Toy News Jan - Feb 2018 by Future PLC

ISSUE 191

January/February 2018

www.toynews-online.biz

TOY NEWS JANUARY/FEBRUARY 2018

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Welcome W

ISSUE 191

January/February 2018

www.toynews-online.biz

TOY NEWS JANUARY/FEBRUARY 2018

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No. 191 | January/February 2018 Editor Robert Hutchins rhutchins@nbmedia.com

It's a happy New Year

Senior Staff Writer Jack Ridsdale jridsdale@nbmedia.com Sales Manager Jodie Holdway jholdway@nbmedia.com Production Executive James Marinos jmarinos@nbmedia.com Designer Nikki Hargreaves nhargreaves@nbmedia.com Managing Director Mark Burton mburton@nbmedia.com

t’s rare that this column is used as a chance for us to blow our own trumpets, but on this occasion, I am willing to make the exception. Because, within your very hands, what an issue you are holding. Kicking off the year in style, we cover all of the important issues affecting the toy industry not only for the year ahead, but those set to make a huge impact on the way business is conducted over the years to come. Starting with an in depth interview with Anne Wood CBE, the creator of some of the most iconic children’s TV shows such as In the Night Garden and Twirlywoos, she talks to us about the current state of children’s television here in the UK, before we move into an exclusive chat with Disney’s Mike Stagg and Flair’s Simon Hedge about an exciting new partnership for Disney’s Vampirina and Puppy Dog Pals. We also talk exclusively to LEGO about its new digital operations, Facebook about marketing your brand on social media, Toys R Us talk about its own future through in-store engagement, Hasbro’s Allspark Pictures opens up about its slate of big movie properties coming this year and we talk to a number of toy companies about the process of cracking the biz stateside. And breathe. That of course, is far from all we have for you read at leisure as we launch into Toy Fair season. So welcome and let's have a belter. Robert Hutchins, Editor Rhutchins@nbmedia.com

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COVER STORY ALLSPARK PICTURES P54

Contents January/February 2018 Features

COVER STORY: ALLSPARK PICTURES Hasbro talks exclusively about its upcoming big movie slate.

INTERVIEW: ANNE WOOD CBE Ragdoll Productions' founder on her mission to rescue British made children's television.

DISNEY'S GOT FLAIR Disney's Mike Stagg and Flair's Simon Hedge talk vampires and puppies in pre-shcool.

30 UNDER 30 We shine the spotlight on the industry stars of tomorrow and beyond.

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Regulars Opinion 06 Jack Ridsdale 08 Neil Davis 10 Ian Downes Market Data 86 Euromonitor 88 Generation Media Show Guide 90 Spring Fair 103 Nuremberg 119 London Toy Fair Back pages 188 Team of the Month 189 Industry Moves 190 Final word

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Opinion

Apocalypse No: How will the so-called 'retail apocalypse' affect indies? by Jack Ridsdale

It’s been a tough holiday season for retail. As the dust settles and normal business resumes, there is a sense of discomfort throughout the retail space, not just in toys but all across the high street. Department store Debenhams have seen shares drop in the wake of weak Christmas sales and are now undergoing a restructuring. Stateside, JCPenny and Sears have both taken hits in what some have dubbed the ‘retail apocalypse’. Toys R Us remains on life support with 26 stores in the process of closing and the remaining stores fighting for relevance with other chains and online retailers. With major retail chains falling into disrepair, perhaps it is time for indies to secure their place as the physical retail destination of choice. With many indies already holding prime locations in city centres, they are already positioned to challenge the out of town stores of Toys R Us. As you will no doubt learn from the Retail Theatre feature on these very pages, indies across the nation are embracing the challenge of the current retail climate by getting creative with their stores offerings. Hosting events and having a staff that are passionate and knowledgeable keep indies ahead.

However as online retail slowly becomes the default option for most shoppers having an online component and a strong presence on social media platforms can also provide a massive boost to business. As larger companies begin to experiment with new ways of interacting with their customers via social media technology, in the form of chatbots that can guide customers, having a helpful personality always at the ready is crucial to compete. Analysts across the board agree that the marketplace itself is not suffering. Despite a harsh economy and external factors like Brexit, people are still spending. In fact 2017 saw one of the highest Christmas spends on record, with top toys like Fingerlings, Enchantimals and LOL Surprise bringing in millions worldwide. The challenge will increasingly be luring customers into physical locations. Smaller stores with a highly curated selection of products are likely to perform well in the new ‘boutique’ culture of physical retail, with customers being drawn to a unique proposition and the promise of discovering something new, rather than scouring the shelves for a well-known item. Shops that can offer a unique experience to youngsters will always rise above the competition, just look at creative retail chains like Lush and Tiger. These original concepts offer a new type of shopping experience, one that cannot be replicated anywhere else.

Despite a harsh economy, people are still spending. Jack Ridsdale is ToyNews' senior staff writer and self-proclaimed 'business expert extraodinaire'. When not analysing the toy biz, Jack can often be found reading fantasy novels and listening to Fall Out Boy records on loop.

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Opinion

Counter attack: How to fight the fakes in 2018 by Neil Davis

The toy industry experiences one of the highest levels of counterfeit goods globally. This is fuelled by the fact that toys are generally fairly straight forward to replicate and in many cases, are being replicated in their original country of manufacture and distributed through similar supply chains. The result is a direct loss to the IP owner as well as any licensees of the counterfeited products. The EU estimates that over €1.4bn is lost annually in counterfeit toys, with 11.6 per cent of direct sales lost in the UK alone. The financial damage is relatively well measured, however the reputational risk to a licensee can be far greater. The damage to a brand caused by a child suffering an injury or worse as a result of a defective or sub-standard toy is far greater than the loss of sales. In scenarios where defective products have been shown to be counterfeit, the brand owner needs to demonstrate that they have taken reasonable steps to protect their consumers and users of their products. Companies do however have various means at their disposal to help reduce the number of their products being counterfeited and distributed. One such technology is IPExpression’s IPEYE service.

As the founders of IP Expression, we realised that trying to close down counterfeiters is a largely manual task that consumes time and money so decided to change the approach to tackling this global problem. Firstly, we looked at how the products were being sold and then set about building a highly automated service to tackle and block the marketing and distribution of the counterfeit products. The IPEYE service uses original product design images as a reference to scan the internet for possible illicit marketing of similar products. The results are analysed and classified and based on their classification, the system begins an automated multipronged counter attack on the counterfeit distributors. Standard take down notices are sent and compliance with the request is monitored over a period of time. Where a distributor fails to respond appropriately to the notice the system begins submitting block and removal notices to market places, search engines and domain registrars to have the offending distributor removed. Basically, if you can’t find, you can’t buy it. With the speed of the internet, however, counterfeiters will quickly create other sites and distribute through those channels. The only way to counter this behaviour is to have an automated system that is constantly vigilant and quick to take down the counterfeiters. The IPEYE system runs 24/7 to protect IP owners’ brands against new threats of this nature.

Over €1.4bn is lost annually in counterfeit toys. Neil Davis is the CTO and founder of IP protection technology firm IPExpression. Davis has previously worked as a consultant for Microsoft Corporation, Accenture and as a strategist for Hewlett Packard.

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Opinion

Outfoxed: What could the Disney and 21st Century Fox deal mean for toys? By Ian Downes

The news announced in December that Disney has put forward a proposal to buy 21st Century Fox was a worldwide news story, but also a news story that caused ripples in the UK licensing market. For many in the licensing world, it was a further example of the ‘big getting bigger’ and there were concerns raised that a lot of attractive IP would be controlled by one IP owner. The implication being that it might become more expensive or difficult to access this IP. These concerns are genuine ones and have some merit. If the deal goes through, Disney will have an even more impressive roster of properties at its disposal. Although arguably, the 21st Century Fox deal is maybe more about adding TV distribution and less about adding more IP to its roster. From an IP point of view, the challenge that Disney faces is a similar one to its competitors, big or small. It is getting tougher to get traction at retail and to achieve consistent levels of sell through. Adding more IP to a portfolio is not necessarily going to improve things in regards to retail uptake. In certain categories the market is very crowded. Licensing PLC should be looking to open new routes to market and new ways of reaching consumers. In

toy terms this could mean developing ranges that suit specific parts of the retail market – be they discounters, garden centres or heritage outlets.. A further challenge is how to manage a portfolio from a licensee point of view and a demographic perspective – it is difficult not to compete with yourself and to avoid licensees overlapping. One way of addressing this issue it to go back to basics in licensing terms and look at what makes a property unique. There seems to be a growth in consumer demand for personalised and experiential products – the underlying trend firing this being that consumers like to be treated as individuals and buy accordingly. This is a reminder that licensed properties do provide toy companies with the opportunity to create product ranges that are very distinct. Organisations such as the Science Museum and the Natural History Museum have had success in licensing terms in the toy and games category by creating ranges in a focussed way with partners who have worked hard to create a distinct offering. Funko has tapped into the collectable market with a distinct offering with their Pop! Vinyl figures. There is further scope for toy companies to use licensing in a progressive way to make a difference in a category. A deal like this is probably a timely reminder that a good license, wherever you buy it from, always needs a good product to make the most of it.

A good license always needs a good product. Ian Downes is director of Start Licensing and boasts over 20 years experience in the licensing sector. Having worked with such headline brands as the Beano, Asterix and Aardman, to name a few, Downes is a leading voice in the industry.

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Opinion

BTHA Briefing: New Year Cheer By Rebecca Deeming

Let me start by wishing you all a very Happy New Year and prosperous 2018. I hope the Christmas break was a success for you but also gave some time for friends and family before we gear up for an extremely busy buying period at the trade shows over the next couple of months. With just over a week left until the opening of our Toy Fair at Olympia, London, the BTHA office is busy finalising details to ensure everything is in place for our 250 exhibiting companies. The team will be in the office until Friday, January 19th to answer any queries before heading on site. It should be another exciting show as we welcome back familiar faces as well as new companies and those looking to break into the industry in our Greenhouse Area. This year the Greenhouse Area has been extended by 80 square metres as the BTHA looks to continue to support new and innovative design and we also have our rebranded media showcase, Toy Fair’s Hero toys to look forward to on the first morning of the show. We’re looking forward to another great evening at the Toy Industry Awards 2017 on the evening of the first day of the show. The event held in the Apex Room at Olympia, is shaping up to be another fantastic

occasion as we celebrate a range of accolades from across the industry. With a year of creative, innovative and forward thinking toys behind us, with new products that pushed the boundaries of what a toy can be, this is sure to be an incredibly exciting night for all who can attend. Tickets are still available, so if you haven’t purchased yours yet, then please contact Matt@btha.co.uk for more details. Elsewhere this month, BTHA members have been invited by the Alliance for intellectual Property to a practical seminar with the Creative Industries Federation, to help businesses understand more about intellectual property and how to use it to grow a company. Over the past year, the BTHA has built a strong relationship with the Alliance for IP and gave evidence at an event they hosted in Parliament in December which examined what needs to be done to protect companies from counterfeiters and copycats. This year, we will also continue to put on a schedule of our own training seminars for members on a wide range of industry related topics including responsible marketing, counterfeit toys, connected toys and many more. As always, we hope to help members as much as possible this year with any of their queries, so don't hesitate to say hello. For more information about BTHA membership, please contact Tracey@btha.co.uk.

BTHA will continue to support innovative design this year. Rebecca Deeming is the public relations manager at the BTHA, an association that represents British toy manufacturers to raise standards of practice in the industry.

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Big interview

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Big interview

RICHES, RAGDOLLS

AND SAVING

BRITISH TV

Ragdoll Productions has been responsible for creating some of the best loved and most iconic children’s television programming in the UK, from Pob and Rosie and Jim to In the Night Garden and more. We talk to founder Anne Wood CBE about her mission to rescue the UK’s children’s television sector from oblivion.

nne Wood, the chief executive of Ragdoll Productions and creator of hits like In the Night Garden and Twirlywoos can’t remember exactly when it was that she founded the UK charity org, Save Kids Content Campaign. “It was somewhere between two and four years ago, but it feels like forever. Let’s say three years,” she laughs as we discuss the latest developments in the world of children’s TV over the phone. The latest, by the way, is that the UK government has pledged to invest a further £60 million into nurturing home-grown children’s television content across commercial broadcasters such as ITV, Channel 4 and Channel 5 among others. It has been seen as a means of encouraging commercial channels to compete with the BBC’s children’s programming and in turn battle the heavy influx of US-led animated productions found among the growing digital space. It’s also a huge win for the Save Kids Content Campaign, who has been lobbying for a greater recognition of the importance

of and current plight of UK made children’s programming among politicians, for as long as Wood’s memory serves.

The issue with UK made children’s television content is that it simply isn’t flourishing. Anne Wood, Ragdoll Productions From the days of Pob and Rosie and Jim, through the Moomins era, the introduction of the Teletubbies (now owned by DHX Media) and to contemporary day’s Abney and Teal and In the Night Garden, creating television for children has been Wood’s life’s work. It’s what earned her the CBE after her name and it’s what continues to drive her desire to see the UK’s children’s TV production industry return to the strength it once was. “It’s what Save Kids Content Campaign is all about,” continues Wood. “And this bit of funding is a ray of light that we are most January/February 2018 | toy news | 15

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Big interview

grateful to the Minister for Culture for, for shedding in an area of the UK’s creative industry that is in desperate need.” From within the parameters of the toy industry, it’s all too easy to overlook the struggles felt within the children’s television production sector. But suffice to say that in a market as driven by licensed merchandising as it is, British television is the lifeblood of the children’s entertainment sector. And according to Wood, it was only some 20 years ago – when TV was terrestrial and kids’ content was a priority upon the platform - that it was a booming place. “Now days, we feel like the last man standing at Ragdoll,” she says. “The issue with UK made children’s television content is that it simply isn’t flourishing. “A big part of this issue stems back to when ITV decided it was going to stop producing children’s programming, leaving those of us making and originating UK content with only one customer, the BBC. Nobody can run a business with only one customer so a lot of UK producers went away.” Much of the rest of the problem is down to funding, or as Wood explains, and the

tribulations that UK studios have to endure to get a hold of it, tasked as they are so often with funding productions themselves and only receiving payment (a maximum of 25 per cent of production costs, to boot) once the series production is completed. This itself is a key reason as to why the younger children’s television sector is extraneously linked with the toy industry

Income from toy deals has fallen by 50 per cent over the last year Anne Wood, Ragdoll Productions and has been for a vast number of years, allowing production companies the chance to fund their series through numerous toy and licensing deals. However, over the last year, that income was halved, leading to a serious cash flow problem that has all but signalled ‘the death of new, original content being produced in the UK.’ “It is thrilling for us to see that over time we have succeeded in bringing the government to an understanding between

politicians as to what the issue is,” continues Wood. “However, while we are deeply grateful to the culture secretary for making this money over to just children’s programming, no one has decided where this £60m will be going. “The worry that I have is that young children’s television is not seen to need it [the funding], because we have sourced our funding through putting together toy deals and merchandising deals an so on, because we were in the sweet spot of the young children’s market,” she explains. “I don’t object to that support because I have benefited over the years from quite a lot of it, as indeed have other producers. But what is highly dangerous and not necessarily true anymore is that we are being left to rely on those deals to fund work. “Income from that source has fallen by 50 per cent over the last year, so, even if we wanted to get our money from there – which we don’t feel we should have to, although we are grateful for what we do get – it isn’t there anymore, even that avenue is closing down to us. “Therefore, to have this money acknowledged because politicians have

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understood the cultural importance of UK’s children’s television is a big boost.” What the money does mean is that through its political lobbying, Save Kids Content Campaign – an organisation founded by Wood, but one that includes the work of PACT - has succeeded in having an amendment put on the Digital Broadcasting Bill. This amendment is devised to increase the pressure on Ofcom by the government to ensure that independent and commercial broadcasters look at funding UK kids’ content. But why is has this become a topic for discussion? And even more so, why is it the toy industry’s problem? After all, the industry knows its perennial favourites, and has enjoyed quite the success with them over the years. “You can’t fault the BBC, they do their best with what they have got, and if they weren’t there, we wouldn’t have anything,” explains Wood. “But they do repeat a lot of programmes with a useful backlog of programmes, some of which are my own creations including In the Night Garden, Abney and Teal and Twirlywoos. So it does some very good work on CBBC , but

of course, of the money that is allowed to the BBC, the older kids get far more of the budget than the younger children do. “There’s probably a feeling that you can repeat more on the younger children’s space. But what they fail to see is that at some point it is going to come to an end, and the position we are in at the moment is that it is hard to see other programmes coming through.

In today’s television, if something is not an instant hit, it’s not given time to grow Anne Wood, Ragdoll Productions

“What’s more is that nobody is dishing out the £40m it cost to make In the Night Garden anymore, even a less complex series costs £7m. And then you have to make so many of them in order to have the presence on the screen that allows merchandising to happen to support you in making the programme in the first place. It’s a vicious circle.”

A circle, yes, but how vicious need it become? Surely, an increased output in UK children’s content is mutually beneficial for both the production and toy industries? “At least, it would be,” says Wood, “if the retailers, manufacturers, etc. weren’t so adverse to taking the risk. The whole thing is about people not being able to take a risk or being too scared. What we are seeing in today’s television is that if something is not an instant hit, it’s not given time to grow. “Of course, often children’s programmes need that time to bed in before they can become a success in merchandising. So what we really need is the broadcast platforms to take that chance on programming, give it time to find its audience and then, we hope to see a revival of home-grown children’s TV content and its wider cultural impact.” What the next step will be remains to be seen, and until it is detailed how the £60m in government funding will be spent, all parties can only wait. But rest assured, Wood has promised to keep applying pressure to the right points And when Wood makes a promise, something tells us that she keeps it. January/February 2018 | toy news | 17

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Disney & Flair

DISNEY’S GOT FLAIR

As Disney releases two new properties this year in Vampirina and Puppy Dog Pals, the House of Mouse taps Flair to handle its upcoming master toy lines. Disney’s Mike Stagg and Flair’s Simon Hedge discuss what could just be the most successful series launch since Doc McStuffins January/February 2018 | toy news | 19

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Disney & Flair

Mike Stagg, SVP and general manager, The Walt Disney Company

Can you talk us through the new properties launching from Disney, Vampirina and Puppy Dog Pals? Mike Stagg, SVP and general manager, The Walt Disney Company: Disney Junior is our preschool TV channel (combined with an app and YouTube channel) that invites parents to join their child in the Disney experience of magical, musical and heartfelt stories and characters. While we love to tell the classical stories, we also want younger generations to create emotional connections with new personalities, so fresh shows are a really exciting time in our business. Vampirina premiered on October 11th last year and is now the number one rated show reaching 1.6m individuals aged four and upwards in the first six weeks. We are absolutely delighted with the show and how warmly it has been received by our younger audiences. It follows a vampire family that moves from Transylvania to Pennsylvania and is centred around Vee settling into her new surroundings. We have created, together with our master toy licensee, a wealth of products that tap into the play patterns of the show including play sets, vehicles, figures, dolls and dress up outfits.

Meanwhile, Puppy Dog Pals is set to premiere in the UK on January 22nd and in the US following its launch we have seen audiences grow to love the series and its characters.

"Vampirina and Puppy Dog Pals are priority launches for Disney, with toys to match." Mike Stagg, Disney With over 30 million views on both Disney Junior’s app and YouTube platforms, we are expecting the UK to mirror the success of North America. Moreover, the series has been streamed over 14 million times on Disney Junior’s Video on Demand service. With some amazing products available from toys to apparel, featuring the new pooches, we can’t wait to get products in to UK homes when it launches AW18.

Simon Hedge, managing director, Flair/Just Play: Vampirina is our spring launch and it is a great collection of dolls, play-sets and plush lines. There’s Bat-tastic Talking Vee and Friends which is packed

Simon Hedge, managing director, Flair/Just Play

with features, including light-up wings and a fun flying mode with sound effects plus a Glowtastic Friends Play-set that, when placed in the lights and sounds chamber, Vampirina glows from the inside out. Key to the collection is also a range of role play items including the Spookylele. Puppy Dog Pals is a later launch and will be available from late July. We know that fans of the main characters, Bingo and Rolly are going to love this collection of figures, play-sets and plush.

How big will these new properties be for Disney and how will this translate to their retail operations? Stagg: Vampirina and PDP are priority launches for The Walt Disney Company and, as such, will receive support across all our media platforms connecting with our target audiences. Our toy ranges allow fans of the shows the opportunity to extend the story away from the screen and in their own imaginations. The Disney Store launched an exclusive product range for Vampirina on Boxing Day with a fantastic selection of products across plush, costumes, collectables and interactive toys. Vampirina sales in the last week have already gone beyond our

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Disney & Flair

expectations which is a brilliant start. So far, our young fans are clearly keen to imitate Vee as the dress up costumes are the best seller, with the interactive toys like the singing doll and the microphone also selling well. In addition to The Disney Store in February, we will be launching a range of products for Vampirina across UK retailers, on line, specialists and grocers, with our master toy partner Flair, and given the success of the show to date, we are confident that this will be our most successful Disney Junior launch since Doc McStuffins. We know consumers were searching online to find out what and where products are available so we brought forward our pre-sell date to Boxing Day. You will see more of our exciting product line-up at the London Toy fair on the GP

Flair/Just Play stand. This property brings something new to the pre-school sector and to our portfolio. We are confident that this event will mark the start of a great love of the toys from both shows.

"We've always had a great relationship with Disney. This year feels stronger than ever." Simon Hedge, Flair/Just Play

What are your expectations for the two in the toy space and what initiatives have you got planned to support the toy ranges?

Stagg: We have a heavy weight marketing campaign across TV, digital, social and PR which aims to spread the message to kids and their parents, by serving up teaser trailers, sneak peaks and countdowns. In particular, we are really focussed on digital as it really drives our consumers to view and interact. The Disney Junior Play app has been installed over 20 million times and is the number one pre-school gaming app across EMEA through 2016/17. Our YouTube views have been boosted enormously by the introduction of short form content branded Magical Moments. To date, we have had over 40 million views of this content in the UK and are just about to launch over 100 new episodes. January/February 2018 | toy news | 21

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Disney & Flair

Hedge: Vampirina will be supported across all platforms, we have TV advertising for the core items, plus a full digital campaign with Tiny Pop and kids press activity. Plus, of course, influential mums will ensure word of mouth is spread. The launch of Puppy Dog Pals will be equally as strong. We have always enjoyed a great relationship with Disney but this year, with two master toy launches, the collaboration feels stronger than ever. We are really looking forward to partnering with Disney to bring these two very strong properties to the marketplace.

What are your expectations for the two, have they got potential to become evergreen properties? Stagg: No one can tell what makes an evergreen property, but we think both offer something fresh for pre-school. Vampirina is quirky, full of heart and catchy songs. Through our product development we have captured all of that and the main themes from ‘show to shelf’, while offering a great mix of plush, play sets and dolls so that everyone can have a slice of Vee in their life. Puppy Dog Pals will be launching later this year, new to Disney Junior, and follows the adventures of two pug puppy brothers,

Bingo and Rolly., who set off on missions around the world. This is set to be an instant hit in the UK, both on our screens and also with its product ranges. We have converted the cutest pugs into soft toys in both feature and basic plush and also developed some great action play-set lines and mini collectables. We know that once people fall for the characters on screen, they will be inspired to look after their own pups at home.

Hedge: The reaction to Vampirina has been very strong and we are already seeing

"No one knows what makes an evergreen, but both series offer something very new." Mike Stagg, Disney some great results from the US market. We have excellent coverage across retail for the launch later this month. With Puppy Dog Pals, our autumn previews have gone really well, but of course, Toy Fair will be the first time the range is seen in its entirety. Sheer quality and play value, something that comes with all of our Just Play products, plus truth to the property will

make these toy ranges stand out this year. This is something that the Just Play developers do really well and they are committed to bringing the show to the shelf with all of their products.

How was 2017 for Disney overall, what are the big plans for the firm moving into the New Year? Stagg: We are delighted that Star Wars remained the number one toy property by the end of November. Similarly, Disney Princess has shown very strong momentum and has been featuring in the top ten NPD total toy market. Cars 3 zoomed to the top of NPD following its summer release and continues to perform well as one of our most loved evergreen brands. As we move into the New Year we are extremely excited about our plans for the Marvel franchise with four movies and an abundance of TV and digital content we expect sales of Marvel merchandise to explode as a result. For summer 2018, The Incredibles 2 movie will be the stand out family release of the summer, where the family return to save the day, while juggling family life as well as superpowers. Our product range with Jakks as our master toy licensee is nothing short of ‘incredible’. We expect this to be the big news of summer 2018.

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Books & toys

FROM PAGE TO STAGE

There is nothing that can capture the imagination of a youngster quite like a good book, but how well do literary works translate to the toy space? Jack Ridsdale explore how some of the biggest names in childrenâ&#x20AC;&#x2122;s lit have leapt from the page onto the toy shelf

n the early â&#x20AC;&#x2DC;90s an aspiring author received rejection after rejection letter for her curious tale of a boy wizard. Some twenty years later the Wizarding World of Harry Potter is the biggest entertainment franchise in the world. For a generation of youngsters, this literary phenomenon was their Star Wars, a sweeping world of fantasy that captured the imagination of millions. And all of it sprang from the pages of a scrappy novel penned by a first-time author. When it comes to the toy industry, literary names have always occupied a niche in the market, albeit with the biggest names coming from the titles that have found success in Hollywood. With the licensed space being dominated by these larger multimedia franchises, how difficult could it be for literary works to make the leap from publishing to toys?

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Books & toys

One heritage name that holds massive sway in the licensing space is Moomins. Born from the imagination of Finnish illustrator Tove Jansson, Moomins captured the hearts of kids and adults alike from the debut of the first Moomins book, The Moomins and the Great Flood in 1945. We caught up with Gustav Melin of Bulls Licensing, the global licensing agency for Moomins, who is currently developing several new licensing initiatives for the venerable brand. “At its heart of Moomins’ lasting appeal is the stories and artwork created by acclaimed Finnish artist Tove Jansson, which date back to 1945,” says Melin, explaining the longevity of the brand. “A hugely talented author and illustrator,

Themes of family, love and adventure run through these stories Gustav Melin, Bulls Licensing Tove created a magical world inhabited by characters which are at the same time fantastical and highly relatable, and which appeal to fans young and old. Universal themes of family, love, friendship, tolerance, respect and adventure run through the stories, and are as relevant and

important in today’s world as they were when the stories were first written.” Moomins had a strong presence at BLE, celebrating the success of the brand and celebrating the imminent launch of the star-studded new television series Moominvalley. The new series will no doubt spark the nostalgia of those who are old enough to remember the 1990s Japanese/Finnish/Dutch co-production that brought the adorably cuddly creatures to the mainstream. In many ways, this first exposure to television was the springboard that allowed Moomins to secure their place in culture outside of its native Finland, which then gave way to news licensing opportunities including a strong focus on plush toys.

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Books & toys

“There was a wide range of licensing prior to the first animation – although of course it gave a big boost to the licensing programme,” continues Melin. “We are hugely excited for the new animation, coming in late 2018, as it will bring Moomin to our screens in a way never seen before thanks to an innovation 2D/3D hybrid technique. The artwork that has already been created is very magical, and we can’t wait to see the new products our licensees are going to design to tie in with this new telling of the Moomin stories.” Elsewhere, blazing the trail for literature in the toys space is Roald Dahl Literary Estate, keeping the spirit of the legendary British storyteller alive in the hearts and minds of youngsters.

While Dahl’s characters have had their dalliance with Hollywood, the latest toy line, born from a partnership with Fiesta Crafts, is steeped firmly in the author’s organic roots, drawing from the evocative illustrations of Quentin Blake. The simple and charming art style remains an image of warm nostalgia for those who grew up with the novels, and an instantly accessible point of recognition for newcomers. “The characters in Roald Dahl’s books are both timelessly relatable, and inspirational,” explains Stephanie Griggs, licensing and design director at Roald Dahl Literary Estate. “Blake’s designs hold character originality that just doesn’t date. Roald Dahl’s words ignite our imagination from a young age, and that remains

throughout adulthood… and possibly with it, an undying secret ambition that we too, might one day inherit a chocolate factory!” The line of hand puppets from Fiesta Crafts superbly captures the spirit of Dahl’s characters and the playful personality of Blake’s drawings. “The reception so far has been fantastic, but Toy Fair is the key presentation to retail – and we’re so excited to get reactions,” enthuses Griggs. “Fiesta have done such a great job, and as a range it answers everything that we look for in a product line – quality, fun, and a true reflection of the story.” The licensing push for Roald Dahl, doesn’t stop there. 2018 holds a lot more for the brand in toys and games. January/February 2018 | toy news | 29

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Books & toys

“2018 is looking to be a fantastic year of launches for us in the toy space; Paul Lamond will launch a brand-new range of games and puzzles at Toy Fair, Smiffy’s an extensive range of dress up costumes, Winning Moves a Roald Dahl Monopoly, Fiesta Crafts a finger and hand puppet range, Rainbow Designs have new plush lines, and a new James and the Giant Peach Bug Exploring Kit will be coming in Summer,” details Griggs. So it would seem a strong visual element to the storytelling is key for a franchise transitioning from publishing to toys and certainly the talent behind Marvel comics, Valiant (who recently signed a significant licensing deal with Rocket Licensing) and the weird and wonderful of Japanese manga would agree. Another vintage brand with a strong visual brand is Mr Men and Little Miss, a

These books are timelessly relatable, and inspirational. Stephanie Griggs children’s book franchise that has recently spun out into a diverse and vibrant licensing offering, thanks to its timeless stories and imagery. “Having started as a publishing brand in 1971, Mr Men Little Miss has sold over 250 million books to date and continues to be one of the top performing kids’ book brands year on year,” says Alastair McHarrie, licensing director of Sanrio. “Whilst we always revert back to the DNA of the brand which is publishing, we have

grown into many other exciting categories over the decades.” “Due to the heritage of the brand our consumers span from baby all the way through to grandparents,” continues McHarrie, “which has allowed us to broaden our products from baby products such as the wooden Jumini toys all the way through to adult gifting with mugs and our new range of parody books for grown ups. “ Mr Men and Little Miss has also been boosted by the firm remaining relevant with the introduction of new characters that keep the franchise on trend and appealing to today’s audience. “We also have the ability to launch new Mr Men Little Misses that are relevant to today, such as our latest addition Little Miss Inventor which has received a rapturous reception and fits with current topics such as STEM and will allow us to expand further into the toy aisle.” The Mr Men line from Inside Out Toys has been the main focus of the brand’s licensing push this year, bringing the iconic characters to toybox, with the trademark wit and charm of this timeless brand. “Our range of beautiful Jumini wooden toys has grown enormously since last year and we are now excited to launch the Mr Men and Little Miss collection,” remarked Julian Garner, MD of the toy firm. “Mr Men is a classic brand, loved by generations and the basic shapes and bright colours epitomised in the books will now feature in a gorgeous selection of wooden toys. We think the retro style toys will strike a chord with parents and grandparents alike!” But outside of these marquee franchises, the world of publishing still remains relatively untapped by licensees, at least when compared with the world of Hollywood and television. However, this tide may be turning. “I think more and more, Licensees and retailers are starting to realise the positive benefits of investing in publishing-led properties, particularly, around key retail moments, such as World Book Day,” details Stephanie Griggs. “In a world where screen time is becoming more and more of a daily norm, retailers are addressing the need to contribute to literacy development in the children’s market, and the opportunities it brings – and are working to grow it. This in turn is growing the market as a whole.”

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BRICKLIVE oﬀers truly interactive experiences and features some of the most popular themes from the wider LEGO® universe. For 2018, we are continuing to deliver high quality, interactive experiences for families and LEGO® fans of all ages. For more information on exhibiting & sponsorship opportunities please email: salesenquiries@multiplayevents.com

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LEGO & Messenger

BRICK BY CLICK

The LEGO Group and Facebook Messenger have joined forces to deliver a new platform to engage with consumers. Robert Hutchins talks to LEGOâ&#x20AC;&#x2122;s James Poulter and Eric Oldrin, head of emerging platforms at Facebook Creative Shop about why toys should be embracing Messenger

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LEGO & Messenger

t was towards the end of last year that LEGO teamed with the boffins at Facebook Creative Shop to launch a new consumer concept designed to ease the stresses of Christmas shopping. The initiative was called Ralph, a friendly ChatBot service that LEGO shoppers could engage with on a personal shopping experience through the Facebook Messenger app. It’s a simple enough concept, shoppers using the Messenger app can engage in an AI powered conversation with the ChatBot character, who is ready to answer questions and provide suggestions for presents during the busiest time of the year. Ralph will then take consumers through every stage of the transaction, stopping short of payment. In doing so, LEGO has broken new ground in the toy space, becoming among the first in the industry to utilise Messenger in such a way, opening new channels for customer and LEGO fan engagement and open conversation between shoppers and the toy brand in an altogether new way. Ralph, a friendly LEGO robot, provides the Messenger app user with a series of questions and prompts in order to discover the information needed to be able to provide a list of LEGO build suggestions. Designed to bring an in-store experience to a user’s mobile phone, the conversation flows smoothly and the interaction is littered with jokes and robot anecdotes. The initiative – effective in its simplicity – works on two levels. Not only does Ralph help shoppers engage with the LEGO brand, putting a face to a conversation with a big international corporation, but it also provides product suggestions, driving consumers to spending with the toy brand. “We filter out a lot of the choice problems with a navigational website,” James Poulter at LEGO, tells ToyNews. “You have the ability to think about how much you want to spend and what kind of thing your kid might be interested in. When people are buying, we make sure they are buying things that are appropriate for the kind of builder they are.” But let’s take a step back for a second. It was in the later months of 2017 that LEGO made a shock announcement regarding the scale of its international operations. This is a company that declared having been hit by weaker demand in markets such as the US and parts of Europe, it was to cut 1,400 jobs.

We make sure they are buying things that are appropriate for the kind of builder they are James Poulter, The LEGO Group According to the firm’s chairman, Jorgen Vig Knudstrop, LEGO’s growth was being stunted by its complexity within the organisation and that the ‘reset button was being pressed to turn business back around.’ Shortly after, the company announced the closure of its toys-to-life venture, LEGO Dimensions, so whether that complexity lay in the company’s executive structure or within its approach to out sourcing or licensing is not clear. One thing

that is, however, is that LEGO has certainly put the effort – and investment - back in to meeting the consumer where they are at the moment, and that space is digital. “Bots are still in their early stages and this is very much an experiment to see how we can cater to consumers in a different place and where they are spending a lot of time, and the trend towards peer to peer messaging apps such as Messenger away from just being in Facebook newsfeeds is something that we are seeing,” said Poulter. “Our approach to these platforms is that we do things on a small, testable scale. If it performs well, it is absolutely something we would love to invest in and scale out.” When it comes to the topic of machine learning and artificial intelligence being utilised in the consumer space, it is no surprise that the Western Market finds itself

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LEGO & Messenger

To date, much of Messenger’s experiential work has been via the entertainment sector. It recently launched an award-winning concept bringing androids from Channel 4’s Humans to life through the platform and even launched creative for The Muppets’ Miss Piggy. “So, you can imagine that in the toy industry, where things are character or gaming orientated, we can help fuel that imagination that people experience with toy brands.” But just how aware is the toy industry of the potential that messaging platforms like Messenger hold for fuelling conversations between brands and consumers?

The toy industry and tech are driven by creativity, innovation and imagination Eric Oldrin,

Facebook Creative Shop

behind the likes of Japan and China, where Line and Wooka have been employing bots to take consumers through the transactional process for a number of years. But this is a technology that the developers of today strongly believe the Western Market, and within that sphere, its toy industry, should be excited about. “Messenger has been a part of business for a while now,” says Eric Oldrin at Facebook. “There are 1.3bn people within Messenger today, a lot who run small or larger businesses that are communicating with customers through this channel. “There are a lot of places through the customer journey where businesses, particularly toy businesses, can plug in. We can do a lot of fun things with the platform to bring characters and brands to life. We have created some very imaginative experiences.”

“It is growing,” continues Oldrin, “especially when we have great partners like LEGO being lighthouse examples. We are hearing some really great stories and, thanks to other platforms like Kickstarter, this isn’t something that is purely reserved for the LEGOs, Hasbros or Marvels of this world.” For example, it was through a series of Facebook and YouTube videos that one-time start up company, GoldieBlox built its consumer engagement. The brand has since rocketed to tremendous heights under the guidance of CEO and founder, Debbie Sterling, who even recently sat on a panel at Fortune’s Most Powerful Women. “We have spent a lot of time talking to toy companies, big names down to the start-ups, through Facebook Creative Shop, and I am excited to see a lot more toy companies emerge on the Messenger platform. “I saw a recent interview with the CEO of Build A Bear, who said that the toy industry as a whole is seeing challenges, but they believe in its creativity. The toy industry, light entertainment and tech are all driven by creativity, innovation and imagination. That centre of gravity here is what drives the most beautiful experiences for customers."

While much discussion centres around the creativity that platforms like Messenger allow toy brands to explore, the practicality of Artificial intelligence and machine learning is the added benefit that shouldn’t be ignored. “The ChatBot is a very discrete example of the ability to learn in real time what our customers are wanting,” explains Poulter. “I can now get a very good idea of the kind of types people are interested in, what themes, how much money they are spending. Getting all of that information in real time and turning that around so that we can broadcast that back to them is going to change a lot of the industry.” Poulter proffers a vision of the future that would divide many. However, it can not be denied that analysing consumer data in real time would make for a more personalised, effective marketing solution. “The potential for systematically analysing data and applying AI to make decisions about what firms do in terms of stock ordering and campaigns will be realised for the first time in the next 18 to 24 months,” continues Poulter. “36 months plus, that will become a mainstay of the industry where AI and machine learning is at the core of making these kind of decisions. Building new digital consumer experiences that are built upon machine learning and a deep understanding of our customer means that what we offer them is better every single time.” It’s why Poulter is keeping a close eye on AI, while the Digital Consumer Engagement team will continue to look at how it can be employed to further enhance consumers’ experiences with the LEGO brand. “As you look forward over the next year, there are interesting areas that maybe audio and voice assistance and conversational instigators in the home will play. These are things that are coming down the line from LEGO, and it my job to keep looking at new technologies and seeing their potential in making consumers’ experience with LEGO all the more enjoyable.” What this means for the retailers, no one can tell yet. Will stores be able to engage with customers on the level that the likes of Messenger offers? One thing is certain however, that the surface of what Facebook can bring to the toy industry is only starting to be scratched. January/February 2018 | toy news | 35

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Giraffe Insights

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AD Giraffe Insights

VANTAGE

POINT

The world of marketing is changing and the ability to see into the distance is an industry must. Maxine Fox, managing director at Giraffe Insights tells ToyNews how it is gaining a fresh perspective of the consumers of tomorrow

hen it comes to marketing to a new generation of children, young people and families, this is an industry that recognises better than most its obligation to market in a way that is responsible, informed and takes the long view on behalf of the consumers of today and tomorrow. It’s an industry that is constantly making decisions that affect the memories, behaviours and buying habits that could stick with this generation for a lifetime. In order to make those fundamental decisions, the company formerly known as iGen Insight decided it was time to put its head above the parapet, providing research and consultancy that would help

brands take the higher ground and remain competitive in a challenging environment. And what inhabits a higher ground in a challenging space, and can see further and wider, better than the giraffe? “As a company, we have developed iGen’s offering substantially across sectors and internationally, which makes it the right time for us to reassess our offer and our identity,” Maxine Fox, MD at Giraffe Insights tells ToyNews. “We are very proud of our association with our sister company Generation Media (still the UK’s number one buying shop for kids’ brands and services) but we want to be seen even more as a separate entity so that we can work with the widest range of client and agency partners. January/February 2018 | toy news | 37

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Giraffe Insights

“This will mean that we will be able to share our research more widely and consult on areas we may not have done previously.” To reflect its evolution into establishing a business proposition entirely of its own, the new company will be operating under the moniker, Giraffe Insights. Fox continues: “We believe this shift in our brand encapsulates everything we think research should be about: looking at the bigger picture, seeing situations from a different standpoint to everybody else, and differentiating the many brands from the rest of the herd.” A ripe time for new insight It’s no secret that we are living in a time of ongoing market uncertainty, resulting from Brexit and other macro-economic factors. Companies increasingly need the assurance that budgets are being spent in the right areas, that strategies are informed rather than predicted and that every penny is spent where it has the potential to have the most impact. “In order to do this, a business strategy for any brand whether it be in toys, retail, food and drink or entertainment and media, has to be underpinned by solid research for it to have an impact on the bottom line," says Fox. “When it comes to effectively evaluating audiences though, the behaviours of children and young people has always been tough to understand due to the challenge of extracting insightful data. As a result, this market is often hugely undervalued. “Despite the intricacies and the perceived red tape involved, brands do need to remember that this generation of young people are our future consumers and that understanding their behaviours and attitudes now can inform strategies for the future,” she adds. One area that has been particularly challenging to keep up with and measure is how kids are consuming content, with the diversity of platforms and devices now available to them. “In order to address this challenge, at the end of last year, we launched ‘Kids and the Screen: Changing the Channel,’ a revolutionary study that looks to answer the question, what is the complete picture of kids aged two to nine years’ video consumption?”

Dean Weller, CEO (Pictured left) Maxine Fox, MD ( Pictured right)

To answer this, Giraffe Insight will be capturing real-time viewing behaviour among 1,600 UK-based two to nine year olds, whether it’s a 20-minute show they watch live on the TV, a four-minute YouTube clip, or a two-hour film on Netflix, it will all be recorded within the research. Fox explains: “By working directly with families to gather data on children’s media

"Our brand shift reflects everything research should be about: the bigger picture, new standpoints and differentiating the brands in the herd." Maxine Fox, Giraffe Insights consumption, we have been able to get insight into how content is integrated into their daily lives, looking at not only what content is being watched, but also looking at how much of it is mutual viewing and at this young age, what impact is the second screen having.”

Introducing the ‘Youth Squads’ In 2017, the firm carried out some widereaching research into young people’s behaviours, in collaboration with DC Thomson Media, titled ‘Youth Squads.’ The research looked at the cohort of young people between the ages of seven to 14 in order to provide a better understanding of the different groups that exist within the age range and just what makes them tick. “Giraffe Insights initially identified the different characteristics of this age group through digital diaries and depth interviews, which was then followed by working with Kantar and the Youth TGi survey, in order to size the Squads within the market and quantify their attitudes and behaviours. Fox continues: “By looking at a number of factors, including the influence of family and friends in addition to external factors such as gaming, social media and device usage, young people could be split into ‘Squads’. Each of these ‘Squads’ has different behavioural characteristics, which will in turn affect how they engage. “For example, the Mischievous Mummy’s Boys still consume a lot of TV, choosing to most often watch funny cartoons live on

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Giraffe Insights

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the TV channel. These boys are extremely character driven and once they have fallen in love with a character they take it with them wherever they go, whether that be the toys they play with or the design of their bed sheets. “The world in which young people live is constantly evolving and that means so too are the influences in their world and as a result the Squads are regularly updated to ensure they accurately reflect current consumer behaviour.”

Future gazing For brands looking to target one of the hardest-to-reach demographics, finding the right kind of insight that can help provide real business consultancy and help answer all of those objectives is vital. “It’s not as easy as looking at what your own kids are up to for instance, or hypothesising around what content kids might be accessing in what formats, or even which products will create a buzz. The generations are evolving, and if we

don’t keep up, we’re gong to lose sight of their needs and wants now and in the future as they grow into the next generation of consumers. “Getting that longer-term view is vital for brands who want to stay ahead of the game when it comes to understanding their market. And for that, Giraffe Insights is here to stretch its neck above the canopy on your behalf, and ensure you stay head and shoulders above the competition,” concludes Fox. January/February 2018 | toy news | 39

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RECRUITING & RETAINING TOP TALENT By Andrew Dobbie

Most of our executive search assignments result from the resignation of an executive who then needs to be replaced. To this extent one can conclude that many recruitments are the consequence of failure. The failure to retain valued managers. Given that executive search can cost a significant proportion of annual salary, it is clearly worthwhile to give some attention to the issue of how to retain key managers. One of the most common reasons for resignation is that employers fail to keep salaries in line with market forces or with the realistic career progression of the manager. If a candidate is in a secure position, we normally recommend an offer to be 20% over current income, in order to make worthwhile to the candidate the disruption and the risk attendant upon change of company. For the client this uplift can also provide a defence against a successful counter-offer from the current employer. The success of counter-offers is unpredictable of course. We had a candidate who was offered a 40% rise to stay with his employer. He rejected it because as he said “If you now think I am worth 40% more then you have been under-paying me for years, and I respectfully decline your offer”(or words to that effect!) If you have someone who earns £30,000 a year at age 25 and is expected to rise through the ranks to be worth £80,000 at age 40, then you need to increase salary by 7% a year to stay on track. If you hire someone and fail significantly to keep track with realistic expectations, the likelihood is that the manager will resign within four years, even if he or she is otherwise happy in the job. The cost of replacing a manager can be as much as the cost of regular increases over several years, not to mention the cost of disruption to your business and also the significant risk of failure associated with any new recruit. As so often in business, you need to think not of the cost of a course of action, but of the opportunity cost. How much will it cost me if we don’t keep salaries on track? Clearly for many employees, salary is the single most important measure of their contentment in the job. However some personalities are motivated more by praise and recommendation, which cost nothing. There are people who will go through hellfire for their boss if lauded for their achievements and commitment. The praise has to be carefully targeted and sincere, and unlikely to be appropriate for key account salespeople, who are usually so money oriented that such praise will prompt an immediate request for a salary rise!

PITFALLS IN RECRUITING Every manager considers him- or herself to be outstanding at evaluating candidates in interview (Just as all drivers consider themselves to be ‘above average’.) Interviewing may be the best selection tool we have, but it is still not very good. Candidates can come across superbly in interview but be hopeless in the job. Reference checking is vital, not to be done as a formality, and it needs to be rigorous, to the extent that referees are pushed so much that they refuse to answer some questions or feel very uncomfortable about it. We have had candidates who went through many hours of interviews with successive interviewers, backed by reference checks which failed to reveal that the candidate could not be trusted with female colleagues. Due diligence on another candidate failed to reveal he had an explosive temper when under stress. One of the reasons why interviewing can be flawed is that the candidate’s demonstrable enthusiasm for the job is often misleading. The most enthusiastic candidates are frequently those who are desperate for the job,not those who best match the client’s needs. A candidate who best matches the specification for the job will usually have a sober approach to an interview because they know they can do the job and because they have many job options. They will interrogate the client as much as the client interrogates them. Human nature being what it is, this doesn’t go down so well as the candidate who shows unalloyed joy at the prospect of working for the company. However much we believe in our objectivity, we all find it difficult to separate our emotional reactions to a candidate from the rational evaluation of the candidate’s match of experience and capability to the specification for the position. If readers have concerns they wish to share regarding recruitment, we would be pleased to hear from you for an informal and confidential discussion or to offer our advice. Andrew Dobbie, Gameplan Europe Ltd andrew@gameplaneurope.com - tel: +44 1442 870100

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30 under 30

The ToyNews 30 under 30, in association with Gameplan Europe, is back, giving us the chance to shine a spotlight on the youth of the industry and celebrate the rising stars of the toy landscape. Read on to discover this yearâ&#x20AC;&#x2122;s picking of the innovators, creators and industry leaders of tomorrow

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xxxxxxx

Fade Alawaye

Luis Allen

Age: 26 Job title: Head of Ad Operations Company: SuperAwesome

Age: 25 Job title: Event & Brand Manager Company: Viral Talent

Having joined SuperAwesome from RadiumOne, Alawaye has rapidly become one of the most critical members of SuperAwesome’s global operations team. After seeing the marketplace grow by 500 per cent in size over the past 12 months, Alawaye has become one of the industry’s leading experts in child-safe advertising, deployment and operations. She is a very popular member of the SuperAwesome team, and described as an asset to the business and its future as SuperAwesome continues to pick up steam.

Allen may only have been working at Viral Talent for 12 months, but already he has made an impact in his role as Event & Brand Manager. Allen has been championed for his great rapport with toy brand clients and enjoys recommending and matching the right KidFluencer to complement each brand’s social media marketing campaigns to ensure results. Allen is an enthusiastic individual, however, due to his passion for music since a young age, he has decided he can dominate and control the office radio station, too.

Grace Astin

Matt Bishop

Age: 26 Job title: Sales Account Manager Company: Zimpli Kids

Age: 24 Job title: Broad Market Sales Manager Company: Asmodee UK

Astin joined Zimpli Kids in late 2016 and had to work hard to build her portfolio of customers from scratch to where it sits now. Along the way, Astin proved herself to be dedicated in forging new relationships and has consistently given great service to keep the firm's customers on board. 'Zimpli Kids UK sales have increased massively over the past year,' said one colleague, 'and a substantial percentage of this is all down to the hard work of this rising star.'

Over the course of his four years at the company, Bishop has become an integral member of the Asmodee UK sales team and a favourite among his customers. Playing the lead role on key independent accounts such as Toymaster, Bishop has been promoted to the role of Broad Market Sales Manager, where he now looks after the telesales team’s dealings with UK indie toy and gift customers. Bishop’s work ethic is described as a are a real asset to the firm.

Anna Birchall

Christina Braiser

Age: 23 Job title: Head of Publisher Development Company: SuperAwesome

Age: 26 Job title: National Accounts Manager Company: Asmodee UK

Since joining the SuperAwesome Publisher Marketplace team in 2015, Birchall has quickly risen to take a lead role in developing the biggest kid-safe content platform in the world. Birchall has been key in rolling out new technical initiatives and kid-safe standards for mobile and desktop publishers as they adapt to the new data privacy laws for kids which are being rapidly expanded around the world. And she takes it all in her stride, too.

Braiser has been working at Asmodee UK for four years and has grown from sales support to fully-fledged National Accounts Manager. She now manages her own team as well as various national accounts, including both Smyths Toys and Asda. She has been described as a great asset to the team and works closely with licensors including Pokémon. She as learned the FSDU process inside out, with her strong eye for detail and work ethic.

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Will Burton

Emily Charles

Age: 24 Job title: Amazon Account Executive Company: Asmodee UK

Age: 26 Job title: Product Development Manager Company: Gibsons

Burton joined Asmodee UK just under three years ago, starting in Sales Support and working his way up to Amazon Account Executive. Burton is now singlehandedly responsible for dealing with one of the firm’s largest accounts. Amazon is one of the most important retailers for the whole group globally and Burton has been steadfast in growing the account year-on-year. He has also been described as a natural problem solver and hard worker.

With years of licensing and product development under her belt, Charles joined Gibsons at the age of 26 in the newly created role of Product Development Manager. Quickly she became part of the team and the culture at Gibsons, working with licenses and game inventors to bring in new licensed puzzles such as Rubik’s and helped relaunch some of the firm’s heritage games. She can be both creative and organised and has been described as a 'huge asset to the Gibsons team'.

Harmony Coy

Jessica Cook

Age: 20 Job title: Marketing and Social Media Executive Company: Zimpli Kids

Age: 29 Job title: Freelance PR, social media and content writer

Coy has only been working at Zimpli Kids for just under 12 months but in this time has proved what a key member of the marketing team she is. Starting out as a social media apprentice, Coy is now managing numerous Zimpli Kids Twitter and Facebook accounts, resulting in a significant increase in the firm’s social media engagement. If you're among the millions to have caught sight of Zimpli Kids' social media presence, you'll know her work only too well.

Shortlisted for the ToyNews PR and Comms Woman of the Year 2016 awards, Cook went freelance in October 2017, offering PR, social media and content services to the toy and licensing industry. Her most recent projects include the children’s illustrator Jane Foster, the toy shop My Small World and the Funimals children’s bookshelves. Cook spent three years at Highlight PR on brands like Sylvanian Families, Miffy, Aquabeads and Tiny Pop. She is certainly one to watch in the toy industry PR sphere.

Kate Devlin

Ana Dukakis

Age: 28 Job title: Director of Operations and Culture Company: SuperAwesome

Age: 22 Job title: Community Manager Company: Sensible Object

Joining from a background in event management, Devlin is now responsible for managing SuperAwesome’s global network of offices, from London to New York and LA to Chicago, as well as its customer events in London and New York. Devlin was recently promoted to Director level and is deeply involved in growing and maintaining the company’s culture across what is now the fastest-growing digital kids' start-up in the world.

Dukakis is Commuity Manager at Sensible Object, the developer and publisher of the award-winning connected game, Beasts of Balance. Dukakis is in charge of content marketing, editorial, social media, community management and customer service. She graduated from UEA in 2016 with a degree in Creative Writing that led to her writing narrative and editing mobile games at Truly Social. She now uses her talent to keep Sensible Object’s worldwide community excited and engaged. January/February 2018 | toy news | 43

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Joelle Engolia

Phillipp Gonther

Age: 26 Job title: Assistant PR and Communications Manager Company: Parragon

Age: 26 Job title: New Business Manager Company: Hape

Being a relative newcomer to publishing, Engolia has very quickly gained a deep understanding of the book trade and has made significant strides in increasing Parragon’s awareness within the industry. Within a year she has managed several large-scale innovative projects and campaigns from conception to execution across all of Parragon’s licensed and own-IP brands. She shows true potential, according to one colleague, and the ability to go the distance in the industry.

From 2015 onwards Gonther has been responsible for OEM and ODM production for Hape. From first contact with new companies until the final signing of contracts, Gonther arranges productions, looks for new suppliers and organises any kind of product requests out of the regular assortment of Hape International AG. He does it all with boundless enthusiasm and passion for the industry he works within, making him a popular member of the team as well as the toy business in general.

Emma Hanlon

Kathryn Hirst

Age: 27 Job title: International Account Manager Company: Thames & Kosmos

Age: 28 Job title: Quality Assurance Toys Technologist Company: NBrown

In her own words, Hanlon has been with Thames and Kosmos for four and ‘a bit’ years and has been instrumental in the company’s success and growth here in the UK over that time. Her proudest moment has been her recent promotion to International Account Manager, one that was the fruit of her tireless efforts and invariably affable approach and ability to strike long-lasting relationships with key retailers across the UK and Europe.

Described as a force to be reckoned with, Hirst is credited with bringing innovative ideas to her department as well as a wealth of knowledge around product compliance. She recently launched the firm’s new toy safety and preschool guide to assist customers with purchasing. One colleague said: “I can see that Kat has the drive to be great and she is heading in the right direction.” Hirst’s department has been nominated for a retailer award.

Rebecca Law

Diane McSweeney

Age: 26 Job title: Junior Product Manager for Prams and Pushchairs Company: HTI Group

Age: 27 Job title: Head of Design Company: Click Distribution

Within two years, Law has quickly progressed from Brand Assistant to Assistant Product Manager through to her most recent promotion to Junior Product Manager. She has now taken on the Prams and Pushchairs category, a key focus for the business for 2018. Law has worked with licensors including Nickelodeon, eOne, Hasbro, Disney and MGA, building relationships with each and providing full support on the product approvals process.

McSweeney’s passion and enthusiasm for her work is extraordinary, said one colleague. A hugely valued member of the Click team for the past 15 months, she’s playing an integral role in helping to develop the manufacturing side of the business. McSweeney heads up all the firm’s product design, its jewellery and accessories. She has been described as ‘simply a wonderful asset to the team,' by more than just one colleague who see a very bright future for her.

44 | toy news | January/February 2018

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Yuki Otsuka

Rishi Patel

Age: 29 Job title: Marketing Manager Company: EPOCH Making Toys

Age: 28 Job title: Operations Assistant Company: Gibsons

Otsuka has successfully managed Sylvanian Families to maintain its position as one of the top five play-set and accessories brands over the last three years. She has also driven Aquabeads to become the number one craft kits brand in the UK. Taking a 360 approach to all marketing activity for both brands, Otsuka oversees TV/digital/PR and content/ display/ POS plus consumer and trade events. Her strategic thinking and creativity have combined to increase consumer awareness significantly for both brands.

Having changed his career path to join Gibsons, Patel has demonstrated a strong work ethic and innate enthusiasm from the outset. As a result, he has become a hugely valued and supportive team member. As well as his day to day supply chain role, Patel is now responsible for supporting the Gibsons Sales team with their online ordering portal, applying his newly learnt product knowledge to an integral marketing tool. Doing it all with a smile, Patel is a much appreciated member of the Gibsons team.

Emma Pilgrim

Hayley Powell

Age: 25 Job title: Junior Product Manager for Wheeled Toys Company: HTI Group

Age: 27 Job title: Operations Manager Company: Jazwares

After joining HTI in 2016, Pilgrim has progressed from Marketing Assistant to Assistant Product Manager and has recently earned her current position as Junior Product Manager for Wheeled Toys. Due to her dedication, the development of HTIâ&#x20AC;&#x2122;s inhouse brands EVO and VOLT have strengthened the wheeled category. While Pilgrim works with leading licensors in order to meet expectations, her creativity is proven through the popularity of the wheeled ranges.

Powell has been described as a key member of the Jazwares team. As the second employee back in 2013, she has been pivotal in the growth and success of the business. Powell is responsible for the operations function and has built invaluable relationships with the Jazwares team in China and its warehouse partner Import Services. As the UK business grows, Powell is building a strong support team to drive the business forward for 2018 and beyond.

Beth Reynolds

Ed Roberts

Age: 23 Job title: Senior Account Executive Company: Energy PR

Age: 27 Job title: Talent Brand Manager Company: Viral Talent

With a wealth of experience in the toy industry, Reynolds has managed campaigns for a number of youth and family brands. Since joining the PR firm earlier this year, she has worked with the leading toy firm Wow Stuff on campaigns to launch Flying Minions and the Jedi Training Remote. Reynolds is involved in the international media relations for the Toy Association of America and its annual New York Toy Fair Show.

At 27 years old, Roberts works not only with brands to ensure high engagement and measurable results, but also with the KidFluencers through providing management consultancy and top tips in growing their channel. At Viral Talent, he always puts the client first to ensure he adapts and effectively delivers great results across all platforms. He is also a self confessed Power Rangers super-fan as you can tell from the charming image we have on file. January/February 2018 | toy news | 45

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Max Rodman

Harrison Scott

Age: 22 Job title: Head of Marketing Company: Click Distribution

Age: 25 Job title: Key Account Manager Company: Re:creation Ltd

Rodman joined Click two years ago as Head of Marketing and Social Media, a position Rodman has built from scratch. A huge asset to the team, his personality is infectious, his commitment is second to none and his creativeness and input is invaluable, said a colleague. Rodman is doing a sterling job in raising the profiles of both products the firm distributes and those it manufactures. At just 22, Rodman has a long and fruitful career in the industry ahead of him.

Since joining the Re:creation sales team a year ago, Scott has really made his mark in developing and building on key retailer relationships. He has played a vital role in the successful launch of the Feisty Pets range and delivers consistently strong results. As well as being an up and coming force to be reckoned with in the sales arena, Scott is also a hand when it comes to Razor’s many rides and is often to be found with sleeves rolled up riding and demoing new launches whether for retailers or consumer events.

Chris Shaw

Lauren Skeath

Age: 27 Job title: Lead Engineer Company: Sensible Object

Age: 24 Job title: Marketing Executive Company: The Entertainer

Shaw is a Lead Engineer at Sensible Object, the developer and publisher of Beasts of Balance. He manages electronic engineering, overseas production and worldwide logistics for the company. Shaw graduated from Bath University in 2014 and was awarded an Innovation Bursary for his Final Year Project. He used this money to start a company and work as a freelance engineer on other start-up projects in the region. One was Beasts of Balance, and voila.

A key player in maintaining The Entertainer’s reputation for delivering top notch marketing campaigns, Skeath has enhanced the marketing licensing activity by picking up key relationships with licensors and suppliers. Having joined in June 2017, Skeath works closely with the retail and online teams to ensure activity is delivered and reported on. She has been described by colleagues as highly organised and proactive with industry experience that has been invaluable.

Bradley Wilson

Georgia Wistow

Age: 25 Job title: Marketing Executive Company: John Adams

Age: 26 Job title: Head of Delivery (North America) Company: SuperAwesome

Wilson joined John Adams just under two years ago as marketing executive and quickly became a popular and integral part of the team. Full of creative ideas, Wilson works closely with the company’s PR agencies on various consumer facing initiatives and has been responsible for raising the company’s profile via digital marketing and social media. He does it all with a smile and a great sense of humour that makes working alongside him a pleasure, said one co-worker.

Wistow has had a meteoric ascent in SuperAwesome from graduate intern in 2013 to Head of Delivery for North America and is the youngest member of the global senior team. Leading from the front, Wistow was the first SuperAwesome employee to relocate to Asia, ensuring the successful establishment of the APAC Office and again in 2016, relocated to lead and grow the US team, establishing both the New York and Los Angeles operational teams.

46 | toy news | January/February 2018

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Made in the US

CROSSING THE POND Ever since the Beatles landed on the shores of New York City to begin their tour of world domination, it has been the dream of British creators to conquer the USA. With crowdfunding platforms giving inventors more opportunities than ever to kickstart their ideas, Jack Ridsdale examines the next big hurdle for toymakers – breaking America

ake a stroll down the greenhouse aisle at London Toy Fair this year and you’ll see a plethora of creative UK firms, with innovative ideas ready to conquer the UK market. But when success in Blighty is secured, what’s next for firms seeking world domination?

"The US market is license driven and there is a gulf between these and smaller brands." Amanda Gummer,

Fundamentally Children

The answer lies on American shores. With a toy market that has shown steady growth over the past few years, the capital of the free world is the place to establish your brand as the next big thing. But how does a UK startup make the transition? The first step is understanding the key differences between the two markets. January/February 2018 | toy news | 49

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Made in the US

Amanda Gummer of Fundamentally Children identifies the size of the licensed market as an obvious differentiator between the two. “The US market is much more license-driven,” she explains. “There is a bigger gulf between the big licenses who are everywhere and the smaller brands. We’ve even had American clients looking to launch their new licenses in the UK, because they thought it would be easier for the smaller guys to break the UK market which would then give them more leverage when they went back to the States. “I think we recognise the benefits of an independent industry here,” continues Gummer, “which makes us a good testing ground for new products before making the jump across the pond.” Business consultancy agency Fundamentally Children is uniquely positioned to offer analysis on the US toy market, having recently expanded its US operations with the hire of US associate Deb de Sherbinin. “We set up an international delegation at the Digital Kids Conference in September, which saw visits from companies including the BBC, Tate Kids and more,” explains Gummer. “We’ve helped some exciting UK projects with strategic introductions and networking and we’re looking at doing more of those sort of things. We’re acting as a hub for kids' media companies as well as toy firms and getting a lot more US brands involved.” One innovative UK export that has recently taken to the states is Dragon’s Den success story Accentuate. The accent game’s co-creator Graeme Fraser-Bell talked us through the process of bringing the game to the US with help from its US partner PlayMonster. “Accentuate US bears little resemblance to the UK version apart from the Trademark,” elaborates Fraser-Bell. “PlayMonster really deep-dived all aspects of the design, packaging, form-factor, game-play and componentry. The US game is larger, has many more cards, the accents and film quotes had to be developed from the ground up and localised.” Another UK startup with an eye on international markets is Shoreditch’s own Big Potato. Armed with a quintessentially British sense of humour, Big Potato has already piqued interested across the pond.

"The two markets are very different. In small a way the US is a bit more sophisticated." Tristan Hyatt-Wiliams, Big Potato “Bucket of Doom, Scrawl, Can of Squirms (only in the US), Mr Lister, Truth Bombs, Obama Llama, The Chameleon and OK Play have all made it across the pond,” enthused Big Potato co-founder Tristan Hyatt-Williams. “Luckily we had the help of Bananagrams who helped open doors for us. It was a financial and logistical juggle to do but we’ve cracked it now.”

Like Amanda Gummer, Hyatt-Williams emphasizes the sheer daunting size of the US market especially when it comes to games, stressing the importance of a USP. “The two markets are very different. Games that do really well in the UK don’t necessarily do that well in the US. And vice versa. In a way, the US market is a bit more sophisticated,” he continues. “Learn how to play the game in the US. To get to buyers you need to go through an agent which is very different to here. You will also need to buddy up with a distributor unless you fancy opening a warehouse. Also make sure your game has a good story to tell to make it stand out. Maybe it’s furry, maybe it’s designed by a cool artist, etc.”

50 | toy news | January/February 2018

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Made in the US

The importance of an original narrative is an idea echoed by chief marketing officer of tech company Sensible Object, creator of connected play experience Beasts of Balance, Alex Bertie. Developed with crossover appeal in mind, Beasts of Balance has held attention on both sides of the Atlantic. “From both a target audience and a product standpoint, there’s heaps of crossover between the US and UK which has meant we haven’t had to worry too much about cultural or platform differences,” adds Bertie. “The key challenges have been around navigating the media and retail landscapes in the US and we’ve been fortunate in picking some great local partners to help us figure that out.”

"There's heaps of crossover between the UK and US. The challenge is navigating the media." Alex Bertie, Sensible Object Combining the simple appeal of animal toys with an innovative digital game, Beasts took off on Kickstarter with great interest in both markets. Bertie and team are now working with Amazon in the US, creating the next generation of entertainment tech using Alexa technology. The project is for a new travel trivia game called When In Rome that uses the smart speaker technol-

ogy to recognize the players' voices, Bertie describes the experience as an essential next step for the firm. “It was also fantastic to be able to access the talent at Amazon to help us iterate development for Voice Originals as efficiently as we did,” he muses. “Having access to the Amazon Alexa team meant we were able to learn from them about how people are using voice interfaces and how to use that learning to optimise our UX.” No man is an island, and the same applies to toy firms. One common theme that emerged in our conversations with industry creators is that there are plenty of US firms willing to invest in an original concept. Finding that support early on can January/February 2018 | toy news | 51

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Made in the US

make all the difference in your American campaign, and a great place to start is at trade shows. If you can’t make it to New York Toy Fair, London’s annual event may provide that platform you need. “Take a stand in The Greenhouse at Toy Fair, London,” advises Graeme Fraser-Bell. “Stop everyone you can at your booth and visit as many other booths as possible and passionately promote your concept. Your actions are like ripples, someone. somewhere, of influence may just hear from a third party about your concept.” Finally, the most surefire way of garnering interest is gaining recognition for your creation in the UK. “Unless you have developed the next game blockbuster, secure success in the UK,” continues Fraser-Bell. “Win Awards, generate supportive and compelling sales data, try and secure listing on NPD re-

"Unless you have the next game blockbuster, you need to secure success in the UK first." Graeme Fraser-Bell, Accentuate ports as independent proof of success," he advises. "Proving the concept and showing the successes you’ve had is really helpful,” said

Amanda Gummer. “The more awards and accolades you can get the better. Then you need to have a very clear business plan and make sure that its incredibly conservative. Allow for exchange rate variations, taxes and the fact that everything always seems to take a little bit longer when you dealing with another country.” “Your potential US partners will need to see that your success in the UK can be replicated in the US and Canada,” concludes Fraser-Bell. “The potential gains are huge but so are the hurdles you'll come against on the path to convincing your potential US partners to invest substantial resources, money and effort to securing yours and their success in the US market.” So there you have it, what's stopping you now from dreaming big and one day finding yourself topping that LA tan while the rest of us endure another frozen January?

52 | toy news | January/February 2018

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Allspark Pictures

COOL STORY ‘BRO

Thanks to a new deal with Paramount Pictures, Hasbro is back making waves in Hollywood. Allspark Pictures’ EVP and chief content officer, Stephen Davis tells ToyNews about the toymaker’s storytelling heritage and what the move to Hollywood means for it now 54 | toy news | January/February 2018

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Allspark Pictures

t was during the 2017 Las Vegas Licensing Expo that Activision’s Tim Kilpin outlined a vision for the future of the entertainment industry, placing an emphasis on the role that franchises were yet to play. Part and parcel of that vision was that Activision revealed its intentions to create a filmic universe around its hit video game title, Call of Duty, detailing a run of live action movies set to propel the franchise to new heights for the future. The company had already masterminded the successful translation of its gaming IP, World of Warcraft to the silver screen via the directorial eye of Duncan Jones, and went on to counter the critics’ aspersions by bringing in over $400 million at the box office. In the toy stakes, it somewhat fell flat, failing to capture imaginations in quite the same way as Star Wars did in 1977 when it pioneered the modern day licensing method, but still managed to prove the fundamental point that when it comes to the 21st century consumer, content is king.

have done little more than to drive a wedge between the film and toy industries, that it would take some years to recover the lost ground on. Perhaps ironically, perhaps poetically, it was Hasbro that took the flack for Battleship’s dismal box office performance back in 2012. Such was the hit that it caused a number of Hasbro’s further projects to be shelved or sold-off to other companies. A true Hollywood move was looking bleak. Six years later, however, and Hasbro is telling a very different story. In November 2017, Hasbro’s production arm, Allspark Pictures and Allspark Animation revealed it was to team with Paramount Pictures to produce and distribute content based on iconic Hasbro brands, as well as develop original stories. Together, the studios detailed plans collaborate on live action and animated films, with Hasbro’s Allspark playing an active role alongside Paramount in development and production.

"2017 was a landmark year for Allspark Pictures and we are in a great position for sustained growth in an increasingly competitive marketplace. We will strive to be one step ahead of the business of Hollywood." Stephen Davis, EVP and chief content officer, Allspark Pictures Pop culture specialist, Funko is another one. In the closing weeks of 2017, the firm clinched a deal to acquire the British animation production company, A Large Evil Corporation, forming Funko Animation as it laid out its plans to increase its output of Funko original animated content. Far from its first steps in the territory, in 2016, Funko collaborated with Marvel Animation to create animated Marvel Funko shorts, the production of which was overseen by Evil Corp itself. What you cannot fail to notice is that in recent years, Hollywood has been a beacon to which numerous companies within the entertainment sphere have been attracted, and not in the least, toys. Many have gone on to exceed expectations; take Warner Bros Pictures’ 2014 triumph, The LEGO Movie, for instance, while others – Universal Pictures’ Battleship for example –

It’s a savvy move from Hasbro’s CEO Brian Goldner, who has been eyeing a means to strengthen the firm’s ties with Hollywood for some time, now. Following the 2017 global box office success of My Little Pony: The Movie and Transformers: The Last Knight and with the first Transformers spin-off movie, Bumblebee planned for release this year, he has done just that. But not only has the toymaker succeeded in developing its presence among the big name movie production companies, it has fuelled its growth in sales, too, primarily through growing out its iconic franchises to new audiences. Let’s break that down for a second. My Little Pony: The Movie grossed nearly $40 million globally in just over two weeks of release to theatres across the US. It also managed to boost toy sales for the longJanuary/February 2018 | toy news | 55

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Allspark Pictures

standing brand, one that was just on the verge of stagnating. Stephen Davis, executive vice president and chief content officer at Hasbro’s Allspark Pictures, tells ToyNews: “The film was successful in reinvigorating and energising our core consumer base and our fanbase, while inviting new fans to the brand. “In fact, My Little Pony revenue increased behind the film’s release and successfully drove point of sale gains around the movie debut. In addition, we have an extensive licensing programme, including digital gaming as well as consumer products and the movie drove more than 50 major cross category activations at key retail partners around the world.” It’s probably fair to say in that case that a repeat of 2012’s Battleship, My Little Pony: The Movie, isn’t. What’s more, its success

has now positioned Hasbro and Allspark Pictures as a serious player and major contender in the Hollywood game. Not a bad year for Hasbro, at all.

"My Little Pony revenue increased behind the film's release and drove point of sale gains." Stephen Davis, Allspark Pictures “2017 was a landmark year for Hasbro and Allspark Pictures, thanks to the release of star-studded major motion pictures inspired by two of our largest franchise brands, My Little Pony and Transformers. “Allspark is in a great position for sustained growth in an increasingly competitive marketplace. Allspark Pictures

will continue to drive our live action films and television business, while Allspark Animation will drive all animation. “We will continue to strive to be one step ahead of the constantly shifting business of Hollywood, be it consumer viewing behaviours, creative trends in film and television, or evolving business models across multiple platforms.” It’s strong sentiment from the content officer and largely indicative of the company’s affirmative action in making the Hollywood move. But where did it all begin for Hasbro? Hasbro’s links to Hollywood have been an ultimate driving force for the company worth in the region of $11.3 billion, driven by and large by its unyielding grip on the Star Wars toy franchise, while movies in general – blockbuster titles under the Marvel banner, for instance - have helped fuel the company’s growth in toy sales for a

56 | toy news | January/February 2018

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Allspark Pictures

number of years, now. However, it is within the firm’s home-grown content and brands that Hasbro now sees as its biggest asset for continued growth, and that all starts with Transformers. The success of the Transformers franchise has undoubtedly played an extensive role in forging the firm’s ties to the movie-making world. Starting in 2007 with Transformers, the film series of five titles to date has brought in a considerable $4.4 billion through box office sales alone. 2017’s Transformers: The Last Knight boasted a worldwide box office gross of over $605 million and home entertainment sales continue to boost fan engagement with the franchise. The films’ recent successes have done wonders to prove just how well toy brands can translate to the big screen. But what makes Hasbro’s toy slate such compelling viewing in the movie space? Big

budgets, big name directors like Michael Bay and star-studded casts aside, the reason, according to Hasbro’s Davis, is much more modest.

"Investing in storytelling creates a connection that inspires consumer engagement." Stephen Davis, Allspark Pictures “Storytelling and consumer insights are at the centre of our brand blueprint strategy,” he says. “And investing in storytelling creates a connection that inspires the consumer to travel with a brand across the many points of engagement, ultimately unlocking the brand’s full potential.

“Hasbro has evolved from a traditional toy and game company to a global play and entertainment leader, and developing our storytelling capabilities through Hasbro Studios and Allspark Pictures has been a significant component to realising that vision. It is through drawing upon our rich heritage and IP library that we are able to develop fresh and compelling movies for global audiences.” Having ended talks of a potential merger with Lions Gate Studios in early 2017, a deal that would have given Hasbro a direct pipeline into the movie business, without a deal, partnering with Paramount Pictures is, of course, Hasbro’s key to the door. The firm has already outlined its five year plans in which it will finance projects at ‘varying levels of investment,’ while Paramount will distribute the projects produced during that time, worldwide. It’s an extension of an existing relationship with the studio January/February 2018 | toy news | 57

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Allspark Pictures

that has been the partner to date on all five of the Transformer movies, as well as two G.I. Joe films and the first Transformers spin-off, Bumblebee, slated for release in December 2018. Perhaps 2012’s Battleship was the turning point for Hasbro, a costly cinematic flop that has since helped the business form a new, somewhat enlightened approach to growing out a franchise? What’s clear is that a film cannot succeed on merit of its title alone. If the fruit of the lessons the firm has learnt is anywhere more evident, it’s in its revised methods of franchising. Let’s look at Hasbro’s recently revealed plans for the hit 80s action figure toy line, M.A.S.K. as an example. Licensed out to IDW Publishing, Hasbro launched a new comic book series inspired by the toy line, late last year. It’s the third of Hasbro’s classic properties to find a new lease of life in published form, following on from Micronauts and ROM. Word is that Hasbro is creating its own cinematic universe, one led by G.I. Joe that will see the action hero and his crew team with other Hasbro properties such as ROM: Space Knight, The Micronauts and M.A.S.K. While Davis could not confirm the rumours, it has been widely speculated that the recent move into publishing for the classic properties is Hasbro’s attempt to reacquaint audiences with the big name brands ahead of the movie announcements. It’s no doubt an exciting prospect for older generations and fans of the brands,

and given the success of big screen comic book adaptations over the years, a smart move from Hasbro. It’s also a well-thought out plan on reviving a once parked toy franchise and one that could just put Hasbro in the same league as the Marvel Cinematic Universe, while placing all control of the toy and licensing business with the toymaker itself. But more than this, it is testament to the company’s investment in its toy franchises and its desire to bring new stories to its global audience.

"Toy sales don't dictate the stories we develop, but Bumblebee is a very popular character." Stephen Davis, Allspark Pictures What’s more, by utilising its own, homegrown and nurtured IP portfolio, Hasbro is in a prime position to asses in very real terms the characters and stories most likely to appeal to audiences, utilising decades of product sales to help steer its future content direction. Which brings us around to this year’s big December movie release from Hasbro, Bumblebee. “Looking to 2018, we are excited to build upon the success of the Transformers franchise with Bumblebee, focusing on one of the most beloved characters in the Transformers universe,” says Davis.

Starring Hailee Steinfeld and John Cena, Bumblebee is the first spin-off of the blockbuster film franchise and is directed by Travis Knight, the name behind the Oscar-nominated animated film, Kubo and the Two Strings. “We are extremely excited for the Bumblebee film as we continue to expand the Transformers universe, and we expect our fans will be as well,” he continues. In developing the spin-off, and expanding the Transformers universe in such a way, has Hasbro ultimately backed a winning horse? The success of the Bumblebee character at retail would certainly suggest so, no matter how coy Davis and the Hasbro team remain about it. “The toy line is the original inspiration, and while toy sales don’t directly dictate the stories we develop, Bumblebee is one of our most popular characters,” he offers. It is perhaps more with a quiet confidence then that Davis is preparing for the film’s release this December. And well he might be, Launching off the back of the galloping success of Allspark’s My Little Pony: The Movie, and armed with what it believes to be the most effective kind of model, Hasbro is riding mightily high. “Our content to commerce model continues to deliver multiple revenue streams,” says Davis, “including entertainment and merchandise, and we are well positioned in our investment.” Hollywood had better watch out, then, because this toymaker seems to be unstoppable behind the reigns at the moment.

58 | toy news | January/February 2018

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Retail theatre

Putting on a show With physical shops enduring some rough seas at the moment, just how far can a little retail theatre go to drive toy sales in-store? Here, Jack Ridsdale explores the ideas turning the toy shop into a place of wonder and excitement to reinvigorate consumer footfall

ou donâ&#x20AC;&#x2122;t have to be a business analyst to know that online sales are the single biggest threat to brick-and-mortar retail that exists today. Through online channels, parents can find products for their children that are cheaper and more convenient, and yet despite this, physical retail endures.

January/February 2018 | toy news | 63

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Why? Some believe it is because of the enduring magic of the toy shop, an environment in which the imaginations of children can run wild, where they can fall in love with a product and experience the joy of play. The toy shops that effectively capitalise on this magic are the ones that take this unique experience to the next level, playing up to the atmosphere with a little retail theatre. These experiences can range from a simple in-store demonstration to high-tech AR and VR campaigns from the likes of Toys R Us. Introduced in October, Toys R Us' new AR tech combines the appeal of location-based app games like Pokémon Go with the magic of the toy shop, allowing kids to add a whole new dimension to their visit. It’s through this activity that the retailer establishes itself as a destination

of fun, not just a place where products are sought and acquired.

"We want to have an event in every store, every Saturday. It's a big ask, but we're up for it." Phil Geary, The Entertainer One industry leader when it comes to in-store activity is The Entertainer, who frequently wows visitors with events in which kids can meet their favourite characters. The retail chain’s marketing and ecommerce director, Phil Geary, stresses the importance of these events to separate them from the competition.

“The Entertainer has a packed calendar of events year after year but each year gets bigger and bigger,” enthused Geary. “Offering fun filled events to our customers is just one of the ways The Entertainer shows its commitment to children and their play. We love seeing excited children coming through the door and the grownups they bring with them too.” But offering live events isn’t all fun and games. As Geary stresses, there is a fair share of logistical challenges that come with the territory. “Our aim is to have an event in every store, every Saturday of the year plus every day during school holidays,” Geary explains. “That’s a big ask when you consider we are approaching the 150 store mark but our partners are incredibly supportive and see it as a great opportunity

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to bring their brands and licenses to life, whether it’s pulling up in the My Little Pony bus or having pictures taken with the many LEGO characters.” While The Entertainer’s town-center based locations remain focused on organic experiences, other firms are looking to technology to provide the physical shops a unique attraction. Toys R Us has recently introduced its unique AR game Play Chaser to a select group of locations, bringing a fun experience of discovery and play to the shop floor. Developed by PlayFusion, the ambitious game developer who has already forayed into the world of toys with mixed reality platform Lightseekers, Play Chaser sees users interacting with the shop in a way never before seen, discovering characters, games and winning points that

can be redeemed for new games within the app, all the while discovering new toys and products along the way.

"Toys R Us is grabbing the bull by the horns to make their stores a destination for families." Mark Faulkner, PlayFusion “The app essentially turns the stores into an augmented reality playground,” explains producer, Mark Faulkner. “Toys R Us is grabbing the bull by the horns and addressing the disparity between online and physical retail by making their stores a destination. Parents will want to take their

kids there because they’re having a fun experience with it.” The app is a three-pronged attack of targeted fun. The first component is the store scanner, which will allow kids to scan locations marked around the store to unlock games and activities. The second component is the catalogue scanner which allows youngsters to build a wishlist of toys all the while enjoying unique animations within the app. Finally, the arcade brings the fun home with a selection of classic arcade games for kids to enjoy at any place, any time. The currency used to unlock new games is stars, which can be collected by scanning points in store, creating a loop of return and reward in which kids can have fun without spending a penny. “This is a brilliant model that can be applied to any retail environment,” January/February 2018 | toy news | 65

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continues Faulkner. “Play Chaser is live in the US, Canada and certain stores in the UK and we hope its going to go international with other markets too.” With the superstore chain’s welldocumented struggles dominating the conversation its understandable that the firm would look to radically new ideas to reinvigorate its place in the market. With the Toys R Us locations in more remote areas closing and focus on those more central, it's fair to assume that Toys R Us is hoping to increase footfall with the introduction of the app, increasing the frequency of visits and translating this into sales. It’s a smart idea, and one that retailers should be taking notice of. “Augmented Reality is an exciting yet perfectly natural progression in bringing a retail environment full of imagination and toys to life," adds Mike Coogan, UK marketing and ecommerce director at Toys R Us. “Today’s kids are centred around technology in school and everyday life, we

"AR is an exciting yet natural progression for bringing a retail space to life for kids." Mike Coogan, Toys R Us want to give these children the experience of technology while in our stores, bringing them fun and adventure out shopping. Families want more than just a place to shop, at Toys R Us, they want to play.” When quizzed about the potential to introduce their own AR campaign,

The Entertainer remains coy without discounting the possibility. “We have previously worked with partners on Peppa Pig, Star Wars and DC Super Heroes AR promotions,” says Geary. “This is an area we see growing and would love to be a part of, but it’s about finding the right experience for our customer and working with a partner who can create something really compelling and engaging.” While tech is one way of staying ahead of the curve, retailers with limited resources need not despair. As both retail chains acknowledged, tantamount to any shopping experience is the knowledge and enthusiasm of staff. Like Worcester’s Wise Owl Toys who frequently holds play days and Reading’s Eclectic Games who are open throughout the week for gaming nights, knowing your audience is key. Building up a loyal following through innovative events and promotions is one way of ensuring that business remains strong, no matter what, and all helps brick and mortar retail whether this storm.

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The Licensing Hot List

Over 26m apps downloaded globally

Season 3 currently in pre-production

950k subscribers across official PJ Masks YouTube channels

Over 450 global licensees

PJ Masks ÂŠ Frog Box / Entertainment One UK Limited / Walt Disney EMEA Productions Limited 2014.

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Pjmasksuk

PJ Masks - Official Channel

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FILE VERSION

• Over 1.4m raised through

charity partnerships in 2017

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• New product lines in 2018 • Over 43m apps

downloaded globally

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Broadcast in over 130 countries

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Key marketing activity with media partners in 2018

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Continued toy line development

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THE HOT LIST

2018 is going to be a big year for licenses, and with it, a big year for licensed toys. Robert Hutchins catches up with execs from eOne, BBC Worldwide, Sesame Workshop, Acamar Films and Turner to find out their 2018 toy plans

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THAT’S ENTERTAINMENT The antics of Peppa Pig have been lighting up the toy aisles for years, making the property a staple of the pre-school sector. Meanwhile, PJ Masks continues to storm the charts across toys and broadcast. Robert Hutchins catches up with Entertainment One’s head of global licensing, Andrew Carley to talk the strength of the brands for the year ahead

Armed with two of the strongest properties in the pre-school space at the moment, namely Peppa Pig and PJ Masks, Entertainment One is sitting pretty. Not only have both seen enormous success over the past 12 months, Peppa Pig and PJ Masks remain incredibly resilient within a highly competitive market, with new episodes and ongoing marketing support fuelling the pair to heady heights of popularity among children and adults. Since its toy launch in February last year, the success of PJ Masks has in fact been described by the studio as remarkable. “From the moment that it aired, children have engaged with PJ Masks in

a manner that has surprised everyone,” says Entertainment One’s head of global licensing, Andrew Carley. “Toys launched in February 2017 and the brand’s hero item, the headquarters play-set, made it into many retailers’ Top Ten Toys for Christmas lists which was an amazing boost in the run up to Christmas. “It’s been difficult to keep up with the moment, and this is a situation we have seen repeated around the world and we are now in a strong position with a focus on nurturing that initial enthusiasm into long-term growth.” In reality, Entertainment One’s main focus for both PJ Masks and Peppa Pig is on sustaining and building the current

production offering to ensure that core product is meeting consumer expectations in terms of both design and messaging. This will, of course, entail scouting for new categories and partnerships to take the properties into, all while ensuring that the toy line is given the space it requires to grow and develop. “Toys always has been and always will be integral to our licensing programmes,” continues Carley. “For that reason, our master toy partners – Character Options for Peppa Pig and Just Play for PJ Masks – set the blueprint in terms of how the brand is brought to life and their products probably have the most exposure in terms of advertising and retail distribution, which

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in turn, informs the success of other categories.” Such is its strength, it will always be the toy category that allows eOne’s legions of fans to engage with its shows away from the screen on a regular basis, as well as bringing a level of marketing that is rarely found in other categories. “Getting the right toy partner is vital to ensuring success at retail,” says Carley. “We have a very close working relationship with them and give as much visibility of our plans to them for future content and marketing, as well as working together on price architecture, design and development.” However, at the heart of both PJ Masks and Peppa Pig is its content. Following a hiatus of a couple of years, new Peppa Pig content hit screens last year, providing an increased momentum in the brand that eOne labels as ‘significant.’ New Peppa Pig content is now planned to air through to 2021, with a number of brand partnerships driving engagement, including significant campaigns with Save the Children, the Book Trust, Diddi Dance and the opening of the new extension at Peppa Pig World in May this year. Meanwhile, PJ Masks will see the launch of Series two in the first half of 2018, offering a wealth of new themes, characters and environments, all of which

will offer fresh toy development and marketing initiatives for eOne’s partners. “Series Three is also now in development,” says Carley. “Anchoring the new episode launches, we continue to engage fans with digital content via apps, social media and the official website and we work with partners year-long for on the ground activities," he enthuses about the upcoming plans for the brand.

"Toys will always be integral to our licensing programmes, informing success elsewhere." Andrew Carley, eOne

“In 2018 we will have a new branded partnership with nationwide physical play programme Tumbletots in February and will continue our partnership with Youth Sport Trust for National Schools Sports Week in June. “The quality of the TV shows is paramount and both Peppa Pig and PJ Masks demonstrate that viewers engage with quality content in a manner that offers multiple opportunities. “Importantly, parents also understand the meaning of quality and interestingly we see very high co-viewing figures. With

entertainment targeting kids at this age, that factor cannot be underestimated as it’s often parents that control what their kids watch. “It is this edge, plus eOne’s commitment to ongoing new content that ensures long term success.” And it is not just the UK fan base of both Peppa Pig and PJ Masks that continues to drive the strength and success of the pair in the pre-school space. Both have, after all, demonstrated a strong global presence over the years. Entertainment One has now outlined its plans to continue to drive its licensing programmes in key markets such as the USA and UK, as well as expanding into new markets that include China, Japan, Korea and India. So what can we expect from Peppa Pig and PJ Masks as eOne heads into 2018? Carley summarises it all for us in one neat little nutshell. “More content, more innovation, increased experiential activity and increased fan engagement,” he says. “And it is all designed to build for the long term. “It is really the talent of the animation studios, the passion and dedication of our team at eOne and the expertise of our partners that has made these properties a success and we look forward to working with it all again in 2018 to continue to build on that success,” he concludes. January/February 2018 | toy news | 71

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BEEB EASY BBC Worldwide is in for a very impactful 2018 thanks to the strength of its diverse property portfolio, including Doctor Who, Hey Duggee and Strictly Come Dancing. Robert Hutchins talks to BBC Worldwide's head of licensing, Jason Easy about the plans for the year ahead The BBC Worldwide portfolio is one of diversity, heading into the year with an array of brands spanning pre-school, drama, entertainment and education. As a result, the firm is tapping into a wide and varied audience, the legions of fans tuning into its shows whether it’s the popular Go Jetters and Sarah & Duck, Doctor Who or Strictly Come Dancing. “It’s an exciting time to be working across our portfolio right now and we have the best in class partners delivering compelling and exciting products,” Jason Easy, head of licensing at BBC Worldwide, tells ToyNews. “Fisher Price (our partner on Go Jetters) and Golden Bear (Hey Duggee and Something Special/Mr Tumble) have delivered exciting ranges to retail and we are seeing strong sales across several other categories including apparel, accessories, bags and footwear as we look to expand our retail footprint over the next 12 to 18 months. This is supported with new episodes of each, landing over the coming months and the team is working very closely with retail and will be supporting sell in with some strategic marketing campaigns.” When BBC revealed the identity of the new Doctor Who, it sent shockwaves of excitement across the nation, even the globe. That excitement remains palpable among fans today. “The coverage Doctor Who has received over the past six months or so has been nothing short of phenomenal,” continues Easy. “With the next series of Doctor Who landing later this year and Jodie Whittaker taking control of the TARDIS, it’s a very exciting time for the brand. “Character Options has been fundamental to the success of the brand over the past decade and remains a key partner for the foreseeable future. Its new range will be revealed during the London Toy Fair.”

"Doctor Who has been phenomenal." Jason Easy,

BBC Worldwide London Toy Fair is set to be a busy and exciting show for BBC Worldwide as it prepares to showcase new lines from Hey Duggee, Something Special, Strictly Come Dancing and Doctor Who in collaboration

with its portfolio of licensing partners. Among them, John Adams has signed to launch the first Strictly Come Dancing board game. “Meanwhile, Something Special has become an evergreen property for us, explains Easy. BBC Worldwide is, therefore, making waves in the licensing space as it heads into 2018, and while the space remains highly competitive, the licensing outfit is buoyed by the diversity of the portfolio it holds. And with two new properties on the horizon, it's a wide world for BBC, indeed.

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The Licensing Hot List

RIGHT UP YOUR STREET From plush to wooden toys and of course, the iconic Tickle Me Elmo, Sesame Workshop is expanding its toy line for the ever-popular Sesame Street property. Risa Greenbaum, assistant vice president of international media business in Europe talks to ToyNews

Sesame Workshop Risa Greenbaum Home to some of the most iconic characters to have graced TV screens in the past half a century, Sesame

Workshop continues to thrive in the increasingly competitive pre-school space. Perhaps it is its cross-generational appeal, or that its hero characters Elmo and Big Bird have not aged a day (Elmo remains three and half years old, while Big Bird six) since first introduced, that it's difficult to believe Sesame Street turns the big 50 in 2019. What won’t be difficult to swallow, however, is that

Sesame Workshop is going big with the celebrations, starting out with a refreshed focus on its toy offering. “In this new year, we will be launching amazing new products at the European Toy Fairs,” Risa Greenbaum, assistant vice president of international media business, Europe Sesame Workshop, tells ToyNews. “From plush with Sambro and Nici to wooden toys with Legler, we are thrilled

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with how our partners have captured the essence of Sesame Street and the whimsy, fun and interactivity of the brand, and translated them into various toy lines.” As it continues to make preparations for its 50th anniversary, Sesame Workshop has spent the last year signing on and working closely with best-in-class partners in order to deliver what it believes to be its strongest line-up of toys to date. “The fruition of all that hard work comes with the introduction of toys like the new Tickle Me Elmo from Sambro which launched and was supported by a TV ad campaign during the holidays,” continues Greenbaum. “This year, we will be focusing on rounding out our toy offering with additional categories and partnerships. The anniversary activities will include all-new star studded TV content, dynamic social media campaigns, interactive consumer experiences and fun new products. “We are continuing to work with existing partners and happy to chat with new ones for the year long 50th celebration.” A staple of the pre-school space, Sesame Street boasts a diverse cast of characters, a simple fact that Greenbaum believes is the key to the show’s enduring appeal to kids and families.

“Because the Sesame Street characters come in all different shapes, sizes, colours and personalities, they lend themselves to a wide range of categories,” she says. “This allows our partners plenty of room to create the most innovative toys. With the success of the new range from our current toy partners, we’ll be layering on products from new licensees and extending our Sesame Street offering.” It all sounds like exciting stuff from the studio.

"Sesame's characters come in all shapes and sizes, lending them to toys so easily." Risa Greenbaum,

Sesame Workshop Backed by a heritage of 50 years, the name Sesame Street essentially sells itself. However, Sesame Workshop is not one to take its continued success and popularity for granted and had outlined a schedule of marketing campaigns for the year ahead. “We were humbled to present some of our work recently to the Duchess of Cambridge at the Children’s Global Media Summit Social,” says Greenbaum. “We

know there are a lot of issues affecting kids and families today and look forward to working with like-minded organisations to identify the needs and see how we might best address them – whether through TV or digital content, community engagement or online tool kits. In addition, each year, we create a year-long social media campaign around the brand. “Every year, we consider what issues are impacting our global audience and, as we tackle subjects such as autism, kindness and appreciating diversity, we engage with educational experts and researchers to best meet kids’ needs. “We also have a dedicated team of content producers who maintain the standards and integrity of the show while maximising the entertainment value. This combination allows us to stand out in the pre-school space.” Trusted by parents and loved by kids, Sesame Street continues to experiment with new formats. “We have a broad development portfolio of fun, creative, and meaningful programmes that will resonate with today’s kids,” says Greenbaum. “We look forward to working with partners from around the world to deliver this new content and related products,” she concludes. January/February 2018 | toy news | 75

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Product Guide

BIG BEN The clock has struck ‘hero time’ as Cartoon Network prepares for another big year for its popular Ben 10 property. Graham Saltmarsh, director of licensing UK and Nordics at Cartoon Network Enterprises EMEA, reveals all

Cartoon Network Graham Saltmarsh What've been the key licensing projects for Ben 10 this past year? In July 2017, we kicked off the merchandise roll-out for the latest iteration of Ben 10 with the launch of Playmates’ spectacular toy range, which Flair is distributing in the UK. We supported this with some great retail activations such as the augmented reality Hero Truck Tour that visited Toys R Us, Tesco and Smyths as well as eye-catching Rust Bucket FSDUs that incorporated a photo opportunity for fans. The success of the toy range laid a strong foundation for the wider licensing programme and has helped generate a great deal of interest from potential new partners. We’re now significantly expanding the merchandise offering with the debut of categories such as secondary toys, apparel, homewares and publishing. What product launches does Cartoon Network have planned for 2018? Already 2018 is shaping up to be an exciting year across our portfolio; there’ll be the second wave of toys for Ben 10 in spring, exclusive softlines launches on The Powerpuff Girls and some very cool collaborations for Adventure Time. Along the way we will of course continue to put our fans first and offer them unique ways to interact with their favourite brands. What will the recent partnership with Sambro bring to the table for 2018? The deal covers pocket money toys, creative play, stationery and backpacks and we will see the first products hitting UK shelves from spring 2018. The breadth

of Sambro’s range will enable us to take Ben 10 into new retail channels and provide a boost for the property’s retail visibility. Sambro’s products will also mean we can really capitalise on the key backto-school buying period and I am sure we will be seeing many boys sporting Ben 10 backpacks and stationery for the new school term. What have you got in the content pipeline for Ben 10? We have just celebrated the launch of Ben 10 Challenge, a live action game show that gives fans the chance to compete as Ben himself. There are eight local versions of this new series now airing across Europe, including the UK. Alongside all new episodes of the animated TV series, we are also continuing to produce engaging content for all platforms. One such example is the fantastic new Ben 10 video game from Outright Games, that Bandai Namco is now distributing across Europe. It’s available for all key consoles including

Playstation 4, Xbox One and PC and is jam-packed with the humour and action that kids love from the series. What’s new in the toy space for Ben 10? We are currently gearing up to launch the second wave in the master toy range UK from spring. More will be revealed about this new range at London Toy fair but it will include new play-sets, figurines, vehicles and role-play items. We also have secondary toy products now launching across Europe such as walkie talkies and board games from IMC and inflatables from Mondo. Why does Ben 10 continue to engage youngsters? We have found that fan engagement for Ben 10 has never wavered, even with no new content. One of the main reasons for this is that Ben is an everyday kid as well as a hero – and to fuel that relatability, we now have many different ways for kids to live up to the dream of becoming Ben.

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BING TUITION It’s a top rated pre-school show on iPlayer and CBeebies and continues to storm the Amazon Prime and YouTube charts. Unsurprisingly, Bing is a force in the toy space, too. Acamar Films’ head of marketing, Lee Harris talks 2018 plans for the hit brand How was 2017 for Acamar Films and the Bing brand? 2017 was a great year for us as we began to focus on the next stage of growing the business. To lead this effort, Sandra Vauthier-Cellier joined us in the autumn in a newly created role of chief commercial officer. She will lead the international consumer products growth for Bing and oversee existing licensing, product development and marketing. We have seen the integration of a new in-house content distribution function, headed up by Eroulla Constantine, transitioning the distribution rights from Aardman Animation. Bing has gone from strength to strength as a top rated pre-school show on iPlayer and CBeebies. It is the number four most watched show on Amazon Prime and is a top five character in plush. What will Bing be bringing to the toy space for 2018? Following the success of Fisher-Price’s Toilet Train Bing last summer, we hope to replicate the success with another feature plush, Birthday Bing. It comes with a Bing birthday cake with lights and sounds that responds to a little one blowing out the candle. Research carried out by FisherPrice concluded that birthdays was one of the top themes they would like to see from Bing. We will support these innovations with new, refreshed toy SKUs to complement the existing range. Why does Bing translate so well in the toy space and how will you continue to drive this bond? Children recognise something of themselves and their own experiences in Bing, forming a quick passionate

attachment. They love that Bing stories are told from their perspective in a truthful way, whether it’s learning how to share, toilet train or deal with emotions. We are really focused on bringing Bing’s world and stories to life as they are relatable and reflect what’s happening in their own lives. Moments and milestones will always be relevant to our audience and we can’t wait to explore ways to integrate our toyetic themes into our storytelling. What are you looking forward to the most for 2018 and why should manufacturers and retailers be excited to work with Acamar Films over the next year and beyond? It’s a really exciting time for Acamar and Bing right now. We have outgrown our small offices in Camden and will be moving to a bigger space by spring this year. It will include creation facilities in which we can respond to the needs of our audience and their YouTube and digital content needs in a much quicker and responsive manner. 2018 will be an important year in the growth of the company and Bing as a brand. Brand growth will be a main focus

for us next year, encompassing digital expansion and live entertainment through our CBeebies Land partnership and the first Bing Live theatre show in partnership with Minor Entertainment. We will also be launching new licensing and consumer product initiatives across apparel, toys, arts & crafts and food and drink.

"Digital expansion and live entertainment will be focuses for us next year." Lee Harris, Acamar The UK is a key territory for us in terms of growth, as is Poland. We launched our master toy line with Fisher-Price with the toy retailer Smyk last year and this will extend into additional retailers with new categories through 2018. In Spain we have a great partnership with Clan and plans are currently afoot for toys to launch in 2018. Having new senior leadership and a content distribution team in –house allows us to think more strategically about our rollout plans for the next five years.

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FOR LICENSING OPPORTUNITIES, PLEASE CONTACT US ON: EUROPE, MIDDLE EAST & AFRICA: Jason Rice Director of Brand Licensing Email: jason.rice@sega.co.uk Tel: +44 (0) 208 996 4568

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PlayFusion

PLAY EVOLVED Responsible for some of the most exciting tech advancements in the toy space, PlayFusion is breaking new ground in AR and connected play. Jack Ridsdale swung by the offices of this creative house to see behind the magicianâ&#x20AC;&#x2122;s curtain

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PlayFusion

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hen I arrived at the modern but unassuming Cambridge office building, the last thing I could have predicted was the day ending with me driving a real-life cold war battle tank, but as I quickly learned anything is possible at PlayFusion. Contrasting with the outer settings of an unreGerhardable business park, PlayFusion’s third floor office is bursting with colour. Displays of Lightseeker’s cute and quirky characters greet you at the entrance, complete with a wall lined with trading cards and life-sized cut-outs of Mari and Tyrax, the larger-than-life heroes of the connected play game. At the doors I am greeted by the company’s CEO, Mark Gerhard, who is quick to enthuse about the aforementioned pair of tanks sitting in the car park. “Just last week me and a few of the other guys here all got our road license for the tanks so we can take them down the pub later,” says Gerhard with a wink, “life’s too short not to love what you do.” “PlayFusion is an AI and robotics company founded by members of a team of game industry veterans from Jagex, who had previously developed Runescape,” explains Gerhard, introducing the company. “The core talent is a good eclectic mix including a lot of self-taught people and people from other academic

disciplines. Every thing here is proprietary. We’re working with our own languages and frameworks, so we just looked for the right culture, attitude and passion. PlayFusion develops all of its tech platforms in-house, combining the creativity and passion of its artists with some of the finest minds in tech. “We set out to be kind of a ‘Toys to Life 2.0’ but along the way we doubled down on our AR tech. Today our computer vision is industry leading.” ‘Computer Vision’ describes the process of computer technology working with cameras to understand the world around us, which is the key to creating the next generation of AR tech.

"Companies like Google, Apple and Facebook are trying to tackle the same problems we are." Mark Gerhard, PlayFusion “Really serious companies like Google, Apple and Facebook are trying to tackle the same problems that we are,” explains Gerhard. “We’ve generated just under $10 million licensing this technology.” At several points Gerhard even goes so far as to halt the interview to share with me

top secret, confidential details on projects currently in development. While detailing them on these pages would most certainly result in me being shot, I can assure you it was some truly mind-blowing stuff. “We’re going to be taking this tech even further forward with some big IP, that we can’t talk about yet,” he teases. “These are going to be some really cool and ambitious projects. This is the start of a journey and we’ve got a lot of incredible stuff to come.” In addition to its own toy line, PlayFusion has recently launched the new AR app for Toys R Us, Play Chaser. Looking beyond the world of toys, the applications for this kind of forward-thinking tech stretch on endlessly. “The end applications are limitless,” states Gerhard. “Anything your eyes can see, we can get the device to recognise it and add that magic to it.” It’s all incredibly ambitious stuff, and as Gerhard shows me around the office space, its clear that all of the staff at PlayFusion are bursting with the same wild imagination and passion as their charismatic leader. Almost every desk is adorned with zany characters from Teenage Mutant Ninja Turtles to the cast of Overwatch, with concept art and different iterations of Lightseekers decorating the walls. As I walk around I’m given glimpses of top-secret game projects being

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PlayFusion

programmed and artists hard at work. In the centre of the office sits a translucent cylinder, reminiscent of a decontamination chamber from a sci-fi film, filled with machinery. Gerhard explains that this enigmatic machine is a 3D scanning tool, a crucial component in the development of PlayFusion’s multi-layered toy brands. I’m walked through the firm’s server room and felt a pang of jealousy upon seeing the office’s fully kitted-out gym. In the break room we tiptoe around a pair of programmers locked in an intense cardgame duel. It’s at this point that a pair of enthusiastic producers step in to give me the lowdown on the game. “The card game has really picked up over time,” enthuses producer, Nick Cooper. “We’ve got two very clever senior designers, Benny Peczek and Chris Long who devised the game more or less in one afternoon based on all of the lore around Lightseekers, which ties into the game.” “We’ve done major events across the US and UK including Game Expo and PAX, as well as a fair few store visits” adds producer, Mark Faulkner. “It’s great to see a kid introduced to it and then coming back

the next day and beating all of us at our own game!” Talking us through their Toys R Us AR project, the pair begin to reveal the wider aspirations of PlayFusion’s AR tech. “This

"The fundamental premise of ‘stack ‘em high, sell ‘em cheap’ is flawed." Mark Gerhard, PlayFusion model could be applied to any catalogue or magazine,” continues Faulkner. As my visit to PlayFusion’s studio begins to draw to a close I have to find out the latest with PlayFusion’s headline toy franchise, Lightseekers, produced in collaboration with TOMY. “With the launch of the two new figures, we’re also launching new story content through the Lightseekers cards, which will fill out the world of Tantos,” adds Cooper. As the conversation continues I quiz Gerhard on whether switching from games to toys was a shock to the system.

“Of course it was hugely different and challenging for us,” agrees Gerhard, “and that’s through no fault in our partners, that’s just the way of that world. When the project began we were used to having an idea today, executing by day close, getting data on how well its performing and then iterating on that. It was an agile environment and switching to this longer development cycle was frustrating.” “That may be why the industry is suffering,” he muses. “The business model and fundamental premise of ‘stack ‘em high, sell ‘em cheap’ is flawed. It hasn’t adapted to the way people now consume. With our technology we’re hoping to provide solutions to that.” With a head filled with techno babble, my visit to PlayFusion comes to a close, but before I go, Gerhard has one last surprise for me. A ride in the official PlayFusion battle tank. The ride is an incredible sight. Emblazoned with the PlayFusion logo, the inside is decked out with LED lights, TV screens and a thumping sound system. As Gerhard invites me to poke my head out of the top of the thunderous vehicle I reflect on what a strange yet insightful day it’s been. January/February 2018 | toy news | 85

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Euromonitor Research

KNOWING YOUR AUDIENCE From the adult-led market in the US to the emergence of Asia Pacific, Euromonitorâ&#x20AC;&#x2122;s senior analyst of toy and games, Matthew Hudak casts an eye over the future of a shifting global toy-buying demographic

merging markets have led developed markets in terms of growth in traditional toy sales, and are expected to continue this trend over the period to 2021. However, while the difference in growth will remain consistent, the audience for toy sales in both markets is set to change. Emerging markets, as a whole, are seeing growth in the child population aged naught to 14 years â&#x20AC;&#x201C; the prime toy buying market. At the same time, they are also transitioning from a large number of young children in some markets to more pre-teens, teenagers and adults in others. Developed markets have seen low birth rates for years, and will be led by adult population growth, but

translating this to toy growth will be a challenge. These different directions of developed and emerging markets will set the stage for a new traditional toy industry dynamic and will force toy makers to adopt different selling strategies for each type of market. After a period of macroeconomic and currency issues, emerging market economies began to stabilise in 2016, and over 2016-2021, emerging markets are expected to continue to lead traditional toy growth globally. With economies stabilising in both markets, future differences in traditional market growth are expected to be shaped increasingly by demographic shifts. Developed markets are expected to see little to no growth in the size of the child population, and little

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Euromonitor Research

family formation, while emerging markets will continue to see noticable middle class household and child population growth. Emerging markets, as a whole, will be the primary source of growth in the young child population globally over 2016 to 2021. This growth will come largely from emerging Asia Pacific and the Middle East and Africa. At the same time, Eastern Europe is expected to see a wave of pre-teen growth, while Latin America shifts towards an older profile and is expected to see growth only in the adult demographic. Overall, this is demonstrating that while emerging markets are stratifying now, they will begin to cycle towards an overall older direction, as the high birth rates of Asia and Africa slow down and they too begin to transition towards more pre-teens, teens and adults. As such, toy makers will need to adopt strategies for the long-term that helps their brands connect with children and parents across age groups. The impact of shifting demographics within emerging and developed markets is most clearly seen within the expected growth of traditional toys for young children versus adults over 2016 to 2021. The majority of emerging markets are expected to see higher growth in sales to young children compared to adults. One notable exception is Brazil, where family formation is expected to slow considerably following recent macroeconomic and political issues. Within developed markets, an even more uniform trend is seen among key toy markets in the opposite direction, with adult toy sales outpacing sales to young children in nearly every market. Young children are the core growth market for traditional toys, driven by the Middle East and Africa and emerging Asia Pacific. Adults see less appeal in buying traditional toys for themselves. Eastern Europe and Latin America are seeing more adult/teenager toy growth as the population begins to age. More uniform direction, as young children have diminished impact on toy sales due to low birth rates and family formation throughout developed market. Teenagers and adults, especially in developed Asia Pacific, will expand their presence. North America is seeing growth in adult toys driven by board games, which could spread to other markets. As demographic trends continue to evolve, toy makers will benefit from taking a long-term view of a market to account for how today’s teenage and young adult consumers will eventually become parents by 2030 and shape a new generation of toy purchases.

Toys and licences that can establish their brand with one generation have a chance to be passed on to the next, or even be shared by both under the right circumstances, creating the opportunity to give brands long-term growth potential. Licences will be key in emerging markets to develop brands that resonate with young children and remain relevant as they age. While global licences, like Star Wars, are becoming more prominent in developing countries, there are also many local licences. Toy manufacturers, either through licensing agreements or acquisitions, could use these IPs to grow their brand name in a market, and also try to further spread these IPs globally, such as with Spin Master’s licence agreement with Masha and the Bear. With a new generation of children coming by the end of 2030, or a few years beyond, toy makers should look

"Emerging markets will be the primary source of growth in the young child population globally over 2016 to 2021." Matthew Hudak, Euromonitor

to the long term for ways to make sure their brands remain relevant. While 2030 may seem very far away, brands have been known to benefit from the staying power of being carried from one generation to the next, and eventually use that appeal to find a major resurgence in popularity carried by multiple generations. Pokémon was at the height of its popularity in the 1990s, following its introduction, but in 2016, when Pokémon Go managed to bring the brand back into the public eye, the combined interest of older adults who grew up with the brand as well as pre-teens and teenagers who were just discovering it, helped both the app and other Pokémon related products to grow immensely. Similarly, Magic the Gathering was able to move from immense popularity in the mid 1990s to a moderate fan base in the early 2000s, to once again being a major global games and puzzles brand worth $372 million globally in 2016, on the back of interest from young adults and pre-teens and teenagers. Establishing brands now can help encourage future generations of parents to share these brands with their children, or buy for themselves.

Euromonitor International is the world’s leading independent provider of strategic market research. The firm creates data and analysis on thousands of products and services around the world. Euromonitor’s Passport database provides insight on industries, economies and consumers worldwide, helping clients analyse market context and identify future trends impacting businesses globally. For more on Euromonitor and Passport, head to http://www.euromonitor.com/

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Generation Media

TOT’S TV Lauren Coombs This month Generation Media’s Lauren Coombs takes a look at the often neglected demographic of toddlers, to see how this young generation is consuming entertainment today Source: BARB 2017

t is no secret that children are getting older, younger, faster. With 65 per cent of three to four year olds using tablets (vs 55 per cent in 2016) and 29 per cent using mobile phones (versus 23 per cent in 2016) it is important that we understand pre-schooler’s media habits. However with no one tool reporting under the age of three; for example Ofcom registers statistics for three year olds upwards, BARB against four years plus and Youth TGI for seven years plus there is a clear gap in knowledge for how two to three year olds are viewing media. Similarly not one measurement system has managed to report across platform and devices. Yes, there is BARB’s Project Dovetail but this is currently only reporting against all individuals without reporting figures for the younger ages. By the time this comes into effect a new measurement tool may have launched. It is for this reason that we as agencies and marketeers should have a vested interest in understanding how your potential consumers are viewing content in order to plan smarter targeting opportunities. In the last year a revolutionary research project titled Kids and the Screen: Changing the Channel launched to fill this gap in the market. The study is unique in how it captures data using an in the moment, real time,

digital diary to record each and every occasion video content is viewed across platform. It is also focused on the child themselves with parents not being asked to record data in isolation, on behalf of their child, but with them there as part of the process. As many will know, TV trading is based on BARB consolidated viewing figures which is built on a sample size of 1,630 UK kids aged four to 15 year olds. This piece of research is focused on 1,600 UK Kids two to nine year olds alone, proving a robust measurement of how these children are watching content. With numerous articles being reported in the press proclaiming that TV is a dying channel, despite it still being the most cost effective route to target a mass number of children in a short period of time, it will be interesting to understand the answers to coveted questions surrounding the pre-school market. Questions such as are they watching more or less live TV, what are their viewing rituals across the week compared to weekends, term time & half term, how much on demand are they really watching and is YouTube their new ITV? To understand how you can learn more about the findings and future projects from the team here, please feel free to contact Maxine Fox on 0207 307 7916.

ToyNews PlayTime is provided by Generation Media 0207 307 7900 | www.generationmedia.co.uk

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12/12/17 15:04

BRUMMIE DELIGHT The NEC’s Hall 5 has become a staple of the toy fair season diet, offering children’s gifts and toys from across the industry, from the biggest names to the smallest of start-ups. Robert Hutchins talks to Alison Graham, head of sales at Spring Fair about why the show remains a must-attend for anyone in the toy business

Having welcomed over 58,000 visitors to the halls of Birmingham’s NEC last year, Spring Fair event is no small operation. Covering the entirety of the retail industry, the show attracts everyone from the smallest of independent retailers all the way to the nation’s multiples and major names, as they each search for the products to bring their stores to life for the year ahead. It should come as little surprise to all of us by now, that the Children’s Gifts and

Toys sector is among the largest and most vibrant on offer at the annual gathering, situated once again in the NEC’s largest area, the beloved Hall 5. “It continues to go from strength to strength and remains one of Spring Fair’s most exciting halls,” Alison Graham, head of sales at Spring Fair, Ascential Events tells ToyNews. “I like to think that the sector can be summed up succinctly as newness, trends, inspiration and most importantly, fun.

“Spring Fair’s 2018 Children’s Gifts and Toys offering will be all about the latest product launches from suppliers worldwide that tap into current trends, such as educational items that encourage children to learn while having fun. We will also see a move towards more traditional wooden toys and plush items. “In fact, visitors can expect to see, touch, feel and play with all these items and everything in between from puzzles and books to games and nursery items.”

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Spring Fair

Visitors to this year’s show, taking place from February 4th to 8th, will find one small change in the layout, as this year will see the Party sector move back alongside the Children’s Gifts and Toys sector. The move has been orchestrated in order to give retailers a smoother shopping experience for cross-buying and sourcing next season’s top-selling products. Not only that, but it’s a move that also reflects the current industry trend for retailers to diversify their offerings to attract more footfall and drive sales. And it is in this concept of diversification that the strength of Spring Fair comes to the fore, making it one of the most mustattend shows for the toy industry. “Simply put, there is no other show that provides the same cross-buying opportunities as us,” continues Graham. “While other shows tend to focus on one sector, be it gifting, greetings, tableware, home interiors or fashion, Spring Fair provides something for everyone and our 14 sectors cover all aspects of the gifting sector, providing unrivalled opportunities to source a diverse range of merchandise. “It’s a truly fantastic event for retailers and buyers looking to diversify to bring in new customers.” In addition to the sheer scale of products all housed under one roof for

four days in February, the team behind the project, Ascential, takes pride in the recognition that Spring Fair receives for being a hub of trends and insights and an invaluable resource for retailers and e-tailers up and down the country. “An example of how we really bring the trends and decode them is a brand new interactive feature that we will be

"Spring Fair is a fantastic event for retailers looking to diversify to bring in new customers this year." Alison Graham, Spring Fair

launching at the show this year,” explains Graham, talking of Atelier. “It's a new creative space that enables visitors to immerse themselves in visuallymerchandised rooms that showcase current consumer trends predicts what will be hot all the way through to 2020.” To do this, Ascential is bringing together content from trend forecasters and platforms such as WGSN, Pinterest, One Click Retail and Coloro in order to pinpoint the colours, pattern and shapes that will be in demand over the coming years.

The gallery-inspired feature will aim to provide retailers and buyers with a glimpse into the future, giving them a snapshot of trends that will come to the fore over the next two years, as well as help them identify the next hot products. Innovation and newness is the key to maintaining the strength of creativity in the toy space. It is with open arms in that case, that Spring Fair welcomes a host of first time exhibitors to Hall 5 this year. “Highlights include Playmobil, the longstanding children’s favourite and John Adams, which is famed for creating quality toy and games since 1967,” continues Spring Fair's Graham. “The brand will present its full range of craft kits, family games and dolls, including licensed characters. We will also be welcoming Colart, which manufactures world-class art materials that inspire and nurture creativity for children. “Independents, multiples and online retailers will also find an eclectic mix of big ticket items and smaller value products from some of the world’s most famous children’s gift manufacturers and distributors. “Aurora World, a global leader in plush toy and licensed character products; soft toy manufacturer Keel Toys; licensed product distributor Posh Paws; Great Gizmos, the leading provider of children’s toys and educational games; and House of Marbles are just a selection of those that will be present.” For those making the trip to the NEC this February, Graham recommends checking out the Spring Fair website to find a full listing of its newest features. The new Appointment Planner, for instance, has been designed as a matchmaking service to facilitate making connections with the right people. “I would also familiarise yourself with all of the show features that are happening in 2018,” says Graham. “While the exhibition floor is full of inspiration, Spring Fair has a wealth of other areas that will highlight new trends and business advice. “Our hugely popular workshops are delivered by retail experts and can be booked online. You have to be quick though, spaces do get filled very quickly,” she concludes.

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AMSCAN Amscan knows how to party, and with its new dress up ranges and balloons, it's teaching us all how to do it in style this year, too.

Amscan 01908 288 500 Leading party product suppliers, Amscan International will be showcasing a variety of its latest ranges for 2018 across the costume, partyware and balloon categories. Asmcan has expanded its fancy dress offering to include new additions such as adorable baby styles and licensed Disney Baby character outfits. Also new to Amscan’s dress up collection are licensed The Very Hungry Caterpillar and Elmer the Elephant styles. These styles are perfect for Book Week in addition to other new generic styles including story book characters and historical themes. The company has also expanded its Halloween dress up collection for 2018 to feature some frightful new designs, available for tots and adults. Little ones will love the new Cute Ghost, Pumpkin, Monster and Spider outfit for one to two, two to three and three to four year olds. For older children there is a fantastic choice of on-trend styles from the new Day of the Dead-themed costumes, ever popular zombies and even an inflatable pumpkin costume. As part of its licensed partyware collection, Amscan is excited to launch new Disney, Marvel and Star Wars party accessories. The ranges feature a mix of coordinating decorations and fun party favours, including much-loved characters Mickey and Minnie Mouse, Spider-Man and classic Star Wars. There is also a new range of licensed character piñatas to complement existing party ensembles. Don’t miss Amscan’s magical new collection of Unicorn balloons which make a fabulous gift or party decoration. The stunning range features an impressive UnicornAirWalker balloon, standing at 16cm high. New SuperShape balloons also join the range including Pastel Unicorn and Magical Unicorn. To complement the

balloons a new coordinating partyware ensemble is available for 2018, featuring tableware, decorations and party favours. There will also be the opportunity to discover Amscan’s exciting new collection of decorator latex balloons on the stand by popular global brand Sempertex. The opportunities for creating stunning balloon displays are endless with this extensive range of colours and patterns. The

range includes over 600 items providing a comprehensive offering for balloon decorators and enthusiasts. The Amscan stand will feature a selection of new items from its latest ranges from its collection of over 12,000 items available for the UK market. Find Amscan at:

Hall 5 Stand 5/110-KL19

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My Magical Sound & Lights Unicorn

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Gift Giving…all wrapped up Ambiente Frankfurt, Germany 9th—13th February 2018 Hall 9.1, C71

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Enesco Limited, Head Office & Customer Services, Brunthill Road, Kingstown, Carlisle, Cumbria, CA3 0EN. Tel: 01228 404022 email: trade@enesco.co.uk Overseas Customer Services: Tel: +44 1228 404066 email: eurosales@enesco.co.uk © GUND 2018. © 2018 Enesco Limited.

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GUND GILLIAN BLAIR National business manager

Gund is roaring into Spring Fair this year with a pre-historic collection of Dinosaur plush and animatronics. Read on to discover just how Gund will be sinking its teeth into toys this year

Gund 01228 404 022 Following the roaring success of its unicorn range, Baby Gund is proud to present a brand new pre-historic collection for the season. The Dinosaur Collection from America’s oldest and most prestigious soft toy company is sure to be a hit with family members both old and young. With softer premium fabrics and quality boa materials, items in the Dinosaur Collection are complemented by luxe details including faux suede applique and heavy embroidery. Presented in bright and vivid colours that are totally on-trend, such as fire engine red, cool greys and

hunter greens, items within the Dinosaur Collection are easily accessible and with a good price point too. As well as a range of fun and friendly plush dinosaurs within the collection, Baby Gund has also revealed the launch of room decoration formats, including wall décor and a jumbo t-rex. Completing the line-up is Chomper Animated Dino, a 33cm tall plush soft toy that brings the past to present day through his animated qualities. A Stegosaurus dinosaur, the plush is presented standing on his hind legs with arms out in front of his torso. His main body is a dark green shade, with his underbelly and cascading scales down his back in a complementing dark blue tone. The Chomper Animated Dino’s features are perfectly captured

through the use of back beads for his eyes, white teeth and red nostrils. Full of character, the Chomper Animated Dino is further brought to life through the clever use of animatronics. Simply pat his back to hear him roar, of which there are two variations, and watch his upper body and mouth move too. Chomper Animated Dino retails with an SRP of £49.95. The product is suitable for children aged three years and over, comes with a book hang tag and the fabric is surface washable. Chomper Animated Dino along with other items in the Dinosaur Collection are available to buy from Baby Gund. Find Gund at:

Hall 4 Stand 4H91

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â&#x201E;˘ and ÂŠ2018 SCG Power Rangers LLC. Power Rangers and all related logos, characters, names, and distinctive likenesses thereof are the exclusive property of SCG Power Rangers LLC. All Rights Reserved. Used Under Authorization.

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12/5/17 15:15

THE PUPPET COMPANY 2018 is looking to be a promising year for The Puppet Company and Wilberry as it heads to Spring Fair with a new collection of glove puppets, CarPets and a whole lot more PETER LOCKEY Director

The Puppet Co. 01462 446 040 The Puppet Company is showing over 40 brand new puppets at Spring Fair 2018, including a new collection of animal glove puppets. They are made with a different material to the firm’s normal classic ranges (Long Sleeve Puppets and CarPets) and this enables The Puppet Company to offer them at a very competitive price. According to the firm, the puppets are not designed to replace its current ranges, but to give the retailer a good, basic puppet that retails at just £7.50 while achieving great margin. The Puppet Company is also developing large Dinosaur Head hand puppets which will be in a range of different colours and will make an excellent addition to its Large Creatures collection. So far, the company has four main designs including T-Rex, Triceratops, Diplodocus and Stegosaurus. Each puppet reaches down to a child’s elbow and feature working mouths. Finished in a range of colours, these lifelike puppets feature striking attention to detail. Also new for 2018 is the addition of a Unicorn to the CarPet collection and a Sloth which is being added to both the CarPet and the Full Bodied ranges. The complete collection of over 700 puppets is available to view online now. Wilberry is The Puppet Company’s soft toy brand. This collection continues to grow with over 80 new styles being added for 2018. The success of Wilberry products is due to its innovative design, attention to detail, brand awareness and competitive prices. New styles include ballerina mice, cats, dogs, dolls, bears, fairies and more. The Puppet Company is introducing new soft toys to existing ranges and adding completely new collections using both knitted and printed materials. Many of

the designs are real statement pieces and RRPs range from £5.99 to £17.50. All the soft toys in the Wilberry collection are priced to allow at least 2.4 margin and some of The Puppet Company’s retailers are achieving over three times cost. “2018 is looking very promising for Wilberry and coming from The Puppet

Company, you know the quality and service will be second to none. Ask your agent to show you the new collection or visit our website to see what all the fuss is about,” said The Puppet Company’s director, Peter Lockey. Find The Puppet Company at:

Hall 5 Stand 5G60

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HIPPYCHICK JEREMY MINCHIN Sales director

Hippychick is grabbing the bull by the horns and racing in to Spring Fair this year with its new RodeoBull ride on and a selection of new Happy Hopperz. Hippychick’s marketing executive Kelly Linthorne and sales director Jeremy Minchin reveal the line-up here

Hippychick 01278 434 440 There is always a buzz in the industry surrounding Spring Fair, it is the perfect time of the year for a toy distributor that specialises in a number of outdoor toys to showcase new lines and fan favourites. Hippychick is excited to be bringing three new ranges to the show that have never been seen at Spring Fair before. Classic World, one of Hippychick’s newest toy acquisitions is a bright vibrant and educational collection of wooden toys. From blocks to a builder’s tool bench, Classic World has it covered. Although recognisable, Hippychick has handpicked new and exciting lines that complement each other as a capsule collection of what

Classic World has to offer. Since its launch, the range has been very well received by both independent and larger retailers. One set to speed ahead this summer is the RodeoBull – the original ride on carver with horns. It is a very unique product with its clever incline technology and long board wheels that work just like a skateboard. Recommended for kids aged two to seven, the RodeoBull features bull shaped horns for steering, and riders can lean into curves and corners as if they were riding a motorbike, while the rider remains steady at all times. Available in lime green, aqua blue, tangerine orange and hot pink, the RodeoBull even comes with a towing strap for tired riders. Possibly the most exciting in new product launches for Hippychick is its

brand new range of Happy Hopperz, the original inflatable animal bouncy toys. The collection has had a complete facelift, with new animals and colour options replacing all existing Happy Hopperz designs including new giraffe styles. One of the most hotly anticipated new arrivals is the Unicorn, a dream for old school Lisa Frank fans who want their children to inherit their interest in these magical beasts. Another firm favourite for the team is the new Triceratops, a modern update on the traditional Dinosaurs that were on offer. It's all on display at this year's Spring Fair so drop by and check the ranges out.

Find Hippychick at:

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FUNKO Star Wars, Harry Potter, Rick and Morty and all manner of things pop culturally relevant will be heading to Spring Fair under the Funko banner this year. Here, the firm details just what will be on display

Funko 0203 376 3223 Funko Europe is exhibiting at Birmingham Spring Fair this January and is bringing a host of new products, including its iconic Pop! Vinyl figures alongside further collectables, plush and homewares. The firm will also be showcasing its Loungefly range, a collection of licensed bags, purses and accessories, billed as a must-see for everyone attending Spring Fair this year. Looking for new ways to fill your kitchen? Look no further than Funko’s homewares collection. Funko will be showing a selection of its practical and eye-catching products, including teapots, mugs, storage tins and pizza cutters,

spanning across licenses such as Star Wars, Marvel and DC. And, if you loved Star Wars: The Last Jedi, then you’ll love Funko’s Porg Cookie Jar even more. It even comes complete with Porg sound effects too.

Loungefly is Funko’s most recent portfolio addition, reflecting the brand’s pop culture centric ethos. The range features licenses such as Disney, Marvel and Star Wars across backpacks, purses, handbags, accessories and more. You’ll also get the chance to see a large selection of Funko’s distinctive Pop! Vinyl figures from some of the hottest licenses such as Star Wars, Harry Potter and Marvel. Fans of TV, film, gaming and sports have plenty of products to look at, including lines from Overwatch, Lord of the Rings and Rick and Morty. Plush fans will love Funko’s new Star Wars: The Last Jedi feature plush range. Find Funko at:

Hall 6 Stand 6N05

PRETEND TO BEE The firm is returning to Spring Fair this year with a host of new launches from The Natural History Museum dress up costumes to Thunderbirds Are Go. Read on to find out what it has up its sleeves for 2018

Pretend to Bee 0115 921 5690 The annual Spring Fair is one of the busiest for Pretend to Bee who is returning to the NEC this year with a host of new lines. The Natural History Museum Dinosaur range has been a huge success for the company and this year the collection will be extended to include smaller sizes for babies from six months upwards. T-Rex and Ticeratops onesie style costumes are not only great for dress up occasions, but they also keep baby cosy and warm. New for 2018 is the headband collections, allowing children to accessorise and outfit and be whoever they want to be. Made from soft fabrics and comfortable bands, they feature

various characters including Squirrel, Badger, Fox and Frog. Look out for more fun and unique designs in late 2018 with sea creatures and pets all making an appearance this year.

Quality and attention to detail are themes that run throughout the whole of Pretend to Bee’s collection, making them popular with retailers. Pretend to Bee’s role-play costume range has an unparalleled number of different outfits including People Who Help Us such as a firefighter and paramedic, multicultural costumes, history costumes, occupations and more. The costumes allow children to explore a world of imaginative play and the Pretend to Bee range encourages them to explore the world around them. The licensed Thunderbirds Are Go range which due to new programming and the recent 50th anniversary celebrations, shows no signs of waning. Find Pretend to Bee at:

Hall 5 Stand 5K100

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RUBIE’S With Marvel’s Avengers: Infinity War and Black Panther hitting the screens alongside the next instalment from the Wizarding World of Harry Potter, Rubie’s is looking at a big year for fancy dress. Read on to find out just what it has up its sleeves for 2018

Rubie's 01491 826 500 Rubie’s continues to bring excitement and innovation to the world of licensed fancy dress. There’s a lot to watch out for as the firm will be showcasing new costumes inspired by upcoming movies such as Marvel’s Black Panther, Ant-Man and the Wasp, as well as Warner Bros.’ Fantastic Beasts: The Crimes of Grindalwald. One of the most highly anticipated upcoming Marvel superhero movies – The Avengers’ third outing, Infinity Wars is scheduled for release in the UK on April

27th. This has given Rubie’s the chance to bring together over 60 different superhero characters, offering a fresh new look. In addition to the My Little Pony Movie DVD release in February, Rubie’s has continued to refresh its core range of Rainbow Dash, Twilight Sparkle, Pinkie Pie and Fluttershy, giving all the My Little Pony fans a chance to really sparkle. The company also has a great range of accessories to accompany these costumes, including colourful hair switches and fun wigs. 2017 was a phenomenal year for The Wizarding World of Harry Potter. Rubie’s range of costumes continues to increase

in popularity. With Fantastic Beasts 2: The Crimes of Grindalwald hitting cinemas in November 2018, Rubie’s doesn’t doubt the Potter fans’ loyalty will continue to magically expand through 2018. If that wasn’t enough, Book Week 2018 is fast approaching. Thursday March 1st and Rubie’s is offering over 45 selected lines for this great event to celebrate authors, illustrators, books and most importantly to inspire children to read. With an extensive line, there’s something for everyone. Find Rubie's at:

Hall 5 F110-G111

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NUREMBERG TOY FAIR

With a mind-boggling exhibition space of 1.82 million square feet, Spielwarenmesse is easily Europe’s biggest toy event, hosting exhibitors from around the world hoping to make a big impression with their latest creations. Here, Jack Ridsdale catches up with the show’s CEO Ernst Kick, to find out what’s new for 2018 Amidst the settings of the medieval era northern Bavarian city, an historic yearly tradition is taking place in the form of the largest international toy fair, Spielwarenmesse. Inaugurated in 1949, and now hosted at the vast Messezentrum convention centre, Nuremberg’s own toy fair sees many tens of thousands visitors, over 70,000 to be more precise, exploring its halls and sharing a bratwurst and more than a few German beers with some 2,500 plus exhibitors from across the globe. This year visitors can expect a clear emphasis on newness, with around 100,000 new products appearing at the 69th annual event. The show is also introducing several new areas, focusing on growing sectors of the toy industry. “This year, we’re adding a new special show – ‘Toys meet Books’ – to our already successful special areas ‘Baby & Infant Articles’ and ‘Tech2Play’,” enthuses Spielwarenmesse CEO Ernst Kick. “This new zone is primarily aimed at book sellers keen to supplement their ranges with toys. In addition, the Trend Gallery in Hall 3A has an exciting new design. This is where we present the trend themes for 2018, ‘Explore Nature’, ‘Team Spirit’ and ‘Just for Fun’, and illustrate them with fitting products to make them more accessible to trade visitors.” Kick highlights the outdoor sector as a big area to watch this year. “I would say that the outdoor segment is currently experiencing high demand, which is reflected, among others, in ‘Team Spirit’,” said Kick. “This trend includes outdoor games that challenge teams to tackle different tasks and work together." The exhibitors as Spielwarenmesse run the gamut of toy categories including

"A visit here is a must for specialist retailers." Ernst Kick, CEO licensed, tech, traditional, wooden, arts and crafts, outdoors and more. “The colourful mix of market leaders and start-ups gives rise to a unique diversity of products. This enables visitors to gain a comprehensive overview of the industry and to find out about current trends and developments,” explains Kick. The licensed segment has come under some criticism this year, due to the underperformance of a few key movie titles. However, judging by the booming licensed sector at Nuremberg, licensed toys are still big business on the international commerce stage. “Market researcher Euromonitor International has revealed that licensed toys are developing much more

dynamically than conventional unlicensed toys,” adds Kick. Meanwhile, the ever-expanding world of tech is being awarded an increased focus at the show as the Tech2Play area celebrate its second year. “As soon as a new technology enters our lives, it can also be found in toys,” Kick continues. “By introducing the redefined categories Robot Toys, Virtual Play, RC Toys and Electronic Learning, we provide trade visitors with optimum guidance in this segment.” With the show’s continued growth and a firm finger on the pulse of the toy industry, it's clear that Spielwarenmesse has not budged from its place as Europe’s premiere toy event. “A visit to the Spielwarenmesse is an absolute must for specialist retailers and buyers. Over 2,850 national and international companies from more than 60 countries are represented here year after year,” concludes Kick. “Around 170 from Great Britain are at the show and they’re looking forward to your visit!” January/February 2018 | toy news | 103

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MATTEL The firm is heading into 2018 driven by the continued strength of Barbie, Thomas & Friends and Hot Wheels with a host of new launches under each brand. Here, Mattel outlines the new launches and big campaigns set to fuel it to continued success throughout the New Year

Mattel 01628 500 000 After a year of making headlines, Mattel is showing no signs of slowing down, with a stellar line-up of products and campaigns sure to continue to inspire kids far and wide into 2018. Continuing the campaign of female empowerment, Barbie’s ‘You Can Be Anything’ campaign will continue to showcase the stories of inspiring

women and help to build their emotional intelligence and their confidence. ‘If they can see it, they can be it,’ reads the campaign’s slogan. Barbie will live its purpose through new product ranges that show kids You Can Be A Chef and You Can Be An Athlete. Further ethnic and body diversity will be introduced in the core Barbie Fashionistas range, and in other segments including Barbie Dreamtopia and Careers. When it comes to early childhood development, Fisher-Price is continuing

to build brand affinity with mum with its ‘Let Kids Be Kids’ brand campaign. The campaign celebrates kids, what makes them unique and how parents can best nurture that inherent nature by just letting kids be kids. It also demonstrates how Fisher-Price offers different approaches to learning for different personalities, with toys to benefit all sorts of children. Innovative new product offerings include the BabyGear 2-in-1 Sit-to-Stand Activity Centre, entertaining little ones from baby to toddler with fun activities.

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While the Newborn Kick & Play Piano Gym enhances hand eye coordination and stimulates visual senses. The popular Infant Laugh & Learn range introduces new toys including the Puppy's Check-Up Kit and Smart Stages Learn with Puppy Walker, while continuing the popular Sweet Manners Tea Set, developing skills with shapes, colours and numbers. New to the Pre-school Think & Learn category, the Seek & Spell Penguin helps pre-schoolers discover all about the alphabet, phonics, and spelling. Fisher-Price is also continuing to develop its character brands range with the new Jurassic World in April with new products from Imaginext. Elsewhere, Shimmer & Shine introduces the Rainbow segment with new rainbow dolls, while Blaze and the Monster Machines launches the new Tune up Tires with Tow Truck Blaze segments. Bing continues to teach children about the world around them with Bathtime Bing while for Octonauts is the Peso Medical Kit, and Jetpad & Mini Vroomster for Go Jetters. In 2018 Thomas will be introducing kids to the bigger world around them through the wonder and awe of trains, providing a trusted friend for adventure and discovery. There will be changes to the episodic series plus the exciting release of the new ‘Big World, Big Adventures!’ film. Fun new products will continue to bring the brand to life with exciting additions including the My First Thomas & Friends

Railway Pals Track Pack, to expand existing playsets Destination Discovery, Mountain Adventure and Rescue Tower. While the TrackMaster Twisting Tornado Set, Minis Boost ‘n Blast Stunt Set and Adventures Robot Rescue join the different segments and Thomas & Friends Wood relaunches with new look engines. The most iconic race car toy line will also be speeding into Nuremberg with perparations in full swing for the brand’s 50th anniversary in 2018. The new ‘Challenge Accepted’ campaign celebrates how Hot Wheels ignites and nurtures the challenger spirit that lives within every kid. A series of exciting and dynamic activations will celebrate this iconic anniversary. Hot Wheels will also create a dialogue with mums to communicate the value of Hot Wheels play; Hot Wheels combines competition, experimentation and creativity to provide thrilling vehicle challenges that develop the skills and confidence kids need to take on the world. Hot Wheels will ignite the challenger spirit with expansion of the Track Builder range with Stunt Boxes, the ideal kit to start your Track Builder Hot Wheels collection and a re-launch of Hot Wheels City with animal themes, motorised and colour-changing elements to extend imaginative play for younger fans. The Hot Wheels brand will also launch special edition Zamac Flames and Black and Gold 50th Anniversary cars with a gold chaser car available for fans to track down and collect.

Not to be left out, girls will find plenty to enjoy at Mattel’s stand as well, with Enchantimals, the adorable animalthemed girl’s property which launched in Summer 2017 celebrates caring and compassion towards all living things. In 2018 it introduces new character and product launches including themed playsets and vehicles, along with all new content. Turning to the world of games, Mattel is switching up the classics with the Scrabble Deluxe and Junior editions, gearing up for the amazing 70th Anniversary celebrations in 2018. A bumper year will kick off this milestone, with a digitally led marketing campaign, partnerships and PR activations. The Mattel games portfolio is ever evolving including fun games for kids and adults, 2018 sees expansion to the classic card game UNO bringing kids exciting licensed editions with new themes, extended features including Pop Culture to ultimate party game Pictionary and new Escape Rooms Box game requiring players to crack codes and unlock hidden clues. Mattel also offer a dynamic portfolio of partner brands with new excitement in 2018 with partners including; Disney Pixar’s Cars 3, DC’S Aquaman, DC’s Batman, Jurassic World, WWE and DC Superhero Girls.

Find Mattel at:

Stand 12.2 / P15 January/February 2018 | toy news | 107

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JOHN ADAMS BRUNO GALLONE sales director

The firm is proving to everyone that it has the moves thi year as it launches its Strictly Come Dancing board game to a nation of ballroom lovers. Read on to find out what else the firm has in store for 2018

John Adams 01480 414 361 John Adams will be heading to Germany’s number one toy event with a host of exciting surprises in store for 2018. Building on the firm’s successful heritage in creative play craft, the 2018 portfolio boasts over 20 new and refreshed product lines. Face painting just got easier with Face Art. Just choose your stamp design, paint it and apply for perfect results every time. Meanwhile, little fashionistas will love Hair Wear, creating fabulous fashion hair accessories to wear and share; either in their own hair or as colourful jewellery and pretty bag decorations. Enter the glitterverse with the new Glitterizz range. Kids can get creative, personalising pictures with five themed sets to add sparkle to, while keeping mess to a minimum. Elsewhere, eZee Beads has added four new lines across key price points, including Emergency Vehicles, Trucks, Jewellery and a Blossom Tree set. There’s also a new refill and accessory pack for added play value. Pre-schoolers can bring imaginations to life with Playstuff Dough Play Worlds. These dough kits all come with fold out double play area packaging, which feature an illustrated play scene. Continuing the theme of building, little ones can flex their creativity with new Fun Bricks, a range of building block for children ages one and half and up. In the STEM space, John Adams continues to lead the way in the action science category. Rainbow Science allows kids to create magically colourful and rainbow themed projects. Code and Connect teaches first steps in coding, circuit building, problem solving, planning

and sequencing, with the help of Volty, the fun codable robot. Explore life on the red planet with the Mission to Mars set, which has five space related projects. For those who want a little companionship, John Adams is introducing Soggy Doggy’s Friends, a line of squishy and hilarious interactive pups with their own personalities. Take them for a walk on their lead, watch them chase their tail and even hear them snore. Ramping up the action is Hamster Race, an adrenalin-fuelled game which sees Hamsters racing around the board collecting cheese as they go. Test your nerves with Tumbling Monkeys, just pull out the sticks from the tree but don’t let the monkeys fall. Trivia fans will love the 5 Gold Rings family board game - based upon the new TV show hosted by Phillip

Schofield. The goal is find answers on a LED screen by using large rings. Fans of the world’s most perplexing puzzle can take on a new challenge with the Rubik’s 4x4 Cube. Rubik’s Battle is a quick-thinking, fast-action card game. Can you be the fastest to spot unique colour matches? Rubik’s Flip is the new head-tohead strategy game with only eight moves per player; place a tile into the grid then flip one of your opponent’s. Last but not least, John Adams introduces the Strictly Come Dancing board game, featuring cheeky challenges and Strictly trivia, there’s something for all the family to enjoy.

Find John Adams at:

Hall 5 Stand B69

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EOLO As one of the market leaders in outdoor toys, Eolo are taking play to the next level with an expansive range of licensed and original products

Eolo UK - sales@geemac.co.uk Int. - sales@eolohk.com With over 35 years developing, manufacturing and selling outdoor active toys, Eolo is securing its place at the forefront of the toys space with a packed slate of news for spring/summer 2018. Eolo has outlined its goal to make kids get active by introducing classic lines with innovation and a unique touch. Featuring a stable of licenses including the likes of Disney, Marvel, Star Wars and Minions, there’s no limit to the fun and imagination Eolo’s products can bring to a child’s playtime this year. First up is the Aqua Gear line. Gear up for the water battle, wearable water blaster, shield and targeted goggles. Perfect for those hot Summer days, Aqua Gear adds a whole new dimension to water gun battles with new spins on the traditional summer toy. Just hours after the launch of the much-anticipated Avengers: Infinity War trailer, Eolo Toys announced it had signed an EMEA deal with Marvel to bring the firm's iconic characters to its Helix Flyers range, the company's flagship range for 2018. The product, a flyer which includes an easy launcher and requires no use of batteries, takes consumers back to traditional outdoor play. Kids can get in on the action with Avengers and Spider-man

Alex Prieto, Director of Fun How has the year been for Eolo? It was a fun year! We are in a sweet moment with lots of things happening. In 2017 we launched Aqua Creatures which was a great success for us. Also licenses like Avengers and Spider-man worked well.

Helix Flyerz make your super heroes fly up to 10 meters. The firm has already secured the product in 12 markets, with exclusive distribution deals and TV MKTG. "Both the product and TV commercial look amazing. We are very excited, as 2018 will be a great Marvel Year," read a statement from the Eolo team. The product release is scheduled for the spring-summer 2018 campaign. Create your favourite Disney characters in sand with Disney Sandtastic, shape it a decorated to make it come alive. Works with beach and kinetic sand. Finally, Funtrix combines the age old pastimes of diabolo, spintop, yoyo, poi, cat’s cradle, skipping rope and juggling with technology using the unique Funtrix App. With Funtrix Juggling, kids can become a juggling expert in no time at all Why is Nuremberg toy fair important for Eolo Toys? Nuremberg is a great opportunity to show new lines and future plans, everyone from European Toy industry is there. And why not take the chance to drink lots of German Beer! What is the market looking like for 2018 for you guys? Looks like a strange year ahead, lot of uncertainty and lots happening. This

thanks to this original product, with the potential to learning new skills. All of Eolo’s products are designed in-house and are made and produced from the firm's own tooling which ensures that each product maintains a standard of originality and innovation. EoloSport HK currently sells in more than 30 countries with offices in Hong Kong, Spain, and the UK showroom with partner Geemac. “We always try to develop unique concepts and own tooled toys,” said Alex Prieto, speaking about Eolo’s licensed ranges, “in this sense license means a great development opportunity for us and a way to protect our developments against potential copies.” Find them at:

Hall 12 Stand H4-7 is making decision making slow and retailers to minimize risks. Traditional toys seem to be a secure bet but at the same time development is the real key to staying ahead. Why is the outdoor market showing strong growth? There is a big concern on sendetarism and obesity, parents want their kids to be more active and play outside like they used to do.

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PYRAMID INTERNATIONAL BARBARE KROL Export Sales Manager

The international home of pop-culture merchandise, Pyramid will return to Nuremberg Toy Fair this year with an incredible slate of inspired products with licenses ranging from Mickey Mouse to My Hero Academia

Pyramid 0116 284 3640 Known for its colourful, pop-culture inspired decorative items, Pyramid International is expanding its reach this year with products ranging from Doormats, Stationery, Posters, Wall art, Homeware, Gifting supporting over 250 active licenses the most popular of which include Marvel Comics, Harry Potter, Star Wars, DC Comics, Game of Thrones and Nintendo that continue to dominate demand in Europe. The company has also continued its expansion into the region, with the opening of its continental office and showroom in Germany, helping them better meet the needs of its customers. Such was the success of this office; the firm is excited to announce the opening of a further European office and showroom in France in the coming year. 2018 looks to be a banner year for movie franchises with titles including Avengers: Infinity War, Jurassic World: Fallen Kingdom, Solo and Fantastic Beasts: The Crimes of Grindlewald sure to drive colossal box office numbers, driving the demand for products and the opportunities for retailers. Pyramid will

Robert Ling, Marketing Manager How has the year been for Pyramid? 2017 has been a good but tough year for Pyramid International. Brexit’s impact on the strength of Sterling and the continued instability due to the negotiations, have meant that Pyramid have had to adapt.

be supporting all of the aforementioned releases with products across its range of product categories. Having exhibited for many years at the Nuremberg Toy Fair, Pyramid will be Why is Nuremberg toy fair important for Pyramid? Nuremberg is now a truly global show. Retailers from all over, now make the trip to Germany which means the opportunity for business is fantastic. Alongside this, it also has the massive advantage of being one of the few shows in the year where buyers are actually attending with the intention of placing orders which makes it a pivotal one to attend.

presenting a multitude of new things for the first time to the European market. On its product side, this exciting medley includes beautiful Storage Boxes, Classic Clocks, innovative Shaped Mugs, newly designed Heat Change Mugs, unique A5 Flexi-Cover Notebooks and a fabulous range of gift sets. All of which are sure to help retailers hit new heights in sales. These new products will be alongside a number of display concepts including a full-size display for Mickey Mouse’s 90th anniversary to help retailers make the most of the iconic Disney mascot's birthday celebrations. For those who love anything cute Pyramid has announced an all new license in the form of adorable cat Pusheen. Meanwhile fans of Japanese animation will be delighted to learn that cult classic Death Note and the latest anime craze My Hero Academia will also be joining the Pyramid portfolio. Pyramid International's range of products and licenses means it can offer a solution to any retailer allowing them to capitalise on the almost endless volume of opportunity. No matter what your taste, theirs is indeed is a stand not to be missed. Find Pyramid at:

Hall 12 Stand A-09 What is the market looking like for 2018? People love licensed products, they provide a great way to add a touch of personalisation to our homes or desks, and I don’t see this changing in 2018, certainly for the evergreen licenses such as Nintendo, Marvel Comics, Harry Potter, DC Comics, Star Wars and so on. Then there is the incredible slate of movies in 2018 such as Avengers: Infinity War, and Jurassic World 2 January/February 2018 | toy news | 111

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MAGIC BOX TOYS Collectable specialists Magic Box Toys is heading into 2018 with a supercharged new line that injects some magic into everyday grocery items

Magic Box Toys 01403 251286 Magic Box Toys, the collectable toy specialists behind such hit franchises as Star Monsters and Zomlings is excited to reveal its brand new range SuperZings – Rivals of Kaboom!, which can be seen in full at Nuremberg Toy Fair. Hitting UK shelves in January 2018, the SuperZings are everyday objects brought to life in a fun, comic ‘Hero vs Villain’ rivalry theme. Clad in iconic superhero capes and eyemasks, there are more than 80 multi-coloured characters to collect, each with a matching ‘rival’ which adds a fun new dimension to the collectible mechanic: unwrap a hero orange – ‘Mr C’ – and you’ll want to find his rival, ‘Jack the Juicer’! The residents of Kaboom City are made up of 36 regular characters available in two

different colour-themes plus six silver and two gold rare and one enigma, the super rare SuperZing. The figures all have their own superpower and profile and use colourful collectible pocket-money-friendly Supercars to get around (eight to collect) and live in cool Hideouts (eight to collect) which can also be used to launch characters into the air. The core collectable range includes blind bags, hideouts and supercars, each at different price points. There is also a great value Starter Pack (RRP £5), plus a Blister Pack (RRP £7) containing four SuperZings, two Hideouts and an exclusive SuperDisc Blaster. In addition, there’s an even wider range of toys for fans to expand their collection with, such as the Kaboom Trap to imprison villains that comes with two exclusive SuperZings (RRP £5), plus a Mission Pack (RRP £12), which provides hours of play.

SuperZings Series One will be supported by a significant launch marketing campaign including TV, digital, social, unboxings, PR and webisodes to introduce the characters and their rivalries. In addition, Magic Box Toys will be rolling out a brand new school classroom initiative. SuperZings Show & Tell Super Heroes. Targeted at Year One classes, and has been designed to specifically turn the popular Show & Tell classroom moment into a much bigger and more engaging experience for five- and six-year olds across the UK, with the help of the new SuperZings characters. An initial wave of 200 schools will receive a free pack containing everything they need to create unique and memorable Show & Tell moments in primary school classrooms across the country. Find Magic Box toys at:

Hall 10.1 Stand F24

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POSH PAWS The biggest name in licensed plush is heading to Nuremberg this year with a new slate of adorable products, sure to delight little ones everywhere

Posh Paws 01268 567 317 Posh Paws has a packed line up in 2018 with its top Disney ranges as they prepare to celebrate the 90th anniversary of the most iconic Disney star of all, Mickey Mouse himself. Elsewhere, Posh Paws’ Winnie the Pooh range is a major focus, with TV advertising

bringing the range to living rooms across the nation in the spring. The My Teddy Bear Pooh range will be a must have for all ages and includes Pooh in his classic red jumper, Eeyore, Piglet and Tigger. Available as 7”, 10” and XL sizes. Also available as part of the Winnie Pooh collection is Winnie the Pooh Vintage, Winnie the Pooh Dangles and Winnie the Pooh Cuties , as well as a collection of 10 inch hand puppets.

The Disney Collection will be released in “squads” of six, each character is adorable with super large, glittery eyes that instantly attracts attention. Squad A’s characters launch in January and will include such beloved Disney icons as Cinderella, Winnie the Pooh Minnie Mouse, Dumbo, Winnie the Pooh and Tigger. Find Posh Paws at:

Hall 5 Stand B90

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BLADEZ TOYS Building on their successful partnership with Hot Wheels established earlier this year, Bladez Toys' 2018 lineup is packed with premium products IAIN MORGAN CEO

Bladez Toys 02392 658 255 Proud to be recognised as the trusted toy drone range that is dedicated to children aged eight to 12, Bladez is showcasing new additions to its Hot Wheels Drone Racerz, as well as introducing higher end drones under a new sub-brand DRX â&#x20AC;&#x201C; Drone Rotor Cross. Following the successful launch of the Hot Wheels RC Drone Racerz last October,

the focus turns to driving collectability, encouraging customisation and adding more play value. One of the key selling points of the Drone Racerz sets is that vehicles are compatible with all Hot Wheels track so a series of Vehicle Booster Packs will be launching later this year. With a commitment to offering more innovative ways for younger kids to practise and master their flying skills, there is something for all skill levels within Drone Rotor Cross. Starting at the Nano end, the

compact Hot Wheels DRX Hawk Racing Drone has multi speed settings for different skill levels. Finally, the Stingray Racing Drone is a fast to fly drone featuring top grade tech, altitude control, auto hover, take off and land and comes with impact resistant rotor blades. For exciting and innovative RC products, look no further than Bladez. Find Bladez Toyz at:

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HTI 01253 775544 HTI, one of the world’s leading licensed toy firms, with such brands as Peppa Pig and PAW Patrol in their stable of licenses, are introducing a new range of JCB toys, building on its 18-year strong licensing partnership with the heritage brand. Since taking the license for JCB in 1999, HTI has continued to release high quality replica toys of the real machines to the 5-10 age market and the new launches for 2018 to be previewed at Nuremberg are no exception. Heading up the new offering are the JCB Small Light and Sound models. The smaller scale, six inch toy range includes a Wheel Loader and Excavator, which are true replicas of the iconic construction vehicles, plus a Helicopter and Site Master Pick-Up. With light and sound options, the packs will be available as single units or 2, 3 and 4 packs. The Wheel Loader has a functioning bucket, free-wheeling wheels and engine and operating sounds. The Helicopter has manual rotating blades, with helicopter engine and chopper noises as well as working lights. Children can have fun with the Excavator with its moveable arm and bucket allowing them to dig while playing with the rotating cab and the Site Master has light and sound functions including engine and operating sounds. The Light and Sound range is a great compliment to the successful Light & Sound Heavy Load Transporter which launched in AW15 as the vehicles cleverly fit into the holding ramps for added play value. Find HTI at:

Hall 12.2 Stand P09

Rainbow 01329 227300 Home of classic characters, Rainbow Designs has launched a host of eye-catching new toy and nursery collections that will be out in full force at Nuremberg Toy Fair. The beautifully styled Classic Winnie-thePooh Signature ‘Hundred Acre Wood’ collection very successfully made its debut in stores this autumn. The new collection celebrates the heritage of Winnie-the-Pooh and his friends in an array of beautiful nursery plush essentials including Ring Rattles, Comfort Blankets and Character Plush toys. Meanwhle, kid’s favourite Miffy returns with the Classic Miffy Collection, with a line of adorable toys that harkens back to simpler times with its adorable, minimalistic style. Finally, Rainbow will also have on display a number of exciting new additions to the ever-popular Peppa Pig for Baby collection including a new dual pack of Peppa and George attachable Activity Toys with multiple textures and features. Find HTI at:

Hall 1 Stand E22

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RAV_ToyFair_FrontCover_2018_FINAL.pdf

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Toy Fair 2018 Show Preview

Endl ess creativity C

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DISCOVER a brand new range at Toy Fair

Gravity enabled f ast actions

TOY FAIR E140 SPRING FAIR 5 L18

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Come see the full range on the Ravensburger stand

Ignite your Mind®

5000 Rush Hour C

DISCOVER Exciting NEW games

CMY

Break Free Game

Make ‘n’ Break Game

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TOY FAIR E140 5 L18 SPRING FAIR 12/5/17 14:55

TOY FLAIR

When London’s Olympia plays host to the annual Toy Fair each January, it does it with real panache. London Toy Fair’s Head of Operations, Majen Immink tells ToyNews what makes 2018’s offering the biggest show in town

Hi Majen, how have you seen Toy Fair evolve and grow over recent years? One of the things that Toy Fair always delivers is that it always showcases a plethora of fantastic, new and innovative products, both from established and new companies to the fair. The industry is always evolving and so does the fair. The same applies to established retailers who are always evolving their means of delivery, or their store layouts and their offerings and are looking for what the consumer wants today. How are you looking to top the success of last year's show this time around? There is always ways to improve the show, hence we are continually listening to feedback to ensure the show evolves accordingly. The team works hard to ensure a smooth operational process, however, ultimately the success of the event depends on the level of business taking place. We strive to create the best platform possible for the industry by ensuring a packed floor plan, combining large brands with smaller companies looking to make their mark and working hard to get the right visitors to the show. This year, Toy fair TV and the Demo Zone will be back, giving exhibitors the chance to maximise their brand exposure across the halls, as well as the end of show Charity Trolley Dash. We have maximised the floor space as much as possible this year to meet the appetite for stand space and the Greenhouse Area has also expanded to its largest footprint ever in order to accommodate the growing talent and innovation in the industry.

What new experiences can we expect to find at London Toy Fair 2018? As well as the incredible returnee rate, we have had one of the largest ever number of new exhibitor applications so most of all visitors can anticipate a number of new faces and with it some exciting new products to discover. For 2018, we have rebranded to create Toy Fair’s Hero Toys, a showcase of some of the most exciting toys at the show. The winning products are selected by independent toy industry experts and the BTHA and will be displayed outside the Press Office at Toy Fair. So make sure you pop along to check out the winners.

What makes toy Fair the biggest and best show to visit this toy fair season? Toy Fair is the largest toy, game and hobby trade exhibition in the UK. Visitors get to explore the very best in innovative toy design from the UK and beyond. The UK is renowned for its exceptional, creative toy design, and you can see it first hand, especially in the Greenhouse Area which was introduced 15 years ago. What tips can you offer people visiting for the first time? Plan ahead, review the online Exhibitor list and make as many appointments as possible. There is so much to see at Toy Fair.

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198

202

195

185

190

180

175

200

ROLLER SHUTTER DOORS

157

158

155

TFTV Demo Zone

Toy Trust Coffee Lounge

Press Office & Toy Fair's Hero Toys

ROLLER SHUTTER DOORS

UPPER WEST

Product Guide

160

165 162

174

178 Chaperone Lounge

GRAND GALLERY

GREENHOUSE EXHIBITORS

ACCESS REQUIRED TO LIFT MACHINERY ROOM

GH70

G125

G120

G115

GH72

GH51 GH48

GH26 GH21

F115

G101

F110

F101

GH54 GH45

G90

E135

E150 E149

E130

E131

E125

E120

E129

E109

E99

E89

H44

H42

H30

H36

H40

H20

H39 H1

GH05

GH28 GH18

GH44

GH29

GH42

GH30 GH16

GH57

GH31

GH58 GH41

GH32 GH15

GH59

GH33

GH62 GH39

GH34 GH13

GH37

GH36 GH11

G46

G65 GH06

E79

G20

G30

G40

G10 G15

G25

G66

GH08

F40

F46

F50

F66

F44

GH10

F36

F20

F25

F16

F10

F15

F42

STAIRS TO/FROM GALLERY

Info Desk

E90

E100

H46

H50

E70

E115

E119

F90

H65

GH04 GH01

GH09

F100

E140

GH46

GH03 GH02

GH20

G110

Lift No. 4

H52 GH24 GH23

G100

G122 G135

GH65

GH50 GH49

GH73 GH78

G119

West Hall Cafe

GH68 GH67

GH69

GH71 GH79

E50

E66

E46

E69

E30

E40

E49

E39

E20

E35

E16

E21

E10

E15

VISITORS ENTRANCE

E9 E1

D109

D36

D98

D20

D35

B150

B149

B130

B121

C50

C45

B50

B45

D11

C42

B115

THE TOYMASTER MEMBERS LOUNGE

B98 Make Time 2 Play Lounge

B100

B90

B96

B99

B95

B85

WEST GROUND

B80 B82

B70

B78

B75

B60 B65

B56

B40

B49

B35

B25

B22 B30

B20

B12 B18

GH01 GH02 GH03 GH04 GH05 GH06 GH08 GH09 GH10 GH11 GH13 GH15 GH16 GH18 GH20 GH21 GH23 GH24 GH26 GH28 GH29 GH30 GH31 GH32 GH33 GH34 GH36 GH37 GH39 GH41 GH42 GH44 GH45 GH46 GH48 GH49 GH50 GH51 GH54 GH57 GH58 GH59 GH62 GH65 GH67 GH68 GH69 GH70 GH71 GH72 GH73 GH78 GH79

Chemtrac Tractor Ted PAGL Savvy Games EasyRead Time Teacher Hang Wing Plastic Industry Holibob Bear Little Boffins Aardvark Swift A Girl For All Time Forever Collectibles Stepping Stones Marketing Elf on the Shelf Creative Double Star The Toy Project Shantou Chenghai Kunyang Trade Co. Eurofins Push it Games Jumini Muro Max Mindpower AugmentifyIt Progressive Pre-School Pursuit nha Keak Rungrueang Co. Ltd Keak Japan Co. Ltd Bureau Veritas Toy World Fandn International Ugears Mechanical Models Green Elephant Trading Trido Simbrix - Connect & Wow Bildy Mojo Nation Rainbow Eco Products Stems Chameleon Kidz 1 Two Kids Articulate Gallery The MiniMaster Sports Company Alphabet Pie Getretro.co.uk Xiamen Chituo Teddybots Kooshi Playpress Toys OTL Technologies Spiral Game Splendiferous Marketing Shantou City Bld Industrial Co. Ltd Taizhou Florish Brixies

GRAND GROUND

1 Two Kids....................................GH54

Bureau Veritas CPS UK Ltd.......GH36

FabLab.............................................G10

H Grossman...................................E49

6 Suits – The Playing Cards

Carson Dellosa.................Gallery 149

Fashion Angels...............................E66

Guangdong Bana Toys...............G115

Revolution .....................................H20

Cartamundi UK.................................H1

Fiesta Crafts......................................D2

Halilit................................................E90

8th Wonder...................................G110

Casdon............................................E30

Flair Leisure Products...................E39

Hama................................................E66

A B Gee of Ripley..........................B40

Chameleon Kidz.........................GH51

Plexistix............................................B50

Hang Wing Plastic Industry........GH6

A Girl for All Time........................GH11

Character Options.......................E119

Folkmanis Puppets.......................H36

Hasbro UK.....................Gallery Suites

Aardwark Swift Recruitment....GH10

Cheatwell Games..........................F20

Forever Collecibles....................GH13

Headu................................Gallery 648

Accentuate Games.......................G65

Chemtrac.......................................GH1

Frenzi...............................................H20

Heimess.............Gallery 420 and 315

Ah-Harri..........................................H20

Clarendon Games........................F115

Funko.............................................E130

HEO.................................................F101

Alpha Toys.........................Gallery 632

Clementoni ......................Gallery 140

Funrise.............................................G90

History Heroes......Gallery 420 & 315

Alphabet Pie................................GH59

Click Distribution UK.......Gallery 120

Fuzzikins..........................................G10

Holibob Bear.................................GH8

Amerang............................Gallery 215

Click Europe Ltd..............Gallery 640

Galileo.............................................C50

Hornby Hobbies............................B20

Animagic.........................................B70

Cobi Toys......................................G101

Galt Toys............................................E9

Hornit..................................Gallery 122

Aqua Dragons................................E79

Coiledspring games......................E35

Games Workshop............Gallery 198

House of Marbles..........................F40

Arithmanix.....................................H20

Craftbox..........................................G10

Gamewright...................................E35

IMC Toys........................................E129

Arckit..............................................GH2

Crafty Kids.......................................E50

Geomag.............................Gallery 501

Indigo Jamm.................................H40

The Articulate Gallery...............GH57

Crayola............................................B70

Geosmart.........................................F36

Information Desk...........................E70

Asmodee UK................................E109

D’arpeje..............................Gallery 190

Getretro.co.uk............................GH62

Insect Lore.....................................G30

Asobi..................................Gallery 124

Depesche UK.................................H50

Getta 1 Games..................Gallery 185

Interplay..........................................G10

Augmentifyit .............................GH30

DGL Group...................................G135

Gibsons............................................E40

Interstar...........................................E90

Aurora World................................D35

Djeco................................................F90

Ginger Fox.....................................B115

Intertek ...........................................G66

Authentic.......................................C50

DKL Marketing................................E66

Global Industry BV.........................F25

Iplush................................................F25

Bandai UK........................Gallery 600

Doron .............................................E90

Global Opportunities....................B80

Jazwares.......................................B100

Battlefront Miniatures.................D98

Dracco...........................................F100

Globber...........................................C50

Jetson Electric..................Gallery 155

Bertoy............................................G46

Dress Up America Ltd..................G40

Globe Runner................................H20

John Adams Leisure...................G100

Big Potato Games ......................H46

Drumond Park................................B70

GOGOPO........................................F46

John Crane.....................................E20

Bigjigs Toys...................................H39

EasyRead Time Teacher..............GH5

Goki.....................Gallery 420 and 315

Jumbo Games...............................E46

BinaryBots.......................Gallery 635

Eduk8 Worldwide.............................F1

Goldbrick Games...........................F44

Jumini..........................................GH26

Bladez Toyz.....................Gallery 123

Edushape........................................E90

Golden Bear Products..................E69

Juratoys.........................................B121

Bladez Toyz...Café...........Gallery 545

The Elf on The Shelf..................GH16

Great British Sewing Bee.............E89

JWS Europe ...................................B96

Brainstorm.....................................E79

Engino.net ........................Gallery 144

Great Gizmos.................................G20

K’Nex...................................Gallery 510

Breyer.............................................E66

Epoch Making toys.....................B130

Great Pretenders International...B75

Kapla...................................Gallery 143

Brixies..........................................GH79

Esdevium Games.........................E109

Green Bean Collection................B99

Kathe Kruse....................................B50

BTHA Exhibiting Members Lounge

Eurofins Consumer Product Testing

Green Board Game Company ...E15

Keak Japan Co Ltd.....................GH34

.........................................Gallery 2015

Services........................................GH23

Green Elephant trading............GH42

Keel toys..........................................B60

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Product Guide

Relaxation Garden

220

Turner Media Innovations Lounge

100

108

105

119

110

123

122

120

128

124

143 140

130

HASBRO 144

218

215

145 146

320

318

316

312

315

310

305

308

210

400 550 Charging Zone

545

147

420 STAIRS TO/FROM GALLERY

510

540

Bladez Toyz Pitstop Cafe

148

501

505

520

149

500

150

152 205

650

648

645

640

635

630

632

BTHA Exhibiting Members Lounge

600

153

198

202

195

185

190

180

175

200

ROLLER SHUTTER DOORS

ORGANISERS OFFICE

TFTV Silverstream

160

165 162

174

157

158

155

TFTV Demo Zone

Toy Trust Coffee Lounge

178 Chaperone Lounge

Press Office & Toy Fair's Hero Toys

ROLLER SHUTTER DOORS

UPPER WEST

GRAND GALLERY

Keycraft Global...............................F46

My Fairy Garden.............................G10

Savvy Games.................................Gh4

Think Distribution.............Gallery 147

Kidicraft...........................................H30

My Living World.............................G10

Scentco Scented Stationery........E66

Think Fun.........................................E35

KidKraft............................................F50

My Mermaid Lagoon....................G10

Schleich.............................Gallery 100

Thought Machine............Gallery 200

Kids@Play...........................Gallery 180

Nella the Princess Knight.............B70

Scratch Traditional Toys...............E66

Titan Merchandise........................C42

KidsOut...............................Gallery 152

The NPD group.................Gallery 146

Seek’o blocks..................................F25

Theo Klein.......................................B25

Orchard Toys..................................B12

GH70

GH68 GH67

GH69

Kooshi..........................................GH68 West Hall Cafe

G135

GH26 GH21

Learning Resources......................D36

E135

E150 E149

E130

E131

G120

G101

GH46

GH54 GH45

G90

GH44

Oxford Diecast..................Gallery 195

GH42

F115

F110

GH57

F101

F100

F90

E129

E115

E119

E109

E99

E89

H44

H42

H30

H36

H40

H39

GH29

G46

G65

G40

G20

G30

SJD Games........................Gallery 175

Toymaster Members Lounge

GH08

GH31

F40

F46

F50

F66

F36

Ski Run............................................H20 GH09

GH59

GH33

F44

GH10

F20

F25

F16

F10

...................................... London Room F15

F42

Skip Hop UK...................................F66

ToyNews............................................E2

Smart................................................F36

Toyriffic............................................E89 VISITORS

GH62 GH39

GH34 GH13

GH37

GH36 GH11

STAIRS TO/FROM GALLERY E70

Info Desk

E79

G10

Toy Retailers Assoc..........Gallery 150 G15

GH30 GH16

GH32 GH15

H20

G25

G66

GH06

E50

E66

E46

E69

E40

E49

E30

E20

E35

E39

E16

E21

E10

E15

ENTRANCE

Living Nature...................................F46

Paul Lamond Games....................E50

SmartGames...................................F36

Toys and Me....................................B70

Lori ..................................................E90

Petron................................Gallery 308

SmartLab.........................................E66

Turner Media Innovations Lounge

Lottie Dolls......................................F16

Piatnik ..............................................F44

SmartMax.........................................F36

............................................ Gallery 130

D109

Lucky Voice.......................Gallery 145 Lunii.....................................Gallery 312 B150

B149

B130

D36

D98

D20

D35

D11

Playmags Toys Ltd........................G40

SnapDragon Monitoring.Gallery 505

THE TY UK...................................Gallery TOYMASTER119

PlayMais...........................................E66

Snazaroo.......................................B150

LOUNGE UL VS Ltd.........................................B49

B121

C50

B115

B98

Magformers UK................Gallery 540 Make Time 2 Play Lounge

PlayMeal.............Gallery 420 and 315

Magnoidz........................................F46

Playmobil...........................Gallery 210

Make time To Play Lounge........B149 Maponimoes Europe....................H20

B100

B90

B96

B80

B78

C45

C42

Snuggles..........................................E89 B70

B50

B60

B45

B35

B40

MEMBERS

B25

University games............................F10 B22

B20

B12

Spin Master Toys...........................E131

Vivid Toy Group.............................B70

Playpress Toys............................GH69

Spiral Game..................................GH71

VTech Electronics............Gallery 500

Plum Products...............................C50

Splendiferous Marketing...........GH72

West Design Products..................C45

Marbel..............................................B50

Plus-Plus..........................................E66

StikBots............................................E79

Who Knows Where?.....................H20

Mardles...............................Gallery 108

Polydron Ltd......................Gallery 149

Subbuteo.........................................E50

Wicked Vision...............................E100

Marvin’s Magic...............................H65

Popular Playthings ..........Gallery 149

Tactic Games ..............................D109

Wild Card Games..........................H20

Max Mindpower..........................GH29

Posh Paws International..............B90

Taf Toys ......................................... E90

Wild Science......................Gallery 185

Melissa & Doug..................D11 & D20

Pursuit NHA.................................GH32

Tarema ...........................................G25

Wilton Bradley............................... E89

Mi Mic...............................................E89

Push It Games.............................GH24

Tasma Products.............................B56

Wind Designs.................................H52

Micro Scooters...............................B45

Rainbow Designs.........................E120

Teddybots...................................GH67

Winning Moves.............................E115

Mightymast Leisure..........Gallery 174

Rainbow Eco Products.............GH49

Terra.................................................E90

Wisdom..............................Gallery 149

Mojo Nation................................GH48

Ravensburger................................E140

Thames and Kosmos.....................F15

WorryEaters...................................E35

Monster Smash Up........................E89

Re:creation...................................E125

The Curious Dragons......Gallery 310

Wow toys ......................................G15

Mookie Toys..................................E149

Red Robin Toys..............................G25

The Irish Fairy Door Co.....Gallery 630

Wrebbit 3D.....................................E35

MTW Toys..........................Gallery 105

Revell...................................Gallery 110

The Minimaster Sports Co.......GH58

Yo Yo Factory..................................E89

Muro.............................................GH28

Rosa & B0........................................E90

The Three Magicians.....................E35

Yoto...............................................GH72

MV Sports & Leisure .....................B30

Sambro..............................Gallery 400

The Toy Project .........................GH20

Zimpli Kids......................................B35

WEST GROUND

B99

B95

B85

B82

B75

B65

B56

B49

GRAND GROUND

GH01 Chemtrac Tractor Ted PAGL GH04 Savvy Games EasyRead Time Teacher Hang Wing Plastic Industry GH08 Holibob Bear GH09 Little Boffins GH10 Aardvark Swift GH11 A Girl For All Time GH13 Forever Collectibles GH15 Stepping Stones Marketing GH16 Elf on the Shelf GH18 Creative Double Star GH20 The Toy Project GH21 Shantou Chenghai Kunyang Trade Co. GH23 Eurofins GH24 Push it Games GH26 Jumini GH28 Muro GH29 Max Mindpower GH30 AugmentifyIt GH31 Progressive Pre-School GH32 Pursuit nha GH33 Keak Rungrueang Co. Ltd GH34 Keak Japan Co. Ltd GH36 Bureau Veritas GH37 Toy World GH39 Fandn International GH41 Ugears Mechanical Models GH42 Green Elephant Trading GH44 Trido GH45 Simbrix - Connect & Wow GH46 Bildy GH48 Mojo Nation GH49 Rainbow Eco Products GH50 Stems GH51 Chameleon Kidz GH54 1 Two Kids GH57 Articulate Gallery GH58 The MiniMaster Sports Company GH59 Alphabet Pie GH62 Getretro.co.uk GH65 Xiamen Chituo GH67 Teddybots GH68 Kooshi GH69 Playpress Toys GH70 OTL Technologies GH71 Spiral Game GH72 Splendiferous Marketing GH73 Shantou City Bld Industrial Co. Ltd GH78 Taizhou Florish GH79 Brixies

Tobar...................................Gallery 305 GH02 GH03 Tomy...................................Gallery 520 GH05 GH06

GH05

E90

E100

H46

H50

Sinco Creations................Gallery 162

Papo UK.............................Gallery 128 E120

H65

GH04 GH01

GH20

GH28 GH18

GH58 GH41

PAGL................................................GH3 E125

GH03 GH02

Simbrix..........................................GH45

G100

G110

G115

Ozbozz ...........................................E49

Lilliputiens..........Gallery 420 and 315 E140

G119

G122

Lexibook..........................................B18 Little Boffins .................................GH9

GH51 GH48

Out of the Box................................F44 G125

H52

Original Shrinkle.............................F46 GH73 GH78

Lift No. 4

Simba Smoby Toys......................E135

GH24 GH23

GH72

Le Toy Van ..................................... E10

GH65

GH50 GH49

GH71 GH79

TKC Sales.........................................E99 GREENHOUSE EXHIBITORS

ACCESS REQUIRED TO LIFT MACHINERY ROOM

B30

B18

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Product Guide

RAVENSBURGER CORNEE MARLOW Marketing

With 155 brand new products being unveiled at this year’s London Toy Fair, Ravensburger is heading into 2018 with its ‘best range to date’, covering everything from STEM toys to puzzles and bringing new tech into the world of Brio. ToyNews talks to Ravensburger’s marketing co-ordinator, Cornee Marlow about the product line-up for the year ahead

Ravensburger 01869 363 800 Following a slate of acquisitions over the past couple of years, Ravensburger has become something of a cross-category demon of the toy industry. Two years ago, it was Brio, positioning the company firmly in the wooden, preschool toy sector. This year, Ravensburger decided to leave its mark upon the STEM toy sector through the acquisition of the STEM toy specialist, ThinkFun. As a result, 2017 was a ‘very good year’ for the firm

who posted a strong growth of 11 per cent by the end of the year. In the games category, Ravensburger has seen a 17 per cent increase, citing TV advertised titles as a key driver, while the company finished the year at number one in the puzzles sector, holding as it does, an 85 per cent share of the 3D puzzle market. And since we are keeping tabs, Brio has also seen ‘incredibly strong growth,’ having surged by 38 per cent over the course of last year. But enough of the years gone by, because 2018 is where Ravensburger’s focus is now, charged with excitement

to be unveiling its new range for the new year, and the firm isn’t short on confidence to boot. “Our 2018 range will be Ravensburger’s best range yet including our new range of ThinkFun games, Gravitrax and 3D Puzzles,” says Cornee Marlow, marketing co-ordinator at Ravensburger. “We will be launching 155 brand new products for spring/summer 2018, including new TV-advertised games Make ‘n’ Break, Break Free and Peppa Pig 3D action games. We have a range of Peppa Pig and Ben & Holly’s Little Kingdom puzzles as well as ten new licenses.”

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Product Guide

The broadening of Ravensburger’s slate for the year ahead puts the firm in good stead for further growth in the categories it already dominates, while lending it the chance to break through into new ones. Marlow continues: “We also have new innovative technology in the Brio range and some fantastic play-sets, that will ensure we have another strong year of growth, while the acquisition of ThinkFun broadens Ravensburger’s global portfolio of brands. “ThinkFun has already won hundreds of awards for its high-quality games, the most famous of which is Rush Hour, a classic logic game that has sold more than ten million units since it launched over 20 years ago, and remains a top seller.” Widely credited with being a leading developer of logic and STEM games, ThinkFun has been encouraging interest in science, technology, engineering and maths among children for over 30 years, an aspect of play that Ravensburger will now look to continue as it explores new product concepts across multiple

categories in the space. The acquisition is a coup for the firm as it continues to grow. “We have known and admired ThinkFun for a long time,” adds Clemens Maier, CEO of Ravensburger AG. “The name says it all – ThinkFun games is as rich in content as its games are fun to play. Its unique brand and games fit perfectly with our mission of promoting play development as we continue to broaden our expertise in the games category and grow our business.” Another huge focus for the company this year will of course be Gravitrax, a ball track system that helps children discover magnetism, kinetics and gravity all while building an action-packed track. Already the firm’s top selling product in the German market, Ravensburger is expecting big thing for the range when it unveils it at this year’s Toy Fair. Not one to forget its legions of adult puzzle fans, the company is also heading to London’s Olympia with 60 new titles, many of which have been developed by its Oxfordshire-based team, working alongside British artists, graphic designers

and print-specialists. “This massive UK contribution will now be highlighted on packs. Adults puzzles remains at the heart of our range, and hence, we are delighted with our continued sales growth of plus five per cent,” says Marlow. Marketing support such as this has always been key to Ravensburger’s ongoing in store success, and 2018 will be no different for the firm who has outlined its stance on retailer support for the coming year. “We rely on and appreciate retailer support and want to assist them as much as possible,” adds Marlow. “Our POS solutions and events programmes are proven to create interest and boost sales and are available to no extra cost to retailers, so please do ensure you discuss the opportunities with your sales representatives at London Toy Fair this year,” she concludes. Find Ravensburger at:

Stand E140 January/February 2018 | toy news | 123

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Product Guide

ZIMPLI KIDS JESSICA COY Head of marketing

DIY slime put Zimpli Kids firmly on the map last year when it managed to top three billion YouTube views for its Gelli Baff and Slime Baff ranges. This year, the firm has even more of the gooey stuff up its sleeves. ToyNews talks to head of marketing, Jessica Coy about the 2018 line up

Zimpli Kids 0845 459 1818 Back in 2017, Zimpli Kids’ Gelli Baff and Slime Baff YouTube campaign hit three billion views from independent vloggers worldwide. By the end of the year, the firm was reporting that that number was still increasing by 75 views per second. It’s no exaggeration, therefore, that when Jessica Coy, the company’s head of marketing, tells ToyNews that the past year ‘has been fantastic,’ that it really has. It was at the start of the year that Europe’s largest toy distributor, Simba Toys became a major shareholder of Zimpli Kids. Since then, the firm’s success has continued to grow, tapping into a trend that has propelled it beyond expectations.

“It’s down to one word…slime,” Coy, tells ToyNews. “The world has gone slime mad and the trend seems to still be growing, it has certainly worked in our favour. “The demand for our slime products has increased dramatically since the growth of the DIY slime trend; we have also seen a hike in our YouTube views.” It is on the front foot then, that Zimpli Kids enters the toy fair season, heading into London Toy Fair 2018 with a cast of new products. “I don’t want to give too much away but we have a range of very exciting products to show off at the Toy Fair,” continues Coy. “One of my favourites of the new products for 2018 is Gellie Worlds, an imaginative play-set that allows children to create their very own miniature adventure Gelli world. Another product that we will be launching in 2018 is Gelli Spa, appealing to

a brand new target market for Zimpli Kids; the Tween market. “Gelli Spa gives girls the ultimate spa experience at home; pamper your feet with a Gelli treat, soften your feet in the relaxing Gelli, add a drop of oil for a sweet scent and then treat your feet with the mini pedicure set. It’s perfect for pamper parties and sleepovers.” Zimpli Kids has made no secret of the fact that YouTube has been a major tool in helping position the company where it is today. It’s why the platform remains a go-to avenue for marketing for the year ahead and the firm expects to see its digital content and activity increase further throughout 2018. “The YouTube exposure has allowed us to build brand awareness worldwide, with YouTubers from the UK, North and South America, Australia, Europe and Asia sharing our products on their channels, creating demand for the range throughout the world with phenomenal sell-through results at retail,” explains Coy. “As a young, vibrant company, we are always striving to create exciting and unique products that guarantee both parents and children will love. Our best-selling products Gelli Baff and Slime Baff are in high demand worldwide with phenomenal sell through at retail. “We also have an amazing range of new products for 2018 that we have no doubt will be a big hit for the coming year.” Find Zimpli Kids at:

Stand B35

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Product Guide

GOLDEN BEAR CHRISTINE NICHOLLS Vice Chairman

Bush Baby World has become something of a phenomena this past year and Golden Bear is eager to build on the success and build out the product offering for 2018. Golden Bear's Vice Chairman, Christine Nicholls details all

Golden Bear 01952 608 308 Building on the strength of its successful intellectual property launched in AW17, Golden Bear’s Bush Baby World collection will be expanding further in 2018. The introduction of the Blossom Meadow Bush Babies will see funky patterns, sparkly detailing and softer than ever fabrics. There will be six Blossom Bush Baby characters to collect along with two Scented Blossom characters: Lili and Rosi. Both characters have long hair to brush while their tummies feature funky flower designs which give a special unique smell when held close. This Easter will see the arrival of a new Royal in Bush Baby World: Princess Blossom, while the hero line for AW18 is the Shimmer Palace, home to Princess Melina. At 80cms in height, the Palace plays several Bush Baby World songs and comes with a multitude of features as well as a Bush Baby Shimmie. Build-A-Bot is a range of customisable robot pets joining the portfolio in 2018; heralding the first move into the STEAM arena. Build-A-Bot enables kids from five years to build and personalise their own colourful robots; each pack contains all

the pieces needed to click and create your own Bunny, Fox or Dino. There are also three Build-A-Bug characters to collect: Scatter Ant, Buzzy Bee or Ladybug. Golden Bear’s In the Night Garden collection is getting refreshed for 2018. Focusing on the very young core audience and its unique bedtime slot, the plush range will feature larger eyes, soft fabrics with comfort and cuddles at their heart.

Christine Nicholls, vice chairman at Golden Bear

their own robotic pets, which is taking the company into the STEM arena for the first time.

What’s exciting you most about London Toy Fair this year? Showcasing our brand new introductions to the Bush Baby World range. We’re extending the line across 2018, so we’re really looking forward to showcasing this to our visitors. We’ll also have the Build-A-Bot range on stand, which enables kids to build

2017 was a big year for you guys, how will you continue the success in 2018? We had a great year in 2017, with the company being included within the London Stock Exchange’s 1000 Companies to Inspire Britain list and we continue to be a top three pre-school licensed manufacturer.

Sleepytime Igglepiggle has soothing lullabies and soft glowing cheeks, while the Playtime Activity Playset is full of interactive features. New additions to the Mr Tumble Something Special range include Nursery Rhymes with Mr Tumble and the Mr Tumble Domino Train. Find Golden Bear at:

Stand E69

We are refreshing our evergreen In the Night Garden toy line. Following the brand celebrating its 10th anniversary in 2017, the 2018 toy line will see restyled plush toys made from softer fabrics. What are you most looking forward to for the year ahead? We are looking forward to working with our new partners on Bush Baby World, not only in the UK but around the globe. There's lots of developments to share.

126 | toy news | January/February 2018

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Product Guide

ASMODEE UK BEN HOGG Marketing manager

The board gaming artiste formerly known as Esdevium is returning to London Toy Fair under a new moniker this year, rebranding as Asmodee UK. Expect the same great product, as marketing manager Ben Hogg divulges

Asmodee UK 01420 593 593 Esdevium is returning to toy fair in 2018 with a new name and a new look – now known as Asmodee UK, rebranding to match its parent and sister companies around the world. What hasn’t changed is its extensive range of games, collectables and toys, with a host of exciting new products being launched at the show. A major new addition that will be given pride of place at the show is Bananagrams. This world-renowned word game is

moving to the Asmodee UK portfolio from April 2018 and is set to hit new heights as it joins a range of family games under the Asmodee umbrella, including favourites like Dobble, Rory’s Story Cubes, Cortex Challenge and more. Bananagrams will be at the front and centre of the Asmodee stand, offering opportunities to try out the hit letter-placing game. Visitors will also be able to check out other games in the Bananagrams range – Bananagrams Party and My First Bananagrams – as well as an exciting new game from the Bananagrams team, Cobra Paw.

The continuing success of the Pokémon Trading Card Game will be celebrated in style with the release of the new Sun & Moon – Ultra Prism expansion. This set of over 150 cards is the first to spotlight the recently released Pokémon Ultra Sun and Pokémon Ultra Moon video games and introduces a new mechanic while featuring amazing Pokémon like Dusk Mane Necrozma and Dawn Wings Necrozma. As in 2017, Asmodee will once again be sponsoring the Toy Fair foyer with huge graphics and decorations themed around the Pokémon TCG, celebrating a hugely successful period for the game which shows no signs of slowing down in 2018. Another big reveal will be the launch of the ground-breaking new puzzle game, Arokah. Hailed as ‘a mathematical phenomenon’ by the University of Cambridge’s professor Imre Leader, Arokah is the ultimat multi-puzzle challenge and is set to be a brain-teasing hit with all ages. To introduce this exciting new release, Asmodee has enlisted the help of celebrity super-fan Kara Tointon. The former Eastenders actress and Strictly Come Dancing winner will be on hand on press day to show how addictive and engaging the game is, answer questions, pose for photos or simply to play a few games of Arokah with attendees. On top of all that, there will be a big presence from Pandemic as Asmodee kicks off the Year of the Cure, a year-round celebration of the smash-hit board game of global medical catastrophe. Don’t be alarmed by the staff in full Haz-Mat kits there to highlight the incredible range of the Pandemic family of games. Find Asmodee UK at:

Stand E109 128 | toy news | January/February 2018

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Product Guide

CHARACTER OPTIONS MARK HUNT Marketing manager

2018 marks a bold year for the firm as it launches into London Toy Fair with its strongest product line-up to date. Expect plenty of Peppa Pig, a plethora of PJ Masks and a collection of Cake Pop Cuties as marketing manager, Mark Hunt talks us through the ranges

Character Options 0161 633 9800 Character launches into 2018 with its strongest range to date including new product development on key brands, the introduction of new ranges across a number of categories, a raft of new collectables and more to explore in the pre-school line-up. The pre-school market is high on the agenda and Character’s master toy Peppa Pig range will not disappoint. For spring, the Peppa Family pack will be a perfect offering for imaginative play with Daddy Pig, Mummy Pig, Peppa and George. For vehicle-based play, Panda Policeman has joined the vehicle assortment with a freewheeling police car which features in the new episodes. A new line for Peppa Pig fans is the Pick Up & Play play-set assortment. Designed as a foldaway in the shape of Peppa’s face, these sets open up to reveal a classic scene, with a figure and host of accessories included. The Peppa Pig Mobile Medical centre lands this autumn in the form of a twoin-one Ambulance play-set that folds out into a full medical centre where Nurse Peppa and Doctor Brown Bear can treat patients. A new Nurse Peppa feature plush comes with a host of features, such as an otoscope and interactive stethoscope that makes heartbeat sounds. With Character’s impressive Teletubbies line now, and the Twist ‘n’ Chime chunky figures are sized for little hands, with twisting head, arms and waist and a fun jingling sound that encourage dexterity and imaginative play. Later in the year, babies and parents will be thrilled with the launch of a new nursery plush range. The range of early

years plush offers sensory input with different textures, sounds and colours to encourage inquisitive and early development among youngsters. 2018 will also be the year that PJ Masks enters the portfolio with a creative line that will be perfect for any pyjama wearing hero. The feature-packed Headquarters Deluxe Dough Set is a three-tiered carry along set filled with dough, cutters, moulds and more. It comes complete with opening and closing doors and is scaled to play with PJ Masks action figurines. Girls are in for a sweet treat with the launch of Cake Pop Cuties, a new range of collectable characters designed in the style of a cake pop. Hidden inside each capsule is a memory foam Cutie character to collect, squish and display. Combining the trend for squishy with the blind collectable, Series One will include lots of foam cuties and sweet treats to collect. At retail, Cake Pop Cuties will be displayed in an eye-catching CDU for girls to discover, or alternatively the Multi Pack blister comes with one cake pop and three foam characters.

Cheeki Mees is another collectable range hitting shelves this year, made up of a series of moody monsters that once their hair is touched, chatter away in a unique Cheeki-language. When the Cheeki Mees cross hairs, they interact with each other. Also new for the pocket money category is Mine It which brings with it a reveal and discover play pattern which kids are sure to get hooked on. Consisting of a diamond or gold block with a real precious stone hidden inside, children will have endless fun searching for surprise treasure. A chisel, hammer and magnifying glass are all included for young archaeologists to get cracking. Launching on Boxing Day with an FSDU and CDU, TV support and a PR campaign, Mine It is sure to get off to a flying start. Added to these are Mash’ems and Fash’ems, must haves in the pocket money aisle of any store and new collections both for tots and older will be launched month after month. Find Character Options at:

Stand E119

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Product Guide

RE:CREATION KATY FLETCHER Senior brand manager

Dragons, fairies, wizards and wands join snarling pets and hi-tech hoverboards this year, meaning only one thing: it's Re:creation's portfolio for 2018. Senior brand manager, Katy Fletcher promises it will be a good one

Re:creation 0118 973 6222 Following the addition of a raft of hot new brands to the Re:creation portfolio, the company will reveal a wealth of must-have new toys at Toy Fair with news on the marketing campaigns that will keep them on wish lists in 2018. Magic will be in the hands of children with the launch of the Of Dragons, Fairies and Wizards range. Children can master a series of spells, have adventures in enchanted lands, meet mythical creatures and battle foes, all with the help of their magical ‘host’ fairy or dragon that lives inside their wand. High-quality animation and sound tracks combine to create a unique experience, enhanced with a series of accessories and play-sets that interact with the wands. Re:creation’s outdoor portfolio is heating up with the addition of Swerveball, a line that will see children pulling off ball tricks like pros from this spring. Leading item, Kickerball is a trick football enabling players to bend the ball like their favourite players. Top footballing YouTuber, Tekkerz Kid has already put his weight behind it with a recent video showcasing the ball, gaining almost 1.5 million views. It may be new to the Re:creation line-up but skill and action game Splash Out has a massive 25 years of success behind it. It’s a big hit on the internet already thanks to a series of videos by YouTube favourite Oli White, racking up millions of views. The top 15 toy in Spain for summer 2017 has sold over eight million units to date and with plans afoot for the coming year, there is lots more potential to introduce a new audience to the game. Be Active is a range of toys that deliver interactive games that encourage children to keep moving. Among the active toys

is Hula Bula, the electronic hula hooping game. Players follow voice commands made by Hula Bula to perform the requested movements in time to progress through the game. Razor continues its drive for innovation in ride-ons for 2018 with the launch of Hovertrax 1.5, featuring the EverBalance tech that set Hovertrax 2.0 apart from the competition. With a cruise speed of up to six mph and a ride time of 45 minutes, Hovertrax 1.5 marks the entry point to hoverboards for Razor fans. Over six million Magic Tracks sets have sold worldwide and with more set to join the range, the brand is on track for a stellar 2018. Magic Tracks Rescue Set introduces emergency services play to the concept with an included police and fire LED cars set. The Magic Tracks Racer Set offers dual track opportunities and a cool, LED finish gate, while the Magic Tracks Track Expansion pack will enable children to create even bigger and more creative tracks with

its 220 track piece. Unicorn fans can indulge their love with Re:creation’s plush portfolio of Stretchkins and Bright Light Pillow collections. A colourful Rainbow Unicorn joins the Stretchkins range while emoji fans will love the light-up Bright Light Pillow Emoji Unicorn and Emoji Unicorn Glitter Poop. Also in plush, the Feisty Pets that generated so much internet noice in 2017 welcome new friends to its crew. The force continues to be with Re:creation’s LEGO Light collection with plenty for Star Wars, DC Superheroes and Classic LEGO fans. In DC Superheroes, the first LEGO Clark Kent key light is set for launch, while LEGO Batman fans can add a touch of Gotham City to their bedrooms with a new LEGO Batman Desk Lamp and LEGO Batman Wall Light complete with oversized wall sticker. Find Re:creation at:

Stand E125

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Product Guide

MARVIN'S MAGIC MARVIN BERGLAS Director

Recently voted in as the vice president of the Magic Circle, Marvin Berglas has been championing the awe of magic for many a year both as a performer and as director of Marvin's Magic. Here, he talks us through the showstopping magic tricks Marvin's has up its sleeve for 2018

Marvin’s Magic 01582 849 000 trade@marvinsmagic.co.uk Marvin’s Magic is recognised as the brand leader and number one for magic worldwide. It is proud to have won many accolades, has the best-selling magic sets and largest following of young magicians anywhere in the world. Magic is normally based on dexterity, skill and many years of practice, but with Marvin’s Magic, budding magicians can perform similar sensational effects in no time at all. It’s professional magic, made easy, and made for everyone. Marvin Berglas, internationally acclaimed magician and creator of Marvin’s magic is passionate about the brand and proud to

inspire and encourage the next generation of magicians through excellence in magic. His dedication has been recognised in both the toy and magic industries through numerous awards, most recently being voted vice president of the Magic Circle. Celebrating its 30th year, Marvin’s Magic continues to strive to create innovative and fun magic sets, as well as improving existing products. For 2018, the core range now features multi-language instructions, for its rapidly expanding international customers, integrated augmented reality effects, video instructions and bonus online content, perfect for youngsters and hobbyists preferring visual explanations. The Wicked Pranks and Jokes set, recently launched for the modern day joker, has been a successful Christmas

line and is tipped to be another best-seller for 2018. If you’re keen to master some quintessentially quirky and amazing feats of skill and ingenuity, look no further than the Marvin’s Magic Presents range. Marvin’s Magic has certainly impressed the gift market with these beautifully packaged unique gifts containing 20 amazing stunts plus fully illustrated instructions guaranteed to amaze and astound. New products for 2018 are currently a guarded secret, so you will just have to visit Marvin’s Magic at London Toy Fair Stand H65 to see what they have up their sleeves. Prepare to be amazed, or at the very least entertained by the Marvin's Magic at this year's London Toy Fair. Find Marvin's Magic at:

Stand H65

134 | toy news | January/February 2018

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Product Guide

MAGIC BOX TOYS BEN HARPER UK & Ireland director

Fresh off the back of the success of its Zomlings collectable range, Magic Box toys is swooping the collectables aisles again with the launch of SuperZings. UK and Ireland director, Ben Harper tells us about the new line

Magic Box Toys 01403 251 286 The collectable toy specialists behind Star Monsters and Zomlings, Magic Box Toys, is excited to reveal its new collectable range: SuperZings – Rivals of Kaboom. The new range will be seen in full for the first time at this year’s London Toy Fair. Hitting shelves in January 2018, the SuperZings are everyday objects brought to life in a fun, comic Hero vs Villain rivalry theme. Clad in iconic superhero capes and eyemasks, there are more than 80 multicoloured characters to collect, each with a matching ‘rival’ which adds a fun new dimension to the traditional collectable mechanic. Kids can unwrap a hero orange – Mr C – and they’ll want to find his rival, Jack the Juicer, or, discover and ice cube and they’ll need to find the hairdryer. All living together in Kaboom City, there are 36 regular characters available in two different colour-themes, plus six Silver and two Gold Rare and One Enigma Super Rare SuperZing. The figures all have their own superpower and profile, use colourful collectable pocket-moneyfriendly Supercars to get around (eight to collect) and live in cool Hideouts (eight to

How was 2017 for Magic Box Toys, how will you top your success in 2018? 2017 was a very good year. Zomlings series five and six performed exceptionally well and the business as a whole made some good steps forward. It’s going to be tough to top the success in 2018, but we go into the new year with a new products and a huge sense of optimism.

collect) which can also be used to launch characters into the air. The SuperZing core collectable range includes blind bags containing one SuperZing at 80p each, Hideouts including one SuperZing at £1.50 each, Supercars including one SuperZing at £2.50 each. There is also a value Starter Pack at £5, plus a Blister Pack at £7, containing four SuperZings, two Hideouts and an exclusive

What are you looking forward to the most about Toy Fair season? It is our chance to fully unveil SuperZings and to get feedback from a wide range of clients and customers. It’s also a great chance to keep in touch with people and find out the latest. What are you looking forward to for the year ahead? We are launching SuperZings in the

SuperDisc Blaster. In addition, there’s an even wider range of toys for fans to expand their collection with, such as the Kaboom Trap to imprison villains that comes with two exclusive SuperZings, plus a Mission Pack which provides hours of play potential for children. Find Magic Box Toys at:

Stand E109 middle of January, so we are straight into action. This gives the new year a real sense of excitement and anxiety. Away from business, we are all looking forward to the World Cup and as a Catalan business, we hope to see Barcelona win the Champions League. How can we best survive toy fair season? With a smile, a coffee and some chocolate.

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Product Guide

GALT TOYS JOHN MCDONNELL MD

Arts and crafts to science kits, first years lines to stationery, Galt toys boasts it all this year, heading to Toy Fair with a veritable feast of new product lines to tickle the fancy. MD, John McDonnell reveals all at stand E9 this year

Galt Toys 0161 428 9111 There are new products across all of the Galt ranges for 2018, from arts and craft to science, and first year’s lines to stationery. Kicking off the range for the New Year is the popular Activity packs line, billed as just the thing for birthday parties and all-year-round giving. Each kit is fully comprehensive and contains a clear guide to help craft a quality product. There are six new products in the range, including the Balloon Train for kids aged five and upwards, Beady Keyrings for children aged six and above, as well as the Best Friends Bracelets, Charm Craft and Connecta Straws. Finally, in the Activity Packs collection, there is Fab Hair for kids aged six and upwards, enabling them to make and wear fashionable hair extensions and add colour with a range of hair chalks. Craft Club is a brand new range for kids aged six and up and comprises of a simple sewing and knitting kit to encourage new skills among children as they make a series of fun animals. Each kit is £6.99 with five to craft and collect including a puppy, frog, bunny, owl and kitten. In the First Years range, there are two important introductions. Firstly, Follow Me Ball for six months plus at £15.99 is a colour-changing motorised ball for babies to follow as it rolls along then stops and changes direction. The ball lights up and the colours change as it moves to captivate babies, encouraging them to track with their eyes and crawl towards the ball. Then there is Tummytime Ted from birth plus. It’s a soft teddy with a picnic for the important tummy time play, ideal for home or for travel. Galt is well-known for its popular line of puzzles with a difference. Town, a new

Giant Floor Puzzle for ages three to six years, strengthens this popular range with a 30-piece puzzle complete with eight different templates. The firm’s best-selling Snakes and Ladders Game is complemented with a Giant Snakes and Ladders Puzzle and for ages three to six years is a 36 piece puzzle that makes an 80x80cm game and includes a large foam dice and four chunky counters. Stationery has long been an integral part of Galt and this year there are five new products including two Chalk Books and an animal Photogrpahic Sticker Book. Water Magic has established itself as a firm favourite while Galt has added Pets and Who’s Hiding? to keep the magic alive in the fast-selling range. Back to craft, and the evergreen Fairy Friends range sees two new light products;

Fairy Picture Lights featuring ten LED fairy lights and Fairy Night Light for a colourchanging fairy toadstool night light, complete with wooden stand. Finally, last year Galt introduced the STEM range, Explore and Discover which established itself on Galt’s best-sellers list. Two additions, taking the form of Body Lab and Forces Lab, will ensure the science range’s ongoing success in 2018. These products are classic Galt: educational, fun and contemporary, each packed with experiments to explore the human body and to learn all about forces. The Galt team looks forward to welcome all visitors to its stand E9 at this year’s London Toy Fair.

Fnd Galt at:

Stand E9

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Product Guide

BLADEZ TOYZ IAIN MORGAN CEO

The Hot Wheels brand is celebrating its 50th anniversary this year, and having just added the license to its staple of Drone Racerz, Bladez is getting in on the party. CEO Iain Morgan details the firm's London Toy Fair offering

Bladez Toyz 02392 658 255 Bladez is excited to be expanding its Hot Wheels RC Drone Racerz range this yearas it prepares to celebrate the 50th anniversary of the Hot Wheels brand in 2018. Attention now turns to driving collectability and encouraging customisation so young flying toy enthusiasts can add value to their drone and vehicle sets. One of the key selling points of the Drone Racerz sets is compatibility with the Hot Wheels track so a series of Vehicle Booster Packs will be launching to provide alternative tracktesting experiences. Each set will include three cars and will focus on a different type of driving surface, so when the chassis is attached to the drone, Hot Wheels fans can embark on a

new set of challenging stunts for kids and fans to enjoy. Bladez is also introducing a new brand called DRX – Drone Rotor Cross – to widen the choice of toy drones for the eight to 12 year olds market. Starting at the nano end, the compact Hot Wheels DRX Hawk Racing Drone has multi speed settings for different skill levels. Likewise, the new Hot Wheels DRX Cage Fighter Drone is enclosed in a protective roll cage and will bounce back from crash landings. Stepping up another level, the DRX Monster X-Terrain Drone is a threein-one air, land and sea radio control drone with real working suspension which can be driven on the roughest terrain. It can also work on water. Completing the new range is the Stingray Racing Drone which is a fast to learn and fast to fly drone featuring top

grade technology and stunt accessories for more flying fun. Elsewhere in the Bladez portfolio for 2018, it’s full steam ahead with the promotion of the recently launched Thomas Track Play-set. Pre-schoolers connect the eight jumbo tile pieces and then watch their motorised Thomas engine race round and round the track. They can keep changing the route by rearranging the tiles and build up to 50 different track combinations. Sets featuring other engines will be introduced during the year, A Hot Wheels version is also in development and look out for other preschool properties to feature as the STEM range continues to grow.

Find Bladez Toyz at:

Gallery 123

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Count with Peppa Peppa’s Interactive Playmat

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Tel: +44 (0)1295 768078 Tel: +44 (0)1353 724140 Ane Olesen: Email: salesadmin@trendsuk.co.uk Email: sales@wind-designs.com ane@wirepr.eu Peppa Pig © Astley Baker Davies Ltd/Entertainment One UK Ltd 2003. Copyright ©2017 Discovery Communications, LLC. ©2017, Lowtech Studios, LLC. All rights reserved. SCIENCE MAD if the Registered Trade Mark of Trends UK Limited.

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Product Guide

JUMBO GAMES xxxxxx xxxxxxxxx STEVEN RUSSELL senior marketing executive

Jumbo 01707 289 289 Having recorded its biggest year of growth across all of its adult puzzle and accessories brands, and looking to continue this success in 2018, Jumbo Games is exhibiting a number of new products from both its adult and children’s ranges at this year’s London Toy Fair. Jumbo will be releasing over 65 new puzzles in spring/summer, starting off with Wasgij, the UK’s number one adult puzzle brand, and three new releases from its popular concepts Mystery, Destiny, a new Original puzzle in January. For April, the firm is releasing the second instalments to its Wasgij Retro collection and if you are at the show, you can check out the four new autumn/winter releases. The new January puzzles will include

Steven Russell, senior marketing executive How many Toy Fairs have you done and how has the show evolved? Jumbo Games has been exhibiting at London Toy Fair for over 20 years and will continue to do so, as the show is a fantastic platform to start the year. Over eight years, I have seen the show increase in size – a testament to the show and the growth of the industry.

Wasgij Original 28: Dropping the Weight, Destiny 18: Fast Food Frenzy and Mystery 14: Hound of the Wasgijville 1,000-piece puzzles for puzzling fans. Jumbo’s Falcon de Luxe range will see the addition of 24 puzzles to its rapidly growing brand. 13 puzzles will be launching in January and then a further 11 in April, all covering the traditional Falcon themes of nostalgia, scenery, cottages, animals and transport, across varying piece counts from 200XL to 1,500-pieces and multiples in a box. Highlights for the new January releases include Flora’s Flower Shoppe, Amazing Airshow and Clacton-on-Sea in the 1,000-piece formats, as well as the multipack Driving in the Dales 2x500-piece box set and Grandad’s Garage 500-piece puzzle titles. On display at the show will be Jumbo’s extensive Premium Collection,

What has 2018 got in store for the industry and your business? We believe the growth in adult puzzles seen in 2017 will carry on throughout 2018. It’s been a difficult time for licensed puzzles of late, so we are looking to not be so license reliant, and maximise new business opportunities for our own brands, such as GOULA and Dessineo items, but this doesn’t mean we won’t be investing in new licenses.

covering cities, animals, scenery, sightseeing, fantasy and more across various piece counts. Jumbo will also be showcasing new jigsaw puzzles from its comical Jan van Haasteren collection, with seven new additions this year. The company will launch a range of new and refreshed Disney Princess puzzles to its licensed portfolio as well as a Disney baby range for both Mickey and Minnie My First Puzzles. Jumbo’s Disney Guess the Film Game is expected to grow throughout 2018, featuring an array of Disney films from classics through to modern-day animations, while the Peter Rabbit license is the new addition to the portfolio with ranges based on the classic books and upcoming movie. Find Jumbo Games at:

Stand E46 Having signed Peter Rabbit for puzzles, we feel there is a lot of value in truly iconic and ever-green licenses that parents and children all love and we cannot wait to introduce these to visitors at this year's big show. Any tips for London Toy Fair first-timers? You can’t beat the Hand & Flower opposite the Olympia for some networking after the show.

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Product Guide

TRENDS UK Trends UK is counting on a big 2018, fuelled by Peppa Pig learning toys, STEM learning kits and the popular Slither.io collectable blind bags. It's no wonder the firm is excited to showcase its wares at London Toy Fair this year

Trends UK Wind Designs (independents): 01353 724 140 Trends UK (National accounts): 01295 768 078 Kicking-off, Trends UK is looking forward to an exciting 2018 with Peppa Pig Electronic Learning Toys and two new additions for autumn. Each item offers a unique and engaging play pattern where kids can learn with Peppa. The new Count With Peppa will enable kids to learn about numbers and colours. Give the coins to Peppa and she will count and respond with fun games. Retrieve them from the purse on her tummy and the fun starts over again. The new Peppa’s Smart Phone has lots of fun number and music activities and a unique new active learning button that encourages kids to get up and move about for healthy physical development. The highly successful Peppa Pig Interactive playmat will continue to be a big focus for 2018. Trends UK is also one of the UK’s leading suppliers of science toys. For 2018, the popular Science Mad brand will be refreshed with vibrant new unisex packaging and a coherent range with three new kits, making its appeal even cooler to today’s kids. Supported by a range of TV commercials, Science Mad aims to encourage young minds to develop their knowledge and interest in science. The Science Mad range offers real experiments, based on proper chemistry. Budding scientists can mix ingredients to watch chemical reactions (Chemistry Lab) and grow crystals to find out how nature’s building materials work for real (Crystal Growing Kit). The new kits enable kids to experiment with slime in various gloriously gloopy states (Science Mad Slime Lab), create fizzy foaming science

potions (Science Mad Fizzy Action Lab) and perform amazing luminous, glow in the dark projects (Science Mad After Dark Lab), all available from summer '18 at £19.99 each. The Discovery toy range from Trends UK is inspired by the Discovery Channel, making learning fun and interactive. Encouraging children to have fun outside and learn from the natural world, Trends UK is launching a range of new discovery toys for 2018 that explores nature on the go. The Discovery Pocket Scope is a new handheld microscope for outside investigation of specimens in minute detail. The Discovery Binoculars & carry Case are light, portable and child friendly. Trends UK is launching a new Spy X range from late spring, billed as a

super-sleuthing Spy X role-play range. It includes a selection of listening devices, laser alarms, night mission goggles and communication devices. The Guardian Bot joins the Xtrem Bots range in the UK, while Trends is expanding the Slither.io range with the Build-a-Slither line in which kids can get their hands on Blind Bag Assortments and Multi-Pack Card Assortments in order to complete the Slither.io build. The award-winning Paint sticks range from Little Brian is also being expanded with Fabric Paint Sticks, Chalk Sticks and the Mini Paint Sticks.

Find Trends UK at:

Stand H52

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Product Guide

SPIN MASTER It's all about collecting as Spin Master introduces the new Hatchimals Collegtibles, Flush Force and plenty more for kids to get their hands on

Spin Master 01628 535 000 Having set the bar at new heights in 2017, Spin Master is ready to continue its trend of disruptive innovation through 2018. Following a year that saw the expansion of Hatchimals into a globally recognised licensed property, and where Hatchimals CollEGGtibles successfully cracked the growing collectables market, smashing its targets – Spin Master is now flushed for more success. A new boys collectable range is set to throw the competition down the pan as Spin Master warns the toy industry to brace itself for Flush Force this January. At £2.99, Flush Force Number Two packs appeal to boys who want to gross out their parents and comes with a host of follow-up product to expand the range. Meanwhile, Hatchimals Colleggtibles enter 2018 with the season two line up of more than 100 to collect. The Egg colour changes from purple to pink for this season, with a host of new friends to meet and collect, too. Another new addition to the Hatchimals toy line is Hatchimals Fabula Forrest. Known as the Hatch Batch Three, Spin Master now introduces the Puffatoos and Tigrettes. These patterned plush, with sounds, react to touch by hatching. Staying with the Robotics category, Spin Master has a new addition to the Zoomer spring line with Zoomer Zupps Pretty Ponies, featuring soft manes and tails. The more you play with them, the happier they are and will respond with pony sounds. They also play games and each pony has its own unique track. At £12.99, Zoomer Zupps Pretty Ponies are TV ad supported. Arts and Crafts will see some new spring introductions with Kinetic Sand Gems

and Metallics in a reusable 4oz multipack, while the new Beach Day Fun set is new for spring and is billed as the perfect Kinetic Sand starter set. The kit comes complete with 12oz of Kinetic Sand and nine tools and moulds. Kinetic Rock also gets a 2018 spring introduction with the Kinetic Rock Loader. The new three-in-one Loader allows kids to scoop, drill and crush their Kinetic Rock. Both sets will be supported with TV advertising this spring. Spin Master launches the JoJo Siwa Bow maker, giving girls the chance to make their own versions of the decorative hair bows made popular by the YouTube star herself. PAW Patrol is keeping fans up to speed with a new range of toys based on the latest TV Mission PAW theme. Spring products include the TV promoted Mission

PAW Mission Cruiser and the Mission PAW Pup Pad, an interactive pup pad with the Mission PAW content. PAW remains the number one preschool property and was number one toys property last September, promising strong retail opportunities through 2018. Flying into the new year, Air Hogs introduces the Sonic Rocket allowing kids to launch into orbit of up to 60 metres high. At £19.99, the Rocket can launch up to 50 flights with a single charge. In Meccano, the motorised 5 and 10 model sets Roaster and Truck models feature a pull-back motor and a selfcontained motor, respectively. Finally, Tech Deck is back, and will be supported through a digital campaign. Find Spin Master at:

Stand E131

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TM & ÂŠ Warner Bros. Entertainment Inc. - Harry Potter publishing rights ÂŠ J.K. Rowling

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Product Guide

WILD CARD GAMES SEAN BYRNE MD

Having hit almost £5million in UK sales, Wild Card Games' Sean Byrne is having a fantastic run of it. Here he tells ToyNews about the new additions to this award-winning line up for 2018 and beyond

Wild Card Games Sean.byrne@wildcardgames.com 07916 349942 Now approaching £5million in retail sales in the UK, family games specialist Wild Card Games continues to add to its range of award-winning titles. Top sellers Who Knows Where?, Ski Run, Maponimoes, Frenzi and Backpacker and award-winners Arithmanix and Astronauts are joined by exciting new lines Globe Runners and 6 Suits. With ten per cent off orders planned at Toy Fair, Globe Runner is the new family board game that uniquely races through every country of the world. It's fun, quick and educational and a great way to learn all about the world. This guessing game features multiple choice questions on every country, capital, flag and more and a levelling system

allowing players of different ages and abilities to play together in a round of games that are fun for all the family. First around the world wins as you move from country to country, cross the international dateline, round Cape Horn and try not to get lost in the Sahara, Amazon or Bermuda Triangle. 6 Suits enables you to play all your favourite card games and more in a fun way. With six suits of nine cards, it’s a playing cards revolution as the Royal Court has been thrown out. There are no new rules to learn as players spice up classic card games such as Rummy, Poker, Brag, Crazy 8s and Cheat. Meanwhile, Ski Run is a classic family race game that is popular with all ages and sells strongly from September through to the end of the ski season in April. The lead changes constantly in this dynamic game of fluctuating fortunes, where you race across a piste map and try to use the right

cards at the right time to beat opponents. Award-winning, leading seller, Who Knows Where? is the global location guessing game where you locate famous places on the world map. With over 1,000 locations to guess in five categories, it’s a fun way to learn about the world. Everyone guesses every question and you can copy opponent’s guesses, in this quick, simple and inclusive game for all that has many five star reviews. Popular top year round sellers Backpacker and Maponimoes have both sold well over 100,000 games in the UK and continue to win more fans. To find out more about Wild Card Games’ portfolio and the success of its exsisting lines, book a meeting or pop by to the see the team on Stand H20.

Find Wild Card Games at:

Stand H20

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Product Guide

POSH PAWS DAVID MARTIN MD

The plush specialist is going classic Disney this year with a cast of popular characters inlcuding Winnie the Pooh, Eeyore, Tigger and of course a retro look on the ever-popular Mickey and Minnie Mouse. MD David Martin talks ToyNews through the collection for 2018

Posh Paws 01268 567 317 There’s a big year ahead for Posh Paws with a raft of new Disney merchandise including blockbuster movie collections and a 90th anniversary for the most famous Disney star of all, Mickey Mouse. The Posh Paws Winnie the Pooh offering is a major focus for the firm in 2018 and to ensure its success, TV advertising is planned to be included in the marketing support PR programme from its launch this spring. The My Teddy Bear Pooh range will be a must have for all ages and includes Pooh in his classic red jumper, Eeyore, Piglet and Tigger. Also available as part of the Winnie the Pooh collection is Winnie the Pooh Vintage, Winnie the Pooh Dangles and

Winnie the Pooh Cuties, while a collection of ten-inch hand puppets will provide interaction and imaginary play. Toy Fair is also the place to see Posh Paws’ collectable Disney Collection, a cast of glittery plush toys featuring fan favourites from Disney back catalogue and most recent films. Released in squads of six, each character features large, glittery eyes. Squad A’s characters launch in January and will include Cinderella, Marie from Aristocats, Minnie Mouse, Dumbo, Winnie the Pooh and Tigger. . Mickey Mouse is celebrating his 90th anniversary in November 2018 and with it comes all year round celebrations across the globe, targeting kids and families alike. In its own celebration, Posh Paws will be launching original Mickey and Minnie plush lines with must-haves including the

retro ten-inch gift box of both Mickey and Minnie. Alternatively, seven-inch collectables will also be available together with gift sets of Mickey as seen in many of his classic roles. A very special addition to the range will be the monochrome Steamboat Willy, as Mickey was first seen. If that’s not enough, also new for Posh Paws for 2018 and for all to see at Toy Fair this year, will be an inspiring collection from Battersea Dogs & Cats Home, an all new collection for Shopkins and an introduction to Sherlock Gnomes, Grumpy Cat, Gummy Bear and the quirky Hamsta World. Visit the team on Stand B90 at London Toy Fair.

Find Posh Paws at:

Stand B90

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NEW AVAILABLE FEBRUARY 2018

Pile up your Pixits, pick a card and twist, turn and tip your cubes into place to recreate the pixelated image!

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Toy Fair – Stand E40 Spring Fair – Hall 5, E30-F31 Spielwarenmesse – Hall 12, A-04-4

sales@gibsonsgames.co.uk www.gibsonsgames.co.uk • 020 8661 8866

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Perfect educational gifts Toy Fair Stand GH05

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Product Guide

GP FLAIR The firm is ready for another stand-out year with new Grossery Gang, Exoginis, Ben 10 and Pikmi Pops lines. Read on to discover just what Flair has in store this Toy Fair season

GP Flair/Just Play 0208 643 0320 GP Flair is ready for a stand-out year with a host of exciting launches and new range developments across all key categories. The hit collectable property, Grossery Gang, is back this spring with a Bug army invasion to contend with and 150 yucky characters to collect. Kids can also collect their favourite Grossery Gang Heroes Fungus Fries, Putrid Pizza and Dodgy Donut as the newest wave of action figures set to release in February. From autumn, the Grossery Gang will be calling upon allies from throughout the ages in a new Time Wars theme. The Exoginis are the collectable alien figures from outer space with a special electronic light-up feature. Ahead of the Alien Shake season landing in autumn, retailers can preview everything this new collection has to offer. Shake the Alien Shake figures and the new shake sensor light up function is activated. The more you shake, the greater the light intensity and when the Exoginis reach their maximum power, they change colour. Voltron is making its explosive debut at Toy Fair with figures and role play lines fully replicating the series. Boys can collect assorted 15cm action figures or opt for the Legendary Lion figures which combine to make a spectacular 16-inch Voltron. Kids can also get to grips with the Ultimate Voltron Mega Deluxe Figure which stands 14-inches high. Joining the Ben 10 master toy line is the assortment of articulated Alien Vehicles with exciting features such as the burning molten missiles which fire out of the Heatblast Rocket Flyer. Omni Launch Battle Figures will spark imaginations as kids can watch these figures transform.

One of the most loved boys’ brands in Flair’s portfolio is Teenage Mutant Ninja Turtles and this month sees the launch of Totally Turtles. Whether it’s the new Totally Turtles Squad figures or the Build n Battle Role Play weapons, this range is the ultimate collection for fans of the license. Season Nine of the number one girls’ collectable, Shopkins, launches this spring with the wildest theme yet and in autumn, the Shopkins megabrand will transform itself once again with a brand new theme for girls to absorb themselves in. Visit Flair’s stand for a sneak preview – the question is, can you keep a secret? Another new addition to the girls’ portfolio is the collectable Kekilou range. Inspired by fashion, Kekilou is all about collectable mini bags which transform into mini dolls with a secret make up compartment hidden inside. Pikmi Pops is a range of sweet scented mini plushies packaged inside a lollipop which appeals to girls in so many ways. At

Toy Fair, retailers can preview the refreshed lines available from March 31st, as well as the upcoming season three. Launching in autumn, season three will have new scents, characters and a wearable feature so girls can show off their Pikmi Pops style. Brand new in March, Glimmies Aquaria takes girls’ favourite star fairies and adds underwater magic. In autumn, the Glimmies are moving from underwater to a new ice world with Glimmies Polaris. Flair is renowned for its creative play portfolio and in autumn, the company will be breaking new ground in the category. With Skeltown, kids can design a collection of spooky 3D characters, from Gelly to Skelly. There are five families to collect. Look out for the Glow in the Dark bones and kids can build and grow their own Skeletown with fun houses and accessories to collect. Find Flair at:

Stand E39

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London Toy Fair - Stand - Gallery 140 Spielwarenmesse Nuremberg - Stand 10.1-A-02,C-03 www.clementoni.com - fb. Clementoni UK - uk@clementoni.com

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CLEMENTONI The firm is showcasing a host of new products for 2018, with a focus on the infant market as well as its growing educational and development category SHAHBAZ KHAN Country manager

Clementoni Shahbaz.khan@clementoni.com Clementoni is showcasing a host of new products for 2018 at the London Toy Fair, putting a strong focus on the infant market with baby Clementoni as well as the education and development category with new scientific launches. New for Baby Clementoni is the Fun Vehicles stacker, a set of four vehicles which can be explored and stacked to help with development, and the ABC Lion that helps kids learn letters, number and more. Pull Along Pony helps kids learn while playing songs and sounds when pulled along and joins the new Activity Train. Meanwhile, the Interactive Activity Dog features peek-a-boo game play, user recognition and interactive buttons for learning and the Basket Activity Centre is a two-in-one game with a basketball hoop. Adding to the science range for 2018 is the RoboMaker, a laboratory that brings intelligent robots to life and opens up a world of educational robotics. With more than 250 interchangeable components, kids can build five robots of increasing complexity that can be programmed manually or via the free to download app.

For younger children, Clementoni is launching the Mind Designer, an intelligent robot that guides them through the process of learning mathematics, arithmetic and geometry. This robot can be programmed manually or by voice recognition using an exclusive app.

Shahbaz Khan, UK country manager

toys and science with new development being shown on arts & crafts and many new licenses on puzzles.

What can we expect from you guys this London Toy Fair? We will have further development to all our ranges with new innovative product coming through and a strong educational presence across our portfolio. We will continue to focus on our key driver categories like infant

What do you think 2018 has in sotre for the toy industry and for your business? It has been a tough year for the toy industry in 2017 and we all hope we can have a strong year in 2018. From a Clementoni perspective, our main aim is to continue to grow as we have done in the past few years.

Rescue Vehicles and Roadster and Dragster kits for 2018 can create dynamic models while the Big Beauty Lab makes bath foam, fizzy bombs and more. Find Clementoni at:

Gallery 140

What is the best part of the London Toy Fair? I think the best part of the show is seeing all the great toys under on roof with so much enthusiasm and positivity from all during the show. It is always exciting to showcase new products and present these to all our customers.

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Product Guide

JURATOYS MICHELLE PROBERT Marketing

Brace yourselves, because London Toy Fair 2018 is Juratoys' chance to show the industry just how far it has come. Home to the popular Janod and Kaloo brands, Juratoys is a force to be reckoned with. Sales and marketing manager, Michelle Probert explains just why that is

Juratoys 0208 878 2133 London Toy Fair 2018 is Juratoys’ chance to show the industry just what it is made of this year. Juratoys UK has a clear business strategy for 2018 which will be driven by an experienced and passionate team. It’s a team that loves what it does and is very proud of what it produces. It’s also very excited to showcase the lot at this year’s big show. Armed with a brand new stand design this year with over 150 new products to showcase, Juratoys has pinned 2018 as the year to really shine and to show the retailers its ability to add value to its business and provide support by offering various deals, offers, POS and a host of marketing tools. Juratoys’ aim for the year is to gain new customers via the show and to build momentum with its existing customer base to grow and expand. The production team works hard all year round to come up with new, fresh and innovative ideas to set the team apart from the rest. “We feel Toy Fair is a huge opportunity to start the year off with a bang and to show off the new lines we have developed,” said Michelle Probert, Juratoys sales and marketing manager explains. Janod is the leading wooden toy brand in France and is fast becoming the most talked about wooden toy brand in the UK. The firm has developed a marketing strategy for Janod with a consistent message to retailers and their consumers. The company’s Play Different slogan encapsulates just how Juratoys feels about play. Whether it’s putting together two parts of a puzzle, building a tower

with a few cubes, screwing, unscrewing, following a path with their fingers or pushing the right key of a xylophone, according to Juratoys, ‘playing’ requires a lot of effort from a child. Because every child is different, Janod creates clever toys that meet their every need in order to help them develop their skills over time. Kaloo is a French story made of passion, love and dreams. Kaloo offers little ones a soft and enchanting world that would meet their needs in terms of learning. For more than 19 years the Kalooo brand has been specialising in soft toys and bedding accessories. Kaloo is now present in nearly 40 countries. The range consists of many plush animals, doudou puppets, traditional

bears and now a popular my first dolls range called Tendresse. Tendresse launched in 2017 and was so popular that the range has been expanded. Finally, Alex Brands’ family of brands is comprised of some of the most iconic, recognisable and award-winning toys in the industry today. With a commitment to helping children become more active and develop their imagination and creativity, through the development of new products and expansions on products children know and love. Alex has introduced some fantastic new products this year, with an injection of fresh ideas and colours. Find Juratoys at:

Stand B121 January/February 2018 | toy news | 155

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Product Guide

FIESTA CRAFTS ROB TRUP[ Marketing manager

Expolore a world if chocolate factories, giant peaches, over-sized bugs and children with telekinetic powers as Fiesta Crafts introduces its new Roald Dahl puppet collection, alongside some exciting developments in its younger years portfolio. All will be revealed this London Toy Fair

Fiesta Crafts 0208 804 0563 Fiesta Crafts’ first years range has been extended for 2018, and adding to the ever-popular Squeakaboos, Ringalings and Buzzybodies, the team is excited to launch a host of brand new toys in its first years collection this year. The Play Blankie, available as a Giraffe or Elephant, is an adorable, exciting and interactive combination of a teething toy, a comfort blanket and activity toy. Suitable for kids from birth onwards, the Play Blankie has many entertaining features and is perfect for keeping little ones entertained throughout the day. Each Play Blankie has a soft, friendly and familiar animal face, a soft body and four activity paws. They are visually appealing with their brightly decorated fabrics and tactually entertaining with different textures to feel and squeeze, including a crinkly iridescent one. Each paw has something for the baby to interact with, from teethers to jingly rattles and is designed to appeal to multiple senses and a baby’s need to be comforted. Parents will breath a collective sigh of relief as Fiesta launches its innovative Good Night Chart, helping to make bedtime hassle a thing of the past. With 20 easy-to-follow activity pieces, such as ‘brush my teeth’, parents can create a daily bedtime routine that children will love to follow. When they achieve the activity, they simply turn the piece over before bedtime or the next morning and reveal a happy star as their reward. Fiesta Crafts is also excited to preview its brand new Roald Dahl licensed puppets at Toy Fair 2018. Having worked closely with the Roald Dahl brand, Fiesta is certain its exciting new hand and finger puppets

wil add to the magical universe in which children can tour chocolate factories, explore giant peaches, catch dreams and move things with their minds. With four new hand and finger puppet sets and five new finger puppets, all new products stay true to the famous illustrations by Quentin Blake, and are easily indentified as part of the iconic and globally revered Roald Dahl look and culture.

There are even more exciting new First Years products, some brand new Stickabouts products and new Activity Toys coming later this year, all of which will be previewed at London Toy Fair, so make sure you visit stand D2 to find out a whole lot more.

Find Fiesta Crafts at:

Stand D2

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Product Guide

H. GROSSMAN MARTIN GROSSMAN MD

'If it isn't covered in slime of putty this year, it's not worth having,' are the words of H Grossman this year as it heads to London Toy Fair with new ranges of slime and putty all ripe for the picking. MD, Martin Grossman talks us through the new lines, so expect a few Unicorns in there, too

H Grossman 0141 613 2525 It’s all about the pocket money in 2018 for HGL. The company that cornered the market in fidget spinners last year is introducing hundreds of new lines to delight kids for 2018. This year, if it’s not covered in slime or putty it just isn’t worth having. HGL is building on the success of its slime range by introducing everything from the magical to the metallic. Want some glitter in your slime? Opt for the Unicorn poo. Like a putty with a purpose? Go for Thinking Putty or any one of the myriad of ranges on offer. Alien Eggs took the toy world by storm in 1999 winning numerous awards including the coveted Toy Craze of the Year. The popularity of this range has never waned, this range has now gone on to sell over 30 million units worldwide and the sales show no signs of slowing down. Last year saw the introduction of the award-winning Grow Alien egg, and this year there will be additions to this range with new products added in all sizes starting at 99p onwards. Ten new eggs – a unique design, completely designed in house – will add to this success story. Simply immerse the Egg in water and wait for another little alien to hit the planet. Another pocket money priced winner which will introduce yet another new generation of children to the Alien Egg concept is the Alien Light Up Eggs. An egg the size of a duck egg, filled with glowing slime, the perfect combination. There are also eight new Alien Eggs, part of the original concept and helping to keep this range selling well. Dinosaurs and fossils have always been a winner with kids and this year, HGL

introduces the Fossill Egg. Just chip away until you reveal the magical fossil within. A great way for kids to have fun and learn about the past, the egg is designed to retail at under £1. The Ozbozz brand is renowned for great outdoor products and this year sees a brand new version of a Light Up Trike, perfect for pre-schoolers. Emojis and Ghostbusters are the licensed products on offer and they join the best-selling Light Burst and Unicorn scooters. Unicorns have been all the rage this year and Grossmans

has a full range of Unicorn products including its cute 60cm Unicorn Soft Toy. Something for older kids is the new Toro Edge Scooter, designed for those with better scooter skills. Available in two colours the Toro Edge will add even more on trend scooting style to the range. Glowing light are everywhere including on the new Glow boots with light-up soles.

Find H Grossman at:

Stand E49

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Look and Find...

d te es rT he ac Te

u o r g N n i c EW range! u d o r t In More than just a jigsaw!

Contact your local rep/agent or the sales admin team on

01953 859539 or email: sales@orchardtoys.com

Visit us at: TOYFAIR, STAND B12 Also at: HONG KONG NUREMBERG SPRING FAIR

Toy News December 2017.pdf 1 03/11/2017 11:07:51

CMY

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Product Guide

FUNKO

Pop culture fans, rejoice. Funko is returning to London Toy Fair armed with a greater line-up of collectable must-have than ever before. It's time to get your geek on as the firm details just what it has in store for the year ahead

Funko Europe 0203 376 3223 Funko Europe is at London Toy Fair for the first time this year, and the team has come armed with a host of exciting products to share, including its highly sought after Pop! Vinyl, as well as other collectables, homewares and plush. The firm will also be sharing its not to be missed Loungefly collection this year. Funko will be showcasing its iconic Pop! Vinyl products, including Marvel, Star Wars and Harry Potter. Whether you’re a lover of TV, film, gaming, anime, or sports, Funko has over 200 properties to choose from, so there’s something for everyone, with a vast array of products on display from franchises such as Overwatch, Dragonball Z, One Piece, Rick and Morty and Lord of the Rings. It’s also your chance to take a sneak peek at a host of exciting new ranges to be released very soon, including Premier League Football (featuring stars such as Zlatan Ibrahimovic and Eden Hazard and teams Liverpool, Chelsea and Manchester United) Black Panther and James Bond. Not only will you get a first look at the latest Pop! products to hit the shelves, but you will have a chance to view some of Funko’s other exciting lines, including its mini figures (Pint Size Heroes and Mystery Minis), as well as Dorbz, Action Figures, Rocky Candy and more. . If you want something different, you will love Funko’s more functional products – its range of homewares spans across licenses such as Star Wars, Marvel, and DC, so plenty to choose from if you want to adorn your kitchen with geekery. Featuring products such as egg cups, storage tins, spatulas, pizza cutters and more, the possibilities are endless.

Anyone who’s found themselves falling in love with the adorable Porgs from Star Wars: The Last Jedi will love the Porg Cookie Jar, it even makes their trademark noises when you open it. If you’re after something a bit more soft and cuddly then fear not, there will also be plenty of plush on show from licenses such as Star Wars, Harry Potter and the popular Rick and Morty. Porg fans will be pleased again to see that these cuddly critters come in all shapes and sizes, but for something less fluffy and with a bit more grit, the firm will also have BB-9E, Praetorian Guards and a whole lot more.

Keen bag and accessory lovers will be delighted to hear that Loungefly will be arriving in EMEA thanks to Funko – a recent acquisition that fits right in with its pop culture ethos. Known for its eye-catching, statement pop-culture themed bags, the Funko team will have a broad selection of these items on display, ranging from handbags to backpacks, accessories and purses. Be sure to visit Funko at stand E130 at London Toy Fair this January.

Find Funko at:

Stand E130

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Product Guide

Muro 07979 152 444 info@mymuro.com

JEREMY BOND Director

After a strong year of developments and prelaunch activity, Muro is showcasing a full retail launch at London Toy Fair this year. Co-founded by brothers, Tim and Jeremy Bond, Muro was originally an idea thought of in Tim’s garage back in 2014. The pair are hugely proud of the journey that Muro has made between then and now are both excited to start shipping their first products to Kickstarter pledgers in the autumn. Muro is billed as the plug and play wooden toy that has taken a traditional idea and turned it into a fun learning toy with no technology in sight. Muro gives parents the power to build their own personal and unique busy boards for their children. By adding toys that suit a child’s interest and stage of development, parents are able to create the ideal space that is both educational and fun. All activities on Muro can be easily changed, meaning that parents can ensure that their child is always entertained. Toys of increasing complexity can be added to aid the development of key skills in this toy that quite literally grows with a child. Muro can entertain toddlers as well as assist them in learning about colours and shapes. Find Muro at: gh28

Stand GH 28

EasyRead Time Teacher Ltd 01684 566 832 sue@easyreadtimeteacher.com

SUE SHACKLETON Director

There’s a stage in every child’s life, when they are learning to tell the time. EasyRead Time Teacher makes a range of wristwatches, wall clocks and alarm clocks, all designed to help children aged five and upwards master this essential life skill, with a simple three-step teaching method. Attractive, colourful and educational, EasyRead Time Teacher clocks and watches are loved by children, parents and grandparents. The product range comprises Wall Clocks (29cm diameter, battery operated), Alarm Clocks (12cm diameter with night light and snooze function), Wristwatches (33mm in diameter in four colour schemes) and extra watch straps offering seven additional colours. Furthermore, EasyRead Time Teacher is introducing its newest product at this year’s London Toy Fair, a selection of Tell The Time Card Games. The set features two packs of playing cards (level one and level two) which can be used to play Tell The Time Snap and a host of other games. Both packs consist of 64 cards, featuring clocks showing 16 different times. It has been championed as a great way to have fun while learning to tell the time. EasyRead Time Teacher offers a Starter pack product selection for retailers wishing to try out their products in store. Find EasyRead Time Teacher at:

Stand GH 05

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Product Guide

LEAPFROG LeapFrog will be returning to London Toy Fair this year to showcase its biggest toy launch to date. If that hasn't whet your appetite enough, read on to discover just what the children's developmental company is bringing to the big January show this time around

LeapFrog 01235 555 545 LeapFrog, the leader in innovative developmental solutions for children, will be returning to London Toy Fair this year to showcase its biggest toy launch yet. 29 new products will be shown at the event, including four new role-play toys to sit alongside the popular Scoop & Learn Ice Cream Cart in the popular LeapFrog Role Play Range. A brand new LeapStart with an exciting innovation will also be unveiled, while in addition, LeapFrog will be entering a whole new cateogyr, aiming to grow it by adding in best-in-class curriculum through engaging electronic content. Five of these new products will be available for spring/summer 2018. The Rainbow Lights Ladybird teaches colours and letters in a fun and imaginative way. With every push of the toy, Ladybird changes colour and introduces the letters of the alphabet. Letter songs expose young children to the sounds that letters make and lay a critical foundation for their developing language skills. The Rainbow Lights Lady is aimed at kids aged six months and upwards. The Popping Colour Mixer Truck offers fun, guided pretend play that builds early colour and counting skills. With each drop of a colour ball, children explore colour names and colour mixing. As they push the truck along, they exercise their developing motor and hand-eye coordination skills. The product is for children aged six months and older. Meanwhile, Tad’s Fridge Phonics is a refresh of the popular Fridge Phonics. The product is designed to reinforce alphabet knowledge, letter names and sounds as children play with the letter tiles, which

also help to strengthen fine motor and coordination skills. Children can also now personalise some of the tiles with their own photogrpahs. It is aimed at kids aged two and upwards. The Hug and Learn Bears Book introduces infants to an early exploration of books and reading basics. This book about family, colours and shapes is designed to help develop motor skills as children flip through the pages and play with manipulative features to exercise hand-eye coordination. Finally, Dino’s Delightful Day Book is an interactive storybook where children

explore every letter of the alphabet along with words associated with these letters. Pairing early phonics with a playful reading experience helps children make the connections between letters and the sounds they represent – a critical foundation for future reading skills and is designed for children aged 12 months and over as an essential learning tool. Make sure you visit LeapFrog’s stand at Gallery 500 to find out more about the company's 2018 offering. Find LeapFrog at:

Gallery 500

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Product Guide

SMART TOYS AND GAMES KAREN CLARKE Brand director

Smart Toys and Games has gone nuts, well, acorns this season with its new SmartGames' title Squirrels Go Nuts. Of course, that's not all and the firm is delivering new releases across all three of its striking toy brands. Brand director, Karen Clarke tells us all about the Toy Fair offering

Smart Toys & Games julia.cake@smart.be Smart Toys and Games is the creator of three striking toy brands: SmartGames, SmartMax and GeoSmart. The much-loved company is looking forward to making a return to London toy Fair this January, as it showcases new and exciting products across all three brands. Commenting on the return to Toy Fair, Karen Clarke, brand director at Smart Toys and Games, said: “This will be our fourth year exhibiting at Toy Fair and each year it becomes an even more important fixture in our strategic planning, providing the perfect kickstart to the year. “We look forward to showcasing our new lines to the industry and engaging with long-standing retailers we work with, as well as meeting potential new ones.” Toy Fair 2018 marks the arrival of lots of new lines from SmartGames. As the worldwide leader in multi-level logic games, the award-winning games have multi-level challenges from the very easy to the every challenging. 2018’s offering will certainly not disappoint as the collection will continue to grow with the new compact games, as well as expanding the IQ games collection, and the new addition to the popular fairytale range Sleeping Beauty. Another game not to be missed is Squirrels Go Nuts, where the aim is to help the squirrels hide their acorns by sliding the pieces around the gameboard so that all the squirrel’s acorns are dropped into the holes and safely stored for winter. Retailers can also look forward to seeing what’s new from SmartMax, the awardwinning pre-school magnetic construction system which allows children aged one and upwards the chance to explore the

fascinating world of magnetism in a fun and safe way. 2017 has seen the popularity of Smartmax continue to grow with the new My First range, which has been a real bestseller. At Toy Fair this year, the brand will be introducing a SmartMax range with LED lights, as well as expanding the My First collection. The announcement is sure to delight SmartMax fans, as children from as young as 12 months can safely discover the magic of magnetism with the new My First Farm Animals set, which features four extra large farm animals, which are soft to touch, easy to grab and connect using the magnetic bars. Little ones can mix and match the farm animals in sets that include a chicken and rooster which can be clicked on to the balls so they wobble. Finally to GeoSmart, the magnetic construction set that enables children from five upwards to build different structures using a selection of magnetic geoshapes, Toy Fair 2018 welcomes the

arrival of Flip Bot. This ingenious toy will allow children to create their own remote controlled Flip Bot, a cool robot car that once constructed can be driven and flipped. Featuring bright colours, strong magnetic geoshape pieces and more, GeoSmart is the ideal STEM magnetic construction set. In addition to seeing what’s new from Smart Toys and Games, visitors can also look forward to getting acquainted with the brand’s top sellers, including Camelot Junior, Little Red Riding Hood, Three Little Piggies and Smarter Car 5x5. The SmartMax My First range has been a hit including My First Safari Animals and My First animal Train, along with the Ball Run and Vehicle Magnetic Discovery Sets. The GeoSmart space theme has been immensely popular, too including Lunar Rover, Solar Spinner and Mars Explorer.

Find Smart Toys adn Games at:

Stand F36

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The Disney range is available at stand GH54

www.playandgo.eu

opm. advertentie-Toyfair-183x115mm-P&GDisney-v1.indd 1

ÂŠ Disney

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play. learn. create. Introducing MUROTM - the worldĘźs first modular activity platform.

www.mymuro.com

sales@mymuro.com

London Toy Fair Stand GH28

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Product Guide

WINNING MOVES With Dumbledore's Army behind you, you cannot fail to triumph in Winning Moves' Harry Potter-themed Match game this year

Winning Moves 0207 262 9696 Winning Moves is heading to London Toy Fair with Dumbledore’s Army at its side. OK, make that a plethora of Harry Potter themed products, but it’s still magical nonetheless. Match, the Crazy Cube Game meets that magical World of Harry Potter this year as a new licensed version of the game released for 2018 will have players racing to match five of their favourite witches or wizards horizontally, vertically, or Diagon Alley. (Get it? Diagonally, right?) all in order

to win the game and score one point. Players can pick up extra points if their Top Trumps character card matches their row. The first one to reach five House points, wins the Triwizard’s Cup…we mean game, wins the game. This exciting game of skill snaps closed and fits neatly into your bag, meaning you can take it and play it anywhere. It has been billed as the perfect game for all fans of the film and book series and features all of the popular Harry Potter characters, including Dumbledore, Draco and Dobby. The story continues with many more hot new Top Trumps licenses, including Friends, Fast and Furious, Rick and

Morty, PJ Masks, Manchester United FC, Unchartered, David Walliams and more. Make sure to visit the team at London Troy Fair stand E115 and at the NEC Spring Fair to take advantage of the firm’s show offer of five per cent off every £500 order and 10 per cent off every £1,000 order.

Find Winning Moves at:

Stand E115

GIBSONS GAMES Sherlock Holmes returns with a host of 50 new cases to be solved in Gibsons' first expansion for the popular 221b Baker Street board game

Gibsons Games 0208661 8866 sales@gibsonsgames.co.uk Gibsons has been extra busy throughout 2017 and this year will see the launch of a game expansion and 80s inspired gift. The first addition is a much-requested expansion pack for the best-selling game, 221b Baker Street, which will be available in April 2018. Having sold out every Christmas since its re-release in 2014, the Sherlock Holmes inspired game encourages players to roam

the streets of London in a search for clues to solve a mysterious case. Presented in a smart burgundy box that sits handsomely besides its counterpart, the expansion pack includes 50 new cases that are just waiting to be solved. Joining Gibson’s successful licensed range of gift jigsaws

this April is the mathematical wonder, Ribuk’s Cube. Rubik’s Cube is more than just a toy, it’s a competitive pursuit and an emblem of the 1980s. Gibsons has taken the iconic cube and turned it into a devilishly difficult, double-sided, 500 piece impossi-puzzle. Presented in a giant tin version of the much-loved toy, the Rubik’s Cube jigsaw puzzle is not for the faint hearted.

Find Gibsons Games at:

Stand E40

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Product Guide

UNIVERSITY GAMES Smart Ass is back with a complete re-branding and four new titles to play as University Games heads into what it believes to be another year of growth ADRIAN WHYLES MD

University Games 03334 050 120 2017 was quite the successful year for University Games who, once again, saw significant growth within board games. The performance of the brand favourite 5 Second Rule was fuelled with the support of the mini game as well as the introduction of 5 Second Rule Jr. Now, University Games is setting its sights on a bigger and better 2018 with new releases and re-imaginings of many more of its favourites. The quick thinking, fast paced Smart Ass is the number one focus for the year, a top seller for many years with more than 2.5 million copies sold worldwide. Making a grand entrance with a complete rebrand, new questions and four different versions including the original board game, the original card game as well as two special edition card games: 90s Nostalgia and Geek Chic. New for 2018, Ultra Dash is already a hit across the pond, making it into the 2018 TOTY finals. With three different game modes including solo play, head to head and team vs team, players design their course using different coloured targets. When the colour flashes on the wand, they have to race to the matching coloured target against the clock and connect it. The quickest to complete the course wins. Next, get ready to do the Jitterbug. Jitterbug can’t keep his legs on in this game aimed at kids aged three and upwards. The Jitterbug jumps wildly around while players try to attach legs to him. The first player to attach all their legs to the Jitterbug wins the game. Back with a revised format including all new branding and gameplay, Pointless will also be a key focus for 2018. Track points

with the app, which includes realistic sound effects and there is a complete set of new questions. of course, players are playing for the Pointless Trophy and the jackpot prize. An exciting and new market for University Games sees 3D Pixel Puzzles become a key brand focus. There will be eight different puzzles to create with differing levels including spilled wine, coffee, a cheeseburger, cupcake, shark, sushi and astronaut. The last new addition to the portfolio of games is Fishing for Words – the aim of the game is to catch the biggest word. Roll the dice, make the longest word you can and score points as you go, each game player takes a turn to make a new word

off the current word already down using any spare dice. The player with the highest score after five rounds wins. 2018 will continue with marketing campaigns to support brands including TV for 5 Second Rule, Googly Eyes, Staccups, Ultra Dash, Smart Ass and Jitterbug, matched with PR campaigns including influencer outreach for unboxing videos. Adrian Whyles, University Games MD, said: “2017 has been a fantastic year for the business and we have seen some great results. We are taking the energy and success generated and planning a momentous 2018.” Find University Games at:

Stand F10

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Product Guide

VTECH CHARLOTTE DRAKE brand manager

Having secured its number one infant and toddler position for another year, VTech is heading to London Toy Fair with a host of more than 57 new items to delight retailers. Senior brand manager Charlotte Drake details all

VTech 01235 555 545 With continued growth and development in 2017, VTech Baby has secured its number one infant and toddler position for another year. VTech now hopes for this trend to continue into 2018 with over 57 new items under the VTech Baby brand alone, all of which will be showcased at this year's London Toy Fair. For the littlest of VTech Babies, the firm has Lullaby Sheep Cot Light. Parents or

child can simply press the sheep button to play soothing responses that calm your little one and send them off to a peaceful sleep thanks to its dulcet tones. Responses include three sing-along lullabies, 40 calming melodies, relaxing nature sounds and soothing shushing sounds. Users can choose between the two modes to play either music or sounds. The cot light features a ten, 20 and 30 minute timer, volume controls and light controls that operate the night light and the rotating light pattern projected onto

the ceiling, while the built-in sound sensor plays calming responses if baby cries. The kit comes with a strap included to securely attach the unit to a cot. With over 80 new products launching at Toy Fair 2018, it is best for retailers to visit the VTech stand at Gallery 500 to join the excitement and see what will stand out for them. Find VTech at:

Gallery 500

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Product Guide

SANTANDER STEVEN DURY customer & innovation

In the days of contactless cards and online banking, the concept of money can become an abstract notion to youngsters. As a solution to this, Santader is introducing this innovative line of interactive money-box toys to help the little ones learn the true value of money.

Santander contact@thoughtmachine.net Santander is making its debut appearance at Toy Fair 2018 with an advanced prototype digital money box for children aged five to ten years old, called Money Monsters. A collaboration between one of the UK’s most forward thinking banks and a leading design technology company in Old Steet, these fun, physical beasties with glowing eyes and mouth aim to help children get to grips with the concept of money in our increasingly cashless society. “When we were kids, we had physical piggy banks,” said Stephen Dury from Santander’s Innovation Team. “But these

days our children see us parents tapping our cards to buy things and have little idea about how much thigs really cost. “We want to help them understand the value of money in the digital world and set the next generation on the right path to developing their financial capabilities. Five, six and seven year olds can’t log into an app as they don’t have mobile phones, so we believe this could be a really smart way to bridge the gap and make learning about money matters fun.” The coin-free critters will oome in a variety of colours with a multitude of crazy ccessories and extra body parts so children can create a personal relationship with their modern day piggy bank. The package will include an app for parents to give money to their child

wherever they may be, as well as a contactless pre-paid debit card which can be used to safely spend the money held inside the monster. The Monster have been created and will be managed using the latest banking technology and will also be regulated by the FCA. Santander’s purpose at Toy Fair 2018 is to find potential partners who share the same passion for helping youngsters to understand digital money. All opinions are welcome, so please come and say hello at Gallery Stand 200 and let the team know what you think. Find Santander at: Gallery 200

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ÂŽ

Fiesta Crafts Ltd - 121 Brooker Road, Waltham Abbey. EN9 1JH

www.fiestacrafts.co.uk

stickabouts

New

Games

Pocket money price

Great for travel

Book-style games

Glue-free sticky pieces

Tel: 020 8804 0563 - sales@fiestacrafts.co.uk See us at the shows:

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Product Guide

MARBEL JOE RUSHWORTH sales manager

Hape, Relevant Play, Nanoblock and Pink Poppy are all out in force this London Toy Fair under the Marbel banner. Read on to discover just what the toy firm has in store for you and your toy shelves for the rest of 2018

Marbel 0845 6000 286 For London Toy Fair 2018, Marbel, the exclusive UK and Ireland based distributor is excited to present its latest range of fun and innovative toys. From brands such as Hape, Relevant Play, Nanoblock and Pink Poppy, each has one thing in common: a passion to provide tools for both fun and learning. Hape, renowned for producing toys from the highest quality sustainable materials, introduces a range of thrilling new products ideal for any childâ&#x20AC;&#x2122;s toy box. As the perfect platform for STEM learning, Hape has extended its range of Quadrilla marble runs, jam-packed with

drops, twists, high speed shoots and turns. Hape also ventures into new avenues of outdoor toys, an essential part of any childhood. Explore the outdoors with its fun collection of periscopes, telescopes and detective sets. Relevant Play and its Mad Mattr range is expanding. Press it, mould it, knead it, squeeze it and sculpt it. Mad Mattr now transforms into Meteor Monster, the super fun collectable toys hidden within the dough-based modelling compound. Mad Mattr also introduces Quantum Pack with an all in one construction kit which includes the ultimate brick maker. Nanoblock previews its micro-sized building blocks which create amazingly realistic and detailed, three-dimensional models. The new additions to its Mini

Collection series include some your foodie favourites; pizza, donuts and icecream. The new sorting storage box and collection cases are ideal for keeping your creation all in one place. Pink Poppy is launching a new range of beautifully dazzling hair accessories and jewellery. Itâ&#x20AC;&#x2122;s the perfect way to play dress-up fit for a princess (or prince) with a range of pastel and metallic tones in shades of pink, blue and green. From magical unicorns, flower fairies and glitter mermaids, there are plenty of mystical creatures: just what dreams are made of. With so many new products, be sure not to miss out. Find Marbel at:

Stand B50

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Product Guide

PAUL LAMOND RICHARD WELLS MD

The board game and puzzles specialist is launching into 2018 with a wealth of new titles including Reveal, Stupid Deaths and Kersplatt. MD Richard Wells talks us through the line up for this year

Paul Lamond 0207 254 0100 Look out for the innovative new range of fun, high energy board games that will be launched by the games and puzzles specialist, Paul Lamond this year. Previewing at London Toy Fair will be a series of new games, set to entertain the whole family that will include Reveal, Stupid Deaths and Kersplatt. Available from February is the hilarious, fast-paced, family board game, Kersplatt. A high energy, tactile but strategic board game that will see players Kersplatting opponent’s pieces in an attempt to be the first to get two pieces home. Players have to get creative and make their own play

pieces with the modelling dough provided, then it is all to play for as they race home, Kersplatting their opponent’s creative masterpieces along the way. Reveal is an exciting, trivia-style board game with a difference. There are no questions, only answers. Guess the hidden movie, TV show and song titles to gain medals to walk the red carpet and crowned Champion of the Titles. To win medals, a player must choose a category, then the first initial of each word in the title is revealed. If the player’s guess is incorrect the next letter in each of the words is revealed. The quicker the title is guessed the more medals are won. Another brilliant and entertaining family board game for 2018 is Stupid Deaths. The question is just how did these people meet

their end? Advance around the board by working out whether the implausible, and sometimes rather amusing demise is true or false. To win, players must get around the board without being caught by death. In addition to these blockbusters, there will also be a travel-size Now That’s What I Call Music Card Game available which will coincide with the release of the Now That’s What I call Music 100th edition. Following the success of the Jamie Raven Magic Range launched last year and in support of his new UK 2018 Tour, there will be a new Jamie Raven Ultimate Magic Set released later in the year.

Find Paul Lamond at:

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Product Guide

Alphabet Pie info@alphabetpie.com

GEORGE PORNARIS MD

It’s an exciting time for Alphabet Pie to be heading to London Toy Fair this year, having had great response to Nutty Putty in 2017 and gaining a variety of small and large retailers both nationally and internationally. 2018 is now a big year for the firm who has been hard at work designing and expanding its range of products while staying in line with its core beliefs and ethos by expanding little minds and creating big imaginations. Alphabet Pie’s growth within the arts & crafts sector has inspired it to keep its fans engaged with a new look to its Nutty Putty brand as well as the launch of the first three of its large pocket money range. As the industry knows, slime and anything similar has become an international trend among the tweens. Alphabet Pie now introduces the new Mix Up Clay, a soft shape-able, stretchable and bounce-able slime-type air-drying putty with a difference. Inside the packet are four little pots of colourants that can be mixed to make your own colours before creating anything your imagination can cook up. Mix Up Clay promotes dexterity and hand-eye coordination with none of the mess of slime. The new addition, Nutty Putty Art Soap is a moldable putty that offers pre-school children the chance to create their own soap designs, The ingredients are friendly and constitute of natural soap, cornstarch and distilled water. Pay us a visit, we look forward to seeing you and we have lots of chocolates and sweets to get you through the show.

Find Alphabet Pie at:

Stand GH59

Orchard Toys 01953 859 520

SIMON PREST Sales director

Leading educational games and jigsaw manufacturer, Orchard Toys is excited to be showcasing a new range of pre-school puzzles, alongside new games at London Toy Fair 2018. The Look and Find activity puzzle range for kids aged three and upwards is a new way to learn. Covering key pre-school topics including the alphabet, numbers, shapes and colours, each box contains two jigsaw puzzles: one learning puzzle and one animal scene. Money Match Café is a fun role-play money game where players race to be the first to serve all of their meals to the correct tables. This game encourages children to create a café scene using their own teddies, dolls and toy as customers at the 3D tables. They must use their skills to add up the coins on the cards to match the total price of the meal. Dinosaur Lotto is a colourful, dinosaur themed matching and memory game for children aged three to seven. . Visitors to London Toy Fair can receive a free stock pack worth £104 rrp, valid on orders over £400. Find Orchard Toys at:

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Product Guide

Bureau Veritas 01925 854 386

MALCOLM HORNER technical consultant

Bureau Veritas has become a fundamental part of testing the safety standards of toys within the industry. With a strong team in force, it believes that safety and quality are fundamental concerns for all consumers, particularly parents who buy toys and other products related to children. At the show, Bureau Veritas offers technical guidance for existing and up and coming brands, to hep bring products in line with global regulations. This year, the firm will have two of its most experienced technical team on hand to speak with people and offer advice. Malcolm Horner, technical consultant, has over 40 years experience in the toy and consumer products testing business, while, technical consultant, Simon Stokes has 23 years’ experience in the toy and juvenile products testing business. Both are members of several BSI committees responsible for juvenile products safety standards. Toy testing is one of Bureau Veritas’ core product lines, having worked with industry bodies to develop the services it offers to it clients and the Toy Fair allows the firm to share its knowledge with clients.ve been involved in.” Find Bureau Veritas at:

Stand GH36

Thames & Kosmos 01580 713000

EMMA HANLON International account manager

Returning to London Toy Fair for the seventh year in 2018, the firm is excited to unveil a new range of fun, interactive educational and STEM toys and games for release throughout the spring/summer season. The Globes range includes two new educational globes: Day and Night Globe, which is a representation of the Earth by day as well as a lit star and constellation map of the sky at night, and Kids First Globe. Drop It is a tense strategy game where players have to choose shapes and drop them in the Drop Zone. If the shape doesn’t break any rules based on where it lands, the players earn points based on how high it landed and if it is touching bonus circles. Mercado puts players into a marketplace environment as they compete to purchase goods, while continuing to tap into the exit room trend, Thames & Kosmos is launching four new editions of the popular Exit: The Games series. The Sunken Treasure, The Orient Express, The Museum and The Sinister Mansion add to the range from spring 2018. Enter the world of magic and sorcery with the new Magic Hat complete with a rabbit puppet and 35 magic tricks to learn, as well as three Magic Kits – Gold, Silver and Onyx, each containing props, illusions and tricks. Find Thames & Kosmos at:

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Product Guide

JAZWARES Hotel Transylvania has come to Jazwares this season as the firm prepares to launch a new line of toys ahead of the release of Hotel Transylvania 3. Elsewhere, the firm continues to drive Roblox to success and delights in the ongoing Fingerlings phenomenon

Jazwares 0203 598 0270 Jazwares is thrilled to be unveiling a new movie property, extensions to its hottest brands and some exciting new distribution lines at London Toy Fair this year. Expect to see a refresh for the hugely successful online game Roblox, including all new characters, vehicles and playsets, and a comprehensive offering for the girl gamers, all supported by some heavyweight marketing. Jazwares will also be revealing an exciting range of toys for the new brand Hotel Transylvania, including collectables, plush and fashion dolls, each launching in summer 2018 to tie in with the theatrical release of Hotel Transylvania 3.

On top of this, Jazwares will be introducing new characters from the Christmas 2017 smash hit – Fingerlings – to excite the ever growing fan base. Also new for 2018 will be a range of Helix outdoor products which are set to be a major hit for spring, coupled with a robust TV marketing campaign. Visitors will also get to see all-new product ranges for pre-school properties Bob the Train, Farmees and Bottle Squad. Roblox is the largest social platform for play that allows kids to imagine, create and play together in immersive 3D worlds. Over 22 million user-generated online games have been produced on the platform with over 64 million players visiting Roblox every month to create adventures and experiences. Meanwhile, the Jazwares toy line, based

on new and classic character from the franchise will hit shelves in summer 2018, leading up to the release of Sony Pictures Animation’s Hotel Transylvania 3. The range will consist of blind collectables, figures, plush, playsets and a selection of role play products. MetalFigs by Jada, distributed in the UK by jazwares, and featuring authentic character likeness, these die-cast figures are sure to be a standout in any collection. Each posed Nano figure is made of 100 per cent die-cast metal and stands at 1.65 inches tall. The new Nano MetalFigs line launches with characters from DC, Harry Potter, Marvel and WWE.

Find Jazwares at:

Stand B100

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Product Guide

1 Two Kids 01383 735 134 1 Two Kids is returning to London Toy Fair for the sixth year running, taking up residence in the Greenhouse area where it looks forward to showcasing to customers old and new. The firm will be displaying a new Disney range fro Play & Go which it believes is going to be a popular choice among retailers this year, a new teether from Sophie la Girafe that it is sure will be among the top five selling products in the range, new gift sets from Nailmatic Kids and Baby Blocks from Milestone. While the past year has been tough on retailers, the firm has seen its trade increase year-on-year, something it puts down to working with great, strong ranges, evergreen products and a slate of top notch retailers. It is a strategy the firm will continue with going into 2018. While the year ahead may come with its challenges, 1 Two Kids will focus on doing what it does well, and that is bringing high quality, must have products for babies and kids to premium retailers in the UK and ROI. The firm will be working with a new brand in 2018 and is looking forward to finding out what new customers think of the new brand.

Green Elephant Trading 08708 032 116

Find 1 Two Kids at:

Stand GH47 NICI WILCOX MD

Green Elephant Trading is back for the third consecutive year at the London Toy Fair, setting up shop in the popular Greenhouse area. This year, the company will be focusing on the ever-popular Crazy Aaron’s Thinking Putty, bringing a wealth of exciting new additions to the range for 2018. The past year has been one of success for Green Elephant Trading, having seen a 100 per cent growth on 2016, and armed with a full range of Crazy Aaron’s Thinking Putty, is expecting 2018 to deliver the same level of success once again. Approaching Toy Fair as the fantastic annual opportunity to meet major toy buyers as well as the UK’s many independents, Green Elephant Trading is expecting to see continued growth throughout the year ahead – all in spite of the multitude of copycat brands it is contending with. However, Green Elephant Trading is a name of great reputation among the toy industry. Our customers love the quality and innovation of Thinking Putty and its popularity shows no signs of slowing down, said the firm. Find Green Elephant Trading at:

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Who ’s The Smart Ass Among Your Friends And Family? Find Out With This Outrageous, Fast-Paced Party Game. Visit us at London Toyfair, Grand Hall, Stand F10 For more information please contact us: T 03334 050120 E info@ugames.uk.com www.university-games.co.uk

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Product Guide

Aardvark Swift 01709 834 777

CHRIS MELLOR Recruitment consultant

We’re Aardvark Swift, your friendly toy industry careers and recruitment experts. Whether you need a helping hand finding your dream job, of you’re searching for the perfect person to join your team, we can help you. Our specialist toys and licensing consultant, Chris Mellor is on hand to discuss vacancies and opportunities with you. He really knows his stuff, and handles opportunities at all levels, from graduate to senior executive. He can work with you across every discipline from sales to product development and licensing. If you’re not sure where you might want to go next, or haven’t spotted the right vacancy just yet, don’t worry about it. We will go out there and find you your perfect match with a company who needs someone just like you. And that brings us to our clients. We are also here, of course, to speak to you about your vacancies. As a specialist agency, we can really understand your brief and your requirements. We have been working as a toy industry recruiter for 25 years now, so we know a thing or two about finding your next superstar. We are not just here as recruiters, we love this industry and it’s great for us to hear all about your projects. Come and tell us what you’re working on, Chris cant wait to find out. “There’s a lot of innovation going on here, and I am excited to see what else tech and toys can create. The toy industry is only just beginning to get to grips with how technology can be used to enhance the experience of the children using it, I can’t wait to see all of the new developments this year,” he says. “The ability to integrate apps, websites and games with toys is creating opportunities for play that we couldn’t have imagined." Find Aardvark Swift at:

GH10

Max Mindpower info@max-mindpower.com

NIKKI COLLINS MD

Max Mind Power is making its London Toy Fair debut, heading to the Greenhouse area to showcase its new range of Teddy Bears designed to teach kids meditation. That’s right, Max Mindpower consists of two bears that play guided meditations and breathe along, to enable children to learn all about wellbeing in a fun way. The bears come in two age ranges: Max Junior is for children under six and Max Senior Is for children six years and over. Each bear has a separate book set which consists of 30 books in the first series for Max Senior and eight for Max Junior. Max Mindpower has seen some positive feedback to the new range, despite having only been operating for a short time and the firm is in a good position for growth over the coming year. 2018 is looking to be a big year for the Max Mindpower brand with big marketing plans in the pipeline and product expansion planned as Max Mindpower launches into the US in March.

Find Max Mindpower at:

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Product Guide

SCHÄFER TOY COMPANY CHRIS WINSTANELY Snr sales dir.

If you are looking for a creative building product that goes beyond the world of other construction toy brands to even more realistic and beautiful designs, look no further than Brixies from Schäfer. With some of the top London landmarks in their portfolio this range is truly a cut above

Schäfer Toy Company 0268 9570 291 Schäfer Toy Company is specialised in the development and worldwide distribution of branded toy goods. The firm’s portfolio includes an array of popular international brands as well as its own developed brands. One such brand that will be heading to London Toy Fair this year is Brixies, the popular construction toy for more advanced builders. Brixies stands for the idea to build individual 3D works of art. Each mini brick in the set is made from high quality ABS plastic, complying to the latest safety standards for children’s toys. The smallest brick in the Brixies assortment measures in at 4x4x5mm and the largest brick only 35x8x5mm, meaning these sets are for the older kids who enjoy the challenge of creating. The design of the Brixies brick also means that the brand’s team of designers can create models that are highly detailed and as close to the original building or construct, as possible. Albeit to scale, of course. A London bus, the Houses of Parliament, London taxi, iconic telephone box and London’s Tower Bridge are just some of the sets available and on display at this year’s London Toy Fair. Of course, that is not the full extent of Brixies’ portfolio, one that boast a vast array of builds from iconic landmarks and buildings from across the globe, to musical instruments, animals, characters and postcards, holiday settings and a whole lot more fun stuff. There are 23 different colours in Brixies’ range, providing for colourful and real-

looking construction kits that kids and adults can enjoy alike. It goes without saying that the quality of the team’s Brixies bricks is its highest priority, and as such the firm has extended the product guarantee to five years. This also includes a spare part service for all of its end consumers to enjoy. Delve into the Schäfer product portfolio by visiting the team at London Toy Fair this year. Find Shäfer at: GH79

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Product Guide

BIG POTATO EMILY POLGLASE Head of sales

Big Potato's Board Game Menagerie is back in town and it boasts an exciting line-up from the likes of Obamma Llama and Bucket of Doom through to Rainbow Rage, Mr Lister and the new Truth Bombs created with YouTube stars Dan and Phil. Read on to discover more

Big Potato 0203 620 9495 Roll up, roll up… Big Potato’s Board Game Menagerie is back in town. Don’t miss this year’s extraordinary new line-up. All the way frm Belarus, the firm is delighted to introduce Volga, the Bearded Potato Lady. Marvel at the Two-Headed Potato and his even more unfortunate brother, Inside-Out Boy. Watch in wonderment as SwordSwallowing Potato makes not one sword disappear, but two, from both ends. Ogle the amazing Three-Breasted Potato – no trick mirrors. You will find all this, plus a plethora of board games, classic and new at Big Potato’s Board Game Menagerie for three days only, at Stand H46, London Toy Fair. But theatrics aside, the firm is bringing an exciting array of titles to London’s biggest toy show this year, including favourites such as Obama Llama, Bucket of Doom and Mr Lister, all the way through to its latest release and result of a collaboration with YouTube’s Dan and Phil, Truth Bombs. It’s promising to be one hell of a show for the Shoreditch-based outfit, made all the livelier thanks to the usual showmanship you have only come to expect of this group of potatoes.

Find Big Potato at:

Stand H46

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Team of the month

MAGIC BOX TOYS Gearing up for the launch of new collectables line SuperZings – Rivals of Kaboom in January, Magic Box Toys is in full swing, preparing to take the pocket money category by storm in 2018. We sat down with the firm’s owner, Ben Harper to meet this international team

Who's in the team?

We have a team of more than 20 people split across Spain, UK and China, including owner David Bella, commercial director Fernando Del Rio, creative director Andreu Sierro and myself in the UK, Ben Harper. We are a family owned and run business, and our biggest internal team is in the creative area. Creativity is such a crucial

What's been biggest challenge of the year? We’re launching a brand new collectable called SuperZings in 2018. Finalising the launch range and implementing one of our biggest ever marketing campaigns has undoubtedly been our biggest challenge. At the same time, it has been something that we’ve all thoroughly enjoyed, as the

part of what we do.

concept is a lot of fun to work with.

What have been your standout projects of 2017?

What's the best part of working in the toy industry?

2017 has been a fabulous year for Zomlings. Series five and six have been a huge success for us in the UK and Spain, and our

Developing and playing with toys is a great way to earn a living! We love to see our projects go from the seeds of an idea

international roll out has continued.

through to a fully formed brand.

The hardest part? Waiting for sales data!

Any big plans for 2018?

We will launch SuperZings in both UK and Spain in January 2018. It’s one of our biggest ever launches and is a concept that we really believe in. The reaction to the brand has been fantastic so far and we think kids everywhere are really going to love it.

Who makes the best cuppa?

I’m claiming that crown! I’ve tried many times to explain the importance of an afternoon cuppa to our team in Barcelona but they just don't seem to understand!

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Appointments

Industry moves The festive season saw a number of changes across the world of toys including changes to Mattel’s UK sales operation. Elsewhere, Revell sees a new country manager and Smart Toys and Games welcomes a new national accounts manager Revell

Mattel DOMINIC GEDDES is leaving the firm after 19 years of sales and country management leadership. MICHAEL HICK will be taking over Geddes’ role as country sales lead for the UK and Ireland. In his new capacity, Hick will report to SANJAY LUTHER, managing director europe. Hick joined the toymaker in 2008 and quickly rose through the ranks of the UK sales organization, being named sales director in 2013. More recently, he led the Regional TRU team as senior sales director before now making his return to the UK outfit of the global toymaker.

Tactic Games

The R/C firm has detailed the promotion of JAMIE MABBS as he steps up from head of sales, UK and Ireland and into the role of UK country manager. During his five years with Revell, Mabbs has successfully introduced a number of major new category launches to the UK & Ireland. Mabbs will now be responsible for the UK sales and marketing teams and commercial strategy and will be reporting to Revell´s sales director international, MARKO RACHNER.

The Finnish board game company has appointed PHIL O’NION to the role of business development manager. He will be based in the UK, working alongside country director JEREMY PATEMAN and sales director ROB FORT to develop new layers to the business. With an extensive background in the toy industry, O’nion has most recently held a position with Fab Distributions. Prior to this, he held tenure at Puzzles & Play, Cartamundi, Stadbauer, Gibsons and Bluw.

Smart Toys and Games The STEM specialist has bolstered its sales team with the appointment of JULIA CAKE as its new national accounts manager. Cake will be responsible for managing the principle major accounts with key brands including Smart Games, Smart Max and Geo Smart. She brings with her over 15 years’ experience of working in the toy industry and has previously held roles at Oregon Scientific, Mattel and Schleich. “I am looking forward to the challenges that this new role will bring,” said Cake. PETER ROOKE, director, added: “We are excited about the wealth of experience and industry knowledge Julia brings to the role."

Breyer The firm is eyeing a big licensing move with the appointment of former Dreamworks Animation exec RICK REKEDAL as executive vice president of brand and business development. With more than 20 years experience, Rekedal helped spearhead cross-company initiatives to launch hits such as Trolls, How to Train Your Dragon and Shrek. Meanwhile, RHION MAGEE has been named vice president of creative. ANTHONY FLEISCHMANN, president of Breyer’s parent company, Reeves International, said: “Rick and Rhion bring an outstanding wealth of vision, creative innovation and brand development expertise to Breyer.”

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Anonymous

THE TOY FAIRY TALE

We shall go to the ball, we shall indulge in the free food and yes, we will be fuelling that ever-expanding waistband following yet another glutonnous Christmas holiday. 'Tis Toy Fair Season after all, a time for partying our way through the bleakest of months and do you know what, I think the toy industry has it right

CONTACT US NewBay Media Europe Ltd, The Emerson Building, 4th Floor, 4-8 Emerson Street, London SE1 9DU Editorial: 0207 354 6017 Advertising: 0207 354 6000 Web: www.toynews-online.biz Print subscriptions: To subscribe to ToyNews please go to http://www. toynews-online.biz/toynewsprint-edition. Should you have any questions please email subs@toynews-online.biz. UK: £50 Europe: £60 Rest of World: £90 FAQ’s can be found develop/ FAQ’s. Please note that this is a controlled circulation title and subscription criteria will be strictly adhered to. NewBay Subscriptions The Emerson Building, 4-8 Emerson Street, London SE1 9DU. Email: subscriptions@toynews.co.uk ToyNews is published 11 times a year by NewBay Media Europe Ltd, The Emerson Building, 4th Floor, 4-8 Emerson Street, London SE1 9DU

NewBay Media Europe Ltd is a member of the Periodical Publishers Association

thought gout died out with Henry VIII, but returning from the Christmas break, I have certainly learned my lesson. My skinny jeans won’t slide up past my thunderous calf tissue and my neck has learned to undo the collar button of this oppressive shirt all by itself. There’s crumbs of mince pie still on me and a vague memory of my grandmother bellowing Oasis’ Don’t Look Back in Anger – changing the words to “don’t look back in Nanger” – from the bottom of my garden. Needless to say, Christmas was kept well in my household and I miss it. But there is no time for this rose-tinted nonsense. It is Toy Fair season which means it’s time to wax my face, shave my legs, get out of this onesie, put it back on, find somewhere more appropriate to change than in the office and suit up for the second busiest time of the year. Oh the delight it brings. I still get a little flutter of excitement as I walk through the exhibitor’s entrance (the ungainly side entrance) and pass the jovial security guards, taking my luminous bib

along the way. The butterflies still flitter about my stomach as I walk in, knowing that in just six to eight hours time, I will be hunched over, slurring incomprehensible words in to the ears of anyone else in the Hand & Flower. Then, it will be off to the Awards and the chance to reacquaint myself with the Italian culture in the heart of Pizza Express, and having been asked for the seventh time to find extra furniture for someone’s stand, I will think to remove my luminous bib and hang it with the rest of the coats for the evening… Morning will come around and I will lift my head from the unfortunate pillow into which I, but a very different version of I to what stares back at me this morning, decided to bury my face only two hours earlier. Fear will kick in almost instantly. Who did I speak to last night? Did I insult anyone? It can't be just me who does it. One cold shower later and a quick top up of the old gout at the breakfast buffet and you’re almost ready to start with the show. It’s only the first day after all, now who was my first meeting?

Audited circulation Average Net Circulation: 5,419. July 2015-June 2016. The industry's highest circulation trade title.

©NewBay Media Europe Ltd 2017. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical, including photocopying, recording or any information storage or retrieval system without the express prior written consent of the publisher. The contents of develop are subject to reproduction in information storage and retrieval systems. Printed by: Pensord Press Ltd, NP12 2YA. Print ISSN: 1740-3308

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