Progressive Preschool May/June 2022 by Max Publishing: Print, Digital Media + Events (London)

The B2B Publication For Preschool Products and Retailers

ISSUE 57 MAY/JUNE 2022

Ne New! w!

Meet the Toniebox! Meet the Toniebox!

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PreschoolNews Advert 165 x 245_Layout 1 04/01/2018 16:20 Page 1

LEADER

MAY/JUNE 2022

THIS MONTH Follow us at:

@Prog_Preschool

PreschoolNews Advert 165 x 245_Layout 1 04/01/2018 16:20 Page 1

@Prog_Preschool

PreschoolNews.net is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this Above: The travel industry is reporting a boom in sales as consumers plan long-awaited trips. new website and e-newsflash portal will provide thejust very latest news, views, and So far, it seems that sales are aving turned fairly steady, with most reporting calendar to May, analysistheacross the preschool product a good start to the year. Almost there is currently a and retail unanimously, however, the indies host sector. of preschool

told us that price is by far the suppliers finalising their plans number one factor affecting for the much-awaited return of Launching an unrivalled email at the moment, as buying decisions the Toymaster May with Show from 16-18 May in Harrogate, subscriber baseasofwe12,087consumers readers,look a to make their cash go further. Therefore retail offerings write this. twice weekly newsflash will landplanned with this in mind are being A key date for independent to provide a value driven range. retailers and suppliers alike, the directly in the inboxes of everyone While there is no doubt that it’s Toymaster Show had to be postponed inlast this industry. a worrying time for all industries, for the twofast-paced years due to Covid it seems the preschool sector has restrictions, so the industry hugely A modern, easyisto navigate a glimmer of hope for sales as we looking forward to gathering back at website willall-important provide a central enter the holiday planning season. the Majestic for those purse strings needing to face-to-face meetings. resource for the trade too, Despite offering be tightened, the travel industry The suppliers we spoke to for the news, in-depth anis reporting industry a boom in sales as preview feature in this issue,articles, said consumers plan long-awaited family the interaction they have withanalysis, indies jobs board, retail digital issues of trips away this summer. Bookings at the show is vital to their business Progressive Preschool, much muchandmore. of both staycations holidays and provides a invaluable insight into and current trading and consumer habits, abroad are seeing an increase, enabling them to better plan their Below: The and awards doTheaToymaster greatShow jobreturns in this May, ranges and magazine support those retailers. after being postponed for the last two years. From a widerthe perspective, joining dots between toy, nursery, gift, consumer confidence in general apparel, publishing, is at an all-time low, according to and of course licensing recent figures, with budgets being and this digital offering will further enhance stretched more than many of us our position as a trade media partner that can remember. We caught up with someoffers preschool indies in thisresponse issue’s a tangible to advertising industry round table to find out how investment. that is affecting business.

Max Publishing Ltd, United House, PreschoRoad, olNews.net isLondon the new online N7 9DP North resource for the preschool product and retail sector. From the publishers of Progressive T: 020 7700 6740 F: 020 7607 6411 Preschool Magazine and the organisers of the Progressive Preschool Awards, this www.max-publishing.co.uk new website and e-newsflash portal will provide the very latest news, views, and

analysis across the preschool product Copyright 2021. Whilst every effort has been made and retail sector. to ensure the information in this magazine was Launching with an unrivalled email correct atbase theof 12,087 timereaders, of going to press, the publishers subscriber a twice weekly newsflash will land cannot legal liability for any errors or directlyaccept in the inboxes of everyone in this fast-paced omissions, norindustry. can they accept responsibility for A modern, easy to navigate the website standing of aadvertisers nor any organisation will provide central resource for the trade too, offering mentioned in the text. Views of contributors do not news, in-depth articles, an industry jobs board, retail analysis, digital issues necessarily reflect those ofof the publishers. Progressive Preschool, and much much more.

ISSN 2515-8570

The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensing and this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.

All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.

PreschoolNews.net is published by preschool sector experts, for preschool trade experts.

offering a valuable sales opportunity for the preschool sector, as parents prepare to take little ones away, Preschoolnews.net by preschool sector experts… many for theis published first time. Looking beyond the summer, there is some big excitement from the Max Publishing team, as we plan for the tenth annual Progressive Preschool Awards in the new venue of the Royal Lancaster London. For 2022, the awards will include some new categories, including the Eco Award, as well as expanded categories with accolades for Best Licensed Toy Range (12m+) and Best Non-Licensed Toy Range (12m+), while the mobility sector has also been strengthened with the introduction of Best Wheeled Goods and Best Car Seat. Entries are free and are Allopen advertising on the now via the website – website is progressivepreschoolawards.co.uk/ duplicated to each and every enter – until the closing date of 3 newsflash, July 2022. giving advertisers In the meantime, we hope to see huge visibility and direct impact many of you on the show floor toinretail buyers. Harrogate. ADVERTISING AND COMMERCIAL:

EDITORIAL AND CONTENT:

Jo Pilcher jop@max-publishing.co.uk

Jacqui Parr jacquip@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk

Sam Loveday saml@max-publishing.co.uk

PrThe escProgressive hoolNews.net is published Team byPreschool preschool sector experts, for Samantha Loveday, Rob Willis, Jo Pilcher andtrade Katie Roberts-Mason. preschool experts.

For the latest news visit PreschoolNews.net

03 ADVERTISING AND COMMERCIAL:

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EDITORIAL AND CONTENT:

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CONTENTS 28

06 NTheews latest updates from across

the preschool industry.

Focus: The return of 33 Ethevent Toymaster May Show

11 GfK A look at the stroller product

rogressive Preschool 42 PAwards 2022:

category and how it is bouncing back after the pandemic.

arents Insights 13 PHow the decision making power is shifting within the family dynamic.

ndustry Roundtable 14 IFive independent retailers

discuss how 2022 is going so far, the balance between online and in-store and their hopes for the remainder of the year.

Guest Columnist Helena Mansell-Stopher, founder of Products of Change, on how the preschool sector can lead in transforming the way business operates when it comes to sustainability.

Focus: A look ahead 23 Etovent SILC & Brand & Licensing Innovation Summit

The Big Interview: Blues Group

What you need to know

Sector Focus: Games & Puzzles

WHAT'S INSIDE

Meet The Team

Rob Willis robw@max-publishing.co.uk

Samantha Loveday saml@max-publishing.co.uk

Jo Pilcher jop@max-publishing.co.uk

ector Focus: 53 SDress-up & Parties The Big Interview: 58 Disguise ector Focus: 61 STravel & Holiday

Event Focus: INDX Kidswear

Katie Roberts-Mason katierm@max-publishing.co.uk

Profile 69 Executive Michelle Fox, senior national account manager, Golden Bear Toys in the hotseat.

Retailer in Numbers 75 We find out more about Piccola in Brentwood.

Gary Freeman garyf@thisismethod.co.uk

For the latest news visit PreschoolNews.net

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06/05/2022 10:34

NEWS TOP STORY

Consumers return to in-store shopping in 2022, say preschool retailers

ow that restrictions have been lifted post-pandemic, retailers in the preschool space are seeing a rise in numbers of shoppers in-store. Despite sales moving online while non-essential stores were closed during the pandemic, retail business owners have told PPS that they have seen in-store shopping return to more normal levels during the first quarter of 2022. Susannah Irving, associate

director of Bumpstart Baby Shop, commented: “We’re definitely seeing people return to in-store shopping en masse. Internet sales continue to tick along, but the in-store experience wins for our customers on the whole.” Yas Ali, director of Babyland Fife, agreed: “People look online then come in-store, we are a large destination store so it’s always about getting feet through the door for us. People craved the in-store shopping experience and I think it’s appreciated more.

Saturdays have gone back to being busy, whereas the last few years had seen the week quite level and weekends just being another day.” Caroline Pizzey, owner of Little Poppets, has enjoyed a loyal customer base throughout. She explained: “We have luckily not had any problems with customers ‘disappearing’ during the pandemic as our customers continued to support the store via virtual appointments and purchasing direct from the website. Since the store has re-opened completely we

Cybex opens flagship store in Amsterdam

Cybex has opened a new Amsterdam boutique, created to reflect its core principles of luxurious functionality and modern design, while attracting clients to interact with the product assortment.

The second European store is set on two floors and measures over 185m2, showcasing the complete Cybex range and offering an unparalleled shopping experience Extending from the lifestyle and fashion collaborations with designer Jeremy Scott and musician DJ Khaled, to the Platinum range, including the PRIAM and MIOS strollers, the store also highlights the awardwinning car seat and the Lemo chair, along with a set of items created by Dutch design icon, Marcel Wanders. In synergy with Amsterdam’s cycling and outdoor culture, the store displays the newest sports category, including multisport strollers for modern and active families.

Symbolising an evolution in the brand’s retail development and a new approach to shopping, the Amsterdam flagship also provides a variety of services, including a VIP area offering premium one-to-one appointments and a customisation atelier for clients wanting to create their ideal products. Martin Pos, founder of Cybex, said: “The opening of our Amsterdam boutique represents an important milestone for Cybex as part of our strategic efforts to strengthen our roots in Europe. Following our opening in Prague in 2020, we are delighted to offer our clients the opportunity to engage in our brand experience and look forward to the continuing growth of our vision.”

Left: The opening of the store represents an important milestone for Cybex as it strengthens its roots in Europe.

For the latest news visit PreschoolNews.net

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KEEPING YOU UP TO DATE WITH THE LATEST STORIES

Above: Julie Logan

Above: Susannah Irving

have continued to grow.” Others are reporting a return to bricks and mortar sales, while online shopping also remains strong. Julie Logan, owner of The Olive Branch Toy Shop, said: “Our website continues to take orders both for local collection and UK wide delivery although we have

Above: Caroline Pizzey

noticed a trend towards in-store shopping once more. “Being located in the heart of a thriving village community, we really missed chatting to people, face-to-face. Now, we are delighted to be catching up on everybody’s news and meeting new arrivals. We know that our customers are

Above: Yas Ali

all at a different point with Covid confidence so as staff, we have made the decision to keep wearing our visors, making hand sanitiser available and using a screen at the check-out to reassure our visitors.” To read more feedback from indie retailers in our round table, turn to pages 14-17.

Industry readies for return of Toymaster May Show Following two years of cancelled events due to the ongoing Covid restrictions, the Toymaster May show is set to return to its Harrogate home this month. The popular event will take place from 17-19 May at the Majestic Hotel and all stands have been filled, with over 100 suppliers exhibiting. Brian McLaughlin, development manager at Toymaster, commented: “The whole Toymaster team are looking forward to welcoming all visitors to the show. There are over 100 suppliers exhibiting their ranges so there will be a full variety to suit the needs of all retailers attending.” He continued: “The May Show is open to all independent toy retailers in the UK and Ireland, whether they are a member of Toymaster or not. For any independents who are interested in attending more details, plus a registration

form, can be found at www. toymastermayshow.co.uk.” Suppliers are readying new ranges to exhibit at the show. Sam Ireland, operations director, Bigjigs Toys, commented: “The Toymaster show is one of the highlights of the toy calendar, this year is no different. We have a number of lines in the Toymaster catalogue this year, including the HUGE hit range Nee Doh. Look forward to seeing you all there.”

Caroline Masson, head of brand and marketing EMEA at Rubies, added: “Rubies can’t wait to exhibit their strong 365 range, bolstered by exciting new releases. With the addition of Kidrobot plushies, this year at Toymaster looks to be bigger and better than ever. On top of all this, Rubies will also be showcasing their brand new sustainable range of costumes.” Casdon Toys is looking forward to presenting a new licence. A spokesperson for the company said: “Casdon Toys will be attending the show, highlighting exciting new products. A major focus during the show will be the new licence joining the portfolio – Joseph Joseph. Casdon will be launching six products in the range designed and officially licensed to look just like the real thing.” Left: Over 100 suppliers will be exhibiting at The Majestic Hotel.

For the latest news visit PreschoolNews.net

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NEWS

KEEPING YOU UP TO DATE WITH THE LATEST STORIES

TOP STORY

Next invests in JoJo Maman Bébé

ext and a group of finance companies have bought boutique baby goods retailer, JoJo Maman Bébé. The high street giant – which became the franchise partner for Gap in the UK and Eire in September 2021 – has taken on 44% of the company’s shares,

with the other 56% acquired by investment companies managed or advised by hedge fund, Davidson Kempner. Founder Laura Tenison will leave the business she founded almost 30 years ago, with current commercial director Gwynn Milligan taking over as chief executive.

JoJo Maman Bébé’s 87 bricks and mortar stores across the UK will continue trading. Next will also make a £16.3 million investment in the brand using its own cash. It is planning to keep the JoJo brand distinct and grow the business globally using its online shopping infrastructure – such as warehousing and software – supporting JoJo’s physical shops and ecommerce. It is currently unclear if JoJo product will be sold in Next stores. “We are excited to see what can be achieved through the combination of JoJo’s exceptional product with Next’s infrastructure and Davidson Kempner as our investment partner,” commented Simon Wolfson, chief executive at Next.

Toddle tames the Dragons Preschool skincare brand, Toddle, has secured investment from Dragons’ Den. An impressive pitch saw ex RAF servicewoman Hannah Saunders receive three offers of investment from Deborah Meaden, Steven Bartlett and Sara Davies. The pitch ended with Hannah accepting investment of £60,000 from Steven and Deborah. Hannah commented: “The Dragons have been so

helpful. The deal went through and I speak with them or their teams weekly. “They have been helping with retail, the website (increasing conversions, life time order value and repeat purchases), our mail campaign, socials and introducing us to influencers and celebs. They’ve been amazing. The expertise is incredible, and they obviously want the best for our company, so if they see anything that needs improving they’ll say, which is so valuable.” Having left the RAF and become a mum in 2014, Hannah couldn’t find products that would protect her son’s skin when he was on adventures with her, so she began making her own lip balm in her kitchen. This idea then grew to the point where she launched Toddle Born Wild in 2020 to provide vegan skincare options for under threes such as Dribbleproof Lip Balm, Alcohol Free hand sanitiser, and the world’s first Probiotic Hand Gel. The company now offers 13 skus, is stocked in a number of retailers and since launch has made £194,000. In the Den, Hannah said: “The way I’m looking at it at the moment is for year one, year two, it’s not about profit, is about growth. I want to be a £10 to 20 million company, not a £1 or £2 million company. I’m not doing this as a lifestyle business.” Left: Hannah made an emotional pitch in the Den for investment in her skincare brand for little adventurers

For the latest news visit PreschoolNews.net

09 PPS News.indd 3

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30/04/2022 21:05

RESEARCH

GfK’s client solutions consultant, Emma Wade, takes a look at the stroller product category and how it is bouncing back after the pandemic.

ON A STROLL

s suspected, 2022 is proving financially trying for many and that is no exception when looking at the baby care market. With inflation running at its highest for 30 years and energy prices driving up the cost of production, this has caused many retailers and brands to raise their prices. It has been feared this was going to drive away customers, but at the end of the first quarter of the year, many baby care product areas are managing to hold their ground. When looking at volume sales for the first quarter the total baby care market grew 1% when compared to the same period in 2021. However, when we look at value this is where we start seeing the impact of those price rises as in the same period the market grew by 30%. That extreme growth translates over to the average price of a baby care product as this grew by 29%. When we start looking at individual product areas there are some categories that have outperformed like Strollers.

restrictions in place it meant that people weren’t travelling as much and the need for strollers disappeared. However, with the world opening back up parents once again need strollers, leading to growth for this category. In the first three months of the year, we saw volume sales grow by 45% outperforming the rest of the baby care market versus the same period last year. Value was also up by 75% reflecting the rise in prices we are seeing. However, when we compare this to the pre-pandemic market of Q1 2020, we see a different story. Volume was down 12% and value down 4%. So, how much has the price increased on a stroller? In the first quarter of the year the price grew by 21%, however, prices during the 2021 lockdown period were low in comparison to 2020. When we compare against 2020 instead, the average price in 2022 is 10% higher. When looking in-depth at these price rises, we see all types of strollers saw a price increase. The price increase also did not suddenly happen, and it has been a gradual increase over the last 12 months. If we switch to look at the premium end of the stroller market at £1,000+,

LET’S TALK STROLLERS Strollers was an area that had been hit hard during the pandemic. With several lockdowns and travel

Strollers outperformed in the first quarter of 2022 after a rough start in 2021 Great Britain – Baby Care Volume Growth of Quarter 1 (Jan-Mar) 2022 vs 2021

Average price of a Babycare product

98%

grew

+29% In the first quarter of 2022, compared to the same period in 2021. For strollers average price grew

+21%

1% Total Babycare Market

45% Strollers

Strollers over £1,000

Value Growth of Quarter 1 (Jan-Mar) 2022 vs 2021

Compared to 2021 and

+10% Compared to 2020.

111% 75% 30% Total Babycare Market

Strollers

Strollers over £1,000

GfK GB PoS Data. All figures in value GBP.

GfK ©©GfK

*Baby Care tracked categories: Car Seats, Highchairs, Stollers, Bottles & Teats, Soothers, Teethers, Baby Tableware, Bottle Warmers & Sterilisers and Breast Feeding.

this has continued to grow over the last three years - in the latest quarter volume alone grew 98% on 2021 and 60% on 2020 (value was up 111% on 2021 and 74% on 2020). The move to premium during the pandemic was partly because people had more disposal income so could spend a little bit more. As we have moved into 2022 premium is still performing well which may be surprising. However, with sustainability issues and the ‘buy once, buy well’ mindset becoming more important to consumers, they are willing to trade up if they know the product they are investing in is both more sustainable and durable. Today’s consumers don’t want to buy a product that is going to need replacing within a few months of purchase. Another key draw of a stroller and more premium end strollers is that sometimes they will be bundled with attachments like Car Seats and Carry Cots which boosts the appeal as now consumers don’t need to separately purchase those items. Looking forward into 2022, the premium end of the market for strollers has a high chance of surviving with stable sales as those that can afford these prices are not being hit as hard by the current squeeze on the costs of living as those on mid to low incomes and will still prioritise having the ‘best for their baby’. This won’t just be the case for strollers though as many product areas in baby care are likely to see the same sort of trends. More essential products like bottles or soothers are unlikely to see big drops in value or volume that other categories will. What we may see is those who were buying in the mid to lower price bands may move over to buying second hand rather than new.

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RESEARCH Left: Nick Richardson, ceo and founder, The Insights Family.

WHY KIDS HOLD THE KEY TO HOUSEHOLD DECISION MAKING The Insights Family highlights how the decision making power is shifting within the family dynamic.

he need to consider the family in today’s marketplace is becoming ever more crucial. Brands have to appeal to parents and kids and also understand how these relationships function together. Over the last 12 months, Kids Insights data has shown that decisionmaking power is shifting within the family dynamic. 57% of parents in the UK with kids aged 1-3 agree that their child influences which household essentials they purchase. As preschoolers gain more ground in family decisions, it is important for brands to understand how to appeal to younger consumers. A range of interactions, preferences and behaviours all combine to form a household that is always switched on. This requires a broad set of demands which need to be catered for across an ever-growing number of touchpoints. Building appeal across the family means increasing the likelihood that brand advocacy will be passed down the generations and shared to other friends and family.

Families aren’t just getting smarter, they’re getting more democratic too. The Insights Family’s real-time data portal measures both kids and parents’ influence over a number of different categories: everything from books to TV subscriptions. We see the influence of preschoolers in particular grow across the board when comparing 2020 and 2021 year on year. As kids become more central in family decisions, we see a shift away from the more traditional habit of parents making decisions. INDIRECT INFLUENCE The sway kids have when it comes to purchasing power can be well understood when it comes to more kid relevant products such as toys and board games. In Europe, 82% of parents with kids aged 1-6 say that their child influences what toys they buy. Moving outside of these more conventional ‘kid friendly’ sectors, we see a kind of more indirect influence coming into play from preschoolers. Parents are implicitly considering the wants and needs of the very youngest

children when deciding what to purchase. This has increased among parents in the UK in the case of ‘larger’ household decisions such as smartphones (+14%), kitchen appliances (+13%) and new cars (+10%). There has also been some significant increases in kid influence over luxury purchases. For example, over the last six months, more parents with kids aged 3-5 report that their preschoolers influence decisions concerning treats (+12%), restaurants (+10%) and holidays (+10%). At a global level, the economy, finances and money make up three of the top five biggest concerns within the family space on average. As expenditure occupies a huge space in family decisions, it makes sense that parents are looking to appease their kids as well as themselves. When it comes to these non-essential purchases, parents are likely to lean more on their children for input as they look to treat them and create memories together. As kids become more influential from a younger age, the family must be considered as a whole, with parents making purchase decisions on behalf of all family members. Understanding the attitudes, behaviours and consumption patterns of young consumers will ensure that brands can appeal to kids and carve a space for themselves in the family ecosystem. The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviours and consumption patterns. Kids Insights surveys 7,780 children every week aged 3-18. Parents Insights surveys more than 3,800 parents of children between the ages of 1 and 16 every week. Both services operate in 22 countries across six continents and in total survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds. Download your free copy here: get.theinsightsfamily.com/ familyreport2022.

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05/05/2022 18:21

INDUSTRY ROUNDTABLE

FROM THE HIGH STREET

PPS invites four indie retailers from the preschool sector - Julie Logan, owner, The Olive Branch Toy Shop; Susannah Irving, associate director, Bumpstart Baby Shop; Caroline Pizzey, owner of Little Poppets and Yas Ali, director of Babyland Fife – to discuss how 2022 is going so far, finding the balance between online and instore, what’s driving consumers’ purchasing decisions and their hopes for the remainder of the year.

Susannah Irving

Caroline Pizzey

Yas Ali

Susannah: “We’ve had a good first quarter, appointments are still popular at weekends but we are also taking walk-ins now which is really boosting sales.”

HOW HAS 2022 BEEN FOR YOU SO FAR? Yas: “2022 thus far has been a mixed bag. Different obviously compared to the last couple of years; we've seen a return to 'normality' and I'm not sure I like it.” Julie: “We are pleased to welcome in a more ‘normal’ spring in the shop with steady sales, returning to pre-pandemic levels. Online sales have been more patchy, but we remain optimistic that upgrades to our website over the spring months will put us in a great position for later in the year. It’s tough for small businesses at present and we are truly grateful to our loyal customers and those who actively seek out local, independent stores. We really do dance a happy dance at the end of a great day.” Below: The Olive Branch has seen a growing trend for multi sensory toys for preschool children.

Julie Logan

Caroline: “We have had a great 2022 so far. We have noticed that we haven’t had the same peaks and troughs like previous years but more of a steady constant flow which has been great.” ARE YOU FINDING THAT CONSUMERS ARE NOW RETURNING TO STORES, OR IS THE LOCKDOWN TREND FOR ONLINE SHOPPING CONTINUING? Caroline: “We have luckily not had any problems with customers ‘disappearing’ during the pandemic as our customers continued to support the store via virtual appointments and purchasing direct from the website. Since the store has re-opened completely we have continued to grow.” Susannah: “We’re definitely seeing people return to in-store shopping en masse. Internet sales continue to tick along, but the in-store experience wins for our customers on the whole.” Yas: “Again a mixed bag, people look online then come in-store; we are a large destination store so it’s always about getting feet through the door for us. People craved the in-store shopping

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06/05/2022 11:09

INDUSTRY ROUNDTABLE experience and I think it’s appreciated more. Saturdays have gone back to being busy, whereas the last few years had seen the week quite level and weekends just being another day.”

Sales of higher value items have definitely slowed down, average spend per person has reduced and our customers are increasingly looking for great value in the gifts they choose. We endeavour to keep our prices as low as possible to help our customers, but it is inevitable that costs across the board are rising. As such, we continue to work closely with our trusted suppliers to create collections with plenty of choice at lower and medium price points.”

Julie: “Our website continues to take orders both for local collection and UK wide delivery although we have noticed a trend towards in-store shopping once more. Being located in the heart of a thriving village community, we really missed chatting to people, face-to-face. Now, we are delighted to be catching up on everybody’s news and meeting new arrivals. We know that our customers are all at a different point with Covid confidence so as staff, we have made the decision to keep wearing our visors, making hand sanitiser available and using a screen at the check-out to reassure our visitors.”

Caroline: “We are very lucky to be within an affluent area so this hasn’t yet affected us with having to look at pricing, however we have seen a huge increase in customers wanting to purchase ‘bundles’. So we have had to do package prices as they want one price for everything needed.”

DID THE EASTER BREAK PROVIDE A BOOST FOR SALES? Julie: “Easter has been a mixed offering for us. Some products have certainly been popular including Easter themed books and activities plus gifts for inspiring outdoor play and exploring in nature. But with varied school holidays in the local area and a general feeling of pressure on the cost of living over the last month or so, the Easter period has been quite unpredictable.” Caroline: “We decided to close for the Easter Weekend as we spent the four days in Disneyland with our three young boys and let the staff do the same with their families. Over that weekend we launched our exclusive egg2 colourway ‘Stealth’ which as you can imagine caused a huge stir on our social media and website.”

Yas: “Pricing has always been a key consideration, none of the current events and situations have made it any worse, it was always the prime factor. This may be different in largely affluent areas, but for our customers its always been about getting as much as possible for their money - we try our best to secure the best deals and run as competitive prices as we can to accommodate this.” IS THE SUSTAINABILITY OF PRODUCTS BECOMING MORE IMPORTANT FOR CONSUMERS WHEN MAKING BUYING DECISIONS? Yas: “Nothing is more important than the Benjamins [cost].” Julie: “Sustainability continues to be a buzz word for us. Our customers increasingly seek out products

Yas: “Easter break was not great for sales, people who have been desperate to get away, got away and we cannot blame them. The weather was nice and it was chill.” Susannah: “Yes, we’ve had a couple of good weeks while people have been off work and taking holiday. It has been lovely to have a bit more of a buzz about the place during the weekdays.” WITH BUDGETS UNDER CONTINUING PRESSURE, ARE YOU FINDING THAT PRICE IS BECOMING MORE OF A KEY CONSIDERATION WHEN YOU’RE SELECTING PRODUCTS AND FOR CONSUMERS WHEN CHOOSING ITEMS? Susannah: “100%. We’ve always strived to cater to most budgets, but now we are really focussed on expanding our offer at more affordable price points. We will also continue to offer additional value through offering payment plans, storage, delivery and more.“ Julie: “We are very aware of the rising costs and the squeezing of family budgets at the moment.

Above: Bumpstart Baby is responding to the increasing pressure on budgets by increasing its offer at more affordable price points.

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INDUSTRY ROUNDTABLE made in eco-friendly, responsible and ethical ways. But equally, the prices of many sustainable products have also risen, in some cases by as much as 15-20%. Finding an ‘ethically sourced’ toy that is also sustainable in terms of its durability and price, whilst still packing in plenty of great play opportunities is becoming quite a challenge. And that’s where our team of dedicated, knowledgeable and fun-loving staff step in to source and test brilliant eco-friendly toys at affordable prices.” Susannah: “We are pleased to see the brands we work with introducing more sustainably sourced and recycled materials to their products. Concepts like reduced and recyclable packaging, product recycling schemes are a great step forward for the industry, and our customers definitely want to know about them. “Whether these credentials would be the leading factor in a buying decision on the most part is arguable, but we are recognising our customers are certainly more sustainably conscious than they have been in the past.” Caroline: “Although the industry is moving towards more sustainable practices, I have not yet had this as a buying decision from a consumer as of yet.” WHAT ARE THE KEY TRENDS IN PRESCHOOL AT THE MOMENT? Susannah: “It’s holiday season, and hence we are seeing an uplift in travel and compact strollers and hot weather accessories.” Yas: “Nice fabrics and wholesome colouring seems to be quite a thing just now, with splashes of colour really becoming quite popular too.”

Yas: “Consistency would be great, a level playing field - the hardest thing is competing with our suppliers, retailers such as myself are making big decisions about who stays and goes on our shop floors, because it’s not a level playing field by any means. Brands are not known because of social media and influencers alone, they need shop floors - too many have forgotten that, and I expect I'll be taking with my shop floor with regards to who that is. The prayer is the end of hostilities in the world, as the ripple effects spare no one and it’s only going to get tighter for us and of course the end consumer.” Julie: “We are glad to be moving towards more in-store shopping once again and have worked hard to upgrade our website to provide the same great shopping experience online as we strive for in our Castle Donington store. However, we are still living in very challenging times and although those challenges may now be changing and evolving, there will still be significant hurdles to cross. The uncertainty of energy costs going forward, particularly in the autumn with Christmas shopping on the horizon, will be a worry. We will have to be very selective in our product range going forward with affordability, sustainability and developmental-value foremost in our minds. We are here to serve our customers, our local and online communities and we will always strive to do our best.” Susannah: “We hope to continue to be busy in-store, though we are sensitive to the fact that people’s budgets are being tested at the moment, so we need to be adapting and catering quickly for whatever the rest of the year may bring.”

Julie: “We are noticing a growing trend for multi-sensory toys in the pre-school sector. This generation of children were born into lockdown and the extent of the impact of restrictions on early years development is now being recognised. Parents are looking for toys that will help encourage the development of social skills, communication, speech and self-confidence. Toys that respond to children’s actions and encourage them to interact in different ways are popular. Open-ended play and a “child-centred” approach here will be key.” WHAT ARE YOUR HOPES AND EXPECTATIONS FOR THE REMAINDER OF THE YEAR? Caroline: “My hopes for the next year are that Covid doesn’t affect the containers arriving in, as we have seen an increase in pregnancies and this was a huge issue over the last couple of years. This year we have a lot of new products we are launching as a store, including our own special editions with the support of leading brands, so we are hoping this can be one of our best years yet.”

Inset: Caroline has seen a huge rise in consumers wanting to buy bundles over recent months.

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GUEST COLUMNIST

Helena Mansell-Stopher, founder and ceo of Products of Change, on how the preschool sector can lead in transforming the way business operates when it comes to sustainability.

POSITIVE CHANGE

Above: Helena Mansell-Stopher, founder and ceo, Products of Change.

- with evidence suggesting they cause more than nine in 10 sewage blockages. With consumers demanding change and retailers driving change, it’s fantastic to see the sector already manage the process as well as taking am sure this will not come as a on the path to do things differently. in to account the end of life of a surprise, but the latest piece of Then there’s Frugi, the UK’s product. You also then have to make research conducted for Products leading ethical and organic children’s sure your marketing isn’t breaking the of Change by Kids Industries clothing brand with ethics rooted Green Claims Code and Greenwash. showcases that the environment is a into the business from the beginning. Sustainability is complex, it can major concern to families and kids. Frugi uses sustainable fabrics for all be broken down into manageable In fact it’s the most important issue... products, including 100% GOTS chunks, but this is a journey we are ranging from the highest concern of certified organic cotton for plastic waste, climate change, pollution, saving endangered For businesses to survive the next 85% of its range, with the rest crafted from RPET (recycled animal species, food waste, generation, building sustainability PET bottles to yarn). Frugi protecting our oceans and seas to now boasts two wins from The saving forest from deforestation. into your brands’ DNA is a must. Queen’s Awards for Enterprise With one in three parents being recognised with awards for wanting to see more eco-friendly all going to be on for the next decade, both Sustainable Development and materials used and a whopping 92% continuously evolving our strategies. International Trade and are one of children in the US and 94% in With the next generation focused of only four companies to achieve the UK having done something to heavily on sustainability then, I cannot a double award this year. It is on a help the environment, you would think of a better sector to drive social mission to show the clothing industry think that more companies would be change through its products and that you can run a successful business increasing the speed of change within brands than that which is nurturing while being sustainable and ethical. their business. According to research it: the preschool sector. It’s so Companies such as Golden Bear, from HiPP Organis, almost three encouraging to see that here, change Lassing, Kit & Kin, Borri, Eco Rascals, quarters (72%) of parents have been is already happening. Let’s take the BigJigs, Dantoy and so many more are reprimanded by their children for latest announcement from the UK paving the way for the sector to lead in unsustainable practices. Tomorrow’s retailer Boots which has vowed to transforming the way business operates, generation is 100% committed to doing stop selling all wet wipes that contain and here at POC we are looking things different and for businesses to plastic fibres by the end of the year. forward to working more closely survive the next generation, building The pharmacy chain is one of with you to advance this change. sustainability into your brands’ the biggest sellers of wet wipes in the Products of Change is a DNA is a must. It’s not always that country, with more than 140 different membership organisation to support easy, and that’s why Products of brands stocked across skincare, baby, sustainable transformation within Change exists and is here to help. tissue and health care categories. business, with a hub that gives you After selling more than 800 million access to live workshops and events KNOWLEDGE IS POWER wet wipes last year, it now plans to such as the Sustainability in Licensing The biggest challenge facing the replace plastic-based wipes with plantConference (See pages 23 and 25 for industry is a huge knowledge gap based biodegradable alternatives. more details). We’re here to help bridge between what needs to be achieved It comes after Boots reformulated its and how. We need to transform the own-brand wipe ranges without plastic. that knowledge gap and facilitate positive and sustainable change for all. way we operate; sustainability isn’t just The Marine Conservation Society For further details please don’t about the material used but the full claims that a large proportion of the 11 hesitate to contact helena@ impact of what and how you produce, billion wet wipes used in the UK every productsofchange.com. how you source, ship and ethically year still contain some form of plastic

“

”

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EVENT FOCUS: B&LIS & SILC22

June will see two major European licensing conferences come together to offer two days of education on crucial industry issues - from sustainability to retail, the metaverse to driving social change, the ever-changing content landscape to what is required of business to be ‘future fit’. PPS takes a closer look at what to expect from Brand & Licensing Innovation Summit and Sustainability in Licensing Conference.

A MEETING

OF MINDS

he countdown is well and truly on to the uniting of two leading European licensing conferences this summer – with the Brand & Licensing Innovation Summit (B&LIS), organised by Informa Markets, and the Sustainability in Licensing Conference, presented by Products of Change, set to take place on 21 and 22 June at London’s Royal Geographical Society. The resulting multi-faceted event marks a critical date in the diary for global leaders and decisionmakers from the world of brands and consumer products to enjoy panel discussions, live Q&As and roundtables, as well as a lively networking reception on both evenings to build new connections in-person. B&LIS will kick off the two-day conference package and will spotlight retail and future trends through interactive panel discussions as it tackles next-gen topics such as NFTs,

Above: Confirmed B&LIS speakers (top row from left) Daniel Avener, Emily Fawcett, Jeremy Orriss, Ruth Golightly, Marianne James, Allana Holmes, Hannah Craggs. (Bottom row from left) Nicolas Loufrani, Helena Mansell-Stopher, Will Stewart, Sian Rider, Susan Bolsover, Jalil Rahman, Trevor George, Abi Wilson. Left: SILC will bring sustainability to the fore on 22 June.

the metaverse, the ever-changing content landscape, breakthrough licensing categories and how to maximise opportunities at retail. A raft of speakers have been confirmed from companies including Liberty, Sainsbury’s, Hasbro, Penguin Random House, The Smiley Company, Abysse Corp, Difuzed, MDR Brand Management, TrendBible, The Point.1888, KidsKnowBest, Hunter Price and Asda. “Retail disruption. Supply chain

challenges. SVOD. Metaverse. Influencers. NFTs. Representation. Changing consumer trends. Meaningful retail experiences. Our industry is going through a transformation like we’ve never seen before, all led by an increasingly complex and demanding customer,” comments Anna Knight, svp licensing at Informa Markets. “The European Brand & Licensing Innovation Summit brings together 300+ brand licensing leaders and delivers thought-provoking content and networking opportunities to help drive the industry forward and get the business insights to address some of these critical topics.”

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EVENT FOCUS: B&LIS & SILC22 Inset: The Products of Change team, Rob Hutchins and Helena Mansell-Stopher.

Anna continues: “B&LIS and SiLC share the same ethos: a desire to deliver genuinely thought-provoking, action-led content that has the power to challenge leaders and drive positive and profitable decision-making in relation to everything from product development and distribution to consumer engagement and commerce. Uniting the two events means we can create a key moment in the summer when European licensing leaders can connect, learn and share, while also saving on time and travel.” Sustainability in Licensing Conference, organised and owned by Products of Change, will make its in-person debut on 22 June, following two successful years as a virtual event. Representatives from the United Nations will join a host of confirmed speakers including the global retail powerhouse Walgreens Boots Alliance and Primark Cares by Primark. Delivering a talk on how businesses can be implementing the 17 Sustainable Development Goals within their day-to-day operations, Caroline Petit, officer in charge and deputy director of the United Nations Regional Information Centre will highlight the many ways in which the UN is partnering with businesses to drive awareness of its global framework. “We are so excited to welcome Caroline from the United Nations to the Sustainability in Licensing

Conference this year. It’s been a dream of ours to have the United Nations help convey the importance of sustainable development in business at the conference since its launch two years ago, so this is a wonderful moment for us,” said Helena Mansell-Stopher, founder and ceo of Products of Change. “It also goes to highlight the power and global influence that the licensing and retail landscape holds when it comes to the subject of sustainability in business. By heeding the message that Caroline will be delivering the licensing industry can play a key role in facilitating the positive

and sustainable transformation of business the world over.” Joining Caroline on the speaker roster will be George @ Asda’s sustainability and compliance expert Jade Snart and her colleagues Jessica Brown, design specialist and Helen Scobie, product development expert. Also taking to the stage will be Lynne Walker and Sarah Hawkins, director and manager respectively of Primark Cares; Richard Lim, ceo of Retail Economics; Elizabeth Eaves, senior sustainability engineer, quality compliance EMEA at Mattel; Lucy Murphy, director of kids content at Sky (UK and ROI); Paul Earnshaw, senior packaging manager, Tesco; Gary Pope, founder of Kids Industries; and Tanya Aston, head of sustainability, global sourcing at Walgreens Boots Alliance among others. Helena continued: “We are so proud to announce our incredible line-up of speakers and business leaders at this year’s Sustainability in Licensing Conference,” continued Helena. “We’ve got such a strong roster of inspiring leaders and pioneers in sustainability from across the landscape, we know conference attendees will be leaving charged with as much excitement to start their sustainable journeys as we are in delivering this year’s event.” Below: B&LIS will address topics ranging from the metaverse to maximising opportunities at retail.

B&LIS one day tickets are priced at £275 and can be purchased from www.brandlicensinginnovationsummit.com. SiLC one day tickets are priced at £275 and can be purchased from www. sustainabilityinlicensing.com. POC and Licensing International members can enjoy a 20% discount on these rates (non-cumulative). Alternatively, two-day tickets can be purchased from either site for the discounted rate of £525.

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INSIDE OUT TOYS To celebrate Inside Out Toy’s 10th Anniversary, the jumini Woodland Collection has been lovingly created by its in-house designer, featuring native British Wildlife characters and manufactured using FSC certified materials. A gender neutral, bold colour pallet has been chosen, allowing the natural wood to shine through. Tel: 01908 969969 www.insideouttoys.co.uk

The Eco Walking Puppets were a new launch for The Puppet Company this year with the range having almost sold out, however more stock is expected in July. The range is a Gift Of The Year 2022 finalist and is made from 100% recycled plastic bottles. Tel: 01462 446040 www.thepuppetcompany.com

ORANGE TREE TOYS Exciting new ranges for 2022 from Orange Tree Toys include Spring Garden, Emergency Services, as well some new additions to its popular Peter Rabbit collection. The collections all include some brand new concepts including board games, activity cubes, role play toys and stacking cubes. All of its products are now produced using FSC-certified wood and come in brand new, fully recyclable packaging. Tel: 01242 244500 www.orangetreetoys.com

PLUM The Plum Discovery Premium Forest Water Run is made from FSC certified sustainably sourced wood. Three levels and five individual wooden reservoirs create the run, with a hosepipe attachment which sits at the top to ensure constant water flow. Three-way water racing gates can be opened and closed to different heights to regulate flow and water direction; allowing children to race and play together. Tel: 0344 8805302 www.plumplay.co.uk

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05/05/2022 19:36

THE BIG INTERVIEW: BLUES GROUP

DRESSED FOR

SUCCESS

The Blues name has been a familiar one for many years within the children’s licensed apparel space, but there are also four other equally well-known names in its overall group, all with their own individual specialisms. PPS catches up with group md, Mike Coles, to talk design excellence, being able to adapt your business at lightning speed, top performing licences and being at the top of your game.

Above right: Mike Coles, group md, Blues Group. Inset: Mike believes that the company’s great design helps it to stand out.

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THE BIG INTERVIEW: BLUES GROUP

hen it comes to licensed apparel, Blues is a name which has been synonymous with the category for many years. It has enjoyed success with a host of character and entertainment licences across numerous licensors, and enjoys an enviable reputation in the business. But there’s a lot more to the group it is part of than simply the Blues name, with Blues Group also housing babywear specialist Dennicci, Blues Nightwear, Brecrest Fashion and Cohen & Wilks (see separate box out). “We have not changed anything significant within the group, other than to remove crossover from each business, to allow them to concentrate on their specialist areas, utilising the skillset and factory base focus to enhance their offer within the category,” explains Mike Coles, group managing director. “The Blues name in licensed clothing has been a recognised brand for years and for many of those it was the go to company for licensed apparel to the high street and grocers.” When it comes to top performing licences across the group over the past year, Mike lists some familiar names including Peppa Pig, Peter Rabbit, Hey Duggee and PAW Patrol, as well as the Disney and Warner Bros. catalogues. And for new launches in 2022, all eyes are currently on Bluey, Octonauts and Tusk. So where does Mike see further growth for the group coming from? “The width of product in fashion we can now offer,” he confidently states. “Nightwear and loungewear is still in a period of growth. We are concentrating all our efforts to be top of our game for the UK and Irish market.” There are challenges, but Mike and the team have also identified opportunities, too. “There are very few new properties that have come through over the last few years, mainly due to Covid and reduced investment,” he points

WHO’S IN THE GROUP? The group is made up of five companies, all with their own particular specialism, as Mike explains. “Dennicci is the UK’s number one licensed babywear specialist, producing award winning collections featuring a range of characters; Blues Clothing is the children’s licensed daywear business; Blues Nightwear was previously called Smithy Green Apparel and is the children’s and adult licensed and non-licensed business, with products ranging from wovens to knits with embellished graphics, fluffy dressing gowns and novelty hoodie onesies; Brecrest Fashion focuses on baby and kids sportswear; and, finally, established in 1974, Cohen & Wilks is the specialist outerwear business.”

Part of the Blues Group

out. “So, we have invested all our resources and efforts into the licences and brands we have already partnered with. This has presented us with new opportunities and areas of growth.” On the subject of the last two years, when asked what is the biggest lesson that the business has learnt, Mike offers: “The need to adapt and change your business at lightning speed. This is something that we can do within the group, as we are directors and owners, so decisions can

be made instantly.” The sectors that Blues Group works in are notoriously competitive, of course, and Mike believes that it is the company’s great design which helps it stand out, with licensors, retailers and consumers: “We have one of the largest design teams of any company in licensed apparel.” To conclude, looking towards the rest of 2022, as a group what would Mike most like to achieve by the end of the year? “A return to some degree of normality… whatever that is!” he says succinctly. Below: The five companies within the group all concentrate on their specialist areas. Below left: Disney brands are among the company’s top performers.

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© 2019 Rovio Entertainment Corporation and Rovio Animation Ltd. Rovio, All Angry Birds logos and characters are trademarks of Rovio Entertainment Corporation and Rovio Animation Ltd. All Rights Reserved. Avengers © 2019 Marvel. Baby Shark © Smart Study Co., Ltd. All Rights Reserved. Pinkfong® Baby Shark™ is a licensed trademark of Smart Study Co., Ltd. Captain Marvel © 2019 Marvel. Dumbo © 2019 Disney Enterprises, Inc. Fingerlings® and all product names, designations and logos are trademarks of WowWee Group Limited. Copyright 2016-2019 WowWee Group Limited. All rights reserved. LEGO, the LEGO logo, the Brick and Knob conﬁgurations and the Miniﬁgure are trademarks of the LEGO Group. ©2019 The LEGO Group. The Lion King © 2019 Disney Enterprises, Inc. © MGA Entertainment, Inc. L.O.L. SURPRISE! TM is a trademark of MGA in the U.S. and other Countries. All logos, names, characters, likenesses, images, slogans and packaging appearance are the property of MGA. Mary Poppins Returns © 2018 Disney Enterprises, Inc. Match Attax © TOPPS Europe Limited, 2019. All rights reserved. © 2019 Viacom International Inc. All Rights Reserved. NICKELODEON, NELLA THE PRINCESS KNIGHT are trademarks of Viacom International Inc. © 2019 Spin Master PAW Productions Inc. All Rights Reserved. PAW Patrol and all related titles, logos and characters are trademarks of Spin Master Ltd. Nickelodeon and all related titles and logos are trademarks of Viacom International Inc. Shimmer and Shine © 2019 All Rights Reserved. Nickelodeon, trademark of Viacom International Inc. Spies in Disguise™ and © 2019 Twentieth Century Fox Film Corporation. All rights reserved. Property of Fox. Spider-Man Into The Spider-Verse © 2018 Marvel © 2018 SPA & CPII. © 2019 Super Wings™ All Rights Reserved. The Nutcracker And The Four Realms © 2018 Disney Enterprises, Inc. All Rights Reserved. The Secret Life of Pets is a trademark and copyright of Universal Studios. Licensed by Universal Studios Licensing LLC. All rights reserved. DreamWorks Trolls © 2018 DreamWorks Animation LLC. All Rights Reserved. TM & © 2019 Ugly Industries Holdings, LLC. All Rights Reserved. Wonder Park TM & © 2019 Paramount Pictures. All Rights Reserved.

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EVENT FOCUS Inset: Rainbow Designs is celebrating Peter Rabbit’s 120th anniversary with a new wooden toy collection.

MASTER CLASS It’s been a long pandemic induced wait, but the Toymaster May Show is finally heading back to Harrogate, and the excitement among the preschool toy sector is palpable. PPS catches up with just some of the suppliers which will be looking to court the independent retailers heading to The Majestic Hotel between 17-19 May.

he last time that the toy trade headed to Harrogate for the Toymaster May Show it was 2019 and the world was a significantly different place. Fast forward to 2022, and the buying group is ready to once again throw open the doors of The Majestic Hotel and welcome independent retailers and suppliers to network, take orders, get a read on current trends and catch up with their peers. For an event as much-loved as the May Show is, its enforced absence has been felt keenly and people are understandably delighted to get back to business, underlined by the fact that all space was sold by mid January. “[The show is] a fantastic way for us to connect with our friends in the independent trade, get their feedback on ranges, catch up on what’s been going on and do some great business together in a lovely setting,” David Mordecai, ceo of One for Fun tells PPS. The company will get its first opportunity to show the new Dream Beams

collection to the independent trade as a whole. David believes that the range of ‘squishy loveable’ collectable characters which glow softly in the dark will appeal to young children. It will also be showcasing its BB Junior range, as well as the Drive and Rock range. For Michelle Fox, senior national account manager at Golden Bear, the independent customers she meets at the show “have a wealth of knowledge as they have constant contact with the purchasers and of course end-users of our infant and preschool toys; their feedback helps us ensure we are bringing the right products to market”. Bing, Hey Duggee, In the Night Garden, The Baby Club, Mr Tumble, Twirly Woos, Waffle the Wonder Dog and Love Monster will all be taking centre stage for the company at the show. Amy Wildman, sales and marketing director at Halilit, agrees that Toymaster members are experts at knowing their audience and provide valuable feedback. “The members are always very supportive of the show and, therefore, this is well attended and provides us with a great opportunity to speak with a large number of customers both current and prospective over the three days,” she says.

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CMY

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EVENT FOCUS “THE SHOW HAS BEEN VERY MUCH MISSED” Asking suppliers what they have missed most about the show during its pandemic induced absence elicits a flurry of passionate responses. “It is invaluable to meet the Toymaster and independent buyers, to get their view of current trading and of course their reaction to our new ranges,” says Golden Bear’s Michelle. “Not being able to meet customers face to face – this is incredibly important to Golden Bear growing our business within the independent sector.” Halilit’s Amy agrees that the show is excellent for networking: “There is always a real sense of positivity at the Toymaster show with it being far enough into the year to get a good read on trends and customer behaviour, plus Harrogate is such a lovely, welcoming place for a show.” Rainbow Designs’ Zara, meanwhile, praises the event’s atmosphere: “Not only does the show provide a core gateway to working closely with our independent retailers, it is an event full of character and atmosphere, all elements that make for a great show for both the retailer and exhibitors.”

Popular ranges including Halilit music, Edushape sensory, Taf Toys and Dodo puzzles will all be showcased. Amy adds: “The feedback we receive from our independent retailers is truly representative of our end users and key to our development and progression.” The Puppet Company is actively encouraging new retailers to join the Below: Dodo puzzles will be among the products which Halilit is keen to receive feedback on from the independent retail trade. Below right: Golden Bear will be hoping that Biteysaurus Bing strikes the right note with visitors.

Right: Learning Resources will be showcasing its innovative Numberblocks toys. Below right: One for Fun’s Drive and Rock range combines vehicles with musical instruments. Below: The My First Puppet range will be among the Toymaster lineup for The Puppet Company.

Toymaster group and take advantage of its special offers. It will have £100 of free product at retail value for new accounts, a dinosaur bundle especially for this summer and will also be promoting its animal Superhero range. Sales director, Sam Lockey comments: “Toymaster show is important as it supports independent toy stores across the UK. It is a great opportunity to meet customers and show them a small selection of our range which has to be seen in person to see the value and quality. We also like to support Toymaster as it plays an important role in communicating to toy stores.” Learning Resources will be showing its innovative Numberblocks toys, as well as its popular Coding Critters range of interactive robot pets and Playfoam creative play compound. “Preschool is an important category for our company,” says Chris Beardmore, UK sales manager. “Building relationships with independent toy retailers allows Learning Resources to help preschool children learn through play in even more ways with our fun, innovative toys that help children love to learn. During the break our sales team missed seeing so many Toymaster

customers face-to-face in one place.” For Zara Grindrod, sales and marketing director at Rainbow Designs, the event offers a valuable opportunity to put its second half lines in front of retailers. Among the products on display, the company will have two new play-sets joining its Adventures of Paddington toy range and will also be launching new wooden toys for Peter Rabbit, plus The Very Hungry Caterpillar and Elmer. “Toymaster is an important show in our event calendar and has certainly been missed over the last couple of years,” Zara says. “Our independent retailers are a vital and valuable part of our business, and the Toymaster Show provides us with an occasion to focus solely on these important customers. “All of the joyful toys we produce are very much created specifically for the nursery and preschool sectors. Preschool toys is a thriving, but highly competitive category but independent retailers provide a specialist, personal service and have the ability to showcase product at its best, in fantastic, creative displays. As their customers are often looking for a point of difference from the high street, they are often open to looking at different brands and taking risks on properties that are not so well known.”

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Rescue knights Deluxe Vehicles

Rescue knights Castle HQ playset

6 to collect

Rescue knights

Sparks the Dr agon

with Claw

50.8cm tall Flaps Wings

In Stores Now! 36_PPS May June 2022.indd 1

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NEW PRODUCTS

POSH PAWS Gabby’s Dollhouse is the latest preschool sensation that is topping the Netflix Kids & Family viewing charts, and this autumn Posh Paws will launch its beautiful new soft toys. Perfect for Christmas gifting, children can bring Gabby and her host of feline friends to life with the range of five 10” soft toys and an assortment of five 7” brightly coloured characters in a CDU. This exciting new range will be available from September. Tel: 01268 567317 www.poshpawsinternational.co.uk

DKB

BRAINSTORM

Continuing its strong relationship with Melissa & Doug, the Toymaster show will see DKB bring some of the top 60 lines to feature at the event. Visitors can also experience its famous Crazy Forts range which continues to outperform all expectations, and which will feature prominently on the stand with a view to expanding distribution in 2022. Tel: 0207 4327101 www.dkbtoys.com

Brainstorm introduces My Very Own Cloud, a 3-in-1 nightlight with colourchanging light and sounds including rain, distant thunder and lightning effects. The ever popular Torch & Projector range continues to grow. Perfect for little hands to hold, each projector beams 24 themed images onto walls as well as doubling as a handy torch. Preschoolers will love the Paw Patrol and Blue’s Clues & You! Torch & Projectors. Tel: 01200 445113 www.brainstormltd.co.uk

HALILIT The new Savannah Rhythm Band from Halilit is ideal for both musical exploration and also role play. The chunky, tactile elephant, lion, giraffe and rhino are ideal for little hands to grasp and make fun shaking noises, making this the perfect gift set for children from age nine months. Tel: 01254 872454 www.halilit.co.uk

CASDON TOYS The third-generation family-run business, Casdon Toys will be attending the Toymaster show, highlighting exciting new products as well as a brand-new licence – Joseph Joseph. Casdon will be launching six products in the range designed and officially licensed to look just like the real thing: the Joseph Joseph Chop2Pot, Elevate, Nest, Bake, Go Eat and the Extend which takes water play to a new level. Tel: 01253 766411 www.casdon.com

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ose special Gund Moments Capture th teractive plush from Gund! In with these

Flappy™ the Elephant Play Peek-a-Boo with baby!

Super soft elephant made for cuddling!

Teaches baby to blow kisses

Kissy™ the Penguin

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Sleepy Eyes Owl Soother™

Help sooth baby to sleep

Celebrate 120 Years of Beatrix Potter with Peek-a-Ears Peter Rabbit

Peek-a-Ears Peter Rabbit™

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65 NEW PRODUCTS

THE PUPPET COMPANY The Puppet Company has extended its Knitted Dinosaur range with the Brontosaurus and Green T-Rex which come in three sizes, a new Triceratops in two sizes and it has extended the grey T-Rex with two more sizes. The knitted Dinosaurs were head turners at Spring Fair, Top Drawer and the Glasgow Trade Fair. Tel: 01462 446040 www.thepuppetcompany.com

ORCHARD TOYS

MV SPORTS

Shape Aliens is a fun, cosmic 3D board game. Players take turns to match their shape cards to aliens before launching them onboard the 3D spaceship ready for blast off. Shape Aliens helps to develop colour matching skills, encourages shape recognition and promotes observational skills. Tel: 01953 859539 www.orchardtoys.com

MV Sports will be showcasing a range of wheeled toys to support the hot new preschool property Bluey, including its Switch-it TriScooter. The range includes four different character plaques for added play-value, a fully printed anti-slip footplate for stability and adjustable handlebar height. Children can pedal along on the 2-in-1 bike, the ideal beginner bike which easily converts from a pedal bike, to a balance bike as the child grows in confidence. Tel: 0121 7488000 www.mvsports.co.uk

PLUM When children bounce on the 4.5ft Junior Ocean Trampoline and Enclosure with Sounds it activates four ocean themed sounds. The battery powered sound box is hidden away from jumpers. The mat and colour printed safety pad are made from durable weatherproof materials. Tel: 0344 8805302 www.plumplay.co.uk

GOLDEN BEAR TOYS Award-winning Golden Bear Toys takes to the 2022 Toymaster Show with some of its most exciting licensed and IP ranges including the brand-new IP, Curlimals. These cute woodland creatures form a range of entry-level interactive plush which respond to touch with over 50 sounds and reactions. Initially launching with three colourful characters – Higgle the purple hedgehog, Bibi, the pink bunny and blue Badger, Blue- each has its own unique sounds to reflect their personality. Tel: 01952 608308 www.goldenbeartoys.co.uk

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Pre-school puzzles from Dodo.

With beautiful illustrations & fun themes these delightful puzzles make perfect gifts!

18m+ 3+

The perfect gift! 18m+

t: 01254 872454 e: sales@halilit.co.uk

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NEW PRODUCTS

GEOMAG What started out as the Original Magicube system has now become a world of magnetic building blocks with Magicube Shapes Line. The construction possibilities are boundless, and children’s imaginations will fly higher and higher. Characters, animals, structures – they will be surprised how many things they can invent. But there is more: its desire to create a new magnetic world has gone as far as building vehicles with real wheels that magnetically attach to the blocks. Tel: 07577 371545 www.geomagworld.com

WILTON BRADLEY

SMART TOYS & GAMES

Children can leave a trail of bubbles with the Xootz bubble scooter in pink or blue. Their faces will light up as they ride along on their three-wheeled scooter and bubbles magically appear. Parents simply add bubble solution to the front mounted bubble machine and watch as hundreds of bubbles blow away in the wind behind. Tel: 01626 835400 www.wiltonbradley.com

The Toymaster show will see a new magnetising robot in town, with SmartMax Roboflex. Children from three years and upwards can get creative and make their own flexible, crazy robots. The unique magnetic parts bend and extend for hours of play and they work seamlessly with the core SmartMax range, to add an extra dimension to the wider playset. Both sets include an inspirational poster, but the options are endless as little ones can create robots that fly, jump, grab, wobble, or drive. Helping to develop fine motor skills and imagination, this is one robot everyone will want to meet. Tel: 01903 885669 www.smarttoysandgames.co.uk

HUFFY The Pro Thunder range from Huffy is begging for fun adventures with family and friends. Vibrant colours and cool graphics, the Pro Thunder has what children need for miles of memories. The durable steel frame comes with fast rolling air tyres on coloured rims. A fun ride with a striking look, the All Pro Thunder bikes arrive 85% assembled, meaning that parents can build this bicycle ready to ride in just a short time. Available in wheel sizes 12”, 16” and 20”. Stabilisers are also included on the smaller models. Tel: 01525 664041 www.unitedwheels.eu

ONE FOR FUN

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One For Fun will be showcasing several product ranges at Toymaster including the brand new BB Junior Range. This brilliantly designed range brings artistic style and great engineering together to create a unique concept in the nursery space. The key lines for this year are the Junior Drive & Rock collection, combining chunky robust colourful vehicles with a removable musical component. Tel: 0141 6132525 www.oneforfun.com

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42-43_PPS Awards 2022_GF.qxp_Layout 1 06/05/2022 11:30 Page 1

The Progressive Preschool Awards take place on Tuesday 15 November 2022, at The Royal Lancaster, London Celebrating its 10th year in 2022, the PPS Awards is a hugely popular awards ceremony that seess all sectors within the preschool product and retail sector coming together to network and celebrate the past year’s achievements. It is attended by over 425 guests each year and the move to The Royal Lancaster will allow for further attendance following many consecutive years of event sell-out. The PPS Awards recognise retail and product excellence in addition to marketing prowess and people power. The nomination and voting process is done online and utilises the experience and knowledge of experts in the sector. This ensures that the upmost integrity in maintained.

Categories now open for entry Product Awards – judged by major, online & independent retail buyers Marketing Awards – judged by PR / marketing gurus Retail Awards – judged by suppliers

Watch out for announcements via PreschoolNews.net

The Retail Award Categories • • • • • • •

Best Supermarket retailer of Preschool Products Best Multiple Retailer of Preschool Products Best Mixed Retailer of Preschool Products Best Department Store Retailer of Preschool Products Best Online Retailer of Preschool Products Best Independent Nursery Retailer Best Independent Apparel Retailer

• Best Independent Toy Retailer • Best Independent Giftware Retailer Book tickets or tables now to avoid disappointment Please contact Clare Davies, Createvents Ltd: T: 0118 3340085 E: clare@createvents.co.uk W: createvents.co.uk

www.ppsawards.co.uk

42-43_PPS Awards 2022_GF.qxp_Layout 1 06/05/2022 11:31 Page 2

The Product Award Categories • • • • • • • • • • •

Best Preschool Apparel or Accessories Range Best Preschool Non-Licensed Toy Range (12m+) - NEW FOR 2022 Best Preschool Licensed Toy Range (12m+) - NEW FOR 2022 Best Preschool STEM/Educational Range Best Preschool Publishing Range Best Preschool Home or Furniture Range Best Preschool Gift Range Best Wheeled Goods Range - NEW FOR 2022 Best Car Seat Range - NEW FOR 2022 Best Preschool Essentials Range Best Infant Development Range

The Special Awards • • • •

The Eco Award - NEW FOR 2022 The Marketing Award Best Preschool Retailer Initiative Outstanding Achievement Award “Winning the Outstanding Achievement Award is fantastic. To be recognised for something I love is great - its not work for me. ” David Welsh, managing director, Joie “We are proud and delighted The Entertainer won at The PPS Awards. Its a reﬂection of how hard everyone has worked across the business.” Geoff Sheffield, Chief commercial officer, The Entertainer

2022 Sponsors include...

“We are so glad that the nursery, baby and preschool ranges that we carefully curate for our customers, as well as our service, is being recognised.” Roseanne Winthrop, partner and category lead, nursery, John Lewis “The PPS Award is really a testament to how hard the whole team has worked to bring the Paw Patrol range of Tonies to market.” Liz Peters, portfolio manager, international, Tonies

“Delivering innovation, “Delivering innovation, qualityquality and value on time....every and value on time....every time.” time.”

NIGHTWEAR

SOCKS

UNDERWEAR

TIGHTS

BABYWEAR

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For license enquires contact: Faye Rashad Email: faye@misirli.co.uk T: +44(0) 116 2645 860 44-45_PPS May June 2022.indd 30

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HE MAGIC IN LET T !

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SECTOR FOCUS

GAME PLAN

A favourite category with consumers, suppliers and retailers, games and puzzles continues to ride the wave of success it built up during the lockdowns of 2020 and early 2021. PPS catches up with just a few of the companies enjoying success in this area to find out more.

he games and puzzles sector is one which provides year-round sales for retailers, therefore it is no surprise that a healthy number of suppliers keep up an almost continuous supply of new product to ensure that demand is met. For Ravensburger, 2021 was another “outstanding” year for the business in both children’s games and puzzles. “We are proud to lead the way in children’s licensed and non-licensed jigsaw puzzles holding 71% of the market share (NPD 2021 - £value) and currently have more than 45 licences in our portfolio (this also includes adults),” Katy Fletcher, head of marketing and product development at the company tells PPS. “In the games category, family games continued to excel across the year, particularly into the key gifting season in Q4.” In the licensed children’s puzzles space, the company is enjoying success from new entrants to the market such as Bluey and CoComelon. Meanwhile,

Above: Strong sellers for Orchard Toys including Shopping List and Farmyard Heads and Tails. Below: Ravensburger is relaunching the memory brand in 2022, including My First memory, Mini memory and Large memory products.

in non-licensed puzzles the ‘escape’ range continued to grow in popularity, with animal and wildlife scenes being strong sellers, along with giant floor puzzles. Popular children’s games, meanwhile, included Funny Bunny, Cat & Mouse and Bugs in the Kitchen. The BRIO range was also strengthened by the arrival of the Disney Princess Castle last year, along with the first ever BRIO steaming train. This year, Ravensburger will be relaunching the global brand memory which will include My First memory (suitable for ages two and up), with each game consisting of 24 extra thick cards with rounded edges. There will be two options – Favourite Things and Vehicles – with more planned in the future. Mini memory,

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SECTOR FOCUS meanwhile, will have 23 options to choose from including PJ Masks, Peppa Pig, Batman, Frozen and Star Wars, while Large memory spans both popular licences such as Dino Ranch and generic options. New launches for Ravensburger in licensed children’s games will include PAW Patrol, Blues Clues & You and Minions: The Rise of Gru among others, which will also be among the new puzzle line-up. Karen Clarke, brand director at Smart Toys and Games, says that the demand for the company’s educational toys and games has remained at “a very high level”. “The last two years seem to have had a profound long-term impact on how people live their life,” she says. “They are looking for more from the future and for parents, ensuring play time at home is educational seems more important than ever. Also, quality family time, which is enriching for all, has definitely inspired a change in leisure at home.” This summer will see the company launch its eagerly awaited new preschool game, PeekA-Zoo, which is aimed at helping preschoolers practice their language skills while learning about colours and animals. Also, rolling into the SmartMax collection will be My First Hide & Seek and My First Wobbly Cars. Karen continues: “With so many different brands and options on the market, parents are looking for toys that stand out and withstand the test of time. They are looking for well made, durable, cleverly designed games and puzzles that are engaging. Babies like toys that are colourful and creative. It’s also important that games and puzzles are easy to set up, help develop key skills,

have an educational element, are good value for money and, most importantly, are safe.” Orchard Toys is another company which has enjoyed a positive past 12 months, manufacturing over three million games and puzzles. “However, we are very aware that the landscape for our customers has changed, and demand has varied so we have had to adapt accordingly,” points out sales director, Simon Prest. Shopping List remains top of the charts for the company, with one sold every two and a half minutes. Other bestsellers include Farmyard Heads and Tails, a matching game aimed at 18 months+, and matching and memory game Smelly Wellies. Simon continues: “For 2022, we have extended our award-winning range of puzzles and games for toddlers, preschoolers and children through primary school, and refreshed our puzzle portfolio.” So what key attributes does a good game or puzzle for the preschool market need to have? “All our products have four key attributes - they are simple, fun, engaging and educational,” Simon offers. “Each of our games and jigsaws strike the perfect balance between education and fun, fitting within our ethos of ‘Learning Made Fun’. In fact, children enjoy themselves so much they don’t even realise they’re learning while playing our games. It’s a winning formula with parents, and why so many of them have developed a love for the Orchard Toys brand.”

“All our products have four key attributes - they are simple, fun, engaging and educational. ” Simon Prest, sales director, Orchard Toys

Left: My First Wobbly Cars will be zooming into the SmartMax collection. Right: Peek-A-Zoo will be launched this summer from Smart Toys and Games.

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NEW!

Donʼt forget the coordinating foil balloons!

Matching costume Available!

Celebrate with everyones favourite pup, Blue’s Clues! View online now!

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65 NEW PRODUCTS

GAMES & PUZZLES ORCHARD TOYS Orchard Toys launches Dress Up Nelly a fun, first colour matching game, designed to be played as a fun and simple activity to introduce children to colours, with the option for a shorter or longer game to suit different abilities. It features 30 bright and colourful, chunky, wipe clean cards, perfect for little hands. Tel: 01953 859539 www.orchardtoys.com

SMART GAMES & TOYS

GALT TOYS

Children can battle with some bears in Grizzly Gears. Players must rotate the trees to help guide the characters through the forest but they need to beware of the bear. This original puzzle game will keep players on their toes thanks to a literal twist, quite simply, no one is out of the woods until all 80 challenges have been solved. Tel: 01903 885669 www.smarttoysandgames.co.uk

In 2022 Galt Toys is launching many new products to inspire learning through play. Its Giant Floor Puzzles now include a Space theme, which also contains a Solar System frieze. Tel: 0161 4289111 www.jamesgalt.com

RAVENSBURGER This fun and educational ABC game encourages children to learn the letters of the alphabet. All 28 unique, bright, colourful and self-correcting cards are printed on both sides, with one side showing the upper-case letters and the reverse, lower-case letters. Introducing upper case letters is a great step to move on to, once a child understands the connections between the pictures and the lowercase letters. Tel: 01869 363800 www.ravensburger.org

ORCHARD TOYS Orchard Toys’ Rainforest Match involves building the tallest tree in this fun counting and colour matching game. It features three exciting ways to play, match cards by animal or colour to make the tallest tree, or enjoy a fast-paced, more tactical game perfect for older children. Tel: 01953 859539 www.orchardtoys.com

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SECTOR FOCUS

GET DRESSED FOR SUCCESS Dress up is an important part of role-play and in turn, development, for preschoolers. While events throughout the year provide key selling periods, costumes for the under-fives do well all year round. PPS finds out what’s hot right now, and what suppliers are looking forward to for the coming months.

“T

Above left: Baby Shark is new to Amscan’s licensed offering and is proving a popular addition. Above middle: Amscan’s existing licences, including PAW Patrol, continue to be popular in the preschool category. Above right: Smiffys’ licensed costume offering is growing, with a focus on the preschool audience. Left: Animals, both licensed and non-licensed are key for Smiffys

he preschool dress up market is unique in that it isn’t necessarily event-led,” begins Elliott Peckett, director of Smiffys. “Preschool costumes are worn yearround by little ones for playtime, helping to develop imagination skills and bring their favourite characters to life.” Providing a valuable selling opportunity for the market all year round, dress up is an important category for preschool retailers. One important event is World Book Day, which returned to settings this year after lockdown celebrations in 2021. “World Book Day was a major success,” explains Samuel Taylor, category manager, dress up at Amscan. “We saw lots of traction on social media with people really enjoying the celebration.

Dr Seuss, Cat in the Hat, The Very Hungry Caterpillar, Elmer, were all great successes for Amscan. We are excited to add further key licences to our ranges for 2023.” Georges Ghougassian, group director licence and brand at Rubies, added: “As an official corporate partner

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SECTOR FOCUS Left: Streaming and a return to the cinema have created an increased demand for licensed dress up at Rubies.

of World Book Day, we were overjoyed to see all of our campaigning and work with the charity pay off in celebrations that were bigger and better than ever before.” Disguise is seeing a shift from classic literary costumes, as marketing manager, Lianne Barber, shows: “We are seeing a trend that children want to be their favourite characters – wherever they originated from, be that film, TV or gaming. World Book Day ranges have expanded wider than traditional book characters. With publishing an important category in licensing, the opportunity to read about characters who jump from the world of TV to a book is there 99.9% of the time.” There are other events to look forward to, Sam says: “With preschool parties back in full swing, and fancy dress always being a common theme, we are looking forward to a spring and summer of celebrating. “We are also seeing dress up days returning to schools with Pirate Day orders already being placed and Jubilee lines selling through fast. We are looking forward already to Halloween and Christmas. But honestly, preschool kids love to dress up, so there are opportunities all year round.” Licences are crucial for the dress up market, as Lianne continues: “For Disguise, licensed costumes are key, preschoolers want to dress up as the characters they see in the content they consume and role play the stories they see on screen.” Georges agrees: “Non-licensed has historically performed well, but at the moment, with the widespread use of streaming services combined with the strong return of cinema, we’re finding more and more parents are wishing to dress their little ones up as the characters they see on screen.” Equally important for many are the generic costumes including professions, animals and fantasy. Sam tells us: “At Amscan, we see sales for this category almost equal, with 50% to licence and 50% to everyday role play. “Our licensed portfolio continues to grow and with new preschool licensed partners, we’re able to continue to build the portfolio within this category with Peter Rabbit, Roald Dahl (from 2023) and Pip & Posy being new additions.” It’s a similar split for Smiffys, Elliott says: “We continue to grow our licence portfolio, with preschool being a key category of expansion. Our main range costumes are still popular, however, and cover all eventualities. The costumes can be reimagined into a multitude of characters and are more budget friendly, appealing perhaps to a different market.” Some trends remain steady, as Lianne explains: “Within Disney Princess, dressing up is the number one product purchased for four to six year olds. Outside of Disney, My Little Pony, LEGO and Super Mario

have proved popular in toddler and preschool sizes, as well as with older children.” Nostalgia is emerging as a trend at Rubies. Georges expands: “The fun part of preschool costumes is that there’s no shame in parents putting kids in their own movie or TV interests by going for fun costumes such as Gremlins, which are the perfect nod to nostalgia for parents.” For Smiffys, it’s the animal kingdom. Elliott explains: “Our toddler animal costumes continue to be in demand year-round. The fluffy jumpsuits have a wider appeal due to the genderless nature of the costumes, as well as being comfortable. “Animal licences are also popular, with constant demand for characters such as The Gruffalo, Zog, Bing and the Tiger Who Came to Tea. We have recently added to our licence animal offering with a Dear Zoo collection.” Amscan is seeing popularity in licensed and non-licensed. Sam concludes: “Licensed characters such as PAW Patrol are continuing to be popular, as well as new licences such as Baby Shark and Blues Clues. Peppa Pig characters, from Peppa Fairy to Peppa Vet continue to also grow, however we also see key career styles such as doctors and nurses, as well as police be popular, continuing to play on that imagination factor.” Left and below: Disguise expects Mario to grow even more popular with all ages.

KEY RELEASES AND ANNIVERSARIES With movie releases and anniversaries in the pipeline, suppliers are readying for sales spikes. Lianne outlines: “Sonic the Movie was released in April – the film is a PG, but the toddler version of the Disguise Sonic costume has been very popular. Mario the Movie is also being released in December, but we expect to see the licence grow even more popular with all age groups.” Georges adds: “We’re excited to see the launches of streaming hits, whose launch dates and events will certainly play a part in parents’ wishes to dress their children up, for example Star Wars Mandalorian Grogu The Child costume.” Elliott looks forward to key milestones: “2022 marks the 120th anniversary of Peter Rabbit and 25th anniversary of Teletubbies. These events will be celebrated throughout the year, giving customers ample opportunities to market these ranges.”

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Costumes for every occasion! info@disguise.com • disguise.com

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NEW PRODUCTS

DRESS UP & PARTY RUBIES Rubies has brought the magic of the Wizarding World to life through its range of officially licensed costumes. The phenomenally successful range of bewitching costumes is expanding just in time for a year full of Harry Potter celebrations, with brand new character costumes including Hagrid, Luna Lovegood, Dumbledore, and Hogwarts House dress-up and accessories, bolstering Rubies already impressive reach. Tel: 01491 826500 www.rubiesuk.com

DISGUISE

AMSCAN

The toddler version of the Disguise Sonic costume has been very popular. It’s a perfect preschool costume - bright, cuddly and cheeky. Mario the Movie is also being released in December this year and it expects to see this license grow even more popular with all age groups. Email: info@disguise.com www.disguise.com

Everyone’s favourite preschool character has joined Amscan’s party, balloon and costume portfolio; the educational animated series of Blue’s Clues! Children can join Magenta and Mailbox by being Blue themselves with its new costume comprising plush character hooded jumpsuit, complete with three Velcro patches. This range is available in ages 2-6 and can be pre-ordered now. Tel: 01908 288500 www.amscan.co.uk

SMIFFYS New for 2022, Smiffys has launched a Ben & Holly’s Little Kingdom collection. The children’s TV series has been popular with the preschool market for over a decade. It has launched the range with a Holly costume, available in ages 3 – 6 years. The pink dress features a glitter mesh skirt, character print and fairy accessories. Tel: 03303 338005 www.smiffys.com

SMIFFYS New in this month, Smiffys’ range of The Very Hungry Caterpillar party tableware is in stock now. This instantly recognisable, nostalgic license remains as popular as ever. With a focus on the environment and caring for the planet, this range contains positive messages to encourage the next generation to make more environmentally friendly choices. The range is also plastic free and planet friendly. Tel: 03303 338005 www.smiffys.com

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THE BIG INTERVIEW

Masters of disguise A powerhouse in the US dress up category, Disguise Inc has been building a strong EMEA team over recent months. Having been a North America costume partner with Disney for over 30 years, the EMEA division has recently gained the costume rights for the brand and has been readying the launch of the all-new Disney portfolio in the territory on 1 April, 2022, set to bolster its presence.

isguise already boasts a robust portfolio of licences in the EMEA region, including Mario, Minecraft, My Little Pony and Power Rangers, to name a few. The addition of the Disney rights to the offering, alongside an experienced and knowledgeable team both in EMEA and North America, provides a strong foundation for growth. And that’s exactly the plan. Tony Lewis, sales director, explains: “We hope to continue the growth pattern in EMEA and build a sustainable business servicing the dress up market both directly and via key distribution partners,

MATCH MADE IN HEAVEN Parent company, Jakks, will offer a key partner in the EMEA growth of Disguise, as Kim outlines: “Disguise in partnership with Jakks on toys are able to offer costumes that compliment popular toy brands. Leveraging well-established toy customer relationships, we have been able to jointly offer costumes with our toys. The history of Jakks relationships means our customers are confident we will provide a quality product and service.”

whilst becoming a best-in-class supplier.” The US experience will support the emerging markets, as Kim Lucas, business development UK and Ireland, explains: “As relative newcomers to the European/ UK costume market, we will use the full support and expertise of our US colleagues to create quality licensed costume opportunities through all distribution channels, whether that is key multiples, value, toy or independent retailers, offering a fabulous depth of ranges in both Disney and non-Disney licences.” Lianne Barber, marketing manager EMEA believes the US strength is part of what sets Disguise apart from its competitors: “Disguise benefits from decades of experience as the largest US costume supplier, Disguise has worked with licensed product for 32 years and treats every brand as its own. The quality of the Disguise costumes shines through in comparison to competitors. “The variety of costumes, the ranges, the licences and the innovation mean Disguise can stand out from the competition.” Lynda Morris, design lead EMEA, agrees: ”Innovation is such a key strength within the Disguise DNA and in order to continue this legacy a handpicked, hugely creative and technical team with a wealth of dress up industry knowledge has been gathered together. By doing this, the UK

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THE BIG INTERVIEW team works closely in partnership with our US counterparts to continue to deliver the newness and innovation our customers want and expect.” The EMEA business has been building steadily, as Tony outlines: “We have already appointed new partners in the UK, France, Benelux, Spain, Portugal, Germany and CEE to complement our existing distributors in the toy and apparel sectors. “Our retail partnerships have grown during the last two years, but of course, Disney will help and add to our profile and offers. We’ve already seen doors open and this will culminate in the penetration of a mixture of properties and licences across the territories.” Licensing is central to the plans, as Mike McGillion, EMEA business development, explains: “Licences are key to our growth in EMEA – whilst there are many local properties in each market, we have focused on key multi-national properties that have universal appeal.” The EMEA response to the Disney portfolio has been strong so far. Disguise has a multitude of orders both from its domestic stock in the UK and Rotterdam and FOB. Mike continues: “We have an expansive range of Disney product in the US that has been slightly adjusted for European styles and tastes. Disney remains the most popular licence across EMEA and with the retail and distribution network that has now been put in place, we are confident this range will reach the consumer.” Lynda expands: “We are incredibly fortunate to be able to draw on the wealth of designs available to us from Disguise US. The only changes we needed to make in order to adapt the costumes to the EMEA market were tweaks to the sewn finish of the garments and to ensure all testing meets EU requirements, thus enabling customers to select from a comprehensive and exciting catalogue of costumes across multiple licences. “It’s incredibly important to be able to offer various price points across all licensed characters in order to supply every retail channel throughout EMEA. It is paramount when designing, the essential essence and integrity of each character is retained ensuring the costume is instantly recognisable.” The Disney partnership has also bolstered the marketing efforts, as Lianne describes: “We have been lucky enough to benefit from Disney’s tent pole campaigns this year and you may see a couple of our costumes feature.” Lianne tells us about the marketing plans for Disney: “We will lean into digital and social media campaigns, getting costumes into the hands of fans of the brands. We also benefit from working closely with the Jakks toys teams and opportunities to be included in toy TV and digital campaigns.” The team will also be working on global campaigns, as Lianne explains: “We will work closely with our US colleagues, learning from their marketing campaigns and partnerships and anything we can be involved in from a global level. Any of our digital or influencer

Top left: Kim Lucas, business development UK and Ireland. Top right: Lianne Barber, marketing manager EMEA. Middle left: Mike McGillion, EMEA business development. Middle right: Lynda Morris, design lead EMEA. Bottom left: Nathalie Ferrier, business development manager France and Benelux. Bottom left: Tony Lewis, sales director.

campaigns will be featured across Europe based on the popularity of the costumes in each region. “We also hope to build relationships with the local EMEA licensor contacts on joint marketing efforts across Europe.” Once the Disney range launches, it seems Disguise will hit the ground running with strong foundations in place to support future growth. One to watch in the EMEA dress up space.

THE FRENCH APPROACH As the second most important market in the EU, France is key for Disguise. Nathalie Ferrier, business development manager France and Benelux, says: “For the France and Benelux markets, the idea is to go step by step. This first year is a year of construction. We are laying the foundations to attack the second year at full speed. We expect 35% growth over the next 12 months in France and Benelux.” That growth will be achieved through distribution via the existing Jakks partnerships and a distribution partner; market-specific product offerings; and careful communications and marketing.

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SECTOR FOCUS Inset: Splash About has a comprehensive range of swim nappies, swim pants and UV sunsuits.

THAT

SUMMER FEELING

t’s been a long time coming for those suppliers in the preschool travel arena, and retailers which ordinarily enjoy a spike in sales ahead of holiday season, but it seems that with Covid travel restrictions easing worldwide, and consumer confidence returning, this summer is likely to see the big getaway for families return. Jet2 recently added thousands of new flights for summer 2022 to destinations including the Canaries, Turkey, Spain and Portugal. Ceo of Jet2.com and Jet2holidays, Steve Heapy, commented: “This return to normal has led to customer confidence bouncing back strongly, with holidaymakers jumping at the chance to get away. “As such, we are seeing enormous growth for all seasons, with summer 22 proving to be one of the most popular times for a holiday.” Meanwhile, American Airlines expects to return to profit in early summer, having made a net loss of $1.6 billion for the three months to 31 March. The airline said: “Demand for international travel has also picked up considerably as travel restrictions have been lifted in certain parts of the world.” Staycations are also still proving very popular, despite international travel being back on the cards. Skyes Holiday Cottages has shown in its Holiday Let Outlook report 2022, that 84%

of holiday let owners say bookings for 2022 are stronger than ever. For preschool suppliers and retailers, this return to summer holidays provides a welcome sales opportunity. Isabella King, brand development manager at Ideas International, comments: “Finally we can see light at the end of the tunnel, with an influx of family holidays looking like they will indeed go ahead. The airlines have opened travel routes again and not forgetting Gatwick south terminal has reopened. “We’re looking forward to seeing the Traveller being used (and

The summer family holiday looks like it’s back on after two years of staycations, or staying home. With airlines adding extra flights, and insurance companies reporting huge increases in policies being taken out, it seems that the soaring cost of living is not putting consumers off booking holidays. So it’s time to get stocked up with those holiday essentials early. purchased) on all its adventures to commemorate a new beginning. It’s not only great for us as a company specifically within the travel industry but will be so lovely for families to experience further out than they have been able to the last few years.”

HOLIDAY ESSENTIALS It’s time to get that stock ordered to meet the demand for holiday goers, and make the most of this increase in family travel. 1. Cabin-friendly wheeled cases 2. Swim nappies, swim pants and sunsuits 3. Travel cots 4. Travel high chairs/ booster seats 5. Lightweight strollers 6. Portable sleep aids 7. Buggy sunshades, parasols 8. Headphones 9. Lightweight/collapsible/ travel sized toys and games 10. Spill proof sippy cups and snack pots 11. Portable potties

Above: Lightweight strollers such as this one from Didofy are an essential for holidays with little ones. Below: The Little Tikes Traveller from Ideas International is ideal for both staycations and holidays abroad.

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Measuring just 6cm tall, Wooshh is perfect for at home or when away on holiday. It helps babies sleep in unfamiliar environments and masks disruptive noises. Another giant sleep for babykind!

The small, but mighty sound soother

Choose from 8 high-quality soothing sounds 1h 10h

1 hour auto shutdown mode or 10 hour all-night mode USB rechargeable (cable included) 4 Volume levels So small it fifitts in any bag, or even your pocket

IN or OUT

Stand, clip or strap it out of reach of your baby, wherever you are

For UK and Eire orders contact your Cheeky Rascal Account Manager, email sales@cheekyrascals.co.uk or call 01730 895761. For all other enquiries contact sales@rockitrocker.com

RRP £19.99

www.rockitrocker.com

kay.glennie@scrunchkids.com 07788 547 836

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65 NEW PRODUCTS

TRAVEL & HOLIDAY MY CARRY POTTY My Carry Potty is so excited to introduce its new, modern Pastel collection of Pottys. These simple, contemporary designs will be available in fresh trendled colourways of grey, pink, blue and green. Its range of Trainer Seats and Stools will also be available in the new pastel colours. Tel: 01202 763711 www.mycarrypotty.com

BEBELEPHANT

DIDOFY

The Whizzer is here to make parenting life a little easier. When a little one needs the toilet on the go, there is no need to stress with a Whizzer!. With its patented leak-free design and unique privacy guard, little ones can go to the toilet wherever. It uses BPA-free silicone to provide an eco-friendly alternative to traditional plastic potties, and the Whizzer is the only training potty that fits neatly into a bag. Available from bébélephant. Tel: 0844 8589792 www.bebelephant.com

The V2 didofy Aster has been designed by parents for parents to provide a reliable, safe and highly practical compact stroller. The Aster is the ultimate innovative compact-fold pushchair, so ideal for parents who are travelling both in the UK and overseas. Email: sales@didofy.com www.didofy.com

SPLASH ABOUT Splash About’s new Happy Nappy DUO swim nappy is a baby essential at home or on holiday; scientifically proven to be completely effective against faecal leaks and bacteria entering pool water thanks to its inbuilt innovative Silver Lining which kills the bacteria which is responsible for sickness and tummy bugs. Tel: 01472 236465 www.splashabout.com

SCRUNCH Scrunch is designed specifically to make travelling and storage easy. Goodbye to rigid plastic buckets, balls that cannot pack into hand luggage and hard plastic sand moulds – hello to rolling and scrunching, to folding and squashing its amazing products into very small spaces. Tel: 07788 547836 www.scrunchkids.com

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UNFORGETTABLE . UNRIVALLED . UNMISSABLE

3-4 JULY 2022 Discover leading brands and curated ranges at INDX Kidswear. We look forward to welcoming you to the show.

Where the industry unites For exhibitor enquiries visit www.indxshows.co.uk or email info@indxshows.co.uk Cranmore Park Conference and Exhibition Centre, Cranmore Avenue, Shirley, Solihull, B90 4LF

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INDX KIDSWEAR 2022

OVER 100 BRANDS AT INDX KIDSWEAR SPRING/SUMMER 2022

In the wake of an extremely upbeat and buoyant January 2022 show, INDX Kidswear returns to Cranmore Park Conference and Exhibition Centre in Solihull, on 3 - 4 July and whilst the childrenswear industry eagerly awaits the next edition, the event organisers have released a stellar line-up of brands who have already signed-up to support the show.

“W

e are delighted to be able to share that to date we have 110 brands confirmed to attend the July show and to meet ongoing demand we are opening further exhibition space. We recognise the importance of continued industry collaboration, and we would like to thank all the exhibitors

long-standing supporter of INDX Kidswear – is just one of the returning exhibitors quick to secure their stands each season, telling PPS: “INDX Kidswear has a great atmosphere and is perfect for meeting up with existing customers and fellow suppliers alike, all under one roof. It’s also the ideal venue to seek quality sales leads and new business opportunities.” Further, Chelo Martinez from Rapife explained why they never miss exhibiting at the show: “INDX Kidswear is an exhibition you should not miss out on. If you're interested in UK and Ireland markets, to attend INDX Kidswear is essential.” As part of the INDX trade show portfolio, which is brought to market by leading UK buying group Associated Independent Stores (AIS), INDX Kidswear is open to all retailers and free to attend. Visitors also enjoy free onsite parking and complementary refreshments.

who continue to support the show each season,” says Varsha Chohan, event organiser at INDX Kidswear. The event, open to all babywear and childrenswear retailers and stockists is a relaxed buyer and business-focused show with a strong emphasis on connecting retailers with an exciting mix of brands. Mark Loveland at Pex – a Above: Exhibitors find it a relaxed, informal way to do business. Left: Buyers enjoy the chance to see product in person at INDX shows.

SHOW ESSENTIALS ■ Free admission ■ Free onsite parking ■ Complementary refreshments Sunday 3 July 2022 | 09:00 - 18:00 Monday 4 July 2022 | 09:00 - 16:00 Cranmore Avenue, Shirley, Solihull, West Midlands, B90 4LF www.indxshows.co.uk

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BLUES GROUP ADVERT 245x165mm FINAL WITHOUT TYPE ZONE .pdf

27/04/2022

09:13

CMY

28-29_PPS May June 2022.indd 1

30/04/2022 21:16

BLUES GROUP ADVERT 245x165mm FINAL WITHOUT TYPE ZONE .pdf

27/04/2022

09:13

CMY

28-29_PPS May June 2022.indd 2

30/04/2022 21:16

order B2B at littleconcepts.co.uk

Spring Fair 5L34 | Spielwarenmesse Hall 3 D30

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littleCONCEPTS - proud partners of:

Candylab | Plan Toys | Makii | MOLUK www.littleconcepts.co.uk | hello@littleconcepts.co.uk

05/05/2022 20:06

EXECUTIVE PROFILE

Michelle Fox, senior national account manager at Golden Bear Toys, talks being flexible in business, the changing way children consume content and why the preschool category needs to be more sustainable across the board. Left: Michelle Fox

“WORK HARD, PLAY HARD” HOW LONG HAVE YOU BEEN AT GOLDEN BEAR?

WHAT IS THE BIGGEST CHANGE WITHIN THE PRESCHOOL INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?

All together almost 16 years. WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

The different ways in which children consume programmes. In my early days at Golden Bear TV was key, but online media platforms are now incredibly important.

The sell into retail of our official London 2012 Olympics and Paralympics plush and plastic ranges.

WHAT’S THE BEST PIECE OF ADVICE YOU HAVE EVER BEEN GIVEN?

FAVOURITE PART OF YOUR JOB? Meeting customers face to face; it is great to have that interaction, far more rewarding than a Teams call!

Work hard, play hard! BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE PAST YEAR?

WHO IS THE UNSUNG HERO OF THE COMPANY?

Be flexible. Covid has put many challenges in the way of businesses and I am proud that Golden Bear have really moved ahead of the times on many occasions; our Virtual Toy Fair is testament to that.

All of our sales and customer service administration team, who work tirelessly behind the scenes to ensure complete customer satisfaction.

IF YOU COULD CHANGE ONE THING ABOUT THE PRESCHOOL BUSINESS, WHAT WOULD IT BE AND WHY?

“ Across the board, the

category needs to be much more sustainable, so we leave the right legacy for the children playing with the toys produced. ”

Across the board, the category needs to be much more sustainable, so we leave the right legacy for the children playing with the toys produced. At Golden Bear we have made huge and significant inroads; all of our plush are now filled with recycled PET bottles, many of our fabrics are recycled, we use soya ink in our packaging and have hugely reduced our plastic packaging. I hope more companies introduce similar changes so there is a real and tangible improvement across the industry.

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Lilliputiens creations are full of unexpected details and activities, a constant source of wonder, discovering and learning.

Juratoys UK Ltd. Tel: 0208 878 2133 E: sales@juratoys.co.uk

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65 NEW PRODUCTS

WHAT’S NEW KALOO The Kaloo team is thrilled to offer the perfect first teddy thanks to its super soft Perle range. Featuring loveable characters including a peachy-pink mouse, charming cream bear and floppy-eared bunny with a musical twist, there is an option for all new arrivals. Made from the softest plush fabric and presented in a thoughtful gift box with a little area to add a personalised message, the collection makes for a charming addition to any nursery and is the perfect present for any baby shower, newborn or first birthday. Tel: 0208 8782133 www.kaloo.com

SILVER CROSS

BEABA

The new Dune pushchair from Silver Cross is a contemporary and compact urban stroller. Crafted with sustainable outer fabrics, Dune is suitable from birth and is compatible with the brand’s award-winning Dream i-Size infant carrier in a range of coordinating colours. Parents can also choose from an unrivalled range of from-birth accessories, including a newborn pod, first-bed folding carrycot and unique compact folding carrycot. Tel: 0345 8726900 www.silvercrossbaby.com

New from Beaba is its complete set of Baby Food Storage Containers, which can clip together, or stack for storage. The set includes two 60ml, four 120ml and six 200ml containers with lids and two first stage silicone spoons. All containers have airtight lids to preserve flavour and aroma and include a handy graduated measuring scale for accurate portion sizes and they are freezer, dishwasher and microwave safe too. Email: natalie.jackson@beaba.com www.beaba.co.uk

TONIES Bing makes his debut on top of the Toniebox this month, with a collection of stories featuring Bing, his carer Flop and all their friends. The new Bing Tonie features dialogue from the original episodes paired with songs from the popular series. With a running time of almost an hour, it’s guaranteed to be a hit with preschoolers. Emai: sales@tonies.com www.tonies.com

LILLIPUTIENS Launching its innovative toy collection in the UK this spring, Lilliputiens is delighted to introduce its best-selling My First Farm soft playset. Including six classic farmyard animals as well as Farm Fons, children will love discovering the cheerful hustle and bustle of life on the farm, making up countless stories and learning as they go. Further to this, the colourful farm is easy to transport anywhere, thanks to the handy closure clasp and handle. Tel: 0208 8782133 www.lilliputiens.be

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NEW PRODUCTS

WHAT’S NEW

CYBEX

Cybex has launched the Zeno Bike – the perfect 2-in-1 stroller for active families. Suitable for children aged six months to approximately four years, or 22kg, this revolutionary stroller enables parents to take their little ones along for the ride. Only taking a few seconds and without any tools required, it is super easy to switch between the two ways to enjoy the Zeno Bike: Trailer Mode and Stroller Mode. It comes in three modern colors: Maliblue, All Black and Silver Pink. Tel: 0207 4264938 cybex-online.com

BEBELEPHANT

ICKLE BUBBA

Doudou et Companie prides itself as being the Doudou, (or blankie) specialist. After a brief interlude, the brand is back in the UK and is being distributed by bébélephant. Each creation is imagined and prototyped by professional stylists with traditional and chic French knowhow which cultivates its original values of creativity, quality, security, innovation and softness. Tel: 020 82021467 www.bebelephant.com

Ickle Bubba’s award-winning Discovery stroller will launch in three new colourways this May, along with a range of accessories for strollers. Best known for its lightweight portability and durability, the Discovery stroller will launch in Dusky Pink with a rose gold chassis and Teal or Graphite grey with a matt black chassis. Weighing in at just 7kg, the Discovery is designed for everyday adventures from school runs to shopping, or travelling abroad. Suitable from six months up to 22kg, the stroller has a range of enhanced features to make travel easier. Tel: 07960 402663 www.icklebubba.com

DREAMTEX Dreamtex is introducing coverless duvets into its homewares collections this summer and is launching with an official Jurassic World dinosaur themed reversible set with matching pillowcase. The coverless duvets are easy to pack and come with a matching drawstring bag, making them the perfect accessory for every sleepover and handy for holidays. The duvet is 4.5 Tog and is machine washable so there’s no fuss with changing sheets. Tel: 01257 220302 www.dreamtexltd.com

SILVER CROSS Suburban, sustainable and stylish, the new Reef from Silver Cross is a refined and functional multi-terrain travel system, offering the ultimate in baby comfort. Newborn ready with a lie-flat seat, Reef can be used with the brand’s award-winning Dream i-Size infant carrier which comes in coordinating colours. Parents also have a choice of two newborn accessories, including a newborn pod and first-bed folding carrycot. Tel: 0345 8726900 www.silvercrossbaby.com

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65 NEW PRODUCTS

WHAT’S NEW ROCKIT The team behind Rockit sleep aids has always designed its products to be as portable as possible. This makes them ideal for taking on holiday and helping little ones to sleep in unfamiliar or noisy settings. So, whether mums and dads need a Rockit to rock the stroller when having a paella out, or a Wooshh sound soother to mask the sound of a nearby holiday disco, Rockit sleep aids are there to help. Tel: 07588 717000 www.rockitrocker.com

RED KITE

GRACO

This brand new Baya Bouncer from Red Kite is available in two great colour options, Dove Grey and Blush Pink. A soft padded quilted seat helps to support baby and allows them to bounce happily with the self bounce action to develop muscle strength. It has an adjustable lie back position and folds flat for storage. Includes toy bar with cute character new friends for extra value and play time. Tel: 01454 326555 www.redkitebaby.com

Oozing curbside coolness and class, the Breaze Lite 2 Stroller from Graco, suitable from birth to 22kg (around four years), now comes in a new Couture Fern fashion fabric. This award-winning compact and lightweight stroller, weighing only 6.5kg, is packed with clever features. Featuring a full-size canopy, multiposition recline, roomy storage basket, removable bumper-bar, easy-release front swivel-lock wheels and a compact fold, Breaze Lite 2 is a perfect choice for busy families. It also converts into a road-trip-ready travel system with the simple addition of the Graco SnugEssentials i-Size car seat which is sold separately. Tel: 0800 9520063 www.gracobaby.eu

MERRYGOROUND Bright Bots has launched 100% cotton brightly coloured 90 cm x75cm receiving blankets. Available in red, yellow, or turquoise these blankets co-ordinate with the unisex Bright Bots muslin squares. A lovely gift for those who want a little colour in their lives. Available from Merrygoround. Tel: 01295 810008 www.merrygoround.co.uk

TRENDS UK Trends UK is very excited to introduce its new range of Paint Pop Paint Sticks. The perfect introduction to painting and doodling, creative kids can paint away the mess-free way. Bright and colourful, with no mess, Paint Pop Paint Sticks create a happy experience for all. The chunky shape is easy for little hands to hold, and the smooth, glide-on paint works without needing water or brushes. Tel: 01702 208175 www.trendsuk.co.uk

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With over 20 years of experience, the iconic Parisian brand of Doudou et Compagnie, with its trademark giftbox presentation, has become a staple in nurseries all over the world. They pride themselves as being the Doudou (blankie) specialist. And now, after a brief interlude, this most gorgeous of brands is back in the UK and is being distributed by bébélephant.

NEW - Bright Bots 100% cotton cellular receiving blankets Bright Bots has launched 100% cotton brightly coloured 90cm x 75cm receiving blankets. Available in red, yellow, or turquoise. These blankets co-ordinate with the Unisex Bright Bots muslin squares. A lovely gift for those who want a little colour in their lives. Available from Merrygoround.

Each creation is imagined and prototyped by professional stylists with traditional and chic French know-how which cultivates its original values of creativity, quality, security, innovation and softness. Doudou et Compagnie is particularly focussed on texture and details to satisfy and bring untold pleasure to babies and toddlers.

Available from bébélephant info@bebelephant.com | 020 8202 1467

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T: 01295 810008 • E: merrygorounduk@outlook.com www.merrygorounduk.co.uk www.facebook.com/merrygorounduk Owners of the MuslinZ and Bright Bots brands. Distributors of Wooly Organic Soft Toys Member of The Nappy Alliance

05/05/2022 20:08

BEST SELLERS

PICCOLA

“We’re loving Galt’s new infant products, which are flying off the shelves, but the best seller is the timeless Sophie la Girafe – I’d be pretty sure every new baby gets one eventually,” says Simon Wilson, owner.

IN NUMBERS The Brentwood branch of toy shop, Piccola, has been trading for 12 years and promises both old friends and new customers a high standard of both service and quality, which is at the heart of everything it does.

ONLINE OR INSTORE

“I’d say it’s about 80-20 shop vs online, depending on the time of year. At Christmas, it’s more like 65-35.”

Above: Piccola customers are always looking for something a bit different – the unique toys sell well in store and online.

OLD AND NEW FRIENDS

“The brands which have been with us from the very start are Fiesta Crafts, Galt, Melissa & Doug, Brio, Indigo Jamm and Janod. For a new supplier, we’re loving some of the new toys that Threadbear are bringing over with their Tender Leaf brand.”

• • • •

“ There are ten people in the Piccola team.” “The average spend per customer is £30.” “Our last delivery was 16 boxes.” “We refresh our window display every two weeks when we can.” • “The shop is thinnish but pretty long – about the size of a swimming pool.”

“I think consumers buying high quality toys are always looking for something different – it’s those unique toys that always sell really well both in-store and online. “Our experience is that dolls houses and playsets are less popular than they once were, though that could be because they are now so readily available heavily discounted online, to the point where it’s pointless for retailers like us to stock them.”

ON THE WAY

SHOP LOCAL

“I think people want to help local businesses, but we have to meet them halfway – we can’t expect people to support us if it’s going to be more expensive for them to do so. We recently ran a promotion called ‘Shop local is a two-way street’ where we offered a 20% discount, exclusively to our local shop customers.”

“Social media is important, but we really hate it, so we did hire some experts to do it for us over Christmas and it was certainly a positive move – we’ll probably bring them back on board as we head to the back end of the year.”

Above: The Piccola team is made up of 10 members of staff in the Brentwood branch.

MY HERO!

GOING SOCIAL

Above: The team prides itself on a high standard of service and quality.

ON THE WAY

OUT

Above: Piccola offers a wide range of toy brands for the preschool market.

RETAILER REVELATIONS

Above: Melissa & Doug has been with the retailer since the start, along with a number of others.

“The brand we would never want to be without is Fiesta Crafts – they’ve been fantastic friends to our business, and we sell all their products relentlessly well in the infant space. The brilliant Jingly Jungly Bowling is the one I put my money on time and time again.”

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05/05/2022 18:24

See us at Toymaste r 17th-19th May

As seen on

and

Playtime made perfect with Paddington!

Rainy Day Paddington

Paddington

Chef Paddington

Collectible Figures Rescue Set With

Figures!

Space for 6 Paddington figures!

Multi Figure Pack

Compatible with all Paddington figures

Play Bus

NEW AW22

Exciting new Playsets arriving this autumn!

NEW AW22

Bessie the Campervan

Football Set

inspiring kids’ imaginations for 50 years OBC_PPS May June 2022.indd 1

The Home of Classic Characters

05/05/2022 20:09

Progressive Preschool May/June 2022

Articles inside

Event Focus

Sector Focus

Executive Profile

Retailer in Numbers

Sector Focus

Sector Focus

Guest Columnist

GfK

Parents Insights

Event Focus: The return of the Toymaster May Show

Progressive Preschool Awards 2022

Event Focus: A look ahead to SILC & Brand & Licensing Innovation Summit

The Big Interview

Industry Roundtable