March/April 2017
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HALLOWEEN & PARTY EXPO January 12-15, 2018 | New Orleans, LA Halloween & Party Expo is making it wickedly easy to stay in-the-know about 2018 show details. Take advantage of Halloween & Party Expo’s year-round resources, like The Celebration newsletter and Retail Recipe, to keep up with the industry and receive exclusive show news.
LEARN MORE! halloweenpartyexpo.com/subscribe
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Immerse yourself in the greeting card world PG Live 2017 is proud to present thousands of original designs, exciting ranges and exclusive show offers from the top 280+ publishers, artists and designers from around the globe, including party suppliers Gemma, Mask-arade and Pioneer Europe. “PG Live gives us the opportunity to focus on greeting cards and opens doors to up-andcoming designers. We are a sociable industry and PG Live celebrates this in style!” Sonya Haandrikman-Sibbald, co-owner, Celebrations Card and Party.
Don’t Miss Out! Book now to secure your place at PG Live 2017, the ideal place to source fresh product and find exciting new publishers and artists. www.progressivegreetingslive.com
PG Live 2017
Tuesday 6 - Wednesday 7 June Business Design Centre, London
BOOK YOUR TICKET NOW!
+44 (0) 1635 297070 @PGLiveLondon www.progressivegreetingslive.com
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CONTENTS
What’s inside: MARCH/APRIL 2017
49
47
31
39
NEWS The latest from the party world.
NEW PRODUCTS Brand new and twice as exciting.
LICENSED TO PARTY Is it a bird? Is it a plane?
INDUSTRY ISSUE Counterfeit product at retail.
THE JESTER
Trade show talk.
PIONEER CELEBRATES
100 years of excellence.
OPEN DAY
Angels’ welcomes all.
09 17 19 21 25 28 31
33 37 39 43 45 49 52
45
FEEDBACK
Trade show season thoughts.
BAPIA
Bowler’s heading back to school.
SWEDEN BOUND
Talking to the Party Kings.
NEW PRODUCTS EU
European suppliers latest.
COMEDY COSTUMES It’s ROFL central.
CREATIVE TRENDS
Party-ware is design-happy.
BEST SELLERS
Retailers share tales from the tills.
MARCH/APRIL 2017 PROGRESSIVE PARTY EUROPE
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CONTENTS The home of market leading trade magazines
The home of market leading trade magazines max-publishing.co.uk The Thehome homeofofmarket marketleading leadingtrade trademagazines magazines March/April 2013
The home of Exhibitions The home of Exhibitions The Thehome homeofofExhibitions Exhibitions
The home of market leading trade awards The home of market leading trade awards The Thehome homeofofmarket marketleading leadingtrade tradeawards awards
Max Publishing Ltd, United House, North Road, London N7 9DP T: 020 7700 6740 F: 020 7607 6411 www.max-publishing.co.uk hello@max-publishing.co.uk
Welcome to the Party Whether you’ve been involved in the party industry for decades or are a relative newcomer, you’ll know that the world of dress-up, balloons and decor is rarely dull. With suppliers and retailers as colourful as the products we sell to make our living, there’s always something going on, and there’s no better way to find out what’s going on in the marketplace than by meeting up with each other and Inset: Progressive Party Europe’s Rob Willis and Jacqui Parr. chewing the proverbial fat. The opportunities to do this are unfortunately few and far between, with many of us now relying on social media and the internet to keep up to date with the latest gossip. Once a hotbed of story-swopping and industry chat, trade shows have now become more of an in-and-out affair, as retailers look to save money by keeping trips shorter - that’s if they manage to take time out of the shop at all, of course. This year’s trade show season threw up some mixed reports, with the New Orleansbased H&P Expo proving a worthwhile trip across the Atlantic for those that made the journey. Closer to home, Spielwarenmesse in Frankfurt was, by all accounts, a fantastic show with plenty of business being done alongside that all-important networking. The UK’s Spring Fair was sparsely attended, but reports say that business was brisk for those that did make the trip. However, the lower attendance meant that networking opportunities were thinner on the ground, with exhibitors ensuring that retailers and buyers were kept as busy as possible. This year, for the first time, another option threw its hat into the ring. The Angels Open Days, which were held in mid-March, offered retailers the opportunity to visit the Hendon branch of the fancy dress store to see the latest lines from Rasta Imposta, InCharacter and Tinsley Transfers, which are distributed in the UK by Angels Fancy Dress. The small-but-perfectly-formed show also threw its door open to a number of other suppliers and offered visitors free lunches as well as a tour around the famous Angels Costumes premises. The three-day event itself would have been a huge failure, if those involved were judging it by the orders taken. But this wasn’t really that sort of show, with exhibitors instead delighted at the relaxed ambience and social nature of the event. “It was a great day out,” said Samantha Selby, managing director of Fancy-Me, “and we were able to really take our time looking round and talk to everyone there. The atmosphere was just really friendly!” Emma Angel, director of Angels Fancy Dress was similarly pleased, saying that: “We are pleased to say that the Angels Open Days were a great success. Fancy dress retailers travelled from across the UK to visit the event and the exhibition proved extremely popular with the visitors. We would like to thank all who contributed to the event, we hope you enjoyed it as much as we did!” The success of this inaugural back-to-basics show - which was compared by many to the ‘old party show days’ - will be interesting to follow, as there are already tentative plans in place for next year’s event. Maybe there’s more to this retail business than just buying and selling after all. Staying with the subject of friendship and loyalty, it is with great sadness that we received the news that Pam’s of Gainsborough will be ceasing trading in the very near future, following an impressive 30 years in the party business. We’ve bought you the full story on page 9, but for our part, we’d like to say a very heartfelt goodbye to Carolyn, Carl and the rest of the Pam’s team. It’s been a pleasure working with you all and we wish you the very best for the future. PPE understands that interest has been shown in the trading premises owned by the firm, and potentially some of the sub-brands, though any potential acquisitions will not include the Pam’s brand. All change! Until next time... Jacqui Parr – Editor @Prog_Party_Eu
Rob Willis – Publishing Director
MARCH/APRIL 2017 PROGRESSIVE PARTY EUROPE
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Eternal Rose
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NEWS PAGE
NEWS UPDATE Clintons Looking To Expand On Party
Pam's Closing Down Sale
Greeting card specialist retail chain Clintons, which trades from 400 stores, has ramped up its party-offering as part of its development plans. As part of Clintons’ ongoing portfolio review, as well as its two standalone Party Delights stores, one in Romford and another in Manchester, the retail chain is also adding party ‘shop-in-shops’ within other selected stores. The Party Delights stores carry a whole range of party accessories, fancy dress and balloons. Specialist party shop-in-shops have been installed within two other Clinton stores – Denton and Glasgow Fort and more are expected to follow.
Clintons’ vice president of e-commerce and marketing Tim Fairs, told Retail Week the first two Party Delights stores were 'trading very well' and said the retailer would be looking at other sites later in the year. “The beauty of that format is we get a massive lift on party sales and a massive halo in terms of driving customers into buying greeting cards, gifts and wrap at the same time,” he said, adding that; “Not many people
Pam's Bids Farewell To Party After celebrating 30 years of business in 2016, Pam's of Gainsborough made the shock announcement that it would be closing its doors for the final time this year. In a statement which sent shockwaves around the industry, Carolyn Lyden, director of the party wholesaler, explained that 'the company will cease trading at the end of May 2017'. Talking exclusively to PPE, Carolyn made the following statement to the industry: “Well, what can I say, so much has happened since we started Pam's in October 1986. This decision was a very difficult one to make, but I am sure that it is the right thing to do. We have the most wonderful staff at Pam's and it was our regard for them that made this such a hard decision to finally take. We would not have achieved as much if it were not for their skill and dedication over the years. These attributes are the very thing that will ensure they are successful in whatever they do next. The messages of support we have received from customers, suppliers and the trade press has been quite overwhelming and very gratifying for all the staff at Pam's. We would like to take this opportunity to genuinely thank each and every one of you for your kind thoughts. It has really helped during this time. There have been many changes
to the party industry over the 30 years we have been in business. I think we had the best of it, and what we will take away with us the most is the life-long friendships we have made along the way. We are blessed to have countless happy memories, too many to mention here, but Jan Steel and the early party show parties certainly rank up there. Boozy nights with Angela and Chris from Surprise Novelty, tequila shots with the Bater boys and the Pam's staff outing to Paris were also memorable. John and I are looking forward to new adventures and we hope that we will have the opportunity to reminisce with you over a glass of wine in the coming years. In true Pam's style we are signing out with a big staff party later in the year to celebrate what has been a truly remarkable 30 years. Best Wishes, Carolyn x” Below: Pam's director Carolyn Lyden and sales director Carl Taylor have been familiar faces in the party industry.
do party well on the high street. “The supermarkets take a decent amount of share, but in terms of a specialist dedicated party retailer, it’s a massive opportunity for us.” The venture has been undertaken in partnership with Amscan and aims to position Clintons as an expert in the party market. Above: Clintons' Party Delights stores as well as the store-within-store party concepts help to position the greetings retailer as a serious party player.
“On a personal level, I am really sad to see Pam’s closing. They have operated to a highly professional standard for as long as I have known them and it is a shame that the evolution of the industry has led to them deciding to close.” Chris Isitt, vice president, EMEA & Australia, Rubie's Masquerade
“It was with great sadness that we learned of Pam's closure. As one of the original pioneers of online party and costume supplies, the company has been a major force in our great business – they were a dedicated and loyal partner, and they will be sorely missed within our industry! We feel extremely privileged to have worked with Pam's over the decades, and would like to take this opportunity to thank Carolyn for her business, and wish her and her team all of the very best wishes for the future.” Jim Cairns, vice president, Unique Party
“Pam's have been an important customer, friend and source of mutual information for all the 30 years of their business. It was with great sadness that we learnt of their forthcoming closure at the end of May. We have enjoyed some hilarious late evenings at many trade shows at various venues.”
While the party wholesaler is still taking orders and supplying from stock through the close down period, ultimately all stock must go! “Our sales team will do everything possible to assist you in securing alternative sources of supply when that becomes necessary,” explained Carolyn. For more information customers can visit www.pams.co.uk or speak to the sales team on 01427 610011.
HIA Confirms Halloween Focus For 2017 One of the primary reasons for the Halloween Industry Association's acquisition of the H&P Expo back in 2014 was so that the proceeds of the show could be invested back into the Halloween and costume industry. As part of this ongoing initiative, the HIA has decided to focus on two key marketing and promotional efforts in the next year: ■ Celebration of Halloween (including trick-or-treating) on the last Saturday of October, and ■ Digital/social media promotion of Halloween for 2017. The initiative – which marks the first time the association has embarked upon a large-scale marketing and promotion initiative – is scheduled to launch late spring and will involve the entire industry, including manufacturers, retailers, media and other partners. For more information, please visit www.hiaonline.org
Iron (Irish) Man! The team at Morphsuits are big fans of Tony Stark and were extremely excited on St Patrick’s Day, when the great Robert Downey Jr tweeted a photo of himself rocking a Shamrock Morphsuit! Below: Robert Downey Jr enjoying the craic.
Chris Bater, managing director, Bristol Novelty
MARCH/APRIL 2017 PROGRESSIVE PARTY EUROPE
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PARTY NEWS
Amazon Steps Up In Fight Against Fakes In a move that will be welcomed by those producing licensed party products, e-commerce giant Amazon has confirmed that it is expanding its anticounterfeiting programme, bringing in new measures to allow rights holders to register their logos and intellectual property to help the online retailer remove fake listings. The move follows recent criticism over an alleged increase in fakes and copycat products
sold by third parties via the online marketplace in the last 12 months, something which has affected the party and costume market for some time now. The proposed brand registry will create a database of logos and IP – including registered trademarks – allowing Amazon to remove listings and suspend seller accounts when counterfeits are found. Reflecting on the problem of counterfeiting when announcing the initiative,
Roadshow Success For the seventh year in a row, Smiffys brought its new lines to customers across the country. The Smiffys Roadshow has changed dramatically since it first began, initially just simple rails of items it now offers full professional displays. Taking place at the beginning of each year, the 2017 show saw the company visit Weston-Super-Mare, Gatwick, Dublin and Manchester as well as the Gainsborough showroom. Smiffys first decided to embark upon the roadshows as they allow the dedicated team to talk on a personal level to customers while they interact with the products and provide on the spot feedback. According to a Smiffys spokesperson, the 2017 roadshows proved to be the most successful yet and the team aims to make the 2018 shows even better.
Jokers Takeover PPE understands that Abscissa.com, which owns online retailer Joke.co.uk and wholesaler Fancy Dress Warehouse has agreed terms to sell its business to Angels. The final terms of the deal are said to be completed this month, and PPE hopes to bring a full report in the May/June issue.
FACE Success The annual FACE (International Face Painting Association) conference and Wham! Bam Jam was held in Kent over the first weekend in March. The fabulous gathering saw over 70 face painters, artists and creatives come together from all over the country for two days of nonstop competitions, fun challenges, demonstrations, chatting and – of course! – partying. Juliet Eve was 'thrilled and proud' to be named the 2017 Face Painter of the Year after accruing the most points across the three competitions: by post, the live 20-minute and the live five-minute.
Amazon Marketplace’s vice president Peter Faricy said: “I don't think it's the kind of thing where you ever feel like there's a clear ending, it's a journey.” See page 21 for PPE's indepth article on counterfeits and copycats. Above: Amazon hopes to make life as difficult as possible for the fakes.
Morrisons Makes Party Moves Supermarket giant Morrisons has launched a store in Colindale with a one-stopshop party zone. The new Morrisons on Edgware Road was opened in early March and is the first in the country to offer a range of new family-friendly features including a cafe and free wifi. Peppa Pig welcomed shoppers into the new dedicated Party Zone, a one-stop party food and accessory section to suit all occasions.
Inset: A fitting trophy for the Halloween Supplier of the Year.
Boland Strikes Gold At this year's Spring Fair, the Boland Party team was named ‘Halloween Supplier of the Year’ by department store Party HQ. “Boland were thrilled and delighted to receive this award from Party HQ, especially as we are relative newcomers to the UK market,” said UK agent Mark Brett. “While we like to think we serve all customers in a friendly, efficient and effective manner, it is really nice when one of them turns round and says ‘yes you did and better than any other supplier’. Party HQ are relatively new to our market but have been in the high street retail market for many years. When an award comes from such a professional organisation it adds extra glitter to such a super trophy.”
Taking The Q Tour
Above: Morrisons’ dedicated party zone.
Mustaches Moves Online Fabulous false facial hair supplier Mustaches has launched the definitive e-shop for great fake moustaches and beards at www.mustaches.eu “Our new site makes it even easier to search and place orders from more than 300 original hair pieces to adorn upper lips (of course!) as well as chins, jaws and brows,” said ceo Tomas Siuipys. Trade customers who register can order straight away for free delivery in continental Europe and the UK. The minimum order size is 200 euros/GBP. The site is fully mobile and tablet-friendly and will operate across both trade and consumer platforms.
Global Ghouls Taking place in New York at the beginning of December, the International Halloween Show will once again be offering buyers a sneak peak at next year’s Halloween selection. Held over four days, from Monday 5 December to Thursday 8 December, the show takes place across two locations within a short walk of each other – The Halloween Tower at 1115 Broadway, and 230 Fifth Avenue. For more information or to register, please visit www.hiaonline.org
The first ever Qualatex World Tour will be taking place in 2017 to celebrate 100 years of business. With an emphasis on taking education direct to clients, the team will be making 64 stops during the tour, 14 of which will be in Europe. Dates in the coming months include; UK (May 9), Ireland (June 6), Germany (June 17) and Poland (June 20). Action-packed classes and workshops will be full of valuable designs, techniques and competitions, with the mystery box competition a particular highlight. Entrants must create a sculpture or piece of décor in 30 minutes, with no prior knowledge of what materials they will be given. The winner from each regional event will go forward to compete for the worldwide championship – and the ultimate champion will receive a free entry to compete at WBC 2018. There is no entry fee for the Mystery Box Competition, but there are only ten entries per location, so interested parties should sign up as soon as possible at qualatex.com/world-tour Above: The Q Tour will be running throughout the whole of 2017.
MARCH/APRIL 2017 PROGRESSIVE PARTY EUROPE
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PARTY NEWS
Balloon Ban Call Continues
The Marine Conservation Society (MCS) has called on local councils to ban balloon releases following a 50% rise in beach litter.
The MCS is asking the public to pledge their support for a total nationwide ban after volunteers found a significant increase in the amount of balloon litter on UK
beaches between 2015 and 2016. During the MCS Great British Beach Clean event last September, volunteer beach cleaners found a rise in the amount of balloon-related litter on UK beaches – a 53.5% increase on 2015. The charity says it is taking its ‘Don’t Let Go’ campaign to a local level to persuade more councils to ban the release of both balloons and sky lanterns on their land. “There’s an awful lot of confusion over balloons, Balloon releases are especially what they’re made coming under fire. of and how they break down,” said Emma Cunningham is
Training Days In addition to the ongoing calendar of balloon design and décor classes run by NABAS (the balloon and party professionals association), a social media workshop will be taking place on Monday 3 April. The course, held at Capel Manor College, will help party professionals understand how
to ensure your business is seen by your target audience via social media and online marketing platforms. Other upcoming courses include a number of beginner and intermediate level classes throughout April, May and June. For more information, visit www.nabas.co.uk/training
New Party Places It's looking up on the UK's high street for party retailers as a number of new stores open their doors for the first time. Making the move from online to traditional retailing is Fancy Dress Castle, the brainchild of Chris Mee, who has been running the e-commerce company for the past five years. Based in Watford town centre, the fancy dress and party shop is set to launch at the end of April and will be split into three sections: one for Disney-themed fancy dress, another for balloons and party paraphernalia, and the final one for general fancy dress gear. Also making waves in the retail
world is a new party shop which has just launched at Chelmsford's Mace Playce soft play centre. The store, which offers balloons, banners and themed partyware opened in February, and aims to make life easier for Mace Playce's customers. “We already do children's parties,” explained manager Russ Mace, “so it seemed natural to expand the products and services we offer into party supplies. The shop will make life much easier as they can ring ahead or order their supplies on Facebook and we'll have everything ready and waiting for them when they come in for their child's party.”
New (Hairy) Faces Halloween and party expert Palmer Agencies has taken on Miguel Martínez as the new sales agent for Spain. “We are delighted to have Miguel as a key part of our Spanish market development,” said Sergio Battaner, sales and marketing director. “He knows customers up and down the country and knows our products like the Above: Miguel Martínez getting back of his hand.” into the party spirit. Miguel, who has a great deal of experience in the trade, said: “Representing a company like Palmers in Spain is a huge honour and responsibility. Their experience is second to none and their products are leading the way in an up and coming Halloween scene in the Spanish market.”
the MCS pollution campaigns officer. “Some people believe that because latex is natural, balloons made of it are harmless once let go. This just isn’t the case. Latex may last for up to four years in the marine environment.” The MSC has also stated that its latest research shows that only around 13% of balloons burst into small pieces in the atmosphere, while more than 80% come down intact. “This could explain the rise in balloon litter levels we have seen on beaches, which will have a great impact on wildlife,” Emma added. More than 50 councils and local authorities have already agreed to a voluntary ban on balloon and lantern releases on their land.
PG Live 2017 Grows Space
Above: With over 280 exhibitors in total, PG Live is famed for its great energy, artistic vibe and friendly atmosphere.
High demand for the everpopular Springboard section at PG Live has been further extended for the 2017 event, as show organisers Max Exhibitions announce that visitors will now have access to 30 additional exciting new publishers and artists – taking the total number of exhibitors to over 280. Thousands of original designs, exciting launches and exclusive show deals will be on offer at the UK’s only specialist greeting card show, with a packed exhibitor list featuring publishers, designers and
suppliers from right around the globe. High margins make cards a profitable area of diversification for many party retailers, while a number of party suppliers also attend the show, including Pioneer Europe, Mask-arade and Gemma International. “For the third year running, demand for space in the Springboard section of PG Live has outstripped supply,” said Warren Lomax, joint show director, “we're so excited to be adding even more fantastic publishers to our portfolio.” The two-day event takes place from Tuesday 6 June to Wednesday 7 June. For more information, or to register, please visit www. progressivegreetingslive.com
Smiffys Party company Smiffys has opened a new warehouse in Kempen, Germany, which ships direct to 15 countries in Europe, with more to follow. With improved delivery times and same day dispatch before midday, this is an exciting development for all Smiffys' European customers.
On Yer Bike Making the commitment to being in the saddle for 100 miles to raise money is Mark Brett, UK agent for Boland Party. He'll be riding in the Prudential London 100 2017 for Macmillan Cancer Support.
“It is a charity that many of us experience via personal, family or close friends and they are an extraordinary bunch of people,” said Mark. To pledge your support visit www.justgiving.com/ fundraising/Mark-Brett4
MARCH/APRIL 2017 PROGRESSIVE PARTY EUROPE
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PARTY NEWS
The H&P Report Feedback from this year's Halloween & Party Expo in New Orleans indicated strong buying activity for the upcoming year, from both domestic and international buyers. “Our exhibitors reported strong pockets of buying activity during the show, with many opening new accounts,” said Mike Carlucci, Urban Expositions senior vice president of specialty shows. Held from 14-17 January 2017, the show saw over 350 exhibitors showing new lines for year-round costuming, party and celebration. Special networking events and education sessions were also popular with buyers and retailers looking to grow their business. The newest event experience, the Haunted Trends Runway and Lounge, played host to 16 live fashion shows and a number of product demos. Buyers also cast their votes for the Featured Product Showcases throughout the show, with first-time exhibitor Horronaments taking first place. “I was thrilled to be voted the best product at Halloween & Party Expo,” said Jim Burns of Horrornaments. “The Halloween industry is a new segment for my business, and the feedback from buyers and the number of new accounts we opened made
Twas the night before Book Day and most of our trade Was from people whose Amazon stuff was delayed. Our character costumes were hung up with care In the hope that the Tesco stock wouldn't compare. Without much concern for mums' blood, sweat and tears Teachers set the bar high, with stupid ideas. They sent the notes home - "It's non-uniform day, So all dress as Where's Wally. If not, you must pay." As always, some children were over-indulged By parents who didn't know what was involved. With no concept of copyright licencing fees They expected the moon for the price of stale cheese. "My daughter who's six needs a Slytherin cloak But you've only got Gryffindor??? Surely, a joke?" "You don't have Minerva McGonagall either? But I've seen them on Ebay - they're only a fiver!" "The Chewbacca costume I got through the post Is very thick fur - my poor kid'll roast." We suggest Robin Hood, and then Peter Pan "Nope, never heard of them. Got Iron Man?"
Above: The Haunted Trends runway was a major attraction.
our first show a success. We will definitely be back in 2018.” Next year's show will be taking place at the Ernest N. Morial Convention Centre in New Orleans, from 12 – 15 January. See halloweenpartyexpo.com for more information.
Party Emporium Moves Home
New Look Lines! This fab new costume packaging from Widmann will make it easier for retailers to merchandise the new stock instore. With a compact design ideal for hanging displays and great new photography, the packaging will now be available across all new stock and new lines.
An Ode To Book Day
Above: Widmann's new look.
New Stuff! The long-awaited catalogue from Palmer Agencies is out now. The latest brochure from the party supplier compiles the latest must-have products across Halloween, carnival and other party occasions, with 264 pages of top products, unique designs and exclusives merchandise helping retailers make the most of current trading conditions.
Creative Party Extends Team Partyware and balloon company Creative Party has welcomed Courtney Johnston to the team as the new product and marketing assistant. “We are confident that Courtney will excel within the company and we are excited to have her as part of the team,” said design and marketing manager Holly Forder. “ She will play a vital role in our marketing team.” Above: Courtney Johnston joins Creative Party.
Long-established party retailer Sukie’s Party Emporium will be moving premises, following the retirement of co-founder and current owner Christine Bradshaw. The business will be living on as two separate outlets – Sukie’s Boutique, a balloon and children’s party business run by Vikki Norton and Sukie’s Party Emporium, run by Donna Youngs. Both will be based at Stamford Corn Exchange Theatre’s retail arcade. “Running Sukie’s has been great fun, but after 20 years I felt like letting someone else take over,” said Christine. “Donna has worked with me since 2005 and Vikki since 2011 and they are both great at what they do.” Christine opened the first Sukie’s shop in St Leonard’s Street and upsized the business a number of times before settling on the current home in North Street in 2013. Sukie’s Boutique and Sukie’s Party Emporium are already open while the store in North Street will remain open until the end of May, selling end of line and clearance stock.
Previous Book Days have been quite terrific But this year's demands have been far too specific. Most parents have told us they feel under pressure When reading with kids is meant to be pleasure. This dressing-up trend gives us serious doubt As to what National Book Week is really about. Dress up, by all means, but don't stamp and pout Enjoy what you're reading - that's what it's about! We'd ordered with care and fulfilled most requests And finished with only a small stock excess A few BFGs and and a spare Charlie Bucket But for Book Day next year we're inclined to say... that we might shut the shop and go to Whitby for the week instead.
Bulk Balloon Boost The latest release from Premium is good news for balloon decorators looking for a faster way to fill large numbers of balloons, as the newlyAbove: The Cool Aire 4 can be used by released Cool Aire 4 is able to inflate up more than one person at a time, making it perfect for competitions. to four balloons at once. Ideal for competitions, balloon drops and corporate work, the innovative inflator has been specifically designed for the mass inflation of latex balloons. “During the work in the competition at 17th Moscow Balloon Festival we were one of the lucky ones to first try the new Cool Aire 4 from Premium Balloon Accessories," said Natalya Shalneva, captain of Team 'Next'. "The Cool Aire 4 allows for mass inflation of a huge quantity of balloons. This excellent technique significantly facilitated our work, and allowed us to work easily and quickly even though we used round balloons and modelling balloons of different sizes, as well as the double-stuffing technique. It certainly made our work easier and more pleasurable and is perfectly suited for professional balloon work.” The Cool Aire 4 has three speed settings and has been CE-approved for Europe and UK, with pending EPCS approvals for Australia. It is exclusively distributed in the UK by Pioneer Europe. MARCH/APRIL 2017 PROGRESSIVE PARTY EUROPE
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Sweet Success
These new emoticon-themed balloons from Pioneer are ideal for Graduation season as well as for celebrating other occasions all year round – from driving test passes to opening-night celebrations. The 18” #Done! and 35” Thumbs Up! microfoil balloons are a great way to celebrate successes.
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Furry Faces
It’s almost Easter and spring is just around the corner, so what better way to celebrate than with Bristol Novelty’s latest offering from Forum Novelties! These realistic fur animal masks are perfect to kick off the new lines from spring 2017 and are set to be a big hit, with the bunny mask leading the charge!
What’s New?
New products don’t come much better than this...
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InCharacter’s baby range will become even cuter this summer with three new baby costumes, including the Baby Bruiser boxer costume, Astronaut Tot, and the Sergeant Duty soldier costume. The three adorable costumes can be used for a number of themes and so are a brilliant edition to the collection.
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New ‘Woof’ and ‘Meow’ 16” balloon kits from Northstar Balloons are perfect for celebrating all your furry friends’ birthdays! Identified by the trend-spotters in the design team as a fabulous niche occasion, the balloon expert has added these to its kit collection. They really are the cat’s whiskers – or the dog’s....
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Hair-Raising Styles
Amscan has expanded the offering of wigs in its fancy dress collection and now has over 35 new styles in the range. Options include decades themes – ranging from a Victory Curls wig to Glam Rock wig – through to futuristic, fantasythemed wigs and much more.
Pet Perfect
Lip Service
Mask expert Mask-arade has added a range of four ‘Big Mouth’ masks to its portfolio, ranging from beautiful lips to more graphic gobs! Four Mexicaninspired Day of the Dead character face masks have also been introduced, and the striking ‘Dia de Los Muertos’ designs are aimed at both Carnival and Halloween celebrations.
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■S hake It! French party product distributor Jadeo France has just launched a new product under official licence: the famous little round Orangina bottle. The only company worldwide to manufacture and sell this new fancy dress line, the one size fits most product – officially licensed by Schweppes – is available now. Shake it to wake it!
■ (Heavy) Metal Mask Bought to the UK and Ireland by Palmer Agencies, Trick or Treat Studios has created this amazing latex mask, featuring Iron Maiden’s mascot, Eddie. Every detail of Eddie is captured in this amazing latex mask, based on the album cover of Iron Maiden’s second album, Killers.
■E legant Elena Disney’s Elena of Avalor is an animated television series has already gained popularity among young fans. Wasting no time, Qualatex has introduced a new collection of Elena of Avalor balloons that includes a Bubble balloon and a matching latex assortment. Partyware is also available, including table cover, plates, cups, napkins, party bags and invitations.
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■H ug Time Gemma International has recently added Care Bears to its portfolio of licensed greetings cards, gift packaging and partyware. Celebrating their 35th anniversary, 2017 is the ‘year of the hug’ for the colourful Care Bears, who are proving popular across the board. The new party range from Gemma is sure to be a big hit, with a fun theme of rainbows and stars.
■ I t’s Morphin Time! Our new range of Power Rangers Morphsuits from the massive new movie will make your customers look like they jumped right off the screen. These are the most detailed designs ever. The suits come in red, blue, and black, the best-selling colours for Power Rangers Morphsuits. With the support of the movie these are expected to sell well throughout the summer and Halloween seasons.
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Never one to miss out on the action, Amscan has added this brand new Pikachu AirWalker balloon to its alreadypopular collection of Pokémon-themed partyware, décor, party bag fillers and – of course – balloons, both latex and foil. Catch it while you can! Product is ready to order now.
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Industry Issue: Copycats and Counterfeits
Inset: The counterfeit market has been around for a long time, but fakes are much easier to spot offline.
The
IMITATION ame
I
t may be true that there’s no such thing as a new idea, but there is a very definite line between inspiration and imitation. The former occurs naturally as part of an ever-evolving industry following the same trends and fashions while the latter is an illegal practice which uses sub-standard product, misleads consumers and ultimately devalues the whole market. There is, after all, a significant difference between two suppliers identifying the steampunk trend and producing similar top hats and the situation the party market is currently seeing; where a brand’s imagery, logos and packaging are being directly used to illegally advertise poor quality, counterfeit goods. However, spotting counterfeit product is not always easy – and it’s even harder
IP Protection “We take the threat of online infringement of our IP rights extremely seriously as it represents a direct attack on our business, our brand and that of our valued customers. Our legal team works diligently to pursue offline and online infringers of our IP, particularly on online third party platforms. We have taken various civil and criminal actions to protect our rights and as a result, we have seen a reduction in non-genuine Smiffys listings. Since October 2015, when we recruited our legal team, we have removed 1,000s of infringements and recovered costs and damages. We will continue to pursue infringers of our intellectual property as long as the issue exists.” Sam Lucas, in-house counsel and head of IP enforcement, Smiffys
G
Above and left: An example of a counterfeit Mustaches product – right packaging, wrong moustache!
for the consumer, who doesn’t know what they’re looking for and are likely to filter their purchases by cost. So what are suppliers doing to fight back? Mike O’Connell is head of IP and antipiracy at Rubie’s Masquarade, and has been looking at the current situation in some detail. “Counterfeit is hurting our entire industry sector, whether you’re a retailer or distributor – the scale of the problem is now rampant,” he said. “Cutbacks in Trading Standards teams nationally, coupled with the explosion of sales on marketplace websites has led to many vendors getting away with selling poor quality imported costumes that, more often than not, are counterfeit.” Mike points out that marketplace websites – such as Amazon and eBay – are following in the footsteps of physical markets and boot
The counterfeit and copycat products which can be seen cropping up across the party market with worrying frequency are damaging the reputation of bona-fide suppliers and retailers alike. PPE investigates how the party industry is making a stand against IP theft. sales as the ideal place for counterfeiters to sell their product. However; with the assistance and support of multiple law enforcement agencies Rubie’s has carried out a number of raids, resulting in significant volumes of counterfeit product being seized. “IP theft is a criminal offence,” Mike stated. “We will aggressively and relentlessly pursue any infringement, seeking a criminal prosecution wherever possible.” Gary Vincent, business development mangager for Bristol Novelty agrees that the whole
The Value Of Ideas “We meet big companies that choose to use similar designs to ours and we have to take that as a compliment; even more so when our customers realise that it was our idea and continue using our product! I think as a true industry group we need to develop good production practices and make sure we take care of the value of ideas.” José A. Galvañ, export, Nines D’Onil industry has been affected by fake product being so readily available online. “Counterfeit listings have traditionally focused on trademark and copyright infringement but more recently substitute selling has become a bigger issue,” he explained. “This presents financial losses to established and reputable suppliers and damages brand value. Clearly this Left: Unique Party’s Umbrellaphants (pic is of genuine product!) have been the subject of some Amazon-based copycats.
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Industry Issue: Copycats and Counterfeits
Inset: As an online marketplace, Amazon is beginning to crack down on its counterfeit sellers.
Amazon Fights Back With hundreds of millions of products for sale online, it’s no surprise that Amazon is plagued by everything from phony fancy dress to knock-off iPhone chargers. The company is now going on the offensive, and filed its first-ever lawsuits against counterfeit sellers towards the end of 2016. Amazon has mostly escaped the criticism leveled at other online retailers (such as Chinese rival Alibaba) because of its investment in anti-counterfeiting technology. The online retailer claims that it has ‘zero tolerance for the sale of counterfeit items on our site’ and is working aggressively to remove fakes. can’t continue and measures have to be taken to protect the fancy dress industry. We are addressing this and developing a number of strategies to protect our customers and take the appropriate enforcement action, where necessary.” Intelligence-led operations, advanced anti-counterfeiting software and expert knowledge can help companies identify counterfeiters, but the problem can feel overwhelming, especially to smaller suppliers. “Overseas counterfeiters are being supplied with our official artworks, logos and barcodes by printers,” explained Henbrandt’s Bethany McCormack, “which makes it almost imposible to detect fakes in advance.” This poses huge issues for the company. “We can’t be sure that the Below: This Leg Avenue pirate image is being used to advertise a poorly-made Hai Cosplay costume – the picture on the right is what a consumer received.
counterfeit products meet the standards neccessary and we know that any failures reflect poorly on us. This causes us a lot of extra work and costs us a lot of money,” Bethany continued. “And the issue is on the rise, making it increasingly difficult for us to stop this from happening.” “Copycats and counterfeits are a huge problem,” agreed Mark Brett, Boland’s UK agent. “But part of the problem is that it is so big. While a number of the main suppliers are trying to stop it, I can’t help but feel this is akin to ‘blowing in the wind’. If the giant drinks companies, fashion houses, watch makers, pharmaceutical companies and even Apple can’t stop counterfeiters, what chance has this industry?” Mark has a valid point; just last year Apple discovered that 90% of Apple products being sold on Amazon were fake – despite being sold by Amazon directly (rather than a third-party marketplace seller). “Personally, I think resources would be better used in developing and changing product much quicker, more aggressive pricing, not giving such a good margin opportunity for the counterfeiter, improving efficiencies in the supply chain and of course discouraging counterfeiting at all levels,” said Mark. “It is very easy to say but ultimately as an industry we need to educate the consumer that there is no benefit to be had by buying fakes.” One company which is focusing on exactly that is moustache and beard maker Mustaches.eu. “Mustaches. eu has been the target of quite a few copycats and counterfeiters,” said ceo Tomas Siuipys. “Some are well-known companies, others are small players looking for some easy money. Cheekier ones go so far even as to use the photos of our illustrious model, Danielius Zalieckas, pasting pictures of their own cheap products on top! There was a German client who was really interested in our products, got a
lot of samples, and then used them to copy our moustache designs. Then there are the Chinese firms that have copied everything, including our packaging and logo...” Mustaches’ main trump cards in the fight against fakes are quality and constant innovation – things that can’t be replicated. “You can copy a nice moustache style or design, but the product will still be of poor quality if you skimp on production processes and materials,” added Tomas. “You’ll never get our quality with cheap Chinese copies just because of the price.” Being copied by cheap, low-quality suppliers is also a problem for Leg Avenue, as Joyce Mallow, marketing and communications, explained. “It’s always tricky because customers may think they’re buying a decent costume for less money, but the copies are nothing like the pictures they show. They have a terrible fit, are poorly finished and the unique details can’t be found. They look nothing like real Leg Avenue costumes and just leave customers disappointed.” Taking a more protectionist approach, Leg Avenue is becoming increasingly careful with showing its new collections. “We have to make sure copycats don’t have the time to copy the costume before the new collection launches,” explained Joyce.”We try our best to protect our brand, and that’s why we’ve recently made some drastic changes to our website – now only our official stockists can view our catalogue and new collections.” It’s clear then, that knock-off product erodes trade, devalues brands and defrauds the consumer. Policing the sale of counterfeit product might be both time-consuming and costly, but it is also essential if suppliers are to protect their consumers, their brand identity – and, ultimately, the entire party industry.
Zero Tolerance? “This is a massive issue for many suppliers at the moment as products are being copied exactly and made in China to a sub-standard quality. It’s affecting everyone; Alandra, Qualatex, Unique Party... Two of the main Amazon culprits – Wish List For You and Good Deals Online – have just been blocked on Amazon for copying Unique Party’s Umbrellaphants range, and a whole load of Glitz foil banners. Qualatex are chasing Aladdin’s Cave over a whole host of balloon copies. This is trashing our brand and many other brands and we are all losing sales. Amazon don’t want to know – we had cases closed and email chains terminated. They say there’s zero tolerance, but in our experience they’re not bothered.” Holly Forder, product and marketing manager at Creative Party
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Behind The Scenes
THE
JESTER
S SAY
Writing freely, from behind a magical cloak of confidentiality, The Jester draws on an entire lifetime of party experience to bring us controversial opinions, interesting viewpoints and all the latest industry gossip, fresh from the grapevine...
SHOW TIME 2017 RIGHT: Beard fairy lights are the new big thing for Christmas 2017. You heard it here first. BELOW: The Party Show at Spring Fair 2017.
“Y
ou know when you go to a ‘really great party’ and end up wishing you had just gone to the pub?Well that is not dissimilar to how I felt at this year’s Party Show. I remember not that many years ago, I would take two or three days to cover the show. This year I was in, out and away in under four hours. There is one fairly simple reason for this disappointment – the number of exhibitors and the stands themselves. Some exhibitors have decided that the party area is not for them and have moved to the toy hall, while those that were left did not inspire the party ethos. We are meant to be a fun and entertaining industry. I know we are all businesses and here to make money, but in our hearts we are supposed to be party animals. If you take the average party shop owner and cut him in half we should find the word FUN all the way through, so why is it that trade shows are so boring? A few elements could spice things up – particularly if more suppliers showed their support to the show. We also need more companies to take part in the catwalk show and as well as balloon workshops, we need window
Below: Talking Tables’ Skeleton Crew collection for Halloween.
dressing classes, decoration making, face paint demonstrations and special effects make-up classes. Maybe the organisers could also reduce some of the cost to start-up or smaller suppliers, giving space for these between the larger majors. I usually find that the smaller independent companies have lots of new and exciting products to tempt us with. Remember that all the larger suppliers were small independents once upon a time! Although disappointed on the whole with this year’s show, there were a few things that attracted my attention. Down in Hall 5, I was instantly drawn to Dr Zigs Bubbles. As a child that never grew up, I’m a sucker for bubbles! Apac had a great range of paperware called Kaleidoscope which was well worth further investigation, while Tobar had a great idea with Silly Socks. With more people hosting Halloween and Christmas house parties, Halloween and party socks might just be the new party accessory. If I could only think of a major character from a children’s book who wore army fatigues then I’d be placing orders with a company called Kids Army Shop, which had a wonderful range of camouflage children’s dress up and accessories. In all honesty, I may stock some anyway. For window displays Hansa had an incredible moving dinosaur range – I especially liked the woolly mammoth, although I’m fairly sure
that I couldn’t afford one. On that note, the Knight Shop International had a great full suit of armour for only £500. It would look wonderful in-store and would make a fantastic window display – maybe I should go for it and encourage customers to take selfies and post them on our Facebook page! Other noticeable items included eye accessories from Primal, a range of 80s-inspired bum bags from PS Wholesale and one of the best Halloween paperware ranges I have seen for a long time from Talking Tables. One of the main reasons that I think trade shows should continue is that even with great reps, printed catalogues and all-singing, all-dancing websites you still spot a few things that you have somehow missed. At Unique Party, I noticed colour co-ordinated ice fountains, sparklers and push poppers, while Northstar’s air-filled balloon kits included Happy Birthday and Just Married, to name a few. A couple of other little things worth mentioning include Spike’s Sgt Peppers t-shirts for those who do not want to take the plunge into full costume and Diabolical Gift People’s beard fairy lights. Perfect for Christmas! The show itself wasn’t a completely wasted journey, they never are – but let’s hope next year’s show is better or it could very well be my last.” MARCH/APRIL 2017 PROGRESSIVE PARTY
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05/04/2017 11:56
Pioneer: Celebrating 100 Years
100 YEARS ofof
EXCELLENCE
Reaching a centenary is a landmark anniversary in anyone’s books and balloon expert Pioneer has been making sure that everyone knows about it! PPE was lucky enough to spend some time with Pioneer’s inspirational owners Ted A. and Betty Vlamis at this year’s Spring Fair, where we talked about education, social media and the importance of people.
I
f you’ve been in balloons for any length of time, the names Ted and Betty Vlamis – Pioneer’s long-time owners – will be familiar to you. The pair have been leading from the front since 1979, almost 38 years ago. “The company is celebrating its centenary,” laughed Betty. “We’re not!” Back then, Betty explained, the balloon market was very different to the one we know and love today. “The focus was mainly on carnival and custom print, so we knew we had to do something different if we were going to make a difference.” The pair went back to basics, looking at ways to improve upon Pioneer’s core
business rather than simply competing on prices. “Back then, balloons were really just seen as a child’s toy,” explained Betty. “It was when bouquets came along that we were able to start adding value to the product.” By helping people learn how to make bouquets and take the next step in their business, the balloon industry soon enjoyed a significant growth spurt. “Education has always been absolutely key to us,” Betty continued. “It’s where everything begins; every small business, every new idea – it all starts with a passion for learning and sharing knowledge.” “We were lucky enough to be working with lots of entrepreneurs,” Ted agreed, “and they were all so
passionate about finding creative new ways to do things. We introduced the Qualatex Balloon Network, which helped bring everyone together so they could all learn from one another and share ideas.” The network also developed an educational curriculum, which gives customers the assurance that balloon experts – as QBN members – have certain core skills and work to the requisite standards. “We teach design elements and how to work with colour, as well as the business essentials,” explained Ted. “These are so important – keeping on top of things like job costing can be the difference between a successful business and one which is struggling.”
Pioneer registers the name Qualatex
World’s largest manufacturer of dipped products
Willard, OH, USA
Pioneer Rubber Company incorporated
1917
Crude rubber taken off the market
1935
1942
Household and surgical glove production starts
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1944
Balloon production resumes
1960
1971 Sherwood Medical acqures Pioneer Rubber Company
1979
Pioneer enters foil market with acquisition of Satelite Manufacturing
1981
1983
Impress II introduced
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Pioneer: Celebrating 100 Years
“Our education strategy is simple really,” Betty interjected. “We show people how they can make money from our product!” Of course, the way businesses operate has changed a great deal in almost 40 years – what has been the most significant development in the way companies operate? “Social media,” said Betty, without missing a beat. “It’s an essential component today which didn’t even exist a few years ago. It’s a valuable tool and people need to know how to use it.” As well as being useful for social media and other forms of marketing, the internet has also created some challenges for local retailers and decorators. “It’s difficult,” Betty continued. “Retailers need to find a way to differentiate themselves. But it’s not all bad – there’s so much inspiration out there, with sites like Pintrest and Instagram. We need to learn how to work with it, as we do with any other tool; to turn it to our advantage.” As active and involved in the industry as ever, Ted and Betty still attend the bi-annual WBC conventions and never fail to be impressed with the talent on show.
Inset: Ted and Betty Vlamis with PPE’s Rob and Jacqui.
“Those competitions!” Betty exclaimed. “The creativity and imagination on display is just astounding. We never dreamed that people would be able to do the things with balloons that they do today. Who would have thought?” “We’re very passionate about what we do,” laughed Ted. “And that’s always been the way. Back in 1979, people said balloons were for kids. We changed that very quickly, saying that balloons are for the kids inside each of us. After all, you can’t say balloons without smiling! We have some amazing stories.” Betty interjected; “Balloons move people. Some of these stories will break your heart – Wichita, KS, USA the feelings, what
they stand for, can be so powerful and emotional. We think it is this emotion which permeates the industry and that’s why we’re all so passionate about it.” Positioning itself in this way, it’s clear why Pioneer refers to itself as the ‘social expressions business’ – balloons are being used as the vehicle to convey a feeling or emotion, sent from one person to another. This message is one which the pair are keen for retailers to really understand, pointing out that if you’re only in business to sell product then you’re missing a vital trick. “It feels like a simplistic way of saying it, but we don’t think of Pioneer as selling product,” Ted explained. “We are selling the whole package; a celebration, a smile, a party...” The common factor, the thread which runs through everything which is important to Pioneer is the people. Investing in people, believing in people, educating people – it’s what Pioneer is all about. “It’s not machinery which helps us grow,” said Betty. “It’s the people.” “We’re incredibly proud of the quality and the passion of the people we work with,” Ted agreed, gesturing at the Spring Fair stand. “Just look at what they’ve done! It’s magnificent!” ■
World Headquarters building in Wichita, KS opens
London, England
Pioneer Europe Established
Quick Link Balloons introduced Balloon Magic - The Magazine first published
QBN & CBA programs established
1989 Pioneer publishes first copy of Balloon Images magazine
1993
1994
1995
Qualatex Bubbles introduced
2007
First European Balloon Symposium in Amsterdam
Qualatex Balloon Boutique programmes initiated
2010 First World Balloon Convention
2012
Celebrating 100 years
2014
2017
Pioneer Europe launches party products
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CARNIVAL HALLOWEEN & PARTY
+44 (0) 28 9064 7119
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+44 (0) 28 9064 5655 palmeragencies.com @palmeragencies 04/04/2017 17:45
Angels’ Open Day
Each supplier has been given a regular office-sized room to use as they see fit. While many have used simple rails, a few – Bristol Novelty included – have bought along shelving units and other display materials to really maximise their space. “People expect us to cram product in,” laughed joint managing director, Chris Bater. “We don’t want to disappoint them!” In addition to its most popular lines, Bristol Novelty also bought along a range of product carefully chosen to give an idea of where the company’s focus will be over the next year. Steampunk accessories featured heavily, as did a number of highquality children’s Halloween costumes and other colourful accessories. “This has been great fun,” said Bristol Novelty’s Gary Vincent. “It’s an ideal opportunity for us to find out about what’s going on elsewhere in the industry and to let retailers know what we’re going to be focusing on for this year.” “We weren’t expecting this to be an order-placing show,” he added, “but we A series of open days recently held at Angels’ iconic have written some, which is a nice bonus!” Hendon premises offered something special, as the family Retailers were also pleased with the devoted to fancy dress looked to meet the needs of an opportunity to take a different approach. ever-developing industry. PPE went along to find out more. “I’ve found today really useful,” offered Sally Quigg, owner of Fun Warehouse e wanted to do something a Taking place from 12 – 14 March, in Bristol, who made the most of her bit different,” Emma Angel, Angels took the decision to open its trip down to the capital by visiting other director of Angels Fancy doors to specialist retail buyers, offering party stores while she was in the area. “I Dress, explained, outlining the reasons show-only deals alongside the fabulous was intrigued as to what the day would for holding the three-day event while opportunity to take a tour of the worldbring. I’ve been to Spring Fair and visited simultaneously welcoming retailers and famous Angels Costumes which supplies Smiffys’ roadshow already but I think it’s making sure exhibitors always worth getting out and about had everything they to see what’s going on. I have seen “We’ve had a fantastic couple of needed. “We knew we some great new product as well!” days and got some great new wanted to have an open “The beauty of this show is that contacts and accounts. It has been day to showcase the it’s something totally different,” said so well organised and everyone new lines from Rasta has been really helpful and friendly Sergio Battaner, marketing director Imposta, InCharacter at Palmer Agencies, who focused – it’s a great event to be part of.” and Tinsley Tattoos – we on showcasing a few select lines, Louisa Ford, sales manager just thought it would be primarily make-up and special fx sets, south, Fun Shack nice to open it up to a few masks and small props. “It’s small, other people as well.” focused, friendly and profitable – and costumes to the stars of has been beautifully organised. We are film, TV and theatre. very grateful to Emma and the Angel The 176-year-old parent team for putting this all together.” company is home to over “We’re really pleased with how the last eight miles of hanging few days have gone,” said Emma. “What’s costume and over one key to an event like this is that the retailers million items – it’s a are good, solid companies looking to stay costumier’s dream! ahead of the curve. Everyone here is an Keen to make the important part of the industry and that’s open days as relevant as been clear in the way suppliers and retailers Top right: Sergio Battaner shows off some possible, Emma invited a are all interacting. We’re all doing the same of Palmer Agencies’ key lines for 2017. number of other costume thing but that doesn’t have to mean we have Above: Muriel Keane shows off OppoSuits latest designs.Above right: Bristol Novelty’s suppliers along and Rubie’s to be in competition with each other!” Gary Vincent and Fun Warehouse’s Sally Masquerade, MorphCostumes, “We’d like to thank everyone who Quigg catch up. Right: Shark Attack! OppoSuits, Bristol Novelty, has come along, we’ve really enjoyed it,” Louisa with new lines from Fun Shack. Palmer Agencies and Fun Emma continued. “The response has Shack all came on board. been overwhelmingly positive, so we’ll “We’ve had quite a few potential new “We weren’t sure how the concept be looking to do this again next year.” customers and there has been a would work or how it would be As the way consumers use the party really positive response to what we received,” Emma continued. “But industry continues to change, the way have bought down. We are already everyone seems really pleased with it and suppliers, distributors and retailers looking forward to next year!” because we’re all alongside each other approach the market will have to Muriel Keane, international there’s lots of networking going on. change as well. Maybe this back-toaccounts manager, OppoSuits Lunchtime was particularly sociable!” basics approach is the way forward? Inset: Retailers who came along were treated to an exclusive behind-the-scenes tour of Angels Costumes.
Angels
“W
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Feedback: Trade Show Report
FEEDBACK THE TRADE SHOW TOUR
There are a number of different trade shows for party retailers to get their teeth stuck into in the first few weeks of the year; H&P Expo, Spielwarenmesse and Spring Fair. PPE spent time at them all – and here’s what you told us... “We have been coming to Spring Fair for the last 14 years. It’s definitely much better now – The Stage area is fantastic. We do tend to see the same people every year, it would be nice to see some new faces. I am here to place orders; I still need to find Talking Tables, Ginger Ray and Neviti. The trends this year are really pretty and artistic – people are definitely being inspired by Instagram and Pintrest, so we are looking for product that can help them recreate those looks in their own home.” EMMA CATTERSON owner, Party Party
Above: Party Party’s Emma Catterson was on the hunt for the latest trends.
“Nuremberg Toy Fair is still a new experience for Bristol Novelty although we are generating significant interest with our unique product range. The show was busier towards the end of the week, with steampunk doing particularly well, especially across the European market – presumably destined for Carnival season! Spring Fair on the other hand was a little subdued, with plenty of conversations around the lack of visitor numbers. After a very disappointing Halloween last year we had hoped to see some good old-fashioned British fighting spirit! Conversations around the validity of Hall 3 continue to rumble in the background as both suppliers and visitors weigh up the cost/benefit of attending in the future, only to be greeted by diminishing numbers across the board.” GARY VINCENT business development manager, Bristol Novelty
Inset: Models showed off the product on the Leg Avenue stand at Spielwarenmesse.
“Leg Avenue had an outstanding show at Spielwarenmesse, presenting our 2017-2018 costume collection. We welcomed lots of current and potential clients and gained lots of feedback to improve our brand and company. Feedback is something we’ve always cherished and a fair is the perfect place for it. We had a very successful fair and the new collection was very well received, that’s always a nice pat on the back.” JOYCE MALLO, marketing and communications, Leg Avenue “OppoSuits exhibited at the H&P Expo in New Orleans as well as Nuremberg. Both shows were strong for us and this was fuelled by the introduction of two brand-new categories, namely the OppoSuits womens and kids collection. Both existing and prospective customers came to see us in big numbers at both shows to look at the new categories and new styles.” JELLE VAN DER ZWET director, OppoSuits
“Nuremberg seemed to be very good this year and the footfall was definitely better than 2016. There seemed to be a stronger concentration of small to medium independents among the multiples and distributors this time. This is ideal for those exhibitors who can work with those businesses as we can.” STUART WHEELER account manager, Delights Direct
“Both Spring Fair and Spielwarenmesse were very good for Boland, partly because we put a great deal of effort into attracting visitors onto the stand. The Haunted House stand design was a great success, attracting customers both new and old. However, there was general concern about footfall in Hall 3. If the party sector is to survive then the show organisers need to generate much more business, both in terms of exhibitors and visitors. Spring Fair is a huge opportunity because of the broad retailer base of visitors – the party hall should be a destination! It needs a lot more marketing and focus.” Below: Boland’s Nuremberg team got into the sprit of the show. MARK BRETT UK agent, Boland
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Feedback: Trade Show Report
FEEDBACK C O N T I N U E D
“For us, Spielwarenmesse was an overwhelming success! We had the opportunity to meet many new, potential and existing customers and loved hearing about their successes and challenges over the past year. There was an extraordinary breadth of geographic coverage (Europe, Asia, Middle East, Africa and the Americas), as well as a diverse range of industry sectors (retail, wholesale, online, traditional store, large-scale supermarkets, etc). Nuremberg was a great showcase for our industry!” CHARLES DULLES head of export sales, Widmann “Spring Fair is always an important show for us. We launch our new catalogue and new programmes for the year ahead, catch up with our existing customers and meet new ones. The stand had a lot of talking points – the window displays were fab and our Education Centre was always busy. This was our first Spring Fair since being awarded the distribution rights for Procos’ licensed partyware and we showcased the full range, with table displays featuring both partyware and balloons. The feedback we received from customers was tremendous!” ANNA HICKMAN marketing communications manger, Pioneer Europe Below: Pioneer Europe’s Spring Fair stand was bigger than ever before.
“I’m only at Spring Fair for one day, but really that’s all we need. I won’t necessarily be placing orders, but it’s good to catch up and see what’s going on in the marketplace. It’s always much nicer doing business face-to-face, and people here are genuinely interested in your business and how they can help you grow. We had a fantastic year in 2016, as we moved into physical retail, which is going really well. We also focused our online attentions on the international market – carnival was incredible, especially superhero costumes!” SAMANTHA SELBY managing director, Fancy-me.co.uk Right: Fancy-me.co.uk’s Samantha Selby was busy taking stock of the latest lines.
“The Spring Fair is a perfect platform to meet our existing and new customers alike and show the latest new product ranges. This year did not disappoint with many very positive comments about our expanding UK-made balloon range. Generally attendance appeared to be the same as last year but with a real enthusiasm for new products and designs.” NICK TURNER, product design, Oaktree UK
Above: I.T.I’s UK sales representative Derrick Messent with Mayra Fernandez, Globos Payaso’s European sales manager.
“I.T.I. (UK) had an excellent Birmingham Spring Fair 2017 with more visitors than previously, after 30 years of attending this particular event. Visitors were attracted by our stylish new stand which was bigger and better than last year, with lots of new and interesting products making it really worthwhile for customers. Concerns were raised about the declining numbers attending the show in both terms of fellow exhibitors and the amount of visitors, with some discussion about moving away from the party section for 2018.” DERRICK MESSENT (I.T.I UK sales representative) WITH MAYRA FERNANDEZ (European sales manager for Globos Payaso)
“The 2017 Toy Fair at Nuremburg was very positive for Fun Shack, with lots of interest and lots of follow ups. The attendance was up on last year and we had visitors on our stand from across Europe and beyond, looking at a mixture of seasonal, every day and comical costumes as well as masks which are always popular with European customers. It has definitely become an important part of Fun Shack’s calendar.” ALICE KNIGHT sales and marketing, Fun Shack Above: Fun Shack’s stand at Spielwarenmesse.
“H&P has once again been a really worthwhile trip for both my colleagues and myself. We’ve placed a large number of orders with new and existing suppliers and enjoyed listening to the conferences to see how retail is shaping up this side of the water.” PENDRA MAISURIA owner, Escapade, London Right: Escapade’s Pendra Maisuria makes the US trip each year.
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Pioneer® Europe Ltd. now official distributor of Procos Partyware for England, Scotland and Wales.
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Featuring
Balloons
04/04/2017 17:45
BAPIA
THE
BAPIA
ST BOO
John Bowler has been part of the party industry for more years than he cares to remember! John currently runs the Balloon And Party Industry Alliance (or BAPIA) and can be contacted on info@bapiaonline.com
BACK TO SCHOOL One of the most exciting things about being part of a creative industry is that there is always something new to learn. In his latest column John Bowler extolls the virtues of the not-so-humble training course....
“I
have just completed a short tour of the UK, with international instructor Colin Stewart, of Stewarts Baskets & Balloons in Canada. Colin taught three classes in Glasgow, the West Midlands and North London and it was great to see so many people excited to learn his techniques and listen to his business hints and tips. It is important for any business to invest in training its key team members, whether a small independent or a multinational corporation. Training and education ensures that you and your business are up-to-date and in touch with trends, techniques, designs and new products. It is almost possible to see the inspiration and enthusiasm building in people as they learn new things during the classes and then leave with a big smile on their faces, desperate to get back to work and try out what they have learnt. One of the most popular current design trends is the ‘organic’ style which I personally feel can look very stylish when done well, but which also has the potential to not look so good. Training is not just about learning how to create a new design, it is really all about fully understanding the elements and principles of design – rather than simply throwing lots of different balloon sizes and colours together and hoping they work! It is similarly important, and as inspiring and motivational, that balloon experts are also up-to-date with business trends, sales and marketing techniques and new business products. Just as creating new designs using the latest trends and techniques can improve the success of your business, the very same can be said of using the latest sales and marketing techniques. A combination of design creativity plus business acumen has to be the ultimate for those of us in the balloon and party industry. With technology and social media moving forward so quickly and being at the cutting edge of sales and marketing it
is important that we keep our businesses fully up-to-date with what is happening and understand how we can make the most of these opportunities – especially as they are a medium that we can all access and use, very economically. We are very fortunate in our industry that many training opportunities are
Above top: Colin Stewart has recently toured the UK, sharing his tips and tricks. Above: BMTV is a popular YouTube channel from Balloon Market, and over 5,000 people subscribe to the weekly balloon décor videos.
supported, and indeed subsidised, by manufacturers, distributors and other organisations. I don’t know if you are aware that the average cost of training in many other industries is far greater than it is for
us in the balloon and party industry. A oneday class from a good instructor can really make a difference to your business and can be a truly great motivator for yourself and your staff. This sort of investment will pay dividends in a short space of time. With the advancement of technology we are now seeing webinars being used more as a training medium and this is, I believe, going to become an even greater trend in our industry as they move towards a more hands-on style, allowing delegates to ‘build along’ with the instructor. The hands-on part of any training session is key to remembering how you did it and retaining the ability to use it in your business. Personally, in our industry I think conventions are the all-encompassing training and education opportunity, as they allow delegates to attend a number of classes covering a wide range of topics, whether they are design-led or business-focused. Conventions also open up opportunities for real hands-on involvement with décor for parties and they also open up fantastic networking opportunities. I know many people who have seen their businesses excel as a result of attending a well-organised convention. Invest in your business and your team and that investment will pay dividends. Good luck!”
What Is BAPIA? The Balloon And Party Industry Alliance, or BAPIA as it’s more commonly known, is designed to work for the party industry to promote the benefits of using industry professionals and to bring significant benefits to our members. BAPIA is a member of the European Balloon and Party Council (EBPC) and keeps members updated on the latest news, including the most recent initiative – the Code Of Best Practice for balloon retailers and professionals. You can read more about this in BAPIA’s latest quarterly newsletter. Mailed directly to members, John is happy to send a copy of the latest edition to interested parties – simply email him at info@bapiaonline.com.
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Retail Report
Sweden’s Party
Roya l ty
H
ailed as one of the most progressive and happy countries in Europe, the Swedish way of life is currently being acclaimed as a lifestyle trend across the rest of the world. But the Scandanavian concepts of hygge (meaning coziness) and lagom (meaning ‘just enough’) are just the most recent exports from a country which is as famous for ABBA, IKEA and meatballs as it for its family-friendly childcare policy. With a national emphasis on having fun and not taking themselves too seriously, it’s no real surprise that Swedes have fully embraced the party industry – much to the delight of leading party website, www.partykungen.se. Initially founded in 2009 in Gävle, the biggest city in East Sweden (and home to the famous giant straw goat), the online party expert offers a huge range of products, including everything from fancy dress costumes and accessories to banners, gifts, party bags and balloons. The Partykungen story first started when ceo Joel Svensson wanted to help out his mother, as she had been unemployed for the last five years. The website itself and all the systems behind it were Joel’s creation and some of his code still lives on today. Initially designed as an online children’s clothing retailer, it eventually moved its focus towards fancy dress and party items – an industry where Joel felt instantly at home! “That first year was rough,” said Karl, “and Joel faced a big loss. The outlook was pretty bleak – that is, until Halloween came around and changed everything. Since then, we have always worked hard to be at the front of both technical development and customer relations with the way our webshop has developed.”
Inset: Team Partykungen are (l-r) Karl Söderström, Joel Svensson and Jeff Jansson.
With a firm emphasis on fun, Partykungen – which literally translates as Party King – really is the royalty of Sweden’s party industry. PPE spoke to purchase manager Karl Söderström to find out how the company ascended the throne. matter of seconds is one of the key things which makes online stores so effective – that, and the competitive pricing. But all online stores can offer those benefits – so what makes Partykungen different to other party websites? “The big difference is that compared to many other sites that are working with a niche, we work much wider and you can find everything from birthday gifts to decorations and fancy dress on our site,” explained Karl. It appears that the phrase ‘go big or go home’ might have been made with Partyking
The site has been updated a number of times over the last seven years, ensuring it always offers its customers the very best in terms of both technology Below: An impressive operation; inside the warehouse and customer service. Now with well which processes between 500 and 600 orders each day. over 20,000 fast-moving lines in its varied portfolio, Partykungen is busy all year round and despatches an impressive 500-600 orders each day. “We focus on having a very large assortment of product,” said Karl, “ranging from budget to premium and with the goal of fitting all ages and wallets, big or small. We try to always be on top of the new trends and have introduced many new products to the Nordic market. Our goal is to be a ‘one stop shop’ for all party items.” The Party Machine The website itself has been divided into a number of different Originally the most important part part categories so that the customer of Partykungen’s business, fancy dress can easily navigate to the correct remains important, but a rise in sales theme or product that they are of party items and decorations has seen looking for. “We have also put a lot these product sectors accounting for of effort into the search engine,” a more substantial proportion of the Karl offered, “as we know that company’s turnover. “This is great for a lot of people choose to directly us since the margins usually are better search instead of browsing.” on these products,” laughed Karl. This ability to search through Halloween has always been the so many unique products in a biggest season for Partykungen and is responsible for 35% of the company’s annual turnover. Licensing remains important, with Disney and the major blockbusters leading the charge, while graduation is also a significant season. “We remember when Morphsuit became the big thing in Sweden,” said Karl, “and OppoSuits have been selling very well lately as well.” The retailer also produces a few own-brand items, under the brand name Partyking, and the currently top-secret lines will remain a key focus for 2017.
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Retail Report
Inset: The Partykungen offices are fun and colourful, with breakout rooms, sofas, table tennis and even a slide. Below: The Partykungen HQ – where it all happens!
The Swedish Approach
family and friends means that a lot of emphasis is placed on customer service. “We want to be easy to contact and so customers can reach us by email, phone or social media,” said Karl. “We also always try to make sure the in mind. The company started with an customer can speak to someone in their ambitious goal; ‘to become the largest native tongue where that is relevant.” supplier of party items in Scandinavia’ Social media is very important to the way and hasn’t stopped since. “We started out that Partykungen approaches business, with with Sweden and have now expanded our an active Facebook business to Norway,” said profile (36,000 likes) Karl. “We are planning and Instagram account to launch in both Finland (157,000 followers) and Denmark shortly, as well as a popular so there’s always more YouTube channel (with that can be done.” more than 21,000 One of those things is subscribers). “It is improving the conversion getting more and rate – the rate at which more important to browsers become buyers. have a presence on “We are always working on social media, as this is increasing the conversion where our customers rate,” Karl explained. “We are spending their see that this pays off, as the time,” Karl explained. conversion rate is increasing “We produce our own at the same time as our content and work turnover is increasing” together with some of Depending on the time the biggest names in of year, Partykungen’s Scandinavia when it conversion rate is comes to social media. somewhere between 3% and This has given us a 5% – especially impressive large following – and when it is noted that the yes, that eventually average conversion rate for converts to returning online retailers is 3.32%. customers.” So what is it that inspires Of course, one of such loyalty in Partykungen’s the key benefits of customer base? A focus on Top: An Instagram account keeps thousands of follwers social media is that ensuring customers go away it works both ways, up to date with the latest party trends. Middle: The satisfied and recommend www.partykingen.se website – where it all began. and being constantly Bottom: The You Tube channel hosts make-up the company to their in touch with what is tutorials, funny clips and behind the scenes videos.
“When we started there was no-one else in Sweden who did a good job online. Today there are a selection of good shops and the competition has hardened. At the same time ecommerce is still on the rise with a boost of 15-20% each year, resulting in a marked growth for us. We are careful to make sure we work with local trends – those where foreign suppliers don’t really cater for the market. By creating our own products we can stay on top of the regional market in both Sweden and Norway. We believe the market will continue to grow by 15-20% each year. The really big upside for us is the Norwegian business – we have only been present there for six months and it is already responsible for 20% of our turnover!” happening in the party world is essential for the company as it seeks to jump on the latest trends as quickly as possible. “We listen a lot to our customers and always have an ear to the ground for the latest trends and viral themes,” said Karl. “We also watch the competition closely!” “Sweden is as very Americanised country,” Karl continued, “and we tend to import many trends and holidays directly from the US. Last year we saw that Day of the Dead became a very big theme for Halloween. Other holidays that are growing for us include Octoberfest, St. Patrick’s Day and the Indian Holi festival.” So what’s in store for Partykungen in the future? “We’ll be moving into Finland later this year and Denmark in 2018,” revealed Karl. “We are also looking at opening a physical flagship store in either Sweden or Norway.” With a hugely loyal customer base, an expanding online operation and an impending move to traditional retail, it seems that Partykungen is on its way to becoming the biggest one-stop-shop for party supplies and fancy dress in Scandinavia. The ultimate claim to the party throne. MARCH/APRIL 2017 PROGRESSIVE PARTY EUROPE
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See the best party assortment at www.folat.eu
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What’s New?
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Unicorn Magic
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If you haven’t noticed the huge unicorn craze that’s been taking over the last few months then you really haven’t been paying attention! This ‘Unicorn Foam Mask’ from Leg Avenue will bring a smile to everyone’s faces. This mask can be worn by men and women alike
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Hit It!
The new pinata collection from Folat features a number of popular designs, including football, pirate, donkey, crown, star and large numbers, all just waiting to be filled with candy or gifts. Available to order now, these pinatas bring a special touch of excitement to the celebrations.
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New designs for classic items like balloons are always well-recieved, and Godan has expanded its LED collection, adding a number of new designs to its the already popular portfolio. These new lines are ideal for evening parties as well as concerts, festivals and other late-night parties. Perfect for all youngsters – and the young at heart!
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Viking Fever
The new year has seen an impressive selection of new costumes and accessories being added into Widmann’s party fashion range. This fabulous inflatable Viking costume – which comes complete with hat and attached hair - is the latest addition to the popular range of inflatable costumes which always raise a smile.
■
Climb On!
For this year Spanish company Nines has increased its hugely popular range of ‘ride-on’ costumes, with a number of fantastic new designs. While its costumes are ideal for carnival and Halloween, Nines has now started to offer costumes throughout the year and not just for these key seasons.
Light Up
ma
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Show Me The
This versatile new costume from Magic By Freddy’s is ideal for a number of different, high-profile characters – from Willy Wonka to The Penguin. The highquality outfit and accessories make it perfect for the hire costume market, both at Halloween and throughout the rest of the year.
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Hen & Stag
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Focus On: Comedy and Novelty Costumes
Show Me The Funny! Comedy and novelty costumes have always been popular, but the market has certainly developed in recent years as the designs themselves become increasingly creative and outrageous. PPE takes a look at the market to see what’s tickling funny bones in 2017.
Right: Man riding unicorn through field; move on, nothing to see here! (Unicorn from Widmann)
the step-in or carry-me costumes flood into the industry, resulting in a huge social media buzz.” Social media has an unny fancy dress has been important part to play around since the first time someone in driving customer interest in new and put on a curly wig and made a silly initiative products, with a whole generation face; but the trend for dedicated comedy sharing content across numerous social costumes is one which has been increasing media platforms. “It doesn’t take long to in recent years. This can be attributed become an overnight media sensation,” to a number of reasons – the costume Gary continued, “and these costumes designs are becoming increasingly creative, are becoming a very important part of boundaries are being pushed and more our product portfolio, with more styles than ever and people are more willing to becoming available all the time.” make themselves the subject of the joke. Spanish dress-up company Nines D’Onil The rise of ‘casual’ fancy dress – that has also seen these costumes taking off worn at carnivals, festivals over the past year, which and other gatherings, when has led to the company there is no official reason increasing its collection of for dressing up – has seen year-round costumes. “Stag a whole generation parties, birthday parties become comfortable or any ‘crazy moment’ with standing out are new markets and being the only where we have set person in costume. Of our new target,” course, tongues are said export manager often firmly in cheek José A. Galvañ. “We here, and so oversized, have also started changing novelty costumes are our focus from children’s the natural choice. costumes to adult costumes These lines are thanks to the huge success also particularly of our ride-on costumes.” prevalent at stag The trend for novelty Above: A Carry Me costume from Bristol Novelty – these costumes can be bulky, retailers costumes such as the ride-ons and hen parties, on to consider storage! Right: ‘Paper Doll’ holiday and for student need also includes air-blown inflatables costume cut right out of the papers. An unique events – and crucially costume which will make heads turn. and other larger-than-life for retailers looking costumes, something Widmann to fill those seasonal gaps, these costumes knows all about. “We have a number remain popular all-year-round. of similar ranges which sell particularly Bristol Novelty has always prided itself well,” said Anna Solly, sales director on continuously introducing new and at Sancto, Widmann’s UK distributor, exciting comedy and novelty costumes to “such as our air-blown inflatable horse its range each year and 2017 is no different. and cowboy, which always raises a smile. “Our customers have come to expect a Our full body padded fat suits also sell new range from us at each trade show and really well, with biker, strip club beauty we never like to disappoint,” said Gary and gangster options, among others.” Vincent, business development manager. According to Smiffys’ communications “Last year we saw the phenomenal rise of manager Veronica Wood-Querales, comedy
F
Above: A genuine
comedy master from costumes are also becoming Magic By Freddys. more popular at Halloween. “Looking at social media, we saw as many comedy costumes as traditional Halloween costumes,” she said. Veronica also pointed out that accessories are key for this market, with popular items including mullet wigs, schoolboy glasses and bald head caps. “For stag and hen parties, we’re seeing a lot of retro pop culture, film and TV-themed costumes from childhood” she continued, “so we can expect to see lots more 80s and definitely 90s in years to come.” Retailers are advised to look for costumes and accessories which are quick and easy for customers to wear – one-piece costumes are ideal for this – but which have maximum impact and work well for group costumes. They also need to ensure they have enough stock to fulfil those group orders if they want to make sure customers can always see the funny side!
Inset: Rubie’s inflatable T-Rex has been a viral hit.
Totally T-Rex Unless you’ve been living in a cave you’ll have seen the viral videos of this T-Rex which have swamped the internet in the last few months. Doing everything from changing the bedcovers to pumping iron at the gym, this inflatable costume from Rubie’s has been taken to the nation’s heart. Retailers should expect inflatable designs to do well as a result...
MARCH/APRIL 2017 PROGRESSIVE PARTY EUROPE
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Focus On: Comedy and Novelty Costumes
COMEDY AND NOVELTY
This ‘Crocodile Eating A Man’ costume from Creative Collection has been popular for Peter Pan performances! A popular line which never fails to make people giggle.
Widmann has a number of air-blown and inflatable ranges that sell particularly well such as this horse and cowboy, which always raises a smile. Dinosaur and explorer or unicorn and princess versions of this costume are also available.
This hilarious Hot Diggerty Dog outfit by Amscan features a hooded tunic with face cut out and armholes for free movement.
One-piece comedy costumes are successful as a quick, easy option, so Fun Shack has added a pull-on shark costume to its everyday range, as well as a Bauble & Christmas Pudding to our Christmas 2017 offering.
Smiffys stupid tuxedo costume is a 90s comedy staple, available in bright orange or baby blue with jacket, trousers, mock frilly shirt and hat.
Rasta Imposta’s food range includes costumes like this French Fries Dress and the Get Real Cheeseburger, which can be combined to create great couples’ costumes.
Henbrandt’s men’s fancy dress is full of comedy lines including banana, smartphone, beer bottle, dartboard and this tequila bottle. Worm not included!
Placing much of its focus on adult comedy lines, Nines D’Onil specialises in the popular ride-on costumes which have been hugely popular.
Among Amscan’s new additions for 2017 include the Grandma Wolf costume, featuring a floral nightgown, cap, mask, gloves and shoe covers.
Emoji has become a popular theme for fancy dress, and Rasta Imposta expects its cheeky new ‘Eggplant’ and ‘Peach’ costumes to be a hit for 2017.
Leg Avenue’s Cozy Calico Cat fleece onesie is a warm, an easy-to-wear costume which is available in matching sizes, perfect for mother and daughter.
This weed suit is dope. Simple as that. OppoSuits brings customers to higher grounds with this suit, which is suitable for both recreational and medicinal use. These fabulous lobster and octopus costumes made their debut appearance at this year’s Spring Fair catwalk, following Bristol Novelty’s Under the Sea theme.
Cocky Scotty from Palmer Agencies is a costume that will demonstrate exactly why Scotland has been voted the ‘manliest country’ in the world.
MARCH/APRIL 2017 PROGRESSIVE PARTY EUROPE
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Tableware and Balloon Trends
You’ve Got The
LOOK
W
ith Pintrest and Instagram leading the way, the ‘look’ of a party has never been more important – whether it’s a milestone birthday, a big anniversary or just some friends getting together for a Saturday night. As any good host knows, dramatic centrepieces and co-ordinated ranges will be snapped and shared on social media, and with inspiration available at the swipe of a thumb, its no surprise that the public are getting more demanding – and more creative. Happily, suppliers are rising to the challenge, with some fabulous trends leading the way for 2017. Rainbow colours, balloon banners, metallic features, confetti – and of course, the fabulous rose gold – are all making a big splash in the current market. “Tableware is a core feature of a party ensemble so it is important the design captures the essence of the theme,” said Amscan’s marketing executive, Charlotte Cox. “Our Dots and Chevrons tableware offers a versatile choice of items to create a vibrant table setting and the mixed metals and rainbow colour “Rose gold is always a good idea! The highly sought-after colour is the latest addition to our 16” letters and numbers line. This colour is the perfect metallic colour – it is soft, yet makes a bold statement and perfect for all occasions.” Nikki Thompson, sales manager for UK and Ireland, Northstar Balloons
Left: Creative Party’s mixed Doughnut Tine packs include three designs in each pack, creating a strong mix and match look. Below: Rose gold balloon script from Northstar Balloons. Below left: This colourful and fruity Aloha collection from PartyDeco is one of the company’s new collections for 2017.
First impressions count and the right party décor – including table settings and balloons – will help set the scene and ensure the desired atmosphere from the very beginning. PPE finds out which trends will be leading the way in 2017. Left: Amscan’s Dots and Chevrons tableware is available in mixed metals and rainbow colour schemes.
fabric ribbon, giving them a real luxe feel.” Tableware is also key for Creative Party. “There is as always a push for trend-led icon tableware,” offered Holly. “We had the biggest success with our Unicorn Fantasy range last year and while we think this will continue to be strong, we expect our Doughnut Time range to really do well, following on from the current Instagram trend for decorated doughnuts!” The public’s desire for a greatlooking venue has been reflected in the market, with even dedicated costume retailer Angels Fancy Dress recently expanding its offering to include balloon and partyware ranges. “Tableware and balloons are a very important part of our business. Products featuring gold and silver elements – such as polka dots – have been increasingly popular. For balloons, we have found that light-up LED balloons are doing really well, as are foil numbers and letters, so we have expanded our offering in these areas.”
schemes feature popular colour trends for this year.” When it comes to Amscan’s balloon colour trends for 2017, it’s no surprise to hear that rose gold is at the top of the list! “It’s a beautifully subtle shade especially ideal for birthdays and weddings,” said Charlotte. “We have the colour across foil SuperShape numbers, Orbz, Cubez and Diamondz, as well as standard circle star and heart shapes.” Following on from the desire to create that perfect party picture, balloon banners – both in letters and script – have been growing in popularity as they form a perfect, easy-to-create backdrop or centrepiece. Creative Party has introduced some fantastic first birthday designs, as design and marketing manager Holly Forder explained. “Each individual balloon is inflated with air, saving on helium costs, and come supplied with a length of quality
Krzysztof Malewski, director, Godan
“These new lines are very important to us,” said director Emma Angel. “Our staff have been enjoying putting together beautiful, elaborate balloon bouquets, especially for key events such as 18th and 21st birthday parties as they can be extravagant and make a huge impact!” Whichever themes retailers do choose to carry, it’s helpful to carry that theme/ colour/style across partyware, décor and ballons so retailers can pick and mix what they want to create their own look. The rest, as they say, is up to them! Above: Confetti-filled balloons are very fashionable at the moment and these 12” balloons with large brightly coloured confetti from I.T.I (UK) were a major hit at Spring Fair. Left: Coral and Mint décor, tableware and acessory lines from Unique Party are expected to be popular for this spring and summer. MARCH/APRIL 2017 PROGRESSIVE PARTY EUROPE
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TRADESALES@OPPOSUITS.COM
os_ad_progressiveparty_wmns_A4.indd 1 50_PPE_March April 2017.indd 1
OPPOSUITS.COM
+44 1592 657 120
20/01/17 10:01 05/04/2017 12:00
Tableware and Balloon Trends
TABLEWARE AND BALLOONS
A charming new partyware and accessories range from Neviti features a pretty watercolour floral design, and is perfect for garden parties, birthdays and other celebrations. The new Doughnut Time collection from Creative Party has been launched in response to the Instagram trend for decorated doughnuts, along with a 30” doughnut-shaped balloon.
Confetti balloons are becoming increasingly popular and Unique Party has expanded its offering to include Happy Birthday prints, among others.
New first birthday designs from Creative Party include these ‘one’ air-filled balloon banners available in pink, blue, and gold and hung with quality fabric ribbon for a real luxe feel.
With the rise of rose gold as the hottest balloon trend, Northstar Balloons has also added a white gold option for its new script Baby balloon, another great colour for 2017.
Retailers can keep their solid colour tableware offering up to date with the popular Fresh Mint addition from Creative Party.
Unicorns are a major trend right now and this colourful SuperShape unicorn foil balloon by Anagram has been hugely popular and works well with Amscan’s unicorn party range.
This new rustic wedding collection from Party Deco includes a range of beautiful DIY decorations including flower decorations, new cake toppers and off-white lace.
Tableware with gold and silver elements is very popular, as seen on these polka dot ranges from Godan, which also include popcorn boxes, masks and hats.
Combining a dazzling colour palette of turquoise, pink and gold, Neviti’s Eternal Rose tableware and décor collection captures the spirit of a 1920s tea party.
With summer around the corner Unique Party can’t wait to show its new for 2017 Neon Tableware. With pink, yellow, green and purple to choose from it will be sure to add a burst of colour to any occasion.
The range of easy-to-make decorative balloon arch kits from I.T.I. (UK) now includes Day of the Dead and Mexican Fiesta balloon arches and a Lemon Party Shower kit.
Amscan has recently introduced Twirlz; a range of balloon tail accessories which provide a decorative touch suitable to use with Orbz balloons, SuperShape and 24” latex balloons. Foil balloon banners are a key décor item at the moment, so Unique Party has introduced a new range including ‘Baby’, ‘Party’ and ‘Happy Birthday’.
The Simon Elvin balloon range continues to feature the company’s distinctive design and styles, forming part of its overall Party and Simply Gift ranges.
MARCH/APRIL 2017 PROGRESSIVE PARTY EUROPE
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Best sellers Fancy-Me.co.uk CAT E G O R Y
As retailers gear up for the festive season, PPE finds out what has kept the tills ringing over the last few weeks.
Samantha Selby/ Rugby
M A N UFACTURE RS/RANGES
Online retailer specialising in fancy dress and accessories, with a strong European customer base.
COMMENT
Generic Male Fancy Dress
Bristol Novelty, Fun Shack, Fiestas Guirca
The Carry-Me costumes have been selling well all year, and the men’s ringmaster from Fun Shack always does well at carnival time. The floral adult baby from Fiestas Guirca has been very popular as well!
Generic Female Fancy Dress
Fun Shack, Henbrandt
Sassy sailor costumes have been popular in Germany, especially for carnival, where they’ve been huge.
Licensed Fancy Dress
Rubie’s Masquerade
The Olaf costume has sold incredibly well, it’s been flying out of stock! It’s a really good, funny costume.
Couples Costumes
Rubie’s Masquerade, Henbrandt
The Fred and Wilma Flintstone costumes do very well, as do the female ‘Italian plumbers’ from Henbrandt.
Kids Fancy Dress
Fun Shack, Rubie’s Masquerade
The boy wizard costumes from Fun Shack are great as they go up to age 12. Batman and the other superhero costumes are always good too. For girls, we found that Katniss, Moana and Harley Quinn sold particularly well.
Accessories
Rubie’s Masquerade
The Deadpool weapon pack - a backpack with ninja swords and said - sold incredibly quickly. We totally sold out!
Party Party CAT E G O R Y
M A N UFACTURE RS/RANGES
COMMENT
Smiffys
Accessories do well for us, mainly glasses and costume jewellery. 80s themes are always popular.
Balloons
Qualatex
Foil numbers are still extremely popular, especially for birthdays. Decor bubbles also sell really well, they’re great for business.
Licensed Balloons
Amscan
Minions designs are already very popular across both foil and latex balloons and the third film isn’t even out yet!
Tableware
Amscan
Solid colours are popular again at the moment, we’re finding silver is selling through very nicely.
Centrepieces
Creative Party
The milestone centrepieces are great and people tend to buy across the whole range for a coordinated look.
Anything Else?
Budget (wholesaler)
Basic age milestone banners are always popular and they don’t necessarily need to be part of a wider range.
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Fun Shack
Family-owned local business which has been open for 20 years.
Negat Elmi/ Solihull
Fancy Dress
52 PROGRESSIVE PARTY EUROPE
Creative Party
Amscan
Creative Party
MARCH/APRIL 2017
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Best sellers Fun Warehouse CAT E G O R Y
Now in a central shopping centre location following a recent move
Steve Kay/ Bristol
M A N UFACTURE RS/RANGES
COMMENT
Adult Fancy Dress
Smiffys, Bristol Novelty
80s costumes are always really popular. We also see a lot of groups choosing to dress in the same theme -1920s flapper dresses for hen dos etc.
Kids Fancy Dress
Rubie’s Masquerade
Superhero costumes are always popular and parents are willing to spend more money on these as they get a lot of use.
Balloons
Qualatex
We are seeing more people come to us for balloons now - we have a Qualatex Balloon Boutique. For single balloons, large foil numbers always do well.
Accessories
Bristol Novelty, Smiffys
Beads, hats, tutus and other accessories always sell well. Key themes for us are 80s, pirates and cowboys, they always sell well. Wigs do well too.
Make-Up
Snazaroo and Paintglow
Barely a day goes by when we don’t sell something from the Paintglow range. Snazaroo always sells well too; single colours more than the kits.
Masks
Mask-arade, Bristol Novelty
We have sold so many political masks recently - lots of Trump and Putin as well as Teresa May in the run up to the Brexit announcement. Overhead latex masks sell well too.
Anything Else?
Unique (wholesaler)
Squirting lighters and joke sweets are really popular with adults as well as children. The young at heart! Party cannons and silly string do brilliantly, as does coloured hairspray.
Perfect Parties CAT E G O R Y
Steve Wilson/ Leighton Buzzard
M A N UFACTURE RS/RANGES
Paintglow
Mask-arade
A busy high-street store that has tripled in size over the last few years, yet still has no parking!
COMMENT
Adult Fancy Dress
Smiffys
Comedy costumes are strong for us at the moment - we had a good Burns Night!
Kids Fancy Dress
Bristol Novelty, Rubie’s
Period costumes are very strong for us, especially at certain times of the school year. It can be a very seasonal market, but classic licensed characters such as Dr Seuss always sell well.
Accessories
Alandra, Pam’s
We have a large range of hen night accessories and novelties and they are always very strong sellers for us.
Balloon Retail
Qualatex and Amscan
Large foil numbers and bubbles are always really popular. We also do well with Amscan’s Airwalkers, they make a great window display!
Balloon Decor
Qualatex
Decor is really strong for us, as we’re the only shop in the area to offer it. We do a lot of weddings, anniversaries and other family events.
Qualatex
Alandra
MARCH/APRIL 2017 PROGRESSIVE PARTY EUROPE
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