Sector Focus: Children’s parties and dress-up Event Focus: INDX Kids

Above: Unicorns are among the popular preschool themes for Pioneer Europe and Qualatex.

GET THIS PARTY STARTED

With over a years’ worth of postponed events, the children’s party and dressup sector is hopeful that summer and beyond will be filled with celebrations. PPS catches up with a number of suppliers in the sector to find out their plans for the rest of 2021.

With parties and celebrations of all types either scaled down or cancelled throughout 2020, the children’s party and dress-up category - buoyed by the arrival of the good weather – has been busy making up for lost time.

For preschoolers, dress-up has long been seen as playing an instrumental part in the development of their imagination. For retailers, too, they offer multiple opportunities for promotion all year-round.

“With the re-introduction of gatherings following past events, we have seen an uptake in retail accounts as people are starting to throw children’s birthday parties again where it is common to dress up,” says Fran Hales, head of content and marketing at Rubies Masquerade. The company has been enjoying success with The Child (or Grogu) for preschoolers, while it also has high hopes for its new Sesame Street costumes based on Elmo and Cookie Monster. Oddbods will also play a big part in the expansion of Rubies’ preschool range, while Fran also expects Disney to remain strong through the summer.

He continues: “We believe that over the past 18 months, consumers overall have re-evaluated their lives and finances and where they spend their money, not only to make it last longer but also to get the most for it. It is looking likely that consumers, parents in particular, will spend more now on higher quality pieces to last rather than the fast fashion trend of previous years and we are proud that our costumes stand up to this test of time.”

VERSATILITY IS KEY

For Amscan, the company’s head of marketing and design, Jennifer Wilson believes that consumers are certainly splashing out on occasions more, not only to make up for time missed in 2020, but also to focus on the here and now. The company is continuing to see a major uplift in balloon sales, while its summer ranged items

have welcomed Hawaiian dress-up. In the party category, Amscan has seen success in its licensed ranges of Hey Duggee and Baby Shark, as well as generic ensembles of classic evergreen characters DinoMite, Get Wild and Magical Princess – all of which launched new for 2021.

Jennifer comments: “When it comes to party, versatility is key. With things still being a little uncertain, being able to mix and match items from ranges not only provides the consumer with an element of individuality and ‘do it yourself’ but also our customers with flexibility.”

Sam Taylor, dress-up category manager, continues: “[Dress-up] is extremely important. Role-play is just one example, providing different characteristics and understandings, through to that child’s learning about those characters. It can encourage them to communicate with peers in different ways, with various interactions dependent on the character progression opportunities.”

THE EXTRA MILE

“Customers are going the extra mile to create the party atmosphere we’ve all been missing with balloons, tableware and accessories,” offers Sharon Poulter, licensing and marketing manager at Smiffys. “Because of this, we are expanding our tableware offering for this summer. Our Peter Rabbit range is brand new and perfect for preschool children’s birthday parties. Due to the demand we are expecting, we also have other kids licensed tableware coming soon including The Gruffalo and The Very Hungry Caterpillar.”

Sharon is also expecting classic children’s fancy dress themes to be top sellers in the coming months such as pirates and princesses. In addition, it has also added to its licensed toddler range with characters

HALLOWEEN HOPES “Smiffys is expecting a such as Sula from Bing and bumper Halloween after The Gruffalo. we all missed out on the freakishly fun antics last year,” says Sharon. “We have already seen pre-orders from independent retailers double from those in 2019 (the last pre“Costumes offer multiple possibilities for promotion year-round,” she continues. “Now that small parties are allowed both indoors Covid Halloween), showing that and outdoors, this gives retailers the whole industry is preparing the opportunity to promote fancy for a party like no other this dress for birthday celebrations once Halloween.” again. As well as adding excitement Amscan’s Jennifer is also and a sense of occasion to parties, expecting celebrations to fancy dress also brings fun to atbe back this year and the home play throughout the year, company has a number of new additions helping to ignite imaginations.” to its portfolio in the preschool space. These include a new Hey Duggee skeleton-style costume, while its Peppa Pig Halloween portfolio continues to be popular. “With Halloween being on a Sunday and in school holidays, we’ve also introduced plenty of games and EXCITING AND INSPIRATIONAL Popular preschool themes at Pioneer Europe, meanwhile, include dinosaurs and unicorns, while fusion/marquee bouquets craft activities to keep everyone busy,” incorporating age number balloons adds Jennifer. or names are also very on-trend. Julie Dommett, head of marketing, says that licensed character partyware has sold continuously well via online channels throughout the pandemic, while high demand for balloons has also remained. Looking forward, she says: “We are expecting balloon décor to perform particularly well, as

“Customers are going the children who missed out on special celebrations extra mile to create the over the last year are treated to stylish celebrations with friends. Some big trends we are seeing party atmosphere we’ve all include teepee and jungle-themed parties.” Julie also advises retailers to focus on “exciting been missing with balloons, and inspirational” displays, either in shop windows or on websites/social media, and to ask for images tableware and accessories.” and permission to share photographs of parties they’ve supplied décor for. “’I’ll have one like Sharon Poulter, licensing and that’ is the easiest sale there is!” she concludes. marketing manager, Smiffys

Left: Amscan has a new Hey Duggee skeleton-style costume for Halloween. Right: The Peter Rabbit range is new for Smiffys and is perfect for preschoolers’ birthday parties, the company believes.

PRESCHOOL DRESS UP & PARTIES

SMIFFYS

Introducing Smiffys brand new range of Peter Rabbit tableware. With children’s parties firmly back on the calendar after a year-long hiatus, Smiffys Peter Rabbit range has everything needed to throw the perfect bash for little ones. Parents can set the table, decorate with bunting and balloons and add to the fun with party hats, masks and party bags! Pre-order now ready for a summer of celebration.

Tel: 0800 590599 www.smiffys.com

SMIFFYS

Smiffys new licensed dress up range of Judith Kerr costumes is available now. The classic storybook characters, including Mog The Cat and The Tiger Who Came To Tea, will be a hit all year round for imaginative play and book themed events. The deluxe all-in-one costumes feature embroidered logos and plush character headpieces. Available to order now.

Tel: 0800 590599 www.smiffys.com

RUBIES DISGUISE

This Red Power Ranger costume will help little ones Morph into their favorite ranger. The costume features a muscle jumpsuit with a muscle torso soft headpiece and attached belt. Sizes available range from aged two, to aged six.

Tel: 001 877 8752557 www.disguise.com

DISGUISE

Tiny heroes will love dressing up in these new Red Ranger Dino Fury Toddler Muscle costumes. This costume has it all - it’s cool, tough, and comfortable to wear. The costume features a full muscle jumpsuit with a foam belt and dimensional metallic buckle. It’s detailed with sublimated art throughout. The costume also comes with a soft, foam Red Ranger mask.

Tel: 001 877 8752557 www.disguise.com

Rubies’ new range of Sesame Street costumes will delight and inspire all audiences. Featuring the iconic furry friends, Elmo and the Cookie Monster in infant, toddler and adult sizes. The kids costumes feature a soft fleece jumpsuit and matching headpiece whilst the adult range consists of a fleece onesie. Available from this August.

Tel: 01491 826500 www.rubiesuk.com

HIPPYCHICK

The latest products available from Hippychick

CLASSIC WORLD LITTLE FOREST STACKING RINGS

A beautifully sustainable new wooden toy from Classic World, the Little Forest Stacking Rings. The perfect toy to teach little ones all about the environment whilst developing their hand-eye coordination. Hours of fun with this traditional stacking toy.

NATTOU PIU PIU

The famous octopus, designed to comfort premature babies as the tentacles remind them of the umbilical cord, is now available in four new stunning colours. The latest cuddly characters from Nattou are guaranteed to soothe little ones with the calming, yet completely on trend colourways.

CLASSIC WORLD ROBOT WALKER

The coolest walker around, brand new from Classic World. Stand out from the crowd with this incredibly quirky walker, equipped with lots of features to keep little ones entertained for hours. Xylophones, shape sorters, mirrors and adjustable arms, children are mesmerised whilst learning at the same time.

CLASSIC WORLD TOUCAN MUSIC SET

After the success of the previous Classic World Music Set, it has been reinvented with bright, eye-catching colours and new educational elements. Children will have hours of fun with this six piece wooden music set. Included is a flute, xylophone, tambourine and castanets – fun for the entire family.

NATTOU SILICONE TABLEWARE SET

Something a little bit different from Nattou are these three silicone tableware sets. The beautiful on trend colourways will make the perfect edition to any weaning, or tableware collection. Not only do they look good, but they are also incredibly practical. The fourpiece set comes with a plate with suction base, a bowl, a cup and a spoon. Everything needed to kick start that weaning journey.

ON WITH

Cranmore Park will be welcoming the preschool industry back in July, with INDX Kidswear one of the first trade shows to take place since the start of the pandemic. PPS catches up with show organiser, Varsha Chohan, to find out more about the preparations.

THE SHOW

The landscape has been bare of trade shows since the very early months of 2020, but this summer will start to see the preschool industry slowly returning to in-person events. One of the first shows out of the blocks will be INDX Kidswear, which is due to take place at Cranmore Park on 4-5 July.

“The last INDX Kidswear show was held in February 2020 – and coincided with the worst storm to hit the UK in a decade,” event sales and business development manager, Varsha Chohan tells PPS. “Regardless of the weather conditions, many of the brands reported brisk order writing and a very busy couple of days. The buyers that braved the weather had made an essential journey and came with the intent to place orders. The event utilised all four showrooms and had over 200 brands on offer.”

By contrast, at the time of writing, Varsha and her team were busy planning maximum capacity for each of the showrooms based on the government guidance from 17 May, and hoping for restrictions to have been fully relaxed by the time of the show in July.

“With the restrictions and uncertainty this year, the planning time for this event has been much tighter than in a normal year,” says Varsha. “Registration has opened [in mid-May] and we were encouraged by the number of visitors who have reserved their spot. Over the coming weeks the event will be marketed to the buyers and advertised with our partner publications.” 80 brands will be attending the show including many of the names which INDX Kidswear buyers have come to expect such as Chipmunk, Kite, Steiff, Lilly & Sid, A Dee and Bowtique.

In addition, newcomers to the show this year will include Pan

Above: 80 brands will be attending the INDX Kidswear show, with many familiar names to buyers among them. Right: Varsha Chohan, event sales and business development manager at AIS. Con Chocolate, Pex, Eddy Kids, Deolinda, Pompetitpom, Allegra e Gastone, Viking Footwear and hair accessories brand, Verity Jones. There certainly sounds like there will be plenty to see and buyers are no doubt champing at the bit to get back to seeing product in-person. Varsha is also keen to stress that the key message is that the health and wellbeing of all the show’s visitors and staff remains the top priority. “We are fortunate that our venue, Cranmore Park, is our own purpose-built exhibition space and as such we can respond quickly to any changes in INDX KIDSWEAR: NEED TO KNOW government regulations and When: Sunday 4 July 9am-6pm and Monday 5 July 9am-5pm event industry guidelines,” she offers. “We’d like to reassure anyone wishing to Where: Cranmore Park Conference & Event Centre, visit the show that we will Shirley, Solihull, West Midlands B90 4LF be employing all the latest Website: www.indxshows.co.uk/indx-fashion/ measures and restrictions kidswear/kidswear to keep everyone safe and Email: kidswear@indxshows.co.uk that while we may look a Buyers are required to pre-register by following the little different, visitors will simple online process: https://www.indxshows.co.uk/ still receive the same warm indx-fashion/kidswear/registration welcome they’re used to.”

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WHAT’S NEW

BABY JOGGER

This summer Baby Jogger is launching exciting new fashions, with improved fabrics across its City Mini 2 and City Mini GT2 stroller range. The new fashion range will cover the City Mini 2 in Opulent; the City Mini GT2 in Opulent Black, Stone Grey and Brick Mahogany; the City Mini 2 Double in Stone Grey and the City Mini GT2 Double in Opulent Black. This will be supported by new imagery and a digital campaign.

Tel: 0800 4148502 www.babyjogger.eu

RED KITE

The Push Me Pace Blush has been developed after listening to customer demand and is the latest addition to the popular Push Me Pace Travel System range from Red Kite. The new addition has a gun metal finish frame, soft grey leatherette on the bumper and handles, and a luxury blush pink fabric to finish. It also has multi lie back positions, soft padded seat liners, front aprons, a 2-in-1 stroller seat and a carry cot, a Group 0+ car seat and an optional IsoFix base.

Tel: 01454 326555 www.redkitebaby.co.uk BEBELEPHANT

Nupeaa’s all new Bottle Warmer Active is a portable, wireless and compact bottle warmer that warms a bottle in as little as four minutes anywhere, anytime and is compatible with most bottle brands in the market.The Bottle Warmer Active heats liquid to the perfect temperature every time, with three temperature settings to choose from while preserving all the nutrients in the milk through an innovatively designed antibacterial stainless steel heating plate. Available from bébélephant.

Tel: 0208 82021467 www.bebelephant.com HALILIT

Babies will be delighted by Taf Toys’ new Wonder Tissue Box – a fascinating ‘peek-a-boo’ box where they can hide and pull out an assortment of sensory delights. Complete with eight colourful organza squares and two crinkle blankies, the Taf Toys Tissue Wonder Box is ideal for babies who are starting to sit up, to aid them in developing their motor skills and understanding.

Tel: 01254 872454 www.halilit.co.uk

ICKLE BUBBA

Ickle Bubba introduces the Eclipse pushchair, available in three bundles - the 2-in-1, the all-in-one and the isofix bundle. The latest collection is the perfect choice for new families, especially those with a preschooler already in tow. Whilst the littlest ones are safely cosied up, their big brother, or sister can hop on board the built-in Ickle Bubba Board and enjoy the ride. The Eclipse All-In-One Travel System includes the carrycot, pushchair, car seat and the Isofix base as well.

Tel: 01554 707022 www.icklebubba.com

WHAT’S NEW

ICKLE BUBBA

The new Snowdon collection from Ickle Bubba embraces traditional sleigh detailing and includes thoughtful design details, such as soft close doors and lots of storage options - this collection is a beautiful choice for any nursery. The range includes two size cot bed options, a wardrobe and a chest of drawers / changer. The Mini Cot Bed can be converted into four different options, including a daybed and a toddler bed, while the Classic Cot includes multiple height positions and a toddler bed option too.

Tel: 01554 707022 www.icklebubba.com

RAVENSBURGER

Youngsters will have fun learning the alphabet with this 30 piece puzzle. Pieces show animals, people or items most children will recognise, and the simple layout makes it easier to associate objects with their starting letter or word. Letters and words are styled so children will recognise when they start nursery or school, and each object is phonetically correct. Supports Early Years Foundation Syllabus guidelines and helps to build a child’s confidence and knowledge.

Tel: 01869 363842 www.ravensburger.com BUNDLEBEAN

Keep little ones dry during every spring shower, during a staycation, or day out, with BundleBean’s lightweight toddler Ponchos. Easily to fold away and perfect for popping in the car, or base of the pushchair, one size comfortably fits toddlers aged from two to four years. The unisex, bold prints, including the new SS21 bright Seagull or classic Grey Elephant, are sure to have little ones splashing in puddles in no time at all! With this year’s family holiday being closer to home for most, the Toddler Poncho will be an essential for the very British summer weather.

Tel: 0203 7957225 www.bundlebean.com CYBEX

CYBEX has launched its latest fashion collection, Simply Flowers. The collection exudes luxury, fashion and craftmanship of the highest quality, whilst making a feminine and romantic statement. The Priam and Mios strollers, Cloud Z i-Size infant car seat, footmuff and changing bag are all decorated with perfectly placed petals and unique blossoms which have been created using a laser cut technique. It’s available in three modern colours: pale blush, nude beige and dream grey.

Tel: 0207 4264938 www.cybex-online.com

LITTLECONCEPTS

Brooklyn based Candylab’s newest product in the Americana series is the Longhorn Sierra. Produced from solid beech wood, the new truck comes in a stunning autumnal colourway which is inspired by the Sierra Nevada mountain range in the Western USA. Also available in two other colour variations. Available from LittleCONCEPTS.

Tel: 07870 132595 www.littleconcepts.co.uk

• Grow-along wooden highchair from 6 monthsGrow-along wooden highchair from 6 months • Usable from birth with Alpha BouncerUsable from birth with Alpha Bouncer • Sustainably Sourced European Beech WoodSustainably Sourced European Beech Wood • Height-adjustable seat and foot plateHeight-adjustable seat and foot plate • Grow-along wooden highchair from 6 months• Stable & Secure Base to Support Your Little OnesStable & Secure Base to Support Your Little Ones • Usable from birth with Alpha Bouncer• Usable up to 90 kgUsable up to 90 kg • Sustainably Sourced European Beech Wood • Height-adjustable seat and foot plate • Stable & Secure Base to Support Your Little Ones • Usable up to 90 kg

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