Progressive Party Europe July August 2022 by Max Publishing: Print, Digital Media + Events (London)

July/August 2022

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Even beginners can create show stopping displays with our DIY kits We want everyone to get creative and discover the joy of balloon art! DIY kits contain everything you need to get started, and our step-by-step video tutorials show you exactly how to create beautiful decor.

For more information please contact: +39.0776.639700 or visit https://gemar.it/products/diy/

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Welcome to the summer party Summer has well and truly arrived in the UK and as I write this, we are headed into what is being predicted to be the hottest few days ever recorded. Great news for party suppliers and retailers alike as consumers plan summer parties, garden parties and get togethers. Good news is needed for all industries at the moment, as consumers are continually forced to tighten their belts due to the rising cost of living. Sales in June fell for the third Above: Progressive Party Europe’s Katie Roberts-Mason. month running, while consumer confidence is understandably dropping too. Meanwhile suppliers and retailers are doing all they can to keep costs as low as possible, while still offering a quality range. But while shoppers are saving where they can, the aftermath of Covid also leaves them still keen to get together with friends and family for those all-important celebrations. Traditionally good weather will also bring shoppers out in force, so here’s hoping the good weather continues for the foreseeable future. The Platinum Jubilee celebrations gave the party industry a boost, with sales of bunting, napkins and the like hitting unprecedented levels and in many cases selling out, and we’re now heading into wedding season, which is set to be the busiest we’ve ever seen, with so many having postponed during the pandemic. And of course, with weddings come stag and hen parties, a welcome sales opportunity for all party retailers as those final flings are planned. Also helping to boost sales are the likes of summer festivals, sporting events and more. And then as we head into the cooler months, party companies are anticipating another strong Halloween. Despite its Monday date this year, most are predicting a weekend of celebrations before the big day. The annual issue of Progressive Halloween is hot on the heels of this issue, but for now, we’re bringing you the lowdown on group costumes for those summer events, as well as gender reveals, and the latest in licensed party products. We also caught up with Opposuits, whose crazy, awesome and funny suits have been on the market for ten years in 2022. And don’t miss the feature about Italian retailer, Amerio Costumes, which has been taking marketing and customer service to another level for over 50 years. Enjoy the sunshine if you can, and keep in touch, and we’ll see you ahead of the Halloween madness for the next issue.

@Prog_Party_Eu

Katie Roberts-Mason - Editor Rob Willis - Publishing Director

ISSN 2058 797X

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Boho summer!

Head to Amscan for this dreamy combination! Pair our play tent with our Sempertex latex in Eucalyptus, White Sand, and Rosewood, available now!

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CONTENTS

What’s inside: JULY/AUGUST 2022 NEWS

What’s happening… a lot of moving and shaking, it turns out... .

LETTER FROM AMERICA:

Ed Avis talks serving markets beyond the nor

A JAUNT TO ITALY:

Local favourite Amerio Costumes welcomes PP.

OPPOSUITS:

Celebrating 10 years of bright suits and brighter personalities.

06 15 17 20

24 31 37

GROUP COSTUMES:

Because dressing up on your own is just a little odd.

BIG BRANDS & BROADCAST: How party products benefit from the latest licenses.

GENDER REVEALS:

Pink, blue, stripy? This growing trend has product to suit.

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PARTY NEWS

NEWS UPDATE BAPIA Fun Day hailed a huge success The inaugural Fun Day took place in June in Wolverhampton and welcomed over 100 balloon and party professionals from all over the UK. The aim of the day was to provide an opportunity to network with like-minded professionals, connect with other business owners and the UK’s leading wholesalers and manufacturers. The event was a hub of inspiration with interactive demos and displays from the team of BAPIA instructors and suppliers including Amscan, Gemar, Kalisan, Qualatex, Sempertex and Tuftex. The décor designed and created by the BAPIA instructors

was kindly sponsored by Amscan and Sempertex, Tuftex, Kalisan and Bare Naked Wood Company and Qualatex. Each manufacturer also showcased their ranges with exhibition stands offering advice, experience and samples.

Gemar hosts team event in Italian HQ Having travelled to Gemar HQ in Casalvieri, Italy from all over the globe, Gemar masters, ambassadors and talents came together for the first time. The US team joined the fun as well, and the Rocca family were there to welcome everyone in style. Genesio and Gloria led a VIP tour of the factory, where the group saw every stage of balloon manufacture, from milky latex to finished balloon. Everyone got involved, from dipping fingers into the latex, to capturing armfuls of finished balloons. With so many talented artists surrounded by toy quality balloons, inspiration was certain to strike, so keep an eye out for something spectacular coming soon from the whole Gemar balloon art team. Below: The team came together for the first time at the Italian HQ, hosted by the Rocca family.

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Sherrie from Sophistication 4 Creations, who attended the event, said: “Thank you to everyone who created this magical day and I for one absolutely loved it and cannot wait for the next Fun Day.” John Bowler of BAPIA, added: “We truly appreciated all the support that we received from all the delegates, our new team of instructors, and our member wholesalers, suppliers, and manufacturers at our first Fun Day. Everyone working together definitely helped to make the day successful and very special for everyone.” BAPIA plans to roll out more Fun Days across the UK from September. Left: The day featured a wide range of colourful displays, and offered networking, inspiration and interactive demos and displays.

BLE announces content programme Featuring daily keynotes, forwardlooking panel sessions, retail focused education, 10 catwalk shows, two License This! finals, exclusive content for first-timers, the event’s content programme is now live. Day one and two keynotes have been revealed for BLE, which runs from the 20-22 September 2022 at ExCeL London, with Mattel president and coo Richard Dickson on Tuesday 20 September, with a Barbie x Fashion presentation. While Leaders panel: building a post-pandemic retail & licensing strategy will run on Wednesday 21 September, moderated by Ben Roberts, EMEA content director, License Global. Panellists confirmed include Marianne James of Hasbro, Daniel Avener, MDR Brand Management and Jalil Rahman of Liberty. The third keynote will be announced soon. Also highlighting what’s in store for licensing at retail is Forecasting the future of retail through consumer trends, with Francesca Lisle (Lisle Licensing), Hannah Craggs (TrendBible) and Abi Wilson (buying and design manager, celebrations, Sainsbury’s). New for 2022, the BLE team will hold orientation sessions and show tours at 9.30am on the first two days. The final pitching for Kelvyn Gardner License This! will take place over two days, with the product design category

Above: The Informa Markets team is readying a new and diverse content schedule for the BLE 2022 event

decided at 11am on 20 September, and the character and animation, and brand and design trophies awarded at 10.30am on 22 September. Anna Knight, svp licensing, Informa Markets, commented: “BLE exists to support everyone working in and with the European licensing industry to do better business and identify new opportunities and that means providing retailers, manufacturers and brand owners with meaningful content, introductions and meetings to drive their businesses forward. “It’s brilliant to be able to offer so much new and diverse content to this year’s visitors, in person or online, from our new orientation sessions for first timers, inspiring daily keynotes, and category-specific educational panels on sports and LBE, to hosting 10 fantastic catwalk sessions.” The full content schedule can be seen on the BLE website.

For the latest news visit PartyWorldwide.net

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PARTY NEWS

Balloon Wonderland begins Sunday 10 July saw the opening of Balloon Wonderland, the much anticipated Qualatex event in Orlando, Florida. Qualatex partnered with Stuart Davies, CBA of Big Balloon Build to deliver the unique all-immersive experience. Following registration, all delegates were invited to the welcome ceremony, where they were greeted by Pioneer Balloons’ Ted and Betty Vlamis, mascot Mr Q, and Stuart and his team. Working all through the week, hundreds of delegates, led by a troop of world class team captains, will be working to create interactive décor – a Balloon Wonderland. Once complete, the build will be handed over to Give Kids the World Foundation of Florida,

for them to host several days of fundraising activities. Build captain, Kerry Ferguson CBA, commented: “It is amazing to be part of this event. The décor plans look incredible, and it was truly touching to hear Omar Elkalyoubie of Give Kids the World Foundation talk about how much Balloon Wonderland means to the children and families who are helped by the foundation.” Videos of the event will be hosted on the Qualatex Q Corner YouTube channel, the Balloon Wonderland Facebook page and the Qualatex Balloons Instagram page. Right: All delegates were invited to the welcome ceremony before they started a week of balloon building.

Cazaar expands into new categories Following the success of the launch of the online party marketplace, Cazaar has announced its expansion into the gaming sector. The company is working with The Chelsea Gamer, a bricks and mortar store in Chelsea, London, to expand into the gaming arena. George Nesnas, director at Cazaar, commented: “We are really excited to be taking this leap into the technology and gaming space with The Chelsea Gamer. It really proves the value that clients place on showcasing their products across upcoming marketplaces like Cazaar. “We continue to onboard clients in new sectors on a regular basis, the most recent have included homeware, fresh flowers and now gaming. We can already see the massive benefits in cross promotions between costumes and partyware with other categories such as games and toys. “Fancy dress and partyware will always be at our heart but onboarding companies with products that compliment the party ranges boosts sales for everyone. We now have 97,000 products on the site and are fast becoming the one-stop-shop for all things fun.” Below:Cazaar is moving into the technology and gaming space in a partnership with The Chelsea Gamer

Rubies appoints Graham Gardiner as commercial director As part of its renewed strategy and continued business reinvigoration, Rubies has promoted longterm and well-respected employee, Graham Gardiner, to commercial director for UK, central and northern Europe. In his new role, Graham will oversee new business, sales strategy and product life cycle, elements of which he is already keenly invested in due to his current role as general manager EMEA. Since joining Rubies in 2006, Graham has been pivotal for business growth, retail relationship management and sales across the middle east, central and eastern Europe, CIS and Asia. He is also responsible for warehousing expansions and B2B commercial opportunities. With over 30 years experience in the toy industry and licensing, Graham has worked for some of the biggest names in the market, including Hasbro, Mattel and Kids2. His skills and responsibilities range from European domestic to FOB business. Mike O’Connell, managing director at Rubies, commented: “Commercially, Rubies couldn’t be in better hands. With the combination of over 30 years experience in the industry and 16 at Rubies, Graham understands the company direction and 365 business plans thoroughly. A natural evolution from his existing role as general manager EMEA, the role of commercial director will be the driving force behind Rubies’ new forwardthinking vision whilst spearheading new trade initiatives.” Above: Graham Gardiner has been promoted to the role of commercial director for the UK, central and northern Europe.

For the latest news visit PartyWorldwide.net

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Baby shower or gender reveal to celebrate this summer? We have you covered with our Ready to Pop range! Featuring tableware, wearables & coordinating balloons, there's plenty to help you celebrate this special occasion!

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PARTY NEWS

Disguise continues European expansion with new partnerships

Smiffys is on board to distribute the range to UK indies and some online channels, while Goodmark will service independents across France and Benelux, and Amscan Europe will distribute to indies in Germany and retailers in its group. In the new distribution deal, Smiffys will hold the rights to sell Disguise costumes and accessories to its extensive independent UK customer base, as well as selected online retail channels outside Amazon. Dominique Peckett, director, Smiffys, commented: “This is excellent news for Smiffys and its customers, who are now able to access Disguise’s extensive range of licensed costumes in addition to our own comprehensive product line. “We will be offering established bestselling dress up properties such as Disney Princess, Frozen, Toy Story, Power Rangers, Funko Pop Masks, Minecraft, Super Mario Brothers and Transformers. Stock will be held in our warehouse and delivered to our customers along with their normal

Above: The new partnerships build on the recent growth in EMEA.

Smiffys orders. This move further enhances Smiffys’ position as the leading distributor of dress up products to the UK market.” The deal builds on the European growth of the Disguise business, which was bolstered earlier this year when the company extended its 30year partnership with Disney in North America, to launch in EMEA. In 2019, Disguise announced a strategic distribution partnership with MorphCostumes, which represented a significant milestone in the company’s efforts to expand its global footprint. The addition of Disney for 2022 has further strengthened this partnership. Gregor Lawson, co-founder of MorphCostumes, said: “We’ve been in partnership with Disguise for three years and it’s been a real success for the business. We complement each other well whereby Disguise bring their world class portfolio of licensed costumes and

design skills, we bring Amazon expertise and European market knowledge. The relationship and business performance continues to go from strength to strength.” In France and Benelux, Goodmark and Disguise have partnered to service independents across the region. Tom Van de Venster, sales and marketing manager, Goodmark, added: “At Goodmark, we are in the fun, celebrations, seasonal and social pleasure business. Pleasure and fun for the consumers worldwide. Bringing products to families that are tested and quality proven, delivered on time and with the commitment of good service by our team. “Goodmark Europe is honoured to be chosen by Disguise as their preferred partner for France and Benelux. The licensed costumes range matches perfectly with the goal of Goodmark to bring fun and happiness to families. We thank the Disguise team for their trust and we look forward to a long-term cooperation with many new exciting products to offer in the French and Benelux market.” Finally, Disguise has partnered with Amscan Europe to distribute its range of licensed costumes to the independent retail sector in Germany, as well as the retailers in its group of Livario and Party Delights. Jürgen Mueller at Amscan Europe, added: “In the last few years, we at Amscan Europe have put a strong focus on expanding our licensed dress up portfolio. We are now looking forward to collaborating with Disguise in the German speaking markets by adding officially licensed Disney costumes to our assortment. “With our wide presence across all retail channels and the group’s own e-commerce platforms, we are convinced this will be a beneficial partnership for both companies.” As well as these strategic partnerships, Disguise is working closely with several partners across the EU and the UK to secure coverage in all retail channels.

Spirit Halloween to open with trailer premiere for new movie The US Halloween retailer has announced that its special grand opening will take place at its flagship Egg Harbor Township location in New Jersey on 30 July. This year’s event will feature the exclusive premiere of the trailer for Hideout Pictures’ highly anticipated Spirit Halloween: The Movie, with a special appearance from lead cast members Donovan Colan, Dylan Martin Frankel and Jaiden J Smith. Super fans are invited to join in on the celebration at Spirit Halloween’s Harbor Square Plaza location, where the first 200 guests will receive a swag bag prior to the official store opening. The pre-opening activities will begin

at 9am, with tarot card readers, food and drink sellers, games and activities. At 9.15am, the trailer will begin to air every 15 minutes. At 10.55am, a ribbon cutting will kick off Halloween season, before the doors open at 11am. When the store opens, fans will get a first look at this season’s exclusive interactive in-store experience, starring an industry leading range of animatronics, along with this year’s costume collection, home decor, outdoor decorations and more. Steven Silverstein, ceo of Spirit

For the latest news visit PartyWorldwide.net

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Halloween, commented: “The official opening of Spirit Halloween stores is always special, but there is an extra buzz in the air this year with the news of our first-ever feature length film. “We are thrilled to keep the momentum and welcome super fans from around the country to be among the first to shop the 2022 collection, and help us officially launch the Halloween season earlier that ever.” Above: The launch event will also give fans a first look at this season’s exclusive interactive in-store experience, starring a range of animatronics, costumes, décor and more

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3 NEW MUST-HAVE PARTY RANGES!

AVAILABLE TO ORDER NOW!

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PARTY NEWS

Party suppliers named as The Licensing Awards finalists Amscan, Opposuits, Rubies, Disguise and more are among the contenders for the Best Licensed Dress-Up of Partyware category in the prestigious annual Licensing Awards. This week, the finalists for The Licensing Awards, hosted by Partyworldwide.net parent company, Max Publishing, have been announced ahead of the glittering awards ceremony on 13 September, 2022 at The Grosvenor House Hotel, London. Finalists in the Best Licensed DressUp or Partyware category are: • Among Us Kids Inflatable Costume from YuMe Toys •B aby Shark Party, Balloon and Costume Range from Amscan International •B atman vs Joker Blazer from Opposuits •B ing Cutout Party Props from Star Cutouts •D C Comics Adaptive Costumes from Rubies Masquerade •H ey Duggee Dracula Dress-Up for George@Asda from Christy’s By Design •J ulia Donaldson The Gruffalo and Other Stories Dress-Up Range for TU@ Sainsbury’s from Smiffys •M inecraft Creeper Costumes from Disguise •P eppa Pig Careers Set for TU@ •S ainsbury’s from Christy’s By Design •A mscan International has also been named as a finalist in

the Best Sustainable Licensed Product category for its DC Superheroes Sustainable Costumes range. Some 200 retail buyers formed the judging panel offering their expert input across the product categories. These included executives from Asda, Character.com, DFS, Dobbies, FatFace, HMV, Homebase, Home Bargains, John Lewis & Partners, M&S, Moonpig, Next, Pep & Co, Pets at Home, Primark, Selfridges, Tesco, TruffleShuffle and Vanilla Underground among many others. Various validation panels have convened to discuss, debate and

validate all the other categories to arrive at the worthy finalists. Tickets and tables can be reserved quickly and securely online by visiting Max-Tickets.net or by contacting Clare Hollick at Create Events: clare@ createvents.co.uk or +44 (0)1183 340085. For sponsorship, entry enquiries or general questions regarding The Licensing Awards, please contact Rob Willis.

Above: The shortlist for the Best Licensed Dress-Up or Partyware category has been announced."

Afro Unicorn party range heads to Walmart Afro Unicorn, a brand with a mission to celebrate women and children of colour, has launched a curated assortment of its party supplies exclusively with Walmart. The new line of over 20 exclusive products, joins the retailer’s portfolio of celebration brands in over 1,500 stores across the US and online at Walmart. com. The launch represents one of the first times a black female-owned business has entered Walmart’s party category. The range includes plates, napkins, balloons, decorations and pinatas, as well as favours such as faux hair clips, sequin journals and an Afro Unicorn plush toy. Laura Rush, svp of entertainment, toys and seasonal at Walmart, commented: “As the world’s largest retailer, Walmart continues to build an inclusive supply chain that reflects our customers and provides products and services that resonate and meet our customers’ needs. “We are excited to have another black-owned business join our supplier community and warmly welcome Afro Unicorn to the fold. We look forward to our customers celebrating life milestones with these great new products.” The unicorn features an afro-style mane and comes in a range of black shades – vanilla, caramel and mocha. Ceo April Showers said it was important for the brand to

For the latest news visit PartyWorldwide.net

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mirror the array of black complexions of her customers. She said: “My main goal for Afro Unicorn is to ensure black girls and women feel unique, divine, and magical. Afro Unicorn is more than a line of products. It’s a movement to make sure black people are represented and have a seat at the table. “I’m grateful Walmart understands how important this is and gave me that seat at the table. Now, millions of little girls will grow up with products on store shelves that represent and celebrate them.” Above: The Walmart collection includes plates, napkins, balloons, decorations and pinatas, favours and a plush toy.

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PARTY NEWS

Karnival Costumes appoints UK distributor The costume supplier has partnered with Wicked Nights to introduce a range of evergreen and Halloween costumes to the UK market. Including a range of classic costumes from Romans to astronauts initially, the collection will expand in 2023 to include offerings to compliment all the events celebrated in the UK. Meanwhile in late 2022, Wicked Nights will

Right: Wicked Nights will distribute the Karnival Costumes range in the UK and will expand the offering over the coming months.

be introducing an exciting new theme of costumes. Stuart Goodman from Karnival Costumes, commented: “We are very excited with this opportunity, as Karnival Costumes continues to look at all markets worldwide and work alongside the very best in each territory.

“We see the UK as a very exciting market in the next few years and Wicked Nights will join our family alongside

Karnival Costumes USA, Party Australia and Party Chimp, to service retailers across the US, UK, Europe and Australia.”

Retail sales fall for third month running Figures from the British Retail Consortium have shown a 1% decrease in June 2022. Year-on-year, sales declined by 1.3% from June 2021, when they had increased 6.7%. Non-food sales decreased by 3.3% on a total basis, and 4.2% on a like-for-like basis. This is below the 12-month average growth of 5%. Over the three months to June, non-food retail sales decreased by 3.3% on a total basis, and 4.2% on a like-for-like basis. Meanwhile online non-food sales decreased by 9.1% in June, compared to a decline of 5.9% in June 2021. Helen Dickinson OBE, chief executive of the BRC, commented: “Sales volumes are falling to a rate not seen since the depths of the pandemic, as inflation continues to bite, and households cut back spending. Discretionary purchases were hit hard, while consumers also traded down to cheaper brands in food and non-food alike. “Retailers are caught between significant rising costs in their supply chains and protecting their customers from price rises. The government needs to get creative and find ways to help relieve some of this cost pressure – the upcoming consultation on transitional relief is a golden opportunity to ensure that retailers aren’t overpaying on their business rates bills. Government action on transitional relief would make a meaningful difference to retailers’ costs and ease pressure on prices for customers.” Paul Martin, UK head of retail at KPMG, added: “Retail sales continued to slide for the third month in a row, albeit down just

1% on what was a strong June 2021, and against a backdrop of unprecedented rises on the high street. “Online shopping continued to move in reverse with total sales down 9%. As the cost of living crisis continues to deepen, retailers face walking a fine line between protecting margins and further denting consumer confidence by passing on price rises whilst negotiating with their suppliers to share the cost increases. Cost and efficiency will dominate retailers’ agendas as they are forced to make some tough decisions on which products make it to the shelves in order to remain price competitive for consumers.” Above: The BRC says sales volumes are falling ‘to a rate not seen since the depths of the pandemic’.

Sustainability in Licensing Conference postponed Due to the rail strikes in June, the Products of Change and Max Publishing teams made the call to postpone the Sustainability in Licensing Conference until 18 October 2022. The Conference was planned to make its in-person debut at the Royal Geographical Society in London on 22 June. The Sustainability in Licensing Conference will now be held on Tuesday 18 October and will remain at its selected London venue, the

Royal Geographical Society as well as being streamed live digitally. “Having navigated two years of a pandemic we had waited so long and were so excited to be bringing the conference to you all in-person for the first time this year. The decision to postpone the event due to forces outside our control, therefore, has been nothing short of heart-breaking,” said Helena Mansell-Stopher, ceo and founder of Products of Change. “We have always set out to deliver

the very best for the industry and that includes the very best Sustainability in Licensing Conference. And that means a conference we can all get to, in-person, and share our progression and ideas around the most important conversation within the industry right now. “That’s why we have moved the Conference to its new Tuesday 18 October date where we will deliver a line-up of inspirational speakers, discussions, and panel sessions just as strong as we had planned for you in June.” All booked tickets (both physical and digital) have been automatically moved to the new date. For any ticket enquiries contact Clare Hollick at Createvents on clare@ createvents.co.uk or 01183 340085. Left: The Sustainability in Licensing Conference will now take place in October with the same strong line-up that was planned for the June date.

For the latest news visit PartyWorldwide.net

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COLUMNIST

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

Halloween is the costume shop owner’s favourite holiday. A steady flow of customers, lots of inventory moving off the shelves, a pile of cash in the till. Halloween 2022 should be solid, based on the fact that last Halloween was good despite the lingering effects of Covid. This year Covid is even less prevalent, so trick-or-treaters and Halloween party-goers should be filling our aisles in a couple of months.

Halloween is coming…Let’s costume everybody this year

ut this year let’s make a point of welcoming every customer. Some customers – or rather, potential customers – may not have felt fully welcome in our stores in previous years. I’m talking about customers who may be larger than your typical trick-or-treater. Or who may want to express themselves with drag attire. Or who have a disability that makes wearing a typical packaged costume impossible. Regarding that third category, the National Costumers Association has just launched “Halloween for All,” a campaign that encourages costume shops to accommodate all of their customers, including those with disabilities. The components of this campaign include a booklet that will help costume shop owners understand the needs of people with disabilities; a webinar on the topic; and stickers that NCA members can put in their window indicating they welcome all customers. Here are some ideas regarding better serving customers with disabilities. First, start the visit with a conversation. Some people have disabilities that are not visible, and asking a few questions about what kind of costume they would like to wear and what their limitations may be will show that you care about their

needs and get the ball rolling on a positive shopping experience. If the customer in question has a sensory disability, often seen in autistic individuals, his or her needs may include fabrics that are not ‘scratchy’; a mask that can be shown without actually touching the face (for example, you can attach a stick to the mask so the person can put it up to his or her face); or a costume that can be quickly and easily removed. Customers in wheelchairs may be accommodated with accessories that turn the wheelchair into part of the costume. For example, with a few pieces of posterboard and other decorations, a wheelchair can become a princess’ royal coach or an astronaut’s spaceship. Other customers in wheelchairs will simply want a costume, but they may need it to be a larger size or they may prefer one that comfortably drapes. People with disabilities which affect their limbs may also need special accommodations. Someone who uses crutches, for example, may want to incorporate the crutches into the costume – they could portray an animal with four legs by decorating the crutches like the animal’s front legs, or they could dress as a zombie who just ‘awoke’ from a hospital ward and needs the crutches to get around. The bottom line is this: People with disabilities may have trouble participating in the traditions of Halloween, but astute costume shop owners can help. Doing that will not only help business, but it also will help these individuals enjoy the season with the same enthusiasm as all of our customers. Let’s make this Halloween truly a ‘Halloween for All’. Left and below: Many suppliers are now offering adaptive costumes with a range of accessible features, such as this range from Disguise, available in many characters.

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FOCUS ON: AMERIO COSTUMES

Established in 1969, family-owned Amerio Costumes in Turin, Italy, is run by Adriano Amerio and his mother. Despite being over 50 years old, the business is a hub of entertainment and interactivity and has a strong online and social media presence. Progressive Party Europe sat down with Adriano to find out more.

The Italian Job

hen Amerio Costumes started life, party wasn’t at the heart of the business. “At the beginning, we sold domestic appliances,” explains owner, Adriano Amerio. “But after a robbery in 1972, where everything was stolen, we decided to move into another larger shop and start selling toys and carnival costumes.” 17 years later, as Halloween began to gain traction in Italy, the family decided to start selling costumes for the occasion. “You can imagine how shocked the population of Turin were in seeing such horrorful creatures,” laughs Adriano. But the shock of its customers didn’t deter the Amerios, and as a result, the shop is now known for creating impactful window displays, that often spill out onto the street and create a real talking point in the town. Adriano explains: “We love to create wonderful and scary scenes in the shop windows, that are often noticed and appreciated by consumers, who take a lot of photos and look forward to the next festivity to see what the new decorations will be.” And this theatre and individuality is a key part of the retailer’s success. Adriano says: “It is important to be a little crazy, because otherwise there is no point in doing this job. Being the first in having fun selling our products Above right: Adriano Amerio with one of the retailer’s best customers. Right: The famous ‘window’ displays often spill out onto the street. Below: Adriano says theatre in-store is key to the business’s success. Below middle: Mama Amerio custom makes many of the costumes and accessories sold and rented in store. Below right: Amerio Costumes stocks a wide range of party products from suppliers all around the world.

is also important, and last but not least, it’s key to be a source of entertainment and amusement for the clients.” Another key to the longevity of the shop is the rapport the team has with its customers. A board below the till acts as a hall of fame for shoppers, who are encouraged to sign their names and leave messages. “Interaction with customers is the base of our job, as the fourth generation of

Above: The growth of Halloween in Italy was an important factor in the retailer’s growth

loyal clients can prove,” Adriano enthuses. “Being so ‘old’ is not an obstacle, as long as we are constantly prepared to satisfy every request of our ever changing customers, following new trends and new styles. Part of our constant up-to-date style is constantly searching new suppliers that can satisfy our customers’ requests.” One of the ways the team has ensured it keeps an up to date approach and meets customers where they are, as well as growing the business, is its strong presence on social media. Adriano tells us: “We are using it in order to reach more people on an international level, because we have a strong presence in Italy, but the world awaits us. 90% of our sales are from the store, with 10% online, but the online percentage is still growing. “Plus, we create some online events, like we did during the Harry Potter Book Night, when we filmed lessons by ‘professors’, who taught viewers how to create magical themed objects.” With stock sourced worldwide, Amerio’s longest standing suppliers are Widmann, Carnival Toy and Bigiemme and the retailer says it has a wide range of best-selling products, including wigs, masks, make-up and themed accessories. But the feather in the cap is Mama Amerio’s range. Adriano explains: “We have also a great variety of tailor-made (made by the mother) costumes that we sell and rent, plus a lot of homemade props like potions, scary things, jars of teeth, human remains and so on.” With in-store theatre, bespoke ranges, a slightly crazy, welcoming and interactive family team, it’s no surprise Amerio has thrived for 53 years. Here’s to the next 50.

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SUMMER PRODUCTS

Qualatex has announced a new birthday ombré cupcake range as part of its latest new product release. A large Microfoil™ cupcake shape is complemented by a matching mini air-fill foil and a co-ordinating 18” round Happy Birthday design.

Celebrate this summer outdoors with Amscan’s new play tents. Perfect for back garden festivals, indoor sleepovers and anything in between, the canvas A Frame tents are the perfect base to theme up with your favourite party and balloon ensemble. Marble, rose gold and greenery design trends are combined in this sophisticated new addition to the Qualatex wedding catalogue. The Always and Forever Greenery 20” hexagon Microfoil balloon works in a gift bouquet or incorporated into stylish wedding décor.

Palmer Agencies’ Hawaiian range is the ideal offer for all summer parties and the much-awaited barbeque season. The company also offers a comprehensive range to help decorate the outdoor areas. From Leis, to bunting, to tableware, Palmer Agencies will help you make the best out of the season. The Hawaiian five piece set (four colours assorted) includes lei; skirt; headband and wristbands.

With the success of the neutral palette Sempertex latex tones, and Truffle Reflex and Champagne Reflex joining that assortment shortly, Amscan has developed coordinating foil balloons in these colours too. Available in standard size circle, star, and heart formats the new Silk Lustre™ foil balloons will be available in Eucalyptus, Truffle and Latte. With White Gold also already in the range, these add texture and dimension to any installation, whilst maintaining those current trend colour mixes.

With Minions: The Rise of Gru causing fans of all ages to go bananas at the cinema, what better way to get into costume than by getting dressed up as the yellow Minions. Bolstering an already strong Minion and Despicable Me existing range, Rubies’ new Minions costumes are perfect for friends and family members with all ages available.

Thinking ahead to the new sports season Amscan has added new Football standard foils to its range. Available in six colourways, covering most Premiership and country teams (ready for the World Cup later this year), there’s a handy space for personalisation for either team, player, or recipients name. In addition to this, Amscan has added a contemporary feel to some of its classic messages.

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TALKING TO: OPPOSUITS

STRONG SUIT

Since 2012, Opposuits has been adding a certain something to the party industry with its awesome and crazy suits. A decade later and the supplier is going from strength to strength and expanding its offering to become a lifestyle brand. Progressive Party caught up with cofounder and director Jelle van der Zwet as the company celebrates its tenth anniversary.

n 2010, while backpacking in Vietnam, Jelle van der Zwet decided he wanted an orange suit for the upcoming World Cup. Being in a mecca of tailoring, Jelle and his two friends, Jasper Castelein and Guus Bakker, ended up with three crazy suits, which garnered the attention of tourists around the town. The suits were the beginnings of the three friends setting up Opposuits. Jelle explains: “That’s how it started basically. Right away I had those thoughts of ‘wow’ – I think everyone knew that you could get a crazy suit made in Asia, but nobody had turned that into a business model, where you made those suits with standard sizes, etc.” Two years later, as Jelle was finishing

his Master’s degree and in the process of becoming a chartered surveyor, the trio decided to get 2,000 orange suits made in China for the European Championships. Jelle continues: “We sold those suits in two to three weeks and it went viral in Holland. We got in all the newspapers and TV shows and before the tournament started, we had sold all 2,000.” By the next year, Jelle had quit his job and started to work on Opposuits fulltime and the others followed soon after. What followed was several key

Above: Guus, Jelle and Jasper attribute their success to just being ‘three normal guys’.

milestones, which saw the business partners learning along the way and the company growing both in Europe and the US. Jelle begins: “We then went to Spring Fair in early 2013 and that’s when we had a great response from all kinds of party retailers. We didn’t even have packaging at this point. One of my business partners on the creative side designed a box package in a pizza place after the show. So it shows we weren’t really prepared, we didn’t know how it all worked, but you just learn as you go.” Learning and gaining experience along the way is one of the keys to the success of the business. Jelle tells us: “None of us had worked in fashion or fancy dress, but I think that gave us an advantage. We were approaching things in a totally different way to what the market, or the industry was doing. We looked at it from a completely different angle. “We had this one idea and we were selling directly to the public, doing our own fulfilment, getting help from our

CELEBRATING A DECADE Opposuits celebrated its tenth anniversary with a party for friends and family, which began at 2pm and didn’t finish until 3.30 the following morning. Jelle says: “The three of us come from this small town and small community and everyone has helped us a lot. When we went viral with those 2,000 orange suits, we had 30 friends that went to all of the Holland friendly games. They went to the stadium and outside we got snapped by the photographers. So there were a lot of people who were involved in the launch ten years ago and they were all invited.” Right: The founders’ friends and family were key to their successful launch. 30 of them toured the pre-European Championship in the orange suits to promote the new business.

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TALKING TO: OPPOSUITS

Right: The concept for the business began when the three friends were backpacking in Vietnam and became local celebrities with their crazy suits.

parents. It was a real DIY operation, we were bringing parcels to the post office every day, before starting to outsource it, then quitting our day jobs to do it full time, then getting an office, so it just snowballed. “But the most important thing is the triangle of myself and my two business partners. Jasper is the creative person, myself for everything commercial and on the sales side, and then Guus is everything else in between from the operational side. Having our own parts of the puzzle has created a lot of calmness between us about what our focus is and it’s worked really really well.” The next landmark was 2014 when the company exhibited at Halloween & Party Expo, signifying its launch into the US. “We met with the owner of Spirit Halloween at the show and they believed in it so much that we had a big order that year,” Jelle remembers. “That was our milestone in the costume industry. Once we were in Spirit Halloween, everyone knew us.” 2015 saw the fashion breakthrough as Opposuits partnered with Macy’s, with product in almost all its stores. Again, this deal was the opening for the collection to be listed by all key fashion and department stores. Following the first season with Spirit Halloween, the suits began to get copied a lot. “So we launched our economy brand, Suitmeister in 2015,” Jelle explains. “That stopped a big part of the copycats. Our suits were always at $100, which they still are, and Suitmeister retails at $60 so it’s a huge difference. “Suitmeister has become a really important brand within the party side, and Opposuits has become more the driving brand on the fashion side. There’s a lot of overlap. There are party shops who want to offer the high-end suits, who still buy into Opposuits, then there’s the Primarks who want the lower end price point, so they buy Suitmeister.” Once the copycats were tackled, it was the unique offering which helped Opposuits continue to grow. Jelle continues: “We’ve always said we have a unique position between party/fancy dress, and fashion. We’re cooler than your average costume, therefore a little more high end, so there are people who want to wear them because they’re suits, not costumes. And on the fashion side, we bring this fun item that’s very affordable, for standing out. “It’s amazing that we sell to Selfridges and Nordstrom – the highest end fashion retailers – but also to the lower end party stores.” Ten years of business hasn’t been without challenges and one of the main factors to overcome has been the rapid growth of the company. Jelle furthers: “At one point we had an order from Coles for more than 100,000 suits for prom. Dealing

with that from a finance perspective and production stand point, just taking people on etc, was really hard. We’ve definitely had points where we’ve gone overboard with how quickly revenue was growing and thought we needed to have a big team.” Covid provided a reset button for Opposuits. During that period the team sadly had to be downsized, and the business from the US kept things going. Jelle says: “Now we feel in a much better position from a balance perspective in terms of where the business is and the sales vs the fixed costs in terms of the team. So now we’re more selective, we don’t work with every single retailer. “We do a lot of marketplaces, not only Amazon, but also with fashion marketplaces like Zalando. We have invested a lot in systems, our ERP system is connected to that, so everything is automated without the need of having a big sales team.

LICENSED COSTUMES When choosing brands to work with for costumes, Opposuits is careful to ensure its products are on-brand. “When we are looking at the party side of things for our suits, the real game changer licensing wise is the characters who actually wear suits or shirts,” explains Jelle. “So for Warner Bros, the Joker and Riddler would wear suits, so it’s huge, that’s a real character, but for the likes of Star Wars, but there isn’t really a character who wears a suit and a tie, so then it becomes a lot more difficult.”

Above left: Spring Fair 2013 was the key to Opposuits’ launch into the party sector. Above: Keeping the balance of the business right and having fun is key for the trio.

“The shift of sales are going into different channels. They still end up with the same customer, it’s just a different way of doing business. More is going into online, especially after Covid, but we’ve always been pretty big online.” Spirit Halloween is one of the bigger party accounts for Opposuits so a big part of its product is still sold through bricks and mortar. But due to the seasonality of the product, it can be easier to offer online in most cases. Jelle explains: “We probably won’t be doing business with some of the department stores we used to sell to, because they have conditions that we have to take stock back, which we don’t do. It depends – for Suitmeister with the lower price point, we have partners like Target, and they are better at executing and they don’t have all of those conditions.” The most recent development for Opposuits was the opening of its own warehouse, taking all fulfilment for the European market in-house. While the company continues to grow and has plans for the future of the brand, balance is key for the co-founders. Jelle concludes: “Our creative partner has had two mental breakdowns in the years we have been operating. He couldn’t keep up with all the pressure. That’s why we want to have the right balance and create a fun work environment, as opposed to just growing for the sake of growing. That comes with the years, we just know what suits us better.” JULY/AUGUST 2022 PROGRESSIVE PARTY EUROPE

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FOCUS ON: GROUP COSTUMES

CROWD PLEASERS Summer is the perfect opportunity for group costume sales, as hen and stag parties, festivals, sporting events and summer get togethers are being planned. With a huge range of licensed and non-licensed options available for all ages, Progressive Party talked to some key suppliers about what’s hot this year and how sales are going.

ow that consumers are able to get together and party again, group costumes are key when it comes to the summer and beyond. The obvious opportunity is for hen and stag parties as the wedding season is upon us, but there are events throughout the summer and also later in the year for all ages, which lend themselves well to group dressing up. Mark Brett, sole UK agent for Boland tells us: “One of the biggest impacts in the party market of the Europe wide opening up post pandemic is the summer season of festivals and big sporting events. Both of which are major influencers in group dressing up. “Within sport in the UK, you frequently see various groups in test cricket, football and even Wimbledon, organising a theme amongst themselves which is virtually impossible to predict. Only this week, a retailer told me he sold loads of feather boas for a group of girls going to a Harry Styles concert, and the retailer was located over 200

miles away from the venue. “At festivals, both hats and boas are strong contenders for items in greatest demand. Yet the variation is enormous going from unicorns to sharks. Perhaps one of the biggest in the UK is that of pirates, especially in the south coast of England in summer.” As well as sporting occasions, a number of other summer events are pushing sales. Samuel Taylor, category manager, dress up at Amscan, says: “We are seeing an increase in the second quarter, being pushed by summer events, hen and stag parties and the continued school curriculum activities. Especially hot right now are decades costumes. Anything 70s and 80s

related, mainly driven by the summer season and festivals going on around the country. “Another hot topic for us is Top Gun, with the new Amscan range live alongside the film launch. The summer period also traditionally brings along the pirate costumes and we are seeing a bigger demand this year again for these classic, evergreen pirate themed styles. We are pleased this continues to be a great theme within both children, and some adults, so a perfect family style costume.” Samuel also says brands are important in the current trends: “Licences again are key for all yearround success at Amscan, and we are excited with the launches of Blippi, and Baby Shark for children, but also have launched adult licences from Heinz Ketchup, Slush Puppie – and not to forget other key licences from Flashdance, Forrest Gump and many more classic characters – perfect for all sorts of occasions.” Licences are also key for Disguise. Lianne Barber, marketing manager EMEA, says: “The most popular trends at the moment in group dress up are Super Mario, Disney Princess, Power Rangers and

Left: Nostalgic beachwear is the order of the day for Palmer Agencies. Below: Opposuits’ Summer Sets are coordinating comfy beachwear and are ideal for group costumes.

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FOCUS ON: GROUP COSTUMES

Above: Shell suits are one of Smiffys’ most successful group costumes. Above right: The Stand out Suits from Smiffys are always a hit for group events.

of course our tween and adult range of Stranger Things dress up. “Super Mario has been featured in the press recently as the chosen dress up for sporting events, from rugby to the Women’s England Football team. Adult Princess costumes are always popular and compliment the children’s range, we expect to see them prove very popular as we approach summer fairs and look ahead to Carnival and World Book Day 2023. “The Disguise Stranger Things range allows fans of the recordbreaking Netflix show to celebrate their fandom with group dress up. We are excited about this range for Halloween and Eleven’s classic pink dress from the first series being our most popular costume.” For Smiffys, fun is always the main driver for group costume

purchases. Dominique Peckett, director, explains: “Novelty and comedy costumes are always a hit in this category. Some of our most successful group themes include flamingos, nuns and shell suits – all of which have a great visual impact when worn en masse. “For more formal events such as the races, our Stand our Suits in different themes are always a hit for groups. One of our licences that we’ve seen success with in this sector over the recent months is Baywatch. This range makes the perfect group costume and the simple T shirt, shorts and float combo is both easy to wear and effective.” Also on the more formal side of group costumes, Opposuits has a new offering ideal for group events. Robin Breeman, head of sales, comments: “We’ve introduced a new product category called Summer Sets. The Opposuits Summer

Sets are a collection of comfy beachwear that will make every day feel like a summer vacation. The set consists of a short-sleeved shirt and shorts and is available in different refreshing styles.” Non-licensed costumes are also popular for group events. Sergio Battaner, sales and marketing director, Palmer Agencies, enthuses: “Fear not, Palmer Agencies has quite a few tricks up their sleeve, like our range of 1920s bathing beach body adult costumes. The items offer a great, classy look for the summer season, stag and hen night markets. “We also have a great Bowling Pin Inflatable Adult costume, which includes 10 velcro numbers so each bowling pin person can be the same and different at the same time. That’s a strike of a costume.” George Nesnas, director at Cazaar agrees that comedy costumes sell well for groups: “Cone costumes are certainly back on trend for stag parties. Sales decreased during the pandemic (and a decrease in weddings and therefore stag dos), but they are now one of our top sellers. “Another top selling group costume is our beer can costume – another stag weekend favourite. We have also seen a huge surge in sales of feather boas which we’re attributing to Harry Styles asking everyone who attends his concerts to wear one, and the same with cowboy hats for festivals and summer events.” To see the new products available for the lucrative group costumes market, turn the page. Far left: Amscan’s new Top Gun range features men and women’s costumes. Left: New to Amscan’s collection, is the Grease costumes and accessories – perfect for hen and stag parties.

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FOCUS ON: GROUP COSTUMES

GROUP COSTUMES PRODUCTS

Boland is increasing its dress up sets with many new products including this Hippie set. Headband, earrings and bracelet offer a great opportunity for groups hanging out in hot summer festivals.

Opposuits is also introducing Men’s Sets to its Suitmeister offering which will be more character focused and include TMNT, Batman, and Superman.

The new Top Gun styles from Amscan are proving to be as big of a hit as the new movie. There’s a wardrobe of options from jumpsuits through to dress versions of the classic costume, and obviously, the classic bomber style jacket.

Traffic cones and beer can costumes are among Cazaar’s biggest sellers at the moment.

Nuns, flamingos and shell suits are some of Smiffys most successful group themes – all of which have a great visual impact when worn en masse.

This year, Opposuits is adding more styles to its Summer Sets collection, including some licensed options.

Newly released are Amscan’s Grease costumes and accessories. Choose to ‘rule the school’ as a Pink Lady or T Bird, or settle for being a Rydell superstar with our mix of costumes and mix and match accessory options.

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UK: Freephone 0800 590 599 / sales@smiffys.com | Export Sales: +44 1427 619 799 / export@smiffys.com Manic Panic® and related names and logos are (registered) trademarks of Tish & Snooky’s N.Y.C., Inc and are under license by Smiffys™. © 2022 All rights reserved.

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FOCUS ON: GROUP COSTUMES

GROUP COSTUMES PRODUCTS

The new Stranger Things range from Disguise is ideal for fans to engage in group dress up. The most popular costume is Eleven’s classic pink dress from the first series.

One of the licences that Smiffys has seen success with in this sector over recent months is Baywatch, which makes the perfect group costume with simple T shirt, shorts and float combo, which is easy to wear and effective.

The Stand out Suits from Smiffys are always a hit for groups.

Palmer Agencies’ Bowling Pin Inflatable Adult Costume includes inflatable tunic and battery operated fan, as well as ten (1-10) Velcro numbers.

The 1920s Bathing Beach Body adult costumes from Palmer Agencies offer a classy look for the summer stag and hen parties. The male costumes include a one-piece suit with zip at the front. The female costume includes vest, pantaloon trousers, laced corset belt and frilly hat.

The nostalgic humour costumes from Amscan are proving popular this summer. The latest licensed lines include both Heinz Ketchup and Slush Puppie, perfect for those holiday camp style vacations this summer. The Heinz style also comes in both adults and children’s offerings.

The Super Mario adult accessory and dress up kits are ideal for adult groups who want to join in the fun. Disguise has dress up kits available for classic Mario or Luigi characters to Bowser, Yoshi and Toad.

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FOCUS ON: LICENSING

Licensed ranges make up a key part of the party market, with properties popular for all ages from preschoolers to adults. Brands are prominent in a number of annual events, particularly Halloween and World Book Day, as well as everyday events such as birthdays and group events like hen and stag parties. PPE found out what’s hot right now in the world of licensing.

ften when we think of licensed party ranges and dress up, we think of children’s brands such as Peppa Pig, Peter Rabbit and Paw Patrol, among many others. But licensed sales run far beyond the realm of preschool, with recent increases in popularity around the likes of gaming licences for older children. And beyond that, adult licences can add strong sales revenues throughout the year. Dominique Peckett, director of Smiffys, says licensed and non-licensed work together in the company’s offering: “We have found that our licensed and non-licensed ranges compliment each other. Our nonlicensed catalogue of products offers variety, value and options to suit all occasions. The licensed category continues to be successful as we can bring to life recognisable, popular characters from a huge range of licensed properties for those customers who want to transform into wellknown icons with ease.” Ruth Pearcey, senior sales and marketing manager at Unique, adds:

Right: There are new brands heading to Opposuits’ Suitmeister Mens Sets collection.

“There is no doubt licensed product will always have a place in the party industry, from the unexpected phenomenon that was Frozen, to the evergreens we know and love like Harry Potter. Preschool has always been a key age range in licensing, but we continue to see a huge amount of support for Harry Potter and Fortnite for our slightly older party goers. “When ranged against some really strong non-licensed designs out there at the moment, there really is something for everyone. Of course sustainability is hugely and increasingly important, so we are excited to see, and offer, a move towards paper and reusable options too, which is fantastic.” For many, licensed product makes up a significant portion of their offering. Robin Breeman, head of sales at Opposuits, says: “For us it’s really a mix between licensed and nonlicensed. With the Opposuits Summer Sets, we saw the #1 was actually non-licensed, #2 was licensed, #3 was nonlicensed and #4 was licensed, so quite nicely split.” And for others, licensing is an expanding category for them. Mel Beer, licensing director Left:The Gruffalo and Other Stories has become a classic in Smiffys’ licensed collection.

at Amscan explains: “As it currently stands year to date, across all four categories combined, our licensed sales are around 25% of our overall business, with improved growth year on year.” Mel goes on to highlight the brands doing well for Amscan at the moment: “There’s plenty in our portfolio that’s hot right now, with continued success with juvenile characters such as PAW Patrol, Peppa Pig, Hey Duggee and Bing. Our gaming licences also continue to be popular, with range expansions coming for both Super Mario and Pokémon too. Miraculous and Harry Potter also continue to be trending themes right now. “We are also super excited to welcome new licences to the Amscan family. Set to be available from 2023 include Bluey, across foil, party and costume, and Peter Rabbit dress up, and in time for Book Week, Roald Dahl costumes too.” For Grabo, evergreen properties with worldwide appeal are doing well. Jonathan Grassi, executive managing director of Grabo, says: “The Teletubbies originated in England and has since spread throughout the world. This cartoon has appealed to all age groups, becoming an evergreen during these years. Grabo has decided to dedicate a line of balloon licences to Teletubbies, specifically Po, the red one, to continue the passion born from this cartoon. “Our licensing range has a wide selection and we cannot forget the iconic Masha and Bear, PJ Masks and last but not least, the Cry Babies.” Creative Party has also found success with a heritage brand, and has recently extended its Peter Rabbit offering. Product and marketing director, Holly Forder, comments: “We are so thrilled with the success of our Peter Rabbit range, which to be honest came as no surprise to us. The licence is a firm family favourite and we see gorgeous Peter Rabbit themed celebrations all over social media. These new products are perfect for special occasion bakes and I cannot wait to see them incorporated into celebratory bakes, cakes and treat tables. I’ll be keeping my eye on Instagram.” JULY/AUGUST 2022 PROGRESSIVE PARTY EUROPE

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FOCUS ON: LICENSING

It’s licences for a wide range of ages which are spiking Smiffys’ sales. Dominique furthers: “Due to recent smash hit films, our Top Gun range has been hugely successful this year, along with our Elvis collection. Our The Gruffalo and Other Stories range has proved to be an evergreen licence with constant demand for the costumes year-round. “We have recently added several new properties to Smiffys’ portfolio, as our licensed offering continues to grow. Our latest children’s licences to launch include top toy brand L.O.L Surprise, popular preschool property True and the Rainbow Kingdom, and hit Netflix show Gigantosaurus. Novelty is always a strong category for us, and our recent signings of Kellogg’s and Pringle licences will add these instantly recognisable brands to our range.” Hit films are a key part of Palmer Agencies’ offering, as Sergio Battaner, sales and marketing director, explains: “This year, and after a very successful Scream film, Palmer Agencies has brought to market its biggest range ever, with décor, masks, costumes, and other accessories to meet the ever-increasing demand for this popular character. There are new mask styles, Halloween graveyard décor, light up products, accessories… These products include licensed Ghost Face mask as seen in the very popular video game Dead by Daylight and children’s costumes.

Above left: Creative Party is extending its Peter Rabbit range which has proved hugely successful for the business. Above and left: Top Gun and Elvis continue to be key licences for Smiffys.

“These items are proving very popular and forward orders are coming thick and fast from customers wanting to secure the must have character this Halloween.” Films and TV series make up the success

Right: Cry Babies is part of Grabo’s licensed offering. Below: Halloween hit films are a key seller for Palmer Agencies in Q3 and 4.

stories for Pioneer Europe at the moment too. Julie Dommett, head of marketing, says: “Recent introductions to the Pioneer Party range include the Star Wars: Mandalorian tableware range – featuring adorable Grogu artwork across plate, cup, napkin and flag banner items. Following the theatrical release of Minions: The Rise of Gru this July, the recently added partyware range is sure to be a popular choice this summer. And the 2022 trend for all things dinosaur continues. The Qualatex Jurassic World: Raptor Microfoil Shape balloon has been a guest at many parties and is sure to be invited to many more.” Super powers are the order of the day for Rubies. Scott Pickworth, independent accounts manager, tells us: “On the high street, we are seeing more requests and higher demand than ever before for year-round favourite superheroes like Marvel’s Spider-Man and DC Comics’ Batman. We also see a rise in generic costumes and accessories for festivals, pride, and stage and hen dos at this time of year. “However coming into Q3 and 4, the focus for most of our customers is Halloween, so we are preparing them with a range of new licensed stock and evergreen generic favourites including costumes from Warner Bros Horror Icons and Wizarding World of Harry Potter ranges.” Opposuits’ product offering is focused mainly on retro brands, and this year it has added to its Pac-Man and Pokemon Summer Sets, with SpongeBob, Rick & Morty and Smiley. Robin Breeman, head of sales offers: “We will also introduce Suitmeister Mens Sets which will be more character focused and all licensed. TMNT, Batman and Superman will be launched in a few months.” To see all of the new products on offer in the licensed space, turn the page.

JULY/AUGUST 2022 PROGRESSIVE PARTY EUROPE

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Costumes for every occasion! info@disguise.com • disguise.com

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FOCUS ON: LICENSING

LICENSING PRODUCTS

PJ Masks is a big seller for Grabo in the balloon category.

There’s plenty of new licensed balloons on offer at Amscan, including Hey Duggee large shapes, Blippi, Blue’s Clues and Bluey.

Amscan’s PAW Patrol range launches later this year and is available to pre-order now. Celebrate with Chase, Marshall, Skye and the gang with the new party and balloon range.

Following the success of the initial launch in 2019, Creative Party’s Peter Rabbit range has seen an additional Resin Keepsake Cake Topper, Food & Gift Packaging, and a reversible Luxury Paper Napkin added to the range.

The must-have items in Palmer Agencies’ Scream range are the Ghost Face Adult Mask, and the Ghost Face Grave Breaker figure – a life size torso figure with poseable arms and hands, as well as a ground stake to make a statement this Halloween.

Masha and the Bear is a classic licence for Grabo’s balloon offering and features a wide range of designs.

The new Obi-Wan Kenobi series on Disney+ has seen a new wave of Star Wars fans want to get dressed up like the Jedi or his arch nemesis Darth Vader. Rubies is offering a range of deluxe and standard editions with a variety of children’s and adult’s sizes.

The debut True and the Rainbow Kingdom collection from Smiffys is available to pre order now, featuring key character costumes True and Grizelda, as well as character dresses.

Additional new Amscan styles include the new Disney hit Lightyear Supershapes and standards, as well as pre-order availability on products from Marvel’s eagerly anticipated Black Panther 2 movie. Rubies new Thor: Love and Thunder costumes feature the latest costumes straight from the big screen for Thor and Mighty Thor and an accessory range including the likes of a new version of Mjolnir (his hammer) and Stormbreaker.

Grabo has dedicated a line of balloons to Teletubbies, specifically Po, the red one.

Smiffys new L.O.L. Surprise collection has launched this year, with both everyday and Halloween styles featuring the iconic doll characters.

Harry Potter continues to be one of the best sellers for older children in Unique’s offering

Blue’s Clues is new to Amscan and offers a cross category product mix including partyware, balloons and costumes.

JULY/AUGUST 2022 PROGRESSIVE PARTY EUROPE

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ollection 2022 Mid-Year C

Welcome New Arrivals with Qualatex Balloons! ®

2022 Mid Year new product collection OUT NOW! Featuring bold new designs, new inspiration, and covering the most important occasions, from Birthdays to Babies! Contact our friendly team on pelorder@qualatex.com or call +44 (0)1279 501090

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FOCUS ON: GENDER REVEAL PARTIES

HE or SHE?

Gender reveal parties have grown in popularity in recent years and are now almost a rite of passage in pregnancy. Originating in the US in the 2000s, the gatherings are a mainstay across the UK and Europe now too. Progressive Party finds out what the current trends and the latest products are from the key suppliers in the sector.

oming together and celebrating a pregnancy was traditionally marked with a baby shower for the mum-to-be and her friends and family, but in recent years, an extra opportunity to host a party during those exciting nine months has arisen, with the advent of the gender reveal. The trend seems to be growing with new and innovative ways to reveal appearing all the time. Jonathan Grassi, executive managing director of Grabo, explains: “Parties to celebrate gender reveals originated in America in the early 2000s at the hand of writer Jenna Karvunudis and have slowly arrived in the UK and Europe as well. “The hallmark of these parties is to reveal the gender of the future unborn child to friends and family, and what better way to do this than with balloons

Above: Balloons play a key role in gender reveals, such as this collection from Grabo. Left: Pastel colours can be added to the Qualatex Microfoil Pink or Blue? balloon. Below: The surprise party for Francesca Ferragni and Riccardo Nicoletti in Milan featured Gemar balloons.

dedicated to this unique moment? For many, the moment when the gender of the child is revealed is an extremely important moment and should be properly remembered with photographs, videos and in the company of friends.” Ruth Pearcey, senior sales and marketing director at Unique, continues: “The gender reveal trend has taken the baby shower world by storm over the last few years, no doubt a result of the trend becoming so popular on social media platforms across the globe.” It’s largely recognised that social media has a big part to play in the events. Dominique Peckett, director at Smiffys, tells us: “Social media is the biggest driver in the popularity of these events. With elaborate décor, balloon displays and gifting, these Instagrammable events we see all over JULY/AUGUST 2022 PROGRESSIVE PARTY EUROPE

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FOCUS ON: GENDER REVEAL PARTIES

Top left: Amscan’s classic Gender Reveal Boy Girl range is ideal for announcing a new arrival. Team with Anagram Clearz and Orbz and Sempertex latex Crystal Pastels for the ultimate installation of dreamy pastel perfection. Left: Unique says consumers want to purchase the tableware and accessories for the party as well as the big reveal mechanism. Above: Gemar Ambassador Tampilipe recently used 2,600 balloons to create décor for a gender reveal at the Four Seasons Hotel in Geneva.

social media add to the trend to throw your own parties when the time comes.” Mark Brett, sole UK agent for Boland, agrees: “Even during lockdowns, gender reveals maintained a level of popularity due to couples decorating a room and presenting the reveal via the likes of Zoom. It has become an established event, which is undoubtedly driven by social media. There is little in the party market that is not driven by social media. What the Kardashians do one day, the world does the next.” Emily Duke, marketing and design coordinator at Amscan, comments: “With the platforms of social media, this is a definite driving force for gender reveals with the likes of celebrities sharing their elaborate unveilings before our eyes. As well as seeing friends or family posting pictures from their own reveals, people want to replicate, or go one better, for their celebration. I think there is also an element of bringing friends and family together to celebrate a happy occasion after the restrictions over the last couple of years.” There is a growing number of ways to reveal if a couple is expecting a boy or girl, as Ruth expands: “People love

surprising their baby shower guests with their baby’s gender in some fantastic ways; such as a coloured cake covered in white icing, coloured helium balloons floating out of a sealed box, a dramatic pop of a giant black balloon containing coloured confetti or the crowd pleasing bang of a gender reveal confetti cannon. “Not only do people want to purchase something for the big reveal moment itself, but the tableware and accessories to make the party beforehand – such as tableware and decoration. It’s absolutely a key trend for retailers.” Balloons play a big role in the gender reveal party. Julie Dommett, head of marketing at Pioneer Europe, tells us: “Balloons are central to many gender reveal celebrations, both as décor and the reveal mechanism itself. For the reveal, there are a number of popular choices. Firstly, there is the drama of popping a large 3ft latex balloon such as the Qualatex 3ft Question Marks, to reveal the surprise within.” But it’s not only balloons that can stage the reveal, Dominique says: “As these events grow in popularity, the trends for how to reveal your baby’s gender have become more and more creative. From balloon popping and cake cutting to confetti cannons and pinatas, there are endless ways to make the announcement.”

As well as the reveal itself, general décor with balloons is a popular trend. This is seen within the parties of public figures too. Gloria Veta, brand and sales director, Gemar, explains: “Gemar Ambassador Tampilipe recently used 2,600 balloons to create stunning décor for a gender reveal at the Four Seasons Hotel in Geneva, and the surprise party for Francesca Ferragni and Riccardo Nicoletti in Milan also featured beautiful balloons. “Popular products for gender reveals include Gemar’s natural range, a palette of softer colours that add sophistication and warmth. Ever popular pinks and blues can be softened with double stuffing techniques or left bright and beautiful to suit the occasion.” Julie furthers: “More recently, the party décor trend is for large organic balloon backdrops, and while pink and blue latex balloons are still the most common colour palette, designers are also starting to embrace the neutral trend for baby events as well.” And the balloons can be matched with a tableware range for a full party theme, as Emily suggests: “Why not consider the rest of the ensemble, with its sophisticated colour palette combining mint with metallic gold, our Ready to Pop range comprises more that just tableware, there’s also wearables such as a mummy to be rosette, coordinating décor and cake topper. In addition, coordinating paper confetti cannons in pink and blue are also available to surprise and delight your guests.” Girl or boy, the party industry has you covered for a gender reveal party to remember. Turn the page to find the latest products. JULY/AUGUST 2022 PROGRESSIVE PARTY EUROPE

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Pastel hues in pinks & blues! Check out our gender reveal ranges, Available online now!

Check out our coordinating decorator latex from Sempertex! Available now!

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FOCUS ON: GENDER REVEAL PARTIES

GENDER REVEAL PRODUCTS

Amscan’s new confetti cannons are discreetly stickered on the lower part of the cannon for shopability, the gold outer casing hides the information until you’re ready to let everyone know.

The gender reveal collection from Unique offers tableware, balloons, pinatas, scratchcards and banners in the classic blue and pink colourway.

The Boy or Girl range of balloons from Grabo features round and square foil options with pink and blue design.

The Pink or Blue? message on Qualatex’s 18” Gender Reveal Ombré balloon is perfect for reveal celebration décor or as a gift bouquet.

Unique offers a 24” latex balloon for gender reveals with pink or blue confetti.

The Sempertex Reflex Gold reveal balloon from Amscan is dense enough to not reveal the big secret until its time.

The 18” Welcome Baby Confetti Dots balloon from Qualatex brings in all pastel colours in an on-trend ombré style. The Oh Baby Confetti Cannons from Unique are ideal for the big reveal.

Smiffys has recently added a range of biodegradable Gender Reveal cannons to its party range. With ‘It’s a boy’ and ‘It’s a girl’ confetti cannons and themed powder cannons, these products are a perfect way to reveal the gender.

There’s nothing quite like the drama of popping the Qualatex 3ft Question Marks balloon to reveal the surprise within.

The We Wonder What You Are? collection from Hootyballoo offers balloons, cake toppers, confetti push pops, photo booth props, stickers, banners and wearables.

JULY/AUGUST 2022 PROGRESSIVE PARTY EUROPE

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is the online news website for the global party and costume industry. Launched by the leading publisher to the worldwide party sector, Progressive Party Europe, the website serves as an essential online resource for the global costume, party and balloon market.

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4 days, 4 key buying destinations Find out more at autumnfair.com

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