ToyNews 178 November 2016 by Future PLC

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DC SUPER HERO GIRLS and all related character and elements © & ™ DC Comics and Warner Bros. Entertainment Inc. WB SHIELD: TM & © WBEI. (s16)

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FANTASTIC BEASTS AND WHERE TO FIND THEM, HARRY POTTER, characters, names and related indicia are © & ™ Warner Bros. Entertainment Inc. WB SHIELD: TM & © WBEI. J.K. ROWLING’S WIZARDING WORLD ™ J.K. Rowling and Warner Bros. Entertainment Inc. Publishing. Rights © JKR.

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Retail 16 Crowd control This month, we get funky with Jooki, a toysto-life take on a jukebox for kids

No. 178

Licensing

19 Fan fare The LEGO Ideas team talks to us about opening up to play-set suggestions from fans

Pre-School

20 Jaz club Jazwares UK MD Jonny Taylor chats to ToyNews about its stellar 2016 so far

November 2016

Marketing 27 Nom-ber one MGA Entertainment talks licensing plans following a mammoth year for Num Noms

Rolling back the years

This month, weâ&#x20AC;&#x2122;re running around for hours on end, decorating the walls with our dinner and rocking a permanent runny nose, Why? Because this issue of ToyNews is a pre-school special, as we check out the latest products set to get the tiniest of tots smiling this Q4

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M4880 UK ToyNews Preschool AD3_HI.pdf

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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 Jaques Senior Account Manager sjaques@nbmedia.com James Marinos Production Executive jmarinos@nbmedia.com Julie Champness Designer jchampness@nbmedia.com Andrew Wooden Content Director awooden@nbmedia.com Mark Burton Managing Director mburton@nbmedia.com

WELCOME

CONTENTS

COMMENT

Regulars 06 08 08 09 12 14 16 58

News Campaign of the Month Playtime Euromonitor Analysis Industry Movers Industry Opinion Crowdfunding focus ToyTalk

Features 19 INTERVIEW: LEGO Ideas 20 INTERVIEW: Jazwares UK Licensing.biz 23 News 27 INTERVIEW: MGA Entertainment Pre-school 28 News 30 Sector Guide: Pre-school Retail 43 News 45 Indie Profile: It’s Toy Time 46 ToyShop UK 49 Sector Guide: Wheeled Toys

Editorial: 0207 354 6017 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.

Autumn leaves

he dust has settled on another Brand Licensing Europe, and it was yet a further example of the exciting (and still dominant), role licensed product plays in the toy market. While there was the latest updates from major properties, it was in the nicher parts of the show that some of the most interesting deals were being struck. Whether it was David Hasselhoff launching himself as a potential toys and games brand or rumbles of toy deals for Krispy Kreme, it’s worth remembering that while often bemoaned for its dominance, the licensed space often brings the industry some of its most interesting (often left field) product launches. And such is the story of my life, as Hasselhoff enters, I leave. Yes, this is my last issue of ToyNews before I move off to pastures new (I’ll still be with the team for the first few weeks of November - so ping me an email to stay in touch but this is my final ‘full’ issue). I’ve had such a laugh, made some real friends and had more fun than I ever thought possible on a trade magazine. Thanks to all the readers and everyone that’s been a part of my time on ToyNews over the last four and a bit years. Luckily for me, it’s an industry that encourages you to embrace your inner child, be daft and have fun, and the ToyNews team has never needed asking twice on that front. Long may that continue. See ya soon.

It’s my last issue at ToyNews. I’ve had a right laugh, and luckily for me, the industry is one that encourages you to embrace your inner child, be daft and have fun. The ToyNews team has never needed asking twice on that front.

Contact: BLangsworthy@nbmedia.com

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November 05

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NEWS

Spin Master to crack Christmas with Hatchimals

The company has been overwhelmed by the early response to its range of interactive pets that hatch from eggs BY ROBERT HUTCHINS

he response from both consumers and retailers to Spin Master’s new Hatchimals toy line has been billed as nothing short of ‘phenomenal’. The toy maker has reportedly been ‘overwhelmed’ with the early response to the line of interactive, hatching eggs that launched in early October to a fanfare of hype from consumer press. Each Hatchimal arrives in a self-hatching egg that responds to children tapping and pecking at its egg, before emerging from the shell to reveal the cuddly creature inside. The child can then raise their Hatchimal through three phases,

from baby to full-grown Hatchimal as they teach it to walk, talk, play games and more. “Even at just one weekend since the global launch of Hatchimals, we have been overwhelmed with the very positive response from both retailers and consumers alike,” Charlotte Yates, brand manager for Hatchimals, told ToyNews. “We saw interest start to build in the lead up to Hatchimals Day on October 7th. We have since had some encouraging early reads, indicating that consumers are both engaged with and excited

about giving the gift of a Hatchimal this Christmas.” With more developments already in store for the Hatchimals brand, Spin Master has promised the opportunity for all of its customers to get their hands on new Hatchimals products. Looking ahead, the brand is set to reap the benefits of a full year of marketing for Hatchimals in the coming 12 months and beyond. “The marketing around Hatchimals has only just started,” continued Yates. “We have a really exciting few weeks ahead and we plan to ensure that interest in Hatchimals will continue to grow as we head toward and through the key selling period,” Spin Master: 01628 535000

Smart sees year of growth for SmartGames and SmartMax lines Following a successful 12 months, the firm is now prepping for Christmas, with Penguins Pool Party a major focus BY BILLY LANGSWORTHY Smart Toys & Games has enjoyed a successful 2016 to date, fuelled by growth across both its SmartGames and SmartMax ranges. “2016 has been a very busy year for Smart with the launch of 14 new SmartGames, including new IQ games, compact games, and an exciting addition to the popular fairytale range,” Karen Clarke, brand director at Smart Toys & Games, told ToyNews. “Smart Toys & Games is delighted with the growth seen in both the SmartGames and

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SmartMax ranges this year, and we are looking forward to a busy Christmas period.” Among the firm’s major titles for this Christmas is the Penguins Pool Party, which sees players place penguins on the game board as shown on each challenge, and then attempt to fit the ice blocks around them. There are 60 multi-level challenges designed to boost cognitive skills, including spatial insight, concentration, and problem solving. Away from the firm’s Penguins Pool Party game, Smart Toys &

Games has seen several titles achieve top sales across its portfolio of lines. “The standout products for us this year are SmartGames’ IQ Puzzler Pro and Three Little Piggies and SmartMax’s Start,” added Clarke. “The extensive SmartGames IQ range and compact range from Smart Toys & Games make for perfect stocking fillers, and we think the SmartMax Mega Ball Run is the ultimate ball run for young children.” Smart Toys & Games: 01903 885669 / uk@smart.be

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24/10/2016 12:18

NEWS

Shengha tech sets pulses racing The ‘bio-monitoring’ digital card game uses wearable sensors that allows players to control gameplay using their emotions, and BfB Labs - the firm behind the new technology - believes it presents a leap forward for toys-to-life BY ROBERT HUTCHINS

he firm behind a new digital card game that monitors players’ emotions to control gameplay believes it’s the next step forward for the toys-to-life sector. The Champions of Shengha is a bio-sensing digital card game that, via wearable sensors, measures a player’s heart rate and in-game stress levels to dictate the power of each of their moves. The game is the brainchild of the London-based tech firm BfB Labs, a team of self confessed research, biology and gamer geeks, who insist it will bridge the gap between playable toys and games and the toys-to-life market. “When digital card games take off they can be really successful,” Simon Cox, co-founder of BfB

Labs, told ToyNews. “The digital market allows for new ways to interact that surpass what we can easily do with paper cards and tokens, including seamless worldwide play, beautiful animation and fun mechanics.” The mechanics of The Champions of Shengha sees bio-data being fed back to the game via wearable sensors that, according to Cox, can then be used to train players to become more emotionally resilient and manage physical and mental stress better. Built for young players aged from ten to 14, Shengha has already undergone a rigorous trailing period, having been taken in and out schools for over a year before finding its place on the crowdfunding site Indiegogo. “The response to the game has been great,” continued Cox.

“We knew were on to something when players went wild for the premise. They just loved powering up the cards with their bodies. “I see this game as a step towards a fully fleshed out toys-tolife proposition.” The game is currently available to UK backers via Indiegogo, while BfB Labs has highlighted its plans

to launch the collectable battle card game in UK in March 2017. “It’s a really exciting time for the collectable card scene with lots of innovation popping up,” Cox told ToyNews. “We hope to be improving our own game and building new cards and content for some time to come.” BfB Labs: 020 7253 9781

Hasbro and Indiegogo unveil Next Great Game Challenge finalists Finalists in the running to be launched at retail by the toy firm includes fantasy game Lair, skiing title On the Slopes, card game Colossal Blob, battle title Plank & Rank and collaborative storytelling game The Plot Thickens BY BILLY LANGSWORTHY Hasbro and crowdfunding website Indiegogo have detailed the finalists of Hasbro Gaming Lab’s Spring 2016 Next Great Game Challenge. The challenge launched this April and saw game designers from across the US, UK, Canada (excluding Quebec), France and Germany submit game ideas to Hasbro. The five finalists were chosen by a team of Hasbro game experts and designers from more than 600 entries The finalists include map making fantasy game Lair, skiing title On the Slopes and Colossal Blob, a

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card game that sees players aim to become the biggest blob. Also in the final five is collaborative storytelling game The Plot Thickens and Plank & Rank, a title that sees gamers join the fight between the Romans and the Barbarians. Each of the projects are now live on Indiegogo in campaigns that

will run until November 13th. Each finalist will also receive $2,000 as well as mentorship from Hasbro and Indiegogo as they raise awareness, funding, and support for their game. “We were overwhelmed by the innovative ideas and creative concepts submitted to the Spring 2016 Next Great Game Challenge and by the continued support and participation from the gaming community,’’ said Brian Chapman, head of design and development at Hasbro. Jerry Needel, senior vice president corporate partnerships at Indiegogo, added: “Hasbro

continues to give game creators the opportunity to express their ideas through this incredible Challenge and the growth in both quality and quantity of submissions are a testament to the program’s success. “We’re thrilled that the Indiegogo community will have a voice in determining this year’s winner and to offer finalists’ a platform to show off their games to the world.” The grand prize winner, chosen later this year, will receive $25,000, a trip to Hasbro headquarters in Rhode Island, and the opportunity to work with Hasbro to make their game a reality.

November 07

24/10/2016 16:54

CAMPAIGN OF THE MONTH/PLAYTIME

Sleep Tight All Night After launching its new line-up of sleeping aids, Golden Bear’s Sleep Tight All Night range is going from strength-to-strength, with expansion plans that will see additional designs and hit licences join the collection CONTACT: GOLDEN BEAR, 01952 608 308

leep Tight All Night is the new cuddly sleep aid companion from Golden Bear to help sleep deprived parents of young children. First launched back in August, the range includes a teddy, puppy and unicorn, as well as the first ever-licensed sleep aid - In The Night Garden’s Igglepiggle - with more designs and licences to be announced in 2017. Sleep Tight All Night was conceived following research that identified many parents of young children were struggling with the transition from cot to bed, while others were struggling with children waking in the night and waking up early.

Sleep Tight All Night has multiple features proven to help parents with these issues, as well as being fully adaptable for daytime play, offering a fun solution for children to enjoy. The company’s campaign strategy from launch was to target parents and communicate that it offers a brand new character based sleep solution, as well as providing children with a daytime toy. A programme of activity was implemented with Channel Mum and Tots100 to enable key influencers to get ‘hands on’ with the product and share experiences via blog posts and video content, which has been instrumental to encourage word of mouth and recommendations within the parental sphere.

Demonstration videos designed to clearly explain all of the Sleep Tight All Night features were created and posted on YouTube, as well as being shared via the company’s growing social media platforms and retailer sites, offering other avenues for consumers to learn about the key benefits of the range.

Additional social activity planned as part of the Tots100 campaign will bolster social presence and engagement for the brand at a key time in the year when parents may experience changes in their children’s sleeping patterns. As with the consumer marketing, the company has been working with specific retailer partners for the launch to ensure that the key USPs of the brand are communicated to the end user and that retailer marketing plans cover all theLatest relevant touch points. Available data at time of printing Bespoke POS, including FSDUs with screens for demonstration purposes, were supplied to retailers at launch to drive maximum impact at the point of purchase.

Who is talking about your brand in the social sphere?

Across the year to date, one of the top 10 advertised Analysing social mentions also provides brands with toys & games TV commercials was Panini with the Euro media opportunities. Interestingly, those people Generation Media’s Lauren Coombs takes 2016 Sticker collection launch. Despite the heavy talking about Panini Euro Stickers and Fifa 365 on a look at who is talking about your brand in weight TV campaign, did this generate social media Twitter have a strong affinity with NetMums, being the social sphere, and what they’re saying action? 673x times more likely to engage with or mention Using a social listening tool to track real time and NetMums than other users.Source: BARB/Crimson Hexagon January 1st to 5th 2016 historical conversations across a variety of online Does this therefore demonstrate aSeptember opportunity forWorldwide platforms we can see that across the year to date what has been predominantly ato‘Dads and Lads’ cross the year to posts, 10 per cent of the posts affinity with NetMums. They were advertise to mums specifically? 65,666 posts have been made relating to Panini. purchase to advertise to Mums specifically? date, one of the top 10 were recognised as positive, 83 673 times more likely to engage There is a variety of elements that advertisedwhen toys and per2016 cent neutral and only one per There with is or a mention NetMums than can be analysed when it comes to As one would expect, the Euro Sticker variety of elements that can be analysed games TV commercials cent negative, with the remaining other users. social listening. Collection TV campaign launched, weekly posts whenDoes it comes to social listening.ToTounderstand understand who is was Panini with the Euro 2016 posts being focused on swapping this therefore who is talking increased from approx 400Despite a week and up consumer to 5,000.intent to purchase. talking aboutaopportunity your brand competitors Sticker collection launch. demonstrate forand your about your brand and please your thedeeper heavy weight campaign, did So the whileposts, people are talking has been predominantly competitors, please do contact us If we dig intoTVthe sentiment of 10% of do what contact us on 0207 307 7900. this generate social media action? about the brand, it is important to been a ‘dads and lads’ purchase on 0207 307 7900. the posts were recognised as positive, 83% neutral and Using a social listening tool understand what consumers may only 1% with remaining poststhat being to negative track real time and the historical be saying could have an effect conversations across a variety of onintent the brand focused on swapping and consumer toimage. purchase. online platforms, we can see that Understanding what it is that So whilst people are talking about the brand, it is across the year to date, 65,666 consumers do not like provides the important understand what consumers may be poststo have been made relating opportunity for improvement and Panini. purchase intent. saying to that could have an effect ondriving the brand image. As one would expect, when the Analysing social mentions By understanding what it is that consumers do not like, Euro 2016 Sticker Collection TV also provides brands with media provides the opportunity forposts improvement andInterestingly, driving campaign launched, weekly opportunities. increased from approximately those people talking about purchase intent.

400 a week up to 5,000. If we dig deeper into the sentiment of the

Panini’s Euro Stickers and Fifa 365 on Twitter have a strong

08 November Source: BARB/Crimson Hexagon

1st

January-5th

September 2016 Worldwide Data.

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ToyNews PlayTime is provided by Generation Media

0207 307 7900 | www.generationmedia.co.uk www.toynews-online.biz Toy News PlayTime is provided by 0207 307 7900 www.generationmedia.co.uk 24/10/2016 14:18

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EUROMONITOR RESEARCH

Declining birth rates in Western Europe are an opportunity for toys and games Euromonitor Internationalâ&#x20AC;&#x2122;s Filipe Oliveira looks at whether fewer children is as bad for the industry as it sounds, and the growth areas set to offset its impact FILIPE OLIVEIRA Lead Analyst, Euromonitor International

irth rates have been in decline in Western Europe since the 1970s. After the 2008 economic crisis, they fell particularly sharply in Southern Europe, where birth rates are not expected to recover at any time before 2030. A slow economic recovery combined with Brexit and the terrorist threat mean that birth rates will not return to prerecession levels in Western Europe. We forecast birth rates to continue to decline not only in Greece, Spain, Italy and Portugal, but also in France and the UK. Countries such as Germany and Austria, which welcomed large cohorts of young refugee migrants in the last year, are expected to show only moderate birth rate gains. But are fewer children bad news for the toys and games industry? Euromonitor International forecasts

a positive performance over the next five years, not only in Western Europe as a whole, but also in countries such as Spain and Italy. If the industry cannot rely on increasing numbers of children, where will the growth come from? The use of lucrative licences has been one of the most successful strategies in the industry. Frozen, Star Wars, Transformers and others have added value to toys and games, which has offset the negative impact of declining birth rates. Euromonitor forecasts growth in licensing until 2020 in all major Western European markets, including Germany, where there is more room for growth. But value is coming from more than licensing. Parents with fewer children tend to spend more on each of them. This is an opportunity for educational toys and explains the success of products with high unit prices.

Perhaps the most significant long-term change affecting toys and games is the increase in the amount of playtime among adults. Even though this trend benefits a varied range of categories, games and puzzles is set to profit the most. In fact, the growth prospects in games and puzzles rival those of video games. Euromonitor expects the category to expand by 11 per cent in the UK until 2020. In Western Europe as a region, the forecast is only slightly less positive (eight per cent). This is not to say that there will not be losers from declining birth rates. The baby category is struggling almost everywhere in Western Europe. Players in baby will consider changing their focus, either by investing in fast-growing markets (Turkey, Argentina or the Philippines for example) or by moving towards the educational and gaming areas of the industry.

Euromonitor International is the worldâ&#x20AC;&#x2122;s leading independent provider of strategic market research. The firm creates data and analysis on thousands of products and services around the world. Euromonitorâ&#x20AC;&#x2122;s Passport database provides insight on industries, economies and consumers worldwide, helping clients analyse market context and identify future trends impacting businesses globally. For more on Euromonitor and Passport, head to http://www. euromonitor.com/

10 November

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Featuring: Hornby Hobbies, Bandai, Keel Toys, KDUK, Kidkraft, Great Gizmos, Ravensburger, Epoch Making Toys, & many more...

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APPOINTMENTS

Industry moves This month we have a chat with the Topps team as they gear up for this year’s sporting launches. Meanwhile, Generation Media gains a new associate director and Vicki Marler-Hausen joins Bladez as marketing manager TEAM OF THE MONTH: TOPPS Who’s in the team? We have our international headquarters in Milton Keynes but have a really dedicated team across the globe. We cover finance, logistics, design and editorial, international sales, marketing and customer service. Working together, our team are constantly delivering innovative product development and marketing campaigns across the collectables category. What are you working on now? Right now the sports team are busy getting ready for the launches of our Champions League, Premier League, Bundesliga and SPFL collections, while our entertainment division

Generation Media n LISA KINSELLA is joining the company’s AV investment team as associate director. In her new role, Kinsella will assist in the management of successful delivery of the agency’s airtime portfolio and negotiating TV deals. “The appointment of Lisa supports the growth of the agencies client base and spend,” said LISA MORGAN, MD of Generation Media.

12 November

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are working on Trolls, WWE, Shopkins and Rogue One: A Star Wars Story. What have the last 12 months been like for you guys? Very busy indeed. We’ve seen an awakening in the Force, encountered a Marvel Civil War and been overrun with Shopkins. We’ve also continued to see an increase in the sales of the Match Attax game, which is still the best selling sports trading card game in the world. What’s your favourite part of working in the toy industry? Meeting the children who collect our products – their passion and enthusiasm is infectious, which

Engino n The toy firm is bolstering its sales team in the form of SIMON MCCRICKARD as its UK sales director. He brings a wealth of experience to the role, having held senior roles in the UK toy industry, most recently with Famosa. “We are investing significantly in new product and Simon will assist in expanding our UK distribution. Support in the UK from existing partners has been encouraging and we have reciprocated by airing our first TV commercial,” said COSTAS SISAMOS, founder of Engino. Bladez Toyz n Former Bandai executive VICKI MARLER-HAUSEN is joining Bladez

is why we encourage everyone in the business to attend the Topps Swap and Play Tours that we run for our collectors twice a year. What are some of the challenges you face? Timelines and schedules are a constant agenda item. We operate in a very fast paced production environment so late availability of assets or delays on approvals can have a significant impact throughout the business.

Who avoids the washing up? Fortunately we have a dishwasher in the office, however that does need to be emptied each morning, so this job usually goes to whoever has the greatest need for caffeine at 9am. Who’s the office heartthrob? There have been many nominations for this, with our senior editor Matt Goodchild throwing his name in the hat more than once.

Toyz in the newly created position of marketing manager. In her new role, Marler-Hausen will manage the marketing activity across the toy company’s portfolio of licences. “Vicki has a wealth of experience we can benefit from as we look to drive Bladez into our tenth year of business and beyond,” said IAIN MORGAN, CEO of Bladez Toyz. “We know she will be an invaluable support to our sales team as we continue to grow our listings.”

experience in buying, wholesale and account management roles. ROGER MARTIN, MD of Coiledspring Games, said: “It’s a fantastic opportunity to continue working with Rory after working so closely with him during his time at The Creativity Hub.”

Coiledspring Games n Coiledspring Games has named RORY KELLY as the company’s new key account manager. Having previously held positions at Waterstones, Apple and The Creativity Hub, Kelly boasts

its team. EMMA KING (pictured) has been named junior product manager, DAVE GLICKSMAN is joining as key account manager focusing on the London flagship stores and JAMES KEYS has been appointed to the position of sales agent representing the South East area.

Bandai n Following the company’s office relocation in Richmond, Bandai has welcomed a trio of new members to

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21/09/2016 11:54

OPINION

Marketing spiel Big Potato’s social media whizz Massimo Zeppetelli reveals how the firm whipped up a frenzy around its Potato Rater initiative at this year’s Essen show

The reason for our games’ success at the show wasn’t just because we enthusiastically demoed them, but because we were so active on social media. ABOUT THE AUTHOR Massimo Zeppetelli is the head of social at Big Potato Games, a games company that’s as versatile as its vegetable namesake. Big Potato can be contacted at: hello@ bigpotato.co.uk

he Glastonbury of board game events: Spiel in Germany is the home of over 1,000 exhibitors from 50 different nations showcasing their designs or products to the 165,000 visitors over four days in October. We were returning for the second year as Big Potato having learned some important lessons from last year’s visit. Firstly, our games needed to be Euro-friendly. So rules translated into German, Spanish, French and Italian were a must. Secondly, they needed to be games that didn’t rely on cultural knowledge or language. The games from our line-up that were perfect for the task were OK Play (a tile-based game) and Rainbow Rage (reaction game). And they went down a storm.

The reason for their success wasn’t just because we enthusiastically demoed them, and that this year we came armed with out newest recruit, Alex, who could speak German, but because we were so active on social media. At Gen Con, Indianapolis, this year, I was asked to come up with the biggest marketing plan to make sure everyone knew about our Potato Rater. The plan was to encourage people to bring a real potato to the stand; the bigger the potato, the better the prize, including free games and fluffy potatoes. It was such a big success — the boys ended up with three wheelbarrows full of potatoes, — that it was decided that at Essen, I should be there, Big Potato’s man on the ground.

So I walked around documenting the event, speaking to people, taking photos, tweeting things of interest and interacting with people using hashtags such as #Spiel16. As with Gen Con, it worked brilliantly, with people coming up to the stand (potatoes in hand of course) saying they had heard of us from our social media posts. As for the event itself, in comparison to the UK Games Expo, which is very much an event for gamers and designers, Essen attracts all demographics and ages. For many Germans it’s a great day out for the whole family. An event like this would be great in the UK to boost the rise in board games. Hopefully, with more people joining social media, more families will come and the UK shows will be richer for it.

Gold rush ToyNews’ own Robert Hutchins muses on the adult collectors market following the news that a Golden Girls superfan paid out $400 for a line-up of action figures

The money in the adult collectables market is no doubt nothing short of madness, but what’s the motive?

ABOUT THE AUTHOR Robert Hutchins is deputy editor of ToyNews and Licensing.biz. He enjoys peanut butter sandwiches and a hit or two from Simply Red.

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good friend of mine collects wrestling action figures. Yes, a friend. I’d admit it if it was me. I’m not embarrassed. But it’s not me, But my friend really does collect wrestling action figures. And to clear another thing up, he’s not a seven-year-old child. He’s 32. I have to stress another point, the wrestling action figures he does collect – and you can look him up, his name’s Aaron and he’s on Twitter – are not your modern day, 78 points of articulation, WWE action figures. He collects the classic 80s and 90s, single movement, ‘that barely looks human, let alone like Hulk Hogan’, WWF ilk. Lovingly placed between his ‘Cooking Vegan’ recipe books and his collector’s edition of PlayBoy (the one with

Kate Moss) stands an army of half naked, largely grimacing, muscleclad soldiers. I’ve told you, the bloke’s weird. He’s harboured this passion for years and has spent hundreds in pounds and hours online in pursuit of this most macho past time. It’s almost staggering, but I do understand where it comes from. As a child I had such a thing for The Simpsons that I once handed a crisp ten pound note over to my friend Miles for a stack of ancient, crudely drawn The Simpsons trading cards. It was the playground deal of the century. Recently, a Golden Girls superfan paid out $400 for a limited edition line-up of Golden Girls action figures from Funko, featuring the fab four: Dorothy, Rose, Blanche and Sophia.

That itself is nothing compared to the £26,040 paid out at auction only this year for a rare 1970s Boba Fett toy. The money in the adult collectables market is no doubt nothing short of madness, but what’s the motive? Well, it seems that in the moment of ultimate fandom, the value of being part of an exclusive club, having ownership over a piece of cultural history and having it on display in your own living room far outweighs the value of the money behind it. It is a form of elitist geekery that can ultimately spell big money for those that get in on the right side of it. Just be sure it’s coming from a genuine place, because if all collectors are like my friend Aaron, you’ll be smelling what the Rock is cooking for a long time.

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OPINION

Essen: A mecca for tabletop enthusiasts Esdevium’s Tim Hitchman reports back from this year’s Essen show, and reveals why the success of the event is proof of a tabletop revolution

The fact that games are now released and labelled like TV box sets shows just how far they have come in terms of the new entertainment platform they offer. ABOUT THE AUTHOR Tim Hitchman is the marketing executive at Esdevium Games. The company is an established, UK-based distributor of games, collectables and toys. Esdevium can be contacted at: info@esdeviumgames.co.uk

ssen Spiel’ are two words known to hobby gamers the world over. They represent one of the biggest events in the calendar for tabletop enthusiasts. The annual, four-day convention takes place at the Messe in Essen, Germany and it’s no exaggeration to say that Spiel is regarded as the worldwide showpiece for the tabletop games industry. In terms of size and prestige, it is rivalled only by Gen Con in the US. Spiel offers publishers the opportunity to reveal and often launch their newest titles, while gamers arrive in hordes to get their hands on the latest and greatest games on the international market. Some of the most hardened fans also see it as an opportunity to find those sought after titles that may not be available in their homeland. Publishers from the world over flock to the convention, including Asmodee, Hasbro, Ravensburger and Fantasy Flight Games, as well as independent publishers.

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Not only is Spiel the perfect environment to sell games, the show also gives publishers an opportunity to reveal their upcoming releases, a great chance to set the hype engine purring into life and secure early pre-orders from distributors. One such example from this year’s show saw Z-Man Games reveal the hotly anticipated Pandemic Legacy: Season 2. This sequel to the exceptionally successful Season 1 carries on the captivating narrative-style play that encourages gamers to make tough choices, often involving irreversible changes to their game and the overall storyline. The fact that games are now released and labelled like TV box sets shows just how far they have come in terms of the new entertainment platform they offer. The addition of a seventh hall this year to the already gigantic convention is a clear indication of growth within the industry, something that has been reflected

across European territories and in the UK with growth recorded by NPD as up 20 per cent across 2016 (NPD Games market, year-to-date September 2016). This growth can also be witnessed first-hand with the expansion of the UK Games Expo (UKGE), the UK’s closest equivalent of a Spiel or Gen Con. While UKGE currently operates on a much smaller scale, 2016 marked a significant expansion for the show, as it moved beyond Birmingham’s Hilton Metropole Hotel and into the NEC proper. In a time where it’s unusual to not be staring at a smartphone on the train and when virtual reality video games are poised to revolutionise the world of entertainment, it’s uplifting to see more and more people enjoying real world connections. All of Spiel’s seven halls are filled with evidence of this with the happy sounds of laughter and excitement. The tabletop revolution continues… November 15

24/10/2016 16:47

CROWDFUNDING FOCUS

Jooki - A toys-to-life jukebox for kids Using the technology behind some of the leading names in the toys-to-life sector, Jooki has been billed as a jukebox for kids, blurring the lines between music and play. Robert Hutchins catches up with Theodore Marescaux, founder of Muuselabs and creator of Jooki, about being part of what he calls, ‘the smart toys wave’ Platform: Kickstarter Goal: €50,000 Campaign status: Funded Can you talk us through Jooki? Jooki is the next generation music and story player for kids, finding itself at a cross roads between the iPod, Sonos and Skylanders, and is aimed at kids aged three years and upwards. The portable music player uses figurines instead of a screen to allow kids to choose what music is being played. At the same time, it is child-proof, meaning it is strong, safe and features smart parental controls. How does Jooki allow kids to play music? Children operate Jooki by placing Jooki Stars on it. These Stars are figurines and tokens that act as physical bookmarks to digital audio. Each Star includes an NFC chip that links to a playlist, podcast or web-stream. The toy interface makes Jooki very easy to use as it functions without a smartphone or tablet and lets them choose what they want to listen to. Parents can set boundaries so they can share their love of music and spoken word without worries. By uploading music from their phone using the Jooki app, they can curate a playlist or select one via Spotify or an internet radio station. Where did the idea for Jooki come from? The idea came from my eldest daughter when she only three years old. She wanted me to play

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Queen’s We Will Rock You for her – yes, good musical taste starts at a young age. We don’t use CDs anymore so I used my smartphone to play that song once, then twice, then five times. I wanted to share my musical tastes with her and at the

I want kids to be part of the digital revolution and to be able to independently chose the music and stories they want to hear. Theodore Marescaux, Muuselands same time allow her to explore and discover what she likes on her own.

The cassette and CD players of our childhood have disappeared, so I decided to bring that freedom and sharing experience to the children of the 21st century. Why did you choose to take Jooki to Kickstarter? Kickstarter is a great place to start a community around a product, much less so as a financing platform. The community is instrumental in guiding needs and wants, priorities, new ideas and ambassadors for the product. What has response been like and why is now the right time to bring Jooki to kids and families? Kids and families have loved the prototypes. We are now a couple of years down the line and have successfully finished our Kickstarter campaign. It is a marvelous way to launch a product as it tunes us in

with our audience and can get their reactions in their own words. I want kids to be part of the digital revolution and to be able to independently chose the music and stories they want to hear. With TV and iPads, kids spend a lot time in front of a screen, leading to an impoverished imagination and lack of physical activity. We made Jooki an audio device and one that does not require a screen to be used. How will Jooki help shape the future of play? Jooki is part of the smart toys wave. It is connected and we are making it secure from the start. Jooki is one product that blends tech and production techniques from both the toy and tech industries. We are taking Jooki to market ourselves, so expect the first units in the April/June time frame of next year.

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17/10/2016 11:55

LEGO IDEAS

Bright ideas Since LEGO opened itself up to play-set suggestions from the public back in 2008, its LEGO Ideas platform has been responsible for a raft of successful sets based on everything from Ghostbusters to The Big Bang Theory to The Beatles. Billy Langsworthy talks to the LEGO Ideas team about why they feel collaborating with fans is vital

here did LEGO Ideas originate from? The LEGO Group has a long history of collaborating with our lead user community of passionate and creative fans. The earliest product collaborations started in 2002 with 3739 Blacksmith Shop and later with projects including 10183 Custom Factory Hobby Train, LEGO Mindstorms NXT and the LEGO Architecture line. Based on what we learned collaborating with lead users early on, we decided to open up product collaboration opportunities to the broader public, and begin to consider fan-inspired product ideas at scale. In 2008, the LEGO Group launched a collaboration with Tokyo-based Cuusoo System to crowdsource LEGO product ideas from Japanese consumers. The success of the Japanese LEGO Cuusoo programme inspired a 2011 ‘Global Open Beta’ of LEGO Cuusoo, which grew until LEGO Ideas launched in April 2014. What have been some of the notable success stories to come out of LEGO Ideas? We are huge fans of all of the LEGO Ideas sets. A few notables include the LEGO Minecraft Micro World (2012), which sold so well it inspired three other ‘micro-scale’

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sets and the Minifigure scale LEGO Minecraft product line. Supporters of women in science made the Research Institute (2014) - a small set with three vignettes of women in their laboratories - possible. LEGO Ideas has also struck a chord with space exploration

The most successful projects bring in new audiences outside of the existing LEGO fan community. LEGO Ideas spokesperson enthusiasts, who have voted for several projects, two of which have been selected as sets - the Mars Science Laboratory Curiosity Rover (2013) and the Apollo 11 Saturn-V (coming 2017). Possibly the most noticeable trend among LEGO Ideas project is the overlap with nostalgic movies, TV shows and games that has brought us the Back to the Future DeLorean Time Machine (2013), Ghostbusters ECTO-1 (2014), Doctor Who (2014) and WALL-E (2015). Why is it important for you to have this kind of dialogue with fans? Here at the LEGO Group, we know that 99.9 per cent of the smartest

people in the world do not work for us. We are also so fortunate that so many passionate and creative people love to build incredible things with LEGO bricks. As a business, if we did not open ourselves to this kind of dialogue, we would miss out on different types of product ideas that might not make it to market the traditional way. And we would miss creating a shared experience with our most passionate fans where we can celebrate and reward them for their creativity, and bring their ideas to households all around the world. Has LEGO Ideas opened up the company to more adult sets? Our fans have expressed interest in LEGO products that fit brands aimed at an older audience. At the same time, we are very aware that the LEGO brand is primarily for children and families. We take great care that LEGO Ideas products fit LEGO brand values no matter their target age.

need to capture peoples’ attention right away and inspire them to support you. Promote your project to communities that already like your subject matter. For example, if you built a classic airplane, promote it to aviation enthusiasts. We have found the most successful projects bring in new audiences outside of the existing LEGO fan community. What is coming out soon that has originated from LEGO Ideas? LEGO Ideas has several exciting sets coming soon. We are looking forward to the The Beatles Yellow Submarine (November 1st), and Adventure Time (January 1st, 2017). Also, we are currently designing the Apollo 11 Saturn-V for mid-2017.

What do you think makes for a successful LEGO Ideas pitch? Take your time to craft your model, artwork and description before you submit. Attention spans online are short, and you November 19

24/10/2016 10:53

JAZWARES

Jam session 2016 has been a year of growth for Jazwares, with new lines across Animal Jam and Tube Heroes, and with the recent acquisition of musical instrument firm First Act. Jonny Taylor, Jazwaresâ&#x20AC;&#x2122; UK managing director, talks the appeal of digital properties, STEM toys plans and Christmas predictions with Billy Langsworthy

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JAZWARES

ow has 2016 been for Jazwares, both in the UK and the US? 2016 has been all about growth at Jazwares. We have seen our domestic business double year-on-year and we’ve expanded our retail base throughout the UK – with the launch of our Animal Jam toy range playing a significant role in this success. To support this growth we’ve also increased the UK team, bringing in some excellent toy and licensing talent. What sort of reaction has Jazwares’ Animal Jam range been met with? The reaction from existing fans of Animal Jam has been extremely strong – there are over three million registered users in the UK. The range has also drawn a new audience, who go on to discover the online world via the unique codes supplied with each toy. Animal Jam has performed very well in the highly competitive collectables space and there is strong retail support going into spring/summer 2017. We’re excited about the new line of products for next year, which will expand the popular Adopt a Pet series. Are you set to pursue additional digital properties like Animal Jam and Tube Heroes in the near future? We feel this is a really exciting area and one we have been active in for a number of years. We recognise that young audiences are increasingly spending their time in the digital space, and we have focused on developing toy ranges that bring this familiar online world to life. We’ve seen success in this category with Tube Heroes and Animal Jam and we’re excited to be bringing further extensions to the Minecraft toy line, with new products launching this quarter. What’s set to be big hitters for Jazwares this Christmas? We’re encouraged to see that CHiP (WowWee) has already made a number of retailer top 10

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Christmas lists and is destined to be a surefire hit this year. In addition, the Animal Jam Club Geoz Playset, which further brings the online world to life in physical form, and our Tube Heroes line, featuring new Dan TDM Role Play products, are both expected to be popular. STEM toys is a bit of a buzzword for the industry at present. How have you engaged with this sector to date and is it a part of your plans moving forward?

First Act has been around for 20 years and commands significant space within grocers and toy specialists in the US. We are working to a spring/ summer 2017 launch and are confident there is a major opportunity here in the UK market for high quality, tunable instruments. The First Act range encourages children to be collaborative and creative and indulge in new hobbies. We appreciate it can be difficult for children to learn a musical instrument outside of the classroom, and First Act products help to make this learning more accessible. Looking ahead to next year, what’s on the way from Jazwares

in 2017 that retailers should be excited about? In the girls’ space, we will continue to develop the Animal Jam range with series two and three launches and continued heavyweight marketing support. For the pre-school market, Jazwares is launching an all-new Chuggington range, timed to coincide with new TV content. We’ll also have a strengthened consumer electronics portfolio with our new Paw Patrol and Peppa Pig products. In the next couple of months we’ll also be announcing an exciting new boys’ property within the digital space. Here at Jazwares, we’re excited to continue 2016’s momentum into 2017 and beyond.

We recognise that audiences are increasingly spending their time in the digital space, and we have focused on developing toy lines that bring this familiar online world to life. Jonny Taylor, Jazwares UK There is definitely a lot of industry excitement around STEM and we believe it is a product category that is destined for substantial growth. We are excited about already having Coji (WowWee) in our lineup, which is a robot that teaches children to code through the use of emojis. Jazwares acquired First Act earlier this year. When will the UK market first start to see the fruits of this acquisition? November 21

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24/10/2016 17:07

NEWS MEDIA

DEDICATED MONTHLY LICENSING COVERAGE FOR THE UK

OPINION

Prominent launches toys and games push for David Hasselhoff “I am excited to partner with Prominent Brand + Talent to extend my personal brand into new channels and markets”, said ‘The Hoff’ BY BILLY LANGSWORTHY

rominent Brand + Talent is on the lookout for partners to launch David Hasselhoff toys and games. Hasselhoff, the star of Knight Rider and Baywatch, signed an exclusive worldwide branding and licensing representation agreement with the firm last month, and Prominent aims to extend the David Hasselhoff brand into a raft of categories. “David Hasselhoff continues to discover legions of new, young fans by appearing in projects like The SpongeBob SquarePants Movie, Baywatch (2017) and Call of Duty: Infinite Warfare - it’s rare to find a star with international appeal who can bridge a generation or more,” Michael Catalano, co-founder and principal at Prominent Brand + Talent, told ToyNews. “With this global licensing effort, Prominent Brand + Talent will engineer an exciting line of products across a wide range of categories including toys, games, apparel, fitness, electronics, automotive and more, that will appeal to Hasselhoff’s long time and new found fans.” ‘The Hoff’ has previously starred in promotional campaigns

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for the likes of Hot Wheels and PlayStation, and has been given the action figure treatment in the past for Knight Rider and Baywatch toys, but this licensing programme will be the first time David Hasselhoff-branded toys and games will be launched to retail.

It’s rare to find a star with international appeal who can bridge a generation or more. Michael Catalano, Prominent Brand + Talent “I am excited to partner with Prominent Brand + Talent to extend my reach and my personal brand into new channels and markets,” added Hasselhoff. “I am approached all the time and asked to review licensed product opportunities and by working with Prominent Brand + Talent, I can now do that in a more strategic and professional way.” Prominent Brand + Talent: 001 310 860 1955

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NEWS

Creative Licensing eyes game moves for Halloween and Rambo Firm has already signed board game deals for the likes of Escape from New York, Evil Dead 2 and Bill & Ted BY BILLY LANGSWORTHY

reative Licensing Corporation is eyeing board game partners for a raft of its cult brands, including iconic horror movie Halloween and the hit Rambo action franchise. The licensing agent has already forged partnerships with Cryptozoic for an Escape from New York game and Steve Jackson Games for Bill & Ted’s Excellent Board Game, and also teamed with Space Goat this year for the Kickstarter-backed Evil Dead 2: The Official Board Game,

which raised over $700,000 on the crowdfunding platform in July. “We think John Carpenter’s original Halloween film and the films in the Rambo franchise would both make for excellent board games,” said Rand Marlis, president and CEO at Creative Licensing Corporation. “Both films are iconic, evergreen properties that have rich worlds with multiple characters and game play opportunities. “In Halloween, there is a cat and mouse type game with Michael Myers seeking to kill anyone who comes in his way. In the Rambo franchise, Rambo must

manoeuvre through war torn Vietnam in order to complete his mission of bringing home the American prisoners of war safely.” Away from Eighties cult classics, the firm launched a licensing push for the 2001 film, Wet Hot American Summer back in June, and board games remain on the agenda for the property. Howard Bernstein, producer of Wet Hot American Summer, said: “We look forward to collaborating with Creative Licensing to provide unique and creative products and opportunities for the fans.” Creative Licensing Corporation: 001 310 4796777

Momot to boost UK distribution for its licensed paper characters “Momots are low cost and simple, but also great fun and I’m sure they’ll be a hit,” said UU Licensing’s Chris Taylor BY JADE BURKE Momot, the company behind a new line of stylised paper characters, is looking to bolster its UK distribution, with toy retailers high on the agenda. Momots are buildable paper models featuring well-known characters from the worlds of Disney, Marvel, DC Comics and Nickelodeon, and the craze for all things Momot has already swept across South Korea, where its creators are based. UU Licensing Worldwide acquired the global rights to Momot earlier this year, and the firm is now looking to get the line of paper creations in toy stores across the UK.

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“We are setting up our distribution channels right now and met many of the major players at this year’s Brand Licensing Europe 2016,” Chris Taylor, chief executive officer, UU Licensing Worldwide, told ToyNews. “We are very excited about continuing these discussions. If there are any distributors out there that we didn’t meet at this year’s Brand Licensing Europe show, please get in contact. “We would love to talk to anyone who is as passionate about Momots as we are. “Momots are low cost and simple, but also great fun and something kids can do together or with the whole family, so I’m sure they’ll be a hit.

“Based on the overwhelmingly positive reaction we had at BLE, they will fly off the shelves.” As well as securing further distribution, UU Licensing Worldwide is looking to extend the deals in place with existing licensing partners, as well as snap up a few new ones. “We are extending the licence agreements that are already in place in Korea, which includes Disney (Classic, Pixar, Marvel, Lucas), Fox, Warner Brothers for DC Superheroes and Nickelodeon,” added Taylor. “Plus, we are over the moon to be working with Universal on the Despicable Me franchise in Europe. Momot Global: 07920 163 720

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24/10/2016 12:42

NEWS

Esdevium bolsters licensed offering for Rory’s Story Cubes Dr Who, Scooby-Doo and Looney Tunes are joining the line of popular story telling dice from StoryWorlds BY BILLY LANGSWORTHY

sdevium Games and The Creativity Hub are expanding the licensed offering for its line of Rory’s Story Cubes StoryWorlds sets with new games based on the popular Dr Who, Scooby-Doo and Looney Tunes properties. The StoryWorlds range allows fans to create their very own tales and adventures and the first licensed set launched last year with Batman, while 2016 saw a Moomin set hit shelves. The range now also includes StoryWorlds sets based on Doctor Who, Scooby-Doo and Looney

Tunes, with designs on the dice boasting icons including the Time Lord’s Tardis, Scooby’s partner in crime Shaggy and the classic Looney Tunes anvil. “Rory’s Story Cubes encourages players to dream up their own stories however they choose, whether that be within the constraints of our own reality or

in a totally different universe,” Esdevium’s Marketing Manager, Ben Hogg, told ToyNews. “As such, the game lends itself perfectly to licensing opportunities, allowing players to craft infinite storylines within a world of their choosing. The five licensed versions offer a fantastic variety of brands for both younger

and older children and are also well-known by parents, making Story Cubes an ideal and hugely creative family activity.” The Creativity Hub’s head of sales and marketing, Candida Corscadden, added: “It is our dream to bring more people into the exciting storytelling world of Rory’s Story Cubes and with our StoryWorlds range we are enabling real fans of all ages to create their very own epic adventures.” All five of the StoryWorlds Rory’s Story Cubes sets are available to the UK toy trade now via the tabletop and games specialist, Esdevium Games. Esdevium: 01420 593593

Golden Bear excited by Bush Baby World potential for 2017 Brands With Influence is handling further licensing, movie and TV rights for the new toy property, which will launch ‘with great excitement’ at London Toy Fair 2017 BY BILLY LANGSWORTHY Brands with Influence and Golden Bear have signed a multi-million pound global deal for a new series of collectable toys, play-sets and accessories for Bush Baby World. The Bush Babies use an innovative and patented technology to provide kids with an ‘exciting loveable format’ which both BWI and Golden believe boasts massive potential. “We’re delighted to be adding Bush Baby World to our growing portfolio,” said Katherine Pierce, senior licensing and marketing manager at Golden Bear.

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“As the UK’s number one manufacturer of plush as well as licensed plush (NPD FY 2015,) the Bush Baby World toy line sits naturally within our portfolio and we’re very excited about its potential. We are looking forward to the launch at London Toy Fair 2017 with great excitement, where the cute new collectable toy range will be showcased.” The deal will see Golden Bear produce and distribute the toys globally while Brands with Influence will represent all associated licensing, including the property’s movie and TV rights over the coming years.

“We were first introduced to the concept and technology by the inventor, designer and IP owner, Andrew Coates and immediately fell in love with the characters,” added BWI’s Martin Lowde. “They really come to life in your hand, and encourage great play

and nurturing for children. Golden Bear is a great partner to work with. Its experience in bringing new concepts to market made it ideal.” The Bush Baby World toy line will hit the market in autumn 2017. Golden Bear: 01952 608308

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10/10/2016 14:14

MGA ENTERTAINMENT

Comfortably Num With partnerships with Burger King and Bella Italia under its belt, as well as deals to expand Num Noms into everything from books and apparel to trading cards and wheeled toys, MGA Entertainment’s licensing arm is in the midst of a “whirlwind” of activity. Jade Burke speaks to Tina-Louise Foster, MGA’s senior director of international licensing and entertainment, about the firm’s approach to extending its portfolio into categories outside of toys

ow has this year been so far for you guys? A whirlwind, just the way we like it. With new brand launches of novelty collectables, such as Num Noms, and arts and crafts including Gel-a-Peel, it’s a great mix to complement the expansion of our evergreen Little Tikes. You have a big focus on licensing as a company. Last year you teamed with Burger King for a global promotion, while this year saw you team with Bella Italia for Num Noms parties. How important are these kinds of deals for MGA? We continue to build our brand licensing with strategically selected partners that engage the consumer in categories outside of toys. Timing and patience is everything. It’s hard to believe Num Noms launched in the UK just eight months ago and it’s very positive to be in a position where the market craves more. Project Mc2 has proved a hit with fans. How does this brand lend itself to licensing? Smart is the new cool – girls were hooked from the first series in August 2015, highlighting STEAM in a cool new way. The second season launched on Netflix this August with six episodes – and the third launched October 14th with a further six. With additional content planned for 2017, the penetration into the

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market place is building and we plan to add to our publishing partner (Macmillan) with further licensees in arts, crafts and apparel. Do you think other MGA properties could potentially expand into TV? The beauty of MGA’s brands is that they are not born out of TV and nor do they rely on it. They are original ideas that are introduced into the market place through superb toy ranges. The licensing industry no longer relies on the production companies and movie studios as the only properties to license,

a toyetic aspect to the product. With market share increases across a whole host of toy categories this year, this clearly demonstrates strength at retail, the perfect grounding to build all categories. We only develop licensed ranges - whether that be with licensees

We’ve signed over 50 UK and US licensees for Num Noms in eight months. And there’s a lot more to come. Tina Louise-Foster, MGA Entertainment

more recently proved by the licensing success of brands born out of trends, apps and gaming.

or direct with retailers - that complement and naturally expand the brand offering and make sense to the customer and consumer.

What is your best performing category currently? With MGA being predominantly a toy business and being the largest privately owned toy company in the world, we’d have to say categories that can include

The NPD Group recently revealed that in the 12 months to August 2016, value sales of collectable cards, stickers, figurines and beanies have increased by 34 per cent. Have you found that the Num Noms

toy range has fallen in line with this trend? We’re already projected to take four times the amount the closest ‘collectables’ competitor did in their first year. This is a brilliant foundation for a phased licensing program launch throughout 2017, 2018 and 2019. And you’ve expanded Num Noms into apparel, footwear and accessories. Can we expect to see Num Noms in even more categories in the future? Over 50 UK and USA licensees have signed in eight months and counting. BLE is such an important show and was exceptionally busy this year. There’s a lot more to be announced, especially in 2017 in countries where we are yet to launch the brand. What plans do you have for the business for the rest of 2016? To continue to grow, build on our partnerships with licensees, retailers and promotional partners who are as passionate about their products as we are. Never ones to rest on our laurels, watch out for L.O.L and lots more exciting brands in the future. November 27

24/10/2016 14:44

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

NEWS MEDIA OPINION

Little Tikes enjoys early success with Newborn line Strong initial sales means that the firm is set to increase its newborn offering throughout 2017, which already includes the Jitter ‘n Whirl Monkey, Tummy Tunes Giraffe and Good Vibration Deluxe Baby Gym BY JADE BURKE

ore toys will be joining Little Tikes’ Newborn collection in the New Year, following a positive response from retailers and customers. “The Newborn range has been welcomed positively by both retailers and customers alike,” Victoria Starr, brand manager of Little Tikes at MGA Entertainment, told ToyNews. “We have really exciting things in the pipeline for both spring and fall 2017.” Included in the line is a raft of toys designed to entertain babies, from the Jitter ‘n Whirl Monkey, which can be attached to pushchairs, to the Tummy Tunes Giraffe, which supports a baby’s core development and the Good Vibration Deluxe Baby Gym. “With over 18 great products to choose from, including two great play gyms, there is definitely

something for everyone,” explained Starr. “The range of price points, variety of materials and durability

With over 18 great products to choose from, including two great play gyms, there is something for everyone. Victoria Starr, MGA Entertainment of the products help bring a credible brand alternative to the market place. “The unique features in the range have been a great hit. For example, we have the Good Vibration Deluxe Baby Gym, which has a vibrating mat to soothe the baby

and a moving toucan which goes back and forth.” Due to the success of Little Tikes’ Lil’ Ocean Explorers and Light ‘n Go range, the brand has chosen to explore the newborn category further.

Starr added: “Following the success in the infant pre-school category with the Lil’ Ocean Explorers and Light ‘n Go range, it was only right to launch a complimentary range supplying great toys from birth. Starr is also confident that 2017 will bring about new innovations for Little Tikes. “Spring 2017 will see great innovations coming through alongside TV investment in our core Infant Pre-school, Wheelz and Outdoor ranges,” said Starr. MGA Entertainment: 0845 0533 333

Wheelybugs. Perfect for little moovers and shakers www.hippychick.com 01278 434440

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NEWS

Qboidz “will take market by storm,” says Engino The toy firm’s pre-school construction range Qboidz is set to make its debut at the Hong Kong and London Toy Fairs to major retailer fanfare, having already received a positive response from traders worldwide BY JADE BURKE

earing up for the launch of its new pre-school construction range Qboidz, Engino is hopeful that the line will take the ‘market by storm’. Having previewed the construction toy to various retailers, Engino has already received a positive response to the new collection. “With no rational alternative to Qboidz, expectations are for the product to take the market by storm,” Costas Sisamos, founder and owner of the STEM focused toy firm, Engino, told ToyNews. “Private previews around the world with major retailers, who have only seen prototypes and

mock packaging, has resulted in positive feedback for the launch.” Qboidz will make its global debut during the Hong Kong and London Toy Fairs in January, followed by a release at the Nuremberg and New York Toy Fairs and NEC Spring Fair in February. Having witnessed an increase in the number of preschoolers now playing with computers and tablets, Sisamos is hopeful that a new STEM and construction offering in the market will help to ignite kids’ interest in topics such as science and maths.

Sisamos continued: “The Qboidz series is a first step to the STEM world and it is important to lead pre-schoolers to this exciting path and spark their curiosity around it. “Qboidz not only provides a medium for a two-year-old but a system that can develop and grow

with the child through Engino Inventor, Discovering STEM and ultimately Engino Robotics.” But that’s not all, as Engino has further plans to extend its STEM offering in the future. “We want to enhance children’s curiosity towards engineering and STEM. We have significant developments within our Discovering STEM range and will be investing heavily in robotics,” added Sisamos. “Qboidz is a great first step towards educating children from the very beginning and our hope is that we will be a big part of their educational journey around science, technology, engineering and mathematics for many more years to come.” Engino: 0800 988 7065

Hape bolsters rail and puzzle lines Since Hape unveiled its new line of George Luck Puzzles and Railway sets, the brand has received an ‘extremely positive reaction’ from retailers across the globe, with plans to grow the lines even further with a 2017 bath range BY JADE BURKE Following popular demand from customers, Marbel’s Hape brand is bringing back its George Luck Puzzles and Rail range to the preschool market. Designed to offer children a multi-sensory environment, both the George Luck Puzzles and Hape Railway boast imaginative themes that allow pre-schoolers to enjoy imitative play. “The toys work on different levels and offer children the chance to learn while having fun,”

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Sarah Rapson, supply, operations and planning manager at Marbel, told ToyNews. “The toys offer a multi sensory environment for children to learn.” Since re-introducing the puzzle line to its portfolio, response from retailers has proved promising, while the Hape Railway range has received a number of re-orders. Rapson continued: “We have already had an extremely positive reaction to the rail range with many retailers already reordering on most lines, and the George Luck has been welcomed back

into the portfolio with many fond memories and comments on the new packaging.” With plans to expand the brand even further with the addition of a new bath range next year, it looks like Hape is set to go from strength-to-strength. “These are just two of the additions to the range that shows Mabel’s continued commitment to development and design, and with the addition of a bath range, the brand continues to grow,” concluded Rapson. Marbel: 0845 6000 286

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SECTOR GUIDE: PRE-SCHOOL

Early learners

Full to the brim with new toys to help develop young children’s early skills, the pre-school and infant market has remained as competitive as ever. Jade Burke checks out which lines are making the biggest splash in the arena MATTEL XXXXXXX Fisher-Price kicks off 2017 with xxxproduct launches and new xxx innovation in the infant and preschool category. The Brights Beats line continues to grow with the introduction of the new interactive Franky Beats Bat & Boogie. Featuring two modes that grow with a child and a roly-poly base, Franky comes to life with lights and music at a child’s touch. Children’s favourite playtime pals are back in pint-size form, with the launch of the Bright Beats Juniors. Children will also love the new BeatBo Buggies, a line of chunky, easy to manoeuvre, freewheeled cars for more on-the-go fun. A new and exciting monster range is also being introduced to the infant collection with the Press ‘n Go Monster Trucks, Fun Feelings Monster and the Hungry Monster Maze. Thomas & Friends steams into the New Year with the launch of the new Thomas & Friends

Adventures range, as well as the debut of a new design for its My First toy collection. Waking up and going to bed has never been more fun than with the new My First Thomas & Friends Day to Night Projector. Children can roll Thomas in or out of Tidmouth sheds to activate light projections, sounds, phrases, and music with day and night modes. The new Shark Escape playset offers dramatic action and impactful height while Thomas’s Dino Delivery and the Misty Island Zipline also join the range.

Completing the new additions to the Thomas & Friends lines is the new TrackMaster Trouble at Brendam Docks play-set. The Bob the Builder toy range continues to bring construction to life for pre-schoolers with the new Switch & Fix Bob, which includes all of Bob’s tools to help Bob complete the job. Imaginext continues to build on adventure and storytelling with the new DC Super Friends Arkham Asylum play-set and the Joker Surprise, while the Power Rangers line continues to build

excitement ahead of the Power Rangers movie launch in spring. Fisher-Price’s character portfolio continues to grow with new additions to the Shimmer & Shine range, including Float & Sing Palace Friends, six-inch dolls and Talking Plush Dolls. Fisher-Price’s Bing range also welcomes the Baby Charlie plush, while Amma and Sula take the new Talkie Taxi for a spin. The Fisher-Price Go Jetters line adds the new Kyan and G.O Roll to its vehicle range alongside the new Sovenir Selfie Camera straight from the show. Blaze and the Monster Machines put little ones in the driving seat with the new RC Blaze, as well as building on collectability with new Blaze Speed Lights die-cast, compatible with the Hyper Loop play-set. The Octonauts line adds the cool GUP M to its Gup range, as well as the introduction of the new Octoglow theme with the GUP Q vehicle. 01628 500 000

Vivid has a range of Care Bear blind bags for impulse purchases to great gifts this Christmas. The blind bags have 13 characters to collect, including a Cheer Bear chaser figure. The Sing-a-Long plush assortment is the hero line of the range. Children can squeeze their tummies to hear character phrases, or squeeze a hand to hear a song, but put the characters next to each other to hear them talk to each other, dance and sing in unison. The Sing-a-Long assortment has been TV advertised

throughout the season along with the range of bean bags, medium push with DVD and large plush. My First Crayola Light Up Sand Scribbler lets little ones draw in the sand – wherever they go. Kids

use the magnetic easy grip stylus to scribble in the sand then just shake the unit to start again. With endless drawing and 12 different background lights, children will be kept busy and amused for hours. 01483 449 944

VIVID Chuckle Ball is a crazy self-rolling motorised ball for pre-schoolers, which makes loads of silly sounds for guaranteed giggles. The brightly coloured monsters are made from soft, tactile plastic, which helps to make the ball jump around in all directions. Plus, little ones are encouraged to scamper after the Chuckle Ball, helping to develop various motor skills. Vivid has supported Chuckle Ball with TV advertising throughout the autumn season, as well as Facebook campaigns, which have received higher than average engagement from fans of the toys.

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inspire senses

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19/10/2016 10:04:36 20/10/2016 16:49 19/10/2016 09:35

SECTOR GUIDE: PRE-SCHOOL

LEAPFROG Recommended by 97 per cent of primary school teachers, the LeapStart interactive early learning system for nursery and pre-school children is jam-packed with key school and life skills for curious two to five year olds. The kid-tough system works with a library of replayable activity books (which are sold separately) that help to build on over 200 key learning skills and challenge children to get ready for their next step in learning. Pre-schoolers can get an early start on numbers and counting with LeapFrog’s Fridge Numbers Magnetic Set. Children can place 20 interactive number tiles in Scout’s picnic basket to hear the number, colour or food said out loud. They can then listen to what Scout wants in his basket next and match the tiles to the story.

Melody the Musical Turtle from LeapFrog is a modern take on classic memory play with a musical twist. Melody includes ten musical activities that prompt toddlers to find numbers and colours, repeat sequences from memory and create tunes by pressing light-up buttons on Melody’s shell. With the Count Along Till, budding entrepreneurs can expand their imagination and exercise social play skills as they hone early maths, food and colour recognition in their very own shop. The light up, animated till talks and has over 50 phrases and songs as well as 20 touch points, offering much more than typical calculator-like tills. With 20 pieces to play with, the Count Along Till introduces pre-schoolers to early money

TOMY Following the huge success of the Foam Cone Factory last year, TOMY has continued to expand its toddler and bath collection with innovative products that encourage imaginative play. New for autumn/winter is the Remote Control Rescue Boat, which has its own sound activated remote allowing little ones to drive the boat around the bath. The remote control is easy for little hands to hold and also floats on the water. Press the remote once to move the boat forward and again to halt. When pressed again, little ones can watch as water comes out of Captain Cat’s Water Canon. The Remote Control Rescue Boat is designed to build children’s confidence when around water and aids in developing little ones’ coordination and motor skills. TOMY’s bath brand has been enjoying double-digit growth and its best seller alone is responsible for almost 25 per

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skills and enables them to explore colours, vocabulary, food sorting, healthy habits, number recognition and counting in their own way, with the help of a cheeky chatty shopping buddy. Suitable for children from nine months, Scout’s Goodnight Light will help children to drift off to sleep with starry visuals and soothing sounds. Choose between 10 or 20 minutes of

white noise, environmental sounds or lullabies or use in mute to enjoy visuals only. Torch mode will project an image of the planets to help build children’s understanding of the solar system, or play a lullaby. Switch to nightlight mode to see numbers and stars shift from red to blue to green as the timer counts down to bedtime. 01895 202 840

HARDENBERG&CO

cent of total category growth this year so far. TOMY will continue to support its bath and toddler range with TV, VOD and digital media campaigns running from November through December. The campaign aims to deliver new customer awareness and highlights new key drivers alongside the top performing classics from the company. TOMY’s bath and toddler range has also been brought to retail with targeted shopper activation including new photography, online video content and various in-store displays. 020 8722 7300

Hardenberg&Co’s Sassy toys is an award winning product range and its innovative features are built with a purpose. Product design starts with a clear understanding of developmental stages and all toys are created to provide a sensory experience that will engage and stimulate baby’s senses. A variety of textural finished materials are used to stimulate exploration and discovery and the use of bold, high contrast colours, including pink, blue, green and yellow are key to enhancing the developmental experience for preschoolers and infants. An array of new toys will be launching from Sassy, which are all designed and equipped with unique features to help baby learn.

Full of creativity and innovation, each of the toys boast a real purpose to develop all aspects of baby’s senses through sound, touch, sight and taste. Parents can expect a fantastic new range from Sassy showing true innovation in play, all of which have been beautifully designed and equipped with unique features that help their little ones develop new motor skills. Sassy is focused on stimulating and developing the four key senses in baby’s first year and beyond. Offering a range of age-appropriate toys, this varied collection of items has been designed to help awaken any child’s imagination during their playtime. 01785 503 305

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24/10/2016 15:09

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19/10/2016 09:29:17 20/10/2016 11:32

SECTOR GUIDE: PRE-SCHOOL

BANANAGRAMS

TRENDS UK

Trends UK’s new range of Peppa Pig Electronic Learning Toys has already seen great demand since the launch in summer 2016. Leading with the hero item, Peppa’s Alphaphonics Campervan, Trends UK is also offering Peppa’s Flip & Learn Phone, Peppa’s Singalong & Learn Microphone and Peppa’s Laugh & Learn Laptop. The Peppa Pig ELA range starts for children aged 18

months and over and is designed to help pre-schoolers develop early learning skills. Trends UK is supporting the launch with TV advertising and lifestyle PR campaigns. Reaching large audiences of mums with pre-school children, the new Peppa Pig ELAs will also be promoted on UKMums.TV this autumn with a campaign taking over the homepage. 01295 768 078

Bananagrams, the anagram game that drives you bananas, is celebrating its tenth Bananaversary by launching a brand new game for preschoolers and early readers – My First Bananagrams. A new title for the younger, greener player, the iconic Bananagrams pouch is now a ripening green and in response to customer requests, contains colourful lowercase letter tiles. The collection of fun games within caters to a wide range of reading abilities. There are 10 curriculumbased mini games for early learners, and word game challenges which

grow in difficulty as the child’s skill level advances. This culminates in a simplified version of Bananagrams, and introduces children to the classic game that sees players racing to complete their own word grid. 80 lower-case letters and 13 dual-letter combo tiles are included in the pre-school version of the game, that players can use in multiple games. My First Bananagrams also uniquely includes new doubletiles with vowel-teams, word families and digraphs. This makes it the perfect game for children as they learn to read and spell. 020 7298 9500 (Winning Moves)

ASOBI Distributed by Asobi, Micador’s early stART products are specifically designed to get toddlers and pre-schoolers experiencing and enjoying art early in life. The arts and craft range from the company has been developed with little ones from the age of 18 months to four years old in mind. Micador has created a whole range of innovative and inspiring arts and crafts items that are safe for the under twos, while ease-ofuse for little hands is also key to their success. Across the board, each of the items’ shape, size and texture have been designed to pay close attention to the specific way young children handle arts and crafts products. The extensive range available through Asobi includes easyclean aprons, splash mats, no-drip paints, chunky markers, crayons, washable oil pastels, stencils, craft packs and sculpting dough.

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Micador early stART Dino Crayons are fun, non-toxic dinosaur-themed shapes to help encourage children to mix creativity with play. The formula produces longer lasting crayons and the plastic compound ensures they won’t stain fingers. The set of eight crayons, suitable for ages two plus, comes with a hand-shaped eraser. Micador early stART Egg Chalk is perfect for a pre-schooler’s fullhanded grip, plus the egg shaped chalks come in pink, orange, blue, green, purple and yellow colours. Packaged in a fun egg carton, they can be used on blackboards or large areas like paving or brick walls. The chalk is easy to remove by simply washing away with water, and is designed for children aged two and over. Micador early stART Beeswax Triangle Crayons are specifically

created for tiny tots. This pack of eight crayons is made from extrasafe beeswax, which makes soft and smooth marks on paper. The triangular shape encourages the correct grip and can be used by little ones from 12 months old.

Each of the crayons are breakresistant, long lasting and are also available as a pack of 24 in a sturdy dog head-shaped carry case suitable for children aged two-plus. 01628 200 077

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24/10/2016 15:13

For sales contact your local rep/agent or contact the sales admin team on 01953 859525/859530 sales@orchardtoys.com

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24/10/2016 17:27

SECTOR GUIDE: PRE-SCHOOL

ORCHARD TOYS Orchard Toys has launched Once Upon a Time, a set of three-piece character puzzles perfect for children aged two and above. The introduction of this line adds to the company’s already popular range of three-piece first jigsaws, such as What do I do? The collection of six threepiece jigsaws features magical characters from popular tales, including the likes of Goldilocks, Red Riding Hood, Jack and the Beanstalk, Dick Whittington, Aladdin and Cinderella. Designed in bright, eye-catching colours, Once Upon a

HIPPYCHICK Time introduces young children to early learning skills such as hand eye coordination, matching and observation, whilst also encouraging little ones to hold discussions with parents, with the help of traditional tales. These wipe-clean, sturdy puzzles are perfect for little hands to enjoy. 01953 859 525

Hippychick’s fastest growing brand Nattou launches a new cast of cuddly characters just in time for Christmas – Nina, Jade and Lili. A Belgian brand that is extremely popular in Europe, Nattou’s attention to detail and soft colours help set them apart in the category. With RRPs starting from just £9.99, Nina the rabbit, Jade the unicorn and Lili the turtle manifest themselves in several different guises for preschoolers, from cuddly toys and comforters, to growth charts that will suit any nursery scheme. Nattou’s award winning rockers are equipped with a safety harness and non-tip frames for parents’ peace of mind while in use. Nina, Jade and Lili join the brand’s other plush pals including Jack, Jules, Nestor, Max, Noa and Tom

to offer a complete range of classic pink, blue and neutral tone collections. Nattou also increases its offering year on year to help keep it fresh and fun. 01278 434 440

CHARACTER OPTIONS Character Options’ pre-school line-up continues to grow with the aid of some of the most exciting properties in the sector. From Teletubbies to Peppa Pig, there’s something for every toddler to enjoy playing with. As a shining star in its preschool portfolio, the Character Options’ Peppa Pig collection has seen major developments this year, with new themes including Princess and Classic. The Classic Peppa range takes instantly recognisable, iconic themes from the show and captures them in cute, entertaining toys such as Peppa’s Home & Garden play-set and Miss Rabbit’s Train. 2017 will see this pre-school collection strengthen even further as a new pocket money option and Mini Buggy assortment launch in spring, with a School Days range to follow for autumn/ winter. Not to be missed is the cute, newly restyled Ice Cream van, featuring a detachable

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scooter, accessories and an articulated Peppa figure. The Ben & Holly toy offering is further strengthened with new spring/summer additions and an authentically styled Thistle Castle play-set for later in the year. Another top licensed toy range, which has been winning the hearts of young ones, is Teletubbies. Since its launch earlier this year, the plush collection has proved a huge success with the Lullaby Laa-Laa and Jumping Po feature plush toys taking centre stage. 2017 also marks the 20th anniversary of the Teletubbies brand, and Character is pulling out all the stops to keep Teletubbies fans entertained. Fans of the property should look out for the sparkly eightinch Talking Party Plush, which will launch in celebration of the special milestone, and the new four-inch clip-on toys will give little ones the chance to take their

plush Teletubbies friends with them wherever they go. The heroic pre-school line-up doesn’t end there as the Fireman Sam range continues to thrill with toys matching the new series 10. The Electronic Pontypandy Fire Station play-set is packed full of original features and emulates the new headquarters seen in the TV show. The play-set has everything children need for rescue adventures, there’s a training tower and lift, double doors for a quick exit in an emergency, plus an internal turntable is included to keep Jupiter the Fire Engine ready to go. For extended imaginative play, children can collect from a whole host of character figures and realistic vehicles. 0161 633 9800

www.toynews-online.biz

24/10/2016 14:56

SECTOR GUIDE: PRE-SCHOOL

JUMBO GAMES With Christmas only just around the corner, don’t miss out on Jumbo’s top picks for 2016. Top of the list is the Peppa Pig Party Time Race Game, which has been receiving hugely positive reviews from parent bloggers, children and retailers alike this year. New, for budding builders this year, is Jumbo’s Bob the Builder puzzle range consisting of five puzzles; nine in one Puzzle Bumper Pack, four-in-one Shaped Puzzle Set and an assortment of three 35-piece puzzles. For the release of Disney’s highly anticipated movie, Moana, Jumbo has launched four brand new puzzles; a four in one Puzzle Box Set, consisting of 12, 20, 30 and 34-piece puzzles in a box, as well as an assortment of 40, 50

and 60-piece puzzles featuring the bright visuals of Moana. Looking towards S/S, Jumbo will be bolstering its Bob the Builder range in 2017 with products including the creativity inspiring Medium Puzzle & Colour, that combines puzzling and colouring in, through a large double-sided floor puzzle and free crayons that are included.

GP FLAIR For the youngest of Teenage Mutant Ninja Turtle fans, the Half Shell Heroes range continues to bring action-packed ninja fun into playtime. One to watch this Christmas is the Half Shell Headquarters play-set, which boasts over 20 different features, a Bebop figure and an exclusive Raph figure. Other new items include the Construction Figures Twin Pack, which comes in four assorted styles to collect, each including a 6cm action figure and a construction accessory. Alternatively, at a higher price point, children can opt for the construction vehicle and figures. The new Doc McStuffins Toy Hospital range, which launched earlier this autumn, offers role-play toys such as the Magical Toysponder and the Big Book of Boo Boos. The Toy Hospital Care Cart is also not to be missed for Christmas.

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Further to this, Jumbo will also be launching a four-in-one Shaped Foam Bath Time Puzzles, so little one’s can enjoy Bob and friends during bath time. January 2017 will also see the launch of Jumbo’s first Thomas & Friends products to hit the market, consisting of an 18-piece Large Foam Floor Puzzle that measures 60x33cm when

complete and is suitable for inside and outside the house, as well as being water resistant. To accompany the Large Foam Floor Puzzle, Jumbo will also launch a four-in-one Shaped Bath Puzzles Set that lets children play with the puzzles during bathtime, as each piece floats and sticks to tiled surfaces. 01707 260 436

VTECH Alternatively, Flair’s heritage Stickle Bricks brand makes for an ideal pre-school option. For spring 2017, GP Flair’s Just Play division has unveiled new figures and play-sets for The Lion Guard, including waves five and six Blind Bags, Twin Figure Packs with Arm Band Assortment and a Hyena Hide Out play-set. The Shimmer and Shine roleplay range continues into spring with new items for fans to enjoy. 0208 643 0320

Having sold an item from the Toot-Toot range every 22 seconds in 2015 (NPD Full Year 2015), VTech aims to build on this success throughout A/W 2016 by offering exciting new additions to the Toot-Toot Drivers, Toot-Toot Animals and Toot-Toot Friends ranges. There was a brand new addition to the Toot-Toot family in 2015, with Toot-Toot Friends. This A/W, the range has developed even further with the launch of the Toot-Toot Friends Kingdom. The collection of princes and princesses, fairies, knights and unicorns will capture children’s imagination, as all the characters come to life on designed MagicPoint locations. Toot-Toot Friends Kingdom will come with its very own play-set, the Enchanted Princess Palace, which is over four feet wide and has two sides of fun play. Join Princess Darla and her other kingdom friends to enjoy the

soothing music in the music room, try on beautiful dresses in the dressing room and have fabulous dinners out by the beautiful fountain. “At VTech we’re always looking to enhance our offering and we feel that the new Toot-Toot Friends Kingdom Enchanted Princess Palace will continue to interact, educate and captivate young children just as previous Toot-Toot play-sets have proven to do,” said Charlotte Drake, senior brand manager at VTech. 01235 555 545

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SECTOR GUIDE: PRE-SCHOOL

SAMBRO Sambro has a huge selection of licensed pre-school lines spanning a wide range of categories. The Little Tikes collection launched in mid-2016 and includes a variety of arts and crafts products dedicated to the iconic Little Tikes brands, including the Cozy Coupe and the Turtle. The range includes everything a pre-schooler needs to get creative and features the Little Tikes small Creative Toolbox, Little Tikes Chunky Magnetic Scribbler and the Cozy Coupe Modelling Case. Sambro also continues to expand its successful Play-Doh range with brand new arts and crafts products for little ones featuring popular Play-Doh characters. The collection includes various backpacks and wheeled bags, which contain everything

LITTLE TIKES a mini Play-Doh fan needs when on the go. The Paw Patrol collection is one of the most popular licences in the Sambro portfolio, with character backpacks, outdoor toys, scooters, training bikes, arts and crafts and more. 2017 will see this range extended even further with new items. In addition, Sambro’s range of Disney licensed pre-school products include everyone’s favourite characters including Disney Princesses, Frozen and Mickey Mouse. All of Sambro’s pre-school lines include toys, games, puzzles, wheeled toys, stationery, arts and crafts, outdoor, pocket money, bags, apparel and fashion accessories. Retailers can boost their licensed offering by choosing from Sambro’s ranges at a variety of prices points. 0845 8739 380

The new line of Newborn toys from Little Tikes is ideal for a first gift, with prices ranging from £5.99 to £69.99. The characters include Jitter ‘n Whirl Monkey, which can attach to a pushchair to entertain baby on-the-go, plus the Tummy Tunes Giraffe that encourages reaching and stretching while engaging baby’s core as they play the piano keys. The Good Vibration Deluxe Baby Gym boasts lots of fun elements to support baby through their developmental stages. New for autumn 2016 comes the pre-school line Light ‘n Go – the range which lights the way

to active play. The characters, including a monkey, tiger and panda, each have their own fun interactive play elements, while the three-in-one Activity Walker and Activity Garden Treehouse are packed with unique features. Little Tikes Wheelz is an original range of fast and fun vehicles to be unveiled by the firm. This exciting line includes the Tyre Twister RC – watch it go back and forth, spinning 360 degrees and doing back flips. Alongside this is the new unique My First Flyer Helicopter, which flies, turns and lands with one-touch control. 01908 268 480

KD UK Little Baby Bum has been brought to life with the launch of its first ever plush range from electronic toy manufacturer, KD UK. The musical toys will be the perfect gift for young fans of Little Baby Bum, bringing them enjoyment of their favourite nursery rhymes in a new cute, cuddly toy. There are six characters to collect; Mia, Twinkle the Star, Baa Baa, Pig, Cow and Baby Panda, which are all suitable from six months to four years. Each soft toy plays four nursery

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rhymes, including viewer’s favourite Wheels on the Bus, which has received 1.5 billion views on YouTube. Other featured songs include Twinkle Twinkle Little Star, Itsy Bitsy Spider, Row, Row, Row Your Boat and Head, Shoulders, Knees and Toes, to name a few. KD UK’s Noddy’s WhoWhatWhere Tablet features in each

episode of the new TV series Noddy, Toyland Detective. The WhoWhatWhere Tablet helps Noddy and friends complete missions through various games. Children can now learn about numbers, colours, letters, instruments, shapes and more, while having lots of fun with the Toyland gang. The Tablet helps children develop important learning skills

such as hand eye coordination, sound recognition, and imaginative role-play. The Paw Patrol Blazon features three different game play modes – learning, quiz mode and sequence games. Children can discover shapes, numbers, colours and fun facts about their favourite pups, answer questions, and play games of ‘follow me’ as they watch the lights and repeat the sequence. Kids can play alone or challenge their friends. The Blazon also features lights to play in the dark, and is suitable for children aged three plus. 01727 827 194

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24/10/2016 12:07

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17-10-2016 08:57:53 AM 17/10/2016 11:13:12 17/10/2016 11:50

SECTOR GUIDE: PRE-SCHOOL

HASBRO Hasbro’s pre-school range includes the Play-Doh Ice Cream Castle, where children can make and decorate PlayDoh soft-serve swirls in a variety of shapes and styles with the ice cream presser and interchangeable discs. Once the treats are ready, topping options include whipped cream from the whipped cream tower, while turning the crank of the sprinkle tower covers the creations in pretend sprinkles. The Play-Doh Cake Party lets little ones form tiered crazy cakes in the oven, or use the cutters to create more fun shapes that can be stacked into

RE:CREATION a cake tower. Once the cake is ready, the frosting station is next to add swirls of fancy frosting. The Play-Doh Cake Party has a palette of five different colours, three with confetti mixed in, to provide your budding bakers with plenty of mixing, mashing and moulding options. With the Playskool Heroes Transformers Rescue Bots Firehouse Headquarters, robots and humans work together to save the day. Little heroes can pop up the command tower, which rotates 360-degrees, and use the hidden-reveal projectile launcher to put out pretend fires. 020 8569 1234

Re:creation’s pre-school offering includes the ever popular Stretchkins plush collection, as well as new addition to the portfolio, Inkredibles ink effects activity titles. Launched in 2014, Stretchkins has continued to deliver consistently outstanding results. Named Best New Non-Licensed Plush in its launch year by NPD Group, the range of toddler-sized stretchy limbed soft toys have gone on to make their mark in the pre-school category time and time again. In the second half ‘Pink and Purple Bear’ refreshes the character line-up, which as

well as three other characters, also includes special feature plush Pink Cat with its motion activated light up feet. Re:creation has also recently launched a range of Inkredibles activity book titles for preschoolers, featuring one of 2015’s best performing licences, Paw Patrol and undoubted leader among pre-school boys’ evergreen favourites, Thomas & Friends. The range of titles features a number of proprietary ink effects and each is complete with various pens to help bring colouring pages and puzzles to life for children aged from three years and over. 0118 973 6222

POSH PAWS At Posh Paws, the company is excited to launch brand new product ranges for pre-schoolers. The firm is gearing up for the all new Disney Junior animated TV series Mickey and the Roadster Racers, which is a madcap car-racing adventure for preschoolers featuring Disney’s number one star Mickey Mouse, and his pals Minnie, Pluto, Goofy, Daisy and Donald. Slated to debut in 2017 on Disney Junior channels, the series takes the sensational six and their uniquely personalised vehicles on humorous high-spirited races around the globe, plus hometown capers in Hot Dog Hills. In line with the new TV series launch, Posh Paws is launching the brand new Mickey and the

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Roadster Racers plush collection, which features Mickey and friends in their cool new racing outfits. In addition, Posh Paws is bringing out a new range that will support the spin off show Minnie’s Happy Helpers. The show will air straight after Mickey and the Roadster Racers and will follow Minnie and her best friend Daisy as they run a temping agency in Hot Dog Hills. Plus, the Happy Helpers range includes Minnie and Daisy in a variety of glamourous outfits, as seen on the show. In addition to these new ranges, Posh Paws will also be expanding this year’s

bestselling The Lion Guard range with characters Simba, Nala, Timon and Pumbaa. Lauren Shipman, group brand manager at Posh Paws, said: “It’s very exciting to be part of the Mickey and the Roadster Racers launch. Pre-schoolers are no doubt going to love the brand new content, as Mickey and his friends go on their racing adventures. “I’m extremely pleased with how the new ranges for Mickey and the Roadster Racers and Minnie Happy Helpers are shaping up. Plush has always been the perfect play pattern for pre-schoolers and this range certainly brings something new and fresh to shelves for Mickey, Minnie and their pals.” 01268 567 290

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SECTOR GUIDE: PRE-SCHOOL

LEARNING RESOURCES The Pretend & Play range from Learning Resources is designed to help children understand and imitate the world around them. The Calculator Cash Register lets children play shops just like the real thing. Featuring a solar powered calculator display, large keypad buttons and cash drawer with sound effects, young learners can develop valuable early maths skills. Pretend credit card and HM treasury approved UK play money help to develop financial awareness. The Post Office Set gives imaginative play a fun stamp of approval. Young postmasters can weigh, sort and stamp letters and parcels as customers exchange

travel money, apply for licences, and check the notice board. This engaging set features over 150 pieces that develop a range of key early learning skills. The School Set has everything a child needs to create their own pretend classroom. With detailed resources such as double-sided maps, calendars and hand pointers, children can roleplay being a teacher and build confidence about starting school. Other components include stickers, pupil school boards, certificates and more. Awarded a Gold Right Start Award in the 2015 role-play category, the School Set received comments from testers such as,

RUBIE’S Rubie’s pre-school dress-up offering continues to grow with the addition of two Disneylicensed costumes for both boys and girls. Kion the Lion from Disney’s The Lion Guard TV show is available as a toddler and infantsized furry onesie, adding to Rubie’s existing range of onesies including Winnie the Pooh, Tigger and Simba. Disney’s popular show, Sofia The First, also gets the dress-up treatment with a spectacular new satin dress fit for a princessin-waiting, with glitter details and puff sleeves. Available in toddler sizes, as well as small and medium kids sizes, the dress is a delightful addition to Rubie’s extensive Sofia The First range of dresses and accessories. There’s a new Half-Shell Heroes addition to Rubie’s ever-popular Teenage Mutant Ninja Turtles dress-up range, with the new printed jumpsuit and mask aimed at toddlers and younger kids, while another of Rubie’s pre-school licensed range, which continues to sell well, is Paw

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‘a great preparation for starting school, it is also educational and creative’. It has also received rave reviews from parenting blog, Play and Learn Everyday, which stated: “We love everything about the school set, it is extremely well made, it is easy to store, it comes

with everything you need to play and can be played with by children on their own or with an adult.” Both the School and Post Office set feature a tri-fold structure that can be wiped clean after use and easily folded away. 01553 818 062

PAUL LAMOND Patrol dress-up, with various versions of Chase, Skye and Marshall available in toddler sizes and up. A new costume of one of the show’s best-loved characters, Rubble, has recently been added to the range and is available to order now. 08453 070 707

Games and puzzles specialist, Paul Lamond, has an extensive range of licensed pre-school PAUL products available ahead of the festive season. The Very Hungry Caterpillar and Noddy have entertained little ones for years and these evergreen characters now feature on their own Jumbo 24-piece floor puzzle and four-inone Puzzle Set that contain 12, 16, 20 and 24 puzzles. The Very Hungry Caterpillar is also the star of a Memory Card Game and four-in-one Games Cube for pre-schoolers. These lines join Paul Lamond’s impressive pre-school range of games and puzzles from some of the most famous children’s licences that both entertain and educate little minds. These include: We’re Going on a Bear Hunt, Dear Zoo, Dinosaur Roar and Room on a Broom. Classic property We’re Going on a Bear Hunt has been loved by little ones for over 25 years and is set to appear on our TV screens this Christmas.

Young fans of this story love the range of We’re Going on a Bear Hunt games and puzzles that are available from Paul Lamond. It is also time to get Boj-ing with Cbeebies’ favourite bilby, Boj. The pre-school sensation stars on a colourful 24-piece Jumbo Floor Puzzle and fourin-one Puzzle Set. Boj has burrowed all the way from the Australian outback to Giggly Park and has brilliant Boj-aboom creative ideas. Now available is Boj’s fabulous new craft range where preschoolers can make a variety of items, including rocket, a guitar, a robot and Boj himself. In addition to the abundance of licensed ranges available, Paul Lamond’s multi-award winning Chimp and Zee range of games and puzzles are educational, interactive and imaginative and designed especially for preschoolers. This fun and colourful range includes Pesky Pirates, Silly Socks and Spotty Botty, as well as the Alphabet abc and Counting 123 puzzles for kids. 020 7254 0100

November 41

24/10/2016 14:32

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24/10/2016 12:15

Retail Only

NEWS MEDIA

DEDICATED MONTHLY RETAIL COVERAGE

OPINION

Indies react to Hornby’s business turnaround plans The firm has revealed its initiative to take “clear and decisive” action and focus on independent stores in a bid to turn its business around, since receiving feedback from customers around the company’s recent issues BY JADE BURKE

ornby has declared its plans to target more independent retailers as part of its long-term turnaround initiative. Following feedback from its customers during a series of face-to-face meetings held across the UK with CEO Steve Cooke, the toy firm is looking to ramp up its engagement with indies in a bid to support them more. “We have heard, very clearly, some key concerns from our customers,” revealed Cooke in a statement from Hornby. “We have carefully considered the changes that we are now implementing to address these

RETAIL ADVISORY BOARD

Stuart Grant, The Entertainer

Geoff Sheffiled, The Toy Store

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concerns. As a company, we hope that Hornby’s independent retailers will agree that the new actions we are taking are clear, decisive, and are designed to benefit their business.” As part of the company’s plans, dedicated sales executives will be on hand to work in partnership with indie retailers, sharing advice on merchandising, brand and product selection. Since outlining this initiative, Shaftesbury-based retailer, The Toy Box, has revealed that the toy company has always been attentive when it comes to face-toface meetings. Sharon Horsman, director of The Toy Box, told ToyNews: “Our representative that deals with us is always very good. He

will try and carry out face-to-face meetings and always updates us with emails.” Elsewhere, Vivienne Watson, owner of The Cambridge Toy Shop, echoes Horsman’s sentiment. “We have had a rep who has come to see us, which always helps because it’s quite hard to know what’s going to be popular,” explained Watson. “It is good to have a rep come in and support us – that makes all the difference for independents.” With plans to turn the business around, Dudley-based store Arcade Toy Shop is less trusting that Hornby will be able to target more retailers. “I think it’s the way that the company has been run previously that led to the business falling out of favour with the independents,

because Hornby has been trying to get all shares of the market, by going online and selling direct, as well as selling to us,” cited owner Dave Carter. “I think they could offer better incentives to independents. There’s loads of kit manufacturers out there, but we choose to sell Airfix because they do a good range.” And Cambridge Toy Shop’s Watson is hopeful that the company will be able to turn things around in the future by working with more indies. “I don’t see there being any reason why Hornby shouldn’t work with indies if they get the right people out on the field. “They have got a really good brand so there’s absolutely no reason why they shouldn’t do well,” added Watson.

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

November 43

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Reaching over 31,000 unique visitors every month* Targeted daily emails to over 22,000 industry executives First with all the news, analysis and opinion which matters Supporting the industry every day

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24/10/2016 29/09/201611:32 16:35

INDIE RETAILER FOCUS

It’s Toy Time After starting out selling toys on eBay eight years ago, James Marshman, owner of It’s Toy Time, decided to take the leap and open a physical store. Jade Burke catches up with him to find out how crucial social media is to the business and why toys inspired by TV characters are a perennial winner with shoppers

ell us a bit about your business and how the store began? I started the business around eight years ago, I was at home selling through eBay. However, it soon became clear I didn’t want to rely on a third party platform to sell my products, and within a year of selling on eBay I started our website and took the leap to solely sell through this. The website has gone from strength to strength and its success has enabled us to open our first shop this year. Having the website first made opening the shop a lot easier for us. So what types of toys do you stock in store and online? We stock a lovely range of wooden and character toys. The wooden traditional toys are really back in fashion and parents seem to be swaying this way for a good quality wooden toy. We also try and buy different, quirky products, the kind you wouldn’t normally find in your everyday shop. Your website is clean and very easy to navigate. How important is it for you to have a mobile friendly website? Having a mobile friendly website these days is so important as with the ever growing market in phones and tablets, more and more people are shopping via these devices. If our website wasn’t mobile friendly it would be very hard for our customers to view and navigate through to our products, blog or even contact us. We want to give our customers the best experience and with mobile friendly sites, it really makes all the difference between a customer staying on or leaving the site.

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Is social media a crucial marketing tool for you? Yes, social media is a huge part of people’s everyday life, so to not make the most out of the free marketing would be crazy. It’s a great way for us to engage with our customer base and keep them up to date with the latest

We’ve had such a successful first year, we’re looking to open a second shop in the New Year. James Marsham It’s Toy Time news from us or informed of any events we may have coming up. The site is also a great way to promote new products or deals, but we do keep this down to a minimum so people don’t feel like we just want a quick sale.

What do you think has been your bestselling product for 2015? As normal, the TV/film character toys always seem to be a winner. That said, we found that pocket money toys were a big hit with toys for under £5 really taking off well. Do you find that your physical store is more popular than your online store? The shop has been doing really well since we opened and has been great to interact with the customers on a face-to-face basis. Trading online means that we can sell worldwide, This obviously delivers more visitors than instore.

The website, therefore, is a great window for us on a global scale. However, with online shopping, you’ll always lose that personal interaction and customer service. What is the best thing about owning a toy store? Apart from never having to grow up and getting to work with toys all day long? It’s a dream come true for most people. The real highlight for me is creating a place for children to come and get excited with the magic of a traditional toy shop. Seeing their faces smile and light up is a real joy. What are your plans for the future? We are very much hoping, with the success so far of our first shop, to carry this forward and open a second shop sometime next year. Carrying on with the growth of the website is a key factor in expanding the whole company.

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24/10/2016 15:16

INDEPENDENT SURVEY

Wheels of fortune There are over 150 million differently abled children across the globe, yet disability representation within the toy box remains vastly under served. Robert Hutchins asks the ToyShop UK listing for their thoughts on a sector still fighting for recognition

hen LEGO unveiled its first wheelchairusing mini-figure at Nuremberg Toy Fair back in February, the move was billed as a seismic shift in the tides of the global toy scene. The gesture, as underplayed as it was by LEGO, was a colossal boost for a sector of the toy industry that has been vastly underserved by toymakers. To an audience of 150 million disabled children worldwide, it was a move that placed the company head and shoulders above the usual run-through of muscle-clad action figures or the ‘size-perfect’ fashionista dolls. It’s also worth noting that Nuremberg 2016 played host to the launch of Mattel’s alternative body-shape Barbie. Perhaps 2016 will be looked back upon as the

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year of cultural revolution for more than just the Brexit after all? But back to disability representation in toys, and a full nine months since LEGO placed its tiny wheels firmly in ‘camp change,’ just how far has the movement come? According to this month’s listing of ToyShop UK members, the answer is: not far enough. In fact, the UK’s independent retail scene is almost unanimous in its belief that far too little has been achieved in a space crying out for more resources, more attention and more recognition. “Disability representation is still severely lacking within the toy industry, which leads to less awareness among youngsters in general,” says Lorraine McAleer, owner of the Belfastbased educational and special

educational needs toy retailer, Learning SPACE. “The toy industry should be encouraging an inclusive environment for children of all abilities and show this through the

The industry should be encouraging an inclusive environment for all children, and show this through their products. Lorraine McAleer, Learning SPACE products that they have to offer. My store was sparked from the idea that resources are not readily available and we have made it our ethos to meet not only the needs,

but also the interests of all children with all abilities. “The industry is picking up and is better than it was, but so much more can be done to include all children.” It’s a sentiment that has been championed strongly over the last few years by the journalist Rebecca Atkinson and her #ToyLikeMe campaign, a movement that launched back in April 2015 and has since been largely credited with helping fuel the recent changes seen across the industry. Through her campaign and a Change.org petition, Atkinson has played a part in getting the likes of Playmobil on board with the disability representation movement that will see the firm produce a line of figures featuring guide dogs and wheelchairs.

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According to Atkinson, her #ToyLikeMe movement stemmed from having experienced first hand how it felt to be a child who never saw themselves represented by the mainstream. In February of this year, and in response to the launch of LEGO’s first wheelchair-using Minifigure, a coup for the sector that has widely been attributed to the #ToyLikeMe campaign by British media, she wrote: “How [can a child] grow a positive self esteem when the culture around you appears to place no value on your existence?” “It does not celebrate you. On the rare occasions when you are depicted, it’s frequently as stereotype – in a medical setting, as an evil baddie or associated with charity. You are culturally marginalised.” So is this tide now turning? This summer’s Paralympics drew an average audience of 1.3 million viewers across the entire coverage. While that is a dip in numbers following the whopping 7.6 million viewers of London’s celebration four years ago, it’s still a 12.3 per cent share of the total UK TV audience. Is disability therefore, a subject on the verge of finding its appropriate representation in the mainstream? “I think the toy industry is certainly moving in the right direction, and the Paralympics show just how far we have come in the last few years,” says Julian Shelford, owner of Plymouth’s Final Frontier. “That said, there are definitely more opportunities for toy makers to develop in this space and there is a real gap in the market to be filled. The movie and TV industry has a huge impact on toy lines now days their influence with awareness could help the industry even more.” Outside of BBC’s Mr Tumble and the character’s use of Makaton (and the incorporation of this within its toy line), disability representation is not a readily available concept within the children’s entertainment sector. Mattel Creations’ Fireman Sam now features a wheelchair-using

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character called Hannah Sparkes, but the character is yet to make it to the toy aisles and while child actor Gaten Matarazzo from Netflix’s Stranger Things has done wonders for the awareness of cleidocranial dysplasia, the show itself is a tricky one to introduce to children. It’s this lack of availability that has irked a network of retailers who state that should the toys be made readily available to them as they’d have no difficulties with selling the items to the public. “I just don’t think there is enough out there,” says Tim Broad, owner of Cambridge’s Lighthouse Toys. “I have been asked for glasses for dolls and couldn’t source any. I can get books and jigsaws in which disability is represented, but it’s difficult to find products for imaginative play. “The topic is important to us and we opened the shop with wheelchair access and offer advice to parents on how toys can help children with special needs. “Sometimes a child visits and we show them different toys and demonstrate the

I don’t think there is enough product out there. I have been asked for glasses for dolls and couldn’t source any. Tim Broad, Lighthouse Toys benefits to parents, but more needs to be done.” Thankfully, it’s a mission that #ToyLikeMe’s Atkinson has tasked herself with for the coming years, and one that only continues to grow as awareness spreads. Most recently, the #ToyLikeMe campaign has celebrated reaching 45 countries around the globe, having picked up the support of some famous names including comedian Stephen Merchant and author, illustrator and creator of the Gruffalo, Julia Donaldson. “Positive representation matters,” says Atkinson.

Mattel’s American Girl brand boasts a hospital service where consumers can purchase a hearing aid for their dolls.

“To see yourself reflected by huge toy brands like Playmobil and LEGO is about more than just a toy. It’s about these brands sending out a powerful message that everyone should be included and celebrated. If we leave disability out of the toy box, what does that teach kids in real life? That it’s OK to exclude?” And in response to a lack of availability when it comes to products reflecting disabilities, ToyLikeMe has taken matters into its own hands via a new online hub. Toylikeme.org, hosts a portal

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

showcasing the best stereotypebusting toys around, with links to buy them. The service also gives consumers tips on how to create their own products that represent disabilities, like buying an Ariel doll from Disney and a 3D printed hearing aid from Makie Labs to create a Deaf Ariel toy. Here’s hoping the campaign gets more toy firms on board, because as this month’s ToyShop UK survey shows, the demand is here, from both the public and the UK’s independent retail scene.

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

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21/10/2016 16:44

SECTOR GUIDE: WHEELED TOYS

On a roll Summer may be well and truly behind us, but that doesn’t have to spell the end of outdoor play. Here, Robert Hutchins rounds up the latest wheeled toys and ride-ons to get little ones on the move this winter HY-PRO Hy-Pro has had a successful year so far with the launch of a raft of new lines under its two leading brands: Flyte and Zinc. Zinc’s Volt range has grown over the years and continues to expand further in 2016 with the launch of the Volt 80+, featuring a detachable seat and the ability to reach speeds of up to eight miles per hour. Zinc has also embraced lithium power with its new Volt 120 Lithium scooter and the Lithium E-Drift, both of which boast rapid recharge times. Meanwhile, the brand is staying true to its roots with the introduction of a new line of stunt scooters. The fresh range includes the Hex and Inferno, ideal for beginners and those building up their stunt skills.

Elsewhere, Zinc’s Hybrid range is still holding strong with classics like the Fuse and Outlaw. Back in 2015, Flyte launched to great success both in store and online and 12 months down the line, the brand continues to perform well. Flyte converts from a cabin sized case, to a pull along trolley and then into a cool scooter. This year has seen the Flyte range double with the introduction of the Mini model, ideal for kids aged two to four years old. The original Midi – designed for four to eight year olds – has also seen new designs added including the cuddly Polly the Panda,

while the end of the year will see the launch of the Maxi model, bringing the case scooter formula to older kids as well. And it doesn’t end there. Flyte has also expanded on its standard case style and has branched out into backpacks. Kids can now travel with their backpack on the front of their scooter, before dismantling it and packing it inside. With plenty of room for their belongings inside, the backpack scooter is ideal for any kind of family trip. 01582 670 100

to receive rave reviews, achieving five stars from young riders. Re:creation will now roll out a spring TV campaign showcasing the Power Core E90 and Power Core E100 electric scooters for 2017. Adding to the recent innovations from Razor, the

years and upwards, the RipStik can reach speeds of up to 10 miles per hour. First time riders will benefit from Re:creation’s 2016/17 lineup too thanks to the Razor Jr line, targeting a younger audience. Re:creation’s portfolio also welcomes the addition of the T3 three-wheeled scooter with tilt-toturn technology. Designed to help young riders develop riding confidence with easy steering and turning, the T3 is an ideal ride as scooter fans build on their skills and take the step up to a two wheeler. Re:creation will continue to keep Razor scooters top of mind in the final quarter with strong TV presence and extensive PR placement. 0118 973 6222

RE:CREATION Re:creation is leading the drive for 2017 with heavyweight backing behind the Razor brand, as well as an exciting raft of launches for the second half of 2016. The firm recently revealed the HoverTrax 2.0 smart balancing electric scooter will continue to be a leading line through to Christmas and onwards into the first quarter of 2017. The hoverboard is the only ride-on of its kind to feature EverBalance technology for smooth riding for kids aged eight years old and upwards. Each HoverTrax 2.0 will also carry a holographic product label featuring UL Enhanced Mark, denoting the product’s electric safety certification. Meanwhile, Razor’s Power Core electric scooter range continues

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RipStik Electric offers a new way to ride this season and next. A snowboard/skateboard hybrid electric ride-on, the RipStik Electric enables riders to control direction with their body movements and speed using a wireless handheld remote. Designed for riders aged nine

November 49

24/10/2016 12:33

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20/10/2016 11:24

SECTOR GUIDE: WHEELED TOYS

FLYING GADGETS Kids can travel in style this Christmas as tech toy and rideon specialist Flying Gadgets unveils the latest in a long line of high end wheeled toys. The BMW Mini Beachcomber will offer kids all the joys of cruising in a real BMW without all of the monthly payments. The 12 volt Beachcomber features two seats for kids to enjoy and can travel at speeds of up to five kilometres per hour. Drivers can catch the attention of passers by with the vehicle’s working LED headlights, while the engine and horn mirror the sounds of a real life BMW.

HTI Meanwhile, its stylish red finish and forwards and reverse gears means it is the perfect vehicle for little drivers. The product launch is the latest in a range extension for Flying Gadgets Limited, who has expanded its vast collection of licensed children’s ride-on cars with the twin-seated BMW Mini. According to the firm, sales of the product have been overwhelming in the lead up to Christmas, selling over 90 per cent of the stock brought in specially for this year’s big festive period. 0844 209 26 26

When it comes to bikes and scooters, HTI prides itself as a leading name in UK wheeled toys manufacturing. This year, the firm boasts a burgeoning roster of big brands for kids from pre-school age and upwards. HTI’s wheeled toys offering with Blaze and the Monster Machines, a new pre-school series currently airing on Nickelodeon and Milkshake, includes a three wheel scooter and Move ‘n’ Groove scooter, a balance bike, ten-inch and 12-inch bikes as well as a helmet and selected protection gear. The line up also includes a battery operated quad bike for rugged, all terrain adventurers. Elsewhere, the firm combines construction XXXXXXX themed play with fun four-wheeling thanks to its extensive JCB offering. The JCB fastrac Foot-to-Floor leads the charge having scooped the Right Start 2016 Award.

The product is followed by the battery operated quad and digger rideon, championed as a life like representation of the real thing. Leading children’s properties including Ultimate Spiderman, Despicable Me, Num Noms and Shimmer and Shine feature alongside Disney favourites including Frozen, Descendents, Toy Story and Sofia the First in a popular line of licensed toys. Disney Fairies, Mickey and Minnie all complete this line up for 2016 and beyond. In scooters, the Ripp R500, R900 Pro series and Dirt Rider can handle all terrain while providing value for money as a high-end line up for all riders. 01253 778 888

KIDS@PLAY Outdoor toy specialist Kids@Play continues to build its portfolio of popular wheeled toys and ride-ons with new lines from the leading vehicle brands JCB and Land Rover. In the run up to Christmas 2016, the firm is bringing excavation to the play area courtesy of its new JCB excavator, putting and young construction worker at the heart of the famous JCB brand and its iconic design. Featuring realistic 360-degree turning and a multi-positional control arm and bucket, the JCB excavator boasts a simple foot to floor mechanism control as well as a non-slip handle, making it the ideal ride-on for any budding JCB driver and constuction worker. The product comes complete with a detachable trailer unit and

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JCB workman’s hat, meaning children can master the entire look, meaning parents had best get the kettle on for a proper builder’s cuppa. Elsewhere, Kids@Play’s Land Rover offering delivers a top of the range four by four, sixvolt battery powered Land Rover for the ultimate ride-on experience. The vehicle boasts forward and reverse gears as well as a fully operating rack and pinion suspension system. The realistic horn sounds, headlights and rear lights offer a realism while grabbing the attention of all onlookers. Billed as the perfect ride-on for any wannabe four by four driver,

the car boasts music, radio and even MP3 playing facilities. 01291 429 0067

www.toynews-online.biz

24/10/2016 16:22

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SECTOR GUIDE: WHEELED TOYS

H. GROSSMAN H. Grossman Limited is renowned for its outdoor toys, a portfolio that has made a name for itself under the Ozbozz branding, and this year is no change of pace for the firm. 2016 has already seen some exciting additions to the collection, including the new Light Burst scooter featuring a solid feel with an array of lights on deck which stay powered up for as long as kids scoot. Meanwhile, the best-selling Cosmic Light and Lightning Strike scooters have all been updated with new decks for kids to enjoy. Cosmic Light now lights up when the deck is stepped on, while the Lightning Strike is motion activated. Meanwhile, Torq has been billed as the range for expert scooter fans and boasts a robust, tidy and tough frame that has been designed to carry up to 100kg in weight, ideal for older scooter fans.

ASOBI Each scooter in the range has been designed with a tough aluminium chassis and a non adjustable one piece bar system. The high strength steering bar is fitted with a triple stacked clamp for extra strength and has a 360 degree rotational mechanism for high impact turning. For youngsters, the awardwinning, three-in-one My First Scooter has new colours and styling for 2016. This is a ride that converts from a four wheeler to a three wheeler and then to a two wheeler. Of course, Grossman is known for its line up of licensed ride ons and with Ghostbusters, Secret Life of Pets, Power Rangers and the popular Emoji brands all on board, we can expect to see products whizzing out of stores next year. 0141 613 2525

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seek, while Sparkle is apparently a great dancer. Fudge has a sweet tooth, but enjoys exploring and collecting things as well as jumping in puddles. He comes with three different nosebands, red, blue and green. Infernious is part of the dragon clan and joins Smoulder and Dragonsaur. Each Handlebar Hero can simply fold, snap together and clip onto the t-bar of almost any ride-on. Each character also comes in new space-saving, specially designed packaging. 01628 200 077

YVOLUTION

FAMOSA Famosa continues to invest in the outdoor toy market via its popular outdoor brand Feber. Kicking off its offering this season is the new Dareway, a standing rideon aimed at the street cruising child. The Dareway features a handy foot pedal, allowing the user to move forward and control left and right turns using the handle grip buttons. It’s nimble nature means kids can perform 360 degree spins with ease, while they can push both buttons together to travel backwards. The ride-on will receive marketing support over the

What they lack in wheels, the Handlebar Heroes from Asobi make up for in style as kids can ‘pimp their rides’ be it scooters, bikes, rideons or more. As well as making ride-ons look cool, Handlebar Heroes can encourage role play as the range features a collection of animal head masks including a horse called Fudge, a magical unicorn named Sparkle or a dragon that goes by the name of Smoulder. Designed in the UK, each hero features its own personality. Sparkle is a pink, glittery unicorn, who loves playing hide and

autumn and winter with a strong TV and digital campaign. Meanwhile, Famosa’s Range Rover 6V with remote control is a one seater vehicle that comes complete with a rechargeable battery. It features a foot accelerator, forward and reverse gears, electric brakes and can reach a top speed of five km/h. Budding secret agents can jump into their own Aston Martin and take on the role of 007 in a motor operated car that comes with a foot accelerator, electric brake and iOs or Android R/C functions. 01623 237 433

This Dublin-based scooter company has plenty to offer the market this year, with new lines across the boarding and scooter arena, joining its hit Fliker brand. This year sees Yvolution add a groundbreaking stepper movement to the traditional scooting action courtesy of its new Flyer scooter. The Y Flyer allows kids to step on the pedals in an upward and downward motion to propel the Y Flyer to high speeds. Built with a strong steel frame, the Y Flyer can be folded away quickly for easy storage and travel. Elsewhere, Yvolution’s new Neon system Street Rollers, skateboards and scooters bring a new light to the scooting arena. Street Rollers are two-wheel skates that clip on to the heels of any shoe and light up when in motion. Added to this are the Neon viper and Flash

scooters, together with two lightup skateboards and Neon Cruzer and Hype. The Fliker scooter range is bolstered further still with the Y Fliker LIFT, a ride that allows kids to carve, drift, 360 and pop wheelies on the move. With lift technology, kids can simply pick up speed and lean back to lift the vehicle and pop wheelies forwards and sideways. Elsewhere, first time riders can hop on the Yvolution Y Velo range of balance bikes to give them a safe and fun way for toddlers to learn to cycle. The Y Velo balance bike range builds confidence and balance on two wheels. 0800 802 1197

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SECTOR GUIDE: WHEELED TOYS

WILTON BRADLEY Wilton Bradley has added a whole host of new brands and products to its portfolio this year, all of which will be on show at Toy Fair 2017 in January. The firm’s new range of ride-ons has already been a particular success this year, with the Bubble Fire Rescue Electric Ride-on, and exclusive line to Wilton Bradley in the UK, already proving to be a popular product. On top of all the features you’d come to expect from an electric ride-on, the Fire Engine can fire real bubbles and boasts bright, eye catching packing that according to the firm, makes this

TOBAR line a winner in store as well as a perfect present for Christmas. Of course, the Wilton Bradley ride-on range wouldn’t be complete without its selection of licensed vehicles and the firm has added new licences such as Mercedes SLS and GLA Electric Ride Ons, a BMW Electric Ride On Bike and a Formula Racer Electric Ride On. ‘We welcome you to contact us about stock on these items for pre-Christmas delivery, or plan a visit to our refitted showroom in Exeter to see our full ranges,’ read a statement from the team. 01626 835 400

Distributed across the UK by Tobar, Turbospoke is a multi-award winning motorcycle-style exhaust system that can be attached to any type of bicycle. According to the firm, Turbospoke not only makes any kids’ bicycle look like a real motorbike, but converts pedal power in to ‘high octane thrills’ by producing realistic engine sounds as they cycle. The new Turbospoke fits XXXXXXX to either side of a kids’ bike, allowing them to fit twin pipes and transform their bike into a roaring street machine to make outdoor play even more fun.

Using long plastic Motocards and a megaphone exhaust pipe, Turbospoke is 100 per cent pedal powered, meaning the harder a child pedals, the louder the sounds gets. The Turbospoke kit features three tuneable Motocards, each making a different realistic engine sound, 24 customisable stickers for a Turbospoke bicycle and a full tool kit featuring everything a child could require to fit their Turbospoke to their bicycle or scooter within a mere matter of minutes. 01603 397 105

HAPE Hape’s wide range of bikes, scooters and ride-ons are designed for children who love to play, each developed to enhance their balance and motor skills and focus on learning, all while having indoor or outdoor fun. For parents and educators, Hape recognises the age appropriate learning basics reassuring the customer that Hape is a key investment for their child’s development. With Hape Scoot Around, children have the chance to enhance and develop through active play. The Scoot Around inspires movement during playtime through short rides with the ability to push themselves along with their feet as they sit in the saddle of their very own crafted vehicle.

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Meanwhile, the Little Red Rider can transform from a balanced walker to a foot powered rideon, with a storage compartment in the back as it helps promote balance, co-ordination and early walking for youngsters aged 12 months and over. The ride-on bug’s antennaes act as a handy push along, helping children to develop and grow with imagination and creativity as it accommodates a number of their typical learning stages. With the Bug About, kids can zoom and groove in a crafted ride-on that allows kids aged 12 months and upwards to simply hop aboard and ride. Complete with a sturdy design the Bug About has the ideal amount of storage in its belly, keeping any mess conveniently hidden away.

Elsewhere, the Hape Balance Wonder is a robust tool for children helping to give them the opportunity to ride a bike while practicing their sense of balance and improve on their growing motor skills without the hassle of training wheels. Encouraging active play, the pedal free bike

comes with an adjustable seat, allowing kids to race around in and outside the house. Using natural and renewable materials, Hape is one of the largest producers of wooden toys and prides itself on three decades of Hape evolution. Marbel: 0207 0604 582

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TOY TALK

This month, we have mascots taking tumbles at a trade show, pop stars getting the toy treatment and a member of the royal family rubbing shoulders with a toy robot. Standard really...

JIBAN-YA HEAD?

One of the greatest joys of going to a trade show is seeing the costume characters strut their stuff. But an even greater (and rarer) joy is seeing one of those said characters fall over. The ToyNews team was lucky enough to witness such a sight at last month’s Brand Licensing Europe. Yo-kai Watch’s Jibanyan the cat was walking the show floor, but the complex costume proved incredibly difficult for the poor soul within to move around in. While walking past the ToyNews/ Licensing.biz stand, the shuffling cat took a tumble. We should stress, the lady inside the cat was fine, which in turn makes any laughter we might have shared instantly guilt-free. To anyone who has ever pulled on one of those costumes and walked the Toy Fair floor, we salute you.

SOUND DESIGN This month, it’s been the turn of some iconic musicians to get the toy treatment. First up, we have Lady Gaga. The Poker Face singer’s Born This Way

Foundation has teamed with Mattel to launched Zomby Gaga, a Monster High doll inspired by Lady Gaga. Following that, The Beatles got in on the act via LEGO’s

new Yellow Submarine set. Who next? A Morrissey Mr Potato Head? George Michael Hot Wheels cars? A Michael Jackson Bop-It (or Beat It)? Bring it on.

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

A Royal Affair Prince William, if you’re reading, look away now. Yes, it appears The Duchess of Cambridge, on her first solo royal engagement abroad last month, got on like a house on fire with Meccano’s Meccanoid. As part of a visit to Rotterdam, the Duchess visited The Bouwkeet workshop – a local community initiative. The Duchess seemed to enjoy the meeting and even shook hands with the robot, although it’s not known if they exchanged their numbers.

CIRCULATION & SUBSCRIPTIONS AUDITED CIRCULATION Average Net Circulation: 5,771 July 2015 – June 2016.

ToyNews is published 11 times a year by NewBay Media ~ Saxon House, 6a St. Andrew Street, Hertford, Hertfordshire SG14 1JA © NewBay Media 2016. No part of this publication may be reproduced in any form or by any means without prior permission of the copyright owners. ISSN: 1740-3308

SUBSCRIPTIONS UK: £50 Europe: £60 Rest of World: £90 The international cost applies per subscription and covers airmail dispatch of 12 issues To order your subscription via Visa, MasterCard, Amex Switch or Delta contact toy.subscriptions@c-cms.com or call 01580 883 848. Alternatively visit our website www.toynews-online.biz

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