ToyNews 170 March 2016 by Future PLC

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For information regarding Yu-Gi-Oh! organised play in UK

Quickplay Events Tel: 0162 388 9706 yugioh@quickplayevents.co.uk

DISTRIBUTORS

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Esdevium Games Ltd.

Dracco UK Ltd.

Click Distribution (UK) Ltd.

Tel: 01420 593 593 Email: Sales@esdeviumgames.com Web: www.esdeviumgames.com/retailers/

Tel: 0845 365 3030 Email: sales@dracco.co.uk Web: www.dracco.co.uk

Gemma Waddington Tel: 01282 694152 Email: gemma@clickdistributionuk.com

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No. 170

Retail 14 Fabulous Beasts In this month’s crowdfunding focus, we look at a new prospect in the toys-to-life space

Licensing

16 London calling With the dust settled on London Toy Fair, we check back for firms’ reactions to this year’s show

Pre-School

20 Dose of reality With virtual reality a hot topic at the moment, we look at how it could take off in the toy space

March 2016

Marketing 22 Women of the Year Our power list and networking event is back this year. Find out how to get involved

Shellraisers In the Eighties, the Teenage Mutant Ninja Turtles leapt off the pages of a black and white comic book to become a blockbuster brand spanning TV, movies and action figures. With a new big screen adventure on the way this year, we take a look at what Nickelodeon’s plans are for Donatello, Leonardo, Michelangelo and Raphael in the toy space

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WELCOME

MEET THE TEAM Billy Langsworthy Editor blangsworthy@nbmedia.com

Robert Hutchins Deputy Editor rhutchins@nbmedia.com

Jade Burke Staff Writer jburke@nbmedia.com

Sophia Freeman Senior Account Manager Sfreeman@nbmedia.com

Brenda Normile Sales Executive Bnormile@nbmedia.com

James Marinos Production Executive jmarinos@nbmedia.com

Nikki Hargreaves Designer nhargreaves@nbmedia.com

Mark Burton Managing Director

CONTENTS Regulars 06 08 08 09 10 12 14 42 74

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

COMMENT

Fair play

Features 16 London Toy Fair review 19 US Toy Fair review 20 Virtual reality spotlight Licensing.biz 25 News 28 Teenage Mutant Ninja Turtles focus Pre-school (sponsored by VTech Baby) 37 News

mburton@nbmedia.com

Retail 41 News 45 Indie Profile: Captain Neil’s Toy Chest 47 Sector Guide: Drones 52 Sector Guide: Outdoor Toys 62 Sector Guide: Trading Cards

With the raft of innovative new lines, revamped classics and powerful licences on display at the fairs, 2016 looks set to be an exciting year.

Editorial: 01992 515305 Advertising: 0207 354 6000 www.toynews-online.biz

NewBay Media is a member of the Periodical Publishers Associations AUDITED CIRCULATION: Average Net Circulation: 5,771 July 2014 – June 2015 nToyNews circulation is 11.2% higher than its closest competitor nToyNews has 100% named circulation and 0% duplication.

WELL THAT’S another toy fair season done and dusted. While months are spent preparing for London, Nuremberg, Birmingham and New York, they absolutely whizzed by and judging from what the ToyNews team saw across all four shows, we (and the kids of the world, of course) are in for another properly exciting year. A quick sweep around the team and some of our picks from across the shows include Mattel’s revamped View Master, Hasbro’s new Pie Face line-up, Sphero’s Force Band, Character’s Stretch Armstrong, Zing Toys’ Wet Head, Spin Master’s Micronoids, Sams Labs’ Inventors Kits and ThinkFun’s great new line of yoga games (I’m still aching as a result of trying those out, but on the plus side, my reclining pigeon is sublime). With the industry having enjoyed a 5.9 per cent lift in sales in 2015 (an increase of £150 million year-on-year), the question is can 2016 better it? With the raft of innovative new lines, revamped classics and powerful licences on display at the fairs, it stands a great chance. There’s more reactions to both London Toy Fair and the New York show in this issue, but the general consensus seems to be that both shows were a success from both a visitor and exhibitor point of view. Credit should go to the BTHA for coping so well with the Nuremberg clash (it’s all back to normal next year thankfully) and to the TIA for putting on a great fair in what is the 100th anniversary of the US trade body. Elsewhere, what with Mattel’s View Master bringing the issue of virtual reality into the toy space, we’ve got an in-depth look at how this exciting new tech is already set on changing what we define as a toy moving forward. Also, as a new Teenage Mutant Ninja Turtles movie is on the way, we’ve shelled up, got the pizzas in and put together a six-page special looking at the history of the crime fighting reptiles in the toy space. Cowabunga! This issue also boasts the first look at how this year’s Women of the Year list and networking event is shaping up, so flick to page 22 and get involved. It promises to be another great event. But for now, I best get back to teaching Rob and Jade how to perfect a Half Lotus Crow. blangsworthy@nbmedia.com

LEADER OF THE PACKS Royal Flush: the first choice for millions of card players worldwide

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March 05

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NEWS

“Exploding Kittens will put us on the map”, says Morning Family The tabletop games distributor believes it has hit the big time as it welcomed a ‘huge numbers of preorders’ indicating a very strong start for the game, itself a massive Kickstarter success story, here in the UK By Robert Hutchins KICKSTARTER SUCCESS story Exploding Kittens will be a game changer for the UK distributor Morning Family, as the firm claims that the title will ‘put them on the map’ when it launches later this year. 2015 saw the tabletop card game created by Elan Lee and the team behind the popular webcomic The Oatmeal storm to success on the crowdfunding site when it secured over $8m in funding. Since then, the game has seen sell out success across the US and has been in high demand from retailers throughout the UK with a ‘huge number of preorders’ already in place. Now, having secured the UK distribution rights to the game, Morning Family,

a relatively new face to the British toy scene, is confident that the launch of Exploding Kittens on home soil is its first step in what will be a ‘big year ahead.’ “The demand for the game has been huge with retailers, from kids’ toy shops to professional tabletop games stores,”

said Timothée Dumain, CEO of Morning Family. “We know from feedback from a wide range of retailers that customers are asking for Exploding Kittens, but the need couldn’t be met as the game hasn’t been available to these retailers, until now.” As a concept, Kickstarter has historically been unable

to curry favour with retailers, many of whom are of the belief that a successful game on the crowdfunding platform has already reached its full audience and would therefore present a risk in store. Dumain cites Exploding Kittens as a demonstration of how the platform has been misinterpreted.

“Exploding Kittens achieved a record number of backers, with over 219,000 pledges,” continued Dumain. “But this in no way has hurt the consequent sales in the US. “The game has been, and continues to fly off the shelves over there. If we can only manage a fraction of the game’s US success, we’ll be very satisfied.” Morning Family is now excited for the new heights Exploding Kittens will take it to. “For us, adding Exploding Kittens to our catalogue is a total game changer,” said Dumain. “We are relatively new to the UK market, and this game really puts us on the map, which is wonderful for us because we have lots of games to offer retailers.” Morning Family: sales@morningplayers.com

Re:creation makes Goliath play for gaming sector With the launch of the Re:creation Games arm, lead by new titles from Yulu Toys and a deal with Goliath Games for Who Tooted?, the firm is confident of making its mark on the gaming space later this year By Robert Hutchins RE:CREATION IS making a new play for the family gaming market with a wide range of new titles and a fresh partnership with category giant, Goliath Games. Encouraged by the growth of the sector over the last few years, the firm has earmarked 2016 as the right time to re-enter the sector as demand for games, board games and tabletop titles continues to sweep the UK. Building on the positive momentum of last year, the company has detailed its plans to take on the sector with the launch 06 March

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of its Re:creation Games portfolio, lead by two new titles from Yulu Toys and a partnership with Goliath to bring its internationally revered Who Tooted? game to the UK. Re:creation revealed its intentions at this year’s London Toy Fair where it debuted the new titles from Yulu called Dynamite Dare and Spy Code to UK audiences. “There is ever-more demand for traditional family games as growth in the category continues to demonstrate and we have a set of incredibly strong propositions in place to make an effective

re-launch into the games arena,” Jonathan Kirkley, marketing director at Re:creation told ToyNews. “Our launch offering is very impactful and we will be backing up strong product with strong marketing campaigns packed with energy. We are confident that we will make our mark and create a strong foundation to grow Re:creation Games.” Driving awareness of its new portfolio of games is now a major focus for the company who has outlined its plans to help replicate the success the bluffing game Who Tooted? has already seen

in the Netherlands through a series of YouTube unboxing videos, as well as embracing further TV and PR opportunities. “With the successful launch of Cranium in the UK behind us, Re:creation

has established a fantastic grounding in bringing innovative games to market,” continued Kirkley. “We consider this the right time to be re-entering the sector.” Re:creation: 0118 973 6222 www.toynews-online.biz

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NEWS

Schmovie looks for UK distribution following success across the pond Galactic Sneeze, the firm behind the game of made up movies, is now looking to grow Schmovie into an expansive global brand By Billy Langsworthy INDIE GAMES firm Galactic Sneeze is looking to bring Schmovie, its game of made up movies, to the UK. Schmovie sees players win trophies for making up funny movie titles and following a refresh last year, Schmovie quadrupled its Christmas sales and Galactic Sneeze is now on the lookout for UK distribution for the title. “Our goal is to launch the game in the UK, Canada, and Australia. Our longer term goal is for Schmovie to grow into a global brand,” Galactic Sneeze co-founder Sara Farber told ToyNews. “We originally launched Schmovie as an adult game in fall 2013, and learned a

tremendous amount from that first production run. Our biggest realisation was that kids as young as seven or eight loved the game and were awesome at it. “So, last year we relaunched the game for eight years and above with a smaller box and a lower price point of $19.95. The result? We quadrupled our holiday sales, and are gearing up for another production run.” As well as last year’s strong sales, demand via social media has swayed the team to start the search for a UK distributor. “We have a growing social media following on Twitter where we host a weekly Schmovie hashtag game every Monday,” added Farber.

“The game now trends on Twitter in the US, UK, and Canada which leads to lots of inquiries from our players in these markets as to where they can buy the game. We wish we had some better answers for our fans. “Schmovie is based on a theme that everyone loves: movies. And since the goal of the game is to come up with funny titles for madeup movies, it’s all about creativity and humour. We know it would be a great fit for the UK.” In terms of distribution, the firm is looking to secure the services of a firm that wouldn’t relegate Schmovie to being just another product within an expansive portfolio.

Farber added: “We give Schmovie a lot of love. We know how quickly a game can become just another item in a large catalogue, so ideally we’d like to find a distributor who

also believes in the huge potential of our game. “Wth the right partners, we can grow Schmovie into a household name.” Galactic Sneeze: sara@galacticsneeze.com

Yo-Kai Watch to be unique proposition in collectables “Although comparisons with other anime brands will be inevitable, it is a unique property and is enjoying huge success around the world as a result of its ability to bring something new to the market” says VIZ Media By Robert Hutchins VIZ MEDIA Europe claims that its Yo-Kai Watch property will prove to be a brand capable of offering something unique in the toy space this year. Master toy partner Hasbro is launching a range of Yo-Kai Watch toys in the UK this year, and both

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Hasbro and VIZ believe the brand will make waves in the collectable sector. “Although comparisons with other anime brands will be inevitable, Yo-kai Watch is a unique property and is enjoying huge success around the world as a result of its ability to bring something new to the market,” said Aadil Tayouga,

EMEA licensing manager of manga publisher and anime distributor, VIZ Media Europe. Nieve Cavanagh, marketing manager at Hasbro UK, added: “We know collectability is a key trend for kids and it is a key component of the Yo-Kai Watch line, which includes over 200 collectable medals across the line.”

March 07

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CAMPAIGN OF THE MONTH / PLAYTIME

Fisher-Price Film By You As part of its new campaign, Fisher-Price is inviting parents to share special moments with their kids as part of a digital film. Everyday, parents can upload their videos for a chance to feature in the global film CONTACT n Mattel: 01628 500 000 n www.mattel.com IN AN exciting first for Fisher-Price, Film By You is a new break frame digital and social initiative that puts mums and dads at the heart of the campaign, as they are asked to share those special moments with their children to become part of a global Film By You presented by Fisher-Price. Set for release later this year, the captivating digital film to be shared around the world will feature real content that celebrates those most memorable milestones as a parent. The Film By You casting call has already kicked off on the FisherPrice UK Facebook page, which encourages parents to share their videos on a dedicated microsite. Everyday, parents can share videos through Facebook of their little film stars to be centered around different themes.

Each of the videos will then have the chance to be chosen for the final edit of the global digital film. Parents can get involved with the campaign by using #FilmByYou and visiting the microsite.

Playtime n Are kids watching more TV adverts than ever? If one analyses TV advertising on kids’ channels, then yes, it is true, with a seven per cent increase in recorded viewing vs 2013. Since the introduction of Tiny Pop and Pop on Freeview, we have seen kids taking over the remote control and choosing to watch more of the likes of My Little Pony and Totally Spies. n Tiny Pop and Pop alone has increased its commercial viewing by 103 and 402 per cent since 2010. It is then no surprise to see that viewing on free to air kids’ channels has increased to over a third of all commercial viewing on kids’ channels. This, and the fact that six per cent of kids aged from seven to 10 years old say Pop is their

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moments with their children on their phones, whether it is first steps or just something funny, and this is a fantastic opportunity for parents to be part of this unique film from Fisher-Price.”

Generation Media reveals that viewing on free to air kids’ channels is increasing, but how is it affecting the children’s market?

FTA

2010

favourite TV channel, up from four per cent in 2013, is no coincidence. n Not all free to air kids’ channels faired so well. Commercial impacts across CITV fell by 17 per cent year-on-year despite the

Source: BARB 2016/ (Kantar Media Youth TGI, Q1 2016) 08 March

Wendy Hill, brand activation director at Mattel UK, said: “We are very excited to kick off the year with a really unique campaign. “We know that parents have lots of videos of those special

Paid for

investment in Thunderbirds. However, ‘paid for’ channels eased the loss (or caused it) in impacts by increasing commercial minutage on both channels. n So kids channels are in rude health ‘audience-

wise’. But is this the same picture for kids watching general TV? Well no, kids’ commercial viewing to all channels fell by two per cent year-on-year, likely as a result of kids viewing to live TV content online tripling since 2010.

2015

n With multiscreening becoming the norm, the changing way kids are consuming media becomes even more volatile. The impact of which on marketing plans will become more apparent over time.

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

2/23/16 10:01

NPD RESEARCH

Retail Sales Trends

Properties Best item progression

Industry enjoys January market growth for fourth year in a row THE UK toy market started 2016 with January sales up 15 per cent versus January 2015 in value, adding £5.2m to the market with unit sales also increasing, up six per cent. This was the fourth year in a row for January market growth with sales in 2015 more than twice January 2012 sales. The average price paid also rose by eight per cent up to £7.98. January growth was across the market with all supercategories experiencing an increase in sales, with seven out of the eleven seeing double-digit growth. Action figures continued from a strong 2015 performance and was the top performing category for the month with a growth of 43 per cent still driven by film releases. The impressive start to the year was driven by property performances with licensed sales up 34 per cent in January, 19 points ahead of non-licensed sales. Star Wars was the best-selling property with continued strong sales after the film release of The Force Awakens in December. Monthly sales were just under £10m – over eight per cent of total

toy sales, with LEGO Star Wars the number two property. Shopkins also saw strong growth and reached the number four property in the total toy market with the top two best selling items for the month as the property started to expand outside of the collectable market. Disney’s Frozen, while down slightly, is still the third largest property in the UK with over £3m sales in January. “2015 was a record year for film licences with both Disney’s Frozen and Star Wars sales reaching new heights,” said Melissa Symonds, practice director of NPD Group’s toy business in the UK. “Star Wars has always been a popular licence for toys, even outside of new film releases. With a whole twelve months for sales of The Force Awakens related products as well as the Rogue One prequel film due at the end of the year, 2016 should be the biggest year yet for the Disney property. “However, 2016 also sees a mix of strong new launches, relaunches, film licences and strong

January 2016

Shopkins Shoppies Dolls Assortment (Flair GP)

brands in the coming months across other areas of the market. “Throughout 2015, we saw value growth every month and based on the phenomenal performance in January, we may have another exceptional year ahead for the UK toy market.”

The thirst for all things Shopkins isn’t slowing down this year, as Flair’s Shopkins Shoppies Dolls Assortment was at position 1986 back in December 2015. January 2016 saw the collectables jump all the way up to 18th place.

Sales UK toy sales

(value, year-to-date)

YTD 2015

YTD 2016

15%

Source: NPD

Average toy price January ’15: £7.41

January ’16: £7.98

UK RETAIL SALES TRENDS January 2016

January 2016

(£ sales – value)

1Shopkins 2 Pack 2.

Shopkins Pack of 12

LEGO Star Wars Kylo Ren’s Command Shuttle

WCS Match Attax 2015/16 Trading Cards

Shopkins 5 Pack

Flair

(Unit sales – volume)

1WCS Match Attax 2015/16

Topps

Flair

Shopkins 2 Pack

Flair

LEGO

LEGO Minifigures

LEGO

Topps

Hot Wheels Basic Car Assortment

Mattel

Flair

Premier League 2016 Sticker Collection

Topps

Monopoly (Standard)

Hasbro

Star Wars Force Attax Cards Packet

Topps

Sphero’s BB-8

Sphero

Star Wars: The Force Awakens Stickers

Topps

LEGO Minifigures

LEGO

LEGO Minifigures Series 15

Star Wars Extended Lightsaber

Hasbro

My Little Pony Mystery Bag Assortment

10. Star Wars Millennium Falcon

LEGO

10. Play-Doh Single Tub Assortment

LEGO Hasbro Hasbro

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, Entertainer, Firebox, Halfords, Hamleys, John Lewis, Mothercare, Sainsbury’s, Shop Direct, Tesco, Toymaster, Toys R Us, Whsmiths, Wilkinsons. NPD estimates that the epos now accounts for 75% of the total UK toy market.

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01932 355 580 March 09

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APPOINTMENTS

Industry moves Women In Toys has announced its very first executive director this month, while Magformers has boosted its UK sales force with new team members. Meanwhile, Golden Bear features as our Team of the Month TEAM OF THE MONTH: GOLDEN BEAR Who’s in the team? We have Katherine Pierce, who’s the senior licensing and marketing manager, Rachel Field who’s the consumer marketing manager, Zoe Lunn, who’s the trade marketing manager and Oliver Hales who is the digital marketing executive. What have been your biggest successes of the last 12 months? We’re really pleased with how the Twirlywoos range has performed since launch and we’re really excited about the Run-Along Twirlywoos, too. Equally our In the Night Garden line has gone from strength to strength with our award-winning Ninky

Women In Toys n The global professional women’s organisation has appointed its first executive director, with the addition of MARY KAY RUSSELL to the team. This move comes as the organisation aims to help better manage its initiative as it continues to see global growth. ASHLEY MADY, president of Women In Toys (WIT), said: “I am so thrilled that Mary Kay is joining our team full time. “Every year we surpass goals and are able to

Magformers n The toy firm has strengthened its UK sales force with the addition of two team members, with JOHN WHITE

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Nonk Musical Activity Train, which has remained in the Top 10 licensed pre-school items for the last 18 months according to NPD 2015. What are you working on at the moment? The Run-Along Twirlywoos have just launched so this is where our primary focus is at this point, although we are constantly developing new products and new concepts to add to the company collection. We have some fantastic new licenses launching in 2016, such as Messy Goes to Okido and Oddbods, which will join our portfolio. We’ll have some exciting new license announcements too, so watch this space.

accomplish so much, but there is more to do and I know she will help us soar to new heights this year and beyond.” Russell has worked in the toy industry in various roles including inventor, manufacturer, and consultant, plus she has been an active member of WIT in many roles. and RICHARD GREENWOOD joining as national account manager and area sales manager, respectively. White joins the company following 12 years at Mattel, where he worked on various accounts. White said: “This is an exciting time to be joining Magformers. It’s such a

What are the biggest challenges you face? At the moment, it’s got to be us sticking to our New Year’s resolutions. What industry events will you be attending this year? We will be at the majority of them – either exhibiting at

great product and I think we are in for a very busy, but fruitful year.” Prior to his new role, Greenwood was an account manager at Revell and also worked for companies including Dekkertoys. Greenwood added: “This is a thrilling opportunity to help build a new and very exciting brand in the UK.” Hasbro n Hasbro has boosted its board of directors with the appointment of SIR CRISPIN DAVIS as an independent director. Davis previously held the role as CEO at Reed Elsevier, and was also knighted for his services to the publishing and information sector in 2004. BRIAN GOLDNER, chairman, president and CEO at Hasbro,

shows such as Toymaster, Harrogate Nursery Fair, AIS and Distoy, or attending some, which includes Spring Fair, Licensing Expo and Brand Licensing Europe. Who avoids the washing up? Ollie has mastered the disappearing act – but in

said: “Crispin is a highly accomplished media executive whose strategic vision and experience with international consumer markets make him a tremendous addition.” TOMY n The company has announced the promotion of MARK FOSTER from head of marketing EMEA to executive VP Europe. Prior to his role at TOMY, Foster worked at Hasbro, where he held a variety of senior roles. Foster said: “I’m delighted to have the leading role in taking TOMY forward throughout Europe - and working with our teams to develop exciting products to enthuse and delight our consumers and customers.” MASAYUKI NAGATAKE, COO at TOMY International, added: “Since joining our

fairness that’s more when it comes to making tea. Who’s the office heartthrob? That’s a tough one. Gerald, our IT manager – and of course this is nothing to do with the fact that we need to keep Gerald on side in case our computer freezes.

company earlier this year, Mark has demonstrated exceptional business leadership and strategic planning skills.” KidKraft n KidKraft has boosted its leadership team, with two new members. LAWRENCE WRITER has been named CFO and will now be responsible for the finance, legal and information technology functions at the firm. In addition, GEORGE BENZ has joined the company as senior VP for marketing and ecommerce. In his new role, Benz will oversee all global marketing and digital consumer engagement. Lastly, MARTIJN DE BRUIJN has been appointed as the company’s European commercial director, and will be based in the European team in Holland.

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OPINION

Game-changers Steve Reece shines a spotlight on how more and more social media campaigns are forcing toy firms take an initiative when it comes to issues driving and supporting social change AT LAST our industry is seizing the social media initiative from minority view pressure groups who have been very skilful and effective in terms of building a social media push towards changing something in the toy industry. The challenging thing about these social media campaigns is that they are very hard to ignore, but don’t necessarily represent a majority view or the view of the greater proportion of toy consumers. The Let Toys Be Toys movement and others with a similar agenda have effectively won on the gender labelling of toys - political correctness now necessitates that we no longer have a

boys’ and girls’ aisle in retail nearly everywhere. This, despite the fact that if you roam the aisles in TRU, you will find confused parents scratching their heads and asking if ‘Action and Adventure’ is the boys’ aisle, and despite the fact that sometimes embracing the stereotypes can in itself create a platform for change. LEGO received a huge amount of flak regarding its LEGO Friends brand in terms of its obvious targeting of girls using the traditional ‘pink is for girls’ approach so often utilised by the toy industry. The irony of the social media reaction in this case though is that LEGO had identified that not enough girls were using LEGO, and

therefore were missing out on having an early platform supporting play patterns that lead towards engineering and science related disciplines and careers. The huge success of LEGO Friends suggests that it has been highly effective

in terms of encouraging the construction/building play pattern with girls, so what’s a toy company to do. The reality is that times have changed. Toy companies (like all consumer focused companies) need to be both squeaky clean, highly responsive and also proactive in terms of grabbing the social media agenda and making it work in a good way, both for selling more toys but also for brand reputation. This third factor of proactivity has been a little slow to come to the fore across the toy industry. Yet that seems to have changed in a big way heading into 2016.

Mattel has not only changed the body shapes for Barbie, but has also updated the theming, vocations and straplines. LEGO also recently confirmed that their massive top selling Minifigures line will include characters in wheelchairs for the first time, which is to be applauded in terms of social responsibility. Whether these initiatives will sell any more product is not the point. Instead, it seems that due to the power of social media, toy companies must invest their own money to drive social change and to avoid the negative publicity that social media backlash (whether misguided or not) can whip up.

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

Just passing through Jeremy Morton, partner at Harbottle & Lewis, takes a look at the new updated EU trademark legislation regarding counterfeits in transit, and it what it means for IP owners GOOD NEWS for intellectual property has arrived in the form of updated EU trademark legislation. One welcome aspect of the new law will be enhanced protections against goods in transit through the EU. Smart businesses already know to register their intellectual property rights with EU Customs, in order to block imports of knock-offs at the border. The system is a success, as the most recent statistics from the European Commission show. In fact, of the 36 million infringing products blocked by Customs in 2014 (the most recent year reported), toys

accounted for a whopping 10 per cent. That was the second highest category of goods after tobacco, and significantly bigger than medicines and clothes. A primary attraction of this system is that over 85 per cent of all detained goods are destroyed without the need for court action. Perhaps unsurprisingly, statistics consistently show that most problem items come from China. Infringement of European intellectual property rights occurs when acts are done in the EU territory, such as offering, selling or importing goods bearing a trademark without permission. Owners of European rights have long sought to

persuade courts that these should also apply to goods transiting through the EU en route to non-EU countries. The logic is simple: Customs should be able to grab any infringing goods ‘touching down’ in

Of 36 million products blocked by customs in 2014, 10 per cent were toys. the EU, instead of waving counterfeits off on their way to the US or other markets. But the law was tested unsuccessfully by Nokia

and Philips in 2011, revealing a vast deficit in EU weaponry. Put simply, goods transiting through Europe did not engage EU intellectual property law, unless there was reason to suspect that they would be sold into the EU market. The EU has recently agreed a package of reforms to trademark law, designed to promote innovation and growth and to streamline procedures. They take the form of a revised Regulation, entering into force on March 23rd 2016, and Directive, which entered into force on January 13th 2016. These now make it clear that European trademarks can be enforced against goods in transit.

It will still be possible for the importer to secure the release of goods, by showing that the trademark owner has no relevant rights in the final destination country. However, the burden of proof is on the importer, and most cases won’t get that far: as the statistics show, most detained goods are simply destroyed without any contested proceedings. The advantage of the new system is that EU Customs will sweep up infringing goods in one place, before you have to worry about enforcing rights in countries outside the EU (many of which would be far less attractive places to bring enforcement proceedings).

Jeremy Morton is a solicitor who advises in the specialist areas of intellectual property and data protection law. www.harbottle.com/jeremy-morton

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OPINION

I, Robot Following a tech-filled visit to Nuremberg back in January, Richard Heayes glances back at the history of automatons and why, in 2016, toys and tech remain a match made in heaven TECHNOLOGY HAS been at the heart of the toy business since, well, forever. Every year, the industry works its magic a little harder to bring all-singing, all-dancing, hi-tech playthings to life with movement, sound and lights. Literally all-singing, all-dancing, if Nuremberg was anything to go by. With the recent threat of AI and robots ‘taking our jobs’, it was comforting to see the toy fair abuzz with choreographed, bopping robots. I can rest easy for now, I think. Admittedly, they were cute to watch, but are they really that impressive? Their workings are fairly straightforward (and not

exactly concealed): some quality servos, a scattering of sensors, a good IC and some decent cladding. With that in mind, let us go back in time for a minute, to the age of automatons. All the way to Fifth Century China, in fact, where you could find handmade wooden birds that flapped their wings and actually flew, according to the Han Fei Zi and other texts. Kind of puts the drones of nowadays into perspective, doesn’t it? If we go back even further to Ancient Greece, we find documentation on giant animals that moved and made sounds, and public statues that gesticulated on their plinths with the

magic of water, which powered hydraulic limbs and sound boxes. It’s likely that the average Joe (or Georgios) back then had little idea of how these wonders worked, but I imagine that the joy of playfulness was at the essence of their creation. While they inevitably would have lifted the spirits of passers-by, they served little practical purpose, but they certainly gave rise to further inventions. Who knows which of today’s everyday utilities have these early amusements to thank for their existence? Undeniably, toys and technology go hand in hand. Toys boast that truly magical ability to spark

imagination in young (and not so young) minds. In my case, they also spark the urge to prize them open and suss out how they work. Looking ahead, there are some incredible technologies about to pop.

Printed electronics are making big advancements and soon we’ll be able print complete working mini computers onto any substrate. The era of disposable displays is also close. New materials derived from nanotechnologies could enable the creation of super strong, super light, super flexible toys. Solar inks and paint that absorb sunlight and converts it to power, along with batteries that recharge in 60 seconds, will power the next wave of tech toys. And then? If I had a time machine, I’d love to pop back to Ancient Greece and take a few toy gadgets with me. But who would be more amazed? Them, or me?

Richard Heayes is an award-winning inventor and designer at Heayes Design, and a supporter of all things playful. Contact him at richard@heayesdesign.com

Body issues With Mattel revealing three new body types for its iconic Barbie doll, A Girl for All Time’s Frances Cain looks at what the move does to promote a healthy body attitude in girls

BARBIE NOW comes in a raft of sizes and shapes and all colours of the rainbow, and if I am not mistaken, a grand total of seven skin tones and 22 eye shades.

Social media had an overall positive reaction to it and there have even been some fairly funny spoof responses as well – check out the Ken ‘dad-bod’ posts.

Barbie, or rather Mattel, has been under criticism of late for promoting and manufacturing a product that has long been outdated with a quite frankly ridiculous dolly-figure. This unrealistic body aspiration can, in fact, have a potentially negative impact on children. According to decades of research, children do indeed receive messages about their own body image from toys that they play with. A lot of the origins of this change for the Barbie brand has been driven by socialmedia savvy Millennial parents. Millennial parents, defined as those born between 1980 and 2000 and number 22 million in the US alone, spend more time

on social media than any other group before them, sharing their ideas and opinions including what to buy, what not to buy, and why you shouldn’t buy it. There is a teeny (cynical) part of me that wonders if sales were unaffected, would Mattel be so keen to jump on the body-imagewagon and address the issues that surround Barbie and her ungainly physique? But don’t get me wrong Mattel’s changes to Barbie can only be a definitive step forward. The pro-girl flag-waving protagonist in me thinks that any positive change that comes about to encourage our girls (and boys) to have a

healthier attitude towards themselves and others can only be a change for good. But once again, I have to wonder why girl’s play is so centered on looks. And does the Barbie revamp only serve to shine a laser beam of light (once again) onto the issues of what looks good, bad or unrealistic, rather than what is healthy, beneficial play? Time will tell if Mattel’s strategy is in time to save Barbie and make her more relevant in today’s world, but I would love to see girls’ toys move away from constant body-focused issues and instead focus on celebrating intelligent play for girls, without making it about looks.

Frances Cain is the owner of doll firm A Girl For All Time. She can be contacted at frances@agirlforalltime.com

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March 13

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CROWDFUNDING FOCUS

Fabulous Beasts British game designer Alex Fleetwood describes his latest toys-to-life creation as a tasty blend of tabletop dexterity and digital strategy. The concept has already made headlines across the globe and now, thanks to a Kickstarter campaign, it could be on its way to toy shops very soon. Robert Hutchins finds out more Platform: Kickstarter Goal: £150,000 Campaign status: Funded Can you tell us about Fabulous Beasts. What is it and how did the idea first come about? Fabulous Beasts is a game of strategy and balance in which you build a tower of animals on your tabletop and help them evolve in a connected, digital world. I am the founder and CEO of the team creating the game. I have been making games that connect physical and digital play for about ten years, mostly with my former studio, a firm called Hide&Seek. I wanted to take the experience of making those games (most of which took the form of installations in spaces like the Tate Modern) into a more sustainable form. Fabulous Beasts is the result of a year of sustained R&D. What industry and consumer reaction

have you seen to Fabulous Beasts so far? The game has been getting some fantastic reception from players and press alike. We recently took home the Technology Award from prestigious US games festival Indiecade and the LA Times said Fabulous Beasts ‘completely reinvents the game of balance’. How could Fabulous Beasts mark an important step forward within the toy industry? Up until now, the only companies that have tackled toys-to-life products have been huge names like LEGO

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and Disney. We’re a team of five that combines skills in engineering, product design and digital game-making, taking advantage of a new set of technologies to prototype in hardware and software at the same time.

manufacturing partners and investors based on concrete data from the market. While we hope to engage retailers at the appropriate point, it is now completely viable to build a brand through crowdfunding

The toys-to-life space is ripe for the same kind of disruption that we have seen in indie digital games over the last ten years. Alex Fleetwood, Fabulous Beasts I think that the toys-tolife space is ripe for the same kind of disruption and expansion that we have seen in indie digital games over the last ten years.

and e-commerce – and while we are operating as a lean, agile start-up, the speed at which we can iterate with these channels is an advantage.

Why did you take Fabulous Beasts to Kickstarter? Kickstarter offers tremendous value for companies like ours. Not only does it bring in much-needed resources from a group of passionate early adopters, but it enables us to build relationships with

What have you done to build a community around Fabulous Beasts? We have demoed the game at a range of events and festivals in the UK and the US over the last six months – Game Developers’ Conference, EGX, Essen, IndieCade and Game City being a few – while also

building our mailing list and social media following. Why should the UK market be excited by the potential of Fabulous Beasts? The game is incredibly fun. A group of young gamers who played it at the weekend were overheard saying ‘maybe we should substitute our Smash Bros. night for a Fabulous Beasts night’. High praise… We know that balancing games have mass appeal, and the sophistication and depth that lies underneath the surface of the game could engage fans for a long time. Our ambitions for the game extend far beyond the core set. This is a game that gets more fun the more pieces you buy – build more elaborate towers, create more Fabulous Beasts – and the physical/digital hybridity means we can also sell in a range of digital upgrades – for example new game models such as a versus mode. All of that adds up to a compelling multichannel retail opportunity, invented by a UK start up. www.toynews-online.biz

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TOY FAIR REVIEW

Conquering Olympia Despite the challenges thrown at it, the BTHA has been praised by attendees to this year’s Toy Fair for once again hosting another ‘fantastic show’, deemed by some in the industry as the ‘best to date’

UNAVOIDABLY, eyes were closely on how the BTHA would handle this year’s Toy Fair date clash with Nuremberg’s Spielwarenmesse. The unfortunate diary conflict must have shook a few nerves at HQ in the weeks preceding the threeday event. But despite the hurdles set before it, the BTHA once again proved that when it comes to throwing the UK’s biggest industry gathering, the toy market is in safe hands, with a number of companies applauding the show as its ‘best to date’. Despite the absence of the likes of Hasbro and MGA and a reshuffle in the schedule of the media day, the show lost none of its usual vibrancy and while the Sunday kick-off made for a quieter start 16 March

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than usual, exhibitors and attendees alike have been quick to champion ‘another fantastic show’. “We had a fantastic Toy Fair from start to finish,” Stewart Middleton, MD at Jumbo Games tells ToyNews. “It was the perfect start to 2016.” Event organisers for Toy Fair, the BTHA were also pleased with general reaction across the board, from the coverage garnered via the national press, trade press and show attendees. Head of Toy Fair operations and sales at the BTHA, Majen Immink has revealed that not only did the show enjoy the usual good turnout, but that of those attending all were “exactly the right people.” She says: “We have had some great feedback from exhibitors on the back of

another fantastic show. Obviously the date clash wasn’t an ideal situation for us and for our exhibitors, but we worked with the venue to make it happen.

The show has done its job successfully in bringing the industry together under one roof to do business. Majen Immink, BTHA “We had reports that exhibitors saw the key people they hoped and

expected to see, so in effect the show has done its job successfully in bringing the industry together under one roof to do business.” Of course, comment on the date move of the Hammersmith-based event was unavoidable and posed a topic of much discussion among many of the regular exhibitors, including the likes of Click Distribution and Paul Lamond Games. “Moving the days to avoid the clash with Nuremberg Toy Fair wasn’t ideal,” said Richard Wells, sales director at Paul Lamond Games. “The result was that Sunday was fairly slow, but Monday and Tuesday were a tremendous success and more than made up for it. “However, we are looking forward to it returning to its regular format of Tuesday to Thursday for 2017.”

And with a wave of her magic wand, Immink has confirmed that 2017 will see Toy Fair return to its usual Tuesday to Thursday slot, running from January 24th to 26th. “We are already working hard to implement improvements for next year’s show and have received a great number of bookings since online applications opened for the 2017 show,” states Immink. “The UK toy industry is clearly a resilient one and with a reported 5.9 per cent increase in sales in 2015, we look forward to another exciting year.”

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TOY FAIR REVIEW What the industry thought “We were absolutely delighted by the response from retailers to Magformers. They were excited about our products and our new POS merchandising, and I believe Toy Fair has given us a platform for 2016.” David Kelly, MD, Magformers UK “Toy Fair often portends what the success of the upcoming year will be, and offers an indication of how our message of intelligent play is spreading. We had a great Toy Fair and if only a fraction of the contacts we made last week come to fruition, then it’s gong to be a very exciting year for A Girl for All Time. We will definitely be booking again for 2017.” Frances Cain, owner, A Girl For All Time “Toy Fair 2016 was good. It’s our most important show and it certainly lived up to expectations, although I am pleased to see the dates return to normal for 2017.” Luke Hillier, COO, Click Distribution

“It was a brilliant show as always but moving the days to avoid the clash with the Nuremberg Toy Fair certainly wasn’t ideal. The result was that the Sunday wasn’t great, but Monday and Tuesday were a tremendous success and more than made up for it.” Richard Wells, sales director, Paul Lamond Games “We had a fantastic Toy Fair from start to finish. We met with plenty of new and existing customers who loved our portfolio of puzzles and games, and orders placed at the show were up from previous years. It was the perfect start to 2016 and we’re seeing the reward for all the hard work.” Stewart Middleton, MD, Jumbo Games “Toy Fair was very successful and winning the Best New Toys award for our range of large play mats was fantastic. I’m looking forward to returning next year with a great new range of educational toys.” Christine Lawson, MD, EDUK8 “Overall Toy Fair 2016 was a very good show for Rainbow. It did get off to a slow start with the change of days proving disruptive, but Monday was a fantastic day for us with an abundance of stand visits from both retailers and media. Tuesday was also another good day.” Anthony Temple, MD, Rainbow Designs

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“Despite the general concerns over the timing of this year’s Toy Fair, we were more than happy with how the show went for us and the number of visitors to the stand was actually up on last year. Our stand was buzzing throughout the show, helped in large by our secret Finding Dory room. We have had a fantastic response to this line and can’t wait to work with Disney on the launch. We have a very exciting and busy year ahead.” Vicki Elmer, product manager, Bandai “We had an incredible reception at this year’s Toy Fair. We were noticeably busier than in previous years, which is due to the fact that we are competing in more categories, with the support of a greater number of buyers and licensors. Our business had a strong finish to the year across a number of brands including Paw Patrol, Kinetic Sand, Meccano and Air Hogs, so expectation on what we had to follow for 2016 was high.” Phil Hooper, UK commercial director, marketing, Spin Master “It was another fantastic show for us. Our product range was well received and we achieved some amazing coverage on new ranges such as Pom Pom Wow and Stretch Armstrong. It was a case of ‘business as usual’ for us, the date changes had no major effect on the show, all retailers were in attendance and were on top form.” Mark Hunt, marketing manager, Character Options

“This year was certainly our most successful yet. Every booth was taken up for back to back meetings with new and existing customers and the buzz around the stand drew lots of attention. Of course, our award winning jungle themed stand did help. We would like to see a few more companies step up to challenge us in the Stand of the Year competition next year. Building on the back of 2015, this year is shaping up to be very successful.” David Harms, marketing executive, Green Board Games

“We had our best show yet. We always find that our Razor product ranges drive a lot of interest at the event, most notably in recent years of course the Crazy Cart. We saw a dramatic increase in footfall to our stand, with triple the number of visitors to the stand than last year. We were even surprised by the number of visitors on Sunday this year. We have had great response to the new brands showcased at the Fair and I think we have a great year ahead of us.” Jonathan Kirkley, marketing director, Re:creation

“Press day was very busy for us, the highlight being Justin Fletcher’s appearance on the stand to celebrate our new Justin’s House toy range. It was obviously slightly different to previous years and it was strange having a quieter first day, but we still found we had a busy show – we saw everyone we came to see, and more. 2016 is looking very good and we’re feeling very positive.” Barry Hughes, general manager, Golden Bear Toys

“It was a terrific show. It’s always a great success for Galt Toys, that’s why we return year on year and we are delighted with the interest we have received. There was a lot of speculation as to whether this year’s show would be as busy as previous years, but I can honestly say it didn’t make that much difference. All the big retailers you’d expect to see attended and footfall to the Galt stand was great.” John McDonnell, MD, Galt Toys

“We had an excellent show in London. Our Danger Mouse and Animal Jam toy launches are generating a real buzz throughout the trade and we’re looking forward to launching both brands this year. There was a real positive energy at the show; everyone seems truly excited about the year ahead. That said, we are pleased the calendar is more accommodating again next year. 2016 is now looking phenomenal.” Johnny Taylor, UK MD, Jazwares

“This year was the best ever Toy Fair for Learning Resources. The show saw the unveiling of our new corporate branding and product packaging and it received very positive feedback from customers. Our new STEM range made a great impression with our Robot Mouse Activity Set receiving a lot of interest. Colby the coding mouse even made his debut on Toy Fair TV.” Chris Beardmore, UK trade retail sales manager, Learning Resources March 17

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2/22/16 11:37

US TOY FAIR REVIEW

Played in Manhattan It’s a case of last but certainly not least when it comes to US Toy Fair’s position on the show calendar. Here Billy Langsworthy reports back from a chilly New York brimming with a raft of hot new launches IT WAS a record-breaking year for the TIA’s US Toy Fair this year, and that’s not just because it played host to New York’s coldest Valentine’s Day ever. The show welcomed over 34,000 attendees across the four days, as well as 1,250 exhibitors, 300 of which were companies new to the fair; a factor that TIA president Steve Pasierb claimed was part of the organisation’s on-going commitment to making sure smaller firms remain well represented at the show. And if the sub-zero temperatures ensured my nipples entered the Javits Centre a solid three minutes before the rest of me did, things soon warmed up once inside. Before you’d even entered the main hall, you were met with a giant inflatable of Yo-Kai Watch’s Jibanyan and a Bananacar (that actually drives) celebrating Bananagrams’ tenth anniversary. Once inside, it was great to see so many fresh products and new companies that hadn’t already showed off certain lines at Hong Kong, London, Nuremberg or Birmingham. In terms of the big hitters, Mattel continued its theme of bringing back classic toy properties (I’m looking at you View Master) with the revelation that it is reviving the ThingMaker, now hitting shelves in the form of a 3D printer. Elsewhere, Hasbro unveiled the line-up of new Pie Face titles: an official Minions Pie Face, a festive themed Pie Face Holiday and the great new two player title, Pie Face Showdown (personally I think they may have missed a trick swerving the name Pie Face/Off. Think of the Travolta/Cage marketing potential). Elsewhere, I got a soaking trying out Wet www.toynews-online.biz

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Head, while Wicked Cool Toys teased more on the return of Teddy Ruxpin and showed off its new techenhanced Cabbage Patch Doll, called Baby So Real. On the game front, North Star Games’ Happy Salmon was a stand out. The ‘highfivin, fin-flappin’ card game’ sees players frantically bump fists, swap seats and slap each other’s arms while screaming commands at each other. North Star usually distributes its titles in the UK through Esdevium, so watch out for that one. Finally, a stop on the ThinkFun stand resulted in me popping my yoga cherry thanks to the firm’s new line of yoga games. It was also great to meet with so many inventors over the show. Just as

our own London Toy Fair celebrates start ups and inventors with the Greenhouse area, the student seminars and of

Deemed a success by the TIA, Pasierb told the press

With plans to expand the Javits, the future looks bright for both the TIA and the US Toy Fair, even if the weather doesn’t. course, the Inventors Dinner, the TIA has its Creative Factor programme, and the show floor was awash with inventors, including the creators of the 3Doodler and the man behind Eighties toy hit, Pound Puppies. This year was also a landmark show thanks to the introduction of the consumer show, Play Fair.

that moving forward, Play Fair wouldn’t take place alongside US Toy Fair, instead occupying its own space in a new autumn slot. TIA also hinted at taking Play Fair across the US, touring different cities (although Pasierb was keen to point out that it would dodge Chicago as to avoid clashing with ChiTAG).

Outside of the main fair, there was the Toy of the Year Awards held at the American Museum of Natural History, which saw Doc McStuffins Pet Vet Checkup Centre from Just Play named as toy of the year. The choice of venue also resulted in the bizarre sight of an awards ceremony being held underneath a spectacular blue whale. Brilliant. This year’s US Toy was also a special one as it saw the TIA celebrate its 100th anniversary. With plans underway to expand the Javits by a further 1m square feet, the future looks bright for both the organisation and the US Toy Fair, even if the weather doesn’t. March 19

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VR IN TOYS

Dose of reality Virtual reality is a phrase on everyone’s lips at the moment, from the launch of the Oculus Rift headset to the introduction of Mattel’s new View Master 2.0 to the toy market. Here, Robert Hutchins explores what the leap forward in tech will mean for kids and what the technology could do for the industry LITTLE ELSE seems to have captured the imagination of the public as much as virtual reality (VR) has these past few years. A technology that promises to propel the consumer into a new future, VR has hit the headlines and tantalised tech-heads the world over with the allure of a new frontier of exploration, quite literally. In fact, it was at this year’s Las Vegas CES show that the tech made the biggest splash, where no fewer than 14 companies were on hand to exhibit their latest leaps forward in the VR space in the market’s inaugural year. Most notably, it is the Oculus Rift that has whipped up a media frenzy of late, having recently been purchased by Facebook to the tune of $2 billion, proving that when it comes to a dose

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of reality, the virtual kind is big business. And if the predictions of the Consumer Technology Association are to be taken as gospel, then US revenues of VR headsets are set to increase by 440 per cent this year, handing the sector a $540 million paycheck for 2016. But then with technology powerhouses like Samsung and HTC behind it just as much as the younger Kickstarter fledglings, it’s no leap of faith to recognise that VR already has the world immersed in its journey.

And such is the popularity of the discussion and the excitement of the tech, it’s no surprise that

79 per cent of children and teens already know about the technology. Wendy Hill, Mattel

VR has filtered its way into the toy space. Last year Mattel made its own steps into the until now, relatively unchartered territory with the launch of its rebooted View Master, created in collaboration with Google to bring the VR experience to the children’s market. One year on and the potential for both

virtual and augmented reality (AR) in the toy space is still exciting toymakers, with US firm Uncle Milton getting in on the action and using CES as the launch pad for its own Virtual Explorer line. “The virtual reality category is growing quickly, and there is real potential in this market as 79 per cent of children and teens already know about the technology,” says Wendy Hill, brand activation director at Mattel. “Our advantage is that we can create exciting learning experiences for children through VR, which is naturally appealing to parents, too. That’s the

exciting thing about the toy industry, the opportunities are endless and we will continue to explore different applications.” Harnessing mobile VR technology akin to the Samsung Gear or any number of its more adult counterparts waiting to hit the market, Mattel’s View Master brings the aesthetics of its now iconic slider kicking and screaming into the 21st century to blend augmented and virtual reality and immerse kids in a whole new system of 360-degree universes. “It is arguably the best example of bringing VR technology to the toy space, but then again you could say that the original View Master

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VR IN TOYS already achieved this when it first launched all those years ago,” states Richard Heayes, independent games creator and founder of Heayes Design. So if View Master pioneered VR in the toy space way before it became the buzzword of today, then perhaps the trail it blazed can take credit for the strides forwards the tech is taking in the 21st century. Take Uncle Milton’s Virtual Explorer for instance, a VR headset that takes the concept of bringing the physical world and virtual one together one step further, with hands on toys such as an Ant Farm and a VR experience to complement it. “The evolution of tech and toys continues to open up new possibilities for how kids can play and learn through toy-based experiences,” says Ken Malouf, VP of marketing and product management for Uncle Milton. “This line is a great example of how we can integrate technology and physical play together to create imaginative toy and learning experiences.” But let’s not pretend that VR has had a seamless transition into the toy space, or the market place for that matter. The tech

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itself has a rich history of failings in the toy market. “The toy industry is always ahead of the curve in terms of trying to tap into an experience,” continues Heayes. “The Nintendo Virtual Boy was one of the first VR products to hit the toy space in the 90s. It was a monstrous thing that sat on your desk and you put your whole head in it. It made people sick and it didn’t sell.” It’s an issue that hasn’t gone unnoticed by today’s VR developers and it is one that Oculus has spent millions of dollars on ironing out. And while anticipation is high for the Oculus’ launch, the marketability of this attempt at VR is still unknown. So will it continue to excite the toy market once it has launched or will the tech’s imperfections pose too great a hurdle? No

doubt it’s a question only time and investment from developers can answer. But for Heayes, VR presents a different kind

AR and VR won’t disconnect children from physical play, they will redefine how kids interact with the world in general. Andrew Nye, New Moon Games

of issue when taken to the children’s market. “My concern is that, aside from the flaw that

VR can’t yet track your own movement, VR is something users physically plug into and can be in for hours on end,” he says. “People worry about screen time, and this is something where you block yourself away from the rest of the world. At the moment it seems like a solitary activity, which can’t be great for kids.” But with such a tech revolution at our fingertips, wouldn’t it seem a waste to not put it to use in toy innovation? Luckily, VR’s reality bending cousin AR may just be on hand to provide the answer. Once again, AR is not a new concept, but unlike VR’s history of falling flat in the space, AR has proved its worth in the toys-to-life sector, where thanks to the likes of big names such as LEGO Dimensions, Disney Infinity and

Skylanders, the category enjoyed a 39 per cent increase in 2015 to £129 million. While AR has so far been considered a somewhat ‘clunky’ addon to the toy space by many, a breakthrough in this field would present untold possibilities for the evolution of children’s play. “With the ability to detect and augment 3D objects as well as 2D images, the potential for AR has increased enormously,” Andrew Nye, MD of VR and AR developers New Moon Games, tells ToyNews. “I am confident that AR and VR will change what the word ‘toy’ means,” he tells ToyNews. “Alongside VR enabled remote control devices and 3D printers, AR and VR won’t disconnect children from physical play, they will redefine how kids interact with the world in general. “Giving them the power to visualise and create their own toys and create their own VR videos will unleash children’s imaginations in ways we couldn’t envision even a few years ago. The barriers are down thanks to the efforts of a couple of brave innovators, and we’d like to see more of it in the toy space.” And just think, you were once blown away by the still image that was projected by the original Fisher-Price View Master.

March 21

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WOMEN OF THE YEAR

Following another successful Women of the Year event in 2015, the listing and networking lunch will return - bigger and better - this year AFTER UNVEILING our second Women of the Year power list and event last July, the time has come for work to commence on this year’s list – and we need you to get involved. Compiled in association with the Women in Toys association, the feature will recognise women from all areas of the UK toy business. It will be published in our June issue, and followed by a networking lunch and awards ceremony at a Central London venue in July Last year’s listing was brimming with the industry’s finest marketeers, sales directors, PR execs and inventors as well as top female managing directors, 22 March

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entrepreneurs and of course, retail buyers. This year’s feature is open to all women working in the UK toy industry – including all those of you who appeared in the ToyNews 2015 listing.

HOW TO NOMINATE

The nomination period opens now, and you have until Monday, May 23rd to put forward a colleague, a customer, yourself or whomever you believe deserves to grace the 2016 ToyNews Women of the Year list. If you know a woman in the business who has inspired and made a difference in the toy space over the past 12 months and deserves recognition, get your nominations

in by sending details to BLangsworthy@nbmedia. com now.

AND THE AWARD GOES TO...

The accompanying Awards ceremony is also returning this year. Those in the running for the Woman of the Year, Rising Star, Marketeer and Inventor awards will be chosen from the 2016 Women of the Year listing by a select panel of experts. So when making a nomination for the list, if you believe they should also be in the running to triumph in one of the above awards categories, please make sure you give us the details.

Further details on this, as well as the date and venue for this year’s Women of the Year Awards, will be revealed soon, but for now, don’t miss out on being involved in this year’s list by getting your

nominations in by Monday, May 23rd.

Ashley Mady, President of Women In Toys, Licensing & Entertainment “We’re thrilled to partner with ToyNews for the Women Of The Year Awards. We’re all about promoting the remarkable women in our industry, and the Women of the Year Awards gives us the chance to further celebrate our members and powerful women from around the globe making amazing contributions in toys, licensing and entertainment.” www.toynews-online.biz

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News Media

Dedicated monthly licensing coverage for the UK

Opinion

LEGO Dimensions performing incredibly well with toy retailers As part of the whole toys-to-life UK market in Q4 2015, the video game had 52.8 per cent value share

By Billy Langsworthy LEGO DIMENSIONS has been performing better than expected in toy retailers big and small, Warner Bros has told ToyNews. The game, which launched in September 2015, merges physical LEGO brick building with interactive console gameplay starring characters from the likes of DC Comics, The LEGO Movie and Back to the Future. LEGO Dimensions’ week one sales topped the debuts made last year by Disney Infinity 3.0 and Skylanders Superchargers in the video game sector, and Warner has now revealed that toy retailers www.toynews-online.biz

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have also enjoyed a great deal of success with the property from LEGO. “As part of the whole toys-to-life UK market in Q4 2015, including accessories, we had 52.8 per cent value share,” Spencer Crossley, sales and marketing director, WBIE UK, told ToyNews. “Due to our commercially and critically acclaimed range of LEGO video games, we’ve always had a strong software presence in specialist toy partners such as Smyths Toys and Toys R Us. “LEGO Dimensions has performed incredibly well in these chains and, along with independent outlets, is over-indexing.”

For 2016, Warner is all set to ensure LEGO Dimensions will “play a leading role in the toys-to-life category.”

We have launched a new franchise and it has a tremendously exciting future. Spencer Crossley, WBIE “This year for us is all about capitalising and building on the tremendous success of our LEGO

Dimensions launch in 2015,” continued Crossley. “With the innovation and creativity LEGO Dimensions brings to the market, coupled with an unrivalled accessories line-up, the franchise will continue to play a leading role in the toys-to-life category. “With unparalleled marketing support from Warner Bros. Interactive Entertainment, the longterm commercial potential of LEGO Dimensions is simply second to none. We have launched a brand new franchise to fans and it really has a tremendously exciting future.” According to GfK Entertainment, the toysto-life category was worth

£129 million in 2015 with LEGO Dimensions the primary driver and Warner feels the game can help grow the category even more this year. “The amazing relationship between LEGO and Warner Bros. is visionary and will inject more energy into an already exciting category,” added Crossley. “Even though LEGO Dimensions only launched towards the end of last year, our franchise has already grown the UK market considerably and with our committed lineup of expansion content through 2016 and beyond, the category will continue to grow from strength to strength in the toy space.” March 25

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NEWS

Teletubbies line will be ‘our biggest success so far’, says Bladez Toyz The company’s line of licensed goods based on the series, which includes a nightlight, tummy mat and boppers, has not reached retail yet but has received huge interest from various retailers already By Jade Burke FOLLOWING THE release of the Teletubbies series on CBeebies, Bladez Toyz has unveiled its line-up of goods, which the firm says is going to be its ‘biggest success so far’. Despite the toys not being on the market yet, the company has revealed that it has already seen huge interest for the range from retailers. With a launch date set for during the middle of 2016, fans of the show will be able to snap up the merchandise, which boasts imagery of the four main Teletubbies characters, including Tinky-Winky, Dipsy, Laa Laa and Po. “With pre-school taking up a lot of the market within toys, specifically licensed, these lines are going to be our biggest success so far,” Beth Jobber, key account manager for Bladez Toyz, told ToyNews.

“We have already started the ball rolling with many retailers we have not previously worked with, as our range has always primarily been radio controlled toys and for ages three and above.” The new collection features The Bopper, an inflatable Teletubbie with a weighted base and coloured plastic balls, a Tummy Time Mat, which has been designed for sensory enrichment in babies, as well as a Nightlight, which boasts a projection feature. This year also marks the 20th anniversary for the brand, and Bladez Toyz has revealed it is looking forward to the year ahead. Jobber added: “Teletubbies has made a huge comeback, and as a global license holder for the brand, we are expecting big things around the 20th anniversary later this year.” Bladez Toyz: 02392 658 259

Spin Master confident of Secret Life of Pets success By Billy Langsworthy SPIN MASTER believes its toy line based on upcoming movie The Secret Life of Pets can replicate the success Minions, a film from the same creative team, has seen in the toy space. As the master toy partner, Spin Master is launching a range of plush and figurines based on the film, as well as interactive and motorised toys. “Absolutely [it can replicate the success of Minions in the toy space], we’re very excited to launch the Secret Life of Pets property and we 26 March

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believe it will have broad appeal among boys and girls of all ages,” Phil Hooper, Spin Master’s UK

commercial marketing director, told ToyNews. “With such a variety of fun pet characters, each

with their own unique personality, there’s a pet that will resonate with every consumer.”

With a range touching upon several different sectors, Spin Master believes its Walking Pet items will prove to be stand out success stories within the line. “Our new toy range offers a great variety of figures and premium plush that really capture each character’s unique personality with fun poses, expressions, sounds and phrases,” added Hooper. “We expect our strongest performers will be our TV promoted Walking Talking Pet Figures and our lead plush, Walking Pet Max.” Spin Master: 01628 535 028 www.toynews-online.biz

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Turtle recall

The Teenage Mutant Ninja Turtles are back on the big screen this year in the blockbuster sequel, Out of the Shadows. Billy Langsworthy finds out how the TMNT toy line performed off the back of the first movie, and what’s in store for the pizza loving reptiles this year in the form of Flair’s expansive new range of products

HAVING STARTED life as a black and white comic book back in 1984, the Teenage Mutant Ninja Turtles have since gone on to establish themselves as toy royalty, with accompanying animated shows, live action movies and even a record deal to boot. The crime-fighting pizzaloving heroes enjoyed life on the big screen back in the early Nineties via three movies blending the talents of New Line Cinema, Jim Henson’s Creature Shop and Golden Harvest, a production company responsible for the Hong Kong martial arts movies of Bruce Lee and Jackie Chan. A fully animated TMNT film made it into cinemas in 2007 under Warner Bros 28 March

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but Nickelodeon struck box office gold when it brought the brand to life in the 2014 big screen reboot. The movie, produced by Hollywood action supremo Michael Bay, made $493.3 million on a $125 million budget and Nickelodeon credits the movie with igniting “a fresh passion and interest in the Turtles.” “For consumers, this was the first time under Nickelodeon’s ownership that the Turtles had been seen in a different creative style, far removed from the animation series they were used to seeing,” Marianne James, vice president, consumer products UK and Ireland and European retail sales and marketing at

Nickelodeon Viacom Consumer Products, tells ToyNews. “It was this new creative style that gave the

The first movie helped to ignite a fresh passion and interest in the Turtles.

Marianne James, Nickelodeon Viacom Consumer Products movie toy range a point of difference at retail; consumers were not doubling up on existing

toys they had purchased. The range also attracted the adult movie super fans. “Overall, the first movie helped to ignite a fresh passion and interest in the Turtles franchise with adults reminiscing over the original Eighties series, kids engaging with the movie alongside the animation series or discovering the Turtles for the very first time.” Unsurprisingly, a sequel was greenlit soon after the first film sent cinema tills ringing and Teenage Mutant Ninja Turtles: Out of the Shadows is set to hit UK cinemas on June 3rd. The new toy line from master toy partner Flair is looking to once again provide a point of

difference for fans of the brand, with products spanning figures, play-sets, vehicles and role-play items. And with some fan favourite characters returning for the first time under

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TMNT FOCUS

Nickelodeon’s stewardship of the movie franchise, the firm is feeling confident once again when it comes

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to the Turtles’ prospects in the toy space this year. “The producers of the upcoming sequel have carefully managed to differentiate the film from its predecessor,” adds James. “This translates into the toy range where you will see that the Turtles action figures have an updated look with new outfits giving them a key point of difference. The play-sets draw upon new scenes directly lifted from the movie, including the Turtles revamped Sewer Lair that fans will have seen from the trailer. “Plus, in order for the Turtles to remain incognito whilst fighting crime, they have a new garbage truck vehicle that will be a key toy within the range.

“Excitement really comes from the translation of villains Bebop and Rocksteady into figures. With an unprecedented amount of detail, these figures are proving to be the stand out feature from the range. “The figurines are meticulous in detail, and capture the appeal of

“Currently this element of the toy range has been kept under wraps, so we look forward to sharing it with you very soon.” With the return of Bebop and Rocksteady set to ensure an adult demographic feels the pull of nostalgia in the toy aisles, Nickeldoeon is using an Eighties-inspired

Excitement is really coming from the translation of villians Bebop and Rocksteady into figures. Marianne James, Nickelodeon Viacom Consumer Products

these characters in terms of appearance and stature. With their appeal stretching from new fans all the way up to adult fans of the original Eighties series, they are set to cause mayhem at retail. “Of course, a new product line wouldn’t be complete without a few secrets; as part of the film, a brand new location has just been revealed in the recent teaser trailer – Kraang’s metallic mobile fortress, the Technodrome.

creative guide to develop an entire line of consumer products designed to appeal directly to fans of the original franchise and specifically to adults. “Within the past year, we launched a number of key products that demonstrate this; from professional sportswear tops to life like 3D model figures,” continues James. “We have also continued to develop our apparel ranges, most notably the new partnership with

Forbidden Planet with a whole collection of classic Eighties style accessories and clothing. We have also started to explore the nostalgic side to the brand and created a range of infant clothing using the Eighties look. This launch has been a resounding success. “Appealing to fans of all ages is part of our overall strategy and also new for 2016 is the recently announced collaboration with Dr. Martens. Together we have designed a collection of classic Dr. Marten boots with a very special and unique Turtles twist. With more collaborations like this due to be announced, the 2016 product offering will most certainly continue to appease the franchise’s original fans.” With a line of fan favourite characters (and vehicles) getting the toy treatment off the back of the new movie, and the very real potential for further adventures on the big screen, Nickelodeon’s generation-spanning toy antics with the Turtles looks set to reach new heights this year. Cowabunga indeed. March 29

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TMNT FOCUS

Animation domination Back to matters on the small screen, over 12.5 million viewers have tuned into the Teenage Mutant Ninja Turtles animated series since its debut in 2012. As both the series and toy line are intrinsically linked, ToyNews looks at how this year will see them embrace new villains, mutants, and the land of Dimension X

TEENAGE MUTANT Ninja Turtles has a rich history on television. Different animated series ran between 1987 and 1996 and 2003 and 2009, while a Ninja Turtles: The Next Mutation live action series graced the small screen from 1997 and 1998. There was even a two-episode anime spin on the brand, Mutant Turtles: Choujin Densetsu-hen, which aired in Japan in 1997.

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However, the current CGI-animated series from Nickelodeon first hit screens in 2012 and has gone on to be a great success for the firm, with over 12.5m viewers tuning into the show since launch. Airing on Nicktoons last year, the series has continued to be a hit for the channel with viewership up year-on-year and on Channel 5, the programme’s reach has also increased. Off air, the series is currently available to watch on Netflix, Google Play and a number of other on demand services in the UK and across the globe. It’s the wide appeal, and reach, of the animated series that Nickelodeon credits with making the accompanying toy line a smash hit. “While the Teenage Mutant Ninja Turtles range appeals to kids as

stand-alone products, and although parents will make purchasing decisions based on their own interest in the product, the real success behind the toy line is the presence of the

Themes from the show feed directly into the work of the product development team. show on air which gives it a huge level of exposure,” explains Marianne James, vice president, consumer products UK and Ireland and European retail sales and marketing at Nickelodeon Viacom Consumer Products.

“Kids who watch the current series and are fans of the show will be more likely to buy into the consumer product range and play with toys that link directly to what they see on air. We all know that kids’ interests are varied and ever changing, so the series having a regular time slot allows the brand to stay front-of-mind.” Nickelodeon has also gone out of its way to ensure that the toy line and the animated series are intrinsically linked, with themes from the show’s creators feeding directly into the workings of the product development team, something James explains is apparent with the upcoming season four. “Fans will see the Turtles leave New York City and travel to Kraang’s home of Dimension X,” says James. “With the Turtles now in

space and seen wearing space suits, the new Metal Mutants toy range, set to hit shelves this year will complement this theme and give kids the chance to interact with the toys in a brand new iteration. “Alongside these themes we are also continuously developing new fast fashion packs and style guides in order to help link product development with themes from the show.”

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TMNT FOCUS

Turtles and toddlers

Thanks to Half Shell Heroes, pre-schoolers aren’t missing out on any TMNT action. Billy Langsworthy talks to Marianne James, vice president, consumer products UK and Ireland and European retail sales and marketing at Nickelodeon Viacom Consumer Products, about adapting the Turtles for a younger crowd

What makes the Teenage Mutant Ninja Turtles a great fit for the pre-school sector? Historically, the Teenage Mutant Ninja Turtles franchise has appealed to boys aged six to 11, with the main themes of the show focusing on action, adventure and brotherhood. As a winning formula for boys, it was discussed that the core components of the show could appeal to a pre-school audience too if the show was adapted visually and the combat was toned down. So work began to transform the Turtles into brighter and friendlier looking characters with rounder edges for a softer visual appeal for the preschool market. Half Shell Heroes gave rise to the perfect platform from which pre-schoolers can interact with the Turtles and as they grow up, they can move onto the core animation series. www.toynews-online.biz

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The new segment to the brand also resonates strongly with mums who are now able to purchase a brand with nostalgic appeal to them, but feel confident that the preschool version is one they are comfortable allowing their kids to play with. How has the Half Shell Heroes toy line performed since launch? The unprecedented success of the Half Shell Heroes toy range has taken the pre-school toy market by storm. Given that at the launch of the range, kids and parents had not seen any content relating to the toys, the strength of the Turtles franchise alone created an immense level of interest. With just over a year of sales the brand has taken over £1.4m at retail and according to NPD data is the number one new

pre-school property in action figures which is an incredible achievement. The success of the toy range can really be summarised by the fact it appeals to a brand new audience and the toys have

Half Shell Heroes has taken over £1.4m at retail in just over a year.

Marianne James, Nickelodeon Viacom Consumer Products not taken away sales of the core animation range. How was the TV special received last year? We aired the Half Shell Heroes TV Special, Blast from the Past, at the end of January. The content

gave fans the first glimpse of the Half Shell Heroes in action as they were transported back to the prehistoric ages and must battle their way through Dinosaurs and Triceratons in order to find their way back home. With a storyline far removed from the core Turtles animation, the show was able to appeal to preschooler’s with an action packed yet light-hearted feel. On air the show outperformed the slot average by over 11 per cent, a strong result for a new one off episode of an animated show. Coming up next will be the launch of the DVD as well as plans for a further special and short animation sequences that will be used to support the product range on air and across digital platforms too. Do you think the Turtles can become a major player in the pre-school market? Our pre-school portfolio has

grown rapidly over the past couple of years and has been able to do so because each brand has a very clear and different proposition that makes it unique both on air and from a consumer product perspective. Currently there is no other pre-school property that offers consumers with something similar to the Half Shell Heroes. As characters they are unique in style whilst being humorous and lighthearted. With the strength of the Turtles franchise behind it, the brand is trusted and loved by parents, which has helped to strengthen its position within the preschool market. Over the next three years, you will see continued investment from us and product development across a number of new categories to ensure the expansion of the brand within the preschool market for many more years to come. March 31

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TMNT FOCUS

The fifth Turtle

Surge Licensing president Mark Freedman discovered the Teenage Mutant Ninja Turtles in a comic back in 1986 and was able to steer the property into a $3bn brand, eventually selling the IP to Nickelodeon in 2009. Here, Billy Langsworthy talks to Freedman about how he earned the tag as ‘the fifth Turtle’ When did you first become aware of the Teenage Mutant Ninja Turtles? I discovered the black and white comic back in 1986. Somebody whispered the name in my ear and said ‘check out the comic’. I’ve always been a name person and when I heard the title, I had to check it out. I did and I got the names of Kevin Eastman and Peter Laird, the two comic book artists, and they had a studio called Mirage Studios. How did you rate the potential of the brand? I was so excited about it, but it didn’t look like the toys you see today or the toys that existed back in 1988. The drawings were pencil sketched and very angular and a bit more mature. For the kid’s space, we had to soften them up a little bit and Eastman and Laird was okay with that. The characters were just too edgy for the toy space at that time. I met the guys and I knew we had to do toys first, but to drive the toys I had to do entertainment to sell the backstory.

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The head of marketing at Playmates Toys at the time was Richard Sallis. I sold Richard on the concept and he loved it. He was a seasoned toy guy and he knew the play pattern was there. It was a miracle that it all came together but Eastman and Laird, without knowing anything about toys, created a roadmap for the action figure line. Each Turtle had its own unique weapon and there were vehicles, it was all there. This was all done on very low budgets and not with big companies like Mattel or Hasbro. We all had to work hard, chip in and make it happen. The five part miniseries we did attracted the attention of Group W Westinghouse who then ended up financing our syndicated series. They loved it. How did the toys do? The toys first sold in KB Toys in the US and they sold really well. There was a lot of pent up demand. The books were out there being read by fans and the mini-series had already aired. It then just took off.

How important were toys in making the Teenage Mutant Ninja Turtles into the brand it is today? Big companies will produce shows for all kinds of reasons, but in order for me to be taken seriously and because it was so toyetic, we had to do toys first. I knew if I could get a master toy partner on board, I could take it from there, and that’s what

I knew the name Teenage Mutant Ninja Turtles would be a media magnet. Looking at the brand now, we have new toys, new TV shows and new movies. What are your thoughts on where the Turtles are now? When you look at the world in the late Eighties/early Nineties, the universe was so big and today, the universe is even bigger.

I’ve always been a name person and when I heard the title, I had to check it out.

Mark Freedman, Surge Licensing happened. I didn’t just wake up and do this. I have a long career in the toy business. I worked at Leisure Concepts for Stan Weston, the creator of G.I. Joe. After that I worked at HannahBarbera, so I was involved in the animation business too. So it wasn’t a random plan I had. I was a student of Cabbage Patch Kids, Transformers and My Little Pony and all of these great brands. The main lesson I took was from Cabbage Patch Kids because the media really grabbed hold of it.

The possibilities of where you can take a brand today keeps expanding. Nickelodeon has an amazing IP that is multigenerational and it is doing everything it can to create touch points across the generations. People said I was the fifth turtle and that without me it wouldn’t have happened, and I don’t want to sound conceited, but probably not. People say it’s 99 per cent perspiration, one per cent inspiration. They had the inspiration, but I was the

perspiration. I knew it was a brand that could be iconic. When I see what Nickelodeon is doing with it today, I think it’s brilliant and I’m thrilled for them. Nickelodeon had the ability to take the brand to places I wouldn’t have been able to and that didn’t even exist before. I would never have thought of the Turtles going into pre-school. I mean the original Turtles movie was a date movie. But the Nickelodeon team is doing a truly brilliant job and from the sidelines, I can smile. And ‘the fifth Turtle’ isn’t a bad title to have. Yeah, well there was once a fifth in the form of a female Turtle in the Ninja Turtles: The Next Mutation series, but it was a bad idea. Her name was Venus de Milo. The head of Fox Kids, said ‘we have to offer something different, how about a female Turtle?’ We needed a new show and I said we should try something different. It was one of the more dubious things we did that we’re not overly proud of. But we did challenge ourselves to be as broad and expansive as possible.

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SPONSORS

Licensing People Awards 2016_v6.indd 1

The Licensing People Awards are the UK’s only licensing awards to recognise the individuals and teams that have nurtured and established brands over the past 12 months.

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INDIE RETAILER FOCUS

Captain Neil’s Toy Chest Having just celebrated its fourth birthday, Captain Neil Waite from Captain Neil’s Toy Chest tells Jade Burke how Shopkins has been a success for his business and why he chose a pirate theme for his store Tell me a bit about your business and how the store began? Back in the summer of 2011, my wife Edita and I decided to open our own toy shop. We had no experience so it was quite scary at the start, finding suppliers and different toys to what you can get in most stores, but after four years I absolutely love it. Edita moans at me most nights because I’m usually on the laptop looking at new goodies for the Toy Chest while pretending to listen to her – oops. What types of toys do you stock in store? We like to take our customers on a trip down memory lane so we have lots of traditional toys, such as jack in the boxes, spinning tops and kaleidoscopes. Then we have old-fashioned games like Snakes and Ladders and Ludo. We have a large range of wooden toys including Hape, Orange Tree, Melissa and Doug and Indigo Jamm. We stock soft JellyCat plush ranges along with Ty, Aurora, Rainbow Designs and Manhattan Toys for retro characters Garfield, Moomins, Gruffalo, Paddington and Fraggles. We have many dolls and action figures in-store too, with the likes of Barbie, Lottie and Gremlins. What do you look for when sourcing new toys? Something that looks fun and gets me excited – maybe because it takes me back to when I was younger – and most importantly, something a little different to what you’ll find in the local supermarkets. Your store has been inspired by pirates, why did you opt for this theme? I’ve been rocking the pirate look for some time www.toynews-online.biz

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now – the bandannas and facial hair, I haven’t got to wearing an eye patch just yet though, and my wife always called me her ‘captain’ so that’s sort of where the name comes from. The kids seem to really dig it, and it’s quite often after shop hours when I’m out doing my shopping I’ll get a few ’aye, aye captains’. What was your bestselling product last year? Without a doubt Shopkins has been huge for me, I simply can’t keep up with the demand from my customers. I put them in my shop window on display and kids spot them and go crazy for the toys. It’s like the band One Direction is in my store window. Tell me a bit about your charity toy swap event in aid of the NSPCC?

We held this event during our first year. We charged a small fee to each person taking part, and all of the money went to the NSPCC. Each person could bring up to 10 toys and get a voucher for each one, and once all the toys were collected, each person redeemed their vouchers

Now that the dark evenings are here and the temperatures are getting lower, I think more people are likely to sit in with their loved ones and do a jigsaw. I stock Ravensburger, House of Puzzles and Gibsons, who I run a loyalty card scheme with where customers can buy six

Shopkins has been huge for me. It’s like One Direction is in my store window. Neil Waite, Captain Neil’s Toy Chest

by collecting ‘new’ toys. We raise more now for charities with in-store events. You also specialise in jigsaw puzzles. How popular are these? Jigsaw puzzles are still very popular with my (I like to call them jiggy) customers.

puzzles and get their seventh free. What is having the biggest impact on your business? We’ve got a lot of the discount stores and charity shops here in Wellingborough, so it would be nice to have a few more

‘proper’ shops open to entice people to shop here. How do you engage with your community? We use Facebook and Twitter where we keep our customers up to date with new arrivals, offers and events. We also just celebrated our fourth birthday and advertised it on Facebook, and we got a really good response and everyone seemed to have a good day. What plans do you have for the future? We moved premises in November last year, and we are now located more centrally in town and have more than doubled our shop size. Plans are to keep growing and learning, and to hopefully keep putting smiles on those faces that come in the Toy Chest. March 45

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SECTOR GUIDE: DRONES

Attack of the drones Drones are fast becoming a staple toy for kids to engage with, and with more and more vendors jumping on board, it seems these tech toys are here to stay. Jade Burke has a look at what the market has to offer FLYING TOYS

Following the success of the Bebop Drone 2, the latest Parrot Disco launched at CES 2016 and is the first commercial ready to fly fixed wing drone with an HD 1080p camera. The device features a sophisticated autopilot software to make it easy

to fly using a smart device, plus it also comes with a conventional remote control or Parrot Skycontroller, with an automatic take off, return home and landing facility. Designed with robust, detachable wings for easy transportation, and capable of almost 50mph using its

electric motor driving a 20cm diameter propeller, the Parrot Disco delta wing drone weighs 700g for maximum speed and agility. It will also fly for 45 minutes with the 2700mAh Lithium Polymer battery. The Parrot Disco Drone incorporates a forward

facing 14MP 180 degree fisheye camera with threeaxis digital stabilisation for taking the clearest pictures, plus, real time video is included, which provides a birdâ&#x20AC;&#x2122;s eye view when using the Skycontroller combined with compatible first person view glasses.

It also offers live streaming of telemetry and flight data, and is programmable with a Flight Plan app, that will be available separately. Customers can contact Flying Toys for the price and availability later this year. 01702 295110

FLAIR Flair is showcasing its highflying offering with the Hovertech, which it says provides the ultimate airborne battle target game where children can test their marksmanship with state of the art flying drones. The multiplayer HoverTech Battle FX comes with a drone, two blasters, six darts and a charger. www.toynews-online.biz

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Userâ&#x20AC;&#x2122;s can simply load the blasters and launch the drone, with the aim to hit the targets located on the drone to shoot it out from the sky. The HoverTech Battle FX has three game modes: single player, practice and battle mode. The Smart Target Technology sees the most successful player hitting the weak spots and bringing the drone down. The drone flies approximately 1.5 meters above desk surface and also comes packed with an altitude sensor to enable outdoor play. 0208 643 0320 March 47

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SECTOR GUIDE: DRONES REVELL New drone releases this spring include the Steady Quad Cam with an automatic height setting function, which allows users to focus on their

manoeuvring skills, while an on-board camera allows for steady, high definition pictures and video. The Pure drone is perfect for beginners as it comes with a height setting function and crash-proof frame, while the Nano Quad Cam is the latest evolution of the award-winning Nano Quad, featuring an onboard camera. More innovative drones are planned later this year, including the Navigator GPS Quadcopter FPV with return to home and follow

me function, while the Quadcopter Quadrotox will be available either as a standard sports quad or as an FPV version. The current range of drones caters for all ages and abilities, from the mid-size Quadcopter Funtic for beginners, with three speed levels and protective guards, to the Quadcopter BackFlip 3D for advanced pilots, with a 180 degree function to fly upside down. The multi-award winning first person view drone has been upgraded with the WiFi Quadcopter X-Spy 2.0, and comes equipped with a camera to instantly stream video or pictures to a user’s Smartphone via WiFi. Meanwhile the Multicopter Nano Hex is ideal for beginners and indoor flying, with a six-axis gyro for smooth and stable flight, plus the multi-award winning 2.4GHz Nano Quad is tiny, yet its GHz technology matches the quality of larger models. 0845 459 0747

FLYING GADGETS

After another year of record growth throughout the drone market, innovation is going to be key to maintain and increase market share, according to Flying Gadgets. As one of the UK’s quadcopter suppliers, the team at Flying Gadgets has expanded its portfolio to tap into this lucrative market. 48 March

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The company has now forged a relationship with Flycker to be its key UK distributor. This brand has made a big name for itself in its native China this past year and Flying Gadgets is bringing the company’s wares to the UK. This super-agile range of quadcopters are aimed at

drone-flyers looking to take their flying skills to the next level and includes the Vision 260, a race-ready drone. “It’s really exciting to see how this market has both grown exponentially yet appears to show no sign of slowing down,” explains Josh Farleigh, managing director of Flying Gadgets.

“We’re seeing an increasing number of newcomers looking for more and more professional level machines – including those who previously wanted unadulterated fun flying machines with very few frills, as well as pilots looking to upgrade to the next level.”

From the company’s latest X-Water drone – which can take off, land in and take video footage from water – to palm-sized indoor drones, race-ready machines and those able to capture video footage in 4K ultra HD, Flying Gadgets says it has every user’s needs covered. 0844 209 2626 www.toynews-online.biz

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The Ultimate Delta Wing Camera Drone from the UK's Leading Distributor!

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SECTOR GUIDE: DRONES WOWWEE New from robotic toy vendor WowWee, R.E.V. AIR is the innovative new launch following 2015’s

award-winning R.E.V. (Robotic Enhanced Vehicle) battle-game platform. R.E.V. AIR takes the artificial intelligence (AI) play arena from the ground into the air. For example, players can pitch their combat skills against the R.E.V. vehicle or the R.E.V. quadcopter drone. Equipped with cuttingedge artificial intelligence, R.E.V. Air is hardwired to outwit, outplay and outlast players on the ground and in the air.

Featuring the latest technologies in both Beaconsense Artificial Intelligence and Flight Control Systems, the R.E.V. Air app-based flight experience allows players to take on a friend, or attempt to outwit a series of virtual drivers in a battle against artificial intelligence. Users can fly the R.E.V. drone to battle an AI driven R.E.V. car, or be chased in the real world by an AI flown R.E.V. drone with the capability to attack, fire virtual missiles and swarm at the player’s R.E.V. car. The AI flight experience has been designed autonomously so players can focus on the real-world game play. R.E.V. Air will be available from WowWee from summer 2016 for around £149.99. The launch will be supported with TV advertising, PR campaigns and consumer event demos engaging with audiences via TV broadcast, YouTube and social media. 01295 711588

BLADEZ TOYZ For the last few months, Bladez Toyz says it has been working on bringing the ‘fun factor’ back into the world of drones. From gadgets to high-spec quadcopters, Bladez says it has customers covered. Introducing the new Cage Walker Drone, the ultimate indestructible quad is capable of driving on the floor, up walls, and flying at the touch of a button. Surrounded by a cage-styled suspension, the Cagewalker is a great indoor drone as the surround softly pushes the drone away from impact, making the drone bounce away from danger. Self-righting technology also turns the drone back to an upright position. Another new addition is the Bladez Vision Drone. Complete with easy to use controls, this Quadcopter comes with an on board video camera, ready to record at the touch of a button. Users can also make use of the included USB to upload videos. 50 March

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For the more experienced pilot, The First-Person-View (FPV) Drone serves as a ‘next-step’ product for users looking to further their flying skills. It’s the first of its kind to be designed by Bladez Toyz, and its handset will feature a built-in screen, which will enable users to experience the view from their drone during flight. These flights can also be recorded so users can relive the journey over and over again. Boasting a range of up to 150 metres, the possibilities are endless. And finally, the Bladez Mycropodz Quadcopter is also available in the range, which has been designed for any beginner pilot. Its clever handset features a store and charge feature, and flaunts a neon design. It also boasts 2.4Ghz controls, and comes with a range of up to 100 metres. All of these models are available to order this summer, and are suitable for both teens and adults. 02392 658 259 www.toynews-online.biz

2/23/16 09:58

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SECTOR GUIDE: OUTDOOR TOYS

Adventure time The great outdoors; since the early days of man it’s been our desire to explore it. And thanks to the latest trail blazers of the category, kids can join in the adventure too. Robert Hutchins discovers what’s on offer MV SPORTS 2016 marks a big year for MV Sports as the firm unveils a roster of eight new licences, a refresh to seven popular lines and the launch of two new outdoor brands. The firm’s flagship preschool brands, Thomas & Friends and Peppa Pig, have had a makeover ready for the year ahead and it’s one that has already been met with ‘strongly positive’ retailer feedback. Each range boasts a selection of bikes, trikes, scooters, ride-ons and helmets for a new generation of fans to enjoy and even sees the return of Bob the Builder as he joins the outdoor toy market alongside pre-school favourites Noddy and the much-loved Teletubbies. A new line of scooters and accessories lead this charge includng the Po Scooter and Po helmet, based on those seen in the new show.

HASBRO For Hasbro, spring and summer can only mean one thing: it’s Nerf time, and true to form, the toy giant has detailed an extensive line of blasters ready to bring the action this year. The Nerf Doomlands Vagabond Blaster takes kids to the world of the Doomlands, a post apocalyptic future in which survivors must fend off raiders and monsters. The Vagabond includes pump-action blasting to unleash six darts in a row and is available now. Meanwhile, the Nerf Modulus Recon MKII Blaster is a fully customisable four in one balster, compatible with the Nerf Modulus. Kids can modify it with the stock and barrel extension to create four variations.

Of course, that’s not all MV Sports has to offer from its already formidable preschool line-up as the firm introduces a new range of bikes and ride-ons inspired by the 2015 hit pre-school series Paw Patrol. It will be joined by a wheeled toys and inflatables range based on this summer’s Disney-Pixar movie Finding Dory. Bolstering the company’s licensed portfolio further still is a line of Shopkins wheeled toys already said to be ‘flying off the shelves.’ MV Sports now hopes that its Trolls collection, released in anticipation of the DreamWorks movie, will enjoy the same fate. Star Wars, Batman and The Avengers are pipped to be popular choices for boys this year, and MV’s range of tie-in skateboards, helmets and scooters will deliver an ‘alternative evergreen’. 0121 748 8000

LEAPFROG

Elsewhere, with the tagline ‘It’s Nerf or Nothin’ the Nerf N-Strike Dual Strike Blaster presents a compelling option to get kids pumped with the attitude the Nerf brand encompasses. Users can battle with the Dual Strike blaster from Nerf, and blast the competition with double the impact.

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You can also choose between Elite darts and Mega darts. The Nerf line wouldn’t be complete without the real bow action of the Nerf Rebelle Wingspeed Bow. This bow can fire arrows up to 80-feet with arms that fly open and close like wings as you take aim. 020 8569 1234

LeapFrog’s LeapBand is billed as the ‘first ever wearable activity tracker for children’, and is designed to encourage active play and healthy habits, all with the aid of a friendly, virtual pet. Whether it’s jumping like a kangaroo or wriggling like a worm, the LeapBand engages kids with fun activities to play indoors or out and comes pre-loaded with a whole host of challenges that can be set up via LeapFrog Connect. The LeapBand also allows kids to play on-screen

games such as Pet Chef and Pet Parlour and earn energy points to help them move up through the levels and receive rewards for their own pet. Other features include a built-in accelerometer, high resolution colour screen, rechargeable battery and a splash proof design. It also doubles up as an analogue and digital watch and allows parents to set a school and night time mode. Supported by Olympians Beth Tweedle and Greg Rutherford, the LeapBand carries a £29.99 price tag and is available to retailers now. 01895 202 840 www.toynews-online.biz

2/23/16 09:28

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09/02/2016 2/18/1609:10:51 14:54

SECTOR GUIDE: OUTDOOR TOYS HY-PRO Hy-Pro launches into 2016 with an exciting new lineup of products joining the already popular Flyte brand. Flyte aims to combine the fun of a rock ‘n’ roll scooter with the functionality of a

SPIN MASTER piece of luggage and a pullalong trolley case with five designs to choose from. Each Flyte scooter is available in midi size and features a PU foam case boasting a 25 litre capacity.

2016 will see the new Mini Flyte take off in the run up to summer. Billed as the smaller sibling to the original Midi Flyte, the new launch features a soft EVA foam case and new designs, such as Sid the Cyclops. The Teen Traveller is for an entirely different market, and one Hy-Pro is keen not to overlook. With plans to launch its maxi model later in the year, it won’t be an underserved market for long. The ‘big brother’ of the Flyte family will be a bigger, more grown up model, appealing to the more mature market. And the company has plans to take the range further still, as Flyte makes preparations to branch into backpacks. The Flyte Backpack Scooter allows kids to dismantle their scooter and fit it neatly inside the backpack alongside their belongings. The new additions will join the Flyte family in time for autumn/winter this year. 01582 670 100

When it comes to outdoor toys, HTI houses some major brands, as well as its own developed designs with wheeled ranges and bubbles for children of all ages. As a major wheeled toy manufacturer in the UK, HTI further broadens its portfolio with a new line-up for spring/summer 2016 from one of the world’s most recognised movie franchises, Toy Story.

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Elsewhere, and coinciding with the upcoming launch of the blockbuster title Batman V Superman: Dawn of Justice, Spin Master introduces the new replica RC Batmobile. With brushed metal detail and responsive linkage steering, the new launch is expected to ‘breathe new life in to the RC market’. 01628 535 000

HTI

TOBAR

Tobar is roaring onto the outdoor toys scene this season with the reintroduction of the Turbospoke from Tomax. Having scooped the Dad’s Choice Award for Best Outdoor Toy 2015 and hitting 30 million views on YouTube, Turbospoke makes its return this year. Tomax is now looking towards retail expansion in the UK and Ireland under a new agreement with Tobar. The Turbospoke Bicycle Exhaust System transforms any bike to give the

Spin Master leaps into the outdoors with new additions to its Air Hogs brand, with the 360 Hoverblade and the RC Batmobile. The new 360 Hoverblade has been labeled as ‘the perfect remote controlled toy to take to the skies both indoors and out’. Kids can throw it into the air and watch it take flight in a boomerang motion.

look and sound of a real motorbike. Using plastic sound cards held in the revolving bicycle spokes, Turbospoke generates realistic engine sounds. These sounds are then amplified through the realistic megaphone exhaust pipe, plus it is 100 per cent pedal powered. Turbospoke is the first in a new range of toys from Tomax and joins a collection of outdoor toys from Tobar that includes inflatables, blasters and more. 0844 573 4299

The Toy Story wheeled collection includes scooters, bikes, skates and a Go Kart all aimed at kids aged two to seven years old. Meanwhile, HTI’s Ultimate Spiderman wheeled toy offering continues to perform and features imagery of the superhero across a collection of toys targeting different age ranges and price points. Hero to the line is the Ultimate Spiderman Go Kart

followed by the Balance Bike that joins a portfolio of 14-inch bikes, skateboards, scooters and more. Elsewhere, Disney’s Frozen continues to prove a popular property and HTI’s range of Frozen themed wheeled toys brings the brand to the outdoors as it presents a range of Frozen Training Bikes, ten and 12inch bikes, quad skates and three wheel scooters. New for spring/summer, HTI introduces the Olaf Move ‘n’ Groove Scooter, while for older kids, the new 14 and 16-inch bikes, inline scooters and skates all make their debut. Sticking with Disney, and HTI’s Disney Fairies line has been refreshed with new colourways and artwork. Completing the line-up is HTI’s own brand Ripp, a range of high spec scooters and accessories for kids aged six and upwards. The R500, R900, Pro Series and Dirt Rider all feature this spring/summer and beyond. 01253 775 684 www.toynews-online.biz

2/23/16 10:04

Outstanding Outdoor Toys!

Splash Timer Game

Superhero Water Blaster

100 Water Balloons

Great Ormond Street Hospital X9 Flying Car Children’s Charity Spa ce Hopper*

*Tobar Group Trading Ltd has pledged to donate 10%** of the sales proceeds plus VAT of every ‘Hop for GOSH’ space hopper sold to Great Ormond Street Hospital Children’s Charity (Registered charity no. 1160024).

Get in touch with us TODAY to secure your stock! 01603 397 105

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**As part of our partnership a minumum of £50,000 will be donated to Great Ormond Street Hospital Children’s Charity Untitled-1 1

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SECTOR GUIDE: OUTDOOR TOYS RE:CREATION Re:creation is no stranger to the outdoor toy sector and having taken to Toy Fair to showcase Razor’s ‘year of innovation,’ it is looking to sweep the market with a major raft of new rides.

BANANAGRAMS Looking to raise the bar in its field, Razor has introduced new Power Core hub motor technology, which will now be applied to the RipStik Electric range, as well as a new member of the Crazy Cart family, the Crazy Cart Shift. The Crazy Cart Shift sees riders use the steering wheel and variable speed accelerator pedal to achieve a drifting action, and powered by the new Power Core hub motor, Crazy Cart Shift offers a value price point to complement the Crazy Cart offering. Meanwhile, the Razor Power Core E90 and Power Core E100 electric scooters offer doubled riding time and higher torque, packed in a lighter weight design. Re:creation will roll out a marketing programme throughout the year that will demonstrate the firm’s commitment to TV investment and marketing. Elsewhere, RipSurf is a new creation from Ali Kermani – the man behind

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Bananagrams is exploring the great outdoors with a new supersized version of its hit word game called Jumbo Bananagrams. Whatever the weather brings this spring/summer and beyond, Bananagrams promises to deliver hours of worldplay fun to fans of the game, as this large-scale version of the game bills itself as the ‘perfect game for family outdoor play in the garden, at the beach, in the playground or in the park, or just in the home or the classroom’. Jumbo Bananagrams – priced at £49.99 – is

a giant version of the original anagram game and features 144 three-inch waterproof tiles, each one washable and flexible. In addition, the set comes in a giant, banana-like yellow tote bag. The company explains: ‘Liven up any family barbecue, day trip to the seaside or beer-garden lunch with this giant outdoor word game from Bananagrams.’ The Bananagrams range is distributed throughout the UK by Winning Moves. Winning Moves: 0207 298 9500

and propel them up to 30 meters in height. Elsewhere, kids can throw a disc and catch a ball with Phlat Ball, while the Wubble

Bubble Ball is like no ball ever before. It’s squishy and stretchy and can be caught, wacked and even punched. 01483 449 944

VIVID

LEARNING RESOURCES

This season sees Learning Resources take science to the outdoors with new additions to its Nancy B’s Science Club roster. Each set comes with a 22 page illustrated journal full of experiments and facts. The line includes the Bug Discovery Lab, The Garbage to Gardens Compost Kit, the Way to Grow Hydroponics kit and the Mighty Microbes Lab.

the Crazy Cart – and is set to hit various retailers this spring. The ride-on employs caster board technology to deliver a ride that promises the closest experience to real surfing, on land. The RipSurf is joined by the RipStik Electric, a lightweight ride featuring Power Core hub motor tech. Razor’s S Sport scooters have led the category as its number one branded kick scooter in 2015, and this year the S Sport Spark aims to blaze a trail in the category too. The firm will also be expanding its Razor Junior portfolio with the introduction of four new junior scooters. Following in the footsteps of 2015 light-up launch, Party Pop, pre-schoolers can now get their share of the pavement party action with Lil’ Pop and Lil’ Tek. Re:creation will support the new line-up with TV and online advertising. 0118 973 6222

The Bug Discovery Lab contains all the materials for kids to explore the world of insects, meanwhile, the Garbage to Gardens Compost Kit introduces life cycles and composting. The Way to Grow Hydroponics Kit helps kids make natural discoveries, while the Mighty Microbes Lab explores the concepts of bacteria and fungi. 01553 819 330

Vivid is stepping outdoors this season with the new Harry Kane football inspired toy range, featuring the Skills Ball, Volley Blaster and Goal Blaster, all designed to help budding footballers develop co-ordination skills. The Volley Blaster – priced at £9.99 – is a boot shaped hand held device with a deployable ball to practice keepy-uppies with, while launching later this year, the Goal Blaster – at £24.99 – is an interactive door-mounted goal. With a poseable keeper, kids can set up the spot kick and see if they can beat the goalie. It also includes goal line technology and over 15 sounds of the crowd cheering as they score. Away from football and new for autumn/winter 2016, the Paper Plane Shooter (priced at £16.99) is a motorised launcher that fires paper planes indoors and out. With the rapid fire mode, the blaster can launch five planes in quick succession

www.toynews-online.biz

2/23/16 10:03

The Start of Every Adventure!

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SECTOR GUIDE: OUTDOOR TOYS JOHN ADAMS

John Adams Leisure continues to expand its INTEX outdoor toys range with a roster of new goods. New for 2016, the Rainbow Ping Play Centre is perfect for outdoor family fun. The centre features a water slide, wading pool and water sprayer as well as three games for kids to play: a ring toss game, a ball roller game and a ball game complete with six eight centimeter Fun Ballz. Meanwhile, dinosaur fans will enjoy the Dinoland Play Centre, a Jurassic themed activity centre boasting a

SAMBRO

moveable Dino arch sprayer that connects to the garden hose, as well as Dino Hoops and a Volcanic Ball Roller game. For exhilarating pool play, the Water Gun Plane ride-ons feature a propeller style plane design and include a toy water gun. The Puppy Dog Ride On is also joining the INTEX rideon portfolio for 2016. Elsewhere, the INTEX beach balls have had a make-over for 2016 and now feature colourful characters inside the ball. 01480 414 361

Sambro is showcasing a wide array of outdoor toys across its licensed portfolio with hit properties including the likes of Paw Patrol wheeled toys, skates, scooters and helmets. The range focuses on the favourite Paw Patrol characters from the TV show and boasts the three wheeled and tilt and turn scooters. The range of licensed summer outdoor products features arm bands, swim rings, beach balls and goggles across multiple licences including Minions and Disney Princess, as well as Star Wars. The impulse price point selection of outdoor toys also includes a range of licensed space hoppers, bop bags, bop gloves, skipping ropes and more. ‘This year, we have expanded our outdoor toy offering to cover multiple price points so have everything from wheeled to pocket money items,’ states the firm.

D’ARPÉJE

FLAIR

When it comes to outdoor toys, GP Flair has a mix of brands designed for the energetic youngster in mind. And leading the line-up of products this year is the Zoingo Boingo and the two in one Jump Dancer. New for spring, the Zoingo Boingo aims to deliver flexible freestyle fun. This variation of the traditional pogo stick pivots on a super bounce ball connected 58 March

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‘Licensed outdoor ranges cover Disney, Nickelodeon, Hasbro and Universal so there really is an outdoor toy to suit every child.’ 0845 873 9380

to handles with a robust stretchy cord. Meanwhile, with the two in one Jump Dancer, one or more children can really get moving. This battery operated jump rope has two ways to play; hook one end to a washing line pole and you have a traditional skipping rope. Alternatively, set it up to spin on the floor, where the aim is to hop over the spinning rope.

With the football season now in full swing, kids can train to be just like their favourite footballing hero – or at least Lionel Messi thanks to Footbubbles. At the heart of the brand are the Footbubbles Socks. Designed to look like Messi’s latest boots, the fabric allows the wearer to play keepy-uppy with the unique bubble solution supplied. 0208 643 0320

This year has seen D’arpéje unveil its brand new patented product, the Funbee Family Scooter, aimed at taking the outdoor sector by storm. Since the turn of the millennium, D’arpéje has been developing a complete outdoor range with its own brand Funbee, offering high levels of creativity, quality and finishing. The firm lives by the mantra of putting the child, the teenager and even the parent at the core of its products, allowing it to deliver an array of innovative products each designed to meet the true needs of its audience. Nowhere is this more present than in its flagship Family Scooter. With its two in one function, the scooter has been designed to facilitate daily family outings and thanks to its double deck

and its four featured handles, the parent and child have their own place and space to skate safely. The scooter is also adjustable, foldable and arrives with a crutch, so all needs are met for day to day use. info@darpeje.com

www.toynews-online.biz

2/23/16 09:32

POWERING UP

IN 2016 THE ALL NEW

DOUBLE THE DISTANCE... DOUBLE THE RIDE TIME*! *compared with the classic E90 scooter

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2/12/16 16:31 12/02/2016 16:19

SECTOR GUIDE: OUTDOOR TOYS GOLDEN BEAR

TRENDS UK Created for little hands with big imaginations, the My First JCB range from Golden Bear is a colourful kids tough pre-school construction vehicle collection based on their real JCB counterparts. Brand new for 2016, the Stacking Stanley Mega Truck is the largest in the Big Wheeler range, standing as it does at 44cm long. The super-sized truck features six wheels and a pivoting chassis, as well as five different shaped blocks each designed for helping kids learn about different shapes and numbers. For more outdoor challenges, the Big Wheeler range also includes Joey JCB, Doug Dumptruck and Freddie Fastrack. These push along toys enable kids to create their own JCB adventures. Each character vehicle features chunky wheels and their own unique tools, which Golden Bear says is ideal for outdoor and indoor play. 01952 608 308

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New for spring from the Air Storm brand is the Firetek Zeon Bow, allowing kids to play in the dark. Meanwhile, the next big thing in bow technology, claims Zing, is the air Storm Z-Tek Bow featuring shorter bungees for faster firing and reloads. All lines will be available from spring 2016. 01295 768 078

CHARACTER OPTIONS

LITTLE TIKES Little Tikes kicks off 2016 with style following a year in which the firm enjoyed sell-out success across its garden play portfolio. Playhouses remain a core toy for the firm and this year Little Tikes continues to drive the category forward with the launch of the brand new Go Green Play House, priced at £296.99. The modern playhouse is filled with features and activities for children aged two years and upwards, while remaining eco-friendly. The playhouse even aims to teach youngsters about the environment and the importance of thinking green for the future. Little Tikes continues to flex its muscles in the rideon sector with the launch of the five in one Deluxe Ride and Relax Trike (£109.99), boasting all the features of the four in one version, but with innovative extras including a three-position reclining seat back, height adjustable canopy and ‘perfect fit technology’.

This season, Trends UK is getting in on the outdooring action thanks to a new line of crossbow style launchers developed by the US toy firm Zing Toys. Featuring a rapid lock, load and unleash launching system and impressive firing distances, Trends states that ‘hitting the target with a flash has never been so much fun’.

Meanwhile, the new Spinning Seas Water Table helps little ones find their sea legs by making waves with the interactive ferris wheel. Launch balls into the central tower and use the water mover to keep things afloat. The product joins a portfolio featuring Anchor’s Away Pirate Ship and Fish ‘n’ Splash Water Table.

The firm’s licensed outdoor range from Better Sourcing and Imperial Toys is growing for 2016 with inflatable ball pits and inline skates. Imperials bubble blowing range, featuring the push along Cozy Coupe Go Bubbles compliments the hero Cozy Coupe including Dino and Lady Bird. 01908 268 480

Spring is almost sprung and Character Options is welcoming in the new season with a new line-up of superheroes, each ready to explore the great outdoors. Called Flying Heroes, the line is a collection of airborne hover figures depicting some of the most popular characters from the DC Comics and Marvel universes, including the likes of Spider-Man, Superman, Batman and Iron Man, as well as Batman v Superman versions launched ahead of the new movie franchise landing this month. The heroes can fly into the air by pulling on the cord. The harder the cord is pulled, the faster the hero will spin and the higher he will fly, meaning the longer he will hover.

Flying Heroes are available for customers now and are supported with TV adverts. 0161 633 9800

www.toynews-online.biz

2/23/16 12:28

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SECTOR GUIDE: TRADING CARDS

House of cards With two brands celebrating their 20th anniversary in the trading card market, this year could mark an exciting one for fans. Here Jade Burke checks out what cards and stickers will be up for grabs in 2016 TRADING CARDS and stickers have long been known as a popular craze amongst kids and adults alike, and it seems these cards aren’t going anywhere soon. With ranges spanning football and Star Wars, to Yu-Gi-Oh! and Marvel, there is something for everyone to get stuck into. These collectables have also proved to be a real success for retailers and vendors over the course of the last year, with industry analyst NPD reporting that the Pokémon Trading Card Game (TCG) ranked in sixth place as the biggest

2016 also marks the 20th anniversary for the Pokémon brand, and with the company offering new product throughout the

year, this success could certainly grow even further. With the UEFA Euro 2016 taking place this year; no doubt trading cards based on the famous championship, including the official EURO 2016 Adrenalyn TCG and Sticker Collection from Panini will dominate sales. Plus, the fact that YuGi-Oh! is also celebrating its 20th anniversary, the market for trading cards looks like it will be bigger than ever. The big screen is also set to dominate this year’s market, as we will see

the release of a Batman v Superman Sticker Collection, while Disney’s new animated Zootropolis is also set to get its own sticker line. Meanwhile, other brands hitting the shelves this year include Shopkins, with Topps’ brand new Shopkins Trading Card collection. It seems football and feature films will continue to drive the success of the market throughout 2016, and now that we will start to see the popular collectable Shopkins turned into a card range, the market will no doubt continue its buoyancy throughout the year.

stunning products. Konami produces Booster Special Editions, containing three packs of nine cards. Similarly, the popular Starter Decks offer everything a Yu-Gi-Oh! Trading Card Game novice would need to get started – including a card deck and play mat.

With the Yu-Gi-Oh! cartoon showing via streaming services Kix and Netflix, Duelist Packs including those of Yu-Gi-Oh! TV monsters are also very popular with trading card consumers, while gifting is made easy with the Mega Tins that are on offer, supplying collectors with

various rare and soughtafter cards. In addition, Konami also organises local play events for fans to take part in, allowing official stores to host introductory sessions to attract new users or to host ardent duellists. 01623 889706 (Quick Play Events)

property in the entire games and puzzles supercategory for 2015. According to the analyst, Pokémon TCG made significant gains during the last two years with a growth of 34 per cent in 2014, and a further recorded growth of 56 per cent in 2015. Steve Buckmaster, MD of Esdevium Games, says: “We haven’t seen sales figures of this magnitude since it first launched in the UK. “The growth the Pokémon TCG has enjoyed over the last year or two has really elevated it to a position where we genuinely feel

every toy store should be listing it.”

randomly assorted cards of varied rarity. New types of Booster Packs are regularly released, adding new and interesting effects to the card pool of the Yu-Gi-Oh! Trading Card Game. Yu-Gi-Oh! Trading Card Game fans keep coming back and retailers have access to a range of

Both Pokémon and Yu-GiOh! are set to celebrate major milestones this year.

KONAMI As it enters its 20th anniversary year, the Yu-GiOh! Trading Card Game has sold over 25 billion cards globally, and continues to wow its growing fan base. Yu-Gi-Oh! started life as a manga strip created by Kazuki Takahashi, and was serialised on a weekly basis in Shueisha Inc’s Shonen Jump comic book from 1996. The series’ many characters and settings have since been implemented within the hugely popular Yu-GiOh! Trading Card Game, in which players create individual decks of cards and engage in duels with their opponents using powerful monsters, magical spells and traps. Konami, the exclusive publisher of the series, continues to release new structure decks and booster packs, adding more varieties of powerful monsters to allow ‘duelists’ to bolster their decks. Players construct decks containing 40 to 60 cards, and they can add to their decks in a number of ways. For example, Booster Packs are the most commonly-used way to add cards, containing nine 62 March

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SECTOR GUIDE: TRADING CARDS CLICK DISTRIBUTION There’s a smorgasbord of cracking trading card and sticker collections at distributor Click Distribution. First up, Topps is launching Match Attax Extra and with 2015/16 season proving to be the biggest season for the Match Attax brand in several years, Click Distribution says this collection is a must have for all football fans. Staying with Topps, launching this month is Star Wars Force Attax EXTRA TCG, Marvel Hero Attax TCG collection and the highly anticipated Shopkins Trading Card collection. In addition, Konami is launching the highly anticipated Yu-Gi-Oh! Premium Gold: Infinite Gold Collection, with each box containing 10 cards (four Gold Secret Rare cards and six Gold Rares). Meanwhile, Panini is set to launch the eagerly anticipated Batman v Superman Sticker Collection and Disney’s Zootropolis Sticker Collection.

The biggest collection of the year (which launched in February), will be the official EURO 2016 Adrenalyn TCG and Sticker Collection by Panini, both of which are

supported by a heavyweight and unrivalled media programme, which includes various national newspaper campaigns and a TV campaign that doesn’t just

target children, but mums and dads as well. Fans can also join the debate on social media by quoting #GotGotNeed, which has already resonated

brilliantly on social media sites such as Instagram, Facebook and Twitter for the 2014 World Cup, and will be repeated for EURO 2016. 01604 877888

The Pokémon Trading Card Game (TCG) saw recordbreaking sales across 2015, with NPD data (NPD Full Year 2015) recording 56 per cent growth from 2014. That growth looks set to continue further, as The Pokémon Company International marks a milestone year in 2016, as it celebrates 20 years since the first Pokémon games. The company is gearing up its year-long celebrations around the best-known Pokémon experiences, including video games, TCG and the animation. To celebrate the 20th anniversary, on top of Pokémon’s regular set releases, is a new monthly figure box – the Mythical Pokémon Collection. Every month a new box will launch, dedicated to a different Pokémon and featuring two exclusive Pokémon TCG: Generations booster packs. These boosters are not available through regular product, for example boosters, theme

decks and tins, making the Mythical Collection boxes highly desirable for fans. The Mythical Pokémon Collection will also contain a never-before-seen foil promo card, a character collector’s pin and a code card for the TCG online. Esdevium Games is also gearing up for the next key Pokémon release in May with the brand new Pokémon TCG: XY – Fates Collide. In the new trading set, two Pokémon worlds join together as the legendary Pokémon Zygarde arrives in many different forms. The game Fates Collide includes over 120 new cards, with five new Pokémon BREAK and 13 new Pokémon-EX, including three Mega Evolution Pokémon. In addition to Pokémon, Esdevium also supplies a range of trading card games to the toy trade, including Yu-Gi-Oh!, Weiss Schwarz, Magic the Gathering, Cardfight!! Vanguard and Future Card Buddyfight. 01420 59359

ESDEVIUM GAMES

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OBSERVATIONS OF A TOY INDUSTRY SURVIVOR

Jon Salisbury I HAVE long tried to understand what types of people become avid collectors, but thank goodness they do because collecting is a vital marketing tool in the toy business across the world.

Follow me on Twitter @jonsalisbury

This month, our columnist looks at the importance of collectors to our industry, and what products he has found himself avidly gathering over the years

which besotted my kids and caused mayhem nationwide as people sought the elusive cards and collectable discs. The new year sees the launch of annual spate of part works and it is no

The two ranges that created hysterical collector fever were Pokémon and POGS, both of which caused mayhem nationwide. I don’t necessarily think it’s gender specific but men and boys do seem to be the most susceptible. Using my own personal experience of collecting habits, I was certainly a big fan of soccer cards as a kid. More recently, I developed a love of bootleg live recordings of the post punk band Joy Division whose singer, Ian Curtis, hanged himself in 1980 aged just 23. Being a typical completist, I simply had to have every bootleg in existence and I was delighted when I managed to get a copy of a newly unearthed recording in the 1990s from an equally sad collector. That meant that I had all 33 bootlegs in existence. In toy terms, the two ranges that created hysterical collector fever were Pokémon and POGS, both of

surprise that Star Wars should feature this year, even if the Star Wars robot head collection on offer was pretty lame. Clear a space on your mantlepiece now. NOT. To collect the whole set would set you back an eye watering £600. My eldest once convinced me to buy a part work for him to build a tyrannosaurus rex. At the time, we lived opposite a newsagent so I was press ganged into giving in.

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

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