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.

Far 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 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 multigenerational 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.

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 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.”

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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?

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.

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.