes in Towson, Maryland, said she feared that sales would be slow this year, in part because Halloween City and Spirit both opened locations up the street from her store, but then ‘all hell broke loose’. She reported: “The last week we were swamped from open to close. … We decided to start selling off our rentals and that was a good move. Dressing rooms were closed due to COVID and that cut down on the theft. I decided for packaged costumes no more try-ons or dressing rooms.” The bottom line is this: Even with the problems – pop-up stores, lingering COVID restrictions in some cases, and a weak supply chain – Halloween was gang-busters this year. Let’s hope that momentum continues throughout 2022. Below: 55% of retailers surveyed said costume sales were ‘much better than 2019.’

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TALKING TO: MERRI MERRI

Meri and bright Having taken the helm of Meri Meri in June this year, Kelly Schneider Lees has big plans for the US and UK business. Progressive Party Europe caught up with her to find out more about the party company.

stablished in 1985 when founder Meredithe Stuart-Smith sold Meri Meri’s first range of glittery greetings cards to Bergdorf Goodman in New York city, the company quickly grew – with tableware and bunting following soon after, and the ‘invention’ of the cupcake kit in 2008 – to the position it is in today where the range is sold in 69 countries, in over 5,000 shops and online. The UK arm of the business began in 2001 with greetings cards, and partyware followed in 2009. Between the offices in Cheltenham, UK and Reno, Nevada, the company now employs around 90 people. Ceo Kelly Schneider Lees, explains the business today: “Meri Meri designs everything fun for life’s 24

celebrations – partyware, seasonal decorations, heirloom-quality children’s gifts and dreamy dressup. Our products are inspired by the imagination of childhood and rooted in sophisticated design.” Kelly joined the business in 2020 as chief marketing officer and in less than a year, grew the direct-toconsumer business more than 140%, while continuing to strengthen the wholesale distribution. Her vast experience in omni-channel strategy and digital marketing has seen her in executive positions at leading brands across a range of categories, including Dr Martens, Tech Will Save Us and Jack Wills. Having taken up the position of ceo, Kelly has clear plans for Meri Meri:

Above:The on-trend range covers tableware, decoration, gifts and toys, dress-up, partyware and more. Left: Kelly was promoted to ceo in June and looks after the UK and US arms of the Meri Meri business.

“My first priority is to expand awareness of the brand in our key markets, and to ensure we are satiating the high demand of our product across all channels. “Our focus is to go where the customers are. Consumers shop online, and they really want to engage with the Meri Meri brand. Therefore, we are focused on creating a great online experience that continues to add value to, and nurtures engagement with, the Meri Meri community. That said, the irresistible nature of our product means there will always be a place for us in offline shops.” The retail footprint for Meri Meri covers a wide base, from high street shops like Selfridges and Liberty, to small independent outlets. Kelly explains: “Meri Meri is sold wherever stylish, trendsetting customers shop. They like newness and seek out retailers who curate well designed products. While the retail landscape continues to change, you will always find Meri Meri

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TALKING TO: MERRI MERRI

“We also saw an upswing in sales of our dress-up and dolls – toys that inspired imaginative play. The design team also created a series of free downloadable crafting activities for kids, which our customers really enjoyed.” One of the keys to Meri Meri’s success is the on-trend style of its product offering. Kelly expands: “Meredithe has really set the trends in this industry. The product team’s ‘secret sauce’ is a combination of really understanding our customer and their needs, along with being deeply aware of the current fashion and interior design trends.” That understanding of what’s hot has meant that most of the range sells well across the majority of markets,

Going green Meri Meri has a big focus on reusability and sustainability in its product offering. Kelly says: “This year saw a 176% increase in sales of our fully biodegradable ecoparty range, as well as the launch of our re-usable bamboo range of plates and cups. “Our garlands are popular because they last beyond the party – they serve as a decorative accent for the home.” This Christmas the company has launched its first porcelain products and in spring, the range will expand to include cloth tableware too.

Above: Kelly’s first priority is to expand awareness of the Meri Meri brand in the key markets. Right: The dress-up range did particularly well for the company during lockdown as families looked for imaginative play ideas.

at the best High Street shops.” Its strong online presence helped Meri Meri to weather the storm of the recent pandemic. Kelly explains how the business also diversified to overcome the challenges: “Like other brands, we tightened our belt – limiting our exposure to inventory build-up and credit risk. Throughout lockdown, in the US and UK, we saw strong consumer demand. People invested in garlands, seasonal décor and anything that could be used for table scaping and to make at home life feel more festive.

as Kelly says: “Of course, there are holidays that don’t play well in certain markets, Halloween, for example, is just becoming a trend in parts of Europe. However we find that most of our products have a universal appeal.” A strong emphasis is placed on SEO and online marketing to raise brand awareness with core customers, but Meri Meri’s marketing plan is far reaching. Kelly tells us: “Our marketing strategy is a combination of digital, social and PR. However, distribution is also an important part of our marketing strategy. And we are lucky that so many fashionable, influential people and top party planners use our product.” With its on-trend offering, diverse retail footprint and strength in direct to consumer, along with a solid marketing strategy, it seems Meri Meri is well-placed to continue its growth in the coming years. DECEMBER 2021 PROGRESSIVE PARTY EUROPE

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HALLOWEEN & PARTY EXPO 2022

Welcome to

Vegas The Halloween & Party Expo is set to return to a new Las Vegas venue next year at The Mirage from 11 – 13 January, 2022. The exhibition hall is now 95% sold out, and Progressive Party caught up with the organisers to find out what’s planned.

he party industry is ready to get back to business and the Halloween and Party Expo will be opening its doors to allow buyers to see and feel new products and catch up with colleagues and customers in real life next month. Show organiser, Marni Golden Vinci tells Progressive Party: “We are so excited to be back in person. Our focus this year is to create the best and safest experience possible to facilitate order writing and business. We can’t wait for the Halloween and party industry to take over Vegas.” Following a hugely successful Halloween in the US and in the UK this year, Marni feels the show has come at the perfect time for buyers: “The National Retail Federation reported that Halloween 2021 set new records, with spending

reaching $10 billion+ in sales, and that is the same sentiment that we are hearing. Buyers had some of their best seasons ever and now need to restock and refill their shelves with product. “When surveyed they reported it is their number one reason for attending the show this year. We expect there to be a lot

Right: There’s plenty of partying at the show.

Get involved Registration is free for buyers. To register, please visit www. halloweenpartyexpo.com/ppe. If you’re interested in exhibiting, contact Marni Golden Vinci at marni.vinci@clarionevents.com. Left: Marni Vinci is the show organiser for Halloween & Party Expo.

of order writing happening in January.” The new location of Las Vegas is set to inject new life into the already popular show. Marni explains the decision: “Not only does Las Vegas have world class dining and entertainment options, it is also easy and cost effective to travel to. “Vegas has shown that trade shows are back and able to operate in a safe environment. Events of all sizes with global markets are successfully taking place. We are excited for the Halloween & Party Expo to take over The Mirage. Attendees will be able to head right from their rooms to the show floor, as well as be with their friends and colleagues throughout the hotel when the show floor closes each night.” The show itself is welcoming a range of new exhibitors this year,

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HALLOWEEN & PARTY EXPO 2022

as well as some who are returning having had a break from exhibiting. Marni tells us: “We are excited to welcome new exhibitors to the show in every category. Some of them include Jazwares LLC, AC Radio Com/Kenwood, Antari Lighting and Effects USA, Comer Companies/Fright Face, Lola Stars, Oktober Studios, Premier Kites and more. “We are also excited to welcome back some exhibitors who haven’t been at the show the past few years, including companies like Ben Nye and Dress Up America.” The regular, new, and returning exhibitors create a show unique in its market. Marni enthuses: “The Halloween & Party Expo is North America’s only event for all things Halloween, party and celebration. There is no other place to conveniently see thousands of new releases for costumes, makeup, accessories, décor, party supplies and more together under one roof. “The show is perfectly timed to write orders for 2022 and buyers will be able to take advantage of exclusive show specials and discounts – designed to help budgets go further.” For those buyers attending, the organisers have introduced a number of new amenities. “These will include lunch vouchers for buyers to use on the show floor food and beverage carts, as well as our new buyers’ lounge, sponsored by Disguise” says Marni. “This is a great place for buyers to relax and recharge following meetings and the lounge will feature a daily coffee bar and afternoon snacks.” Turn over to find out what exhibitors have planned for this year’s show. Top left: Nobody is left out in the party industry. Top right: The Expo will move to its new home of The Mirage, Las Vegas in 2022 Middle right: Buyers and exhibitors alike are looking forward to getting together in real life to do business. Bottom right: The show is the only place to find all things Halloween, party and celebration, say organisers..

COVID safe The health and safety of the show is built on three cornerstones – cleaning & hygiene, protect & detect and communication. The show has adopted a ‘negative test OR COVID vaccination’ approach for all attendees, exhibitors, visitors and staff. All participant are required to agree to these terms during registration and Clarion Events will be working with CLEAR to make the entry process as easy as possible.

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HALLOWEEN & PARTY EXPO 2022

Dreamgirl Brands

EXHIBITORS Aeromax

Booth #2010 It has been 25+ years since Aeromax set out to create dress-up to spark imaginations in children. Aeromax is probably best known for its highquality dress up for infants, adults, and everyone in between. Costumes from Aeromax are designed to withstand the test of time. The quality is so good, that the company says kids will outgrow them long before they wear them out. Giving kids these choices for costumes makes it fun to play dress-up without raiding their parents’ wardrobes.

Booth #1301 Whether you prefer to dress up in a theme, DIY style, or transform your hairstyle with one of our multi use wigs, Dreamgirls 2022 Costume and Wig collection provides the most updated looks for the season. Shop hot haunts for chic costumes for those who follow fashion trends like the new Midnight Fantasy Witch. The company’s historical figures offer up classics like Regal Duchess. You will also find a nod to icons and current pop culture characters, cosplay pirates and easy to wear plush animal costumes.

Smiffys

Booth #1205 Smiffys is looking forward to being back at the shows next year. After two seasons of glitchy virtual meetings and accidental mutes, it’s so refreshing to be able to do business face to face once again, nothing beats in person conversation. Smiffys will be showcasing its new licences signed since its last shows, plus previews of upcoming collections for 2022. Its second collection of the successful collaboration with Manic Panic will be seen for the first time, as well as brand new additions to the popular Smiffys decades range.

ThePirateDressing.com

Booth #1511 The Steampunk Show Girl Skirt is made using soft and durable Rayon Fabric. The skirt has four tiers of ruffles with adjustable length in front and can be worn down for Victorian styling, up on one side for gypsy styling, or front tied up for vintage burlesque looks. The waist has been elasticized for comfortable wearing.

Unique Vintage

Booth #1315 Unique Vintage is a globally recognised retro-inspired brand established in 2000. Known for its pin-up styles, 70’s flare and vintage 1920s reproduction fashions, the company also offers its own unique-twist to everyday wear and special occasion pieces. The brand is ever-changing-- offering new unique designs, prints, and collections for every upcoming season (i.e Pride, Halloween, and Holiday). Looking forward to 2022, Unique Vintage will be showcasing some new collaborations which are sure to evoke nostalgic feelings. You can also look forward to its line of scream-worthy novelty for every spooky girl’s wardrobe, and UV’s brand forte, a plethora of 1920’s cocktail dresses.

MalcoModes

Booth #1529 MalcoModes is America’s largest manufacturing brand of Square/Western dance apparel in the United States since 1932, while BellaSous is its sister company which was founded in 2014. The firm offers high-quality petticoats, pettipants, pettiskirts, slips, tutus, skirts, belts, and fabrics with various sizes and colours to choose from. The products are crisp, clean, and fresh, without the salty odour and discoloration often observed with imports. The range is suitable for various occasions and different looks like Disney Princess, Halloween costume, Christmas, Pinups girls, Vintage style, rockabilly style, bridesmaids outfit, wedding collections, etc are available.

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HALLOWEEN & PARTY EXPO 2022

Joyin

EXHIBITORS Gemar

Booth #1525 Natural latex balloons have always linked the Gemar business to Mother Nature. This year Gemar takes that a step further with an expanding range of colours inspired by the world around us. Being in nature has brought us peace and calm when we needed them most, and now Gemar aims to bring that peace to the world of balloons. The company has some beautiful colours to share at the Halloween and Party Expo, including a new addition to the range. They don’t want to spoil the surprise though you’ll have to come along to see it.

Booth #1415 Joyin offers seasonal (and nonseasonal) party supplies and favours, a full range of decorations as well as costumes that will help you stand out in the crowd for any events. Speaking of the wide variety of Halloween costumes — Spooktacular Creations is known for its inflatable costumes and accessories. It also has the fur babies covered with some cute pet costumes. Lastly, the company offers LED accessories, make-up and blood, and more Halloween party must-haves than you’ve ever seen.

Mehron

Booth #1224 Mehron’s iconic Paradise Makeup AQ™ is getting a much-anticipated addition; introducing Paradise Makeup AQ™ Neon UV Glow. Paradise Neon’s have the same qualities of the company’s #1 selling Paradise Makeup AQ™ face and body paint, plus it glows bright in the dark. In daylight this palette has seven bold, bright neon shades and one shade (Dark Matter) that paints onto the skin clear. Under UV lights all eight shades become intensely fluorescent. Available in an eightColor Palette, .25oz Refill Size, and 1.4oz Pro Size.

CEC Imports

Booth #2300 CEC Imports will be showing off its Candy Coffin dish. The coffin shaped dish is decorated with spider webs and is perfect for a desk top or table as a centerpiece. The coffin is made from HDPE and is food safe. CEC will be showing the coffin as a themed gift basket with flowers, toys and sweets.

Ivy Trading

Booth #1730 Ivy Trading Inc will bring a variety of adult and child fairy wings, wands, halos, wreaths, tutus and other costume accessories to the show. Children’s princess dress-up and tea party accessories will be on show too. Ivy Trading also carries a lot of different quality close-out costumes for kids and adults.

Premier Kites and Designs

Booth #1119 Premier proudly introduces a new line of fall and Halloween spinners that will look great outside retail stores and in consumers’ gardens. The Spinning Friends have spooky spinning heads that will add lots of fun to any autumn outdoor décor. With 21 models to choose from, the spinners offer a huge range of both spine chilling and amusing characters. DECEMBER 2021 PROGRESSIVE PARTY EUROPE

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FOCUS ON... VALENTINES

Left: PartyDeco has a range of celebration products ideal for Valentine’s Day. Below: Traditional themes of red and pink are key for PartyDeco.

Recent years have shown us the importance of our loved ones, as we were unable to see many of them in person. As restrictions on gatherings have now been lifted in most parts of the world, and we have already made up for lost birthdays, anniversaries and other celebrations, Valentine’s Day provides the ideal opportunity for the party industry to offer products to help consumers celebrate all things love.

pending long periods of time without loved ones during the pandemic, put love centre stage, so it’s time for consumers to start planning their big declarations of love this Valentine’s Day, and for many, those celebrations will go outside the traditional partners and focus also on friends and family. Fran Hales, head of content and marketing, Rubies, tells Progressive Party: “Valentine’s Day has transformed from a day exclusively for couples into one that is about celebrating love in all its forms, especially regarding friendships.” Clara Vaugelade-Tafani, marketing manager at Gemar agrees: “For too long we have been kept apart. 2022 will

Below: The thoughtful and unique product range from Gemar makes a great gift this Valentine’s Day.

see us coming back together again in joyous celebration, families and friends reunited. Of course Valentine’s Day will always be about couples but we also expect to see celebrations of other sorts of love. Whether it’s friendships, family or pets, marking every important relationship is already popular and this trend looks set to continue.” Variations of the Valentine’s theme and larger gatherings are key for Amscan. Emily Duke, marketing and design coordinator, explains: “Across the party industry we have seen consumers enjoying being able to have big celebrations again and we expect Valentine’s Day to be no exception. Valentine’s is no longer about just one day for couples but rather a reason to celebrate with all the important

people in your life, we are seeing this particularly with the rise of Galantines, celebrating the love between friends.” Whoever consumers decide to spend Valentine’s Day with, the traditional themes are still very much in demand. PartyDeco content marketing specialist, Patrycja Kwiecien, says: “We are starting the countdown to the very enjoyable holiday of love. It will be dominated by decorations in energetic, amorous red and with a heart design.” Magdalena Wojteczek, buying department of GoDan, furthers: “We mainly focus on foil and latex balloons. We have several designs of our own, mainly in Polish, an the Japanese Takarakosan balloons are also very popular and sales are growing continuously – needless to say, they fly for months when inflating with helium.” Emily agrees, but is also seeing some new favourites creeping in: “Traditional Valentine’s colours of reds and pinks are prominent this time of year, with bright fun shades or pastel tones being used for a fun take on the classics. Rose gold continues to be a very popular choice of partyware and makes a stylish addition to the more traditional colours.” There are, however, some new trends rising through the ranks. Fran furthers: “Key trends for Valentine’s Day continue to divert from the popular canon of previous years, with couples looking for something special and unique to give to their other half, not just your standard bouquet of roses.” Regardless of the recipient and the style consumers go for this year, Valentine’s is set to be a key date in the calendar for the party industry. Jonathan Grassi, managing director of Grabo concludes: “We are excited and positive for this Valentine’s Day 2022, expectations are high given the requests we have been receiving in recent times.” Middle left: There is a wide variety of options for that big declaration of love. Left: The stacking hearts air-filled Airloonz from Amscan makes the perfect centrepiece. DECEMBER 2021 PROGRESSIVE PARTY EUROPE

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2022

Valentine’s Day Collection

Share the Love this Valentine’s Day!

Help customers find every way to say “I Love You” with flair this Valentine’s Day. Order your love-themed Qualatex® balloons today! Check out the full range, interactive catalogue and marketing assets at www.qualatexeurope.com or contact our lovely team on pelorder@qualatex.com or by calling +44 (0) 1279 501090. PBC ©2021 SB-PP2110038

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FOCUS ON... VALENTINES

PRODUCTS

Amscan’s Rose Gold Love range is proving popular for Valentine’s pre-orders. Comprising Air Filled Balloon solutions, as well as coordinating napkins in ditsy or contemporary prints.

The 37” Addressed To My Sweetheart (#21085) letter shaped Microfoil from Qualatex is a great way to get a message across.

For couples (or singles) with a sense of humour, who want to give something a little different, Rubies’ Grow Your Own Boyfriend or Girlfriend novelty items are incredibly popular. However, they don’t always go down well with the recipient.

Love is definitely in the AirLoonz™ and with Amscan’s wide range of air filled solutions, there is something for everyone this Valentine’s day. Choose from designs including classic themes such as L-O-V-E, and Stacking Hearts.

Qualatex says pink is a definitely a key theme for Valentine’s this year. Its new 18” Valentine’s Pink Stripes Microfoil™ (#20970) and coordinating 37” I Love You Pink Stripes and Hearts shape (#21042) together make an instant statement.

Foil balloons from PartyDeco are available in metallic colours and many sizes. The red version of the iconic letters are perfect for Valentine’s Day.

The fun new Qualatex Gnome balloon shapes have proven exceptionally popular, so why not combine with the co-ordinating Valentine’s Day Gnome 18” Microfoil heart (#21507) to continue to spread joy this Valentine’s Day.

The new Multi Flower balloon from Amscan is the perfect balloon gift this Valentine’s Day. At over 1.5m high, it’s a perfect statement piece for accompanying a gift.

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FOCUS ON... VALENTINES

PRODUCTS

Valentines or Galentines, celebrate both with Amscan’s interchangeable banner.

Rose gold hues are still very on-trend, so the combination of the new 42” Rose Gold Glitter Ombré Heart (#21073) with Love Rose Gold Glitter Dots 18” Microfoil balloons (#20994) from Qualatex is expected to be popular for those sending messages of love on Valentine’s Day and beyond.

Absolute ‘must haves’ are all decorations with letters of love. PartyDeco has prepared a variety of styles. Wooden letters are a perfect addition to accessories in boho style, which can be used as decoration at home. Garlands made from large letters or ready-made Love words also make an attractive decoration.

The heart shaped balloons are top sellers for GoDan on Valentine’s Day.

Grabo’s partner, Betallic, has 18 new shapes and designs to provide balloons that for lovers of all ages, from the most classic style to the most modern and fashionable one. Stay tuned on the company’s social media for original ideas on how to decorate your home for Valentine’s Day.

Gemar’s DIY Garland Kit comes with easy to follow instructions so that even a beginner can create a beautiful display.

The juicy and sweet Mon Cherry range is PartyDeco’s key collection.The bestselling cherry balloon will be a unique gift inspirationThe design is also now available in party bags and napkins.

Amscan keeps it classic with hearts. A bouquet of these is always a sure hit. Choose from metallic and satin luxe finishes to mix the textures as well as the tones.

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Pen, paper, partyware

Celebrate the occasion

6-9 FEBRUARY 2022 | NEC BIRMINGHAM

Take note, our Greetings & Stationery hall is full of the most creative and colourful cards, stationery and decorations. Now, that’s a reason to celebrate. springfair.com

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