Toy World Magazine August 2022

August 2022 Volume 11 Issue 12

YuGiOhCardEU www.yugioh-card.com/uk

AVAILABLE SEPTEMBER 2022 ©2020 Studio Dice/SHUEISHA, TV TOKYO, KONAMI

*Date subject to change

The Team...

CONTENTS August 2022 Volume 11 Issue 12

John Baulch

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

40 Special Feature: Toymaster visits Learning Express

48 Feature: STEM & Educational

Mark Austin

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

News

Regulars

Features

07 08 20 24 28

26 32 35 128 146

40 Special Feature: Toymaster visits Learning Express 44 Company Profile: Mattel 48 Feature: STEM & Educational 52 Company Profile: Clementoni 72 Special Feature: Konami 74 Feature: Plush 80 Company Profile: Sambro 82 Company Profile: Posh Paws 106 Company Profile: Toynamics 110 Feature: Wooden Toys 134 Company Profile: KAP Toys 138 Feature: Autumn Fair Preview

From the Publisher News Industry Moves Marketing World Licensing World

Generation Media NPD Talking Shop Fresh Allegedly

Anita Baulch

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

Contributors The NPD Group | Mark Buschhaus Stephen Barnes | Jonathan Chambers

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

74

110 Feature: Wooden Toys

Feature: Plush

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

61 Maxted Road, Hemel Hempstead, Herts, HP2 7DZ

W

hile no-one is pretending it’s easy at the moment, the toy market is continuing to do its best to buck the general retail trend. We may not have the mid-summer launch of the Argos catalogue to galvanise toy sales these days, but there are plenty of new lines hitting shelves over the coming weeks to start injecting some excitement into proceedings.

from the publisher

John Baulch - @Baulchtweet

Unsurprisingly, general economic indicators point towards a testing year for retail in general. According to the British Retail Consortium, sales in physical stores and online have now dropped for three months in a row, while prices in the UK are currently rising at their fastest rate for 40 years. Total retail sales decreased by 1% in the five weeks between the end of May and the start of July, compared with an increase of 10.4% in June last year.

The continuing weakness of the pound isn’t helping.

Six years down the line from its collapse on the night of the infamous Brexit vote, sterling remains in a parlous position, with little prospect of improvement on the horizon. It may not be the root cause of all the current economic and business turbulence afflicting the UK, but it certainly makes the problems harder to fix.

And yet…. Mattel shares have actually been rising, following an upgrade from Goldman Sachs, which was predicated on the belief that toy companies are better placed to withstand economic uncertainty than many other categories.

I am also hearing anecdotally that the toy channel is holding up better than many other retail sectors: new Pokémon, Lego and Squishmallow releases and some ‘leftfield’ ranges such as Stranger Things capsules, coupled with lines from summer blockbusters such as Jurassic World Dominion and Minions, are generating nice buzz and footfall at specialist toy stores and major retailers alike. And with the burst of glorious weather in the UK last month, sales of outdoor and beach toys will have helped toy retailers enormously.

So, let’s not be too downcast: we are all in the same boat and at least lucky enough to work in an industry that is partially protected from the ongoing economic turbulence. And finding ‘little wins’ is more important than ever’; so, if you were one of the companies who read last month’s Friday Blog post about Amazon being prepared to accept price increases from vendors without needing approval from a vendor manager, logged straight on to Amazon Vendor Central and put through price increases which were approved

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instantly, good on you. Happy to be the bearer of good news, and if we can help our readers to trade more profitably and effectively by doing our job as journalists, we all win.

As this month’s news section shows, retailers are looking at ways to make their operations more profitable and effective – and the ways in which they are approaching that goal are many and various. For Smyths, it’s about extending its footprint in Europe through the acquisition of French toy chain PicWic Toys, creating Europe’s largest specialist toy operation.

For B&M, it’s all about starting an online journey, with the trial launch of an online home delivery service featuring 1,000 products which includes toys. For BargainMax, it’s a brand-new state-of-the-art UK warehouse facility which will help the e-tailer support its continued growth.

For specialist retailers, the key is always to keep a finger on the pulse of the latest trends, keep product ranges fresh, be open to new opportunities and keep talking to friends and colleagues in the toy community so everyone can benefit from the wisdom of the crowd.

Toymaster exemplified this strategy when Paul Reader and Dave Middleton made the trip to the Learning Express show in Florida – you can read all about their stateside experience in an exclusive article which starts on page 40. I love the fact that with Toymaster in the UK and Learning Express in the US, we have two fantastic specialist independent organisations collaborating and exchanging ideas – in many respects the challenges faced by the specialist toy retailers are often the same across the globe, so cooperation can only be a good thing.

Never has it been more important to find a niche that other retailers may not be fully exploiting. Just as some retailers may have thought Stranger Things wasn’t quite right for them, other indies talk of selling over 1000 units over the course of a weekend. This will always be the advantage that specialist toy retailers have over the bigger corporate retail operations– be nimble, quick and responsive and you always have a good chance of keeping one step ahead of the competition.

And hopefully the wealth of new product featured in this month’s edition will give you plenty of inspiration to freshen up your product offering ahead of the festive season. Our next issue will arrive at the start of September, as things really start to heat up – and it will be our 11th birthday issue too. It’s going to be a fantastic edition and we can’t wait to bring it to you.

News Smyths Toys acquires PicWic Toys Smyths has fought off fierce competition to take over PicWic Toys’ French operation, creating the largest toy retailer in Europe in the process. The PicWic brand was initially created in 1977 by Stéphane Mulliez, first cousin of Gérard Mulliez, the founder of Auchan. The chain took over the running of the French Toys R Us stores in 2019.

The group, which was owned by Romain Mulliez and the American fund Cyrus Partners, was forced to undertake restructuring in 2020, resulting in the closure of 18 stores and the reduction of a third of its workforce.

Trading conditions as a result of the pandemic, together with competition from the web, supply challenges and, according to the unions, insufficient financing at the time of the merger in 2019, ultimately put PicWicToys in difficulty. At the end of 2020, PicWicToys recorded a loss of 88m euros on a turnover of 237m euros, a significantly larger loss than the retailer had posted in 2019, when it lost 32m euros. The business was placed in receivership at its own request on 23rd May this year.

On 5th July, the court in Lille announced Smyths has been appointed to take over the running of the business, while a spokesperson from Smyths contacted Toy World to confirm the retailer had been successful in its bid, and would be “taking over 41 stores, two warehouses and a head office.” Smyths Toys already successfully operates 138 stores in the UK & Ireland, together with 93 stores in Germany, Austria and Switzerland.

Around 15 offers were said to be on the table, with Smyths fighting off offers from Hermione subsidiary People & Brands; Foir’Fouille & Centrakor and a conglomerate of seven toy and leisure players including JouéClub, Kingtoy, Orchestra, Intersport, Lidl and B&M. Éric Feldmann, president of the Commercial Court of Lille Métropole, commented: “It was Smyths Toys that made the most interesting and reassuring offer. It ensures the economic sustainability of the project and the takeover of 632 employees, from the current total of 763. The group will provide 9m euros in compensation for creditors and contributes 300,000 euros to the job protection plan. Finally, to ensure the smooth running of the company, Smyths Toys will deposit 50m euros into the current account within 15 days.”

The Smyths spokesperson added: “We are convinced about the future of multi-channel specialist toy retail and are confident that we can successfully introduce and grow our brand in France. We welcome the team and loyal customers of PicWic into the Smyths Toys Group, which provides a great starting point for our expansion.”

Toy Trust Big Challenge raises much-need funds for Starlight and Spread a Smile Run in support of the Toy Trust‘s 2022 main charity partners, Starlight and Spread a Smile, the 2022 Big Challenge event – the first to take place since 2019 – has been hailed a big success by all who attended and took part.

This year’s Big Challenge, held in June, featured a popular Dragon Boat Tournament which saw companies and teams competing head-to-head in a series of races. The winner of the inaugural Big Challenge Dragon Boat trophy went to Lego’s ‘Destiny’s Bounty’.

The event also included a very successful tombola and a prize draw of specially donated prizes from the industry, including many limited edition and money-can’t-buy items and experiences which raised an additional £1,600 on the day.

The Toy Trust pledged to donate the money to two inspiring and impactful children’s charities, Starlight and Spread a Smile. Both use the power of play to help children with life-limiting illnesses and those with severe illness who are undergoing traumatic medical treatment in hospital. The Toy Trust’s support is expected to make a difference to hundreds of children in need.

During the event, a Toy Trust Outstanding Contribution Award was presented to Gary Grant for his many years of dedication to the Toy Trust and for his leadership within The Entertainer, ensuring the company’s support of the charity. Gary has raised hundreds of thousands of pounds for the Toy Trust over more than 20 years.

Graham Canning, Toy Trust committee chairman, said: “The Toy Trust Big Challenge continues to be a fantastic event that unites people from all corners of the toy industry to generate funds for the children’s charities that we support across the year. It is fantastic to see toymakers, media partners and retailers all pulling together for such a brilliant cause. Thank you to everyone who supported the event, by either participating, supporting or donating to the overall result – your contribution highlights what a committed and big-hearted industry we are. My congratulations and thanks also go to Gary for his Toy Trust Outstanding Contribution Award which is very well deserved.”

Readers wishing to donate can do so via the Toy Trust’s JustGiving campaign.

Details of the 2023 event will be released in due course.

distributor of leading brands

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

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News CMA investigates Amazon UK over listings practices Amazon is under investigation in the UK over concerns the company is giving an unfair advantage to certain sellers on its marketplace. The investigation by the Competition and Markets Authority (CMA), which follows a similar probe launched by the European Commission in May, will centre on how Amazon decides which products are given preferential listing spots.

According to the CMA, Amazon may be giving preference to its own retail business and disadvantaging third-party sellers. The regulator also said that Amazon offers services to these independent businesses – including storage, packaging, and delivery – and may be giving an unfair advantage to the sellers that purchase these services.

If the CMA decides Amazon is guilty, it has the power to impose a financial penalty or direct the company to change its practices.

Sarah Cardell, general counsel at the CMA, commented: “This is an important area, so it’s right that we carefully investigate whether Amazon is using third-party data to give an unfair boost to its own retail business and whether it favours sellers who use its logistics and delivery services – both of which could weaken competition.”

The CMA’s investigation will focus initially on how Amazon collects third-party seller data, and whether it then uses this information to give itself an unfair advantage in relation to business decisions made by its retail arm. The probe will also look into the way in which Amazon decides which suppliers are given preferred first choice in the Buy Box, a section displayed prominently on Amazon’s product pages. The regulator has promised to investigate how Amazon decides which products are eligible to be sold under the Prime label, giving them free and faster delivery.

An Amazon spokesperson said: “We will work closely with the CMA during its investigation, although we believe we’ve always worked hard to help small businesses selling on Amazon to succeed, which is in both their and our best interests. We remain proud of the continued support we provide to businesses of all sizes across the UK.” The CMA already has an open investigation into Amazon and Google over concerns that fake five star reviews on their websites could be misleading shoppers.

DKB brings Crazy Aaron’s Thinking Putty back to UK market One of the hottest brands around a few years ago when the putty craze first hit the UK market, Crazy Aaron’s is back for 2022 under the DKB banner, with the company excited about bringing such an in-demand property back into UK stores.

“The brand was on fire a few years ago but as there was such huge demand from consumers, the market was quickly flooded with copies and inferior quality products,” said Chris Lohmeyer, managing director at DKB. “The great thing about the Crazy Aaron’s range is that it is a completely trusted brand – every product is stringently tested, and every tin has the correct safety markings to prove it, making it 100% compliant for the UK market.”

He continued: “The specialist independent trade always loved the brand, selling huge quantities and making great margins – so as soon as we found out it was looking for a new partner to re-establish the brand in the UK market, we jumped at the chance. We know that the range sells and that our retail customers and consumers can have complete confidence that it is a safe, trusted brand. We’ll be supporting the brand heavily at retail, bringing display stands over and also designing and manufacturing our own stands to increase capacity. We are confident it’s going to work – it’s a fun product which we will be marketing not just to kids, but to adults too. It’s the ultimate fidget toy and a great stress-reliever.”

The range launches with 16 different tins plus a CDU of mini Thinking Putty tins at a range of accessible price points. This will be supported by a consumer-focused marketing and influencer campaign plus dedicated instore POS, retailer window and permanent display fixtures across the key summer holiday period.

“This time around we will be changing and innovating faster to bring new lines to the UK Market quicker” said Chris. “2022 forms the beginning of a long and prosperous relationship with the Crazy Aaron’s team and we look forward to working side by side with them to bring the putty craze back to the UK.”

Disguise continues European expansion Disguise continues to build its presence across Europe EMEA following the launch of Disney rights in the UK and Europe.

The Disguise range covers a portfolio of licences and properties, from Super Mario Brothers, Minecraft, Lego, My Little Pony and Power Rangers costumes to the all-new Disney and Disney Pixar portfolio.

After being a North America costume partner for more than 30 years, Disguise launched in EMEA on 1st April this year. The last 18 months has seen several announcements regarding the growth of the EMEA team to support the business. As well as a strong team now in place, several partnerships have been agreed to ensure the success of Disguise across Europe.

In 2019, Disguise announced a strategic distribution partnership with MorphCostumes which represented a significant milestone in Disguise’s efforts to expand its global footprint. The addition of Disney for 2022 has further strengthened this partnership.

Gregor Lawson, co-founder of MorphCostumes, commented: “We complement each other well; whereby Disguise brings its world class portfolio of licensed costumes and design skills, we bring Amazon expertise and European market knowledge. The relationship and business performance continues to go from strength to strength.’’

Further partnerships have also been agreed with Smiffys, which has rights to sell Disguise costumes and accessories to its extensive independent UK customer base as well as selected online retail channels outside Amazon.

Smiffys director Dominique Peckett said: “This is excellent news for Smiffys and its customers who are now able to access Disguise’s extensive range of licensed costumes in addition to our own comprehensive product line. Stock will be held in our warehouse and delivered to our customers along with their normal Smiffys orders. This move further enhances Smiffys’ position as the leading distributor of dress up products to the UK market.”

In France and Benelux, Goodmark and Disguise have partnered to service independents, while Disguise has partnered with Amscan Europe for distribution to independent retailers in Germany as well as retailers in its group of Livario and Party Delights.

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News B&M launches online home delivery service B&M is trialling a home delivery service for the first time since the business opened its first UK store in 1978.

The online range features 1,000 products, including garden and indoor furniture, electrical equipment and toys and games. B&M is also reportedly considering the potential to offer online-only product extensions and will assess that opportunity over time.

Retail Gazette reported B&M digital director Jens Sorensen as saying: “We are incredibly excited to launch our online deliver-to-home service and make life easier for customers that love the range of discounted products from B&M but haven’t been able to purchase from store. We’re continually developing and improving the offering available to customers and creating this more accessible shopping experience is a fantastic step forward for the business.” He added: “It’s been an incredibly exciting launch to work on and we’re so happy that customers are now able to start using the transactional website and have access to products they wouldn’t have been able to in the past.”

Outgoing B&M CEO Simon Arora outlined the online plans in the company’s annual report, published in June. “The B&M website has not historically been transactional, instead acting as a footfall driver into stores and a channel through which to engage with an online community of customers,” he said. “All that remains true. However, an online home delivery service will shortly be launched on a limited range of items. This trial will ultimately extend across circa 1,000 SKUs representing in part bulkier or higher ticket general merchandise items, which customers cannot always easily transport home from stores themselves, or products that do not require disproportionate mail order packaging. Given the disruptive B&M price position, the business believes this could prove an attractive proposition for customers.”

The CEO added that the business was “open minded as to the long-term potential of the trial, and a ‘test and learn’ approach will be adopted over the coming months as customer response is closely monitored”.

BTHA presents Golden Teddy Award to Tim Hall The British Toy & Hobby Association (BTHA) is delighted to have presented a Golden Teddy Award to Tim Hall.

Tim has served in the toy industry for more than 35 years, with his most recent role as managing director of Ravensburger – a position he has held since 2020. He recently announced he was stepping down as MD, saying: “I have been very fortunate to have worked alongside such a talented and hard-working team in Bicester; I am extremely grateful for all their efforts and support. I am also grateful for all the support I have received from our customers, licensors, international colleagues and other partners. I look forward to seeing the company go from strength to strength.”

The Golden Teddy was presented at a special dinner attended by colleagues past and present. The BTHA said that Tim was described by his proposer and seconder as someone who does not seek the limelight but is always encouraging, positive and available for his team. “He is totally trustworthy and a really champion of people,” read the proposal, which also described him as a gentleman, a genuine human being and with a great sense of humour.

Commenting on the award, BTHA chairman Graham Canning said: “Tim is the perfect representation of what a Golden Teddy Award winner should be; someone who is loyal, respected and has served with dedication over a sustained period in the toy industry. I cannot think of anyone more deserving for this award than Tim and my huge congratulations go to him for this recognition.”

Golden Teddies are awarded to nominated candidates who have served the industry for more than 15 years, and are designed to recognise ordinary people with extraordinary talents, people who go over and above expectations and who are the industry’s ‘genuinely nice people’.

BargainMax secures new warehouse facility at PLP Ellesmere Port BargainMax.co.uk, a specialist online toy retailer known for its attractive prices, has announced that it has secured 90,500 sq feet of warehouse facilities at PLP Ellesmere Port, between J7 & J8 of the M53 at Pioneer Point Business Park.

With sustainability an increasingly important part of company’s ESG commitments, the facility, which was finished last year, has been constructed to BREEAM Excellent standard.

According to BREEAM, the framework allows ‘property investors, owners, managers and occupiers to determine and drive sustainable improvements in the operational performance of their assets, leading to benchmarking, assurance and validation of operational asset data.’

To this end, the BargainMax.co.uk will be able to power its PLP Ellesmere Port operation using renewable energy harvested from a roof-mounted solar array.

Speaking to Place North West’s Julia Hatmaker, Alex Woolfstein, eCommerce director & senior buyer at BargainMax.co.uk, said: “PLP Ellesmere Port will provide us with the logistical infrastructure to support our continued growth as well as driving improved efficiency in this sustainable new-build warehouse. Ellesmere Port is a hub for fulfilment centres, and we look forward to joining the long list of well-established businesses in the area. Our aim is to drive engagement in the local community through job creation and investment in the facility through local partners.”

Alex also took to LinkedIn to share the news, which he called ‘exciting’ and ‘unreal’, and to thank a number of people for getting the project across the line, namely Matthew Fitton, development director at PLP, Jonathan Thorne at B8, Eoin Murphy and the whole team.

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News Curious Universe celebrates inclusion in The Sunday Times 100

Smart Toys and Games acquires The Happy Puzzle Company Belgian puzzles and games company Smart Toys and Games has announced the acquisition of The Happy Puzzle Company.

The Hertfordshire based company, known for its B2C operations in the UK, has a customer base of over 400,000 puzzlers and a presence in over 14,000 UK schools. In recent years it has also experienced growth in the B2B market, with international distribution now in over 20 countries.

The acquisition by Smart, known for its award-winning brands including SmartGames, Happy Cube and SmartMax, will bring The Happy Puzzle Company’s products into Smart’s growing portfolio and will increase distribution through Smart’s extensive worldwide network.

Smart’s global CEO, Rolf Vandoren, said: “Many of the great puzzles and games

by The Happy Puzzle Company will be going through our talented product development and marketing teams and making their way to many more families of puzzle fans under Smart Games’ wide international presence. We are really looking forward to working with Gavin and his team.”

Gavin Ucko will remain as CEO of The Happy Puzzle Company in the UK together with the entire Happy Puzzle team, operating from the company’s existing Elstree base.

Gavin added: “Smart and Happy Puzzle have already been working together for more than 20 years and the synergies between the two companies are clear. It’s incredibly exciting and the whole of the Happy Puzzle family is both proud and excited to be joining the Smart group of companies and teams.”

The companies both celebrate their 30th anniversary this year and continue to have their founder at the helm. The Happy Puzzle Company launched on 23rd of November 1992, whilst Rolf brought Smart to the market just 14 days later, on 7th of December 1992.

The prestigious annual ranking of Britain’s fastest-growing private companies produced by The Sunday Times has listed Curious Universe as a business which has earned recognition for its significant achievements and growth over the last few years.

The Bath-based company is renowned for creating high quality and innovative products for curious minds around the world, creating more than 500 products each year across ranges spanning multiple industry sectors including arts & crafts, books, stationery, toys and jigsaws. With an established sustainability programme in place, the foundations of the company’s growth are underpinned by its E.P.I.C company ethos: Explore.Play.Imagine.Create.

Husband and wife team John Styring and Briony Britten launched the consumer products business in 2017 in collaboration with Australian-based publisher Hinkler.

John, the chief executive, and Briony, the creative director, had previously built Igloo Books, which they sold to a rival publisher in 2014. Currently employing more than 70 people, the company has experienced a period of exponential growth and is recruiting across all areas of its business.

Curious Universe has gained a number of trade and consumer accolades over the last few years, with 2022 already seeing the company listed as a finalist in the locally celebrated Creative Bath Awards.

“We are over the moon to be included in this internationally recognised list as it represents the hard work and dedication of our very talented team across all areas of our business,” commented CEO John Styring. “Our creative and passionate team strives to develop innovative and exciting products as we take the business forward into new markets for 2022 and beyond.”

Playtime PR undergoes management restructure Specialist toys and games PR agency Playtime PR has undergone a restructure after an eighth year of continued growth.

Following the permanent appointment last year of Ceriann Smith as director of Strategy & Creative to work alongside founder Lesley Singleton, the agency has appointed Mary Bobroff, Louise Hathaway and Chrissie Williams as joint heads of consumer campaigns.

Reporting into and supporting Ceriann and Lesley, all three have freelanced with the agency for a number of years and while Louise will continue as an independent consultant, both Mary and Chrissie have accepted permanent employed positions with the independently owned agency, which is now in its ninth year of trading.

Playtime has also welcomed independent consultant Amy Hayward-Paine in the new role of head of social media, overseeing the agency’s growing work in this space.

Playtime was ranked #41 on the PR Week 150 Agencies Outside London league table this year.

“Mary, Lou and Chrissie are absolute dynamite – talented, senior-level PRs with decades of experience under their belts,” said Lesley. “Continuing our ethos of keeping brilliant PR women in the industry whilst offering a 100% flexible work-anytime-anywhere model, I’m thrilled that they’ve accepted the new roles with our evolving and genuinely hybridsince-birth agency.”

As well as directing consumer account teams and client campaigns for a mix of retained and project-based toys and games clients, the trio will lead work on a variety of innovation pillars for the agency as it continues to evolve.

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News Obituary: Bob Simpson

Obituary: Alison Quill

It is with great sadness that we report the passing of Bob Simpson, who was the chief executive at Palitoy during a golden era for the company.

Although he was very much a ‘behind the scenes’ director, Tim did a great job working with the American owners and helped to bring numerous top brands to the company, including Action Man, Tiny Tears and Star Wars.

Born in Scotland in 1930, Bob Simpson was posted to Leicester during his National Service, where he met his future wife. He subsequently joined Cascelloid in its sales department, then became marketing manager of the company’s Palitoy toy brand.

In the early 1960s, Cascelloid’s owners BXL decided to sell off the toy division, which began with a move of staff including Bob to the Coalville site, which had been manufacturing toys since 1937.

This was when the Palitoy brand entered the modern world of TV advertising with the introduction of Tressy, Tiny Tears and Action Man. Bob was instrumental in gaining licences for these products between 1964 and 1966, as well as the licence for G.I. Joe from Hasbro in the US. Two years later, Bob played a big part in the sale of the Palitoy brand to General Mills Inc and became chief executive of Palitoy Limited, overseeing a golden era for the company: Tiny Tears was voted best girls’ toy for three consecutive years, while Action Man also won many awards, including the Toy of the Decade in 1980. From a modest £300,000 turnover pre-Tressy, Bob would steer the company to £30m by the start of the 1980s.

When Bob left the company, he set up a new toy importing company, Emblem Toys, in collaboration with David Yeh of Universal Toys of Hong Kong. Shortly afterwards, David acquired the ailing Matchbox company and persuaded Bob to reverse its fortunes. Having succeeded in doing that, Bob chose to retire from the toy industry.

Our condolences to Bob’s family, and friends and colleagues from the toy community.

Toy World is sad to report the passing of Alison Quill, the founder and managing director of Brightminds, after a long illness.

Brightminds told Toy World that only the day before her passing on 1st April, Alison had contributed with her usual vigour and good humour at a board meeting, and that her drive, enthusiasm and knowledge shone through to the very end.

The specialist retailer’s official statement read: “Her colleagues will miss those attributes terribly but, above all, they – like us – will miss Alison the person. She was a regular fixture at various toy fairs at home and abroad, well known and respected throughout the industry. This world of ours now has one less genuinely good person.”

Alison was a science teacher who left the profession to form Brightminds in 1998.

In her own words: “The National Curriculum became like teaching by recipe and I want to set off that spark in children’s minds.” She was clear from the outset that the key was sourcing educational toys that inspire children to be curious about the world around them. Consequently, every product in the Brightminds range was tested and hand-picked to these guidelines.

Alison’s wish, according to her friends and colleagues, was that the company she had given so much to create and build continued to prosper and realise the aspirations of all of its employees, shareholders and loyal customers and suppliers.

The running of Brightminds is now being assumed by the remaining directors, led by David Crellin as interim CEO. He said: “We have no greater desire than to carry on fulfilling Alison’s wishes in bringing a little joy and inspiration to the young people of this world. Whilst Alison can never be replaced, we do have the privilege of being given the opportunity to carry on her ethos and legacy. It is a mantle we intend to pursue to the best of our abilities”.

Toy World would like to join Alison’s friends and colleagues at Brightminds in sending condolences to her husband, John, and wider family.

and more recent political work as a crossbench peer in the House of Lords.

Rebecca Deeming The BTHA’s Rebecca Deeming brings Toy World readers up to date on the current news from the association.

It’s been a busy time at the BTHA organising several events. Last month we were delighted to get together with industry colleagues for both the Toy Trust Big Challenge fundraising event as well as the BTHA’s AGM and Industry Day. This year’s Big Challenge saw 200 toy industry professionals, walk, run, cycle, and compete in a team Dragon Boat Tournament in support of the Toy Trust’s 2022 main charity partners: Starlight and Spread a Smile. The event is expected to raise approximately £50,000, so a huge thank you to all those who participated. We have already started planning for next year’s event where we would like even more companies taking part, so please do get in touch if you would like to know more about how you can get involved.

At this year’s Industry Day, attendees heard from keynote speakers Don Williams from KPMG, who presented on the current retail climate and key trends for 2022 and beyond. Baroness Tanni Grey-Thompson gave a motivating speech as she provided an insight into her highly decorated sporting career,

Representatives of the BTHA team attended the Chartered Trading Standards Institute conference, delivering two toy safety seminars and connecting with trading standards officers located around the UK. This is an important aspect of the BTHA’s work to train trading standards officers in toy safety legislation to support enforcement.

This month, members are invited to attend a free webinar hosted by the BTHA and its Associate Member, Comply Direct. Investing in sustainability is becoming critical for businesses so the webinar ‘Roadmap to reduce environmental impact and be a socially responsible business: Net Zero and Environmental, Social & Governance’ will provide practical guidance and information. The webinar takes place on the 3rd August; please contact kerri@ btha.co.uk to sign up.

The BTHA has been representing its members to government on a number of policy areas including Extended Producer Responsibility for Packaging and the reform of the PRN system, Online Sales Tax and Button Battery Safety. The BTHA has also continued to advocate with other industry groups for further government action on the sale of unsafe and non-compliant products sold via online marketplaces. A letter was recently sent to the business minister on this issue, which received support from a total of 70 cross-party Parliamentarians.

Further work to sustain the profile of this work will continue in the coming months.

If you would like to learn more about BTHA membership, please contact Tracey@btha.co.uk.

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News newsanalysis

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steel wire coil, fully enclosed in a heavy-duty, hardwearing cover strip, means our tunnels are flexible and self-supportive, and their size allows the tunnels to be adapted for use with other toys already in any kid’s collection.

of fun

Toy World spoke to John Grice, managing director of Naylor Activity Tunnels, aabout the company’s growing range of durable products, which will help encourage physical play for many years.

Tell us a bit about Naylor – what’s the company ethos, and what do you produce?

We are a long-established UK manufacturer. Our product range, and the way in which we use technology, has evolved over the years in response to customer demand. This has seen us design and develop a range of children’s activity tunnels that caters to the growing market demand for both indoor and outdoor play solutions that encourage exercise while playing.

We are committed to making high quality activity tunnels that children enjoy playing with. All our tunnels are independently tested and meet the European Child Safety Standard EN71.

What stands your tunnels apart from other play tunnels on the marketplace?

Our children’s tunnels are made from strong and durable PVC material which makes them super strong, long lasting, easy to clean and easy to store away. A spring

What plans have you got for product development and new 2022 launches?

Since we began producing our tunnels in 2017, we’ve expanded both our colour options and the length/size of tunnels so older children can enjoy playing in them just as much as younger ones. We offer our tunnels in a choice of six bright, eyecatching colours. In our single colour range, we offer two lengths and diameters which means we cater for children of all ages. We also offer a multi colour tunnel, in the small tunnel option.

We’re constantly reviewing our product range and listening to our customer feedback to improve our offering and meet the requirements of our consumers.

Why should retailers stock your tunnels – what do they offer from a retail perspective?

We manufacture all our tunnels in our Yorkshire-based factory and are well-placed to increase production to meet retailer and customer demand, whilst guaranteeing the quality of production and the finished tunnels.

How do you support your retail partners, and how should retailers interested in stocking them get in touch?

We enjoy close relations with our retail partners, working with them to address any questions and queries they or their customers have. We also possess the infrastructure to respond quickly to bulk orders. Anyone interested in stocking our activity tunnels is invited to visit www.nayloractivitytunnels.co.uk, email nayloractivity@naylor.co.uk or call 01226 444 378 for more information.

New pocket money

collectibles 3D models to make

info@artstraws.com Toy World 18

tel. 01792 796151

Industry Moves Beverley Cochrane

8th Wonder bolsters team with two new appointments

Plush and wooden toy specialist 8th Wonder has bolstered its team with the appointment of two new members. The company has welcomed Claire Olewnik as senior commercial & business development manager while Beverley Cochrane has joined as a national account manager.

Claire brings with her a wealth of knowledge and experience having worked within the toy industry for 15 years. Claire’s previous senior roles at Mothercare and Mookie Toys have equipped her with many skills in sales Claire Olewnik and brand development. She said: “With 8th Wonder’s extensive licence portfolio, it is extremely exciting to be a part of this company and oversee 8th Wonder’s business expansion.”

Beverley also brings 15 years’ experience working with licensed and wooden toys from her previous roles at Rainbow Design and Orange Tree Toys as sales manager, and said she is “thrilled to join 8th Wonder and work towards further developing the already fast-growing business”.

Commenting on the appointments, managing director Louise Tyrer said: “We are delighted to welcome Claire and Bev to the team. Their wealth of experience, combined with our fantastic team, will be a great asset to the business at this time when we are experiencing such significant growth.”

Bandai UK welcomes new commercial manager Bandai UK has appointed Leanne Royce as commercial manager of its Collector and Hobby Channel. The new position has been created to support the exponential growth of the division, a category that currently continues to flourish within the toy industry.

Nic Aldridge, MD, Bandai UK, commented: “We are thrilled to welcome Leanne to the UK business, and to do so at such an exciting time in Bandai’s development as we look to unlock previously unrealised product categories from our parent company in Japan which represent a host of new opportunities for the UK market. This is while continuing to develop our already incredibly successful Collector and Hobby business. We’ll have some extremely exciting announcements to make as we progress through the year which Leanne and her team will be responsible for spearheading as we bring them to market.”

With 20 years’ experience in the industry, following roles at Tomy, Flair and most recently Wow! Stuff, Leanne will be responsible for channel and marketing strategies, range planning and distribution development. Bandai UK is uniquely positioned to grow the collector category thanks to its strength and depth of product deriving from homegrown IP development, alongside its distribution lines of brands such as McFarlane Action Figures. Leanne will start her new role at Bandai on 1st August.

Leanne added: “My time in the toy industry began over 20 years ago at Tomy, whilst completing my Law degree. It’s true what they say, that once you’re in you never leave. My time at Tomy, Flair and Wow! Stuff has given me amazing experience that has shaped my career today, and Bandai is the perfect next step. It is such an exciting time to be joining the company; especially in the collector category which is going from strength to strength. I am looking forward to fully immersing myself in the collector world and bringing all my experience and passion to continue driving it to the next level.”

Caroline Taylor strengthens John Adams’ sales team as national account manager According to the company, the appointment of Caroline as national account manager will help strengthen the sales team across all John Adams’ key brands, as well as new launches.

Caroline joins John Adams Leisure from Epoch, where she worked as a field sales manager and within other sales roles for seven years.

John Adams’ group sales director, Bruno Gallone, commented: “We’re thrilled to welcome Caroline to the team. Caroline has over 15 years’ worth of experience in the toy industry and heaps of enthusiasm, which will be instrumental in driving and achieving continued growth.”

Gabe Hicks joins Steamforged Games as senior game designer As senior game designer at Steamforged Games, Gabe will be working on developing new systems and products in the company’s range of own IP and roster of video game licensed games.

Gabe is an innovative designer and respected personality in the tabletop games industry and his work includes the best-selling Class Modifier Module, the Essence system design for Renegade Games, and contributions to Flames of Freedom from Andrew McMeel Publishing, Pathfinder from Paizo Publishing and Kobold Press’ Tome of Heroes. Alongside his design work, he is recognised for his successful streaming career, working with Critical Role among many others.

Mat Hart, chief creative officer at Steamforged Games, said: “At SFG, we want to work with the best talent in the industry, and Gabe is exactly that. He’s a brilliant designer and a great person, and together we are going to create some truly amazing gaming experiences.”

Gabe will be working on developing new systems, and building products in the company’s range of own IP and roster of AAA tier video game licensed games.

Gabe commented: “I’m so pumped to join the Steamforged team, especially with the launch of Epic Encounters: Local Legends. These worlds are just getting started and I’m happy to be a part of it.”

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Industry Moves Nigel Kay joins Creative Kids as head of Sales, UK Creative Kids UK continues its expansion with the appointment of Nigel Kay, who will oversee sales across all channels.

Nigel Kay is a well-known figure within UK retail, having worked in the toy industry for over 10 years. He joins the company following his most recent role as sales director UK & Ireland at Bandai, having previously also held senior sales roles at Hasbro.

Nigel's appointment follows that of Grant Gie as Creative Kids' UK managing director back in May. Creative Kids continues to invest in its UK business to support its significant growth plans and establish itself firmly within the Arts & Crafts category. In addition, the company is expanding into science kits under its Science to the Max brand, as well as Sense & Grow within the Infant and Pre-School category.

Nigel commented: "It’s a really exciting time to be joining Grant and the Creative Kids team in growing the business in the UK & Ireland. The product portfolio is very strong, with tremendous innovation in the pipeline too. I’m really looking forward to sharing our plans with our retail partners and driving success for our joint businesses."

Grant Gie adds: "In support of our strategic plans to grow our UK business, and to better service our retail partners with innovation from Creative Kids, I am delighted that Nigel is joining us to head up our sales team. Nigel brings with him a wealth of experience and existing relationships that will no doubt help us achieve our potential within the UK market. We look forward to meeting with UK retail partners in the coming months to showcase our 2023 ranges."

Peterkin UK appoints Andrew Fernandes as senior sales manager

Wow! Stuff welcomes Emma Prendaglia as SNAM

Andrew Fernandes is a familiar face within the industry, having over 10 years’ experience with major toy companies. Before joining Peterkin, he spent seven years working at Playmobil, most recently as national account specialist. Andy has also worked for Hornby and Recreation as a national account manager.

Peterkin is owned by Toy Brokers Holdings, parent company of John Adams Leisure. Bruno Gallone, group sales director of John Adams, said: “Andy’s impressive toy industry experience is undeniable, and this wealth of experience and passion will help to support and drive Peterkin’s plans for future growth. We’re delighted to be welcoming Andrew to the team, with an exciting year ahead for Peterkin.”

For more information on the key Peterkin brands and new ranges, contact the sales team on sales@peterkin.co.uk

Wow! Stuff has appointed Emma Prendaglia to the role of senior national accounts manager, making her responsible for some of the company’s leading UK retail customer accounts.

Emma commented: “I’ve recently said goodbye to the team at Jakks after an amazing four years of learning all about the toy industry, I’m very much looking forward to taking this experience and joining the amazing innovative team at Wow! Stuff.”

Wow! Stuff commercial director Dawn Lavalette added: “Emma Prendaglia is exactly what we are looking for from a Wow! Stuff’er; diligent with a great eye for detail, follow up, hard-working and fun. We would also like to give a big thanks for the hard work and commitment of Leanne Royce in her role looking after Smyths, Tesco and other leading UK retailers over the last three years and wish her the best of luck with her next move.”

University Games and Lagoon promote Victoria Reece to marketing executive University Games has promoted Victoria Reece from marketing assistant to marketing executive, after just a year with the business.

Victoria will play a fundamental role in delivering the Q4 marketing campaigns that includes a heavyweight multimedia campaign for Subbuteo including TV advertising, radio partnerships, YouTube and social media plans. There will also be multi-media campaigns for best-selling family game Smart Ass, as well as online campaigns 5 Star Review, Question of Sport Board Game, Judge Your Friends and Quicksand.

Marketing director Gemma Lewington said she was delighted to see this promotion, adding: “Victoria is an absolute pleasure to work with and is a huge asset to the marketing team and the business as a whole. She has shown great diversity in her work and takes on every task she is given with dedication and focus. Over the last year, Victoria has been instrumental in the development of two new trade websites for our businesses, working with creativity and initiative to ensure these major projects were delivered on time. It has been a joy to watch her grow and develop in the role, to become the accomplished marketeer she now is and achieve this promotion that she very much deserves.” innovation from Creative Kids, I am delighted that Nigel is joining us to head up our sales team. Nigel brings with him a wealth of experience and existing relationships that will no doubt help us achieve our potential within the UK market.

We look forward to meeting with UK retail partners in the coming months to showcase our 2023 ranges."

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Marketing World Magic Box Toys reveals launch plan for new SuperThings Rescue Force series To support the latest SuperThings rollout, Magic Box Toys has unveiled details of its comprehensive marketing plan designed to drive awareness with fans – both new and existing – and increase sales of the popular collectible brand.

The SuperThings Rescue Force comes complete with an array of pocket money collectibles for fans to discover. There are six super-powered, articulated Kazoom Kid figures and more Kazoom Rescue Jets, as well as detailed play sets packed with Kaboom City features.

Since SuperThings first launched in 2018, the Magic Box Toys team has supported each season with heavyweight marketing and autumn 2022 will be no different. A mix of TV and digital activity will ensure the brand is reaching core audience across the new variety of viewing platforms now available, with on-air TV dates planned for August, October and November.

The digital arena will be filled with SuperThings content, with TVCs across each month from launch, plus at least bi-weekly drops of the eight SuperThings animated webisodes, shown and advertised from the Magic Box YouTube Channel. Added to this will be two waves of user-generated content from UK YouTubers, introducing reviews and toy-play into the mix.

High-volume sampling will continue into this season’s plan, and a partnership with Kennedy Publishing will see around 100,000 single-figure packs distributed across the publisher’s boys’ titles, with activity page content. The plan also includes Meta advertising across the brand’s own UK channels, as well as online family stunt activity, reviews and competitions with parental influencers to deliver extensive reach.

Suzie Howes, Magic Box Toys UK’s head of marketing, commented: “SuperThings is a household name in the collectibles arena, but it is important that we reach our core audience wherever they happen to be watching. Rescue Force is a stunning collection that we know will excite existing fans, but it is also our aim to draft in new collectors with every new series. We believe this plan has extensive reach with boys aged four to nine and their parents and will do just that.”

Full steam ahead for Toynamics’ Hape railway campaign Designed to drive reach and awareness of the Hape railway range among parents, and sales impact at retail, Toynamics worked with a mix of TV celebrity parent and influencer talent with target age children, including Christine McGuinness, Cara Delahodye, Mario Falcone and Day with Dad. David Allan, managing director at Toynamics UK & Ireland, said: “Over the last 12 months, we’ve worked hard to drive awareness of Hape railway with consumers and our retail partners. We wanted to build on this success, with family-focused influencer activity, to amplify that brand awareness and help drive sales.”

For the campaign, talent was provided with a variety of Hape railway toys and accessories and invited to build their own railway system, to demonstrate the build potential, the playfulness and the range of Hape wooden railway toys and gadgets.

David added: “We’re thrilled with the content created. It shows the quality of our railway toys, the compatibility of product within the range, and that Hape is all about play. The content achieved great engagement and reach across Instagram and has hopefully helped influence more families to invest in Hape railway.”

Toynamics can offer retailers a consumer promotion on its railway toys – a railway gift with purchase, and assets for colouring competitions. For added in-store theatre, railway play tables are available to retailers as well as additional bespoke marketing activities to suit individual retailers.

Creative Kids embarks on first-ever ‘retail roadshow’ Creative Kids UK will be embarking on its first retail roadshow in the coming weeks. Visiting key UK retail buyers across the country in person or via video conference, the company will showcase its new product development and existing ‘best of’ ranges across multiple toy subcategories.

Highlights will include best-sellers from Creative Kids’ existing range of arts & crafts products alongside the unveiling of a new look for its girl-focused activity kits, re-branded as Glitter Academy. In addition to these established UK products, Creative Kids will also be introducing all-new brands Science to the Max, Zzand, Snow Pets, Goozooka and Sense and Grow. The brands cover multiple toy sub-categories including science kits, sand compounds, impulse novelty collectibles, slime and sensory toys respectively.

A great addition for all specialty stores, the Sense and Grow range is designed to help kids reach important milestones as they progress through the early developmental stages. The Sensory tissue box, just one of the new products within this range, is a weighted soft plush tissue box filled with 15 different textured tissues and provides a great way to play using newly discovered senses and motor skills.

While the retail roadshow is underway, Creative Kids is also looking forward to gathering feedback from UK buyers on the company’s new themes, refreshed packaging and new items from its core brands in 2023.

As well as the company’s own properties, the team will be updating retailers on the up-coming Play-Doh Air Clay launch (this autumn/winter) as well as presenting new 2023 items in the collection. Under the multi-year global Play-Doh licensed agreement, Creative Kids is taking this leading arts & crafts property into new sub segments with Air Clay, Sculpt N’ Mould and Play-Doh Moments with all-new 2023 innovation that will expand the range even further.

Finally, the company also plans to share a forward look at its upcoming licensed slate. These new launches will offer retailers an opportunity to work in partnership with Creative Kids to introduce new ways to play with some of the world’s leading properties to their stores in 2023 and beyond.

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Marketing World Mattel partners with Smyths on summer Barbie and Hot Wheels tours Mattel has kicked off the holiday season with an immersive Barbie Dream Camper and dynamic Hot Wheels Hauler experience at its new Slough HQ. The Mattel UK team was out in force to celebrate the two iconic brands and get a taste of the experiences that will be touring round the country in the coming weeks, exciting kids and parents alike.

The Barbie Dream Camper and Hot Wheels Hauler are immersive brand experiences, each packed with exhilarating activities to keep children entertained. The Barbie Dream Camper has Barbie content screenings, festival vibe face painting, toy play areas and prize giveaways, while the Hot Wheels Hauler will include a gaming station, exclusive toy demos, photo opps and play activities, plus giveaways.

Michael Hick, VP & country manager Mattel UK, said: “The Barbie Dream Camper and Hot Wheels Hauler tours bring both of our much-loved products to life for maximum family fun this summer. We were delighted to be the first to try out these dynamic experiences at our new Mattel UK HQ, before families all over the country get to immerse themselves in these experiences.”

Both tours started on Friday 22nd July, with the Barbie Dream Camper setting off from Milton Keynes and the Hot Wheels Hauler setting off from Bury. The tours will visit Smyths toy stores throughout the summer holidays to bring play directly to kids, before travelling up and down the UK. Both experiences will be visiting three different stores per week (Fri/Sat/Sun) throughout August.

Opinion

Ensure campaign success this Q4 This month, Jonathan offers marketers advice on ensuring the necessary building blocks are in place to ensure success in the run-up to Christmas and beyond.

O

ngoing production and shipping challenges, the cost-of-living crisis, the collapse of TV audiences – Q4 2022 is already shaping up one of the most demanding on record (even taking into account the challenges of the past couple of years).

To that end, advertising budgets will need to work harder than ever to deliver retail success. Here, we share our top recommendations for navigating the remainder of the marketing year, as well as establishing firm foundations for further gain in 2023.

Establish what constitutes success With the myriad of options available to modern marketers, there is always the temptation to try new media channels or platforms without considering whether they are best placed to meet your overall objectives. Work with your agency to determine clear KPIs and align the channel selection to these.

Whilst the digital evolution in media should theoretically give us greater accountability, in reality this isn’t the case. Retailers currently provide limited information on conversion data, which will always pose a problem. And let’s not forget that our core audience - children - do not technically exist online.

Whilst we have a much clearer identification path for parents and gift givers, this is only set to become harder as Google abolishes third-party cookies. We need to use Q4 to design futureproof KPIs that focus on engagement as a means of identifying audience and intent.

1st party data Whilst the removal of third-party cookies from Google has the potential to make targeting parents and gift givers trickier, they will not be phased out until late 2023 (based on the latest market intelligence). There are a host of options available to combat this, not least contextual targeting (which the toy market is arguably the most well equipped for, based on this being our primary means of reaching children). However, the collation of first party data is as vital as it has ever been. Building a clear picture of who your current consumers are, and how best to reach them, will be critical not only for above the line marketing activity, but crucially for direct-toconsumer commerce which is becoming increasingly important for many brands.

Invest in creative In the age of privacy and restriction, ad avoidance is higher than ever, so creative cut through has never been more important. The explosion in the number of channels and formats available to advertisers means traditional techniques such as reconstituting TV creatives are becoming less effective. Wherever possible, look to build creatives which are bespoke to your chosen platforms, and look to build multiple versions for A/B effectiveness testing. If this doesn’t appear feasible within your budget, then enter negotiations with your chosen media suppliers – increasingly, suppliers are offering creative solutions as part of the overall budget proposal.

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Jonathan Chambers Director of AV Investment, Generation Media.

Tel: 0207 307 7906 Jonathan.Chambers@generationmedia.co.uk Cross-promote product ranges Whilst hyper targeting is now possible both online and offline, many of the most cost-effective media channels still provide a great opportunity to reach dual audiences. For these channels, consider how best to make use of the space being bought in terms of messaging. Are there key educational messages that would be relevant to parents? Is there a range extension you can showcase to an older or younger sibling? The media landscape is more competitive than ever, so make sure you are maximizing your time with your audiences.

Invest in research Arguably the most important point of all, make sure you have a strong understanding of your target audience and how best to reach and engage with them. Whilst many online platforms provide copious amounts of data on adult audiences, the same is not possible for children’s audiences due to data regulations. As also outlined previously, the removal of third-party cookies will also reduce the volume of data points available when targeting parents and gift givers, so investing in unique research will act as further future proofing.

The choices that you make now regarding your Q4 2022 advertising will have far reaching effects on the future of your brand portfolio. Therefore, ensuring that the necessary building blocks are in place is fundamental to future success.

Licensing World Among Us meets Fortnite in major gaming collaboration The gaming world is eagerly anticipating an upcoming crossover between two of the space’s biggest properties, Among Us and Fortnite, with the deal expected to result in soaring demand for Among Us toys and collectibles.

Fortnite, an action building game in which players team up with others to build massive forts and battle against hordes of monsters, has been lauded since its 2017 launch for giving fans the ability to customise their in-game avatars with a vast range of outfits and weapons.

Among Us, meanwhile, sees players tasked with uncovering the identity of the Imposter aboard the spaceship before they have a chance to murder everyone. The game became a smash hit during the Coronavirus lockdowns.

The deal between Epic Games, creator of Fortnite, and Innersloth, creator of Among Us, will let players of the former purchase Among Us (or a Stars Pack) from the Epic Games store to receive the free Crewmate Back Bling and Emote at no additional cost. According to Innersloth, the Crewmate Back Bling is available in 10 styles based on Crewmate colours from the game: red, blue, green, pink, orange, black, white, yellow, brown and purple.

The Distraction Dance Emote, meanwhile, from Innersloth’s game The Henry Stickmin Collection, lets players dance their way out of any situation.

The news, announced on Twitter, has generated much excitement among fans of both games. Both studios had previously teased that a collaboration was on the way after Epic Games admitted earlier this year that its Fortnite Imposters game mode was ‘inspired by Among Us from Innersloth’.

Darran Garnham, founder of Among Us master toy partner Toikido, told Toy World: “We expect demand for Among Us toys and collectibles to rise even further following this collaboration, and advise retailers to ensure they have plenty of stock ready to go.”

Toikido officially launched the Among Us Airship in July. This new toy is authentically modelled upon the fourth Among Us map to be unveiled, the largest of the maps available. Other special edition products will also be hitting shelves for summer.

Character to distribute new TMNT toy range under new Playmates agreement As announced by Paramount Consumer Products, Playmates has appointed Character Options as the exclusive UK & Ireland distributor of its all-new Teenage Mutant Ninja Turtles (TMNT) product line.

The reimagined range of action figures, accessories, vehicles, role-play toys and novelties will launch worldwide in summer 2023 prior to the premiere of Paramount Pictures new CG animated TMNT feature film, produced by Seth Rogen’s Point Grey Pictures and directed by Jeff Rowe.

Stephanie Bailey, vice president of Global Toys at Paramount Consumer Products, commented: “Our decision to work with Character Options is based on its proven performance within the category, along with its innovative marketing efforts. I’m confident we’ve partnered with the right distributor to service the UK market and that our combination of great content and toys will engage and resonate with fans of all ages.”

William Tran, executive director of Playmates Toys Limited, added: “For the past two years, we’ve been hard at work with the Paramount Consumer Products team in development of what we believe is our strongest TMNT toy line-up ever, and we know that this brand is in excellent hands with Character Options. Its unparalleled distribution reach, sophisticated marketing machine and wide-ranging experience in, and understanding of, the action figure and collectible market is all we could ask for in a partner.”

Jon Diver, joint manager director, Character Group, said: “We are delighted to be appointed by Paramount Consumer Products and Playmates as UK & Ireland distributor of the all-new Teenage Mutant Ninja Turtle line. TMNT is an iconic brand that has seen great success over its history, and we are immensely proud to now be part of its future with the Playmates team. Our journey will begin by bringing the Classic range to retail for Easter 2023. This will be followed with the movie range which will coincide with the all new TMNT movie launch. We are excited for the previews ahead and can’t wait to show the full line to our retail partners in the coming months.”

Craft Buddy announces new Star Wars crystal art collection launching this September After ‘sparkling up’ some of the world’s most famous brands, including Disney, Marvel, Peter Rabbit, The Smurfs and more, Craft Buddy has teamed up with Disney once again for another exciting Crystal Art licensed product line - and this time, it’s from the galaxy far far away.

“Having established a great relationship with Disney, and to follow up our successful Marvel launch earlier this year, we are thrilled to now bring Star Wars to our Craft Buddy family of arts & crafts products,” says Gary Wadhwani, codirector and co-founder of Craft Buddy Ltd. “It is a renowned franchise with such a strong and loyal fan base, and lends itself perfectly to the crafting world, letting fans translate their passion for their favourite characters into amazing artwork.”

Gary added: “‘However, our Star Wars collection does not just include our existing Crystal Art formats - there will be many more exciting launches in the next few months, some of which see us venturing into the realm of collectible toys with an arts & crafts angle.”

The launch Star Wars Crystal Art kit collection features much-loved characters including Grogu, The Mandalorian, Darth Vader, Chewbacca, R2-D2 and C-3PO, and the product range includes 18x18cm Crystal Art Cards, A5 Crystal Art Notebooks, 30x30 Crystal Art Canvases on Wooden Frames, and a 21x25cm Silver Picture Frame kit.

All will be available from September. Readers are advised to contact Dan and Lisa at trade@craftbuddyltd.co.uk for more details.

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Licensing World Hasbro’s Partner Day sees companies honoured at The Oinksters Hasbro held its annual Partner Day in July with over 200 people attending the event at The Science Museum in a new meeting space – Illuminate – which boasts spectacular views across London.

There was a presentation of Hasbro’s plans for the Peppa Pig brand for 2023, building towards the brand’s milestone 20th anniversary in 2024, which will be a huge year for Peppa, especially in the UK, the brand’s home market.

There was also a panel discussion entitled ‘The Peppa effect – how to remain relevant in a rapidly changing retail environment’. KidsKnowBest CEO Joel Silverman was one of those invited to speak.

The talk was moderated by comedian and broadcaster, Cally Caroline Beaton, and also platformed YouTube Kids and Family lead, Fatima El Miliani; CEO and founder of Bamboo Bamboo, Joel Rémy Parkes; and Olympic Gold medallist and Peppa superfan, Greg Rutherford.

Joel commented: “It’s fair to say that despite approaching 20 years old, Peppa still has a huge place in the hearts of families around the world. A huge thanks to Sally Carnota, Gabrielle Sims and the rest of Hasbro and Entertainment One team for inviting us to a truly fantastic event.”

The Partners Day also played host to Hasbro’s Partner Awards, known this year as The Oinksters.

Wow! Stuff’s global SVP and commercial director, Dawn Lavalette, commented: “We thoroughly enjoyed Hasbro’s Official Peppa Pig Party Event and being awarded Edmond Elephants Clever Clogs Award for Wow! Stuff’s innovation across its Clever Tech range was the icing on a Peppa cake. The love and strength of the Peppa Pig brand was evident.

Great job Hasbro UK.” The Oinksters 2022 winners were: Puddle Jumping Hero – Character Options; Penny Polar Bear Newcomer Award – Calbee Group UK; Edmond Elephant’s Clever Clogs Award – Wow! Stuff; Daddy Pig’s Marketing Expert Award – Vitabiotics; Zuzu and Zaza’s Partnership Award – BM Fashion (UK); Grandpa Pig’s Best of British Award – Tesco; Miss Rabbit’s Best Retailer Award – Asda; Peppa Cares Award – Character.com; Madam Gazelle’s Learning Award – Penguin Random House; Mummy Pig’s Values Award – Blues Group.

Bluey launches second series on CBeebies and BBC iPlayer After its first series proved a hit with UK fans, popular global animation Bluey released its second series on CBeebies and BBC iPlayer on 1st August.

The first series has been streamed more than 97m times on BBC iPlayer since its launch on iPlayer in April last year. It has also become a hugely popular property, with toys from Moose Toys, M.V. and Ravensburger amongst others making Bluey one of the hottest brands since its launch at retail last year, gaining the title of No.1 new pre-school toy brand in 2021, according to NPD data.

In May, BBC Studios announced new deals with 8th Wonder (wooden toys), Spin Master (wooden puzzles – extending the US range into the UK), Moonpig (cards and gifting), Drew Pearson (accessories) and an expanded deal with Ravensburger in the UK (including proprietary games including Memory and Labyrinth). In June it was announced that Bluey would join HTI Toys‘ licensed toy portfolio after the company signed a new three-year deal with BBC Studios for UK and European territories.

Bluey, which was first launched in Australia in October 2018, was also the highest rating programme on CBeebies for Q1 2022.

The animated series has won multiple awards, such as the International Emmy Kids Award in the prestigious Pre-school Category in 2020 and has picked up the AACTA Award for Best Children’s Programme for three years running (2019-21). Bluey won four Kidscreen Awards in February 2021 and recently won a Logie for Most Outstanding Children’s Programme at the Aussie equivalent of the BAFTAs for the second time.

Bluey is produced by multi-Emmy award-winning Ludo Studio for ABC Kids Australia, co-commissioned by ABC Children’s and BBC Studios, and distributed internationally

by BBC Studios outside of Australia.

Rainbow and Flair partner on Pinocchio and Friends Italian entertainment and licensing powerhouse Rainbow has signed a master toy licensing deal, in the UK and Eire, with Flair GP for Iginio Straffi’s reimagined animated TV series of the children’s classic Pinocchio and Friends.

The series, which launched on CBeebies at the end of May, has got off to a fantastic start and early indications show its audience is growing week on week. Flair GP will concentrate on a roll-out strategy from 2023 that incorporates mini figures, dolls, play sets and plush toys.

The series launched in late 2021 on Italy’s Rai Yoyo, and quickly became the leading show on the channel. The comical, light-hearted series for all the family is an original adaptation based on Carlo Collodi’s timeless classic and is created in high quality CGI animation. Pinocchio and Friends includes new characters for today’s viewers such as Freeda the pirate doll.

Cristiana Buzzelli, SVP Content and Licensing at Rainbow, said: “I am delighted that we have partnered with Flair GP to bring the wonderful wooden puppet, Pinocchio, to life for children across the UK. We have already received great feedback since launch and are looking forward to exploring all licensing possibilities.”

Julia Cake, country manager, Flair GP commented: “We look forward to partnering with Rainbow and Lisle Licensing to bring the characters of this new colourful adaptation to children in the UK, through the innovative toys and figures in the collection.”

Flair GP will work closely with Rainbow, as well as with its UK licensing agent, Lisle Licensing, investing in the UK-specific toy lines and supporting the launch with marketing outreach to raise brand awareness. Communications and consumer events are being managed by Rainbow’s long-term PR partner, Grapevine PR. Pinocchio and Friends also secured master toy partner Giochi Preziosi which is due to launch products in autumn 2022. In addition to its UK launch on CBeebies, the series will premiere on Discovery Kids Latin America this year. Licensing partners already confirmed for Italy and the UK include Kennedy Publishing, Fashion UK, Ravensburger, Mondadori, Dolfin, Ciao, Dino Bikes among others.

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NPD Insight

Woah, we're half way there…

This month, Melissa takes an in depth look at UK toy market sales Price Point Across Total Toys well at the half-way point ofChanges 2022, looking at what’ s performing Price YTD £9.15 (+8%) and howAverage price points are evolving.

T

Unit % Sales

Unit Yr/Yr % Change

Avg Monthly Items Per Store

Change increase in 2022, up +8% YTD June, roughly aligned he UK toy market reached the half-way mark with the Consumer Price Index which was up +8% in of 2022 with value sales down -8% (-£63m) < £5 -5.7% -4 46% May. The average selling price for toys is now £9.15, up compared with the first six months of 2021. from £8.50. However, the average selling price includes a Volume sales were down even further at £5 - £9.99 0.1% -6 26% mixture of base price changes, promotional fluctuations -15%. Part of this decline was driven by the and consumers 4.1% product mix changes, so it doesn’t stronger than normal sales20% in Q1 2021, when the UK was £10 - £19.99 15 always tell the whole story. in a third national lockdown. It is worth noting that YTD Jun 2022 is up by +3% in value compared the same Looking at the key price points, toys sold under £5 £20with - £49.99 7% 1.4% 6 period in 2019, the last ‘pre-Covid’ period, representing accounted for 46% of the volume sold in Q2 2022, yet an additional £20m sales. As the UK market reacted accounted0.1% for just 12% of value sales. While this 1% toy£50+ 1 still Source: The NPD Group | Retail Tracking Service | UK | 3M Jun-22

Price Point Changes Across Total Toys Document classification: Client/Third Party Confidential

1

The NPD Group, L.P. | Proprietary and confidential

Average Price YTD £9.15 (+8%) Unit % Sales < £5

46%

Unit Yr/Yr % Change -5.7%

£5 - £9.99

26%

-4 0.1%

£10 - £19.99

20% 7% 1%

Avg Monthly Items Per Store Change

£20 - £49.99 £50+

-6 4.1%

15

1.4%

6

0.1%

1 Source: The NPD Group | Retail Tracking Service | UK | 3M Jun-22

positively to the lockdowns and enjoyed strong growth Document classification: Client/Third Party Confidential The NPD Group, L.P. | Proprietary and confidential for these periods, it is always difficult to match those sales out of lockdown. However, Q2 2022 sales declined -6% vs. 21, without a lockdown in either period, although these sales are also up +3% vs same period in 2019.

So, what are the current challenges facing the UK toy market?

The UK is facing a cost-of-living crisis with energy bills soaring, food prices increases and petrol at record highs. While the toy market is often said to be recession proof, it is still being impacted by the challenges facing consumers’ discretionary spend. In addition, the toy community is dealing with its own pricing challenges, from production to supply chain over the last year.

The UK toy market has seen the average selling price

represents nearly half the number of toys sold, there 1 were actually fewer toys sold at this price point. In total, there was a decline of 6.4m units – either through consumers cutting out non-essential toy purchases, reducing the frequency of impulse purchases or some items moving up a price point. £5 - £9.99 also experienced a volume loss of 1.9m units. Looking at the average number of items sold per store at these price points, there is a decline within both price points under £10, suggesting that there are fewer items in these price ranges than there were a year ago. At the same time, the higher price points have seen more items sold, especially the £10 - £19.99 bracket, which has seen an average increase of 15 items per store at this price point since last year. This has led to this mid-price point selling an

Toy World 32

Melissa Symonds

Director UK Toys, EuroToys NPD

additional 550k units, contributing an additional +£5m in value sales. The higher price points (£20+) have also seen an increase in range, suggesting that there are many items that have increased their base prices in the last year.

The average selling price increase of +8% for toys is not consistent across all Supercategories, with some increases much lower. Games & Puzzles has seen average selling price decline, -1% in the first half of 2022, while both Outdoor & Sports Toys and Youth Electronics ASP remains flat. The categories with the highest price increases are Action Figures & Accessories and Vehicles. For the Action Figures supercategory the ASP is now £9.77, while for Vehicles it is £6.83. The highest ASP category is Building Sets at £18.15, although this represents an increase of just +4%. These price changes will include impact of both promotions and product mix, as consumers trade up or down between price points as well.

Despite these changes on price point, some of these categories continue to grow in value and have performed stronger than others so far this year, with Vehicles and Plush in particular standing out. Plush has seen strong growth with value sales up +35% YTD June 22 vs. 21, driven by the success of Squishmallows and Ty, while Vehicles value growth is up +8% with Hot Wheels, Monster Jam and HTI’s Teamsterz all in double-digit value growth. Elsewhere, Action Figures has seen strong value growth, up +7% with Marvel, DC and Star Wars all increasing, as well as strong performance from Jurassic World and Minecraft.

As the industry heads into the second half of the year - the most important period for sales - it is likely that consumers will continue to be discerning with their toy purchases. They won’t be driven solely by prices, but will continue to look for products with a mix of play value, inventiveness as well as demand from recipients.

Item Progression: Item Description

Corp Manufacturer

May Rank #

June Rank #

Magic Mixies Mixlings Tap And Reveal Cauldron Asst

Moose Toys

149

20

Following the success of the larger Magic Mixies over the peak festive season last year, Moose’s smaller, collectible extension, Magic Mixies Mixlings Tap and Reveal Cauldron, has shot up the rankings in June to reach the top 20 across total toys and the No.3 Playset Doll item. With weighted distribution in June of just 52% and an average selling price of £6.02, there is opportunity for this item to stay in the top sellers for the rest of the year. Other Playset Doll items that remain strong are L.O.L. Surprise Queens Dolls and Polly Pocket World Sweet Treat Compact Assortment, the No.1 and No.2 Playset Dolls for the month.

Entertainment Type Performance With the total UK Toy market struggling compared to 2021, one area of the market has increased its importance – Entertainment or Content.

The largest is TV/DVD/Digital which, while still down -4% in value, has increased share in the last six months, accounting for 16.7% of all value sales. The strongest property in this area is Barbie, followed by Paw Patrol. However there has been strong growth in the first half of the year from Bluey, Disney Encanto and Miraculous: Tales of Ladybug and Cat Noir, all adding to the entertainment type performance.

Movies has seen the strongest growth, up +4% helped by the Entertainment & content has increased importance to the UK Toy Market stronger performance of cinemas in 2022 compared to 2021. There accounting for 37% of total sales are some stalwarts in this area such as Star Wars (+8%) and Marvel Value Share (£%) YOY % Chg v’21 Universe (up +10%). More recent film releases are having a big 15.8% impact with DC Universe up +61%, driven by The Batman release TV/DVD/Digital -4% 16.7% earlier in the year and Jurassic World +124%, following the June 10.5% release of Jurassic World Dominion. Despicable Me/Minions and Movie 4% 11.8% Godzilla vs Kong have also grown significantly this year, up +89% and +63% respectively.

5.0% Video Digital Games 3% Video Games continue to increase their share of toys, now 5.6% accounting for 5.6% of the market, with Minecraft remaining the YTD Jun 21 2.4% Sports largest driver of growth, up +24% this year. However, growth from -8% YTD Jun 22 2.4% smaller properties such as Among Us and Five Nights at Freddies have also contributed to the strong performance of the category.

Entertainment Type Performance

Source: The NPD Group | Retail Tracking Service | UK | YTD Jun-22 Document classification: Client/Third Party Confidential

The NPD Group, L.P. | Proprietary and confidential

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Toy World 33

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Talking Shop

The toys of summer

UK indie toy retailers are used to dealing with the ups and downs of the British weather, coping with the demands of rainy days, heatwaves and everything in between. Here, Sam Giltrow catches up with a selection of toy shop owners to find out how their summer season is going.

Mike Masey & Teresa Carter Chocoloons, Coleraine, Co. Londonderry

W

e opened Chocoloons in October 2017 as a pop-up shop which was only supposed to be for 12 weeks, but we never closed! We decided to take the plunge and launch a permanent independent toy shop. With no background whatsoever in toys, we relied on our passion to create a child friendly space in our local town centre.

The business developed and the shop grew until it was bursting at the seams; even then, customers were asking for products that we couldn’t fit in. Like many toy shops, we had a really good year in 2021, so we negotiated with the shopping centre to relocate to a bigger unit, where we officially opened at the beginning of June. Going from 960sq ft to 2,200sq ft saw the sales floor double in size compared to our previous store, and there is so much more we can do with the space. We have kept the smaller shop as a confectionery-only store, as the American candy we used to stock there remains popular.

We try to be more diverse than the larger toy retailers in the area and have been able to bring in some different brands, particularly with products such as sensory toys as we try to meet the varying needs of children. During lockdown, we set up a website and delivered locally free of charge. We take a Chocoloons pop-up shop to events at local schools, as well as things like Christmas light switch-ons and even big music festivals; it’s important to us to be a part of the community.

Since taking on the bigger premises, we have introduced a selection of outdoor toys, many of which we get from MV Sports & Leisure and One For Fun. We have added Schleich to our offering and expand some ranges from other suppliers. We have been able to reintroduce Playmobil, which we had to stop stocking in the original shop due to the space limitations, but

we’re delighted to be working with the team again; they have been really supportive of our new store. We have also grown our range of eco-friendly toys. There is a clear demand for more sustainable toys, so we make sure we have options that are non-plastic and have always stocked a good selection of wooden toys.

A lot of customers describe our shop as a treasure trove; as well as carrying the high-profile brands that you can find in any toy shop, we have tried to work with other, smaller UK-based businesses because we believe that small businesses should support each other.

We are located near the Giant’s Causeway, so we expect to be very busy over the summer holidays. The tourists visiting the area mean our summer season is always better than our Christmas period.

Our current best-selling toys, by far, are Squishmallows from Jazwares. We have been stocking them for four years now, so have built up a good customer base both in-store and online. Soft toys, in general, are consistently strong sellers for us and we

Toy World 35

also sell high volumes of Ty and Pokémon plush. We try to offer a plush element for all our big, licensed ranges and find these are very popular.

The pocket money section continues to be hugely popular – we had a phenomenal year in 2021 with the fidget toy craze and that has followed on through to this year. I think the demand is a knock-on effect of the current economic climate. We have also seen buoyant sales from dinosaur toys due to the latest Jurassic World movie, particularly the range from Mattel.

We have a real passion for what we do, and we love to see the children’s smiles when they come in and spend their own money. We are looking forward to developing our new shop even further. We have a room at the back which we would very much like to turn into an experience/crafting area for children. More floor space will also allow us to bring in bigger items for Christmas, which we weren’t always able to do at the other store. I think we were considered a pocket money destination before, but now we can offer so much more.

Talking Shop Rachael Sankey -

W

Harold’s Toy Store, Church Stretton

e only opened in April, and the first few months of trading have been fantastic – we’re very pleased with how the business has taken off. It was my husband William’s idea to open a toy shop; it all happened very quickly - we were able to open just a few months after making the decision.

He wanted to start a new local business and a toy shop appealed because he’s really interested in a lot of the products we sell. There hasn’t been a toy shop in Church Stretton for some time now, so there was an obvious gap to fill.

Our best sellers currently are anything Lego and Pokémon. We have also seen very strong sales across our Schleich range, and radio-controlled cars have been popular too. It’s great to see brands like Pokémon, which has been around for so long, still doing well and creating a buzz with customers. The Booster Packs are a real footfall driver; as they are pocket money priced, we have children coming in every week for them, and they appeal to the older collector too.

One of the positives to come out of the pandemic – if there is such a thing – is a renewed interest in activities that can be done at home, and hobbies, model making and playing board games had a resurgence while everyone had so much time on their hands. Having found something they enjoyed, this interest has continued.

We stock a range of Hornby products including Airfix kits, and we have been pleasantly surprised how popular these still are with all age groups. One of the messages we wanted to get across when we first opened the shop was that we are not just selling toys for kids – we don’t believe anyone who says they’re too old to come into a toy shop. There’s no age limit; everybody can play and we have made sure we stock product that is aimed at the adult market, such as some of the more sophisticated radio-control vehicle ranges, as well as bigger Lego sets. There’s something for everyone.

Our more mature customers also enjoy our range of Hornby trains (although kids love them too). We live in an area where a lot of retired people come to live and there is a lot of interest in train sets within that community. People love a good train set because, if you look after it, it can last a very long time and can be passed down to future generations, so it’s more of an investment than a throwaway purchase. Some people are very into the radio control market too and like to

purchase a quality vehicle that they can maintain and mend with tool sets.

We are still finding our way in terms of stock. We missed most of the toy fairs this year because we hadn’t opened at that point, but we plan to get along to more trade shows at the start of next year, so we can do more research and expand our offering. We feel it’s important to have a varied and interesting selection for customers, so that as well as having lines they specifically come in for, we have some items they may not have seen before or thought of. Everyone likes to discover new things.

But some people know exactly what they want, and we have been asked a lot for Nerf Super Soakers, which have now arrived. Having seen our three sons have great fun with these, especially in the summer, we are confident they will be a hit, along with Nerf blasters.

Hot Wheels is another range that we have brought in following repeated enquiries. It’s important to listen to

customers and make sure we stock what they’re looking for.

Even though we have a bright shop front, we’re located in a side street, so it has taken a lot of effort and promotion to make our presence felt as a new business in town. Although it’s still early days, feedback has been really positive, and an article in a local publication has raised awareness. Being featured in the magazine has prompted a lot of older people to come in and buy gifts for their grandchildren.

We are looking forward to the summer holidays, when hopefully we will be even busier, and we are already planning ahead and thinking about what we need to stock for Christmas, as customers have told us they’d like our shop to be their one-stop-shop for Christmas shopping, which is really nice to hear. I think people much prefer to see things in the flesh - and also see what else we have in stock while they’re here.

Donard McGreevy

McGreevy’s Toys Direct, Westport, County Mayo Stretton

W

e’ve been really busy throughout all the hot weather we’ve been having lately, and long may it last. Bubbles, pools and buckets and spades have been flying out the door, because we are located near a beach on the west coast of Ireland.

June was a wash-out, so it’s great to finally see some fine weather.

McGreevy’s has been in business for four generations, first starting as a grocery store. When my dad took over in the late 1950s, he started selling toys.

Now the entire first floor is dedicated to toys, and we expanded the department during the lockdowns, when we had the chance to do so.

We recently became a Toymaster member and are very pleased with how that’s going. One of the main reasons we took the decision to join was to give us easier access to a wider range of suppliers. The other

Toy World 36

Talking Shop

indie viewpoint Mark Buschhaus and Stephen Barnes Toy Barnhaus

was the central invoicing system; we receive just one invoice each month rather than lots of individual ones, which makes our business much more efficient and is saving us time already.

The Toymaster community seems very friendly, and everyone has been very welcoming. We have been contacted by all sorts of retailers, some of whom have been members for years, offering to help and give us any advice we may need, which is great.

Our current best-sellers are Squishmallows and Slime Party, which is a Toymaster exclusive and has been performing brilliantly for us. I thought slime was done and dusted, but this range is absolutely flying out of the door. Lego is still going strong as always, particularly the bigger Lego Technic sets such as the F1 cars, which are popular with older children and adults. We’ve also seen excellent sales from Keel Toys’ Keeleco plush range, which our customers love.

As well as the soft toys being at a really attractive price point, they satisfy the eco credentials that have become so important these days, being made from recycled plastic bottles.

Now that we are a Toymaster member, we are excited to introduce new suppliers and brands that we wouldn’t have been able to stock previously, extending our range further. We are really looking forward to the months ahead and being able to offer customers more choice. We think the new Barbie lines will be a great success and have high hopes for Moose Toys new Octonauts range, which is coming out soon. If it’s anything like the last one, it will sell really well.

Squishmallows is still in very high demand, and I think the range will only continue to grow and perform well, while everything related to Pokémon is still selling almost as soon as we put it on the shelf.

I thought the brand would peak last year, but it just seems to get stronger and stronger.

We are looking forward to a busy summer: here on the coast, we are blessed with great summer trade – it’s like having two Christmases.

Any indies who would like to take part in Talking Shop should contact Sam Giltrow sam@toyworldmag.co.uk

01442 502406

Sunshiny days

W

hen we were writing last month’s column, we were hoping that the weather was going to improve, and although there were a couple of false starts in June, summer has now well and truly arrived. We are writing this on the hottest day ever in the UK, in the coolest room we can find, just to have a break from the heat. When we dreamed of summer weather, I don’t think we quite were envisaging these temperatures…

However, the good news is that the hot spell has been great for sales. Coming at the perfect time - just as kids are breaking up for summer - demand for outdoor products has gone through the roof, rather like the temperature! We had some stock of pools left over from last year and had purchased more in the autumn to beat the price increases on this year’s stock, so we have been able to offer a god selection while being competitive on price and maintaining a good margin.

The area where we have struggled to keep up with demand is water guns/water balloons, where demand has been phenomenal. By sourcing a wide range from various suppliers, including Hasbro, we have managed to keep in stock. One of the joys of being an independent retailer is having that flexibility to adapt when demand changes.

We are proud to say that in 13 years of running Toy Barnhaus, we have never run out of paddling pools during a hot spell. This is a great position to be in compared to when we were at Woolworths, when all we would be asked every few minutes was, “Have you got any paddling pools?” after selling out of our tiny allocation.

Moving away from the hot weather boom, trade has been excellent over the last month – and on other categories, not just outdoor. The new Pokémon Go Trading Card Game launch was a success; although stock on some lines sold out within a couple of days, there wasn’t the same scramble as during the Pokemon Celebrations launch last year, when there was so little stock that customers were getting frustrated.

The other line that has absolutely flown over the last month is KAP Toys’ Stranger Things capsules, which is in our Top 5 bestsellers. Jurassic World has also performed really well, across Lego, Mattel action figures and the Funko Pop Vinyls too.

Plush is a category that has grown massively for us over the last few years, and the first line we have to mention is Squishmallows. It has been phenomenal for the last couple of years, and there really is no sign of it slowing down. Jazwares introduces a new wave of every couple of months, with truly strong designs; there are very few slow sellers in the assortments. This gives us the confidence to order in decent quantities, knowing that we will not be left with one particular SKU. The ability to keep the brand feeling new and fresh, with minimal promotion, is fantastic, and although stock is always tight due to the massive demand, we receive a good selection from Jazwares each month to keep us stocked up and our customers happy.

The good thing is that Squishmallows has been incremental growth for the plush category, without cannibalizing sales across other brands. Ty remains a key part of our plush offering, and the stands the team supplies are a wonderful way to display the range, from Beanie Babies, Beanie Boos to the Squish-a-Boos.

Once again, fantastic design and regular new introductions help keep the offering updated and varied for our customers, encouraging repeat store visits. We have installed a bespoke, large display stand which is a great focal point at the front of our store, even though we did struggle to get it up in the lift! We also see very strong sales from our range of traditional plush from Keel Toys and licensed plush from Simba.

Wooden toys is a growing category for Toy Barnhaus, and an area where we plan to expand our offering along with demand, which is noticeably increasing. Wooden railways remains a key area, especially Brio. Ravensburger has done a great job of developing the brand over the last few years, and sales have reflected this. It’s a trusted heritage brand that most of us grew up with; the quality is well known, and the product looks great on shelves in store. We have also begun to stock more Melissa and Doug toys, now distributed by DKB, to cover educational toys and other classic wooden toys. This looks great on shelf too and is becoming another area of growth.

Ok, that’s all from us, time to find an ice cream before we melt – although by the time you read this, I am sure the good old rainy British summer will have returned.

Toy World 38

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Special Feature

Toymaster visits Learning Express

Miami nice

Our very own Crockett and Tubbs visit the Learning Express June 22 conference Paul Reader is marketing director at Toymaster, the largest buying group for independent toy retailers in the UK & Ireland.

Following a visit to the group’s annual May show from Mike Derse, director of Business Development at the American toy store franchise Learning Express, Paul – accompanied by Midco Toys’ Dave Middleton - headed across the pond to attend Learning Express’ June 2022 conference. Here, Paul reports back on his time at the event and what he has learned from the experience. night talking shop, before turning in, to use the Americanism, by 10pm, ready for Sunday’s early start.

With the conference itself starting on the Monday, Sunday morning was dedicated to Learning Express’ Store Owner Presentations.

I thought keeping 90+ store owners engaged in PowerPoint presentations for so long would be very difficult – imagining what our members would say if asked to do this - but Americans love a success story. A tremendous amount of praise was given, especially for the outgoing Learning Express CEO and founder, Sharon Diminico, who was handing over the reigns to her daughter Lauren after 35 years.

The afternoon was totally unexpected. We kicked off with a session called ‘Let’s Get Social’.

Rather than a race to the nearest bar, this brainstorming session saw the head office team sit down with store owners to discuss how best to use social media: what they’ve done, what’s worked, what they could do differently and much

more. The session was really interesting - one of the biggest contributing factors to LE success is undeniably the use of social media and TikTok. American retailers are simply more enthusiastic and so much better at it than most of their UK counterparts, and this is an important lesson we should all heed.

Any hopes that the next session, ‘35 Nuggets in 60 Minutes’, was an eating contest were quickly dispelled. Store owners, including David and I, were all given different pens and asked to join the table hosting a home office team member with the same pen. This was a simple way of splitting up each of the groups and getting to know other people. Each table was given a different topic to discuss and some questions to answer. Topics included: Buying – Reports & Principles, Loss Prevention, In-store Display and Merchandising, Cash Flow, Team/Staff Motivation, Customer Service, 2021 Highlights and Charitable Causes to Support. Each table leader then presented their findings to the rest of the group. This was a

Paul Reader with Linda Peebles, VP of Training and Regional Support Leader Dave Middleton attempts to persuade Mike and Lauren Derse to become honorary Derby County fans.

M

y trip was the result of many months of discussions between our very own David Middleton (who has always had more than one eye on what happens in the US) and the popular Toy World columnist Richard Derr, the proud owner of a very successful Learning Express franchise in Chicago. Mike Derse’s visit to our Toymaster May Show was so successful that the natural next step was for Toymaster to check out the LE conference in June – and the fact it was held in Miami only increased my enthusiasm for the trip.

Dave and I arrived on the Saturday evening and soon found ourselves at a drinks reception, chaperoned by Mike and Rick. We were both immediately accepted as insiders, not outsiders – a testament to independent toy retail on both sides of the Atlantic. We spent a very enjoyable

Toy World 40

LOOKS REAL SOUNDS REAL FEELS REAL

Special Feature fascinating exercise and something I would very much encourage to increase member engagement.

The post-dinner session was ‘Power Play’ – playing with product. Suppliers invited store owners to get hands-on and learn about how to demo a product. In-store demonstrations can significantly improve sales, and here in the UK we sometimes need the confidence to just get on and do it. As for me, I can now proudly say I’m a Loom Band demo expert.

The next day, at the show part of the conference, I was struck the positivity and energy that came from the LE team, as well as the store owners and the suppliers. The size of the show surprised me though. With over 100 suppliers attending I thought the scale would be similar to our May show, but the vendor booths were a lot smaller than I expected and could probably have fitted into our larger marquee, which will be familiar to many readers. That said, given the SKU count of an average LE stores comes in at around 3,000-4,000, many suppliers were choosing to show a small amount of specially selected lines.

I was also surprised to learn around half of the product sold through LE stores is centrally purchased by the LE home office. Store owners took along these orders to the vendor and then added other lines they thought may work for their business. This is quite different to Toymaster’s approach, where we leave buying decisions up to our members.

In terms of differences, the standout is that LE operates a franchise model, while Toymaster has a member-owned model: LE owners invest a capital sum to obtain the brand, the systems and the opening stock, while Toymaster looks to support existing, trading toy retailers.

Vendor numbers differ too. The LE home office team has around 180 active accounts and one store owner said to me they could add another 100+ to that. These are the ones they deal with direct. The SKU count in a typical LE store is considerably less

Toymaster visits Learning Express

than that offered by many of our members, yet the number of suppliers our members deal with would be considerably less than LE. Another striking difference is the back-office support for accounts purposes. Unlike our members, LE store owners buy direct and process all the paperwork individually. Home office doesn’t facilitate the invoicing of goods: in fact, one store owner told me it’s a full-time job for them to look after all the paperwork and payments. Our TIMS system, which makes life so much easier for our members, was a fascinating concept among LE store owners and many appeared envious of our back office support.

Data analysis is one of the many things LE does really well. The LE EPOS system doesn’t really track purchases, but it does capture sales every 24 hours. The speed and efficiency with which this data is shared with other LE owners, in the form of daily and weekly best-sellers, allows them to be reactive and drive sales. Toymaster knows pretty much everything regarding the purchasing side of the business, but the actual sales data is something we need to work much harder on if we are to react at a similar speed to that of LE. I’m biased of course, but I did feel the show didn’t quite match the buzz and ambience that a Toymaster show offers. Creating a little more theatre is something we can help with if that’s what the LE team would like, especially for the evening events - by 10pm, there were only a handful of people still there. Some Toymaster members would be just warming up by that point.

With a 10pm bedtime, our bacon rolls would have to come out at 9.30pm. Unthinkable!

With over 100 suppliers showcasing product it was inevitable that we would find some standout lines. The reality check was that many products in the US are not tested to EU and UK Toy safety standards, and it would require serious investment and commitment to make them work for us.

The other point of interest is that the LE

Rick Derr was also welcomed into the US Derby County Supporters Club.

Toy World 42

franchise model locates stores in more affluent suburbs. LE stores don’t stock the same highprofile brands we do and can therefore command a higher price for many of the lines, as they can’t be found in mass market US retailers or discounters.

Many of the retail price points quoted were $10, $20 and even $40: even Hamley’s in Regent Street would struggle with the price points on some of the items we saw.

The two key categories we liked the most were Novelty and Tweens. Novelty was exciting and very different. Well packaged and with the right merchandising in-store, we believe this is an area well worth exploring more over here. The Tweens category, aimed at girls 6-14 years, is also worth monitoring - a little like Claire’s Accessories (but better). We’ve come away with a few good leads to explore and several conversations to have with existing UK suppliers regarding distribution to our independents. We’re also going to follow-up on a several exciting products that UK suppliers may have missed from their US partners. Watch this space.

The positivity, enthusiasm and drive that we saw at the LE show has inspired both Dave and I to push on a little harder in our respective endeavours. Learning Express is surely a gold medallist when it comes to passion: Dave was stripped of any title by one Codi Perino from LE in Seattle. If you get the chance, check out his TikTok on Squishmallows.

Our trip has left us in absolutely no doubt that there is and will be a future for independent toy retail - no one is better equipped with the tools to explore, react and adapt than independents. With the continued support of our invaluable suppliers, and by maintaining the very best of relationships with them and each other, we will not only survive and thrive, but we will also prosper.

Now we’re back in the UK, the plan is to remain in contact with catch-up meetings and Zoom calls. Both Toymaster and Learning Express plan to keep attending each other’s shows, perhaps not every year but every other year or certainly every three years. We’ll potentially also use the US Astra speciality conference to come together and take a more serious look at product opportunities and seek out new suppliers. There is also a plan in the works to talk to the specialist toy group Mastermind in Canada… but I’ll tell you more about that in due course.

Finally, as glamorous as Miami is, the airport, carpark and conference hotel were pretty much as good as things got for Dave and I. Any grand ideas about relaxing by the pool or on the beach were extinguished very quicky once we realised how many trips to Learning Express stores, other toy stores, Target, Walmart and shopping malls we’d be going on, looking out for US retail trends that might find themselves this side of the pond in the near future. I came back both enthusiastic and exhausted – but I guess when you’re on tour with Dave, you really shouldn’t expect anything else.

Thanks for having us, Learning Express. It was a blast and we can’t wait to do it all again.

Company Profile

Mattel

In a good place Just before the pandemic hit, Mattel signed a lease on a brand-new office in Slough, where it planned to relocate from its long-term home in Maidenhead. Two years on, John Baulch got to experience the new premises when he met up with vice president and country manager UK & Ireland Michael Hick and Kelly Philp, who leads Marketing for the UK.

I

met up with Michael and Kelly last month, shortly before Mattel unveiled its Q2 results (check out the Toy World website for details).

Even though we weren’t able to talk through the Q2 numbers, the Mattel team was still celebrating a stellar set of Q1 results, described as “the highest on record for net sales and other key metrics.”

Furthermore, EMEA was the fastest growing region globally, with a 29% increase, and the UK was one of the key markets, posting record-breaking first quarter numbers. So, it’s fair to say that Mattel is feeling positive at the moment, and the EMEA operation is not only gearing up for the second half of the year, but also has exciting plans for 2023, when the Disney Princess and Frozen line will re-join the Mattel portfolio.

I started by asking Michael about the first half of the year, and what Michael put the strong performance down to. “Our Q1 global results were outstanding +19% represented a very strong performance,” he tells us. “It was also a record-breaking quarter for Mattel UK, off the back of a record-breaking 2021. We have

started the year in a really good place; we’re trading exactly where we wanted to be at this stage and we’re optimistic about the second half of the year.

“In terms of what drove that performance, I would say two key factors have been innovation in our marketing and in our retail execution. Globally, we have done a great job with our brands, and the team here in the UK has delivered some exceptional campaigns and activations.

Michael adds: “The other important element is the way we have developed relationships with our retail partners and delivered brand execution at retail – we have created a lot of fun and innovation in the way we go to retail. Our market share according to NPD YTD June was up at 7.7% - that’s our biggest market share in five years. A key part of our approach is to give retailers a point of difference; we put together joint business plans to drive traffic into their stores. In addition, we have a clearly defined channel strategy: we make sure that we are connecting with the consumer wherever they are on their shopping journey.”

“This is true across the board; we’re not just looking at every channel, but every size of retailer to make sure that we are servicing them in the best possible way. We want a steady flow of product going to those stores. We create huge demand for our products, we try to get our fair share of space with that retailer and then we strive to service that demand as efficiently as possible.

Despite the strong start to the year, Kelly admits that “as an industry, it has been challenging - we’ve been comparing trading figures from the pandemic and lockdowns. However, we’re about to hit a new phase, with plenty of upsides to focus on: we have incredible product tied to what we believe are the big movies of the summer – Jurassic World Dominion

Toy World 44

and Lightyear, Minions and DC League of Superpets.

And of course, last year we faced huge supply chain issues as an industry in Q3, trying to get products onto shelves. The key now is to drive as much demand creation as we can with our marketing activity.”

While it is clear that the cost-of-living situation will present challenges for retailers in every category this year, Michael still thinks that the toy industry is well-positioned to face those challenges: “I do believe toys are recession resistant; parents will forego many things for themselves to make sure the kids are looked after.”

One of the biggest hurdles for suppliers last year was ensuring retailers were stocked with the right product at the right time – so how does Kelly see that situation evolving as we head into the festive trading period?

“We’re excited for the holiday period. Over the past few years, as parents have spent more time at home in close proximity to their children, we’ve found that playing with toys is a core element of family life again, and suppliers and retailers will hopefully benefit from that.”

As Q4 approaches, there has been much talk within the toy community of a significant shift in the marketing arena, so I asked Kelly how she sees these changes manifesting themselves in Mattel’s marketing campaigns: “The marketing space is always evolving. The platforms we’re using and the ways in which we’re communicating with both children and parents is as diverse as it has ever been.

We want to be at the forefront of the evolution, leading in new platforms and testing and learning against those platforms.”

And if that means spending more marketing budget, Mattel is not shy to back its key ranges:

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Company Profile

Mattel round partnership with the charity Family Action on Fisher-Price, which will really home in on the Early Childhood Development elements of our product range and help parents post-pandemic, where they may feel that some of those developmental stages have been lost when they were unable to send their children to nurseries or pre-schools.”

Michael is also keen to point out that there is plenty to look forward to at the start of 2023: “And that’s just the warm-up to January, when we go live with our Disney Princess and Frozen range, which we’re incredibly excited about. We’ve shown some sneak peeks to retailers and they’re excited about what we’ve done with the range and our plans. We can’t say too much more at this stage, but we’re looking forward to unveiling the line in due course.

“Then next year we have the Barbie movie – that is going to be huge. The list of A-list celebrities involved is incredible. We’ve got a lot of momentum across our core brands – who would have thought that the number selling item in the industry last year would be Hot Wheels diecast? And the Barbie Dreamhouse was the number two selling item. That momentum has really continued this year – Hot Wheels is red hot right now. With all the plans in place for the remainder of 2022 and the early part of 2023, we’re excited for our momentum and the tremendous opportunities ahead for Mattel, our partners and our consumers.”

“We always think of ourselves as a marketing led organization and that’s our commitment to the toy industry – to continue to drive consumers to store, so our investment continues to grow. It grows in different ways, but mainly within the digital space.

Kelly believes that retailers are getting used to the conversation around the marketing space changing, not only in their businesses but as they talk to suppliers as well. “Mattel has been on this journey for 5-7 years and we have always tried to explain why we did those campaigns and the results we saw,” she tells us. “Over time, that has built confidence,” explains Kelly. “A lot of the time in our business, we’re also talking to parents – that is different to purely being in the kids’ space. For many kids, a key part of their day is still traditional TV, whereas parents transitioned out of that being a priority platform a long time ago.

However, TV isn’t going away – it is still a key platform.

But there are so many different forms of TV that we can tap into now, which makes it more effective in reaching our target audience and enabling us to be more precise with our messaging.”

As we enter the second half of the year, the question that many suppliers and retailers are asking is whether consumers are likely to change their spending habits

this year – will they be looking for more value? And if so, how does that affect Mattel and other big toy companies with market-leading brands, which are traditionally priced towards the premium end of the pricing spectrum?

Kelly points out that “Parents are always looking for value. There will always be those gifts they buy purely because their child wants it so much, but they are looking at how long their child will play with a toy, what does it have to offer above what they already have.

“It will be back of mind as people go into that Xmas spending period. We’re in quite a fortunate place with our portfolio of brands, and also the range architecture – we always have a range of toys at different price points that can be played with together or independently. Take Hot Wheels diecast as an example; it’s our number one volume toy and one of our lowest priced items, which is accessible for everyone. Consumers can buy into the world further with the Hot Wheels Ultimate Garage, which is a premium price point- but they don’t have to, there is something for everyone in the range, whatever the budget. “ Michael sees retail promotional activity returning to the landscape this year: “Last year, there was high demand, but not enough supply. Consumers are going to be looking for value – but value doesn’t always just mean price, it is much more about the overall play value of the item. It's all about where the spend is going to go. Parents want to create memories at Christmas - and toys deliver memories. That’s where the industry can really capitalize – we’re creating positive play experiences for families. Hopefully that will encourage parents to protect their spend on toys.”

So, what new launches are the pair excited about in the second half of the year? Kelly suggested: “In the short term, we’re really excited for our product range tied to the Jurassic World and Lightyear movies, and then the Minions and League of DC Superpets movie – so we have great movies to see us through the summer. To end the summer, we’re excited about the WWE event in Cardiff; Clash at the Castle. Then as we come into the back end of the year, we have some exciting things happening with our own IPs such as the Hot Wheels Legends Tour. We also have a year-

Toy World 46

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Feature

STEM & Educational

Lessons learned

Sam Giltrow puts the STEM toys category under the microscope to examine why it has become so successful.

Y

ou only have to look at the incredible first images recently captured by NASA’s James Webb Space Telescope showing hundreds of billions of stars, to realise there is a whole world out there waiting to be explored.

Children can be helped to embark on their scientific discoveries from an early age with a huge variety of STEM-based toys that allow them to explore the whats, the wheres and the whys of our universe.

‘Learning by stealth’ is how Paul Fogarty, country manager UK & Ireland at Clementoni, describes STEM toys, which are seeing a huge surge in popularity, particularly since the pandemic. Now in the 10th year of partnership with the Science Museum, Clementoni has grown its STEM category significantly and is about to launch a NASA Floating Shuttle in its popular Science & Play Build range. Italian-made, its construction range features original models which have been faithfully reproduced to be built and dismantled, giving children a real understanding of the concepts of mechanics and engineering within their own imagination and experimentation. “With our science line, which also includes an element of build, it’s all about having fun while being educated.

Good STEM toys are able to do both,” says Paul.

He says the pandemic inspired a huge wave of parents seeking out product that would teach their children in a fun way during the lockdowns, a trend which has continued. “Initially there was a bit of a rush towards things to simply occupy kids’ time, but the notion that we can occupy that time with toys that children can learn from is one that has become increasingly sought after. This trend has continued to build during the pandemic, and we haven’t seen it tail off.”

Clementoni’s range of small and medium sized

Science & Play Build kits, which are predominantly vehicle based, are strong sellers at retail and this year the company is extending the line to cover more than just vehicles. The new NASA Floating Shuttle, made in partnership with NASA, uses a display mechanism which makes the shuttle look like it is floating in midair. Clementoni is also launching a Floating Dragon with the same feature in a Science Museum approved kit.

Despite developing more varied sets within the Science & Play Build line, the popular vehicle options will continue to be developed; a new licensing partnership is in place with Lamborghini to introduce a motorised Lamborghini Huracán’s kit at a Christmas price point, supported by a TV marketing campaign.

“We are looking to increase our relationships with licensing partners as we develop that side of the business,” explains Paul, “but we will stay true to the STEM core attributes of the product line.”

Debra Tiffany, marketing manager at Brainstorm, believes consumers are now realising that STEM products are not just toys to buy because they have ‘educational’ written on the side of the box. “Rather they see the real play value in these products and how much benefit children get from them,” she explains.

“The value of learning through play is huge ,and toys that teach children via stealth are the beginnings of all our product development,” she tells us. “We want kids to be entertained and learn at the same time.”

Brainstorm’s range, she says, has even more added value as many of the toys double up as a room décor, comforting nightlights, torches or fun room guards. Brainstorm recently launched My Very Own Cloud, a mindful 3-in-1 nightlight featuring colour changing light and sounds of soothing rain and claps of thunder. This extends the My Very Own sub-brand

Toy World 48

of Brainstorm which teaches children about the world around them with My Very Own Moon, My Very Own Solar System and My Very Own Rainbow. All will be supported by an extensive consumer marketing campaign for AW22 to include linear TV, YouTube and social media. The company’s Torch & Projector range also continues to grow through licences with the Natural History Museum and Paw Patrol.

Educating children about the planet is not lip service for Brainstorm as it seeks new ways to safeguard our world with sustainability and recyclability across all its products, with an on-going process to phase out single use plastic packaging.

Debra adds that the STEM category will continue to grow as the appetite for learning while having fun shows no sign of abating. “The interest in science and nature is fed by broadcast and online news full of technological progress and projects, such as rewilding – all subjects that are hugely fascinating and inspiring for kids.”

This is also fuelled by nostalgia and kids playing with toys that their parents enjoyed when they were younger, as Debra explains: “Parents love our toys because they take them back to their own childhood, where they have fond memories of discovering the world through the lens of a microscope or being fascinated by the stars. They hope to recreate these experiences and inspire their own children in a love of science and nature.”

This is very much the case for Bandai UK, where tried and tested brands continue to drive the STEM category in its business. Sea Monkeys, which was first launched in 1957, allows children to embrace their curiosity and hatch, grow and nurture their very own ‘pets’ in the form of minuscule hybrid brine shrimp.

Encouraging responsibility for other living organisms,

Feature

STEM & Educational generations through our education initiatives and resources,” states Nic proudly.

The National Geographic range will be supported with more investment in marketing for AW22 including, for the first time, digital advertising. This will include YouTube pre-rolls targeting parents and gift-givers; pre-Christmas activity in National Geographic’s Kids magazine and on its website; and an influencer campaign.

Kids can also learn about the planet and the rest of the universe with the new Science Mad! Planetarium Star Globe from Trends UK. Expanding on its awardwinning Science Mad! brand, the rotating, projecting planetarium teaches children about the different stars and constellations. Kids can turn out the lights and watch the magical light show of stars and how they move across the night sky in the galaxy, getting to grips with the names of the constellations clearly shown including Orion, Ursa Major (Big Bear), and Pegasus (winged horse).

Trends UK was formed in 2002 by a small number of toy industry professionals with a vision to rescue an old British toy company which had gone into liquidation and initially focusing on science and nature toys. Today Trends UK is a small, but vibrant, business, recognised for bringing exciting and innovative products to the market.

The popular award-winning Science Mad! range features educational toys with working features including telescopes, microscopes, digital metal detector, walkie talkies and more, creating a very strong branded presence at retail. The range offers real experiments based on proper chemistry plus scientific gadgets which encourage exploration of the natural world. Science Mad! items have been designed to continue to inspire future generations to develop their knowledge of, and interest in, science further.

You can examine what’s new in the STEM toy category in our special feature over the next few pages.

the Sea Monkeys are available in a choice of themed, colourful tanks, bringing a taste of the ocean directly into the home. The brand has additional kidult and retro appeal, and the range currently consists of a six-tank assortment plus accessory lines to provide a wider choice on shelf and extended brand experience. The Sea Monkeys Ocean Zoo was the best-selling item in Bandai UK’s STEM category in 2021.

Another popular line for Bandai is its National Geographic Range, a brand which has been in existence since 1888. The National Geographic Volcano Kit continues to be another top performer for the company. “Both our National Geographic and Sea Monkeys range continue to develop as we add new, exciting items to the existing top performing items,” says Nic Aldridge, MD, Bandai UK. “There is definitely a continued upswing in STEM and educational toys in the market overall since the pandemic lockdown, when these toys became of utmost importance to parents struggling to balance home-working and home-schooling. Since this period, parents have come to appreciate products that often extensive play value, with the added benefit of learning through the play activities.”

The National Geographic range has gone though a major evolution, reducing the amount of plastic used so only essential plastic parts remain, while the packaging’s artwork and protective materials are made from paper and cardboard, which is all FSC certified. This underpins the fact that 27% of all royalties paid to the licensor now go to the National Geographic Society, a global non-profit organisation committed to exploring and protecting our planet.

“We fund hundreds of research and conservation projects around the world each year and inspire new

Toy World 50

Company Profile

Clementoni

Growing Clementoni in the UK Paul Fogarty chats to Sam Giltrow about his plans to make Clementoni a leading toy brand in the UK.

P

aul Fogarty may be just a month into his role as country manager, UK & Ireland but he already has a clear vision as to how he wants to make the Italian brand a household toy name on these shores.

The company, known for its infant and pre-school toys, STEM kits and puzzles, has grown substantially in the UK over the last five years, and Paul is keen to continue and grow that success with a number of strategies.

One of Clementoni’s strategic pillar points is to develop its retail relationships in the UK, simplifying dealings for its partners with a particular focus on expanding the company’s independent and speciality business. As well as streamlining processes, Clementoni’s visibility and brand recognition will be increased through a renewed focus on product.

Paul tells Toy World: “There are plenty of new product introductions in all of our categories but the thing the company doesn’t have at the moment is a hero line to drive the brand; something we will look to for the future. Our aim is to become a leading brand and household name, spanning a wider variety of categories and age ranges in order to keep the Clementoni brand in the household for as long as we possibly can.”

The brand has developed phenomenally well since it started in the UK nearly a decade ago and much of the growth has come over the last five years. However, Paul stresses that this growth has not just been about the strength of the puzzles category during the pandemic, as pre-school, science and play build lines have also enjoyed success.

“The

company is performing well,” he continues. “Though the toy market at the end of June is still tracking down, Clementoni has seen strong double digit growth.

Despite some challenges in the puzzle market recently, pre-school and science lines that are performing well mean we haven’t seen the downturn that other companies have.”

Some of Clementoni’s categories are not as well developed in the UK as they are in other markets, and Paul will be looking at areas he can build upon in the territory. The company is number one in educational toys in Italy and in certain other countries. “There is plenty of scope to bring new categories to the UK market,” adds Paul.

is not lip service: “The company has been very active in this sphere for a number of years and is developing and growing,” he tells us. Clementoni’s benchmark for recycled plastic is a minimum of 80% and Paul says the company will continue to push to maintain that goal.

He adds: “We are more in control of our destiny than a lot of companies because 90% of what we manufacture is from Italy. That’s not just paper and card, it also includes all of the plastics. We are increasingly reducing our reliance on China. Any issues on cost are balanced by an increasing level of control over the product we make, which makes our ability to deliver sustainability within products more robust.”

Enhanced marketing will support particular investment in the pre-school category, with soft block building system Clemmy one of the areas which has been identified for growth. “Even though the current range is for pre-schoolers, Clemmy is made from a wonderful material, which we have the IP for – ideal for developing sensory play toys,” explains Paul. “Sensory toys within the infant pre-school market is a booming area and, as we own the product IP, this is a category that is ideal to for us to develop and deliver on.”

Clementoni will also look at where it has points of differentiation within its existing product lines, as well as where the brand can bring innovation. Both will be driven significantly over the next few years. “We are bucking the market trend at the moment, which is great news, but obviously there is a lot of uncertainty and doubt in the minds of consumers,” explains Paul.

“However, we believe we are well-positioned - even within that framework - to perform very well, and we are still anticipating significant growth by year end.

Money is tight, so it’s important that companies deliver play value.”

Clementoni’s Play for the Future sustainability platform is an increasing part of the company’s product portfolio and will introduce more lines this year through its pre-school range. “This shouldn’t mean an increase in product price,” says Paul. “We work very hard on making our products more sustainable without penalising the consumer, which I think is really important. The consumer will buy a more eco-friendly product that is delivering on value.”

Paul stresses that sustainability within Clementoni

Toy World 52

Clementoni is looking to potentially double its turnover in the next three to five years. Paul says: “We will be looking at how we do that both from entering new categories and from investing in marketing to drive those categories.” As country manager, he will be putting in place an enhanced company structure in the UK to support and push that growth and will also be looking at product distribution to drive all the categories deeper. Exciting times lie ahead for the business

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Brainstorm 01200 445 113 | www.brainstormltd.co.uk

STEM & Educational

Brainstorm offers innovative STEM toys that help teach children about the world around them. New for 2022 is My Very Own Cloud, an enchanting 3-in-1 nightlight which is a great addition to any child’s bedroom. Standing on a clear stand, the colour changing cloud appears to float above any surface.

My Very Own Cloud features three different modes for a child to choose from. Mode 1 allows them to relax to the sound of gentle rain accompanied by colour-changing LED lights, making it a calming way to drift off to sleep. Mode 2 is a colour change, lights only setting which adds atmosphere to a room as the cloud changes through eight different colourways including white, yellow, purple, blue and red.

Mode 3 brings the true force of nature into a child’s bedroom with thunder sounds coupled with lightning effects. The nightlight is ideal for both children and adults who like to relax to the sounds of nature.

As well as being a nightlight, My Very Own Cloud comes with a secret code that unlocks fun educational facts online so children can learn all about clouds as well as mindfulness exercises and tips on how to use the My Very Own Cloud to help relax and sleep. The product will be featured in TV and digital ad campaigns from September and throughout Q4.

Night Sky Projector is a pin sharp projector that beams images 3.65 metres wide on walls and ceilings. Kids can project images of the moon, a night sky with 20,000 stars, constellations and the solar system. Like most Brainstorm Toys products, it comes with a secret code to unlock additional educational fun facts online and also features a Solar System poster.

See the World through Others’ Eyes lets children see the world as if through the eyes of lots of different living things including a fly, a dog, an astronaut and even a shark.

The cool chunky glasses can be fitted with 22 interchangeable lenses that mimic how 17 different species see the world.

Aqua Dragons continue to be popular with children of all ages and the #aquadragonschallenge recently gained traction on social media with influencers and real fans posting videos of their Aqua Dragon journey. The Aqua Dragons Deluxe Set includes eggs, food, and a LED lit tank so children can grow and nurture their Aqua Dragons while learning all about them.

The Original Glow Stars Company range continues to expand with additions every year. As well as the traditional glow stars, the range includes lots of unique glow in the dark products to enhance children’s learning. The collection includes Glow in the Dark Solar System, Glow Stars & Dinosaurs, Glow Galaxy and more.

Klikbots are a great way to teach children the basics of stop-frame animation using green screen tech via the popular StikBot app. As well as making great collectible fidget toys, Klikbot characters can be used to create stop-motion video clips that can be uploaded and shared to the huge StikBot Central YouTube channel where fans can view videos and take inspiration from other Klikbot and StikBot fans.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Master offers a selection of STEM toys that can encourage educational play for children of all ages.

Construction play offers children multiple educational benefits and can assist in the development of skills such as hand-eye coordination, problem solving and creativity.

With a great selection of building sets, children of all ages can enjoy immersing themselves in the world of Meccano.

The Meccano 25 Model Supercar is a construction toy option for older children and adults alike and can be built in 25 different ways. It encourages decision making and helps children to explore concepts from science, technology, engineering, the arts and maths. The set is also perfect for intergenerational play as younger children can get involved with the help of parents or even older siblings. Also available from Meccano is the Monster Jam Truck. This construction set allows young builders to assemble their own Monster Jam Grave Digger truck from over 100 different parts. The truck set comes with two tools to help with assembly and includes a pull-back motor, BKT tires and a working suspension system for tricks and stunts.

For younger Meccano fans, new play sets from the Meccano Junior range are on the way this autumn/ winter. The brand-new Tractor play set and Police Car RC let children enjoy the principles of building before racing their creations around their living rooms. The motor from the Police Car RC can also be used with other models in the Meccano Junior range.

Toy World 54

STEM & Educational

Toynamics 0116 478 5230 | www.toynamics.com Toynamics UK & Ireland offers retailers a wide range of wooden STEM toys for a mix of ages and price points, from its Hape brand portfolio.

Key products for this year include Monster Math Scale, that teaches children aged three years plus the basics of math and gravity. The toy is a monster themed scale with a variety of fun shapes and coloured weights which can be placed on each of the monster’s arms. With this scale, children can learn about basic mathematics including weights, measurements, and balance. The scale comes with a visual booklet of numerical problems to solve, with an easy level for beginners and a more challenging level as children’s skills develop.

The Hape Discovery Scientific Workbench lets children explore the basics of physics and learn how scientific principles apply to the real world. Children as young as four have the opportunity to interact with mechanical phenomena. The workbench features child-friendly pieces which are simple to assemble, alongside components and tools designed for a range of skill levels. Children can enjoy a variety of experiments while also learning about experimental processes and concepts including energy transfer, momentum and gravity. Fun and educational, the Junior inventor range helps develop logical thinking and an understanding of STEAM principles.

The Hape Quadrilla Castle Escape marble system provides endless possibilities for creativity and is also perfect for developing essential STEAM educational skills, helping to build hand-eye coordination, fine motor skills and problem-solving ability. The 52-piece set includes a bell, transparent runs, a rotating tower and convenient marble catcher.

All Hape toys are crafted from the highest quality natural materials and use only water-based paints.

In addition to the Hape brand, Toynamics offers retailers Timio, an interactive, screen-free educational learning toy; while from Beleduc, the STEM Toys category includes a Magnetic Drawing Board – Letters.

Toynamics UK & Ireland supports all its brands with full retailer marketing, including shop-in shop solutions.

Vivid Goliath 01483 449944 | www.vividtoysandgames.co.uk The Science 4 You range continues to balance STEM education with a play experience for kids and parents alike by delivering educational science kits across a variety of classic and innovative new themes.

Science 4 You is launching into space with Super Rocket Launch, which teaches kids about the chemical reactions that cause blast-off. Kids can design their own rocket systems as they test the performance of different rocket models and watch as their rocket flies 20m in the air. Super Rocket Launch lifted off in July with a full 360 marketing campaign including a TV campaign highlighting the fun space-themed experiments and digital activity. Influencers will also have the chance to take on their very own space mission this autumn/winter.

With DIY Fidget Toys, kids can create their own fidget items, including the TikTok favourite reversible octopus and ASMR relaxing slime. New introductions for 2022 also include Be A TikToker Pranks Lab as kids fool their friends and family with scientific tricks as they become a TikTok prank master.

Spring Summer 23 will see the introduction of the Funtastic!

Science range, which puts a playful spin on classic science kits and includes animated pack-fronts designed to feel more toyetic to the consumer. The four new kits are Volcanic Eruption, Slime Time, Soaps Maker and Chemistry Lab. The kits are full of contents and experiments to get kids excited about STEM. Following the acquisition of Colorific, Goliath is adding STEM to its portfolio credentials with the launch of Australia’s successful Build-A-Bot range. Vivid Goliath has curated the best sellers from the wealth of product that has been in the Australian market over the past six years with a range that takes robotics to the next level allowing children to build, customise and personalise their own characters. Each BuildA-Bot has a different learning feature including lights, sounds, glow and an easy click and create system that appeals to boys and girls aged 4-6 years.

The core range includes a Tiger, Unicorn, Snow Leopard and Pony with a clap-to-activate movement or light feature.

The range is complemented by the cast from Paw Patrol which includes character phrases and voices from the popular TV series.

There is also an entry price point line available with Glow Mini Gecko and Glow Worm which pack all that’s great about Build-ABots into new, cute mini characters that glow in the dark.

Toy World 56

The Science of tension and gravity

Tensegrity

Linear & Digital TV Campaign in Q4 !

www.clementoni.com For more information please contact: clemuk@clementoni.com

Multiple models Mobile elements

STEM & Educational

Galt Toys 01614 289 111 | www.galttoys.com Galt Toys’ science ranges cover many relevant topics aligned with the National Curriculum, which help extend STEM school learning through handson play.

The Explore & Discover range is designed for ages five and up and encourages budding experts to delve into chemistry, biology, astronomy and more. With the Giant Science Lab, which is compatible with the National Curriculum, little scientists can explore chemistry by powering a clock with an apple, investigate biology by examining their fingerprints and discover physics using magnets.

Several smaller sets are also available that make ideal gifts, party favours, or fun rainy-day activities. Kids can experiment with amber slime with the Dino Lab, grow plants from seeds with the Nature Lab and make a bubble snake with Bubble Lab, all teaching valuable lessons about the world around us.

Older children who have had their imaginations captured by school science lessons will be keen to dig deeper into science's frightful side. Based on the bestselling books written by Nick Arnold and illustrated by Tony De Saulles, the Horrible Science sets teach science with a terrible twist. Children can defy gravity with Shocking Rocket, learn how to memorise facial features with Sneaky Spies, and grow a crystal tree with Creepy Crystals. The Bulging Box of Experiments is packed with activities including a 52-page lab notebook, a Horrible Science lab coat, and safety goggles for imaginative play. Kids can learn how to make chaotic chemical cocktails, dig up some ferocious fossils, investigate how planes fly, blow up a volcano and create a beastly bar of soap with a creepy-crawly surprise.

The very first Horrible Science game, Germ Attack! challenges players to beat germs in a ruthless race to the heart. The board game for 2-6 players is designed to teach children fun and foul facts about germs and the human body. Kids can play as shrunken scientists or gruesome germs and roll the dice to move along the blood cells, answering questions for bonus moves along the way. The first team to race through the body and reach the heart wins. The game is suitable for ages eight and up.

Bandai UK 020 8324 6160 | www.bandai.co.uk | sales@bandai.co.uk Bandai continues to develop and evolve its portfolio of evergreen STEM Toys brands. One of its most successful long-term licensed partnerships – National Geographic – remains a focus for the company, with seasonal introductions to maintain a fresh and competitive range.

Bandai’s National Geographic sets offer children aged 8+ the opportunity to engage with real-life specimens while learning through hands-on experiments. Committed to supporting work within the areas of Science, Exploration, Conservation, and Education, Bandai’s partnership sees National Geographic give back 27% of its licensing proceeds to the National Geographic Trust.

A robust collection of Dig, Large, Experiment, Crystal, Rock & Mineral, Sand, and Slime-based kits are available within the range. Product lines have undergone a packaging refresh to remove all plastic, with new, optimised retail packaging designed for greater impact on shelf, while clearly displaying kit contents, allowing for immediate and informed consumer consideration.

Each of these highly educative kits includes genuine samples of the natural world – from shark’s teeth, and dino poo, to gemstones, and fossils – as well as tools, equipment, and learning guides full of facts and inspiration for children to learn new skills and interests.

Igniting a passion for and an interest in nature and the planet, the Original Sea-Monkeys allows children to embrace their curiosity and hatch, grow and nurture their very own ‘pets’ in the form of minuscule hybrid brine shrimp. Encouraging responsibility for other living organisms, the Sea-Monkeys are available in a choice of themed, colourful tanks, bringing a taste of the ocean directly into the home. One of the latest lines is the Ocean Treasure Tank, which comes complete with LED colour-changing treasure chest feature for watching the Sea-Monkeys swim day or night.

Introduced in the 1960s, the brand has additional kidult and retro appeal, and the range currently consists of a six-tank assortment plus accessory lines to provide a wider choice on shelf and extended brand experience. A new impulse/treat option purchase has been introduced in the form of Mystery Eggs.

Allowing consumers to experience and grow their Sea-Monkeys colonies repeatedly, each egg contains everything needed for adding to existing tanks to continue their journey.

Both the National Geographic and SeaMonkeys brands are supported with full marketing campaigns.

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STEM & Educational

LeapFrog Toys 01235 555 545 | www.leapfrog.com Following the success of the best-selling Magic Adventures Globe, LeapFrog is expanding its STEM offering with a new addition to the Magic Adventures range: the Magic Adventures Microscope.

Young biologists can zoom in on 17 topics including flowers, insects, the human body and more using nine double-sided smart slides that activate over 240 amazing custom BBC videos and images. Kids can make their own discoveries by finding things around the house or garden and getting a closer look using the reusable slides or large sample tray. They can zoom in with up to 200x magnification on this real microscope - and if they spot something incredible, can capture and save the on-screen images.

Children can have hours of fun playing the four adventure games where they can feed, protect and heal microorganisms across 24 exciting levels, plus more. They will also learn fun facts whilst scrolling, zooming and focusing on the images. With the What’s This? quiz game, children can test their knowledge about everything they’ve learned.

The Magic Adventures Microscope has support from a heavyweight autumn/winter TV and media campaign that will run from August through to December, as well as a PR launch event where a celebrity speaker and influencers will highlight the importance of learning about science from an early age.

Magic Adventures Microscope is suitable for children aged five years and up.

Great Gizmos 01293 543221 | www.ggtrade.co.uk | sarah@greatgizmos.co.uk The STEAM Powered Kids range from Great Gizmos features a range of science and craft kits designed to instil scientific curiosity in young minds and enhance children’s development in hand-eye coordination, creative thinking skills, engineering skills, construction skills, logical thinking and much more.

The Scientific Discovery Kit is a comprehensive STEAM kit full of fascinating experiments, with 40 fun projects which teach about scientific principles. Kids can perform table top volcanic eruptions, build a clock powered by lemon, make a square bubble, drive a magnetic racer, perform amazing science magic tricks and more. The kit includes an activity booklet and project cards with instructions.

STEAM Powered Kids Earth Science encourages children to learn about the natural power of the earth and experience the unlimited fun of geological science. Kids can create a volcano, mine for crystals and create their own unique crystal collections. The set is suitable for children aged 10 years and over, allowing them to enjoy learning in a fun and practical way.

STEAM Space Exploration is perfect for budding astronomers, who can build and paint their own solar system planetarium model, construct a space projector and enjoy a spectacular space themed slide show. They can also decorate their bedroom with a giant solar system poster and glow in the dark stars. This science kit includes lots of different projects for kids to follow.

STEAM Magnet Exploration allows children to discover the magic power of magnetic fields by performing various fun experiments and playing games. Kids can make a pencil float in mid-air, engineer a personal transporter using the principle of the maglev train, and much more. There are 20 different experiments included.

Kids can discover the fun and excitement of science in our everyday life with the STEAM Kitchen Science, conducting over 30 interesting fun experiments to learn scientific principles. These include making a clock which is powered by fruit, creating a water fountain inside a bottle, driving a diver to move up and down without touching it, constructing a hovercraft with a CD, building a mini water cycle model in a glass and more. The kit also comes with project cards to follow.

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STEM & Educational

Lisciani www.liscianigiochi.com | danny@allinoneproducts.com Lisciani has three decades of experience in designing, developing and manufacturing educational toys, and the team prides itself on being able to make learning fun with its innovative teaching methods. Crazy Science uses the language and graphics of cartoons to depict science through enjoyable stories. Naturally info-educational, the collection is aimed at children aged 8-12 years old.

A must-have in the range is the Explosive Experiments Laboratory, a kit which lets kids achieve a whole host of harmless explosions, such as an erupting volcano, a rocket, fizzing bombs and even slime which explodes in a sea of colours.

The Mad Scientist’s Big Laboratory comes with everything needed to run seven original and fun experiments, from a friendly skeleton to various coloured slimes and fun explosions. The kit includes everything needed for the experiments.

The Lisciani collection benefits from extensive marketing and PR support.

Fun2Give 01908 969969 | www.insideouttoys.co.uk Fun2Give’s award-winning ReCycleMe range consists of STEAM kits which integrate the arts into traditionally technology-focused model making. The kits, which were awarded Gift of the Year 2022 – Design & Craft, are designed for children aged eight years and over but there are other options in the range for younger children.

There are four STEAM kits to choose from: Technology, Science, Games and Music, so there is something to appeal to everyone. Children can make several fully functioning toys for themselves from each kit such as a tin can alley game, a guitar, a sun clock or a rocket, so not only do children get to enjoy the creative process of making the five or more models in each kit, they also gain hours of valuable play time with the completed models.

ReCycleMe is one of several brands created by Fun2Give, a Dutch company which believes in a world where children and their parents become more aware of the amount of rubbish they produce, and where help to reduce this by recycling or re-using. The concept of the brand is to provide a complete kit for creating art projects and models at home using everyday household rubbish such as toilet roll tubes, plastic bottles, tin cans and egg boxes.

Each ReCycleMe box is a one-stop-shop for parents, grandparents or friends, allowing them to spend quality time making something with children and taking away the hassle and expense of shopping for all the bits and bobs; the kit contains all the accessories to make the finished article, together with a comprehensive instruction manual.

Other products in the range include mini kits to make a single model (sold in a mixed CDU of 30 units), medium kits to make 4-6 projects and extra-large kits to make a complete play world. There is also the option for retailers to purchase a floor standing display unit full of stock to make an impactful impression and offer the complete range of sizes.

Since winning the prestigious GOTY award, Inside Out Toys (the UK Distributor of ReCycleMe) has produced additional point of sale materials and product stickers to help encourage customers to give ReCycleMe a try.

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STEM & Educational

Clementoni 020 3206 1397 | www.clementoni.com | paul.fogarty@clementoni.com Now in the 10th year of partnership with the Science Museum, Clementoni has grown its STEM category significantly.

The range has become more interactive and sophisticated over time and now has over 25 SKUs in the offering. Italian-made, the construction range features original models which have been faithfully reproduced to be built and dismantled, giving children a real understanding of the concepts of mechanics and engineering within their own imagination and experimentation.

Easy to understand manuals and exclusive digital 3D instructions ensure that learning is fun, and each kit is unique in its creation, ensuring kids learn new skills from each product.

Within the core Mechanics line, suitable for ages eight plus, 2022 will see the introduction of the concept of tensegrity – engineering designed to defy gravity and create an optical illusion of floating. The principle of tensegrity is a fundamental part of constructing the model and kids are spurred to develop concepts and verify ideas in order to achieve results.

The Clementoni Floating Dragon will look as if it is floating in air. By following the instructions and the manual (also on the App), children will experience and understand that each optical effect conceals a scientific principle to be grasped and explored. When children attach the chains that hold the dragon in place, they will understand the action of tension and how it creates structural integrity, making it seem like the dragon is hanging in mid-air.

The NASA Floating Shuttle is just one item within a range of NASA licensed product for 2022. The Shuttle will appear to float in the air and can also completely leave its base for a totally free play experience. The adjustable ailerons rise and fall and the cargo hold opens to reveal the Canadarm, the robotic arm used by astronauts in outer space, Launching in Q4, the Mechanics Lamborghini is a model car designed for fans of the Lamborghini Panache. All parts included in the kit have been crafted to the smallest detail, so children will enjoy building a realistic motorised model complete with steerable wheels and a sleek chassis while learning the skills of mechanics and engineering.

Clementoni also offers an educational robot collection, allowing children to experiment with STEM principles in a direct, engaging way. The robots are easy to assemble and animated, in order to develop logical thinking and manual dexterity. Game dynamics and wireless interaction have been developed to help kids experiment with the basic notions of coding and communication with robots in a new and exciting way. Each product comes with exclusive digital content meaning the product can be played with in many ways and children can enjoy different learning experiences. Mecha Dragon continues to be a top seller: a mechanical dragon with three motors and multiple sensors to interact with the child and its surroundings. Children aged eight and over can also play the 12 game modes included.

John Adams 01480 414 361 | sales@johnadams.co.uk John Adams Leisure’s Action Science sets encourage kids to explore the world around them whilst making science fun. All sets have STEM at their core and support national curriculum learning.

Kids can discover the science behind how crystals are formed and use chemistry to grow their own amazing ruby-red crystal sphere with the Crystal Light set. Once formed, the sphere can be placed on the provided lampstand to become a beautiful night light.

With the Forensic Science kit, kids can become a science detective and catch a thief.

There has been a robbery at Toddbridge Manor, the Earl’s priceless ruby has been stolen and there are five suspects; kids must use forensic science to study the evidence and catch the culprit. The kit includes five fun experiments to teach kids about the fundamentals of forensics.

The Crystal Clear Science kit is a fun, easy way to discover the chemistry of growing sparkling crystals with 11 experiments to carry out. There are five different types of crystal to grow in a variety of colours and beautiful crystal shapes.

With the Space Science kit, kids can learn all about the Moon, performing experiments and soaking up facts about this fascinating place, while Edible Science is a fun-filled kitchen chemistry set with 15 food-based experiments. All the gizmos and gadgets needed are supplied; all that is required are a few common household ingredients.

The Action Science range will benefit from full marketing support including TV, digital, PR, influencer and social media activity.

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STEM & Educational

Tree Toys 07462899786 | https://treetoys.com/uk/ christina@treetoys.com.tw With science increasingly at the front of people’s minds, the Wild Environmental Science range from Tree Toys has been expanded to cover even more science topics, with a range of engaging hands-on activities and real scientific challenges which keep science fun.

Kids can explore the incredible science of the human body with the new Medical Science Kit, winner of a Hero Toy 2022 Award at the London Toy Fair. Children are endlessly intrigued by how the human body works, and the Medical Science Kit includes over 50 activities, with laboratory tools and chemicals, to explore the chemistry and biology of the human body. Experiments include a test tube digestive system, blood typing simulation and experiments with the unique properties of water that make it essential for life. Anatomical models explore the regions of the brain and the bones of the hand, and the full colour instruction book is packed with images and fascinating science facts. Also on the topic of health science is the Natural Health and Wellbeing Kit, which encourages children to think critically about the science and pseudoscience of natural remedies, by exploring the properties of plants and minerals, and how they are used in natural medicine.

Young scientists can also discover amazing chemical reactions in the Test Tube Chemistry Lab, experimenting with acids and bases, gases, metals and water. The Lab is the perfect starting point for any curious chemist with over 50 experiments and full-colour instructions that include facts and images.

In the Forensic Science Lab, amateur detectives explore the physics, chemistry and biology of criminalistics by collecting and analysing evidence from mock crime scenes. By using the science of chromatography, children extract tell-tale colours from crime scene notes and learn how special indicators detect dangerous acids and alkalis. Kids can develop, lift and match fingerprints for analysis and compare footprint casts to footprint evidence from a crime scene.

Kids can also learn all about the Extreme and Bizarre Animals of the World with new kits that bring together a fascination with weird and wonderful animals and a love of craft, art and dramatic play and discovery. Each kit includes themed components to make learning fun: reusable plaster moulds with plaster of Paris, paint, a diorama, 3D wooden puzzle, large poster and full colour instructions and information about the top 10 amazing animals in that species.

Trends UK 01295 768 078 | www.trendsuk.co.uk salesadmin@trendsuk.co.uk Trends UK is expanding the award-winning Science Mad brand with a new Science Mad Planetarium Star Globe: a rotating, projecting planetarium with which children can learn about the different stars and constellations. They can turn out the lights and watch the magical light show of stars and how they move across the night sky in the galaxy.

It displays the patterns that the stars make with the names of these constellations clearly shown including Orion, Ursa Major (Big Bear), and Pegasus (winged horse).

The popular Science Mad range features educational toys with working features including telescopes, microscopes, digital metal detector, walkie talkies and more, creating a very strong branded presence at retail.

Kids can learn how a hybrid engine really works with Trends UK’s newest launch in the successful build your own engine kit range: the Machine Works 4-Cylinder Hybrid Engine Kit, which reveals what goes on under the bonnet. This kit creates a working model of a 4-cylinder hybrid car engine and provides a representation of how the internal combustion engine and electric motor work together in a hybrid system.

With increasing interest in new eco technology in cars, this hybrid introduction is extremely topical.

The best-selling Machine Works engine kit range now comprises six engine sets, offering insights into a variety of motor functions and engineering skills. The V8 and 4-Cylinder versions also come with an AR feature – kids can download a free app and explore machine functions via animated AR features plus several engine components described in detail.

Trends UK will be supporting the STEM lines with marketing, PR support and influencer campaigns.

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STEM & Educational

Bladez Toyz 02392 658 255 | www.bladeztoyz.co.uk | sales@bladeztoyz.co.uk Bladez Toyz is expanding its STEM range to include brand new licensed Science STEM Kitz for AW22, designed to complement the company’s existing and best-selling licensed STEM led range of Maker Kitz in Hot Wheels, Barbie and Harry Potter. The expansion enables children to safely explore and learn about science in a fun way at home.

The Barbie Crystal Ballgown set includes a choice of two card Barbie dolls and two ball gown colours. Kids simply assemble the card Barbie doll, choose from one of the two ball gown colours, place in the stand, add the special formula and leave overnight to revel a magical, sparkly crystal gown. The Snowy Hogwarts set includes an easy to build mini-Hogwarts kit; kids then add the magic liquid to the rooftops, leave to develop overnight, and by morning the rooftops will have a coat of white, sparkly, snow effect crystals.

The new science STEM Kitz range also includes make your own Barbie Bath Fizzers with an easy step by step guide. Children simply add the fizzer compounds to the Barbie fizzer mould, leave to set and enjoy watching the surprise pink colour burst when the fizzer is added to bath water.

Character Options 01616 339 800 | www.character-online.com | sales@charactergroup.plc.uk Character Options’ Smarty Pad offers children aged three to five an interactive approach to education by gamifying the standard curriculum. Smarty Pad is an LED tablet, which contains 12 Smart games and an educator-vetted curriculum. Motion sensors give Smarty Pad an innovative spin, encouraging sensory play. Vibrant LED visuals complement activities, including colours, coding, ABC and numbers up to 25. With more than 100 different responses, kids rarely play the same way twice and Smarty Pad is also bilingual, empowering kids to play and learn in two languages.

Rex London 020 8746 1700 | rexlondontrade.com | info@rexlondon.com For children aged 8+, Rex London offers a range of DIY and construction kits that are perfect for introducing them to the world of science and engineering.

Using the DIY kits, children can explore scientific principles in order to make their own hydraulic powered robot arm, a motorised dinosaur, a rubber band-powered plane or even a plaster volcano to create their very own eruption. Many of the DIY kits are also primarily made of wooden construction elements with only a few necessary parts using other materials.

The most popular product in the line, the 5 in 1 construction kit, contains parts that can be mixed and matched to create multiple vehicles - from just this one kit, mini engineers can build an open-back lorry, excavator, plane, glider and snowplough.

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STEM & Educational

Learning Resources 01553 762276 | www.learning-resources.co.uk sales@learning-resources.co.uk Learning Resources’ interactive coding robots are an integrated range of bestselling and multi award-winning coding toys that start pre-schoolers on their learning journey and develop with them as they grow and learn.

The Coding Critters interactive robot pets are perfect for ages four and up; children can choose from the new Coding Critters MagiCoders Skye the Unicorn or Blazer the Dragon. The mythical robots come with their own coding wands which children use to cast coding spells that make the pets go on adventures, dance, light up and more. Each comes with a themed play set, coding cards, magic wand and full colour spell book.

Children can also choose from puppies Ranger & Zip, dinosaurs Rumble & Bumble, cats Scamper & Sneaker and bunnies Bopper and Hip & Hop. Each comes with a themed play set, coding cards and a full colour story book which allow children to play out their coding adventures. Each Coding Critters robot can also be switched to play mode for imaginative free play.

The Code & Go Robot Mouse Activity Set for ages four plus comes with all the accessories children need to learn coding fundamentals by completing basic STEM challenges that help build a range of skills. The fun, interactive set is ideal for the classroom or home.

Botley 2.0 the Coding Robot, for ages five plus increases the learning scope through more complex STEM challenges. Botley 2.0 has a playful personality that encourages children to interact with their robot as they programme it to complete a sequence of up to 150 steps in six directions. Botley 2.0’s eyes light up and change colour and children can code it to put on a light show and move to the beat. With add-on accessories in the range including the Botley Crashin’ Construction Accessory Set, and Action Challenge Accessory Set, children can personalise their Botley 2.0, and extend the STEM learning.

Artie 3000 is the coding drawing robot for ages seven and over that introduces art to STEM learning. Children connect their own tablet or computer to Artie’s user interface using his built-in wi-fi server. They then use drag-and-drop or the text-based coding languages Snap!, Python, or JavaScript to code Artie to draw line drawings using the included marker pen.

Extending the creative learning even further, the new Artie Max for ages eight plus comes with more features including the choice to code in C++ as well as LED light-up and colour-changing eyes and mouth, built-in rechargeable battery and the ability to draw in up to three different colours.

To grow brand awareness, Learning Resources runs a continuous brand campaign which includes digital and print advertising, social media activity and collaborations, and PR activity.

To support trade customers in marketing the coding robots on their own retail and marketing channels, Learning Resources offers a wide range of assets available to download from the Marketing Resource Centre (MRC) website. These include engaging product and lifestyle imagery, brand and campaign guidelines, in-store merchandising guidelines and assets, and best practice guides to support trade partners when organising in-store events and activations.

ThreeSixty Group www.redlandsdistribution.com | mark.handley@redlandsdistribution.com ThreeSixty Group and Discovery Communications – a global media company and a pioneer in STEM programming – joined forces in 2016 to launch the STEM brand, Discovery #Mindblown, which is deeply rooted in Discovery’s guiding principles of exploration, education and entertainment.

Discovery #Mindblown products have been designed to engage kids with interactive problem-solving, engineering skills and imaginative play, and the STEM products are supported by Discovery’s programming and marketing expertise.

ThreeSixty Group is currently focusing on robotic, build kits, earth science, and construction categories to bring next-level play to a new generation.

New to Discovery #Mindblown this year, is the Dinosaur Construction Set build kit. With 90 pieces to build, it is easy to assemble with the included kid-friendly electric drill, bolts and screws. Kids can create three dinosaurs - Brachiosaurus, T-Rex and Triceratops – and can also mix different coloured pieces to create a new hybrid dinosaur.

Also new to Discovery #Mindblown is the Early Engineers Building Set, with 87 pieces to build many different creations such as a Cyber Bug, K-9 Rover, a Digi-Bull, Spaceship and more.

There are plenty of products suitable for the whole family such as the Snow Making Experiment Kit, Toy Circuitry Action Space Stations, Toy Solar Vehicle Construction Set and Dinosaur Excavation Jumbo Egg. Kids can also watch lifelike jellyfish gently float through a sea of morphing LED lights with the new Kids Jellyfish Lamp - a great way to observe realistic sea life at home.

Redlands Distribution is the exclusive distributor in the UK for Discovery #Mindblown products.

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Special Feature

Coming up from

Yu-Gi-Oh! TCG

Konami Digital Entertainment BV tells Toy World the top 4 reasons retailers and consumers alike should be excited about the Yu-Gi-Oh! TCG in the second half of 2022.

Speed Duel continues to offer new players the perfect introduction Perfect for players new to the Yu-GiOh! TCG, Speed Duel offers an instantly fun and easy-to-learn way into the game.

This specialised version of the TCG also lets fans play as fan-favourite Yu-Gi-Oh! characters, granting them special abilities in Duels.

A collector’s item 20 years in the making - the 2022 Tin of the Pharaoh’s Gods Collector’s tins have been a staple of the Yu-Gi-Oh! TCG since it first came to the West in 2002, and the 2022 Tin of the Pharaoh’s Gods will continue this historic 20-year run in style. The gorgeously golden Mega Set will feature a beautiful hieroglyphic design, embossed and debossed sides, and rimless lids. The 2022 tin will include three extra-large Mega-Packs, with each 18-card pack featuring a stunning Prismatic Secret Rare. The 2022 Tin of the Pharaoh’s Gods will also call back to some of the very first collector’s tins with brand-new artwork for three of the most iconic Yu-Gi-Oh! TCG monsters: BlueEyes White Dragon, Red-Eyes Black Dragon and Dark Magician Girl.

The Speed Duel roster of products is growing considerably. This year has already seen the release of Speed Duel GX: Duel Academy Box, a collector’s set featuring cards and characters from the Yu-Gi-Oh! GX animated series. Soon, Speed Duel GX: Midterm Paradox will expand on it with over 100 cards including four complete Speed Duel Decks ready to play right out of the box. This will be a perfect accompaniment to the Speed Duel GX: Duel Academy Box, and is fantastic to play with on its own too.

No shortage of excellent products to keep Duelists happy The Yu-Gi-Oh! TCG has gone from strength to strength in recent years. A large part its success can be attributed to fan-pleasing packs that have offered new ideas, beautiful designs and strong desirability among players.

The rest of the year will prove no exception. Structure Deck: Legend of the Crystal Beasts will feature a resplendent cover featuring a new form of Rainbow Dragon that can wipe the field in one devastating blow.

Following this up, the Battles of Legend: Crystal Revenge booster set will introduce never-before released cards from the Yu-Gi-Oh! animated series, making it a musthave for longstanding Yu-Gi-Oh! fans.

Elemental Hero accessories to Duel in style with It’s not just cards that comprise the Yu-Gi-Oh! TCG roster of products. Stylish accessories have long been a part of the game. 2022 has already delivered superb cosmetic items, from the cute Kuriboh Kollection to the sophisticatedly classic Albaz – Ecclesia – Tri-Brigade set.

There’s also more to come in 2022, with another set of products harking back to the beloved Yu-Gi-Oh! GX animated series. The Elemental Hero accessories will feature nostalgic artwork that debuted in the Yu-Gi-Oh! GX era and are sure to prove a hit with fans of the anime series.

Duelists looking to explore new strategies should keep an eye on Darkwing Blast. This new launch is set to feature brand-new themes for players to use to their advantage, plus a new version of BlackWinged Dragon that can destroy every card on the field.

The Elemental Hero set of accessories will include a 9-Pocket Duelist Portfolio, Card Sleeves, Card Case and a Game Mat. All are due for release later this year.

All these products are currently scheduled to launch later this year.

Whether it’s new points of entry, unique items to excite collectors or fresh packs to fill portfolios with, the Yu-Gi-Oh! TCG has it covered in 2022 - and then some.

Toy World 72

Feature

Plush

Cuddle squad For a deeply traditional category, Plush has been enjoying its fair share of social media crazes, technological advancements and licensed expansion. Rachael Simpson-Jones finds out how TikTok, the Queen’s Platinum Jubilee and wellness are shaping the sector this year.

I

n previous issues, I’ve talked about the behemoth that is Squishmallows: its huge sales, obsessed fans and cult status have made it a giant in the plush arena. It’s fair to say nothing much has changed: Teresa Carter, of Chocoloons in Coleraine, Co. Londonderry, says fans of all ages love the brand, not just children, noting: “We have teenagers and even university students and adults coming in for Squishmallows.”

Describing the cute and tactile brand as ‘on fire’, and sales as ‘phenomenal’, Holly Oldham, MD UK & Nordics at Jazwares, is clearly very excited for the months ahead as the company prepares to welcome brand-new, never before seen characters alongside fan favourites with a twist. She explains: “We’re aligning our character selections globally for 2023, meaning UK fans will be able to collect the same styles as fans in the US and other international territories. This will bring the global social community together in a big way.”

Social media lies at the heart of Squishmallows’ success, with TikTok and Instagram leading the way in terms of impact, while gaming – an area that’s really starting to mix and merge with the toy space – will also be a focus for the brand moving forward.

Jazwares aims to grow its presence in the metaverse via its Squishmallows Roblox game as well as develop

further gaming offerings for fans of the brand.

Holly adds: “We also have some exciting licensed collaborations launching, which we know our fans will love.”

Licensing continues to make waves in plush, and this year it’s a character from Darkest Peru that’s proving particularly popular according to Anthony Temple, managing director at Rainbow Designs. The company, which bills itself as ‘The Home of Classic Characters’, is seeing success with its Peter Rabbit and Disney’s Winnie the Pooh collections, but is experiencing significant demand for all its Paddington collections - Classic, Paddington for Baby and The Adventures of Paddington.

“Paddington’s visit to Buckingham Palace to have afternoon tea with the Queen, in celebration of her Platinum Jubilee, was obviously the ‘marmalade on the cake’, for this much-loved, kind-hearted bear,” Anthony explains when asked what’s driving sales.

“He is such a firm favourite with the British public that this increased visibility is boosting an already strong year for the brand.”

For the first time ever, Paddington has also joined the heritage plush brand Ty in the form of a Beanie Baby, and later this year he will also appear as a Squish-A-Boo. Ty’s other licensed ranges are also

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expanding with new additions to its Marvel Beanie Babies range, while Marvel also joins the Squish-ABoo line-up, which currently also includes Peppa Pig and Hello Kitty.

When speaking to retailers, Ty is almost always highlighted as a best-selling plush range. According to Ty UK chairman Mark Swallow, the company’s plush toys are a ‘true emotional purchase’. He tells me: “I was talking with a man at a car show a couple of weeks ago, and he confessed to me that while he never goes to a toy shop looking for Ty plush, he always walks out with three or four anyway (for his kids, he said).

We hear this sort of anecdote all the time, yet it’s still an unusual situation. Most consumers head to stores with an objective - a particular toy or game they’re looking for. But all we need to sell our product are people in physical shops.”

Mark adds: “Consumers are watching what they spend at the moment. As Ty has been around since 1986, we’ve seen our fair share of ups and downs, but we know that when times are hard, people will still buy reasonably priced toys. Around 80% of our range sits at a price point between £3-8, making Ty plush a great option for anyone feeling the pinch, but still looking for a pick-me-up or a lovely gift for a child. In a difficult climate such as the current one, our price

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points really drive sales. Then you have the emotional connection to Ty. Parents remember Ty from their own childhoods and want to share their love of our toys with their own kids or young relatives. There’s a lot of appreciation out there for what the brand stands for – affordability and quality.”

Away from the stalwarts, a number of fun new plush toys are coming through for this year. Golden Bear, a specialist in licensed pre-school plush, unveiled (or should that be unrolled) its own-brand interactive plush range Curlimals at Toy Fair 2022. It’s got off to a very strong start – surpassing even MD Barry Hughes’ high expectations. The three Curlimals: Higgle the hedgehog, Bibi the bunny and Blue the badger, are cute woodland creatures that respond to touch with over 50 sounds and reactions. Each has its own unique sounds and phrases to reflect its individual personality, while all three uncurl to play and curl back into a ball to sleep.

“If you were to ask me which new launch I was most excited about this year, it would have to be Curlimals,” enthuses Barry. “I really believe we have brought something new to the table with this brand. We always knew that we’d have a hit on our hands after we saw the reaction from kids during our research.

The internal buzz continued during development and then we had such positive retailer responses during previews and trade show season. But even after all that, Curlimals’ performance has been beyond what we could have predicted.”

Other upcoming new ranges for this year include Fuzzballs from this month’s front cover holder, KAP Toys. The new plush collection, which marks the company's first foray into own-brand toys, is based on the kawaii pet-themed and pop-culture comic from creator Marc Sach. You can read more about this range in our exclusive interview with MD Nat Southworth on pages 134 and 136. Then there’s Happy Line Toys’

Dream Beams, distributed in the UK & Ireland by One For Fun. This plush range makes the most of sensory elements and glow-in-the-dark features so the Dream Beams characters can fulfil their ‘mission’ - to let every child have a good night’s sleep – by providing comfort and relieving stress.

Plush toys are ideally suited to this sort of job, if it can be described as such, owing to their cuddliness and the treasured place they occupy in a child’s life.

It’s therefore no surprise to find other companies tapping into this space. Mood Bears’ range of plush teddies currently offers nine characters based on some of the most common emotions kids deal with on a day-to-day basis: Hope, Angry, Happy, Love, Sad, Calm, Nervous and Silly. Retailers should look out for the gorgeous (and very cuddly) memoryfoam Comfort Bear when he launches later this year.

Flair, meanwhile, has introduced Mindful Lil Minds Breathing Buddy, a sensory feature plush toy designed to educate kids about the importance of creating an everyday meditation practice. The mindful koala ‘breathes’ in and out in time with a guided meditation that can be started by pressing its paw, showing children how they can follow the practice.

Sustainability remains a key consideration in plush too. On page 80 you can read about Sambro’s switch to 100% recycled plush filling in an interview with the company’s new Ethical and Sustainability manager, Lisa Longley. The recycled plush filling is just the beginning of a wide-sweeping series of measures that will see Sambro continue to drive forward its commitment to its Environmental, Social and Governance (ESG) standards. Keel Toys, meanwhile, continues to expand its Keeleco range of 100% recycled plush, which is now some 200 products strong, and Hunter Price has just launched its Eco Planet Pals range. Made from recycled plastic bottles, over 1m bottles have already been re-used within the debut collection. Posh Paws is also making use of

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recycled plastics for its Dinky Dinos collection and its new own-brand range of eco-friendly animal soft toys, Eco Earth. On page 82, you can read an exclusive interview with Posh Paws’ marketing and brand director, Lauren Shipman, about the plush specialist’s 15th anniversary and how it plans to continue its sustainability journey.

Retailers can be assured of plenty of support from this month’s contributors. Jazwares’ Holly Oldham explains that the company is working with its partners to create window displays, incremental space opportunities, in-store merchandising options and bespoke content. Influencers and collectors, meanwhile, continue to fuel ‘Squish hunts’ by filming content in-store as they hunt for their next Squishmallow companion. Holly adds: “To drive collectibility, we refresh UK ranges every quarter to ensure the fans embrace the chase. New squads are launching thick and fast and selling out just as quickly.

We know we have a red-hot brand on our hands and will support retail to ensure we are giving the fans what they want.”

At Ty, one of the most effective ways retailers are supported is with the company’s range of bespoke display stands. Ty aims to create much demanded retail theatre in smaller stores to pull in passing consumers and ramp up the excitement for the toy store experience. A recent example of this is the Midco Toys window display the company installed back in March for owner Dave Middleton, who explained that it was Ty Warner himself who suggested the display: “Ty himself had been reading my LinkedIn posts [about the brand] and said he was impressed with the passion and commitment I showed. He is still very hands-on with the business and, importantly, a tremendous supporter of independent, specialist toy retailers across the globe. He decided he wanted to do something big to show support for what we were doing, so he asked his team in the UK to get in touch to make it happen.”

Ty also offers more than 40 bespoke display units including windmills, buses, carousels, sweet shop displays, tractors, aeroplanes and rockets. Its latest JCB display even has an interactive cab kids can sit in. Mark Swallow notes that as plush appeals to both sexes, keeping displays gender neutral, yet exciting, invites all kids to interact with its toys.

Alongside its retail support, which includes working closely with retailers on in-store parties and events such as its Peter Rabbit display competition - which invites retailers to utilise POS kits to help create in-store or window displays - Rainbow Designs also employs a multi layered, targeted marketing approach, with digital marketing and social media playing a significant role in raising awareness.

“As stores are so much more than just bricks & mortar nowadays, we’ve invested extensively in supporting our lines digitally with optimised copy, creative photography and engaging video content,” says Rainbow MD Anthony Temple. “We use our social media channels to help support our retailer’s digital activity, as well as strategic influencer campaigns and collaborations, to showcase our products in use to potential buyers - and being enjoyed by the children we have created them for.”

The importance of plush to kids is undeniable, and it’s clear that there’s plenty of new options on the way for this year, much to the delight of customers and retailers alike. Chocoloons Teresa Carter adds: “I think soft toys are a toy shop’s bread and butter - it’s amazing how many kids collect them throughout their childhoods.”

Over the coming pages, Toy World brings you the latest cute and cuddly characters set to become kids’ best friends this year.

Company Profile

Sambro

Fresh thinking at

Sambro In April, Sambro announced the appointment of Lisa Longley to the newly created role of Ethical and Sustainability manager, reflecting a wider company drive towards a more sustainable future. Rachael Simpson-Jones caught up with Lisa to find out what changes have been made so far.

W W

hen I joined the toy industry a little over five years ago, there didn’t seem to be many conversations happening regarding sustainability or the environmental impact of toy production. Now it often seems like it’s all anyone can talk about. Sambro is one company making major strides in its this area, and Lisa is on board to oversee the implementation of a new sustainability programme, as well as manage the ethical compliance of the company’s supply base. Lisa’s background is in textiles and fashion, but her experience means she’s been able to implement big changes at Sambro from the word go.

For Lisa, tackling Sambro’s plush portfolio has been an obvious and very successful jumping off point. As announced in June, Sambro has made the switch to recycled filling across its entire plush range, slashing the need for virgin polyester production and diverting single use plastic from landfills. The filling used in each toy is made from 100% recycled postconsumer plastic, coming mostly from plastic bottles and developed in line with Global Recycle Standard guidelines.

The recycled plush filling is just the beginning of a wide-sweeping series of measures that will see Sambro continue to drive forward its commitment to its Environmental, Social and Governance (ESG) standards. Other consumer facing sustainability steps include a move towards plastic free packaging.

As an FSC (Forestry Stewardship Council) certified company, Sambro’s plastic-free packaging claims are backed by the necessary evidence to show the company is moving in the right direction. The team will work with its vendors to implement this across all ranges by the end of Q1 2023, ensuring as many items as possible are housed in plastic free, FSC certified packaging.

“Recently, we had a call with a major licensor that

would like all licensees to move to 100% plasticfree packaging,” Lisa tells me. “The question in any situation like this is always: ‘Is that change pushing the environmental impact into other areas, and what does that mean?’ Yes, paper is easier to recycle at the consumer end, and degrades, unlike plastic – but as a responsible company, we need to ensure that the trees being used to produce the paper and card are coming from renewable, sustainable and well managed forestry, otherwise any claim regarding ‘eco-friendliness’ quickly falls down.”

I asked why Sambro has decided to implement a new sustainability programme? Lisa tells me it was simply ‘the right thing to do’. She also points out that today’s kids are actively learning about, and engaging in, issues surrounding environmental protection, responsible citizenship and sustainability, meaning that as consumers, they want to see the toys they buy becoming better for the planet and its inhabitants.

Another facet of Lisa’s role is overseeing the S and G in ESG (social and governance). One of the first tasks following her appointment was to create an ESG committee and draw up a policy with clear objectives.

These include safeguarding the health, wellbeing and safety of Sambro employees, and keeping a watchful eye on the 62 Chinese factories that produce Sambro’s toys. The company’s strategy encompasses its entire supply chain, meaning its factories must be audited by an independent third party to ensure their workers’ rights and environmental compliance policies align with Sambro’s goals and its commitment to both planetary and human stewardship.

Throughout our conversation, Lisa is considered and careful in how she words things - with good reason. The term ‘greenwashing’ is everywhere right now; the practice of making an unsubstantiated or misleading claim about the environmental benefits of a product, service, technology or company practice.

Sambro is not about to engage in it, that much is clear.

I asked what Sambro’s long-term goals are: whether it was aiming to be carbon neutral by a certain date, or whether it would ultimately be producing 100% recycled toys in 100% plastic-free packaging?

“It’s far more important to us that the changes we make are positive, backed by certification and/or

Toy World 78

data we can produce on demand, and maintainable (or improvable) in the long term,” Lisa explains. “No one will be able to accuse Sambro of greenwashing because everything we’re doing has involved digging down into the minutiae to expose exactly what impact it will have. For example, the steps we’ve taken so far have resulted in a -18% reduction in company carbon emissions, from our baseline year of 2019. This is quantifiable and provable, and something we’re very proud of.”

In line with this stance, you won’t hear Lisa refer to Sambro’s toys using terms such as ‘sustainable’ or ‘eco-friendly’. Instead, the message is that they are more sustainable, or better for the environment, than toys made with filling derived from virgin plastics, for example. If perfection is difficult to reach – and let’s be honest, it is – then the next best thing is to try as hard as you can to get as close to it as possible.

Lisa’s work has only just begun, with Sambro continuing to explore all other areas in which small changes could make a big difference. Of particular interest are the opportunities presented by FSCcertified wooden toys. Sambro is also looking at sugar cane plastic as a possibility, one of the less commonly used materials for toys.

In addition to its plastic-free packaging goals, Sambro is exploring new ways to help consumers deal with packaging in the best way possible. Many single use poly bags will be replaced with zip-lock bags that can be used for storage of smaller toys, and QR codes will begin to feature on all packaging that will link to online guides which show consumers how their packaging should be recycled, or even, eventually, the toy itself once it reaches the end of its life.

For retail, Sambro has also created new on-pack snipes (pictured) that clearly highlight the use of materials that have a lesser impact on the environment. These are simple and easy to understand, meaning retailers have the opportunity to sell the positive story that goes with them, while consumers can make informed purchasing decisions based on clear, trustworthy information.

UK’s No.1 Plush Brand

Ty, the UK’s No 1 plush brand is excited to welcome the newest addition to the family: Squish-a-boos! Made from colourful, cosy fabric, Squish-a-Boos are available in a larger size of many of your favourite Beanie Boos plush characters and includes the official Ty Heart with name, birthday, and poem.

Get in touch with us: E: Sales@tyuk.co.uk T: 02393 876 600

Company Profile

Posh Paws

Paws

for thought

As plush supplier Posh Paws celebrates its 15th anniversary, Sam Giltrow catches up with marketing and brand director Lauren Shipman to find out how the company has changed and where it is heading.

How has Posh Paws has changed and developed as a company over the past 15 years?

Posh Paws has continued to grow and evolve with the changing retail landscape over the past 15 years, including looking at new ways to present our ranges during the pandemic when customers could rarely touch and feel our products, and consumers were switching their buying habits to online purchases.

We started out in 2007 as a predominantly nonbranded plush supplier, and within a couple of years were making significant leaps into the licensing world by securing new and exciting licensed brands from Universal and Disney. For many years we focused on TV and movie character licences, which we still recognise as an important part of our business.

However, we have also expanded our portfolio into non-character brands, such as our Swizzels project, which has really moved Posh Paws into the gift space over the past three years and continues to deliver great numbers for us.

In terms of people, our biggest investment has been with our in-house design team, where we are now seeing success with own brand ranges. We are committed to building this side of our portfolio, coming up with new and exciting products that consumers want to pick up. We are also focused on

price points that ensure the customers get quality at an affordable price.

Whilst there have been many changes over the years, one thing that has not changed is our dedication to deliver plush products into the market that have a superior quality, with support from an excellent customer services team.

us to have a more diverse portfolio that encapsulates a broader demographic than we previously had. We look at everything from TV and film to gaming, household brands, sport and celebrity.

How has the plush market evolved over the years?

We are enjoying a fantastic year this year with some major movie and TV launches including Jurassic World Dominion and Minions: The Rise of Gru. We have more licensed properties launching later this year with the likes of Gabby’s Dollhouse, ET and new product in our Jurassic World franchise range. In addition, we have some big launches from our own brand portfolio, which we have great distribution for across UK and within Europe, in the lead up to Christmas. It’s shaping up to be a very busy year for us and we are really excited about what we’ve got coming up as we head into 2023.

The plush market has had to diversify, just as other categories have. Changing purchasing habits, with the move into online, coupled with economic shifts, means that the category has seen some peaks and troughs. We are pleased though that the licensed plush category is seeing increased sales (as per NPD) and is in great position to capitalise on this heightened demand.

For the UK in particular, the cost of living is going to have an impact in the immediate future, so we are consciously looking at retail price points and working on products that will be affordable in the months to come. The Plush category is resilient and has the ability to stand the test of the time, as well as be a leading and trending category. It is up to us to now stay ahead of those trends but also deliver products that are suitable for tomorrow’s consumer.

What do you look for when adding new licences to your portfolio?

Our approach to licences has changed over the last few years. We have widened our approach as trends have evolved - you have to move forward otherwise you will be left behind. We now look at much broader licensed categories and have adopted a design-led approach with brands that may not at first appear to be a natural fit for plush. The wider approach allows

Toy World 80

How has 2022 been so far for Posh Paws and what can we expect for the rest of 2022?

How do you think Posh Paws will evolve in the next few years – what changes will we see?

Sustainability is a hot topic. We have already committed to include recycled PET stuffing in all our product, not only across Posh Paws but in our sister company Whitehouse Leisure; this is across the whole portfolio and will easily add up to millions of plushies making this shift. We continue our commitment to reducing packaging waste and ensuring little or no plastics are used for the packaging on our goods.

We are also making strides to move our own brand products to 100% recycled PET outer and inner materials, and we hope to be in a position to make this a reality across as many of our ranges as possible over the next few years.

Plush

VTech 01235 546 810 | www.vtech.co.uk One of VTech’s most popular feature plush is Myla the Blush and Bloom Unicorn. Myla’s magic wand allows kids to become a stylist; kids simply select any colour by pressing the button on her wand and apply it magically to her horn, eyes and wings, then watch in amazement as they light up in that colour. They can also make Myla even more beautiful by brushing her mane or adding clips to her hair. Blowing a kiss to Myla makes the flower light up while playing music causes her to dance and glow.

Hope the Hero Husky has a lot to say, but her barks need translating with the magic stethoscope.

When kids hold the stethoscope to her chest, they’ll be able to understand what it is she wants or needs them to do. Hope talks, moves and makes different sounds to let kids know if she’s hungry, has a cold or fever, has hurt her leg or feels itchy. The fun accessories - a syringe, thermometer, bandage, bone treat and recovery collar - along with seven buttons and sensors mean kids can make sure Hope gets what she needs.

Continuing their success from previous years, Myla the Blush and Bloom Unicorn and Hope the Hero Husky will be TV advertised from August and will continue to run throughout peak season.

Targeting both children and parents, the TV advert will be on linear TV and Video on Demand and will also form part of the Tiny Pop Sponsorship for the last three months of the year.

Autumn/winter 2022 will see a new addition to the feature plush range, DJ Beat Boxer.

Kids can stroke and play music, scratch the pup’s head, bop its nose and press the light up headphones to add layers of sounds to the music. The head will bop along whilst the jowls move to the beat. DJ Beat Boxer can mix, beatbox and snuggle with five interactive touchpads. Kids can record their own voice into DJ’s ear and listen as it is mixed with the track. Also forming part of the Tiny Pop sponsorship from October to December, DJ Beat Boxer will benefit from a full media campaign including linear TV, Video on Demand, video pre-roll and skippable adverts on YouTube plus influencer-lead content for social channels.

Flair GP 020 8643 0320 | www.flairplc.co.uk | sales@flairplc.co.uk Wild Alive is an all-new collection of cute, soft and cuddly, photo-real printed plush animals. There are eight different characters to collect, each made with extra soft and bouncy material for maximum cuddling. Available in three sizes – 3”, 5” and 12” - designs include a hedgehog, snow leopard, koala, Yorkshire terrier and more.

Mindful Lil Minds Breathing Buddy is a sensory feature plush toy designed to educate kids about the importance of creating an everyday meditation practice. This soft and cuddly koala toy will help young children become more present by offering them strategies to manage their emotions in stressful situations.

Kids can press the koala’s paw to begin a five-minute guided meditation, the perfect amount of time to allow the child to calm down without them losing interest. This plush pal also breathes with the child: its belly expands and retracts in time with the guided meditation, showing children how they can follow the practice. Its eucalyptus smell has soothing aromatherapy properties, and it has a weighted beaded bottom to make it cuddlier and even more comforting.

The Magic Dreamlight is a beautiful plush unicorn toy which little ones can snuggle up to. This soft sleeping companion is ideal for both bedtime and playtime. At bedtime, cuddling this unicorn toy helps kids relax and prepares them for a sound night’s sleep. Parents and caregivers simply turn on the Dreamlight to start the soothing music and accompanying soft, colour-changing lights which automatically switch off after 30 minutes.

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Plush

Rainbow Designs 01329 227 300 | www.rainbowdesigns.co.uk Rainbow Designs has been inspiring kids for over 50 years by developing and creating high quality, joyful soft toys based on some of the most beloved story book characters in the world. These include Peter Rabbit, Paddington Bear and Disney’s Winnie the Pooh.

New to Rainbow Designs’ award-winning Classic Pooh Hundred Acre Wood collection, and joining the best-selling Cuddly Winnie the Pooh soft toy, are new 25cm versions of Pooh’s best friends. The super-soft Cuddly Eeyore, Piglet and Tigger toys - inspired by A.A Milne’s Tales from Hundred Acre Wood – make perfect playtime, story time and bedtime companions for any young fan of Winnie the Pooh and his friends.

Rainbow’s popular Adventures of Paddington toy range features three adorable plush toys including the Talking Paddington soft toy with five phrases. Kids can press Paddington’s tummy to hear him say ‘Where’s my marmalade sandwich?’ and ‘I wonder what adventures I shall have today?’. The soft and cuddly Deluxe Paddington soft toy wears his famous duffle coat with real toggles. The coat can be removed for extra play value.

Exciting new additions to Rainbow’s ever-popular Peter Rabbit range this summer, the Playtime Peter Rabbit and Flopsy soft toys are available in both 16cm and 24cm sizes.

Suitable from birth, they make wonderful playtime friends for inquisitive youngsters.

Two new stylish friends have joined Peter Rabbit and Flopsy Bunny in the exquisite Signature Collection. The luxury soft toys of the dapper Mr Toad and Jeremy Fisher make perfect keepsake gifts for any fan of the Beatrix Potter tales.

Other Rainbow Designs plush collections include Paddington Bear Peter Rabbit, Disney’s Winnie the Pooh, The Very Hungry Caterpillar, Guess How Much I Love You, Elmer, Spot the Dog, Miffy, That’s Not My..., Snoopy, We’re Going on a Bear Hunt, and The Snowman and The Snowdog.

Hunter Price International 0161 653 1306 | www.hunterprice.co.uk | sales@hunterprice.co.uk Eco Planet Pals, a new plush brand with purpose, has been launched

by Hunter Price International as the company strives to deliver on its sustainability goals.

All products are made from recycled plastic bottles, with the brand aiming to be a 'gentle introduction to how we can be kinder to each other and the world around us'. Eco Planet Pals has a strong yet simple educational message about how products can be recycled and reused. To date, over 1m bottles have already been re-used within the debut collection.

For the brand-new plush collection, which is available now, Hunter Price has established four key themes; Underwater, Safari, Woodland and Arctic.

Via its packaging and marketing strategy, Hunter Price will bring the brand to life with creative and educational content which compliments the themed plush characters. Kids can choose from characters including an elephant, giraffe, penguin and whale, as well as Hugo the bear. All the packaging will be FSC accredited and will contain key messages about the characters, which will help engage and educate consumers on caring for the planet.

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Adorable Characters ...simply irresistible!

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New for AW22 with h eavy wei ght Check out our full range! www.goldenbeartoys.co.uk Tel: 01952 608308 customerservice@goldenbeartoys.co.uk

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Plush

Spin Master

01628 535 000 | www.spinmastertoys.co.uk There’s a great selection of plush toys on offer from Spin Master Gund this season, including stylish options from P.Lushes plus pre-school favourites Flappy and Kissy.

Already popular with budding style icons, P.Lushes Pets are an ideal pocket money option for children aged five and over. These designer plushies from all around the world love to look their best. The stylish squad of fashionistas serve chic with a sprinkle of attitude and a whole lot of glitter, while luxury fabrics and sparkling collars enhance their on-trend looks. Kids can collect them all, including the Limited Edition and Special Edition rare plush.

Spin Master offers an adorable selection of soft toys for pre-schoolers from the 124-year-old plush company, Gund. Guaranteed to deliver unparalleled huggability, smiles and a plush friend for life, Gund toys are perfect for new parents and their little ones.

Gund’s Kissy the Penguin is packed with cute features including interactive song and game modes that teach children how to blow kisses. This animated plush is made from a soft huggable material and is a firm favourite with consumers due to its beautiful styling. Flappy The Elephant, meanwhile, can play peek-a-boo and move its ears in time to the music. Flappy has embroidered features, soft limbs and a huggable body making it safe for children of all ages, right from birth.

Cozy Time 01905 820 088 | david@cozy-time.co.uk | www.cozy-time.co.uk This year marks the 10th anniversary of Cozy Time. For the past decade, the company has supplied toy shops, garden centres, gift shops, department stores and leisure outlets with unique, fun, affordable products that delight both children and adults with their innovation, quality and warmth.

In recognition of its 10th anniversary, Cozy Time has launched a selection of new product ranges. Blanket Pals are cute 3-in-1 cute plush animals that will keeps kids comfy and cosy when at home or travelling. Blanket Pals can be used in different ways: kids can cuddle up to them, warm their hands inside them, or unzip them to reveal a soft blanket to snuggle up with.

There are four new Cozy Cushies animals to choose from. These large 50x40cm cushions offer back support whilst kids watch TV or listen to music and will look great in any bedroom. Cozy Cuddlers, meanwhile, are squishable, squashable, squeezable characters made from soft bounce-back fibre. With their unique properties, bold colours and friendly faces, these plush companions offer children hours of fun.

Rainbow Zoo and Paw Pet puppets also provide plenty of entertainment.

Kids can use the fun characters to role-play with friends and family whilst improving their coordination, communication and confidence. Pom Pet animal keychains/finger puppets are dinky versions of Cozy Time’s popular giant Handwarmers. Kids can collect them all, attach them to school bags or clothing, or create their own miniature puppet show.

Perfect for wrapping around kids’ shoulders or backs to keep them warm during cold weather, or when they’re poorly, the Long Animal Hot Water Bottles are available in striking packaging and make an ideal gift. Cozy Warmers are fully microwaveable plush animals that only take a minute to heat up. Once heated, they provide warmth, comfort and sweet dreams at bedtime. Treated millet seed filling holds the heat and dried lavender provides a subtle, soothing fragrance.

In addition to the above, Cozy Time has expanded its ever-popular range of Giant Handwarmers to more than 30 characters, each designed to bring comfort and warmth to both children and adults. These products are even being used by people with arthritis, dementia and Raynaud’s syndrome.

Cozy Time is offering a 10% discount off its trade price list on all orders placed before the end of August with code CTX822.

Toy World 86

Plush

Happy Line Toys 0141 613 2525 sales@oneforfun.com www.dream-beams.com

Happy Line Toys presents Dream Beams, a new world of loveable, huggable plush that the company says will ‘light-up children’s imaginations by day and their bedrooms by night’.

Dream Beams are the cutest, chunkiest besties that a child could ever ‘squish’ for. Hailing from a magical place called Dream Beams World, which is full of colour, hope and happiness, each character has a special talent, its own personality and glow-in-the-dark features. United by a single mission - to let every child have a good night’s sleep - the Dreams beams use their cuddliness and glow-in-the-dark features to relieve stress and comfort kids.

New Dream Beams discoveries will launch at regular intervals, bringing fans 10 new soft and squishy characters to collect in each wave. The third Dreamscovery will reveal the new Beach theme. All Dream Beams characters come in a standard 18cm size, with some also available in a special 30cm option.

This autumn welcomes even more ways to collect Dream Beams with the introduction of Dream Mystery, a range of Dream Beams Mini Surprise Collectibles. These special 9cm plushie characters will be packaged in blind bags for an exciting surprise reveal.

Dream Beams benefits from the support of a full marketing programme and a growing digital presence. Fans can immerse themselves in the brand via social media and an all-new interactive website with mini-games and downloadable colouring sheets to enjoy. Visit dream-beams.com to discover more.

Dream Beams is distributed by One For Fun, which can be contacted using the details above.

Posh Paws 01268 567317 | www.poshpawsinternational.co.uk | sales@poshpawsinternational.co.uk Posh Paws continues to be a one-stop-supplier for licensed soft toys.

Kids and parents have been tuning into Gabby’s Dollhouse, the latest pre-school hit from DreamWorks animation. Posh Paws is excited to launch its new soft toys in September. Perfect for Christmas gifting, the company has brought Gabby and her host of six feline friends to life with a soft and cuddly range of 10” plush characters and an assortment of smaller 7” characters in a bright and eye-catching CDU. 2022 is the year of the movie licensed toy, according to NPD, and this is very much the case at Posh Paws, with new Jurassic World Dominion and Minions 2: The Rise of Gru soft toys on the way. New to the Jurassic World range in September is the mini 6” Dino Egg Assortment featuring four cute and collectible dinosaurs, each packaged in its own branded egg. New dinosaurs will be added regularly to ensure even more collectability and freshness are added to the range. Posh Paws is also releasing larger 18” versions of its best-selling Baby Blue Velociraptor and T-Rex soft toys. Both will make great Christmas gifts.

This month, Posh Paws will be releasing the first of its new Squashy Podgies licensed soft toys. The range will include characters from Universal’s Summer blockbuster movies Jurassic World and Minions, as well as pre-school favourite Sesame Street. This format will extend later in the year to include DreamWorks classic characters from franchises such as How to Train Your Dragon, Shrek and Kung Fu Panda. The Universal squashy plush have their own special features, such as glow-in-the-dark elements for the Jurassic dinosaurs or scented beans, in flavours such as banana, for the loveable Minions.

Dinosaurs continue to trend highly with kids across toys and apparel and Posh Paws has launched its new own-brand Dinky Dinos soft toys. These brightly coloured, cuddly and super-soft toys have been specially designed to appeal to both boys and girls with their on-trend, gender natural colours. Available in 10” and 5” sizes, dinosaur fans can choose from a T-Rex, Triceratops, Brontosaurus and Pterodactyl. Dinky Dinos offers great value and is a quality line perfect for enhancing existing dinosaur ranges.

They are also made using 100% recycled stuffing and hang-tags.

Eco Earth is Posh Paws’ new own-brand range of eco-friendly animal soft toys. This extensive range of plush animals has been made using stuffing and outer fabrics created from 100% recycled plastics, 100% recycled cardboard hang-tags and string fastenings, and soy-based inks for printing. The new range includes 24 animals in 12” sizes and 18 smaller versions that are available as 6” animals, across the themes of Woodland Animals, Around the World, Out of Africa and Arctic Animals.

Ideal for tween, teen and adult gifting, Posh Paws has added several new Swizzels Love Hearts plush gifts to its best-selling collection. Each Love Hearts character has its own message embroidered to a Love Hearts sweet specific to that character: Frankie the Football with his ‘Greatest of All Time’ message (perfect for World Cup season), Felicity Flowerpot with ‘Blooming Amazing’, Bob the Burger with ‘You’re Bun in a Million’, and Laura the Latte with her ‘I Love You A Latte’ coffee cup. Seasonal Christmas lines are also available.

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Designed in Japan, Club Mocchi- Mocchi- are super soft and huggable pillow toys. Unlike other ordinary plush toys, these high quality collectible plush pillows have a unique squishy texture and are super soft to touch. This premium plush range features fan-favourite characters from the beloved video games and anime series!

• Super Soft •

• Super Squishy •

• From Junior to Jumbo •

• Super Huggable •

• Fan Favourite Licences •

• New for AW22 •

Call 01392 281927 Email UKcustomerservices@tomy.com UK.tomy.com Super Mario TM & © Nintendo.

Mario Kart TM & © Nintendo.

Naruto ©2002 MASASHI KISHIMOTO/ 2007 SHIPPUDEN All Rights Reserved.

Sonic ©SEGA Kirby ©Nintendo / HAL Laboratory, Inc. Animal Crossing TM & © Nintendo.

Transformers © 2022 Hasbro. All Rights Reserved.

Power Rangers © 2022 Hasbro. All Rights Reserved.

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Jazwares 020 3598 5119 | www.jazwares.com

Squishmallows is a global plush toy sensation, capturing imaginations across generations and serving as a mascot for millions of fans. Some of the world's biggest influencers and pop-culture icons are Squishmallows fans, with organic social shout-outs from Kim and Khloe Kardashian, Lady Gaga and more. Squishmallows’ impressive virality on social media and the brand’s passionate community of fans have helped increase its popularity among young adults, with 7b video views on TikTok and @squishmallows (and related hashtags) tagged in more than 1m Instagram posts. Squishmallows social media channels have ballooned to more than 934,000 followers, and nearly 100 global and local Facebook fan groups have been created. Squishmallows has also taken the Metaverse by storm: in just over four months; Squishmallows on Roblox has reached 14m play sessions, 50,000 group members, 3.7m registered unique users, a massive 1.5m monthly active user base and a 90% positive rating from players.

2023 will see over 250 new Squishmallows styles launch in the UK. The line covers a broad range of scales, including 7.5”, 12”, 16” and 20”, at a variety of price points. New additions include Junie the Banana; the ultimate fan Mallow Safa the Puffer Fish and the megasized 20” scale Dottie the Sea Slug. A refresh of the ever-popular Flip-A-Mallows will allow fans to flip between quirky characters such as Gideon the Guacamole and Austin the Avocado. An updated 3.5” scale clip-on range will also be available at an affordable pocket money price point. This range will include fan favourites like Joelle the Bigfoot and new character Lune the Loch Ness Monster. Fans can also expect exciting new licensed Squishmallows drops from some of the hottest brands on the planet.

In Squishville by Original Squishmallows, the spring/summer 2023 range centres around a Summer Holiday theme. The collectible line encourages kids to dive deeper into themed play with an array of 2” Squishmallows, vehicles and play sets. A viral sensation in its own right, with over 20m views on TikTok, the range appeals to the key target audience of girls 4-9 but also captivates the Squishmallows collectors’ market, with the multipacks in particular becoming chase items for the community.

Spring/summer 2023 welcomes new 2” Squishville Blinds with on-trend summer-themed fashions, bucket hats, over-sized sunglasses and more. The vehicles allow the Squishmallows to travel around Squishville in their choice of Jet Ski, Sailing Boats and Floaties. Six new Accessory Sets will launch in spring/summer, one of which sees Danielito the Cat dress up as a shark in a bikini. Eight new Multipacks will include the sought-after Udderly Sweet Squad. The Deluxe Play Scenes offer up exciting summerthemed locations including the Boardwalk, the Surf Shack and the Squishville Yacht, whilst the Blue Seas Inn large play set with Cabana, lounger and floatie is the perfect Squishmallows holiday destination.

Jazwares also welcomes new styles to its popular pocket money range Petooties and is very excited to be introducing brand new and exciting developments from the Russ brand next year.

Mattel 01628 500 000 | www.mattel.com Mattel presents an impressive range of plush toys in 2022, with new and exciting licensed ranges from popular brands Winnie the Pooh, Star Wars, Marvel and Minecraft on the way.

Disney fans will love the new plush figures inspired by their favourite characters, including Winnie the Pooh and Tigger. The Disney Winnie the Pooh Your Friend Feature Plush are 12” tall and are made with premium fabrics, making them soft to hold and snuggle. Fun features bring the classic characters to life: squeeze the plush toy's hand to see them walk or bounce as they wiggle their head and arms. As the Winnie the Pooh plush figure walks and Tigger bounces, they'll sing or speak familiar tunes and phrases. Winnie the Pooh fans can pick a favourite or collect them both.

Mattel is also swinging into the world of superheroes with the Marvel City Swinging Spider-man Plush.

The 11” soft figure comes to life with lights and sounds when the web handles are pulled from his hands at the same time. Pulling just one makes him kick his opposite leg in a dynamic web-swinging pose. The action is accompanied by light-up eyes and wise-cracking phrases such as ‘Friendly neighborhood Spider-Man comin' through’. The soft superhero plush toy makes a great gift for collectors and fans of Spider-Man and the Marvel universe.

Perfect for fans of The Mandalorian, Mattel offers a wide range of Grogu-inspired plush toys that will capture the attention of Star Wars fans everywhere. Otherwise known as The Child, Mattel’s licensed plush line is inspired by the adorable Grogu with his green skin, big ears and adorable large eyes. The range includes The Child 11” Plush Figure, which has a soft body plus a sturdy base filled with beans, perfect for both cuddling or displaying as a collectible. Also in the range is the Star Wars Squeeze & Blink Grogu plush which features movement and sounds inspired by the beloved character.

Minecraft fans can also enjoy snuggles and stories with Minecraft 8” plush figures inspired by favourite characters from the video game universe. Each soft doll is 8” tall and wear its iconic costume so it’s easily recognizable.

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One For Fun 0141 613 2525 | www.oneforfun.com | sales@oneforfun.com Tobar’s award winning Animigos range continues to grow with the addition of future family favourites such as the Flipping Panda, the Walking Cockapoo with lead, the Walking Maltese dog and the Walking Elephant.

The award-winning Animigos World of Nature range has received much praise for its lifelike depiction of the world’s animals in plush form. This year sees the introduction of a Koala and her cub, a hanging Lemur, a hanging Sloth and hanging Chimpanzee. Other additions include a non-animated Cockapoo puppy, a Westie, a small Rat with a squeak, a small Budgie, a rare Red Panda and a cute black and white Guinea Pig. From domestic to exotic and everything in between, the Animigos range has it covered.

Poppy the Booty Shakin’Pug from Zuru’s Pets Alive range caused a stir at the start of the year and is proving to be very popular. The cute canine twirls her head and shakes her booty, guaranteed to make kids (and adults) smile.

The new glow-in-the-dark plush range Dream Beams, from Happy Line Toys, comprises cute plush characters with an added element of collectability thanks to the inclusion of imaginative back stories from the Dream Beams World, where everyone is special. Each Dream Beam character that lives in Dream Beams World has its own personality and is designed to be a cuddly companion day or night with their unique glow-in-the-dark capability.

Every Dream Beam also has its own talents, such as singing, dancing and swimming. Some of the Dream Beams even have superpowers. Friendly and supportive of each other in different ways, all the Dream Beams share the same mission: to let every child have a good night’s sleep and sweet dreams. They do this by providing emotional support and an opportunity to release stress by engaging in a multi-sensory experience by cuddling, squeezing and enjoying the glow-in-the-dark feature. Dream Beams World is an amazing place full of storytelling, allowing the brand to develop innovative new products and experiences that will keep up with trends and meet consumer needs.

Each new wave of characters is related to existing ones within Dream Beams World, ensuring continuity, and there are 10 soft and squishy Dream Beams characters to collect in every Dreamscovery. The launch collection includes Dana the Dinosaur, Lola the Ladybug and Nickie the Narwhal, among others. All Dream Beams characters come in the standard 18cm size while some are also available in a special 30cm option. Mini collectibles will become available later in the year.

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Keel Toys Limited 01233 506363 | sales@keeltoys.com | www.keeltoys.com

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Keel Toys is celebrating its 75th anniversary in 2022 and the company’s ongoing commitment to creating a sustainable future has never been more important.

In 2020, Keel Toys designed and launched Keeleco, a 100% recycled range of soft toys. These beautiful eco-friendly plush are manufactured and filled with 100% recycled polyester made from plastic waste. This process gives plastic a second life and uses less energy to produce than virgin polyester. For example, 10 x 500ml water bottles will produce enough fibre to make an 18cm toy. The iconic Keel logo and hangtag are now made from FSC card and attached to the toy with cotton, and even the shipping cartons are recycled. All toys are manufactured to the highest standards in an ICTI ethically audited factory.

Keel Toys has announced that just two and half years after launching Keeleco, it has recycled the equivalent of more than 25m water bottles as part of the manufacturing of the range. The company can now offer its business partners a complete sustainable soft toy collection including Wild, Farm, Sealife, Dinosaurs, Teddy Bears, Nursery and Seasonal themes, plus a new Fashion range, Keeleco Adoptable World.

Having originally started with the Wild, Farm and Sealife ranges, Keeleco has been extended to over 200 products making it the most comprehensive eco collection available. New additions include a colourful family of Snakes plus uniquely patterned, super soft Octopus and Starfish. Each and every Keeleco toy is exquisitely designed, and Keel’s best-selling Dinosaurs are no exception, featuring beautifully textured exclusive fabrics and embroideries. New arrivals include the impressive Pterodactyl and Velociraptor.

Keeleco Baby launched in 2021 and was an instant success. The new Unicorn, Puppy and Traditional Bears & Bunnies have recently joined the cute original Koala, Giraffe, Zebra and Lamb plush toys. To convey their eco-friendly benefits, all are clearly labelled with the sustainability message and offered with a variety of retail and POS solutions.

Keeleco Adoptable World is the newest segment of the Keel Toys sustainable soft toy range and the first fashion eco soft toy. The collection now features 14 adorable animals just waiting to be adopted by a loving new owner. A key feature of the range is the luggage label tag sewn to the toy, which depicts sustainable world travel by sailing boat, hot air balloon and bicycle. New characters later in 2022 include a Dinosaur and a cute Red Panda.

Keel Toys’ commitment to expanding the Keeleco collection will continue throughout 2022 into 2023 and beyond. The company’s UK-based design team is already working on numerous new Keeleco products and collections to reinforce its position as the No. 1 sustainable soft toy supplier in the market.

Keel Toys will be showcasing its latest ranges and an exclusive 2023 preview at the Autumn Fair, , Stand 20D40-E41.

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Golden Bear Toys 01952 608 308 | www.goldenbeartoys.com customerservices@goldenbeartoys.co.uk Golden Bear continues to invest in its core plush toys offering.

This year has so far seen further growth and development within the company’s own-IP ranges, which sit alongside its strong portfolio of licensed soft toys.

With early sales already surpassing initial targets, Curlimals is the company’s latest plush IP and offers a range of entry-level animatronic soft toys to the Interactive Plush sub-category.

These cute and cuddly woodland creatures respond to touch with over 50 sounds and reactions. The initial range comprises three colourful characters, each with unique sounds and phrases that reflect their individual personalities. Higgle the hedgehog, Bibi the bunny and Blue the badger can all be activated with a gentle stroke on the head. They respond to the attention they are given, uncurling to talk, giggle, sneeze and even sing or burp. Once they tire, they curl up into a ball and snore softly.

A dedicated website (www.curlimalstoys.com) has also been created to provide content and activities, further engaging children with the characters, nature and wildlife, and enhancing the overall brand experience. Robust marketing plans are also in place including TVCs, Pop and Tiny Pop channel sponsorship, top-tier influencer campaigns, and ongoing digital, social and PR outreach.

The award-winning plush IP Windy Bums now welcomes two new characters: Donkey and Pig. This fun, giggling, trumping plush range already includes the popular Unicorn, Monkey and Panda, with each providing cheeky fun for all ages. Windy Bums characters are cute and cuddly, but they make trumping sounds while giggling and moving across the floor when their bums are tapped.

Continuing its long-term licensed partnerships, Golden Bear has introduced new lines to its Hey Duggee, Bing and In the Night Garden plush ranges. Twelve months since the company implemented its two-year staged plan to convert its entire plush range to recycled polyester, this process is now complete for its Hey Duggee plush portfolio. Golden Bear has been using recycled PET (rPET) plastic bottles for product stuffing for several years and is now using 100% recycled post-consumer PET plastic for the outer fabric.

The hero SKU for autumn/winter 2022 is the Hey Duggee Explore & Snore Camping with Duggee, a reversible, electronic plush featuring Duggee in two different outfits.

Duggee’s hiking gear transforms into his sleeping bag with just a simple adjustment of his backpack, and he says phrases depending on what outfit he’s in. Free content can be downloaded by scanning the exclusive on-pack QR code, including recycling tips, activities, badges and craft ideas.

Suitable for ages 10 months+, the Bing & Biteysaurus soft toy talks and comes complete with Bing in a dress-up costume that matches his toy dinosaur, Biteysaurus. The cuddly Bing Soft Toy range offers a collection of super-soft characters complete with embroidered facial detailing and fun crinkle ears. A Jumbo Huggable Bing, Talking Flop and Talking Sula Soft Toy are also available.

Fifteen years since In the Night Garden first aired, Golden Bear expands its range with the Igglepiggle Super Soft Blankie Bundle, a cuddly Igglepiggle with detachable comfort blanket for little ones to snuggle up with during naps or at bedtime. When not in use, the blanket attaches back to Igglepiggle using Velcro, leaving him snuggled up and ready for children to carry with them.

Vivid Goliath 01483 449944 | www.vividtoysandgames.co.uk Vivid Goliath continues to introduce both innovation and bestsellers to the plush category. The company’s longstanding interactive plush brand Animagic continues to perform well, giving children the opportunity to experience all the love and fun of a pet without any of the mess. Waggles My Wigglin’ Walkin’ Pup enters its successful fourth year following a sell-out 2021, and sales show no signs of slowing down. Just like a real sausage dog, Waggles wiggles his bum and his tail and makes cute barking sound effects.

Sustainability is at the forefront of Recyclings, a spring/summer 2022 introduction to the collectibles sector. The range is made from 70% recycled plastic, stopping five bottle caps going into landfill for each lovable little cutie character produced. Series 2 welcomes all-new characters to collect, spanning everything from Hotdogs to Handbags, and introduces eco-friendly plush items into the range.

Resoftables are new soft and cuddly pals made from 100% recycled plastic bottles. Each Resoftable is made from an average of three plastic bottles, thereby saving them from landfill and making them a guilt-free, super soft plush option. Their labels are recycled and recyclable too. There are six adorable plush characters to collect including on-trend pandas and unicorns.

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Hasbro 0208 569 1234 | www.hasbro.co.uk Arriving in time for Christmas 2022 is Cinnamon, My Stylin’ Pony, the perfect plush toy for all pet and pony lovers.

With more than 80 sounds and reactions, this beautiful 14” feature pony plush is both responsive and expressive. She blinks and moves her ears, head and neck, and she also responds when she’s fed and when petted on her back, cheeks and nose. She makes loving noises, kissing sounds and her cheeks even glow.

Kids can have plenty of fun grooming and styling this poseable pony.

Cinnamon comes with 26 styling accessories including four shimmery horseshoes, a flower crown and 20 flower decorations for her main, tail and bridle.

The apple accessory doubles as a both a brush and a snack. Kids aged four and up will love the pony’s night-time mode too. Perfect for snuggling before bed, Cinnamon can be posed in a sitting position and will play a song, providing a wonderful way to end any day.

Simba Smoby Toys UK 01620 674 778 | www.simba-dickie-group.de/en sales@simbasmoby.com Simba Smoby Toys UK is the UK distributor of the Disney Plush range and offers a selection of much-loved Disney characters in plush form. Perfect for gifting, the newest additions to the company’s impressive range are based on the latest Disney Pixar movie, Lightyear.

Released last month, Lightyear is the origin story of Buzz Lightyear, the hero space ranger that inspired the much-loved toy from the Toy Story franchise.

Simba Smoby Toys UK’s plush collection brings to life kids’ favourite characters from the animated intergalactic adventure. There are four characters to collect, available as 25cm chunky, action-style plush toys.

Kids can choose from Buzz, fellow Space Ranger Izzy Hawthorne, Sox – a robotic cat and Buzz’s personal companion - as well as Zurg, Buzz Lightyear’s arch nemesis.

In addition to Lightyear, Simba Smoby Toys UK’s plush toy collection includes an extensive offering of other Disney properties, including Frozen II, Toy Story, Disney Princesses, Dumbo, Lion King, Classics and more, across a wide range of sizes and price points.

Tomy 01392 281927 | www.tomy.com The newest plush toy from baby development specialist, Lamaze, is the Soothing Heart Panda, designed to mimic the rhythm of a resting heartbeat, helping to calm restless babies.

The plush toy is the result of significant industry research into babies’ habits in the womb. The research revealed that babies feel comforted by the sound of their mother’s heartbeat and feel more relaxed and safer at a BPM of 67. To help aid parents and caregivers with soothing and calming little ones, Lamaze’s new Soothing Heart Panda has been designed to mimic a physical heartbeat that could be felt by the baby during gestation.

By pressing the panda’s tummy, parents can select one of four bedtime melodies. Each is accompanied by a red light and a vibration synced to the rhythm of a resting heartbeat. If it’s pressed a fifth time, babies will hear the specially designed heartbeat, further enhancing relaxation.

With a friendly, embroidered face and unique patterns and textures to explore, Lamaze’s innovative Soothing Heart Panda lends itself perfectly to both playtime and bedtime.

Tomy’s plush offering also includes its Club Mocchi- Mocchi- licensed range, with the Sonic The Hedgehog plush proving to be a best-seller. The premium plush range includes several well-known video game and anime favourites such as Super Mario, Animal Crossing and Naruto Shippuden.

Designed in Japan, these soft toys have a unique squishy texture and super-soft feel, introducing a new plush toy experience to the market and becoming a hit with young children.

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8 new ranges launched in the last year

Now more than 30 Giant Handwarmers to collect

01905 820 088 www.cozy-time.co.uk

Units 1 – 3, Pack Barn, Main Road, Kempsey, Worcs, WR5 3PA

Plush

A.B.Gee 01773 570 444 | www.abgee.co.uk A.B.Gee has added to its exclusive Wild Planet range this year with a great new selection of eco-friendly animals from the land, sea and sky.

Made from 100% recycled PET plastic bottles, these sustainable new options are a great addition to the existing range of 150+ characters. Handmade from premium quality fabrics that are super soft to the touch, the range is made up of two collections: All About Nature; an array of realistic cuddly animals with fun species facts on their tags, and Orbys; brightly coloured, fun collectibles with large glittery eyes. Each range comes in a variety of sizes and styles, from a full set of farmyard friends to a selection of sea life creatures and everything in between.

Highly collectible and benefitting from an educational element, the Wild Planet range lets young animal lovers learn the lifespan of a dolphin, the eating habits of an elephant and the conservation status of the emperor penguin. Orbys keyring pals, meanwhile, encourage kids to clip and go and are the perfect accessory for school bags. There are some great display options on offer for this exciting range: visit A.B.Gee’s website for more information.

John Adams 01480 414 361 | www.johnadams.co.uk | sales@johnadams.co.uk The Trudi company was founded in Tarcento in Italy in 1954 and the brand has come to symbolise high quality, beauty, innovation and attention to the smallest of details.

That quality still continues today with beautifully made plush animal characters. The range is distributed in the UK by John Adams Leisure and includes adorable keepsake bears perfect for birthdays and Christening gifts, puppets for imaginative play, traditional style rocking horses and cute miniature animals.

The Trudi range is in stock now and available to order. For more information, contact the John Adams sales team on the email above.

Character Options 01616 339 800 | www.character-online.com | sales@charactergroup.plc.uk A soft toy range with a difference, Character Options’ licensed Eco Plush collection brings to life some of the best-loved characters from pre-school TV in a sustainable way. The range comprises a raft of 8” plush pals to collect from the worlds of CoComelon, Blippi, Barney, Peppa Pig, Teletubbies and My Little Pony.

Suitable from 18-months, these soft toys are made entirely from recycled materials, from the fabric and filling right through to the thread, and come beautifully displayed within an FSC-certified 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 these toys as eco-conscious options.

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Sambro International 08458 739 380 | www.sambro.co.uk | sales@sambro.com Sambro International has developed a strong portfolio of licensed and own-brand products across key categories, including its popular range of plush toys.

The business, which is in its 25th year, recently announced a commitment to using only 100% recycled filling across its plush ranges. The filling is made from 100% recycled post-consumer plastic (mainly plastic bottles) and certified to either Global Recycled Standard or Recycled Claim Standard, paving the way for improved sustainability in the plush aisle. Sambro is also an FSC (Forestry Stewardship Council) certified company, with a programme in place that will see it move to fully FSCcertified cardboard for packaging use.

This commitment to sustainability will be incorporated into its newest plush own-brand range, Lil’ Bodz, which has been heavily inspired by Sambro’s own Puzzle Palz novelty toy stylisation.

Sambro has liaised closely with licensors and development teams to create the Lil’ Bodz range. Much like Puzzle Palz, the new plush brand features a selection of iconic and instantly recognisable characters with large, stylised heads, big eyes and little bodies, resulting in a cute, appealing look. Each character’s play value is enhanced with its own individual sounds while super-soft fabric makes them a perfect choice for kids aged one year and over.

There will be over 40 characters to choose from in the final range, adding to its collectability and unique appeal. Characters include much-loved Disney Princesses such as Rapunzel and Ariel, Classic Disney characters, Marvel Superheroes such as Spiderman and The Hulk, and many more.

Lil’ Bodz will launch from August into the UK and EU territories.

KAP Toys 01423 368888 | www.kids-at-play.com KAP Toys continues to offer a great range of plush in 2022, with new products continuing to land as a result of its ongoing partnership with YuMe Toys.

Inbound imminently are new 12” Among Us lines featuring the latest character updates from the game. These will reinvigorate collectors’ passion for the brand and open up further opportunities to bring new consumers into the fold. Fans searching for something special will be particularly keen to get their hands on two brand-new feature plush. The Imposter finally makes an entrance into the range, ready to grace any collector’s home or toy shelf. Also on the way is a special plush crewmate that incorporates a note writing feature. These lines will arrive the first week in September, ready for the autumn sales period.

KAP Toys has also seen a spike in interest of the DZNR range: steady sales of Batman plush have been followed by explosive sales of Stranger Things licensed toys. A range of Hasbro licences will land in Q4 featuring Power Rangers, Transformers and Mr Monopoly. Straddling a toy and collector market offering isn’t easy but KAP has the products to suit this developing segment.

The company also offers some on-the-spot opportunities on end of line plush projects.

Consumers are urged to seek these out early as KAP moves through its ranges in the latter part of 2022.

On the way in time for Christmas is a new range of plush based on Mark Sach’s pop-culture comic, Fuzzballs. KAP’s first venture into own-brand manufacturing, the line will bring the aspirational kawaii characters to life in cuddly plush form at a variety of price points.

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ThreeSixty Group www.redlandsdistribution.com | mark.handley@redlandsdistribution.com FAO Schwarz is one of the oldest, most historic and iconic toy brands in the world. Founded in 1862, FAO Schwarz has always been synonymous with quality and innovation, offering cherished memories for generations of adults and children alike.

Although FAO Schwarz is associated with a plethora of toys and kids’ products, nothing says FAO Schwarz more than Plush. The brand works hand-in-hand with its partners to design a 100% exclusive, ‘from scratch’ plush programme and has already developed over 150 SKUs, 12 seasonal programmes and numerous visually stunning ideas. The line covers plush classics and seasonal plush spanning everything from Christmas to Valentine’s Day. Of particular note is FAO’s recycled plush range, which sits alongside glitter plush, light & sound plush, plush that can be heated and much more.

New to FAO Schwarz is the Wear & Share range. Enhancing how soft and snuggly they are, each plush comes with a fun party hat for the child to wear making them both a perfect companion and a fantastic addition to any birthday or holiday party.

A best-seller for FAO Schwarz, the Sound Soother Elephant features LED Lights and Sound. Kids can squeeze the belly for a soft glowing light or squeeze the elephant’s foot for music and sounds to soothe themselves to sleep.

Redlands Distribution is the exclusive UK distributor of FAO Schwarz products. Readers interested in learning more about the full Plush range should contact the Redlands team on the details above.

Cepia 07771 763 818 / 01773 570 444 | www.catsvpickles.com Collectible Plush has been one of the biggest growth areas in toys, and Cats Vs Pickles from Cepia was one of the fastest growing players in the sector in 2021, according to NPD. 2022 sees the brand become Vs World with the introduction of hundreds of new characters to Cats Vs Pickles as well as the launch of a whole new cast of collectible plush characters - Dogs Vs Squirls.

Unlike Cats Vs Pickles, a story of unrequited love in which Pickles never get to befriend their beloved Cats, Dogs Vs Squirls is a ‘Battle of the Backyard’. The latest addition to the brand sees the naughty Squirls try to outsmart and cause havoc amongst myriad colourful and entertaining Dogs determined to defend their homes and prevent the pesky Squirels from chewing on wiring, infiltrating the garden or pelting them with acorns.

Each Dog is not only a unique design but a unique character, with a fun-filled back story brought to life both on the tags that accompany each character and in their hilarious YouTube adventures.

Like Cats Vs Pickles, Dogs Vs Squirls will be supported with a new video short once a week, TV adverts, pre-roll, TikTok and other social media activity. The characters come in hundreds of different designs across the three sizes that have proved so successful for the feline Vs Worlders: 4” Bean (blind and open CDUs), The Chonk (open) and the Jumbo (open), all available from launch.

Cats Vs Pickles Gold Wave is launching at the same time, introducing not only hundreds of new designs but new size concepts too. The 6” Chonk is an exciting new size: bigger, wider and chunkier, but still a great pocket money option at under £10.

Coming soon is also Kittens Vs Gherkins, ‘baby’ versions of the best-selling Cats and Pickles that come in pairs complete with their own ASMR blanket. The designs are humorous (Chip is a circuit board, Divot is a Golf Cat) and the mixture of beans and plush provides the haptic feel that consumers know and love. With an audience that covers all ages, from kids to kidults, and appealing to boys nearly as much as girls, Vs World has become an international hit in markets as far away as the USA and Singapore.

Marketing for Cats Vs Pickles Gold Wave and Dogs Vs Squirls is already underway and will run through to Christmas, when Bears Vs Doenuts will be unveiled for Boxing Day. For more information, call Mike Barratt on 07771 763 818 (major accounts) or A.B.Gee on 01773 570 444 (independents).

Sinco Creations 07793 121 778 | daniel@sincocreations.com Following last year’s success with the fan-favourite gaming IP Among Us, Sinco has introduced a second series to its master toy collection. The licensed line-up offers gamers an all-encompassing range that includes cool plush lines in a variety of different sizes and formats.

Sure to excite fans are the all-new Special Edition lines: the Imposter Huggable Plush and the Cycborg Crewmate Feature Plush. Gamers will be quick to identify the unmissable Imposter Huggable Plush characters. Red and sporting vicious-looking teeth, these are available in two sizes: 18cm and 25cm. The Cyborg Crewmate Feature Plush has a glowing cyborg visor and sound effects fans will recognise from the game.

Among Us fans can now carry around their favourite Crewmates with Sinco’s colourful Clip On Plush range. Ideal for taking on-the-go, these Clip-On Plush characters attach to bags, pencil cases, keys and more. There are six colourful crewmates to collect. There are also six more crewmates to collect as 13cm Plushies. Made from super-soft fabric, these cuddly versions of popular Among Us characters are very collectible.

The 18-20cm Plush Buddies, available as four different characters, are perfect for Among Us fun on a larger scale.

Each comes sporting one of the most iconic hats from the online game. The larger Huggable Plush characters, meanwhile, are ideal for both play and display. There are four new 25-30cm Crewmates to collect as Huggable Plush.

For more information about the full brand portfolio, which includes a wide array of collectible figures and benefits from full marketing support, please email Daniel Smith on the address above or call the Sinco team.

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Plush

IMC Toys 01904 720 908 | www.imctoys.com | info.uk@imctoys.com With longer-term plans to develop feature plush categories, IMC introduces its latest IP designed specifically for the baby and toddler markets.

PeekaPets is a line of soft and cute bunny plush toys for babies from 0-3 years old. Available in white or pink colourways and made from high-quality materials, PeekaPets mimic the popular and instantly recognisable peek-a-boo play-pattern. Pressing the bunny’s tummy pops up the oversized floppy ears to reveal its face.

As well as providing plenty of fun, the peek-a-boo play pattern helps develop babies’ and youngsters’ understanding of object permanence: the concept that an object still exists even when it cannot be directly seen, heard or touched.

The PeekaPets Interactive Bunny plush is also a day-to-night cuddly companion, featuring lights, music and a night-time mode to soothe and comfort little ones. In daytime mode, the bunny engages kids in peek-a-boo with its ears and plays three classic nursery rhymes for singalong interaction. Once switched to night-time mode, the heart on the bunny’s tummy acts as a soft night light. It will also play a lullaby, Twinkle Twinkle Little Star, to soothe and help kids drift off to sleep.

Mood Bears 07772939821 | www.moodbears.co.uk | info@moodbears.co.uk Mood Bears has been on a journey of growth and development since its launch in 2019 and the appealing plush has already been able to support thousands of children and adults across the globe.

Not just a cuddly toy, the bears 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 made from 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. Each Mood Bear comes in two sizes; the large bears are 42cm tall, while the mini bears are 15cm tall. Each one shares their own poem to demonstrate how each bear can help and support.

Mood Bears are currently used by several healthcare teams including hospitals, which have recognised the invaluable support that the bears can bring. Suitable from birth, they can continue to provide that support throughout childhood and beyond.

Ty 02393 876 600 | Sales@tyuk.co.uk In July, Ty launched its new Paddington Bear Beanie Baby.

A British Icon, Paddington Bear recently met the Queen to celebrate her Platinum Jubilee. This is the first time Paddington has featured in Ty’s Beanie Babies range. The cute Paddington plush wears his recognisable red hat while his trademark blue overcoat is embroidered with authentic toggle detailing. The line is expected to be a sell-out and will be a keepsake for years to come. Paddington Squish-A-Boos are also on the way for September.

The Marvel Beanie Babies range will grow over the next six months. Marvel will also join the Squish range, joining Peppa Pig and Hello Kitty.

Also launching is a completely new range – Beanie Bellies.

These plush characters are posed in a sitting position and have podgy bellies for ultimate cuteness. More than 18 designs are currently in development, and they will be available at an attractive pocket money price point.

Despite the traditional nature of the plush category, Ty constantly seeks to update and refresh its ranges with new animals, themes and trends that reflect consumer demands.

To this end, Ty is developing animal plush with faces based on some of the most popular emojis kids use in everyday life.

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CREATING EMOTIONS SINCE 1954

Sweet Collection Panda

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Company Profile

Toynamics

Having a corking good time

at Toynamics Toynamics UK & Ireland, part of the Hape Holdings Group, continues to enjoy strong growth and this year welcomes a new sustainable range unlike any other in the toy market. Rachael Simpson-Jones paid a visit to managing director David Allan and EU Brand & Campaign manager Emma Damerell at the company’s Leicestershire office to find out more about the company’s latest developments.

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oynamics is a subsidiary of the 37-year-old Hape Group. Headquartered in Germany, the group’s owner, Peter Hanstein, is known within the toy industry for his keen eye for business opportunities and unrelenting hunger for growth and expansion. This approach has turned Hape Group into a global multi-milliondollar company with a presence in 60 countries - and a subsidiary in 30 of them. The majority of these subsidiaries also act as distributors and are known as Toynamics, allowing the company to leverage its

strengths and turn its offices across the world into one-stop-shops for a huge range of toys and kids’ products. For Toynamics UK & Ireland, that strength also manifests in European distribution – one of the appeals that landed it the Skip Hop portfolio of thoughtfully-designed baby and nursery products back in 2020.

Hape Group also owns its own factories (three in China and another on the way) in which its wooden and plastic ranges are made, plus a bamboo forest complete with a hotel. With Peter at the helm, there’s no such thing as mission accomplished. Instead, he’s constantly seeking new opportunities: in July, he was touring Europe to assess potential distribution and manufacturing opportunities owing to changing rules and Covid-regulations in China. As a wooden toy specialist – Hape is the biggest wooden toy manufacturer in the world, both white-label and own-brand - it makes sense for Hape Group to locate its manufacturing close to where its renewable, sustainable timber suppliers are.

The Hape range spans a wide range of categories: Baby, Music, Railway, Bath, Outdoor, Walkers & Ride-Ons, Educational, Arts & Crafts, Role-Play, Push & Pull, Junior Inventor, Kitchen, Dollhouse and Quadrilla, the STEAM-leaning, physics-powered marble run brand. What has long struck me about the Hape range is that none of these categories feels undernourished: all contain beautiful, thoughtfully designed toys such as the Railway Bucket Builder Set, which comes contained in packaging that turns into part of the track. Another best-seller is the Hide-andSeek Periscope from the Nature Fun range, a line of explorative toys and accessories that foster a love of the outdoors. Nature Fun products are made from

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bamboo grown in the forest mentioned earlier, making this a strong option among eco-minded consumers.

The company is utilising bamboo in more and more of its Hape products, as well as other, even more novel, sustainable materials – but we’ll come back to that.

The Hape brand is enjoying much greater awareness nowadays, in large part, according to David, thanks to Emma’s dedicated marketing efforts. Toynamics UK & Ireland keeps a very close eye on emerging wooden toy brands, of which there has been a sudden influx over the past year, though Hape’s huge growth and sales figures bear testament to its good standing among consumers. Emma, meanwhile, also notes that consumers are increasingly seeking out high-quality toys and toy brands that will last a good amount of time.

“Having Emma as our head of marketing has much a huge difference,” explains David. “Our marketing is so much more polished now: Emma has reconfigured our whole strategy and Hape is far more recognisable and in-demand than it’s ever been before. And it’s not just our retail customers we’re seeing come round to the brand more and more: consumers actively look for it now too.”

Emma adds: “It’s been beneficial to the Hape brand to look at it from a 360-degree perspective. We’re supporting retailers with theatrical displays – play tables, railway-themed FSDUs, eye-catching CDUs and events. Our sales team can cater to pretty much any retail request, and shoppers want and expect these things now. At the same time, we’re also promoting to end consumers with brand partnerships, social media, influencers and much more.”

Baby Einstein, one of Hape Group’s joint ventures, comprises wooden toys (Hape’s input) with tech

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Company Profile

elements (Kids2’s input) that bring them to life. The Magic Piano is a best-seller – Emma shows me a very sweet Instagram Reels video posted that morning by an influencer of her daughter happily playing Twinkle Twinkle Little Star on one - as is the Strum Along Songs Guitar Dave is holding in his picture. Nebulous Stars, an aspirational arts & crafts and stationery brand which aims to promote mindfulness and wellbeing, has recently been joined by DinosArt, which (as the name suggests) is a range of dinosaur themed creative kits – painting, colouring, figure decorating – plus stationery and notebooks ideal for school.

A new brand owned by Peter’s sister, Sabine, Beleduc is also launching this year. Primarily made from wood - and centred upon the belief that children learn because they play, not play to learn - the range comprises puzzles, games and educational products, covering topics and themes such as the human body, animals and their habitats, music and more. And then of course there’s Nanoblock, the range of microconstruction sets, and the aforementioned Skip Hop distribution line of ‘must haves, made better’.

One of my favourite upcoming launches, however, is Korko. This creative and educational Hape ownbrand offers products made from 100% Portuguese cork, grown sustainably in well-managed forests. Korko is a prime example of a toy brand that’s doing pretty much everything right from the word go. It’s not just carbon neutral but carbon negative, which remains

Toynamics

highly unusual even with all the toy industry’s sustainability efforts. The packaging is plastic-free and recyclable, and – like Hape’s bamboo - the cork itself is a renewable resource. The trunk and branches of cork oaks are carefully stripped in sections. The cork grows back within around nine years, while the tree itself continues absorbing carbon from the atmosphere and providing food and shelter for wildlife.

Korko launches this year with three SKUs: Small Architects (20 cork blocks), Tall Architects (40 cork blocks) and Giant Architect (60 cork blocks). These construction blocks come in a range of shapes and sizes, are coloured with food-safe dyes in a variety of naturalistic, aesthetically pleasing colours, and have been specially developed to be light and safe enough for kids aged 18m+, yet too tough to bite chunks out of. The margins are excellent too - and David says feedback from retailers has been very positive. Consumers, as we keep hearing (and I keep writing) really do want eco-friendly toys and kids’ products, and one of the many nice things about Korko is that it will sit perfectly alongside other, greener toy options made of more traditional materials such as wood or recycled plastic - because no one else is making toys out of cork. New launches will follow in due course, I’m told, which will expand Korko outside of the Construction category.

The brand has also designed its own cute and friendly ambassador, Coco the Owl. Coco’s job is to educate children (and the parents buying Korko) about the toys, cork and sustainability. He’ll play a big role in the brand’s marketing plans as Korko attempts to reach two core consumer groups: enthusiastic parents that don’t know much about sustainability but are keen to learn, and parents who are pretty clued up, but may not know much about the use of cork as a toy material.

“The Korko brand aims to create a connection between kids and nature from a very early age,” explains Emma. “Amorin Cork, which we’re working with on Korko, is actually the world’s largest manufacturer of wine corks and is always looking at new and innovative ways to work with this material.

Korko was a natural next step for Hape Group. And it’s a great gifting product – the blocks look gorgeous around the home.”

In-store, Korko stockists big or small can make use of a full suite of display solutions designed to grab shoppers’ attention and communicate the product’s

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USPs. The large POS display holds 16 small, eight Tall and eight Giant Architects sets, while a Try-Me platform on the top lets purchasers interact with the blocks. The compact Try-Me Display, meanwhile, will sit nicely on shelf in the middle of a product range, which can then be bookended by shelf strips, wobblers and flags.

As a Hape-owned brand, Korko has also been able to tap into the group’s enviable design and marketing teams to create stunning photography that can be used on headers and side boards made to bespoke measurements.

“We try and offer as much flexibility and tailoring to our retail partners as possible,” adds Emma. “We know that a single solution won’t work for everyone, which is why we’re happy to work with everyone to find a solution just for them.”

It’s hard to overstate the lengths Toynamics UK & Ireland goes to in order to support both its brands and its retail partners. In our increasingly fragmented retail landscape, with kids and purchasers now consuming content everywhere and in every way, from print and TV to the metaverse and TikTok, diversity is key. Influencers are used for both brand and retail partnerships, while in-store and social media competitions continue to raise awareness of brands and drive footfall to stockists. Smaller retailers, according to Emma, particularly benefit from the competition prizes and online content Toynamics can offer: both ease the pressure on small teams and small marketing budgets. Toynamics can also assist retailers with audits that highlight areas for improvement on eCommerce websites and provide bespoke banners and graphics for online display. At certain times of the year, Toynamics also runs seasonal campaigns that push shoppers to chosen retail partners, usually nationals. ‘Gift with purchase’ incentives, meanwhile, have helped drive in-store sales – everyone loves a freebie, after all. And there’s so much POS to choose from, Toynamics is actually launching a dedicated catalogue this year to help retailers choose what works for them.

Although she’s only been with the company a year and a half, Emma’s been doing such an excellent job, David tells me, that her remit has already been expanded to cover Europe in addition to the UK & Ireland. As a result, she now heads up European campaigns for Hape and Baby Einstein, working to bring campaigns across the regions into alignment in time for Christmas. Seasonal campaigns will run across all touchpoints, reaching consumers wherever they are with a consistent, recognisable message.

“These are exciting times, and the company is in a very strong position at the moment – we’re up over 30% YOY versus 2021,” David enthuses. “Yes, there are challenges caused by inflation and the cost of materials, but when you’re in toys you’re insulated from that. There will always be Christmas and birthdays and other celebrations, and there will always be money for toys, as long as it’s the right toy. Toynamics has all the right toys, backed up with a full marketing package that will ensure they are a success at retail. We’re always looking for new ways to support our retailers; if you’re reading this and you want us to help you and your business, please don’t hesitate to get in touch. We’ll support you through the entire consumer journey, from shoppers arriving in your store to making that sale, and everything in between.”

For more information, contact sales@toynamics.co.uk.

Feature

Wooden Toys

Traditional

treasures

As wooden toys continue to grow in popularity, Sam Giltrow speaks to a selection of suppliers to find out what is fuelling this trend and how they are continuing to innovate in this sector.

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any of us have something wooden in the attic which we, or our own children, played with when younger - a wooden dolls house, a push along truck with building blocks or a ride-on wooden car. With timeless appeal, these items have become treasured heirlooms to pass down to siblings or even new generations. Indeed, many wooden ranges have evolved into stylish additions to the playroom, some even coming with technological elements to keep today’s tech-savvy youngsters happy.

David Allan, MD at Toynamics UK & Ireland, says the rise in popularity of the wooden category is a real opportunity for retailers. “Shoppers, from parents to grandparents and gift givers, are less likely to spend on disposable toys, and more likely to invest in longerlasting heritage type toys,” he tells Toy World. “I expect retailers will see a rise in popularity of wooden toys this year across railway, role-play and infant, fuelled additionally by consumer demand for more sustainable toys. The durability and quality of wooden toys offers longevity, which makes them great value for money, as well as desirable items that can be passed down through the family.”

Toynamics says its traditional themed toys such

as dolls houses, railway and wooden infant toys continue to sell well. The company recently launched a substantial digital marketing campaign for its Hape Railway range, working with a mix of TV celebrity parent and influencer talent with target age children to showcase the brand.

Hape is the world’s largest manufacturer of toys made from renewable raw materials, also using rice, fasal and bamboo as well as wood. Reflecting environmental lifestyle shifts, some of the new toys carry an eco-sustainability theme through their design, such as the Gearhead Stunt Garage, which features a solar electric car charging point instead of a petrol station.

Tapping into an increased demand for tech in toys, the company has also introduced electronic features into its traditional Hape wooden toys, such as the new Rock and Slide Dollshouse, which has interactive sensors. When a doll is placed on a sensor, it triggers the sound of a particular feature or accessory in the house, such as the toilet flushing or music playing. “With Hape, we keep an eye on the trends and use classic designs with modern twists that could be adding in an interactive element or a green living feature,” explains David. “We want to keep our toys relevant

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and appealing to children and their parents, adding play value too. We have very strict testing criteria and every new Hape toy is sent to a variety of child testers.

If toys do not pass the play test, they will not be sent to production.”

Toynamics has enjoyed a good first half of 2022 and David hopes this momentum will continue with a raft of new product launches in the second half of the year, including additions to the Hape Railway collection.

A key new introduction is the new Hape Mega Metropolis Bucket Set: an 80-piece wooden railway set containing scenery with bridges, rails, restaurant, shops, construction site, fire station, airport, people and vehicles.

The company will support retailers by continuing its Toy of the Month incentive, which provides discounts on certain lines, while in-store support is available for lines such as Hape Railway, which includes gift with purchase and assets for colouring competitions, as well as in-store play tables.

Also keeping up with the demand for wooden toys which incorporate the appeal of technology is Ravensburger, with the Brio brand of wooden trains and tracks. The Brio Smart Tech Sound lines allow kids to record sounds and control, stop, start or reverse,

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Feature

Wooden Toys

enriching the interactive play environment.

Katy Fletcher, Ravensburger’s head of Marketing and Product Development, tells Toy World that other launches this year include the Smart Tech Sound Spooky Train Station, the 2022 addition to the STS range and, expanding on the Steaming Train launched in 2021, will be a new Steaming Train Set. “In order to innovate, you need a strong creative team and our product development team in Sweden is focused year-round on continuing to evolve the Brio brand of products,” says Katy. “Brio is an exceptionally strong brand within our portfolio and continues to grow year on year at retail in the UK.” She believes the brand is popular because of its longevity – today’s range is compatible with the wooden trains and tracks that were developed several decades ago. “Children can incorporate today’s new additions alongside the track and accessories their parents played with when they were young.”

Katy adds: “Interactive play is cyclical and the value of playing on the floor with your children has become increasingly important in recent years, to encourage role-play and creativity away from screen-time. It’s therefore appropriate that our PR theme for 2022 is ‘Just Play’ - focusing on both children and their parents to engage together.”

In recent years, Ravensburger has also recognised a move towards creative construction and immersive play with wooden components, which led it to develop the Brio Builder range, which encourages children to build and create their own constructions, predominantly using FSC sustainable wood but with some plastic elements to add functionality to the designs. “Children are empowered by watching adults working with tools and the open-ended Brio Builder range combines child size tools with components and

parts that inspire today’s constructive young minds,” explains Katy.

A Brio Toddler range has also been introduced including pull-along toys, stacking blocks and pushand-go lines and this will be an area of continued growth for the brand, giving kids an early introduction to Brio. All the new launches, which also include a Disney Princess Snow White Train Set, a My First Railway Light Up Rainbow Set for toddlers and a Brio World Cargo Mountain Set, will be supported with marketing activity across traditional media platforms as well as digital, influencer and social media outreach.

Established wooden toy manufacturer Melissa & Doug is tapping into a younger demographic and venturing into a whole new category for AW22 with its 0-2 range. For the first time in its 30-year history, the company is now catering for children from birth all the way up to 5+ years. The range was introduced to rave reviews at this year’s London Toy Fair, with each product in the new infant and toddler range incorporating the familiar Melissa & Doug DNA that encourages open-ended play. The range also features a variety of innovative SKUs designed to engender developmental skills that babies and toddlers learn as they grow, including fine motor and sensory skills, empathetic play and hand-eye coordination.

There will be a continued focus on wooden elements in the new lines, which include stand-out products such as the Wooden Grow with Me Grocery Cart and hero product, the Bread & Sweets Bakery Counter.

Melissa & Doug’s head of Customer Marketing – Europe, David Lubliner, proudly confirms that the trend for wooden toys has also received Royal approval.

“Market data shows today’s parents are increasingly opting for more traditional sustainable toys and this trend has been fuelled lately by press articles citing the

fact that wooden toys are the preference of younger members of the Royal Family,” he explains.

Melissa & Doug is continuing with its successful sustainability mission, Project Restore, which aims to achieve 50% FSC-certified wooden toys by 2025 and is in addition to its ‘One Tree Planted’ initiative, which sees a tree planted for every tree used in manufacture.

“We are on track for more than 50% of our new wooden toys to be created using 100% FSC-certified materials by 2025,” says David. “New items made from FSC wood were launched last month and the transition of current items to FSC has already started.”

Also seeing a big sustainability push is A.B.Gee. Over the past 12 months it has ensured all of its wooden toys carry the FSC mark, and there has been a huge reduction in the use of plastic in the packaging, with the company working closely with its manufacturer to explore ways of removing it completely going forward.

“Due to the increased awareness of any product’s eco credentials, customers are certainly much more interested in sustainability – the wooden option is a great way to lower their carbon footprint while still ensuring high product quality and value for money,” says marketing manager Anna Vaughan.

Wooden toys, like any other toy, need to stand out on the shelves and A.B.Gee’s Tooky Toy range is constantly under review. “We only continue with the best-selling lines and always look to add exciting new ones where we can,” Anna tells us. There will be a number of new launches throughout Q3 and Q4 and going into 2023. “Tooky Toy is a great innovative partner and is constantly coming up with fresh ideas in a crowded market,” she adds. “2023 will see a complete packaging refresh too.”

You can find out what’s new in the wonderful world of wooden toys over the following pages.

Web: amaroni.com Tel: 01205 260 384

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Wooden Toys

Melissa & Doug 0800 731 0578 | www.MelissaAndDoug.com With a comprehensive choice of quality wooden toys, Melissa & Doug offers a wide range of toy categories including pretend play, developmental, arts & crafts and puzzles.

Within the core collection, the Bread & Sweets Bakery Counter is a new addition to the range this autumn/winter. Featuring Melissa & Doug’s ‘design DNA’ of inspiring children’s imaginations with toys which offer endless possibilities, this new play set encourages role-play as either the baker or the customer. The set has an extensive piece count including a variety of pretend baked goods, baking utensils and equipment for ordering and payment.

The counter is made of FSC certified wood.

The Wooden Ice Cream Counter is another of Melissa & Doug’s classic role-play play sets which continues to be a best-seller. With brightly coloured pieces and a wipe clean menu, it also features eight wooden scoops of different flavoured ice creams and a selection of toppings. As with the Bread & Sweets Bakery Counter, children can play on either side of the counter.

In the arts & crafts category, Melissa & Doug’s Wooden Bead Bouquet allows children to make their own custom-made jewellery. The cords can be cut to any length to create necklaces, ankle bracelets and more and the set comes with a wooden tray which is ideal for sorting and storage.

For younger children, there is the Safari Chunky Puzzle which promotes fine motor skills while encouraging animal recognition with its easy-grasp, colourful pieces.

Lifting each piece will reveal a full colour print beneath and the puzzle also promotes open-ended, pretend play as the animals can stand upright.

A.B.Gee 01773 570 444 | www.abgee.co.uk A.B.Gee has added a further 30 plus lines to its exclusive wooden range from Tooky Toy to enhance this already extensive collection.

Perfect for the summer months, the new garden games encourage outdoor fun and family play. Kids can convert their garden into a mini golf course with the 10-piece golf set, with fun obstacles to improve dexterity and hand/eye coordination, while a family favourite in larger scale is the wooden blocks stacking game, where players can see how high they can go before they all fall down. These products are all made from 100% sustainable wood and come in handy carry bags for easy transportation and storage.

They can also be played indoors for double play value.

Pre-school offerings include the basic skills and latch activity boards: one play board is made up of buckles, laces and clips while the other features latches and bolts, which are great for improving dexterity and independent dressing and problem-solving skills.

The 70-piece wooden fire rescue train set is an ideal introduction to railway play and comes with one train, an ambulance and fire truck. Four additional figures and many other accessories and sound effects allow little ones to create their own scenarios. The set is also compatible with many other train set brands.

These new additions tie in perfectly with the 200 plus premium quality wooden toys that A.B.Gee already boasts in its portfolio. With categories from educational and role play to puzzles and music sets, all levels of play are covered.

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Out with the new, in with the old Discover traditional toys at Rex London

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Vivid Goliath 01483 449944 | www.vividtoysandgames.co.uk

Wooden Toys

Goliath’s acquisition of Australian DIY and STEM company Colorific includes the DIY brand Woodworx: a range of FSC sourced wood kits and a variety of styles and play patterns to appeal to all ages.

Woodworx has been in the Australian market for 17 years, and now allows Vivid Goliath access to a range of creative fun kits that all include DIY skills, building, gluing and painting. Targeting boys and girls aged 5-12 years, there is a kit for everyone to enjoy.

The main range includes an assortment of a Jet Fighter, a T-Rex, an Excavator and a Jewellery Box. A mini range with pick up price points include a Racing Car, Stationery Holder, Monster Truck and Jet Plane.

For younger children aged 3-5 years, there is a My 1st range including a Racing Car and Farm Friends. These kits have a chunkier paint brush and simplified construction as well as a friction fit or screw in, rather than the need to glue parts together.

Red Toolbox (972) 58 405 7966 | www.red-toolbox.com | anthony@red-toolbox.com Red Toolbox introduced its range of DIY woodworking kits for kids 15 years ago and the Stanley Jr. and Black and Decker lines are still going strong today with new kits and more themes added each year.

Woodworking offers the perfect combination of education and fun and Red Toolbox’s DIY kits are a great way to teach kids maths in a fun and creative way, while simultaneously reducing stress and anxiety. As woodworking projects require a lot of measuring, cutting and weighing, children must work out the maths to get it just right.

With the beginners’ kits, kids learn how to use a hammer safely with small nails, and how to make precise holes and exact cuts in wood. These are just a few skills that require and teach control and fine motor skills. It is shown that the sense of accomplishment from completing a complex woodworking project can lead to increased levels of serotonin in the body.

From the beginner to the expert little builder, the DIY kits include construction trucks, police cars, birdhouses, airplanes and specialty items such as the Candy Maze Kit, Catapult Kit and Treasure Chest Builders kit. Kids can also experience a beautiful world of extraordinary colours with the Kaleidoscope Kit, speed through their imagination with the Custom Racer Kit, or attract birds with the Bird Feeder Builders Kit. Each DIY set comes with paints and brushes to ensure that each masterpiece will remain special and unique.

All the wood used is FSC certified, ethically sourced and environmentally responsible.

Ravensburger 01869 363 830 | www.ravensburger.com Brio began 2022 with the spring launch of the Brio World My First Railway Light Up Rainbow Set which, as with all Brio World products connects seamlessly with the other products in the My First range.

With lights and sounds, inquisitive young minds can guide their little wooden train over the track and light up the featured rainbow’s four primary colours.

Taking Brio World to new heights this season is the Cargo Mountain Set; it’s a brand showstopper with five levels of crane and cargo action, plus large mountain pieces which can be adapted to varying heights. The new set adds even more variety to the open-ended track system and comprises 49 pieces including a helicopter, cargo train with wagons and loading truck.

Following the successful launch of the first Brio Steaming Train last year, a new addition for this season is the Steaming Train Set which expands upon the train with a classic 8-figure track set. Using only water and a built-in vaporiser to create the steam effect, this addition has fast become a best-seller for the brand.

The Brio World Smart Tech Sound (STS) technology has changed levels of play for children once they’re familiar with the original wooden railway system; it gives them control of the track and enables them to choose the direction of their train’s travel. New for 2022 in the Smart Tech Sound range is the Danger Crossing, which features linked gates that move up and down together with a cracked track, causing trains to wobble as they pass through. When used with the Smart Tech Sound Record & Play Engine, it can tell if the safety gates are up or down. If they’re up, the engine will come to a stop and warn others of its arrival. Once the railway crossing gates are lowered, the train will automatically signal its departure and carefully continue its journey across the cracked tracks.

Also launching in the STS range for AW22, and in perfect time for Halloween and Christmas, is the STS Spooky Train station; it’s dark, spooky, has glow-inthe-dark elements, a scary conductor and the STS technology.

One of the key launches in Brio Builder is a workbench; positioned as a starter kit it supports ‘early builders’ and help them get to grips with construction play using hammers, spanners and screwdrivers. Brio Builder promotes open-ended play, stimulating logical thinking and problem-solving skills while finding construction solutions.

Finally, the annual sell-out Brio Advent Calendar is different every year, and has exclusive parts behind every window.

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Wooden Toys

HTI Toys 01253 778 888 | www.htigroup.co.uk HTI Toys’ range of wooden toys continues to grow this season, both through its licensed role-play and Woodworks pocket money ranges, with each product made from FSC certified wood.

Having recently announced its partnership with BBC Studios for pre-school toy property Bluey, HTI is introducing a range of Bluey wooden toys. Children can cook up a treat with the Wooden BBQ, Kitchen, or Lil‘ Muddy Kitchen, all supplied in a colour palette that will be familiar to fans of the show, and each featuring Bluey and the rest of the Heeler family. The toys are supplied with accessories to fit their theme, such as the stackable wooden food and kebab sticks supplied with the BBQ; a pan, spoon, fork and spatula with the Kitchen; and metal sink, ladle and whisk with the Mud Kitchen.

HTI also offers a range of Hey Duggee wooden toys. This comprises six fun, bright toys including Kitchens, Mud Kitchens, a Workbench and a Market Stall. Designed to look just like Duggee’s Clubhouse from the show, the Clubhouse Kitchen features a fridge, oven and washing machine, making it perfect for housekeeping role-play. For those looking for a slightly smaller kitchen, the brandnew Wooden Kitchen is the perfect solution, featuring a cupboard and shelves, a sink, tap and wooden accessories. Creative pre-schoolers can enjoy DIY fun with the Wooden Workbench, supplied with a range of wooden tools and accessories including a hammer, screwdriver, spanner, saw and various nuts and bolts.

The highly popular Peppa Pig Mud Kitchen is back for another season. It encourages children to explore the outdoor world and make mud creations and comes in a pink colourway. Features include an oven with opening door, two shelves, clicking knobs and three hobs. The Mud Kitchen is supported with a lifestyle demo video to show functionality.

HTI’s Woodworks range has seen significant investment in recent years, with expansion and innovation continued each season. Both affordable and educational, the range includes classic wooden toys with key on-trend themes. New for this season are the Jungle Puzzles which help improve hand and eye coordination.

The puzzles are supplied in an assortment of four recognisable jungle animals including a lion, zebra, elephant and monkey, adding educational value.

Retailers can choose from several Chunky Puzzles, with themes including dinosaurs, enchanted characters, vehicles, farm, adventure and underwater, or opt for classic Wooden Jigsaw supplied in a wooden storage box, perfect for pack away play.

Other toys in the range include a Bead Maze, Shape Sorter, Ramp Racer, Clock, Emergency Transporter, Shape Stacker and Abacus, each supplied in FSC approved packaging.

8th Wonder 01942 829 811 | www.8thwonder.co.uk For AW22, 8th Wonder has partnered with Love Productions to create the first ever Great British Bake Off wooden toy range. Boasting a range of wooden products based on the famous baking show, the various role play sets will spark imaginative play.

Each Great British Bake Off programme is dedicated to a specific baking delicacy, and with this in mind, 8th Wonder has created a Pastry Week, Cake Week, Dessert Week and Bread Week role play sets. For Pastry Week, children can make tarts as they roll their squeezable pastry ball and add fillings with the squeezable piping bag. A delicious loaf is ready to be made for Bread Week where little bakers can knead the memory foam dough and slice their bread bake into five slices. For Dessert Week, eight macaroons can be made, each consisting of three removeable piece. Finally, children can conjure up a winning bake with the Deluxe Baking Set for Cake Week, with the set including a mixer, weighing scales, mixing bowl and many more accessories. There’s a range of accessories to accompany each set.

Also launching in the Great British Bake Off range this year is the Tabletop Cooker with Proving Drawer. As well as a stove and temperature dials, children are equipped with a pan, pot, spoon, spatula, sugar shaker and recipe booklet. The cooker’s practical size means it can be transported anywhere, for whenever children want to play in the kitchen.

8th Wonder is also launching The Great British Bake Off Real Baking Set. The 21-piece set will let children take control of their own baking creations with the mixing bowl, rolling pin, whisk, spatula, apron, cookie cutters and silicone cupcake cases included. Budding bakers will feel as if they have been transported into the Bake Off tent; they can decorate their own kitchens with the Union Jack bunting provided and place their technical photo stand next to their bake, ready to present to the judges. Not only fun and interactive for children, this baking set is a great eco option with the wooden elements made from sustainable beech wood.

All toys produced by 8th Wonder only use wood only from FSC-certified forests.

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NEW LINES FOR AW22

Tel: 01773 570444 - Email: sales@abgee.co.uk - www.abgee.co.uk

Wooden Toys

One for Fun 0141 613 2525 | sales@oneforfun.com The Tobar brand offers a range of wooden toys including traditional push puppets, squeaky cars, pullback and go unicorn and dragon, squeaky roly polys, noisy farm animals, puzzle blocks and a rainmaker rattle, along with a brand new Wiggly Worm. The toys all come in primary colours and with a Scandi style design that has real eye and play appeal.

One for Fun has been moving to FSC approved materials and now has FSC accreditation for products and packaging as it continues to develop sustainable product lines. The FSC logo will appear on the packaging for the relevant products.

Tobar also has a timeless classic pre-school range which focuses on the wonder of wood and includes wooden games and puzzles, including dominoes and shape sorters. The Wooden Learning Clock teaches toddlers all they need to know about time, while the wooden Building Blocks and Stack and Play Safari Animals add a new dimension along with the wooden play and sound Fire Engine, Ambulance and Police Car. Wooden play sets packed full of pieces include a Farm, a Noah’s Ark and a Pirate Ship. The versatility of this wooden range is also demonstrated in the Wooden Car Transporter, complete with colourful chunky wooden cars, while an evergreen classic is the multi award winning Wooden Stack and Sounds Train, which comes in Try Me packaging.

Orange Tree Toys 01242 244500 | www.orangetreetoys.com In 2022, Orange Tree Toys has introduced new ranges and reviewed all plastic in its packaging, so that it now uses only FSC certified wood, and all packaging will be recyclable.

Orange Tree Toys’ long-lasting childhood classics are bold, bright and stimulating for all ages from birth. New role-play toys include Allotments, Peter Rabbit Wheelbarrow and Flower Cart and new wooden board games including Tic Tac Toe, Peter Rabbit Ludo, Dominoes and Hoopla games from the brand-new Spring Garden Collection. The aim is to encourage children to embrace the great outdoors with these designs; there are even weather clocks in the Peter Rabbit and Spring Garden range too to encourage awareness of the environment around us.

In pre-school, Orange Tree Toys has introduced numbered stacking wooden cubes to the Spring Garden and Emergency Service ranges, including a fire station, fire engine and police station. To complete the nursery, it has brought back the extremely popular wooden mobile, as part of the Spring Garden range, plus a new set of bookends.

Also brand new to the Orange Tree Toys range this year are the Road Track Toys, Peter Rabbit and First Emergency ranges, which have been selling extremely well and have been well received.

The company is also extending its popular musical selection with a Piano and Ukulele, which create an opportunity to get pre-school children into music at an early stage.

Amaroni 01205 260 384 | www.amaroni.com Haba offers many options for children to foster three-dimensional thinking through play, from simple and colourful discovery blocks that help little creators develop spatial understanding and fine motor skills, through to building games and systems that help develop an awareness of geometric shapes, simple mathematical principles and basic laws of physics.

Suitable from the age of 12 months upwards, Haba’s colourful discovery blocks are an ideal introduction to the world of building, complete with special visual and sound effects, which allow children to engage in developing their spatial and fine motor skills.

Enhancing construction skills further still, Haba’s dog and cat themed building block set with its illustrated buildings, characters and shapes also helps stimulate creativity, storytelling and imagination.

Tapping into the more mathematical aspects of construction, Haba’s 3D arranging game is ideal for establishing the principles of geometry for little learners with its varied shapes of colourfully painted blocks and the expandable Clever Up! Systems, which give age relevant insights to simple mathematical and physical relationships such as movement, balance and momentum.

Many of the Haba wooden building block sets and arranging games can easily be combined and whether they are one dimensional or 3D, they fit together well.

Haba blocks are durable and most of the wooden toys are made in the company’s inhouse manufacturing facility at its headquarters in Bad Rodach, Germany. The PEFC seal on the products verifies that the wood comes from sustainable forestry in German forests.

Amaroni is the official distributor for Haba toys and games in the UK and the comprehensive Amaroni product range is sourced from toy producers that embrace ethical and social responsibility.

All products are available for purchase on Amaroni’s B2B website which provides a streamlined purchasing process for retailers with real time information on pricing and stock availability.

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Wooden Toys

Toynamics 0116 4785230 | www.toynamics.com sales@toynamics.co.uk

Toynamics UK & Ireland distributes Hape, leaders in high quality wooden educational toys made from sustainable materials. The Hape portfolio of wooden toys spans infant, construction, railway, music and role play categories, targeting a mix of ages and price points.

In the role-play category, there are two new stand out wooden play sets: the Rock & Slide House and Gear Head Stunt Garage. The doll’s house is a 360-degree open large scale playhouse featuring eight separate play areas, each containing sound effects to entertain children for hours – there’s guitar playing, movie soundtrack clips, talking pets and flushing toilets. The interactive sound effects are triggered by standing the play figures on the floor LED lights. The play set with multiple accessories is great for encouraging and developing role-play and social skills.

The Gear Head Stunt Garage is a three-storey wooden parking garage for fast vehicles and supercars. The set comes with two free-wheeling cars and features a variety of creative functions and racing action for hours of roleplay. Highlights include a boxcar elevator, and two stunt tracks, including a spiral ramp for a high-speed race to the bottom, or a 360° loop track that can be transformed into a launch ramp. The garage is designed to simulate real-life with electric charge points and services, selectable with the turn of a knob.

Wooden infant toys are a mainstay of the Hape collection, with many ranking as brand bestsellers. The Pull Along Noah’s Ark is a classic 3-in-1 toy: a pull along, a shape sorter and a play set which features Noah and his wife, six pairs of animals and birds that can be posted through the holes and a large wooden ark. The set is suitable for children aged 12 months+.

The Hape wooden music range offers retailers lots of choice for introducing little ones to musical play. The Musical Box Set is a bestseller – it features five light stackable blocks of varying sizes, containing five different musical instruments - a drum, xylophone, rattle, scratch board and mini-gong. It offers a great way for toddlers to explore music and shapes as they play and the blocks are light and easy to stack, so little ones can have fun piling them up and knocking them down. The blocks fit inside one another so are also easy to tidy away. Suitable for children aged 18months+ Hape Railway offers retailers a total Railway Range covering entry level price points to bigger ticket, large themed sets, such as a 70-piece Play Table with Battery Powered Engine, plus trains, tracks and a host of accessories. Hape is always expanding its offering with new sets; new highlights in the range include the Hape City Train Bucket Set and seven new track accessory sets, which allow consumers to buy small packs of specific tracks. From curved, to straight, to Y and T tracks, there is even a Mechanical Y track which comes as a pack of two.

A best-seller in the range is the Hape Railway Bucket Builder Set Even the packaging becomes part of the toy, as the bucket doubles as a handy storage box and as a piece of scenery for the railway build. The set contains 50 wooden railway pieces and accessories. All the wooden components and tools are designed for little hands and young skill levels, with smooth finishes and round edges. Hape wooden railway is compatible with other branded train sets, making it even greater value for money for customers and providing extra play value. It can also be extended by adding Hape railway accessories.

The Hape Wooden Range also extends to toys across Kitchen, Puzzles and Nature.

Toynamics UK & Ireland supports Hape through marketing campaigns across Consumer, Social Media, and full instore support.

For sales enquiries and to find out more

Rex London 020 8746 1700 | rexlondontrade.com | info@rexlondon.com Rex London’s unique wooden toy collection makes learning interesting and fun while adding a touch of nostalgia to playtime.

For the youngest children, Rex London offers a variety of toys that stimulate motor and sensory skills, as well as cognitive functions such as colour recognition and hand-eye coordination. Wooden push along toys, rattles and shape sorters are all part of Rex London’s bestselling Wild Wonders collection, featuring bright and bold jungle creatures. Stacking blocks and educational books are also available in Colourful Creatures and Happy Life designs, ready to inspire a love of numbers and counting.

Older children can take up the challenge of stacking up colourful wooden animals in Rex London’s Wild Wonders Balance Game, which was shortlisted in the Junior Design Awards 2021. It is a great way for kids to practise their hand-eye coordination, patience and focus, as well as learn the names of 14 favourite jungle animals. For imaginative role-play, the Traditional Wooden Tea Party Biscuits is perfect for everyday play come rain or shine. The toy contains 10 classic British biscuits, all served up in a retro-style wooden box.

Each biscuit is also numbered on the reverse to enable learning through play.

Rex London’s wooden toy collection is largely plastic-free.

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Guidecraft Snap Block Animals provide a playful approach to early engineering exploration. Chunky, beech wood blocks feature metal snap hardware, allowing children to build wild animals or design imaginative creatures through unique shape and color combinations. The metal snap construction promotes fine-motor skills, and the secure builds allow for additional dramatic play opportunities. For ages 3 and up.

Snap Block Animals G2061 - 33 pc. set

Build Cards 5 double-sided build cards feature real-life images, exploded assembly view and block part diagrams.

www.guidecraft.com

Sales Rep: Lorna Smith (EMEA) Email: lsmith@guidecraft.com

Phone: +44 (0) 7725833273 Skype: lorna.smith966

Wooden Toys

Guidecraft 07725 833 273 | www.guidecraft.com Guidecraft’s complete collection of inherently educational toys includes a wide variety of building toys that introduce age-appropriate STEM-principles.

Guidecraft’s new 33-piece set of Snap Block Animals lets children build using the chunky wooden pieces and experiment with different designs while creating familiar animals or creatures from their own imaginations. Children as young as three years old can develop problem-solving skills while building.

A unique addition to traditional block play, the pieces in this beautifully painted set fit together using durable metal snap hardware.

Guidecraft’s Snap Block Animals set includes 33 block pieces and five double-sided build cards for children to use as inspiration.

Character Options 01616 339 800 | www.character-online.com | sales@charactergroup.plc.uk Character Options’ wooden toy portfolio includes the Peppa Pig activity furniture lines which are constructed from FSC-certified wood.

The Peppa Pig Wooden Play Desk is a brightly coloured, sturdy desk featuring an adorable design with illustrations of Peppa Pig and her friends. The hard top is ideal for drawing on, or kids can flip the lid for a blackboard.

There’s also the Peppa Pig Wooden Play Easel, which offers Peppa fans three different areas for play and creative activities. A double-sided drawing and chalk board comes with beakers to store pens, pencils and paint. In the lower section, a two-story Peppa Pig House area is ideal for children to play with their Peppa Pig toys, or can be used as handy storage.

John Adams 01480 414 361 | sales@johnadams.co.uk Established in 1831, Sevi is the oldest wooden toy company in Europe. Using the manufacturer’s heritage and experience, a new line of colourful, high quality wooden toys has been designed to engage little ones and guide them, while playing, through the different steps of learning. The collection also supports the development of musical, logical and motor skills.

The range is distributed in the UK by John Adams Leisure and includes popular Alphabet Letters, which are ideal for putting a name on a door and also for having fun learning the alphabet. The range also offers well-made wooden instruments and role-play toys featuring classic themes, such as a Doctor’s Set, a Tea Tray and a Chopping Board with Fruit and Vegetables, plus much more.

All paints used in the range are non-toxic and highly durable. The Sevi range is in stock now and available to order.

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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: Artstaws, Big Potato, Bruder, Epoch, Lego, MGA, Panini, Rubies & Tomy.

L.O.L. Surprise! O.M.G. Fierce

MGA Entertainment | 0845 0533 333 | www.mgae.com

L.O.L. Surprise!, the global sensation from MGA Entertainment that first took the world by storm six years ago, continues to drive category innovation with new products and unique opportunities for brand engagement.

The brand’s newest product launch is an all-new, taller, fiercer fashion doll line: the L.O.L. Surprise! O.M.G. Fierce collection. This new four-character assortment features collector-quality dolls with luxe fashions, beautiful new hairstyles and an attitude brimming with confidence.

Available from the start of this month at all major retailers, the L.O.L. Surprise! O.M.G. Fierce fashion dolls will include favourite characters Royal Bee, Lady Diva, Swag and Neonlicious. The dolls will be available in a brand-new taller size and feature new face and body sculpts. Fans can also look forward to luxe fashions, flashy accessories and surprises galore. New touch points via entertainment initiatives and integrated marketing will allow fans to engage with their favourite brand like never before.

Minions Costumes

Fat Brain InnyBin

Timed to coincide with the smash hit summer blockbuster Minions: The Rise of Gru, Rubies is releasing new costumes and accessories for all ages that will bolster its already impressive and extensive Universal Minions collection.

Further complementing its wide range of educational toys and games, Fat Brain’s InnyBin, from Tomy, is designed to keep little ones mentally stimulated through its shape-exploration experience, helping to encourage problem-solving play.

Rubies | 08453 070 707 | www.rubiesuk.com

The latest instalment in the Despicable Me franchise has reinvigorated consumers’ love of Minions in the dress-up sector, where fans of all ages are keen to get into character. Kids will love the new Plush Minion Onesie. Available in a wide variety of children’s sizes, these can be worn as both a costume and loungewear. Fans of the latest instalment in the Minions franchise will also be able to dress up as favourite characters including Bob and Kevin thanks to Rubies’ new fancy-dress options.

Tomy | 01392 281927 | www.tomy.com

The tactile toy features various textures and patterns, encouraging touch sense, discovery and curiosity and the soft yet durable silicone is also easily washed and sanitised providing easy clean-up for parents.

As well as providing fun, the InnyBin encourages little ones to discover and develop both gross and fine motor skills. The six chunky blocks shaped as a cube, a diamond, a sphere, a triangle, a flower, and the happy Fat Brain logo are each designed with different textures, and little ones push the shapes through the elastic bands of the cube.

The InnyBin is suitable for ages 10 months plus.

The costume specialist is also launching Inflatable Minion Stewart after its original range went viral across social media platforms. Rubies Inflatable range means social media users can join in on the trend themselves or simply add to their collection of Minions dress-up.

The new launches join the existing costume collection, which include options for every member of the family: even pets can get in on the fun. From Female and Adult Minions to children’s costumes and even Gru, Rubies’ range of Despicable Me fancy-dress has been a must-have for fans of the film series for years.

Minions is hotly tipped to be one of the hottest trends in costume and fancy-dress this year and Rubies is advising retailers to stock up in good time for Halloween.

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© P&Co. Ltd./SC 2022

As seen on

and

Exciting new additions to the range.

Available for delivery in September!

NEW AW22

Compatible with all Paddington figures

Toot Toot!

Press front bumper for sounds and music!

Football Set

With

2

Rainy Day Paddington

Bessie the Campervan

Paddington

NEW AW22

Chef Paddington

Collectible Figures

Figures!

Rescue Set Space for 6 Paddington figures!

Multi Figure Pack Play Bus

inspiring kids’ imaginations for 50 years

The Home of Classic Characters

fresh Sounds Fishy

Big Potato | 020 3620 9495 | www.bigpotato.co.uk trade@bigpotato.co.uk Sounds Fishy is the most recent release from Big Potato — a fast-thinking, truth and lies, question game.

Players have to guess things such as which animal was elected mayor of Alaska? They don’t need to know the right answer, all they need to do is catch the fake answers invented by the other players. The game is said to be a mix between The Chameleon and Balderdash.

To start, each player is secretly handed a fish. All fish should be Red Herrings, except for one — the True Blue Kipper. The guesser holds up a question card and reads it aloud.

Each Red Herring has to make up a fake answer. Only the True Blue Kipper can give the correct answer.

The guesser picks up points by eliminating the fake answers invented by the other players. However, if they accidentally choose the correct answer, the guesser loses all their points and their turn is over. Then, the next round begins with a new player as the guesser.

Roles change, so players have to get creative with answers, fool the opposition and be daring with their guesses – which means gameplay is always interesting. Sounds Fishy can be played in small or large groups.

As part of Big Potato’s pledge to be kinder to the planet, Sounds Fishy contains no plastic. Big Potato has traded shrink wrap for cellulose stickers and avoided using any plastic to make the components, in an effort to reduce landfill waste and plastic pollution.

The company also offer a free replacement parts service to its customer

Sylvanian Families Pony’s Stylish Hair Salon

Epoch making toys | 08435 574 062 | www.sylvanianfamilies.com Sylvanian Families has launched the new Pony’s Stylish Hair Salon: the centre of its new ‘Style & Play’ theme.

The highly detailed two-storey salon features a shampoo station with shower head on the side of the sink, hair and make-up station, and reception desk. It also comes with over 30 accessories for imaginative hair and make-up role-play including hairbrush, hair dryer, curling irons, face mask, make up palettes, hair bands and clips. The accessories can be arranged on the dresser and the extensions hung up on the salon walls.

Mini stylists can unleash their creativity by picking a hair style from the styling book and giving Sally the pony a makeover at the beautiful dresser. They can wash, brush and blow dry her long, silky mane before using a curling iron, then finish by adding cool extensions and clips. Afterwards, they can treat her to a pampering face mask and apply the colourful cosmetics.

The set can be paired with the Pony's Hair Stylist Set , which launched in January, and features a cart, hair accessories, and Pony mother, Serafina, the silky-haired hairdresser. Accessories in this set include everything needed to brush and style Serafina’s hair, from a curling iron to headband and clips.

Sylvanian Families are suitable for ages 3+

John Deere 7R 350 tractor

Bruder | 00353 67 63800 | www.bruder.de Bruder continues to keep pace with the world of modern agriculture, which increasingly relies upon the most cutting edge technology. The latest addition to the company’s agriculture-themed world of ‘Just like the real thing’ vehicles and play sets is the John Deere 7R 350 tractor, which combines a low total weight with high performance and agility.

True to the Bruder motto, the John Deere 7R tractor is equipped with a number of realistic details that will engage and inspire any young agriculture enthusiast. The bonnet lifts to reveal the impressive engine beneath while the doors can be opened to accommodate a Bruder figure (sold separately) within the cabin. Typical of the Bruder brand’s high level of attention to detail, this tractor offers excellent control due to its oscillating axle as well as a steering extension that can be inserted through the sliding roof. The height-adjustable rear coupling is compatible with all Professional series trailers.

The new John Deere 7R 350 tractor is available with or without a fully functional front loader, and kids can also choose from a range of optional trailers. The Forestry Trailer comes complete with four tree trunks and features a rotating and swivelling crane for easy loading and unloading.

The John Deere is also available with a Tandem Axle Tipping Trailer with a tilting function. The upper side panels can be removed, and the lower panels can be opened on three sides. Thanks to the height-adjustable rear coupling of the tractor, all other trailers in the Bruder agriculture theme world can also be used with the John Deere 7R 350.

Toy World 130

71403 LEGO® Super Mario™ Adventures with Peach Starter Course RRP £54.99

REQUIRES STARTER COURSE 71360, 71387 OR 71403

71408

EXPAND YOUR STARTER COURSE

TM & © 2022 Nintendo.

LEGO® PEACH™ NOT INCLUDED

LEGO and the LEGO logo are trademarks of the LEGO Group. ©2022 The LEGO Group.

LEGO® PEACH™ NOT INCLUDED

71407

71406

LEGO® MARIO™ NOT INCLUDED

71406 LEGO® Super Mario™ Yoshi’s Gift House Expansion Set RRP £29.99

71407 LEGO® Super Mario™ Cat Peach Suit and Frozen Tower Expansion Set RRP £59.99

71408 LEGO® Super Mario™ Peach’s Castle Expansion Set RRP £114.99

fresh

FIFA World Cup Qatar 2022 Adrenalyn XL trading card collection Panini | 01604 877 888 | www.paninigroup.com

With just a few months to go until the stage is set for the globe's biggest football tournament, Panini has launched its new official trading card game celebrating the FIFA World Cup. Starting in Qatar on 21st November, fans can begin collecting the tournament's teams and players with FIFA World Cup Qatar 2022 Adrenalyn XL. Featuring all-new cards and categories such as Titans, Rookies, Top Keepers and Goal Machines, this collection includes the national teams which took part in the play-offs, as well as those competing in this year’s tournament.

Collectors can collect and play at home, play online at www.paniniadrenalyn.com, and download the FIFA World Cup Qatar 2022 Adrenalyn XL app.

The FIFA World Cup Qatar 2022 will be the first football World Cup tournament ever to be held in the Arab world and runs for four weeks with the final taking place on 18th December.

Super Mario The Mighty Bowser

The Lego Group | 01753 495 000 | www.lego.com Lego Group has announced the latest addition to the Lego Super Mario Adult product line: the biggest Lego Bowser to date, built from 2,807 pieces. Lego Super Mario The Mighty Bowser building kit is a highly detailed recreation of the King of the Koopas, complete with controllable movements and the ability to launch a fireball, reflective of Bowser’s powerful features.

The specialist set is the latest product to come out of the partnership between Lego and Nintendo, which first launched in 2020. The Mighty Bowser figure, part of the ‘Adults Welcome’ series, has been longawaited by Adult Fans of Lego (AFOLs) seeking a challenge that will bring back memories of the past.

Whether fans are buying Lego Super Mario The Mighty Bowser for building, play or display, the moveable figure uses newly designed elements to recreate the look of Bowser’s spikes. As well as having a fireball launcher and a button to control Bowser’s head and neck movements, his mouth, arms, legs and tail will be movable too.

The Mighty Bowser also has an interactive element. Fans that own a Lego Super Mario Starter Course can choose to battle Bowser against Lego Mario, Luigi or Peach, allowing for truly immersive and digitally enhanced play.

Lego Super Mario The Mighty Bowser also includes step-by-step instructions to guide the complex building of this figure.

Cupuz 3D Models to Make

Artstraws | 01792 796151 | sales@artstraws.com Following the successful launch of Creation Station’s Cupuz range of 3D Models to Make at the Toymaster Show, Artstraws has seen a high number of repeat orders. Unsurprisingly, the Dinosaur models are proving the most popular, but Wild Animals (including Elephant, pictured) and Pets are also moving through well.

There are 16 designs of 3D Models to Make - six Dinosaurs, five Wild Animals and five Pets – in gender neutral designs suitable for kids aged six and over. Aimed at pocket money purchasers, RRPs are sub-£5 the single model packs and sub-£8 for the scenes. This makes Cupuz ideal as a collectible range.

Designed for hook display, each pack is 19mm x 11mm x 4mm and fits into a standard letter envelope (DL) which retailers with online sales platforms will appreciate. Everything is in the pack, and no glue or scissors are required.

The models are made from a thick, rigid, die-cut card but the individual pieces push out easily and cleanly. Each piece is numbered: to build the model, kids simply follow the similarly numbered diagrams. The models take about 45 minutes to make on average. Some designs are a little more difficult to complete than others, but the level of difficulty is clearly shown on the front of each pack to help with the decisionmaking process. When completed, the realistic models are about the size of a large apple.

An excellent introductory discount is available and remains in place for all repeat orders through to end December. Even without the introductory discount, retail margins are similar to Creation Station’s other, widely appreciated margins.

As successful collectible ranges depend upon a constant stream of new designs, Artstraws has many new designs in development, some of which are likely to be available for Christmas ranges.

An illustrated order form and samples are available. To request one, email sales@ artstraws.com with ‘3D Models’ in the subject line and the destination address in the email.

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Company Profile

KAP Toys

What the Fuzz is going on at KAP Toys?

Cover star KAP Toys, which this year celebrates its 5th anniversary, has unveiled a major step forward in its company expansion plans – its first own-brand plush range, Fuzzballs. Rachael Simpson-Jones spoke to Nat Southworth, managing director at KAP Toys, about kawaii cats, Stranger Things fans and why a ‘nice thing’ can be everything to a child in challenging times.

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roudly adorning the front cover of this month’s Toy World, Fuzzballs is the brainchild of graphic designer Marc Sach.

The property leans heavily into the trend for all things kawaii, pet-themed and popculture, with its adorably rotund characters, mainly cats, engaging in a variety of activities (eating and sleeping play a key role) and generally being cute. In their original comics, viewable online at Fuzzballs.co, the Fuzzballs share aspirational life hacks such as how

to make a salad – ‘Get a salad bowl; Replace lettuce with pizza; Yeah! Pizza salad’ – and how to stay cool this summer (hint: it involves clearing space in the fridge by eating its contents), drawing fans into their consistently charming, inclusive and amusing world.

Yes - KAP Toys appears to have once again picked a winner.

KAP Toys works quite closely with the specialist music and entertainment retailer HMV, which in recent years has been making serious inroads into the pop-culture category, much to the delight of its increasingly ‘geek’ consumer base. KAP’s Harry Potter ranges have done very well in HMV, as has Among Us and, of course, Stranger Things. And it was the retailer itself that tipped KAP off to Fuzzballs, which has now become the company’s first own-brand range.

“People communicate via emojis so much nowadays, and in 2019 Fuzzballs released its own social media stickers on Instagram, Facebook, IMessage, Line and other big platforms – and there have been over 1b downloads since,” says Nat. “HMV took on Fuzzballs merchandise in its stores in 2021 and it’s performed really well. HMV’s head of Pop Culture, Gary Williamson, told us we should consider the property when I said we were looking to acquire the rights to something new and step off, as it were, into a previously untapped area for us.”

Nat will have product on-shelf in time for Christmas.

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The initial range will focus on the core characters before broadening out in 2023. Price points will range from £5-£20, focusing strongly on the collectability element and featuring some of the most popular characters from the comics: the cat in the dinosaur costume (‘rawr!’) gets my vote. Waves of product will drop at regular intervals to keep fans coming back for more.

Nat says: “The property already has a huge fanbase, which is lovely from our point of view: we’ll be producing toys for existing Fuzzballs consumers and we’re sure they’ll be very happy to spread the word on social media. Marc [Sach] is so tuned in to what the fans want and can tweak the content according to emerging trends. But he manages to do so much more than that too, hitting multiple trends all at once to ensure Fuzzballs resonates with a global audience that spans a huge age range. Following our Toy World front cover, we’re really going for it. KAP Toys, Fuzzballs = big things. Conversations with retailers can begin now the cat is out of the bag, pun intended.”

KAP has made its name as a successful distributor, most recently with YuMe Toys’ Stranger Things Mystery Capsules. Sales of the blind-box toys based on Netflix’s phenomenally popular original series, which hit shelves four days before season 4 was released, have been incredibly high, and they’ve become something of a social media sensation too. Fans have been seen

Company Profile unboxing their Mystery Capsules mere moments after leaving the toy store, and those videos have mostly been destined for TikTok. Combining 80s nostalgia with collectability, each retro style TV-themed box contains a wealth of surprises including three scene trading cards, a character card, art card, TV display card and sticker reveal card, all featuring never-beforeseen artwork, plus a figurine based on one of the beloved characters from the franchise. These include Eleven, Hopper, Mike and Max, plus accessories specific to that character.

Stranger Things is a curious one, when it comes to toys. Anyone who’s ever watched it will know that for all its heart and underlying messages regarding the power of friendship and courage, it’s also dark, gruesome and genuinely quite scary. So who’s been buying all these toys? Teens and kidults, that’s who.

Draw a line through all the sales of Mystery Capsules in the past month, Nat says, and he’d be surprised if it dipped into the ‘Kids’ age bracket at all. Echoing the sentiments of many an open-minded industry insider, it’s all about adaptation and evolution for Nat. Drawing on Dave Middleton at Midco Toys as an example, many of the most successful retailers are catering to a much wider assortment of consumers now, with a much broader range of products that appeal to people of all ages. Kids are getting older faster now, says Dave , while adults are trying to stay younger for longer. We saw this during the pandemic, during which consumers turned to toys in their droves as a means of escapism and relief from the challenges of day-to-day life, and the appetite for toys amongst non-kids hasn’t been sated yet. Fuzzballs plush, while cute and cuddly and certainly far more appropriate for young kids than Stranger Things, will almost certainly appeal to teens and kidults too, offering retailers an addition to their plush ranges they can be very confident will sell across the generations.

Far from a move away from its distribution model, the launch of Fuzzballs plush marks the next natural step forward in KAP Toys’ own evolution. From its inception, Nat has maintained that the company should work on its own lines in tandem with its valued distribution partners. He’s watched other companies do that and do it well – he highlights Darran Garnham’s success with Toikido as an example – and while he says Fuzzballs isn’t equivalent to Among Us (at the moment, anyway), there’s huge potential for KAP to take the property further.

“I’m also always looking at long term prospects,” Nat adds. “I know I’ve waxed lyrical about it before, but it’s why I love Harry Potter so much. It’s the 25th anniversary of the first book this year, and it’s still selling. It’s a brilliant licence, a huge property. We want good quality product to align with good quality content because that’s what produces stayers. Rather than flash in the pan licences or toy ranges, we need to pick the ones that are most likely to stick around and become best-sellers – but that’s very tricky. That said, I

KAP Toys

think we’ve got one here that we can sell in across the board.”

It might be hard to pick the winners, but it’s fair to say that Nat and his team manage to, regardless. I asked him what it was about Fuzzballs that made him sit up and take notice, and ultimately decide to turn it into KAP Toys’ debut own-brand toy range. First and foremost, he says, he pays attention to the people.

Who is he dealing with? Who will he be working with on a regular basis? By all accounts, Marc Sach is an intelligent and passionate individual, and he’s obviously been heavily involved in dotting the Is and crossing the Ts on the deal, as have Rocket Licensing’s Charlie Donaldson and Rob Wijeratna. Nat speaks very highly of all three, noting that Rocket Licensing is particularly discerning in the properties it represents – in itself a confidence booster.

Content is key, of course, but more so is how well that content, and the characters that feature in it, lend themselves to the chosen medium KAP Toys is looking at. Nat says he’s seen a lot of fantastic IP that just wouldn’t work in toy form, and that’s OK. You have to be both selective and realistic about the chances of turning a property into a success at retail. And when it comes to Fuzzballs, a big draw has been the existing, loyal and product-hungry fanbase. It’s a luxury to go into production with a readymade consumer demographic waiting in the wings to snap up the toys you make, after all.

Consumers are also crying out for nice things and happy stuff at the moment. Fuzzballs, being as lighthearted and cute and positive as it is, is the perfect balm for a chafed soul: other best-selling plush ranges have highlighted the role of challenging times in their

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success. Add this to the list of reasons why KAP Toys believes Fuzzballs to be one to watch.

KAP Toys is five this year and growing all the time. 2021 was another record year for the business, up double digits yearon-year. Stranger Things has played a big part in this, of course, a case of the ‘right product at the right time’, as Nat puts it. KAP’s business skews towards the autumn/winter period by virtue of its brands, but Stranger Things landing in May resulted in the calendar year getting off to a strong start. Among Us sales have held up much better than expected outside of the autumn/ winter period, which has helped matters heading into the second half of the year, and Kid Made Modern, KAP Toys’ popular arts & crafts line, has made its way into retailers that lie outside of the norm, such as the Royal Academy of Arts. On top of all this, and the pre-Christmas launch of Fuzzballs plush, a major new distribution line currently under NDA is set to be revealed later in the year.

Although he notes that there are plenty of hurdles to overcome, none of which are restricted solely to KAP Toys, Nat remains buoyant about the future – albeit characteristically humble. “It’s hard to see the good sometimes because of all the negativity in the news, but we just need to keep doing what we’re doing: working with our key partners, bringing in the right products at the right time, and selling them through.

We’ve had a good run this year, but the challenge lies in maintaining this momentum. Ken Goodisson at Maxx asked me recently if I was happy with our year-end.

‘Yes,’ I replied, ‘but it’s over now – we have to do it all again next year, and the year after that!’”

Nat also says that some very exciting conversations are taking place behind closed doors, one of which he lets me in on. Readers will have to stay tuned to find out more about that in the coming months. But clearly, KAP has a lot to look forward to and Fuzzballs is just the latest in a long line of company developments that will continue the company’s momentum for years to come.

If you’re interested in finding out more about Fuzzballs or any of KAP Toys’ other lines, contact Nat Southworth on nat@kaptoys.com.

Right Time, On Trend, In Stock autumnfair.com

A celebration of the most beautiful handcrafted toys, brain-teasing puzzles and must-have gadgets.

Feature

Autumn Fair

Midlands

meet up

Autumn Fair returns to NEC Birmingham from 4th-7th September for four days of networking, order placing and getting hands-on with product ahead of the Golden Quarter. Toy World takes a look at what to expect from this year's show.

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ith over 1,000 UK and international exhibitors showcasing their collections each year, there’s a huge variety of products at Autumn Fair from across four key buying destinations - Home, Gift, Moda and Design & Source – and 12 sectors: Kids, Toys & Play; Everyday; Home; Living & Décor; Housewares; The Summerhouse; Beauty & Wellbeing; Gift; Greetings & Stationery; Footwear; Jewellery & Watch; Womenswear; Fashion Accessories and Sourcing.

Daniel Mayhew, event director, Autumn Fair, says: “We head towards this September’s Autumn Fair in a positive and buoyant mood. Our exhibitors continue to support the show and use it as a platform to showcase their new collections. With two months to go until we open the doors to Autumn Fair, I’m delighted to report that many sectors are already nearly fully booked.”

A celebration of toys, puzzles and tech gadgets, the Kids, Toys & Play sector taps into the hottest trends and aims to predict what’s going to be popular at Christmas. The specialist category this year plays host to over 75 children’s toy and gift suppliers in Plush, Licensed, Boardgames, Sustainable, Educational, Pocket Money Toys, Nursery and Clothing. Visitors to the show will be able to find companies including Bachmann, Ty, One for Fun, University Games, Halilit, Keel Toys and Kidicraft, plus newcomers such as Redfits, The Toy Tribe and MNR Brands UK. Sustainable kids’ products are covered in the form of the first ever plantable children’s books from WillSow, Keel Toys’ Keeleco range of 100% recycled plush, and other kids’ brands making the most of renewable, recycled and carbon neutral materials.

Autumn Fair continues to champion change with its Power of One campaign and Sustainability Trail.

Power of One focuses on ‘taking steps to change the world, no matter how large or small’. As part of this, Autumn Fair is raising money for the Retail Trust charity, which provides free and confidential health and wellbeing support to independent retailers. The Sustainability Trail, meanwhile, puts the spotlight on Fairtrade and environmentally friendly brands.

Visitors can also use the Sustainable Exhibitor filter within the Exhibitor List to discover the sustainable brands exhibiting at Autumn Fair.

“Autumn Fair is a curated show for a new era of retail,” said Bhavika Pattni, key account manager for show organiser Hyve Group. “We’re seeing lots of growth and are pleased to welcome a number of new companies that are exhibiting at Autumn Fair for the first time. Many exhibitors are carrying stock ready for fast delivery too.”

Bhavika adds: “This year, attendees to Autumn Fair can expect to find lots of exciting new toys and brands.

Spinning Poodle Games offers a lovely assortment of games for on-the-go, while Smart Toys and Games – a new exhibitor this year – is bringing its huge portfolio of educational games to the show.”

Following its successful trial and launch within the UK at Spring and Autumn Fair, Curated Meetings is now opening its doors to buyers and brands from further afield. Attracting brands and buyers from across the UK, Europe and rest of the world, Curated Meetings facilitates efficient 15-minute prescheduled, 1:1 meetings between qualified buyers and relevant suppliers based on a mutual interest to drive new business opportunities together.

Monica Todd, group product manager, Curated

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Meetings, Hyve Group plc, says: “Half of retail buyers on the programme this year are international, coming from a diverse spread of countries including Switzerland, Lithuania, Slovakia, USA, Ireland, Pakistan, Nigeria, Spain, Denmark, Italy, Jersey, Malta, Serbia, India, Cyprus, Germany, UAE, Israel, South Africa, Greece, Gibraltar and Norway. I am delighted to welcome all our fantastic returning and new brands and buyers to Autumn Fair in September.”

Readers can visit www.autumnfair.com to discover a full list of exhibitors, show information and to register to attend. They can also download the official Autumn Fair App for interactive tools to help them plan their visit and navigate the show. This year, it’s worth noting that a number of exhibiting toy companies are located in Hall 20 while others are in the more traditional Hall 6. If you’re booking meetings, it’s advisable to check your timings against where you need to be so the walk between halls doesn’t catch you out.

As always, Toy World will have a delegation at the show. If you want to set up a meeting, contact john@ toyworldmag.co.uk or mark@toyworldmag.co.uk.

Autumn Fair 200 times and dates NEC Birmingham, B40 1NT, UK Sunday 4th September | 9am – 6pm Monday 5th September | 9am – 6pm Tuesday 6th September | 9am – 6pm Wednesday 7th September | 9am – 4pm

www.autumnfair.com

Autumn Fair

One For Fun 0141 613 2525 | www.oneforfun.com | sales@oneforfun.com Hall 20, Stand G40-H41 After its Bumper Fidget Box won Craze of the Year at London Toy Fair 2022, One For Fun has continued to maintain its reputation as a picker of winning lines and best-sellers. Stretchy, squishy, spikey, shiny, sparkly and scary are the most on-trend themes for pocket money lines this year, with a special mention reserved for the Fidget Slug. Already flying off the shelves, these adorable, posable fidget slugs are made up of interlocking cups and are available in rainbow, glow-in-the-dark and assorted neon colourways.

The Dinosaur head tubs (in both large and small options) open to reveal a collection of mini dinosaurs and are available in T- Rex or Triceratops form. Also popular is the Squishy Cute Animal Tub, filled with adorable, squeezable and unputdownable squishy friends.

One for Fun introduces even more fidget fun with its Scrunchems range from Tobar. A best-seller, this range of fidget balls includes glow in the dark, textured and sensory balls. Nothing is more sensory than plush, however, and Autumn Fair visitors are strongly advised to check out the new glow-in-the- dark plush range, Dream Beams. This brand, from Happy Line Toys, comprises cute, plush characters, each given added collectability with imaginative back stories from Dream Beams World as well as unique features. Each toy is designed to be a cuddly companion 24/7 thanks to their glow-inthe-dark capabilities.

The Animigos range of plush also welcomes some great new additions in the World Of Nature range, while the Tobar wooden toy range, detailed elsewhere in this issue, is now created from FSC-certified wood and packaging as One for Fun continues to develop sustainable product lines. The FSC logo will appear on the packaging of the relevant products to help guide consumers towards a more eco-friendly choice.

Ozbozz introduces strong new outdoor lines including larger wheeled scooters, pogo sticks and new generic skateboard designs.

One for Fun’s distribution lines will also be on show, including those from Zuru, BB Junior, Maisto and Bburago, including great new Massey radio control tractors.

Kidicraft 01282 505988 www.kidicraft.com Hall 6, Stand 6K45 Visitors attending this year’s Autumn Fair will be able to view Kidicraft’s new Hornby Jigsaw puzzle range, which features the classic and heritage brands Hornby, Airfix and Corgi. This year has seen the greatest ever product launch from Kidicraft.

As well as great brands, artwork and products, the company has also introduced recyclable floor display units that are the perfect accompaniment to all Kidicraft’s impressive new ranges.

With stock available from this month, the initial Hornby range comprises 27 1,000-piece jigsaw puzzles across the Hornby, Airfix and Corgi brands. From the Avro Lancaster B.I, one of the most popular historic aircrafts in Britain today, to the high speed Class 91 locomotive, the range offers something for beginners, collectors and enthusiasts alike. Joining the Hornby collection will be a special edition 3,000-piece jigsaw puzzle of the Airfix Spitfire, which includes a Supermarine Spitfire Model kit and the chance to win a great prize. This is a true collector’s item for play and display and as such, stock will be limited.

Following the successful launch of the Harry Potter range, Kidicraft is launching a Star Wars and Marvel range in Prime 3D. From Grogu to the battle-worn bounty hunter the Mandalorian, Kidicraft’s Star Wars puzzle range features some of the most iconic Star Wars characters of all time. These 500-piece Prime 3D Jigsaw puzzles recreate the galaxy’s most famous Star Wars scenes to take kids on an intergalactic adventure. The puzzles are 61x46cm and are ideal for children aged six and over.

Kidicraft’s new Marvel range features a whole host of superheroes and villains from the MCU. From Hulk and Thanos to Spiderman and Black Widow, Kidicraft’s new 500-piece Prime 3D jigsaw puzzle range has something to suit every Marvel fan. A vast selection of Marvel characters and images are available to choose from and the range is set to grow even further in 2022.

Kidicraft is also working hard to become more environmentally friendly; as well as making its floor display units 100% recyclable, the company is introducing eco-friendly, zero plastic, paper envelopes for puzzle pieces on its 1,000-piece Hornby brands jigsaw puzzles.

A show offer exclusive to Autumn Fair means that retailers will receive a 5% discount on all orders over £1,000 placed and shipped before 30th September. Quote ‘AFO22’ when ordering.

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Autumn Fair

Bachmann 07739 200 153 | www.toyway.co.uk | sales@toyway.co.uk Hall 20, Stand J51 Creative kids and adults can take their first steps towards model making with the pre-coloured 3D wooden puzzles from Toyway. They simply push out the pieces and slot them together following the number system to make the finished model. This is a great project for parents and children to construct together; the assembling of the puzzles has many educational benefits including creative thinking and problem solving. Within the range are six dinosaur puzzles and six animal puzzles to choose from. Packaged puzzles and pre-built examples will be on display on the stand at Autumn Fair. All products are in stock and available now.

Also on display will be the impressive range of museum quality model dinosaurs from Toyway, from the Natural History Museum Dinosaur Collection. Articulated toy dinosaurs feature from the Lords of the Earth range, while new for 2022 are the Soft Touch dinosaurs. There are four different types of bendable and bashable dinosaurs to choose from featuring detailed skin texture and appealing colours. All the Toyway dinosaur toys are suitable for ages three plus.

The stand will also feature Günther flying toys, the W. Britain Ceremonial Collection, replica bikes and scooters, die-cast collectibles and plastic kits of all genres and scales including the popular Thunderbirds collection from AIP. There will be various show offers for visitors to the stand. Attendees are invited to come and speak to a member of the team for more information and to pick up a copy of the new Toyway catalogue.

Winning Moves 01706 558539 | www.winningmoves.co.uk Hall 20, Stand D54-E55 At Autumn Fair 2022, Winning Moves will introduce a host of exciting products to both new and returning retailers. With cinemas bouncing back and big budget films on the 2022 agenda, the company is well placed to cover all the bases with its expansive licensed range. Winning Moves also has retailers covered if their consumers are the nostalgic type, with new Top Trumps Quiz offerings such as The (US) Office and Back to the Future.

In addition, Winning Moves has announced the long-awaited addition of The Independent and Unofficial Guide to Roblox Top Trumps to its best-selling Independent and Unofficial Guide range. This line already boasts The Independent and Unofficial Guide to Minecraft as well as The Independent and Unofficial Guide to Fortnite. Those in need of merchandising options to show off these products could opt for the new metal ‘Origami’ CDU. Made from 85% recycled steel, the CDU holds 24 packs of Top Trumps, looks great on shelf and even better at till points, where it’s perfect for impulse buying.

After Autumn Fair, Winning Moves will be turning its attention to the upcoming World Cup in November. Fans of the sport can enjoy the company’s complete range of best-selling products, which comprises Monopoly, a 1,000-piece puzzle, Top Trumps, a Top Trumps Quiz, Top Trumps Match and the latest addition: Guess Who. With plenty to choose from, there’s something for everyone.

Show offers cover everything from Friends Trivial Pursuit to Only Fools and Horses Monopoly, plus much more. As usual, Winning Moves will also be offering its standard trade show deals: 5% off a £500 order or 10% off a £1,000 order. Delivery is to be by the end of October, and other terms and conditions apply.

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Autumn Fair

University Games 0207 254 0100 | www.university-games.co.uk Hall 6, H30-J37 Visitors to Autumn Fair can see University Games’ impressive display of over 45 3D Puzzles and Model Kits. The range includes famous buildings from big blockbusters including Star Wars, Disney, Marvel, Harry Potter and Game of Thrones. New Star Wars Model Kits include the iconic Millennium Falcon, Imperial AT-AT, R2-D2 and Boba Fett’s Starfighter. Also on display will be new 3D Puzzles of The Avengers Tower, Iron Man’s Helmet and Arendelle Castle from Frozen, as well as the best-selling Harry Potter 3D Puzzle range. This includes Hogwarts Castle, The Burrow and Diagon Alley.

Party Game Night will get the party started as friends and family act, draw, bluff and guess their way through a hilarious night of entertainment. Also on display will be Smart Ass, Who’s in the Bag and Perudo alongside the classic Subbuteo range, which celebrates its 75th anniversary this year. With the FIFA World Cup kicking off just ahead of the festive period, this range - which includes the Subbuteo Official England Main Game and Subbuteo England Lionesses Main Game as well as a special 75th Anniversary edition gives retailers a great opportunity to get into the football spirit.

University Games’ adult party games catalogue features games designed with grown-ups in mind.

Bigger is Better, Judge Your Friends and Don’t Drink and Draw are just some of the hilarious games to choose from.

The popularity of Murder Mystery Nights continues to grow and Lagoon has thought of everything when it comes to hosting a great crime-busting evening. Presented in whiskey-style gift tubes, Murder Mystery in Paris, Murder at the Tower of London and Murder Mystery Aboard the RMS Titania all contain six different plots and crimes to solve. University Games also has plenty of Murder Mystery fun on offer including six best-selling dinner party games, a host of murder mystery puzzles and two new titles joining the Case Files series: Fire in Adlerstein and Death in Antarctica.

The Tom Gates games and puzzles range is a great addition to University Games’ children’s portfolio. The new range includes the award-winning Tom Gates 3-in-1 Monster Games Compendium as well as a Truly Awesome Card Games Set and a range of double-sided Colour-in Puzzles. Kids can complete either the colourful puzzle on one side or the dynamic black and white image on the other, which can then be coloured in with the pencils provided.

Paddington continues to captivate hearts both young and old. A fun new addition to University Games’ Paddington range is Paddington Find It Fast, in which players try to be the first to find and match.

The 700-strong product range from University Games and Lagoon also includes iconic brands such as The World of David Walliams, The Purple Cow, Guinness and Plasticine.

Spinning Poodle Games 0330 222 0318 | www.spinningpoodlegames.com Hall 20, Stand B57 Making its Autumn Fair debut, Spinning Poodle Games will be exhibiting its growing portfolio of UK made, low-tech family games. With each game developed to be carried easily in a bag or rucksack, Spinning Poodle Games' range is designed to help parents entertain their offspring without resorting to phones or iPads, and to encourage families to play classic card and parlour games together.

The range includes Slug Sandwich, a simple, funny card game for 2-4 players aged five and over. Players must assemble a disgusting sandwich from unpleasant ingredients to win. The high-quality, colourful cards come in a travel sized tin. Sticking with slugs, the 2022 Right Start award winning Hide the Slug is a fun fruit-themed card game which works well with small or large groups across a variety of ages. Players must cheat by sneaking slug cards amongst the fruit cards to win. This game is simple to play yet highly entertaining.

Simple Charades is a set of colourful picture cards to introduce youngsters to charades. Like Slug Sandwich, the high quality, colourful cards come in a travel sized tin for safekeeping and easy play on the go.

Another 2022 Right Start award winner, Rocket Bang is an entertaining firework-themed card game for families and children. Players take it in turns to place the colourful firework cards in sequence, while 'bang' explosion cards keep things exciting. Rocket Bang is simple enough for children to pick up easily but has plenty of strategy to make it interesting for older players too.

A classic parlour game in which players communicate as many names pulled from a hat as they can in one minute, The Hat Game offers three rounds of increasing difficulty to make it hugely entertaining. The Hat Game set includes everything needed – pens, paper pads, a sand timer and a specially designed hat-bag – and it all fits aways into a tiny, travel sized box.

Spinning Poodle Games also makes Family Friendly Playing Cards. Each pack contains a standard deck of 52 playing cards designed with symbols that are much easier to differentiate compared to a standard pack of cards. This innovative twist on classic cards makes it easier for young or old players to see the difference between suits.

Starter sets with small quantities of the above games, plus other Spinning Poodle Games products, are available for retailers looking to test the range in their stores.

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Now run by

Relaunching on 1st September √ Redesigned, revamped, re-energised √ Fresh content approach √ Greater traction & engagement via the website & social media channels

For more details contact: Advertising: Mark Austin mark@toyworldmag.co.uk 01442 502 405 Editorial: Rachael Simpson-Jones rachael@toyworldmag.co.uk 01442 502 406

Get ready for a roarsome summer with our fantastic range of dinosaur toys!

From wooden puzzles to highly detailed models from our NHM collection, we have everything dinosaur for your store!

Visit us on stand 20F54 at Autumn Fair For more information email sales@toyway.co.uk

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www.toyway.co.uk

Allegedly

Possibly the biggest news for toy suppliers over the past month is that Amazon is now prepared to accept price increases from vendors without needing approval from a vendor manager. There are some caveats involving the RRP not being adversely affected, but as I understand it, most increases under 15% should effectively be accepted inside vendor central. Amazon’s intransigence over price increases has been a major bone of contention for many suppliers since last year, and anecdotally, I have heard of quite a few companies pulling back from Amazon in recent months. Indeed, my understanding is that Amazon has not had a great start to the year in the toy & nursery categories overall, even allowing for how difficult it would have been to anniversary two years of pandemic trading. If Amazon has realized that its lack of flexibility was beginning to harm its sales, then it’s good news all round. A few people have grumbled that in certain instances, Amazon is insisting on a 60-day notice period for the new prices to take effect (basically, “where the cost increase would have a major financial impact for Amazon” according to the Ts and Cs), but that is surely better than not having no real mechanism to put through price increases at all…

Across the board, retailers are looking at ways to make their operations more profitable and effective – and the ways in which they are approaching that goal are many and various. For B&M, it’s all about starting an online journey, with the trial launch of an online home delivery service featuring 1,000 products which includes toys.

For BargainMax, it’s a brand-new state-of-the-art UK warehouse facility which will help the e-tailer support its continued growth. For Argos, it’s the launch of a new Insights Platform, which General Merchandise commercial director Paula Nickolds believes will “step change how we work with our supplier base, enabling colleagues and our suppliers to make even deeper and more informed data led decisions, providing a greater understanding of our customers and how we grow the business together.” Sounds great – now, as one supplier pointed out, if only they can sort out buyers being contactable by phone or encouraging them to reply to emails, they might be on to something…even if this new Platform does sound like the business is heading the way of Amazon. Let’s hope they can crack the data opportunity while maintaining close working partnerships with suppliers at the same time…that strikes me as a winning formula…

Smyths Toys has acquired the French toy retail chain PicWic Toys. Despite several other credible bids, the court ultimately confirmed that it had chosen Smyths to take over the running of the business. The move creates Europe’s largest specialist toy retail operation, given the success of the Smyths German operation, which saw the retailer take over the Toys R Us stores in that territory and turn them round successfully, you can understand why it was keen on the move. Ahead of the acquisition, there had been some murmurs on LinkedIn that suppliers would be heavily out of pocket following the PicWic collapse, but a key part of the deal involves Smyths providing 9m Euros in compensation for creditors, as well as a sizeable contribution to the job protection plan and 50m Euro working capital being deposited, so you would hope that these provisions mitigate suppliers’ concerns…

Over in the US, former Toys R Us directors are facing trial over their conduct during bankruptcy proceedings in 2017, where they will stand accused of misleading suppliers over the retailer's financial position.

Anecdotally I was told by several suppliers at the time that they were encouraged to continue shipping to the struggling retailer, with assurances from unnamed senior people to the effect that "it will be ok, don't worry."

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It will be interesting to see how the Judge assesses those conversations - are individuals responsible for what they communicate to suppliers on behalf of their company, especially assuming they were under significant internal pressure to maintain that things were fine? Or should they have been more honest with their vendor partners, even in a 'nod and a wink' way? There are some big names under the microscope – including David Brandon, Richard Berry and others – so it is unlikely that they will be able to claim they didn’t realise how bad the financial situation was. In truth, I don’t know which way the judge will go, but I do think this case will be very closely watched by retail executives in every sector – if Toys R Us directors receive heavy fines or even jail time for the way they conducted themselves, it will act as a very powerful deterrent for anyone finding themselves in a similar position in future…

And I do feel sorry for those businesses that still operate successful Toys R Us operations across the globe – it can’t be good to watch the brand you have over your door or on your website dragged through the mud over the actions of some individuals five years ago. Within the toy community, we all know that these are all very separate businesses - but does the average global toy consumer..?

Meanwhile, here in the UK, the CMA has announced that it is investigating Amazon over some of its listing practices. It will be a long, drawn-out, complex investigation, so don’t expect a quick resolution – but this is a good opportunity to find out if the CMA has teeth. It’s anyone’s guess what the conclusion will be and what level of punishment will be deemed appropriate if Amazon is found guilty (which is a big 'if', to be fair). However, as several toy sellers have pointed out to me, they saw a tangible difference in their business when Amazon stopped selling non-essentials during the pandemic, so the platform clearly plays a pivotal role in determining market pricing, arguably even more so than Argos in its heyday. Too many times I hear of great products being killed as a viable line for other toy retailers by Amazon, and I wish we could find a solution that worked for the toy community as a whole. Amazon isn’t going away, and I appreciate that it can shift serious volumes, but it can also be a product killer and that really isn’t ideal…

Toy retailers can also take heart from this year’s Amazon Prime Day, which apparently saw many sale prices looking remarkably like normal prices from last year, and overall, toy deals didn’t seem to be especially prevalent or outrageous. Collectively, the toy community probably heaved a sigh of relief – the last thing anyone needs right now is current or best-selling lines being killed for the rest of the trade in an unnecessary two-day bloodbath in the middle of summer. I liked the way someone described Amazon’s approach: “They want to be the lowest price…but they want the lowest price to be as high as possible…”

Lego has finally confirmed that it will be pulling out of Russia indefinitely. Although the company had stopped delivering products to Russia back in March, its shops remained open despite most other international retailers pulling out of the territory. However, Lego has now confirmed it will be ending its partnership with Inventive Retail Group which ran 81 Russian shops on Lego's behalf. Even though it did not specifically cite Russia's invasion of Ukraine for the move, it is unquestionably the right decision for a company as ethically and morally impeccable as Lego. Although can it really be true -as claimed by one Russian distributor to a friend of mine recently – that “most toys are still freely available to us.”

It could be bravado, but if it is the case, it certainly goes against what many of the big toy & licensing companies have been saying publicly.

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