Progressive Party Europe – January February 2022 by Max Publishing: Print, Digital Media + Events (London)

Jan/Feb 2022

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CONTENTS

What’s inside: JAN/FEB 2022 NEWS

The latest worldwide party sector news

LETTER FROM AMERICA

Ed Avis finds ways to help bricks and mortar costume stores thrive

FEEDBACK

What’s in store for 2022?

WORLD BOOK DAY

Find out what’s in store for the 25th anniversary event in March

SPRING FAIR

The show returns in February and the party industry is ready

NEW PRODUCTS

What’s launching next in the world of party

09 19 22 27 35 39

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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. Register to visit: springfair.com/visitor-registration Trade show of the century

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WELCOME The home of market leading trade magazines

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As we were about to go to press with this issue of Progressive Party Europe, news broke that Spielwarenmesse had been cancelled. You will have heard by now that the continuing uncertainty around the Covid situation forced organisers to put a stop to the show for the second year running. With news like this, it’s easy to feel like 2022 is starting in much the same vein as 2021 did. Shows are being cancelled, Brexit is still causing problems Above: Progressive Party Europe’s Katie Roberts-Mason. for businesses and freight prices and delays are proving problematic for so many relying on them. But having discussed 2022 with many of you for this issue, you are all amazingly positive and in fact, there is so much to look forward to over the next 12 months. We asked some key industry execs about their hopes and expectations for the year ahead and the mood is buoyant after some key successes at the back end of last year, including what one called a ‘stonking Halloween’ and a strong Christmas trading period. Turn to page 22 to find out what companies like GoDan, Boland, Smiffys, Rubies, Gemar and more have planned and are looking forward to. Despite it putting a stop to the Spielwarenmesse plans for everyone, Omicron cases are now beginning to fall around the UK and beyond, and we are hopefully over the worst of this variant. Halloween & Party Expo was able to take place in Las Vegas earlier this month, and you can read a report of the show from our ‘man on the ground’, Fraser Smeaton of Morph Costume Company on page xx. Over the coming weeks, many party suppliers will be preparing to head to Spring Fair to launch new products and ranges, with retailers looking forward to seeing real products in the flesh, rather than over Zoom or Teams at last. Turn to page 35 to read more about the plans for this year’s show. World Book Day is gearing up for its 25th anniversary and children being able to celebrate their favourite literary characters by dressing up at school again after a break last year due to home schooling on 3 March. The charity has some big plans to make this year’s event better than ever, which you can find out more about on page 27. June will see the nation come together for the Queen’s Platinum Jubilee, with a four-day Bank Holiday weekend planned to enable the UK to organise street parties and celebrations galore – a huge boost for the industry and one that suppliers and retailers alike are excited for. That’s just the first six months of the year and there’s loads to get stuck into in that period alone. We really hope that things start to normalise for everyone soon. You should all have by now received the forward features plan for Progressive Party Europe for the year too, but if you need a copy, do let us know. We’ll be in touch with reminders for each issue, and as always, please do send any breaking news through to Katierm@max-publishing.co.uk and robw@max-publishing.co.uk. All that remains is for us to wish you a happy, healthy and prosperous New Year. We look forward to working with you again over the coming months.

@Prog_Party_Eu

Katie Roberts-Mason - Editor Rob Willis - Publishing Director

ISSN 2058 797X

JANUARY/FEBRUARY 2022 PROGRESSIVE PARTY EUROPE

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NEWS PAGE

NEWS UPDATE More schools sign up for World Book Day 2022 than ever before As World Book Day prepares for its 25th anniversary, with celebrations once again taking place in school, rather than at home, the charity has reported more sign-ups than ever before. In 2021, World Book Day was celebrated at home as most children were being home schooled due to lockdown. But this year, plans are progressing for a special party as the event reaches its 25th anniversary, and more schools than ever have signed up to take part. Cassie Chadderton, chief executive of World Book Day, told Progressive Party: “We are always delighted by the number of schools that engage with World Book Day each year, and more schools than ever are signing up to this year’s celebrations.” Plans will soon be announced for the 25th anniversary year. Cassie continued: “This year we turn 25 so we are throwing an extra special party where everyone is invited. Each year we hope that celebrations become bigger and more inclusive as more children and families

read for pleasure and enjoy reading together – our charity’s mission is to change lives through a love of books and offer every child and young person the opportunity to have a book of their own.” Dressing up and celebrating books is a key part of bringing stories to life, and this is more important than ever before as reading for pleasure is in decline and at its lowest level since 2005. Cassie explained: “This demonstrates the importance of improving access to reading for all, and encouraging everyone to see themselves as readers, no matter what their ability is or interests are. “We know that children enjoy being their favourite book character for the day – the key is it provides a talking point for children to discuss books and reading with their friends and family.” Turn to page 27 to find out what costume companies have planned for this year’s celebrations, and for more from World Book Day. Right: Cassie Chadderton, chief executive of World Book Day.

Mattel extends Fireman Sam partnership with Rubies mission is to inspire children to be the best they can be with our costumes and therefore, we are delighted to be able to continue doing this.” Helen Genia, head of UK licensing and hardlines EMEA, Mattel Consumer Products, added: “Fireman Sam is an important piece of British pop culture and a muchloved character across toys, books, fashion, nightwear and dress-up. We are thrilled to expand the licence with Rubies to offer children more role-play opportunities and bring to life the characters and world of Pontypandy through fantastic new dress-up looks, allowing children to play out heroic adventures.”

Rubies has continued its partnership with Mattel and extended its licence for preschool favourite, Fireman Sam. The new deal signifies the strong relationship which has been built over the years between Rubies and Mattel, as the company looks to expand its dressup portfolio across EMEA. Rubies will continue to manufacture and distribute its current styles along with the addition of new designs to the range for 2022. Tracey Devine-Tyley, head of portfolio and licensing, said: “Our partnership with Mattel and its subsidiaries responsible for the creation and continued success of the Fireman Sam brand over the years, is set to grow exponentially following this extension. The Rescue Team have been educating young children for over 30 years on the importance of teamwork and safety and we are proud of the values it upholds as they align with our own company morals which we wish to share and impart on our youngest audience, children. “We are happy to be able to continue to provide youngsters with dress-up that encourages them to act in the heroic and ambitious way that the rescue team of Pontypandy do. Part of our company

For the latest news visit PartyWorldwide.net

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Left: The new deal will see Rubies continue to offer its current styles along with the launch of new designs this year.

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PARTY NEWS

Big Balloon Build 2021 raises funds for Birmingham charity The December 2021 Big Balloon Build partnered with the Free at Last charity, musical theatre company BMOS, and local balloon company, Candy Bubbles. The Big Balloon Build, along with industry partners, Pioneer Worldwide which sponsors the event with Qualatex balloons, and Premium Balloon Accessories which supplies the machines, teamed up with 45 balloon artists from around the world to create a balloon wonderland backdrop for a Christmas stage production of The Nutcracker. The annual events help to promote balloons locally and show the potential of the medim to the public and corporates alike. Each event also supports a local charity. In Birmingham, the chosen charity was Free at Last, which supports children and young adults to reach their full potential. Musical operatic company, BMOS, then performed multiple performances of its own Nutcracker production in front of the four major balloon scenes created. The audience and actors moved from one stage to the next during the live performances, taking in

the scenes including Under the Tree, The Enchanted Forest, the Castle and the Ballroom. The production incorporated multiple dance scenes, as well as some originally penned lyrics to Tchaikovskys Nutcracker suite. Each Big Balloon Build runs from Monday through to Thursday lunchtime, when the team hands over the overall build to the charity, who plan multiple events over the next week to promote awareness of their charity and also to raise funds for their work. Organiser, Stuart Davies, commented: “The Big Balloon Build’s aim is to make a difference to the world through the joy of balloons. We uniquely partner with local balloon companies and charities in each community, with the aim of making a difference to the lives of disadvantaged children and young adults in that area, but also promoting the amazing impact that balloons can have on any event, and their diversity.” The Big Balloon Build is a global venture, and in Birmingham 45 balloon artists from all across the UK as well as Sweden, Austria,

Canada and the USA took part. The next event will take place in Vincennes, Indiana in April 2022, where a team of 60 artists will create the Candyland Boardgame with the permission of Hasbro in aid of the charity United Way.

The new accessory sets from Boland are ideal for those on a budget, or consumers looking to add some finishing touches to their costume. Boland’s new range of accessory sets is expected to launch in March, when they will be available to order for retailers. The collection will include a number of different designs to add incremental sales for retailers, and provide a wider price range for consumers. Sets include an 80s set, a detective set, a clown set, a hippy set, a flapper set, a rocker set and a soldier set – making sure that there is something for every themed fancy dress party.

Following its UK launch in 2021, Gemar has appointed several distributors and a growing number of fans, so the team is heading to the UK in 2022. Due to the pandemic, the Italian Gemar team have not been able to visit the UK since the launch of the UK division, but their tickets are booked for 2022, and they have an exciting agenda ahead of them. First up is the company’s sponsorship of the Blackpool Balloon Bash from 4 – 6 March, 2022. This is the UK’s biggest balloon twisting event and has been growing each year since its conception in 2014. Gemar Ambassador, Irina Gvozdenko will be among the expert lecturers, and will run two workshops, while another Gemar Ambassador Gergö Csatai, will keep an expert eye on the jam room. The Gemar team will then take the Gemar show on tour, travelling around the UK to visit distributors, and Irina will present a masterclass in each location. Further information on the roadtrip will be available on gemar.it soon.

Left and right: The new accessory sets are available in a range of themes to suit any party.

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A further event will take place in the UK later this year and the team aims to take the Big Balloon Build around the world.

Gemar sponsors the Blackpool Balloon Bash and launches UK roadtrip

Boland expands accessory offering

For the latest news visit PartyWorldwide.net

Above: The scenes in Birmingham were created by 45 balloon artists, and local balloon company partner, Candy Bubbles

Above: Gemar Ambassador, Irina Gvozdenko will host two workshops at the Blackpool Balloon Bash, before heading on the Gemar UK roadtrip

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PARTY NEWS

Rubies launches 100% sustainable children’s costumes Following the successful introduction of its adaptive range, Rubies has announced the addition of sustainable costumes to its offering. Rubies has enhanced its current green practices with the introduction of its first collection of costumes which are 100% recycled recyclable and completely reclaimable. The products will also feature lower impact packaging which is reusable with pop out characters. Costumes will be available in children’s sizes from toddler to 9-10 yearolds, featuring some of the most popular characters from ranges including

crisis and made it their mission to lead the way with eco-friendly and sustainable products and packaging. Managing director, Mike O’Connell, commented: “This is not the first step Rubies have taken towards becoming a

Marvel’s Iron Man, The Hulk, Captain America and Star wars; Storm Trooper and Darth Vader. As part of its commitment to consumers, Rubies has always acknowledged the need for industry changes to tackle the ongoing climate

Right: The new sustainable costumes from Rubies will be available in a range of popular characters.

more sustainable and ecofriendly business and it won’t be the last, but it is certainly the biggest leap we have taken. “From initial conception right the way through to production and distribution, we knew that this range of costumes would bring real change. We are proud that we are using our position as industry leaders to create a wave of transformation and that we can be a positive example as a business. “We’d also like to thank the licences we work with for their support of this significant stride forward and the support to ensure we produced costumes to represent their incredible characters, encourage play and are environmentally friendly.” The costumes will be launching in April 2022 and will be available from Rubiesuk.com.

NABAS joins The Woodland Trust as a corporate member

Smiffys presents 2022 virtual showcase In lieu of attending trade shows over the coming months, Smiffys will be presenting its new ranges to customers in a virtual showcase on 7 March, 2022. With over 200 new SKUs for Halloween, including licensed costumes, wigs and accessories, Smiffys is bringing newness to the party sector this year. The firm will offer matching family costumes, new horror

licences, and accessories to help see Halloween 2021’s success continue this year. The virtual showcase will also bring exclusive previews and insights into the company’s new collections of costumes, wigs and partyware. Reps will talk customers through the range, giving an exclusive in depth look at samples. A spokesperson for the company said: “We can’t wait to share some brand new product ranges with you as we continue to expand our offering and remain your goto party supplier.” Retailers can book a digital presentation with their territory manager now, or contact sales@smiffys. com or call 0800 590599 to arrange an appointment.

NABAS is now supporting the conservation charity as a new way to champion environmentally friendly partnerships and schemes. The new corporate membership enables NABAS to contribute £1,000 a year as a way for the association to give back to the community, improving the reputation of the party and balloon industry as a forward thinking and environmentally friendly sector. Collaborating with The Woodland Trust will underpin NABAS's ongoing green campaign, which is designed to help members and their customers to champion best practice with disposal, reuse and recycling of party materials and balloons. To date, The Woodland Trust has planted over 50 million trees, saved 1,172 woods and brought 34,000 hectares of ancient woodland back to life. NABAS said: "We urge our members to also look for ways to operate greener, and their NABAS membership is a great start, as we continue to contribute to UK charities that support sustainability and the environment. You'll start to see The Woodland Trust partner logo appear on our materials and we're extremely proud to support this incredible charity. "This donation is only the start, and we'd love all NABAS members to be actively involved and help make a difference." Below: NABAS will contribute £1,000 a year to The Woodland Trust as a corporate member.

Left: Smiffys will bring its new ranges to customers virtually in March.

For the latest news visit PartyWorldwide.net

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PARTY NEWS

Party City partners with Main Event

Below: The new curated party packs are designed to make party planning easier for consumers.

The collaboration between retailer, Party City, and family entertainment brand, Main Event, aims to create a one-stop shop for birthday parties in the US. The new partnership will see the two companies offer five tailored Party City Packs with made to order Birthday Balloon Bouquets and Party Kit add-on options. Main Event offers a range of party services from digital invitations to activities like bowling, laser tag, and more, making the addition of the Party City Packs a natural fit, delivering easy planning for consumers. Robert Jenkins, vp of sales and strategic initiatives at Main Event Entertainment,

commented: “Birthday celebrations are in our brand’s DNA. Our partnership with Party City allows us

the opportunity to create a solution for parents around the country who want to throw an incredible bash for their

kids, but not have to deal with the hassle of coordination. “We’re thrilled to see this partnership come to life so that our valued guests can leave the party planning to us and instead focus on having fun and making memories with their loved ones.” Julie Roehm, chief marketing and experiences officer, Party City, said: “At Party City, our mission is to make joy easy. We know how special birthday celebrations are, and we understand that people want to celebrate and create memorable moments without the pressures that are often associated with planning. “As the official expert in all things celebratory, we’re thrilled to partner with Main Event to offer birthday kits and balloon displays that were specially curated by our expert team of celebration specialists.”

Spring Fair named trade show of the century

Disguise partners with Sega for Sonic Prime

Annual home, gift, fashion, design and source event, Spring Fair, was presented with the Trade Show of the Century Award at the AEO (Association of Event Organisers) Centenary Party & Awards in Birmingham. Julie Driscoll, divisional managing director for retail, engineering and manufacturing, Hyve Group, commented: "I'm so delighted that Spring Fair has won the prestigious Trade Show of the Century Award at the AEO Centenary Party & Awards. Spring and Autumn Fair from Hyve Group is absolutely delighted to receive this industry recognition and I'd like to thank everyone who currently works on Spring Fair and everyone who has ever contributed to the show. "This award goes to all employees and suppliers who have helped keep this brilliant exhibition delivering for its customers over the last 75 years." When it launched in 1950, Spring Fair was the first show to take place in the NEC Birmingham, which was officially opened by HM The Queen in February 1976. The next show takes place from 6-9 February 2022 and will showcase the latest products on the market, and curates an event where inspiration, creativity and insights are always on tap. Turn to page 35 to read our feature on what the party industry can expect from Spring Fair 2022.

The new deal maintains Jakks Pacific as one of the franchise's global merchandise partners, and names Disguise as the official costume and costume accessory partner for the upcoming animated Sonic the Hedgehog series. The new products will be designed, manufactured, marketed and sold by Disguise worldwide from 2023. As previously announced, the new Sonic Prime series, produced in partnership with WildBrain, is set to launch globally on Netflix in 2022, drawing upon the keystones of the brand, and features the Blue Blur of video game fame in a high energy adventure where the fate of a strange new metaverse rests in Sonic's gloved hands. Jakks Pacific will also produce action figures, playsets, vehicle, plush and other collectibles based on the series from 2023. Craig Drobis, svp of marketing at Jakks Pacific, commented: "Sega has done a tremendous job telling the story of Sonic through a multitude of medium forums. In addition to the highoctane video games, they continue to release and the Sonic Movie 2 coming next year, Sonic Prime's premiere on Netflix in 2022 will keep fans engaged with the property and give Jakks a whole new Sonic multiverse to explore through toys and costumes. Our costumers are not just kids, but also collectors, and this brand consistently hits the mark with retailers and fans year after year." Michael Cisneror, senior manager of licensing at Sega of America, added: "Jakks has consistently captured Sonic's signature persona, and we're thrilled to have them on board for another partnership. Sonic Prime will feature everyone's favourite hedgehog setting out on a new adventure, so we're looking forward to providing innovative products to audiences everywhere that will bring the iconic character to life."

Below: The Spring Fair team were thrilled to accept the AEO Trade Show of the Century Award.

Below: The new Sonic Prime series will launch globally on Netflix this year

For the latest news visit PartyWorldwide.net

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COLUMNIST

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

Everyone hates the dead downtown. You know what I’m talking about – rows of empty stores broken up by a seedy bar or two, maybe a liquor store or gas station. Those are the skeletal remains of once-thriving commercial districts that were severely injured years ago by suburban balls and big box stores and then, later, finished off by the internet.

Keeping bricks and mortar costume stores vital in 2022: Special products are key

“S

ome communities have managed to keep their towns more alive, and a key component of those is interesting retail. In other words, stores that sell products that cannot be found in the boring malls or Walmarts or Targets, or in some cases, even Amazon. These are typically small merchants selling products that are not mass produced. These products are either entirely unique – such as pieces of art - or they come from artisanal suppliers who are more interested in crafting quality goods than selling pallet-loads to chain stores. “When it comes to costume retailers, that truly is the name of the game. When I speak with members of our association, the National Costumers Association, I often hear the same thing: ‘We can’t compete with the big boys unless we have something special to sell’. For some of them the ‘special’ is costumes they sew on-site; these are especially common in costume shops that rent costumes to theatres and schools. But in other cases, the ‘special’ has to come from a supplier who is not in thrall to Walmart or Amazon. And those are hard to find, because, naturally, most companies want to sell as much of their product as possible, unintended consequences be damned. “We have developed one strategy to help our member stores in this regard, and I’ve heard of a few others. The strategy the NCA has established is to create a special programme of NCA Exclusive Products. These

are items that we contract from manufacturers that will ONLY be sold to our members. This gives them that elusive advantage – no one else in their community will be able to sell these particular products. The first effort in this programme is now underway, and we’ll be announcing the products in the coming months. It’s a small pilot programme – we’re working with one vendor who is supplying three exclusive products – but with

this beta test we hope to learn what works best for our members. If things go well, we’ll explore doing this with other vendors. Fingers crossed. “Other strategies I’ve heard include making unique products in-house. Just yesterday a member told me about a theatre-related product that he found hard to source…he figured out how to manufacture it in-house and now sells thousands of dollars’ worth to his customers. Another member told me she makes fancy hats – fascinators and the like – using inexpensive materials and a glue gun, and sells them at great profit. She said New Year’s Eve was especially profitable – customers lined up to buy the hats to wear to parties. In both of these cases the big box stores do not compete with those products. “One more strategy: Selling vintage items. Several NCA members do well buying old clothes and selling them in their stores, either as costume pieces or entire outfits. For example, one member found a badly stained ball gown at a yard sale which she bought for small change. She took it to her store, cut off the fancy toile and repurposed it in several costumes that she has since rented many times. That’s a great example of upcycling. “In 2022 the challenges that bricks and mortar stores have faced for years will not diminish, but creatively stocking the store with interesting, unique, hardto-get items is one solution.” Below: Source: Freepik. A unique product offering is key to the success of bricks and mortar stores.

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FEEDBACK You don’t need us to tell you that 2021 provided a wide range of challenges to the party industry and beyond. Over the past year, you’ve overcome a pandemic, a shipping crisis and Brexit, to name a few of the hurdles. But when Progressive Party sat down with some key suppliers to discuss their hopes, expectations and plans for 2022, there was a lot of excitement in the air.

TIME TO CELEBRATE LISA NORRIS, commercial director, Amscan “While recovery to pre pandemic levels is set for 2022, there are still new challenges to face consequently, such as the headwinds of price inflation driven by global factors. This will be challenging for us all, but something the consumer will have to reconcile with. “Despite this however, there is still a plethora of things to be excited about for the year ahead. “Big birthdays are one for sure. With Amscan hitting the 75th birthday celebration and the Queen marking her 70 years with a summer Jubilee, we’re definitely in the celebratory mood.

“We’re excited to build on the significant sustainability progress within our group businesses, including enhanced projects such as the Terracycle foil balloon recycling scheme; continuing to lead sustainable products across all categories; and making sure we’re fully schooled on our carbon footprint and making positive tracks, something which has become the measure of a business to continue to succeed in this brave new world. “Amscan International also continues to drive innovation and new products throughout the year ahead, across both everyday generic, licensed favourites and seasonal ensembles. We’re looking forward to new launches throughout the year, and really hoping we can support our customers and consumers, to finally have the year of celebration we all deserve.”

MARK BRETT, sole UK agent, Boland

“The big hit for 2022 is the Queen’s Jubilee. This promises to be a momentous occasion, reinforced by a four-day weekend and the UK Government spending many millions promoting it. In April 2020 we had VE day, which despite being in a total lockdown, was a major success. But there was a shortage of last minute product. This time around, there will be little change, except it will most likely be many times bigger and there will be stock shortages, but for different reasons. “A number of suppliers have been offering ranges for some time and booking orders, but there are many who have not ordered. The likely shortages will occur if the remaining customers do not order in the early part of 2022 and leave it until later as the suppliers will not have, and will not be able to replenish their own stocks. “The beginning of June 2022 might seem like six months away, but from an ordering point of view it is more like two months at the most. The overall disruption to the world supply chain that we have all experienced will not improve within the first half of year. So please whoever your supplier is, don’t leave it too late.”

JONATHAN GRASSI, managing director, Grabo “Despite the pandemic for Grabo, 2021 was a year of great prosperity and satisfaction. “We have achieved unprecedented production records and we must certainly be grateful to our customers for the trust they place in us every year, but also to all the workers who are part of this great company. We are and will

always be, a community, which has proven over the years to be united and collaborative, in the bad and the good times, in the moments when the work increased exponentially and we were all ready to roll up our sleeves together. “We hope that the spirit of this ‘family’ will never die out, because it has always been the engine to keep things going and take Grabo up, right to where it is now. We are positive, we envision a flourishing future, the new recruits who have arrived at Grabo have proven to be

up to par in order to continue to do well. It was great to see how the veterans and newcomers collaborated and had fun together. Two generations in comparison who have combined wisdom, competence and experience on the one hand and novelty and discovery on the other, but also lightness and the desire to jump into it. It is precisely the young people who brought a breath of fresh air to Grabo by making us discover other points of view from which to look at the world.”

JANUARY/FEBRUARY 2022 PROGRESSIVE PARTY EUROPE

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HALLOWEEN: FEEDBACK 2021

FRAN HALES, head of content and marketing, Rubies “Nostalgia seems to be the key trend across the entire market; having picked up quite a bit of momentum in recent years, it seems to be going full force into 2022. Across the media, there is a spike in both period set content and revivals of shows focusing on the 1970s, 1980s and 1990s specifically, tugging on the heart strings of key audience age groups as they grew up in these decades. For Rubies, we have plenty of characters from the past decades who are timeless, especially with the Star Wars sagas to fuel this nostalgia trend. “We are gearing up for a World Book Day revival following last year, similar to the response we saw with Halloween, expectations are high with schools and kids eager to be involved and having more of an appetite for dressing up than ever before. Furthermore, we are also looking forward to a mammoth amount of new blockbuster hits and the subsequent release of our costumes alongside these. From DC’s The Batman, to the return of Gru in Minions, to Jurassic World: Dominion, and even ZAG’s Miraculous film, it’s safe to say 2022 will be a bustling, lively and engrossing year for us. “As a company, we welcome the safe return of expos and look forward to attending them in the coming months; you’ll be able to find us at Nuremberg’s Spielwarenmesse, Spring Fair and others across both the UK and Europe.”

DAVID NELSON, president of Premium Balloon Accessories “With a global focus on the environment, particularly the SUP regulations covering balloon sticks, Premium Balloon Accessories has been working very hard to develop some eco-friendly versions of their popular products, and we predict that the new Premium Paper Cup & Stick will become the leading product in the industry for air-filled balloons. The Cup & Stick works in much the same way as the old plastic version and, in addition to being more ecofriendly, will be even more economical to ship as the cups can be shipped in sheets. “Made from 100% paper, with a specially-constructed paper stick to ensure strength and a uniquely designed 100% paper balloon cup, the Premium Paper Cup & Stick is the way forward for air-filled foil balloons and promotional latex balloons – especially since consumers will be able to clearly identify the green credentials of the product. “We have been working diligently to design a eco-friendly cup and stick, and we truly believe that we have the perfect solution. Every company is looking to offer environmentally friendly products, and Premium is no exception – we aim to keep developing and introducing new products as they are created.”

GLORIA VETA, global brand and sales director, Gemar “They say ‘no man is an island’ and in 2022 we revel in being together again, where once we kept apart. From weddings to pool parties, summer picnics to birthdays, we will gather friends and family of all ages in a joyful celebration. Hearts full of love, arms around each other, we offer our support and our joy. “Whether by blood or by choice. We are family, and we are stronger together. “This is the year we rise up in celebration, every occasion can be a party and every party is a precious opportunity.

JANUSZ KRASZEK, ceo and owner, GoDan

No moment will be left to pass by unnoticed. This year we are going big, taking every event to the next level and making memories that will last a lifetime. “But it’s about more than just a party. We have rediscovered the beauty of the natural world as we were forced to slow our lives, to stop and notice the wonder around us. Being in nature has brought us peace and calm when we needed them most, and that’s not something we want to lose. Sustainability has always been important to everyone at Gemar and now you can celebrate with eco-friendly balloons in gorgeous natural shades. “Friends, customers, partners, the global community and even Planet Earth - we work towards a common goal and we are stronger as a family.” ‘Alone we can do so little; together we can do so much” – Helen Keller

Below: The Queen’s Platinum Jubilee in June is set to provide a big boost for the party industry in 2022.

“We hope that the world situation will stabilize in 2022. Now the economic data is getting more and more serious around the world, in Poland the inflation is increasing rapidly. The sea and train transport is also an issue that causes a lot of trouble. All these factors have an impact on business. However, we cannot complain. 2021 turned out pretty well for us. “We plan to introduce new Halloween lines, new balloons, new accessories, and new concepts in 2022.”

ELLIOTT PECKETT, director, Smiffys “We are incredibly excited about 2022 at Smiffys. After a turbulent couple of years for everyone, a stonking Halloween has put us back on track and we are looking forward to a great year. “We have expanded our product ranges to include new licensed partyware ranges and of course a superb new range to cover all bases for the Queen’s Platinum Jubilee. 2022 will also see new innovative ranges of costumes and accessories across all seasons and plenty of new exciting licences to ensure Smiffys continues to be the ‘go-to’ dress up and party brand. “2021 also took Smiffys back to the high street with the acquisition of Smiffys Liverpool, which is going from strength to strength. Offering both traditional high street shopping and click and collect services, the Smiffys Liverpool store adds a new customer experience to the Smiffys brand, which will be a key focus for 2022. “We’re looking to begin the new year with a bang, returning to key trade shows across the globe including the Halloween & Party Expo. We’re looking forward to reconnecting with customers and ensuring they have the best products to meet what we are predicting will be high customer demand throughout the year as people continue to celebrate occasions more than ever before.”

JANUARY/FEBRUARY 2022 PROGRESSIVE PARTY EUROPE

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WORLD BOOK DAY 2022

Inset: Representing many of the most loved licensed characters and books kids love, Rubies’ portfolio includes The Beano and many others.

IN THE GOOD BOOKS World Book Day 2021 took place while children were home schooling, so lost something of its usual dressing up at school magic. But this year, it’s back, and it’s the event’s 25th anniversary, so there are big plans to make 2022 better than ever. Progressive Party Europe found out about this year’s activity and what suppliers have in store to bring the story alive.

orld Book Day was created by UNESCO on 23 April, 1995, as a worldwide celebration of books and reading, which is marked in over 100 countries worldwide. The first time the event hit the UK was 1997, to encourage young people to discover the pleasure of reading. This year marks the 25th year there’s been a World Book Day and on 3 March, 2022, children of all ages will come together to share the joy of reading for pleasure. Many of those children will be encouraged to dress up as their favourite characters at school, and explore new books and stories. This year, more than ever, World Book

Day is an important date in the calendar, as recent studies show that reading for pleasure is at an all-time low. Cassie Chadderton, chief executive of World Book Day, tells us: “Reading for pleasure is the biggest indicator of a child’s future success – more than their family circumstances, their parents’ educational background or their income – but it is in decline and at its lowest level since 2005. “This demonstrates the importance of improving access to reading for all, and encouraging everyone to see themselves as readers, no matter what their ability is or interests are.” Role-play and dressing up can be an important part of encouraging reading.

Cassie continues: “We know that children enjoy being their favourite book character for the day – the key is it provides a talking point for children to discuss books and reading with their friends and family. “Giving children the chance to talk about what they’re reading is a big part of what makes World Book Day work. Dressing up is a fun and hugely popular way to encourage reluctant readers and children tell us they find it a useful way to pick up tips of what to read next. We’re looking forward to seeing the costumes that are getting children excited about books and reading on World Book Day’s 25th anniversary.” As an official partner of the day, Rubies is excited about the 3 March. Fran Hales, head of content and marketing, says: “Kids will be making up for lost time by dressing up to celebrate the joys of reading as their favourite characters from literature. As part of our All Dressed Up campaign, the focus for World Book Day will be to encourage consumers to ‘Read…Wear…Share’ with Rubies costumes. The campaign promotes the importance of being able to enjoy reading a book, owning a book and wearing a costume as a secondary part of the celebrations on the day. “The sharing element is two-fold, firstly by sharing a story or a favourite book and secondly actively encouraging children to donate their costume from previous book days either to charity or to schools to ensure other children can also experience JANUARY/FEBRUARY 2022 PROGRESSIVE PARTY EUROPE

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WORLD BOOK DAY 2022

the joys of having their own character costume and don’t miss out on the fun.” As children weren’t able to join together last year, suppliers are expecting the 2022 event to be a big success. Elliott Peckett, director of Smiffys, comments: “World Book Day will be back with a bang in 2022. With school closures firmly behind us, the event is set to be back on track for early next year. If Halloween is anything to go by, customers will be going the extra mile to get involved with the event and this will include dressing up. “Social media sees parents continue to share milestones and events in their children’s lives, with the World Book Day photo op no exception.”

25 years of World Book Day There is plenty planned to celebrate the milestone year in 2022. Cassie comments: “We have big plans for our 25th anniversary. This year, we really want to inspire children and their families to see themselves as readers, and to do this we have an extensive programme of celebratory, inclusive, and accessible digital activities, events and partnerships. “There will be more opportunities than ever for all children to experience choosing and owning a book at bookshops, and thanks to our brilliant partners, including the NLT, Libraries Connected, BookTrust, Read for Good, McDonalds and booksellers we will reach more communities, families and children than ever before with our 2022 £1 books and our £1 book token. We’re also working with retailers and partners to supply much needed books to communities where literacy is known to be impacting life chances.” Below: Rubies is raising awareness about creating a more environmentally sustainable society through the rewearing, adaption and donation of its costumes. Below right: There are a range of inspirational book characters available in the Rubies portfolio.

Amscan’s category manager, dress-up, Sam Taylor, agrees: “Here at Amscan we are really looking forward to the 25th anniversary of World Book Day. After last year’s ‘World Book Day from Home’ being a real success albeit occurring remotely, we are expecting an even greater book week with a buzz for this coming March. “Taking the positives out of Halloween and Christmas, I am excited to see Book Week in full motion for the first time in a couple of years.” Retailer demand for costumes is also strong this year. Lianne Barber, EMEA marketing manager, Disguise, explains: “World Book Day 2022 will be the first for Disguise with costumes in market supported by the newly formed EMEA team and we are excited to be able to offer several licensed costumes. World Book Day plays a significant part of any costume calendar, second only to Halloween. “We have seen demand for a World Book Day offering from all major retail partners and while we look ahead to World Book Day 2023, where we can develop ranges with Disney, there are still several top brands available for World Book Day 2022.” Disguise has big plans for the event going forward. Lianne explains: “As Disguise grows in EMEA, our aim is to become synonymous with World Book Day. 2022 may be the first year since 2019 where children have celebrated this event in person and we are encouraged by the demand for our licensed costumes.” Coo of Rubies, Mike O’Connell, rounds up the essence of the event: “Rubies as a company loves World Book Day and all the charity stands for. We all love to read, and we understand the importance in

Above left: There are both licensed and generic costumes available for World Book Day in the Amscan range. Above: Amscan offers a range of sustainable costumes for World Book Day, using 100% recycled content and labelling and recyclable and reusable packaging.

World Book Day and what it means to children and parents alike. Tucking into a real page turner isn’t just about escapism, it’s fundamental to supporting imaginations, developing vocabulary, and providing an incredibly powerful life skill. “We actively encourage dress-up as it helps association with literature, breaks down walls by making reading accessible for pure enjoyment, which in turn can open doors of opportunity to all children later in life. We endeavour to spread this love of reading through our costumes, which allow children to become part of the stories they love. We understand that by doing this we are championing literacy, creativity and intelligence in young children all of which will positively shape who they grow to be.”

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WORLD BOOK DAY 2022

WORLD BOOK DAY PRODUCTS

Representing many of the most loved licensed characters and books kids love, Rubies’ portfolio includes The Beano, Horrid Henry, Amelia Fang, DC Comics, Marvel, Star Wars and many others.

In recent times, Smiffys has noticed customers revert to nostalgic well-known brands after the uncertainty of the past couple of years. Peter Rabbit continues to be one of its top licences as the stories span generations and appeal to both parents and children.

Roald Dahl stories are classic go-to options and Smiffys’ collection continues to be successful year on year, and the company expects this year to be no exception.

Disguise’s gaming licences are in high demand for World Book Day. The Mario Fancy Dress is ideal to relive the adventures of Luigi and Mario from the best-selling platform game. Play out your own Super Mario Bros adventures as Mario. This costume includes a jumpsuit, hat and self-adhesive moustache.

Amscan is looking forward to continued success with some of its key Book Week ranges, including Wizard of Oz, Cat in the Hat, The Very Hungry Caterpillar, Elmer and more classic characters from its generic and sustainable portfolio.

Minecraft is a game about placing blocks and going on adventures. Creeper has become one of the icons of Minecraft among super fans and game lovers. This costume from Disguise includes jumpsuit, detachable foam overlay and mask.

The Warner Bros offering from Amscan has been expanded including key favourites such as Charlie and the Chocolate Factory, where you can choose from everything from Charlie Bucket, Willy Wonka or even go dressed as the Golden Ticket. It’s not just for students, the firm has coordinating costumes perfect for teachers too.

This year’s event will be the debut season of Smiffys’ Julia Donaldson collection, including Zog, Stick Man, The Highway Rat and Room on the Broom, which they predict to be a huge hit after the success of its Gruffalo costume launched last year.

Amscan’s generic children’s portfolio has also seen new designs added for this year, with everything from animal, history to novelty, there are key styles to cover whatever theme you’re looking for.

Retailers can get stocked up with everything Wizarding World and Harry Potter from Rubies for both the 25th anniversary of the start of the franchise and the release of Fantastic Beasts: The Secrets of Dumbledore this year.

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SPRING FAIR 2022

Spring forward

Following a two-year break, Spring Fair is back next month at its usual Birmingham NEC home from 6 – 9 February and is promising a show full of bright new finds across all areas of the party industry from some of the key suppliers. Progressive Party found out what’s planned from Alison Graham, key account director for the event.

n the wake of the successful relaunch of Autumn Fair last year, after its absence due to the pandemic, the team behind Spring Fair are working hard to ensure the 2022 show is better than ever before. Alison Graham, key account director, Spring Fair, explains: “We have spent many months researching the market, talking to our customers, listening, and learning, and feel confident that Spring Fair will deliver the best possible experience across its four days. “Visitors will discover the most inspirational and exciting brand line-up and stock rich exhibitors, as well as the newness, cross-buying opportunities and sustainable products that are so key to buyers and their customers now.” One of the findings which has led to the main change to the show this year, was the desire for a shorter format. Alison continues: “Buying behaviours have changed in recent years and visitors have communicated that they welcomed a four-day show and that a more condensed few days with the

same number of talks, demonstrations and meetings would make it a more dynamic and action-packed event.” There will also be a focus at this year’s show on sustainability. Alison explains: “Sustainability and good ethics continue to be top of the agenda with 82% of visitors stating their interest in sustainable and ethical brands.” As a result, existing initiatives such as the sustainability trail will continue to highlight and champion brands in this area and the work they do. New for Spring Fair 2022 will be the Curated Meetings service. Following a

Left: The show is making a welcome return after a two-year break due to the pandemic. Top: Hall 3 will house party exhibitors alongside the greetings and stationery sector. Above: All occasions and events are covered in the party sector of Spring Fair.

successful trial at Autumn Fair, Curated Meetings is scaling up for its official launch at the show. Alison says: “Over 300 15-minute, pre-scheduled 1:1 meetings between vetted buyers and relevant brands based on mutual interest generated thousands of pounds of new business at Autumn Fair and the programme now includes brands across all sectors and a host of confirmed retailers with an average buying power of £330K.” The party sector will now sit in Hall 3 at Spring Fair alongside Greetings and Stationery and covers suppliers of balloons and partyware. Alison believes the show to be a must for party buyers. She explains: “Spring Fair is the only exhibition for sourcing party products in the UK. There will also be some great demonstrations of stands such as how to make balloon decorations. Pioneer Qualatex are a major draw because of this. The show also allows party planners to see new ways of displaying product. It really is a notto-be-missed show.” Find out what some of the key party exhibitors are planning for Spring Fair in the following pages. Left: Following a successful trial at Autumn Fair, Curated Meetings will launch at Spring Fair 2022

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SPRING FAIR 2022

GEMAR - HALL 3, STAND 3G10-H11 Gemar’s natural range launched in 2021, with the misty rose and olive green colourways, and proved an instant hit. Now the company has a new colour to add, warm and oozing sophistication. They don’t want to spoil the surprise though - you’ll just have to visit the stand and see it for yourself. We can’t celebrate nature without thinking about sustainability and all Gemar balloons are produced using natural rubber latex and organic dyes. In fact the manufacturing process saves 20g CO2 per balloon. No matter which of Gemar’s balloons you choose, they are all biodegradable and the company always works to benefit the local communities it is involved with. But they didn’t want to stop there, which is why Gemar developed the FSC range. This range is 100% FSC certified, meaning that all materials in the balloons and packaging come from forests managed to the highest standards. QUALATEX – HALL 3, STAND 3J10-K11 Pioneer Europe, manufacturers of Qualatex and Northstar Balloons, will be exhibiting at Spring Fair on a brand new stand for the 2022 show. Head of marketing, Julie Dommett, commented: “The Pioneer team are really looking forward to being back at the NEC this February. Visitors will have the chance to see our new ranges for the first time and can also pick up a copy of the new Qualatex Everyday Essentials Supplement. The stand will also showcase the Pioneer Party range – including the new Star Wars The Mandalorian range. “Spring Fiar offers a great chance to view large scale décor that will feed the imagination, plus seasonal and everyday window displays to inspire you for the year ahead. There will also be product demonstrations from world-renowned instructors and of course the opportunity to catch up with the Pioneer team in person.”

GRABO – HALL 3, STAND 3H10-J11 Grabo will fly to Birmingham to attend Spring Fair 2022, and celebrate the company’s 40th birthday. There will be a unique theme that encompasses the fair, and Grabo is sure that the new colours will dominate the foil market as they will be a novelty for everyone. Fashion changes continuously and the company wants to show how much commitment and dedication it has towards change. Attention to trends was fundamental for Grabo to make decision to expand its new collection that the team will proudly present to its customers. They can’t divulge any big spoilers, the only thing they can tell you is that the key to the project comes from the inspiration of nature and its incredible, refined colours and a unique elegance which will be the dominant character of the new Grabo products.

CLUB GREEN AND HOOTYBALLOO – HALL 3, STAND 3J21 At Club Green and Hootyballoo, the team has been busy designing and manufacturing brand new products to showcase at the fair. There’s a real buzz of excitement for the company as they finalise their stand design and show rota - everyone in the office wants to be there. Club Green and Hootyballoo have lots to tell you about, here’s just a sneak peak at some of their new ranges for 2022.

ITI(UK) – HALL 3, STAND 3J20-K21

PARTYDECO - HALL 3, STAND 3D10 PartyDeco will be showcasing its premiere products for the upcoming season in its latest Spring 2022 trendbook, including brand new categories and collections: Spring, Easter and Mother’s Day, which encompass balloons, partyware and décor in a range of designs.

ITI will be exhibiting both the Globos Payaso and Fantasia brands. Within the Globos Payaso range ITI will be launching a brand new initiative called The Power Of Colours. Latex Occidental (Globos Payaso) has carried out a great deal of research throughout the world over the last two years, on colour trends. The company will show the colour trends for 2022, how they originate and where they are going. As the whole world has experienced two years of the effects of the pandemic, there is surely nothing better than looking at a world of colours.

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MORPH REPORTS

Viva Las Halloween Expo… As Halloween & Party Expo 2022 takes place in Las Vegas, in a change to its traditional home at New Orleans, Progressive Party’s roving reporter Fraser Smeaton, ceo of Morph Costume Company, reported back to London HQ with his observations.

o much of travel now is the anxiety around testing, forms and protocols, I do think the fear is much worse than the reality. And so it has been seriously refreshing, exciting and energising to find myself at a busy, noisy and colourful show in Las Vegas. Halloween & Party Expo, much like, I imagine, all trade shows right now is perhaps a scaled-down version of what we’ve previously seen. But it has absolutely delivered, maybe over-delivered and that’s incredible given the current state of play. I’m talking to you now not just as Progressive Industry man Mark Schofield of Smiffys fame was also really buoyant, with a busy stand and particular interest in the Manic Panic and Fever brands. He’s loved seeing people in person but also said that Vegas is full of booze and flashing lights with conflicts with his shy and retiring personality. I enjoyed the usual lovely company from Robert at Rasta Imposta who said it was great to catch up with customers he hasn’t seen for years. He’s hugely enjoyed the buzz about the show and industry this year coming. “I am sure people are smiling under their masks.” he says.

Jon Stein at Cinema Secrets is excited to be here and happy the show went ahead. He states a good turn-out of buyers who are writing orders. Big tick. 38

Party’s man on the ground (and no, they didn’t agree to pay my bar tabs while here), but also as an exhibitor with my own brands and an industry observer overall. To get my own interests out of the way – Morphsuits has had a great show. We’ve seen nearly all of our expected buyers, met some fantastic new ones and all agreed that the year ahead has plenty to offer – so it’s a tick from my piece of land on the show floor. But let me tell you what a few others are saying, too:

The lovely Lisa Griffen, marketing director at Leg Avenue told me their show is going splendidly. They seem to have the largest booth on the show floor (I may need a tape measure to compare it with California Costumes) and it is packed. Their customers had a good Halloween and they have no less than 75 new costumes for 2022. Logistics issues could still be a worry for the industry but leg Avenue keep a healthy inventory and will be ready to ship. Also, Pop culture inspired ranges will be hot this year.

Mike Braam – buyer at Fun.com tells me it’s really nice to see people face to face and he sees big licenses for 2022 including Jurassic World and Batman. (Sorry to any incoming sales email, Mike!). Colleague Julie Fallenstein, also at Fun.Com says best thing she has seen is baby costumes with matching pacifiers from My Other Me. I’m sure the lovely Carlos has this one nailed, he doesn’t miss a trick. The big show news, though, is Opposuits’ popular Robin Breeman celebrating his 30th Birthday whilst in Sin City. Now, the Opposuits team aren’t known for being shy and retiring, as any of you who have seen ‘that video’ from their infamous Christmas party will attest. But Robin certainly laid out his stool this year: “For my birthday I want to go to The Heart Attack Grill, where they spank you if you don’t finish your food, and I am not planning on finishing my food.”

My other observations (scribbles) include: It’s interesting to see Jazwares showing their new Marvel and Star Wars designs which they are distributing through Morris costumes. Erin Thompson, director of product at Elope has 400 new products on show, very impressive…

Let’s us hope any potential Mrs Breeman is not an avid reader of this fine magazine. Your man in Vegas, Fraser.

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NEW PRODUCTS

With Rubies’ diverse new stock offering, there is something for every party business. From costume tie-ins with upcoming blockbuster hits such as DC’s The Batman to a brand-new extended range of Wizarding World dress-up, just in time for the 25th anniversary of Harry Potter, be sure to order your stock now to get it in time for World Book Day.

New on-trend themes in the Qualatex Everyday Essentials offering include watercolour floral designs, with a new Happy Birthday design and a Bride to Be option added to the range – both of which co-ordinate beautifully with the recently introduced Watercolour Rose large Microfoil shape.

New additions to the Qualatex Everyday Essentials catalogue include a range of new low age milestone 18” Microfoil™ balloons with one to five ages available in pink and blue, which co-ordinate with Birthday Boy and Birthday Girl balloons launched last year.

The floral theme continues with the Qualatex striking Happy Birthday to You Pink Peonies Bubble Balloon™. With large florals and Bubble Balloons both very much in demand, this is sure to be a popular new addition to the range.

Smiffys will be offering a virtual showcase this March in lieu of the trade fairs, where the team will offer a preview of a number of new ranges including the new Disney Descendants collection.

As Boland is placing more and more emphasis on sustainability, the company has launched its first wigs in environmentally friendly packaging. The plastic box has been replaced with cardboard packaging. All plates, cups and napkins from Boland have now also been replaced by an environmentally friendly alternative which is biodegradable.

Boland is introducing several new themes including a complete decoration and tableware range. The new themes include Safari, Donut and Fruit and will be introduced in mid-2022.

As the nation prepares for weddings galore this summer, hearts are sure to be in fashion. With silver and gold versions of the new 42” Open Marble Heart available from Qualatex, you can create impactful décor and gifts to fit with any bride’s colour scheme.

JANUARY/FEBRUARY 2022 PROGRESSIVE PARTY EUROPE

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