The Toy Universe Magazine — Edition 1 by thebuggreport

FROM THE EDITOR The Shiny New!

The Bugg Report now has a partner, The Toy Universe. Bugg Media has been working hard behind the scenes to create an all-new platform for the Toy Industry. Connection is key and The Toy Universe will focus on retail and the toy market at large. Our mission is to connect the industry and to highlight the very best in toys across Australia and New Zealand. During the past three months we have been in conversation with key partners to enable us to develop this publication for the toy industry. It’s time for us all to reconnect with each other and with the brands and services which encircle the business. Our message to you is simple and we are committed to publishing four editions of The Toy Universe each year: • • • •

Jan/Feb — End of year review and forecast the year ahead March — Melbourne Toy Hobby and Licensing Fair July — Mid-Year Toy Preview (Sydney) Sept/Nov – Christmas and forecast for following year

The support of the industry is vital to making a toy publication work. We need the help of the industry to promote new toys, talk to the retailers, tell us what’s important in the business and to talk about key issues and events. The next opportunity for the industry to (hopefully) connect in-person will be at the Australian Toy Association's Mid-Year Toy Preview in July. We understand that it will be held at Rydges Parramatta Sydney. It will be our first face-to-face show for over two years! We are planning a bumper edition to showcase this event. The Toy Universe has been appointed as the Official Media Partner for the Toy Hobby & Licensing Fair for 2022 and we will be covering the event including the Awards Evening and the Rising Star. As a featured exhibitor on the home page of the Toy Fair Digital website, you can book a meeting with us to discuss a media package that will work for your business. The Toy Universe will be fun, original and your media partner for the Australian and New Zealand toy industry. The Toy Universe website is now up and available online by visiting — www.thetoyuniverse.com.au

Published by Bugg Marketing Solutions info@buggsolutions.com.au PO BOX 491, Berwick VIC 3806

Advertising: bookings@thetoyuniverse.com.au Feedback: editor@thetoyuniverse.com.au Media: media@thetoyuniverse.com.au

The Toy Universe has been compiled as a guide to toys and other related matters. The views and opinions provided are based upon the views and opinions of our writers. In no way is The Toy Universe a factual guide to toys and/or other related matters. The Toy Universe does not take responsibility for how the information provided is used by its consumers.

EDITION 1 | MARCH 2022

www.thetoyuniverse.com.au

INSIDE THE ISSUE INTERVIEW GEOFF OLIVER — SPIN MASTER

INTERVIEW JUSTINE MCKENNY LEGO AUSTRALIA

INTERVIEW ANGIE TUTT — LEGO AUSTRALIA

INTERVIEW DARREN HUNTER — ALL BRANDS TOYS

MARKET WRAP JASNOR AUSTRALIA

MARKET WRAP VR DISTRIBUTION

MARKET WRAP CONNETIX

MARKET WRAP AXIS TOYS

ARTICLE CHRISTIAN ULRICH — SPIELWARENMESSE

UPDATE ALICE SANDERSON — TOY FAIR DIGITAL 2022

www.thetoyuniverse.com.au

INTERVIEW GEOFF OLIVER MARKETING DIRECTOR AT SPIN MASTER AUSTRALIA AND NEW ZEALAND

SPIN MASTER

Looks Towards 2022 As we (Bugg Media) launch our brand new toy publication, The Toy Universe into the market, we have been fortunate to spend some time with Geoff Oliver (GO) who is the Marketing Director for Spin Master across Australia and New Zealand. Spin Master is a leading global children's entertainment company, creating exceptional play experiences through its three creative centres: Toys, Entertainment and Digital Games. Spin Master continue to develop their footprint on the ground here in our market and for this first edition of The Toy Universe, we are really appreciative for the opportunity to speak to Geoff. We began by asking Geoff about his time in Australia...

Geoff, we understand that you made the move from Canada a few years ago. Can you give us a quick insight into how you see this market as opposed to the U.S. and Canadian markets?

We notice with interest that you have recently renewed your toy relationship with Warner Bros. Can you tell us a little about your new plans for this relationship and their brands?

GO: Great question. In many ways the markets are very similar, up to the point where Australia is frequently used as a test market to launch new and exciting brands here first, before going global. There are a couple of exciting points of difference however — firstly, Australia has the amazing mid-year toy event that is great for launching global-first products and brands. Secondly, the eCommerce channel, though rapidly gaining speed, isn’t quite as prevalent in size as it is in the U.S. COVID certainly changed buying habits for consumers and make no mistake, we’re fully up and running now, but back in 2018 when I arrived we weren’t quite as onlineloving as our North American friends were.

GO: Our partnership with Warner Bros. is definitely one of the high points in the portfolio. Globally, there are almost no other properties as recognised and beloved as DC and Wizarding World. It’s an absolute privilege to be able to partner with them and make award winning toys for fans. Though I can’t give away any secrets, I will say that on the DC side, there is a very exciting slate of movies coming in the next few years and we couldn’t be more excited to bring those movies to life on shelf.

Though I can't give away any secrets, I will say that on the DC side, there is a very exciting slate of movies coming in the next few years and we couldn't be more excited to bring those movies to life on shelf.

EDITION 1 | MARCH 2022

We recently read that Spin Master had been successful in winning some infringement cases for use of your global brands. How does your company view this important protection process? GO: Our brands are the lifeblood of the company and any of the other toy manufacturers can attest to how much effort and investment it takes to get a brand up and running, and to build momentum, so it’s critically important to ensure we protect that. We’re a highly innovative company; it’s always been a competitive advantage and I’m proud of the work that our internal teams do to protect our IP and innovation. Geoff, the recent release of the second PAW Patrol movie was very strong and we wonder how has it impacted on your toy line sales and profile? GO: Being our very first feature length release, we were completely overjoyed with both the global box office and excellent reviews we received. Our strong relationship with ViacomCBS meant that we were firing on all cylinders on the consumer products side. From toys to soft-lines and everything in between, it was an amazing team effort to bring the excitement to shelves across Australia. I do wish that the movie launch hadn’t coincided with lockdowns in both VIC and NSW, but despite that hurdle sales were amazing and globally it’s absolutely elevated PAW Patrol to a new level. We are very interested in the current and on-going outlook for the GUND brand, a long-standing favourite for many years! What will 2022 bring for this brand in our market? GO: GUND has a heritage, reputation and level of trust that not many brands obtain and that’s something to be proud of. Some of the cutest and most heart-warming items come from this brand, and 2022 is no different. In partnership with our friends at Jasnor, I’m confident that Australian customers will love what we have coming in 2022. Starting with Baby GUND items that families can start creating memories with, to innovative items that are soft and cuddly and have amazing features, to trend based plush items that consumers will be chasing, GUND is poised for its best year yet. How does Spin Master see the commentary surrounding sustainability. Is it something that figures into your development and marketing mix? GO: Operating in a socially responsible business entails minimizing our impact on the health of our planet and taking steps to find renewable sources of energy, opportunities to reduce waste within our manufacturing and operations, developing sustainable product materials and packaging, whilst taking a product’s entire life cycle into consideration. We’re excited to be partnered with TerraCycle in both the U.S. and Australia, as this will allow consumers to recycle all of their old Spin Master toys. Further upstream, simply put, it’s about reducing plastics, investing in biodegradable/compostable or recycled materials in our products and using things like eco-friendly inks as well as numerous other actions to help minimize our overall impact. We’re excited to be partnered with TerraCycle in both the US and Australia, as this will allow consumers to recycle all of their old Spin Master toys.

www.thetoyuniverse.com.au

Geoff it’s been a long two years managing the health challenges we have all endured. How have you and your Spin Master team been able to manage this both individually and collectively? GO: The health and well-being of our teams globally is of primary concern for the executives and that permeates through the entire company. On a local level, the whole team has done an amazing job supporting each other through lockdowns and uncertainty and I couldn’t be prouder of how we all rallied around each other and I believe we’ve come out stronger as a result. This wasn’t a foregone conclusion mind you, being intentional with things like Zoom drinks in lockdown, reaching out to the team regularly and even bringing in coaches to work with the team; there were several actions that were taken and continue to this day, to ensure that we are looking after the well-being of the team. How do you see the year ahead for your retail partners? Where are the challenges and where do you see the opportunities? GO: The largest challenge I see continues to be around the uncertainty that is still pervasive in the global supply chain. This uncertainty has many factors, from the increase in COVID in Asia, increased oil prices, exchange rates, etc. I think we’re all a little on tenterhooks at the moment but in saying that, I’ve seen all our retail partners expertly navigate the last two years of craziness, grow their online business and continue to deliver for the Australian consumer. Wherever there are challenges, there are opportunities to improve: streamlining processes for maximum efficiency, increasing our nimbleness in the face of increased global uncertainty, and ensuring to listen to customers and meet them where they are at, with the top things that jump to mind.

Do you have a view on the developing and emerging global toy fair structure, which I suspect involves many considerations such as timing, frequency and the commercial realities of available budgets? GO: First, wouldn’t it be fantastic to be able to get together in person again! I think the technologies that have become prevalent over the last two years have fundamentally changed how we all do business, and offer opportunities for companies to be a little more efficient and save money on travel and trade show expenses. Having said that, I personally don’t think there is a replacement for in-person meetings and having retailers be able to see and touch new products is something that can’t be replaced by virtual technologies, something that is vital to our industry. Do I think that all of the toy fairs that happened globally will have made it through the last two years, probably not, but the big ones will for sure. My sincere hope is to see the major global toys fairs back in full swing next year, including our own Melbourne Toy Fair. Geoff we really do appreciate you taking the time to speak to The Toy Universe and feature in our first magazine! Hopefully there is a big year ahead for the toy business in 2022 and beyond. We will certainly check in with you again during the year to get your read on how the market is travelling and we hope to see you soon! www.spinmaster.com

Wherever there are challenges, there are opportunities to improve: streamlining processes for maximum efficiency, increasing our nimbleness in the face of increased global uncertainty and ensuring to listen to customers and meet them where they are at, with the top things that jump to mind.

EDITION 1 | MARCH 2022

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For sales enquiries please contact andrew@akmtoys.com.au www.geomagworld.com

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INTERVIEW JUSTINE MCKENNY BRAND DIRECTOR LEGO AUSTRALIA

WHERE TO FOR LEGO® IN 2022? with Justine McKenny The Toy Universe is excited to be able to spend some time with Justine McKenny — Brand Director for LEGO Australia. Justine has held various brand management roles during her time with the LEGO Group and has recently stepped up to take responsibility for the direction of the overall LEGO brand. In our first edition of The Toy Universe, we had the chance to ask Justine a range of questions and we started by asking her a little about her brand roles with the LEGO Group.

Justine, can you tell a little about the nature of the various brand role you have undertaken at the LEGO Group? I have worked at The LEGO Group as part of the ANZ team for almost 13 years. I started my LEGO journey as a Marketing Assistant and later moved into the Brand Team as the Assistant Brand Manager, since then I’ve had a very linear progression in the function. During my tender, I have had the pleasure of leading several exciting campaigns such as “Build Your LEGO Christmas” (for four years!), which included the statement LEGO Christmas Tree at Pitt Street Mall, and four LEGO® Star Wars May 4th events. These campaigns really highlighted the creative possibilities of the LEGO brick, which despite my affinity to the brand, I still find very inspiring! I have been leading the Brand Team for almost five years and recently assumed the newly created Brand Director role. Together with the Brand Team we aim to inspire the builders of tomorrow through exciting and impactful consumer campaigns, and I am really proud of our high performing team.

EDITION 1 | MARCH 2022

We often here about the LEGO System, what is it and how does it play into your overall brand strategy? The LEGO system is really one of the most amazing things about LEGO bricks? The LEGO System of Play refers to the play pattern of LEGO bricks, how the bringing together of two or more LEGO bricks can unlock a world of imagination and endless possibilities! The way the bricks connect together like glue, we refer to this as “clutch power”. And they can be easily pulled apart and rebuilt into another display of creative self-expression. This timeless play pattern is the essence of the LEGO brand, and really delivers the joy of building, and a sense of pride for the creation! What I love most about LEGO bricks; if you can think it, you can do it! And that’s the beauty of the LEGO brick both from a consumer and a marketer’s perspective!

Many have tried to imitate the LEGO block without success. What is it about your product that provides the resistance against those that might seek to infringe on your IP? I think it comes down to our LEGO Values (imagination, fun, creativity, quality and learning) that are showcased in our products and emulated in our culture. We are all very proud of our products, performance and push ourselves to test boundaries, even if sometimes it doesn’t land. That culture of continual learning has definitely fuelled my career — and definitely keeps me energised with the many possibilities! Justine, what dictates the makeup of the various Universes in the LEGO product mix? Kids’ have very diverse interests and passions. This is because they are still discovering who they are and what they love. These passions shape who they are and how they interact with the world around them. Our LEGO portfolio is grounded in catering to these passion points; if a child loves epic vehicles for example, there is an array of exciting desirable products very relevant to this passion that we can introduce kids to. We hope that from there, kids will then continue to navigate the buildable and rebuildable world of LEGO, either through expanding on their existing passion points or discovering new ones. And overtime, they’d hopefully turn that curiosity to boundless creativity and imagination, and those interests and passion points to a genuine love for the LEGO brand.

This timeless play pattern is the essence of the LEGO brand, and really delivers the joy of building, and a sense of pride for the creation! What I love most about LEGO bricks; if you can think it, you can do it! And that’s the beauty of the LEGO brick both from a consumer and a marketer’s perspective!

Can you tell us a little about the origin of LEGO® DOTS? LEGO® DOTS is a differentiated play proposition designed to complement our portfolio, adding breath and diversity to our range by expanding our footprint into the arts and crafts space. LEGO® DOTS was founded by the passion and growing trend of self-expression, and delivers a unique and customisable creative outlet for kids. They are literally meant to be blank canvases to a child’s colourful and creative imagination! Where does LEGO® CITY sit in terms of the framework of your product line? How important is it to the overall conversation? LEGO® CITY is based on the recreation of everyday scenes that kids are very familiar with. We celebrate everyday heroes and jam pack the LEGO® CITY universe with awesome vehicles, missions and adventure. The sets are designed to inspire endless possibilities, and there’s always a quirky surprise just around the corner!

www.thetoyuniverse.com.au

LEGO® CITY is typically a favourite amongst LEGO colleagues around the world as it is synonymous with the LEGO brand — and therefore is a powerful recruitment theme into our portfolio. It’s a quality, inclusive toy that challenges imagination and creativity delivered through a fun, quirky humour and tone of voice. Sustainability has become a more prominent part of the conversation both in licensing and toys, what is the LEGO Group’s mindset when it comes to this emerging focus? We want to play a role in building a better, brighter world for our children to inherit. Our sustainability agenda covers Children, Environment and People — and we’re joining forces with children, parents, our employees, partners, experts and non-governmental organisations to make a lasting impact and inspire the children of today to become builders of tomorrow. When children play, they can build valuable life skills while having fun. Learning through play enables children to solve problems creatively, boosting confidence and resilience — and we aim to continue to broaden our impact and help develop future leaders of tomorrow. From an environmental standpoint, we want to play our part in building a sustainable future and making a positive impact on the planet our children will inherit. Not limited to, but some of the inroads we are making in this space include a goal to eliminate single use plastic from our packaging by 2025 and ensure our products are made from sustainable materials by 2030. And finally, as part of our People agenda, we ensure our workplaces are inclusive, safe and motivating. We are focused on building diversity and ensuring our teams reach and inspire children, regardless of who they are or where they come from. As an employee, a consumer and a parent, the developments in this space both from the LEGO Group and the industry gives me hope that we are all working towards a similar mission of providing a better future for the children today and the children of tomorrow.

EDITION 1 | MARCH 2022

Technic is the more collectable and technical range in the LEGO World, what's the brand strategy behind this amazing category? LEGO® Technic is all about a challenging building experience matched with realistic functionality, just like the real thing! It is an offering that is perfect for kids that are looking for their next building challenge, or for adults that have a passion for building and vehicles! Internally, it’s a theme that we are immensely proud of, as there’s nothing quite like it in the market — and the IP collaborations are taking our innovation and functionality to the next level! From a market perspective, it continually exceeds our expectations and our recent McLaren Formula 1™ Race Car is a key example of this!

When children play, they can build valuable life skills while having fun. Learning through play enables children to solve problems creatively, boosting confidence and resilience — and we aim to continue to broaden our impact and help develop future leaders of tomorrow.

What is your outlook for 2022? We always aim to offer newer, more innovative and unique products each year, and 2022 will be no exception! We have a fantastic broad range this year that all children, adults, families and AFOLS will be able to find a set they’d be excited about, regardless of age, gender and passion point. Additionally, this year the LEGO brand turns 90 years old — on average only about 1% of brands reach this milestone! So, we hope to celebrate this significant occasion with our fans, consumers and partners. But we also acknowledge that the year won’t be without its challenges, so are getting ready for another dynamic year of pivoting! Justine, thanks so much for taking the time to speak to The Toy Universe for this edition of our new magazine! We will check in with you again a little later in the year and hopefully gain some further insights into your business and the brand. www.LEGO.com

INTERVIEW ANGIE TUTT SENIOR DIRECTOR — HEAD OF MARKETING LEGO AUSTRALIA

THE LEGO® SYSTEM

with Angie Tutt The LEGO Group has worked hard to achieve market leadership around the globe. Here in Australia the LEGO System continues to deliver solid growth and fabulous product initiatives across the board. The Toy Universe has been fortunate to contact Angie Tutt — Senior Director, Head of Marketing at The LEGO Group here in Australia. The LEGO journey is a fascinating one, because of a strategic reorganisation of their business some years ago they now figure as a global powerhouse and lead the toy business with their innovation and energy. We wanted to gain some insight into the thinking behind this incredible brand and first asked Angie about her journey with LEGO!

Angie, we see with interest that your journey with LEGO includes Customer interface, overall brand direction and currently responsibility for the overall marketing direction of the company. How has this all shaped your outlook on the strategy you currently direct? One of the biggest and most unique things about the LEGO Group around the world is our amazing culture, and the LEGO Australia and New Zealand team have that in spades. I believe my experiences across different departments & functions just enables me to know my teams and my colleagues better, put myself in their shoes and speak their language. Once I understand the business and people better as a whole, I am more adept at pulling together an overall strategy that meets the needs of the business, and still works with the motivations and passions of the people. And that’s a win-win scenario to me really!

EDITION 1 | MARCH 2022

In terms of the overall marketing mix where does the LEGO marketing system allocate most of its focus in the business? No matter what area of marketing or messaging you look at across our LEGO marketing mix, the key to us is ensuring that we keep our focus on bringing engaging and creative play experiences to audiences around the world. The channel focus may change month to month, theme to theme, but our ultimate goal to inspire and develop the builders of tomorrow always remains, with the LEGO brick at its centre. That is our main focus. The channel focus may change month to month, theme to theme, but our ultimate goal to inspire and develop the builders of tomorrow always remains, with the LEGO brick at its centre. That is our main focus.

We notice with interest that you hold a degree in Maths and Computer Science, given the technical D&A of the LEGO system, does this provide you with a particular insight into how you go about your role? Oh gosh that’s going back a way! But yes, I have to admit I do love my numbers, they enable me to get my geek on really! Haha! Don’t numbers run the world? Fibonacci – Pi – Binary systems? I could go on! (but I won’t). In all seriousness though, I believe you are a better Marketer if you know your numbers. The more you can understand the financial and commercial impact of what your marketing strategy / plan does, the better you can help drive your business in the future. Add that to a fabulous culture and amazingly inspirational & fun brand to work with, and you really can’t have a bad day now, can you?

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You recently partnered with Nitro Circus as part of their current regional tour. What was the motivation and vision for this collaboration, and has it delivered? Our LEGO® CITY theme is one of the longest running themes in our LEGO business, yet every year we continue to try to keep things exciting with new innovations, and 2022 is no exception. With the recent Nitro Circus partnership, we wanted to demonstrate LEGO® CITY as a “cool” play theme by activating the ''Make Awesome'' platform with real local heroes and stunt people. In line with Nitro Circus’ Australian tour which goes into 8 regional centres with live, high-octane motor cross and BMX stunt shows, LEGO® CITY was integrated into the shows, giving relevance and talkability to the theme, particularly its new LEGO CITY Stuntz range. Integration across digital and within each stadium event was thorough, with branded ramps, LEGO® Minifigure characters in the shows and even a LEGO® CITY race car stunt vehicle as part of the stunt show! Nitro Circus has been a great partner to work with and we have worked collaboratively to make sure all the kids and families at Nitro Circus have a really fun and engaging time, both with their high-octane engagement and our LEGO® CITY brand. Seriously a very cool partner to work with. Integration across digital and within each stadium event was thorough, with branded ramps, LEGO® Minifigure characters in the shows and even a LEGO® CITY race car stunt vehicle as part of the stunt show!

www.thetoyuniverse.com.au

After more than two years of challenging global health matters, how have you personally navigated this and additionally how have you guided your team to minimise the impact As tough as the last two years have been, we have surprisingly strengthened our understanding of one another. As individuals, and as a team. If you think about it, all the online meetings you’ve been on, you’ve seen one another’s homes, families, pets, and hobbies. (Sometimes perhaps even if by surprise! Popup kids on screen anyone?!). And that leads to more curiosity into who they are as a person outside of work, and in turn more relatability and trust. I’ve found I’ve put extra effort into knowing my team and the teams I work with by asking more questions about their lives, and just getting to know people better on a more personal level. Don’t get me wrong, I don’t think anything really beats a face-to-face conversation to build trust and collaborate. At LEGO Australia we’ve gone back to the office in 2022 through our hybrid ways of working but having the flexibility to work from both home and office during the week gives us the best of both worlds. What is your outlook for 2022? 2022 will be the year that (hopefully!) the world opens up again! People can travel, explore, see friends and family, go shopping (a favourite of mine!), and most importantly, play more with others. 2022 will be the year we get back to seeing people face to face through shopping events, outdoor activations, and here at the LEGO Group, we just want to encourage this by creating exciting moments, events & experiences for all to share through LEGO Play.

EDITION 1 | MARCH 2022

Angie, can you provide us with an insight into what your LEGO stores have brought to the business and how do they fit into your retail strategy? What I love most about our stores is the opportunity to showcase the experiential hands-on nature of our brand. We know that retail stores continue to play a critical role in helping people discover new products, have fun and connect with brands they love. So that’s what we aspire to do! Consumers, shoppers, and fans of all ages have been telling us that they are looking for our stores to provide more opportunities for personalised, fun, hands-on play and immersive brickinspired experiences. In our LEGO stores we showcase not only products in all their built glory! But items like the Pick-and-Build™ wall and our Build-yourMinifigure-Station™ also help kids and adults build whatever they can think of, whenever they want. It really is only limited to your imagination! What are the three key drivers that will continue the LEGO Group’s momentum in 2022? • Building great play experiences • Driving our Rebuild the World platform • Speaking to all audiences by talking about their passions and interests How do you rank Consumer Marketing as part of your mix? In the toy industry it’s more important than ever to know & talk to your consumers as part of the marketing mix. I am still amazed at how many millions of children and fans around the world build amazing things and combine bricks and themes in ways I would never imagine! Most of the toy industry knows we move fast like the fashion industry, and so do kids! So, keeping up with what kids like and key trends they follow I believe is imperative to stay relevant and advance into the future. After all, it’s the LEGO Group’s 90th birthday this year! We turn 90 years old as a company, yet we still see our journey as only beginning. Here’s to the next 90 years of knowing and learning from our consumers! Does social media, specifically Tik Tok figure in your plans? – How? At the LEGO Group we want to meet and connect with our fans where they are — whether that in a store, online or on social media. So far, Tik Tok has not been a part of our marketing plans, but we continue to evaluate which social media platforms we are active on. Does your marketing differ specifically when you are focussing on Licensed ranges? i.e., Star Wars. The biggest difference when focused on our licensed products/ranges is probably the most obvious one — working with our partners. Across the globe we have a Partner Promise to ensure we get the most out of both our brands and our teams, to ultimately create fun and exciting products and experiences to our audiences. Locally here in ANZ, as a team we pride ourselves on really trying to collaboratively align on our plans with our partners (as much as we are able), to create win-win experiences for both our partner and us. And considering the strength and power of our amazing partners, it still surprises me sometimes the impact we can achieve by working together. I still learn from building these relationships every day. www.LEGO.com

INTERVIEW DARREN HUNTER OWNER ALL BRANDS TOYS

ALL BRANDS TOYS Are On a Mission!

As we develop The Toy Universe, we intend to place some focus on businesses within our industry and call out some of their achievements, advances and put focus on some of the people who lead these organisations. Today we are catching up with Darren Hunter who owns and runs All Brand Toys in Queensland. Darren is a toy veteran and began his career as a Sales Rep/Manager with Playcorp. He then began an agency business which became a partner of All Brands before he assumed ownership. All Brands are a high-profile Wholesaler and Distributor and are fortunate to represent many global brands whilst also developing their own products. Darren can be very proud of his achievements and longevity in the business. Toys are challenging and require a sound understanding of business and the market. We began by asking Darren about his time in the toy business:

Darren, you began as a rep with Playcorp and then ran your own agency before connecting with All Brand Toys, what are you most proud of during your time in Toys?

You have won some highly recognised awards over recent years for All Brands Toys. What do they mean to you, your team and your business?

Yes started back in 1989 at Playcorp and learnt from the likes of Dave Hendy, David Tolmer, Glenn McLean, Jeff Keighran – all these guys who are still in the industry now. I think being able to go on and have my own business is the most thing I am proud about – definitely not easy and has it’s challenges.

They mean a lot to the business. Let’s be honest, they are not my products, nor did I invent them, but to be able to partner with some great Manufacturers has enabled us to win those awards. What it does show is All Brands Toys can do the job and ensure product is out in the marketplace.

EDITION 1 | MARCH 2022

What has been your philosophy when building your product portfolio? How have you sold yourself and your business as a sound and trusted partner? There is never a shortage of toys as we know. I think high profile brands is a good start. We specialise in the independent channel, and we love that space – so when we do partner with someone, we want to be owning that space with them. We are exclusive distributors/wholesalers for some very large manufacturers, and we are getting the job done. I have a great team of people who I trust and understand how important supplier relationships are. Darren, after more than two years of dealing with the global Pandemic, what measures have you adopted to stay positive yourself and what assistance have you been able to provide to your team? To be honest we have been very very lucky up here in Queensland. It’s really been business as normal in Brisbane – we have never had to work from home so the business has been able to keep running normally. So very fortunate compared to other States. What’s your outlook for 2022? Well, it’s now March and what I thought might happen has totally changed already. I really really don’t know to be honest – it’s obvious this year will have its challenges - I just hope we can sell lots of toys and our retail customers have another strong 12 months sales.

Your retail distribution channels are diverse and include Toy, Gift, Pharmacy and News. How do you see the independent retailers role as part of the overall Industry landscape? I truly believe it’s very important. I have said it for years and I will say it again – the independent channel is underestimated and there is no better channel to build a brand. They are at the coalface with customers hearing all the questions/feedback etc and this is critical I think in our industry. Can you give us a quick rundown on some of your more prominent lines for the 2022 year ahead? We have a great line of product for 2022. I suppose if you were to narrow things down Disney Mini Brands is shaping up to be quite big, XSHOT Skins is a game changer and Robo Alive is looking as strong as ever. Gabby’s Dollhouse, Tech Deck, Rubik’s, Paw Patrol, Kinetic Sand, Monster Jam just to name a few are looking as strong as ever from Spin Master who we have a strong partnership with.

How do you see social media and these new online platforms as part of your marketing mix? It’s not something we need to use. Our suppliers are the experts in this space to obviously build brand awareness etc – our job is to sell, sell, sell. Do you have a view on the global toy trade shows? What sort of structure would suit your business best? It’s not something that bothers me to be honest. I just go with the flow. I have seen correspondence from Andrew Hendy regarding less fairs and what he says makes 100% sense. Great to speak with you Darren, it’s good for the industry to have passionate and committed personalities like yourself as part of our business. All the best for 2022 and beyond for All Brands Toys! www.allbrandstoys.com

www.thetoyuniverse.com.au

The Revell Star Wars range of model kits will be landing at Zimbler in Early May. Model kits from all the Famous Trilogies along with the very latest new shows The Mandalorian and The Book of Boba Fett. We think you’ll find them out of this world! For more information call the team at Zimbler on 03 8481 1000 Email sales@zimbler.com.au website www.zimbler.com.au

MARKET WRAP JASNOR AUSTRALIA

JASNOR AUSTRALIA We are well into 2022 and Jasnor is continuously committed to creating magical play experiences for children through our innovative toys and in-demand brands. It’s certainly been an exciting start to the year and with the support of our wonderful long-standing suppliers, our dedicated team members, and our willingness to adapt in these uncertain times, we have carefully curated a thrilling line up for 2022. From evergreen properties and exciting new on-trend toys, to classic, collectible gift brands, we have you covered with our amazing showcase of new additions.

For more information on these amazing new releases, please contact us, we’d be delighted to hear from you. Connect with us on social media or visit our website to view our full range of products. www.jasnor.com | sales@jasnor.com | +61 3 9562 9900

We are super-excited to introduce Doctor Squish, the most popular Squishy Maker in the world! You can find her on YouTube, TikTok, Facebook and Instagram with over 1.3 billion views! Doctor Squish loves to find the best squishy toys to see what's inside, loves making her own squishies and now has her own DIY squishy maker! With the easy-to-use Squishy Maker, kids can create their own Squishy and decorate it with sparkles, glitter and coloured ink. Everything needed is included in the pack for an enjoyable squishy experience.

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Marvel Battle Cubes were born from the hot trend of fidget items, with the goal of satisfying the need of having a cool and trendy licensed toy. The MARVEL Universe is a property that perfectly fits with the rock, paper, scissors play pattern, which is why the combination of the fidget cubes, combined with the popular characters has gained a huge number of fans worldwide. In addition to the thrilling toy, there is an app available where kids can challenge others and play with the virtual battle cubes, and also unlock exclusive content! So, get ready to unleash the true power of Marvel Battle Cubes! Kids choose their hero, set the strategy and begin the battle! There are 48 tokens on the battlefield to collect.

This year, Peter Rabbit celebrates 120 years of mischief! To celebrate the 120th Anniversary, Jasnor is pleased to showcase a stunning collection of classic plush soft toys and décor inspired by the characters from the iconic Tales written and illustrated by Beatrix Potter. The new classic plush collection features Beatrix Potter's most appealing characters. Each character is 25cm in height and features embroidered detailing, supersoft premium plush, making them the perfect gift for the young and young-atheart Beatrix Potter fans!

The range also includes a classic jumbo Peter Rabbit plush which stands at 90cm tall - a perfect showpiece for any nursery, playroom or eye-catching in-store statement piece! The new range of Peter Rabbit room décor includes bookends, a money bank, frame set and calendar cube, to bring the magic and mischief of Peter Rabbit to a new baby’s nursery.

The Wiggles are back in town with their highly anticipated return to stages around Australia commencing in February 2022, with their exciting new Fruit Salad TV Big Show arena tour! Delighting fans young and old, the new yellow Wiggle, Tsehay (pronounced "SE-hi"), has joined the other core Wiggles - Anthony, Simon and Lachy. Her name means sun and she has a very positive and bright attitude. Just like the newest Wiggly performer, Jasnor’s brand new 40cm Tsehay plush doll wears the yellow skivvy and a sunflower headband, teamed with her smart shiny black pants with yellow stripes. Tsehay loves to shuffle dance and salsa dance and this cuddly doll features her in an action pose with her arms raised. Children will love to play and cuddle their newest Wiggly friend, Tsehay! In addition, the new, refreshed Wiggles Mini Plush Collector Set features five favourite performers from the world's most popular children's entertainment group - Simon, Anthony, Lachy, Tsehay and Henry the Octopus! Perfect as a gift for Wiggles fans, these mini plush toys measure 20cm in height and feature accurate character references including detailed facial features and their instantly recognisable Wiggly outfits. Presented in an open gift box, this set is sure to capture the attention of Wiggly fans on shelf. Go on an adventure, take a stroll in the deep dark wood and recreate the classic tale of The Gruffalo created by Julia Donaldson and Axel Scheffler! The Gruffalo Story Time Character pack includes five figurines- The Gruffalo, Fox, Owl, Mouse and Snake and is robust and designed for child safe play. The figurines feature articulated action for hours of fun! The perfectly detailed figurines are true to the animated film and makes an eye-catching collectible display.

www.thetoyuniverse.com.au

divisible by zero www.dbzonline.com.au

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MARKET WRAP VR DISTRIBUTION

WELCOME TO VR D istribution As the ultimate great game pathway between buyers and the sellers, and with unrivalled thought leadership and category insight, we make sure the next big thing is always delivered with a quality & service that’s a win win for all.

Many of our publisher partners have chosen VR Distribution as their exclusive distributor. We invest significant time and marketing funds in above and below the line activities delivering greater product awareness, demand and sell through. Exploding Kittens, What Do You Meme, Kosmos and Iello are just a few of a number of companies that have chosen to partner with VR Distribution. Our vast and extensive range provides retailers with a one-stop-shop for all the key products in the gaming category. Our team of knowledgeable and experienced account managers can help store owners and buyers get up to speed with current consumer trends. Our B2B website is an excellent resource for managing orders and our warehouse facilities are world class so you can rest assured your orders will arrive efficiently and as expected. We’re always ahead of the curve at recognising the next big thing. Our retailer partners take advantage of fast-moving consumer trends of products within our kids toys, collectables and gaming ranges. Of course, some things never grow old and we stock a wide selection of age-old favourites such as yoyos and jigsaw puzzles. Brands such as Magic the Gathering, Dungeons and Dragons and Final Fantasy are some of the Trading Cards and RPGs we proudly distribute. As an authorised distributor, we’re well aware of the time sensitivity around these products and ensure your order is received in preparation for their much anticipated new release events.

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And then there's so much more... VR Distribution has a wide range of licensed merchandise and other homeware goods. With all the hot licenses covered and seasons considered, these are perfect as gifts all throughout the year. With over thirty passionate staff members in SA, NSW, and Victoria specialising in sales, marketing, promotions, logistics, all committed to your success, our passionate and experienced team has the drive to take your business to the next level! So dive in and check out our massive collection of games and puzzles at vrdistribution.com.au or contact us at sales@vrdistribution.com.au today!

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Check out our massive collection of games & puzzles at vrdistribution.com.au or email sales@vrdistribution.com.au

MOZABRICK Photo Construction Transform any picture into a mosaic wall art. Infinite pixel art possibilities using your own favourite photos. Visit us our virtual stand at the 2022 Toy Fair Digital with Ugears Australia to learn more.

Model S  5800 bricks  51*51 cm finished picture  5 monochrome colour bricks

Model M  8700 bricks  51*76 cm finished picture  5 monochrome colour bricks

Model L  14500 bricks  76*76 cm finished picture  5 monochrome colour bricks

www.mozabrick.com.au

Distributed by Acton Sales Australia @mozabrickaustralia john@actonsales.com.au | (08) 8234 9099

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expansion packs for the best-selling Connetix Ball Run just announced!

MARKET WRAP CONNETIX

CONNETIX®

Where P lay and Learning Connect Connetix Tiles was launched in 2019 by two Australian families who value the power of high-quality, open-ended toys that support children as they learn and develop. The company co-founders Brea and Dave first met when their children started primary school together. After seeing how their children not only loved playing with magnetic tiles, but were learning while doing so, the pair saw an opportunity in the magnetic tile market, to launch a safe, high-quality product, with a twist.

Brea is an experienced, Masters qualified Early Childhood Educator and mother of three. She is incredibly passionate about children learning through play and the power of open-ended resources. Dave is a businessman with a strong financial and entrepreneurial background combined with 5 years working as a mechanical designer in engineering offices. He has extensive experience with manufacturing and shipping quality products. Together, Brea and Dave combined their passion and skills to launch Connetix Tiles. Connetix are uniquely bevelled magnetic tiles that offer clearer refractions and promote learning through play. Manufactured with quality, food grade plastic and the inclusion of extra rivets and ultrasonic welding, Connetix tiles are stronger and safer for little hands. Connetix are proud to champion the value of learning through play by providing children with high-quality, open-ended resources that inspire creativity and imagination while promoting a range of educational and developmental skills. In the past three years, Connetix has grown exponentially and is currently stocked in over 660 quality retailers in 59 countries worldwide. From the beginning, there has always been an aim to be a high quality, respected brand that works in partnership with both consumers and retailers. This involves providing high quality toys that the whole family can enjoy, delivering incredible customer service, and cultivating valuable partnerships with retailers. Surpassing expectations in these areas has seen Connetix amass a loyal customer and retailer base, along with a significant organic following on social media.

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Since their launch Connetix has expanded their product range to include innovative designs such as the exclusively designed bevelled car bases that include real rubber wheels, large hexagon tiles, a signature clear fluted Ball Run design, and a unique pastel range that boasts eight beautiful, earthy, pastel colours.

Connetix is set to continue to add to their award-winning range, with four new packs announced since the start of 2022, including three new Base Plate Packs and a brand-new Clear Range. At the commencement of the Australian Toy, Hobby and Licensing Fair, Connetix was excited to announce the introduction of two NEW Ball Run Expansion Packs that includes three exclusively designed pieces – the Spiral, the “X” piece and the Double-Bowl. This pack is designed to complement the best-selling Connetix Ball Run Pack and is set to be a hit with both customers and retailers! Connetix innovative ideas and product range has garnered global recognition, seeing the brand receive both nominations and several coveted awards in the toy industry, including a recent nomination for Toy of the Year in the Creative Category at the 2022 New York Toy Fair. Connetix magnetic tiles are not only fun for the whole family, they also provide opportunity for children to discover STEAM learning principles in an interactive way. What’s more, Connetix create and offer free resources, blogs by education experts, and video tutorials through their website, Pinterest and YouTube channels.

If you haven’t already discovered the joy that Connetix play provides, you can learn more at www.connetixtiles.com, or head over to social media to see the remarkable community they have inspired.

www.thetoyuniverse.com.au

AUSTRALIA AND NEW ZEALAND JOINT CO-HOSTS SHOWCASING THE BEST TALENT IN WOMEN’S FOOTBALL IN 2023. • 32 teams – with Australia and NZ guaranteed qualifiers • 64 matches in 9 host cities / 10 venues • 1.5+ million fans to attend with a 1.1+ billion global TV audience Women’s football has become an unstoppable, global cultural movement and this is your opportunity to join the new era of women’s football. For licensing and retail opportunities, contact: Elisabeth Vitale licensing@vbmglobal.com

W EA RE AD DI N G

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MARKET WRAP AXIS TOYS

AXIS TOYS APPOINTED FABELAB DISTRIBUTOR for Australia and New Zealand Axis Toys has been appointed the exclusive distributor for the Danish organic brand Fabelab in Australia and New Zealand Established in 2013, Fabelab is a playful GOTS Certified organic Scandinavian children’s interiors brand, which believes in creating high quality, innovative and responsibly made products for a cosy and creative home. They challenge themselves to create innovative children’s products for everyday use that are made responsibly and with love. Fabelab stems from a world of imagination, and the name is created by two seemingly opposite words: fable and laboratory. All the ideas originate from this playful, experimental space where dreams inspire an imaginative landscape of multi-purpose products, that allow children and their families to grow and develop together, gathering stories and valuable childhood memories along the way. Fabelab believes in high-quality products and innovative design, always want to contribute to our children’s imagination. The products encourage play, experimentation and creativity. They believe in the power of storytelling and therefore the products always have a story behind them. “Our focus is on eco-certified products that have more of a classic and traditional feel,” commented Paula Opfer, Managing Director, Axis Toys, “And so to us, the Fabelab range was the perfect extension and development for our baby and pretend play offerings. It brings the magic of childhood and the practicality of play together in a wonderful ranging.” To see more of what’s new: www.axistoys.com/login AXIS TOYS IS ON STAND B29 AT KIDS INSTYLE APRIL 9TH — 12TH ASK ABOUT OUR TRADE FAIR SPECIALS — VALID NOW TILL APRIL 17TH 2022

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ARTICLE CHRISTIAN ULRICH SPIELWARENMESSE

Spielwarenmesse

Meeting point for the international board-game community ! The Spielwarenmesse traditionally brings the worldwide toy sector together at the start of the year in the southern German city of Nuremberg. Industry representatives already have the dates of the 72nd edition of the fair firmly marked in their diaries. From 1 to 5 February 2023, the world’s leading trade fair will be reproducing the many facets of the toy market at the Nuremberg exhibition centre. Market leaders and startups will be on site to show the trade their innovations and the trends of tomorrow. Particular attention will be paid to the topic of board games. Vast selection

Christian Ulrich is the Spokesperson of the Executive Board at Spielwarenmesse eG and from the Spielwarenmesse. Christian is fascinated by exhibitions and the multitude of marketing activities they generate. Christian is responsible for marketing and corporate communication, as well as press and public relations. Christian also oversees the development of new business opportunities.

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Board games are enjoying enormous popularity. According to market research company Technavio, in 2021 the worldwide market for such games recorded a growth rate of 7.14% over the previous year. The Spielwarenmesse bears this out. The games scene has been a permanent feature of the exhibition for many years. From card and dice games to board games, puzzles and role-playing games, exhibitors in Halls 10.0 and 10.1 have a wide range of goods on display. The GamesCafé (SpieleCafé) is an established meeting point for the community too. Developed in collaboration with the German Games Archive (Deutsches Spiele-Archiv e.V.), the Game Designers Association (Spiele-Autoren-Zunft e.V. – SAZ) and the German Illustrators Organisation (Illustratoren Organisation – IO), it serves the games scene as an important information and contact platform on all five days of the fair. At the GamesCafé, authors present their new ideas and exchange ideas with traders and retailers.

Games inventors in focus To address the needs of the international games community even better and increase the fair’s appeal in relation to roleplaying games, the Spielwarenmesse team has in the last year expanded the concept with a new format, the ‘Internationale Spieleerfindermesse – Game Inventors Convention’. The Bavarian Games Archive established the event, which took place annually in Haar, near Munich. Since 2022, this successful event has been organised within the framework of the Spielwarenmesse, taking place on the Friday of the fair. It offers authors the opportunity to introduce their prototypes to experienced games editors in an exclusive atmosphere. “By integrating the event into the fair, we are strengthening its international dimension in particular,” explains Christian Ulrich, Spokesperson of the Executive Board at Spielwarenmesse eG. “And on top of that we are making it easier for authors to open up new markets, given that all the decision-makers are present at the Spielwarenmesse.” Representatives of publishing houses can quickly gain a structured overview of the innovative games ideas through the ‘Internationale Spieleerfindermesse – Game Inventors Convention’. The one-day event concludes with an evening Networking Party, providing those involved in the games industry with plenty of time for one-to-one conversations and for trying out innovative ideas. Trying out new ideas The fact that the fair’s organisers, Spielwarenmesse eG, are devoting themselves specifically to the topic of board games is demonstrated by a new arrival in the Nuremberg company’s portfolio. Starting this year, that portfolio will include the Internationale Spieltage SPIEL games event, which takes place every autumn in the western German city of Essen. Since 1983, the event has developed from a small gathering of players to become the largest public fair in the world for board, card and role-playing games. Here, games publishers from all over the world display their new products to a broad public. Over the course of its four days it draws some 200,000 visitors to the Essen Exhibition Centre, where they can play to their hearts’ content. “The unique character of the fair will be maintained,” reports Christian Ulrich. “My team and I are delighted to be organising the SPIEL event in the future.” www.spielwarenmesse.de

www.thetoyuniverse.com.au

UPDATE ALICE SANDERSON TOY FAIR DIGITAL 2022

TOY FAIR D igital 2022 Welcome to the Toy Fair Digital 2022! We have a jam-packed week for the industry with so many great exhibitors, presentations and of course the Industry Awards Ceremony taking place online from Monday 28th March to Friday 1st April. With COVID numbers skyrocketing at the beginning of the year and again in some states, this years’ Fair provides a safe and effective platform for both our exhibitors and our guests to show and source new and exciting products for the 2022 buying period. Let’s start with our exhibitors.

Alice Sanderson began her career with the ATA in 2010 while completing her bachelor in Event Management. Alice has been instrumental in managing the Australian Toy Association Events and took on the Executive Manager position in 2019. Alice is passionate about the industry and together with the ATA staff and Board, continues to serve the members.

We have a great mix of product on display from some of Australia’s best suppliers as well as lots of fantastic trade fair specials for those who attend. Also, thanks to Big Balloon, Spin Master, U.Games and The Walt Disney Company, just by attending meetings and some of the live presentations during the week, delegates will be in the running to win a prize pack from these fantastic companies. With the Fair moving online, the ATA’s awards ceremony will also be held digitally, and this year Hasbro Australia will be sponsoring the event which is exciting and a huge thank-you goes to the team for their support! The program for the ceremony will again include the Rising Star award, The Product of the Year and Licensing Awards as well as our two predictive awards being Judges Choice and the Just Kidding, Kids Choice Award. On top of all of that, we have live presentations from Christie Nicholas of Mumpower, Surbhi Malhotra of The NPD Group and Claire Garner of The Insights Family. A big thanks goes to all that have made this event a success, with a special shout out going to The Toy Universe who are this years’ Toy Fair media partner. It’s exciting to see a fresh new magazine that is dedicated to reporting all the exciting news and events that the industry in Australia has to offer.

With the Fair moving online, the ATA’s awards ceremony will also be held digitally, and this year Hasbro Australia will be sponsoring the event which is exciting and a huge thank-you goes to the team for their support!

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If you haven’t already, make sure you take part in Toy Fair Digital 2022! For any queries on the platform please feel free to reach out to the ATA team at — toyfair@austoy.com.au This is a fun and amazing industry to be a part of and I cannot wait to see you all online in 2022 and live and, in the flesh, next year at the 2023 Toy Fair in Melbourne. www.austoy.com.au

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AUSTRALIA’S LEADING DISTRIBUTOR OF SCOOTERS, TRIKES, RIDE ONS AND ACCESSORIES Ph : 03 9553 3447 info@activeoutthere.com.au | WWW.ACTIVEOUTTHERE.COM.AU