Progressive Party Europe July August 2019 by Max Publishing: Print, Digital Media + Events (London)

July/August 2019

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WELCOME

Welcome to the Party As one of the fundamental cornerstones of the party and So what does this all mean? For the most part, people are balloon market, the global helium shortage has been looking for ways to work around the problem, shifting their dominating the conversation over the last few months. focus towards air-filled décor. PPE has looked at a number of The first price rise, back in January, went by without much these solutions in this issue and it’s great to see that there’s so fanfare. Businesses tried to absorb the costs where they could much out there. One thing that is coming through loud and and for the most part, took what was clear from all sides is that balloon actually a fairly steep rise (around artists are a creative bunch and 15% or so) in their stride. In May, many of them (you!) are seeing the balloon gas supplier BOC took the step shortage as a challenge! of restricting its canister supply to oneWe haven’t dedicated the in, one-out and naturally, this caused whole of this issue to the helium problems beyond the immediately issue – we’ve also taken a deep obvious. If you had enough helium dive into the world of licensing. left in your canister for 20 balloons but Brand Licensing Europe is taking needed to supply 30 for a job then you place at the beginning of October, had two choices – either return your so we have found out what canister as it is or tell the customer you makes licensing so very important can only do two-thirds of the job. throughout the party industry. It’s a Not a position any balloon artist wide- ranging sector and one which or business wants to be in, but a drives a huge amount of business, dilemma which was being faced up Above: PPE’s Rob Willis and Jacqui Parr after a particularly hard week. particularly at key times of the year. and down the UK. And the problems We have also taken a look at were not restricted to BOC either. Other suppliers were comedy and novelty costumes, spoken to Portugal’s leading (quite rightly!) focusing on fulfilling their existing customers’ party retailer and found out exactly what makes Hollywood orders first, meaning that many of them were unable to Fancy Dress tick. It should be enough to keep you going until take on new accounts. the enf of summer at least, when our attentions will turn to all Fast-forward to July and the situation has gone from bad things Halloween... to worse. Further price increases of up to 50% (on top of the Have a great summer! 15% or 20% from earlier in the year) have meant that even when balloon artists can secure helium, consumers are often @Prog_Party_Eu unhappy with the new pricing structure.

Balloon Industry Party Progressive Ad Vertical Quarter Page HIGH RES.pdf 1 5/4/2018 12:27:26 PM

What’s inside: JUL/AUG 2019 5

NEWS

BAPIA NEWS

WORD ON THE STREET

RETAIL INTERVIEW: PARTYLAND

FEEDBACK

EURO NEW PRODUCTS

LICENSED TO PARTY

NEW PRODUCTS

BRAND LICENSING EUROPE

LICENSED PRODUCTS

AIR FILLED BALLOONS

COMEDY COSTUMES

RETAIL IN NUMBERS

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NEWS PAGE

NEWS UPDATE Industry responds to dramatic helium prices rises The balloon and party industry has been dealing with the results of the current global helium shortage for some time now, with much of 2019 seeing suppliers issuing significant price increases right across the board. The most recent rise – which was applied by BOC on a nationwide basis from the start of July, with Air Liquide set to follow in the coming weeks – has increased prices by up to 50% in some cases. It follows BOC's decision back in May to limit customers to a one-in, one-out policy for its gas canisters.

The average price rise is reported to be around 15% and also includes further supply restrictions. Balloon artists and party retailers have been looking for a number of alternative solutions, including focusing on air-filled designs to reduce their reliance on helium. “I knew there was going to be an increase but I was very shocked when I was told how much,” said Sharron Taylor, who runs Giggles Party Shop in High Wycombe and has been hit with a 50% increase. “It’s a big ‘inflation’ for me, and I am not sure how my customers are going to react.

We are already promoting and educating air-filled decor but these take time to create. Let’s hope for all of us professional balloon artists that the helium crisis (if there is one) will be resolved ASAP.”

Above: Helium is traditionally used for many displays.

Best Licensed Dress-up or Partyware finalists revealed for Licensing Awards 2019

Baters bow out after 50 years It’s the end of an era at fancy dress and accessories company Bristol Novelty, as the company bids farewell to joint mds Chris and Kevin Bater – who have been leading the company since 1994. Rubie’s acquired Above: Bidding a fond farewell to the Bater Brothers. the business in 2014, securing Bristol Novelty's future as one of the industry’s leading wholesalers. As chief operating officer, Michael O’Connell will be leading Bristol Novelty into the future, with a fresh new management team (business development manager Hannah Sparrow, product and buying manager Richard Wall and marketing manager Fran Hales) working on the exciting projects ahead. “Chris and Kevin are two great men and I admire all they have achieved,” commented chief operating officer Michael O'Connell. “I’d like to thank them for everything they have done for Bristol Novelty and the entire costume industry.”

The finalists in Best Licensed Dress-up or Partyware category for the The Licensing Awards 2019 have been revealed. The judging took place at Arsenal’s Emirates stadium in early July, where the submissions were considered by 150 retail buyers from right across the retail spectrum including Forbidden Planet, Toymaster, John Lewis, The Entertainer, Games Workshop, Sainsbury’s Argos, Tesco, M&S, Morrisons, George @Asda, Primark and Hamleys. The Best Licensed Dress-up or Partyware finalists are: T Barbie 60th Anniversary Set from RH Smith & Sons T Elmer Collection from Amscan International T L.O.L Surprise! Partyware from Unique Party T Marvel: Avengers Endgame Dress-Up from Rubie’s Masquerade T Nerf Party Range from Amscan International T Roald Dahl World Book Day Collection for Tesco (F+F) from RH Smith & Sons T Toy Story for George@Asda from Christy’s by Design

Escapade sees Trump suit sales rise by 80% London-based fancy dress retailer Escapade saw sales of its inflatable Trump Baby suit rise by an impressive 80% in the run-up to the recent protests about President Trump’s state visit to the UK. “In the lead up to the Trump protest on Tuesday 4 June, we saw our Baby Trump costume soar in sales with an increase of 80%,” reported Lucy Sadana, who manages Escapade’s social and marketing team. “There has been a huge amount of hype about the costume and our store in Camden completely sold out in the two weeks before the protest. Continuing to be in popular demand, many customers were then taking to our website and placing orders for next day delivery in order to participate in the big event in style!” Above: The Trump baby suit has been a popular choice.

For the latest news visit PartyWorldwide.net

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Party City opens branch in Liffey Valley

US-based party product chain Party City has open its first Party Citybranded retail outlet in Europe, in the Retail Park Liffey Valley, Co Dublin. The store, which officially opened on Saturday 29 June, has been widely welcomed by local consumers and already has over 8,000 followers and a number of glowing 5/5 reviews on Facebook. An Irish specific ecommerce website, partycity.ie, runs alongside the dedicated store, which is operated on a day-to-day basis by Creative Retail Solutions, the company behind seasonal pop-up chain Halloween HQ. Party City is the largest retailer of party goods in the US, where it operates nearly 900 stores.

Inset: Elsa, Anna and Iron Man helped the official opening go with a swing.

Industry suggests air-fill solutions Balloon and party companies Amscan and Pioneer Europe have suggested a number of air-filled solutions in response to the current helium shortages, as many balloon artists look for alternative ways to offer their services. Balloon brand Qualatex published a 12-page catalogue featuring a number of suggestions, including simple and luxury air-fill designs options, as well as stand-ups and quick link columns. Detailed recipes also incorporate a selection of cash and carry ‘gifts’ as well as candy cups, balloon buddies and more. Amscan has also offered a number of solutions, focusing on Airwalkers, Helium Savers (a line of high-quality balloons that require up to 20% less helium), air-filled letter displays and mid-size 26" number shapes (which use 40% less helium than traditional 34" numbers). “We would be pretty crazy to ignore the changes in the industry as a result of the current global helium shortage,” said marketing executive Charlotte Terry. “The party doesn’t have to stop! Some of our Airwalkers can be filled using no helium at all.”

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PARTY NEWS

Gemma International to cease trading after 34 years After 34 years as a leading licensed greeting card, giftwrap and partyware company, Gemma International ceased trading in June of this year. Confirming the rumours that have been circulating for a while, Amanda Parkin, managing director of Gemma International, wrote to the company’s agents to inform them of the business’ demise. The statement said: “It is with great regret that I am writing to inform you that Gemma International has announced that it will cease trading. The directors have resolved to put the company into an

insolvency process known as a Creditors Voluntary Liquidation.’ The notice came after a number of failed attempts to save the long-established business, including drastic cost cutting and putting it up for sale. Gemma’s range of core party tableware lines included balloons, banners and favour packs across a range of popular charcaters such as Peppa Pig, PJ Masks, Natural History Museum and Stormtrooper licences. Agreements with

Primark launches pet fancy dress line Fast fashion high street retailer Primark has launched a range of pet fancy dress, with prices starting from as low as £7. The budget fashion retailer is selling a whole range of fancy Above: Primark’s new costume line is dress outfits for pets, perfect for the pup in your life. including a unicorn onesie, a hot dog costume and even a bumblebee option. Pet fancy dress has been growing in popularity for some time, with a peak in interest at key seasonal times such as Halloween and Christmas. The latest high street dress-up collection is expected to be a popular choice for social influencers across all channels, where it is bound to get tails wagging.

Toy Story 4 breaks records as party embraces Disney.Pixar franchise The final movie in the hugely popular Toy Story franchise launched in UK cinemas on 21 June 2019, after already breaking US box office records with the biggest opening weekend ever for an animated film. The Disney.Pixar franchise first began in 2005, with this year’s movie only the fourth in nearly 15 years of dedicated Toy Story fandom and merchandise. Amscan has created a number of refreshed dress-up options as part of its Disney Baby licensed

collection. Sizes range from 0-3 months up to two years with characters including Woody, Buzz Lightyear, Jessie and Rex. A wide range of Anagram balloons includes SuperShapes, Airwalkers, Mini Shapes and Orbz. A new range of Toy Story 4 face masks is also available, as the latest addition to Mask-arade’s extensive licensed offering. The range features classic iconic characters, Woody, Buzz, Rex and Bo Peep as well as new faces, Gabby Gabby and Forky.

For the latest news visit PartyWorldwide.net

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licensors were terminated when PWC was appointed as liquidator and new agreements with other suppliers will be announced in the near future. Above: Gemma International based in Andover, had the NHM licence.

Birmingham is the latest UK city to ban balloon releases Birmingham is the latest UK city to ban balloon releases as the council declares a ‘climate emergency’ and begins its crackdown on single-use plastics. A number of actions were proposed in order to make Birmingham a ‘plastic free’ city, including banning balloon releases and installing free public water fountains. The recommendations – which received crossparty support throughout the chamber – followed a scrutiny inquiry into the use of disposable plastic items, which is currently in the spotlight as campaigners highlight the damage they cause to the environment and wildlife.

Bristol Novelty launches exciting e-fulfilment solution Costume and accessories company Bristol Novelty has launched an exciting e-fulfilment dropship solution as it continues building on its ever-growing digital service. The new service is supported by an advanced and unique data hub that will make integrations simpler than ever and provide new opportunities for all retailers to compete in the online world. It forms part of Bristol Novelty’s continuing promise to offer innovative and sophisticated solutions to elevate its customer’s experience. “The new platform ensures we are delivering the digital tools for success to meet our customer needs,” states chief operating officer Michael O’Connell. “Our strategic focus and investments in technology and product development ensure we are providing customers both old and new, with the opportunity to reach consumers across the UK and beyond.” Customers can contact the team on sales@bristolnovelty.co.uk or at 0117 972 4012.

Sainsbury’s/Asda merger blocked for ten years The Competition and Markets Authority has blocked Sainsbury’s and Asda from any possible merger until at least 2029. As well as being barred from acquiring a stake in Asda – or any of its subsidiaries – for the next decade, Sainsbury’s also cannot buy an interest in any business that has a holding interest in Asda. The same rules apply to Asda and its parent company Walmart. The move follows on from an indepth look into the proposed merger, which was blocked by the CMA in April. The two chains are prohibited from any merger until July 8 2029 unless they receive prior written consent from the CMA.

National newspaper focuses on fancy dress National British newspaper The Sun focused its attentions on children’s fancy dress ahead of the summer and Halloween seasons, looking at a number of high street and other retail options. The feature starts off by acknowledging the power of hit movies on the childrens’ fancy dress industry and advises checking out ‘ASDA, M&S and Amazon’ for a comprehensive selection of these licensed costumes. H&M was named as the best place to buy Halloween fancy dress costumes, TU at Sainsbury’s was the chosen retailer for superhero costumes and the Disney Store for high-quality options. Asda was named as being the cheapest fancy dress option as it ‘offers great value for money’, while Amazon was highlighted as ideal for the more unusual or hard-to-source costumes. The only dress-up brand to be mentioned in the feature is Melissa & Doug, which was noted for its ‘real world’ costume range. JULY/AUGUST 2019 PROGRESSIVE PARTY EUROPE

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PARTY NEWS

ZURU partners with TerraCycle for recycling programme

Left: ZURU also advises consumers not to release balloons into the atmosphere.

Toy company ZURU – which recently launched a range of self-sealing party balloons into the UK market – has partnered with innovative recycling giant TerraCycle to launch a global balloon recycling programme. Starting this September, all ZURU Bunch O Balloons products in the USA, Canada, UK, Australia and New Zealand will be fully recyclable.The programme will be powered by a long-term strategic alliance and encourages consumers to think ‘green’ and recycle 100%

of their used balloon plastics and packaging. Consumers will be able to ship or drop off used packaging, balloon pieces and fast-fill stems at TerraCycle recycling

stations, where they will then be processed and recycled into new materials. “Taking steps to make our products more sustainable is a top initiative especially when

Budget Greeting Cards opens Nottingham branch Budget Greeting Cards opened its ninth branch on Sunday 16 June, the latest part of the the greeting card, partyware, stationery and gift wholesaler’s ambitious expansion plan. The Nottingham store is the first of five new BGC branches, with other locations yet to be announced. Co-founder Paul Lavery has confirmed that the launch of the Nottingham site is the first step in the business’ plans to establish a ‘bricks and mortar’ presence in geographic areas that have not had a local BGC branch in the past,

Pop stars embrace novelty fancy dress Following on from her recent Met Gala fancy dress experience, Katy Perry has once again embraced the novelty costume for a highprofile appearance in a music video with Taylor Swift. Both celebrities have appeared in Taylor Swift’s latest music video ‘You need to calm down’ in full-on fancy dress, with Katy wearing the burger outfit she wore to last month’s Met Gala and Taylor dressed as a carton of fries. The two pop stars have shared images of their fancy dress collaboration on Instagram, with Katy writing: ‘This meal is BEEFfree’ and Taylor calling it a ‘happy meal’. Between them, the two Instagram posts have been liked just under 5 million times.

adding that he is: “very excited about the future of this new branch.” The new 40,000 sq ft premises is based on the Centurion Business Park and will carry a wide selection of partyware (with a complete range covering all categories – balloons, banners, badges, etc), greeting cards, stationery, toys, homeware and gifts. It will also include a dedicated area for balloon training and workshops. The other BGC branches are based in Belfast, Birmingham, Bradford, Bristol, Dublin, Dunstable, Gateshead and Manchester.

Punk band aims for fancy dress record Punk legends The Damned have put out a call for fans to dress as vampires at a one-off concert later this year in a bid to break the Guinness World Record for the most people dressed as vampires together in one place. The one-off ‘Hammer House Of Horror Presents The Damned’ event was announced at a special launch Q&A with Jonathan Ross, held at London’s The Groucho Club. The band will be playing at the London Palladium on Monday 28 October and have called for anyone attending the Night Of A Thousand Vampires show to do so in fancy dress. More than 1,040 fans need to dress-up in order to beat the current record.

Spirit Halloween scoops International Licensing Award American fancy dress and costume supplier Spirit Halloween has won a prestigious International Licensing Award for its Fortnite costume collection, which initially launched late last year. The awards – which took place during Licensing Expo at the Mandalay Bay Convention Center in Las Vegas on Tuesday 4 June

Above: Katy and Taylor embrace novelty dress-up.

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Above: The ‘night of a thousand vampires’ hopes to be a record-breaker.

– saw the video games sensation Fortnite taking home five wins at the prestigious event; two of them for party product. In addition to bringing home Spirit Halloween’s trophy for the apparel and accessories category, Jazwares was also named a winner of the toys and games category for its fun Fortnite piñata.

it comes to left-over balloon latex and packaging from our Bunch O Balloon brands,” said Anna Mowbray, coo and founder. “We're providing consumers with a simple way to recycle material, reduce the amount of landfill plastic around the world and produce recycled materials.” The multi-market TerraCycle initiative is just one part of ZURU’s ten-year sustainability programme to rethink how it designs products and can reduce plastic usage while still delivering a top quality experience.

Qualatex Slovenia Event celebrates ten years The Qualatex Slovenia Event – which is taking place between 16 and 19 September 2019 – will be celebrating a decade of balloon decorating later this year. The event will be held in Terme Catež for the fifth time, with seminars, competitions, a gala dinner and a full entertainment programme in place across the four-day period. Hands-on seminars will incorporate the whole process of creating elements, with a detailed explanation of each step. Instructors will teach a number of different techniques and balloon decorating ideas which are ideal for a number of different occasions. Experienced decorators will also be able to take their official CBA exam, which is an internationally standard recognised all over the world. The instructors include Colin Stewart (Canada), Zsolt Dömötör (Hungary), Romana Kolenc (Slovenia) and Niko Fric (Slovenia), with more to be announced. Several competitions will be open for both decorators and twisters. The main competition is to create an unforgatteable top table display for a wedding, while others include a speed challenge, a balloon hat, a frame sculpture and others. For more information or to book your tickets please visit www.sloveniaevent.eu

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PARTY NEWS

Carnival Costumes holds closing down sale

Fancy Dress Worldwide named in Startups 100 list Costume and dress-up online retailer Fancy Dress Worldwide – which launched just four years ago – has been named as one of 100 companies to receive the accolade for being one of the UK’s best and most exciting new businesses this year. Now in its 11th year, the Startups 100 list has become an annual milestone in the UK business calendar. Ranking at number 56 in the prestigious list, FDW was the subject of a glowing report, highlighting the breadth of its reach and its rapid growth.

The global business operates in 85 different countries and stocks over 17,000 products using a proprietary software system which streamlines processes and manages stock levels. The company is valued at £2m and is projected to hit £4.4m turnover by the end of its fourth financial year in March 2020. By 2024, the company is targeting turnover of £16m. “It is a fantastic honour to be named in the Startups 100,” said founder Dominic Portman. “We are looking to continue to build on our successful relationships with

suppliers into 2020, which is going to be a very exciting year for the business.” Above: Startup 100 founder Oli Barrett MBE (left), Dominic Portman (centre) and Julien Callede, founder of Made.com (right).

BLE prepares to celebrate 21 years in 2019

Balloons By Reds moves into new premises

Brand Licensing Europe (BLE), taking place from 1 – 3 October 2019, is preparing to celebrate the show’s milestone 21st year. A significant venue change sees the show relocates to ExCeL London, providing a transformed event experience and improving accessibility for both UK and international visitors. The show will play host to over 260 leading brand owners and agents, with over 20 exhibitors travelling from across Europe and further afield. To register for the show, visit www.brandlicensing. eu/register. PPE's party-focused BLE feature is on page 30.

Established balloon company Balloons By Reds has outgrown its retail location (in Brackley, Northants) and will be moving ten minutes down the road to operate from a studio premises instead. The new studio offers three times as much space as the shop, as well as plenty of parking, making it ideal for customers collecting large arrangements. “We’ve basically outgrown the shop,” explained co-owner Mike Hurst. “We are doing more and more large scale designs and Saturday mornings in particular can be a struggle with orders and customers trying to move around the place!” The new studio is based in Tingewick in Buckinghamshire, which gives the business a wider catchment area, taking in Brackley, Banbury and Milton Keynes as core areas. “Once we are up and running,” said Mike, “we’ll be operating both click and collect and delivery services via our website, which is currently being redesigned with our new branding.”

Royals embrace fancy dress at masquerade ball Prince Charles and Camilla wore matching sparkly animal masks for a themed masquerade ball they hosted at Clarence House on Thursday 13 June. The royal pair hosted the Elephant Family Animal Ball at their London home, to help raise money for the conservation of some of the world’s most endangered species. It’s the third year in a row that the Prince and Duchess have backed the charity, with last night’s ball requiring everyone to dress up for a masquerade ball, with all guests asked to wear animal inspired head-pieces. The royal couple themselves opted for matching black sequinned bear masks, while celebrity guests such as Vivienne Westwood, Tracey Emin, and actor Douglas Booth posed as peacocks, lobsters, monkeys and tigers, as well as butterflies, spiders and bees. Right: Royals embracing the party theme.

Fancy dress and party shop Carnival Costumes in Bristol, will be holding a mammoth closing down sale following the decision to close the store, after 13 ‘absolutely fantastic’ years in the party trade. Owner Angela Wakely will be closing the doors for the final time on 31 July and is holding a massive stock sale in the run-up to the closure. All items are priced to clear, with children’s costumes available for as little as £5 and adult packet costumes starting at £10. Accessories will be half price or less and fixtures and fittings will also be available. “It is sad to be closing but the time is right,” said Angela. “Like many others, I have to close before the internet kills me off completely.” For more information about the sale email carnivalcosumesbristol@gmail. com

Amscan launches 2019 mid-year collection Party and balloon company Amscan has launched its mid-year collection for 2019, introducing five fantastic new party ranges and over 90 new balloons. A new Baby Shark range will be on offer, alongside brand new licensed partyware lines Baby Shark, Moon & Me, Top Wing and Battle Royal. “We’ve added an exciting mix of new everyday party ranges and over 90 balloons to our offering as part of this latest What’s New 2019 release,” said Amscan’s marketing executive Charlotte Terry. “From Harry Potter partyware, to new birthday foil balloon designs, helium saving 26” numbers and Sempertex Crystal Pastels; there is a fantastic variety of product featuring the latest trends.”

B-Loony launches eco-friendly balloon sticks Balloon supplier B-Loony has launched an innovative eco-friendly and fully recyclable cardboard balloon holder which removes the need for single-use plastic sticks. “We understand our responsibility as a business is to ensure that our products are sustainable and do not harm the environment,” said commercial director Andy MacInnes. “For that reason, we are continually innovating and evolving and our new cardboard BalloonGrip is a real step forward.” He continued: “As the largest printed balloon supplier in the UK, our clients are some of the most recognised brands in the world, so we are delighted that this product has already been picked up. We expect to be able to sell it across the UK and overseas in large quantities over the coming months.” B-Loony is celebrating 40 years in business this year and supplies a number of major brands including McDonald’s, Unilever, Tesco, Hollywood Bowl and John Lewis among others. JULY/AUGUST 2019 PROGRESSIVE PARTY EUROPE

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PARTY NEWS

NABAS announces 2019 balloon and party event NABAS, the balloon and party professionals association, has announced the date and location for this year’s industry event for the UK balloon and party market. Organised by NABAS, the independent event will include a big event décor build along with a number of with large scale events, including a drinks reception and gala dinner as well as CBA exams and classes.

Average cost of hen or stag party more than £200 According to a recent survey, the average cost of a UK stag do or hen party is now around £204.82 for each person attending. The research – which was conducted by My Voucher Codes – indicated that clothing and accessories (which includes fancy dress, make-up and other essentials such as glitter) are the biggest expense, with attendees willing to fork out at least £36.37 each. Gifts and other add-ons also includes a number of party-related extras such as balloons, sashes, inflatables and novelty straws, etc. An impressive £35.47 is spent on these fun extras and novelty gifts. Below: Hen and stag parties still core business for party.

“Following the success of the 2017 30th anniversary event, we’re making 2019 even bigger and better,” said Paula Ardron-Gemmell. “The full day of décor on Saturday 5 October is being designed and led by the fabulous Tampilipe Corbelin of Switzerland, so you’ll be a part of creating something truly amazing and magical. It’s definitely one for your portfolios and is not to be missed!”

Taking place from 5 – 7 October 2019 at The Slate Conference Centre, Warwick University, the Saturday night will then host the opening drinks reception, with masterclasses and workshops being held on the Sunday and Monday with a fabulous gala dinner on the Sunday night. An inspiring line-up of international and home-grown

Pioneer Europe announces raft of new training programmes Pioneer Europe has announced a raft of upcoming training programmes around the UK, offering courses ranging from air-filled party designs to a focus on organics and the classic Qualatex Fundamental course. The Magical Party Designs course is being held in Leeds on 16 October and Corringham on 23 October and is being run by Dominic Cassidy, CBA. The 2019 version of the class will focus on air-filled designs and is ideal for anyone looking for inspiration to increase their portfolio of profitable air-filled designs. Recently updated, the course now includes brand new designs using the trendiest Disney products

such as Frozen, Toy Story 4, Jasmine, Avengers, Spiderman, Disney Princesses and more, this hands-on class offers a great opportunity to practice making a selection of profitable designs for retail and on-site décor. Designs taught will include personalised foil number designs, fun air-filled characters, air-filled Quick Link arches and air-filled columns with special effects (including Q Boom!). Delegates will also receive plenty of sales and marketing tips and links to a selection of images which can be added to individual websites. Places are limited, so visit the Pioneer Europe Facebook page now to register.

Irish balloon modeller sets new Guinness World Record Irish balloon modeller Ryan Tracey has set a new Guinness World Record for the most balloon models made in one hour, breaking the previous record by more than 90 models. At an event held in the Belfast CastleCourt shopping centre to raise awareness for NSPCC Northern Ireland’s Childhood Day, Ryan managed to twist an incredible 839 balloon dogs, swords and flowers before running out of balloons, with almost nine minutes still left on the clock. “I have been wanting to do this record since I started balloon modelling six years ago,” Ryan commented after the event. “I have three World Records already, but that is the most challenging thing I’ve ever done, certainly in the context of balloon modelling. I knew when I had to dig in and it really helped that I was doing it for a fantastic cause.” Ryan’s speedy balloon modelling talents have previously earned him a place in the semi-final of Britain’s Got Talent in 2017.

Ireland makes Púca play for Halloween market Ireland’s official tourist board Fáilte Ireland is investing €1.5 million in a festival aimed at bringing Halloween back to its Irish roots. The Púca festival, which will be taking place from 31 October to 2 November, intends to position Ireland internationally as the home of Halloween. The festival will launch in 2019 and be delivered by arts-led creative production company, Curated Place. “The development of tourism festivals is part of Fáilte Ireland’s strategy to attract domestic and international visitors to areas outside traditional tourism hotspots and peak times,” explained head of product development, Orla Carroll.

She continued: “Our market research tells us that overseas visitors are motivated to visit Ireland to attend the Púca festival. Over the next three years, we are investing €1.5million to develop Púca as a world class festival that positions Ireland as the home of Halloween internationally. We believe it has the potential to motivate 100,000 overseas visitors to come to Ireland and generate €12m in revenue for the local region.”

For the latest news visit PartyWorldwide.net

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instructors includes Romina Finali, Colin Myles, Rob Driscoll, Chris Horne, Stuart Davies and Liz Bylett, who will be teaching face and body painting. Sponsors include Amscan, Qualatex, CTI Balloons and Capel Manor College. To find out more or to book your place, visit nabas.co.uk.

Above: Púca is expected to be a big tourist draw.

Jays Fancy Dress Hire closed after 24 years Long-established fancy dress shop Jays Fancy Dress Hire has closed its doors for the final time after 24 years in business. Based in Guiseley, the family-run business first started in 1995 and is well-known for stocking a wide range of themed costumes and for its extensive theatrical costume section. Owner Janet Cartwright commented: “It is with great sadness that Judith and I had to close the doors on Jays Fancy Dress at the end of June. We have had a fantastic 24 years in Guiseley and would like to thank all our customers who have kept us going. She continued: “Sadly the internet has played a huge part in our decision to close as more and more people leave the high street and shop from home.”

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BAPIA

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John Bowler has been part of the party industry for more years than he cares to remember! John currently runs the Balloon And Party Industry Alliance (or BAPIA) and can be contacted on info@bapiaonline.com

SAY WHAT?

“After the great feedback following the article in the last issue of PPE I thought you would be interested to hear the advice that Jade (Jade Fraser, of Massimo Media and BAPIA's social media expert) had for members regarding how to deal with online complaints. Jade regularly posts articles for BAPIA members in the news section of www.bapiaonline.com so if you are a member, remember to check out the news pages.” DEALING WITH ONLINE COMPLAINTS One of the things many business owners fear most about having a social media presence is unfair customer complaints. The customer isn’t always right and it may seem that few things would be more detrimental to your business than a disgruntled customer out to destroy you. Worse still is the threat of a competitor posing as a customer for the same reason. Here’s how you can handle such complaints in the best way and why you shouldn’t let them worry you. AT YOUR SERVICE First of all, a customer complaint is a great opportunity to show your superb customer service. Think who would you be more likely to hire – a company with little to no online presence and no evidence of their customer service skills? Or a company with one negative review which has been dealt with quickly and efficiently, leaving the customer feeling satisfied? Accidents happen, from faulty balloons to communication errors, but if potential customers can see that you will be proactive and go above and beyond to put things right every time, they'll feel reassured that they're in safe hands, whatever happens.

RECTIFY OR REASSURE If you've been given a negative review, don’t be afraid to ask the customer if they would mind going back to update their comments to reflect this once you’ve rectified the situation. Most customers leave reviews simply to help other customers know what your business is like so, if you’ve turned things around and ultimately left them feeling satisfied, there’s no reason why they wouldn’t want to spread the word. As long as you ask nicely. Sometimes there’s no reasoning with a complainant and that's ok too. Instead, reply calmly and professionally, explaining your business practices and policies so that potential customers can avoid the same situation. Take care not to accuse the customer who left the review but instead to explain how and why you did everything you could to

ABOVE LEFT: Customer feedback is hugely valuable, whether good or bad. RIGHT: A five-star business needs to be responsive.

What Is BAPIA? The Balloon And Party Industry Alliance, or BAPIA as it’s more commonly known, is designed to work for the party industry to promote the benefits of using industry professionals and to bring significant benefits to our members. BAPIA is a member of the European Balloon and Party Council (EBPC) and keeps members updated on the latest news, including the most recent initiative – the Code Of Best Practice for balloon retailers and professionals. You can read more about this in BAPIA’s latest quarterly newsletter. Mailed directly to members, John is happy to send a copy of the latest edition to interested parties – simply email him at info@bapiaonline.com.

make this particular situation right. Don’t descend into a back and forth argument, just state your side and let it be. Think of potential customers reading the review and your reply. You don’t want to come across as confrontational or difficult to work with, you just want to reassure them that the same issue won’t happen to them. FOCUS ON THE POSITIVES Instead of worrying about the odd negative review, focus on the potential business from the positive reviews. A business with no reviews will rarely do better than one with even 4 out of 5 stars. Each time you have a happy customer, don’t be afraid to ask them if they would take the time to write you a quick review. A simple Instagram comment like, ‘Josie loved her balloons!’ or even just a star rating on Facebook or Google takes one click but will make all the difference when new customers are looking. Is there an incentive that you can offer customers to remember to review you too? Focus on building these positive reviews and any negatives will be buried in no time. LEARN AND IMPROVE All reviews, good or bad, are an opportunity to understand your customers and improve your business. Online reviews allow customers to be honest, which means really getting to understand their needs so you can serve them better. Is there a recurring issue that you could easily clear up? Perhaps there’s a pricing point that you could make clearer at the time of booking. Even better, is there an element of your business that lots of customers rave about in your reviews? Reviews help you to learn what people appreciate the most about your business so that you can highlight your best-selling points on all your pages. BAPIA members, remember to tag us in your posts using #bapiaparty so that we can see and share your great work!

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Guest Columnist

The Word Otn ee r t s e th

Anna Knight, event director, Brand Licensing Europe

The latest in PPE’s series of guest columnists, Anna Knight is the event director for Brand Licensing Europe. The three-day exhibition is taking place in London’s ExCeL for the first time this year as it celebrates its 21st birthday – and of course, all things licensed. Anna explains why character and brand extension is so important to the party and balloon business.

TONIGHT, WE’RE GOING TO PARTY LIKE IT’S…

hen you think of dress up, what comes to mind? For me, it’s an array of cute kids mocked up as their favourite literary characters for World Book Day. Every March my Facebook feed is flooded with reams of mini Harry Potters, Boys in Dresses and Tigers Who Came to Tea standing proudly or sulkily (delete as appropriate) for their annual front door portrait. Facebook feed-jacking aside, the ever-increasing popularity of World Book Day is a wonderful thing with a truly fabulous end goal: to get more kids to read. According to Nielsen (our BLE Beyond the Book partner), reading is the second most popular activity for children under ten in the UK and children’s print book sales account for 20% of this market with a value of £323 million. Six of the top ten children’s brands in the UK print market are European: Harry Potter, Peppa Pig, Mr Men & Little Miss, Peter Rabbit, LEGO and Minecraft. All of these brands have incredibly rich catalogues of material, which is why they have proven so successful in developing powerful and popular licensing programmes and have been embraced by the party and dress-up category.

For example, Amscan has just signed new fancy dress licences with Elmer (author David McKee’s is holding a meet and greet at BLE) and PJ Masks, while Smiffy’s has the Roald Dahl licence (which won Best Licensed Dress Up at the 2018 Licensing Awards). According to a recent report in The Sun newspaper, retailers including ASDA, M&S, Amazon and Sainsbury’s are already stocking up on Halloween dress-up, including licensed ranges featuring publishing phenomena The Gruffalo and The Cat in the Hat. Interestingly, and thankfully, licensed dress-up isn’t just limited to the little people in our lives: there has never

ABOVE: The character parade takes place on day one at BLE and is an impressive sight. RIGHT: A scarily accurate Mrs Brown costume from Smiffys shows the influence of TV trends on party and dress-up.

been so much choice when it comes to adult costumes and partywear, with an increasing number featuring licences that have crept through from the worlds of film and TV. Run a quick search online, and you’ll find Smiffys has Mrs Brown, Grease and 101 Dalmatians dress-up outfits, while Rubie’s is selling costumes designed around characters from Deadpool, Batman, Scooby Doo and The Flintstones. This increase in choice can be attributed in part to the rising popularity of Halloween in the UK. The media started reporting on our love affair with the horror holiday around a decade ago, and now, come October each year, Instagram is bursting with photographs of family pumpkin harvesting. In 2018, UK spending on Halloween products reached £419 million, almost double that of 2013. But it’s not just Halloween that’s inspiring adult dress-up, there’s also our penchant for taking fancy dress to festivals, parties, charity runs... And of course there’s the rise and rise of

THE ESSENTIALS 1 – 3 October 2019 ExCeL London brandlicensing.eu/ register-now

Cosplay globally, with events like Comicon and MCM Expo attracting ever-increasing numbers of fans. Finally, a very special hat tip must go to the selfie and social media for spreading our love for fancy dress far and wide. Because, if it’s not on Insta, it never happened, right? The trend for licensing in adult dress-up is also a strategic success story on the part of the studios, as it’s both an additional revenue stream for an IP, and a great promotional tool for upcoming releases and evergreen properties. BLE offers fantastic inspiration for fancy dress licensees and retailers, especially in our Character & Entertainment Zone, where you’ll find studios and huge brand owners galore, including Viacom Nickelodeon, Mattel, Hasbro, Warner Bros, Universal and Rainbow. And don’t forget a visit to our Beyond the Book and Gaming and eSports activations, either, where you can immerse yourself in inspirational products from the worlds of publishing and interactive entertainment. One thing we are not short on is new ideas.

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Retailer Focus: Portugal

Welcome to Inset: Partyland flagship store is based in Lisbon. Left: Husband and wife team Riaz and Cristina work together across all of the Partyland shops.

With four branches across Portugal, Partyland is the leading retailer in the region, offering consumers a wide and varied mix of partyware, balloons and fancy dress. PPE spoke to owner Riaz Issa to find out more about the Portuguese market and how Partyland has paved the way for the party trade.

artyland was something of a fresh start for owner Riaz, who started the company back in 1998 after leaving the consulting company he was working for at the time. He knew he wanted to run his own business, but wasn’t entirely sure what that might be so he visited the Washington Franchise Fair, looking for a business that he could bring back to the untapped market of Portugal. Nothing seemed to grab him – until, on the final day, he found Partyland. “It took me completely by surprise,”he said, speaking to PPE. “It just looked very different to everything else on offer. I came back to Portugal, took a proper look at the marketplace and saw that it was a good opportunity and one that had a lot of room to expand and grow.” Back then, Portugal had just one party shop. “Bringing in Partyland meant introducing a totally new concept and that was a challenge in itself,” explained Riaz. It took time to find the right premises for the new venture, which eventually opened to the public on 21 May 1998. The business has grown steadily in the Above: Balloon décor and elaborate bouquets make up a significant part of Partyland’s business.

21 years which have passed since then, with three franchise branches now operating across the country in addition to the main store, as well as an international outlet which opened in Mozambique in 2014.

Supply and Demand

“We work closely with Qualatex, Amscan, Unique Party, Talking Tables, Ginger Ray and Party Deco, as well as plenty of others. We support local manufacturers as well – there are a handful of smaller home-based businesses that we work with. It is important to help them out and so we support them wherever we can.”

The flagship store is still based in capital city Lisbon, with a large shop floor (by Portuguese standards, at least) which has recently been completely refurbished and offers a crisp, clean look which allows the Partyland team to make the most of their product displays. “We reburbished the whole store because we wanted our customers to really enjoy the experience of coming in,” Riaz explains. “We wanted our store to have the wow factor – and to make it almost difficult for a customer not to buy something!” “We like to create table settings and balloon and décor designs which look really exciting,” he continues. “We have started focusing on bringing lots of new products and different textures into the store to give a more sophisticated and design-focused look to the displays. This has made a big difference to how customers see our product.” It’s also important to Riaz that Partyland holds a wide assortment of products, ranging from the traditional to the more quirky design touches. “Customers know that if they don’t find it at Partyland then it’s unlikey they will find it anywhere else!” he says. “It’s a big effort, both financially and in terms of sourcing the actual product in the first place, but we think it’s definitely worth it.” In addition to Riaz and his wife, Cristina (a designer by trade, the beautiful store displays are thanks to her), the main shop has four fully trained full-time members of staff which Riaz has also invested heavily in. “Customer service is so important to us. They will all have some Qualatex training, either here or in Barcelona,” he

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Retailer Focus: Portugal

Changing Seasons

Above: Partyland offers a wide range of different tableware options for mixing and matching across any theme. Above right: A colour co-ordinated setting for a rainbow birthday. Right: Creating attractive in-store designs using different materials and design elements is crucial to Partyland’s creative approach.

says. “People come here because they know we won’t just leave them to it – we think it’s really important to be able to offer a service and help customers work out what we can do for them.” Offering the customer a good shopping experience is essential to the Partyland business model. “We want our customers to come back time and time again,” explains Riaz. “We never let anyone walk away without being able to offer a solution for their situation, no matter what it is!” Offering that level of service means ensuring that the team are available to assist the customers and are as helpful as possible – offering suggestions and alternatives wherever possible. “Every single bit of it is important,” says Riaz. “If they walk out of here happy then I have won a client for the future!” The online offering is just as impressive, having first launched in 2008 and grown dramatically in that time. Online business initially accounted for 1 – 2% of Partyland’s overall sales – Riaz won’t be drawn on the actual figure now, but he says it is now ‘a hugely important part of

The Product Mix

“Partyware and balloons are the core of the Partyland business, with organics and elaborate bouquets leading the charge for balloons at the moment. Décor is a strong growth area and we are embracing that a lot more, offering new products with different textures such as foliage, different materials – things which complement traditional party goods. Personalisation is also extremely popular.

our business’. “I cannot imagine running Partyland without the support of the online offering,” he adds, “it is crucial for us.” The business launched a new website last year, including a balloon delivery service for the first time. Still a work in progress, it allows customers to order balloons online from within a certain delivery area and has been very popular so far, bringing in a lot of extra business. “Things move very fast online so we know we need to keep on top of the latest updates and developments in the digital world if we are to stay relevant and keep our customers engaged,” says Riaz. “In order to promote the online balloon delivery service we have been focusing on our social media presence, especially across platforms such as Facebook and Instagram as well as our own blogging and vlogging sites. We have a lot going on, but there’s a lot of competition out there as well!” That competition has grown a lot in recent years, with the Portuguese party market changing dramatically over the last few years and many other players stepping in both online and offline. “Some of the new shops will stay and some will close – but of course some companies are online only, as well so don’t have the same costs as us,” Riaz continues. “There are now lots of Spanish companies selling very aggressively

“The seasonal market is also experiencing a number of changes. We used to be able to rely on Carnival, Halloween and Christmas, but Carnival is now losing its strength and is not as important as it was in the past. On the other hand, Halloween is becoming much more competitive. In Portugal we have a big boost in baptisms and christenings between April and August. We did some really interesting local displays this year which helped to boost trade. Really though, we don’t want to have to depend on seasonal peaks. They should be bonuses as we can’t rely on them – we need to be a good standard the whole year round.” online to the Portuguese market, as well – so yes, things have changed a lot.” Riaz doesn’t believe the industry itself is declining, although he admits that there is less growth than there has been in previous years. “Companies who can position themselves in this industry with a degree of sophistication – bringing global innovation to the local market – will be ok. Party, celebration and events will always be there.We just have to position ourselves as a more sophisticated and experienced service than anyone else!” For the future, priorities for Partyland are simple: to continue its efforts and keep investing in its digital presence. “We’re also going to be refurbishing the store again as we create an outstanding shopping experience for people.” Returning to franchising is also a possibility for the future, but Riaz is adamant that Partyland needs to get things right in its current stores first. “The changes that we have faced over recent years have been really interesting,” says Riaz. “It is a really demanding industry – but that’s the nice thing about the party business. It’s never boring!” Below: Teamwork makes the dream work!

We’ve seen key trends across partyware change as well, with the growth of non-licensed themes such as football, unicorns, tropical, llama, mermaid. Licensing is still important, with Paw Patrol, Star Wars, Moana, Ladybug, Frozen, PJ Masks, LOL Surprise and Harry Potter all doing well. Panda is a Portuguese children’s programme which is also much in demand.”

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FEEDBACK THE STATE OF PLAY

Below: A busy UK high street – they do still exist.

With the summer in full swing and Halloween just around the corner, we have now reached the halfway point for the year. We know there’s been plenty going on out there in the world of retail – both good and bad – so PPE asked a selection of party retailers their opinions on the true state of Britain’s high streets in 2019.

JEAN HARPE Masquerade, Watford “We have ticked along so far for 2019. The start of the year was slow but that was to be expected after a busy New Year’s Eve. I think it is fairly general throughout the trade. Lots of people just go onto their phones to see costumes being sold at less than the shop price because either it is an online business or a someone selling them after wearing them once. So we have to be thankful for third place! Our hire deptartment has done well. Customers always come to us for our hire costumes which are much better quality and have been made professionally. Some are authentic as well, such as the uniforms. We tend to find that customers who look at both will often go for the better quality costume. They are better designs and are made from better materials – it’s a much better look overall. We will be looking forward to a great Halloween. We always have a lot of extra goodies and we have a fantastic mask selection lined up, as well as creepy items like the rocking baby pram with scary music! We did make the news a few months ago as well – we came to work one morning to find our superhero mannequin was missing from where he had been mounted on the wall outside the shop. The local paper ran the story and a very worried lady rang to say her grandson had found it in their front garden – six miles away!” Above: The Masquerade SuperHero was returned to his rightful position.

KATE MOORE Jollyjesters, Derby “As always we’ve been battling against cheap Chinese imports, supermarkets and discount chainstores. But every week we are seeing more customers who’ve been let down by eBay and Amazon and they want us to rescue them. Very often this is at ten minutes to closing time on the day of their party and they’re not always as polite or as grateful as they could be but for the most part people are happy we’ve been able to bail them out and they come back to us next time. The last six months have been a fair representation of the state of the party industry at the moment, especially with regards to the number of bricks ‘n’ mortar shops which are closing down. That doesn’t seem to have slowed down, sadly. We have had to trim the wages bill by paying out for fewer hours. Not an easy choice by any means, but it

was the most sensible way forward. As in recent years, I think we’ll lose out to the supermarkets and discount stores on the pre-packed costumes and accessories around Halloween, Christmas and NYE, but hopefully recoup the on last-minute stuff. We are also seeing business for our hire costumes continuing to rise. Every year since 2015 the hire/sell ratio has increased for us, which is the main thing to have kept us in business. People are starting to appreciate the quality and exclusivity of hire-out costumes. We are very pleased we didn’t sell off our 2000+ hire costumes when the going got tough! We continue to expand our website, Facebook, Instagram, and Twitter, encouraging customers to share their party photos with us, which they seem happy to do. Thanks as always to Leonie, for being such a committed member of the Jollyjesters team!”

Inset: Peaky Blinders is still a recurring party theme for Jollyjesters and that is expected to continue with the new series currently being broadcast.

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Feedback

FEEDBACK

C O N T I N U E D

GARY WAKEFIELD Lili Bizarre, Liverpool “So far, 2019 has been mostly good. The Marks & Spencer building works that obstructed our street for 19 months has been removed and turnover has gone back up. There has been the odd week when weather has affected sales but on the whole things are better. Because of this, we are expecting an improved Halloween. World Book Day was a bit disappointing in March, probably down to suppliers continuing on supplying Asda, Tesco et al instead of concentrating on those who built them up and support them all year round. Everyone is finding it hard to compete with the supermarkets and maybe this has contributed to smaller party shops closing down? Will they take heed? We have seen that customers are buying more accessories from us now instead of costumes, this seems to be a trend throughout the industry. We are now more discerning in what we buy and who from. We have increased our range of Wicked costumes and accessories and we love their way of working, what you see is what you get; great products, service, decent prices and discounts which gives us a chance to make better profits. One area of improvement has been in the balloon sector with sales well up. We invest in training and it has been paying off with more corporate and regular clients using us. As for celebrities visiting the shop, we always have local celebs in the shop but last week we were visited by Craig Revel Horwood from Strictly Come Dancing. He bought loads of our exhire costumes and sale items and was a lovely fellow to boot, very funny.” Below: Strictly Come Dancing’s Craig Revel Horwood and Darcey Bussell: both fans of fancy dress!

ARCHIE BROWN Hollywood Fancy Dress, Bournemouth “Business for 2019 has been slow and down on previous years due to Amazon primarily and the country being paralyzed with Brexit. Suppliers should not be acting as retailers or wholesalers themselves and allowing Amazon to sell at cost. How can any business compete with this while trying to keep the high street alive? We launched an updated e-commerce website at the end of 2018, but still cannot compete with websites offering lower prices plus discounts and free delivery. Customers do have money but can be unwilling to part with it for ‘unnecessary’ purchases – especially students who have already told us they can order online, wear the item and then send it back! We have focused on the layout of stores and customer presentation in order to make it easier for customers to ‘shop’ as we believe customers do like the experience of shopping. We have also been getting back in with local events, carnivals and trying to inspire people to support their high streets and dress up to have some fun as its not all doom and gloom! We wish we could launch a massive carnival or festival in the UK so we are not just relying on Halloween every year. Hopefully things will get better when Brexit is sorted out and the country is given a pathway to follow to move forward. We are looking forward to a Halloween Brexit as people will either celebrate or demonstrate so it should be good for our industry – touch wood!”

SHIRLEE GIBBS The Dressing Up Shop, Aldershot “We have had a very mixed first six months this year, January was up but February would have been a disaster if we hadn’t had one very large booking. March improved, thanks to World Book Day, although many people were not spending on full outfits, luckily we had lots of accessories! April, May and June have been busier, so that’s been a relief. The most popular themes have been 80s / 90s and we have have catered for three wild west nights and two Steam Punk weddings. Costumes for the Greatest Showman are also in high demand and LGBT products and festival wear have been popular too – the weather has played a big part in that I’m sure. Over the last 34 years, both Bristol Novelty and Smiffys have been invaluable to the success of my business. The roadshows and Angels open days help us connect with Bristol Novelty, while Smiffys’ reps visit and offer great incentives and advice. Business is not easy for them either as they have to work out what we will buy before we commit to it! Despite the issues with online and eBay sales, I am always the optimist and look forward to a good future. Although the high street is changing rapidly shops like mine are needed our hire side is much more eco-friendly and people are definitely realizing the benefits of quality and value for money. I can only wonder what the future will hold, but when people come in with a scowl and leave with a smile, my job is done!” Below: Festival fancy dress is keeping the summer season busy.

Above: Squeezed margins and online marketplaces have made trading difficult.

BECK LEE-ALLEN Frog Orange, Oxford “Certain elements of business have been really tough this year. Fancy dress sales have been slow although accessories such as wigs and hats have been as good as ever. The balloon sales have been really strong but footfall is generally down. I think the country as a whole is suffering with a slight paralysis due to the uncertainty around Brexit – let’s just hope our politicians can get on and create some positivity again. The country is in a mess and struggling to function underneath a dark cloud of uncertainty. There is also a helium shortage currently which is quite stressful. We’ve taken on another supplier but their prices are higher so our balloon prices have gone up. Luckily the organic look is still extremely popular and the new colours that have been released this year by both Amscan and Qualatex have really helped us to create some great new looks. Bespoke items have done well – they are seen as value for money and customers are surprised that they can walk out with something beautiful and personalised in just a few minutes. The greeting card market is still healthy too. We get quite a lot of celebs in – Darcey Bussell was a fave this year, she is charming… she bought balloons and rainbow leggings!”

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A world full of Globes

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What’s New?

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■ Summer Suit

■ 80s Style

Fun new summer suits from OppoSuits’ Suitmeister range let wearers embrace the fun of wearing a colourful suit without overheating in the summer temperatures. A whole range of new patterns and designs are available for the 2019 season, with short sleeve and short versions of many of Suitmeister’s most popular designs including rainbow, cactus and USA flag.

With a massive selection of over 1,100 new lines including new costumes, wigs, hats and accessories all to be published in the next few weeks, Widmann’s costume and accessory range has just got even bigger and better. New lines include a wide range of 80s and other decade costumes. Catalogue will be out and items available for pre-order soon.

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■ Going Green Taking its ecological responsibilities seriously, GoDan has been placing its focus on a range of various eco party items for some time now, with biodegradable straws and wooden cutlery sitting at the forefront of that product development. With those ranges significantly extended, GoDan is now looking for eco-solutions for a wide range of other products from across the party sector.

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■ Happy House A brand new addition to Folat’s décor and tableware assortment is the innovative house-warming line. Ideal for celebrating once all the boxes have been unpacked, the collection includes a door sign, napkins, garland, letter banner and hanging decorations as well as essentials including napkins. Available to order now.

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■ Devil Woman

■ Take The Hit

With a further 120 brand new and seriously spooky Halloween lines to add to its offering, Boland Party has plenty to focus on for the upcoming season. These two female costumes – Voodoo woman and Evil Sorceress have been the subject of a great deal of interest and are expected to be very popular for preHalloween orders. Available to order now.

Taking Poland’s up and coming pinata craze seriously, GoDan has designed a wide range of fun new pinatas for the children and adult party market. Available in a range of on-trend designs, the latest collection includes clouds, pandas, rockets and dinosaurs and GoDan will be releasing more designs in the coming months. Available to order now.

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SUIT UP FOR HALLOWEEN CONTACT NOW TO PLACE YOUR ORDER SALES@OPPOSUITS.COM • WWW.OPPOSUITS.COM • + 31 6 27 41 76 94

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T Teen Scene Star Cutouts has released an official collection of Riverdale cutouts featuring some of the most popular characters from the long-running teen drama series. The popular award-winning teen drama series is produced by Warner Bros. and the range of six life-size cutouts includes leading characters Archie Andrews, Cheryl Blossom and Josie McCoy.

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T Doo Doo Doo The global phenomenon Baby Shark – the earworm of toddlers, preschoolers and parents everywhere – is now launching as an official party range, thanks to Amscan. The bright, colourful range includes partyware, décor and even a shark-shaped pinata for when it all gets a little too much. Pre-order from Amscan, doo doo doo doo doo doo doo.

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Licensed to Party Spring Fair

Progressive Party rounds up the latest licensed releases.

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T Mistress Of Evil Maleficent: Mistress of Evil is scheduled to hit cinemas this October, following the complex relationship of Maleficent and Aurora as they face new threats to the magical land of the Moors. Rubie’s offers a striking Maleficent headpiece, full deluxe costume and accessory set for an unmistakeable Halloween silhouette.

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These fabulously festive lunch napkins from Creative Party will add a touch of fun to the Christmas table. Made from quality 3-ply paper these napkins are perfect for mopping up spills and picking up crumbs. Each napkin features an adorable Snowman design and measures approximately 33cm (13”). Pack of 20. Available in three different designs.

Smiffys has launched a range of new licensed streetwear-style costumes for The Original Smiley Brand and Parental Advisory lines, increasing its efforts to appeal to the more fashion-conscious costume-wearer. The bright costumes are ideal for festivals and the club scene, helping bring a new audience to Smiffys. Available to order now.

The record-breaking response to the latest movie in the Toy Story franchise reflects the huge interest which Qualatex has seen in the Toy Story 4 Bubble over the last few months. The balloon features all the classic characters along with new addition Forky and has been a huge success for Pioneer Europe so far with no signs of slowing down.

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■ Crystal Clear The new range of Crystal Pastel balloons from Sempertex are a fresh addition to Amscan’s Sempertex collection. The pretty pastel 12” latex balloons cleverly co-ordinate with Anagram Clearz and are a perfect addition for party retailers and balloon decorators alike.

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■ Fiesta Fun This colourful combo from Creative Party is perfect for those ready to celebrate the summer. The full range of partyware includes plates, napkins, cups, and décor featuring a pinata motif, multi-coloured confetti and a vivid fringe pattern. A giant pinata-shaped foil balloon is the perfect centrepiece, while the plastic neon assorted margarita glasses are a fiesta must-have.

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■ Snow Joke

■ Dress Up

ITI Balloons has launched a great new snowflake confetti balloon which will be arriving this autumn. The 12” clear balloons come in packs of six and are all pre-filled with snowflake-shaped confetti. Perfect for Christmas or winterthemed décor as well as for Frozen parties and other seasonal events. Available for pre-order now.

This new range of clever novelty aprons are new additions from Henbrandt for this year, with new designs in the pipeline for next year as well. Ideal for BBQs, birthdays and Christmas get-togethers, the fun collection gives a whole new meaning to the phrase ‘dressing up for dinner’. Available to order now.

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■ Perfect Poop Bristol Novelty has high hopes for its brand new inflatable Poop emoji costume. Taking its lead from the craze for all things emoji, the costume has been carefully designed for minimum hassle and maximum effect. This one’s no stinker, that’s for sure.

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■ Be You Face paint and party cosmetics company Splashes & Spills has launched its first ever cosmetic hair-dye. The semipermanent hair dye is available in a unique collection of 14 shades, and gives consumers the opportunity to be bold, be beautiful and ‘Be You’. The hair dye lasts for 7 – 15 shampoos, is kind to both hair and animals and has a veganfriendly formula.

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Party’s Branding Boost Anyone who’s anyone in the licensing trade will be heading to London’s Olympia this autumn as Brand Licensing Europe (BLE) opens its doors for the 21st time. PPE takes a look at why Europe’s biggest licensing trade show is essential to the party trade.

icensed product has been a cornerstone of the party, costume and Halloween industry for many years, helping to bring favourite characters and brands to life for both children and adults alike. Taking place from 1 – 3 October, BLE is the holy grail for all things licensed – from costumes and balloons to party favours and paper plates. As the only pan-European event dedicated to the international business of licensing and brand extension, BLE is the definitive event for the licensing industry on this side of the Pacific. Now a well-established date on the licensing industry calendar (although this year’s show is a week or so earlier than usual), the three-day show attracts key industry players from all over Europe and beyond. Last year, over 7,500 retailers, licensees and marketers spent time at the show, taking in the latest news from more than 260 different brand owners, licensors and licensing agents. This year, exhibitors are expected to display more than 2,500 new and evergreen properties available for licensing opportunities, including characters, brands, images, artwork and designs. According to the 2018 Progressive Party retail barometer, licensed products continue to be a real boost throughout the party industry – they account for almost half of all balloon business (48%), an 30

impressive 72% of dress-up and 42% of partyware and décor. There’s no doubt that it’s worth keeping on top of the upcoming film, television, book and online entertainment releases – just about anything character-driven that could culminate in licensed balloons, dress-up and partyware. Last year saw the power of licensed product continue to

Connecting Brands

“Ever since our first licence we have found that licensing has been crucial for the business and is a way to differentiate your company from the rest. Because of that, BLE is important for us. Because we are a global brand it’s great to connect with our licensing partners there who are more focused on Europe. Also, we are based in Amsterdam so London is not that far away! We are always looking for new trends and that’s why it’s great to connect with our licensing partners

BLE BASICS When: 1 - 3 October, 2019 Where: ExCeL, London Website: www.brandlicensing.eu

Left: Brand Licensing Europe is a three-day show, held at London’s Kensington Olympia. Below: PAW Patrol remains a strong preschool licence for Amscan.

be a key driver for the industry, with sales of licensed costumes holding steady and even growing for a small proportion of respondents (11%). So what’s in store for a party retailer or buyer at this year’s show? In addition to the usual big names (such as Warner Bros, Disney and Nickelodeon) there will also be a host of smaller licensors who look after some of the most important brands for the party industry. “At BLE, we represent the entire licensing industry with brand owners showcasing character and entertainment, brands and lifestyle, as well as art, design and image licensing properties, so it’s the perfect place for party licensees and retailers to find the next big thing; the next product that will differentiate their offering to consumers,” said Anna Knight, BLE event director. Left: Book brands get smart with OppoSuits’ take on Harry Potter.message, allowing customers to make a stylish statement.

in person at BLE. They have the best insights on properties and assets that would be a fit for our brand. Recently we have seen that for us Warner Bros. remains strong with characters such as Joker, Batman and the Riddler and of course Harry Potter. We will keep looking at new licences for us to potentially expand into and keep evaluating which licences work best for our product.” Robin Breeman, account manager, OppoSuits

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Brand Licensing Europe 2019

Exciting Additions

“Together with Vegas Licensing Show, BLE is vitally important for us. We use the shows to get a glimpse of upcoming franchises, get feedback on existing ones (from licensors, retailers and licensees alike), finalise decisions and network with all our industry colleagues and friends. The show is a great way to see all the franchises under one roof to help gauge what is emerging the most strongly and get a sense-check from industry colleagues on what to support. In such an ever-changing market, it’s key for us to keep up with what’s ‘hot’ today among our target audience who are far more savvy than they’ve ever been – gaming brands and social media influencers are more popular than ever. We’ll be using this year’s show to help cement decisions on franchises we’ve just seen at Vegas Licensing Show but products aren’t likely to emerge from these decisions until 2021. In the current retail climate, we find the classic and evergreen preschool franchises are performing the most strongly. Paw Patrol continues to lead our licensed ranges but we have some exciting new additions joining our portfolio for 2020 – watch this space. We have so much to say but so many contracts to sign first!’ Mel Beer, licensing director EMEA, Amscan

Above: BLE is a popular show for all types of retailers, suppliers and licensees from across Europe. Right: This fresh take on an Offiical Smiley costume from Smiffys takes the brand into streetwear.

Masha and the Bear, Magic Light Pictures and The Gruffalo, Acamar and Bing, Moomin with the new Moominvalley and, of course, the granddaddy of them all, Aardman with Shaun the Sheep and Wallace and Gromit. You can see them all that the show!” So whether you are looking to learn more about the licensing industry, find out the latest trends or discover new brands to work with, Brand Licensing Europe is a must-see event for everyone in the party product supply chain. For more information about what you can see at this year’s show and to register for free entry, please visit www.brandlicensing.eu

Considering what might be of particular interest to party retailers over the coming months, Anna also points out that the animation industry in Britain and Europe is particularly exciting right now. “It’s a real cluster of creativity and vibrancy with studios of all sizes producing inspired, innovative – and commercially viable – content,” she explains. “Just look at Animaccord and Right: Classic Frozen. Frozen II balloons from Qualatex are being kept under wraps until autumn.

Vital Insights

“BLE allows us to talk to existing and meet new licensors and get crucial first glimpses of new licences and properties. Talking to licensors allows us to gain vital insights into properties, finding out what kind of content is coming out and when, allowing us to work together with the licensors when planning and scheduling content, for maximum impact. It’s hugely important, in the licensing industry hot properties can come and go extremely quickly. Being able to talk to licensors at BLE gives you a head start when it comes to a

hot property which is essential. Licensing for partyware can be very different to licensing for other products. Usually, successful licences in partyware and balloons are more targeted towards lower age ranges as these products work really well for themed birthday parties. We are particularly excited about the beautiful new Frozen II Bubble Balloon and latex balloons and the Frozen II partyware that will all be revealed in October…” Julie Dommett, head of marketing, Pioneer Europe

New Partnerships

“BLE is an exciting event for the business as an opportunity to network with new and existing licensors. Events like this forge new partnerships and interaction with colleagues and friends. The show always has exciting announcements, such as anniversary celebrations, film releases and beneficiary feedback from product reviews. It allows us to remain current and at the forefront of design. We are committed to keeping up with the latest trends and BLE ensures exposure to innovation and inspiration for our continued product development. We’re excited to meet potential new partners to work alongside and successfully launch to market. BLE allows us to maintain our position as the market leader of dress-up, with vital feedback received from licensors. The children’s market grows continually year-on-year, particularly as World Book Day has become a fundamental part of the school calendar. Parents desire to have their child’s favourite book in costume form has led to us partnering with licences of many popular children’s classics, such as Wind in the Willows and Roald Dahl. More modern authors like World of Walliams and Horrible Histories have remained firm favourites with parents and have also driven the need for more extensive collections. In addition to bestselling adult lines such as Grease, Top Gun and Baywatch, Smiffys has recently licensed The Original Smiley Brand and Parental Advisory lines, symbolising efforts to appeal to the more fashion-conscious. We are continually developing innovative and exciting lines to make sure we have the best selection available for our customers and BLE helps with that.” Dominique Peckett, director, Smiffys

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Baby Shark

Harry Potter

NEW Characters Joining the Party!

Moon and Me

Top Wing

Amscan International Ltd. Brudenell Drive, Brinklow Milton Keynes, MK10 0DA

by design

+44 (0)1908 288 500 sales@amscan-uk.co.uk

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Focus On: Licensing 2019

Bringing Characters

Go green

“Hot licences are always great for capitalising on trends, but in the last 12 months it’s actually generic themes such as unicorn that have performed the best. For licences, you can’t beat the ‘evergreen’ brands that remain constant over a long period of time. Peppa Pig is a great example of that.” Stuart Wheeler, account manager, Delights Direct

TO LIFE

The relationship between licensing and the party market has been firmly established for many years, with children and adults looking to embrace their favourite characters wherever possible. PPE takes a look at what’s new on the party scene.

he power of a cleverly-made costume or carefully-themed partyware collection can never be underestimated, especially when it brings a favourite character – or brand – to life. It can often be assumed that it is typically children who will choose the licensed lines, but while they might get more use out of their Spider-Man costume or emoji balloon, the truth is that the adult market is also alive and well. The real evidence that licensing shows no signs of abating within the party sector is that licensees are continuing to acquire new licences and update existing ones on a continual basis, ensuring that customers will always have a wide choice of new product available. “Licensing is an integral aspect of the dress-up and party industry,” agrees Sharon Poulter, Smiffys trade marketing manager. “It provides an exciting opportunity for businesses and will continue to be an area that the dress-up industry invests heavily in.” Thanks to initatives such as World Book Day, Sharon acknowledges that the most influential aspect of the licensed party sector is the children’s market: “It grows continually year-on-year as parents look to acquire their child’s favourite book in costume form.” As such, Smiffys has acquired the licence for a number of popular children’s classics. Roald Dahl continues to be a best-seller for Smiffys with new Matilda, Mr Fox, Charlie and the Chocolate Factory and the BFG lines adding to the extensive collection and adult Roald Dahl costumes launching soon. New adult lines for Smiffys 2019 collection also include Orange Is The New Black, The Handmaid’s Tale, Parental Advisory and The Original Smiley Brand. Edgy, grown-up brands do well in the world of licensed dress-up, as Rubie’s

Right: Smiffys is helping iconic brand Barbie celebrate her 60th anniversary, with new designs including this 3D, life-size Barbie box.

can attest, with marketing manager Vicki Hamilton pointing out that: “Warner Bros. horror always performs strongly for Halloween due to its iconic movie portfolio, with a renewed interest in Pennywise the clown (thanks to IT Chapter 2) sitting alongside classic lines such as Beetlejuice.” Marvel has also seen great success this year, with fans of all ages immersed in Avengers: End Game. Rubie’s expects the love for Marvel characters continue through the Halloween period and into Christmas. For Amscan, the preschool and children’s market (up to eight years old) is the strongest sector for its licensed product. The company’s best-selling licences for 2019 have been (in no particular order) Peppa Pig, PJ Masks, Paw Patrol, Dr Seuss, Very Hungry Caterpillar, LOL Surprise, Pokemon, Super Mario, Disney and Marvel, while it is currently launching Peppa Pig, Paddington Bear and Dr Who dress up for World Book Day 2020 and foil/latex balloons, party goods and dress up for Moon & Me. Above left: Pioneer Europe has added an updated Avengers design for the Qualatex Bubble balloon for 2019. Left: Pets need licensed dress-up too – this Beetlejuice dog costume is from Rubie’s.

Insta-theme

“Licensing is incredibly important as consumer’s rely on well-loved, triedand-tested classics which create instant themes for their parties. The beauty of licensed characters is that they can be applied to any sector,

Above: The Moon & Me collection from Amscan spans both partyware, balloons and dress-up.

“It’s extremely important to be able to offer consumers the opportunity to party with and dress up as their favourite characters,’ said Mel Beer, licensing director EMEA. “We expect classic franchises and superheroes to continue to win at retail, together with gaming properties and upcoming movies such as Frozen II, Trolls and Minions as we move into 2021.” As head of marketing for Pioneer Europe, Julie Dommet agrees that children’s character licences are key for the balloon and party category. “A lot of the licensed properties that we have are aimed at younger children who are keen to have parties based around their favourite characters,” she outlines. “The demand for licensed products is always present, but the weeks around a movie or DVD release date make it clear just how important these products are to consumers.” With new licences for 2019 including Toy Story 4 and a number of others, Julie is most looking forward to Frozen II (release date November 2019). “The success of the first Frozen film continues to this day,” she says. “The next chapter in the franchise has been eagerly anticipated for a long time and if the success of the previous film is anything to go by then there will be a flood of Frozen II themed parties!”

from costumes right down to the finer details – tableware, napkins, confetti and even the sweet treats.” Shayna Bowles, marketing manager, Creative Party

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Focus On: Licensing 2019

BRINGING CHARACTERS TO LIFE Smiffys’ new Top Gun line for kids and toddlers shows how existing popuar licences can be extended into new categories.

Delights Direct stocks a vast array of licensed tableware, decorations, balloons and favours, including its ever-popular Peppa Pig range.

Amscan has refreshed the style of its Disney Princess foil balloons collection, with the new collection including this impressive new castle AirWalker design.

Best selling licensed partyware items from GoDan include preschool favourites Paw Patrol and Peppa Pig.

These fabulously festive napkins (33cm/13”) and cello bages from Creative Party feature a range of different Snowman designs.

Classic licences such as Grease, Top Gun and Baywatch continue to be best-sellers for Smiffys, thanks to their timeless appeal.

Amscan will be launching Peppa Pig and George Pig dress-up in plenty of time for World Book Day 2020.

The latest Spider-Man film (Spider-Man: Far From Home) is one of summer 2019’s biggest blockbusters and Rubie’s can expect to see that reflected in its wide-ranging Spider-Man collection.

Classic children’s brand Peter Rabbit joined Creative Party’s line-up of traditional British licences earlier this year, with a range of cake toppers and other baking accessories.

Flying into Amscan’s licensed collection is a fun new range featuring Nickelodeon’s Top Wing across partyware and co-ordinating foil balloons as well as costumes.

Pennywise costumes and accessories from Rubie’s should see renewed interest in the lead up to Halloween, following the release of It – Chapter Two in September 2019.

Qualatex has added multiple new licences, including Toy Story 4, Princess Jasmine, Fancy Nancy Clancy and Vampirina, with new content giving a boost to the latter two later in the year

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New at Folat: Rainbow cake balloons

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Air-filled Balloons

Left: This Spider-Man air-filled sitter balloon from Amscan is part of a range which includes other Disney, Marvel and Star Wars characters.

The recent global helium shortage has seen balloon artists reaching for air-filled solutions with increasing regularity. PPE finds out more.

Get Some Air

etailers and balloon artists who sell helium balloons will be all too keenly aware of the effect the current helium shortage is having on the industry. For those of you not in the know: it has meant steep price rises (up to 80% in some cases), severely limited supply and losing customer orders. As chair of alloon and party association BAPIA, the issue is something John Bowler is all too aware of. “The current helium issue is very unfortunate, but difficult times bring new opportunities and I think that we will see industry professionals getting very creative with their work,” he begins. “There are numerous products out there to help us offer alternatives to helium designs – it may mean that some designs have to be changed, but with the skills and creativity that are abundant Below: A whole host of air-filled solutions is available from Qualatex.

Above: The Rainbow air-fill balloon banner from Creative Party is simple and effective to use.

within the industry we may well see air-filled décor becoming the norm.” He advises retailers and artists to use their limited supply of helium for bouquet deliveries but maybe sell an air-filled base such as a smiley face character to create the wow factor, pointing out that hugely-popular organic décor is generally air-filled and advises of the need to ‘get creative’ when looking for alternatives to helium centrepieces. According to Dan Flynn, coo of Pioneer Worldwide: “most estimates are the supply will be restricted throughout this year, though availability should increase in 2020.” Pioneer Europe is advising customers to look at air-filled solutions and to talk with different gas suppliers, as supplies may vary locally by region. Pioneer Europe offers a wide number of products which require no helium, while the Northstar scripts and 16” letters/numbers are all specifically designed as air-fill solutions and are proving popular for every occasion. “While some may see the lack of helium as a major concern, we know it can also be a great opportunity,” states head of marketing Julie Dommet. “Back in 2012 when helium was previously low in supply, many customers learned that incorporating more air-filled designs reduced costs and increased perceived value. Many never reincorporated it into

their designs to the same level as they were able to achieve higher profits without it!” In fact, as Creative Party’s product and marketing manager Shayna Bowles points out, clever air-fill designs can help retailers looking to target consumers who are trying to add a little ‘je ne sais quoi’ to their party – all while helping them save money! “Air-filled organic balloon displays are undoubtedly trending right now,” Shayna points out. “Bolstered by the likes of the Kardashians, the eye-catching displays are popping up everywhere, especially on social media.” “We have also noticed a real increase in demand for air-fill balloon decorations,” Shayna continues. “These can provide multiple benefits when compared to their helium-filled counterparts.” Amscan also has a wide variety of air-fill balloons – the Anagram range of 16” foil numbers and letters are available in five different colour options, while the new jumbo 53” foil numbers can either be filled with air or helium. “We have also recently launched new mid-size 26” helium saver number balloons in both silver and gold options,” explains marketing executive Charlotte Terry. “The popularity of these has meant we are now expanding the range to include a rose gold colour option. The balloons make a great impact while using 40% less helium than traditional 34” numbers.” So while the helium supply is expected to level out again by early next year, there’s no need for balloon artists or reailers to despair in the meantime. You just need to get some air!

Air Inspiration

Inset: An example of clever air-filled décor, created by Delights Direct’s designers.

“The helium issue is having the biggest effect on those who are starting out as they are finding it difficult to secure gas at all. We are working more on airfilled product now than ever before, as it is one of the best antidotes. Our balloon designers have created some stunning air-filled inspirations recently to show what can be done” Stuart Wheeler, account manager, Delights Direct

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Make a JUMBO Statement!

Inflate with Air or Helium!

NEW 53" Numbers in Stock Now! Amscan International Ltd. Brudenell Drive, Brinklow Milton Keynes, MK10 0DA

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Air-filled Balloons

GET SOME AIR Amscan has a wide variety of air-filled phrase balloons by Anagram that can be hung on a wall or used as a photo prop. This rose gold design is perfect for weddings.

The Foil Pro Inflator from Premium Balloon Accessories is designed to inflate foils with air. The hose makes inflating large multi-compartment foils much easier and is ideal for foils as it will not damage the self-sealing valves. It works on latex as well.

These shiny rainbow-coloured mini-shape balloons from Folat are ideal for a range of air-filled solutions and are available in a range of sizes (14”, 36cm) and as cake balloons (5”, 13cm).

Self-inflating technology makes these balloon toppers from Creative Party super simple to use. Available in numbers 0-9 in gold, silver, pink and blue.

The 12” occasion range from ITI UK (Globos Payasos) is designed and printed especially for use as air-filled balloons. ITI has had this range for some time and expects demand to increase over the coming months.

There’s plenty to choose from in CTI Balloon’s airfill range, with the latest collection now available both with and without valves. Northstar scripts and kits from Pioneer Europe are really on trend right now and are perfect for DIYers as well as professionals. The range of accessories for air-filled balloon design from Premium Balloon Accessories includes bouquet weights, candy connectors and multi-tape to create the perfect base for an air-filled design.

These Gold milestone air-fill balloon banners from Creative Party are a simple yet effective way to add a bit of pizazz to any party and come supplied with a deluxe fabric ribbon to ensure easy hanging.

The new Twin Air Sizer II from Premium Balloon Accessories inflates 25% faster, is 30% quieter, and weighs 10% less. It is packed with digital technology to accurately inflate and size two latex balloons at once and will inflate all sizes of latex balloons and double stuffed 5”, 260 and 11”balloons without overheating.

Qualatex has introduced a number of 9” airfilled Microfoil designs as well as 14” Microfoil shapes – these are great as in-store impulse purchases or used in more detailed décor designs.

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Comedy Costumes

Laugh GAME FOR A

hile most marketing people can manager for agree that Bristol Novelty having a agrees. “Laughter Good Sense Of Humour is the best medicine is very important, great after all, whether that’s comedy is subjective making fun of ourselves and what might be jawor others – which is achingly funny to one person why comical costumes could leave another cold. are very popular in fancy The same is true for comedy dress. There is always a fancy dress. An oversized fine line when it comes to hat and glasses set might how far you can push it be enough for one person, but our costumes are while another will scour cheeky (quite literally the shelves for the most in some cases!) rather outrageous, on-trend, than offensive.” clever costume they can Bristol Novelty’s find – all in the hope of Hairy Mary costume raising a few smiles. has firmly established It’s not an overstatement itself in the market and to say that without comedy is a popular seller yearand novelty costumes on-year, while their Above: Oversized foam wigs from there would be no fancy inflatable and piggyback Palmer Agencies are a popular choice dress at all, but dedicated at festivals and carnivals this summer. costumes have bought comedy costumes deserve innovation to the sector. a category all to themselves. “Our inflatables have vastly “All suppliers do their best to improved over the years,” continues develop product to help make a fancy Fran, “and we are looking to bring in dress a fun occasion, but we have seen some new hilarious blow up costumes some incredible creations coming out with the Fun Flatables range. We have of the consumer’s imagination, which particularly high hopes for the new has made the market very different inflatable Poop emoji costume which and individual over the last two or really stands out in the range!” three years,” Fran believes that the funniest points out costumes are the cleverest ones, with Mark Brett, subtle elements which make them UK agent for stand out. “It doesn’t have to be a big Boland Party. bold statement, a simple accessory can Fran Hales, transform any costume or clothing

Comedy Collection

“Comedy and novelty are a large part of everything that comes with dressup – it is fundamental to hen and stag festivities for example – and remains an integral part of the Smiffys collection. Our inflatable costumes have captured the public’s attention recently, while fruits have also been key

for 2019, driven in part by the rise of social media and emojis. The novelty fruit costumes have proved popular as we progress through festival season, with their life-like appearance. Our in-house design team are committed to staying on-trend, which has led to several lines based on political trends. Donald Trump has been a favourite with Smiffys customers as he continues to divide many and remain in the spotlight.” Sharon Poulter, trade marketing manager, Smiffys

By its very nature, people wearing fancy dress and costumes are rarely taking themselves seriously – but for those looking to get as many laughs as possible, there’s a whole subgenre of comedy and novelty costumes to be explored. PPE takes a look at what will be tickling funny bones over the coming months. Inset: This donkey mask from Widmann is a comedy classic.

Being An Ass

“Comedy and novelty items are an increasing market for Widmann and becoming ever more important. Fancy dress is supposed to be all about having fun and one of the best way to do this is to dress up to make family and friends laugh! Our popular range of comedy and novelty items includes our great biting bulldog inflatable costume, our Rastafarian banana costume and our comical donkey masks. With our extensive range of over 14,000 products you’re sure to find something to suit all occasions.” Anna Solly, UK agent, Widmann (Sancto) to make it a work of genius.” This feeds back into Bristol Novelty’s new #GetTheLook campaign which focuses on combining the company’s wide range of accessories and the popularity of Instagram influencers. “Social media has opened the door to new ideas,” he points out, Left: Smiffys inflatable costumes – such as this maneating shark – have been a hit with the public. JULY/AUGUST 2019 PROGRESSIVE PARTY EUROPE

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Comedy Costumes

“especially at how we can poke fun at current affairs or trends. Politicians provide plenty of comedy value and endless inspiration for mockery. It’s down to us to capitalise on this opportunity to ridicule them – in the nicest way possible of course!” One of the most popular political names to poke fun at at the moment is the US president Donald Trump, with many suppliers offering their own take on his character. The inflatable president costume from Palmer Agencies has been immensely popular and was seen at the protests held during the recent UK state visit. “Divisive characters will always be great for business,” explains sales and marketing manager Sergio Battaner, “and so present day current affairs are perfect for us, with big characters such as Trump, Johnson and Corbyn.” Palmer Agencies is always looking for standout products that will help set someone apart from the crowd, with its oversized foam hats and wigs proving to be a great success grabbing headlines and attention at various festivals so far this year. “A few years back, it seemed that novelty and comedy costumes were as dead as a dodo,” Sergio continued, “but they are back! Comical costumes and accessories are now sought after products for sporting events and festivals – the fact that social media is now more influential than printed newspapers means that fun and entertaining products get an instant ‘echo’ of endorsement when they are shared across different sites and

Make An Impact

“In a category that thrives on ‘newness’, novelty and comedy items can prove to be a good, quick update to a core range. Our inflatable costumes have had a huge impact within the market, largely thanks to the iconic Jurassic World T-Rex which has starred in countless viral social posts. Pteranodon, Triceratops and Blue Velociraptor are expected to be equally popular, as is the children’s inflatable T-Rex. We see politics and current affairs playing a huge role in influencer consumer purchases. As the current Brexit deadline falls on Halloween, we expect to see many politicians being parodied, from Farage to Gove, to Rees-Mogg. Our Presidential Piggy Back costume is also expected to be a popular choice.” Vicki Hamilton, marketing manager, Rubie’s Left: Rubie’s Presidential Piggy Back costume is expected to be a popular choice.

publications.” Echoing Sergio’s assertion is Emma Angel, director of Angels Distribution and Angels Fancy Dress, who states in no uncertain terms that, for her at least, comedy and novelty costumes are the second most important category after Halloween. “People dress up for fun all year around,” she says, “and for many occasions, from stag and hen parties to carnivals, festivals, sports events… The funniest and most original costume always stands out from the crowd.” Emma also believes that the public are now a lot more adventurous than

they were in the past and so that bar keeps getting pushed further. “We are seeing an increase of popularity in controversial and naughty (but still fun) costumes. People are looking for originality to impress audiences and wow their peers, especially for group events. Sometimes there are no barriers to what people wear… We have been working in fancy dress for years but we still come up with some great, new ideas every day.” It’s clear that the popularity of comedy costumes and their ability to mirror key trends and events across both fashion and current affairs will see this genre continue to break barriers in the future – all while raising a smile, of course.

Costume Controversy

“Polish customers can be very traditional when it comes to carnival costumes and our most popular ones are typically the classic priest, nun and police officer costumes. Trends and current affairs do have a big impact on sales – our priest costumes are expected to be selling well this season due to the recent controversial news surrounding the church. It’s a hot topic in the Polish media at the moment but unfortunately those things happen and people talk about them and some want to buy the costumes… We do have a wide range of inflatable and carry-me costumes as well which are very popular – some of them are really funny and they are fabulous for parties.” Janusz Lenart, product manager, GoDan

Above: Rasta Imposta’s take on the 80s and 90s is ideal for customers looking for something new, funny and cool to represent the era. Middle: This tasty looking tunic is a new addition to Amscan’s humour costume collection. Far right: Bristol Novelty’s Hairy Mary costume is a popular seller year-on-year. JULY/AUGUST 2019 PROGRESSIVE PARTY EUROPE

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Comedy Costumes

GAME FOR A LAUGH

Young space fans will love this fun inflatable astronaut costume from Amscan.

Bristol Novelty expect this Inflatable Poop – based on one of the most popular emojis – to be a bestselling line for the company this year.

Palmer Agencies’ foam hats and wigs have had great success in grabbing headlines and attention at all manner of festivals so far this year!

.A range of funny costumes from Henbrandt guarantee a laugh, with lines including the Willyman and the (male) cheerleader.

Following on the big success of the adult avocado costume InCharacter has introduced a kids version called – wait for it – Avocuddles!

There’s always something to laugh at with this A Knight to Remember costume from Bristol Novelty. This inflatable Baby President from Palmer Agencies has been selling well over recent months and was seen out and about more than once during the recent POTUS state visit.

This retro collection from Rasta Imposta is popular for all 80s and 9s parties – the range includes boom box, retromatic camera, turntable, floppy disc and a mix tape

Fruit has been a pivotal theme of comedy dress-up for some time now and Smiffys’ new designs include avocado, aubergine and watermelon tabards.

Comedy costumes are key for Godan, which has a wide range of popular inflatable and carry-me costumes.

This child’s ‘Old Lady’ costume from Amscan is perfect for raising a laugh. It ncludes dress, headscarf and curlers. Widmann’s popular range of comedy and novelty items always raise a smile and this great biting bulldog inflatable costume is one of the most popular.

A classic comedy combination costume for parent and a child are these monkey and banana costumes, both from Henbrandt.

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MADE OF HALLOWEEN

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@palmeragencies

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Facts and Figures

THE TOP “It’s all about the old school joke items for us at the moment – fun snaps, wig caps, plastic handcuffs, red hairspray and fake lit cigarette. That sort of thing is all doing really well.”

Inset: Love him or hate him, Trump has been been a money-spinner for Hollywood fancy dress.

IT’S ALL ABOUT THE MONEY “Spend is relatively the same on an average basket whether instore or online – we do our utmost to encourage customers to come instore by being as competitive and attractive as possible. It’s hard to compete with people’s perception of Amazon!”

HOLLYWOOD FANCY DRESS IN NUMBERS Hollywood Fancy Dress is a family-run business which has been trading since 1985, when it first started as a hire costume and balloon shop. Now with four stores based across the south coast of England (Dorset, Bournemouth, Southampton and Poole), Hollywood Fancy Dress has grown and expanded and now offers tens of thousands of party products. PPE spoke to owner Archie Brown to find out the figures behind the brand’s success.

SUPPLY AND DEMAND “We have been working with Smiffys for 15 years and are always impressed by any suppliers who go out of their way to support the independent shops instead of the online marketplaces.”

“Business for 2019 has been slow and down on previous years – we think this is primarily due to Amazon and the country being paralyzed with Brexit. Some suppliers take things too seriously though – fancy dress should mean good times, smiling faces and fun. We need the fun back in fancy dress!”

MY HERO!

Inset: Hollywood Fancy Dress – putting the fun back in fancy dress.

PEOPLE POWER The Hollywood Fancy Dress team consists of 12 ‘amazing team members’, who mix it up and work together across all four stores.

STORE STATS

Inset: Balloons are an important part of the Hollywood Fancy Dress business model, with foils in particular selling well.

“80s lines.”

ON THE WAY

“ World Book Day.”

PUT THE FUN IN FANCY DRESS

THE KING LIVES! “Our best customer over the past few weeks has been someone holding an Elvis party – he purchased a large number of items including costumes, wigs and accessories to make his house party special and effective.”

ON THE WAY

“The absolute ‘hero’ product for the first half of 2019 has been balloons of all sort – foils from Qualatex mainly. Who else?! We also think latex masks are going to be a big hit at Halloween this year – we have lines from Palmer Agencies, Boland Party, Smiffys and Bristol Novelty. We also sell some of the Ghoulish masks from Creative Collection, they are amazing! The budget masks are going to be the winner this year – all the various Trump masks have done well.”

T T he four different stores come in a range of sizes, from an olympic swimming pool to half a football pitch (the Poole shop is 5,000 sq ft over two floors). T T he last delivery contained three boxes of product. T L ast week saw the team inflate between 50 and 80 balloons for retail sales of all shapes and sizes.

ALL CHANGE! The windows at Hollywood Fancy Dress are given a whole new look once a week. The team uses large posters supplied by Smiffys, mannequins for costumes and balloon displays as well as decorations. The windows reflect current events or upcoming events, films and festivals etc.

CUSTOMER CONTACT “We are trying to encourage customers to have garden and house parties whilst the sun is out and enjoy life. They can forget Brexit for a short time!”

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