ToyNews Issue 162 June 2015 by Future PLC

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No. 162 l June 2015

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Retail l Licensing l Pre-School l Marketing 21 Toys on YouTube With toy channels on the site proving as popular as ever, we look at how firms can get involved

22 Sister Acts Girls’ play patterns are changing. We take a look at how, and in what ways toy firms are responding

36 ToyShop UK Debates This month, indies chew the fat over whether summer is only great for outdoor specialists

38 Indie Profile Austins’ Debbie Maloney talks us through some of the store’s top sellers of 2015 so far

The Class of 2015

We open the doors of the ToyNews Toy Academy, looking at how the industry is offering children a range of lines designed to boost their performance in different lessons. Pay attention at the back

You will have heard our work. It’s In over 5000 products. Translation and Localisation in over 40 languages: expand your market Voiceover, Custom Music and Sound Effects: sounds that shine  Professional Recording Studios: optimised for toys, apps and web  Apps, Software and Electronics: your concepts realised  

see what else we do at www.sosound.co.uk or call: +44 (0)20 8661 7979 www.toynews-online.biz

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June 03

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WELCOME

MEET THE TEAM Samantha Loveday Editor sloveday@nbmedia.com

Billy Langsworthy Deputy Editor blangsworthy@nbmedia.com

Robert Hutchins Staff Writer rhutchins@nbmedia.com

Jodie Holdway Sales Manager jholdway@nbmedia.com

Carole Eagles Account Manager ceagles@nbmedia.com

James Marinos Production Executive jmarinos@nbmedia.com

Tom Carpenter Designer tcarpenter@nbmedia.com

Mark Burton Managing Director mburton@nbmedia.com

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

NewBay Media is a member of the Periodical Publishers Associations AUDITED CIRCULATION: Average Net Circulation: 6,092 July 2013 to June 2014. ToyNews circulation is 17.1% higher than its closest competitor ToyNews has 100% named circulation and 0% duplication.

CONTENTS Regulars 06 10 10 11 12 14 36 40 58

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

Features 17 Back to School Timetable 21 Toys on YouTube 22 Girls’ Play Patterns 43: Sector Guide: Arts & Crafts 53: Sector Guide: Science & Education Licensing.biz 25 News 28 Big Interview: Jessica Blue, VP, Licensing Expo Pre-school (sponsored by VTech Baby) 31 News 32 Pre-school opinion Retail 35 News 38 Indie Profile: Austins

COMMENT

School daze

While certain playground crazes have been the bane of teachers’ lives in the past, it was reassuring to hear so many companies stating that the toy industry can play a vital role in boosting children’s performance at school.

WHEN the idea came to us to mark this issue’s Back to School focus with a photo of the editorial team as kids, Sam and Rob suddenly came over all shy. Lucky for you, I have no shame. Yes, the kid with the ears wearing his finest dungarees is me at the merry age of six. For this issue we’ve gone back to the classroom to find out how toys can help kids boost their performance across different lessons at school. I’ll be honest, I can’t remember playing with anything as a kid that seemed like it would help me in the classroom. At the time, I was in love with my Tomy TV Teddy (complete with Berenstain Bears VHS) and Toy Story toys. If I put my Amanda Gummer hat on, I could maybe say that they helped develop my imagination. Although being far too young for it, I was also well into the horror VHS board game Atmosfear, but the only thing it taught me was that some nightmares never leave you. But that was 1996. Fast forward to 2015 and it seems that more and more toy firms and inventors are seriously valuing the educational aspects of play, while of course retaining a sense of fun element. Kids can now play on their tablet while learning about maths, beat their mates at a board game while boosting their geography know-how and what better way is there to learn about volcanos than to actually build one. While certain playground crazes have been the bane of teachers’ lives in the past, it was reassuring to hear companies involved in this month’s feature stating that the toy industry can play a vital role in boosting children’s performance at school. Several of this year’s biggest new entries into the educational space were on display at last month’s Toymaster show and it was yet another great event. This year’s Toymaster even managed to combine most people in the industry’s three main loves: great toys, passionate independents and mariachi bands. Honestly, the sight of four heavily mustachioed Mexican men singing Don’t You Want Me Baby to a crowd of adoring fans has already replaced Atmosfear as my new favourite recurring nightmare. blangsworthy@nbmedia.com

Introducing Cartamundi’s magic new range EMAIL: SALES@CARTAMUNDI.CO.UK TEL: +44 (0)12 68 51 15 22

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NEWS

Toymaster triumphs as ‘best show on industry calendar’ This year’s event brings ‘more and better orders than before’ as confidence reigns among indie retailers By Robert Hutchins THE ANNUAL Toymaster gathering is one of the best shows in the industry calendar for the independent retailer, according to the attendees of this year’s Harrogate event. Bringing together the buying group’s usual slate of Toymaster retailers, suppliers and outside independents, the May show is once again being heralded as a success. This year’s event saw 129 suppliers line the rooms of The Majestic Hotel to showcase their latest ranges for the back end of the year, many of

whom championed this year’s show as the place to secure big orders. “We have had more and better quality orders than we have before,” Bruno Gallone sales director at John Adams, told ToyNews. “Toymaster is a big show for us, and independent retailers are what John

Adams is built on. They are core to the business, so we always go big at this show.” The message of the Toymaster buying group appears to be reaching further afield, with over 100 non-member retailers attending this year’s event. “The show has been a success,” said Ian Edmunds,

MD of Toymaster. “We always get good numbers turning up and we are getting more independent retailers coming along on top of that. “We have had over 100 other independents join us this year, and this goes towards making it more viable for the suppliers.” Among the retailers, it is the camaraderie and community that has been championed above all else, with reports of impromptu roundtable discussions taking place during the show. “There is more chat and there has been more sharing among the retailers

this year,” explained Helen Gourley, owner of ToyHub. “We have even arranged a roundtable discussion just to talk over current retail trends. “This was the first time we have really seen that level of engagement with each other. “I also think for the number of orders and the networking opportunity Toymaster brings, it has to be seen as one of the most important shows of the year.” The next Toymaster will run between May 17th and 19th, 2016. Toymaster: 01604 674 477

Winning Moves eyes new Top Trumps partnerships Firm taps toy companies, publishing partners and apparel specialists in its inter-licensee move By Robert Hutchins WINNING MOVES is growing its inter-licensee relations to bring Top Trumps to a multitude of new products, published titles and apparel. The move was kick started back in April when the company teamed with Creative Toys to launch exclusive football-themed Top Trump cards with next season’s SoccerStarz packs. Shopkins, Peppa Pig, My Little Pony, Frozen, Star Wars and Harry Potter will be among the ten key licences at the centre of

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a campaign that will see Top Trumps cards take on the role of apparel swing tags, kids’ magazine cover mounts and more. While details are being kept under wraps for now, there are plenty more partnerships to come. “People have been so receptive of the initiative, it makes us wonder why we have never done it before,” Suzie Howes (pictured, right), head of marketing for Winning Moves, told ToyNews. As well as extending the reach of the Top Trumps across audiences and fan

bases, Howes explains that the new move is designed with the cautious and spaceconscious retailer in mind. “People are realising that retailers are reducing the number of SKUs they are taking in,” she continued. “So, if you are integrating yourself across ranges like this, it makes a stronger picture for the brand and the retailer.” Elsewhere, Winning Moves is now eyeing a strong second half to the year with a range of popular licences to hand, such as Game of Thrones, Marvel, Disney and more.

“The beauty with Top Trumps is that it lets us tap into the big licences for this year, such as Star Wars and

Minions, and we can do it well,” concluded Howes. Winning Moves: 020 7298 9500

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NEWS

Frozen showing no signs of slowing down at retail Product based on the recent short film has been “in high demand”, claims Disney general manager By Billy Langsworthy IT MAY have been over a year since Frozen hit UK cinemas but the brand is “showing no signs of slowing down at retail,” claims Disney. A follow-up short film, Frozen Fever, debuted ahead of Cinderella screenings back in March and as a result, Disney believes the brand is all set to enjoy its second successful summer. “Frozen is now gearing up for its second summer and is showing no signs of slowing down at retail,” Mike Stagg, general

manager of retail for Disney UK & Ireland told ToyNews. “The release of Frozen Fever in cinemas ahead of Disney’s Cinderella was certainly a fan pleaser and

product based on the short has been in high demand since first hitting shelves. “It’s really a continuation of the Frozen success story and as we look ahead to

seasonal opportunities at retail this year such as back to school and Christmas, Frozen remains a priority.” Frozen is the sixth highest grossing film of all

time, the highest grossing animated film ever and became a titan in the toy space last year. This year has already seen the release of a LEGO Frozen set and when Frozen 2 was announced, Mattel and Hasbro both reported a jump in their share price. “Frozen has truly become a part of people’s everyday lives, it’s a cultural phenomenon and children love to continue the storytelling at home with the wide range of merchandise available,” continued Disney’s Stagg. Disney: 020 8222 1000

10. – 13.9.2015 Experience diversity, discover new ideas! A guarantee of diversity for over 50 years: The leading international trade fair for the baby and toddler outtting sector. In addition to plenty of new ideas, you can also look forward to the Kids Design Award 2015. Aspiring young designers present trendsetting design concepts. Let yourself be inspired – we are looking forward to seeing you! www.kindundjugend.com International Business Media Services 42 Christchurch Road | Ringwood | BH24 3JU | United Kingdom | Tel.: +44 1425 486830 | info@koelnmesse.co.uk

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NEWS

Spin Master pushes play boundaries with collectables

Accentuate launches new Film Quotes expansion pack

Players can now enjoy the guess-theaccent party game with lines from iconic The firm has high hopes for its new Sick Bricks and Chubby Puppies ranges in UK market, following positive global response movies like Scarface and Ghostbusters By Billy Langsworthy

By Robert Hutchins COLLECTABLES ARE helping Spin Master ‘push the boundaries of play’ this year, as new launches across the girls’ and boys’ markets are tipped for big success. The toy firm has high hopes that its new selection of animal-themed Chubby Puppies will be a big seller this Christmas 2015, as the range is fuelled by the support of an extensive TV and PR marketing campaign this summer. Launching in July, the Chubby Puppies range marks Spin Master’s first major girls’ collectables launch since its 2011 line, Zoobles. Elsewhere, the firm believes its toys-to-life line of collectables, Sick Bricks will ‘push the boundaries of play’ in the UK market, where it hopes its success will mirror the range’s international reception. “We have high expectations that Chubby Puppies will be a big seller this Christmas,” said Charlotte Jones, brand manager at Spin Master.

“Meanwhile, Spin Master has invested heavily in the Sick Brick game and app, and the brand is a huge launch for us globally and in the UK,” added Spin Master’s marketing manager, Emma Eden. “We are already seeing great success off the back of the launches in North America. Sick Bricks is innovation at its best, and we believe it pushes the boundaries of play.” Spin Master: 01628 535000

MGA to enter STEM sector New doll line will ‘ignite imagination and science-inspired play’ By Billy Langsworthy MGA ENTERTAINMENT is to make its debut in the STEM market this summer with a brand new doll line. The new range boasts an educational angle that will ignite imagination and encourage science themed play, as each doll will come with an interactive science experiment to try at home. 08 June

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Each doll will feature a ‘geek chic’ style with different fashions for every one of the characters. The line will focus on relevant themes that encourage experimentation and learning in STEM subjects that the firm states will ‘set alight to the imagination and encourage science-inspired play’ among girls and boys alike.

The product launch will receive marketing support that will include major media and entertainment partnerships, along with TV, digital and PR activity. Further details are being kept tightly under wraps for now, but MGA has revealed it has high hopes for the new brand in the STEM sector. MGA: 0845 0533 333

A YEAR after accent guessing game Accentuate first launched, the firm behind the product has created its first themed expansion pack. On sale from August, priced at £8.99, the Film Quotes expansion pack contains cards featuring 90 iconic lines from an array of famous movies, and is a bolt-on to the main Accentuate game. In the game, players must read aloud a film quote in a randomly selected accent, be it “I ate his liver with some fava beans and a nice chianti” in Brummie or “Say hello to my little friend” in Scouse. Teammates can now earn extra points by not only guessing the accent correctly, but also by identifying the movie and the film’s year of release. The quotes have been taken from a spread of movies spanning eight decades, including My Fair Lady, Ghostbusters, Jaws, The Graduate, Monty Python & The Holy Grail, Casablanca, The Devil Wears Prada and Back to the Future. “We took on board customer feedback which indicated that there was a real appetite for Accentuate expansion packs - people had been remixing the game independently, coming up with new spins on the gameplay by using different styles of quotes,” said Graeme Fraser-Bell, coinventor of Accentuate. “So we wanted to start producing a range of entertaining bolt-ons which breathe even more life into the game. Film quotes are a perfect fit - some movie lines are so iconic and ingrained in our psyche that it’s almost impossible to recite them without putting on the full accent

from the film, but the Accentuate gameplay here means you often end up having to put on an accent which is so far removed from and out-of-sync with the original film, that the end result is just silliness.” The Accentuate team is now confident that the new launch will mirror the success of its original title, that enjoyed ‘impressive sales’ at launch across numerous UK retailers. “We’re confident the expansion will be popular with existing fans of the game and, at such an accessible RRP, will also be the perfect companion purchase for new players. “We see this as a great opportunity for retailers to get even more from Accentuate and we are already working on our next expansion pack, which will feature song lyrics.” John Lewis is the first store to place an order for the Accentuate Film Quotes pack, after enjoying impressive sales of the original Accentuate game in-store and online. The new pack will be in stores from August. Retailers interested in stocking the Film Quotes expansion pack can order now by contacting Fiona Fraser-Bell at fiona@ accentuategames.com. Accentuate Games: 0330 400 4162 www.toynews-online.biz

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CAMPAIGN OF THE MONTH / PLAYTIME

Yummy Nummies Mini Kitchen Magic Character Options is looking to inspire little chefs across the country this summer with the launch of its ‘make-it-yourself’ Yummy Nummies. And to keep things tasty, the firm has an extensive marketing campaign in place too, spanning online, print and even a presence at this year’s Good Food Show Character Options: 0161 633 9800

THIS SUMMER, Character Options will be launching a new recipe of creative play products as Yummy Nummies Mini Kitchen Magic prepares to hit toy shelves across the county. Yummy Nummies is a range of ‘make-it-yourself’

www.character-online.com

miniature foods, spanning burgers, fries and a milkshake to a miniature spaghetti and meatballs. By following the instructions, kids can ‘build’ their own mini meals from ingredients provided. While the kit may not come with its own restaurant

licence, it will arrive complete with a unique marketing campaign as Character Options delivers what it has dubbed ‘one of its most multi-faceted launch initiatives to date,’ designed to reach consumers on every level.

CHEF SCHOOL Advertorials will run across numerous kids’ press titles with a stream of different ‘How To’ features designed to entice children to become Yummy Nummies chefs. A readership of 1.6million will be reached emphasising the creativity behind the brand. In addition, a schedule of children’s competitions will reach even more readers of children’s magazines. GRAZE BLOGS Ensuring parents are on board is essential to Character’s campaign and a major push into the blogosphere is all part of the launch. 50 bloggers will be sent Yummy Nummies food parcels to try at home for both written and video reviews. Both launch and autumn sponsorship of UKMumsTV has also been secured, creating around 12 million page impressions.

FOOD AISLES Character will launch a programme of in-store demonstrations and competition activity, while FSDUs will be implemented for impactful display on the shop floor. FOODTUBE At the heart of the drive will be the Yummy Nummies YouTube Channel. Yummy Nummies is all about creativity and with a TV personality (yet to be revealed) to host the channel, kids can watch and engage with the making of the many treats on the Yummy Nummies menu. Driving kids to the channel and encouraging them to watch and even send their own videos in will be traditional TVRs, plus a high impact digital campaign across the leading kid’s networks including billboards, pre-roll and immersive activity.

Playtime

Three months out of the recorded four have shown an increase in TV advertising for toys and games, resulting in a year-on-year uplift of ten per cent. This does not necessarily mean that spend is up, just that kids are potentially seeing more toy ads. Contributing to the year -on-year increase was a higher volume of toys and games TV campaigns (238 in 2015 vs 222 in

This month, Generation Media takes a look at the percentage change of actual CH TVRs within the toys and games market from 2015, compared to last year Toys and Games Ad Pressure (January 1st - April 30th 2015 vs 2014)

Highest CH TVR campaign by month

30% 25%

21%

20% YOY % Change

This month’s chart illustrates the year-onyear percentarge change of actual CH TVRs within the toy and games market across the period January 1st to April 30th 2015 vs 2014. (A TVR is one per cent of a target audience. A campaign can top 100 TVRs if duplicated viewing is accounted for.)

GOOD FOOD SHOW Reaching the adult audience is the objective behind the dedicated Yummy Nummies stand at this summer’s Good Food Show. Visitors will be able to watch as the sachets of powders magically create mini cookies, pizza and even spaghetti and meatballs that look and taste like the real thing.

15%

FEB

10% 0% -10% -15%

40000 35000 10%

MAR 3%

5% -5%

45000

24%

YTD

5000 0 YOY % CHANGE

During the school Easter holidays (March 30th to April 7th) Innovation’s

20000 10000

-11%

2014), with new entries such as De Agostini Magiki Puppies dominating the top ten.

25000 15000

APR

JAN

30000

Toys & Games CH TVRs

CONTACT

Hexbug was the top advertised toys and games campaign delivering 300 CH TVRs, commanding 2.3 per cent share of voice during the period. The fact that the top

JAN 1ST 2015 - APR 30TH 2015 CH TVRs

advertised campaign equated to 2.3 per cent share of voice further indicates the level of ad pressure in the toys and games market.

Source: BARB 2015

Magic Box’s Zomlings has been the top advertised product year to date. The campaign totalled 616 CH TVRs, ensuring its number one position across the year to date.

ToyNews PlayTime is provided by Generation Media 0207 255 4650 | www.generationmedia.co.uk 10 June

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NPD RESEARCH

Retail Sales Trends

Properties

It’s all action April as market growth continues THE UK TOY market continues to grow in 2015 with a fourth month of value growth, up six per cent. However, volume for April was down 13 per cent, due to the lack of World Cup stickers that drove volume sales in 2014. In total, nine out of 11 super categories grew in April with action figures remaining the fastest growing, up an impressive 35 per cent in value. This was helped in no small part by the cinema release of Avengers: Age of Ultron which was the number one property in this category for the month. Marvel ‘all other’ also had a strong month and across total toys was number six property for April. However, the top property across toys remains Disney’s Frozen, which has been number one since August 2014 – with nearly double the sales of the number two property, LEGO City, year to date. Warmer weather, outdoor and sports toys also performed well, with summer seasonal toys up 22 per cent. Both Little Tikes and Nerf grew in April and are the top two properties in this area, with Swingball and Razor sales also increasing. However, the best

Best item progression April 2014

Disney Frozen Magic Snow Sleeve

The trend for all things Frozen shows no signs of slowing, as this Flair item demonstrates, up from number 978 in March to number 82 in April.

Sales UK toy sales

(value, year-to-date)

YTD 2014

YTD 2015

Source: NPD

selling new item in outdoor is the Wubble Bubble with pump. “The next few weeks will be key to see if the toy market can continue to grow as it has been, especially compared to 2014’s strong performance in low price items such as the World Cup Stickers and Loom Bands,” said Jez Fraser-Hook, practice director of NPD Group’s toy business in the UK.

“Avengers, one of the first big film licences out this year, has had strong sales so far. With more big films still to come in 2015, especially the Minions and new Star Wars films, there is considerable expectation that these big films will also stimulate large toy sales. “Hopefully, with good weather over the summer which can drive the outdoor category, then 2015 is on course for bumper toy sales.”

Average toy price APRIL ’14: £6.55

APRIL ’15: £8.01

UK RETAIL SALES TRENDS April 2015 (£ sales – value)

April 2015 (Unit sales – volume)

1LEGO MINIFIGURES

LEGO

FROZEN SNOW GLOW ELSA

SHOPKINS 2 PACK

COZY COUPE 30TH ANNIVERSARY

SPEED CHAMPIONS PORSCHE ITALIA GT2

LEGO

JAKKS PACIFIC

HOT WHEELS BASIC CAR ASSORTMENT

FLAIR

MATCH ATTAX 2014/15

TOPPS

LITTLE TIKES

WCS MATCH ATTAX EXTRA 2014/15

TOPPS

LEGO

PLAY-DOH CLASSIC 4 PACK

HASBRO

SHOPKINS 2 PACK

SMART TRIKE RECLINER 4-IN-1

MOOKIE

MAGIC BOX ZOMLING BAGS

HOT WHEELS BASIC CAR ASSORTMENT

MATTEL

LEGO MIXELS

SHOPKINS 5 PACK

FLAIR

MINICRAFT MINIFIGURES BLIND PACK ASSORT.

10. LEAPPAD

LEAPFROG

10. PLAY-DOH SINGLE TUB ASSORTMENT

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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MATTEL

HASBRO FLAIR ESDEVIUM LEGO MATTEL HASBRO

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APPOINTMENTS

Industry moves This month, Mattel welcomes a new director of consumer products, an industry veteran joins Jumbo Games’ sales division, Vivid promotes Eric Rossi and Le Toy Van star as our Team of the Month TEAM OF THE MONTH Who is in the team? We have a team of fantastic, hard working and passionate people with a great mix of experience, knowledge and enthusiasm. Our team can speak up to eight different languages between them. We have: Georges Le Van, managing director; Sophie Bonnett, FOB sales manager; Penny Walsh, operation manager; Victoria Field, quality manager; Marion Day, account manager; Simona Kristova, sales admin; Carrie Barnes, account assistant; Steven Le Van, sales manager EU/UK; Christine Mausolle, account manager; Michael Guerriero, account manager; Alexandre Marchand, account manager France and Spain; Quentin

VIVID The toy firm has promoted ERIC ROSSI to the role of European managing director. In his new position, Rossi is adding the UK and Eire to his current responsibilities of Vivid France/Belgium and Crayola European distribution. Rossi boasts a wealth of experience and has been with the firm since September 2012, having previously held senior positions with MATTEL The company has appointed a new director of consumer products for the UK and Nordics. After ten years, SIMON PRICE is returning to the firm to take on the role as it continues its journey to be the ‘best in class for consumer products.’ Price spent his

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Voquer, account manager Germany and Austria, Marie Bureau, marketing manager and product development and Danielle Hanson, creative director. What have been your biggest successes of the last 12 months? We have moved forward with a new team and have managed to strike a perfect balance between experience and fresh ideas. We are also very proud of the launch our award-winning toys that have really been flying off the shelves. What are you working at the moment? Petilou, a new gorgeous baby range for kids aged 12

LE TOY VAN months to two years old. It will be available this June and will be expanded on in 2016. Petilou means Little Wolf in French and it is a term of endearment. We will also be reinforcing our presence in the mother market in the UK as well as expanding in Europe and overseas. Le Toy Van is doing very well, and if we keep up this speed, we will end the year with a great result. What’s the hardest part of working in the toy industry? To remember when we are on holiday, and not drag whoever we are with into every toy shop we pass. The seasonality of the market is a tough one to fathom sometimes, too. We love our

boasting an extensive background in toy and licensed trade sales, dating back to 1973. Glicksman started his new role with the firm in April 2015.

both Hasbro and Tomy. The company will appoint a new manager to take over its French division in due course. early career working with Mattel’s sales team before joining The Walt Disney Company to work in sales and marketing. JUMBO GAMES DAVE GLICKSMAN has stepped into the role of sales agent for London and the South East. He takes up the position,

SAMBRO The company has strengthened its team with the appointment of a new sales director in the form of OLIVER WILLIAMS. Williams has worked in the toy industry for over a decade, most recently as national account manager for the UK and IE at Wooky. He also helped to introduce US brand Fashion Angels into the UK market. In his new role, Williams will oversee the UK and Ireland, extending the company’s reach across the marketplace while continuing to grow its existing customer base.

Christmas breaks more than ever, now. What’s the best part of working in the industry? Meeting passionate people at the toy shows and on the road. Working with gorgeous products. It’s always Christmas in the toy industry.

having a laugh. He is our little ray of sunshine in the sales office. Who makes the best cuppa? We love this question. We recently had a tea/coffee competition in the office. Everybody had to make one. In the end we couldn’t decide who was the best: we all make an amazing cuppa.

Who’s the office joker? Michael Guerriero is always

THE ENTERTAINER The familyrun UK multichannel retailer has welcomed a new director of logistics. STEVE WILLIAMS will now lead the expanding logistics and operations divisions, supporting the expansion of the toy chain and overseeing the move of the distribution operation this summer. DISNEY Veteran LESLIE FERRARO has been named as the new president of Disney Consumer Products. Ferraro recently served as Walt Disney Parks and Resorts’ EVP of global marketing, sales and travel operations. She will take

over from former president, BOB CHAPEK who became chairman of Walt Disney Parks and Resorts in February this year. PLANETA JUNIOR Former Hasbro man, LUIS ORTEGA has stepped into the role of the firm’s country manager for Spain and Portugal. He will work to develop the business in the Spanish and Portuguese markets. CWC PROJECTS Former Tomy and Famosa exec, CLIVE WOOSTER has opened the doors to his new consultancy for the toy and nursery industry. Wooster boasts 25 years experience in the industry at a senior level.

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OPINION

Playground power Steve Reece looks at how fortune can favour the bold when it comes to different attempts at driving positive word of mouth for products THE TOY industry has a proven model of chucking stuff out and hoping it works, knowing that next year is another selling cycle and that cautious stock management/ proactive markdown support for retailers will prevent too dramatic a down side all round. Yet, as we start to consider the annual phenomenon of ‘back to school’, it’s clear from my perspective as someone who entered the industry as a playtesting researcher for Hasbro, and still conducts kids focus groups today, that the industry still has a disconnect between toy companies and the playgrounds which

drive so much of the word of mouth effect we rely on. There is no doubting that online word of mouth is a key purchase driver and toy companies have embraced this in recent years. Yet at the end user/purchase pesterer end of things we still tend to rely on the

The purchase dynamic varies by category, so for instance more ‘worthy’ categories like arts and crafts, games and science kits are more likely to be prompted by/ approved by parents and other responsible adults. Whereas ‘cooler’, or in

We have to get sufficient product into retail with enough prominence to ensure availability and create the sales opportunity. blunt tool of TV ads to drive this playground word of mouth, which we often talk about stimulating, but rarely take any direct steps to actively harness.

modern day playground parlance ‘epic’ categories are more driven by the age old pester power dynamic. In the latter case, we’re mostly relying on

three factors to drive this process. Firstly, brands/ licences and content create affinity and interest. Secondly, kids window shop in a similar way to adults, i.e. looking in physical stores and surfing online. And finally we have the ever-dependable TV advertising campaign. Yet when I consider actual effectiveness on a campaign by campaign basis from my own experience, large scale sampling/product interaction campaigns have often been as effective as TV in terms of driving sell through and creating virality. In the real world of course, we have to get sufficient product into retail with enough

prominence to ensure availability and create the sales opportunity, and a large part of this is the guarantee of TV advertising to persuade retailers the product will move off the shelf. However for the hero level launches we can surely afford to swap some TVRs to actively engage in driving the word of mouth we know counts for so much and which we do so little to actively target. The reality is that there is less risk in just pumping up the TVRs, it takes guts to try an alternative or complementary approach, but as the saying goes fortune favours the bold.

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

Blazing a trail for gender equality Aardvark Swift’s Hannah Goodwin looks at ten of the biggest UK toy companies the firm works with to see how many women have made it into director/board level roles GENDER EQUALITY is a hot topic at the moment in all industries. So, here at Aardvark Swift we wanted to know how the UK toy industry measures up. Looking at ten of the biggest UK toy companies we work with, we assessed how many women have made it into director/board level roles across sales, marketing, finance and general management. Our research was carried out using a combination of data gathered from our recruitment activities, added to LinkedIn and also some direct calls to companies to fill in as many blanks as possible. It shows that across the companies surveyed,

there are 86 men employed as directors and vice presidents, compared to 52 women in the same roles. Breaking this down further, we also wanted to see how women are represented across specific board level roles. Across our ten company study, we found four female and 13 male sales directors, a significant gap with more than three times as many men as women. Within executive level toys marketing, we find that there are 12 females to ten males, showing a more even gender balance. This is lost again, however, when examining MD and general manager roles. Our study shows six

men in comparison to only one female. Blazing a trail for gender equality is LEGO. It employs 20 women and 18 men in board level roles. This may fit well with its commercial goals, with its first ever female scientist model sets selling out in a matter of days, they’re helping to break the stereotype of toy products for girls. Mattel also fare well, with seven women in director and VP roles compared to nine men. Again, more women in marketing than in sales or other senior management roles, similar to the pattern we’ve seen across other companies. According to The Fawcett Society, the UK’s leading

charity for women’s equality and rights, “Companies with more women on their boards were found to outperform their rivals, with a 42 per cent higher return in sales, 66 per cent higher return on invested capital and 53 per cent higher return on equity.” This indicates there may be a big incentive for toy firms to have a more genderbalanced boardroom. Despite other companies in the UK toy trade comparing less favourably, overall our research suggests that gender equality in the toy industry is better than some industries. Recent research from Fawcett Society has highlighted

that in the media sector, an average 75 per cent of leading figures are men, where in the wider business world only 20 per cent of directors are women. Based on this research, it makes business sense to have more female leaders. So it follows that companies should be trying to change the current status quo. This can only start with some further analysis on how open the route is for women to gain leadership positions, first identifying any barriers and then working to remove them. Could this be done by putting policies in place to support more female progression?

Hannah Goodwin is a recruitment consultant at Aardvark Swift. She can be contacted at Hannah@aswift.com or 01709 834 777.

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OPINION

Is jewellery an overlooked category? Icon Live’s licensing director Warren Traeger shines a spotlight on why more and more retailers are finding there’s value in stocking kids’ trinkets THE JEWELLERY and accessories sector has commonly been overlooked by retailers in the past as a minor component of their shop floor plan. However, jewellery and accessory partners, like ourselves at Icon Live, have been demonstrating that size of product certainly doesn’t matter when it comes to sales. As major retailers are finding, kids’ jewellery is a perfect complement to many areas of the store as fans of some of our leading licences can add to their collection. We are seeing an evolution in this category as jewellery does not stand alone but forms a part of

the complete accessories solution which combines hair accessories, key rings, bag charms, stickers, magnets and novelty deely boppers (visit the Icon Live website if you don’t know what these are). With our price points averaging from £2 to £6, kids’ jewellery and accessories is very rarely a planned or considered purchase as it’s almost always a sneaky addition to a parent’s shopping basket. Pester power does wonders at the till point and we consistently find that sales are always in excess of 100 per cent when displayed in FSDU and CDU promotional space, in comparison to fixed space.

Icon Live has an exciting few months ahead with a number of highly anticipated box office hits expected to lead to a soar in sales of licensed merchandise-already demonstrated by the likes of Frozen last year. This brand is still a key driver for girls but the recent release of Cinderella has also cemented girls’ obsession with princesses as it’s right on trend once again, especially with the arrival of Princess Charlotte. Not only are girls wishing they were princesses, but we have also seen the adult market fall in love with our Cinderella range, available from ASOS and Truffle Shuffle.

Both online retailers have seen stock sell out, as these SKUS have been popular with fashionforward teens and young girls and we see this as a market where we can expand further. Our dress-up range, from plastic jewellery to fake hair accessories, work in both the toy space and adjacent to licensed dress-up outfits offering further opportunity for retailers to increase their profits. Although overlooked in the past these low-value, highly popular products are consistently well received with consumers as they continue to bring the magic to life.

Warren Traeger is Icon Live’s licensing director. He can be contacted on 01444 240000.

Happy birthday BERG Peter Shaw, BERG’s UK sales manager, explains what’s in store for the ride-on and trampoline firm in 2015 as it celebrates its 30th anniversary 2015 IS set to be a bumper year in the UK for BERG, with a celebration or two thrown in during its 30th year. Promoting outdoor fun and healthy lifestyle, the company has a brand new exciting range of products. You are sure to have seen a BERG go-kart or trampoline around the UK, as they are the product of choice at many theme parks and leisure facilities. BERG products are also sold in many stockists throughout the UK, including toy shops that recognise the need for small quality ride-ons. The secret to BERG’S longevity, apart from offering a quality

product range, is market knowledge gained by having experienced dedicated sales managers for each country. The potential for growth in the UK is huge, both in retail and the leisure markets. I joined BERG a year ago and here in the UK, we are replicating successful BERG business models as in other countries, by focusing on establishing and supporting stockists and encouraging them to be proactive in their local area. It is clear that educating retailers and providing them with continued support is actually more important than the initial sell in.

There are more than enough potential consumers in the UK for BERG products, it’s all about awareness and putting the product in front of people. The most

proactive retailers are very successful, and it’s fun too. From pedaling go-karts around town centres, arranging charity events or setting up inflatable tracks at county fairs, so much

can be done. The sales managers are there to help and are happy to give retailers a host of ideas. Online and technical support is also vital. Both consumers and retailers want to have immediate access to information and first class customer service. BERG delivers this and offers a wealth of support services, from online ordering, online stock information, direct dispatch service, assembly videos and much more. To celebrate 30 years, BERG is supporting retailers by supplying a free Buzzy go kart if you open a new account in July and place a carriage paid order, quoting ‘ToyNews30Years’.

Peter Shaw is the UK sales manager at BERG. He can be contacted on 07408845154 or pshaw@bergtoys.com.

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June 15

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07/05/2015 11:48

BACK TO SCHOOL

Class acts

Right, quiet at the back, spit out that gum and hand me that note. Yes, Billy Langsworthy is donning his old green school jumper and heading back to the classroom to discover how toys can help boost children’s school performance as we open the doors of the ToyNews Toy Academy DEPENDING ON your age, thinking back to your school days may conjure up images of now-defunct chalkboards, desks laden with ‘Tony 4 Sue’ above and a sea of chewed gum below, Pogs being swapped in the playground and, if you’re of a certain age, getting acquainted with the teacher’s cane. And while playground crazes remain the stuff of dreams for retailers and manufacturers alike (and a nightmare for teachers across the land), more and more toy companies are launching products designed at helping kids achieve their best at school. So for this Back to School special, we’ve squeezed back into our uniform and created a special toy timetable, looking at how the industry is offering children a range of lines designed to boost their performance in different lessons. Thames & Kosmos has dedicated itself to providing kits that boost children’s science skills in the UK, and the firm believes its range even helps youngsters down the line outside of the classroom when it comes to the world of work. “Educational science kits are an ideal gift to encourage a child’s progress and enthusiasm for science at school,” Joanna Drage, UK director at Thames & Kosmos, tells ToyNews. “We need to encourage children, by providing gender neutral, fun science toys that will not only educate in this field, but also re-inforce understanding of a subject at school. “It’s equally important to then show children that this new-found knowledge, gained whilst having www.toynews-online.biz

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fun, has an important application in the real world of employment. But it’s not just confined to education. Toy firms like Posh Paws are ensuring kids head back to school with a bag boasting their favourite brands and characters. It may come as no surprise to find out what small yellow creatures the firm believes will be flooding schools up and down the UK this year. “It is without a doubt that after seeing the Minions

movie, kids will certainly want to go back to school with Minions merchandise,” says Lauren Hayward, Posh Paws brand manager. “The great thing about Minions and the success of the brand is truly down to its widespread appeal, and with this in mind we’ve developed a huge range of backpacks in a variety of styles and sizes to suit all ages. “The timing of the movie could not be more perfect for the back to school

season. Out in cinemas from June 26th, retailers can truly capitalise on this by presenting the range from movie launch in June and throughout July and August, in the lead up to school starting in September.” So, get your uniform on, spit out that gum, and turn over the page to discover what toys can do to help kids perform across the likes of English, Maths, Science, Geography and IT. June 17

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IT (with Ms Mcleod)

ENGLISH (with Ms Moore)

Hayley Mcleod, UK Retail Sales Manager, Cartamundi

Jo Moore, Educational Product Development Co-ordinator, Learning Resources

What educational benefit does the Shuffle range offer children? It’s both fun and intellectually challenging. Depending on the game you choose, you could be finding or collecting items, answering general knowledge questions, spelling words, buying and selling property or even uncovering a crime. And all are based on famous brands like Monopoly, Trivial Pursuit and Boggle. Equally important, however, is the fact that the Shuffle range extends from pre-school favourites to family and young adult games. Card games are always great for interaction and socialising, and you can take them pretty much everywhere. And there’s an app with every game, which is something to look forward to at home time when you can use your smart phone. How important is it that the lines offer this help to kids at school? Both Shuffle and our regular decks of cards, whether traditional, stylised or themed are first and foremost about fun, but will always have a role to play in enhancing problem-solving and social skills.

B R E A K

Should the industry take a greater role in helping children improve their performance at school? Yes, so long as there’s something to enjoy in the games as well. If toys and games are simply an extension of school lessons they are in danger of being seen as a chore.

How important is boosting children’s English skills to Learning Resources? We are proud to create engaging, awardwinning educational games and teaching resources to inspire a life-long love of learning and to support learning at home. In order to boost children’s skills we provide resources with an educational focus including an extensive range of literacy products that help to develop skills from phonics to reading comprehension. How can your products help children to improve their performance at school? We provide hands-on products that build a concrete foundation of skills that will improve performance at school through exploration, imagination and fun. We cover an array of core subject areas for children aged two to 12 years with specific products designed to involve parents in their child’s discovery of learning. An example of a product that children can use at home to build a foundation of reading and writing skills is the Hot Dots Let’s Learn! Phonics all-in-one set.

MATHS (with Ms Lazarus)

SPORTS (with Ms Pickavance)

Rebecca Lazarus, Senior Brand Manager, VTech

Ying Pickavance, Senior Category and Brand Manager, Hy-Pro

What does the VTech portfolio offer children at school? The InnoTab Max (£99.99) is the first high-tech tablet from VTech to feature an Android operation system, giving it the performance of an adult device, but specifically designed for kids to have fun while learning. Meanwhile, through VTech’s Learning Lodge, kids can access a number of different games featuring their favourite licensed characters, music tracks, e-books and educational apps, making it a vital learning tool. How does the InnoTab Max help kids with maths? The InnoTab Max offers a variety of entertaining, curriculum supported educational games, promoting reading, science, creativity and maths. The maths software available on the InnoTab Max will assist children in their learning by using favourite characters to present maths topics such as logic and problem solving, numbers and counting, shapes and patterns in an easy to understand and fun way.

GEOGRAPHY (with Mr. Byrne)

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B R E A K

How important is the idea of getting kids active to Hy-Pro? Zinc’s main focus is to keep kids active and playing outside. It is a great form of exercise which kids need to support their physical development and co-ordination. Our Zinc Volt electric scooter range is perfect for this. There are so many benefits that kids gain from playing outside, children are the future and they all deserve a fun childhood playing outside. How can your range help kids get the best out of school? Our Zinc ranges offer a variety of wheeled toys, for instance the Zinc Flyte Case Scooter which allows a child to fit their books, PE kits and packed lunch in one case as they travel to and from school. This is just one example of how our products can make that journey to school more exciting.

MATHS (with Ms Lazarus)

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8TH JUNE - 12TH JUNE 2015 11.25

12.25 DOUBLE PERIOD

The self-checking Hot Dots system allows children to select an answer against the multiple choice questions with the Talking Pen. Three books are included that promote phonic areas such as letter sounds, first words and vowel sounds, each complete with 64 activities to encourage independent learning reinforcement. This set is designed in line with the government Letter and Sounds guidance. How important is the toy market’s role in helping kids achieve their very best at school? The importance of educational toys to a child’s progression is vital as it allows children to work at home or in the classroom to build core skills, whilst having fun and capturing their natural inquisitiveness. A lifetime of learning begins with play.

13.25 SCIENCE (with Ms Drage) Joanna Drage, UK Director, Thames & Kosmos

L U N C H

How important is boosting children’s science skills to Thames & Kosmos? We are passionate about boosting children’s science skills in the UK. It’s essential to encourage children to enjoy science both at home and at school, and for the children to then understand the career opportunities this knowledge can bring. The government is investing heavily in science education and industry grants to try to accommodate the UK’s future science needs, and I think that parents are beginning to realise that a higher education in science is actually a stepping stone to a stable and prosperous career.

GEOGRAPHY (with Mr. Byrne)

Kristina Holden, Operations Director, Kidicraft

Sean Byrne, MD, Wild Card Games

How does the Kidicraft portfolio help children develop skills in art? Quite a number of the Primo products have been reviewed by The Good Toy Guide and have been recognised for promoting creative, independent play, the use of the tripod grasp needed when using a pencil, fine motor skills and hand-eye coordination in products such as the Paint By Number set.

How does your range help kids with geography? The key thing about a lot of our geography games is that you don’t need to be an expert in the subject to play them. Maponimoes is like dominoes but with maps, all the info you need is written on the cards, you just have to create the map out of the separate cards.

DOUBLE PERIOD

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DOUBLE PERIOD kits with higher age recommendations are understandably more complex. Our development for 2016 focuses on developing fun kits on the new topics introduced into the science curriculum in September. How important is the toy market’s role in helping kids achieve their very best at school? We need to encourage children, by providing gender neutral, fun science toys that will not only educate in this field, but also re-inforce understanding of a subject at school.

How can Thames & Kosmos products help kids improve their performance? All of our science kits are designed to improve children’s performance at school, but I think the Electronics kits are particularly useful in this field. All T&K manuals are written in a fun way, but with loads of educational facts hidden within, and the bigger

ART (with Ms Holden)

How doe the Kidicraft range help kids get the most out of school? The Primo range covers everything from finger paints to professional and hobby lines, and as such is great for nurseries and pre-schools right through to art students at college and university. We have school boxes of pencils, crayons and fibre pens which are perfect for large groups of children or adults.

14.25 - 15.25

L U N C H

How does the Wild Card Game geography range help kids get the best out of school? The games are for age 12 and up, but we hear a lot of stories of parents using them to help younger kids learn more about the core curriculum subject.

ENGLISH (with Ms Moore)

HISTORY (with Ms Bradshaw) Natasha Bradshaw, Sales Executive, Green Board Games How does the Brainbox collection help with history? Kids are learning and playing at the same time. They are memorising the facts on the cards and given information in bitesized chunks. Lines like British History are really useful for getting the best out of history, as well as testing cognitive abilities. How does the range help kids get the best out of school? The whole range is tailored to fit around the national school curriculum. We also have two sides to the Green Board Game Company: one educational and one retail and we are always looking at more ways of targeting parents and teachers. DOUBLE PERIOD

June 19

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14/05/2015 10:10

TOYS ON YOUTUBE

Tube strike

From the toy unboxing phenomenon to viral video content, the power of digital marketing has never been stronger in this industry. Robert Hutchins looks at the surging popularity of toys on sites like YouTube

LAST MONTH, after filming her husband and grandson playing a game of Pie Face, Sharon Boswell was told by Facebook users that she had ‘gone viral.’ Instead of filing for defamation, she celebrated as she watched her video of Rocket Games’ messy party title reach 37,463,466 online views. The game soon sold out at retailers worldwide, and just like that, YouTube had helped to create another overnight sensation.

Last year saw a shift in gear for one of YouTube’s more obscure sensations as the US channel FunToyzCollector celebrated a whopping 477.5 million views (OpenSlate, March 2014) for a growing phenomenon known as ‘toy unboxing’. At its most basic, the FunToyzCollector channel is footage of a pair of hands opening blind bagged or packaged toys, while a woman’s voice talks excitedly about the

It’s been predicted for years, but the great rebalancing from TV to digital in the kids’ market is happening now. Dylan Collins, CEO, SuperAwesome

But the cream-laden party game isn’t the first children’s product to rocket to fame via platforms like YouTube and Facebook. Toys have long been among some of the most popular topics to pique the interest of the online viewing public. Of course, when – according to the latest results from kids’ marketing firm, SuperAwesome – 90 per cent of children use YouTube to access online video content, it hardly seems surprising. www.toynews-online.biz

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contents. It seems simple, and yet the channel pulls in millions of young viewers each month. “The rise of unboxing has created a massive following for certain YouTube channels, some of the views are staggering,” explains Jerry Healy, marketing director at Character Options. With these unboxing videos pulling in millions of transfixed kids, marketers are recognising a blossoming synergy

between YouTube and its toy-related content. As part of the team to bring Character Options’ new launch, Yummy Nummies to YouTube, Healy believes that the platform “represents a good opportunity to present product to the consumer in a longer and more informative way.” And when Dylan Collins, CEO of SuperAwesome suggests that “TV viewing among kids is in decline of around 20 per cent yearon-year,” many recognise that a digital offering is racing to fill that gap. Elsewhere, the rise of YouTube celebrities has opened new avenues to toy firms entirely, and Jazwares is now preparing to launch a collection of action figures inspired by some of the most watched YouTube personalities. Called YouTube Heroes, the line-up will launch with five celebrities, including CaptainSparklez (A.K.A. Jordan Maron), the 23 year old behind a channel with over one billion views. But how can toy firms tap into a share of these viewing figures? “To be successful on YouTube, it is important to think like a consumer,”

explains Katy Fletcher, brand manager of outdoor at Re:Creation. “Consumers do not make a beeline for YouTube to be advertised to, so tapping into a sense of humour or something that affects real people is most effective.” Humour was key to helping Razor’s Crazy Cart Ken Box videos clock up over four million views on YouTube. Meanwhile, Fletcher suggests that is the consumer’s demand for 24/7 access to information that now makes unboxing the ultimate marketing tool. “Studies into the subject find that 70 per cent of consumers check online reviews before purchase,” she continues. “An unboxing is the ultimate review, not only seeing the product, but identifying with the personality behind it.” However, making use of the platform does not

come without warning, one that SuperAwesome’s Collins is quick to note. “A lot of brands don’t realise that YouTube is an over 13s platform and linking campaigns for the under 13s market is not permitted,” he says. “The last thing a brand wants to do is be seen beside an ad for something inappropriate, and that’s the risk with YouTube. “One of the reasons YouTube Kids was launched was to provide a specific kids platform for safe video content. So by far the most effective approach is actually creating pre-roll video creative which taps into this unboxing trend, and using the reach of that across multiple platforms to get kids engaged. “After all, although it’s been predicted for years, the great rebalancing from TV to digital in the kids’ market is happening now.”

June 21

19/05/2015 16:03

GIRLS’ PLAY PATTERNS

Gone ‘girl’? While Avengers fans have been asking ‘Where are all the Black Widow toys?’, news of female Transformers toys and DC Super Hero Girls action figures suggest the lines that define the traditional ‘girls’ market’ are beginning to blur. Billy Langsworthy takes a look at how new ground is being broken in this space

THINK OF THE girl’s market and traditionally, sectors like dolls, dress-up and roleplay spring to mind. It’s been the home of toy titans like Barbie, Baby Born and My Little Pony as well as being key to how some retailers lay out their stores and how some manufacturers advertise ranges. But the lines that define the ‘girl’s market’ are beginning to blur dramatically thanks to shifting play patterns and toy lines prepared to shake up the norm and stray from tradition. Both Hasbro and Mattel have serious plans to cater to the girl’s market via action figures, a category traditionally seen as ‘for boys’. Hasbro is set to debut a toy line featuring an all-female cast of Transformers later this year; the result of a fan poll. 22 June

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“Our female fans have demanded to be part of the story,” says Sarah Carroll, Hasbro’s senior brand manager for Transformers. “To have them be represented as well is only natural.” Elsewhere, Mattel has teamed with DC Comics for a new line of DC Super Hero Girls action figures and fashion dolls. The range, set to launch in 2016, will centre on the teenage years of iconic DC characters like Wonder Woman, Supergirl and Batgirl. “Our research told us that girls want to be part of the action and not on the sideline,” Wendy Hill, brand activation director at Mattel UK tells ToyNews. “As master toy licensee, we will create a line of characters for the action figure category, an area of the industry

that has been primarily developed with boys in mind, and fashion dolls featuring strong, athletic bodies that stand on their own in heroic poses.” Elsewhere, The Good Toy Guide’s Amanda Gummer believes these new lines signal a shift in attitudes towards toys and gender. “There’s a big push to remove gender stereotypes in play and parents are increasingly looking for toys that appeal to girls but also provide access to play patterns traditionally associated with boys’ play,” Gummer tells ToyNews. “It’s not clear whether the children or the parents are the driving force behind this. It will be really interesting to see how well the girls receive and play with the female Transformers.

“LEGO is an interesting case study for this. Historically LEGO was relatively unisex, but then it developed kits that made it much more of a boys’ toy. “The launch of LEGO Friends addresses this and appears to be popular, but I’d argue that the move towards being a boys toy was, for LEGO, artificial in the first place.” Matt Booker, owner of Automattic Comics and Toys, stocks a wide range of action figures spanning some of the biggest film and comic brands around. In recent years, he has seen more female consumers

embrace his offering. “I’ve noticed a large growth in customer base of women of all ages,” Booker tells ToyNews. “I’ve had a www.toynews-online.biz

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GIRLS’ PLAY PATTERNS six year old girl come in, and I said ‘do you want Frozen stuff?’ and she said ‘no, I want Batman figures and Star Wars stuff’. It’s growing.” As more and more action figures start bedding in to a new home in the girls’ space, the shift is also being reflected on the big screen. The biggest teen franchise of the last five years stars the arrowwielding Katniss Everdeen. The biggest animated movie of all time didn’t end with a princess being rescued by a prince, but with an act of true love between two sisters. After the macho exploits of The Expendables, we’re soon getting an all female version (titled Expendabelles) as well as all female takes on Ghostbusters and 21 Jump Street and female-led superhero movies incoming with Wonder Woman and Captain Marvel. But before Marvel debuts Captain Marvel, it has already introduced a powerful female in the form of Black Widow, one of the stars of Avengers: Age of Ultron. While she’s kicking ass on the big screen, her presence at retail has been somewhat meeker. High-end firms like Hot Toys have released Black Widow figures (for around $300 a pop no less) and she has appeared in LEGO form, but the assassin has been missing from most Avengers toy sets, something that hasn’t gone unnoticed by the Hulk himself, Mark Ruffalo, who took to Twitter saying ‘@Marvel we need more #BlackWidow merchandise for my daughters and nieces. Pretty please.’ It’s a criticism Disney has faced before with the Star Wars franchise, when #WeWantLeia started trending on Twitter. The studio soon announced incoming Leia merchandise, but only time will tell if the same will happen with Widow. But just as action figures are gaining ground on fashion dolls, this isn’t, and shoudn’t, be a case of replacing feminine led play, but is instead more about offering options alongside it. www.toynews-online.biz

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And over in the States, The One World Dolls Project has been shaking up the traditional doll market with a range catering to youngsters who previously couldn’t see themselves on toy shelves. Stacey McBride and her business partner Trent T. Daniel decided to launch her line of multi-cultural Prettie Girls fashion dolls following the success she experienced at Mattel having created the So In Style line of African American Barbie dolls. “From the minority and multicultural communities, there was an overwhelming reaction,” Daniel tells ToyNews. “We are experiencing a complete social shift around the world where we’re seeing greater efforts of inclusion all across the board. We encompass diversity and the toy industry is starting to mould itself to what society wants, rather than what the manufacturers were providing.” Elsewhere, 3D printed doll firm Makie has introduced a line of dolls bearing birthmarks, scars, hearing aides and walking sticks. The range, a response to the #ToyLikeMe Facebook campaign for ‘greater diversity in the toybox’, will soon also welcome a wheelchair bound character. At the Women in the World summit in New York earlier this year, movie star Meryl Streep said: “We read all of literature, all of history; it’s really about boys, most of it. But I can feel more like Peter Pan than Tinker Bell or Wendy. I wanted to be Tom Sawyer, not Becky. And we’re so used to that act of empathising with the protagonist of a maledriven plot. That’s what we’ve done all our lives.” If a female Transformers team, DC Super Girls action figures or fashion dolls that offer a vision of beauty other than blue eyes and blonde hair promote inclusion and help more girls engage with figures they can fundamentally relate to, it’s proof of just another important role this industry plays in the wider scheme of things.

Mattel will be bringing out a line of DC Super Hero Girls action figures in 2016 (above), while over in the US, The One World Dolls Project is shaking up traditional doll offerings with its line of multicultural Prettie Girls (below)

June 23

19/05/2015 16:05

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A monthly guide dedicated to the biggest sector in toys

Partners circle Ruff-Ruff, Tweet and Dave New pre-school show from Collingwood & Co is one of top rated on CBeebies l Posh Paws to roll out toy line By Samantha Loveday TOP RATED animation house Collingwood & Co has another hit on its hands in the pre-school space, with its latest show Ruff-Ruff, Tweet and Dave making inroads in the competitive sector. The show first aired in the UK on CBeebies in April, with the idea for its creation based on the simple multiple choice work sheets that children get at nursery. The stories, main characters and their names were created as a result of workshops with preschoolers. Each show has a themed adventure story at its heart, with interactive multiple choice games and new lands to explore. The characters’ vehicles – the Spinagain, Bubblecopter and the Rollypods – are name-checked and used in every episode. “The answers to the questions are always the name of one of the characters,” Ruff-Ruff,

Tweet and Dave writer Tony Collingwood explained. “By having the children shout out the names, they are connecting with the characters all the time.” Rocket Licensing is on board to expand the show into consumer products, with Posh Paws already signed for plush, talking

plush and beanies. An exclusive retail launch is planned for autumn. In addition, Immediate Media has licensed RuffRuff, Tweet and Dave to appear in its multi-character magazines, CBeebies Weekly and ToyBox. Early TV ratings have been positive – both

on-screen and on iPlayer – beating a number of its key pre-school competitors. For example, in April, Ruff-Ruff, Tweet and Dave had three transmissions in the top ten on CBeebies by kids share (%). Rob Wijeratna, joint MD of Rocket Licensing, added: “The show has

performed well for all target demographics. Interestingly, mums are also engaging with it and staying to watch with their children, while we are finding that it is pretty much a gender neutral property.” Rocket Licensing: 020 7207 6236

Globber Scooters enjoys successful UK debut “Our official unveiling at Spring Fair 2015 and the Harrogate Nursery Toy Fair came as a breathe of fresh air to many retailers,” says firm By Billy Langsworthy SINCE ENTERING the UK market late last year, Globber Scooters has enjoyed “phenomenal” early demand. Globber, distributed by Greenover Sports, boasts several three wheeled www.toynews-online.biz

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scooters, 4-in-1 scooters, as well as some models that transform into balance bikes. “Globber Scooters entered the three wheeled scooter market in the UK just before Christmas last year,” Chris Beardsmore, UK marketing manager at

Greenover Sports, told ToyNews. “Revolutionary in design and competitively priced, the products have been welcomed into the market with open arms. “Our official unveiling at Spring Fair 2015 and the Harrogate Nursery Toy Fair

came as a breathe of fresh air to many retailers. “Early demand has been phenomenal, it is certainly making tracks in this three wheeled category and is set to be this year’s hot product.” Greenover Sports: 01803 558885 June 31

19/05/2015 16:12

NEWS

Comment The benefits of FSDUs John McDonnell, managing director at Galt Toys, explains how a great free standing display unit can increase sales and boost in-store presence for pre-school lines. A FREE standing display unit (FSDU) should be a part of every marketer’s armoury. It’s enabled Galt to present complete ranges of products instore with authority. We have recently created FSDUs for three specific ranges – Ambi Toys, Galt’s Activity Packs and Marble Fun. Plus one with a changeable header for all Galt’s first years products and the Dr Miriam @ Galt range. Although it is early days we have already noticed an increase in sales and store presence and we expect the uptake to get greater nearer Christmas, not only from consumers but also retailers. Quite often a brand’s toy range is separated in-store amongst other competitors by age range, functionality and sometimes price, causing the consumer to feel overwhelmed by choice. A FSDU creates shelfstandout highlighting a whole range, maximising brand impact at the point of purchase and helping to influence consumer purchasing patterns. We felt it was particularly important for Ambi Toys to be positioned separately from rival competitors. The first year’s market space is highly competitive, especially for plastic toys, so we wanted to differentiate ourselves to drive awareness and product visibility. Statistics show that 74 per cent of purchase decisions are made at the point of purchase (i.e. in-store), with customers

spending an average of ten seconds on a product category before approaching the shelf, and up to 20 seconds on making their final decision – so it’s vitally important to standout in-store. FSDUs are extremely versatile. They can be placed anywhere on the shop floor, most commonly at the end of aisles or near to the tills. This is what makes them so appealing because consumers are more likely to buy a product that catches their eye than something that is in the middle of a busy shelf. FSDUs are a cost effective way of displaying products and certainly an easy solution that allows you to save money on in-store advertising. Plus the easier you make it for retailers to exhibit your products, the quicker they’ll be on display.

John McDonnell is managing director at Galt Toys. Galt can be contacted on 0161 428 9111. 32 June

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2015 already a “hit year” for Green Owl Toys Firm has enjoyed a strong year of growth as consumers look to favour traditional wooden lines over tech-based play By Robert Hutchins GREEN OWL Toys has already declared 2015 “a hit year”, owing to the rise in popularity of traditional wooden toys. Based on the reactions from consumers and retailers alike, the firm is citing 2015 as a strong year of growth with the second half of the year looking to equal or even better the firm’s success so far. A specialist in traditional, pre-school toys, Green Owl Toys boasts a portfolio of over 500 wooden lines, from Bajo to ranges inspired by hit children’s property, The Gruffalo. “Wooden traditional toys have definitely seen a growth in popularity as consumers are looking for the play factor away from technology,” Izabela Hailey, director of Green Owl Toys told ToyNews.

“And for Green Owl Toys, 2015 is brimming with fresh accounts and good performers. With all the new toys that we introduced to our portfolio in February this year, we could not have asked for a better take off.” February saw the company launch new lines across its City Building Blocks, Pony Keepsake and Gruffalo ranges. Hailey is now keen to see what the second half of the year has in store for the team. She added: “The whole Gruffalo brand is much loved both by many independents and the larger stores. “Based on the reaction and the number of orders and proposals we have already

received, 2015 is already a hit and the second half is looking just as strong. “Wooden toys are being sought after for their durability, and Green Owl Toys are the ones kids will keep forever.” Green Owl Toys: 020 8851 9904

Pigs In Pants now a top ten seller Orchard Toys’ matching and memory game is fast becoming a firm favourite within the pre-school company’s portfolio By Billy Langsworthy ORCHARD TOYS has seen its Pigs In Pants game “flying out of the door” of its UK manufacturing base. The firm reports that the matching and memory

game has become a top ten seller within a year. ‘Children can’t help but laugh hysterically when calling ‘I’m going to pinch your pants!, or ‘I’m going to nick your knickers!’ when playing the game’ said Orchard Toys.

Several retailers have commented that while Orchard Toys products are always great sellers, Pigs In Pants is becoming a firm favourite. “As a business we were very conscious of the launch of Pigs in Pants, which somewhat pushes the boundaries of children’s cheeky humour,” marketing manager Ali Brown told ToyNews. “However we are delighted that it has been received so positively, making it a clear top ten contender in the range.” Pigs In Pants helps children develop personal and social skills, while enhancing their observational skills. Orchard Toys: 01953 423422 www.toynews-online.biz

19/05/2015 16:52

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14/05/2015 10:05

Retail Only

News Data Opinion

Dedicated monthly retail coverage

UK indies place faith in Tory story Confidence remains high among independent retailers and Toymaster members this year, as the UK High Street anticipates five more years of growth and a chance for the UK to “continue along the fiscal path it is already on” By Robert Hutchins THE UK’s independent toy retailers appear confident that last month’s election result will provide stability and continued positive growth for the country’s small businesses. Talking to a number of retailers at this year’s Toymaster show in Harrogate, confidence among indies is high, with some citing the re-election of the Conservative government as a chance for the UK to “continue along the fiscal path it is already on.” On the High Street, independent toy retail chain Toy Galaxy is seeing a growing positive attitude in consumers and its owner believes that any major change in government after the election would most likely have had the opposite effect. “How the market has been in the past three to four years, with positive growth for retailers, is in my opinion a good thing,” said Bhav Patel, owner of Toy Galaxy. “I was supportive of seeing the Conservative government continuing because we are seeing growth and the attitude of the consumer and the retailer is positive.” Meanwhile, with the Conservatives holding the majority of seats in

Parliament, it is with relief that many retailers now bid farewell to the ‘uncertainty and ineffectual control’ of the hung parliament of the last five years. Dr. Wendy Hamilton, owner of both Grasshopper Toys and Curious Minds in Helensburgh, said she was “outwardly relieved” with the result. “Small businesses need stability, and the re-election of the Conservative government with a small majority, gives them time to continue along the fiscal path the country is already on,” she told ToyNews. “We also need a government that is probusiness and commerce. “Whether folk like it or not, the health of our country depends

RETAIL ADVISORY BOARD

Stuart Grant, The Entertainer

Fiona Murray-Young, Toys R Us

www.toynews-online.biz

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Linzi Walker, Argos

on the revenues that small businesses like us independents generate and the jobs we create.” From Scotland – where it was the Scottish Nationalist Party that thundered to a resounding victory – to Harrogate, the home of the annual Toymaster buying group’s show, Hamilton’s sentiments are echoed by retailers and suppliers alike. “The post election feeling among our members has been very good,” said Ian Edmunds, managing director of the Toymaster group. “The uncertainty has gone away and people know what they are going to get. “If it had been another coalition and protracted discussion, it would have been a real negative.”

Even amid the concerns over the UK’s future within the EU, early response from suppliers like John Adams is that post-election worries are down, and orders taken at the yearly gathering are up. “The way the market is reacting, you have to think things are going to be okay,” said Bruno Gallone, sales director at John Adams. “We haven’t found any post-election worry in the orders, so there is obviously confidence out there.” North of Hadrian’s Wall, the clean sweep of the SNP hasn’t dampened the spirits of a positive Helen Gourley, owner of ToyHub, who has taken note of a strong sense of upbeat community among the independents at this year’s Toymaster show.

“This year’s show has seen a lot more chatter and sharing among members – personally I think it’s because we’re not as obsessed with Frozen,” Gourley explained. “There is a definite positive air about the show, and for the first time ever we all got together in a room just to chew the fat. “In terms of the election, it will be an interesting five years in Scotland. Traditionally, the Tories have always helped businesses, but Nicola Sturgeon has made no secret of the fact that she will be a thorn in Cameron’s side.” But not all are optimistic for the UK’s future under Conservative leadership, and Amanda Alexander, owner of Giddy Goat Toys laments a missed opportunity for reduced business rates and a review of the Corporation Tax for small businesses offered by Labour. “I don’t see that the Conservatives have done anything to support me as a small business,” the Manchester-based retailer told ToyNews. “I shouldn’t think trade will be affected though, but personally, I am gutted. The poorest members of society are not going to find their circumstances improved, while the wealthy will be sitting pretty.”

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

Brian Simpson, Toytown

Clare Barton, Sainsbury’s

Neil Mitchell, Shop Direct

Annalise Quest, Harrods

Steph Strike, Asda

Ben Redhead, Firebox

Alphonse Madamombe, Maplin

Helen Gourley, Toy Hub

Miles Penhallow, Play-Room

Karla Mitchell, XBite

June 35

19/05/2015 16:15

INDEPENDENT SURVEY

‘Summer trading is only good for retailers who sell outdoor toys’

FOR

This month we have a first as ToyShop UK has found its listers are all in agreement when it comes to the above statement. Below they reveal why summer isn’t just for the outdoor specialists

Cards & Crazes, Pete Jackson “As a wholesaler that is not presently selling outdoor toys, we obviously do see a dip in toy sales during the summer months, especially during the school holiday period. We are in a very fortunate position in that since we started trading last year, we have seen a month on month growth of both revenue and profit. Long may that continue. No matter if you are a wholesaler or a retailer, you can make the decision to stock ‘all year round toys’ like ourselves, in which case, you will see that dip during the summer months that is definitely off-set during the Christmas months. Or, you can choose to focus on the summer/outdoor toy market, in which case, the quieter months of the year do last a lot longer. I mean, you don’t sell many paddling pools in November. Luckily for us and for those retailers not selling outdoor toys, collectable toys and trading cards such as Magic: The Gathering and Yu-Gi-Oh don’t just die off during the summer, even if they do become slightly quieter due to families spending more time on holiday and outdoors.”

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Hal Whittaker, Stuart Andrew “Anything seasonal that you specialise in is bound to have a bearing on your turnover, so good summer weather and outdoor toys go hand in hand. However, if you look at last year, outdoor toys were dwarfed by Loom Band sales. If you ask me which had a greater influence on my summer trading last year, it was Loom Bands, and the summer weather was pretty good as well.”

Dave’s Classic Toys, David Grounsell “In the summer, there are still rainy days. People are around and looking for something to do. Make your shop window inviting, entice them in and sell them something to play with in the comfort of their home.” www.toynews-online.biz

19/05/2015 16:17

Silly Billy’s Toy Shop, Robert Williams “Silly Billy’s Toy Shop is located many miles from the seaside and really, the only local outdoor activity area for children is Calder Holmes Park. We don’t sell a huge range of outdoor toys, but our range does obviously increase in the summer months when we stock a wider range of Flying Toys from www.flyingtoys.com, our chosen outdoor toy supplier. Footballs, tennis balls and flying discs tend to sell all through the year and we always have these in stock. Many dog owners buy tennis balls and larger balls for playing with their canine companions. In the summer, our turnover increases but this is primarily due to an influx of visitors to our local town, Hebden Bridge, and the fact that children are on holiday from school, resulting in greater footfall. We, therefore, consider that the greater influencer on summer trading and sales is tourist trade and children on holidays both locally and from further afield. These factors result in an increase in sales across the board and not purely for outdoor toys.”

Toy Shop UK is a consumerled, 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. Popular weekly giveaways, the esteemed Independent Toy Awards and special

www.toynews-online.biz

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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

AGAINST

INDEPENDENT SURVEY

Jollys, Charlotte Croser “Summer trading is about more than just selling outdoor toys. There is a big demand from our customers for travel games and activities to take on holiday. We have noticed a growing number of grandparents coming in to stock up on board games and puzzles before the school holidays start as many like to find new things to do with their grandchildren, who they may well be taking care of for large portions of the holidays. Outdoor toys aren’t necessarily what they are after. They want something that can engage them or an activity that uses up less energy. Also, birthday parties don’t stop in the summer, so our staple business continues and people will buy nonoutdoor toys alongside outdoor toys. There’s no doubt about it, when school’s out our local customers like to visit their neighbourhood toy shop and spend some pocket money, so we see a lot more children in the summer than at other times of the year. They buy what they fancy indoor or outdoor, they buy what they want.”

It’s Toy Time, James Marshman “Summer time is normally a good time for us. Once the children are on school holidays sales tend to rise on imaginative toys that kids can play with in any weather. Outdoor toys can sometimes be limited to the weather and are not always the first option for kids or parents. We don’t stock a huge range of outdoor toys and feel we wouldn’t be any better off if we started stocking more outdoor toys just for the summer.”

June 37

19/05/2015 16:17

INDIE RETAILER FOCUS

Austins

Debbie Maloney has been working at Austins department store in Newton Abbot for 36 years. Heading up buying for toys, she talks Robert Hutchins through some of the store’s best sellers in 2015

Tell us about your store. Austins started trading on March 1st, 1924, staffed by the owners and only three assistants with just a corrugated roof cover. The venture grew rapidly over the years, and by 1970, the shop’s selling area had doubled and the Pine Room Restaurant was built. In 1996, our Toy Store opened on Wolborough Street, followed by our Carpet Store and Craft Store and by 1999, Austins had opened a dedicated Furniture Store opposite. The Globe building now houses Cookshop, Linens and Soft Furnishings and is now the Homewares Store. How important is the toy sector to you guys? The Toy Store building is very important for Austins’ 38 June

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future as it provides ten per cent of the company’s turnover. The Toy Store is one of the largest independent toy stores in the South West, which is a fact that we are incredibly proud of. What about your background, how did you get into toy retail? I have been with Austins for 36 years now. I actually started in the toy department and have progressed to the position of senior manager for the store, buying for the toy department, furniture and assisting with accessories, but my passion is the toy department. What kind of toys do you sell and what’s selling well for you now?

Austins is a traditional department store with a separate toy store. The toy department stocks and sells a wide range of toys, including pre-school, girls and boys action figures and character toys along with craft kits, puzzles, games and construction toys. Our number one selling brand at the moment is LEGO, which is popular with both boys and girls. What do you look for in a product? Trends are important, as is the quality and play value of the toys. TV advertising is vital for consumer awareness, or rather, their offspring awareness. How has the toy business been for Austins recently? 2014 was a difficult period

for Austins Toy Store as a complete building operation was carried out. The overhaul meant that walls had to come down, and new flooring and lighting put in place. With the final completion in December, we were just in time for peak trading and managed a sales increase of two per cent on the year. For 2015, expectations are high, with an enlarged area of approximately 5,700 square foot of trading space. Individuality is our strength with a lowest price guarantee and really friendly, helpful staff. How do you engage with your local community? We engage with our customers and community

by holding in-store events and competitions throughout the year. We make sure to promote these events using our social media platforms, as well as sending emails so customers are connected and involved with our toy events. What will be the big sellers of 2015? Our major success this year to date is The LEGO Movie, and with the extra space we are pretty confident of an acceptable increase. Standout toys for us at the beginning of 2015 have been Disney Palace Pets, Big Hero 6, Shopkins and LEGO. Later on in the year we expect Star Wars and Thunderbirds toys to be incredibly popular with our customers. www.toynews-online.biz

15/05/2015 11:56

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19/05/2015 14:50

GOOD TOY GUIDE

SEN solutions

IN ASSOCIATION WITH

This month, we turn the spotlight on the SEN toy category, and ask Dr. Amanda Gummer how the sector can help shape play and enhance retailers’ offerings

Got a question for Dr. Amanda Gummer, then drop us a line at rhutchins@nbmedia.com

THE TEAM at the Good Toy Guide has been answering our questions for a number of years, now. So recent months have seen us hand the microphone to the audience and put your questions to the industry’s resident doctor. However, with a growing focus on SEN toys, we couldn’t miss the chance to ask The Good Toy Guide’s and Fundamentally Children’s Dr. Amanda Gummer about the impact of the category on child’s play and its growing place at retail. How can SEN toys aid play and how important are they at High Street retail? Play is a great leveler. A child in a wheelchair, playing a board game around the table with his friends is, for that time, just another child playing with their mates, chatting, laughing and developing key social skills. They are not made to feel different or special, just included in the game the same way as anyone else. Of course, not all children will be able to access all games or activities, but there are a huge number of children with additional needs (neurological or

physical) and making toys that promote inclusive play is not just good for the children who can engage with it, it’s good for business.

Small tweaks to the design of a toy or game can have a big impact on the accessibility of the game. Simple things such

It’s great to see shops supporting children and families with special needs. One size does not fit all.

Amanda Gummer, Fundamentally Children In 2009, approximately 20 per cent of the school population was identified as having special educational needs. For children below the age of seven, the most common type of need was speech, language and communication difficulties.

as making the instructions visual can help a child with dyslexia understand how to play. Including different versions of a game to enable children of different abilities to engage with it. The increasing personalisation that is

possible with tech toys and apps provides a massive resource for parents of children with additional needs. There are many good apps that appeal to children on the autistic spectrum, as well as some that promote concentration skills and communication. We have seen examples of children who struggle with learning in a conventional classroom pick up a skill like reading with enthusiasm when it is presented via an app. Retailers are also becoming more aware of the need for and the value of tailoring their offering to children with different needs. Toys R Us has already

held an autism event, where stores dimmed their lights a little and kept the store calmer to help children with Asperger’s or autism enjoy the shopping experience. It’s great to see shops supporting children and families with special needs and recognising that one size does not fit all. For retailers looking to go the extra mile, they could become a resource for parents by training their staff on child development and special needs. This would help parents make informed choices about toys that help their children play and develop customer loyalty in the process.

CONTACT THE GOOD TOY GUIDE: Twitter: @fundamentalsUK l Facebook: FundamentallyChildren l Email: admin@goodtoyguide.com lwww.fundamentallychildren.com 40 June

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19/05/2015 17:24

SECTOR GUIDE: CREATIVE PLAY

Craft works A solid year-round performer, the creative play sector of the toy market caters for all skill levels, ages and price points. From big make-and-do names such as Crayola and Play-Doh, through to licensed versions of popular lines and complementary stationery products to further bolster sales, there’s something available to suit everyone. Samantha Loveday takes a look at some of the key offerings FLAIR Creative play is a key division for Flair and this autumn sees a new property called I-DO-3D that will potentially change the face of the creative market place. In addition, the company’s creative portfolio will continue to grow with even more inventive licensed and generic creative kits. I-DO-3D is a revolutionary stylus containing a unique patented compound in a range of colours which allows kids to transform 2D templates to 3D models using the four-second air-dry miracle formula. Top of the wish list will be the 3D Deluxe Activity studio (£39.99) which has eight different coloured 3D drawing styluses, 3D printing accessories and a spiral bound guide book with templates to make 40 unique projects. Other sets range in price points, starting with

the I-DO-3D starter sets with individual themes or single styluses in arrange of colours starting at £8.99. GP Flair is investing significantly in the launch of the new creative concept with TV advertising, digital campaigns, a key launch event plus in-store demonstrations. Also new for autumn is Strand Bands. These are stretchy, peel-apart multi-coloured fabric bands that can be woven into fashionable arm candy that girls will want to wear. TV promoted, the Strand Bands collection will include Bracelet Kits and a Designer Strand Styler for multiple projects, while a selection of multi-coloured band packs are available at pocket money prices. Disney’s Frozen features greatly in the growing Cool Create collection with Fun Tiles, Shaker Maker, Cool

Cardz and a Fairy Lights kit all being given the Frozen treatment to delight fans. 020 8643 0320

SPIN MASTER Kinetic Sand is the squeezable sand where you can really feel the fun, according to Spin Master. It is kinetic – meaning it sticks to itself and not to you. It flows through fingers like a slow-moving liquid, yet leaves them completely dry. Kinetic Sand never dries out so it can be used over and over again and is wheat, gluten and casein free. The range contains bright neon coloured sands and new gem and metallic tones, alongside natural sand. The Sandbox Playset comes with a plastic tray for contained play and storage, and underwater themed moulds for creating sandcastles and accessories. TV is running in spring and through 2015. www.toynews-online.biz

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Moving on, and threadless sewing machine Sew Cool Sewing Studio was a hit when it launched last year as it made it easy for first time sewers. Now Spin Master is making knitting easy with the Knits Cool Knitting Studio. The Post Knitting system lets kids create trendy knitted creations without the use of traditional knitting needles which beginners can often find hard to handle. Different project kits are available with different sized knitting posts for use with the studio. A creative PR and marketing campaign will support Sew and Knits Cool in the second half of the year. 01628 535000 June 43

15/05/2015 11:39

SECTOR GUIDE: CREATIVE PLAY CHARACTER OPTIONS Character Options will introduce a new world of tasty treats to the creative play sector this summer, while a hand pampering creative station and new additions to the shimmer and sparkle collection will be the desire of many a young fashionista. The new Yummy Nummies brand is a sweet (and savoury) selection not to be missed and follows a craze already taken off in the Far East. With Yummy Nummies, children can create tasty super tiny treats such as cookies, gummies, pizza and even burger and fries that both look and taste like the real thing. There are three collections to choose from – Bakery Treats, Candy Shop and Dinner Delights – each with their own range of food sensations to make at home. Two fun make-a-meal sets will also join the line-up, offering prolonged creative culinary fun and the promise of a burger and fries or spaghetti and meatballs at

the end, as well as a drink and serving accessories. Children will watch as sachets of powder turn into mini versions of their favourite foods with the addition of just water. Sets start at pocket money prices. Marketing will begin from June with a stand at the Good Food Show, while kids press and digital campaigns will drive the brand to the heart of the market. This autumn Character will also be introducing Easy Nails Nail Spa, a new and fun way for children to effortlessly paint their nails. The auto nail painter uses child-friendly polish to instantly add a perfect touch of glamour to fingertips each and every time. The Easy Nails Nail Spa will launch with substantial TV advertising, while key girls press will feature ‘how to’ advertorials for tween girls to be inspired by. With beads that stay with a simple spray of water,

Beados remains a favourite creative brand for girls. This autumn the Beados fun becomes altogether more sparkly with the Beados Gems collection which has multi-faceted transparent gems to discover. Top of the range will be the Easy Colour Gem Studio, which not only creates the decoration you find in traditional Beados sets, but can also be transformed into jewelled accessories such as bracelets, rings and necklaces, too. Meanwhile, Qixels are not beads, but cubes that fuse together with a spray of water, giving boys an edgy creative concept to get to grips with. Colourful micro cubes can be laid out and joined together to create a whole host of pixel style designs in various themes based around key boys concepts.

HASBRO Children are being invited to remix their creativity with the DohVinci Bendables Colour Mixer. Fill your own Deco Pop tubes with multiple colours to create bold 3D lines with rainbow effects. With the colourmixing machine, now any Deco Pop tube is refillable. Simply pop the plug out of an empty tube, twist the wheel to choose a colour, then press. Add as many colours as you’d like. The complete kit also includes three different colour Deco Pop tubes, an empty tube and a PopUp art project to keep and display. When you’ve created your own mix, pop the tube into the Styler, then aim, squeeze and design with swirls of colour. Meanwhile, DohVinci designs can enter all-new dimensions with the designand-display Spotlight Spin Studio. To get started, load a Deco Pop tube into the Styler and place a flat or 3D project on the motorised spinning platform. While designing, shine the stable white light onto your project 44 June

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The Shimmer and Sparkle collection – which houses the favourite Cra-Z-Knitz Design Station and Twist ‘n’ Wear Fashion Maker – will be extended with a whole range of new creative kits for 2015. Crystal Craze will allow kids to create a whole host of super sparkling accessories by using rows of crystal stickers to decorate items such as cuff bracelets, hairbands and clutch bags. New for autumn, the Cra-Z-Jewelz

Ultimate Gem Machine will allow fashion lovers to create a variety of dazzling gemstone jewellery including charm bracelets, Necklaces, Rings, Earrings and more with the easy to use gem applicator machine. The Shimmer Sparkle brand is now a leading name in the arts and crafts arena and will be supported by a multi-platform marketing including TV, girl’s press and even with its own YouTube channel. 0161 633 9800

RE:CREATION as you squeeze the Styler to create bold 3D lines, swirls, and anything else you can imagine. You can also spin by hand for a freestyle experience. When you’re ready to display your designs, choose from four colourful and flashing light styles to feature your masterpiece in a spectacular light show. With two vase projects, three flat projects, a Styler tool, and six Deco Pop tubes (including two Blendables colours), the studio comes with everything you need to turn arts and crafts time into a dazzling experience. Moving into the Play-Doh line, and you’re the boss at the Crazy Cuts barbershop, and it’s time to make the most colourfully creative hairstyles ever. A family of three character thimbles and six Play-Doh colours make for lots of fun options. Just sit your customer on the chair,

and then crank the handle to grow out silly hair. Your complete suite of accessory tools lets you shape those long locks into all kinds of unique styles. When it’s time for a haircut, cut it all off and start all over again. Get the whirly, twirly fun started with the Play-Doh Cake Carousel. Give your Play-Doh bakery creations a sweet ride on the crazy cupcake Ferris wheel, then stop at the bottom and squeeze a dollop of Play-Doh Plus frosting on top. Next, pop your pretend cupcakes under the sprinkle crank to shower them in colourful Play-Doh sprinkles. You can also create pretend cookies, imaginary animal crackers and make-believe candies. 020 8569 1234

Creative kids will love to get their hands on the new Make-a-Bar Chocolate Factory kits by Magic Choc. Including everything that children need to design and make their own chocolate bars in minutes, the kits provide a delicious outlet for kids’ imaginations whether to create bars to share at home or to create personalised gifts for friends and family. The launch line-up includes the Make-a-Bar Chocolate Factory Single Bar Pack and a special edition Minions Twin Bar Pack capitalising on the buzz around the movie. As well as vibrant new packaging and branding for added stand out on shelf, the Make-a-Bar Chocolate Factory range will benefit from heavyweight marketing support. A dedicated website at makeabar.co.uk will provide ideas and inspiration, howto demonstration videos and also

provide access to download the Make-a-Bar template maker app which enables children to unleash their creativity to design and print their own templates. Social media marketing will drive product awareness in the second half. PR activity will focus on gifting opportunities and partnerships with key kid and parent titles, while sampling and events will also provide consumers an opportunity to experience the simplicity of the product concept, as well as to try the chocolate included in the kits. 0118 973 6222

www.toynews-online.biz

15/05/2015 11:43

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Cozy Quilt

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SECTOR GUIDE: CREATIVE PLAY RAVENSBURGER Ravensburger’s MandalaDesigner range includes a 2-in-1 circular plastic stencil, which young artists rotate inside the sturdy frame to create an unlimited number of designs. Also included are ten sheets of paper, a felt tip pen and colouring pencils. Mandalas are circular designs and originate as a

ARTSTRAWS spiritual and ritual symbol in Hinduism and Buddhism, representing the Universe. Once you have created your mandala, you can colour it, cut it out and use it to decorate anything from placemats to photo frames, from book covers to greetings cards. There are six 2-in-1 Mandala-Designer products

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Arts and crafts are used by teachers in pre-school and primary classes to encourage learning right across the curriculum, so it’s not surprising that when the kids get home mums are asked ‘can we do some arts and crafts?’ That’s why many mums have a draw full of bits and pieces from Artstraws’ Creation Station range – they don’t have to worry about creativity because most packs contain an ideas and instructions leaflet to get them started. The range of over 60 lines of materials and kits is best merchandised on the five-sided spinner, but slatwall displays have proved to be equally successful. Artstraws can create a balanced, customised range for whatever space retailers have available. SRPs are all at pocket money prices and provide healthy margins. The range can be viewed at artstraws. com but it is not an

e-commerce site; Artstraws does not sell directly to your customers. 01792 796151

The Breyer line also includes some arts and crafts items. New for this year are three painting sets, including the Colourful Breeds Paint Kit, Watercolour Painting Kit and the Surprise Paint Kit. Moving into stationery, and DKL is distributing the Scentco Scented Stationery line. Smencils is one of the best selling collections, a selection of scented pencils in various themes, scents, colours and merchandising options. Themed lines include Halloween Smencils and Holiday Smencils featuring candy cane and gingerbread scents. There is also a line of Birthday Cake Smencils and Sports Smencils. Meanwhile, Black Ink Smens are available in a CDU of 25, while Glitter Gel Smens and Metallic Smens can be purchased in a CDU of 25 or a CDU of five packs. Finally, new to the Scentco range is a collection of licensed Disney Frozen stationery, with

wintery scents including Sugar Plum, Rock Candy, Gingerbread, Snow Cone and Cola. There is also a special Disney Frozen FSDU, along with a range of accessories such as Smencil Buddies pencil cases and Sketch & Sniff notebooks. 01604 678780

DKL

TRENDS UK Girls can sparkle their world with Glitza Glitter Tattoos from Trends UK. Add the glamorous glitter tattoos to skin for an instant cool body art look or apply to different surfaces to decorate nails, individualise clothes, personalise stationery and much more with glittery tattoo prints. The Glitza Glitter Tattoos are easy to use. Simply apply fast drying transfers and dust with glitter for perfect results every time. Suitable for ages six and up, the Glitza Glitter

available in the range, designed for young artists aged six and up, including character designs for Disney Frozen and Disney Princess. Junior Mandala-Designer is ideal for younger artists aged four and up. It includes Peppa Pig, Doc McStuffins and a ‘romantic’ design. The Mini MandalaDesigner range is the ideal travel companion, with five designs to choose from including Disney Frozen, Flower Power, Classic, Romantic and Horses. The hard plastic case measures 14 x 14cm and clips shut to keeps everything secure. The travel-case design makes Mini Mandala-Designer the ideal activity to take along anywhere, especially as the case acts as the frame in which the round mandala stencil rotates while you create your unique pattern. Each design includes ten sheets of paper, a felt tip pen and colouring pencils. 01869 363800

Tattoos have been fully tested and comply with cosmetics legislation, so girls can wear the tattoos with complete confidence. Glitza Glitter Tattoo sets are available from £9.99 to £19.99. Meanwhile, the new Color Me Mine Colour Change bags come with a colour change pen and at least three regular colour markers, enabling girls to style their bags with intricate designs in upwards of six different colours. The new Color Me Mine Colour Change range will include a selection of bags from £7.99 to £16.99. 01295 768078

The number one range of beads in the UK, Hama has a large range of bead craft sets and accessories in both generic themes and licences. Bestsellers include the Space set, which allows children to use Hama beads to create a fun crafty version of the solar system. The designs can then be hung from the display ring to make a space mobile. This year, Hama will be offering new special pick up lines with prices as low as £4. Available in Elephant, Mouse or Seahorse, the boxes contain 400 beads, one pegboard, instructions and ironing paper. New licensed sets include Disney Princess Palace Pets, Hello Kitty and Doc McStuffins in a variety of gift boxes and blister packs. Meanwhile, jewellery sets include bracelets, hair clip holder, charms and the new Jewellery Activity Box. There is also a Maxi collection aimed at children aged three and above, with sets including Maxi Food and the Large Blister Butterfly.

www.toynews-online.biz

15/05/2015 11:47

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SECTOR GUIDE: CREATIVE PLAY VIVID This year Crayola provides much loved proven classics with an all new innovation in washable ink formulation. Called Ultra Clean, it sets a new standard for ‘washability’ with colours now coming out in just a cold wash. Crayola’s Ultra-Clean Washable Markers range is even more washable from skin, clothing and painted walls than ever before. Crayola Supertips are ideal for those little details on art projects, schoolwork and more. They can make thick or thin lines and are designed to give smooth intense colour laydown, no squeaks or drags and the inks wash off skin and clothing.

Crayola Twistables are wax or pencil sticks with an added twist. Simply twist the end of the barrel and you’re ready to go with no need to sharpen. My First Crayola is to partner with Huggies PullUps in 2015 to provide an on-pack promotion with great additional value for mum. The My First Crayola range is all about engaging toddlers’ first creative experiences to help nurture essential early childhood development skills, which can lead to greater success later in life. Creating developmentally age appropriate tools, content and play patterns that enable every toddler

SKINNY SKETCHER Skinny Sketcher is a range of drawing kits for budding artists, devised by mum and architect, Gillian Logan, featuring a variety of topics to get children drawing. Aimed at ages seven and up, the self contained kit includes everything needed to produce fabulous freehand sketches. Each kit has simple step by step drawing instructions, tracing paper and a mechanical pencil. Skinny Sketcher teaches children how to structure a drawing by tracing easy to follow, simple steps. Even the most reluctant of drawers can trace and quickly gain in confidence with their new found skill. The collection includes: Architecture: famous lookalike buildings including The Gherkin, The

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to creatively express themselves to their fullest potential. Crayola’s new Creations product Thread Wrapper (£22.99) allows children to style and personalise their accessories. Choose from the included threads or colour your own with the rethreading unit. Feed whatever you want to wrap through the machine to add your own personal style. You can wrap headphones, bracelets, pens, necklaces, sunglasses and much more. Creating your own custom paint colours is fun, fast,

and easy with the Crayola Paint Maker (£19.99). Follow the mixing guide and add the mess free pigment strips to the base paint, load it into the unit and crank the fun DIY style paint mixer to shake it all up and create your desired colour of paint.

Sketch Wizard (£22.99) projects a ghosted image on paper, making it easy to draw. Simply place the object on the shelf. You can also draw from pictures, photos, tablet or even your friend/ objects across the room. 01483 449944

later in the year. These include the Snow Globe Maker, which provides fans with the chance to create two re-usable snow globes. There will also be the Snow Glowbz Light & Sparkle Globe Charms which comes complete with three mini re-usable snow globes and magical glowing light, and the Snow Glowbz Light & Sparkle Palace Studio which includes a sparkling snow globe ice palace, as well as mini snow globes. Aimed at girls aged six and above who love to be both creative and fashionable, Bangle Blitz facilitates the design and creation of bangles with fun and funky wraps. The simple but innovative set includes wooden bangle sticks, a unique bangle maker tool, lots of wrap designs and stickers to embellish and personalise the designs.

There are two options available: City Girl and Festival Girl. The company’s food craft range is also growing with two new introductions: the Mini Make Cupcakes set and the MixUbbles Candy Flavoured Drinks Maker. The Mini Make Cupcakes kit enables kids to make their own mini cupcakes just by simply mixing and melting (no baking required) using the accessories and moulds included. Tasty drinks are on the menu with the MixUbbles Candy Flavoured Drinks Maker which comes complete with electronic base unit, mixing beaker, MixUbble character, flavour powders, glasses, tongs and bag clips. A host of different flavours are included to enable multiple combinations. 01480 414361

JOHN ADAMS Armadillo, The Cheese Grater, The Pringle, The Birds Nest and The Shard; The Fast And The Curious: learn to draw a Campervan, Helicopter, Tractor, Boat, Motorcycle and a Plane; Dinosaurs: includes a Pterodactyl, Stegosaurus, Triceratops, Ankylosaurus, Brontosaurus and T-Rex; Butterflies & Blossoms: draw Butterflies, Cherry Blossom, Sun Flower and a Rose; Capture The Castle: features a Scottish Castle, Draw Bridge, Coat of Arms, Cannon, Knight and a Princess; London Flavour: famous London landmarks, including The London Eye, Tower Bridge, Big Ben, Queen’s Guard, Telephone Box and London Bus. Each of the kits is priced at £5.99. info@skinnysketcher.com

The John Adams creative play portfolio continues to expand, boasting a whole host of new crafty offerings for children to explore their creative side. The new Sands Alive range offers a complete line of products based around special super soft modelling sand for children aged three and above. Sands Alive has a soft feel with a light and fluffy texture and unlike other sands, doesn’t feel gritty. Sands Alive doesn’t dry out and is super easy to mould into detailed shapes for lots of play value. The range, which includes a Starter Set, a Classic Set, as well as themed sets and a Super Set, will roll out from July and will be TV advertised. The popular Blo Pens range now includes Disney Frozen themed sets. The Disney Frozen Starter Set includes three Blo Pens and four reusable character stencils and the Disney Frozen Blo Pens Activity Set includes everything children will need to recreate their own Frozen themed designs. The set includes six reusable stencils and ten sheets of paper, enabling children to experiment with speckling, shapes and colour effects. The Disney Frozen licence also extends further into the creative play range with larger craft offerings coming

www.toynews-online.biz

15/05/2015 11:48

SECTOR GUIDE: CREATIVE PLAY MAGFORMERS Magformers are superpowerful magnetic toys that take children and adults alike to a world of limitless imagination and creativity. Magformers are made of different hard plastic shapes (squares, triangles, pentagons, etc) with magnetic sides that always connect and never reject because they contain 360º rotating neodymium magnets that always rotate to their attraction position, so shapes connect and fit perfectly every time. Through fun and innovative play, children can develop their understanding of mathematics and creativity while building whatever they can imagine: houses, towers, castles, cars, aeroplanes, robots and even animals and flowers - almost anything. Children can transfer 2D plane shapes to different 3D geometric structures. Magformers are also extremely safe for children of all ages and have

SAMBRO

received CE and ASTM certification. As well as pure fun, there are many other benefits of playing with Magformers. They stimulate both sides of the brain to promote balanced growth by requiring children to use both hands, and also trigger a child’s curiosity and enhance their sense of achievement and satisfaction through play. Magformers can also stimulate children’s handeye coordination and fine motor skills and encourages

THAMES & KOSMOS Geek out with the Geek & Co Craft range from Thames and Kosmos this year. There are several craft kits to choose from including Garden Pirate. Want to make the world a little greener with some guerrilla gardening while learning about botany, flowering plants and nature conservation? Then this is the kit for you. Find forgotten places to leave the crafted seed ‘bombs’ and after a while a beautiful cluster of wild plants will explode into flower. Also part of the Geek & Co craft range from Thames and Kosmos is the TV advertised Yarn Storming Machine, perfect

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logical thinking, reasoning and problems solving skill. From a mathematical point of view, Magformers help children learn the formation of basic figures like a cube. Magformers uses the term ‘3D Brain Training’ because it knows that children are experiencing exciting exploration and discovery, and most of all having great fun with their friends or even just on their own. Children don’t even know they are learning, they are having so much fun. 07585 332587

Scribblers come in a variety of sizes and will encourage a love of drawing in children. The licensed ranges feature unique colouring tables which feature iconic character-filled paper for kids to colour in with the included felt pens and coloured pencils. Art Sets comprising paints, pens, coloured pencils, etc are available in various sizes and children will love the travel art desks for fun on the go. The Play-Doh range allows a pre-schooler to really let their imagination grow. The filled backpacks and wheeled cases contain tubs of Play-Doh, as well as essential tools for making ultimate Play-Doh creations. Meanwhile, within the stationery category, this year sees the launch of the new Minions

range of stationery. The collection includes a variety of pencil cases (including filled cases) based on the loveable characters. Fans can complete their back to school stationery collections with cool collectables including a five-piece stationery kit, as well as jumbo pens and stationery filled character backpacks. New licensed stationery collections also feature useful character notebooks and pads as well as pens, felt-tips, coloured pencils and more. Sambro will also launch Jurassic World stationery. 0845 873 9380

different colours are being launched in plenty of time for Christmas, as is the range of Fluorescent Poster Paints. One product that has been extremely well received is the Poster Paint Tube set which includes 22 vibrant colours in 12ml tubes. The kit comes with two different sized brushes and the lid doubles as a palette and mixing tray

which detaches from the base for easy cleaning. The Primo range offers a varying array of high quality products to cover all your arts and craft needs. The new lines will further enhance Primo’s strong range of chalks, paints, pencils, crayons, fibre pens, clays and painting sets. 01282 500899

KIDICRAFT for rainy summer days. Use the simple plastic knitting frame to create beautiful crafts without the need for needles, even try your hand at urban knitting by embellishing tree trunks, bollards and railings. For sunnier days why not try designing your own sandals with the Flip Flop Bead Party kit, using foam rubber panels, colourful beads, buttons and cord. The instruction manual shows you how to make the flip-flops and also explains some of the science behind the various materials found in the kit. Kits range in price from £9.99 to £14.99. 01580 212000

Kidicraft is further expanding its product offering for Primo in 2015. The Primo range of Italian arts and crafts will also see some new lines as Kidicraft increases the number of Primo products it holds domestically. This now brings the domestic range to over 200 products, with a further 200 plus lines available on four weekly back-to-back orders from Italy. In the new wave of Primo products, Kidicraft has focused on key items where demand on the back-toback ordering has been high. The Jumbo Paint Brushes are perfect for early years mark making as the chunky handles make them easier for younger children to hold. Primo Oil Pastels, which are incredibly smooth, highly pigmented and available in packs of 12 or 25 different colours, have also been introduced at a highly competitive price. Premium quality Metallic Poster Paints in eight

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SECTOR GUIDE: CREATIVE PLAY MATTEL AmiGami is the exciting fresh new crafting toy from Mattel this year. Putting a whole new spin on traditional crafting toys, it allows children to express their individuality over and over again by creating

H GROSSMAN unique creations that they can share with their friends and even the world. Everything needed to create their own AmiGami is included in the pack – a cute, vibrant AmiGami animal figure which is

KSG The Sequin Art brand has been a part of the KSG range since the late 1980’s. KSG acquired the brand from Impex which had established the market for the product in the 1960’s. Over the years, the Sequin Art range has developed into one of the strongest international brands for a craft product. The company prides itself on not only making the

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ready and waiting to be decorated with special AmiGami paper parts and stickers. Each paper part is easily attached with a jewel pin and there are over 30 different fun and bright variations, such as ears, tails, wings and hair. For even more customisation and to add extra cuteness, there are reusable stickers including eyes, jewellery and glasses to really make children create their own unique character and AmiGami. The full product range includes five items at key price points supported with an extensive marketing campaign including TV advertising, sampling, craft parties plus online blogger and vlogger reviews. 01628 500000

2015 sees H Grossman re-introduce Skoobies, the award winning craft sensation which was a hit ten years ago. The Skooby strings are knotted together to form bracelets, keyrings, necklaces – the permutations are endless. After the success of the

Loom Twister and the current popularity of creating and designing jewellery, Skoobies are already seeing new ‘how to’ websites and blogs springing up, teaching the art to a brand new generation of fashion conscious crafters. 0141 613 2525

WOOKY EUROPE product in the UK, but exporting it to the four corners of the world. Its NPD offers a continuous and steady flow of new product which is also supported with an extensive TV advertising campaign. Two new licences have been signed and will be available in the Sequin Art range this autumn. 01760 721390

Charmazing is the perfect design-it-yourself jewellery craft line for young designers, according to the firm. Style Me Up’s Charmazing keeps tweens designing expandable and stackable bangle bracelets that can be charmed-up with style. Making their own custom charm bracelets with colourful threads, beads, gem, chains, pearls and much more, Charmazing offers more than 100 different charms in unique themed collections. Girls can also scan their charms to enter a virtual Charmazing world where they can trade charms with friends and connect with other fashionistas via the Charmazing free app. Charmazing offers a cross between craft, social media and fashion. The app notifies you of your friends’ activity so you can see when they swap or add a new charm. For young artists looking to create innovative fashions that reflect

their own style, Style Me Up offers a range of new sketchbooks, which cover a number of popular themes including Pop Star, Seasons, Cities, Puppy Love and Riding in Style. Each sketchbook comes with colouring pencils, stencil sheet, design guide and 50 stickers. A collaboration with Disney allows budding fashionistas to explore their creative talents across a range of Disney characters including Ariel, Cinderella, Tinker Bell and The Princess Collection which features favourite Disney Princesses or the Villains Collection with those wicked Disney baddies. Boys can get in

on the act, too with the Design Masters range of sketchbooks featuring Lamborghini Gallardo, the Ford Mustang and the Nissan 350Z. For younger crafters, Bloco is a range of 3D construction toys. Easy to assemble with specialised connecters, the models are perfect for budding builders. Chunky and manageable for little fingers, the Bloco range brings out creativity while encouraging the development of special and motor skills. From Dinosaurs to Dragons, kittens to chameleons, Bloco has it all covered. 0151 494 3821 www.toynews-online.biz

15/05/2015 11:53

WHERE FUN MEETS CREATIVITY

Magformers is the super powerful magnetic toy which leads children into the world of limitless imagination and creativity FUN – for kids and ‘grown-up kids’ BUILD – limitless creative constructions DREAM – go beyond your imagination LEARNING – key skills through play CREATIVITY – and brain development

Contact Simon or Chris for further information

Call Simon on 07481 155 075 or email simon.mccrickard@magformers.co.uk Or call Chris on 07585 332 587 and email chris.singleton@magformers.co.uk

Visit us online at

www.magformers.co.uk @Magformers_GB

47 TN162.indd 1

Magformers UK

14/05/2015 10:21

Trends Science ad ToyNews 230x152:Layout 1 12/05/2015 07:59 Page 1

Dig ital Me tal Det ect or

ÂŠ 2015 Trends UK Ltd

FM Walkie Talkies ÂŠ & TM 2015 Discovery Communications, LLC. Discovery Channel and the Discovery Explore Your World logos are trademarks of Discovery Communications, LLC, used under licence. All rights reserved.

Expect so much more!

To place an order please contact: +44 (0)1295 768078 salesadmin@trendsuk.co.uk For Media/PR enquiries, please contact: Ane Olesen: ane@wirepr.eu

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SECTOR GUIDE: SCIENCE & EDUCATION

Top marks Whether it’s building a robot, growing a Venus flytrap or making volcanic eruptions, the science and education sector is packed full of ingenious products to get imaginations racing. Billy Langsworthy takes a look at some of this year’s most exciting ranges CLEMENTONI Clementoni boasts a portfolio of educational products for infants, toddlers and older children designed to engage them in the world of science. The company’s growing range of products span everything from the science of food to the study of dinosaurs, allowing children to have fun while building their knowledge. New to the range for 2015, the Detective Lab concentrates on investigation and mystery and is set to delight any budding detectives. Focusing on investigation techniques, the kit includes an ultraviolet torch, fingerprint kit and secret

code wheel, all essential in learning how to crack the code. Elsewhere, the Anatomy Lab includes a realistic human body skeleton which enables children to learn all about human anatomy. The game focuses on anatomy tables to help children understand the body’s inner organs and the way they function. The kit also contains a jigsaw puzzle and an exclusive magnifying viewer for the X-ray sheets to ensure kids really get to know the human body and identify each atom. With this kit, kids also get the opportunity to see movies, explanations, animated images and

interactive anatomy from the Clementoni website. Finally, the Land Of The Dinosaurs encourages children to recreate their own prehistoric dinosaur world. The kit includes a volcano that simulates realistic eruptions, dinosaur models and seeds to plant and grow. The kit even features Triops eggs, the prehistoric fish that you can feed and grow in the tank to recreate the land in which the dinosaurs lived. 020 3206 1396

JOHN ADAMS John Adams Leisure continues to lead the way in scientific toys, as the UK’s number one manufacturer within the science category (NPD data 2014). The company is expanding its science collection further for 2015 with the introduction of Sparkle Science, a kit which enables kids to conduct glittering experiments all while learning about science through play. Aspiring chemists can make a lava lamp, create glitter chalk, construct a glitter bath bomb, as well as grow a sparkly geode and a crystal necklace. The new kit sits among the company’s successful science collection which includes Gross Science www.toynews-online.biz

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ENGINO

the number one bestselling science toy in 2014 (NPD data) - as well as Glow in the Dark Science and Booms Bangs Fizzes. All of the kits in the range aim to encourage kids to explore the world around

them, while making science fun, with an emphasis on learning through play. All key lines will be TV advertised and supported by a full PR campaign. 01480 414361

Award-winning Engino is an educational and fun toy range, and, according to the firm, is ‘the most advanced and versatile three dimensional construction toy in the market’. The company’s new Discovering STEM range gives children the skills and knowledge to embrace the technological challenges of the future through interactive play and modelbuilding with electronics. Its construction toys cover a broad area of STEM subjects, including Solar Power and Robotics alongside Mechanics, Simple Machines, Structures, Architecture and Newton’s Laws. The topics are brought to life by building toys like solar-powered robots, kinetically-propelled dragster cars, escalators, windmills, revolving cranes, bridges, carousels and planes. Across the full Engino range, children can

construct simple builds to complex structures, from small 4-in-1 car sets priced at £4.99 to solar cell and Wi-Fi programmable robotics at £199.99. All model assembly instructions can be downloaded free at www.Engino.com and all product builds can be viewed on mobile devices by downloading the Engino kidCAD 3D model viewer from Google Play and AppStore. 07764 369245

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SECTOR GUIDE: SCIENCE & EDUCATION TRENDS UK Trends UK is a leading supplier of science toys in the UK and will be refreshing its popular range with a new Science Mad logo and branding. Young scientists can mix the ingredients to watch awesome chemical reactions, create slimy volcanoes or grow crystals to find out how nature’s building materials work for real.

TOBAR Children can also learn how to defy gravity with rocket science, propel cars with air balloons and play games that demonstrate how electricity works.

The Trends Science Crystal Growing Kit with 14 different crystals to create and the Trends Science Chemistry Lab with 100 experiments are both available for £19.99 each. Elsewhere, the firm’s Discovery Channel science toys boasts a range of real-world related products with working features that simulate the high-tech products that experts use to explore the environment. Key to the range are the Digital Metal Detector and Explorer Telescope 30mm. The Discovery Channel range is currently promoted by a large social media campaign featuring very positive product reviews by top parenting bloggers in the UK. 01295 768 078

Tobar’s buying team has chosen some fun products to help children enjoy science and education throughout this year, including the Junior Explorer range.

For those who love experimenting, the Magic Growing Tree, Bug Tub, Horseshoe Magnet and Grow Your Own Venus Fly Trap are all enormous fun. 0844 573 4299

COILEDSPRING With an increased focus on STEM products, Coiledspring Games is expanding its range with the latest games to make science, technology, engineering and maths fun. The Maker Studio sets inspire imagination and a love for engineering. Each build features a challenge and kids can experiment with friction, torque and propulsion as they engineer solutions. Once all four builds have been mastered, kids can get creative and design something that is all their own using all three editions: propellers, winches and gears. Continuing to support changes in the computing curriculum, Robot Turtles teaches kids as young as four the basics of coding. The game will have children writing computer games rather than playing them, as when children lay out bright code cards to direct the turtles to their matching gem they are writing programming language ‘Logo.’ Later this year, it will be followed by the more advanced Code Master for ages eight and up. Teaching both programming and logic, the game builds planning, 54 June

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sequential reasoning and problem solving skills, in addition to teaching more complex coding concepts. The offline approach gets children computing, without the need for a screen. The Creativity Hub continues to inspire a new generation of empathic designers and inventors with the Extraordinaires Design Studios: Inventions and Buildings pocket sets. By creating original solutions for the Extraordinaires, children are introduced to the elements of design, encouraged to jot down ideas or draw out their thoughts on the provided drawing pad. When the design stage is complete, kids can upload their creations to The Extraordinaires Design Studio Uploader, a free app by The Creativity Hub to allow kids to look at the gallery of inventions created by others and also add their own. All products are supported by an ongoing consumer PR campaign, focusing on the importance of STEM. 020 3301 1160 www.toynews-online.biz

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SECTOR GUIDE: SCIENCE & EDUCATION LEAPFROG LeapFrog’s LeapReader, is an interactive stylus that brings reading, writing and learning to life. With LeapReader’s Solar System Adventure Pack, children can rocket through the solar system, explore an asteroid belt, travel to the moon and apply their new knowledge in the space race game. Supported with a vote of confidence from UK primary school teachers and iChild, the leading child development and education consumer

SPIN MASTER website, LeapReader is ranked as a top 20 infant and pre-school toy and continues to become an important tool to build on learning techniques from the classroom at home. Suitable for children aged four to eight, the three foot, fold-out, doublesided map offers over 40 family-friendly activities, including a planet-hopping board game. It also boasts more than 240 fun audio responses and bonus interactive stickers. 01895 202480

Meccano’s new Meccanoid G15 and G15KS caused quite the stir when they were showcased during the toy fair season in the UK and worldwide. The four foot and two foot tall personal Meccano robots are fun and easy to build using the latest Meccano parts. The advanced yet easy to use open source Robotic Building platform makes them accessible to a broad range of ages and skill sets. Meccanoid uses its on board ‘Mecca Brain’ and voice recognition to say thousands of phrases, tell jokes, offer fun facts, play games, initiate conversations and even give kids a high-five. The entire Meccano range will be re-launched in autumn with a totally new look and feel, including new pieces with metallic treatment, new ergonomically designed tools and new premium packaging.

There will also be improvement to the digital Meccano experience and easier to follow step by step instructions within pack. The 25 Model Set will be the focus of the TV campaign. The motorised set builds 25 models including a Rally Car and Support Helicopter. The set also boasts poseable steering and features the new flex-panels. A second TV campaign will introduce the Meccanoid. Spin Master will also be running education initiatives through the year using Meccano to deliver the STEM message to children and promoting real-life engineering and encouraging kids to stretch their imaginations. 01628 535000

FOLLOWING THE HUGE SUCCESS OF THE 2014 EVENT, WOMEN OF THE YEAR RETURNS TO HONOUR SOME OF THE MOST INSPIRING FEMALES IN THE UK BUSINESS.

THURSDAY, JULY 16TH

The ToyNews Women of the Year lunch is an informal networking event for anyone working in the UK toy business. As well as providing a forum for peer to peer networking, the Women of the Year event will also see a number of prizes given out to individuals for their outstanding achievements.

HOME HOUSE, PORTMAN SQUARE, LONDON

AWARDS ON THE DAY INCLUDE: WOMAN OF THE YEAR, RISING STAR, INNOVATOR, MARKETEER

TICKETS ARE JUST £40 AND INCLUDE FREE DRINKS, FOOD AND AWARDS CEREMONY. FOR TICKETS CONTACT: JESS FARNAN JFARNAN@NBMEDIA.COM / 01992 535646 A limited number of sponsorship opportunities are available, contact: Jodie Holdway, jholdway@nbmedia.com, 01992 535647 Carole Eagles, ceagles@nbmedia.com, 01992 535647

www.toynews-online.biz

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SECTOR GUIDE: SCIENCE & EDUCATION THAMES & KOSMOS Thames and Kosmos has a host of new kits including additions to the popular Geek and Co range with Geeker Speaker Lab, Glow Stick Lab and Trick Stick. Other additions include Remote Control Animals, offering young biologists the chance to build an orangutan that climbs along a string, a rabbit that bounds forward and a crab that scuttles sideways, plus many more. The step-by-step instruction manual offers some interesting

MAPS TOYS facts about each animal, while it also explains the biomechanics behind how the different animal models mimic the movement of the real animals. Also new for the firm in 2015 is the TK1 Telescope, an entry level telescope which allows users to observe the moon and planets including Venus, Jupiter and Saturn. Also included are a selection of lenses, eyepieces, a finder scope and mounting tripod, as well as a comprehensive guide.

RAINBOW DESIGNS New for autumn/winter this year, Rainbow Designs is introducing wooden learning blocks to its Peter Rabbit and Guess How Much I Love You Collections. Each set contains 16 wooden blocks and the Peter Rabbit blocks include the letters of the alphabet in upper case and numbers one to ten. The firm’s Guess How Much I Love You blocks also feature the letters of the alphabet and includes

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Later on in the summer Thames and Kosmos will be debuting a Nature Discovery range with kits including Triops, Binoculars and a Stereo Microscope which is ideal as a first serious microscope. Also new is an addition to the Little Labs series, Pirate Ship, which is all about discovering science on the high seas. With many new exciting kits being added to the already vast selection, there is sure to be something for everyone. 01580 212000

Maps Toys has a collection of science products that, as well as being educational, will appeal to children’s sense of fun. Insta-Snow Powder enables kids to create snow at any time of year. The powder expands up to 30 times its size and creates around seven litres of faux snow. It also features an activity guide to explain the science behind creating the ice-cool product. Meanwhile, everyone knows that if you put Mentos in a fizzy drink that magic happens. The Geyser Tube is a great way to introduce children to this explosive phenomenon in a safe controlled environment. Use the tube to create a soda geyser that will explode up to seven metres high. Does your body transmit electricity? Use the fun Energy Stick to find out.

Hold in both hands and see the stick light up and make sounds. Try it with a group of friends and learn about conductivity and circuits. 01483 776 006

For fitness fanatics, the firm has a new revolutionary wrist and bicep workout. Using hand rotation only, challenge yourself or others to spin the gyro and achieve the highest revolutions per minute. Pull the cord to spin the gyroscope inside the ball. Rotating the ball in your hand increases the speed of the gyroscope. The digital counter measures the speed of the gyroscope and displays the number of revolutions per minute. It is a great strength trainer for golfers, racket sport enthusiasts or simply stimulating competitive fun. With Science Museum’s Sand Putty, children can sculpt it or mould it, then poke it and watch it tumble like sand. The specially formulated

sand can be moulded into any shape and sculpted with a tool or your fingers. Children and adults find it amazingly tactile, and conveniently there’s no granular mess to clear up after playing. This is because of the compounds that bond every grain together. Sand Putty comes with a sculpting tool. 0870 054 6000

WOW STUFF quotes from the storybook. Both of these products come in beautiful display boxes with a carry handle. Elsewhere, Rainbow’s Learn to Tell the Time with Paddington Wooden Clock comes with a wooden teaching stand and move-able minute and hour hands allowing kids the freedom to move the hands to any position to teach or test knowledge. The clock also showcases Paddington’s daily routine. This means that times can be remembered by associating them with his daily activities. 01329 227300

Amaze your friends and family as you make Science Museum’s My Mystery UFO fly around your body without the aid of batteries, magnets or a handset controller. The accompanying DVD shows you how to perform the tricks used in exhibitions at the Science Museum. Challenge friends and family to guess how it works. My Mystery UFO exhibits scientific principles of forces which are part of the science curriculum. It is an enchanting magic trick designed to mystify and astonish all onlookers. Using no batteries, static electricity or remote controls, your UFO will fly freely, hover and float in mid air. Brought to you by the Science Museum, the secret to this illusion is inside the box, so only you will know how it works. There’s also a bonus tips and tricks DVD and full easy to follow set up and use instructions included.

www.toynews-online.biz

15/05/2015 12:06

Coiledspring Games @coiledspring @coiledspringgames

Science and education games â&#x20AC;&#x201C; make STEM fun!

Code Master Coming soon

Robot Turtles Teaches pre-schoolers computer programming

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Extraordinaires Design Studio Pocket 36 innovative design challenges

www.coiledspring.co.uk Call 020 3301 1160 for more information

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OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR

Jon Salisbury IT’S THAT time of year where Christmas past seems like aeons ago and plans are well underway for Christmas future – or at least they should be. One of the unfortunate corollaries of my enforced absence due to a brain haemorrhage has been a poor memory. I have to constantly ask what date and day of the week it is but, as my wife points out, I can always remember things that are important to me like who Watford FC are playing

The best toy concepts have already made the move into these multi channels seamlessly. Not only do they generate revenue once they are monetised, they provide vital advertising because they are where kids and their parents now shop. No longer is the Argos catalogue the toy bible when there is 24/7 access to the internet 365 days of the year and price comparison sites aplenty to ensure the best bargain.

Follow me on Twitter @jonsalisbury

This month, our columnist tells us why toy executives should never forget what it’s like to be a child

skills through play is the overriding message. At the time of writing, the General Election had yet to take place, but children stand to be one of the winners if the BTHA has anything to do with it.

Now it can be the PC, smart phone or games console that hosts playtime. The best toy concepts have already moved to multi channel. next. In many ways I’m still that callow six year old in a yellow shirt who first saw the Hornets play in 1969. We forget what we were like as kids at our peril. The best toy people are able to remember what life was like as a six or eight year old. Okay, the rules by which kids can play are constantly changing, but the desire to be king of whatever your playground is has remained the same. For me, it was a patch of my back garden where the grass was taller than my midgets (my name for my vast collection of Airfix 1:52 figurines), however now it can be the PC, smart phone or video games console that hosts playtime.

This year, we also see the launch of a number of industry-wide initiatives. This started with the British Toy & Hobby Association’s Make Time 2 Play campaign which gained crossparty support from more than 90 prospective parliamentary candidates just before the General Election took place. The campaign’s five ‘play principles’ are: Every child needs space and time to play; Active play can help children keep healthy; Playbased learning adds educational opportunities at all ages; Safe places to play are good for families and good for communities; Children develop important life

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: 6,092 July 2013 to June 2014.

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ldavey@nbmedia.com

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19/05/2015 16:57

Leader in Europe in the scientific games*

*NPD source

uk@clementoni.com - T. 0203 206 1398

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Clementoni UK

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M4612 UK ToyNewsBk2SchlAD_HI.pdf

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