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Welcome to the Party It’s the time of year when Halloween dominates the thoughts of anyone with even a passing interest in retail. This focus on all things spooky, gory and gruesome used to be the sole preserve of party retailers and maybe the occasional publican. These days, of course, things are dramatically different. Halloween-themed emailers have been dropping into inboxes for weeks now (although significantly less so than last year, thanks to the sterling efforts of GDPR), offering Above: Progressive Party Europe’s Rob Willis and Jacqui Parr. readers the opportunity to buy a ‘scary’ version of everything imaginable, from outfits and accessories to washing-up cloths and nappies (I’m not even joking!). We are also encouraged to sign up for everything possible, from £45 interactive zombie experiences to free family events, proving once and for all that Halloween has firmly entrenched itself in the UK culture and shows absolutely no signs of going anywhere anytime soon. On the high street itself, Halloween theming is also everywhere, from shoe shops to the local bakers (despite the somewhat questionable wisdom of combining sausage rolls and spiderwebs). The growing appetite for celebrating the holiday is something of a double-edged sword as mass-market Halloween product takes over dedicated aisles in supermarkets, discount stores and fashion outlets, drawing business away from the party industry itself. As such, party retailers need to remind consumers where they are and restablish themselves as the place to go for something a bit different. Thankfully, with larger and more elaborate Halloween events taking place all the time, consumers are starting to move away from the idea of a £10 off-the-peg outfit – if nothing else, the fear of turning up in the same outfit as someone else encourages them to look a little further afield than choosing the first thing they see when doing the weekly shop. Of course, social media has also been a catalyst for the growing interest in DIY Halloween looks, whether that be through costume customisation, clever make-up or any number of other approaches. Searching for #halloween on instagram turns up almost 63 million results, providing pages and pages of inspiration as well as shopping links and in-depth tutorials on how to recreate this season’s key looks. Superdrug recently released four Halloween make-up video tutorials on its YouTube channel and they have already been watched thousands of times. If you’re not making the most of your social media accounts already, you’ll be missing out to someone else who is... With many suppliers now offering next-day deliveries, it’s never too late in the day to refresh your current stock and – thanks to the various additions and range update catalogues which have been released over the summer – there are hundreds of new lines to choose from. We’ve included a few of those in our Halloween update in this issue. More than ever, this year feels like a real mixed bag as far as themes go, with a wide range of options to choose from, from the traditional to the ultra-modern. Suppliers are already reporting a strong start to the season, with costumes performing well and demand increasing for both props and décor. Family costumes are big business as well, and not just at Halloween. Our focus on family dress-up takes a look at the latest fashion, which sees all members of the family coming together to have fun and is set to be a key trend in 2018/19. We’ve also spoken to the team at H&P Expo about what’s in store for next year’s show and spent time at Leg Avenue’s HQ in Amsterdam – it’s a hard job, but someone’s got to do it! Have a great Halloween.
@Prog_Party_Eu ISSN 2058 797X
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CONTENTS
What’s inside: SEPT/OCT 2018
31
43
35
55
51 NEWS
The latest from the party world
WORD ON THE STREET
Neviti’s Tracey Cooper on single use plastics
WHAT’S NEW FROM EUROPE? European suppliers latest
LICENSED TO PARTY
The latest licensed loveliness
NEW PRODUCTS
Be quick, they’ll be gone soon
BAPIA
John Bowler (Go) Compares insurance
H&P EXPO
Reasons to book a trip to New Orleans
07 19 21 23 25 29 31
35 43 47 51 55 58
HALLOWEEN
And now, for the real reason we’re here
LEG AVENUE
PPE heads to Holland to pay the team a visit and find out more
LICENSING
I need a (super)hero, and so do you
FAMILY FUN
Dress up and party, together
PROPPED UP
How to style the party
BEST SELLERS
Retailers share tales from the tills
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NEWS PAGE
NEWS UPDATE Party City joins Amazon retail platform US-based party and Halloween retailer Party City is rolling out a pilot programme on Amazon.com ahead of the Halloween season this year. Although an assortment of items will be available on the Amazon website, the core focus will initially be on Halloween – Party City’s biggest selling season. According to Party City ceo James Harrison, the retailer’s intention with the Amazon pilot is to reach customers who are increasingly gravitating towards
‘Tasteless’ zombie princess removed from sale A ‘tasteless’ zombie princess outfit has been removed from sale at Party Pieces, the online fancy dress and party retailer owned and operated by Kate Middleton’s parents. The family business came under attack for the Sleeping Zombie Princess outfit, with some claiming the costume was disrespectful to Princess Diana, who died in a car accident in 1997. The ‘princess’ variation of the popular zombie dress-up theme - which consisted of a blood-covered gown and tiara — was deemed 'sicker than sick' by Simone Simmons, a friend of the late Princess Diana. The Middletons have not commented, but the costume has been removed from sale. Above: The princess zombie costume remains available from other retailers.
Right: Party City shares rose by nearly 5% following the news that it would be joining Amazon.
shopping online, including millennials. “The programme also creates an additional channel of distribution that allows us to leverage our dynamic manufacturing and distribution capabilities,” he added, pointing out that Party City will also continue to run its own independent ecommerce website.
First success for EBPC campaign The first campaign success from the European Balloon and Party Council (EBPC) could see balloons and balloon sticks being removed from the proposed EU directive on singleuse plastics (SUPs). As part of its ongoing campaign, the EBPC has successfully managed to see more than one European political group tabling amendments in favour of
removing balloons and sticks from the proposed directive. “Although this first phase has been a success, there is no guarantee of success for the remainder of the campaign and there is still work to do,” said director general Suteesh Chumber. For more detailed information and to find out more about how you can get involved, visit www.ebpcouncil.eu.
Rubies to launch Fortnite dress-up line Rubie’s Masquerade has launched a range of Fortnite dress-up for the European market. The new collection will feature a range of costumes, masks and accessories from the worldwide online gaming sensation and will be available to purchase from a variety of online retailers. “We are absolutely thrilled to be part of the Fortnite phenomenon,” said Tania Hrycko, licensing manager EMEA, Rubie’s Masquerade. “Fans will soon be able to replicate their favourite Fortnite
For the latest news visit PartyWorldwide.net
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An official statement from Party City said that it expects the pilot programme to expand to other product categories for Christmas and the New Year, while ‘further expansion [is] possible in 2019’.
characters as they prepare for epic battles in our officially licensed costumes and accessories.” She continued; “We will be launching with some of the most sought-after character costumes and accessories for tweens and adults alike and will continue to strengthen our range alongside the everevolving skins from Epic Games. We are so excited to be part of this journey.” Above: The gaming phenomenon Fortnite is played by millions worldwide.
Fancy Dress Worldwide smashes crowdfunder target
Fancy Dress Worldwide, a Worcesterbased fancy dress e-retailer, has smashed its £200,00 crowdfunding investment target, in a scheme devised to fund its expansion plans. The multi-platform e-commerce fancy dress company raised £271,000 through investment site Seedrs in just 27 days, with over 150 investors buying shares in the company. Managing director Dom Portman plans to use the capital to increase the company's product range and online presence over the next two years, focusing on Amazon Prime integration and an export strategy for the USA. “The Fancy Dress Worldwide team and I are extremely excited to have smashed the crowdfunding target well before the closing date,” said Dom. “One of the key goals of this funding round was to gain experience within the company as we grow.” Fancy Dress Worldwide first launched in March 2016 and sells costumes, accessories and party decorations via Amazon and eBay. Growth has been rapid – it has shipped to over 380,000 customers in 85 countries in the last two years. Seedrs has valued the company at £2m.
HCA launches new Halloween website The Halloween & Costume Association (HCA) – also known as the Halloween Industry Association – has rolled out a new consumer resource for the 200 million Americans expected to participate in this year’s Halloween celebrations. The new website has been designed to entertain and educate while also covering everything from industry trends to new costumes and accessories. “With the 2018 top ten costume predictions including everything from superheroes to political villains, we’re expecting to see some pretty amazing selfies on social media this year,” said Kevin Johnson, HCA chairman and chief excitement officer at Elope. In addition to a calendar of events and parties taking place across the country, visitors to the website will also find safety tips and industry stats as well as details about costume competitions and year-round party ideas. For more details, visit www. halloweencostumeassociation.org.
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PARTY NEWS
Party time at Gemma’s trade store Sales of Gemma International’s partyware ranges continue to go from strength-to-strength as the company supports the independent party market with a new online trade store. Independent customers can now source partyware direct via Gemma’s online trade store. They can also place orders via a dedicated nationwide sales team comprised of ten sales agents, highlighting Gemma’s continued commitment to supporting the independent retail market. The range of core party tableware lines – as well as
Superdrug launches Halloween make-up lines Health and beauty chain Superdrug is the latest high street retailer to launch a dedicated Halloween range, with a creative make-up and special effects collection in stores now. “Halloween has become a firm fixture on the beauty calendar,” says Simon Comins, commercial director at Superdrug. “We anticipate 2018 will be the biggest year for Halloween sales as we launch our ‘Glamoween’ shop online. It has become one of the biggest seasonal periods.”
Party Planet gets back on its feet after flood
to include it.” Customers can sign up to Gemma’s Trade Store via https://trade.gemmainternational.co.uk
balloons, banners and favour packs – includes Peppa Pig, PJ Masks and Stormtrooper licences, with more to follow in 2019. “We continue to see great demand for our licensed party selection across all sales channels,” says licensing director Tim Rudd Clarke, “and we have been delighted with the success of our trade store business since its launch. A number of independent retailers have been asking for party items alongside their cards and wrap orders, so it made sense
Right: PJ Masks is one of Gemma's popular party collections.
Smiffys’ Roald Dahl collection wins Licensing Award was collected by director Dominique Peckett and team. “We are absolutely thrilled and delighted,” Dominique said. “Winning this award has really highlighted all the work that has gone into this licence from the whole team.” She continued; “It gives Roald Dahl the credit he deserves as well, after all these years. It’s the perfect classic yet contemporary licence and we’re so pleased it has been recognised.”
Smiffys’ hugely popular Roald Dahl collection (for F&F at Tesco) was revealed to be the winner of the hotly-contested Best Licensed Dress-up or Partyware Range at this year's Licensing Awards. The award, which was sponsored by Beano Studios,
Below: Superdrug's glitter sales increased by 300% over Halloweeen 2017.
Left: The Smiffys' team collect the trophy from award host Rory Bremner.
Qualatex Q-Boom launches with a bang remotely at the push of a button, making it simple and straightforward to coordinate balloon special effects such as balloon drops, flying confetti or surprising reveals. Pioneer Europe customers can order now for delivery by the end of October 2018.
Balloon expert Qualatex has announced the launch of its latest innovation Q-Boom, which will make coordinated balloon popping easier than ever, without the need for pyrotechnics or hot wires. The new technology will allow users to pop 3ft balloons
Rubie’s extends Halloween opening hours Costume company Rubie’s Masquerade will be extending its opening hours over the Halloween period and will be open from 8:0018:00 until 31 October. “We have been working
For the latest news visit PartyWorldwide.net
News_PPE_September October 2018.indd 9
activity as well as creative Halloween window stickers, hanging vinyls, posters and standees to get everyone excited for the big day.” Rubie’s also offers trade customers next day delivery.
closely with our retailers on marketing in-store and online experiences to excite and engage consumers,” added marketing assistant Danielle Costello. “Expect to see social and digital
Lincoln-based party shop Party Planet has opened a temporary branch after heavy rainfall caused the roof to collapse and ruin much of the stock inside, causing more than £60,000 of damage. Owner of the business, Gail Brocklebank, explained that the business has already moved to an empty unit nearby and is open and fully operational for Halloween, the retailer’s busiest time of the year. “We are definitely in this unit until our shop is fixed,” she said. “Although we are hoping to return just before Christmas.” “We have lost over 50% of our stock,” added Gail, “with more than 200 bags full of water-damaged product. We are especially grateful to Smiffys, who donated some boxes so we could pack things up; Pioneer, who has helped with machinery replacement and Unique Party, who offered us extra discounts to help us get back on our feet.”
HIA supports low tariffs on Halloween products The Halloween Industry Association (HIA) has released a statement explaining that it is actively engaged in collaboration with other consumer products industries in opposing any tariffs that might be unfairly levied against Halloween costumes and products imported from China. While the US trade tariffs were originally directed at high-tech industries, a tit-fortat trade dispute with China has escalated tensions and the latest round of proposed tariffs are beginning to focus on finished goods, with potential tariffs reaching up to 25%. “Halloween products promote strong US intellectual properties both here and abroad,” said HIA executive director Michele Biordi. “We want these products to benefit Halloween revellers everywhere.” All enquiries should be directed to the HIA at mbiordi@hiaonline.org.
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PARTY NEWS
Party City acquires 16 new franchise stores
Registration goes live for H&P Expo Party, costume and Halloween buyers can register now for next year’s Halloween and Party Expo, taking place in New Orleans, from 25-27 January, 2019. As North America’s only event that brings together all things Halloween, party, celebration and haunt all under one roof, the 2019 show will feature an expanded product selection, including costumes, accessories, make-up, props, décor, novelties and much more. Visitors will be able to get the first look at thousands of new products being launched for the upcoming season, take advantage of exclusive show offers and discounts and benefit from a specially-designed education programme. Retailers will be able to take part in daily roundtables
and panels that will address the topics that retailers have said are most important to them and will be able to find Halloween inspiration at the co-located event HAuNTcon, the Haunted Attraction National Tradeshow and Convention, as H&P Expo badges give visitors access to both show floors. A targeted pre-show
Pretend to Bee benefits from Buzz’s celebrity boost
Specialist children’s fancy dress manufacturer Pretend to Bee has benefitted from the celebrity boost given to its brand following a recent social media post by ex-McFly member Tom Fletcher. With over 1.6 million followers on his Instagram account, Tom is a prolific influencer on social media and recently posted a video of himself with his eldest son Buzz, wearing Pretend to Bee’s popular Natural History Museum T-Rex costume. “The Natural History Museum range is one of our most popular collections and so we were absolutely delighted to see Buzz Fletcher wearing the T-Rex costume,” said Kate Skitt, marketing manager at Pretend to Bee. “We noticed a shift in sales almost immediately and with Christmas on the horizon, we know that these costumes will continue to sell quickly as the big day approaches.” Above: At the time of writing, the Instagram video had been viewed more than 552,500 times.
marketing campaign has also been delivering valuable retail advice to help stores strengthen sales and boost business ahead of the busiest season of the year. Visit www. halloweenpartyexpo.com and see PPE's feature on page 31 for more information. Above: H&P Expo's Artist Battleground make-up competition will be returning for the second year.
Amscan launches What’s New 2018 catalogue Party, costume and balloon expert Amscan has launched its latest catalogue, What’s New 2018. The catalogue is the eighth release from Amscan this year and contains a number of new launches, fresh licences and updated collections. The new catalogue – which is nearly 80 pages long – features a great wide of new party, balloon and costume ranges as well as introducing the new updated catalogue style. Find the latest catalogue online at www.amscan.co.uk/ catalogues
The library, based in Tadcaster near Harrogate, is inviting people to donate or borrow costumes, with all of the outfits listed on a dedicated Facebook page. A spokesman for the
For the latest news visit PartyWorldwide.net
News_PPE_September October 2018.indd 11
Halloween window displays come under fire A Halloween window display has come under fire following fears that the gory costumes and props on show at Hollywood Fancy Dress & Party Store in Poole could ‘terrify’ children. Local street preacher Rev Elaine Glover has called for a ban on what she believes to be a ‘terrifying and demonic’ display, in the window of the popular seaside fancy dress store. “My problem is that these window displays can be seen by everyone, including young children who are likely to be terrified,” she said. “It is very graphic and just too much.” The interview ran in a local newspaper and attracted over 80 below-the-line comments defending the window display, which remains firmly in situ. Below: Is this shop window really too scary?
Fancy dress swap shop A fancy dress swap scheme has been launched by a local library to help out children and adults who need fancy dress costumes and accessories for key seasonal events.
Leading US party and Halloween retailer Party City has acquired a master franchise group representing 16 retail stores throughout the Pennsylvania market. Party City purchased the retail chain – which posted 2017 sales of around $34 million – for approximately $18.8 million. “The acquisition of these 16 franchise group locations will solidify our position in Pennsylvania, where we now have a total of 30 companyowned stores,” said chief executive officer, James M. Harrison. “Accretive franchise acquisitions remain an integral part of our strategy to systematically increase our retail square footage, expand our presence in attractive, under-represented markets and deliver value for our shareholders.” Prior to this acquisition, Party City’s retail operations included 814 company-owned Party City stores and approximately 134 franchise stores.
organisation said the costume exchange initiative aims to help people take part in events like World Book Day or Halloween parties, when they can’t afford to buy their own dressing up outfits.
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What‘s on the playground? Stay on the ball and experience the multifaceted world of play in one place: the right products for your business model, inspiring special areas, interesting presentations and an exciting festival specially for visitors to celebrate our 70th anniversary.
www.spielwarenmesse.de/uk
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PARTY NEWS
Amscan launches Balloonin’ Marvellous event Balloon, party and costume expert Amscan will be holding a two-day decorator event in MK Stadium, 29-30 October, 2018. Six high-profile balloon experts will be giving talks and demonstrations, in addition to a host of additional activities. Each day offers different activities, with day one kicking off with the opportunity to create the décor for the evening’s space-themed party and entertainment. Each of the experts – Rob Driscoll, Natalie Saunders, Matthew Lewis, Angie George, Guido Verhoef and Chris Horne – will be leading a different element of the decor,
from a spectacular balloon drop to a scene-setting entrance tunnel. Delegates will be able to choose one of the classes to join. Day two gives delegates the opportunity to attend smaller
Costume SuperCenter tops US Halloween retailer list Online retailer Costume SuperCenter has been named the best US e-commerce Halloween costume retailer by consumer review website TopConsumerReviews.com. The website – which was launched by Steve Mandell, the founder of Party City, in 2005 – has been awarded the highest possible five-star ranking by the review site. “Costume SuperCenter is our top pick for Halloween costumes, particularly because of their customer-centric approach to online shopping,” said Brian Dolezal ceo of TopConsumerReviews.com, who also highlighted the hassle-free exchange and returns policy. “We particularly like how they carry costumes in one of the widest size ranges available, from infants to plus sizes. For all of these reasons, we’re pleased to give Costume SuperCenter our first-place rating in 2018.” The top five retailers to appear in the list were: ■ Costume SuperCenter ■ Halloween Express ■ Costume Craze ■ Spirit Halloween ■ Trendy Halloween
New season catalogue from Widmann Italian fancy dress company Widmann has launched a new additions catalogue for the 2018 season. The additions catalogue will span the two-year period between 2018 and 2020, adding to the 14,000 high-quality lines which are already available. The main party product catalogues have been split into three huge volumes; Seasonal (events), Costumes and Accessories, making it simple for retailers and buyers to source exactly what they are looking for. Meanwhile, new items for the 2018/19 season are available for viewing and ordering now on Widmann’s trade-only website and Sancto International (for UK customers only).
For the latest news visit PartyWorldwide.net
News_PPE_September October 2018.indd 13
classes, each tailored to specific areas of balloon decor. With each expert running two sessions, there is plenty to choose from. Delegates are able to mix and match four different classes and tutors. Tickets are on sale now costing just £250 and include all classes, tutorials, workshops, food and accommodation as well as £100 of redeemable wholesale vouchers. To order your limitededition ticket, simply call Natalie Bunker on 01908 288 537 or email nbunker@ amscan-uk.co.uk. Left: The two-day event was gradually revealed through a high-profile teaser campaign.
Smiffys extends preschool and baby offering R H Smith and Sons, owner of the Smiffys, Fever and Time4Fun brands, has announced a number of high-profile licensed additions to bolster its new range of toddler dress-up. The new preschool and baby offering spans both generic and officially licensed dress-up, including characters from popular children’s books and preschool television programmes such as Roald Dahl, Where’s Wally and Beatrix Potter’s Peter Rabbit. It will be on sale in time for World Book Day 2019. The new toddler costume range brings characters to life, encourages development through imaginative play and is designed to inspire and excite the imagination, while the baby dress-up features soft fabrics and cute detailing.
Hamburg balloon jam embraces circus theme The fifth Balloon Jam Hamburg, taking place 6-8 November 2018, will be embracing a fun circus theme to add some colour and excitement to the three-day event, which is the biggest balloon jam event in Europe Held in Sunderhof, in a secluded location in the middle of a forest just 30 mins away from Hamburg, delegates will be able to enjoy hands-on lectures, 24-hr jamming, nine décor workshops and 27 twisting workshops, all using balloons provided for free by Qualatex. Delegates will also have the opportunity to work with a number of different teachers and balloon artists, including Alberto Falcone, who will be creating the circus-themed décor during his Thursday classes. Below: Delegates are encouraged to bring circusthemed costumes for the Wednesday night Gala dinner.
Oktoberfest costumes court controversy Costumes for Oktoberfest – the Bavarian beer festival which is rapidly gaining popularity across Europe – have been making headlines in the national press after a number of cultural leaders criticised current Oktoberfest fashions. The discussion began with commentators claiming the event has become synonymous with drunk tourists in outrageous outfits rather than a celebration of Bavarian culture. ‘Sexy’ versions of the famous Bavarian Dirndl dress, featuring low-cut necklines and short skirts, are increasingly being worn by tipsy tourists as they attend Oktoberfest celebrations taking place throughout Europe. British revellers are among the top ten nationalities to visit the annual event, which has been running since the 1800s.
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PARTY NEWS
New layout revealed for Christmasworld 2019 The world’s leading trade fair for festive and seasonal decoration has revealed the final plans for its new hall plan and layout for the 2019 show. Christmasworld 2019, which will be taking place 25-29 January, will see a number of product groups being restructured as the show embraces new opportunities, with Hall 12 also being used as additional space for the ‘Christmas and Seasonal
Qualatex announces education timetable Balloon expert Qualatex has announced its UK training course calendar for the autumn/winter 2018 season, covering a number of trendled categories including Wedding Trends, Chrome Fun and What’s Hot Right Now. The programme will also include core business courses such as Retail Essentials and Visual Merchandising. All courses will be presented by world-renowned instructors, utilising the latest Qualatex products and demonstrating both core and new techniques. “All Qualatex courses are unique and designed to offer inspiration, continuous skills development and give attendees proven tools to help their businesses grow,” said Anna Hickman, education and export marketing manager at Pioneer Europe. “We are committed to furthering education for balloon professionals and we are proud to offer the most extensive range of training courses in the industry.” Full details of all courses are available on europe.qualatex.com
Decoration’ sector of the show, which includes spring, Easter, autumn and Halloween decorations. “Christmasworld is the world’s most important ordering fair for seasonal and festive decorations,” said Julia Uherek, Messe Frankfurt’s group show director for consumer goods fairs. “We are taking advantage of the opportunities offered by the new Hall 12 to provide a circular tour for buyers.”
The new hall layout and experiental concepts will also provide maximum inspiration for buyers across a diverse range of target markets Each hall will be redeveloped and based around a ‘centrepiece’, such as a special exhibition area, a complementary programme of events or a networking hotspot. The 2018 event hosted 1,047 exhibitors from 43 countries
Simon Elvin’s Edward Williams leaves a lasting legacy expanded include partyware, giftware and gift bags. “I had the great pleasure of working with Edward since the 1970s – and together with so many others will miss him greatly. He was a very special man,” Simon Elvin said of his friend and colleague.
Edward Williams, who has been a key member of the Simon Elvin group for almost 30 years, heading up its social stationery and party division, sadly passed away in September, aged 71 years, following a long battle with cancer. Edward joined the Simon Elvin team in 1991, establishing and developing its social stationery division, which he
Above: Edward Williams leaves a lasting legacy in the party and greetings industries.
worn in public,” said Bristol Novelty’s Fran Hales, “and it’s particularly pleasing when we see a costume worn on such a big stage such as the Ryder Cup.”
Golfing pro Ian Poulter put on a postbox fancy dress outfit in a nod to his ‘Postman’ nickname as he celebrated his Ryder Cup glory this weekend. The golfing champion was given a postbox fancy dress outfit from a fan and he immediately pulled it on to celebrate winning the Ryder Cup, before cavorting around the 18th green. “It’s always nice seeing our products
Below: Ian Poulter wore Bristol Novelty's new Postbox costume to celebrate the Ryder Cup
about misogyny and rape. Yandy removed the costume from its website almost immediately, saying: “Our initial inspiration to create the piece was through witnessing its use in recent months as a powerful protest image.”
story of female subjugation by Margaret Atwood, which has been popularised by the recent television series. Backlash for the ‘Brave Red Maiden Costume’ spread quickly across social media, with many criticising the company for sexualising a series
For the latest news visit PartyWorldwide.net
News_PPE_September October 2018.indd 15
Above: Hall 12 will play host to spring, Easter, autumn and Halloween decorations.
People News
■ Holly Oldham has left Hasbro and re-joined Rubie’s Masquerade as UK managing director, reporting to Chris Isitt, vice-president for EMEA and Australia. ■ Party stalwart Stuart Goodman has joined Karnival Costumes as head of sales for the modern fancy dress and accessories company. ■ Creative Party has extended its product and marketing team with Shayna Bowles taking on the product and marketing manager role.
Bristol Novelty embraces golfing glory
Handmaid’s Tale costume backlash Online fashion retailer Yandy has withdrawn a sexy ‘Handmaid’s Tale’ Halloween costume from sale following a backlash on social media. The costume itself was a ‘sexy’ take on the The Handmaid’s Tale, a dystopian
and was visited by over 43,400 trade buyers from 129 different countries. More information can be found at www.christmasworld. messefrankfurt.com
Party names star in leading licensees listing A number of party and costume companies have been named in the new 175 Leading Licensees 2018 report. Compiled from reader surveys and License Global industry intelligence, the report has been published in the latest edition of the US title. The list aims to highlight the ‘best-of-thebest in the business’ and spans all product categories. Party and costume licensees featured in the report include: American Greetings, Amscan International, Avec UK, Disguise, Elope, Rubie’s Costume Company, Unique Industries (Unique Party) and VMC Accessories.
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“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.
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Guest Columnist
The Word Otn ee r t s e th
Tracey Cooper is director at partyware company Neviti.
The latest in PPE’s series of guest columnists, Tracey Cooper is director at partyware company Neviti. Here’s her take on the recent focus on single-use plastics and the challenges that creates.
Party’s Plastic Dilemma
“W
hatever your views on the environment, the debate around single-use plastic rages on and shows no sign of stopping anytime soon. Most of us would agree that images which appear regularly on our TV screens and in our newspapers of the ocean littered with plastic bags and our beautiful beaches covered with washed up plastic bottles are heart-breaking. Something clearly needs to be done. But the party industry is filled with singleuse, disposable items so what can we do to help reduce the impact on the environment while still trading successfully and profitably? This is the dilemma which faces each of us and as producers, wholesalers and retailers of these products I do believe we have a duty to be aware of the environmental impact of the items we place on the market. Wherever possible we should do something to lessen that impact if we can. I have recently had the good fortune to work closely with one or two of our customers who are themselves considering how they can reduce packaging waste and improve the recyclability of their product range. It’s great to see that media and public pressure is having an impact and influencing the buyers’ choices long before any legislation, which tends to take a long time to come in and can be difficult to interpret and enforce. Moving away from single-
use plastic is an obvious and easy change and we are seeing a switch from these types of products to paper alternatives such as paper straws, paper party bags and wooden cutlery. While these products still have some environmental impact, this should be less than using plastic items. It might not be a magic fix, but I still believe that doing something is always better than doing nothing. Another area where we are getting requests for change is on our labelling, so we are better placed to inform the consumer about the recyclability of our product packaging. Not all plastics are created equal and it can be extremely confusing for the consumer who may have to guess whether to place certain items in the recycling bin or not. A wrong choice
could contaminate an entire batch which could be worse than not recycling at all! At Neviti we have recently joined On-Pack Recycling Label (or OPRL for short), which enables us to use the
in fact recyclable, including the soft packaging wraps on cups and plates and the plastic windows on our boxed products. We have switched to plasticfree wraps on our rock sweets
“Moving away from single-use plastic is an
obvious and easy change and we are seeing a switch from these types of products.” On-Pack Recycling Label scheme labels. These aim to deliver a simple, consistent and UK-wide recycling message on retailer and brand packaging. They claim that the simple consistent label style is now recognised by more than seven in ten consumers and that over 550 brands are now signed up to the scheme. At Neviti we have also been pleasantly surprised to find that many of the plastics used in our packaging are Left: Wooden cutlery is a popular option as consumers turn their back on single-use plastics. Below: Consumers are becoming more aware of the damage caused by plastic pollution.
and are looking at what we print on our product header cards to reduce the use of foils and plastic laminates which can make the packaging unrecyclable or contaminate a batch if recycled incorrectly. And of course, the On-Pack Recycling Labels will help the consumer to make an informed decision about which items to purchase and whether to recycle or not. We are not going to stop people using disposable products and nor would we want to; our entire industry is built upon it after all. But we must all embrace the challenge and do what we can –doing nothing is no longer an option.”
OPRL Scheme For more information about the On-Pack Recycling Label scheme visit www.oprl.org.uk.
SEPTEMBER/OCTOBER 2018 PROGRESSIVE PARTY EUROPE
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Christmas shopping!
Order now at www.folat.eu © FOLAT BV Diakenhuisweg 15 - 2033AP - Haarlem - Netherlands - www.folat.eu
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What’s New From Europe?
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Looking for something a bit different? Then it’s time for an international shopping spree!
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Winter is Coming
This silver snowflake and New Year’s champagne glass offer a simple and stylish solution to any new year celebrations. These two new holographic balloons are perfect for making this winter trendy. The latest new additions to Grabo’s winter collection are available to order now.
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Vive la Mexico
The Globos Payaso range has now been further extended with the inclusion of two new balloon kits. A Mexican Fiesta arch containing 50 balloons would be a great addition to any Mexican-themed event, while a Day of the Dead arch is also now available now to help celebrate this special day.
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Royal Touch
One of the most recent additions to Widmann’s extensive fancy dress collection, this fabulous take on HRH Queen Elizabeth II is perfect for anyone looking for that royal touch. The allinclusive outfit is available to order now – corgis not included.
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Strap In!
This clever new range of embellished suspenders from Folat offer a simple solution to low-effort and low-cost fancy dress. The new lines allows consumers to dress as a number of options, including sailors, police officers, clowns or even take the smart option in black tie. Available now.
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Feline Good
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Boland Party has just launched over 100 pages of brand new products, much of which is in stock now. This oversized photographic cat mask is expected to be a hugely popular across social media and is available to order now.
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Greatest Show
This show-stopping three-piece Night Ringmaster costume from Leg Avenue will ensure that the wearer is able to command their audience. The look includes a gold-trimmed velvet tuxedo dress with sequin lapels and striped satin skirt, choker bow tie, and matching top hat. Available now.
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MEDFORD HOUSE, EAST COMMON LANE SCUNTHORPE NORTH LINCOLNSHIRE ENGLAND DN16 1DE FREEPHONE: 0800-052-4977 | TELEPHONE: 01724-281113 | FAX: 01724-281119 OUTSIDE UK TELEPHONE: 0044-1724-281113 | FAX: 0044-1724-281119 WEBSITE: WWW.FAVORS.COM | E-MAIL: SALES@UNIQUEPART Y.CO.UK
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Licensed to Party Spring Fair
Progressive Party rounds up the latest licensed releases.
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■T oy Time Keeping its focus on leading collectible toy brands, Unique Party has released a complete range of Hatchimals partyware. The must-have girls brand was a best-selling line last Christmas and is expected to do well again in 2018. Product includes tableware, décor and pinatas.
■B attle Royale
■T he Bad Guys
Rubie’s Masquerade has launched a much-anticipated line of Fortnite costumes for the UK and European markets. The new collection will feature a range of costumes, masks and accessories, with characters Skull Trooper, Bright Bomber and Dark Knight leading the charge.
The popular Suitmeister range from OppoSuits has now also moved into licensed product, with recent additions including The Riddler and The Joker proving particularly popular. The affordable suits are available in both adult and children’s sizes, meaning that families can embrace the theme together.
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■H op To It
Cartoon Costumes
A range of innovative Transformers costumes have been created by Rubie’s in time for for the highly anticipated Bumblebee movie, out this December. The clever costumes are actually padded tops which – with a quick flip and reveal – allow children to be vehicle one moment and robot the next!
A new collection of high-profile licensed preschool dress-up ranges from Smiffys include this new Beatrix Potter’s Peter Rabbit collection. The range features a number of different characters from the classic franchise and brings the family favourites to life for the younger generation.
For its latest addition to its licensed portfolio Amscan has welcomed the popular Cartoon Network animated science fiction sitcom, Rick and Morty. The range of cult-favourite costumes includes lines for both teens and adults and the various styles are ready to order now with stock due in time for Halloween.
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Be good and discover your new
party heaven at espa.be
... if you deserve it
- Your one stop worldwide party supplier - More than 10.000 accessories and 1.200 costumes - Check out our new 220 pages Halloween catalogue -
by ESPA.BE Advert_EspaOK.indd 1 00_PPE_September October 2018.indd 1
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Creative Party is unabashed over its obvious joy for the new Iridescent range! These opulent paper straws and shining cello bags are just a few of the company’s favourite items from the much-loved range. The luminous colours are a real head turner and are the perfect accompaniment to all the mermaid, unicorn and rainbow ranges currently taking over the party industry.
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J ump To It
A brand new range of women’s jumpsuits have been included in Fun Shack’s new Halloween range for 2018. Available in UK sizes 6-18, these Black Cat and Harlequin jumpsuits are easy to wear and offer consumers a stylish update to the usual Halloween range, making them perfect for any spooky nights out.
New products don’t come much better than this...
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A new eye-catching llama range from Qualatex includes the 45” Lovable Llama shape balloon. This great new shape is perfect for décor and gift bouquets as well as eye-catching retail window and in-store displays. The Hello Baby Llama and Birthday Llama 18” foils and two assorted Llama latex balloon packs complete the range.
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What’s New?
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These brand new cake picks from Amscan are the perfect cake toppers for anyone who wants to be the centre of attention, or for occasions where candles might be unsuitable or dangerous. Available in gold in numbers from 0 – 9, these super cute micro numbers are easily inflated with the straw provided and measure 15cm high.
G oing Wild
Customers will be able to go wild in Smiffys new animal costumes. From the Parrot Piggyback, the bright pink Flamingo (which is also available in the children’s range due to popular demand) or even a cute and cuddly Kangaroo. Animal costumes are perfect for festivals, carnival, themed birthdays and even Halloween.
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H eading
‘Creep in the Box’ is the newest edition to Angels Distribution’s extensive and creative Rasta Imposta range. The unnerving take on the classic Jack-ina-box makes a perfectly eerie costume for Halloween. The costume itself comes complete with sinister clown mask, a tunic with attached box and simple clown gloves.
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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
RUN FOR (INSURANCE) COVER! In his latest column John Bowler has taken the opportunity to address one of life's more mundane essentials – insurance. Read on to find out why...
“W
hile I am writing this article, I am questioning myself, as I can’t believe that I am actually writing about a topic that many people might consider to be the most boring subject on the planet. Yes, I am talking about insurance! I know it is not a 'sexy' topic and will probably generate groans from many of you, but it is very easy to get confused with the different types of insurance covers that are available. Are you sure you have the correct insurance for you and your business? I am not about to try to sell you insurance, but it is something that I know a little about, as we have arranged some great insurance offers for BAPIA members. All BAPIA members receive Liability Insurance cover as part of their membership, but we are often asked other questions about insurance so I thought I would answer those questions this month4. “DO I NEED INSURANCE?” The only Insurance cover that you are legally obliged to have as a business is Employers Liability Insurance if you have any employees. This type of
insurance would cover you against claims made against you by an employee, should they be injured at work (subject to policy conditions.) Although not a legal requirement, it may be part of a tenancy agreement for a business premises that you have Buildings Insurance, but this is very often arranged by the landlord so they know for sure that it is in place. It is also becoming more usual for a venue and/or client to request a copy of your Public & Products Liability Insurance. This ensures that should somebody be injured or property be damaged as a result of the work that a contractor does, or through a product they have supplied, they will be able to claim on this insurance. I am sure that many of you will have experienced this already. It is highly recommended that you protect yourself and your business against any claims for liability by having Left:Insurance – boring but essential Above:Read the terms and conditions carefully; there are some things even insurance won't cover...
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.
good liability insurance cover that is specific to your business and includes all the services and products that you supply. If you offer venue décor services, your liability insurance must include cover for you and your staff when you are working on-site; many shop policies only cover work undertaken on your shop premises. “DOES LIABILITY INSURANCE COVER INCLUDE LOSS OR DAMAGE TO EQUIPMENT?” Unfortunately not. If you want cover for your equipment, products and stock, you will need Business Insurance. This is a new service we have arranged for BAPIA members at a greatly discounted rate. This type of insurance will protect you against damage to (or theft of) your equipment and can also cover you for business interruption. The cover that BAPIA has arranged with the insurers is exclusive to members and has been designed specifically for the balloon and party industry to include an automatic 30% stock increase from October to the end of December to cover increased stock levels during the Halloween, Christmas and New Year periods. This new Business Insurance cover is not only available to those with business premises. We have also arranged cover for those who work from home as we know that you have similar concerns for the protection of your business and the key pieces of equipment and stock. I appreciate that talking about insurance is a pretty boring topic but should you be unfortunate enough have a claim you will be very happy that you had cover in place. Please note that BAPIA does not make any financial gain from members taking out the Business Insurance, this is purely something we have arranged with our brokers so that our members can benefit. If you would like to know more please contact us at info@bapiaonline.com or on 020 8123 1746
SEPTEMBER/OCTOBER 2018 PROGRESSIVE PARTY EUROPE
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Get ready for the holiday season. SALES@OPPOSUITS.COM
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OPPOSUITS.COM
10/10/2018 15:45 11/10/2018 10:53
Halloween & Party Expo 2019
PREPARING FOR THE
Party! Inset: There’s no doubting where you are when faced with the dramatic entrance to the main show. Right: McKenzie Farquharso.
O
ne of the party capitals of the world, New Orleans is the perfect location for the Halloween & Party Expo. Taking place over three days in January (25 – 27 Jan, 2019), the show is a fascinating mix of product, inspiration and new ideas – not to mention all the valuable retail advice and feedback. Previously the subject of some industry uncertainty following a number of high-profile changes, show organiser Urban Expositions pulled out all the stops last year to ensure that the event was both well-attended and relevant – and the hard work was more than rewarded, with the Expo surpassing the expectations of many international buyers, retailers and exhibitors. Next year’s show goes even further, with more than 350 dedicated party exhibitors representing a wide range of product categories from costumes and accessories, to make-up, toys, novelties, party products and more. A number of exciting new attractions and initiatives have also been introduced for 2019, ensuring that visitors will have to be extremely strict with their show diaries! The show will once again be co-located with HAuNTcon (The Haunted Attraction National Tradeshow and Convention,
Expo Opinions “This show is showing a real improvement. There (were) many more attendees and also some very serious buyers who (were) all sitting down to place orders at the show.” Howard Beige, executive vice president, Rubie’s Masquarade.
There’s only one place on earth that is entirely dedicated to costumes, fancy-dress, makeup, special effects, balloons, décor, props and everything else a party retailer could possible need. PPE spoke to the Halloween & Party Expo’s McKenzie Farquharson about the serious business of all things party.
which has doubled in size for its second year) and will give attendees access to more than 100 haunt vendors and thousands of additional product launches. “We’ve got some great new attractions as well as some returning favourites,” said McKenzie. “The Artist Battleground will be coming back for the second year, but we’ll also have a brand new fashion show, new product spotlights being showcased on the runway and more make-up and accessory demonstrations.” Going into some more detail about the unmissable attractions, McKenzie outlines some of the highights. “The Haunted Trends Runway will be returning once again but in a slightly different fashion,” she explained. “Exhibitors will have the chance to showcase two different looks in one hour-long fashion show on Friday night once the first day of the show is over. The exhibitors will also be their own models so they can truly represent the brand and bring their products to life as they were intended!” “Cocktails will also be available,” she added, “making this a perfect opportunity to check out costumes, accessories and props live on the runway while networking and enjoying the end of a successful first day.” The Artist Battleground will be returning in the same popular format, giving make-up exhibitors the opportunity to bring their products
H&P Expo Essentials ■ H&P Expo 2019, 25 – 27 January ■ Ernest N Morial Convention Centre, New Orleans ■ To apply for the buyers club or for more information contact Karen at kgillis@urban-expo. com or +1 203 202 3825. ■ Check out the new website at www.halloweenpartyexpo.com for more information or to see a full list of exhibitors. to life by transforming live models on stage in a timed competition. Essential to any retail trade show is the education timetable and the H&P Expo has some great sessions planned, with daily panels and roundtable discussions taking place throughout the show. Left: Dreamgirl was one of the companies to use the runway to show off a number of classic and new lines. Below: The showfloor was full of costumes, props and other attention-grabbing product.
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Halloween & Party Expo 2019
Last, but definitely not least, is the industry’s annual costume ball – The Brewing, Boos and Booze event, which will be held on on Saturday 26 January, at Generations Hall. “This is your time to get dressed up and dance the night away,” said McKenzie. ”The ball is always an unmissable event, as hundreds of people from Inset: The Brewing, Boos and across the industry come Booze party on the Saturday together (and dress up!) night is always a good show. for a night of dancing and networking. It’s valuable for anyone but is absolutely essential “This year, we have shaped these for anyone new to the industry or for sessions based upon valuable retailer international travellers who are looking feedback from our online advisory to begin relationships with as many board and really made sure that companies as possible. And it’s great fun!” we are providing content that is A brand new website has also given relevant and useful,” McKenzie the show a boost for 2019, with the team revealed. “They will allow you to using it to to highlight new products, new have meaningful conversations with show features and new partners. It also your peers and discuss solutions to hosts a preview video about the show and your biggest business challenges.” a number of other exciting new features. Panel topics will include expert “We are using the site to make sure insight on how retailers can retain that buyers stay informed about customers, increase sales the show, but also that the and strengthen brand information we send them is loyalty; tips and tricks to as targeted and as useful as diversify your inventory possible,” offered McKenzie. assortment and increase “Retailers should follow us on add-on sales all year Facebook (at www.facebook. round; and retail and com/theHPE) and Instagram technology – realistic (@halloweenpartyexpo) to be the first to find out about Expo Opinions new events. We are interviewing “It’s been another hugely effective trip exhibitors and buyers leading up to for our team. We’ve been able to have the show about what they’re excited productive merchandising meetings to see and the products they’ll be with current suppliers, but also the releasing so don’t miss out on that!” ability to source brand new product There’s certainly a lot to be excited lines that we just won’t see unless we’re about and as the only event in North here. The organiseers make it very America to bring all easy to come here and do business.” things Halloween, party, haunt and Pendra Maisuria, director, celebration together Escapade Fancy Dress under one roof, the Halloween & Party technologies every merchant should know Expo offers retailers their about to help their business thrive. first chance of the 2019 One of the most successful initiatives season to get the first look which the H&P Expo runs for retailers is at thousands of new products The Buyers Club – a programme which being released. Exhibitors at was designed to connect key decisionthe show also provides a number making buyers with the products they of exclusive show specials and are looking to source and the exhibitors discounts which are only available they are looking to deal with. for the duration of the Facilitated by Karen Gillis, the Buyers expo, all designed Club Programme manager, key buyers
Who’s Who At H&P Expo This year, the show boasts over 350 exhibitors – and with just three days to get round as many of them as possible, buyers will need to prioritise. “We have got more than 40 exhibitors who are brand new to the show,” said McKenzie, ‘from right across the industry.” The Urban Expositions team has also been making much of the expanded product categories in the run-up to the show and McKenzie was quick to explain why this has been such a key element of this year’s planning. “After last year’s show, we heard from retailers that they were keen to see a wider range of product, so this year we will be showcasing a wider variety of products such as accessories, costumes, novelties, make-up, business services, toys, party products and more,” she enthused. “This means that buyers will have the opportunity to add more assortment to their inventory, including seasonal and festive product offering reaching far beyond the Halloween category. They will be able to focus on driving add-on sales at their stores.” to help buyers’ budgets go further. So with all that in mind, does McKenzie have any advice for first-time visitors? “Plan your trip early. Make sure to book your hotel as soon as you can, visit our website to see the full exhibitor list and see who you want to see, discover the new products that are being released at the show and make sure you check out a whole new set of vendors you could be doing business with!”
Left: Jeff West, creative director at Cinema Secrets, won the Artist Battleground competition with this incredible creation.
are given access to make pre-scheduled appointments with exhibitors. They are also given concierge assistance with registration, appointment setting, exhibitor introductions, merchandise credits and product recommendations – it’s a great way for retailers to ensure they they don’t miss out on anything which would be beneficial to their business.
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Halloween 2018
The Fear
FACT R As the biggest season for the dressup and party industries, many of you will have been preparing for Halloween 2018 since the start of the year. But for those of you who like to keep things a little spontaneous, here’s PPE’s Halloween update...
I
t’s all well and good preparing for Halloween months in advance, but the general public can be a tricky bunch and unfortunately they don’t always do what we want them to. Retailers can never really guarantee what will sell well for any season, but with potential costume ideas and party themes going viral right up to the last moment, Halloween is notoriously difficult to predict. “We are once again preparing for the madness Halloween brings,” said Bristol Novelty’s Fran Hales, “but we love every minute of it!” Fran has done his research; revealing that according to Mintel, the majority of Halloween purchases are an impulsebuy, with almost a third of Brits buying on a whim. “This is backed up by Royal Mail reports that consumers are most likely to buy Halloween goods between six and two days before the 31st,” he
Halloween Horrors “We’ve had a very promising start to the season so far. Costumes are performing much better than last year and decorations/props are really holding their own. We have had to put a lot of work into adding new items and points of difference as that is what the customers are demanding. I think that’s been the main factor for us.” Stuart Wheeler, account manager, Delights Direct
Halloween Horrors “With Halloween falling on a Wednesday this year expectations should be high and retailers should make sure they have bought well as families could well be celebrating across two weekends. We predict that Halloween will begin to turn back towards the traditional bestsellers with vampires, grim reapers, bat wings, zombies and witches amongst the best sellers this year. And of course you cannot go wrong with a clown!” Stuart Goodman, head of sales EMEA, Karnival Costumes
Right: Clowns are still a key theme for Amscan. Below: This golden skull from Qualatex gives a dramatic look.
added. “With the usual late rush anticipated, we are perfectly set up to fulfil orders from our customers to meet the demands of the consumer.” Fran is also quite clear about what those demands are. “Customers are very savvy when it comes to replicating new cultural trends through their outfit and costumes now reflect their personal tastes from the latest board game to their favourite boxset.
Halloween is increasingly about these weekend parties with adults taking endless selfies to show off their look, whether they are at a house party or down the pub.” Anything in particular? “The Greatest Showman mania is definitely here to stay. There has been a surge of circus-themed events and parties sweeping the nation and we have definitely noticed an increase in sales from our circus range since its release.” Of course, Halloween is important for anyone in the fancy dress or party industry so it’s no surprise that it is one of the main events of the year for Rubie’s Masquerade. “As Halloween falls on a Wednesday this year we expect to see the Halloween period lasting longer, with Halloween events happening both the weekend before and after,” explained marketing assistant Danielle Costello. “It’s also worth remembering that a Wednesday Below: A fresh take on scenesetters from Boland Party.
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WIDMANN S.r.l. MILANO
Viale dell’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
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Halloween 2018
Right: Rubie’s has developed a number of lines based on The Nun movie.
Halloween Horrors “While Halloween has become increasingly competitive over recent years, we still expect to see a huge crowd once the big day gets closer and our central London store always fills with last-minute shoppers in the week before Halloween. We keep products such as fake blood by the till – it’s a brilliant way to increase sales, as it helps remind customers about things they might have otherwise forgotten.” Emma Angel, director, Angels Fancy Dress
is the biggest student night of the week and we are sure students will go all out on their costumes!” Rubie’s expects to see a wide range of costumes being purchased, across everything from Marvel Avengers and Warner Brothers’ horror range to great generic costumes and even Disney princesses. “Warner Brothers’ The Nun is set to be a popular choice for consumers this year,” added Danielle. “The film is currently in cinemas and so we expect demand for this costume to grow in the run-up to Halloween.” Also tipping The Nun as a potential
source of costume inspiration is Mark Brett, UK agent for Boland Party. “Look at social media and tap into the trends,” he advised. “Check to see if there any relevant films coming out, such as The Nun. Don’t rely on old or traditional product too much!” Mark also points out that after clearing out a lot of old stock last year, 2018 offers retailers a good opportunity to really refresh their Halloween ranges. “People seem reasonably positive about Halloween this year,” he said. “It’s halfterm for some, not for others. There has already been a definite uplift in props and decorations, but there are also some retailers who haven’t put their stock out yet!” Also looking forward to the season really getting underway is Sergio Battaner, marketing director for Palmer Agencies. “For us,” he said, “Halloween really is Christmas come early. Costumes are still the greatest money-spinner, both in-store and online, but they are losing ground slowly to other categories such as masks, make-up and décor.” Palmer Agencies is well-known for its extensive collection of licensed and generic high-quality horror masks, from Trick or Treat Studios and Fun World, but Sergio believes that make up is currently the go-to product for many party-goers. “Make-up is favoured by the selfie generation,” he explained, “especially those that pay particular attention to how they are portrayed. They will go for the classic commodities
(white make-up, liquid latex, blood) and will play on a number of variations of gruesome and scary.” Meanwhile, décor is key to any party, whether it is a simple photo backdrop or full haunted house ensemble. Amscan has a wide range of new décor available for this year, with the new Halloween Friends ensemble offering a familyfriendly party setting that little ones will love. Balloons, of course, are a great, low-cost way to create a dramatic look, whether that is in-store or at the venue itself. Pioneer Europe’s Julie Dommett explains that it is important for stockists to create décor that really stands out. “For balloons,” she said, “that means having eye-catching, inflated, products on show. The new collection of Qualatex Halloween balloons will make for some really attention-grabbing party décor at Halloween parties!” Julie also spoke of the rise in UK celebrations over recent years. “While we are not quite at the same level as the US just yet, it is clear that consumers are spending more on both decorations and costumes for the event,” she added. “So retailers are seeing an increased demand and even more retailers will begin to see the event as a key trading period.” With that in mind, while there may be increased competition out on the high street this year, party retailers have the inside knowledge and experience which allows them to react quickly and keep up with the latest Halloween trends. Voodoo circus zombie clown, anyone?
Left: Folat’s headbands offer a simple way to get the Halloween look. Far left: Accessories add to the effect for Sancto. Right: Classic vampire looks from Karnival Costumes. Below: Big heads from Bristol Novelty.
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Halloween 2018
THE FEAR FACTOR
For children’s costumes, Fun Shack has a number of stand out lines so far. Black Cat Girl and new Green Witch have done well while the Evil Dummy has been a constant best seller over the past few years.
‘I Love My Mummy’ and ‘Mini Meow’ from InCharacter Costumes mean no-one is too small to be left out of the Halloween fun.
A stylish new tableware range from Amscan features phrases such as ‘If you’ve got it haunt it’ and ‘Pick your poison.’ For a cute Halloween costume, Rasta Imposta’s ‘Pumpkin’ is a brilliant choice. The printed lightweight tunic and hat are an amusing alternative to Halloween gore. Creative Party’s biggest seller for Halloween are these new ‘Happy Halloween’ latex balloons, which come in orange, black and clear designs. They sell well alongside solid colour balloons in Halloween hues like lime green, mandarin orange, violet and black.
Tinsley Transfers Zombie Series is brilliantly gruesome. The 3D transfers, such as ‘Zombie Torn Throat’ and ‘Zombie Running Dead’ are applied with water in moments.
Delights Direct has over 600 new lines in its bumper Halloween range this year, including this terrifying chainsaw.
Gory decorations such as garlands and window clings have been selling better than ever before for Henbrandt.
A big focus on voodoo from Folat has seen the company introduce four new costumes to the existing range; two dresses for women and two coats for men, with feathers and chains galore.
Fun Shack’s dress-up Halloween kits are new for this year and have sold through extremely well, especially the Mad Scientist and Vampire Kit for men.
The line of Betallic Wonderloons balloons from Godan are already doing very well, with the Spooky Pumpkin, Scary Tree and Dimensional Bat taking creative balloon décor to a new level.
Brides always sell well a tHalloween so Fun Shack has released a new Deathly Bride for 2018, which has been a top seller along with the already popular Black Corpse Bride. Amscan’s new Hallo-ween Friends ensemble offers a family-friendly party theme with a great mix of tableware for a fun Halloween party setting that little ones will love.
A number of new children’s lines from Folat include a skeleton tutu, devils cape and Dracula costume with LED lights.
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Place your order today: +44 (0) 117 972 4012 sales@bristolnovelty.co.uk www.bristolnovelty.com
Upcoming Trade Fairs: Nuremberg Toy Fair Spring Fair (NEC) 30th Jan - 3rd Feb 2019 Hall: 9 Stand: B33
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3rd - 7th February 2019 Hall: 5 Stand: 5E102-F103
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Halloween 2018
THE FEAR FACTOR
This Emoticon Ghost shape from Qualatex also makes a real impact without terrifying the toddlers! Also good for kids Halloween parties are the Qualatex Q-Lite Balloons which light up in the dark.
The officially licensed Fortnite costumes from Rubie’s are expected to be hugely popular this Halloween, with Skull Trooper, Bright Bomber and Dark Knight options available.
Pretend to Bee has a wide range of traditional and modern Halloween-inspired costumes that can be worn time and again, such as this spider tabard which is great for children aged three upwards.
Couple’s costumes are always popular and these fabulous looks from Widmann are perfect for anyone looking to double date at Halloween.
Accessories are becoming more important to Henbrandt every year, particularly for the stronger themes such as clowns and vampires.
This classic black cat from Karnival Costumes offers a simple but effective dress-up solution for children looking to avoid overly scary costumes.
Masks are more popular than ever – particularly the Michael Myers mask, thanks to the upcoming new Halloween movie, Scream’s Ghostface and a number of other iconic characters, available from Palmer Agencies. A mix of classic Halloween themes from illooms – such as these Pumpkin and Ghost light up balloons – have been selling very well, as have the new Day of the Dead balloons.
Smiffys family of vintage clowns is new for 2018 and includes costumes for women, men and kids aged from four to 12.
This new Harry Potter Suitmeister outfit from OppoSuits has been very well-received by boys looking to stay fashionable and keep up with the Halloween trends.
The massively popular Game of Thrones might not be the most obvious Halloween costume but masks based on the Sky Atlantic series are top-sellers for Palmer Agencies at this time of year.
Just add blood! These bloodsoaked doctors and brides from Henbrandt offer a simple way to create a classic Halloween look.
The Qualatex Jack O’ Lantern Bubble Balloon is a perennial Halloween favourite while the 40” Spooky Eyes have also been performing well so far this year.
These lifesized versions of the Halloween horror classics Freddy Kreuger and Jason Vorhees from Star Cutouts will set the perfect scene at any Halloween gathering. SEPTEMBER/OCTOBER 2018 PROGRESSIVE PARTY EUROPE
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Santa Suit Sizes up to XXL (56” - 60” Chest) +44 (0) 28 9064 7119
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+44 (0) 28 9064 5655 palmeragencies.com @palmeragencies
11/10/2018 10:53
Talking To: Leg Avenue
orders. It’s so much more relaxed than trying to get everything done at shows!” There are four account managers based in the European headquarters and around 16 people working across the whole business, although at Halloween and Carnival that number grows substantially. “Halloween and Carnival are definitely the biggest seasons for our costume business,” said Trudy, “although the festival season is our biggest market for accessories. For Carnival and Halloween people still tend to opt for the whole costume – partly because it’s cold outside at that time of year!” At the time of PPE’s visit, Leg Avenue was in the middle of Halloween preparations. “At this stage, most sales and pre-orders for the season have already been placed, so we’re gearing up to deal with the containers of goods which will be starting to arrive in the next few weeks,” explained Trudy.
Originally a small family business based in Los Angeles, Leg Avenue is now a global concern with a dedicated European headquarters in Wijchen. Always happy for an excuse to visit the Netherlands, PPE hopped on a plane to pay the team a visit and find out more.
Feminine TOUCH J ust an hour away from Amsterdam, Wijchen is ideally placed for a European headquarters and distribution hub. Driving there couldn’t have been easier (although the speed limit could have been clearer) and it wasn’t long before operations manager Trudi Pijnacker and international account manager Celine van Riemsdijk, were welcoming us in to the building. The costume showroom itself feels like a fabulous walk-in wardrobe, with racks of outfits lining the walls and immaculately dressed mannequins dotted around the room. Retailers who have visited the company’s stand at Spielwarenmesse will feel immediately at home here; both the atmopshere and style are unmistakably Leg Avenue.
Below: (l-r) Trudy and Celine were fantastic hosts when PPE paid a visit. Right: Carousel Clown is a unique new design for a circus-inspired costume.
Above: The Leg Avenue showroom will be a familiar sight to anyone who has spent time on the Leg Avenue stand at Spielwarenmesse. Right: The Glamazon Warrior costume is one of the most popular Leg Avenue outfits.
Of course, not everything is on show – with thousands of products in its portfolio the showroom would need to be a little larger! But the product that is on show – from costumes and wigs to lingerie and shoes – is unmistakably Leg Avenue, from the high-quality materials right through to the detailed craftsmanship. The showroom itself is based within the same building as the main offices and the warehousing facilities and is quite a popular location for retailers and buyers from all over Europe and the UK to come and visit. “We can sometimes have between two and three clients visiting the showroom each day,” said Trudy, explaining how the set-up works. “We started inviting people here three years ago and this year we have been fully booked from February until the end of this month (June) – it’s the busy period!” “When buyers are here we go through the whole collection,” she continued. “It means they can take their time and spend as long as they want on the pre-
The Social Side As a fashion brand, social media is really important for Leg Avenue. “We need to be seen to be promoting the brand and creating our own social media content, as well as reposting what other people share,” said Trudy. “Photo shoots are key to the way we present the brand and we have our own studio so that we can create photography throughout the year. It also means we can be quite reactive to requests and create imagery and pictures as they are needed.” As a high-profile brand, Leg Avenue also recieves a lot of work requests from bloggers and vloggers. “We have to be careful who we choose as they need to be a good match with the brand,” added Trudy. “Working with the right influencers is so important – Emily Sears is one of our closest partners and has 4,000,000 followers.”
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Talking To: Leg Avenue
Right: This Seashell Mermaid costume has been extremely popular over the last couple of years.
Girl Power “We’re an allfemale team up in the offices, which works very well for us. Leg Avenue is predominantly a product aimed at females so there’s a nice energy there. And we’re all fans of the brand, so that helps!”
Leg Avenue takes a streamlined approach to its peak season and aims to have done as much in advance as possible. “We stock up on everything we can,” Trudy said. “The entire warehouse will be completely full, which means that when people start ordering for Halloween we have nothing coming in and only need to focus on sending the stock out. We can be more efficient by just concentrating on one thing at a time!” Product sent anywhere in Europe will begin its journey from this warehouse and most product will be sent out the day that the order comes in, wherever possible. “It takes two days to ship product to the UK, so we want to make sure product is sent out as soon we can,” Trudy explained. “Although when it’s high season we have to cut off same day sending a little earlier!” As a marketplace the UK has always been fiercely competitive on pricing and that has increased recently as times have become a little tougher. Leg Avenue decided a few years ago to rationalise its UK retail accounts so that it was better able to protect the brand and ensure that it wasn’t being devalued. “This also meant that we could really concentrate on the clients who deserve our time and allows us to give them the high-quality service that they quite rightly expect from us,” added Trudy. “We don’t use wholesalers or distributors for the same reason – we are quite protective of the Leg Avenue brand and this gives us more control over who is selling our product, what they are selling alongside it and how much they are selling it for.” The Leg Avenue design team creates new designs and collections each year and is currently working on costumes for the 2020 season. “I’d say we are about 75% done on that front,” said
Trudy. “Probably around 20% of our costumes are refreshed or introduced as brand new each year, so we’re always able to offer something new and exciting.” Part of the secret to Leg Avenue’s success is the simple fact that it is able to design what people want at the right time. Mapping trends so far in advance is a very difficult thing to get right, but the team spends a lot of time looking at trends and fashions when creating each year’s new looks. “We’ll consider the types of films that are being released and the general mood in fashion and design,” revealed Trudy. “It’s not ever going to be an exact science, but that’s the joy of it! Mermaids are a good example – they’ve been riding high in the charts for some time now and have been extremely popular for the last couple of years, but that also means that their popularity is likely to start to fade soon as they drift out of the spotlight.” Trends can vary greatly, but for Halloween – especially in Europe – the season has always been about being as scary as possible, with classic lines such as vampires and witches the main focus. “The market here is definitely changing and its made a huge difference to the way we approach the season,” said Trudy. “These days, people are starting to make everyday costumes scary by adding blood Right: Wigs and accessories are a key growth area in Leg Avenue’s business. Below: The three-storey warehouse gets filled to capacity in the run-up to Halloween, ensuring a streamlined, efficient service.
or other accessories – much as they already do in the US and the UK.” Carnival – which took over from Halloween as Leg Avenue’s biggest season four or five years ago – is a different market altogether, with traditional character dress-up featuring Egyptians, police officers and sailors, etc. “We have also seen it moving back toward the ‘short and sexy’ costume,” added Trudy, “which is great news for us as that had started to be less of a trend over the past few years! Really, customers just want a costume that reflects who they are as a person but still allows them to dress up and have fun.” Overall the Leg Avenue operation is continuing to grow in Europe – Trudy revealed that the accessories and wig side of the business are certainly growing while costumes remain more stable. However, costumes remain key. “When we first started six years ago, the costume side of Leg Avenue accounted for just 19% of the business,” she said. “That has now risen to 54%. That growth has levelled out now but it was an extremely steep growth curve at first.” “It’s quite interesting,” Trudy continued, “but probably around 90% of our costumes are sold in the high season, while accessories and lingerie both sell steadily all year round. It all balances out in the end though and keeps us moving forward. The market is always changing and we just need to keep changing along with it.”
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Call and quote
PP XMAS for more information
46_PPE_September October 2018.indd 1
Call us on:
08453 070707 Browse the full range at
rubiesuk.com
@Rubies_UK @RubiesUK @rubies_uk @Rubies_EMEA
12/10/2018 14:00
The Licensed Look
Breaking BRANDS A s one of the most significant drivers of the party industry, licensed product remains a fundamental cornerstone of the business. Each year sees new characters and brands enter the party arena as others fall out of fashion and it can be hard to keep track of what is popular. One of the biggest crazes of the past year has been Fortnite, the online gaming sensation which has swept both children and adults up with its addictive gameplay. At the last official count (in June 2018) Fortnite was boasting an incredible 125million players – and it has undoubtedly grown since then. In a not-altogether-unsurprising move, licensing take-up has been strong and Rubie’s Masquerade has been savvy enough to secure the costume and dress-up licence for the UK. “We are absolutely thrilled to be part of the Fortnite phenomenon,” said Tania Hrycko, licensing manager EMEA. “We will be launching with some of the most soughtafter character costumes and accessories for tweens and adults alike and will continue to strengthen our range alongside the ever-evolving skins from Epic Games. We are so excited to be part of this journey.” The home of Disney and Marvel licences, the next 12 months will be a significant
Above: Delights Direct carries a vast range of the latest character partyware including this popular Harry Potter tableware range. Right: Paw Patrol is a key licence for Amscan and a new design has been introduced for this year.
New characters and brands enter the competitive party arena each year, giving retailers and consumers more choice than ever before. But just as some rise to the top, others will fall out of fashion and so choosing which licences to carry can often be a gamble. Luckily, PPE is here to take the guesswork away – so here’s what’s new and exciting for 2018/19.
Above: Fortnite fans can replicate their favourite characters as they prepare for epic battles in Rubie’s officially licensed costumes and accessories. Below: He-Man is a great retro licence for Smiffys.
time for Rubie’s, with a number of high-profile films due to be released, from Aquaman through to Frozen 2. “We are extremely excited for 2019 with many highly anticipated films coming up,” added Tania, “as well as other new lines such as L.O.L Surprise. Working with the independent party trade across our licensed portfolio is extremely important to us.” The L.O.L Surprise brand has already proven itself within the party market, as Unique Party launched a partyware and décor line at the start of the year. The collectible toy brand joined a bestelling portfolio which already included emoji, Harry Potter and Shopkins and are primarily aimed at girls aged between five and nine years old – a popular ‘sweet spot’ for girls’ parties. “L.O.L Surprise was the best-selling girls’ toy during Christmas 2017, so we knew that this brand was going to translate well to party and be a huge hit,” said Jim Cairns, Unique Party’s vice president. “Licensing
can be a total gamble but we are always looking for exciting brands that fit perfectly into our licensing portfolio. We recently signed Hatchimals as well – another truly special brand which reflects the essence of our core target demographic.” Favourite characters have always been popular at children’s birthday parties, as Pioneer Europe’s head of marketing Julie Dommett explained. “Consumers, especially children, are always searching for products featuring their favourite characters, especially when it comes to birthday parties. We recognise this and aim to provide retailers with the best quality licensed products.” It’s no secret that preschool brands are particularly strong within the party sector. “Paw Patrol partyware has been a great seller for Pioneer Europe Below: The Crayola costumes from Rasta Imposta are a great group costume and are particularly popular with students.
Fun Fashion
“There’s been a huge increase in recent years in the popularity of superhero licences and these sell particularly well throughout the whole year. Officially licensed Harley Quinn costumes and accessories have been bestsellers for the last two years, especially at Halloween. A small percentage of the Rasta Imposta range is licensed – the Crayola and Ted lines. They are both great choices for customers looking for something a bit silly, although the Crayola range is especially popular with students, hen and stag dos and as a festival fancy dress choice.” Emma Angel, director, Angels Fancy Dress (and UK distributor for Rasta Imposta)
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Leaping Llamas!
NEW
The new Qualatex® Llama Collection will have you leaping with joy.
A cute llama balloon brings fun to every occasion, from Baby to Birthday!
See all the newest products at www.qualatexeurope.com
Did you know? There’s a new Llama partyware range, too! Head over to www.pioneerparty.com to see the full collection
BM-1808024 USA ©2018 PBC
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The Licensed Look
Below: The Marvel suits are a big draw for OppoSuits, with new designs being released this year.
Classic Characters
“Licensing is essential to the party trade, as it helps us create something the consumer can recognise immediately and identify with. Licensing has definitely grown in popularity over the last few years, our numbers certainly reflect that. A lot of pre-orders have already been placed for our new Harry Potter, The Joker and The Riddler designs so we have high expectations for those, but actually the classic Pac-Man is our all-time best-selling design so far. It is a very famous design that brings up a lot of nostalgic feelings for the consumer and works very well on our suits. We also have a new licence coming up with a big gaming company in 2019, although we can’t say too much on that just yet – watch this space!”
Linda Shademan, head of sales, OppoSuits
this year, as the brand works well for both girls and boys and has great TV content to support,” said Julie. “We also recently launched the Pioneer Party premium partyware ranges featuring well-known Disney classics including Bambi, The Little Mermaid and Mickey Mouse,” she continued. “With an increased focus on stylised artwork, these have proved very popular since launch earlier this year.” Amscan is also constantly refreshing its balloon and partyware collections in order to offer designs featuring hot new characters such as Nickelodeon’s Rusty Rivets and Nella the Princess Knight, alongside traditional evergreen favourites such as Minnie Mouse and Thomas and Friends. “Paw Patrol is our top performing licensed party range which has such a broad appeal for the preschool market,” expained marketing executive Charlotte Cox. “We are introducing a new design featuring a refreshed unisex colour scheme as it is loved by both boys and girls. Pokémon and PJ Masks are also popular brands that work perfectly for parties and both have a strong following.” In terms of partyware and balloons Amscan has a wide variety of new properties launching for 2018/2019 including a Nerf-themed ensemble, LEGO Movie
2, Harry Potter and Enchantimals. Dress-up has now also become a huge focus for Amscan and the company is extending its range of PJ Masks costumes with new villains styles. Other new additions for 2018 include an exciting Dr. Seuss collection as well as Cartoon Network show Ricky and Morty, with costumes for teens and adults. Dress-up and costume expert Smiffys boasts an eclectic collection of licences and has been focusing on growing its children’s offering over the last 12 months, particularly in the preschool range. “We recently announced a number of new licensed ranges aimed at the preschool market,” said trade marketing manager Sharon Poulter. “CBeebies Bing, Postman Pat, and TV classic Wind in the Willows have all joined our new range of toddler costumes, bringing characters to life and encouraging development through imaginative play.” Smiffys’ complete toddler collection also includes characters from popular children’s books and television programmes such as Beatrix Potter’s Peter Rabbit, Roald Dahl and Where’s Wally. Older versions of Roald Dahl and Where’s Wally have been popular lines in Smiffys portfolio for some time already, thanks to the success of World Book Day in the UK. A number of Smiffys licensed characters have been inspired by established book titles, such as Roald Dahl, Where’s Wally, Goosebumps, Horrible Histories, the World of Walliams, Beatrix Potter and Enid Blyton. “While schools focus on the literacy aspect of the event, children’s licensed dress-up is fundamental to the year-onyear success of World Book Day for the party industry,” explained Sharon. “There is also a continual demand
Right and below: The Qualatex Jurassic World balloon collection has been a great seller for Pioneer Europe since launch and November’sDVD release is expected to boost demand further.
for retro or classic adult licenses that have no expiry date,” she added, “such as He-Man, Grease, Top Gun and Baywatch. But we are continually developing innovative and exciting lines to make sure we have the best selection available for our customers, whatever their age!” With licensed options available for every age group and across every product category, it seems clear that demand for character and brand-driven products will continue to grow throughout 2019. Below: The success of the recent Paddington films has seen a significant boost of interest in the brand.
Family Favourites
Above: The Trick or Treat character Sam is a popular Halloween character and Palmer Agencies offers both the Burlap and unmasked versions Left: The L.O.L Surprise range from Unique Party includes partyware, party favours, décor, balloons and a pinata.
“Our licensed ranges are chosen and designed carefully, with nostalgia and British popular culture in mind. This works well within the partyware, balloon and cake decoration sectors, as passionate fans look to create special, unique parties. We have seen a fantastic boost of interest in our Paddington and Snowman licensed ranges, with recent film and book releases pushing sales forward quite considerably. We are tight-lipped about what’s in store for 2019 but can confirm that our gravitation towards family favourite characters will be a driving factor in what may or may not come on board for next year!” Shayna Bowles, product and marketing manager, Creative Party
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Costumes at www.folat.eu
Folat BV - Diakenhuisweg 15 - 2033AP Haarlem - Netherlands
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Family Fashion
IT’S A FAMILY
Affair T
here are a number of reasons that family dress-up has become a focus of the industry over recent years. The number of festivals and other family-friendly events which encourage costumes has increased; the generation which first enjoyed mass-market fancy dress is now growing up and having children of their own – and of course, the effect of social media can never be underestimated. After all, the perfect nuclear family dressed up as penguins/ cowboys/the lead characters from this summer’s blockbuster is bound to rack up plenty of valuable ‘likes’. “Social media definitely has a key part to play in the trend,” agrees Danielle Costello, marketing assistant at Rubie’s Masquerade. “Famous families post pictures of their fancy-dress efforts online and now it’s almost become a competition to see who has the best fancy-dress
Suits You “We have seen consumer demand for this market growing and so we have introduced a female and children’s collection ourselves. We currently offer about ten different family-focused designs and that will continue to increase – we have plans for plenty more in the future!” Linda Shademan, head of sales, OppoSuits
Group costumes have always been popular, so as fancy dress has become an increasingly common sight at familyfriendly occasions it’s no surprise that suppliers have introduced a number of coordinated parent and child outfits. Here’s how to keep it in the family. costumes will be very popular in the coming months. “We expect this trend to focus on DC range such as Batman and Joker, as well as our Marvel Avengers range,” she said. Seasonally, family fancy dress is a big hit, agreed Charlotte Cox, Amscan’s marketing executive. “Family-themed dress-up options work particularly well for events such
Generation Game Above: One of Amscan’s most popular everyday themed family collections is the Prince of Thieves’ styles for boys and men, which perfectly matches the Robin Hoodie Women’s style.
family at Halloween! It’s a trend where everyone is able to get involved.” Of course it’s also a great opportunity to have some family bonding time and have some fun. While Rubie’s offers many ranges suitable for the whole family, one of this summer’s more popular family films, The Incredibles 2, has been particularly well-received. “The Incredibles 2 range has been extremely popular over summer and the range is showing no signs of slowing down. We even have an Incredibles pet costume, so all the family can get on-board!” Danielle also believes that parent and child matching
“Consumer demand for family dressup is certainly growing for Boland. We have seen significant growth in our animal plush range, which is the main driver for us with families. We have over 25 range available – all animals, with parrots, penguins and unicorns expected to do particularly well.” It’s great to see families dressing up together but it’s not something I can understand to be honest as neither my daughter nor I would have been seen dead in anything our parents wore – fancy dress or not!” Mark Brett, UK agent, Boland Party
Inset: The family collection of Rubie’s The Incredibles 2 range has been extremely popular over summer 2018.
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Family Fashion
Get Mini “As well as the whole family dressing up, we have seen a demand for ‘Mini Me’ costumes. The cute factor of having your child dress in a mini version of an adult costume has increased in popularity over the past year or so. We have noticed this is more popular with mother and daughter costumes. Some of our most popular ‘Mini Me’ lines include our Rock ’n’ Roll Girl, Roaring 20s dress and Flamenco dancer costumes.” Alice Knight, sales and marketing, Fun Shack as Halloween where families may host a party or go trick or treating together,” she said. “It adds an extra element of fun to any occasion and is the perfect opportunity to capture some exciting family photos to treasure and remember the occasion. This is also likely influenced by the rise of social media platforms such as Instagram.” Amscan has a wide selection of matching child and adult costumes across everyday and seasonal collections and with Halloween just around the corner, Charlotte is expecting Above: These Flamenco dancer the zombies costumes are some of Fun Shack’s most popular ‘Mini Me’ lines. offering to be popular. “We have a range of family options including zombie convict, cheerleader and even American football-themed zombies. We also have some great comedy costumes which are available in both child and
Above: Smiffys’ creepy clown costumes are a perfect Halloween option for the whole family. Above right: Matching Testival print OppoSuits are a great way to stay out while sticking together. Left: Baby costumes from InCharacter such as this Lovable Lion are perfect for family group costumes at safari parties.
adult sizes including Goin’ Bananas, Hot Diggerty Dog and Penguin Pal.” The in-house creative team at Smiffys has identified family dress-up as a key trend in 2018. “There’s a massive trend for mini-me looks in retail right now and dress-up is following a similar trend,” said Sharon Poulter, Smiffys’ senior trade marketing manager. “Halloween in particular is an occasion for all the family and we’ve had a great reaction to our best-selling family of Halloween clowns. These have been a real winner!” Smiffys has also introduced a number of ten different family options as part of its new Carnival Collection; such as clowns, sailors, Flamenco dancers and Vikings; all of which are exclusive to the European market. “We have a range of styles available, from circus-themed looks to animal onesies which start at toddler size and go right through to adult costumes,” she continued, “perfect for creating your own little herd!” Smiffys also has plans for more family collections in the future, with new family dress-up lines for 2019 slated to include everyday, circus, pirates, sea creatures, vampires, ghosts and a host of other Halloween lines. Emma Angel, director at Angels Fancy Dress and Angels Distribution, believes that families are increasingly taking this group approach to dress-up because it is a lovely way for families to have fun Left: Widmann’s best-selling family line is perfect for those who are peas in a pod.
together. “Fancy dress is really just about being silly and having a good time,” she said, “which is brilliant for families and something that children especially enjoy.” InCharacter Costumes’ range of baby costumes have been best sellers at Angels for as long as the company has distributed them. “Baby fancy dress is incredibly popular,” continued Emma, “and parents love including their little ones in their grown-up theme.” Of course, while costumes designed to complement each other are ideal, retailers can also create their own family collections from existing stock – so don’t be afraid to mix and match and get creative. After all, as the old saying goes; the family that dresses up together, stays together! Below: A co-ordinated look from Folat offers something for every member of the family.
Animal Magic “Multi-generational dress-up celebrations are becoming more common and parents love it when their daughter or son can be dressed up in the same style as them! We have a huge range of family dress-up options, with hippies, sailors, plumbers, pirates and – of course – unicorns! Next year we will be introducing new animal jackets for adults and children alike, with a number of matching animal options such as cow, tiger and lion. We expect the to do very well for Carnival 2019.” Angela Reijenga, marketing coördinator, Folat
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Party Props Below: Amscan’s new Western wall scene is perfect for selfies.
Making A
Pick A Theme, Any Theme
SCENE
“We are hot on themes and try to make sure our catalogue covers all angles. This year we are super excited to be releasing a lustrous new iridescent range, which works well as a stand-alone design, and can also be seamlessly integrated into the unicorn, mermaid and other whimsical themes which are currently very popular. Fruity themes are strong this year too, so we have added a number of fruity favourites! We’ve also taken inspiration from other trends, with a Game On range making the most of the computer and gaming entertainment industries and a new Dog Party range featuring puppy-dog shaped plates, table covers, napkins, cups and more. Our cat-themed Purrfect Party line has been a huge success so we had to capitalise on the opportunity to provide a themed party range which also caters for all the dog lovers!” Lyndsey Pitchford, product and marketing assistant, Creative Party
Theme parties are big business for party retailers, with all-important décor, props and accessories taking centre stage. PPE finds out more about the latest stars of the background.
S
etting the scene for an event is essential for creating the right atmosphere – whether that is for a first birthday party, a dramatic Winter Wonderland or an 80s roller disco. Both consumers and party organisers will often make décor their starting point when deciding a theme, as décor, props and other accessories continue to prove essential for bringing those looks to life. Themed events are big business for party retailers and thanks to the rise of social media, it’s never been more important to make sure a party looks as picture-perfect as possible. Party hosts looking for inspiration are becoming more aware of the endless options open to them thanks to a plethora of online design pinboards. Luckily, it’s never been easier for party organisers to make sure the venue hits the right note, whether they are looking to remodel their space as a Hollywood after-party Right: Standing at 1.2m high these jungle-themed inflatables from Folat make a big impact.
or a wildlife-filled jungle. “We have refreshed some of our classic themed party ranges this year,” reveals Amscan’s marketing executive Charlotte Cox, “including the popular Western and Hollywood ensembles.” The Western range in particular offers everything imaginable, with over 28 items offering everything needed to create a scene from the wild west; from tableware and decorations to games, photo props and more. “Our Hawaiian-themed product has also been extremely popular over the summer,” added Charlotte. “The heatwave we experienced across the UK undoubtedly increased demand for this range even more! We added some tropical new additions which were really popular, as was a new vibrant Aloha tableware ensemble.” Balloons are a great low-cost way of transforming a venue, as Pioneer Europe’s Julie Dommett attests. “Co-ordination is essential if you are looking to set the perfect scene at a party and make the whole event come to life,” she said. “Matching Qualatex balloons with Pioneer Party ranges can completely transform a room.” “Take the Llama trend that is currently in vogue,” she continued. “Using complimentary balloon and party ranges together allows hosts to create a colourful, fun, professional-looking scene that guests of any age will love and admire!
Left: This pineapple centrepiece from Creative Party will take centre stage at any fruity celebration.
And those with access to Pinterest can’t fail to have seen the many amazing Mermaid and Under the Sea creations that have been one of the key trends of the last year.” According to Emma Angel, director of Angels Fancy Dress, balloons and partyware are still in demand for customers looking to dress a room. “We sell balloons and partyware in our North London store and these are great sellers as extras for customers when they’re shopping for a party,” she said. “Generic birthday balloons, such as numbers or simple ‘Happy Birthday’ balloons sell better than any other balloon styles.” Emma also revealed that licensed partyware and balloons remain popular for children’s themed parties, with superheroes, Paw Patrol and Disney Princesses sitting comfortably at the Left: A new top of the charts. collection “Having a whole from Qualatex embraces range of themed the popular products really helps llama trend. to set the scene at a party,” she added. “We also sell themed party bags, balloons, plates, napkins and costumes, which allow party planners to bring the whole event to life.”
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Party Props
SETTING THE SCENE Bunting and banners are a successful décor line for Boland Party.
The fun Game On range from Creative Party is a perfect way to set the scene of the party for computer obsessives of all ages.
Tropical additions from Amscan include a number of fruit-themed decorations.
Taking the inflatable prop one step further is this fantastic limbo set and palm tree drinks cooler from Henbrandt – perfect for any Hawaiian parties, BBQs or summer events.
This iridescent collection from Creative Party works well both as a stand-alone design and with unicorn, mermaid, whimsical and sea themes.
American-themed parties are popular at any time of year and Folat has a range of décor and tableware to create the right atmosphere.
A selection of inflatables always makes a big impact and this jungle-themed collection from Folat work particularly well together.
This towering bogeyman from Palmer Agenicies is a mainsoperated animated prop which stands a mighty seven-foot tall and has with light-up eyes and sound.
Spring break celebrations and coming of age parties are often focused around one thing – beer! Folat’s beer decorations are ideal for these events and others like them.
Amscan’s new Hollywood range features a gold and black design which sets the tone for a roaring good time.
Dressing the set is essential to create the right atmosphere and this Catacomb Wall from Palmer Agencies offers astonishing results and is the perfect backdrop for any photoshoot.
Following on from the hugely popular Cat Party is this Dog Party range from Creative Party – pawfect for all the dog lovers out there.
Inflatable props are perfect for theming an event and Smiffys has plenty, from palm trees and pirate swords to 80s stereos!
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Best sellers Terri Burt CAT E G O R Y
PPE asks a number of party retailers to share what’s selling well for them in recent weeks.
Popular costume hire, fancy dress and novelty shop in prime location.
The Mad Hatter Fancy Dress Somerset M A N UFACTURE RS/RANGES
COMMENT
Costumes
Halloween; Palmer Agencies, Ghoulish Productions, Bristol Novelty
For generic lines, the 60s, 80s and pirates are doing well, but people have already started shopping for Halloween. The most popular costumes for women are currently Morticia and Shadow Ghost, while men are buying cloaks and generic Halloween masks.
Accessories
Peaker Blinder themed lines; Bristol Novelty, Smiffys
For accessories we’re selling a lot of Peaky Blinder themed items, like hats, pocket watches, braces and (pretend) cut-throat razors!
Children
Smiffys; Roald Dahl characters, pirates and police officers
For Roald Dahl day we mostly dressed kids up as Willy Wonka, Fantastic Mr Fox and Oompa Lumpas all by Smiffys. Pirates are still big but there’s been new interest in police officer outfits, as presents for birthdays as well as dressing up occasions.
Make-Up
Festival themes; Grimas and Tinsley Transfers
We’ve also been selling a lot of make-up – mainly Grimas – for Carnival and various festivals which are still happening here. So not only general facepainting but festival glitter too. Tinsley transfers also do well.
Dan Parsons CAT E G O R Y
COMMENT
Adult Costumes
Flapper dresses; Smiffys
There’s a lot of interest in the 1920s and Peaky Blinder influenced costumes, so Smiffys’ flapper dresses have done well.
Children’s Costumes
Roman emperor; Bristol Novelty
For children it’s all related to the school themes, so the evacuee, Roman and Victorian costumes are selling fast. The Bristol Novelty Roman Emperor is doing particularly well.
Balloons
Birthday foils, Anagram, Qualatex
Birthday foil balloons from both Anagram and Qualatex are selling superbly well, especially Anagrams unicorns (still!). Balloon décor is doing well, especially Qualatex bubbles as they are so versatile.
Partyware
Licensed themes; Amscan
Disposable tableware from various suppliers is selling well, including plain colours and licensed lines from Amscan and Pioneer. Anything Marvel is going down well, while unicorns and Moana are popular too.
Make-Up
Tinsley Transfers
We’ve had the odd Halloween sale already with people trying to avoid the craziness nearer the time, make-up and Tinsley Transfers are the go-to items so far!
Anything Else?
Masquerade masks; Bristol Novelty
We have done really well with eye masks – mainly feathers for the ladies and plain black for the men, but we sell a huge range so people really spend a long time choosing one.
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Grimas
Fancy dress shop selling costume supplies, party accessories and a balloon decorating service.
Fun N Frolic Reading
M A N UFACTURE RS / RANGES
Ghoulish Productions
Bristol Novelty
Tinsley Transfers
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Marcia Alker CAT E G O R Y
Fancy Dress Box St Helier
M A N UFACTURE RS / RANGES
Central shop with a wide range of costumes and accessories to hire and buy for every theme.
COMMENT
Adult Costumes
Decades; Wicked Costumes, Smiffys, Widmann
The decades are still selling well, mainly 20s, 60s and 70s right now. Women are often opting for full costumes, particularly the Wicked 70s two-pieces and Smiffys’ Groovy Baby tie-dye outfit. We’ve also been selling a lot of Widmann (Sancto) dresses and jumpsuits which are really great quality prints.
Children’s Costumes
Princesses, Pirates; Smiffys, Wicked Costumes
The Smiffys and Wicked Costumes princesses are doing a good trade – the biggest sellers right now are still the ice princess styles. Animal costumes are also selling well, including Smiffys’ dinosaur range and its officially licensed Gruffalo.
Accessories
Decades; Bristol Novelty
Bristol Novelty’s afro wig always sells well, as do the little round John Lennon glasses – but hippy sets and the Sancto 70s shirts have also been doing well. For women the 70s Farah Fawcett wig by Smiffys has been popular, and Bristol Novelty’s feather headbands, cigarette holders and pearls are as popular as ever.
Halloween
Clowns, masks and special effects; everyone
Miles Jackson CAT E G O R Y
Smiffys
Wicked Costumes
Clowns seems to be the biggest theme so far this year – all types of clowns from all the brands. Boys particularly are buying masks to go with their own clothes and popular so far is the Grim Reaper, clowns (of course!) and Bin Laden. I’m also predicting great sales from the Opposuits Halloween costumes.
Popular costume hire, fancy dress and novelty shop in prime location.
Festival of Fun York
M A N UFACTURE RS / RANGES
COMMENT
Adult Costumes
Decades; Smiffys, Wicked Costumes
The 90s is starting to get bigger but 80s is still the go-to decade and we have some great themed costumes.
Childrens Costumes
Superheroes, Star Wars; Rubie’s Masquerade
Roald Dahl costumes haven’t been as big this year and World Book Day had no particular theme, kids were dressing up as all sorts of things. The biggest sellers are still Rubie’s Star Wars costumes and superheroes.
Accessories
Face paint; Snazaroo, Paint Glow, Fun World
Costume accessories tend to also match the theme nights, so we do lots of Where’s Wally hat and glasses. We sell a lot of make up too, it can be a cheap way to get a full outfit. We sell mainly Snazaroo and Paint Glow (for the 80s neon) but also Fun World’s make-up sets.
Party Decorations
Inflatables; Amscan
We’ve been doing a good trade in scenesetters, like Amscan Palm Trees.
Halloween
Licensed characters; Smiffys, Palmer Agencies
So far this year it’s all been about recognisable movie characters from Freddy Kreuger and Jigsaw masks to full costumes like Smiffys’ vintage clown. Girls are still big on Harley Quinn and contact lenses are our biggest selling costume add-on.
Rubie’s Masquerade
Amscan
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