Toy World Magazine April 2022

April 2022 Volume 11 Issue 8

For more information, please call 01293 222500 or email the UK Magicbox Toys team at: sales@magicbox-toys.co.uk

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The Team...

CONTENTS April 2022 Volume 11 Issue 8

John Baulch

Publisher and Managing Editor john@toyworldmag.co.uk 01442 502 408 07932 651 207

38 Retail Profile: Midco & Learning Express

Mark Austin

Sales Director mark@toyworldmag.co.uk 01442 502 405 07710 532 952

72

Feature: Pocket Money Toys & Collectibles

News

Regulars

Features

07 08 18 22 26

24 Generation Media 30 NPD 33 Talking Shop 67 Viewpoint 104 Fresh 202 Allegedly

38 46 51 68 70 72 106 108 162

From the Publisher News Industry Moves Marketing World Licensing World

Anita Baulch

Circulation and Financial Director anita@toyworldmag.co.uk 01442 502 406

Contributors

Retail Profile: Midco & Learning Express Company Profile: Bandai 40th Anniversary Special Feature: Jurassic World Company Profile: Kids Know Best Company Profile: Little Brian Feature: Pocket Money Toys & Collectibles Special Feature: INDX Toys & Nursery Feature: Pre-school Feature: Games & Puzzles

The NPD Group | Mark Buschhaus | Stephen Barnes | Felix Lewis | Tristan Brooks

Rachael Simpson-Jones Editor rachael@toyworldmag.co.uk 01442 502 406

108 Feature: Pre-school

162 Feature: Games & Puzzles

Sam Giltrow

Assistant Editor sam@toyworldmag.co.uk 01442 502 406

Alakat Published by

Mark Crowford

Design and Production Manager markc@toyworldmag.co.uk 01442 502 405

www.toyworldmag.co.uk @toyworldmag @baulchtweet

toyworldmag

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Toy World Magazine

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W

elcome to the April issue of Toy World – at 204 pages, comfortably the largest April issue we have ever published. The fact that we have been able to pull together an issue of this magnitude at this time of year is testament to the magnificent efforts of toy suppliers, who have continued to bring great new products to market, despite all the challenges of the past few years. I can say with some certainty that very few people in the toy community have been resting on their laurels – the toy market will always be driven by ‘new’, and thankfully those innovative, groundbreaking launches just keep coming. And while they keep coming, we’ll keep highlighting them.

from the publisher

John Baulch - @Baulchtweet

This month’s product category features cover some of the market’s most diverse and competitive categories – Games & Puzzles, Pre-School and Pocket Money Toys & Collectibles. In addition, we have several special articles that we think you are going to love. 2022 marks Bandai’s 40th anniversary in business, and it was great to sit down with Nic Aldridge and the UK team to hear how the company reinvented itself after the loss of Power Rangers. It’s an inspiring tale, offering hope to all of those companies who lose big ranges or distribution deals – these things happen, and there is always another opportunity or route to success around the corner.

Another article we are extremely excited about represents something of a first, not just for us but I believe for the global toy trade press as a whole. Despite many challenges, the specialist toy retail channel continues to thrive…. both here in the UK and around the world. But how do the experiences of toy retailers in different countries align– and how do they differ? We wanted to find out, so we set up a zoom call with our US retail columnist Rick Derr from Learning Express and award-winning UK indie Dave Middleton from Midco Toys. Both are passionate, committed toy specialists, and both aren’t afraid to be open about their successes, and equally pull no punches when it comes to talking about some of the challenges they face. Our editor Rachael refereed the discussion, and you can read what they both had to say in the refreshingly honest, noholds barred piece, which starts on page 38.

Overall, it has been a lively start to the year for the toy community - which is good, because it helps to have something positive to focus on instead of the heartbreaking situation in Ukraine or the fact that Covid cases are once again on the rise in the UK (even though this is being kept off the front pages by the lunacy we are witnessing in Eastern Europe). Covid

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may not have disappeared, but over the past two years, we have found a way to co-exist with the virus. That truce has often been uneasy, and the government’s economy first handling of the pandemic may have proved controversial at times, but ultimately, it feels like we are coming out the other side, having managed to strike a reasonable balance between health and the economy most of the time.

Contrast that with what is currently happening in Hong Kong and China – the latter territory has been in the news recently, as cases of the Omicron variant have rudely chosen to ignore the Chinese government’s insistence on zero covid and are popping up across China with increasing frequency.

A strong sense of deja-vu is creeping in - we have been here before. I just hope this situation doesn’t spiral out of control this time round. A lot of stock arrived too late for the Christmas period last year, and there has been no shortage of promotional activity at retail since Christmas, presumably in an attempt to move a lot of that product through. However, if we end up with further supply chain complications this year, maybe those retailers and suppliers who chose to sit on stock rather than discount it to shift it will be glad they remained patient.

I am sure we were all hoping for a quieter year this year – a bit of a return to normal. Instead, as we approach the end of a first quarter that none of us could have predicted, I think we all recognise that this is going to be another year full of challenges – many of which will be way beyond our control. Oil, gas and petrol prices are spiralling upwards at an alarming rate, just as extra tax and national insurance contributions and reduced benefits kick in. Add inflation at a rate none of us has experienced in the past couple of decades and it is clear that this is going to have a significant impact on the disposable incomes of many households. The prevailing economic winds are going to severely test the theory that the toy market is immune - or at least heavily resistant – to such financial turbulence.

However, we have weathered some pretty lively storms over the past few years, and I genuinely believe we can weather what ’22 has in store for us. There are some positives from the events of the past two years, and one is that many parents have spent more time with their children, and hopefully they have seen at close quarters just how much joy and comfort toys can bring to their kids in difficult times. Maybe this will make them feel that buying toys is a good thing, and something to continue doing as long as their financial circumstances allow. I do hope so.

News Embracer Group completes acquisition of Asmodee in 2.75b Euro deal In December 2021, Embracer Group AB entered into exclusive negotiations to acquire Asmodee from funds managed by PAI Partners and other shareholders. On 17th January 2022, Embracer, PAI and the other shareholders of Asmodee entered into a share purchase agreement to complete the transaction. The day one consideration amounts to approximately 2.75b Euros in total. An additional consideration amounting to approximately 360m Euros is set to be paid in B shares of Embracer to certain minority shareholders in the future, subject to the fulfilment of certain conditions.

Asmodee now operates as the ninth operative group of Embracer, moving Embracer towards becoming a leading independent global gaming eco-system. Asmodee’s CEO Stéphane Carville, together with his management team, continues to lead the new operative group. Asmodee will continue to operate as before the transaction and no reorganization is expected.

All conditions for the transaction, including regulatory approvals such as merger control clearance, have now been fulfilled. As a result, Embracer has today acquired approximately 96% of Asmodee’s shares from PAI and other minority shareholders who have sold the majority of their shares upfront for cash. These minority shareholders have retained a minority interest of approximately 4% of the shares in Asmodee which is subject to put and call options, exercisable in year 2, 5 and 6 after completion.

Marks & Spencer to open Early Learning Centre outlets in stores Marks & Spencer will be introducing an Early Learning Centre toy section into a small selection of its stores, as it extends its strategy to sell external brands in an attempt to increase its appeal to families. The move follows a trial to sell ELC toys via the Marks & Spencer website, which started last year.

This year, the retailer will open Early Learning Centre outlets in 10 stores at the end of March, including at the Bluewater shopping centre in Kent, Longbridge in Birmingham and Liverpool. Each ELC area will feature activity tables for children to play on, complete with Happyland products and free activity sheets, in addition to the range of toys for sale, and will open just in time for Easter.

The partnership is part of the ‘Brands at M&S’ strategy which offers customers access to a carefully selected group of brands and all of the advantages of shopping with the M&S platform. The brand curation, which is predominately online, is a mix of complementary products and areas M&S doesn’t have an extensive own brand range – such as toys.

Neil Harrison, the director of brands at M&S, said the move was part of an effort to become “more relevant, more often to families” in stores: “We know a large proportion of our customers look to purchase toys for family and friends. So, by bringing the Early Learning Centre brand – with fun and interactive experiences – to our stores, we’re able to give our 22 million customers more reasons to shop with us.”

Mark Campbell, CEO of The Entertainer, added: “We are absolutely delighted to announce that we are extending our partnership with M&S into stores, continuing to unite two of the UK’s best loved brands. The fit between them is clear and we are sure that M&S customers will be thrilled to see Early Learning Centre in store.”

Early Learning Centre will open in 10 stores across the UK: Bluewater, Stratford, Pudsey, Cheshire Oaks, Lisburn, Thurrock, Metro Centre, Liverpool, Longbridge and Merryhill. The ELC range will continue to be sold on M&S.com and will be available for next day delivery or Click & Collect to over 700 M&S locations.

distributor of leading brands

sales@toynamics.co.uk | +44 116 478 5230

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News Bliss Distribution appointed Wizards of the Coast distributor Bliss Distribution has been appointed official distribution partner for the games publisher Wizards of the Coast. The new deal means that Bliss will be able to promote more Wizards of the Coast products than ever before across franchises including Magic: The Gathering and Dungeons & Dragons. It will also allow qualifying retailers to access the Wizards Play Network (WPN); a resource for organised play events that ties in with Bliss’ proven track record in helping to grow organised play in the UK. Bliss has a wealth of experience in working with retailers to build organised play communities and says it is looking forward to supporting new and existing WPN stores.

Cathryn Dunstan, managing director, added: “We are absolutely delighted to become official distributors for Wizards of The Coast. The team is extremely excited to be able to offer our customers the full Wizards of the Coast experience. Dungeons & Dragons and Magic: The Gathering are iconic games, and it is a privilege to be able to say that we are now official distributors of these products.”

Known for its dedication to customer service, Bliss is committed to offering a professional and reliable service to both new and existing Magic and D&D customers, as well as WPN stores.

Retailers interested in purchasing Wizards of The Coast products or signing up to the WPN programme through Bliss Distribution are advised to contact sales@ blissdistribution.co.uk or call 01254 662 662.

Jeremy Robinson takes the helm at Melissa & Doug Reporting to managing director, International, Francisco Anselmi, Jeremy will have responsibility for managing existing and new business within the key markets of the UK, DACH and the Nordics. The company says his appointment as sales director for the Northern Europe region will strengthen Melissa & Doug’s international team based in Rickmansworth, Hertfordshire.

Jeremy has well over 20 years’ experience in the toy market and an extensive CV, including senior roles at Schleich, Tomy and Bluw.

Speaking of Jeremy’s appointment, Francisco Anselmi commented: “I am absolutely thrilled to have Jeremy joining our Melissa & Doug international team. We only hire people we believe will make a difference here. Jeremy not only brings a wealth of industry experience, but also a growth and team mindset.”

Jeremy said: “This is an incredibly exciting time to be joining Melissa & Doug, and I am delighted to be part of the developing team. There is a huge amount going on within the business, including the addition of licensed ranges, the move into new product categories and the acceleration of the company’s FSC programme.”

The company’s new infant and toddler range recently enjoyed an ‘extremely positive’ reception following its unveiling at London Toy Fair. The range designed specifically for the nursery sector is set to launch at retail in the UK for autumn/ winter. Melissa & Doug also used London Toy Fair to update its customers on the company’s accelerated sustainability strategy: Project Restore, which aims to ensure that all new products released in 2022 will be made from FSC-certified paper and cardboard. By 2025, the company also aims to have over 50% of its wooden toys FSC-certified and is seeking partnerships with nature conservation charities to help offset its carbon footprint.

“We will be working harder than ever to support our existing clients, and I am also excited at the potential we have to develop new trading relationships,” added Jeremy as he commenced his new role.

Lego annual revenue increases 27% Lego said its annual revenue jumped 27%, reaching $55.3 Danish krone, or about $8.06b, up from $43.7 Danish krone, or around $6.36b, in 2020.

The Group enjoyed impressive gains during the pandemic, as consumers of all ages gravitated toward its building sets, and said its diverse offering with multi-generational appeal, as well as a marked shift to selling directly to consumers online, were contributing factors to the increase. Sales of Lego building kits remained strong throughout 2021, as their popularity continued even after the coronavirus lockdown had ended. Having gained market share around the world, the Group warned that growth would slow to less than 10% this year as schools and workplaces reopen.

Chief executive, Niels Christiansen, said: “In 2021 we saw the benefits of strategic investments made over the past three years to innovate our portfolio, expand and evolve our retail experiences and increase capacity within our global supply chain network.”

Top performing brands included Lego City, Lego Technic, Lego Creator Expert, Lego Harry Potter and Lego Star Wars.

The company’s report shared that it plans to begin phasing in sustainable sales packaging in mid-2022, to replace the single-use plastic bags it uses to separate Lego bricks. During 2021, Lego opened 165 new stores, including 95 in China, bringing its total global store count to 832. China has become one of Lego’s top markets and accounts for 340 stores in its global retail footprint. A new Lego factory will open in Vietnam to support growth in Asia Lego has ceased deliveries to around 80 independently owned stores in Russia in response to the war in Ukraine. The company has also donated around $16.5m to emergency relief efforts, with a focus on providing support for children and families.

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News Toy Association announces major date change for Toy Fair New York Unveiled at London Toy Fair, Clipology is an all-new interactive streaming experience featuring the world’s most iconic TV and movie content. The game, which Moose is tipping to be one of the hottest releases of 2022, sees screen time seamlessly blended with physical board game fun and features a physical board game, video content and over 12 unique video challenges.

This broad range of play options means players will discover a highly interactive game with thousands of memorable movie moments making up the content.

“Now more than ever we are seeing customers looking for games that create opportunities for genuine interaction,” said Rob Wolf, head of Marketing for Boys + Games at Moose. “Clipology is the perfect example of a product that engages groups of friends or the whole family alike to participate in the game play.”

The unique game is built on a cloud-based platform, allowing players access across multiple screens including TVs, tablets and phones. The platform also allows for content to be continually refreshed with the latest pop culture moments for a truly ground-breaking gameplay experience.

Rob added: “As we officially announce our entrance into the Games category, we are looking forward to sharing the same playful Moose innovation and ‘wow’ consumers have come to expect. Moose has traditionally dominated in more traditional categories such as Collectibles and Youth Electronics, but it’s also known for its innovation and ability to enter and disrupt new categories. Games is no exception.”

Already well known for the success of the mind twisting FlipSlide, this year Moose will also be launching four new games spanning a diverse range of themes of target demographics. The new titles will include educational games for kids, board games for grownups and everything in between, including a game based upon the global phenomenon Magic Mixies.

Obituary: Steve Webb Steve Webb, head of Retail at Cartamundi, has passed away after a short battle with cancer, Toy World is sad to report.

Dan King, general manager UK at Cartamundi, reached out to Toy World to say: “Steve had been fighting cancer for the last 10 months and he leaves behind his wife Nic and children Gracie and Jack. He was so brave and showed so much tenacity and positivity throughout this battle, which was why he was such a great sales person. Steve had only recently started his position but in the short time he was with the company he quickly became a much-loved member of the team. We are all going to miss him terribly and our thoughts and prayers go out to his family.”

Before taking up the role at Cartamundi, Steve spent several years at One For Fun (formerly H. Grossman) as strategic account manager.

Prior to this, he also worked for A.B.Gee as a national account manager.

David Mordecai, One For Fun CEO, said: “Steve was full of life, fun and laughter, and throughout his illness always tried to beat it and never ever moaned or got depressed in any shape or form. He was an inspiration to us all. He would rather be talking about his time playing football with Wimbledon and the Crazy Gang and having a pint. As his illness worsened, his bravery in how he dealt with it was remarkable.

Our hearts go out to his family. He will be sorely missed by his colleagues everywhere, his customers, his friends and most of all his family.”

Bruder reports record 2021 sales Bruder Spielwaren GmbH says it is pleased with record annual sales of €92m. The company has reported an increase of 8.2% compared to the previous year despite challenges in 2021 which included raw material shortages and supply chain problems.

Managing partner, Paul Heinz Bruder, commented: “I am particularly pleased that we have succeeded in generating growth considering the situation and under pandemic conditions. Starting with the cancelled toy fair in Nuremberg, increased demand and unpredictable staff shortages, our employees were constantly confronted with new challenges. They have mastered them brilliantly.”

The majority of the growth generated in 2021 was in exports, with Bruder’s sales share of international business – in over 60 countries – currently around 70%. After a decline due to coronavirus in the previous year, the North American market recovered and recorded a particularly strong year, while the markets in Asia (excluding China) and Eastern Europe also showed sales increases. The DACH region, which represents the largest market share for Bruder, is back to the average level of previous years. However, the company admitted that supplier failures that were particularly noticeable towards the end of last year will have some impact on the ability to deliver in 2022.

Bruder is launching 18 new products this year. The company’ s established Mercedes Sprinter fleet has been given a facelift, with six Sprinter models revised, and innovations can also be found in the Agricultural, Emergency Services and Commercial Vehicle categories, as well as Construction Vehicles. Following the cancellation of this year’s Nuremberg toy fair, Bruder is presenting its new products on the Digital Toy Fair platform as well as on the company website.

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News Rowena Shorey announces company rebrand With over 20 years’ experience in talent acquisition, Rowena is relaunching her established recruitment service as Shorey Consulting Ltd. The successful business, which specialises in recruitment and preparing candidates for interview, has been rebranded to reflect the complete package of services on offer.

"I am proud to be re-launching my established business and giving the brand and name a makeover to Shorey Consulting Ltd.," Rowena told Toy World. "I have 24 years’ recruitment experience behind me, 16 of which have specialised within the Toy and Nursery markets. Like many organisations, in order to survive the effects of the pandemic and Brexit, I have had to adapt and evolve my product offering."

Despite the recruitment market itself being incredibly active, Rowena explained that she wanted to enhance the overall recruitment process, starting from CV submission and following through right up to the first few months of the candidate being in post. "The obvious areas where I believed I could most strongly support my candidates was in CV layout and content, as well as preparing for telephone or video interviews," Rowena explained. "And from an employers’ perspective, I have become expert in creating 30-90 day onboarding plans and writing job descriptions."

The green, yellow, white and grey colours of the company's new logo have personal meaning to Rowena, and have also been selected to represent vitality, positivity, freshness and maturity.

"This is my re-brand story and ultimately, I am my own brand - my product offering is a complete and rounded package," she continued. "In recruitment, if you do your job well, very often the candidate becomes the client, meaning the process turns full circle. As we start to exit the pandemic, this feels like a good time to re-structure my business and re-invent the original colour-wheel to a circle – or you may view it as a life-ring: something to hold on to and know you will be in the safest of hands."

Rowena can be contacted at rowena@shoreyconsulting.co.uk or on 07970 383641. She can also be contacted via LinkedIn. For more information about the company and how Rowena can help with recruitment, from both sides of the fence, visit www.shoreyconsulting.co.uk.

newsanalysis

The power of the Pog If you’re of a certain age, chances are you remember Pog, a simple yet addictive game played with varied and hugely collectible discs. Fans will be delighted to hear that Pog is now poised to make an eco-friendly comeback, with Pog Unlimited now on the hunt for UK distribution partners. Read on to find out why Julien Savino, CEO of Pog Unlimited, thinks Pog is once again destined for success, and how you can get involved.

Can you tell us a little about Pog Unlimited and Pog itself?

California-based Pog Unlimited, otherwise known as The World Pog Federation, has been proud to hold the trademarks and copyrights to the Pog brand since 1993. Pog Unlimited manages and licenses Pog and all its spinoffs worldwide: the Pog universe includes the Pog game, of course, but also a whole range of toys, apparel, lifestyle, athletic and outdoor accessories, and much more.

The wildly popular Pog game sparked a worldwide craze between 1994 and 1998, resulting in over 10b Pog sold in 30 countries. At the time, kids aged 5-12 not only idolised the game but also The World Pog Federation and the brand’s legendary mascot Pogman, a furry orange creature with an impossibly toothy grin. Fast-forward to today and these fans are all grown up, totalling some 100m nostalgic adults.

What are your plans when it comes to relaunching Pog? We are looking for UK partners that are both active and experienced in the Pocket Money category. Our ideal partners would be creative companies boasting strong marketing acumen, able to revive the Pog buzz in classrooms and school playgrounds through social media, street sampling and officially licensed Pog tournaments.

Pog and the Pogman mascot are both iconic and come from a time seen as inspirational the 90s.

To cater to nostalgic adults, we’re also looking for licensing partners in apparel, accessories, sport and consumer products, as well as brands willing to partner with Pog on exciting collaborations.

What are your plans for Pog outside the UK ?

We have plans for many countries, but we want

to be sure that Covid is gone before rolling them out. France has been a pioneer market. Asmodee and Gulli, the leading French Kids TV broadcaster, relaunched Pog in December 2020, anticipating the end of the first wave of Covid. Early numbers were extremely promising, with sales comparable to Asmodee’s biggest trading cards brands, but the second wave of Covid, resulting in a six-week school lockdown and the closing of non-essential shops including toy and game stores, stalled the launch momentum. With restrictions now lifting, we’re announcing the comeback of Pog in France at kiosks and convenience stores.

I myself, and many other people in their 30s/40s, remember Pogs very fondly – but do you think they’ll strike a chord with the kids of today?

The original game was actually invented by kids in Hawaii in the 1930s. At that time, the game of Pog was played with the cardboard discs that children found under the metal caps that sealed milk bottles. The metal cap (the kini) was thrown onto a pile of cardboard discs turned face down. Any discs that flipped up the other way were won by the thrower, making Pog a fun combination of a skill, chance and wagers.

This is the right time for Pog’s return. Kids have been deprived of social interaction during Covid and as a real-life social game, Pog lets kids interact with others. Players can either exchange their Pogs to complete a set or win and lose them by playing against others in games.

We’ve appointed Nelly Rodi, a style & trends consultancy, to help drive the Pog comeback. In addition to kids and nostalgic consumers in their 30/40s, it’s interesting to note that Nelly Rodi has identified a third target audience for the Pog brand: 15–20-yearolds. Like 80s/90s brands including Vans, Converse and Air Jordan, or cultural pop icons such as Britney Spears, Pog has become an aspirational brand consumers want to engage with.

25 years after Pog first made a name for itself in the collectibles and gaming worlds, Pog Unlimited invites fans to relive their childhoods and share the pleasure of playing, exchanging and collecting Pog with a new generation of children.

To find out more, contact Julien Savino, CEO of Pog Unlimited: julien.savino@pogunlimited.com.

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Our cool ziplines are specially designed to encourage kids to go outside and get active, and will make memories for the whole family that will last a lifetime.

Ziplines allow customers to create an awesome family adventure space in the back garden, or they can be taken away on holiday to give the kids a fantastic time they’ll remember forever.

SAFETY COMES FIRST: Our zip line kits includes a Stainless Steel Spring Brake as a braking system, so the zipline does not end at a sudden stop, while a rubber grips help riders keep a firm hold on the zip line while playing.. When it comes to kids’ outdoor activities and playground equipment, quality means the world to parents - that’s why we have carefully constructed a product that guarantees complete safety for children This zip line meets the international quality standards (RoHS & CE) and can easily hold up to 250 lbs.

We ship many containers to customers around the world and are looking forward to introducing UK customers to our quality range of ziplines and zipline kits.

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News Hunter Price signs Play-Doh Blocks distribution deal

newsanalysis

Hunter Price continues to build on its strategic partnership with toy manufacturer Bildo by adding Play-Doh Blocks to its distribution deal, in conjunction with Hasbro.

The building blocks are a new concept to the market, offering added play value by combining building and extrusion tools with the world-renowned Play-Doh compound.

The debut collection encourages creative play across a range of price points and includes many engaging activity sets and varied pack sizes. The Play-Doh Blocks range comprises starter sets, activity packs, characters and vehicles including fire engines and police cars, farm and school sets, as well as larger format activity tables and storage solutions, offering the consumer a wide selection to choose from.

Richard Belford, sales director at Hunter Price, explained: “Play-Doh is an instantly recognisable brand we’ve all grown up with, so it’s an exciting concept to bring Play-Doh Blocks to the UK. Combining iconic and creative dough play with building blocks and tools provides a real added value proposition and so many opportunities for creativity to flow. We’re helping to bring more meaningful products and play solutions to market – which is what consumers are demanding.”

Hunter Price says retailers have received the new Play-Doh Blocks concept ‘extremely positively’. The launch collection will be available in stores from September this year.

For further information on Hunter Price’s Play-Doh Blocks, contact sales@hunterprice.co.uk.

Haico’s sensory Mindful range set for 2022 launch Haico, a young toy company headed up by an experienced and innovative team, is excited for the upcoming launch of its Mindful range, which is specifically developed for children with ASD (Autistic Spectrum Disorder) and SPD (Sensory Processing Disorder).

The team says the range has been developed to fill what it sees as a gap in the market: a gap that has resulted in many kids with ASD and SPD being unable to meet their needs at home. Developed under a specific ethos – ‘Specialist toys, developed correctly, designed intelligently’ – the Mindful range is intended to meet kids’ needs, be rewarding to the senses, safe for challenging play and, above all, suitable for everyone.

Hayley Leacock, commercial director, told Toy World: “We can see that retailers have extended their awareness of the requirements of children to those with sensory processing needs. However, market research and focus groups have shown us that sensory often toys are often unsuitable or offer no specific positive feedback for the various senses. Our focus groups have alerted us to a common problem: many mass market toys end up being one-time use due to a misunderstanding of a child’s needs, leaving many without the tools they need at home to manage how they’re feeling.”

To rectify this problem, Haico has worked closely with parents, guardians and children for whom autism and sensory processing needs are part of day-to-day life. The company says these parents and guardians want to see a brand on the market that they know and trust. They also want alternatives to high-end specialist retail or mass market products that aren’t correctly tailored.

Mindful offers such an alternative. The range covers both toys and stationery and encompasses products to help at home as well as at school. Including school aids was key for the brand, Hayley explained. “We know this is a place where a child can easily find themselves in a situation where their senses are overloaded on a daily basis,” she said. “Having aids to help them or ways to communicate with an adult when words aren’t always an option is so important.”

Hayley added: “Mindful launches in 2022, and by 2023 our aim is to see the Mindful brand front and centre of any toy aisle. This range is suitable for all children, with a product to suit everyone. At Haico, we want to invite children from all walks of life, with a huge variety of needs, to enjoy a range that is suitable for all the play patterns children need to explore as they grow.”

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Why sustainability in the toy industry isn’t just a buzzword UL, the global safety certification company, explains how greenwashing is confusing consumers and diluting sustainability claims, and how being transparent by validating eco-friendly claims can make all the difference for toy companies.

According to Capgemini Research Institute, eight out of 10 consumers make purchase decisions based on sustainability credentials. As a result, sustainability has become one of the main business strategies for major brands and retailers in recent years. The toy industry is no exception.

The need to show sustainability efforts has resulted in many brands releasing statements and articles that are often vague, irrelevant or unsubstantiated. This practice of misleading consumers about a product or service’s environmental benefits is known as greenwashing and has made customers sceptical of what companies say about their products.

A European Commission and National Consumer Authorities study found that 42% of green claims were exaggerated, false or deceptive. Consequently, several global regulatory and quasiregulatory organisations have taken steps to help regulate and correct this situation and share guidance on the use of green claims.

The publication of the ISO 14021 standard specifies requirements for self-declared environmental claims and describes a general evaluation and verification methodology for them. Other regulatory bodies are taking notice and action when it comes to ‘unfair or deceptive’ advertising and have issued guidance, such as the UK’s Green Claims Code, to help companies avoid inaccurate statements.

Against this backdrop, toy companies should ask: How will greenwashing affect my business? The answer is simple: You might lose the trust and loyalty of your customers and risk fines from regulators by making unsubstantiated green claims.

Transparency is key for sustainability initiatives Transparency requires companies to share insight about what their products contain, how they are made and their impact on the community, the environment and users.

A growing number of green product marketing programmes and labelling schemes make it difficult to sort defensible claims from empty promises. That’s where UL can help. Don’t just say your toys are green - prove it.

From recycled and biobased material to recyclability rate, UL’s Environmental Claim Validation service lets companies prove to the marketplace that their product fulfills environmental claims. UL helps toy manufacturers communicate their products' environmentally preferable attributes clearly and credibly, equipping them with a powerful tool for differentiation in an increasingly cluttered marketplace.

To start your transparent sustainability journey with UL, contact toys@ul.com.

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Industry Moves Nikki Samuels joins Hunter Price as commercial director Consumer products business Hunter Price International is continuing to add strength and depth to its team with its latest high-profile appointment. Brand and licensing expert Nikki Samuels has joined as commercial director, to help guide the successful Manchester based business, which is on target to exceed its £40m sales forecast this year.

Nikki, the former licensing director and founder of character product manufacturer Sambro, brings decades of experience and knowledge to the Hunter Price team. He joins as part of the company’s ambitious growth strategy across its core product categories, including home & lifestyle, toys & activity and stationery & craft.

Following the appointment, co-founder Jeremy Winburn will now take up the role of trading director, to focus on the company’s fast-paced, reactionary trading business. Nikki will concentrate on the longer-term strategic vision for the business and new business development opportunities.

Jeremy Winburn commented: “We are industry innovators – and over the past two years we’ve continued to adapt and evolve, to carve out very clear areas of focus to help us achieve our goals. We’ve been strengthening our fantastic teams with the best talent, from buying and design to sales and marketing.

We’ve elevated our whole thought process and approach to enable us to deliver excellence within the industry. Nikki really shares our passion for product and his addition to the team will be invaluable as we start activating our plans over the coming years.”

Nikki said: “When you set foot in Devon Mill – the home of Hunter Price, you’re hit with such an incredible energy of excitement and passion. The talent and drive to create outstanding products is like no other business I’ve known and that’s what brought me here. We’ve got really solid foundations as a business and now it’s time to maximise our opportunities and potential across our core categories in the UK and throughout Europe.”

Nikki will also sit on the board of directors alongside the co-founders, Jeremy Winburn and managing director, Josh Eden; operations director, Jonathan Alexander and toys sales director, Richard Belford.

Left to right, Laura Leigh-Mills, Andrew Kay and Jamie Gordon are joining the MGA sales team

MGA Entertainment welcomes three new account managers MGA Entertainment has announced the three new hires, who will join the UK team.

These include Jamie Gordon as senior national account manager, Laura Leigh-Mills as eCommerce national account manager and Andrew Kay as national account manager.

As senior national account manager, Jamie Gordon is responsible for grocery and discounter channels. Having previously worked as an Asda implant and led the Morrisons account for Hasbro, Jamie joins MGA with vast experience in this sector.

Laura Leigh-Mills joins in the role of eCommerce national account manager, having previously gained experience in the position of national account manager with Carte Blanche.

Andrew Kay is the third new addition to the MGA team, as national account manager.

His previous experience includes 13 years with toy company Funko.

Julie Taylor, UK and Ireland sales director, stated: “We are extremely excited to welcome three such strong additions to the team. Jamie, Laura and Andrew bring with them a wealth of relevant experience and the passion and drive to take our account management to the next level. 2022 is already proving to be a huge year for the company. With a strong sales team in place – and the additions of Jamie, Laura and Andrew – we have every confidence this this year will be our biggest and best yet.”

Hunter Price Directors, top left to right, Jeremy Winburn and Richard Belford and, bottom left to right, Josh Eden, Jonny Alexander and Nikki Samuels.

Ravensburger boosts team with two new hires Ravensburger has made two new appointments for 2022, boosting multiple teams within the company.

Boosting the Operations team is Jonathan Heil who joins as facilities manager. Jon brings with him with him more than 10 years’ experience in facilities, office and operation management and will report directly to head of Supply Chain and Operations, Colin Reeves.

Della Holding has been appointed as consumer service advisor and will report directly to head of Marketing and Product Development, Katy Fletcher.

The appointments follow the news in January that Tim Hall, managing director of Ravensburger for over two decades, is to step down from the role during the second quarter of 2022 after more than 20 years. He explained that his decision had been made for personal reasons and that the company was in ‘excellent health’. Tim will now become part of the team looking after international licensing.

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Industry Moves Little Tikes appoints new senior brand manager for UK and Ireland

Standing: James Ford, Lukasz Jajinski and Kate Ellis / Sitting: Diane Lee and Mike Coogan

Toys R Us UK operation unveils new additions to buying and marketing team Toys R Us UK has announced several new appointments to its buying team. New recruits James Ford, Katie Ellis, Lukasz Jajinski and Sarah Harding will join existing team members Mike Coogan and Diane Lee in the new Toys R Us operation, which plans to re-introduce the brand to the UK toy market within the next few months.

Louis Mittoni, chief executive of Toys R Us Australia and the man who will be spearheading the brand’s UK relaunch, said: “I’m very excited to welcome over 100 years of retailing experience in our new team, who will lead the relaunch our iconic brand back into the UK market in the next few months.

We have an amazing Toy and Baby buying team, which I believe is the best in the country. With this team now in place, we’re hitting the ground running and have been reaching out to the supply base to see with whom we can align on this amazing journey.”

New eCommerce and marketing director Mike Coogan, who rejoined UK Toys R Us in December, spent the last 27 years of his career in the same role. He started the eCommerce business for Toys R Us in 1996 and previously worked for Argos and Peacocks.

Diane Lee, who started in January as buying director, spent over 30 years in buying and merchandising with 20 of them in the toy and baby business at Mothercare, Early Learning Centre, Hamleys and later with Babies R Us. In toys, new senior buyer James Ford comes with 20 years’ buying experience at Debenhams, seven of those in toys.

He also gained valuable experience at the pure play e-tailer Boomf, where he launched a toy and gifting proposition in just six weeks. He will be joined by Sarah Harding, who commenced her toy career at Woolworths and Entertainment UK, before moving to Hamleys. She spent eight years as a senior buyer at Toys R Us before moving to Mothercare and Early Learning Centre and has most recently been working at Bourne Leisure.

Katie Ellis joins as senior buyer on Babies R Us, having spent the last 20 years buying in all areas of the baby business, starting her career at Tesco, followed by stints at Babies R Us and Mothercare.

Lukasz Jajinski started his career on the shop floor and worked his way up to area manager before deciding to move into buying. At Argos, he worked on Infant and Pre-school, progressing from buyers’ admin to buyer, and will now transfer all his commercial skills to the baby industry within Babies R Us.

Alaina Cornish has been appointed as Little Tikes’ new senior brand manager for UK & Ireland, bringing with her 15 years’ strong consumer marketing and commercial experience from a diverse range of well-known consumer brands including Neff, easyJet, National Trust and Discovery Foods. As senior brand manager for Little Tikes, she will be responsible for driving consumer demand for the full range of Little Tikes products across the territories.

Commenting on her new role, Alaina said: “I have strong commercial understanding with a real passion for consumer marketing. Having worked in different industries, I hope to bring a fresh perspective to toy industry marketing, building on my past retail and FMCG experience.”

Using her past category management experience, Alaina said she will be looking to drive growth of Little Tikes products utilising market insights and finding opportunities.

“I’m delighted to have joined the Little Tikes team,” said Alaina. “Getting to work for a classic brand that continues to innovate, whilst creating wonderful childhood memories is a real privilege. I look forward to being part of the incredible MGA Entertainment family and driving growth in UK and Ireland.”

Little Tikes anticipates continued growth throughout 2022 in outdoor toys and beyond, which will be supported with heavy TV advertising and continued investment into PR, digital advertising and social channels. A new Little Tikes campaign launching in spring will celebrate outdoor play, whilst encouraging families to enjoy time in their own back gardens.

New NAM joins Tomy to oversee growing games portfolio Samantha Whittaker has joined Tomy’s sales team as national account manager, bringing with her a wealth of experience and enthusiasm for toys and games.

Reporting into UK sales director, Kingsley Matthews, she will work exclusively across Tomy’s growing games portfolio, including Drumond Park, Zanzoon and Tomy Games, which contains industry leading names such as Logo 2nd Edition, Articulate!, Pop-Up Pirate and Screwball Scramble.

Kingsley said of the appointment: “Tomy has grown consistently over the last three years, so it was important that we found just the right person that will help us maintain the fantastic work already achieved, while continuing to help us develop and grow within the category. Sam has already fitted in incredibly well to the Tomy family and I look forward to working with her over the coming months and years – we’re confident she’ll become a real asset to the team.”

Sam added: “I’m delighted to be joining the Tomy team and I can’t wait to apply all that I’ve learnt during my many years within the industry to help bolster its games offering.

New hires swell Huffy UK team Huffy has announced the continued growth of its UK team, with the addition of four new recruits to its UK Headquarters, based in Bedfordshire.

The latest hires include UK sales manager, Rachael Bradshaw, who has a wealth of experience in the toy and pre-school industries. Rachael has worked at companies including Maclaren, Mega Bloks and Zapf Creations, and is no stranger to supporting key toy retailers in the UK. Reporting into Rachael is sales agent Ian Rice, who made his debut for the company at Toy Fair in January this year and will be managing the independent toy channel.

The company has also appointed Ben Jarrett as Ian Rice, Rachael Bradshaw & Ben Jarrett eCommerce sales manager, with an expansive background in eCommerce for several corporate businesses. Ben commented: “Huffy is a fantastic brand and I’m thrilled to be joining at a time that is pivotal in terms of its eCommerce journey to drive it forward in the coming year.”

Supporting Ben is eCommerce Digital Marketing coordinator Glenn McGrath, who is dedicated to delivering a high standard of content for retailers to utilise in stores and online. As a qualified graphic designer, Glenn has considerable experience in all areas of marketing and content creation.

Jon Tilley, general manager for UK and Europe, commented: “This dynamic group brings experience, passion and drive to our business, which is everything Huffy stands for. We welcome them all to the Huffy family, as we set to accelerate our business goals in 2022. We feel that these new recruits will play a key role to strengthen our position in the UK as the leading supplier of bikes and outdoor rides on toys.”

The Huffy team will be exhibiting at both Indx Toy and Nursery and at The Toymaster May Show. The company’s Bedfordshire based showroom facility is also now open to view the company’s extensive range of bikes, ride-on toys and the new Disney, Marvel and Lucas Film licensed products.

Toy World 20

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Marketing World Rubies and Smyths Toys team up for ‘Create-ACostume’ competition Rubies and Smyths Toys have invited kids to design their own super suit or princess dress in a competition to not only promote the companies, but also spark children’s imagination and creativity.

One lucky winner for each category of the Create-A-Costume contest will be picked by a panel of industry experts to have their design turned into a real costume made by Rubies. Each of the winners will also receive a £100 gift card.

The competition was hosted on a brand-new custom web page, createacostume.fun, where entrants could find downloadable templates for their designs and an upload area to enable their costume concepts to be sent off for judgement.

Fran Hales, head of Content and Marketing at Rubies UK, said: “At Rubies, we understand that a costume is brought to life by imagination. We love to see how the power of dress-up can inspire young people and this initiative has been designed to spark the minds of children across the country and encourages their creativity.” Fran added: “The prizes available – one custom costume each for two lucky winners – are like nothing we’ve ever offered before.”

Entries closed on April 1st and the winners will be announced later this month.

Crayola and Tom Gates invite kids to get ready for back to school Vivid Goliath’s Crayola brand is celebrating this year’s return to school by partnering with the popular children’s book and TV property, Tom Gates. The collaboration will ensure that Crayola’s comprehensive range of coloured pencils, pens, crayons and bestselling SuperTips find their way onto the all-important back-to-school shopping list, making the return to the classroom more creative and exciting.

“We were delighted with last year’s back-to-school social campaign where we invited local school children to write poems about returning to school,” said Crayola senior brand manager Jade Childs. “The content was so engaging: there were more than 10m impressions across Facebook, Instagram and YouTube. As a result, sales increased 40% year on year.”

As part of the promotion, Crayola will conduct a nationwide competition supported by a major digital campaign.

“We are delighted to team up with Crayola on this year’s back-to-school promotion” said Liz Keynes, commercial director at TG Entertainment. “Liz Pichon’s brilliant Tom Gates books and TV series are crammed with doodles, crafts, fun activities and great stories, which encourage children’s creativity and spark their imagination in so many ways. The synergy between the colourful and immersive world of Tom Gates and the creativity of Crayola products will make this collaboration a huge success.”

Disney+ to introduce ad-supported subscriptions Disney+ is set to expand its offerings for consumers by introducing an ad-supported subscription in addition to its option without ads, beginning in the US in late 2022, with plans to expand internationally in 2023.

“Expanding access to Disney+ to a broader audience at a lower price point is a win for everyone – consumers, advertisers, and our storytellers,” said Kareem Daniel, chairman, Disney Media and Entertainment Distribution. “More consumers will be able to access our amazing content.

Advertisers will be able to reach a wider audience, and our storytellers will be able to share their incredible work with more fans and families.”

Among Disney+’s major rivals, Netflix and Amazon Prime Video do not include ad-supported options. Disney is already home to several ad-supported streaming services, including Hulu and ESPN+, and plans to use its expertise and innovation in using advertising that is contextually relevant to viewers, to extend the Disney+ options available to subscribers.

“Since its launch, advertisers have been clamouring for the opportunity to be part of Disney+ and not just because there’s a growing demand for more streaming inventory,” said Rita Ferro, president, Advertising, Disney Media and Entertainment Distribution. “Disney+ with advertising will offer marketers the most premium environment in streaming with our most beloved brands, Disney, Pixar, Star Wars, Marvel and National Geographic.”

The ad-supported offering is viewed as the next step in the company’s path to achieving its long-term target of 230-260 million Disney+ subscribers by FY24.

Toy World 22

THE LATEST CRAFT & COMPOUND INNOVATION

SHAKE , MAKE, REPEAT.

Opinion

Can I have your attention please?

Felix looks at how, in an ever changing world of ad metrics, companies can effectively measure engagement and ensure their advertising efforts are productive.

T

he advertising world is always looking for new solutions and ways of verifying and proving its worth. We are always looking for ways to expand as an industry and to improve user experience, with some changes forced and some coming about through innovation. Attention metrics are the result of such innovative thinking around forced changes. Over the last 5-8 years, companies have been exploring digitally how to verify that consumers are engaging with their adverts and prove creative concepts, and the fast-approaching demise of 3rd party cookies has accelerated this exploration. Due to tracking limitations, less attribution is possible and standard metrics - such as return on ad spend (ROAS) and cost per acquisition (CPA) – are harder to define. Advertisers need to focus on other metrics to prove that consumers have engaged with their ads and will go on to purchase.

These metrics are sometimes hard to come by within the toy industry, unless brands have exclusive arrangements with core retailers or buy direct through commerce platforms like Criteo, Nectar 360 or Dunhumby. Multiple brands are also moving to their own eCommerce sites. Give restrictions do not allow youth audiences to be driven to purchase, at Generation Media we developed advanced contextual strategies allowing us to reach the right audience at the right time, verifying engagement through other metrics such as view through rate (VTR) or cost per engagement (CPE). However, the wider industry, which is reliant on reporting mechanics which make use of third party data, will have to amend the way they prove concept, as will the parental and gift-giving audiences.

So, what are attention metrics? Attention metrics measure a wide range of marketing performances.

Felix Lewis Associate director of digital, Generation Media.

Tel: 0207 307 7906 felix.lewis@generationmedia.co.uk

These include activity, longevity and other engagement criteria. Below are five tips on how to make attention metrics relevant to your advertising efforts.

• Define Figure out what attention means to your brand and what can help drive attention to your products. There is no one size fits all approach and defining this is key to extracting the best results for your product and the consumer’s digital experience. As an example, if the product has a gaming element, focus on how long users are interacting with the game and levels of completion.

Alternatively, if the brand is focused around fashion, look at the number of images the user is looking through. This information could be in custom formats or within social.

• Identify Choose and explore what is possible to record and track within your products/ads. Look at lead times, price metrics, repeat purchase options and discover how granular you can be with what is at your disposal.

What metrics are relevant and possible to track with your products and owned channels? Once these key details are established, you can look at how users are scrolling over content, changing pages, viewing videos, commenting, sharing etc. Working with specialist companies, especially on rich media campaigns, you can establish heat maps, returning engagement through the mouse scrolling position and other repeat engagements.

• Create Once you have identified and defined the most important parts of the consumer engagement and journey for your brand, it is time to create bespoke metrics that are relevant to you. Work with media

Toy World 24

agencies to start focusing their planning and audiences to deliver these. Ideally a testing period would be available. This allows for an A/B test campaign optimising towards new and old metrics. This will then validate the newer approach and allow for any future tweaks before cookies are phased out.

• Implement Work with your media agency to implement trackable solutions to recording these metrics and understand what tools are available to provide consistency cross platform. Google analytics is a good place to start, but there are multiple custom solutions out there. Exploring is key to find the right solution for you.

• Test These new attention metrics allow for a series of create testing. Once proven, these tweaks to narrative and creative can be amplified, not just digitally or through paid media but through owned and earned channels too. Creating a resonate tone of voice across all media aspects will help divert users’ attention and bring your brand to the forefront.

Attention metrics will become commonplace across the industry, so start thinking how they relate to your brand and what constitutes success now. Undoubtedly, you will need to understand a new field of acronyms and you should consider establishing bespoke metrics, to get ready for tomorrow, today.

Be the best dressed this Halloween with our fantastic range of licensed and generic costumes!

©Amscan 2022, ©Anagram 2022. All Rights Reserved. ©Amscan 2022, ©Anagram 2022. All Rights Reserved.

Licensing World Cartamundi and Warner Bros. partner on DC-licensed hybrid physical/NFT trading cards Cartamundi Group and Warner Bros. Consumer Products, on behalf of DC, have launched DC Hybrid Trading Cards by Hro. Using the Hro app, a new platform that combines the physical and digital world, fans will be able to unlock the DC Multiverse and collect, trade and buy the first ever DC-based hybrid NFT trading cards featuring their favourite DC Super Heroes and Super-Villains. The launch wave includes characters from the new Warner Bros. Pictures action film The Batman.

“Cartamundi is excited to partner with Warner Bros. Consumer Products to bring a new breakthrough hybrid physical and digital fan engagement platform and solution, Hro, to market,” said Stefaan Merckx, CEO of Cartamundi. “As a company, we’re committed to bringing our partners and fans global unprecedented experiences and innovative solutions.”

Beginning with the first DC-based hybrid NFT trading cards, Hro will give fans the opportunity to own a physical trading card with an NFT component, combining blockchain technology with physical in-store presence for the first time. Using NFTs minted on Immutable X, an Ethereum-based carbon-neutral Layer2 blockchain, DC Hybrid Trading Cards by Hro hit shelves and digital wallets in March, with additional and limited-edition content rolling-out throughout the year.

Each DC Hybrid Trading Card by Hro features DC characters and will be equipped with a unique QR code that connects the physical card to its digital ‘twin’ on the Hro app. Once connected, the Hro app gives buyers access to a 24/7 global marketplace on which they can buy, sell and trade their way to a complete collection. The app provides a 360° fan engagement platform and community, where users can also build a collection of rare DC art and movie memorabilia, explore DC content, compete on leaderboards and in challenges, and unlock money-can’t-buy rewards and experiences.

In the UK, fans can initially find DC Hybrid Trading Cards by Hro in-store and online at Game, Zavvi, Amazon and WHSmith. The launch range comprises six SKUs: 7-card Flowpack, 2-pack, Premium 2-pack, Premium 4-pack, Starter 8-pack, and 24-pack Cards Display Unit (CDU). Packs range from seven cards to 168 cards.

DC LOGO and all related characters and elements © & ™ DC. (s22)

HoloToyz reveals ‘paw-some’ new Paw Patrol AR stickers and tattoos Irish fun-tech toy company HoloToyz has unveiled what it believes to be the world’s first range of Paw Patrol Stickers and Temporary Tattoos that come to life through the magic of Augmented Reality.

"To date, our favourite 3D characters have lived on the big screen,” commented Kate Scott, co-founder & CEO, HoloToyz. “Now, our partnership with Paw Patrol gives children the opportunity to bring their favourite characters to life in their homes in a way that has never been done before.”

The HoloToyz X Paw Patrol range includes packs of Stickers and Temporary Tattoos. Each pack includes 10 characters that come to life using the kid-safe HoloToyz app. The HoloToyz app is free to download and doesn’t require registration, while there’s also no in-app advertising and no in-app purchases are required.

Declan Fahy, co-founder & sales director, HoloToyz, explained: “In the past, downloading apps has been perceived as a barrier to the user experience. What sets us apart is that our HoloToyz app works across our entire product range, eliminating the need to download several applications for different products. The user experience is extremely easy.

We wanted to create an experience that was equal to - if not better - than the speed and performance of social apps available today. Simplicity really is key.”

Kate added: "It’s worth noting that one of the main reasons HoloToyz was founded is because we have seen an upsurge in the use of social media by children across the globe. Children clearly love playing with AR filters and effects, but social media platforms can be a dangerous place for them to do so. They are only a swipe away from content that is inappropriate for their age.”

Each interactive character performs a unique motion that's fully loaded with sound to add to the immersive experience. Once the character is placed in the room, children can take photos and videos with their heroes as if they were standing right beside them and share these with friends and family.

HoloToyz has also just revealed that it is developing a line of Paw Patrol wall decals and books, which will be released later this year.

Toy World 26

Amscan welcomes new licences to its Party, Balloon and Costume ranges Encanto is currently one of the hottest kids’ properties in the licensing world, with retailers seeing huge demand for toys, dress-up and party products based on the colourful and catchy animated Disney film. Now, Amscan is inviting consumers to join the family Madrigal and celebrate all things Encanto with its new standard and Supershape foil balloons.

Available now, the balloons feature the three key characters from the movie: the sisters Mirabel, Isabella and Luisa.

Amscan is also expanding its popular Nickelodeon pre-school portfolio, with Blue’s Clues joining the assortment in the form of costumes and balloons.

Available to pre-order now, the party ranges will be launching in Q3 this year.

In addition to this, Amscan has also extended its Paw Patrol ranges, with new seasonal Halloween styles available to pre-order online now. Fans of the hugely popular pre-school show, which follows the adventures of a group of search and rescue dogs that work together on missions to protect the shoreside community of Adventure Bay, can also look forward to a fun new Paw Patrol party range on its way for 2023.

Bluey, Bingo and the gang are likewise set to join Amscan’s licensed portfolio, with Bluey slated for launch later this year. The licence covers all celebration categories, and the sustainable party range is already tipped to a particular hit. Pip & Posy, Miffy and Squid Game are also becoming part of the Amscan family soon, with a Barbie range refresh and more exciting new licensing announcements to follow.

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Licensing World Rubies brings the magic of Encanto to life with new costumes Encanto is making waves both at the box office and on the singles charts. The film has become a viral hit amongst generations of viewers who enjoy its Colombian setting, emphasis on family, engaging plot and catchy earworm hits.

Rubies has created a selection of costumes for Encanto fans around the world. The outfits feature the two main characters, Mirabel and Isabella, and come in a range of children’s sizes featuring the character’s signature dresses, in both classic for Mirabel and deluxe for the sisters.

The film was directed by Jared Bush and Byron Howard, with original songs written by Lin-Manuel Miranda. After a limited theatrical release, the film found its footing after it was released on Disney+ in December 2021. Encanto has all of the ingredients for a hit, with the music taking over the world of Instagram, TikTok, Facebook and the wider web, particularly with break-out hit We Don’t Talk About Bruno. This has become the first Disney song to top the Billboard Hot 100 in 29 years and has also topped the UK Singles Chart.

Having grossed $228m worldwide, Encanto became the second highest grossing animated film of 2021 and is now available to stream on Disney+.

“It is incredible to see the magic of the Madrigal family touch so many hearts around the globe,” commented Aurélie Dilain-Waclawski, Rubies Licensing manager.

“We all knew Encanto would be a hit, not just for its representation which is hugely important but also for its magical storytelling and viral songs. Here at Rubies, we are delighted to give the gift of a little magic to fans of the film, whether they love singing along to We Don’t Talk About Bruno or see themselves in Mirabel or Isabella.”

Just Play named multi-territory master toy licensee for Sesame Street Sesame Workshop has named Just Play as its multi-territory master toy licensee for North America, Latin America, Europe, the Middle East and Africa. Under this multi-year partnership, Just Play will manufacture and market an expansive array of products featuring beloved Sesame Street characters including Elmo, Cookie Monster and Abby Cadabby.

The company will also support Sesame Workshop’s mission to help kids grow smarter, stronger and kinder.

Starting in 2023, Just Play will take the helm and usher in a new era of dynamically engaging and educational products that will roll-out throughout the year and beyond. Key pre-school play patterns and categories including plush, figures, playsets, vehicles, role play/dress up, bath, and learning toys will define the new product portfolio.

Just Play will contribute to Sesame Workshop’s social impact efforts by providing funding for vital initiatives that bring critical early learning and support across a broad variety of challenges to children around the world. These initiatives are fundamental to both organizations’ ongoing efforts to help families everywhere thrive.

“We’re thrilled to partner with Just Play and strengthen the Sesame Street brand globally,” said Ed Wells, EVP and head of Global Media and Education, Sesame Workshop. “Just Play creates fantastic, best-in-class products that delight the whole family. This, coupled with its exceptional retailer and distribution network, and impressive mix of items across multiple categories, make the company a natural partner. We’re also mission-aligned: we both create unique and powerful experiences for kids and families to play and learn with their favourite brands. Those deep connections drive everything we do at Sesame Workshop.”

“It’s a privilege to become a central partner to one of the most beloved and respected franchises in the world,” said Sunny Lauridsen, SVP of Licensing and Brand Strategy, Just Play. “Sesame Street is a brand that connected with each of us in our childhood and continues to provide important educational, social and giggle-inducing content for families today.”

Just Play’s international reach is essential to supporting the growth of Sesame Street globally with its recently opened UK office serving as the hub to EMEA operations, and strategic partnerships in Latin America.

Wow! Stuff and Aardman introduce MovieMates Wow! Stuff and Aardman have today announced a collaboration on a global consumer products initiative: MovieMates. The two innovative businesses have joined forces to create the new range, utilising both companies’ unrivalled specialist expertise.

MovieMates, launching first with the blockbuster franchise Jurassic World, is a range of collectible, highly detailed and articulated action figures mounted on a non-removable ‘film rig’ that comes with a free MovieMates app. Using the figure or figures and the stop-motion app, kids and kidults can recreate movie scenes or create new ones of their own. ‘Start making movies within 60 seconds’ is the premise behind the easy-to-use toys and app.

“Kids are massive content creators, just look at YouTube and the rise of the kidfluencers who love sharing their homemade videos,” explained Wow! Stuff’s head of Licensing Kenny McAndrew. “From unboxing of latest toys to the creation of mini movies using off the shelf toys, there is a clear opportunity to give them branded assets that they could never normally access. MovieMates also allows kids to show off their movie creations on social media without having to be the star of the show; their art, their movie is the star, and they are the producer and director.

Available within the app are official Jurassic World backgrounds, special FX sounds and stickers – and more great brands will follow.”

Rob Goodchild, commercial director at Aardman added: “We are committed to inspiring the next generation of moviemakers and creating the tools to help everyone unlock their creative potential. This is a great example of two innovative businesses coming together to create something special, combining our unrivalled expertise in stopmotion animation and interactive production with Wow! Stuff’s ability to create and market leading-edge toys.

Making films is great fun and rewarding, and anyone can give it a go.”

MovieMates will be on sale this July, launching with the Jurassic World franchise, and is distributed and marketed in the USA by Jakks Pacific and in the rest of the world by Wow! Stuff. Wow! Stuff has also signed further Tier 1 licensed brands which are set to launch globally later in 2022.

Toy World 28

NPD Insight

Rising

stars Manufacturers by Size

Unlike 2021, where all the growth in the market came from the top 20 manufacturers, 2021 has seen growth outside the top 50.

This month, Melissa looks at the market as the 10 Manuf that are thriving -2% 48% areas of the UK toy Top industry continues to face challenging times11%and finds some unexpected heroes.

Top 11-20 Manuf -3%

T

Melissa Symonds

Director UK Toys, EuroToys NPD

and Funko all growing.-2% Jazwares he start of 2022 has been challenging for Top 21HTI - 50 Manuf 15%with Jazwares, examples of focused manufacturers in selected growth was driven by Squishmallows and Roblox, while the UK Toy market, with sales down -5% categories. Plush manufacturers in growth included HTI’s driven by the Teamsterz brand in value Year-To-date February, compared Top 51 - 100was Manuf 6% performance 4% Posh Paws with its Jurassic World range and Rainbow and the company’s outdoor ranges. Funko saw strong to the same time period a year ago. This Designs, with Beatrix Potter and Winne the Pooh lines. with Pokémon and is partly due to the UK being in lockdown 21% licensed growth Top 100+ Manuf -10%Five Nights at Wow Stuff also grew with its Harry Potter range, Freddy’s, in addition to the Star Wars and Marvel items. in Q1 2021, and the fact that during lockdowns, many including Wands and the Invisibility Cloak, performing British consumers tended to Market Share % % Value Change strongly. Toikido’s Among Us purchase more high-priced toys Source: The NPD Group | POS Retail Tracking Service | YTD Dec 2021 vs 20 range saw both Action Figures online. Compared to the year Document classification: 1 The NPDClient/Third Group, Party L.P.Confidential | Proprietary and confidential and Plush become strong sellers before, the UK Toy market is actual in Q4 2021, and this success is up +4% vs 2020. However, despite Unlike 2021, where all the growth in the market came from the top 20 continuing into 2022. Canal the variations in the market over Toys also flourished with its manufacturers, 2021 has seen growth outside the top 50. the last couple of years, there have So… ranges and the Style4ever still been plenty of opportunities; brand, while Boxine showed in particular, some of the smaller Top 10 Manuf 48% growth thanks to Toniebox -2% manufacturers have seen strong sales. Toniebox has climbed the growth.

Top 11-20 Manuf rankings to become the No.1 item 11% -3% The top ten manufacturers in in the German toy market and has the UK market account for the potential to continue to expand Top 21 - 50 Manuf 15% -2% highest share of the market, 48% for 2022. of sales in 2021. There were some Top 51 - 100 Manuf 6% 4% A strong trend is the growth strong performances in the top ten of numerous manufacturers with The Lego Group and Mattel Top 100+ Manuf 21% enjoying a very strong wooden -10% growing for the second year in a toys performance, such as row. The top three fastest growing Market Share % % Value Change Toynamics’ Hape brand and 8th manufacturers in the UK were all Wonder, which were both up Source: The NPD Group | POS Retail Tracking Service | YTD Dec 2021 vs 20 in the top ten, with Zuru one of versus the previous year. These are joined by vehicle Document classification:and Client/Third Party ConfidentialManufacturers ranked 21 – 50 also declined as group, the fastest growing thanks to 5 Surprise, X-Shot 1 The NPD Group, L.P. | Proprietary and confidential manufacturers such as Mondo Motors and CMJ RC down -2% but it is worth noting the strong growth Rainbocorns all being on the rise. Asmodee enjoyed Cars. Funrise also grew thanks to its Gazillion Bubbles coming from Ty as the number one plush manufacturer, a strong year, driven by Pokémon strategic card and Caterpillar ranges, while Cards Against Humanity and Bandai with the success of CoComelon, in addition games, while Moose Toys made it into the top 10 for added value to its strong performance in the games to growth from Miraculous and Tamagotchi. Elsewhere, the first time with new launches for Bluey, Real Littles market One for Fun (formerly Grossman) had a good 2021 with and Magic Mixies all providing incremental sales.

It's always heartening to see such growth across the last year’s craze items, push poppers/fidget toys. The However, despite some strong performances from these market, and the last twelve months has seen plenty Euro Championships meant that Panini also had a manufacturers, the top ten manufacturers total value of winning lines from smaller players offering strong strong year, while puzzles growth continued for Jumbo. declined by -2% last year. ranges that truly appeal to consumers. Hopefully this However, the most impressive growth has been The top 11-20 manufacturers account for 11% of the growth will continue for the rest of the year and help coming from the smaller manufacturers ranked 51 – UK market, but also declined by -3% compared to 2020, drive the UK toy market performance for the remainder 100. While they may account for just 6% of total sales, in line with the total toy market for last year. Again, of 2022. this group grew +4% in 2021 vs.

2020, with numerous there were some strong performances in this group

Manufacturers by Size

Toy World 30

To monitor what’s happening in the ever-changing toy market, NPD collects point-of-sale information from all major toy retailers. This information, combined with our analysts’ industry perspectives, delivers a comprehensive view of what’s selling and where. We also field over 12m consumer surveys annually to help industry leaders understand why consumers shop where they shop and why they buy what they buy.

For more information visit www.npd.com. Follow NPD on Twitter @npdgroup.

Put your career in the safest of hands

Item Progression:

The Harry Potter property grew +1% in 2021, while it was up +18% vs. 2019 – and it achieved this without any new movie releases. The range continues to be popular with both adults and kids. The Hogsmeade Village Visit set from The Lego Group was the Fastest Item Progression in the latest month, with a high average price of £50.36. While Building Sets is the strongest category for Harry Potter, so far in 2022 we’ve seen Action Figures & Dolls items also growing strongly, while Games and Puzzles maintain their share. With the third Fantastic Beasts movie, The Secrets of Dumbledore, out in April, Harry Potter looks likely to have another strong year.

Item Description

Corp Manufacturer

Jan Rank #

Feb Rank #

Harry Potter Hogsmeade Village Visit

The Lego Group

598

48

Over 16 years expertise in Toys and Nursery Recruitment

Fastest Growing Properties in Toys While UK toys sales in the first two months of 2022 have struggled verses the lockdown sales of Q1 2021, there are several properties that have had a strong start to the year. The Melissa & Doug range is the fastest growing property so far this year, helped by the company’s focus on sustainability and the increasing popularity of Wooden Toys, which grew +6% in 2021 vs 19 and is particularly strong in the Infant/Toddler & Pre-school sectors. Melissa & Doug is the leading manufacturer of Wooden Toys in the UK so far in 2022, with 14% share of the sector.

Squishmallows from Jazwares had a strong 2021 and that growth has continued, helping to drive Traditional Plush to the be the fastest growing subclass in the UK so far in ‘22. Marvel Universe is up +33% this year, with Lego’s Infinity Saga range and Spidey & his Amazing Friends driving growth, in addition to strong Spider-Man Action Figure performance. Funko Pop! is contributing to the Collectibles growth in the market again, with Collectibles up +18%, representing a 15% share of the market.

Pokémon continues to go from strength to strength in the UK, with growth of +24%. While Strategic Trading Cards is still the strongest category for Pokémon, there has also been double-digit growth in Plush, Building Sets and Games. DC Universe has also had a strong start, growing +64% YTD, with Batman driving sales ahead of The Batman film release in March. Another film licence performing well is Disney’s Encanto, with both Building Sets & Dolls items, while two strong new properties from last year which continue to grow are pre-school licence Bluey and Video Game licence Among Us.

Fastest growing Properties by Value Sales Gained £M

Set sail to your next role: rowena@shoreyconsulting.co.uk shoreyconsulting.co.uk

Fastest growing Properties by Value Sales Gained £M

shorey

CONSULTING LTD TALENT ACQUISITION SPECIALIST Source: The NPD Group | Retail Tracking Service | YTD February 2022 vs. 21 Document classification: Client/Third Party Confidential

The NPD Group, Inc. | Proprietary and confidential

1 Source: The NPD Group | Retail Tracking Service | YTD February 2022 vs. 21

Document classification: Client/Third Party Confidential

The NPD Group, Inc. | Proprietary and confidential

Toy World 31

1

Talking Shop

Spring into action

As spring gets underway, Sam Giltrow speaks to a selection of indie retailers to find out how they have found the year so far, what’s selling right now and what plans they have for Easter and the rest of the year.

Sam Walker Wally’s Toy Shop, Thame

W

e’ve had a stronger start to the year than we were expecting, so are very pleased. We weren’t quite sure how it was going to go, but I think the easing of restrictions has helped. The cost of living has been rising and this has been noticeable for many, but it seems if customers want an item enough, they have been willing to spend on it. However, people are perhaps being a bit more considered in their purchases. Some customers’ overall basket spend has dropped, but there is enough on offer in our shop for all budgets.

I’m looking forward to the year ahead and, hopefully, a full year of trading. We visited the London Toy Fair in January, and it was great to see all the upcoming ranges and the year planned out. We’re looking forward to all the new releases in the coming months – people have been asking for them for a while now, especially lines related to the release of the latest superhero films such as the Spider-Man: No Way Home and The Batman. There has been a huge demand for Spider-Man related product, particularly the range from Hasbro, and also for Spin Master’s Batman lines.

We’re also expecting huge interest in the new Jurassic World movie. This should also translate into more sales across our whole dinosaur range, which is always popular with kids of all ages. Boys and girls alike just love dinosaurs, whether hatching them from eggs or playing with walking, talking dinosaurs. I’m sure the new movie will inspire a new generation of dinosaur lovers.

Also selling well at the moment is the range of Eugy 3D models from Brainstorm. Kids are coming in with their lists of the models they want to buy to add to their collections. We have just restocked the range and it looks great – it really stands out in store. Parents and grandparents also like them, so it’s a win-win. A lot of the kids that collect them are now regulars and have upwards of eight or nine of them already; they tell us how they have them all lined up on their windowsills at home and are keen to make more and grow their collections. Other collectibles which are currently popular include SuperThings from Magic Box and Goo Jit Zu from Character, particularly the dinosaur and superheroes ranges.

Our Pre-school section is always popular and one of the strongest characters at the moment is Bluey, especially the range from Moose Toys. Last year, we went from having the odd person asking about it every now and then to it selling incredibly well, and I’m sure this will carry on throughout this year, especially as there are new additions to the line. Also proving very popular is the Peppa Pig Weebles range from Character. The kids love them, and they also hold retro appeal, as many parents remember playing with Weebles when they were children.

Games have been a bit slow recently, there’s always a downturn after the Christmas period, but some ranges are still strong including Exploding Kittens which has some fun, different titles. I’m hoping that with travel restrictions being lifted, more people will be looking for smaller games to take away with them. Dobble from Asmodee is still hugely popular, it just ticks all the boxes as the whole family love it and it can easily be played on a plane or slipped into travel bags.

We are looking forward to the Easter holidays, as that’s always a busy time of year. It’s good to get the

Toy World 33

kids back in the shop and see what kinds of toys they are attracted to themselves, so we can make sure we are stocked up on the right lines for the rest of the year.

We’ve been getting ready for summer and have been ordering a bit earlier than we normally would, just in case the good weather comes early - we have some paddling pools in already. It’s amazing how many people are already asking about summer stock.

In outdoor toys, Stomp Rockets are one of our biggest sellers. They are great fun, and we love recommending them.

We are really looking forward to the rest of 2022 and being able to remain open all through the year. We are a traditional toy shop, and although we offer a mix of the latest toys that all the kids are looking for, our aim is always for parents to find things that they used to play with too. I know our customers have been keen to come back and browse and buy from a physical store rather than online and it’s so great to see them; we’re glad that they feel safe to come out again.

Talking Shop Alison Bowen - Toys ‘n’ Things, Cardiff

T

he first quarter of the year has been steady.

I think people are concerned about their household bills going up and that is having an impact on basket spend. Fortunately, we had a really good half-term week, and we’re hoping that with Easter just round the corner, business will start to pick up again. We are well prepared for it, with lots of lovely new stock and an enticing Easter window display. The weather seems to be improving too, which can only help.

I haven’t visited any trade shows this year – I never do – but I’m excited to see what is coming out and I’m going to the warehouse I buy from soon, to have a look at all the new lines. With the new movie coming out in the summer, I think Jurassic World will be bigger than ever this year, and I expect all kinds of dinosaur toys will sell well. Lego is still one of our most popular ranges, especially with Technic and Star Wars - it never seems to slow down. Schleich animals are also selling fantastically well. We had a few issues with deliveries last year, but I’m pleased to say it’s all back to normal now - our displays are fully stocked and looking good once again. It’s such a nice collectible range at good price points, and because of the quality the figures can be passed down through the family.

I’ve recently had a reorganisation on the shop floor and changed everything around. I had Infant Toys at the front, but this section has now moved to the middle, so that our Easter stock can take pride of place at the front of the store. Our entire Pre-school selection is still selling well, especially the Fisher Price lines, which customers know they can rely on. I like to keep moving product around, it keeps the displays looking fresh and also encourages customers to have a good look round. Puzzles are continuing to perform very

well in Pre-school, particularly across licensed ranges with popular characters such as Paw Patrol, Fireman Sam and Thomas and Friends. We do good business with Ravensburger, which is probably our most popular range of puzzles.

Harrison Dann - The Toy Stop, Eastbourne

There’s nothing that is particularly standing out at the moment; no crazes or fads have taken off yet this year, although I’m pleased that trade is steady across the board and we are looking forward to Easter.

I

’m just nearing my first full year of trading and business is going really well. We recently went to London Toy Fair and also visited the Spring Fair at the NEC and both events were massive eye openers for me. As I started out just before Covid, I was only dealing with a handful of suppliers that I had found online. I turned up at Toy Fair thinking my toy shop was in a good place, but soon realised there were hundreds more suppliers out there that I could be dealing with. I have now placed orders with many more companies - and am trying to figure out how we are going to fit all the stock in the shop.

It’s always been a dream to have my own toy shop. I started off collecting Lego as a child and I had so much that we had a Lego room instead of a dining room; the only time the table was cleared was for Christmas dinner. When I was about 14, I started selling some of my old Lego sets, and some brand-new ones which I’d never built, on my Mum’s eBay account – I quickly ended up making around £4,000. I then started buying up discounted toys and selling them on and realised I could make money out of it. My bedroom was filled with so much stock that my parents got me a storage unit for Christmas, which I filled, and then a second one.

In 2019, I passed my driving test and set up a pop-up shop in a nearby community shopping centre. It went really well, even though I only opened three days a week as I was also working at Tesco. When that unit was let permanently to another tenant, I managed to find a much bigger unit in the same centre, which

Toy World 34

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Talking Shop opened in February 2020. By now I was developing stock of new toys as well as the second-hand section. But we all know what happened next - Covid hit, which meant I had to close. I managed to open for a while between the lockdowns but carried on working for Tesco too. During the lockdown at the start of 2021, I was granted a start-up loan and used the time to refurbish the shop. It was very dated, and I was determined that when I could reopen the shop, it would be how I wanted it to be. I started using wholesalers and the range of toys we have on offer really started to grow. The business has outgrown the ‘new’ shop premises already, so I’m currently in talks about moving to another unit in the centre, which is about eight times the size of my existing store. Exciting times are ahead.

I’m very happy with our turnover at the moment, which has built nicely, and I now have two amazing members of staff. I would like to open another branch, and so I’m exploring how best to do that. My ultimate goal is to have a chain of three of four shops in the area. There is a local competitor with a few outlets dotted around East Sussex and Kent, but I feel there is room for everyone. The Toy Stop is growing all the time and I’m feeling really positive, especially with all the new suppliers I’m dealing with now and their ranges coming in.

Because I’m only 20 years old, everyone tells me that what I have done is amazing. But in the back of my mind, I’m not fully satisfied yet, because I haven’t yet achieved half the things I want to. It’s all been a bit surreal.

The biggest challenge I’ve come across is people not taking me seriously because of my age and underestimating what I’m capable of.

I’m now hoping to build relationships with even more suppliers, but this is an ongoing process. I have orders ready to place with mainstream companies such as Ravensburger and Funko and I’d like to get more licensed ranges in such as Disney and Hot Wheels. I recently took delivery of my first Schleich products, which I’m really pleased with - the stock started to sell straight away.

Christmas exceeded my expectations and although the first few months of 2022 have been quieter, I am hoping we will have a good spring and summer. We stock toys for all ages from six months up and currently carry about 1,000 items, but by the end of the year we’d like to get this up to between 3,000 and 4,000 SKUs. I’ve built up an amazing range of pocket money toys, which is currently our best-selling category - mainly fidget toys, which are still extremely popular with kids buying for themselves and for little treats. We have a great range of retro toys from Kandy Toys, a popular selection of pocket money toys from One For Fun, and the HTI range of jokes and gags has been a big success. We are looking to expand this area with other suppliers. We’ve also done very well with board games, and I plan to grow that section if we can move to a larger shop and give it more space.

Now, we are looking forward to summer. When we opened last April, we had a strong selection of outdoor toys which all sold out with the good weather. We have the best of both worlds where we are located, because the seafront is a couple of miles away and we are also near a forest, so we have benefitted from plenty of tourist trade. I hope we will have the same again this year.

We are really excited for the next six months to see the business really take shape. With each new company that I start to deal with, it feels like we are becoming more and more a ‘proper’ toy shop.

The May issue of Toy World will feature a special extended Talking Shop section on a selection of independent Toymaster members. If you’d like to be included, contact Sam Giltrow

– sam@toyworldmag.co.uk

indie viewpoint

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Looking forward to a Happy Easter

S

ince we last wrote this column, business has been steady. We had a good half term and were pleased with how February ended up. Pokémon continued to be a big draw, boosted even further by the latest release of trading cards. The new launches from Lego for this month have also proved very popular, especially the larger Lego Technic McLaren car and the new Vespa. Larger, more kidultaimed sets continue to be a growing area for us, even with the higher price points.

Despite this success on Lego lines, we are looking carefully at price points throughout our offering going forward. With the cost of everything going up, budgets are inevitably going to be constrained, so we feel it’s worth keeping an eye on the value of every line we stock, ensuring we can cater for all budgets.

Although it has been a tough couple of years, we have come out of it better than we expected we would. However, even with a good start to the year, it’s only realistic to be prepared for more challenges ahead. Although Covid restrictions are now behind us, the disease is not; we are still having to deal with staff absences and disruption due to the virus. We also feel upset and powerless about everything going on in Ukraine and are fundraising in our stores to help towards the crisis there. We’re aware that there could be more issues with shipping going forward due to lockdowns in China, which could lead to supply issues later this year.

On a more positive note, we are looking forward to finally trading over an Easter period, for the first time in three years. We have not brought in specific Easter products, as sales are unpredictable and depend heavily on the weather. It tends to be lower price points that sell well, as a lot of people buy small toys rather than (or to go with) an Easter egg. Only time will tell how many people will choose to go away now most travel restrictions have gone; if lots of them do, footfall may be a bit lower. However, it will still be better than the last two Easters when we were closed.

Pre-school is one of our biggest categories and has traded well over the past year.

With prices going up, we are looking at offering a larger value offering, whilst still maintaining the quality that people expect for very young children and babies. In terms of licensed Pre-school product, Bluey has been the new standout in the past few months and looks set to remain popular through the year ahead. Paw Patrol is going from strength to strength, with the new Rescue Knights range proving very popular.

The Pocket Money category has been a stand out performer over the last year. Ever since we reopened, it hasn’t slowed down since. It is an area that is far less affected by competition online or elsewhere than many other categories - and the beauty of it is it drives customers into stores for repeat purchases.

After the push popper craze, trends in fidget toys have moved onto anything squishy and soft, and anything to keep hands busy. We’re keeping an eye on whatever is getting everyone talking - over the last few years, crazes have appeared very quickly due to spreading on social media, especially TikTok. We have ordered fidget slugs, which are just about to arrive, a fidget robot and a suction snap band. We are also trying the Singing Cactus, which is another viral line. Anything to drive another craze would be great to drive footfall in the coming months.

Have a great Easter.

Toy World 36

Retail Profile

Midco & Learning Express

Small but

mighty Take two successful toy retailers, one either side of the pond – what happens when you get them together? That’s what Toy World wanted to find out, and why, for the first time, we’ve interviewed an American retailer - Rick Derr, from the Learning Express franchise - and a British retailer - Dave Middleton, owner of Midco Toymaster in Burton and Derby - at the same time, on the same Teams meeting. Rachael Simpson-Jones sits in to find out how the pair differ and the many things they have in common.

V

Rick Derr

ery few Toy World readers will be unaware of who Rick and Dave are, but just in case, let’s start with some bios. Rick, the author of the popular monthly Toy World column Letter from America, is a regional manager and owner at American toy retailer Learning Express Toys. He’s an enthusiastic and genial individual, always more than happy to talk toys, keen to find solutions to challenges facing the industry and brimming with big ideas. Dave, winner of Independent Multi-Store Toy Retailer of the Year (up to 10 stores) at the Toy Industry

Dave Middleton Awards 2021, is a long-term friend of Toy World whose passion for toy retail is evident in the way he applies himself to both the Midco business and the wider industry. Read on to find out what they had to say.

Rick and Dave on… how 2022 is shaping up so far On a per store basis, Rick tells me, Learning Express has just enjoyed its best February, despite the craze for fidgets (which kicked off in earnest in the US in January 2021) skewing things a little on a month vs. month basis.

Though it’s slowed overall, the demand for fidget toys, pocket money items and collectibles remains high, with

Toy World 38

Squishmallows and tactile ASMR toys firmly leading the way. Rick names Mattel and Hasbro as Top 3 general suppliers in 2022, a marked change from how the land lay a decade ago. Standouts from Mattel include Barbie, Hot Wheels, Polly Pocket and games, while Hasbro’s Nerf is really starting to pick up too. Learning Express is able to compete with Walmart, Amazon and other stores on these brands by picking the right assortments and, because kids want them, the sales follow. At the time of speaking, March looked set to be another strong month for the US retailer and looking further ahead, to the breaking up of American schools for the summer, Rick feels there’s plenty to be optimistic about in the indie toy market.

“There’s a caveat though,” he notes. “I saw a post from [MGA Entertainment’s] Isaac Larian on LinkedIn about Chinese factory shutdowns due to Covid-19. I’m hopeful this won’t affect the toy market too much - we’ve all played this game before – but it’s worth keeping an eye on. There are also no stimulus cheques in the US this year, and inflation has crept up, so there’s not much extra dough around, and of course everyone is worried about the situation in Ukraine and saddened for the suffering of kids and families over there. We’re seeing a big push from the toy industry to provide financial and other support. But I digress so I’ll just say – the toy business is good.”

Dave, who often tells us he’s ‘living the dream’, concurs. Midco Toymaster is trading well up on last year, but to be fair, at this point in time in 2021 his shops (like many others) were closed. Still, his figures are over 100% up on 2019. The relocation of the Burton store from high-street to shopping centre has made a huge difference in terms of footfall and turnover, while the Derby store has enjoyed a massive increase in turnover for ‘no reason whatsoever’. While Dave is also seeing

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Retail Profile continued demand for fidgets, it’s Pokémon, a particular strength among indies, that’s catching consumers this year in unbelievable numbers. Squishmallows are also huge sellers for Dave, though he does note that Rick appears to have an easier time getting hold of stock.

Funko, particularly its anime licences, also gets a mention, as does Tech Deck (Spin Master), Mini Brands (Zuru), L.O.L Surprise! (MGA), football trading cards such as Panini’s Score range, and other TCGs, not just Pokémon. Cats vs. Pickles is also popular, and with the CVP universe set to expand this year, sales will surely grow.

American sweets, still very much a novelty in the UK, also draw the crowds at Midco. Rick has a ball in this game too, though he wishes ruefully that he’d started offering candy years earlier. TikTok, he says, can be thanked for the exploding demand for non-chocolate candy, particularly sour candy, not sold in the majors.

A lucrative category, candy makes an ideal add-on gift – and Rick can only be glad he has eventually hit the sweet spot by stocking it. …on supplier relationships While the two report similar success stories - Rick picks up on Dave’s comments regarding Pokémon, enthusing that the big trainer packs have been selling out within hours of arriving in stores – he says Funko is where the two differ. Learning Express has had to drop the brand from its assortment, noting that the relationship with indies is not quite where he’d hope it would be, but in years to come he’s keen for Funko to make a welcome return to Learning Express stores.

Spin Master has itself recently returned to Learning Express, and Rick is seeing early success with Hatchimals, Kinetic Sand, Rubik’s and games. MGA Entertainment, meanwhile, has yet to sign a new US distributor for L.O.L. Surprise!, leaving Learning Express with two options: not stock it, or go via a re-seller with exorbitant price tags. It’s opted for the former.

“It sounds like things are easier in the UK than they are in the US,” says Dave, seemingly surprised. “I’ve long enjoyed a great relationship with Spin Master. It supports me on window displays and we take in weekly deliveries of toys. Funko perhaps isn’t always the most straightforward account, but I had a really positive meeting with Funko recently along with Paul [Reader] from Toymaster. The company has been really good to

Inside Learning Express

Midco & Learning Express

us this year. And it’s the same with MGA. We’ve got a great relationship with them. Yes, the margins are tight – really tight – but we’re not looked after too badly at all.”

He adds: “The only time we suffer is when a smaller company has something really hot, but they’re not set up to deal with the indies. If you’re Smyths or The Entertainer it’s one thing, but if you’re an indie it can be an entirely different matter.”

Dave explains to Rick, who’s curious to find out more about the logistics of things here, that the majority of US companies benefit from domestic UK operations – hence he seems to find it so much easier than Rick to secure stock. Of course, belonging to the Toymaster buying group helps too, giving Dave and his fellow members access to a raft of suppliers that indies going it alone might not be able to work with. The latter could opt to go via a distributor such as A.B.Gee, which distributes Hasbro, Mattel, Spin Master, Jazwares, Playmobil and much (much) more.

“It seems that on the biggies, the UK has some advantages in being able to work direct,” muses Rick.

“Over here, it’s often the case that we’re just too small to deal with compared to Walmart and the like. But we

Toy World 40

strive to offer what kids want and work really hard to find it and offer it. Margin isn’t the be all and end all for us; I want the right products, first and foremost, and then it’s up to me to engineer the pricing and logistics that go into making it work. We might be small but we’re mighty, and we drive the volume.”

“Yeah – it’s all about the mix,” agrees Dave. “We have to offer what people want. If we’re making something on toys then we’re happy, but the bottom line is that there are some brands you simply have to stock, regardless of the margins.” …on the rise of social media The pair follow each other on social media. Both are active users and frequent posters, and appreciate how much the advent of social media has changed the way they do business. 10 or 15 years ago, Dave wouldn’t necessarily have known what his colleague Rick was up to over in Lake Michigan, and vice versa. Rick drove Cats vs. Pickles on social media to the point that Dave felt he needed to get involved, despite having initially seen it at Toy Fair New York and passed it over. Ultimately, Midco was first to market with the brand in the UK and sold 2,500 units in November and December 2020.

“Bingo!” Rick shouts. “Rachael, you’ve just gotta write this down – there are certain things that we as retailers have to do to win. One of those is being first and finding faster routes from source to store. Amazon used to be the one to beat on this, but the belly of that beast is too full, and parents and kids are confused by just how much it offers, what’s genuine and safe, what’s not.

Of course, consumers know they can trust Learning Express and they know they can trust Midco. Curating our selections and being first to offer a new range stands us out from the rest, and the speed at which social media brings things to the public eye is a key part of that.”

Social media means retailers can now reach anyone with anything, Dave notes. On Facebook, he tells me, awareness is instantaneous. Following the arrival of a shipment of Encanto products, the Midco team put a post on Facebook. And the following morning there was a queue waiting outside the shop, ready to buy it. I know many retailers will have found this out for themselves; indies in particular are very strong on social media and use it to create a sense of community in their local area.

The Midco Toymaster social pages have a combined 30k followers, while Learning Express has 2.1m. Social media has made the world a smaller place, and those

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Retail Profile

toy retailers leveraging it the right way, and using it proactively, are discovering that its now vital to their businesses, wherever they may be. …on trade fairs and buying In January, London’s Olympia once again hosted Toy Fair, an unmissable event that kicks off the global trade fair season. We’ve also had Spring Fair in Birmingham, April sees Indx Toys & Nursery take place, while the Toymaster Show is set to make its big return in May. In the US, the trade fair calendar has not been quite so busy. Toy Fair New York, which would usually take place in February, was cancelled this year due to ongoing concerns surrounding Covid, and the next New York Toy Fair is not scheduled to take place until September 2023, the new date for the event. So how have Rick and Dave approached the buying season this year, and what

Midco & Learning Express

stock do they place on trade shows?

“Learning Express has its own version of the Toymaster show in June with about 150 vendors, and we can’t wait,” says Rick. “We also have a representative within ASTRA (American Specialty Toy Retailing Association) who is looking for synergies, in the same way we’re keen to find out how similar we are to Toymaster. Next week we’re also sending 14 people to Toy Fest West, on the west coast, which is the first inperson show to take place since Toy Fair New York was cancelled. Then we’ve got the Learning Express show, and then Dallas in the fall. Don’t get me wrong, Zoom previews worked, but in-person events are still needed, particularly for start-ups, the little people who need a chance to get in front of retailers and show off what they’ve got. What does remain to be seen is whether

Toy World 42

trade shows will remain as big as they have been in years gone by.”

London Toy Fair had a great vibe about it, says Dave, although some big names were conspicuous by their absence. However, The Toymaster show in May will bring all the biggest suppliers together under one roof, including those not at Toy Fair, making it an unmissable event for indies. Dave’s main concern is that those companies that enjoyed exceptional years despite not attending trade shows will no longer think them necessary. After all, trade fairs cost money - often a fair bit of it - and in today’s climate any opportunity to save on expenses is appealing. This would be disastrous for indies who rely on trade shows to see product in the flesh – after all, Dave posits, what supplier is going to bother hosting a preview for a retailer that only spends £10-20,000 a year with them?

“Fingers crossed the shows keep coming back,” Dave adds. “It’ll worry me if they don’t. I’m also worried about the moving of Toy Fair New York. My understanding of things is that Dallas is quite a closed-stand show because it’s for next year’s product, and it seems to me that Toy Fair New York, if it’s held in September, could go the same way? If I travelled out there, during the period when Midco is busy taking in all its Christmas stock, am I even going to be able to view anything?”

Rick understands Dave’s concerns, and notes that there’s still a lot of debate to be had over what ultimately happens with Toy Fair New York. Watch this space. …on their approach to trying new things “Right now, I’m trialling four new toys you’ve never even heard of,” enthuses Rick. “Suppliers come to us all the time to test product and they should be doing the same with you, Dave. Us indies, we’re not just shipping destinations – we’re salespeople!”

This is the same conversation Dave has been having with suppliers. He highlights that when new products arrive at Midco, they go straight on social media. When they arrive at a supermarket, they just go straight on a shelf. There, they must rely on consumers finding them by accident instead of being drawn to a store by a well-timed Facebook post. Rick’s keen to try a collaborative launch between Learning Express in the US and Toymaster members in the UK. His vision is to launch the same range on the same day at the same time (time zones taken into consideration) and then to

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Retail Profile

Midco & Learning Express

Inside Midco Toymaster (Burton) compare notes and figures. Canada’s Mastermind Toys, overseen by CEO Sarah Jordan, could get in on it too, he says – I did say at the beginning that Rick is a man with big ideas.

Dave isn’t ashamed to admit that he regularly ‘steals’ ideas from the likes of Learning Express as well as niche retailers such as Hot Topic and Box Lunch, which don’t have UK locations or comparable competitors. It must surely be harder for our American friend to find new areas to exploit and toys to try. The American toy market also runs ahead of the UK one, meaning Dave can watch what’s working, and what’s not, and make selections based on actual sales data. Rick can’t. He’s at the front of the pack, not watching from the sidelines.

Dave also highlights that in the UK, toy retailers largely try and sell what everyone else is selling, meaning they all chase the same big suppliers: Hasbro, Mattel, Spin Master, Lego and so on. In the US, indies seem to go their own way, actively seeking out lines that aren’t stocked elsewhere. As good example of this is Rainbow Loom, an arts & crafts brand which lets kids weave bracelets, necklaces and other creations out of colourful elastic bands. Rainbow Loom was a huge craze back in 2012 and 2013, and Learning Express was right at the heart of it. Was this, Dave asks, a result luck or judgement?

“A bit of both,” laughs Rick. “It was actually a Melissa & Doug rep on vacation in Vermont that brought Rainbow Loom to our attention. She happened to spot a few pieces of what was then called Twistz Bandz in a box, low down on a shelf, and thought it looked interesting. Her niece and nephew loved it, and despite not repping it she contacted Learning Express Georgia and told them how much it rocked. 12 were ordered and quickly sold out. Another 24 were ordered, and they sold out too. Suddenly it’s on the radar. We called the inventor, Cheong Choon Ng, and told him we needed 144. He was just starting out, selling sixes and twelves, so suddenly his radar was pinging too. 50 stores were selling it in late July four weeks later, and by December that year every Learning Express store was on board and stocks were starting to run out.”

Cheong Choon Ng was made a guest of honour at Learning Express’ annual conference in Nashville, Tennessee, and a plan was hatched to ensure stock of what was now called Rainbow Loom kept coming through. In-store demos and Rainbow Loom classes were also devised, alongside instructional YouTube videos that made it easier for kids at home to create their own Rainbow Loom jewellery. The rest is history.

So, while American retailers may have more of an uphill struggle when it comes to new lines that UK ones, the tale of Rainbow Loom goes to show that there are

opportunities out there – if you know where to look. …on the future of the toy industry He may be an optimist, but something is playing on Rick’s mind. He’s worried that not enough young people are being attracted to the toy business, not just in retail but in supply and design/invention too. An energetic industry needs energetic people to keep it going, but in the states, he says, the image of retail isn’t great. Tech jobs in Silicone Valley, with their big wages and MondayFriday working weeks, seem a much better bet among those just entering the world of work. Does the UK have a similar image problem, he asks – and is Dave worried about this too?

“Yep, this is a conversation I had with Toymaster not that long ago,” Dave replies. “I’m 41, and there really aren’t many people younger than me with toy shops. It’s such a difficult market to enter. I’ve been doing this for 20 years and I still remember my first Toy Fair: I couldn’t get on stands, no one wanted to talk to me. Maybe only in the last 10 years have I seen that recognition kick in, and I put a lot of that down to what I’ve been doing on social media. At this year’s Toy Fair, I actually had someone treat me like a celebrity. ‘Oh my god, you’re David Middleton!’ she said. Wild. She knew me from LinkedIn.” He adds: “There are so few young people arriving at toys as a profession. Growing up, I was always big on Star Wars, wrestling and other things so I never lost interest in toys, and I carried on collecting them as an adult. But with kids today, it’s a different world. Apps, iPads… is the interest in toys being lost beyond a certain age? You need passion to run a toy shop and I don’t think there’s enough of that out there. In the UK you sometimes see people inheriting and continuing their parents’ business, but as for young new retailers? Not so much. We all need to encourage young people. It worries me that the same issues I faced as a 21-year-old are still an issue today. We need to be more welcoming or there won’t be people there to replace us all when we retire.”

It's a similar picture in the US and Canada, according to Rick, but the million-dollar question for him is what can be done about it? How can the industry change the way young people perceive it? How can they change the conversation? Dave, never one to shy away from speaking his mind, is of the opinion that the fault lies with suppliers, not retailers, and comes back to his point about the ease (or lack of it, rather) in getting on stands at the big trade shows, especially without an appointment. He also feels that the signing of NDAs and the secretive way some companies run their stands are intimidating to younger people, as are the minimum orders stipulated by some suppliers. It’s scary, he says.

The cost of living is also a factor in the low uptake of

Toy World 44

retail jobs, according to Rick, as is the perception that higher education – diplomas, degrees etc. – are vital for career progression, despite loading students with ‘ungodly’ amounts of debt. Toss in the soaring prices of new and used cars in a country notorious for its pedestrian unfriendliness, and the lingering impacts of a pandemic, and you can see why retail jobs don’t have people pounding down the door. To counteract all this, Rick has restructured the salaries of his key retail staff, and added a 401K programme (an employer-sponsored defined-contribution pension), tuition sponsorship and paid vacations.

“Outside critics tell me ‘You can’t do that, it’s too expensive’, but you have to drill down and look a little deeper,” Rick says. “If I retain Jessica, say, after 18 years of service, and she’s very good, then I retain all her knowledge and experience too. How much is Jessica worth to me, to my business? That’s the question. If you’ve managed to assemble a team of three or four really solid people then you need to give them every benefit you can, and the gratitude they deserve, so they can have the flexibility and security to continue doing what they love.”

Dave has been nodding along while Rick speaks, a look of mild amusement on his face. This is because only two days before our call, he’d had the same conversation with his dad and ultimately decided to give three of his employees a pay rise. One has been with Midco a long time and knows the stock inside and out, while another runs Dave’s Derby store as if it were his own. He knows the customers by name, no small thing for a store with a £1.3m yearly turnover, and can safely be left to run things in Dave’s absence. The third is so detail focused that they take pride in making sure both stores have at least one of everything that comes in on shelf, right down to the smallest of toys. Retail is detail, says Dave, and employees with their eye on the detail deserve recognition.

“I tell you what,” finishes Rick. “For our kids’ sake, for learning’s sake, for the sake of experiential retail, I hope we can get a handle on this because one day, people may find they can’t enjoy what we currently offer. What a shame that would be. But if we do the right things, we can leave the industry in safe hands that will carry it through into the future.”

He adds: “I’m glad I’ve finally been able to meet Dave and I hope we can carry on talking after this.”

Dave assures him that the plan is for Toymaster and Learning Express to continue the conversation the two have started. It’s likely an actual in-person meet up will be on the cards in the near future too, and whatever may come of such a meeting (I suspect more big ideas) Toy World will be right here to report back.

Company Profile

Bandai 40th Anniversary

Bandai celebrating a legacy Bandai UK celebrates its 40th anniversary this year, marking four decades of innovation, reinvention, and evolution with a raft of product launches and activities that reflect the company’s roots – and where it’s headed. Toy World’s John Baulch and Rachael SimpsonJones paid a visit to the Bandai UK team at its Richmond office to find out more.

Left to right, Kirsty Mackenzie, Fredrick Wolff & Nic Aldridgs

B

andai UK turns 40 on 29th April, having been officially incorporated in 1982. The company’s original director, Michael Loveland, played a pivotal role in the formation of the UK operation four decades ago. Tasked by the Japanese parent company, founded in the 1950s, to set up a UK subsidiary, Michael and his brother Nigel successfully established the operation with its first UK office in Guildford.

Michael went on to become Bandai’s European marketing director, was part of the team that first

brought Teenage Mutant Ninja Turtles to the UK and European markets, and was also instrumental in Bandai becoming the original distributor of the Nintendo range of electronic and video games. Sadly, Michael didn’t get to see his company reach its 40th anniversary milestone - he passed away in May 2021 but his legacy lives on in the UK team.

The Bandai UK operation has much to celebrate.

The 40th anniversary of Bandai UK coincides neatly with a number of other 40th celebrations: Gundam,

Toy World 46

one of Bandai’s biggest own-brands, celebrated its 40th anniversary recently, as did Pac-Man, and two members of the UK team (who will remain anonymous) also celebrated their 40th birthdays at the beginning of March.

The landmark comes only a few years after the loss of Saban’s Power Rangers from Bandai’s portfolio, a brand with which the company had enjoyed a long and prosperous master toy relationship for some 25 years. At its height, around 80% of the business

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Company Profile was based upon Power Rangers. That’s a heck of a lot of eggs to have in one basket, and the team acknowledges that since the licence moved to Hasbro, Bandai has had to reinvent what it does and rediscover what it is. That its anniversary should fall at a time of such strong growth, and impressive performance across its entire portfolio, is testament to how successfully the company has done both.

“Rather than just being a Boys’ toy company, Bandai is now a multi-category toy company with presence in Girls’, Boys’, Collectibles, Pre-School and Science: we’ve expanded further, spread our focus and balanced things out across the categories - and we’re seeing that approach pay off,” says Nic Aldridge, Bandai UK’s managing director. “In February, we were the No.15 toy company according to NPD, which is a great achievement so soon after we said goodbye to Power Rangers in 2019.”

Following such a ‘titanic shift’, as Nic describes it, the reinvention of Bandai began by homing in on two things: the areas in which the company had always been strong, and the rough diamonds. The business largely sits upon four pillars – Toys (Bandai’s Red Label), Collector (Blue Label), Third Party Distribution and Own Brands – and Nic was keen to nurture each one. Banpresto, one of its core Collector brands, was one of the aforementioned rough diamonds, and with a little polish is now achieving a monthly sales value that is equal to its annual turnover from four years ago.

Nic’s contacts in the industry were leveraged to reinvigorate European distribution deals, and the company’s own-brand Tamagotchi was successfully relaunched in July 2019, racking up over 200k unit sales in 2021. The Tamagotchi range has now grown to include the Original, the newly launched Pix and a range of licensed versions. Tamagotchi has also, in a roundabout way, reinvigorated consumer appetite for other Japanese brands including Digimon, which was soft-launched a couple of years ago and sold over 30k units in 2021 through Bandai’s Collector channel retailers alone.

The growth of Tamagotchi has led to other exciting licensing collaborations which are in the pipeline for the months ahead. We’re sworn to secrecy on some of them, but we can mention classics such as Star Wars as well as Demon Slayer, a Netflix anime property the Collector community is particularly keyed up about.

Shortly after coming in as UK MD, Nic also brought in Sea Monkeys and National Geographic - brands he admits may have had a few at Bandai scratching their heads – but which have proved to be steady, consistent sellers, year after year: Sea Monkeys sells 100k+ units a year and counting. This stability paid dividends when Covid-19 struck, causing parents and caregivers to seek out toys that are educational and offer plenty of play value for bored, locked-down kids. A good toy, as Nic says, will always be a good toy – and good toys sell, year after year.

Of course, if we’re talking brands, then CoComelon must stand out as the current star of Bandai’s portfolio. The company was named European distributor for the Jazwares range based on the smash hit pre-school property in June 2020, and though the team expected big things, it’s fair to say the CoComelon range’s performance has surpassed even the loftiest expectations “Watching it rise, we thought CoComelon had the potential to be a top performing Pre-School property, and luckily it has done just that and is well set in terms

Bandai 40th Anniversary

of longevity,” says Nic. “No one could have predicted the demand we saw in our launch year, just as they couldn’t have predicted the supply chains issues that subsequently arose. Like so many others, we just didn’t have the inventory the demand called for. We’re in a much better position stock-wise for this year, though.”

The pandemic has also helped boost Bandai’s anime properties. Netflix now offers over 200 anime series and films, including global IP Dragon Ball, which has been driven hard across VOD, TV, toys and more. Anime isn’t niche anymore. It’s not just for grown-ups, or that particular group of kids at school. As an entertainment group, Bandai aims to immerse itself in the entire lifecycle of properties such as Dragon Ball, Naruto and My Hero Academia by offering product – toys, collectors’ items, apps, video games and more - across all the age ranges, by extension retaining consumers for much, much longer.

The Collector market is a topic Nic has spoken about with Toy World before, and one he remains keen to highlight. (First, some housekeeping: at Bandai, collectibles and collectibles are two different things. The small sub-£10 toys most readers would call collectibles fall under the company’s Red Label division, while the bigger and more expensive collectibles - think Banpresto and mid- to highend McFarlane - fall under Blue Label. It’s the latter we’re discussing here, and what Nic is referring to when he uses the term ‘Collector’. Right, onwards.)

As understood and appreciated by Bandai’s more specialist Collector channel retail partners, a good presence in this space guarantees repeat visits and

Toy World 48

purchases from dedicated fans always on the lookout for the latest launch. These fans become a local community providing guaranteed repeated monthly footfall, and the shops they visit become hubs where consumers know they’ll be able to find exactly what they’re after – and this should be what toy retailing is all about. Nic’s biased, of course, but he firmly believes that traditional toy stores should be active in the Collector space, even if just in a modest way.

However, Nic admits that many toy shop owners still aren’t approaching the Collector market as they arguably should be, and Bandai is trying to rectify this by assisting those who want a slice of the action, but just don’t know how to get it. Toy Fair 2022 saw the team invest a lot of time and energy in its stand’s Collector area, explaining to retailers how its brands and properties can be made to work for them. Team trips to various Forbidden Planet stores and other specialist kidult/collector retailers are all part and parcel of the job. Immersed in two levels of floor-toceiling collectibles, toys, merchandise, comic books and more, visitors get a proper sense of just how big this market is, and Bandai wants to help more retailers tap into it. The team is also building out Bandai’s Facebook and Instagram accounts, so they provide more of a home to Collectors seeking updates and a place to share their love of their favourite properties.

Away from the Blue Label side of things, it’s also going to be a big year for toys. Miraculous continues to dazzle. The aspirational superhero property, which is aimed at a slightly older audience than other fashion doll brands usually are, is to benefit from a Q4 movie launch, Ladybug & Cat Noir Awakening – a boon, timing wise, for the latest introductions to

Company Profile the Playmates toy range Bandai distributes. Miraculous is huge in France and Spain and its meteoric rise to the top is now being mirrored in the UK, where it’s expected to become a Top 5 Fashion Doll by the end of 2022. The toy range really taps into the beauty of the Miraculous characters, with their striking red and black costumes and accessories proving particularly popular at the 26cm end of the doll spectrum, and the collectible Kwamis (pets) are also flying off the shelves. Nic says around 10k units a week sell through a leading grocer alone.

In 2021, Playmates was also once again awarded the licensing rights for action figures, vehicles and ships, role-play and other toy categories for all Star Trek properties by Paramount (formerly ViacomCBS), including Star Trek Prodigy, the 11th series in the franchise and the first to be aimed towards a younger audience. Toys for Prodigy will arrive in 2023 and be distributed by Bandai.

Warner Brothers, meanwhile, is preparing to welcome what might be its strongest movie slate yet over the coming two years. The Batman, the latest in iteration of the Dark Knight’s story, launched at the beginning of March, while DC Black Adam launches later this year with The Flash and Aquaman 2 following in 2023. McFarlane’s The Batman Action Figures have, according to Bandai, become a firm favourite among fans who appreciate McFarlane’s sculpts and attention to detail. They’re proving so popular, in fact, that major toy retailers are stocking the brand for the first time - and seeing great success with it.

It's clearly an exciting time to be part of the Bandai operation, and the UK team continues to expand.

Kirsty Mackenzie came on board as head of marketing in 2019, and Fredrik Wolff took up the role of sales director in September last year. The business grew by some 130% in 2021, despite the installing of a new ERP system, the setting up of a new warehouse, the well-documented shipping issues and Covid, and yet more growth is expected this year, around 30%, necessitating further expansion of the team. If he

Bandai 40th Anniversary

doesn’t bring on more people, Nic laughs, Kirsty and Fredrik are likely to have something to say about it. (The pair, seated at the table with us, nod in agreement).

The growth of Bandai also presents the UK team with an opportunity to onboard ever more passionate team members. Last year, the company appointed a brand manager for its Collector division. He knows the market inside and out, back to front and upside down, and that passion – that love, it’s fair to say – is being seen and felt in everything he does. By his own admission, he’s living his dream job. It’s difficult to put a price on having true enthusiasts like this in your team, but Bandai attracts them like honey attracts bees.

“Internal advocates understand the Collector channel like us mass toy folks never will, and that knowledge helps us to help retailers,” says Fredrik.

“By drawing on this love and passion, as well as immersing ourselves in what these guys live and breathe, we can better guide our retail partners and advise them on what would work for their consumers.”

While its team and product portfolio continues to expand, Bandai itself is focusing on drawing together as a company in a way that will knit everything it does into a much tighter, more cohesive community.

Already we’re seeing that with the UK office, which houses Toy, Collector, Amusement Locations and Video Games under the same roof, and each team is now starting to work more closely together. Kirsty highlights several brands or properties which straddle a number of categories, including Dragon Ball and Pac-Man, which multiple teams are working on from a variety of angles. Just before the pandemic, Kirsty and her team developed a major campaign to coincide with Bandai Namco Entertainment’s latest Dragon Ball game, a movie release and new mass-market toys. Funding from Japan allowed Kirsty to plan a huge takeover event of four different shopping centres nationwide, in which consumers would find a Dragon Ball branded inflatable cube containing game stations where they could play the new game, win prizes, meet costume characters and more. Two were held – and then Covid struck. Still, those two events were a huge success and have certainly paved the way for more, not just for Dragon Ball but for other brands and properties too.

“It was great to see people come and enjoy these events,” Kirsty says. “There was some scepticism before launch that consumers would actually turn up in decent numbers, but they really did. Parents brought their kids dressed up as Goku, the main character, and there was such passion in the air for the Dragon Ball brand that the excitement was infectious.

Hopefully we’ll get to do more of these moving forward post-pandemic.”

Bandai has also set its sights on becoming a more global business. At the moment, the majority of the company’s business still comes from Japan, but there have been moves to improve the balance between Japan and the rest of the world. It’s clear that much stronger movement in this direction will happen over the next couple of years. It also means that areas of the business which are working well could be

Toy World 50

adopted elsewhere. Formats such as Anime Heroes, for example, brings toys for all Bandai’s most popular anime properties under one convenient umbrella - the same properties that are supported by other divisions outside of toy such as Video Games. Bandai’s shift to a more global mindset can also be seen internally: at a recent awards ceremony, a member of the UK team was presented with an award for her work on raising the profile of Tamagotchi. This is an accolade that the Bandai UK team is immensely proud of.

In many ways, losing Power Rangers was the catalyst for Bandai’s transformation, freeing up the company’s various teams to explore new avenues and exploit previously unnoticed opportunities. As the old adage goes: when one door closes, another opens. And in its 40th anniversary year, the company has more open doors than ever to walk through. There’s a lot to celebrate - and celebrate it will. In addition to the stereotypical and ‘terribly British’ party, complete with plenty of food and lots of drink, Bandai will also be throwing open the doors to its ‘vault’, its catalogue of rare, discontinued and otherwise highly sought-after collectibles, figures and toys that fans nationwide will be itching to get their hands on. Some will be sold, others will be given away in competitions, across 40 weeks of announcements designed to get consumers celebrating just as much at the UK team will be.

The company has also unveiled a corporate rebrand complete with a fresh-look logo that will reflects Bandai’s roots for the next 40 years – and, hopefully, beyond.

“Obviously there’s a lot to be excited about within our business right now, but we want our consumers, licensors and retail partners to be just as excited about what we’ve got going on,” says Nic. “It might have taken four decades but I feel that there’s serious change afoot at Bandai - and I want everyone to share in that.”

Jurassic World A roaring success

Ahead of the launch of Jurassic World Dominion this summer, Toy World examines the world-leading global franchise that has driven massive sales, and captivated consumers, for nearly three decades.

M

ovie licensed merchandise has always been a key fixture in toy retail aisles. The excitement generated by the launch of a blockbuster movie, coupled with heavyweight promotional activity, is a longstanding recipe for sales success. Or, at least, it was a recipe for success – until the pandemic struck in 2020.

Almost overnight, cinemas were forced to close for prolonged periods of time, and movie audiences needed to look elsewhere for entertainment.

Even before the pandemic, streaming services had begun to impact traditional media channels, especially linear TV. The advent of lockdowns saw platforms like Netflix, Amazon and the newlylaunched Disney+ grow exponentially, driving immediate success for many of the shows and movies that debuted on these channels. Coupled with the rise of YouTube and new social media platforms such as TikTok, kids were being exposed to properties and brands across a wider range of places than ever before.

However, while YouTube and streaming platforms are undoubtedly here to stay, the return of cinemas has been eagerly anticipated – and 2022 promises to be a golden year for fans of blockbuster

movies. Many movie studios delayed major releases that were originally due to hit cinemas in 2021, so the pipeline of content for this year is exceptional.

members Jeff Goldblum, Laura Dern and Sam Neill, marking the first time all three actors have been onscreen together since Jurassic Park in 1993.

And while cinema-goers are planning which movies to watch over the coming months, toy retailers are also preparing for a surge in interest in merchandise associated with this year’s bumper crop of releases. Arguably, the summer’s major movie event as far as the toy retail channel is concerned is Jurassic World Dominion.

Excitement has been ramped up by the release of two pieces of content so far: an impressive fiveminute prologue and the most recent three-minute adrenaline-fuelled trailer, which suggests a movie filled with high octane thrills and excitement, a huge dollop of tension and high drama…and even bigger - and more - dinosaurs than before.

“Bigger…why do they always have to go bigger?” Jeff Goldblum asks at the end of the trailer. I think we all know the answer to that question. We’re also asked to contemplate whether humans and dinosaurs can co-exist, while being teased that the movie will allow us to “experience the epic conclusion of the Jurassic era.”

From Universal Pictures and Amblin Entertainment, Jurassic World immerses audiences of all ages in a world of wonder and thrills, where dinosaurs and humankind must learn to coexist.

Jurassic World is more than a film franchise. At every turn, this $5 billion+ film series delivers a larger-than-life destination for exploration, discovery and epic adventure.

Jurassic World Dominion is scheduled for release on June 10th – almost twelve months to the day after its original release date was postponed.

Directed by Colin Trevorrow, the latest movie in a franchise which spans nearly three decades sees the return of not only Chris Pratt and Bryce Dallas Howard – the main protagonists of the recent Jurassic World movies, but also original cast

The trailer has certainly whetted movie-goers appetites for the film release – and with product hitting shelves in the middle of April, licensees and retailers are getting geared up for product to start flying off shelves well ahead of the movie. Geoff Sheffield, chief commercial & marketing officer at The Entertainer, told Toy World: “Here at The Entertainer, we love blockbuster

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movies and dinosaurs. Put them together and it’s clearly a recipe for success. Jurassic World Dominion is long anticipated and uniting the original cast with the new is a great moment for parents and children to connect once more over their favourite dinosaur movie. With dinosaurs covering land, sea and air (and bigger than ever), the franchise has offered manufacturers the chance to showcase their creativity with new product development. We are excited to be working with the team at Universal Brand Development and its partners on this franchise. We have some great plans lined up to bring the toys to life for our customers, who have already shown a love for all things Jurassic. The master toy range from Mattel really does have something for everyone, at all price points and sizes. And having had the chance to get hands on with the products, we think kids will love them. Alongside ranges we’ve seen from the Lego Group, Wow Stuff, Character Options, Posh Paws and Funko, it’s set to be an awesome line-up.”

Sinead Byrne is joint head of marketing at Smyths Toys, which is another key retail partner for Jurassic World. She told us: “We are very excited for 2022 - the movie slate is strong, and Jurassic will be an important franchise for Smyths Toys. We have been working collaboratively with suppliers and Universal on the range, as well as marketing campaigns to support the product line-up, and we are looking forward to executing them.”

Jurassic World has long been a staple of the specialist toy retail channel, and Toymaster’s Paul Reader told Toy World: “I’m always excited by a dinosaur movie and the Jurassic World franchise is simply the best. The movies are now so good that you almost feel close up and personal, not that I would like to get that close! The movie product from all of the suppliers that I have seen so far looks amazing, however I’m not sure I can disclose too much given the number of NDAs I have signed recently. We are very much looking forward to the on-shelf date and making our stores a destination for many of the Jurassic World products. We are also hugely excited for our planned Mattel Jurassic World window feature, coinciding with the movie release date.”

Prominent Toymaster member Dave Middleton from Midco Toys echoed Paul’s sentiments: “Jurassic World has seen great success since the release of Fallen Kingdom in 2018. Even in nonmovie years, the range has performed well. The Jurassic World: Camp Cretaceous series on Netflix has also succeeded in keeping the brand as a staple in the action figure aisle. From what I have seen of the Jurassic World Dominion product from various suppliers, the new ranges look extremely strong, and I expect further growth in the brand. After all, what kid doesn’t enjoy dinosaurs?”

Described as a bold, timely and breath-taking new adventure that spans the globe, Jurassic World Dominion takes place four years after Isla Nublar has been destroyed. Dinosaurs now live—and hunt—alongside humans all over the world.

This fragile balance will reshape the future and determine, once and for all, whether human beings are to remain the apex

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predators on a planet they now share with history’s most fearsome creatures.

Incredibly, Jurassic Park is now almost 30 years old, yet the IP shows no signs of slowing down. Not only is there clearly an appetite for more Jurassic World movies and related merchandise, but there has also been significant growth within the nontheatrical years, which is something you don’t always see with successful movie franchises.

It’s been fascinating to see just how much the brand has continued to grow in non-film years, sometimes even greater than previous film years.

Many retailers we spoke to felt that a key driver of the brand’s performance in recent years has been the popular animated series, Jurassic World: Camp Cretaceous.

Jurassic World: Camp Cretaceous, created in partnership with DreamWorks Animation, is the first ever animated series from the franchise. It became an instant fan favourite when it debuted in Autumn 2020, adding energy and excitement in non-film years. This series, plus engaging content on the Jurassic World YouTube channel, are what keep the brand in the consumer consciousness and alive in the boy’s aisle at retail. Additionally, key licensees, including Lego and Mattel, as well as publishing partners and more, have created new product lines that are specific to the animated

series – helping fuel fan demand. Retailers have credited the show for maintaining product sales and creating demand for new and refreshed ranges.

The show follows the adventures of six teens who are invited to attend a state-of-the-art adventure camp on Isla Nublar, who must band together to survive when the dinosaurs break out of captivity.

Jurassic World: Camp Cretaceous delivers on the wonder, thrills, discovery and epic adventure for which the brand is known and loved. It has also broadened the brand demographic to include younger kids and a strong girl audience too.

The success of the franchise has driven an expanded footprint at retail, with Jurassic World becoming a true evergreen, 365-day brand that you can find not just in the toy aisle, but apparel, home, food, care, publishing, seasonal offerings, video games and many more categories.

There is an impressive toy partner line up for Jurassic World, with an immense variety of toys and games coming from award-winning partners. The licensing programme spans every age demographic, from pre-school through to collector, and it covers all price points and toy sub-categories.

The toy line up is anchored by master global toy partners Mattel and Lego, who include action figures, feature plush and construction in their lines. There are also innovative lines developed

in partnership with Wow Stuff, as well as games and puzzles from Tomy, Hasbro, Funko, Asmodee, Ravensburger and Spin Master. Posh Paws will be adding to its range with new Jurassic World Dominion plush lines and RMS International, Toy Master, Basic Fun and Heroes of Goo Jit Zu will be creating novelty products in line with the new movie. There will also be be Youth Electronics from Kid Designs, Vehicles from Jada, Costumes from Rubie’s, Infant & Feature product from 8th Wonder and Outdoor lines from Plum and Mondo.

Other EMEA partners include Bandai, Cartamundi, Clementoni, Lron studios, Imaginext, Rubber Road, Noble Collection, Danilo, Pyramid, Design group, Alligator and Amscan.

On the gaming front, Universal’s partners have continued to develop a portfolio of Jurassic World games and digital offerings that speaks to different genres. The focus continues to be following the fans to where they play, engage and interact, whether it’s

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on console/PC, mobile or VR. Universal firmly believes that the demand for Jurassic World goes beyond films – whether that is content, or experiencing it through product, or through digital, or in-person experiences.

Consumers are undoubtedly looking forward to more of those real-world experiences coming back – both at the theme parks, but also with live entertainment and touring shows.

Speaking to Toy World ahead of last year’s BLE show, Paul Bufton, Universal Brand Development Vice President EMEA Consumer Products, commented: “2022 is going to be a really significant year for us, because we have two absolute juggernauts in Jurassic World and Minions. I believe there is huge pent-up demand for movie-going audiences, which augurs well for our business.

“Jurassic World has enjoyed an outstanding performance in both 2020 and 2021 – from a

consumer perspective, we have the definitive dinosaur brand. It’s not just one-dimensional; it reaches across multiple categories and touchpoints, providing different experiences and products.

It helped us tremendously when Jurassic World: Camp Cretaceous debuted. The sales curve when the series launched was phenomenal.

“Now we finally have the movie to kick things up a gear. It genuinely offers something new, because it brings back the original cast, so it will have crossgenerational appeal. Movie-going audiences and fans are looking for those big event movies to get back into cinemas – it’s going to be amazing.”

Over the following pages, Toy World provides a sneak peek at some of the new Jurassic World Dominion lines that will be hitting shelves later this month, as well as a look at some of the Jurassic World ranges that continue to delight fans across the globe.

Stack & Pull Ankylosaurus

NEW AW22

Spin & Hatch Dino Eggs

× Unique Preschool Range out NOW

× New Fan Favourite Dinosaur launches July

× Heavyweight TV & Digital campaign begins from June × Influencer & PR Activity NEW MOVIE JUNE ’22

Available Now!

NOW WELCOMING LITTLE EXPLORERS Call 01392 281927 Email UKcustomerservices@tomy.com UK.tomy.com

Posh Paws

01268 567317 | www.poshpawsinternational.co.uk | sales@poshpawsinternational.co.uk

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o meet the demand for the upcoming Jurassic World Dominion movie and popular animated series, Jurassic World: Camp Cretaceous product this year, Posh Paws offers a range of soft toys with brand new lines launching this month.

For the year’s big movie release, Jurassic World Dominion, Posh Paws has added several new dinosaur soft toys to its range, including the latest dinosaur to excite fans in the official movie trailer, the Giganotosaurus.

This new dinosaur features a chunky head and feet with green and dark grey scales and fabric fins on its head and body. Fans can pit the new dinosaur against the mighty T. rex and fan-favourite Blue the Velociraptor, that are currently in the range. The new Giganotosaurus, T. rex and Blue are all available in 10” sizes.

Posh Paws will also be releasing brand new Dino Eggs, where kids can collect their favourite dinosaurs in small, cute and detailed 7” sizes within a clear plastic egg which is branded, wrapped and displayed in a CDU. The first wave of Dino Eggs will include the popular T. rex and Blue the Velociraptor, along with the Indominous Rex and Mosasaurus. To ensure collectability and to keep the new soft toys current and appealing to fans, Posh Paws will be adding new dinosaurs to the Dino Egg assortment that feature in the new Jurassic World Dominion movie, as well as other favourite characters from the franchise, including the Jurassic World: Camp Cretaceous animated series.

The hit animated series Jurassic World: Camp Cretaceous, streaming now on Netflix, continues to be extremely popular with kids and families, and Posh Paws has added fanfavourite Bumpy the Ankylosaurus dinosaur to the range in a 10” size.

In Posh Paws’ existing range, a 7” T. rex and Blue Velociraptor assortment of soft toys is supplied in a CDU. With their chunky heads and high-quality detailing, these smaller soft toys offer great value for money.

8th Wonder

01942 829 811 | www.8thwonder.co.uk

| sales@8thwonder.co.uk

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uilding on the suspense for the Jurassic World Dominion release, 8th Wonder has announced a range of Jurassic World pre-school wooden toys for 2022. The 96-piece Track and Play Set allows children to travel around the winding track and explore the Jurassic World park. Whether they want to visit the restock area, visitors’ area or dinosaur enclosure, kids can use the turning table to set themselves on the right track. Kids can ‘feed’ the dinosaurs using the magnetic crane to load up the vehicles with meat and drop it into the dinosaur enclosure. With interlocking walls and support, they can also build the enclosure or take it apart to let the dinosaurs roam around.

Using the Gyrosphere to explore, kids can travel past the 10 dinosaurs, visitor centre, and the aviary which houses the Pteranodon.

The Jurassic World Explorer Kit includes the famous shaving cream can, which children can open to find four test tubes containing long-lost dinosaur embryos as seen in the film. Dinosaur fans can unearth more exciting artefacts by following the map of Isla Nublar while using the binoculars, magnifying glass and a fully functioning torch to help them. A dinosaur egg, Mr. DNA, dinosaur claw and amber containing rare dinosaur DNA are all waiting to be discovered. With their Jurassic World chalkboard, children can jot down their discoveries and follow the dinosaur footprints in the soil or sand, created with the Dinosaur footprint stamper. Whether they want to explore in the garden or around the house, the carry bag with Velcro fastening and a removeable strap allows on the go travel and easy storage.

8th Wonder is also announcing a collection of triple-pack wooden Jurassic World dinosaurs. The Mosasaurus, T. rex and Triceratops is in one pack; the Brachiosaurus, Velociraptor and Carnotaurus in another; while the third contains the Indominus Rex, Ankylosaurus and Pteranodon. Each with a mix of herbivores and carnivores, kids can play out different battles between their favourite dinosaurs. As they learn about movement with the dinosaurs’ mobile legs, arms and mouth, children can move the dinosaurs around and create their own exciting Jurassic World scenes.

Also being introduced for 2022 is the Jurassic World Wooden Mobile Vet and 6x6 vehicle. With a Triceratops included, children can open the elastic hinged doors of the Mobile Vet vehicle and place the Triceratops inside ready to be transported. The 6x6 vehicle acts as a guest shuttle for visitors or transport for staff, and accompanying it is Blue, the Velociraptor. The vehicles have working wheels so children can move and reverse them across surfaces.

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Mattel

01628 500 000 | www.mattel.com

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attel’s toy range for this year’s summer blockbuster, Jurassic World Dominion, features authentic trueto-movie-look, scale action figures and Augmented Reality (AR) fun.

Character Options

The Thrash 'N Devour Tyrannosaurus Rex has movable joints and realistic sounds and when the tail is moved up, the T. rex bends down with jaws wide open to chomp on other dinosaur action figures before swallowing them when the tail is moved down. When the tail button is pressed on this 21-inch long figure, it lets out a mighty dinosaur roar, and the tail can also be moved to control the figure and create dramatic thrashing actions and sounds.

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The Super Colossal Giganotosaurus is a 3ft long dinosaur figure which can also gobble up smaller figures whole. Kids can unlatch the stomach to release the prey swallowed by the dinosaur and start all over again. This gigantic figure features authentic sculpting, texture and colours that enable fans to easily recognise this dinosaur from the Jurassic World Dominion movie.

Also from the new movie range is the large Sound Slashin' Therizinosaurus action figure which boasts huge claws, sound effects and a lunging action completed with a chomp.

There are also the Jurassic World Wild Pack dinosaurs which have movable joints for pose and play battle fun.

Figures include herbivores and carnivores, with realistic sculpting and authentic decoration.

To bring the dinosaur figures to life and learn more about Jurassic World, kids can also download the free Jurassic World Facts app (Android and iOS) and see dinosaur play get real. They can find the hidden DNA code in each dinosaur figure and scan it with any smart device to initiate Augmented Reality (AR) options. AR lets kids study the dinosaur in the lab with fun visual learning, and they can explore different modes such as thermal and x-ray. They can also take it to the next level and bring dinosaurs into the world through AR, using the app to make the dinosaur appear in any room.

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0161 633 9800 sales@charactergroup.plc.uk

ith Jurassic World Dominion hitting the big screen this June, Character Options is returning to a time where dinosaurs walked the earth with the Heroes of Goo Jit Zu Jurassic World line-up. These realistic, flexing dinosaurs can stretch up to three times their normal size then return to their original size and shape.

Complete with cool chomp attack jaws, first in the line and available now are Blue and T. rex, soon to be joined by two top secret dinosaurs inspired by the upcoming Jurassic World Dominion film.

Also new to the world of Heroes of Goo Jit Zu comes a super-sized, Supagoo Jurassic World T. rex and a selection of pocket money priced, collectible Jurassic World Minis. The Supagoo Hero Pack is a super-sized T. rex figure, with chomp attack jaws and a bonegoo filling. There are eight Jurassic World Minis to collect including the Gold and Amber chase dinosaurs and special movie dinosaurs.

The Mash’ems brand has gone prehistoric too, with all-new lines to add to the Jurassic World collection. In this licensed, surprise reveal range, kids can now find all their favourite Jurassic World characters – both dinosaurs and key human characters. Like all Mash’ems characters, the squishable figures come hidden inside Mash'ems capsules.

There’s also an assortment of Jurassic World Dominion Captivz Eggs developed by Toy Monster - the collectible range that lets kids hatch, then pop n’ lock their own dinosaurs.

The new Dominion edition line will be introduced from April and includes Dino Zoom Rider vehicles, pocket money Slime Eggs, a Surprise Egg and ultimate Mega Egg all packed with dinosaur surprises. Toy Monster’s Dominion Captivz range also includes exclusive movie-themed pop n’ lock dinosaurs and multiple compounds to discover, including prehistoric sand, BioSyn slime and amber compound gel, all buried alongside collector tokens and glow-in-the-dark stickers.

The Lego Group

01753 495 000 | www.lego.com

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he Lego Group and Universal Brand Development have added nine new building sets to the Jurassic World line up, most inspired by the Jurassic World Dominion release.

Continuing to expand the portfolio for Jurassic World fans globally, the newest sets feature the largest assortment of dinosaurs than ever before in Lego brick form, and include characters such as Owen, Claire, Ian Malcolm, Dr Ellie Sattler and more.

For younger builders, the Lego Duplo Jurassic World Dinosaur Nursery is a 27-piece set which is suitable for ages 2+ and includes a Triceratops in a cave, a Pteranodon in a nest and a Brachiosaurus using its long neck to nibble leaves from the tree, as well as a Claire Dearing figure.

For slightly older children (4+), the Lego Jurassic World Pteranodon Chase is a 91-piece set which includes a brick-built dock, fish stall and buggy, Pteranodon figure and Owen Grady and Maisie minifigures with a fishing rod and lasso.

Also for this age range is the Lego Jurassic World T. rex Dinosaur Breakout 140-piece play set with which kids can build the airport with a helipad, a helicopter and a fence for the mighty T. rex to smash through. The set also includes Owen Grady, Zia Rodriguez and wildlife guard minifigures, plus a dinosaur egg, walkie-talkie and tranquiliser.

01902 390 428 | www.wowstuff.com

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ow! Stuff has launched a new range of Jurassic World toys with two in particular that are sure to draw attention.

Having worked with Universal Brand Development for two years, a great magnet to Wow! Stuff’s stand at the London Toy Fair was the Jurassic World RealFX Baby Blue. This soon-to-be blockbuster toy is an all-new animatronic dinosaur under Wow! Stuff’s special projects brand, RealFX. The Jurassic World RealFX Baby Blue is a full-scale baby dinosaur that comes to life in its owner’s hand through multiple skin sensors. Billed by Wow! Stuff as the most realistic baby dinosaur outside of the real thing, RealFX Baby Blue bites, lunges, growls, roars, purrs and protects its owner.

The second major innovation revealed at London Toy fair is MovieMates. Classed by Wow! Stuff as a platform brand, MovieMates is the first movie franchise-led, kid creator-driven, movie-making app and toy. Available at launch in three highly articulated, highly detailed dinosaurs, MovieMates is the result of a partnership with movie making studio Aardman Animations.

For kids age 6+ there is the Lego Jurassic World Atrociraptor Dinosaur: Bike Chase, as 167-piece set which features a market with a wall for the Atrociraptor and a motorcycle to smash through, a battle pit for two small dinosaur figures, plus Owen Grady and Rainn Delacourt minifigures.

Aardman has created the movie making app and Wow! Stuff has created the toys and brought in the top tier licensed partners. These highly detailed dinosaurs are mounted on a non-removable ‘film rig’ bundled with a free MovieMates app. Using the figure/s with the stop-motion app, kids and adults can recreate movie scenes or make new ones of their own – all with branded assets.

The Lego Jurassic World Triceratops Dinosaur Pickup Truck Ambush features a pickup truck with a break-off front section that is easy to rebuild after it has been bashed by the Triceratops figure, plus an escape buggy, plus Claire Dearing, Franklin Webb and two security guard minifigures.

‘Start making movies within 60 seconds’ is the premise of MovieMates which also allows kids to show off their movie creations on social media without having to be the star of the show; their movie is the star, and they are the producer and director. Available within the app are official Jurassic World backgrounds, special FX sounds and stickers, with more great brands to follow in the coming year.

There’s also the 173-piece LEGO Jurassic World Blue & Beta Velociraptor Capture set which features Maisie and Rainn Delacourt minifigures, dinosaurs Blue and Beta, a truck, bike and a dinosaur cage with a trap, plus a chicken drumstick to use as dinosaur bait.

Wow! Stuff’s Jurassic World Dominion range also includes an outdoor flying Pteranodon that can circle 30 metres and glide to the height of an eight-storey building, as well as Jurassic Chompers – a handheld jaw opening, loud roaring, eye lighting T. rex, plus a Velociraptor and more.

The Lego Jurassic World Quetzalcoatlus Plane Ambush contains 293 pieces and is suitable for children aged 7+. It includes an airplane with space in the cockpit for Owen Grady, Claire Dearing and Kayla Watts minifigures. The plane also has spinning propellers, an opening cargo hold, and engines designed to break off under attack from the Quetzalcoatlus flying dinosaur figure.

The Lego Jurassic World Pyroraptor & Dilophosaurus Transport features a cool off-roader with a removable dinosaur tracker and a trailer with an opening dinosaur cage. Play out action-packed stories with Ian Malcom, Dr. Ellie Sattler and guard minifigures – including tranquilizer accessory element, plus Pyroraptor and Dilophosaurus dinosaur figures.

For builders 8+, the 461-piece LEGO Jurassic World T. rex & Atrociraptor Dinosaur Breakout set lets kids build a market with an enclosure for the T. rex and a big rig truck with a cage to transport the Atrociraptor figure, then play out their own exciting stories with Owen Grady, Claire Dearing, Rainn Delacourt and Soyona Santos minifigures. Two tranquilisers are also included to calm the dinosaurs down.

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Wow Stuff!

Tomy

01392 281927 | www.tomy.com

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he Toomies Jurassic World line includes four new products, all suitable for children aged 12 months+: Chase & Roll Raptors and a Dino Rescue Ranger, inspired by the iconic vehicles in the films; Spin & Hatch Dino Eggs and Pic & Push T.Rex. Pic & Push T.Rex is a playful take on the iconic gyrosphere from the 2015 Jurassic World film. With the T.Rex dinosaur floor activity toy, toddlers can roll over the colourful rocks to collect them all inside the gyrosphere ball.

A twist on Toomies’ best-selling Hide & Squeak Eggs, Toomies’ new Spin & Hatch Eggs is a spinning incubator that has five classic dinos and fun features to stimulate development. Little ones can match the dino eggshell tops to the correct colour bottoms and push the eggs into the incubator to watch them pop out and hatch.

The brightly coloured Chase & Roll Raptors is a push along toy that encourages developmental play. Little ones can pop the top shell off, shake Baby Raptor and listen for the cute growl. Mummy Raptor’s tail moves back and forth as she moves across the floor for additional push-along fun.

Inspired by the famous vehicle from the films, the Toomies Dino Rescue Ranger encourages children to match the rescue gear shapes to the Brachiosaurus’s trailer.

For children aged 4+, and fun for the whole family, there is also the Pop Up T.Rex game, which is based on Tomy’s classic action game, Pop Up Pirate. In the middle of the barrel there’s a dinosaur trying to escape, and the only way to discover if he is trapped or on the loose is for players to take it in turns to slide a dinosaur bone through the sides of the cretaceous crate. If nothing happens, they are safe - but anyone who makes dinosaur pop is out of the park and out of the game.

Hyper Toys

07775 706 929 | www.hypertoys.com

| james@hypertoys.com

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rand new from Hyper Toys is the Jurassic World 1:8 Radio Control Velociraptor, which is controlled by a matching controller in the shape of a dinosaur fossil.

The RC dinosaur has a realistic walking motion both backwards and forwards, a side-to-side swinging motion and can also turn left and right. It also features a realistic roaring noise from its mouth, LED lights and a 'stomping' noise as it walks.

The RC Velociraptor comes complete with a 3.7v rechargeable lithium battery that can be easily charged externally via the included USB cable.

To further highlight the functions on shelf, a demo function is built into the packaging whereby pressing the jaw, the dinosaur roars and walks in package.

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Viewpoint Kids’ viewing habits the tipping point

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changing of the guard is happening which should make child marketeers sit up, take notice and potentially revise their thinking for the coming year. Tristan Brooks, of Havas Entertainment, tells us more.

Post-Christmas, kids’ commercial TV viewing is now at an all-time low. During the festive break new devices such as tablets and smart TVs are gifted and streaming services introduced to entertain the family, which impacts on time they’d usually spend watching kids’ commercial TV channels (think Nickelodeon and Cartoon Network).

This decline in viewing is nothing new and happens after every Christmas, including during lockdown. However, the viewing declines we’ve seen this year have accelerated dramatically, at a time where supply is now seriously challenged.

To put this in context, over the past five years (2017 to 2021) we’ve seen a 60% (BARB data) decline in kids’ commercial TV viewing for children aged four to nine.

This January alone, we saw viewing for the same audience decline 30% on the previous month. In comparison to the previous January, viewing was down -49%. The problem is that, although the decline of kids’ commercial TV has been happening over many years, we’ve now reached a tipping point.

Planning TV campaigns has fundamentally changed.

Agencies would plan TV weights based on the client’s objectives and budget for the campaign, informed by performance learnings. Now the conversation is being reframed around what weight of advertising can feasibly be delivered. This immediately caps achievable weekly TVRs, reach and investment levels.

At a certain weight of TV advertising, reaching new viewers becomes increasingly hard and therefore you end up remarketing to the same audience again and again.

Kids’ commercial TV built its reputation on delivering child and co-viewing audiences cost effectively at scale, which drove predicable sales uplifts - but this model is now flawed. This decline should challenge advertisers to rethink their media investment now, so they have time to make informed decisions around creative and media placement to maximise campaign effectiveness and, ultimately, drive sales performance.

Over the past decade, kids’ broadcast TV sales houses have continued to increase the pricing of their TV airtime, due to operating in a supply and demand market. As long as they can sell the airtime, as supply reduced whilst demand remained high, they could mitigate revenue

declines by pushing up prices. Now their challenge will be how to stop TV investment moving to other media at a faster rate than anticipated, especially to digital video media where pricing is comparable, certainly during peak season.

The recent announcement by Disney, that in 2023 they will offer Disney+ at a reduced subscription fee which will carry advertising, shows that content owners are willing to test a new subscription model to drive growth.

Such a model may help our industry, as no doubt Netflix, Amazon and others will be watching the success of this launch very closely.

I believe YouTube provides the greatest synergy and alternative for kids TV investment. The video platform offers more granular targeting, greater potential audience reach, connected TV delivery, greater control over optimising performance, greater creative freedom and investment flexibility. To show a reach comparison between kids TV and YouTube, if we were to advertise in every ad break across all the children’s commercial stations in the UK for a whole month, we would reach about 40% of children at least once between the ages of four to nine (BARB data). To reach the same audience across YouTube platforms you’d reach 95% (Kids Insights data). These stats cannot be ignored.

The tipping point for many of our clients at Havas Entertainment is now happening, as we advise and support them through this transition, aided by our leading data capabilities and expertise, especially in digital platforms. As the market has evolved, so too must companies in order to set themselves up for the now and next. At Havas Entertainment we have built a specialist toy activation team, where every individual in that team operates across all media channels for our clients. Moving away from operating in media silos has enabled us to have much more meaningful and effective planning discussions with our clients. We believe that seeing the whole picture as the market evolves is essential to our and our clients’ future success and growth.

We are entering a new phase where kids’ commercial TV should no longer dominate the conversation.

Our thinking and mindset as an industry needs to acknowledge this shift and embrace the opportunities that come with change. Yes, kids’ TV advertising will remain on media plans for the foreseeable future, but it’s role should not be the starting point. We must think about our target audience first; as they are digital media consumers first and foremost, so too must we think and be digital first.

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Tristan Brooks Tristan is managing planner at Azure, Havas Entertainment, a specialist media planning and buying agency focused on child markets.

Company Profile

KidsKnowBest

TMI? No such thing…

The past five years have been something of a whirlwind for dataled ad agency KidsKnowBest as the company builds on its bid to transform children’s views and habits into vital information for creating brand awareness and marketing campaigns. Sam Giltrow spoke to co-founder and CEO Joel Silverman about the company’s success so far.

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hile the pandemic has been a tricky situation to manoeuvre for many, KidsKnowBest says it has been good for business and, crucially, has helped change the mindset of many toy manufacturers in the way they target their consumers.

Unable to advertise in many of the traditional ways, such as on cinema screens, toy companies have turned to the full-service, London-based agency to find new avenues to promote their product and utilise the expertise from the company, which reaps its data and insight from listening to children and finding out what is going on in their lives.

KidsKnowBest speaks to thousands of kids globally each month, using in-house first party data tools, including YakYak, a quiz app, and also through Youth Trend Spotting (YTS), an intelligence arm of KidsKnowBest, to discover what they are watching and where they are watching it. That data is then used to pinpoint exactly where toy companies should be promoting their product, whether it’s across social media or on-demand streaming services, as well as working with influencers and creators. “The more you understand your audience, the more you can provide brands with services that are needed based on our data,” explains Joel.

Though traditional methods such as terrestrial TV advertising are still a key component of the consumer marketing schedules of toy suppliers, many are embracing a more targeted approach, based on listening directly to children. KidsKnowBest now has upwards of 70 clients, ranging from big corporations to smaller start-ups. The agency recently won a retainer for a minimum of a year with Mattel to look after all of its influencer activity and conversions across EMEA, while it has also signed a similar arrangement with Paramount Global (formerly ViacomCBS).

“When Covid struck, we immediately saw marketing budgets pulled, which we thought would be detrimental to our business. However, the pandemic caused brands to take a step back and reassess where they were spending these marketing budgets,” explains Joel. “They saw a high growth in the social platforms and realised they were a valuable way of engaging with the consumer and, in turn, that generated conversions.

Suddenly we were flavour of the month and that has enabled us to grow significantly.”

Commenting on the Mattel and Global Paramount deals, he says: “It shows how these companies trust us, how respected we are in the toy industry and how we are expanding our business globally.”

While social media remains a strong vehicle for reaching kids, gaming is also a growing channel, and Joel predicts it will get even bigger this year. “We have been banging the gaming drum to companies for the last few years – Roblox and Minecraft and all these places where you should be positioning your brand,” says Joel. “Gaming is massive. It has become a social platform - even if we don’t want to think of it as one.”

KidsKnowBest is currently working with a couple of brands to build Roblox worlds and while Joel accepts some companies may be nervous of using gaming due to recent adverse publicity, the company believes it is very much a safe place to target young consumers.

“With everything we do on these platforms and beyond, safety is paramount,” he says. “We need to help clients reposition their mindset into where the audience is.”

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Joel shares that one current client spent 70% of its media budget last year on TV advertising and saw no tangible increase in sales. This year, it has invested 100% of its marketing budget into social and digital.

“This is massive for us, because it is showing a shift, and to be a successful company we need to be helping brands to move the needle,” says Joel.

KidsKnowBest is also expanding on its technology capabilities and has built an internal data tool, Nougat, enabling the team to work more efficiently and to help deliver better campaigns for clients. “If we can be smarter and more effective because of our own first party data, we can provide that to all of our partners,” Joel explains.

Looking ahead to the rest of the year, Joel is itching to get across the pond and see some of the company’s US clients, now that travel restrictions have lifted. His eventual goal is to open another office in the US. “For the next year, our main focus will be expanding on the relationships we have with our current partners and building our presence in the US, because ultimately many of our clients have global HQs there,” he says.

“After that, I want us to expand into the APAC region – it is the biggest growth area, the Asian market is going to be huge.”

Another area for focus is the ‘future consumer’ and the agency is attracting many new industries, such as cosmetics and fashion, which are keen to use KidsKnowBest’s insight. “It’s about speaking to brands that won’t realise that their future consumer is as important as their current consumer,” says Joel. “Tesla, for instance, is doing a fantastic job in engaging with a younger audience. It’s so important to keep growing an audience, and it’s fascinating to me what brands are doing to engage with the future consumer. This is a key growth area for us, along with expanding our relationships, particularly in the US, and building our suite of tech products. For me, it’s all about delivering, and so far, so good.”

For more information on KidsKnowBest, contact the team at info@kidsknowbest.co.uk

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03/03/2022 08:48

Company Profile

Little Brian

Little Brian

gets bigger Arts & crafts brand Little Brian has unveiled a new look as it begins selling directly to UK retailers rather than via distribution partners. Emily Griffiths, marketing manager, tells Toy World what the rebrand entails and the benefits it will offer its customers.

What’s behind the Little Brian rebrand, and why is it the right time for such a move?

The multi-award-winning Little Brian brand is already well established and recognised in the market for its high-quality arts & craft products. It enjoys great brand awareness amongst both retailers and consumers. We wanted to reinforce our identity by bringing the brand to life with the creation of a Little Brian mascot. By engaging with children and families, we’re aiming to make the product range synonymous with our new character. As well as introducing the new mascot, we’ve implemented a vivid, multicoloured theme across all of our packaging. This will instantly communicate our brand’s fun-factor and the creative possibilities it brings, via all the different colours and shades in the range.

For the first time, we’re also now selling directly to retailers in the UK, rather than going via distribution channels. The rebrand, including our new logo, enables us to deliver more impact for our customers, both in stores and online. This fresh and modern new look, coupled with a comprehensive marketing

strategy, signify the beginning of a new phase of development and growth. As well as lots of new products, the whole range has undergone a rebrand: it’s a great time to take advantage of how diverse Little Brian’s ranges are.

What changes will consumers see across your products, packaging, website and social channels?

The full Little Brian product range will benefit from the updated, vibrantly-coloured packaging we’ve designed. The new packaging reflects the rebrand, allowing our new logo and the engaging Little Brian character to stand out at retail. The new branding is also featured prominently across our website and social media channels.

We’re going through an intensive period of product development. Key product launches will be staggered throughout 2022. As well as growing the Paint Sticks range, we’re also launching a Little Brian Plush Toy, bringing the character and brand to life and adding further value to our ranges for consumers and our retail partners. We’ve already worked with several influencers who have reviewed the products in their updated packaging, alongside the Little Brian character. These reviews have shown us that the transition has been seamless: parents recognise the Little Brian brand instantly, and the reaction from children to the Little Brian character has been even better than we imagined.

Can retailers expect the rebrand to impact them in any way?

We believe the rebrand will have a positive effect on retail sales - our products have much more impact now and are immediately recognised by consumers of all ages. We’ve created a character and product range that is desirable among end users. Sales won’t just be driven by parents: retailers will also enjoy the pester power Little Brian generates as it grows in popularity. The new mascot also presents the opportunity for shop-in shop solutions at larger retailers, as well as the potential to develop a much broader product range. All of this will drive sales for our customers.

What’s in store for the remainder of 2022 following the rebrand?

Alongside the rebrand, we’re also launching several exciting new products for spring/summer

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2022. These will include Little Brian Bath Paint Sticks, People Paint Sticks, Pastel Paint Sticks, Scribble Paint Sticks, Chunkies, Spooky Paint Sticks and much more.

We’re also in the process of developing several new Little Brian products which will be unlike anything we’ve brought to market before, so there’s lots happening this year. We also had a hugely successful soft launch for our new Little Brian Advent Calendar at the end of 2021: this will be available for Christmas 2022. The Little Brian range covers a variety of price points and features a uniquely diverse set of products that really make this brand stand out from the crowd.

The company has made significant investment into the rebrand and product development, as well as marketing. Our comprehensive marketing campaign for 2022 will encompass digital, print, events and demo activity. We already have a highly engaged social audience and our intensive influencer outreach strategy will extend our reach and awareness even further. Keep your eyes peeled for our planned campaigns this year.

What the best way for retailers not currently stocking Little Brian to get in touch about opening an account?

Retailers can contact us directly on 01706 666 620 or email: hello@littlebrian.com. Our sales team will be delighted to get in touch to start the ball rolling.

Feature

Pocket Money Toys & Collectibles

The best pick up lines Whether it’s things to squish, squeeze and pop, race, play and collect, or simply build and admire, the Pocket Money Toys & Collectibles category continues to expand and diversify at breakneck speed. Rachael Simpson-Jones speaks to some leading suppliers in this sector to find out what’s driving current trends and how retailers can make the most of the opportunities in this space for 2022.

F

ar from a flash in the pan, fidget toys appear to be here to stay. The retailers Toy World has spoken to for this issue, including Learning Express, Midco Toymaster and The Toy Stop, have all testified that sales in this category remain very strong, and demand continues to be high. The fun thing about fidgets is that they are continuously evolving, with fresh product hitting shelves in what seems like a never-ending stream. A couple of years ago, the word fidgets would have probably conjured up images of spinners or cubes, both toys which, it’s fair to say, propelled the category into the stratosphere. Now, the word applies to a rather wider assortment of toys, gadgets and doodads – fidget slugs, anyone?

“Our research and experience with buyers so far this year has shown no decrease in demand for fidget toys,” says David Mordecai, CEO of One for Fun – a leader in fidgets, and one of the companies to lead the way on push poppers last year. “We’ve invested heavily in this sector and have led the way with our diverse ranges, so we were delighted to be awarded Craze of the Year in the 2021 Toy Industry Awards for our Bumper Fidget Box. Lots of exciting additions are now coming

through including variations on the fidget theme, and hybrid products which combine best-selling fidget concepts. Our research department is always on the lookout globally for play trends we can adapt to make cost effective, fast-moving, high-quality products.”

Rick Derr at US retailer Learning Express also says that pocket money toys with ASMR (Autonomous Sensory Meridian Response) features are popular.

There’s a train of thought that demand for these soothing products is a direct result of the stressors that have emerged over the last few years and their impact on children, and this is perhaps particularly true of brands that make us feel good - the toys that simply bring a smile to your face. If they’re soft and squeezable, even better, and that’s where Squishmallows comes in. To say Squishmallows has been a runaway success is understating things. A brief Google search reveals more than a few influencers with a feverish obsession for collecting the plush characters. There’s even a lucrative (and fiercely debated) resale market online among collectors, with one telling The Guardian that she attributes the huge rise in Squishmallow popularity to upheaval brought on by the emotional impact of the Covid-19

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pandemic. And as we’re all painfully aware, there’s even more stuff to worry about this year. Hold those Squishmallows tight, folks.

“We have something very special with Squishmallows,” says Alexandra Painter, marketing director at brand owner Jazwares. “Their unique designs, tactile feel and individual personality bios have multi-generational appeal which has created a very broad fanbase. The fans have a deep emotional connection with the brand, and we have an incredibly passionate and active online community, who love to share their collections and post about their ‘Squish hunts’ across social media. The Squishmallows fan community is the single most important element of this brand.”

Sure to further fuel all this Squish-mania, over 180 new Squishmallow characters will be launched this year, from Bijan the Dumbo Octopus, Easton the Anglerfish and Gideon the Guacamole to licensed offerings: well-known characters from Disney and Pixar properties including Star Wars and Spidey and his Amazing Friends, as well as Hello Kitty, have been transformed into collections of cute Squishmallows companions.

Feature

Pocket Money Toys & Collectibles

As with so many things in our increasingly connected, technology driven world, social media has had much to do with the success of Squishmallows.

Fans including Charli D’Amelio, Lady Gaga and Kim Kardashian have shared their love of the toys across various platforms, while more than 7b+ organic impressions from the wider Squishmallows community are also fuelling the rush on retailers whenever new stock arrives.

Social media is also important for another major player in the Collectibles world: MGA Entertainment.

The company, which counts collectible brands including L.O.L. Surprise! and Na! Na! Na! Surprise in its portfolio, keeps a close eye on emerging trends that could translate into new product. Noting that reactivity and speed to market are essential to success in what is a very competitive marketplace, Michelle Lilley, marketing director UK & Ireland, says the MGA team is particularly aware of the fast-paced TikTok arena and its impact on playground trends.

“Our teams are always looking ahead to identify the next hottest trend that will resonate with our audience, which we can tap into across the PR and social media landscapes,” she tells Toy World. “It could be anything from a trending TikTok dance that we can bring into influencer partnerships, to spotting young talent that’s gaining popularity. At the same time, we work hard to ensure any trend-led or reactive campaign keeps the core brand values of confidence, individuality and selfexpression at its heart.”

Michelle continues: “L.O.L. Surprise! remains central to MGA’s collectible portfolio. The brand has been performing at a consistently high level and we’re confident it will secure the No.1 toy spot in NPD this year. Our focus for 2022 is on creating as much engaging content as possible to engage both new and existing fans with the world of L.O.L. Surprise!, as well as continuing to drive sales to the segment with key purchasers. We’ll be working on compelling digital content, experiential activity, disruptive POS creatives and much more.”

The Pocket Money Toys & Collectibles category might be crowded and competitive, but that doesn’t mean new brands can’t break through. I’m expecting big things from Moose Toys’ new Magic Mixies Mixlings, the collectible range that follows on from Magic Mixies, one of the standout toys of Christmas 2021, while KAP Toys is launching blind-box retro-style collectibles based on the smash-hit Netflix property Stranger Things. And having seen great success stateside, Just Play UK is excited to introduce its ASMR range Sensory FX to the UK marketplace.

Schleich, meanwhile, is expanding its collectibles

range with the introduction of bayala Hatching Baby Dragons and Kittens. There are six of each to collect including two rare transparent, sparkling figures.

Setting the new range apart from the company’s current blind-bag offerings, the Dragons and Kittens come in cute little eggs, which can be used as storage for the toys or other small keepsakes. Paul Dearlove, Schleich’s trade marketing manager, told Toy World this was a ‘natural development’ for the company which will take it into new areas.

“Schleich is a very collectible brand, so even before we put our figurines into blind bags for the first time, consumers were going into stores regularly looking to add to their standard figurine collections,” Paul says, when asked what the Hatching Baby Dragons and Kittens range offers from a retail perspective.

“Mini collectibles are therefore an obvious transition for the brand. Though our collectible ranges form part of our core franchises they’re also a subsection of their own, providing retailers with an incremental sales opportunity and giving consumers the chance to make an additional purchase at the till via our CDUs. Priced appropriately, and visibility attractive, they serve as both impulse buys - treats and pocket money purchases - while also tapping into the current demand for surprise collectibles.”

T-Racers from Magic Box Toys launched last year and – supported by the new UK Magic Box team – enjoyed a very strong few days at Toy Fair 2022. The company’s impressive stand featured a huge wall that showcased the collectible cars and drivers to great effect, as well as the mix & match possibilities the range offers. T-Racers has also benefitted from the ecofriendly makeover first seen with Super Things. Single use plastic has been removed from the packaging as part of Magic Box’s efforts to become a more ecofriendly company, a project it has been working on for some time, according to UK managing director Nicola Bergot.

“At Magicbox, we think it’s really important to play our part,” she explains. “Children of all ages are very aware of the single use plastics issue, and, as a toy company, we need to respond to this challenge by giving them the great toys they want without all the plastic window boxes and casings. The new look T-Racers, with its cool and colourful box - a new design for the sustainable packaging - was a real hit at Toy Fair. With T-Racers, kids get the excitement of ripping open the paper envelopes hidden in the box and then making their own car. But the real beauty is that all the car parts and drivers can be mixed and matched to create customised cars as you increase your collection.

With a full range of play sets across all the key price

Toy World 74

points, cars and drivers can enter a play world that includes a Dragon Loop, Pirate Shark, Rocket Launch and a Turbo Truck – and all come with an exclusive car and driver.”

Sustainability is also a major factor behind the success of the hugely popular pocket money arts & crafts brand Eugy (read more about this in the Q&A on p. 76). Brainstorm, the UK & Ireland distributor of Eugy, has also been removing single use plastic from other brands including StikBot and KlikBot, as well as its Torch & Projector range. Pogs, too, is poised for its big UK comeback with a new, eco-friendly cardboard design: readers can find out more about this and Pog Unlimited’s search for UK partners, in the exclusive Q&A on p. 14. I have a packet of these sat on my desk right now, and as an 80s baby, I’m delighted by the thought they could soon be returning to toy retailer’s shelves in this country. I’m sure many others will be too – I know Dave Middleton is.

The kidult market might be booming, but the Pocket Money Toys & Collectibles sector has always been one in which child purchasing plays a significant role.

Many kids in the UK & Ireland receive pocket money or other allowances, and toys such as those mentioned above can be the perfect thing to spend it on. One For Fun’s David Mordecai says he’s aware of a recent Barclays Bank survey that indicates pocket money is rising well ahead of inflation to £7.58 a week. This, he tells me: “can only be good for those of us who are invested in child funded purchases.” What follows is wild speculation, but I do wonder if the soaring cost of living we’re all now facing might result in pocket money amounts coming back down – but also Pocket Money Toys & Collectibles becoming a more attractive proposition for adult gift buyers, be they parents, grandparents or aunts and uncles. After all, there’s currently a wealth of genuinely brilliant toys on offer for very modest sums of money, and we know kids love them. If disposable income is going to become much tighter, these products could provide a solution for what to buy for any occasion requiring a present.

Either way, competitively priced lines are essential in driving footfall into toy stores in the first three quarters of the year, and the current cost of living squeeze will arguably make it even more important to have a strong offering to tempt kids and adults into stores on a regular basis.

So how can retailers make the most of the lines they choose to offer? Alex at Jazwares says the company supports the Squishmallows brand with window displays, incremental space opportunities and in-store merchandising options, and encourages stockists to make full use of the social media scene where a lot of fans lurk, especially TikTok and Instagram. MGA invests heavily in adult- and child-targeted media for its hero launches, while retail-led creative POS solutions help secure in-store purchases and drive footfall. Like Jazwares, MGA is finding that social media is becoming a bigger part of the marketing mix too. Summer will see Magic Box roll-out a heavyweight campaign for T-Racers spanning TV, social media and kidfluencers. Adopting a content-driven strategy, the company will also release 12 exciting new T-Racers webisodes to drive excitement among young consumers.

I also asked David Mordecai what advice he had for his retailers. He replied: “Our retailers don’t need advice from us on how to maximise their sales in this category - judging by the number of orders coming through, they’re managing that just fine.”

Over the coming pages, Toy World takes a look at the latest Pocket Money Toys & Collectibles kids will be itching to spend their money on this year.

newsanalysis

Collectibles kids want to keep Eugy, the arts & crafts brand that lets kids build adorable cardboard models of animals, has been a huge success for Brainstorm Toys – and its eco-friendly credentials are being touted as one of the main reasons. Debra Tiffany, marketing manager at Brainstorm, tells Toy World how the company will be building on the brand’s momentum.

Eugy has been in the market for several years now, but sales don’t seem to be slowing – how is the range currently performing?

We launched Eugy at Toy Fair 2019 to a phenomenal reception. Everybody loves the mindful process of making a cute and sturdy Eugy figure. Sales have continued to outperform predictions: as soon as stock hits the warehouse it’s leaving for retailers. We keep retailers abreast of new phases and additional lines so they can order in advance and not miss out. By the end of the summer, we’ll offer 50 styles for UK & Irish retailers, with more coming through including British animals.

To what extent to do you think Eugy’s eco-credentials are behind the success of this range?

Eugy’s sustainability is a huge factor in its success, with retailers and consumers alike looking to become more environmentally friendly. In 2022, new Eugy production runs will benefit from FSC-certification on both product and packaging. Consumers will see the FSC logo and registration called out on the packaging, and we’ll be highlighting the certification in our copy and images too.

Do you think toys like Eugy have changed the widespread perception of collectibles and pocket money toys?

Our innovative display solutions have helped retailers maximise sales.

This year we’ve launched an FSC-certified, fully sustainable FSDU with the capacity for 48 Eugy styles, developed in response to retailer demand following the significant growth within the range. We introduced these at Toy Fair 2022 and sold straight out: customers appreciate how simple the FSDU makes it to communicate not only the brand’s eco-credentials but also its diversity and quality. We have more of these on the way, so those retailers that missed out at Toy Fair will have another opportunity to secure one. Other sustainable POS options are also available. Finally, we’ll be supporting the brand with marketing and PR throughout the year.

Away from Eugy, how else is Brainstorm making its pocket money toys and collectibles more sustainable?

As a company we’re working towards net zero, and we’ve identified single-use plastics across our packaging that can be removed. In fact, it’s Collectibles where we’re having the biggest impact, with new plastic-free packs for our Torch & Projectors, StikBot and KlikBot packs. Nothing has been compromised – if anything, the products look more impactful on-shelf than ever before.

Perhaps incorrectly, people often perceive pocket money and collectibles as disposable, ‘flash in the pan’ products due to their price point and the way they are marketed. However, I think there’s a shift underway in the sector. Manufacturers are adding more value and longevity to their toys, so they aren’t just a ‘play once, throw away’ product. Brands like Eugy are at the forefront of this. Kids love them for their cuteness and collectability, while parents are attracted to their eco-credentials and the fact they offer so much play value.

What does Eugy offer from a retail perspective, that other collectibles and pocket money toys don’t? And how are you supporting Eugy at retail this year?

Eugy traverses multiple categories - toys, arts & crafts, collectibles, pocket money, gifts and eco-friendly products – so it sits well in any retail outlet offering childrens’ products.

Character Options 0161 633 9800 | www.character-online.com

| sales@charactergroup.plc.uk

Character Options is a go-to supplier for pocket money toys this year, with a raft of collectibles in its portfolio that pack sensory appeal in spades, including DoodleJamz, Heroes of Goo Jit Zu and Mash’ems.

DoodleJamz is a cool and creative new brand offering kids a fun, mess-free way to design, create, paint and play. Inspired by the TikTok trend of creating DIY sensory bags, kids can pick from DoodleJamz JellyPics and DoodleJamz JellyBoards. DoodleJamz JellyPics have transparent jelly with various colours of squishy beads. Each frame comes with a cardboard backer and picture, allowing kids to use the easy-to-use stylus (or their fingers) to sculpt the coloured beads on top of the picture to create exciting and unique combinations.

DoodleJamz JellyBoards, meanwhile, have two layers of coloured jelly, creating an amazing sensory touch and feel. The double colour depth means kids can achieve a higher level of complexity with their artistic creations by forming shapes in the jelly or drawing in the negative space. Like JellyPics, JellyBoards come in a plastic frame and are accompanied by a shaping stylus and removable paper background. The backgrounds can be swapped in and out with ease. Any picture or design can be used; kids simply upload and scale their chosen image on the DoodleJamz website, then print and insert the background ready for paint, play and styling fun.

Mash’ems provide the squish kids can’t resist. This licensed surprise reveal range allows kids to find all their favourite characters hidden inside cool Mash'ems capsules. The latest collections include Batman and the Amazing Spidey and Friends. These new licences join the likes of other power properties including Paw Patrol, Peppa Pig, Disney Princess, My Little Pony, Harry Potter, Disney Frozen and Toy Story, with lots of new waves available to collect throughout the year.

From the world of Heroes of Goo Jit Zu comes both Jurassic World Minis and a new series of Marvel Minis. These pocket-money priced playground collectibles offer fans a fresh way to play with ever-popular brands. Smaller in size but big in stretch value, Heroes of Goo Jit Zu Minis present the Marvel Universe and the realm of Jurassic World as kids have never seen them before.

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8 NEW Schleich® Horses OUT NOW! 3 NEW Playsets in July

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12 Baby Dragons and Kittens in April 7 Candy Unicorn Foals OUT NOW!

Schleich UK Ltd, Hercules Way, Leavesden Park, Leavesden, Watford, WD25 7GS For more information, please contact your Schleich® representative, or contact us on 01279 870 000 or orders@schleich-s.co.uk

Pocket Money Toys & Collectibles

Flair 020 8643 0320

| www.flairplc.co.uk

From a battle-ready licensed line to pop-and-swap mini-figures, Flair has a host of collectible pocket money toys that will keep kids entertained this year.

Battle Cubes will be bringing some healthy competition to the pocket money aisle this spring. Kids can use the cool and collectible licensed Battle Cubes to challenge their opponents to a rock-paper-scissors-style fight like never before.

To play, each battler must first select their secret attack. Then it’s time for the opponents to launch their Battle Cubes. The winning cube will capture the loser using unique, patented transformational technology. The range launched in March with two licensed versions - Marvel Spider-Man and Marvel Avengers – and total of 48 tokens to collect, exchange and turn into a unique mini puzzle.

Kids can also discover a new collectible line-up of mini-figures with Action Heroes. These interchangeable figures feature pop and swap head and body pieces, and double-sided faces that show different expressions. Children can mix & match the pieces to create new combinations; the more figures they collect, the more characters they can create. Once the characters are assembled, collectors can then build their own Action Heroes worlds, with play sets and vehicles also available. The collection launches in autumn/winter with two themed worlds to build, which bring the excitement of the police force and the awe-inspiring era of dinosaurs to life.

IMC Toys 01904 720 908 | www.imctoys.com

| info.uk@imctoys.com

Cry Babies Magic Tears are smaller, collectible versions of IMC’s best-selling Cry Babies line. The brand has seen substantial growth over the past two years and is to benefit from implementation of a licensing programme for the UK market.

Cry Babies Magic Tears Happy Flowers is the latest series to launch. The line introduces nine flower themed characters for children to collect, each complete with its own unique floral scent. The dolls come hidden in a flowerpot-shaped capsule which is only revealed once the colourful cotton candy is removed. The flowerpot packaging doubles as a play set and includes a flower-shaped dial which can be turned to ‘grow’ three flowers.

Like all Cry Babies Magic Tears, the Happy Flowers dolls cry real tears when their bellies are squeezed after they drink water from their bottles. Their tears also have magic properties: dropping their tears onto the flowers in the pot reveals their smiley faces. The smiley faces disappear when the tears dry, allowing children to repeat the play pattern.

Cry Babies Magic Tears Happy Flowers come with eight accessories hidden in each flowerpot: the magic baby bottle, a dummy, necklace, perfume bottle, mirror, watering can and sticker sheet, plus one unique character accessory.

Following the success of 2021’s Cry Babies Magic Tears Dress Me Up collection, a second wave has launched, bringing new fashions and interchangeable outfits. There are 12 dolls to collect plus a rare character to discover. Each comes in a wardrobe capsule that doubles as a play set, with eight surprises inside.

The Happy Flowers and Dress Me Up characters can be seen in new episodes of the Cry Babies Magic Tears animated series on IMC Toys’ official YouTube Channel, Kitoons.

Content and videos can also be viewed across the Nickelodeon network, the Nick Jr.co.uk dedicated digital hub and streaming platforms.

Bubiloons are cute animal characters that live in a candy world, navigating their way through day-to-day experiences and challenges using their imaginations - and by blowing bubbles. Combining a unique design with an innovative bubble-blowing play pattern, Bubiloons are brought to life with the launch of 12 animal collectibles, plus one rare special character. The collectible characters are hidden in gumball style capsules and are discovered only once the heart key is turned and the ‘gum-balls’ drop to reveal which surprise Bubiloons is inside. Each Bubiloons blows up balloons which can then be customised with hidden accessories and displayed in the open capsule.

12x1-minute animated episodes are available to watch on Kitoons, further establishing the Bubiloons world and helping to build a unique brand connection between content and the toy range.

Lucky Bob is a new collectible focusing on empathy, friendship, and kindness. A regular boy, Lucky Bob finds himself in all manner of comical situations, in which he navigates with his sense of humour and cheerful disposition. Supported with a dedicated Lucky Bob YouTube channel, plus short form content and toy play episodes, longer-form content is planned throughout the year. The collectibles range features 60 common, rare, ultra-rare, exclusive and special finish Bob figures to collect, found within the Single Pack, Twin Packs, or Gift Packs. Each of the packs includes figures as well as unique accessories kids can use to recreate fun mishaps, plus character cards for scanning and linking to content and the Lucky Bob app.

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10 NEW Schleich® Animal Figures OUT NOW! 6 NEW Playsets in July

NEW

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9 NEW Schleich® Animal Figures OUT NOW! 4 NEW Playsets in July

Schleich UK Ltd, Hercules Way, Leavesden Park, Leavesden, Watford, WD25 7GS For more information, please contact your Schleich® representative, or contact us on 01279 870 000 or orders@schleich-s.co.uk

Pocket Money Toys & Collectibles

One For Fun 0141 613 2525 | www.oneforfun.com

| sales@oneforfun.com

One for Fun offers a wide selection of pocket money lines. Winner of Craze of the Year at the Toy Industry Awards 2021 for the HGL Bumper Fidget Box, the company has entered 2022 with all manner of new fidgets and fun things for kids to discover.

Kids can look forward to Pushpoppers galore this year, as One For Fun introduces a new hybrid Fidget Ball.

Combining the squishability of a squeeze ball with the popability of a Pushpopper, this new combination was well received at Toy Fair. Another predicted best-seller for this year is the Rainbow Fidget Slug. Available in two sizes, this articulated, surprisingly cute slug moves and sways, and the cups that make up the slug’s body can be swapped to create custom colourways. The Rainbow Fidget Slug will also be available in solid colours and a glow in the dark version.

Also proving popular is the growing range of innovative collectibles tubs. These lifelike Dinosaur heads open to reveal a stash of lifelike mini dinosaurs. Kids can choose from a Triceratops or a T-Rex Head in small or large. Striking Sharks Head Tub and Tiger Head tubs are also available, filled with sea life creatures or wildlife figurines respectively. Top up packs of figures are sold as a standalone option and the tubs look great on-shelf. This year also sees the introduction of the new Squishy Cute Animal Tub, filled with adorable, squeezable squishy friends. Each tub contains 18 animals, with nine individual designs all in pretty pastels.

Tobar is introducing even more fidget lines to its portfolio. Jumbly is a fun and colourful fidget toy made from several turning pieces that can be bent, twisted and jumbled into seemingly endless configurations, making it an incredibly addictive and on-trend gadget. The Jumbly Brights range features five designs made up of a series of colourful links.

The range will benefit from numerous line extensions throughout the year, while the Jumbly Metallics range is available now.

Keeping on with the squishy, scrunchy theme, Scrunchems, the squishy ball range, is proving a hit. This year welcomes new introductions featuring more unique designs at a great price point. These cover a wide spectrum of colourways and sizes including glow in the dark, textured sensory noodles, fashionable neons, colour change, glitter and rainbow. All come in eye-catching packaging and many are available in multipacks. More than 100 non-fidget pocket money lines will also be introduced across One For Fun’s brands.

Sinco Creations 0161 737 7464 | sales@sincocreations.com Sinco Creations has announced its appointment as exclusive UK & Ireland distributor for PMI’s Zzzopa Ball. The move follows the company’s deal with the developers of The Original Zzzopa for worldwide manufacturing and distribution.

With the fidget trend continuing to be hot, Sinco says it’s the perfect time to launch a new spin on the fidget category. Boasting high-speed spin technology, Zzzopa is both far from the average spinner and much more than just a bouncy ball.

The Original Zzzopa, and its little brother mini Zzzopa, which has been designed for smaller hands, will come to the market this spring. Both have been engineered for indoor and outdoor play and encourage physical activity as well as individual and team play, as kids discover and learn endless challenges and tricks. Zzzopa balls also offer kids a calming effect, with a fidget spin function that can help fight stress and anxiety while also relieving boredom.

Sinco is investing heavily in social media to ignite a Zzzopa ball craze. Original and Mini Zzzopa are available in 10 different sport ball designs that will appeal to boys and girls alike and are presented in assorted CDUs.

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Bandai UK

020 8324 6160 | www.bandai.co.uk Bandai UK continues to evolve its collectibles portfolio throughout 2022 with the unveiling of new ranges and extensions within its best-selling toy and collector brands.

Last year’s No.1 kids show on Netflix, and the current No.1 kids TV show in the UK, European and Americas markets, Miraculous continues an upwards trajectory for the business. With a new animated series and feature film planned this year, and a follow-up movie in the pipeline for 2023/24, Bandai UK has introduced new styles to its sell-out collectible Kwami Surprise character figures.

Providing a pocket-money purchase option within the range, children are given the opportunity to unlock the magic as seen in the animated series at an entry level price-point. The collectibles themselves are housed in Miraculous blind boxes and are moulded holding their precious Miraculous. Q3 will also see the introduction of limited edition, translucent glitter Kwami characters, bringing a rare chaser element to the assortment.

Six of the show’s major characters feature within Bandai’s collection of 12cm collectible small dolls. Ladybug, Marinette, Cat Noir, Adrien, Queen Bee and Rena Rouge come with 15 points of articulation and removeable signature accessories.

NanoBytes are cool collectible real-life items built from mini pixels. With over 100 toys to collect, the NanoBytes brand bridges physical and digital play to offer an exclusive ByteWorld experience. Children scan the QR code found on each collectible NanoByte to unlock a host of fun facts, jokes, how-it-works facts and world records. They can then download the free ByteWorld app and enter a unique code to earn virtual ByteCoins for saving and spending in their own ByteWorld. There, they get to grow their world and can spend ByteCoin to play games, get exclusive characters, build themed stores and play quests. The more NanoBytes that children collect, the more ByteCoins they can earn, and the bigger their ByteWorld empire becomes.

Offering long-lasting, repeat play value, NanoBytes are available as blind foil-bag collectibles, complete with ByteCoin unique code stickers and a collector’s leaflet. A 2-pack Nano Case, 5-pack and 10-pack blister packs are also available to further drive collectability and enhance purchase choices.

The collector market is fundamental to Bandai’s early and ongoing success. The entire category portfolio is supported with all-new social media channels to build on an already existing strong community of Bandai collector fans. As distributor for McFarlane Toys, Bandai UK offers a range of latest properties for the High Target Collector Market, plus high quality, playable toys with mass market appeal. A new cross-brand 5” action figure collection offers fans of Dragon Ball, Naruto Evolve, Star Trek, DC Retro Superpowers, Gundam Infinity, Avatar and My Hero Academia an entry price option.

Fans of Dragon Ball, one of the most successful manga and anime series of all time, are provided an entry-price action figure range with Bandai’s highly articulated Evolve Action Figures. The 12.5cm figure range recently welcomed versions of Super Saiyan Gogeta, Ultra Instinct Goku Sign and Super Saiyan Future Trunks to the range, introducing Dragon Ball play to the range at pocket money price points.

Bandai’s Shokugan brand comprises affordable, high quality, limited-release miniature collectibles from a variety of anime and gaming licences. Popular within both the collectors and mass toy markets, the current collection includes two Nintendo Gaming licences: Animal Crossing and Kirby. Reflecting the game’s core themes - cultivating a community on a small island and befriending anthropomorphic animal characters - the Animal Crossing dolls include a range of 5.5cm flocked figures available as singles or complete wave gift sets. The nineties classic, Kirby, is available as miniature 4.3cm PVC figures in a range of different outfits and supporting cast members. With a low suggested RRP, the range is an affordable and attractive option among fans wanting to create their own collections and help save Planet PopStar.

DKL-Beysal 01604 678780 | www.dkl-beysal.uk DKL-Beysal distributes a range of pocket money toys and collectibles from across its portfolio, including Plus-Plus, Breyer and Hama Beads.

The Hama Beads brand continues to impress with its variety of fun and affordable products. A popular pocket money option, the small blister packs feature a range of designs suitable for any child. Each pack contains a themed pegboard and an assortment of colourful beads to create a unique piece of art, that - once ironed - children can either play with or use for decorative purposes. Designs include dinosaurs, princesses and glow in the dark.

Mystery Horse Surprise is the latest blind bag creation from Breyer Model Horses. The new and trending blind bag collectible allows horse lovers to collect six beautiful horse breeds, plus rare and super rare chase pieces.

The unique and colourful construction range Plus-Plus allows children to build striking 2D mosaics and 3D creations. Plus-Plus offers a wide range of reusable themed tubes including Zoo Animals, Dinosaurs, Aquatic, Space and much more. Each tube contains 100 Plus-Plus pieces and instructions to create 3D models. An extensive colour range, including glitter tubes, is available at impulse price points.

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Click Distribution (UK) 0330 123 2559 | click@clickdistributionuk.com Click Distribution welcomes a number of exciting new properties and products for 2022. A property to watch, Pet Simulator X is ramping up. Made by Big Game Simulators, Pet Simulator sees players start with a dog or cat as a pet.

After choosing their canine or feline companion, players collect coins and chests scattered throughout the map, buy new areas to explore or purchase ‘eggs’ that produce more pets for trading or collecting. Pet Simulator X is currently averaging over 25m plays per day and is currently the No. 1 Top Earning game on the Roblox platform, making it one of the biggest games on the planet right now. This June, Click will bring the gameplay to life with the launch of Mystery Pets collectibles, collectible plush and exclusive bundles, all based around the latest instalment of Pet Simulator X. The range will be supported by a hard-hitting campaign across YouTube, kids TV and social media.

June also sees the launch of the highly anticipated master toy line for Yu-GiOh!. The Yu-Gi-Oh! Trading Card Game was launched by Konami in 1999 and has gone on to be one of the highest selling TCGs of all time. For summer, Click will be introducing Yu-Gi-Oh! action figures, plush, mini figures, collector bundles and electronic role-play items featuring accessories and exclusive trading cards. All these lines will be supported by an extensive marketing campaign across YouTube, kids TV and social media from launch.

Bee Swarm Simulator Core Bee Packs, plush assortments and Hive bundles have got off to a blistering start, selling out in only three days. Retailers are advised not to miss out on the next wave of product, which will be available from May. Piggy continues to go from strength to strength. The game has now racked up over 10b+ plays and is a Top 5 game on the Roblox platform. Piggy Intercity launches this month and a further six chapters will be released throughout 2022. The autumn/ winter product offering continues to expand with all-new action figures, plush, mini figures, head bundles and construction sets.

It’s been a big year for trading cards and stickers. Panini’s Premier League Collections are growing week on week and maintaining the No.1 spot in the UK. Premier League Score, Panini’s first ever UK dedicated hobby product for Premier League, has also got off to a strong start.

This month sees the launch of the highly anticipated Warhammer Sticker Collection followed by all-new Minecraft, Fortnite, Marvel, Harry Potter and Lightyear Movie collections. Retailers should also look out for the launch of the highly anticipated Women’s Euro 2022 Sticker Collection, and to close out an incredible year Click will also be bringing consumers the Official FIFA World Cup Qatar 2022 Collections.

Hexbug 01925 854 282 |

www.hexbug.com

Launched in 2021, the JunkBots range of collectibles keeps on growing. Available in everything from Trash Bins to large play sets, JunkBots offers kids the chance to either follow the instructions as they build a robot character out of junk, or add extra parts to make a unique creation of their very own. With over 60 characters to collect, there’s an element of surprise in every pack: kids don’t know what they’ve got until they unlock the box and empty out the contents. The new JunkBots Metro Sewer System set comes with over 285 pieces and 15 stages of fun to discover.

Bigger and faster than the original nano, nano Flash glows with a coloured LED light and is powered by nano vibration. From singles to play sets, the nano Flash range will be a key focus in 2022 as Hexbug celebrates its 15th birthday by reintroducing some of its best-sellers to a new generation. One of the biggest nano habitats available, the Nanoplex includes over 40 easy-to-connect pieces, plus two nano and two nano Flash bots, allowing kids to build their own obstacle course from tracks, jelly walls, merry-go-rounds and arches. Nanoplex displays let consumers see the full effect of the lights.

From the Micro Ant to the Dragon, the Micro Robotic Creatures range includes many different autonomous and RC creatures. Featuring realistic scurrying motions, there are a variety of bugs in a rainbow of colours to collect, each with their own personalities and quirks. The popular Hexbug Dragon slithers across any surface, breathing LED ‘fire’ and roaring ferociously at all who dare to come close. A remote control lets users decide the movement of the dragon’s body parts, from its rubber rotating paws and adjustable wings to its flexible tail that moves from side to side.

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Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Master’s comprehensive portfolio of brands contains a strong selection of collectibles at pocket money price points. From popular brands such as Hatchimals and Wizarding World, to newer brands such as P.Lushes, there’s a wide range of options for kids looking to spend their pocket money and build out their collections.

Kids can now expand their Hatchimals Colleggtibles collection with sweet siblings from the all-new and adorable Hatchimals Families. Each family has its own unique look and theme inspired by its favourite activities. Eight cute Hatchimals Families are ready to be discovered, including the Cat Dancers, Lion Artists, Bat Musicians, rare Dog Pilots, super rare Fox Pageant Stars and more. The Sibling Pack is the perfect way for new collectors to start building their families. Each Sibling Pack comes with a Hatchimals egg stuffed full of fun surprises: one Big Kid, one Baby, a pair of wings for the Big Kid, and a reusable egg that becomes a cool hangout. Which Hatchimals siblings are inside the egg remains a surprise right up until the moment of reveal.

Also new from Hatchimals this season is the Colleggtibles Family Spring Basket. Filled with pastel-printed eggs and six of the Bunny Bakers siblings, this basket is bursting with springtime fun. The Family Spring Basket is a must-have for any Hatchimal collection and is perfect either on its own or as a gift for special occasions.

Ideal for little fashionistas, new Micro Purse Pets from Spin Master will be a popular choice among those looking for a small bag that makes a big statement. These tiny totes each have their own unique look and feature pop art-inspired eyes that roll when kids open and close the zip. The new Micro Purse Pets collection features six different animals with unique fabrics and textures like denim, soft Sherpa plush, holographic patent faux leather, glitter accents and much more.

Ahead of The Batman, which was released in cinemas at the beginning of March, Spin Master has launched an exciting selection of collectible movie themed action figures for fans to enjoy. The 4” movie action figures take the Batman adventure to the next level with accompanying mystery cards and three unique accessories, while 12” movie action figures are also available. Each features 11 points of articulation, a cloth cape and detailed movie styling that brings each character to life. DC fans can start their collection with Batman, Selina Kyle (Catwoman), The Penguin, and more.

P.Lushes Pets are designer plushies from all around the world that love to look their best. This stylish squad of fabulous fashionistas serve chic with a sprinkle of attitude and a whole lot of glitter. Luxe, premium fabric and a sparkling collar enhance their fashion-inspired looks. Kids can collect them all, including the Limited Edition and Special Edition rare versions.

Perfect for collectors seeking a bit more action, Spin Master also offers official 1:64 scale die cast Monster Jam monster trucks. All-new trucks join the range this year. These Monster Jam machines feature more details and graphics than ever before, with official BKT Tyres, stylised chrome rims and an authentic chassis with chrome detailing. Each 1:64 scale truck now comes complete with a driver moulded into the driver’s seat and a barrel, ramp or crushed car accessory play piece (accessory may vary).

Kids can use the accessory to create their own stunts and jumps as seen in the live shows and keep track of their collection with the exclusive collector poster included in each pack.

Sports enthusiasts of all ages can show off their fingerboarding skills while collecting the Tech Deck 96mm boards 1-packs. Tech Deck brings skateboarding fans the real deal in the form of authentic fingerboards from real skate companies including Blind, Baker, Primitive, Finesse, Santa Cruz, Plan B, Sk8mafia and Toy Machine. They are the perfect gift for all skateboarding fans to collect and play.

Spin Master also offers a great selection of pocket money collectibles from the Harry Potter themed Wizarding World brand. Young witches, wizards and Muggles alike can recreate their favourite scenes from the magical franchise with these must-have collectible Harry Potter toys. The Wizarding world 3” mini dolls are highly detailed to bring the beloved Harry Potter characters to life.

Cepia 07967 004 585

| www.catsvpickles.com | Paul@allin1products.com

Fresh from the hilarious world of Cats vs Pickles (CVP), in which cats are afraid of pickles but the pickles just want to be friends, comes a host of collectible new characters.

Kids can now get their hands on more than 100 different designs in the 4” Collectible Plushie range, with the promise of more to come.

July sees the launch of the Gold Wave, comprising 60 4” super-soft, bean-filled Squidget collectibles to discover across five assortments. Also available are Gold Wave Mystery Bags, which offer kids a further 96 characters to collect across eight assortments.

The recently introduced CVP Chonks are 6” collectibles that deliver the fun of the original plushies on a chonk-size fat cat scale. Two inches taller and that extra bit plumper, these lovable Chonks come in a vibrant choice of styles. Chonks are available as an open assortment with 12 never seen before designs. A Gold Wave refresh is coming in Q3.

A new generation of collectibles is also on the way from the CVP range. Kittens vs Gherkins is an adorable range offering kids baby versions of the most popular CVP characters. This line also serves up a double helping of collectible cuteness, with Kittens vs Gherkins available as 2-packs from July.

July also sees the versus world expands with the arrival of Dogs vs. Squirls. This backyard battleground brings two new teams to the fore: the adorable Dogs have their own personality traits and issues, but their main job is to guard their house from intruders.

The Squirls, meanwhile, are mischievous marauders with one mission in life: to destroy the houses that the dogs are trying to defend. The collection launches with 60 4” beanfilled plush characters to collect across open and Mystery Bag assortments, as well as 24 6” Dogs vs Squirls Chonks.

Each property is supported with short form animated content to run on YouTube, streaming and social media.

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MO RE NEW COLINES SOMING ON

+44 (0) 0141 613 2525

sales@oneforfun.com

oneforfun.com

Pocket Money Toys & Collectibles

Lisciani www.liscianigiochi.com

| Paul@allin1products.com

Lisciani is set to launch a cool and collectible range of Barbie Dough.

There are lots of different doughs to collect at an ideal pocket money price point. Kids can choose from a wide range of colourful and glittery modelling clays. Each comes packaged in a fashionable, heart-shaped tub. Under the lid of all Barbie Dough pots, children will find a fun Barbie Dough stamp which creates a cute Barbie image. This can be used to shape the dough, but children can also use their imaginations to mould the dough into fashion creations fit for Barbie herself. Barbie Dough also comes in multi-packs, play sets and creative kits.

For more information about the Lisciani collection, which benefits from extensive marketing and PR support, please get in touch with Paul Fogarty from Two in 1 Direct on the email above.

Mattel 01628 500 000

| www.mattel.com

Mattel will offer an impressive range of collectibles and pocket money toys in 2022 from its portfolio of world class brands, including Barbie, Hot Wheels, Thomas & Friends, Polly Pocket, Jurassic World, Minions and Minecraft.

Barbie launches the cutest unboxing experience ever with the new Barbie Cutie Reveal range, an exciting new evolution of the brand’s popular reveal segment. With 10 surprises in each package, the Barbie Cutie Reveal dolls provide kids with the ultimate in unboxing fun, featuring soft plush animal friends and fashions, surprises and transformations. Series 1 includes a bunny, kitten, puppy and panda, plus four surprise bags in each package. Barbie also continues to expand the Color Reveal range with the new Mermaid Series for Barbie & Chelsea.

Hot Wheels die cast are the world’s No. 1 toy, with fresh new cars to collect in every mix. In 2022, Hot Wheels introduces the Hot Wheels Car Culture Circuit Legend line, featuring awesome 1:64 scale vehicles with realistic castings and authentic decos. This premium assortment features a variety of special categories and themes that will appeal to kids and collectors alike.

New to the Hot Wheels Monster Truck range is the new Glow in the Dark line. Simply turn out the lights for glow-in-the-dark smashing, crashing and stunting fun with Hot Wheels Monster Trucks Glow in the Dark 1:64 assortment vehicles.

Polly Pocket, the original micro doll brand, welcomes new themed compacts to the Pocket World Assortment including the Outdoor Sports Football, Arcade Game, Aquarium Otter and Performance Bow. Each set includes two dolls designed to offer new articulation, with five moveable joints for richer pose and play action. The compacts come with a strap so kids can wear them as a wristlet or purse for anywhere, anytime Polly Pocket adventures.

Kids and Jurassic World fans can be part of the Jurassic World adventure with the Jurassic World Snap Squad Assortment, which is perfect for both collecting and displaying.

These small-scale collectibles of fan favourite dinosaurs combine the aggressive, fierce style of the Jurassic World creatures with a cute stylistic design and mouths that open to ‘snap on’. Snap Sqaud collectibles can be used for fun dinosaur themed play or for adorning a backpack, lunch bag and much more.

Kids can also create, explore and survive with Minecraft Mob Head Minis action figures. These figures have been redesigned with giant heads and moving pieces that make them easy for smaller hands to play with. Showcasing the video game's signature pixelated design, they're perfect for play and display.

Minions: The Rise of Gru Mini Collectible Figures surprise packs include a Minion, a launcher, a buildable card target, a holder and stickers. A variety of characters and movie themes can be discovered, including Construction, Kung Fu and Travel.

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Simba Smoby Toys UK 01620 674 778 | www.simba-dickie-group.de/en |

sales@simbasmoby.com

Simba Smoby Toys UK caters to car and movie fans of all ages with its collectible die-cast vehicle brands Jada Toys and Majorette.

New to the Jada Toys collection is the latest Batmobile to join the Hollywood Rides range. The Batman 1:32 Scale is a perfect replica of the Dark Crusader’s latest set of wheels from The Batman, which hit the big screen last month. The 1:32 scale die-cast vehicle comes with a scaled Batman metal figure. There are now seven 1:32 scale Batmobile with Batman packs to collect, each modelled on one of Batman’s on-screen appearances. Other iconic properties covered by Jada’s Hollywood Rides range include Back to the Future, Scooby Doo, Jurassic Park and more. A best-seller is the 1:32 scale Fast & Furious, which includes detailed replicas of popular cars from the eight-film, multi-billion-dollar franchise, as well as the latest additions from Hobbs & Shaw.

Perfect for both kids and kidult collectors, the Majorette range of die-cast vehicle is small in size but big on detail. This premium range of 3” scale cars boasts opening doors, suspension, transparent front lights and accurate interiors. The collection is available to retailers as a 36-piece CDU containing a variety of 18 models and comprises a strong portfolio of licensed cars to collect including Mercedes, Lamborghini, Audi, Porsche and Volvo. This year will see the addition of exciting new themes, including Italian Dream Cars and Best of British.

Magic Box Toys 01293 222 500 | www.magicboxint.com

| sales@Magic Box-toys.co.uk

Magic Box Toys has a range suitable for every young collector, with an impressive offering of mini-figures, mix-and-race vehicles and mini dolls ready to discover.

Kids can take a trip to Kaboom City, the home of the SuperThings: everyday objects that have been transformed into superheroes or supervillains. Since launch, this popular, TV advertised collectible property has resonated with a huge number of children, and online content and digital campaigns are keeping Super Things fans engaged and on the lookout for new figures. There are many webisodes available to watch via the SuperThings YouTube channel, with new ones being added all the time. Kids remain eager to consume the latest content and then collect the hundreds of new figures launched each year. This year, Magic Box Toys has already introduced the Guardians of Kazoom series, as well as a packaging refresh to reduce plastic packaging waste by 85%. The company is confident its approach to the brand assures longevity: a new collectible range, Rescue Force, is ready to unveil for autumn/winter, further fueling excitement and repeat purchases.

SuperThings Rescue Force promises plenty of action-packed fun, as the SuperThings rally to the rescue to defend Kaboom City’s residents from villains that lurk in the shadows, causing mayhem. There will be 80+ Rescue Force SuperThings to find as 1-packs, each with its own unique special power. Collectors can also find 12 Kazoom Rescue Jets, winged mini vehicles that come complete with a SuperThing and are ideal for soaring above the chaos to catch the city’s resident criminals. Plus, there are six new superpowered Kazoom Kids to discover. Each capsule comes with an articulated super-powered Kazoom Kid figure, as well as an accessory and a SuperThing.

Two new, mighty Superbots will also be bringing their heroic and villainous energy to the fore, for a battle of good versus evil. Each Superbot can be piloted by a SuperThing or Kazoom Kid simply by opening up the top and placing the figure inside. The Superbot will then be under their control, weapons, wings and all.

Offering kids further scope to expand their SuperThings collection are the SuperDinos and the Rescue Truck play set. These items have light and sound effects, and each comes with exclusive characters.

T-Racers lets kids design and build their own cars by mixing and matching parts. Each T-Racer is made up of five different parts, including a driver, which can be interchanged and then raced. The world of T-Racers is brought to life through animated YouTube webisodes, which introduce the drivers and show off the powers of each different car part.

With its exciting and innovative play pattern, T-Racers has got off to a racing start and there’s plenty coming through to keep fans hooked for the months ahead. From July, kids will be able to get their hands on 16 new T-Racers vehicles, collecting all the toys to unlock 500+ vehicle combinations. Fans will be impressed by the Fire and Ice vehicles, which feature special crystal effect detailing, and parents will be impressed with the new eco-friendly packaging. New play sets will also be available across multiple price points, including the XRacer Turbo Truck and Dragon Loop. Both play sets will be TV advertised ahead of Christmas.

Meanwhile, an extra special summer launch comes in the form of KookyLoos Express Yourself Dolls. Children can change the faces of these fashionable, fun-loving mini dolls with just one click; each doll has three different expressions to make imaginative play as realistic and expressive as possible. Pocket money priced and with a collectible element, KookyLoos launch in July with TV and digital support and 24 KookyLoos Express Yourself Dolls to collect. Each KookyLoos doll is unique, with its own personality and hobby, but the group is the best of friends.

The dolls comes packaged in a tube which children can open to find the KookyLoos character hiding inside. KookyLoos also come with their own clothes and accessories. Children tear open the paper bags to discover clothing pieces, fashion accessories and items that link to their hobbies.

KookyLoos have four different squads and are always happy to share with their fellow Squad members, a play pattern that encourages kids to swap amongst their own friends.

Wardrobe and pop-up playsets will also be available, allowing children to extend their KookyLoos world, and each playset comes with an exclusive doll that isn’t available elsewhere.

Must-have Christmas lines include Luna’s Dream Villa and Mia’s Kooky Caravan, which comes with everything needed for a KookyLoos adventure: deluxe campervan, pink sports car and more.

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PhatMojo is not in any way affiliated with Roblox Corporation.

Pocket Money Toys & Collectibles

Schleich 01279 870 000 | www.schleich-s.com/en New for spring, Schleich is introducing its Puzzlemals line. Each creative and collectible surprise pack includes the front and hindquarters of different animals from the brand’s popular Farm World and Wild Life ranges, allowing children to create crazy animal combinations. The front half of the animal is visible from the outside of the packaging, while the rear part remains a mystery until the pack is opened. The first Farm World Puzzlemals collection will include a donkey, lamb, pig, calf, dog and cat, while Wild Life will include a koala, elephant, gorilla, a polar bear cub, fox and a lion cub. A second series will launch in summer 2022 with a further six sets added to each segment. The new additions will bring the total animal variations to an impressive 576, ensuring plenty of fun for animal lovers of all ages.

Schleich’s magical bayala range welcomed seven cute collectible foals with candy markings to its offering in January and a further seven will be available in July. The brand has also further expanded its bayala offering with its first range of mystery collectible eggs featuring cute baby animals, which launched in March. There are six Hatching Baby Dragons in blue coloured eggs and six Hatching Winged Baby Kittens in pink eggs to collect including two rare transparent, sparkling figures. Each of the limited-edition baby animals comes in its own egg which can be used to store the figure as well as a small collector poster. The collectible range is available in a counter display unit for the cashier area with a total of 22 eggs in each CDU. Following the success of series one of Eldrador Mini Creatures, part of Schleich’s Eldrador Creatures range, series two and three will launch in June and September respectively.

Each series will include 13 new collectible Mini Creatures including a golden Mini Hero. Available in a blind bag and complete with a small collector’s poster, fans can stack the creatures up into a mighty pyramid before toppling them over, or place them in one of the four super strong Eldrador Robots.

Hunter Price 0161 653 1306 | www.hunterprice.co.uk Hunter Price International has established itself as a leading destination for fidget toys in the UK over the past 18 months, with its Toy Mania brand. Over 10m Toy Mania fidget toys have hit the country’s most popular retailers and the company remains committed to being both first to market and the No.1 innovator within the sector.

Hunter Price’s market offering gives customers a bespoke and completely scalable solution for retail.

With strength and depth across the range and with varied price points, Hunter Price is able to build tailored FSDUs, CDUs and packages that keep the collections fresh at retail, while regular monthly range updates keep consumers coming back for the latest launches. Keeping ahead of trends in this sector is key, so Hunter Price invests in research and development to continuously evolve its offering.

Its latest developments focus more upon ASMR (autonomous sensory meridian response), also known as brain massage, to help relax and calm the user through sight, sound and movement.

Hunter Price’s Q2 collections include the fidget sensory slug, suction bands, sensory surprise balls and licensed fidgets, as well as many more advancements and modifications throughout the Toy Mania fidget portfolio. Fidget Twisty Spinners pencil toppers are perfect for kids (and adults) that just have to play with their writing implement, while the addictive and stress relieving Fidget Flipper Puzzles are brightly coloured and reminiscent of the origami finger puzzle games often seen in the schoolyard. Fidget octopi also make an appearance, as do classic popper mats and individual, connectable popper cubes that can be used to create custom popper setups.

Licensing within the fidget arena is also an area Hunter Price can capitalise on, maintaining relationships with its existing licensing partners while also reacting to new and emerging hot brands.

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Vivid Goliath 01483 449944 | www.vividtoysandgames.co.uk Sustainability is at the heart of Recyclings. A new introduction to the collectibles sector, the range is made from 70% recycled plastic and each lovable character prevents five bottle caps going into landfill. So far, Recyclings has resulted in over 30,000,000 caps being transformed into endearingly eco-friendly new toys. The collectible characters range from dumplings to dragons, hotdogs to handbags and popcorn to pandas, proving that Recyclings can be anything at all.

Winner of a Toy Fair Hero Toys 2022 award, the Recyclings Collector Cap Pack includes one surprise Recyclings character. Kids twist the cap to reveal their recycled friend, then top their pencils, play and collect with over 90 cute eco-friendly characters to discover.

The innovative range also includes value-saving multipack styles, with the 4-Pack and Collector 9-Pack allowing fans to expand their collection. Both feature 100% recycled packaging. Autumn/winter sees refreshes to the core lines and the introduction of a play set and other recycled friends, encouraging everyone to save the world one bottle cap at a time.

News of the world’s first collectible made from recycled plastic is beginning to spread thanks to a robust marketing plan. Alongside a heavyweight TV campaign showcasing the range, a network of parent influencers will review and share Recyclings social posts to their audiences this year. The YouTube channel continues to be bolstered with a range of engaging content and is quickly approaching the 2m views mark. The channel will continue to expand online, showcasing a mixture of music videos and animated comedy shorts. The content will allow kids to learn more about Recyclings characters and their personalities with new content landing every month.

Vivid Goliath’s licensed Harry Potter Minifigures range achieved its highest ever sales across 2021. The popular range will progress to Series 7 in autumn/winter 2022, bolstered by two new lines made from 100% recycled plastic: The Collectible Snitch and a series of Collectible Wands. With more than 18 to collect, the wands are accurately modelled on those wielded by the iconic characters from the Harry Potter franchise. A limited-edition Harry Potter wand sits at the heart of this magical new collection.

Hornby 01843 233 500 |

www.airfix.com

Speeding into 2022 with exciting new introductions, the highly collectible pocket-money Quickbuild range continues to capture the imagination of young minds and remains both a treat of choice for family play and an easy brick-by-brick challenge for kids. Tough enough to play with yet smart enough to display, and benefitting from a whole host of popular licences, Airfix Quickbuild is a thrilling and affordable collection of simple brick-based model kits designed to excite and educate.

With not a glue tube in sight, the range is aimed at a younger audience and is the perfect first steppingstone to a model building hobby that many find lasts a lifetime. The range includes a wide collection of sets including cars and tanks, all with rolling wheels, and a selection of aircraft capturing the excitement of aviation for builders of all ages. Each set includes stands and stickers as well as easy to follow instructions, and has been designed to help develop cognitive skills and independent learning in younger people.

New to the growing Quickbuild collection, and sporting an impressive flaming paint scheme, the Jeep Gladiator Quicksand Concept makes its introduction in 2022. No detail has been spared: the sleek Quicksand Concept includes 49 easy-to-fit parts, simple coloured instructions and is pocket-money priced, making it perfect for action fans aged six and over and for parent-child building sessions.

A firm favourite with young aviators, Quickbuild’s F-35 Lightning II remains a popular option.

Making for an incredibly unique model kit, the F35’s inspiration is a single-seat, single-engine supersonic jet with the most advanced computers and networking abilities yet to take to the air. This set offers an ideal way for kids to get started with a Quickbuild collection or makes an equally worthy addition to an existing one.

Moose Toys 01637 882200 | www.moosetoys.com Following record-breaking holiday sales of Magic Mixies Magic Cauldron, which was No.1 in Special Features Plush in December and the autumn season, and the recipient of the Creative Toy of the Year award from the Toy Association, Moose will introduce even more magic to the market with Magic Mixies Mixlings.

Mixlings sees Moose deliver this magic in a format the company is well-known for: collectibles.

There are more than 40 Magic Mixies Mixlings including Single Packs, Twin Packs and Sparkle Magic Mega Packs with four exclusive glitter Mixlings. All packs come with a collector’s guide and a magic cauldron. When kids rub the gem and say the magic words, “Magicus Mixus,” the Mixlings’ spell casting team and level of rarity is revealed, while the wand reveals each Mixling's magic powers. Later in the year, the world of the Mixlings expands with the Magic Mixies Mixlings Magic Castle Playset. The set delivers five magical moments, from a castle tower that grows and a secret entrance where the Mixlings can disappear and reappear, to a bed that tucks in the Mixlings with the tap of wand.

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Pocket Money Toys & Collectibles

HTI Toys 01253 778888 | www.htigroup.co.uk 2022 marks HTI Toys’ 70th year of bringing pocket money toys to the market. As in all other years, 2022 will see an array of exciting new brands and products introduced.

Keeping up with emerging trends and playground crazes is HTI’s speciality, as is speed to market in this fast-moving category. The team has focused on developing even more HTI-owned brands for the upcoming season, as well as updating its existing popular brands with refreshes to style guides and plenty of new products.

One of the fastest growing brands within the Pocket Money category, Creepsterz is based on creepy crawlies, amphibians and reptiles. The brand includes numerous sensory and tactile toys and has undergone style guide changes to update it with a fresh new look. Popular items include the tumbling tarantula Wall Creepers, super squeezy Colour-Bugz and collectible Stretchy Reptiles. Also new for this year are the Colour Change Lizards, which change colour when submerged in warm water.

An evergreen theme for young children, HTI’s pre-historic themed pocket money lines are set to grow even more in 2022. The Dino World range offers retailers a complete solution for this theme, with a host of affordable items to choose from. Additions to the already comprehensive range this year include the Dino Popper, Squidgy-Saurus and Dino Egg. The Dino Egg contains a baby dinosaur (one of an assortment) and mixture that lets children make their own putty.

The new way to play with dough, Yu!Du is the perfect gift for all young children who love making, shaping and playing. With lots of colours to choose from, the uniquely designed pots each feature a shaped extruder. The soft and squishy Yu!Du pots make for a sustainable way to play and create with dough: not only can they be used to store the dough in once playtime is over, but they’re also a key part of the play. Children simply choose which shape they would like to create, attach the extruder to the pot and squeeze until the dough appears out of the top. As well as the standard tubs, the range include several character toppers and themed play sets including Cupcake Creations, Unicorn and Dino Dough.

HTI Toys is committed to designing and delivering pocket money toys that fit in with key playground crazes. For this season, further investment in its own manufacturing has allowed the HTI team to bring Squish-i-Corns, Puppy Pals and Rex-A-Saurus to market. Each collectible assortment comprises characters with super squishy, stretchy bodies. These cute characters are already proving to be a popular choice at previews.

Jokes & Gags has been a key brand within HTI’s pocket money portfolio over the years, and 2022 will be no different. This brand is jam-packed and refreshed regularly with all the latest craze lines. New additions include Mini Monsterz, Crazy Critters, Sid the Squirrel and the Bobble Ball Squisher. HTI now offer tubs containing several core on-trend products, perfect for gifting.

Jazwares 020 3598 5119 | www.jazwares.com Following a trio of TOTY wins in the US, Original Squishmallows continues to strengthen with more than 180 additions to the squad dropping in 2022. The brand is now established as Gen Z’s must-have collectible: the adorable characters are a trending hit with celebrities and collectors alike, taking over social media with 7b+ organic social mentions to date. Scales from 5” up to 20” are driving the ‘Squish hunt’, with UK retailers seeing extraordinary rates of sale.

Squishville by Original Squishmallows has further fuelled the collectible craze. The Squishville 2” Blind Squishmallows with Fashion Accessory range comprises 96 styles to collect, all of which will be released in 2022 and allow younger fans to add their ever-growing squads. The Squishville 2” Squishmallows with Vehicle line adds to the play pattern and offers another 24 2” styles to collect this year.

Jazwares has a strong range of Pokémon collectibles for 2022, with refreshed 2” and 3” Battle Figures, 4.5” Battle Feature Figures and 12” Epic Figures on the way alongside other new lines. Jazwares is also adding extensions to the Pokémon Select line for collectors in the form of Environmental Figure Packs and Select Evolution Multipacks.

Expanding digital gaming beyond the screen into physical play, Jazwares will be expanding the new Micro Legendary Fortnite series of 2.5” highly-articulated collectible action figures with accompanying Micro Feature Vehicles. These will include the Durr Burger Food Truck and Micro POI (Point of Interest) Sets. Other exciting refreshes will also be made to the Solo Mode 4” action figure segment.

The ever-expanding Roblox metaverse is brought to life by Jazwares’ line, inspired by the hottest games on the platform. Expect refreshed offerings to the best-selling Mystery Figure collectibles as well as new Deluxe Mystery Packs, Game Packs, feature vehicles and play sets.

Connecting physical play to the digital platform, every Roblox toy includes an exclusive redeemable item code that encourages further collectability.

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Pocket Money Toys & Collectibles

Tangle Creations 0161 737 7474 www.tanglecreations.com sales@sincocreations.com Whether you twist it, turn it or tangle it, Tangle is the original fidget toy created over 40 years ago. Kids can collect and connect Tangles to create unique combinations. These toys inspire creativity, relieve stress and are perfect for fidgety fingers and restless bodies. Available in on-trend colorways and highly tactile textures, Tangles are the ultimate creativity tool and artistic toy for individuals of all ages. Having sold over 275m units since its debut four decades ago, this original fidget toy is now also a TikTok sensation.

Tangle Jr. Classic is the original version of the fidget toy. Classic Tangle’s brilliantly bright colours and smooth curves offer visual and sensory stimulation. Ideal for those who like to fidget and fiddle, people love twisting and turning it through their fingers, as well as taking its connecting links apart and putting it back together again.

The Tangle Jr Crazy assortment offers a variety of textures for added sensory stimulation. Fidgeting with Tangles is an amazingly effective tool to help calm nervous energy and improve focus; once kids have a Tangle in their hands, they'll find it hard to put it down.

Tangle Jr. Metallics are simultaneously fun, unique and elegant for both kids and adults to wear and play with. The smooth texture and striking metallic finishes of this series are soothing and perfect for all kinds of sensory seekers.

The Tangle Jr. Pets Series features adorable animal friends on every Tangle.

Each Tangle Pet is a twisty puzzle, fidget toy and adorable accessory in one.

Kids can create a movable sculpture or a wearable accessory just by twisting the band, shaping and reshaping their colourful Tangle Pet for endless fidget fun. They can collect all the Pets for collectible, connectable play.

Tangle is distributed in the UK by Sinco Creations.

Just Play UK www.justplayproducts.com |

uksales@justplayproducts.com

A craze that has lasted generations and continues to grow, the iconic Slinky provided Toy Fair 2022 visitors with a brief respite from meetings and networking, as contestants raced to be the fastest to the bottom of the custom-built staircase. Just Play UK has been delighted by the strength of Slinky sales before the company’s marketing plans have even kicked in - a testament to the strength of this heritage brand. Now 75 years old, Just Play owns the Slinky brand and has big plans to take it to the next level this year by leveraging its comprehensive communication plans among Slinky’s target audience.

TikTok and other digital platforms are key to the strategy. Based on the success of the #ThinkYouCanSlink challenge at Toy Fair, Just Play is also looking at ways to bring the Slinky experience to retail with the aim of getting people young and old having fun with Slinky.

The awareness of ASMR and the appreciation of its benefits continues to grow as social media channels such as TikTok and Instagram drive the craze. Just Play’s Sensory FX range has launched at the perfect time to coincide with soaring interest and demand for product: sales of this ‘Oddly Satisfying’ range are already exceeding expectations. The range is expanding with new lines for autumn/winter including Sensory FX Sticks, which are perfect for pen clickers. Just Play is anticipating big things for this brand when its creative marketing plan kicks in later this year, with a campaign that will highlight the positive benefits the product range offers via the calming, selfregulation benefits of ASMR. Another of Just Play’s pocket money heroes is Disney Doorables, a range of collectibles with unique unboxing features available in a vast assortment of classic Disney characters. The Mini Peek has been flying off shelves and further iconic characters have been added to the range, with Series 7 continuing to drive collectability. In addition to digital marketing support across Just Play’s own channels as well as Disney’s, which will target an already engaged audience, the company’s marketing plan will bring new fans into the brand using platforms such as TikTok. Given the strength displayed in Q1 and its expansion plans, the Disney Doorables brand should prove a sure-fire pocket money hit this year.

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Pocket Money Toys & Collectibles

Epoch making toys 0208 049 1377 | www.sylvanianfamilies.com www.aquabeads.co.uk | sales@epochmakingtoys.comm Epoch’s latest collectible range from Sylvanian Families sees the launch of the new adorable Baby Treats Series. Each blind bag features its very own baby figure and dessert themed accessory. The figures and their treats are the perfect accompaniment to the brand’s Amusement Land sets.

The creative crafting brand Aquabeads offers a variety of options within the Mini Theme Sets line: Farm, Jewel or Mermaid. The original ‘stick with water’ arts & crafts bead brand, this set is an ideal entry into the Aquabeads world.

Kids simply spray their creations with water and watch the beads magically stick together.

Suitable for ages four and above, the mini sets are a fun and a safe product that let children enjoy hours of creative fun.

ToyTopic sales@toytopicgroup.com ToyTopic is introducing a new collectible that brings fashion and fidget power together for young fashionistas. Fashion Fidgets Dolls from WowWee are fiercely styled and accessorized dolls that double as fidget toys. Each Fashion Fidget has at least three fidget features to discover, including pop, twist, pull and spin.

With more than 18 dolls to collect in Series 1, the fidget fun never ends. Kids tear and unravel the box to reveal a fun pop wrap with a Fashion Fidgets doll inside. The Fashion Fidgets collection can be swapped and shared with friends and family members, and each doll comes with a keychain for attaching it to a backpack, purse, lunch bag and more so they can always be kept close at hand. Fashion Fidgets Dolls will be available from October 2022 and will be promoted with PR and influencer campaigns.

Brainstorm Toys 01200 445 113 | www.brainstormltd.co.uk Brainstorm offers a diverse range of collectible pocket money toys, all of which are rooted in STEM. Eugy continues to be a runaway success, with the line-up now comprising 47 different Eugy models. The sustainable craft toy comprises numbered recycled card pieces and non-toxic glue kids can use to create a 3D model of an animal that can be displayed as part of an eye-catching collection. New models for 2022 include Hedgehog, Rhino, Bumblebee, Chameleon, Unicorn Sky, Raptor, Crocodile and Kangaroo. Brainstorm has also introduced sustainable FSDUs, which proved extremely popular with buyers at both Toy Fair and Spring Fair.

KlikBot and StikBot are the ultimate in pocket money collectibles. Not only are there many different characters to collect, they also make great fidget toys and enable children to create stopframe animations using the StikBot app. KlikBot Guardians is a new series launched on the YouTube Channel StikBot Central. To support the content, a range of KlikBot Guardians singles will launch featuring a character, a weapon, interchangeable hands and a Klik Separator which allows kids to swap the interchangeable limbs and create new characters. StikBot Mutants, a collection of bright, multi-coloured StikBots with crazy faces, is new for 2022.

Brainstorm extends its Torch & Projector range every year. The hand-held torches come in a variety of themes including Funny Animals, Fairy and Unicorn, Paw Patrol, and the new Wizard and Dragon Torch & Projector. Each includes three disks that project 24 images up to one metre wide onto walls and ceilings. They can also be used as a handy torch.

The Original Glowstars Company range offers a wide selection of glow in the dark star stickers with a huge range of sticker packs available. As well as glow in the dark stars, the range includes Cosmic Glow Dinosaurs, Glow Glitter Stars, Glow Glitter Unicorns and more. This impulse price point collection appeals to a wide age range, from young children right through to teenagers.

This year, Brainstorm is phasing in plastic-free packaging across its portfolio. The move is reflected by its pocket money ranges, with new packaging on KlikBot, StikBot and the Torch & Projector lines coming through as the company works towards a net-zero target by the end of 2022.

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Pocket Money Toys & Collectibles

KAP Toys 01423 368 888 | www.kids-at-play.com KAP Toys brings to the UK & Irish toy market a broadening selection of pocket money and collectible toys. All benefit from a demonstrable track record of sales and profits for the partners KAP works with, and 2022 sees the company build on the selection of lines available.

Brand new and launching in May 2022, KAP Toys will release a collectible range of figures for the Netflix hit Stranger Things. Adopting a format used by some other TV shows this year, Stranger Things Season 4 launches in two parts in May and July of this year. KAP’s new toy collection comprises 12 capsules in the shape of 80s TV sets. The unboxing experience draws on the 80s theme and encourages the purchaser to follow the clues to the character inside. The collectible toy can then be displayed in two unique ways. All toys are shipped in a CDU/Case Pack of 12 with an attractive RRP that will drive repeat purchase.

Supporting the company’s everyday toy line, KAP continues to offer Lego LED Lites, key chains featuring LED torches in the shape of famous Lego Mini Figures. The range now boasts Darth Vader, R2D2, a Storm Trooper and Yoda from the Star Wars franchise, while fans of The Mandalorian can choose from either Mando or Baby Yoda, the latter of which is in the shape of a Duplo brick. Lego LED Lites are delivered in a case pack of five or six, subject to the item selection, while each individual toy comes in a presentation gift box.

Among Us, the smash hit game of 2020/2021, has delivered strong sales since KAP Toys’ product line hit retail. Sales haven’t slowed, with the company’s retail partners seeing steady purchases of the Mystery Capsules week in, week out. The line continues to develop with price points starting at pocket money items through to plush, advent calendars and dress-up. This year sees new Imposter feature items launch.

April 2022 welcomes the release of the latest Fantastic Beasts instalment, which brings the Fantastic Beasts and Harry Potter storylines together. KAP expects to see renewed demand from consumers for its Wizarding World collectibles. With over 36 different Harry Potter Magical Capsules to collect, all now coming complete with a Fantastic Beasts character, the company anticipates strong sales of this line. Availability is now limited so please get in touch to secure your stock ASAP.

MGA Entertainment 0845 0533 333 | www.mgae.com MGA Entertainment continues to drive the collectible and fashion doll market with three new L.O.L. Surprise! series for spring/summer: L.O.L. Surprise! Queens, L.O.L. Surprise! World Travel and Mini L.O.L. Surprise! Hot off a fifth consecutive win in the Dream Toy’s Top 12 Toys list in 2021 and the Best Fashion Doll accolade at the Toy Industry Awards 2021, L.O.L. Surprise! will also continue to drive innovation with additions to the popular All Star B.B.s, Present Surprise and Colour Change ranges.

The L.O.L. Surprise! Queens celebrate the spirit of sisterhood by straightening each other’s crowns, embracing who they are and always supporting their friends. The range includes L.O.L. Surprise! O.M.G. Queens Fashion dolls, L.O.L. Surprise! O.M.G. Queens Deluxe collector doll and the L.O.L. Surprise! Queens dolls assortment. Fans can collect all four O.M.G. Queens characters: Sways, Prism, Runway Diva and Miss Devine. Each character embraces who they are and struts with fierce style, whether it’s on the runway, dance floor or at the exclusive Queens gala. The L.O.L. Surprise! Queens dolls come with their own throne and a tiara that kids can wear. Nine surprises are waiting to be unboxed including fashions and majestic accessories. There are five pairs of Queens BFFs in the collection and 12 new characters to collect.

The all-new Mini L.O.L. Surprise! range lets kids unbox their favourite O.M.G. characters in a miniature size. The range includes the Mini L.O.L. Surprise! collection and Mini L.O.L. Surprise! Family Collection. Each mini is an exact replica of the 10” fashion doll counterpart and includes a signature accessory to complete their fierce look. The Family collection also includes an exact replica of the 3” collectible doll and their family pet.

L.O.L. Surprise! World Travel includes L.O.L. Surprise!

O.M.G. World Travel Fashion Dolls and L.O.L. Surprise!

World Travel dolls. These O.M.G sisters are planning a holiday. Kids can collect all three characters - City Babe, Fly Girl and Sunset - plus fashions and travel-themed accessories including luggage that really opens, a neck pillow, headphones, and a travel passport. The L.O.L. Surprise! World Travel dolls each include eight surprises with their own unique passport, a secret message, a sticker sheet and a water surprise to unbox.

Further additions to the popular core ranges include the re-released original L.O.L. Surprise! O.M.G. Fashion Dolls, the all-new L.O.L. Surprise! O.M.G. Present Surprise Fashion Doll, the new L.O.L. Surprise! 2-in-1 Me & My Colour Change Collection and new dolls for the sell-out All Star B.B.s range with L.O.L. Surprise!

All Star Sports Basketball.

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Pocket Money Toys & Collectibles

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fresh FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone.

Here are new releases from: Craft Buddy, Creative Kids, Gibsons, Haico, Izipline, Lego & Panini.

Marvel Crystal Art collection Craft Buddy | 0203 417 6565 www.craftbuddyltd.co.uk trade@craftbuddyltd.co.uk

Craft Buddy has announced the release of its eagerly anticipated Marvel Crystal Art collection.

Crystal Art is based upon the on-trend hobby of diamond painting. Appealing to children aged six and over, this fun, rewarding and addictive hobby allows crafty children to create beautifully sparkly creations. Previewing extremely well at recent trade shows, and available now, the new collection features iconic superheroes from the Marvel Universe including Spider-Man, Captain America, Iron Man, Thor, Hulk and Captain Marvel, plus the Avengers.

Each Crystal Art design has a numbered, adhesive template. Using the handy pick-up pen included in each Crystal Art Kit, kids simply lift up the coloured crystals and place them on the corresponding numbered adhesive dots on their project. The crystals affix instantly.

Once they’ve finished adding all the crystals, the result is a gloriously sparkly piece of art.

The entry price-point within this collection, the 18x18cm Crystal Art Card Kits lets fans make greeting cards featuring Spider-Man, Captain America, Iron Man, Hulk, Thor and Captain Marvel. These are perfect starter kits for newcomers to Crystal Art, with each card taking around an hour to complete. Iron Man and Spider-Man Crystal Art Notebooks are sure to be popular, with each inviting Marvel fans to make a notebook with a Crystal Art front cover. The Captain America and Iron Man Silver Frame Kits include a Crystal Art template and silver-effect frame for displaying the finished creation on a tabletop.

The Marvel collection also includes Craft Buddy’s larger Crystal Art Canvas Kits. These longer crafting projects are more suitable for older children and teenagers, but once complete result in spectacular pieces of wall art. There are 30x30cm and 40x50cm Avengers Crystal Art Canvas Kits available, plus a cool Spider-Man 22x40cm Crystal Art Canvas Kit. The Iron Man and Spider-Man Crystal Art Foldable Storage Boxes complete the line-up. As well as being great fun to make and display, they double-up as storage units to be used around the home.

Lego Vespa 125

Warhammer 40,000 Warriors of the Emperor

Inspired by the iconic Vespa Piaggio, the Lego Group’s elegant new 1,106-piece Vespa 125 set pays tribute to the original two-wheeled icon with its pastel pale blue colour, one of the first colours this Italian scooter was made in. Fans can further celebrate the heritage of the set by adding a classic 1960s Italian licence plate and the Vespa logo.

Warhammer fans can now prepare for battle with Panini’s new launch, Warhammer 40,000: Warriors of the Emperor Sticker Collection. Launching in mid-April, Panini is bringing the first Warhammer sticker collection to the marketplace in the form of 204 stickers and 50 Hero cards. A double-sided pull-out Space Marines Armoury poster is also included. Driving the excitement and fuelling repeat purchase, the Warriors of the Emperor sticker collection includes five exclusive limitededition cards hidden across both the starter-packs and multi-packs.

The Lego Group | 01753 495 000 www.lego.com

Like the original, the model is full of beautiful details and sophisticated design touches. From a bunch of flowers in the bike’s basket and spare wheel to the removable engine cover, brick-built engine, kickstand and working steering, this model can be displayed with pride in any home or office.

Panini | 01604 877 888 www.paninigroup.com

Panini and Warhammer fans have great synergy, with both displaying an inherent love of collecting.

This new partnership will allow Warhammer fans to delve into the 41st Millennium via this beautifully illustrated collection, as they discover more about the supreme and devoted warriors that live each day in endless warfare.

The collection will benefit from a targeted paid social and digital campaign. Sampling will also see Warhammer 40,000: Warriors of the Emperor albums find their way into as many collectors’ hands as possible.

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Izipline

IZipline | www.iziplineinc.com jonny@izipline.cn Since 2004, Izipline has been bringing the fun of ziplines into gardens and playgrounds with its range of quality products at affordable prices. The company’s ziplines are specially designed to encourage kids to go outside and get active, and will make memories for the whole family that will last a lifetime.

Safety lies at the heart of all product development. izipline kits include an innovative stainless steel braking system so the ride doesn’t come to a sudden stop, while rubber non-slip grips help kids keep a firm grip while playing. Consumers can choose from kits with hand grips only, or kits that include both hand grips and a sturdy, durable plastic seat. Harnesses, helmets and gloves are also available to further ensure zipline play is both fun and safe. The ziplines meets the international quality standards (RoHS & CE) and can easily hold riders aged 8+ and weighing up to 250lbs.

The zipline kits come with full instructions and are easy for adults to set up, creating a family adventure space in the back garden. They can also be taken on holiday.

Kingmaker

Gibsons Games | 020 8661 8866 www.gibsonsgames.co.uk This year, following much anticipation, Gibsons has announced that it is relaunching its popular tabletop strategy game, Kingmaker.

First launched in 1974, Kingmaker simulates the Wars of the Roses, the period of sporadic civil war in England between 1450 and 1490. Invented by the late Andrew Macneil, the game is based on the premise that the powerful noble families used the Lancastrian and Yorkist princes as pawns in a greater game of gaining control of England. Players oversee ‘factions’, using their military and political power to control and influence the royal heirs, and supporting the heir in their control as king while trying to take down all of the other heirs. Kingmaker is a game of manipulation, deception and unforeseeable incidents, making each game as unpredictable as they are fun.

Although this game has been enjoyed by many for decades, the original game had some shortcomings and fans have long requested a new and improved version which sees these resolved. After taking everything on board, Gibsons is now able to report that a brand-new version of Kingmaker will arrive in autumn 2022.

The company says it is ‘beyond excited’ to relaunch the game, which has retained its popularity over the last 45 years. Noting that fans have asked it countless times for a redesign, Gibsons’ aim is to improve upon the original version as well as streamline the gameplay of the much-loved classic.

Gibsons is working with a Kingmaker expert, Alan Paull from Surprised Stare Games, to help develop the new and improved game. The biggest change is that Kingmaker II will now offer four games in one, and the board will be double-sided so that players can still enjoy the original game should they wish to. There will also be an extended version of the classic game, and a revised, shorter version. All versions will also benefit from physical changes that will significantly improve playability: for example, new coloured counters and a board with updated symbols will offer better visibility when playing.

Retailers interested in stocking Kingmaker should contact their Gibsons representative for more information.

Junior High dolls

MGA Entertainment | 0845 0533 333 www.mgae.com MGA Entertainment has expanded its Rainbow High portfolio for spring/summer with the release of the all-new Junior High dolls.

The original six characters from the Series 1 range - Ruby Anderson, Poppy Rowan, Sunny Madison, Jade Hunter, Skyler Bradshaw and Violet Willow - all feature in the range as younger versions of themselves, revealing their origin stories and how they found their creative passions which led them to Rainbow High.

Fully articulated for maximum play, the dolls are 22cm tall, making them smaller versions of the original Rainbow High dolls, and feature a new younger face sculpt. Each of the dolls has long, brushable hair and comes complete with school accessories, including a soft, fashionable backpack and journal.

MGA Entertainment will support the launch of the Junior High range with extensive TV, PR and influencer activity, each promoting the brand’s ethos about empowering children to be whatever they want to be when they grow up. Additionally, the new line is featured in Rainbow High’s Vi Life series on YouTube.

The Junior High dolls range follows the February launch of another new addition to the Rainbow High portfolio, the all-new Pacific Coast range. The first summer themed collection from Rainbow High, the range features seven characters including a boy, all rocking the latest summer trends with poolside accessories. Along with the Pacific Coast range dolls, Rainbow High also launched the Colour Change Pool and Beach Club Playset with 7-in-1 LED colour changing lights.

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Special Feature

INDX Toys & Nursery

It’s showtime!

Rosie Marshall, head of Toys & Children’s Gifts at Playroom, the toy division of AIS, chats to Sam Giltrow about the upcoming rebranded INDX Toys & Nursery, and what AIS is doing to help its members navigate the year ahead.

M

embers of the AIS buying group and other specialist toy retailers will be heading to the West Midlands’ Cranmore Park exhibition centre in just a few days’ time, as they return for the group’s annual domestic show. Cancelled in 2020, the Independent Toy & Gift Show was staged in September 2021 instead of its usual April date, but this year it returns to its traditional April slot in a new guise, after being rebranded as INDX Toys & Nursery.

The reason behind the new name, Rosie explains, is to bring the show inline with all of AIS’s 26 other trade shows which span the categories of fashion, homewares and sports & leisure and come under the INDX (Independent Exhibitions) brand. It was also,

she adds, a strategic move to allow more crossover across the categories: “We are finding there is product crossover within so many different areas. For instance, our last toy and gift show had some sports and leisure suppliers who attended and their show at the end of last year had some toy suppliers. So, it’s a wider database, and it benefits everyone by being so – visitors and suppliers.”

There will be some differences to the show – notably the inclusion of nursery gifts – and though the exhibitor numbers are the same as for the 2019 show, Rosie says the rebranding has attracted some first-time attendees, including toy companies Little Concepts and Dantoy.

The theme for this year’s show, which takes place

Cranmore Park Exhibition Centre, Solihull Show times: Wednesday 6th April 2022: 09:00 - 17:00 Thursday 7th April 2022: 09:00 - 17:00 Free admission and free refreshments for independent retail buyers.

Convenient central location just 5 minutes from M42 J4. Free on-site parking.

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on 6th/7th April, will be ‘Sustainability’, in line with increased demand for products made from alternative materials and made using green methods.

“I think the toy industry has been under the radar for a little while in terms of sustainability, but it’s something consumers are very much aware of, so we decided to go with this theme and I think it’s a strong choice,” says Rosie. “Post-pandemic, it’s noticeable that everyone is making more considered choices, thinking about the products they are buying and doing what they can to step away from a throwaway culture.”

Rosie is also pleased that some key exhibitors that were missing from the London Toy Fair in January will be appearing at the INDX Toys & Nursery Show.

“It’s a good time for retailers to be able to have the conversations with them”, she adds.

The show has secured impressive exhibitor attendance featuring global suppliers Lego, Mattel, MGA, Character Options, Hasbro, Spin Master, Playmobil and Moose. Other confirmed exhibitors include Bandai, Brainstorm, Casdon, Flair, Gibsons, Golden Bear, Just Play, Kidicraft, Learning Resources, Naylor Activity Tunnels, One For Fun, Rainbow Designs, Ravensburger, Schleich, Toynamics, United Wheels, Vivid Goliath and many more.

As with last September’s event, the team will be making sure the show is as safe as possible for exhibitors and visitors alike, and though the UK has now ended all Covid legal restrictions, precautions will continue to be taken; aisles will be wider than required, with sanitation points and thorough cleaning in place.

Like most businesses, AIS has changed quite considerably since the start of the pandemic which also coincided with the appointment of a new managing director, Sue Kemp, who introduced a raft of changes and new strategies. “Covid has definitely speeded us up more as a business, particularly with our turning more to digital, and this has helped members as well,” explains Rosie.

One key development has been the introduction of a product hub, launched early last summer, to replace the out-dated members’ net. With memberonly access, the platform gives buyers the latest information at their fingertips, such as supplier details and trade news.

“It probably wouldn’t have been on the radar before the pandemic, but it turned out to be so important

last year to keep everyone updated in terms of product availability and price increases,” says Rosie. “The product hub also covers areas such as launches and promotions, and it is a platform we can continue to add to and build on.”

The Playroom division has also helped its members by holding regular calls on video conferencing site Teams, allowing members from across department stores, garden centres and specialist retailers to chat and keep abreast of developments.

“This has been so important because isolation during lockdown put a stop to the ability to network with other members, or even hear what was going on,” explains Rosie. “The calls enabled the conversation – for example, a garden centre that was fortunate to still be trading could say what was working and share what trends were coming through. Thankfully, technology allowed people to feel more connected.”

Now, with no further lockdowns on the horizon and life returning to a ‘new normal’, Playroom’s focus will be on helping members to drive customers back into stores. With NPD Group figures for the last quarter showing a decline in online purchasing, Rosie is keen to capitalise on this, bringing back activity days and adding in-store theatre for those venturing back out and looking for a shopping ‘experience’.

“That is something that our members are concentrating on and something we are working to help them with,” she says. “Our members are very eager to drive people back in-store and there is an appetite for the physical shopping experience from consumers. There’s only so much you can do online, and everyone prefers to see product in the flesh. We

will help our members do more to drive footfall and also help with branding.”

Feedback from members so far this year has been very positive, with very good half-term sales following a strong Christmas. Rosie is confident sales will remain buoyant in the run up to Easter. “Customers are definitely returning to stores, and they are spending,” she concludes, “We need to do all we can to encourage that.”

INDX Toys & Nursery takes place at Cranmore Park in Solihull, close to the M42. The two-day event is open to all retailers, and offers free entry, free onsite parking and complimentary refreshments. Attendees can expect a friendly, relaxed and professional buying environment in which to network and connect with the toy industry. Visitor registration can be completed via the INDX website www.indxshows.co.uk (toysnursery), where further show updates and news can also be found. You can also follow @INDXHome on social media.

order B2B at littleconcepts.shop

INDX Toys & Nursery 6th - 7th April

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Pre-school

Starting out

Despite a declining birth rate as the long-term trend towards people having fewer children continues, the Pre-School toy category remains buoyant, as Sam Giltrow discovers.

B

irth rates in Britain are on the decline.

In 2020, the total fertility rate, or to put it more simply the number of children per woman, stood at just 1.58 in England – almost half that of the World War Two peak of 2.93. Already plummeting, it went into yet steeper decline during the pandemic, leaving many fearing an economic stagnation in the UK. However, toy manufacturers remain upbeat and while acknowledging that they are unable to change the situation, are continuing to develop new ranges of innovative toys that will entice children to play, learn and develop.

“There is nothing we can do to change birth rates, but we can control our own destiny, making the right decisions from a product development and licensing perspective and investing in the right marketing media,” says Mary Wood, general manager, UK & Ireland at Tomy.

While Joe Smith, senior director Global Marketing

(Pre-School) at Moose Toys, adds: “ For us it’s about making sure we are continually engaging with our current consumers, tapping into what they love about our properties and giving them more of what they want. Brand loyalty and advocation from both kids and parents is crucial to sustaining success in Pre-School.”

Children learn a lot from playing, whether it’s developing fine motor skills, understanding the importance of sharing or increasing their IQ and problem-solving skills. Indeed Albert Einstein once said that ‘Play is the highest form of research’.

So it’s imperative that pre-school toys tap into the key areas for development while allowing kids to have fun and explore the world around them. There are myriad ways for little ones to boost their brain power or engage in activities that will help them progress on their development path, while topping many parents’ list of requirements is that the toy will hold their child’s attention.

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“The pandemic and ensuing lockdowns saw a surge in sales of role play, arts and crafts and developmental toys, as parents kept their pre-schoolers busy and stimulated,” explains David Lubliner, head of Customer Marketing at Melissa & Doug. “This trend has continued, with increased demand for our products that inspire open-ended play and ignite children’s imaginations.”

He says that consumers are increasingly looking for toys that help children familiarise themselves with real world scenarios. Melissa & Dough continues to expand its range of pretend play products, which will include the launch in autumn winter 2022 of a Patisserie Bake Shop, which will inspire children to set up shop at home and role play being either the patisserie owner or customer, using the predominately wooden accessories. “This is a great example of Melissa & Doug’s pretend play sets which children can use to mirror and learn from their parent’s behaviour,” adds David.

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Pre-school

David Allan, managing director, Toynamics, says the company’s Hape musical products have always been a popular choice among parents due to their combined learning and play experience. “However, the pandemic has certainly caused an increase in parental awareness of the educational value of toys,” he explains.

This has led to even more success for the Learn with Lights collection of musical instruments, which includes a ukulele, drum and harmonica. New for this year is the Learn with Lights Piano, a play-along 25-key electric piano with light up keys which kids can follow to learn how to play. David adds: “As always, parents are seeking toys with an extended play value that will keep their child’s attention.” With this is mind, another new launch for Toynamics this year is the Gearhead Stunt Garage, which looks like a traditional wooden garage with the added fun and extra play value of a loop the loop ramp.

With adults holding the purchase power, it is also hugely important to ensure that marketing recognises this in its targeting; something which Toynamics is acutely aware of. “Our entire marketing strategy is focused on targeting parents, grandparents, aunts, uncles and all gift-buyers as well as educators in a variety of ways and places,” says David. “This means working with our partners to thoroughly research our audiences and develop strategies and activations tailored to the different touchpoints and media spaces.

It is important to talk in different ways to the various types of adults we want our products to appeal to.”

Mary Wood says the majority of Tomy’s ranges are adult driven purchases, so the company has become well versed in this demographic and how best to market its product. She notes, however, that “nothing stands still, so we are always looking at how consumer buying habits are changing”. Mary adds: “The challenge is, with linear TV losing viewers and digital not being as impactful as TV for instant sales, we have to be very considered as to where and how we invest.”

One area of focus for Tomy is product reviews, but Mary concedes that these have to be authentic and relatable. Another focus is the actual copy within online listings, where the marketing team has to consider what is really relevant to a consumer looking for a toy for a baby or toddler. “At Tomy, we understand the importance of investing in our core brands over time, while ensuring the ways and mediums in which we invest adapt to meet changing needs,” she says.

Over the last few years, Tomy has been focusing on building core competencies in both Infant and PreSchool across its own Lamaze, Toomies, John Deere Kids and Fat Brain brands. For 2022, the company is bringing out eight new Lamaze products, all of which have been developed as a result of consumer insights.

“We have looked at how children play, or solutions to help Mum and Dad, and developed products to meet those needs,” explains Mary. An example of this is the Lamaze Peek & Puff Elephant which, when squeezed, delivers a gentle puff into the face of a crying baby, changing the frown to a smile. “For such a simple idea, it really does work, as well as doubling up as a cute soft toy.”

The Toomies pre-school brand has enjoyed recent success thanks to licensing partnerships. The brand currently offers a Peppa Pig bath line which has been joined by Jurassic World and Batman, and later this year will be bringing out a Toomies ET feature plush to coincide with NBC Universal’s 40th anniversary of the launch of the iconic movie. Tomy is also expanding its John Deere Kids licensed range, which has been growing across the UK and Europe and has been in great demand from retailers for the past four years.

Licensed products continue to represent a sizeable portion of sales for pre-school children. Modern classic characters such as Peppa Pig and Paw Patrol remain extremely popular, while amongst new properties, Bluey has emerged as a strong contender in the category. Indeed, Bluey ended 2021 as the No.1 new toy property, according to NPD figures. BBC Studios

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recently announced an array of new partners for the award-winning animated series. Global master toy licensee Moose Toys debuted its first Bluey range last autumn and says it is seeing the success of the property continue for 2022, with strong sales on its new spring range and lots of new range extensions planned for autumn/winter.

“We’ve seen that products which offer open-ended, imaginative play to pre-schoolers are increasingly popular with both kids and parents alike,” says Moose’s Joe Smith. “Bluey is a great example of this, where our figures and play sets enable fans of the show to recreate their favourite episodes at home and really live and breathe the essence of Bluey, which is all about finding joy in the everyday and encouraging the value of play,” Sam Walker, of Wally’s Toy Shop in Thame, Oxfordshire says Bluey is currently the top property within his pre-school section, with the Moose Toys range going from strength to strength. “We went from having the odd person asking about it every now and then to it selling incredibly well last year, and I’m sure this will carry on throughout this year, especially as there are new additions to the line,” he tells Toy World.

Also new from Moose Toys for 2022, the Octonauts: Above and Beyond master toy range has been produced as a result of significant search trends from consumers looking for Octonauts toys. Offering a range of figures, vehicles, play sets and plush, there will be a robust marketing plan to support it.

“Pre-School is a diverse and competitive category and staying fresh means staying true to the DNA of the property/brand and tapping into what makes consumers connect with it – whether that’s the modern-day family dynamic and imaginative play of Bluey, or adventure, exploration and protecting our wildlife, like Octonauts,” says Joe. Melissa & Doug is also expanding its licensed offering and, after partnering with Paramount (previously Viacom) in 2021 to produce successful ranges for Paw Patrol and Blue’s Clues, will be extending the ranges this autumn/winter with new products including the Paw Patrol 4 in 1 Magnetic Mazes and See & Spell Pup Pad. David Lubliner says understanding what consumers want is vital for any product development, adding that Melissa & Doug talks constantly with parents to convey the benefits of open-ended play and how its toys are specifically designed to inspire children’s imaginations in different ways.

Another key focus for parents is sustainability and the requirement for more eco-friendly toys is growing.

In August 2021, Melissa & Doug launched a major new sustainability initiative, Project Restore, to formalise the company’s commitment to ‘make timeless, sustainable toys’ for an inclusive world. There are three pillars to this including Thriving Forests in which Melissa & Doug has partnered with One Tree Planted, a global reforestation programme that will plant a tree for every tree used by the company each year.

It will also ensure that 100% of paper products and more than half of its wood products will come from sustainable, responsibly managed forests and be FSC certified by 2025.

“At the start of 2022, we accelerated our commitment to sustainability by pledging that all new launches of paper and top-selling wood products will be FSC certified from this year onwards,” says David.

“Within Europe, we’re certain this eco-conscious message will have a positive effect on our bottom line going forwards.”

From balance bikes to baking sets and building blocks to bears, you can check out all the latest preschool launches over the following pages.

Pre-school

Mattel 01628 500 000 | www.mattel.com Fisher-Price’s infant portfolio sees expansion for 2022 with the new 123 Crawl with me Puppy, an electronic dog with soft ears, tail and realistic motion that helps to get babies crawling. Children can pull the soft sock in Puppy's mouth to see him wag his tail, shake his head and scoot backward and forward, encouraging babies to crawl and chase after him, and helping develop gross motor skills, balance and coordination. With three Smart Stages learning levels, Puppy also teaches the alphabet, numbers, counting and colours. Children can press the two light-up buttons or pull the sock for over 55 songs, sounds and educational phrases.

Also new to the Fisher-Price infant portfolio is the Laugh & Learn Let’s Connect Laptop. Between pretend video chats with Puppy and friends and sliding to ‘unmute’, babies can press the buttons on the keyboard or spin the musical roller to activate multi-colour lights and 55+ songs, sounds and phrases about the alphabet, colours, counting and more. With three Smart Stages levels, the learning can be switched up as little ones grow. The Laugh & Learn Counting and Colours Uno teaches counting, colours, familiar objects, with 30+ songs, sounds and phrases.

New for the Little People range is the Little People Big ABC Animal Train, a large, push-along toy train featuring lights, music and learning content for kids ages 1-5 years, while Fisher-Price Imaginext introduces the Bat-Tech BatSignal Multipack and Gotham City Jail: Recharged to its DC Super Friends range for even more epic adventures.

Thomas & Friends introduces kids to the bigger world around them through the themes of friendship and teamwork and new products include the Race for the Sodor Cup Playset, inspired by the movie and new look content. Kids pull a lever to send the die-cast Thomas and Kana racing down Cannonball Curve toward the finish line, with twists and turns along the way. Thomas fans can also create more exciting adventures with the new, interactive Fix’em Up Friends Playset, an 18-piece battery-powered train and track set featuring Thomas & Friends characters, Thomas, Carly the Crane and Sandy the Rail Speeder.

Mega continues to expand the range in 2022 with the Mega Bloks Paw Patrol Chase's Patrol Car. The building set comes with nine mini building blocks including special pieces. Mega Bloks Green Town also launches this year for children 1+. Made from responsibly sourced materials, the line helps teach kids environmentally conscious behaviours and includes the Sort & Recycle Squad, introducing children to waste sorting and recycling, and the Grow & Protect Farm, which teaches children about buying local produce, learning about the water cycle and protecting honey bees.

Playmobil 01268 548 111 | www.playmobil.co.uk The new Tropical Aqua Park play theme from Playmobil features numerous slides, games to play in the water and even more inspiring, endless hours of fun.

Surrounded by tropical plants and flowers, the large Water Park with Slides invites the whole family to enjoy a day of swimming, paddling and splashing. Figures can ride the spiral slide, try the free-fall slide with trapdoor launch, or jump off the diving board - with all routes leading to the pool.

Six accessory sets in the play theme bring even more fun and variety and the pools in the play sets can all be filled with water.

There is a Children’s Pool with Slide for splashing about, while older swimmers can play around at the Small Pool and test their accuracy with the water sprayer.

There’s also the wobbly Swimming Island, a boat ride and Caribbean refreshments at the Paddle Boat Rental centre, complete with juice bar. This play theme is rounded off with more snacks and refreshments from the mobile Crêpe Cart, as well as a Sunburnt Swimmer who looks like he spent a little too long in the sun. The set changes colour when exposed to the sun to show children the effects, whilst keeping them safe.

A full 360 marketing campaign is due to start this month (April) across TV, digital and social media and a number of in-store support activations are also available including sales stands and window displays to bring the theme to life this Easter.

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Hasbro 0208 569 1234 | www.hasbro.co.uk Following the acquisition of eOne in 2020, Hasbro has launched a global line of toys and games based on leading pre-school properties Peppa Pig and PJ Masks.

Premiering in March 2022 on Milkshake!, the Peppa’s Club episode arc will include a celebratory four-part TV special featuring Peppa and her friends using their brand new clubhouse to play imaginative adventures such as detective, shop and more.

Inspired by the location from the entertainment show, the Peppa Pig Kids Only Clubhouse play set is one of Hasbro’s pre-school highlights for this year.

Suitable for ages three and up, it features a moveable wall depicting shop and bakery backdrops, and kids can place a figure on the hotspot to hear clubhouse sounds and phrases.

Another highlight is the PJ Masks Animal Power Charge and Roar Power Cat. Inspired by the show, this motorised Cat Stripe King toy has wheels on his feet and buttons on his back which kids can press to see his head and shoulders light up, hear battle-ready roaring sounds and see him charge forward and rear up on his hind legs. The toy is equipped with Hasbro Hero ID technology, which recognises Hero ID-compatible 3-inch PJ Masks action figures as heroes or villains and even activates some character-specific lights, sounds, and phrases.

Play-Doh continues to shape imaginations across the globe with the launch of the Ultimate Ice Cream Truck Playset. This life size kitchen allows kids to create pretend treats with the 27 tools and soft-serve station. They can also customise their creations with the sprinkle maker, tools and candy moulds, then check out customers at the register. The play set features fun, realistic music and cash register sounds that will make kids feel like they’re really running their own ice cream truck, while 12 cans of Play-Dog compound give them all the colours they need to get started. The toy food truck has also been designed with parents in mind, incorporating lots of storage and easy ways to clean up when the fun is done for the day.

8th Wonder 01942 829 811 | www.8thwonder.co.uk | sales@8thwonder.co.uk Showcasing its brand expansion for 2022, 8th Wonder has announced new wooden educational and pretend play pre-school lines with Peppa Pig, Paw Patrol and Hey Duggee.

The colourful Peppa Pig Musical Table can awaken kids’ musical talents as they tap the cymbal, shake the clapper, bang the drum, rub the guiro and slide notes off the xylophone. Peppa Pig sits in the middle of the table and offers dual playability as a shaker instrument and a friend for kids to use in imaginative play. The musical table’s size also means music can be made on the go or at home and it can be stored away easily.

Another new addition is the Paw Patrol Marshall’s Deluxe Fire Engine, with 22 accessories including extendible hose, hydrant, fires and cones. The fire engine includes a steering wheel, moving pedals, gear stick, ignition key and removeable radio. Pup pal Marshall can be placed in the extendible ladder attached to the fire engine or by the child’s side during transit. A road map of Adventure Bay is next to the dashboard, with a compass to use for direction and a siren with sound to press whenever it's an emergency. Kids can also add a personal touch to the fire engine with the vibrant Paw Patrol stickers included or simply use them for decorating photos or notebooks. The fire engine is suitable for both indoor and outdoor play.

Also new is the Hey Duggee 28-piece Baking Set. Kids can pop their Hey Duggee chef hat on as they bake four delicious carrot cupcakes. With the help of the recipe card, they can use the set of scales to weigh out the ingredients, cut the butter and carrot, crack the eggs, sieve the flour and pour the sugar into the bowl. When all the ingredients are prepped, all it takes is to turn the dial on the mixer to create a batter ready for the oven.

All of 8th Wonder’s wooden lines are FSC-certified and the company is also continuing to strive for a plastic-free future for its packaging, with many more sustainable methods in the pipeline.

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Learning Resources 01553 762276 | www.learningresources.co.uk sales@learning-resources.co.uk This year, Learning Resources trade customers can look forward to the launch of several new products in the brand’s pre-school educational toys category.

Most young children know Numberblocks, the award-winning CBeebies series that shows children how numbers really work. In 2020, Learning Resources launched the first of a range of licensed Numberblocks products, the MathLink Cubes Numberblocks 1-10 Activity Set, followed by the launch of the 11-20 Set in 2021.

Aimed at children ages 3+, the best-selling sets bring all the magic of on-screen learning with the Numberblocks to life in the hands of children as they build their very own Numberblocks and learn about numbers using each set’s Character Cards. Each set also includes maths activities related to selected episodes, which reinforces the early years maths concepts seen in the series through fun, hands-on play-based activities.

Learning Resources will launch of a range of new products in 2022 and beyond, the first of which is the Numberblocks Reusable Clings, available in April. Building on the home décor trend of combining living and learning, children can use the Numberblocks Reusable Clings decals to recreate the Numberblocks One to Ten on almost any smooth surface, from windows to walls.

This new product lets children express their creativity and engage with the Numberblocks characters in a new way, and the Clings can be repositioned over and over again without leaving a sticky residue. The versatility and visual nature of this new product makes it ideal for creating eye-catching in-store retail displays.

Learning Resources will also be expanding its range of social-emotional learning (SEL) products. Designed to help children express and manage their emotions through play-based activities, the Express Your Feelings Sensory Bottles include four child-safe, permanently sealed, hourglass-shaped bottles that are tactile and soothing to hold.

Each bottle features an expression - happy, sad, angry and scared - and is filled with liquid and material to create a flowing action that represents the emotion. Happy includes gold glitter, sad has a slow-motion lava lamp-like effect, angry is red and scared is green. Move the bottles around and watch the mesmerising motion of the liquid and colour inside. Each child-safe bottle is permanently sealed and easy for little hands to grasp and control.

Both of these new launches will be integrated into Learning Resources’ ongoing marketing campaigns. Aimed at growing brand awareness, the mix of marketing activities includes digital and print advertising, social media content, user-generated content collaborations with bloggers and influencers, PR activity, and promoting the products at press industry events.

To support retail trade customers, marketing assets are available via the Learning Resources marketing resource centre online portal.

Alpha Group UK 01293 804599 | www.alphatoysglobal.com Alpha Group’s flagship global pre-school animation property, Super Wings, first hit UK screens in 2017 and is now in its sixth consecutive year with dual broadcast partners Tiny Pop and Cartoonito. The popular animated series follows Jett and friends as they deliver packages around the world, helping pre-schoolers learn about different cultures and languages, as well as highlighting the important values of teamwork, friendship and problem solving.

The extensive content slate airs globally through leading broadcast partners via both linear and on demand platforms, alongside a successful You Tube channel boasting 2.35m global subscribers.

Super Wings Season 6 launches this year on both Cartoonito and Tiny Pop with 40 new episodes, and Season 7 and a Movie are both in development. Season 6 features a brand-new World Guardians theme which tasks the Super Wings crew with protecting the environment. The master toy range from Alpha sees a number of launches throughout 2022 to support the new Season 6 animation and in the first half, the best-selling Transforming Figure range will add three new characters which all transform from plane to robot in a few simple steps. Collector packs will be updated to feature fresh new character selections across a variety of scales and formats.

The highly popular Golden Boy character which launched in 2021 as a rival figure to the Super Wings crew, will also be offered in Deluxe form with 6” scale, lights and sounds, high metallic finish and firing missiles. For autumn winter, a key new play set will be launched with a strong media campaign – the World Aircraft Robot transforms from an aircraft into a huge 36cm Robot, as seen in the animation.

The Super Wings franchise is supported with significant UK marketing investment extending across multiple platforms throughout 2022, including linear TV sponsorship, digital pre-roll, parental social media, kids press, a large paid influencer initiative and PR/gifting activity.

Alpha is also pleased to continue its master toy partnership with Herschend Entertainment Studios on Chuggington. The popular pre-school property launched in Jan 2021 via major broadcasters including CBeebies in the UK, with a daily prime time slot. Now in its sixth series, content is available on both linear and VOD platforms. The range includes products across three different scales and introduces innovation into the category. Pop & Transform engines offer a large-scale format with surprise transformation features revealed at the push of a button. The mid-size Touch and Go range includes touch sensitive activation with motorised technology to start and stop the engines. Look Alive trains are entry level engines with surprise motion features and a mini puzzle to create the Chuggington World map. Several other key play sets adopt popular Chuggington themes from the animation along with RC Wilson, which will all be promoted throughout 2022 across extensive digital and social media platforms.

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Character Options 0161 633 9800 | sales@charactergroup.plc.uk

Golden Bear Toys 01952 608 308 | www.goldenbeartoys.com With two of the UK’s top pre-school licences within its portfolio, Golden Bear offers retailers and consumers a solid collection of plush, play sets and character figures comprising some of TV’s bestloved and popular characters at the helm.

Cited as one of London Toy Fair’s Hero Toys for 2022, the Hey Duggee Transforming Duggee Space Rocket allows children to play while on the go. This 2-in-1 transforming toy sees astronaut Duggee transform into a space rocket with fun features and surprise. The themed play set comes with exclusive Spaceman Duggee figurine and includes fun space sounds as well as the new Space Song direct from the TV series. When kids press the button on the handle, the Squirrels will count down to blast off as the jets light up.

Bringing a new camping theme to the brand, the Hey Duggee Explore and Snore Duggee is a reversible, electronic plush and features Duggee in two different outfits. Duggee’s hiking gear transforms into his sleeping bag by a simple adjustment of his backpack, and he says say phrases depending on which outfit he’s in. A mini Stick plush is included to accompany Duggee on his travels, plus free downloadable content is available by scanning the exclusive on-pack QR code, including recycling tips, activities, badges and craft ideas.

Golden Bear continues to develop new Bing lines, and hero products include the new Bing & Biteysaurus soft toy which sees Bing in dress-up costume to match his famous toy dinosaur. There are also new Bing Figurine Play Packs allowing pre-schoolers from 12m+ to bring their favourite bunny and his companions to life through themed role play sets.

As plush partner for hit CBeebies show The Baby Club, Golden Bear’s family of characters are exact replicas of those featured on-screen with presenters Giovanna Fletcher and Nigel Clarke. Golden Bear’s Baby Bear soft toy features colourful paws and a friendly smile.

New to the In The Night Garden range is the Igglepiggle Super Soft Blankie Bundle – a soft cuddly Igglepiggle which comes with a detachable comfort blanket for little ones to snuggle up to, to get to sleep. When not in use, the blanket attaches back to Igglepiggle by Velcro, leaving him snuggled up and ready for children to carry.

Brand-new IP Curlimals are cute woodland creatures offering a range of entry-level interactive plush which respond to touch with over 50 sounds and reactions. There are three colourful characters - a hedgehog, bunny and badger each with its own unique sounds to reflect their personality. A gentle stroke on the head awakens each Curlimal and they uncurl as they respond with more attention. The characters then giggle, sing, hum, sneeze and burp, until they curl up into a sleepy ball again and begin to softly snore.

Award-winning IP Windy Bums has been expanded to include new characters. The fun plush range welcomes Donkey and Pig to join the already popular family of Unicorn, Monkey and Panda. Windy Bums characters are cute and cuddly but when their bums are tapped, they make trumping sounds and giggle and bounce across the floor.

Tapping into the evergreen appeal of space to younger children, Astro Venture offers a range of compatible outer space themed sets to encourage imagination and curiosity. Providing a choice of price points, the range incorporates realistic elements giving children the autonomy to create both real-life and fantasy adventures.

Character Options has a host of pre-school brands to keep little ones entertained, with Eco Plush, Weebles and Morphle lines bringing to life some of the best-loved characters from TV. The Eco Plush collection features eight-inch plus preschool pals to collect, with characters from CoComelon, Blippi, Barney, Peppa Pig, Teletubbies and My Little Pony. Suitable from 18-months, the super soft toys are made entirely from recycled materials, including the fabric, filling and thread, displayed within an FSCcertified platform box. With a bespoke packaging style guide and green leaf emblem stitched onto each toy, parents and gift buyers will be able to quickly identify the toys as eco-conscious options.

A classic, pre-school toy has returned in 2022 with Weebles. There are initially eight wobbly Peppa Pig characters to collect, as well as multi-figure packs and the Wind and Wobble Playhouse, where the Weebles can wobble up the stairs and down the slide, before spinning around on the roundabout and swinging on the swing. There are also vehicles, including the PushAlong Wobbily Car and the Pull-Along Wobbily Train.

Character Options has also entered into negotiations to bring Bluey, CoComelon and My Little Pony themed Weebles to retailers in the autumn, setting up the portfolio to grow and attract a new generation of preschoolers.

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Preschool Toys

Pre-school

Halilit 01254 872454 | www.halilit.co.uk | sales@halilit.co.uk Building on the success of its Hunny Bunny Stacker, Taf Toys has developed a more extensive range that aids children past the six-month stage and into the pre-school years. Featuring ‘easier learning’ call outs, the packaging is designed to showcase how each of these items will help develop skills, while also being great fun for little ones.

New for 2022 are Taf Toys’ My First Magnetic Fishing Game and My First Domino Rally, suitable from 12 and 18 months respectively. The Fishing Game utilises a lightweight Magic Magnet Catcher, designed specifically for little hands to easily grab, while the double-sided board allows for longevity with play. Encouraging free play as well as an introduction to numbers and counting, the 10 fish are paired up in size and design making this ideal for matching games as well as learning numerical and size ordering. As their co-ordination grows, Taf Toys’ My First Domino Rally will aid in the delicate task of balancing dominoes, by providing a base tray with colour matching slots to stand the dominoes in. From here, toddlers can knock over their stacked dominoes, before progressing to free hand once they are steady enough. The double-sided dominoes also offer two levels of play – first matching the Savannah Adventures themed pictures, and then moving onto matching the numbers in more traditional domino play.

For AW22, Taf Toys is excited to add the My First Magnetic Peek-A-Boo Puzzle to this collection. Featuring a circular base game and 20 different tiles, parents can choose a learning theme – animals, fruit, shapes or numbers and hide these under the magnetic covers. Toddlers can then use the oversized magnet catcher to reveal what’s underneath, developing memory and language at the same time.

2021 saw the launch of three new toddler toys, designed to help develop the essential motor skills required at each stage of baby’s journey. The North Pole Ball Drop Stacker is perfect from six months enticing babies to learn about cause and effect by stacking the three boxes and watching the balls disappear at the top only to reappear at the bottom. Fast becoming a top seller for the brand, the Koala Tissue Wonder Box is a sensory delight for babies learning to sit up. Complete with eight colourful organza tissues and two textured crinkle blankets, little ones can have fun hiding the tissues in the box, only to pull them all out again in quick succession. From 12 months, Taf Toys also offers the Savannah Sort & Stack, an eye-catching toy with eight colourful shapes, which can be stored easily when not in use with the various shapes and boxes all fitting neatly inside the largest.

Alongside active social media, PR and consumer marketing, Taf Toys can offer shelf strips for stores and also has a range of aspirational lifestyle images and video content that retailers can also use to supplement online listings.

Flair 0208 643 0320 | www.flairplc.co.uk Promoting self-care and mindfulness, Flair is to introduce a new collection for pre-schoolers: Mindful Lil Minds.

The new toy range focuses on educating little ones on the importance of creating an everyday meditation practice. Not only are the toys cute, they’re also designed to help young children become more present, while also supporting self-care and offering ways for children to help manage their emotions in stressful situations. Useful to parents and teachers as an educational aid, the collection launches with two lines: The Breathing Meditation Plush and the Calming Weighted Blanket Buddy.

The Breathing Meditation Plush is a cute, soft and cuddly koala bear which gives a five-minute guided meditation when its right paw is pressed - the perfect amount of time to allow the child to calm down without losing interest. The koala also breathes with the child as its belly expands and retracts in time with the guided meditation. It features a soothing eucalyptus smell and a weighted beaded bottom to make him cuddlier and all the more comforting.

The Calming Weighted Blanket Buddy is a 2kg weighted blanket that comes with a soft plush koala attached and is ideally sized for travelling. Little ones can press their koala’s right paw to begin 10 minutes of soft white noise, further supporting relaxation and soothing ahead of bedtime.

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Pre-school

Schleich 01279 870000 | www.schleich-s.com/en | schleich@schleich.co.uk

Schleich’s popular and diverse pre-school Farm World range welcomed 10 new and well-loved animals to its line up in January, each meticulously and authentically designed as a story starter to inspire little imaginations.

New characters include a powerful Ram with eye-catching spiral horns; a cute Lop-Eared Rabbit; a Stork; Pig and her Piglet; a pretty Belgian Draft Horse and a selection of four-legged friends incorporating an Afghan Hound, Bull Terrier, Goldendoodle and Ragdoll Cat, catering to demand for the pet theme.

July sees the introduction of six new plays sets which will broaden the already vast Farm World, offering flexible design options and new functionality.

The sets include the Friendly Dog House complete with Australian Shepherd Dog and her Puppy; the remodelled Mobile Chicken Coop; the happy trio of Chicken Friends; plus three exciting Western riding themed products – Western Riding Adventures with a Quarter Horse Stallion, Black Angus Calf and Labrador Retriever; Cowboy Team Roping Fun with Quarter Horse and Texas Longhorn Bull; and Cowgirl Barrel Racing Fun with black Appaloosa Stallion.

Ranger Tom is also back with several new novelties offering wild adventures across each continent, set to be introduced to Schleich’s Wild Life offering, sparking curiosity in the natural world for children aged 3+. Available now, both well-known and less familiar new animals include a colourful Flamingo; an Iguana; a Cougar; a Beaver and an Emperor Scorpion – one of the largest of its species. Exotic additions also include a Tapir and Baby Tapir; Slow Loris famous for his big eyes; and a Mandrill – considered the most colourful mammal in the world.

Launched in 2021, Schleich is also further expanding its partnership with National Geographic Kids with the addition of five new action-packed Wild Life play sets available from July. Featuring several exclusive figures as well as newly developed accessories, the new sets will comprise Koala Mother and Baby; Outback Adventures featuring a Ranger complete with backpack and binoculars; Antarctic Expedition with opening igloo, baby penguin, slide and sled – the first Schleich set to be based on the icy continent; and Danger in the Swamp, featuring Schleich’s best-selling Alligator and an Anaconda - the brands first bendable animal.

Simba Smoby Toys UK 01620 674 778 | www.simba-dickie-group.de/en sales@simbasmoby.com From Smoby and AquaPlay brands to the ever-popular master toy range for Masha and the Bear and Peppa Pig Bloxx first construction sets, there are many new additions to Simba Smoby Toys UK’s pre-school portfolio this year.

The Disney Frozen Playhouse comes in the Frozen colourway and is decorated with Elsa and Anna images, ideal for young fans to recreate their favourite movie moments.

Kids can also enjoy role play with the Sweet Corner Playhouse - an ice cream parlour which comes packed with fun features - and the Smoby Garden Kitchen, which comes fully fitted with grill, fryer, and sink with water pump, so kids can pretend to host a summer BBQ. Perfect for encouraging active play is the Smoby Adventure Course, which comes with a variety of base and walking board pieces that can be configured differently each time, helping children practise their balancing, coordination, sensory and motor skills.

Sitting alongside the new Smoby lines, is the classic AquaPlay portfolio, inspired by canals. These toys have been making a splash in children’s learning journeys for almost 50 years, with an array of sets that let kids see engineering in action. Lines include the AquaPlay LockBox, as well as AquaPlay Adventureland and AquaPlay MountainLake.

New for 2022 is the Big-Bloxx Peppa Pig construction range, which includes something for all budgets. From starter sets and basic sets all the way through to larger play sets, Peppa fans will have great fun building a world of Peppa. Must-haves are the Big-Bloxx Peppa’s House Construction Set and the BigBloxx Peppa Campervan Construction Set. Following another strong year as master toy partner for Masha and the Bear, the firm will continue to drive demand for the collection with an always-on marketing campaign.

The range comprises a wide selection of proven sellers that offer great value for money; a year-round favourite is the Small Doll and Bear Twin Pack.

The pre-school portfolio also includes a collection of Disney plush and benefits from comprehensive marketing support.

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Pre-school

Dantoy (+45) 4043 0241 www.dantoy.dk @dantoy.dk

Dantoy has launched a new range of sand and waterplay toys, Blue Marine Toys, made from recycled maritime waste such as fishing nets, ropes and trawls.

The range joins existing ecocollections from Dantoy; the company launched its Bio-line in 2018, made from sugarcane, and its Green Bean line in 2020 which comprises products made from internal waste. The company’s commitment to sustainability was further cemented last year, when it launched the Take Back strategy, where damaged Dantoy products are collected to make new toys.

The Blue Marine line, which is 100% recyclable, is made from maritime gear such as fishing nets, ropes and trawls which is transformed into a collection of sand and waterplay toys in bright colours at the company’s own factory in Hobro, Denmark.

The toys are directly inspired by the material they are made of; consequently, the Blue Marine Toys collection features colours and shapes inspired by sand, water, corals etc., adding an extra dimension to the line.

The range consists of products which can be considered as small parts of a story. Net constructions that are reminiscent of fishing nets, a mill where the sand runs through several processes – mirroring plastic materials being thoroughly sorted - lorries carrying maritime gear and boats coming from the seas.

With Blue Marine Toys, some of the products carry a label or a simple swing tag that tells the child a bit about the positive story behind the toy. Other products have a cardboard cover, but all the packaging is FSC-labelled.

The range includes the Blue Marine Toys Boat and Sand Set and the Bucket Set, which both consist of several elements that provide ample opportunity for sensory play and exploring sand and water in the great outdoors including boats, sieves, buckets, rakes and spades. There is also a backpack made from recycled fishing net.

It is estimated that more than 12m tonnes of plastic ends up in the sea every year and 10% of this is maritime gear such as nets, lines and ropes. Armed with these facts, Dantoy says it was a natural choice for the team to develop a line where such items can become a part of a sustainable and circular economy.

Amaroni 01205 260 384 | www.amaroni.com The Haba Clever Up! Building Block System offers a world of creativity with its varied selection of clear, simple shapes that combine to make different pattern and construction combinations. The set, which is suitable for ages 1-8, also helps illustrate simple mathematical concepts and introduces young children to the basic laws of physics such as movement, balance and momentum.

There are four different size sets to choose from, from Clever Up! 1.0 (46 pcs) to Clever Up! 4.0 (160 pcs), and each enables children to gradually learn to create more complex shapes and three-dimensional constructs, offering variety in play and helping children to develop an understanding of space.

The building block system comes in a plain wood finish, which means it is easy to grasp, even for the smallest hands, so children fully concentrate on exploring the shapes of the building blocks. In free play with this building block system, children learn how to plan independently and naturally acquire problem solving skills, as well as developing dexterity and language skills.

Each sets includes a heavy-duty cotton storage and carrying bag, and an educational booklet with child-friendly explanations of simple physical and mathematical relationship including brainteasers and dexterity tests which introduce children to the mental skills that are increasingly necessary in a digital world.

Haba products are PEFC certified and use timber from sustainable forestry in Germany.

Amaroni is the official distributor for Haba toys and games in the UK. All products are available for purchase on the recently launched Amaroni B2B website which provides a streamlined and simplified purchasing process for retailers with real time information on pricing and stock availability. To register, visit www.amaroni.com and click on the Trade link.

The Amaroni product range is sourced from toy producers that embrace social responsibility.

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Pre-school

Melissa & Doug 0800 731 0578 | www.MelissaAndDoug.com

Melissa & Doug has a host of new pre-school products launching for A/W 22 across its core portfolio as well as within its nature-inspired Let’s Explore and Viacom licensed ranges.

Within the core portfolio, this year’s hero pre-school product for A/W is the Patisserie Bake Shop, which will inspire children to set up shop at home and role play being either the patisserie owner or customer, emulating realworld scenarios using the predominately wooden accessories.

Continuing with its commitment to screen-free play, the Melissa & Doug Let’s Explore range has been designed to inspire children to enjoy nature and the outdoors. Launching in S/S, the new Flower Gardening Play Set will have children pretend ‘planting’ and ‘growing’ two types of flowers; using a water spray, they can watch the flowers ‘bloom’ and change colour before their eyes.

For A/W this year, the Rescue Ranger Dog is a themed plush character perfect as a companion for a child’s outdoor ramblings, thanks to its adventure vest, which can also be worn by a child as a belt, with handy front pockets for two walkie-talkies and first aid gear.

Now in its second year, Melissa & Doug’s successful partnership with Viacom strengthens with new Paw Patrol and Blue’s Clues launches this A/W. The Blue’s Clues products align with the themes of the hit TV show which teaches children about real life scenarios such as the Blue’s Clues Eye Doctor Play Set which includes 12 eye exam accessories for role-playing an appointment at the opticians. Hidden patterns on the activity sheets – only revealed when looking through the pretend optician’s glasses – also offer extra play value. The Blue’s Clues Wooden Activity Board is another classic developmental toy which teaches fine motor skills, colour recognition and problem-solving.

For Paw Patrol fans, the new Melissa & Doug products include the Paw Patrol 4-in-1 Magnetic Mazes which combines four play scenes into one self-contained board. The attached magnet attracts the pieces secured under plexiglass for mess-free play. There’s also the Paw Patrol See & Spell Pup Pad, which incorporates different play patterns teaching pre-schoolers spelling using scenes easily recognisable from the TV show.

One For Fun 0141 613 2525 | www.oneforfun.com sales@oneforfun.com The brand-new BB Junior Range of cars, vehicles and play sets made its debut at this year’s London Toy Fair. A key line for 2022 is the BB Junior Push n Glow range, comprising four cute light up and sound vehicles built specifically for younger children. There are four to choose from - Police Car, Fire Truck, Dump Truck and a Train – each with a cartoon character like appearance, complete with big eyes on the windscreen. When pressed on the top, the roof lights illuminate and the vehicle makes sounds. They each come in open ‘Try me’ packaging.

The BB Junior Drive & Rock collection also appeared for the first time at Toy Fair, combining chunky, robust, colourful vehicles with a removable musical component. There are three to choose from: BB Junior Drive & Rock Fire Truck with Keyboard, Cement Mixer with Drum or Tow Truck with Guitar. Each musical instrument has two different game modes and pre-set melodies with a free game variant too. The range, which is suitable for 12 months and up, also helps with development of hand/eye co-ordination.

Tobar’s Animigos range of plush, lifelike animated animals continues to grow with new additions including Flipping Panda, Walking Cockapoo with lead, Walking Maltese Dog and Walking Elephant. 2022 also heralds the introduction of a Koala and her Cub, Hanging Lemur, Hanging Sloth and Hanging Chimpanzee. Other additions will be a non-animated Cockapoo Puppy, a Westie, Rat with a squeak, Budgie, Red Panda and Guinea Pig. Tobar also has a classic Scandi-style pre-school wooden toy range which is joined this year by the Wooden Jointed Worm. With jointed body sections linked together by an elasticated cord, the flexi toy can be posed into several different positions by twisting and turning the colourful sections. There are two designs available, each one with a natural-wood head and five different body colours leading to a yellow tail.

The Wooden Learning Clock teaches toddlers all they need to know about time while evergreen classic the Wooden Stack and Sounds Train comes in ‘Try me’ packaging for on-shelf appeal.

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Pre-school

Spin Master 01628 535 000 | www.spinmastertoys.co.uk New this season for pre-schoolers from Spin Master is the Paw Patrol Rescue Knights range which focuses on a trouble-making pup named Claw, who descends on Barkingburg riding his dragon.

The new selection of vehicles and pup figures includes the Rescue Knights Pup and Dragon Packs. Featuring authentic dragon graphics and details, the Rescue Knights Hero Pup & Dragon Assortment and the Knight Themed Deluxe Vehicles are suitable for kids aged three and up.

The Rescue Knights transforming Deluxe Vehicles see Chase and the gang's vehicles get a medieval makeover with dragon-inspired details and an exciting rescue tool transformation. With different pup vehicles to collect, each set also comes with a figure geared up in their Rescue Knights armour ready to save the day. Fans can collect the full range and let their imagination create medieval rescues, just like the ones from the hit TV show.

Also available in the new range is the Sparks the Dragon & Claw set: a set of action figures which comes with an exclusive figure of Claw the pup and a large-scale Sparks the Dragon figure with his super wings, two projectiles and a saddle for Claw to ride in.

Spin Master has also launched the new Rescue Knights Castle HQ play set, a 50.8cm-tall fortress that looks just like the castle from the hit show. The set features a mini dragon, throne, ladder, table and an exciting rising tower transformation.

Also for pre-schoolers, Spin Master offers a selection of toys from 100-year-old plush company Gund.

Animated plush Kissy the Penguin is packed with features including interactive song and game modes that teach children how to blow kisses.

IMC Toys 01904 720 908 | www.imctoys.com

| info.uk@imctoys.com

IMC has reported a double-digit growth in sales of its best-selling interactive dolls range, Cry Babies, with the brand currently holding the No.1 position. The business continues to invest heavily in the brand, evolving both its core dolls and focusing on new product development to provide retailers with an extended line at a selection of price-points that offer brand longevity for consumers.

New to the portfolio are Cry Babies Tiny Cuddles, designed as a quality, value-driven line to offer smaller, soft-bodied versions of Cry Babies. The dolls still cry real tears, offering brand consistency at an alternative and widely accessible pick-up price. Launching with Cry Babies Tiny Cuddles Tutti Frutti and Cry Babies Tiny Cuddles Flowers, each series includes four different fruity or flower themed characters to collect for toddlers aged 18 months and over.

The latest addition to the core range is Fun n’ Sun Ella, with interactive and surprise features to engage young children from the age of 18 months. Ella cries real tears and makes realistic baby sounds, but will stop crying once she has her dummy. She comes with six themed accessories and has been designed for playing both in and out of water. Ella also features secret sunlight and water sensors. Once placed in water, extra strawberries are revealed on her swimsuit, and when she’s in sunlight her freckles magically appear.

The Cry Babies Dressy range comprises of Coney, Lady and Dotty, complete with cute, on-trend outfits, real rooted hair for extra styling fun, crystal eyes and a lightweight design for easy-carry and on-the-go imaginative and nurture play. The Cry Babies Kiss Me and Goodnight collections bring additional features to the brand. While the Kiss Me characters blush when kissed on the cheek, the Goodnight dolls provide both a daytime play and bedtime sleep solution. When pre-schoolers remove Goodnight Coney and Starry Sky Jenna’s dummies, LED tears light up on their faces and they make realistic baby sounds. Once the dummy is returned, the doll’s face lights up like a night light. Both characters also feature soft bodies and cuddly pyjamas and play 10 minutes of soothing lullabies when their tummies are pressed.

Content remains key. New Cry Babies animated episodes will air on Kitoons (IMC’s official YouTube channel), Nick Jnr, and streaming platforms throughout the year. At the same time, the roll out of the Kitoons Over-The-Top (OTT) platform continues. Launching with Samsung and LG, the Kitoons OTT platform combines content with eCommerce, enhancing the consumer’s brand experience and purchase journey. Setting the Kitoons OTT platform apart from other streaming services, and making it the first of its kind from a toy brand, is its ability to suggest products based on the video watched to drive viewers directly to retailers.

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© P&Co. Ltd./SC 2022

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Pre-school

Hauck 07770 608858 |

www.hauck-toys.com

Hauck has launched a new toy collection which spans categories and age groups, from baby and toddler toys to those for children from pre-school age and up, and is aimed at developing children's coordination, motor skills and agility, and then going on to build strength and stamina.

A highlight of Hauck's new toy and nursery collection is the Hauck 1st Ride Three. The robust three-wheeler in an attractive Giraffe design offers a stable and extra-silent ride for the youngest children and is safe and comfortable for both indoor and outdoor use. Children from 12 months can start improving their motor skills on the tilt-proof ride-on toy and, thanks to its ergonomic shape and non-slip handles, the Hauck 1st Ride Three Giraffe offers easier pushing.

Hauck's 1st Ride Four is suitable for children 18 months plus, supporting the development of motor skills and agility on the tilt-proof four-wheeler. Its ergonomic shape and padded seat create a low centre of gravity, and this ensures a comfortable and safe ride as the rider’s legs are protected from touching the rear non-slip wheels, even when going fast.

The Hauck 1st Rocker is both an indoor and outdoor toy with multiple functions for children from as young as 12 months and well into pre-school age. The tilt-proof Fox design is equipped with a high backrest, non-slip handles and two stoppers that prevent the rocker from falling over. From around 18 months, when children have developed the ability to push themselves around with their legs, it can be easily converted into a ride-on toy by removing the two base screws. For pre-schoolers, the 1st Rocker's base turns into a balance board that helps develop advanced motor skills, endurance and concentration, as well as balance.

Older children from age four years up to 50kg can put their motor skills and stamina to the test on the Hauck Twist-it. Steered by the child's arm movements, the stable cruiser with 360-degree swivel front wheels is especially agile, and the seat can be adjusted in four positions. Grip hand and foot rests prevent slips, while smoothrunning wheels muffle noise and support speedy rides on smooth and uneven surfaces.

Little Concepts 07870132595 | www.littleconcepts.co.uk

| hello@littleconcepts.co.uk

Over 50 new pre-school products have been launched in 2022 across all Little Concepts brands.

Moluk strives to create innovative, gender-neutral products that don't just entertain kids on a superficial level but invite real interaction, and 2022 saw the launch of the pastel range of Bilibos. Bilibo was the first toy designed for Moluk and remains in many ways the blueprint for the whole Moluk collection. Deceptively simple, the iconic shell shape and colours immediately appeal to children, who can find many ways to play with Bilibo, using it to rock and spin in, hide under, sit on and peek through, providing fun both indoors and outdoors.

Also from Little Concepts is Oibo, which grows with the child, beginning as a grasping and teething toy for baby, then becoming a safe toy for throwing and catching games for toddlers. By stacking and aligning the pieces, kids can also learn about geometry while training hand-eye coordination and fine motor skills. Oibo collapses when accidentally stepped on but pops right back into shape.

Building Genius is a nine-piece set combining Hix, Mox and Oibo, each of which offer a broad spectrum of sensory stimulation and play possibilities from birth onwards. The Building Genius set grows with the child, with new uses and challenges at each stage of the child's development. Kids can grab and squeeze the shaped components, stack and nest them, and manipulate and combine the shapes. They can also be used as versatile props and accessories in role and pretend play.

The popular Pluï Rain Cloud has been complemented with the Sunny Brush in the iconic Pluï Weather gift set. Both items can be used together during bath time, providing the perfect props to explain the cycle of water to little ones.

Sustainable wooden toy manufacturer PlanToys, has revamped the Plan City category for 2022, with several new play sets and products. Continuing to innovate in sustainable materials, PlanToys has created new rubber road and rail sets from 100% natural rubber, and a new adaptor has been created to allow the connection of the new rubber track to existing wooden ones.

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LET THE FUN BEGIN! With Golden Bear

ROAR WITH BING! Place Biteysaurus near Bing’s left hand to activate roaring sounds

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Bing wears his snuggly green pyjamas & includes his Biteysaurus mask!

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Geomagworld 07831 886 997 www.geomagworld.com Magicube is the range of Geomagworld products that has revolutionised the junior Construction category, with the building system made up of magnetic cubes that attach to each other on all six sides.

The Magicube line sees the addition of three new shapes in its Magicube Shapes line: the half cube, quarter circle and the half sphere. These addons to the range allow for a multitude of new opportunities for junior builders and there are now magnetic wheelbases so Magicube constructions can free-wheel as well as free-build.

The construction possibilities with Magicube are boundless, with children able to create characters, animals and structures and even build vehicles with real wheels that magnetically attach to the blocks.

The range consists of four different items beginning with an entry level starter set and goes right up to the 25-piece Magicube Shapes set. The Magicube Shapes Line has been developed after several years of research and development and will serve as a positive addition to the current Magicube range.

Just playing with a few cubes, even the youngest of children begin to develop their first manual skills, and the new Magicube Recycled collection with 100% recycled plastic has the same bright colours and high-quality standards as the original Geomag sets.

A.B.Gee 01773 570444 | www.abgee.co.uk A.B.Gee’s expansive range of pre-school toys welcomes new additions for spring 2022 including activity sets, vehicles and puzzles.

Among the additions are new products from A.B.Gee’s exclusive Tooky Toy range, a collection of traditional toys which have a modern twist but are all made from sustainable wood.

The Latches Activity Board will keep young children visually stimulated while teaching them how everyday objects work. Kids can undo the latches to reveal which animals are underneath each hinged door with this eyecatching game of hide and seek.

The push along Camping RV has 12 accessories including two figures, helping children have fun with storytelling, while also new to this range is the Fire Rescue Train Set, a 70-piece wooden train set bursting with features including bridges, tunnels and even sound effects. The train comes with a detachable carriage featuring magnetic coupling which makes it compatible with many other railway brands. A perfect accompaniment is the Construction Yard Train Set, which contains 35 pieces including a working crane. This is not only a great standalone line but is also a fantastic extension to the Fire Rescue Train Set, allowing kids to create their own mini city.

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DKL Beysal 01604 678780 | www.dkl-beysal.uk

| sales@dkl-beysal.uk

Exclusively distributed by DKL-Beysal in the UK and Ireland, Hama Maxi beads are the ideal size for those smaller hands with each bead measuring 10mm. Hama’s 2022 Maxi set comes with 600 beads, two pegboards, design sheets, instructions and ironing paper – everything needed to create long lasting designs, as well as helping pre-schoolers tune their fine motor skills, logical skills and stimulate creativity.

The Plus-Plus range is an award-winning educational STEM construction toy that stimulates fine motor skills, creativity, focus and patience.

Plus-Plus BIG is perfect for smaller hands, and with the Make & Go! sets, young children can build fun vehicles including wheels for an additional play feature.

Tonies www.tonies.com |

sales@tonies.com

The no-screens Toniebox is a great learning tool for pre-schoolers, introducing children to new vocabulary and ideas, as well as a range of songs and stories. Softly padded, the portable device is aimed at kids aged 3+ and can be used independently with ease.

The Toniebox is available in many colours and kids simply squeeze its cute ears to change volume and tap its sides to fast forward and rewind.

Tonies has an ever-increasing portfolio of content for pre-school children, including popular characters Peppa Pig and Bob the Builder, as well as classics, fairy tales and sing-along songs.

For April, Tonies has launched The Octonauts, to transport young listeners on an underworld adventure, rescuing sea creatures and protecting the ocean, while the stories of the Mr. Men and Little Miss characters from Roger Hargreaves' iconic series of children's books are brought to life in Tonie form with Mr. Tickle, Mr. Strong and Little Miss Sunshine.

Little Red Riding Hood also takes her turn on the Toniebox, sharing five captivating fairy tales from Favourite Children's Stories, while the ideal bedtime soundtrack is released in the form of Disney's Baby Lullabies which comprises enchanting songs and Disney classics for a soothing wind down.

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With Chicco,

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Discover all toys in our Fit&Fun range! For more information, please contact your account manager or email: reception.uk@artsana.com. For full range information, please visit www.chicco.co.uk/chicco-products/toys/sport.html

Bladez Toyz 02392 658 255 | www.bladeztoyz.co.uk

| sales@bladeztoyz.co.uk

Bladez Toyz has introduced toys with STEM benefits into its portfolio of evergreen licences of Hot Wheels, Batman & Thomas the Tank Engine. The Motorised Track Playset is designed for children aged three years plus and is great for child development, helping to encourage hand eye coordination, creative thinking and problem solving.

Children can build the track using the six brightly coloured jumbo tile pieces and watch the motorised vehicle drive around it. With up to 50 different track combinations to build, the route can be changed by rearranging the tiles. Kids can build the Sodor themed track for Thomas, send Batman’s Batmobile on its way through Gotham City or race the Hot Wheels Bone speeder round and round the track. The motorised vehicles will also run on any flat surface.

HTI Toys 01253 778888 | www.htigroup.co.uk Under HTI’s Teamsterz brand, the JCB toy range now extends to include My First JCB specifically designed for the early years market. The My First JCB product range with its bright colours and fun characters, is suitable for both indoor and outdoor play. Joey JCB, Dougie Dump Truck, Freddie Fastrac and Marty Mixer are free-wheeling vehicles that are soft and lightweight and perfect for little hands to push around the My First JCB 3-level Construction Site. For younger digger, dump truck and tractor enthusiasts there is also the remote-controlled Joey JCB and Dougie Dump Truck.

The Teamsterz subbrand, Tiny Teamsterz, is aimed at 12 months plus and acts as a great introduction to the world of Teamsterz vehicle toys.

Complementing the vehicle range and play sets, Tiny Teamsterz has introduced the Ferry Boat, a brightly coloured, free-wheeling transporter with a movable loading ramp to the upper or lower deck for the two vehicles included.

Also new are the Peppa Pig Camera and Peppa Pig Clock. The no fuss camera is easy to use and comes complete with LED flash: kids just point, shoot and watch the instant photo film picture pop out. The Peppa Pig Clock introduces young children to the concept of time and is designed in the style of Peppa’s house on the hill, with dancing characters, peekaboo Peppa and turning cogs.

The Peppa Pig theme also continues into HTI’s successful dolls’ prams and pushchairs brand, Baby Chic. New for AW22 are the Peppa Pig Tandem Twin and the Peppa Pig Cutie Pram, both made in Peppa Pig print with a lilac and pink frame and aimed at the two years plus market. The Tandem Twin has a removable back seat that adjusts to a recline position, an adjustable hood, foam handlebars for a comfortable grip and an under-seat basket. The Peppa Pig Cutie Pram, like the Tandem Twin, folds down flat for easy storage and comes complete with a changing bag to complete the role play experience.

HTI Toys has developed new interactive toys for the Hey Duggee Roleplay range, adding a Cash Register, Telephone, Medic Case and Band Set, and to continue to endorse its commitment to provide a greener environment for the new generation, HTI has increased the Hey Duggee Wooden range with three new items.

The Hey Duggee Wooden Workbench and Hey Duggee Wooden Market are made with FSC approved wood and both come with a range of wooden accessories. The Hey Duggee Clubhouse Kitchen is designed to look just like Duggee’s Clubhouse from the show and features a fridge, oven and washing machine, all with opening doors.

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Eolo Toys www.eolo.com | sales@eolohk.com Eolo Toys continues to introduce innovative brand additions to its plush portfolio and one of these is the recently launched Glowies, a brand-new bedtime companion toy. The adorable, glow-in-thedark friendly fireflies offer lullabies, relaxing sounds and a timer, and also work as a night light to give toddlers added security.

Although just recently introduced, brand distribution has already been confirmed in territories such as UK & Ireland, USA, Eastern Europe, Nordics, Germany and Benelux. With numerous touchpoints in the marketing strategy, including influencers, Glowies will have 360 coverage with a huge digital marketing plan.

Building on the strong sales of 2021, Eolo has also confirmed a global rollout for the second half of 2022 for its Party Pets brand. Eolo Toys is pushing the brand to a new level with a new musical animated series and the release of a new product line with a reveal that will be supported by a marketing strategy where content plays a key role.

The Party Pets animated series will take kids on a musical journey through Ibizoo island, where babies Holly, DJ Rex, Roxanne, Slowy, Piggy and Nesha land after their spaceship accident. Together they turn the island into a fun, musical paradise. The brand is already established in numerous markets thanks to distributors and retailers that continue to rely on the Party Pets line every season.

Another of Eolo’s hot properties is Jiggly Pets and new to the range is Gigi The Giraffe, who dances, shakes her booty and has attractive stretchy yellow hair. The company has also added new Pearlescent styles to Jiggly Pup & Jiggly Unicorn items, the first characters with whom the brand was born.

SES Creative 01304 746030 | www.ses-creative.com

| sales@ses-creative.co.uk

SES Creative’s range of pre-school toys contains products for practising and developing specific skills such as fine motor skills, hand-eye coordination and learning to recognise shapes and objects. In addition, the Tiny Talents nursery line contains lots of fun activities for in the bathtub.

Safari Animals, Fish in a Row and Colouring in the Bath, are just some of the popular products in the Tiny Talents range, which has now been expanded further with variations on the already successful themes including a new version of Fish in a Row. Kids can stack the fish, connect them, or use them as a scoop or a strainer and now the set is made from a new material which changes colour in a warm bath.

Minimising mess when the little ones take their first steps into arts and crafts is as important for SES Creative as it is to parents. The Hobby 1-4 Colouring with Water range continues this theme with sets that contain wonderfully drawn images with a special ink which, when wet with a brush, turn into various colours.

One of SES Creative’s classics, the original Hammer Tic, has also had a total makeover and is now available for the very youngest children.

Kids can hit the plastic shapes into the board and create beautiful figures in a completely safe way.

Providing toddlers with a head start in maths is I Learn Numbers with which kids can learn to count from one to 12 in a playful way, counting the animals on the cards and sticking the stickers on the right spots. They have to find the card with the right number and place the cards in the correct order.

Another classic is the I Learn to Use Scissors set, which teaches children how to cut step by step. Children start with a safe pair of children’s scissors, which cannot cut fingers, hair or clothes – only paper – and when they feel comfortable enough, they can try cutting with a real pair of scissors. Once mastered, they can move onto the zig-zag scissors to finalise all the cards in the box.

SES Creative, which celebrates its 50th anniversary this year, will be supporting its products with a host of high-profile marketing activities including YouTube, Pinterest, social media and influencer campaigns in 2022 to drive interest and demand for the brand.

All of SES Creative’s products are 100% CO2 neutral, use recycled packaging with minimal plastic content, PVC free plastic, FSC certified wood and a range of hypoallergenic and gluten free products all made and designed in the Netherlands.

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Posh Paws 01268 567317 www.poshpawsinternational.co.uk sales@poshpawsinternational.co.uk All four seasons of Gabby’s Dollhouse have topped the Netflix charts for Kids Shows, and Posh Paws will be bringing out a collection of highly detailed soft toys based on the animated show this summer after adding the licence to its pre-school portfolio.

The launch range of soft toys will include the show’s most popular characters: cat enthusiast Gabby, her sidekick Pandy Paws, cupcake-cutie Cakey Cat, sparkly Meerkat and Kitty Fairy in 10” and 7” sizes.

Posh Paws’ Sesame Street Talking Tickle Me Elmo soft toy has been a hit with pre-school fans and this summer will see the launch of the new Talking Cookie Monster soft toy, which was selected as one of the Toy Fair Hero Toys winners for 2022. The new feature soft toy Cookie Monster includes 15 fun and iconic phrases that kids can interact with when they press his tummy and, for added detail, Cookie is holding a plush chocolate chip cookie.

A new range of super soft and squashy Elmo, Cookie and Big Bird will also be available this summer, adding to the existing range of 10” Elmo and Cookie characters and 8” beanies in a CDU. Posh Paws is also launching its new own-brand dinosaur range: Dinky Dinos. The first dinosaurs in this bright and colourful range are a pink T-Rex, purple Brontosaurus, teal Triceratops and peach coloured Pterodactyl in 10” and a CDU with 5” sizes.

Posh Paws’ Sunny Bunnies soft toys with special features continue to be a hit with young fans, and the range of Large Giggle & Hop Toys and Medium Giggle & Wiggle Toys all play the characters’ infectious laughter and hop or wiggle about on the floor and in the child’s hands. For pocket money pick-ups, the Small Sound Slammers play fun sounds when they are thrown and slammed on the floor.

Posh Paws Ragtales collection offers a wide choice of British designed soft toys and gifts, made using luxury fabrics, velour and hand-knitted clothing. The collection features ragdoll characters, teddy bears and wooden pull-along dogs with a traditional feel.

Chicco 020 8953 6627 | www.chicco.co.uk With a commitment to sustainability, Artsana and the Chicco UK & Ireland subsidiaries have strived to produce a range of new 2022 products that have adopted a sustainable focus.

Chicco’s Eco+ range is representative of its goals to make sustainable parenting achievable for everyone. With the new line being supported by marketing campaigns following its 2022 launch, the Chicco’s Eco+ range is designed with recycled plastics, providing parents with an eco-friendly choice without compromising on little one’s enjoyment of playtime. The Eco+ range also has eco-friendly packaging sourced from responsibly managed forests.

New for 2022, and part of the Eco+ range, is the All Around: a ride-on toy with swivel wheels that allows toddlers to move freely as they play. Featuring a compartment under the seat to store favourite toys, it also comes with a mechanical horn and stickers to customise the ride. Made from 75% recycled plastic, the ride-on is suitable from 1 to 3 years.

Also forming part of Chicco’s new sustainable Eco+ range, the new Green Hopper Balance Bike is made of 80% recycled plastic. Suitable from 18 months to five years, the bike has soft anti-puncture wheels, an ergonomic saddle and comfortable handles, helping little ones acquire the necessary balance on two wheels before moving onto a bicycle with pedals. Inspired by nature, the bike has a strong focus towards sustainability and is suitable for both indoor and outdoor use.

These two new lines, launching in 2022, are key additions to Chicco’s wider Eco+ range of toys currently available.

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www.ses-creative.com For more information please contact sales@ses-creative.co.uk or call 01304 746 030

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Trends01295 UK 768 078

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www.trendsuk.co.uk |

salesadmin@trendsuk.co.uk

In its 20th anniversary year, Trends UK is ramping up the development and production of a host of new and innovative learning toys. Many new electronic learning aids (ELA) introductions were held over from 2021 due to I.C. chip shortages which means there are 10 new items coming on stream this year.

Trends UK’s top-selling Peppa Pig portfolio will expand with three new items. A key line is the Shop With Peppa learning toy, which encourages learning about numbers, colours and objects with special interactive keys to pay the right amount at the till.

The award-winning Paw Patrol range will be joined by Chase’s Flip Up Learning Pad. Fans will enjoy interactive fun with the pups via the interactive keypad under the cover of Chase’s smiling face.

The Numberblocks Number Fun and Alphablocks Phonic Fun learning toys will launch in late spring, packed with interactive activities to develop numeracy and literacy. The Numberblocks and Alphablocks learning programmes are popular in schools and at home with huge followings on social media and fans can enjoy interactive learning experiences at home with these new ELAs. Trends UK is also introducing its new range of Paint Pop Paint Sticks, which allow kids to paint and doodle without any mess. The chunky shape is easy for little hands to hold, and the smooth, glide-on paint works without needing water or brushes. Kids simply twist to paint, and the range includes a wide variety of colours and finishes plus practical storage solutions. The Paint Pop Fun Tub (20 paint sticks) has a handy carry handle and lid, the Paint Pop Giant Storage Tube has 30 paint sticks in all the available colours.

Several supplementary packs are available to keep the creative fun going. Trends UK will be introducing the new range with major 360 marketing plans.

Mood Bears 07772939821 | www.moodbears.co.uk

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info@moodbears.co.uk

First launched in 2019, Mood Bears have been on a journey of growth and development and have already been able to support thousands of children and adults across the globe.

Not just a cuddly toy, they have been specifically designed to support mental health and wellbeing, to allow children, and adults, to express themselves when words fail them and educate children and adults, about emotions, feelings and moods.

There are now eight bears in total, each one representing a different feeling, emotion, or mood with the symbol for that mood embroidered on its feet. The bears are all brightly coloured and are made of a soft, fluffy 100% recyclable material so children can recognise, associate with and cuddle the bear to help them express themselves.

The eight bears are Happy, Sad, Silly, Nervous, Love, Calm, Angry and Hope and Mood Bears come in two sizes; the large bears are 42cm tall while the mini bears are 15cm tall. Each one shares their own poem to better understand how each bear can help and support.

Mood Bears are currently used by several healthcare teams including hospitals and each have recognised the invaluable support that the bears can bring. Suitable from birth, they can provide that support through childhood and beyond.

Pre-school

Bandai UK 020 8324 6160 | www.bandai.co.uk

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sales@bandai.co.uk

The CoComelon licensed toy range, manufactured by Jazwares, remains a major focus for UK distributor Bandai UK this year. Extensions to the range will be introduced throughout 2022 following a successful period with award-winning products across multiple international territories. Innovative design has been injected into new lines including musical vehicles – such as the Musical Family car – character figures, dolls and play sets. All SKUs include fun features, and many enjoy iconic phrases, sounds and songs from the show. New hero items include the My Friend Cody plush doll, JJ’s best friend.

Cody is dressed in a green shirt featuring his favourite animal – a dinosaur – and the doll also comes complete with a plush green dinosaur attached to his arm. Pressing Cody’s tummy activates musical sounds and cheerful phrases, including clips of Cody’s Special Dinosaur Day, a fan favourite CoComelon song.

Recently appointed as UK distributor for a new range of toys inspired by the hit Tiny Pop & Netflix series, True and the Rainbow Kingdom, Bandai UK introduces character figures, play sets, dolls and plush. The range offers retailers a comprehensive line focused on key subcategories and popular play patterns.

Hero SKUs include the 25cm True Bedtime Doll with Night Light and 30cm Lights & Sounds True Doll. Kids can hear the programme’s theme tune and nine different phrases when they press True’s tummy. The True & Friends Musical Plush assortment offers children a choice of cuddly companions from True, Bartleby and Yeti, and a collection of smaller plush dolls create an extended line on shelf at an attractive lower price point. Collectible packs of Mini Wishes are also available at entry price points along with True’s Mushroom House Playset and Strawberry Racer vehicle.

Bandai UK’s Vlad & Niki range of figures, vehicles, play sets, role play and plush focuses on the hit You Tube show’s themes and cross-category targeting. Hero product, the Vlad & Niki Rocketship Playset, captures a surprise unboxing experience, while offering themed toys and accessories based on the brothers’ adventures. The Rocketship Playset opens to reveal two levels of play, three themed backdrops and nine surprises to unbox. Also including four exclusive articulated figures, the play set comes with folding carryhandle, allowing young children to transport it while on the move.

The retro Timber Tots range is a collection of forest families, vehicles and play sets. The classic Timber Tots Magic Tree (based on the original from 1975) remains a favourite and when the roof is pressed, the tree lifts to reveal a woodland house. Inside, children can find two characters, a working lift, a swing, garage and secret hideaway. All accessories and characters are stored in the tree, so it is easy for little ones to grab and go.

The Hazelnut House and Mushroom Surprise are two smaller play sets for on-the-go fun. Both come complete with one Timber Tots family character and surprise room reveals, plus there is also an assortment of Timber Tots vehicles and family sets to choose from.

Casdon Toys 01253 766411 | www.casdon.com

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UK@casdon.com

Helping to make pretend play feel much more realistic and fun is Casdon’s portfolio of child-sized versions of much-loved household and retail products, and a new addition will be joining Casdon’s hugely popular Dyson collection later this year.

The Dyson Hair range of role-play toys includes the Dyson Supersonic and Corrale Deluxe Styling Set, which incorporates mini versions of the Dyson Supersonic Hairdryer and Dyson Corrale Straighteners. The set comes complete with two interchangeable nozzles, a barrel brush and detangling comb so little ones can enjoy a full styling experience.

A brand-new licence is joining the Casdon portfolio in 2022 - one of the world’s leading houseware brands with a global presence spanning over 100 countries – Joseph Joseph. Casdon is launching six products in the range, including the Joseph Joseph Extend which takes water play to a whole new level.

Designed and officially licensed to look just like the real thing, the Joseph Joseph Extend comes complete with a wash bowl and tray to capture small spills, while water can be pumped from the bowl through the dispenser and back again for endless play. The set includes a cleantech brush, extend dish rack, cutlery, plates and bowls which change colour when wet.

Another new product in the line is the Joseph Joseph Bake: a colourful set which features four interlocking measuring cups, a large mixing bowl, twist whisk, spatula and ergonomic rolling pin.

Meanwhile, existing best-sellers will see a contemporary colour refresh in line with Casdon’s recent re-brand. The Kenwood Mixer will soon be available in white, just like the real thing. With a two-speed battery powered motor using the Kenwood planetary mixing action, the mixer can also be operated by hand. The famous Kenwood ‘K’ beater is also included, as well as a whisk and spatula.

The Morphy Richards Kitchen Set will also be available in a new buttercream colourway and features Morphy Richards’ new logo. The set comes with mini appliances including a fillable coffee maker, a kettle that features a water level indicator and a toaster with 'pop-up' toast – plus crockery, cutlery, and play food.

For pretend play experiences that mimic activities outside of the home, Casdon’s Post Office Set, Pick n Mix Sweet Shop and Supermarket Till continue to be popular.

Designed to be true to life, right down to the last detail - Casdon's own collection of retail-themed products help children with communication, mathematics and social skills through fun role play experiences.

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www.abgee.co.uk 01773 570444

Pre-school

Just Play www.justplayproducts.com

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uksales@justplayproducts.com

With a strong portfolio of brands designed specifically with development needs in mind, Just Play offers a wide range of pre-school products, from first toys with CoComelon, interactive fun with Blue’s Clues & You!, through to the later pre-school years with Mickey and Minnie.

CoComelon has seen phenomenal success s both in the UK and the US and continues to go from strength to strength. The Just Play CoComelon range is suitable for ages 18m+, with electronic learningbased toys designed to support early years development. Packed with features, phrases and songs from the show, pre-schoolers can interact with their favourite characters while learning through play and building on key development skills such as learning to count, ABC, hand-eye coordination and problem solving.

The Blue’s Clue & You! range appeals to the slightly older pre-schooler, and the content also focuses on learning and development. Nickelodeon is committed to expanding this content with dedicated YouTube drops each week, focusing specifically on learning through nursery rhymes created specifically for the show’s target demographic. Just Play’s product range includes the hugely popular Peek-A-Blue, a plush toy who plays peek-a-boo when his tummy is squeezed as his ears lift up. Just Play’s PR campaigns will be supported with digital and TV throughout the year, alongside ‘Show to Shelf’ SKUs which make items from the content available for role play, such as the 2-Sided Handy Dandy Notebook.

Mickey and Minnie sales continue to be huge in the US and the range is growing rapidly in the UK since the roll out in 2021. The Mickey and Minnie range supports key play patterns for pre-schoolers, from farm fun to the firefighter theme which is new for 2022.

With a strong content strategy from Disney, both digitally and via Disney’s owned platforms, more and more children also have Mickey and Minnie content at their fingertips. The Just Play Mickey and Minnie range includes figures, feature plush and role play items, specifically designed to support children’s core development skills through play, as well as providing fun and entertainment. In addition to the popular 3” figure scale, Just Play has introduced a 6” Minnie figure with fashion accessories to dress and customise. Complete in a handy carry case, the line offers reusable packaging as storage and added value play.

An extensive support plan is in place for Mickey and Minnie with a digital first approach complemented with TV, including marketing collaborations with Disney during the summer and the run up to Christmas. Further marketing support will focus on the new Fire Station and Fire Truck as well as a second year of activity behind the best-selling Minnie Bow-Tel Hotel play set.

Jazwares 020 3598 5119 | www.jazwares.com Pre-school continues to be a key growth area in 2022 for Jazwares and, following the successful launch of Jazwares’ line of Marvel’s Spidey and his Amazing Friends plush and vehicles, more of Spidey’s friends including Iron Man, Black Panther, Ant-Man, Elektra and Sandman will be introduced across the line of Blind Vehicles and Disc Dasher Vehicles, while Miles Morales joins the assortment of transforming vehicles with the Quick Shot 2-in-1 vehicle. The Web Spinning Hauler spins to reveal three favourite heroes with web dart shooters, while the Hulk Demolition Hauler Track Set transforms into a racetrack with lights and sounds. New items in the plush segment include added characters in the 8-inch scale, a 9-inch Web Slinger assortment with projecting light effects, as well as a 16-inch Miles Morales Feature Plush with sounds.

There will also be additions to the Blippi range, with product innovations for 2022 reflecting the new content from the popular entertainer. Alongside refreshed figures, vehicles and playsets are new introductions inspired by the animation Blippi Wonders. Hero items include the Spinning Go Kart, The Blippi Mobile and the Monster Truck Mechanic; a 6-inch vehicle with removable covers to activate unique sounds.

The Jazwares Dino Ranch master toy line sees the prehistoric meet the Wild West. Launching in the UK this summer, the range expands on the dino-themed world of play from the popular animated children's series. Joining the line-up are Dino-Mite Blinds, Plush, Dino Ranchers Figure Packs, Feature Vehicles, Dino Action Packs, Deluxe Dino Packs and play sets including the Hatchery Playset and the iconic Clubhouse Playset.

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Little Brian 01706 666 620 | hello@littlebrian.com Little Brian Paint Sticks provide all the fun of painting without the mess and are perfect for little hands to get to grips with. They are made from solidified, vibrant paint that twists up and down like a glue stick and the water-soluble, quick drying formula also means there is no need for brushes or water. Paint Sticks can be used on a variety of surfaces from paper and card to wood and glass.

Little Brian Chunkie Paint Sticks are brand new for 2022 and are great for giant size painting projects. The large Chunkie Paint Sticks can be used to paint on brickwork, pavement, tarmac and pebbles for outdoor arts and crafts fun, ideal for Jubilee Street Parties in 2022. With each set featuring 12 Chunkie Paint Sticks in classic colours, they can also be used on traditional drawing materials.

Little Brian Bath Paint Sticks are a new addition to the growing Paint Sticks range to make bath time more fun. A fun, clean mess-free way of painting in the bath, the water-soluble, child friendly Paint Sticks easily wipe clean from baths, tiles and glass with hot water or bathroom cleaner. There are six classic colour Bath Paint Sticks in the set.

The new People Paint Sticks Set launches in May and the inclusive set features 12 different skin tone colours from around the world to encourage multicultural activities. A set of Pastel Paint Sticks will also launch for spring summer 2022 featuring six new pastel colours Several new Little Brian Paint Sticks products are scheduled for Q4 including Spooky Face Paint Sticks, a Paint Sticks Advent Calendar and Christmas Window Kit. Q4 will also see the range extend with the Little Brian Plush Character.

Vivid Goliath 001483 449944 | www.vividtoysandgames.co.uk Vivid Goliath estimates that 1 in 3 kids in the UK pre-school market now own a Ryan’s World toy. With over 68b lifetime views, 2021 saw the strongest year yet in sales out, up 17%+ year on year.

Moving into Series 9 for AW 2022, there will be more newness across the core collectibles with fans continuing to collect the latest styles of Mystery Figures, Squishy Figures and surprise Putty.

The range will also be bolstered with an all-new Series 7 Mini Mystery Egg, allowing kids to feel just like Ryan as they unbox and discover a whole host of Ryan’s World fan favourites including figures, stickers and more.

AW 2022 will introduce a new theme to the brand: Titan Universe. Kids can meet Red Titan and his superhero gang as they explore Red Titan's Universe with this limited-edition collection of heroic Ryan's World figures. The range includes all the Ryan’s World fan favourites including Mystery Figures, Mystery Micro Figures and the Eggs. The range will also introduce a large scale titronic treasure chest which transforms into the Mega Mecha Titan before the child’s eyes. They can unbox, discover the surprises, then transform the chest into a robot. The range will also be supported by engaging product videos featured on Ryan’s channel, showcasing the theme and products to his legions of fans worldwide.

Crayola’s Colours of the World range which launched in 2021 continues into ‘22 with a range of Crayons, Pencils and Markers bolstered by a new Colouring Book. Colour Wonder introduces the Bluey licence from Q1 to an already strong portfolio of pre-school character favourites, as well as a new Adventure Pups theme for Paw Patrol. The gravity defying Paint-sation range sees the introduction of a new Flip 'n’ Spin Artists Pallet to allow young artists the opportunity to continue to paint anytime, anywhere with the spill-proof painting system.

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Moose Toys 01637 882200 | www.moosetoys.com uko.tradeenquiries@moosetoys.com Moose Toys will release a new Octonauts toy line this August, in partnership with Silvergate Media, which produces the popular animated TV property.

The range will include vehicles, figures, plush and play sets based on Octonauts and its latest series Octonauts: Above & Beyond, and Moose will continue with line expansions, including new characters, vehicles and more, in late 2022.

The toys will feature all the usual Octonauts characters such as Captain Barnacles, Kwazii and Peso and the entire Octocrew, as they respond to a range of new dangers across the globe.

The first wave includes the Octoray Transforming Headquarters Playset; Octopod Action Playset, featuring the command centre of the Octonauts; and Octonauts Deluxe Vehicles, including new vehicles from the latest series as well as must-have vehicles from the original Octonauts show.

Each vehicle comes with an Octonauts crew member, creature and a collectible mission card.

There will also be collectible Adventure Packs, which include a figure, an environment, a creature and a mission card to take kids on their own Octonauts adventure. A Gup Racer Assortment will include six collectible characters and their vehicles.

The new range also includes Plush and Talking Plush: soft and cuddly Octonauts featuring four of the series’ most popular characters, including a talking Captain Barnacles who delivers some of his signature phrases.

The launch of the new line will be supported by a 360-marketing campaign including TV, digital media buys, influencer partnerships and in-store point-of-sale features.

There are five seasons and a trio of Netflix Original movie-length specials currently available on Netflix. The Octonauts official YouTube channels have delivered more than 2b lifetime views, with around 2m subscribers.

In a deal with BBC Studios, master toy partner Moose will also launch a collection of new products for popular pre-school property Bluey this spring. The award-winning TV series follows a six-year-old Blue Heeler dog who loves to play and turn everyday family life into extraordinary adventures. The new products include talking plush toys and the Bluey Caravan.

Sambro Toys Sales@sambro.com Sambro International holds creative licences with numerous popular pre-school age brands, with the Peppa Pig and Paw Patrol ranges firm favourites among both parents and pre-schoolers alike.

Key categories for both brands include a wide range of arts and crafts, outdoor and novelty lines.

Developed in partnership with Hasbro, a key product for Sambro is the Peppa Pig Arts & Craft Caddy. In the shape of the iconic Camper Van, this craft set contains everything little ones need for hours of fun and creativity including colouring pencils, paint brushes and a whole host of other crafts products.

Another key product for pre-schoolers is the Paw Patrol Casting Station with which children can have fun creating and painting their favourite Paw Patrol characters with the 3D paint and mould station. One pack enables children to create over six figures, and each set includes instructions to help get them started. They can use the included plaster to cast their characters, then paint them in any design they like.

Both the Peppa Pig Arts & Craft Caddy and the Paw Patrol Casting Station are available from August 2022.

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Pre-school

Toynamics UK & Ireland 0116 478 5230 | www.toynamics.co.uk | sales@toynamics.co.uk New in the role play category from educational toy brand Hape is the Hape Gearhead Stunt Garage. With endless play value, the wooden structured stunt garage has two floors, an easy-to-use lift, two electric charging points, a service station and a loop the loop stunt ramp. The Garage is expected to become a favourite like the best-selling Hape Fire Station. The Fire Station includes sound and light effects, a fire engine, fire fighter and rescue dog.

Both products are suitable from three years plus. For 2022, Hape is offering consumers new lower prices on some of its pre-school role play toys, including the Doctor on Call set.

Hape has expanded its doll house offering this year with the launch of the interactive Rock & Slide House. With 360 degrees play and two floors, the house features a garden, pool, cinema room and music room and has sound effects which are triggered when the toy figure is placed on one of the LED floor lights.

The house, which is suitable for four years plus, comes with 24 accessories, including girl and boy figures that can hold items in their hands. The collection also includes the popular Hape Adventure Van, an all-in-one camper van with dolls, accessories and activities.

In musical toys, Hape offers a collection of instruments to give children their first musical experience and to help develop auditory and creative skills. New for 2022 is the Learn with Lights Piano, a play-along, 25 key electric piano with light-up keys. Children follow the lights to learn how to play and can record themselves to playback later. The new piano is an extension of the Learning range which includes the Learn with Lights Ukulele that helps children learn the basics of playing by plucking and strumming along with the flashing lights to guide them; Learn to Play Drum, where lights flash along the drum’s rim to help create a rhythm; and Teach-me Harmonica where children follow the light up play panel to blow a melody.

For younger children from 12 months plus, new for 2022 is the Nature Exploration Play Cube.

Complementing Hape’s best-selling Country Critters Play Cube, it has five sides of fun activities for little ones to develop essential skills such as fine motor skills, concentration, and colour and shape matching.

Hape is just one of the many great brands Toynamics UK & Ireland offers. All brands benefit from full marketing support, including shop-in shop solutions.

Little Tikes 0845 0533 333 | www.littletikes.co.uk Kids can get packed and ready to explore the world with Little Tikes Learn & Play Learning Activity Suitcase. The suitcase features three activity modes so kids can discover, pretend play and enjoy songs, sounds and phrases. It is fully interactive and will keep kids busy with travel activities like scanning a boarding pass or passport, hearing travel phrases and playing with maps that represent every continent.

An extendable handle means kids can also roll their suitcase anywhere.

The new Count & Learn Hammer by Little Tikes teaches numbers and colours. Little ones can learn the numbers one to 10 with a bang of the soft toy - they simply tap or shake it to activate the eight silly sound effects – while the hammer, with soft hammerhead, also teaches colours with a colourful light display with each tap.

The 2-in-1 Activity Tunnel encourages crawling, reaching, grasping and grabbing with ball play, side windows, silly sounds and music. Kids can crawl through the extendable tunnel, use the side windows to play peekaboo, or throw the balls to activate silly sounds. The extendable crawl through tunnel is made of durable, flexible fabric and collapses for compact storage.

Available in pink or orange, the 3-in-1 Activity Walker encourages first steps with light projections on the floor to inspire little ones to move forward and find their feet. The multi-functional product features activities and fun for standing and walking play.

The award-winning Activity Garden encourages toddlers to explore the world around them. As an enclosed play environment or a two-sided play centre, the multi-functional Activity Garden includes a crawl through archway, an interactive telephone and much more.

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W W W. M O O D B E A R S . C O . U K INFO@MOODBEARS.CO.UK 07772939821

Pre-school

VTech 01235 555545

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www.vtech.co.uk |

trade_sales@vtech.com

First introduced to the market over 10 years ago, the popular Toot-Toot Drivers Garage will have an upgrade for autumn winter 2022 with the third generation.

Compatible with old tracks and keeping the classic, signature Toot-Toot DNA, the role-play based play set will have a new colour palette, and the fun manipulative features have also been enhanced.

The Toot-Toot Drivers Garage comes complete with a speedy stock car, so little ones can zoom around the garage visiting the different areas. The stock car's engine can be serviced at the tuning station, while kids can also fuel up with classic fuel or super-charged electricity. There’s also a convenience store and car wash, while other features include liftable gates, swinging signs and ramps to race around. The play set includes six SmartPoint locations that interact when driven over.

Five Toot-Toot Drivers vehicles are also having an update in autumn winter 2022. Again with new, vibrant colour palettes, the cars will have more detailed features and more dynamic expressions. All vehicles are compatible with old track and the perfect size for little hands.

Manipulative features introduce children to pretend play and will entertain with the light up face button that triggers character phrases, fun music, realistic sounds and songs.

Leapfrog 01235 555545 | www.rainbowdesigns.co.uk

|

Vwww.leapfrog.co.uk

New additions to the LeapFrog range this autumn/winter that are perfect for pre-schoolers include the new LeapGlobe Touch. Children can spin the globe and see the lights as they learn, with 48 touch sensitive landmarks and graphics that teach about interesting places across the world. The three modes of play allow kids to explore the globe, hear world music and play a fun quiz, finding various landmarks or animals based on descriptions. They can press the four different category buttons to hear fun learning songs about greetings, animals, countries and continents.

With Clic the ABC 123 Laptop, kids can practise letters, counting and basic computer literacy. Clic’s hands move, and his face animates as he tells jokes, sings and dances. There are over 10 engaging activities, such as pressing the letter and number buttons to hear their names and see silly animations, or counting the snacks and feeding them to Clic. Kids can also code simple programs to clean or cuddle Clic and can even practise typing by sending and receiving texts to his friend, Computer Chip.

Both the LeapGlobe Touch and Clic the ABC 123 Laptop are available from July and suitable for ages 3+ years.

ToyTopic sales@toytopicgroup.com ToyTopic is expanding its product ranges and introducing new pre-school brands for 2022. Meeting the increasing demand for the hugely popular Pinkfong Baby Shark phenomenon, ToyTopic’s portfolio of plush, pre-school, learning and bath toys has something for every fan, including the new Baby Shark’s Big Show! Mix & Match Bath Swimmer, which launches this spring.

The most watched video in YouTube history with over 9.4b views and the biggest launch ever on Nick Jr. UK with Baby Shark’s Big Show!, the series is anticipated to reach even wider audiences in 2022, airing on Freeview TV channels. Baby Shark’s Big Show!

Mix & Match Bath Swimmer will be supported with influencer campaigns, digital marketing and PR activity.

ToyTopic is also launching a new range based on Paramount’s hit show Paw Patrol.

ToyTopic’s multi-territory licence agreement with Hasbro has proven to be a highly successful partnership with best-selling toys already in the marketplace and ToyTopic and Hasbro will be expanding the relationship with new licensed toys coming this year.

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The Sand and Water Mill Set includes several elements that provide ample opportunity for sensory play and exploring sand and water in the great outdoors.

The Big Dump Truck provides ample opportunity for imaginative role play and exploring with sand and water in the great outdoors.

The Dump Truck provides ample opportunity for imaginative role play and exploring sand and water in the great outdoors.

The Bucket Set includes several elements that provide ample opportunity for sensory play and for exploring sand and water in the great outdoors.

The Boat and Sand Set includes several elements that provide ample opportunity for sensory play and exploring sand and water in the great outdoors.

FOR MORE INFORMATION CONTACT AKH@DANTOY.DK OR VISIT WWW.DANTOY.DK

Pre-school

Orange Tree Toys 01242 244500 | www.orangetreetoys.com For 2022, Orange Tree Toys will be introducing new ranges and reviewing the use of plastic throughout its packaging. Going forward, the company will be only using FSC-certified wood for its products, and all packaging will be recyclable.

The aim of Orange Tree Toys has always been to provide long-lasting childhood classics, keeping them bold, bright and stimulating for all ages from birth. New additions to its role play toys range include Table Top Allotments and the Peter Rabbit Wheelbarrow and Flower Cart. New wooden Board Games will include Tic Tac Toe, Peter Rabbit Ludo, Dominoes and Hoopla games from the brand-new Spring Garden Collection. To encourage children to embrace the great outdoors, the company has also designed Weather Clocks in the Peter Rabbit and Spring Garden ranges.

Of particular interest to the Pre-school aisle, Orange Tree Toys is introducing Numbered Stacking Wooden Cubes to the Spring Garden range. The Emergency Service range will include a Fire Station, Fire Engine and Police Station.

To complete the nursery, the company is also bringing back its popular Wooden Mobile as part of the Spring Garden range, and a new set of Bookends is available to complement it.

Further new additions in 2022 will be the Peter Rabbit and First Emergency Road Tracks. Extending the company’s already popular musical selection, a Piano and Ukulele will join the range, creating an opportunity to get pre-school children interested in music at an early stage of their development.

TRENDS-UK-ELA-TW-210X138 HALFPAGE-MAR2022-outline.indd 1

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Clever-Up!

Web: amaroni.com Tel: 01205 260 384

Inspiring imagination and creativity

Taf Toys for

Toddlers

North pole ball drop

hunny bunny stacker

my first magnetic fishing game

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t: 01254 872454 e: sales@halilit.co.uk

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Pre-school

Rainbow Designs 01329 227300Vwww.rainbowdesigns.co.uk In 2022, the Toomies brand will see the addition of a new character to its licensed ranges, plus two new bath lines that combine water features with marine rescue role play, all launching this spring.

In partnership with Warner Bros, Toomies is bringing out The Dark Knight range of Batman vehicles. The Toomies Batman range includes two signature transforming rev and go vehicles– the 3-in-1 Batmobile and 2-in-1 Batcycle, both of which offer multiple ways to play.

Following another year of strong performance in the bathtime toy category, Toomies is bolstering its bath range with the addition of new marine rescue themed bath toys. The Splash & Rescue Helicopter and Sea Rescue Set both feature an air-sea rescue helicopter with a 360 splash feature for bathtime fun.

This autumn, Toomies will also see the expansion of its licensed ranges following the successful launch of the Jurassic World pre-school and Peppa Pig bath ranges. The Toomies’ Peppa Pig range will grow with the addition of two new hero lines – Grandpa Pig’s Splash & Pour Boat and Peppa’s House Bath Playset – both bringing iconic Peppa locations to life through innovative water role play.

Toomies Jurassic World portfolio will see the introduction of a brand-new product, the Stack & Pull Ankylosaurus, joining the popular range which includes the Pic and Push T. Rex and Spin & Hatch Dino Eggs.

Another pre-school brand under the Tomy umbrella – John Deere Kids – will also welcome some new launches including the John Deere Puzzle for Kids which comprises 36 sturdy jigsaw pieces featuring favourite John Deere characters. The Build a Johnny Tractor also continues to be one of the best-selling lines and will be seen on TV this autumn winter.

Tomy 01392 281927

|

www.tomy.com

In 2022, the Toomies brand will see the addition of a new character to its licensed ranges, plus two new bath lines that combine water features with marine rescue role play, all launching this spring.

In partnership with Warner Bros, Toomies is bringing out The Dark Knight range of Batman vehicles. The Toomies Batman range includes two signature transforming rev and go vehicles– the 3-in-1 Batmobile and 2-in-1 Batcycle, both of which offer multiple ways to play.

Following another year of strong performance in the bathtime toy category, Toomies is bolstering its bath range with the addition of new marine rescue themed bath toys. The Splash & Rescue Helicopter and Sea Rescue Set both feature an air-sea rescue helicopter with a 360 splash feature for bathtime fun.

This autumn, Toomies will also see the expansion of its licensed ranges following the successful launch of the Jurassic World pre-school and Peppa Pig bath ranges. The Toomies’ Peppa Pig range will grow with the addition of two new hero lines – Grandpa Pig’s Splash & Pour Boat and Peppa’s House Bath Playset – both bringing iconic Peppa locations to life through innovative water role play. Toomies Jurassic World portfolio will see the introduction of a brand-new product, the Stack & Pull Ankylosaurus, joining the popular range which includes the Pic and Push T. Rex and Spin & Hatch Dino Eggs.

Another pre-school brand under the Tomy umbrella – John Deere Kids – will also welcome some new launches including the John Deere Puzzle for Kids which comprises 36 sturdy jigsaw pieces featuring favourite John Deere characters. The Build a Johnny Tractor also continues to be one of the best-selling lines and will be seen on TV this autumn winter.

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Retro toys for modern kids rexlondontrade.com

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Good moves

The Games & Puzzles category was one that fared exceptionally well during the pandemic, and now that particular fog is lifting, it’s clear that a return to normality doesn’t mean a slump in sales. Rachael Simpson-Jones speaks to a selection of leaders in the space to find out how they’re approaching the category this year and what new opportunities lie ahead.

I

n the February issue of Toy World, putting paid to the notion that fatigue might be setting in amongst consumers, The NPD Group’s Melissa Symonds reported that Games & Puzzles was the second fastest growing category in the last two years, up +16% (an additional +£36m) and representing 12% of total toy market sales. The data showed the category had retained an impressive 85% of the 2020 gains in 2021, with trading card games – particularly Pokémon, which this year benefits from the launch of Pokémon Scarlet and Violet on Nintendo - and family board and action games holding their own particularly well, alongside adult puzzles.

As a category, Games & Puzzles benefitted from the impacts of Covid-19, as billions of consumers sought ways to stave off cabin fever at home during the long months of lockdown. Of course (rightly or wrongly), restrictions have now all but vanished across much of the UK & Ireland, with only mask mandates to go

in some areas. There’s always been a slight concern that, once life returned to something more closely resembling normality, sales in this category could decrease – but it seems many people are planning a year of get-togethers and celebrations.

Beth Motherwell, UK marketing manager at Big Potato, says the team at the Shoreditch-based games studio has noticed that this year, retailers are placing more of an emphasis than usual on spending time together as a family. She tells Toy World: “It’s not just about who can eat the most chocolate anymore: people have spent so long apart that we all now really appreciate the special time we get to spend with friends and loved ones. This is obviously great news for the game and puzzle industry, as we all know there is nothing better to bring people together.”

Anil Boodhoo, a director at Asmodee, notes that the cost of living is on the rise and family budgets are under pressure, leading him to believe that consumers

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might splash out on games and puzzles for another reason: staying home voluntarily, thereby saving money on entertainment. He adds: “We’ve also seen our educational games thrive, as parents look for ways to reduce screen time – BrainBox, with its recent rebrand, is proving very popular. We’re really working with our teams to ensure that the games people invest their hard-earned cash in offer value for money and stand the test of time.”

Speaking of standing the test of time, the iconic football game Subbuteo celebrates its 75th anniversary this year. The game has come a long way since it was launched in 1947, with its wire goals and paper nets, cardboard playing figures and bases made from buttons weighed down with lead washers. Nowadays, the extensive range includes a new generation of tough, detailed and accurate figures spanning both the men’s and women’s games. Mark Jones, sales director at University Games and The Lagoon Group, says 2022

Level 1 Focuses on counting & matching

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Asmodee's Ticket to Ride

is set to welcome a commemorative 75th Anniversary Main Game, as well as a licensed Liverpool Main Game and Player Set. University Games is also hoping to work with the English Subbuteo Association, which has player events planned throughout the year.

“Subbuteo is such an inclusive game, spanning generations and enjoyed by players from age 6 to 106,” Mark explains, when asked what’s behind Subbuteo’s enduring appeal. “Subbuteo allows players to combine their love of football with strategic thinking and is a sociable and active game that gets players off the sofa and moving around. We’re living in a technology-rich time where children and young adults are glued to phones and tablets, and games that actually encourage youngsters to physically move and step away from a screen are well supported by parents. The game also has a big competitive following, with Subbuteo clubs and leagues set up all over the country. In 2024, the FISTF Subbuteo World Cup will be held in Tunbridge Wells - the home of Subbuteo.”

Uno, meanwhile, is now over 50 years old and still going strong, with one deck sold every two minutes in the UK and the game now available in over 80 countries. Kelly Philp, Mattel’s marketing director, puts Uno’s longevity – and its position at the world’s No.1 game - down to its ability to transcend language, culture and age, and says that combining the brand’s inclusive roots with delightfully simple gameplay has allowed it to evolve from family pastime to cultural phenomenon. Of course, classic games rarely stay relevant without updates and overhauls – Gibsons, for instance, has significantly improved the gameplay of Kingmaker, which relaunches this autumn 46 years after it first hit shelves – and Uno is no exception. There are myriad iterations for fans to choose from, the latest of which is Uno All Wild. New licensed additions are also in the pipeline for this year, with properties

including Uno Disney Pixar Lightyear and Uno Jurassic World Dominion both tied to their exciting (and hugely anticipated) movie launches.

Kelly says: “From iconic artists to athletes to nonprofit organisations, Uno is committed to developing diverse partnerships that build inclusive and culturally relevant products. As evidenced by its latest partnerships, the brand is collaborating with a variety of iconic names across the globe in art, fashion, sports and more to create uniquely designed products.”

From the old (no offence, Subbuteo and Uno) to the new: 2022 has seen Moose Toys – a company arguably best known for its collectibles and pre-school toys – make some major steps in cementing its position as a serious contender in the games space. January saw the company announce Clipology, an all-new interactive streaming experience featuring the world’s most iconic TV and movie content. This screen-time meets gametime, trivia-based title features a physical board game, video content and over 12 unique video challenges.

Spontuneous, meanwhile, which Rob Wolf, head of Marketing for Boys + Games at Moose, describes as a hilarious game for groups of family and friends who love to sing (and don’t take themselves too seriously) has been quietly bubbling away in the background for a couple years, where it’s proven itself a hit among consumers and garnered positive global reviews.

“We have been building towards this moment,” Mark says, when asked why Moose has decided the time is now right to ramp up its presence in games.

“Over the past couple of years, we’ve been developing a games-centric infrastructure supported by top-tier talent that know the business intimately. We’ve prioritised Games as a key strategic growth platform for Moose and believe we’ve identified white space in the market where we can thrive. We are ready to make an immediate impact and drive our vision for games

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success globally.”

He continues: “We saw how perfectly the Moose ‘wow’, which we are so famous for within our toy brands, would translate to the games category and quickly identified an opportunity to develop engaging, fun games that make people happy. We’re offering a variety of games that appeal to consumers across all ages and occasions, from kids to adults to the whole family, so there really is something for everyone.”

Elsewhere, others in the Games & Puzzles space are using their latest launches for a very special purpose – raising money for charity. The sale of every new Great Ormond Street puzzle, from Gibsons Games, will see 25p donated to the world-famous 170-year-old children’s hospital, which helps treat some of the most poorly kids in the UK. As GOSH depends on charity to help it continue its work, Rebecca Hersee, marketing executive at Gibsons Games, says consumers really will be making a difference when they purchase this puzzle.

It's not the first time Gibsons has supported a charity in this way, as Rebecca details: “Previously we’ve supported Variety with our Sunshine Coach jigsaw puzzle and in 2020 we created our Rainbow Heroes puzzle to remember and celebrate the heroes who kept us safe, cared for us, and delivered the things we needed during the challenging lockdowns. To say thank you, Gibsons donated £2 from every Rainbow Heroes puzzle sold to the Samaritans. The demand for our products increased sharply during the lockdowns and it was really important to us to give something back.”

Asmodee is planning on giving back in a different way, by reintroducing its games demonstrators to the retail space, hopefully in Q2. In doing so, the company will not only be helping consumers decide what games are right for them, it’ll also be helping retailers sell more. The company will be attending the UK Games Expo (UKGE) in Birmingham for the first time in a couple of years too, something Anil Boodhoo is clearly excited about.

He enthuses: “We can’t wait to be back out there.

We’re looking carefully at getting our incredible demonstrators back into retail spaces and we’re hopeful we can make this a reality soon. This should be music to our retailers’ ears: we all know how successful they are. Asmodee is known for its desire to help consumers interact in person with our games, and we know from experience that seeing a game played first hand is the easiest way to fall in love with it – and to pick up tips and tricks. We’re not ashamed to say that our team of demonstrators is second to none.

Nobody can create in-store theatre quite like they can.

There are more plans afoot for other events too, but we’re keeping those under our hat for now.”

At Exploding Kittens, consumer interaction is nurtured for different reasons. The company, which this year is building out its direct relationships with UK retailers instead of going via a distributor (previously Asmodee), leans into its Kickstarter community on many of its new launches. This way of doing things has been at the core of the company for some years and has, according to general manager Joeri Hoste, helped Exploding Kittens get to where it is today. Initially, the company was hoping to raise a modest $10,000 through Kickstarter for its original Exploding Kittens game. The Kickstarter community had other plans, however, and the campaign ending up raising $8.7m in 30 days from 219,000 backers. To date, after four successful crowdfunding campaigns, Exploding Kittens is the No.1 most-backed project in Kickstarter history, has developed 16 additional games and expansions, and has sold over 18m games.

The latest of its games to go down the Kickstarter route is the brilliantly-named Hand-to-Hand Wombat.

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This game of social deduction and sabotage pits the ‘good’ wombats against the undercover ‘bad’ wombats, as the former try to build neatly stacked towers, and the latter try to mess things up. Oh, and everyone plays with their eyes closed. At the time of writing in midMarch, the campaign was just shy of $1m, indicating the level of demand out there for the new game.

“The biggest benefit to crowdfunding is not the funds, but the crowd,” says Joeri. “Getting feedback from those invested in the game and inviting them into our Exploding Kittens community has helped us to create more and better games by listening to feedback. We’ve learned that the best games aren’t inherently entertaining, but they should make the people you’re playing with entertaining. No one will remember the game tokens the next day, but they will remember beaning their grandmother with a burrito, while playing our dodgeball card game Throw Throw Burrito, for all eternity.”

Other new Exploding Kittens releases for 2022 include Exploding Kittens: Cat Burglar Edition, a UK exclusive which comes complete with a cute Cat Burglar figure, and Mantis, a vibrant family game of rainbows and revenge with only two rules: steal or score. Joeri tells me the company is also working on other franchise release such as Zombie Kittens, which introduces ‘player resurrection’ for extended gameplay, and Poetry for Neanderthals NSFW edition, the adult version of Exploding Kittens’ hit singlesyllable-speaking game.

“We make games for game players like ourselves,” adds Joeri. “Innovation means paying attention to the fact that tomorrow we don’t want to play the same game we played yesterday. Exploding Kittens is dedicated to bringing friends and families of all ages together by creating world-class games infused with humour, action, strategy and fun.”

Fun also lies at the heart of the Big Potato portfolio, which largely comprises games that are quick to learn and easy to play – the two tenets of all the company’s development. These principles are reflected in titles such as Scrawl, Don’t Get Got, Obama Llama and more, but that’s not to say the company is averse to designing games that are a little more complex than its usual fare. An example of this is last year’s What Next?, Beth Motherwell notes, which she says is the world’s first choose your own adventure board game. She

says: “What’s Next? has been received enthusiastically.

Our heart and soul will always be quick and easy games, but we know that lockdown has really opened up the wonderful world of board games to lots of people, and we are always looking for ways to grow and expand our range.”

Over the past couple of years, Big Potato has also embarked on something of a sustainability push.

Under the new label MOOP, which stands for Made of Ocean Plastic, the game publisher has collaborated with Waste2Wear to produce playing cards made of ocean waste, and 65% of Big Potato’s wider portfolio of games is now plastic-free. Beth says the company is also working on fitting its games into smaller boxes to cut down on transport-related pollution and carbon impacts by being able to fit more product inside ships and lorries.

The best-selling Herd Mentality has just been released in a new mini version for just this reason. It’s likely we’ll see a lot more of this sort of thing in 2022, not just from Big Potato but from others in the Games & Puzzles space too, as well as the wider toy industry. I may bang this drum a lot, but it’s brilliant to see how many companies are embracing sustainability and environmental considerations. It feels like change really is in the air. And let’s face it – as far as the fate of our planet is concerned, there’s all to play for.

In terms of retail support, Big Potato’s partners all benefit from dedicated account managers and substantial asset packs for each game to use as they see fit across their website, social media channels and more. The company also takes a personal, tailored approach to catering to its retailers’ needs, preferring to look at the needs of each store rather than stick to a one-size-fits-all mentality. In previous years, Big Potato has produced themed store posters, sent out its popular Potato Plushies for giveaways, and made demonstrators available for in-store events.

University Games (and The Lagoon Group) now

Big Potato's Moop playing cards

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University Games' Subbuteo

offers more than 700 games, puzzles and gifts, yet despite the breadth of its range still takes care to produce images and videos for use by its stockists.

The company also adopts the personal approach, with a nationwide sales team it says is always on hand to support retailers and offer advice on in-store merchandising and promotions. Mark Jones adds: “In Q4 we also run dedicated marketing campaigns including social media and online advertising for a number of our key lines, such as Subbuteo, to the benefit of all retailers that stock them.”

Readers will be aware of the recent acquisition of Asmodee by Embracer Group in a deal reportedly worth €2.75b. Calling it ‘the next natural chapter in our company’s history’, Anil is keen to highlight two things: firstly, his excitement for what’s come, and secondly, Asmodee’s commitment to maintaining the strong relationships it enjoys with its suppliers and our customers. He also says that the company’s marketing efforts are ramping up significantly, explaining: “We’ve done a lot of work internally to increase our marketing capabilities and have developed our own marketing training programme. Coupled with our largest marketing budget to date, alongside support from our group and studios, you’ll continue to see our marketing efforts really increase. For example, we plan to continue driving awareness on both TV (CITV) and radio (Absolute), as we did last year, and we’re working with selected retailers to invest into expanded joint activities. We’re also boosting our PR programme, and as mentioned earlier we also want to get back to a class-leading demo programme, Covid permitting.”

He adds: “We’re a great team here at Asmodee, all working towards the same goal – getting more people playing more games, more often. We all feel tremendously lucky that we get to wake up and play games each day. I don’t think that any of us will ever forget what a privileged position that is.”

Over the following pages, Toy World brings readers all the latest games and puzzles retailers can roll the dice on this year.

on li li es M am de i 8 r ox G dw e l Ov inB or W a Br old S

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Hasbro 0208 569 1234 |

www.hasbro.co.uk

Hasbro’s long-standing leadership in gaming, including face-to-face, tabletop and digital formats, is helping to bring experiences to gamers of all ages this year. Highlights for the latter half of 2022 include new twists on old classics for both Monopoly and Cluedo.

The Monopoly Travel World Tour board game, a twist on classic Monopoly gameplay, has players discovering and visiting exciting travel destinations. Players buy destinations, complete travel goals and stamp the dry-erase gameboard with their token stamper to win. Families and friends can create memories with the Travel Journal cards, which become part of the gameplay in future games, while learning fun facts about locations across the globe along the way. Perfect for travel buffs, this travel edition of the Monopoly game is a fun game for a family game night and is perfect for kids aged eight and up.

The Cluedo Treachery at Tudor Mansion Escape & Solve Mystery game offers classic Cluedo characters and stories in a compelling escape room experience that lets players start playing straight away with limited setup. The dynamic gameboard is built room-by-room as players explore the mansion, draw cards, solve puzzles, unlock new rooms and uncover clues. After escaping the mansion, players review the clues they've gathered to make a correct accusation and win the game. Everyone has a role to play in this collaborative experience: even if players don't get every single clue, they still have a chance to deduce the solution to the mystery with the evidence at hand. The game is suitable for 1-6 players aged 10 and up.

Gibsons 020 8661 8866 | www.gibsonsgames.co.uk

| sales@gibsonsgames.co.uk

Gibsons, the family-owned 102-year-old jigsaw puzzle and board game company, has an array of new puzzles launching for spring. From reimagined favourites to brand-new concepts, there is something for everyone this April.

New for 2022, Gibsons has partnered with Great Ormond Street Hospital (GOSH)to create a 1,000-piece jigsaw. Every day, 619 children and young people from across the UK arrive at GOSH, where doctors and nurses battle complex illnesses and the brightest minds come together to achieve pioneering medical breakthroughs. The hospital has always depended on charitable support, which is why for every puzzle sold, Gibsons will donate 25p to GOSH. Richard Argent, an artist specialising in historic cartoons, has drawn this Great Ormond Street Hospital picture as a tribute to the doctors and nurses who treated him for a life-threatening illness as a baby.

Gibsons has reimagined its Sweet Memories Jigsaw Puzzles, which used to be presented in a metal tins. Now packaged in compact gift boxes, making them more planet-friendly, the puzzles are also easier to display alongside the rest of the company’s puzzle boxes. Winner of the Commemorative & Collectible Gift of the Year Award in 2019, these puzzles will take consumers on a trip down memory lane as they piece together famous confectionary brands from the 50s, 60s, 70s and 80s.

The Gibsons Book Club series celebrates the timeless literature and treasured stories which have enthralled minds, captured imaginations and earned their place on ‘must-read’ lists for years. From sinister London back streets to romantic strolls around country estates and dystopian family sagas, each Book Club jigsaw puzzle narrates the highs and lows, gasps and tears within a beautifully illustrated montage depicting a page-turning classic. New for April is Gibsons’ second addition to this range, Jane Austen.

Finally, Neal’s Yard is a new blue box puzzle. It has been illustrated by the talented Elizabeth Blustin, who has created a beautiful 1,000-piece scene which portrays this colourful corner of Covent Garden, full to the brim with independent restaurants, cafes, and shops. Like all Gibsons puzzles, it has been made from 100% recycled board, FSC paper and vegetable-based inks.

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Games & Puzzles

One For Fun 0141 613 2525 | www.oneforfun.com

| sales@oneforfun.com

One for Fun has a wide variety of games and puzzles within its Tobar brand, from traditional draughts and marble-based games, Snakes & Ladders and Ludo, to bright and bold fun family gameplay.

New for this year are Muddle Puzzles. An updated version of One For Fun’s classic puzzling fiddle toy, the nine squares, each featuring a different colours and design, need to be shuffled and sorted quickly so they all show the same colours on each side. Re-imagined to offer a new challenge while still shot through with addictive play value, Muddle Puzzles are available in either rainbow or bright solid colours.

The award-winning Time Shock continues to be a best-seller. A frantic wind-up, beat-the-clock game, Time Shock tasks players with inserting all the shaped plastic pieces into their correct slots before the timer expires and throws them all into the air. A tray in the side houses both the pieces and scoring pegs, making it an ideal travel game.

Those wanting to add a bit more bite to long awaited family get togethers can try the Snappy Shark Game. This fun family game has a chomping shark at its centre. Players fill the shark's mouth with colourful fish and then take turns to draw cards. Every time the shark is touched there is a risk that its jaws will slam shut and it will charge at the player. Shark Attack provides similar gameplay, as players risk touching the shark’s teeth as they try to win.

Chairstack, meanwhile, challenges players to precariously stack chairs on top of each other. Experts at this can move onto speed stacking in the Cupstack Challenge, and if more construction play is needed then Marble Run combines construction with a race to the finish as players build their own marble run to create the fastest route down. Marble Run offers a huge amount of gameplay, as runs can be built time and time again in hundreds of different permutations.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Master Toys offers a wide selection of top games for the whole family to enjoy.

From reimagined family classics like Giant Clue and Giant Sorry, to new exciting adult-only games such as the new Netflix board game, there is something to suit all ages.

This year, Spin Master gives classic games Clue and Sorry a giant twist. Perfect for problem solvers, the ever-popular game of Clue has been supersized. The nine mysterious rooms are laid out in a circle, and each contains dark secrets for players to discover.

Participants move from room to room, collecting matching coloured Suspect, Room and Tool cards to solve the case. The classic game of Sorry also benefits from a big makeover. The original sees players race to move the pawns around the board, sliding forward on Slider spaces until they are knocked back and returned to the start. Giant Sorry is a huge, unforgettable game of fun for get-togethers with friends and family.

Another option for family games night is Hedbandz Blastoff. Everyone’s favourite game of ‘What am I?’, Hedbandz Blastoff features all-new cards, headbands and graphics. Players insert a picture card into the headband, turn the timer knob and start asking questions. The big twist is that the rest of the team can only give one-word answers or make sounds. If players guess the card on their head before time expires then they insert a new card and reset the timer, but if they are too slow, the card will blast off and the game will be over.

Those who love to be challenged will enjoy Beat the Parents, a funfilled family trivia game for all ages that will have adults and kids battling it out for bragging rights.

New for spring/summer is the Netflix Board Game. An ideal option for games nights, as well as for players obsessed with popular Netflix shows including Nailed It, Sex Education and Emily in Paris, this outrageous party game challenges players to create the next big Netflix Original hit show. Every round starts with a unique situation announced by a Judge. Players then try to pitch the winning show to the Judge by matching the situation to a combination of Netflix Original Content cards and hilarious Plot Twist cards.

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CRACKING THE

WITH A NEW TRUE CRIME GAME © 2022. Made under license from Casefile.

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www.goliathgames.com

Games & Puzzles

Kidicraft 01282 505988 | www.kidicraft.com Kidicraft's new range of quality puzzles features the classic and heritage brands Hornby, Scalextric, Airfix and Corgi following a major new licensing agreement.

The initial range will comprise 32 1,000-piece jigsaw puzzles across all Hornby Hobbies’ iconic brands. Stock will be available from August, with more designs to follow later in the year.

A true collector’s item, the range will also include a special edition 3,000-piece jigsaw puzzle of the Airfix Spitfire complete with an actual Spitfire Model for play and display. In developing the new licensed range, Kidicraft has ensured there is something for beginners, collectors and enthusiasts alike.

Representing the Hornby household name and status as UK brand leader in model railways, the new assortment means consumers can now bring their favourite locomotives to life in the form of 1,000-piece jigsaw puzzles. From steam to diesel and electric locomotives, the puzzle scenes will appeal to a wide range of train fans. The nostalgic Railroad Intro puzzle shows a steam engine, carriage and more, sitting on tracks outside a red brick station building.

For millions of people all over the world, the name Airfix immediately conjures up memories of happy hours spent building scale model kits on the dining room table. Kidicraft’s new 1,000-piece jigsaw puzzles feature some of the most iconic aircrafts hobbyists will know and love, such as the Hawker Seafury. The puzzle shows the Seafury in the air, having just strategically dropped its payload onto a bridge.

Airplane enthusiasts will also enjoy piecing together Kidicraft’s range of 1,000-piece Spitfire puzzles. Arguably the most instantly recognisable aircraft to ever take to the skies, the Spitfire has always been admired. The Corgi jigsaw puzzles showcase some of the most famous Spitfires of the world, and the British flying boat patrol bomber, the Short Sunderland, also gets its own puzzle. This iconic plane is depicted flying over the sea.

Scalextric is the go-to name in slot racing products. A mainstay of the British toy market, production of Scalextric products began in 1957 in Hampshire, England, and 1960 saw the introduction of the plastic range of cars as the tinplate cars ceased. Kidicraft’s exhilarating jigsaw puzzle range will suit any slot car enthusiast. The Scalextric Urban Outrun puzzle shows two Platinum GTs battling it out to be first across the line in a race to the finish that will have kids and adults alike reaching for their Scalextric controllers once the puzzle is finished.

Character Options 0161 633 9800 | www.character-online.com sales@charactergroup.plc.uk Rapidly becoming a leading supplier of games, Character Options has an unmissable portfolio of fun titles for 2022.

New to the collection for this year is Mukbang: The Game. All in good taste, this hilarious game is inspired by the social eating craze wherein individuals – known as Mukbangers – binge eat copious amounts of food whilst interacting with their audience. Fun for all the family, the aim of this rapid memory- and reactionbased game is to match the food cards to the sounds of Mukbang. Participants take turns to press the randomiser to reveal the Mukbang sound everyone needs to find, and the players then race to be the first to find the matching plate card. The first person to match five sounds wins the game. But beware the ‘belch’ - if a player gets a belch, they miss a turn and the cards on the table get shuffled.

Projex, the projecting arcade game, sees players test their speed and skill as they blast moving targets projected onto any light-coloured wall. The game can be enjoyed from the comfort of a players’ own home, without the need for TV screens or sensors.

There’s a stack load of spinning fun to be had with Totem Infernal Power. This fast-paced stacking challenge requires players to stack the spinning tops in size order to build the Totem Tower. Players must try to stack and keep all five pieces spinning to create a multicoloured Totem.

Other existing best-sellers in Character Options’ games portfolio include PenSilly, the silliest drawing game around, Tap It, a quick reaction game that challenges players’ brain power, and the Pokémon Trainer Trivia Game.

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THINK YOU CAN SPOT THE FAKE ANSWER? This Summer, reel in a brand new, fast-thinking, bluffing game from Big Potato. If you like The Chameleon or Balderdash, you’ love Sounds Fishy.

NEW FOR

2022 On a horse.

The rea la factory nswer was ‘I n a che ’! The r ese est we re fake .

PL A s

To find out more, send us an email at trade@bigpotato.co.uk or give us a ring on 020 3620 9495.

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RRP: £19.99 ic f

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Games & Puzzles

Big Potato 020 3620 9495 | www.bigpotato.co.uk trade@bigpotato.co.uk With two new raucous games on the way from Big Potato, players should get ready to party like it’s 2022. The London-based games creator is releasing a slew of new titles in 2022, but headlining the party game stage are two particularly exciting new releases: Sounds Fishy and Shoot for The Stars. Both titles are available to pre-order now, and, of course, both stick to Big Potato’s golden rules – they are easy to learn, quick to play and perfect fun for family and friends.

Following in the steps of Big Potato’s 2021 hit, Herd Mentality, Sounds Fishy is another simple family party game. Players have to invent fake answers to a weird question. The player in the hot seat has to spot the fakes and avoid the real answer.

For example, a player might be asked: ‘The ashes of American chemist Fredric Baur were buried inside which unusual item?’ Five hypothetical answers are provided: ‘A rocket’, ‘a test tube’, ‘a Champagne bottle’, ‘a Pringles can’, and ‘his greenhouse’. The answer to avoid was ‘a Pringles can’, as that was correct. The other answers were fibs. The player in the hot seat can bank their points at any time during the game or push their luck for just one more question, but if they hit on the correct answer, they lose everything. Sounds Fishy is also the latest 100% plastic-free product from Big Potato: the shrinkwrap has been traded in for cellulose stickers, and all the components are eco-friendly.

Shoot for the Stars is a bluffing and bidding quiz game in which all the answers are numbers. Can a player guess how many toilets there are in the White House? They don’t need to know the exact answer to win Star Coins – they just need to shout out a number that gets close without going over the correct answer (spoiler alert - it’s 35).

Whenever a player ventures an answer, the others have to decide whether they’ll guess higher, stick around for the ride or abandon ship. Guess too high and they win nothing, but make the right call and they’ll blast off with a load of ‘cash’. Shoot for the Stars is also plastic free and eco-friendly.

Winning Moves 01706 558539 | www.winningmoves.co.uk With 2021 in the rear-view mirror, Winning Moves has turned its attention to the year ahead.

With a host of exciting launches on the way, aided by the revival and return of big cinema releases, there’s something for everyone. From indie to national, Winning Moves has it covered.

Timed to celebrate the return of Thomas Shelby to the small screen, Winning Moves has released one of the showstoppers of Toy Fair and the winner of a Hero Toy award: Peaky Blinders Risk. The game includes bespoke tokens such as a bare-knuckle boxer modelled on the show’s Bonnie Gold, a fighter on horseback, based on Tommy Shelby himself, and the Shelby family car.

April will see growth for the Top Trumps range, not only as a brand but across the full product spectrum. The iconic card game continues to go from strength to strength, and new releases scheduled for this year include Batman, Jurassic Park, an Independent and Unofficial Guide to Roblox, Disney Cars, Sonic the Hedgehog, Minions and Harry Potter. Several of these will be bolstered by movie releases such as Minions 2: The Rise of Gru, Jurassic World: Dominion, Sonic the Hedgehog 2, and the upcoming Disney+ series, Disney Cars.

Since launching in 2016, Winning Moves’ Top Trumps Quiz and Top Trumps Match ranges have shown significant growth in both units and SKU count, and both continue to perform well in a challenging market. Winning Moves has now decided to expand the Top Trumps brand by taking the format to another level. For over 40 years, Top Trumps has been known as a book and a card game in one, with the method of winning opponents’ cards delighting and enthralling players for decades.

This beloved gameplay has now been elevated further with the introduction of Battle Mat. A strategic table-top version of the iconic card game, Battle Mat was well received upon its unveiling at Toy Fair 2022. The new launch means players can enjoy the iconic ‘beat your opponent’ gameplay they know and love with an additional twist in the form of five gamechanging tokens that lend the Top Trumps gameplay an extra dimension. The first edition to launch is Harry Potter, which sees players use magic spells strategically to steal each other’s cards. Later in the year, two more editions will be launched: Star Wars 1-9 and Marvel Cinematic Universe. Included in each box is a pack of best-selling Top Trumps cards, a gameboard, five tokens and instructions on how to play.

Towards the end of the year, Winning Moves will be focusing on the Qatar 2022 World Cup. To celebrate the world’s greatest football tournament, Winning Moves has updated its World Football Stars range in line with the latest players and icons of the game. The range now includes Top Trumps Specials, Top Trumps Quiz, Top Trumps Match, Monopoly, Guess Who and a 1,000-piece puzzle.

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Galt Toys 01614 289 111 | www.galttoys.com With summer on the horizon, Galt Toys is shining a light on a selection of games and puzzles that will brighten up any day, whatever the weather. While kids play, they’ll also develop vital skills including numeracy, colour recognition and teamwork.

The Classic Galt range is new for 2022. This beautifully designed collection of retro Galt products puts a stylish twist on the traditional games that have been adored by generations. This collection features bold colours and charming illustrations and includes mainstays of many a board game collection, such as Picture Dominoes, Remember Remember, Find It and Picture Lotto. Suitable for kids aged four and up, Classic Galt products will bring joy to players of all ages.

For a fantastic introduction to board games for kids aged three and up, Memory Friends and Happy Chickens are ideal options. Chickens is an adorable colour matching game in which players must remove the wooden sticks from the hen house to find the cheeky chicks hiding within. Memory Friends improves memory through tactile learning as players study the position of the animals on the 20 cards and recreate the scenes. Both are crafted from durable, high-quality wood and thick board.

The chilly memory challenge posed by the Antarctica Game encourages children to remember where the baby seals are placed and return them safely home. The 3 Little Pigs Game, meanwhile, brings the famous fairy tale to life. Players from the age of just two years old can get to grips with this charming board game, which encourages storytelling, gameplay and teamwork.

Galt’s Giant Floor Puzzles range now includes an exciting Space theme, complete with a Solar System frieze to go on the wall, and the Fruit and Veg Puzzles set contains 22 two-piece puzzles that develop word recognition, matching skills and teach kids about these healthy foods.

Orchard Toys 01953 859539 | www.orchardtoys.com Orchard Toys keeps ‘Learning Made Fun’ at the heart of each product, ensuring the games and jigsaws strike the perfect balance between education and fun. The aim is for children to enjoy themselves so much they won’t even realise they’re learning. A winning formula with parents, this ethos is why so many mums and dads have developed a love for the Orchard Toys brand.

For 2022, Orchard Toys is extending its award-winning range of games and puzzles for toddlers, pre-schoolers and primary age children, as well as refreshing its puzzle portfolio.

Headlining the new collection this year is Goose on the Loose, a fun family game board game offering lots of laughs. In this fun colour matching adventure, players must help the farmers round up the escaped geese. Players shout ‘Honk’ when collecting their 3D geese as they make their way around the board, but if they lose a goose they must shout ‘goose on the loose!’.

Other heroes for this year include two core educational games: Number Bears and Slimy Rhymes. Aimed at children aged five years and over, Number Bears is the perfect introduction to addition and subtraction and helps teach number bonds to children in a fun way. Gameplay involves players racing their bear safely home to its cubs by turning over number cards and solving mathematical problems. As well as a game, Number Bears is also a learning activity and teaching aid, making it a great tool for parents.

Dress Up Nelly, a fun first colour matching game, occupies the top spot within the Orchard Toys pre-school line-up, supported by Shape Aliens and Rainforest Match.

As well as introducing new jigsaws, Orchard Toys is giving its wider children’s jigsaw puzzle collection a refresh this year. As part of its strategy to extend the learning value of all its jigsaws beyond simply piecing together a puzzle, Orchard Toys will be phasing in posters and learning guides, in the form of leaflets or content on the back of the box, for all its puzzles throughout 2022. This will include best-sellers such as Big Dinosaurs and Unicorn Friends.

The development aims to ensure all Orchard Toys puzzles are interactive, fun and appealing, whilst also enhancing learning and educational development.

Expanding its portfolio for the 5-10yrs age group, Orchard Toys’ more challenging 150-piece puzzles include At the Museum. This beautifully illustrated and detailed design features different museum exhibits, from the Romans and Vikings to dinosaurs, space and human biology, and comes with a fun 16-page fact book. Animal World, meanwhile, features over 117 animals and their native habitats around the world, and comes with a 20page fact book.

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Tactic Games 07970 779842 | www.tactic.net

| www.gamestormstudio.com | phil@tacticgames.co.uk

One of Tactic’s focuses for 2022 is the launch of a new experience board game from Gamestorm Studio. Winner of a Hero Toy award at London Toy Fair, EscapeRun Alcatraz 2034 is a strategic family game in which tactical teamwork is required to escape. The players are part of a group invited to see the first state-of-the-art, sentinel-based prison in the world - but something goes wrong, and they become prisoners. They then must find their way off the island whilst dodging dangerous sentinel robots. Alcatraz is scheduled for release in October and will be supported by PR activity in the run up to Christmas.

Tactic is also expanding its Let’s Learn series of games for younger children. The range has been developed in partnership with Finnish teachers to boost cognitive, physical and emotional skills. Key themes in the collection include numbers, letters, colours and shapes, as well as games dedicated to nature, trivia and skills. The newly launched Let’s Learn to Read is a fascinating card game for early readers which teaches fun facts about pets. Also new, and available now, is Let’s Learn Memorize ABC, which invites children to learn about letters and the initial sounds of words. Arriving in autumn are the farm-inspired Let’s Learn Counting Floor Puzzle and a colourful matching game, Let’s Learn Carousel, which features a spinning board and two levels of difficulty.

Also new for younger players, Seek & Find Flowers and Bugs encourages children to look for the cute bugs shown on the cards and to point them out on the game board. The quickest player to spot the bug is rewarded with an insect figure. Similarly, Seek & Find Farm sees the fastest finder of the hiding animal win a reward. Pre-schoolers will also enjoy My First Dice Games: Race in the Forest. The game asks players to help forest animals in a fun race to see who gets to their home nest first. The game features the familiar pop-o-matic mechanic in the middle of a large, illustrated game board and comes with cute wooden animal figures. The final game in this category is Treasure of Monkey Island, in which players battle a pirate captain to steal as many coins as they can in an exciting desert island game of chase.

Ideal for older children aged eight and above, Word Bingo is a fun and fast paced board game which lets literacy enthusiasts test their word skills. The cards give players the topic, while the board gives them the letter. Then it’s a race against the sand timer to call out words, collect tokens and create a full ‘bingo’ row. Metro Domino is a classic with a twist. Launching with London and New York inspired Metro sets, players use double-9 dominoes to open new stations along the underground lines as they plot their way to victory. New in family games, the strategy title Transporters invites players take on the roles of competing transport company owners needing to deliver goods globally. The challenge is to be faster, greener and smarter than their competitors in order to be victorious. Crazy Maze, meanwhile, is the latest party game for those who do and dare. Players doodle their way through the maze blindfolded, but if the pen touches a truth or dare they will have to perform a hilarious task.

Tactic will also be supporting its popular …Of The World trivia series and the award-winning word explanation game Alias, as well as raising consumer awareness of the collaborative detective experience offered by Crime Scene games, and the culinary inspired MasterChef after-dinner games. During the summer months, the No.1 outdoor game, Mölkky, as well as Kubb, the Bean Bag Game and the Active Play range of fun garden games will be promoted. There is also an extensive catalogue of 500- and 1,000-piece puzzles to choose from this year.

To find out more and to request a catalogue, contact UK sales manager Phil O’nion on the email above.

Vivid Goliath 01483 449944 | www.vividtoysandgames.co.uk Vivid Goliath’s new party game You Had One Job is one of many new introductions into the party category for 2022 and shows players that multitasking can be way more complicated than they first thought.

You Had One Job is one of four new introductions to the category along with Say Less, Don’t Draw the Short Straw and Rainbow Pirates. The latter has already sold out in the US and enjoys an average of 4.7-star reviews online, reflecting its popularity with international gamers.

As the popularity of the True Crime genre continues to soar across TV, books and podcasts, Goliath is expanding its True Crime games range for autumn/winter. Casefile: Truth & Deception, which launches following the successful 2021 introductions of Unsolved Case Files and There’s Been a Murder, will provide crime fans with unlimited replayability at an accessible price point. Casefile - titled after the leading true crime podcast - joins The Real Truth and The Night Hunter within Vivid Goliath’s wider True Crime range from July, along with the crime-solving game/puzzle hybrid Scene of the Crime.

Having sold over 150k units in 2021, The Floor is Lava continues to secure strong listings throughout the year as more and more retailers want in on the success of this hot game. The best-seller will be joined in 2022 by The Floor is Lava Family Edition. Featuring more obstacles, more challenges and more ways to play, this time The Floor is Lava is perfect for the whole family.

Goliath drives innovation in the Kids Games space, and with the UK following a year behind the US, the company is presented with numerous opportunities to select proven winners. Chompin Charlie, a squirrel determined to fit just one more acorn in his mouth, is new to the range this year off the back of sell-out stateside success. Chompin Charlie, along with One Trick Pony, Chicken Poo Bingo and Trash Stash, will be on shelf from July.

Retailers should look out for the new range of licensed pre-school games based on the No.1 Kids YouTube channel, CoComelon. The assortment is based on popular and well-known, simple game formats such as Bingo, Go Fish and Dominoes, as well as Dream Land - a twist on the snakes and ladders concept. All CoComelon games will be available from September onwards.

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Lisciani www.liscianigiochi.com

| Paul@allin1products.com

The global educational company Lisciani has been designing, developing and manufacturing educational toys and games for the last 30 years. Its new Disney Eco Puzzles form part of the company’s new Green collection and are produced in Italy with a minimal impact on the environment. This range of licensed puzzles is aimed at children aged three years and over, and features all the most popular Disney characters from Cars, Finding Nemo, Frozen and more.

Designed to not only look great and be of a particularly high quality, these ecoconscious puzzles have also been crafted with future generations in mind.

The items in this range are made from completely sustainable materials that have not been subjected to any aggressive chemical treatment. They are 100% recyclable and are also plastic free, while the paper used is untreated and the inks are cobalt-free.

The Disney Eco Puzzle collection launches with eight puzzles for families to enjoy and the promise of more to come.

For more information about the Lisciani collection, which benefits from extensive marketing and PR support, please get in touch with Paul Fogarty from Two in 1 Direct on the email above.

Epoch making toys 0208 049 1377 | sales@epochmakingtoys.com Epoch Games, a range of tabletop games launched over the last two years, was displayed for the first time at Toy Fair. Featuring Super Mario, the seven SKUs currently in the range have enjoyed strong sales to date and will support activities surrounding the upcoming release of the Super Mario movie in December 2022.

Mario fans can balance, battle and race with Epoch’s fast and fun range of Super Mario balancing games. The games let kids test their balancing skills with the help of everyone’s favourite Super Mario characters. Players simply throw the dice, follow the instructions and place the four Mario figures on the top of the swaying stage without them falling off.

Mario Kart Racing pits two players against each other, both battling it out on the track where dexterity is the difference between winning and losing. Players will be faced with six challenging obstacles to be crowned the winner; they need to push buttons and pull leavers to get their kart over a steep winding road, seesaw bridge, a tilting slope and more. No batteries are required, so the game can be played straight away.

Hover Shell Strike brings the iconic Koopa green shell to life. Launched last year to a hugely positive reception, the game lets players enjoy a game of hockey on almost any surface as the shell is struck between the branded hockey pucks.

Mattel 01628 500 000

| www.mattel.com

Mattel continues to strengthen its first-class games portfolio in 2022 with an extensive offering that expands iconic favourites.

Following a strong 2021 for the brand, Mattel Games continues to leverage the success of Uno. This year sees the launch of new Uno All Wild. In this version of the classic best-seller, every single card is wild for a fast-paced, even more unpredictable game. There’s no matching of numbers or colours, unlike regular Uno, while new Special Action Cards, including Wild Skip Two, Wild Forced Swap and more, further mix up the game.

There are also some great Uno licences coming through for 2022. Major properties joining the portfolio include Lightyear and Jurassic World: Dominion, both of which are set to benefit from exciting movie releases landing in cinemas this year. Each licensed Uno version will feature a special move that is unique to the property.

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Bertoy (32) 03 777 0533 or 0774 815 0906

| www.bertoy.com | philip@bertoy.

co.uk

Funko Games 020 3376 3223 | www.funko.com

| NewTradeEnquiries.EMEA@funko.com

In 2022, Funko Games aims to establish itself as a marketplace leader in tabletop gaming across collectible, signature and children’s games. The company’s expanding portfolio led to Funko Games taking centre stage on the Funko stand at London Toy Fair 2022. E.T. The Extra Terrestrial: Light Years from Home, Funkoverse Peter Pan, Funkoverse Universal Monsters and Marvel Battleworld Wave 3: Ultimate Armory were all announced at the trade event, proving that Funko Games’ unparalleled commitment to combining evergreen properties and thrilling gameplay is going from strength to strength.

Marvel Battleworld continues to be the jewel in the Funko Games collectible catalogue. Ultimate Armory gives gamers the opportunity to continue the expansion of the Battleworld universe. Scheduled to land in late spring, Ultimate Armory joins Mystery of the Thanostones and Treachery at Twilight, both of which have already proven themselves hits with retailers and consumers alike.

New to the Funko Games’ signature category is E.T. The Extra Terrestrial: Light Years From Home. This Universal licensed cooperative team game is hitting shelves this spring, just in time for the film’s 40th anniversary. This new addition gives players the opportunity to work together as they help E.T. escape earth and return to his home planet.

Another first for Funko Games sees the release of Jurassic World: The Legacy of Isla Nublar. This legacy game contains 12 separate missions that allow players to experience a series of 12 adventures, during which they will develop and design their own version of Jurassic Park. With each mission played over the span of two hours, this 24-hour adventure is a treat for real strategy gamers. Coming to stores in summer 2022, the game ties into the release of Universal’s latest film, Jurassic World: Dominion. These titles join an ever-growing slate that includes Goonies: Never Say Die, The Warriors: Come Out To Play, Pan Am and Rocketeer: Fate of the Future. These high-quality signature games are a key component of the Funko Games portfolio and further illustrate the innovative expansion of the range.

Marvel Battleworld sits alongside the collectible range of Funkoverse games, which combine the world’s most celebrated properties with thrilling gameplay and collectible exclusive Pop! game figures. Also on offer is a variety of children’s games, which invites younger players to participate in exciting adventures alongside their heroes. The range includes Disney’s Hidden Mickeys and Toy Story Talent Show. A selection of popular licences is also available across the card game Something Wild, such as Star Wars, Marvel and Pixar.

With a strong presence across EMEA, ongoing dedicated marketing and PR spend, and a continuously evolving offering published in multiple European languages, Funko Games has established itself as a strong component of Funko’s continued growth.

Crocodile Creek is introducing a number of exciting new puzzles this year starting with its fabulous new tin puzzles, available in either 50-piece or 150-piece options. These puzzles are packed in beautiful metallic keepsake tins, making them perfect for kids on the go.

The new 10-piece Wooden Puzzles feature chunky and tactile animal pieces that stand on their own. Kids can either have fun stacking and balancing the pieces in a variety of ways or use them to engage in beneficial imaginative play with the beautifully illustrated play scene included on the reverse side of the puzzle.

Within the 48-piece puzzle assortment, the Above & Below range has proven to be a strong year-round seller. New to this category is the 48-piece Opposites puzzle, which helps kids to understand the concept of opposites (large and small, up and down etc.), making it an educational and fun addition to the playroom. The Above & Below Earth and Space puzzle, meanwhile, features amazing artwork combining a view of the planets in outer space with animal life on earth.

Crocodile Creek’s 72-piece puzzles welcome a refresh to the packaging, with the classic shaped box replaced by a completely new round box. Ideal for those who like a challenge, the new 144-piece Impossible Puzzles range includes eye-catching puzzles which come in a special, irregular shaped box with tangible shelf appeal.

Mudpuppy sales remain high after an impressive 10 new categories were added to the brand’s existing line-up. Perfect for the youngest toddlers, the new 25-piece floor puzzle offers a real treat. The puzzles include six special shaped pieces made to be easy for small hands to grasp and position.

The 60-piece Scratch ‘n’ Sniff range was a great success last year, so an extra piece count has been added to the line. The 48-piece mini Scratch ‘n’ Sniff puzzles are suitable for children aged four and up and feature some very cute designs. Kids can sniff out the scent of a watermelon with the Watermelon Pupsicle, or try their hand (and nose) at discovering strawberry or bubblegum. This fun range is sure to tickle a child’s senses.

Bertoy has also introduced another brand-new category for this year: 100-piece Wooden puzzles. These gorgeous puzzle designs come with their very own display tray and stand, which turns them into a beautiful piece of room décor artwork once puzzlers are finished putting them together.

Ideal for older children, the 500-piece Family Puzzles range offers a variety of fabulous new themes for 2022. Particularly popular is the 500-piece Love in the Wild. The Family Puzzles are suitable for children aged eight and above.

For additional information on any of these new items, either visit the website, contact your Bertoy agent, or get in touch with UK & Ireland country manager, Philip Morris, on the email above.

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HTI Toys 01253 778888 | www.htigroup.co.uk With over 25 years’ experience in the Games category, Epic Fun is a rapidly expanding brand offering a broad range of games and puzzles including classic family favourites and modern themes. Significant tooling investment has allowed the HTI team to deliver strong value for money, with no compromise on quality. This, teamed with swift reaction to key trend-based lines, helps to ensure that the Epic Fun range of games continues to evolve by offering some of the most up-to-date products on the market. Backed with domestic stock, the Epic Fun brand benefits from year-round supply, creating the perfect solution for customers and servicing game requirements both in store and online.

Recycling and sustainability are of huge importance to HTI. Reflecting this, the team has introduced OPRL labelling and FSC-certification to the Epic Fun games and puzzles range, with FSC-certified recyclable packaging supplied with all board games as standard.

A classic family game with a modern twist, Fantasy Feast is the perfect game for lovers of unicorns. Up to four players can race against each other to see whose unicorn can eat all the balls: the one with the most at the end is the winner. As part of this portfolio, HTI also offer Chompin’ Crocs.

The cute tower balancing game Monkey Madness is another new addition to the Epic Fun range. Colourful plastic blocks featuring mischievous monkey faces make up the tower. Kids roll the dice, remove a block matching the colour it lands on from the tower and place it back on the top, being careful not to let the tower tumble.

Dino Slime Surgeon combines slime with surgery, as players test their nerves by working through the slime to remove body parts from the dinosaur’s stomach.

Whoever wakes the dinosaur and causes him to tremble with fear is the loser. Fans of mythical creatures will love the colourful unicorn version of this game.

The ever-expanding FSC-certified Woodworks range from HTI helps to create a world of play that children and parents can discover together. Made up of several lovingly crafted puzzles and classic wooden toys, the Woodworks range is already backed by several well-known retailers, with more set to follow suit. With this range, parents can encourage learning through play, whether it be learning numbers or letters with chunky puzzles, learning about animals and their homes with the Farm, Adventure and Underwater puzzles, and much more.

PlayMonster UK 01628 488 944 | www.playmonster.co.uk

| trade@playmonster.co.uk

PlayMonster UK is fuelling its expansion as one of the fastest growing games manufacturers in the UK with new travel games, a host of pre-school games with fun new ways to play, an innovative 3-in-1 puzzle games range, and new introductions to the best-selling 5 Second Rule brand.

PlayMonster UK’s famous 5 Second Rule portfolio holds the coveted title of No.1 Travel Game and continues to pick up awards for the latest releases. Enjoying strong sales, the 5 Second Rule range has a game designed to suit every play scenario and age group. The range continues to triumph with new content in 2022 and a new version, 5 Second Rule Uncensored 2, due for launch in autumn/winter.

The new Puzzled games range combines fun and fast-paced gameplay with the problem-solving challenge of a puzzle. The hilarious gameplay pitches players against each other in a race to complete their puzzle sections and be the first to get round the board. The large circular gameboard also doubles up as a stunning puzzle, while a ‘find the hidden objects’ game completes the entertainment. With three games to choose from - Doggy Dash, Farmyard Fun Run and Space Race - Puzzled encourages educational development, collaborative play and turn-taking with its three ways to play.

Bound to be new family favourites, PlayMonster UK is introducing a range of delightful pre-school games with exciting game play. Off the Rails features Ted the Tortoise, who has fallen asleep on a moving train. Speeding ever faster toward unfinished track, the aim is to lay pieces to prevent Ted coming ‘Off the Rails’ to win.

In Whose Nest, the Crafty Croc has stolen all the eggs. Players race to return to the eggs to the nest to win, hatching chicks instead of baby crocs. Flippity Frog is a fun memory game with a twist, in which no two routes are the same. Players help Mummy Frog deliver her froglets home safely to win - or will it be dinner time for the big bad fish.

PlayMonster UK is expanding its popular travel games range with new Neighbour Hoodies, the cardgame in which being different counts. Players build a street of seven differing households to win. Pop-A-Tops, pocket-sized containers full of hilarious gameplay, triumphed at launch with impressive sales and MadeForMums and Mum’s Choice Gold Awards. Expanding the range for 2022, Heads of History challenges players aged eight and over to a fact-based battle to find the person with the closest matching birthdate or iconic event to the dice in this general knowledge game.

PlayMonster UK is supporting its games portfolio with TV, digital marketing, influencer campaigns, events and PR activity throughout 2022.

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Fantastic fun for families!

For kids and their chums!

Great for grown ups!

Or simply enjoy fun on the go!

For further information on our great range of games and puzzles, or our exceptional offers on credit and carriage paid, please contact the company offices for details; or Steve (National Accounts) or Joe (Independents) on the emails below.

Steve Asbey, steve@cheatwell.com Joe Rushworth, joe@cheatwell.com Office: sales@cheatwell.com Offi Cheatwell Games Ltd., Heritage Business Park, Heritage Way, Gosport PO12 4BG.

www.cheatwell.com

Games & Puzzles

Exploding Kittens (31) 646 437 146 | www.explodingkittens.com

| sales@explodingkittens.com

As Exploding Kittens starts to build direct relationships with UK National retailers, the brand’s offering for 2022 is growing with a number of launches planned for spring and beyond.

New for spring are two additions to the core range and the brand’s biggest own-IP franchise. Exploding Kittens: Cat Burglar Edition is a UK-only launch and comes with an adorably sinister (and exceedingly squishy) Cat Burglar figure which adds a whole other level of thievery, strategy and hilarity. When the squishy foam cat burglar figure is played, it allows a player to steal valuable cards from their opponents and betters their chances of winning - but being a great burglar also makes them a great target. Available in a bigger box, Cat Burglar has a window that gives consumers a peek at the mischievous feline bandit inside.

Zombie Kittens is the new stand-alone version of Exploding Kittens. The new gameplay introduces a key element that has not been seen in Exploding Kittens before - Player Resurrection. If a player has exploded, the Zombie Kitten card lets them rise from the grave and exact their revenge, giving each player the ability to stay in the game longer than they could in the original. With all-new art and cards to discover, Zombie Kittens can also be combined with any deck as an expansion and is the perfect addition to the existing Exploding Kittens franchise.

Exploding Kittens is also welcoming Mantis, a new family game derived from the popular comic ‘Why the Mantis Shrimp is My New Favourite Animal’ by the Eisner-award winning cartoonist Matthew Inman of The Oatmeal. Mantis is a colourfully cutthroat card game of rainbows and revenge with only two rules: steal or score. Each player starts with four cards, placed face up so the entire group of two to six people can see them.

Even though the cards in the draw pile are face down, the back of the cards have colourful clues as to what is on the other side. During each turn, players look at the top card of the draw pile and decide whether to steal matching cards from an opponent or score all the matching cards in their hand.

Poetry for Neanderthals: NSFW Edition is an adult version of the hit game from Exploding Kittens, in which players aged 17+ must ‘speak good or get spanked with stick’. Players earn points by getting their teammates to guess cheeky words and phrases. The catch is that they are only allowed to use single syllable words. If they use any words with more than one syllable, the other team gets to spank them with the 2-foot inflatable Spank Stick. This board game forces players to explain complicated ideas using simple vocabulary as they attempt to get their team to guess as many words and phrases as possible before the time runs out.

For more information on the Exploding Kittens portfolio, contact Joeri Hoste: Joeri@explodingkittens.com.

Cheatwell 02392 524 908 | www.cheatwell.com

| sales@cheatwell.com

This year sees Cheatwell introduce two new additions to its Tension range. The first, Tension Junior, is a crazy naming game that’s fun for kids of all ages. Based on Cheatwell’s best-selling board game, the game invites players to race against the clock as they find solutions to given topics, facing anything from ’10 Spotty Animals’ to ‘10 Peppa Pig Characters’. The categories have been specially crafted to suit kids aged eight and above.

The Games 2 Go range features Cheatwell’s unique, take anywhere play-and-score card dispenser. This series of travel games contains everything needed to play the games on the go, and all from the palm of a hand. Travel Tension, the second addition to the Tension range for 2022, is the first board game to feature in this novel format.

Also launching this year and supported by an innovative marketing campaign, Brain Ache is the game in which players race to identify familiar catchphrases or words represented by perplexing pictures. The quickest person to guess correctly wins the card, so participants need to think fast and shout out the answer before anyone else does. Brain Ache contains hundreds of picture puzzles that will baffle the mind and boggle the brain.

The edge-of-your-seat party game Top It sees players race to place their cones on letter discs whilst calling out examples of teasing topics. However, any player can top another’s cone with another answer and, since only the last cone counts, they’ll be the one to bag all the points.

Spot The Intro makes use of players’ preferred music streaming providers and challenges them to name tip-of the-tongue tunes from just a snippet of a song. This hugely entertaining game features hits from the 60s to the 2020s and much, much more.

Players can test their powers of deduction in the solve-it-yourself, who-did-it game of Sleuth. A deadly crime has been committed during a roller-coaster ride aboard the Oriental Express, and the players are the only ones who can solve it. Each takes up the role of a ‘famous detective’ - from Sheerluck Homes to Missing Marbles - as they move from carriage to carriage, solving clues in an attempt to catch the criminal.

Retailers should also look out for Zensu, the new strategy game that’s simple to learn but hard to master; Snappits, the game in which great minds think alike; and Snippets, which asks players to reach into the corners of their mind to complete the tantalising tag they’ve been given. Perfect for the slightly more adventurous gamer, PsychoBabble is a social deduction game of dreams, paranoia and insanity, whilst kids will enjoy Chattabox and Stand Up Sit Down. These two hugely popular games have recently made a welcome return to the Cheatwell portfolio.

For summer lines, retailers need look no further than Cheatwell’s extensive range of family card games. There are over 20 styles to choose from and every order of three designs comes with a free countertop display. Offering great value for money, these impulse purchase products suit kids, families and adults, meaning there’s something for everyone.

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TM

LOVE 01903 885669 - uk@smart.be - www.smart.be

Games & Puzzles

Toynamics UK & Ireland 0116 478 5230 | www.toynamics.co.uk | sales@toynamics.co.uk New for 2022, Hape has launched three Glow in the Dark 1.5m long puzzles aimed at children aged six years and over. The different themes include Dinosaurs, Magic Forest and Under the Sea. In daylight the puzzles are bursting with colour, while each reveals a new image in the dark. The dinosaurs turn into the skeletons of extinct creatures, the Magic Forest turns into a beautiful scene of fireflies dancing in the moonlight, and Under the Sea shows how sea creatures glow in the water’s dark depths. Each puzzle extends the play into learning thanks to supporting fun fact cards which let kids read about the different creatures featured.

The puzzles are 150cm x 30cm.

Hape is just one of the many brands Toynamics UK & Ireland offers.

All brands are supported with full marketing including shop-in shop solutions.

DKL-Beysal 01604 678780 | www.dkl-beysal.uk Plus-Plus, exclusively distributed by DKL-Beysal, is an award-winning educational STEM construction toy that stimulates fine motor skills, creativity, focus and patience. This year sees the introduction of a strong new range of Puzzle By Number sets, all supported by a full marketing schedule.

The Puzzle By Number range include six fun themes for puzzlers to choose from. The 250-piece Heart and Adventure sets are a great gifting lines that will appeal to new puzzlers and existing Plus-Plus consumers alike. Plus-Plus is also introducing 500-piece sets in Rainbow and Space themes, as well as 800-piece Butterfly and Earth options. Regardless of their piece counts, all the sets are ideal for puzzlers seeking a mindful moment away from screens and daily distractions.

By matching the colours and numbers together, Puzzle by Number lets consumers create beautiful mosaic designs, and unlike regular puzzles the PlusPlus pieces can be reused to build something new once the puzzle is complete.

Rex London 020 8746 1700 | www.rexlondontrade.com

| info@rexlondon.com

Rex London has continued to expand its range of games and puzzles for kids and adults of all ages.

The company is well known for its classic products - those that offer a retro feel with a modern twist – which older family members appreciate for their nostalgic qualities. New to the range for this year are a classic jacks game, hopscotch and dominoes.

New matchbox puzzles in four designs have been introduced to the range for 2022. These portable pocket-sized puzzles are the perfect size for party bags and stocking fillers, and make for cute little gifts too. Older children and adults, meanwhile, will enjoy Rex’s collection of 1,000-piece puzzles. These are available in a choice of five of Rex London’s most popular inhouse designs. As the puzzle trend goes from strength to strength, more Rex London releases will be unveiled throughout the year.

Catering to a rising demand for brain-training games for kids, Rex London welcomes two new additions to its range of kids’ memory titles. Children can pair up either colourful matching animals or dinosaurs, making these games a fun way to improve cognitive development.

Suitable for the youngest kids, Rex London’s new jungle design wooden shape sorter is perfect for little problem solvers. These fun wooden shapes are ideal for developing fine motor skills and hand-eye coordination, as well as shape and colour recognition.

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Digital & Social Media Campaigns | Influencer & PR Support sales@explodingkittens.com

@gameofkittens

explodingkittens

Games & Puzzles

University Games 020 7254 0100 | www.university-games.co.uk The games and puzzles specialist University Games offers over 700 titles that promise fun and entertainment for the entire family. From pre-schoolers and children through to families and adult players, there’s something for everyone in the assortment of 80 new lines launching in 2022.

A new addition to University Games’ licensed portfolio, 15 intricate new Star Wars and Mandalorian Model Kits are set to launch this spring. Some of the new Star Wars Model Kits available include the Millennium Falcon, Imperial Star Destroyer, X-Wing Fighter and Imperial AT-AT, as well as superbly detailed models of the iconic R2-D2 and BB-8 characters. The Mandalorian, meanwhile, welcomes striking new models of the Imperial Light Cruiser, Sandcrawler and Boba Fett’s Helmet.

Impressive new 3D Puzzles of iconic characters and buildings from the Disney and Marvel franchises will also be joining University Games’ best-selling 3D puzzle range.

Existing collections within this range include Harry Potter, Game of Thrones and Football Stadiums. New Marvel and Disney 3D Puzzles include the Avengers Tower, Iron Man’s Helmet and the beautiful Arendelle Castle from Frozen.

A new brand joining the University Games children’s range this year, Tom Gates is based on the 18-strong, award-winning book series as well as The Brilliant World of Tom Gates on Sky Kids. The new games and puzzles range is aimed at children aged 6-12 years old and includes The Tom Gates Monster Games Board Games Compendium. The three double sided puzzles can be coloured in on one side. A fun-packed Card Game is also available from the Tom Gates range.

Also new to The Lagoon Group is the STEAM brand The Purple Cow. This range of science-based kits and tricks gives children the opportunity to become real researchers for a few hours as they experiment within their own private laboratory. There will also be a range of Purple Cow Magnetic Travel Games launching for spring.

The iconic Subbuteo brand celebrates its 75th anniversary this year. University Games’ evergreen Subbuteo range supports both the Official England and Official England Lionesses Main Games alongside the Original Main Game and includes a wide variety of teams and accessories including the new VAR Set. New product launches will help the brand celebrate its anniversary year, all of which will be supported by a a multi-layered, heavyweight media campaign in the second half of 2022.

New 2022 additions to the Lagoon Group’s best-selling range of games in a tin include Music Quiz, Festive Couples Quiz, and the Double 6 and Double 9 Dominoes Tins. The new titles join favourites such as Celebrity Name Game, True or False and What Did You Say? This year will also see further growth in the highly successful Murder Mystery portfolio, with new titles joining the ever-popular Case Files range. There will also be fun additions to the puzzles category with new Scratch Off Harry Potter Puzzles, a Cluedo Mystery Puzzle and new Impossibles Puzzle titles - Mr Potato Head and Monopoly.

Smart Toys and Games 01903 885 669 | www.smartgames.eu | uk@smart.be Smart Toys and Games prepares to roll out its highly anticipated spring 2022 launches. As a leader in multilevel logic games, known for designing truly unique products, the company has a host of games and puzzles on the way for consumers to look forward to. Bursting with fun brain-busting themes and innovative mechanics, the new launches promise to engage the minds of children and adults alike.

Spring sees the arrival of three new products in the brand’s best-selling IQ Games category: IQ Love, IQ Stixx and IQ Six Pro. Selling in their tens of thousands, the IQ range is an immensely popular category for Smart Toys and Games. Each game is unique and offers an innovative game mechanic as well as varying levels of difficulty, meaning that these educational titles are perfect for children as young as six all the way up to adults. These award-winning games are easy to pick up but hard to put down, and offer a brilliant logic games solution for the whole family.

IQ fans can show their brain some affection with IQ Love. This travel friendly puzzle game revolves around 10 colourful gemstones, which players aged seven and over have to fit in the double-sided board. The game boasts an impressive 120 challenges to enjoy.

IQ Stixx is a fun and deceptively simple-looking game that tasks players with stacking up sticks. Five horizontal pieces need to fit on top of five vertical ones, but players must discover whether they can correctly criss-cross the pieces in this travel-friendly puzzle game to successfully complete all 120 challenges.

IQ Six Pro promises the same level of fun as the best-selling IQ Puzzler Pro, but on a hexagonal grid. Offering three ways to play, the top of the game board has a grid for both 2D challenges and 3D pyramid challenges, whilst the base invites players to make colourful butterflies on the 2D challenge grid. An ideal travel game, the compact game board comes with a transparent lid, 12 colourful hexagonal puzzle pieces and a booklet with 120 challenges to try - as well as their solutions.

This spring, the Horse Academy will have players jumping for joy. Players aged seven and over are invited to take part in a gymkhana as they create a path over the jumps from start to finish. The challenge lies in ensuring their horse is jumping the obstacles in the right order. Players follow the course to solve the game and work through the 80 challenges, from easy to expert.

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Konami Digital Entertainment B.V. 01753 271737 | www.yugioh-card.com/uk Ghosts From the Past: The 2nd Haunting hits shelves this month and is the follow-up to last spring’s phenomenally successful Ghosts From the Past. The 2nd Haunting offers more of everything that made Ghosts From the Past a smash hit, including even more Ghost Rares.

This all-foil booster set includes a huge mix of top-end tournament favourites, while dozens of other cards benefit from foil upgrades for the first time. Brand-new cards are also introduced, including powerful new monsters such as Crystal Beast Rainbow Dragon, Decode Talker Heatsoul, and Borrelend Dragon. All non-Ghost Rare cards in the set will be Ultra Rares.

Some boxes will even include one of nine new Ghost Rare cards, including old favourites such as Cyber Dragon, Dark Magician Girl, and Blue-Eyes White Dragon. It’s not just the roster of Ghost Rares that’s expanded either: the drop rate has, too, so it's twice as easy to pull a Ghost Rare this time around.

Ghosts From the Past: The 2nd Haunting is an all-foil set. Each 5-card pack comes with five Ultra Rares, one of which could be replaced by a Ghost Rare. On top of that, each box of Ghosts From the Past: The 2nd Haunting contains four packs instead of three, for a total of 20 cards per box.

Flair 0208 643 0320

| www.flairplc.co.uk | sales@flairplc.co.uk

Flair continues to provide family friendly fun in the form of everything from exciting strategy and action games to hilarious talking toilets.

New game Get to the Peak sees players help their two intrepid climbers reach the peak of the mountain before their opponent. Spinning the roulette wheel gives the directions for climbing the player needs to follow, by inserting one of their climber’s feet or hands into one of the holes on the mountainside. The risks taken while climbing are up to the player: the more securely they climb, the safer their climber is - but with caution comes reduced speed.

Players must be strategic about where they place their climbing axe, as the other player might make their opponent’s climber fall by taking that hole from the other side.

Many hours of entertainment are guaranteed with Shoot the Poop. In this hilarious game, players must shoot their toy poops into a talking toilet bowl. To play, simply place the poop on the launcher, aim and shoot. The first player to shoot all their poops into the loo wins.

Pick Up Pete ticks the box for families with pre-school aged children. This stacking game with a difference requires players to pile up their chairs on Pete the Pick-Up truck whilst it drives around. The winner is the first person to stack all their chairs on Pete as he passes by.

All these games will benefit from TV support in autumn/winter.

Golden Bear 01952 608 308 | www.goldenbeartoys.com customerservices@goldenbeartoys.co.uk Golden Bear Toys has a raft of new own-brand games launching for the year ahead.

Spring will see the launch of the third assortment of Escape Room Game Packs for Golden Bear’s Trapped range, which launched to instant acclaim in 2020. The new editions follow the success of last year’s game packs - The Zoo, Mission to Mars and Flight 927 – which launched in June 2021. Trapped Escape Room Games deliver an alternative experience to board games, providing a highly sociable way for families and friends to play together while enjoying the escape room phenomenon in the comfort of their own surroundings.

Each Trapped game contains unique content and has a thoughtfully developed backstory that compresses all the fun of a regular escape room into a thrilling homebased game pack suitable for families with children aged eight and over. Players can choose from three levels of difficulty. Designed by real escape-room experts, these family-friendly games are designed to get everyone up and about, solving puzzles and having fun. Each game contains everything needed to turn any room into an escape room: players simply place the pack contents on walls and surfaces in a room of choice, and then either work together or compete to crack the clues, solve the puzzles and escape.

Squirty Gertie, Golden Bear’s interactive game for all ages in which the aim is to avoid getting wet, will come to market in September. Offering two modes of play, participants compete to beat their opponents by remaining dry throughout the game. Either race against another player to be the fastest to ‘squirt’ the other while in Competition Mode, or opt for In Turn Mode, in which one wrong move sees Gertie squirt water over the loser.

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John Adams 01480 414 361 | www.johnadams.co.uk Following the success of Ghost Castle and the DreamToys Top 12 winner Gassy Gus, John Adams’ range of Ideal games continues to grow in strength and volume with exciting new family and childrens’ action games additions.

Recently named a Toy Fair Hero Toy, Monster Mash is a matching, speedy-smashing game in which players race to be first to match and catch five monsters with their sucker. Joining Monster Mash will be three fun action games including Don’t Be A Scaredy Bear, Tippy the Dragon and Soggy Moggy.

Families seeking a challenge will love Topple Off, the electronic, balancing, reaction game. Players must follow the Topple Off instructions and place the handle on the correct base plate without making the orb topple.

Simple to learn but difficult to master, Ideal - This Side Up is an addictive reaction game players will find hard to put down.

Following the voice commands, gamers flip the parcel until the correct colour is facing upwards. As the instructions get quicker, it gets harder to keep up without dropping the box and ‘breaking’ the contents.

In 60 Seconds, players have one minute to say, draw or mime the object on the card to the other players in their team. It's a race against time to see how many cards they can get before the alarm rings, in this game that tests players on how well they can cope under pressure.

Retro favourite Don’t Panic is back, along with a new edition for younger players. Don't Panic Junior is a perfect game for all the family and has been designed with kids in mind. With subjects ranging from simple to tricky, the easier the category, the more things players have to name.

John Adams’ TV show collection has also expanded with Race Across the World, a fun and competitive board game based on the popular BBC TV Show. Joining the family games range is SpinParty, a mind-spinning and cunning trivia game in which players don’t need all the knowledge to win: instead, they can bluff their opponents, spin the board and steal answers in this unique rotating trivia game.

Rubik’s, the world’s best known brainteaser puzzle, welcomes plenty of new additions that complement the core range. Rubik’s Phantom brings a whole new level to the original 3x3 with thermochromic technology. The whole cube looks black until the tiles are touched, at which point they temporarily reveal their colour. The puzzler can then twist and turn the cube as they attempt to solve it.

Beyond the original cube, there’s also a range of new Rubik’s games that feature the iconic colours, shapes and playfully intelligent challenges that Rubik’s is so well-known for.

Rummikub, the family classic that brings everyone together, is also extended with a luxury Alpine edition featuring premium mini tiles. Rummikub Alpine comes in a handy travel tin, making it perfect for taking away on staycations and day trips.

Further extending the heritage collection, the Scrabble range welcomes new additions including a large print version, Welsh and Gaelic language editions, and two new premium versions. The special Glass Edition Scrabble features a stunning design perfect for fans and collectors. The heavyweight rotating board is manufactured in tempered glass for added safety, and the specially moulded tiles have a non-slip silicon coating on the rear.

Ideal for families seeking an extra challenge, Ludic offers a complete collection of fun co-ordinated family games to test all parts of the brain. Ten games are available within the range, with something for everyone of all ages whether it be storytelling, language, trivia, logic, or just frantic fun.

All key new launches will benefit from a mix of TV, VOD, Adsmart and digital advertising as well as full PR, influencer and social media campaigns.

Ravensburger UK 01869 363 830 | www.ravensburger.com 2022 will witness the largest number of puzzle launches yet from Ravensburger UK, with a range on its way that offers something for all ages and tastes. New additions span many of the company’s lifestyle themes, from nostalgia, travel, art and landscape through to the popular challenge range and escape puzzles for both adults and children.

Ravensburger gives a nod to the Royal Jubilee this summer with Royal Residences and has also introduced a beautiful coming-together of renowned Cornish coastal towns with A Fisherman’s Life. A new British artist has created a puzzle featuring iconic landmarks from across the UK, Around The UK & Ireland, while Vintage London is a take on current trends in modern art. Festival of the Flower Children is based upon a photograph taken at Woburn Abbey in 1967. The company is also launching a miniature collection of four 3D puzzles featuring the characters from the upcoming movie, Minions The Rise of Gru. Ravensburger’s new extra-large 750-piece puzzles offer another format for those unable to handle smaller pieces. These proved hugely popular with buyers at London Toy Fair 2022. In addition to this, the 200- and 300-piece Puzzle Moments are perfect for those needing a break from day-to-day life but with only small amounts of free time. In a similar vein, the 99-piece puzzle moments are perfect for a lunch break or those with busy, on-the-go schedules.

36 new puzzles join the childrens’ portfolio, many of which have been commissioned by Ravensburger’s UK-based product development team. Non-licensed children’s puzzles are also a popular choice, particularly the company’s own UK-developed My First range, which is based on the principles and themes outlined in the government’s Early Years Foundation Stage framework. Highlights of the children’s puzzle range include an extensive range of puzzles celebrating the much-anticipated movies: Minions The Rise of Gru, Jurassic World Dominion and Disney Pixar Lightyear. Later this autumn, other new children’s launches will include Minecraft and the new-look Thomas & Friends range.

In the games category, Ravensburger is home to some of the UK’s best-sellers of 2021 including the hilarious #UpsideDownChallenge game. This launched last Christmas and is expected to grow in popularity this year. Family favourites Labyrinth and Think Fun’s Gravity Maze are also expected to be top performers once again.

Highly anticipated within the family games range for 2022 is Zingo. With a new design and packaging, the ThinkFun international best-seller moves over to the Ravensburger portfolio this year having already racked up 20,000 5-star reviews from players. The launch of this fun, educational game for children and families will be supported with a full marketing campaign later this year.

The family sleuth game Scotland Yard is a strong year-round seller. Based on its success to date, the brand will expand over the next three years with the first launch, Sherlock Holmes Scotland Yard, due later this year.

Immersive games continue to grow in popularity among those who prefer a more in-depth and longer game experience, and Ravensburger’s reputation for delivering quality in this category has also grown. Disney Villainous and Marvel Villainous, with additional standalone packs, can be enjoyed without the original base game. New for this season is Disney Villainous: Bigger and Badder, the fifth standalone game in the collection. There will be more news on this category very soon.

The best-known global brand in the Ravensburger games portfolio, Memory enjoys trust and recognition among parents and carers for offering children from pre-school upwards a fun gaming experience. Re-launched for 2022, Memory is now available in a variety of collections and sizes. My First Memory is suitable for kids aged two upwards, while Mini Memory is perfect for entertainment on-the-go and offers 23 different games for younger players.

Finally, the interactive track system GraviTrax launches three standalone games perfect for newcomers to construction games. With three games to choose from, each has 30 differing challenges with instruction cards and tips to help players to create a short marble run. All parts of the game are compatible with every other GraviTrax system.

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Asmodee 01420 593 593 www.asmodee.co.uk Having been trading for over 40 years, and as the leading distributor of tabletop games and accessories in the UK, Asmodee is home to the must-have games of the moment.

Dixit is a game in which players’ imaginations unlock the tale. Using the beautiful imagery on their cards, participants bluff their opponents and try to guess which image matches the story to win. This popular and aesthetically pleasing game has sold 7m units worldwide since launching and offers gamers a truly unique experience.

An adventure of discovery, settlement and trade set on a mythical island, Catan is a hugely accessible cultural phenomenon with over 35m units sold to date. Players roll the dice to determine which resources are generated in each round and then trade strategically with their competitors to expand their holdings.

Demand for Pandemic has soared over the past couple of years. This collaborative game of strategy and logic sees players take up one of seven roles - dispatcher, medic, scientist, researcher, operations expert, contingency planner, or quarantine specialist – and race against time to rid the world of four deadly diseases. Described by fans as nail-biting and thrilling, players must work together with their family and friends to win. Suitable for two to four players, several expansions increase the replayability of this already addictive game.

With over 1.5m copies sold worldwide, 7 Wonders appoints players the ruler of a legendary historical city. Their job is to ensure their city prospers by improving it and making it more influential than those ruled by their opponents. Carcassonne, meanwhile, is a tile-placement game in which players draw and place a tile showing a small section of the famous French city of Carcassonne. Points are scored when features such as roads, churches and towns are completed, with players needing to balance their desire to win against keeping their cool.

Dobble is a popular observation game that sees players race to match the identical symbol between cards. Reliant on a sharp eye and quick reflexes, Dobble creates excitement for children and adults alike. Bananagrams is a fast and frantic game which challenges players to race against each other as they build crossword grids. With no pencil, paper or board required, Bananagrams is perfect for playing on the go.

Those with only 10 minutes spare will enjoy BrainBox: all they need to do is study a card for 10 seconds and answer a question based on the roll of a dice. If they’re correct, they keep the card and try to win more. Topics include Football, Maths, The World, Harry Potter and more. BrainBox is made from a minimum of 70% recycled material and designed in the UK. Ticket to Ride London invites players to jump aboard a famous double-decker bus and rumble through London’s historic streets. In this fast-paced game, players race to claim the most important bus lines and complete their Destination Tickets by connecting Districts in the capital.

The Sock Game is a hilarious title for all ages. Players are tasked with retrieving one of 30 items from a sock in this surprisingly competitive party game. Taco Cat Goat Cheese Pizza sparks hand-slapping mayhem. When there’s a match between a card and a spoken word, the race is on for players to slap their hand on the central pile. The winner is the first to get rid of all their cards.

Asmodee UK’s 2022 vision is ‘More People Playing More Games More Often’. The company has several exciting initiatives in the pipeline for this year, which sees its biggest ever marketing spend. So far, Asmodee has undertaken exciting sponsorship of CITV featuring Dobble, The Sock Game, BrainBox and Bananagrams, and has also joined forces with Absolute Radio on a successful sponsorship featuring Catan, TTR, Dobble, Dixit and 7 Wonders. To support the busy Easter holiday season, Asmodee has also partnered with the gaming specialist Game on a 'Roll to Win' retail competition featuring all its key lines.

Moose Toys 01637 882200 www.moosetoys.com At London Toy Fair this year, the team at Moose announced what it is calling the ‘hottest game of the year’.

Clipology is an all-new interactive streaming experience featuring the world’s most iconic TV and movie content. This screen-time meets game-time trivia based title features a physical board game, video content and over 12 unique video challenges.

This broad range of play options means players will discover a highly interactive game with thousands of memorable movie moments making up the content. This innovative concept ensures Clipology will continue to offer a dynamic and exciting experience for participants every time they play, enhancing the fun and offering excellent value for money.

Clipology is the perfect example of a product that engages groups of friends or the whole family alike to participate in the game play. The unique game is built on a cloud-based platform, allowing players access across multiple screens including TVs, tablets and phones. The platform also allows for content to be continually refreshed with the latest pop culture moments for a truly ground-breaking gameplay experience.

Already well known for the success of the mind twisting FlipSlide, this year Moose will also be launching four new games spanning a diverse range of themes of target demographics. The new titles will include educational games for kids, board games for grownups and everything in between, including a game based upon the global phenomenon Magic Mixies.

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Tomy 01392 281927

| www.tomy.com

The Tomy and Drumond Park games range continues to go from strength to strength. The portfolio is outperforming the market, delivering 6% growth year on year, and the brand continues to build on this success in 2022.

The newly refreshed Logo 2 delivered a standout performance and was crowned the No.1 best-selling adult game in 2021, closely followed by the continuous best-seller Articulate. Tomy’s Pop Up Pirate was once again the No.1 best-selling children’s game and was joined by several of Tomy’s most popular offerings including Screwball Scramble, Articulate for Kids, Greedy Granny and Fill Your Pants, all of which cemented their place as family favourites in 2021.

Last year saw huge growth within the travel games market, spurred on by a rise in staycations. To meet the continued demand, Tomy is expanding its Drumond Park Mini Game offering with bitesize versions of iconic household favourites that are perfect for on- the-go fun.

Tomy is adding four mini games for spring/summer including Best of Kids, Best of Food, Best of Sport and a refreshed version of Logo 2. This takes the range to seven products across the travel games category, joining the already popular Articulate, Articulate for Kids and Rapidough.

Looking ahead to autumn/winter, Tomy will be launching 11 new lines. Link Logo is the newest addition to the Drumond Park family of games. This linking, thinking picture game sees teams go head-to-head: first they guess certain themes by linking the pictures, and are then challenged to answer linked trivia questions. This builds on the success of Logo 2, which launched in 2021.

Ideal for the younger consumer, Tomy will be launching four new lines in 2022 - Rumble in the Jungle, Beat the Camera, Shake your Stories and Pop Up ET. The classic game Rumble in The Jungle has been given a new lease of life with refreshed packaging and a new board featuring all the elements of the original game players know and love. Other new games to Tomy’s ever growing portfolio include Beat the Camera. This action-packed game, filled with suspense and action, challenges players to seek high and low for a hidden gem without being spotted by a watchful camera which will pick up every movement. Another new launch, Shake Your Stories is the perfect choice for households that love imaginative play. Players simply need to shake and pass the interactive sound shaker to be inspired to create amazing stories together.

Finally, Tomy is launching a unique addition to its Pop Up range: Pop Up ET. Helping to celebrate this well-loved character’s 40th anniversary, this is the perfect game for fans of the iconic movie.

All lines will be supported with digital and influencer campaigns.

www.bertoy.com

A N E Y E F O R TOYS some

some

new categories

new categories

Find out more!

Find out more!

Bubblegum scented

Dino World

50 + 150 pcs Tin Puzzles

Earth & Space

48 pcs Above & Below

African Animals

Bubblegum Turtles

48 pcs Mini Puzzle Scratch & Sniff

At the Races

72 pcs Round Box Puzzle NEW B2B webshop: https://shop.app4sales.net/Bertoy/

Rainforest

100 pcs Wood Puzzle

Garden Bunnies

25 pcs Floor Puzzle

service@bertoy.com philip@bertoy.co.uk

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new catalogue 2022

There’s Something for Everyone.

From the New...

...To the Classics!

University Games UK Ltd

4 The Lanterns, 16 Melbourn Street, Royston, Hertfordshire, SG8 7BX Telephone: 020 7254 0100 Email: office@ugames.uk.com

www.university-games.co.uk www.thelagoongroup.com

Games & Puzzles

Clementoni 020 3206 1397 | www.clementoni.com

| clemuk@clementoni.com

Puzzles continue to be a strong category for Clementoni. The company currently holds an impressive portfolio of generic products as well as licences from major TV and movie properties.

Tapping into the positively received movie release for The Batman, Clementoni has partnered with Warner Bros. to launch a dedicated puzzle using imagery from the new film. At the same time, the company is creating a range of puzzles based upon the standard Batman licence including kids puzzles, Panorama, the signature Impossible format and a 1,000-piece puzzle for adults.

The company’s partnership with Disney for Puzzles across the UK & Europe continues to go from strength to strength with line extensions planned for 2022 complementing the existing range of adult and childrens’ puzzles. A new line of Disney Story Maps puzzles, a collection of 1,000-piece puzzles that combine the most loved Disney properties with the evergreen concept of maps and storylines, has just launched. Each finished puzzle image tells the complete story of four Disney favourites: Frozen, 101 Dalmatians, Alice in Wonderland and The Little Mermaid.

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Shrine of the Kobold Queen Step into Mother Krangor’s domain with Epic Encounters: Shrine of the Kobold Queen.

These kobolds believe in a new world born of fire blood.

Face their vicious warriors, seek out their dreaded queen, and prevent their prophecy from coming to pass!

Discover more a

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Lair of the Red Dragon

Lair of the Red Dragon Epic Encounters: Lair of the Red Dragon will plunge you into battle against a HUGE red dragon with an 11-inch wingspan and a golden treasure base.

5E

COMPATIBLE

Compatible with fifth edition or any fantasy roleplaying game.

Inside every Epic Encounters box is everything a Game Master needs to run truly epic roleplaying encounters. Use the plot hooks, monster stats, and awesome minis to create cinematic RPG sessions players will talk about for weeks!

®

Allegedly

The new Toys R Us UK operation has certainly built an experienced, knowledgeable team for the UK market – I’m looking forward to seeing what it has to offer when the website goes live in a few months’ time (the launch date still appeared to be fluid at the time of going to press). That said, it’s amazing how many consumer media outlets have got it spectacularly wrong and reported that TRU will be “returning to High Streets” – not that it was ever on that many High Streets in the first place (being more of a retail park set-up), but I gather that any form of bricks and mortar presence remains some way off. It appears that the retailer’s return to the UK in 2022 will be within the competitive digital arena, with the hope that the name still resonates sufficiently with consumers to allow the new business to carve a niche for itself and establish a profitable operation here in the UK. To be fair, I suspect there is a decent level of residual goodwill for it to capitalize on – we’ll see how that translates to sales – and profit - in the coming months…

I have to hold my hand up and say fair play to John Lewis. I will admit that I was sceptical that the retailer could replace the business lost from closing a chunk of its physical stores, but last year it recorded its highestever turnover...from 16 fewer stores. Indeed, online sales accounted for 2/3 of its £4.93b sales. That’s impressive, especially from a retailer which you don’t automatically think of as a major player in the digital space. Of course, there is no way of knowing whether toys fared as well as some other categories, but it does seem that the retailer has managed to turn things around, even if the results showed a pre-tax loss of £26m – although that’s certainly a lot better than last year’s loss of £517m…

Following the frankly lunatic behaviour of President Putin, sanctions have been imposed on Russia by many businesses – in our market, most of the major movie studios have postponed imminent movie releases, while Playmobil was the first toy company to announce it would stop shipments to the region, with many more following. As we have seen in recent weeks, the court of public opinion is not forgiving of anyone who continues to work with - or even have close ties to - Russia. Apart from the moral issues of supplying a country that has instigated a war, there are practical issues; the rouble has collapsed, payment methods have nearly all been removed and many shipping companies have cancelled their services anyway. Russia is being cut off, its economy is being choked – and despite some people suggesting it is unfair on Russia’s blameless children, I broadly side with the person who said on LinkedIn: “"If a country does not follow civilized rules, then it should not receive goods and services from the civilized world” …

However, Russia has decided not to take the sanctions lying down, and is countering with threats of its own – albeit slightly more unhinged. A Russian court ruled that trademarks can be used by Russian businesses without permission or compensation, and that no redress or punishment will be forthcoming via Russian legal channels. In dismissing a case brought by Hasbro over an infringement of Peppa Pig, the judge cited “unfriendly actions of the United States of America and affiliated foreign countries” in his ruling. The ruling has sparked fears that the Russian government may allow other brands and trademarks to be stolen on a wider scale – a prospect that will concern many IP owners, for whom Russia has developed into a substantial market in recent years. To exacerbate the situation, the Russian government has also issued a decree that appears to give

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the green light for patented inventions and industrial designs from what it terms “unfriendly countries” to be used without permission or compensation. This list of unfriendly countries includes the UK, the US, the EU, Australia, Ukraine, Japan and 16 other nations. If you think this is just political sabre-rattling and it wouldn’t happen in the real world, bear in mind that Russia also passed a law allowing it to seize all 500 foreign owned airplanes in the country, worth $10 billion. So, if they are happy to openly steal planes, I think it is fairly safe to assume that wholesale theft of IP and brands is seen as fair game in the ‘new’ post-meltdown Russia…

It's all a bit of a mess over in Hong Kong at the moment.

Daily Covid cases have soared, and I have seen pictures of facilities - I would loosely describe them as ‘Covid camps’, rows of tiny ‘container-like’ structures - which are being constructed, presumably to house those who test positive. It doesn’t look pleasant, and pretty much confirms that there is no imminent prospect of a return for international visitors any time soon…

Meanwhile, events in neighbouring China are arguably of even greater concern to the global toy community. The Omicron variant has rudely chosen to ignore the Chinese government’s insistence on zero Covid, with cases popping up across China with increasing frequency. Shenzen – a major toy production hub – was shut down for a week in March, with residents told to work from home. Inevitably, this had a knock-on effect on the supply chain: not only were factories shut, but key ports were effectively non-operational. Yantian – the world’s fourth largest port – was technically open, but very little was going on. ‘No workers’ means no truck drivers and no one to move product out of warehouses. The lights were on, but everyone was home.

The key is what happens next. The initial lockdown was mandated for seven days, and if everyone is allowed to return to their place of work thereafter, it could just be a temporary blip. But if seven days turns into 14, or 21…. that’s a whole other ball game. Just when you thought it was safe to go back on the water, just as there was a sense that reliability and rates were about to return closer to normal, we have a major potential curveball to deal with. When Yantian was shut last year, it led to greater disruption that the Ever Given blocking the Suez Canal.

And the whole city wasn’t shut down then, just the port itself…

Media agencies tell me that some traditional elements of the kids’ viewing universe continue to struggle – especially linear TV, which has seen quite an alarming drop in viewing figures since Christmas. To add a further twist to proceedings, Disney + announced recently that it will start selling ads on its channel – this process will start at the end of ‘22 in the US and roll out internationally in ’23. When we ran the story, it even took a few seasoned media experts by surprise – without doubt this will add a new dimension to many toy advertisers’ plans moving forward…

If the media landscape is rapidly evolving, so too is the retail landscape: Amazon recently announced plans to close all 68 of its UK & USA brick-and-mortar bookstores, pop-ups and shops carrying toys and other consumer goods. Turns out this retail lark isn’t that easy, after all.

Seriously though, there is a kind of delicious irony in the closure of Amazon's failed '4 star stores' experiment.

Imagine being thwarted …by yourself. I would love to have been a fly on the wall at that meeting: “It’s not our fault, it’s just…well, it’s not easy to complete with these bloody online giants like…oh.”