ToyNews 175 August 2016 by Future PLC

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Retail 14 Power play Our crowdfunding focus gets political this month with Statecraft, a brand new strategy game

No. 175

Licensing

20 Life support? With Disney Infinity no more, we look at how the future of the toys-to-life sector is shaping up

Pre-School

23 Bend me, shape me We look at the history of the industry’s most iconic strongman, Stretch Armstrong

August 2016

Marketing 28 Sin city Want to know the good, the bad and the ugly from this year’s Licensing Expo? We’ve got you covered

With an exciting slate of content planned from its Mattel Creations division, brands including Barbie, American Girl and Monster High are set to reach new heights away from the toy aisles. ToyNews talks to the head of Mattel’s new content creation arm about bringing IP to TV, stage shows and movies

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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

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.

WELCOME

CONTENTS

COMMENT

Regulars 06 08 09 09 10 12 14 66

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

Features 16 INTERVIEW: Mattel Creations 20 The future of Toys to Life 23 Anatomy of a Blockbuster Toy: Stretch Armstrong 41: Autumn Fair preview Licensing.biz 25 News 28 Vegas Licensing Expo review Pre-school 31 News Retail 35 News 36 ToyShop UK 39 Indie Profile: The Toy Box 47 Sector Guide: Girls market 56 Sector Guide: Musical toys 61 Sector Guide: Plush toys

Gotta catch ‘em all

ell it’s finally here. Pokémon Go has landed in the UK. For the uninitiated, Pokémon Go is an app game that uses your phone’s camera, GPS, Google Maps and augmented reality tech to bring the smash hit brand into the real world. Download the game, take a wander down the High Street and you’ll likely find a Pikachu hanging out by Greggs, a Gengar walking the aisles of Boots and a Snorlax blocking the entrance to the Ann Summers changing rooms. It’s already installed on more devices than Candy Crush, LinkedIn, Tinder and Clash of Clans and boasts more daily active users than Spotify and Netflix. It has given savvy retailers a new means of attracting consumers. ‘Lure Modules’ are used by players in the game to lure Pokémon to a certain location. You could buy one, put it by your house and suddenly there’ll be swarms of Pokémon on your front door. Businesses (including coffee shops, bookstores and pizzerias) are snapping up Lore Modules and using them to draw Pokémon to their shops in the hope that players will come knocking too. Whether it’s a deal for anyone who catches a Pokémon in the shop, promotions around connected merchandise or just £10 spent on luring Pickachu to your shop, it’s worth climbing aboard the craze however you can while it’s still piping hot. I myself saw a Charizard wandering the office last week. Rather than catch and train it for battles, I asked politely and now it does the tea rounds.

Contact: BLangsworthy@nbmedia.com

Master Toy range OUT NOW

Poseable ears!

Collectable figures, plush, dolls & feature plush Heavyweight TV campaign featuring Magic Twirl Mim-Mim TM & © FremantleMedia Ltd

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Download Pokémon Go and have a wander down your High Street. You’ll likely find Pikachu hanging out by Greggs, a Gengar walking the aisles of Boots and a Snorlax blocking the entrance to the Ann Summers changing rooms.

Let’s Twirl Away to Mimiloo

Promoted

fun phrases!

Magic Twirl Mim-Mim

For more information call: 020 8643 0320 or visit www.kateandmimmimtoys.co.uk

August 05

19/07/2016 15:14

NEWS

Raft of new exhibitors join UK pavilion at Hong Kong 2017 “Having a large UK presence there next year is bound to create a real buzz during the show,” said Stuart Whitehall, account manager, Overseas Fairs Division, as the increased space for UK firms welcomes newcomers BY BILLY LANGSWORTHY

whole host of UK firms, including Brainstorm, Bigjigs and WOW Toys, are set to make their Hong Kong Toy and Games Fair debut at next year’s show. Joining the UK pavilion, which will boast an increased size for 2017, for the first time are Bigjigs Toys Limited, WOW Toys, JNH Europe, Greenbrook Automation, Brainstorm, Rainbow Colours, Shades Music and Hornit, with more expected to confirm soon. “The UK pavilion for 2017 is exceeding all our expectations,” said Stuart Whitehall, account

manager, Overseas Fairs Division. “The pavilion occupied 60sqm earlier this year and since we launched in May 2016, we have more than doubled the area to over 130sqm.

“Having a large UK presence there in 2017 is bound to create a real buzz during the show. The UK brand is well respected and sought after in Hong Kong and to have such an impressive display of a

wide range of products is going to really draw the visitors.” After the success of the UK pavilion at the 2016 Hong Kong Toy and Games Fair, Birmingham Chamber has once again secured UK Trade & Investment grants for eligible UK pavilion exhibitors for the 2017 show next January. In addition, and exclusively for the UK pavilion exhibitors, the organisers are offering free customised business matching and publicity worth $390. To find out more about joining the show, the UK pavilion and how to apply for a £2,500 UKTI grant, contact Stuart Whitehill by email at stuart@overseasfairs.co.uk or call 01564 784999.

Vivid’s Nocto bat takes flight The firm has received positive feedback for its new tech toy, with it winning plaudits for its various features, including games, a protect mode and sound effects, as well as for the fact that it doesn’t rely on an app to work BY JADE BURKE Preparing to make its debut this summer, Vivid has high hopes that its new interactive bat, Nocto, will be a big hit with kids this Christmas. Nocto boasts a range of features, including interactive gameplay, six different moods, coloured lights, sound effects and movements, as well as a protect mode. “We have really high hopes for Nocto, and judging by the fantastic reaction he’s received so far, we are justified in believing he’s going to be hanging around on a lot of children’s Christmas lists,” Nocto’s brand manager at Vivid, James Ratcliffe, told ToyNews. “Nocto’s protect mode is a great feature and we think it will provide some light-hearted fun for all the

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family setting him up in various locations around the house, ready to trigger the alarm at the first sight of an intruder.” As more and more tech toys start to take the industry by storm, the company believes Nocto can stand out from the crowd thanks to it not relying on an app to work, and heaps of, what Vivid calls, ‘batitude’. “We have had positive feedback on the fact you don’t need an app to play with Nocto – all of Nocto’s great features come from the toy itself straight out of the box,” added Ratcliffe. “A really unique feature is that Nocto will come hanging upside down in pack on the shelves. Kids are going to love finding lots of different places to hang Nocto up.” Vivid: 01483 449944

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19/07/2016 10:08

NEWS

“Embrace tech or become obsolete,” warns Digital Kids Show founder Ahead of the inaugural show, Aisha Tilstone has voiced her opinion that all toy firms need to keep up with today’s children and utilise new technology in fresh ranges to avoid falling by the wayside to more tech-savvy firms BY BILLY LANGSWORTHY

he founder of the Digital Kids Show, Aisha Tilstone, believes more toy companies need to embrace tech in order to stay relevant to today’s marketplace. “Any toy company that doesn’t embrace developing toys that are tech-enabled or toys that boast a STEM element will be in trouble,” Tilstone told ToyNews. “There’s a generation of children that don’t watch TV anymore. They watch YouTube on their iPads.

“While cuddly toys will always be something children grow up with, the fact is that they would prefer one that talks back to them and one that they can interact with.

“That’s the way the industry is moving. In a few years, toy firms without a tech arm will become obsolete. You have to keep up with the emerging generation.”

Tilstone is now urging toy firms to get involved in this year’s Digital Kids Show in order to align themselves more with technology. The show will take place in Manchester’s Event City on October 29th and 30th and will feature six zones where kids can play games, test apps and learn how to keep safe online. “They will also be able to touch, feel and see these products, then buy them if they want to,” concluded Tilstone. Digital Kids Show: 0844 225 0650

KD UK hits all the high notes with Little Baby Bum plush line The smash hit YouTube series has already reached more than eight million views BY JADE BURKE KD UK is diversifying its product offering with its latest Little Baby Bum musical plush collection. Boasting toys based on characters from the hit YouTube series, including Pig, Baa Baa, Baby Panda, Mia and Twinkle the Star, KD UK’s managing director,

Seth Bishop, believes the line is perfect for the direction the firm now finds itself moving in. “2016 will see us diversify from the ELAs we have been known for,” Bishop told ToyNews. “We’re very excited to be at the forefront of what we think will be a great success for an already very strong pre-school brand.”

Having accrued over eight billion views on YouTube, Little Baby Bum boasts a strong fanbase among pre-schoolers, a happy resource for KD UK’s toy line this August. “We fully expect that audience to expand their Little Baby Bum world and blend digital and physical play with the musical plush range.” KD UK: 01727 827 194

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

sales@cartamundi.co.uk Ph: +44 1286 511 522 @cartamundiuk

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August 07

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NPD RESEARCH

June sees outdoor toy sales fall while pre-school shines

rowth for the UK toy markets in June slowed down, up just one per cent in value. This was due to the impact of poor weather on the largest area, the outdoor toys category, which declined by 18 per cent for the month, as some sunny weeks in June 2015 were replaced by rain and colder weather this year. While outdoor and sports toys was the main reason for the slowdown in the growth of toys, nine out of eleven supercategories continued to experience value growth in June. The fastest growing category is infant/toddler and preschool toys, the second biggest supercategory in the UK, adding £2.6m to the toys market in June. Over half the growth came from two largest subclasses, pre-school figures/play-sets and accessories and preschool vehicles, where Paw Patrol is performing strongly.

The number one item for the category for June was Paw Patrol Vehicle and Pup, with Paw Patrol accounting for five items in the top ten. Blaze and the Monster Machines also made an impact on the category as the top new property in the supercategory. The dolls supercategory is the second fastest growing area in June, up 13 per cent in value and up 17 per cent in volume, adding £1.8m to the market. The strong performance was driven by a 47 per cent increase in the dolls play-sets and accessories segment.

PROPERTIES Best item progression June 2016

Within dolls play-set collectables, Shopkins and My Little Pony are the top two properties and are gaining sales. New properties Tsum Tsum and Num Noms also added to the growth of dolls in June. “While the referendum and Brexit vote will have a long term impact on the UK toys market, especially any impact on the exchange rate, the initial toys market performance seemed to be more impacted by changing weather patterns than changing political leadership,” said Melissa Symonds, practise director of NPD Group’s toy business in the UK. “Consumer confidence dropped after the result, but the toy market has grown during dips in confidence before. Innovation and newness are key drivers, and there are plenty of launches to come for the second half the year, which have the potential to drive the market, even if the weather doesn’t improve.”

LEGO Super Heroes Spider-Man Ghost Rider Team Up Moving from position 2368 up to number 70 in June, the new set has proved fruitful for LEGO.

SALES

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

YTD 2015

YTD 2016

Source: NPD

AVERAGE TOY PRICE June 2015: £8.00

June 2016: £6.96

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

June 2016

1 UEFA Euro 2016 Stickers Pack

LEGO Disney Minifigure

Panini

(Unit sales – volume)

Panini

LEGO

LEGO Disney Minifigure

LEGO

Paw Patrol Vehicle and Pup

Spin Master

Hot Wheels Single Cars

Mattel

All Surface Swingball

Mookie Toys

UEFA Euro 2016 Adrenalyn XI Booster Pack

Panini

Star Wars: The Force Awakens Chewbacca Mask Hasbro

Play-Doh Single Tub

Shopkins Pack of 12

Flair

WCS Match Attax 2015/16 Trading Cards

Panini

LEGO Star Wars Millennium Falcon

LEGO

LEGO Minifigures

LEGO

Pie Face

Hasbro

England 2016 Adrenalyn XL Trading Cards

Panini

TMNT Basic Figure Assortment

Flair

Paw Patrol Mashems

10. Hot Wheels Single Cars

Mattel

10. Shopkins 2 Pack

Hasbro

Character Options Flair

Notes: All participating NPD retail data suppliers provide weekly data via epos systems. NPD figures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. Epos sample includes the following retailers: Amazon.co.uk, Argos, Asda, Boots, Debenhams, ELC, Entertainer, Firebox, Halfords, Hamleys, John Lewis, Mothercare, Sainsbury’s, Shop Direct, Tesco, Toymaster, Toys R Us, Whsmiths, Wilkinsons. NPD estimates that the epos now accounts for 75% of the total UK toy market.

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CAMPAIGN OF THE MONTH / PLAYTIME

Little Live Pets This autumn will see the Little Live Pets brand enter the world of feature plush with the new Snuggles My Dream Puppy. Now, Character Options has unveiled its campaign of activity around the launch of the new pooch CONTACT: CHARACTER OPTIONS, 01616 339 800

haracter’s Little Live Pets brand is fast becoming one of the market’s biggest properties, and this year will welcome new interactive birds, mice, turtles and jumping frogs. This autumn, Snuggles My Dream Puppy will also make an appearance, taking the brand into the world of feature plush. With so much development, the team has put together a marketing plan that will create maximum awareness of the new arrivals for both existing and loyal fans, as well as newcomers to the brand. The campaign kicked off last month, and will take a subtle shift later in the season as the Snuggles campaign takes centre stage.

Each pet collection will have its own TVC support, encouraging kids to build upon their collections, and for the first time a branded ‘World of’ spot (which debuted in July) encompasses the range and highlights the brand’s play pattern. The brand will also benefit from a CITV sponsorship package, with 10-second spots bumpering shows on weekdays and weekends from September through to January 2017.

Added to this will be two waves of print adverts in August and September, and a reinstatement of the Little Live Pets department store microsite on the SuperAwesome network. Snuggles, who has already topped retailers’ Christmas lists, will get special treatment, and is set to have his own My Dream Puppy Club online portal with downloads for new and wannabe owners. Snuggles also boasts various features, and falls asleep and snores just like a

real puppy, plus he is continually in need of some TLC from his owners. Once again, a full print campaign will take place, plus a standalone digital campaign that focuses on puppy care ‘the Snuggles way’ will also launch. Ensuring all bases are covered and hands on awareness is gained, Little Live Pets will be seen by hundreds of thousands of shoppers at London’s Westfield shopping centre in late October, when they return, complete with Snuggles, to the Gadget Show Live Technology Showcase. The brand will then migrate to the NEC in Birmingham the following week, where it will be a main attraction with family visitors to the National Pet Show.

Generation Media’s Lauren Coombs takes a look at how advertisers can reach dads using kids’ TV channels Source: BARB 2016, GB TGI 2016 Q2 (Jan-Dec 2015) *Based on men with children between age of seven-12 in the household

s an industry focused on toys and games, we hear the term ‘mutual viewing’ most associated with mum watching TV with her child. However, we know that it’s not only mum who is responsible for making the purchases. So what is dad watching with children and can we target them through more cost effective channels vs adults’ time? If we focus on dads with preschool children first of all, in a time of sporting hysteria it is no surprise when we look back at the latest data (June 1st to June 26th 2016) the top shows for this audience is centred around the Euros. As one would expect, sporting content becomes even more prominent for dads with older children.

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Most particularly the England vs Russia game that delivered 71,000 men with kids aged from four to six impacts (three per cent of the target audience), showing that big sporting events don’t just bring in men aged from 16 to 34, but also families watching together. Family films also prove a popular choice with the likes of Hotel Transylvania on ITV2 (37,000 impacts – two per cent), 101 Dalmatians on Channel 4 (30,000 impacts –one per cent) and Cloudy with a Chance of Meatballs on Channel 5 (24,000 impacts – one per cent), all featuring in the top 20 programmes for this audience. However, airing across adults’ channels is not the only way to target potential dad consumers.

If we focus on the last full month of data for May 2016, we can see that three of the top 10 channels against dads with pre-school children are kids’ channels (Disney Jr, Nick Jr and Pop), proving that this content provides advertisers with the opportunity to reach dad more cost effectively.

If we broaden the target group to dads watching with kids aged from seven to 12, 56 per cent are still watching children’s programming*. When analysing the categories that advertise on kids’ channels, while predominantly focused to toys and games, we also see a number of FMCG brands targeting mum. However, there is clearly an avenue for advertisers to reach dad through these channels.

ToyNews PlayTime is provided by Generation Media

0207 307 7900 | www.generationmedia.co.uk August 09

19/07/2016 10:20

APPOINTMENTS

Industry moves This month sees IMC Toys named as our team of the month. Elsewhere, H. Grossman appoints a new national accounts manager, Hasbro bolsters its board of directors and Doug Wares joins Magformers’ sales team TEAM OF THE MONTH: IMC TOYS Who’s in the team? Currently on the UK side there are 11 employees. Our MD, Terry Crew, heads up the team. We have three members in finance and operations/ logistics, our sales department of three is ran by sales manager Guy Rooney and our marketing manager is Kirsten Chambers. What have been some of your latest successes? 2016 has been massive for us; in particular Club Petz had an incredible time. In addition to this, we have also successfully launched our Miles from Tomorrow pre-school range and now have the EMEA master toy for Mickey & Minnie.

H. Grossman n JULIE BUNYAN is joining the toy firm as its new national accounts manager. Boasting 26 years of sales experience, Bunyan also previously spent 20 years as national accounts manager in various categories including children’s arts and crafts. MARTIN GROSSMAN, owner of H. Grossman, said: “We are delighted to welcome Julie to her new role, her experience will be invaluable.” Bunyan will be stationed at the company’s Glasgow office.

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We were recently awarded the ‘Best Infant and Pre-school Licensee’ at the 2016 Disney Licensing Awards. What are the biggest challenges you face in the industry? One of the biggest challenges I think all manufacturers are facing is forecasting, lead times and ensuring product availability. As a business, IMC are moving more production into Europe, which is giving us more opportunity to be reactive to the sales. What’s the best part of working in the toy industry? It’s amazing being part of such a vibrant and innovative industry. You never know what might just

ChizComm n The firm’s president HAROLD CHIZICK has been elected to the Board of Directors for the Canadian Toy Association (CTA). Chizick brings almost 20 years of experience in the kids’ space to the role, and has also previously spent four years as one of the official spokespersons for the CTA. “It is such an honour to be elected to the Board of Directors for the CTA.” said Chizick, president and CEO of ChizComm.

Hasbro n Hasbro is adding two new members to its board of

be the next ‘wow’ product that takes the nation by storm. Do you attend industry events? Yes, we’ve been at London Toy Fair for a number of years and we also have a fantastic stand at Nuremberg. The sales team also goes out to Hong Kong and we part-take at Toymaster and AIS.

directors. HOPE COCHRAN and MARY BETH WEST will both be joining the firm’s board with immediate effect. “Our business and our brands are stronger, more global and more pervasive than ever before, and I’m thrilled we’ve found two dynamic business leaders whose expertise will help us further deliver against our Brand Blueprint strategy,” said BRIAN GOLDNER, chairman, president and CEO of Hasbro. Magformers n The construction toy firm is boosting its sales force in the form of toy veteran DOUG WARES. Wares has worked with various toy companies, including Humbrol and Bandai since he started his career in the industry back in 1988.

Who is the office joker? We’re all partial to a practical joke or too, but the biggest jokers are Guy or Aimee. Who makes the best cuppa? Best cuppa has to go to Sarah, who works in our sales admin department. She knows just how everyone likes their brew.

“Magformers is clearly one of the fastest-growing toy brands in the UK and I’m delighted to be joining the business to help it establish a foothold in Scotland,” said Wares. Jazwares n Jazwares is bolstering its marketing team with KAREN KILPATRICK as VP of marketing for JazWings. Kilpatrick will be stationed in the company’s Sunrise, Florida headquarters, where she will be responsible for boosting JazWings’ innovation in the toy and entertainment space for creators and inventors. “I’m so excited to be able to lead JazWings’ next phase of development,” said Kilpatrick.

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19/07/2016 12:47

OPINION

To invent or copy?

That is the question. Here, Richard Heayes reveals what toy firms need to bear in mind when striving for the innovation that keeps the industry moving forward

If you want to work with inventors, you need to be open to new ideas, creatively engaged and have a desire to support something that could rapidly expand your business. 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.

et’s be honest, a huge amount of what we see on the shelves of toy stores isn’t that original, different or innovative; and that is just fine, because it’s pretty much the same for many consumer goods industries. It is perfectly fine to run a business with a low price, low innovation model. The problem comes when your competitor changes the rules of engagement by offering something standout that consumers love. We are seeing this happen faster and be more disruptive than ever before across the spectrum of global products and services. Developing new products isn’t easy and it usually isn’t cheap so it’s tempting to look at what your competitor is doing and copy them or distribute someone else’s innovation and hope you can hold onto the rights.

So if you do want to develop your own product, where do you start? Creating an in-house team can take time and for a small or medium sized business be quite a commitment. A design consultancy is the obvious next step but there are not that many who really understand the world of toys and games so you need to choose wisely. For the toy business, there is a third way and that is to work with professional inventors. There is always a need for continual innovation by the big players, and so the toy invention community has been pivotal to many of the major toy and games successes over the last 60 years. Many companies however are still unsure how to engage and work with inventors. Toy inventors know the business, they know the brands and they know the consumer. Since they are not

tied to in-house structures, they are free to think, cross-pollinate ideas from other industries and experiment without the need to rush into the brand review meeting. If you want to work with inventors then you need to be someone who is open to new ideas, is trusting and respectful of others’ IP, wants to be creatively engaged (I certainly like being challenged) and has a desire to launch and support something that could rapidly expand your business. The best inventors are true partners, they want your product to be successful because they have a stake in it being so. As the world gets smaller and the competitive landscape gets, well, more competitive, there is one certain way to stand out - have something no-one else has. A product you can own, license out and grow.

Sweet dreams Golden Bear’s Barry Hughes sheds some light on the origins of the firm’s latest brand, Sleep Tight All Night, and explains why more firms should create their own IP

We wanted to leverage all the skills, knowledge and relationships within the company to develop our own IP - the result is Sleep Tight All Night. ABOUT THE AUTHOR Barry Hughes is commercial director at Golden Bear. Golden Bear can be contacted at 01952 608 308.

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he vast majority of Golden Bear’s revenue comes from licensed pre-school lines but we wanted to leverage all the skills, knowledge and relationships within the company to develop our own intellectual property. The result is Sleep Tight All Night – a unique sleep aid system that helps kids get to sleep, helps them get back to sleep and, most importantly, tells them when it is time to get up, but also offers a day mode which allows the child to play with the toy during the day. Before we started the project, we undertook extensive research which showed that sleep and sleep issues are one of the top

topics of conversation on mums’ websites and something that every parent encounters at some stage of their kids’ lives. Supplementing this, we found lots of academic research into the best sounds and colours of lights to help children get to sleep and, most vitally, get them back to sleep again should they wake up. We also needed to identify a simple instruction that kids aged between 18 months up to six or seven years old would understand. We settled on traffic lights which kids are very familiar with early on, so a light that is red signifies ‘stay in bed’ while a green light means ‘get up and go’. The major difference that Sleep Tight All Night has to our pre-school licensed lines is in the marketing. With most of our hero pre-school items. there is a strong

level of pester power from the kids. In the case of Sleep Tight All Night, it is primarily a solution for parents that kids will grow to love once they have it. Therefore, our marketing is more targeted to parents that would normally be the case. We’re excited about working extensively with Channel Mum and Tots 100 bloggers as the product has the potential to change parents’ lives massively for the better and we can’t wait to see the difference it makes for these keys influencers, which will undoubtedly encourage word of mouth amongst parents. Sleep Tight All Night has shown us that we can leverage our key skills, experience, knowledge and relationships to create our own intellectual property and bring it successfully to market. I’d encourage all companies to do the same.

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19/07/2016 10:28

OPINION

Leaving the EU spells uncertainty for toy innovators Harbottle and Lewis’ Jeremy Morton takes a look at what Brexit is likely to mean for toy businesses when it comes to their intellectual property protection

EU-wide IP rights such as the EU trademark and Community design rights will no longer include the UK once we leave the EU. This has both practical and cost implications. ABOUT THE AUTHOR Jeremy Morton is a solicitor who advises in the specialist areas of intellectual property and data protection law at Harbottle & Lewis. He can be contacted on 020 7667 5000.

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hether it’s safety regulation or data protection laws, the EU has had a big impact on toy makers. Intellectual property too is protected by a myriad of EU directives. It may not always be the clearest set of laws we could hope for (the shapes of LEGO bricks are not registrable as trademarks, but LEGO Minifigures are, and the Rubik’s Cube, well, we’re still waiting to find out about that one). But the huge impact of the EU over the 25 years plus in which I’ve practised law has been the ‘harmonisation’ project. That is, striving to align laws and the scope of protection for innovation, across all Member States, in the context of the free movement of goods. That won’t unravel for the remaining countries just because one country leaves the EU. In fact, if the UK becomes a member of the EEA, little may change. For now though, it is hard to predict how intellectual property laws in the UK will be affected by Brexit, and what strategies toy businesses should adopt regarding their intellectual property protection. Obviously, the EU-wide IP rights such as the EU trademark and Community design rights will no longer include the UK once we leave the EU. This has practical and cost implications in terms of filing strategies. There may be a ‘grandfathering’ of existing rights as part of the exit transition, so that you end up with a national UK registration plus the EU registration for remaining Member States. But if not, you would need to file a new application for the UK, losing priority for the period since the filing of your original EU application. Given the uncertainty, some businesses will now take an extra-

prudent approach to new filings, and apply both in the UK and EU - even though most trademark lawyers would suggest that this is likely to prove unnecessary. The principle of ‘exhaustion of rights’ currently means that legitimate branded goods placed on the EU market with consent cannot be blocked at an EU border. This might no longer apply in the UK, unless we become an EEA member like Norway. It would be possible to use UK trademarks and other intellectual property rights to stop ‘parallel imports’ of imported genuine goods, and vice-versa. In this scenario, the UK would be a separate market from the EU: the drawbridge would be up. It is anyone’s guess how likely this is. Parties to EU distribution or licence agreements may already be re-examining their terms, and whether the business rationale could be affected by Brexit. But this is unlikely by itself to be grounds

There is no need for immediate panic, but Brexit will, in due course, have huge implications for IP rights holders and licensees. Jeremy Morton, Harbottle & Lewis for terminating a contract, unless specifically provided for, or unless it constitutes ‘force majeure’. There is not likely to be a seismic shift in legal protection for innovation and brands. It is unlikely that the UK will completely rewrite its laws and throw out EU principles. The essential features of European trademark protection, copyright and designs law are

likely to remain a part of UK laws unless there is a strong reason for them to be rejected immediately. Only over time, with English courts and Parliament no longer required to follow EU legislation or judgments, will we develop independent principles that may diverge markedly from EU law. There will be a lot of interest in how UK data protection laws develop, given that the new and more onerous EU ‘General Data Protection Regulation’ will apply in Member States from May 2018. On the technical side of things, the EU Unified Patent Court system and the Unitary Patent were about to come to fruition after years of preparation, providing a one-stopshop for patent enforcement in the EU. This will now almost certainly not include the UK. In fact, Brexit will also seriously delay, and possibly completely derail, the commencement of the Unified Patent Court for the remaining Member States: the UK’s ratification was essential to commencement and the UK was to be the location of one of the three central divisions. Who knows if the remaining Member States will continue to have much enthusiasm for the project? For the avoidance of doubt, and a little confusingly, none of this affects the long-established ‘European patent’ system, which is not specific to EU member states. And finally, this doesn’t necessarily stop with the UK. Businesses should be alive to similar issues looming in other EU Member States, and take care when drafting any EU-related licences or other IP agreements. There is no need for immediate panic, but Brexit will, in due course, have huge implications for IP rights holders and licensees. August 13

19/07/2016 10:28

CROWDFUNDING FOCUS

Statecraft – A political strategy game What with the Brexit, Trump tackling Clinton in the US elections and general political turmoil the world over, Inside the Box Board Games believes there’s no better time to launch its political title, Statecraft. Robert Hutchins talks to its creator, Peter Blenkharn, about surviving the ‘baptism of fire’ that is a Kickstarter campaign Platform: Kickstarter Goal: £8,500 Campaign status: Funded Can you talk us through the Statecraft game? We have always been massive politics nerds, following all the election stats and debating the latest issues. However, it’s not something that excites or interests everyone, despite it being something that affects you every day. We wanted to make a game that lets you explore the choices politicians make and how a changing political system can fundamentally alter what comes about. Statecraft sees players take on the role of a political leader, building a faction within a fictional nation during one of a variety of scenarios, from elections to sectarian violence. They then recruit politicians to their side and build up a manifesto of policies that appeal to the demographics of their nation. Each game includes a series of events and emergencies which force players to respond dynamically to the volatile world that you have created. What has early reaction towards the game been like? It’s been really positive. We surpassed our Kickstarter goal of £8,500 within days and we have had a range of ages fall in love with the game already, from kids to civil servants. We have had loads of people saying that they love the art style, the humour and the dynamics of the game. It gives a true representation of political systems

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while allowing players to craft their own worlds. I have honestly been shocked by how many people start off playing Statecraft by saying they hate politics and then 20 minutes later, they have pledged for the game.

Statecraft is a game that has struck a chord with many people as well as being a game that has set itself apart from the usual US election or niche Medieval poloticking games. We are riding on the back of a huge wave of

I have been shocked by how many people start off playing the game saying they hate politics, and then 20 minutes later they have pledged for the game. Peter Blenkharn, Inside the Box Why is now the right time to be bringing Statecraft to players across the UK and the globe? With the EU Referendum, the US election, political turmoil and disenfranchised voters the world over, now more than ever, engaging people with politics is an important task. We need to bring more people into the process.

support from the UK Games Expo so now is the perfect time. What interest from retailers have you had so far? We have had loads. There were about half a dozen independent retailers, as well as Travelling Man, that approached us at the UK Games Expo for retail deals. We are also working with the bigger players

in the industry to get Statecraft into wider distribution throughout stores in the UK and beyond. I would love to see Statecraft in some of the mainstream, geekdom stores such as Forbidden Planet, as well as in a good crop of local game stores throughout the country. It would be great to have the game in places like Waterstones, where there is a lot of crossover interest. Why choose the Kickstarter route? We went through through the Kickstarter ‘baptism of fire’ last year with our game Molecular, which gave us enough momentum to launch Statecraft. There really is nothing like putting your idea out into the open to face scrutiny from a million geeks all at once. You get to see if your idea has demand and share the creative process with people across the world. Traditional publishing routes have nothing on backers from three different continents telling you their ideas for your game. I can see us using Kickstarter to create projects for the foreseeable future.

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19/07/2016 10:33

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10/06/2016 10:44

MATTEL CREATIONS

The Creations story Mattel launched its new content and entertainment hub, Mattel Creations, earlier this year, but already the studio is redefining the company’s wider approach to TV, film and digital for some of its biggest brands, including Barbie, American Girl and Thomas & Friends. Robert Hutchins talks to Christopher Keenan, SVP of content development and production at Mattel, about the latest developments for the blossoming studio

an you tell us about your background in this space. What’s your history with Mattel? I was previously working for HIT Entertainment at Mattel’s London office for about two years. I had been recruited by them after I had been doing some consulting and freelance development with them. Mattel brought me in to run the content side of things and that grew into the role I currently have with Mattel Creations. It highlights the way the company and Creations in particular has evolved organically.

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Mattel Creations united several existing in-house content creation teams. How has this process been? It’s been an incredible year and quite the evolution. Mattel did have an in-house production arm called Playground Productions that was set up to create content to support specific brands within Mattel. Playground Productions was folded into Mattel Creations and has evolved dramatically over the last six months. We are embracing the idea that we are the centre of excellence with regards to

property, character and content development and distribution. Mattel Creations is very much a content hub for the whole company and that includes Mattel here in L.A., in the London office and American Girl. We have experienced enormous growth and change in recent months. We are in the final stages or re-organising and setting up shop so it has been a real centre of activity. We are developing a TV series around some of the Mattel characters for the first time, in addition to doing more of the long-

form direct to consumer specials or movies. We are also pursuing some original properties and are in development on those currently, particularly in the pre-school and kids’ markets. A lot of these we will be unveiling at MIPCOM, but believe me, it’s exciting. We are looking beyond what is being produced by our toy and brand groups and are looking at new characters, new worlds and new stories. What can we expect from you guys for 2017 and beyond?

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19/07/2016 10:41

MATTEL CREATIONS

Well, we are very excited about the new Barbie content that we have developed. We haven’t decided if this is for TV or other platforms, but there is a lot brewing. We are looking at evolving the character of Thomas and looking at some new avenues for Thomas & Friends. We will also be presenting a couple of new concepts in the pre-school arena and the boys and girls aged six to 11 space. What is the big focus for you guys in the film and TV space? Previous years have been huge for Barbie and we are currently riding all that excitement and exploring new opportunities for her, her sisters, her circle of friends and her universe. Barbie and that family of characters are definitely our number one focus. As a character, she has undergone such evolution in the last couple of years, both in the content and product as well as the public zeitgeist. Elsewhere, American Girl is another priority. We are launching Wellie Wishers, a new 2D animated series next month. That will launch on Amazon with a related product and doll line following. It’s the first time American Girl has had a sub-brand of characters and we are looking at a lot of additional content in partnership with Amazon for American Girl, including a number of specials and movies in the live action space. In the pre-school space, Thomas & Friends continues to be our number one engine and our content slate is more robust than ever. It is safe to say that with the developments for all three now underway, the best is still to come for these already iconic brands. Barbie in particular has undergone a huge evolution recently, with new body shapes and ethnicities added to the range. Will this be reflected in the new content? Absolutely. The message behind the diversification continues to be the first and foremost part of our mantra as we develop content for

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the Barbie brand. As the content evolves, there is certainly going to be a message of not only empowering girls, but celebrating diversity and the potential within every girl. Why was this year the right time for Mattel to launch the Mattel Creations umbrella? The whole landscape of children’s entertainment has undergone a revolution with kids experiencing

trying to tell the most engaging stories as possible. We believe the relationship between the viewer and the characters is paramount. That relationship can be formed through content, product, interactivity, live events and more, We are always working in tandem with all the business units that touch consumers across Mattel; the agenda being that the more we engage, the deeper their relationship will be with the

We are seeing kids in complete control of their viewing choices; watching what they want, when they want, where they want. Christopher Keenan, Mattel Creations content on the widest variety of platforms and formats. Creations was developed to help serve that appetite for the content that is out there in this wide variety of forms. For the first time, from the earliest of ages, we are seeing kids in complete control of their viewing choices: watching what they want, when they want, where they want. If you are not there, you will not be seen. That is why we decided to bring all the global operations under one umbrella; to be seen. What wider impact do you expect to see Mattel Creations have on Mattel’s toy business? There is a strong synergy between what we do at Creations and each of the brands and their respective toy teams. First and foremost, we are

characters. That helps to inspire play, which inspires purchases. How big a role do you see Creations’ work with original series playing in the future? We have been acquiring properties and working with a significant number of different partners in terms of developing new IP for content and toy production. We have our core brands and a lot of the Mattel owned library properties that we

mine for new content. But we are also exploring a lot of properties that have a genesis outside of Mattel. For us, there is any number of business models to look at. The content may come first, the toy may come first and it can grow in any number of ways. But ideally, any of the original properties that we are developing for content we want to be sure there is at least the potential for product in toys built into the DNA of the property. When we are talking about engagement on multiple platforms, audiences expect product for their favourite shows and characters, and we will always keep that as our focus. What’s the next big step for you guys? What’s exciting you the most at the moment? I would say the next big step for us would be MIPCOM. We’ll be announcing our plans for series content coming out of Mattel, as well as some of our new partnerships that we are in the process of exploring. Best in class partners are our priority and coming out of the Licensing Expo in Las Vegas, there are a number of discussions that are exciting us. Our global footprint will continue to expand thanks to some of the terrific partnerships that we are currently exploring.

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19/07/2016 10:41

*NPD Total Property YTD June 2016

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18/07/2016 13:17 15/07/2016 09:28

TOYS-TO-LIFE

Life at sea?

Until the recent demise of Disney Infinity, the toys-to-life category’s rise to success has gone relatively untested. In the wake of one sinking ship, Robert Hutchins looks at how choppy the sector’s journey is now likely to be

hen Disney pulled the plug on its toys-to-life brand, Disney Infinity, the gaming community was rocked by the studio’s departure from this seemingly prosperous sector. Disney left what has been championed as a growth market and announced that Disney Infinity 4.0 would never see the light of day. In order to plug its own drain, Disney axed 300 jobs, announced its plans to close down its own game publishing operations and pulled out of the world’s largest video game and consumer tech show, E3. But does this all mean that the toys-to-life sector is on the brink of a downward spiral? Disney Infinity joined the toys-tolife battle in 2013, two years after the sector’s inception in 2011 with the introduction of Activision’s Skylanders: Spyro’s Adventure.

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The launch helped lift Disney’s interactive unit to its first annual profit of $116m by 2014. It was the same year Nintendo launched its own version, Amiibo, featuring

and a number of young start ups popping their heads over the parapet. “If you look specifically at the likes of Skylanders, that brand has been in steady decline since 2012’s

We believe there is an opportunity to grow LEGO Dimensions sales and we will continue to innovate and move the franchise forward. David Haddard, Warner Bros a cast of popular videogame favourites. LEGO then entered the fray in 2015 with LEGO Dimensions. From the outside, the market could not have appeared stronger, with four titles vying for shelf space

Skylanders Giants,” says Chris Dring, editor of video games trade publication, MCV. “However, it’s easy to point at a failure and at declining sales figures and suggest a market is

about to collapse. There are still opportunities 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.” Clearly the toy and gaming community still has an appetite for toys-to-life. Why then, was it not enough to encourage Disney Infinity to ride out its choppy seas? According to Disney CEO Bob Iger, the firm lacked a confidence in the stability of the business as well as its own self-publishing operations. However, Alex Fleetwood, the creator of toys-to-life title Beasts of Balance (a game that blends the principles of Jenga with a strategy videogame), believes Disney lacked the ability to innovate. “Disney Infinity is the Farmville of today: a huge hit, but ultimately hamstrung by an inability to

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19/07/2016 16:30

TOYS-TO-LIFE

innovate fast enough on its core proposition,” he told ToyNews’ sister title, Develop, earlier this year. “Neither Farmville nor Infinity managed to move beyond their core demographics, and both suffered from a similar misapprehension about the line of best fit between gameplay and business model.” It may be a scathing assessment of a line that managed to bring heavyweight licences to the toysto-life sector in Marvel, Star Wars and Pixar, but it’s one that reflects a wider shared vision for the market. “I think of toys-to-life as an on-ramp for a much bigger market called ‘connected play,’” Fleetwood continues. And he is far from the first to think so. In fact, the latest data from Juniper Research predicts that by 2020, revenue from the connected toys market will hit $1.2 billion in the UK alone. According to Anki, the team behind Anki Overdrive, a concept that brings video game play to life through its car racing track system, the global potential for the ‘connected toys’ market is huge. “The concept of toys that serve as a prop to unlock a character in the game has become big business in a very short period of time, but technology can do so much more,” Stuart Collingwood, general manager of Anki UK, Germany and UAE, tells ToyNews. In the last five years, Anki has taken giant strides in condensing robotics and artificial intelligence into an accessible consumer products market. And the 3.2 million hours of logged Anki Overdrive gameplay attests to the popularity of its concept across the globe. Meanwhile, the firm continues with its plans to ‘define the future of play’ with the unveiling of its programmable robot Cozmo. “Video games have spawned a new generation that live and play in virtual worlds,” continues Collingwood. “For that reason, a good tech toy needs to combine both the virtual and the physical and deliver the best of both worlds.

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“Technology can push the toy industry forward and provide richer entertainment experiences for our children.” So what’s next for the likes of LEGO Dimensions and Skylanders? “It’s a really exciting time for Skylanders,” says Josh Taub, senior executive producer of Activision. “We have launched Skylanders Battlecast and Skylanders Imaginators, and continue to remain focused on advancing the

Our track record and constantly evolving universe - with new characters and storylines - is what makes Skylanders exceptional in the toys-to-life space. Josh Taub, Activision toys-to-life category by offering a level of innovation that has never been seen before in Skylanders.” With the aim of driving player participation, Skylanders Imaginators encourages kids to create their own characters to play as in the new console release.

However, the firm understands that a new title and a card game won’t be enough to keep it punching in the battle for shelf space among toys-to-life stockists. The firm now hopes its brand new Skylanders TV series will help bolster the appeal of the toys-tolife brand beyond the video games and toy sectors. “We believe that the way we are going after consumers is right,” adds Taub. “Our newest console game and toys will be out for holiday and Skylanders Academy, an animated television series, will debut later this year. “Our track record and constantly evolving universe – in which we can introduce new characters and storylines – is what makes Skylanders exceptional in the toysto-life space.” Meanwhile, Warner Bros’ LEGO Dimensions has been championed as a title that has brought ‘unprecedented interactive experience’ to the toys-to-life sector via its emphasis on the toy aspect of the whole enterpise. It’s a concept that has worked well and having sold more than 165 million units worldwide, Warner Bros is now undergoing plans to take the title across the EU.

“There is incredible interest and demand for LEGO Dimensions from consumers and retailers,” David Haddad, president, Warner Bros. Interactive Entertainment, tells ToyNews. “We are expanding into Spain and Italy later this year and continuing to look at new markets for the future growth.” And if you’re wondering if the demise of Disney Infinity has done anything to deter the ambitions of LEGO’s toys-to-life operations, then let Haddad’s sentiments instill some confidence in a sector that is still very much in its infancy. “Our experience is that the toys-to-life space is sizeable and important for our business. With fewer options in the toysto-life category, we believe there is an opportunity to grow LEGO Dimensions sales and we will continue to innovate and move the franchise forward.” As LEGO has recently released its own line of Disney LEGO Minifigures, and with LEGO Star Wars a mighty brand in its own right, few would be surprised to see the likes of Mickey Mouse, Buzz Lightyear and Luke Skywalker make their return to the toys-to-life scene very soon.

August 21

19/07/2016 16:30

STRETCH ARMSTRONG

Anatomy of a blockbuster toy:

Stretch Armstrong

From its 1976 debut to a global fame that spans licensed toy lines and its own Netflix series, Stretch Armstrong’s success is one that covers multiple generations. Robert Hutchins gets hands on with this iconic muscle man

f there was one thing the Seventies wasn’t short of, it was stout, blonde, well-muscled men wearing speedos with an athletic penchant for contortionism. Stretch Armstrong wasn’t performing too badly either, and following its introduction to the toy aisles in 1976, the limitations of child’s play (and indeed mankind’s own endeavor for optimum elasticity) has never been the same. A concept first developed by Bill Armasmith and brought to market by toymaker Kenner, Stretch Armstrong quickly went on to secure a cult following, the more avid among which will happily pay upwards of $1,800 for an unspoiled original Stretch action figure today. Between 1976 and the early 1990s, the world’s toy shops were brimming with elasticated anthropoids that covered almost all topics from X-Ray powered mutants and Mego Elastic Donald Duck to Mexico’s own take on the muscle-man, El Hombre Elastico. Its global appeal and readily translatable concept is one that has surely

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cemented the toy’s place along the industry’s walk of fame. In the 1990s, the toy landed at the door of the firm now charged with bringing Stretch Armstrong to a new generation of kids today, Character Options. “Character has a long history with Stretch Armstrong and

We expect the re-emergence of Stretch Armstrong to be a great success and there’s a lot to come in 2017. Mark Hunt, Character Options we enjoyed great success with him in the Nineties,” Character Options’marketing manager, Mark Hunt tells ToyNews. “We were delighted to be given the chance to bring him back this year and we have been busy planning his re-launch to our 2016 portfolio to ensure that this superhero returns with maximum impact. “Stretch Armstrong is a classic play pattern, as soon as you pick him up, you just have to stretch. We fully expect the toy to resonate

with the older consumer who remembers the classic as well as being a big hit with our core target audience of kids aged five to nine. “Our expectations are very high and we have an integrated plan that involves bang-up-to-date TVC, digital and print schedules, not to mention a huge drive with the online influencers. We are expecting the re-emergence of Stretch Armstrong to be a great success.” The toy has already got off to a flying start for the global toy company who earlier this year named the Stretch Armstrong among the leading brands to help it to an overall revenue increase of 12 per cent in its half yearly financial report. Of course, the newest iteration is not the first time that Stretch has attempted a comeback. In 2008, Universal Studios signed a deal with Hasbro to develop a film based on the Stretch Armstrong brand with Twilight star Taylor Lautner on board to play the man himself. Tipped at the time for a 2012 release, the movie never emerged. However, not ones to surrender a vision, brand owner Hasbro has taken its own steps to reboot the hero for today’s audience of youngsters in a new partnership between

Hasbro Studios and online streaming service, Netflix. The new animated actioncomedy series, titled Stretch Armstrong and the Flex Fighters, follows Jake Armstrong and his two best friends who obtain super powers when they are accidentally exposed to an radical chemical. The series is scheduled to debut on Netflix in 2017 with an accompanying new toy line. Meanwhile, back in the here and now, there is nothing experimental about Stretch Armstrong’s return via Character, with excitement evident from a raft of retail partners. “We are very grateful for their support in bringing this iconic toy back to market this year,” continues Hunt. ”Of course, the media reaction at Toy Fair proved that his popularity never waned and in terms of our classic, iconic Stretch Armstrong character, there’s a lot to come in 2017. We are going to stretch the boundaries a little.”

August 23

19/07/2016 15:39

Build your sales with Pl-ug den building kits

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NEWS MEDIA

DEDICATED MONTHLY LICENSING COVERAGE FOR THE UK

OPINION

Ghostbusters paves way for future licensed Playmobil play-sets The toy company is set to release a line inspired by the original 1984 movie next year and believes it will add “a new experience to playtime for youngsters”

BY JADE BURKE

laymobil has dipped its toe into the licensed toy arena with its very first licensed play-sets for Ghostbusters, and more are on the way. A deal with Sony Pictures will see the iconic movie come to life in new toy lines, and Playmobil has stated that the partnership marks an important milestone for the company “As a manufacturer within pre-school toys, our fan community continues to grow,”

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said Jamie Dickinson, marketing manager at Playmobil UK.

Further licences matching the values and quality of Playmobil are in the pipeline. Jamie Dickinson, Playmobil UK “They want all new themes as well as to enjoy their favourite pre-school toys from our classic

ranges, Ghostbusters is an iconic, popular brand across generations, so we hope the collaboration will be a very popular one.” Having already had success licensing out its own brand with Super 4, an animated series which launched to celebrate 40 years of Playmobil, the firm has revealed other licensed play-sets are on the way. “Licensed themes are really enriching our offering, and further licenses matching the values and quality of Playmobil are in the pipeline,” added Dickinson.

With the Ghostbusters range set to hit shelves in 2017, the toy firm is looking forward to opening up many opportunities for creative role-play for kids and fans of the film. Dickinson continued: “The Ghostbusters sets will add a new element and experience to playtime for youngsters. “Anything that will make both new and long-standing fans even more excited about the Playmobil brand is always exciting for me – plus the Ghostbusters film is a favourite of mine.” Playmobil: 01268 548 111

August 25

19/07/2016 10:47

NEWS

Monopoly’s musical move will drive sales, says Hasbro By exploring the backstories of characters from the iconic board game, the Broadway production, in partnership with Araca Group, is tipped to show fans a side of the classic board game that they have never seen before BY ROBERT HUTCHINS

asbro is expecting to see an increase in sales of its already iconic board game Monopoly, when a musical based on the brand hits Broadway. Last month, the entertainment studio revealed its plans to develop a show titled Monopoly the Musical in partnership with the Broadway production firm Araca Group. The company has since detailed that by ‘diving further into the brand’s background and characters,’ it expects the current consumer passion around the game to hit new levels. “We will be able to captivate audiences with new, exciting

stories and, as theatre-goers know, music is integral to Broadway performances, so the songs and compositions for Monopoly the Musical will help us connect on a deeper level with our brand’s fans,” Simon Waters, Hasbro’s general manager and SVP of entertainment and consumer products, told ToyNews. Played by more than one billion people around the world and having recently celebrated its 80th anniversary , Monopoly’s move into the world of Broadway marks a monumental leap for the board game brand. And while Hasbro is keeping its cards very close to its chest when it comes to details of the show that won’t land in theatres for another

two years, fans will never look at Monopoly the same way again. “We’re working with some of the best theatrical and Broadway talent to bring the vision for Monopoly the Musical – Hasbro’s first ever Broadway production – to the stage,” continued Waters. “Consumers should definitely expect the unexpected from this creative take on the Monopoly brand.” Monopoly now joins a portfolio of Hasbro brands that have made the leap from toy brand

to live experience that already includes My Little Pony Equestria Girls Live Show and Transformers Live that is expected to debut in China in 2017. “We are constantly looking for new ways to connect with consumers, whether it’s on stage, on social media or anywhere in between. Our brands are no longer just toys and games.” said Waters. Hasbro: 020 8569 1234

Board games are “the obvious next step” for Evil Dead 2 brand Title based on the cult movie has been a hit on Kickstarter, smashing its goal of $70,000 in a just few hours BY BILLY LANGSWORTHY The world of board games is a natural next step for the Evil Dead brand according to gaming firm Space Goat. Space Goat Productions teamed with StudioCanal to launch an Evil Dead 2 board game to Kickstarter, and the campaign smashed its goal of $70,000 in just a few hours, raising over $300,000 within the first week of the project being live. “We’ve been producing Evil Dead 2 comics for the past two years that fans love,” said Taylor Smith, creative manager of Space Goat.

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“The board game was the obvious next step, because it allowed us to extend the world of Evil Dead 2 to a whole new audience. Furthermore, we were able to repurpose much of the art from the comic books to fill the cards featured in the game.” Based on the cult movie of the same name, Evil Dead 2: The Official Board Game is a tile and miniature-based survival horror game for two to six players. The game sees players work together to gather pages of the Ex-Mortis while trying to survive demon attacks, supernatural

events, and avoid turning into evil deadites themselves. Space Goat, based in the US, made the decision to launch the game via crowdfunding as a means of getting the die-hard

fans of the Evil Dead film series involved in the process of bringing the game to market. “Kickstarter is a fantastic tool not just for funding great projects, but for helping fans become aware those projects exist while getting them involved with the creative process,” added Smith. “That’s what we hope to do with our Kickstarter campaign. Plus with the help of Evil Dead fans and Kickstarter we can add more bad ass miniatures, game play expansions, and extra Evil Dead greatness that we would never be able to offer without their help.”

www.toynews-online.biz

19/07/2016 15:50

NEWS

Excitement builds for Ben 10’s return to toy shelves Cartoon Network’s fresh take on Ben 10 is set to hit UK screens later this year, and execs in the toy space are already excited by the new toy line from Playmates which arrives on shelves in 2017 BY BILLY LANGSWORTHY

artoon Network’s fresh take on Ben 10 is set to hit UK screens later this year, and execs in the toy space are already excited by the new toy line set to accompany the revamped series. Playmates Toys is the master toy partner for the new Ben 10 series, and according to Cartoon Network, response to the new show, as well as the firm’s line of action figures and play-sets has been encouraging. “Ben 10 is the brand that I’d say the toy retailers are most excited

about from us,” Cartoon Network’s VP, EMEA, Johanne Broadfield, told ToyNews. “It was a phenomenon in the toy space the first time around so it’s dangerous to predict how it’ll fare this time. But the response from boys to the content and from the industry to the toy line that we’ve developed with Playmates Toys is very encouraging. Everyone has welcomed us doing this and we’re very excited about it.” Ben 10 action figures were the bestselling toys of 2008, and Broadfield believes the technology available now will ensure the new

range of products will go down well with the kids of today. “Technology has moved on in terms of what physical toys can do with the interactivity between the Omnitrix, the aliens and the TV,” said Broadfield. “We’re not launching the toys until A/W 2017 so there’s a bit of a wait because we want to get the content out there and syndicate it where we need to.” The Ben 10 franchise for Cartoon Network has been a proven sales success, generating more than $4.5 billion in global retail sales to date.

Tribute toys for The Beatles’ Yellow Submarine swim into retail With the likes of LEGO and Mattel both jumping on board to celebrate the 50th anniversary of Yellow Submarine, Bravado’s Joe Marziotto believes the music milestone boasts tremendous potential in the toy space BY JADE BURKE As this year marks the 50th anniversary of The Beatles’ Yellow Submarine single, firms including Mattel and LEGO are honouring the rock band’s song with a lineup of models. For example, Mattel has unveiled a line-up of Hot Wheels cars inspired by the 1960s Yellow Submarine film, including a camper van and a Mini Cooper-style car, while LEGO will be launching The Beatles Yellow Submarine kit following a successful LEGO Ideas campaign.

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And it seems these licensed toys are a unique way to reach new audiences, according to Joe Marziotto, VP of brand marketing at Bravdo, who negotiated the Mattel deal.

“I think it’s a great thing when we can bridge a classic, iconic piece of animation with iconic brands such as Mattel and LEGO,” Marziotto told ToyNews. “It helps us reach new audiences and give our fans something to enjoy with their children.” Since the release of the items in the US, fans have been keen to snap up Mattel’s Hot Wheels Yellow Submarine, which has already sold out. Marziotto explained: “Fans actually love these kinds of things. Judging by what we’ve seen just on the Hot Wheels launch, between Hot Wheels fans and Beatles fans,

there is a big collector base out there that has embraced the line and is looking for more.” However, it isn’t just toy companies that these licensed, tribute items can prove successful for, as Bravado is gearing up for a brand new Yellow Submarine skateboard range. “It’s also not just toy companies, we’ve recently started a fine art programme with Alex Ross and we’re also getting ready for the launch of Diamond Supply Co’s upcoming Yellow Submarine skateboard line,” added Marziotto. “But we’re careful not to become overexposed in the category.”

August 27

19/07/2016 15:49

VEGAS ROUND UP

What happened in Vegas? Monopoly the Musical, Baywatch Funko figures, record breaking temperatures and 1,000 licensing execs in Troll wigs. Billy Langsworthy lifts the lid on the good, the bad and the ugly when it comes to toy developments from this yearâ&#x20AC;&#x2122;s Las Vegas Licensing Expo, held at the Mandalay Bay resort

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VEGAS ROUND UP

lvis Presley once sang ‘Bright light city gonna set my soul, Gonna set my soul on fire’, and he really wasn’t fibbing. Why? Because this year’s Licensing Expo in Las Vegas took place during the city’s biggest heatwave in years (it smashed the daily record when temperatures spiked to 46°C). But away from the boiling heat, the bright lights and the endless slot machines, Mandalay Bay hosted a raft of licensors and licensees (and a few of those pesky press folk), each either touting or hunting for brands they believe will pave the way to consumer product glory. The big hitters were out in force, showcasing brands that are already making waves in toy town. Warner Bros showed off a raft of toy deals for its DC slate, Rovio showcased designs for upcoming Angry Birds theme parks while we spoke to eOne about its heavily anticipated PJ Masks toy line. Elsewhere, Trolls is already DreamWorks Animation’s biggest and most expansive consumer products effort to date, and if the firm’s remarkable stand didn’t indicate the studio’s high hopes for the brand, the surprise appearance of Justin Timberlake during the company’s Entertainment Celebration presentation did. It also evoked the most surreal moment of the show, 1,000 licensing execs donning Troll wigs for a selfie with Timberlake. Alongside an exciting TV slate (including Voltron and Guilllermo del Toro’s Trollhunters), it was next year’s big screen outings The Boss Baby and Captain Underpants that properly excited both film fans and licensees alike. Elsewhere, Fox showed off a replica of one of its The Simpsons

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stores. The firm is opening a fleet of them across Asia, and Sandra Vauthier-Cellier, SVP of consumer products EMEA for Twentieth Century Fox Consumer Products, told ToyNews that it’s open to exploring pop-up The Simpsons stores in London. We were also given a sneaky glimpse of Fox’s Son of Zorn (pictured, right), a sitcom from the guys behind The LEGO Movie that blends live-action with animation. It follows an animated warrior from a faraway island in the Pacific Ocean who returns to Orange County, CA, to win back his live-action ex-wife and teenage son. It sounds strange but it looked fantastic and it will be interesting to see which opportunities licensees snap up

DreamWorks’ Trolls provoked the most surreal moment of the show: 1,000 licensing execs donning wigs for a selfie with Justin Timberlake. around it as it hits TV screens later this year. A stop by the Hasbro stand also revealed that having enjoyed success on both the big screen and the small screen, the toy firm is now looking to conquer the stage by teaming up with the Araca Group to develop Monopoly into a Broadway musical. The first in a series of stage projects to be announced,

all that is known at the current time about the Monopoly musical is that it’s not going to be about people playing Monopoly, so that’s a relief. There was just as much fun to be found in some of the smaller stands, with many niche brands setting their sights on launching toys. Mensa has signed a top-secret toy deal with ‘a major player’ (more on that soon), Pennzoil,

the US motor oil brand, is looking

to spill into the toy space with a die-cast partner while Pink Key is looking at extending the Slush Puppie brand into toys and games. Elsewhere, indie horror film producer Charles Band told me he is looking to launch toy lines inspired by a range of his cult movies including Puppet Master, Gingerdead Man and, brace yourself, Evil Bong. We also had a raft of slightly more mainstream movies sign toy deals at the show. Mattel has signed on for Fast & Furious toys, there’s Baywatch figures on the way from Funko and Playmobil made history with its first ever licensing deal – a partnership with Sony Pictures for a Ghostbusters (the original) set. One of the most interesting chats we had while in Vegas was with the trade magazines Billboard and The Hollywood Reporter, both of which are already launching official products including headphones and apparel. So who knows, maybe we can launch a licensing push for ToyNews next year? If JLS can get away with doing condoms, I’m sure we can get away with ToyNews Monopoly or a new line of Barbie dolls inspired by the team. On second thoughts, there’s probably more chance of seeing an Evil Bong LEGO set.

August 29

19/07/2016 16:01

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

NEWS MEDIA OPINION

Golden Bear eyes years of success with Twirlywoos Following on from the company’s success of the Run-along Twirlywoos, additional toys including the interactive Chickedy and Chick and Flying Twirlywoos will be available from Golden Bear for pre-schoolers to enjoy BY JADE BURKE

ollowing its launch last year, Golden Bear’s Twirlywoos toy line is proving to be a real success for the company, and now the firm is set to include new additions to its licensed collection of plush toys. Barry Hughes, general manager at Golden Bear Toys, told ToyNews: “We’ve got some really exciting new introductions for

autumn/winter. Following on from the success of the Run-Along Twirlywoos, we are launching Dance-Along Peekaboo.” As the firm prepares to debut the new toys, Hughes has revealed that AW 2017 looks like it will be

one of the company’s strongest seasons yet. “We see AW 2017 being a strong season for us. The show continues to perform strongly and has a fan base, which is constantly growing.” Other new items from the firm include the interactive Chickedy and Chick, which boast interactive features for pre-schoolers to enjoy

“As one of our newer brands it’s proving really popular with consumers so we’ve got high expectations for the collection going forward.” Barry Hughes, Golden Bear

like poseable arms, songs and phrases from the show, as well as twinkling lights that glow on their tummies, while a line of Flying Twirlywoos will also launch. With a press of a button the new flying toys will be able to bring memorable scenes from the hit TV show to life for fans to enjoy. “The beauty of the Twirlywoos line is that

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all four Twirlywoos are equally as popular with their fans, and Peekaboo has also proved to be a real success too,” cited Hughes. “The range sits alongside other strong performers like In the Night Garden and Mr Tumble/Something Special in our company collection, and is already established as a top ten pre-school licence according to NPD. “As one of our newer brands it’s proving really popular with consumers so we’ve got high expectations for the collection going forward.” But that’s not all, as Golden Bear is also set to expand existing ranges including In the Night Garden, Mr Tumble and Hey Duggee, while other new licensed lines are also set to join the Twirlywoos range including Thomas & Friends, Messy goes to Okido and Oddbods. Hughes continued: “As a company we’re always looking to expand our licensed portfolio with exciting new properties and we’ve got new product launches across our existing portfolio this year too – including In the Night Garden, Mr Tumble and Hey Duggee.” Supported by a strong media campaign, Golden Bear is confident the new Twirlywoos line will resonate well with both customers and children. 01952 608 308

August 31

19/07/2016 11:10

NEWS

More toys on the way for Lily’s Driftwood Bay Following a debut launch with High Street retailer Argos, Lily’s Driftwood Bay creators Sixteen South expect big things for its collection, with more plush, characters and vehicles in the pipeline for wider retailer roll-out soon BY ROBERT HUTCHINS

xpectations are high for the debut toy line of the hit pre-school property Lily’s Driftwood Bay when the range enters the wider retail space within the next year. Developed in partnership between Nickelodeon, Golden Bear and the leading children’s production studio, Sixteen South, Lily’s Driftwood Bay is making its first appearance on toy shelves this year with an exclusive launch in the latest Argos catalogue.

The show’s creators have now hinted at a wider roll-out for the toy line in the weeks following Christmas, where, after high consumer demand, the collection of plush characters is expected to perform very well. The line kicks off this year with Lily and Gull plush, featuring songs and phrases from the show. The pair head up a planned wider toy range that aims to tick off the traditional character, book and vehicle checklist. “Lots of people wrote to us asking for toys, so it felt like a

very organic move for us,” Colin Williams, creative director of Sixteen South, creators of Lily’s Driftwood Bay, told ToyNews. “There are definite plans to take these to wider retail after the Argos launch. “Response has already been strong to the soft launch of

books and DVDs at the likes of Sainsbury’s over the last few months. We would love to see that grow. “Now that we have made two seasons and have a cast of characters, places and vehicles established in the show, we certainly see further toy lines for Lily’s Driftwood Bay,” concluded Williams. Golden Bear: 01952 608 308

Rubbabu makes UK debut The line of hand made, rubber toys will launch to the market courtesy of Bigjigs Toys BY JADE BURKE Bigjigs Toys is boosting its distribution portfolio in the form of Rubbabu, a brand new to the UK’s pre-school market. Rubbabu produces toys made from 100 per cent natural rubber with a range that includes tactile balls, games, educational lines, construction and push along toys.

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Working exclusively with the brand in the UK, Bigjigs has already championed the toy line’s versatility in a booming market. ‘The beauty of Rubbabu toys is that they lend themselves to a variety of popular categories including baby, gift, eco-friendly, educational and sensory play,’ read a recent statement from the toy distributor.

Founded in India in 2010, Rubbabu has already scooped a cabinet of 65 awards, championing the firm’s innovation in the space. In line with Bigjigs Toys’ brand mission, Rubbabu will deliver safe and affordable products, which are responsibly sourced and complement childhood through fun, exploration and learning. Bigjigs: 01303 250 400

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19/07/2016 17:47

Retail Only

NEWS MEDIA

DEDICATED MONTHLY RETAIL COVERAGE

OPINION

Pokémon Go could rocket brand to top toy status at Christmas, says Argos The retailer has detailed its plans to increase Pokémon toy lines ahead of this Christmas as the launch of Pokémon Go drives demand for the brand ‘like never before’ BY ROBERT HUTCHINS

igh Street retailer Argos is ramping up its offering of Pokémon toys this season following the global success of the AR mobile game, Pokémon Go. The worldwide phenomenon sees kids and adults alike hunt for Pokémon in real world locations via Augmented Reality and the retail group has indicated that ‘current demand as an effect has taken everybody by surprise.’ In an exclusive interview with ToyNews, Argos’ trading manager, toys and nursery, Linzi Walker explained that demand has been so great in the days following the app game’s launch that “we are reappraising what we are doing from the toy point of view.” “I think Pokémon Go has taken everyone by surprise, it has gone absolutely mad, and the demand and media around Pokémon Go has really driven the entire franchise,” she said.

RETAIL ADVISORY BOARD

Stuart Grant, The Entertainer

Geoff Sheffiled, The Toy Store

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“We are expecting massive things for Pokémon this year, it is really hot right now. We are already seeing an uplift in sales of our trading cards and predict it could be one of the surprise favourites this Christmas.” The game has already caused a media stir on global scale, capturing the imagination of the

Pokémon Go has taken everyone by surprise, it has gone absolutely mad and driven demand. Linzi Walker, Argos public and helping part-stake owners Nintendo to a welcome surge in share prices. The recent media coverage has only acted

to drive the awareness of the game and demand for products, including for toys on a scale that, according to Argos’ Walker, has not been seen in the industry for a long time. “It’s a great example of how social can drive interest,” Walker told ToyNews. “We have seen that in the past with video games but not really so much in toys.” The retailer is not the only one to have benefitted from the recent uplift in Pokémon and joins the likes of the UK board game specialist Esdevium and global toy manufacturer TOMY in enjoying the franchise’s revitalisation, 20 years since it was first introduced. Outside of toys, apparel specialist Bioworld has also seen a severe uptick in demand for its Pokémon themed streetwear

among both kids and adult fans of the franchise. Earlier this year, Esdevium revealed that sales of its Pokémon Trading Card Game had surged 75 per cent and suggested that interest in the Pokémon brand in the UK ‘was at an all time high.’ Esdevium MD, Steve Buckmaster labelled the performance of the firm’s range of Pokémon products as ‘outstanding’ in what is the third successive year of double-digit growth for the Pokémon Trading Card Game in the UK. Despite the success of the game, the Pokémon franchise still has some way to go to rival previous years’ top toy performer, Disney’s Frozen that topped sales charts and top toy lists over the span of multiple years. “I don’t think we will ever fill the gap left by Frozen, it was so huge in its heyday so it’s always a challenge to find something that will do that job for that number of years,” concluded Walker.

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

August 35

19/07/2016 15:35

INDEPENDENT SURVEY

Brexcitement or Brextinction? Whichever camp you belong to, one thing that can be agreed on is that the result of the EU referendum will have a resounding impact upon the UK indie retail scene. Robert Hutchins explores the High Street’s opinions

ver the last few weeks, British politics has played out a narrative that at best has been likened to a series of Game of Thrones and at its worst, the result of sitting upon one for too long. The result of the EU referendum has simultaneously flushed out Downing Street’s public school boy fraternity, while paving the pathway to No. 10 for a new faction of the ultra-Tory elite in the form of Theresa May. Meanwhile, a shattered opposition appears more intent on tearing itself to shreds than offering a semblance of unity to a

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nation that has divided itself into its own camps: Us and Them. All the while, in the face of the Brexit aftershock, the threat of the weakened Sterling and the loss of access to a single market, the industry finds itself at the receiving end of a geopolitical upheaval that at the time of going to print has left its future hanging in the balance. “Things have changed significantly since the EU referendum already,” says Paul Martin of retail and consumer sector analysts Boxwood Insights. “As if retail wasn’t already a tough industry to be in before the

referendum, this outcome could have a significant impact on it.”

The Brexit will most certainly bring turmoil over the next few years, but toys will keep growing year on year. Alan Simpson, Toy Retailers Association In the few weeks following the Brexit result, Martin cited ‘turmoil

across markets in fixed rates, with buying becoming more expensive for UK retailers and a weakened sterling that shows potential to decrease by a further 10 to 25 per cent in the next month’. Of course, Martin is the first to accept that much of the turmoil the retail sector has experienced in the fallout of the Brexit vote is knee-jerk reaction and ‘a great deal of hype from the press’. Meanwhile, at a BTHA industry day, the Toy Retailers Association maintained a chipper outlook on the UK’s retail scene as chairman Alan Simpson re-iterated the strength of the children’s industry.

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vote of 77 per cent of the UK’s independent toy retail scene is less than optimistic about the impending Brexit. While feelings vary from area to area across the UK, from uncertainty in Bangor, Wales – where the majority vote was Leave, to disaster-struck in Ayrshire, Scotland where the Remain vote won outright. “Brexit has created a climate of uncertainty,” said Paola DyboskiBryant of Dr Zigs Extraordinary Bubbles in Gwynedd.

“The Brexit will most certainly bring turmoil over the next few years, but toys will keep growing year on year,” he explains. “And no matter how many are thrown out of the pram in the coming weeks, people will keep buying toys.” It’s a voice that may come as welcome relief among the many headlines that have been pasted across UK media in the weeks since ex-Prime Minister David Cameron’s resignation. But in an industry that relies on consumer confidence and access to the best possible trading conditions and markets, just how much of this is blind optimism? In a resounding turnout of participants in this month’s ToyShop UK survey, a majority

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“I had just started trading across Europe and I have already seen my sales slow. “I employ several EU nationals within the business and this has certainly affected their morale. and several of them have had racist incidents directed at them.” It’s a feeling of stepping into the unknown that reverberates across the UK and has rocked the likes of Bus Stop Toy Shop’s Duncan Conner, who believes the result will be “terrible for the toy and hobby industry” for a nation that will be “feeling the repercussions for years to come.” Feelings north of the Scottish borders run in conjunction with the country’s majority 68 per cent vote to remain, with many still reeling from the outcome. Dunblane toy shop Toy Hub’s Helen Gourley says: “Britain and in particular Scotland thrives on SMEs and the economic impact of

the vote to leave the EU will hit us all hard and fast. “We have already had price increases announced by suppliers which mean we have to pass this on to our customers. We are so disappointed in the outcome.” While Scotland’s First Minister, Nicola Sturgeon, continues to lobby for the country’s EU membership status, PM Theresa May has issued a decisive first speech and made light work of appointing her first cabinet members, that includes Leave campaigner Boris Johnson as Foreign Secretary. With such moves now in place, is there a glimmer of a hopeful future for a solitary Britain? Gillian Fountain, owner of Basingstoke’s Loddon Valley Garden Toys, believes a brighter trading future is on the horizon. “Leaving will open up new opportunities that haven’t been explored or allowed previously,” she explains. Elsewhere, Glasgow’s Toys Extra has planted its stake decisively in the anti-EU camp to echo Fountain’s sentiments on the future of the toy retail industry. “There will be a dip to start with,” says owner Stephen Woods. “However, the new deals with other world markets, the sense that we are all in it together and a need to help different British businesses means we will start to see an improvement.”

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

While the common denominator among retailers is its uncertainty over what a post-Brexit UK’s future looks like, for those dealing in the here and now, the outlook isn’t all waffles and ice cream. “My main concern is that my supplier is based in Germany,” explains Mitch Brown, owner of Cheshire’s Darths Hutt. “Does this mean I will start getting charged import charges? Does it go from free postage to paying for the courier service?” What’s clear is that with May at the helm, Britain stands on the brink of an era-defining move, providing of course, as highlighted by a number of retailers this month, the government can deliver on some very bold promises. “I import a lot from Europe, so unless the powers that be sort their strategy out and the exchange rate recovers, this outcome is not good for my business,” bemoans Matt Booker of Automattic Comics and Toys. For the time being however, the most Boxwood Insight’s Paul Martin can offer by reassurance is to stress that the best stance to take is that very British idiom of ‘keep calm and carry on.’ “Nothing will change for the next few years after Article 50 is triggered,” he explains. “The key point is to keep calm.” Thankfully, nothing says composure quite like Downing Street’s favourite pragmatist, Boris Johnson.

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

August 37

19/07/2016 16:24

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INDIE RETAILER FOCUS

The Toy Box Having first opened its doors in 2007, The Toy Box is celebrating its ninth birthday this year. Here, the retailer’s directors - Sharon and Mark Horsman - talk to Jade Burke about their hopes to expand its new Kids Clothing Agency, the battle against dropping footfall and why they believe Teeny TYs will be this year’s sell-out toy

ell me a bit about your business and how the store began? The Toy Box first opened its doors in Sherborne on May 12th, 2007. We started with one room at the front and then gradually expanded into three rooms. Two years later, we knocked through into the building behind and opened rooms up gradually until all of the eight room were opened, full of toys for all ages. In March 2011 we expanded to a second shop. This one is in Shaftesbury where we started with one floor and gradually expanded to the three floors that it has today. Unfortunately, this January we have had to downsize our Sherborne shop, due to the fallen footfall in the town over the last couple of years. However, we still have five rooms packed with toys and employ nine staff between the two shops including ourselves, as we actively work in the business. What types of toys do you specialise in? We predominantly started with traditional and wooden toys, then expanded the range with Playmobil and LEGO. But now – you name it we do it – from Hippychick lines for the nursery right through to Charlie Bears for the young at heart. We also sell pick ‘n’ mix and traditional sweets in glass jars, which are very popular. What services do you offer in store? Great customer

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service and a ‘thank you’ card which acts as our loyalty card scheme.

over the country and so they are suffering too.

Which trend is having the biggest impact on your business at the moment?

How do you engage with your local community? We use Facebook and a monthly newsletter that is emailed to our customers to keep them up to date with new products, events and promotions.

We started with traditional and wooden toys, then we expanded the range with Playmobil and LEGO. Sharon Horsman, The Toy Box The biggest impact on our business at the moment is that footfall is down. Consumers’ buying powers have changed and the internet plays a part in this. We are not alone as this is the general consensus from local traders in our High Street, and the feedback from some of our suppliers is that this is all

What toys did you play with back when you was a child? I loved arts and crafts toys and making things, while Mark’s favourite toys were Action Man and Scalextric. What do you think will be the next big thing in the toy industry? The Teeny Tys – they are already flying off the shelves for us. What are your plans for the year ahead? Will you be opening any new stores? We have recently opened a Kids Clothing Agency in the basement of our Shaftesbury shop, so we have high hopes for this area to grow our business.

August 39

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19/07/2016 11:20

AUTUMN FAIR

Autumnwatch This September, over 1,400 home and gift retailers will be descending upon Birmingham’s NEC for another seasonal sensation. Robert Hutchins speaks to Naomi Barton, portfolio director of Autumn Fair about what toy companies are exhibiting, what visitors can expect from the show and why it remains a vital date on the calendar

ow many companies will be exhibiting in the Children’s Gifts, Toys and Gadgets hall? We have over one hundred companies exhibiting in this sector of Autumn Fair this year. We have a great number of new companies launching their ranges at the show for both this year and 2017. The show presents a great opportunity for attendees to meet with current, as well as potential new, suppliers. We have some big name toy companies attending this year too, including H. Grossman, Keel Toys, Creative Models, Paul Lamond Games, TY UK, Great Gizmos and Melissa and Doug. What new elements will we find at this year’s show? We have plenty of new components to the show, including a Meet the Experts panel, comprising of a line-up of industry names who will host retail clinics tackling the challenges that they face in their own businesses. We are also introducing a new initiative in partnership with The British Independent Retailers Association and BHETA, as well as a host of new speakers to ramp up the buying experience by offering free seminars focusing on key topics around ecommerce. How have you seen the show grow over the last few years? Autumn Fair has really grown and developed in line with the changes in seasonal buying patterns. In addition to the trend of in-season buying and stock for Christmas, multiples are using the fair to connect with suppliers even earlier than in previous years and seem to be planning from further ahead in the year.

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Emphasising the fresh offering at Autumn Fair this year, there are over 200 brands across 12 show sectors who exhibit solely at the autumn edition, all in line with the current change in buying trends. With this slate of exhibitors lined up, it looks to be a busy show.

The toy sector has really grown for us, making this a mustattend event. Naomi Barton, Autumn Fair

What does the show have to offer toy industry folk? Buyers know that Autumn Fair is the only trade show in the season where they can see such a wide array of exhibitors in one place. Also, with retailers buying closer to the season, we understand that 84 per cent of toy orders are placed in Q4, further legitimising the importance of the Autumn Fair date line. How has the show evolved and how have you seen the toy sector embrace it over the years? The show has evolved hugely to become an ever-more important date in the season’s calendar. Content, seminars and speakers have also evolved in line with the changes in buying and consumer patterns, hence the new additions. The toy sector in particular has grown over the last two years with a noticeable difference in the number of exhibitors and the types of products they are bringing.

How does the show reflect current trends and habits? Toy trends have changed and have seemingly steered away from lower priced products, with buyers more focused on looking for contemporary toy products and many looking for wooden toys in particular. It is a necessary date in the calendar for toy buyers to see everything in one place, both short and long lead offerings. Licences and brands such as LEGO were key for last year’s show and we expect to see this trend continue into this season. What does the future hold for the show? With more buyers looking for product in the Autumn Season and the multiples working further ahead than they have previously, this only further legitimises the importance of Autumn Fair, cementing it as the number one home and gift trade show. August 41

19/07/2016 16:07

AUTUMN FAIR

Stand: 5B33

Stand: 5B30 Christine Mausolle National Account Manager, Le Toy Van What will you be showcasing at Autumn Fair this year? Together with new lines in the Honeybake, Daisylane and Transport collections, Le Toy Van is excited to showcase the extended early years range. The Petilou collection of 27 wooden toys, gifts and puzzles, with a woodland theme has been designed in-house for toddlers aged 12 months to three years old. Will you be running any Autumn Fair offers? Yes, we will be presenting show offers and we invite attendees to come to the booth and find out more. Why does Autumn Fair

remain a vital date on the industry calendar for you? Autumn Fair is a great time to reconnect with existing stockists and to meet new customers and support planning before the big Christmas rush. What would you like to achieve by the end of the show? We want more baby boutiques, toy and gift shops to benefit from the range of Le Toy Van products and our customers to leave feeling confident and ready for the busy season. Why should visitors come and see you? Le Toy Van has a lot to talk about with new categories and additions to the current ranges and would like to share ideas to boost sales.

Nadim Ednan-Laperouse Managing Director, Wow Toys

Stand: 5B13

What will you be showcasing at Autumn Fair this year? We will be showcasing our new London vehicle range and large vehicle and boat sets. We have worked with pre-schoolers, parents and nursery teachers to ensure that our toys continue to offer the best play value and safety to young children. Our London range features London Bus Leo, a friction powered shape and colour sorting London Bus; London Taxi Ted, and a motorised London Taxi.

date on the industry calendar for you? This is a very important time of the year for us to meet new customers, as well as catch up with our existing customers ahead of the Christmas season.

Will you be running any Autumn Fair offers? Yes we will, just drop in to see at our stand for more details.

Why should visitors come and see you at the show? It’s a great time to catch up, showcase our products and an opportunity to meet customers. It’s also great to get feedback from our existing retailers.

Why does Autumn Fair remain a vital

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What is your main reason for attending the show? We would like to open new retail accounts and build on existing relationships, ensuring our retailers are supported and as excited by our products as much as we are.

Kate Armitage Director of Marketing, Gibsons Games What will you be showcasing at Autumn Fair this year? A selection of family games including 221B Baker Street, Pass the Pud and a new game called Plop. We will also be launching two new licences in our Iconic Brands Collection of jigsaw puzzles, while Pringles and Vintage Kellogg’s join a line that includes Marmite, Mr Men and Love Hearts. Will you be running any offers? We will be bringing back our Lucky Dip. Customers with qualifying orders have a chance to win discounts and cash prizes. Why does Autumn Fair remain a vital date on the industry calendar for you?

This is our first time back at Autumn Fair for a number of years and we feel very excited to be part of the show. What is your main reason for attending the show? We launch a number of new products at this time of year so it is a great opportunity to showcase them. What would you like to achieve by the end of the show? Some Christmas orders and new customers would be great, but we also hope to get important feedback on our new products. Why should visitors come and see you at the show? To try out Plop and answer all the important questions.

George Pornaris Managing Director, Alphabet Pie

Stand: 5B44

What will you be showcasing at Autumn Fair this year? We will be showcasing our Mr. Men set – we are now in stock. It is 45 years since the first Mr Men book was launched, so it is a great time for us to have acquired this licence. Will you be running any Autumn Fair offers this year? Yes, absolutely. We will have various offers just for the show, but you will have to come and visit us to find out what they are.

What is your main reason for attending the show? Our main reason is the preChristmas excitement. Indies are looking for good value for money and great Christmas gifts.

Why does Autumn Fair remain a vital date on the industry calendar for you? We launched Nutty Putty last year and for us Autumn Fair was a great indication of how the product was received. Last year new retailers ordered at the show which guaranteed them pre-Christmas delivery.

What would you like to achieve by the end of the show? We would like existing retailers and new to see the finalised version of our full range. Why should visitors come and see you at the show? They should come and take advantage of our show offers.

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19/07/2016 16:44

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19/07/2016 13:03

AUTUMN FAIR

Stand: 5B40-C41

Stand: 5D51

Kay Thompson, Head of UK sales, Winning Moves What will you be showcasing at Autumn Fair this year? We are excited to be demonstrating both of our new TV advertised product launches: Top Trumps Quiz and Top Trumps Match. Adding to our fresh collectable Top Trumps range, we are introducing Paw Patrol, Candy Crush, Finding Dory, Disney Classics and Captain America: Civil War. We are also showcasing two new titles that have been added to the well-established Bananagrams range: My First Bananagrams and Bananagrams Party, an exciting new addition that features 13 Party Power tiles for added chaos and hilarity. Will you be running any offers? Yes, this year we are giving away a free Pass the Pigs to the first 20 orders, so hurry while the offer and the stock lasts at the show.

Why is Autumn Fair an important show for you? It’s a great chance for buyers to secure orders of top selling games before allocations are complete just before the busy Christmas period. It’s a great opportunity for us to check in with existing customers and demonstrate new product to make sure their offering is as its absolute best. Why should visitors come and see you at the show? We have a wealth of proven brands and some very strong licensed products. This year we will have a demo table displaying some of our new product lines such as Top Trumps Quiz, Top Trumps Match and Bananagrams My First and Party. Our team will be there to show how the games are played and retailers will have the opportunity to play the games, bringing the games to life.

Richard Wells, Managing Director, Paul Lamond What will you be showcasing at Autumn Fair this year? We are going to be showcasing some great new games at the show this year including the second Escape the Room style party game: Secret of Dr Graveley’s Retreat and the Find It Puzzle Dinosaurs Edition. Also in stock will be the Ant and Dec’s Saturday Night Takeaway board game and the new Murder Mystery Dinner Party Game: The Diamonds, The Dagger and One Classy Dame. Other new games available for the second half include Stinky Pig, Pathways, Headline Charades, Urban Myth and After Dinner Trivia, as well as the new Boj Craft range. Why is Autumn Fair an important show for you? Autumn Fair is a very strong order writing event for us.

Will you be running any Autumn Fair offers? Yes, we will be offering retailers the opportunity to receive discounts on many of our TV advertised lines. What would you like to achieve by the end of the show? We are looking to increase our

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customer network and broaden our retail and distribution channels across the UK. We are also planning to gain contacts and customers for our new pre-school category items. Why should visitors come and see you at this year’s show?

Why should visitors see you at the show? Our sales team is always happy to show off the exciting new lines we are launching as well as demonstrate products that we introduced at Spring Fair. Of course, if you need a couple of other reasons to visit our stand there are always drinks, Minstrels and Jelly Babies a plenty, as well as a seat to help rest those weary legs.

Stand: 5C60-D61

Keiran Peoples, National Account Manager, Bladez Toyz What will you be showcasing at the fair this year? This year, the biggest news for Bladez is our entry into the preschool category. This is a big one for us, terefore, we will be showing new, licensed pre-school items, as well as a new range of drones and flying toys.

Many of our gift retailers place orders at this show and it provides us with an opportunity to launch new products to the trade ahead of Christmas. We have our entire range of games and puzzles on show so it provides us with a great stage leading into the Christmas period to meet up with retailers. It’s also the perfect place to open new accounts, write orders and, of course, have an occasional drink in the evening.

Visitors should come to see us at Autumn Fair to see for themselves just how innovative and fresh the products Bladez has to offer are. With an extensive portfolio of evergreen licences, Bladez has designed new and exciting products that will provide long lasting enjoyment and create some fantastic memories. Finally, with new, restructured pricing helping to create high

margins and competitive price points, visitors should ensure they come along to check out the stand at this year’s show. Why is Autumn Fair important to you guys? Autumn Fair is a great opportunity for customers to see brand new items and place pivotal Christmas orders and also for us to have early, proactive discussions around the spring/ summer 2017 selections. It’s also an important event for us to showcase the wealth of new lines we have in the pre-school category. We are excited to see retailers reactions to the new offering at the show.

August 45

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19/07/2016 17:42

SECTOR GUIDE: DOLLS, JEWELLERY, CRAFTS & MORE

Plucky charms With the theme of female empowerment reigning strong in the ‘girls’ toy market’, there is a plethora of new dolls, STEAM kits and arts and crafts sets storming the arena. Jade Burke checks out some of the latest items VTECH The three new Kidifluffies are soft, interactive pet friends that love lots of attention. Kids can choose from a cat, dog or horse and discover each of their unique emotions, cute expressions, phrases and sounds. Children can interact with the cat, dog or horse by talking to them and listen to them repeat what they say in a funny voice, or throw them up in the air and lay them down to hear them respond with fun reactions. The Kidizoom Selfie Cam comes complete with a rotating lens, which users can twist 180 degrees to take photos and videos, or use the included selfie stick to capture every moment. It

boasts various features, including fantasy effects to add different backgrounds, cool frames or different collages to snaps. Plus, kids can use the makeup studio to create different hairstyles or add different accessories such as hats, glasses or jewellery to pictures. or play one of the built-in games. The Kidi Super Star by VTech is a new karaoke microphone and stand, which allows users to plug in any external music player and sing along to their favourite tracks. When using the music magic mode, the main vocals are reduced or removed from the song so children can become the lead vocalist.

MGA ENTERTAINMENT Music is a key theme for Bratz this summer, as the girls are rocking their spirit animal inspired headphones in the Remix collection, whilst the Festival Vibes range sees the girls prepare to hit this summer’s must-go festivals. 2016 also sees the return of #Selfiesnaps – Bratz’s most popular collection. After a global series one sell out, Num Noms are back with even more flavours, with over 5,000 mix and match combinations to collect. Added to the collection are savory flavors, such as Becca Bacon and Mozza Rella. Project Mc2 will see a new product line

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That’s not all; Kidi Super Star comes with numerous interactive features; select different lighting styles for the colourful disco light, play fun rhythmic games and master tricky tongue twisters. Users can even record themselves singing and add in different sound effects, such as the crowd going wild with cheers and applause. 01235 555 545

BANDAI hitting shelves during A/W, with a new theme that aligns with STEAM including new Project Mc2 Experiments with Dolls. Four original and two new character dolls in the core doll range will be added, and new accessories including a Project Mc2 RC H20 Car, Project Mc2 Ultimate Spy Bag, Project Mc2 ADISN Journal and Project Mc2 Ultimate Lab Kit will be available. This autumn will see a number of new Lalaloopsy products launching, including the Mini Lalaloopsy Style ‘N’ Swap Princess range, the new Lalaloopsy Potty Surprise doll and Lalaloopsy Glitter Hair Dough doll. 0845 0533 333

In the collectable world of Pinypon, there is a new series of mix and match figures now available, alongside a selection of fairy tale themed characters including Little Red Riding Hood, and Mary Poppins. Each figure set comes with a pet and iconic accessories made famous by the story, such as Mary Poppins’ umbrella and Pinocchio’s paintbrush. Plus, a Fairy Tales House for these figures to visit and play inside is

also available. It comes with a special figure of Cinderella who changes from rags to riches depending on what scene kids wish to re-enact. The Tales House and figures will be TV advertised from the summer, and a microsite will also launch on PopFun.co.uk. Other Pinypon lines to look out for is a Prince and Princess set, a Princess Carriage and the Pinypon Palace play-set. 01489 790 944

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SECTOR GUIDE: DOLLS, JEWELLERY, CRAFTS & MORE

ZAPF CREATIONS

The company has a wide range of dolls and collectables on offer, including new additions to its Baby Annabell range. Just like a real baby, Baby Annabell and Baby Annabell Brother have lifelike functions including drinking water, crying real tears, responding to touch and now both dolls wet their nappy, adding even more play value for kids. For younger Baby Annabell fans, the My First range will expand to include a new My First Baby Annabell I Care For You doll that supports traditional role-play with seven interactive functions including babbling, sucking, laughing and crying, Fans can also purchase the Baby Annabell Potty Time with realistic sounds and features

CHARACTER OPTIONS

to complement the brand new wetting function. Elsewhere, BABY Born is celebrating its 25th birthday this year and has been marking the milestone with new product launches and PR initiatives. New additions include the BABY born Interactive Doll, which has nine functions including controlled wetting, drinking and feeding. Other additions include BABY born Sister doll, BABY born Bed, BABY born Interactive Bathtub, BABY born Interactive Wonderland Dragon and BABY born Deluxe Wonderland Princess dress. Plus, an all-new Pony Farm theme will also be introduced this autumn. 0845 0533 333

Autumn 2016 sees Character Options add a brand new girls collection to its portfolio. Twozies, the latest property from Moose, will come to market proving that ‘everything is better when done two-gether’. Twozies are the new collectable babies and pets that do everything together when matched. Presented in stylish shadow boxes that can be stacked or mounted, each character is perfectly collectable in its own way, and with 140 different babies and pets to collect, girls will be on the lookout for more. The Twozies Surprise Pack will be the perfect entry point into the collectable range. Each pack holds one surprise baby and one pet inside with a shadow box and scene card. Alternatively, children can get ahead with bigger Twoizies packs

including a larger quantity of figures to build their collection. The Twozies Two-gether Pack includes 12 Twozies with some hidden to offer a fun surprise element. Plus, for the ultimate collector, the Mega Friendship Pack offers 24 characters. Throughout the packs, a number of limited edition Twozies can be found including ‘Two precious’ metallic Twozies and Ultra Rare Neon Twozies, further driving collectability. Play-sets also feature in the range, including the Twozies Two-Playful Café. Elsewhere, the Little Live Pets’ new My Dream Puppy Snuggles will be at the top of kids’ wish lists this autumn. Snuggles drinks from his bottle, opens and closes his eyes, moves his head and breathes like a real puppy. 0161 633 980

GP FLAIR Happy Places is a brand new doll’s house range that allows girls to ‘decorate their place with a cute lil’ face’. This new collectable range is launching with Shopkins in August, allowing fans to create their own Happy Place with collectable Petkins pieces. Plus, the Happy Home play-set will be the perfect place for girls to decorate and display their Petkins, and it also comes with a Lil’ Shoppie and furniture. Also available is a range of Lil’ Shoppie characters and Welcome and Decorator furniture packs, which hold everything girls need to fill the rest of the rooms in their Happy Place.

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The hotly anticipated series five of Shopkins launched recently with even more collectables for fans, including the Shopkins charm bracelet. The charm bracelet can be found in the five-pack, whilst both packs include charms as well as a collector’s guide. A new wave of customisable U Hugs will arrive this autumn with even more attitude and style for girls to mix and match. Each doll is made from soft plastic and has holes around its body ready for pins and personalisation. Young fashionistas can change and switch their character’s style and look each day.

Autumn will see the Puppies and Kittens range from Pet Parade extend with family packs, bringing in all new breeds of mummies and their babies. Each of the babies’ noses connects to their mummy’s tail meaning that they can follow her around everywhere. Plus, all pets have a joystick button on their backs to enable them to walk and move their head, eyes and tail. Autumn also sees the return of Betty Spaghetty. Each of the new Betty dolls are available as Single, Hair Fashion and Deluxe Mix & Match packs with plenty of accessories and mix and match outfits. 0208 643 0320

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19/07/2016 11:29

WE’RE NOT JUST A BRAND WE’RE A MOVEMENT AND OUR FANS MAKE US. FOR MORE INFORMATION PLEASE CONTACT US AT UKLICENSING@TURNER.COM

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18/07/2016 12:34

SECTOR GUIDE: DOLLS, JEWELLERY, CRAFTS & MORE

HTI HTI offers charactershaped role-play cases featuring many girls’ brands, including Disney Princess Belle, Frozen and Minnie Mouse, as well as Peppa Pig and Ben & Holly. Each case contains toys relevant to each character with which children can enjoy hours of role-play fun. HTI is developing Shimmer and Shine wheeled and musical toys, as well as pocket money toys and bubbles for Q4 2016. With a multi-territory partnership with Hasbro for roleplay sets, HTI’s My Little Pony range includes the magical new Tea Pot Palace. Boasting interactive sounds, the theme tune and light up effects, little fans will be able to role-play enchanting tea parties with favourite pony characters. Following the success of the Rainbow Dash Style & Groom in 2015, HTI is also launching new small size styling ponies modelled on Twilight Sparkle and

JOHN ADAMS

Rarity characters that will cover two key price points. HTI provides Chicco, Mamas & Papas and Silver Cross Junior collections, including the Chicco ‘3 in 1’ that offers little ones maximum versatility and play value. In addition, HTI is launching new Disney Princess and Disney Frozen doll’s prams for autumn/winter 2016. HTI has a line of Disney Descendants wheeled toys for AW 2016, as well as Num Noms wheeled toys for SS17. A selection of novelty toy ranges with Disney Princess, Frozen and more will also be available. 01253 778 888

Following on from the Tiny Tears 50th Anniversary Doll last year, John Adams is giving the iconic doll a makeover for 2016. First launched in the 1960s, Tiny Tears was the first fully functioning feeding, crying and wetting doll with closing eyes, moveable arms, legs and head. This year, the refreshed Classic Tiny Tears doll models a new outfit, featuring a specially designed patterned fabric that is completely unique to Tiny Tears. The new Classic Tiny Tears doll comes complete with essential accessories, including bottle, potty, pacifier and hairbrush for lots of play value. Also new for 2016 is the Teeny Tiny Tears soft-bodied doll, which has dual function packaging that can XXXXXXX be turned into a cot. Both of the dolls are available for fans now and will be

supported by a heavyweight TV campaign, as well as benefiting from PR support. Under its Disney Princess licence, John Adams is launching the Jelly Stickers Light & Sparkle Fairy Lights set – complete with jelly paints, Disney Princess jelly stickers, a string of 10 soft glow fairy lights and jewel casings. Also joining the collection is the Jelly Stickers Light & Sparkle Nightlight and Projector. Kids can simply colour in their chosen designs using the jelly paints included and once dry, can be secured inside the projector unit for a magical jewel lightshow or a soothing night time glow. In addition, both launches will benefit from a TV advertising campaign and will be supported by PR activity across various kids’ media and influencers. 01480 414 361

WILTON BRADLEY Wilton Bradley has added a whole host of exciting new brands and products to its portfolio this year, from dolls and accessories, to quad skates and scooters. Snuggles is a dolls and accessories range owned and distributed by Wilton Bradley, which has grown over the past decade into a comprehensive collection of dolls, doll’s prams, buggies and accessories recognised by fans for its pretty designs, bright packaging, competitive retail price points and attractive margins. Featuring a range of dolls with interactive sounds, clothes and accessories, kids love the imaginative role-play and companionship that the Snuggles range offers. The Deluxe Dolls Pram is one of the company’s most popular

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lines, featuring a fold up and down hood, adjustable handle, large lower basket, rigid metal frame, harness and clip, detachable carry case and bag. Elsewhere, Xootz is taking the wheeled toy market by storm this year with its fresh take on skates, scooters, skateboards, ramps and safety gear. The Xootz brand represents safe, quality and fun wheeled toys and accessories, designed for active children. Designed with beginners and intermediates in mind, the new Xootz Quad Skates have safety and stability at their core. For example, the padded

cushioned boot and secure bootstrap buckle ensure that children’s feet stay secure, supported and comfortable.

Plus, the flexible sizing and adjustable straps give plenty of room for little feet to grow into and ensure maximum use from the skates – an important feature for parents. UK inflatables brand Bestway also has many popular products boasting brands including Star Wars, Angry Birds and more, and as Bestway’s exclusive partner in the UK, Wilton Bradley carries an extensive domestic range. From Disney Princess paddling pools to Finding Nemo pool ride-ons, right up to huge above ground pools, the firm has summer inflatables covered for kids. 01626 835 400

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19/07/2016 12:37

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18/07/2016 11:52

SECTOR GUIDE: DOLLS, JEWELLERY, CRAFTS & MORE

MATTEL 2016 sees Barbie celebrate girls’ imagination, empowering them to believe in their dreams. Following the launch of three new body shapes – tall, curvy and petite – earlier in the year, Barbie Fashionistas continues to excite fans. 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 on-trend fashions. This autumn, Barbie Star Light Adventure will be released on DVD, and it will be supported with a doll line, while other launches will include Barbie Dreamtopia and the new Game Developer Barbie. This year sees Monster

TRENDS UK High partner with Lady Gaga’s Born This Way foundation to encourage kindness and friendship with the launch of #KindMonsters. July saw the introduction of the brand new franchise DC Super Hero Girls. Mattel launched as the master toy licensee with a toy range with three categories; 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. Plus, each piece of content is supported by a range of dolls. Coming later this year, My Mini Mixie Qs will launch with a focus on collectables. 01628 500 000

Demand for the new range of licensed Shopkins Kinstructions toys from The Bridge Direct, distributed by Trends UK, has been phenomenal and product is flying off the shelves. Featuring mix and match buildable Shopkins figures and iconic scenery from the bestselling brand, the Shopkins Kinstructions range enables children to build their favourite Shopkins scenes. New sets include the XXXXXXX supermarket checkout, bakery, café and the town centre. In addition, the sets can be added together to create the ultimate Shopkins world.

Graham Spark, sales director at Trends UK, said: “We are delighted to be introducing the Shopkins Kinstruction range to the UK. The first sets are now available to buy at retail and orders are flooding in.” Trends UK has revealed it is supporting Shopkins Kinstruction with PR and marketing activity throughout the year, including competitions in magazines such as Shopkins and Sparkleworld, which will help to reach ardent fans. Designed for children aged six and over, prices range from £4.99 to £29.99. 01295 768 078

WARNER BROS DC Comics is home to the world’s most iconic superheroes and super-villains, and this year DC Super Hero Girls will take centre stage alongside the original ambassador of female empowerment, Wonder Woman. DC Super Hero Girls is an allnew franchise that harnesses the power of the world’s most iconic DC female superhero characters including the likes of Wonder Woman, Super Girl and Bat Girl. Developed by Warner Bros. Consumer Products (WBCP) and DC Entertainment in partnership with Mattel, DC Super Hero Girls gives young fans the chance to play and be inspired to discover their super power potential.

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DC Super Hero Girls is generating huge interest across all categories. The characters embody strength, intelligence and determination and they are the kind of positive and inspirational role models that parents would

want for their daughters, and that young women are demanding for themselves. DC Super Hero Girls is definitely a gamechanger and the consumer products

programme that launched internationally last month is on track to take retail by storm. Wonder Woman is also a major focus for the studio with a self-titled solo feature film set to debut in June 2017. Wonder Woman will be fully supported by WBCP with a global licensing and merchandising programme highlighted by fashion-focused and trend-right product. Wonder Woman is also celebrating her 75th anniversary this year, and WBCP will mark the milestone with the release of a range of merchandise for fans to purchase. 020 7984 5000

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19/07/2016 12:23

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11/05/2016 11:06

SECTOR GUIDE: DOLLS, JEWELLERY, CRAFTS & MORE

SAMBRO Sambro has a wide selection of licensed ranges for girls of all ages, and the firm is delighted to introduce its new Trolls range ahead of the much-anticipated film release in November. The range comprises Colour Your Own, Make Your Own and Create Your Own products, Scribbles, Colouring Tables and lots more. The My Little Pony brand continues to grow from strength to strength, and Sambro’s range of arts and crafts lines make a great addition to whole licensed collections in store. Fans can choose from Scribblers, Travel Art Easels, Glitter Pony Sets and much more. Frozen is still a huge part of Sambro’s exciting Disney Princess portfolio and products span backpacks, arts and crafts, stationery, games, pocket money toys, as well as the hugely popular Olaf Slush Maker.

Elsewhere, Tsum Tsum arts and crafts and games products are performing brilliantly, with the 3D Erasers proving to be a real hit with fans of the collectable craze. Plus, new character based games from the toy company include the Pyramid Challenge Game and Stack it High.

Collectable craze Shopkins also gets a Sambro twist, with plush character backpacks and a selection of umbrellas. Kawaii Cubes are on course to be a huge hit for Christmas. The cool collectable character plush comes in three different sized soft and squishy cubes (small, XXXXXXX

medium and large), and feature some of the most iconic Warner Bros and DC Comic characters of all time. Batman, Superman and Wonder Woman are all up for grabs, plus kids can also collect the Tin Man, Fred Flintstone, Scooby Doo, The Joker and more. 0845 8739 380

a heavyweight campaign, plus additional PR and digital activity. Zippeeez are micro scale collectable creatures, which magically come to life on their play-sets with magic miniature movement. Each play-set has two modes, including Sound Sensitive and Dance. They are sound reactive, so the more they hear the more active they will be, and each play-set includes cute animal sounds. Across the range of price points there are different

combinations of magic movement and kid-powered features, and each play-set comes with at least one Zippeee, plus there is a Quintuplet pack for kids to build up a character collection. Zippeeez will be supported by TV advertising targeting girls aged from four to nine, as well as print activity. Care Bears continues to go from strength to strength this autumn with the introduction of Cousins

characters, as seen in the series on Netflix, to the plush assortments. Blind Bags are brand new to the UK and a three pack of Bath Squirters have also been added to the line. Animagic’s autumn/winter 2016 range boasts three TV advertised items, as well as Fluffy Go Walkies and Alfie My Training Puppy. Plus, Ruby & Lottie, the dalmatian mum and pup come into the range. When they’re apart their hearts glow blue, but put them together and their hearts will change to pink. Elsewhere, Kitty Club features a new addition in the form of the Kitty Clubhouse play-set. The spring 2016 range also carries forward with collectable Blind Bags and Accessory Packs, and the trendy Convertible, as well as the Heartlane Café play-sets. 01483 449 944

VIVID There are over 60 intricately decorated charms to collect, wear and display in new kids’ collectable range Charm U, which launches this AW16. Each charm is themed, has a catchy name and comes with a collector sticker, plus there are limited edition and rare charms for children to collect. Kids can kick-start their Charm U collection with the Surprise Charms Blind Bag, which includes two charms and two collector stickers. Plus, the four pack and eight pack include a Charm U bracelet. The eight pack also includes a colourful mini rucksack that contains one surprise charm. The Schoolhouse play-set includes a Charm U bracelet, eight charms and comes with a classroom to hang up and display charms and help them with their studies, or a fun slide if they want to be mischievous. The Charm U range will be displayed on TV from launch with

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www.toynews-online.biz

19/07/2016 11:32

2016 is bursting with NEW arrivals!

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SECTOR GUIDE: MUSICAL TOYS

Sweet melody Whether it’s getting kids grooving or to help improve little ones’ early music making, there is a range of musical toys on the market for retailers to snap up. Jade Burke takes a look at some of the latest items to hit shelves XXXXXXX LEAPFROG xxx The educational kids’ firm has a xxx line-up of musical toys on offer, including a musical bus, tea party and table to help children develop their musical skills. The Musical Rainbow Tea Party, which is suitable for two to five year-olds, engages children with vivid sounds and bright colours, creating an exciting musical experience. Kids can build motor skills as they role-play with 10 play pieces, including two tea cups, six colourful cake slices, a cake plate and a teapot, which realistically moves as children pour and gurgles as it is tipped. Elsewhere, the Learn & Groove Musical Table, suitable for kids aged from six months to 36 months,

brings a light-and-sound learning extravaganza, while helping kids to learn both English and French. It boasts 55 tunes and musical activities that teach letters,

CHARACTER OPTIONS The Teletubbies range from Character Options introduces young children to musical play with the Music Day play-set. The set includes a piano, podium, and drums, as well as an exclusive Laa-Laa figure with a trumpet that also plays the Teletubbies theme tune. Presented in an engaging open pack, the try-me packaging will have children instantly excited by the musical play-set. Once kids have taken their new toy home,

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numbers and colours, flashing lights and colourful piano keys. LeapFrog has also unveiled the Mobile Med Kit for children aged two years and up, which helps prepare little ones for real medical check-ups through fun role-play. Children are encouraged to roll the ambulance and press the siren during play, which prompts songs, such as ‘Head, Shoulders, Knees and Toes’, as well as fun phrases that teach little ones about health and hygiene. Plus, children can practice being doctors themselves by giving and receiving check-ups with the stethoscope, thermometer and squeaky syringe. Kids can also develop three key skills including

imaginative play, listening comprehension and motor skills with the Learning Friends Play & Discover School Set. Little ones can join Tiger, Turtle and Monkey in class for five fun school activities and more than 70 songs, stories and phrases are also included. Lastly, the Learning Friends Adventure Bus boasts more than 20 songs, phrases and sound effects to bring adventures to life. Designed for kids aged from two to five years, the Adventure Bus helps children develop key motor skills with doors that open and close and moving wheels. Three learning friends, Koala, Fox and Penguin, are also on hand to introduce vocabulary to children for pretend-play fun. 01895 202 840

HTI children will be conducting LaaLaa and friends in no time as they discover the three different musical sounds that are created by each button. Another option from the Teletubbies range is the actionpacked Pull & Play Giant Noonoo toy, which includes bright and chunky buttons that play fun music and various sound effects from the Teletubbies’ TV show. 0161 633 9800

Awarded a Right Start Best Toy Award for 2016, the Teletubbies guitar features fun character sounds and phrases and tuning pegs, as well as the popular theme tune. The range also comprises a keyboard that features rotating Teletubbies character sculpts and a xylophone. Elsewhere, HTI has unveiled a line of Paw Patrol musical toys for 2016, including a keyboard with character sculpts that make their own sound effects and an electric guitar with brand specific sounds. The Peppa Pig range includes instruments with unique sculpting and sounds that allow children to develop musical abilities, play and learn along with Peppa Pig and friends.

The range includes a tabletop piano, guitar, xylophone and keyboard. The Peppa Pig musical offering also includes a Big Band Station and sets, a multifunctional microphone, plus an array of music toys at pocket money price points. HTI also provides a selection of fun musical instruments and toys with new Nickelodeon pre-school series Blaze and the Monster Machines and Shimmer and Shine, as well as Bing. 01253 778 888

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19/07/2016 11:35

SECTOR GUIDE: MUSICAL TOYS

MATTEL Fisher-Price is building on the success of its BeatBo with exciting additions to its range. The Bright Beats Learnin’ Lights Dance Mat features motion sensors and offers two ways to play. As baby moves and dances on the mat, the bright colours, music, lights and sounds give babies’ developing senses a boost, while the learning content introduces

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GP FLAIR them to ABCs, numbers, shapes colours and more. BeatBelle features bright colours and lights from her tummy to help stimulate babies’ senses and has three different modes of play. Plus, BeatBowWow, a new friendly four-legged companion of BeatBo, has been added to the firm’s range. 01628 500 000

Based on characters from popular TV shows Sheriff Callie and Shimmer and Shine, pre-schoolers will love the new musical toys from Flair’s Just Play division. Sheriff Callie is in town with a wild west toy range. Just Play’s toy collection brings animated characters from the show to life in the form of figures, plush toys and various role-play items. And for little girls who want to sing along with Sheriff Callie from the TV series, the Sing-Along Microphone and Musical Guitar have both been designed to help little ones act out their own Western adventures.

Another favourite in the range is the Sing and Sparkle Callie Plush; kids can push Callie’s belt and hear her sing the well-known theme song from the show. In addition, launching in October is Just Play’s Shimmer and Shine role-play range, and a key item for kids in the collection is the brand new Musical Jewellery Box. Boasting a real working drawer for storage, the box also comes with a Gem Ring Topper that doubles up as a removable ring for kids to enjoy. To complete the Shimmer and Shine experience, girls can also press the gem and dance along to different music from the show. 0208 643 0320

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SECTOR GUIDE: MUSICAL TOYS

LITTLE TIKES New for autumn 2016 comes the pre-school line Light ‘n Go, which boasts cute characters, including a monkey, tiger and panda, whilst the three-in-one Activity Walker (RRP £39.99) comes with unique features that will keep baby entertained for hours. The Newborn range is ideal for first newborn gifts, with prices ranging from £5.99 to £69.99. Elsewhere, the new Tummy Tunes Giraffe (RRP £17.99) encourages tummy time and includes a piano with two modes of play. The Lil’ Ocean Explorers range from Little Tikes has exciting characters that stimulate and entertain babies through key milestones. The line includes The Catch Me Crabbie (RRP £14.99), which sees this clacking crustacean move based on its

music and motion sensor, and The Stand n’ Dance Starfish (RRP £29.99), which lets toddlers step on the keys to initiate different lights and music. Part of the Discover Sounds range is the award-winning Activity Garden (RRP £69.99),

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Three of these new lines will be underpinned by television investment. This, plus major PR and social media activities will take place, which has all been designed to help support the new toy launches. 01908 268 480

GOLDEN BEAR

HAPE Global wooden toy manufacturer Hape has a wide range of musical toys on offer for children to enjoy. The company’s line ranges from the entry price point bird whistles and rainbow pan flutes, to mid-range items such as the tambourine, xylophone and two time award-winning Pound ‘n’ Tap Bench. Meanwhile, some of the larger products include guitars and the grand pianos. Each product is designed with education in mind and have been painted in bold and bright colours. Plus, the variety of

which includes a telephone with three languages, a Tap-a-Tune piano and lots more. Little Tikes’ Tap-A-Tune product line boasts the Tap-A-Tune drum, piano and xylophone, which all allow for creative cause and effect play in an engaging way.

the products means that there is guaranteed to be something for all young musicians out there. Hape’s music range begins for kids aged 12 months plus with the best-selling musical item; the Pound n Tap Bench. For slightly older children, there is the happy harp and the grand pianos, which are recommended for children aged three years plus, and the vibrant guitars, which have been designed for little ones aged four years and upwards. 0845 6000 286 (Marbel)

Musical toys are a prominent feature across Golden Bear’s licensed portfolio this autumn. The In the Night Garden Explore and Learn Musical Pinky Ponk features over 30 activities including sounds and lights, a moving propeller and shape sorter figures. Based on Igglepiggle’s iconic boat from the In the Night Garden TV show, Igglepiggle’s Bedtime Boat has been specially designed to gently soothe little ones to sleep. Featuring soft lullabies, this product comes with a glowing lightshow and 10 short stories. Super-soft and cuddly, Musical Makka Pakka with Light Up Friends makes the perfect companion for little In The Night

Garden fans. Lullabies are activated by pressing Makka Pakka’s hand, whilst Igglepiggle and Upsy Daisy glow in different colours on his tummy. New to the Twirlywoos collection is Dance-Along Peekaboo, which plays music whilst spinning and dancing around the floor, while interactive Chickedy and Chick say fun phrases and play tunes from the show. Within the new Mr Tumble Something Special range, Mr Tumble’s Musical Car includes engine sounds, a flashing big nose and a Mr Tumble character figurine that fits into the car. Also part of the musical toys offering under the newly acquired Thomas & Friends licence is the Thomas & Friends Glowing Musical Thomas. 01952 608 308

www.toynews-online.biz

19/07/2016 11:49

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19/07/2016 12:53

SECTOR GUIDE: PLUSH

Soft sell Whether its a cuddly animal, a smash hit character or furry sleeping aide, the snuggable, huggable world of plush toys continues to knock the stuffing out of a whole host of other toy categories. Billy Langsworthy checks out the new ranges that are heading for a good squeezing this year GOLDEN BEAR Autumn/winter 2016 will see the company launch its new Sleep Tight All Night concept, which combines the benefit of a child sleeping aid system – which trains children when to sleep and when it’s time to get up – with a soft play daytime toy. The product has been developed in-house following research into the effects of coloured lights on sleeping patterns, and has been designed to aid the transition from cot to bed for little ones, with the added appeal of being contained within a cuddly plush toy. The popular Twirlywoos range is also expanding further with Interactive Musical Chickedy and Chick and Dance-along Peekaboo plush being added to the range. Interactive Musical Chickedy and Chick have lots of interactive features for pre-schoolers to enjoy including poseable arms,

songs and phrases, and twinkling lights, which glow on the satin cloud on their tummies. With a press of the head, Dance-along Peekaboo spins and dances across the floor whilst playing the Twirlywoos theme tune and sounds from the show. The In The Night Garden range will also see new plush introductions. Kids can lay My

Best Friend Igglepiggle down, and his eyes will gently close and he will play a sleepy phrase whilst a soft glowing light will appear in his body. Sit him back up to open his eyes and to hear daytime phrases and stories. The cuddly Musical Makka Pakka with Light Up Friends boasts soothing sounds and a warm, glowing, light up tummy

Pig collection. Coming soon is the Laugh with Peppa feature plush toy. When tickled, Peppa falls over onto her back, then giggles and wiggles her arms and legs, just like the animation in the show. Laugh with Peppa will have pre-schoolers in giggles and with a dedicated TV ad, Character is confident it will be a popular choice for pre-schoolers and parents alike. The Princess Peppa & Sir George range also boasts a Princess Singing Peppa. Elsewhere, young Teletubbies fans can enjoy a new cuddly range of plush toys. The signature eightinch Talking Plush feature original speech and sound effects when

kids squeeze their tummy, and also won this year’s Best New Toy for the Plush category at Toy Fair. There are also larger feature plush to choose from such as the lively Jumping Po, who bounces up and down and sings her special song. Then, for bedtime, there is the ten-inch Lullaby Laa-Laa with a built in night light and soothing lullabies to sing children to sleep. 0161 633 9800

featuring Igglepiggle and Upsy Daisy characters. The newly rebranded Mr Tumble’s Something Special collection has had a complete refresh with updates on all of the current range. New products for AW will include Mr Tumble with Tumble Tapp and Mr Tumble with Lights and Sounds. The brand new Oddbods plush collection will be led by hero product Voice Activated Walking Fuse and Pogo, which walk and make numerous sounds from the show when they sense someone speaking or clapping. The company also will be launching new plush ranges under the Thomas & Friends and Messy Goes to Okido brands. Golden Bear will also continue to support the Woolly and Tig and Hey Duggee brands. 01952 608 308

CHARACTER OPTIONS Character Options’ portfolio includes an array of feature plush toys perfect for snuggling, laughing and talking. My Dream Puppy Snuggles joins the Little Live Pets range this autumn, and the new plush puppy will tug on kids’ heartstrings thanks to its soft, snuggly fur and lifelike movements. Once children have formally adopted Snuggles with the certificate included, they’ll be able to see the pup drink from his bottle, open and close his eyes, move his head and breathe like a real puppy. Character Options also offers plenty of plush play with its Peppa

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SECTOR GUIDE: PLUSH

FLAIR A Leap ‘n’ Roar Kion and Magic Twirl Mim Mim make fine new additions to Flair’s Just Play plush portfolio, while new additions from Barbie and Shimmer and Shine add to the line-up. Kion, a key character of The Lion Guard TV series and central to the Just Play toy collection, is available as an interactive Leap ‘N’ Roar Kion plush that includes 10 character sounds, a pullback feature that makes him pounce forward and a motion sensor in his nose that will make him roar as kids pass by. Fun can be had on a smaller scale with the 8” Plush with Sound offering four key characters from the show, complete with their own sounds and phrases. Just Play has more plush to offer in the Kate and Mim-Mim toy collection too.

The interactive Magic Twirl Mim-Mim feature plush will be the ultimate companion to bring this popular character to life. Kids can hold Mim-Mim’s hands and twirl to hear him chant ‘Kate & Mim-Mim me and you, lets twirl away to Mimiloo’. In addition, there are four smaller plush characters to collect and a Jumbo Mim Mim with poseable ears. From October, Just Play’s Shimmer and Shine range will offer four soft plush characters that will delight fans of the Shimmer and Shine genies and their two pets, Tala and Nehal. Finally, if girls love cute soft puppies then the Barbie Great Puppy Adventure Plush, available as four different characters and complete with a bow in their hair, will be right up their street this season and beyond. 0208 643 0320

RE:CREATION The march towards the festive season brings new additions to Re:creation’s Snuggables plush portfolio, including innovations and refreshes for the firm’s success stories Stretchkins and Bright Light Pillow. The company will roll out heavyweight TV ads supporting the portfolio throughout the second half, as well as driving column inches with PR. Launched in 2014, Stretchkins has continued to deliver outstanding results. Named ‘Best New Non-Licensed Plush’ in its launch year by NPD, the range of toddler-sized stretchy limbed soft toys have gone on to make their mark in the category time and time again. In the second half of the year, Pink and Purple Bear refreshes

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the character line-up which, as well as three other characters, includes special feature plush Pink Cat with its motion activated light up feet. The Bright Light Pillow range welcomes special feature addition Beatz Star with its sound activated light show that pulses in time to childrens’ own music. The regular Bright Light Pillow line-up of light up pillows is refreshed this year with the addition of Princess Crown. Elsewhere, Emojis will be casting their magic over Re:creation’s Necknapperz range this year and the line-up of four popular characters have already delivered strong results. These cosy cushions filled with microbeads transform in seconds to become comfy and

practical neck pillows, making them perfect for youngsters’ bedrooms and children on the go alike. 0118 973 6222

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SECTOR GUIDE: PLUSH

VIVID Vivid’s plush portfolio has been bolstered with the new Oodlebrites, which are light-up plush characters that magically come to life and change up to seven different colours when kids tap them, making the toys perfect for a game of catch. There are five super-soft characters for children to collect: Moodles the Mouse, Choodles the Monkey, Foodles the Dog, Noodles the Unicorn and Purdles the Cat. Elsewhere, Flip a Zoo, which is new from Vivid this autumn, is an assortment of two-in-one cuddly creatures. Children can simply grab and flip to reveal the second furry friend. Plus, the brand is supported by TV advertising and a PR campaign focusing on using Flip a Zoo as a tool to re-capture the lost art of storytelling.

Vivid’s Care Bears range is also being refreshed with new characters, including some of the Cousins as seen in the series on Netflix. The range spans a line of new bean bags and large plush toys that will provide extra big cuddles for little ones. Animagic will also launch this autumn with a range of TV advertised items. In addition, the brand new dalmatian mum and pup, Ruby & Lottie, love being together with their pink light up hearts. However, if they are separated, the dalmatian pups will become sad and their hearts will begin to glow blue until they are reunited. Fluffy Go Walkies and Alfie My Training Puppy also carry forward in the range with a strong TV campaign that will feature across all items. 01483 449 944

XXXXXXX RAINBOW DESIGNS Rainbow Designs is all set to launch a The Snowman and The Snowdog My First Christmas collection for fans. The new plush collection includes My First Snowman and Snowdog Comfort Blankets, Ring Rattles and Jingle Bell Booties. The gifts, made from soft plush and embroidered with the My First Christmas message, make a keepsake of the special occasion. The My First Christmas collection joins the toy lines from the seasonal brand: The Cuddly Snowman, Large Plush Snowdog and The Snowman and Snowdog Bean Toys. Elsewhere, the latest plush range to join Rainbow’s portfolio is My First Thomas & Friends. The collection which stars iconic pre-school brand Thomas & Friends is already receiving great up take at retail, as well as international interest. The collection includes a range of cute soft toys including a

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POSH PAWS

Chime Ball, Activity Cube and a plush ‘My First Thomas’. The range also features a Comfort Blanket, a Tummy Time Activity Playmat and a feature plush Thomas Activity Toy that says phrases such as ‘Peep Peep’ and ‘I’m the number one blue engine’. Rainbow Designs also has a number of plush collections available from brands including Peppa Pig for Baby, Paddington Bear, Peter Rabbit and more. 01329 227 300

As Finding Dory achieves box office success across the pond, Posh Paws is looking forward to the imminent retail launch of its Finding Dory plush range. The cute and cuddly soft toy collection comes in a variety of sizes and includes the forgetful fish and her latest sea life friends; Bayley, Destiny, Hank and Nemo. In addition, Posh Paws has an all-new ten-inch Baby Dory plush that is available to order now. Elsewhere, Posh Paws’ latest collection of Disney Princess Plush Dolls each come with an iconic scene from the films on their dresses. The range currently includes Cinderella, Belle, Ariel, Snow White and Aurora. Additional characters will launch in SS17.

A Disney Princess floor standing display unit will be available to all retailers for SS17, which will showcase a mix of sizes of product to suit different price points. The FSDU will also offer retailers a great opportunity for additional sales around the launch of the live action Beauty and the Beast film, planned for release during March 2017. Looking ahead to Christmas, Posh Paws is gearing up for the big blockbuster animation release from Walt Disney Animation Studios this December, Moana. Set for release on December 2nd 2016, Posh Paws will have a full line-up of plush products for fans in a variety of sizes to support the movie launch. 01268 567 290

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from

*Source: NPD value sales Jan-Dec 2015.

Tel: 0118 973 6222 I e:mail: sales@recreationltd.co.uk I website: www.recreationltd.co.uk Snuggables Trade ad.indd 1

08/07/2016 16:47

OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR

FOLLOW ME ON TWITTER @JONSALISBURY

Jon Salisbury This month, the inevitable early return of our footballing heroes (or anti-heroes in England’s case) prompts recollections from our columnist on those frantic toy clearance sales

learance experts at the ready. As UK involvement in the Euros came crashing down to Earth, toy stores were among those left to pick up the pieces. Clearance sales are often seen as the least glamorous of toy sales functions but remains one of the most crucial as they tidy up mistakes and create profit in the face of adversity. I remember Robert Myers of United Overseas once telling me that the biggest deal he ever did was for Star Wars action figures

I remember Robert Myers of United Overseas once telling me that the biggest deal he ever did was for Star Wars action figures with Woolworths. Pure clearance gold. I think Euro 2016 merchandise might be less desirable. with Woolworths. Pure clearance gold. I think Euro 2016 merchandise might be less desirable but there’s a World Cup next so you’d better clear those shelves soon. And remember, with the football season just around the corner, you will soon be competing for attention with club football. At least with toys the clearance guys have an interesting product to sell. Imagine if you were jobbing socks or kitchenware. I have always been thankful that I got to write about the toy business. Other thrilling magazines that I have worked alongside have included the amazing Paint and Resin, Process Biochemistry and the eye wateringly dull Blinds and Shutters. Thank you toys.

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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