Progressive Party Europe Sept/Oct 16 by Max Publishing: Print, Digital Media + Events (London)

Sept/Oct 2016

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Introductory

Party Offer

Order £249 worth of new partyware range from Pioneer Europe Ltd. and receive a Free Spinner!* The spinner has four sides to neatly display your favourite four licensed ranges and is designed to fit 6 key product categories (plates, cups, napkins, tablecovers, party bags, and birthday banners). Offer your customers the most popular licensed partyware ranges, such as Frozen, Star Wars, Disney Princess, Avengers, Spiderman, Minions, and more including this summer’s blockbuster, Finding Dory! *Quote FREESPIN to qualify. Subject to availability. Available to customers in England, Scotland, and Wales.

Contact Pioneer Europe Ltd. on 01279 501 090 or 0800 28 12 15 (UK Freephone) or email pelorder@qualatex.com

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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

Welcome to the Party Well it’s very nearly here. The children are well and truly back at school, the darker nights are slowly but surely drawing in and bikinis are being swopped for umbrellas as the temperature dips dramatically. As lovely as all of this is, it means just one thing and one thing only to the dedicated party retailer; it’s almost Halloween! With shops focusing on the horror-themed holiday even Inset: Progressive Party Europe’s Rob Willis and Jacqui Parr. earlier this year, it’s becoming easier than ever to draw consumers into the Halloween hype. “This is our fifth Halloween in the store, and we’ve seen trade get busier and busier each year,” said Catherine Bartholomew, manager of Jesters Fancy Dress in Portsmouth. “We already have all our stock in, and a few customers have started to think about it early. We had some people asking about it in August! We’re anticipating selling lots of clown costumes and zombie make-up.” Catherine isn’t the only person to be hotly tipping clowns and circus-themed costumes and make-up for this year, with many in the industry naming them as the top trend for this year as retailers across the board stock up on creepy masks and satin suits. However, whether or not the trend will continue to follow the same trajectory may be in doubt, following the recent spate of ‘Killer Clown’ sightings. As ever, the UK and European party trade is just a step or two behind the US, and that’s apparently true for our costume-loving criminals as well. The ‘Killer Clowns’ first cropped up in Carolina with at least four reports of a person dressed as a clown, offering children sweets and trying to get them to follow it into the woods. After that, the clowns just kept on coming, and as the strange craze spread from the US to the UK and beyond the stories got stranger and stranger. Some are simply dressing up like clowns and trying to scare and intimidate people, while others take it further and are carrying weapons such as knives and bats, displaying genuinely threatening behaviour. Bizarrely, this isn’t a new craze – a town in France actually banned clown costumes for this reason a few years ago. Back in the UK, police have issued warnings, saying that those dressing up as clowns may be committing public order offences. A number of arrests have already been made and in some areas of the country, forces have stepped up high-visibility patrols in order to allay people’s fears. Normally, such a big news story featuring costume is good news for the party industry as consumers leap to copy the craze, but it’s also possible that the negative attention being given to clowns might lead to retailers being left with an abundance of red noses and comedy wigs once Halloween is over, as people become wary of associating themselves with the look for fear of repercussions. Happily, there are hundreds of other Halloween options to choose from, and we’ve bought you a round-up of the very latest and most exciting in this pre-Halloween special. Get your orders in quickly! Also in this issue, we’ve considered the importance of décor in the party industry, particularly where themed parties are concerned, with a run-down of the latest fashions and trends in that market on page 43. An in-depth look at the French party market saw us speaking to a number of experts from the other side of the Channel about their unique celebrations and traditions – you can read more about how the French like to party on page 40. Our annual look at the licensing industry on page 27 takes us through everything from big movie franchises to kids TV favourites, as in such a fast-moving industry there’s always something new and exciting on the scene. We’ve also taken a look at the market for comedy costumes on page 56; an enduring classic and always popular for group nights out and big events. And we promise there isn’t a clown in sight! Happy Halloween Jacqui Parr – Editor @Prog_Party_Eu

Rob Willis – Publisher, Progressive Party Europe

SEPTEMBER/OCTOBER 2016 PROGRESSIVE PARTY EUROPE

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Your One Stop

Christmas Shop

Get r ea for th dy e festiv e seaso n!

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CONTENTS

What’s inside: SEPT/OCT 2016

56 NEWS

Read all about it – it’s the round up from the last month in the party world.

THE JESTER

How to survive at retail during Halloween.

BAPIA

John Bowler shares words of party wisdom.

NEW PRODUCTS

Brand new and twice as exciting.

EUROPEAN NEW PRODUCTS

New lines from across Europe.

CHARACTER CRAZY

A look at the licensing portfolio for party.

07 17 19 23 25 27

31 35 40 43 49 56 60

LICENSED TO PARTY

The latest in licensed party product.

FEEDBACK

Retailers share their stories of trying something new..

COUNTRY FOCUS: FRANCE

Celebrating the French take on party.

SETTING THE SCENE

The importance of decor within the party trade.

THE HORROR SHOW

Halloween’s most exciting new products for the 2016 market.

FUNNY BUSINESS

Comedy costumes and novelty lines.

BEST SELLERS

Retailers share tales from the tills.

SEPTEMBER/OCTOBER 2016 PROGRESSIVE PARTY EUROPE

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Your One Stop Halloween Shop Family Friendly

Day of the Dead

Sinister Surgery

Zombies

Creepy Carnevil

Orange & Black

ll ! i t s s rder ’ e er to o h T e tim

See our full collection of partyware, balloons & costumes on our website!

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NEWS PAGE

NEWS UPDATE

Halloween 2016 Set To be A Thriller! The last few years have seen the UK Halloween spend rise significantly, jumping from £240m in 2014 to £300m in 2015. That trend is expected to carry on in 2016 as we continue to mirror the growth seen across the US market.

The rise of Halloween as a legitimate event in the UK has been swift in recent years, partly as a result of the globalising force of the internet. According to the National Retail Federation’s annual survey, total US spending for Halloween 2016 is expected to reach $8.4 billion, an all-time high in the survey’s 11-year history, rising from $6.9 billion in 2015. Historically, the UK market

grows in line with the US, and this year looks to be no different. There's no doubt that Halloween has now firmly established itself as a key occasion in the UK retail calendar, with 29% of UK consumers planning to buy Halloween-related retail goods, according to a recent Verdict consumer survey. That figure rises to 44% for parents, demonstrating the importance of children's

Halloween Spending Trends T 2014: Costumes £148m, food and drink £132m, decorations £92m. T 2015: Costumes £155m, food and drink £134m, decorations £97m.

All Change For Costume Cabin The timing is perfect for the people of Rugby, who will be pleased to hear there’s a new fancy dress shop in town as Halloween approaches. Previously based in local village Bilton – where it has been for the last four years – The Costume Cabin has now relocated to the main high street, where it hopes to capitalise on the larger footfall and passing trade. Owner Tracie Gibson said: “We’ve not felt isolated in Bilton but we have noticed that people the other side of town don’t really come to us. By moving into a central location we will bring in more business from all over Rugby.” Tracie runs the business alongside her son Aaron Gibson and their family friend Sophie Pulley. Below: Tracie Gibson (centre) pictured with Helen Newton, David Baldwin, Dave Newton and Lilian Baldwin.

product in the marketplace. Over a third of women intend to shop for Halloween product, with 36% planning to make a purchase, compared to just 23% of men. However, men are likely to splash more cash, expecting to spend around £48 on Halloween, £20 more than their female counterparts. Unsurprisingly, fancy dress is one of the most popular Halloween purchases, with 55% of those making Halloween purchases buying costumes or accessories (this rises to 62% among female shoppers, and 63% among parents). As ever, grocers and discounters will continue to capitalise on the lucrative Halloween business, with the supermarkets proving especially popular among 25 - 44 yr-old family shoppers.

Halloween is expected to be big business at retail this year.

Big Business T £283 million: total spend on Halloween-based products in the UK in 2015. T $8.4 billion: total Halloween consumer spending in the US expected for 2016. T 3 million: number of pumpkins Tesco expects to sell this Halloween.

Manchester To Hold UK's First Halloween Festival

Licensing Win For Rubie's Last month's glamorous Licensing Awards were the biggest ever, bringing together the great and the good from right across the industry. Following a closely-fought contest, Rubie's Masquerade was delighted to take home the award for Best Licensed Dress-Up or Partyware Range, for its DC Super Heroes Range for Sainsbury’s. The Walt Disney Company's senior vice president and general manager for retail, Mike Stagg, presented the award to Rubie's head of licensing and marketing, Tracey Devine, who said she was; “overwhelmed and very proud!” to be receiving the accolade. The Licensing Awards celebrate the achievements of all aspects of the industry from retailers to products, licensed properties to marketing expertise. A record-breaking 1,500 retailers, licensees, licensors and suppliers attended the event, hosted by comedian Tim Vine. Top: (l – r) Tim Vine, Tracey Devine (Rubie’s) and Mike Stagg (Disney).

The first ever city-wide Halloween festival will see the centre of Manchester undergo a spooky transformation with a giant spider, a zombie walk and various other attractions. Visitors will find the town hall, Harvey Nichols, Manchester Arndale, House of Fraser and Selfridges lit up like a scene from a horror movie, while pumpkins will line the streets and creepy cemetery gates will be installed, all aiming to draw visitors into the city centre. From immersive family friendly adventures to ghost walking tours and

a Halloween costume and zombie walk, spine-tingling activities will be available for everyone throughout the event, which takes place between October 24 and 31. The plans are the brainchild of the city centre’s business improvement district, the Heart of Manchester BID, which works with city centre shops to improve footfall. Manager Phil Schulze said: “Halloween has grown exponentially in recent years, presenting a major opportunity for us to produce a city-wide celebration unlike anything anywhere else in the UK.”

Tesco Trials New Look Party Following more than two years in development, a completely new look greeting card department – including dedicated party and giftwrap sections – has been unveiled in selected Tesco stores. The mammoth project has been integrated into 19 Tesco stores, bringing a ‘boutique’ style with bays and feature tables to entice consumers. The new fixtures will offer wider aisles, creating a more pleasurable browsing experience. The new look has been developed in a number of different formats so that it has the potential to be rolled out throughout the Tesco estate. Right: The first phase trial will see the retail concept introduced into a number of different stores.

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New Party & Balloon ranges available to order now! DC Super Hero Girls

Trolls C

Paw Patrol

Tsum Tsum See our full collection of partyware, balloons & costumes on our website! TEL: +44 (0)1908 288 500 E-MAIL: sales@amscan-uk.co.uk WEB: www.amscan.co.uk ©Amscan 2016, ©Anagram 2016 All rights reserved

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PARTY NEWS

Bad News For Balloons Canterbury City Council is the latest to join the list of local authorities to ban balloon releases, following in the footsteps of more than 20 councils which have already imposed similar bans. Councils inlcuding Oxford, Brighton, Cornwall, Cardiff, Belfast, Ipswich, Portsmouth, Swindon, Suffolk, Plymouth and Shetland are all leading the way in banning releases from council-owned land such as parks and open spaces, citing concerns as danger to wildlife and littering. Anyone found to be breaching Canterbury City Council's order could face a £100 fine. Significantly, balloon release crackdown powers have already been used twice by Worcester City Council. Details have not been anounced, but in both

cases the groups affected agreed to toe the line, rather than face the prospect of a £70 fine or even prosecution. The RSPCA and Civil Aviation Authority have both previously spoken out against releasing balloons and lanterns, while the European Balloon & Party Council said; “The EBPC does not encourage or promote balloon releases, accepting that balloons used for this purpose cause litter to a certain degree. However, neither the EBPC nor DEFRA have found evidence that balloon debris is a major hazard to marine or land animals and birds.” The body, which represents balloon companies across Europe, wants council chiefs to think again about classing all balloon releases as littering, insisting many of the

Balloon releases remain under threat.

environmental concerns and risks to wildlife are overblown. “It is really important that we work hard as an industry to create a more positive image of balloons,” said BAPIA's John Bowler. “The EBPC is investing

Party Shop Goes Out With A Bang

Above: Each store is unique, making the shopping experience as much fun as possible.

Halloween PopUp Expansion Seasonal pop-up retailer Halloween HQ is making its mark right across the UK this year, with an impressive expansion taking the store into shopping centres and high streets right across the country. Opening for the weeks leading up to 31 October, Halloween HQ – which started life in 2012 as an Ireland-only venture – has dramatically expanded its reach for 2016, with 38 UK stores. This year, the Halloween specialist will be setting out its stall in a number of brand new locations, including Bluewater, Blackpool and Cardiff. The pop-up stores have proved to be hugely successful in previous years, featuring an extensive selection of Halloween costumes, decorations and accessories for both children and adults.

Local Albury institution Spiders Costume and Party Shop will be closing its doors on October 31, 2016, following almost four decades in business. Marking the end of the company she has run for the past 33 years, owner Glenys Gibbon chose Halloween to be the last day of trading for the popular store. “Our last day of trade will be Halloween and it will be one hell of a shindig!”

said Glenys, who took over Spiders Discount Warehouse in 1983, along with her late husband Peter. Glenys and Peter – who became known locally as Mr and Mrs Spider – added costume hire to the business during 1985, along with singing telegrams in the late 80s. The store was at its busiest only recently, selling fireworks in the two weeks leading up to the Queen’s birthday celebrations in 2012. “We’ve always had very good staff – like Robyn Reeves who has been with us for 18 years – and that has been the thing that set us apart,” Glenys said. “It is the end of an era.” Left: Owner Glenys Gibbon will mark the end of an era when Spiders Costume and Party Shop closes on October 31.

Coffee Call With Halloween and Christmas just around the corner Party Wholesalers has launched an unmissable marketing promotion for the month of October. In addition to a number of great offers and new products, all retailers will receive a free digital coffee maker with purchases over £355. Visit www.partywholesalers. net for more information and to place orders.

in research to fight the claims that are made, but we can all do our bit if we adhere to the Code of Best Practice.” The code can be found online at: www.bapiaonline. com/EBPC-best-practice

Pam's Gets Personal Party experts Pam’s is launching a range of personalised items which will be printed in-house. A number of personalised banners will be the first items to be introduced, featuring a menagerie of stylish and milestone backgrounds to choose from. Sashes and ribbon – ideal for hen parties, baby showers and corporate events – will be next for the personalisation treatment, with badges and posters set to follow suit. “We are hoping to have the banners up and running during the month of October,” said sales director Carl Taylor. “We're delighted to be able to offer this new service, as the personalised items will bring a whole new customer base for our retailers to enjoy.”

Stars And Stripes Everything’s bigger in Texas! The Texas Rangers showed their love for Independence Day back in July when they hit the road wearing these patriotic Stars & Stripes OppoSuits. The suits are listed on the American website www. shinesty.com as being big, bold and 'three-pieces of American freedom incarnate'. Right: Looking good fellas!

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PARTY NEWS

Halloween & Party Expo Announces Packed Line-Up for 2017 Show

As the Halloween season kicks into high-gear, US trade show Halloween & Party Expo has announced strong exhibitor support for the 2017 show, held from 14 – 17 January, 2017 at the Ernest N. Morial Convention Center in New Orleans. The event, known for being the most comprehensive in the party industry, continues to raise the bar with the selection of product and services for Halloween, haunt and party industries. The 2017 event, which recently appointed Progressive Party Europe as its international media partner, is set to welcome back leading suppliers including Creative Converting, Beistle and Unique Industries. “As the industry continues to evolve, it’s important for Creative Converting to be part of where our buyers are and where the industry at large gathers,” said Andy Romjue of

New Faces It's all change at Bristol Novelty as the party expert would like to say a big thank you and goodbye to Alan Gazzard, who retired as finance manager in August this year, while welcoming his replacement, Jana Davenport. “It’s been a steep learning curve but I have plenty of support from Alan and the finance team, making sure the handover has gone as smoothly as possible,” Jana commented. “It’s great working for a well-established business like Bristol Novelty but more importantly, having Rubie's UK as our parent company gives us even more scope to improve the financial profitability of both businesses.” Below: Jana Davenport, finance manager, Bristol Novelty

Creative Converting. “Halloween & Party Expo is the perfect platform for our team to reach new accounts, and meet face-toface with our current buyers.” A number of new exhibitors will be showcasing their portfolios at this year’s event, including Gloworks, I Love FX Makeup, Horrornaments, Wild Ideas and Kurt Adler. These companies join 350 exhibitors showcasing hundreds of the newest products and trends for the industry. “We pride ourselves on being a comprehensive resource for the Halloween and Party industries,” said Mike Carlucci, svp of Specialty Shows for organiser Urban Expositions. “Our buyers are

looking for a one-stop Halloween experience and diversity of the products we have this year will allow them to find new and unique products that will help set them apart from their competition.” To view the complete exhibitor line-up and further event details including how to register to attend, please visit halloweenpartyexpo.com.

Below: Scares galore at H&P Expo.

Pop Culture To Dominate Halloween 2016 Trends If the UK party market follows the same fashions and trends at the US, then we can expect to see a whole lot of comic book inspiration for this year's Halloween costumes. The US National Retail Foundation released its annual survey of most popular costumes for Halloween, and Batman characters are top for 18 to 34-year-olds this year. According to the survey, about 9% of millennials will be either donning a batcape or getting in character as one of the destructive pop-punk duo Joker and Harley Quinn. Harley Quinn, in particular, is one of the most requested Halloween costumes for women this year. US retailers have already said they’re having trouble keeping Harley Quinn costumes, wigs, and accessories on the shelves. “At least once a day we’re selling Harley Quinn costumes, and it’s not even October yet,” said Riley Walsh, a sales associate at New York Costumers.

H&P Expo Teams Up With ScareLA A new collaborative relationship has been annouced between leading trade and consumer events H&P Expo and ScareLA. The two events will share industry insight and join forces on content development for their respective shows, in order to bring growth, innovation, unique experiences and even better value to their respective audiences. “We are excited to work more closely with ScareLA to bring more content and features to Halloween & Party Expo that reflect consumer and professional trends in haunt and Halloween,” commented Mike Carlucci, svp of Specialty Shows for H&P Expo organiser Urban Expositions. “We continually look for new opportunities that align with our goal of being the most comprehensive event for the business to business Halloween community, and the partnership with ScareLA is a perfect example of that.”

BAPIA Bits Business advice is always welcome in the balloon industry, and BAPIA has issued a number of solutions to those alltoo-common corporate problems. While many balloon artists strive to get corporate work, one of the problems that seems to go hand-inhand with working for corporate clients is the issue of late payments. A survey of small and medium businesses in the UK found that almost a quarter experienced late payment of invoices. BAPIA suggests the following steps to tackle late payments. Make sure that your invoices have all the

necessary information, preventing customers from using this as an excuse for late payment. Using e-invoices is also a great way to speed up the payment process. Below: Corporate balloon décor can be big business.

Did You Know? That the national minimum wage is set to rise in October 2016? There are different rates for different categories and all employers must make sure that they have systems in place to pay the correct rate per category. The national living wage for workers aged 25 and over took effect on 1 April 2016.

Top: Rubie's Harley Quinn costume is likely to be a big hit.

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PARTY NEWS

New BAPIA Benefit

The Great Balloon Rhino Project During the week of 8 -14, August 2016 balloon professionals from all over the world came together to create and install a variety of Rhino balloon sculptures in their respective cities and towns. The sculptures all work towards a common goal; to raise awareness and funds for the Rhino poaching crisis in Southern Africa. The UK's local event took place on Monday 8 August, when Tope Abulude CBA, from Essex-based Balloon Inspirations, took part in this worldwide initiative. Sponsored by Qualatex balloon supplier Pioneer Europe, Tope created a balloon wall inspired by the logo of this campaign. “I was motivated to take part in this project to hopefully highlight

the threat to the Rhino’s survival and raise awareness for this good cause,” said Tope, who has been working with balloons for 24 years. “I wanted to show the elegant side of balloons with a nice clean design.” Lucy Hennesey CBA, of Balloon Power from Leigh-on-Sea, often works together with Tope on big projects and décor jobs. “I decided to help with this project, as I think poaching is totally wrong,” she said. “I've only ever seen a rhino in a zoo but would one day love to get the opportunity to see one in the wild. By helping Tope I'm doing my bit to raise awareness so in the future my children and future grandchildren will still be able to see these amazing animals.”

A Crazy Year Of Costume The latest person to undertake the challenge of wearing a a different fancy dress costume every day for a year finished his 12 month charity challenge earlier this month, wearing a Mr Blobby outfit. Aaron Lawrence has graced the streets of Brighton as a parrot, a dinosaur, the devil and assorted other eye-catching characters over the last 365 days, raising more than £12,300 for Mind Out, a mental health charity focused on the needs of the LGBT community. "I've had it in my wardrobe for most of the year and it's the only thing I've been too scared to wear, so yesterday was the day,” Aaron Above: Aaron has raised over £12,000 for charity. said. "I have had such a fun year. I've had a lot of things donated but I've learned how to make things too. I've chopped up my whole wardrobe to make outfits, so really the question is what I'm going to wear tomorrow." To support Aaron and make a donation to the charity, visit mycostumedrama.com.

Above: Tope's elegant balloon wall.

“It is amazing to see balloon professionals from all over the world unite in this project,” said Anna Hickman, marketing communications manager at Pioneer Europe, which sponsored Qualatex balloons for Tope’s wall. “The power of balloons is limitless and it is such a great way to raise awareness and hopefully help prevent rhino poaching.” For more information on the project, visit facebook.com/ balloonrhino

Getting Some Air American company Premium Balloon Accessories has introduced two new EU-certified inflators to improve inflation for balloon professionals across the UK. The Micro-Air and Dual-Air are specialist equipment, designed for fast, efficient inflation of air-filled latex and foil balloons.

Qualatex Autumn Education Programme Retailers and decorators looking for inspiration for the upcoming seasons? Want to further your balloon skills? The latest timetable of Qualatex balloon training courses has been released to help you get inspired, pick up new tips and ideas and network with peers. Course details and how to book can be found on www.thequalatexevent.com. The following courses are running this autumn: T CBA Exams: Leeds - 19 October, Walsall - 16 November, Enfield 23 November T Magical Party Designs: Manchester - 10 November T Wedding Series One: Glasgow - 25 October T Wedding Series Two: Leeds - 20 October T Wedding Series Three: Ireland - 24th November

Above: Qualatex courses help retailers grow their balloon business.

Balloon and party association BAPIA has finalised a deal with a major UK insurer to offer a great deal on business insurance for retailers and home-based businesses. The Salvation Army General Insurance Company, an ethical and non-profit insurer, has created a package for BAPIA members that is specifically designed for the balloon and party industry. With an automatic seasonal 30% increase in stock levels included, the usual 'average' conditions have been removed which means that if you have more stock than you have declared, you will still be reimbursed for all declared stock. Buildings can also be added to the policy and glass and shopfront cover is included as standard. This policy, designed specifically for BAPIA members, is in line with existing benefits of BAPIA membership. For more details go to www.bapiaonline. com/businessinsurance or contact BAPIA at info@ bapiaonline.com.

Christmas & Gift Sells Out Visitors to the Harrogate Christmas & Gift show – which takes place from 8 – 11 January 2017 – can now look forward to a bigger event in 2017, with more exhibitors than ever before as two new halls – the Kings’ Suite and Hall Q – have been opened up to meet demand. “Christmas & Gift continues to evolve and has seen amazing growth over the last five years as more and more companies from diverse sectors jump on board,” said Simon Anslow, show organiser. “The show has gone from predominantly Christmas ranges, to encompass all sorts of products for the home and garden – and of course every Christmas decoration and accessory imaginable.” The show will fill nine halls of the Harrogate International Centre with Premier Decorations once again taking Hall H in its entirety. A full list of exhibitors can be found at www.harrogatefair.com

SEPTEMBER/OCTOBER 2016 PROGRESSIVE PARTY EUROPE

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The Jester Says

THE JESTER SAYS

The Halloween Madness 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...

“A

long time ago the only thing that used to worry me at this time of year was whether or not my customers would decide buy what I had chosen to stock. But as they say, ‘build it and they will come’ – and as usual they came in their droves. Then I started to worry whether I had bought enough stock to meet the demand – or was there too much? You know how it is, no matter how much time and effort you put into buying there will always be something that you run out of – usually something frustratingly simple like make-up or fake blood. Then of course there are the lines that you think; ‘If I had only ordered more of those!” and, less happily, the lines where you realise you should not have bothered with that item at all. Then several years ago firework pop-up shops started to appear. At first I thought that this would affect sales – and to be truthful, for the first couple of years sales were down a little. I noticed that these shops were only offering the budget end of ranges and lots of BOGOF offers. I tried at first to replicate this with my own BOGOF offers, but this quickly ate into my profit margin and storage became a problem. So I changed to only offering the high end of the fireworks that were available. Now, after several years, I have found that I have developed a reputation for selling quality fireworks. Even now I can be faced with two popup shops, eighty supermarkets and three garden centres all selling fireworks and still I find that my sales of fireworks continue to increase year-on-year. This brings me onto the recent trend of

pop-up Halloween shops we have seen appearing on the high street. Combating this new retailing trend may not be as straightforward as the way I dealt with the firework shops. One of the greatest advantages we have though is time. I always start my Halloween displays straight after the August bank holiday, giving me two or three weeks head start on the pop-ups. We try to turn the whole shop into an Aladdin’s cave of Halloween – or to be more accurate, a whole haunted house experience. We firmly believe that the experience has to start well before the customer has even walked through the door. Window displays should not be a range of products that you sell just stuck in the window but should be embraced with a whole themed idea. This is easy for Halloween, and inspiration can come from any of the great horror move scenes, cemeteries or the mad scientist’s laboratory. There are some great Halloween props available and the ones that are motion-activated always work well in window displays, giving them more depth. If they can make customers jump, even better! Right and below: Retailers should make the most of their windows to draw a crowd and attract attention from passing trade.

Left: Props are becoming increasingly important.

Always remember to use all available space in your store, and don’t forget the ceiling is a great space for hanging ghosts and other props. These always move a little when the store door is opened and closed, attracting the attention of customers and making them automatically look up. Adding some large props behind the counter means that that while customers are queuing to pay they are bound to notice them. I always find it useful to use large neon coloured card stars to write the price on, so that customers can instantly see the price from a distance. Remember that these props can be quite expensive so may not take your usual margin of profit, but check websites to see what other people are selling them for before settling on a price. Also remember to add a few impulse items next to the till and some of the most popular items in a number of different places around the store so even if customers do not see it straight away they have plenty of chances to pick it up later. Most importantly of all, remember to laugh and smile a lot – it might not necessarily increase your sales, but it will mean you have fun, even if all your customers do think you are mad!

“

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The BAPIA Boost

The Balloon Boost 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.

A “

s artists and other organisations begin to wise up to the effective use of balloon sculptures as a publicity tool, John takes a look at some of the more innovative projects that have taken place over the summer and shares some advice about corporate installations. Left: Art installation ‘Cherophobia‘.

achieved with the help of BAPIA members who worked along side teams of volunteers to HiFloat and inflate the balloons. “I was really surprised at the diverse backgrounds of the volunteers for this project,” said Noemi himself. “Some worked in theatre, others were teachers, university graduates, models and many more but they all really seemed to enjoy working with balloons, and quickly took to understanding how to inflate correctly, which was essential for the project’s success.” This is just the latest in a number of art projects involving balloons and while, at first glance, we may not see how this benefits our industry, let’s look back at the installation created by Charles Petillon in London’s Covent Garden in 2015. Once again with the help of BAPIA members, Charles inflated around 100,000 white balloons to create ‘Heartbeat’, which was installed in the centre of Covent Garden and visited by thousands of people. Since then I have seen and heard of numerous balloon artists receiving requests for scaled-down versions of this idea for corporate functions and celebration parties. I believe that any professional balloon

Inset: Covent Garden’s ‘Heartbeat‘, 2015.

The latest BAPIA newsletter is due to be published soon and will include a number of useful and interesting articles including a new Business Insurance package, GOSH 2016, Webinars and much more. This will be mailed to BAPIA members automatically but if you are not a member and would like to receive a copy please send a request to info@bapiaonline.com.

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.

work that achieves publicity and public attention is a benefit to the industry as it highlights the varied use of balloons and what a professional can achieve with them. Many of us in the balloon industry strive to get this type of corporate work. However, one of the problems that seems to go hand-in-hand with working for corporate clients is the issue of late payments. A survey of small and medium businesses in the UK found that almost a quarter experienced late payment of invoices. There are steps that you can take to tackle these late payments. Making sure that your invoices have all the necessary information should prevent customers from using this as an excuse for late payment and using e-invoices is also a great way to speed up the payment process, and BAPIA members have access to AVIVA’s ‘Cut the Red Tape’ website, a ‘one-stop’ website designed to help businesses operate more efficiently. Leaving you more time to blow up those balloons!

“

I don’t know about you, but I think that the last few weeks have been very interesting in the world of balloons! Firstly, we saw the whole balloon industry come together to support the Balloon Rhino Project, created to raise worldwide awareness of the Rhino poaching crisis in Southern Africa. Balloon artists from around the world were challenged to create a rhino balloon sculpture using anything from one up to 100,000 balloons and with no limitation to colours, balloon shapes, balloon brands, or creative ideas. The aim of the project was to raise awareness of rhino poaching and to raise funds for Pilanesberg National Park. Although many would consider the balloon industry to be a very niche market, I think that projects such as this prove the power of balloons as well as the combined strength and reach of the industry and the passion of the people within it. Closer to home, we saw an interesting art project called ‘Cherophobia,’ which took place in a London church, where artist Noemi Lakmaier’s bound and immobilised body was lifted by 14,000 11” latex balloons. This project was

What Is BAPIA?

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"Premium Balloon’s New Inflators are getting Great Reviews" “We have been testing the Twin-Air Sizer®. It is great and doesn’t get hot, and no static shocks. I love it!” Mike Harris CBA, Balloon Décor

“I am so impressed with the Premium Twin-Air Sizer®. It inflates a 5˝ balloon to a perfect 3˝ – we have not been able to obtain that from other inflators. My staff love the light weight and quiet operation along with continuous operation. No more waiting for the equipment to take a breath. LaDonna Belcher CBA, Time to Party

“Premium’s NEW Twin-Air Sizer® is with me today for the Florida Blue Network so that it’s not just my opinion but other people’s thoughts too, I love it for 5-inch and two sixties. I’ve really liked that the sizing is accurate!” Joette Giardina CBA, Teacher and Balloon Professional. BalloonCoach.com

“The Cool Aire® 4 is a great inflator! It is lightweight and doesn’t get tired. Two people can each inflate 2-balloons each. It is perfect for balloon drops, bulk balloons, 20,000 balloons and more. I love the unique button on the side to increase the pressure for smaller balloons. I also love the caps that can be put on the extra nozzles to block off the air if you are working by yourself” LaDonna Belcher CBA, Time to Party

Pioneer’s Italian Team at the World Balloon Convention, inflated 25,000 balloons using the Twin-Air Sizer® of which 7,000 where double stuffed. They used 5˝, 11˝,160q, 260q and Quick Link 6˝, 12˝.

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"How they Measure Up?"

PREMIUM TWIN-AIR SIZER® The only digital inflator designed to run continuously without getting hot. • The only inflator that can digitally size and inflate all sizes of latex including double stuffed metallic 5” latex, 260Q, and 160Q modeling balloons. • Is one of the few, if not only inflators that provides high pressure to inflate the Pioneer 321Q Bee Body latex balloons! • Has the most pressure of any sizing inflator on the market. • Push button screen adjusts inflation time in seconds and tenths of seconds, and includes a cycle counter. • Comes in high quality padded protective carrying case. • Includes reducer nozzles for modeling balloons and other sizes of latex balloons.

PREMIUM COOL AIRE® 4 Designed for Mass Inflation of latex balloons with 4-nozzles. • Easily inflates 5˝ and larger latex. • Has three ‘speed- switch settings’ for high pressure for small latex down to low pressure for large latex. • Ideal for inflating balloons for balloon drops and arches. • Inflates 1, 2, 3, or 4-balloons at one time, when using the supplied nozzle caps to close off ‘unused’ nozzles for faster inflation. • High-impact, high-quality molded case for much greater durability. • High-quality padded carrying case included. • Comes with two hands-free foot pedals for dual inflation. • Comes with reducers to fit most all latex sizes.

Exclusively distributed in the UK by Pioneer Europe Ltd. +44 1279 501090 or 0800 28 12 15 • pelorder@qualatex.com Available in 120-Volt and 230/240-Volt versions. CE approved for Europe and UK. 1-year conditional warranty.

www.premiumballoon.com

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What’s New?

New products don’t come much better than this...

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With the fashion for novelty costumes showing no signs of going away, Bristol Novelty showcased this fantastic octopus costume at this year’s Spring Fair. The easy-to-wear costume is perfect for reluctant costume-wearers who still want to make sre they get a few heads – and tentacles! – turning.

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Boxing Clever

Colpac, one of the UK’s longest established manufacturers of food packaging solutions, can produce one-off product runs of customdesigned party boxes and trays (subject to minimum order quantities). With a dedicated in-house design team, the trays feature creative designs to ensure party meals are fun and enticing.

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Super Squid

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Getting Emojional

‘Show Your Emojions’ is a brand new theme that stems from the rising social media trend for emoji. This fun design is clean, fresh and simple, and is engaging and appealing to kids, teens and adults alike. The range includes all tableware and décor essentials and is available to order now as part of Creative Party’s early release 2017.

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Birthday Bonus

Amscan has recently added a stunning variety of over 150 new foil balloons as part of its 2017 Early Releases catalogue. These great new additions include a number of licensed properties, as well as designs for everyday occasions including birthdays, new babies, special messages and anniversaries.

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Party Essentials

With a huge catalogue of party product to choose from, Henbrandt offers an extensive range of pocket money toys, novelties, party and fancy dress goods. A collection of party essentials – including these loot bags and paper hats – offers a number of timeless lines, perfect for any classic kids’ party.

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Festive Fun

An exciting new tableware and décor collection from Neviti blends 1950s kitsch with Alpine motifs to offer something different this festive season. The Festive Fun range features classic Christmas imagery such as snowflakes, Santa, reindeer and Christmas trees, creating something that will delight guests of all ages.

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NEW

exclusive licence by toutatis! here we come!

CHAKS 3 rue Martin Hilti 68140 Munster - France Tel : +33 (0)3 89 21 65 50 . E-mail : info@chaks.fr . Website : www.chaks.fr Much more to discover in theme decorations and costumes, contact us ! 24_PPE_Sept_Oct 2016.indd 1

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What’s New?

What’s New In Europe?

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Must-Have Masks

A recent huge new product launch from Boland Party includes a number of stunning dress-up accessories such as hats and masks. This fabulous Steampunk mask is perfectly on-trend and is available now, thanks to Boland Party’s policy of launching new product as soon as it is in stock.

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Monster Makeover

Looking for something a bit different? Then it’s time for an international shopping spree!

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Fancy Fashion

New to Leg Avenue is this Halloween fashion line, which can be worn at any during the pumpkin season. The cute dress is perfect for anyone who wants to get into the spirit of Halloween without dressing up completely. Leg Avenue expects this fashion-led dress to sell particularly well this year.

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A collection of new character make-up kits from maskworld.com combine make-up and contact lenses with other special effects and detailed instructions for a complete transformation into classic horror and gore characters. They are, of course, expected to prove particularly popular at Halloween

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Crazy Colour

This year has seen an impressive selection of new costumes and accessories being added into Thetru’s dress-up collection. These colourful jackets – in both male and female designs – borrow heavily from psychadelic 60s fashion and are perfect for customers looking for something a little different.

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Essential Extras

Essential but affordable dress-up accessories such as hats, wigs and jewellery are always popular, and Godan’s new collection is wide-ranging and expected to do well this year. It includes classic essentials, with comedy lines such as oversized necklaces and sideburn sunglasses taking centre stage.

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Steampunk Style

The steampunk fashion sub-genre borrows heavily from both the sci-fi and Victoriana worlds, and has been increasing in popularity in recent years. Magic By Freddy’s has turned this underground trend into a fashionable and wearable dress-up collection, featuring lines such as this luxury matching set.

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+44 (0) 8453 070707 www.rubiesuk.com

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The Licensing Portfolio

Inset: Licensed costumes have come a long way.

Below: The new Happy Jackson partyware range from Wild & Wolf.

Character Crazy From big movie franchises to kids TV favourites and good old retro classics, licensed product accounts for a significant proportion of the partyware and dress-up market. In such a fastmoving industry there’s always something new and exciting on the scene, as PPE found out.

rom children channelling their inner police officer to grownups heading for a night on the town as the Suicide Squad, there are very few industries which lend themselves to licensing quite so perfectly as party. According to our annual retail barometer which delves deep into the health and wealth of the market, more than two-thirds of party retailers (67%) reported increased sales of licensed costumes in the past 12 months. Similarly; almost three-quarters of

Fright Night Over the years a number of licensed costumes have been given a scary makeover and movierelated dress-up is always hugely popular for Halloween parties. “Scary film or movie characters that always do well include ‘the classics’,” said Rubie’s Struan Robertson. “Beetlejuice, Edward Scissorhands, Freddy Krueger, all the Batman villans – even Batman himself!” New for this year is Rubie’s new adult range of Suicide Squad costumes, which have seen strong sales in the run-up to Halloween. Other scary new lines for 2016 include new-look Ghostbusters, Saw, and even a range based on the successful Five Nights at Freddy’s indie horror video game.

all dress-up sold last year was licensed (72%), with equally significant figures reported for balloon sales (66%). When it comes to themed dress-up, Rubie’s extensive roster of licenses encompasses all manner of characters from the entertainment powerhouses of Disney, Warner Bros., Nickelodeon, Mattel, Saban and Hasbro, among others. “Licensed costume ranges comprise the majority of our catalogue,” explained Struan Robertson, Rubie’s trade marketing and digital manager. “Popular themes tend to involve characters from muchloved films and TV shows.” “Disney is a hugely popular brand for dress-up with some great characters, ranging from Disney Princesses to Finding Dory,” Struan continued. “Superhero costumes are also extremely popular and our Marvel and DC Comics licensed ranges are key. We’re very excited about the new DC Super Hero Girls costume range which will offer girls more choice and has seen strong sales since the range launched in August.” With such a strong emphasis on movies, Rubie’s portfolio has got some exciting new additions coming up, with costumes from Dsiney’s Moana, Rogue One (Star Wars), Spider-Man, and Wonder Woman, as well as the new venture into

Getting Gifty There’s always room for one more at the party table, and the latest addition to the celebrations is gift licensee Wild & Wolf. A brand new Happy Jackson partyware range sees the company making its first moves into the celebration sector with the design-led brand created by Giles Andreae and Heather Flynn. The debut range was shortlisted for Best Licensed Dress-Up or Partyware Range in this year’s Licensing Awards.

the Harry Potter universe; Fantastic Beasts and Where To Find Them. Licensing also represents a significant part of Amscan’s business, particularly across the balloon and partyware categories. “It’s

Above: Rubie’s Freddie Fazbear costume, a licensed Halloween highlight from the cult indie horror video game franchise Five Nights at Freddy’s. Right: These fab new Asterix and Obelix costumes from French supplier Chaks come in adult and child sizes and are expected to do well right across Europe. SEPTEMBER/OCTOBER 2016 PROGRESSIVE PARTY EUROPE

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The Licensing Portfolio

Left: The Star Wars OppoSuits include a Stormtroopers (pictured) and a classic design. Right: The official Emojis collection from Unique Party picks up on a strong high street craze.

important we keep our portfolio refreshed and relevant,” explained Mel Beer, licensing director EMEA. “Trend-led licenses are important to keep our ranges relevant, but evergreen properties are essential too as they are a safe choice for retailers.” These evergreens incude Disney, Marvel and Star Wars, as well as preschool names like Thomas and Friends and Fireman Sam. “In fact, preschool brands are particularly popular,” said Mel, “with Paw Patrol our current top-selling line. We also have high hopes for the upcoming Teletubbies launch.” Other current stand-out performers include My Little Pony, Minions, Frozen and Star Wars, while Finding Dory and Shopkins have also launched successfully. “Most exciting of all is that we are looking to expand our licensed offering into dress-up,” Mel revealed. “Alongside our evergreen costume range for Barbie we are launching a children’s costume and accessories range for Trolls.” A relatively new name on the licensed dress-up scene is OppoSuits; neatly straddling the line between fashion and fancy dress, these tailored suits in fantastic prints are a perfect way to pay homage to a favourite

Turning The Page “Book Week has proven incredibly successful for licenses such as Roald Dahl and Cat in the Hat, which were sold out before the first order even arrived into the UK,” said Smiffy’s director, Dominique Peckett. “We have found that these licenses, although aimed at children, have also proved to be popular with adults and millennials, resulting in a bigkid adaption of the products.”

character or brand. By partnering up with big names including Warner Bros. and Disney, OppoSuits has already secured some impressive licenses, with Batman, Superman and Star Wars all leading the charge. One of the more recent licenses OppoSuits has acquired is Pac-Man (Bandai Namco). “It’s a comparatively smaller licence but a very well-known property,” said Jelle van der Zwet, co-founder and director of OppoSuits. “So it was a no-brainer for us. The retro print looks great on the suit and it is one of our best sellers today.” Going forward, OppoSuits has identified some key prospective licenses, both large and small, and is continuing conversations with these licensors. “We hope to bring out some exciting new collaborations soon,” said Jelle. “Our brand has grown very rapidly and licensors are excited

Above: Top-selling brand Paw Patrol has strong unisex appeal so Amscan has introduced a pink range, launching Q3 2017. Left: Rubie’s newly launched Superhero Girls Batgirl costume is already doing well. Below: Smiffy’s focus on retro and classic licenses includes the ever-popular Cat in the Hat.

too, so I’m confident we will continue expanding our licensed range.” Continuing to secure new licences and develop fresh product is essential in order to keep up with the market, explained Anna Hickman, marketing comunications manager for balloon company Qualatex. “Licensing is extremely important for us – we see licences as a key driver to open up new markets and new accounts.” Unsurprisingly, Disney licences also perform well for Qualatex. “The exposure Disney brands have with consumers is huge and the content continues to be strong,” said Anna. “The licences cover many different demographics but they are dominant in the preschool sector which is key for our business.”

Red Hot Craze As a business with a rich heritage in the industry, licensing has always been very important to Unique Party, according to Jim Cairns, UK vice president. “We started off in America with Barney the purple dinosaur and haven’t stopped since!” Taking an overview of the current influence of licensed product on the party industry, Jim believes that one or two key licenses have changed the way the UK market works. “Huge licenses such as Frozen have driven a lot of change,” he explained. “Every now and then a red hot licence that isn’t part of the mainstream will come on the scene – the Minions craze was an exceptional example, and Emojis is doing very well at the moment – and we have to act quickly to identify which will be most sought after.” The big news for Qualatex, which PPE announced earlier this year, is that it is now working with European party expert Procos, distributing the company’s licensed partyware in the UK. By strengthening its product range in this way, Qualatex can offer a complete range of party products to its UK customers. “Disney is always a key focus for us,” said Anna, “but there is also other excitement, with the Trolls movie and the Despicable Me 3 movie next year to name just two!” With customers quick to decide which new trends they expect to see across fancy dress, balloons and partyware lines, licensed party product will continue to help retailers ensure they have a fresh, up-to-date offering. Or to put it another way; party on! Right: Teaming up with Procos means Qualatex can offer complete partyware ranges, like this Star Wars collection.

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■ Game On!

■ Stay Evil

An exciting new range of Animal Jam cards and wrap and partyware from Gemma International has been announced. Created in partnership with National Geographic, Animal Jam features classic collectable role-play and online gaming blended with with an educational twist on the life sciences.

Showing strong demand in the run-up to Halloween is Rubie’s new licensed Suicide Squad costume range for adults featuring Harley Quinn, Deadshot, Killer Croc and The Joker along with accessories, wigs and masks. Costume kits are also available, which include masks and top only.

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■ Adventure Awaits Disney’s latest adventure stars spirited teenager Moana who sails out on a mission to prove herself. The partyware range from Pioneer Europe will include key product such as plates, cups, napkins, party bags and invitations. Product will be ready to ship in November, in time for the film’s December release.

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Licensed to Party Spring Fair

Progressive Party rounds up the latest licensed releases.

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■ Freak Show The fourth season of the award-winning and record-breaking horror television series American Horror Story, Freak Show features all manner of unusual characters, perfect for Halloween inspiration. Palmer Agencies’ Twisty The Clown mask – with removable smile – perfectly portrays the terrifying character from the show.

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■ Feel The Force

■ Troll Time

The latest addition to the extensive OppoSuits portfolio are these high-quality official Star Wars suits. With two versions to choose from, fans can either feel the Force with the latest fashion trend on Tatooine or embrace their dark side with the official Stormtrooper suit, showing their true allegiance to the Empire.

Brand new to Amscan’s licensed dress-up collection are these colourful Trolls costumes. In partnership with DreamWorks, Amscan has launched children’s costumes for the characters Poppy and Branch from the upcoming Trolls movie. Themed foil balloons are also available as part of the range.

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Leading world-wide balloon printing technology Best quality printing machines. Versatile and technologically advanced. Balloons printing machines for large and small quantities.

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This machine can print latex balloons in more colors 4 sides in one time. It can print from 9” to 14” and punchballs. Production speed 2000 pcs per hour. The machine is available in 2 or 3 colors printing model.

This machine can print latex balloons one color two sides simultaneously. It can print from 9” to 14” and hearts. With some accessories it can print also punchballs and 5” . It is available in 3 models according the production speed. According the model it can print 1000,1500,1800 pcs per hour.

It can print 1 color on 2 sides simultaneously + different prints on 2 different latex balloons (duplex printing process). It can print from 9” to 14” and hearts. With some accessories it can print also punchballs and 5” . It can print 2500-3000 pcs per hour.

This machine can print latex balloons one color all around from 9” to 14” and hearts. With some accessories it can print also 5” and punchballs. Production speed 1500 pcs per hour.

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This machine can print latex balloons one or two colors first side and one color second side with a very good print log. It can print from 10” to 14”. Production speed 1200-1500 pcs per hour.

This machine can print latex balloons one color two sides or two colors two sides simultaneously with a very good print log. It can print from 10” to 14” and hearts. With special accessories it can print also punchballs and 5”. Production speed 1200-1500 pcs per hour.

This machine can print from 1 to 4 colors one side latex balloons with a very good print log. Good to print on latex balloons color photos. It can print from 10” to 14”. Production speed 1100-1200 pcs per hour.

This machine can print latex balloons from 1 to 6 colors one side with a perfect print log. It can print form 9” to 16”. Ideal to print on latex balloons color photos. It is available in 4-5-6 colors printing model. Production speed 800-900 pcs per hour.

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This machine is well-appreciated for its handiness. It’s small and manageable, easy to carry, easy to use and offers very good print performances. It’s cheap and versatile: it can print on latex and foil balloons in one color, and also on other objects.

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FEEDBACK

Try Something New In the last few years, party shops have changed dramatically, selling all manner of product which might not come strictly under the ‘party’ banner. PPE took it upon ourselves to ask which traditionally non-party lines have been a real boost to your sales. Party bag toys? Cards and wrap? Fireworks? We find out why retailers started stocking these additional ranges, and what difference they made to the bottom line. Kate Moore owner, JollyJesters, Derby

Dan Parsons manager, Fun ‘N’ Frolic, Reading “We have always stocked cards, wrapping paper and fireworks. The latter is a relatively large part of the business. We have recently created a ‘Pocket Money Lane’ with loot bag fillers, jokes, novelties and Playwrite’s pocket money toys. This has given us some great addon sales and now people are coming to us solely for these products. We have also ventured back in to some gift items, like glasses and beer mugs. Again, these have been pretty successful and top up customers purchases. We have not really entered the world of ‘adult’ add-ons, with Fever body stockings being our most risqué item. But you never know where we will be in a year’s time. We have no immediate plans to enter into anything different, but we are always diversifying and trying new things. You have to!”

“We never used to sell greetings cards (apart from the butchers we were just about the only shop in the village that didn’t!) and we never got asked for them. But so many fancy dress parties are for birthdays, engagements and even wedding receptions these days that we took the risk of spending valuable money and using up valuable shop space on a range of really special 3D cards as an impulse buy. So now we get the impulse purchase at the same time as the customer buys or hires a costume, and if they need a special card later in the year, they will often come back to us just for a card. It’s worked really well for us. We draw the line at Costa Coffee though, even though they are trying to open an outlet in pretty much every shop in every village!”

“We’ve tried diversifying a few times in the past. While we started off as a fancy dress shop, we did branch out with a ‘party shop’ section a few years ago, with product like décor and scenesetters. It did well for a short time, but it gradually faded out again. There just wasn’t enough demand for it – I do think that’s because the supermarkets near us carry similar product and so there’s not so much call for us to offer it as well. We don’t carry children’s superhero costumes as much as we used to either – they are in such abundance at the supermarkets and at such low prices that it’s hard to be competitive. We prefer to offer something completely different. We had balloons as well, until fairly recently. We were doing the venue decorations for weddings and other parties and they were doing really well, but for some reason the demand just seemed to die out this year. There are card shops offering a similar service locally, so it’s difficult. We’re all in this business to make money, so we’ll do whatever we can. For the moment though, we’re just going to concentrate on what we do best!”

Above: An unusual range of 3D cards draws attention instore.

Above: Balloon décor is a competitive business.

Top right: Pocket Money Lane is bringing fresh footfall into Fun ‘N’ Frolic.

Vivienne Polton owner, A Dressing Up Box,

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Added Extras

Kayleigh Masters manager, The Party Shop, Weymouth “We’ve always tried to have a varied offering as much as we can, it makes a big difference if people come in looking for one thing and then see what else we have instore! Our jokes and novelties aren’t typical party lines, but they do extremely well for us. A lot of them are used as funny gift items – people know that they can come to us and get something that is good fun and a bit silly, so we do particularly well with these lines at Christmas! Pocket money toys are a big seller for us as well – they might not cost much, but they’re a reliable product to carry. Fashion items like coloured hairspray and makeup also sell really well, and people come in for these for all sorts of reasons. We also have a few lingerie and bodystocking lines, although that’s as far as we go with that! Fireworks are a big seller, especially at this time of year – although we do have a select range which is available all year round – and we’ve also started to sell pinatas, which we never did before. They’re doing really well. We do offer balloon décor as well – corporate, wedding, bouquets; we’ll do anything we can! Because of our location, we like to find out what the themes local holiday camps will be using and work from there. We aren’t afraid of diversifying at all, if people want to buy something from us, who are we to say no?!” Top: Pinatas are a new line for The Party Shop.

Catherine Bartholomew owner, Jesters Fancy Dress, Portsmouth “We took the shop over from Dawn, my mother-in-law, five years ago, so we’ve had the opportunity to branch out into a few new areas over that time. The most significant change that we’ve made is easily moving into children’s costumes – the shop used to only carry adult lines, so we changed that quite quickly. I’m pleased that we did; some days children’s costumes are all that we sell! We also carry a lot more make-up and other extras like eye accessories now. They always do really well, especially at Halloween. We’ve seen the market for that grow significantly over the last five years, and so our product offering has become wider as well. It’s a fabulous time of year! Recently we’ve added another string to our bow – its not really part of the costume business, but it’s a service we are able to offer. Our local launderette shut down, so we capitalised on that and now act as a drop-off/pick-up service for people who want to use the next nearest one. We don’t actually do the drycleaning etc ourselves, but it’s a fairly easy add-on and it does make sense to an extent. It works well for us and keeps customers coming through the door. We have considered adding balloons but at the moment the logistics of store space and my time mean that it’s not logistically possible. Never say never though!” Above: A laundry service ensures a steady stream of fresh footfall

Dawn Evans owner, Bits and Bobs, Dorking “We’ve just taken on quite a few brand new lines for this Halloween. We’ve gone in really heavy on PaintGlow and have taken on the full range. We’ve also got all the Smiffy’s special effects make-up; not the sort of thing we carry normally at all. We had a little bit last year and it went really well, so we’ve gone for it this year! We’re also carrying more animated props this year, we’ve got some fabulous lines from Premier which are already making a great impact instore so we have high hopes for those! We’ve tried a few different things in the past; we carried the Games Workshop Warhammer line for a year but it never really took off. There’s a dedicated

store a few towns away and we can’t compete with their expertise. We sold Loom Bands too when they were a popular craze – if its relatively easy for us to take on then we’ll give it a go! We carry a lot of party bag and pocket money toys for that reason. We looked into offering those big light-up letters and numbers which are popular at the moment, but there’s already someone else offering them quite locally. It’s really all about competition; if you can offer something unique and there’s a market for it then why not!” Left: Warhammer models benefit from expert knowledge.

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Party Country Focus: France

VIVE

olidays and celebrations are an integral part of French popular culture. The calendar is punctuated with no less than eleven bank holidays, as well as a number of religious, national and local events. As such, France is able to boast a healthy party economy, with a rich and varied history of festivals, parades and other colourful celebrations. Naturally, many of the national celebrations whch take place in France are also shared with the rest of the world; holidays like Christmas, Easter, Halloween and Eid are all important and drive significant business at retail. However, France offers its own unique twist on these celebrations as well as its own national festivals such as Bastille Day and May Day. Other than the worldfamous Nice and Dunkirk carnivals, carnival in France tends to be a regional affair, with street parties and parades taking centre stage at the events, which are held anywhere between Above: Kigrumi costumes, like this February and April. one from Chaks, The dates – and the are popular. celebrations themselves – vary from town to town, in line with local tradition, school holiday dates and many other variables. Retailers

know the key dates for their local region and will be well prepared! Unlike other national holidays, there’s often very little folklore behind these regional celebrations, they’re just about having fun.

THE FRENCH MARKET According to Thomas Carteni, general manager at French party experts Chaks, the French party and costume market is relatively small and specialised, but is continually evolving. “Independent retailers really have the market in hand and on the whole it’s a very professional industry,” he explained. “The party market in France can be quite seasonal, with certain costumes selling more at certain times of the year. In general though, retailers have a relatively even year, with costumes and partyware selling well all year round.” A well-known name in the industry, Chaks was formed in 2002, almost 15 years ago. “We set up with a very small range, starting out with just dress-up,” said Thomas. “The business is now approximately 50/50 split between decorations/partyware and costume.” As with almost any distinct region, the French retail market continues to evolve and change every year, Inset: The Nice Carnival is a colourful affair.

A calendar packed full of local and regional events means that French revellers are rarely short of an occasion to celebrate. With an expanding retail industry and a strong focus on international trends, PPE takes a closer look at celebrating all things Gallic. and the party and costume shops are no different. Some 10 or 15 years ago, party retailers were mostly costume rental shops. These days, hiring has fallen mostly out of fashion, with the majority of retailers selling costumes, partyware, themed accessories and decorations, all in one place. RETAIL TRENDS Independent party retailers in France are lucky in that there are no major party chains and the occasional ranges that the hypermarket carry are very limited and make a minimal impact on the market. “Independent retailers will continue to have a strong future as long as they carry original lines, because they have a lot to offer and a key role to play in the marketplace,” Thomas explained. “Significantly, the retailers themselves are growing at the moment,” he continued. “Where party shops were once quite modest in size, they are now bigger and more inclusive – some have stores of around 1,500 sq m. The extra room means retailers can carry a really wide range of product and specialise in certain areas, whether that’s costumes, decorations or balloons.” While the hypermarkets might not be moving in to capitalise on the business, some party chain stores are starting to emerge, according to Christophe Gless, commercial director of party distributor and leading manufacturer of paper garland and honeycombs, Cotillons d’Alsace, which has been a key player in the market since 2001. “Many independent shops have

Carnival Calendar The Nice Carnival - One of the original carnival celebrations, held annually on the French Riviera. The event attracts over a million visitors every year and spans a two-week period in February. A special theme is chosen each year for the colorful parades which take place day and night, while ‘flower battles’ occur on the Promenade des Anglais. The Dunkirk Carnival - Little Dunkirk (Dunkerque) holds the biggest and most

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popular carnival in northern France, running from the end of January to the middle of March. The noisiest and most crazy event of its kind, it began in the 18th century as a special feast before fishermen set sail for the icy and dangerous Icelandic waters. May Day - On 1st May, France celebrates May Day. This is also international Labour Day and is celebrated around the world

as a traditional spring holiday. In France, the lily of the valley has become a symbol of the day and is a good luck charm. Bastille Day - France’s major national celebration takes place on 14 July, to celebrate the French Revolution. Today, it is celebrated as a national holiday with fireworks and parades. There are also lots of French flags on display.

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Country Focus: France

been identified by us,” he began. “But year after year, certain chain stores – such as Zoe Confeti, Festi, Fêtez et Recevoir, and a few others – are growing and getting a stronger position within the market. At the same time, several independent shops have closed or become bankrupt.” The internet is also a key part of the French party business in 2016. “The internet, with impressive party and costume websites like www.deguisetoi.fr, has made a big impact on the party market,” said Christophe. Thomas agreed; “Retailers can offer a service, helping and advising

people on what they need, and that sets them apart from the online businesses. Shops know they have to organise themselves if they are to compete in the marketplace and so advertising and marketing direct to the consumer has become increasingly important.”

TIME TO CELEBRATE A calendar packed full of local and regional events means that French revellers are rarely short of an occasion to celebrate. However, private parties such as birthdays, anniversaries and weddings are essential to the industry and are often themed. “We find that the most popular themes include Hollywood, pirates, movie stars, music icons and even cartoon characters like Asterix and Obelix,” said Thomas.

are going to take for design is always really interesting,” said Thomas. Décor fashion is very “Traditional sales routes remain vital to strongly linked to clothing the French market. Each month every and housewares fashion, so we shop is visited by a rep, sent a copy of need to make sure we react fast the latest catalogue or is emailed with and ensure that what we are a list of the latest novelties. There is offering is fresh and current.” no specific party trade show, although As to what those fashions are, Spielwarrenmesse in Nuremberg is Christophe explained that; “For essential for the whole European market. a long time, strong full colours Occasionally suppliers exhibit at the were the best sellers for us, but Tradexpo fair in Paris which is held twice in the last few years pastels have a year, in January and September.” become more popular. At the Christophe Gless, commercial same time, licensed costumes director, Cotillons d’Alsace have also become stronger.” Licensing is something which is certainly becoming more important to the French market, Inset: Merrymakers at the world-famous although it is not yet as reliant Dunkirk Carnival on it as the US or UK markets. “Licensing is definitely becoming more important to the French market,” Thomas agreed. “People are not satisfied with cheap copycat costumes anymore, they are looking for good quality. Key licences like Star Wars and Marvel are really important in the marketplace, and I think that holds true across the whole of retail. It’s definitely something “Everything gets organised by theme!” to bear in mind for the future.” “Happy New Year lines are always In a country which is keen strong,” said Christophe, “especially to celebrate at every possible for certain items like ‘Sarbacane’ opportitunity, it should come as (blow tubes). Halloween is also getting no surprise that the French party better every year, and hypermarkets industry is doing well. With still aren’t focusing on it yet.” retailers becoming stronger Halloween is big business in France, and the market continuing to as Thomas explained. “In recent develop and grow, the biggest years the holiday got another big challenge is that faced by the boost of popularity, and as a result retailers everywhere; keeping the current offering is really fantastic. the economy strong so The consumers love having fun with people still spend money! the costumes and decorations, so Below: Bastille Day celebrations it’s a great time for everyone.”

Trade Talk

taking place in a local street.

FASHIONS AND LICENSING In general, fashion is followed closely throughout the French market with consumers following trends seen on décor and clothing as well as within the movie and TV industry. “Deciding the direction we

Left: Paper decorations are a party staple, with pastel colours leading the charge. Below: Themed parties are very popular for personal celebrations.

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Décor Detail

Scene

Themed parties are big business for party retailers, but the allimportant décor, props and other accessories often get overlooked in favour of elaborate costumes and coordinating tableware. PPE grabs a blow-up cactus and finds out all about the latest ‘extras’ which are essential for creating those fabulous themed events.

SETTING THE

Inset: Imagery from Pineterstmania, a recent training course organised by Matthew Lewis which attracted a lot of interest from balloon professionals.

ith the rise and rise of social media, it’s never been more important to make sure a party looks the part. It’s not enough these days to simply provide great entertainment and lay on a fab spread, it’s now almost mandatory to also remodel your entire party space as a play jungle / rustic barn / 20s casino. Party planners looking to set the scene for even the most basic social gathering

Below: Balloon décor can take many forms and really helps add the finishing touches to a themed party or event.

BALLOON BOOST

Right: A typically modern and on-trend Halloween costume from Widmann.

Themed events are all about the finishing touches, and the clever use of clever balloon displays is a fantastic way to add something extra to a room. While best-known for its costume collections, Angels Fancy Dress has recently started selling balloon bouquets as well. “These artistic balloon displays are becoming a prevalent feature of themed parties as they are simple, effective, and can really help to establish a theme,” said director Emma Angel. “They can be arranged into an array of different styles, and whether you go all out with an extravagant display, or prefer just a few scattered balloon bouquets, it is easy to achieve your desired look.”

are likely to spend a few minutes browsing that online holy grail of all things creative, Pintrest. With virtual mood boards bringing together everything from themed food and elaborate centrepieces to interactive décor and coordinated invites, there are more ideas than the average host could ever hope to employ. In most cases, that’s where the local party retailer comes into play. While creating completely bespoke party décor is a nice idea, many people will realise their own limitations reasonably quickly and pay a quick visit to their local party shop. “Props are now more important than ever,” aasserted Sergio Battaner, marketing director at Palmer Agencies. “Setting the scene and getting the atmosphere right in the room lets people know what to expect from the party. It can be very simple – colourful bunting or a string of flags at a street party or festival for instance – but from the moment that you see it, you know that there is a party going on!” Palmer Agencies is selling lots of strings of flags in German and Bavarian colours at the moment as people prepare for Oktoberfest, so it’s always worth being aware of these simple décor options. “Of course there are the other décor ‘basics’ as well,” continued Sergio. “Inflatable palm trees and elaborate wall clings and scenesetters all make up a really important part of the party retailers’ basic offering. Most stores should carry something representing a few of the major themes.” By carrying something to meet some of the most popular themes – Western, decades,

Above: These beautiful and traditional plain colour honeycomb ball decorations from Pam’s make a fantastic addition to any themed party décor, from garden party to Christmas party.

Hollywood, Hawaiian, casino – retailers will be able to help customers transform their venues in a matter of minutes. “We have a great variety of themed party supplies covering popular themes,” offered Amscan’s marketing executive Charlotte Cox. “Our newest additions include a selection of decorations and accessories to the Bandana and Blue Jeans Wild Westthemed ensemble and the vibrant summer fun Fiesta range. Large round paper lanterns, fringed banners and paper fans continue to be popular décor choices across all themes.” Themed parties have also always been popular for Delights Direct, according to account manager Stuart Wheeler, who explains that adult themes such as Casino and Hollywood are particularly popular. “Decade themes for 50s, 60s and 70s are also Left and below: Add a touch of sparkle to the celebration with this colourful cut out and glitter banner from Amscan.

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Décor Detail

One Little Star For Italian suppliers like Widmann, the export market represents the vast majority of its overall sales and is hugely important. These two brand new twinkly additions for first birthdays have just been launched by Creative Party, and have developed firmly with popular Pinterest trends in mind. Featuring the classic childhood slogan ‘Twinkle Twinkle Little Star’, the décor and tableware ran ges are also perfect for baby showers.

tissue balls are used frequently to decorate for this theme, along with playing card cut-outs and balloons.” European party company Godan places a big emphasis on accessories and decorations, which are increasingly popular across the continent. “For this season, we’ve prepared a few interesting paper decoration collections,” said director Krzysztof Malewski. “These

Above: Additions to Amscan’s Bandana and Blue Jeans Wild West-themed ensemble include printed paper lanterns, table decorating kits and cut-out decorations.

Right: Coordinated ‘Twinkle Twinkle’ décor works well with tableware favourites from Creative Party.

growing all the time,” he said. “The great thing is, customers are buying across several categories for these events, choosing everything from fancy dress and accessories to balloons and room décor. For us, the most popular add on lately has been inflatables – I think this will be a growth area for the next year.” According to Carl Taylor, sales director at Pams, themed parties are increasing in poularity but broadening in scope; with everything from colourthemed parties to more detailed themes like the Mad Hatters Tea Party. “In fact, the outrageous and colourful look of the Mad Hatters tea parties means they are proving to be extremely popular this year,” said Carl. “The great thing about themes like this is that you can advise customers to choose the brightest and most fun colours for their décor as almost anything will look perfect! Honeycomb Right: Paper decorations from Godan are selling well and are ideal for all sorts of occasions. Below left: Add fun to a themed event with Delights Directs’ expanding range of inflatables, including these funky brightly coloured rock guitars. Middle: The ubiquitous Palm Tree from Palmer Agencies is a must-have for all summer-themed celebrations. Right: This striking Anagram SuperShape foil balloon from Amscan makes a great finishing touch for a Hollywood party.

are mainly lampions, paper rosettes and garlands for different occasions such as birthday, baby shower and other theme parties. Colourful garlands with tassels are also very popular at the moment.” Balloons can play significant role in dressing a room for a themed party, and the versatility of a simple latex balloon should not be underestimated! “As Pinterest continues

to gain popularity, parents are starting to use the online resource more and more when planning a party,” said Anna Hickman, marketing manager, Pioneer. “Round shape balloons such as Qualatex 3ft balloons and Qualatex Deco Bubbles are very trendy and versatile, as they can be used for any occasion whether it is a birthday, wedding, anniversary or baby shower,” she continued. Pioneer has also recently been awarded the right to distribute Procos’ licensed partyware in England, Scotland and Wales, with popular licences such as Disney, Marvel, LucasFilm and Minions. “Theme parties are indeed big business and licenses play an important role here,” Anna said. “Marvel’s Avengers has been one of the top selling licences for boys this year for us. With the recent additions of licensed partyware to our product range we are now able to offer the complete party package in terms of balloons and partyware.” With hundreds of creative décor options available, there’s plenty out there to inspire consumers, whether they are taking their lead from the high street, the cinema or the internet. Retailers just need to make sure they keep up!

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Halloween Update

the

r o r r Ho s how

Left: This Headless Horseman costume is sure to give a few heads a turn! Available in children’s, teens and adults sizes from Amscan.

As the party and costume industry readies itself for the biggest and most important date in the calendar, PPE grabs a witches hat and gets into the spirit of all things spooky to find out just how the market is preparing for Halloween 2016.

ith a rich history in ghosts, goblins and other supernatural beings, it’s no surprise that the UK has taken Halloween to its heart and been celebrating the spooky holiday for a number of years now. However, the event itself is still relatively new here, meaning each year sees it grow in popularity. Historically, Halloween has been all about

Terror Tour “In Germany, Halloween is really like the opposite of carnival. It is darker, gory and scary. There are more opportunities to transform into someone else by using special effects make-up. In the run-up we sell a lot of excellent make-up effects as well as Special FX products. A Halloween make-up essential is Bloody Scab, perfect for creating scratches and cuts.” Anett van Buer, press and marketing, maskworld.com

Below: Bristol Novelty’s Skeleton Bird and Skeleton Cat saw lots of interest at Spring Fair this year from non-typical Halloween customers.

kids having fun and dressing up. But as these children grow up and continue to celebrate once they are adults, they pass the bone-shaped baton to their children; creating a tradition that sees adults embrace the thrill of a good scare with horror mazes and other real-life experiences. In 2016, Halloween is a celebration which truly spans the generations. It’s also an occasion which spans countries. The UK is leading the charge across Europe, influencing the market in terms of fashions and trends, with Germany and Scandanavia in particular embracing the holiday, thanks in part to the traditionally dark sub-culture which is part of their mainstream. “Europe is definitely catching up to UK Halloween fashion,” agreed Sergio Battaner, marketing director for Palmer Agencies, “which in turn closely follows the US market. People are able to share the latest costume and decoration trends

instantly via social media, which means that the gap has narrowed even further as the market becomes more global.” Moreso than any other occasion, partygoers and thrillseekers enjoy immersing themselves in Halloween, setting the scene both indoors and outdoors with increasingly dramatic props. “Classic lines like skull heads, hanging chains and skeletons are all doing very well,” said Sergio, “although the best and most effective way of decorating indoors is still cobwebs. We sell huge amounts of it, in both the US and the UK. It’s also popular in Germany.”

Right: This realistic latex mask from Chaks is perfect for the both the clown and the gruesome Halloween trends.

Terror Tour

Left: Hitting all the right notes for the scary clown costume craze is this little number from Palmer Agencies which comes complete with mask.

“As every year, we have a few basic products, which are always very popular in Poland. These are mainly accessories such as Halloween baskets, hats and masks, but we always prepare a few new products as well. This year we have concentrated on decorations. We hope to inspire retailers; to show them new, fresh ideas for good scary fun!” Krzysztof Malewski, director, Godan

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Halloween Update

Terror Tour “Halloween was already big in the UK, but other European countries are now celebrating this holiday as well. It has become very popular in the Netherlands and more parties are organised every year. At Leg Avenue we’ve added over 100 new costumes to our current collection, with new scary trends such as movie-inspired costumes and darker fairytales.” Joyce Mallo, marketing and communication, Leg Avenue

The fashions themselves are still for the gruesome and the gory, although Sergio also identified a new leader for the female market; cute scary. “Costumes like broken dolls and puppets are very popular at the moment. Colourful scary is more fun, as evidenced by the Day of the Dead fashion which has become a real staple over the last few years, along with killer clowns and other freakish circus-themed costumes.” Also championing this theme is Charlotte Cox, Amscan’s marketing executive. “In the dress-up category classic accessories such as witch brooms and hats have been performing well,” she said. “The Day of the Dead trend also remains highly popular, as do scary clowns which ties in really nicely with our Creepy Carnevil theme.” With Halloween falling on a Monday this year, Charlotte also believes there is opportunity for people to celebrate the occasion over several days. “Parties will be taking place the weekend before, on the day itself and even the following weekend – there will be plenty of great opportunities Right:Fake blood and special effects are becoming a Halloween staple, as evidenced by this Amscan Create creation.

Left: One of the darker fairytales costumes from Leg Avenue, Captivating Miss Red is already a best-seller.

to maximise sales!” Pam’s sales director Carl Taylor agrees. “We are expecting the whole Halloween period to be fantastic,” he said, “crossing from Friday 28 October, through the following week and into the next weekend. Of course most retailers are thoroughly on the ball, as you need to be at this important time of year! We are already despatching Halloween items every day, and are constantly topping up on all of our bestselling lines. ” As far as trends go, Carl reports strong sales across a range of product from basic items such as blood and face paint to the seriously scary costumes. “Day of the Dead is popular again and people still love to dress up as zombies. The most important item for this year is blood, blood and more blood – consider a few green bottles for those disgusting infection-ridden Zombie wounds!” The other key trend which seems to be emerging for this year is décor, with a number of suppliers reporting increased sales in that sector. “Halloween seems to remain completely unaffected by current external forces such as the economy or Brexit,” commented Boland Party’s UK agent Mark Brett. “Every retailer seems ‘pumped up’! For us, two areas stand out in particular this year, latex masks and decorations. Consumers appear to be

searching for bigger and better props and decorations all the time. They are also a great opportunity for retailers to keep their distance from the discount operators.” The final word goes to Bristol Novelty’s business development manager Gary Vincent, who thinks the season will pan out much like last year, with the mad rush starting as late as Thursday, perhaps with some overspill into Monday and Tuesday for mid-week parties. Gary urges retailers to think about how customers move through the shop during the rush. “Additional tills and contactless payments spots are now becoming an essential part of the planning process,” he explained, pointing out that bigger retail shops often use door security to manage demand and direct customers to quickselling lines such as blood and make-up. “The most important thing to remember is to make sure you have enough of the essential lines in stock,” he concluded. “And remember, the very last orders for most suppliers will be on the Thursday or Friday – so don’t leave it too late!” Happy Halloween everyone. Stay spooky! Inset: This spine-tingling new Boneyard ensemble from Delights Direct has a stylish design ideal for adult parties.

Terror Tour “Halloween sales have already started strongly for us and we don’t see any sign of the ‘Monday factor’ just yet. Costumes are always strong right up to deadline, but we’re really pleased with how areas like decoration and tableware are doing this year. Day of the Dead is popular again and the new Boneyard range has been brilliant.” Stuart Wheeler, account manager, Delights Direct

Terror Tips! As far as Halloween preparation goes, Angels Fancy Dress knows what its doing. Director Emma Angel, answered all of PPE’s questions about how they prepare for the run-up to the big day.

What do you expect to see from Halloween 2016? “Each year, due to increasingly busy lifestyles and last-minute party plans, we are seeing a larger amount of customers purchasing their costumes closer and closer to the big day. We are expecting Halloween itself to be extremely busy this year and are adjusting operations accordingly.”

Above left: The popular 3D FX temporary tattoos from Tinsley Transfers include this Engraved design. Above: The whole team at Angels Fancy Dress fully embrace the Halloween spirit.

What’s your top tip for this year? “Customers want to be able to purchase products that enable them to achieve their complete look in one place, so offering accessories such as wigs and masks are as important as the costumes themselves. Display products should be easy to locate to facilitate customer flow, which will help to maximise sales. Also, make sure you have enough stock of those little extras such as fake blood and face paints that will increase average transaction value at the till.”

SEPTEMBER/OCTOBER 2016 PROGRESSIVE PARTY EUROPE

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Halloween Update

Halloween

Trauma Series is the latest Tattoo FX range from Tinsley Transfers. Created by Hollywood make-up artists, the designs include Stapled and Diseased.

Fun Shack has noticed a rise in popularity of couple’s costumes this year, such as this Voodoo Witch Doctor pair.

Amscan’s new face paint collection contains an extensive variety of creams, palettes, kits and accessories, all perfect for Halloween.

Boland Party’s ever-expanding latex mask range includes this brand new Zombie Girl Mask with hair.

This Temptress Vampire costume from Leg Avenue offers a fresh take on a Halloween classic. These large 3D bat and spider stickers from Godan are perfect for decorating the Halloween party venue.

The very latest offering from Bristol Novelty inlcudes this Harlequin couple, fresh from Forum Novelties’ Halloween collection.

The contemporary family-friendly Witches’ Crew ensemble from Amscan remains a popular partyware theme.

A whole range of fun but ghoulish costues for the whole family from InCharacter include this Dead Zone Zombie.

Rasta Imposta’s Halloween range includes Zombie Banana, Zombie Penguin and Zombie Hot Dog; all offering a ghoulish twist on top sellers.

Skull and zombie toilet seat decals are among the new Halloween items from Henbrandt this year.

Creative Party’s skull decorating cookie cutter set and sugar skulls toppers are great additions for any spooky party.

Classic devil costumes from Henbrandt are available in toddler sizes – just perfect for that ‘little devil’ look.

Character make-up kits from maskworld.com combine make-up and contact lenses with other special effects for a complete transformation. Adorable baby and toddler ranges from InCharacter include Count Cutie and Pumpkin Patch Princess.

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Halloween Update

Halloween

This on-trend Haunting Hombre design is the latest in stylish Hallowen partywear from the team at OppoSuits, along with a pumpkin-inspired Black-o Jack-o design.

This Arachnomania Morphsuit is awesome for making an impact at your Halloween party, not so good if you don’t like spiders!

Qualatex’s new Day of the Dead collection of Microfoil and Latex balloons has done well so far this season.

Broken dolls and rag dolls costumes have been a huge success for Palmer Agencies, with kids, adults and plus-size versions available. New from Rubie’s for this coming Halloween season is a freak-tacular Billy costume from the cult horror movie Saw. Standalone masks also available.

These Quick Link Jack Faces from Qualatex are a great decorating product for decorating, offering a quick and easy sale.

Rubie’s new look Ghostbusters range will be in stock for the festivities – complete with inflatable proton wands and a fantastic Slimer costume.

This terrific low cost Halloween decoration from ITI Balloons is an easy to make latex balloon arch printed with pumpkins and spiders.

Some great new halloween costumes from Magic By Freddy include these stunning couples costumes with a Mexican skull design.

The two newest Suitmeister suits – Halloween Grey Icons and Halloween Black Icons – offer an affordable way to look sharp and spooky at the same time.

With a huge range of terrifying clown costumes and masks Palmer Agencies is ideal for anyone looking for a Halloween collection that is no joke.

Jeff the Killer saw more internet searches than Slenderman last Halloween, and here’s a Morphsuit version of the new urban legend on the block.

This brightly coloured bio hazard Zombie costume is proving to be a fun and well received new line of Pam’s, and is perfect paired with this green spray blood.

Pretend to Bee has a selection of high-quality infant costumes, including wizard and witch capes and hats, a spider tabard and this baby pumpkin onesie.

A wide range of scary electronic animated props, from Thetru are all in stock and available now.

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Comedy Costumes

Funny Business

t’s a funny old game, comedy. What is hilarious to one person might be run-ofthe-mill to another, and with everything from huge inflatables and padded foam outfits to silly wigs all taking centre stage, novelty costumes are now more popular than ever as consumers continue to embrace the funny side of fancy dress. It’s fair to say that anyone coming into a party shop looking to dress up ‘as something funny’ is a retailer’s dream – this is your cue to really go for it and suggest the most outrageous thing you have in stock! Retailers are seeing a growth in this area explained Right: Smiffy’s egg costume Emma Angel, director hits the spot. of Angels Fancy Dress. “This comes as no surprise,”

Contemporary Comedy As a long-established fancy dress supplier, Smiffys has experienced the changes in society’s funny bones first hand. “We have witnessed the rise and fall of popular costumes,” said director Dominique Peckett, “but adapt quickly to trends. Comedy fancy dress in 2016 encompasses a whole range of themes!” “Statistics show that to be a successful group costume, the item must be affordable, easy to transport/pack and effective without accessories,” offered Dominique. “Our top-selling Subbuteo costumes are perfect in this regard!”

to our range. People are becoming more ambitious and inventive with their costumes too, which has been made easier with the plethora of customisation options now available.” “Group costumes are also extremely popular at the moment; people enjoy drawing attention to their group and a theme provides great photo opportunities for social media,” Emma continued. The new outsized range of Hoopsters costumes from Rasta are popular for this reason, as are the stag-do versions of fairy tale costumes – Cinderfella, Bro White and Sleeping Boozy! Fun Shack has also seen a growth in demand for novelty costumes in recent months as funny fancy dress becomes more popular for hen and stag parties as well as festivals. “It seems to be the more unusual the better when it comes to this trend,” said sales and marketing executive Alice Knight. “We see people dressing up as anything from everyday objects to food items!” Costumes which simply slip on over everyday clothes – such as Fun Shack’s kissing booth – are an easy option for comedy group fancy dress, as they can be discarded as the night goes on if necessary!

she said, “as fancy dress is essentially about having fun!” “We are also seeing people dressing as more abstract comedy costumes instead of traditional slapstick attire,” she continued. “For example, we have recently added a bubblewrap suit 56

As the nights grow longer a large dose of medicinal laughter is the best way to keep those seasonal blues at bay. What better way to ensure that you are spreading the joy than making a big feature of your very best comedy and novelty costumes? PPE presents a selection of options perfect for any GSOH. Left: Party Animal from Amscan

The Party Jackass from Amscan is a new addition to the company’s range which is perfect for stag dos and other group nights out. “We have a growing selection of humorous costumes and accessories,” said Charlotte Cox, marketing executive. “The Party Jackass – complete with shot glasses! – is a great addition to our comedy offering, as are the Breakfast Buddies, an egg and bacon costume which is ideal for couples.” Customers who don’t want to go the whole hog can benefit from adding an instant touch of funny to any outfit with accessories. Amscan has introduced a new 30-strong range of comedy sunglasses, with bold patterns, themes and eye-catching shapes as well as a number of new novelty hats. Once best-known for its sexy costumes, Leg Avenue is also reporting a rise in business for comedy-themed accessories. “We’ve noticed that there is a higher demand for our accessory range for festivals and similar celebrations,” explained Joyce Mallo, marketing and communication. “In response to this, we have added hilarious foam masks in the shape of animal heads, perfect for both women and men.” Also keen to highlight the power of a well-placed accessory is Pam’s, as sales director Carl Taylor explained. “We find that inflatables are always a winning range and have added a number of new lines over the years. They are versatile and are perfect to complete a creative and funny costume. Walking sticks and zimmer frames also make great gifts for those with a sense of humour.” One thing’s for sure; with so much great product on offer, its never been easier to get your customers giggling! Left: Comedy Classics (l-r): Charlie Chaplin by Magic By Freddy, Circus Strong man by Palmer Agencies and the Hoopster baby from Rasta Impossible.

PROGRESSIVE PARTY EUROPE SEPTEMBER/OCTOBER 2016

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Comedy Costumes

Funny Business

Familys that play together stay together. Godan’s range of family-friendly dress-up options include these Greek togas – a costume classic!

Feel the groove with these funky Groovy 60s tinted glasses from Amscan, sure to put a smile on your customer’s faces.

The classic big baby costume will never not be funny, and Magic By Freddy has introduced a female and male matching set! These comedy glasses with attached sideburns from Godan are an essential for all aspiring rock ‘n’ roll kings.

Novelty fancy dress remains popular all year round, as these festive mankinis from Fun Shack prove.

This colourful ringmaster costume from Magic By Freddy is perfect for little comedians who are ready to take centre stage. Unicorns are trending across all social media platforms and this foam unicorn mask is available now from Leg Avenue.

A comedy classic, the Where’s Wally aand Where’s Wanda costumes from Smiffy’s are always popular at retail.

Comical costumes such as these Toilet and Flip Flop outfits from Rasta Imposta offer maximum physical impact and a great deal of humour. A range of inflatable costumes from French supplier Chaks are perfect for customers looking to make sure they are the centre of attention!

Bristol Novelty showcased this fantastic Big Head Octopus costume at Spring Fair 2016 and it has been very popular so far.

These pop-up fair booths from Fun Shack are an easy and unique option for novelty group fancy dress.

This Jamaican bobsleigh team and bobsleigh from Morph Costumes is awesome for slaying group costume themes and driving basket spend instore!

Taking centre stage at stag parties is Rasta Imposta with its own take on classic fairy tale costumes with ‘Cinderfella’, ‘Bro White’ and ‘Sleeping Boozy’ dresses for men.

This fox hunter from Palmer Agencies works well for stag dos, especially when the rest of the party dress as foxes!

A funky brightly coloured banjo from Pam’s makes a fantastic prop for a hippy costume or a musical party.

Give someone a chuckle and become a garden gnome with this new hat with attached beard from Amscan.

Following the success of its mighty Dennis The Menace Icon Suit last year, Rubie’s has added another iconic design with this new Minion suit.

The Victorian bathers from Palmer Agencies are a great option for couples comedy costumes.

SEPTEMBER/OCTOBER 2016 PROGRESSIVE PARTY EUROPE

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Market-leading title Progressive Party has extended its readership to become Progressive Party Europe. Following the huge increase in UK exports to Europe, the magazine now reaches party and costume buyers in all European countries, both online and in print format. This hugely extended readership allows UK-based suppliers to reach their total possible buying audience, while also giving European manufacturers the opportunity to include the UK retail market as part of their target market. Progressive Party Europe is read by retail buyers and distributors within the European Union. • Austria • Belgium • Bulgaria • Croatia • Republic of Cyprus • Czech Republic • Denmark • Estonia • Finland • France • Germany • Greece • Hungary • Ireland • Italy • Latvia • Lithuania • Luxembourg • Malta • Netherlands • Poland • Portugal • Romania • Slovakia • Slovenia • Spain • Sweden • United Kingdom

“

Like most major manufacturers to the costume trade, the UK is just one market we serve. As a global business, the news that Progressive Party has become a UK and European magazine is thrilling. It will act as a vital tool to help us promote to such a huge territory, and we also completely trust that the usual high level of content the magazine offer will also help us better understand these international markets”

Fraser Smeaton, director, Morph Costume Company

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“

This is an exciting time for Progressive Party Europe as we develop our offering further in order to continue serving the party product market to it’s fullest potential, recognising the advancement of international trading. To find out how to be a part of Progressive Party Europe, or to discuss this exciting development further, please contact me directly on 0203 370 4752 or Jacqui Parr on 07742 822425”

Rob Willis, publisher

March/April 2016

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May/June 2016

■ CONTENT European content in the news, product and retail pages of Progressive Party Europe act as an information point not just for suppliers, but also retailers who may seek inspiration from events outside of the UK. 25th Anniversary Special Collectors Edition

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■ ADVERTISING Progressive Party Europe advertisers benefit from this huge additional visibility to advertisements without having to take additional space. In addition to traditional retail leads, it also paves the way for new distribution enquiries.

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10/10/2016 17:33

Best sellers M A N UFACTURE RS/RANGES

Male Costumes

Mexicans, Wicked Costumes

Destination store on a busy industrial estate location with plenty of free parking.

COMMENT

Mexican ponchos and sombreros always sell well. Pirates, 70s and 80s lines are particularly popular at the moment as well.

Female Costumes

80s, Smiffy’s

There’s been such a big move towards the 80s as a dress-up fashion, it’s incredibly popular. All those 40th birthday parties!

Kids Costumes

Roald Dahl characters, Smiffy’s. Historical lines, Pam’s

It’s Roald Dahl’s 100th anniversary this year, so all of those costumes have sold really well. Book days and history weeks are always good for us as well.

Accessories

Wigs, police badges and 80s accessories from Smiffy’s and Wicked Costumes

People might buy their costumes online, but they still tend to come instore to pick up the accessories. We sell a lot of them!

Anything Else?

Eye accessories, Mesmereyez

These are great sellers for us, especially at Halloween. We have to ask people to sign disclaimers now though!

“ CAT E G O R Y

Kayleigh Masters/ Weymouth

M A N UFACTURE RS/RANGES

Good sized fancy dress and party shop, in a busy high street location with good footfall.

COMMENT

Kids Costumes

Egyptian and circus themes, Bristol Novelty, Rubie’s and Smiffy’s

Animals and clowns are really popular at the moment – anything fun like that is selling really well. Superheroes are always strong for themed parties as well.

Male Costumes

Comedy lines fom Wicked Costumes, Smiffy’s and Bristol Novelty

The fried egg and bacon costumes are really popular – the sillier the better! The Carry Me dinosaur always gets a lot of attention too.

Female Costumes

Fairytale lines, Rubie’s and Bristol Novelty

Classic fairytale characters are seeing a real boost at the moment – Alice in Wonderland is very popular, but there’s a real mix.

Balloon Retail

Bouquets, Qualatex

We have a lot of Qualatex displays out and that really helps the balloon bouquets sell well.

Qualatex

Rubie’s

Day of the Dead is a realy strong trend for us at the moment, and not just because Halloween is coming up. Spectre, the most recent James Bond film, opens at a fabulous Day of the Dead parade and I’m sure that’s had an influence on the market.

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Wicked Costumes

We don’t carry children’s superhero costumes as much as we used to – they are in such abundance at the supermarkets and at such low prices that it’s hard to be competitive. We prefer to offer something completely different.

The Party Shop

“

Smiffy’s

“

CAT E G O R Y

Vivienne Polton/ Newton Abbot

“

A Dressing Up Box

As retailers gear up for the busiest party season, PPE finds out what has kept the tills ringing over the last few weeks.

SEPTEMBER/OCTOBER 2016

10/10/2016 16:17

Best sellers CAT E G O R Y

Catherine Bartholomew/ Portsmouth

M A N UFACTURE RS/RANGES

Established store, based on the corner of a main road, with good passing trade.

COMMENT

Kids Costumes

Licensed Roald Dahl characters, Smiffys

The whole range of Roald Dahl character costumes sold through really well for the anniversary celebrations.

Kids Costumes Generic

Pirates, Wicked Costumes. Kids characters and victorians etc, Pretend To Bee

Pirates are always a top seller for us, while the popularity of other costumes depend very much on what’s going on locally and in schools.

Male Costumes

80s tracksuits, Wicked Costumes. Bananaman, Smiffy’s

Anything 80s influenced is so popular at the moment. The tracksuits are great!

Female Costumes

Wild child, Smiffys. Neon tutus, Wicked Costumes

The 80s influence is strong for women’s dress-up as well. Neon anything sells well and there is a great tracksuit which is popular as well.

Accessories

Colourful wigs, Smiffy’s

All our colourful, fun wigs are popular, but afros are easily the best sellers. We sell loads!

Anything Else?

Sandroy

We hire these out for big events and they are really popular. The Peppa and George Pig are always in demand for children’s parties.

This is our fifth Halloween in the store, and we’ve seen trade get busier and busier each year. We already have all our stock in, and a few customers have started to think about it early. We’re anticipating selling lots of clown costumes and zombie make-up.

Bits and Bobs CAT E G O R Y

Busy high street party shop with a loyal customer base.

Dawn Evans/ Dorking

M A N UFACTURE RS/RANGES

COMMENT

Kids Costumes

Roald Dahl; Sancto, Pams and Bristol Novelty

We found that people were making their own costumes for this, so we had some fabulously weird and wonderful requests! It was great fun helping kids create their costumes.

Male Costumes

Batman and Super-man, Rubie’s

The recent Batman vs Super-man movie gave these a boost, there’s always a revival when a film comes out.

Female Costumes

Superhero dress-up sets, Rubie’s

The capes and masks sets are really popular as they are a great low-cost way of dressing up.

Décor

Gold and black, Creative Party, Amscan

The new gold and black décor has been selling really well. The big glittery numbers and centrepieces have been a real hit – its our most popular milestone age collection now.

Balloons

Bubbles and large numbers, Qualatex

Balloons always sell well, and we do quite a lot of décor. Instore though, these always sell through as they make a great impact.

Partyware

Plain colour and emoji, Unique Party

Co-ordinated essentials will always do well, and the emoji collection is also really popular at the moment.

Anything Else?

Astronaut helmet, Bristol Novelty

This is a really great sci-fi headpiece, really well made. We need more like this!

“

Creative Party

There’s often quite a lot of interest in sci-fi costumes but we find it really hard to source these lines. We’re always looking for new aliens and astronauts that we can bring instore, and not just for Halloween.

“

Mascot costumes, Sandroy

Pretend To Bee

“

Jesters Fancy Dress

Bristol Novelty

SEPTEMBER/OCTOBER 2016 PROGRESSIVE PARTY EUROPE

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E H T T C E P X E

D E T C E P X E UN

The Halloween & Party Expo is your one-stop destination to see what’s hot for Halloween & Party. Between special events, FREE education sessions and a networking costume ball, this is the only place to be if you’re in the business of Halloween, Party or Celebration.

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