ToyNews issue 163 July 2015 by Future PLC

REDEFINING CONSTRUCTION Heavyweight marketing Integrated digital campaign High profile PR

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No. 163 l July 2015

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Retail l Licensing l Pre-School l Marketing 16 Blok party We speak to Mattel’s Dominic Geddes and Wendy Hill about the firm’s plans for Mega

19 Class act Learning Resources’ Héléne Vernis reveals how the firm is shaping the educational toy sector

24 Movie magic Hasbro’s Stephen Davis talks us through the process of turning iconic toys into box office gold

38 ToyShop UK Debates This month, indies look at whether they should put the tech vs traditional debate behind them

The big build

It’s one of the sturdiest in the industry, and the construction category is set for even further growth this year, with Mattel welcoming Mega Bloks into the fold, big name licensed lines, new STEM concepts, innovations from LEGO and even light up bricks. ToyNews assembles all the big players to find out what’s coming up

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

see what else we do at www.sosound.co.uk or call: +44 (0)20 8661 7979 www.toynews-online.biz SOSO-02270 Strip Advert_AW1.indd

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WELCOME

MEET THE TEAM Samantha Loveday Editor sloveday@nbmedia.com

Billy Langsworthy Deputy Editor blangsworthy@nbmedia.com

Robert Hutchins Staff Writer rhutchins@nbmedia.com

Jodie Holdway Sales Manager jholdway@nbmedia.com

Carole Eagles Account Manager ceagles@nbmedia.com

James Marinos Production Executive jmarinos@nbmedia.com

Nikki Hargreaves Designer nhargreaves@nbmedia.com

Mark Burton Managing Director mburton@nbmedia.com

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

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

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CONTENTS Regulars 06 08 08 09 12 14 38 58

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

Features 16 The Big Interview: Dominic Geddes and Wendy Hill, Mattel 19 Supplier Profile: Learning Resources 30 Anatomy of a Blockbuster Toy: VTech Toot-toot range Licensing.biz 21 News 24 Big Interview: Hasbro Studios Pre-school (sponsored by VTech Baby) 27 News 28 Pre-school opinion Retail 33 News 34 Big Interview: Hawkin’s Bazaar 37 Indie Profile: Grasshopper Toys & Curious Minds 41 Sector Guide: Role-Play & Dress-Up 49 Sector Guide: Construction

COMMENT

Blok rocking beats

Geddes is open in his aim for Mega Bloks to be a really credible challenger in the industry by the end of the year.

IT’S NOT often that a toy brand trends on Twitter. But then, LEGO is arguably more than just a toy brand. For some people, such as Justin – who everyone was rooting for to land his dream job of LEGO set designer in The Secret World of LEGO (the cause of the trending when it aired on Channel 4 last month) – it is a lifestyle. It’s not just LEGO that benefits from such high profile exposure though, it’s the construction sector in general. Already a category with a sturdy foundation (every pun intended), this year should see it grow even further. Our Big Interview stars this issue – Dominic Geddes and Wendy Hill – will play a key part in this, thanks to the plans Mattel has in place for Mega Bloks. Already a well-known name prior to the acquisition, Mega is now benefitting from Mattel’s full offering and resources – growth within the independent retail sector and in Europe is already being seen, and Geddes wants Mega to be a really credible challenger in the industry by the end of year. He was also open in his admiration for the former Mega staff that had made the move over to Maidenhead, saying how valuable and instrumental they have been to the brand’s continued success. Meanwhile, K’NEX is celebrating an increase in UK sales of 400 per cent from last year. It has successfully merged construction with the blaster category, and this year will also see it introduce new STEM concepts. Elsewhere, newcomers such as Magformers (which has already secured listings with Hamleys, and is close to finalising deals with ELC and Mothercare) and Engino (which was recently made an approved Toymaster supplier) are making considerable waves. Meccano, too, is undergoing a major resurgence since its integration into the Spin Master stable, while Laser Pegs is using its USP of light up sets to its advantage. The construction category is now a wide ranging one, with a host of choices for children, adults and all of those other Justins out there. sloveday@nbmedia.com

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NEWS

Le Toy Van on lookout for Irish sales agents By Billy Langsworthy

LeapFrog touts AR as future of pre-school With its toys-to-life inspired Imagicard range, the firm vows to keep pre-school market invigorated with new technologies By Robert Hutchins AUGMENTED REALITY and toys-to-life technology will play an increasingly important role in the preschool market, according to sector specialist LeapFrog. Following the launch of its AR-inspired Imagicards, the firm has outlined its intention to keep the market invigorated by embracing new technologies and keep ahead of the evolutionary curve of the industry. When asked about the impact of AR or toys-tolife technology on the pre-school market, the firm stated that bringing characters to life through tech adds a further dimension to educational entertainment, which you wouldn’t get with a physical toy. “Technology is evolving and this plays a key part in what childhood and education means for children today,” said David Lubliner, marketing director at LeapFrog. “LeapFrog’s mission is to help kids achieve their potential by providing the best educational 06 July

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entertainment and we believe there is a positive place for technology in a child’s development.” LeapFrog’s new Imagicard range brings digital and physical learning together with a collection of over 30 interactive cards that can be brought to life

Patrol and Teenage Mutant Ninja Turtles. LeapFrog already has an enhanced marketing campaign in place for both Imagicards and LeapPad Platinum, and now has high hopes for the success of the new introductions this year.

Technology is evolving and this plays a key part in what childhood and education means for children today. David Lubliner, LeapFrog

on the company’s new LeapPad Platinum to unlock new modes of play. “New technology like this allows us to create new ways for children to discover a love of learning and, through the use of augmented reality, we can offer fun and stimulating, educational experiences – which is at the heart of everything we do,” continued Lubliner. With the new range, the firm will bring a cast of popular kids’ characters to life, kicking off with Paw

The LeapPad Platinum launches with a seven-inch high-resolution screen and a high performance processor later this year. “Reaction from the trade has been positive, with strong listings and retailers have recognised that Platinum is a significant step forward from previous LeapPad tablets,” said Lubliner. “Imagicard has also generated excitement and together there are high expectations for what is the major launch of the year.” LeapFrog: 01895 202840

LE TOY Van is on the lookout for experienced sales agents to represent and promote the firm in Northern Ireland and the Republic of Ireland. Off the back of increased sales, the firm is looking to reach out to independent toy and gift retailers in the region, excluding national accounts and online stores. “Suitable candidates would be expected to communicate with both existing and prospective customers via phone, email, trade shows and store visits,” Steven Le Van, sales and marketing executive at Le Toy Van, told ToyNews.

“We are searching for a hard working enthusiastic, well motivated individual who is passionate about the brand and the wooden toy industry.” To apply, contact steven@ letoyvan.com

Nutty Putty molds sales success for Alphabet Pie Educational, arts and craft line is predicted to be a huge success this summer following a ‘phenomenal’ debut By Robert Hutchins ALPHABET PIE has seen its business ‘grow overnight,’ thanks to the phenomenal response to its most recent launch, Nutty Putty. Since its debut at this year’s Spring Fair, the educational, arts and craft brand has been reportedly inundated with demand for its new range of silicone craft putty, from both retailers and UK schools. The firm is now expecting its line of moldable putty to be a hit product this summer as it embarks on a roster of national marketing campaigns, including a presence at various children’s festivals and educational toy shops. “The early response to Nutty Putty has been

phenomenal, we have been inundated with demand for the product and our business has virtually grown overnight,” Eliana Perdios, MD at Alphabet Pie, told ToyNews. “It is absolutely ideal for the toy market as it is educational, fun, cool, reusable and in line with the National Curriculum for art. We believe our themed sets will be particularly popular in educational toy shops such as Fun Learning.” Nutty Putty is available now and retails at £1.85 for single packs, £9.99 for themed sets and £17.99 for deluxe boxes including glow in the dark putty. “Nutty Putty will be a huge line for the summer,” concluded Perdios. Alphabet Pie: 020 7566 4056 www.toynews-online.biz

6/25/15 16:30

NEWS

Magformers attracts Hamleys and ELC listing Collection of magnetic shapes has seen strong early sales in UK indies and partnerships with major retailers By Robert Hutchins MAGFORMERS IS celebrating a successful UK launch having secured listings within London’s iconic Hamleys toy store this summer. The firm is also close to finalising an agreement with Early Learning Centre and Mothercare, while reporting very strong first weekend sales with various independent toy retailers. Magformers is a collection of magnetic shapes that can be used to build vehicles, animals and more, and has already built up a global community of fans, with strong sales across territories including Korea, US, Russia and Germany. The firm made its UK debut this year at the Harrogate Toymaster show and has since been met with a strong positive

response from retailers across the country. “We have reached an agreement for Hamleys to stock 14 sets from the range of 21 available in the UK from July,” Trevor Smith, Magformers’ European business development director, told ToyNews. “For us this is very important and pleasing as we know how important Hamleys is in the toy business. The reaction to the launch of Magformers in the UK has been very positive, and we are currently discussing a partnership with ELC and Mothercare.” As it looks to build its presence in the UK, Magformers is targeting both the major and independent retailers, a sector in which the range is already being championed. “One store, Fairies and Frogs, was very happy with the reaction to the range

and actually sold eight sets on the first weekend of sales,” continued Smith. “We are now looking for all the major players to stock Magformers, as well as the independent retailers and Toymaster members, who we are actively trying to recruit at the moment.” In the run up to the big showdown at the backend of the year, Magformers is planning to support sales with a Christmas TV campaign, focusing on the fun yet educational aspects of the range. “The campaign will boast brand awareness and show kids and parents what Magformers can do, as well as support all retailers who stock the range,” said Smith. “I am very happy to be part of launching Magformers to the UK.” Magformers: 07585 332587

Gulliver’s Theme Parks opens doors to Irish Fairy partnership Whispering Woods Fairy Trail for young fans and families launches at attraction in Milton Keynes By Robert Hutchins THE IRISH Fairy Door Company has teamed with Gulliver’s Theme Parks to launch its first UK ‘woodland fairy trail’ attraction for young fans and families. The new deal sees Gulliver’s Milton Keynes resort become the first to install an interactive trail called Whispering Woods that encourages families to explore the firm’s world of fairies. The attraction sees visitors engage with eight

fairy doors along the trail, each of which features an accompanying name plaque and QR code that once scanned will offer content such as a story

about the fairy behind each door. In addition, the partnership will also see The Irish Fairy Door Company’s range of

handmade wooden fairy doors on sale in the resort’s gift shop. “This is our first fairy trail in the UK, they have already proved popular in Ireland so we are confident UK families will love them, too,” Niamh Sherwin-Barry, director of The Irish Fairy Door Company told ToyNews. With the first UK Whispering Woods up and running, the firm aims to expand the attraction across Gulliver’s portfolio of parks. “Gulliver’s is an awardwinning family-run

organisation and its ethos is a perfect fit with The Irish Fairy Door Company,” continued Sherwin-Barry. “More than a million people visit Gulliver’s Theme Parks every year. This is an opportunity to further establish ourselves in the UK market.” Dean Kimberley, director of guest services at Gulliver’s Theme Parks, added: “This attraction is sure to enchant and thrill younger visitors to Gulliver’s.” Irish Fairy Door Company: 01279 408208

www.toynews-online.biz July 07

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CAMPAIGN OF THE MONTH / PLAYTIME

Meccano Over 100 years since first launching, Meccano continues to inspire with a revamped look and new innovations. Spin Master details the marketing campaign to help the brand top lists in 2015 CONTACT n Spin Master: 01628 535000 n www.spinmaster.com FOR OVER 100 years, Meccano has topped the lists of young engineers, inventors and builders across the globe. This year, as Spin Master welcomes its latest in innovation – bringing tech and traditional play together with Meccanoid – a contemporary new look will be unveiled alongside new parts, including metallic

pieces and ergonomically designed tools for a simpler building experience. Without losing sight of its traditional qualities, the latest range will feature multiple model sets to encourage builders to unleash their imaginations and create multiple items from a single box.

Also new for 2015 is the firm’s ‘innovative new tech segment,’ as well as some well-known recognisable licences. With all this in store, it’s just as well Spin Master has a marketing campaign spanning TV, online, instore and PR in place.

Tech on TV A heavyweight TV campaign will introduce the new Meccanoid G15 personal robot. The twofoot tall robot is billed as ‘fun to build’ using the latest Meccano parts and can be programmed with an easy-to-use programming option. A second campaign will showcase Meccano’s new 25 Model Mountain Rally themed set in the run up to Christmas. The set allows users to build 25 different models, including a Rally Car and Support Helicopter. It features poseable steering and new flex-panels.

n Each month, Cartoon Network has been the number one kids

08 July

Do Kids Watch More TV during School Holidays vs Term Time?

Kids Commercial Eq. Impacts

2000000

Total TV Kids Commercial Eq. Impacts (27th April - 31st May '15)

May Half Term

1800000 Bank Holiday Week

1600000

1400000

03/05/2015

10/05/2015

17/05/2015

24/05/2015

31/05/2015

Week Ending

Total TV Kids Commercial Eq. Impacts

Source: BARB 2015

This month we have analysed Kids TV viewing over the May half term  Each month, Cartoon Network has been the number 1 Kids commercial TV station. However, across the period. The above chart represents the total Kids Eq. impacts across or a younger audience more kids eq. impacts than commercial TV station. interesting to review the May half term Tiny Pop drew in the largest Kids all commercial TV during 25th May-31st May ’15 and the preceding watching shows such as Cartoon Network. This However, across the May data for the back to school audience with 5% more Kids Eq. impacts than weeks. is potentially due to the half term, Tiny Pop drew in week, and identify Care Bears: Welcome to Cartoon Network. Potentially due to the channel nowwhether  A clear peak is evident over May half term with viewing up by 38% vs channel nowfor accessing a thethe largest kids Tiny Pop its number Care-A-Lot and Stella accessing a new audience on Freeview or keeps a younger previous week. When Kids were off school the bank holiday new audience on Freeview audience with fi ve per cent one spot. and Sam . It will be audience watching shows such as Care Bears: weekend there was another uplift in viewing. Welcome to Care-A-Lot and Stella and Sam. It will be  In terms of Kids commercial TV channels, there was a 14% uplift in interesting to review the data for the back to school viewing vs. the corresponding half term in 2014. week, and is identify whether Tiny Pop keeps its ToyNews PlayTime provided by Generation Media 1 spot. 0207 307number 7900 | www.generationmedia.co.uk Toy News PlayTime is provided by



0207 307 7900

Source: BARB 2015

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This month, Generation Media asks the question: do kids watch more TV during the school holidays than during term time?

Latest Available data at time of printing

n A clear peak is evident over May half term with viewing up by 38 per cent vs the previous week. When kids were off school for the bank holiday weekend there was another uplift in viewing. n In terms of kids commercial TV channels, there was a 14 per cent uplift in viewing versus the corresponding half term in 2014.

Retail robotics Standout POS materials will be created to promote Meccanoid in-store and Spin Master will support with online assets across the whole Meccano range. Innovation inspiration Meccanoid G15 KS has already proved a PR hero with television appearances on BBC Click and The Paul O’Grady Show so far this year. As well as a Meccano World Record attempt coming up in September, Spin Master will also be running a number of Meccano education initiatives throughout the year to deliver the STEM message to kids, promoting real-life engineering to encourage them to stretch their imaginations.

Playtime n This month we have analysed kids TV viewing over the May half term period. The chart represents the total kids eq. impacts across all commercial TV during May 25th to May 31st 2015 and the preceeding weeks.

Media master A new Meccano website will be launched in August and Spin Master will run a digital marketing campaign, including pre-roll activity, in Q4. Meccano also has an extensive following on social media channels too, including Facebook and Twitter, which are leveraged all year round.

www.generationmedia.co.uk

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NPD RESEARCH

Retail Sales Trends

Properties

Action figures, plush and pre-school shine in flat month WHILE THE UK toy market was in steady growth for the first four months of 2015, May was the first month with value flat and volume down 28 per cent. This slow-down is partly indicative of how strong the market was in May 2014 with the World Cup Stickers and Loom Band trends taking off. However, 2015 is still showing strong performance in other areas with eight out of 11 super categories in growth – four of them in double digits. Action figures remains the fastest growing area with an additional £2.7m, contributed through The Avengers franchise, as well as categorystaple Transformers and Minecraft properties adding to the increase. Plush was also in growth, up 23 per cent with pre-school licences Peppa Pig, In The Night Garden and Paw Patrol all performing well. The pre-school market is starting to show some growth, with Little Tikes increasing sales strongly for the third year in a row, up 15 per cent and now the number two property year-to-date across the total toy market behind Disney’s Frozen. VTech Baby is performing well with growth of 22 per cent,

Best item progression MAY 2015

The Simpsons Minifigures

LEGO has enjoyed a storming month with The Simpsons licence, moving up from 2,814 in April to the number one position in May.

Sales UK toy sales

(value, year-to-date)

YTD 2014

YTD 2015

Source: NPD

Average toy price while Peppa Pig and Thomas and Friends are also in double digit growth. New launches like Paw Patrol and Half Shell Heroes are also contributing, particularly in pre-school figures and play-sets. “The infant and pre-school area is one of most important categories of the toy market, as well as the largest,” said Jez

Fraser-Hook, practice director of NPD Group’s toy business in the UK. “This year has started to see the balance between traditional and new work well, with sales starting to reflect that not just in the core toys area, but those brands and licences stretching into other categories like outdoor, plush and arts and crafts.”

MAY ’14: £5.74

MAY ’15: £7.94

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

May 2015 (Unit sales – volume)

1THE SIMPSONS MINIFIGURES

LEGO

2. SMART TRIKE 4 IN 1 TRIKE MOOKIE

2. HOT WHEELS BASIC CAR ASSORTMENT MATTEL

3. LEGO MINIFIGURES LEGO

4. AVENGERS FIGURES TITAN HASBRO

4. MATCH ATTAX 2014/15 TOPPS

5. COZY COUPE 30TH ANNIVERSARY

LITTLE TIKES

5. SHOPKINS 2 PACK FLAIR

LEGO

6. WCS MATCH ATTAX EXTRA 2014/15 BOOSTER TOPPS

7. SHOPKINS 2 PACK FLAIR

7. PLAY-DOH SINGLE TUB ASSORTMENT HASBRO

8. ALL SURFACE SWINGBALL MOOKIE

8. LEGO MIXELS LEGO

9. MARVEL SUPER HERO MASHERS 6-INCH FIGS HASBRO

9. MAGIC BOX ZOMLING BAGS ESDEVIUM

10. HOT WHEELS BASIC CAR ASSORTMENT MATTEL

10. PLAY-DOH CLASSIC FOUR PACK HASBRO

6. AVENGERS THE HULK BUSTER SMASH

Notes: All participating NPD retail data suppliers provide weekly data via epos systems. NPD figures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. Epos sample includes the following retailers: Amazon.co.uk, Argos, Asda, Boots, Debenhams, ELC, Firebox, Freemans, Grattan, Halfords, Hamleys, HMV, John Lewis, Marks & Spencer, Mothercare, Next, Play.com, Sainsbury’s, Shop Direct, Tesco, The Entertainer, Toys R Us, Toymaster, WHSmith, Wilkinsons. NPD estimates that the epos now accounts for 78% of the total toy market.

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01932 355 580 July 09

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APPOINTMENTS

Industry moves This month, ToyNews begins the farewell proceedings for long-term industry personality, Samantha Loveday, Martin Grossman sells his share of H. Grossmans and Winning Moves is as our team of the month TEAM OF THE MONTH WINNING MOVES Who’s in the team? We have a small but amazing sales team handling all the national accounts (pictured right) and a team of six agents who handle the independents in the UK and Ireland. We have Richard Knights, chief commercial officer, who having spent 16 years in the socks industry, has jumped into games. Then we have Kay Thompson, our senior national account manager, boasting 22 years experience in the toy and game industry. Jon Wheatstone is our key account manager, who joined us just seven weeks ago, having worked at World Play as an account manager for four years.

TOYNEWS nAfter ten years with the publication SAMANTHA LOVEDAY is stepping down from her role as editor of ToyNews and Licensing. biz. She has worked on the title since 2005 in various roles, becoming editor in January 2011. Since its launch in 2007 she has helped grow the Licensing.biz website from industry newcomer to market leader. BILLY LANGSWORTHY will take over the editorship of both titles from July 17th. He will be supported by H. GROSSMANS n

Industry stalwart, MARTIN GROSSMAN has sold his share in his UK and Hong

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The sales team is completed with Jamaal Bennett-Patterson, our junior account manager who has joined us straight from college. What have been your biggest successes of the last 12 months? Our biggest success of the last 12 months has to be Frozen Top Trumps with over 400,000 units sold. The most exciting product launch for us will be the Game of Thrones Monopoly, this will be our biggest Monopoly launch in recent years. Elsewhere, we have had a busy time re-structuring and increasing the sales team. Early results have been very positive and

with the new licences and products we are launching this year, we should be able to reap the benefits. What is the hardest part of working in the toy industry? The hardest part of working in the industry has to simply be getting to know it. Kay has been with us for

as he and his co-director CAROLINE BROTHERTON prepare to continue within the business going forward.

ROBERT HUTCHINS who has been promoted to deputy editor. The new team will be completed by RHYS TROAKE who joins as staff writer. NewBay Media would like to thank Loveday for all her hard work and wishes her luck with all of her future endeavours. Kong business. Ownership of the firm has now passed over to MARK WALLS (pictured left) and DANIEL MCLOUGHLIN (pictured right). Both take over the firm having previously held executive roles at HTI. Under the new deal, Grossman will remain a shareholder and director

JUMBO n The games specialist has appointed STEWART MIDDLETON as its new MD. Middleton joins the company with a wealth of experience and knowledge from his time in the toy industry. His experience includes sales roles at Mookie Toys and latterly TP Toys. Middleton steps into the role following the departure of GRAY RICHMOND in early June. DKL MARKETING n The firm is bolstering its UK sales and customer service teams with the appointment of three new team members. KATE REDLEY and VICKI

five months and has made a huge impact on the way we deal with our accounts, showing a real eye for detail and giving a much stronger support to our retail partners.

work with fun products day in and day out.

What’s the best part of working in the toy industry? That has to be getting to

Who makes the best cuppa? Hands down, it’s Kay. It must be the feminine touch.

ROBERTSON have both joined the firm’s sales team. Meanwhile, the triple appointment is completed by AMY CHAPMAN who will now work within the customer service team. KD UK n The appointment of PAUL DEARLOVE sees the firm strengthen its sales team. With over 15 years experience working with the likes of Crayola, Blueprint Collections and MV Sports, Dearlove steps into the role of national account manager. GOLDEN BEAR n The pre-school specialist has boosted its research and development team with a new appointment. EMILY NICHOLLS has joined as assistant product manager. Nicholls boasts considerable experience

Who is the office joker? That has probably got to be Jon, although he and Jamaal have a healthy rivalry.

across the company and has been involved in the toy industry for a number of years. In her new role, she will work on many of the firm’s pre-school brands. CLICK n PAUL MITCHELL has joined the team and will be responsible for sourcing new product for the business. The former Toys R Us merchandising manager joins as a consultant and will work to source new lines and maintain positive relationships with suppliers. THE ENTERTAINER nThe retailer has hired MARK CAMPBELL as its new finance director. Campbell will be working closely with the senior management team with responsibility for all aspects of the financial management of the group.

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6/25/15 16:41

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22/06/2015 16:43

OPINION

Deal or no deal Following news of some major acquisitions in the industry, Steve Reece outlines some key considerations that toy companies looking to buy other toy companies will look for THERE HAS been a recent raft of acquisitions in the toy industry, and another set of toy company owners are set to sail off into the sunset with a golden farewell in hand. According to some accounts, the latest transactions are not the only ones on the way, with several others pending. Yet this is not a new process, the toy industry is dominated by family owned, or once family owned companies. Hasbro, Mattel and LEGO all started as family companies, and tomorrow’s Hasbro is today’s family run start up. Family owned companies usually experience generational changes,

either the younger generation brings in restless energy and a desire for change or to make their mark, or the older generation sells on at some point to fund a comfortable retirement.

(eventually) sell out. We help them set up and where necessary transition the business for a sale to maximise the potential buying price and to broker the most beneficial deal for the owners.

Longevity is key. If you were buying a car, you wouldn’t pay top dollar for a clapped out old banger on its last legs. So the process is cyclical with companies edging closer to this transition point all the time. My company is sometimes asked to advise those toy company owners looking to

From this work, we’ve identified some key considerations that companies looking to buy other companies will look for. Firstly, longevity is key. In the same way as if you were buying a car, you

wouldn’t pay top dollar for a clapped out old banger on its last legs. A degree of certainty about the longevity of a company is critical in most cases. Secondly, strong business foundations are highly valued. A business which is over reliant on third party licences for instance will not fetch as high a price or garner as much interest as a company which has built and owns trusted brands itself. Moreover, a company overly dependent on one or two customers may be perceived as a risky investment versus one with a broad distribution matrix. Finally, and perhaps most important, is that owners

seek to build a self-driving asset that either doesn’t need them in the business to keep it working, or where their role is fairly easily replaceable. If you are still the most valuable asset your business has, and you will inevitably leave it after selling out, then it’s silly to expect an investor to buy it at a premium without the major driving force remaining. It’s always an easier process and often a more lucrative transaction if your business no longer relies on you to run it to continue to perform. So we usually suggest making this transition before starting the sales process.

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

Eight steps to transforming your marketing strategy with an app game Hannah Peers, media and marketing co-ordinator at game studio Amuzo, explains why more toy companies should be embracing the wonderful world of branded app games AMUZIO IS A team of 26 self-confessed big kids with a wealth of experience developing app games for some of the world’s leading brands to market their products, increase awareness and deliver company messages. We want to share with you the eight reasons branded app games are such an effective marketing tool that will excite, engage and connect your audience like no other marketing media (we like to think it’s not a coincidence one of our main clients, The LEGO Group, also happens to be the most powerful brand in the world). 1. Fun First. The number one most important ingredient. With lack of fun

comes lack of engagement, and without consumer engagement your business objectives have fallen at the first hurdle. Fun naturally leads to longer periods of interaction and, therefore, customer retention. Simple. Fun first, message second. 2. Pick up and play. The ease at which your audience can access your brand is invaluable. Mobile games

are accessible anytime, anywhere, increasing the opportunity for brand interaction in an unobtrusive way that suits the consumer. 3. Knowing your audience. Analytic tools give access to very specific information about consumer behaviour. You can determine what motivates your audience, engages them and encourages them to

continue playing. Then, using this information, games can be continually tweaked and adapted to suit. 4. Personalisation. The more personal the experience, the more connected the customer will feel with the brand. Whether it’s styling your own character or designing a customisable vehicle, these experiences allow a player to put their own stamp on the game. 5. Multiplayer. The more the merrier. Playing on your own limits the amount of fun you can have. The multiplayer options games offer encourages the involvement of multiple people at one time. This widens the scope of your brand reach whilst inciting interaction

and engagement between numerous individuals. 6. Utilising existing rivalries. Whether this is boys vs girls or cat vs dog lovers, taking advantage of rivalries that exist makes the product relatable and creates a sense of competition that will engage consumers. 7. Current trends. Theming a game around current news, events or trends adds the sense of relatability, connecting the audience with what they have a personal vested interest in. 8. Rewards. These offer players a sense of achievement and gratification, motivating them to continue on to the end prize and interact with your brand for longer.

Amuzo is an award-winning game studio by the sea in sunny Bournemouth, England. For more information about how Amuzo can transform the way you market your toy brand or product, contact the firm’s chief merry maker, Fleurie Forbes-Martin, at fleurie@amuzo.com or on 01202 204 851.

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OPINION

Gender defender A Girl for All Time’s Frances Cain explores why the toy industry still needs to offer ‘boys’ and ‘girls’ products, without telling kids that one is better than the other RECENTLY I came across an article in the Chicago Tribune by the brilliant Heidi Stevens in which she spoke about the fallacy of shielding boys from reading books that star girls in them. In Steven’s article, she interviews author Shannon Hale (who is female), whose books are strictly categorised as ‘girls books’ because some of them, but not all, feature a female protaganist. In fact, at a recent Book Day launch in a local school, Hale’s audience consisted only of girls. The boys were shuffled off elsewhere while she gave her presentation. She was told the boys would

not be interested because there was a girl on her book cover. Yet when male writers presented their books, with boys on the cover, both boys and girls were included in the audience. Hale goes on to add that the belief that boys won’t like books with strong female protagonists and the shaming that can occur from parents, peers, etc if they do, sends the message that girls, and their stories, are second best and not worth reading about. This hit very close to home for me, not only as a mother but also as a designer and manufacturer/publisher

of books and toys that feature strong girl protagonists. It’s a dangerous message to give our boys – and our girls – that boys won’t be interested in what girls do or think. Just imagine an entire school full of boys being told that they won’t be interested in what a (female) author has to say about books she has written that features girls. With 50 per cent of our population being female, we are telling our children from an early age that half of the human race is second rate. This can easily be extrapolated to the toy industry and the playground.

How many of us have heard the word ‘girlie’ thrown around in a derogatory fashion, amongst children? And, if we’re honest, amongst adults? And as parents, shop owners, manufacturers, and major brands we can – and should – be counteracting this by offering boys and girls toys that appeal to both without telling them overtly or covertly that one is better than the other. Letting children choose their own play patterns without imposing our own ideas of what is ‘right’ or ‘wrong’ for them will encourage children to explore their own individual

likes, dislikes and interests, and will help them grow into adults who can relate to and empathise with the world around them. Am I suggesting that we strip toys of having either feminine or masculine traits and making them all gender neutral? Absolutely not. I love that our range celebrates all things ‘girlie’ and does it in an intelligent and thought-provoking way. The fact is that we are all either one gender or the other, and the toy and book industries need to reflect - and celebrate - this fact in a creative and engaged way that embraces all children and helps them become tolerant and thoughtful adults.

Among her many notable accolades, Frances Cain is the owner of an internationally successful brand - A Girl For All Time - and is also the UK Chair for the Women in Toys organisation.

Rise to the #toylikeme challenge Rebecca Atkinson, co-founder of online #toylikeme campaign, explains why the toy industry needs to wise up and start including positive representations of disability in their products AS A mother with disabilities myself, I have long wondered why my children’s toys (and my own before that) have almost no representation of disability. In the real world, 150 million children have disabilities. In the toy box world almost no-one does. So in April, I co-founded the online #toylikeme campaign calling on the industry to rethink how they exclude disability from their products. The campaign began by asking followers to post pictures on Facebook of toys that positively featured disability. There was near silence. So we plundered our children’s toy boxes as they

slept and began giving their toys makeovers to feature wheelchairs, hearing aids and white canes. Like a match to a firework factory, within days #toylikeme had gone viral with an image of a deaf Tinkerbelle with a cochlear implant and a

Moxie doll with a Kaywalker being shared and viewed by thousands of parents the world over. Soon after, the world’s only 3D printing doll firm, mymakie.com, answered the campaign call and started to produce dolls with disabilities. Then the

spotlight fell on Playmobil with an image we had created of their much loved plastic figures which juxtaposed disability with fancy dress box fun for the first time in toy box history. We wanted to show Playmobil how they could represent disability in a new and exciting way and help reframe how children view human difference. Disability representation doesn’t have to belong in hospital play-sets. You can have wheelchair wizards, hearing aid wearing pirates and blind princesses, too. Inspired by the #toylikeme campaign, Playmobil, to our delight, have now become the first global brand to publically commit

to including and positively representing disability in future play-sets. Children with disabilities and their parents pose a huge global market which has until now been largely underserved and ignored by the toy industry. There is a howling gap in the mainstream High Street toy market for toys which positively reflect disability to all children, and show that difference is a normal part of human life. Makie and Playmobil have risen to the challenge. Now we hope the rest of the toy industry will follow suit and help generations of children grow up with a more positive attitude to human difference.

Rebecca Atkinson is a freelance journalist and creative disability consultant. She is available for design and development consultation and disability toy market insight for companies looking to include positive representations of disability and difference in their products. Toy Like Me can be contacted at @toylikeme or at Facebook.com/toylikeme.

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THE BIG INTERVIEW

Building Bloks

Dominic Geddes, Mattel’s VP and Country manager, UK and Nordics, and Wendy Hill, Director of Brand Activation at Mattel UK, tell ToyNews about plans to build Mega Brands into a serious global force You’ve had Mega Brands for over a year now. How has the relationship developed? Dominic Geddes: It’s obviously a major part of our strategy and it’s a big acquisition for us. It’s a gap in our portfolio as we’re entering construction but at the same time, we’re entering an incredibly competitive category, with one manufacturer already owning a large share. To get into the category and make a mark is quite a challenge, but the excitement is that there are parts of that business where we think there are some fantastic opportunities for ourselves and the trade including First Builders and the licensed side of the business. 16 July

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Now we’re starting to integrate, we’re seeing big opportunities in bringing the Mattel magic to construction with our marketing and distribution expertise. There’s a big difference between having a small sales team and having the stretch that Mattel has across the UK and Ireland. For lots of different reasons, we feel it’s really exciting and the reception from the trade has been very strong. They’re looking for a complimentary brand. Wendy Hill: We’ve got big plans for the Mega business including strong growth targets that we want to put into play over the next five years. It’s about growing share and driving that business.

First Builders is really important to us. It’s the entry into the brand and where it all begins. We think we have a real point of difference because it’s age appropriate and the blocks are easy for pre-schoolers to build. It’s about building that relationship and dialogue with mums and making that connection, similar to what we have built on the Fisher-Price side of the business. We know that mums and parents relate to the construction category as it is a play pattern that is creative and imaginative. It’s about making mums aware there is an alternative brand out there and driving that harder through our marketing message.

Elsewhere, we have some fantastic TV drivers on really exciting items. We’ve got a great item for autumn/winter this year within First Builders which has a great TV ad. We also have the licensing business including Minions, and you just can’t get away from Minions. The movie is going to be phenomenal. And does this cross into First Builders or are there no licensed elements within First Builders? WH: There’s First Builders and then there’s Thomas as we head into pre-school licensed construction. Our core Thomas business is having a fantastic time this year and we’ll be TV advertising

Thomas within Mega this autumn/winter.Then we move into the older age toys like Minions. The block size changes as children get older and more dextrous. There are different licences coming in the next few years which we can’t reveal at the moment, but next year we’ve got a really exciting licensed portfolio, which is where Mattel is making a difference to the Mega business. There are partnerships we have that Mega may have struggled to secure, so it’s very exciting. When does the marketing activity around First Builders kick off? WH: It’s already started. We put First Builders onto TV www.toynews-online.biz

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THE BIG INTERVIEW in spring/summer, so we’ve started to expand the marketing programme. It’s not just about TV advertising. As we do with Fisher-Price, it’s about having that dialogue with mum and making sure we’re reaching her in the right place where today’s mums are. Digital is a big part of that mix because that’s where she’s spending a lot of her time. We want to say that Mega is there and it’s different. Mums get construction and obviously LEGO do a fantastic job communicating that. We want to say we’re here too and there’s value to be had in our product. DG: The Milkshake sponsorship has been very successful, and that’s an example of that Mattel firepower and the influence we can have there. The other thing is the licence application. It’s exciting and there’s an awful lot to come. The trade support is also very good too. The colleagues we managed to retain from Mega’s Oxfordshire premises have settled in really well and are doing a great job. I think they’re really pleased to be a part of the Mattel family and they’re able to use the bigger resources of Mattel to leverage what they’re doing.

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Of all the acquisitions we’ve made in recent times, we’ve managed to retain more colleagues from the acquired company than we’ve ever been able to do since the Fisher-Price acquisition. That has been very valuable in the continuation of success. The current Mattel sales team are getting inducted into the brand and understand the new category. From an independent point of view, Mega Bloks had limited penetration

There are some quick wins just by doing what we do, let alone the product, R&D and licensing applications that are on the way. Has anything you weren’t expecting arisen from the acquisition? DG: You’re always going to find things; it’s a bit like when you acquire brands. With something like the sell-off period from the previous incumbents of Thomas, it can take you quite a long time to work

We want Mega to be a really credible challenger in the industry. Dominic Geddes, Mattel

of the independents. We’re now able to go directly to firms like Toymaster, who we see as a very valuable partner moving forward. They’ve engaged the brand very well and it’s almost completely new distribution. We see all those things as areas we can get to because of our distribution network that Mega weren’t able to access. The same applies to the Irish market too. We have a relationship with Smyths that is slightly different to the rest of Ireland. Wendy and her team will be able to deliver on the brand marketing and brand activation plans and Michael [Hick] and his team will be able to get the distribution for us.

through some of these. There are always pockets of inventory you find that you perhaps weren’t expecting. Mega was an acquired business and there were levels of inventory in certain retailers that were probably a bit high than we thought in some cases. We expected it, but you just don’t know where to expect it until you get live on the pitch as it were. But there’s nothing that we can’t cope with. In lots of respects, it’s business as usual. The Montreal factory is still there and the relationship with the retailers is still there as well so there’s a lot of continuity.

Will the Mega Barbie sets continue? WH: There are exciting new developments next year for Monster High. Barbie will still be in the range, but there’s more to come from Barbie in future years. The exciting developments within Mega’s girl portfolio in 2016 are around Monster High. Mega has some exciting Minions lines on the way... WH: It’s always difficult to predict the life cycle of entertainment properties, but it’s definitely not just a movie. It has greater longevity than that. People love them as characters. It doesn’t matter how young or old you are, you can’t help but find them intriguing and amusing. And where do you see growth areas? DG: It’s in Europe where we see some really big gains with Mega. Athough the UK team was relatively big, in Europe it wasn’t. David Martin, Mary Price and the team in the UK were operating out in Europe trying to get distribution, with probably no more than one person per territory. So there are big gains in Europe, albeit off of a very low base. The UK market was by far the most developed market for Mega outside of

North America. They did a great job in the UK with very limited resources. There were some territories that were untouched completely and areas where we’ve just had a distributor presence, such as Russia. What do you want to achieve by the end of 2015 with Mega? D: By year-end, we want Mega to be a really credible challenger in the industry and that First Builders gets the authority we think we can achieve at Mattel. There are two initial opportunities. There’s the First Builder statement, to accelerate growth and gain presence at retail, and then there’s the development of the licensing business, which will come through.

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SUPPLIER PROFILE

Font of all knowledge For over 21 years, Learning Resources has been providing teachers, SEN specialists and High Street consumers across the globe with educational toys. Robert Hutchins chats with head of UK and international sales, Héléne Vernis, about how the company continues to grow and expand

ANT AND DEC were better known as PJ and Duncan from Byker Grove when Learning Resources embarked on its mission to shape the face of the educational toy sector. The year was 1994, sales of wet-look hair gel were through the roof, and the now award-winning, global toy supplier was just beginning to make a name for itself in the industry. Fast forward 21 years, and it’s safe to say that the world has become a little better educated and it is with thanks to Learning Resources that the educational toy sector has seen a shift from the peripherals to the centre of consumer demand. And if Learning Resources’ year on year growth figures attest to anything, it’s that the lines between the educational and the consumer markets are becoming increasingly blurred. “We have seen year on year growth since we launched and last year we achieved an overall company growth of 29 per www.toynews-online.biz

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cent,” Héléne Vernis, head of UK and international sales at Learning Resources, tells ToyNews. “Since the launch of Learning Resources, educational toys have evolved to meet the demand of parents who want added value in

Learning Resources, the firm is looking to continue its mission to evolve and innovate the educational toy market, with new product lines for 2016, all charged with ‘making learning fun.’ “An example of this is our Top of the Tables! Game

Last year we achieved overall company growth of 29 per cent. Héléne Vernis, LRUK

products. Our presence within the education and retail market in the UK is evenly split and we are seeing growth in the consumer market as parents are looking for added educational value.” It is in this respect, Vernis believes that the business has helped shape the way educational toys are perceived, by “creating engaging games and resources that make learning fun.” An oxymoron to some, a challenge to others and a way of business for

that encourages kids to recall their times tables up to 14,” continues Vernis. “We have received very positive feedback that the football theme and interaction of the game makes times tables come to life, so that learning this vital area of the National Curriculum becomes enjoyable.” The company has also seen growing demand for its latest science and construction ranges in a portfolio that has now doubled in size, thanks to a slate of new additions.

“Our Design and Drill construction range combines creativity with construction and has been popular because of the combination of hands-on creativity and problem solving while developing fine motor skills. “Science ranges such as Primary Science and Nancy B’s Science Club have proven to be very popular, too as they both encourage outdoor exploration and an early discovery of science.” Learning Resources is also armed with a team of in-house educational specialists with a remit to liaise with teachers and parents to ensure that all products meet the criteria of the ever-changing National Curriculum. An increased awareness of the SEN category, too, has now seen it move closer to the High Street, with indies becoming more involved in the market. ”There is a lot more awareness for the SEN category and we have found that independent and specialist retailers are supplying to local

schools and groups and are generally becoming more involved in the market,” explains Vernis. “With the recent change in SEN policy, the necessity of the market is becoming more apparent.” With an eye on the educational and SEN sectors as well as the consumer, Learning Resources not only has government policy changes to contend with, but the changing shape of the High Street, too. “We regularly attend trade toy fairs and from this we gain a clear insight into what trends are popular. We see about 50 per cent of our retail sales in the fourth quarter. “This Christmas we have some exciting product lines, such as the Play by the Book game that gets kids talking about literature and films through a board game that encourages talking, singing, acting and sketching. “We have an extensive range of new products lined up for launch in January 2016. We are excited to see what the new lines bring.” July 19

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Over 1,000 exhibitors from 50 countries expected at Kind + Jugend 2015 UK’s own Baby Products Association set to be one of the biggest exhibitors at this year’s Cologne show By Billy Langsworthy THIS YEAR’S Kind + Jugend, which runs from September 10th to 13th, will be welcoming over 1,000 exhibitors from around 50 countries, with the UK once again well represented. The show saw 80 companies from the UK exhibit in 2014 and it expects a similar number to showcase again this year. “The fair is almost booked out,” Thomas Postert, Kind + Jugend project manager, told ToyNews. “Last year, we had over 20,000 visitors from more than 100 countries. We’re expecting similar figures this year, including all the important buyers for quality baby and child clothing and gear, more than at any other fair. “The Baby Products Association from Great

Britain, along with the British Pavilion, is once more going to be one of the biggest exhibitors at Kind + Jugend.” Robert Anslow, MD of the Baby Products Association, added: “Kind + Jugend provides the prime opportunity to see spring and summer collections for the following year and the scale of the show

is unrivalled with buyers guaranteed to see products from all over the world. “Once again the BPA is hosting a UK Pavilion in Hall 11.1 and all British visitors are welcome to join us for hospitality and networking.” This year’s show will host some of the most important companies in the baby and children’s outfitting sector, as

well as holding the Innovation Award, the Kids Design Award and the Consumer Award. “Kind + Jugend has an impressive line-up once again in 2015,” continued Postert. “All of the key players will be present in Cologne, and will introduce products of the highest design, safety and usage quality to the trade audience. This year,

the trade fair is even going to be a little bigger.” So why should the UK trade make the trip? Alongside the show’s Trend Forum, which sees industry experts provide information and specific assistance to specialist retailers in lectures and discussion rounds, Postert believes Kind + Jugend is unique in how it delivers “such a wide and highquality overview of the current developments and market trends”. “All of the important players come together in one location at the same time,” said Postert. “No other event provides specialists with such a wide and highquality overview of the current developments and market trends.” Kind + Jugend: +49 1806 117017

Hippychick expecting big things for BoiKido Product lines and distribution to be expanded after positive early success for company’s wooden range By Samantha Loveday HIPPYCHICK IS looking forward to a strong remainder of 2015 at retail with its new wooden collection, BoiKido. The firm is confident that the toys are set to become an integral part of a child’s room and the family home. There are a number of interactive toys to choose

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from including educational number and word games, funky themed puzzles, building blocks, musical toys and walker/ride ons. “We want to be able to offer retailers an alternative wooden toy range that is bright and colourful, fun, universal and that focuses on educational learning and learning through play,”

said Alan Houghton, sales manager at Hippychick. “BoiKido is also a very universal range for both boys and girls. It is all about a family of animals which adds a warm feel to the range and another fun aspect to the toys.” The recent UK relaunch has gone down well with retailers, according to Houghton, and expansion

of both the product lines and distribution is on the cards. New items are being lined up for arrival throughout July and August. Julia Minchin, Hippychick MD, added: “[By the end of the year] we would like to have established BoiKido as a mainstream, well regarded brand of toys across the UK.” Hippychick: 01278 434440

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NEWS

Comment Appy days Jason Krogh, CEO at app company Sago Sago, explains how the digital children’s space is changing and why he feels the debate around young children’s use of technology is finally maturing. AS A team, we built some of the earliest pre-school apps available back in 2008/2009. At the time, a lot of kids’ digital apps were story-driven video games meant for older kids that developers would try to make younger through a slight change to the design. Or they would be educational flash card style apps that you would’ve seen in a preschool 40 years ago. One of our very first apps, Sound Box, which we launched seven years ago, saw kids touch the screen to create a musical circle and kids can move the screen around to make music. It’s a musical toy. From the outset, we approached apps as toys that children can interact with and form their own rules and narrative with. Parents and kids have both responded positively to this. The digital space has matured tremendously since we’ve been around. You’ve got everything from mums and dads building apps in their basement to the likes of Disney and Nickelodeon, all on the same shelf and all competing against one another.

The whole tech versus traditional debate, and ‘tech is bad for kids’ thing in general, comes down to quality apps versus poor apps. It’s exactly the same for quality toys or any other goods. We’re maturing in terms of that debate. As a parent, there’s a lot of room in my daughter’s life for virtual play as well as physical play. It’s not an either/or. There are opportunities that virtual play opens up that I’m super happy to have access to. I see my daughter making her own movies, I see her recording her voice, I see her watching videos about the moon. But then I think about bedtime. It’s not really a space for the iPad in our house. So I think we’re moving past the ‘tech: bad’ ‘physical: good’ viewpoint. We’re now having a more nuanced discussion about what is tech really good at and what are physical goods really good at. It’s that which has driven us into physical goods, because there are all kinds of problems to be solved that don’t necessarily involve tech. There are things to learn in all of these spaces.

Jason Krogh is CEO at app firm Sago Sago. He can be contacted online at www.sagosago.com/contact/

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Hardenberg&Co set for exciting 2015 with Sassy “Sassy is truly committed to being the brand of choice in the UK for educational toys that can be trusted for developing babies” By Billy Langsworthy HARDENBERG&CO IS looking forward to an exciting summer and beyond with the Sassy brand. After a positive launch at the Harrogate International Nursery Fair back in March, the range has been met with open arms by consumers and retailers alike. “We’re thrilled with how the Sassy brand has been received by both retailers and UK parents too,” said Marc Hardenberg, MD of Hardenberg&Co. “We’ve been talking to plenty of exciting toy retailers who can see the value in the Sassy brand and are keen to get Sassy into their stores. “Following our Sassy Toy Tester campaign, we were delighted with the volume of applications from UK parents wanting to claim a free toy and then trial this with their baby and share their Sassy journey with us.” The firm is now readying some new additions to the range set to launch at retail this summer. Hardenberg added: “Sassy is truly committed to being the brand of choice in the UK for educational toys that can be trusted for developing babies. “There are some adorable buggy toys, great to keep baby entertained out and about and come in a number of characters and styles to collect. We’ve expanded the two-in-one highchair toys too, making

dinnertime more fun and engaging with the new Sensation Station. “For gifting we’re launching some beautiful Sassy products, perfect for a baby shower or new baby gift. The Bumpy ball offers stimulating textures, patterns and sits beautifully within gift packaging. The Loopy Ball is great to look at and really develops baby’s motor skills with pinching and playing with all the loops. “Lastly we have some great new rattles and electronic key sets that will put a smile on baby’s face with textured buttons and fun car sounds too. “What makes Sassy toys so special is the unique approach to develop baby’s developing senses; touch, vision, hearing and taste.” The firm has also launched a new trade site to help grow the brand in the UK and open up a more direct

means of communicating with customers. Looking further ahead, the company is confident of having a great Q4 with the brand. “We’re enjoying working with the Sassy NPD team,” said Hardenberg. “They’re so passionate about what they do and never rest. We’re seeing so many new ideas coming through for future product lines and the team move so fast in getting these to market at the right price. “I can’t say much about the 2016 product lines, but from what we’ve seen there’s some great toys coming through that make excellent line extensions and some brand new additions too. Not only do the new products have that Sassy style, but they also all genuinely aid baby’s development as designed to do.” Hardenberg&Co: 01785 503305

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ANATOMY OF A BLOCKBUSTER TOY

Anatomy of a blockbuster toy:

Since its launch only four years ago, VTech’s Toot-Toot brand has become a staple of the pre-school sector, embracing both tech and digital on the way. Senior brand manager, Charlotte Drake, tells Robert Hutchins how Toot Toot embarked on the right track to became a number one toy in the infant market IT WASN’T too long ago that a toy’s scope extended little further than the playroom. Times were that when playtime was over, you left your push-along dump truck in the sand pit and your toy ambulance – somewhat ironically – at the foot of the stairs. But for in 2011, preschool specialist VTech introduced a brand that would see toys enjoy a life far beyond the confines of any toy box. Now in its fifth year, VTech’s iconic Toot-Toot brand has become a staple of the pre-school sector, commanding not only the toy shelves of retailers 30 July

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across the globe, but the tech and digital space, too. What started life as a single Garage with six individual cars has since grown nine-fold and today the Toot-Toot Drivers range doesn’t just boast over 13 play-sets and a cast of 51 characters, but a digital world consisting of nine animated episodes on YouTube, and counting. Couple this with the brand’s incorporation of Smart Point Technology, allowing toddlers to engage with the toys and their surrounding environments in new and educational ways, and it’s easy to see why Toot-Toot has

Parents regularly post pictures on VTech’s Facebook page of the Toot-Toot worlds that have been created in their front room. Charlotte Drake, VTech

managed to build such a global community of fans. “The Toot-Toot Drivers phenomenal success began instantly,” explains Charlotte Drake, Toot-Toot senior brand manager at VTech. “After Christmas 2011, VTech’s social networking accounts erupted with parents requesting additional tracks, as well as suggesting the next range

of vehicles to be added to the collection.” Five years down the line, Drake tells ToyNews that this is still very much the case. “Parents regularly post pictures on VTech’s Facebook page of the Toot-Toot worlds that have been created in their front room, and with the inclusion of the Toot-Toot

Animals range in 2014, Toot Toot has shown staggering growth of 103 per cent this year alone.” In truth, the brand has seen such global popularity that it has not only been instrumental in helping VTech achieve its 26 per cent growth year to date, but has consistently helped the firm hold its position as number one manufacturer within the UK’s infant toy sector, boasting a 16.5 per cent market share. So far this year, sales of both Toot-Toot Drivers and Toot-Toot Animals have shown no signs of slowing, and with regular refreshments being made www.toynews-online.biz

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ANATOMY OF A BLOCKBUSTER TOY to the collections – from changes to individual packaging to changes in marketing plans – it would appear the brand is only just warming up. “Changes to packaging have helped push sales of single Toot-Toot Drivers cars even further,” added Drake. “And with marketing plans undergoing a refresh, moving from one TV ad in 2011 to six TV ads for 2015 as well as a year-long partnership with Tiny Pop, we aim to maintain the range’s number one infant position throughout 2015 and 2016.” And helping to keep fans and youngsters fully immersed in the world of Toot-Toot long after playtime comes to an end, VTech has even created a series of animated short features, starring the cast of the

TOOT FORCE WHILE TOOT-TOOT Drivers may be shifting through the gears at top speed with Toot-Toot Animals roaring to success not far behind, VTech is adamant that the best is still to come for the brand, with new additions to the two ranges. Last year, the firm expanded the Toot-Toot Animals family with the launch of Safari and Tree House, as well as a cast of new, wild animals. This year, the pre-school specialist will grow the range further still, with the addition of Toot-Toot Animals Farm and Chicken www.toynews-online.biz

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Toot-Toot Drivers collection for its VTech Learning Lodge and Toot-Toot YouTube channels. “Currently they have been downloaded 40,000 times via the Learning Lodge and viewed over 100,000 times on YouTube, which is fantastic,” says Drake. The firm now has another four free episodes in production, all of which are scheduled to launch later this year. But what is it that makes Toot-Toot so popular? How is it that a range of toys that has only been on the market for four years has achieved such a status among parents and youngsters as to become instantly synonymous with the pre-school market? Drake believes that the answer lies within the range’s emphasis on and passion to introduce

Coop play-sets, alongside another 12 new animals. Meanwhile, the Toot-Toot Drivers portfolio will be bolstered with seven brand new cars and three new play-sets. But while that may be enough to keep even the most active toddler occupied, for VTech, it only scratches the surface of its expansion plans. Autumn 2015 will mark the introduction of a brand new branch to the Toot-Toot Family tree in the form of Toot-Toot Friends. “Having already won Best New Toy within preschool at Toy Fair 2015, Toot-Toot Friends is an interactive range of friends

technology into the everyday play patterns of both children and parents alike. “The range enables children to have fun while they learn,” she says. “Whether it’s through singing along with the songs, responding to the

all-year-round performer at retail, with products flying off shelves be it January 1st or November 12th. “The collectability for Toot-Toot shows no bounds; with the most sold item of all time within the Toot-Toot range being the individual car (£6.99)

We aim to maintain the range’s number one infant position throughout 2015 and 2016. Charlotte Drake, VTech

sound effects and fun phrases, or developing their hand-eye coordination and cognitive processes with the light-up buttons, there’s a lot for kids to engage with.” Meanwhile, the pricing of the range’s individual items has also cemented the Toot-Toot collection as an

and the most popular set being the garage (£49.99), it’s clear the varying price point allows the range to be affordable for all,” continues Drake. “With the notion of whether a large gift for Christmas or as simply an impulse buy any time of year, retailers and

which have been specially designed for little ones, with the ever-popular chunky characters and play-sets,” explains senior brand manager Charlotte Drake. The range will launch with an initial seven characters and two play-sets, each featuring VTech’s specially developed MagicPoint technology. “By simply placing the character in different MagicPoints on the accessories and play-sets, the characters move and light up in addition to unique, fun interactions between each character,” she continues. “At VTech, we are always looking to enhance our

offering and we feel that the new Toot-Toot Friends additions will continue

consumers alike are aware of how highly collectable this range has now become.” But don’t let pricing take all the credit. As Drake suggests, it is with thanks to VTech’s knowledge of its pre-school audience that the Toot Toot range has become such an instant hit. “The design of the Toot-Toot range enables kids to have fun while they learn,” she explains. “They have bright, bold colours, sing along songs and lots to help with cognitive development, as well as introducing easily recognisable designs. “The individual items are perfect for small hands or simply for parents to take out and about with them on the go, plus with the clever Smart Point Technology within the items, children can build, learn and create their very own Toot-Toot World.”

to interact, educate and captivate young children, just as Toot-Toot Drivers has.” July 31

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6/16/15 14:45

Retail Only

News Data Opinion

Dedicated monthly retail coverage

Indies remain confident amid EU exit talk Among concerns over changes in legislation towards cross-boarder selling and the future strength of the pound, UK independent toy retailers adopt a chin-up attitude towards the forthcoming EU referendum By Robert Hutchins DESPITE THE trepidation expressed over the potential for an EU exit, UK toy retailers remain confident in the future health of their businesses. In his post-election speech and the weeks following his reinstatement as Prime Minister, David Cameron has promised a referendum on the UK’s position within the EU before the end of 2017. The referendum will give the nation the chance to have their say over whether the UK should remain a part of or opt out from the European Union. And while for members of ToyNews’ Retail Advisory Board, the potential for leaving the EU presents some concern, consensus is that the health of the toy retail sector should escape largely unscathed by any resulting changes. “Our business shouldn’t be affected too much by an EU exit,” said Toytown’s general manager, Brian Simpson. “We have stores in Ireland and this would be affected in some way, but our business is going from strength to strength and there is no reason to think this will not continue for many years to come. “With an EU exit, we wouldn’t have the potential issues a lot of the larger retailers might end up with.”

The biggest question mark looming over any eventuality of an exit is how the government would handle change towards the free movement of goods, a treaty that makes it easier to buy and sell products in the 27 Member States of the Union. “If the free movement of goods treaty is compromised or changed, that will have quite a dramatic effect on the industry,” Stuart Grant, buying director at The Entertainer told ToyNews.

RETAIL ADVISORY BOARD

Stuart Grant, The Entertainer

Fiona Murray-Young, Toys R Us

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Linzi Walker, Argos

“It will in theory mean that manufacturers or licensors can restrict people cross-boarder selling, which happens a lot now, particularly with the likes of Amazon.” Grant believes that any changes in this respect will have a detrimental affect on the UK economy, with jobs created by the EU zone among the first to suffer, followed by a decline in the strength of the pound. “The most worrying thing for me is if the pound weakens on the back of uncertainty, we will begin

to see prices increase at retail. And this is something the consumers may not readily accept.” But despite these concerns, independent retailers remain confident that at a local level, business will not be affected by any potential changes to such legislation. “In terms of sales, we may see a lessening of European transactions,” said Dr. Wendy Hamilton, owner of both Grasshopper Toys and Curious Minds. “But I would not expect to see too much of a fall,

and I don’t expect any impact at all on our local customer base.” Based in the Scottish town of Helensburgh, Hamilton is confident in the health of Grasshopper Toys, and while unconvinced that the UK is clear of the danger of the recent recession, believes the indie sector has the adaptability to face challenges thrown up by an EU referendum. “Many of us sell worldwide anyway, so we are pretty used to the red tape involved,” she continued. “These are somewhat unchartered waters, but I am confident that whatever the outcome, we will adapt to any new challenges and continue to grow.” Meanwhile, others have stated that the British Chambers of Commerceestimated saving of £7.4 billion in EU regulation costs will present a large benefit to businesses in the UK. “The government will have less burden, in terms of the different subsidies,” continued The Entertainer’s Grant. “Saving the estimated billions in contributions to the EU zone, you’d hope to see a reduction on taxes or the government put that back into the economy in some way,” he concluded.

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

Brian Simpson, Toytown

Clare Barton, Sainsbury’s

Neil Mitchell, Shop Direct

Annalise Quest, Harrods

Steph Strike, Asda

Ben Redhead, Firebox

Alphonse Madamombe, Maplin

Helen Gourley, Toy Hub

Miles Penhallow, Play-Room

Karla Mitchell, XBite

July 33

6/25/15 15:41

HAWKIN’S BAZAAR

Bazaar happenings

From James Bond Aston Martins to Robo Turtles and selfie sticks, Hawkin’s Bazaar is the ‘toy shop for all ages.’ Robert Hutchins talks to head buyer Leanne Jenning about how the retailer has positioned itself as a High Street heavyweight and how its ambitious plans could see it grow even further AT HAWKIN’S Bazaar, a cashier rings yet another sale of a replica die-cast James Bond Aston Martin DB5 through the till. The customer hands over a crisp £20, and with that, Corgi’s Anniversary edition of the toy car it released 50 years ago to celebrate the 1964 film, Goldfinger, becomes one of the retailer’s best selling lines of 2015. In fact, demand has been so great for the retrostyled toy car that it has been declared by the toy, gift and curiosity retailer as its “runaway winner of the year, so far”, rivalling the likes of its 2014 hit line, DigiBirds. “Models like this definitely seem to be trending at the moment,” Leanne Jenning, head buyer for Hawkin’s Bazaar tells 34 July

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ToyNews. “Retro toys are just huge right now.” It is for this reason that as well as seeing Corgi’s entire range of miniatures fly off its shelves, the High Street and online toy shop has just launched its own selection of retro tin collectables, inspired by popular lines of the 1950s. “And they are proving to be very popular, both online and in our High Street stores,” continues Jenning. “As soon as they were launched, we immediately started to sell out of some of the lines. “People always love retro reminders, whether they’re keen to rekindle memories from their childhood or introduce their own children to old favourites.” It may be owing to Hawkin’s Bazaar’s nostalgia of its own humble

beginnings that lends it such a confidence in the retro sector. Even its name is in homage to The Hawk Inn, the disused Suffolk pub where the retailer began life as a toy and gift mail order service back in 1973. While the company appears to keep one foot in the nostalgia of yester year, it is with both eyes looking forward that it moves through 2015, with expansion into online trading and tech toys as well as gadgets to rival 007 himself. “We are definitely looking at a year of growth, especially online,” continues Jenning. “This year, along with a very strong product offering, we are looking at ways to expand the content around the toys and gifts in our collection.”

The forward-thinking strategy will see Jenning and the Hawkin’s Bazaar team bolster its online approach with more digital elements, allowing consumers to engage with its extensive selection of product. It is all part of the team’s plans to grow its online presence, currently only a small percentage of its operation when compared to the 30 High Street stores it boasts nationwide. “But if you were to class online as a standalone store, it is certainly our biggest,” says Jenning. “And in this day and age it is essential to have an online presence and also to be utilising social media. It is how people interact and connect nowadays, so we would be silly to miss out on the opportunity to get Hawkin’s out there, too.”

In the coming months, online visitors to the Hawkin’s Bazaar website can expect to find extra content in the form of videos, blog posts and more information to give customers a better idea of what they are buying before they commit to a purchase. But all this does leave one very important question: just what will shoppers find lining the shelves of Hawkin’s Bazaar this year and on the approach to the allimportant fourth quarter? “DigiBirds were huge last year, so we have expanded the range with a selection of new additions that are just as loveable and collectable,” continues Jenning. “In a similar vein, we will also have the Robo Turtle, a miniature pet www.toynews-online.biz

6/22/15 14:45

HAWKIN’S BAZAAR

turtle that swims as soon as it is dropped in water.” Meanwhile, in the gadget space – a now burgeoning sector for the retailer – it is virtual reality that is causing a stir. “This year, we are selling the Immerse Virtual Reality Headset. This lets users explore 3D worlds like never before, totally immerse themselves in virtual reality games and watch films in true 3D, just as if they had their own personal cinema,” explains Jenning. Since its inception in the early 1970s, and throughout its varying incarnations from wholesale to retail, catalogue sales and now online sales, the group has held on to its ethos of delivering “different and quirky items that can’t be found everywhere.” It is, therefore, arguable that items don’t get much more quirky than the latest craze to hit the selfie-generation, the Selfie Stick. The item has reportedly been a big seller

for the company since it introduced it to its shelves last year. But it does carry the question, what place does a Selfie Stick have in the toy shop setting? “We class ourselves as a toy shop for all ages and

that we just had to have one in Hawkin’s, too.” And so Jenning reveals what is perhaps the retailer’s secret to remaining relevant to today’s consumer – holding fast onto its High Street presence and

We are always looking at new ways we can reach our digital customers. Leanne Jenning, Head Buyer

we have gifts for people aged from three to 103,” explains Jenning. “One of the big policies we have in our shops is that you should be able to try something before you buy it, and the Selfie Stick is an item that has caused a huge buzz in store. “We have had people of all ages having a go with them since we started stocking them last year. The fact that people of all ages are playing with these across the world meant

enjoying a year of growth: by maintaining a youthful disposition. “We are all big kids at heart,” laughs Jenning. “That’s why we stick to making the items we offer appeal to young and old, we want people to have as much fun as possible and not take life too seriously.” Of course, with over 40 years of rich history to its name, Hawkin’s Bazaar has seen its fair share of ‘quirk’ come and go through its doors.

“Some of the items that we would have selected over the years simply would not be allowed anymore,” says Jenning. “Then on the flip side, we have some items in the range that have been with us for well over 20 years. “But the company really has evolved massively over the years.” Today, and in its most recent state of evolution, Hawkin’s Bazaar is looking at what it declares a ‘promising and very strong year,’ citing healthy footfall throughout its 30 shops across the UK and an online that’s consistently tracking above previous years. “2015 has been exciting to say the least,” continues Jenning. “The calendar says it’s July, but we are well into our Christmas plans. “The Easter holiday saw an increase in sales of our craft collection, especially our new range of Scentos scented stationery sets. “We are now excited to see what the main event of the fourth quarter has in store for us.”

While the allure of the impending Christmas shopping period is enough to keep Hawkin’s Bazaar focusing efforts on its established fleet of UK stores for now, the retailer hasn’t taken future expansion completely off the table. “Never say never,” teases Jenning. “We are always hopeful for expansion. “Retail is still quite tough in the UK so we are not considering any massive expansion plans, but we are always on the look out for new stores in different areas or new shopping centres. “And of course, we are always looking at new ways of how we can reach out to all of our digital customers, too.” So from the James Bond fans of yesterday to the tech-savvy youngsters of this generation, Hawkin’s Bazaar appears to have its strategy for encompassing the young at heart planned out for the foreseeable future.

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6/22/15 14:45

THURSDAY, JULY 16TH HOME HOUSE, PORTMAN SQUARE, LONDON

Following the huge success of the 2014 event, Women of the Year returns to honour some of the most inspiring females in the uk business. The ToyNews Women of the Year lunch is an informal networking event for anyone working in the UK toy business. As well as providing a forum for peer to peer networking, the Women of the Year event will also see a number of prizes given out to individuals for their outstanding achievements.

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

TICKETS ARE JUST ÂŁ50 AND INCLUDE FREE DRINKS, FOOD AND AWARDS CEREMONY. FOR TICKETS CONTACT: GEORGIA BLAKE GBLAKE@NBMEDIA.COM / 01992 535646 Sponsor of Marketeer Award

WOTY 2015_v5new2.indd 1

A limited number of sponsorship opportunities are available, contact: Jodie Holdway, jholdway@nbmedia.com, Carole Eagles, ceagles@nbmedia.com, or call them on 01992 535647

6/17/15 16:30

INDIE RETAILER FOCUS

Grasshopper Toys and Curious Minds Dr. Wendy Hamilton is a research scientist and a toy lover with two thriving stores. In 2013, she was also victim to an arson attack. Robert Hutchins finds out how it was community that saved Grasshopper Toys Can you tell us about Grasshopper Toys and Curious Minds? Well, we sell a whole range of toys, although we tend to focus more on the classics such as wooden toys, games and outdoor toys. Because of my background we also specialise in science toys and equipment, which we initially sold through Grasshopper Toys. However, it was getting difficult to market a DNA helix alongside a wooden fire engine, so when the owners of Curious Minds approached me to buy, I jumped at the chance. Curious Minds now holds all our science stock and I just absolutely love this side of my business. Can you tell us about your background? It’s an unconventional one for toy retail. I trained as a research scientist and love it, but I realised I was more fascinated by the potential to commercialise science discoveries. I’d always wanted to have a toy shop, but never took the idea too seriously. When my two boys were still quite little, I began to hatch plans. What sets you apart from the competition? In all honesty, the competition is impressive, wide-ranging and frankly intimidating if I stop to think about it for long. We simply stay on our toes and live the world of toys. I love what I do and am incredibly proud of my team who are just as passionate as I am. How is 2015 shaping up for you so far? It’s looking to be a really great year for us. We’re doing well both online and in the shop. The store is a real thrill for me, it gathers pace every month. Can you guide us through the Grasshopper Toys journey?

Well interesting is one word for it. We started off as an online retailer in 2010 and grew until we were bursting at the seams. We moved to a building in Argyll and thanks to the persuasive nature of the retired population, decided to open an actual shop in this pretty seaside town. How soon after opening was the arson attack? August 31st, 2013 was the day of our first birthday party in the shop, a fun day of activities. We closed the shop that day satisfied we were looking at a strong future. However, at 9pm, I received a call to tell me the shop was on fire. It was arson, random but devastating all the same. Four fire engines battled the fire through the night, by morning there was not much left of my business.

How did you overcome it? I don’t think I had appreciated just how close a community it is here until the fire happened. Folk I didn’t know would stop me and hug me or simply tell me they were sorry. It has had an impact on how I viewed Grasshopper’s position in the community and I hope we have become more than just a shop to the town now. What are the biggest challenges you face now? We are up against a brutally competitive price war, the customers are now very savvy and they are looking for the best deals they can get. The trend for manufacturers to sell direct to customers means the market place is also increasingly difficult and, of course, Amazon’s determination to sell at

near cost price means companies like mine are being bull dozed on a daily basis. Then there is the recession; I hear we are through the worst of it, but I am unconvinced. Are you guys looking forward to the second half of the year? It promises to be a strong one for us. It feels like Grasshopper Toys is in a good place and I am optimistic. I want to catch my breath now and I want my team to enjoy Christmas 2015 without crying every time a customer tells us how

glad they are we made it through. We just want to play and enjoy ourselves. Is there anything you’d like to add? Just a thank you to all those companies and suppliers who rallied to our help in 2013. We have not spoken about the fire publicly before in the trade press, it was painful and we were too busy trying to survive. We were humbled by the kindness of companies who knew us only via email. They helped to will us through some tough days and we appreciate their support.

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INDEPENDENT SURVEY

‘Indies should be stocking tech-based products and traditional toys, rather than taking sides’ With the ‘either/or’ debate seemingly old news, this month ToyShop UK ﬁnds out how open its listers are to stocking both traditional top sellers alongside some of the more innovative tech toys out there

base a broad variety then you cannot ignore the fact that tech is not going to go away but only get bigger and stronger. As the older generation shoppers (who prefer traditional products that they can relate to) dwindle, the next generation shopper is all about tech. Don’t stock it and risk losing your next generation customer base.”

Automattic Comics and Toys Matt Booker “I would stock more [tech toys] but returns policy has put a stop to this for me with returning faulty tech stuff being a right hassle, so I just don’t bother.”

The Toy and Book Warehouse Neil Armstrong “Whilst traditional toys will have a place for some years yet, tech grows ever stronger in every part of our lives as well as in toys. Children expect to see tech. How many have us have seen a child press a screen expecting a response?”

FOR

Hal Whittaker Stuart Andrew “I don’t believe there is a right or wrong answer to this as some independents like to specialise in more niche markets such as ‘retro’ or traditional toys in which case they will not go near tech-based. However, if you are an independent who tries to offer your customer

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Dave’s Classic Toys David Grounsell “Proper toys are part of nostalgia and from a bygone era; the people who buy these toys are of a certain age and type. Most tech based toys are out of fashion before they get on the shop shelves. They are part of the rubbish produced by the throw away society and have no place in a proper toy shop.”

It’s Toy Time James Marshman “The tech-based toys are growing more and more popular which is great, but the traditional toys are always at the heart of the parents. I have also seen some great traditional toy shops that create such a great buzz that the tech toys would ruin that environment. At the end of the day, it’s what works best for your shop and your customers. Toy Shop UK is a consumerled, online directory that helps toy suppliers, retailers and licence holders promote their businesses to an audience of up to 10,000 unique visitors per day. Popular weekly giveaways, the esteemed Independent Toy Awards and special

supplier listings are just three of the ways that Toy Shop UK can help you increase your online presence and complement your other marketing activities this year. Contact n Michael Hawkins (michael@toyshopuk.co.uk or 07786 295756) for more information. www.toyshopuk.co.uk

AGAINST

INDEPENDENT SURVEY

Silly Billy’s Toy Shop Robert Williams “Location plays an important part in what sells in our shop. Traditionally in our location tech toys have not sold well so we do not stock them. We feel people buy tech products online to get the best price and independent toy retailers often miss out on sales as a result.”

Ducklings Toy Shop Janice Pattison “We treat tech-based products just the same as other mass market, low margin products. We carry what we consider the best, supplemented by what our customers ask us for and leave the rest to those larger stores or warehouses where the customers don’t expect, or even wish for, the service an independent retailer can offer.”

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6/22/15 14:45

SECTOR GUIDE: ROLE-PLAY & DRESS-UP

Great pretenders Whether dreaming of a life as a monster, a Disney princess or even a chef, the dress-up and role-play sectors are on hand to help. Billy Langsworthy checks out the lines set to ignite the imagination this year FLAIR Kids can pretend to be characters from some of their favourite movies and TV shows, be it Frozen’s Elsa, Doc McStuffins or one of the Teenage Mutant Ninja Turtles, with Flair’s licensed portfolio this year. Many kids will have imagined themselves into the world of Frozen at some point in the last year, and now they can bring that fantasy to life with Flair’s Frozen Magic Ice Sleeve. All they have to do is slip the silk sleeve and glittered bracelet onto their arm and ‘let it go’ by spraying ‘ice’ and ‘snow’ into the world around them. The Ice Sleeve comes with a can of ice spray and a refillable water bottle attachment, for endless Frozen fun. Elsewhere, Doc McStuffins fans can emulate their hero with Dottie’s Eye Doctor Bag and in the autumn, pint size

practitioners can turn their attention to healing poorly toy animals, just like Doc in the Pet Vet episodes. There will also be new Doc accessories such as the Vet Bag play-set and the Pet Vet Desk, which will allow children to create their own Vet clinic at home, ensuring that all of their cuddly toy animals are kept happy, fit and healthy. Pizza loving crime fighters can become one of the Teenage Mutant Ninja Turtles with Flair’s role-play collection, including Ninja Combat Gear and Masks for each of the four brothers. Elsewhere, the battling mayhem can be continued with the firm’s new World of Warriors Battle Gear. The range includes soft masks and weapons of some of the game’s key hero Warriors, including Gunnar, Crixus and Kuro. 020 8643 0320

CASDON Casdon blends pretend play with household brand names to bring replica kitchen appliances and roleplay accessories to the play room. New for 2015, the Little Cooks collection is welcoming the Annabel Karmel line of toy baking accessories. The range offers budding bakers real life baking as opposed to roleplay as the bowls, utensils, cookie cutters and cake tins can all be used to create real and edible treats. Kids can cook up a storm with the Morphy Richards Kitchen Set that includes appliances with contemporary styling such as a toaster, kettle and fillable coffee maker plus a whole host of colourful crockery and cutlery. Elsewhere, the DeLonghi Microwave www.toynews-online.biz

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LE TOY VAN has a rotating turntable, flashing lights and cooking sounds to help cook treats at home. Little Shoppers can have fun with the range of supermarket tills, shopping baskets, shopping trollies and more. Finally, the Little Helper collection let’s kids whizz round the carpets with their Dyson, Hetty and Henry vacuums. 01253 608428

2014 saw Le Toy Van’s Honeybake collection scoop several awards for the Café Drinks Machine, the Doctor’s Set and the Honeybubbles Washing Machine. The collection, which spans over 40 sets, has welcomed four new lines this year. The new Dotty Kettle has been designed to match the top selling Tea Set, while the new Carlo’s Gelato ice-cream set boasts interchangeable toppings. Elsewhere, the free standing Honey Kitchen is scaled to, and complemented by, other Le Toy Van play-sets including the Pots & Pans Set and the Apron & Utensil Set. There is also a fresh Cookie Set with gingerbread man, oven mitt & rolling pin being the latest edition. From pocket-money prices all the way up to hero grand designs, Honeybake Collection offers a wealth of extended play and sales

opportunities. Merchandising stands are available, contact Le Toy Van directly to find out more. 020 8979 2036

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SECTOR GUIDE: ROLE-PLAY & DRESS-UP WORLDS APART Worlds Apart’s DreamTown brand is heading back to shelves this August due to popular demand. Once the number one preschool role-play brand in the UK, DreamTown’s comeback sees the return of its most successful playhouse, Rose Petal Cottage. Packed with role-play features and pretty design details, Rose Petal Cottage boasts an opening door with letterbox, opening shutters, a working shelf, a mirror and a real photo

VIVID With Thunderbirds Are Go delighting viewers on the small screen, fans can actually join the team with Vivid’s International Role Play Uniform. Based on Scott Tracy’s uniform, the jumpsuit style costume is suitable for ages five to seven years old and fits up to 130cm tall. Also included in Vivid’s range is a series of Thunderbird vehicles with sounds, which allow fans to recreate missions they’ve seen in the show. Elsewhere, the Interactive Tracy Island Play-Set gives children (and grown up Thunderbirds fans) the chance to send Thunderbirds vehicles launching from Tracy Island, all accompanied with the show’s now iconic countdown. 01483 449944

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HASBRO frame for framing pictures of family and friends. The playhouse also comes with a cooker with twisting dials and an opening oven door. The brand’s ‘Made with Love’ mark ensures the same quality it has always offered, delivering products that are built to last for years of play. Also available in the Rose Petal Cottage range are coordinating accessory sets like the Rose Petal Kitchen featuring a sink unit with chrome-look twisting taps,

and a washing machine with opening door and twisting dials. Elsewhere, the firm’s Rose Petal Tea Time set features an inflatable table and two stools. Retailers including Argos, Smyths and Hamleys are supporting the relaunch and an integrated marketing campaign will see TV adverts airing this summer, as well as digital advertising, a social media campaign and extensive media outreach. 0800 389 8591

Hasbro’s role-play offering this year allows fans of Marvel’s Avengers to step into the shoes, capes and hands of the crimefighting superhero team. The Iron Man Arc FX Armour includes two gloves and one is equipped with a repulsor light and sound effects, allowing kids to save the world while sounding just like Tony Stark himself. Elsewhere, little temperamental superheroes can don the Hulk Gamma Grip Fists enabling them to grip, grab

and smash bad guys like the big green guy. The Thor Lightning Strike Hammer makes crackling lightning storm and crashing thunder sounds to help kids bring out their inner Norse god. Finally, little ones wanting to emulate the patriotic super-soldier can wield the Captain America Star Launch Shield. It looks just like Cap’s indestructible shield but when users pull the ripcord, the shield launches discs from the star in the middle. 020 8569 1234

DKL DKL’s Wonderworld line is a range of beautifully crafted wooden toys that adhere to a strong eco-friendly policy. The role-play offering from Wonderworld has been boosted this year with the addition of new and updated kitchen sets. The collection now includes a Cooker & Stove, a Sink, a Washing Machine, a Little Chef Station and a Refrigerator, all of which are made from durable, top-quality rubber-wood. To complement the kitchen sets, Wonderworld also has a selection of accessories which enhance the roleplay experience. The Fruit and Veggie baskets come with six different food

items which can be cut and stuck back together, while the Wonder Cash Register, allows kids to play with a

real calculator as well as toy money. Elsewhere from DKL is Corolle dolls. The complete Corolle doll line spans every stage of infancy. The Babi Corolle soft-bodied dolls are suitable from birth, the Mon Premier collection is ideal for children aged 18 months and above, while for three years and above there is a line of Mon Classique dolls. For children aged four years and above, the brand has a line of Les Cheries fashion dolls, Les Cheries. Wonderworld and Corolle are both supported by an full in-store support programme, high profile marketing, social media campaigns and dedicated planograms. 01604 678780 www.toynews-online.biz

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23/06/2015 08:11:51

SECTOR GUIDE: ROLE-PLAY & DRESS-UP RUBIE’S

LITTLE TIKES Brand new costumes from Rubie’s this year include additions to its popular Marvellicensed ranges with an Antman costume for boys ahead of the new Marvel Studios film hitting UK cinemas later this month. With Disney’s Frozen showing no signs of slowing down at retail, Rubie’s is adding to its collection with a new ‘premium’ range of luxurious Elsa and Anna dresses which feature at a higher price point. The company is also

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introducing two completely new designs of ‘Coronation’ Elsa and Anna dresses based on the ball gowns worn at Elsa’s coronation in the film. Meanwhile, Rubie’s ever-popular super hero collections will also expand further – new DC-licensed costumes of Batman, Superman and The Flash in the shape of a new ‘comic book’ range will evoke the look of the characters seen in DC Comics. A new Catwoman costume for girls is due to pounce next month, while Rubie’s pre-school offering for boys and girls will be joined by a new range of costumes based on the heroes from Paw Patrol. 08453 070707

Cooking has never been so tidy with the Cook n’ Store Kitchen from Little Tikes. Available in red and pink, it is suitable from 18 months, comes fully assembled and folds up for easy storage. The kitchen boasts a stove top, clicking knobs,

spinning shelves and 34 accessories including plates, cups, silverware, pans, cooking utensils, and play goods and spices. Also new from Little Tikes this summer is the Sizzle n’ Serve Grill. Budding BBQ masters can have fun using the easy open lid and 12 accessories. 01908 268 480

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SECTOR GUIDE: ROLE-PLAY & DRESS-UP GOLDEN BEAR An exciting addition to Golden Bear’s Something Special range this year is the Mr Tumble Hand Puppet, which enables children (and parents) to put on their very own Something Special show. Soft and cuddly, the Mr Tumble Hand Puppet comes complete with Mr Tumble’s recognisable spotty bow tie and trademark waistcoat. The Puppet also features embroidered facial detail and tactile

materials that give little Tumble fans added play value. Elsewhere, the company’s Sooty collection now includes replica Sooty, Sweep and Soo Hand Puppets, as well as the Pop-Up Sooty Puppet show. Featuring Sooty’s own puppeteer box, the PopUp Sooty Puppet Show enables Sooty to pop out of the box and cause a whole raft of trouble with his iconic magic wand and water gun. 01952 608308

AMSCAN INTERNATIONAL Amscan International has a range of costumes to suit babies and children of all ages, whatever the occasion. Dress-up themes within the range include pirates, storybook characters, animals and more. New for this year are the Flutterby and Little Dragon costumes and Amscan has also expanded its exclusive Barbie costume range for 2015, adding a new super hero option, Barbie Power Princess, as well as ballet and princess outfits. Amscan has also added a range of role-play sets to its collection. With over 15 new sets to choose from, there is great choice covering key themes including western, medieval, careers, fairy tales and more.

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Each kit provides the full outfit including accessories to enhance the role-play experience. Alongside its selection of everyday costumes, the company also boasts extensive Halloween and Christmas costume collections. 01908 288500

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SECTOR GUIDE: ROLE-PLAY & DRESS-UP HTI From colour changing bags to cooking toys, HTI is bringing some of the year’s biggest brands to the roleplay space. HTI will be TV advertising three of its new role-play toys in 2015, which will also be supported by integrated marketing and PR activities. The TV advertised Disney Frozen Colour Match Snowflake Bag can magically change colour to match with over 100 different colours. Users can simply hold the bag against whatever they want to match it to, press the button and watch as it magically changes colour. Also being TV advertised in 2015 is the My Little Pony Rainbow Dash Style & Groom. The full body, 3D sculpt of a popular character boasts a long mane of multi-coloured hair. It comes with lots of styling and glam up accessories that can be used on the

LEARNING RESOURCES

pony and also on girls themselves for glam up and styling role-play fun. An evergreen pre-school brand, HTI offers an extensive selection of fun Peppa Pig role-play toys and dolls prams. Based on Peppa Pig’s own kitchen from the TV series, the new one metre tall floor-standing multifeature House Kitchen a fully accessible fridge, cooker, rotating hob/ toaster, pan with flipping pancake, lots of cooking and food accessories, as well as realistic electronic

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wedges, three celery chunks, three red onion wedges, three noodles and three carrot crinkles. Also new for this year is Reel It. The fishing set will help little ones to reel in the catch of the day. The set comes with a bucket, nonmagnetic fishing rod with reeling sounds, float, three fish and fishing net. The fishing pole can be used to catch the float or one of the three fish. Once an object is hooked it can be placed in the bucket or scooped up with the net. 01553 819330

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GREEN OWL TOYS

TOBAR For children with strong imaginations, Tobar has some great products that will help to bring their games to life. The firm’s Doctors Kit is a large and comprehensive play-set for budding docs. The shiny red plasticcoated case features a space for the doctor to scribe his or her name and opens out to reveal eight pieces of ‘medical’ equipment. There is a blood pressure cuff with a dial that whirrs around as the pump is squeezed, a reflex hammer for joints and the obligatory stethoscope. An extra touch is the accompanying leaflet with the names of the tools and a description of their use in plain English. The Junior Tool Kit boasts a fully functional childsized hammer, pliers, screwdriver,

cooking sounds and the Peppa Pig theme tune. There will be a fun demonstration video available for autumn/ winter to help drive sales at retail. Finally, the company will also be launching two Minions Character Cases filled with role-play accessories. Bob’s case features a banana grabber, while Stuart boasts a bananashaped harmonica, a mini ukulele and a maraca.

Kids can step outside for imaginative play with the Sprouts line. The range encourages diverse imaginative play based on first hand experiences, early vocabulary and social skills. New for 2015 is the Soups On set which encourages a positive attitude towards healthy eating. The set sees little ones simmer, stir and serve a hearty bowl of soup and it comes complete with a tureen with lid, ladle, two bowls, two spoons, two potato wedges, two tomato

spirit level, rule and chunky pencil, made from a combination of wood and metal. The tools are stored in a leather-effect pouch, which can be slipped onto a belt. For outdoor fun, the firm has the bestselling Wooden Bow and Arrows and Soft Foam Sword and Shield. Or for fun activities at home or during parties, why not try the Make Your Own Fairy Crown and Wand. 0844 573 4299

Children can unleash their inner warriors with Green Owl Toys’ line of wooden swords and shields. The company’s roleplay latest pink collection includes the Unicorn Shield, Lady’s Sword and the Empress Bow. The line of shields can be matched up with Green Owl

Toys’ wide range of swords, the likes of which come in different lengths, with sheaths or without. The company can also help stores bring the collection to life with its bespoke service. Contact the company directly if you would like a story to unfold in your store.

Green Owl Toys’ size and location means it can be quick to respond to customers and give a personal service. The firm’s lead time and minimum order quantity is flexible allowing to accommodate changes in the market with little lag time. 020 8851 9904

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SECTOR GUIDE: CONSTRUCTION

Assembly lines The construction sector continues to be a stable and consistent source of sales for retailers. This year sees a number of new innovations, too – from light up bricks and big name licensed lines through to the introduction of more STEM concepts and offerings for pre-schoolers. Samantha Loveday takes a look

MECCANO For more than 100 years, Meccano has been the construction set of choice for young engineers, inventors and builders. This year a contemporary new look will be unveiled alongside new parts such as metallic pieces and ergonomically designed tools. A new Meccano website will also launch later in the year. The 25 Model Mountain Rally themed set will be TV advertised in the run up to Christmas. The motorised set builds 25 models including a Rally Car and Support Helicopter. It features poseable steering and new flexible fabric panels.

A second Meccano TV campaign will introduce the Meccanoid G15 personal robot. The two-foot tall robot is fun to build using the latest Meccano parts and then programme with an easy to use programming platform. A larger four-foot tall Meccanoid G15 KS will also be available. Spin Master will be running a number of Meccano education initiatives throughout the year to deliver the STEM message to children, promoting real life engineering and encouraging kids to stretch their imaginations. 01628 535000

GOLDFISH & BISON The firm will be supporting the illuminated Laser Pegs construction system with a strong marketing and PR campaign this year. Starting from September and running through to December, Laser Pegs will be TV advertised with a compelling creative supporting the range of products available. PR and social media campaigns will target boys, construction fans, families and gift buyers with several product news and reviews campaigns, generating positive word of mouth and social media content featuring Laser Pegs builds. A must-have for any construction fan, Laser Pegs is a construction range that lights up in all the colours of the rainbow. It is also www.toynews-online.biz

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compatible with virtually all other construction sets, so kids can combine their existing collections with light up Laser Pegs. The range includes vehicles, dinosaurs, helicopters and more models to choose from. Laser Pegs also has a partnership with the National Geographic brand. The new range will enable kids to recreate models based on pre-historic creatures, famous landmarks and more. The Laser Pegs range

is suitable for ages five plus, with products priced between £12.99 and £69.99. 020 8326 2626

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SECTOR GUIDE: CONSTRUCTION LEGO LEGO CITY is both the largest and longest running brand for the firm. For 2015, LEGO CITY has seen introductions to its sub-ranges: Great Vehicles, Demolition and Swamp Police, and will launch the exploration themes of Deep Sea and Space for 2HY. 2015 has seen the return of LEGO Ninjago, with new Masters of Spinjitzu TV episodes airing on Cartoon Network, and a product range to match. In addition to classic LEGO building sets there are new Airjitzu Flyers launching for 2HY. The hotly tipped movie year sees LEGO Star Wars unveil an assortment of sets including the introduction of constractable figures for the first time in the brand’s history. LEGO Marvel Superheroes and LEGO DC Comics SuperHeroes continues, with an assortment of sets based on Avengers Age of Ultron and Ant-Man. Six different DC Comics Justice League sets are also available.

LEGO Technic offers the LEGO portfolio a multi-set concept for a challenging build and heightened play value. Recruitment lines include pull-back vehicles, while larger scale models such as the iconic Mercedes-Benz Arocs 3245 and Crawler Crane come complete with the LEGO power functions system for an interactive experience. Four new Minecraft sets will be launching including The Dungeon.

The re-launch of LEGO BIONICLE will see the first ‘constraction’ or constructible action figure line. The models are designed for physical action play and high frequency is guaranteed by the combibuild elements and unique collectable masks in every SKU. The Legends of CHIMA has been expanded further, while new licensed brand introductions include Jurassic World, Scooby-Doo and LEGO Speed Champions.

MAGFORMERS Magformers has experienced incredible success across the US and Asia, resulting in the firm now launching into the UK. Magformers are superpowerful, innovative, educational magnetic construction toys that take children (and adults) into a world of limitless imagination and creativity. At its core are a range of hard, plastic geometric shapes (squares, triangles, pentagons, etc) with magnetic sides that always connect. They don’t reject because they contain

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2015 has seen LEGO unveil three new sets under The LEGO Movie banner, while LEGO Minifigures welcomes three series launches including a second Simpsons wave and a Monsters themed collection. The partnership between LEGO and Cartoon Network sees LEGO Mixels introduce three new waves of characters throughout the year. New for June in LEGO Friends are five new sets based around the

world of the newest character, Livi. LEGO Elves is a new storyline, offering construction with a fantastical theme. The range includes six detailed sets. With four new sets for 2015 featuring Elsa, Jasmine, Ariel and Sleeping Beauty, the LEGO Disney Princess range continues to prove popular. Finally, LEGO Juniors welcomes a host of new themes including fire, shopping, beach and pirates. 01753 495000

ENGINO 360-degree rotating neodymium magnets that always find their attraction position, and fit perfectly every time. Through fun and innovative play, children can construct whatever they can imagine – houses, towers, princess castles, cars, motorbikes, aeroplanes, robots and even humans and animals. Children can also transfer 2D planar shapes to different 3D geometric structures.

Magformers are sold in sets – with 21 currently available in the UK – with different sets suitable for children from 18 months up to six years old. Each set contains a model guide or model cards for inspiration, but encourage self-directed play. They have also received CE and EN71 certification. Magformers are also designed to enhance children’s core developmental skills. They stimulate both sides of the brain to promote balanced growth by encouraging children to use both hands. They also trigger a child’s curiosity and enhance their sense of achievement and satisfaction through fun creative play. Magformers also stimulate children’s hand-eye coordination and fine motor skills and encourage logical thinking, reasoning and problem solving skills. 07481 155075

Engino’s new Inventor creative construction series boasts a wide range of builds covering motorbikes, aircraft and industrial machines. Each colour-coded theme has four sets containing multiple model builds. The standard Inventor series offers boxed sets including four, eight, 12 or 16 models, with prices starting at £4.99 a set. For children looking for more ambitious construction projects, the Engino Inventor Motorized range is the ultimate challenge. These models are bigger, more elaborate and incorporate additional technical features. Models are brought to life with the high torque geared

motor included, which is also connectable to the Engino solar panel found in other sets. The Inventor Motorized series includes the mammoth 120-in-1 models set, which is priced at £49.99. Across the full range, children can construct simple builds to complex structures, from small 4-in-1 sets at £4.99 to solar cell and WiFi programmable robotics at £199.99. The patented design of the Engino parts allows connectivity of up to six sides simultaneously. Engino Toy Systems UK is an approved Toymaster supplier. 0800 988 7065

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SECTOR GUIDE: CONSTRUCTION MEGA BLOKS Celebrating 30 years in construction play, Mega Bloks, now part of the Mattel family, continues to show positive momentum as the number two manufacturer within the Building Sets category (Source: March 2015 NPD) and number one manufacturer within the Junior Building Sets category (Source: March 2015 NPD), owning nine of the top 20 Junior Building Set lines (Source: March 2015 NPD). A first-class product range for autumn/winter includes exciting collaborations with some of Mattel’s brands including FisherPrice, Thomas & Friends, Barbie, Monster High and Hot Wheels, as well as impressive Mega Bloks partnerships including Minions and the Collector series including Halo. A strong pre-school line, now part of the trusted Fisher-Price family, offers young builders’ hours of open-ended play, perfect for building early development skills and endless fun. The popular Mega Bloks First Builders range continues to grow, with firm favourites including the Big Building Bag and Build ’n Learn Table now complemented by the exciting new offering including the

Push ‘n Pull Block Picker. Innovation leads the way in the Mega Bloks Thomas & Friends collection with the launch of the new Zooming Along at Brendam Docks play-set featuring a buildable and motorised Thomas engine. A range of new Mega Bloks Barbie career-themed play-sets and figures allow girls to transform Barbie and her workplace from one career to another. Meanwhile, the new Mega Bloks Monster High range including mini-monster play-sets and figures feature full articulation to hold any drop-dead gorgeous pose.

REVELL Renowned for its quality, heritage and value for money, the Revell plastic model kits brand introduces a variety of new releases for modellers and newcomers to the hobby this year. There are a host of iconic model kit licences and almost 100 new air, land and sea model kit releases. Key new releases include a range of Build & Play Easy Kit cars, as well as new additions to the Star Wars Easy Kit range to coincide with the release of new fi lm, Star Wars: The Force Awakens. Simply snap together the pre-painted parts without glue and you’re off on the greatest of adventures. The standard Revell model kit range features new releases including the latest in hybrid sports cars, the Porsche 918 Spyder and BMW 18 in 1:24 scale. New aircraft model kits include the Focke Wulf Fw190 F-8 in 1:32 Scale, 54 July

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In support of the launch of the Halo 5 video game in October, a range of intricately detailed Mega Bloks Halo figures will bring scenes from the game to life. Following the highly anticipated Minions Movie release in June, a range of brand new Mega Bloks Minions construction sets including over 65 buildable Minion characters will invite kids to play out their favourite adventures of Bob, Dave and Kevin. 01628 500000

HIPPYCHICK Sometimes it doesn’t take much to entertain a young child and often the simplest toys are the best. That’s very much the case with the BoiKido 30 Piece Block Set from Hippychick. The classic blocks are handmade from sustainable wood and come in a range of different sizes and shapes, each with a unique colour and design. The blocks are perfect for wannabe

builders and a great way of improving a child’s motor and problem solving skills. The set also comes with its own storage bag to keep the house clutter free. 01278 434440

TOBAR

a BAe Hawk T.1, C-54 Skymaster and an Avro Shackleton all in 1:72 scale. Fans of military figures will be looking forward to the 1:72 scale 200th Anniversary of the Battle of Waterloo set. Meanwhile, seafarers can enjoy a battle against the elements with the

Northsea Fishing Trawler. Finally, to enable precision model building, there is also a wide range of new model kit accessories. These include a Set of Tweezers, a Pin Vice with Drills Set, Mixing Cups, Weathering Set and Precision Saw. 0845 459 0747

Tobar has a strong collection of construction toys to suit kids of all ages. The Model Mechanic Sets are kits which include the nuts, bolts and metal pieces to make a variety of models. The instructions are easy to follow and include a screwdriver and spanner. Children can chose from a Robot or Mechanic Set (bike, helicopter, plane and car). In addition, with space themed products proving popular,

the Star Fighter sets let children explore their imagination to create out of this world craft. 0844 573 4299 www.toynews-online.biz

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SECTOR GUIDE: CONSTRUCTION K’NEX K’NEX enjoyed great success in spring 2015, with sales up 400 per cent due to a strong product line and 360 degree marketing programme including TV ads, kids press campaigns and online activity. The firm is set to build on this success throughout 2015, with new additions to its strong and diverse product portfolio. With its qualities of scale, movement and open-ended creativity, K’NEX is uniquely placed to bring genuine innovation to the construction aisle this year. At the heart of the K’NEX range remains a collection of building tubs and treasure chests with generous piece counts and dozens of inspiring creative building ideas. K’NEX has launched into the blaster category with new range K-FORCE. Last year, hundreds of thousands of online searches asked how to make blasters from K’NEX, and an entire line of buildable, customisable blasters was created to cater to this overwhelming demand. Leading the line-up is K-Force Dual Cross, a giant blaster bow with 371 pieces and instructions for five custom blaster builds. The launch will be supported by online content, TV advertising, experiential activity at retail and

partnership activity with First News, Toxic and Mega. Also new for 2015, the K’NEX Beasts Alive range offers dinosaur and dragon themed construction play. X-Flame is a real show-stopper, as with motorised walking and wing movements and three alternate models to build, it adds up to great play value. With dinosaurs and dragons currently firm favourites in the trend stakes, X-Flame and his fiery friends bring relevant innovation to the construction aisle. A partnership with National Geographic Kids magazine will bring the range to life both in print and online. K’NEX is also set to drive innovation in the girls market, with the launch of Mighty Makers, a range of building sets designed to empower girls through creative and stimulating building ideas. The line encourages girls aged seven and up to explore STEM concepts and aspirational careers including aviation, marine biology and architecture. Each play-set includes

colourful parts and engaging story-based instructions, allowing girls to play out the adventures of the figure included, with an exploration card for additional educational fun. Coaster themed

JUMBO Arriving in August is the Batman Puzzle & Build jigsaw from the firm. Children can piece together a 64-piece 2D puzzle featuring Batman and Robin swinging to Gotham City’s rescue – and when they have completed the puzzle, they can turn it over and using the specially cut jigsaw pieces, they can assemble the 3D Batmobile and Batman and Robin figurines.

LITTLE TIKES

The 3D Batmobile measures over 17cm when fully assembled – perfect for playing with as a toy and saving Gotham City. Printed inside the puzzle carry case is a Gotham City scene to display the 3D

puzzles when they are not being played with. 01707 289289

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The perfect combination of a construction set and building blocks, according to the firm, the Big Waffle Blocks from Little Tikes (£109.99) can be used for inside or outdoor play. The snap-together oversize waffle blocks are perfect for building a fort, castle and anything else imagination can create. The unique waffle design lets children put them together

and take them apart over and over. The Big Waffle Blocks are suitable from 18 months up to five years. 01908 268480

WOW STUFF Now available from Coiledspring is ThinkFun’s contribution to construction toys – the Maker Studios – which aims to inspire imagination and a love for engineering. Children’s creations can include a cable car, a chopper and a crane. Each of the kits features build challenges – experiment with friction, torque and propulsion as you engineer solutions.

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construction range, K’NEX Thrill Rides, offers the chance to recreate the fun of a theme park at home with realistic looking, large-scale theme park rides at a range of price points. In 2015, K’NEX will unveil its tallest coaster of all time, Sky Sprinter Roller Coaster, which can be built more than seven foot tall and has over 800 pieces. TV ads will showcase the range, supported by competitions. Licensed product from K’NEX continues to offer fans a way to play their favourite games in a totally different way offline. K’NEX will refresh its licensed ranges in line with gameplay, so products are always relevant to franchise super-fans. A powerhouse portfolio for 2015 includes the ever popular SuperMario, Mario Kart, Plants vs. Zombies and Titanfall. 0118 925 3270

Comprised of high quality pieces and sleek packaging, the collection has strong visual appeal. As well as assembling the projects, children can combine all the kits and design something that is all their own using recycled household items – ensuring budding engineers will want to collect all three editions: Propellers, Winches and Gears. 020 3301 1160

Natural History Museum has teamed with Wow Stuff for a number of lines. Aimed at ages six+, children can begin to uncover some ancient bones and build a dinosaur with the Excavate and Build kits. For ages five+, NHM offer ranges suited to their learning abilities. Dig & Discover packs are ideal for budding palaeontologists to chisel away until they discover a dinosaur relic.

There are four sets in the collection. Finally, Jurassic Eggs can be cracked open to expose a number of bones. These can be pieced together to build a dinosaur. 0870 054 6000 www.toynews-online.biz

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OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR

Jon Salisbury SO, CHRISTMAS 2015 is in the bag. PR, promotions and advertising schedules are all put to bed. What could possibly go wrong now? Well, a substandard line for 2016, for one. So, it’s time to raise your game and ensure that your quality control hasn’t slipped. This year’s ToyNews Inventors Workshop is being held at Whittlebury Hall in Northampton on Tuesday, September 22nd 2015 and the

Well, that all changes here. No more tales of the good old days back in the 1980s or 1990s, if there were any good old days back then, that is. The truth is that the good times are now. The UK Toy Fair is the best it’s ever been, retail sales are reassuringly buoyant and the independent trade seems to be holding its own in the multi channel age. One warning, though. Over 80,000 shops across the UK face threat of

The UK Toy Fair is the best it’s ever been, retail sales are reassuringly buoyant and the independent trade seems to be holding its own in the multi channel age. event will see some of most innovative and influential toy and game manufacturers, technology companies and financial houses discuss and connect with over 150 inventors expected at the one-day conference. So, that’s the future sorted. Back to selling for the industry’s rank and file. I’ve become too aware lately of trying to recount tales of my early days in the toy industry for entertainment purposes. It’s all well and good if it serves a purpose but I was becoming archaic, anachronistic and just plain boring.

Follow me on Twitter @jonsalisbury

This month, our columnist pauses from looking back nostalgically and instead focuses on why we may in fact be living ‘the glory years’ right now

recession, this is potentially equally serious. “For a government which has advocated progrowth policies to support business and embed the recovery, business rates are an anomaly and stand out in an otherwise moderate tax regime,” said the BRC in its report. “Business rates are a tax on jobs and growth and when combined with structural changes to the retail industry risk leading to far more store closures, job losses and High Street vacancies. “It is essential that we work together to design a tax that reflects the economic reality facing business,” the BRC added.

closure if an overhaul of business rates is not conducted, according to the British Retail Consortium. What fate gives us with one hand, sod’s law takes back with the other. Without wanting to presage doom - it could all go wrong still and that’s without something coming out of left field to catch us all out. Ministers have been warned by the Retail Consortium that changing shopping habits and growing tax burdens could cause almost two out of three town centre shops to close by 2017. Forget the most recent

Jon Salisbury has written about the toy business since 1985, editing magazines and running toy media events in New York and London. He can be contacted at jonsalisbury@icloud.com or @JonSalisbury www.toynews-online.biz Editorial: 01992 535646 Advertising: 01992 535647

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