Progressive Party Europe - July/August 2016 by Max Publishing: Print, Digital Media + Events (London)

Jul/Aug 2016

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.uniqueparty.co.uk EMAIL: sales@uniqueparty.co.uk

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CONTENTS The home of market leading trade magazines

The home of market leading trade magazines max-publishing.co.uk The Thehome homeofofmarket marketleading leadingtrade trademagazines magazines March/April 2013

The home of Exhibitions The home of Exhibitions The Thehome homeofofExhibitions Exhibitions

The home of market leading trade awards The home of market leading trade awards The Thehome homeofofmarket marketleading leadingtrade tradeawards awards

Max Publishing Ltd, United House, North Road, London N7 9DP T: 020 7700 6740 F: 020 7607 6411 www.max-publishing.co.uk

Welcome to the Party Well that was a surprise! Or was it? Perhaps we should have been better prepared for the recent result of June’s EU referendum, but it’s probably fair to say that when even the Prime Minister is taken by surprise, we can forgive ourselves for making assumptions. Understandably, the UK’s media coverage went into a tail spin; predicting terrible outcomes and disastrous economic repercussions. And in the immediate aftermath of the results it certainly looked bleak for a while. However, the markets have recovered quicker than was first expected, and while we’re not back to preInset: Progressive Party Europe’s Rob Willis and Jacqui Parr. referendum levels just yet, we are managing to keep our proverbial heads above water. So what will a Brexit mean for the European party industry? As a sector which relies heavily upon imports and exports, it’s unlikely to change the way we move product between UK and mainland Europe, although the associated costs are likely to rise and ease of passage likely to become more complex. One thing we at PPE can guarantee you, is that this magazine will continue to serve the European party market as diligently and enthusiastically as it has always done. We are all too aware of the close links between suppliers, distributors and retailers right across the free market and will continue to keep you informed of any economic, legislative or social issues which may affect the sector in one way or another. See pages 34 and 35 for more party opinions. Moving on from Brexit, but keeping an international flavour, PPE is delighted to announce that it has partnered with the American-based Halloween & Party Expo, the world’s largest party trade event. Taking place from 14 - 17 January, in New Orleans, the show is famed for its carnival atmosphere and - naturally its legendary parties. The new arrangement will see PPE acting as international media partner for H&P Expo, with a host of exclusive marketing activity aimed at increasing international involvement in the show. We’re delighted to be a part of the event, so watch this space! The last few weeks have been relatively busy, with a number of key news announcements which could have a real affect on party retailers’ business. The first is a ban on balloon releases in Worcester, the latest council to declare releases to be an environmental hazard and issue fixed penalties to those who flout the new rules. The second is more positive, as scientists have found a large reserve of helium which should ease pressure on the balloon gas market - and hopefully reassure consumers who (wrongly!) believe helium is being wasted when used in party balloons. The European Balloon & Party Alliance has issued best practise guidance to help retailers create a more positive image of balloons in the face of such potentially negative publicity - see the news pages for more information. Meanwhile, we have continued to report on the latest happenings and trends right across this colourful industry, with a very unseasonal Christmas feature to help you secure those early orders. We have also spent some time visiting the Italian party market, which is as stylish and elaborate as you might expect. You can read more about the Italian market first hand on page 31. With all that to keep you going until September, we hope you have a fabulous summer. Party hard! Jacqui Parr – Editor @Prog_Party_Eu

Rob Willis – Publisher, Progressive Party Europe

JULY/AUGUST 2016 PROGRESSIVE PARTY EUROPE

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Make it a

Sparkling Celebration!

Celebrate birthdays in style with Amscan’s new Pink & Gold Sparkling Celebration range; featuring a variety of co-ordinating tableware, decorations & balloons!

New Happy Birthd ay Additio ns!

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CONTENTS

What’s inside: JULY/AUGUST 2016

34 NEWS

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

BAPIA

John Bowler shares words of party wisdom.

THE JESTER

Surviving a post-Brexit world.

NEW PRODUCTS

Lovely, shiny, brand new things.

EUROPEAN NEW PRODUCTS

New lines from across Europe.

LICENSED TO PARTY

The latest in licensed party product.

07 15 19 21 23 25

28 31 34 37 43 56

BBS UK

Talking to the party names behind BBS UK Distribution.

COUNTRY FOCUS: ITALY

PPE goes behind the mask.

FEEDBACK

We find out what the EU referendum result means to you.

A FESTIVE FEELING

The Christmas and New Year party market.

MODERN CLASSICS Reinventing old favourites.

BEST SELLERS

What’s really been selling well?

JULY/AUGUST 2016 PROGRESSIVE PARTY EUROPE

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NEWS PAGE

NEWS UPDATE

The Brexit Effect

Following the results of June's referendum, the UK is gradually coming to terms with the fact that Great Britain has voted in favour of leaving the European Union.

In the ensuing period since the result, the country is still reeling from the shock referendum result on its place within the EU. David Cameron has resigned and been replaced by a new Prime Minister, Theresa May. The newly-formed Government is consequently under pressure to begin the process of disengagement (by triggering Article 50), although the PM has

already ruled out the possibility of talks beginning this year; arguing that securing a "sensible and orderly departure" would take time. Meanwhile, financial markets around the world fell, with the £sterling in particular reaching a 31-year low. The figures are recovering faster than was expected, but confidence in the UK economy continues to be shaky.

The British Retail Consortium (BRC) has insisted that keeping the cost of goods down for consumers and providing certainty for businesses must be at the heart of the plans for life outside of the EU. At this stage, it is clear is that no talks – not even informal ones – will begin until Article 50 has been triggered. The political and economic landscapes of the UK have already changed radically in just a matter of weeks – and the official ‘divorce proceedings’ haven't even started yet. As an industry which relies heavily on imports and exports, the party and costume market will not escape the effects of market

How will the market deal with the possible effects of Brexit on the party sector? changes. For more on the party perspective on Brexit, see our feedback feature on page 34.

Progressive Party Europe Partners With H&P Expo

Licensing Awards 2016 Product Finalists Announced

Urban Expositions and the Halloween Industry Association, organisers of Halloween & Party Expo (the largest show for the Halloween, party and costumes industries), has appointed Progressive Party Europe magazine as its international media partner for the 2017 show and beyond. "Progressive Party Europe has been a strong media partner for a number of years now, supporting Halloween & Party Expo," said Liz Irving, marketing director at Urban Expositions. "They have been responsible for a large uplift in international visitor attendance, plus opening the door for UK and International suppliers to exhibit, too. We’re excited to solidify this partnership and roll out more initiatives with them to support our global strategy." Rob Willis, publisher of Progressive Party Europe – owned by Max Publishing (UK) – agreed, saying; “We’re delighted to further strengthen our relationship with Halloween & Party Expo, a show that we have seen grow over a number of years now. The party trade is enjoying great export growth, so it’s a pleasure to be able to represent Halloween & Party Expo on a truly international scale, ensuring that suppliers and retailers get the very best opportunities to do business.” The partnership will see a host of exclusive marketing executions, aimed at continually increasing the international retail and supplier participation at Halloween & Party Expo, as well as new opportunities for Halloween & Party Expo suppliers to extend their brand reach internationally. For more information on attending or exhibiting at Halloween & Party Expo’s 2017 event, January 14 – 17, taking place in New Orleans, LA visit halloweenpartyexpo.com

The impressive list of finalists for the Licensing Awards 2016 has been announced, with the dressup and partyware category proving as popular as ever. Over 5,000 licensed products were judged over the course of the day, by 130 retail buyers from right across the retail spectrum, including Argos, Asda, B&M, Debenhams, The Entertainer, Forbidden Planet, House of Cards, John Lewis, M&S, Paperchase, Paultons Park, Primark, Sainsbury’s, Smyths, Tesco, Toymaster and WHSmith. Commenting on the judging and the finalists, Ian Hyder, joint managing director of Max Publishing, which owns the Licensing Awards said: “The judges definitely had their work cut for them this year, but they rose to the challenge wonderfully! We received more entries than ever before and the product innovation and diversity was off the scale.”

Extra Extra! It's the summer, and that can only mean one thing – time for Rubie’s to launch its annual Additions catalogue. Due to be released this month (August), PPE has seen a few sneaky peaks of some of the great new costume ranges on the way from the leading licensed costume manufacturer and they're as exciting as ever. For your copy of the essential catalogue, call +44 (0)8453 070707. Left: Rubie's new Minions suit is one of the company's mid-year additions.

The finalists in the Best Licensed Dress-Up or Partyware Range category are: T DC Super Heroes Range for Sainsbury’s from Rubie’s Masquerade, T Happy Jackson Partyware from Wild & Wolf, T Marvel Captain America and Iron Man from Rubie’s Masquerade, T Marvel Dress-Up for George@Asda from Christys by Design, T Star Wars Episode VII: The Force Awakens Range from Rubie’s Masquerade, and T Thunderbirds Partyware from Unique Party.

In Memorandum Pioneer Europe very much regrets to announce the death of Linda Carling. It is with great sadness that we must inform our customers that Linda passed away on 31 May 2016. Linda had worked in the balloon business as a retailer and decorator for many years and in 2008 joined Pioneer as a trainer/sales consultant. Linda was a great source of inspiration to many in the balloon industry and was always ready to pass on her skills, creativity and experience to others. Linda was always ready for a balloon adventure and travelled throughout the UK, Europe and Middle East training people new to balloons, those who Above: Linda Carling. already knew her and those who just wanted to be in one of her classes. Linda's colleagues miss her greatly and the company will be featuring some of Linda's fantastic designs in a future edition of the Images magazine. Linda leaves behind her two daughters and our thoughts are with them at this difficult and sad time. The family have requested no posts on social media. JULY?AUGUST 2016 PROGRESSIVE PARTY EUROPE

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PARTY NEWS

Balloon Ban Comes Under Fire Worcester city council's move to fine people who release heliumfilled balloons has been voted through despite being branded 'utter nonsense' by critics. The council has banned the outdoor release of the balloons and sky lanterns from its land, fining those who do so with £70 fixed penalties for littering. Councillor Adrian Gregson said: "This is an issue about littering, causing damage to the countryside, and we know rubber has a harmful impact on animals in particular. It's a serious issue and we're not the first council to do this.” In fact, around 21 councils have

already imposed similar bans, with Oxford, Brighton, Cornwall, Cardiff, Belfast, Ipswich, Portsmouth, Swindon, Suffolk, Plymouth and Shetland leading the way in banning releases from councilowned land, such as parks and open spaces. Several states in the US, such as Florida and Virginia, as well as parts of Australia, have also imposed a ban. This most recent move has already come under fire from the European Balloon & Party Council, which said it was 'too far fetched'. In a statement released in March this year, the EBPC said: “The EBPC does not encourage or

promote balloon releases accepting that balloons used for this purpose cause litter to a certain degree. However, neither the EBPC nor DEFRA have found evidence that balloon debris is a major hazard to marine or land animals and birds.” The body, which represents balloon companies across Europe, wants council chiefs to think again about classing all balloon releases as littering, insisting many of the environmental concerns and risks to wildlife are overblown. “It is really important that we work hard as an industry to create a more positive image of balloons,” said BAPIA's John Bowler. “The

stories and characters, while the biggest ever global celebration of his birthday will be taking place on 13 September. Schools, nurseries and other groups are encouraged to take part in a Dahlicious Dress-Up Day to raise money for Roald Dahl’s Marvellous Children’s Charity, which raises money to help provide Roald Dahl nurses and family support to children in the UK living serious, rare and undiagnosed conditions. More information can be found online at www. roalddahl.com.

Festival Fancy Dress In recent years fancy dress has become a big part of the overall festival experience, thanks in part to festivals like Bestival which set a theme each year. In fact, this year's sci-fi-themed Bestival even includes a brand new Spaceport Arena, as well as the regular Carnival Day Parade. While local festivals always provide a great opportunity for party retailers, it's also worth being aware of other key festival themes which might see an unexpected boost in the popularity of certain items. T T in the Park - T in Wonderland (the weird and wonderful, from Alice to Narnia and beyond), T Standon Calling – Legend of the lost seas (pirates, lifeguards, sharks and Nemo), T The Secret Garden Party – Gardeners guide to the galaxy (your guess is as good as ours!), T Kendal Calling - Carnival of colour (anything and everything – expect neon and glitter), T Shambala – Myths and monsters (goblins, fairies, unicorns and griffins), T GreenMan – The jungle (expect lions and tigers, elephants and giraffes), T Beautiful Days – Stars (from the cosmic to the colourful), and T Bestival – The future is here (sci-fi influenced lasers, aliens and robots).

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

Star Wars Celebrates!

A Whizpopping Anniversary Party retailers are advised to stock up on costumes and accessories related to classic children's author Roald Dahl. The literary legend would have been celebrating his 100th birthday this September, and as a result there will be a number of special film screenings (in addition to The BFG, showing at cinemas now) and fancy dress events to celebrate the occasion. Roald Dahl, whose works include Charlie And The Chocolate Factory, The Twits, The Witches, The BFG and James And The Giant Peach, will be honoured across the country, with a series of events marking his centenary. Local events will be focusing on his gloriumptious

Using balloons responsibly will help to create a positive image of the industry.

Above: Qualatex's bumper seasonal catalogue.

Three For One! This year Pioneer Europe has combined its Qualatex Halloween, Christmas and New Year seasonal balloon collections into one catalogue. The seasonal flyer has now been mailed out to all customers and an online version is available on www.QualatexEurope.com

Fan gathering Star Wars Celebration Europe took place July 15 – 17, at London's ExCel exhibition centre to celebrate the Star Wars franchise in all its glory. Thousands of fans from across Europe swarmed to London to enjoy three days of cos-play, exhibits, screenings, signings and celebrity guests. Luckily, official costume licensee Rubie's was on hand to help out fans who had turned up without their all-important costumes! “Being part of the celebration was a real honour,” said Struan Robertson, Rubie's trade marketing and digital manager. “Star Wars fans really know how to enjoy themselves, and there was a great atmosphere throughout the whole event. It was the ultimate fan experience and we loved being a part of it!” Below: The Rubie's team were on hand with emergency costumes and accessories.

High Street Hero This month's Ideal Home magazine featured a party name in its popular high-street hero slot. Clare Harris, founder of Talking Tables, was recognised for her creative designs and business acumen. The profile focused on Clare's success in the partyware industry, taking the reader through from the early days of paper mock-ups to the company as it is now; employing 50 staff at a London design studio to create a wide-ranging selection of partyware, decorations, giftwrap and party games. "I love the laughter and the emotion that fun experiences create," said Clare, "and that's where the idea of Talking Tables came from." Right: Ideal Home, August 2016. JULY/AUGUST 2016 PROGRESSIVE PARTY EUROPE

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PARTY NEWS

The Cost Of Piracy

Rubie's Clamps Down On Counterfeits

Left: Rubie’s is committed to working with its sister companies and distributors around the world to protect its extensive catalogue.

Fancy dress company Rubie’s UK has launched an anti-piracy and counterfeiting strategy for its European business. The new anti-counterfeit and enforcement strategy will see the company policing and monitoring the sale of all items bearing the trademarks, brand names or designs which the company is responsible for, either directly or under licence. It will target retailers, distributors, wholesalers and manufacturers, safe-guarding Rubie's significant investment in licensed properties and dress-up product ranges. Working with counsel, HMRC,

licensors and trading standards, Rubie’s will, as a matter of course, monitor online platforms and retail channels on a daily basis to identify and challenge all infringers. Leading the strategy will be Mike O’Connell, who brings with him 12 years of experience in the industry and a wealth of knowledge in both fancy dress and IP infringement. A zero tolerance approach will be taken. Where appropriate, policy will always be to bring civil or criminal

GOSH Party Class 2016 Announced Registration for The Great Ormond Street Hospital children’s Christmas party class 2016 has been opened by BAPIA. This will be the fourth year that BAPIA has organized this event and every year it is oversubscribed. This class is only available to BAPIA members and for 2016 the number of delegates has been increased due to the addition of Keith Stirman and Dominic Cassidy (The Balloon Brothers) as instructors who will be working with the Cameo Silhouette machine to enhance the balloons. Once again BAPIA members who are interested in taking part in this fantastic day are invited to register their interest on the BAPIA website. For full information and to register go to www.bapiaonline.com/GOSH

New Website For Pam's

Fancy dress and partyware wholesaler Pam's has launched a modernised and newlydesigned website, complete with a number of brand new features and a keen focus on the customer shopping experience. In addition to simple navigation and streamlined content, the new website is mobile-friendly, with customisable page layouts, and allows users to filter by brand or category before narrowing down results by price, size, gender and colour. Links to related products and detailed size guides also help complete the sales process,

while the relevant quantity discounts are listed on each product page. “Our aim is to create a website that makes ordering online for our customers as easy as possible,” said Pam's sales director Carl Taylor. “We want you the customer to have an enjoyable shopping experience. If you have any suggestions however small or large you believe them to be, please do let us know!” You can get in touch with the Pam's team at websitefeedback@pams.co.uk.

prosecutions against offenders, wherever they are based. “We have spent many years building an unrivalled and leading licensed portfolio, uniting the strongest entertainment and character brands available,” commented Rubie’s UK commercial director, David Wootliff. “We take great pride in our intellectual property rights and that of our licensors and so are now highlighting this strategy once again to protect,

Counterfeit products of fancy dress items are estimated to be costing the industry £millions in lost sales each year - revenue that is not re-invested back into the industry. Most often, fakes are not subject to EN71 testing, flammability testing and as such are potentially unsafe or harmful to your consumers. track and monitor the sale of our products and take action against counterfeit product in the market.” Retailers, distributors, wholesalers and manufacturers are urged to take action if they see an item that they suspect is fake or counterfeit by reporting it at antipiracy@rubiesuk.com.

Facade Academy Celebrates Decade Facepainting expert Facade Academy is celebrating its 10-year anniversary with the launch of a full programme of new classes, starting in September with Animal Jam, a free demo and party on 16 September to kick off the new term.    The new Foundation certificate (Modules 1 and 2) provides a solid grounding for students, covering essential topics such as materials, brushwork, blending, design, colour theory and health and safety. Modules 3, 4 and 5 cover advanced colour techniques with brush and sponge, design and focal points, flowers and flourishes, princesses and superheroes, zombies and monsters. “Whether you’re learning to paint for pleasure or planning to go professional, everyone needs to master the basics," said Juliet Eve, Façade Academy principal. "I've developed these classes

with 25 years’ experience to teach students what they're going to need in the real world. Our classes give students essential skills and a repertoire of themes and faces – and confidence to improvise and interpret these designs to suit their individual clients.”  Painters looking to complete all modules to secure their diploma will receive a discount, as well a free apprentice day with Juliet, based at Paradise Wildlife Park, Herts. (Proficient painters can sign up for Modules 3, 4 and 5 separately.) Visit www.facadeacademy. co.uk for more information. Below: Juliet Eve with students and model Jade at the end of a session.

Above left: A fresh approach for Pam's website.

Smiffy's Scores! Fancy dress and party expert Smiffy's has been recognised in the Sunday Times HSBC International Track 200. The company has ranked 197th in the Sunday Times

HSBC International Track 200 which ranks Britain's mid-market private companies with the fastest-growing international sales. This is the fourth consecutive year Smiffy’s has been included in the prestigious league table.

“We are delighted to be recognised as one of the UK’s top-performing private companies in international sales,” commented director Elliott Peckett, “and this reflects a lot of hard work from our team across the globe.”

JULY/AUGUST 2016 PROGRESSIVE PARTY EUROPE

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PARTY NEWS

Helium Supplies Set To Balloon A recent discovery of a new source of helium in Tanzania blows away shortage worries. Scientists have uncovered a vast underground reservoir of more than a trillion litres (260 million gallons) of the gas, sitting beneath Tanzania in East Africa. With global supplies running low, the find is a 'game-changer', say geologists at Durham and Oxford universities, and will provide enough helium to satisfy the world’s needs for everything

from MRI scanners to party balloons for about seven years. Until now, the precious gas has been discovered only in small quantities during oil and gas drilling. Prof Chris Ballentine, of the Department of Earth Sciences at the University of Oxford, said: "This is a gamechanger for the future security of society's helium needs and similar finds in the future may not be far away." While perhaps best-known

BAPIA Gets Online BAPIA’s recently launched webinar programme has been receiving industry-wide interest. With a range of different webinars planned, including business topics and product demonstrations, it looks like the webinars are set to stay and become a great industry resource. For more information on upcoming topics and speakers please visit www.bapiaonline.com/webinars

Helium Facts

Above: The discovery should drive down the cost of helium.

for its use in balloons, helium is also used in hospitals in MRI scanners as well as in spacecraft, telescopes and radiation monitors. These essential uses have led for calls to ban using the gas in the party industry, despite the fact that balloon gas is not pure helium and cannot be used in scientific or medical work.

Helium is formed by the slow and steady radioactive decay of terrestrial rock. However, global supplies have been running low, forcing the price of helium up by 500% in the last 15 years following warnings that supplies cannot be guaranteed in the long term. Balloon Gas is a mix of recycled helium which has been contaminated with a small amount of air and other impurities. It is not suitable for MRI scanners or other scientific work.

Inset: The Israel Balloon Event 2016 used the twin-air sizer to ensure accurate digital sizing.

Summer Blockbusters Summer 2016 is now well underway and is bringing with it a slate of exciting movies, all set to shake up the licensed party market over the coming months. An epic Marvel movie, the new Ghostbusters, one particular very friendly giant and some of DC's biggest villains will all be taking centre stage for much of the party industry. Here are some of the films most likely to influence party trends in summer 2016: T Ghostbusters, T Star Trek Beyond, T The BFG, T Finding Dory, T Teenage Mutant Ninja Turtles, T Ben-Hur, T The Legend Of Tarzan, and T Suicide Squad.

Fancy That!

Pro Tips For Premium Following the recent Israel Balloon Event 2016, Premium's new twin-air sizer has been receiving some great reviews from a number of balloon professionals across the globe. As the only digital inflator designed to run continuously without getting hot, it is ideal for those large-scale jobs which demand a number of different inflation sizes. “I just got back from Israel Balloon Event 2016,” said Italy's Gloria Veta, “[where] the guys said they never could have inflated 20,000 balloons in two days without the twin-air sizer. The event was a huge success, thanks to Premium’s inflators.”

Above: Finding Dory from Disney Pixar

A fancy dress and party shop in Mold, Wales, has been the subject of paranormal investigations, following claims of unexplained footsteps, strange mists and sudden temperature changes. Owner Katy Duplock affectionately calls the 'ghost' Sarah, and believes the 17th century shop is haunted by the ghost of a murdered servant girl.

Asda Recalls Buzz Costumes Supermarket giant Asda has recalled all of its Disney Buzz Lightyear sound effect costumes after learning that they pose a risk of strangulation. The Walmart-owned retailer said the costumes do not carry the appropriate hazard warning on the label and are not suitable for children under 36 months because an attached cord on the wings presents a strangulation hazard. All sizes of the costume have been recalled. The £12.50 costume is no longer available online and Asda has advised customers who have bought the costume to take it to their nearest store for a full refund.

Rubie’s UK Grows Customer Services Team Rubie’s Masquerade has appointed Above: Laura Laura Hall as its new customer Hall, Rubie's new customer services manager. Laura will services manage daily operations of the manager. customer services team based in Wallingford, providing customer support to Rubie’s UK business. “Customer service is a key focus for Rubie’s and the recruitment of Laura with her proven experience in the field reinforces this commitment,” said David Wootliff, UK commercial director. “Laura joins Rubie’s with a vast amount of experience in delivering first class customer service, having successfully managed various customer service departments in the past. She is an invaluable addition to the team and we very much look forward to working with her.” MAY/JUNE 2016 PROGRESSIVE PARTY EUROPE

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The BAPIA Boost

Rack Up On Retail Sales 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.

“

Looking for ways to increase your profits? Of course you are, and we have some ideas for you! Many small businesses are so focused on ‘new business’ that they often spend more money than they should on marketing and advertising initiatives. If you think you might fall into this category, try to refocus your efforts but look closer to home for an increase in sales. Do a little research and start keeping tabs Above: Offering party tips helps on your current engage customers on social media. customers and their spending habits. Look at things like: T How many items are you selling per transaction?  T How much is your average sale?  T How often are these customers making purchases (on average)? If you are already tracking this information, kudos. Once you know the answer to questions like these, that’s more than half the battle! Now you can start looking at ways to increase these numbers. For example, if you are averaging something like one balloon and one weight per sale, start showcasing your balloons in bouquets of five or more attached to a weight. You can also choose a more expensive balloon arrangement (that can be modified for different price points) to feature each month. By showing how great your designs look when paired in larger groups and helping customers to understand how special these gifts will make their loved ones feel, you’ll definitely see an increase in numbers. Now, take a step back and look at your overall offering. Is there a product

or service you could provide that would enhance your sales? The goal is to keep customers coming back more often and get them talking to their friends about your business. If your retail location sells a variety of party-related goods, maybe consider starting a blog or posting regularly on social media with tips for how to host the perfect party. Provide information that your customers would be looking for and interested in receiving. It helps if your information is entertaining, too! Make it memorable by starting a Top Ten Tuesday, Monday Fun Day, or Fun Facts Friday. When you post regularly and give it a name, customers tend to remember the post and look for it in the future. Don’t forget to end social media posts by reminding people to ‘share’ your information! Consider starting a monthly email campaign. Emails are a great way to make direct contact with your customers without them being in your store. Monthly email campaigns also allow you some time to think about what you want to include in each email without bombarding their inboxes. If you already send regular emails, try to tie it to a special promotion in-store, or partner with a local business to promote each other. The more deals and information you can provide, the more your customers will await your messages! Include email sign-up forms on your website and at your register. Sometimes, there are things we can be doing to increase our sales and we’re so close to our business, we can’t see it! Next time a customer comes instore, make sure you stop what you’re doing and focus your undivided attention on them. Walk away from the window you’re decorating, put down the balloon inflator, stop

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.

balancing your books. Focus on your customers and ask open-ended questions about their visit to your shop. Learn something new about your customer – their name, favourite colour, age of their children – and take notes so you remember them the next time they visit. These small changes do not have to cost extra money and can have a bigger impact on your sales than you think. By refocusing your efforts on existing customers, and spending exactly what you need on new business, even the savings in your marketing budget will lead to an increase in profits overall. If you follow any of this advice we would be really interested to hear what you did and how it worked for you. Good luck! Left: Showcasing simple bouquets is a great way of subtly upselling.

“

t the time of writing the whole Brexit issue remains a hot topic, along with the recent appointment of Theresa May as PM and whether Jeremy Corbyn will remain as Labour leader. While there is great temptation to write on the above subjects, John believes you may have had your fill of the political stuff and has instead opted to talk about something that could really help your business: increasing those profits!

JULY/AUGUST 2016 PROGRESSIVE PARTY EUROPE

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Tickled Pink with Profits Refresh your Pink Partyware collection with the very first fully coordinating partyline from Qualatex® that includes latex, Microfoils, and Bubble Balloons

with matching cups, plates, napkins, candles, and banners.

Contact your local Qualatex Distributor or Pioneer Europe Ltd.: Tel: +44(0) 1279 501 090 Email: pelorder@qualatex.com Web: www.QualatexEurope.com NEW – Pink milestone Bubbles!

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29/07/2016 12:25

The Jester Says

THE JESTER SAYS

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

“W

ell as I write this – just one week after the big nationwide vote for ‘IN’ or ‘OUT’ – I have to ask myself; what has happened to this country? While everybody is busy trying to blame each other, the only people that we can really blame are the seven million people that did not vote. If not for their apathy, they could have swung this referendum either way. Now the politicians that we look to for companies which export (who will leadership of this great nation are also letting be benefiting from all of this), most us down. The Conservative Party leader of the products we buy are supplied resigned and in the end there was no voting by American companies or brought process at all to secure a successor, while the from China using the US dollar. Labour Party are trying to decide whether This means that unless the £pound or not they should keep their leader at all. recovers we will be paying more for our As the saying goes there is a lot of wailing goods and deliveries (as oil is so closely and gnashing of teeth but very little is linked to the value of the US dollar). While actually being done. some of this will be able Surely we should to be passed on to the This year firework be able to expect customer, due to the the politicians to competitive nature of the night may be a bit more start talking up the poignant as we remember party market some of economy and getting these increases will have how Guy Fawkes trIed to on with doing the job to be absorbed. This will blow up parliament. that they were elected hit our bottom line and if to do; which is to we enter a new recession carry out the wishes of the electorate. Instead this may well be a great cause for concern. it feels as if the country has been abandoned So what can we do about it? Well, instead just when we needed them the most. of moaning we could start talking the With all that in mind, we have to country up and let people know that this ask; where does that leave us in the might give us a bit of trouble as a nation but party industry (apart from up the in the long run it will only make us stronger. creek without a paddle, of course)? We could kickstart the economy by all The stock market seems to have recovered having a great big sale! Big sale posters in and is now even higher than it has been the windows; after all, everybody loves for a long time; it is, in fact, the value a bargain. We can start by clearing out of the £pound that we need to be most all the Corbyn and Cameron masks (and concerned about. Apart from those British Boris, for that matter), Euro ‘16 bunting and Right: Kickstart business with a big sale. Below: We’re all European Union up a creek – but is the paddle within reach?

“

”

Right: Caption for the flag and sand castle picture.

flags. This will all give us much needed space for more great Halloween stock. We are a very resilient industry and by the time we reach Halloween this may all be a distant memory. I know Halloween falling on a Monday may cause some concern, but I see it as a challenge that may work in our favour. The more that big retailers see it falling on a weeknight as a handicap the better! My view is that parties will start on the Friday 27 October and run through to the 5 November, merging Halloween and firework night. This year firework night may be a bit more poignant as we remember how Guy Fawkes tryed to blow up parliament. I wonder, if he tried now – would anybody miss them? I would miss the wonderful building, but that’s about it! Actually, it may be a good idea to keep a few masks of politicians back for bonfire night to help dress the guy. I do remember a long time ago the same thing happening with Margaret Thatcher masks. Do not even get me started on the poor performance of England that the football, but look towards the brighter side that England Rugby beat the Aussies 3 nil in the tour down under. I have always been a glass half full type. In Mexico an air conditioner is called a politician because it makes a lot of noise but doesn’t work very well.

“

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Order your Finding Dory party products in time for the movie release! U.S. Patent No. 6,782,675

Order today! Call Pioneer Europe Ltd. on 01279 501090 or Email: pelorder@qualatex.com Pioneer House, 9 Stortford Hall Industrial Park, Dunmow Road, Bishops Stortford, CM23 5GZ

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What’s New? tol Bris elty 012 v 4 No1179 7y2.co.uk

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■

Dino Crazy

With children as dinosaur crazy as ever, Bristol Novelty has launched this new triceratops mask as an addition to its popular range of children’s animalthemed dress-up. The overhead mask/ hat is a great way to keep young children happy as they enjoy some prehistoric role-play.

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■

The Big Reveal

A new trend of baby shower parties have seen prospective parents holding gatherings to announce the gender of their baby. Pioneer Europe has launched a brand new Qualatex 3ft latex design with question marks – designed to be filled with 5” latex balloons in pink/blue colours. Popping the balloons reveals the baby’s gender with style!

What’s New?

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

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■ ■

Purple Rain

Released as a fitting tribute to the real Prince of popular music, this complete outfit from Palmer Agencies includes a fabulous gabardine jacket and ruffle jabot, along with dickie bow. Expected to be a popular line for NYE parties. Available in purple, naturally.

m’s

63 0 67 5 23om 4 8 (0) s.c +44 pam

■

A Fishy Tale

Novelty all-in-one costumes for both children and adults – such as these wonderful unisex seahorses which include separate costume and hat – have now been added to Pam’s portfolio. The aquatic outfits, which include a fab clownfish, are already proving to be one of Pam’s most popular costume themes.

G etting Emojional

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

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■

Flying High

With its vibrant choice of colours, this rainbow-coloured collection from Amscan is perfect for 1st birthdays. The unisex range, which features in the new 2017 early releases catalogue, includes letter banners, photo garlands and hot air balloon lanterns. Wearable accessories such as bow ties, headbands, tutus and bibs are also available.

JULY/AUGUST 2016 PROGRESSIVE PARTY EUROPE

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Available to order now from Amscan!

New to Amscan’s collection… Shopkins foil balloons! TM

Once you shop you can’t stop! The exciting new range features key Shopkins characters including Poppy Corn, Kooky Cookie and D’Lish Donut. Ideal for any fan of the tiny collectible toys; the balloons make a great gift or party decoration!

TEL: +44 (0)1908 288 500 E-MAIL: sales@amscan-uk.co.uk WEB: www.amscan.co.uk

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What’s New?

What’s New In Europe?

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P and

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■

Marvellous Mask

Thanks to a policy of launching new product as soon as it is in stock, Boland Party has launched over 35 new items in May alone. These new lines include some stunning accessories, such as hats and masks. This deluxe Jester mask and hat combo is expected to sell well throughout the year.

06 at Fol 511 25

23 (0) folat.eu +31

■

Lovely Bones

A collection of new skeleton outfits from Folat are expected to prove particularly popular at Halloween. This boney suit jacket is perfect for anyone looking to add a little bit of sophistication to proceedings, while a selection of skeleton-themed dresses are also available.

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

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Animal Magic

■

Animals are always a popular theme for dress-up parties, and with this ‘Cozy Calico Cat’ costume from Leg Avenue, parents and children can go as a matching pair! The colourful, comfy costume takes animal onesies to the next level and is expected to be extremely popular. Available to pre-order now.

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■

Scary Stuff

The spooky Halloween holiday is always a big celebration, and Godan’s new collection of Halloween items is wideranging and expected to do well this year. It includes classic spooky lines such as printed latex balloons, bloody handprints, black roses, spiders and brooms.

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■

Medieval Wench

This year has seen an impressive selection of new costumes and accessories being added into Widmann’s party fashion range. This Medieval Wench is already selling particularly well and is predicted to continue to sell well throughout the rest of the year.

■

The Fresh Prince

Now, this is a story all about how… OppoSuits made a suit dedicated to the colourful decade of the 90s! The eyecatching, high-quality suit is available across Europe now. Stock this bad boy and customers can be the dopest dude on the block – whether they live in BelAir or not.

JULY/AUGUST 2016 PROGRESSIVE PARTY EUROPE

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

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■ F. A. B.

■ A Fishy Theme

The Thunderbirds are Go dress-up range from Pretend to Bee now includes iconic characters Virgil and Alan. They join the supremely popular Scott Tracy costume which has already proved to be a real hit with fans of the new animation. All costumes include a unique soundchip featuring the famous blast off sequence.

This year’s aquatic-themed summer movie, Finding Dory, has seen Rubie’s introduce a new line of fun dress-up for preschool ages. The range includes foam-filled tabards of the movie’s key characters and adorable tutu dresses in various sizes. Ideal for parties and roleplay, costumes are available now.

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Licensed to Party Spring Fair

Progressive Party rounds up the latest licensed releases.

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■ Dream Catcher The highly-anticipated release of the film adaptation of Roald Dahl’s The BFG combines timeless storytelling and the cinematographic talent of Steven Spielberg. Palmer Agencies has the exclusive distribution rights for the licensed masks, with both the BFG and Flesh Lumpeater masks available in both child and adult sizes.

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■ Dive Right In

■ Red Fish Blue Fish

■ Cute Collecting

This summer’s big movie release is Finding Dory, taking viewers back into the underwater world of the original hit film, Finding Nemo. In addition to a complete balloon range, tableware items from Pioneer Europe include party plates, napkins, cups, table covers, party bags, banners and party invitations.

A new range of Dr Seuss Costumes from Smiffy’s includes some of the best-known children’s characters ever, with Cat in the Hat, Thing 1 and Thing 2 taking centre stage. With both children and adult costumes available (the latter including The Grinch!), it doesn’t just have to be kids who have all the fun!

The latest addition to Amscan’s licensed collection is Shopkins! The new range features four exciting new foil balloon designs including top characters from the franchise of cute collectibles. Balloon formats consist of a standard foil, Mini Shape, Inflate-A-Fun and SuperShape which are available to pre-order now.

DECEMBER/JANUARY JULY/AUGUST 2016 PROGRESSIVE 2010/11 PROGRESSIVE PARTY EUROPE PARTY

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

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

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29/07/2016 13:18

BBS

Ready

TO PARTY At the beginning of 2016, a fresh party company launched into the UK market. Launching with a stylish, minimalist stand at February’s Spring Fair, BBS UK Distribution set out its place in the sector and announced that it was ready to do business. PPE spoke with party industry stalwart Tim Peters, who is heading up the new venture, to find out more.

he journey to Spring Fair 2016 first started nearly a year previously, when investment finance group The Aleph Group acquired BBS S.p.A – the leading Italian supplier of children’s licensed melamine and partyware – from the infamous Sangiorgi family. Following the aquisition, BBS S.p.A. – which has been well-established in Left: Tim Peters, BBS UK Distribution. Below: Everyday partyware is essential for the mass market.

the Italian market for the last 36 years but had fallen on tough times recently – began to rediscover its innovative and progressive nature. Taking on a new dynamic and proactive approach, it soon put plans in place to expand the BBS business significantly; focusing its sights primarily on Europe and particularly on the UK party market. The Aleph Group has a clear aim in place; for BBS UK to become a key European partner in the UK party and tableware markets. As such, you’d be forgiven for thinking BBS UK is

Top and above: The BBS offices and warehouses in Modena, Italy.

the UK division of BBS S.p.A., but, following some careful investment and strategic adjustments, BBS UK Distribution (headed up by Tim Peters, previously president of Unique UK and Europe) has in fact been established as a separate business. On a day-to-day basis, BBS UK will operate as a distribution and supply company, offering the BBS S.p.A. lines which translate well to the UK marketplace, with a focus on key partyware and melamine ranges as well as a number of licensed lines. “The UK is the biggest market in Europe for party goods, and so the creation of a brand new dedicated company focusing solely on this

Web Browsers “The partyware market feels very bouyant at the moment, and the internet has helped dramatically with that,” explained Tim. “It allows us to put incremental products and new ranges in front of the consumer with very little risk, but it also allows retailers to carry popular lines that aren’t in the ‘top five’ that command shelf space. This is key for evergreen lines which might otherwise drop off the radar if there is a big craze at the time.”

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BBS

region is a clear demonstration of our statement of intent,” explained Tim. “It really underlines the importance which we have placed on becoming a core brand for the UK party market.” And if there’s one thing Tim knows about, it’s the UK party market. Having worked in the industry for the past 25 years, he was instrumental in helping Unique establish itself as one of the leading party goods suppliers throughout the UK and Europe, and brings a wealth of knowledge, experience and business acumen to the BBS UK business. “We want to open new business areas and extend the presence of BBS in the mass market,” explained Tim. “So we have developed a modern and effective business model which will help us regain our position in the traditional party market right across Europe. The UK is a very important part of that.” Tim is leading the development and growth of BBS UK Distribution alongside Andrea Giona, who has also joined the team as international sales director, and is based in Modena and Lugano. Previously of both Amscan Europe and Giochi Preziosi Group, Andrea also has many years of knowledge and experience within the party industry and will be looking after the European distribution. “Launching at Spring Fair was a bold move on our part,” explained Tim. “It was very early on in the campaign, but we wanted to create a talking point and make our presence known in the market. We certainly created a stir!” The minimalist BBS stand stood out in the colourful party hall and the team received plenty of attention during the show from retailers keen to find out the plans were for the future. “We wanted people to start talking about what we would be offering,” continued Tim. “And that seemed like the best way to begin creating and establishing a strong European customer network.” Below: Large foil letters and numbers are a popular range.

Above: Licensed melamine sets form a key part of the BBS portfolio. Below: Modus Vivendi is BBS’ sophisticated partyware collection.

Now, around six months later, BBS UK is more than ready for business. A fully-stocked warehouse is up and running with just over 500 lines, retailers are placing orders and those orders are being fulfilled. It’s been interesting, Tim mused, to see exactly what people are ordering and what is selling well. “Melamine isn’t a core range for the UK party retailer, we know that,” he said. “But some people have been willing to give it a try and we’ve had repeat orders come in already. It actually sits quite nicely alongside a lot of party listings, particularly for online sellers, and is a great addon purchase for consumers.” By steadily introducing these new lines, BBS UK is also ensuring retailers are able to offer consumers something a little bit different, at a competitive price points. “The various licenses we offer are absolutely key here as well,” said Tim, “from Finding Dory to Angry Birds. Young children really do love their characters!” There are currenly over 500 items in the BBS UK warehouse, and that number will be increasing as time goes on. From a party perspective, there’s a strong focus on Modus Vivendi, which is a sophisticated partyware line very different to any other collection currently on the market. “Modus Vivendi is both reusable and durable,” Tim explained.”It can be used in a microwave and put through a dishwasher, which makes it absolutely perfect for all those big summer parties and BBQs!” Naturally, this functionality and potential for semi-regular use throughout a key party season is a huge selling point, especially as the range still sells at low, disposable prices. “It’s not really disposable at all,” Tim laughed. “It’s a contradiction in terms really!” There are a number of other BBS party lines which will also be

launching in the UK market, with further party and tableware collections including classic items such as birthday candles and themed accessories. “We needed a little extra time to understand if there is a market for our balloons in the UK,” said Tim, “and that will be decided very soon! We have been selective in our initial approach, but we have a clear intention to expand and grow the party side of the business throughout the whole BBS group. And we’ve had a fantastic response so far!” The long-term plan sees BBS UK begin offering a real alternative to what is already on the market where there is the opportunity for sensible, incremental sales and growth. “Where we do bring new lines into the marketplace, we will be offering something totally different,” Tim explained. “We have no interest in having a ‘me too’ business where we are just competing on price.”

A Family History Giorgio Sangiorgi was the driving force of BBS S.p.A., which first launched at the end of 1979, along with eponymous business partners Borghi and Balestri. A very progressive and innovative company, BBS specialised in licensed melamine and partyware, but had imported a number of new business areas into the Italian market, taking its lead from other European countries. With a market share over 65% and a turnover of over 40million Euros, BBS had been the undisputed market leader in the Italian party goods and tableware markets for many years. Its main channel was the mass market, with a 90% hypermarket coverage, although traditional market and export were also strong growth areas.  This all changed in 2010, when Giorgio – who was still the driving force of the business at the time – sadly passed away. Since then, the company has been managed by his younger daughter and her husband. However, the business also was badly affected by the global economic crisis and, coupled with the change in leadership, the business went into decline. By keeping an open mind about being reactive and meeting the needs of the UK party sector BBS UK is preparing to make its mark throughout the industry. “We fully intend to reinstate BBS to its former position in the party sector by focusing on quality, service, product and prices,” Tim concluded. “The whole process of building the company back up as a European and international business is very much a long-term strategy. We aren’t planning on going anywhere!”

JULY/AUGUST 2016 PROGRESSIVE PARTY EUROPE

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04/04/2016 11:15 29/07/2016 13:15

Country Focus: Italy

Inset: A scene from a typically colourful Italian Festival.

BEHIND THE

ften considered to be the original birthplace of Mardi Gras, Italy has a healthy party economy, with a rich and varied history of festivals, parades and other colourful celebrations. One of the better-known events, The Carnival of Venice, is world-famed for its elaborate costumes and decadent masks and its influence can be seen in many other Mardi Gras celebrations around the globe. Celebrating long-established traditions is important within Italian culture, where religion and family play an important role in society. Those celebrations take many different forms, but the Italian community has always enjoyed having fun and as such the Right: A typically modern and on-trend Halloween costume from Widmann.

A Costume Company A European leader in the fancy dress and party industry, Widmann was founded in 1951 and is based in Milan. While retaining its traditional values, the modern, cutting-edge supplier provides retailers across 40 European countries with over 13,000 dress-up items and accessories. Widmann specialises in fancy dress costumes and accessories covering all party and festive events throughout the year, although Halloween, Christmas and carnival are the most important in the Italian calendar.

party and costume trade is wellestablished and famed for its elaborate designs and intricate detailing. One such retailer is the historic Bottega del Carnevale, which was founded in 1943 in the old centre of Milano. It began life as a toy shop, before current owner Ivan Torriani transformed into a fancy dress shop for carnival in the 1970s. It has remained as a costume and dress-up shop ever since, and also has a fully-serviced online retail outlet which caters for the whole country. “The Italian fancy dress market is perhaps best characterised by the traditional carnival themes and the vast variety of artisan and good quality dress up items which are available for these historic festivals,” explained Ivan. “It’s no surprise that our bestselling products are monster masks, make-up, traditional Venetian masks and contact lenses. Our artisan-made leather masks are particularly popular.” It’s a sentiment echoed by Charles Dulles, head of export sales and business development at Italian costume and accessory company Widmann, who said; “The Italian market is a very traditional market based on age-old historic events such as carnival, but at the same time it is very interested in setting the tone for fashion and creativity. Design and quality is at the foundation of the Italian DNA. Design and product presentation is imperative to help customers understand how to create an optimal party experience. Italian party-goers are always looking for the latest trends within those traditional themes.” Unfortunately, some of the intensity behind the celebrations and parades has decreased in recent years, due

With a strong costume and carnival industry, the party market in Italy is becoming healthier each year as it sets trends and gets creative. PPE takes a look at the Italian party market and its unique approach to celebrating.

Above: A reveller at the Carnival of Viareggio.

to economic and cultural trends. As a result of this, the Halloween market has been growing rapidly, to the extent that Ivan believes; “Halloween has now overtaken carnival as the most important party event in Italy. It has taken on special importance in the last few years and is becoming more gory and bloody, with items that are more realistic.” While Halloween might be growing rapidly, Christmas and carnival are still very strong, with a number of key Italian festivals remaining unique to the country. These include Viareggio, Torino and Milano, Befana (Ephifany January 6), Oktoberfest and the increasingly popular theme parties Pink Nights and White Nights.

Right: The Italian party market is famed for its elaborate masks.

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Country Focus: Italy

The Export Market For Italian suppliers like Widmann, the export market represents the vast majority of its overall sales and is hugely important. “The impact of Brexit will become clear in the next few years as the UK and the EU conclude commercial agreements and we see the impact of currency fluctuations, trade terms, possible duties and tariffs and possible restrictions on the free flow of goods and services,” said Charles. “This will impact both our own sales in the UK as well as competitive impact of UK suppliers active in the EU market.” “More generic theme parties are growing in popularity as well,” said Ivan, “with 1920s, 1950s Grease, 1970s, Hawaii and St. Patrick’s costumes and accessories all doing well. There has also been a move away from costumes and more towards accessories and make-up. Contact lenses are particularly strong.” “We are definitely seeing a continual increase in these general party items,” agreed Charles. “While there is not much change in the fancy dress segment, there is significant growth in the party product industry due to the growth of the specialised party shops.” In fact, the independent retailer remains very important in the Italian market, with many small party and costume stores located throughout the entire country. “There has been a marked shift away from party items being sold as an add-on within toy and stationary stores,” explained Charles. “Today, there is a notable increase in these specialised, stand-alone party stores, which do very well as there are not many large toy retailers and only a very few party items are carried in the supermarkets.” However; despite the growing retail market, Italian party shops are not without their own issues. “Imitations from the far east have become a problem,” said Ivan, “although local law enforcement agencies are trying to clamp down on this issue.”

Above: Halloween is becoming increasingly popular, overtaking carnival as the key party season. Left: The traditional Sant Efisio parade.

The Italian market was initially a little slow in taking up internet sales and e-commerce, but there has been significant growth in the numbers of Italian party e-tailers in the last few years. Despite this, Ivan claims that; “internet selling has not made that much impact on our customers, as they tend to prefer buying in the shop when they have made the effort to come along to try the items on.” It is not easy for Italian party retailers to keep up with trends in the market, as there are very few trade shows and no broad trade publications to speak of. Most information comes from word of mouth from representatives of the party industry. Widmann has a number of distributon partners located throughout the entire country and uses these channels to satisfy most independent retailers’ needs, while a national network of sales agents helps support party retailers locally and efficiently. Because the Italian party market has been growing and developing in recent years, 2016 is expected to continue to see an increase in business. “The market for all party products should increase overall,” said Charles. “We at Widmann are certainly very excited about the increase in our business and this season’s growth results.” Ivan agrees, saying that Bottega del Carnevale is; “very optimistic for the new season, of course, with fingers crossed!” Left and above: Ivan Torriani and the historic Bottega del Carnevale, which was founded in 1943.

In a country which boasts more festivals and celebrations than there are days in a year, it should be no surprise that the Italian party industry is going from strength to strength. With the Halloween market beginning to overtake carnival as a celebration, it looks as though the Italian market will continue to develop and grow over the next few years. Saluti!

Italian Celebrations Italian festivals and celebrations throughout the year include holidays, customs, superstitions, rituals, and celebrations, with many firmly rooted in the the national religion, Catholicism. ■ Carnevale – or Mardi Gras – tops the list of February festivals which take place all over Italy. In Catania, Sicily, a big festival held on Saint Agatha’s Feast Day is the second largest religious procession in the world. ■ May Day is a national Italian holiday and the date of Sardinia’s most important festival, the four-day procession for Sant Efisio. Other spring festivals include the unusual Wedding of the Trees and the Snake Handlers’ Procession. ■ July is one of the best months for festivals in Italy. Siena holds its famous Palio, while Festa de la Madonna Bruna and Giostra della Quintana are also notable for costumes. There are also many music festivals at this time of year. ■ Ferragosto (Assumption Day) is a big Italian national holiday which takes place on August 15. Celebrations take place around this date, with music, food, parades and fireworks. August also has a number of medieval festivals with people dressed in period costumes.

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FEEDBACK

The Great Brexit Debate

Following the results of June’s referendum, the UK is gradually coming to terms with the fact that Britain will now be leaving the European Union. In just a few weeks since the result, David Cameron has resigned, to be replaced by a new Prime Minister, Theresa May. The newly formed Government now is being urged to move quickly to begin the process of disengagement from the EU. The British Retail Consortium (BRC) has insisted that keeping the cost of goods down for consumers and providing certainty for businesses must be at the heart of the plans for life outside of the EU. As an industry which relys heavily on imports and exports, PPE wanted to know your views and opinions on the possible effects on the party retail sector. Here’s how the party and costume market plan to deal with the coming months as the country comes to terms with the results of the great Brexit debate. Denise Mountstephens owner, Angel Faces UK, Surrey

Charles Dulles

Charles Dulles head of export sales and business development, Widmann

Export Is Important “For Italian suppliers like Widmann, the export market represents the vast majority of our overall sales and is hugely important. The impact of Brexit will become clear in the next few years as the UK and the EU conclude commercial agreements and we see the impact of currency fluctuations, trade terms, possible duties and tariffs and possible restrictions on the free flow of goods and services. This impacts both our own sales in the UK as well as competitive impact of UK suppliers active in the EU market.”

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Sit Tight “We always think that anything with the economy being tight is going to affect entertainment. Maybe it will, Denise Mountstephens at ground level, but the corporate clients will continue to require our industry to demonstrate their state of happiness with affairs. Sit tight, up the marketing and believe.”

Marie Gransbury managing director of Pioneer Europe Business As Normal “Pioneer Europe will continue ‘business as normal’, keeping into perspective what has happened and making sure that we do not panic or make rush decisions. Marie Gransbury There will be some challenges ahead but real economical change will only start to evolve once Article 50 is triggered, after which it is expected to take two years to disentangle the UK from Europe. We will of course be working on backup plans to react to situations as we learn more concrete news of the situation as reported in the news.”

Graham Mitchel owner, 1st Night, Milton Keynes

Graham Mitchel

Prices Will Rise “The fall in the pound has hit ShowMakeup hard. We’ve had an immediate price rise of 8% from our main European supplier and I’m sure the others won’t be far behind. It looks as if there is going to be another recession. Let’s just hope it won’t be quite as hard as 2008-12.”

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Feedback : Brexit Special

Sergio Battaner marketing director, Palmer Agencies Tremendous Impact “Brexit will have a tremendous impact on all businesses, not just the party industry. As we enter a period that brings uncertainty about the future Sergio Battaner role of the UK, there are some certainties derived from this uncertainty. Prices will increase if the pound remains as weak as it is now. Most of the products in our industry are purchased in USD and right now they are 10% more expensive than before the referendum! The legal framework will be altered, but to what extent? Our market will also be more fragmented. Before, we were able to sell to a 500 million market and we do not know if or how these conditions will change. Uncertainty on the legal and financial framework is not a good thing. We will go forward calmly and with a very cool head. There is no need for knee-jerk reactions. All decisions must always be taken with a great deal of care. Even more so now. Our approach to market is not changing; we will continue to offer better quality merchandise at the best possible prices. We will do so keeping in mind the best interest of our customers and how we can help them. We cannot forecast how the negotiations will go (if they ever start!) between the UK and the EU; therefore it is too soon to say anything about Acquis Communautaire and its implementation in the UK; or duties, safety regulations or access to market. Watch this space!”

Lynne Turner owner, Truly Gifted, Milford Haven Trade Boost “Personally, I don’t believe it will impact on this industry very heavily. Most items are imported from the far east, and the microLynne Turner managing of regulations from Brussels has always been a pain for the small retailer. In fact, our trade has picked up since the referendum. I think the uncertainty of the result was a bigger impact than knowing what the medicine will be (once the powers that be get their fingers out and pick up the prescription).”

Peter Denton owner, In Disguise, Northumberland Stay Positive “It might not be what everyone wanted or expected, but it has happened and we have to stop bleating and make the best of it. Most of the products we sell Peter Denton come from the far east and China so I don’t think that will change anything us leaving the EU. People will still have parties and celebrations so will still purchase party supplies. Fancy dress will still be a popular way to celebrate and have a good time. Embrace it and lets get on with it by having a positive attitude, nothing to stop you having a party whichever way you voted.”

Mark Brett UK agent, Boland Party Is there a party life after Brexit ? “This is my perspective of the short, medium and long term effects of the referendum. Mark Brett In the short term, nothing has changed yet. We are still in the EU. However, there are two immediate influencing factors; sentiment and currency. Sentiment has a major impact on all markets. There may be a change in the consumers’ concerns about the future and so they may reign in spending. The party market has a good record in depressions, in that it can intially buck the trend as people party to cheer themselves up. Eventually though the consumer spend will be affected. There will be huge swings in currencies and if they are ‘down’ swings, we will see price increases, as around 95% of the party product bought and sold in the UK comes from outside the UK. In the medium term, we will still be in the EU. Currency will still play a part, but the fluctuations may have eased off. As we will be in the process of negotiating our exit, traders may start to ignore EU regs and import product that may be a lot cheaper but of poorer quality. Demand may also have flattened because of continuing uncertainty and a lack of growth. In the long term, we will have negotiated exit terms. I have no idea about what the currency levels, nor demand, nor consumer sentiment will be. However, in terms of importing this could be very complex. We may have negotiated a free trade agreement with the EU. But at that point we will probably not yet have negotiated agreements with other parts of the world such as the far east, or the USA. Will major players, such as Rubies, Amscan, Unique, Pioneer et al relocate to the EU and then re-export to the UK? The possibilities are mind-boggling. Major (UK) suppliers will still comply with product standards as they want to ship into the EU; however, we won’t have any input into those standards. Online operators will start to find it is a lot more complex supplying consumers in the EU. Obviously the reverse will be also true but I suspect there is more trade going out from UK web sites rather than vice versa. The reality is that it is all hypothesis, as we have no idea what the future holds. The only thing we can be sure of is that it will be very different. As an industry, we have always been quite good at adapting. Now, the adapting needed maybe somewhat more testing.”

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Focus On: Christmas and NY

Feeling

FESTIVE Left:Qualatex. Rig

ht: InCharacter.

The second biggest season for the party industry; there’s little doubt that both Christmas and New Year’s Eve are synonymous with celebrations of all shapes and sizes. PPE grabs an egg nog and finds out what’s new for the last big party of 2016.

hristmas fever begins early for the party industry. With the seasonal trade kicking in as soon as Halloween is over, retailers and decorators need to be prepared for the general public and corporate event organisers to start thinking about Christmas as soon as the majors do. Which seems to be earlier and earlier each year! Whatever your thoughts on that; it is essential to pre-order stock and be prepared. Because the supermarkets and bargain stores embrace Christmas to such an extent, the savvy independent party retailer needs to take a creative approach to this time of year. Linking up with venues holding corporate Christmas and NYE events is a great way to keep trade moving, and with most hosting celebrations throughout the entire month of December many are gearing up early and ordering their décor and partyware as early as summer. “Christmas is our biggest seasonal occasion after Halloween and is popular across partyware, dress up and balloon categories,” said Amscan’s marketing executive Charlotte Cox. “We’re predicting festive costume accessories will be in demand this year, as they make a great impulse purchase and add a fun touch to Christmas parties. We’ve added over thirty new lines to our Christmas Left: Palmer Agencies.

wearable accessory range for 2016 including Elf and Santa-themed hoodies!” A new Sparkling Snowflake tableware range has been introduced to complement Amscan’s snowflake decorations, while new foil balloons include emoticonthemed smiley face Santa and snowman and three new Insiders balloons (two balloons in one). According to Cathy Crawford, creative manager at Neviti, the Christmas season is always a busy time, with customers looking for new ranges as well as stocking up on existing bestsellers such as Rocking Rudolf, Winter Wonderland and Shimmering Snowflake. “We have a variety of different collections for Christmas,” she said. “New for 2016 is our Festive Fun collection which features paper chains and bubbles perfect for children and a selection of Above: Amscan. decorations and tableware to add a festive feel to the table and home.” As ever, Pam’s will also be stocking a large range of Christmas balloons, partyware and decorations, and has already started to add new party supplies and costumes to the range. “As soon as the Pams Halloween catalogue hit the printers we immediately started looking at Christmas lines,” said sales director Carl Taylor. “Our range of nativity costumes last Christmas were really popular so we have added more to the range and have a large order of the popular Christy’s costumes due later in the year.” According to Gary Vincent, Bristol

Right:Opposuits. Far right: Fun Shack.

Novelty’s business development manager, the traditional Christmas market for high street retailers has certainly changed over recent years. “We have seen more smaller retailers electing not to stock many Christmas lines at all,” he said. “This is partly due to increased competition on the high street from supermarkets and big discounters, offering traditional stock at clearance prices in the lead up to Christmas.” Gary suggests that retailers check their suppliers for new lines and identify product gaps that aren’t available in the supermarkets, something that is echoed by Palmer Agencies’ marketing director Sergio Battaner. “Hedge your bets!,” said Sergio. “Offer a wide range of accessories, glasses, hats... and a compact range of costumes across medium/high quality. Don’t try and fight supermakets in the cheaper lines!” Sergio also pointed out that while Santa hats are still popular, other accessories and items – such as novelty glasses, which offer a great margin – are gaining market share. He also highlights the trend of the Christmas jumpers, describing them as ‘the new stars at any Christmas party’. So by being prepared, offering something a bit different and focusing on meeting the customer’s needs, party retailers can still make sure they have a very Merry Christmas indeed. JULY/AUGUST 2016 PROGRESSIVE PARTY EUROPE

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Focus On: Christmas and NY

Christmas and NY Brand new for 2016 is this ‘Get Real Christmas Tree’ costume from Rasta Imposta; a beautifully decorated tree printed on foam.

Bristol Novelty is famed for its new eye masks which are always popular for NYE Masquerade balls.

Amscan’s new containers have a rustic yet contemporary feel and on trend snowflake design.

InCharacter offers the cutest costumes for the festive season such as ‘Baby Santa’ and ‘Santa’s Lil’ Helper’ in sizes ranging from 6 – 24 months.

A classy take on the Christmas tree costume with some very clever 20s-inspired fringing from Boland Party.

Colpac offers a wide range of festive themed party boxes, ideal for sweets, treats and gifts for Christmas and New Year celebrations.

“The Christmas market has definitely become more accessory-based.People worry that they will overdress or feel silly. Christmas jumpers are always a popular choice. We also see a lastminute rush from parents trying to get Nativity costumes for school plays!

This funny hat featuring Santa stuck up the chimney is available from Amscan.

Emma Angel, director, Angels Fancy Dress

The Creative Party partyware ranges ‘Reindeer Games’, ‘Snowflake Swirls’ and ‘Frozen Friends’ are perfect for Christmas parties.

Embrace the festive spirit with Rasta Imposta’s Elf, Reindeer and Santa headbands, which are always a hit at this time of year.

For something a little bit different, this is Boland Party’s take on Bad Santa!

This new Santa dress and clasic Santa costume from Folat are both made of velour de panne and teddy fur. This joyful new costume available from Amscan includes tunic, hat, tights and shoe covers, and is available in ages 8-10 and 12-14.

Delights Direct has added many items to its range this year. Hot on the success of the sitting elf balloon, this sitting Santa balloon should be a hit!

Offering a sophisticated look for NYE, these dress-up accessories are always top-sellers for Bristol Novelty.

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 +44 (0) 28 9064 7119

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Focus On: Christmas and NY

Christmas and NY The adult costume range from Henbrandt includes Santa costumes for both men and women as well as turkeys and snowman for festive fun.

New nativity costumes from Pam’s include the whole range of traditional nativity characters such as Mary, Joseph and the Three Kings.

Metallic products are perfect for NYE celebrations and this Happy New Year tiara with LED light from Folat is bound to be a hit.

New balloons from Pam’s are ideal to create festive window displays to attract customers looking for all their Christmas party supplies and partyware. Neviti’s Christmas Craft range was a popular launch in 2015, featuring a selection of colour-in decorations, advent calendars and activities for children.

For 2016 Fun Shack has grown its range of Christmas fancy dress lines to include a snowman, Christmas tree and Miss Gingerbread.

Christmas remains OppoSuits top sales season and four new styles are being launched for 2016, Winter Woods, Winter Wonderland, Santaboss and Happy Holidude.

“Costumes and accessories have always been strong for us at Christmas, but we have noticed that balloons and decorations have really been growing in the last couple of seasons. We are adding plenty of new product in these areas for this year.” Stuart Wheeler, account manager, Delights Direct

Break the Ice this Christmas with a new Qualatex Penguin balloon collection. It includes an exclusive 22” Single Bubble balloon, two Microfoil shapes and a 11” Penguins & Presents assortment.

Christmas hats are always a winner and Henbrandt also offers a range of antlers and Christmas novelty glasses to make the party go with a swing.

This Old Time Santa hooded robe set from Palmer Agencies is available in two sizes. It includes a luxury velvet 3/4 length coat with satin lining, velvet trousers, belt and gloves. These great New Year glasses from Widmann are sure to bring fun to the table at any office party.

Widmann’s new Christmas style hoodies make dressing up as easy as can be, while the new Elf girl costume is simply adorable.

These fab Three Wise Men children’s costumes from Palmer Agencies include a printed caftan, cord belt and headdress.

Henbrandt has a broad selection of children’s costumes featuring Santa’s little helper, snowman, Angels, Santas and Christmas presents to name a few.

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Modern Classics

Modern

Classics A good party shop is nothing without a pirate costume or five – and as one of the enduring costume classics there are dozens of new versions being launched to market each year. PPE takes a fresh look at some of the most popular dress-up themes.

Far left: Clever Alice is one of Amscan’s new storybook lines for 2016. Middle: An updated pirate costume from Bristol Novelty includes headband and belt. Right: Fairytale costumes always sell well, especially with a new dark touch - this Captivating Miss Red from Leg Avenue is already a best-seller.

he party industry is famed for being innovative and creative; after all, it’s in our nature to have fun and that tends to spill over into the product we work with. However, there’s a good reason certain costumes and themes crop up in our much-loved Best Sellers feature again and again – and again! There are a number of costume themes which are widely considered to be dress-up staples; after all, when was the last time you heard of a fancy dress shop without a pirate’s hat or a neon net tutu, just perfect for that 80s-themed disco? According to Amscan’s marketing manager Charlotte Cox, the party company’s top three best-selling classic costume themes are pirates, cops and robbers and story book characters; for both children and adults. “Each year we tend to add new options or updates to our classic costumes,” Charlotte explained, “providing a fresh take on popular themes. Pirates have been a best-selling generic party line for children for a while now, but the theme appeals to all ages, with major film franchises such as Pirates of the Caribbean adding to its popularity.” Story book costumes are of course great sellers, especially for Book Week, and Amscan has a selection of classic fairytale-themed costumes such as Lil’ Red Riding and Goldilocks outfits which are always popular. “Vibrant new additions to the Story Book character range this year include some fabulous new teen outfits,” continued Charlotte, “such as Clever Alice, Sassy Mad Hatter and Queen of Hearts.” The enduring cops and robbers theme has also seen some new activity in the Amscan portfolio, with a new ‘Trouble Maker’ outfit for kids and teenagers. “Adults get an orange inmate costume,” said Charlotte, “along with ‘Bad Cop’ for women and ‘Under Arrest’ and ‘On Patrol’ for the men.”

Pirates are also an important line for Bristol Novelty, as business development manager Gary Vincent explained. “While we certainly have a few modern classics to choose from, for me you can’t beat the good old-fashioned pirate costume; both for men and women. It’s instantly recognisable and great fun, offering a strong dress-up theme for all sorts of occasions.” “The pirate theme is especially good as it remains popular all year round,” Gary continued, “there’s no pirate season! Like most suppliers, we have a number of different styles covering the market from budget to high quality.” Gary also recommends that retailers carry at least two or three different styles of costumes ranging from classic to high-end

Classic Licenses Nostalgia, revivals and anniversaries all contribute to the enduring popularity of classic licensed lines, many of which have developed cult followings over time. Grease has been a staple theme for party-goers for years, and is one of Smiffy’s most successful classic costume collections, despite being set almost 60 years ago. “We have added a fantastic new selection for 2016,” said marketing executive Liam Moore, “with a new Sandy costume from the final scene and a Rydell High prep costume to name a few.” Liam also has a word of advice for retailers, suggesting they; “look out for anniversaries, revivals and events where classic costumes might feature. Organisers of these events often look for an official fancy dress partner to work with!”

Above: The Rasta Hoopster range is a fresh take on classic fancy dress costumes such as The King (Elvis), penguin, baby and lederhosen. Right: The classic cop and robber theme continues apace, with this new On Patrol outfit from Amscan. Middle: Gold Rose Pirate is a new addition for Bristol Novelty and has proved to be very popular with its stylish, modern and classic look. Far right: New additions to Pam’s portfolio, novelty adult costumes are already high up the best-sellers list.

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Modern Classics

Far right: InCharacter has a great medieval range that is always really popular. Right: A fantastic range of updated versions of the classic Vikings and Knights costumes have just arrived into stock at Fun Shack. Below: Harley Quinn and Deadpool – Rubie’s shake up the superhero market.

and across both the male and female market. “Accessories are the key to success in many retail shops,” he added, saying that, “attention to detail when merchandising the costumes and accessories will give the customer plenty of options to enhance the costume.” The bestsellers for Pam’s this year have followed a typical pattern, as sales director Carl Taylor explained. “Early sales for 2016 have seen a wide range of costumes selling well, with the most popular so far being Disney, pirates and storytime theme costumes.” Carl also points out that sales for the early part of the year are boosted by World Book Day, and that this

Superheroes With A Twist Whether it’s the Man of Steel or the Dark Knight, superheros are an enduring dress-up theme, with both children and adults of both genders keen to get into a pair of tights and start saving the world. Taking the updated classics theme to its natural conclusion is Rubie’s, which has released a number of very modern takes on the superhero. Following from the success of the antihero movie Deadpool is a great new Deadpool top with snood, while the hotly anticipated ‘Suicide Squad’ movie from Warner Bros. also gets the Rubie’s treatment with a great new adult costume range. The range includes costumes of key characters Deadshot, Killer Croc, Harley Quinn and of course, The Joker.

year’s event saw the party experts adding Aladdin and Red Riding Hood costumes to its best-sellers list. “Pirates are a popular theme all year round for both boys and girls,” Carl continued, “and as always we see popular costumes such as Elsa and Anna from Disney’s Frozen topping the list.” In the early part of the year Pam’s adds a number of new lines to its range to ensure it is keeping all its categories up to date. “We always try to keep our best-selling costumes in stock all year round,” Carl said, “with extras bought in for busy seasonal events such as Halloween and Christmas. So far this year we have added over 80 new costumes for both children and adults!” Giving a retail perspective on the popular classics is Emma Angel, director of Angels Fancy Dress, who finds that; “Historically-themed costumes always do well. Customers really like the fantasy, glamour and intricacy of the costumes from a previous era, and with the explosion of shows like Game of Thrones, we expect to see even more of a demand for these types of outfits.” Other classic costume themes include; “The banana and Crayola crayon ranges from Rasta Imposta and the pirates from InCharacter. All of these are really different, good fun and either make you stand out or fit in really well if you’re dressing as a group.” As one of the UK’s best known party retailers, Angels is constantly on the lookout for new products to add to its ranges. “This normally happens when suppliers

bring out new lines that we think are winners,” explained Emma. “This year, we are buying a lot more of the Rasta Hoopster costumes and expect them to become classics very quickly.” Because certain costumes are always in such high demand, Emma is also keen to point out that it’s crucial that retailers are never out of stock of these core lines. “Adding a variety of colour and style (if possible) to the line also means more variety for the customer if they are thinking of going out as a group,” she concluded. With so many exciting new versions of the best selling themes available, party retailers looking to refresh their collection have plenty to choose from to keep their everyday offering from being anything but everyday. Left: Over 40 new kids costumes have been added to the Pam’s stock list so far for 2016. Below: Updated versions of the classic Grease costumes from Smiffy’s.

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Best sellers M A N UFACTURE RS / RANGES

COMMENT

Adult Costumes

80s costumes from Smiffy’s, Fun Shack

The 80s costumes have been most popular, without a doubt. It must be a lot of people having their 40th birthdays!

Children’s Costumes

General lines from Smiffy’s

Book week was ok – there was no massive rush really. Lots of people came in at the last minute in a panic though.

Accessories

Masks from Bristol Novelty

Masquerade masks and Venetian masks in particular always do really well for us. They’re a great extra purchase. People like to buy add-ons – like hats etc – if they don’t want to go the whole hog.

Anything Else?

Make-up from Smiffy’s, Snazaroo

Make-up has been really popular over the last year or so as people get more creative and hands-on.

“

One Stop Party Shop CAT E G O R Y

M A N UFACTURE RS / RANGES

Snazaroo

Fancy dress and party shop, high street location.

Mike Jones/ Leamington Spa COMMENT

Kids Costumes

Anything and everything from Pam’s, Bristol Novelty and Smiffy’s

There have been lots of end of term plays and parties so we’ve been really busy, but with no particular theme. It’s anyone’s guess!

Balloon décor

Qualatex Balloon Boutique

We’ve had lots of proms and graduations so that has been good for business. Baby showers are becoming more popular as well.

Balloons - Retail

Bubbles from Qualatex

Anything dramatic will always do well, so Bubbles are a big hit. They last a very long time as well, so people are always very impressed with them.

Décor

General décor from Unique Party

We’re starting to carry more banners and crepe streamers. Hanging decorations are on-trend at the moment, which is great.

Partyware

Plain colour and licensed from Amscan and Greetings House

Licensed lines tend to be Frozen or Spiderman, while the plain colours and gneric designs do well all year round.

Jokes and Novelties

Party bag fillers from Tobar and Unique Party

We sell these as they are, but we also offer a party bag service to customers who want something made up for them.

Added Extras

Personalisation

We recently bought a vinyl cutter silhouette machine so we can print our own balloons, banners, bunting and sashes.

“

Fun Shack

Pam’s

We’ve had the Qualatex Balloon Boutique for two years now and it’s been fantastic for our business. There’s a great selection of lines and it’s all set out in a way that makes it extremely easy for the customer to see exactly what we can offer them.

Unique Party

“

CAT E G O R Y

Small high street shop, selling fancy dress and dance accessories.

Kate Nicholls/ Plymouth

“

Footloose & Fancy Free

As retailers head into the second half of 2016, PPE finds out what has kept the tills ringing over the last few weeks.

JULY/AUGUST 2016 PROGRESSIVE PARTY EUROPE

47_49_Best Sellers.indd 47

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Best sellers CAT E G O R Y

M A N UFACTURE RS / RANGES

Male Costumes

Busy town centre location, ideal for families and students.

Dean Rand/ Falmouth COMMENT

80s, 90s and Grease costumes from Smiffy’s and Wicked Costumes

Comedy lines are always popular, especially the decades. Mario and Bananaman do well too.

Female Costumes

80s and 90s from Smiffy’s and Wicked Costumes

Anything and everything bright and colourful – hotpants, tutus, beads are all essentials for those summer parties.

Kids Costumes

Pirates and Frozen from Smiffy’s and Rubie’s

Pirates always sell well, and of course historical cstumes are good for schools. Girls still like to dress up as Elsa as well!

Party Accessories

Masquerade masks from Bristol Novelty

Masks are always popular, and the eye masks are great for us. Jester masks with bells on top are fun as well.

Partyware

Generic lines from Amscan

We sell quite a lot of partyware. Happy Birthday is always the most popular, but people like being able to pick and mix what they need.

Balloons

Latex singles from Qualatex

We have stopped selling helium and foils as a Card Factory opened nearby. We sell latex singles instead, which works well.

Added Extras

Hairspray from Stargazer

Neon and glitter hairspray is really popular – anything like that sells very easily.

Anything Else?

Jokes and novelty items from Henbrandt and Smiffy’s

Pocket money toys and party bag fillers are always good. Little joke items always sell well over the summer holidays.

Henbrandt

People often come in to buy lots of accessories to add to costumes they already have or are making themselves. Make-up, masks and jewellery sell really well, especially if they are neon or glittery!

Over The Rainbow CAT E G O R Y

Margaret Beaumont/ Leeds

M A N UFACTURE RS / RANGES

A small costume shop off the beaten track which specialises in hiring fancy dress.

COMMENT

Kids Costumes

Pirates from Smiffy’s

The classic lines always do well for school plays and book week though and pirates are always very popular.

Retail Costumes

All the decades, from Smiffy’s

Anything to do with 60s, 70s or 80s does very well for us . We have had some hen and stag parties in as well, so group fancy dress is good for that. We use Paul White as our wholsaler.

Hire Costumes

Film stars and superheroes, mascots from Sandroy

60s, 70s and 80s are always our most popular hire costumes, but decades, film stars and superheroes always do very well too. I make a lot of the hire costumes myself.

Accessories

Wigs, jewellery and hats from Smiffy’s and Bristol Novelty

We sell the accessories for people to personalise their hire outfits, so wigs and jewellery do well. Cowboy and pirate hats are great for instantly recognisable outfits too.

Anything Else

Go-go boots from Rubie’s

These are amazing for hire shops as they can be used for quite a long time before they start to look tired.

“

Smiffy’s

There’s a bit of a lull for kids costumes over the summer, until they get back to school. We’re just trying to decide how much to order in for Roald Dahl’s 100 birthday in September, which I’m sure will be popular.

Sandroy

“

Rubie’s

“

Party Zone

JULY/AUGUST 2016 PROGRESSIVE PARTY EUROPE

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