ToyNews 173 June 2016 by Future PLC

www.toynews-online.biz

No. 173 l June 2016

Retail l Licensing l Pre-School l Marketing 17 Toyish Our crowdfunding focus looks at a new line of kits that allow kids to create their own toys

20 Friend request A staple of the LEGO business, we shine a spotlight on the history of LEGO Friends

22 Plush hour Cardea Solutions MD Paul O’ Carroll talks us through the firm’s recent work with the WWF

30 Sin city Las Vegas Licensing Expo SVP Jessica Blue gives us the low-down on this month’s show

Bright sparks This month, we get our thinking caps on, talking to ThinkFun about their decadeslong crusade to help STEM toys take off, while putting the hottest toys in this burgeoning space under the microscope

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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 Julie Champness Designer jchampness@nbmedia.com Andrew Wooden Content Director awooden@nbmedia.com Mark Burton Managing Director mburton@nbmedia.com

WELCOME

CONTENTS

COMMENT

Regulars 06 08 08 09 10 14 17 58

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

Features 19 Interview: ThinkFun 20 Anatomy of a Blockbuster: LEGO Friends 22 Interview: Cardea Solutions 25: Preview: Women of the Year Awards 2016 Licensing.biz 27 News 30: Interview: Licensing Expo Pre-school 33 News Retail 37 News 38 ToyShop UK 41 Sector Guide: Arts & Crafts 47 Sector Guide: STEM Toys 53 Sector Guide: Dolls

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.

Beyond Infinity

ne of the biggest stories of last month was Disney’s decision to shut down its toys-to-life venture, Disney Infinity. The franchise will make its final bow this month with a Finding Dory play-set, leaving the toys-to-life space occupied by its founding father, Skylanders, and recent player, LEGO Dimensions. That said, it would be wrong to deem the fight for toys-to-life supremacy a two horse race. TOMY is developing a toys-to-life product with PlayFusion and Disney still has a horse in the race in the form of Playmation, set to hit the UK later this year. Elsewhere, Fabulous Beasts lands later this year, and sees you build a tower of animals on your tabletop and help them evolve in a digital world. The LA Times said it ‘completely reinvents the game of balance’, but to be fair, I said exactly the same about Rob the last time the ToyNews team took advantage of Be At One’s happy hour. Elsewhere, Immplay is launching its toys-to-life cauldron next year and Jumo is set to blend free-toplay mobile gaming with physical toys later this year in Infinite Arms. It’s important that we remain open to new tech and the fresh play experiences that these open up. While the demise of Disney Infinity is a blow, this space remains an exciting one (the sector was worth £129m in 2015), bubbling with creativity both from major players right the way through to start-ups determined to innovate in this space.

In a landscape without Disney Infinity, it would be wrong to deem the fight for toysto-life supremacy a simple two-horse race between LEGO Dimensions and Skylanders.

Contact: BLangsworthy@nbmedia.com

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NEWS

LEGO Disney Minifigures off to a fairy-tale opening A raft of iconic characters have been given a brick makeover as part of the company’s partnership with Disney, including Peter Pan, Buzz Lightyear, Alice, Captain Hook, Mickey Mouse and the Cheshire Cat BY JADE BURKE

fter LEGO debuted its brand new collection of Disney Minifigures at an exclusive event at the Disney Store in London, the toy company has reported that initial feedback has been ‘extremely positive’. Peter May, brand manager of Minifigures at LEGO UK, told ToyNews: “At the recent launch event the feedback from our media contacts was extremely positive – everybody is so excited to see which character they get.” The limited edition line boasts a series of characters from some

of Disney’s most iconic animated films, including Peter Pan, Aladdin, Captain Hook, Ariel, Alice, the Cheshire Cat, Genie and more. But May predicts that some of Disney’s more modern characters are set to cause a frenzy among fans of the Minifigures line. May explained: “Everyone has their favourites. There will be those that love the classics such as Mickey Mouse, but I’ve heard a lot of reaction over some of the more modern Pixar characters such as Buzz Lightyear.” Each of the Minifigures come in a sealed bag, so buyers will be

unaware which Disney character they’ll be getting their hands on, and when asked about the Disney partnership, it’s clear that May is pleased to offer fans such a range.

May continued: “Disney is one of our strategic partners and we like to provide our consumers with new ranges from the ever popular Disney and Pixar themes.” This new collection marks the third time LEGO has launched a licensed Minifigures line. Following the huge success of previous The Simpsons and The LEGO Movie collections, the company has hinted that more licensed Minifigure lines are on the way. “We always continue to bring exciting product to market so watch this space,” added May. The LEGO Group: 01753 495 000

SelfieMic to hit all the right notes with consumers, says Worlds Apart The company has combined technology and the ongoing trend for ‘selfies’ to create the SelfieMic, a tech toy which allows kids to sing along to their favourite songs and become the star of their very own music videos BY JADE BURKE Worlds Apart believes its new SelfieMic could be the next ‘big thing’ for the company. “Judging by the overwhelming response to SelfieMic, not just in the UK, but globally, we do think it’s going to be the next big thing for Worlds Apart, its distribution partners and its retailers,” Logan Stone, senior brand manager at Worlds Apart, told ToyNews. With its twist on a selfie stick, the SelfieMic works alongside an app, allowing users to create videos and sing along to songs.

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“When we first showcased the product in its earliest form in January we really didn’t know what to expect, but the reaction from distributors, retailers and consumers alike has been unbelievable,” added Stone Despite the SelfieMic being a tech toy, the company insists it still has a focus on traditional toys. “We are very aware of the need for balance between digital and traditional/active play for children, so whilst we bring helpful technology to SelfieMic, we absolutely focus on play with traditional toys.” Worlds Apart: 0800 389 8591

www.toynews-online.biz

16/05/2016 15:46

NEWS

Accentuate heads to US in PlayMonster licensing deal The firm is primed for further global expansion with deals across France, Germany and Spain also in the pipeline BY ROBERT HUTCHINS

he team behind the popular accent-guessing game Accentuate is continuing its plans for global expansion thanks to a new US partnership. The party game outfit, which triumphed on BBC’s Dragons’ Den last July, has teamed with toy and game specialist PlayMonster, who will distribute Accentuate across the US and Canada. The move has been described as a ‘big step’ for the team and the deal will open the game up to a new potential audience of 350 million people. Brokered by MacGill associations, a US firm made

up of Richard Gill (responsible for the international success of Trivial Pursuit and Pictionary) and Catherine MacMillan, the new deal is expected to help Accentuate boost its overall growth by 200 per cent on its 2015 earnings.

“This is a big step for us in the global market,” Graeme FraserBell, co-founder of Accentuate, told ToyNews. “This will increase the audience for Accentuate, increase growth by 200 per cent on 2015 and take us to about 45,000 units this year worldwide.” The new deal will now see the Accentuate game placed in the ‘very good care’ of PlayMonster, who will have the freedom to tweak the title for its US and Canadian audiences. “Even with the backing with Dragons’ Den’s Peter Jones, breaking the US market before this licensing deal was a challenge,” continued Fraser-Bell. “The process of licensing the game is an ideal scenario and we are in discussions with a licensing

partner in the EU to do the same across France, Germany, Spain and more.” Scott Flynn, VP sales and marketing at PlayMonster, added: “When we first played Accentuate in the office, we had a crazy fun time, so we are thrilled to help bring that laughter to game nights and gatherings.” Peter Jones, who owns a stake in the Accentuate business after the team’s successful appearance on the BBC show, concluded: “It’s great news that in the short period of time since investing in Accentuate Games, licenses have now been secured in arguably two of the most important territories: the US and Canada.” Accentuate: 0330 400 4162

Bandai eyes growth in girls’ space “Bandai is predominantly known as a boys’ action supplier, but we would like to re-enter the girls’ market and we now have the perfect opportunity to do this,” says Bandai’s Vicki Elmer BY JADE BURKE After taking over the distribution rights for doll brand Famosa at the beginning of 2016, Bandai has revealed it wants to put itself on the map within the girls’ market. “Bandai is predominantly known as a boys action supplier, but we would like to re-enter the girls’ market and we now have the

perfect opportunity to do this,” Vicki Elmer, product manager at Bandai, explained. As part of the distribution deal, Bandai will be marketing the Nenuco collection of scented dolls, including an interactive Newborn doll and Nenuco Makes Bubbles, as well as Nancy and Pinypon dolls. “Famosa’s record in Spain and its strong performance within dolls

proves we are joining forces with a company with great experience and expertise, which can only benefit Bandai,” Elmer continued. “Consistently a number one supplier, Famosa is recognised for its quality and we are very excited about working with them over the coming years.”

During the next few seasons, Bandai is planning controlled growth across the three brands. “It’s an exciting time and we look forward to seeing these brands grow this year and beyond,” concluded Elmer. Bandai: 01489 790 944

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

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June 07

16/05/2016 15:22

CAMPAIGN OF THE MONTH / PLAYTIME

Perudo

As this year marks the 27th anniversary of the game Perudo, Paul Lamond Games is readying its 2016 campaign with the first Scottish Perduo Championships. Here, the company reveals its success behind the evergreen game CONTACT: PAUL LAMOND GAMES, 0207 254 0100

erudo is a version of liar dice which is part-luck and part-skill, and playing well requires an ability to deceive, but also to detect an opponent’s deception. This year, Paul Lamond Games will celebrate the 27th year of Perudo, but what has given this game such a following and kept it in the public eye? Every year since 1990, Paul Lamond Games has hosted the World Perudo Championships. The Grand Final of the World Perudo Championships is played at the famous Groucho Club in London every autumn, and the evening, hosted by presenter Konnie Huq, is attended by around 100 celebrities, industry personnel

and qualifying Perudo enthusiasts every year. In 2014, to increase awareness of the game, Paul Lamond introduced regional Perudo events with the winner and runner up from each event qualifying for the Grand Final. To date events have been held in Glasgow, Bristol, London and Southampton, and have been a success with participants travelling hundreds of miles to be in with the chance of reaching the Grand Final. In both 2014 and 2015, the popularity of the London event was so high, registration was closed after 24 hours.

The 2016 campaign is about to get underway with the first event, the Scottish Perudo Championships, which are being contested on June 15th in Glasgow. There will also be further qualifying events in the Midlands and London in September. Perudo also has a number of celebrity fans, including Stephen Fry who has attended the championships on a number of

occasions. Siena Miller and Konnie Huq are also keen players and the game was also seen being played by Orlando Bloom in Pirates of the Caribbean: The Curse of the Black Pearl. There are no big TV advertising or press campaigns behind the success of Perudo – Paul Lamond believes the best way to get new players passionate about Perudo is to play it, so all activity is geared towards getting new people along to events and building relationships with them. All events are supported by PR and social media activity, with trade, regional press and TV coverage secured for qualifying events and the Grand Final.

Generation Media’s Lauren Coombs takes a look to see which brand was seen the most across the school Easter holidays Source: BARB 2016, Youth TGI

he kids are back to school, the chocolate eggs have been eaten and families daily routines are back to normal. But during those two weeks of childhood bliss, which brand was viewed the most and ensured their share of voice exceeded that of their competitors? If I think back to my school holidays, I spent a lot of time outside being carted around tourist attractions, so are kids even watching TV adverts when they could be out with friends? The fact that kids’ viewing to all TV channels increased by 71 per cent versus the two weeks previous, and 56 per cent in terms of kids’ commercial channels,

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confirms that the audience is certainly in front of the screen when adverts are on air. However it is becoming harder for brands to stand out. With 66 per cent of kids aged from seven

Online media can close the attention deficit as a secondary touchpoint for reaching kids. to 12 accessing the internet while watching TV, we know that the attention is not constantly with the TV screen. Coupled with the fact that the most advertised brand across all

TV channels during the Easter school holidays was Panini Euro 2016 Sticker Collection, commanding only 4.4 per cent share of voice (and that’s with 650 kids TVRs), indicates the level of ad pressure in the market, which was up 62 per cent year-on-year. The year before, the top campaign was outside of the toys and games space, as Wickes DIY Store delivered 442 kids actual TVRs from March 28th to April 10th 2015. If a brand’s main communication objective is to increase share of voice, budget will be a key contributing factor.

If budget is limited, June to August and late December allow advertisers the chance to gain share of voice at a low entry cost. Alternatively online media can close the attention deficit as a secondary touchpoint for reaching kids.

ToyNews PlayTime is provided by Generation Media

0207 307 7900 | www.generationmedia.co.uk www.toynews-online.biz

16/05/2016 15:43

NPD RESEARCH

Football fever ahead of Euro 2016 drives April growth

K toy market grew by two per cent in April, the slowest monthly growth so far this year due to inclement weather compared with April 2015. However, All Other Toys was the fastest growing supercategory in April with an increase of 36 per cent, driven by large growth for football, specifically European Championships related items. With Euro 2016 approaching, the buzz around the event has increased with the Panini UEFA Euro 2016 France Stickers Pack the top selling item in the market for April, in both value and units. Out of the top ten items in All Other Toys, eight of those positions were taken up by football related items, with Panini and Topps items doing well. The Non-Strategic Trading Cards/Collectable Stickers subclass was worth £2.7m this month compared to around £780k for April in 2015.

PROPERTIES Best item progression April 2016

UEFA Euro Sticker Multipack (Panini) With the Euros in sight, Panini’s UEFA Euro Stickers leapt up the charts from position 8467 in March to 16th place in April.

SALES

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

Plush showed growth in April, with value sales up 24 per cent compared to April 2015. This was driven by solid performance for both special feature plush, up 37 per cent, and traditional plush, up 19 per cent. TY is the number one property in plush for the month, while preschool licences, including Peppa Pig, saw 20 per cent growth. Infant, toddler and pre-school is still the largest supercategory by value, growing seven per cent YTD

April 2016 and accounting just under £1 in every £5 spent on toys so far this year. Paw Patrol was the number one property for the month of April with VTech Baby and Thomas & Friends making up the top three. “While the poor weather dented outdoor and sports toys sales, and with the category down £11.7m, the rest of the market remained positive with events driving sales,” said Melissa Symonds, director of NPD Group’s toy business in the UK.

YTD 2015

YTD 2016

Source: NPD

AVERAGE TOY PRICE April 2015: £8.04

April 2016: £7.13

UK RETAIL SALES TRENDS April 2016 (£ sales – value)

April 2016

1 UEFA Euro 2016 Stickers Pack

Shopkins 2 Pack

LEGO Minifigures

Paw Patrol Vehicle and Pup

Shopkins Pack of 12

Pie Face

SmarTrike 4-in-1 Trike Assortment

LEGO Star Wars Millennium Falcon

Shopkins 5 Pack

10. Hot Wheels Single Cars 1:64

Panini

(Unit sales – volume)

Panini

Flair

LEGO Minifigures

LEGO

Shopkins 2 Pack

Flair

Spin Master

Hot Wheels Single Cars 1:64

Mattel

Flair

UEFA Euro 2016 Adrenalyn XI Booster Pack

Panini

Hasbro

WCS Match Attax 2015/16 Trading Cards

Topps

Mookie Toys

Match Attax Extra 2016 Trading Cards

Topps

LEGO

My Little Pony Mystery Bag Assortment

Flair

Minecraft Mini Figures Blind Pack Assortment Mattel

Mattel

10. Thomas & Friends 70th Mini Collectables

Hasbro

Mattel

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.

01932 355 580 www.toynews-online.biz

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16/05/2016 15:58

APPOINTMENTS

Industry moves Spin Master stars in our team of the month, revealing its plans for 2016, while Hasbro details two key new appointments, LEGO gains a new head of sales and Generation Media announces a raft of promotions TEAM OF THE MONTH: SPIN MASTER Who’s in the team? There are currently 15 of us – eight in marketing, including graphics and PR, and seven in sales. Phil Hooper heads up marketing with Emma Eden, Ranjit Dhutti, Charlotte Jones and Dharaa Patel managing our 20 plus brands. Jacqueline TaylorFoo is our commercial sales director with Richard Dickson, Claire Coekin, Charlotte Harvey, Mark Murray and Sarah Hunt managing our retail accounts.

and it doesn’t show any signs of slowing down in 2016. Kinetic Sand also took the UK by storm, and we are introducing a new Kinetic Sand Build this year.

What have been your successes over the last 12 months? Undoubtedly the launch of Paw Patrol. It was on a roll last year as the UK’s top new toy property

What are you looking forward to over the next year? We’re excited about the re-launch of Noddy this summer, as well as family movies – Angry Birds and

Hasbro n Hasbro has announced a series of promotions this month, with DAVID HENDERSON (pictured left), Hasbro’s SVP for sales and customer strategic marketing in North America, joining Hasbro UK as the firm’s country manager for the UK and Ireland. Elsewhere, FOYE PASCOE (pictured right) has been appointed to SVP for Northern Europe and Italy. “I am fortunate to be joining this fantastic Hasbro team. I can’t wait to support our team and work directly with our partners,” said Henderson.

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What are you working on now? We’re finalising our plans for the rest of 2016 and already looking ahead to 2017. We’re putting plans in place to launch Bunchems in late spring and we’re also bringing the Paw Patroller tour to the UK.

LEGO n The LEGO Group has named INGE ØSTERGAARD JØRGENSEN as the company’s new senior director head of sales in the UK and Ireland. In her new position, Jørgensen will be responsible for developing LEGO’s commercial strategy, whilst working closely with various retail partners. Jørgensen said: “I am looking forward to taking on this new role, and I am very excited to work in a market which has such excellent LEGO potential.” Re:creation n Having worked at the toy firm for five years, Re:creation has promoted KATY

The Secret Life of Pets. We’re also going into the outdoor market distributing the Vuly trampolines. What’s your favourite part of working in the toy industry? It’s that we never really know what’s around the corner. It’s also rewarding seeing children interacting with our products.

FLETCHER to the position of senior brand manager. During her tenure at the firm, Fletcher has been called a ‘driving force’ behind the Razor brand, including the development and implementation of the Electrify Your Ride campaign in 2015. JONATHAN KIRKLEY, marketing director at Re:creation, said: “Her dedication helped to deliver outstanding results on Razor last year and with a raft of new products ahead of us, there is a lot more to look forward to for 2016.” Hornby Hobbies n Hornby has revealed that its current group finance director STEVE COOKE will be taking on the role of chief executive. Cooke said: “Hornby has an excellent portfolio of much loved

Who avoids the washing up? We have a weekly rota so each department should take their turn – however marketing are better than sales at actually doing it. Who’s the office heartthrob? It’s our national account manager Richard Dickson. All of our buyers love Richard.

brands. I am excited by the prospect of leading the business and I am looking forward to the challenge of driving Hornby forward, and building on the progress that has already been made in transforming the group.” Generation Media n The company has bolstered its team with a number of new promotions. LAUREN COOMBS (pictured) has been appointed to head of implementation, JONATHAN CHAMBERS to head of AV trading and MARTIN DOYLE is the firm’s new head of digital. Elsewhere, ELLIE START has been promoted to senior account manager and MICHAELLA WILLIAMS to account manager.

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17/05/2016 12:46

OPINION

Vive La France Steve Reece takes a look at the French toy market, and how that region has seen toy specialists dethrone grocers as the go-to destination for toys and games

France is not just a great place to visit, it’s also a very strong toy market - with annual sales of around €3bn to €3.5bn.

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

rance is not just a great place to visit, it’s also a very strong toy market – with annual sales of around €3bn to €3.5 bn. And seeing as it’s so close to our shores, surely it should be the first port of call for export sales? Well, yes and no. French toy retail has seen a longterm market share slide away from the once all mighty hypermarché towards the toy specialist channel. Whereas once the might of Carrefour, Auchan, Leclerc and a few others added up to over half of the market, now these grocery behemoths command around a third of the market, with the toy specialists adding up to just under half the total toy market in France (based on several public domain estimates available via Google).

This shift to the toy specialists is generally seen as a good thing as they run a broader range of products and are focused on toys, and are committed therefore to the long term good health of the toy business above all. Hypermarché price promotions in Q4 can be huge volume drivers, but as we know with price promotions, that sales boost comes with some other baggage to manage. The French toy market is not that different versus the UK market in terms of product mix – pre-school is very strong in France, as are licensed products. Perhaps the most notable difference is the raft of French originated brands derived from France’s own comic book universe and its home-grown content production industry.

As part of the European Union, British companies can in theory export without too much restriction to France (at least for now…), however, it is not always that straightforward. Beware of any product featuring video or audio content in France. France has very strong protection for authors, producers and musicians via SACEM (its rights fee collection agency). Ex colleagues of mine will reflect on shared pain when talking about content clearances for toy and game products in France. Just beware – French rules and clearances should be taken very seriously. If you decide to set up an office in France, beware – French employment law gives strong protection to workers, working via distributors may be the way forward.

Kickstarting the habit Morning Family’s Amaury Joubert explains why the firm has opted to go down the crowdfunding route for a second time to launch its brand new board game, Hope

Crowdfunding may be seen as the zero risk route to market, but that is far from the case. You have your whole reputation at stake and getting backers on board can be terrifying. ABOUT THE AUTHOR Amaury Joubert is the project manager for Hope at Morning Family. Hope goes live on Kickstarter on June 9th 2016. Morning Family can be contacted on 020 3445 0919.

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ust about a year ago, we tried to launch our new title Hope on Kickstarter. In hindsight, it was a reckless decision; in fact it took us just a few days to take the campaign down. Not a great triumph for us. I think ‘failure’ at crowdfunding is a fairly strong phrase and suggests, in the simplest sense, a campaign that reaches the end and isn’t funded – but we did see our attempts as a failure as we’d been too quick to bring the game to the platform without perfecting it first. In no way was it ready, but now – thanks to our absolute passion for the game and a year of hard work to ensure it’s the very best it can be – we’re about to return. This time, we have a far better offering in place and we’re confident of success.

Hope slots into the growing trend in the board game sector of collaborative gaming. It’s the players as a team versus the game and, in some small part, that’s similar to how crowdfunding operates. A group of like-minded individuals with a goal in mind; the platform offers publishers the unique opportunity to take on board

feedback from customers whilst en route to a funding target – it’s an incredible way to create a product. Having a conversation with the potential players of Hope as we strive to reach our goal is something only crowdfunding platforms can offer, and it isn’t just smaller publishers tapping into it for this positive experience. It may be seen by some as the zero risk route to market but that is far from the case. You have your reputation at stake and backers’ expectations to honour. There’s a huge amount of effort to put a product on show – yet it’s not being presented to a team of corporates with boxes to tick, but to actual gamers, whose opinion is paramount to us. Getting them on board can be a terrifying though brilliant feeling.

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16/05/2016 17:06

OPINION

From STEM to STEAM Richard Heayes looks at why it remains vital for toys and games to encourage children to embrace art, alongside the sciences, to help fuel their creative thinking

To succeed in the 21st century, it is not just what you know, but what you can imagine, that sets you apart.

ABOUT THE AUTHOR 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.

ith a guide to STEM toys in this month’s issue, I’d like to introduce you to STEAM. That ‘A’ is very important - it stands for Arts, an area the UK has always been a world leader in. Science, Technology, Engineering and Maths are critical subjects to grow our economy and support our future, but without artistic insight and imagination, our kids won’t be fully prepared to take advantage of the ever-changing technology landscape that will only continue to evolve over the next 50 years. It is becoming increasingly important to understand that to succeed in the 21st century, it is not just what you know, but what you can imagine, that sets you apart. There is, of course, only limited time in school to focus on a set of

core subjects, and so it often means promoting more creative subjects outside of formal schooling. For the toy business this is our backyard. The continued success of LEGO and the growth of PlayDoh shows that parents support creative values and want their kids to express them. Making and creating gives kids (and adults) a real sense of purpose and has also been shown to promote emotional well-being. The best toys encourage kids to be imaginative, to build stories, roleplay and learn and, although there are many STEM focused toys around, we shouldn’t forget the wonderful products that encourage creative thinking. As we move away from gender toy aisles,

new super categories will replace them. I’d love to see a creative thinking zone. This could be a really exciting space, with a mix of products - not just the usual arts and crafts. There are many games that are designed to promote creative thinking that could live in this space. Games like Dixit, Rory’s Story Cubes and Rapidough would live here happily. Let’s promote the benefits of play as a special time outside of formal schooling and create products to power kids’ creativity in order to keep the UK as one of the world’s leading creative countries.

Life support MCV editor Chris Dring reveals what the end of Disney Infinity means for the future of the toys-to-life sector, and asks: is it time to abandon the concept?

The closure of Disney Infinity is not an example of the toys-tolife bubble finally bursting, because the sector has been in trouble for some time. ABOUT THE AUTHOR Chris Dring is the editor of leading video games trade publication MCV. He can also be found writing for The Observer, The Guardian and Doctor Who Magazine.

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he closure of Disney Infinity is not an example of the toys-to-life bubble finally bursting, because the sector has been in trouble for some time. Looking purely at UK data, the toys-to-life genre of video games has been growing every single year since it began in 2011 with Skylanders: Spyro’s Adventure. However the numbers are misleading, because that growth was largely due to the introduction of new competitors. In 2013, Disney Infinity arrived. In 2014, Nintendo debuted its Amiibo range. Meanwhile, 2015 saw the arrival of LEGO Dimensions. All three made the market look stronger than it really was. If you look specifically at Skylanders, that brand has been in steady decline since 2012’s Skylanders Giants.

So is toys-to-life in jeopardy? Is it time to abandon the idea? It’s easy to point at a failure and at declining sales figures and suggest a market is about to collapse, but there are opportunities still in this market. There were over 620,000 Disney Infinity, Skylanders and LEGO Dimensions starter packs bought in the UK last year, an increase of more than 21 per cent year-on-year. LEGO Dimensions launched last year and did a strong job, particularly amongst older players. LEGO has always had an appeal beyond children, while the LEGO video game franchise remains one of the biggest in the UK. The game has done well so far with only a handful of big licences, and a number of more niche ones. With the closure of Disney Infinity,

there may now be the opportunity for publisher Warner Bros to introduce LEGO Star Wars and LEGO Marvel to the Dimensions universe. Yet the real excitement in toysto-life exists away from these big players. Dimensions, Skylanders and Infinity are all similar games in many ways and they’ve not really innovated beyond the original idea of sticking toys on a portal and watching them appear in game. However, in projects like Anki Overdrive (which reverses the concept, with the game coming to life on a physical race track) or Fabulous Beasts (which is a sort of strategy game mixed with Jenga), we are seeing video game and toy projects that are offering something quite new. It is here, in this experimental space, that toys-to-life has a future.

June 15

16/05/2016 17:01

WHERE BRANDS

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12/05/2016 09:25

CROWDFUNDING FOCUS

Toyish kits: An ever-changing toy for creative children Toyish Labs has turned to Kickstarter to launch a new product that is ‘toy-ish’ (in that it isn’t really a toy until a kid makes it one). Assaf Eshet, Toyish founder and teacher of toy design at New York University, reveals where the idea came from and what it felt like to raise $10,000 in the first 24 hours of the campaign being live Platform: Kickstarter Goal: $60,000 Campaign status: Ongoing Can you talk us through Toyish, where did the idea come from? I have been inventing toys and teaching toy design for the past ten years. Three years ago, I was invited to teach at a school in Harlem, New York as part of the CityArts programme. That marked the start of the Toyish journey. Working with these kids on toys made from everyday objects and witnessing their level of creativity really inspired me. So I returned to my studio and decided to design a toy set that recreates that same feeling of accomplishment; where each child gets the chance to express their uniqueness. How does Toyish work? With art and building in mind, each Toyish kit is made up of four elements: a colouring play book, a clear capsule that houses the child’s original design, playful magnetic characters and themed play parts. Playing with Toyish is fun and intuitive. There is no right or wrong way to play as it enables kids to figure out what they want to do, make it happen, and then play with their very own Toyish creation. What makes Toyish an important tool for getting kids creative? Toyish kits inspire kids aged three and upwards to be active creators rather than passive consumers. They are designed to stretch attention spans, boost artistic skills, promote logical thinking and develop self-confidence, all of which are considered to be key components in the STEAM curriculum.

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Toyish kits inspire kids aged three and upwards to be active creators, rather than passive consumers. Assaf Eshet, Toyish Labs Why did you choose to take the product to Kickstarter? Platforms like Kickstarter allow creators to receive early support and pre-sales to sponsor the first production rounds. The early adopters of Kickstarter have been very responsive and

these people really help new initiatives by giving feedback and suggestions for the future. The crowd is very savvy and appreciative of new product ideas. What has early reaction been like to Toyish? We reached 100 backers and over $10,000 in the first 24 hours, which was fantastic. Our toys also attracted a big crowd and a lot of attention at Toy Fair in New York earlier this year. Has the positive reaction taken you by surprise? I would say that we are grateful. We are not surprised since we have put in a lot of passion, knowledge

and time, making sure that our toys are fun, safe and really support kids’ off-screen learning. We know that nothing comes easy. We believe in what we are doing and know that more and more parents and kids will embrace it. How can toy retailers get on board with Toyish? We welcome any retailer to contact us at info@toyishlabs.com. We have made sure that all of our toys are affordable and can be placed in smaller specialty stores as well as in bigger chains. We’ll soon be adding more choices for kids, with more books, parts, accessories and cool things to enjoy, so stay tuned. June 17

06/05/2016 10:29

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17/05/2016 11:47

THINKFUN

Brain power ThinkFun has been championing thinking games way before STEM became a buzzword in the toy space, and the firm’s products have been a hit in the UK through Coiledspring and Paul Lamond. Billy Langsworthy talks to ThinkFun co-founders Bill Ritchie and Andrea Barthello about why the kids of today are set to save the world How did ThinkFun come about? Bill Ritchie: My father was a Bell Labs engineer. Bell Labs invented the transistor and other iconic creations, and my dad was involved in early electronic switching circuits. William Kiester, who was my dad’s best friend, would make mechanical puzzles as a hobby and give them to people to illustrate what he did at work. As a kid, my mum would make sure I got the best brainteaser puzzles and science toys around. I was good at puzzles and I had some of Kiester’s creations. I kept them as desk ornaments. When Andrea and I got married, we were in the real estate industry and Andrea said to me ‘we’ve got to get out of this’. I agreed and one day she said ‘let’s make a business out of making those puzzles’. That’s where it started. Because of my background, I’ve always been really good at speaking to brainiacs, the IQ geniuses, although I don’t consider myself one of them. Really smart people are able to come up with simple metaphors for big concepts and so we wanted to take big ideas and translate them into toys for kids. Andrea Barthello: It’s like being a translator. BR: Our first puzzle ever was called the Hexadecimal Puzzle. The tagline was ‘an advanced mathematical puzzle with 16 variations’. In 1985, it didn’t sell. We kept the mission statement but we figured out what’s fun and now we’re the world’s leader in fun thinking games. Now the world is turning to STEM and coding, so these ideas that we’ve had forever are coming into vogue. AB: We’re a 31 year old overnight success. In the Eighties, we had Spin-Out which was all about teaching kids binary code. BR: We’ve had a vision for what we want to accomplish and ten years

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Why has it taken this long for the industry to start getting excited about STEM toys? BR: If you go back 20 years, the idea of an educational toy meant a toy that was no fun. The Generation Z kids who are becoming teenagers now are the generation that is going to save the world. They’re independent, they’re entrepreneurial they’re outgoing and they like this stuff. There was a period when screens were coming in and kids were addicted to screens and parents were freaking out. Well, screen-based stuff also brought things like Minecraft, which is great for problem solving. Kids now are much more sophisticated. They can do stuff on screens that allow them to see the world more.

ago, there were things we wanted to do but the time wasn’t right. With the market opening up, we’re able to start acting on things we wanted to do, like our Balance Beans game. An inventor pitched

game with an online component and I think it’ll lead us into a whole bunch of new digital ideas. Our sales team is also starting to pull things out of our archives, so we’re not just chasing trends.

If you go back 20 years, the idea of an educational toy meant a toy that was no fun. Now, the world is turning to STEM and coding. Bill Ritchie, ThinkFun me that eight years ago as an incredibly complicated balancing game that taught kids how irrational numbers work. It was dry as a bone, but for eight years I’ve been thinking about how we could do it. We simplified it and it’s launching soon. The big thing I’m working on now is a math game that was invented by our son 15 years ago. It’s a simple, but profound dice game. We’re combining the physical

How key is the UK market to you? BR: England was one of the first international launch pads for us and the UK is full of creative thinkers. We’re in 60 countries now and we want to bring these games to children all around the world. AB: Coding is on the curriculum in the UK, so you guys are well ahead of us in the US in that respect. We have a coding game, Code Master, and whether you want to be a coder or not, the thought process can be translated into everything. And to have coding games that aren’t screen based is important to us, as we believe in the tactile.

A major firm came to us at the Toy of the Year Awards in New York earlier this year and said ‘it’s about time we started working together,’ but it’s worrying as that could take us off mission. There is peril that comes with being independent, but it’s also a major benefit. June 19

09/05/2016 14:33

LEGO FRIENDS

Anatomy of a blockbuster toy: LEGO Friends has been championed for successfully bringing girls into the STEM play space, thanks to its all encompassing universe of construction, role-play and more. Robert Hutchins talks to LEGO Friendsâ&#x20AC;&#x2122; brand manager, Vanisha Kavia, about the origins of the hit brand

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an you give us a brief history of the LEGO Friends brand? LEGO Friends was launched in January 2012 and was one of the most heavily researched concepts in the company’s history, with research and development spanning four years. During this time, The LEGO Group spoke with thousands of girls and parents around the world and went to great lengths to try and ensure that the LEGO Friends range encompasses everything they asked for. We knew that 43 per cent of girls were building alongside their brothers when LEGO bricks are in their household, and we saw an opportunity to offer an enhanced play experience to attract more girls to building by creating their own LEGO world, namely Heartlake City. So what does LEGO Friends offer these young fans? One of the main things to come out of the research was that girls wanted product with all the construction elements of LEGO, plus the opportunity for realistic, character-based role-play and creativity to mirror their different needs, interests, passions and ambitions. The imaginary world of Heartlake City provides an immersive play experience and takes young imaginations into the fun-filled world of the five Friends: Stephanie, Olivia, Mia, Andrea and Emma.

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LEGO FRIENDS

What has helped make Friends such an iconic aspect of the wider LEGO business? LEGO Friends has all the traits of other LEGO themes because it is based on the iconic LEGO brick, which makes it possible to build, rebuild and combine all themes with each other to new, creative projects. Our research showed that girls around the age of six or seven stop playing with toys like LEGO bricks earlier than boys do, opting for creative and fashion play instead. LEGO Friends provides a construction toy that also delivers a creative and fashion play experience at the same time, giving kids another play option. Obviously, LEGO Friends has achieved major strides in bringing girls into construction play. How does it champion and encourage youngsters into STEM learning? Playing with LEGO Friends is ultimately fun and provides an enormous sense of pride and achievement through building. In Heartlake City, key learning benefits include promotion of roleplay, expressing imagination and creativity. It also helps develop fine motor skills and dexterity as well as problem solving skills. The LEGO Group is very proud of LEGO Friends and the tremendous success it has had in the STEM sector and the appeal it has proven to have towards girls. The essential skills developed by

playing with LEGO bricks and how they can serve well in later life are well documented. And that is not limited to LEGO Friends, but something that is integral in all LEGO products.

Hotel become the bestselling LEGO Friends product for 2015. Research has shown that girls love and identify with the characters and enjoy the mini doll element. They also love the

LEGO Friends was launched in 2012 and was one of the most heavily researched concepts in the company’s history, with R&D spanning four years. Vanisha Kavia, The LEGO Group What does the future of the LEGO Friends brand look like? LEGO Friends will continue to launch new themes that are relevant to young girls and also look at content to tell the Heartlake City story. The LEGO Group has produced LEGO Friends webisodes talking about the adventures to be had in Heartlake City. These are being distributed across multiple platforms, including YouTube and Pop TV, to engage girls and expand the storyline. There is so much fun to be had in Heartlake City and new skus launch each year to grow this world. This year has seen the introduction of the Heartlake Supermarket and Heartlake Café, and last year’s Heartlake Grand

realistic detail and accessories with the sets. When it comes to NPD, subthemes also play a big part. Successful themes include Jungle, Popstars, Adventure Park and Pets. What’s next for the LEGO Friends brand and how many sets have you got lined up for 2016 and 2017? We have a very exciting new theme ready for the second half of 2016 and we will be revealing it at the end of May. Feedback from retailers has been super positive and LEGO is confident that this theme will be one of the big successes in construction pre-Christmas. The detail on these sets is fantastic and children will love it. June 21

16/05/2016 16:49

CARDEA SOLUTIONS

Smart solutions Last year marked Cardea Solutions’ debut in the plush toy arena with its Cardea Cuddlies collection, and now it seems the company wants to expand on its offering in this competitive marketplace. Here, the firm’s MD, Paul O’Carroll, tells Jade Burke about the business’s work with WWF and why he finds the industry so rewarding

aving dipped its toe into the soft toy space with its Cardea Cuddlies launch in October last year, Cardea Solutions’ plush line is proving to be a real success with consumers. With an extensive range, including Miffy, Anna Plush Club and the WWF Plush Collection, the company’s offering is remarkably varied, and the firm’s managing director, Paul O’Carroll, is looking to develop it even more in the future. “It’s our first foray into the soft toy space, and it’s been going well,” O’Carroll tells ToyNews. “The WWF and Anna Club Plush collections especially have become collectable, premium plush items. We are finding that adults are collecting them as well as children.“ Since the debut of its plush division, O’Carroll has revealed that the company is looking to extend its sales force and is now looking for independents to take on the range, in a bid to heighten the awareness around the WWF soft toy line. O’Carroll continues: “The animals that are replicated into plush are all endangered species, so it’s really good in terms of the educational value that the WWF range offers for children. “Kids can then go away and research the animals and get an understanding of why they are endangered or in conservation areas, because as a trading entity Cardea Solutions has always been an ethically positioned business.” The WWF Plush collection boasts five ranges, including the Africa Range, the UK Woodlands Range, the Zoo, Aquarium and Aviary Range, the Asia Range and the Polar Regions range, with a donation going to the charity for every purchase. So far the firm has contributed £2,000.

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Lions, pandas, monkeys and more all feature in the WWF line, and according to O’Carroll, each of the items have all resonated well with children and adults since their introduction into retail.

the toys and educate the children and adults who are buying them.” Alongside the firm’s plush division, Cardea Solutions is also known for its safety and security goods, and when asked about the importance

Our plans are to make sure we keep developing the skillset within the business and to keep our eyes on current trends. Paul O’Carroll, Cardea Solutions It’s clear that charity contributions are part of the foundation of the business, and it seems that WWF was an ideal fit for the firm. “It sits side by side with our own ethical positioning and throughout the history of the business we have always worked alongside charitable organisations and contributed,” explains O’Carroll. “It’s been great to be able to give exposure to the charity through

of developing new products, O’Carroll made it clear that this was crucial to the business. “It’s extremely important especially in today’s age of ecommerce,” says O’Carroll. “Finding unique product ranges that add a unique feel to a business is absolutely imperative. For the bricks and mortar guys, it’s important that they have the opportunity to add something different to their shelves.”

With plans to increase its plush product offering, Cardea Solutions has revealed that there are a few brands it is already looking at. However, as these agreements have not yet been finalised, O’Carroll has assured ToyNews that he may be able to report on the news in the next few months – so watch this space. But that’s not all, as O’Carroll also has plans to ensure the business keeps expanding, and remains profitable in such a competitive marketplace. O’Carroll concludes: “Our plans are to make sure we keep developing the skillset within the business and to keep our eyes on current trends. “It’s just a great business to be involved in, it’s very rewarding and you drive away with a smile on your face. Whether it’s protecting children’s fingers or donating to the WWF, it’s a rewarding business to be involved in.”

www.toynews-online.biz

13/05/2016 12:44

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17/05/2016 14:12

WOMEN OF THE YEAR 2016

And the winner is… This year, our Women of the Year event is bigger and better than ever before. Billy Langsworthy details the raft of new award categories and how you can nominate yourself, or a colleague, for one of the accolades

oyNews is proud to announce the third annual ToyNews Women of the Year event, in association with Women In Toys. The winners of the 2016 Toy News Women of the Year Awards will be revealed at an event taking place on July 21st, 2016 at

WOMAN OF THE YEAR 2016 The Woman of the Year Award recognises the achievements of one woman in the toy industry who has gone above and beyond in their commitment to having a positive impact upon the world of toys in the last 12 months.

RISING STAR OF THE YEAR 2016 This category recognises a leading up-and-coming talent from any sector of the business. The judges expect most nominees to be under 30, but consideration will also be given to women who are new (less than three years experience) to the industry.

PR & COMMUNICATIONS WOMAN OF THE YEAR 2016 A special award for someone working in PR and Communications in the toy industry who has thrived in this past year.

INVENTOR OF THE YEAR 2016

the Soho Hotel, London, UK. A shortlist of finalists will be announced a few weeks before the event. The winners of this year’s Awards will be decided by an expert panel of industry judges, curated by the ToyNews team. This year’s award categories are:

MARKETEER OF THE YEAR 2016 Nominees for this Award must be currently employed in a marketing capacity and nominations should include examples of innovation, motivation and creativity.

LIFETIME ACHIEVEMENT AWARD This award will reflect the successes and overwhelming contribution of someone who has had a lengthy and successful career at the top level of the industry, making positive contributions to the commercial success and public profile of the toys and games space.

The winners of this year’s Awards will be decided by a panel of industry experts, curated by the ToyNews team.

This award recognises exceptional creative talent from the toy and game inventor community.

Send nominations, either for yourself, a colleague, or both, to Billy Langsworthy at BLangsworthy@nbmedia.com by June 13th. Accompanying information on reasons as to why a person should win a particular award are encouraged and this will be taken into consideration by the judging panel. For sponsorship enquires, please email Sophia Freeman at SFreeman@nbmedia.com.

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June 25

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17/05/2016 12:13

NEWS MEDIA

DEDICATED MONTHLY LICENSING COVERAGE FOR THE UK

OPINION

Fisher-Price sees demand for Go Jetters toy line soar The animated series launched on CBeebies last year to a ‘phenomenal reception’ BY ROBERT HUTCHINS

o Jetters will be a big player for Mattel’s Fisher-Price brand for 2016/17, as consumer demand delights the firm ahead of the toy line’s launch this year. Developed by BBC Worldwide, the pre-school series landed on CBeebies in 2015 where it was met with a ‘phenomenal reception’ and it was quickly named the best performing pre-school show of the year. Mattel UK is now confident in the continued success of the property as it readies to launch the first wave of Go Jetters toys, spanning figures, vehicles, plush, play-sets and role-play lines. “The Go Jetters toy range will be an exciting new introduction to the Fisher-Price portfolio,” Wendy Hill, brand activation director at Mattel UK, told ToyNews. “We are thrilled with the strong iPlayer stats and TV ratings and we have seen a significant engagement with the brand through social media. “In fact, early reception to the show has been phenomenal and with new Go Jetters content transmitting throughout 2016, complemented by extensive campaigns, we

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are really looking forward to the new toy range launch. “We have already seen significant consumer demand for the toys, adding to the excitement ahead of the summer.” Through its toy range hitting shelves this July, Mattel promises that pre-schoolers will be able to immerse themselves within the world of geographical action and adventure that Go Jetters

celebrates through its animated TV content.

Go Jetters will definitely continue to be part of our Fisher-Price portfolio into 2017. Wendy Hill, Mattel The collection kicks off with a line of character action figures featuring Lars, Kyan, Xuli and Foz, each with a collectable play-piece called Click-Ons, as well as an iconic landmark related to their own adventures. The property will leap into vehicle play with Grandmaster Glitch and his Grimbler, as well as the Go Jetters Vroomster featuring Xuli. Meanwhile, the Jet

Pad Headquarters aims to tick all the boxes for the play-sets category, while the Go Force Weather Launcher comes with five weather discs to get little Go Jetters engaged in role-play. A Talking Ubercorn Plush will join the range later in the summer. “Pre-school geography concepts drive and inspire the Go Jetters plot, humour, dialogue and scenes throughout, and the series is packed with discovery, teamwork, action, fantastic sights and facts about new places,” continued Hill. “It’s a great combination for the pre-school audience and the new toy line will bring these themes to life beyond the screen and we are already seeing strong demand for the range.” As the company readies to launch the line this summer, Mattel has detailed its plans to support the line through extensive marketing covering TV, online content, character visits to stores and print advertising. The firm has also revealed it will be putting plans in place for a continued partnership with BBC Worldwide for the year ahead. “We are very excited to build on our partnership with BBC Worldwide and have exciting plans for the development of the toy range to support the programming into 2017,” said Hill. “Go Jetters will definitely continue to be part of our FisherPrice portfolio into 2017 as we build on this strong partnership.” Mattel: 01628 500 000

June 27

16/05/2016 10:04

NEWS

Plenty of expansions in store for Dark Souls board game universe, says Steamforged Backed by a whopping 22,800 fans on crowdfunding site Kickstarter and adapted from Bandai Namco’s hit videogame series, Dark Souls will launch worldwide later this year with a number of surprises in the pipeline BY ROBERT HUTCHINS

ame design firm Steamforged has hinted that a number of surprises are on the way for fans of its Kickstarter success story, Dark Souls: The Board Game. The firm stormed to success on the crowdfunding platform last month when it secured over £2.5m in backing to develop a board game adaptation of the popular videogame series, Dark Souls. Backed by 22,800 fans, the game will now be distributed by Steamforged partners before the firm releases expansions for the Dark Souls board gaming universe.

“For Dark Souls, it’s vital that we work with the community and listen to feedback and share the games development experience as we go,” Mat Hart, designer and

director of Steamforged Games told ToyNews. “Next for Steamforged will be continuation of the Dark Souls franchise into full retail and

beyond. We have a number of expansions planned as well as whole new ways to play the game.” Developed under license from Bandai Namco, the board game has already been described as ‘the hardest tabletop game you will ever play’ in recent interviews. “The key was for us to understand the core ‘pillars’ of what makes a Dark Souls game and ensure that we carried those through into the board game,” said Hart. “But there is always pressure to make sure things are right. We are acutely aware and respectful that this is someone else’s IP and we have a duty of care to stay true to the Dark Souls universe.” Steamforged: 0161 429 0000

Harry Potter to conjure up record year for Coiledspring’s Wrebbitx The games and puzzles firm has revealed that early reaction to the new Harry Potter lines under its 3D puzzle portfolio have been ‘very enthusiastic,’ as excitement builds for J. K. Rowling’s expanded universe BY ROBERT HUTCHINS Harry Potter is to conjure up a record breaking year for Coiledspring Games’ 3D puzzle line, Wrebbit. Driven by developments in J.K. Rowling’s Harry Potter universe, including a brand new stage play and an upcoming spin-off movie, the company believes it is on track to celebrate its biggest year to date in the market, ‘by some considerable margin’. Coiledspring Games has revealed to ToyNews that early reactions to new Harry Potter lines in the Wrebbit portfolio have been ‘very enthusiastic’ with the Great

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Hall and Astonomy Tower selling through very quickly. “Harry Potter is a licence that crosses both the toy and gift market with multi-generational appeal, and there is a very strong love for the brand either through the books or the films,” said Hannah Beeching, marketing executive at Coiledspring Games. “Now, with the play, Harry Potter and the Cursed Child, opening in July and Fantastic Beasts and Where to Find Them in cinemas this November, interest is certain to build. “There is a great demand for Wrebbit in the UK and with licences such as Harry Potter now in the

portfolio, 2016 is definitely looking to be the biggest year to date.” The Hogwarts Express Train will launch in May, followed by the first instalment of Diagon Alley. The launch of the new range will be fully supported, while Warner Bros has detailed its plans to support the new expansions with social media campaigns, 650 store promotions in the US and partnerships with major retailers on the way. “There is great demand for Wrebbit, being the sturdiest 3D jigsaw puzzle ever invented,” continued Beeching.

“They have cross generational appeal and apply to both the toy and gift market, as well as qualifying as a new collectable item too.” Coiledspring Games: 020 3301 1160

www.toynews-online.biz

16/05/2016 15:16

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11:55 AM

LICENSING EXPO 2016

What happens in Vegas? Doesn’t have to stay in Vegas. In fact, more and more, the US licensing industry is seeing exported brands reach the far corners of the globe as the annual show sees international numbers hit new heights. Robert Hutchins catches up with Licensing Expo’s SVP Jessica Blue to find out why toy firms should make the trip this June Can you tell us a few key facts from the 2015 Licensing Expo? The show is now in its 36th year, taking place at Mandalay Bay Convention Centre in Las Vegas. The 2015 show was around 230,000 square feet of space and saw just over 16,000 attendees. We had around 480 booths, representing 5,000 brands, 180 of which were new to the show. We actually saw a significant increase in retailers and international attendees, an area that just continues to grow.

We have also got some really good new brands in this time such as Cosmopolitan and Healthy Living Magazine. We are seeing a lot of growth from the publishing sector in the licensing space at the moment, which is exciting.

How is the 2016 show shaping up? How many are you expecting? We have just passed our 230,000 square foot measurement and we had people booking spaces with just two months still to go. It’s fantastic and we are fully expecting the 2016 show to be larger than last year.

This is already our biggest show and there is no doubt that it will be the biggest year in the Licensing Expo’s history.

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We also have some new international pavilions that we have never had before. We have new Malaysian, Taiwan and Hong Kong Pavilions and are seeing a lot of growth from Asia and Mexico as well.

There is no doubt that this year’s show will be the biggest in the Licensing Expo’s 36 year history. I really can’t wait for it. Jessica Blue, SVP Licensing Expo

How many first time visitors are you expecting this year? I am estimating around 150 first time exhibitors this year.

We had a Mexican Pavilion for the first time last year, which will be back again this year. We are seeing a lot of interest from Latin American brands as there is a large South American population in the US and appetite for US brands in South America.

The Asian growth is interesting, China has been the biggest area of growth internationally. We have around 6,000 square feet from China this year, which is more than double than last year. How will you top the success of last year’s show? The biggest change, and something we have invested a lot in, is in developing our Match Making service. It’s not something a lot of shows are doing. The service pairs exhibitors and attendees together quickly and easily. When somebody registers, they get taken to the Match Making portal where they can search for each other ahead of time to make appointments with each other. We have a dedicated team to help people use it and chase pending meeting requests. That team will be on site at the show. www.toynews-online.biz

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LICENSING EXPO 2016

This is a service that has been designed to help people meet the right people. We already have thousands of people registered on it currently, and we are expecting more to join as the show gets closer. How has response to last year’s show helped shape Licensing Expo 2016? We carry out a lot of research throughout the show. The Match Making is one thing to have grown out of this research. We knew people were finding it challenging to find the right people because licensing crosses so many product categories, it’s often difficult to find the right licensee for you. The other thing identified through the research was that people are ready for a change of venue for the party. This year, we are moving the party to the Tropicana with a whole new format, completely different entertainment and more networking opportunities. We do a lot of research and we respond as best as we can to that. So what entertainment can we expect this year? We are hosting The Winter Dance Party, a tribute to Buddy Holly, The Big Bopper and Richard Vallins, so it’s a Fifties tribute that promises to be a lot of fun. We haven’t gone as far as to suggest people dress up as Fifties ‘Rock ‘n’ Rollers’, but they are more than welcome to. I probably won’t be if I am honest. What will the Licensing Education and webinar programme offer this year? The education programme is provided by LIMA, our exclusive show sponsor. The team runs the education portion with just over 20 sessions in the Licensing University, ranging from royalties

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and auditing all the way to crowdfunding and specialist territory licensing. We also have a free digital licensing summit which we are

all their new properties. It will be very interesting to see their latest strategies, especially in the wake of Universal Studios buying out Dreamworks Animation.

larger number of US brands being exported out. I think we will see more and more of this, particularly from China. Of course, digital media is changing the industry and the likes of YouTube is really helping to change the landscape. Why should companies and individuals from the UK make the trip to Las Vegas this year? There are 75 companies that exhibit at both shows, which means there are well over 300 that just do one. That’s why we have a lot of people attend those shows for the variety. That’s the uniqueness of the show for you: you will see over 300 exhibitors that you won’t find any where else.

Crowds from across the globe check out the sights and sounds of last year’s Licensing Expo.

holding again on the Monday. This is a three-hour summit tackling digital licensing, media, looking at how to tap into the digital through apps, and what platforms are available. It’s all about how to work with digital media talent, a major future for the industry.

We are also seeing our corporate brands area grow and grow with more publishing companies and agents than we have had before. Sport will also be a big feature of the show and a very important area that we will be supporting with interactive, fun experiences.

What do you think will be the big trends in licensing this year? Well, the movie studios will be coming out in force showcasing

What is the current health of the US licensing industry? The US licensing industry is in excellent health. We have got lots of things we haven’t done before because people are getting behind licensing in a big way. In particular, our Geek Culture pavilion will represent a huge market. Our show is dedicated to pop culture overall, but this is a zone purely dedicated to comic book, cult classic genres. We haven’t really grouped these exhibitors together before, but they approached us with the idea and we see it as an area of huge growth for the coming years. Where is the industry heading over the next couple of years? Globalisation and international growth are major contributors to the success of the licensing industry. There is a growing number of international brands being brought into the US and a

What does the show offer toy retailers and manufacturers? Toys is our second largest sector in terms of attendees. There is so much to see and experience, and it is one of the reasons we partner with the Toy Industry Association because we both recognise how important licensing is in toys. I would encourage people in the toy industry to look outside the obvious entertainment brands and at the corporate brands such as Lamborghini because they are all interested in the toy category too. What would you like to see this year’s show achieve? We want more, more and more. That means more attendees, more exhibitors and more partnerships. I really want to see the Match Making service deliver value as it is a big thing for us. What is important is that we see more valuable connections and see people leave feeling productive and energised by the industry. Any tips for those flying over for the first time? The opening night party is a must attend. We have around 1,500 people go to that including a mix of retailers, agents and more. Vegas has a lot to offer and most meet new people at the bar and go to Eye Candy. You’re sure to find someone interesting there. June 31

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Pre-School A MONTHLY GUIDE DEDICATED TO THE BIGGEST SECTOR IN TOYS

NEWS MEDIA OPINION

Igglepiggle lights the way for Golden Bear’s new Sleep Tight All Night line The new range, which also boasts non-licensed characters including Teddy and Unicorn, uses coloured lights to help kids make the move from cot to bed via a line of sleeping aids that double as plush toys during the day

BY ROBERT HUTCHINS

n the Night Garden’s Igglepiggle is just the start for a new line of licensed sleeping aids for pre-school specialist, Golden Bear. While the full range of its new Sleep Tight All Night sleeping aids aren’t landing in retailers until autumn/winter this year, the firm is already teasing some ‘exciting new additions’ to the licensed portfolio in 2017. Golden Bear plans to grow the sleep aid range to appeal to all audiences, backing up the firm’s early confidence in the collection, which features non-licensed characters including Teddy, Puppy and Unicorn. “We have been delighted with the response of nursery buyers who see the product filling a gap in the sleeping aid market,”

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said Christine Nicholls, vice chairman and director of product development at Golden Bear. The new Sleep Tight All Night line is the result of research into the effects of coloured lights on

Sleep Tight All Night will be every parent’s dream when it comes to getting a good night’s sleep. Christine Nicholls, Golden Bear sleeping patterns and has been designed to aid the transition from cot to bed, all while being contained in a plush toy. “We believe that Sleep Tight All Night will be every parent’s dream when it comes to getting a good night’s sleep and retailers

that communicate that to their customers will do exceptionally well with it,” continued Nicholls. The firm is reporting a ‘phenomenal response’ to the line that was debuted at recent trade shows and championed for its innovation in the category. “The beauty of Sleep Tight All Night is that it is a versatile four-in-one product that not only helps aid better sleep for children, but can also be played with as a comforting, huggable toy,” explained Nicholls. “The soft glowing red light and range of five soothing sounds helps children drift off to sleep and the same features can be activated in the middle of the night by the child, giving the toy a gentle squeeze of the tummy, teaching them it’s still time to stay in bed. “When the tummy is squeezed after the pre-set time is reached,

the toy will glow green for time to get up.” The range launches with Teddy, Puppy and Unicorn leading the line-up, each carrying a £29.99 price tag, and will be followed with an official In the Night Garden Igglepiggle Sleep Tight All Night, priced at £34.99. “We have got some exciting new licence announcements coming in for 2017 too,” continued Nicholls. “We are already looking at expanding the range so that there is a Sleep Tight All Night product to appeal to everyone.” The new launch will also be the focus of a marketing campaign, including blogger engagement, PR and planned activities with key nursery retailers across the UK. “We are really excited about this range and can’t wait for it to launch,” concluded Nicholls. Golden Bear: 01952 608 308 June 33

16/05/2016 09:53

NEWS

Asobi inundated with orders for Elf kits “To say we have been amazed by the reaction to this product would be the understatement of the year,” said Asobi’s David Bottomley BY BILLY LANGSWORTHY

sobi has been bowled over by the reaction to its new Elf for Christmas reward kits. The product boasts an Elf plush toy and magical reward kit designed to promote good behaviour in the run up to Christmas and has already caused a stir among buyers a full six months ahead of the big day.

“To say that we have been amazed by the reaction to this product would be the understatement of the year,” David Bottomley, commercial director at Asobi, told ToyNews. “It’s the first product I have been involved with for a very long time that buyers at all levels are placing firm orders on, without even seeing a sample.” The reward set comprises of Elf sized letters from the North Pole,

mini report cards for rewarding good behaviour or warnings for bad behaviour, a reward chart and stickers, Beware of the Elf signs, Nice List Certificates, a thank you card and a host of additional extras. The kit is designed to be used by up to two children and refill kits are available for more siblings or to use the following year.

“Everybody is aware of a child’s love of magic and of course, we all know how popular elves are,” added Bottomley. “We have been inundated and quite simply, it’s a delightful experience. We are delighted and it has only started,” he concluded. Asobi: 01628 200 077

Disney’s The Lion Guard helps Posh Paws roar in pre-school arena The licensed plush firm is eyeing another year of growth thanks to a strong portfolio of licences in the preschool, tween and adult arena including The Lion Guard, Star Wars and upcoming summer movie Finding Dory BY ROBERT HUTCHINS Disney’s latest animated series The Lion Guard is positioned to be a key driver for Posh Paws’ continued growth in the pre-school sector this year. The firm, specialising in licensed plush spanning leading brands in children’s entertainment including Star Wars, Finding Dory and The Jungle Book, has told ToyNews that expectations are high for its latest line targeting the pre-school market. Launched earlier this year to coincide with the debut of Disney’s new series which introduces Simba’s son Kion and daughter Kiara, the collection is reportedly already ‘delivering strong retail listings’ for the firm just months after its debut.

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“We have had a fantastic launch with The Lion Guard, the latest preschool show from Disney Junior this year,” Lauren Shipman, group brand manager at Posh Paws, explained to ToyNews. “It’s been very successful and we expect it to be a key line for us.

“The show launched in February and we launched our plush line at the same time. It has been delivering some good numbers for us so far and we are confident it will be a key brand in the preschool space.” Elsewhere, the firm is predicting another strong year thanks to the continued demand for its latest line of collectable plush, Tsum Tsums that, thanks to its cross generational appeal and range of licences, has tapped into new audiences over the last year. With a range of Star Wars Tsum Tsums joining the line up, Posh Paws is confident of success this year. “Tsum Tsums has been one of our biggest selling lines of the year to date and Star

Wars Tsum Tsums will definitely bolster that over the coming year,” continued Shipman. The line introduces classic characters from the Star Wars franchise, including Princess Leia, Chewbacca, Yoda, Luke Skywalker and Jabba the Hut. Thanks to the cross-generational appeal of Tsum Tsums and the current strength of the Star Wars brand, the range will be key to tapping into new audiences for Posh Paws this year. Shipman said: “Tsum Tsums appeals to all ages from pre-school to adults. “We have grown year-on-year in terms of profit and we fully aim to do the same this year, with Tsum Tsum, The Lion Guard and Finding Dory leading the charge.” Posh Paws: 01268 567 290

www.toynews-online.biz

16/05/2016 15:35

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NEWS MEDIA

DEDICATED MONTHLY RETAIL COVERAGE

OPINION

“Don’t support indies in lip service buy from them,” pleads High Street Cambridge’s traditional toy shop, When I Was A Kid, has been forced to close down as more consumers use bricks and mortar stores to check out toys and games, rather than to buy them BY ROBERT HUTCHINS

egulations over price slashing by online traders and supermarkets need to arrive soon before the High Street truly crumbles. This is the message being trumpeted by indie toy retailers, as yet another High Street store readies to close due to consumers choosing online prices over buying via bricks and mortar stores. Traditional toy shop When I Was A Kid announced it was closing its Cambridge store one year after opening, citing the changing habits of shoppers as the cause. In an open letter, When I Was A Kid owner Paul Warner said that his ‘magical toy shop could no longer survive in the city that Cambridge had become’. According to Warner, who owns a second When I Was A Kid store in Wellingborough, the store was attracting visitors, but not enough were actually parting with cash, preferring to find the same lines for cheaper elsewhere. In his open letter, he stated: ‘Our magical toyshop can no longer survive in the city that Cambridge has become. It really is a sad day.

RETAIL ADVISORY BOARD

Stuart Grant, The Entertainer

Geoff Sheffiled, The Toy Store

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‘If people walk in, photograph products then leave to go buy it online a tiny bit cheaper, that doesn’t help us survive. ‘As much as we loved being part of this wonderful street, we needed to pay the bills and to cover the high rent rates. So we have made the tough but necessary decision to close this magical toy shop. ‘People say that independent businesses are important to them, so please, if you want them to stay you need to support them, not just in lip service but by physically buying from them’. In the wake of the news, toy retailers from across the UK have been quick to support Warner’s concerns for the future of the High Street, calling for regulations over

price slashing and taxes paid by online retailers and supermarkets. “This is absolutely an issue that is affecting us,” Helen Gourley, owner of ToyHub told ToyNews. “It happens everyday, we see people come in, see the product they want and then buy it online for cheaper.” Due to this, Gourley actively made the decision to rethink the lines she now carries in store, moving away from mass retail items and opting for those that aren’t so readily available on Amazon. “But it isn’t the consumer who is solely to blame,” she added. “The Government has to step in and regulate the price slashing. It needs to be a level playing field before the independent High Street is in real trouble.”

Her concerns have been echoed by Kerisson Toys owner Steve Kerisson, who has lost count of the number of customers who ‘use the store as a directory’ before finding toys online for cheaper. “We had one bloke in the other week looking at some LEGO. It was being sold £10 below cost on Amazon,” he told ToyNews. “When I said I couldn’t match the price, he stood in front of me, and bought it online.” Despite his tales of despair, Kerisson believes that remaining confident is key to surviving. Others however sympathise with those who are forced into closure. Gourley said: “The action Paul is taking is a shame. However, it is totally understandable.”

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

Linzi Walker, Argos

Brian Simpson, Toytown

Clare Barton, Sainsbury’s

Neil Mitchell, Shop Direct

Annalise Quest, Harrods

Steph Strike, Asda

Ben Redhead, Firebox

Alphonse Madamombe, Maplin

Helen Gourley, Toy Hub

Miles Penhallow, Play-Room

Karla Mitchell, XBite

June 37

16/05/2016 16:43

INDEPENDENT SURVEY

High Street blues? With trouble circling British Home Stores and the recent drop in like-for-like sales, the UK High Street appears to be a perilous place of late. Robert Hutchins asks ToyShop UK’s listing for their thoughts on the current climate

he real story behind the collapse of the High Street retail chain British Home Stores is undoubtedly a murky one, steeped in questions over pension regulations and pleas for last minute white knight buy outs. At the time of going to press, the chain was on the doorstep of its deadline for one of any of the 88 potential buyers circling the floundering BHS name, including IKEA and Sports Direct, to swoop in and rescue it from obscurity. It was also the focus of a government investigation in to its gradual collapse and under scrutiny from the pensions

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regulations watchdog over the £571m in missing pensions to its some 11,000 workers. But amid the speculation, one thing appears to have been made very apparent within the retailer’s recent media coverage, and that’s that should the department store go ahead with its closure, it would pose one of the biggest losses to the UK High Street since the demise of Woolworths. But just how much of this is media hyperbole, how big a blow would its loss really be to those that already operate on the same battleground and, perhaps more poignantly for the independent retail scene, what

does it say about the health of Britain’s High Streets?

The loss of any retailer increases the use of the internet and drives people towards online shopping. Kevin Clarkson, Paul Stride Early in 2013, The Entertainer’s Stuart Grant made no secret that the closure of Woolworths back in 2009 left a hole in the High

Street’s toy retail space, one which the UK multi-chain toy retailer admitted it was quick to swoop in on and benefit from. Over the course of recent years, The Entertainer has gone on to become one of the UK’s fastest growing independent toy retailers, with over 100 stores now operating across the UK and Ireland. Now with BHS in a similar plight to Woolworths seven years ago, could the indie toy retail scene be set to benefit once again with the prospect of one less competitor to deal with on the High Street? The response from the UK’s indie scene is certainly a mixed bag and instead of eyeing its demise

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wants. Others will thrive where they have failed.” When the topic was posed to the ToyShop UK listing of independent retailers earlier last month, 35 per cent of those surveyed agreed that the loss of BHS will go on to have a positive impact on the independent retail scene. Joanna Rowlands, owner of the Bristol based retailer Piccolo Gifts, believes that for those retailers operating in direct competition

While glimmers of hope are evident, the rapid pace of change, increasing cost pressures and other business burdens remain a cause for concern. Helen Dickson, BRC

as an opportunity to fill that gap, many believe it is an indication of a struggling retail space. “The loss of any bricks and mortar retailer only increases the use of the internet and drives people towards online shopping,” said Kevin Clarkson of York’s independent department store, Paul Stride. Clarkson is among those who see the retailer’s loss as an indictment of a High Street under increasing pressure from the allure of online shopping. Last month reports revealed that the UK’s High Street had suffered its ‘worst month since 2008,’ with retailers recording a 6.1 per cent fall in overall year-on-year sales in April this year. It was billed by the accountancy and business advisory firm BDO,

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as the ‘worst overall figures since November 2008,’ and while the slump was attributed to reduced consumer confidence, online spending is still expected to exceed £60bn this year. And while Shirley Wardle, owner of County Durham retailer Jack and Jill’s Wooden Toys, seconds the idea that the trouble surrounding BHS is a symptom of a struggling High Street, others believe the store failed on the most fundamental element of keeping up with evolving shopping habits. “BHS failed to keep up to date with modern shopping methods,” Paul Commander, owner of The Toy Works, told ToyNews. “They were stuck in a time-warp and for that type of business, it is essential to move with the times and supply what the customer

with the store, both in location and stock lines, a closure would only be welcomed as good news. However, the same survey indicated that 65 per cent of listed toy retailers disagreed with the statement, including Loddon Valley Garden Toys’ Gillian Fountain. “This is a difficult one,” she said. “I still think there is a long way to go before we make what I would call normal, buoyant trading conditions and the loss of approximately 11,000 jobs with

Toy Shop UK is a consumer-led, online directory that helps toy suppliers, retailers and licence holders promote their businesses to an audience of up to 10,000 unique visitors per day. Popular weekly giveaways, the esteemed Independent Toy Awards and special supplier listings are just three of the ways

employees not receiving their last pay will have a massive impact on many families.” Of course, news of the BHS predicament arrived in the same month when the outlook for High Street trading wasn’t at its best as the retailer was quickly joined in the firing line by department trader Austin Reed. But while it appears to spell doom and gloom within the first six months of the year, could it simply be down to the ebb and flow of a constantly evolving retail space? Since 1976, the UK High Street has lost no fewer than ten of its biggest name retailers including the likes of Comet, Dixons and C&A, and in the wake of the latest report from the British Retail Consortium (in which it labeled April as a dire month for High Street like for like sales), would it be remiss to expect to see only more of the same? Helen Dickson, BRC’s chief executive offers little by way of hope for a bright future for the High Street any time soon: “Overall, flat total sales mask a mixed picture with some retailers benefitting from the healthy housing market, while others are more susceptible to the effects of lower consumer confidence,” added Dickson. “While glimmers of hope are evident, the rapid pace of change, increasing cost pressures and other business burdens remain a cause for concern.”

that Toy Shop UK can help you increase your online presence and complement your other marketing activities this year. CONTACT: Michael Hawkins michael@toyshopuk.co.uk 07786 295756 for more information. www.toyshopuk.co.uk

June 39

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SECTOR GUIDE: ARTS & CRAFTS

Crafty designs From mosaics to paint kits and creative sand, the arts and crafts industry has plenty on offer for a wide range of age groups that retailers can snap up. Jade Burke takes a look at some of the hottest products on the market BIGJIGS Bigjigs became Playcolor’s UK sole distributor in March this year, and it has turned out to be an exciting move into the arts and crafts sector for the toy company, as the paint sticks have proven popular with kids already. The paint sticks allow for all of the creative fun of painting without the mess. Taking away the need for water or paintbrushes, the solid poster paints are a welcome addition to the arts and crafts sector and retailers are experiencing success with the product in-store. Originally from Spain, Playcolor was founded in 2006 and with over 30 years of experience in producing educational products,

the Dunsa Group developed Playcolor solid poster paint sticks from the same design concept as the trusted glue stick. The arty range has a paint for every eventuality in a selection of

RE:CREATION Re:creation is set to continue to grow its Make-a-Bar Chocolate Factory range offering in the second half of 2016, and the Rainbow Art kit will also join the company’s Re:creatables line-up. Kev, Bob and Stu added their unique touch to Re:creation’s Make-a-Bar Chocolate Factory kit in 2015, and the loveable yellow rogues continue to prove their mettle in 2016 with ongoing strong results. Joining them in the brand’s line-up for the second half is a

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colours including basic, metallic and fluro, with paints for use on a variety of surfaces including paper, card, glass and clothing. The UK range also continues to grow with the recent addition of

face painting sets. The allergen free face paints have been designed for children to test out their artistic skills on themselves and friends. The paints come in the same simple stick form as the poster paints, and are available in themed packs including popular designs of butterflies, reptiles, pirates and multi packs, to recreate favourite designs from the basic and metallic paints. The paint sticks are suitable for any age and the paint is quick drying, fuss free and easy to clean. Users can also easily store the sticks away and pop the lid back on after use to prevent them from drying out and to keep using them again and again. 01303 250 400

HASBRO My Little Pony Make-a-Bar kit capitalising on the evergreen popularity of this licence. Make-a-Bar Chocolate Factory Kits contain templates, moulds and three different colours of delicious Belgian chocolate. Joining the Re:creatables lineup, Rainbow Art brings the magic of the rainbow to life for creative kids. This art kit features a selection of interchangeable paint pads giving kids unlimited possibilities as they design and create colourful masterpieces. The unique Rainbow Art paint dries in seconds for a no mess and no fuss way to play – kids can simply dip, dab and draw. Each set includes five moveable paint rolls, a dip tray and four paintbrush sponges. Rainbow Art will be supported with TV, online activity and PR. 0118 973 6222

Kids can make the most outrageous pretend cakes imaginable with the Play-Doh Cake Party. Children can shape some crazy cakes, cover them in make-believe frosting, and finish them off with all kinds of topsy-turvy toppings. For even more festive fun, this creative bakeshop comes with a colourful confetti compound.

The DohVinci Platinum Styler Suite comes packed with a new adjustable Styler and over 20 accessories for lots of ways to get creative. Users can choose a colour and load a Deco Pop into the Styler, then aim, squeeze, and design with bold 3D lines. The set also comes with a reusable pop-out jewellery tray for openended decorating. 020 8569 1234

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16/05/2016 12:09

SECTOR GUIDE: ARTS & CRAFTS

SPIN MASTER Spin Master’s arts and crafts offering is ever growing, especially with the company’s Bunchems launch in the UK at the beginning of July, giving kids the opportunity to build squish, connect and create 3D creations. The launch is being supported with a Direct Response campaign, and heavyweight TV to follow. 2016 also sees Kinetic Sand growing with Kinetic Sand Build, an all-new building formula that holds its shape while kids play. The core Kinetic Sand range is being developed to introduce new and licensed play-sets, including an updated Sandbox set with new moulds and tools. Sew Cool introduces a new play pattern to the world of sewing

in the autumn. Kids will be able to transfer metallic designs onto their Sew Cool fabric to customise their creations. Pottery Cool, which hits shelves in autumn, is another traditional craft made-easy for kids from Spin Master. Its patented core system helps to create pottery upside down. The Pottery Cool studio includes six clay projects, or sculpt designs. Finally, the Build-A-Bear Stuffing Station contains all users need to bring two characters to life. Additional friends’ skins, outfits and accessories can be purchased separately, and all will be available in the autumn. 01628 535 000

VIVID

JOHN ADAMS John Adams has expanded its creative play portfolio for 2016 with the new eZee Beads range; an easy way for children aged five and up to get crafty. Available in different sized sets at various price points, the eZee Beads small sets come complete with 400 coloured beads with a choice of Garden Bugs and Flowers, Pets and Under the Sea assortments. eZee Beads large sets include 800 beads and larger designs. New for this year is Sands Alive Glow, which boasts glow in the dark sand, and Sands Alive Sweet Treats, which will join the range alongside the existing Animal and Castle themed sets. The company’s Bangle Blitz range is also growing with the introduction of ultra-bright Neon, metallic Glam and sparkly Glitzi Girl sets. The sets include wooden bangle sticks, a unique bangle maker tool, lots of wrap designs and stickers to embellish and

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personalise the designs. The BloPens range will also see a new introduction in the form of a new Disney Princess Creative Case set, featuring five Rapunzel stencils and packaging that turns into a mini easel. Disney fans can create their own Princess-themed fairy lights with the Disney Princess Jelly Stickers Light & Sparkle Fairy Lights set. Also joining the range will be the magical Disney Princess Jelly Stickers Light & Sparkle Night Light & Projector. The set includes six jelly paints, three Disney Princess inserts and a rotating LED lamp unit with a jewel dome. 01480 414 361

2016 sees Crayola celebrating its 100th birthday in the UK with a XXXXXXX full-year of special experiences. My First Crayola Mess-Free Sand Scribbler (RRP £19.99) lets little one’s draw in the sand wherever they go. Kids can use the magnetic stylus to scribble in the sand then shake the unit to start again. With endless drawing and 12 different coloured background lights, little ones will be kept busy for hours. Vivid’s new Cling Creator lets kids create clings that stick and peel on many surfaces (RRP £22.99). For doodling, the new Twirl & Whirl Turtle stamp, stencil and spirograph produces amazing drawings (RRP £16.99), and Marker Maker with Emoji Stampers makes colours and markers with the added fun of Emoji stamper nibs.

Lastly, the Easy Animator (RRP £19.99) allows anyone to easily create animated movies 12 times faster than normal stop frame animation. Crayola is unveiling three exciting new creative games in 2016. For fast fingers 3,2,1 Draw! (RRP £9.99) is perfect for on the go fun with a variety of play options in one stow-away set. In addition, action packed Scribble Scramble (RRP £19.99) is a frantic team game where users have to guess it before it disappears, plus ultimate family board game Doodle Delirium (RRP £24.99) is a fun filled adventure against time with creative challenges for players to complete on the game board. 01483 449 944

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SECTOR GUIDE: ARTS & CRAFTS

HOUSE OF CRAFTS

SAMBRO Sambro has a wide ranging licensed arts and crafts range and the company is continuing to add some of the hottest properties to its expanding portfolio. The Paw Patrol range features a selection of arts and crafts products, including Paint Your Own Figurines and a My First Scribbler, as well as coloured pens and multi-functional colouring tables. The new Tsum Tsum collection is also going from strength to strength, with the character collectables proving popular. The range includes the 3D erasers, and the 20 pack of moulded character erasers also includes two secret character erasers too. Finding Dory is set to be the movie release of the summer as everyone’s favourite underwater character returns, and Sambro’s range features Dory across all of its products including the moulded Dory Scribblers.

The award-winning Play-Doh collection includes a wide array of arts and crafts products including toys that can be used on the go. The Play-Doh Backpacks include moulding tools and tubs of Play-Doh in brightly coloured clear backpacks, while the Play-Doh Creative Workshop is a handy carry case featuring everything a child needs to get creative including chunky markers and colouring sheets. Elsewhere, the Disney Princess collection comprises arts and crafts products including some of Disney’s favourite princesses, Cinderella and Elsa from the film Frozen. 0845 873 9380

With an emphasis on crafts as gifts, House of Crafts offers a wide range of products suitable for all ages from around six years with adult supervision, and is adding exciting new kits to the range each year. The latest two new kits added for 2016 is the Découpage Piggy Bank Kit, which contains all the materials to create a unique money box with the popular craft of découpage. The second is the Creative Glass Painting Kit, which comes with gold peel off designs and glass paints to help create four candle glasses in a choice of designs. The kits contain all the materials and instructions to produce stunning finished

work, and offer an introduction to a particular craft, whether the user is a beginner or has previous experience. With striking inspirational packaging, the kits are sure to re-awaken the creative talent in all of us. Set at prices to suit every pocket, the kits retail between £7.50 and £44.99 0116 278 0748

CHARACTER OPTIONS

HAPE Wooden toy brand Hape boasts a large range of arts and crafts goods for creative little minds, which have been designed to encourage children to develop their own style and to create something unique. The arts and crafts products come as complete sets with the accessories needed to undertake various art projects such as paper craft, sand art, embroidery and painting. New sets released for S/S this year include three new dinosaur mosaics in stegosaurus, triceratops and t-rex designs. Other sets include the Penguin Pouch, where children can sow together their very own pouch bag and the Brave Lion Paper Craft set, in which kids can create a lion mask. Another popular set in the range is the King of the Jungle

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Sand Art set, which also won a Right Start Toy Award in 2015. Due to its low price point, Hape believes these arts and crafts ranges make ideal gifts. Some of the range is suitable for children from three years plus, with the more technical sets recommended for four years and six years plus. 0845 6000 286 (Marbel)

Following its unveiling at Toy Fair, Character is launching the Pom Pom Wow! collection. The concept takes seconds to create a pom pom that can also be dyed or decorated with glitter. To mark the launch, almost 500 demonstration kits have been distributed to retailers, while TV, print and digital campaigns will be added with a high profile fully Pom-Pommed car touring the streets of London. Gemmies is the creative play pattern that takes working with beads and jewels to another level as they hook, loop and create jewelled figures and decorations.

Kids will also be able to make their own collectables with Poppits; the mini clay creations that can be pieced together and decorated. Each set contains the Poppit clay, crafting tools and moulds, while refill packs of clay are also available. Magic Dip is the new way to decorate with a marble design, as kids can add the special paint to water, swirl it around and then they’re ready to dip. The existing Shimmer and Sparkle collection will also be extended with the Sew Crazy Sewing Machine. 0161 633 9800

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16/05/2016 12:16

SECTOR GUIDE: ARTS & CRAFTS

NUTTY PUTTY It is well documented that putty has a significant impact in the four main areas of a child’s development, namely cognitive, social and emotional, physical and language and communication. Nutty Putty adds to these and has proven to be a modern moulding putty with a twist. Parents love the putty because it doesn’t flake, crack or make a mess, plus it doesn’t stain or dry out either. Children also have the option to bake the putty, and once baked it turns into a flexible, shiny, rubbery permanent creation that users can play with or keep forever. The baking is simple too – just 10 minutes on a baking sheet in a standard oven and the clay is ready for kids to use. A little goes a long way with Nutty Putty, and children enjoy the tactile experience of manipulating the putty, plus it also promotes an added sense of achievement to show

GP FLAIR something permanent that kids can keep for themselves or offer as a gift. The range currently boasts 16 colours, and has also been bolstered with five glow in the dark colours that can all be mixed together. Nutty Putty can be purchased in boxed sets or in individual zipper packs, and also makes a great educational gift for girls and boys. The recommended age for the product is three and up with prices ranging from £2 to £20. 020 803 1043

Cool Create is GP Flair’s home of creative play, which offers a variety of classic craft kits. Cut it Out is a new tool that magically colours and cuts paper at the same time, while The Design Set includes everything kids need to create countless designs. For more serious crafters there is the Design Studio, which comes packed with four special markers and storage for all children’s designs. Elsewhere, the IDO3D allows children to build their own colourful 3D masterpieces using special inks that set like plastic with a UV spotlight. The latest way to get creative is the IDO3D

Vertical, which lets children clip a vertical light onto their IDO3D pen and start drawing any way they like. Flair also offers Etch A Sketch while Mr Frosty now boasts an Ice Cream Shop. Plasticine is also back with Softeez, and the new Spiro-Putty from Spirograph holds the pieces securely so designs can be created without holes in the paper. 0208 643 0320

TRENDS UK

FIESTA CRAFTS Designed to encourage creativity, each Stickabouts set comes complete with a themed play scene and glue-free character stickers that kids can use to create their own stories on the scenes, or placed on various smooth surfaces around the house. Best of all, parents don’t have the hassle of trying to remove residue that may come with conventional stickers. Being glue-free makes them a perfect travel toy too, and the stickers can be wiped with water

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and reused as many times as children like. Kids can stick them to the bath, fridge, floor, doors, furniture, or anywhere else with a smooth surface, then remove them leaving no residue. The Firing Catapult craft kit has been designed to help kids get crafty by building their very own toys to play with, providing hours of entertainment. This kit also encourages children to create their own stories, letting their imaginations run wild as they fend off their enemies or enjoy a bit of target practice with paper balls and cut-out targets, which are all included. 020 8804 0563

The exciting new FairyLane Sparkletopia range has been designed for creative girls, and creates sparkling fairy themed characters, charms and jewellery creations with no mess and perfect results every time. TV promoted, the range is available through Trends UK from Spring 2016. The collection includes a range of artistic sets creating sparkling charms, bunnies, kittens, diaries

and fairies, with prices starting from £5.99. In addition, the Fairy Designer Studio is a practical play station for kids to develop creations with no mess. The set includes 47 different charms, 12 sparkle sheets, and a fairy play scene with the three FairyLane fairies to decorate. The set is also available now from Trends UK for £19.99. 01295 768 078

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13/05/2016 10:46

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17/05/2016 16:07

SECTOR GUIDE: STEM TOYS

STEM sells There’s no doubt that the STEM toys sector is one of growing importance to children and increasing revenue to manufacturers and retailers the world over. As such, it’s a market burgeoning with innovation designed to encourage kids to engage with the sciences. Robert Hutchins takes a look at the latest lines FLAIR The worlds of Star Wars and STEM learning have collided in the form of a collection courtesy of Uncle Milton and its UK distributor, Flair. The Uncle Milton Star Wars Science collection brings the cast of Star Wars to a host of innovative products that have real learning behind them. At the heart of the range is a line of Lightsaber Room Lights, which includes the Kylo Ren three-blade version and lands on shelves this spring. The collection aims to help kids get to grips with the basics of LED lights and crystals with a line of mountable

devices and educational Star Wars fact sheets. The science of alpha and beta waves can be controlled with the new Star Wars Force Trainer II, allowing kids to put their Jedi skills to the test, download the hologram experience app and take a guided tour of the Force with Yoda. This autumn will see the Wild Science range debut a new look with two brand new kits for girls joining the line that already includes the likes of Bath Bomb and Perfume Factory. With the new Lava Lamp and Glitter Tube Lamp, girls can make their own

LEGO LEGO has launched a new line of more complex builds under its LEGO Technic brand this year, with a cast that includes jets, racing vehicles and a two-in-one dragster replica. Kicking off the line-up is the Display Team Jet. Priced at £7.99, it features a large cockpit, retractable undercarriage and a yellow, black and white colour scheme with black and white racing stickers. This two-in-one model can also be rebuilt into a Stunt Plane. Meanwhile, the Hydroplane Racer can be rebuilt into a high-speed Race Boat and carries a £17.99 price tag, while the Getaway Racer features a heavy duty front bumper and can be combined with the Police Interceptro pull-back for a getaway car chase, or to create the Extreme Police Racer model.

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light-up bubbling lava lamp and glitter tube. Girls can also make some cupcake shaped soaps with the new Cake Soap Factory, which

lets kids melt and mould their own soaps while learning about solids and liquids, melting and freezing, aeration, stable foam and more. 0208 643 0320

VIVID

The Police Interceptor, Race Kart and Drag Racer all feature in the LEGO Technic range, a line developed to provide more complex builds and encourage fans to continue their passion for STEM subjects. Elsewhere, the firm has unveiled its largest construction to date with the launch of the 2,704-piece LEGO Technic Porsche 911 GT3 RS. The set is expected to launch on August 1st, and features opening doors, a trunk with a case and authentic stickers. 01753 495 000

Vivid is making a play for the STEM sector this year with the introduction of its Crayola Easy Animator, a one-stop shop for all the tools kids will need to create and share custom animations quickly and easily. With the Easy Animator, youngsters are encouraged to create animated videos that are up to 12 times faster than traditional stop-motion

animation. And it couldn’t be simpler to do. Kids can colour their character, pose the mannequin and capture the scene on their smart device via the free Crayola Easy Animator app. The app features motion capture technology that can guide kids to some creative results that can then be shared. 01483 449 944

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SECTOR GUIDE: STEM TOYS

LEARNING RESOURCES Learning Resources is no stranger to the STEM toys category, and this year delivers a line of five new handson activity sets designed to bring learning to life across science, technology, engineering and maths. Activity sets include the likes of Force and Motion, Magnets, Sink or Float, Simple Machines and Robot Mouse, each of which encourage children to focus on a different skill and discover a new approach to learning. Through these sets, kids will be asked to solve real-world problems through enquiry-based problem solving, as well as hands-on experimentation.

MGA ENTERTAINMENT

Activities range from measuring the impact of speed on motion to testing which objects will sink or float. The STEM Robot Mouse Activity Set aims to provide an introduction to basic programming concepts and won the ERA Award for Best Primary Resource. The set was praised by judges who stated it would help children to build hands-on coding skills in a fun way. 01553 819 330

MATTEL Mattel is delivering a dose of STEM learning to the pre-school market with Fisher-Price brand’s new Think & Learn range. The line is designed to inspire little learners to be big thinkers through a ‘unique range that encourages development, critical thinking and experimentation through fun, interactive hands-on play’. Positioned to be the next generation in pre-school learning toys, the new line teaches key foundational skills to coding, sequencing and encouraging STEM learning. The line launches with two innovative products: the Codea-Pillar and the Colour Change Chameleon, aimed at kids aged from three to six-years-old. The Code-a-Pillar is a caterpillar that encourages experimentation and inspires a child’s natural curiosity and independent thinking, as they develop coding, sequencing and critical thinking skills.

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Pre-schoolers can arrange Codea-Pillar’s light-up segments in endless combinations to send Code-a-Pillar on his path. By connecting the segments to create a journey, kids learn sequencing and how to reach new targets. Meanwhile, the Colour Change Chameleon aims to help develop problem solving and sequencing, as well as teaching numbers and colours through interactive play. Youngsters can place the Chameleon in a room and as it scans the colours in its surroundings, kids can watch the chameleon detect differences and change its colours. The Chameleon comes with ten paint splats, a colour detecting paintbrush and three different learning modes. 01628 500 000

MGA Entertainment is steaming ahead in the STEM sector with the recent launch of its Project MC2 brand. Bringing STEM learning and the world of fashion dolls together, Project MC2 is a team of four smart school girls who use their love of science to undertake missions for the secret organisation, NOV8. Backed by a major partnership with Netflix and encompassing an animated series on the streaming site, the brand has proved a hit with consumers for its smart characters and focus on science, technology, engineering, art XXXXXXX and maths. This year, MGA Entertainment has partnered with the British Science Association for

British Science Week and in the US, won a nomination for the 43rd Annual daytime Emmy Awards, as well as being involved in a campaign with the White House to address gender stereotyping. MGA Entertainment is now readying for the launch of two new series of Project MC2 on Netflix, supported by the launch of a new product line this autumn/winter. As well as a new range of dolls with experiements that children can do at home, the line will include a Project MC2 H20 RC Car and a model that combines the components of RC racing with STEM technology and steam power. The campaign for the line will be backed by entertainment and TV support, and will also include a PR launch, digital and full social media activity. 0845 0533 333

ENGINO With strong roots in the educational sector, Engino’s new range includes sets that cover essential STEM subjects such as understanding Pulley Drives, Cams and Cranks, Wheels and Axels, Levers and Linkages and Gears and Worm Drives. Each set comes with robust theory booklets complete with experiments and quizzes to get young minds ticking. Each set also includes building instructions to make eight to 13 models depending on the package, the most popular of which is the Newton’s Laws set, which introduces kids to subjects such as Inertia and Kinetic.

Elsewhere, bigger kits include the Eiffel Tower and London Eye architecture sets. Both of the toys retail at sub £100, making them huge value for money for the consumer. Engino has also launched its Robotics ERP Pro line, a collection that took the limelight at the Gadget Show Live to a very receptive audience. This range allows children to build and programme their own robots using a number of different methods and instruments. Using the kit children can build up to eight robots varying in difficulty, all of which can be controlled through Bluetooth on a phone or tablet. 0800 988 7065

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11/05/2016 13:35

SECTOR GUIDE: STEM TOYS

MAGFORMERS

SPIN MASTER Following a year in which Meccano made its mark in the construction toy sector, 2016 sees the brand tackle STEM learning with the introduction of two new lines to its Tech range. From Spin Master this season is the new Meccano Micronoid line, a series of three different characters each with a Meccabrain and moving parts. The Micronoids can be programmed to dance, sing, navigate obstacle courses and interact with each other, all thanks to Meccano’s LIM technology and the in-built D-Pad in each bot.

Each robot also has a ‘yes’ and ‘no’ feature which means it can give its user a simple answer to any question. Similar to its larger counterpart, the Micronoid can even throw some moves on the dance floor as it responds to the beat of any tune. Meanwhile, for large scale construction and learning, the Meccanoids return with the new Meccanoid 2.0 and Meccanoid XL 2.0, the successors of the original Meccanid G15 and G15KS, arriving with twice the memory and faster processors. Both will include over 1,000 phrases with an ability to tell jokes, stories, give lectures and respond to natural language. Meccano is handled by global toy firm Spin Master who believes the toy brand will play an important role in encouraging youngsters to think about careers in science, technology, engineering and mathematics. 01628 535 000

JOHN ADAMS As the number one manufacturer of scientific toys in the UK (NPD data 2015), John Adams continues to lead the way in the STEM market. Boasting the top three bestselling science products of 2015, the company’s brand mission aims to encourage boys and girls of six years and upwards to explore the world around them, while making science and STEM learning fun and engaging.

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Following the success of Sparkle Science, John Adams is expanding its collection with Neon Science, lauching this month. Featuring three science experiments, Neon Science is a neon-coloured science set which enables kids to make wearable, sparkly, neon nails, create a crystal winged fairy and make a glow in the dark, sparkly neon nightlight jar. The Neon Science kit also includes a UV light so kids can show off their finished products to friends and family. The line joins the firm’s science portfolio, sitting alongside hit ranges such as Hot Wires, Gross Science, Glow in the Dark Science and Booms, Bangs, Fizzes. Neon Science will be TV advertised this year. 01480 414 361

Magformers is recognised as a global powerhouse in the STEM toys market, with educational learning and 3D brain development through play at the core of its business ethos. The firm is at the forefront of the transition from STEM to STEAM, with the intersection of art with science, technology, engineering and maths via its new STEAM Basic, STEAM Master and Super STEAM sets for pre-schoolers and kids at Key Stage one and two. Magformers boasts a wide range of STEM-focused toys including the Power Gear Set with 60 pieces including gears and power blocks. Among the numerous builds, kids can make an LED lit merryXXXXXXX

go-round, which can be set in motion with a power generator remote control. Meanwhile, deluxe boxed sets like the Magformers Super Brain Set offer 256 pieces including pulleys, air blocks, wheels, axles, joints and characters. All Magformers toys are designed to foster brain development and encourage STEM thinking through creativity and magnetic geometric shapes. All the magnets are encapsulated in the edges of each toughened plastic piece, but rotate freely to any direction and connect to each other. 01582 545 330

TRENDS UK For over 14 years, Trends UK has been a leading supplier of science toys in the UK and the year ahead promises to be no different thanks to its new Discovery Kids branding and the launch of the new Fright Factory. Discovery Kids science toys promise to do what they say on the box and allow kids to explore the depths of STEM subjects and conduct some ‘very sophisticated investigations.’ The 360-degree High Definition Microscope can be used with or without a smartphone and provides up to 200 times magnification, arriving complete with slides, tweezers and sample pots. Meanwhile, the Globe Planetarium features a light up globe of the star constellations, an electronic base to rotate the globe and a light pointer to point out all of the constellations.

Elsewhere, the Fright Factory Creature Creator enables kids to create 3D creatures using the supplied EwGoo gel that can be injected into a series of creepy moulds. The goo can then be zapped with UV light in the Fright Factory chamber. Completing the line up this season, Science Mad enables kids to mix ingredients and watch chemical reactions, grow crystals and find out how nature’s building materials work. 01295 768 078

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16/05/2016 14:07

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11/05/2016 11:06

SECTOR GUIDE: DOLLS

Dolly mixture Whether boosting STEM skills or catering for interaction with the stars of a child’s favourite ice-based movie, the dolls sector is a cornerstone of the industry. Billy Langsworthy takes a look at the major players in this space

JOHN ADAMS Following on from the Tiny Tears 50th Anniversary Doll last year, toy manufacturer John Adams is giving one of the UK’s most recognisable dolls a brand new makeover for fans this year. First launched in the 1960s, Tiny Tears was the first fully functioning feeding, crying and wetting doll that boasted closing eyes, moveable arms, legs and head.

BANDAI Since taking over the distribution of Famosa’s doll brands this year, Bandai is excited to now be marketing Nenuco and Nancy. The Nenuco collection of scented dolls includes an interactive Newborn with sounds, for an introductory price point of £14.99. Next in the range is Nenuco Makes Bubbles, a doll who blows bubbles when you feed her water from her bottle. Continuing the water and bubbles theme, the Bubble Bath doll with swimming costume and dolphin float is the perfect companion for bath time fun and will be the focus of Bandai’s TV advertising campaign.

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Classic Tiny Tears can be fed from her water bottle and then placed on her potty to wet. The doll will also close her eyes when laid down for a nap, offering children the opportunity to take part in nurturing role-play. This year, the refreshed Classic Tiny Tears doll also models a brand new outfit, featuring a specially designed patterned fabric that is completely unique to Tiny Tears. The new Classic Tiny Tears doll comes complete with her

very own accessories including a bottle, potty, pacifier and hairbrush for kids to play with. Also new for 2016 from John Adams is the Teeny Tiny Tears soft-bodied doll, which has duel function packaging that can be turned into a cute cot. Both of the new dolls are available now, and the range will also be supported by a heavyweight TV campaign, as well as benefitting from various PR support. 01480 414 361

FLAIR In larger sets, the Baby Chef comes with a magic spoon, mixer and food accessories. The autumn line is completed with Dr Why Is Nenuco Crying, where children use the cry translator to work out why their baby is upset and then cure her with the right medical accessory. In the world of fashion dolls, Nancy has been famous in Spain since 1968. Standing at 42cm high the dolls are available in a variety of styles. Nancy Flowers is the introductory doll choice with scents and stickers, followed by Nancy Hair Braids and a Nancy Princess doll. Animal lovers will enjoy the Nancy and the Dolphins set and for winter there will be two Nancy Snow dolls. 01489 790 944

GP Flair’s Just Play division is growing its dolls collection this year, literally. The firm is launching a line of supersize 70cm tall fashion dolls in its Barbie and Monster High ranges this autumn. The new fully articulated 70cm Barbie Best Friend Fashion Doll comes with removable shoes, rooted eyelashes and a brush to style her long blonde hair. Meanwhile, for ghouls with a more alternative style, there’s the Monster High Gore-geous Ghoul Beast Freaky Friend Doll, available in purple and green. Girls can transform their Ghoul-Friend’s look and eye colour by pushing the

back of her neck to make her blink. These dolls come with accessories including glasses, an eye mask, jewellery and more. 0208 643 0320

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SECTOR GUIDE: DOLLS

MATTEL 2016 sees the year of the girls for toy firm Mattel as Barbie celebrates girls’ imagination, empowering girls to dream big and believe in their dreams. Following the launch of three new body shapes – tall, curvy and petite – earlier in the year, Barbie Fashionistas continues to focus on diversity and up to date trends. The new 2016 Barbie Fashionistas doll line includes four body types (the original and three new body shapes), seven skin tones, 22 eye colours, 24 hairstyles and countless on-trend fashions and accessories. Innovations with ‘You Can Be Limitless’ introduces Barbie Made to Move dolls. With 22 ‘joints’, these dolls can mimic realistic action and movement. The autumn DVD release, Barbie Star Light Adventure, will be supported with an innovative doll line including the Barbie Star Light Adventure Galaxy Barbie Doll & Flying Cat.

The line also includes a Barbie Star Light Adventure Flying RC Hoverboard that really flies. The line will be supported by a marketing and retail programme including a TV campaign, PR activation and in-store displays. Mattel is also launching a line to appeal to younger girls with Barbie Dreamtopia, supported with a toy line including a light up Barbie Rainbow Cove Light Show

Monster High partner with Lady Gaga’s Born This Way foundation to encourage kindness and friendship with the launch of the new XXXXXXX #KindMonsters movement.

WILTON BRADLEY Snuggles is the popular dolls and accessories range owned and distributed by Wilton Bradley. The Snuggles range has progressively grown over the past decade into a comprehensive collection of dolls, doll prams, buggies and accessories recognised by its pretty designs, bright packaging, competitive retail price points and attractive margins. Featuring a range of dolls with interactive sounds, clothes and accessories, kids can engage in the role-play and companionship that the Snuggles range offers. As well as the Baby Dolls and Doll Sets available, there is also a range of accessories including a bath, high-chair, prams, buggies, travel cots and cradles. The Deluxe Dolls Pram is one of the firm’s most popular lines,

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Princess doll and Barbie Princess Horse and Carriage. Barbie Dreamtopia launched in spring via a competition inviting mums to help write Barbie’s next fairytale in partnership with parenting website Netmums and led by Geri Horner (nee Halliwell). This year also sees

Monster High’s second DVD in the year, Welcome to Monster High, will build on strengthening girl’s connections with core characters through an origins story following Draculaura’s quest to build a place where all Monsters can be friends. July will see the introduction of the brand new DC Super Hero Girls. Mattel will launch as the master toy licensee with a toy range spanning dolls, action figures and role-play. Ever After High continues to focus on the Powerful Princess message with two long-form content airing on Netflix with Dragon Games, which is available now, and Epic Winter which launches in autumn. Plus, each piece is supported by dolls. Elsewhere, My Mini Mixie Qs will launch with a focus on infusing play value into the collectables market through the consumer call to action: Pop and Swap. 01628 500 000

HASBRO featuring a fold up and down hood, adjustable handle, large lower basket, rigid metal frame, harness and clip, detachable carry case and bag. ‘We welcome customers to come and see the full Snuggles collection and the entire Wilton Bradley portfolio at our showroom near Exeter,’ read a statement from the firm. 01626 835 400

Hasbro’s doll offering spans its hit Disney Princess line, as well as some new goodies for Frozen fans to get their hands on. The Frozen Classic Fashion Elsa and Anna allows fans of Disney’s hit movie to play out their favourite scenes, while the Disney Frozen Magical Story Cape allows kids to fill the included wand with water, brush it on the capes, and see their friends magically appear. Elsewhere, each of Hasbro’s Disney Princess Royal Shimmer dolls come with signature jewel-ombre gowns and glitter print detailing, while the Disney Princess Little Kingdom dolls, spanning Cinderella, Belle, Aurora, Belle and Snow White, can all be mixed and matched to create new fashion looks. Finally, the Disney Princess Story Skirt range sees doll fans use the included magical wand

to reveal characters’ storylines. Kids can fill the wand with water and brush their dress to see scenes magically appear, and Cinderella, Rapunzel and Merida are available in the range. 020 8569 1234

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13/05/2016 16:03

SECTOR GUIDE: DOLLS

MGA ENTERTAINMENT/ZAPF CREATION For 2016, MGA Entertainment is looking to lead the doll space with lines spanning Lalaloopsy, Project Mc2 and Bratz. The popular Project Mc2 brand continues to go from strength-tostrength with the announcement of two new Netflix seasons, a major partnership with the British Science Association, and a nomination for the 43rd Annual Daytime Emmy Awards already this year. The current product line includes a range of Project Mc2 experiments with dolls. The dolls are based on the girls from the show and feature articulated legs and arms, premium hair, glass eyes and rooted eyelashes. Each set includes one doll and experiment accessories where kids can perform an experiment at home using household goods. Autumn/winter will see a new product line hitting shelves, with a new theme that aligns with STEAM. The campaign will be backed by entertainment and TV support and will also include a PR launch. Elsewhere, Bratz has made an impactful start to 2016 with fresh new themes inspired by current trends in technology and style. Music is a key theme for Bratz in spring/ summer 2016. The girls come with spirit animal inspired headphones in the Remix range while

the Festival Vibes collection sees the girls prepare for festivals. 2016 also see’s the return of #Selfiesnaps. Complete with some fresh new looks and lots of new accessories, the Bratz dolls are ready to pose for selfies. For autumn/winter, more new themes will be hitting the shelves expanding on the girls spirit animals and their love for cool tech gadgets. This spring saw the launch of Mini Lalaloops Style ‘N’ Swap. This line saw the mini dolls boast removable wigs, fashions and shoes for mix ‘n’ match fashion play. 2016 has also seen Lalaloopsy launch dolls with accessories, offering two core characters with new accessories that fit their personality.

Crumbs Sugar Cookie comes complete with a baking tray, two cookies, a piping frosting bag, a mixing bowl and a spoon, while Rosy Bumps ‘N’ Bruises includes a stethoscope, check-up bag, medicine bottle and Rosy’s pet bear with removable bandages. Autumn/winter 2016 will see some additions to the Lalaloopsy range including a hair-play theme and a big ‘surprise.’ Under the Zapf Creation arm, doll brand Baby Annabell is welcoming new products this autumn across the My First Baby Annabell and core Baby Annabell ranges. Just like a real baby, the Baby Annabell doll has lifelike functions, including drinking water and crying real tears. A new wetting function will also be introduced, and for even more play value, fans can purchase the Interactive Potty with realistic sounds.

introduction of new dolls, including two brand new talking dolls, who are called Tammy and Little Sweetie. Tammy and Little Sweetie are 15-inch and 12-inch soft bodied dolls. Tammy has 21 and Little Sweetie boasts 16 realistic, cute baby sounds and both are presented in ‘try me’ acetate window box packaging.

Another highlight is Megan, a brand new Styling Head, which comes complete with accessories, while Peterkin has also commissioned a new fabric for their range of buggies, strollers and accessories. These join existing best sellers, such as Dolly Doctor, Little Treasure and Baby BooHoo. 0116 2543645

The Baby Annabell family will also welcome two non- functional siblings, while an exciting new accessory set ‘to reveal a whole new world of play’ will also be a focus for A/W. For younger Baby Annabell fans, the My First Range will expand to include a new functional doll that supports traditional role-play between a mother and a baby. A free interactive app will add an element of digital role-play, helping children to develop their baby-caring skills. This year, BABY born, celebrates its 25th birthday and the iconic doll will be marking the milestone with PR campaigns and initiatives throughout the year. The core BABY born range will see a refresh, including new product functions and features within the interactive doll. BABY born will also be making a splash with the BABY born Bathtime range, including a bathtub with new functions. The BABY born Wonderland theme will also see new product additions, including whimsical creatures and additions to its Deluxe Wonderland Accessories. Elsewhere, an all-new, equestrian theme will also be introduced this autumn, and for the first time, BABY born will have a new, multifunctional sibling, targeting older girls aged four and above. TV and marketing campaigns will support the launches. 08450 533 333

PETERKIN UK The next stage of development for Peterkin’s Dollsworld brand comes in the form of a packaging revamp, which was showcased at the January 2016 fairs. The new concept brings a ‘vibrant, fresh, contemporary feel, which sits perfectly with the brands position and profile’. In addition to the packaging launch, 2016 also sees the

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SECTOR GUIDE: DOLLS

HTI Inspired by the contemporary models available in the ‘real life’ nursery ranges and featuring stylish fabric designs, HTI’s dolls prams provide little girls with a set of wheels for their dolls. The firm’s Chicco dolls prams and pushchairs range will launch this autumn/winter 2016, featuring a sophisticated pink and grey fabric colourway. The Chicco ‘3 in 1’ offers little ones maximum versatility and play value, as it can be used as a front or rear facing pram or pushchair. With a detachable pram body that can adjust from flat to angled, and reversible frame, the toy easily transforms. It also features swivel wheels, an adjustable hood, a soft grip height-adjustable handle, a handy under seat shopping basket and is also supplied with a matching shoulder bag.

Elsewhere, the stylish collection of Mamas & Papas dolls prams and pushchairs continues to go from strength to strength for HTI, bolstered by the success of the M&P ‘Armadillo’ dolls pushchair. The Armadillo dolls pram is inspired by the real life nursery model with a ‘Lemon Drop’ yellow colourway and matching bag. It also features a replica hood design, reclining seat, a handy under-seat shopping basket and clever folding mechanism. HTI’s Silver Cross dolls prams and pushchairs junior collection provides both classic and contemporary styling, replica detailing and co-ordinating accessories. The complete range has been refreshed for the year with a brand new ‘Aubergine’ fabric colourway. The popular Silver Cross Surf model is a replica of the

A GIRL FOR ALL TIME A Girl for All Time produces 16-inch articulated dolls and costumes, which are brought to life through novels. Launched just four years ago at Toy Fair 2012, the brand has gone from strength to strength in a short time, winning Playdoll of the Year (2014 and 2015) and five Oppenheim Toyportfolio Platinum Awards. A Girl for All Time’s expansion plans for the next few years are focused on both product and content. In addition to the brand’s new Your Modern Girl range of contemporary dolls, brought to life via a successful

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contemporary nursery pram, featuring the same modern styling and convertible features such as a reversible body and tilt mechanism to convert from pram to pushchair.

HTI will be launching new Disney Princess and Disney Frozen dolls prams and ranges with evergreen brands such as Peppa Pig and Minnie Mouse. 01253 775544

XXXXXXX VTECH Kickstarter campaign, the firm will also be expanding its historical line, which follows the Marchmont family through 500 years of English history. New costumes and accessories are in the works for this season, which will bring the total number of SKUs to over 75. The company will also be focusing on its publishing arm, which writes, illustrates and distributes the books that complement the dolls. A Girl for All Time continues to spread the word about empowering play for girls and with strong growth in sales already this year, 2016 looks to be an exciting year. 020 7060 6151

VTech’s Little Love Cuddle & Care comes complete with role-playing accessories such as a stethoscope, thermometer, syringe, spoon, medicine bottle and plasters, which allow children to take care of her. Little Love Cuddle & Care has lots of baby phrases and real-life sound effects to give kids a basic understanding of health concepts, and encourage nurturing role play by listening and responding to her requests. The five sensors and three buttons on her body trigger interactive responses, so children learn cause and effects and discovery through exploration. The doll will also be advertised on TV. Elsewhere, the Little Love 4-in-1 Carrier has four fun ways to play. The interactive carrier has four modes of play and easily transforms from a carrier into a rocker, activity seat and cot.

Children can listen to bedtime stories, sing-along songs and lullabies or learn letter sounds and piano notes to help develop language skills. All Little Love Baby dolls and most other dolls up to 36cm fit perfectly within the Little Love 4-in-1 Carrier, which also explains basic nutrition and gives baby care reminders. 01235 546 838

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OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR

FOLLOW ME ON TWITTER @JONSALISBURY

Jon Salisbury This month, the arrival of a new granddaughter for our columnist triggers a nostalgic look back at the products that populated his daughter’s own toy history

f you have met my daughter, you’ll know that she is a force of nature and tales of her antics as a child mean that the next chapter in the story of my grandparenthood practically wrote itself. I love telling tales of her early days. It was snowing on the day she was born, for example. How very picturesque. Edith never tires of me recounting the story, and how I nearly ran out of petrol en route to Watford General hospital. Edith is currently in the first flush of motherhood and is loving every minute of it. As for me, I’m a very proud Bampa, but I’d completely forgotten how unresponsive newborns are until they start to talk. Now Edith did everything early. She spoke at a younger age than her brothers and walked earlier too. Edith wasn’t hanging around for anyone and that’s been the case ever since. Her toy history was an interesting one too. With two noisy brothers, Edith had to shout loudly to be heard and they had little tolerance for girl’s stuff. While they were busy collecting numerous action figures like Ghostbusters and Teenage Mutant Nina Turtles (much like many children will be doing this summer

of course), Edith was occupied with Zapf’s Baby Born and her brothers broke two of them by throwing them down the stairs. We also found out, years later I should add, that one of her brothers actually scratched messages to their sister on my parents’ dining table. Reading this back, I make it sound like my children were feral,

While her brothers were collecting Ghostbusters action figures, my daughter Edith was occupied with Zapf’s Baby Born. Her brothers went on to break two of them by throwing them down the stairs. but I really did give them a moral compass. Honest. Like many girls her age, Edith then went Barbie mad, helped of course by Mattel’s lower price points of entry priced dolls. Shortly, she will become a toy expert once again as her own daughter drives her mad by watching those endless toy adverts on TV.

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

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