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No. 165
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Retail 22 Roundtable A panel of creators talk Kickstarter, copycats and why it’s a great time to be a toy inventor
25 Starter pack Cartamundi reveals how it’s helping newcomers to the industry get their ideas off the ground
Licensing
Pre-School
26 Inventors Workshop We profile what to expect as the UK’s inventor community returns to pitch ideas to a wealth of toy execs
September 2015
Marketing 30 Nerfin’ USA It’s a toy icon that’s been a hit with adults and kids alike. Hasbro lifts the lid on decades of success with Nerf
Bright ideas It’s our inventors special, and we’re pushing the creative minds behind some the industry’s greatest products into the spotlight. After all, without them, there wouldn’t be a toy industry to write about
Thanks to Galt Toys for al lowing us to use this sketch from iconic toy designer Patrick Rylands.
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FROM
GREAT CHARACTERS. GREAT ADVENTURES. JOIN FORCES.
28.08.15
©Disney. © Disney/Pixar. © MARVEL 2015. STAR WARS © & ™ Lucasfilm Ltd. All rights reserved. “2”, “PlayStation”, “À”, and “Ô are trademarks or registered trademarks of Sony Computer Entertainment Inc. “Ø” is a trademark of the same company. Wii U is a trademark of Nintendo. © 2012 Nintendo. Product names and/or visuals shown are of product currently in development and may be subject to change. Anakin and Ahsoka are included in the Disney Infinity 3.0: Star Wars™ Starter Pack. Additional Disney Infinity Figures are sold separately. Release dates may vary.
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WELCOME
Follow us @toynewsonline
MEET THE TEAM Billy Langsworthy Editor blangsworthy@nbmedia.com
Robert Hutchins Deputy Editor rhutchins@nbmedia.com
Rhys Troake Staff Writer rtroake@nbmedia.com
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Carole Eagles Account Manager ceagles@nbmedia.com
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Mark Burton Managing Director mburton@nbmedia.com
Editorial: 01992 535646 Advertising: 01992 535647 www.toynews-online.biz
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CONTENTS Regulars 07 13 14 14 16 19 82
News NPD Analysis Campaign of the Month Playtime Industry Movers Industry Opinion Jon Salisbury
Features 22 Inventors Roundtable 25 Cartamundi on Inventors 26 Inventors Workshop Preview 29 Big Interview: LeapFrog 30 Anatomy of a Blockbuster Toy: Nerf 32 Toy Trust Update Licensing.biz 35 News Pre-school (sponsored by VTech Baby) 39 News 40 Opinion Retail 43 News 44 Indie Profile: Arcade Toys 47 Sector Guide: Pocket Money Toys 57 Sector Guide: Games and Puzzles
COMMENT
Creation stories
Not only are toy creators the most crucial cogs in making this industry tick, but they also happen to be some of the most interesting, passionate people I’ve ever had the pleasure to meet.
IT’S FITTING that my first column as editor falls in our special Inventor issue. Not because I’m in any way a toy creator (don’t let the messy hair fool you in that respect), but more because it’s been an area close to my heart since I first started covering this industry. Not only are toy inventors the most crucial cogs in making this industry tick, but they also happen to be some of the most interesting, passionate people I’ve ever had the pleasure to meet. Whether it’s talking toy origins with Bananagrams creator Rena Nathanson, being given the inside scoop on the Dragons’ Den experience by Accentuate’s Graeme Fraser-Bell or chatting male pole dancing with Bez Shahriari, the creator of indie title (and one of my favourite games of the year so far) In A Bind, there’s rarely a dull moment when it comes to the creative minds of the industry. This is typified by this month’s fascinating roundtable with Nathanson, Ooba’s Max Ford, Jenga creator Leslie Scott, Seven Towns’ Steve Perrin and Wow! Stuff’s Richard North. I promise I did bring questions along but I was happy to play spectator as they discussed in detail everything from copycat frustrations to the rise of Kickstarter. The chat will be available in full online over the next few weeks, but I’ve picked some choice cuts for a piece in this issue, one of many focused on championing inventors. It’s something ToyNews will be doing more of later this month at our Inventors Workshop. If you’re yet to get involved, whether you’re an inventor, manufacturer or retailer, and want to know more, do drop me a line. It’s shaping up to be another great day, and who knows, we might just uncover the next big toy craze. I should add, with a new face helming the mag, do take this chance to let me know your thoughts on all things ToyNews, whether it’s things you’re happy with or elements you’d like us to add or change. I’m all ears (literally, I have enquired about having them pinned back). By the way, I strictly mean regarding content. Mine, Rob’s and Rhys’ hairstyles/ fashion choices/attempts at facial hair are here to stay I’m afraid. blangsworthy@nbmedia.com
September 05
8/25/15 15:38
Leader in Europe in the scientific games*
*NPD source
8+
uk@clementoni.com - T. 0203 206 1398
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Clementoni UK
8/11/15 13:58
NEWS
Our Generation sales Barbie teams with Little Mix rock John Crane Valued at $600 million in the US, sales of the doll range are set to account for 30 per cent of the firm’s turnover this year
Raise Your Voice singing competition will mark the launch of the Rock ‘n Royals range
By Robert Hutchins SALES OF Our Generation dolls have been so strong since launch that the range could be its own business, John Crane’s MD Jonathan Thorpe has told ToyNews. The range, valued at around $600 million in the US, has been credited by the toy distributor as accounting for a projected 30 per cent of its turnover for the year. Such is the demand for the doll and accessories collection from some of the UK’s biggest toy retailers that John Crane has already made early predictions that Our Generation will be a big seller this Christmas. Hamleys reported sales of 30,000 units a year, but following the installation of an Our Generation concession within its flagship London store, it is now expected to shift up to half a million. “Our Generation will be about 30 per cent of our turnover this year,” Thorpe told ToyNews. “But the secret is, it’s not just about the dolls. For every doll you sell, you sell five accessories.” The key to selling the range is as a lifestyle range, Thorpe stated. Thanks to a number of large orders on the firm’s Our Generation line of dolls and accessories, pre-school brand Tidlo and evergreen products such as the B-Range, John Crane is
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By Billy Langsworthy BARBIE IS partnering with hit girl band Little Mix on a ‘Raise Your Voice’ campaign. As part of the campaign, girls will have the chance to enter a singing competition celebrating the launch of the new Barbie in Rock ‘n Royals DVD and toy range. The winner will be selected by Little Mix and will even get to meet the band. “Barbie has always fuelled imagination, inspired
The secret is, it’s not just about the dolls. For every doll you sell, you sell five accessories. Jonathan Thorpe, John Crane expecting to end the year 15 per cent over target. “We have more than doubled the business in three years,” continued Thorpe, who took the helm at John Crane four years ago. “We have had to overhaul the business and refocus where we sell product. We have to follow where the consumer goes to buy toys.” With a restructured focus for the firm, now looking outside of the wooden toy
sector, Thorpe has outlined his plans for John Crane to become a major player in the evolving industry. Thorpe added: “We work on three year plans and we know where we intend to be by the end of those. By the end of 2017, I want to be doing £14m to £16m turnover, and I want us to be a significant player. “I don’t want us to be a Hasbro or a Mattel, but certainly one of the better medium players.” John Crane: 01604 774949
creativity and encouraged self-expression and we are delighted to be working with Little Mix who are such an inspiration to girls in how they have found their voices through music,” said Wendy Hill, brand activation director. Mattel. The campaign will run in partnership with Nickelodeon from September 1st to October 18th and will include TV promotion and online ads featuring Little Mix. Mattel: 01628 500 000
Indies back Skinny Sketcher By Billy Langsworthy SKINNY SKETCHER arts and crafts kits have been embraced by indies, gift
shops, art supply stores and even galleries. “The initial reception has been great,” Skinny Sketcher creator Gillian Logan told ToyNews. “The indies have really got the concept and many have been exceptionally creative in identifying new markets. “In store, children’s workshops have been popular with retailers and parents alike who have been grateful for a rainy day activity over the very wet summer holiday period. In response to this demand, we’re developing workshop packs for retailers.” Skinny Sketcher: 0141 255 1988
September 07
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NEWS
Radio 1’s Matt Edmondson teams up with Big Potato to launch Obama Llama The DJ’s first game will be available from Firebox this month before landing in John Lewis in October three different ways, with their teammates trying to guess as many as they can in thirty seconds. The game is being supported by an extensive PR campaign fronted by Edmondson and spanning digital, print and broadcast media. “I’m forever coming up with games concepts, whether they’re for TV or radio,” said Edmondson. “Obama Llama came about one weekend and snowballed, with a friend and I batting celebrity rhymes back and forth on text. It was an obsession. We were trying to outdo
By Billy Langsworthy BBC RADIO 1 DJ Matt Edmondson is launching his first board game, Obama Llama, this month. Edmondson has teamed with Linkee creators Big Potato to bring the game to market, and it will be available later this month at Firebox.com before launching at John Lewis in October. Obama Llama features hundreds of weird and wonderful rhyming charades based around celebs, famous figures and fictional characters, be it Tom Cruise in his platform shoes, Piglet eating a Twiglet or Barack Obama riding a llama. Players compete to describe rhymes in one of
each other with ridiculous rhymes day and night. “I’m a massive fan of silly, sociable board games and quizzes so I ploughed weeks into turning the idea into a
fully-formed game. After showing it to Board Game Club’s Lesley Singleton, she did some match-making with the Big Potato chaps and now here we are.”
Big Potato’s Dean Tempest added: “There was an instant spark when Matt came to show us Obama Llama in our Shoreditch cave, both with him as an inventor and the game itself. “The concept had Big Potato written all over it and Matt’s energy and passion matched ours through and through. “We were convinced it’d be a big hit for Christmas so we leapt into action right away, licensing the game from Matt, giving it a fresh lick of paint and the Big Potato gloss, and getting it into stores, all within a couple of months of that initial meeting.” Big Potato: 020 3620 9495
Paladone boosts Star Wars line ahead of new film The firm is extending its classic range this year as well as welcoming new The Force Awakens products By Rhys Troake BEING ONE of only two UK gift suppliers for Star Wars: The Force Awakens, Paladone is confident of striking success with its expanded Star Wars product range later this year. The firm has enjoyed strong sales with its official Star Wars range of gifts over the past two years, a line that focused on key characters from the original series. Now, with the latest instalment of the franchise approaching, Paladone has released the third update to
its classic Star Wars brand and has an entirely new range dedicated to The Force Awakens waiting in the wings. Additions to the classic range, which now boasts 19 lines, includes the Death Star Mood Light and R2-D2 Desktop Vacuum, brought in following the success of the Henry Desktop Vacuum. “The Force Awakens range is hard to discuss as all the product details are locked down tight until the global embargo is lifted,” Paladone marketing manager Alex Ryan told ToyNews.
“But as only one of two UK gift suppliers nominated by Disney, we can be certain that the 12 new gifts will be amongst the most must-stock lines for Christmas 2015. “We have been told that the range will include the innovative use of 3D lenticular and heat change technologies, plus a brand new light to add to Paladone’s award-winning collection.” Elsewhere, the firm has recently celebrated it 21st anniversary and has its sights set high for the future.
“After doubling in size since the MBO four years ago, we have our sights set high,” continued Ryan. “We want to become the best company in the world to work for and place huge focus on our customer journey, nurturing our valued partners and making sure they love every minute of the business they do with us. “Part of that journey is ensuring we have the hottest licences, trend-based ownbrands and the best and most innovative product.” Paladone: 01273 358757
You will have heard our work. It’s In over 5000 products. Translation and Localisation in over 40 languages: expand your market Voiceover, Custom Music and Sound Effects: sounds that shine Professional Recording Studios: optimised for toys, apps and web Apps, Software and Electronics: your concepts realised
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AVAILABLE 25TH SEPTEMBER 2015 *For use with compatible Nintendo systems only. © 2015 Activision Publishing, Inc. SKYLANDERS SUPERCHARGERS is a trademark and ACTIVISION is a registered trademark of Activision Publishing, Inc. All rights reserved. ‘2’ , ‘PlayStation’, ‘0’ and ‘1’ are trademarks or registered trademarks of Sony Computer Entertainment Inc. ‘-’ is a trademark of the same company. All Rights Reserved. Wii U, Wii and Nintendo 3DS are trademarks of Nintendo. © 2012 Nintendo. All other trademarks and trade names are the properties of their respective owners. All rights reserved. USE OF THIS PRODUCT IS SUBJECT TO THE TERMS OF SERVICE AND PRIVACY POLICY AT SKYLANDERS.COM/SUPPORT. IF YOU DO NOT WISH TO ACCEPT THE TERMS OF SERVICE AND PRIVACY POLICY PLEASE DO NOT PURCHASE THIS PRODUCT. ONLINE PLAY REQUIRES BROADBAND INTERNET CONNECTION.
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NPD RESEARCH
Retail Sales Trends
Properties
Plush and outdoor toys spark value growth in July
IN JULY, the UK toy market returned to monthly value growth with sales up nine per cent. Volume was down, minus 11 per cent, for the fourth month in a row and is still impacted by the high volume of World Cup Stickers and Looms sold in 2014. This has impacted the average price paid with the under £3 price point down 13 per cent YTD. However, £6 to £10 is the fastest growing price point YTD with nearly over £25m sold through that price range so far this year. All price points above £10 have also seen an increase, meaning the total average price has increased across total toys to £7.70 YTD. Nine out of eleven supercategories were in value growth, with plush up an impressive 33 per cent through both traditional and special feature plush segments gaining sales. Licences were a big driver of plush growth in July with Despicable Me/Minions and Minecraft continuing to add sales to the category. However, one of the
biggest drivers is the new Bing preschool licence which was the number four property in plush for July. The outdoor category also grew in July, up eight per cent driven by summer seasonal toys, particularly pools and water guns which were up double-digits for the month.
“While we may be obsessed with the weather in the UK, we shouldn’t underestimate the impact it can have on toy market, especially over the summer months and school holidays,” said Jez Fraser-Hook, practice director of NPD Group’s toy business in the UK. “Outdoor and sports toys especially are impacted by changes in the weather and are a vital part of the toy industry. Not only is outdoor the second largest supercategory by value (behind infant and pre-school toys) but there are some key annual brands in the category that perform well every summer. “Most notable are Nerf, Little Tikes and Swingball who all top the best seller’s lists sometime between May and August. “A few sunny days during the school holidays can be enough to change a poor year for toys to a good year. “However, with 2015 already in a strong position, some sun over September could help drive this year to record breaking highs,” concludes Fraser-Hook.
Best item progression July 2015
Bing Talking Plush Assortment (Mattel)
Bing is proving popular on the toy aisles and was one of the biggest drivers of plush in July. The Bing Talking Plush Assortment was 1,147 in the rankings back in June, but jumped all the way up to number 48 in July.
Sales UK toy sales
(value, year-to-date)
YTD 2014
YTD 2015
9%
Source: NPD
Average toy price July ’14: £6.46
July ’15: £7.92
UK RETAIL SALES TRENDS July 2015 (£ sales – value)
July 2015 (Unit sales – volume)
1All Surface Swingball
1Hot Wheels Basic Car Assortment
2.
SmarTrike 4-in-1 Trike Assortment
3.
The Simpsons Minifigures
4.
Mookie Toys
Mattel
Mookie Toys
2.
The Simpsons Minifigures
LEGO
3.
Shopkins 2 Pack
Shopkins Pack of 12
Flair
4.
Despicable Me 2 Minion Surprise
5.
Shopkins 2 Pack
Flair
5.
Match Attax 2014/2015
6.
Super Splash Family Pool
Wilton Bradley
6.
LEGO Mixels
7.
LEGO Ninjago Airjitzu Assortment
LEGO
7.
Despicable Me Minions Stickers
Topps
8.
Nerf Supersoaker Freezefire
Hasbro
8.
Jurassic World Sticker Pack
Panini
9.
LEGO Speed Champions Assortment
LEGO
9.
Play Doh Single Tub Assortment
10. Hot Wheels Basic Car Assortment
Mattel
10. Disney Frozen 3 Stickers
Notes: All participating NPD retail data suppliers provide weekly data via epos systems. NPD figures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. Epos sample includes the following retailers: Amazon.co.uk, Argos, Asda, Boots, Debenhams, ELC, Firebox, Freemans, Grattan, Halfords, Hamleys, HMV, John Lewis, Marks & Spencer, Mothercare, Next, Play.com, Sainsbury’s, Shop Direct, Tesco, The Entertainer, Toys R Us, Toymaster, WHSmith, Wilkinsons. NPD estimates that the epos now accounts for 78% of the total toy market.
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LEGO Flair Geemac Topps LEGO
Hasbro Panini
01932 355 580 September 13
8/19/15 16:30
CAMPAIGN OF THE MONTH / PLAYTIME
Zoomer
Having enjoyed a successful 2014 with its Zoomer Dino, Spin Master has expanded its range of Zoomer interactive toys. Here the firm details the campaigns in place set to bolster its latest line of products CONTACT n Spin Master: 01628 535000 n www.spinmaster.com
2014 SAW Zoomer Dino, Boomer, secure its place as one of the top toys for Christmas, receiving accolades from Dream Toys and retailer blogger and review sites who deemed it one of most innovative toys on the market. The evolution of Dino this year sees three midpriced Zoomer Chomplingz, which are game playing dinos each with its own interactive personality. One of the stars of the biggest film of the year is joing the Zoomer family, as the Indominus Rex comes to life with a special Jurassic World Zoomer. Also new to the Zoomer portflio is the Zuppy Love Puppies and Zoomer Kitty.
Site bites Zoomerpup.com is being updated to include the new Zoomer Zuppy Love range, bringing new elements to the site. New developments include interactive material for kids to encourage them to engage with the brand and spend more time on the site. This includes new games, the ability to unlock more features, tips on training and where to buy the product. Spin Master is also developing a brand-new Zoomer Kitty website dedicated to the feline while Zoomerdino.com is being updated to include the new home for Indominus Rex. Each site allows kids to learn everything about their Zoomer pet. Digital footprint To complement the huge TV activity, Spin Master is teaming up with Disney and Nickelodeon following the success of 2014’s campaigns to deliver digital content featuring Zoomer Kitty and Chomplingz. This will include pre-roll and immersive content on its websites during October and November. Further digital activity will see Zoomer Kitty sponsoring Cartoon Network’s Pet of the Week in October. Facebook, Instagram and other social media platforms will be active around key holidays with funny, quirky postings uploaded, teaser videos, as well as tricks and training tips to keep kids engaged and entertained.
Playtime
Retail roll-out Standout in-store POS will be placed at selected retail outlets and supported with online assets across the whole Zoomer range. Stars of the small screen The TV campaign, which started in August and runs through to Christmas, includes four individual high impact campaigns that will introduce Chomplingz, Jurassic World Indominus Rex, Kitty and Zuppy Love. Each campaign aims to bring the pets to life, highlighting their innovative features, personalities and the different ways to play.
Generation Media takes a look at the top ten toys and games campaigns of the year so far compared the big hitters of 2014 Source: BARB 2015
TOP TOYS & GAMES BRANDS - JAN 1ST - JULY 31ST 2015
TOP TOYS & GAMES BRANDS - JAN 1ST - JULY 31ST 2014
No. Brand
CH TVRs
SOV %
No. Brand
CH TVRs
SOV %
1
THINKWAY MINIONS ACTION FIGURES
1112
1.8%
1
PANINI WORLD CUP STICKER
2148
4.0%
2
BUILD A BEAR WORKSHOP
1075
1.7%
2
LEGO FRIENDS
1076
2.0%
3
HASBRO MY LITTLE PONY RAINBOW
978
1.6%
3
ZURU ROBOFISH & ROBOSHARK
923
1.7%
4
LEGO CITY
909
1.5%
4
LEGO CHIMA
794
1.5%
5
FLAIR TEENAGE MUTANT NINJA TURTLES 744
1.2%
5
BUILD A BEAR WORKSHOP
785
1.5%
6
HASBRO MARVEL HERO MASHERS
730
1.2%
6
BANDAI TAMAGOTCHI
780
1.4%
7
LEGO FRIENDS
730
1.2%
7
HASBRO MY LITTLE PONY RAINBOW
763
1.4%
8
LEGO NINJAGO
718
1.2%
8
LEGO CITY
755
1.4%
9
MAGIC BOX ZOMLINGS
614
1.0%
9
HASBRO NERF REBELLE
731
1.4%
10
BANDAI BIG HERO 6 ACTION FIGURES
591
1.0%
10
FLAIR TEENAGE MUTANT NINJA TURTLES
671
1.2%
n This edition examines the top ten toys and games campaigns of the year so far compared to the top ten campaigns across the same period back in 2014. n The combined kids TVRs achieved by the top ten in
2015 was 13 per cent lower than the same period in 2014 (8201 vs 9426). n Moreover, the total share of voice of 2015’s top toys and games brands is five percentile points below 2014 (13 per cent vs 18 per cent).
n The difference in years becomes more apparent when comparing individual campaigns. For example, the largest campaign of 2014, Panini World Cup Stickers (2148 CH TVRs) delivered nearly double the TVR levels of the
top campaign in 2015, Thinkway Minions Action Figures (1112 CH TVRS). n Half of the top ten campaigns featured in the top ten for both years (Build a Bear Workshop, Hasbro My Little Pony,
LEGO City, Flair TMNT and LEGO Friends). n The total delivery of those five campaigns outweighs the TV support in the previous year, showing how advertisers’ priorities can change year on year.
ToyNews PlayTime is provided by Generation Media 0207 307 7900 | www.generationmedia.co.uk 14 September
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APPOINTMENTS
Industry moves This month, Bigjigs welcomes several new employees, Orchard Toys adds a new marketing assistant to its ranks, two new sales consultants join Pioneer Europe and Character Options stars as our Team of the Month TEAM OF THE MONTH Who’s in the team? We have Jerry Healy, the marketing director, Mark Hunt, the marketing manager and Colin Fox, the marketing services manager. Brand managers include Rachel Jones, Laura Gunton and Clare Rix with Emma Walker as product manager. Meanwhile, Barbara Bradbury is the marketing and product co-ordinator, David Ragg is our sales and marketing analyst while Kelly Hastings heads up our product specification and content arm. We also have our in-house design team that creates all of our marketing collateral and our audio and visual department for editing TVCs and online content.
Bigjigs Toys n The wooden toy specialist has welcomed a trio of new faces to the team, with DEBORAH STANLEY, LYDIA NARRAWAY and LUCY ROUD each taking up new positions with the expanding firm. Orchard Toys n The pre-school games and jigsaws specialist has recently welcomed industry newcomer CHLOE LAMB to the ranks as the company’s new marketing assistant.
16 September
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CHARACTER OPTIONS working across a number of seasons and product ranges, you have to remain focused as a team or opportunities can be missed. What’s the best part of working in the industry? Its great to work on toys, we have a work hard, play hard philosophy and that is very much put to the test at Toy Fair, it’s an amazing week.
What have been your biggest successes of the last 12 months? Peppa has had a great year and with the introduction of Holiday and Once Upon a Time we expect growth in 2015. Little Live is fast becoming one our biggest properties, we have lots of new introductions
Stanley (pictured top left) has joined as the firm’s London and South East sales representative. She arrives via Epoch and Wow and is looking forward to taking the firm to even greater heights in her new role. Meanwhile, Narraway (top right) has been assigned as the company’s marketing and PR coordinator. Narraway recently worked for Hornby Hobbies where she held the position of assistant marketing communications Lamb has stepped into the role boasting a strong background in online marketing with experience in social media, copywriting and email marketing. In her previous role as social media executive, Lamb managed the online marketing activities for a small but dynamic company.
this AW which should drive the brand even further and Minecraft continues to do well. What are you working on at the moment? SS16 previews are in full swing, we had some great reactions to the line, especially Teletubbies.
manager, responsible for managing the marketing activities for Airfix and Scalextric. She looks forward to continuing the firm’s current vibrant approach to marketing. Finally, Roud (bottom left) will be fulfilling the role of compliance customer liaison officer. Roud boasts extensive experience in the field, having worked for Brake Bros. in a similar capacity. The trio of new hires have been welcomed to their new positions with the firm. Lamb said: “I am so thrilled to be given the chance to work for such a fantastic company, and hope I can use my skills and experience to make Orchard Toys even more successful.” With her experience in social media, she will be a huge asset to the firm’s PR and communications.
Our AW15 product line is hitting retail so we are implementing our marketing campaigns across TV, digital and print, so lots to be done.
Who’s the office joker? We all have our moments, we know when to let off steam, but Emma Walker tends to set us off.
What’s the hardest part of working in the toy industry? Time. The industry moves so fast and you’re constantly
Who makes the best cuppa? We generally take turns – however, Mark has been known to make a mean cuppa (once).
Pioneer Europe n This month sees the firm appoint two new sales consultants, ALAN MACPHERSON and CHARLES DYSON. Their roles will include developing new business, supporting existing customers and meeting evolving training needs. Macpherson (pictured above left) will handle Qualatex sales across Scotland and Ireland, while Dyson (above right) will look after business in the North East territories. BRETT SMITH, the firm’s commercial manager has welcomed the pair to the now expanding team. “I am really excited to be adding two experienced sales people to the already fantastic team,” he said.
DKL n PETER WARD has been appointed as the firm’s new sales executive for Southern England, selling all of the company’s popular product ranges. Ward brings many years experience of selling toys in this area and is already very well known by customers across the UK. Following the appointment, the current sales agents will no longer represent the toy firm. “I would like to thank the exiting sales agents for their efforts over the years and for the smooth transition to bring Peter on board,” said company sales director, DAVID ALLEN. “We have now brought in new ranges that need dedicated selling in new and current areas and a sales executive can secure his time only to our ranges.”
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Come and visit us at the NEC Autumn Fair! Hall 5 Stand B11 muddleit_v6 FINAL.indd 1
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8/19/15 15:22
OPINION
Movie magic With previously unknown properties like Ant-Man making a splash on the big screen and in the toy aisles, Steve Reece looks at how the relationship between Hollywood and toys is evolving 2015 IS A year that will be remembered for having an almost ludicrously strong movie slate. And there’s nothing quite like a string of hit movies to drive strong sales in the toy market. Between a summer movie launch and autumn DVD release, there are two distinct marketing blitzes to the tune of many millions, which usually ensure any vaguely successful movie romps home at the checkouts in terms of merchandise and particularly toy sales. None of this is new; in fact it’s been a cyclical process in the toy business for decades. However, what is more interesting
this time around is that following a huge movie year like this, there is usually a quieter period for a year or two afterwards. The perennial toy brands that sometimes take a beating when a smash hit movie cannibalises their sales (e.g. Frozen and Barbie) have historically tended to bounce back once the movies are in the rear view mirror. That’s certainly something I’d expect to see from Barbie in 2015 and 2016 to continue that example. The difference though between the past versus the present and future is that the structure and process of those movie studios or toy companies
who produce movies likely to drive toy sales has changed. Toy companies are ever closer to Hollywood – instead of this being an objective, it’s now a matter of fact, as Hasbro and LEGO have proven.
The Star Wars brand is now in the hands of a company more likely to be prolific in terms of output than the previous owners and founders of the franchise (combined short term with a December 2015 release for the next Star Wars movie, which will push toy sales into 2016 to a degree). And in the super hero movie space we have never had more output. I recently went to watch Ant-Man, a Marvel character that, while now obviously well-known due to the movie, was previously little known except among the more avid followers of retro comics. It occurred to me while watching the film, and
while seeing comparatively successful box office numbers, that if a little known comic character like Ant-Man can be made into at least a reasonably successful movie and toy line, then perhaps we aren’t going to see those opportunities for perennial toy brand resurgence that flat movie years offer. Or to put it another way, it seems like we just aren’t going to have many quiet movie years again for the foreseeable future, which is great news in terms of top line sales for the toy industry, but represents an even stronger challenge than before in terms of perennial brands.
Steve Reece runs a leading consultancy delivering consumer research and manufacturing sourcing services to toy and games companies. Contact him via www.KidsBrandInsight.com.
Digital is not a threat to traditional toys Nomad Games MD Don Whiteford explains why digital games can provide a boost to the traditional toy business and even help refresh decades-old products and brands IT’S PROBABLY fair to say that over the years, the traditional toy and games business has had something of an on/off relationship with the video games industry. Thanks to Daily Mail-esque reports on iPads replacing toy boxes, it’s easy to see why some toy industry execs have viewed digital businesses with an air of suspicion. But there are strong ties between the two sectors, with licensing deals having long been important to both. With the rise in popularity of board and card games over the past couple of years, there have been some similarly successful licensing collaborations in the family and adult games space.
Check out the board game charts on Steam (the PC games download service) and mobile charts and, amongst the ‘made for digital’ titles, you’ll come across some stalwart brands such as Ticket To Ride and Warhammer. Happily, at Nomad Games we’ve also seen our own digital board game title, Games Workshop’s Talisman, a constant in these charts. When we launched Nomad Games back in 2011, our remit for the company was to focus on the board and card game niche. We knew that board gaming was having a revival and, while classics like Catan and Carcasonne were already on mobile,
we could see potential for many other good titles that could make the leap. Many board game makers want to go digital and after speaking to the CEO at Days of Wonder, Eric Hautemont, we discovered that there is huge synergy between physical and digital versions. Our decision to concentrate on these games has proven fruitful, with Talisman having sat solidly at the top of the board game charts in the US and the UK on Google Play since day one. Let’s be clear – a digital version of a board game doesn’t replace that physical, ‘mates in a room experience’ and nor should it. What it does do is
provide existing fans with a way to enjoy playing when it’s simply not possible or convenient to take over the dining room for an evening. In digital form, board games are very convenient, especially on mobile platforms when travelling.They give players a chance to try a game before making a bigger investment in a physical version and allow you to get good at playing a game on your own. What the digital version of Talisman is most definitely not doing is cannibalising physical sales of this 30 year-old Games Workshop classic. We’ve had much anecdotal feedback from forums about
new users going on to buy the physical game. Now we’re looking forward to replicating that with additional board and card games going forward. We have two more classic board games titles to announce over the coming weeks, and we’re proud to be supporting the Inventors Workshop, where we look forward to speaking with game creators about taking their new products to digital formats. Our approach shows that digital does not pose a threat to traditional games; but companies like Nomad Games can actually provide a boost to the business and refresh decades-old products such as Talisman.
Don Whiteford is the MD at independent video games developer and publisher Nomad Games.The firm has enjoyed huge success with the PC and mobile versions of classic Games Workshop board game Talisman and is now looking to extend its portfolio by taking other card and board games to digital formats. Nomad can be contacted on 01925 759660.
www.toynews-online.biz
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September 19
8/19/15 16:57
OPINION
The rules of attraction Creative consultant and Little Book of Bananagrams author Deej Johnson explores to the dos, don’ts and potential pitfalls when it comes to writing those all important game instructions THE PACKAGING’S off, the container’s open, the instructions are out and the misery begins. That vision of fun promised by a game’s marketing guru often seems a long way off as family and friends start fidgeting through a litany of poorly-written rules. But since fun is what the shopper is really buying when they pick up your game, my question is this: shouldn’t you consider every unnecessary word in the instructions an unwelcome obstacle between your promise of entertainment and the delivery of it? In my experience, many people - from Kickstarterfunded first timers to established brand giants -
create instructions that make three critical mistakes: talking at people, sounding stuffy, and confusing readers.
out loud verbatim or they combine these approaches. In any case it helps your writing if you picture an
Many people create instructions that make three critical mistakes: talking at people, sounding stuffy and confusing readers. Here’s how to avoid them: Talking at people: Think how rules are usually used. Whether it’s a game for two or 22, only one person actually sits there and reads them - mostly doing one of three things. Either they go through the instructions quietly before paraphrasing; they read
individual doing the job, and address that person directly. Where possible, say you, not ‘players’, and write directions that are easy to read out loud. Use the present tense, short sentences and contractions. Sounding stuffy: For some inexplicable reason, the tone of many rules seems to
address a group of Victorian socialites gathering in a parlour hoping to be amused. Who imagines game players readily using words like ‘playing board’, ‘disassembly’ and ‘centre of the playing area’? We call it a board. We take things apart. We say “where everyone can reach it.” Drop the jargon. Write conversationally and use good punctuation - with casual language. Confusing readers: Here’s a genuine ‘Object of the Game’: “Be first to get all your pieces to their current numbered circles in the centre of the board after moving them once round the track.” Would you be any the wiser for reading that twice?
Not only is it unclear, it’s also about three times the length it needs to be. It could be written: “Be first to race your pieces round the track.” That’s the object of the game. Everything else becomes apparent later. One way to see how clear your own instructions are is to have strangers play your game, but don’t explain it to them. Don’t even let them know it’s yours. Just watch them go through the process. If they can’t quickly get on with the game, your writing needs more work. My advice is to aggressively rewrite your instructions with these three points in mind. You should find your game makes more sense, looks easier to play, and feels more fun.
Deej Johnson is a writer and creative consultant whose clients include Bananagrams, Sussed, Accentuate and Playtime PR. He is also the author of The Little Book of Bananagrams.
Bricks for hire Toyologist Peter Jenkinson looks at why UK-based LEGO rental services need to up their game to rival the success of a platform like Pley, a business which is currently expanding across the US IT’S APPARENT that planet wide we can’t get enough of the brick. Sales are off the scale and now a new business model is making ground to satisfy the insatiable appetite for the Danish construction set. With a plethora of new sets hitting the shelves on a regular basis, an outfit in the States, Pley.com, is the most prominent player in the LEGO rental business. The firm has completed a round of $10m financing to drive expansion across the US and to keep ahead of the competition with more distribution, brick scanning machines (these use facial recognition software) and sanitisation machines.
It is now said to be heading to Europe. Lofty ambitions indeed. It’s small scale at present here in Blighty, but the LEGO rental sector already has three players, each with slight nuances to their business model. None are financed by the brick behemoth or, it would appear, are being asked to tow any kind of corporate line, which moderately surprises but very much pleases. It’s an attractive model, some aspects of which could do with a tinker here and there to make one of them really stand out and take a market lead. As yet, aside from local noise, we’ve yet to see
any of them make a mark across the media as one might expect, but a simple shift will see one fly the mediocre nest. Each offers sliding scale services, rental subscriptions and a number of sets per month, all
across different price bracket sets. Use yours, send it back, send it on, and get another set. Simples. When you can’t bear to part with a set, you can keep it or get a new one sent out at a competitive price.
The three UK outfits need to up their ante; one of them could become the so-called ‘Netflix for Bricks’ in no time and leave the others in their wake just picking up the pieces (pun intended). If they don’t, then Pley could step over the pond and, with a modicum of spend, take a decent share. In France there’s 7Kyds, which also does Playmobil Perhaps they’re about to step in? Or could Funstation from India appear on the scene? So Let’s Go Play, We Love Bricks and BuildURBricks, could you collaborate or initiate some greater noise as I’d like to back your Brit made businesses all the way.
Peter Jenkinson regularly writes about the latest trends in tech and toys across the UK national press, online and, despite having a face for radio, he can often be heard enthusing about the industry can be spotted on the box.
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www.toynews-online.biz
8/19/15 16:57
INVENTORS ROUNDTABLE
Grand designers Billy Langsworthy joins Seven Towns’ Steve Perrin, Ooba Toys’ Max Ford, Wow! Stuff’s Richard North, Jenga creator and co-founder of Oxford Games Leslie Scott and Bananagrams’ Rena Nathanson for a chat about copycats, becoming a brand, the impact of Kickstarter and why it’s a great time to be a toy inventor
COPYCATS WOES Leslie Scott, Jenga creator and co-founder of Oxford Games: With major companies, once a game becomes really established it refers to it as brand. You get brand extensions rather than game extensions so it can hold onto that game. Rena Nathanson, CEO, Bananagrams: The brand earns the trust of the buyer. If they buy Bananagrams and love the experience, they will trust the name. Steve Perrin, senior VP design and production, Seven Towns: The goal for anything is for it to go from being a new product to becoming a brand.
Max Ford managing director, Ooba: There are brand-building companies and then there are companies that will see something as being good for a season. Some companies listen too much to mass-market retailers and not enough to the indie stores. With old items that became big brands over time, and which have seen themselves being copied, the managers have focused on extending those brands in order to maintain them. By focusing on that, the companies haven’t protected the quality of the item or its core community. Instead they thought consumers would automatically go with the brand name they trusted, no matter what they got. Steve Perrin: 20 years ago, when the erosion of some of these brands happened, I don’t think the legal system was savvy enough to offer a way in which they could have been protected. At the time, and a lot of the time now, it’s seen that if you’re the market leader, then it’s just c’est la vie that
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another company might take 10 per cent of your pie while you have 90 per cent. Gradually that gets eroded. You have to get the balance right between whether a legal fight distracts you versus protecting your own business.
Leslie Scott: Also, you get a patent and it’s granted, but then it’s entirely up to you to defend that. I find that whole concept bizarre. Rena Nathanson: And the cost is huge.
You have to get the balance right between whether a legal fight distracts you versus protecting your business. Steve Perrin, Seven Towns
Richard North, CEO, Wow! Stuff: We’re in an interesting situation with our Real FX racing car system. We launched it and Argos and Tesco have picked it as one of their top toys for Christmas so we got off to a great start in that respect. But competitors will at some point try to knock it off and force us to spend money defending this. We find it immoral. Steve Perrin: 99.9 per cent of people in the toy industry are nice people. It’s a very small industry and history will find you out very quickly.
Leslie Scott: I don’t understand why the patent office doesn’t take some sort of responsibility for defending that. KICKSTARTER AND THE FUTURE OF TOY DESIGN Rena Nathanson: Had I not had the resources at the time, I would have used Kickstarter. It’s a great resource for people who have no other option. Richard North: Three years ago, you couldn’t have had a small company come up with a great product like
Bananagrams and get it out there so fast. Even the big companies are trying to get involved in it. Max Ford: Games are particularly big as an area on Kickstarter. Cards Against Humanity has been an enormous success since it was funded and the latest one is Exploding Kittens, which looks to be a good, interesting card game that has drummed up over $8m. One of the theories we have at Ooba is that bringing games like Jenga and Bananagrams to market will happen predominantly on this sort of platform in the future. The bigger companies might rightly now wait for something to become socially aware with a big online following before licensing it. I believe Hasbro has just done it with Pie Face. Richard North: The big difference with a platform like Kickstarter is that consumers are voting these products to the top. They are becoming massive advocates for the products because they now have a voice. www.toynews-online.biz
8/25/15 17:15
INVENTORS ROUNDTABLE iPhone, it would probably be out of business now. It knows it needs a complete evolution every so often.
Max Ford: Cards Against Humanity and companies like Big Potato are good examples of firms choosing to do things their own way and not caring about what the traditional toy industry is about. Ultimately, is it even possible for the big companies to vanish because inventors don’t need them to do the distribution any longer? Rena Nathanson: It’s no bad thing to make the big boys look at themselves. It’s a leveller. It’s a good thing and it’s humbling for them. Steve Perrin: The concept of the big behemoth company being under threat is nothing unusual. People that are not within a big organisation are much freer to do things. Richard North: I think you’ll start seeing the major firms placing many more small bets than they’ve ever done. They’ll have a business within their business set up to invest in the early stages of lots and lots of small businesses, just like Google has done with Google Ventures. Steve Perrin: The key thing for any inventor is a route to market. The concept of Kickstarter is new route to market. It’s not that the other routes have gone away and this has replaced it, it’s just a new route to market. It can only be a good thing, but as a route to market, it has a massive amount of failures as well as a few success stories. But it’s very low risk and that’s the interesting thing about it. Max Ford: You say that disruptive routes to market have been around for ages
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Max Ford: Apple is fantastic at keeping itself fresh and the process of constantly challenging your own business strategy is something that is going to have to be embraced at every management level at every company.
Kickstarter is making the big boys look at themselves. It’s a leveller and that’s no bad thing. Rena Nathanson, Bananagrams
and that’s true. But if you were to look 15 years ago, 10 years ago, five years ago at the number one card game in the world, it’s UNO. Then Kickstarter comes along with Exploding Kittens and if you’re a major toy company, you might be able to acquire it for x million and you have a serious contender that seemingly came out of nowhere. Previously you had to spend millions TV-ing an unknown game to even try to get even remotely close to where Exploding Kittens is now. I think that’s the kind of thrill our industry needed.
playing with whatever it is. It doesn’t matter whether it’s digital or physical. There are cases where technology has superseded traditional games and the best example of this is Subbuteo. The experience of playing Subbuteo when we were kids was good but now, playing FIFA 14 on a screen blows it away.
TOYS AND TECHNOLOGY
Steve Perrin: But tech toys are prone to being fads.
Richard North: With tech, a lot of stuff will be reinvented. Owners of a brand like Jenga will look and see how the application of tech will keep the kids playing longer. Steve Perrin: I think it’s all about the experience of
Leslie Scott: Look at the work of NaturalMotion, the company that did the simulation behind GTA IV and Backbreaker, and devised the Jenga app too. It’s an experience in itself.
Max Ford: Every product in our industry is prone to being a fad. If a company isn’t building a brand, everything just lasts a cycle. Richard North: If Apple had just stuck with the very first
Leslie Scott: That could be a non-creative way of working. If you had that weight on your shoulders and had to be aware of all of this, it’s stifling. I think the creative people should be shielded from the route to market stuff. Rena Nathanson: I find it intimidating. It’s very time consuming too. Max Ford: It is an anxious business model and it is challenging but Ooba has decided to focus on one thing and that’s the concept. We’re in a rich time to find lots of opportunities when it comes to routes to market, but making sure we have the best ideas is where we start. That’s why we’re teaming up with ToyNews for the Inventors Workshop to widen our network of inventors. THE STATE OF CREATIVITY Steve Perrin: It’s changing. In the past, when you’d go to New York Toy Fair, you’d go to the big companies because that’s where you expected to see the really cool stuff. That’s not where it necessarily is anymore. They are perfectly capable still, but there are loads more people coming up with great stuff.
Max Ford: The traditional toy and game business model was probably more stifling to creativity than where we are today. A great game that everyone really enjoys playing should be on the market. I think it’s an exciting time for people who want to bring product to market. Good ideas will float to the surface now. Richard North: Inventors will become companies more and more because of technology. They can now just take a product straight to market, cut out the middle guy and have their own brand. Rena Nathanson: And maintain control over it. Leslie Scott: It’s a very crowded market though so it’s still tough. Richard North: But isn’t it easier now because anyone can do a Kickstarter campaign? Not everyone gets to see Hasbro or Mattel. Steve Perrin: You’re still a small fish in a very big pond. I don’t think by any means that it’s easy or a given. Rena Nathanson: There’s just more opportunities. Steve Perrin: And there are more young inventors savvy as to how best to use the tools to their advantage.
September 23
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Tuesday, September 22nd, 2015 l Whittlebury Hall, Northampton
The Inventors Workshop will be held at Whittlebury Hall in Northampton on Tuesday, September 22nd, 2015. More than 40 of the most innovative and influential toy and game manufacturers, technology companies and financial houses will present, discuss, and connect with more than 150 inventors who are expected at the one-day conference.
ON THE DAY The Inventors Workshop was launched to try and end the frustration for inventors seeking time with toy companies, to give them their chance at meeting with the right company and, just as importantly, the right people within it. This way we can contribute to the continued growth of the toy industry.
THE IDEA The conference will be split into two new tracks to make it easier to enjoy insight, discussions and presentations from manufacturers, inventors and technology companies. There will be an Inventors Track aimed at beginners and an Industry Track for more experienced creators, including those who attended last year’s event.
CONFERENCE After our inspiring programme of advice, ideas and collaboration, we will be giving more time on the day to the life changing Pitch sessions that will give inventors an even greater chance of connecting with the right business partner.
THE PITCH “As a result of the pitching sessions, I secured a deal for my creation: Skinny Sketcher. This led to the development of a whole range, which I launched earlier this year at London Toy Fair. The product is on shelves and the whole process was set in motion by the Workshop. Deal aside, the panel sessions were hugely inspiring.” Gillian Logan, Skinny Sketcher inventor.
THE RESULT Super sponsors
Major Sponsors
Exhibition Sponsors
SPONSORS SPONSORSHIP OPPORTUNITIES Connect with creative inventors that you would not have met otherwise via private scheduled one-to-one meetings
Secure a contract with potentially the next biggest play experience
Help to educate, promote and inspire the next generation of toy and game inventors
Invest in an event that encourages innovation and evolution of the toy and games business
High profile branding across the duration of the Inventors Workshop marketing campaign
Demonstrate leadership via the engaging conference programme
For sponsorship opportunities contact Jodie Holdway, jholdway@nbmedia.com, or Carole Eagles, ceagles@nbmedia.com. 01992 535647 Inventors Workshop_Layout 2.indd 1
8/19/15 12:04
SUPPLIER PROFILE
Starter pack Billy Langsworthy talks to Steven Schoenmaekers, Cartamundi’s key account manager of special projects, about how the firm is helping independent game inventors take their first steps in the industry CARTAMUNDI HAS been producing cards for over 250 years and innovation remains at the heart of the business. Whether it’s dipping a toe into magic with iCards or embracing technology with its Shuffle line, the firm strives to keep its finger on the pulse. With new inventors coming up with some of the most interesting fresh additions to the games market, Cartamundi has gone about ensuring it has all the tools available to help individuals and start-up firms achieve their vision. “In our industry, the ‘small producers’ are the independent games inventors,” Steven Schoenmaekers, Cartamundi’s key account manager of special projects, tells ToyNews. “Over the years we have established a custom-made approach for any inventor depending on their size. We listen to their story, we make suggestions on the most cost effective type of material, we give general advices on patent, route to market and we even offer digital enhancement via our digital department. “At Cartamundi, we have extensive knowledge when it comes to the production and the launch of new games. Recently, with the arrival of Kickstarter and other crowdfunding platforms, we have seen that our support has become part of the foundations of the inventors’ bids. “We wish all these games could see the marketplace, but we know these inventors are really resilient and keep coming back with new inventions.” The firm is currently creating a ‘one-stop shop’ for inventors that will boast a set of tools designed to help new ideas reach the market. Schoenmaekers adds: “Small inventors are www.toynews-online.biz
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welcomed at Cartamundi and we have seen that the word of mouth in the gaming community is certainly the best way to promote our services. “We are creating a global incubator where the inventors can take
size, material, packaging and special printing techniques. “Our partnership doesn’t end when the game is produced. We go further and we try to open new markets, support the inventor to find the right distributor and create new
Over the years, we have established a custom-made approach for any inventor depending on their size. Steven Schoenmaekers, Cartamundi
advantage of all our tools to bring their ideas to the marketplace. This will be a one-stop shop where everything needed is just a click away, still maintaining that human touch factor which is part of our DNA. “Thanks to our global production network, which spans from Europe, US, Brazil, India to Japan, we can offer the right solution for any small inventor in terms of
revenue streams with our promotion department.” Inventors are coming to the toy industry from a wide variety of backgrounds, with engineers, video game specialists and even scientists helping to fuel the industry’s next wave of tech toys and toys-to-life products. Cartamundi is backing this movement with services that enable more tech-minded creators to
bring cutting edge ideas and innovation to life. “You will be surprised of the many type of cards we can produce,” says Schoenmaekers. “Recently we have created an ecosystem with some European partners to bring RFID/NFC cards to the market. These are regular cards that look and feel like regular cards, but they have a microchip and an antenna embedded in the card. “This allows the cards to communicate with an NFC reader available in tablets or smartphones and any other hardware devices. “By 2016, there will be 1.8 billion NFC handsets worldwide. As you can
imagine, this opens a lot of opportunities to integrate digital into card and board games.” Having seen the competition begin to embrace the next wave of inventor talent, Cartamundi doesn’t see its approach to this area as a temporary measure. “We have seen existing publishers change their approach towards smaller inventors, reaching out and tapping into this pool of ideas in the search of their next big thing,” adds Schoenmaekers. “Cartamundi fosters such creativity and has a team of people across the world that advise and support these inventors with optimal manufacturing solutions.” September 25
8/19/15 16:03
INVENTORS WORKSHOP 2015
A guide to Inventors
Workshop 2015
Following its successful debut last year, Inventors Workshop is back. Robert Hutchins details how we plan to once again put the UK’s toy inventor community in front of world’s top toy companies TOY INVENTION is quite simply the beating heart of this colourful, fast-moving and innovative industry. Regular readers of ToyNews, both in print and online, would have noticed that for the past year or so, we have championed the efforts of those who keep this business pulsating. Often inspiring, occasionally off the wall, and always entertaining, it is with thanks to the humble inventor that the toy industry is what it is today. Without them, it simply wouldn’t exist. On Tuesday, September 22nd 2015, toy and game inventors from across the country will descend upon Northampton’s Whittlebury Hall with heads and cases teeming with ideas for the industry’s next big toy. In its latest incarnation, Inventors Workshop will offer visitors and budding toy creators practical 26 September
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advice on cracking the industry from some of the biggest names in both the toy invention community and the industry itself. Delegates will then have the chance to get their ideas in front of world
Popular panel sessions from last year’s event will make a return this year, including How We Made It. The session will see Hasbro’s Dougal Grimes chair a panel made up of esteemed creatives
We found last year’s Inventors Workshop really valuable and didn’t hesitate to sign up for this year. Nikki Samuels, Sambro
leading toy manufacturers, distributors and retailers. This year, the morning line-up of speakers and roundtables has been curated with both the industry rookies and veterans in mind, to offer a veritable feast of industry insight, whether you’re a seasoned inventor or a toy lover with a dream and a notebook filled with scribbled ideas.
including LEGO’s Samuel Thomas Johnson, Jenga’s Leslie Scott, Crazy Cart creator Ali Kermani, Ooba Toys’ MD Max Ford and Skinny Sketcher designer (and success story of last year’s Inventor Workshop) Gillian Logan, as they talk through their journey to success. “My absolute favourite part of working with inventors is the inspirational stories of how
some of the world’s most innovative, game changing toys and games are made,” Grimes tells ToyNews. “There is always so much to be learned from the experience of others in the toy and game business and this panel provides a unique insight into some of the most experienced Inventors and designers in the world, and their stories.” After a spot of free lunch and a chance to network with peers and industry professionals, inventors will get their turn to pitch their ideas to some of the world’s leading toy companies. Hasbro, Ooba, Vivid, Sambro, Worlds Apart, Flair, Character Options, Re:creation and Jazwares will be among those meeting with inventors for one-toone pitching sessions, while the likes of Cartamundi and Nomad Games will also be on hand for drop-in sessions.
Born out of the frustrations voiced by many UK inventors at the difficulty experienced in getting their products in front of toy companies, Inventors Workshop aims to support this growing community of creatives. For Sambro’s MD, Nikki Samuels, the Workshop provides a forum to “see first-hand, fresh and exciting new developments in the industry.” “We found last year’s Inventors Workshop really valuable and didn’t hesitate to sign up for this year’s event,” Samuels tells ToyNews. “The calibre of those showcasing their products as well as the presentations from experts was outstanding.” And this year, there’s sure to be enough synaptic activity on hand to cook up some highly imaginative toys and games. www.toynews-online.biz
8/25/15 17:29
INVENTORS WORKSHOP 2015 INVENTORS TRACK
A programme designed to educate newcomers to the toy space. (Room: Monza)
9.20am
Introduction & welcome
9.30 – 9.50am
A Beginner’s Guide to Funding with Aim Startups’ Michael Fuller Michael Fuller will showcase the kinds of funding available to start ups and individuals in the creative sector of the industry.
9.50 – 10.10am
Toy Safety with The Toy Safety Experts’ Wendy Philips Wendy Phillips will be outlining key points from the new safety legislation and what to bear in mind when bringing ideas to life.
Linzi Walker, toy and nursery trading manager, Argos
9.20am
10.30 – 10.45am
The Importance of Innovation with Hasbro’s Phil Sage
Coffee break
10.45 – 11.25am
What is the retail sector looking for? Execs from retailers big and small, including Argos, Toy Hub and When I Was a Kid, will be debating what they are looking for from the next hot toy.
11.25 – 11.45am
The Perfect Pitch with Trevor Baylis Brands’ David Bunting Trevor Baylis Brands CEO David Bunting will explain what preparation should go into the perfect pitch.
How We Made It with Hasbro’s Dougal Grimes, Jenga creator Leslie Scott, Crazy Cart’s Ali Kermani, LEGO’s Samuel Thomas Johnson, Ooba’s Max Ford and Skinny Sketcher’s Gillian Logan The panel will share success stories and advice on cracking the industry
12.15 – 13.30
Free lunch and networking
10.10 – 10.30am
13.30 – 18.00
A look at the legalities around
Pre-organised face to face meetings with a wealth of toy companies, where delegates can pitch their ideas.
Your Intellectual Property: Ownership, Protection and Exploitation with Harbottle & Lewis’ Jeremy Morton
A conference for experienced creators and those who came to last year’s conference (Room: Indianapolis)
launching a new product into the toy market and what can be done in response to copycats.
11.45 – 12.15
“As a business known for innovating, Argos really supports and encourages development of new ideas and concepts.”
INDUSTRY TRACK
Introduction & welcome
10.45 – 11.25am
Working with Tech panel
The senior director of global product acquisition and inventor relations at Hasbro will present his talk on why innovation in toy creation remains fundamental to the success of the industry.
With tech toys populating Christmas lists more than ever before, this panel session chaired by Toyology’s Peter Jenkinson and featuring execs from Wow! Stuff, Vivid, Cartamundi and Fundamentally Children will discuss the issues and rewards around marrying the latest tech with toys to create some of the most advanced products on the market.
9.50 – 10.30am
11.25 – 11.45am
9.30 – 9.50am
How We Made It!
10.30 – 10.45 Coffee Break
Samuel Thomas Johnson, The LEGO Group “I am really excited about the chance to join the Inventors Workshop. It will be great to talk about how I got my job with LEGO and what I do in my daily work.”
The Rollercoaster Life of a Toy Inventor with Seven Towns’ Steve Perrin Senior VP of design and production at Seven Towns, Steve Perrin, will lift the lid on the ups and downs of a life as a toy inventor for hire.
11.45 – 12.15
The Truth About Crowdfunding with Big Potato’s Dean Tempest The joint founder of Big Potato and cocreator of Linkee is on hand to share the lessons he learned from the firm’s recent Kickstarter adventures.
12.15 – 13.30
Free lunch and networking
13.30 – 18.00
One2One meetings
One2One meetings
For further details on how you can attend the event, visit www.inventorsworkshopevent.com
PITCHING SESSIONS SUPER SPONSORS
“Global innovators are a huge part of the company’s mission to create the world’s best play experiences.”
MAJOR SPONSORS
“Events like this help to inspire business partnerships and opportunities and provide unique fresh thinking and strong innovation.”
not wait to get on board with the pitching process.”
“The Inventors Workshop is a great place to see fresh and exciting new developments within the industry.”
“The Inventors Workshop provides a great opportunity to meet and engage with the top talent at one event.”
EXHIBITION SPONSORS Cartamundi and Nomad Games will be on hand for drop-in inventor sessions to offer advice, insight or feedback on any of the day’s toy creations. No appointments are necessary for this drop-in service.
DRINKS PARTNER Board Game Club
“Ooba loves partnering with inventors and our door will be open to all, not only to share our insights as a professional inventing house but also to give inspiration and direction to help unlock future ideas.”
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“We want to let inventors know that Worlds Apart has developed significant global distribution and market share in not only the toy sector, but also in the home and leisure sectors.”
“It gives the whole toy industry a shot in the arm of creativity that could bring it a blockbuster of an idea.”
“We were impressed with last year’s event and could
“Speaking with inventors about product ideas allows us to experience the creative spark and passion which could not be captured without meeting inventors face-to-face.”
By bringing Board Game Club to the evening of the Workshop, attendees have the chance to experience a taster of what the monthly event has to offer and allows inventors to whip out their latest incarnations on the night for a little impromptu play-testing. September 27
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Will Ana and Elsa remain cool this year? Is the Rugby World Cup going to drop-kick sales into retail? Will the Minions go bananas on the High Street? Does Orla Kiely have designs on this year’s list? Can LEGO continue to build on its success with the judges? And will Peppa remain as happy as a pig in…? The Licensing.biz Power List is back for 2015 and will once again celebrate the most influential brands in licensing. A panel of 200 independent judges spanning licensors, licensees, retailers, agents and more are currently being asked to choose their top three properties in the following categories: Character & Entertainment, Brands, Art & Design and Sports. This year’s List will be revealed in a 52-page glossy book to be launched at Brand Licensing Europe on October 13th. Licensing. biz will also be hosting a party that evening to celebrate 2015’s Most Influential Licensing Brands.
To find out more about this year’s publication – and the Power List Party – contact lisa.carter@mimrammedia.com. A limited number of sponsorship opportunities are also available. Find out more by contacting Jodie Holdway (jholdway@nbmedia.com) or Carole Eagles (ceagles@nbmedia.com). Powerlist2015_v3.indd 1
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SUPPLIER PROFILE
Leap year Continuing to hold the top spot for children’s tablet software this year, LeapFrog has labeled 2015 as one of its most ‘inspiring’ to date. Rhys Troake talks with LeapFrog VP marketing EMEAA Sally Plumridge
How has 2015 been for LeapFrog so far? Every year in the toy market is both challenging and exciting. That is what makes it special and 2015 at LeapFrog is no different. We have a fantastic range of products across toys, reading and multimedia. 2015 to date has been inspiring as we have gained the most amazing insight into our brand, the categories in which we are active and how well we engage with millennial parents. This is manifested in a fantastic new marketing campaign that launches this autumn, which we feel confident will impact our business this year and create a very exciting future. What have been your best performers so far? The LeapPad line of learning tablets continues to prove itself as a real year round business opportunity. Now, in its fourth year, it maintains a top ten position in the industry and was the market leader in 2014, outselling all other toys in the market. Our unique LeapFrog Learning Library hosts some of the biggest and most popular licences, from Frozen to Paw Patrol. www.toynews-online.biz
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We continue to hold the number one spot for children’s tablet software. In addition, our toy portfolio continues to grow in size and sales. We have three new additions to our range this year, which are just hitting the shelves. With marketing in place, we have high hopes for the Number Loving Oven and sales to date are looking very encouraging.
the perfect first tablet experience for kids. It’s our best tablet yet – it’s faster, brighter and has a more sensitive screen. Now with Imagicards, kids can see their favourite characters come to life on screen with the snap of a photo as they unleash a new mode of gameplay packed with learning. Meanwhile, Number Loving Oven is one of my
LeapBand is at the forefront of the wearable tech market and a core performer in our range. Sally Plumridge, LeapFrog
What products have surprised you this year? We have our own research facility, which means with careful testing we can ensure that our products are as appealing to consumers as possible. Obviously we are especially proud of LeapPad and its roaring success over the last four years – it’s phenomenal. What will be your big hitters this Christmas? It’s hard to single one out for success, but the LeapPad Platinum is
personal favourites. Having worked on pre-school toys for many years, this is a very special role-play toy. It’s a wonderful character that sings and interacts with children, developing their counting, vocabulary and sharing skills. How is the wearable tech market going for you? The wearable tech market is booming and we’re proud to have introduced the first wearable physical activity tracker designed just for kids, which encourages active and healthy play.
With strong marketing support, LeapBand is at the forefront of that kids’ market and has become a core performer in our range. Is the electronic toy market in good shape? Electronic toys are driving the industry across many categories. That is because there is a huge amount of cool technology and real innovation that is inspiring and connecting with the kids of today. What are the biggest challenges you face? The biggest challenge that we all face today is just getting standout. With retail, there is simply not enough space to merchandise all the toys that are available to buy. With packed shelves, it is difficult for shoppers to navigate effectively to the right purchase for them. From a marketing perspective, the window for assisting and influencing those purchase decisions, particularly in the run up to Christmas, is becoming increasingly cluttered and not to mention expensive. We are excited about our marketing campaign this September as research has proven how well it connects with our audience.
We are working with our retailers to really maximise our presence at retail and make the shopping experience as easy as possible. The aim is to give our retailers personalised service and support. What’s next in the electronic toys category? We have a very exciting line up for later this year. We will soon have a new addition hitting our shelves called Epic, the first full featured tablet from LeapFrog with an operating system based on Android 4.4. This will take children’s tablets to a new level. Also, our line-up for 2016 already looks amazing, so watch this space. Tell us more about Epic. It will be hitting shelves this autumn and we can’t wait. For ages three to nine years old, it comes with all the power you’d expect from an operating system based on Android and kids can create their own firstof-its-kind playable home screen where they bring their adventures to life. It offers seamless performance and the biggest learning experiences for kids. This really is going to lead the way in kids’ tablets. September 29
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ANATOMY OF A BLOCKBUSTER TOY
Anatomy of a blockbuster toy:
Nerf is a globally revered brand that is not only popular with kids and adults alike, but in recent years has also brought fantasy and outdoor action together. Hasbro UK talks Robert Hutchins through the history of the company’s Nerf brand ACCORDING TO Hasbro, the total number of Nerf darts sold over the past five years is enough to circle the globe four times over. When worked out using the standard measurement of a Nerf dart of 7.2cm in length, that translates to roughly 2.23 billion foam darts sold since 2010 alone. This in turn is almost one Nerf dart for every third person on the planet. And this means that as you read this, and even at the time of going to print, you are more likely to own or discover a stray Nerf dart about your person than have an active Facebook account. 30 September
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You are also therefore more likely to encounter a Nerf dart attack at any point during your day than
However, the brand’s stratospheric rise to fame didn’t happen overnight, and Nerf’s cross-
According to Hasbro, the total number of Nerf darts sold over the past five years is enough to circle the globe four times over. you are to be struck by lightning or eaten by sharks. But then, working in the toy industry, this should all come as no surprise to you. It’s for reasons like this, and many more, that the Nerf brand finds itself firmly cemented in the toy hall of fame.
generational heritage can be traced way back to its humble beginnings in 1969. Yes, it was almost 50 years ago that the Parker Brothers introduced the first ever Nerf foam ball. By 1970, the pair had developed the tagline ‘the
ball that can’t hurt babies or old people’ and by the end of the year, it had sold in its millions. With that, Nerf was on the road to market domination. Today, the much-loved toy brand sells across a total of 75 countries around the world and boasts legions of fans from Holyhead in Anglesey, to Hollywood in California. In fact, some of the most famous Nerf fans (or Nerfers, as they prefer to be known) include Tinsel Town’s own George Clooney and Anna Kendrick, as well as various members of One Direction and even President Barack Obama.
With almost half a century of invigorating the market with impromptu Nerf (and let’s not forget SuperSoaker) wars under its belt, the brand has successfully survived numerous incarnations and remains just as relevant within today’s ever-changing market as it did when it first launched. www.toynews-online.biz
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ANATOMY OF A BLOCKBUSTER TOY Of course, the decades have seen Nerf branch out into other sectors. Look at the girls’ market-geared Nerf Rebelle line (tapping into a generation of young girls inspired by The Hunger Games) or something like Zombie Strike. Nerf is also a brand steeped in sporting history, from the early 1970s and the launch of Nerfoop (an indoor basketball game), the introduction of Nerf Baseball, bringing baseball to the living room for the first time in 1983, all the way through to 2002’s partnership with Baseball star Mike Piazza. Its popularity in the market continues today, and in the last few years alone Hasbro has seen sales of its Nerf football hit eight million units worldwide. But back to the blasters, and recent years have seen this market become the focal point for a brand that strives to drive innovation. “The Nerf brand has been around since 1969 and continues to innovate year on year with the introduction of product lines such as N-Strike, MEGA, Zombie Strike, Nerf Rebelle and our most exciting product launch, Nerf Modulus,” a Hasbro spokesperson explained to ToyNews. Last year, Nerf celebrated its 45th
anniversary with expanded brand lines, design developments like the first built-in blaster camera and free-play styled Bash Ball. As well as, of course, improved blaster-firing distances: an aspect of the range that Hasbro is always looking to take to the next level. “Both retailers and consumers love the Nerf brand due to the unique style and range that the blasters feature,” continues Hasbro. “With recent introductions, such as an extended range of 95 feet and whistling darts, consumers love the innovation from our products and the different range of blasters the number one Hasbro brand has to offer. “We use insight from kids to help us innovate, making sure we are giving Nerf lovers what they want from their blasters.” Now, with the power to outpace the likes of Usain Bolt over a distance of 95-feet, Hasbro has, this year, welcomed the newest addition to its Nerf dartblaster cannon, billing the N-Strike Modulus as ‘the ideal blaster for fans and Nerfers.’ “Modulus showcases the insight Hasbro has gained from kids about their love for customisation and having a blaster that is
different from the rest,” says Hasbro. “With four upgrade packs available to add to the Nerf kit, the Modulus is the ideal blaster and demonstrates the evolution the brand is undergoing.” When it comes to keeping the brand fresh, evolution is key and recent years have seen focus shift somewhat from sport-centric play to fantasy and role-play, with lines such as its Zombie Strike and its recently launched Doomlands. According to Hasbro, these launches have been developed to “give kids and adults the chance to get imaginative with their game play.” “We break boundaries with our campaigns and launches,” the firm tells ToyNews. “We have gone big with the Nerf Modulus plans this year, blending experiential events, PR, TV, mobile and cinema advertising to ensure universal awareness for the new range.” This summer has seen the Nerf brand tour the country in a specially designed Nerf Vault, allowing kids early access to the new blaster a month ahead of its launch.
With that kind of PR, 2015 is sure to be another year of success for the brand.
debuts and the iconic Nerf bow and arrow is introduced.
2009: Nerf kicks off the first Nerf dart Tag World Championship competition, travelling to five cities across the US in the search for the best Dart Tag teams.
Then again, with a 45 year heritage and appearances in popular TV shows over the past few years including Modern Family, The Office and 30 Rock, could there be any doubt over the brand’s ongoing fortune? It’s a hit, in every sense of the word.
Nerf through the decades
1992: Hasbro launched the Nerf Slingshot and Nerf Master Blaster launch. 1995: Nerf joins the video game revolution with its debut on SEGA Genesis.
1969: The Parker Brothers introduced the first ever Nerf foam ball. 1972: Basketball game called Nerfoop and the Nerf football join the family. 1983: Nerf Baseball is released, marking the arrival of living room baseball.
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1989: The soaking begins with the launch of the Power Drencher – the original name for, of course, the Super Soaker. 1991: Tonka Corporation (including Kenner Products and Parker Brothers) is purchased by Hasbro. Nerf becomes a Hasbro brand. Later this year, the Vortex
2002: Nerf teams with Baseball star Mike Piazza and Football star Peyton Manning. 2004: The N-strike movement begins: a unique all in one system that allows kids to launch darts out of three blasters at the same time. 2008: The Nerf Vulcan, the biggest Nerf blaster launches in the popular N-Strike line.
2010: Hasbro’s Super Soaker brand is incorporated into the Nerf line. Meanwhile, Nerf introduces the Nerf N-Strike Stampedes ECS blaster, a fully automatic, battery powered dart blaster. 2011: The Nerf Vortex line of disc launching blasters arrives, offering fans the Nerf Nitron, Praxis, Vigilon and Proton blaster. 2012: The Nerf N-Strike Elite blaster arrives on
the scene, promising 75foot firing distances and enhanced performance. Nerf Sports get an upgrade with the new Firevision line using Firevision tech and Fire Frames eyewear, letting players see the ball with or without the lights on. 2013: N-Strike Elite Centurion blaster hits the scene, the first blaster to use oversized Mega darts that can fire up to 100 feet. 2014: Nerf celebrates its 45th anniversary with expanded brand lines, and the Zombie Strike blaster. 2015: The Nerf brand introduces the consumers to the N-Strike Modulus. September 31
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TOY TRUST UPDATE This month, the Toy Trust reveals the nature of next year’s big fundraising event with the Toy Trust Big Cambridge Challenge 2016. Take a look at this month’s update and find out for yourself why it’s so worthwhile to get involved SAVE THE DATE It’s a few months since the industry donned its running shoes and got on their bikes to raise hundreds of thousands of pounds for the trust’s nominated charities and already we are looking ahead to next year’s event. This has now been confirmed for Saturday, July 21st and will be based at Grafham Water in Cambridgeshire with an evening celebration at the nearby Wyhoston Lakes Hotel. Once again, there will be a mixed level of challenges so that everybody can be involved. Events have now been planned consisting of varying distances, including an 80 mile (flat, we emphasise) circular bike ride to Cambridge, a ten mile family walk or family bike ride around Grafham Water, as well as a (much requested) tandem skydive at a nearby airfield. Spaces are strictly limited to 30 for the skydive. To be known as The Big Cambridge Challenge, the objective will be to raise over £200,000 for the children’s charities supported by the Toy Trust.
MAKING IT ALL WORTHWHILE – FRIENDSHIP WORKS Friendship Works received a grant of £2,300 in March 2015 to fund 100 outings for disadvantaged and disabled children in London, which allow 400 hours of friendship mentoring. The outings provide one to one time for children with their mentors to develop a trusting and supportive relationship, plus access to opportunities they may not otherwise have had. This case study shows the difference the Toy Trust Funds made: Sophie is 13 and lives with her mother and brother. As well as managing Sophie’s complex needs, her mother spends a lot of time in hospital with her brother who has severe food allergies. Contact with Sophie’s father has been inconsistent and she hasn’t seen him since 2012. When she was referred to Friendship Works, Sophie had no friends at school and was being bullied about her learning disabilities. She was physically attacked by a young person on her estate which left her fearful and withdrawn. She 32 September
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stopped going to school independently and refused to leave her house or even her bedroom. Sophie was matched to her mentor, Ann, in October 2014. Initially, they remained close to Sophie’s home taking Sophie’s dog for a walk in the park but over time have ventured further afield as Sophie’s confidence has increased. They continue their walks in the park but have also been to the cinema, ice-skating, London Zoo and tried rock climbing. Although Sophie struggles to articulate her emotions, she has made it evident that she is having fun and cares about Ann. Sophie’s mother has also noticed that her selfesteem has increased. Sophie has resumed going to school independently. Her school has told us that she is ‘much happier now and is having a much more positive experience, attending all lessons and making friends’. Friendship Works gives a big thank you to the Toy Trust for your ongoing support.
There will be 280 places available from teams in the toy, licensing and retail community which will be allocated on a first-come first served basis. “Next year’s Big Challenge is shaping up to be the most exciting event the Toy Trust has ever held and we sincerely hope the 28 teams that supported this year’s event will be back to support us again next July,” said Faye Pascoe, Toy Trust Chair. “We also welcome and hope to encourage new teams, however big or small, to get involved in what has become an amazingly uplifting, fun, team-building day that raises massive amounts of money for the disadvantaged children the Toy Trust supports.” Individuals or teams wishing to register interest and receive more details should email Matt Jones ASAP at the BTHA – matt@btha.co.uk. Last year’s event was fully subscribed so early applications are fully recommended.
MEET THE TOY TRUST COMMITTEE Andy Clempson Position: European regional sales director at Mattel Member since: January 2013 Motivation for being on the committee: For me, it’s all about giving some time and energy to raising money for disadvantaged and disabled kids and their families, and to personally contribute something to the toy industry, which I believe is a fantastic business to be in. On a corporate level, it is also important that team Mattel UK’s views are represented. Most rewarding achievement for the charity: I like to run a bit and usually try to use my races as a way of raising some money, either by guessing my overall time, fastest mile or how many calories I will burn. I ran the London Marathon in 2013 for the Trust but the 2014 Isle of Wight challenge was probably more rewarding as I ran the 20k course twice on the same day in pouring rain and then blazing sunshine, with a burger and chips for lunch in between. That year, as a team, Mattel raised a record sponsorship amount. Parting note: I would just encourage everyone to get involved with the Toy Trust events as they are great fun, great for team and industry relationship building and raise tremendous funds for needy causes.
TOY TRUST DIARY DATES November 16th – 20th Big Toy Trust Toy Sale December 7th – 11th Toy Trust Christmas Bake Sale
For more information email matt@btha.co.uk or visit www.btha.co.uk/toy-trust plus follow us on Twitter @thetoytrust www.toynews-online.biz
8/21/15 16:37
With V-Collections We’re breaking borders AGAIN!
“V-Collections”: 75 different designs and more than 100 products in seven categories!
Distributed by Morning Family - For more information or to order call 0203 445 0919 or email: sales@morningfamily.com
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WHERE BRANDS COME TO LIFE Are you looking for new partnerships that could transform your business? BLE 2015 is the only event in Europe where you can meet hundreds of leading brand owners and discover thousands of the hottest brands, characters and images available for license. Whether you are a retailer, licensee or sales promotion professional a visit to BLE 2015 will open up a world of new opportunities and partnerships. Don’t miss this chance to spot the next big thing for your business. See brands come to life at BLE 2015. Register for FREE today, visit www.brandlicensing.eu Organised by
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Dedicated monthly licensing coverage for the UK
Opinion
BLE 2015 to boast over 70 new exhibitors Director Darren Brechin has told ToyNews that, thanks to newcomers, this year’s show has stronger representation across categories including food and drink, beauty, music, publishing, sports and heritage By Rhys Troake THIS YEAR’S Brand Licensing Europe show is boasting over 70 new exhibitors, as well as a bigger educational than ever before. The new educational strand has been designed to help visitors learn how to monetise the latest trends taking the world of licensing by storm. “The educational programme is bigger than ever before with four new panels in the Licensing Academy and three more in the Brands & Lifestyle Theatre,” BLE director Darren Brechin told ToyNews. “We’re thrilled to present panels hosted by the licensing organisation SPLiCE, about direct to retail, social accountability and anti-counterfeiting. “There will also be experts speaking on subjects as wide-ranging as food and drink licensing as well as the rise of e-sports. Speakers from Help for Heroes, Barbie, V&A and Warner Bros. are among the panellists already confirmed. “We are seeing strong growth in a number of categories including food and drink, beauty, music, publishing, sports and heritage from over 70 new exhibitors and we’ve just announced the signing of VW, making its debut at a licensing event, with the biggest stand yet in the Brands & Lifestyle zone. “Make sure you don’t miss Europe’s biggest character parade on the first morning. Iit’s the only place you’ll see over 60 recognisable characters together filling the central isle of the hall.” www.toynews-online.biz
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With the show just around the corner, it’s time for those attending Brand Licensing Europe 2015 to plan their day in order to get the most out of the event. Taking place from October 13th to 15th at Olympia, London, this year’s show has over 2,500 brands, characters and images on show, creating the perfect opportunity to meet property owners face to face and select the licence for the right for the product range This year’s floor plan is bigger than ever, which
The educational programme is bigger than ever before with four new panels in the Licensing Academy. Darren Brechin, BLE
means more properties and, as Brechin believes, more opportunities. To ensure visitors don’t miss out on anything at the show, the organisers have developed an online scheduling tool for consumers to use in advance.
“To prepare your visit in advance, we have an online scheduling tool which allows you to plan your meetings and pinpoint the exhibitors you want to meet,” said Brechin. “We also have an app that can be used during
the show to help navigate and make sure you don’t miss anything. “If the show, and the licensing industry, is new to you, then LIMA offers an introduction on the first morning and our Knowledge Partners, GfK, NPD Group and Planet Retail, will offer the facts and figures on our burgeoning industry.” Finally, for anyone with queries about this year’s show, Brechin added: “If you have any questions visit the Advice Centre, experts are on hand to offer guidance on a host of issues.” www.brandlicensing.eu September 35
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NEWS
Thunderbirds Are Go toys declared FAB by UK retailers Stores are rejoicing the return of the classic ITV property as toy sales get off to a ‘fantastic early start’ By Robert Hutchins THUNDERBIRDS ARE GO has got the UK’s toy retailers counting down to a merry Christmas, as excitement builds around this year’s big-ticket number. Up and down the country, retailers large and small are celebrating the re-launch of the property that took the toy industry by storm when it first launched 50 years ago. Last month, Vivid stated that pre-sales of its Thunderbirds Are Go toy line, including the hero Tracy Island play-set, had been “phenomenal” and that the firm had been “overwhelmed by the early response.” The nation’s toy retailers have since reaffirmed the excitement surrounding the launch of the toy line, with many reporting a ‘fantastic early start’ for the range. “The Tracy Island play-set has been our number one boys’ line for the past three weeks,” Neil Mitchell, toy buyer, Shop Direct told ToyNews. “This is great
news for us, and we will back Vivid’s full offering and look to maximise by stocking secondary products, too.” Cuddy’s Department store’s Andrew McMaster is also expecting “big things from the launch of the toy line this year,” even amid the premiere of this year’s blockbuster Star Wars line.
“We have noticed a great reaction to the range, both from kids and nostalgic adults,” McMaster explained. “We are anticipating it to be in the top three this year, but we do think Star Wars will push it out of the number one spot.” Undeterred by the prospect, however, Vivid still thinks its launch will
make a big impact on Christmas sales. Mary Wood, marketing director at Vivid, said: “It’s a bit daunting to be up against one of the biggest brands in the toy industry. However, with early sales reads we’ve had across the range, we think Thunderbirds has the potential to be a real success this Christmas.”
As the classic property celebrates its 50th anniversary this year, Vivid is gearing up to launch a roster of planned activity, expected to “generate buzz and bring some nostalgic memories for the older Thunderbirds fans.” But despite the jubilation, not everyone is convinced of the success of the range. “We’re not expecting much from the range,” said Toy Hub’s Helen Gourley. “It reminds me of the TMNT hype we had a couple of years ago, where unless you price slashed, you just didn’t sell much.” Despite pricing concerns expressed by some, Vivid maintains that indies will remain at the centre of the success of Thunderbirds Are Go. “All of our retailers are important to us when it comes to making any brand a success,” continued Wood. “The indies in particular have been great supporters of Thunderbirds Are Go and have really got behind the brand.”
Woozle & Pip heads to the UK The brand has already enjoyed success across Europe, with 1.5 million cuddly toys sold in the Netherlands By Rhys Troake BORN OUT of author Guusje Nederhorst’s love for children and animals, Dreamchaser’s Woozle & Pip brand is heading to the UK. The brand has spawned a toy line, which has enjoyed enormous success across Europe, with 1.5 million cuddly toys sold in the Netherlands alone. A Woozle & Pip series currently airs in Germany and new territories and TV partners are now being considered for 2016. 36 September
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“Kids love the brand,” states Dreamchaser senior brand manager Lucy Woesthoff. “We are looking to develop a number of new products for launch in 2016, in and around our first cinema film release.” Woozle & Pip is yet to make it to the UK, but Dreamchaser has plans in place to bring the brand, and the toy line, over. “Our plan is to launch in the UK and other key European territories in 2016,” added Woesthoff.
“The UK is a key focus for 2016. What we have learnt from our experience so far, is the importance of ‘believers’. By this I mean people and companies who understand the story behind the brand and share our belief, commitment and long term vision. “With this in mind we hope to secure key support in TV, publishing and licensing over the coming 12 months in the UK and other new markets.” Dreamchaser: +31 020 752 39 90 www.toynews-online.biz
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Blaze to ignite pre-school market in 2016
“We know from the reaction of viewers that demand for toys related to the property are high” said Nickelodeon’s Marianne James
By Rhys Troake SINCE DEBUTING on Nick Jr in March, Blaze and the Monster Machines has shown impressive viewer ratings and Nickelodeon believes it could be next big thing in pre-school toys. With strong viewing figures and a product lineup spanning construction and role-play sectors, the firm feels it’s onto a winner with Blaze. “Episodes of Blaze and the Monster Machines have rated very strongly and is currently the number www.toynews-online.biz
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one show for boys aged four to six on the channel,” Marianne James, VP of consumer products, UK and Ireland and European retail sales and marketing, told ToyNews. “We have already had numerous parents contacting the channel through email and social media to ask where they can purchase Blaze product. The show is a brilliant mix of monster truck action, comedy and creative problem solving, all of which will translate very well into the toy line.”
Nickelodeon believes the toy range will bring something different to the pre-school sector, offering children a unique product that incorporates the STEM curriculum. “The property is a unique one, but it incorporates tried and tested play models such as vehicles, roleplay and construction,” continued James. “The property refers to the science, technology, engineering and math curriculum and these elements lend themselves
well to toys. The range is beautiful and exciting with room to grow as the series develops.” With the brand already showing popularity, it’s not surprising it already has a number of toy partners lined up, with retailers also excited for the launch. James continued: “Fisher-Price are our master pre-school toy partners and the first range of exciting and creative collection of toys launches with them in spring 2016. “Secondary toy partners will be announced very
soon as well as all key additional category partners. “There is nothing like Blaze and the Monster Machines currently on pre-school toy shelves and we know from the reaction of viewers that demand for toys related to the property are high. “With Blaze set to launch on Milkshake! this autumn, the awareness of the property will only grow with even more demand,” concluded James. Nickelodeon: 0203 580 3169 September 39
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NEWS
Comment Parents’ pre-school habits CHILDWISE research manager Jenny Ehren reveals the results of the firm’s latest pre-school report, which saw most parents claim they prefer to shop online when buying gifts for little ones. ‘MUMMY, CAN I have that? Please.’ This is the predictable cry of children everywhere when faced with a toy shop window or an eye catching TV advert. The cry that even a two year old can perfect, as they nurture a growing sense of their own preferences and interests. But the answer is no. Unless of course, it’s Christmas, their birthday, they’ve done something good or you need to bribe them! Research has shown that the average child costs their parents £460 a year by nagging them for goodies. One way to avoid the stress of pester power is to shop online, and with our buying habits becoming increasingly shaped by technology, it comes as no great shock that we, as parents, are leading an online revolution in UK retail. Research from the latest CHILDWISE Pre-school Report reveals that the majority of parents would prefer to shop online, or at least order online and collect in store, when buying toys and gifts for their pre-schoolers.
Online retailer Amazon features as the single most popular shopping destination for toys and gifts for under-fives. And while the major supermarkets do account for more young children’s gift and toy purchasing, more than a quarter of parents prefer to shop online for toys from Tesco, Asda, and Sainsbury’s. Argos is the second most common destination for kid’s toys. Parents prefer the in-store experience, but a quarter currently choose to shop at Argos online. Our report shows that whilst parents are most likely to be consulted about gift buying, in fact two out of five pre-schoolers choose most of their own toys, with boys choosing top brands including SpiderMan and LEGO, and girls choosing Frozen, Peppa Pig and Barbie. And how much do parents spend on toys and gifts for their under fives? We discovered most parents expect to spend around £100 on their child for their birthday, and for Christmas presents, a quarter will spend over £150.
Jenny Ehren is a research manager at CHILDWISE. The annual CHILDWISE Pre-School Report talks to more than 1,000 parents of 0 to four year olds, asking about their children’s media use andparents’ spending habits (www.childwise.co.uk/reports).
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Pre-school toys help The Baby Show boom Toy sales account for one third of the record-breaking £30million total spent across the show’s three UK venues this year By Robert Hutchins THE TOY SECTOR is playing an increasingly important role in the success of The Baby Show, with a reported 32 per cent of visitors now making baby toy purchases. The show, that now runs three times a year across various UK venues, has seen the number of toy retailers increase ‘considerably’ as the demand for pre-school products increases among attending consumers. The increase has been so great that, according to the event’s organisers, toys now feature in the top five products that parents come to buy at The Baby Show and have accounted for one third of the total
£30million spent by consumers across all three shows in the last year. As the show prepares to take to London’s Olympia this October 23rd to 25th, its organisers are anticipating ‘another great year’. “The rise in sales at The Baby Show is a clear indicator that the industry
is on the up,” Susanne Rauberger, show manager for The Baby Show, told ToyNews. “With the toy market on the crest of a wave and The Baby Show growing every year, now is the perfect time for toy firms and retailers to take advantage of our ever growing audience.” Baby Show: 0207 384 8169
Golden Bear calls on Forever Friends for nursery comeback By Robert Hucthins GOLDEN BEAR has championed its new My First Forever Friends collection as the perfect brand with which to make its return to the nursery arena. Only four weeks since its launch, the firm has seen ‘excellent trade reaction’ to the range that boasts soft sleeping aides and hero lines like Bedtime Lightshow and My First Forever Friends Sweet Dreams.
“Golden Bear has over 35 years of plush expertise, so adding a heritage like Forever Friends to the company’s portfolio seemed a natural fit,” Christine Nicholls, vice chairman and director of
product development at Golden Bear told ToyNews. “This is a timeless and charming brand, which has a real feel of nostalgia about it ticking all the boxes for all audiences; parents, grandparents and gift givers.” The firm will be working with Bauer Media to communicate the brand to audiences with advertorials and competitions both online and in print. Golden Bear: 01952 608308
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News Data Opinion
Dedicated monthly retail coverage
Independents look to local inventors for innovation As competition between High Street indies and majors remains as fierce as ever, many are turning to inventors to help bolster their product offering with innovative toys and brand new game concepts By Robert Hutchins SEVERAL OF THE UK’s independent toy retailers have embraced the efforts of local inventors in a call for greater innovation from the toy industry. In response to a question put to Toy Shop UK’s listing of retailers this month, it’s been discovered that a number of indies have taken to trialing or stocking toys created by their local inventors. As competition between the High Street independents, major retailers and online marketplaces remains fierce, many indies depend on the ability to source unique products to remain relevant. “It’s getting really hard to find and introduce new products to the shelves that are truly different to what is already out there,” Luan Hall, owner of Fairies ‘n’ Frogs told ToyNews. “I love adding undiscovered products into the shop and we have about four new products on the shelf at present, all designed by local inventors. We have two board games and a set of children’s books and are currently
waiting for a prototype teddy doll.” Meanwhile, others are finding it increasingly difficult to source new innovation owing to ‘the industry’s emphasis on rebooting old classics.’
RETAIL ADVISORY BOARD
Stuart Grant, The Entertainer
Fiona Murray-Young, Toys R Us
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Linzi Walker, Argos
Duncan Conner, owner of Scotland’s Bus Stop Toy Shop, said: “The only sector that I seem to be able to muster much enthusiasm for the current level of innovation with is board games. Elsewhere, I
see lots of new takes or twists on classic ideas, but it’s rare for me to see something unique that I get excited about.” In response to such concerns, indies are leaning towards the smaller toy
suppliers and inventors, in what Dr. Wendy Hamilton, owner of Grasshopper Toys believes is a win-win scenario for all involved. “In the last few months we have taken on PLYT, Hexagony and Skinny Sketcher,” said Hamilton. “We’re expecting another series of craft kits from another husband and wife team with an exciting range. It’s a win-win for us both; they get a soft opening and we get to trial new goodies which always gives us a big buzz.” However, there are those who are quick to note that supporting innovation is only a small part of making a product a success. “We all try to support new ideas and new toys, but it has to fit into our customer base and price ranges,” said Steve Kerrison, owner of Kerrison Toys. Elsewhere, Automattic Comics and Toys owner, Matt Booker believes the the majority of new products are overshadowed by the bigger names. “There have been some amazing innovations over the years, but the current winning toy is a 58 year old plastic brick,” he concluded.
ToyNews takes soundings from its Retail Advisory Board on toy industry issues. The current members are:
Brian Simpson, Toytown
Clare Barton, Sainsbury’s
Neil Mitchell, Shop Direct
Annalise Quest, Harrods
Steph Strike, Asda
Ben Redhead, Firebox
Alphonse Madamombe, Maplin
Helen Gourley, Toy Hub
Miles Penhallow, Play-Room
Karla Mitchell, XBite
September 43
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INDIE RETAILER FOCUS
Arcade Toy Shop Recently re-opened under the ownership of Dave Carter and Martyn Perry, the Arcade Toy Shop has taken residency in Dudley’s Fountain Arcade for almost five decades, offering loyal clientele a traditional toy shop. Rhys Troake finds out how the new owners have taken to the business and what’s planned for the rest of 2015 Can you tell us a bit about Arcade Toy Shop? The shop in its current form, Arcade Toy shop, has been in the Fountain Aracde, Dudley, since 1968. However, it was called Wadworth’s prior to this and Dave’s uncle, Brian, bought his first bike from there in 1936. The shop is a true independent but it’s got a bit of everything for everyone, from wooden toys, to Scalextric. We really do have a very wide customer base and the shop is well known for this. Can you tell us about the background of the store? The shop is jointly owned by Dave Carter and Martyn and Jan Perry. We all have a public sector background and Dave took voluntary redundancy in March of this year, after over 27 years in roles within the customer services area of Dudley Council. Martyn and Jan continue to work there for the time being, but are looking to leave in the near future. Dave’s mum, although being retired, loves to help out around the place a couple of days a week. Our sons also work in the shop, so we have a broad range of ages and skills, which we are applying to the challenge of running a toy shop. Can you guide us through the Arcade Toy Shop journey and taking over its ownership? Having all worked in the public sector for so long, you get a bit jaded in the same job. Its a job we all enjoyed, but with massive cuts year on year and less resources, it’s difficult to work in a job where you are prevented from providing a good service and large scale redundancies were on the horizon. 44 September
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We stock a bit of everything and the shop was always the go to place for those hard to find items. Dave Carter, Arcade Toy Shop We heard the shop was closing and that Alan was looking for a buyer, so we had a chat with him and it all just went from there really. Alan has been a great mentor and still pops in a few times a week when he is in town. We have been getting very positive feedback, so we are on the right track. What sets you part from the competition? We are small, local and give a friendly personal service to all our customers. We stock a bit of everything really and the shop was always known as the go to place for those hard to find items. Many of our customers don’t like the toy superstores and prefer the experience of bringing their
kids to a traditional shop. Most of our customers have been coming here for generations, as have we. We also have a space rocket ride and everyone identifies us as the shop with the ride. How is 2015 shaping up for you so far? When we took over, the shop was in the middle of a refit, taking it back to its 1926 façade. So, due to the building works, many people thought the shop had shut. In addition, Alan was retiring, so customers feared the worst for the shop. During these three months we traded from a temporary unit in the Arcade and customers passed us by thinking we were newcomers and in
some way stealing business from the well-known shop. However, since we moved in around four weeks ago, things have gone from strength to strength, with sales climbing by the day, so 2015 is looking to be what we wanted it to be: a good first year. Are there plans to take the shop in new directions? We are looking to do online sales and get a whole new website set up, so we can look to grow the business. We are doing much more on social media too, which is already paying off. We have over 3,500 people following us and we are starting to get mail order requests for some of the many lines we post
online, having just arrived from suppliers. Are you looking forward to the rest of the year? We certainly are. Every day presents a new set of challenges and seeing children go away happy is extremely rewarding. The people of the town are a great bunch and we are well supported with a very loyal customer base. So, we are certainly looking forward to the coming weeks, months and years. Is there anything else you’d like to add? It’s just the start of the journey for us and we’d all like to say a massive thank you to Alan Caswell and his family for all their support. www.toynews-online.biz
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SECTOR GUIDE: POCKET MONEY TOYS
Pocket picks Whether a child is expanding their LEGO Minifigures collection or jumping on board with the latest craze, Rhys Troake takes a look at what kids can spend their much-deserved pocket money on this year CHARACTER OPTIONS Character Options brings a raft of collectable pocket money toys from many of its key brands to shelves this year. The Zelfs brand has gained popularity amongst young girls across the globe as fans collect each series in its entirety as soon as it launches. Whether they are Medium Zelfs and their Ultra-Rare characters or the mini Lil Zelf pods, each new series brings with it a host of new characters at several pocket money prices. New for the autumn is the Crystal Zelf series, a range
DKL
Hama Beads, Miniland Educational and Breyer Model Horses are three brands distributed by DKL Marketing with a wide selection of pocket money toys available. With low prices and high creative play value, Hama Beads pocket money lines include the Small Blister Pack, which comes in six various themes including Glow in the Dark. Each pack contains a pegboard, ironing paper, and enough beads to make three creative designs. Another pocket money option is the Miniland Educational Mini Plastic
that combines the colourful hair that The Zelfs are famous for with an added intricate crystallised feature. Elsewhere, The Ugglys Pet Shop has introduced a whole new species to the world of collectable characters, and sees some of the most socially challenged pets ever to grace the toy shelf. Presented in two figure pet food cans and eight pet blister packs, the heart of the collection are 101 different disgusting pet characters represented in groups, with many themes to collect.
For fans of the Disney Princess Palace Pets, there are many opportunities to add to treasured collections with six new Furry Tail Friends and the introduction of the brand new Light Up Palace Pets. In addition, a range of 1.5 inch mini collectables has just launched. This new line features all of the favourite pets of the Disney Princesses and fans of the brand can collect the entire range in packs of two or as a complete set of all nine. 0161 6339800
HASBRO
Vehicles, with prices starting at ÂŁ1.80. The vehicles are dishwasher proof and flexible, perfect for both indoor and outdoor play. The Minimobil Jobs vehicles are available in a variety of themes such as Ambulance, Police Car, Fire Engine and Digger. Elsewhere, Breyer Model Horses feature four scales of models to collect and the smallest models, Mini Whinnies, are the perfect pocket money toys. Mini Whinnies are miniature and low in price, yet still ideal for collectors. 01604 678780
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Hasbro has continued to expand its pocket money toys range with some of its top brands, including My Little Pony and Minions. The company has extended its My Little Pony blind bags range with a brand new wave. These pocket-sized ponies, ideal for collecting, now include all new characters and styles as seen in the popular TV show My Little Pony: Friendship is Magic. Each blind bag contains a figure and a collector card. Elsewhere, it’s game on for Minion-against-Minion action in the Minions Challenge Card Game. Each one of the characters comes with five cards and a game guide. Players can deploy battle cards against opponents and keep playing until their Minion reaches the top of his scorecard first to win. There are 32 different characters to collect, battle and trade. 020 85691234
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SECTOR GUIDE: POCKET MONEY TOYS TOBAR A firm that prides itself on its extensive pocket money offering, Tobar boasts a portfolio of toys to suit every budget. In a collection it calls ‘ideal for impulse buyers shopping for small gifts, party bags, stocking fillers and holiday treats’, Tobar boasts a raft of classic pocket money lines, such as bouncy balls, squishy toys, bubbles and other fun novelty items. Among some of the company’s favourites are the Roll Tongue Animals: a range of squeezable, rubbery animals that suddenly dart out their tongues when squeezed, as well as the Clockwork Dinosaurs, which walk along when wound up.
LEOTOY LeoToy offers Magic of Cross, a new patent pending original, innovative game initiating creativity and imagination among children and adults. The new product comes in ten bright colours, each with an easy grip holder packed in easy-to-display bags of 100 pieces. This new educational toy puzzle is designed to initiate and induce creativity in children, helping synchronisation of the hands and brain. In toy trials, youngsters have used the Magic of Cross pieces to create images such as swans,
Elsewhere, with a new school year starting and the launch of this year’s blockbuster Star Wars: The Force Awakens movie on the horizon, Tobar is showcasing a range of Star Wars backto-school essentials, such as erasers, pens and notepads. The Star Wars pencil top erasers come shaped like the helmets of Darth Vader, Boba Fett and a Stormtrooper. Meanwhile, a range of lightsaber designed pens is also available. Keeping the stationery sector fresh this season, the company also has a collection of Scentos Rainbow Pens available. These ballpoint pens feature ten retractable tips, each
one with a different coloured and scented ink. Youngsters can simply click the colour they want to enjoy the range of fruity fragrances on offer. On the other hand, and thankfully quite unlike the Scentos Pens range, Tobar’s Noisy Putty emits sounds rather than smells. The putty is housed in a suitably shaped jar, meaning that whenever a young prankster inserts a finger into the container, a repulsive (and undoubtedly hilarious) noise is created. To help increase pocket money purchases this year, Tobar is supplying retailers with various pocket money FSDU solutions. 0844 5734299
HTI planes, the Taj Mahal, popular cartoon characters and much more. Magic of Cross has also sparked interest amongst adults and has proven to be a challenging puzzle when creating images. It is not just the question of imagining a picture, but also the sense of space that a design will need. The crosses come in bags of 100 but bags of 1,000, 2,000, 3,000 and 5,000 are also available. LeoToy is currently looking to take the range global, with one exclusive distributor per country. leotoy@yahoo.com
HTI combines everyday toy lines with some of the biggest brands in the market to provide winning pocket money toy ranges. From the successful Disney animation, HTI’s Frozen pocket money range offers young fans a selection of assorted Loom Bands, a Magnetic Sketcher, musical lines, soft balls, Mini Band Set, Twirling Baton, kaleidoscopes and of course, bubble toys. HTI’s own Bubblz range includes assorted solution bottles, wands, swords, guns and play-sets. The new Magic Bouncing Bubbles Set entertains kids with bubbles
that bounce up and down like a bubble bouncy ball. Meanwhile, HTI’s metal vehicle range, Teamsterz, features emergency, military and construction
themes all at competitive price points. The Teamsterz Farm range is comprised of replica farm vehicles and play-sets. 01253 775684
a host of pocket money options that will add to the fun character line up. Available in two, five and 12 packs, each character belongs to a fun shopping inspired group. Collecting each group and hunting for
limited edition characters is at the heart of the brand and swapping with friends in clubs or playgrounds means even the smallest Shopkins parcel will always be a welcome treat. 020 86430320
FLAIR Flair is preparing to launch a new collectable both eagerly awaited by the market and fans of the hit property from Mind Candy, World of Warriors. Produced in collaboration with Moose Toys, the new range features highly detailed, tangible versions of the lead characters from within the digital game. They will be available as figure packs of two, four and eight. July also saw the launch of Shopkins Series 3, with 48 September
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SECTOR GUIDE: POCKET MONEY TOYS NUTTY PUTTY Nutty Putty is a glossy, rubbery, and non-drying mixable putty that is designed to entertain children with educational fun, without leaving a mess all over the house. The putty can be transformed into anything a child’s imagination can think of, from farmyard animals to a pair of glow-in-the-dark earrings. With Nutty Putty, kids are encouraged to bend it, shape it, love it and bake it into anything they can dream of. Made from silicon, Nutty Putty is hypoallergenic anti-bacterial, non-toxic and once baked, waterproof too, making it extremely safe for children to play with. However, the real fun starts once the budding sculpter has made their creation. With the guidance of a parent or supervisor, they can simply pop it in the oven for ten minutes and watch it transform into a permanent, rubbery object that kids can play with time and again.
SPIN MASTER Spin Master’s DreamWorks: Dragons range for 2015 offers a selection of new characters and figures from the successful film How To Train Your Dragon 2 and its spin-off TV series. Launched on June 26th on Netflix, episodes of DreamWorks’ Dragons: Race To The Edge will also air on CBBC and Boomerang throughout the year. The Dragons Egg contains four pocketsized, detailed mini dragon figures while the Bucket of
Built with creativity and learning at heart, Nutty Putty has been designed to help children develop fine motor skills as well as encouraging the development of both personal and social skills. Nutty Putty also promotes concentration and observation skills, while expanding the child’s imagination, creativity and the development of various
Dragons offers 18 dragons and seven Vikings. Elsewhere, the Spy Gear range has pocket gadgets including a Spy Listener, Tactical Mirror and Wallet at prices to fill out the stockings of budding spies. Kinetic Sand, meanwhile, is squeezable sand that flows like a liquid, yet remains dry. The range features neon, gem and metallic sands. TV advertising continues throughout 2015. 01628 535000
art techniques, such as sculpting and moulding. Prices range from £1.89 for an individual pack to £17.99 for an eight-colour set complete with tools including cutters and more. Available to retailers now, the Nutty Putty team promise that this arts and craft line will keep youngsters creatively entertained for hours. 0207 566 4056
CLICK DISTRIBUTION UK With autumn/winter 2015 upon us, kids are back at school, Christmas is soon approaching and Click Distribution is preparing for the battle to have the number one pocket money line to commence. And this year, the firm is boasting an arsenal of trading cards featuring some of the top licences to grace 2015. Kicking-off proceedings, the firm is introducing its new season of PL Match Attax (2015/2016) TCG. Year-on-year, the Match Attax is the number one selling collectable in the UK, according to NPD. As the World Cup prepares to grace home soil this year, kicking-off in September, England Rugby Attax 2015 will be the first ever Rugby trading card game to enter the market, and Click Distribution believes it to be a strong contender in its respective field. Meanwhile, Shopkins continues to go from strength to strength 50 September
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and is now the number one girls’ property of the moment. Click is therefore unsurprisingly proud to be the exclusive distributor of the Shopkins Sticker Collection, hitting shelves this September. Other contenders in the Click Distribution portfolio include Zomlings Series 4, WWE Slam Attax Now, Forever TCG, Descendants Sticker Collection and of course, The Good Dinosaur Sticker Collection. Then, there’s the small matter of this year’s much anticipated blockbuster movie, Star Wars: The Force Awakens landing in cinemas
and toy retailers at the end of the year. In celebration of the movie’s launch, Click Distribution is proud to bring you the official Trading Card Game and Sticker collection this autumn, as well as a brand new Star Wars 3D product from Panini called Abatons. The collection aims to be huge hit this autumn with a major TV campaign already poised to support the launch. Click believes Abatons is a unique addition to the pocket money market, and is guaranteed to send kids into a collector craze. 01604 877 888
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8/19/15 10:40
SECTOR GUIDE: POCKET MONEY TOYS MAGIC BOX Pocket Money collectable Zomlings has been a huge playground success story. The first three series of Zomlings have sold many millions of units across the UK and these sales have only been increasing with each new series that has launched so far.
Zomlings Series Four now introduces more than 100 new characters to collect, and includes the first ever range of transparent Crystal Zomlings, designed to drive collectability among children and fans even further.
New Zom-Mobiles will replace the Zomlings Ghost Trains from series three. There are four different Zom-Mobiles to collect: a scooter, a car, a truck and a plane, each one available in six different colours. Meanwhile, there will also be ultrarare gold Zom-
LE TOY VAN 2015 sees the expansion of Le Toy Van’s PeLMel pocket money range, bringing it up to a choice of 18 different PeLMeL assortments in stylish CDUs. Lift off with the firm’s Space Rockets, a CDU packed with nine chunky painted wooden toy rockets, all designed to fire each child’s imagination into space. Meanwhile, with the ‘year of the dinosaur’ now in full swing, Le Toy Van boasts a selection of dinosaurs for the young enthusiast. Dinosaur Friends arrive in bright and friendly colours, with five designs to choose from, each billed as ideal for young children.
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Mobiles to track down, and with gold Trains from Series Three selling on ebay for more than £100, these rare editions are sure to be highly sought after. Elsewhere, the Zomlings Houses of Series One to Three will be replaced with a wave of Zomblings Buses, available in three colours.
A Series Four starter pack will be available, featuring a Zomlings Town Play Mat, which allows children to combine and play with all the different elements from their Zomlings collection. The starter pack will also contain a limited edition Metal colour Zom-Mobile which cannot be found anywhere else. A new Zomlings series four Blister Pack completes the range. Zomlings was the highest TV advertised toy in Q1 2015 and TV investment will continue in September to support the launch of Zomlings Series Four. There will also be a range of social media activities and product sampling, to ensure that kids and parents know about the new series. Zomlings Series Four FSDUs are available for toy retailers on request. 01403 251286
JOHN ADAMS Another staple of the firm’s pocket money toy range is Tractor Trails, available in three colour ways. Each comes complete with a mini-trailer and Jolie Jewellery, a pretty gift pack assortment containing a necklace and bracelet. Each PeLMeL Assortment is presented in co-ordinating CDUs for those nifty little impulse buys and party gifts. Budkins, the bendy character range from Le Toy Van, now boasts 109 individual characters and 17 triple packs to collect. Le Toy Van champions the range as the ideal collectable for play anywhere. 020 89792036
With a raft of new products for 2015, John Adams Leisure has a range of offerings within the pocket money toys category for boys and girls of all ages. Leading the introductions within the company’s growing creative play portfolio is the Bangle Blitz City Girl set which facilitates the design and creation of bangles with fun and funky wraps. The set includes wooden bangle sticks, a unique bangle maker tool and lots of wrap designs and stickers to embellish and personalise the designs. Also within the creative play collection are licensed products including the Disney Frozen Snow Glowbz Light and Sparkle Globe Charms set, which comes complete with three mini re-usable snow globes and glowing light. Meanwhile, the Disney Frozen Blo Pens Starter set is labeled as an ideal introduction to the Blo Pens range for fans of Disney’s Frozen. From the games portfolio, the Rubik’s 2x2 Cube is a great introduction to the
Rubik’s range. Featuring the same mechanics as the Classic 3x3 Cube for smooth, fast and reliable twisting action, this smaller cube is perfect for youngsters who want to start learning to cube. 01480 414361
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SECTOR GUIDE: POCKET MONEY TOYS LEGO LEGO has gone ghoulish with its latest collection of LEGO Minifigures, encouraging kids to have frightful fun with its monster-themed Series 14. The firm has given itself a monstrous make-over with a new spine-chilling collection of 16 figures to unearth, including the never-seenbefore Monster Scientist, Fly Monster and Zombie Pirate. Inspired by some of history’s most infamous and classic monster stories, the new range welcomes the likes of Wolf Guy, Wacky Witch, Square Foot, Spider Lady and Banshee to the LEGO Minifigures universe. Available from September 1st 2015, each Minifigure arrives not in a tomb, but a sealed bag with one or more accessories, a display plate and of course, a collector’s leaflet. Each character is fully compatible with all LEGO play-sets.
On a digital platform, each blind bagged LEGO Minifigure character features a unique code. With this code, fans and collectors can unlock the physical character in the LEGO Minifigures online multiplayer game. Visit LEGO. com/Minifigures for additional information, images and to play the LEGO Minifigures game. LEGO Minifigures Series 14 follows the launch of the second wave of LEGO The Simpsons Minifigures, featuring a cast of some of Springfield’s most recognisable characters, including Homer, Marge, Bart, Lisa, Maggie, Bartman, Fall-Out Boy and Comic Book Guy and many more.
LEGO Minifigures can be combined with LEGO’s portfolio of building sets to offer kids new and enhanced play possibilities. 01753 495 000
VIVID With cute animals, Star Wars characters and circus monsters, Vivid has much to offer the pocket money sector this year. The firm is ramping up the ‘aww’ factor this season with its Animagic Rescue Hospital Blind Bags. The range features 20 puppies, kittens, ponies and bunnies to collect, each sporting a magic colour change injury. Kids can nurse their pets back to health by simply rubbing the injury better. Each blind bag includes one pet with magic colour change abilities and a collector chart for kids to tick off which pets they’ve collected as they go.
JAZWARES Elsewhere, the Wikkeez Star Wars Collector Bag features 20 classic Star Wars characters including Yoda, Darth Vader, R2D2 and many more. Each pack contains two Star Wars Wikkeez figures and a Star Wars branded collector bag to store them all in. Meanwhile, the new Moshi Monsters collectable series has arrived. The Magnificent Moshi Circus Blind Bags and Collector Packs are available now with 16 Circus themed moshlings to collect The range stars gold figures, new characters and old favourites like they’ve never been seen before. 01483 449944
The stars of YouTube are invading the toy aisles in a line of action figures and cool plush collectables, called Tube Heroes. The new Tube Heroes action figure packs will drive the brand with eight different figures to collect, including CaptainSparklez accompanied by Jerry Slime, Slime Sword and Shield, the Sky figure pack with his Butter Sword, Butter and Shield. Even the mysterious Exploding TNT is represented with his ubiquitous TNT shield and famed Nunchakus. Alternatively if it’s the softer side of your favourite YouTube celebrity that’s required, there’s a collection
of ten seven-inch plush toys to choose from. This autumn, Tube Heroes will star in various boys’ magazines, while blogging and unboxing will form part of the launch strategy. 020 35980270
SAMBRO Sambro is urging retailers to take advantge of the firm’s vast pocket money offerings for spring/summer 2016 and beyond. Licensed pocket money lines include leading Disney properties Frozen, Marvel’s Avengers, Disney Princesses and many more. Paw Patrol is also proving extremely successful and now customers are able to choose from pocket money and novelty lines at a varying range of price points Other popular Nickelodeon licences include SpongeBob Squarepants and Teenage Mutant Ninja Turtles.
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Sambro also boasts all sorts from Yo-Yos and Bubble Sticks to Skipping Ropes and Hula Hoops. 0845 8739388
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SECTOR GUIDE: GAMES AND PUZZLES
Game changers The games and puzzles market boasts a lucratively broad appeal and more new firms are starting their path in our industry via this space than in any other category. Billy Langsworthy asks toy firms why the sector is in a good place and if the future for puzzle pieces, party titles and board games looks bright WITH GAMES and puzzles, more so than any other toy sector, there really is something for everyone. Pre-schoolers can learn core skills through educational games while older children have fun getting to grips with some classic board games. Elsewhere, teenagers can be found embracing everything from party games to more strategic heavy titles while adults (and a sizable university contingent) are helping to bring major players like Cards Against Humanity and Exploding Kittens into the fold through crowdfunding platforms, a key new means of distribution for game creators. That’s without touching upon the mainstream games market, a stable catageory brimming with a healthy mix of perennial favourites, iconic titles and fresh newcomers. And the same diversity applies to puzzles. There is a community of fans that will regularly fork out for the latest pieces and just as many of them are introducing their children to puzzles through ranges featuring some of the biggest TV and movie characters of today. ‘‘‘Games and puzzles have such a broad appeal and they are something that all members of the family can play together,” Simon Pilkington, managing director of John Adams, tells ToyNews. ‘‘In a society that sees kids (and adults) spending a significant amount of their time in front of a screen, games and puzzles enable families to spend time together doing something fun.” Ian Cuthbert, business development manager at Sambro, agrees, believing the category provides consumers with simple fun that promotes family values. ‘‘Games and puzzles aren’t usually first choice on a child’s wish list but www.toynews-online.biz
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they provide a safe choice for many parents and grandparents,” says Cuthbert. ‘‘If it’s simple, fun and promotes family values, that’s why the consumer keeps coming back to the games and puzzles aisle. Sambro will have this thought process in front of mind as we continue to grow our presence in the games and puzzles sector.” Others, like Smart Toys and Games’ brand director, Karen Clarke, believe that the games and puzzles sector has the potential to play an important part in a child’s learning development.
The landscape is evolving with the advent of crowdfunding opportunities. It’s blowing the market wide open. Rena Nathanson, Bananagrams
Clarke tells ToyNews: “Games and puzzles are an integral part of a young child’s learning development. The feedback from parents and retailers is that products with education and development are growing in importance.” The most recent NPD data shows that games and puzzles is up eight per cent
in value YTD (July 2015), which is ahead of the total toy market growth of five per cent. 2015 has also been especially strong for games, with the sector up ten per cent. NPD states that both sectors are more seasonal than the rest of the market, with 64 per cent of annual sales in Q4, and 41 per cent in December alone.
Bananagrams’ Top Banana and CEO Rena Nathanson concurs with the data, believing the sector is in the midst of an exciting patch, especially thanks to the boom in crowdfunding. “It’s a very exciting time for the games and puzzles market,” Nathanson tells ToyNews. “The landscape is evolving with the advent of crowdfunding opportunities, which seem to be blowing the market wide open for new inventors and innovators, offering a chance to get something produced totally independently.” September 57
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SECTOR GUIDE: GAMES AND PUZZLES
Winner takes all Competitions have proven to be successful campaigns for brands, whether it’s boosting their awareness or increasing sales. Rhys Troake finds out how kids aren’t the only winners when it comes to these tournaments IT’S AN age-old tradition to settle down with friends, family or even just yourself with a game or puzzle. But finding new ways to enjoy a classic game always keeps things interesting and brands have been doing so by hosting competitions and tournaments based around their products. By holding such events, companies are finding they can have powerful new platforms for fans to enjoy their brands Rubik’s hosts a number of global competitions for its cubing fanatics. The firms believes that through holding these kinds of competitions, it allows Cube fans to meet one another, compare techniques and share tips. “Rubik’s Brand Ltd organises regulated competitions around the world for all Cubing and Twisting puzzle fanatics to come together to meet like-minded individuals, share tips, exchange solving methods and to have fun competing for the quickest time under fair and equal conditions,” marketing manager at Rubik’s, Hayley Woodward, tells ToyNews. Finding additional ways to enjoy games and puzzles is a great way to keep a product in the public eye and holding competitions, like Paul Lamond’s annual Perudo tournament, is one way to do this. Speaking on the matter, Richard Wells, sales director at Paul Lamond Games, stated: “Competitions and tournaments provide a fantastic additional platform to place games in front of the end user and can also help maintain longevity in the brand.” Elsewhere, education is proving another key focus for brands initiating tournaments. When launching The Bananagrams Challenge last year – a school tournament
for UK children in Key Stage Two - Bananagrams saw it as a way of making the game important in the classroom, as well as getting the product in the hands of a raft of children.
hands of 15,000 children and their teachers.” As Nathanson mentions, the campaigns are also a great way to get the product into the hands of
Competitions create a higher awareness of a brand and this in turn supports the retailer, who benefits from sales off the shelf. Richard Wells, Paul Lamond Games
“Our chief objective was to position Bananagrams as an ideal classroom tool for boosting the literacy for UK primary school children,” Rena Nathanson, Top Banana at Bananagrams, tells ToyNews. “However, at the same time, we saw it as the perfect strategy for getting our games into the
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consumers and promote awareness of the brands, something Paul Lamond found with a Subbuteo campaign back in 2012. “They create a higher awareness of the brand and this in turn supports the retailer, who then benefits from sales off the shelf,” adds Paul Lamond’s Wells. “When we brought
Subbuteo back to the marketplace in 2012, we supported the launch with a table football tournament which resulted in fantastic visibility of the brand.” The tournaments may boost brand awareness, but does this mean an actual increase in game sales? Bananagrams found that providing participating schools with discounts for its products did result in a boost in sales. “We provided all participating schools with a discount code for parents, children and schools to use to purchase additional games at a discounted rate,” adds Nathanson. “We were able to track sales via these codes and gather qualitative feedback with all participating schools after the event, which showed that many teachers
and families went on to purchase more copies of the game as a direct result of playing the game.” Overall, competitions and tournaments prove to be a success for the brands that hold them. Not only is it a different and exciting platform for fans to play the game, but also promotes brand awareness, leading to an increase in sales that only goes to boost a game’s profile. And, should an event take off, it can evolve into a new, important date on the fans’ (and industry’s) calender. Something Rubik’s has experienced first hand. “The competitions grow each year, with now over 300 events taking part all around the globe and the World Championships taking place every two years,” adds Rubik’s Woodward. September 59
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SECTOR GUIDE: GAMES AND PUZZLES ESDEVIUM GAMES One of the top focuses for Esdevium is the brand new range of Disney-licensed family games, headed up by the ultimate picture-trivia game, Disney Pictopia. Pictopia sees players test their knowledge of decades of Disney magic, from animated classics to blockbuster movies and theme park destinations. Along the way are guess-my-answer questions that reveal just how much gamers know about the other players. The game will also be supported by a comprehensive marketing plan with exposure from online TV advertising, wide-reaching reviews and
BANANAGRAMS Bananagrams has unveiled a complete redesign of its travel word game, Zip It. The ‘Small Space Word Race’ returns to the UK market with a vibrant new look, created with customer and retailer feedback from both sides of the pond in mind. The eye-catching pouch features a fresh new colourway, clearer logo and brand new strapline to more explicitly position the game as a compact plaything that’s perfect for travel. The unique scoring zippers remain, however the one to ten points scales have been moved to the sides of the pouch to give the game a slicker look and feel. The fast-paced twoplayer game features 24 lettered cubes and these too have been given a facelift with the lettering colour changed to match the new blue pouch design. A new CDU featuring high quality product and
demonstrations at events across the entire Q3/Q4 period. There will also be an optional interactive app to offer new ways to play. After its successful launch in 2014, the newlyestablished Hotel Tycoon will be another important game for Esdevium this coming Christmas. In Hotel Tycoon, players get to jet around the board looking to invest in different hotels and hopefully bankrupt opponents. The 3D design is a big selling point for the game and Esdevium will go all out to show this to consumers with a huge TV advertising campaign and considerable targeted online advertising.
Dobble is expected to be Esdevium’s top-selling game for 2015. Dobble has seen incredible success over the last couple of years with huge jumps in sales and awareness of the game at an all-time high. Esdevium is offering a brand new free-of-charge FSDU to customers to increase in-store visibility and with it, sales. Dobble is also the central product of Esdevium’s demonstration programme and will further be supported by YouTube advertising on family content, Christmas gift guides, reviews and widespread PR. 01420 593593
JOHN ADAMS component photography completes the overhaul. Zip It joins Appletters, PairsinPears and Fruitominoes under the ‘Games Grown by Bananagrams’ brand umbrella, which is due to become even more prominent in both trade and consumer facing materials and communications in the coming months. The firm has also added a brand new version of the hero Bananagrams game to its portfolio this year in Bananagrams WildTiles. After a successful sales phase in the USA as a Target exclusive, Bananagrams WildTiles is now available to retailers in the UK. The game includes six unique monkey WildTiles. Players can pick up a WildTile and play it as any letter as they race to complete their grids. 020 7298 9500
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Well known for its established games and puzzles portfolio, John Adams is boosting its collection with some classic brands and innovative new products for 2015. First up is Triominos. A triangular take on the traditional dominoes game, the new range will contain three new products under this heritage brand in its 50th Anniversary year, across a range of price points. The range will be led by hero product Triominos Classic Deluxe, which will feature the recognisable triangular packaging, with other items
including Triominos Excel and Triominos Travel. The company will also be expanding its action games category withThe Greedy Sheep and Elly Fountain. Greedy Sheep sees players take it in turns to feed grass to the sheep until his woolly fleece flies off while Elly Fountain sees gamers take it in turns to feed Elly and press her paw. If she sprays a player with water, they get to take a splash coin. The first player to get three splash coins wins. Both products will be supported by TV advertising and PR. Shopkins also joins the games collection with The Shopkins
Puzzle Tin, Supermarket Scramble Game, Pop ‘n’ Race Game and Big Roll Bingo, all to be released in the autumn. John Adams will be adding Tipping Point and Dinkee Linkee to its portfolio this year while the Rummikub range has also been expanded with Rummikub Xpress, Travel Rummikub, Rummikub Prime, Rummikub Junior and Rummikub Word joining Rummikub Classic. 01480 414361
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the award winning pre-school construction system the worldwide leader in multi-level logic games
Email: uk@smart.be Tel: 01903 885 669 www.smartgames.eu www.smartmax.eu
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SECTOR GUIDE: GAMES AND PUZZLES PAUL LAMOND GAMES Paul Lamond Games is launching the quick thinking strategy game, Gobblet Gobblers this autumn. Already extremely successful in the US, this easy to learn strategic game tests memory skills and a player’s appetite for laughter. The game offers different sizes of greedy Gobblers to help gobble up opponent’s pieces and get a winning three in a row. Elsewhere, joining the firm’s Mrs Brown’s Boys, Gogglebox and Perudo games this autumn are Ha Ha Moustache and Skribble Head. Skribble Head sees players sketch blind their masterpiece on a board on their forehead while others try and guess what the work-of-art is. New games available for children this autumn include the travel edition of Humpty Dumpty’s Wall Game, Squiggley Worms and Jacqueline Wilson’s Dreams, Dilemmas and Divas board game. As young fans of Jacqueline Wilson race to reach ‘You’re a Star,’ they are confronted with dilemmas testing how good a friend they are and how well they know their friends. New additions to Paul Lamond’s pre-school games for 2015 include We’re Going on a Bear Hunt, Maisy’s 4 in 1 Games Cubes and Dalmatian
Dominoes, featuring 28 Dalmatian puppy-shaped dominoes. Also available for autumn, and a new addition to the successful Chimp and Zee pre-school range, is Spotty Botty, a game that includes an electronic unit with animal sounds. For budding detectives there are three 1,000 piece Murder Mystery Puzzles from the hit BBC crime series, Death in Paradise. The puzzles force consumers to read the story and piece together the puzzle, with no picture reference, to solve the murder. Also new to the Paul Lamond football puzzle collection is a series marking great football events in club histories. There are ten different 500 piece puzzles from five of the leading Premier Football Clubs with titles including Manchester United 1998/99 Treble Winners, Chelsea 2015 Premiership Winners and Arsenal 2014/2015 Double FA Cup Winners. All of the firm’s new games and puzzles will be showcased at Autumn Fair this month, at Hall 5, Stand B40/C41. 020 7254 0100
GIBSONS
ACCENTUATE Fresh from securing a £45,000 investment from Peter Jones on Dragons’ Den in July, Accentuate has released its first expansion pack and announced plans for further global editions of the game. Building on the original game’s simple yet humiliating guess-theaccent premise, the first Accentuate expansion pack offers further potential for hilarity in the guise of Film Quotes. This new bolt-on pack contains cards featuring 90 iconic lines from an array of famous movies. Players read aloud a film quote in a randomly selected accent - so that could mean reciting “I ate his liver with some fava beans and a nice chianti” in a strong Brummie brogue, or “Say hello to my little friend” in an out-of-context Cornish. Teammates can now earn points by not only guessing the accent correctly, but also by identifying the movie (one point), and even 62 September
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the film’s year of release (two points). Quotes have been taken from a spread of movies spanning eight decades, including My Fair Lady, Ghostbusters, Jaws, The Graduate, Monty Python & The Holy Grail, Casablanca, The Devil Wears Prada and Back to the Future. Elsewhere, Accentuate has listened to retailer feedback and developed a new branded floor-standing display unit.
The POS unit reflects the distinctive Accentuate branding and is free of charge to retailers purchasing 20 units plus one free for display and demo purposes. After launching a US edition of Accentuate earlier this year, complete with a range of US regional accents, the team is now working on further global editions, including a pack for Germany. 0330 400 4162
Gibsons is launching five quirky new products from big licences this month. The firm’s brand new 500 piece Volkswagen Campervan jigsaw puzzle comes in a tin replica of the iconic Campervan. Elsewhere, whether consumers love it or hate it, Gibsons’ ‘fiendishly difficult’ double-sided 500 piece Marmite puzzle comes in replica jar boasting a screwtop lid that means it doubles as a storage pot for all manner of knick-knacks.
Elsewhere, the iconic Love Hearts packet lends itself to a tin with a heartshaped 250pc puzzle inside, featuring Love Hearts with all the favourite, corny captions. Two licensed Mr Men and Little Miss puzzles are also due for release in the form of a Mr Grumpy tin and a Little Miss Sunshine tin, both containing 250 piece puzzles. Gibsons’ popular afterdinner word game Pass the Pud is also back for Christmas. 020 8661 8866
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SECTOR GUIDE: GAMES AND PUZZLES SMART TOYS AND GAMES this year’s Right Start Best Toy Awards. Three Little Piggies is a logic game that will intrigue young children as they attempt to make piggies fit inside the houses, look through the windows and then escape the wolf. The firm’s SmartGames line of award winning games
Smart Toys & Games has made great headway during its first year as a direct UK operation. The firm is thrilled that both SmartGames Three Little Piggies and SmartMax Lighthouse are winners at
have multi-level challenges from the very easy to the very challenging and is perfect for players of all ages. Each title has a unique and innovative game mechanic with themes that appeal to both boys and girls. They come in travel, compact and table top editions in plastic or a premium wood range. The range starts at pocket money levels to top end quality with the wooden games as year round gifts. Every SmartGames product comes with an extensive challenge guide and every SmartMax product comes with a colourful play guide. 01903 885669
Puzzlers are always on the lookout for innovative games to challenge the mind and the Cool Circuits range from Maps Toys will not only appeal to experienced game players but the whole family too. Junior Circuits is brand new for 2015 and arrives in the UK this month. Cool Circuits’ little brother, this game sees children pit their wits against the game, and each other, by trying to solve 40 different
puzzles, each of a varying difficulty. The chunky white circuit board features eight fluorescent 3D puzzle pieces. Kids can begin with an easy challenge then when they think they are a Cool Circuits whiz, move on to practically impossible. Players choose a puzzle card, create the circuit loop shown and watch the board flash and illuminate with lights and music if they have joined each circuit correctly. 01483 766 006
HTI
GOLDEN BEAR Golden Bear focuses on top TV hits for its games and puzzles potfolio, with properties including Peppa Pig, Something Special and CBeebies Bugbies. The Peppa Pig Wooden Dominoes is a fun game to help develop children’s recognition and manual dexterity skills. Elsewhere, based on the popular Something Special characters, the Mr Tumble
MAPS TOYS
and Friends Wooden Puzzle includes six chunky wooden pieces each with a coloured peg to help pick up the pieces. Developing recognition skills, dexterity and handeye coordination, the puzzle is bright and colourful and features different colours behind each shape to match the pegs. The new Wooden Dress Up Mr Tumble gets little ones mixing and matching as children create their favourite interchangeable Something Special characters. Golden Bear’s CBeebies Bugbies range of toys includes the Toppling Bugbies, a game that promotes social play. Consisting of 30 stackable blocks, each one features an iconic character from the channel. With three different combinations of play, children aged from three years simply roll the dice and take it in turns to remove the blocks until the Bugbies tower comes tumbling down. 01952 608308
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HTI boasts one of the biggest character brands, as well as great value own design games and puzzles, in its range for 2015. An evergreen licence for HTI, the firm’s Peppa Pig range offers a selection of colourful Peppa designs across classic lines that have been designed to encourage early learning and develop hand eye coordination. The Floor Puzzle is a 49 piece jumbo jigsaw featuring a Peppa Pig classroom scene while the the chunky 3D Clock Puzzle helps little ones to learn to tell the time as well as familiarise themselves with numbers as they place the shaped numbers in the correct spaces in the correct order. Other puzzles include a Peppa Pig Dress Up Numbers and Muddle Puddle Peg Puzzles. HTI’s own in-house games range provides an extensive selection of traditional board, family and strategy games from Draughts, Chess, Ludo and
Snakes & Ladders to Bingo and Lotto. The games range also includes compact magnetic compendium travel games that offer four classic board games in one. Elsewhere, HTI’s own Wood Works range of traditionally crafted, premium quality wooden toy lines includes puzzles for children of ages 18 months upwards. The Wood Works preschool offering comprises colourful chunky shape sorters, a learning clock, alphabet and number
puzzles, dominoes, an abacus, chalk board and jumbo floor puzzle. All Wood Works pre-school puzzles have been designed to help develop recognition of numbers, letters, shapes and colours as well as enhance hand-eye coordination, cognitive abilities and stimulate visual development. All are supplied in fully branded display CDUs and HTI claims ‘the Wood Works range provides fantastic margins to retail partners as well as great value for money for the consumer’. 01253 778888 www.toynews-online.biz
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SECTOR GUIDE: GAMES AND PUZZLES MATTEL It’s looking like a strong year for Mattel with its games portfolio boasting top-sellers including the number two family game Scrabble, top card game UNO, classic drawing game Pictionary and new title Bounce Off. The Mattel Games portfolio will be supported with an extensive, multiplatform marketing programme under the umbrella communication of ‘Play the Game’. The programme will drive demand and awareness of the games portfolio during the key sales period leading up to Christmas. The campaign will be supported with TV and radio advertising, social media, in-store POS and PR outreach including competitions and numerous parent blogger reviews. In addition, the digital Facebook communities for Scrabble, UNO and Pictionary will continue to engage current and new brand advocates, fans and youngsters through creative and engaging online content, stretching across the digital landscape.
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Autumn/winter will also see the launch of a major new initiative which will position Scrabble as the ‘smart choice for festive fun’ and the game of choice for mind and educational challenges. Key lines for AW15 include Scrabble Original and the Deluxe, Travel and Junior editions. Additional Mattel favourites in the games portfolio include UNO, supported with an AW15 range featuring the TV advertised UNO Extreme, UNO Cards and the Dare and Junior editions. Other games include the TV advertised Bounce Off, the ultimate in head-to-head competition, and the popular Pictionary, the game of quick sketches and crazy guesses. Elsewhere, the Card Game from Minecraft allows fans to create their own missions with endless opportunities for fans to enjoy building and creating using strategic methods to mine resources and craft tools. 01628 500 000
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SECTOR GUIDE: GAMES AND PUZZLES FLAIR Flair has a portfolio of funfilled, competitive games including classic action games for all the family and a traditional range of wooden games featuring Thomas & Friends. Perfect for children aged 18 months and over, the firm’s collection of quality wooden games includes both new and familiar play concepts that will enhance learning while playing. The Wooden Dominoes and Track Puzzle has 28 dual sided dominoes and four engine pieces. Children can either play the traditional game matching the images or turn the pieces over to create a wooden train track for a different experience. The range also includes the Block Cart, Tic-Tac-Toe and a Wooden Clock Game with 12 double side selfcorrecting puzzle pieces, two jumbo time-dice and a clock stand. Better hand-eye coordination is the name of the game when it comes to the Sorting Box and
Hammer and Peg toys, and this early skill will be enhanced as children learn to tap the pegs as they follow the track. For classic action gameplay, kids must have
nerves of steel to master Tumblin’ Monkeys and Ali Baba. The aim of the Tumblin’ Monkeys is to take it in turns to pull out the sticks one by one and watch as the monkeys begin to fall. The
ORCHARD TOYS Orchard Toys has added three new lines to complement its educational range for autumn 2015. With the lead-up to Christmas drawing ever nearer, Orchard Toys have ensured their new lines include a variety of games and jigsaws to suit all ages and abilities. Robot Run is an addictive colour and shape matching game for all the family. Players aged three to adult take turns to match their robot characters by type
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player with the least amount of fallen monkeys at the end will be crowned the winner. Stacking them high is the strategy behind Ali Baba where players must add their 15 playing pieces to
the camel’s saddle one at a time. Whoever upsets the camel first and makes it buck will lose as Ali and all the pieces go flying. 0208 633 0320
CLEMENTONI or colour, encouraging their observational and matching skills without them even realising they are doing so. The winner is the first person to play all of their colourful robot cards. Orchard Toys’ Big Alphabet Jigsaw is a colourful, 26-piece jigsaw, aiding language and literacy skills for children aged three to six. Each piece of the jigsaw shows a different letter of the alphabet, decorated with characters
synonymous with Orchard Toys. The recognisable characters and objects can be used by parents to promote both educational learning and discussion. Finally, Farmyard Heads and Tails is a fun first matching activity for children aged 18 months and over. Featuring twelve farmyard characters and objects to match, this simple game grows with the child as they learn and develop. 01953 859525
A briefcase full of family fun featuring the most loved characters from the hit Disney film Frozen, Clementoni is promising hours of gameplay with its 7 in 1 Mega play set. The Frozen case comes packed with a wide variety of games including a classic memory game, dominoes, blocks, three puzzles ranging in difficulty from
30 pieces to 60 pieces and Clementoni’s bestselling Quizzy and Quizzy pen. The set has been designed to encourage all those Elsa and Anna fans out there to use their memory and problem solving skills, all while not forgetting to build on their fine motor skills with the firm’s popular Quizzy. 0208 782 1134
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SECTOR GUIDE: GAMES AND PUZZLES LEARNING RESOURCES New for 2015, the Play by the Book Reading Comprehension Game from Learning Resources features role-play and activities to encourage players to discuss literature. The illustrated board engages players as they travel the winding path through themes such as fantasy and sci-fi, meeting familiar fiction characters on the way. Having read any book or chapter, or watched a film or video clip, players answer questions that test their understanding and interpretation of what they’ve read or seen. Multi-sensory learning is encouraged as players land on the ‘action spaces’ that require talking, singing, acting and sketching. The game offers two levels of play to develop skills such as drawing conclusions, making predictions and inferences, asking questions, comparing and contrasting and summarising and retelling. The game can be
played by two to six players and is suitable for ages eight and above. Also new for 2015, the Breaking News! Spelling, Punctuation and Grammar Game prepares children for school literacy tests as they
race to find and correct errors in news headlines before handing them back to the boss. The cards are selfchecking with language rules printed on them, encouraging children to
take ownership of their learning. The game is complete with 100 doublesided self-checking headline cards, one game board, six game markers, one die and an instruction guide. Game categories include
punctuation, spelling, verb tense, sentence and grammar and vocabulary. The game can be played by two to six players and is suitable for gamers aged seven and above. 07872 337 322
The extended Hedbanz range, which now includes Act Up, will be available throughout the year along with the refreshed Disney Hedbanz which now includes characters such as Elsa and Olaf from Frozen, Dory from
Finding Nemo and other popular characters. Hedbanz has been the TV advertised driver from midAugust and will continue through to Christmas. There are two new Paw Patrol games to look out for
on the back of the popular range of toys and plush. Reflecting the storylines in the cartoon series, Look-aLikes Matching Game and the Adventure Game, which launched in the spring of 2015, will be joined by two
further Paw Patrol games, Pup Racers and Beach Patrol. Both will be released in the second half of 2015 and could prove to be winners with the huge kids following of Paw Patrol. 01628 535000
SPIN MASTER
Spin Master’s strong portfolio of fast and furious games has once again continued to perform strongly in the market during the year and the portfolio of Hedbanz games has proved to be popular with families and children. 70 September
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SECTOR GUIDE: GAMES AND PUZZLES HASBRO Hasbro has a raft of iconic games in its portfolio, boasting some new twists on classic Jenga and Monopoly titles, as well as the social media sensation party game, Pie Face. This year, players young and old can own the world’s most iconic cities in Monopoly Here & Now The jet-set gameplay sees gamers race around the board to visit some of the world’s most exciting places and buy locations. Every time a player adds another stamp to their passport, they get closer to the globetrotting win. Elsewhere, Jenga Quake blends skill, suspense, laughter and a little luck as gamers attempt to pull out blocks knowing that the tower can start to shake at any point during the game. Meanwhile, Pie Face is also filled with fun and suspense as players put whipped cream or the wet sponge on the hand of the game unit and start turning the handles. Each click of
the handle could set the poised arm off at any time, so players will have to hope they avoid receiving a messy splat in the face. Then, they can watch in pleasure as the next player takes their turn. Points are scored for every time you avoid getting pie-
faced, and the first to score 25 points wins. Elsewhere, Hasbro’s Loopin’ Louie sees players protect chickens from Louie’s dizzy diving. Every time he flies by in his airplane, he’ll be out to knock another chicken into
the chute below. Consumers must then flip him out of the way with a paddle to ensure they remain the player with the last chicken standing. Finally, the firm’s Crocodile Dentist game sets out to challenge players to watch out for Silly Jock Croc’s sore
tooth. When they press down on a tooth, he’ll chomp down if it’s the sore one With Crocodile Dentist, gamers will need to ensure their daring dentistry is better than anyone else’s to win. 020 8569 1234
New in children’s games from Vivid are two in-house developed brands for youngsters in the form of Og on the Bog and the piratethemed Rattle Me Bones. Meanwhile, given the firm’s previous success in the market, expectations are now high for the revamped version of the Shh!.. Don’t Wake Dad game. All titles in the portfolio will be fully supported by extensive launch campaigns, including a roster of new and engaging TV commercials. For younger children, Drumond Park is introducing the pre-school game, Barbeque Party, which according to the board and party game specialist, enjoyed a phenomenally strong performance in France last year. The firm is now expecting further strong sales as a result of the title’s fun game play as well as a heavy
weight TV advertising and promotional plan. Within the magic segment, not only is there a new set for younger, aspiring magicians in Gee Wizz but new tricks have also been added to Gross Magic along with a packaging facelift which is sure to make it stand out on children’s’ wish list for Christmas 2015. With an aim to maintain Drumond Park’s number position in adult games, the firm is launching a new TV commercial in order to support the highly successful Logo Board game (boasting one million UK sales to date), while Logo Lite will be added to the stable, providing a new game play and collection of cards that can become additional cards for the original Logo game. Early EPOS sales indicate that Logo Lite is going to be another winner within the Drumond Park portfolio, as the firm approaches the key Christmas retail period. 01483 449944
VIVID
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CHESS GAME 3D Die Cast Thunderbirds Playing Pieces
|| AVAILABLE JULY 2015 || Thunderbirds™ and © ITC Entertainment Group Limited 1964, 1999 and 2015. Licensed by ITV Ventures Limited. All rights reserved.
TRIVIA GAME 1,000 questions based on the iconic TV series
Tactic Games OY T/A Tactic Games UK Phone: 01483 332070 / 332071 info@tacticgames.co.uk www.youtube.com/TacticBoardGames
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SECTOR GUIDE: GAMES AND PUZZLES CARTAMUNDI Cartamundi, one of the world’s market leaders in playing cards and card games, will have an established winner to take to retail at
Christmas in the shape of its ever-growing and popular Shuffle range. The Shuffle line of card decks offers famous entertainment brands with a downloadable digital extra for added fun. Already close to 20 Shuffle games are available in the
range, including Shuffle Monopoly Junior, Shuffle Transformers and Shuffle Frozen, with plenty more scheduled to land soon. Meanwhile, Cartamundi’s licensed output will continue to delight fans of all ages by bringing big movie brands such as James Bond, Minions and The Good Dinosaur to both dedicated card games and the perennial and everpopular four-suit packs.
GOLDFISH AND BISON The Megableu portfolio continues to be a phenomenal success for Goldfish & Bison. The burgeoning range features games with cool working features and strong visual recognition, including titles such as Ghost Hunt, Creepy Hand, Cobra Attack and the wonderfully named Spider-Man Chase Rhino. This year sees Goldfish & Bison look to continue the success of Ghost Hunt, with the launch of the new, spooky Ghost Hunt Evolution. Wearing 3D glasses, players have to zap hordes of bats flying at them as well as shoot the ghost appearing on the walls and ceilings. 74 September
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Those four suits are also at the heart of a major arrival in late 2015 that is likely to be a big Christmas hit with the millions of watchers of magic tricks and illusions on TV. Developed in collaboration with a professional magician, Carta Magic offers four collections of cards and special tokens with varying numbers of tricks for children and adults.
Every pack contains full instructions on a variety of tricks including mind reading, card finding, making things disappear, prediction, name and number guessing, speed reading and more. However, for people who want to stick to Bridge, Cribbage, Canasta or Texas Hold ‘Em, but with a slight twist, there will also be Pitch Black, Calavera and Death Poker, the stylish, cool and ever-so-slightly-scary Cartamundi card designs that are popular with teens and young adults. With many present buyers looking for something reliably popular with which to top up the Christmas stocking this year, the firm will be showcasing traditional packs of cards with a POS or on an in-store display. On top of this, Cartamundi will be ensuring that its hit Royal Flush range is available in as many outlets as possible in the run up to the business end of the year. 01268 511522
CHEATWELL GAMES Elsewhere, the new Alien Mission game sees players attempt to eliminate all of the off-world visitors to win. Gamers can put on the goggles, activate the gun and sneak around the house to zap the alien invaders with the infrared gun in their mission to rid the world of these unwelcome visitors and save mankind.
Away from the world of the paranormal now, and the Tricking Camel game sees players compete to win thirst quenching bottles of water from the camel’s back. However, if the gamers can’t beat the camel’s challenge, he will unceremoniously hurl a mouthful of spit at them. 020 8326 2626
Cheatwell Games’ Charades has the ‘on-shelf’ advantage of being recognised by people across generations. But this all-new edition board game has been given a modern twist with an eye catching playing board and current topics. As the firm states, ‘Christmas isn’t Christmas until you’ve seen granny
acting out The Texas Chainsaw Massacre.’ The children’s version has also received a revamp to match the rest of the Cheatwell kids’ range and is poised to be a strong performer this Christmas season, harking back to classic family gaming, with a 21st century twist. 02392 524098
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The multiplication match that tackles times tables! Three a side teams encourage strategic thinking as players spin the spinner to create equations.
EI-9394
Top of the Tables!
Storage box doubles up as an illustrated football stadium!
“Encouraging children into the Premier League level of times tables.” – Good Toy Guide Experts
For more information call Chris Beardmore on 07872 377 302 or email cbeardmore@learningresources.co.uk
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SECTOR GUIDE: GAMES AND PUZZLES MORNING PLAYERS Created in 2011, Morning Players is a French company editing and distributing a selection of games designed bring something new to the games and puzzles scene. V-Cube, one of the firm’s most innovative and successful ranges of products, is a series of rotational cubes that boast smooth and quick rotation, and a distinctive shape. V-Cubes are available from sizes 2 x 2 x 2 all the way through 8 x 8 x 8, providing a new challenge for the customer. The Classic Collection offers the choice of a black or white cube base, the flat or the “pillow design” while the V-Collection provides five different themes to choose from. Most V-Cubes are stickerless with the design printed directly onto them. The firm believes the target audience for V-Cubes are kids and parents, students and teachers,
professionals and artists, tourists and museum lovers, companies and licensees. The current portfolio contains the V-Cube 2,
V-Cube 3, V-Cube 4, V-Cube 5, V-Cube 6, V-Cube 7 and V-Cube 8, in six different colours on a black or white base with varying design.
It also contains novelty concepts such as the V-Cube 7 Illusion as well as the unique V-Cube flag series with art and emotions,
wildlife and nature and a selection of challenging and design collections.The range is available now. 0033 9 72 37 57 21
feature montages of the smash-hit show’s most famous characters from in front and beyond The Wall. To top off Jumbo’s impressive Adult portfolio, the Coronation Street True or False Trivia Board Game will test fans’ knowledge of all things Coronation Street, with over 750 True
or False questions to answer as players make their way around the famous cobbles. The firm also has a 1,000-piece Double Acts jigsaw puzzle featuring 38 famous Corrie double acts, old and new. Jumbo Games’ children’s puzzle portfolio spans licences including Peppa Pig,
Disney Frozen, Furchester Hotel, DC Comics and more. The brand new Peppa Pig Tumble & Spin Memory Game is an award-winning classic. Children can spin the giant Peppa Pig figurine and watch her spin round playing her popular theme tune. Players must listen carefully to what she says,
because when she stops, they need to collect all their matching memo cards while following Peppa’s instructions. The first player to do so is the winner. The firm also has a Spinning Santa Tumble & Spin Game landing in November this year. 01707 289289
JUMBO GAMES Jumbo Games is the number one manufacturer of adult puzzles in the UK, producing Wasgij, the leading adult jigsaw puzzle brand, Falcon de luxe, the high quality traditional puzzle range and Puzzle Mates. 2015 is piecing together nicely for Jumbo Games and looking to autumn/winter, the company has already announced the UK deal to produce a range of Poldark jigsaw puzzles. The range will launch with a 1,000 piece puzzle in November. September marks the 50th Anniversary of Thunderbirds and to celebrate, Jumbo has released a special edition Collector’s Box Set Vol. One that includes three 500-piece jigsaw puzzles, a 1,000-piece Puzzle and a brand new 100 XXL Puzzle available in November. After releasing its first 1,000-piece Game of Thrones Map of the Known World puzzle in 2014, Jumbo has extended the range with two Special Edition Collector’s Box Sets that 76 September
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SECTOR GUIDE: GAMES AND PUZZLES RAVENSBURGER Ravensburger’s autumn/ winter range is packed with top choices to drive sales in the lead up to Christmas. The company’s children’s licensed puzzles range highlights its position as a market leader with a raft of new launches including Minions, Paw Patrol, Shopkins, Clangers, Inside Out, Tsum Tsum, Bing, Octonauts, Thomas and Friends: Sodor’s Legend of the Lost Treasure, The Snowman and The Snowdog, Stick Man, Frozen and Frozen Fever, Avengers Age of Ultron, Miles from Tomorrow, classic Star Wars and more. November also sees the launch of products based on Star Wars: The Force Awakens and James Bond, with the release of the latest films. Ravensburger’s Limited Edition 1000 piece Christmas puzzle has become a must have item for many consumers, and the 19th in this collectable series, Santa’s Final
Preparations, is amongst its largest-ever autumn launch of adult puzzles. There are also new designs depicting The Snowman and The Snowdog,
a classic Disney scene, a seasonal What If? design, cute Christmas animals and a specially created seasonal image from popular artist Colin Thompson.
knows their Thunderbird 2 from their Thunderbird 4. Players will have to answer questions about each of the legendary Thunderbirds episodes and see how many they can answer correctly. The game contains images and questions from all the episodes
and is perfect for all Thunderbirds buffs. Elsewhere, Tactic’s Thunderbirds 50th anniversary chess is a limited edition set featuring 3D game pieces that fuse traditional chess with ‘space-age technology’. 01483 332070
Family games are also set to be a big hit for Ravensburger as consumers get playing with Bugs in the Kitchen, Labyrinth and Scotland Yard.
These games are backed by a heavyweight TV advertisement campaigns that will continue right up to Christmas day. 01869 363800
TACTIC GAMES Tactic Games is celebrating the 50th anniversary of classic kids’ TV show Thunderbirds with the release of brand new games this year. The firm’s Thunderbirds classic 50th anniversary trivia board game allows fans to challenge friends and family to see who
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SECTOR GUIDE: GAMES AND PUZZLES SAMBRO Sambro has invested considerably in its games portfolio for 2015. The firm has extended its already successful range of licensed games, created a new co-ordinated corporate look to its value range and is all set to launch three major TV games for Christmas. These new introductions sit alongside Sambro’s licensed puzzle collections. The three major television games are being supported with extensive TV advertising and PR from now until Christmas Day. These include Lay it or Break, which Sambro believes is set to be one of the most talked about games of the year. The cute chicken needs help sneaking her eggs out of the frying pan and back to the safety of her nest. Players must don the chicken beak and attach the special magnetic chicken to a back pocket then let the fun commence. Players must slowly and carefully squat down and
grab an egg, while trying not to break it, then walk with the egg and lay it to rest in the nest. The player who
rescues the most unbroken eggs is declared the winner. Elsewhere, Sambro’s Crazy Toaster is the ultimate game
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and when the toast pops out, they must try to catch it in their pan. However, if they catch a stinky fish they must give a piece back. Poopy Head is the game where a number two is always the winner. Kids must play cards in the right order (toilet, poo, paper, wash your hands) and if they can’t play a card, they push the whoopee cushion. Whoever has the most cards at the end has to place a plastic poo on their head and after five games whoever has the most poo on their head loses. Sambro continuously adds to its licensed games ranges and its Minions collection is proving extremely popular. The 3D Pinball Arena, Air Hockey Arena and Super Pinball are just some of the games that harness the fun of these well-known, loveable characters. Other games licences include Frozen, Disney Junior, Spongebob, Spider-Man, Turtles and Transformers. 0845 873 9380
COILEDSPRING GAMES
THAMES AND KOSMOS Thames and Kosmos’ next instalment of games from German partner Kosmos is set to arrive in time for Christmas. The additions to the already popular range of Kosmos games includes Legends of Andor plus two expansion kits in the form of New Heroes and Star Shields which will be compatible with pre-existing versions of
choice for young children this Christmas. Players start the toaster by pressing down the timer
the game and also a new Klaus Teuber title called Tumult Royal. Kosmos games are well known for their German style and are popular among some of the more serious gamers. However, games like Ubongo and Lost Cities Board Game, which have been translated into English, make popular family games. Ubongo is a fast paced, addictive and easy to learn geometric puzzle game that requries players to race against the timer, and each other, to solve the puzzles. Other family games in the range include Dohdles, a game where players have to solve the riddles made of dough, and Dimension, an entertaining spherical stacking game. Other titles which will be available include Steam Time and two player game, Kahuna. There is also good news for Lost Cities fans as the card game will be back in stock in October this year. 01580 212000.
The latest innovation from Coiledspring’s Schmidt brand allows puzzles to pick up a 1,000 piece puzzle without it falling apart. Produced on improved 2.25mm cardboard, pieces are individually shaped for a greater variety of forms. The new quality allows jigsaws to be completed many times without loss of structural integrity. A fine punching knife gives an accurate fit so that once the puzzle is
completed it can be lifted up vertically. From autumn onwards, the 1,000 piece puzzles will be the highest quality available and the range includes new images from bestseller Anne Geddes and Colin Thompson. The 1,000 piece jigsaws are great value and plenty of instore POS support is available. Other piece counts will follow so that the full range is premium quality by 2016. 020 3301 1160
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OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR
Jon Salisbury AS ANOTHER year approaches the tense final quarter, the industry’s great and good have devised another play campaign to encourage toy usage. Over in the US, the Toy Industry Association (TIA) is calling on toy companies, retailers and other play-related professionals to participate in the industry-wide Genius of Play campaign.
Follow me on Twitter @jonsalisbury
This month, our columnist praises the Toy Industry Association’s Genius of Play scheme, a campaign that has generated over 400,000 hours of play to date
“That’s why we’re committed to letting families know all about the necessity of play and its lasting benefits – but we need the toy industry’s help getting the message out there.” Since the start of the last summer, parents, caregivers and play lovers have been supporting the Genius of Play across social media by sharing the initiative’s fun animated videos, facts
As another year approaches the tense final quarter, the industry’s great and good have devised another play campaign to encourage toy usage. TIA members are invited to send a pre-written Genius of Play email to their consumer database in order to let fans know about the free resources available at www. TheGeniusofPlay.org and encourage them to take the Play Pledge. “Playtime in America is dwindling for a variety of reasons, including lack of time, extended school days and an overemphasis on academic achievement,” said Ken Seiter, TIA vice president of marketing communications. “Unfortunately, research shows that this is having a detrimental impact on the cognitive, social and emotional development of children.
about the developmental benefits of play, expert advice, play tips, and cool toy picks. To date, the campaign has garnered more than 25,000 Facebook fans, and countless families have taken the Play Pledge, collectively committing to more than 400,000 hours (and counting) of play. Once a million play hours have been reached, TIA will make a charitable contribution to The Toy Bank, a programme that delivers toys to kids in need around the world. The campaign is still rolling now and is clearly doing very well. Here’s hoping a UK equivalent gets its wheels in motion soon. Only 400,000 hours to beat.
Jon Salisbury has written about the toy business since 1985, editing magazines and running toy media events in New York and London. He can be contacted at jonsalisbury@icloud.com or @JonSalisbury www.toynews-online.biz Editorial: 01992 535646 Advertising: 01992 535647
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You’re going to need a bigger imagination
BUILD
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Build the LEGO ® Gateway, plus build every vehicle and gadget 3 times
command the action between the toys and the game using the LEGO ® toy pad
collect your favourites for crazy combinations in game
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Expand your hero collection with brand new powers and abilities!
The Simpsons™
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#BREAKTHERULES Available 29th september 2015*
MORE TO COLLECT AVAILABLE ON LEGO DIMENSIONS Videogame software © 2015 TT Games Ltd. Produced by TT Games under license from the LEGO Group. LEGO, the LEGO logo, the Brick and the Knob configurations and the Minifigure are trademarks and/or copyrights of the LEGO Group. © 2015 The LEGO Group. Batman and all related characters, and elements are trademarks of DC Comics © 2015. THE LEGO MOVIE © The LEGO Group & Warner Bros Entertainment Inc. © 2015 New Line Productions Inc. All The Lord of the Rings content other than content from the New Line films © 2015 The Saul Zaentz Company d/b/a Middle-earth Enterprises (“SZC”). The Lord of the Rings and the names of the characters, items, events and places therein are trademarks of SZC under license to Warner Bros. Interactive Entertainment. Back to the Future is a trademark and copyright of Universal Studios and U-Drive Joint Venture. Licensed by Universal Studios Licensing LLC. THE WIZARD OF OZ and all related characters and elements are trademarks of and © Turner Entertainment Co. Wii U is a trademark of Nintendo. © 2012 Nintendo. ” ”, “PlayStation”, “PS3”, and “ “ are trademarks or registered trademarks of Sony Computer Entertainment Inc. “ ” is a trademark of the same company. All other trademarks and copyrights are the property of their respective owners. All rights reserved. WB GAMES LOGO, WBIE LOGO, WB SHIELD: ™ & © Warner Bros. Entertainment Inc. *Internet connection required. (s15)
FOR MORE INFORMATION ON LEGO® DIMENSIONS, PLEASE CONTACT
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