Progressive Party Europe – December 2023

Nov/Dec 2023

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Amscan is proud to be celebrating with PART OF Amscan International UK

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World Book Day®, 7th March 2024 Amscan are proud to be working with the charity, World Book Day, who are helping to change children’s lives through a love of books and reading.

5% of the sales of World Book Day costumes goes directly to supporting the charity’s work.

Find out more at worldbookday.com.

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IN NÜRNBERG Huge and colourful. Full of new highlights.

For your business. And your inspiration.

NEW:

Tuesday – Saturday 30 Jan – 3 Feb 2024

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MAX PUBLISHING

S

THE HOME OF MARKET LEADING TRADE MAGAZINES

o here we are, having all survived Halloween and now hurtling towards Christmas and the inevitable New Year trade show excitement.

Halloween, from all accounts was a mixed bag this year. Some say sales were up slightly, some say flat, but with the cost-of-living crisis and Halloween falling on a Tuesday, we were perhaps not expecting miracles for 2023. You can read reviews from some key industry suppliers online in the news section of partyworldwide.net now.

Looking ahead to next year, there’s plenty for the party industry to get their teeth into. We chatted to suppliers about Valentine’s Day in this issue and the general feeling is that smaller gifts and décor such as balloons will be strong this year, as consumers continue to watch the pennies. Suppliers have a wide range of innovations to deck out retailers with a display of love in February.

In a similar vein, the masks and accessories sector is reportedly performing particularly well, as consumers choose to update existing costumes, or make their own as the cost-of-living crisis continues. We find out how suppliers are supporting retailers with this trend in the feature later in the issue.

Carnival falls earlier than usual next year from 9 to 14 February, which, coupled with the economic climate, creates a challenge, but suppliers have reported strong presales and are expecting consumers to join in and celebrate, albeit in perhaps a slightly different way to previous years.

With World Book Day also looming, we find out a bit more about the charity’s 2024 plans in this issue, and how it is starting to work on forming partnerships with businesses and

organisations to further its work, such as the recently announced collaboration with Wonder.

While it seems impossible to have a conversation around a forthcoming event or sector of the industry at the moment, without highlighting the pressure consumers are facing economically, what is certain is that despite these difficulties, consumers are still marking key events and ensuring that they celebrate and make memories in whatever way they can. The challenge for our industry is to ensure the right products are on offer to meet those changing demands and trends.

The Office for Budget Responsibility said this week that the UK economy will grow much more slowly than expected in the next two years, as inflation takes longer to fall. It’s also been predicted that living standards won’t return to pre-pandemic levels until 2027-28. So it seems the trends being seen in the market currently will likely continue for some time yet, and the steps that have already been taken to diversify ranges and expand certain sectors will stand suppliers in good stead for the coming years.

For now, though, the festive period is almost upon us and we’d like to take this opportunity to wish you all a very happy Christmas and a healthy and prosperous New Year.

Do keep us up to date with all of your latest news, views and gossip, and we’ll see you on the other side.

March/April 2013

THE HOME OF EXHIBITIONS

THE HOME OF MARKET LEADING TRADE AWARDS

EDITOR

@Prog_Party_Eu www.partyworldwide.net

MEET THE TEAM

editor KATIE ROBERTS-MASON

katierm@max-publishing.co.uk

publishing director ROB WILLIS

robw@max-publishing.co.uk

Max Publishing Ltd, United House, North Road, London N7 9DP • T: 020 7700 6740 www.max-publishing.co.uk • hello@max-publishing.co.uk NOVEMBER/DECEMBER 2023 PROGRESSIVE PARTY EUROPE

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England DU: 10.10.2023

27. – 30. 1. 2024 FRANKFURT / MAIN

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BUSINESS AS

UNUSUAL The world’s most important trade fair for hobby, handicrafts and artists’ supplies presents exciting new products and inspiring DIY trends. Start the new ordering season with us here in Frankfurt. info@uk.messefrankfurt.com Tel. +44 (0) 14 83 48 39 84

FIND OUT MORE AND ORDER YOUR TICKET TO CREATIVE PRODUCT IDEAS

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WHAT’S

INSIDE 08

25

19

29

News: The moving and shaking from the party product and retail world.

Letter from America: Ed Avis talks about Halloween 2023. Let’s just move on...

21

World Book Day: The charity’s plans for the coming year, including its partnership with Wonder.

21

36

Executive profile: Elliott Peckett, director at Smiffys.

The look of love: What’s in store for Valentine’s Day 2024.

32

Carnival time: How will the world celebrate?

36

Masks and accessories: 2023’s winner for the party industry.

Copyright © 2023. Whilst every effort has been made to ensure the information in this magazine was correct at the time of publication, the publishers cannot accept legal liability for any errors or ommissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text. Views of contributors do not necessarily reflect those of the publishers.

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If you’re a party supplier and not included in these pages – how will you increase sales? Progressive Party magazine is sent to buyers in almost every territory around the world – don’t miss out on your opportunity for growth.

Nov/Dec 2023

Contact Rob Willis robw@max-publishing.co.uk 28/11/2023 13:37

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NOVEMBER/DECEMBER 2023 PROGRESSIVE PARTY EUROPE

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PARTY

NOVEMBER/DECEMBER 2023

TOP STORY

Wonder announces ceo transition Global celebrations group Wonder has announced that its ceo, Joe Hennigan, has decided to step down from his role for personal reasons.

The company’s executive chairman, Gary Panons, who has more than 27 years’ experience of the business, will act as interim ceo for a short period whilst a successor is appointed.

Gary Panons commented: “Wonder would not be what it is today without Joe’s vision as to what our group could become.

“I have worked closely with Joe over the past five years and have witnessed his leadership, dedication and foresight.

“Joe was the driving force behind our management buyout (MBO) from Party City Holdings and led on the acquisition of seven brands and businesses into Wonder during the last seven years.

“He also led on the transformational £8m investment to automate our Milton Keynes distribution centre and the group rebrand to Wonder a year ago.

“We thank him for everything he

has done for the business and wish him well in future endeavours. As interim ceo, I will continue to build upon Wonder’s firm foundations with the support of the excellent teams we have throughout our business until a new permanent ceo is appointed.”

The Milton Keynes-headquartered global designer, manufacturer, distributor, wholesaler and retailer of party products operates across 15 countries.

In addition to its international wholesale brand Amscan International, Wonder’s retail brands include Party Delights, the UK’s largest online party store, Ginger Ray and Party King.

In January 2021, Wonder underwent a MBO supported by Leeds-headquartered private equity firm Endless.

Joe Hennigan added: “It has been a privilege to lead such an

Rubies’ Stefan Brandenburger passes away Rubies has announced the sad passing of colleague, Stefan Brandenburger.

In a statement, Rubies said: “It is with much sadness that Rubies announces today that our colleague Stefan Brandenburger, head of sales GAS, passed away suddenly on Friday 22 September. Ever the professional, Stefan was a fantastically infectious and engaging sales director whose passion for the industry spans well over a decade.

“Having worked with Smiffys as a regional sales manager for approximately nine years, Stefan joined Rubies in December 2021 and successfully reintroduced its portfolio to Germany Austria and Switzerland. Stefan leaves an indelible mark, for all who had the benefit of Stefan’s engagement across our great industry please take a moment to reflect on his friendship and passionate contribution to our lives.

“We offer our greatest sympathy to family, friends and colleagues. We mourn his passing together. Vale Stefan Brandenburger.”

Left: Rubies’ Stefan Brandenburger.

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Above: Ceo of Wonder, Joe Hennigan, has stepped down from the company for personal reasons.

outstanding business and to work alongside highly capable individuals and teams who are totally committed to driving Wonder’s success.

“I would like to wish everyone associated with the company the very best for the future. After the last few years now is the right time for me to step away from the business and I am now looking forward to taking a break and spending time with my family.”

Gemar prepares for trade show season Gemar will return to Spielwarenmesse and Spring Fair in 2024 to consolidate its position in the UK party market.

Gloria Veta, chief brand and sales officer, commented: “Last year was a great success for Gemar, which had the opportunity to share inspiration and meet thousands of customers at both events. We are planning many activities to educate, entertain and present many new products and services.

“In addition, with our range of bio-based balloons, we are proud to be an active supporter of The Power of One campaign, a feature of Spring Fair designed to encourage retailers to take steps, big and small, to change the world.

“We want balloons to shape a more colourful, creative and sustainable environment for all. Our company philosophy is to make moments and there is no better place to start that at the best trade show.”

Above: The Gemar team is preparing for Spielwarenmesse and Spring Fair in 2024.

For the latest news visit PartyWorldwide.net

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PARTY NEWS

TOP STORY

Unique Party partners with Tuftex Unique Party has announced its partnership with industry leader and innovator in the decorator balloon market, Tuftex balloons.

Unique Party will be the exclusive distributor of Tuftex products in the UK and Europe to its retailers and wholesalers, as part of its commitment to bring unique and high quality party essentials to its customers.

Vice president of Unique Party, Jim Cairns, is eagerly look forward to collaborating with the entire Tuftex team, including the owner, Alison, her sons, Gage and Dominic

and daughter-in-law, Meg. Jim says the partnership is set to be a ‘gamechanger in the decorator balloon category, with both companies aligning to build a strong, lasting and highly collaborative partnership.

The collaboration will provide extensive colour and size selection as Unique will be stocking Tuftex products in all colours and sizes, providing

Anagram enters ‘Stalking Horse’ agreement Anagram International has announced it is pursuing a sale of the company and has entered into an agreement with a group of its lenders as the ‘Stalking Horse’ bidder to acquire its assets.

As part of the agreement, which is subject to higher or otherwise better offers and court approval, the bidder has committed to hire all Anagram employees and assume all pre- and postpetition trade payables.

To facilitate an orderly sale process, the company has filed voluntary petitions for protection under Chapter 11 of the US Bankruptcy Code in the US Bankruptcy Court for the Southern District of Texas and the sale will be conducted through a court-supervised process under Section 363 of the code, providing potential buyers the opportunity to submit offers.

Anagram has received a commitment of $22 million in debtor-in-possession financing from the group of existing secured lenders. Following court approval, this new financing, combined with cash on hand and positive cash flow being generated, will adequately support the business and satisfy obligations.

In April 2023, Anagram appointed Adrian Frankum, senior managing director at Ankura Consulting, as chief restructuring officer.

Adrian commented: “Having carefully reviewed all available strategic options, we believe that a sale of the business will provide Anagram with the best path forward to accelerate global growth and strengthen our market leadership.

“As we move through this process, we remain focused on delivering innovative products to our customers worldwide with minimal disruption, and we are grateful for their trust in us. We thank all our Anagram employees for their ongoing hard work and excellence, and we also extend our gratitude to our customers and trade partners, suppliers, and vendors for their continued support.”

customers with a vast selection to choose from.

Stay tuned for updates, new arrivals and exclusive offers as Unique

Above: Unique Party will be the exclusive distributor of Tuftex products in the UK and Europe.

embarks on its journey with Tuftex balloons.

Disguise sales up 19% in Q3 Jakks Pacific has reported its financial results for the third quarter, ended 30 September, 2023, with the highest level gross margin of 32+% since 2011.

Overall net sales for the period were $309.7 million, a decrease year-on-year of 4%. Meanwhile, costume sales for Q3 were $63.7 million, an increase of 19% year-on-year. Costume sales year-to-date are $122.3 million, a year-on-year decrease of 9%.

Overall gross profit for Q3 was $107 million, up 16% compared to $91.9 million in Q3 2022.

Stephen Berman, ceo of Jakks Pacific, commented: “Although we have seen activity at retail slowing, our business continued to perform well throughout the third quarter. Retail sell-through at our top three accounts in the US were down low single digits on a year-to-date basis, while our inventory at those accounts is down over 20% year-over-year.

“Also in the quarter, we saw our costumes business seasonality returning to more traditional levels and catching up on a year-to-date basis. Although down 9% in year-to-date shipping vs. 2022, globally, we remain +24% vs. the same period in 2021, along with significantly improved margins. Our view of 2023 Halloween shopping in the US was that it was a bit softer overall. We see that in our data and in referencing syndicated market data. The latter suggests we have retained and expanded our market leadership position, but final syndicated data won’t be available until later this month.

“Finally, during the third quarter, we officially opened our new office and internally operated warehouse in Italy to better serve that market and Southern Europe broadly starting in 2024. We are very focused on maximising our presence across the EU given the current strength of our product line.”

Below: Disguise saw business seasonality returning to more traditional levels in Q3.

Above: Anagram is pursuing a sale of the company.

For the latest news visit PartyWorldwide.net

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PARTY NEWS

TOP STORY

Pioneer Europe launches sustainable retail small count packaging

Below: Pioneer Europe’s new packaging features a thinner bag incorporating 30% recycled material.

Pioneer Europe has reinforced its commitment to sustainability with a significant enhancement to its small count latex packs.

The company has introduced a redesigned packaging that reduces plastic usage by 45% without compromising strength or performance.

Key features of the new packaging include a thinner bag design and a shift in material composition.

The film used in the production of the new 6ct bags now incorporates 30% recycled material, contributing to a decreased environmental footprint and aligning with Pioneer Europe’s commitment to responsible manufacturing.

Continuing its tradition

of using polypropylene (plastic category 5), the company ensures that the new packaging remains easily recyclable.

Customers can recycle the packaging alongside other soft plastics at designated recycling points.

Effective immediately, all newly introduced products and replenished stock will be packaged using the updated film. Customers are advised that existing stock with traditional packaging will be available until depleted.

Anna Hickman, product manager at Pioneer Europe,

Wonder strengthens sustainability team Party and dress up specialist, Wonder Group, appointed a new group sustainability specialist this summer.

Daniel Foster took up the mantle in June with a mission to provide support to the individual companies under the Wonder brand and drive the sustainability agenda Above: Daniel Foster joined across each one of them.

Wonder as group sustainability A key focus for Daniel and specialist in June this year. the team will be on reduction – a key target for sustainability – whether that’s across emissions, waste, or in single-use materials. Wonder will be looking for new ways to reduce its impact across the supply chain, focussing on scope 1,2, and 3 emissions, as outlined with Climate Partner.

The team is currently transitioning its costume packaging to an easily recyclable mono-plastic bag with 40% recycled content. Targets have also been set to achieve a minimum of 35% recycled content in all products and packaging using plastic.

Wonder and Amscan are committed to improving the lifecycle of their products in 2024. One example being a significant increase in the amount of machine washable costumes. This means products can be used again and again while working to change the perception of dressup being a single-use product.

Daniel commented: “We’re passionate about sustainability. It is extremely important to us at Wonder to continue to lead the way in our specific category, ensuring our systems and products meet the requirements of the future. Gathering everyone together, discussing this best practice, exchanging knowledge and ideas, is key for us all to bring a greater understanding to the topic and therefore in return, a more sustainable output.”

For the latest news visit PartyWorldwide.net

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commented: “Pioneer Europe continues to set new benchmarks in sustainability and this updated packaging

marks another stride in our ongoing commitment to environmentally conscious better practices.”

World Book Day announces new trustees World Book Day has announced the appointment of Richard Flint and Will Obbard as trustees. The new appointments come at a significant time as World Book Day sets out an ambitious new strategy to deliver greater reach and impact, building on the reputation and recognition of the brand and annual campaign.

Richard Flint is the president of Claire’s Accessories, and Will Obbard is the commercial director at Merlin Entertainments.

Both join the board, which is chaired by Emma Scott.

World Book Day is currently recruiting two further trustees from bookselling and publishing.

Emma Scott, chair of World Book Day, said: “We’re thrilled to welcome Richard and Will to the World Book Day board.

Their skills and experience, and passion for World Book Day’s charitable purpose, will be invaluable as World Book Day sets out to achieve our ambitious strategy for 2023-27. These new appointments, and the range of expertise represented on our Strategic Advisory Group, will see World Book Day make an even more powerful impact on reading for pleasure in the future.”

Richard Flint, president, Europe at Claire’s Accessories, commented: “World Book Day is a charity with huge potential and an immensely important purpose, so I’m delighted to be bringing my experience and expertise to the team, helping move their ambitious strategy forward and make World Book Day even more impactful.”

Will Obbard, commercial director at Merlin Entertainments, added: “I’m really excited to join the World Book Day Board and support the ambition to provide more children with the opportunity to enjoy reading. The charity has a much-loved brand and does an incredible job to promote reading for enjoyment but I believe there is scope to do so much more and can’t wait to be part of the journey.”

Right: Richard Flint and Will Obbard have joined World Book Day as trustees.

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PARTY NEWS

TOP STORY

Widmann appoints UK sales agent Paul Lewis will be looking after UK and Ireland markets for Widmann and brings extensive experience of the costume industry with previous roles at Hebrandt and Rubies.

Paul commented: “I was so impressed with not only the quality of the products, but the attention to detail Widmann puts into ensuring the customer is at the forefront of everything they do.

“The company is working hard on increasing its market

share in the UK&I and has given me some fantastic offers for customers and have decreased minimum spend values to make it easier for the UK&I customers to work with Widmann.”

Widmann sales director, Cesar Campos, added: “Widmann is making

significant investments to continue growing internationally as well as to consolidate its position as a European leading player in the party fashion industry. Paul’s appointment constitutes a reinforcement of the company’s sales structure to reach this important goal in the UK and Ireland.

“We are convinced that Paul’s experience will greatly contribute to the success of Widmann, bringing value

Tesco relaunches Paperchase Tesco has announced the relaunch of the brand in its stores and online, bringing a range of party decorations and accessories, cards, gift wrap and home accessories to its customers.

Paperchase products launched in over 250 stores recently and will be available online in selected areas. In addition a selection of Christmas products will also be available, including decorations, crackers, cards and gift wrap.

The launch is part of Tesco’s ambition to make shopping easier and more convenient, making it quick and easy for customers to grab items as part of their weekly shop. The news follows the announcement earlier this year that Tesco had bought the Paperchase brand and related IP. Jan Marchant, managing director of home and clothing at Tesco, said: “Paperchase is a well-loved brand by so many, and we’re proud to bring it to Tesco stores across the UK. We know many customers will be excited to see Paperchase products returning to stores, and we also hope to introduce the brand to many new customers.

“We look forward to exciting and delighting stationery fans with new products and some old favourites – look out for them in your local store.”

Left: Paperchase products have launched in 250 stores and online in selected areas.

Gemar launches 2024 calendar The new calendar marks a new direction for balloon art – where avant-garde and innovative balloon design come together in a pioneering and distinctive style.

Gemar balloons are used in all kinds of context and its ‘Lifting the Moment’ theme has expanded from events to fashion, entertainment and art.

The concept of balloons becoming works of art led Gemar to discover visual artist, Marco Lodola.

Gloria Veta, brand chief and

sales officer at Gemar, said: “Meeting Marco was exciting.

We share a vision of an illuminated world full of joy and colour. Defined as a neofuturist artist, his colours, style, and positive energy led us to create a collaboration in which Gemar balloons shine with a new light, that of master Lodola.

“Thanks to our team of talented individuals, once again, we turned imagination into reality.

Lodola’s works and Gemar balloons bring to life a new concept of art where the whole is greater than its parts, lighting the moment.”

Right: Paul Lewis has joined Widmann as UK sales agent, looking after the UK and Ireland markets.

Pioneer Balloon Company announces Chapter 11 Reorganisation Pioneer Europe is a separate trading entity and is advising customers that it still has good stock and more shipments on the way, so customers can continue to order as normal.

Pioneer Balloon Company has announced its intention to strategically restructure the business through a Chapter 11 Reorganisation. The company aims to continue operating throughout a successful Chapter 11 reorganisation plans, continuing to manufacture and supply balloons.

Dan Flynn, ceo of Pioneer Balloon Company, commented: “In the years since the Covid pandemic, Pioneer Balloon has had difficulty supplying enough product to meet customer needs. Whilst the company has implemented many changes, the time is right to focus our resources on the future of the business, and we will do this through a Chapter 11 reorganisation.

“During the process, it is our intention to continue operations as normal – we will continue to manufacture and supply balloons. It is the company’s intention to emerge from this process a stronger organisation and once again be leaders in this industry.”

Marie Gransbury, managing director, Pioneer Europe, said: “Pioneer Europe Limited, is a separate trading company to Continental American Corporation t/a Pioneer Balloon Company, and is not part of the Chapter 11 filing.

“Pioneer Europe will continue to trade as normal, and we thank our customers for their ongoing support whilst the US company works through their reorganisation plans.”

For any further information, customers and suppliers in Europe should contact their normal Pioneer Europe representative.

Below: Pioneer Europe is a separate trading entity and customers can continue to order as normal.

Left: The 2024 calendar is a collaboration between Gemar and artist Marco Lodola.

For the latest news visit PartyWorldwide.net

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to our existing and new customers in UK and Ireland.”

With Christmas and Carnival on the horizon, Paul will be speaking to customers as soon as possible. Customers in the UK and Ireland who are looking to take advantage of the products on offer from Widmann should contact Paul – Paul@pl-consultant.com.

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PARTY NEWS

TOP STORY

Party City successfully completes financial restructuring Party City Holdco Inc (PCHI) has completed its restructuring process and emerged from Chapter 11 financially stronger and well positioned for the future.

Through its restructuring, PCHI has substantially strengthened its capital structure by eliminating almost $1 billion in debt, enhanced by its liquidity, and optimised its store portfolio by having negotiated improved lease terms and exited less productive stores.

The company will move forward with 800 locations in the US. Brad Weston, ceo of PCHI, commented: “We are thrilled to celebrate the

successful conclusion of our restructuring and the bright future that lies ahead for PCHI. We have exited the process on stronger financial footing, and I am incredibly appreciative of the tremendous efforts made by our team to get us to where we are today.

“We also thank our retail and wholesale customers, suppliers, and landlords for their support, which was instrumental in achieving today’s positive outcome.

Our team looks forward

Qualatax unveils Chartreuse Qualatex’s latest sensation – Chartreuse – is named after a centuries old herbal liqueur and is an intoxicating new colour addition.

Chartreuse is more than a hue – it’s a statement. With a blend of vivid green and electric yellow, it’s a big energy colour. Bold, bright and unexpected, Chartreuse is ideal paired with vivid hues or soft pastels and neutrals.

Since its official release earlier this autumn, the exciting addition has garnered enthusiastic feedback from customers worldwide, establishing itself as the new must-have colour.

Anna Hickman, product manager at Pioneer Europe, said: “We are thrilled to introduce Chartreuse to our line-up of popular Qualatex colours. This colour represents the perfect pop of vibrancy and style, and it’s been wonderful to see it trending across multiple industries, from fashion to home décor and now, our party industry.

“The positive response we’ve received globally reaffirms our commitment to providing innovative and high-quality products that elevate celebrations to a new heights.”

Chartreuse balloons in 5”, 11” and 260Q sizes will be freely available in Europe from early December.

to continuing to deliver on our promise of making joy easy and to advancing PCHI’s extraordinary legacy as the go-to destination for all things celebration.”

In connection with the emergence, Brad Weston announced his intention to step down as ceo, effective 3 November, 2023, and transition leadership responsibility to Sean Thompson, previously the president and cco, as interim ceo.

Under the Company’s Plan of Reorganisation, which was approved by the US Bankruptcy Court for the Southern District of Texas on 6 September, 2023, PCHI has emerged

Below: Brad Weston has announced his intention to step down as ceo as PCHI emerges from its restructuring.

with a new exit ABL facility of $562 million and a $75 million new money investment to fund goforward operations and distributions under the Plan.

The company’s new shareholders include the members of the ad hoc group of holders (the “Ad Hoc Group”) of the company’s prepetition senior secured first lien notes who supported the restructuring.

CAPS collapses into administration Wholesaler Card And Party Store has collapsed into voluntary administration after 27 years in business.

The notice of the appointment of administrators for CAPS was filed at Companies House on Saturday, 30 September, with Manubhai Govindbhai Mistry and Hemal Mistry, of Horsfields, in Bury, having been appointed as joint administrators on 13 September.

Early in September the CAPS website carried a “temporarily closed” notice with no explanation then, in a Facebook post, the Bury business run by directors Paul and Michelle Wood said the last day of trading was last Monday, 25 September, adding: “It has been a very stressful and upsetting time for us all here at Card And Party Store and it has been a difficult decision to make.

“We just wanted to say that we are so grateful to all our lovely customers who we got to know over the years and who kept us going for so long, we cannot thank you enough.

“We would also like to say a huge thank you to our amazing staff who have been with us for so many years and who were part of our CAPS family.”

The business was well known for its greeting cards, party, floristry, toys, stationery, and balloons offer in its huge warehouse and online where orders were shipped across the UK, Northern Ireland and the Republic.

Previously known as Broomco, CAPS had been run by Michelle and Paul – the brother of Ron Wood, founder of the former Birthdays retail chain – since they became directors in July 1997, and general manager John O’Boyle and buyer Nicolas Brooks were both with the company for 21 years until 2020.

Below: CAPS has entered voluntary administration after 27 years in business.

Above: The new Chartreuse is a blend of vivid green and electric yellow.

For the latest news visit PartyWorldwide.net

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IT’S POP

EXCLUSIVELY DISTRIBUTED IN EUROPE BY UNIQUE.

EVENTS BY BLOONS

EXCITING NEWS FROM UNIQUE PARTY!

We are thrilled to share some fantastic news with all our valued customers and partners: Unique Party is delighted to announce our partnership with the renowned industry leader and innovators in the decorator balloon market, TUFTEX Balloons!

TUFTEX is known for having the highest quality latex balloons on the market, as well as being the color trendsetters in the industry.

Our Vice President, Jim Cairns, is eagerly looking forward to collaborating with the entire TUFTEX team, including the owner, Allison, her sons Gage and Dominic, and daughter-in-law Meg. This partnership is set to be a game-changer in the decorator balloon category, with both companies aligning to build a strong, lasting and highly collaborative partnership.

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WHAT CAN YOU EXPECT FROM THIS EXCITING PARTNERSHIP?

IT’S POPPIN’ EVENTS

POP CHARLOTTE BALLOONS

CHARMING GARLANDS

EXTENSIVE COLOR AND SIZE SELECTION: At Unique Party, we understand that variety

is key when it comes to planning unforgettable events. With this partnership, we will be stocking TUFTEX products in all colors and sizes, providing you with a vast selection to choose from no matter your theme or occasion, we've got you covered!

EXCLUSIVE DISTRIBUTION: Unique Party is thrilled to be the exclusive distributor

for TUFTEX products within the UK and Europe to our retailors and wholesalers. It's our commitment to bringing you the most unique and high-quality party essentials.

We believe that this partnership will not only elevate our product offerings but also enhance your party planning experience. Together, we'll take celebrations to a whole new level!

LOONS

Stay tuned for exciting updates, new arrivals, and exclusive offers as we embark on this incredible journey with TUFTEX Balloons. At Unique Party, we're dedicated to making every moment memorable, and this partnership is just one more way we're fulfilling that promise.

Thank you for being part of the Unique Party family. We can't wait to celebrate with you, hand in hand with TUFTEX, for years to come.

For inquiries, orders, or to learn more about our upcoming products, please visit our website at www.favors.com/uk or contact our friendly customer service team at uksales@favors.com / eurosales@favors.com.

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COLUMNIST

Halloween is over. There is still lots of clean-up to do and shelves need to be restocked for the holidays, but data is trickling in about how successful Halloween was for independent stores. The conclusion? Not that great.

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

Halloween 2023: Let’s just move on A t the National Costumers Association, we survey our members each year right after Halloween and ask how things went.

This year 70% of respondents to our survey reported that sales of costumes and masks were “somewhat worse” or “much worse” in 2023 compared to 2022.

Why? An open-ended question in the survey asked store owners how they felt overall, and their responses provided some insight.

First, several store owners complained of shipping problems that delayed their stock arrival until October. That was probably an anecdotal problem more than an overall problem – the survey also

asked about stocking and only 21% of respondents said they received less than 75% of what they ordered. Nevertheless, this is a problem that lies with the vendors and, hopefully, can be fixed. During Covid we all understood that worldwide shipping was disrupted, but that’s passed now.

Another reason was the fact that Halloween fell on a Tuesday. Kids still want to trick or treat regardless of the day, but a mid-week Halloween definitely lessens the enthusiasm for adult parties... and those corresponding sales. Plus lastminute costume shoppers who had to work on Monday and Tuesday probably were less likely to get to the store.

Inflation was another problem

respondents cited – not necessarily inflation in the cost of their own products, but rather inflation on household necessities, which means buyers had less left over for costumes. This may have explained another problem stores reported: Everyone seemed to wait until the last two weeks of October to buy. Maybe they were holding their purses tightly until the last minute.

Finally, of course, lots of people complained about the ultimate bugaboo – Amazon and the big box stores. One respondent said Spirit Halloween opened FIVE stores in his town. Hard to compete against that, at least for shoppers who are spooked by inflation and seeking the cheapest possible costumes.

There were bright spots in the survey. Several respondents said they knew sales would dip after the pentup demand post-Covid evaporated, so they planned accordingly and stocked a bit less. Those respondents said Halloween lived up to – or rather “down to” – their diminished expectations.

And some respondents reported increased sales this year. About 9% said costume and mask sales were up this year; 12% said sales of accessories and make-up climbed; and 10% said costume rentals were up. Those numbers are not exactly amazing, but it’s good to know that some shops did well this year.

Halloween 2024 will fall on a Thursday night. Not a great night, but certainly better than Tuesday. If I remember my college days correctly – and they ended more than three decades ago – a lot of students considered Thursday night the beginning of the weekend. Let’s hope a lot of people feel that way in 2024 and Halloween is more lively than it was this year.

Below: 70% of NCA members surveyed said Halloween sales were somewhat worse or much worse in 2023 than in 2022.

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FOCUS ON: WORLD BOOK DAY

STRONG CHARACTERS

World Book Day is a key date in the dress-up calendar and the charity is now working more closely with partners and developing new relationships to support its purpose. PPE finds out more about the 2024 plans, and the recent partnership with Wonder.

W

orld Book Day was first created in 1995 by UNESCO, as a worldwide celebration of books and reading.

The first World Book Day took place in 1997, with the aim to change lives through a love of books and reading.

The annual celebration has gathered momentum over the past 28 years, but the charity’s purpose is the same now as it was in the beginning. Cassie Chadderton, chief executive of World Book Day, furthers: “We know World Book Day makes a difference, because children who take part in a World Book Day event are more likely to read books and to enjoy reading.”

Earlier this year, World Book Day announced the appointment of a new commercial partnerships manager, Maya Maraj, to reach and engage

companies who would like to join the annual celebrations. The appointment is part of World Book Day’s plans to work more closely with its partners to broaden opportunities, as well as developing new relationships.

Cassie explains: “Working with partners can help our message about the life-changing benefits of reading reach a wider range of families and children. Dress up is a well-known feature of World Book Day, so it presents a major opportunity.”

A key focus for Maya and the team at World Book Day, is to work

Facts and stats ■ Around 50 million £1 book tokens are given out to children on World Book Day each year.

■ Over two million £1 books are gifted in return.

■ One in five pupils receiving free school meals say the £1 book ‘bought’ with their £1 token was the first book of their own.

■ In 2023 over 400 independent booksellers took part in World Book Day. ■ World Book Day 2024 will take place on Thursday 7 March.

■ Over 4,000 retailers – from indies to high street retailers - participate and support the book token exchange.

with partners across a range of different sectors. The charity recently announced its partnership with Wonder. As part of the collaboration, Wonder will unveil a new collection of World Book Day themed costumes, which immortalise characters from classic fairytales, with a generous percentage of the proceeds contributing directly to the charity’s work.

Wonder will also offer schools and enthusiasts a range of print-on-demand party decorations and balloons, to transform any space into a booklover’s paradise. Wonder also holds a range of licences within the book category, meaning it is aligned with the charity to support the cause.

Wonder’s group licensing director, Mel Beer, comments: “We’re thrilled to be partnering with the charity World Book Day to ignite kids’ imaginations through dress up and role play, whilst enhancing their experience of reading nationwide.”

Cassie continues: “World Book Day welcomes Wonder as a licensee. Dressing up as books and characters to celebrate the joy of reading can help World Book Day to encourage even more children to experience the life-changing benefits of reading for pleasure. We’re delighted that Wonder are offering official licensed product, from dress up to celebration accessories to celebrate World Book Day, with donations from each sale supporting our charity’s work to change lives through a love of books and reading.”

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EXECUTIVE PROFILE

Elliott Peckett, director of Smiffys shares his thoughts on customer relationships, Halloween dreams and modelling wigs.

Left: Elliott Peckett

He who dares wins HOW LONG HAVE YOU BEEN AT THE COMPANY? If we are counting working during school holidays, then 40 years.

But full time, I’ve been working at Smiffys for 22 years, since 2001.

FAVOURITE PART OF YOUR JOB? Growing mutually beneficial trading relationships with our customers.

It sounds corny but it’s true – it’s the most rewarding thing about working for my family’s business.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

WHO IS THE UNSUNG HERO OF THE COMPANY?

Apart from designing some bestselling costumes (!) and modelling some of our wigs back in the day (!), it has to be being part of the team that got us through the Covid years.

I would have to nominate two people for this - Sharon Nichols and Leisha Warriner, both of whom do an incredible job in our product procurement team and we simply would not be the same business without them.

WHAT IS THE BIGGEST CHANGE WITHIN THE PARTY INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT? The evolution of sales channels has been the biggest change – from high street retailers in the early noughties, to dotcoms in the late noughties and now marketplaces, the latter really has totally disrupted retail and turned it on its head.

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN? Del Boy – “He who dares wins; he who doesn’t, don’t.”

BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE LAST YEAR? Always expect the unexpected.

IF YOU COULD CHANGE ONE THING ABOUT THE PARTY INDUSTRY, WHAT WOULD IT BE AND WHY? In an ideal world, I would ensure Halloween falls on a weekend every year.

IF YOU DIDN’T WORK IN THE PARTY INDUSTRY, WHAT INDUSTRY WOULD YOU WORK IN AND WHY? I’d work in foreign exchange or derivatives trading; I’ve always been fascinated by the finance industry and had my first job in the city.

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FOCUS ON... VALENTINE’S

A labour of love

A

s many consumers look to minimise spending due to the continuing cost-of-living crisis, suppliers are focussing on developing a range of price options for all occasions, and this is seen in their product offerings for Valentine’s Day 2024. It’s clear that events are still being celebrated despite economic pressures, so finding the right range of gifts and décor is key for retailers to maximise sales.

Sarah O’Hara, head of product development at Amscan, tells us: “The balloon is most definitely still the ultimate hero product from Amscan’s categories for the Valentine’s season.

With plenty of styles and versatility, the foil balloon can offer multiple communication options to celebrate this season of love.

“Whether you’re tying the classic red heart balloon to that super special ring box, sending Airloonz teddies to your children, or creating mega installations to celebrate all variations of love for the whole of the month, there is something for everyone, for every price point, for every idea.

“We would certainly recommend exploring our wide range of balloons online, from

classic colours and phrases, to more trend led patterns and prints, the gesture of giving balloons to celebrate love and joy, is most definitely one to stay, and certainly one we’re here for.”

Jonathan Grassi, managing director of Grabo, agrees: “Valentine’s Day is the most romantic day of the year,

Despite the cost-ofliving crisis this year, Valentine’s Day boosted retail sales in February, according to the British Retail Consortium, with strong sales of gifts during the month. With consumers seemingly finding ways to express their love regardless of the economic environment, PPE finds out what suppliers have in store for the occasion next year.

Left: Grabo has a range of heart-shaped balloons and love-filled slogans to offer for Valentine’s Day. Below left: The new Love is in the Air range from Hootyballoo was designed with Valentine’s Day in mind.

Bottom left: The Suitmeister Love Suit from Opposuits certainly makes feelings of love clear.

Bottom right: Pioneer Europe has a wide range of designs to say I love you this Valentine’s Day.

and what makes it even more special is balloons. Make this day unique by giving a loved one a beautiful balloon bouquet or a heart with a message of love. Grabo Balloons has everything for you, don’t miss the chance to show your love.”

With such a wide range of balloons now available, suppliers are ensuring there is something to suit all consumer tastes for Valentine’s Day. Anna Hickman, product manager at Pioneer Europe, expands: “We are thrilled to unveil our latest Valentine’s collection, filled with a diverse array of different tastes and styles.

“Whether you prefer a classic romance or a modern flair, our 2024 collection has something for everyone, ensuring that every celebration is as unique as the love it represents.”

Find out what the latest love-filled products launching for Valentine’s Day 2024 are over the page.

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FOCUS ON... VALENTINE’S

PRODUCTS

Sempertex’s new shade of Merlot and Imperial Red are perfect for Valentine’s season. Incorporate with other tones in the same palette for a sophisticated look, or mix with any number of colours.

For next Valentine’s Day Opposuits has introduced its new Suitmeister Love Suit.

Besides Valentine’s Day the suit is ideal for any other occasion involving love such as stag parties and anniversaries.

The 21” Valentine’s Waffle Cone and 18” Sweet Valentine’s foils from Pioneer celebrate the sweetness of love with delectable designs certain to add a dash of charm to any Valentine’s event.

Annually the hero product for Amscan, the Sitting Bear Air-filled balloon is already proving popular on pre-orders. Ideal for celebration anyone, of any age, this is a classic gift style balloon in itself.

Surprise a loved one with something from Hootyballoo’s Be My Valentine collection.

A pinata, balloons and banners are all available to decorate under Hootyballoo’s Be My Valentine range.

The Groovy Daisies range is new from Pioneer Europe this year.

Pioneer Europe’s 18” Stuffing Balloons with hand written hearts and ditsy daisies elevate balloon arrangements with an extra element of surprise and creativity.

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FOCUS ON... VALENTINE’S

PRODUCTS Say I love you with Amscan’s red jumbo 31” heart foil balloon, with accompanying tissue tassel. Ideal for adding to a bouquet or a great retail solution to upsell with a gift in the confectionery or floristry department.

The Special Plain Latex Assortment with SuperAgate Balloons from Pioneer Europe introduces a unique assortment of plain latex balloons, including the SuperAgate balloons, offering stylish options for any celebration.

The Love is in the Air range from Hootyballoo features these food picks to add a touch of love to any spread.

Standing at 139cm tall, the Airlooz from Amscan are ideal for celebrating this Galentine’s or Valentine’s. What’s more, that are air-filled, so they’re easy to pre-purchase and keep under wraps until the big day.

Go green instead of red this Valentine’s Day with Amscan’s sustainable tableware options.

With plenty of colours suiting the tone of this occasion across playful pinks and pastels, options include marshmallow, coconut, bubblegum pink, lavender, fiesta and charcoal.

The 18” Valentine’s Groovy Daisies from Pioneer Europe coordinates perfectly with the 14” Retro Daisy foil shape. A vibrant and playful addition to the collection, perfect for those who appreciate a touch of whimsy in their celebrations.

The Be My Valentine collection from Hootyballoo features a range of décor and partyware for the perfect love filled event.

To complement the stuffing balloons experience, Qualatex offers the Puff n Stuff machine, a tool designed to simplify the process of placing gifts inside balloons.

Hootyballoo’s Love is in the Air balloon with tassel is ideal for Valentine’s Day or at weddings, birthdays, or just because.

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FOCUS ON: CARNIVAL

From 9 to 14 February, 2024, consumers worldwide will be getting aboard their carnival floats to celebrate the annual event. Carnival falls earlier than usual this year and is being celebrated amidst a cost-of-living crisis. PPE finds out what suppliers expectations are and what they have in store for 2024.

A

s with many celebrations and events at present, the cost-of-living crisis is a key concern when planning for Carnival 2024. Sergio Battaner, sales and marketing director of Palmer Agencies, explains: “2024 brings a few challenges to the ever so important Carnival season in the continent.

First, Carnival falls really early this year, making Valentine’s Day another part of Carnival.

“Also, the cost-ofliving crisis, at the other side of a cold winter, will result in disposable income being highly curtailed by heating bills, Christmas and credit card payments. Hence consumers will resort to colourful accessories but part of groups, where one theme or colour becomes the main characteristic in this dress-up season.”

While costume trends may vary

Above: Despite falling earlier in the year than usual in 2024, suppliers are expecting Carnival to be a success.

Left: The Discoballer suit from Opposuits is the perfect outfit for Carnival.

from the norm though, Sergio expects the celebration to be as big as ever: “From Cadiz to Venice, from Rio to Bavaria, Carnival, Fasching, Mardi Gras, or whatever name you want to give it, is always a group event where choral efforts dressing up as clusters are cherished and applauded.

Yes, maybe the individual effort on dressing up is diluted, but the strength of a legion of people, old and young, dressed in the same way, makes a very imposing visual.”

Despite the challenges, many have seen strong demand in pre-sales. Fran Hales, Rubies head of portfolio and marketing, comments: “At Rubies, we have seen exceptional pre-sales and an enthusiastic response from our customers indicating their eagerness to make a statement at Carnival.

Above: Boland is expecting shell suits to be a big trend again at Carnival 2024.

Our range of extravagant costumes and accessories are designed to enhance the Carnival experience, allowing individuals to express their unique style, get into dress-up as their favourite character and embrace the festive spirit.

“As we look ahead to Carnival 2024, our anticipation and excitement are at an all-time high. Carnival has always been a celebration brimming with vibrancy, creativity, and cultural richness. After a challenging couple of years, we are thrilled to see the return of this beloved event.”

Another supplier seeing strong demand is Smiffys. Dominique Peckett, director, outlines: “We’re looking forward to a successful Carnival season

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FOCUS ON: CARNIVAL

for 2024. Pre-sales are looking strong with orders meeting last year’s sales.

With the Carnival dates falling early this year, we are seeing customers placing their orders earlier to ensure they have the right stock.

“Overall we’re optimistic heading into Carnival 2024, and are looking forward to catching up with our European customers ahead of the season at Spielwarenmesse in February.”

Amscan has seen strong pre-sales across Europe. Jimena Majer, product manager – European costume, explains: “For Carnival 2024, we are expecting to have a bombastic season, as now Amscan has products for everyone’s requirements, for all countries around Europe.”

Demand is spreading into more territories for Rubies this year. Fran tells us: “Territories such as the United Kingdom, Italy, Spain, Greece, France and Germany have shown strong demand for our Carnivalinspired products. However, we are also witnessing a growing interest and participation from global communities as Carnival continues to captivate people worldwide.”

Heritage licences are expected to continue to be strong for Carnival.

Edwin Klein, key account manager at Opposuits says: “Carnival 2023 was a fantastic season and we hope this sales trend will continue. We do think that the post-Covid ‘catch-up’ season has now ended with things going somewhat back to normal. In recent Halloween sales statistics, we have seen that our

new onesies category is doing preferences this time. Mark Brett, extremely well, both in the party sole UK agent for Boland, furthers: and fashion sectors.

“For the coming Carnival season, “We had limited stock of our we expect that the shell suits will Nintendo, Pokemon and continue to be a big hit, like last Sesame Street onesies for year. It is a funny and easy Halloween and everything way to dress up and is very was sold out fairly convenient because of the quickly. For Carnival zipped pockets and different season, we have plenty sizes and colours. of stock coming in given “On the one hand, the high expectations, there seems to be a rise so we like to think that in exuberance, with outside of our successful partygoers opting for eyesuits business, sales will catching costumes and matching be very strong also for our accessories. And on the other licensed onesies.” hand, we also see a growing Amscan also expects popularity of budget-friendly onesies to be a hit. Jimena accessory sets. These offer a says: “We have identified so quick and convenient way to many trends over the past dress up without compromising few years and have expanded on style.”

Above: The bright colours of our ranges accordingly. One Opposuits’ Harleking suit will Others also expect the example being the Amscan stand out in the Carnival crowd. economic pressures to Below: Amscan has a wide range somewhat change trends Animal Onesies Collection for kids and adults, which is of costumes ideal for Carnival. this year. Fran expands: “We one of the most popular costume styles anticipate key trends for Carnival 2024 during Carnival; some of the special to include favourite characters from features are the teddy bear effect and the TV and film such as Spidey and His print on felt faces, which makes them Amazing Friends, and a rise in accessory very eye catching. sets as consumers look to ‘build their “We also expanded our existing best own’ or adapt an exiting costume, sellers lines by adding new fun styles making it totally unique.” such as lady bugs and lady bees, shell Dominique agrees: “As seen across the suits and much more. Furthermore, our market, accessories have been popular licensed portfolio has increased this for Carnival this year, as well as makeseason as well, featuring new costumes up. Our licensed costume range is also such as Harry Potter, Pokemon, GID seeing strong sales for this season.”

Paw Patrol and My Little Pony.”

For the latest costumes and accessories Boland has seen a split in customer for Carnival, simply turn the page.

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FOCUS ON: CARNIVAL

PRODUCTS The Pinocchio & Friends series launched in 2022 and has seen success ever since. The new style of animation has breathed new life into the classic character. Smiffy’s Pinocchio costume for Q1 2024 features the iconic dungarees and character mask – a perfect style for Carnival 2024.

Palmer Agencies’ OK and Pointer costumes are a fun costume for couples.

The colour insert includes male and female hand emoji tunics in one bag.

New for Carnival, Amscan’s Harry Potter costume range includes cloaks and wands to mix and match with your everyday wardrobe, through to full outfits from the entire magical world. There are also couple and group costume ideas.

Opposuits’ Discoballer suit is perfect to add some glamour to Carnival.

Smiffys new range of animal capes are perfect for Carnival. The easy to wear, plush animal capes can be thrown over clothing to create an instant costume. Featuring styles for both children and adults, the animal capes add an element of fun to any occasion.

As Carnival falls over Valentine’s Day this year, Palmer Agencies’ King & Queen of Hearts costumes may be the ideal look. Printed at the front and back, the costumes feature one King Tunic Costume and one Queen Tunic Costume.

Within the Suitmeister range, Opposuits has added the Harleking suit – ideal on its own, or with accessories to make a clown outfit. All suits are machine washable, so no need to worry about the make-up.

Boland’s Shell Suit Disco design is available in male and female options, making it ideal for couple or group costumes at Carnival.

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FOCUS ON: MASKS AND ACCESSORIES

As budgets are continuously squeezed, consumers are looking for ways to celebrate events while keeping a tight hold on purse strings, meaning masks and accessories is a growing category, offering a low cost dress up option.

PPE finds out how the sector is growing and what the latest product innovation is.

Left: Palmer Agencies says masks have been the star category of 2023.

this sector for the past year. Customers are getting creative with their costumes, using accessories as a base to dress up their own clothes. A tactic always used by students, this style of fancy dress is spreading across the board as we all notice the pinch with the cost of living increasing.

“This Halloween season, accessories were amongst our top selling lines.

Masks allow customers to dress up as iconic characters. With their instantly recognisable faces, customers can then utilise their own clothes to recreate the rest of the look.

“This sector also opens up opportunities with events that aren’t costume based. Novelty glasses, embellished hats and colourful wigs add a fun element to parties, nights out and photobooths, especially as we head into the festive season.”

Amscan also placed an emphasis on the category for Halloween.

Sophie Greenbank, product manager – costume, outlines: “For Halloween

A

s an alternative to buying a whole new costume, masks and accessories offer consumers the option to either update an existing costume, or to create their own, often at a lower cost. As a result of the cost-of-living crisis, the sector is gaining popularity for these reasons and offers retailers a way to entice even those customers who are curtailing discretionary spending.

Sergio Battaner, sales and marketing director at Palmer Agencies tells us: “Masks has been the real star category in the party industry this year.

“The incredible demand for Halloween staples like Myers or Ghost Face was outstanding and all retail outlets who stocked them have reported a complete sellout, particularly in any Ghost Face related merchandise.

Right: Opposuits has recently entered the accessories sector with its new tie collection.

“Masks have shown as a very useful option when supplying consumers with merchandise during this cost-of-living episode. Masks offer a really suitable alternative that young consumers can afford, and it gives that WOW factor, allowing them to become the character they want to be for the occasion.

“Ghost Face proved the best seller in the past Halloween season and, with more films coming up in this saga, we can only predict its relevance will continue to be central to Halloween and even Carnival in 2024.”

Dominique Peckett, director at Smiffys adds: “Accessories are on the up for us at Smiffys, and sales have been increasing in

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FOCUS ON: MASKS AND ACCESSORIES

Above and above right: Smiffys masks can create a new character when coupled with normal clothes, making for a cost effective dress up option.

2023, we really made a focused effort on extending our accessories offer for both adults and children, in order to ensure we were providing options for all customers to dress up and enjoy Halloween. Whether that be through creating a full ensemble through multiple mix and match accessories combined, or adding individual pieces such as a cape or mask to a pre-owned costume or fashion clothing, everyone can celebrate Halloween with Amscan.

“Due to the cost-of-living challenges, we felt it was even more important than ever this year, to extend our accessories range to enable customers to do just that should they not wish to purchase a full pre-packed costume, and the sales have strongly supported this development decision.

“Whilst this was seasonal specific, we have seen a continued key trend in consumers wanting to customise their costume personal to them, so offering different accessory product choices can help achieve this effectively. We are therefore continuing this within our everyday assortment for 2024.”

Rubies has seen similar patterns.

Fran Hales, head of portfolio and marketing, comments: “In the midst of the current cost-of-living crisis, the mask and dress-up accessory sector has been experiencing interesting trends and shifts in consumer behaviour. We have noticed a significant increase in sales as more individuals are opting for accessories and masks to update their existing costumes, rather than purchasing entirely new outfits.

Above: The Ghost Face masks from Palmer Agencies sold out for many retailers this Halloween.

Below: Smiffys offers a range of accessories which open up new opportunities outside of dress up.

“This shift can be attributed to consumers looking for cost-effective ways to enjoy the fun and excitement of dressing up, while still being mindful of their budget. Lower priced items, such as masks and add-on accessories, have become key in enticing sales. People are finding creative ways to elevate their costumes using these accessories, bringing a fresh and distinctive touch to their looks.

“Our commitment to providing affordable accessories ensures that customers can easily update and enhance their costumes without breaking the bank. We look forward to continuing to support the evolving needs of dressup enthusiasts and being a part of their imaginative journey.”

Similar trends have been seen across Europe. Mark Brett, sole UK agent for Boland, explains: “What is very evident throughout Europe, is that where the cost-of-living issues have created budget pressures on many, they have moved from buying complete outfits to buying accessories such as masks and wigs.

Cost of living aside, there has been a big movement over the last five years towards buying themed accessories as opposed to full costumes as it gives a lot more flexibility to the consumers. We can only see the market growing in the coming years.”

Boland has also seen increased demand for masks in particular. Mark says: “Masks are a very significant sector within dress up and are very much a growing market. The mask, alongside wigs, is the most significant part of dress up ranges. The mask immediately changes the look and personality of the wearer. Nothing else in dress up has this immediate impact.”

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FOCUS ON: MASKS AND ACCESSORIES

PRODUCTS

Get ready for some thrilling adventures with the Gangsta Granny Accessory Set from Rubies, inspired by the World of Walliams’ beloved character. This set includes a Granny wig, a detailed mask, and a prop sack. Rubies also has two other costumes available to forward order today, featuring the mostloved characters from World of Walliams, Fing and Spaceboy.

Whether you’re attending a magical themed party, having an enchanting night out or celebrating carnival, the fortune teller mask from Boland adds instant flair and originality to an outfit.

Smiffys’ new, embellished animal headbands in a pastel pink with rose gold details are the perfect dress up accessory. Add a tulle dress to the bunny and deer ears for the perfect party look.

Palmer Agencies is offering a range of masks based on the Scary Movie film.

Opposuits has launched a new ties category which fits within the accessory sector.

Licensed styles are available for Christmas and year-round with the likes of Elf, Spongebob, South Park, DC Comics, and Pokemon.

Step into the extravagant world of Joe Spud with the Billionaire Boy Accessory Set from Rubies, inspired by the delightful David Walliams’ book. This set includes iconic accessories such as the Billionaire Boy glasses, a chain with a detachable toilet roll, and cash and check accessories, bringing the story to life.

This tough spartan mask from Boland transforms anyone into a battle-hardened Greek warrior who could have stepped right out of a movie.

The bronze face mask is the perfect accessory for strong men who want to let out their inner spartan during Carnival or fancy dress parties.

There are a range of Ghost Face masks available from Palmer Agencies, including this one with shroud from Scream VI.

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World Book Day costumes; with donations from each sale, supporting the charity’s work to change lives through a love of books and reading.

Celebrate with World Book Day March 7th, 2024

Find out more at worldbookday.com

PART OF Amscan International UK

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