ToyNews Issue 152 July 2014 by Future PLC

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No. 152 z July 2014

Retail z Licensing z Pre-School z Marketing 27 Inventor relations Hasbro, Coiledspring and Green Board Games discuss working with toy inventors

29 Viva Las Vegas We round up all of the hottest news from this year’s action-packed Licensing Expo

42 Mystery Shopper How did our roving reporter rate the efforts of some of Suffolk’s ﬁnest toy stores?

45 Building work We look at the lines set to keep the construction sector’s foundations secure this year

Tech Vs Traditional

Retailers, suppliers, research ﬁrms and play specialists join the debate on what makes a balanced toy box

WELCOME

CONTENTS

COMMENT

Regulars

Tech gamble

06 10 10 11 12 14 40 58

Issue: 152 July 2014

MEET THE TEAM Samantha Loveday Editor samantha.loveday@intentmedia.co.uk

Billy Langsworthy Deputy Editor billy.langsworthy@intentmedia.co.uk

Robert Hutchins Staff Writer robert.hutchins@intentmedia.co.uk

Jodie Holdway Sales Manager jodie.holdway@intentmedia.co.uk

Florence Beaumont Production Executive ﬂorence.beaumont@intentmedia.co.uk

Tom Carpenter Designer

News Campaign of the Month Playtime NPD Analysis Industry Movers Industry Opinion Toy Shop UK Jon Salisbury

Features 17 Tech Vs Traditional: Retailers’ view 18 Tech Vs Traditional: Manufacturers’ view 20 Tech Vs Traditional: Carte Blanche interview 22 Tech Vs Traditional: iGen Insight research 24 Tech Vs Traditional: Play Diets 27 Working with inventors Licensing.biz 29 News Pre-school (sponsored by VTech Baby) 33 News 34 A Parent Blogger’s View

Is it too simple to say traditional toys equal wholesome fun? Do tablets really deserve to get such a bad rep? Can’t we just all get along?

tom.carpenter@intentmedia.co.uk

Retail 37 News 38 Indie Proﬁle: Bus Stop Toy Shop 42 Mystery Shopper: Suffolk 45 Sector Guide: Construction 53 Sector Guide: Dress up/Role play

Lisa Carter Publisher lisa.carter@intentmedia.co.uk

Editorial: 01992 535646 Advertising: 01992 535647 www.toynews-online.biz

Intent Media is a member of the Periodical Publishers Associations AUDITED CIRCULATION: Average Net Circulation: 6,106 July 2012 to June 2013. ToyNews circulation is 17.5% higher than its closest competitor. ToyNews has 100% named circulation and 0% duplication.

WHY HAS Sam adopted an old-fashioned, yet still remarkably trendy quiff for the July issue? Just one question you may ask yourself when peering to the left to see Sam’s wonderful mug has changed. Well, this month, Sam headed off to Las Vegas to bring you all the highlights of this year’s Licensing Expo (our coverage starts on page 29). And while she was schmoozing with Grumpy Cat in Sin City, like any decent deputy editor, I’ve leapt into the hot seat to pen this month’s comment. As our cover reveals, this is our Tech Vs Traditional special which sees us look at what the industry thinks about the recent arguments around tech and traditional toys. Is it too simple to say traditional toys equal wholesome fun? Are tablets really turning our playgrounds into something resembling a primary school production of Night of the Living Dead? Can’t we just all get along? The vast majority seem to believe the key is moderation, that a healthy play diet (a term explored on page 24) is a balanced one. However there are some who feel tech presents a genuine threat to children’s attention span and learning capabilities. As well as toy manufacturers and retailers, our Parent Network coloumn this month from Emma Button (page 34) offers an interesting perspective on the debate. Both parents in the Button family write software for a living, yet she maintains they are far from “a family of square-eyed, unsociable individuals.” Personally, I fall on the side which champions balance. The educational capabilities of apps and tablets simply can’t be ignored. Likewise, traditional toys offer children something that can’t be replicated or easily replaced. If you still have a face like a smacked arse due to the World Cup, I hope this issue can help out, whether you’re swiping through the issue on a tablet or risking the wrath of a paper cut with a good old fashioned physical copy. Also, I’ll let you know if Sam returns from Las Vegas with an Elvis-inspired quiff. If so, I’ll have to try a new look. Suggestions on a postcard please. (On second thoughts, email would be easier.) Billy.Langsworthy@intentmedia.co.uk

RETAIL ADVISORY BOARD

Stuart Grant, The Entertainer

Fiona Murray-Young, Toys R Us

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Linzi Walker, Argos

ToyNews takes soundings from its Retail Advisory Board on toy industry issues. The current members are:

Brian Simpson, Toytown

Clare Barton, Sainsbury’s

Neil Mitchell, Shop Direct

Annalise Quest, Harrods

Steph Strike, Asda

Ben Redhead, Firebox

Steven Bradley, Boots

Helen Gourley, Toy Hub

Miles Penhallow, Play-Room

Karla Mitchell, XBite

July 05

NEWS

Flair predicts Xeno will be sell out success in 2015 The new line of baby monsters represent a “massive step forward to toy technology”

By Billy Langsworthy FLAIR IS conﬁdent it has a hit on its hands with the robotic pet, Xeno. Xeno, which launches this summer, can sing, dance, play games and interact with a special app, and Flair believes it won’t take long for the baby monster to make its mark on the UK market. “At the moment, the youth electronics/robotic pet category is really hot so it seems like great timing for

our interactive monster to be released into the market,” said Flair’s marketing director Nic Aldridge. “We are quietly conﬁdent that we can do a great number on Xeno and certainly in our ﬁrst year we will have limited capacity. “The reaction from retailers has been fantastic so we’re predicting a sell-out success for 2015.” Xeno was concieved in the UK, and it’s a factor that Flair is proud of.

He added: “We’re even more proud of the fact that this is a home grown product which has been received so well.” Aldridge stated that Xeno represents a “massive step forward to toy technology” and boasts over ten emotions and 40 eye expressions. With such a wide range of features, Flair isn’t holding back when it comes to its marketing drive for Xeno. “For our most exciting product release we are employing our most exciting marketing campaign to date,” Aldridge told ToyNews. “Clearly there will be a huge amount of TV support as this really drives high awareness quickly, but we will be working on an engagement campaign which covers most areas of the marketing mix. “The objective has been that wherever or whatever children are doing there is an opportunity for them to learn more about their cheeky, interactive baby monster whether they’re watching TV, surﬁng the internet, tuning into YouTube, in the various app stores or reading a magazine.” Flair: 020 8643 0320

Doodle Bear and Frozen to fuel strong Q4 for Trends UK By Robert Hutchins TRENDS UK is looking towards a strong Q4 this year with an “exciting portfolio of products,” including a new Disney’s Frozen range and arts and crafts plush Doodle Bear. The UK distributor has already enjoyed a positive response to its new lines, and following the blockbusting success of the ﬁlm Frozen, is expecting the range to be a big hit with fans. The Just Play Disney Frozen collection features a Pull A Part Olaf, talking Olaf, Sven, Anna and Elsa plush and the Frozen Sing Along Boombox. Meanwhile, Doodle Bear is a revamped take on the classic ‘colour-me-in’ teddy bear, aimed at pre-schoolers by combining arts and crafts with plush characters. “The Just Play Disney Frozen range encapsulates the characters beautifully,” said Nicola Erskine, marketing executive at Trends UK.” “Doodle Bear, meanwhile, continues to be a strong

concept and popular among kids and parents who love soft toys and creativity. “We are delighted to be able to offer exciting high proﬁle brands and licences such as Disney’s Frozen and Doodle Bear.” Joining the Doodle Bear in Trends UK’s endeavor to keep kids creative is its newly launched Glitza Tattoo and Colour Me Mine bags. “We have had a lot interest across the board with these brands,” continued Erskine. “And with an exciting and growing portfolio, we are looking forward to a very strong Q4.” Trends UK: 01702 208 175

UK a “big and important market” for Sabertron Foam swords that caused a stir on Kickstarter are to launch in the UK in 2015 By Billy Langsworthy SABERTRON, a foam sword with electronic scoring, recently smashed its Kickstarter goal and is looking to enter the UK market next year. The swords, from US ﬁrm Level Up, can distinguish sword-to-sword hits from body blows and its Kickstarter campaign raised $233,852 from an initial goal of $50,000. David Lynch, founder and CEO of Level Up, has seen the UK back the product and 06 July

he now plans to launch the swords over here in 2015. “We have seen a lot of interest from the UK, so it is a very big and important market for us,” Lynch told ToyNews. “We have always believed that Sabertron would be a big product, maybe even a household name. But now we have heard people in the toy distributor industry tell us the same thing. That really excites us. “We know that this product is very unique and

different than anything else out there. The additional accessories planned in the ‘Sabertron system’ will allow repeat sales for a large and popular product line.” Lynch credits Kickstarter as not only a great means of raising funds, but also an effective way to boost awareness of an idea. “Kickstarter is marketing that pays for itself, and then some,” added Lynch. “We got a lot of attention to our product, all without actually putting

the product into production. It is a great way to validate the idea before production.” Level Up is in the ﬁnal round of QA testing before the swords ship out to Kickstarter backers in the US in time for Christmas. The team will start looking for a UK distributor in 2015. Sabertron: Sabertron.com/ contact/ www.toynews-online.biz

NEWS

‘Embarrassing’ card game Accentuate launches in the UK Adult game sees players attempt over 90 different accents By Billy Langsworthy ACCENTUATE, an adult card game that sees players attempt to mimic different accents, has launched in the UK. The game sees players reading a quotation aloud in a randomly selected accent, with other gamers having to guess the dialect in queston. “People have described it as one of the most embarrassing and uncomfortable games they have ever played which is why we knew we were onto a winner,” explained Fiona Fraser-Bell, coinventor and director of

sales and marketing at Accentuate Games. “There are very few party games capable of reducing people to tears of laughter within seconds of opening the box – we’ve seen grown men crumble when confronted with ‘Egyptian’ on their Accent Card, while others wriggle and squirm as they struggle to mimic what should be a fairly simple ‘native’ dialect such as Geordie. “The beauty is that while sniggering at everybody else’s attempts, every player knows it’s just a matter of time before it’s their turn so everyone is on edge throughout the entire game.”

The game includes 90 Accent Cards featuring 30 different accents from around the globe, a third of which are British dialects such as Cockney, Mancunian and Glaswegian. Overseas accents span all continents and include Russian, German, Chinese and Mexican. Graeme Fraser-Bell, co-inventor and CEO of Accentuate Games, added: “We already have a local independent stockist in place and have invested heavily in distinctive branding, as well as a heavyweight PR and social media campaign to really bring the brand to life.

“We think it’s the verbal equivalent of Pictionary and we’re confident that Accentuate will be on the wishlists of many Brits this Christmas – Boxing Day will be filled with the sound of thousands of people doing bad impressions of good accents.” As well as being stocked in independent store Linghams Bookshop, the firm is focusing on selling the game via its own site in the manner of Cards Agaist Humanity. The Accentuate team is now looking at a range of routes to get the game out there into the public eye.

“The margin that we’re hoping to hold onto, we are ploughing back into social media, advertising and maybe looking at cinema investments,” he added. “It’s not really a visual game, it’s an audible game about accents so radio could also really help.” Accentuate (£23.50) will have a presence at an array of Christmas gift fairs and exhibitions this year, as well as at key toy and game trade fairs. Accentuate Games: 07748 184 525

Lost My Name offers services to toy sector Shops with an online element can sell the ﬁrm’s personalised kids’ books By Billy Langsworthy LOST MY NAME, a start-up that uses technology to create personalised story books for children, is looking for toy retailers with an online presence to get on board with the service. Lost My Name’s ﬁrst book, The Little Boy/Girl Who Lost His/Her Name, has sold over 40,000 copies in over 90 countries. The Lost My Name site allows users to type in a name of a child, select a gender and preview a unique personalised story

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before ordering a physical copy. “Any toy shop that has some kind of online element, we would love to work with them,” Lost My Name co-founder Sharabi told ToyNews. “We can bring the whole experience from our site onto any site. Because we are a tech company, we can help the e-tailer do interesting things with it. “Our top reseller at the moment is NotOnTheHighStreet.com. These guys sell over 1,000 books a month for us.”

The start-up is now developing the “world’s most technologically advanced picture book” and moving forward, Lost My Name is aligning itself more with the toy sector than the publishing world. Sharabi said: “We don’t want to be an app studio, and we’re not a publisher. I like to think we are much more in the gift and toy market than simply in the book market. “Everyone’s moving to eBooks or story app books, but they’re not good at keeping children immersed

in a narrative. We’re keen on narrative, imagination and engagement – it’s the core

to what we’re doing.” Lost My Name: www.lostmy.name

July 07

CAMPAIGN OF THE MONTH / PLAYTIME

Hot Wheels Roadshow This summer the Hot Wheels team will be touring the country with its interactive Race to Connect campaign, and Mattel is pulling out all of the marketing stops CONTACT Mattel: 01628 500 000 This summer brings the launch of the Hot Wheels Roadshow, a campaign challenging kids to race each other on the Track Builder Systems with their favourite Hot Wheels. From July 30th to August 31st, the Hot Wheels team will be visiting ﬁve leading shopping centres across the UK and Ireland,

including Lakeside in Essex, Midsummer Place in Milton Keynes, Arndale Centre in Manchester, Castle Court of Belfast and Braehead in Glasgow. To support Hot Wheels Race to Connect campaign, Mattel has a high impact marketing programme in place, allowing kids to

become track masters by designing, connecting and customising their own track system. The ﬁrm will also use multi-platform initiatives to bring the roadshow to life.

EXPERIENTIAL The ﬁve Race to Connect events will also play host to a range of further activities, allowing kids to race cars on the Hot Wheels track system with stunts and layouts, as well as take part in an array of challenges. Meanwhile, a Hot Wheels podium will allow fans to try on props and have their photo taken with family and friends.

MEDIA REACH Media targets include national summer roundups, event listings, parenting press, youth press, bloggers and regional papers and broadcast for all ﬁve locations. Competitions will also run with regional media including print, online and broadcast, while photos and video footage of the competition winners and events will be shared with key media.

DIGITAL Race to Connect has been brought to life through a media partnership with boys gaming site Roblox. The initiative allows kids to build their own digital Hot Wheels tracks before racing them with the Hot Wheels Track Builder Game. Fans can then create and enter tracks into a competition to win a VIP Tour day, as well as see their track design built for real as part of the Hot Wheels Roadshow.

PRESS PARTNERS The Hot Wheels roadshow will be ampliﬁed through a press partnership with leading boy’s magazine Toxic. The activity includes doublepage spreads, competitions, online news ﬂashes and social media posts.

Playtime This month we have examined the largest campaigns of 2014 so far and how they compare to 2013 (Data taken from the equivalent period January 1st to May 24th YoY). The combined kids TVRs achieved by the top ten in 2014 is currently 13 per cent lower than the same period in 2013 (7,693 vs 8,873). This is ahead of the overall toys and games market which is currently nine per cent down in terms of kids Eq. TVRs. The total share of voice (SOV) of 2014’s top ten toys and games brands is also indicative of this. At 18 per cent, it is one percentile point below 2013’s combined 19 per cent.

Generation Media looks at the top ten toys and games campaigns of this year so far (January 1st to May 24th 2013 vs 2014) 2014

2013 Brand

Kids TVRs

Weeks on Air

Avr. Kids TVRs per Week

LEGO CHIMA

1492

SOV

Brand

Kids TVRs

Weeks on Air

Avr. Kids TVRs per Week

SOV

3.2%

PANINI WORLD CUP STICKER COLLECTION

2132

194

5.1%

2.1%

MAGIC BOX KOBOTS

1121

140

2.4%

ZURU ROBOFISH & ROBOSHARK

879

LEGO FRIENDS

1070

2.3%

LEGO FRIENDS

662

1.6%

FLAIR TEENAGE MUTANT NINJA TURTLES

1022

2.2%

BANDAI TAMAGOTCHI

652

1.6%

MEGA BRANDS BARBIE WORLD

750

1.6%

LEGO STAR WARS

610

1.5%

INNOVATION HEXBUG WARRIORS

711

119

1.5%

MAGIC BOX ZOMLINGS

574

1.4%

1.5%

VTECH INNOTAB CARTRIDGES

565

1.4%

542

1.3%

MGA LA LA OOPSIES DOLLS

710

C OPT CONSTRUCTA BUGZ

690

1.5%

MATTEL MONSTERHIGH.COM

MGA BRATZILLAZ DOLLS

661

1.4%

LEGO CHIMA

542

1.3%

1.4%

LEGO CITY

536

1.3%

LEGO CITY

The difference becomes more apparent when comparing individual campaigns. For example, the largest campaign of the equivalent period in 2013, for LEGO Chima, would only be second if featured in 2014’s top ten due to Panini’s heavy investment in the World Cup Sticker collection.

645

However the tenth largest campaign in 2013, LEGO City, would sit comfortably at number ﬁve in 2014. Despite this, there were more toys and games brands supported in 2014 than in 2013 (234 vs 206).

Four of the top ten campaigns in 2014 promoted LEGO (LEGO Friends, LEGO Star Wars, LEGO Chima and LEGO City), three of these also listed in the top ten for the same period in 2013.

The fact that only three brands featured in both the 2013 and 2014 top advertised list indicates that whilst advertisers priorities change each year, champion brands will always continue to dominate.

Source: BARB 2014

Toy News PlayTime is provided by Generation Media 0207 255 4650 | www.generationmedia.co.uk 10 July

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NPD RESEARCH

Retail Sales Trends

Properties

World Cup stickers continue to impress

May 2014

MAY CONTINUES to build on the strong April with both value and volume growing. Value was up nine per cent and units an impressive 44 per cent, driven by the phenomenal performance of the 2014 FIFA World Cup Brazil Official Album Stickers which sold over 4.6m of the standard packs in May alone. The trading cards were also strong sellers and eight of the top ten best sellers in collectable trading toys were all football related. (It will be interesting to see the impact of England being knocked out so early.) Food related toys also had a strong month with the return of last year’s seasonal favourite, Character Options’ Chill Factor Squeeze Cup Slushy Maker, into the top selling toys. In addition the Chill Factor Ice Cream Maker and Worlds Apart’s Freezeez Ice Makers have also had good starts to the British summer time. It was a strong month for more than just collectable cards and stickers and food toys with eight supercategories in growth including arts and crafts where

Best item progression Double Swing N Glide The warmer weather helped the Double Swing N Glide leap from number 278 in April to number 42 in May.

Sales UK toy sales (value, year-to-date)

YTD 2013

YTD 2014

Source: NPD

Craft Kits helped drive a 33 per cent increase in value for the month. The big driver for this is the continuing loom craze. Character Options’ Cra-Z-Loom Bracelet Maker is the top selling arts and crafts item with the reﬁlls also performing well. However, Play Doh is also a top seller with six out of the top ten arts and crafts items for the month. “The girls’ current fascination with multiple loom items on the

market has been a tremendous boost for the arts and crafts area,” said Jez Fraser-Hook, practice director of NPD Group’s toy business in the UK. “While most arts and crafts sales are currently through a variety of brands, licenses have frequently paired up with top selling brands for strong lines. It would be interesting to see if mixing a top girls’ licence with these loom products could produce a similar effect and move looms from a craze to having a longer life span.”

Average toy price May ’13: £7.58

May ’14: £5.74

UK RETAIL SALES TRENDS May 2014 (£ sales – value)

May 2014 (Unit sales – volume)

2014 FIFA Word Cup Brazil Official Stickers

LEGO Miniﬁgures

Cra-Z-Loom Bracelet Maker

LSW Gr. Vehicles 2014

All Surface Swingball

Panini

2014 FIFA World Cup Brazil Official Stickers

Panini

LEGO

LEGO Miniﬁgures

Character Options

Match Attax England 2014 Trading Cards

Topps

LEGO

Hot Wheels Basic Car Assortment

Mattel

Mookie Toys

WCS Brazil Trading Cards

Lt Cozy Coupe 30th Anniversary MGA Entertainment

Moshi Monsters Blind Bag Assortment

Chill Factor Squeeze Cup Slushy Maker Character Options

Disney Frozen Sticker Collection

Panini

LSW MF 2014

LEGO

Blister 50 Stickers World Cup Brazil

Panini

Hot Wheels Basic Car Assortment

Mattel

Match Attax 2013/2014 Booster Box

Topps

10. LeapPad Explorer Tablet

LeapFrog

10. England 2014 Stickers

LEGO

Panini Vivid

Topps

Notes: All participating NPD retail data suppliers provide weekly data via epos systems. NPD ﬁgures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. Epos sample includes the following retailers: Amazon.co.uk, Argos, Asda, Boots, Debenhams, ELC, Firebox, Freemans, Grattan, Halfords, Hamleys, HMV, John Lewis, Marks & Spencer, Mothercare, Next, Play.com, Sainsbury’s, Shop Direct, Tesco, The Entertainer, Toys R Us, Toymaster, WHSmith, Wilkinsons. NPD estimates that the epos now accounts for 78% of the total toy market.

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July 11

APPOINTMENTS

Industry moves This month, Re:creation strengthens its management team with two industry vets, Bigjigs bids a fond farewell to marketing co-ordinator George Poole and Marbel is our Team of the Month TEAM OF THE MONTH Who’s in the team? In the marketing team, we have Phil, Kris and Stacey. Customer services belongs to Lisa and ﬁnance consists of Hailey, Linsay and Claire. Meanwhile, our key accounts is made up of Sarah, Hannah and Sadie. Out on the road we have our lovely sales representatives Luke, Simon, Ash, Joe and Amanda. What have been your biggest successes in the last year? The trade shows have been a massive success this year for us, with a record number of visitors and orders from the show. We still have two shows left for this year one of which we haven’t

RE:CREATION The ﬁrm has strengthened its management team with a double hiring, appointing ex-Mattel executive JONATHAN KIRKLEY (pictured above, left) as its new marketing director. Meanwhile, former Spin Master and LEGO exec, STUART PICTON (above, right) has joined the ﬁrm to head up the newly acquired Magic Choc brand. Bringing with him a wealth of experience

12 July

exhibited at before, the GLEE show in September. After the success of last year we will be back at the Harrogate Home and Gift Show next month. These incremental orders have added to the already great start to the ﬁrst half of the year and we hope this will continue to the end of the year. What are you working on at the moment? We have been working on the development of Marbel’s new website which looks great. This is now up and running but we will continue to make a few tweaks to ensure its functionality is as designed. We are also due to launch our new autumn/ winter catalogue in July, so

through his positions with Mattel and Hasbro, Kirkley will lead marketing initiatives across the Re:creation portfolio, working with brands including Crazy Cart, Razor and Zip Stix. Picton will help head up the development of the Magic Choc brand and grow sales internationally. MICHAEL LEHRTER, chief executive of Re:creation Limited has welcomed the two newcomers to the ﬁrm.

MARBEL we are busy making sure it looks spot on. What’s the hardest part of the job? As a fast growing company, the hardest part is taking a step back from our day-to -day operations to appreciate how far we have come. The company grew from a small operation to one of the up and coming players in the UK toy industry today. In the last 18 months we have moved into our new office and showroom in Bodmin and also moved into a brand new lovely 22,500sq foot warehouse.

The best part of the job is getting our great products out into the market where they can be enjoyed by families and children for years to come. It’s also great to maintain the heritage brands that everyone knows and loves such as BRIO which has been around for 130 years this years.

What’s the best part of working in the industry?

Who is the team joker? Apparently this belongs to

K’NEX Former Mattel and Tomy executive, EILEEN THORNTON has joined the ﬁrm’s UK arm as its new head of marketing. Thornton boasts many years experience at senior level and joins the company from Weight Watchers where she spearheaded the rejuvenation of the business’ social media and digital strategies. In her new role, Thornton will oversee all marketing initiatives including the roll out of the forthcoming 2,000 TVR K’Nex UK TV campaign. She will also manage the launch of the successful US K’Nexpert Search programme as well as oversee the development of the toy ﬁrm’s website. Thornton will report to the company’s UK MD, PAUL FOGARTY.

BIGJIGS After two years with the wooden toy company, GEORGE POOLE has stepped down from his position as marketing and PR co-ordinator in order to pursue new challenges and seek new opportunities. Poole will be replaced with ALICE CHAGANIS who arrives at the ﬁrm boasting a wealth of experience, having worked as a marketing, PR and sales executive at grocery producer Windmill Organics. LIZ IRELAND, Bijigs’ company director has thanked Poole for his many contributions in moving the brand forwards and his keen enthusiasm over the past two years with the organisation. Ireland also welcomes his successor to her new role with the company.

the whole of the marketing team. There is never a quiet moment without some form of bickering and mickey taking in our team. Who makes the best cuppa? I think that would have to be Linsay. She knows jus how long to leave the tea bag in the cup and the right amount of milk. However, she certainly does need to make more.

THE ENTERTAINER The family run toy retailer has welcomed its new marketing director. PHIL GEARY has joined the company and will now hold full board responsibility for The Entertainer’s marketing and online departments. Geary has joined the ﬁrm after ten years at Holland and Barrett, having held a variety of senior buying and marketing roles. He was instrumental in the drive to put together Holland and Barrett’s ﬁrst TV campaign right up to the current Good Life campaign and the introduction of the Rewards for Life loyalty programme in 2011. He was most recently group marketing director for NBTY. GARY GRANT, founder and MD of The Entertainer has welcomed Geary to his new position.

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OPINION

Why research toys with kids? Steve Reece outlines exactly why consumer research still remains a vital aspect in the process of launching toys I WAS recently asked to outline three reasons why I think consumer research is worth the investment. This was a difficult question to answer, but not because there was a problem listing three reasons, far from it. I couldn’t keep it down to just three, the least I could whittle it down to was five. Dexterity and Functionality Testing: The first and most obvious benefit of consumer researching toys with kids is to see whether there is a reasonable fit between the dexterity level of the majority of kids in the target age group and the dexterity required to successfully use the product.

We’ve seen literally tens of millions of pounds saved by companies we’ve worked with just by identifying (often glaringly obvious) dexterity mismatch. If the target consumer can’t use it, how will word of mouth boost sales, how well is it likely to sell, and for how long?

misconception. I.e. the product is based on faulty premises or a misconception of the consumer. Frankly, this is more difficult to test than dexterity testing, but nevertheless a potentially ruinous mistake that can be addressed via consumer insight.

A more truthful picture of how our brand is perceived can open up previously unexplored brand extension possibilities. Positioning Issues: Fairly often, in around a third of all new product development projects, we ﬁnd a positioning

Brand values: Validating what client’s brands actually mean to consumers versus what the clients themselves presume or

want consumers to think. Often we can have inﬂated opinions of our output, and consumers very quickly bring us back down to earth. A more truthful picture of how our brand is perceived can often open up previously unexplored brand extension possibilities. Competitive Comparison: The world in which our products live or die is a competitive place. Even in retail outlets where there is less limitation on sku count, there is still competition for prominence. So when we consider our products sat in our ivory towers, and discuss the prospects for our products we normally do so with less competitive context.

Testing for competitive appeal is a critical part of understanding how ‘hot’ or not our products are. Clarity from confusion and risk reduction: In ﬁnancial terms, new product launches are one of the most critical ﬁnancial risks we take. With TV spend, trade marketing, tooling and inventory costs, plus licensing fees adding up to hundreds of thousands, and sometimes even millions. Validating our high-risk decisions with something more than our own preferences and prejudices, like by testing with the target end consumer, is normally proven to be prudent expenditure based on my experience to date.

Steve Reece runs a leading consultancy delivering consumer research and other services to toy & game companies. Contact him via: www.KidsBrandInsight.com

What merging digital and traditional entertainment means for brands Tinderbox’s Dan Amos looks at how technology is dramatically changing the way entertainment is being delivered to consumers IN RECENT years, there has been a shift in how consumers search for, consume, and relate to entertainment media. Children and teens have access to computers, smartphones and tablets at a progressively younger age, exposing them to new games and platforms on an often daily basis. By the age of seven, an average child in the UK will have spent an entire year (8,766 hours) looking at TV, computer and game console screens, and most babies under the age of two will have developed an online footprint. Consider tablets and mobile phone devices to be sophisticated content

delivery systems and you soon realise their substantial impact on entertainment brands. Developments in new media give consumers access to what they want, when they want, and for brand owners, the implications of these shifts in media use are many. Not only will they have to recognise the change in how children and teenagers access entertainment, but they will also have to adapt to the speed at which innovations in the digital landscape call for new and innovative brand extension strategies. The rapid rate at which new media brands are growing illustrates

the strong emotional connection young fans often have to their favourite new media properties. What is particularly interesting is that it is the consumers themselves who are driving demand, rather than the companies and brand creators. Digital developments are, in that sense, turning traditional entertainment on its head. A recent example of the successful merging of new media and traditional entertainment is the collaboration between specialist children’s publisher Egmont and gaming sensation Minecraft. The books, teaching readers everything they

need to know about the pixelated block building game, have all achieved top ten bestseller-list status and are phenomenally popular amongst fans. By inviting gamers to participate in the content development process, Egmont and game creators Mojang have managed to establish a solid emotional bond to consumers which has turned into an even greater interest for the game, as well as for products that extend it into physical retail aisles. I would like to argue that entertainment as a concept is still the same, but the way it is being delivered to consumers has changed dramatically. Digital properties such as mobile video games and

apps have successfully established direct and often two-way interaction with their fans, forming a strong connection that is now translating into demand for additional products. Whether a brand is viewed as a traditional entertainment property, or launched directly into the digital media landscape, savvy owners and developers will have to stay ahead of the curve in terms of both changing consumer behaviour and technological innovations.

Dan Amos is the global head of Beanstalk’s digital entertainment division, Tinderbox. He can be contacted on 020 7572 0858.

14 July

www.toynews-online.biz

OPINION

Moulders of men A man of mindful nostalgia, David Smith commemorates some genuine giants in the world of one his favourite childhood playthings: toy soldiers I’VE WRITTEN about toy soldiers many times, both on ToyTalk and in these pages, and I’ve never made any secret of the fact that they were among my favourite childhood toys. With that in mind, it was quite a shock to ﬁnd out that some of the key ﬁgures in the world of toy soldiers had recently passed away (thanks to Peter Evans and Paul Morehead at Plastic Warrior magazine for alerting me to this, and for providing the information that follows). Despite my enthusiasm for toy soldiers, I’m not an expert and I’m a little ashamed to say that these names were new to me but, without my knowing

it, these people had provided some of the most pleasurable hours of play in my childhood and are now doing the same for my two boys. George Musgrave was a sculptor for Herald, Crescent and other companies, before setting up Gemodels himself. Charlie Biggs was the genius who came up with the idea of placing a plastic ﬁgure on a metal stand for the Britains Deetail range (you could get them for 10p each when I was a boy and I spent many hours staring at the ranks of these soldiers in toy shops, trying to decide which to buy). Ronald Cameron earned a reputation as one of the

best anatomical sculptors around when he crafted many of the iconic Airﬁx soldiers (he also worked for Britains). It’s not surprising that he knew his way around

the human body, he also produced erotic and nude ﬁgures (I didn’t play with any of those when I was a boy). Norman Tooth designed almost all of the Timpo/ Model Toys ranges and invented the overmoulding technique, which allowed different coloured plastic pieces to be moulded together so they didn’t have to be painted.

All of these important industry ﬁgures passed away between November 2012 and September of last year – that’s less than a year to say goodbye to four genuine giants who happened to specialise in miniatures. And I can’t ﬁnish without also paying tribute to the man known as the Godfather (in a good way, not the Marlon Brando way) of plastic soldiers. Roy Selwyn-Smith died in 2006 after a brilliant career with Herald and Britains. Toy soldiers may not be quite so prominent in the lives of children in our modern world but these men will undoubtedly be missed.

David Smith runs the consumer-focused toy news site ToyTalk (www.toytalk.co.uk) and is the author of the book, 100 Classic Toys.

Naughty but nice Playtime PR’s Lesley Singleton takes a bite from the alluring forbidden fruit that is ‘Games for Badults’ and explains why it’s always fun playing the ‘bad guy’ A PARTY game for horrible people. With that gem of a strapline emblazoned across the box, surely nobody can doubt that Cards Against Humanity (CAH) isn’t for the faint-hearted? Yet that didn’t stop a certain newspaper from getting its knickers in a twist recently about the ‘vile dinner party game’. I’m unashamedly a CAH fan, and equally passionate about consumer choice: if a group of grown-ups want to play a game which openly claims to deliberately cross certain lines of taste, surely that’s up to them? And the true beauty of CAH is how it, like many other games in this growing ‘Games for Badults’

subset, cleverly and quite intentionally manages to leave those actual lines very much in the hands of the players: the game can only be as offensive as the people who play it. CAH is the most popular game at Board Game Club, so much so that, at the July event, we’re introducing a gong at timed intervals to ration players’ time on the game. This is no one-off or isolated incident; plenty of other grown-up party games are gaining ground in the popularity stakes. Superﬁght, a title we imported from the USA especially for Board Game Club, controversially claims it will “cost you all of your friendships” whilst still

hitting the right level with groups of mates ready to battle with their black-andwhite cards. While Linkee remains popular with quiz fans and rapidly cements its place as a modern, interactive classic, there’s a new kid on the block by the name of Accentuate – a card-based game where players guess accents being mimicked by other teammates It enjoyed an impressive debut at the last Board Game Club, trading on the fact that it’s about the most embarrassing, uncomfortable to play, squirm-inducing game to date. So what is it about these ‘Games for Badults’ that makes them so alluring?

For me, it’s not just the stylised packaging and promise of controversy; it’s the winning combination of interaction and ﬂexibility that brings an exciting level of personalisation rarely seen in the boxed games sector. Flexibility stems from the rules, which are easily tweaked to ﬁt the friends, and often facilitate further interaction via crowdsourcing or bolt-on packs to extend the game-play Increasingly, we’re seeing players encouraged to remix their own content for the games, be it new questions for Linkee or different accent choices for Accentuate. Such games are popular because the players have a stake in how fun, offensive,

brutal, embarrassing or friendly they really are. It’s a winning formula and an exciting year for adults bored of bridge and looking for more than personalities stuck on a post-it note.

Lesley Singleton is head of play at Playtime PR and co-founder of Board Game Club. She can be contacted on 01234 752 663.

www.toynews-online.biz

July 15

TECH VS TRADITIONAL SPECIAL

Something old, something new With tech and traditional toys often competing for space on the shelves, Billy Langsworthy kicks off our look at the debate by asking independent retailers how they approach the two sectors

“There is a place for everything” Jane Holtom, Cheshire Toy Shop

Cheshire Toy Shop has only been open six months and thus far, has avoided stocking tech toys. The reason being that with Tesco and Argos nearby, being a traditional toy shop helps it to stand out from the competiton.

Owner Jane Holton explains: “We’re not tech at all. Our main reason is because traditional is a good little niche for us really. We ﬁnd that, so far, that’s the sort of thing our customers are looking for. “We stock things that they can’t get in the multiples. There’s an awful lot of competition out there on the tech side of things. “But I wouldn’t rule tech toys out as there is a place for everything.”

And although Holtom is still open to the idea of stocking tech-based toys, she admits she feels it’s good to see youngsters playing with the likes of trains and other traditional toys in one of the shop’s play areas. Holton tells ToyNews: “I’m not anti-tech but it is lovely to see children playing with traditional toys as straight away their imagination kicks in without any extra stimulus.”

“Which offers a greater learning experience – an iPad or a box of LEGO?” Jonathan Elvidge, Red5

As a gift and gadget chain, RED5 is a champion of tech toys, with a mix of toys spanning ﬁgures to robots. Red5’s managing director Jonathan Elvidge believes toy stores should take note of what tech has to offer them. “Currently we have a balance of around 50:50 tech vs traditional toys,” Elvidge tells ToyNews.

“Toy shops shouldn’t ignore tech products as they can be really popular and innovative, but make sure you know the products well if you do increase this category as your customers will expect you to know the details inside out. “Unless you are focused on being a ‘traditional toy shop’ then why not change with the times? If you don’t then you may be overtaken by your competitors.” And while tech toys often get a hard time in some

areas of the press, Elvidge believes its far too simple to paint one sector as ‘bad’ for children and the other as ‘good’ for children. “It is too simple for people to say traditional toys equal wholesome fun, while tech toys get a negative deal,” adds Elvidge. “Which offers a greater learning experience an iPad or a box of LEGO? “Yes, an iPad is competing for toy spend, and I love LEGO, but the iPad can teach as well.”

“Children shouldn’t play with tech-based toys” Susan Whyman, Childhood’s Dream Childhood’s Dream is a Winchester-based traditional toy shop whose motto is ‘brilliant toys made to last.’ The closest thing to a tech toy on the shelves of Childhood’s Dream is a battery operated train and owner Susan Whyman www.toynews-online.biz

believes children under ten shouldn’t be playing with tech-based toys. “From an educational stand point, children shouldn’t play with techbased toys until they are quite old because you need to learn the basics of how

things work,” says Whyman. “Children learn through your toys, and if all you have to do is press a button and it beeps at you, you’re never going to learn anything. It seems like a really silly thing. They won’t understand the basic concepts.”

“The larger stores slash prices with tech toys so we ﬁnd it difficult to compete” Paula Leslie, Toy-Bocs-Teganau

Toy-Bocs-Teganau owner Paula Leslie largely avoids tech toys because she feels she can’t compete with the supermarkets on pricing. “We tend to do traditional because on the tech side the market is so tight anyway,” Leslie tells ToyNews. “The larger stores slash

prices so the smaller independents ﬁnd it difficult to compete.” Despite the growing popularity of tech toys, Leslie has seen the recent Loom craze result in kids swapping their tablets for rubber bands. “Because of the Loom craze, kids are ditching the electronic games and all playing with Looms,” adds Leslie. “That’s what’s nice. People are saying it’s great that their children aren’t sat on their iPads, they are all playing with Looms.” “But there is a place for both in toy stores because you’ve got to try and provide what the customer is looking for.”

“Traditional toys have a greater depth” Paul Warner, When I Was A Kid

Paul Warner, owner of traditional store When I Was A Kid, believes classic toys offer children more than modern toys do. “Traditional toys have a greater depth than many modern toys,” says Warner. “They allow us to be more expressive in our marketing and more creative in the ways we can reach out and touch people on an emotional level. “Technology has its place and it takes time, effort and

a great deal of courage to stick with a niche and not get swept up in the latest trend or fad.” Warner believes the inﬂux of tech toys has led some children to grow up with no knowledge of classic toys and many parents to take the easy option when looking to occupy their kids. “We have a little boy in the shop last week that pointed at a pogo stick and asked ‘what is that?’, when his mum told him, he then asked ‘does it plug into my Wii?’ Stories like that make me very sad about what we are doing to our kids. “The use of tech toys has also made us lazy as a generation, it is all far to easy to hand a child a tablet with a game on that to get the paint pots out or take the frisbee down the park.” July 17

TECH VS TRADITIONAL SPECIAL

Clash of the titans

Are traditional toys under threat from tech? Should retailers be open to both? Is one taking market share off the other? Can’t we all just get along? Toy ﬁrms give us their view on the tech versus traditional debate

ASOBI Thierry Bourret, founder and managing director

“The Asobi mission is to provide ‘inspired toys for today’. What parents ﬁnd frustrating with many tech toys, is that they give children premade ideas and there is little left for the imagination. The reason I started Asobi is because as a father, I was really discouraged by the lack of high quality toys available that would allow my child to use his imagination. We have a great diversity in the Asobi collection, which includes beautifully packaged crafts from Seedling, iconic ride-ons from Radio Flyer, den

“We are continuing to introduce new and innovative technology to traditional products and play patterns. Across our ranges, our products have been designed to bring out the best in children by encouraging them to play, learn and discover. At VTech, we take the latest technology and make this accessible to children in an educational, fun way for them to enjoy. New for this summer, we are launching our

FLAIR Verity Groom, product manager, GP Tech

18 July

“GP Flair develops and distributes toys across many sectors, including traditional toys and modern technology. Last year the company launched its GP Tech division and successfully introduced APPen and Cupets. We also have an amazing new interactive hi-tech pet to launch in July called Xeno which we are really excited about. Stocking tech toys can create a reason for customers to come to the store in the ﬁrst place, especially as they are often TV advertised and

building kits from PL-UG, the largest ﬁgurine collection in the world from Safari ltd, the infamous Sticky Mosaics line from The Orb Factory, Vilac - the brand that has been manufacturing wooden lacquered toys for over 100 years and many more. Tech toys such as tablets can be fantastic learning devices. There are thousands of educational apps and games that teach children to read, write and learn math, and as long as they are not used in excess I think these type of tech toys provide a great dimension on play. However, when children are spending hours on

these devices, I believe it can become incredibly detrimental. Playtime needs to have variety and to be balanced. What traditional toys offer is a chance for children to discover and learn for themselves. Dressing up and role play is great

Little Love Baby Talk doll. With our new doll, we are enriching this nurturing role-play as children can engage with Little Love Baby Talk as well as learn from her too. In an ever-increasing fast-paced technological society, children need to be familiar with technology to help in their learning, further education and career. Schools as well as households are using technology more and more. With our pre-school range, our toys are speciﬁcally

developed to teach basic curriculum skills in the same way children are taught in early school years. We offer a balance of traditional based toys with technology to enrich a child’s learning and imagination. Our First Steps Baby Walker is a traditional toy enhanced with technology to not only help with a baby’s ﬁrst steps but also introduce words, numbers, colours and more. This is the number one infant toy by value (April 2014 NPD) and is now in its 20th year.” 01235 555545

will be sought after by the consumer. Including these type of toys can therefore open up the store to a wider audience and, if chosen wisely, does not have to affect the nature or ethos of the establishment On the traditional end of the scale we have some of the most well-known brands of the last century in the portfolio including Plasticine, Etch a Sketch and The Original Slinky. Most toy shops do embrace all elements of the toy sector, both tech and traditional,

but we respect the fact that some owners may have particular thoughts on what they should stock. It’s always good to have an open mind though and make consideration of all that is available when choosing ranges.” 020 8643 0320

for the imagination and crafting leaves a child with a wonderful sense of achievement. All in all, I would say that traditional toys offer more wholesome fun, however in moderation, tech toys can also be great learning tools.” 01628 200077

VTECH Andrew Welch, senior brand manager

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TECH VS TRADITIONAL SPECIAL

LEAPFROG Sally Plumridge, international marketing director

SPIN MASTER Phil Hooper, marketing director

“Golden Bear offers a diverse and varied range of both plush and plastic toys that encompass not only traditional elements but also many electronic features. Whilst our plush provides both comfort and soft play for younger children it also includes items such as Henry Hugglemonster Roar Back which brings a new dimension www.toynews-online.biz

“With our in-house team of Learning Experts and our in-house play lab we ensure that every toy within our extensive range offers the very best play value in today’s world. This is a unique blend of traditional play values, the power of innovative technology, real understanding of a proprietary curriculum of 2,600 skills and a passion for enriching the lives of children in today’s dynamic world.

A great example is LeapBand, the ﬁrst activity tracker for children. It gets kids moving and having fun with 50 different activities and challenges. We recognised how a new technology can encourage children to be more active – one of the most traditional of all play patterns. We know from our conversations with parents that there are a number of concerns about exposure of technology to children.

The amount of screen time is an important issue and each family will have their own plan, related to the age of their children, their lifestyles, and their views about technology. However we do know that it’s the type of content matters most. Whatever way you look at it, tech toys are becoming increasingly popular and that is why our products combine world class education with a 100 per cent kid-safe experience.” 01895 202840

CARTAMUNDI Trudi Bishop, head of marketing and licensing

“We have a mix of traditional cards and hybrid products for consumers to choose from. A major new addition to our hybrid range is Shuffle. You can deal and play the Shuffle games straight out of the box, but you can also download free apps that let you hear, watch and even inhabit your chosen game. The children of today are a connected generation and technology is their norm. But they still love

many toys and games familiar to their parents and even grandparents. So in order to compete and appeal to the very wide-ranging tastes of modern young consumers, any toy shop needs to be willing to embrace at least some of the new toys coming through. Cartamundi has done just that: in fact we’ve taken this one step further with our move into hybrid products. You could say we’re giving traditional

toy shops the best of both worlds. It’s really not difficult to see the value of technology in very traditional terms: kids are learning, interacting and using it for role play, imaginative play and social play in much the same way we did with our toys when we were kids. What is important is that retailers and parents understand and even embrace new technology.” 01243 792600

“Tech products have captured kids imaginations for many years, so when something groundbreaking is launched, with the backing of creative and substantial marketing investment, then retailers should be conﬁdent that demand will be strong. Toy stores should back items that combine genuine innovation with a commitment to deliver heavyweight marketing support from the supplier. Spin Master’s Tech offering is focused around

an expanded range of Zoomer pets. In 2014, the classic Zoomer has been further improved with double the amount of tricks plus new breeds and colours. For boys, we have Boomer the Zoomer Dino, which as well as being incredibly speedy racing around on two feet, will chomp, roar and whip his tail when he gets angry.

Today’s kids live in a world of rapidly advancing technology and they are extremely tech savvy as a result. So it should come as a

through its electronic chip technology. Most toy shops have a balanced offering and tech toys certainly bring in the crowds at certain times of the year. The type of mainstream licensed toys Golden Bear produces are highly sought after and a must have for any toy store. They reﬂect a good balance of traditional values but also have elements

of technology to varying degrees bringing products to life and endless fun to pre-school children. Technology has opened up a whole new world of ideas and way of play and even learning, however, it’s important not to forget about traditional toys as they offer imaginative play and children can interact together. Both tech and traditional should be embraced rather than put against each other. 01952 608308

surprise to no one that some of the best and most innovative tech items are in high demand. But parents will always be looking for a balance from the best of traditional and tech toys. I would like to think that toy shops can also ﬁnd a balance between the best of traditional and the best tech toys, as this is likely to mirror consumer demand and drive traffic to those toy shops.” 01628 535000

GOLDEN BEAR Barry Hughes, commercial director July 19

TECH VS TRADITIONAL SPECIAL: CARTE BLANCHE

Monster mash

Carte Blanche made its name in the traditional sector with a history in giftware and plush, but the ﬁrm has successfully welcomed a digital string to its bow in the form of its Moshlings Collection. Carte Blanche brand manager Catherine Lawrence tells Billy Langsworthy why blending classic toys with digital works

How has Carte Blanche’s history in plush helped in dealing with a digital property like Moshlings? Carte Blanche is not only experts in creating traditional plush toys, but has a proven ﬂair for creating characters that are hugely collectable and

Why have a digital element with the Moshlings range? When consumers buy a character from The Moshling Collection, they are able to ‘catch’ a digital version of that Moshling in game at moshimonsters.com. From the outset, this was a fundamental feature of the

Great brands will always evolve and grow with the times. Catherine Lawrence, Carte Blanche that children simply ‘have to have’. Even as a non-media brand, Tatty Teddy & My Blue Nose Friends collectable plush characters have proved an instant success with kids queuing to get their hands on the latest releases and a social media buzz each time new characters are launched. This ability to turn fans into collectors has formed an enormous part in the success of the Moshlings Collection to date. 20 July

product as we saw that kids would do almost anything in game to collect a whole menagerie of Moshlings. We knew that we could convert these digital collectors into physical collectors if we could ﬁnd a way of linking both. From the redemption rates we have seen so far, we can see the concept is working well. Does this demonstrate that traditional toys can be used as a route to digital play?

Kids have truly engaged with the product concept. They are not only purchasing several characters, so enjoying the collectability of the range but also understand the product USP: being able to ‘catch’ a digital version of each Moshling within the online game at moshimonsters.com. The next phase of characters in the collection feature links to the phenomenally successful Moshi Village app, providing an extra element to the range, which sees kids getting the best out of both digital and traditional play. How important was it for the Moshlings range to be a recognisably Carte Blanche creation? Carte Blanche are known for being able to create products that are full of character and creativity and when we set about creating the Moshlings Collection we knew that we needed to ensure that we captured kids imaginations

by making sure each digital character came to life in plush format. We did this by working closely with the Mind Candy team to incorporate even the smallest details which make each character unique. The way we have merchandised the range in stores is also uniquely recognisable to Carte Blanche. Having won several POPEI Awards for our Free Standing Display Unit concepts around the Tatty Teddy & My Blue Nose Friends range, we used our expertise in this area to create amazing Moshlings Collection trees and other POS solutions which allow kids to shop a full range, easily picking out the characters that they have and the ones they still need to collect. Not only does this allow the consumer to shop as a collector, but also creates some great brand theatre in often crowded toy stores.

Has the digital side of Moshlings informed anything regarding the Tatty Teddy line? The world of Tatty Teddy and My Blue Nose friends is evolving all the time We have an exciting new publishing deal launching in autumn/winter this year, which opens up a whole new world of possibilities for the characters. Our relationship with the team at Mind Candy is very much a partnership and who’s to say where Tatty Teddy might appear next. Why should traditional toy ﬁrms take note of digital properties? The swipe generation is an entirely different animal than kids of the past and toy companies should ignore this at their peril. Great brands will always evolve and grow with the times and as kids are now so digitally savvy, we should all ensure that innovation in toy encompasses this. www.toynews-online.biz

TECH VS TRADITIONAL SPECIAL

The parent’s view As technology reshapes a child’s toy landscape, iGen Insight asks what this means for the more traditional toy and how mums feel about their co-existence and effects within the family home WE CARRIED out key research into children’s play patterns and the role of tech and traditional toys within the home. An online survey of 1,000 parents with children aged two to 14 years old was conducted and supplemented with qualitative research using a mobile app and group discussions with mums of children aged two to seven years old. It has been an interesting journey as we have delved deeper into family life to try and understand the reality of the tech vs traditional debate within the home.

We can safely say that in most homes it appears to be more a case of ‘tech meets traditional’. As one of the mums we spoke to very clearly articulated: “You can argue until the cows come home, but there’s a place for both and it’s a balance you need”. What does this mean? Fundamentally there are key elements mums consider across the board when they are evaluating purchases even from lower price points – will the product hold their kids’ attention? Will it engage their imagination? Will enough

play value be gained from the price tag attached? Our society has always been framed by the advancements in technology which are now used without a second thought. From ﬁgure one, you can see the extent to which these items are a part of everyday life. Our study also found that 53 per cent of children own their own handheld console, 47 per cent a games console, 44 per cent a tablet and 37 per cent have their own smart phone. Signiﬁcantly, only 19 per cent of kids don’t have any of these items.

Figure 1: The proportion of children who have access to the following devices and use them everyday (multiple reasons allowed) Handheld games console Games console

Smart phone

Tablet 22 July

16%

Source: iGen Insight Tech Meets Traditional

28%

40%

47%

Figure 2: Words which mums used to describe beneﬁts of Tech and Traditional products

Source: iGen Insight Tech Meets Traditional

CERTAINLY WE found that mums feel most comfortable in their parental role discussing their children playing with traditional toys and games. Indeed their values around this subject are also traditional – better at helping develop social skills (playing together rather than playing next to each other), as well as the belief that they are better at fuelling their child’s imagination – “you’re free to take a toy where you want, not driven down a path”. Overall, mums told us that traditional toys were more focused on their child’s development needs. On both sides of the tech meets traditional debate, is a concept that we have termed ‘mum’s guilt’ Central to the discussion is an acknowledgement

that mums are having to make an active and conscious decision to make time to play with traditional toys with their children which in turn leads to the guilt they feel over the more electronic and tech led toys. For the most part, mums’ guilt often stems from their own need to get on with other things which leads their children away from traditional toys to tech. They told us that “we almost give it as a babysitter” and that it enables their children to sit down quietly on their own and play. This is further illustrated in ﬁgure two which highlights words that mums spontaneously mentioned when talking about the beneﬁts of tech and traditional toys or games. www.toynews-online.biz

TECH VS TRADITIONAL SPECIAL FOR THE families we spoke to, tech divides into toys with robotic or electronic elements on one side, and what they see as full blown technology such as tablets and gaming devices on the other. Across the range of tech toys, mums had very clear views. If it only takes their child a couple of attempts to work out what the toy does, and quickly completes its function, it becomes a ﬁve-minute wonder.

My child’s friend has recommended the toy

My friend has recommended the toy

Longevity of engagement is a key driver for purchase consideration at these higher price points through incorporating elements such as an emotional connection to the product or measureable success e.g. levels or scores. Mums have become savvier as the ranges of robotic or tech toys increase, products need more than a simple gimmick to be value for money.

As parents consider toys over the £50 plus price point, they are looking at the purchase being the sole gift for a birthday or Christmas. There was a belief that these high-end tech toys, or in some cases family technology purchases such as tablets and games consoles, are more substantial than traditional toys and have a higher quality threshold. There are multiple drivers given for

these purchases, from peer pressure to ‘ﬁnally giving in’ on the one hand, to a genuine appreciation of a product on the other. Mums say that they need to move with the times and their children need to be able to keep up with skills such as using a keyboard. Mums also noted their appreciation for the portability of many of these products. Figure three illustrates some key

Figure 3: Which two inﬂuences parents claim have most effect on their purchasing choices

19% 19%

Source: iGen Insight Tech Meets Traditional

19%

Technological

19%

Traditional 26%

I have seen the toy online

26% 33%

I have seen the toy advertised

34% 44%

I have seen the toy in a shop

35% 59%

My child is asking for it ON A more emotional level, mums justify their child’s usage saying they need time to chill out and be able to choose their own entertainment. Overarching is the reality that these products enable mum

differences in how parents claim purchasing decisions are made between tech and traditional products. Interestingly, although the child’s wishes and seeing the advertising is highly influential for both groups, retail appears to be significantly higher in the traditional area than in tech, with 44 per cent being influenced by seeing a traditional product in a shop vs 26 per cent for the tech products.

67% to do the cooking, have an undisturbed phone conversation or listen to the class assembly with a younger sibling occupied with an appropriate app. However, 67 per cent of parents place limitations

on the usage of screens to prevent them becoming the dominant feature within their child’s play time (see ﬁgure four). Where the worlds of tech and traditional serve our mums best, is when a popular tech based

product which their children can be obsessed by, moves into the traditional space, promoting reading, arts and crafts and other traditionally ‘stronger’ play and educational values.

Overall, parents today are happy for their children to spend their free time across both traditional and tech products, but we have no evidence to suggest that families will be supporting traditional toys any less as a result.

Figure 4: Proportion of parents who put restrictions on the time their children are allowed to play on screens and type of restrictions they use

% I allow them to play everyday but limit the time

Not before school

No more than 30 minutes at a time

Only at weekends

Other

67% – Restrictions

33% – No restrictions

If you would like to know more about this study and other work carried out by iGen Insight then please contact Lucy.gregory@igen-insight.com.

www.toynews-online.biz

July 23

TECH VS TRADITIONAL SPECIAL

Play portions The level of technology in toys today is on the rise, but just how important is digital play in the overall ‘Play Diet’? Robert Hutchins explores the concept THESE DAYS, most parents understand the importance of offering their kids a healthy diet. And for those who don’t, Jamie Oliver is probably on the case. But how aware are parents of the less obvious ‘bad habits’ that can sneak into a child’s daily lifestyle? When teachers around the UK voiced their concerns earlier this year that the rise in tablet addiction in children was harming their other skills such as using building blocks, their fears made national headlines. And it’s no secret that tablet use in children between three and 15 years old is on the rise, with a reported 51 per cent of households in the UK owning a tablet compared to only seven per cent in 2011. Now, as technology and toys draw ever closer

together, child psychologists in the UK have shown support for the concept of the Healthy Play Diet, devised to help parents dish out ‘the treat of digital play with wholesome, traditional play proportionately’. “A Play Diet is an easy to manage way of helping parents understand the importance of a balanced diet,” explains child psychologist and founder of the Good Toy Guide, Dr. Amanda Gummer. “It features plenty of wholesome, healthy types of play and balances out children’s natural desire for treats, such as screen time. “While it acknowledges the importance of free, imaginative, active and social play, it doesn’t demonise tech play or other less traditional past times. “It gives parents guidance without dictating how to

Digital Play

Active Play

Social Play

parent their children and helps them embrace a wide variety of play activities.” And as the two types of play become less dichotomous, Gummer acknowledges just how beneﬁcial digital play is for the children of today. “There is something heartwarming about the image of children

Free Play

Creative Play

PlayPlate 24 July

building dens and playing in the woods, but this is a romanticised ideal, and not an option for the vast majority of families in the UK,” says Gummer. “Tech has a valuable role to play in helping children develop key skills for later life and understand how the world around them works. It’s much less about digital versus traditional play, it’s about how the two types of play are employed.” While the rise of technology in toys seems to have found an enemy in the national press in recent years, many in the toy industry are also quick to defend its position. “Play is a child’s work, it’s what they do to learn to be an adult, and it happens to be fun,” says Gary Pope, co-founder of the strategic and creative agency, Kids Industries. “In that sense, digital play is incredibly important and when executed well, is fundamental to a healthy Play Diet. “Tech toys are and always will be a part of the future of play. Children couldn’t play with wheeled playthings until the wheel was invented,” he continues. “This doesn’t mean traditional toys will become obsolete. It’s about balance.”

Gummer believes that just as children need fats and sugars to help them develop, so too do they need tech play. “A child without digital play in their diet will either crave it and try to access it whenever possible, or grow up without any common ground with their peers, thus making friendships more difficult,” she says. “It is much better to introduce all types of play and teach children to manage their time and balance their own Play Diet.” For Pope, LEGO is one of the toy brands that in recent years has managed to embrace the concept of the balanced Play Diet. Meanwhile, Gummer champions the play brand Karisma Kidz for its efforts in promoting positivity, happiness and conﬁdence through its make believe universe Moodville. “I believe there will always be a role for traditional toys,” Gummer tells ToyNews. “Balls, playing cards, puzzles and magic tricks are very versatile. Traditional toys that work as stand alone toys, but have the option of tech play added in are likely to be successful as they span both play types.” www.toynews-online.biz

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INDEPENDENT SURVEY

Should toddlers play with tech toys? With technology becoming an increasing driving force in this industry, ToyShopUK asks its listers whether young children should be engaging with tech-based toys

“ 40 July

Raquel Bello Carddies “Of course, as one of the creators of Carddies our traditional, creative retro toy - I am biased. But Carddies came about very naturally at the instigation of my children, it was not me inﬂicting the idea on them. They instinctively have always sought a signiﬁcant amount of creative, imaginative playtime, which is not to say they don’t like a certain amount of screen time. As for most things in life, moderation is key. Toddlers need quiet time and noisy time. They need the chance to explore the world around them, to interact with other people and develop their

imagination and creativity, as well as the ability to entertain themselves. Common sense tells us that excessive screen time, for all of us, toddlers included, can be addictive and ultimately frustrating, as well as alienating us from other people and the world around us.”

technology at an early age as they use computers at school from three years upwards. My two year old grandson loves VTech toys and also plays games on an iPad and iPhone(This is time controlled). His favourite toys are still the old traditional ones of push along trains and cars.”

Susan Whyman Childhood’s Dream “No one ever learnt how things actually work by pressing a button. There is a lot of the world to explore and basic skills to learn before you need any tech toys.”

Debra Scanlon Looty Bag From a parent’s perspective up to 20 per cent tech toys in a toy box is enough. Tech toys do have a place as an education tool and for enjoyment as toys but there is so much more like outside play and reading from a hard copy book that is important as well.

Paul Brown Cloud9 “It is good for young children to get the hang of

Andrew Lord Dress-A-Doll “It is easy for a toddler to get addicted to tech toys if they are not supervised properly so the number of tech toys should be limited to start with. Parents are losing sight of old fashioned traditional toys, but this is where parents love our ragdolls because it is promoting fun and play without being sat behind a screen all day. Sue Needham Cot ‘N’ Togs “I think they should experience the feel of things, like nice wood and velvety fabrics. They should play with their contemporaries and develop an imagination. There is plenty of time for tech toys once they’ve started school.” www.toynews-online.biz

INDEPENDENT SURVEY

IN ASSOCIATION WITH

The Enchanted Kids Company’s Melanie Jefferey agrees: “There is no need for toddlers to have any tech toys whatsoever. “They largely do not teach them anything and certainly do not inspire imagination; creativity or any skills toddlers need to develop. They do not even introduce toddlers to fundamental technological skills, just the ability to press a button and get a response.” Others didn’t go that far, believing that while they would rather youngsters play with traditional toys, tech toys do offer children a positive alternative. “It is good for young children to get the hang of technology at an early age as they use computers at school from three years upwards,” says Cloud9’s Paul Brown. “My two year old grandson loves VTech toys and also plays games on an iPad and iPhone (This is time controlled).” Debra Scanlon at Looty Bag adds: “Tech toys do have a place as an education tool and for enjoyment as toys but there is so much more like outside play and reading from a hard copy book that is important as well.”

Sandra Sandle Henchman’s Technology has a big place in our society but young children should be encouraged to use imagination and dexterity skills as well as playing physical games with other children for maximum interaction. Putting a child in front of an iPad at the age of three is as bad as putting them in front of the TV on their own.

Toddlers learn about size, shape, colour, communication skills and spatial awareness through playing with toys rather than using a phone or tablet and apps. There is a place for a few toys that incorporate simple technology and aid development of cause and effect and use of switches etc.

Mark James Inspiring Toys We focus on batteryfree toys only, so believe toddlers should be kept well away from technology in their early years. Tim Broad Lighthouse Toys www.toynews-online.biz

Melanie Jefferey The Enchanted Kids Company There is no need for toddlers to have any tech toys whatsoever. They largely do not teach them anything and certainly do not inspire imagination, creativity or any skills toddlers need to develop. They do not even

Popular weekly giveaways, the esteemed Independent Toy Awards and special supplier listings are just three of the ways that Toy Shop UK can help you increase your online presence and complement your other

marketing activities this year. Contact Michael Hawkins (michael@toyshopuk.co.uk or 07786 295756) for more information. www.toyshopuk.co.uk

WHAT PERCENTAGE OF A TODDLER’S TOY BOX SHOULD BE TECH TOYS?

89% – 0 TO 20 PER CENT 11% – 20 TO 40 PER CENT introduce toddlers to fundamental technological skills, just the ability to press a button and get a response: a skill that many animals easily pick up. Julian Adjare The Marble Run Shop If tech means screens then it should be 0 per cent of a child’s toy box. If tech means a talking bear or musical toy, then up to 20 per cent would be ok in my opinion. Zandra Johnson Fairytale Children’s Furniture There is some serious and worrying results published of recent research into the effects on the developing brain by the use of computer technology.

Cate O’Neill Petalina Surely technological toys limit the development of the imagination and independent thought? The lack of technology is what is so brilliant about playing with dolls because a doll will do anything that a child wants it to do because their play is all from their imagination. I’m not keen on dolls with functions for this reason because they limit the play to what they ‘do’. Long live simple old fashioned toys and books.

Paul Baker Tiny Toy Shop Too much too early stunts imagination.

“

With traditional toy sectors embracing technology and tablets boasting a wide range of educational apps for children as young as two, youngsters have more tech toys available to them than ever before. While most children’s tablets come with a strong educational offering, an overwhelming majority of the independent retailers asked felt tech toys should be kept to a minimum when it comes to toddlers. 89 per cent of those asked felt tech toys should only make up between nought and 20 per cent of a young child’s toy box, while 11 per cent believed up to 40 per cent was acceptable. A lot of the comments stated that tech toys have the potential to stunt a child’s imagination. “It is easy for a toddler to get addicted to tech toys if they are not supervised properly,” says Dress-ADoll’s Andrew Lord. “Parents are losing sight of old fashioned traditional toys, but this is where parents love our ragdolls, because it is promoting fun and play without being sat behind a screen all day.”

Toy Shop UK is a consumer-led, online directory that helps toy suppliers, retailers and licence holders promote their businesses to an audience of up to 10,000 unique visitors per day.

July 41

MYSTERY SHOPPER

Suffolk

This month, Mystery Shopper journeys to the outer reaches of Suffolk in search of a traditional wooden play-set for a two year old niece

TOY WORLD

TOYTOWN FROM HIS seat behind the counter, an elderly looking gentleman watched me as I entered the store. The shop was silent, and in a strange moment of customer and shop owner repartee, we exchanged nothing but a simple nod. The store itself was deceptively large so I got to work perusing everything it had to offer. Sylvanian Families populated the front end of the shop, alongside a variety of LEGO sets, model kits and various pocket money pieces. I passed an aisle of board games and puzzles before arriving at a wall of play-sets.

8 Church Street, Woodbridge With shelves dedicated to Wow Toys, VTech, Hape and more, there was plenty to choose from. I decided to ask for a little bit of advice. “Sylvanian Families do lovely little play-sets,” the shop owner told me, “but they’re a little too old. We have plenty more to choose from though.” He took me to a collection of push along cars and pull along wheeled animals, pushing various buttons and setting off lights and sounds, demonstrating each toy with enthusiasm. We’d almost gone through the entire collection of

Wow Toys play-sets when he was distracted. “This is a great set,” he said, triumphantly handing me a wooden orchestra set. “It’s got some great instruments in there, only problem is it’s £50.” With a limited budget of £20, this was quite a big problem. Undeterred, he picked up a Wooden Glutting Giraffe. “Kids can spin these different shapes down the frame,” he told me. “They love the colours, and all kids like giraffes.” I remembered my own fondness for the majestic creature when I was a kid. Maybe he had a point.

Verdict: ToyTown had a fantastic array of pre-school toys and play-sets, covering both traditional and digital play with a mix of wooden and technological. The customer service was enthusiastic and friendly. I felt that a little more time could have been spent asking questions in order to offer a really bespoke experience.

4/5

42 July

VISITORS TO Ipswich could be forgiven for thinking that Toyworld is nothing but an urban legend. If it weren’t for my Sat Nav and the young man on the other end of the phone insisting that it was very real, I may well have myself. I eventually found the toy shop on the top ﬂoor of a convenience store, offering everything from a Post Office to Playmobil sets. Among its small offering downstairs were various wooden toys and pocket money gifts. Upstairs however was dedicated to toys, with fancy dress outﬁts, various science kits, role play sets and a lot of traditional wooden toys. Only one thing was missing. Staff. After ten minutes of perusing the upstairs

1 -3 Heath Road, Ipswich offering, I made my way down to ask for assistance. “What kind of thing are you looking for?” asked the woman in the Toyworld uniform. I told her I was after a wooden play-set for a two year old girl. “Have you had a look at everything upstairs? Why don’t you bring some down and I can tell you about them.” The wily woman had devised a way of getting me to bring product to the till. She was the only one manning the store at the time, so I deduced it was more for the sake of security than salesmanship. I returned with a handful of products.“This truck is particularly lovely, kids love the animal shapes,” she said. I had no choice but to agree. After all, I had chosen it.

Verdict: Toyworld was certainly not a conventional toy shop. The upstairs toy area meant that product couldn’t be easily suggested, but service was still friendly and very knowledgeable.

3/5

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MYSTERY SHOPPER

STAR STORE

CELEBRATIONS AND TOYS DESPITE APPEARING as a cluster of sheds in the Stowmarket countryside, Stonham Barns Leisure and Retail complex houses a driving range, pottery class, an owl sanctuary, and of course, a toy shop. Celebrations and Toys was decked out with almost every kind of traditional or wooden toy imaginable, from Papo’s pocket money Pirates,

Stonham Barns, Pettaugh Road, Stowmarket

to Djeco’s high-end wooden role-play sets. Knocking my head on various dangly wooden things with every step, I perused the store. There was plenty to see, including a dedicated puppet stand, wooden playset area as well as a Createa-Bear workshop. The friendly shop owner approached, asking if I

needed any help. I told her I was looking for a wooden play-set for my niece. She sprang in to action, talking me through the different sets and carefully explaining the age ranges. She showed me a selection of Melissa and Doug wooden cup cake and cup cake stands, a Slice and Bake Cookie set, right up to larger kitchen and shop sets.

It was a veritable feast of wooden food. “Some of these sets may have pieces that are a bit too small for a two year old,” she warned. “So just be careful, they may need supervision when playing, or just take these out until they are a bit bigger.” She knew her stuff. “Our most popular are these wooden pizzas that

come with a wooden toy pizza cutter.” I had to admit, the set was making me hungry. She left me to continue my hunt. I thanked her for her help and tore myself away from the store before I bought myself a collection of excellent, but not-quiteneeded wooden Pirate ﬁgures. Now, where to eat?

Verdict: Celebrations and Toys had some fantastic products and play-sets on offer for both boys and girls, proving that traditional and wooden toys are anything but boring. From pocket money to higher end products, there was something for everyone. The service was very knowledgeable and friendly, while the shop displayed fantastic innovation with its own Create-a-Bear workshop.

SPOTS

Southwald Post Office

WITH THE sea practically lapping at the door of this beach-town toy shop, Spots was plastered with buckets and spades and all manner of seaside holiday accessories. Ride-ons, balance bikes and scooters were in one corner, while with a turn to the right I was faced with a traditional toy shop. Shelves were stacked with puzzles, plush animals

and licensed characters, sets from Orchard Toys, Manhattan Toys and more. I approached the woman at the counter to ask for assistance. “We have a lot of wooden toys here,” she informed me. She made a beeline for a wooden scooter in the window display. “This is a lovely little thing,” she told me. “It is a bit expensive, but great quality.” At £60 I agreed it was lovely, but way over my budget. “Ah. Here you go.” She had struck gold. She handed me Wooden Noah’s Ark from Jamm Toys. “This is wonderful, we can open it up if you want.” I conceded that the product was a lovely looking set with a lovely looking price tag to match.

Verdict: A charming toy shop in a popular beach side destination, Spots has plenty to offer. Whether looking for a water pistol or a birthday present, there was something for everyone. www.toynews-online.biz

4/5

5/5

SUMMARY

BULSTRODES FOR A store boasting expertise in ﬂooring and carpeting, Bulstrodes had an inordinate number of toys in its shop window. Which was just as well, as I’m not sure how relevant a deep pile rug would be to a two year old. From toys to door mats, the shop was like an Argos on steroids. The toy offering spanned ﬁve aisles, one of which was completely dedicated

27 Bridge Street, Framlingham to Orchard Toys games and puzzles. The others were ﬁlled with LEGO, pocket money gifts and arts and crafts kits. After a good 15 minutes, the storeowner asked me what I was after. “We have some fantastic LEGO Junior and DUPLO sets.” She explained they were ideal for developing motor skills. I confess, I was close to walking out with a lighter wallet and a LEGO Superman set.

Verdict: Bulstrodes is a bizarre little shop, offering everything under one roof. However, as one of the only shops situated in its little village, it was certainly the hub of the community.

4/5

This month’s assignment took Mystery Shopper to Ipswich and Suffolk, in what must be the highest scoring range of shops to date. Each store demonstrated the beneﬁts of diversiﬁcation, and possibly the challenges with taking on so much. Celebrations and Toys comes out as the top scoring store this month for an exciting product offering and a great looking store. While each shop demonstrated excellent customer service and product knowledge, Toyworld was scored less for its staffing availability, proving the importance of being as hands on and interactive with every customer as possible. Bulstrades only just missed out, but showed how excellent service always has the potential to generate a sale. July 43

SECTOR GUIDE: CONSTRUCTION

Building sights The construction market continues to perform exceptionally well, spurred by hot new licences and technology. Robert Hutchins gets to the nuts and bolts of the products designed to inspire a new wave of architects this year LEGO A successful launch of LEGO Legends of Chima and strong performance from classic lines such as LEGO City, contributed to a successful 2013 for the construction toy company. Evergreen lines such as LEGO City, LEGO Duplo, LEGO Technic and LEGO Creator all grew double digit while LEGO Star Wars remained one of the top selling lines within the boys core theme. The Legends of Chima story and products

continue to develop throughout 2014, with building sets, digital apps, online content and games. Another brand in the ﬁrm’s portfolio also adopting this 360 approach is the newly launched LEGO Mixels range. Created by a partnership between Cartoon Network and The LEGO Group, the collection made its UK debut in February this year. Released in three waves throughout the year, the brand aims to introduce

construction to the collectables market and each model features up to 70 pieces of LEGO, including eyes, teeth and working ball joints. The LEGO Movie has proven a global success, and with the release of the ﬁlm on DVD and Blu-ray scheduled for July, the ﬁrm is adding three new sets to its LEGO Movie line-up. Sets include Emmet’s Construct-o-Mech, Super Secret Police Dropship and Benny’s Spaceship, Spaceship, Spaceship. Performing as the number three property in the total market, LEGO City is also expanding with a new introduction in the form of LEGO City Arctic, set to launch later this year. Meanwhile, this June will see the LEGO Friends characters head to the jungle in their efforts to rescue and care for endangered animals. There are four sets to collect,

including Jungle First Aid Bike, Jungle Bridge Rescue, Jungle Falls Rescue and Jungle Rescue Base priced from £12.99 to £44.99. The brand new property LEGO Juniors is made for kids aged four to seven and girls aged ﬁve to 12 years old can build and play out stories based on fairytales with the Disney Princess LEGO play-sets. Pre-school brand LEGO Duplo is launching nine new building sets for the second half of the year including the Superheroes range featuring Batman, Superman and the Joker. Now in its 15th year, LEGO Star Wars is the number one Star Wars property with 63 per cent share of the Star

INTERPLAY This season, Interplay continues to grow in the construction sector with the addition of the new GoldieBlox range. Joined by the popular Rivetz and Technokits ranges, the team aims to open up the construction sector to a wider audience. New this year is the GoldieBlox range that combines a collection of books featuring the female inventor Goldie, with a variety of construction sets. Developed by engineer Debbie Sterling, the range is designed to inspire young girls to follow in her footsteps and in to the world of engineering. The launch series will have three GoldieBlox sets to www.toynews-online.biz

Wars toy licence, and 2014 brings a new Darth Vader theme. Microfighters have been introduced as entry point items and hero products include the AT-AP Imperial Star Destroyer and The Ghost. Further developments for 2014 include new lines in the LEGO Superheroes collection, LEGO Teenage Mutant Ninja Turtles, LEGO The Hobbit and new independent play themes such as Ultra Agents. Finally, the number one blind bag collectible, LEGO Minifigures, continues to perform with The LEGO Movie characters and the 25th anniversary Simpsons LEGO Minifigures. 01753 495 000

HEXBUG choose from, including the Spinning Machine, Parade Float and Dunk Tank. Each will be priced between £19.99 and £24.99. Meanwhile, the Rivetz collection features ﬁve

different titles, with each project offering kids the chance to rivet together

pre-cut coloured card using the patented Rivetz gun to create a ﬁnal masterpiece. In addition, there is Interplay’s classic range of Technokits. This build and play collection encourages children to explore the world of technology and physics. Technokits start from £9.99. 01628 488 944

From Innovation First, the Hexbug Nano V2 habitat gives kids the chance to construct and customise their own tracks to test the Nano V2 bug’s climbing abilities. Each set comes with tubes and can be slotted together, while builders can include accessories such as rotating ﬂags and pegs in the Hex cell base. The Hive and Bridge Battle join the portfolio of sets that includes the Orbit, Gravity Loop, Inﬁnity Loop, Sky Max, Barrel Roll, Helix 180, Watchtower and Hurricane. 01925 453 144

July 45

SECTOR GUIDE: CONSTRUCTION TOBAR Tobar is expanding its construction toys offering this month with its range of Maisto Powerbuilds. Suitable for children aged ﬁve and upwards, the range consists of six models, each coming with easy to follow instructions to assemble the kits without the need for glue or tools. Each box features a sheet full of stickers to decorate the models, while the motorised wheels enable

the models to move forward and backwards. Designed as a way to engage children with the world of wheeled model toys, the kits help youngsters develop their dexterity and reading skills. The Maisto Powerbuilds are available now and includes the Sandrail, Off Road Truck, Excavator, Dune Buggy, Front Loader and Short Course Truck. 0844 573 4299

MEGA BRANDS

K’NEX K’Nex aims to take construction to new heights this year, as the K’Nex UK re-launch continues to build and gather momentum. A 360 degree marketing programme encourages kids to think about their next big build and supports a diverse portfolio featuring adventurous themes, building tubs and a host of new licences. At the heart of the collection is a series of building tubs and treasure chests and new sets including 35 Model, 52 Model and 70 Model Building Sets. Additional themed playsets are also available, including the Transport Chopper and Four Wheel Drive Building Set Assortment, each with over 300 pieces and moving parts. The two sets can be combined to construct a racing car. Meanwhile, the K’Nex Thrill Rides collection offers young builders the chance to build an amusement park, with theme park rides at a range of price points. This year sees six new roller coasters join the line-up with Typhoon Frenzy taking centre stage. For youngsters, the Tinkertoy collection

46 July

includes colorful plastic spools and rods that encourage creative and imaginative play. This summer also sees the launch of two licensed ranges: K’Nex Plants vs Zombies and K’Nex Titanfall. Already showing strong results in the US, K’Nex Plants vs Zombies will launch in the UK in June, supported by Mystery Figure Bags. Meanwhile, the Titanfall range will feature the Titanfall MCOR Ogre Titan and Titanfall IMC Atlas Titan Building Sets. The new licenses joining K’Nex include Super Mario and Mario Kart as well as Pac Man and Friends, Angry Birds and Family Guy. Paul Fogarty, UK MD of K’Nex, said: “The construction market continues to perform exceptionally well, and we are expecting positive results in the second half for K’Nex. “Our strong licensed portfolio delivers on both evergreen properties and on hot new licenses. With our exciting building sets that stay true to the game’s characters, we hope to see this popularity translated to footfall in the construction aisles.” 0118 925 3270

Coming this autumn, Mega Brands will introduce a host of new properties to its portfolio of popular licences as well as new creative building experiences for pre-schoolers, girls, boys and collectors. The Mega Bloks First Builders range offers new ways for youngsters to play, with toys featuring educational elements, big blocks and storage solutions for parents. Mega Bloks First Builders Fast Tracks Raceway and Rescue Team has mix and match vehicles plus easy to build tracks; while Mega Bloks First Builders Bobby Barn Musical Farm features

David Martin, vice president international, Mega Brands

characters and farmyard sounds. The Mega Bloks Thomas & Friends growth of the construction “ The line will include market as a whole is already a Mega Bloks 123 positive 18 per cent year to date. Thomas Learning Licensed products certainly play Train and new a key part in the toy industry, and we are proud to have a strong Thomas movie portfolio that is part of this products such as market. Mega Bloks First Builders Mega Bloks Percy’s is always a very keen focus for us Brave Tale. and this year we will be introducing Meanwhile, Mega brand new track product to the Bloks Barbie will popular range. ” introduce a Fantasy collection including Mega Bloks Barbie Fairy Treehouse. SpongeBob Squarepants Barbie Rooms to Build Krusty Krab Attack and allows kids to customise Mega Bloks SpongeBob each modular room, then Squarepants Invisible turn them in to condos, Boatmobile Rescue. mansions or a shopping mall. The Mega Bloks Halo The ﬁrm is celebrating line is also being refreshed the 40th anniversary of Hello with over 20 new items and Kitty with new lines, including Mega Bloks Call of Duty Mega Bloks Hello Kitty Fun at Collector Construction the Fair and Mega Bloks Sets offer fans new lines Hello Kitty Splash and like Call of Duty Care Swim Water Park. Package Troop Assortment and Call Of Duty ODIN Space SpongeBob Station Strike. Squarepants fans The line-up is completed will be treated with by the Mega Bloks a new range based Assassin’s Creed Collector on the show, Construction sets. including 01844 350 033 Mega Bloks

HASBRO This month, Hasbro showcases the latest in its KRE-O portfolio, encompassing its popular brand Transformers. KRE-O Transformers Lockdown Air Raid enables kids to build their own dinorobot Transformer. Fans can use the 203 piece set to build a jet with a magnetic claw and moving wings, along with a dinosaur

with claws and a chomping jaw. Meanwhile, the KRE-O Transformers Cell Block Break Out set features 135 pieces to build a prison cell with a removable door and a Strafe pterodactyl. 0208 569 1234 www.toynews-online.biz

SECTOR GUIDE: CONSTRUCTION GOLDFISH & BISON

TOMY Tomy predicts the Chuggington StackTrack to be a big hit throughout 2014, as it combines construction and classic train play based on the hit CBeebies show. This year sees a new ‘taking it to the top’ strategy with a collection of escalators and lifts to move trains and equipment up the elevated tracks. Each StackTrack playset can be built in multiple ways and each set connects together. The new Tunnel and Bridge Playset includes a high-performance Brewster, a tunnel and overhead signal. Kids can race Brewster through the stop and go tunnel and create multiple layouts, or connect the set to their existing play-sets to create their own designs. The star of the collection is the Brewster Big Build Set, featuring Brewster, Tyne working cranes and elevators.

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Meanwhile, the Working Wheels Set allows kids to crank HP Koko up the Working Wheels Yard escalator, re-fuel at the fuel hangar and race him down the track. The Checker Station comes with a HP Wilson, a manual elevator, swing gates and a modern City Station stop. For Chuggington action on the move, the portable Chug Patrol Headquarters is able to store track and engines and features HP Wilson, a chug patrol car,

Stack Track track and a 360 degree spinning turntable. New character engines also join the gang with Chuggineers Zack, Cormac and Chuggineer Fletch and Tyne. The Chuggington Wooden Railway features real wood constructions and is compatible with other wooden train systems. Tomy’s Wilson’s Lift and Load Figure Eight Set comes with Wilson, a cargo car and a crane. Finally, hero engines Chug Patroller Calley With CP3 Water Blaster and Speed Fleet Hanzo are also set to join the line-up, alongside two new Chug Patrol Wagons, CP4, Stretch Car With engine and CP6. 0208 722 7300

Goldﬁsh & Bison is introducing a strong line-up for 2014, featuring new developments for the illuminated Laser Pegs construction system. The new ranges will be available from autumn this year, priced between £5.99 to £79.99. Laser Pegs has revealed a partnership with the National Geographic brand, with a new range enabling kids to recreate Laser Peg models based on prehistoric creatures, famous landmarks and more. Fans can also look forward to portable play solutions that kids can construct on the move. Meanwhile, Zippy Do is a three in one construction toy that lights up in colour. The Zippy Do comes with a portable, battery operated core that

can light up. With 22 interchangeable pieces, kids can build a Helicopter, Plane and Car. The Mobile Power Source is the smallest Laser Pegs Power Base, allowing kids to take Laser Peg toys on the go. The MPS range includes three building kits: Robot, Helicopter and Aircraft. Finally, the new Laser Pegs 9100 Power Block enables kids to build eight different Light Up model cars with rolling wheels. The Laser Pegs Power Block Series Kit comes with 83 tinted construction parts and a super charged Power Base 0208 326 26 26

July 47

SECTOR GUIDE: CONSTRUCTION MARBEL The Japanese microsized building block brand Nanoblock is always looking to develop new lines to add to its portfolio and offer its fans new challenging builds. Each Nanoblock product comes with step-by-step instructions to aid with the build and there are Nanoblock tweezers for handling the smallest parts in the range. All of the builds are suitable for kids aged 12 years and older. New for the autumn/ winter season is the large

Titanic ship, consisting of over 1800 pieces, set to keep builders busy for hours. Meanwhile, new to the mini collection series is a range of dinosaurs, dogs and a sloth. In the Sites to See range, there is the new Arc De Triomphe build and further

new lines include a hot truck and motorbike. This Christmas will see the arrival of three new seasonal festival lines. These festive products include a Santa and Reindeer, a Santa and Christmas tree and a Snowman and Christmas tree.

SPIN MASTER The Meccano system of parts, nuts and bolts has been used in various schools and organisations for years, helping encourage kids to get involved in construction and inﬂuence careers in design and build industries. This season, the company is bolstering its Multimodels offering with a larger 20 Models Formula 1 and the 25 Models Off-Road Vehicles

48 July

“This category is very valuable to Marbel as it’s our third biggest, and we are really excited about the new Titanic ship from Nanoblock.” 0845 6000 286

JOHN ADAMS Set, featuring 3V electrical motors to bring movement to the structures. Spin Master will be investing in a TV campaign during the key selling season to showcase the building possibilities that the Meccano Multimodels offers, with the 20 and 25

Models Sets also being showcased during the expansive campaign. The Meccano Evolution range is also expanding this year with brand new Mini Loader, chopper Motorbike and Excavator model kits. 01628 535 000

Heading up John Adams’ construction portfolio is ProDeck, the range enabling boys and girls to create, shape and

customise laminated mini deck skateboards before they play with them on their own skate park. The original ﬁve-in-one workshop comes complete with enough material for ten boards, enabling kids to laminate, bend, sand, seal and add trucks and wheels to create unique personalised boards. Also new for 2014 is the ProDeck Longboard

BIGJIGS The BigJigs toys construction range aims to encourage kids to use their imagination while developing their motor and hand-eye coordination skills. New for 2014 is the BigJigs Wooden Construction Set, comprising of 51 play pieces including varied wooden plinths, wooden blocks, nuts and bolts. The set, designed

Stacey Thornton, marketing executive at Marbel, said: “The construction market has performed really well in the ﬁrst half of the year for Marbel.

to allow kids to build whatever they want, comes in a paint-pot style tub to keep all the pieces tidy. For DIY enthusiasts, the My Tool Bench provides children with a wooden workbench complete with colourful clamps, nuts, bolts and tools. BigJigs Toys also has

a range of workbenches, including Bigjigs’ Powertools Workbench and the Carpenter’s Workbench. 01303 250 400

Workshop that can be clipped to the main workshop or children can use it on its own. The Longboard Workshop kit includes enough materials for consumers to make ten mini longboards and this set will be the focus of a TV advertising campaign. 01480 414 361

TOY ESSENTIALS Toy Essentials is building its construction toy portfolio in the UK and Ireland with Plastwood Magnetic Construction, World of Safe Toys and Wedgits. Under the Plastwood brand comes two lines, Super Maxi and Kliky,

both targeting the preschool sector. Super Maxi consists of a series of magnetic rods and spheres, while Kliky offers a choice of models designed to satisfy inquisitive minds. 01285 762 039 www.toynews-online.biz

SECTOR GUIDE: CONSTRUCTION CHARACTER OPTIONS Character Options introduced its Lite Up Lite Brix range to the construction sector in 2013. This year, the ﬁrm is bolstering its collection with a host of new products. The Lite Brix boys collection continues to grow with the popular Space Trooper Robot and the Lumi Cycle. The line is joined by the Lumi Star Racer Car with 3D light up designs. This autumn also sees the introduction of the brand new LiteWars themed playset collection, featuring buildable projects with a battle theme. For girls, the Lite Brix range takes on a shopping theme with its Sunset Mall. In addition, there is the new Moonlight Monsters collection, introducing kids to the ghoulish characters Skyla, Luna, Starlet, Maia and Aura.

GREEN BOARD GAMES The Moonlight Mansion is the hero set in the collection this year, with over 100 special parts, two dolls, 11 Lite Brix and more. Further play-sets will

include the Starlight Stage, Moonlight Ride, Ghoulish Glamz, Spooky Spa and Vampire Vanity. 0161 633 9800

Green Board Games is ploughing ahead with its Build and Drive range, featuring a Truck, Tractor and Bulldozer. Designed to engage children, encourage creativity and improve hand-eye coordination, the Build and Drive range allows kids to build creations from scratch, before painting them.

FLAIR Flair’s new WWE C3 construction series offers young wrestling fans the chance to build their own WWE Universe. Youngsters can construct the main event with the WWE StackDown Wrestlemania XXX Ring Playset. The set features four C3 ﬁgures: John Cena, Randy Orton, Triple H and a referee, alongside additional features from the Wrestlemania XXX entrance, sling and slam working ropes and more.

SAMBRO The Battle Brawlin’ ring Playset is at the centre of the WWE StackDown Universe, where Superstars John Cena and The Miz battle to become the StackDown Champion. The line-up is completed with the WWE StackDown Starter Sets,

each including one WWE Superstar and over 70 pieces to build. All starter sets can be attached to additional bigger ring sets. 0208 643 0320

This month, Sambro is championing its range of Puzz3D puzzles as “a great twist on the traditional construction toys.” The collection allows children aged 12 and upwards the chance to create structures of some of the most recognisable landmarks in the world. As well as real-world landmarks, the range also encompasses Disney icons. 50 July

The wooden pieces slot together without the need for glue or tools. Once created, each model can move left, right, backwards and forwards, while the Bulldozer can rotate 360 degrees. The three wooden models in the Build and Drive range will be available this summer. 01494 538 999

The Puzz3D collection includes the Disney Puzz3D range, featuring the Cinderella Castle from Disney’s Magic Kingdom. There are four different skill levels from beginner, intermediate and advanced through to master. The range also features recognisable architecture including Big Ben, The White House, the Taj Mahal and more. 0845 8739 380 www.toynews-online.biz

SECTOR GUIDE: DRESS UP & ROLE PLAY

Fancy dress Whether it’s donning the outﬁt of a favourite character or ﬁring up the stove of a toy oven, dress up and role play ranges have the power to take children into the furthest reaches of their imaginations. Billy Langsworthy takes a look at the sector RUBIE’S

ASOBI Rubie’s has welcomed some new additions to its popular Disney Princess range, including an Anniversary Sleeping Beauty costume to coincide with the re-release of Disney’s 1959 animated feature film on DVD and Blu-ray in June. The re-release of the film also ties-in with Disney’s Maleficent, currently in UK cinemas telling the unknown story behind Sleeping Beauty’s antagonist. The Anniversary Sleeping Beauty dress is set for a higher price point due to its intricate detail, which includes a tiara. A range of accessories is also available to buy separately, including wigs, jelly shoes, bag and glove sets and glitter wands. Elsewhere in the range are the mid-priced Royale dresses, which elaborate on the lower-priced Storytime line with more detailing and decoration.

The higher price point Glitter range of dresses includes glitter detailing in eye-catching colours while the Winter Wonderland line of dresses boasts long sleeves and a removable cape with faux-fur detailing. Already part of the craze for all things Frozen are Rubie’s hugely successful Anna and Elsa dresses which the firm states have been ‘a phenomenon’ since its release in December last year. Rubie’s has produced four skus at two price points for Classic and Deluxe Anna and Elsa dresses, while the line will soon be welcoming ‘Musical Light-Up’ dresses for both characters which feature an LED light-up front panel that plays an array of songs from the Oscarwinning film. Both Light-Up dresses will be in store for Christmas to coincide with a festive rerelease of the film and with sing-along events and DVD/ Blu-ray promotions planned, Rubie’s believes Frozen’s appeal will endure well into 2015 and beyond. 08453 070707

of the Turtles’ signature weapons: twin Sai, Katana, Bo and Nunchaku. Elsewhere, fans of Doc McStuffins can act like the pint-sized doctor with Flair’s Doctor’s Bag Set. The bag boasts a pretend otoscope, blood pressure cuff and thermometer, and all of the accessories can be stored inside the bag to carry around. Fans can dress like Doc thanks to the Doc McStuffins Role Play Set featuring her white coat, while new for autumn is

Doc’s Scrubs Role Play Set containing a pink shirt and trousers, Doc’s magical stethoscope, clipboard and interchangeable badges. Flair’s Tree Fu Tom collection has been extended and refreshed, welcoming a new Ranger Utility Belt with an adjustable belt, storage pouch, scarf and woggle, ranger cards, ranger book, clip on telescope, ranger badges and a compass. 0208 643 0320

Asobi’s arts and craft brand Seedling landed in the UK in 2012 and has since brought children a range of innovative craft kits designed to bring role play to life. Each Seedling kit allows children to make a costume that is unique to them.

With a multitude of kits on offer, kids can make their own superhero cape, design their own Indian headdress, make their very own wizardry wand or create a designer tutu with Seedling’s variety of tools and templates. 01628 200077

RUDOLF STEIN Rudolf Stein’s new One Direction range will feature jewellery, necklaces and bracelets as well as hair clips, fabric headbands, brushes and gift sets.

As well as One Direction, the ﬁrm also has dress up ranges spanning Peppa Pig, My Little Pony and Moshi Monsters ranges. 0117 300 5113

FLAIR Fans of Teenage Mutant Ninja Turtles, Doc McStuffins and Tree Fu Tom can kit themselves out to look like their favourite characters with Flair’s dress up and role play offering. Kids can become one of the Teenage Mutant Ninja Turtles by donning one of the ﬁrm’s four Deluxe Masks, each featuring adjustable bandanas with added soft eye support. Turtle fans can also brush up on their ninja skills with Flair’s Soft Foam Weapon Assortment including four www.toynews-online.biz

July 53

SECTOR GUIDE: DRESS UP & ROLE PLAY GOLDEN BEAR Golden Bear’s new Sooty toy range allows young puppeteers to replicate the mischief and magic of the iconic pint sized TV star. Golden Bear’s collection of hand puppets is set to appeal to Sooty fans of all ages, matching the cross generational appeal of the iconic show.

The collection includes authentic Sooty, Sweep and Soot Hand Puppets, allowing fans to recreate their favourite Sooty moments as well as create their own. Meanwhile, for a professional looking production, the Pop-up Sooty Puppet Show boasts

a Sooty puppet in its very own puppeteer box adapted from the packaging. Sooty pops straight out of the box and comes complete with a magic wand and water gun, perfect for causing mischief. The collection will be available from August. 01952 608308

AMSCAN INTERNATIONAL

MASK-ARADE Thanks to Mask-arade, fans of hit show Breaking Bad no longer have to shave their head and recite “I am the one who knocks” to successfully replicate the look of Walter White’s alter ego Heisenberg. Mask-arade’s character face masks depicting

GREAT GIZMOS Great Gizmos’ award winning Great Pretenders line of kids’ costumes and accessories allows children to dress as a fairy ballerina or a princess thanks to Fairy Wings, Wands, Tutus and Pink Princess Slippers themes. Medieval play is catered for with Knight Helmets, Swords and Shields. 01293 543221 54 July

Heisenberg and his sidekick, Jesse Pinkman are proving to be big sellers this year for the company and are proving an effective accessory to a dress up. Due to popular demand, Mask-arade will be adding Los Pollos Hermanos owner Gus Fring to the range.

MAPS TOYS Maps Toys distributes Aeromax and its range of deluxe ‘Get Real Gear’ children’s costumes. The Astronaut costume comes in both orange and white and features an official NASA embroidered patch, cool decals, buckles and strong zips as well as a matching astronaut’s NASA cap. 01483 776 006

The range looks set to remain popular among fans with the arrival of the Breaking Bad spin-off show titled Better Call Saul, following the exploits of the crooked lawyer Saul Goodman, which is set to air in early 2015. 01926 814 292

Amscan International is a leading designer, manufacturer and distributor of decorated party products, balloons, and face paint around the world. The firm has recently launched a new costume dedicated website to showcase its fancy dress range, which is constantly expanding and designed in-house. From children’s characters to adult trends, everyday dress up to themed collection outfits, Amscan boasts an extensive range of outfits, including a variety of licensed characters such as Barbie. The firm’s offering covers the party calendar events including Halloween, Christmas, hen parties, adult’s occasions, and many more, all carried out with a next day delivery service from its Milton Keynes warehouse.

Amscan is a partner for over 40,000 retailers around the world, and with ranges based on the latest trends, its products are designed to draw customers into stores for all occasions. 01908 288 500

LEARNING RESOURCES Learning Resources has a wide range of role play toys to help children learn the skills to cooperate, take turns and develop their listening skills through play. The Pretend & Play Post Office allows budding post-masters to weigh, sort and stamp letters as customers exchange travel money, apply for licences and check the notice board,

while the Pretend & Play Cash Register has large buttons, big digit display and a working calculator so children can play shops while practising important maths skills. Kids can role play being teacher with the Pretend & Play School Set. This all-inone set includes 149 pieces to create a fun classroom. 01553 819 330 www.toynews-online.biz

SECTOR GUIDE: DRESS UP & ROLE PLAY BIGJIGS Bigjigs Toys range of over 1,500 products spans fourteen ranges, each designed to enable youngsters to use their imaginations and develop creativity through role play.

CHARACTER OPTIONS Budding chefs can get a taste of the kitchen with the Bigjigs Cooking & Roleplay collection. This extensive range includes single itemed foods, tea and baking

HASBRO The Amazing Spider-Man 2 has made over £24m in the UK since landing in cinemas back in April, and now fans can transform into Spidey with Hasbro’s new Spider Vision mask. The Amazing SpiderMan Spider Vision Mask activates glowing web discs

56 July

sets, kitchen appliances, shops and food accessories that can be used for both play and as a means to educate children about healthy eating. Elsewhere, new role-play products for 2014 include Bigjigs’ Shop Till with beeping Scanner. This comes complete with wooden and paper money, a wireless credit card reader and a beeping scanner device. 01303 250400

Character Options has a range of role-play products designed to ‘let children identify with and transform themselves into their favourite hero’. Pre-school fans of Fireman Sam can transform themselves into the children’s TV

icon with a line of dress up and role play items. Character’s Helmet with Sound and Utility Belt with Jacket and Accessories are available to instantly transform little ones into a heroic ﬁre-ﬁghter. Children can press the button on top of the helmet to hear the iconic Fireman Sam theme tune play along with different character phrases from the show. 0161 633 9800

MARBEL that lets wearers pretend to take down your foes with a single sling. Users can also press a button to activate the mask’s spider vision before throwing a web disc and watching as it ﬂies through the air with a spider glow. 020 8569 1234

Marbel’s Australian brand Pink Poppy has a wide range of different dress up costumes aimed at three to nine year olds that transform them into everything from a princess to a butterﬂy. The complete Pink Poppy range has been designed to be ‘fun and girlie’ with pale pink and other soft colours and allow children to dress up in costumes such as mermaids, bunnys, ballerinas and butterﬂies. Each costume features accessories including wands, wings, tiaras, bunny ears and luxury hand bags. Aside from the dress up, Pink Poppy also has a range of hair accessories and jewellery as well as a collection of large and small hand bags, tooth chests, hold all’s and musical jewellery boxes. This autumn/winter season will also see an I love London range join the Pink Poppy’s children’s fashion line. 0845 6000 286 www.toynews-online.biz

SECTOR GUIDE: DRESS UP & ROLE PLAY SPIN MASTER

DKL DKL distributes a wide range of quality role play toys through its Wonderworld and Corolle brands. Wonderworld are wooden toys that promote and abide by a strict environmental manufacturing policy. The Wonderworld role-play range includes the Kitchen role-play collection featuring the Neo Cooking range. This includes a cooker, washing machine, sink and refrigerator, each sold separately. Wonderworld’s Cooking Centre comes complete with all cooking facilities and life-like design features such as a metal sink, dials that click when turned, and opening doors. The brand is also home to a selection of accessories including Fruit and Veggie baskets that come with six food items to be cut and stuck back together.

The Wonderworld range also incorporates learning into its role play aspects, as demonstrated by the Wonder Cash Register which features a real calculator and toy money along with a roll of paper. Elsewhere, DKL’s Corolle dolls allow children to enjoy playing the role of a parent nurturing a baby. The Mon Premier collection for kids aged 18 months and onwards

features the bestselling Calin dolls and bath babies newly designed for 2013. The dolls feature bean bag bodies, blinking eyes, and cute outﬁts to help make them appear lifelike. Corolle interactive dolls are designed to enhance the role play experience as they are able to go in the bath, drink from their bottle and use the potty. Corolle Lia, the most interactive in the range, comes with 16 different functions including four different languages and seven phrases. Wonderworld and Corolle are supported by a full in-store support programme, high proﬁle marketing and social media campaigns. 01604 678786

Fans of Minecraft can now transform themselves into their favourite pixelated characters with Spin Master’s set of recently launched cardboard heads. There are three lightweight cardboard Minecraft Box Heads in the range, allowing consumers and fanatics to choose from Steve, an Enderman or a Creeper.

Children can also interact with the brand with Spin Master’s Minecraft vinyl ﬁgures as well as new plush Minecraft ﬁgures available this autumn, featuring characters including Ghast and Spider. The range has been developed to engage fans of the popular franchise outside of its digital universe. 01628 535000

Mischief and Magic with Sooty & Friends

Sooty, Sweep & Soo Hand Puppets Sooty or Sweep... You Decide ! Join our national campaign to decide if Sooty or Sweep is the nation’s favourite! Visit www.sootyvsweep.com to cast your vote. Don’t forget PK ?DA?G KQP PDAEN IÎJEBAOPKO eNOPÉ

Tel: 01952 608 308 customerservices@goldenbeartoys.co.uk

www.toynews-online.biz

July 57

OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR

Jon Salisbury IT’S DIFFICULT to criticise the press for adding fuel to the fire at the first opportunity and joining the throng of critics who already have the toy industry in their sights for, once again, stifling demand for the latest hit toy - and it’s even easier when the culprit is the world’s largest creator of entertainment properties. The Daily Mail, of course, has had a field day with corny headlines like ‘Frozen black market heats up.’

the social status attached to being able to ﬁnd it.” So, the problem is not going to be resolved until it’s resolved. Until licensees turn the tap back on, eBay will be the only winner and secondary market prices will keep on rising. Is Disney the real culprit for not correctly anticipating demand for licensed Frozen merchandise or did risk averse buyers adversely inﬂuence in-store and online orders?

Until Frozen licensees turn the tap back on, eBay will be the only winner and secondary market prices will keep on rising. This time, it’s Disney who are to blame for underestimating the beast that they unleashed and the story just keeps on growing in the telling. Frozen has now become Disney’s highest grossing movie of all time and the shortage of product has been truly global. People have not been slow to also point the blame at retailers’ shortterm memory having had a less than stellar sales experience with a previous Disney property in the shape of Brave. Experts have likened the phenomenon to the Cabbage Patch Kids craze in the 1980s and toy analyst Sean McGowan said: “We’re now at the stage where the demand is almost being driven by the scarcity because of

It’s not as though this kind of thing hasn’t happened before. It took an unknown small Canadian outﬁt in Thinkway Toys to sign on the dotted line for the original Toy Story. Big business in the shape of Disney and Mattel were very late on the scene to join that particular party. The ﬁrst movie to introduce the world to the wonder of computer animation and the subject matter was toys that came to life. You couldn’t imagine a more ‘toyetic’ concept, surely? I wonder who dropped the ball with that licence? Perhaps the most famous DIY solution to such a dilemma came about when Blue Peter showed you how to make your own Tracey Island

Follow me on Twitter @jonsalisbury

News that Frozen toy demand is outstripping supply has our columnist remembering similar out-of-stock crazes

play-set in 1993. Anthea Turner demonstrated how assorted boxes; yoghurt pots and papier mache could solve matters. The marketing team at Matchbox had brought the toy to market and I suggested that their purchase by the US company Tyco had deprioritised the importance of what was basically a UK only toy. ‘Thunderbirds are No’ was the tongue in cheek headline that I ran with and Tyco thought I was being a tad disrespectful and told me so in no uncertain terms. This time, the solution to the Frozen problem by a reader of The Guardian was beautiful in its simplicity: ‘Simply buy a Barbie doll and put it in the freezer.’

Jon Salisbury has written about the toy business since 1985, editing magazines and running toy media events in New York and London. He can be contacted at jonsalisbury@icloud.com or @JonSalisbury

www.toynews-online.biz Editorial: 01992 535646 Advertising: 01992 535647

CIRCULATION & SUBSCRIPTIONS AUDITED CIRCULATION Average Net Circulation: 6,106 July 2012 to June 2013.

ToyNews is published 11 times a year by Intent Media ~ Saxon House, 6a St. Andrew Street, Hertford, Hertfordshire SG14 1JA Fax: +44 (0)1992 535648 © Intent Media 2014. No part of this publication may be reproduced in any form or by any means without prior permission of the copyright owners. ISSN: 1740-3308

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58 July

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