Progressive Party Europe September/October 2017 by Max Publishing: Print, Digital Media + Events (London)

Sept/Oct 2017

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Moon GlowÂŽ is the most popular private label and branded manufacturers of face paint, colour cosmetics, fancy dress and party make-up. We have years of industry leading experience in sectors ranging from the old school neon raves to festivals and fancy dress. Our products are manufactured in Stevenage, UK. We take pride in the fact that all our products are manufactured in our ISO 9001:2015 and GMP UN22716:2007 accredited facilities here in the UK. We have also invested heavily in dermatological testing across our ranges, all of which certificates can be provided. We have invested heavily in bringing you only the best ranges with the highest POR and sell through, our policy is to produce anything a customer requires but we do not invent non-existent products. Our ranges are focussed, targeted and well researched. This is why we work with the biggest retailers and distributors in the world to ensure that all products are consumer focussed and driven. Our superior customer service, competitive pricing, affordable shipping and unrivalled business terms is why you should work with only the bestâ&#x20AC;Ś Moon GlowÂŽ

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WELCOME The home of market leading trade magazines

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Welcome to the Party The spookiest night of the year is just around the corner and consumers are already scouring the ‘Ten Best Halloween Looks For 2017’ articles, practising their make-up tutorials in front of the mirror and generally searching the web for the latest party inspiration. For their part, retailers are also busy setting out their Halloween stock for all those forward planners – as well the last-minute trick-or-treaters, who will invariably be turning up at their local costume shop at 4:30pm on Saturday 28 Above: Progressive Party Europe’s Rob Willis and Jacqui Parr. October and wondering why ‘all the good stuff has gone’. This year’s mid-week Halloween means that most parties and celebrations will be taking place the weekend before, leaving the Tuesday night itself clear for kids to make the most of being out on a school night, buzzing from the thrill of dressing up and staying out after dark (not to mention all the e-numbers). Last year’s Halloween was, ultimately, a bit of a disappointment – although following on from 2015’s bumper year was always going to be a bit of a stretch. So what’s the feeling about this year, as we approach the industry’s biggest and most lucrative season? It’s fair to say suppliers are apprehensive but hopeful, while retailers are cautiously planning ahead. The competition from budget stores and supermarkets shows no signs of abating (as we go to press, Aldi’s complete Halloween range has just launched, with prices starting at 89p and going up to £7.99 for an adult costume), so dedicated party retailers are painstakingly aware of the need to make a real statement with their offering. Meanwhile, the media – both online and traditional – is going to town on Halloween fashion articles and how best to recreate the scariest characters of the moment (Pennywise from Stephen King’s IT, in case you weren’t sure.). But there are also articles warning the public to make sure they party safely; from concerns about the dangers of trick-or-treating to fire departments issuing warnings about potential fire hazards. The public is frequently warned about the danger of counterfeit costumes in the run-up to Halloween as fake or counterfeit costumes which don’t meet CE safety standards have been a major problem in the party industry for some time now. However, a number of high-profile arrests and trading standards raids have taken place throughout the UK over recent months, putting at least some of these operations out of business. For more on this story and how counterfeit costumes can damage the party industry, see news page 11 and our feedback feature on page 50. The party market is a unique industry; while considered niche, it also generates millions of £GBP each year. It is undeniably seasonal yet fast-moving and neatly straddles the vastly differing worlds of traditional party retail and the modern trendled world of online tutorials and next-day deliveries. It is strange then, that it has taken us so long to bring you the one thing the party industry has been lacking – a proactive, dynamic news-driven website, with twice-weekly newsletters delivered straight to your inbox. The new website, www.PartyWorldwide.net, will be the first ever online news website for the global party, costume and balloon industry. In addition to the latest news, it will also feature number of other useful sections such as a jobs board, association pages and other valuable industry information. An essential online resource, PartyWorldwide.net will allow us to represent the global party industry in real time, while also showing the marketplace for what it really is – a continually evolving, modern sector which is heavily influenced by digital innovations and cutting-edge trends. Can you tell we’re excited? Visit the website and sign up now to start receiving the free PartyWorldwide newsletters, jam-packed with all the latest news, views and opinions. Until next time, have a horror-filled Halloween! Jacqui Parr – Editor @Prog_Party_Eu

Rob Willis – Publishing Director

SEPTEMBER/OCTOBER 2017 PROGRESSIVE PARTY EUROPE

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CONTENTS

What’s inside: SEPT/OCT 2017

News

The latest from the party world

BAPIA

Guest column from Aimee Smith

The Jester

The death of the salesman?

New Products

Brand new and twice as exciting

New Products EU

European suppliers latest

EPBC

Top 13 tips and safety tips for Halloween

Halloween

Last-minute product reminders

Licensing

Because you should always be Batman

09 19 23 25 29 31 35 45

49 50 53 57 61 65 66

Licensed To Party

The latest licensed loveliness

Feedback

Counterfeit costumes

Pop Up Halloween

The story behind Halloween HQ

Novelty Costumes Bigger is better the growing trend

Scene Setting

It’s not just about costumes

Unsung Hero

Widmann’s IT Hero

Best Sellers

Retailers share tales from the tills

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NEWS PAGE

NEWS UPDATE Progressive Party Magazine Launches Global Online Platform The first ever online news website for the party and costume industry, PartyWorldwide.net, will be going live on Friday 13 October 2017. Launched by Progressive Party Europe the leading publication for the party, costume and balloon industry - the website will serve as an essential online resource for the global costume, party and balloon market. “We are extremely excited to be launching the new website and news service,” says Jacqui Parr, editor of both Progressive Party Europe and PartyWorldwide. net. “It will allow us to represent the global party industry in real time, while also showing the marketplace for what it really is - a continually evolving, modern sector which is heavily influenced by digital innovations and cuttingedge trends.” A twice-weekly newsletter will be sent out to all subscribers, delivering the latest news, comment, analysis and other

information directly to inboxes and mobile devices. Publisher Rob Willis agrees, saying that; “Launching PartyWorldwide.net is a natural advancement which will compliment our much-utilised print title, giving both retail readers and industry experts the best of both worlds.” The industry has been quick to support the launch and testify that there is a real need for a responsive news service within the industry. “We know our

Rasta Imposta Sues Kmart In Banana Row New Jersey-based costume company Rasta Imposta is in the process of suing Kmart, accusing the US retail giant of copying its famous banana costume. Until just a few weeks ago, Kmart carried the company's banana costume during every Halloween season since 2008. This year, Kmart sourced the costume from another supplier in a move which Rasta Imposta believes infringed its 2010 Banana Design copyright. Kmart’s costume; “has the same shape as the Banana Design, the ends of the banana are placed similarly, the vertical lines running down the middle of the banana are placed similarly, the onepiece costume is worn on the body the same way as the Banana Design, and the cut out holes are similar,” the complaint said. “Rasta Imposta has suffered significant financial harm and irreparable harm to its reputation as a result of Kmart’s conduct.” Left:The full-body banana costume design which Rasta Imposta believes Kmart has copied for its Totally Ghoul Halloween costumes

retail buyers trust and rely on Progressive Party Europe for their news, product information and seasonal focuses,” says Tracey Devine, head of marketing and licensing EMEA for Rubie’s Masquerade. “The launch of an online service reaching their inboxes will help retailers even more, which is something all suppliers can support!”

In addition to the latest news and views from the sector, PartyWorldwide.net will also include a number of other useful sections such as a jobs board, association pages and other valuable industry resources. For more information and to sign up to the twice-weekly newsletter, please visit www. PartyWorldwide.net.

PPE Wants You!

the industry, but to do that, we need your news! So make sure you keep us informed about everything, from Halloween howlers and national helium shortages through to new licenses and retail reports. Please send all news submissions through to Jacqui on jacquip@max-publishing.co.uk.

That’s right; we want your news, views, opinions and commentary on the issues that matter. PartyWorldwide.net will allow us to be more responsive and make sure that the industry is kept up-to-date with the latest happenings from within

Palmer's Halloween Present Halloween afficianado Palmer Agencies would like to wish all its customers a very happy Halloween season – and will be getting the season going with a swing with this fab special offer. All readers of Progressive Party Europe will be able to take advantage of the very generous promotional offer of 20% off Palmer Agencies' 3’ scary Halloween dolls (subject to availability) by quoting PP1017 when placing their order. “Halloween needs to be a time for our retailers to make maximum profit and we would like to help by offering the most unique and special decorations in the market,” says marketing director Sergio Battaner. “These products will certainly help retailers set the mood for a successful and busy Halloween.” The dolls included in the deal are Lil Sweet Vengeance B/O Figure (6565A)Grim Girl Doll B/O Figure, (6565B), Victorian Doll (6565C), Roaming Homicide Clown (6565D). Above: One of the range of doll props available from Palmer Agencies.

Hen And Stag Parties Banned Press reports that hen and stag parties have been banned from many of York's most popular licensed venues thoughout its city centre have caused concern that others may follow suit. If pubs and bars continue to ban large groups of partygoers – particularly those celebrating impending nuptials – then the trend for fancy dress (as an aid to easily identify those who are part of the group) is likely to fall out of favour quite dramatically.

For the latest news, log on to PartyWorldwide.net

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Leg Avenue Europe Celebrates Five Years The global Leg Avenue brand, which first originated on a Los Angeles market stall, opened its European branch of the business five years ago. The family business has seen its European operation swell, both in terms of employee numbers, in sales figures and in brand recognition. “With the rising popularity of the brand in Europe, comes a loyal group of fans and of course increasing sales,” explains marketing director Joyce Mallow. “It’s the enthusiasm of employees and management that helped Leg Avenue grow. The team used to exist only of eight employees and has grown to twenty passionate stars! But this success would never have been possible without the feedback and love from our clients – so thank you all!” Above: The feminine Leg Avenue brand has grown into one of the leading businesses in the European party market.

SEPTEMBER/OCTOBER 2017 PROGRESSIVE PARTY EUROPE

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PARTY NEWS

The Fake Fancy Dress Crackdown The public has been warned about the danger of counterfeit costumes in the run-up to Halloween following a number of high-profile arrests and trading standards raids which have taken place throughout the UK over recent months. Most recently, officers from a specialist unit swooped on four addresses in the Cheetham Hill area of Manchester – often hailed as the counterfeit capital of the UK. During the raid, the specialist police unit, which works across the country to protect UK industries from intellectual property crime, recovered hundreds of fake fancy dress costumes which could pose a public safety risk due to a lack of proper (or any!) testing. Three people were arrested during the operation, which also involved fancy dress manufacturers

What's Popular On Pintrest? According to social media barometer Pinterest, these are the most searched-for, pinned and saved Halloween costumes and themes for 2017 so far (end Sept). The team behind the online company have crunched the data and – thanks to its almost 180 million monthly users – these are the top ten most coveted costumes this year. 1. Pennywise the Clown from the Steven King movie IT, 2. Characters from the Netflix show Stranger Things, 3. Belle from Beauty and the Beast, 4. Giraffes – 'pins' are up by 1200% on 2016!, 5. Wonder Woman – more than 230,000 WW costume ideas have been pinned, 6. Game of Thrones characters, from Jon Snow to the Khaleesi herself, 7. Baywatch costumes – searches are up by 240% this year, 8. Hippie – generic 60s and 70s styles are popular choices, 9. Unicorn – with searches up 130% since May these are a safe bet, 10. Mermaids – a popular choice for the fashionforward in 2017.

Rubie’s Masquerade, after the company contacted the authorities and sparked the investigation. “Counterfeit fancy dress clothing is not subjected to the same rigorous testing as genuine items and therefore poses a public safety risk to consumers,” said a police spokesman. “The risks involve suffocation, poisoning from untested dyes and colourings and strangulation due to the lack of appropriate fastenings.” Back in August, Amir Liaquat – owner of Walthamstow's Fancy Dress Mart – was fined £6,000 after

he pleaded guilty to offences under the Trademarks Act for supplying costumes and accessories. Trading Standards investigations found Amir with counterfeit superhero costumes in September of last year. He was also selling the fake costumes on Amazon. Cardiff-based Andreas Lazarou was also found in possession of more than 1,500 illegal items including unsafe children's costumes back in October 2016. The charges stemmed from a tipoff that his shop, Ialpha World, was selling counterfeit children’s fancy dress outfits. Andreas claimed that he 'did not know what he was getting himself into' and that the offences were a result of complete naivety after

Balloon Bans Continue To Take Effect The recent spate of bans and active campaigns against balloon releases continues, with South Tyneside and County Cork in Ireland the latest two councils to propose outlawing the activity. South Tyneside Council is the latest of 32 local authorities throughout England to ban the releasing of balloons, which is often done as in memoriam or as part of a celebration. “Balloons and balloon fragments can pose a serious risk to wildlife, particularly marine animals,” said a spokesman for South Tyneside Council. “It is for this reason

that we discourage people from releasing balloons, especially along the coastline.” People could also soon be faced with a fine if they launch balloons into the air in County Cork, where the council’s Environment Directorate has backed a request from a councillor to draw up bylaws to ban balloon releases. Independent councillor Marcia D’Alton, who proposed the bylaws, denied being a partypooper, saying there were good reasons for imposing a ban and citing the hazards posed to wildlife and the environment.

New Names At Karnival Costumes Now in its third year of business, Karnival Costumes is currently one of the fastest growing companies in the fancy dress and Halloween market. It uniquely offers a direct manufacturer-to-customer service, allowing the customer to maximise margins. The latest addition to the team is Stuart Goodman, who has joined as head of sales for EMEA, America and Australia. Stuart is well-known within the trade and has over 20 years of experience in the party market. “I'm excited to be joining Karnival Costumes,” said Stuart. “It's a great, creative, international team and we're all committed to providing the best possible service to our customers. I can't wait to get started!”

Above: Trading standards raids have been seizing counterfeit goods in a number of raids.

Amscan Is Summer-Ready Party product supplier Amscan has recently launched its latest catalogue, the 2018 Spring and Summer Book, containing the latest ranges for key occasions throughout the spring and summer months. New additions for Valentine’s Day include glitter decorations, centrepieces and over 30 stunning Anagram foil balloons by Anagram, while the St. Patrick’s Day collection has been expanded to feature new costume accessories to help get customers into the Irish spirit. Looking ahead to the summer months Amscan also has a great new variety of Graduation themed partyware and balloons to create a first class celebration and a range of new summer balloons featuring on-trend designs such as flamingos and pineapples. The catalogue is available to view online at www.amscan.co.uk.

New Home For Charity Fancy Dress Shop A fancy dress store which sells costumes to raise money for children with physical and mental disabilities has found a new home following an urgent appeal for new premises. Surrey-based Suite 109, which raises monies for the Peterson's Fund for Children charity, was previously based in Chertsey but has now moved to Walton. Charity founder Charlene Peterson stocks a range of costumes, suitable for dancers, theatre groups, schools and those who love vintage fashion. "We are so excited to be in our new, beautiful space,” said Charlene. “We have more than 5,000 items [including] dancewear and fancy dress..... wigs, masks, Halloween and Christmas items and so much more." Money raised by every item sold by Suite 109 goes to support Peterson’s Fund for Children, which provides funding for therapy and equipment for children with severe disabilities.

For the latest news, log on to PartyWorldwide.net

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he purchased the goods online, believing they were legitimate. For industry opinions on how the counterfeiting trade affects the party market, please turn to p51.

Above: There are more than 5,000 items available instore at Suite 109.

SEPTEMBER/OCTOBER 2017 PROGRESSIVE PARTY EUROPE

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PARTY NEWS

A High Street Halloween

Halloween Horrors

The last few years have seen a significant rise in the UK's Halloween spend, with figures rising as high as £300m in 2015. This year also looks set to be a thriller, if the number of high street stores and supermarkets throwing their (witches) hat into the ring is anything to go by.

■ P rimark – which has launched a huge new Halloween collection encompassing homeware, costumes, accessories and make-up kits, with prices starting at just £1,

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 and the undeniable influence of the American market – which is also continuing to grow. According to the National Retail Federation’s annual survey, total US spending for Halloween reached $8.4 billion last year and is set to

Bad Taste Fancy Dress It's nearly Halloween, so – regular as clockwork – now's the time for the national media to start gasping in horror at some of the costumes we’re already very familiar with. The Daily Star was the first to clutch its pearls as it found that fancy dress companies were selling Taliban bomber outfits for Halloween, as they put it; 'just months after the Manchester Arena blast horror'. They also made reference to Halloween costumes 'which campaigners say make fun of people with mental health problems'. The Express and The Sun both ran features dedicated to costumes depicting North Korean leader Kim Jong Un, with the former describing him as 'a real-life horror'. According to the story, online sales of Kim masks have surged in the run-up to Halloween, as have Donald Trump masks and hats. Poundland said that it was offloading it's Donald Trump merchandise, which had originally been created in anticipation of Mr Trump's state visit to Britain. The Daily Mail also drew attention to the sexy Fake News costume which has been prevalent across social media, receiving mixed reviews from the public.

reach a record $9.1 billion in 2017 ($4.3 billion of which is predicted to be spent on costumes and $2.7 billion on decorations). Historically, the UK market grows in line with the US, and this year looks to be no different, as a cursory glance at most high streets will confirm. Crucially, supermarkets and high street stores appear to be

Other retailers getting in on the Halloween act include: ■ Sainsbury's – which included this year's Halloween stock in its 25% off autumn sale to drive business,

unphased by last year's 'blip' in Halloween's impressive growth trend and are banking on 2017 being a bumper year for the holiday. Asda, for example, is predicting a significant boost in pumpkin sales, with 2.2 million of them expected to be sold this year – 61% more than the 1.35 million that were sold in 2015. Above: Children's costumes are a popular choice for high street stores and supermarkets.

It's Christmas(World) The world’s biggest trade fair for the international seasonal and festive decoration sector will be taking place from 26 – 30 January in Frankfurt am Main. Ideal for retailers and decorators looking to identify key trends and colours for the 2018 season, the show brings together manufacturers, retailers and major commercial buyers from all over the world. The Trend Show (in Hall 11.0) is a highlight of the show, providing a showcase of the colours, materials and designs for the upcoming festive season. The four style trends which have been identified are: ‘vivid heritage’, ‘eclectic gathering’, ‘balanced sobriety’ and ‘splendid history’. For more information, or to register to visit the show, please visit www.messefrankfurt.com

Fancy Dress Decade It's all smiles for Lucy Moore of Surrey-based Fancier Dress fancy dress shop as she welcomes customers past, present and future to come along and help her celebrate ten years in business this October Lucy, who's shop has been a central part of Limpsfield village for the last decade and offers thousands of hire costumes as well as retail lines, will also be unveiling the brand new premises located at the back of the old shop. Right: Fancier Dress has been a central part of the Surrey village for a decade.

■ Lidl – with a children's costume collection which includes entire outfits for under £5 and an adult's range starting at just £8, ■ B &M Stores – with a complete range of costumes, decorations and partyware including animated props and lighting effects, ■ Pets At Home – a complete range of canine costumes ranging from Batman (Batdog?) to classic spiders and pumpkins.

Anagram Tackles Over-Inflation The decline in helium supply is a subject which crops up frequently and so Anagram International has been working on ways the industry can help address the issue. As part of a focus on the overinflation of balloons, the balloon manufacturer has developed a helium regulator test gauge. The Manometer is a language-free tool which measures the actual delivery pressure, in w.c.i, of a helium tank foil regulator. Anagram and Conwin first worked together to develop a balloon a regulator in the 1990s, and Conwin is still considered the Gold Standard for regulator consistency and performance. Following extensive research, all Conwin regulators were set to 16-18 w.c.i., which remains the standard to this day. Anagram found that as many as 70% of its customers were unknowingly over-inflating their balloons. It also said that over-filling a foil balloon will shorten the hang life by more than 50%, while overfilling a balloon will also use up to 16% more helium.

New Catalogue As part of its Halloween and Christmas push, Widmann has released an 'Additions' catalogue, listing fancy dress items and accessories which have been added to the Widmann catalogue since the start of 2017. To get your very own copy, get in touch with Anna at Sancto (Widmann's UK distributor) on +44 (0)1702 4476767

For the latest news, log on to PartyWorldwide.net

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■ Asda – in addition to the pumpkins, a new fancy dress range includes a selection of Disney villain-themed costumes for under £25,

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PARTY NEWS

Education And Inspiration

H&P Expo Prepares For Best Year Yet Hailed as the number one stop for party retailers and buyers from across the world, Halloween & Party Expo is taking place from January 12 – 15, 2018 in New Orleans, LA at the Ernest N. Morial Convention Center. Featuring the hottest trends in everything for the Halloween, party and celebration market, this year's event is set to be bigger and better than ever before. The 2018 show will see the return of the Haunted Trends Runway, where exhibitors bring their products to life. This will showcase exhibitor tutorials, fashion shows, party displays and the brand new Artist Battleground – a make-up competition which will see the top make-up companies in a live faceoff on-stage! Also new this year is the partnership between H&P Expo and HAuNTcon – the

Haunted Attractions National Tradeshow & Convention. This new collaboration brings the Halloween, party and haunt industries together under one roof and means that H&P Expo buyers will be able to benefit from unprecedented access to more than 400 leading exhibitors across the props, décor, special effects and make-up categories. A new Buyer’s Club programme will also allow top decision makers the opportunity to set appointments and select oneto-one meetings with selected exhibitors, while the networking continues at the annual Brewing,

Foil Balloon Ban Fails A motion that would have banned balloons from Vancouver's parks, community centres and beaches was defeated earlier this month. In the last issue of PPE, we reported on the possibility of a complete ban on foil balloons in Vancouver, as the motion moved to prohibit balloons in parks, community centres and other areas under the board’s jurisdiction. Green commissioner Stuart Mackinnon tabled the motion, citing a number of reasons including environmental concerns and child safety. However, Stuart said the purpose of the proposed ban was really to educate the public of the possible negative consequences of using balloons. The proposed ban received little support around the board table and was defeated 5-2. Above: Foil balloons will continue to be used throughout Vancouver.

Booze and Boos party; the best off-season Halloween celebration in the industry. Additional incentives are available for international buyers – find out more at www. halloweenpartyexpo.com Above: There are plenty of new attractions in store for buyers at next year's H&P Expo.

Media Warns Of Lens Dangers The national press has been reminding consumers of the dangers of buying novelty eye lenses in the run-up to Halloween, following a number of highprofile incidents last year. An article in The Metro quoted optician Patricia O’Connor, who said that that buying non-prescription lenses for Halloween is a bad idea. “Eye infections as a direct result of cosmetic lenses have been known to cause permanent damage to the eyes and in some extreme cases, even blindness.” However, responsible party retailers will ensure that customers buying novelty eye lenses are made aware of the advice on how to wear them without damaging their eyes. All reputable brands will offer clear instructions and health warnings so that consumers can ensure they remain as safe as possible.

Designed to be the place where business-minded balloon decorators, twisters/entertainers, and party store retailers come together, the Qualatex World Balloon Convention 2018 is also an ideal introduction into the business of balloons for ambitious newcomers looking to explore a rewarding and profitable career. Taking place from 14 – 17 March in San Diego, USA, delegates at the Qualatex World Balloon Convention will be able to learn from the very best instructors, take part in exciting competitions, network with industry peers and attend aweinspiring parties. For more information and to secure your early bird tickets while they are still available, please visit www. worldballoonconvention.com

Premium Goes West Premium Balloons is now able to offer its customers the Western Enterprises line of helium equipment. Western Enterprises is a leader in providing high quality helium equipment to the party store and professional decorator markets. For over 30 years, it has been manufacturing balloon inflation equipment and accessories and continues to expand its product lines and enhance product quality, efficiency and reliability to meet the changing needs of its customers. For more details visit, www. premiumballoon.com

RSC Sale Success

Training Day

Around 1,700 costume fans descended on The Royal Shakespeare Company's former rehearsal rooms for September's The Costume Jumble Sale – with some keen bargain-hunters queuing overnight. The garments, mostly made by the world-renowned RSC Costume Workshop, were part of a clear-out by the RSC Costume Hire – which hires out costumes once productions have ended. Items in the sale came from RSC productions over the past 20 years, including the acclaimed 2008 production of Hamlet, starring David Tennant. “The Costume Jumble Sale proved incredibly popular,” said RSC head of costume Alistair McArthur. “The first people started queueing at 5pm the night before and it attracted visitors from as far away as Sweden! All profits from the sale will go towards Stitch In Time, the pubic fundraising campaign to help redevelop of our costume workshops.” Over 10,000 items, including uniforms, suits, shirts, shoes, jewellery, hats and more, were up for sale with prices starting at £1.

If you're looking for a little balloon pick-me-up or refresher this side of Christmas, here's PPE's pick of the training courses and events still available.

Above: Hats featured heavily in the RSC sale

For the latest news, log on to PartyWorldwide.net

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■ 14 & 16 November: What's Hot Right Now Masterclass, Manchester and Glasgow. ■ 20 – 21 November: Care & Share for Twisters, West Midlands. ■ 26 – 27 November: NABAS 30 year anniversary, Coventry (a two-day event including masterclasses, competitions and black tie gala dinner).

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PartyWorldwide.net

is the new online news website for the global party and costume industry. Launched by the leading publisher to the worldwide party sector, Progressive Party Europe, the website will serve as an essential online resource for the global costume, party and balloon market. «T wice-weekly newsletter landing in over 8,000 inboxes « I ndustry jobs / agents board « Resource section with industry analysis «D igital editions of Progressive Party Europe « F ully supported by industry associations and key trade shows

“We know our retail buyers trust and rely on Progressive Party Europe for their news, product information and seasonal focuses the launch of an online service reaching their inboxes will help retailers even more, which is something all suppliers can support.” Tracey Devine, head of marketing and licensing EMEA, Rubie’s Masquerade.

Brought to you by the publishers of

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For sponsorship and commercial enquiries please contact Rob Willis on robw@max-publishing.co.uk

09/10/2017 11:54

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BAPIA

THE

BAPIA

ST BOO

John Bowler has been part of the party industry for more years than he cares to remember! John currently runs the Balloon And Party Industry Alliance (or BAPIA) and can be contacted on info@bapiaonline.com

GET INVOLVED, DEVELOP AND GROW As part of a special series of guest columns, John has handed this page over to BAPIA member Aimee Smith, who owns Celebrations Party Shop in Marlow as well as running independent business advice company Balloon Bosses. Here, Aimee extolls the many virtues of being part of an ever-growing, creative industry.

“W

ith industry growth at an all-time high it has never been a more exciting time to get involved, develop and grow in the balloon and party industry. Social media is now at the forefront of business and consumer relationships, with social media trends developing at a rate of knots. Businesses have seen a rapid and unprecedented rise in demand for new and creative designs, with platforms such as Pinterest leading the charge and fast becoming the go-to resource for innovation and original design. Social media has had a powerful impact on the industry as balloon décor is so visual and online resources such as Instagram are helping to boost businesses product visibility at just the touch of a button. For both consumers and creatives alike, social media and image sharing sites have become a leading source of inspiration when beginning to plan décor for events. Social media has also proven to be a valuable networking tool for many across the world, allowing us all to connect, share designs and support one another. This support and camraderie reinforces that this is truly a friendly and encouraging industry to work in while also showcasing how fast the balloon and party industry is developing. Just one year ago, Oswald Loewy (the chief executive of Sempertex) gave an interview in which he spoke about how he grew Sempertex to be the third-largest latex balloon manufacturer in the world. He explained how he took the bold step to stop all other production of multiple product ranges at Sempertex and instead switched to solely producing latex balloons. Oswald’s big gamble – which resulted in huge growth for Sempertex – highlights the growth in demand for balloons worldwide. This consumer demand, now clearly identified by Sempertex and spurred on by internet influences, can be converted into profitable opportunities by balloon artists, decorators, retailers, entertainers and twisters.

This, twinned with innovation from market leaders such as Qualatex (who commemorated its 100th anniversary this year), highlights the unlimited prospects for growth in the current market. Businesses can use these significant milestones and success stories to confirm the possibilities of longevity when building a business in this industry. Qualatex’s milestone celebrations have provided a number of business-boosting possibilities which are open to all in the balloon industry. The company offered its worldwide Q tour as part of the celebrations and gave

Above right: Aimee Smith and Mike Hurst (Reds Balloons and Parties) with their winning Qualatex Mystery Box design. Above: Aimee (second from left) after taking part in the Inflated Inspirations balloon art installation earlier this year.

balloon decorators the opportunity to test their skills against others with a mystery box competition as well as providing businesses with a chance to develop their core balloon training. Significantly, these courses and activities have also offered decorators the chance to network with others in the trade at the course itself, a chance to brainstorm ideas and talk about what is happening in our industry. This has ultimately proven useful for many, helping them develop and strengthen businesses during this prosperous time. At this exciting time it is important to work on our businesses to ensure the most is being made from the opportunities presented to us at this point of growth and development. BAPIA supports its members with ongoing training, as well as providing essential resources such as business insurance and prides itself on being a key support for businesses in the balloon and party industry. Get involved!”

What Is BAPIA? The Balloon And Party Industry Alliance, or BAPIA as it’s more commonly known, is designed to work for the party industry to promote the benefits of using industry professionals and to bring significant benefits to our members. BAPIA is a member of the European Balloon and Party Council (EBPC) and keeps members updated on the latest news, including the most recent initiative – the Code Of Best Practice for balloon retailers and professionals. You can read more about this in BAPIA’s latest quarterly newsletter. Mailed directly to members, John is happy to send a copy of the latest edition to interested parties – simply email him at info@bapiaonline.com.

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The Jester Says

THE

JESTER

S SAY

Writing freely, from behind a magical cloak of confidentiality, The Jester draws on an entire lifetime of party experience to bring us controversial opinions, interesting viewpoints and all the latest industry gossip, fresh from the grapevine...

DEATH OF THE SALESMAN “T

his is not a reference to the book of a similar name, but is my idea of how the future of the traditional sales representative may change in a few years. I have met maybe hundreds of salesmen and women over the years; from the annoying ones who tried to sell me utility services, to the more helpful ones who were actually offering something that I needed. I have come across reps that only lasted in the business a few months, while others have lasted in the trade for so long that I would now call them my friends. In my early years in this industry, I also came across those who would take advantage of a young (and rather niave!) shop owner. Luckily these were few and far between, but I am sure that we have all been told that ‘this amazing new product is the best thing since sliced bread’. The dodgy reps concerned have naturally sold thousands of them and if I’m quick and order now, I may just be lucky and get a few delivered – only to find that I am still stuck with piles of stock years later. I even remember the time when a firework rep was telling the truth when he said that we would be rationed

Below: Video calls are already changing the way business is conducted.

Right: The life of a sales rep as (unfairly!) represented by David Brent.

with what we ordered. I was sceptical, but sure enough – and due to problems in China – that year there were indeed shortages. A lot of you will also remember the muchanticpated release of Star Wars the Phantom Menace. We all believed that it would be the Next Big Thing, and the salesmen did not have to try hard to persuade us very much to buy lots of merchandise. What a disaster that was! Now let’s look at how the system works at the moment. A rep covers hundreds of miles to visit their customer base, trying to find new outlets that will stock their range, taking orders (if they are lucky) and spending several weeks of their life in traffic jams. Then they have to see us all over again at trade shows! In years gone by they could even be seen lugging suitcases full of samples to our door for us to look through. What I am proposing would save the companies employing these people money and take lots of cars off the road. Video conferencing. It’s simple really. Recently I opened a new personal bank account; I was in a local branch of my bank but the person I was dealing with was hundreds of miles away. It was great, there was no time delay and after a while I simply forgot that I was talking to a screen. There are plenty of free videoconferencing options such as FaceTime and Skype and they are all simple enough to use.

Just imagine – no more rocketing petrol costs and no more expensive company cars. If the customer wants a sample it is simple and cheap enough to simply send them one. We would still get the important face-to-face meetings at the trade shows (and this may even have the happy side-effect of making more companies attend the shows!) and the reps would have more time with each customer as they would be cutting out all that travel time spend sitting in traffic jams between each customer. Companies could spend the money they save on more imaginative ways of showing off their products using new and exciting computer generated ideas. There may be a few die-hard traditional salespeople who enjoy spending their days sitting in a car but I sure they are few and far between. Let’s see what the future brings and embrace technology. To finish with the traditional Jester joke: A new estate agent closed his first deal, only to discover that the land he has sold has been submerged and is now completely underwater. “That customer going be pretty mad when they find out,” he said to his boss. “Should we give them their money back?” “Money back?” shouted his boss in horror, “what kind of salesman are you? Get them on the phone and sell them a house boat!” SEPTEMBER/OCTOBER 2017 PROGRESSIVE PARTY

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FEEL THE FORCE THIS DECEMBER Order the official range of latex balloons, Bubbles and tableware* now.

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What’s New?

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

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What’s New?

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Bright Stuff

Brighten up any setting with Amscan’s new neon-themed decorations which glow under black light – perfect for 80s and 90s parties! The party range is a classic which is ideal for all ages and includes a great mix of décor in different styles, including pennant banners, paper lanterns, foil door curtains, swirl decorations and more.

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Tribal Warrior

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This Native American-inspired number from New Temptations will have customers dancing until the sun comes up! Ideal for group dressing up themes, the complete costume includes a headpiece and suedette mini-dress with a tribal style hem, fringed neckline and attached beaded belt. The dress is also available in plus-size.

Marble Block

Combining on-trend pastels in mint and peach, beautiful marble detailing and shiny accents, Neviti’s new Colour Block Marble collection offers a very modern and elegant flair, perfect for a variety of occasions. Ideal for a simple table setting in a single colour or get creative and mix and match the peach and mint ranges for an individual look.

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Pocket-sized Fun

The new Mini Theme Pack range from Snazaroo combines playful colour combinations with convenient and compact packaging. Each pocket-sized kit includes everything needed to create a magical face paint look, and includes three colours, a brush, a sponge and an easy to follow three-step guide. Ten different designs include festive mask, vampire and snowman.

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Great Glitter

Help create a sparkly party with this fantastic new glitter range from Creative Party. Available to order now, the glittery collection includes shaped candles, assorted table décor and even cutlery. Large glitter numbers and shapes in different colours make ideal centrepieces for consumers looking to take advantage of the popularity of this trend.

Happy Hair

Costume company Fun Shack has launched a new range of Lift Me Up costumes for all seasons and occasions. The fun range of Lift Me Up costumes are easy to wear, instantly effective and great for both men and women. The collection of over ten new characters includes options for all key dress-up events including Oktoberfest and Christmas.

SEPTEMBER/OCTOBER 2017 PROGRESSIVE PARTY EUROPE

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GIVI ITALIA AT HONG KONG MEGASHOW HONG KONG MEGA SHOW PART 1 OCTOBER 20-23 , 2017 BOOTH NUMBER: 1E-F43 & F45 (HALL 1E) HONG KONG MEGA SHOW PART 2 OCTOBER 27-29 , 2017 BOOTH NUMBER: 3G-D27 (HALL 3G)

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What’s New?

What’s New In Europe? By gic y a M edd 30240 Fr ) 89 7.com

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Skulltastic!

A brand new range of Day of the Deadinspired costumes from Magic By Freddy’s includes plenty of options to choose from, for both men and women. With high-quality outfits and accessories perfect for the hire costume market, the costumes (which include hats, jackets and other accessories) are particularly well suited for Halloween events.

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Party Piñata

Party supplies expert Folat is introducing a number of new piñata designs in the shape of a star, a fire truck and a dinosaur. While the fun shaped designs are ideal for children’s birthdays and other themed events, the stars are perfect for both Christmas and New Year’s Eve, and are available in both gold and silver.

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

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Surprise, It’s A...

These exciting new Gender Reveal balloons from Globos Payaso are expected to be extremely popular. The company has added to its everexpanding range with this new offering, 36” black ‘mystery’ balloons which come pre-loaded with either pink or blue confetti. A perfect option for those looking to announce their new addition with a bang!

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Time For A Tee

These fun printed t-shirts and mesh overhead masks offer a fresh option for dressing up from Godan. The new collection is perfect for party-goers looking to enter into the spirit of the party without going to a lot of effort – with designs ranging from comedy through to Halloween and aliens to Halloween, there’s something for everyone.

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Happy Hair

One of the more exciting new additions to Leg Avenue’s collection is a new range of wigs in a number of Instagramapproved colours and styles. The highquality wigs feature hairstyles and colour blends which are are particularly trendy and popular at the moment. The colourful hairstyles are perfect for themed parties, as well as for regular nights out.

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Cool Kids

These eye-catching suits for little boys (from two to eight years old) and teenage boys (from ten to 16 years old) are variations on the adult OppoSuits collections and come with a jacket, trousers and safety tie. The suits are currently available in four different prints, including lumberjack-plaid and comic book print and are available to order now.

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EBPC

ING K L TA

EBPC

Suteesh Chumber is the operations manager at EBPC

HALLOWEEN HELP! As Europe’s leading voice on the party and balloon industry, who better to share their top 13 ‘tricks and stay safe’ tips for Halloween than the European Balloon & Party Council (EBPC)? Here are the key pieces of advice retailers should bear in mind this Halloween.

“H

alloween is a great time of year which transforms even the oldest of us into magical little ghoulies. Everyone, especially children, loves to dress up at Halloween. With the explosive growth and increased access to costumes in the EU market over recent years, sadly an incident of a costume fire in 2014 has led to questions by some on whether the standards are adequate and a clear need to ensure consumers are made aware of how to remain safe. Although there was no clear indication whether the costume involved was manufactured to any safety standard, the EBPC would like to offer the following tips to help you advise your customers and ensure they remain safe and enjoy Halloween. 1. When choosing a child’s costume, always look for the CE marking to ensure the product is manufactured to the harmonised European Safety Standards, which includes flammability. This doesn’t guarantee a product won’t catch fire, but it does indicate the product will burn slowly and present a low rate flame spreading if it ignites. 2. Draping costumes have a higher chance of catching lit lanterns placed on the floor and could present a trip hazard on steps. Ensure your customer’s costumes fit appropriately. 3. Purchasing items online can also pose a risk of buying from unknown sellers without knowing their history. If you know customers are planning on purchasing online, ensure the retailer is reputable and carries genuine products. 4. Avoid stocking costumes with too much glitter as the glitter itself can increase the flammability rate. 5. Remind customers to keep burning candles out of reach of children and pets, do not burn candles on or near anything that can catch fire.

6. Stock battery operated candles for consumers who remain unsure and are concerned about the fire and safety risks of real flames. 7. Stock heavier synthetic garments manufactured from a single type of fabric rather than flimsy, layered and frilly garments. Heavier synthetic garments tend to have a slower burn rate, while thin, flimsy garments often burn much faster. 8. Suggest consumers wear everyday clothes under their costume to provide added protection should a tricky situation with flames occur. 9. Customers buying face paints should be reminded to always read the label before use. They should patch test their skin for allergy at least two hours before using the product. 10. Monitor your accessories and props. Ask yourself the question – ‘would customers be harmed if they fell on these props?’ If so, consider softer options. 11. If you sell masks, ensure the eye cutouts are adequate and children can breathe adequately. Warn customers that masks should not be worn when approaching busy roads as it can be difficult to see and they can widen your blind spot. 12. Advise customers that they can stay

visible by wearing lighter coloured costumes. If the costume is dark, reflective tape or glow sticks will help keep people visible to motorists. 13. Remind customers that any footwear provided with their costumes may not suitable for outdoor use – choosing a sensible replacement will ensure there are no slips or trips. Look for the CE marking on children’s costumes – it means the product has been manufactured by a reputable manufacturer to meet European Safety Standards for the products concerned. Most of all, a little mental risk assessment goes along way – just take a minute to stand back and look at the costume, fitting and accessories a customer is choosing and ask yourself whether it looks and feels safe. We would like to wish everyone a happy and enjoyable Halloween and hope the tips provided will keep your customers safe!”

What Is The European Balloon & Party Council? The European Balloon & Party Council (EBPC) is made up of over 35 key players who work closely to promote the safe and responsible use of party products. The association works hard to represent members on key issues that arise within the EU, while providing members with communication on new directives and legislation. In 2016 The EBPC launched a Code of Best Practice campaign, which will reach out to consumers as well as those in the industry. This is the first campaign of its kind in Europe and will encompass the safe enjoyment and handling of balloons. EBPC is the industry leading voice in Europe. Further information about EBPC can be found at www.ebpcouncil.eu

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Halloween 2017

The Fear

As the nights draw in, retailers are preparing themselves for the single biggest event within the party calendar. Halloween is just round the corner and with suppliers launching more new lines than ever before there’s plenty of exciting product to tempt everyone. PPE has gone to the other side to pick the brains of various industry ghosts and ghouls to find out what they believe will have the fear factor in 2017.

Factor

t might not be the scariest thing around, but the one thing everyone in the party industry would really like at Halloween is a working crystal ball. While it’s still easily the biggest season in the party year, the extent to which Halloween celebrations are fully embraced by the public can be easily affected by all manner of elements beyond our control – killer clowns, bad weather, the day of the week it falls upon... In fact, the one thing that suppliers can safely predict is that pre-Halloween orders are going to be down as retailers attempt to navigate this Halloween so

TERROR TRENDS

“Everyone loves some decoration, and balloons are a great way of catching shoppers’ attention by adding movement to a display. Make the most of the balloons you are selling in your store to show customers what they could achieve themselves. Don’t forget to post regularly on social media as well – it’s free and one of the best ways to advertise lots of different products. People don’t buy what they can’t see!” Alex Love, marketing executive, Pioneer Europe

Left: Thetru’s 2017 Halloween line makes a statement. Below: Broken doll mask from Boland Party.

they are able to come out the other side in a more positive position in terms of increased sales and less stock. Last year’s ‘Monday Halloween’ has been the subject of much derision for the last 12 months, once the initial excitement of the season had worn off and retailers and suppliers alike had worked out the bottom line and taken stock of – well, their stock. Above: Couples costume from Funshack.

At the time, the long queues and cobwebbed storefronts made Halloween 2016 feel like it was going to be a big hit, but the post-event number crunching told a very different – and far more scary – story. “This Halloween is

TERROR TRENDS

“Despite Halloween 2017 falling on a Tuesday, we have had a strong forward order season, and more recently, an increase in Halloween orders now summer holidays are over. We are continuing to see growth in accessories and our make-up FX categories. Our new range of one-day lenses have quickly become the bestselling new line for Halloween.” Sharon Poulter, senior trade marketing manager, Smiffys

Inset: Smiffys range of props is a frightening sight!

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Halloween 2017

terror trends

“In the run-up to Halloween, we gave retailers the opportunity to have relevant point of sale in their shops, featuring our most popular and newest Halloween costumes. Day of The Dead is proving even bigger this year and we are hoping that this will be reflected in an increase of sales. In the licensed category, we still see continued growth from Beetlejuice, Freddy Krueger, Edward Scissorhands and Suicide Squad’s Harley Quinn and The Joker.” Olivia Lord, marketing, Rubie’s going to be very difficult to predict,” says Gary Vincent, Bristol Novelty’s business development manager. “The industry is still trying to recover from last year’s significant downturn in sales, as the reality of a Monday Halloween became obvious.” According to Gary, this year is all about stock – even more so than last year – as retailers are unsure how much to order and what they should do with last year’s unsold product. “I believe that you have to keep up-to-date with the latest trends,” Gary explains. “It’s important to buy in new lines to give your shop a fresh look.” He suggests holding a preHalloween sale to help clear the shelves and turn old stock into cash as well as offering extra incentives to draw business in during that last-minute surge as customers start to panic buy their costumes and accessories. “The key thing for this Halloween is to buy smart on the accessory front,” concludes Gary. “There are plenty of suppliers out there with very innovative new exiting products for Halloween 2017, but don’t forget trends across the UK and Europe are often driven by the huge US Halloween market, as we saw last year, when party-goers were looking for more nonspecific Halloween products. So don’t forget the basics!” Also taking a pragmatic approach to this year’s Halloween is Palmer Agencies’ marketing director, Sergio Battaner. “Tuesday is undoubtedly a difficult time of the week,” he agrees, “particularly on the back of last year’s Halloween Right: A menacing butcher from Henbrandt. Far right: One of OppoSuits’ Halloween outfits.

which unfortunately didn’t really deliver to the levels that many expected it to. Retailers now have a lot of stock sitting in their back room and so we have all adjusted our expectations for this year accordingly.” Ultimately, though, the success of the season hinges on the amount of traffic which comes through those doors. So what will keep consumers coming back for more? “This year, the smart money is on makeup,” says Sergio. “It will be a key item this Halloween. Decorations and props will do well too – people are definitely making more of an effort in this area.” Because it falls at the end of the month, Halloween is often a last-minute shopping occasion, and this is likely to be the case again this year. With most parties taking place the weekend before, retailers and Left: Cockroach necklace from Forum Novelties. Below: Palmer Agencies brings in the clowns.

terror trends

“A lot was made of the ‘Monday factor’ last year – compared to the Saturday of 2015 – but we still saw growth despite that. We are positive that we can see the same again this year. Decorations and props were very popular last year, so we’ve definitely focused on those this year.” Stuart Wheeler, account manager, Delights Direct suppliers are readying themselves for some real panic-buying in the three or four days before Halloween itself. “We’re expecting the weekend before to be when customers truly get into the spirit of the celebrations,” says Emma Angel, director of Angels Fancy Dress, “so it’s likely that the week before will be extremely busy as more choice means consumers are less likely to plan ahead.” Emma also points out that as retailers are being more cautious this year, due to reducing sales of fancy dress in general, they’re also waiting until the last minute to see which of their Halloween lines they need to replenish. “Retailers should stock up on

accessories and make-up, as customers like to be able to get everything in one place and offering fake blood, wigs, prosthetics and other accessories is a great way to upsell. Retailers can also facilitate flow around their shops by displaying key Halloween lines and products, so that the customer journey is convenient and enjoyable.” Mark Brett, UK agent for Boland Party, also acknowledges that this year’s Halloween is a tricky one to try and predict. “Over the last couple of years there has, in my opinion, been a bit of a sea change in Halloween. Historically there were trends that could be predicted, while now nobody really knows until the customers start walking through the doors!” The influence of social media sites such as Pintrest and Instagram is clear, with consumers picking up hundreds of ideas and possibilities. “I suspect consumers are creating their own ‘themes’ these days, buying what is available but accessorising with product from outside of the traditional Halloween market,” he says. “Because of this, it is very difficult to determine what is being bought and how much!” Mark is also suggesting that retailers focus on accessories and decorations, as well as new product. “I do believe that in today’s market, relying on existing stock is very dangerous. It is the one time of year that large numbers of potential customers pass through the front door and they expect to be excited and inspired!” One of the simplest and most effective ways of doing this is by decorating the store itself, attracting attention from passersby as well as in-store browsers. Retailers can also get noticed by posting everything on social media, running competitions, getting consumers involved... So whatever you do, don’t hold back! Right: Classic corpse bride from Widmann.

terror trends

“Witch Doctor is set to be a key trend for Halloween 2017 and with this in mind a new range of adult costume accessories has been developed. There is a great variety to match and match to create a hexing look for Halloween. Classic skeleton themed items tie in well with this and the Day of the Dead sugar skull trend is also set to continue.” Charlotte Cox, marketing executive, Amscan

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Halloween 2017

THE FEAR FACTOR

Make no bones about it, this AirWalker balloon from Amscan makes a great party statement standing at over 1.9m high!

The new Steampunk line from Folat consists of assorted costumes for both women and men with different accessories such as handbag, hats, masks and glasses.

InCharacter’s Halloween range, including Dead Zone Zombie and Drop Dead Gorgeous, are high-quality, gruesome and stylish, making them a consistent favourite with customers.

Rasta Imposta’s ‘Pumpkin’ is a fun, traditional Halloween costume, featuring a lightweight cut-out suit with a matching stalk hat making it a popular choice for both men and women.

This Day of the Dead costume for girls has been selling particularly well for Fun Shack, which has a whle range of new designs this year.

Shiver me timbers! Amscan has a delightfully gory new range of zombie pirate costumes from ages 8-10 years to adults. This latex horror pirate mask from Boland Party bears an uncanny likeness to the walking dead...

This Doctor D Capitated costume from Forum Novelties is perfect for people looking to make a real impact!

Frothing Blood capsules are just one of the many popular lines ideal for some Halloween fun, all from the Funnyman jokes range. New kids costumes from Bristol Novelty include this Skeleton Boy Tabard and hood and this Skeleton Beauty – perfect for the little horrors.

IIt’s guts and gore galore with this zombie bloody chest plate and coordinating accessories by Amscan.

Once again Delights Direct has a huge range of decorations, balloons, partyware, costumes and accessories – including this scary new Slasher Clown costume.

The amazing collection of new masks from Bristol Novelty includes this skull mask with bone handle, ghostly spirit mask, steampunk skull mask and colourful skull mask. These new full-face ‘Party Skull Face Tattoos’ from Tinsley FX Transfers are available in Gold, White and Glow-inthe-Dark and offer maximum effect with minimum effort.

The Gothic Nun and Ventriloquist with dummy have been the front runners from Fun Shack’s new 2017 collection.

With a good line in headband accessories, Godan also focuses on classic pumpkin capes, ghosts, wizards and witches for children’s Halloween costumes.

Henbrandt has bought in new costumes and decorations for 2017 with a number of updated designs and styles across costumes, masks and accessories.

This fun trick or treat witch legs drinks cooler from Amscan adds a great touch to any Halloween party.

The latest exciting Halloween product offering from Forum Novelties includes a number of Halloween-themed dresses, such as ‘Bugging Out’, a bat sequin design and the classic Skulls and Roses.

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Halloween 2017

THE FEAR FACTOR

The colourful suits and clever designs from OppoSuits can form the basis for a whole range of stylish Halloween characters. What’s Halloween without a skeleton or two hanging around? And now, thanks to Smiffys, spider and bat skeletons can be added to the scene for some extra bone-tingling fun.

New products from the successful ITI (UK) balloon arch range include a Halloween balloon arch and a Day of the Dead balloon arch, both available now.

Following on from last year’s obsession with clowns, Palmer Agencies has a whole circus full of the mask-wearing maniacs, ranging from silly to scary!

Get a thoroughly modern version of a classic evil fairytale look with this villianous costume from Leg Avenue.

With its vibrant colour palette and friendly characters, this Trick or Treat collection continues to be Neviti’s bestselling Halloween range, ideal for younger Halloween fans.

Dolls have a special place in the hearts and minds of horror film aficionados snd so its no surprise that they feature heavily in Palmer Agencies’ extensive collection of Halloween props.

This devilish little doctor from Magic By Freddy’s is a great example of why children shouldn’t be allowed to take up surgery.

New Halloween lines from Thetru include this hooded lady, perfect for creating any number of spooky identities.

This new urban legends Morphsuit, The Rake (think Slenderman but scarier), has a cult following and is guaranteed to boost Halloween sales this year!

The brand new ‘Oopsie Witches Brew’ foil balloon from Qualatex is a great eye-catcher – providing a fun, quirky decoration that’s perfect for any kid’s Halloween party! Don’t forget the clean up! Whether they’re full with autumn leaves from the garden or rubbish from the party, these bin bags from Unique Party are great fun.

This new Qualatex Bubble – ‘Halloween Witch Haunting’ – has been one of the Pioneer Europe’s best performing ranges this season, alongside the quirky skeleton mirror.

Some new Halloween shapes from Oaktree UK, ready for the scary season, include a 28” emoji ghost and a more traditional 31” spooky ghost.

These Halloween boxsets have been a huge success for PaintGlow so far this year, with a number different kits including kids, liquid latex and blood/glow-in-the-dark.

Customers can have a real Day of the Dead celebration with this complete collection from Rubie’s, featuring beautifully designed costumes for every member of the family.

More than 30 different styles of self-adhesive nails from Widmann come in both child and adult sizes and are a great addition to any Halloween outfit!

For children this Halloween Widmann has a fab range of new costumes with light-up eyes, Big Head robes and a new range of kids zombie costumes including policemen, nurses and convicts.

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Focus On: Licensed Party

Licensed products give people of all ages the opportunity to surround themselves with the world of their favourite characters, with licensed party products making those celebrations extra-special. PPE finds out which characters have made the cut in 2017.

Getting Into

Character

icensing is huge business right across the globe, with recent studies valuing the international licensed goods market at almost $263bn – and Western Europe alone accounting for around 20% ($52bn) of these sales. Licensed product makes up a significant amount of the costumes, balloons and partyware available and there are plenty of licensors making sure that the classic characters and latest crazes are being well-represented within the market. “We have a long-established licensed portfolio across balloons and party goods, with new characters like Bing alongside evergreen such as Thomas & Friends,” says Mel Beer, Amscan’s licensing director EMEA. “Dress up is now a huge focus for us and has seen extraordinary growth year-on-year.” New licensed dressup from Amscan includes PJ Masks, The Very Hungry Caterpillar and Elmer (ideal for World Book Week 2018) which will sit alongside existing Disney Baby, Trolls, and Barbie costumes. “Paw Patrol continues to perform ahead of our other licensed franchises,” reveals Mel, “so we’ve extended our product offering to include new party accessories. Pokémon and My Little

Pony are also strong sellers and we’ve just refreshed both these party ranges.” Licensed product is also extremely important to Smiffys, where it makes up 15% of the company’s product mix. “Our collection of licensed characters includes a variety of cult classics from Barbie to Hellraiser,” says Sharon Poulter, senior trade marketing manager. “Horror licenses such as Chucky, Michael Myers and Saw obviously perform well during the Halloween season, while evergreen licenses such as Top Gun, Baywatch and Grease generate strong demand throughout the year.” One of the most notable changes in recent years is the growth of Above: These Disney Princess Bubble balloons the children’s licensed from Pioneer Europe category, particularly will never go out of fashion. Left: Creative around the time of Party celebrates the World Book Day; release of Paddington easily the most 2 this November with this great range of cake important season for decorations from sister children’s licensed brand Anniversary House. costume sales. Licensed products are also significant to Pioneer Europe, accounting for a significant share of the business across most of its product categories, from balloons to partyware. “Our strategy has always been to have a mix of evergreen and ontrend licenses,” explained marketing executive Alex

“Licensed product is a big part of the picture for us, especially on tableware. It is always better when there are a few strong licenses available at once and this year has been great for that. We are looking forward to the new Pokemon range and PJ Masks which seems to be really in demand.”

Stuart Wheeler, account manager, Delights Direct

Left: Rubie’s new range of Wonder Woman, Flash, Batman, and Aquaman costumes for both children and adults have launched in advance of the latest Justice League film.

Love. “Classic licenses such as Disney Princesses and Marvel Superheroes never go out of fashion, while more recent hits include Moana and Trolls. In the balloon and partyware market, the majority of sales are aimed at younger target audiences – although of course the parent is buying them – so the designs have to appeal to everyone.” Star Wars has always been a popular license for Pioneer and a brand new range – including a fab Light Side/ Dark Side Qualatex Bubble – has been released for the next movie in the franchise, Star Wars: The Last Jedi, which is hitting cinemas in December. “Licenses are a very important element in the party industry, especially for children. We need to predict which new characters will be popular, which can be difficult – so although it is a very profitable industry, it is important to approach it with caution. As for 2018, there are several popular collections, including Paw Patrol and Minions.”

Krzysztof Malewski, marketing director, Godan Pioneer is also taking advantage of the 2018 movie schedule as new movie Avengers: Infinity War will feature a huge cast of Marvel characters – all of whom feature on Qualatex Bubbles. “There continues to be a never-ending base of new consumers for licensed party products,” says Gemma’s licensing director, Tim Rudd-Clarke. “We have seen great success with several top performing partyware ranges including Peppa Pig and Shopkins. And it looks like our new 2017 licences, PJ Masks and Care Bears, are set to follow this trend.” “From the consumer’s point of view, an off-the-peg, themed party featuring a favourite licensed character is perfect,” he concludes, “and busy parents can be confident that their party will be a success!” Far left: Classic children’s literary character The Very Hungry Caterpillar, from Amscan. Left: Always a popular character for World Book Day, The Cat In The Hat is one of Smiffys’ most successful licenses. SEPTEMBER/OCTOBER 2017 PROGRESSIVE PARTY EUROPE

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Â©Disney

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Focus On: Licensed Party

GETTING IN TO CHARACTER Paw Patrol fans will love Amscan’s new pinata, featuring every discerning toddler’s favourite character, Marshall.

The new Avengers: Infinity War movie features a huge cast of fan favourites, including all of the Marvel characters who feature on this Qualatex Bubble from Pioneer Europe.

This super PJ Masks AirWalker foil balloon from Amscan makes a great party statement!

The full LEGO Batman range – including this fabulous XL supershape balloon – is available from Delights Direct.

Licensed character partyware from Gemma is always popular, with current favourites being PJ Masks, Peppa Pig and Shopkins.

The highly anticipated Star Wars: The Last Jedi movie hits cinemas on December 15 and Rubie’s has a number of new lines, including these new children’s costumes.

To celebrate the October release of the My Little Pony movie Rubie’s has some fabulous MLP dresses, including this Rainbow Dash-insoired number.

The licensed range from Palmer Agencies offers a much more grown-up character selection, with key characters from American Horror Story and the SAW film franchise taking centre stage. New and exclusive to Unique Party, this Batman range (including shaped pinata!) is sure to be a big hit for Bat-fans everywhere! Spiderman Homecoming is one of Morphsuits best designs yet – a must-have costume for any Marvel fan!

The new Justice League ensemble – including tableware and accessories – is available to order now from Unique Party, just in time for the movie release this November.

Godan offers complete partyware collections featuring characters from popular children’s tv shows and movies, such as Zootropolis and Minions.

Big name decorations and partyware are all strong players for Henbrandt, but the range of licensed bubbles are their real star player.

Pretend to Bee’s officially licensed Thunderbirds collection continues to be one of the company’s bestsellers and the popularity is set to soar.

With two new books this year and two more films coming in 2018 and 2020, this new Harry Potter ensemble from Unique Party reflects the latest in a licensed trend that continues to grow.

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■T he Ninjago Rush Get ready for the new LEGO Ninjago movie out in October with this actionpacked range from Amscan. Expected to be popular with LEGO fans of all ages, the fab new range includes invitations, party tableware and decorations. A foil balloon range includes a showstopping SuperShape and a Cubez – naturally!

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■A Comic Turn The popular French/Belgian animated series Yakari features two young American Indians - Yakari & Rainbow. After the success of its recent Pippi Longstocking range, Maskworld is proud to present these new official costumes, available for the first time. The costumes have detail-rich design true to the animated series and highquality craftsmanship. Available now.

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Adding to its extensive collection of licensed balloons and partyware, Pioneer Europe has launched a new line to coincide with one of 2017’s biggest film releases. Qualatex has released a new Light Side and Dark Side Bubble balloon (along with latex balloon retail packs) in preparation for the next installment in the Star Wars franchise, Star Wars: The Last Jedi (out in December).

Star Cutouts has launched a brand new range of mini tabletop cut-outs. Low price points make these a great alternative gift and can be used for parties and events. Each pack features a selection of favourite characters at approx 20cm tall – such as Disney, Minions, Hey Duggee and Elvis Presley – allowing fans to decorate with as many or as few characters as they choose.

Licensed to Party Spring Fair

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■T hor V Hulk Thor and Hulk fans are already excited about the new Thor Ragnarok movie which set to release on 27 October which sees Thor in a deadly gladiatorial contest against the Hulk, his former ally and fellow Avenger. Rubie’s new Deluxe Thor, Deluxe Hulk and War Hulk childrens’ costumes feature a printed jumpsuit with padding and are available now.

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■B arbie Girl They might be one of the oldest couples in the world, but they’re also one of the best-known and their enviable style never goes out of fashion. These Barbie and Ken fancy dress outfits from Smiffys are ideal for a couples costume and are a fab way to channel the 80s vibe which is so popular at the moment.

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FEEDBACK WHAT THE FAKE?! Following on from a number of arrests and trading standards raids which have taken place throughout the UK over recent months, it seems that the authorities are finally beginning to take the business of fake and counterfeit party product seriously (see news page 11). PPE spoke to a number of retailers and suppliers to find out the industry’s take on the growing presence of fake and counterfeit product on the market.

“Passing off is a big issue, particularly on online trading platforms where people pose as Smiffys sellers but supply inferior unbranded or counterfeit products. We aren’t prepared to stand back and allow copycats to take advantage of the business. They damage our reputation by cheating consumers into buying substandard and unsafe products – one of the main hazards with counterfeit goods is that they’re potentially dangerous. An important part of our brand strategy is to ensure that we own the copyright in all imagery used for web sales and packaging. We [then] use specialist software to review websites and identify infringing content. We also buy samples from sellers that we aren’t familiar with and look at online listings closely. It’s sometimes clear to us that what’s being supplied isn’t a genuine Smiffys’ product but not to the customer. We don’t take infringement lightly. Last year we found someone importing counterfeit goods from China and selling them using our branding. We took civil and criminal action and they were convicted of design, trademark and copyright infringement. We’ll [continue to] promote this issue. With a concerted, co-ordinated approach to educating consumers and bringing counterfeiters to account, we’ll address this with greater effectiveness.” SAM LUCAS, head of legal, Smiffys

Sam Lucas

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Inset: The counterfeit market is booming.

“ The UK party industry is a tightknit community and when retailers knowingly source counterfeit goods for increased financial gain a Gary Vincent ripple effect is felt by everyone in the trade. Genuine sellers face pressure to lower their prices to remain competitive and consumers drive volume purchasing trends which counterfeiters are continuously able to fill. This results in loss of legitimate business and irrevocable damage to brand integrity. I thoroughly believe that the general public want to purchase genuine products and that they see the difference in price purely as a bargain.

This is often down to the way illicit products are shown online; using listings which steal copyrighted images from legitimate sellers. It is the job of experts within the party industry to remove temptation by closing down counterfeiting operations and raising awareness about the challenges we are facing. We have a zero tolerance approach and are operating a number of anticounterfeiting strategies to combat issues of counterfeiting or trademark misuse. There are a large number of enforcement methods available and, working in collaboration with other partners, we will work to detect and eradicate counterfeit products from our industry.” GARY VINCENT, business development manager, Bristol Novelty

“ We definitely have a big problem. I’ve had customers refuse to buy bonifide costumes because they have bought similar on the internet; similar picture but different quality. Counterfeit balloons are inferior quality, most have holes or pulverize. We often have difficulty getting helium into the nozzle as it’s so rubbish. Counterfeit costumes are very cheap and shabby and are an embarrassment to the whole industry. Items like boas start falling apart when trying to get them out of the plastic bags. The suppliers are not doing anything like enough. Bonifide companies selling anything in this sphere Above: Stage Door, Harpenden should have an official mark stating that they are official suppliers to the market. Anyone else should have their accounts closed and be reported under the Trades Descriptions Act. Retailers who stock this rubbish should have their accounts closed by genuine wholesalers. These inferior products cause loss of revenue and turn people away from proper shops. We sell a fantastic product, why should we allow the cheap rubbish to take over and destroy what we have? We need a code of conduct that we have to adhere to and we need to bring pride back into the business in place of penny pinching.” YURI MARGOSSIAN, owner, Stage Door (Harpenden)

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Feedback: Fakes and counterfeits

FEEDBACK C O N T I N U E D “[The costumes they have seized are a] drop in the ocean and [the amount of fakes on the market] makes fancy dress a complete nightmare to make any margin. The fine and actions taken are not going to scare big players when they are importing containers of fake products. Suppliers have to blame themselves when they start putting their prices up by 50% and suppress all discount for online companies. They have created a disproportion between the cost and the selling price, making the fake costume market more lucrative. But now they are spending the money to chase them down…” ALEX PREVOST, managing director, Character Fancy Dress (Aylesbury)

Above: Character Fancy Dress, Aylesbury

“In terms of the manufacture of face paints and cosmetics, fake and counterfeit products are an increasing Cameron Martin risk to consumer health and well-being. We will always advise retailers, distributors and wholesalers to make certain that face paints and cosmetic products (particularly Chinese imports or companies using Chinese manufacturers) comply with EU and FDA regulations by ascertaining safety documents and ensuring they are consistent with current regulations. Consumer safety is not something to be taken lightly and all companies hold responsibility for ensuring that consumers are protected from fake imports and misleading labelling.” CAMERON MARTIN, sales manager, Moon Glow

“Fake and counterfeit costumes are a big problem in the costume and party industry. The customer always wants something they have seen online, at a similar price - but suitable for them – such as an officially licensed Wonder Woman in a size 28, or a Superman for £12. Retailers need to understand counterfeits are illegal. License holders need to realise some retailers only have small budgets and we are not all the same. Customers need to realise that small independent shops are not Above: Fantasy World, York Argos – we can’t hold vast stocks of outfits in every size and colour and sell them for just a few pence profit as some sellers do on eBay and Amazon! The public don’t care about much other than price. They go off a photo online – which could be of the proper licensed costume anyway! I do think that if licensed costumes were cheaper, they would sell more and no-one would try and copy them – many are not good value in the first place. If suppliers don’t work with costume shops, we will be out of business, as trading is becoming more difficult.” JUSTIN HEAVEN, owner, Fantasy World (place name) “ Counterfeiting is

Having seen the a problem for every extent that generic industry; piracy is as old goods are being copied as time immemorial. and substituted on Where there is demand, marketplaces, suppliers there will always be could definitely do more. supply and the problem I am pleased to report isn’t going away. While that we have expanded marketplaces have our antipiracy team upped their game and are increasing our Above: Rubie’s Mike O’Connell (centre) with Paul in the fight against Hogarth (l) and Kev Ives (r) from the Police Intellectual brand protection actions Property Crime Unit. counterfeit, companies and anti-counterfeiting also have to take efforts. In the past three responsibility for their brands and take the months alone, we have seen successful appropriate remedial actions to protect criminal convictions against four people. their customers and their brand. We are Whether selling online or instore, achieving ground-breaking results in this we are continuing our zero tolerance area, with raids taking place regularly. campaign, raiding premises and bringing The majority of party and costume counterfeiters to justice. If you see a retailers don’t stock counterfeit goods suspected infringement, please report it to and the small minority that do are being antipiracy@rubiesuk.com.” very foolish. We’ve already prosecuted two MIKE O’CONNELL, head of global retail vendors and won’t hesitate to take antipiracy, Rubie’s UK action again.

“We could not be any more against

this practice. Intellectual property is at stake of course, but most importantly consumer confidence is being shaken in our ability to supply merchandise that is up to the high standards we expect in this part of the world. The natural consequence of this are skin conditions being aggravated by make-up that does not meet EU standards, costumes that go up in flames and items that will not offer any safety guarantees. We represent great licensed merchandise and we defend its intellectual property, but – most importantly – consumer safety is our priority.” SERGIO BATTANER, marketing director, Palmer Agencies Sergio Battaner

“Counterfeits are a huge problem, especially online where a licensed photo can be used to sell counterfeit goods. Customers are correct to shop around for the best value, but Above:www.TheCostumeShop.ie is an online retailer. its impossible for them to discern if the items have met the safety standards. The party industry has become very competitive, people who sell fakes make a conscious calculated decision based on the information they have. If they have got away with very obviously selling fakes for several years and got nothing bar a solicitors letter with zero follow through, then they can make an educated decision that it’s a risk worth taking. We have frequently reported counterfeiters in the past. The feedback from the large costume companies was that the sellers were too small to be able to pay the court costs associated with prosecution or that the websites were too big and valuable accounts for them to cut off. We do try to educate customers, as in the past was have had customers bring up price differences on other websites, in these instances the best we could offer was a letter from the manufacturer explaining the website in question was not selling the official costume.” RONAN O’BRIEN, ceo, www.TheCostumeShop.ie SEPTEMBER/OCTOBER 2017 PROGRESSIVE PARTY EUROPE

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Retail Report: Halloween HQ

Party P p-Ups T

he seasonal nature of Halloween lends itself perfectly to pop-up shops; those retail outlets or mall units which appear in busy high streets or shopping centres to make the most of a key event in the retail calendar. The flexibility and responsiveness of these temporary outlets means they are able to generate significant consumer interest, making them an important part of the mainstream retail mix. Initially an Irish brand which started with just one store in 2012, Halloween HQ will be opening over 70 temporary stores across the UK and Ireland this autumn. The significant boost in numbers follows last year’s merger with UK retail experts Calendar Club, when the new partnership opened around 60 pop-up stores for the Halloween season.

The Wow Factor “The consumer response has been really positive, with the impact of the stores creating a real ‘wow’ factor as people walk through the doors. Because they are built specifically for this purpose we are able to use the animated props and other decorations to create a great atmosphere for the shoppers and make Halloween HQ shops really exciting places to visit.” Now operating as a subsidiary company, Halloween HQ (also trading as Party HQ), is able to take advantage of Calendar Club’s 20 years of experience in the seasonal retail model. For the uninitiated, Calendar Club currently operates more than 270 temporary stores over the Christmas period, making it the longest-running and biggest seasonal retailer in the UK and Ireland. The outlets can be found in high street, shopping centre and out-oftown locations, with retail merchandising units (RMUs) doing particularly well at picking up the passing Christmas trade. “Lots of other companies have tried to do what we do,” says group director David Pike, “but the task of finding, staffing and running so many stores in such a short time

Left: David Pike, group director of Calendar Club and Halloween HQ. Above: The first Halloween HQ of the 2017 season opened in September in Dundrum, Ireland.

is nothing short of a logistical triumph!” After years of fine-tuning the process, the Calendar Club operation is now so streamlined that a unit can be up and running just two days after signing the lease. The average outlet carries over 1,000 SKUs – and David proudly explains that no other retailer can even get close to that. “We describe ourselves as ‘category killers’ for the calendar market. We know that no-one else can touch us within our core category, in terms of the product we offer.” The Calendar Club first began to explore the Halloween market back in 2014, with five stores operating across the UK. A positive initial response saw the company increase numbers for 2015, taking a slightly different approach for the Halloween market. “Those first two years were a steep learning curve,” David explains. “While head office processes remain similar to the tried-andtested Calendar Club set-up, it quickly became clear that what worked well for the calendar trade didn’t necessarily apply for Halloween shoppers, so we had to adapt the model accordingly.” The Calendar Club responded quickly to these differences, taking on retail units rather than RMUs and even creating installations within shopping centres to act as Halloween ‘grottos’ with the product on sale inside. “We trialled this approach in Bristol in 2015, before taking it to a wider audience last year after we’d teamed up with Halloween HQ,” says David. “Commercially these huge installations can be a challenge,

They’ve been making an appearance in shopping centres and on high streets for the last few years, but in 2017 we’ll be seeing more temporary Halloween stores across the UK and Ireland than ever before. PPE speaks to Halloween HQ’s David Pike to find out more about the popup phenomenon. but they are an incredible experience and resonate extremely well with the shoppers, so they are worth every penny!” “The Halloween stores are also far noisier, more chaotic and more exciting, so we need more staff, especially in the last week or so,” he continues. “And the product! Staff need to have far greater product knowledge as there’s so much more available. They need to know about special effects make-up, costume sizes, which products work together to create a certain look – it’s a very specialised area for them to learn about in a very short time.” One of the main challenges faced by seasonal retailers is the response they have from dedicated, year-round retailers. “Some suppliers have had negative feedback after working with Halloween HQ,” explains David, “which is a shame, of course. But I think that, by-and-large, most other retailers are taking the view that this is an inevitable and natural progression of the industry.” David acknowledges that Halloween HQ is new competition for the traditional

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Retail Report: Halloween HQ

Inset: A typical scene at intu Braehead from last year’s run-up to Halloween, with a fun day of face painting and Pyrohex (fire and circus performance group).

party store, but is clear in his belief that more quality retailing helps the whole industry raise its game as it creates demand and lifts the market. This is certainly the case in Ireland, where pop-up stores have been successful for a number of years now and where the Halloween market is now embraced by most retailers, in one form or another. “The demand in Ireland is so much higher now and they are perfectly able to sustain that level of supply and activity within the market,” says David. “The industry can’t remove the supermarkets and discount retailers from the Halloween sector, so we need to find another way to deal with that competitive landscape.” When the Calendar Club looked at the Halloween and party market in the UK, it was struck by the unusual set up. With no national chain in place, most towns are served by one or two local independents, with supermarkets and discount stores increasing their offering at peak season. “We looked at the market and decided that there was space for us to be ‘category killers’ for Halloween as well,” says David. “We have the room to be able to offer a huge range of price points, styles and different ranges, simply because we are able to turn all our space over to the season.” This all-encompassing product offering is only possible because each retail unit is entirely dedicated to Halloween-themed costumes, accessories, make-up, décor and props. And the range has an impressively wide reach, with price points starting at ‘just above supermarket level’ and stretching right up to premium offerings. “That’s the way we’ve chosen to position ourselves in the market and deal with the competition,” explains David, “particularly the discounters. Some people have expressed concerns that our prices

to be split down into witches, devils, zombies, etc and then we have to cover all price points. So there’s a lot there – in fact, one of our biggest challenges has been finding stores big enough to accommodate all the stock we want to carry!” One of retail’s most prevalent trends at the moment is ‘experiental shopping’ and Halloween HQ has embraced that wholeheartedly. A partnership with Snazaroo sees face paint artists going into selected stores to run make-up sessions and tutorials, while on a local level, stores have an ‘entertainment’ budget and are encouraged to make their customers’ shopping experience as interactive as

Know Your Customer

are too high, but we needed to make “One of the first differences we noticed was sure we were offering something that the customer bases are vastly different. different to the bulk of the big Calendar Club customers are generally an older high street Halloween players.” demographic, looking for gifts for others and are So what is on offer? “Initially it open to opportunistic purchases. Halloween HQ was quite hard to get the product customers are generally younger, looking for mix right,” admits David. “We knew product for themselves or their family and are we wanted to be a destination store looking to make more considered purchases.” and worked hard to make sure we got a good balance.” possible. Partnerships with local nightclubs Now a few years down the line, and other Halloween events are also Halloween HQ has its product selection encouraged, with the shops selling tickets down to a fine art and the stores dedicate and the clubs giving out money off vouchers. roughly 50% of their space to costume “We do everything we can to drive and 50% to everything else. “While business instore,” says David. “Our staff costumes are the most profitable product dress up, of course, but we also have events per square foot, we aim to be a destination like flash dance troupes which entertain and store for all things Halloween,” says draw people in. Halloween is perfect for David, “and we carry a wide range of creating an exciting shopping experience!” product to meet every Halloween need.” So what’s in store for Halloween HQ in The process of planning, stocking, 2017 and beyond? “We’re really looking merchandising and refreshing 70 seasonal forward to this year’s Halloween season,” says David. “It’ll be our biggest yet, so we Below: The Party HQ website means the company has a year-round presence online. Right: One of Halloween HQ’s can’t wait to get started. In the longer-term, Haunted House installations, at Norwich Castle Mall shopping the market is growing and we want to grow centre. Bottom: Careful merchandising makes this 2016 along with that, both in terms of our brand Preston store easy for consumers to navigate. recognition and in terms of the party market in general, if the market can sustain it. It’s a very exciting time!”

stores is where the Calendar Club’s two decades of experience comes into its own. “We start with a fictional ‘standard’ store and then allocate a certain amount of space to each category. There are endless costumes to choose from, but we approach it all very logically – the female range will need SEPTEMBER/OCTOBER 2017 PROGRESSIVE PARTY EUROPE

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Novelty Costumes

Novelty costumes have always been a staple of fancy dress parties and events, but the market has been particularly exciting in recent years as designers utilise new materials and technology to become increasingly creative and imaginative. PPE takes a look at the novelty costume market in all its various guises.

Big GO

OR GO

Home! N

ovelty fancy dress has been around for a very long, from the first time that a small child put a box on their head and declared themseleves to be a robot; but the trend for oversized, inflatable and cleverly-designed costumes has undoubtedly been increasing in recent years. This can be attributed to a number of reasons – the costume designs themselves are becoming increasingly creative and boundaries are being pushed. Above: This new costume The last 12 months have seen a from Amscan is taking its cue phenomenal rise of popularity from the current in the step-in or carry-me emoji craze. costumes which have flooded into the party and costume industry, resulting in a huge social media buzz. The rise of novelty fancy dress being

LIFT FOR A LAUGH

“The novelty costume trend seems to be growing exponentially with no sign of stopping. Over the summer, group costumes are always popular for stag and hen dos as well as festivals and this year has been no different. We have launched an entirely new Lift Me Up range this season as these are some of our most sought-after comedy costumes and and includes characters for all events including Oktoberfest and Christmas.” Above: There is a

Alice Knight, sales and marketing, Fun Shack

huge range of Lift Me Up costumes available from Fun Shack

Right: Super ‘Staches from Rasta Imposta are huge, oversized moustaches up to 60 inches long!

worn at carnivals, festivals and other large social gatherings (often when there is no official reason for dressing up) has seen a whole generation become comfortable with standing out from the crowd. Of course, tongues are often firmly in cheek here, and so oversized, novelty costumes become the natural choice with people hoping to make themselves the centre of attention Unsurprisingly, the ‘spiritual home’ of this type of costume – Rasta Imposta – has an incredible number of lines available. “We are definitely seeing a growth in this area, which isn’t surprising as fancy dress is essentially about having fun,” states Emma Angel, director of Angels Fancy Dress, who distributes the Rasta range in the UK. “Festivals and events this year have proved that over-the-top, extravagant costumes are becoming an increasingly popular trend among partygoers,” she continues. “People who choose to wear fancy dress to these occasions often dress up in groups, as this creates a feeling of comradery and adds to the excitement of the occasion.” “We are also seeing people opting to dress as more unique comedy characters and icons,” Emma says. “We’ve added the ‘Eggplant’ and ‘Peach’ tunics to our range this year, as emojis are becoming more popular and customers want to keep up to date with the latest trends.” Also key in the novelty costume market at the moment is the inflatable costume, and there are now a wide variety of different choices available. One

of the best-known is Rubie’s inflatable T-Rex costume – which is actually an officially licensed Jurassic World line. “The market for inflatables is definitely growing,” says Olivia Lord, marketing executive at Rubie’s. “Especially given the

EMBRACE THE SILLY!

“We have recently bought in a whole range of new novelty costumes, as they never let us down. A lot of our dress-up products rely on people wanting to have fun by dressing up and be silly – the comedy element in our product has always sold well and continues to do so. We have found that people are having more parties at home instead of going out at the moment (because it’s cheaper!) allowing people to really embrace their silly side!”

Bethany McCormack, marketing, Henbrandt

Above: This Willyman costume from Henbrandt is perfect for stag dos.

huge success of our T-Rex this summer! The power of social media is definitely contributing to this inflatable trend, with customers sharing their funny videos on the internet. Our Inflatable Stuart Minion costume has also sold well and so we are working on bringing more inflatables into our range over the course of 2018.” Novelty lines are becoming more of a staple and less of a novelty – but crucially for retailers looking to fill those seasonal gaps, these costumes remain popular all-year-round. Left: A cheeky nod to current affairs from Smiffys with this ‘dictator’ costume.

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M I LANO

Party Fashion

WIDMANN S.r.l. M I LANO

Party Fashion

Viale dellâ&#x20AC;&#x2122;Industria, 3/C 20020 Busto Garolfo (Milano) - Italy Tel. (+39) 0331 560001 - Fax (+39) 0331 537565 E-mail: info@widmannsrl.com

www.widmannsrl.com

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National UK Wholesaler/Distributor Tel. 01702 447676 - Fax 01702 447677 E-mail: sales@sanctointernational.co.uk

www.sanctointernational.co.uk

09/10/2017 15:26

Comedy Costumes

GO BIG OR GO HOME

Amscan has added a vibrant new range of clown-themed costume accessories for 2017 including this adult clown suit – it’s no joke!

Foam wigs from Rasta Imposta are a fun addition to fancy dress costumes or can be worn on their own to make customers stand out from the crowd.

This Bavarian lady piggy back costume from Bristol Novelty is perfect for Oktoberfest celebrations!

Forum Novelty (via Bristol Novelty) offers new twist on the classic hippie and clown costumes, which involves dressing up as these classic vehicles!

These ‘Banana’ costumes from Rasta Imposta sell well all year round – they require minimum effort and are a fancy dress classic.

The famous inflatable T-Rex from Rubie’s has made a big splash across social media this year – so it was only a matter of time before this childrens version was made available.

This inflatable alien Pick Me Up costume is currently Morph Costumes best-selling inflatable – available in both kids and adults sizes.

This Mad Scientist kit from Amscan includes a wig, glasses and moustache. Taking every opportunity to make light of the news climate Smiffys’ ‘president’ costume helps those looking to poke fun at the craziness of current affairs in 2017.

Male versions of traditionally female costumes – such as cheerleader and ballerina – are popular at the moment, and Henbrandt has a whole range.

The Minions have been given another cinematic boost in 2017 with the release of Despicable Me 3, making Rubie’s inflatable Minion costume a popular choice. Sling on a t-shirt and you’re ready to go! Smiffys’ Piggyback range includes everything from Bavarian maids to cockroaches.

Following on from the trend to wear food and drink costumes during Carnival, Folat has developed a number of new foam suits including bottles, pizza and French fries.

These Lift Me Up costumes from Fun Shack are easy to wear, instantly effective and great for both men and women.

Widmann’s inflatable costumes bring something different and entertaining to the market, such as this biting Bulldog! In response to the surge in popularity of emojis, the new aubergine and peach costumes from Rasta Imposta offer a fruity take on the traditional group costume.

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Party Props

Inset: It’s always summer with Amscan’s beach and Hawaiian decor range.

Beach LIFE’S A

hanks to the rise of social media, it’s never been more important to make sure a party looks – well – the part. Throwing a party in 2017 can also mean chanelling your inner Laurence Llewellyn-Bowen to make sure the venue hits the right note as it’s now almost mandatory to remodel the space as a tropical paradise, Hollywood after-party or haunted house. Party hosts looking to set the scene for their social gathering are becoming increasingly aware of the endless options open to them (thanks Pinterest!) and hitting their local party shop looking for creative – and affordable – ways to transform the local church hall into a 1920s speakeasy. “Themed party décor is certainly gaining a lot more traction and visibility for party retailers in the UK over recent

Haunted House Hints “As every good outfit needs an accessory, so every good party needs props! It is not uncommon for private houses to be decorated to the rafters with false spider webs and scene setters at Halloween – taking their lead from the popular interactive Halloween events which can be seen around the UK. Halloween props do not need to be limited to the webbing around a creaky staircase, or a spooky door sign – a generous coating of fake blood on our artificial dismembered body parts will give any house party that perfect finishing touch!”

Sharon Poulter, senior trade marketing manager, Smiffys

Left: Summer scene-setters from Folat. Below left: Lanterns from Widmann complete the look.

years,” says Gary Vincent, Bristol Novelty’s business development manager. “We are seeing consumers looking for niche products for their themed parties and décor for events that weren’t even considered an event a couple of years ago!’ Gary also points out that the increasing popularity of photobooths at private parties has seen consumers embrace even more themes. “As suppliers, we have caught onto this new demand for more unusual décor props and accessories,” he explains. “There is an obvious attraction for online sellers in particular, as they have the opportunity to bundle a selection of themed products together, making it particularly easy for the consumer to purchase.” Party product distributor Delights Direct is a good barometer of popularity and account manager Stuart Wheeler is particuarly taken with themed décor and the opportunities it provides. “Themed parties are brilliant,” he enthuses, “because there is such a wide variety of product available, from small decorations to big scenesetters and life-size cutouts. This means you can stock for every market, from the ‘stay at home’ room décor to the bigger venues. Mexican Fiesta has been particularly

Themed events are big business for party retailers, with allimportant décor, props and other accessories proving essential for bringing those fabulous themes to life. PPE finds out more about the importance of setting the scene. popular for 2017 but Hollywood is a theme that stays strong all the time.” Also big in the themed party market is Amscan, which offers themed party ranges spanning classics such as decades, Western, Hollywood and Hawaiian, as well as country-themed events and occasions such as graduation and Oktoberfest. “Other popular themes include colour schemes, in particular Rose Gold, which has taken the party industry by storm this year,” adds marketing executive Charlotte Cox. “Although Hawaiian continues to be Amscan’s most popular themed party range and we add new product every year – 2017’s additions include a Tiki hut bar, flower garlands

Balloon Boost “The popularity of balloons has continued to increase over the last couple of years as they can really help add the ideal finishing touch to an event. With so many different designs and types available, they are becoming more of a feature at all sorts of events now and we expect them to continue increasing in popularity for quite a while.”

Emma Angel, director, Angels Fancy Dress and honeycomb decorations, which all add a fun tropical touch to any party.” According to Mark Brett, the UK representative for Boland Party, the beach party theme won’t be going anywhere, even throughout the colder months. “Anything to do with Hawaiian, aloha or beach parties is just getting bigger and bigger,” he says. “The theme is spreading into winter now!” So don’t pack away those inflatable flamingos and beach scenesetters just yet – winter might be coming for everyone else, but it’s summer all year round for the party industry! Above: Pineapples are a fun party motif, from Qualatex. Left: Northstar’s text script balloons are popular décor items.

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Party Props

SETTING THE SCENE

New Forum Novelties table and party décor from Bristol Novelty includes this Zombie party collection, which includes everything from a tablecover to gruesome selfie backdrops.

Widmann’s bright paper lanterns are an affordable way for consumers to add a bit of colour to proceedings.

Baby showers are becoming more of an event and this honeycomb pacifier from Widmann is a great example of the lighthearted décor available.

Mythical and rainbow themed parties are proving very popular, Amscan’s new foil balloons fit this trend perfectly.

Folat has everything needed for a colourful summer beach party, from tableware garlands and scenesetters to honeycombs and inflatables.

Demand for modern balloon bouquets like this one, courtesy of Amscan, have been rising over the past year as consumers increasingly turn towards balloon décor.

Banners help give the party focus, and Boland Party has a whole range, from this vibrant and striking 80s design to a fun Peace slogan.

Get ‘snap happy’ with Amscan’s new range of photo prop themed items; from photo booth backdrops, to selfie photo frames, photo garlands and more.

These huge 44” pineapples from Qualatex bring style and elegance to any party and create a real atmosphere when used with the matching pineapple balloons.

Simple, creative additions to create a fun atmosphere include paper garlands, rosettes and hanging decorations from Godan - flamingo and pineapple themes are popular at the moment.

This bestselling beach party backdrop from Boland Party works well with the new 2017 Hawaiian design for disposable tableware. The ever popular Hollywood range is available at Delights Direct. A fully comprehensive range of proven winners includes these fantastic red carpets.

This colourful and fruity Aloha collection from PartyDeco is one of the company’s new collections for 2017.

Confetti-filled balloons are very fashionable at the moment and these 12” balloons with large brightly coloured confetti from I.T.I (UK) have been popular this year.

SEPTEMBER/OCTOBER 2017 PROGRESSIVE PARTY EUROPE

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BalloonGaz COMPRESSED

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Folat BV : 0031-(0)23-5112511 www.folat.eu E-mail: info@folat.eu 64_PPE_September October 2017.indd 1 Adv_PartyProgressive_balloongaz_helium_210x297mm.indd 1

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Behind The Scenes

UNSUNG

Unsung Heroes takes us behind the scenes at some of our favourite suppliers, to find out who keeps the wheels turning behind the scenes. This issue’s hero is Widmann’s director of development, innovation and control, Nicola Fumo. PPE finds out how his technological skills and attention to detail ensures that Widmann’s operations run smoothly 365 days a year...

VITAL STATS Name: Nicola Fumo. Role: Director of development, innovation and control. Time Served: Six years. Experience: Previously chief information officer at Globo, a multinational toy manufacturer, based in Italy, Hong Kong and China

CAN YOU DESCRIBE YOUR JOB IN LESS THAN 50 WORDS?

“Orchestration of all activities involving technology and automation in the areas of sales, purchasing/import, quality control, warehousing/logistics and accounting/ administration. Making sure that technology can be used to simplify and enhance the user experience, for both customers and company employees.”

IS THERE SUCH A THING AS A ‘NORMAL DAY AT WORK’?

“Every day consists of a combination of planned projects and unexpected, ad-hoc activities. The reality is that the ad-hoc component is always getting bigger.”

WHAT’S YOUR FAVOURITE THING ABOUT YOUR ROLE?

become an ‘expert’ in all disciplines (sales, operations, accounting). On the positive side, it makes me a well-rounded manager!”

WHICH IS THE MOST COMPLEX PART OF YOUR ROLE ? AND THE MOST ENJOYABLE?

“Anticipating future IT requirements and being prepared today for tomorrow’s challenges is the most complex. I enjoy celebrating successful implementation of IT projects with customers and selecting just the right disco in Milano to raise the glass!”

HOW DO YOU ENSURE THE BACK OFFICE SYSTEMS RUN SMOOTHLY? “Proper planning including disaster

“Knowing that I have the special skills that are fundamental to problem solving and making the difference. Information technology is not a science, it is an art that demands creativity. You’re given the paints and the brushes but you need to apply them to achieve significant results.”

HOW IMPORTANT IS THE INTERNET TO THE PARTY INDUSTRY, IN YOUR OPINION?

“The internet is the largest playing field for the party industry. It’s like the ocean, filled with both delights and dangers. The key is being able to navigate it and that’s where speed, efficiency and creativity make the difference. E-commerce customers have different needs than bricks and motar retailers, whereby information technology is the tool to facilitate success. We exploit our experience to assist customers build and grow their online business.”

IS THERE ANYTHING YOU THINK WOULD SURPRISE PEOPLE ABOUT WHAT YOU DO?

“It is surprising to many customers how important state-of-the-art information technology is in a seemingly ‘simple’ fancy dress market. Bits and bytes go hand in hand with costumes and wigs!”

WHAT CHALLENGES DO YOU FACE WORKING ACROSS SO MANY DIFFERENT AREAS OF THE BUSINESS?

“Due to the prevelance of IT in all operative parts of the business, I must Below: Widmann’s state-of-the-art trade website. Right: High-tech IT developments include this voice-activated picking system.

recovery is fundamental to ensure smooth and continual back office operations. There is no single element that must function right because everything is interconnected, with any defect inevitably causing problems downstream.”

Team Talk “Nicola makes tremendous sacrifice in departing every week from his beloved region of Prosecco and Amarone to venture to the big city of Milan. He has a spirited way of responding to our varied, complex and sometimes almost inconceivable requests for new programs and applications with a simple ‘everything is possible,…’ answer. In the end, everything gets completed and thanks to his efforts, we have become a very tech-savvy, traditional business.” Roberto Widmann, owner, Widmann

WHAT ONE CHANGE WOULD MAKE YOUR LIFE EASIER?

“ I live near Verona, on the other side of northern Italy. Finding a home closer to the Widmann HQ would tremendously cut back on the wear and tear.”

WHAT’S THE STRANGEST REQUEST YOU’VE EVER HAD OR THE MOST UNUSUAL THING YOU’VE HAD TO DO?

“Explaining the details of an automated reorder and self-replenishment stocking system to Russian customers. In the end, typical Italian communication with hand gestures was the best way of getting my point across!” SEPTEMBER/OCTOBER 2017 PROGRESSIVE PARTY EUROPE

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Best sellers Jane Plummer CAT E G O R Y

As the summer comes to a close and we begin to look forward to Halloween, PPE asks a selection of retailers about their best selling lines.

The Party Box Reading

M A N UFACTURE RS/RANGES

Been in business for 23 years, now located on a main road with plenty of parking..

COMMENT

Adult Fancy Dress

Smiffys

It’s hard to say what’s been popular, there’s been a real mix. The 60s, 70s and 80s are always popular and we’ve got some great new 60s hippy costumes which are doing well.

Children’s Fancy Dress

Rubie’s, Amscan

For most kids we find that Superhero costumes are always popular and for generic lines we have been really impressed with Amscan’s quality, they sell very well.

Halloween

Smiffys, Rubie’s

Nothing is really selling through for Halloween just yet, but we’re getting plenty of stock in. We have previously found that traditional scary sells very well – classic items like capes, blood and novelty eye lenses.

Accessories

PaintGlow

Accessories are selling so well for us at the moment, especially make-up ranges. Anything glittery and glow-in-the-dark or neon is definitely in fashion.

Balloons

Amscan, Qualatex

We don’t do décor, but we do sell quite a lot of balloons over the counter. Unicorns are the flavour of the month at the moment and have been doing very well indeed.

Jane Price CAT E G O R Y

COMMENT

Costumes

Smiffys, Bristol Novelty

Costumes are a very secondary part of the business for us, it’s not something we specialise in. We order things in for people if they ask for something, and of course we’ll be carrying a few Halloween lines for later this month!

Balloons

Balloon Market, Go International

Confetti balloons are really fashionable at the moment, they do really well. We also do a lot of personalised balloons. These are really popular too, as people like to have something special made just for them.

Balloon Decor

Balloon Market, Go International

Much of our work is ordered for birthdays and weddings, traditional arches and bouquets are still popular. We are also getting a lot more work for christenings at the moment.

Party Decor

Balloon Market, Go International

We provide complete party decor for lots of different events, with all sorts of additional product such as backdrops and chair covers as well as the balloons

Corporate Events

Balloon Market, Go International

We do a lot of corporate work as well, with one-off events such as the recent fashion show live and a big function for the Mayo Association (Gaelic football).

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Amscan

Been in business since summer 2012, based away from the high street in a local parade of shops.

Party Paradise UK Luton M A N UFACTURE RS / RANGES

PaintGlow

Confetti Balloons

Qualatex

SEPTEMBER/OCTOBER 2017

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Best sellers

continued

Bits and Bobs CAT E G O R Y

Busy high street shop with a loyal customer base.

Dawn Evans Dorking

M A N UFACTURE RS / RANGES

COMMENT

Adult Costumes

Rubie’s, Smiffys, Bristol Novelty, Delights Direct

Although it’s a little early, we are already seeing people buying up capes and costumes for Halloween, which is a good sign! We tend to order in costumes these days although we do keep superheros in stock - Batman, Spider-Man and Superman always sell well.

Children’s Costumes

Rubie’s, Smiffys, Bristol Novelty, Delights Direct

The schools always dictate what’s going on - we’ve had a big push on Vikings this week! We do keep the school subject classics in stock, with plenty of WWII and Edwardian costumes.

Accessories

Bristol Novelty, Smiffys

Smiffys

Cowboy hats and sombreros always sell well! There have been a lot of colour runs and similar events near us recently and people buy all sorts for those - neon tutus, legwarmers, sweatbands, gloves - anything they can think of!

Balloon Decor

Qualatex, Amscan

Most of our business is small scale balloon decor, we deliver a lot of bouquets and arrangements. People have been ordering them for big birthday parties, christenings and casino-themed parties. There has been lots of yellow and rose gold as well.

Single Balloons

Amscan, Qualatex

The new satin finish balloons from Anagram have been doing really well - they’re available in half a dozen different colours and people really like them. Children’s supershapes have been doing well too - Paw Patrol, PJ Masks, Trolls and unicorns are all very popular at the moment.

Decor

Unique Party

Honeycomb paper balls and diamonds are really popular at the moment, as is plain bunting in a range of colours. People have been choosing pastel colours; lilacs, silvers, pinks, blues and whites. Lots of them are being used for christenings and baby showers, it’s definitely the Pinterest effect!

Partyware

Unique Party, Amscan, Ginger Ray, Talking Tables

We have a wide plain colour selection which spans the whole range of colours and sizes and always sells well. We break this up with some of the more design-led ranges - such as the pink and gold foil Happy Birthday from Ginger Ray - as they are good to mix and match with.

Anything Else?

PaintGlow

The entire PaintGlow range has been selling well all year round for us, people are using it for all sorts of things!

Bristol Novelty

Unique Party

Ginger Ray

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