Company Profile - Rubies

Rubies all dressed up and somewhere to go

Dress-up specialist Rubies continues to go from strength to strength, having signed a raft of new licensing agreements this year, released numerous costumes and accessories based on the world’s biggest properties, and appointed Tim Mulhall, formerly of Hornby, as its new chief executive officer. Toy World caught up with Fran Hales, head of Portfolio, to find out more about how the company is changing the way it’s perceived by both consumers and the trade and why he believes the dress-up and role-play category is the gift that keeps on giving.

First of all, how has 2023 been for Rubies: what were the standout highlights of the year, and is it looking like Q4 will be a strong one?

There are a fair few highlights to shout about and celebrate, including, most recently, being presented with no less than three Dad’s Choice Awards. Since we kicked off 2023 with a trio of very successful showcases at Toy Fair, Nuremberg and Spring Fair, it’s been non-stop for everyone at Rubies. We have established and developed our 365-degree plan to provide dress-up and play value all year round, not just in key sales seasons. The strategy will see us provide retail solutions across Europe via a selection of licensed and non-licensed products for our consumers.

We’ve also celebrated landmark years with partners such as Disney and Warner Brothers, as we keep moving forward with new development in our current collection and the growth of our licensing portfolio, with the introduction of Hasbro and the World of David Walliams.

Going into Q4, we continue to invest in our dropship infrastructure and ability to deliver quality products across Europe. We anticipate a strong Carnival season and are providing gift ideas for the whole family with our range of toyetic accessories.

We had a very productive Halloween, the main event of every calendar year, bringing the hottest properties to our customers in the form of Wednesday, M3gan and Monster High. The period has certainly set us in good stead for the rest of the quarter and we can’t wait to see what Christmas and New Year bring as consumers look to celebrate, coming back to Rubies time and time again for quality, innovative products.

We’ve seen the licensed toys and merchandise category enjoy strong sales this year. For a company like Rubies, which has one of the strongest licensed portfolios in the industry, this must have been something of a boon. Do you expect licensing to remain strong into 2024?

It’s exciting to see how far the licensing industry has come in recent years. Healthy competition and changing consumer demands have driven a need for innovation in the form of new and original product. We continuously adapt and pivot the product offerings we can provide. It’s why we’re keen to remind customers of our more toyetic ranges such as our accessories based on Marvel, Star Wars, DC and The Wizarding World. We might be known for our costumes, but what we can offer retailers with our accessory range is yet another good reason to be working with Rubies. Having collaborated with retailers at fan-based events, we know there is demand for this type of product in both the kid and kidult retail space. We encourage customers to get in contact and find out what we can offer for next Halloween and Christmas in particular.

So, moving forwards, are you keen to highlight some of your other offerings that differ from core dress-up?

Rubies has evolved its offering from traditional dress-up in standard hanging bags to so much more, from new packaging solutions for costumes including role-play boxes ideal for in-store display or gifting, to dress up trunks and reduced plastics with cardboard hanging products. Rubies can provide the perfect gifts for fans of pop culture at any age: there really is something for everyone in our portfolio. We’ve focused on developing a key line of toy accessories that offer play value 365 days a year. From Marvel’s Thor’s Hammer and a life-size 24” Captain America shield to Barbie accessory sets, Rubies’ gift range is a top solution for retailers looking to bolster their toy offering.

When people think of dress-up they often think of Halloween and Book Day, but what other periods see Rubies’ products really shine through?

Rubies’ line-up of imaginative, modern and fresh toys, dress-up costumes and accessories is designed for 365 days a year of play, for kids of every age. Dress up can offer so much in terms of play; when a kid gets into costume they can enjoy true escapism, unlocking an immersive world of opportunities as their favourite character. A costume is often worn all day, which provides play value like no other product. Although Halloween and Book Day are two of the top dress-up occasions of the year (which we love), costumes unlock far more possibilities for little ones when used all year round and are rich in play value. Our dress-up options are designed to enhance playtime and therefore make for a perfect Christmas gift-giving experience for families nationwide.

How is Rubies planning on supporting its retail partners in the year ahead? And what makes Rubies a good supplier to work with?

Not only does Rubies have an enviable relationship with global suppliers, ensuring a strong and steady flow of stock and high availability of products, it also provides dropship capabilities, removing the risk of inventory stacking up, whilst also facilitating delivery across Europe through our multiple state-of-the-art fulfilment centres. Alongside this, Rubies is planning even more exciting new retail partnerships for the year ahead. With new and innovative POS solutions crafted to take retailers’ in-store offering to new heights, including FSDUs, CDUs and new packaging solutions, the design refresh is optimised to enhance the consumer shopping experience.

Why do you think dress-up and role-play remains an evergreen role play pattern?

The message we really want to get across is that a costume offers so much more than just the opportunity to dress up and is therefore an ideal gift. More often than not we buy costumes for ourselves, but by giving a costume to someone else as a gift, you not only provide joy but also encourage creativity which kids carry with them from childhood into adulthood. We associate dress-up and role-play with fun. It’s as simple as that: whether you’re a kid, a student or an adult, we can all get enjoyment from dressing up or seeing others get into costume. It’s why our overriding messaging for the past year has been about getting ‘All Dressed Up’. There is always an occasion to do so, not just at Halloween or Book Day.

How will your new 2024 product ranges enhance this play pattern even further?

From accessory add-ons suitable for every budget to entire dress-up box bundles, the Rubies team has been hard at work studying in-depth trend reports, testing products and working with licensors to ensure the new 2024 ranges are just what consumers want and need. All are designed with the end goal of delivering purchasing appeal to shoppers.

What will you be showcasing at Spielwarenmesse in January – and what makes the Rubies stand unmissable?

Rubies will once again be in both Halls 12 and 9. This year we are introducing a very exciting addition to Hall 12… but you’ll have to book an appointment with your local Rubies representative to find out more. I can tell you that we will be showing product from the 365 range alongside exclusive theatrical release products and our brand-new licences, including Hasbro.

On top of its new licences, Rubies is also delighted to showcase its range of new products for 2024, all of which are ideal for festive gifting. New Barbie accessory sets and jelly shoes, as well as exciting dress-up options including a Cowgirl costume for adults and kids, will be available to view and order on the stand.

Is there anything else you think our readers ought to know about Rubies’ strategy, aspirations or product developments for 2024?

The combination of superior licensed product, new POS developments, dropship capabilities, modern packaging refreshes and continuous product innovation makes Rubies’ 2024 product array and retail support like nothing our customers have seen before. Not only are we expanding on our licensed portfolio with the likes of Hasbro, Young Jedi Adventures and Deadpool, but we’re also looking to collaborate with our retail partners to support marketing initiatives and experiential events. The wide portfolio of product from Rubies, spanning everything from classic dress-up to fun and innovative toyetic accessories, makes our ranges the perfect solution for dress-up or gifting, any day of the year.