Toynews May 2018 Digital Edition

ISSUE 194

May 2018

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ISSUE 194

May 2018

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No. 194 | May 2018

An issue with bite

Editor Robert Hutchins rhutchins@nbmedia.com

F

Senior Staff Writer Jack Ridsdale jridsdale@nbmedia.com Sales Manager Jodie Holdway jholdway@nbmedia.com Production Executive James Marinos jmarinos@nbmedia.com Designer Mandie Johnson mjohnson@nbmedia.com Managing Director Mark Burton mburton@nbmedia.com

Follow us @toynews online

irst thing to address, yes we are landing on your desks slightly later than usual. We'll point the finger at the usual suspects: the British postal system, the Beast from the East, major Hollywood studios taking their sweet time with sign off on a major, exclusive blockbuster movie franchise feature... you know, all the usual culprits.

The second point is that indeed that is a Velociraptor looking menacingly over her shoulder on the front cover of this month's ToyNews.

She too, is likely wondering where that bloody sign-off is. The real reason she stands so proudly in prime place is that this month, ToyNews has real bite; presenting you with our exclusive Jurassic World: Fallen Kingdom special eight-page feature. It not only leaps into action with an in-depth talk with Universal, the studio behind this year's big release, but exclusive interviews with LEGO, Mattel, The Entertainer and Smyths Toys Superstores as together the toy industry prepares itself for what's been billed as Universal Studio's 'most ambitious licensing push to date.'

It's also the perfect accompaniment to this month's Licensing Expo preview, which for anyone looking for insight into the next big brands in the kids' and - with the rise of the kidult market becoming ever well documented - adult entertainment space, is well worth the read.

Robert Hutchins, Editor Rhutchins@nbmedia.com

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COVER STORY JURASSIC WORLD P48

Contents May 2018 Features

Regulars

BIG INTERVIEW: JONATHAN THORPE MD of Jonathan's Toys talks the toy industry success and the problem with retail.

Opinion 06 Trudi Bishop 07 Jon Wood 08 Chris Mellor 09 Stuart O'Brien

10 14

HOT WHEELS 50TH ANNIVERSARY To mark the motoring toy brand's milestone, we sat down with SVP Chris Down.

Market Data 56 Generation Media 57 Campaign of the Month

23

Product Guide 40 Licensing Expo 58 Boys 66 Arts & Crafts

48

Back pages 72 Team of the Month 73 Industry Moves 74 Final word

UK RETAIL ROUND-UP We catch up with retailers from around the UK.

JURASSIC WORLD We take a bite out of the summer's biggest blockbuster with an extended preview..

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Opinion

Mind the Gap: Understanding the toy industry's gender pay gap

By Trudi Bishop

There are many schools of thought as to why the gender pay gap exists and the statistics that are presented are not helping to give a clear picture.

We need to understand that the debate is around the pay gap, the measure of the difference between men’s and women’s pay not about equal pay meaning equal pay for an equal job which the 1970’s Equal Pay Act made illegal for companies to do.

Equally the statistics are pulling together both part time and full time workers pay. In doing so, the pay gap will always show a much wider gap than may actually be the case. As more women work part time rather than full time then the pay gap between men and women becomes more overt. A significant reason for more women working in part time roles is down to women usually being the ‘primary care givers’ within the family.

But why does the pay gap exist at all? One reason is company culture. The structure of many companies is still very patriarchal. Men dominate the boardrooms and senior management teams. It has been shown that where there are more women in senior management, proportionally the pay gap reduces. This then raises another debate – why are so few women in these positions? Is it down to self-confidence – women not put-

ting them selves forward for these roles, or not getting themselves known within the company by not doing enough self PR? Or could it be internal networking, or is it because they don’t want to be involved in the ‘red tape’ and simply want to get on with the job at hand?

It is some and all of these reasons but also that the structure of many companies are not representative of modern society. There are still outmoded ideas that the value placed on an employee is by the number of hours they work or that high paid roles have to be done all hours of the day and cannot be done flexibly.

This inflexible culture can lead to many good women leaving the workplace and branching out on their own. While the debate rages on and companies open up about their pay gaps the question still remains on what we can do.

The answer is about a cultural shift in society and business. Having a more flexible approach to working hours and working styles. Senior management should spend the time to really get to know their staff, what makes them tick, how they work best, and if something holding them back from moving up.

I don’t believe women are necessarily paid less than men deliberately but that the fundamental issue is a cultural or behavioural one. It is often unconscious or unknown behaviour on both sides that is causing it. We need to learn how to retrain our behaviour in order for the cultural shift to happen.

" The fundamental issue is a cultural or behavioral one."

Trudi Bishop is director at Bee Licensing Consultancy, a group that connects brands with industries including toys and consumer products. Bishop is also the co-chair of the Women In Toys UK chapter.

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Opinion

We’re gonna need a bigger box: Growing the subscription box model in the toy industry

By Jon Wood

Looking at subscription boxes within the toys and games space, you will find boxes with unique board games, STEM projects, nostalgia and more.

However it is clear that this market is now fragmenting as boxes dive further into consumers’ interests.

Early iterations of subscription boxes touted their expert curators. Yet, buried in customer feedback was a critical insight: customers expected more personalisation. They wanted products that were not just curated by experts, but curated to their personal, individual tastes. This identified the need to update the business model by utilising more customer data, not relying solely on expert opinions.

Customer data can be captured in many ways, as evidenced by frequent headlines about data breaches and privacy issues, and specifically connecting to social media or other platforms can be powerful, but has inherent and obvious risks. One alternative in which a business may use customer data while maintaining trust and transparency is by creating a profile with preferences as well as an interactive user survey.

To stand out in a crowd of toy box services, a company needs not only to meet the highest industry stand-

ards of products, delivery and service, but needs to add a new dimension to the customer experience.

In the toys space, brands need to think about the experience of both the parent and child receiving, opening, and playing with the contents of the box.

Overcoming barriers to play for parents with small, active children might be thinking about how brands could help parents when it comes to cleaning up.

Achieving sustainable growth by acquiring new customers and minimizing attrition is no easy feat.

Partnering with companies that have strong distribution networks would give smaller players a head start. Alternatively, partnerships between different, non-competing types of boxes might uncover synergies that could create a novel customer experience.

With the growing list of toy and game box services come all-important reviews and rankings of them.

Brands need to understand what customers want, but also what metrics websites are using to rank them.

Successful brands in this space can possibly retain their leadership by thinking creatively about how to build their brand. This might look like extending their brand into adjacent spaces or licensing their brand to smaller competitors. The players in this industry have much to gain with brand building activities. Brand strength, while intangible, will become a differentiator in an increasingly fragmented market.

"It is clear that the toy box market is now fragmenting."

Jon Wood is the chief knowledge management director at Kantar Consulting, a growth consulting agency servicing retail, tech, financial services and more.

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Opinion

The Peter Pan effect: How kidulting has become an acceptable pastime

By Chris Mellor

The earliest memory I have of a film-licensed toy has to be the classic Kenner Star Wars action figures.

While merchandising and licensing has become a staple of the revenue streams for a TV show, movie, comic book or video game, nothing managed to capture my imagination as Kenner’s classic action figures.

Until Funko’s Pop! figures came along.

30 years ago, Funko’s POP brand would likely to have been one of any number of brief fads. Like loom bands, fidget spinners and Tamagotchi, they could very easily have burst onto the scene, dominated store shelf space and hit the news for the summer. They would then disappear into draws and obscurity as the next fad came along.

Now, admittedly, the market has changed a lot. Not that long ago, the world of collectables was seen as the reserve of children and hardcore fans. Grown-ups investing in and trading in Beanie Babies was seen as aberrant behaviour, the idea of keeping a toy mint in box was seen as weird, and the sort of ubiquitous merchandising tie-ins we see today were for specialist stores like Forbidden Planet or judged as outrageous cash-ins by brands like the K.I.S.S. Army.

Today, it is hard to walk into a book shop, toy shop or supermarket without seeing a wave of merchandised and licensed goods.

Some of this success can be attached to the advent of the ‘kidult’ market, with increasing numbers of adults fro their 20s and into their 40s bringing their spending power to the market. This is the generation that grew up with video games and the growth of comic books and Japanese anime, now getting their hands on the reigns of power. This is the generation that realised that genres and media are not just for children.

Since its founding in 1998, Funko has managed to tap into the geeky zeitgeist, timing it nicely to coincide with the explosion of geek culture and grown as a world leader in pop-culture. Since 2005, the firm has actively invested in licenses from huge brands, and now hold more licenses than anyone else.

It is becoming harder and harder to think of a cult franchise that does not have a range of Pop figures.

Looking at similar brands like Pogs and Heroclix, the longevity of POP is genuinely astonishing. With similar brands all too often undone by mimics or a change in fashions, it is hard to argue against 20 years of success.

The long-term question will become whether POP is only as strong as the licenses Funko invests in or if they will become like a Lalique, Wedgewood or Dinky and grow beyond their merchandise status and become an evergreen brand unto itself.

"The longevity of POP is genuinley astonishing."

Chris Mellor is a recruitment consultant for Aardvark Swift, the recuritment agency that specialises in the video games, toys and licensing industries.

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Opinion

Blockchain melodies: What do crypto and the blockchain mean for toys and licensing?

By Stuart O'Brien

If you are a consumer of news, chances are you would have heard of cryptocurrency and blockchain by now.

Much of the attention in the space over the last six months has been on Bitcoin and the myriad other cryptocurrencies out there, specifically the huge returns early investors had made and then the bruising downward market corrections that kicked in last December. However, it’s the blockchain part of the equation that we should be paying more attention to – the value of crypto may go up or down, but the blockchain is a constant. It’s an enabling technology that can and will do so much more than handle currency transactions – and it’s already creeping into the world of toys.

The blockchain is a publicly disrupted ledger, meaning any information recorded within it is extremely hard to falsify, corrupt or hack. As such, it can be used to record ownership of myriad ‘things’ beside crypto, and the entertainment industries are already awash with services powered by it.

Closer to home, there are products such as PlayTable, which takes the form of an Android-powered tabletop games system that can be used in combination with small RFID-enabled toys. The blockchain is used

by PlayTable to record various user customisations, in-game stats and item trading. It’s the in-game trading element that’s perhaps most intriguing here, with the uniqueness of each item recorded publicly and, crucially, on the blockchain as being owned by the player – not the company that makes the game. This means the player is free to keep any profits from their trading.

This model is already making waves in the video games industry. Take, for example Cryptokitties, which has managed to hide all of its crypto currency and blockchain complexities behind a gameplay mechanic that allows people to breed cartoon cats and then trade them for profit. There’s also the tantalising chance of transferrable digital assets. All tradeable items within the mobile AR combat title Reality Clash are tokenised on the Ethereum blockchain, which opens up the ability to transfer assets between game worlds created and managed by different publishers. Game currency can be moved between different games, which in theory makes life easier for players, who can then focus their efforts on collecting items.

With so many traditional games based on trading plus the huge community on games creators out there who need to control ownership of their IP, the potential of the blockchain within the toy and licensing industry is vast. With such potential, is it time to take a punt on blockchain?

"Blockchain is already creeping into the world of toys."

Stuart O'Brian is a director at the specialist PR and marketing agency, Mimram Media and boasts a sound and unerring interest in the world of cryptocurrency, blockchain, emerging technologies and video gaming.

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Big interview

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Big interview

TOUR DE THORPE Former John Crane MD, Jonathan Thorpe has finally gone it alone with the launch of his own business venture, Jonathan's Toys. Robert Hutchins catches up with the industry’s best-known oracle to talk toy industry successes, the growing trouble with retail and a whole lot more…

J

onathan Thorpe retired from the toy industry 20 years ago. Having spent 22 years with Playmobil and a further stint with eToys, he was more than ready to hang up his hat and enjoy some well-earned time off.

The fact that the venture lasted only six weeks speaks volumes for the nature of a man who, having spent two of those ‘having a holiday,’ and the remaining four ‘bored witless’, bears an obvious and innate drive for business.

His triumphant return to the industry came via taking up the mantle as MD of John Crane, bringing it back from the brink within the wooden toy sector and reinvigorating it with the likes of Our Generation and B Toys, part of the multi million dollar Battat business.

Last month, and with the end of his John Crane contract in sight, Thorpe was staring at retirement once again. At a cross-roads, was now the right time for the businessman to give the simple life another go?

Of course not, and why would he? He is currently having far too much fun.

“I have considered going it alone several times in my career, and maybe I am a bit too old to be doing it now, but knowing my nature I would have looked back and thought ‘if only I had tried,’” he tells ToyNews.

With the launch of Jonathan’s Toys on April 1st this year, that’s exactly what Thorpe has done; taking on the Battat brands including Our Generation and

“Battat has been brilliantly supportive. I understand them and they understand me, so we are going to give it a go together.”

Jonathan Thorpe, Jonathan's Toys

B Toys. Glitter Girls will also be a driver for more UK market share under the new business launch.

“Battat, which I brought to John Crane a few years ago, ended up being 60 per cent of it’s business and they didn’t want to deal with anyone else. For John Crane, it’s sad to see a business go, but with the ending of certain leases, they took the decision to close and walk away,” continues Thorpe.

“Battat has been brilliantly supportive. I understand them and they understand me, so we are going to give it a go together.”

Reception to the move has already been – as many would only expect of a man driven by success – nothing short of ‘exceptional’. At business launch, Thorpe forecast orders for four million by the end of 2018. By the end of its first month alone, Jonathan’s May 2018 | toy news | 11

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Big interview

“When I went to John Crane, it was a wood only toy company.

We had 800 accounts and no one had ever analysed it properly.

We had 400 accounts close each year and 400 open, and we never looked at sell-through; we filled shelves."

Jonathan Thorpe, Jonathan's Toys

Toys has already secured half of this target.

“I am thrilled with that,” says Thorpe, “there’s a long way to go yet but so far, we are working with Harrods, Hamleys, Selfridges, Shop Direct, Amazon, as well as a number of independents. We have a whole array of retailers, but that’s how you have to operate today.”

Savvy to the last, if there’s one thing Thorpe knows it’s how to foster success from a toy business. That’s a lifetime of learning the industry for you, after all.

And if there were to be one lesson worth knowing, it’s that ‘business doesn’t need to be complicated.’

“When I went to John Crane, it was a wood only toy company. We had 800 accounts and no one had ever analysed it properly. We had 400 accounts close each year and 400 open, and we never looked at sell-through; we filled shelves.

“The problem came when the recession hit and independents started closing left, right and centre. Then you had the likes of Aldi coming, offering wooden toys at one sixth of the price. We didn’t deal with

national accounts and we didn’t deal with Amazon. But we had to, and we had to do so with new ranges.”

Under the Jonathan’s Toys name, Thorpe will continue to do so. Yes, he will try to price ranges so that independents can be competitive, but will do so while upholding his philosophy that ‘sell-through is everything.’

Of course, he does so with a portfolio of brands that have proven themselves at retail time and again, Our Generation and B Toys continue to sell really well, while Battat has grown into a multi million dollar business. Key to much of this success is rooted in ‘ranges’. For every Our Generation doll sold, five and a half ‘accessories’ products go through the till. So if you are wanting to take a piece of the Our Generation pie, the business-minded seller knows they’re going to want to take a range.

And for those that know him, as if Thorpe would have it any other way.

“The one great thing about Battat is that it understands – thanks to the US market and the Chinese market – that it is about

ranges, not individual products,” he continues to explain.

“I am of the same inclination. I won’t sell the Our Generation range to certain retailers if all they want is the accessories, yet have their own doll. No, you don’t get two bites of the cherry.”

Is it a hard line that Thorpe takes with retailers? Perhaps, but this is a business model – and a proven one at that – that he invests in wholeheartedly. Business is business, after all, whether you’re selling peaches, car parts or toys (to paraphrase the company owner). It needs to be fair, and you need to be shrewd.

“I sell at a price and what someone retails that product for is their business,” he explains. “I am not going to delist someone because that someone is selling cheap or another someone is selling expensive.

The price at retail is what a consumer is prepared to pay for something and I don’t agree with interrupting that.”

For some, philosophies like Thorpe’s may be a tough pill to swallow but it’s not his intention to upset apple carts, but to simply deal with truths. Inescapable amongst them is that the face of retail is evolving and now is the time to keep up.

“There are certain retailing methods out there that need adapting,” he says. “My view of the independent retail scene is that the ones that can survive and change and understand that retail moves and evolves all the time, will absolutely prosper. The

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Big interview

weaker ones, the ones still living for their 40 per cent margin and Christmas catalogues, will die.”

When it comes to Thorpe, little is watered down. It’s not to say that everything is to be taken as gospel and for each of his points, there’s an equal and just argument against, of which the Jonathan’s Toys founder is well aware. There's no doubt countless retailers currently tutting and reaching for their phones, after all, as opinions go, the toy industry certainlydoesn’t lack them. Perhaps the days of 40 per cent margin aren’t dead, but they are certainly on the wane.

So, somewhat now liberated from the limitations of the John Crane business, what is the plan for Jonathan’s Toys for this year and beyond? Tick offs for the founder include establishing the brand in bricks and mortar retailers, establishing B Toys and Our Generation in the online space and consolidating the company’s position in the UK market. This, it is Thorpe's aim, will all be done in time for Toy Fair 2019.

Then there’s increasing the understanding of how best to utilise Amazon.

“Amazon isn’t a retailer, it’s platform,” says Thorpe, “and whether you love it or hate it, Amazon is there and it is where consumers are going. Another philosophy I have is that you do what the consumer wants. 90 per cent of people who use it don’t fully understand it, but it’s high time we all did.

“You really do have to meet the consumer where the footfall is. You have

“My view of the independent retail scene is that the ones that can survive and change and understand that retail moves and evolves all the time, will absolutely prosper. The weaker ones, the ones still living for their 40 per cent margin and Christmas catalogues, will die.”

Jonathan Thorpe, Jonathan's Toys

great retailers in the industry who know this and I have nothing but respect for them; Gary Grant and The Entertainer, Smyths – these are all Marmite kind of people, but the Marmite people know how to do business. Maybe I’m a Marmite person?

Who knows?"

What is known is that Jonathan Thorpe is a man passionate about the toy industry, the people in it and his ability to turn a profit within it, while doing "a bit of good along the way".

It takes a certain type of character to face retirement twice in his career yet pass it over for another day. And when you're choosing to go toe-to-toe with the likes of Argos, Selfridges, John Lewis et al, over cocktails on P&O cruise ships, perhaps you're an individual whose found his calling in life?

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Hot Wheels

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Hot Wheels

BUILT FOR CHALLENGE With a legacy that stretches back fifty years, few toy brands can come close to matching the influence of Hot Wheels. Now with 50th anniversary celebrations under way, Mattel has big plans to speed past the competition in 2018. Here, Jack Ridsdale catches up with Hot Wheels’ global team to explore the brand’s past, present and future. Challenge awaits...

I

n my 18 months in the toy industry, I have yet to come across an individual as enthusiastic about the brand he represents as Mattel and Hot Wheels' Chris Down.

As soon as our phone call begins Down exudes a typical American enthusiasm, but his excitement for the Hot Wheels brand goes beyond what’s expected; this man is genuinely ecstatic to share his work with the world.

So what is the source of all this excitement? None other than the culmination of 50 years of consistent success as the top motor franchise in the toy industry, and a celebration of this influential brand’s legacy.

“Our product line is really split into two categories,” explains Chris Down, SVP & global brand general manager for Hot Wheels. “We’ve got the conceptual products for a younger audience who don’t care that it’s a 50-year-old brand all the way up to much more commemorative products to mark the 50th anniversary that is going to appeal to adults, especially collectors.”

When Elliot Handler partnered with none other than a rocket scientist to create the very first Hot Wheels line, even he could not have predicted the life that his creation would go on to

have on the world stage. But as Down goes on to explain, the diverse product offering is just one aspect to the 50th anniversary slate. A whole host of extravagant events, store activations and more have begun to hit the market, as well as perhaps the most expensive Hot Wheels car ever made in the form of a custom-made commemorative Hot Wheels Camaro - a premium car with a value of over $40,000.

Hot Wheels was a brand that began with creating challenge Chris Down, Mattel The car was developed in collaboration with the Hot Wheels design team and General Motors and goes to show just how dedicated the team is to delivering an authentic driving experience.

“We’re also hosting the Hot Wheels Legends car show, which is going to be the biggest car show in the world,” enthuses Down. “We’re embarking on a massive search for Hot Wheels car customizers, and selecting 15 cars that will go to Vegas to be crowned the winMay 2018 | toy news | 15

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Hot Wheels ner that will become the next Hot Wheels diecast car.”

With all this excitement being generated around the legacy of the brand, it was only logical to take a step back and look at how the company has reached this enviable position. Down stresses that all of the new activities are intrinsically tied into Hot Wheels' origins and the goals laid out by its venerable creator.

“Hot Wheels was a brand that began with creating challenge,” explains Down.

“Diecast cars existed but none that looked like Hot Wheels and none that performed like Hot Wheels. From the beginning the brand looked at what was happening in automotive culture as well as even some counter-cultures. In this way the product line became aspirational to kids.”

“For every decade that Hot Wheels has existed it has served as a reflection for what is going on in car culture and there is always something for every kind of car fan,” he continues. “Challenge is in Hot Wheels' DNA. Where there is challenge, kids play.”

We’ve got the conceptual products for a younger audience who don’t care that it’s a 50-year-old brand all the way up to much more commemorative products to mark the fiftieth anniversary that is going to appeal to adults, especially collectors.

Chris Down, Mattel

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Hot Wheels For any brand that has existed for such a long time and maintained such an unchallenged level of popularity, there must be an ability to adapt and grow intrinsic to the company. Down highlights the firm’s diversification as a key to its success.

“As new brands and trends emerge in popular culture, Hot Wheels has always taken that opportunity to bring that into their offering,” says Down. “Back in the early days it was muscle cars and concept cars that had maybe never made it to production. Fast forward to present day and we’ve got everything from Spongebob to Star Wars to Marvel, which has allowed us to stay relevant and also evolve as the marketplace changes.”

The 50th anniversary celebrations, which kicked off at Nuremberg Toy Fair back in January aims to bring new fans into the fray, whilst further securing Hot Wheels’ place as an authentic motor-themed brand.

To help achieve this goal, Mattel has enlisted a true racing hero to represent this momentous occasion.

Hot Wheels was my first introduction into racing, and its where my love for cars began. I hope to inspire kids to take on any challenge with this partnership.

Nico Rosberg, F1 Champion

“Everything we do with the brand is in service of one goal: to nurture the challenger spirit in every kid. We are compelled by people who embody that spirit. Nico Rosberg is one of those celebrities.”

Rosberg’s involvement with the festivities is a clear point of pride for the firm.

“Rosberg earned that status through perseverance, a growth mindset and really, doing the work to become an amazing F1 racer. When Rosberg retired he stated his goals were to nurture the challenger spirit in other up and coming racers and kids in general. We heard that and were so inspired by it, that we had to reach out to him and form a partnership.”

While this may sound a little trite to some, it is almost bizarre how closely Hot Wheels and Nico Rosberg’s personal brands are aligned.

“Hot Wheels was my first introduction into racing, and it’s where my love for cars began,” commented Rosberg, when the announcement that he would represent the brand was made. “In my new role as a member of the Hot Wheels team I hope to inspire kids to take on any challenge, and to compete, create and experiment with their favourite Hot Wheels cars.”

When it comes to engaging the younger members of the audiences, Down would be the first admit that the tastes of youngsters have changed quite significantly since Hot Wheels’ starting days in the ‘60s. As well as evergreen licenses like Star Wars and Marvel, kids' tastes are now much more diverse, expanding to the ever growing world of gaming. Hot Wheels is no stranger to this, having smartly grown their multimedia efforts to include partnerships with some of the top motoring themed video game franchises.

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Hot Wheels

exclusive cars, tracks and more. The partnerships don’t stop there. Online gaming phenomenon Rocket League has also got the Hot Wheels treatment with unique cars and game modes. Rocket League is an influential name in esports, further spreading the Hot Wheels message to new and diverse audiences around the world.

“Rocket League is a double hit as one of the biggest video games out there and the number one vehicle-based esports title as well,” Down explains. “Not only are the Hot Wheels cars in the game, but we’ll also be launching a large battle arena which will be physical representation of the game.”

With progressive licensing deals and a presence in gaming, Hot Wheels is overtaking the competition and staying truly ahead of the race. But Hot Wheels wasn’t always going at this speed. When asked to detail the brand’s history, Down isn’t shy about pointing out where the company has faltered and learned from its failures to become a stronger company.

“One breakthrough took place in the early 2000s and was actually married to one of our biggest missteps,” Down muses.

“Diecast cars are one of the central pillars of our business, and in the early

2000s, as the company was getting bigger and bigger, there was misstep in how those cars were distributed- and the amount of variety that was offered.”

“The ‘mixed management’ of this sector of the business wasn’t sophisticated enough and it wasn’t handled correctly.

In other words, we didn’t have the right assortment of products out there and we were not phasing it into the market in a way that created freshness.”

Down goes on to explain that this caused the business to, for lack of a better phrase, spin its wheels.

“If you’re a kid or an adult, you want to walk into a store and see new models on the shelf every two to three weeks. Mixed management fell off and there was a huge hit to the business.”

But this failure paved the way for what would become one of the company’s most defining moments.

“What this led to was a recrafting and sophistication of the way we handled the variety and how we handle distribution. Today it is one of the most efficient business models in Mattel and in the world.”

As our illuminating discussion draws to a close, the conversation turns to brick and

mortar retail and, inevitably, the elephant in the room that is the demise of a beloved international toy chain.

While Down declines to comment on any specific retail brands, there is a clear regret that Hot Wheels cars will no longer be found in the physical shops that they once called home. Despite this, the firm remains optimistic about the distribution of their products, indicating that the brand has more than another 50 years of success to come.

“Its crystal clear, the opportunities that exists within ecommerce and Hot Wheels is fairly balanced in where and how we distribute,” ponders Down. “We’re always thinking about evolving emerging platforms and of course that is something of heightened interest, given all the various dynamics at work in the brick and mortar world today.”

Whether its live events, video game content or good old fashioned die-cast cars and play sets, its clear that Hot Wheels is an almost untouchable brand in every form it takes on.

Whatever lies ahead for the brand, you can be sure it will be innovative, challenging and above all, fast.

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Play of the Land

PLAY OF THE LAND With the recent closures of high street chains throwing new challenges at retailers, Jack Ridsdale journeys across the UK to shine the spotlight on the indie retailers serving their audience with flair

THE NORTH What the UK’s northern hemisphere lacks in ice zombies and giant walls, it more than makes up for in retailers with a passion for the toy biz. One of the foremost among them is Grasshopper Toys’ good doctor Wendy Hamilton.

“Business has been really strong this year, given the state of the high street we’re delighted with performance,” enthuses the Helensburgh retailer. “We’re loving Great Pretenders range of dressing up outfits, LOL is bonkers again this year; they go out as fast as we can get them into the shop. LOL, Lego and Playmobil are by far and away our strongest sellers. The Interplay range of craft kits and their new Mermaid lines are doing well for us too.”

However, despite Grasshopper Toys’ continued success, Hamilton says that the feeling among other retailers is less than positive.

“Who really wants to be a retailer these days?”

One person who certainly does is Helen Gourley of Dunblane’s Toy Hub. Gourley explains that the

poor weather has had an adverse affect on sales.

“The first quarter has been a little disappointing overall, but not a huge surprise with the poor weather we’ve experienced,” says Gourley. “We’re delighted it didn’t disrupt business too much as we managed to stay open throughout the duration. Sales of sledges, games and jigsaws did well.”

When it comes to the overall health of the high street, however, the feeling in Caledonia is mixed.

“We’re experiencing different emotions in each town,” concludes Gourley. ”It’s mixed feelings but I think everyone agrees that we would love more footfall.”

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Play of the Land

THE SOUTH

South England is arguably the country’s most bustling hub of toy retailers. The capital city serves as a bastion for vintage toy retailers, while towns like Brighton boast the likes of Whirligig Toys, an enduring brick and mortar institution.

“Christmas was amazing - beyond our expectations,” enthused Peter Allison of Whirligig Toys, who host locations in Brighton, Canterbury, Chichester and Tunbridge Wells. “The first quarter is always quiet, and the snow in March extended the winter slightly, but things are looking bright for the summer and we are feeling confident.”

Allinson feels that the toy space has been re-invigorated by some truly innovative products hitting the market, especially when it comes to the STEM space.

“We saw so many amazing products at the Toy Fair, Spring Fair and Top Drawer we had to remind ourselves not to throw the baby out with the bathwater,” Allinson continues. “We brought the Smart Games range into our business at the end of last year and can’t believe how well they did - their new games are stunning and right up our street. There are some amazing new titles from Laurence King Publishing that we are already in love with and we have just started working with J Perkins and stocking their amazing balsa wood planes range.”

However one factor that can’t be controlled often wreaks havoc on high street sales, especially in seaside, tourism-driven towns like Brighton. That factor is the ever-unpredictable British weather..

“With the slightly cooler weather, the make and do activities are very popular - anything that gets a child engaged and doing something rather than waiting for the rain to stop,” explains Allinson.

“Retailers can be a grumpy bunch and nobody likes the rain and snow! However, it is the independent businesses who seem to be able to respond to the market. There are a number of large shop units empty in some of our town and the obvious loss of the big player in the toy industry. However, our customers seem to be heading more and more towards the independents.”

One area in the South that has shown constant growth is Canterbury, an area in which Whirligig has recently expanded. It’s clear that sales results vary wildly in different locations, however, the overall outlook is positive."

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Play of the Land

“I think everyone in the independent sector is struggling at the moment with no one trading partially well, footfall in general is down.”

Mitch Brown, Darth's Hutt

THE WEST West England is home to a number of retailers, keeping the tradition of physical retail alive with a dedication to providing unique and desirable products. One such retailer is Bristol’s Playfull Toys, a location dedicated to wooden toys.

“One thing that has boosted us is all the talk of plastics in the media,” explains the shop’s owner Nigel Price. He goes on to explain that Gloucester Road in Bristol is one of the few high streets still thriving.

“We’re on a high street that is still keeping going fairly well.

The character of it is changing a lot with a lot of cafés and eatery’s cropping up. Catering for a fairly middle class area, we’re quite lucky, because the customers are loyal and enjoy what we do.

That apparently is what is going to happen more and more, is that people will go to the high street for an experience. “ Meanwhile in Northwich, pop-culture themed store Darth’s Hutt is not feeling quite so positive.

“This year so far to date has been the worse since the business started with a drop of 75% compared to this time last

In addition to business in the area being slow, Brown also posits that the collectables bubble is on the verge of bursting.

“Although not officially announced I feel that there is a mini recession going on as the economy is struggling so people are tending to spend more on what they class as important things,” explains Brown. “I have had a number of customers telling me that they have given up collectables either for the time being or for good.”

year,” laments the store’s owner, Mitch Brown.

“To be honest in my line of products there is nothing that partially stands out at the moment, which could be why business has been slow.

“I think everyone in the independent sector is struggling at the moment with no one trading particularly well, footfall in general is down.”

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Play of the Land

THE EAST

Perhaps the most frequently neglected corner of the United Kingdom is its east coast. But despite this, the toy trade here is booming, with passionate retailers like Langleys Toys continuing to enjoy steady business throughout the year.

“After a quiet start to the year things did pick up at Easter but seem to have quieted off again, just waiting for the nice weather and Tourist season,” comments Chris Goulding, owner of Langleys.

“Most retailers are finding things tough, we have just had a big retailer Primark move to a temporary location while they have building work, that has cost us footfall,” he explains.

Langleys is still seeing a strong performance for licensed ranges including Harry Potter, with the new Harry Potter LEGO sets. Sylvanian Town and goo bands were also named as top sellers for the shop.

Goulding ends our conversation on an optimistic note, highlighting the shop’s move towards serving collectors.

“We are optimistic and have just opened a new Model Collectors shop where we are also buying and selling pre owned collections we have also increased or range of Harry Potter merchandise.”

Chris Goulding, Langleys

“We are optimistic and have just opened a new Model Collectors shop where we are also buying and selling pre owned collections we have also increased or range of Harry Potter merchandise.”

Meanwhile in Cambridge, veteran toy seller Toys Will Be Toys had sadly had to move its business online, due to the rising cost of business rates, parking and competition from online retail. Despite the melancholy of seeing their physical store close its doors, owner Vivian Watson is optimistic about their new business model.

“I was running a two-story shop in Cambridge town centre for 12 years but over the last three years, all of the costs of rent and running the business were going up,” said Watson. “After Brexit the cost of toys were going up so it was becoming harder and harder to be competitive with the many online businesses.”

“The city centre was dropping footfall because of the cost of parking so it just didn’t make sense to continue.”

Despite the changes across retail, from where she stands, Watson is positive about the future of the industry.

“These are not meant as negative comments,” explains Watson. “Things are just changing. Its been quite nice to move with the changes and running the website has been a learning process.”

Time will tell what the future holds for the UK's indies, but one thing's clear: these spirited sellers aren't going anywhere.

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TOYMASTER

MASTER AND COMMANDER As the toy industry prepares to voyage north for the annual Toymaster trade show, we caught up with its organisers Ian Edmunds and Yogi Parmer to find out what the show holds in store this year.

N

o matter what corner of the British isles you venture to, you are sure to find a retailer bearing the Toymaster branding. With over 150 stores across the UK, the retail chain boasts members from all over the nation, each one with their own unique take on this ever-changing industry.

This May, the members of this time-honoured organisation will converge on the sleepy town of Harrogate to see the latest products… and quaff a fair few bevvys along the way! Read on for our guide of the top

brands to see at the show, but first, we caught up with the show’s organisers Ian Edmunds and Yogi Parmer to get their take on what to expect.

“Toymaster is the major trade show of the year,” enthuses Edmunds, Toymaster MD, “there are over 100 suppliers on the way, and new suppliers are being added to the line-up every year, the show keeps on growing, year after year.”

“This is the first time all the big guns will be at a show together,” adds Yogi Parmar, operations director at Toymaster. “Even

at Olympia's Toy Fair, some of those big brands are missing. Every big brand will be at our show and we really proud of that fact. Also we serve bacon butties at 1am, what's more important than that?"”

The Toymaster show has developed into one of the most important trade shows over the years, growing from humble beginnings, as a gathering of toy retailers in the '90s economy.

“It's an essential place to plan your Christmas offering,” explains Edmunds, “It's all targeted towards bringing all the

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TOYMASTER suppliers in Harrogate together. That's the overall goal.”

Among the other UK shows, Toymaster stands out as the only show to boast the big three: Hasbro, Mattel and LEGO. It’s a key moment in the year for these large brands to connect with smaller sellers and form those relationships that will be essential for the year of trading ahead.

Last year, the show was defined by the fidget spinner trend, with the inescapable knick-knacks cropping up in every corner of the show floor. This year lacks such a defined craze, so its tricky to pinpoint what may be the standout item of the show. With collectables being the hottest property in the toy space right now, it's fair to assume that their will be a focus on pocket-money items but with the

"With over 100 suppliers in attendance, the diversity of products on display will be vast.

We're really excited to see what the show brings this year."

Yogi Parmer, Toymaster recent launch of Nintendo’s Labo toy, it will be interesting to see if other brands jump on the construction toy trend with their own D.I.Y. items. Of course big brands like LEGO, Hasbro, Mattel, Sylvanian Families and more will be set to wow attendees with displays that show off the diversity of their product offerings. Yogi Parmer highlights some of the new offer-

ings at the show with an air of excitement that is hard not to notice.

"A special feature new for this year is a Jurassic World VR experience," enthuses Parmer. "We're also hosting a social media discussion for the first time. Our members can come along and share their experiences and ideas for social media. We've also got our golfing event on Monday, so that should be a lot of fun as well. We've also got plenty of entertainment in the night time, including our much anticipated Ibiza night."

“What sets Harrogate apart from other trade shows is that it’s more than just a trade show, it’s a three day experience,” adds Edmunds. “Its open to all independents not just toymasters and it’s a sociable event for the whole industry to come together. Business is obviously important but not all business is done on the show floor. Its about building your relationships, building your network and everything else.”

“With over 100 suppliers in attendance, the diversity of products on display will be vast,” concludes Parmar. “We're really excited to see what the show brings this year.”

In anticipation of the show, we have compiled some of the brands that you won’t want to miss at May’s show. Read on to see out picks of 2018’s hottest toy brands and plan your trip to Harrogate.

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TOYMASTER

Jumbo 01707 260436 Jumbo Games will be showcasing its full range of Adult and Children’s Puzzles & Games at this year’s Toymaster show, including over 50 brand new releases.

The key focuses at the show that will be included in the Toymaster AW18 Catalogue is the new Falcon de luxe ‘Christmas Shopping’ Puzzle (incl. a free 1000-piece puzzle) and a new Wasgij Original 30 ‘Strictly Can’t Dance!’ 1000-piece puzzle, that is being released in September, as well as the top-selling Puzzle Mates Portapuzzle Standard 1000-piece Puzzle Accessory. In the children’s offering you can pick up the Disney Guess the Film Game, Thomas & Friends Large Foam Floor Puzzle.

Having continued their double-digit growth in the Adult Puzzles category, Jumbo is getting ready for the next set of new releases that are available in June. Highlights include three new puzzles from their hugely popular Wasgij range, starting off with the Wasgij Original 29 ‘Catching Wedding Fever!’ and Wasgij Mystery 15 ‘A Typical British BBQ!’ all across 1000 piece formats. Also launching from the popular Wasgij Christmas range will be Wasgij Christmas 14 ‘Santa’s Little Helpers!’ 1000-piece puzzle that also includes a free 1000 piece puzzle as a special treat.

Continuing the growth of its Falcon de luxe range, Jumbo will be showcasing over 30 of the 40 plus new releases for this year, covering the traditional Falcon themes of Nostalgia, Scenery, Cottages, Animals and Transport, across varying piece counts from 500 to 1,500-pieces and multiples in a box.

Be the first to see Jumbo’s extensive range of autumn/winter puzzles & games by visiting them in the Marquee.

Featured product

Falcon De Luxe Puzzle sets Manufacturer: Jumbo Games

Ravensburger 01869 363800 Look out for Ravensburger’s exciting range of character puzzles this Spring. Perfect for preschool children, the firm boasts a range bursting with the latest popular TV and film characters.

Renowned for their high quality, family-fun products, Ravensburger has added even more licenses to their ever-growing portfolio.

Brand new this season are the bright and colourful range of Peppa Pig puzzles and games.

Currently in the range are nine jigsaw puzzles, including a Giant Shaped Floor Puzzle, a Look & Find Puzzle and My First Puzzles. Available for the youngest of fans, the My First Puzzles are suitable from 18 months, ensuring there is something suitable for any aged puzzler.

Extend the fun with the range of fun family games including a Peppa Pig Snakes & Ladders, Dominoes, Card Game and Ravensburger’s iconic memory game. Look out for further range additions in July this year.

Completing their extensive range of licenses are puzzles and games for popular characters such as Ben & Holly’s Little Kingdom, Paw Patrol, Thomas & Friends, PJ Masks, The Gruffalo, Disney, Marvel, Paddington and many more.

There is certainly plenty to choose from with Ravensburger this Spring/Summer.

Further exciting launches this year include new family games Break Free, Make-n-Break and Thinkfun Rush Hour, all supported by a fully integrated marketing plan and high-impact TV campaigns. Rush Hour is already an established family favourite and the winner of countless industry awards. Break Free is brand-new to the range, where up to four players race to be the first to escape the handcuffs by unpicking a secret lock. Break Free, Make-n-Break and Rush Hour all promise to be excellent additions to the Ravensburger collection this year.

Featured product

Gravitrax Manufacturer: Ravensburger

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AVAILABLE FROM ASMODEE!

Dobble + RSC - Toy News.indd 1

Phone: 01420 593 593 E-Mail: sales@asmodee.co.uk

13/03/2018 11:19:07

TOYMASTER

Asmodee 01420 593593 Fresh from picking up the Game of the Year award for Dobble from the Toy Industry Awards earlier this year, Asmodee UK will arrive at the Toymaster May Show with plenty of its great range of products and the many additional ways in which they can support retailers to show.

Chief among these initiatives is its highly successful programme of demo days, in which Asmodee send their knowledgeable and enthusiastic team of demonstrators into stores.

Customers get the chance to try out quick and easy-to-play family games like Dobble, Rory’s Story Cubes, Who Did It? and Set, a method that has proven to get great results.

Those titles are joined by the newly acquired Bananagrams and Cobra Paw in Asmodee’s range of Fun Fast Games. These easy-to-teach and instantly memorable games will all be subject to special show-only deals that are not to be missed.

Asmodee will be offering a variety of POS materials to further support these hit products, including Dobble colouring sheets and posters, with much more in the pipeline.

Featured product

Dobble Manufacturer: Asmodee

Winning Moves 020 7262 9696 Campeones, Campeones, Olé Olé Olé, Winning Moves has kicked off the World Cup preparations with the supreme World Football Stars golden collection. Just like Man Utd. in 1999, get your hands on your very own treble today: Quiz, Top Trumps and Top Trumps Match.

Messi? Ronaldo? Neymar? Which superstar will help you win the game in the all-new World Football Stars, Top Trumps Match. With 15 football stars to choose from, be the first to match five gold character cubes in a row in the special gold grid. But wait, will your opponent tackle their way to the top spot? First one to score five points wins. Perfect for memory development, the game comes in a handy travel case so it’s great on-the-go.

Calling all football fanatics, now is the time to test your knowledge with World Football Stars Top Trumps Quiz. 500 questions and a unique form of gameplay that will put your mind to the test on the world’s greatest ever footballers.

Think you’ve got what it takes to clinch the winners title in the ultimate World Football Stars Top Trumps pack? With a premium gold case, foiled detail on every card and 30 of your favourite footballing stars, go head-to-head to discover if Messi or Lewandowski has scored the most goals.

Visit Winning Moves at the Toy Master show and take advantage of their show offer – five per cent off £500 orders and 10 per cent off £1000 order deals at show.

Featured product

World Football Stars Top Trumps Manufacturer: Winning Moves

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TOYMASTER

Magformers 0800 0385195 Magformers UK will unveil an exciting line-up of new products at Harrogate this year – with the launch of its sister brand Clicformers as well as developments in its award-winning Magformers magnetic construction range.

Clicformers is the new kid on the construction block distributed by Magformers UK Ltd. It’s non-magnetic but offers a similar range of creative construction play options to children as Magformers, with four different ways to build 3D models – by hooking, stacking, folding or clicking pieces together.

Developed at Magformers’ R&D headquarters in South Korea and made in a state-of-the-art automated factory in Belgium, Clicformers pieces rotate 180 degrees when connected, are hard-wearing and are super-creative. Prices start from just £14.99 RRP for 30-piece boxes, like the Mini Space and Mini Construction sets, which each make four different models.

Or for kids who want to go Clicformers construction crazy, there are 70, 90, 110 and 150-piece sets priced from £24.99-£49.99.

The Magformers WOW Set from its Vehicle Line collection is a firm favourite with Toymaster members and Magformers is building on the worldwide success of this car-themed toy with the introduction of a new £19.99 RRP small car kit called the Rally Kart Set. Endorsed by Fundamentally Children and the Good Toy Guide, Magformers toys foster brain development and develop scientific and mathematical thinking through creative play.

Featured product

Clicformers Manufacturer: Magformers

Mattel 01628 500000

Mattel is proud to bring excitement and innovation to Toymaster with a dynamic portfolio of the must-have toys in 2018, including new launches, products, content and retailer opportunities. Visit Mattel in the French restaurant area of the Majestic Hotel for more details.

Almost 30 years since Polly Pocket first launched, Mattel is re-launching Polly Pocket in the original one-inch micro-scale and compacts that made her a 90’s phenomenon.

Mattel brings you the definitive Jurassic World toy range inspired by the movie blockbuster in partnership with Universal, and are excited to introduce Harry Potter figures inspired by the much-loved movies. Mecard is an exciting new head-to-head action battle game that offers thrilling fun with super cool vehicles that transform into epic warriors.

Barbie shows kids You Can Be Anything celebrating the world of cooking with the Barbie Ultimate Kitchen! An exciting new playset is introduced with the Barbie Rescue Vehicle, a colourful transforming care clinic vehicle.

Hot Wheels is celebrating its 50th anniversary by igniting the challenger spirit in every kid.

Gear up for fun with The Hot Wheels Corkscrew Crash Track Set and the Hot Wheels City Ultimate Gator Car Wash Playset.

Fisher-Price continues to let kids be kids with innovative products across the infant portfolio.

Interactive learning buddies Smart Moves Rockit and Glow encourage children to move and play.

Featured product

Polly Pocket Manufacturer: Mattel

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TOYMASTER

Alpha 01293 804748 Alpha Animation & Toys will be making its debut appearance at this year's Toymaster show.

Visitors to the stand will be given the opportunity to view Alpha’s full product offering across boys', pre-school and RC. The hugely exciting new property, Screechers Wild, will bring exhilaration to the boys' aisle. Having launched in February, the brand development steps up a level for autumn with the ultimate Fossil Fire Playset. Players can race, stunt and win with the Screechers Wild Fossil Fire Stunt Set. The game play encourages children to strategically launch their vehicle at the perfect time to catch the Disc, flip over obstacles, and activate the final winning sequence. If they miss, their vehicle will launch into the air and end up stuck in the pit. The set includes a collectible disc and one Screecher vehicle.

Super Wings, the hit pre-school TV Show, continues to grow from strength to strength and the brand will carry on evolving into 2018 with some brilliant new products for autumn. At over 14” tall, Jett’s Super Robot Suit transforms from a free-wheeling vehicle to a free-standing figure that can conquer even the toughest problems. With lights, sounds, and a Transforming Jett Vehicle included, this item will be a hit with any Super Wings fan. Jett’s Take Off Tower is also new to the range, offering on the go play as a portable 2-in-1 airport playset.

Robot Ready Jett will be a pre-schoolers best buddy offering interaction, lights and sounds.

RC is at the heart of what Alpha does and Terra-Sect highlights the company’s ability to bring cutting-edge toys to the category. Completely unstoppable, Terra-Sect rolls, flips and crawls in any direction.

The relentless rolling attack reptile with glowing eyes is sure to be on kids lists for Christmas.

Jett's Super Robot Suit Manufacturer: Alpha Animation & Toys

Trends UK 01235 838600 Trends UK, together with Wind Designs has a wealth of innovative products to showcase at Toymaster, starting with Discovery Toys.

Encouraging children to have fun outdoors and learn from the natural world, Trends UK and Wind Designs are launching a range of new Discovery Toys for 2018 that explore nature on the go. The Discover Pocket Scope is a new handheld microscope for outside investigation of specimens in minute detail.

The Discovery Toy range from Trends UK is inspired by the Discovery Channel. Making learning fun and interactive, the Discovery rots promote adventure and curiosity about the real world with items that have a year-round appeal.

Elsewhere, Sweet Pups plush are set to launch in May. These cute items have already proved a hit with bloggers and social media influencers, following a sneak preview campaign.

Transform these toys by turning them inside out with 12 adorable breeds to collect in series one.

Coming in an assortment of edible treats these cute pups are sure to be a hit.

For the budding spies, the SpyX range is available now. Kids can role play a cool crime fighter with gadgets like listening devices, laser alarms, night mission goggles and communication devices.

Finally, the award-winning Paint Sticks range developed by Little Brian is immensely popular with pre-schoolers, parents and teachers. The products offer mess-free painting on multiple surfaces with the unique twist up format which allows paint to dry in as quick as 90 seconds.

Featured product

Discovery Binoculars Manufacturer:Trends UK

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TOYMASTER

Spin Master 01628 535000 Spin Master continues to showcase disruptive innovation with exciting new product launches at this year’s Toymaster show, as well as offering independent retailers exclusive ‘show only’ offers of up to 25 per cent off selected lines.

With an ever-increasing toys, games and entertainment portfolio, key highlights that visitors can expect include Season 3 Hatchimals CollEGGtibles, exciting PAW Patrol themes and toys, highly anticipated new tech toys, and brand-new pre-school line Rusty Rivets.

Following the positive momentum around Season 2, the brand-new Season 3 Hatchimals CollEGGtibles introduce “Hatch Friends Forever” With over 100 new friends to collect, each new Hatchimals CollEGGtibles has a best friend, squad or twin. Further developments for the award-winning brand later in the year will also be unveiled at the show.

Spin Master takes innovation to the next level across its brands in 2018. From the launch of new cutting-edge Air Hogs and Cool Maker products, to a brand-new tech toy set to disrupt the market, independent retailers will be able to experience the product firsthand.

Not forgetting the phenomenon that is PAW Patrol, all the latest from Spin Master’s toy range will be there, including the reveal of an exciting new theme for AW alongside a lineup of new and original products.

And finally, Spin Master will be showcasing the new pre-school line Rusty Rivets based on the popular Nick Jnr show. Retailers can expect dynamic designs and exciting play patterns guaranteed to impress both parents and pre-schoolers. .

Featured product

Hatchimals CollEGGtibles Manufacturer: Spin Master

Re:creation 0118 973 6222

With the strong performing LEGO and Magic Tracks brands among Re:creation’s Toymaster offering, as well as Floof - the ultimate in new and compelling compounds, there is much for retailers to get on board with in the coming months. Visit the stand to meet the team and discover show discounts across the portfolio.

The power of the LEGO brand is at play in 2018 as fun additions join Re:creation’s LEGO Lights offering. While hot properties, LEGO Star Wars and LEGO DC Super Heroes continue to perform well at retail, classic characters make a welcome arrival too. LEGO Hot Dog Man and LEGO Banana Guy will provide an irresistible draw to fans of the brick and for those looking for something completely new, LEGO Lights welcomes the launch of the LEGO Monsters collection later packed with Zombies, Witches and Skeletons in a style only this iconic brand can deliver.

If reactions from press and visitors to January’s Toy Fair is anything to go by, autumn 2018 is certainly going to be ‘floof-tastic’. Among them, leading YouTuber Tiana from ToysandMe fame, who has already included the product in a video feature. Floof is a captivating range of light as air, moldable compound available in a selection of playsets and themes and offering a range of price points. Included in the range are 40g Tub on Card pack, Floof Starter Set, Floof Builder Set and Floof Mr and Mrs Snowman set including the Floof compound, tools and accessories needed to create exciting snowy fun that the sunshine can’t spoil.

Featured product

Floof Manufacturer: Re:creation

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Vivid 01483 449944 As global Master Toy partner for Nickelodeon property Nella the Princess Knight, Vivid is introducing a cross-category range of plush, dolls, role play items and playsets based on the popular animated show. Hero product Transforming Princess Knight Nella Doll has a magical feature that with a press a button changes her from Princess to Knight. Hear her talk and sing by pressing her tiara with accompanying brush accessory to encourage hair play.

With a history of success within the collectibles market, Vivid has launched Squeezamals with a unique design USP. Covered in a super soft furry fabric, each animal themed Squeezamal features a scented, unique slow rise foam interior and can be squashed, squeezed and cuddled - always returning to its original shape.

Vivid will showcase its new Tiana Toys AndMe inspired, unboxing themed toy range at the Toymaster show. With more than 1.7 billion view numbers and 7 million subscribers to her YouTube channel the globally recognised 10 year old ‘professional’ unboxer and toy reviewer features across a range of micro toys, gifts and fashion accessories.

For Crayola, Color Wonder remains a core focus for 2018, with range support to include TV advertising and digital and new licenses launching in AW18. The Crayola Ultimelt Pen is set to be the hottest new creative toy for 2018.

Featured product

Crayola Color Wonder Manufacturer: Vivid Imaginations

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Las Vegas Licensing Expo 2018

LICENSING CITY: AN INSIDE LOOK AT LAS VEGAS LICENSING EXPO 2018 With a veritable feast of original toy and '90s throwback IP entering the children’s and ‘kidult’s’ entertainment space, there’s more reason for the toy industry to make the trip to Las Vegas’ Licensing Expo than ever before. Robert Hutchins gets the inside knowledge on what to expect from this year’s big show in the bright light city

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Las Vegas Licensing Expo 2018

L

ast year, the global box office brought in just under $40 billion, an increase of three per cent on the year prior.

According to industry analyst comScore, the majority of that whopping total was as a result of franchise films, the kind with ‘significant licensing attached.’ So if you’re wondering what kind of strength the character and entertainment licensing sector is seeing, we’ll stop you there. It’s pretty huge.

What’s more, the character and entertainment sector is finding new audiences within global growth markets, driving greater and greater success in the licensing space, which of course, encompasses toys.

Take China for example; its box office grew 22 per cent in 2017 to $8.5 billion with Hollywood franchise films representing almost half that number. Meanwhile, the continued rise of streaming video on demand has created ‘tremendous demand for content,’ and kids and adult animation is one of the strongest categories of growth for the SVOD networks. So, there’s a feast of IP out there to be consumed: by kids, families, licensees and retailers.

If only there was a show in which all these entertainment brands were housed

"Sports, fashion and toys IP are real growth areas for us in terms of brands and licensing, while within entertainment we are seeing a strong demand for nostalgiac and revival brands. It's really hot right now."

Jessica Blue, Global Licensing Group under one roof for the global licensing industry to bask in. Preferably somewhere hot, and preferably somewhere that the only question asked - when you roll in bleary-eyed and 30 minutes late for your first meeting - is ‘so, who were you drinking with last night?’

Well, you know exactly where this is going, suffice to say that Las Vegas' Licensing Expo is becoming an increasingly important week in the toy and licensing calendar.

“Licensing Expo 2017 was one of the most successful to date with the debut of Licensing Week, a brand new initiative where we incorporated all events surrounding Licensing Expo into one streamlined week of licensing industry happenings,” says Jessica Blue (pictured left), senior vice president at Global Licensing Group.

“This year, we are doubling down on Licensing Week, adding more events and continuing to improve the overall experience,” she tells ToyNews.

Some notable additions to this annual licensing showcase include the Global Licensing Group Theatre, a Taste of Licensing University and Vibe from InventHelp, a browsing experience highlighting new and innovative products before they hit shelves.

Amongst it all – and there is a lot of ‘it all’ to take in, from the surge in sports licensing to the continued growth of video gaming and esports – children’s IP and toy IP stand out as the largest sectors of expansion, be that from the current nostalgic trend and 90s cartoon revival through to original and new toy IP that encompasses the likes of Shopkins, LOL Surprise and Pikmi Pops.

“We are seeing lots of rebooted classics and '90s cartoons remakes, series like Blues

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Las Vegas Licensing Expo 2018

Clues, Rugrats, Muppet Babies, The Jetsons, Aladdin and Mulan movies, rebooted Animaniacs for Hulu, Megaman for Cartoon Network, She-Ra for Netflix, Invader Zim for Nickelodeon and several new editions such as a Transformers Cartoon called Cyberverse, a live-action Little Mermaid, a Spawn film from Todd McFarlane and a PBS show of a rebooted Where in the World is Carmen Sandiego, so nostalgia is very hot right now,” continues Blue.

Couple this with the recent revelation that the ‘kidult’ toy market – the number of adults buying toys for themselves – has increased yet again to account for 11 per cent of the UK toy market, and Licensing Expo presents itself as a goldmine of opportunity for toymakers this year.

“Sports, fashion and toy IP are growth areas for us in regard to brands and properties,” says Stephen Ekstract, brand director, Global Licensing Group. “We have a diverse new roster of new exhibitors that have signed on for Licensing Expo 2018, including the Country Music Association, Gearbox, Penguin Random House, Spin Master, Tetris, Tokidoki and more.”

Perhaps most notable is the increase in international representation that the show

has seen over the past four years, with a rise of 87 per cent in attendees from South Korea and a 23 per cent increase in attendees from Japan.

“Product categories also saw an increase in growth,” says Ekstract,"video games experienced a 46 per cent increase and TV, video, film and streaming followed closely with a 45 per cent increase.

“Meanwhile, licensing has become a mainstream marketing tool and revenue driver for all areas that impact consumer products, and, with the continued globalisation through digital communication of brands, sports and entertainment, the business of licensing continues to grow.”

If you’re into your sports, the Licensing Expo 2018 presents the ideal show for you.

According to the 2017 Annual LIMA Global Licensing Industry Survey, sports licensing has been on the rise and in 2016, sales of licensed sports properties grew to $25.3bn, a two per cent increase year on year.

“Licensing Expo provides athletes with opportunities to generate revenue using their likeness for products and services – solidifying their personal brand outside of their respective field of play,” says Global Licensing Group's Ekstract.

“We have several key players associations and industry leading licensors and licensing agents exhibiting this year, including the Major League Baseball Players Association and the National Football League Players Association, Brandgenuity, Dorna Sports, EDGE Americas Sports, IMG Licensing and a whole lot more.”

What’s apparent is that growth is at the top of the agenda for Licensing Expo for this year and the foreseeable future, evolving, as it is, with the consumer zeitgeist and aiding brands to meet their fans where they currently are.

“The growth of our show floor often follows the growth of the licensing industry,” enthuses Jessica Blue. “As mentioned, sports, fashion and toy IP are growth areas for us in regards to brands and properties.

“It’s also important to note that retail sales are stronger than they have ever been.

Certain brick and mortar retailers are doing quite well, and ecommerce continues to get stronger. We know that consumers will buy merchandise based on a number of factors and our particular focus is on licensing, a very critical part of the equation.”

As for the trends currently impacting upon the licensing space, Blue has this cov-

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Las Vegas Licensing Expo 2018 ered too, continuing to evolve the show’s educational aspect to cover the latest in consumer spending trends and demand.

Among them, personalisation and speed to market have been highlighted as two significant trends impacting both the licensing industry and retail.

“Our opening keynote, led by Nicholas Denissen, vice president, Amazon will discuss these trends in his panel session titled Great Expectations: Peace, Selection, Convenience and the Customers,” Blue says, explaining the show's educational strand.

“Meanwhile, hosted by LIMA, Licensing University will include a day of ‘basics’ programming for industry newcomers, a full slate of ‘up close and personal’ roundtable sessions, and countless sessions on the latest trends in the licensing industry.

“There will also be more advanced sessions covering international licensing and how augmented reality and virtual reality technologies will affect licensing and piracy issues in the industry.”

An industry driven by connecting people, networking remains at the heart of the suc-

cess of Licensing Expo, presenting plenty of opportunities for attendees to do so, and whether you’re a show newcomer or an industry veteran, the Opening Night Party should be top of the bill. Housed this year at the Mandalay Bay Convention Centre, the party will ‘feature smaller activations and entertainment’ with the aim of ‘paving the way for easier conversations and better connections.’ The semantics of that are open to your own interpretation, but there’s no doubt a cheeky few Cuba Libras will be involved.

'ROUND THE TRENDS: WHAT'S HOT IN 2018?

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hile the fluorescent lights of the slot machines and clatter of the roulette wheel may appeal to your dangerous side, when it comes to the IP you back for 2018 and onwards, you may be less willing to take the gamble. But with such a smorgasbord of licenses from across the $269.2 billion global licensing industry laid out at Las Vegas’ Licensing Expo, just how can you go about choosing the right one for you?

We understand the woes only too well, so allow us to try and ease them somewhat with our quick guide across some of the best trending sectors in entertainment licensing.

Old is the new…new The retro revival scene is currently harbouring some big business. Nowhere is this more evident than with the entertainment licensing space, particularly when you take a look at the recent slew of output from the video gaming market.

For years it has been viewed as the nemesis of the toy market, stealing an audience from a sector that has found kids transitioning from toys to gaming at an increasingly younger age. However, in light of recent NPD data – revealing that the kidult market (adults purchasing toys for themselves) is on the rise for the second year running – the time is nigh for toys to hold their own in this clash of kings.

Companies like Nintendo and SEGA are reconnecting players with their heritage via

products such as the SNES Classic Edition and the smartphone-based SEGA Forever range, while a raft of other studios are manufacturing systems that allow players to engage with original cartridge games in the comfort of HD. Demand in this space is high and it was only inevitable that consumer products would shortly follow.

Nintendo currently boasts an expansive portfolio across its consumer products division, encompassing toys and plush that take inspiration from its illustrious line-up of iconic characters led, of course, by the moustachiod Mario. Meanwhile, SEGA retains its status as the beacon of the 16-bit era and a mainstay of Licensing Expo, returning this year with a wealth of opportunities within the consumer products space.

In fact, according to the firm, 2018 is set

to be ‘one of SEGA’s most exciting years in the world of brand licensing to date,’ with numerous new projects set to launch over the next few months. Leading the way is the upcoming release of Sonic Mania Plus, a retail enhanced version of the 2017 hit, Sonic Mania. Featuring a cast of new playable characters, it’s ready to hit retail this year. It’s prudent to point out that SEGA isn’t shy of a partnership or two for its flagship character, either, most notably pairing Sonic the Hedgehog with PUMA for the reboot of the sport brand’s classic '80s Running System line.

SEGA is propelling the retro renaissance into 2018 and beyond with the updated SEGA Mega Drive and Genesis Classics collection – coming to PlayStation 4 and Xbox One later this month. Titles like Golden May 2018 | toy news | 43

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Axe and Streets of Rage aim to get pulses racing for all fans of this vintage '90s era of gaming, says the company.

Round this out with the added delights from the likes of Bandai Namco – the harbinger of both the Pac-Man and Tamagotchi eras – and Activision Blizzard who holds the rights to IP such as Crash Bandicoot, and the retro gaming space certainly looks worth exploring this year.

However, you may prefer your retro properties rooted more firmly in the traditional linear TV space. It’s handy then that Licensing Expo is also housing plenty of nostalgia from the '90s cartoon revival scene, from the likes of Blues Clues, Nickelodeon’s Rugrats, Jim Henson’s Muppet Babies, The Jetsons, Cartoon Network’s Megaman and She-Ra for Netflix. If you haven’t yet checked out Funko’s retro Nickelodeon line up of Pop Vinyls, make sure you do. Having made its debut at New York Toy Fair, the collection is sure to have you reliving a few childhood memories.

A pre-school proper gander Well, where to start? The pre-school sector is seriously competitive and even more notoriously rammed to the hilt with IP spanning those of evergreen status such as

The pre-school sector is seriously competitive and even more notoriously rammed to the hilt with IP spanning those of evergreen status such as Entertainment One’s Peppa Pig or Sesame Workshop’s Sesame Street, to emerging new brands like Alpha’s Super Wings or Acamar Films’ Bing.

Entertainment One’s Peppa Pig or Sesame Workshop’s Sesame Street, to emerging new brands like Alpha’s Super Wings or Acamar Films’ Bing.

In fact, according to recent data, the preschool licensing market is worth upwards of $12.8 billion with toys taking around a 50 per cent share of the licensed pre-school

activity. 2017 was a standout year for preschool IP, going some way to explain why Nickelodeon and Spin Master’s joint venture PAW Patrol is practically inescapable.

In fact, the outside observer could be forgiven for thinking Nickelodeon has the pre-school sector sewn up with the likes of Dora the Explorer, PAW Patrol and even its recently launched IP, Nella the Princess Knight going gangbusters at retail. In 2016, Dora the Explorer sat at the third most profitable pre-school IP with $933m in global sales for the brand.

The brand sat behind Winnie the Pooh at number one, ringing in a total of $1.2bn in global sales and Disney’s Frozen at number two having totalled $994m. Break down the listed top 20 licenses of 2016 and you’d be quick to note the seemingly even spread of heritage brands and newcomers drawing in the biggest market share. Sesame Street, The World of Beatrix Potter and Miffy & Friends sit alongside Peppa Pig, Disney’s Doc McStuffins, Hasbro’s My Little Pony and the World of Eric Carle.

This year, eOne’s Peppa Pig continues to expand into international markets and now boasts over 1,000 licensees globally. The brand has standout retail presence in the UK, US, China, Italy, Brazil and France and

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FOR LICENSING OPPORTUNITIES, VISIT US AT THE LICENSING EXPO STAND Q236 OR CONTACT: EUROPE, MIDDLE EAST & AFRICA: Jason Rice Email: jason.rice@sega.co.uk Tel: +44 (0) 208 996 4568 www.sonicthehedgehog.com/uk

Untitled-1 1

@Sonic

US, CANADA & LATIN AMERICA: Anoulay Tsai Email: anoulay.tsai@segaamerica.com Tel: +1 (747) 400 2410, ext.203 @sonic_hedgehog

/sonicthehedgehog

/sonic

REST OF THE WORLD: Shigefumi Tanzawa Email: shigefumi.tanzawa@sega.com Tel: +81 3 6871 7122 ©SEGA

26/04/2018 10:48:08

Las Vegas Licensing Expo 2018

taps into an expansive collection of licensed sectors from experiential and live attractions – many in partnership with Merlin – to toys, apparel and more. Elsewhere, the studio’s pre-school superhero property, PJ Masks has soared in popularity over the last 12 months, aided by a master toy line from Just Play.

Rolling on the years The advent of content streaming – or SVOD as it is better and more professionally known – has been highlighted by many as the biggest step in the evolution of the licensing industry. Content is now everywhere, all of the time and therefore needs to be accessed by audiences thusly.

In turn it has bred a new culture of creativity, giving more platforms to more programming. It’s one of the reasons why we have seen the rise of the Netflix Original series, the advance of Amazon Prime and the increased interest in platforms like Crunchyroll whose sole purpose is to deliver anime series to the world’s growing fan base.

SVOD has also played a helping hand in diversifying the audiences that the toy industry can tap in to, propelling the rise of the kidult market and the many examples surrounding it from the impressive

When it comes to servicing both the adult and children’s markets, Cartoon Network really does know its onions.

The firm is returning to Licensing Expo this year with a portfolio that spans the ages.

turnaround of the Games Workshop and Warhammer brands in the licensing space, to the crazed fandom surrounding the Adult Swim IP, Rick and Morty.

In fact, when it comes to servicing both the adult and children’s markets, Cartoon Network Enterprises really does know its onions and firm is returning to Licensing Expo this year with a portfolio that spans the ages. A rebooted Ben 10 animated series is igniting the pre-school sector, The Powerpuff Girls remains as strong as it was 20 years ago among older kids and comes with

a rounded licensing portfolio including new launches from LEGO, while plans are in place to ‘significantly expand the consumer products programme around Rick and Morty,’ to the delight of its global fanbase.

Meanwhile, Japanese anime movies and TV shows have been sliding in to the mainstream in the UK and US over the last few years. Having first arrived courtesy of Studio Ghibli, its attracted only the niche audience for decades. But today, something is changing.

Netflix and Crunchyroll have done wonders for its growth in popularity driving series such as Attack on Titan and Cowboy Bebop closer and closer to the mainstream.

Unsure of the audience size for anime here in west? Just take a look at the phenomenal success of Pokémon, Yu-Gi-Oh and Dragonball Z. Last year The Pokémon Company saw profits surge by 2,400 per cent with a franchise spanning video games, animated series, consumer products and more.

On top of all of this, let’s not forget Marvel, DC, WWE, Lucasfilm and Ubisoft; all major players in that multi-billion dollar entertainment industry that crosses films and video games. With Avengers: Infinity War already setting new records, 2018’s prospects of outstripping 2017’s $40bn box office total is looking rather good.

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December 2017

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2018

Our 2018 features list is available and with it a new chance for you to sign up and get involved in the industry’s leading and most read publication.

Get in touch with anything you’d like to see us cover in ToyNews Contact Rob on rhutchins@nbmedia.com and for advertising opportunities get in touch with Jodie Holdway on jholdway@nbmedia.com

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26/02/2018 16:42

Jurassic World

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Jurassic World

LICENSAURUS REX Jurassic World: Fallen Kingdom hits cinemas next month and Universal Studios is already going colossal with its global licensing campaign. Robert Hutchins talks to Universal's Hannah Mungo as he adventures into this prehistoric brand to discover Universal's massive plans in the consumer products, toys and retail space, and it turns out...they do move in herds

S

tomething feels different this time. It’s been three years since Universal first brought the Jurassic Park film franchise back to life; taking its perfectly preserved DNA and using it to deliver audiences the blockbusting spectacle that was 2015’s Jurassic World.

A real 21st Century adaptation of the 25-year-old original on-screen concept; where Steven Spielberg’s Jurassic Park broke the mould with animatronics and puppetry, Colin Trevorrow’s creation did so with CGI. A financial success too, Jurassic World brought in around $1.6 billion at the global box office, making it the fourth highest grossing movie of all time. How’s that for breathing new life into this prehistoric universe?

It’s no wonder there’s a buzz about Universal Studio’s return to the Jurassic franchise this year with next month’s cinematic release of Jurassic World: Fallen Kingdom. Yet this time, something does feel different; it's something very exciting indeed.

Perhaps it’s the coming off the back of what’s been described as a 'lacklustre year' for licenses in the toy space that has the mood so pumped for 2018 helping of Jurassic adventure?

But more so, maybe it’s that this time around, Universal has taken colossal steps to seed not only a blockbuster movie but a blockbuster licensing campaign into both the retailer and consumer’s psyche.

“This is far more than an event moment for us,” explains Universal Brand Development’s director of consumer products for the UK and Ireland, Hannah Mungo.

“We have created a top-tier merchandising programme to thrill fans of all ages and the response from licensees, retailers and consumers has been overwhelmingly positive. The product launched on April 16th and initial sales are exceeding expectations.

“On a global and local level, we have the very best partners on board. Momentum has been building up ahead of the film’s release in June and lines are already expanding because partners see Jurassic World as a franchise opportunity, not just a movie moment.”

Celebrating both the fifth instalment in the Jurassic franchise and the 25th anniversary of the original film, Jurassic Park, you really would expect Universal to go big. And they certainly won’t disappoint, making the most of the Jurassic World opportunity in both May 2018 | toy news | 49

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Jurassic World the kids’ and adult’s space, and offering ‘more than ever before,’ from toys and consumer products to VR experiences that allows fans to roam Jurassic lands with Jurassic World’s lead Velociraptor, Blue.

“Global partners Mattel and LEGO have incredible ranges of Jurassic World product,” continues Mungo (pictured right), “while at a local level, best-in-class partners are coming from every kids’ category including toys and dress-up, apparel and accessories, publishing, food and beverage and stationery.

“Every partner is bringing something unique to the programme, that’s one of the joys of a franchise with such a diverse and well-established fan base.”

UK licensees already include Cartamundi, Clementoni, Funko, Mashems Collectibles from Basic Fun, MV Sports, Mondo SPA, Posh Paws, Ravensburger and Sambro, while Skyrocket Toys has virtual reality virtually sewn up. Outside of toys and other categories include plush, cakes, homewares, greetings, publishing and apparel.

“We also have full coverage across all retail outlets in the kids' space,” Mungo adds. “You’ll see major activity at top toy retailers between now and summer 2019.

We are creating a world class retail campaign in the UK – one that is new and fresh and driven by product.”

Given the scale of the activity surrounding the film’s launch this June and the efforts gone to to ensure the staying power of the brand at retail, it probably goes without saying that this is “the biggest roll-out in the kids’ and adult’s space for the Jurassic franchise to date.”

Mattel is offering 70 true-to-film dinosaurs to collect, as well as a remote control Jeep, action figure packs and a Thrash ‘N’ Throw T-rex. Meanwhile, for its global launch, LEGO has designed 13 constructions spanning its various play categories Duplo, LEGO Juniors and Systems, as well as creating new animated content and, for the first time, a lifestyle collection of apparel and accessories.

“So although the licensing programme is led by toys, it’s proving truly cross-category with high demand for apparel among both boys and girls,” says Mungo. “There will be exclusive ranges from Mattel and LEGO at Smyths, together with weekly offers, an online hub and a year-long calendar of key moments.

“Our bespoke marketing message 'The Gates are Open' is already creating a lot of excitement at retail.”

Of course, none of today’s activity around the franchise would be possible if it weren’t for the success of – what by many will always be revered as a beacon of cinematic history – Jurassic Park, 25 years ago.

Paying homage to the film that kickstarted it all a quarter of a century ago, Universal has marked the milestone with a raft of special events, promotions and targeted product launches over the first part of the year.

“We launched a Gen Art x Jurassic Park capsule collection, inspired by the anniversary of the original film, exclusively at the Macy’s Herald Square in New York City and Jurassic World: The Exhibition has just reached Paris after a successful run in Melbourne, Philadelphia and Chicago,” explains Mungo.

“The exhibition is an interactive experience that takes visitors through a Park-like tour of Jurassic World through exhibits featuring life-sized animatronic dinosaurs.”

Adding to the roster, Jurassic Park in Concert will tour 15 UK cities, showing the film in HD with a symphony orchestra performing the score to picture, while other anniversary activities include a social media campaign with clips of ‘Best of’ Jurassic Park moments, Special 25th Anniversary DVD box sets and product collections.

It’s all part of fuelling the “huge appetite” for classic Jurassic Park merchandise, while building momentum behind this year’s big release.

“The trend of nostalgia really is continuing apace in the UK and we have some really great licensing partners on board to meet this demand for Jurassic Park. It’s great to see men and women as well as a new generation of children embracing

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Jurassic World

“The cross-generational appeal of the Jurassic World franchise is widely recognised as a secret to its success and the combination of an epic film, unique brand heritage and appeal of our dinosaurs means that Jurassic World: Fallen Kingdom will be one of the biggest film and merchandising events of 2018.

Hannah Mungo, Universal Brand Development

the property together,” enthuses Mungo, herself a fan of the brand.

But like the movie franchise itself – and its menagerie of self-referential in-jokes, high lighting the clever awareness of necessity – things too, must evolve in the licensing space. It is, after all, how the sector remains relevant to the tastes of today’s consumer. Mungo and Universal know this, because it’s what pushed them to strive for licensing innovation at every turn.

“Some things have evolved beyond recognition in the licensing space,” continues the consumer products director. “The idea of a competition for User Generated Content would have been unheard of 25 years ago, for example.

“As would the integration of digital and social across so much retail and licensee activity.

“Then again, some thing haven’t changed at all – retailers and licensees are still tireless in their efforts to find interesting and inventive ways to engage fans. And above all else, it’s the content.

“The cross-generational appeal of the Jurassic World franchise is widely recognised as a secret to its success and the combination of an epic film, unique brand heritage and appeal of our dinosaurs means that Jurassic World: Fallen Kingdom will be one of the biggest film and merchandising events of 2018.

“Our objective is to create products and engaging fan experiences that reach every age group and toys are a vital part of that mission. Our very dedicated toy partners have elevated the themes, experiences and values of the film into different play opportunities from construction to role

play, dress up to collecting.” And without a doubt, everything in between.

Among them is Mattel who, by ‘authenticating its Jurassic World dinosaurs with the iconic logo,’ has turned the range into a sought after collectable line. To accompany its toy lines, the firm has also launched The Mattel Jurassic World Facts App that brings its toy range to life on screen.

“It’s a deceptively simple tool that integrates real and digital play to give authenticity to the range and a more immersive Jurassic World experience for fans.”

And if there is one thing that fans want, it’s immersive experiences, not only from the digital space but also the live, experiential space, too.

“It’s an interesting paradox isn’t it – that as ‘personal consumption’ via social and digital channels increase in importance, so do live events and ‘real’ experiences at every scale,” muses Mungo.

“Live events and digital strands are very important for Jurassic World. We are working with Field Entertainment on a live stadium Jurassic World experience, for one example.

“It’s scheduled to launch in autumn 2019 in the US and features a herd of life-sized dinosaurs extending up to 40 feet long. Meanwhile, in the digital space, mobile game developer Ludia will launch its third mobile game in partnership with Universal – Jurassic World Alive,

which uses location-based tech and AR to allow users to interact with the film’s dinosaurs as they roam alongside.

“All these initiatives add significant breadth and depth to the franchise. They allow fans to create their own experiences linked to the films and will help drive sales of consumer products as those same fans are drawn to owning a part of the fun.”

So if you think Universal is taking the film’s launch next month, or the expansion of the Jurassic franchise, lightly – it’s probably best to think again. This really has got the ring of something colossal about it.

Mungo re-emphasises: “This is far more than an event moment for us. It’s the perfect example of Universal’s long-term franchise strategy in which we aim for permanent shelf space all year round, with events layered on at key moments.”

And there you have it. We did say something felt different this time.

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Jurassic World

FEEDING THE PLAY DIET: MATTEL AND LEGO ON THE RAGING APPETITE FOR THE JURASSIC WORLD FRANCHISE

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ringing the monsters of the Mesozoic era to the toy shelves of today is, of course, no new concept.

First discovered by British scientists way back in the 18th Century, it was in the early 19th Century that the stories around dinosaurs really became popularised, inspiring tales of enormous beasts roaming faraway lands, the likes found in Arthur Conan Doyle’s The Lost World.

As products of the 20th and 21st Centuries, of course, audiences are far more partial to watching their monsters wreck havoc on the big screen, before filing to the likes of The Entertainer and Smyths Toys to pick their favourites off the shelves.

Despite the many, huge anachronisms we have grown to accept – why manufacturers insist on grouping the Jurassic period’s Diplodocus and Stegosaurus alongside the Cretaceous’ Tyrannosaurus Rex is beyond me – dinosaurs are an ever popular topic, worthy of a toy category all for themselves.

I mean, we’re dealing with toys based on creatures from upwards of 65.5 million years ago – and people tell me that Peppa Pig is an evergreen IP. But of course, as is life, we are all subjected to that little thing called evolution. And just as (to paraphrase

the movie’s tagline) ‘life has a way,’ so to does Universal Brand Development, Mattel and LEGO in ensuring that consumer and children’s interest in the land before time remains as strong now as ever before.

It all kicks off with Mattel’s extensive product line-up, aimed at driving fan engagement in the run-up, during and after the film’s theatrical bow.

“We have a really exciting range to support the movie release, including our fantastic spring media driver, Jurassic World Thrash ‘N’ Throw Tyrannosaurus Rex which has epic sound features and includes tail activation which opens her mouth, allowing her to pick up other dinosaurs in the range,” explains Katherine Daniel, marketing manager, Mattel Toy Box. “We also have our Jurassic World Attack Pack which includes our core dinosaur figures. Each dinosaur is action scale which means they are

all scaled correctly to each other, and offer great collectability for fans. The Jurassic World Villain Dino figure has ominous features that include slick black scales, long arms with dagger-like claws and extra points of articulation.”

Already, Mattel is boasting ‘positive early reaction to the toy range,’ from consumers, who, since the launch of the collection in April, has responded with ‘great feed back to the toys’ articulation and authenticity.’

“We feel this really differentiates the Mattel Jurassic World toys from other dinosaurs in the market,” continues Daniel.

“As we get closer to the film release, fans can expand their collection to recreate their own Jurassic World stories at home.”

Let their be no qualms about it, Jurassic World: Fallen Kingdom is a big deal for Mattel. Often the go-to toy company around big franchise movie releases, the toymaker is well-versed in delivering a movie tie-in toy line and the supported it requires.

“The Jurassic World: Fallen Kingdom range spans a number of categories including action figures, pre-school and vehicles, which means there are a number of consumer entry points into the range,” says Daniel. “We have a comprehensive

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Jurassic World marketing campaign across the year with key media drivers, PR, digital support and robust retail activations.”

One of the main points of difference for Mattel’s Jurassic World range is its focus on the digital aspect with Mattel’s Jurassic World Facts App, allowing the firm to ‘integrate a cross-category approach.’

What that means, is that the digital innovation – the app – will drive collectability across Mattel’s entire range, as kids will be able to ‘scan each of their dinosaurs to learn more about them.’

“This will keep Jurassic World top of mind and enable kids to track and collect all the range,” enthuses Daniel.

Of course, the retail scene is where it really matters, and once again, early indications point towards success.

“We have received phenomenal feedback and appetite from retailers, and consumers are really excited for the Jurassic World sequel, there is a lot of positive energy for the toy range,” continues Daniel. “We are confident about our range and we are looking forward to positive sales momentum.

“We will deepen the product line to maintain the excitement and to continue with new news leading to the DVD release later in the year.”

With such an extensive campaign and toy roll-out in place, it would appear that Jurassic World: Fallen Kingdom could just be the antidote to ‘a slow year for licenses’ over 2017. It is the belief of Al Galletly, brand manager for LEGO Jurassic World, that this could be the property that turns the tide for retailers this year.

“Given the success of the first film, we believe there will be significant interest and demand from fans to enhance their experience of the film outside of the cinema and feel the LEGO Jurassic World range offers a fun way to engage and enjoy the franchise.”

No stranger itself to major IP partnerships, LEGO has a rich heritage of collaboration with prominent license holders, bringing its ethos and look to some of the world’s most popular cultural properties. It would seem then that the Jurassic Brand is in a pretty safe pair of hands.

“The Jurassic World range is a key part of our IP partner ranges and we are committed to growing that portfolio to offer consumers an array of build experiences that are inspired by widely popular cultural properties,” says Galletly.

“We have a very exciting range of Jurassic World: Fallen Kingdom sets coming from LEGO, spanning our LEGO Duplo pre-school range, LEGO Juniors and full LEGO System sets, some even include homages to the original Jurassic Park."

Tapping into the pre-school market, LEGO Duplo is introducing the Jurassic World Gentle Giants Petting Zoo, helping children develop fine motor skills as they build, while engaging with the brand. This is followed up with the LEGO Duplo Jurassic World T-rex Tower, a set that enables fans to recreate the drama from the film.

Meanwhile, for LEGO Juniors, fans can get hands on with that terrifying beast, the Velociraptor with the LEGO Juniors Jurassic World Raptor Rescue Truck or delight in the LEGO Juniors Jurassic World Pteranadon Escape set, featuring an easyto-build helicopter.

The LEGO Jurassic World T-rex Breakout set, Lindoraptor Rampage at Lockwood Estate set, Pteranodon Chase set, Stygimoloch Breakout, Blue’s Helicopter Pursuit and Carnotaurus Gyrosphere Escape sets join the LEGO Jurassic Park Velociraptor Chase set in rounding out the extensive product range.

Now, if you’ve done recovering from that mouthful of a range you’ll be pleased to

know that, while 80 per cent unpronounceable, the range has elicited ‘overwhelmingly positive reaction’ from fans and the media alike, and we know they're hard to please.

“We are hopeful that the early excitement around the range will continue and everyone who gets their hands on a set will have a thoroughly enjoyable build experience, as well as being impressed by the details of the sets,” says Galletly.

“The Jurassic World range offers a unique learning experience for kids where they are being immersed into a reimagined prehistoric-era filled with creatures that have been a part of shaping the world we live in today.

“We are hopeful that the excitement around the launch of the new Jurassic World range continues to grow and will begin to build up as we move towards the film’s launch date.”

Beyond that, Galletly reveals, LEGO will be looking at how to enhance the Jurassic World range for fans of the latest film and LEGO alike.

Where this will take them, we can only wait to discover, but there’s very little doubt that it will be appropriately scaled to match even Jurassic World’s biggest beasts.

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Jurassic World

THE THRILL AT THE TILL:

JURASSIC WORLD TAKES A BITE OUT OF UK RETAIL

W

hen a studio like Universal comes knocking on your door with the hope of turning your store in to a cinema for the night, you know you’ve probably made the big time in the retail circle.

One or two questions may leap to mind of course; how much is this going to cost me and how is this going to benefit or boost product sales? There’s little doubt these were the first questions to leap to Smyths Toys Superstores’ minds when first approached by Universal earlier this year.

There’s also a degree of certainty that when Universal’s men in suits dropped the name of the studio’s upcoming movie Jurassic World: Fallen Kingdom, followed by the phrase ‘the company’s most ambitious licensing push to date,’ that the Smyth brothers leapt for the contract faster than a velociraptor at feeding time.

“We have seen great interest in Jurassic World, as anticipated and the projection has showcased the arrival of the range from Mattel and LEGO,” Sinead Byrne, Smyths Toys

The signed deal, as it turns out, was one to transform Smyths Toys’ Central London store into a giant double cinema screen, showing exclusive Jurassic World: Fallen Kingdom trailer content and a specially created call to action message for consum-

ers. The event was to mark the launch of Universal Brand Development’s UK retail consumer products programme, but instead it ended up doing so much more; seemingly reigniting the UK consumer’s passion for a franchise that this year celebrates its 25th anniversary.

With a product line-up led by LEGO and Mattel – and covered extensively within these very pages – Universal’s move to engage consumers through toy retail makes every sense. The studio even hired a team of projectionists to deliver the cinematic content in high definition with 5.1 surround sound and documented the whole process in time lapse footage that Smyths was then able to share across it social media platforms as well as within its online cross category Jurassic brand store.

When you team with Universal, it would seem, you certainly get the full monty.

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Jurassic World

“Mattel has done a brilliant job creating authentic, Jurassic World dinosaurs, which will be greatly in demand. The LEGO offering is utterly comprehensive, and all other licensees have done a great job. I think Jurassic World toys will do well in our particular retail environment.”

Stuart Grant, The Entertainer

“We are so excited to be working with Universal to bring the Jurassic World toy range to life in-store and online,” says Sinead Byrne, joint head of marketing at Smyths Toys Superstores. “The projection experience at our Staples Corner site was ground-breaking for us and is just one great example of how we are working with the Universal team to fully immerse our customers in the Jurassic brand this summer.

It’s going to be massive.”

Since the launch of the promotional event, Smyths Toys has only seen interest around the Jurassic World brand intensify.

“We have seen great interest in Jurassic World, as anticipated and the projection has showcased the arrival of the range from Mattel and LEGO,” Byrne tells ToyNews.

“We are off to a strong start with sales of toys and we are seeing growing demand around the movie and the product ranges.”

On top of all of this, the activity at Smyths Toys Superstores still continued to do more; it acted as the signalling gun for a slate of UK wide retail activations around the Jurassic World: Fallen Kingdom brand.

Universal Brand Development’s Hannah Mungo, explains: “Our activations so far have shown that Jurassic World: Fallen Kingdom has huge cross generational family appeal, and by exploring universal themes of dinosaurs, survival, action and adventure, and combining outstanding products with retail executions that push the bar, we are on a mission to prove that the blockbuster movie licensing campaign is by no means extinct.”

And indeed it is not. You need only take a look at the on-going activity being implemented by the UK’s multi-channel high street retailer, The Entertainer for evidence

of this. As a tier one partner, The Entertainer has a bespoke marketing and activation plan for the franchise, as well as an extensive range of products across a number of categories.

“Every retailer is doing something different and our aim is to capture the excitement of this mega-dinosaur moment and offer consumers something very distinctive when they come to The Entertainer,” the retailer’s buying director, Stuart Grant tells ToyNews exclusively.

In fact, The Entertainer will be hosting a Jurassic World Day across 148 of its stores, as well as themed bags for life and gift cards all while hosting brand campaigns across digital and social and a Jurassic online store. It will even hold a competition for families to win a VIP sleepover at the Natural History Museum in London. The retailer really is going all out on this one.

It’s unsurprising really, by all accounts – and following what has been documented as a slow past year for licenses in 2017 – excitement really is building around the Jurassic World franchise this time around.

“The franchise really is having its moment and we have strong expectations for it this year,” continues Grant. “The toy ranges are well designed, well-planned and full of innovative touches and real fun.

“Mattel has done a brilliant job creating authentic, Jurassic World dinosaurs, which will be greatly in demand. Then the LEGO

offering is utterly comprehensive, and all other licensees have done a great job. I think Jurassic World toys will do well in our particular retail environment.”

Already the online bloggers, reviewers and core fan testers are ringing in their reports on the new toy line and ToyNews is happy to report that the results are not only very positive but very encouraging. Such is the range of breadth of product, not only are retailers like The Entertainer expecting strong pick up from kids, but also from fans of the original Jurassic Park of 25 years ago; fans that never got the models or play-sets they wanted the first time around.

And these fans need not fear missing out in 2018 as Universal has no plans to pull up short on its promotional campaign or product roll-out for the franchise this year.

“We are working in partnership with Universal right through – from before the film release, during and after it,” continues The Entertainer’s Stuart Grant. “A schedule of key moments like back to school and home video, with extra PR stunts, gifting opportunities and other initiatives will help fire up even more excitement and enable us to play to our strengths as a retailer.

“Dinosaurs will loom large in stores – from the incredible windows to the in-store entertainment and displays.

"You can expect it to be quite noisy, Jurassic and full of dinosaur mayhem. I can’t wait,” he concludes.

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Generation Media

ADDING UP Sangita Sivanesan As 2018’s first quarter draws to a close, Generation Media’s Sangita Sivanesan gives us the run down on the impact of kids' TV advertising.

Source BARB May 2018

J

ust like that the first quarter of 2018 (Jan – Mar) has come to an end. With the constant introduction of new technology, it has become more important than ever to closely monitor the space and analyse how potential changes are impacting toys & games advertisers.

Narrowing in on commercial children’s TV, the first quarter of 2018 saw 215 toys & games brands advertised on commercial children’s channels – a three per cent YoY increase. This increase in demand could be due to a number of reasons – including either a potential drive by advertisers to push product sales or payback from stations for AW17’s under-performance following the -17 per cent viewing decline.

The top campaign of Q1 in 2018 was Pokémon Trading Cards, delivering a hefty 971 CH TVRs – a 54 per cent YoY increase in CH TVR delivery. It is no coincidence, however that eight out of the top 10 campaigns in the first quarter all fall within the collectables category. Collectables and their relatively low-price points benefit from year-round purchasing – therefore investing in airtime earlier in the year where demand for airtime is lesser and media costs are low comes as no surprise. This has been a noticeable trend in the market with advertisers choosing to invest outside

"The first quarter of 2018 saw 215 toys & games brands advertised on commercial children’s channels – a three per cent YoY increase" of the incredibly cluttered key periods (eg, Easter, pre-Christmas etc) where possible.

Diving into channel performance from January – March, Pop has continued to perform well retaining its number one position in the first quarter. The channel delivered 746,000 CH Eq. impacts observing a flat YoY per centage difference. Whilst overall kids viewing has experienced a YoY decline on children’s TV, five channels have experienced a YoY increase in equivalent impacts – including big channels such as Nickelodeon and Tinypop. Seeing as 2017 ended with all commercial kids channels apart from Milkshake experiencing YoY decline, this increase in viewing in the first quarter is a positive start to the year.

For more information on current channel performance, please contact Generation Media.

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

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Campaign of the month

PLAYMOBIL

This year, Playmobil is taking a unique approach to connecting with its audience, looking specifically at how their brand can help development. Through a new partnership with the National Autistic Society, Playmobil is looking to change the world of toys.

E

ncouraging creativity and the exploration of imagination has always been central to the Playmobil philosophy. Playmobil toys also help to stimulate development in children, both with how they play and create but also cognitive progression, including language and life skills.

Anecdotally, it also became clear to the brand its particular unique offering was also supporting children and some adults on the autistic spectrum. This led Playmobil to explore this relationship further to understand how and why it has such a positive impact on people with autism.

Jamie Dickinson, marketing and display manager at Playmobil, said: “In 2017, we embarked on a partnership with The National Autistic Society to support its key fundraising event, World Autism Aware-

ness Week (WAAW), and commissioned a research survey exploring how people on the autistic spectrum, or with children/dependents, feel about Playmobil.”

The survey was one of the most popular ever for The National Autistic Society and achieved 792 participants, with over five per cent autistic adults, 81 per cent guardians of autistic children and a further 17 attending focus groups.

Primarily, the research explored how Playmobil supports early learning and development, communication, the exploration of imagination, the development of creativity and the development of skills.

Over 86 per cent of respondents felt Playmobil offers a significant impact on them or their child’s early learning or development. This was within social interaction, speech and language development,

cognitive understanding of situations and processes, supporting sensory needs, developing skills and imaginative play.

Over 98 per cent of respondents said they would recommend Playmobil to assist exploration of imagination.

The research shows that over two-thirds of respondents felt Playmobil helps to develop new skills extremely or quite well.

Key skills referred to include, motor skills, emotional awareness, life and social skills.

“The information will be used to enable us to be better informed when it comes to working with this unique customer base," added Dickinson. "A video was created in partnership with The National Autistic Society and Playmobil, which was viewed around 65,000 times. WAAW has already raised £185,000 and counting, and we’re delighted to have been part of that.”

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BOYS MARKET | ARTS AND CRAFTS

ACTION PACKS It’s the colourful world of arts and crafts, a vibrant and creative sector brimming with innovation and energy. Robert Hutchins takes a look at the latest companies and brands worth giving a Van Gogh for 2018 and beyond.

Chicco 01623 750870 Most notable for its pre-school offering, Chicco has a portfolio of products geared towards the action and thrill seekers out there. Activity toys include the Jump ‘N’ Fit hopscotch play set. the Goal League for all those budding football stars and Mini Golf set, for the young Woods and McIlroys out there.

Leading the charge for the firm is the Jump ‘N’ Fit play set – a modern version of the classic kids’ game, hopscotch. This electronic mat features lights and sounds that come on as the child plays. It features two game modes; toss the coin to play hopscotch or throw the dice to play in fitness mode.

Helping children to develop their motor skills and precision, the fitness mode instructs them to complete a certain exercise depending on which side the dice lands on, while hopscotch mode allows them to enjoy a classic.

Meanwhile, Mr Ring gives the traditional hoopla toy a modern new look. With a rotating base that can move at two different speeds, the hedgehog character features five spikes that children can try to hook one of eight plastic rings on. With six different melodies, Mr Ring plays out music as he spins, can be set on one consistent speed or change speeds as he turns.

Next up it’s Goal League, an electronic net offering fun and challenging play for children aged two and upwards. Complete with flashing lights, 25 different melodies and interactive sounds and a soft play ball, Goal League is the perfect product for future footie stars.

It even offers three different modes of play, keeping toddlers entertained for hours with Penalty Shots, Golden Goal and Challenge modes. The net comes with a score slider.

For two years and upwards, Chicco’s Mini Golf game will help to develop toddler’s accuracy skills. The game’s lights and colours make it more entertaining, while the two scorekeepers help players keep track of their achievements. Kids can play two different modes: golf training or hit the target.

Rounding out Chicco’s offering this month is Jungle Rugby. Chicco’s Fit ‘n’ fun, it combines motor development and new skills with social play allowing children to not only improve balance and coordination, but also enhance their self-esteem and self-confidence. Jungle Rugby is a 3-in-1 toy that encourages this through different play modes: rugby match format, training mode session and stacker toy function all work together to create a toy for budding rugby fans.

Featured product

Chicco’s Rugby Jungle Manufacturer: Chicco

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Boys Market

Spin Master 01628 535000 Spin Master has continued to introduce fun and disruptive innovation into the boys’ market with the launch of the gross and grimy Flush Force collectable line this year.

From #FlushForceFriday trending on Twitter in the week of launch to Keith Lemon tweeting that Flush Force toys are his children’s new favourites, the line has enjoyed significant success to date.

Flush Force creatures come from deep inside the bowels of Flushville and have been mutated by toxic sludge. With 150 to collect from six different families, kids can start their own gross gang of Flushies.

To reveal whether they have a common, rare or ultra-rare figure under the toilet seat, all they must do is fill the toilet’s tank with water, shake it up and peel away the toilet cover.

Extending the entertainment value beyond the reveal, Flush Force content and episodes are available on YouTube.

Flush Force will continue to excite fans with the launch of the Season Two line in the second half of the year. Innovative new products will be added to the range joining the Number Two pack, the Filthy Five Pack, the Bizarre bathroom Eight Pack and the ultimate grimy home for Flushies, the Collect-A-Bowl.

Featured product

Flushies Collect-A-Bowl Manufacturer: Spin Master

Flair 0208 6430320 From hit collectables to exciting master toy licenses for boys, Flair has it all on offer this year.

Grossery Gang is back with the brand new series, Bug Strike and are ready to battle and defend against the Bug Army Invasion. Whether it’s two flushed Grosseries inside a toilet, the four-pack and launcher or the ten pack and crossbow, boys are going to love collecting this new wave of 150 characters.

Then in autumn, the Grossery Gang will be calling upon allies from throughout the ages in a new Time Wars theme.

Voltron has made its explosive debut into the Flair boys’ portfolio, backed by heavyweight marketing support and new for the Ben 10 master toy line are the all new Omni-enhanced action figures along with the highly articulated and detailed Alien Vehicles.

The introduction of Ben-to-Alien transforming figures will boost the line in July along with the introduction of the foil bagged mini figures.

Also launching is the awesome Ben 10 Alien Creation Chamber. Previously a top seller for Ben 10, the Creation Chamber is where fans can create their very own aliens. Simply load the body parts into the chamber and use the Omni Creation Dial to assemble.

For younger boys, the PJ Masks line from Just Play has become a firm favourite, and there’s plenty to get excited about for the second half of the year.

Featured product

Ben 10 Alien Creation Chamber Manufacturer: GP Flair

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Boys Market

Zimpli Kids 0845 4591818 Slime has turned into a global craze and is still set to be one of the hottest toy trends for 2018.

The trend has had a hugely positive effect on Zimpli Kids, pushing its YouTube campaign and sales to new heights.

In fact, Gelli Baff and Slime Baff have clocked up over four billion views from independent reviewers worldwide in just over two years, seeing Zimpli Kids finish 50 per cent up in 2017 on the previous year.

Due to the huge success of its Slime products, Zimpli Kids is taking to the great outdoors.

Get ready to take water fights to the next level with The Slime Blaster. The pump action Slime Blaster uses Zimpli Kids 100 per cent safe slime formula. So, forget blasting your friends with water, it’s time to blast them with slime.

Simply just add water to the tank, sprinkle in the slime powder, shake to create the slime then get ready to fire. Each Slime Blaster shoots a huge seven metre slime distance and comes with 12 slime blaster sachets giving over 200 slime shots. The Slime Blaster is the perfect product to get kids active outdoors this summer, and the safe and easy to use Blaster should be the new addition to everyone’s water fight arsenal.

From May, The Slime Blaster will be supported with National TV, a worldwide YouTube campaign and Marketing and PR support. Zimpli Kids will also be running numerous social media campaigns along with a brand new interactive Slime Blaster website, the product’s popularity is sure to blast off.

Featured product

Slime Blaster Manufacturer: Zimpli Kids

Ravensburger 01869 363 800 Hot on the heels of a sell-out performance across Germany in 2017, the UK’s July launch of GraviTrax will be supported with a fully integrated, cross platform marketing plan, culminating with a high-impact TV campaign in the autumn.

The Starter Set includes over 100 components – plenty to build different and exciting track layouts. Build even more complex and impressive layouts with one or more of the add-on sets – extra tracks, a building pack, a catapult, hammer, loops and a cannon.

The individual hexagon-shaped component of GraviTrax fit together perfectly to create any shape track you can imagine. This STEM system is ideal to help children learn about gravity, magnetism and kinetic energy, all while having fun. You can freestyle your own track design or use the tasks and blueprints included in the box as a guide to help you get started in the world of GraviTrax. The GraviTrax track system can be extended indefinitely with extra packs and components. Each item is sold separately and GraviTrax is suitable for single players and becomes even more fun when constructed as a group with friends and family.

Meanwhile, it will take more than just a little skilled driving to get the red car out of this traffic jam: it’s going to take brain power. With ThinkFun Rush Hour, you have to battle the gridlock as you slide the blocking vehicles out of the way for the car to exit the traffic jam.

Ideal for players aged eight and upwards, Rush Hour is the addictive sliding block game that will get you thinking about each of the 40 challenges, each ranging in difficulty.

Featured product

GraviTrax Manufacturer: Ravensburger 60 | toy news | May 2018

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11/04/2018 11:19:27

Boys Market

Posh Paws 01268 567317 Posh Paws’ selection of licensed plush has something for all boys this year, including big blockbuster movie characters and evergreen kids' properties.

With the premier of Jurassic World: Fallen Kingdom in June, 2018 is set to be a prehistoric year, and retail is already gearing up to be taken over by the greatest beasts ever to walk the earth. And as official plush partner, Posh Paws has now launched its collection of Jurassic World 2 in stores.

Following on from the Jurassic World 2 launch, the Oscar-winning Incredibles will be back in July, and with it a truly incredible soft toy line-up from Posh Paws which includes both seven-inch and ten-inch choices of all the main characters. Also in the collection is a selection of five plush bag clips so boys can accessorise their backpacks and belt hooks.

Boys will also love the selection of Star Wars soft toys that Posh Paws has on offer. With a vast assortment of popular characters available in a wide variety of sizes. Among the offering are the sea-dwelling birds, Porgs, which have already caused a frenzy at the tills, says Posh Paws. Other available characters include Stormtroopers, BB-8, Darth Vader and Yoda.

Finally, when it comes to out of this world plush, it isn’t just the Posh Paws Star Wars collection that boys will enjoy. 2018 is set to be a big year for Marvel with multiple movies already launched and many more to come.

Featured product

Star Wars Plush Porg Manufacturer: Posh Paws

Character Options 0161 633 9800 Launching in July 2018, retailers large and small should ensure they are ready for Character’s new Pokémon collection. For the first time ever, each Pokémon figurine in the new range will be true to their character scale, with small Pokémon only available in two-inch size and larger, legendary figures only at the 12-inches.

The exciting toy line-up across figures, plush and role play categories includes pocket money clippies, Pokémon trainer belts, a feature packed Pikachu plush and an extensive figurine range, all highly detailed. Fans will be keen to get their hands on pocket money Clippies, soft Poké balls and plush characters right through to a Pikachu feature plush. Kids can also act out the Pokémon gameplay for themselves, whether it’s by launching plush versions of Pikachu and friends fro their Power Action Poké Ball or wearing their Pokémons with pride on their Clip ‘n’ Go Poké Ball Belt which comes complete with two Poké ball and two figurines.

Teksta 360 will bring the hero electronic pet to a whole new audience, with all the tricks and electronic features of previous seasons; light up emotive eyes, cute sounds, interaction with other pets and the iconic 360 flip trick.

Embracing the trend of all things poop, Poopeez are the collectable characters that come with more than a little toilet trouble.

Series one’s 36 characters include Skid Mark, Potty Pooper and Turdle and are rolled out in two-pack toilet roll dispensers which must be carefully unravelled to discover the figures inside, sure to delight fans of the gross-out trend.

Featured product

Poopeez Series One Manufacturer: Character Options

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Boys Market

Trends UK 01295 768078 Trends UK is introducing the new Guardian Bot into the Xtrem Bots range in the UK. With up to 20 different functions, spy function and 50 programmable actions, the new Guardian Bot – priced at £49.99 – also has an ultrasonic detector that will alert the presence of intruders in a room.

Launched in the UK in 2017, the Xtrem Bots have proved very successful with their traditional robot play features. The Xtrem Bots are operated with a remote control or hand gestures. Cool animated/LED facial expressions show the personality and moods of the robots.

Easy to have fun with straight out of the box, they also have more advanced programmable features ensuring there is longevity of play. The Xtrem Bots offer fantastic value for money at affordable price points, ranging from around £30 to £60 at retail.

Elsewhere, and with the VR Real Feel Alien Blaster, it’s up to you to save earth from the impending invasion. You will battle the evil aliens in VR with your Bluetooth blaster with RAV_TN_RAV_HalfPage_Gravitrax_April2018_FINAL.pdf 1 five 3/15/18

different levels, eight different alien classes and four different weapons with powerups.

The CVR Real Feel Alien Blaster works with your iPhone or Android smartphone for 3D HD graphics and comes with everything you need to save the world: a VR headset, free iOS/ Android app and a Bluetooth blaster for great control. The kit retails at around £34.99.

Featured product

Xtrem Guardian Bot 1:07 PM

Manufacturer: Xtrem Bots

Gravity enabled fast actions

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Boys Market

Vivid 01483 449944 Taking the US by storm in 2017, Skyrocket Toys’ Recoil became one of the top tech toys of last year and is due to arrive in the UK this summer.

Receiving a lot of media attention at this year’s London Toy Fair, Recoil revolutionises the way kids play, turning any indoor or outdoor space into a digitally-enhanced battlefield.

Using in-ear surround sound, haptic response weaponry, and smartphone integrated gameplay, players are able to spawn into the middle of the most immersive battlefield they have ever experienced.

Getting kids active while engaging with new technology and gaming concepts, players compete in teams and can view their scores through the Recoil Game app. Using a Wi-Fi hub that broadcasts a 500-foot diameter ;’playing field’, up to 16 players have lots of space to duck, hide, and attack using guns that attach to a phone for an augmented reality experience.

Lock ‘n’ load with the basic Recoil starter set which includes two RK-45 Spitfire guns, a Wi-Fi base station, two belt clips, and two phone clips. To activate, simply download the free Recoil game app from the App Store of Google Play Store. Using 3D positional audio, real-time player status updates and an interactive in-app mini map, Recoil is the most realistic gaming experience around.

Taking the Laser Tag concept to a whole new digital level, additional Recoil sets coming later in the year will include Recoil Starter Set Spitfire Pistol and Rogue Assault Rifle.

Bringing the wonder of science to children, multi-award winning Science4You offers a fun, creative and engaging way of inspiring a new generation to find out more about the world around them. Linking directly to the national curriculum for key stages one to four, Science4You introduces a range of products to extend a child’s learning from school to home in a unique, stimulating and entertaining way.

Each set contains an instructional booklet developed with teachers and is designed to help children learn and understand science via everyday concepts and materials.

Answering those challenging questions ask as they start to investigate the world around them, Slimy Factory is one of the top selling sets in the range, which enables kids to find out wild and wacky answers to the most interesting of problems. Look out for the new Slimy Factory Glow in the Dark coming later in 2018.

Perfect for inquisitive minds, Science4You kits include The Science of Magic where children can find out the mysteries behind some of the world’s most infamous magic tricks.

Vivid continues to extend its distribution partnership with Sky Rocket Toys for 2018 with the multi-award winning Sky Viper range of products, currently the number one Drone and Flying RC brand in the US. Sky Viper Fury Stunt Drone features easy, one-touch stunt controls and performs up to eight different stunts including flips, barrel rolls and spins. With all-new flight assist features for auto take off, hover and land. Fly, stream and record in high definition with the Sky Viper Scout Video Drone complete with fitted camera to record HD footage, which can be streamed directly to your phone to watch your flight in real-time or record to Micro-SD. All Sky Viper drones feature flight assist features with auto-take off, hover and land, which make flying a breeze.

Getting out and about this summer, boys can go crazy with the new Phlat Ball V3 Fusion Flash light-up version of the award-winning original. Vivid’s inflatable Wubble line has been extended to include Water Wubble, Super Wubble and Fulla Wubble versions, which are packed with either squishy slime or marbles.

For younger boys, Crayola introduces PAW Patrol and PJ Masks and into its Color Wonder mess free creative play line for fans of this year's hot licenses.

Featured product

Crayola PAW Patrol Colour Wonder Manufacturer: Crayola

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Boys Market

Bandai 01489 790 944 Bandai is a powerful force when it comes to action figures and they don’t come much bigger than the Power Rangers and Big Hero 6.

Fans of Disney’s Big Hero 6 will be keen to collect all the characters from the new TV series which premiered in February. Now they can, thanks to the Micro Chibi Figure Assortment of blind boxes or the 12.5cm action figures, which have nine points of articulation for dynamic poseability and play value.

A must have for any collector will be Mini Max, a brand new character with nine points of articulation and in-built phrases from the show.

Alternatively, Armour-Up Baymax 2.0 is the iconic toy from the original movie range while the Flying and Flame Baymax will provide even more hours of entertainment with its automatic wings, rocket fists, motion sensor sounds and phrases, and awesome flame blasts from its feet for the extra 'wow factor'.

Ensuring they don’t miss out on the popular squishy trend, boys can now experience their own slow-rise collectable, Smashy Mashy. Sure to be a gross out success, Smashy Mashy Pets come in yucky, slime reveal canisters with blind surprises packed inside. Instead of the cute besties of the Smooshy Mushy range, these new characters come with their own mystery mates and have a scent – or stink – that is all their own. The collectable range will appeal to lovers of all things gross while also giving boys the chance to get in on the slow-rise squishy foam action.

The popularity of Bandai’s Power Rangers range knows no bounds and will reach new heights as the brand celebrates its 25th anniversary and the Super Ninja Steel line launches.

This awesome feature-packed assortment of figurines and accessories will delight fans of the property young and old.

First up, the highly detailed 12.5 cm Action Heroes will return featuring all new Ranger modes, villains and weapons. These figures have multiple points of articulation and are

perfect for imaginative play. A must have for any Power Rangers fan is the 30cm Action Figure assortment featuring characters from the new series and increasing the imaginative play aspect for kids even further are the new Heavy Assault Rangers.

Adding to the ninja excitement will be the Ninja Super Steel Blaster, Morphin’ Blasters, the Lion Fire Morpher and the Ninja Lion Fire Blade, while Megazords have not been forgotten, either. The Blaze Megazord is fire-themed with a roulette style chest launcher while the Gorilla Guard has an intruder alert, countdown sounds, motion sensors and launches five projectiles at once, what more could you need?

Power Rangers, Big Hero 6 and Smashy Mashy are just part of an extensive portfolio of action figures and boys toys from Bandai which also includes Zak Storm and Wreck It Ralph.

Featured product

Big Hero 6 Armour Up Baymax 2.0 Manufacturer: Bandai

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Boys Market

Rubie's 08453 070707 It’s time to assemble as Marvel’s Avengers: Infinity Wars hits cinemas and fans are already going mad for Rubie’s officially licensed Marvel costumes.

Make sure to stock up on the Avengers and their allies, as well as the new cosmic kids on the block: Thanos and Iron Spider.

Marvel’s Avengers: Infinity War shattered records to become the most-viewed trailer in 24 hours, earning 230 million views in the first day of release.

Meanwhile, having hit cinemas late last month, the movie smashed box office records for a film’s opening weekend both in the US and globally, having brought in $630 million at the global box office.

With such popularity around this Marvel movie, make sure you are stocked up on Rubie’s officially licensed Infinity War range.

Rubie’s has launched an extensive range of new costumes including Iron Spider, Thor, Iron Man, Groot, Thanos and even an Infinity Gauntlet for the true Thanos fans.

Elsewhere, everyone’s favourite rogue, Han Solo is back, this time in his own film. Solo: A Star Wars Story is set to hit cinemas on May 25th, with the DVD release in August. The movie sees Han Solo meet his mighty future co-pilot Chewbacca and encounters the notorious gambler, Lando Calrissian as they embark on a journey that will set the course for one of the Star Wars saga’s most unlikely heroes.

Rubie’s has an extensive Star Wars range and caters for every type of Star Wars fan. Fancy yourself as Chewbacca or Han Solo? Look no further than Rubie’s for the official Star Wars costumes collection.

WowWee 01295 711588 Allow WowWee to introduce you to Untamed, a new line via WowWee and Jazwares, and the follow up line to the hugely popular Fingerlings collection of 2017.

These raptors are fierce and unpredictable.

In untamed mode, they roar, hiss and chomp, while in tame mode they nuzzle, purr and love to be near you. The Untamed characters come complete with snapping jaws and gripping claws as well as the ability to react to touch, motion and sound with over 40 different sounds and animations.

Distributed by Jazwares, Untamed will be launched with high-level global marketing support, including top-level YouTube influencer videos, TV campaigns and global PR campaigns, including specific activity securing reviews, features and social media support.

The range is available now and each Untamed character retails at £16.99..

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Untamed by WowWee Manufacturer: WowWee

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Marvel’s Avengers: Infinity War Thanos licensed dress-up Manufacturer: Rubie's May 2018 | toy news | 67

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Arts and Crafts

PIGMENTS OF THE IMAGINATION It’s the colourful world of arts and crafts: a vibrant and creative sector brimming with innovation and energy. Robert Hutchins takes a look at the latest companies and brands worth 'giving a Van Gogh' in 2018 and beyond.

Crayola Vivid 01483 449 944 Distributed across the UK by Vivid, Crayola is a staple brand of the arts and crafts sector, with strong sales stretching across its portfolio.

Colour Wonder continues to go from strength to strength, with sales growing and momentum building as more parents learn about the mess-free magic of the brand. Colour Wonder remains a core focus for 2018, with support from TV advertising and digital activation alongside social media initiatives launching across the new Crayola UK Facebook and Instagram pages. The Colour Wonder range features the best and most current licenses with new IP launching in AW18.

Following a great reception across the trade fairs and numerous awards accrued at the New York Toy Fair, the Ultimelt Pen is set to be the hottest new creative toy of 2018. Leading on from the crazy crayon melting craze that has been seen across social media, the Ultimelt Pen is the safe and easy way for kids to get involved in creating crayon melting art. Unwrap your Crayola crayons using the included Wrapper Ripper and then break them up before inserting them into the end of the pen. The Melter will be ready to go in seconds and draws with melted wax. The wax dries in seconds and isn’t too hot to touch, making it safe and easy for children.

Also new are the Washimals Pets, featuring cats and dogs in the Washimals Pets packs and the Washimals Pets Scrubbie Tub Playset.

Washimals Pets can be coloured and washed and each comes with special Crayola Marker Pens that can be used on the pet, before being washed off and then used again. Each pack comes with two pets, three Marker Pens and a Washimals Scrubbie brush. The Scrub Tub Playset comes with four Pets, six Markers and a Scrubbie Tub with a functioning shower. The range will be supported with a 360 marketing campaign including TV and digital support.

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The Ultimelt Pen Manufacturer: Crayola

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Arts and Crafts

Jumbo Games 01707 260436 Having launched the Dessineo ‘Learn to Draw’ and received extremely positive responses from consumers and several award wins last year, Jumbo will be expanding its educational arts and crafts range this June with the launch of four new Dessineo ‘Learn to Paint’ craft kits.

Children will be able to learn to ‘paint by stencils’ and ‘paint by numbers’ with these new additions to the Dessineo range. Using the specifically designed step-by-step picture stencils to build a painting in three easy steps, children can create and paint four different pictures.

The ‘painting by stencils’ Animals and Character sets all include five paint colours, a paint brush, roller brush, artist pallet and sheets of paper with picture frames printed on them.

There will also be two ‘painting by numbers’ Farm and Jungle Animals sets, that each include four picture painting sheets and six paint colours, a brush and an artist’s palette.

In August, Jumbo will also be introducing the Dessineo artist painting easel into the range. The durable and easy-to-use easel rotates so children can paint on a horizontal or vertical platform and lets them create over 30 different animal combinations. There are compartments so that children can store the paints, paper, roller and brushes and stencils in the easel, so that aspiring artists can take it with them anywhere they like.

Keep your artistic eye in with Jumbo Games this and contact the team for more information in the Dessineo range.

Featured product

Dessineo ‘Learn to Draw’ range Manufacturer: Dessineo

Bandai 0208 324 6160 A trio of creative brands come to Bandai as the firm enters the creative play arena: Crayola Dough, National Geographic and the Original Sea Monkeys.

Creating things with dough is a popular feature of creative play and with Bandai’s Crayola Dough collection, parents and grandparents can be sure of safe and high-quality dough in the brightest of patented Crayola colours.

Any respectable dough collection includes playsets and Crayola has many of the most popular pre-school themes to choose frm at a variety of price points. What’s more, each set complements the next ensuring no cross over of accessories and encouraging additional purchases in store. Smaller sets include the Bakery and Candy Shop and include two tubs of dough, while food-themed play can be extended with the Burger Chef and Ice Cream Parlour. Each set contains moulds, tools and accessories to create a veritable pretend feast for all. Another popular play pattern is hair play, and the Crayola Dough Hairstylist Sets have this covered as the character sits in the barber chair to receive a neat dough do that can be restyled time and again.

Meanwhile the National Geographic's Crystal Growing Kits provide all you need to grow and inspect crystals, while the Original Sea Monkeys range has returned this spring and will bring the combination of science, nature and nurture to a whole new generation of kids.

Featured product

Crayola Dough Manufacturer: Crayola May 2018 | toy news | 69

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Arts & Crafts

Spin Master 01628 535 000 Kinetic Sand is the number one sand brand in the UK, according to the latest NPD data, and is a perennial favourite and strong retailer line as kids and adults embrace the feel and texture of this mouldable sand.

New for Spring 2018, fans can make dazzling creations with Kinetic Sand’s 4oz Gems & Metallics multipack. Now, for the first time, kids can get their hands on three different shimmering pastel shades. Each shimmery colour comes in a castle-shaped container that doubles as a re-usable mould.

With the sand that never dries out, the possibilities are endless, says Spin Master, championing its gluten, casein and wheat free Kinetic Sand as the fun and safe sand for everyone. It can be used over and again.

Also new to the line is the Kinetic Sand Beach Day Fun Set, featuring over 20 ways to play. The sandbox doubles as both a play space and storage space, making creating and cleanup easy for everyone. This set comes with four raking tools and five moulds.

Last but not least, there’s the new Kinetic Rock Deluxe Truck. Drill, crush and scoop the Kinetic Rock’s three-in-one Loader.

Each set comes with gold Kinetic Rock, made from natural rock, it sticks together and is fun to squeeze, shape and mould.

Featured product

Kinetic Sand Beach Day Fun Kit Manufacturer: Spin Master

Flair 0208 643 0320 GP Flair’s Cool Create portfolio has a host of famous brands perfect for those with creative imaginations.

The Cool Create favourite, Cool Cardz provides the perfect way for kids to make their own club cards, swing tags and book marks that can be swapped and traded with friends. Each set comes with a handbag style design studio and cool contents for artistic results every time.

New for 2018 is The JoJo Siwa Cool Cardz Design Studio which will take inspiration from the online superstar’s favourite fashion themes.

Another heritage brand is the Original Spirograph which achieves proven sales for retailers of all sizes. This year the Original Spirograph Travel Set is added to the existing Spirograph line up which includes the Original Spirograph Design and Deluxe sets. Each set comes with its own assortment of accessories to create fun and unique designs.

Creativity with a foody theme is a winning combination and the famous Mr Frosty has all that’s needed for a wide choice of frozen treats.

This TV-promoted brand includes the original Mr Frosty Crunchy Ice Maker and a fun Ice Cream Factory.

Finally for the ultimate creative brand look no further than Plasticine. Plasticine never shrinks or hardens and can be used over and again. GP Flair’s collection enjoys the best of pocket money items such as the BaSix Assortment, right through to project kits such as the Plasticine Softeez Noodle Doodle sets.

Also new for 2018 is a range featuring the children’s favourite, PJ Masks.

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The Original Spirograph Set Manufacturer: GP Flair 70 | toy news | May 2018

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Arts & Crafts

Character Options 0161 633 9800 With Shimmer and Sparkle, Cra-Z-Slimy Creations, Oonies and Orbeez to discover, there’s plenty to inspire the most creative imaginations from Character Options this year.

Add some sweet-smelling sparkle to your craft offering with the new Shimmer and Sparkle Spa Creations Bath Bomb Maker from Character. The kit contains everything needed to colour, scent and shape the perfect bath bombs. There are even secret charms which can be added making the perfect surprise gift for family or friends.

Not-so-sweet are the Cra-Z-Slimy Creations all-in-one kits that have everything a kid needs to whip up their own slime at home. New for autumn is the ultimate make your own slime experience, the Cra-Z-Slimy Studio; complete with a slime-making machine and base, plus paints, glitters and more, to make multi-coloured gloopy slime.

Another fun addition is Orb Molecules, an atom and electron inspired compound that pushes the envelope and lets kids’ imaginations run wild in the world of DNA. Each Molecules kit contains thousands of pieces that stick together in a colourful creative substance that never dries out and holds shape.

Lastly there are new additions to the successful Orbeez and Oonies brands. Oonies are the popular mini balloons that stick together.

The new entry point to the range is the Oonies oober Inflator Starter Pack.

Featured product

Shimmer and Sparkle Spa Creations Bath Bomb Maker Manufacturer: Character Group

Golden Bear 01952 608 308 Golden Bear is getting in on the act, tapping into the popularity of the arts and crafts sector with its new launch for this season.

Turning the world of paint upside down, Golden Bear’s Paint Station is billed as ‘a revolutionary paint range’ which offers a no spill, washable, portable paint solution for children.

Using unique, anti-gravity technology, even when it is upside down, these paint pods will not drip or spill. New for 2018, the Paint Station All in One Set comes complete with everything kids need to get painting. As well as five paint pods – in red, yellow, green, blue and purple – the kit also includes a fun paint roller, non-spill cup, 20 sheets of paper and two paint brushes.

The set also comes complete with four unique finger nib designs for mess free finger painting fun; kids can choose from smiley face, heart, moon and star. The Paint Station Starter Pack is also available and includes four paint pods in red, yellow, green and blue, plus ten sheets of paper and a paint brush.

Featured product

Paint Station All in One Manufacturer: Golden Bear

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Team of the month

SENSIBLE OBJECT Fresh off the reveal of their tech-powered board game When in Rome, Sensible Object has a lot in store for the summer and beyond. We caught up with the team to find out more about its plans and what makes them tick.

Who’s in the team?

Lots of us. We’ve grown from a team of five product developers two years ago to 25 people in the UK and US, covering everything from software development to sales and logistics.

What are you most looking forward to in 2018?

Launching our new games. We’ve got our first Voice Originals title, When In Rome, the Alexa integrated travel trivia game where you meet real locals from 20 cities around the world, coming in June, and a brand new competitive mode with loads of cool add-ons for Beasts of Balance launching shortly afterwards.

What have been your biggest successes of the last 12 months?

Taking part in the inaugural Amazon Alexa Techstars accelerator in Seattle last summer and getting Beasts of Balance into the Apple Store in time for Christmas.

What’s the best part of working in the toys/games industry?

Making cool stuff that people love playing with, what could be better than that!

What’s the biggest challenge?

Saying no to doughnuts. So hard.

Anything to add to that?

If you want to see what we’re up to, come and meet us at UK Games Expo at the NEC on June 1-3 or, if you’re in London, come to one of our regular playtests at the studio (details on our facebook page/ twitter, plus there’s beer and pizza :-))

"If you want to see what we’re up to, come and meet us at UK Games Expo at the NEC on June 1-3 or, if you’re in London, come to one of our regular playtests at the studio."

Alex Fleetwood, Sensible Object

If the team was stuck on a desert island, who'd be the first to perish?

Probably Nick, our COO, he’s very tall so could feed the whole team for months.

Who would be the first to couple off?

Couldn’t possibly say, but we reckon you might be on to to good reality TV show format with that question.

Who would be the lone survivor?

Sensing a theme here, Survivor was another desert island based ITV reality show wasn’t it?

Hmm... probably Mark Wahlberg.?

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Appointments

Industry moves Changes are afoot once again at Mattel this month as Margo Georgiadis steps down and Ynon Kreiz takes up the mantle, Bandai and Posh Paws welcome new MDs and Mothercare bids farewell to its veteran CEO Hasbro

Mattel MARGO GEORGIADIS has stepped down from her role as chief executive at Mattel a little over a year at the helm.

The company has named its incoming board chairman, YNON KREIZ – former Fox Kids chief – as her replacement as Georgiadis takes up the position as chief executive at Ancestry.com.

“Ynon has tremendous expertise across areas critical to our strategy, including digital, media and entertainment, and we have already benefited from that experience and his compelling vision for the company since he became a director,” said the outgoing executive chairman, CHRIS SINCLAIR. “While the company has been facing significant challenges, we have achieved constructive progress in many key areas,” said Kreiz.

“I am committed to building on our existing strategy as we continue to aggressively implement our transformation plan.”

FOYE PASCOE has been promoted to president of European sales and marketing, replacing MARK HOIJTINK, who has left the firm after 11 years to pursue new opportunities.

Pascoe boasts nearly 30 years’ experience at the toymaker, having begun her career at Hasbro in 1990 as brand manager in the UK. She has held various leadership positions in the region, including sales and marketing director for the UK and Ireland, the head of European marketing services and the UK and Ireland’s general manager.

Rollplay Kids' ride-on vehicles manufacture, Rollplay is heading to UK shores, with the appointment of toy industry veteran, KINGSLEY LI as business development manager for the region. Li has 20 years of experience with the likes of Schleich, Epoch, Playmobil, Hasbro and K’Nex, making him a perfect fit to head up the business in the UK. CHRISTIAN ALSBAEK, general manager, EMEA, has welcomed Li to the team and is confident of the firm's UK and ROI success.

Mothercare CEO of retail chain Mothercare, MARK NEWTON-JONES (pictured) has stepped down, to be replaced by Kmart exec, DAVID WOOD.

The new appointment ensures that Mothercare has in place 'fresh leadership to complete its transformation plan and return to growth,' it said in a statement.

Mothercare chairman, ALAN PARKER has praised Wood for his great track record with international brands and has thanked Newton-Jones for his contribution over the last four years.

Bandai NIC ALDRIDGE has stepped into the role of managing director at Bandai UK, as CLIVE SMITH takes on a consulting role with the firm.

Aldridge (pictured) took up his position on April 1st, just 12 months after joining the company in 2017. He will be supported by Smith in a consultancy role until September.

Smith joined the company in 2010 as commercial director, moving through the ranks to general manager and finally taking the senior position of managing director.

Posh Paws The plush specialist has welcomed ALAN SMITH to the role of MD. He joins from his own company, Maad Toys, bringing with him a wealth of experience and expertise. From past senior management positions, Smith’s knowledge of the toy, licensing and global markets will help ensure Posh Paws delivers on its multi-market and multi-channel objectives.

We can help. Whether you’re in Sales, Account Management, Design or Marketing, we’ve got the experience and toy industry know-how to find your perfect role.

01709 834777 • chris@aswift.com • aswift.com May 2018 | toy news | 73 73 TN194 Industry-People_FINAL.indd 73

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Anonymous

CONTACT US

RISE OF THE SMYTH Legend has it that there was a time that the Smyths brothers seriously considered chucking it all in, changing direction to turn their back on the toy industry altogether.

FOLLOW US ON Twitter.com/ToyNewsOnline Facebook.com/toynews EDITORIAL Editor: Robert Hutchins rhutchins@nbmedia.com • +44 (0)207 354 6017 Senior Staff Writer: Jack Ridsdale jridsdale@nbmedia.com • +44 (0)207 354 6017 Content Director: James McKeown jmckeown@nbmedia.com • +44 (0)207 354 6015 Designer: Mandie Johnson mjohnson@nbmedia.com • +44 (0)207 354 6030 Digital Director: Diane Oliver doliver@nbmedia.com • +44 (0)207 354 6019 Production Executive: James Marinos jmarinos@nbmedia.com • +44 (0)203 889 4907 Managing Director: Mark Burton mburton@nbmedia.com • +44 (0)207 354 6007 ADVERTISING SALES Sales Manager: Jodie Holdway jholdway@nbmedia.com SUBSCRIBER CUSTOMER SERVICE To subscribe, change your address, or check on your current account status, go to www.toynews-online.com/subscribe-tonewsletters-digital-editions faqs or email subs@toynews.com

say legend because very little is actually known for certain when it comes to the four Smyth brothers – Tony, Padraig, Tommy and Liam – each notoriously media shy as they are.

Tony is the money man, Padraig is the toys man and with Tommy and Liam in the fold, the four have created a business from the depths of County Mayo that last month made its first move towards conquering Europe. And what we do know is that this is big news for Irish business.

Let no one play down the scale of the manoeuvre from Smyths Toys Superstores, expanding as it now is into Germany, Austria and Switzerland through the acquisition of Toys R Us’ central European division for the sum of €79 million.

This has not only turned Smyths Toys into a $1bn business, but has underlined the voracious appetite of this Irish family-owned and family-run outfit and has forced the US and Europe to sit up and pay attention to what the Emerald Isle has to offer - outside of Guinness factory tours, oversized green top hats, and U2, of course.

Not since the Dunne family, or even Primark – Irish by name but fed into by streams of British management – has Ireland put its stamp quite so firmly on the Central European market.

With between 80 and 90 stores in the UK, 30 in Ireland and now 93 former Toys R Us stores

I

across Central Europe – a very profitable division of the TRU network, I might add - Smyths Toys’ fleet has been increased to around 200 physical stores while its online operations grow ever stronger, too.

But while this may be a time for the Smyths to celebrate an ever-expanding empire, the brothers have certainly got their work cut out for them and the move to add Germany, Austria and Switzerland to its growing list of conquered nations is certainly going to test the retailer’s current management and leadership structure.

Expect lessons in supply chains to be learned, marketing to different cultures and a lot of leg work in the wait for the Smyths brand name to be absorbed by the Europeans. The fact the outfit of four has bought TRU's German management team as well as the business should certainly ease pressures slightly, but some level of change to the current Smyths entity is to be expected.

And let us not forget, Smyths physical store model does not differ greatly from that of Toys R Us, still operating big box stores that have been described as the halfway house between a warehouse and out of town soft play centre. Will this model need to be reviewed and revised as it adapts to the new market? Time will tell. But the freedom of not being burdened with $5bn of debt will certainly help its casue.

ARCHIVES Digital editions of the magazine are available to view on ISSUU.com. Recent back issues of the printed edition may be available please contact lwilkie@nbmedia.com for more information.

REPRINTS/PERMISSIONS All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical, including photocopying, recording or any information storage or retrieval system without the express prior written consent of the publisher.

Managing Director, Mark Burton Financial Controller, Ranjit Dhadwal Events and Marketing Director, Caroline Hicks Head of Operations, Stuart Moody HR Director, Lianne Davey Audience Development, Lucy Wilkie Printed by Pensord Press Ltd, NP12 2YA ISSN number 0269-4735 (print) © NewBay 2018

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Ultra Dash™ Set out the targets to design your course, press the button on the tagger to choose your game, and then race to match the colour of the flashes with the targets!

• 3 Game modes: Beat the Clock, Target Tally and Relay Race!

• Play solo, head-to-head or team vs. team!

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3/20/2018 11:29:15 AM