Progressive Party Europe July/August 2020 by Max Publishing: Print, Digital Media + Events (London)

July/August 2020

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CONTENTS

Whatâ&#x20AC;&#x2122;s inside: JULY/AUGUST 2020 09 NEWS

The latest happenings from the world of costume and party.

MARKETING MATTERS

How retailers can meet consumers changing needs.

FEEDBACK

Will Halloween happen? And what will it look like?

LETTER FROM AMERICA

Ed Avis focuses on Halloween and costume.

HOUSE PARTY

Because staying in really is the new going out.

CHARACTER COLLECTIONS

Licensing remains crucial in the party industry.

RETAILER IN NUMBERS

Tip Top Balloons shares its vital stats.

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In case you hadn’t realised, it’s now less than 80 days to Halloween 2020 – the hugely anticipated Saturday Halloween that we have all been looking forward to since 2015! Well – we had been, at least until this year took a rather dramatic turn for the worse. It’s been a difficult few months for businesses and retailers in general and the party industry hasn’t escaped that, unfortunately. Reports reveals that high street retail sales have begun to pick up despite consumers making fewer visits to shopping centres, but Above: Progressive Party Europe’s there is a long way to go as the UK officially enters recession for Rob Willis and Jacqui Parr. the first time in 11 years. As a result, the party industry feels a little like a game of two halves at the moment. Balloon artists and retailers have been able to focus on driving business forward, making the most of consumers continuing to celebrate birthdays and other events at home. As a result, many of them have increased sales over the last few months and are reporting having to turn work away as they are so booked up. It’s hugely encouraging to hear and we can only hope it continues as organic social media marketing and word-ofmouth continue to help to drive business. Costume shops, on the other hand, have been significantly less busy. With no big themed parties, summer festivals or 80s weekends to create business, many fancy dress shops are operating a reduced hours or appointment-only service to try and balance costs with the lack of sales. With that in mind, all eyes are on Halloween as the key date continues to draw closer. No pressure! As one of the fundamental cornerstones of the costume, party and balloon market, the question of what this year’s Halloween will look like has been dominating the conversation over the last few weeks. Never one to shy away from the big questions, we have dedicated this issue’s Feedback pages to exactly that issue – and it’s great to see that the general consensus is one of both positivity and determination. Halloween will happen, say both suppliers and retailers – the only real question is to what extent. There are question marks over trick-or-treating and larger community events, with the focus instead on smaller house parties, which means that décor and props may get a welcome boost as the date draws nearer. But do look back at your last ‘Saturday Halloween’ sales figures and think of what is possible. While we could have done, we haven’t dedicated the whole of this issue to preparing for a Covid-affected Halloween. There will be a Halloween special edition following hot on the heels of this issue plus some special features dedicated to it on PartyWorldwide.net – there’s plenty coming up. We have in the meantime taken a look at the (unsurprising!) trend for house parties, as well as the latest licensed party product and found out exactly what makes Tip Top Balloons tick. It should be enough to keep you going until the end of summer at least, when our attentions will of course turn to all things spooky... Have a great summer! @Prog_Party_Eu

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NEWS PAGE

NEWS UPDATE Rubie’s Masquerade and Bristol Novelty to merge As the industry shakes itself off from lockdown, Rubies Masquerade and Bristol Novelty are delighted to announce the merger of their operations and office functions. “It’s a real marquee licences meets fashion-forward fun proposition for all our retail partners,” said executive director Peter Warton. “The Rubies and Bristol product lines just complement each other so well. Harry and Sally, Butch and Sundance, MIB, Mr and Mrs Smith, Buzz and Woody, Batman and Robin… the list goes on.” Mike O’Connell, coo Rubies Masquerade and managing director at Bristol Novelty leads the integration and merger of resources, facilities and processes. Having successfully restructured and modernised the Bristol Novelty business over a two year period, Mike has been building the foundations to bring the Rubie’s UK group of companies together.

Having already rolled Mask-arade into Bristol Novelty earlier this year, the company now closes the loop to consolidate considerable resources toward bringing fun and laughter to consumers across the UK. Its remit is to make it easier than ever for its retail partners to offer great products to their customers. The new Rubie’s e-commerce trade website which launched on 19 July marks the beginning of its transition to e-commerce and tech-led partner engagement. Forward-ordering, fulfilment services and bulk order upload are now available to all customers. Add to that an effective window into all corners of Rubie’s consolidated group product warehouses and the entire portfolio is at retailers’ fingertips.

NCA is launching 'Help Halloween Happen' campaign

Holly Oldham departs Rubie’s UK business Like many organisations around the world, the Rubie’s group of companies is adapting to navigate the significant economic consequences of Covid-19. As such, the company has said farewell to Holly Oldham. An official statement from the company read: “We of course thank her for her significant efforts. In addition to her return stint as managing director, Holly has been a long-term and talented licensing executive with Rubies UK over many years. Holly is particularly gifted in the art of public speaking and persuasive presentations and has a thoroughly engaging demeanour with sharp wit. Rubie’s wishes her well for the future.”

Tip Top Balloons: 'business has been very encouraging’

Above: Dave Stanbridge runs Tip Top Balloons along with his wife Chrissy.

Tip Top Balloons, based in Andover, UK, has been held up as a positive example of how independent retailers can return to business after the difficulties faced over the lockdown period. Dave Stanbridge had spent weeks worrying that he may never be able to

reopen after being forced to close for a prolonged period as a non-essential retailer. Since reopening he said that business has been ‘very encouraging’. After key restrictions were eased on 11 May Tip Top Balloons was able to offer balloon deliveries; a service which was ‘very well recieved’.

Spielwarenmesse 2021 will be taking place The organisers of Spielwarenmesse have announced that the 2021 show – scheduled to be taking place from 27 to 31 January – will be going ahead thanks to a range of detailed health and hygiene measures. In order to ensure that next year’s show can take place, the show organiser has developed an ongoing, detailed health and hygiene concept, which will be continually updated to reflect any changes as they emerge. “In all our efforts to stage Spielwarenmesse 2021, the health and safety of the participants is our

For the latest news visit PartyWorldwide.net

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admitted if they are in good health and all exhibitors, visitors, media representatives and service providers must register in advance to ensure an effective track and trace system. “When it comes to personal encounters and sound buying decisions, trade fairs are more important than ever,” Ernst continued. “That is why we’re doing all we can to stage Spielwarenmesse 2021 – the most important industry hub of the year – while ensuring that it is as safe and enjoyable as possible.”

top priority,” stated ceo Ernst Kick. The most important pillars of the concept are: social distancing, hygiene, and track and tracing. Wider aisles are being created to allow a social distance of 1.5m between individuals across the entire exhibition site and at meetings, with special areas and stand parties being put on hold. Other measures will include wearing face masks indoors, thorough handwashing, ongoing cleaning and modern ventilation systems. Participants will only be

With so much uncertainty surrounding this year's Halloween celebrations, US-based costume association the NCA (National Costumiers Association) has launched a Help Halloween Happen (HHH) campaign, which is designed to help boost Halloween sales for its members. The campaign aims to encourage people to enjoy a safe, socially distanced holiday while also ensuring that buyer members – independent costume retailers – are recognised in their community as leading the local Halloween events. “There is already a strong 'shop local' sentiment in the air this year because of Covid,” said NCA chair Ed Avis, “and we want to build on that to support our members.” The HHH campaign is multipronged and starts with the NCA Guide to a Safe Community Halloween, which will help members work with their local authorities to create fun, engaging and safe Halloween events. The second part of the campaign will include promotional material for members to promote their business and the Halloween events they have helped create. For more information and to find out how you can help, email Ed Avis at executivedirector@costumers.org.

TUFTEX balloons secure UK distributor US-based balloon company TUFTEX balloons has secured a deal with its first-ever UK distributor – Balloon Supply UK in Godalming – as well as new relationships with other distributors and suppliers across Brazil, Canada, Honduras and New Zealand. The high-quality TUFTEX Balloon brand has been made by Maple City Rubber in Norwalk Ohio for more than 100 years. Owned by Alison and Mike Will, the balloons are known for their durability and their focus on colour, thanks to the recentlylaunched Naturals Collection. “Many stylists mistake them for double-stuffed due to their opacity and unique colours,” said Alison. “We like to refer to them as ‘balloons for grown-ups’ as they are perfect hues for weddings, cocktail parties and bridal parties.”

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PARTY NEWS

Party City: Q2 results show 54.6% revenue drop

Left: Party City has reacted to its consumers’ changing needs over recent months.

American party retail chain Party City revealed its Q2 trading results on Thursday 6 August, with a revenue drop of 54.6% on a constant currency basis during that period. The figures also reveal that total retail sales slipped by 56.3%, due to the temporary closure of all of the company’s retail stores throughout April, May and much of June. North American e-commerce sales grew by 83.2% over the same period. Sales trends went on to improve throughout the quarter,

with most Party City retail branches across the US open by 22 June. Brand comparable sales fell 52.4% throughout April and most of May, but recovered quickly and were only down by 6.5% in June and were positive by July. “Against a difficult, pandemicimpacted backdrop, our teams continued to execute with discipline and demonstrate their

resilience as we adapted quickly to changing operating conditions in the second quarter,” said chief executive officer Brad Weston. “We made progress on our key strategic priorities, including the rapid launch and expansion of

Smiffys calls on consumers to ‘bring the party home’

BAPIA ensures continued support for members

The latest campaign from fancy dress and party expert Smiffys is focusing on the current increase in parties and celebrations taking place at home, with a call on consumers to ‘bring the party home’. “We recognised early on in lockdown that people were going to make more effort to make occasions special; family birthdays, virtual hen parties or the obligatory quiz night with friends,” explained trade Above: Smiffys campaign caters for all marketing manager Sharon Poulter. occasions, even the British weather. “We wanted to help spread some joy and have some fun during a time when people were feeling isolated. Just because you are advised to stay home, it doesn’t mean that you can’t have some fun!” She continued: “While the main festivals and Pride events have been postponed or cancelled, we wanted to remind people that the celebrations don’t need to stop. Summer is the perfect season for themed parties in your own garden!” Of course, the trend for marking events at home also extends to personal celebrations, from birthdays and hen parties to anniversaries and children’s parties, and Smiffys has been making sure it has costumes, accessories, wigs and decorations available for all possible occasions. “We’ll continue the campaign throughout 2020 with a big focus on Halloween,” Sharon continued. “Whatever the occasion you can ‘Bring the party home with Smiffys!'”

As a trade organisation working for the balloon and party industry, BAPIA has worked hard to support its members through the Covid-19 crisis. As soon as it became obvious that the virus was going to be a major issue BAPIA started looking at how it could assist members and immediately offered members a period of FREE membership to help them through the lockdown. The pandemic also highlighted the fact that many people do not have professional terms and conditions for their business so BAPIA employed a legal firm to put in place a set of T’s & C’s that members can download and use within their own business to help protect them. On top of this, BAPIA has also

UK trade show Autumn Fair 2020 – which was due to take place from 6 – 9 September at the NEC in Birmingham – has been cancelled by show organiser, Hyve Group, to be replaced by a two-day digital experience, Autumn Fair @ Home. Autumn Fair @ Home has been designed to ‘inspire and engage’ according to the company and will boast a number of features, including dedicated Product Showcase streams running across the two days as well as Product Sector Edits. “We have been listening to both our exhibitors and visitors, and the feedback from the market has been incredibly supportive of Autumn Fair,” said event director Jessica Dawnay. “We’re excited to have the opportunity to take a fresh approach and launch a virtual forum this September.” Next year’s Spring Fair will continue to take place on the 7 – 11 February 2021, with Autumn Fair making a welcome return to the NEC on the 5 – 8 September 2021.

“The past few months have been difficult for everyone, with restrictions on everyday life as well as worry and heartache,” said marketing manager Clara Vaugelade-Tafani. “People are understandably nervous about getting back to ‘normal’, and are wondering what this new normal will look like. Let’s Colour the Sky! was the perfect opportunity to show the world what can be done.”

For the latest news visit PartyWorldwide.net

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increased its member benefits by investing in paid social media marketing to raise the profile of BAPIA members and encourage the public to use BAPIA Balloon Professionals to send balloons to friends and family. Most recently, BAPIA has started to run a programme of webinars, beginning with how to make the most of social media and supported this with some customisable social media posts for members to download and use. The members-only webinar programme is set to continue with two further webinars from highly-acclaimed international instructors. Some of BAPIAs training providers have started offering in-person classes, under strict guidelines. Details available at www.bapiaonline.com/training

Autumn Fair @ Home to replace traditional trade show

Gemar ‘lights up summer’ Italian balloon company Gemar has been lighting up summer for the people of Settimo Milanese in Milan, by sponsoring the ‘Let’s Colour The Sky! Long Live Summer’ party, which took place last month. Assogiocattoli – the Italian toy, decor and party association – organised a spectacular outdoor party for the local people, with Gemar supplying an incredible 10,000 balloons to decorate the area.

additional customer fulfillment options, as well as relevant merchandising and marketing strategies that reflected [our customer's] evolving approach to celebrations.” Brad continued, “As our stores reopened, overall business trends improved and we have seen a continuation of that improving trend so far in the third quarter, driven in large part by a very successful graduation season, as well as kids’ birthday, including strength in balloon sales.”

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PARTY NEWS Below: Spirit Halloween fans were concerned that the seasonal pop-up stores would not be appearing this year.

Spirit Halloween will be opening 1,400 stores for 2020 US-based seasonal pop-up retailer Spirit Halloween has confirmed that it will be opening 1,400 stores for the 2020 Halloween season, following an internet hoax which stated that there would be no Spirit Halloween stores this year. Halloween fans across the US were misled by a letter circulating around social media, on Spirit Halloween headed paper and allegedly signed by the store, which appeared to reveal it would not be opening for 2020 due to the Covid-19 pandemic. After being alerted to the internet hoax, the company responded on its Facebook page, saying: “Dear Halloween Fans, We heard you’re crushed, disheartened and downright sad. Well, don’t worry, the rumours

aren’t true.We are back and we got this covered! We are safely preparing the best in-store experience possible and can’t wait to welcome you back at our 1,400 locations nationwide – popping up this August! It’s been a challenging year, but we promise to keep the Halloween spirit alive. Come early, come often and help make this year the #BestHalloweenEver.” While Spirit Halloween already has a number of protocols in place surrounding the trying on of outfits and masks, this recent update also appears to confirm that there will a number of additional safety rules and regulations in place to ensure the safety of customers. YouTuber Mak Ralston

Brand Licensing Europe will be an all-virtual event for 2020 Global licensing trade show Brand Licening Europe (BLE) will not be taking place as a physical show this October, instead forming part of a new global event – the Festival of Licensing – which will run over a four week period, from 6 – 29 October 2020. In its place will be the Festival of Licensing – a four-week large scale virtual gathering which GLG is aiming to make the most inclusive global licensing event to date, building on the momentum of June’s Licensing Week Virtual. “We are incredibly excited to announce Festival of Licensing

and proud of the opportunities and experiences it offers to the global licensing industry,” said Anna Knight, GLG’s vice president. “We want Festival of Licensing to offer amazing experiences for everyone who joins us,” Anna continued. “One of the joys of virtual is that it can make the previously impossible possible, and we plan to use the power of the platform to fuel the imagination, delight and inspire in a fitting celebration of this industry and the people within it.” Visit www.festivaloflicensing. com for more information.

For the latest news visit PartyWorldwide.net

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has apologised for his role in spreading the rumour online, after he created the fake document as a prank for an April Fool’s Day video he released earlier this year. Halloween specialist Spirit Halloween has also confirmed a number of new licensed lines for this year, including costumes and accessories for cult 80s role-playing game Dungeons & Dragons and a new line of exclusive Kindi Kids costumes and accessories as part of a new direct-to-retail licence agreement with Moose Toys.

EBPC reveals ‘Do not inhale gas’ symbol The European Balloon and Party Council (EBPC) has revealed the final image to be used throughout the industry for the ‘Do not inhale gas’ symbol. The symbol was created following many hours of discussion and multiple meetings within the Symbols Project Group and is intended to raise awareness on the dangers of inhaling helium, balloon gas or any other gas from balloons. The symbol can be used immediately by any EBPC member worldwide since the aim is to increase awareness of the risks associated with inhaling gases. Non-members may also use the symbol, simply by registering on www.ebpcouncil.eu to download the pack, which contains images files and guidance. Below: Use of the ‘Do not inhale gas’ symbol is not a mandatory requirement, although it is considered ‘good practice’ for the industry.

NABAS launches new initiatives to raise member profiles In a bid to further raise the profile of its members and the balloon and party industry, the National Association of Balloon Artists (NABAS) is launching several new initiatives to demonstrate the benefits of working with their members. The brand awareness drive will look to place NABAS members and balloon and party décor amidst other key industries and consumer platforms to help bolster the industry as we come out of lockdown and begin to recover from the impact of the pandemic. The marketing and communications team is identifying opportunities with key digital and print platforms to raise awareness of NABAS and to champion the key reasons why customers – from the wedding industry through to corporate celebrations – should choose to work with NABAS members. Key channels will include articles, industry newsletters and advertorials as well as Facebook, Instagram, LinkedIn and other specialist online communities. NABAS is also aiming to gather momentum via press coverage and other print and online editorial opportunities. "NABAS is passionate about helping the industry recover,” said chairman George Outayiannis. “Now is the time to increase our efforts and get our name on the map by raising awareness of the incredible work our members do." To find out more, please visit www.nabas.co.uk

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PARTY NEWS Below: The H&P team seen here with Howie Beige at the opening day of H&P Expo 2020.

Halloween & Party Expo switches to digital event for 2021 Clarion Events, owners and organisers of Halloween & Party Expo (and co-located HAuNTcon) has confirmed the 2021 event, scheduled to take place 22 – 24 January 2021 in Dallas, Texas, will now pivot to a virtual event for the Halloween, party, celebration and haunt community. In a statement to exhibitors and visitors, the company said: “This has been a difficult decision but we continue to put the health, safety and wellbeing of our team, customers, partners, family and friends above all other priorities

Industry legend Stanley Geller passes away Stanley Geller, chairman of world Halloween giant FunWorld, has passed at the age of 94. The following tribute was written by Sergio Battaner, sales and marketing director at Palmer Agencies Above: Stanley Geller, FunWorld chairman. (the European distributor for FunWorld), who had worked closely with him for the last 16 years. “Stanley was a true pioneer of the party industry and a Halloween trailblazer but, most importantly, was a great human being who believed in hard work, discipline, friendship, honesty and integrity. In April 1963, Stanley Geller bought the business from his fatherin-law and was later succeeded in 1981 by his son Alan Geller, who gave FunWorld a real jump start in Halloween. The company is now one of the largest Halloween creators and suppliers in the world, selling in every continent except the Antarctic! Stanley maintained that: “We are always doing things the second best way”, meaning there is always room to improve. This perseverance, combined with innovation, made FunWorld a highly respected leader in the industry. Stanley had a witty mind, a sharp business sense, a caring personality, an honest backbone, a wonderful knowledge and experience, and an exciting attitude towards life. He leaves a tremendous gap that we can only hope to fill with our affection to his family, gratitude for his endeavours with FunWorld and remembrance of his unique personality. He will be profoundly missed all over the world, even in the Antarctic!”

exhibitors, and find business best practices and the tools you need to stand out from your competition.” As H&P’s international media partner, PartyWorldwide.net and Progressive Party Europe will be bringing you news on this new virtual opportunity over the coming months, as well as the 2022 edition of the Halloween & Party Expo.

Independent fancy dress retailer talks to BBC radio Jollyjesters’ owner Kate Moore spoke to BBC radio presenter Simon Morykin in a live interview which aired on BBC Radio Derby on Saturday 25 July, focusing on the difficulties faced by fancy dress and costume retailers during the Covid pandemic. Simon introduced Kate onto his Saturday morning show, explaining that the Swanwick-based fancy dress shop is struggling to stay open ‘after facing the worst six months in its 30-year history’. The shop – which offers a mix of pre-packed and hire costumes – is now open on an appointment-only basis.

For the latest news visit PartyWorldwide.net

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the impact Covid-19 has had on our communities and your business, however we always return to the strong, future-proof tradition of Halloween and the joy and celebration it brings.” “With your feedback, the team at the Halloween & Party Expo and the Halloween & Costume Association are excited to build a new virtual opportunity that provides you with the resources you need for a successful 2021 season – including the ability to discover new products, connect with fellow retailers and new

and those values remain most important to us. In light of both governmental direction and general public health advisories a face-to-face event will not be possible with the ongoing impact of the Covid-19 pandemic and the government issued State of Disaster in Texas.” Marni Golden Vinci, show director of H&P Expo and Michele Buggy, executive director at the Halloween & Costume Association added: “We have been talking with retailers and exhibitors over the past few months and we know

Premium announces first social media winner American balloon accessory company Premium Balloon Accessories has announced the winner of its global social media campaign. The winner of the first #inflatedwithpremium prize draw is Tatiana Bezvykonnaia of Luftgeschenke Von Tatiana in Germany, who will receive a prize of a Premium Balloon Accessories Foil Pro inflator. “We can’t wait to see what you can create with it!” said European business development manager John Bowler.

“Well done Tatiana! You will soon receive your prize of a Premium Balloon Accessories Foil Pro inflator and we can’t wait to see what you can create with that,” said European business development manager John Bowler. “Premium would like to say a huge thank you to everybody who entered their photographs by using the hashtag #inflatedwithpremium,” John continued. “It has been humbling and inspiring to see the hundreds of beautiful and creative décor designs that have been built using Premium inflators.”

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Shopping and the new normal

“O

f course, shopping online was already gaining in popularity, but lockdown meant that consumers who had never tried it were forced to set up accounts and place an order or two. Now that they have got past that hurdle and discovered how convenient it can be, it’s likely that many of them will want to continue. This is particularly true for those who might be more vulnerable to coronavirus and want to limit face-toface contact. The challenge for businesses is to create the feel of a traditional shopping experience. Shopping isn’t simply about ticking items off from a list – particularly in the party industry – so a simple product catalogue may not be enough. Customers are used to being able to look at products, examine the quality, see demonstrations or displays of them in use. They like being able to ask for advice, or simply enjoy a chat about their upcoming event. These interactions with both people and products are missing from most online platforms, but it is possible to recreate them with a bit of creative thinking. Social media is a wonderful platform for developing a community and the relationships that keep customers coming back. Chats over the shop counter can be taken online as you ask followers about their parties, share new products and give hints and tips. The big advantage is that you can reply directly to individuals, giving them a level of personal service, while still including others in the conversation.

Instead of an occasional exchange, you stay top of mind. Product demonstrations can work very well as videos. Facebook or Instagram Lives allow you to create an interactive experience where your customers can ask questions or make comments as you demonstrate a

“

As restrictions have started to ease a little, it has become clear that there has been a large shift in many areas of our lives, beyond social distancing and mask-wearing. Staying at home for several months has forced a change in people’s habits and ways of thinking, some of which will be Above: Babita Devi, director of long lasting. One of these changes is marketing company bStratgeic. a move towards online shopping, as marketing and party expert Babita Devi explores.

new product or give ideas for ways they could use a product. This could even be linked with a small discount, to encourage people to turn up at the time and build that community feeling. Videos can also be left for others to watch later, building a wonderful resource over time. Some companies have used other platforms, like zoom, to create longer demonstrations and workshops. If customers have to register to get the link to attend then you have the opportunity to invite them to subscribe to your newsletter, which is always useful. One of the big advantages of shopping in a bricks and mortar shop is that customers don’t have to wait for things to be delivered. If you have an outside area you can extend this to your local online customers by offering click and collect, where they simply pull up and you take the order to the car for them. This is great for anyone who is worried about exposure to Covid-19 but can also be a wonderful service for those who struggle to carry heavy bags, have small children or are placing very large orders. You may never have considered an online business before, but with a bit of creativity it can become a real asset. Instead of being restricted to a radius of a few miles you can now draw customers from further afield and being a small brand with personality and great customer service could really make you stand out. Customer’s daily habits may have changed, but they still want to mark important milestones. Your business can continue to grow and thrive by thinking differently, pivoting and offering what people need to celebrate safely in this new reality. Left: Online shopping can often be a spontaneous purchase. Below: Facebook and other social media platforms allow retailers to make customer conections.

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FEEDBACK

inset: Will socially-distanced trickor-treating save Halloween 2020?

The highlight of the party and costume calendar, Halloween is rapidly approaching. In any normal year, the bulk of he buying and planning would be done by this stage – for both retailers and suppliers – but as we all know by now, 2020 is not a normal year. We spoke to a number of Halloween experts to find out their take on the situation as 31 October draws closer...

HIGH HALLOWEEN HOPES MARK BRETT, UK agent, Boland Party

“I don’t expect this year’s Halloween to be as good as it should have been. We have purchased all our Halloween stock – the majority of it is in and we have already started shipping some orders. We expect and plan for it to happen but not quite in the way it was expected! I don’t expect costumes to be key this year, although some may not thank me for saying this! For Halloween, costumes have been on a downward trend for the last two to three years, and this will only hasten this trend. However, I do think decorations and accessories will be key. I believe that many retailers have not yet placed their orders. I would suggest that they err on the side of caution, focus on decorations and accessories, consider costumes with a great deal of care and expect little from trick-or-treat product. There will be a bigger gap between retail and online this year, and this is reflected in the confidence of online operators, who have been ordering much earlier. I think, with the experience of lockdown – a successful VE day and the explosion of home celebrations – there is a huge consumer appetite, in the UK at least. The question is how will this materialise? I do believe that those who have the disposable income will spend well. Halloween will happen, and it will be home-based. Beyond that it is anybody’s guess.”

SHIRLEE GIBBS, The Dressing Up Shop, Aldershot

“I have always found Halloween is steeped in mystery and it’s only in the last week that I have confidence anything will sell. So this year should be no different! It is very hard to predict the uptake of trick-or-treaters until much nearer the time, but I have found many parents are trying to keep life as normal as possible for their children. We can only support the holiday and save any stock that doesn’t sell for next year. I had already chosen my Halloween stock with Smiffys at their roadshow a few weeks before the pandemic hit. I have had some of the order already and don’t have to pay until the first week of November which is extremely helpful. I’m mindful that they have to pay their stockists and other bills too. Throughout the whole lockdown my rep – Matthew Hill – has constantly kept the business alive with internet posts showing their products and ways to use them. This has encouraged me to do the same so that people won’t lose the thread of our wonderful industry. We have always valued our customers, now more than ever. We are so heavily reliant on outside influence such as pubs, clubs, schools and celebrations, that until people start back our hands are tied. My flags are out, my sparkly lights are on, my door is open and all the correct safety measures are in place. This is my 35th year in business – this isn’t going to get me!” Left: Amscan’s new ‘Mr Skelly’ balloon hits the spot for house party décor.

SAM TAYLOR, dress-up category manager and EMILY DUKE, marketing and design coordinator, Amscan

“We do feel there will be a bigger online influence this Halloween looking at the buying patterns over the last four months, but I still see high street and grocery stores being important, especially as lockdown begins to ease and consumers feel more comfortable about getting back in to retail. Our Halloween was planned from October to December 2019. We are planning for a bigger Halloween than 2019, partly due to the weekend date and

partly because the nation is looking for reasons to celebrate. We expect to see the nation celebrate with home parties, with as many people joining in as the measures allow. There are alternatives to consider for activities such as trick-or-treating, but the essence of the celebration will still be there. Costumes of course play a key role and we have introduced some new licensed lines such as Peppa Pig Halloween costumes, cult icons Stranger Things and a whole host of Warner Bros. villains such as Bane and Joker, as well as a comprehensive range of costumes, accessories and face paints for classic Halloween characters. We understand that things are a little different this year and are offering flexible ordering to our customers as we want everyone to have a successful Halloween. What’s really important is that people celebrate in a fun, safe way.”

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FEEDBACK: HALLOWEEN 2020

FEEDBACK

Left: According to Palmer Agencies décor is expected to be big business, with spooky props selling well.

C O N T I N U E D TONY LEWIS, sales director, Disguise

“ Halloween will definitely be an event to lift the spirit of the British public. It is likely that it will follow the ongoing trend in online sales growth, potentially outperforming retail shopping. We are not typically a traditional Halloweenthemed costume supplier as we mainly offer licensed costumes. However there has been an increase in people watching movies and TV during lockdown which will have gained a wider audience and awareness for our licensed products. In most blogs and online social media platforms, there is a desire to return to ‘normality’ and as Halloween is such a familyoriented event, there is a move to celebrate it and create a feeling of domestic routine. We expect to see more home parties rather than the the traditional ‘trick or treaters’ and public gatherings. Costumes sales will increase online for convenience and availability, while décor will see a significant increase in demand, simply due to more safe indoor parties.”

NEVILLE BOYARS, Smiffys (retail outlet), Liverpool

“ We have been open for business since 15 June and at the moment we are trading to about 25 to 30% of our normal turnover. The shop is looking good and is reasonably well stocked for this time of the year, but we have very few people coming into the shop and the phone is hardly ringing. We have reduced several items and are discounting, offering free delivery and going the extra mile to encourage sales. Regarding Halloween it is impossible to predict what will be in October. Day-by-day and hopefully week-by-week is our mantra, we simply can’t look any further. We have committed to the Halloween order we placed with Smiffys before lockdown but are playing a waiting game to see if trade improves for all our other suppliers. At the moment very few customers are talking about Halloween. Smiffys HQ has been very supportive over these past five months and has gone out of its way to keep in touch. Bristol Novelty has also offered an extra discount up to the end of August for Halloween orders but we haven’t heard much else from suppliers. We are always an optimist in business. Things will improve but in my opinion probably not in time for Halloween in 2020. Our only option is to make the most of every opportunity, work hard and try new ideas and possibly new lines during these sterile trading conditions. Fortune favours the brave!”

SERGIO BATTANER, sales and marketing director, Palmer Agencies

“ We know this year’s Halloween to be challenging but expect it to be a success! The Saturday effect will bring new challenges (concentrating the whole effort on one weekend) and opportunities (appetite for reasons to celebrate). I think we will see a significant increase in business this year. This is the year when a wellplanned leafleting campaign in local neighbourhoods will pay off. The pandemic has also brought a sense of community spirit that should work extremely well for independents, so we predict it will be a Hallo-WIN. My suggestion: prepare home decoration packs that will offer great value for money and can fill the space in the living room and kitchen. Trick-or-treat is also going to be a great opportunity to get the little ones to join in with pumpkin carving and other activities. Key focuses need to be décor, masks, costumes, make-up and more décor. We always aim for a fun and safe Halloween. Both adjectives are as relevant this year as ever... if not even more!”

FRAN HALES, marketing manager, Bristol Novelty

“ Retail will have to take a strategic approach to Halloween this year, just a little bit more cautious than previously. Halloween will be happening regardless, it’s our responsibility to be able to provide consumers with the products they love in order to be able to celebrate the day safely. The ongoing support we have had from our retailers has been very encouraging. Demand for Halloween products is picking up every week as more shops return to business, which we are all delighted to see and we are fully prepared to help our retailers as usual in the build-up to Halloween. Our approach hasn’t changed, even if the circumstances have. We’ve actually improved our Halloween range once again this year in anticipation for the big day with more variety than ever. More than ever the key to a successful Halloween will be customising, so we are anticipating demand across props, decorations and of course accessories.” Below: One of Bristol Novelty’s impressive new Halloween masks.

VICKI HAMILTON, marketing manager, Rubie’s Masquerade

“ Like everyone in the industry, we’ve seen huge disruption to our usual timelines, so our priority is to deliver the very best customer service we can. Our new trade website has now launched, streamlining the ordering process for customers, and we’ve put robust safety measures in place at our warehouse to ensure we can run at maximum capacity during this busy period. Pinterest searches on ‘Halloween’ and ‘Halloween Costumes’ are showing the same broad trend as in previous years, starting their gradual climb in July and culminating in a peak at the end of October. That’s mirrored on Google as well, so we’re confident that Halloween will be as popular as ever. We saw how dress-up became an outlet for expression during those long lockdown weeks, so there’s every reason to hope for a really strong Halloween with family celebrations and online parties. Tapping into the need for a shared social experience, I think we’ll see a lot of Insta stories and some big home- and street-based celebrations like the VE Day parties we saw earlier in the year. We found that our licensed portfolio has dramatically outperformed generic over the last few months and we would consider those characters to be the safest bet this season. We’re always pleasantly surprised by the ongoing popularity of Harry Potter, DC villains and our range of Marvel superheroes for children. The Mandalorian and The Child will be with us for Halloween, as well as new Stranger Things lines, so there’s huge scope for group costumes among these popular franchises.”

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NEW 2020 Carnival, Halloween & Party Catalogue for more info

Home of Halloween

Halloween at Home!

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FEEDBACK: HALLOWEEN 2020

FEEDBACK C O N T I N U E D MAGDALENA WOJTECZEK, sales, GoDan

“ We don’t think think anybody is able to forecast what will happen in autumn, but we don’t expect this year’s Halloween to be a very good time for us. Poland is currently facing a rise in Covid cases again so we might see new restrictions being put in place in the near future. Additionally, the party sector is struggling with the governmental attitude to Halloween as according to the Polish church Catholic people should not celebrate it. A new tradition has been started – the ‘Ball of All Saints’ – but of course that was before the pandemic... So it is really hard to say what will happen. We are mainly focusing on small Halloween decorations which can be used at home to have small parties with children.”

DOMINIQUE PECKETT, director, Smiffys

“ Halloween is a hot topic. Our customers are keen to talk about it and they have been working closely with us to plan product to ensure they can meet demand. Enabling people to dress up and have fun has always been at the heart of our business. With Halloween falling on a Saturday this year it has the potential to be a big event, with many families still looking to celebrate, and more likely to ‘Bring the Party Home’ this year. We have the full party package to make 2020 one to remember, for all the right reasons! Retailers can place their order now, but with extended payment terms of 1 November. We are giving our customers time to make the most of the trading period with our full support. We are all in this together, so let’s be positive that the closer we get to Halloween the busier we will become!”

JULIE DOMMETT, head of marketing, Pioneer Europe

“ It’s looking like this Halloween may take place in a different way to recent years, with less emphasis on trickor-treating and more people taking the opportunity to celebrate at home with small gatherings of friends and family instead. We expect consumers will be looking for a reason to host a celebration, especially as Halloween is on a Saturday this year, and that this is most likely to result in an uplift of pre-inflated and DIY ‘party décor to go’ balloon sales – which simply and cost-effectively add instant impact to a home party. Local balloon professionals, stores and online sellers who have planned and promoted their services ahead of time will be the most likely to win additional sales. In line with current trends, we expect more people to be creating fun backdrops and hanging ceiling decorations with air-filled script balloons, while Halloweenthemed Bubble Balloons and 5” latex scatter balloons are likely to be popular choices.”

Right: OppoSuits’ Robin Breeman already has this year’s costume sorted.

ROBIN BREEMAN, head of sales, OppoSuits

“ I think that Halloween will still continue, but the buying process might be different for the consumer. It will be much more online focused – or they will look up online what they want to buy and then go to a store knowing exactly what they want to reduce time instore. Retailers need to hedge their bets and make sure they choose stock that will sell. I don’t expect to see a lot of new trends (apart from maybe a Corona outfit!) so it makes sense to go for bestsellers and popular licensed products.”

KATE MOORE, Jollyjesters, Derbyshire

Above: Scary themes and displays can be enhanced with Pioneer Europe’s new Black Jack foil shape.

“ I’m just going to play Halloweeen by ear at this stage and see how things are in September. I’m not worried about missing out on stock availability – I’d sooner miss out than risk ending up with a load of stock which I can’t shift. My ‘contingency plan’ if I get hordes of customers wanting costumes which I haven’t got, is to offer my existing pre-packed costumes at lower prices and suggest that people zombify those – it will help to move stagnant stock and create some cashflow. Netflix and video game characters will probably be this year’s must-have for kids, but people were mainly buying those online anyway. I’ll probably order some make-up, lenses, liquid latex and hazmat suits in early October if Halloween looks promising, but if the suppliers don’t have any left by then I won’t lose any sleep over it. I carried out an online customer survey, and the overwhelming results (so far) were that 99% of the people who regularly dress up and celebrate Halloween are not expecting to attend any events this Halloween. The main reason is the expectation of a second wave of Covid-19 and the lack of events due to ongoing social distancing rules. The survey did say that 62% of people with young children will let them dress up though, presumably to go trick-or-treating.”

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Check Out Our New Airloonz Balloons Available Online Now!

New Winter 2020 Catalogue Available to View Online Now!

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COLUMNIST

Just as the party and costume industry is a global market, so Covid-19 has affected suppliers and retailers around the world, including America. In his latest column for PPE Ed Avis – the executive director of the National Costumers Association – takes a look at Halloween 2020.

Preparing For Halloween

“A

re you worried about Halloween? It seems odd to say that – who worries about a kids’ holiday? But this is a weird year all around, and yes, all of us in the costume industry are worried that not enough people will celebrate Halloween this year due to Covid. That means fewer Halloween costume sales! Ironically, for years we’ve been telling members of the National Costumers Association (NCA) to focus on other costume-related events to increase business. Halloween costume sales, at least in the United States, play a less significant role in the survival of small retailers these days, since the big box stores and online retailers have taken over much of that business. By de-emphasising Halloween costume sales, we have been trying to diversify the income streams of our members. Despite those efforts, Halloween has continued to play a big role in our many of our members’ lives. And since this Halloween falls on a fullmoon Saturday, everyone was looking forward to better sales than normal. So now we have to help Halloween happen. How? At the NCA, we are taking a multi-pronged approach. First, we have been educating our members about safe Halloween practices, such as how to help customers choose costumes without trying them on, how to safely clean returned rental costumes, how to manage customer flow in your store, etc. Second, we are launching a campaign to help our members encourage Halloween events in their communities. The first part of that campaign is a guide we are writing that will offer suggestions on how a community can celebrate Halloween in the Covid era. For example, we’ll suggest no-touch events, parades, contests and other

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

activities that communities can hold without worrying too much about spreading the virus. The guide will explain how our members can work with their local authorities and other organisations to get these events off the ground. Naturally, the idea behind these events is to increase the number of people buying costumes. But the members of the NCA are mostly independent bricksand-mortar stores, so a key element of our campaign is that the costume shops – our

members – need to place themselves at the center of these events, so that local residents become aware of their businesses and shop there for their costumes. There is already a powerful ‘shop local’ sentiment this year, as so many stores have suffered due to Covid, so it’s the perfect time to remind potential customers that buying from a independent costume shop supports the local economy way more than buying from Amazon or Walmart! The second part of our campaign is creating some kind of printed material to support the shops and the events they are sponsoring. We’re still working out the details of this part of the campaign, but the idea with this material is to align the stores with the events and get more people in the door. This campaign will help our Buyer Members (bricks-and-mortar stores) and our Vendor Members (costume manufacturers), as both groups benefit when more people buy costumes. We’re counting on the support of every member to make this campaign – and Halloween – a success this year. Halloween will happen, of course, no matter what the virus is doing come late October. People will still want to dress up and decorate their homes. But we’re hoping that a little extra effort on our part can help make the holiday as profitable for costume businesses as possible this year.” Left: Encouraging consumers to dress up regardless of where they spend Halloween is a key part of the NCA’s campaign. Below: The traditional American Halloween tradition of trick-or-treating might look a little different this year.

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There is still plenty of reasons to celebrate this year!

Head online to see all of our ranges!

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PARTIES AT HOME

As lockdowns and Covid-19 restrictions begin to ease, parties and celebrations are beginning to move away from video conferences and into homes, parks and gardens. These DIY parties offer the perfect opportunity for party businesses to step in and help out as consumers strive to make the most of their home-based celebrations, as PPE finds out.

House Party

hile reminiscent of teenagers inviting friends round when they have an empty house for the night, the term ‘house party’ has taken on something of a new meaning in 2020. Children’s parties, milestone birthdays, baby showers, anniversaries and even belated wedding celebrations are all being celebrated in person – and at home – for the first time in months, meaning that consumers are looking to go the extra mile for their DIY gatherings, making balloons, décor, fun accessories and fancy partyware the order of the day. “It’s all about balloons for us,” reveals Jennifer Wilson, Amscan’s marketing manager. “The category

Below: Number stacks are a popular order for Amscan’s decorators – this one was created by Natalie Saunders @theballoonroom.

to purchase this pack and create an impactful backdrop in their own home.” Creative Party has also seen an increase in its balloons and balloon banners during the lockdown period. “These are quick and simple ways to create a bold party statement at home and make ideal backdrops for snapping Instagramworthy party pics,” explained product and marketing manager Shayna Bowles.

Above: Amscan’s DIY bouquet and garland kits allow consumers to create an impactful backdrop in their own home. Right: Bristol Novelty’s dress-up accessories are proving popular for house parties and gatherings.

has been performing incredibly well. We have really seen our decorator community become even more creative than usual while working within the current guidelines as they continue to deliver fantastic designs and service.” Number stacks – which work well for both birthdays and anniversaries – have been particularly popular, while Jen has also seen the trend in personalisation continue to grow. “Epecially now when everyone wants to send that extra special message to their friends and family!” Amscan has also been busy developing new garland and balloon kits which allow consumers to build their own creations at home. The garland kits include balloons, balloon tape and sticky dots, while the balloon kits include balloons and ribbon. “With current restrictions on social interaction and the challenges independent retailers will face as lockdown begins to lift in the coming months, these kits give retailers an opportunity to provide a one box solution for DIY self-build celebrations,” explained marketing and design coordinator, Emily Duke. “These garlands and bouquets allow us to support online and independent retailers who are having to find new ways in delivering celebrations to their customers, allowing a consumer

Style It Out “We’ve always been firm believers in DIY product due to our wide range of accessories. It’s been an ongoing trend year-on-year to see more kits and smaller items used by customers to make their own unique look, rather than purchasing a full costume. Novelty items have certainly proved popular due to the fun factor of keeping spirits high with gifting for those who are in lockdown. With the rise of theme nights, online quizzes and now smaller gatherings we expect the demand for accessories to grow along with the demand in our party ranges. There is also a lot of catching up to be done and we will certainly be capitalising on it!” Fran Hales, marketing manager, Bristol Novelty JULY/AUGUST 2020 PROGRESSIVE PARTY EUROPE

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PARTIES AT HOME

The YouTube Phenomenon “During lockdown there appears to have been an exponential growth in DIY balloon decorations. Social media suggests that many consumers have been trying their hand at creating their own latex balloon decorations for the fun of it. The consumer has been having a go at making their own designs using whatever latex balloons they can get their hands on. Without being disparaging they are happy to go out and buy a standard packet of balloons from the corner shop and make what they have learnt on YouTube. This has been something that has been simmering in the background for some time, but lockdown has literally exploded the trend.” Mark Brett, UK agent, ITI Balloons “We have also seen an increase in the sale of statement candles over the last few months. This is a strong product category for us anyway, but we have seen a noticeable increase as consumers continue to celebrate at home.” One of the biggest trend icons to emerge from the lockdown has been the rainbow, which has emerged as a symbol of hope, thanks, and positivity. “Sales of our Rainbow Foil party range have picked up as adults and children alike embrace this happy and colourful theme for birthday parties, showers, graduations, summer gatherings, garden parties, street parties and more,” Shayna added. It’s a similar story for Pioneer Europe, where the team has seen a clear shift from major events with large décor towards the more deliverable bouquets, with a particular focus on personalisation. “Feedback from our customers has clearly indicated that consumers are definitely still celebrating – in particular, milestone birthdays, children’s birthdays Below: The latest campaign from Smiffys focuses on the increase in a wide range of parties and celebrations taking place at home.

and key life moments such as baby showers and new babies,” reveals head of marketing Julie Dommett. “We have been offering customers assets to help them sell this service to their customers, such as social media animations featuring Chrome microfoil and Ombré microfoil balloons – both of which are perfect for custom message designs.” In addition to these specialist and personalised deliverables, Julie also reports seeing an increase in DIY product sales, with Northstar kits and scripts, Qualatex Party Banner and QuickLink balloons and Pioneer Party accessories all trending up. “These ranges are perfect for background décor,” she added, “and work well, whether you are celebrating in person or virtually.” Over at Boland Party, business for athome party product is also doing well, with balloons leading the way. “Undoubtedly, Below: Creative Party’s range of Rainbow Party products has been selling well.

the home or garden party is the immediate way forward and I see no reason for this to change as the consumer starts to realise the cost and hassle involved in using other locations,” states UK agent Mark Brett. “Even before non-essential retail had reopened, a number of proactive retailers had created their own DIY party kits for delivery, using social media and their own

Above: Complete party and décor ranges from GoDan have been selling well.

Creating The Look “We saw a great increase of DIY product sales, partly thanks to the films we placed on our YouTube channel and other social media, which showed consumers how to use our products in a totally new way. As well as DIY garlands and photo booth props we also gave tips on how to use regular balloons with paper straws and plates to create unique gorgeous decorations at home. What is most important for us is that – no matter what – customers will still want to buy balloons and party decorations for their children. We have also seen tremendous sales of disposable helium tanks, which have most probably been used for parties which have been held at home due to the pandemic.” Magdalena Wojteczek, sales, GoDan websites to offer and promote the kits. Since then they have built on this and will be looking at ways of doing the same at Halloween,” he continued. “That said, we have sold an extraordinary amount of bunting, in addition to general room decorations. And if there are any supply chain issues, it’s easy to find a substitute. The beauty of this trend is in its simplicity.”

Smiffys calls on consumers to ‘Bring the Party Home’ The latest campaign from fancy dress and party expert Smiffys is focusing on the current increase in parties and celebrations taking place at home, with a call on consumers to ‘bring the party home’. “We recognised early on in lockdown that people were going to make more effort to make occasions special; family birthdays, virtual hen parties or the obligatory quiz night with friends,” explained trade marketing manager Sharon Poulter. “We wanted to help spread some joy and have some fun during a time when people were feeling isolated. The main festivals and

celebrations have been postponed or cancelled but we wanted to remind people that just because you are advised to stay home, it doesn’t mean that you can’t have some fun!” Of course, the trend for marking events at home also extends to personal celebrations, from birthdays and hen parties to anniversaries and children’s parties, and Smiffys has been making sure it has costumes, accessories, wigs and decorations available for all possible occasions. “We’ll continue the campaign throughout 2020 with a big focus on Halloween,” Sharon continued. “Whatever the occasion you can ‘Bring the party home with Smiffys!’”

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Check out the stunning new tableware ranges and host of fabulous party props, in the NEW Pioneer® Party “Style” collection. Choose from Rose Gold Ombré, Rainbow Ombré, Pink & Gold Dots or Blue & Gold Dots ranges.

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PARTIES AT HOME

Amscan Clearz balloons are perfect for personalisation. Available in 8 colours, they can also be used either with the valve to inflate and personalise or without, to make them perfect for stuffing! (Image: Natalie Saunders @theballoonroom)

Folat has launched a 32” rainbow foil balloon number complete with base. It can be used with or without helium, making it ideal for house décor for birthdays or anniversaries.

The new Pioneer Party Style range has a range of banners and décor to complement four new tableware ranges – with Baby Shower, Baby Boy and Baby Girl, Happy Birthday and Time to Party options.

This Ice Cream Party range from Creative Party is the perfect theme for summer garden parties or backyard festivals. The 3D centrepiece and honeycomb hanging cutouts are showstopping must-haves and top-selling décor add-ons. This brand new range of themed party poppers from Folat are ideal for a number of occasions, with a classic black and silver collection, a pastel collection, a shimmer collection and even a gender reveal (pink/blue) option.

Statement balloons – such as the Qualatex Fiesta! microfoil and co-ordinating colourful Rainbow Piñata shapes – are a simple way to add instant colour and pizzazz to any summer party.

Dinosaurs are all the rage this year, for both boys and girls! Creative Party has new Dino Party décor in two different colourways. Mix and match the décor with coordinating printed or solid colour tableware for a roar-some and on-trend birthday theme.

New Airloonz from Amscan are designed to make a big statement. These large scale balloons are air-filled and available in an array of designs, including Halloween, Christmas and New Year.

ITI(UK) has had a number of kit products for some time now (the rainbow kit has been a big hit during lockdown) and has now launched these unicorn, piggy and kitty table decoration kits.

Boland Party has introduced two brand new kits for Baby Boy and Baby Girl parties, ideal for home-based gatherings as they feature all the decorations needed in one small box!

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LICENSE TO PARTY

Costumes and partyware featuring big budget movie characters, classic television favourites or the latest gaming crazes are just as popular as ever. PPE takes a look at some of the most recent fashions within the licensed party portfolio.

Character Collections

icensing is an integral party of the costume and party industry, providing suppliers with a point of difference and retailers with the ability to stock the latest in-demand official characters and brands. In the run up to the party sector’s most lucrative time of the year, licensed Halloween dress-up also remains a favourite; bringing to life a wide range of fictional horror icons, from Pennywise (Rubie’s) and Michael Myers (Palmer Agencies) through to Beetlejuice (Amscan). This year, Amscan has added some less traditionally scary licensed lines to its Halloween collection, with a selection of preschool Peppa Pig costumes giving parents a cute and safe option for their smallest children. “Licensing remains key to the growth of our business and its sales trajectory has remained consistent, in line with our overall sales performance, during this challenging period,” revealed licensing director Mel Beer. “However, as parents navigate the ‘new normal’ we expect the classic brands to perform the strongest along with gaming and new YouTube franchises.

Going Retro “The lockdown period has given people a chance to either introduce themselves to new characters in the world of film or to remind themselves of old favourites they may have forgotten about,” said Bristol Novelty’s marketing manager Fran Hales. “Nostalgia is a powerful thing, which is why we have fond attachments to classic horror characters or film/comic book icons. These licences are evergreen, holding their popularity across the years and being constantly rejuvenated thanks to new films, remakes and reboots.”

Peaky Parties This year sees Smiffys launching a number of new licensed partyware collections, including Very Hungry Caterpillar, Beano, Santoro, Masha & The Bear, Peter Rabbit Movie, Roald Dahl and the hugely popular Peaky Blinders. “We are very excited to launch the officially licensed collection of Peaky Blinders costumes and masks, as well as the partyware” said trade marketing manager Sharon Poulter. “We’re sure fans will be as keen as we are to dress up as their favourite character from this epic gangster drama. Who doesn’t want to be a Shelby this Halloween!” Top: The popular Super Mario line from Disguse includes these Yoshi and Bowser costumes. Above left: One of the new officially licensed Peaky Blinders costume from Smiffys.

Fortunately, we are well covered in these areas with the likes of Peppa Pig, Paw Patrol, DC SuperHeroes, Super Mario and Ryan’s World leading the charge.” The changing nature of the licensing landscape is particularly apparent this year, with many suppliers turning towards digital gaming brands, online or VOD names to give their traditional portfolios a welcome boost. “A lot of children, teenagers and adults were watching TV shows via various online platforms during the lockdown,” said GoDan’s sales manager Magdalena Wojteczek. “Many of them watch YouTubers even more than regular TV and movies... I think the whole party industry will be focusing on this area more – this is the future.” She continued: “We are starting to research the market and are entering very carefully into the gaming world with some Minecraft items for small children, but there is still a lot to do, especially for teenagers. This is something we are working on!” While the move towards new licences is ongoing, GoDan’s more traditional licences are still the bestsellers across

both tableware and balloons. “Our most popular licences are still Paw Patrol, Peppa Pig and L.O.L. Surprise – there are some things we can always count on!” As the senior marketing manager for USbased Disguise, Whitney Hatfield has the last word, and is also taking the opportunity to focus on new media as Disguise’s video game portfolio continues to grow. “Halloween costume purchases continue to be driven by movies, TV and video games, year-on-year,” she pointed out. “Based on the latest Kids Insights data, console ownership is on the rise, especially the Nintendo Switch, with kids aged between 3 and 8 now spending close to an hour per day gaming. About 65% of them will go on to purchase products related to their favourite game. We’ve seen this trend across our licensed costumes and accessories from Super Mario, Minecraft, Halo and now Apex Legends.” She concluded: “It’s clear that licensing of all types will continue to be an area that the costume and party industry invests heavily in.” Above: Amscan’s licensed partyware collection includes YouTube sensation Ryan’s World. Below: Creative Party’s Peter Rabbit range has expanded to include two new cake toppers and a cupcake topper set for 2020.

A Timeless Classic Peter Rabbit is a timeless British classic which lends itself to a wide range of different occasions and product categories. “The theme is perfect for baby showers, first birthdays, preschool celebrations and more,” said marketing manager Shayna Bowles. “Our Peter Rabbit resin cake topper has been a top-selling favourite as the hand-painted topper doubles as a keepsake, adding to the nostalgia and consumer appeal.” JULY/AUGUST 2020 PROGRESSIVE PARTY EUROPE

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LICENSE TO PARTY

A wide range of licensed product is available from Polish party company GoDan, including these hugely popular Lego City and Lego Ninjago collections.

Star Wars products from Pioneer Europe – including balloons and partyware – are also trending up, thanks in part to the popularity of The Mandalorian and access to the Lucasfilm back-catalogue online.

This Super Mario-themed partyware collection from Amscan – which includes co-ordinating decorations, tableware and balloons – is a popular choice for gamers and Nintendo fans of all ages.

Licensed products have always been important for OppoSuits, especially gaming brands, with Super Mario and Tetris lines both performing well. A new hotly-anticipated Pokémon suit will also be revealed later this year.

A range of licensed masks and décor are available from Palmer Agencies, with Ghost Face – as featured in the popular Dead by the Daylight video game and previously seen in the Scream movie franchise – now a Halloween icon.

Children’s movie, television and gaming franchise Lego Ninjago is a hugely popular spin-off Lego theme and these Kai (red) and Lloyd (green) jumpsuit and mask sets from Disguise are ideal for children looking to recreate the moves of their favourite ninjas.

Licensed costumes are an important part of the Disguise portfolio, with classic gaming brands such as Minecraft proving popular with fans of the online world. These Steve and Creeper costumes include 3D tops and half-masks. Disney Frozen 2 (and Disney Frozen) balloon and party products from Pioneer Europe continue to sell well for children’s parties, following the release of the movies on Disney+ this July.

The new Ghostbusters collection from Smiffys features a range of costumes for all the family, making the most of the current trend for revisiting all-time-favourite classic movies.

The perfect way to add a little extra something to any party or gathering, licensed cutouts from Star Cutouts allow children and adults to bring their favourite characters to the party, with everything from Toy Story 4 to Back to the Future and E.T.

Smiffys has launched a new range of officially licensed party tableware essentials including everything needed to create a themed party, with collections for Santoro (pictured), Beano and The Very Hungry Caterpillar, among others.

EA Games’ award-winning Battle Royale game Apex Legends is a new licence for Disguise, which has released a number of classic costumes for fans of the free-to-play shooter. The Bloodhound game hunter costume includes padded costume and mask, while the Octane costume features the adrenaline junkie’s jumpsuit, mask and gloves. JULY/AUGUST 2020 PROGRESSIVE PARTY EUROPE

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Facts and Figures

THE TOP The three most popular products are: T B alloon arrangements T L arge balloon numbers T T horntons chocolates

CUSTOMER SAFETY “Towards the end of lockdown we installed screens, window and floor signage and sanitiser stations within the store so our customers could feel safe when they returned. Since reopening, most of our regular customers have already visited us and we have had many new ones coming in too. Footfall has been up on pre-lockdown weeks, which is very encouraging, so we look to the future with optimism.”

TIP top balloons:

IN NUMBERS Based in Andover in the UK, Tip Top Balloons is a balloon retailer and event décor company which celebrated its 20th year in business last year. Since nonessential retail has been allowed to open, business has been booming, with footfall up on pre-lockdown weeks. PPE spoke to owner Dave Stanbridge to find out the figures behind the store’s success.

ON THE WAY “ Pastel colours are very popular at the moment and we can see that trend increasing.”

ON THE WAY

“ Event bookings such as weddings, parties and corporate promotions – unfortunately! We hope that Christmas will see a surge in this type of booking again.”

Above: Tip Top Balloons makes the most of its large window bays. Inset: New Covid cleaning measures keep customers and staff safe.

STORE STATS

Above: Dave and Chrissy keep the business running smoothly.

GETTING DIGITAL T Preferred social media channel? Facebook T Most common search term used to reach tiptopballoons.co.uk? ‘Balloons’ T Facebook review score (out of five)? A very impressive 4.9!

T D ave and his wife Chrissy run the shop with a small team of four, all currently on furlough. T C ustomers can choose from over 20,000 balloons which are held in stock at all times. T T ip Top Balloons has the Thornton’s franchise for Andover, which also ‘helps to bring people through the front door’. T A n impressive 200 balloon creations were sent out in the last week alone. T Two boxes of brand new product came in on the last delivery.

POST COVID “Our first post-Covid order was for a balloon arrangement. We introduced a delivery service during lockdown, which has been such a huge success that we are still running it!” Right: Balloon arrangements are a best seller for Tip Top Balloons.

Above: Keeping spirits up during lockdown.

WORKING RELATIONSHIPS “We have been working with the Pioneer Europe for the last 21 years and have just started working with Balloon Market – our favourite new supplier!”

WINDOW SHOPPING The windows at Tip Top Balloons are an important marketing feature – new displays are created each fortnight. JULY/AUGUST 2020 PROGRESSIVE PARTY EUROPE

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