Toy World Magazine January 2023 - Part 1

Dean Weller, Chief Executive Officer

From the global pandemic to the cost-of-living emergency, the last three years have certainly thrown the industry some challenges. Now with Global recessions looming, our team continues to focus on how we make your budgets go even further, whilst continuing to innovate and lead in your market.

Through adversity to the stars

-Royal Air Force

“Per ardua ad astra.”

“Around here we don’t look backwards for very long. We keep moving forward, opening up new doors and doing new things, because we’re curious...and curiosity keeps leading us down new paths.”

Walt Disney

Lisa Morgan, Managing Director

Your consumers and marketplace never stand still and neither do we. Here at Generation Media, we continuously innovate, develop, and challenge ourselves. Providing the very best people, insight, media planning & buying and technology for our partners.

+44 (0) 207 307 7914

lisa.morgan@generationmedia.co.uk

W Director of Client Services

“Great things in business

never done by one person, they’re done

a team.”

Steve Jobs

Felix Lewis, Business Director, Head of Digital

As market leaders, we pioneer innovative analysis systems. Optimus AI is our proprietary and revolutionary tech stack allowing us to effectively amplify your brands’ potential. Optimus AI is driven by billions of data points; millions of insight layers, and thousands of campaign learnings to drive efficiencies.

+44 (0) 207 307 7909 felix.lewis@generationmedia.co.uk

“The intelligent use of science and technology are the tools with which to achieve a new direction.”

Jacque Fresco

from the publisher

Welcome to the January issue of Toy World – the single largest edition we have ever published. I say this every time we hit another milestone, but it bears repeating; we couldn’t have achieved this without the fantastic support of the toy and licensing community. A heartfelt thanks to each and every advertiser who chose to be part of this seminal issue.

Your support is always appreciated, but right now more than ever, because – let’s not beat around the bush here – 2022 was not the easiest of years. Twelve months ago, we were all hoping for a return to normality – or at least a semblance of it. What we got was a whole new set of challenges we had never encountered in business before; a war in Ukraine, leading to a global energy crisis, exacerbating a steep rise in inflation to levels not seen for almost 50 years, which contributed towards to a temporary collapse in sterling.

The fact that the toy market emerged relatively unscathed from such turbulent economic conditions reinforces the long-held adage that while we may not be entirely immune to external economic pressures, we can certainly lay claim to being incredibly resistant to them. The toy community is nothing if not resilient and, once again, it stepped up when the going got (very) tough.

When I wrote this column, there were still five full days of festive trading to come before the big day – and as anyone who has spent any length of time in the toy industry knows, those five days could have made a serious difference to the final numbers. We’ll find out where everything finished up when NPD unveils the final figures for 2022 at Toy Fair, but my educated guess would be that we possibly finished the year a few per cent down versus 2021.

If that does indeed prove to be the case, I think we can consider it a bullet well and truly dodged. It didn’t look that way during September and October, when the festive season got off to an extremely sluggish start. Thankfully, trading picked up at the start of November, and despite some major challenges in December as a result of the Royal Mail strike, the last two months saw a return to the kind of pre-Christmas run-in we used to enjoy pre-pandemic. High Streets and Retail Parks saw footfall increase, and despite dire warnings about consumer confidence and shoppers being forced to cut back on their spending, many retailers found themselves pleasantly surprised by both the number of customers visiting their stores and their basket spend.

This late surge may not have been enough to completely negate the deficit accrued across the year, but I suspect

that if suppliers and retailers had been offered a modest drop a few months ago when things looked a little bleak, they would gladly have taken that.

Anyway, I am debating hypothetically: I don’t have a magic crystal ball or time machine. 2022 was what it was, whatever it was. It’s time to turn the page and write the story of 2023. New Year, new possibilities, new hope. Probably new challenges as well if the past few years are anything to go by. But we’ve faced some pretty tricky conditions over the past few years and, by and large, have overcome adversity with considerable aplomb.

Personally, I love this time of year. Over the next few weeks, we get to spend time with our entire customer and readership base, visiting the London and Nuremberg Toy Fairs. We will see a treasure trove of new products, talk at length about the past year and the year to come, and generally try to get our heads around what lies ahead for the toy market this year.

I hope that this mammoth issue can play its part in that process. In your hands, you hold the result of two months of incredibly hard graft by the entire Toy World team. Within its 394 pages, you will find an exhaustive round-up of the companies which will be exhibiting in both London and Nuremberg, and a look at the cream of the new lines they’ll be unveiling at the shows. You’ll get a strong sense of which companies are poised to have a great year, and of the products your customers will be eagerly seeking out in the coming months.

With a couple of weeks to go before the shows open, this issue will give you the perfect opportunity to do some valuable preparation for your trip. So, grab a pack of biscuits and an enormous Sports Direct-sized mug of your favourite brew and dive in.

In addition to the extensive London and Nuremberg previews sections, there is plenty of other content to get your teeth into this month. Our special Hot Properties licensing feature rounds-up a selection of the key licences that will be on the radar of suppliers and retailers this year, while there is also opinion and analysis from every corner of the industry – retailers, suppliers, licensors, advertising agencies, industry observers and, of course, the Toy World team itself. We love to report what industry experts have to say, but we like to express our own thoughts and opinions too. It’s what a good 21st century trade magazine does.

I hope you enjoy this issue – it’s taken blood, sweat and a few tears to pull it all together. Then we look forward to seeing you all along the trail – in London or Nuremberg in the next few weeks, or at one of the shows later in the year. 2023 – show us what you’ve got!

John Baulch - @Baulchtweet

Smyths Toys’ UK operation reports record profits

The UK business of Smyths Toys has recorded record pre-tax profits of £18.11m. The Irish Examiner reported in November that new accounts filed by Smyths Toys UK Ltd with Companies House showed the business almost doubled its pre-tax profits in 2021 from £9.5m to £18.11m. This followed revenues soaring to a new record level of £788m, an increase of £167.9m, or 27%.

The directors said they were pleased with the results, particularly in the current economic climate, the competitive market place and taking into account the Covid-19 pandemic.

The UK business recorded its best ever performance despite all of its bricks & mortar stores closing for a prolonged period from January to April in 2021 due to UK government Covid-19 restrictions. However, once these restrictions were eased, according to the directors report, “all stores fully reopened and performed strongly for the remainder of the year”.

The directors report added that further expansion is expected in the UK market in the coming years, through the opening of new stores. The company recorded post-tax profits of £13.18m after paying corporation tax of £4.93m and said its employee total has increased from 2,901 to 2,979.

Separate accounts for Smyths Toys NI Ltd show pre-tax profits at the Northern Ireland unit increased by 59% to £1m last year as revenues increased by 9% from £46.47m to £50.7m.

Combined revenues at the UK and NI arms of the Smyths Toys business in 2021 totalled £838.7m.

Looking to the future, the directors said the principal risks and uncertainties facing the business are competitive price pressures and foreign currency fluctuations, together with Brexit and the Covid-19 pandemic.

In total, the group operates 231 stores across its entire network in the UK, Ireland and continental Europe. Along with the 115 stores in England, Scotland, Wales and Northern Ireland, Smyths Toys operates 21 in the Republic of Ireland, 67 in Germany, 17 in Austria and 11 in Switzerland.

Toikido partners with P.M.I and Character Options on Piñata Smashlings launch

Toikido has partnered with P.M.I and Character Options to deliver Piñata Smashlings, an immersive and captivating IP it says is set to become one of 2023’s most exciting children’s brands.

The first IP created solely inhouse by Toikido, Piñata Smashlings will take the gaming and toy sector by storm with a Roblox game already in production and a series of animated shorts, music, collectibles, trading cards, books, plush and play sets all scheduled for release next summer.

Established in 2020, Toikido is quickly gaining recognition within the kid’s entertainment industry, with its founder Darran Garnham and growing team renowned for the creative magic behind global success, Moshi Monster.

Underpinned by a deep character driven story, the ‘Piñataverse’ will be home to hundreds of playful characters, including cheeky little creatures Smashlings and playful Piñatas. From the Rainbow River to the Rumble Jungle, players will be able to climb to the highest peaks or dive deep below the seas in search of precious Piñata Pods and hidden treasures, bringing the colourful Piñataverse to life.

Both the Roblox game and toy launch will be supported by a multi-channel approach with a strong influencer strategy at its core. With over 50 Smashlings to collect in series one, this rich IP will allow for plenty of unique characters for retail promotions, collaborations and exclusive opportunities.

Darran Garnham, founder and CEO at Toikido, said: “Piñata Smashlings is the first toy IP launching on Roblox which is simultaneously supported by a physical toy offering. Both game and product are being developed together to enrich engagement. Piñata Smashlings will be one of the first brands to attach codes redeemable within Roblox to every physical product, truly connecting the offline physical with online digital.”

Boaz Dekel, founder, CEO and chairman of P.M.I, added: ‘’Working with Darran and the Toikido team is a wonderful experience. After the successful partnership on Among Us and Gang Beasts, we are extremely excited to be a part of Piñata Smashlings and cannot wait to bring this fantastic IP to market. We are investing in creating a colourful, fun, and fresh toy line suitable for Piñata Smashlings, while also ensuring all packaging is sustainable.’’

distributor of leading brands

Toy Fair set to return in

The International Istanbul Toy Fair is preparing to bring the toy industry together once again when it returns to Tüyap Fair, Convention and Congress Center, Büyükçekmece, Istanbul, between 28th February -3rd March 2023.

The exhibition, which is located in the center of Eurasia, will see visitors from the region gather together with leading toy brands and suppliers under one roof. Companies will have the opportunity to exhibit their newest

and most popular products at the Istanbul Toy Fair, while visitors can discover the products that will help them achieve their commercial goals.

Yesim Ulusoy, assistant general manager of Tüyap Fairs Production Inc., told Toy World: “Our preparations are continuing. We aim to increase the number of visitors of the Istanbul Toy Fair - which opened its doors to nearly 4,000 visitors from 72 countries and 56 provinces in 2022 - by at least 17%, supported by our effective marketing plans for the show.”

He added: “With the support of our overseas offices in Moscow, Skopje, Tehran and Tbilisi, and our 80 agents in 18 countries, we’ll bring thousands of visitors from the Eurasian toy industry together with a raft of leading exhibitors. Our goal is to help boost the export volume of the sector: to ensure we achieve this, we have digital marketing actions planned in 45 countries including Germany, Italy, Poland, Spain, England, Hungary, Russia and UAE. Social media, digital advertisements and target-oriented mailings will play an active role in reaching potential visitors.”

The Istanbul Toy Fair team continues to closely observe the changes in the country and the world economy in recent years, and says it will act in accordance with these changing dynamics during 2023.

This year, visitors to the show will be able to view a dedicated section of Baby & Mother Products alongside a host of other categories from across the toy and games industry. Held for the fifth time by Tüyap Fair Organization Production Inc., in cooperation with Toy Manufacturers Association (OYDER), visitors to the Istanbul Toy Fair can discover toys, baby accessories and equipment, innovative tech, hobby and art materials, educational and strategy games, licensed products and much more.

Owing to the nature of this specialist trade fair, the general public and visitors under the age of 15 will not be permitted entry.

For more information, visit www.istanbuloyuncakfuari.com or follow the show’s Facebook, Instagram and LinkedIn pages.

DreamGear plays to win with portfolio of gaming and tech accessories

DreamGear, a manufacturer and distributor of high-quality video game accessories and consumer electronics, enters its 21st year of business, having started up in 2002. Its products have been consistently selected as international CES Innovation Design and Engineering Showcase Award Honorees, while Entrepreneur magazine has highlighted DreamGear as one of the Top 300 Fastest-Growing Companies in the United States. The company has four standout brands.

The DreamGear brand provides innovative and cutting-edge video game accessories for all major video game platforms. An extensive product line for every gaming system produced by Sony PlayStation (PS3, PS4 and PS5), Nintendo Switch (Nintendo Switch, Switch Lite, New3DS XL) and Microsoft Xbox (One and X/S) is offered, providing consumers with hundreds of different items across all video game platforms.

DreamGear’s line-up of bionik products comprises an extensive array of high-quality video game accessories for PlayStation, Xbox, Nintendo, PC and Android. The bionik brand is committed to providing unique and innovative accessories that act as catalysts for an improved experience by bringing players the latest in gaming technology.

My Arcade is an exciting line of miniature retro arcade machines, ‘plug ‘n play’, portable handheld devices which feature iconic licensed titles from Bandai Namco, Capcom, Data East, Konami, Taito and Jaleco. My Arcade brings classics such as Pac-Man, Galaga, Space Invaders, Street Fighter II: Champion Edition and many others to the palm of players’ hands, evoking nostalgia among adult gamers while encouraging a whole new generation of youngsters to embrace classic retro games.

iSound is a complete line of audio products and accessories for all mobile devices. The iSound brand offers a wide variety of high-quality audio, power and general mobile products, including Apple licensed products, speakers, batteries, charging docks and other accessories.

Today, DreamGear’s products from across its brands are sold worldwide across North America, South America, Europe, Asia, Australia and the Middle East. To find out more, visit www.dreamgear.com, www.bionikgaming.com, www.myarcadegaming.com, or www.isound.com.

©2023 Mattel. ©2023 Gullane (Thomas) Limited.

Haico’s Shakems brand continues to shake up the toy market

Billed by Haico as ‘the latest innovative toy for creative and sensory play’, Kids can shake, shake and see what they make with Shakems. The product has taken the market by storm since launching in 2022, becoming a resounding success in both the UK and the Australian toy markets where Shakems toys quickly sold out at retail.

Hayley Leacock, commercial director at Haico, told Toy World: “Shakems has significantly exceeded retailers’ forecasts and their predicted sell through, earning its place in core selections at a number of major retailers for 2023.”

There are two versions of Shakems within the brand: Shakems Eggs and Shakems Tie Dye Pets. Shakems Eggs are the first generation of Shakems and offer kids a variety of designs and activities.

The range includes the Frozen Ice Age Dinosaur Egg, Slime Dinosaur Egg, Slime Unicorn Egg and Unicorn Bath Bomb Egg. Shakems Tie Dye Pets, the second generation of Shakems, are cute pets that arrive inside a tie dye ball. Each pet comes complete with all the materials kids need to make their very own tie dye pet with the unique Shakems ‘Shake, Shake’ method. Shakems Tie Dye Pets are available as Tie Dye Dinosaur, Tie Dye Unicorn and Tie Dye Teddy.

“Shakems are fun, mess free and 100% reusable, as well as being responsibly sourced and packaged,” added Hayley. “At Haico, we are always mindful of creating the best products we can whilst adhering to our environmental responsibilities, which is why our packaging is completely plastic free and FSC-certified regulated.”

Haico is currently working on the third generation of Shakems to be launched with major retailers in 2023. The pocket-money priced Shakems Minis collection gives kids a more affordable and accessible entry point to this best-selling brand, while retailers will benefit from the repeat sales and footfall the new range will drive. There are many more exciting things to come from the world of Shakems, with further news to be revealed in the coming months.

Explosm announces new card game Master Dater

Cyanide and Happiness’ newest card game Master Dater is coming to Europe from the creators of Joking Hazard which has sold over a million units globally. The game for teenagers and adults, launched via Gamefound in April 2022 and exceeded its funding goal by over 1500%. Copies landed with backers in December and then debuted at PAX Uncut where early feedback saw a string of 5-star reviews. “You really never know what to expect with this game and from the many game sessions I’ve had already, everybody left the table laughing and having a favourite date combination from that session,” said one player.

In a departure from the normally 18+ branded content from Cyanide and Happiness, the main game is suitable for ages 14+, making it suitable for a larger crowd while keeping the trademark humour intact. However, 18+ content is available in the game’s day one expansion pack: Master Dater Uncut.

Master Dater takes approximately 15-30 minutes to play yet takes just two minutes to learn. One player is the single and selects three interest cards. The other players each use one head and one body card to create a date for the single, then argue over who is the best date and why. The cards are made from high quality gloss paper that will repel drinks that may land on them whilst playing.

Master Dater and its Uncut expansion will be available for wholesale purchase in spring 2023 and is being translated into multiple languages globally. It is available for pre-order now.

Master Dater is the first of several games that Cyanide & Happiness plan to launch this year with the next title scheduled for a summer release. Cyanide & Happiness started off in the early 2000s as a web comic and has since gone on to make TV shows, video games, card games and a YouTube Channel with more than 11m subscribers. More information is available on the website www.explosm.net.

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

Rebecca Deeming

Let me start by wishing you all a Happy New Year! With the chaos of Toy Fair season just a couple of weeks away now I hope you all got a well-deserved rest over Christmas.

We can’t wait to be back at Olympia London to open the doors to the industry later this month. This will be the second year Toy Fair has used the layout of both the Grand and National Halls, as well as both galleries, but we have also expanded this year to maximise both upstairs areas completely, which has extended our footprint.

There will be more than 250 exhibiting companies showcasing thousands of brand-new products for the first time; from plush toys and tech toys, to boardgames and puzzles, there will be something for everyone. If you are a visitor and haven’t yet registered for your free visitor badge, you still have

time to do so by visiting www.toyfair.co.uk. You can also view who is attending by browsing our extensive online exhibitor listing on the website as well.

Toy Fair is newly on Instagram so please do follow us @toyfairuk to keep up to date with all of the show’s news as well as lots of exciting exhibitor content.

Elsewhere, the BTHA has been supporting our members to comply to the new packaging waste regulations in the UK. The details of these regulations were finalised late in 2022 with obligations needing to be met from 1 January 2023. The new regulations apply to all businesses with an annual turnover of £1m or more, and handle/ supply more than 25 tonnes of packaging annually. Members should get in touch if they have any questions.

All About Games celebrates 2nd anniversary

At the end of January, All About Games Consulting will reach its 2nd anniversary milestone. The joint venture, started by co-founders Cedric Delobelle and Daniel Steel, has been thriving since emerging into the market in early 2021. The team recently announced a major sponsorship deal with the UK Games Expo, which Cedric told Toy World is just the latest big step forward in the company’s first two years of business. “We have seen really encouraging growth in the last 18 months,” he explains. “In August of 2021, I hired Philip, my first employee. Now, we are managing a team of 10 when I’d originally planned for perhaps three employees if business was going well at this point.”

It isn’t just the All About Games team that has grown. While the consultancy initially set out to support clients with either localisation sales, business development or marketing, it has since added a host of new services.

Philip Hatch, AAGC’s IP & Business Development manager, told Toy World: “We’ve developed our offering to match the demand in the industry, but we’re reactive enough that we can also pursue the projects we are passionate about. For example, Cedric and I had been talking a lot about eco-friendly and ethical production, and about the wider issue of what sort of world we’ll be leaving behind for the next generation after our own. So, we learnt a lot about manufacturing processes and the challenges involved. Now we’re able to offer guidance to businesses looking to implement these changes, and it’s work we’re incredibly proud of.”

While the company’s rapid development and expansion is something to be lauded, Cedric is quick to highlight that for his young consulting company, sustainable growth is the order of the day – particularly in these times of global uncertainty. He said: “I am an economist, and everyone is worried about the future. We started the company in the depths of the Covid pandemic, so we’re used to adversity. Our bottom line is always to put our partners first. It isn’t about us making a quick payday, but about establishing long term business relationships that secure the future of their company, and our own.”

By offering consultancy on all aspects of a tabletop game project’s lifecycle, the team is set to become a one-stop shop for medium sized publishers looking to grow their business and establish themselves in the international market. To find out more, visit www.aagc.games or email info@aagc.games.

its expanded safety testing capabilities

2022 has been a busy year for the Eurofins MTS safety testing laboratory in Leeds. November marked 12 months since Modern Testing Services (MTS) was purchased by Eurofins and joined its Consumer Products Testing division. Although Eurofins already had a small toy testing laboratory in Manchester, it was decided to consolidate all toy testing into the larger MTS laboratory already located in Leeds. That transition took place during the summer of 2022.

Thanks to increased staffing levels as a result of aligning the two operations, the Leeds laboratory now offers a quicker turnaround of (typically) five days for EN71 testing – mechanical, flammability and chemical testing as well as REACH testing, safety assessments, and outsourced QA support as part of the toy industry service offering. Eurofins MTS UK’s outsourced QA team includes toy technologists and was expanded during 2022. This means it can take on more product compliance and quality assignments for organisations in which the incumbent QA team needs additional support, or which lack the internal expertise or budget to employ dedicated personnel.

Sustainability continues to be on everyone’s lips. Eurofins has publicly launched its Sustainability Division service portfolio, which includes carbon footprinting, supply chain mapping, vegan verification, bio-degradability/ compostability testing and more. While many companies are looking to become more sustainable, developing a robust sustainability strategy remains somewhat overwhelming. The Eurofins team can support companies with this key task and then work with them on their sustainability journey once established.

Naylor

Activity Tunnels unveils special retail offer

Naylor Activity Tunnels has announced a special early Q1 deal for retailers that will help those looking to get ahead on their summer and outdoor toy lines to save money. Running from now until the end of February, the offer gives retailers very attractive margins on Naylor’s range of colourful and hard-wearing tunnels for kids of all ages. Retailers ordering the company’s 1.5m tunnels (RRP £36) will pay just £18 per unit, while the multi-coloured 1.44m tunnel (RRP £45, two designs available) can be bought for just £22.50 per unit. Naylor’s 3m tunnels are also available in the offer: with an RRP of £91, the trade price is just £50 per unit until the end of next month. The minimum order quantity is 20 tunnels, while orders over this amount can be mixed as per the customer’s requirements.

Naylor tunnels are made from a medium PVC material, up to four times thicker than alternatives on the market. With a spring steel wire coil which is fully enclosed in a heavy-duty and hard-wearing cover strip, the tunnels are flexible and self-supportive. Using PVC material makes all of the tunnels suitable for indoor activities but also durable enough to withstand outdoor play whatever the weather. They are waterproof, easy to clean and concertina down for storage. The durability of the tunnels means they will last throughout a child’s developing years.

For more information or to place an order, call 01226 444 378 or email nayloractivity@naylor.co.uk.

Rainbow Designs signs distribution deal with Animal Adventure

In a strategic distribution deal with US plush company Animal Adventure, Rainbow Designs will launch and distribute Animal Adventure soft toy collections in the UK.

The Animal Adventure collection for Rainbow Designs features a carefully curated range of everyday soft items for baby and a line up of animal soft toys for kids of all ages.

Headlining the baby range is the stylish Safe & Soft Collection including My First and Baby Comfort Toys. The patented Safe & Soft Collection features specially treated antibacterial and hypoallergenic materials, while expanding the baby line further is the aquatic Under the Sea Collection with a soft book, My First Plush Collection.

The Animal Adventure Cuddles Collection is an extensive range of soft toys in a wide variety of themes and formats, including the Little Luxuries Plush, Puppy Pals, including a cute Corgi, Dangle Bears, Dinoriffics, Barnyard Buddies and Puddle Jumpers Plush. Completing the line-up is the Squeeze with Love Collection, featuring Little Dumplings.

In addition to the core domestic stock opportunity, this agreement provides Rainbow and its customers access to the extensive catalogue of seasonal, specials and everyday plush from Animal Adventure and its affiliate, Dan Dee International.

Anthony Temple, Rainbow Designs managing director, said: “This distribution agreement is an exciting new opportunity to expand and extend our current business into the everyday plush sector, alongside our traditional licensed character business. The Animal Adventure Collection adds an extra dimension for Rainbow and is complementary to our position as the Home of Classic Characters. Animal Adventure and Dan Dee have a proven leadership position in the US soft toy market with amazing design and sourcing capability. We are delighted to be joining forces with them on this new adventure.”

“We have been looking for a strong UK partner to help us expand our product ranges and retail footprint and we are delighted to have secured an agreement with Rainbow,” commented Mark Matheny, head, International Sales & Global Licensing at Animal Adventure & Dan Dee International. “Rainbow has a very strong reputation in the UK as a leader in the Plush, Baby and Infant categories.”

Rainbow Designs will launch the initial Animal Adventure Collection at the 2023 trade Shows, including London Toy Fair, Nuremberg and Spring Fair.

Third-party logistics specialist Rhenus provides expert services for toy retailers

Read on to find out how Rhenus’ new, sustainable warehousing campus will bolster the logistics specialist’s current slate of services.

Rhenus Warehousing Solutions UK provides toy retailers with dependable logistics solutions, covering all aspects of supply chain management. The logistics specialist offers a comprehensive range of warehousing and distribution services to support retail, wholesale and eCommerce customers in the toy sector. The company is part of the Rhenus Group, one of the leading logistics specialists, with global business operations and an annual turnover amounting to €7b.

Operating out of Lutterworth, Leicestershire, Rhenus is currently building a new, sustainable warehousing campus in Nuneaton, Warwickshire, which will total 1m square feet. Upon completion, the development will be certified BREEAM Outstanding and fully adhere to the net zero operational carbon framework put forth by the UK Green Building Council (UKGBC). Solar panels, air source heat pumps and electric car charging points are being installed to provide Rhenus with renewable energy and help customers achieve their own carbon zero goals.

Over the past 30 years, Rhenus Warehousing Solutions UK has worked with numerous major retailers and built up a foundation of expertise, ensuring it is a leader in the industry. Because of the extensive experience it has working with toy manufacturers, wholesalers and retailers, Rhenus understands how dynamic the toy industry is and provides a range of tried-and-true solutions that work. This means those in the toy sector can focus on their core business, leaving Rhenus to take care of the supply chain from end to end.

By working with Rhenus, toy companies benefit from increased efficiency, agility and productivity, the ability to manage peak seasons and support with new product launches. Using the latest integrated IT and warehousing systems, and new innovations in automation, Rhenus ensures its customers get the best service possible.

To set itself apart from other third-party suppliers, Rhenus also works to form long-term partnerships with each client, rather than simply offering a ‘paid-for’ service. As part of each partnership, the company delivers a tailored approach suited to the manufacturer’s individual needs.

Kerry Delaney, regional managing director North-West Europe at Rhenus Warehousing Solutions UK, told Toy World: “We’ve been working within the toy sector for many years now, and are proud to have developed a highly effective system that caters to the unique demands and challenges of the industry. Over the years, we’ve acquired all the specialist knowledge needed to ensure toy companies’ operations and supply chains run as smoothly as possible. At Rhenus, we’re on hand to provide customers with all our support and expertise, and our team of highly experienced colleagues is fully equipped to ensure quality is maintained and deadlines are met.”

To find out how Rhenus Warehousing Solutions UK can help toy businesses, phone 01455 200 700 or email wslutterworth@rhenus.com.

Zuru continues to see big success with Mini Brands

The globally popular collectible toy line 5 Surprise Mini Brands is enjoying continued success in the United Kingdom & Ireland. Mini Brands was 2022’s No.6 item in the total market YTD, with Mini Brands Disney coming in at No.12 in October, as per NPD. In addition, Mini Brands has amassed over 5b views on TikTok. This success helped Zuru become the No.7 supplier in the UK YTD.

The Mini Brands craze shows no signs of slowing down, with the launch of the highly anticipated Disney Mini Brands Series 2 and Toy Mini Brands Series 3 keeping fans engaged and eager for more. These new series feature an expanded collection of beloved characters and popular toys, providing fans with even more ways to collect and trade their favourite Mini Brands.

In addition to the new toy releases, Mini Brands is launching Mini Fashion Series 2, which features miniature versions of popular clothing and accessories. This series allows collectors to add a fashionable touch to their Mini Brands collections and provides even more opportunities for creativity and self-expression.

“We are thrilled to see the continued success of 5 Surprise Mini Brands in the UK,” said Zuru general manager UK & Ireland, Will Collinson. “The excitement and engagement from fans on TikTok, YouTube and Instagram has been overwhelming, and we can’t wait to continue to deliver new and exciting minis to collect.”

The Mini Brands craze has taken TikTok by storm, with over 5b videos showcasing creative unboxing, trading and customisation of the collectible toys. More than 1.5m followers and over 30m likes make Mini Brands the most liked toy brand on the platform. Mini Brands has also partnered with several TikTok creators to host giveaways and challenges, further fuelling the excitement surrounding the toy line.

“We are constantly amazed by the dedication and creativity of Mini Brands fans,” added Will. “Their passion for the brand continues to inspire us, and we are committed to bringing them even more exciting new products and experiences.”

Mini Brands Series 2 and 3, as well as Mini Fashion Series 2, arrive at toy retailers nationwide and online from early this Q1.

Agenda Adapt ready to help the toy trade navigate Amazon

Agenda Adapt is an advanced eCommerce growth partner, providing end to end Amazon services from strategy to activation. The company has built a team of Amazon retail and advertising experts, with over 10 years’ experience in maximising online visibility and sales. It prides itself, it says, on having ‘worn the shoes its customers’ and having ‘faced and navigated their challenges first hand’.

Agenda Adapt knows that developing and sustaining a profitable Amazon business is complex and time consuming. As an extension of a partner’s team, Adapt can help businesses set themselves up for success. Alternatively, it is able to simply take on board the complexity that Amazon often brings, freeing up time to focus on delivering growth.

As an Amazon-focused growth partner, Adapt specialises in providing advice and support, full seller and vendor central management, product detail page optimisations, advertising management and detailed performance reporting. Its services have been created to help its partners win on Amazon.

As Tony Finch, Adapt’s commercial director, explains, the company likes to keep things simple by using its ‘5 A approach’: audit, advise, activate, analyse and automate. Tony adds: “Basically, we understand where you are, overlay where you want to go, help you build a plan of how to get there and integrate as part of your team to help deliver your objectives.”

Tony also outlines the reasons why partners choose Adapt for their Amazon services. The company is an Amazon Ads advanced partner that favours simplicity and loves data. This fast-moving eCommerce specialist comes equipped with the knowledge and expertise to help any client, and views itself as a part of any partner’s team.

“To win on Amazon, it’s not enough to list products and hope for success,” continued Tony. “You need a clear goal and a plan of action supported by concise activation. Any action on Amazon should be measured by holistic reporting across retail and advertising metrics, backed up by a test and learn mentality.”

Regardless of what stage readers find themselves at on their Amazon journey - or the challenges they face - Adapt says it is ready to listen and help.

For more information, contact the Adapt team on amteam@agendaadapt.co.uk.

Obituary: Rachael Hughes

Toy World is sad to report that Bladez Toyz finance partner Rachael Hughes passed away on 21st November after a sudden illness, aged 45.

Rachael played a crucial role in the business, where she was widely viewed as a safe pair of hands while managing the Portsmouth-based company’s finances for eight years. More than this, she had time for everyone, and along with founder Iain Morgan deserves much credit for the company’s genuine family culture. Whether it was keeping an eye on forthcoming team birthdays (and baking delicious cakes to celebrate them) or sending out hand-made cards to boost morale during lockdown, Rachael found the time to do the things that make a difference.

Iain said: "Rach was my 'work wife' who always had my back: she made me smile and laugh everyday, and I will miss that so much. The Bladez Team is like a family and we all feel the loss deeply of such a special, caring person."

Outside of work, Rachael was a governor at a Portsmouth school previously attended by her two children, and with her husband Dave was a member of Fareham Running Club. With Dave’s support, Rachael recently fulfilled a ‘bucket-list’ ambition - becoming a marathon runner – a wonderful achievement she was very proud of.

Rachael loved to meet and talk to people and so was a regular on the Bladez Toyz stand at Toy Fair. The company says no-one was more enthusiastic about new projects within the business, and though the Bladez cashflow was always Rachael’s priority she also had a creative side that came in useful - especially when the company expanded its arts & activities ranges.

The company says Rachael will be very sorely missed, and that both she and her values will always be kept in mind as the Bladez team moves forward together. The thoughts of everyone at both Bladez Toyz and Toy World are with Rachael’s family and her many friends.

Industry Moves

Heathside

Trading welcomes Sam Taylor as new sales manager

As it expands the Khadou brand, Heathside Trading has strengthened its sales team with the appointment of Sam Taylor as its new sales manager. Sam brings with him extensive experience in the Stationery, Publishing and Gifting sector and joins the team after recently managing the grocery channel and various discounters at Pyramid International.

“I am excited to be joining Khadou at a time of significant growth for the business,” said Sam. “There is such an impressive list of products and licences across pop culture, and Khadou is a business that is really going places. I’m particularly looking forward to working closely with our retail partners, new and existing, to take their pop culture toy offerings to the next level in 2023.”

Commenting on Sam’s appointment, Max Nelson of Heathside said: ‘We are really pleased that we managed to bring Sam onboard. With his credentials and our shared ambitions, we believe that this appointment will help grow on the strong successes we are already having with our Khadou brand.”

Hein Meurer becomes Sambro Europe’s new head of Business Development

Customer relationship expert Hein Meurer has been appointed as Sambro Europe‘s head of Business Development, based at its new Amsterdam headquarters. In his new role, Hein will focus on the toy company’s business development strategies and the opening of new retail opportunities while continuing to accelerate growth for the business.

With an entrepreneurial background as co-owner of Office Happiness, an employee experience platform, and Affectuate, an Amsterdam based growth agency, Hein says he is ‘passionate about using his experience to help harness opportunities for expansion’.

Hein also brings with him experience from the toy sector. He worked for Canenco for six years, where he was tasked with opening the UK market for the toy supplier, and rapidly achieved huge success, securing key retail partnerships with the likes of Asda, Tesco and Morrisons.

As part of his new role, Hein will focus on the German, Scandinavian, French and Spanish markets, working to gain traction for Sambro’s key 2023 own-brand lines: Lil’ Bodz, Puzzle Palz and Bops n Tops. He will also develop exclusive retailer partnership lines and support special collection distribution for the upcoming Disney 100th and Paw Patrol 10th year anniversaries.

Hein said: “I’m delighted to be joining at a time of huge opportunity for the business. My immediate focus will be on broadening Sambro’s retail landscape and accelerating sales growth throughout Europe. Sambro creates and distributes quality, creative, wide-ranging collections that I truly believe in. I will use this passion, alongside my experience, to build new customer relationships, as well as nurture existing ones.”

Eric Markus, managing director at Sambro Europe, added: “With Hein’s considerable experience in building customer relationships, and his passion for driving new business development strategies, he is ideally placed to drive growth across the European market. He is an excellent addition to our senior leadership team, and we can’t wait to see what he delivers for the business in 2023 and beyond.”

Justin McGiffin joins Rubies as head of Licensing

Rubies Masquerade has announced the appointment of Justin McGiffin as head of Licensing to manage and develop its impressive portfolio.

Justin brings to his new role a wealth of experience, having held previous positions at The Walt Disney Company and Jakks Pacific. Most recently, Justin was licensing director Sales at Rovio Entertainment, which Rubies says makes him ‘an ideal fit for the role’. A seasoned professional with extensive experience across global markets, Justin will fit into his role as head of Licensing with his expertise in initiating, negotiating and executing consumer product contracts for some of the largest brands and properties in the world.

He has also been responsible for delivering successful distribution platforms for sales across multiple regions and building collaborative sales partnerships to deliver broad distribution at retail.

Mike O’Connell, managing director at Rubies Masquerade, said: “It’s exciting to see Rubies grow, as we acquire new licences whilst building and expanding upon existing ones. To do this, we needed a head of Licensing who is inspiring, ambitious and has experience within the industry. Justin is the perfect choice, with his back-catalogue of senior roles at some of the most prestigious global brands in the toy and entertainment world, as well as his motivation and brand development skills.”

Justin’s appointment follows that of Jose Cano, who was announced as Rubies’ new head of Operations in October.

An agency for the new era

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Data-driven campaigns

Six new appointments swell Gibsons team

Gibsons has welcomed Matt Smith as the company’s new Operations director, alongside five other new appointments.

Matt joins Gibsons from Mattel where he was responsible for overseeing inbound and outbound freight for the EMEA region. He brings extensive supply chain experience from his time at Mattel and previously United Biscuits, as well as from the SME sector.

Joining Matt is Diane McSweeney, Gibsons’ first in-house product and graphic designer. Arman Ashfaq also joins the team in the newly created role of e-Commerce manager and Ben Wilson has been welcomed as IT manager. Corinne D’Mello takes up the role of credit controller and Keith McCabe, as finance manager, completes the team.

Alongside the new appointments, Gibsons has also said goodbye to two much loved team members. Geoff Lee, former Business Development director, had been part of the Gibsons team for 23 years and Nicki Gumbrell, former Sales director, for 18 years.

Gibsons’ Commercial director, Amanda Chaplin, will now oversee the company’s sales, marketing and product development. Meanwhile, Kim Garrod has been promoted to UK Sales manager.

“My congratulations to Amanda and Kim and a huge welcome to Matt, Arman, Ben, Diane, Corinne and Keith,” commented MD Kate Gibson. “We are delighted to see them joining the Gibsons team and supporting our exciting growth plans in the UK and worldwide. My thanks go to Nicki and Geoff for their huge contributions over the years and their passion for Gibsons, which was evident to all those they worked with. They both will leave a tremendous footprint on the company, and we wish them the best of luck in all their future endeavours.”

Brand Manager

Founded in 1995, JAKKS Pacific, Inc. is looking for enthusiastic candidates who have a passion for marketing and experience of managing a portfolio of brands. We are a leading designer, manufacturer and marketer of toy and consumer products sold throughout the world, with our headquarters in Santa Monica, California. We are a licensee of many trademarks including Disney, Nickelodeon, Warner Brothers and Nintendo.

The EMEA division operates from Bracknell, United Kingdom. Our workplace is dynamic, supportive and entrepreneurial; we pride ourselves on being collaborative, open minded and creative.

Reporting to the Marketing Director EMEA, the Brand Manager will work within a busy marketing team liaising with our US and international colleagues, with responsibility for developing and managing creative and commercial marketing initiatives across EMEA. Other responsibilities include presenting product lines and marketing plans to both internal and external stakeholders, managing and reporting on regional marketing budget and activations, managing PR and Media Agencies, taking ownership of briefing and budget allocation and managing key brand launches including in store displays, visual merchandising, promotions and field merchandising and much more!

We are looking for candidates who hold a Bachelor’s degree or minimum equivalent work experience with a minimum of 3 years in a marketing role in consumer goods

What can you expect in return?

We offer a generous salary package dependent on experience, 25 days holiday, Contributory Pension & Life Insurance Scheme, Generous Income Protection Scheme and an excellent career growth opportunity while working with a dynamic team who loves what they do and for a Company that ultimately makes children smile, play and succeed!

Sound interesting?

If this sounds like your next challenge, to apply or request a full job description, please email charlotte.rawlings@thekanegroup.co.uk

– we can’t wait to get to know you!

MGA appoints Ranjit Dhutti as marketing manager for L.O.L Surprise!

Ranjit Dhutti has joined MGA Entertainment as the new marketing manager UK and Ireland for the L.O.L Surprise! brand.

With over 15 years’ experience within commercial brand management and marketing, Ranjit joins MGA from Spin Master, where she successfully launched and worked with brands such as Hatchimals, Colleggtibles, Present Pets, and Purse Pets to name just a few.

Tasked with driving ongoing innovation with exciting newness and ways to unbox whilst retaining the superbrand’s position in the competitive collectible and play set doll market, Ranjit will be overseeing the commercial brand strategy and creative campaign delivery across digital, TV, POS and PR for L.O.L. Surprise! as MGA moves into 2023.

Ranjit said: “I’m thrilled to be joining the L.O.L. Surprise! team during such an exciting period for the brand. There’s real momentum as we head into L.O.L.’s seventh year and with so much more innovation still to come across the board, I can’t wait to get started.”

Commenting on the appointment, Michelle Lilley, UK marketing director for MGA Entertainment, said: “With her wealth of experience within the competitive collectible market and clear passion for the industry, we are thrilled to welcome Ranjit to the UK team. 2023 is set to be a hugely exciting year for L.O.L. Surprise! and I have no doubt Ranjit will be a brilliant addition in continuing to drive innovation and set new records for L.O.L. as we look ahead to 2023 and beyond.”

existing customers. She will also cover eCommerce and education for Toynamics and be responsible for growing and developing business across Toynamics’ toy and nursery brands, including Hape, Skip Hop, Korko, Nebulous Stars, DinosArt and Nanoblock.

Samia has an excellent track record, with previous experience at Carte Blanche Greetings Ltd working on business development, as regional sales manager at Wow and Territory Manager at Ty.

David Allan, managing director at Toynamics UK & Ireland, said: “We’re delighted to welcome Samia to the team. She brings a wealth of sales experience working with well-known companies in the toy and gift markets, and I know she will help with growing sales across our business.”

Samia can be contacted at samia.waller@toynamics.co.uk

Rubies welcomes pair to senior European leadership team

Following the recent acquisition of its new Central European warehouse and the further expansion of its distribution network across Europe and the Nordics, Rubies is growing its team to match unprecedented demand, with the appointment of two new senior team members.

Lisbeth Hagen Skadhauge joins as senior account manager for the Nordics whilst Arjan Driessen is welcomed as head of Sales for Benelux. Between them, they will be responsible for a large proportion of Rubies sales and distribution operations within the Central and Northern Europe markets, aiming to expand and build new relationships with both customers and licensors alike.

Lisbeth is based in Rubies’ Copenhagen office and reports into Ian MacCrimmon, head of Sales, Nordics; she will be responsible for growing existing accounts within the Nordics while developing partnerships with new clientele.

An incredibly well respected and experienced senior manager who has previously worked for Disney and Funko, Lisbeth joins Rubies as a results-driven commercial leader who specialises in helping businesses grow exponentially across the Nordics region.

As head of Sales for Benelux, Arjan is based in Rubies’ Venlo offices in the Netherlands, reporting directly to Graham Gardiner, commercial director. He has a successful track record with key retailers across Europe for toy company Playgro. As an experienced business development manager and international and strategic sales specialist, Arjan is consistently focused on market analysis and development.

Graham Gardiner, commercial director UK, Central, Eastern and Northern Europe, said: “As our European market demand continues to grow at an extraordinary rate, we are happy to welcome on board two specialists within the region who will be able to match that business requirement with exuberance and a passion for customer relationship management and development. Both Lisbeth and Arjan bring with them years of experience in market analysis and sales growth and are a perfect fit for team Rubies.”

Simba Smoby Toys UK bolsters

Simba Smoby Toys UK starts the new year with a strengthened team following Ben Hogg takes on the title of head of Marketing, bringing 12 years of toy industry experience following previous roles at Asmodee and, more recently, Vivid. Heading up the wider marketing team, Ben will also be responsible for key brands

The company also welcomes Sophie Bryan as brand manager for its plush category and Smoby and AquaPlay brands. Sophie joins from stationery giant Bic

Martin Whitaker, managing director at Simba Smoby Toys UK, said: “We’re delighted to welcome Sophie and Ben to the team, who join at an exciting time for the business. Our brand portfolio is stronger than ever and with Sophie and Ben now on board, the team is in the best possible position heading into 2023.

“Sadly, we also say goodbye to Mayur Pattni next month whose work as marketing manager over the past six years has certainly laid the foundations and will stand the new team in good stead. We wish him all the best for his next role.”

Marketing World

Aquabeads’ Crafty Classrooms scheme proves a big hit

Aquabeads has hailed the success of its Crafty Classrooms initiative which saw it support 100 primary schools across the country with free arts and crafts resources.

Over 2,800 Key Stage 1 children enjoyed crafting in the classroom thanks to the resource-focused initiative, boosting their creative confidence whilst introducing teachers to the brand’s educational benefits.

Weaving in core elements of the KS1 Art Curriculum, each pack was filled with a host of materials including mini Aquabeads kits, a Mega Bead Trunk and fun activity sheets. The resources were designed to help children learn and explore a variety of materials, tools and techniques while experimenting with colour and design by using their imagination to make their own creations with the original stick-with-water beads.

The feedback showed the initiative to be a huge success with all participating teachers recognising that the Aquabeads sets helped to inspire creativity in the children and encouraged them to work together. Nearly 90% of respondents said Aquabeads helped the children to use their imagination, and just under 80% said the resources helped their class to engage more actively in arts and crafts. All the respondents said they’d recommend Aquabeads to other teachers and schools.

Teachers shared their experiences of the sessions and observed that the pupils created animals and used them in small world play, giving the animals names and talking about where they would find them. An overarching response was that the children were “able to be individual with their ideas” supporting the child-led creative process of making Aquabeads. In addition, many of the teachers spoke of playing with Aquabeads with their own children which had inspired them to apply for the campaign.

Epoch’s Matt Shaw said: “Aquabeads offers so many educational and developmental benefits. It helps children to develop creative skills, dexterity and patience, all while enjoying themselves. Aquabeads naturally lends itself to art sessions in a classroom setting and we’ve been thrilled by the feedback we’ve received from the participating schools; the Crafty Classrooms initiative has clearly demonstrated Aquabeads’ capacity for inspiring imaginations and encouraging creativity.”

Flair’s Messi Training System campaign achieves its goal

With Argentina’s superb performance in the FIFA World Cup, Flair GP has also celebrated a successful year for the Messi Training System range which culminated in a meet-and-greet for one lucky fan.

Flair GP and Tigerhead Toys recently arranged a once-in-a-lifetime opportunity for a competition winner to meet Lionel Messi, widely considered to be the best footballer of all time. Having entered the competition through Flair’s social media, seven-year-old Kasper travelled to Paris with his parents to meet his footballing hero and test out the range with its namesake.

The Messi Training System range of products includes assorted training balls and pop-up goals. Helping to improve aim, dexterity and ball control, the products are not only fun for football fans but are also designed to improve their skills and help them play like true professionals.

“The Messi Training System has been part of our portfolio for a number of years and its appeal continues to grow,” said Verity Page, head of Marketing at Flair. “The products are well designed and offer plenty of play value for fans of the sport. It was an honour to join forces with Tigerhead and organise this meet and greet for Kasper, who I’m sure will cherish this memory for the rest of his life.”

She added: “This year’s World Cup was an important marketing opportunity for us and we are thrilled that our plans to capitalise on the tournament have paid off. Sales have risen and retailers are happy with how the Messi Training System has performed this year (2022), proving that our marketing activations have been effective in influencing people to shop the range.”

Flair says it is looking forward to building on this momentum throughout 2023 and is encouraging customers to visit its London Toy Fair stand (E39) to hear more.

The Messi Training System has been supported throughout 2022 with pre-roll, kidfluencer content, parental outreach and social media, reaching more than 2.2m people.

First TV advert for Big Potato Games

Big Potato Games launched its first TV advert during leading ITV shows in December, with the brand reaching an estimated audience of 20m.

Big Potato Games makes super-simple party games that are easy to learn and quick to play. Started in 2014 by three friends, the indie board game company now designs, manufactures and distributes over 40 games in 30 different countries, with best sellers such as Obama Llama, The Chameleon and Blockbuster. The 20-second advert launched at the beginning of December in-between leading ITV shows including The Chase and I’m A Celebrity – Coming Out, with an estimated reach of 20m audience impacts.

Produced by creative team Lux Studio, the TV advert was set to a soundtrack from composer Ben Pope. With eye-catching animated visuals and an unforgettable song, the advert called out two of Big Potato’s best-sellers: Herd Mentality and Colourbrain.

“We’re really excited to show off our first proper TV ad,” commented Becky McKinlay, head of Marketing at Big Potato. “We’ve put a lot of work into it, so we hope it brings a smile to everyone that watches. There’s even a wee cameo from Dean, one of our founders, at the end.”

Marketing recession

we enter a longer period of recession. However, having launched Generation Media during the last global recession, we know that such periods can provide great opportunity, especially when it comes to marketing and gaining advantage over your competition. Of course, each brand’s journey through this period will be unique, but heeding the guiding principles that follow could make tangible differences to business success in 2023.

Maximise SOV with efficient media

This sounds like common sense, but it is worth focusing on in the modern multimedia landscape where new opportunities appear on an almost daily basis.

Share of Voice (SOV) is a metric commonly consistent with brand success, and increasing SOV is relatively lower cost during a recession due to reduced competition. According to a variety of sources (Nielsen, Unilever, Millward Brown, Binet & Field), brands that maintain, or even increase, their SOV during recession typically emerge stronger. Investing to a level where your SOV exceeds your Share of Market (SOM) may feel counter-intuitive, but historically, it has been one of the tactics used by brands that have grown during times of

So, where will the key battlegrounds be in 2023? Somewhat surprisingly, given audience trends, TV is predicted to play a significant role in the wider (non-kids) media landscape. Recession can often lead to deflation in pricing on Linear TV, but even if costs remain static year-on-year, the “real” cost of TV comparative to national inflation will be beneficial to brands looking to gain measurable SOV (ONS, Advertising Association, WARC). However, this isn’t likely to be the case when it comes to children’s linear TV, as audience declines are much more severe.

Digital platforms will therefore dominate children’s media investment in 2023. That said, unlike TV

where there is a unilateral measurement system in place, measuring SOV on these platforms is much harder to determine. Therefore, how do you exploit SOV opportunities on platforms such as YouTube (which we know offers one of, if not the, lowest cost routes to placing ads in front of children)? This can be achieved through multiple methods such as hyper focused channel selection, or YouTube Kids takeovers. First and foremost, make sure you are assessing the concentration of your media spend on Digital platforms. Toy brands are accustomed to concentrating large budgets in relatively short periods on TV. But when it comes to Digital, the temptation is often to spread the budget over multiple weeks, due to its perceived low cost. Dependent on budget level, this can seriously dilute the power of an advertising campaign, which may have been better served being focused in a shorter burst to maximise brand attention.

Whilst accurate SOV measurement remains a challenge on Digital, we can still use tools such as Google Trends to identify the results of such endeavours. Take Smyths for example – after releasing its Christmas ad on YouTube in early November (supported by a heavyweight TV campaign as well as other social media activations), it amassed 18m views in its first month. This resulted in the annual peak in the search term “Smyths toys”:

Weighing up whether the outlook for 2023 should be one of pessimism or optimism, Jonathan argues that the current climate can provide great opportunity, especially in marketing and gaining advantage over the competition.

Most interesting, perhaps, is the fact that this peak occurred in the two weeks immediately following the release of the ad and the concentrated online support, surpassing even the seasonal uplift created by Black Friday.

So, our advice would be to use 2023 to consolidate media spends in low cost, advantageous routes wherever possible. Of course, that isn’t to say that new and emerging media opportunities should be ignored. For example, the evolution of interactive Digital opportunities as we head towards the Metaverse (whatever form it will eventually take) will be hard to resist. Equally the introduction and advancement of ad placements on Disney+ and Netflix will offer value to toy brands. Nevertheless, these should not be prioritised at the expense of investment in low-cost media with effective track records. Enter into these opportunities armed with as much knowledge as possible, which is paramount to the next principle.

• Exploit low-cost media to maximise SOV for longer term gains.

• Explore exciting new opportunities, but not at the expense of tried and trusted platforms.

Reduce risk through research

“The best way to maximise return on investment (ROI) is to spend £0” (Les Binet, IPA’s Marketing in the post-covid economy). Generating large percentage returns on small budgets is relatively easily achievable in the age of eCommerce, although this will not generate the scale of return needed to maximise profitability. The real skill is in determining the optimal budget which provides the maximum net profit, without crossing over the threshold of diminishing returns. This could be an expensive process if you were to test budget levels and learn through trial and error. Econometric modelling is a more effective way of projecting the impact of budget adjustments, although it too can be a costly exercise and is more suited to long term brand campaigns (think FMCG or Finance), rather than seasonal campaigns for products with a shorter life cycle.

Thankfully, in the toy market, there are many things we can do pre campaign to ensure every £ spent on media is at its most effective, and this starts with great insight. Traditional marketing research focuses on adult consumers, meaning that children’s research for toy marketers can be limited, and where available, relatively generic. Through our affiliation with Giraffe Insights, we have unique resources which allow us to

understand the media and consumer behaviours of children (and their parents), in a COPPA and GDPR-K compliant manner. This level of insight can for example pinpoint what percentage of boys or girls of a certain age range have access to Disney+. Knowing this will help determine whether or not Disney+ will be an effective platform for your brand without having to risk test budgets to find out.

Bespoke research studies can be a powerful tool in helping shape the entire communications strategy, be that testing packaging concepts, key consumer messaging, influencer affiliation or even pricing. In challenging financial times, research budgets are often reduced as part of cost saving exercises, but in the everevolving media landscape can you really afford not to continue investing? As an agency, we will be increasing our investment in insight tools and reporting to help navigate the road ahead.

• Invest in bespoke research to ensure optimal brand messaging.

• Use audience insights to reduce the risk in platform selection.

Harness creativity

Did you know that optimising your creative can increase the effectiveness of your media spend by as much as 10-12x (Data2Decisions)? Therefore, where budgets allow, invest in engaging content and ads that ensure your brand captures the attention of your target audience, whenever and wherever it is placed. Referring back to the principle of reducing risk through research, make sure you are testing your creatives either through consumer research, or lower cost A/B testing on social media.

In the multimedia landscape, effective creativity can take many forms beyond simply creating the most emotionally engaging ad. Successful marketing campaigns require multiple touchpoints. As marketers, we need to remember that audiences use each of these touchpoints for different purposes, so where possible the creatives need to reflect this. Due to budget constraints, it is perfectly acceptable practice to simply cut down a video asset to the varying specifications of social media and other online platforms. However, the most engaging campaigns will tailor the messaging to the platform; for example, demonstrating more competitive elements in gaming environments, or more collaborative elements on social media.

Don’t be restricted by any associations you may

have with what constitutes a traditional ad. Branded content is an important piece of the toy ecosystem, and placement opportunities are now more varied than ever. Whether on Broadcast TV, Connected TV or Digital platforms, the best selections will encourage target audiences to spend extended periods of time engaging with brands. And finally, don’t underestimate the power of your brand. Whether through content, or emphasis within the ads themselves, promoting the brand has the power to reduce the price sensitivity of your product, and in 2023 this will be more critical than ever.

• Tailor your message to the platform wherever possible.

• Harness the power of your brand through content to strengthen loyalty and advocacy.

Optimise prices

Effective marketing can be extremely influential to brand or product success, although when reviewing econometric studies across most product categories, the greatest determining factor is price. Therefore, understanding the price elasticity of your products will be key to enhancing profits in 2023. In support of the previous principle, the best way to gain the understanding of this (outside of real-world experimentation) is through econometric modelling. Granted, this is most effective for brands with longer lifecycles and will not always be appropriate for the shorter-term product lifecycles sometimes seen within the toy industry. Nevertheless, there are some learnings we can take from historical studies (presented by the IPA’s Marketing in the Post-covid Economy). When it comes to price, econometrics commonly reveals that sales promotions actually reduce profits, and most of the sales volume delivered within a promotional period is not incremental (in many cases the promotional purchase brings forward a purchase that would have happened at a higher price at a later date or relocates the purchase from one retailer to another). Repeated promotions also increase price sensitivity, reducing control over your pricing and eroding margins. In 2023, it will be tempting to use price promotion to create short term uplift. While this is encouraged in a structured manner, be wary of overusing this tactic to prioritise short term gain over long term success.

• Maximise ROI, but not at the expense of larger scale profit.

• Use promotions effectively – over-use can reduce long term success.

2023 (and beyond) looks set to throw even more challenges at our industry. Although not an exhaustive list, learning from the above historic principles and embracing the opportunities a recession can bring about should position your brands in the best possible place for what lies ahead. Managing the complexities needn’t be daunting either. Aligning your business with strong partners in the key fields of Media, Creative Production and Research will benefit your business. We have developed our full-service agency offering for our client partners to ensure the most effective link between these vital areas, optimising the flow of information to create actionable insight at all stages of the marketing journey. Make sure this is the case for your brands too, to make navigating the challenges that lie ahead as seamless as possible.

So, here’s to 2023 – wishing you a happy and prosperous New Year from all at Generation Media.

MGA UK hits the sweet spot

As Sara Taylor, MGA Entertainment’s new UK & Ireland managing director prepares for her first full year at the helm of this successful and disruptive toy business, she tells Toy World how she plans to continue stabilising MGA from the top down and building upon its success to date with new toy and content launches, a hugely streamlined warehousing operation and much more.

What kind of position does MGA find itself in coming into 2023?

We’re heading into 2023 in a much better situation than we were in at the start of 2022. This time last year, we had double the amount of on-hand and in-transit inventory than we do today. That inventory has taken us the best part of the year to clear down. Starting 2023 with a much cleaner stock holding puts us in a far stronger position. We also saw some record sales weeks during November 2022; while the market was down -5% in the month, MGA was up +0.4%. Overall, according to NPD data last month, we are the No. 5 corporate manufacturer in the UK, year to date.*

Rainbow High has been a particular highlight and sales reads are encouragingly strong. It’s currently the No. 3 best-selling doll brand and was the highest gaining property in Dolls from July to November last year, with sales increasing every single month during this period despite the overall Doll market showing strong decline.*

We’ve worked really hard on bringing newness and innovation to our brands, whilst being very mindful of the economic uncertainties we face heading into 2023. I believe that maintaining £9.99 price points, and even reducing price points on core dolls, will serve us well in

the new year. A great example of this approach in action is our newly launched L.O.L. Surprise! Mini Sweets range, which launched in December at £9.99 and £12.99 price points. The range has got off to a very strong start. Our evergreen Little Tikes brand also retains the No. 1 position in Ride-Ons with the Cozy Coupe, as it has done every year since 2019. As of November 2022, it was also the No. 1 Summer Seasonal toy brand year to date – just as it was in 2021.*

In a previous piece shortly after you joined the company, you spoke a little about how MGA is improving its warehousing setup. Can you elaborate on what’s taken place and what it means for both MGA and its customers?

I am delighted to report that as of 12th December, we are finally in one single MGA dedicated warehouse in Doncaster. Warehousing and logistics has been our biggest challenge over the past two years, to the point where we were having to use seven different locations at one stage. I know this has caused a huge amount of disruption and frustration for our customers. I would like to personally thank each and every one of them for bearing with us through these turbulent waters

Company Profile

and want to say that I really am looking forward to (quite literally) delivering a great service in 2023. It is a source of huge frustration and disappointment for all our teams when deliveries fail and don’t go out as they should. However, with the people and products we have at MGA, it’s exciting to see what we’ll now be able to achieve with these improvements firmly in place. You’ve also mentioned your desire to ‘stabilise’ MGA from the top down and further improve relationships with the company’s partners. How will you achieve this?

Stability and consistency are so important to the success of any company, and I believe we are making strong progress towards achieving a very stable base in the UK - not least due to the warehousing fix. I’ve been working closely with our HQ in LA and I’m sharing many best practices which can be rolled out across other global markets.

An example of this is Brand Finance, a vital function that sits between Finance and Marketing, but which was not in place at MGA. On 12th December, Pete Roberson joined us from Spin Master as regional director Brand Finance, EMEA. Amongst other things, this is a crucial role for ensuring our pricing delivers the correct internal and external margins and achieves parity across Europe and the UK.

What is there to look forward to this year in terms of product launches, retail activations, content etc?

Part of the stability I’ve been talking about is being driven by excitement and anticipation for several new product and brand launches in 2023. We have had a phenomenal response in both LA and showroom previews to these developments, and as I mentioned, one of the early launches - L.O.L. Surprise! Mini Sweets - has already got off to an incredible start. We’ll have staggered product launches in every quarter of 2023, supported with best-in-class media, content and instore activations. One of the biggest surprises when I came to MGA was the amount of incredible content we create, which features on just about every platform out there. This high-quality, high-energy content is what makes us stand out so strongly from the competition. And it’s in addition to highly targeted TV and digital media activity, which really brings everything together. What is MGA’s strategy for navigating the coming 12 months?

Without question, 2023 is probably going to be one of the most challenging years for the toy industry, especially the Q1 period. Low and reduced price points, innovation, newness and collectability are at the heart

of our product developments for next year - we want to put the consumer and their needs at the forefront of everything we do.

It is of critical importance that we regain customer trust in our warehousing improvements, so buyers have the confidence to invest their budgets in some of the best-selling brands in the industry, with on-time delivery assured.

We’ll need to be both proactive and reactive to market changes. None of us really know what the economic impact is going to be on us as an industry, or as a nation. Forecasting will really be in the spotlight: we all know having too little inventory can be just as damaging as having too much, and while it’s always a better class of problem when something takes off in a big way, you equally never wants to overdo things (especially in year one).

As I have been telling the fantastic team at MGA UK, we’re going to do all of this while having a lot of fun. It's a lot easier to enjoy your work and have fun when things start working as they should, now we have everything in place – people, product, warehousing - 2023 is going to be a lot easier, and more fun, than it has been the past few years.

*The NPD Group UK, November 2022

The festive finale

quite promising…

The weeks in October through to December are the ones which really shape the yearly trend of the UK toy market, and 2022 is no different. The last three months generally make up around 45-50% of the value of the year, and for some categories like Games this percentage can be even higher. A strong end to the year often means that the overall trend will be viewed as positive. At the time of writing, NPD has data up to December 10th and the current YTD trend is down -4% vs. 2021. If we look at the last 10 weeks (going back to the beginning of October) the trend is -3%, so this reflects a slightly better performance at the business end of the year. Recent years have seen a peak season period that is behind the trend for the first three quarters, so it looks like 2022 will see a different trading pattern. In peak season this year, external factors from the cost-of-living crisis were predicted to impact consumer spend. However, we often talk of the resilience of toys, and it looks like this is being borne out so far.

While the trend in peak season so far is -3% in value, it is flat in terms of volume. The biggest impact on this volume trend is the fact that we’ve had a winter World

Cup, which has added sales of World Cup stickers during the final quarter of the year. The Non-Strategic Trading Cards/Collectible Stickers subclass has been +224% in volume for the 10-week period to Dec 10th.

To get a sense of where the market is in this peak season period, it is useful to compare it to 2019, when there was no pandemic influence. The trends vs. 2019 are -8% in value but also -15% in volume; this volume decline equates to a drop of around 9.5m units compared to 2019. We can also see differences if we look at the 10-week period by individual week. October is a good example as we had an overall month trend of +1% in value vs. the same month in 2021. However, when we look at the detail, we can see that there was only one week of growth - October week 2 - which grew by +30% and was a week that saw a high level of promotional activity. Similarly, in November, there was only one week of growth, although it wasn’t as strong this time: unfortunately, this was not enough to make the overall month positive, and it finished up down -5%. These trends seem to suggest that consumers were waiting for deals and jumping on them, with certain items proving popular.

Looking at manufacturer trends for peak season 2022, the performance of The Lego Group stands out. Its share of the market for this period is 16.8%, which is 1.3 percentage points higher than the same period last year, with a growth of +4% too. This performance has been driven by strong licensed sales with Star Wars, Marvel, Minecraft and Jurassic World all showing double digit growth. Lego Technic has also performed well, with a +12% value trend and lines like the Technic McLaren Formula 1 car regularly featuring in the top items lists at a high average price.

UK Toy Sales: Season 2022 so far

Value down -3% in peak season (at Dec 10 th 2022) and volume flat, with a mix of promotions and category trends having an impact.

Value down -3% in peak season (at Dec 10th 2022) and volume flat, with a mix of promotions and category trends having an impact.

FLAT

-3% 3%

Source: The NPD Group | Retail Tracking Service | UK | 10 Weeks to Dec 10 2022 FLAT Value -8% vs. 2019 Volume -15% vs. 2019 Price +8% vs. 2019 -3%

-3%

As Christmas trading 2022 draws to a close, Rory looks at how the overall trend for the UK toy market is likely to end up, and - (whisper it) – things are looking

Rory Partis

Director UK Toys & EuroToys NPD

ALL NEW SPRING 2023!

With the current trend of -3% so far in peak season, what would be a good result for the end of the year? Following the trend of October and November, we expect there to be one big week in the month. At the time of writing, it looks like week 51 will be that week: we expect to see strong growth here, as consumers leave it late to purchase gifts, and potentially move to shop in store after the effects of snow and various strikes. With Christmas falling on a Sunday, there’s a full week of shopping before the big day, and maybe even some

Licence Progression:

last-minute promotional activity enticing shoppers to spend on more gifts. If the last three weeks of the year were to finish flat vs. 2021, then the peak season trend for 2022 would end up being -2%. Last time Christmas was on a Sunday was 2016 - and week 51 ended up being +33% and added a huge +£37m to the market. I don’t think we are expecting growth on that level, but after some challenging times in 2022, we should hopefully see a strong end to the year.

The Disney Encanto licence has moved up 21 places over the past month. Sales of the licence in November are nearly £1m higher than in October, driven by growth across several subclasses. The licence is at No.30 in the rankings (YTD November 2022), so the November performance is ahead of the annual ranking for a range that has been around for the whole year. Looking a little closer at what drove this rise in November, we can see that The Lego Group had a good month, and one line performed particularly well - the Lego Disney Encanto Madrigals House was the top item for the licence and made up over 40% of all Disney Encanto value.

Fastest Growing Subclasses

Traditional Plush adds over £21m in 2022 and is the top gaining subclass ahead of Strategic Trading Cards

Fastest Growing Subclasses

Traditional Plush adds over £21m in 2022 and is the top gaining subclass ahead of Strategic Trading Cards

The top growth subclass in 2022 is Traditional Plush, with the Squishmallows property driving growth. Squishmallows has been the top growth property in the total UK toy market in 2022, making up over a fifth of all value in the Traditional Plush subclass. Strategic Trading Card Games is the second-best performer and another subclass where a single property is driving the growth - in this case Pokémon. This property is worth around two thirds of the Strategic Trading Cards subclass and has enjoyed consistent growth in 2022. Another subclass contributing to Collectibles growth is the third top performer, Action Figure Collectibles, adding over £6m to the UK toy market in 2022. Special Feature Plush is the fourth top performer; Magic Mixies is the top property in this subclass, followed by CoComelon and then Little Live Pets. One of the top items for the last couple of months in this subclass has been the Little Live Pets Mama Surprise Guinea Pig Playset, which has been widely tipped to be one of the top Christmas requests in 2022.

Sales Gained £M

Traditional Plush

Strategic Trading Card Games

and is the top gaining subclass

Sales Gained

Subclasses £21.5 £12.8 £6.3

Action Figure Collectibles

Special Feature/Interactive Plush

Non-Strategic Trading Cards/Collectible…

Action Role Play & Dressup

Miscellaneous Toys

PS Talking & Sound

Standard Building Sets

Talking Shop

Counter measures

As 2022 drew to a close, Sam Giltrow and Suzie Sparkes spoke to indie retailers up and down the UK to find out how Q4 ended up, how their year overall had gone and how they were feeling about the year ahead.

Julie Logan - The Olive Branch, Castle Donington

Christmas trading this year was unpredictable; we were rushed off our feet one moment and then quiet the next. Normally we can predict when our busiest times in the shop will be, but this year was much more random. On the whole sales were steady, but I think people were taking much more time to browse and shop carefully for perhaps fewer but very wellchosen gifts.

Plush toys sold particularly well this Christmas, both generic ranges and licensed characters like Paddington. We’ve also seen strong sales from multi-sensory toys that promote exploration and learning. The Baby Einstein musical range from Toynamics has proved especially popular.

Board games and card games always sell well at this time of year, especially traditional games like Snakes & Ladders and Draughts, and this Christmas was no exception. Games from TV programmes seemed a popular choice for presents, and licensed titles like the Horrible Histories board games and the Roald Dahl puzzles from Paul Lamond (University Games) sold well.

We have a lot of people who shop with us who are buying for their grandchildren, and they like traditional products and classic toys that are built to last and stand the test of time. Lines from Galt, and Orchard Toys sold well, as always, and wooden toys remained as popular as ever.

We added Magformers to our range in 2022, and it has sold very well. We brought a selection of sets in as we like to offer new STEM products that fit in with our concept, and it has been really well received, with customers coming back to extend their range. We are always looking for new suppliers to keep our offering fresh, so are pleased that this addition has proved popular.

wonderful neighbouring small independent businesses that make Castle Donington a great place to visit and to shop. We are very grateful to have so many loyal customers.

We market ourselves on social media and have noticed an increasing number of customers who tell us that they have found us online and made a special trip to visit in person. New customers appreciate visiting a traditional toys shop, as there aren’t that many

them. We do have a website and sell on-line, but the bulk of our custom comes from footfall in the physical store. A post-covid increase in in-person sales, combined with recent closures of other bricks and mortar toy shops in the surrounding areas, means more customers are travelling to find us, which is terrific news.

After a successful Christmas, we are looking forward to 2023.

Angela Dunkley - First Stop Stationers, Reigate

WWe are primarily a stationery shop but have a good-sized toy department within the store. Located on the High Street in Reigate, we have a school and a college near to us which helps drive footfall when the children are on their way home. A branch of Morrisons just behind our shop means people can park for free and pop in after they have done their grocery shopping, and we are very lucky to have a local, loyal customer base.

Overall, trading was slightly down on last year in terms of footfall and transactions, but toy sales enjoyed a strong December again; people will always buy for their children.

Games are a key part of our product offering; our best sellers are traditional lines from well-known and trusted brands like Orchard Toys and Galt, both enjoyed fantastic sales throughout December. Mexican Train and Flags of the World from Tactic Games have been consistent best sellers for us all year and proved especially popular this festive period. Rubik’s Cubes,

the Christmas period. It’s always exciting to see an older, traditional product enjoying a come-back.

Jigsaw puzzles are also a key part of our line up and were especially popular this Christmas, especially children’s puzzles from Orchard and Galt. We also stock puzzles from Ravensburger and Gibsons and both of these brands enjoyed excellent sales right up until Christmas too.

We stock educational and creative products from Great Gizmos, a range which has been popular again this festive season. Top Trumps from Winning Moves is always a top seller and performed brilliantly in December, the packs are lovely stocking fillers and there’s such a wide range to choose from. All in all, the toy side of the business was very positive this Christmas.

Mandy Harrop - Gosling’s Toymaster, Marple, Cheshire

WWe had quite a slow start to our Christmas period, but it picked up as time went on. In the previous year, November was busy as people were concerned about stock and another potential lockdown, but it was the opposite for 2022.

We had a striking Christmas window display from Toymaster which made a big difference as it helped to draw in the customers. Many people were worried about the postal strikes and the possibility of ordering online and not receiving their presents on time, so they were preferring not to risk it and came into the shop to buy their presents.

The most popular toy, and the one everyone was asking for, was Gabby’s Purrfect Dollhouse from Spin Master. We had a lot of phone calls from people chasing

it, and it sold out very quickly.

We sold a lot more games and jigsaws this Christmas than we usually sell. The Orchard Toys games were our biggest seller, and the Smart Games range was also very popular for older children.

Looking to the year ahead, I don’t feel particularly confident as we have no idea what is going to happen with the economy, but children do seem to be the last to feel the impact of cost savings, so hopefully people will still be buying toys.

It was a lovely surprise to be nominated for the BTHA Retailer of the Year (single store) award. We make an effort to play a big part in our community, such as getting involved in the local carnival, and are quite well-known in the area. It’s great to get the recognition.

terms of footfall and sales, so we do feel quite lucky.

Geographically, we are a small town, quite a distance from any bigger towns. The closest is Exeter or Plymouth and that’s quite a journey, so people do tend to stay local, which of course benefits us. Demographically, we have an older generation buying for their grandchildren; this type of customer doesn’t tend to shop on-line, they like to come into the shop and browse the products, so we are benefiting from that too.

We sell a vast range of products for such a small shop; soft toys, baby toys and wooden toys have all sold extremely well this Christmas. All price points have been selling - even rather large expensive items; I sold a £55 soft elephant in the second week of December, which I wasn’t sure I would sell at full price before Christmas.

We like to stock items that the major retailers don’t sell and the things that aren’t so apparent on online channels such as eBay and Amazon. There is also another toy shop just up the road and a games shop, so we try to not overlap with the brands they are selling, which then benefits all of us.

We see great demand for ranges like Hape, Papo and Brio – this is the type of good quality and trusted brand

we like to stock. We do find the products keep going up in price and when that happens, we worry they won’t sell anymore, but as they are such good quality and our customers trust the brand, sales continue to grow, which is fantastic.

I’m happy to say that Christmas 2022 was very positive, and we are looking forward to continued success in 2023.

Natalie Maides - Aladdin’s Cave, St. Sampsons, GuernseyReigate

Christmas trading was very encouraging; we had good footfall and we were very happy. The big sellers for us were the solid brands such as Mattel’s Barbie and Hot Wheels, and Lego, especially the Harry Potter range. Sales of Squishmallows and Pokémon were also phenomenal, but we had anticipated this and were well-stocked. I think we have a pretty good read on the market and the lines we thought would perform well did so. In terms of licensed product, kids are now so much more engaged with content on social media, which helps drive sales across a wide variety of lines.

suppliers, so we take guidance from them.

We were thrilled to be nominated for the BTHA Toy Retailer of the Year (single store) award again, which we won in 2015. It’s great to know, after the last couple of years we have had, that we are doing a good job and are appreciated.

We’ve been revisiting our merchandise selection and our instore layout, doing more with demos and we’ve been featuring more interactive displays. We also try to be mindful of what’s going on in terms of competitions and promotions. Customer service remains a key focus, and this has been very important during our Christmas trading period. We just keep trying to evolve and to ultimately do our best.

Kate Hateley - group toy buyer, British Garden Centres

ur toy sales are 10% up YTD compared with last year (Jan-Dec), so it’s all looking very positive despite everything. At the end of the day, Christmas will always happen no matter what, and parents and grandparents will always buy for the children – why should they miss out?

As Garden Centres we benefit from good footfall as customers come and see us for various reasons, including restaurants, grottos, ice rinks and an array of retail categories. Our customers now understand that our offer of a toy department in a lot of our centres is strong and will remain in place all year round.

Our best-sellers have been Goo Jit Zu & Mash‘ems (Character), Misfittens and Fisher Price Classic (Basic Fun), The Dyson range (Casdon), Hot Wheels (Mattel) and David Walliams games (University Games).

Sales have been consistent across our 40 or so suppliers and we committed early to stock to ensure we didn’t miss out, which has worked in our favour. The World Cup helped late sales of Smart Ball (Golden Bear) and Kickerball (Character), which would perhaps normally be more of a summer line.

Being Garden Centres, toys will slow down for us in the new year as more seasonal categories such as gardening and outdoor living take precedence. But I think it’s important we focus on maintaining a strong offer of core ranges, back our winners and ensure we cover all the main toy categories, catering well for our traditional customer base and demographic.

Toy Fair will be about looking ahead and catching up with all suppliers as well as searching for some new ones to fit in well with our current offer. I’d like to extend our offer of educational, traditional and craft ranges so that will be on my shopping list.

WWSurprise and Squishmallows, from Jazwares - with Squishmallows, anything we put on the shelf goes.

Lego, as always, was a big seller, particularly the Star Wars and Technic ranges. Despite the £169 price tag, we sell a lot of the Lego Technic Ferraris as they appeal to adult consumers, so we always keep them in stock. Our other hero product was Pokémon cards, but that will be no surprise.

Funko Pop! Vinyl figures have also performed strongly, with sales steadily increasing. We had a big range in for Christmas and the Star Wars and Marvel figures were the most popular. Among our biggestselling games this Christmas were The Sock Game and new game Karen, both from Asmodee.

I’m looking forward to attending Toy Fair and seeing what’s coming out this year. I will be looking out for that next hero product, whatever it may be. I like to change

to seeing the same product and just walking past it.

I was also very excited to be nominated for the BTHA Independent Toy Retailer of the Year (single store) award, even though it is not our first time, as we won the award in 2016 and have been shortlisted a few

times. We have been in the trade for 40 years, so it’s very nice that our efforts are still recognised.

I think we get nominated due to the personal service; our knowledge of the products, knowing what the customer wants and getting the right product mix in. We listen carefully to our customers and what they ask for, and then act fast to order the product in whatever the craze may be.

WWe are based on one of the high streets in Wandsworth, which is really busy, so we get lots of footfall coming through. Christmas trading went well for us, although I don’t think it would have been possible to top Christmas 2021. That was such an anomaly post-Covid; sales went through the roof, and we really felt people’s support for the local high street. We have returned to normal, pre-pandemic

Lego always sells well for us and continued to be in demand right up until Christmas, selling well in

The Bakugan action figure line enjoyed some great sales, as well as all the Paw Patrol products we stock. Arts and crafts and science kits are always strong sellers. I think keeping children away from screens has remained important to parents post pandemic; Janod and Make it Real have both proved very popular with their lovely products.

We tend to stay away from the high-ticket items and prefer to sell smaller, less expensive items because we know we will be beaten on price by the online giants. We rely on people coming into the store to buy the secondary presents rather than the main presents.

Donald Nairn - Toys Galore, Edinburgh

Christmas trading was not as easy as in previous years, people were being careful about what they spent, but it wasn’t as awful as we anticipated it might have been.

Squishmallows continued to be as popular as ever, as did all soft toys, and we had strong sales in Galt toys, puzzles and games. We also found people were coming to us for quirkier items like Fart Ninjas from Funrise, which did amazingly well - they sold like hot cakes. We also enjoyed fantastic sales in

his Christmas, we had a slower start than usual – I thought coming out of Covid it would be busier, but I think the cost of living has affected things. It picked up in the last couple of weeks, but this

Among our biggest sellers for Christmas were Pokémon cards, Yoto Players, Ty’s Beanie Boos and Squishmallows, which are still incredibly popular. We also sold a lot of Eugy, especially the Chameleon. It’s a range we haven’t been stocking for long and I have been pleasantly surprised to see how well it performs.

We also sold a lot of games, especially the more complicated ones including Bristol 1350 and Wavelength, and jigsaw puzzles – Ravensburger puzzles sell extremely well for us, particularly the more contemporary ones. Fidget toys too have been as popular as ever, and we had a lot of requests for Bandai Tamagotchis.

I’m looking forward to seeing what will be new in 2023 and hope to attend London Toy Fair. I’d love to find some blind bag collectibles which are less action and fighting and something cute instead.

We were recently nominated for the BTHA Independent Retailer of the Year award. I have no idea who nominated us, but it was a nice surprise and the first time we had been put forward. I guess we must be doing something right.

Lindsey Birney - Mr Wolf, Hexham

WWe have recently undergone a major renovation and our store footprint is now much bigger than it was. We have doubled our square footage and we have also opened a teenage gift shop, so we have had a busy year.

This Christmas we found the average spend dropped slightly, however footfall and transactions increased, so year on year we are trending upwards, which is encouraging. People have definitely become more keen to shop local, rather than getting into the car to drive to the city centre. Our customers told us they wanted to get as much as possible locally in Hexham. This shift started after the lockdowns and is fantastic news for us. It continued for the locals who looked to cut down on the expense of a day out for Christmas shopping; now, staying local saves them a fair bit in petrol.

Although there is a lot of parking around the store, the infrastructure in Hexham means it is easy for people to walk everywhere. We offer free local deliveries, although not that many people have asked for that post pandemic.

Hexham is one of the oldest UK market towns, all centred around the historic abbey and we are on the Hadrian’s wall route, so we also get a lot of tourist trade. It is a very picturesque, historic shopping street and we are in a listed building making it a lovely place to shop, so we also benefit from people coming to Hexham for a day out and doing some shopping while they’re here.

Without a particular fad product that streaked ahead this Christmas, we’ve had a really nice spread of different products that sold well. The big winners were soft toys and board games; in particular, Sleeping Queens by Gamewright and Taco Cat Goat Cheese Pizza by Blue Orange Games (Asmodee) have both had fantastic sales. Taco Cat Goat Cheese Pizza is really easy to learn, and people enjoy playing it when they have visitors over - it isn’t the kind of game that causes huge arguments.

We had a major surprise in the number of kaleidoscopes we sold. We had to order in more stock in the second week of December as we were almost sold out. We are a traditional toy shop, and this type of product is just the kind of thing we like to stock, but even we’ve been surprised by the number of requests we had for ‘old-fashioned’ toys like spinning tops, jack-in-a-boxes and marbles at Christmas.

Last Christmas, people were buying earlier in November as they were panicking about stock shortages, and we had our biggest November ever. We didn’t think we’d achieve anywhere near that in 2022, but we came close, and we also had a very successful December. If you compare the two months against sales in 2018 and 2019, pre-Covid, we have done very well.

Our biggest seller this Christmas, and a bit of a surprise, was the Eugy range from Brainstorm. Sales were incredible, with the Chameleon being the most popular character. The kits are at a great price point for stocking fillers, as it’s such a good quality range and kids love to collect the creatures. Many of our customers are trying to avoid plastic packaging and like the fact they are made from cardboard and are recyclable.

Plush was also a solid category for us this Christmas, as it is all year round, and we sold a huge amount of Ty Squish-a-Boos. In terms of games, the Orchard Toys range was one of our biggest sellers along with what I think is a cracking game: Dog Man, from University Games.

I am positive about 2023, as I always am with every year, and think toy shops will continue to do well, despite the current economic crisis. There will be less money around, for sure, but anything for kids usually gets affected last.

I’m not sure what will be big sellers this year, but we have a 4ft bay of Paw Patrol toys, from Spin Master, and that is always a good performer. I’m sure this will be helped even further with the new movie release; parents already buy into it because their children watch the series on a regular basis. We also stock a lot of children’s jigsaw puzzles, which is a steady category and Character’s licensed range is a good year-round seller.

I think it’s important listen to what my customers want as they are often on the ball, and it’s a great way to pick up on, or confirm, current trends. I also love reading Toy World to keep up with what’s new in the market and find it really interesting to read comments from other retailers who have very similar shops to us, to find out what is selling well for them.

Following the last couple of years with Covid, when people started buying more online, I was a bit worried that would become the norm and affect our business, but it hasn’t – we consider ourselves blessed that people have come back out and found their independent toy shop again. It’s nice that a lot of people visit us with an open mind and know we are there to guide them with their purchases, which we are always happy to do.

Paul Carpenter - Totally Toys, Bristol

Sales of woe?

Letter from America

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a sub-franchiser, opening nine more stores. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. As his popular column returns, Rick questions why the toy industry persists with extensive discounting during its busiest season.

Now, how about Indies? Well, we have had no choice but to partake in this “deal frenzy”, although we are constantly trying to walk a fine line between keeping our customers happy, ridding ourselves of inventory and keeping cash flow strong enough to bring in new items, while negotiating a toy market that has slowed, has excess goods and frankly, nothing as hot as fidgets and Squishmallows in 2021.

That two-year run of ‘Squidgets’ allowed us to squirrel away some profits, which has helped us withstand the current environment. But I warn others, once the plane has landed, be ready to rely and focus on what got you here— your team, a unique and curated product selection and the ‘wow factor’. Realistically, I am expecting that 2023 will see a decrease in year-on-year comparisons during the first six months, as we were still benefitting from the Squidget craze, as well as new releases of Squishmallows in early 2022. Other than seasonal SKUs, we have not had a major new Squishmallows release. Perhaps the new Pokémon options and some fresh seasonals will help drive sales to offset last year. However, I’m still working on there being around a 25% decline.

As I write, there are 10 solid shopping days and two more Saturdays to go, including Hanukkah. We usually average the equivalent of about 8-10 weeks of non-holiday sales in these 10 days, but we continue to be both optimistic and frustrated by the US market. In the end, we have had a really stellar year - my third best of all time - and feel blessed to have been able to donate to charitable causes this year, more so than any time in our company history.

Top categories have been plush, slime, Lego, Pokémon and tween products representing spa, fashion, jewellery and wellness. While the fidget category has declined from its initial heights, it is here to stay. The five senses of touch, sound, smell, sight and taste are embedded in products and, in addition to these basic sensory products, I’m seeing new subcategories emerging like health and wellness. One example is weighted plush, exemplified by two brands we are currently selling: Hugimals and Bumpas. Early results are encouraging even at the price points of $60 and $40 respectively. We have some ideas to merchandise these emerging categories in a different way next year and can’t wait to see what happens.

I hope you all enjoyed a successful year end with the joy of Christmas and all the blessings we receive from the toy industry. Hopefully, I will see some of you at trade shows; the Toymaster May show, Learning Express and ASTRA summer shows or even the new Toy Fair in New York City in September. Until then my friends, Happy New Year and welcome 2023. Cheers, Rick.

Christmas rush, long hours, restocking, social media, reorders, etc., but from the endless continuous sales advertised by US retailers. It all started in October and has been relentless; I heard Black Friday mentioned so much throughout October and November that I blacked out! The question has always been why does the US toy market think that so many discounts and sales are needed right in peak season – when demand is at its highest?

And yes, I am pointing my frustration straight at the big box and online retailers - Walmart, Target and Amazon. This year, with the overhang of supply chain issues still dancing in store executive heads and the toy aisles filled to capacity, deal signs are everywhere: “Save 30%”, “Save 50%”, “Save 80%”, “Buy 2 Get 1 Free”. Ads on TV feature the latest deals and specials, and to top this off, there are also show segments called Deals and Steals. They advertise products by major manufacturers and small businesses at 50-80% off for a short time span online, many with free shipping - and customers seem to go bonkers over these deals. Two best sellers we carry have been promoted this way only this week, and obviously make our prices seem a little foolish. Exposure can be good, but the market currently seems to favour everything deal-oriented. The news media seems to like this as an ongoing story and amplifies the situation.

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Country Farm Shop

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Country Alpaca Walk

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Country Rabbit Hutch

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Country Beekeeper

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Country Tractor with Harvesting Trailer

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Country Farm House

Toymaster -

buying better

Many toy retailers faced a tough 2022 but the UK’s indies held firm, once again demonstrating the adaptability, nimbleness and optimism that have seen the channel safely through some of the most challenging years businesses have faced in decades. In this piece, Yogi Parmar, managing director at the toy buying group Toymaster, and Paul Reader, marketing director, tell Toy World what’s been happening behind the scenes over the past 12 months and how Toymaster continues to support its members.

more reasonable container rates we’ve seen trickling through.

By all accounts – and certainly going by what we’ve heard - 2022 was a good year for independent toy retailers. Speaking to Toy World at the November DreamToys press event (he’s the new chair of the DreamToys selection committee), Paul was of the opinion that the landscape coming into the new year wasn’t shaping up to be as ‘scary’ as was initially feared by the group’s members, with predicted price increases being mitigated by suppliers choosing to balance out or even reduce their pricing thanks to the

According to Toymaster’s managing director, Yogi Parmar, who spoke to us in the weeks that followed, independent retailers continued to benefit from the support of consumers eager to spend their money at local, specialist businesses in 2022. “Toymaster members have been very active in their own communities, resulting in strong sales,” Yogi elaborates. “Despite the challenges consumers faced coming into Q4 last year, sales remained positive. Having achieved 2021 levels of purchases by early November, our members were in a very good stock position heading into the final month, meaning that coming into the festive season, Toymaster was set for a strong 2022 performance.”

Paul feels that the lessons learned by Toymaster’s members in the past few years have stood them in very good stead to deal with the turbulent economic conditions that came to a head last year: how to work better with suppliers, how to focus more on everyday best-sellers, and how to leverage the right brands at

the right time. Toymaster’s suppliers have long been lauded by the group, which recognises the vital role they play in ensuring its members trade well. It’s widely accepted that a good independent toy retailer can offer toy brands, particularly young or emerging ones, incredibly strong exposure to groups of passionate consumers. Having strong supplier relationships benefits Toymaster and its members by giving them the ability to compete on a more level playing field with the nationals. This is why suppliers offered more exclusive lines to Toymaster members last year than ever before, and how members have proved that with the right line, they’re more than capable of shifting the quantities suppliers need for exclusivity. We have it on good authority that conversations are ongoing about further new and exciting exclusives for 2023.

Toy World enjoyed being able to report that a number of Toymaster members relocated their stores to larger premises in 2022, including Starlings, Moons, Kids Stuff and Midco Toymaster. In November, the latter announced the opening of a third store, Freak Treats, slated for this month: readers can find out more about

Paul Reader Yogi Parmar

this and other retail expansions in our special article on pages 64, 66 and 68.

Paul explained that since the pandemic, Toymaster’s members have slightly altered their approach to toy retailing. Aisles are now cleaner and clearer. They’ve become better at seeking out and securing the right product, too: indies have seen particular success with Squishmallows, Lego and Pokémon, as regular readers of our popular Talking Shop section will be aware.

“In many respects, we’ve moved away from the concept of ‘buying little and often’ to ‘buying better’ instead,” Yogi says. “Our most successful members have pivoted to buying better toys more quickly, and the advice from our side is to focus on what you’re good at. We can all be guilty of wasting time and energy on worrying about things outside our control or what other people are doing, but if our members can just carve out their own niches then everything usually works out.”

Last year, Toymaster added new graphic design specialists to its team, bringing more of its design efforts in-house. This, says Paul, has given the group much more control over the marketing material it produces for its members and allows Toymaster to react more quickly and create additional material for use by its members. The move also enables it to produce more digital content and other assets, something Toymaster will be doing more of in 2023.

Toymaster also had a surge in recruitment in 2022 and hopes other independents will see the benefits of membership this year. It’s been a big success so far, with eight new members joining last year from the UK, Ireland and even Gibraltar, including Music Corner, Toys4You and Big Top Toys. Yogi explains:

“The new recruits were very different – some were new retailers just starting a new business and needing our support, some were existing retailers who

were adding or expanding toys within their store and looking for guidance, while others were wellestablished independent toy retailers who recognised that the support Toymaster offers can add value to their businesses. All the new members last year recognised that Toymaster could save them both time and money.”

By now, Toy World readers should be more than familiar with the many perks of Toymaster membership, from its window display and catalogue programmes to TIMS, the Toymaster Information Management System (arguably the biggest perk of them all). And let’s not forget, the camaraderie and friendship members enjoy. We won’t go into the finer details again, but needless to say, the Toymaster team remains more than happy to talk to all types in independent toy retailers about the benefits of membership with anyone interested in becoming part of the Toymaster family.

As Paul puts it, the annual Toymaster May Show presents the perfect opportunity for the group’s members to gather under one roof and discuss ‘the good, the bad and the ugly’. The show returned to Harrogate’s Double Tree by Hilton Majestic Hotel last year after being forced to sit out its 2021 iteration in what was a sold-out and enormously popular three days. The May Show has always been the group’s annual highlight and anyone in attendance will agree 2022’s show was no exception: everyone was visibly delighted to have been meeting up face to face again and see new products in the flesh.

The May Show was followed by Toymaster’s regional meetings in the autumn. “Getting out to meet our members gives us the opportunity to talk in more detail than you can achieve over the phone,” notes Yogi, when asked about the importance of the meetings. “Our regional meetings are a great way for us to see a lot of our members in a short space of time, to hear their thoughts on trading and how Toymaster can help them. The conversations we have with our members

at these meetings help direct us to ensure we are providing the right support for them. We now have a new member committee in place as well, which will provide regular feedback and help steer the support and marketing we provide in a retail-focused way.”

Looking ahead to this year, many of the same challenges remain – but scattered throughout 2023 lie opportunities too. The school holidays have long been key trading periods for toy retailers, be they independents or nationals and everything in between, but the cost-of-living crisis could well cause more families to enjoy ‘staycations’ once again this year instead of travelling overseas – keeping their holiday spending within the UK. We saw a similar shift to staycations during the pandemic, and the hugely positive effect this had on UK shops, particularly the ones Paul refers to as his ‘seasiders’. Accordingly, Toymaster’s big New Year marketing push will be swiftly followed by ones for Easter, May Half Term and the summer holidays. Members will also be striving to maintain their reputation as go-to stores for destination toy brands at a time when consumers may find themselves leaning more heavily into tried and trusted brands that they know are a sensible investment.

Whatever the coming months hold, Toymaster remains committed to supporting its members: helping them through the trickier times and joining them in seeking out the good ones. Yogi assures us: “We will continue to add value for our members, as well as our suppliers, to better understand their priorities and where support is needed. In 2023, we’ll also be keeping our members regularly informed about upcoming range launches and best-sellers to ensure they don’t miss out on any big opportunities to help their sales and profits. In addition, we’ll become more creative and flexible with the digital marketing we provide, providing more assets for our members to use on their own social media channels.”

According to Yogi and Paul, Toymaster will also continue working with its suppliers in a way that encourages ongoing support in terms of both stock and marketing. They reiterate that the group’s role is to work in partnership with retailers and suppliers, to add value and benefit to both.

Independent retailers keen to find out more about how becoming a Toymaster member could save them time and money can visit the team at Toy Fair, where the group will be hosting its customary Toymaster Member’s Lounge on the Upper Level of the Grand Hall. The team will be using the show to catch up with its members, suppliers and independent retailers, to see how they can help them further over the coming year.

For further information, contact development manager Brian McLaughlin on 01604 662 922 or email brian. mclaughlin@toymaster.co.uk.

Toy retail celebrating the good times

2022 may have been a challenging year for some, but for others it was a time of success – of expansion and new stores, opportunities to be sought out and calculated risks taken. Toy World spoke to a selection of retailers who demonstrated resilience in the face of tough trading conditions.

We all know the second half of 2022 was difficult. We all know why. And we all know that no matter what, if there’s one industry that can ride out pretty much anything, it’s the toy trade. Indeed, at a time when businesses could be largely forgiven for rolling over and playing dead, we’ve seen a number of retailers up their game – or start playing for the first time – in what was generally thought of as a Very Difficult Year.

Irish retailer Tigeroo Toys, for example, moved into a larger store in Belfast city centre, a move that has allowed owner Raymond Kirkpatrick to expand the selection of brands and licensed toys he offers:

in stock in time for Christmas were Pokémon, Piggy, Squishmallows, Stranger Things, Encanto, Godzilla, Poppy Playtime, Fast and Furious Lego, Playmobil, Five Nights At Freddy’s, Monster High, Barbie, anime figures and collectibles, Sonic, Mario, and much more.

Rachael Sankey, along with her husband, William, entered the world of toy retail in April 2022 despite having no previous retail experience – just a passion for toys and hobby products such as Lego and Tamiya RC. The couple opened their shop, Harold’s Toy Store, in a town that didn’t already have one, Church Stretton in Shropshire, much to the delight of locals who felt it was an obvious omission from the town’s shopping scene. They say they’ve never doubted their

decision, despite the fact the turbulent marketplace has made getting hold of some key lines a challenge.

“The issues we were facing in Q3 and 4 influenced what we could and couldn’t sell, and where we could get things from,” Rachael notes. “As I am sure everyone reading this knows, some companies have stopped taking on new accounts due to supply issues, and although entirely understandable, this has impacted us. Pokémon is a very important range for us but can be difficult to track down. Ironically, that's the nature of the game itself. At least we can laugh about it.”

Rachael says her customers have found ‘love and joy’ in Harold’s, which is helping to combat the cloak of ‘doom and gloom’ that’s been trying its best to settle over the UK. (If we had a pound for every time we heard that phrase towards the back end of last year…) Since opening, business has been steady and was particularly good in the summer months, when the town gets a lot of visitors, and picked up very nicely at Christmas following the slow October reported by many retailers of all sizes.

“We are very grateful to Kayes of Cardiff for lots of initial assistance,” says Rachael, when asked which suppliers have been most supportive of Harold’s. “We didn’t have the shop premises ready when we thought we would, but Kayes kept our order for us until we were ready to take it. It was also able to provide us with our two lovely Schleich stands, from which product is selling really well. At the smaller end of the scale, Small Fries Games has been incredibly helpful online, supporting us on Instagram and Facebook. The company does this for all of the shops that stock its games and we’ve really appreciated the gesture.”

Fellow independent toy retailer David Middleton, meanwhile, moved his second store into much larger premises in its longterm home in the Derbion Centre in May 2022. Not content with just the two, however, his third location – Midco Freak Treats – is slated to open this month. The new store promises to be a very different take on the traditional toy shop, focusing primarily on the market for the older kid/ adult/kidult toys and collectibles market. As such, the store will place a major emphasis on Funko and Loungefly products, anime and manga, and film and TV properties.

“This is how we started out 20 years ago,” Dave tells Toy World, in between unpacking boxes and supervising the installation of shelves and signage. “Back then, we mainly focused on Star Wars and wrestling, moving into more general gear over time. The collector channel is a massive part of our business already, so with Freak Treats, we’re just expanding on what we already know.”

We asked Dave if the cost-of-living crisis had influenced his approach to Freak Treats, but he says it hasn’t – the target demographic for the store is customers largely unaffected by economic turmoil such as young adults with disposable income. As discussed with Bandai UK in our exclusive interview on pages 250-252, this is a fast growing sector that provides numerous opportunities for those suppliers working with current pop-culture, anime or sporting brands: stores such as Freak Treats therefore offer a new route to consumers. Those consumers, meanwhile, also seem keen to see these sorts of specialist shops pop up – not least because, as Dave puts it, ‘the cool kids won't have to walk past CoComelon to get to Chainsaw Man’ (Google it).

Dave isn’t the only retailer embracing the rapidly

growing kidult end of the market. In St Helier, Jersey, a new hobby toy shop has been opened by John Testori, the owner of Bambola Toymaster. The new shop is dual aspect, being on the corner of Don Street and Waterloo Street, which John says is great for footfall, and unlike the other store, caters towards much older consumers. The store opened in September 2022, right next door to Bambola’s core toy shop which has been open for 18 years. The new opening has given Bambola an extra 900 square feet on the site and is stocked with a wide variety of hobby-based products

Gibsons, to collectible Banpresto figures and slots cars from Scalextric and Carrera.

“The new addition has worked very well, and we have had great customer feedback,” John told Toy World shortly after the opening. “We wanted to make use of both the units in the building which we own, but we didn’t need two toy shops next to each other, so it made sense to go more into the hobby side on the second one. Since Covid, we have had an older, more adult, customer base and this has continued growing.”

From indie retailers with modest store portfolios to those in the double digits, September and October 2022 saw SMF Toytown open new stores in Perth and Coventry respectively. The openings bring SMF’s portfolio to a little over 30, but as managing director Alan Simpson explains, it’s all about maintaining a balance. Shuttering four underperforming stores that had reached a natural break in their contracts actually meant the overall number of Toytown locations was reduced, an approach that maintains the strength and success of the retailer’s business by ‘taking away at the bottom and adding on at the top’.

“If you’re not moving forward then you’re standing still, and if you’re standing still, then in my eyes you’re going backwards,” Alan says. “We’ve always looked to open new stores each year in varying numbers, and 2022 was actually quite a difficult year in which to do so, as solicitors were working very slowly. Even so, the two new stores have been performing really well so far, and we’re planning on opening another four or five in 2023.”

Resolutely one of the top five performers each week since opening, the new Toytown Coventry store in the West Orchards Shopping Centre spans 8,000 square feet and takes up the first floor of a former Debenhams store. The Toytown store is the retailer’s first in Coventry and came about after an approach by the shopping centre’s owner, who had seen other

Alan and his team take a careful look at new locations when deciding where to focus their attention, with footfall of particular importance; most of the retailer’s stores are in popular shopping centres rather than high streets (an approach Dave Middleton, who in 2021 moved his original Burton-Upon-Trent store into The Octagon Centre, away from the high street it had been on for several years, also favours). Alan also says that he entertains far more offers from landlords eager to secure an SMF Toytown branch for their centres each year than he can actually take up –more than 20 in 2022, for example.

So, does Alan always know that his new stores will definitely be a success? Despite all his due diligence the answer to that is no, not at all. But he’s been in the game long enough to know what’s likely to work, and what’s not. Looking at 2023, he says that while the cost-of-living crisis is having a bearing on his expansion plans – footfall is holding firm but basket spend is down – it will still be a good year for his business overall.

BargainMax also has big plans for 2023. The online toy retailer secured 90,500 square feet of warehouse facilities at PLP Ellesmere Port last year, in a move it said would create jobs and expand its footprint in the UK. Unfortunately, the warehouse move was delayed to the point where the retailer had no choice but to commence it in the middle of peak season, and as a knock-on effect, the launch of its highly anticipated new website was shunted into this year (this month, in fact). Despite the disruption, which Alex Woolfstein, eCommerce director & senior buyer

“We want to have the fastest, most user-friendly and simple website in the entire toy trade, so our new site is built to offer some truly phenomenal speeds. Our

ever seen.”

BargainMax is known for its very attractive pricing and works closely with leading toy suppliers to offer promotional discounts for consumers. At a time when shoppers are seeing money disappear from their pockets and bank accounts at (for many) an alarming rate, is this BargainMax’s time to shine? The retailer, Alex explains, never sells toys for more than they can be found elsewhere, a strategy that has resulted in a loyal customer base that returns time and again seeking value for money. This places BargainMax in a very strong position coming into what is likely to be a tough year for many – but Alex says, with a laugh, that he’s all but given up trying to predict performance.

“We have massive plans for this year, with huge investment in marketing to bolster all our goals,” he says. “We’re moving into new or expanding channels such as TV for the first time ever, and doubling our marketing team from its current three members to six. Combined with the new warehouse and website, we’ve bitten all the bullets at the same time. We know that when we reach customers they buy from us, and when they buy from us, they come back 7.7 times a year, on average, to buy from us again. This year is the first year we feel confident enough to push our reach further than ever before, and we’re very excited for what comes next.”

Over the page, Toy World readers can also find out about yet another retail expansion – the opening of the new Hamleys Westfield London store – in our exclusive interview. Clearly, the future looks bright for toy retail.

Hamleys has designs on Westfield London

As well as choosing from a wide selection of popular toys and games, customers can visit the Build A Bear Workshop, the only Hamleys-based one outside of its Regent Street store, enjoy desserts from the Hans & Gretel dessert boutique, practise shooting skills in a Nerf target practice area and have a well-earned play in the Playmobil area.

and we have tried to incorporate a huge amount of interaction and engagement into the new branch.”

Karen believes the store will appeal to “a totally different customer” to those who shop at Hamleys’ other locations, with tourists and commuters making up most of the customers visiting the stores based in tourist hot spots, railway stations and airports.

Hamleys has opened its second largest store in the UK in Westfield London (White City), with the retailer intimating that the new space will serve as a blueprint for further rollouts. As with the famous Regent Street store - the retailer’s largest premises and its flagship in the 17-strong UK chainunderpinning the overall atmosphere and central to its offering is the overall customer experience, with different themed areas and demonstrations to entice shoppers and deliver the in-store theatre and magic that Hamleys is known for.

Providing a 11,000sq ft toy wonderland, the stateof-the-art store opened on 18th November, just in time for peak Christmas trading. Featuring an array of favourite toys from the traditional to the hightech, games and puzzles to arts and crafts, the space is packed with well-known brands such as Lego, Barbie, Playmobil and Schleich. Other companies well represented across the product mix include Hasbro, Simba (with its eye-catching display wall of Disney soft toys), Epoch Making Toys, Ravensburger and Rainbow Designs, with a prominent section devoted to Paddington Bear.

There’s also a ‘beauty parlour’ area, photo opportunities with a Barbie photo booth and Lego backdrop and the chance to get up close to a huge Schleich animatronic dinosaur. Central to the store is a fun slide, suitable for both kids and grown-ups, which has been sponsored by plush toy company Ty, which also provided the inaugural window displays for the store, featuring the company’s limited edition Queen Elizabeth II Bear, plus its Paddington and Squishy Beanies ranges. Shoppers can also experience meet & greets with the iconic Hamleys Bear and an array of other Hamleys characters, plus enjoy special guest appearances from the world of TV and film to create even more excitement.

In the run-up to Christmas, trading in the store’s first few weeks of opening has been brisk and Daniel King, Hamleys’ trading manager, UK & ROI, tells Toy World that the new store was primed for success following a smaller pop-up Hamleys store, which opened in the shopping centre in December 2021. “We knew all along when we had the pop-up that we would be opening a permanent store and we wanted to get it open before Christmas,” he explains. “This is a new design for us, and it is a test. However, sales have been very good.”

Senior buyer Karen Dennett adds: “The store is doing fantastically - better than expected - and we had a particularly good start for product with our Top 10 Toys for Christmas and key brands such as Barbie, Ty Paddington, Playdoh, Nerf and Playmobil. Our USP is the overall experience of coming into a Hamleys store,

As well as promoting Hamleys’ own brand toys and games, with eight demonstration areas to showcase the products, big brands have been key in supporting the opening and there are some stunning installations around the bright and colourful shop from the likes of Hasbro Gaming, Play-Doh, Lego, Mattel, Schleich, Playmobil and Simba Smoby. There’s a huge K’Nex Big Wheel, built by members of the Royal British Legion and, at the time of our visit, the Playmobil section featured a Santa’s Grotto, with Daniel telling us that this area will be refreshed regularly by the Playmobil team.

Daniel says the Westfield store will act as a blueprint for other new locations. Finding other locations in shopping centre settings is a key focus for Hamleys and he tells us that the retailer is currently in discussions with several landlords, with a hint that a similar new store likely to be open before Christmas in 2023.

Daniel also praises the suppliers for “adding so much colour to the store” and says their support has been crucial in the overall design of the space, even providing custom-made designs to cover the store’s pillars.

The Covid pandemic hit Hamleys’ UK stores hard, with UK travel and tourism so badly affected, but Karen says figures show footfall at the Regent Street store is now back to its 2019 level, which is obviously welcome news for the retailer and the opening of larger, experiential stores such as this can only put Hamleys even more firmly on the map.

Toy World’s publisher John Baulch and assistant editor Sam Giltrow experience the new Hamleys Westfield London store in an exclusive tour with senior buyer Karen Dennett and Daniel King, trading manager, UK & ROI.

Karen Dennett

Daniel King

Ty, the UK’s No 1 plush brand is excited to welcome the newest addition to the family: Paddington! Officially licenced, and made from colourful, cosy fabric, we have two sizes of Squish-a-Boos plus a highly collectable Beanie Baby available while stocks last.

Properties Hot

According to NPD, licensed product continued to outperform the overall toy market, as it has for the past three years – last year it accounted for 29% of toy sales, up from 23% in 2019.

Interestingly, looking at the top growing licences of 2022, they came from a variety of platforms – movies, terrestrial TV, computer games and streaming services – and covered the entire age range from Infant & Pre-school to Kidult.

Cinema made a welcome return in 2022, with the result that licensed merchandise related to movies represented around 40% of the overall licensed toy market and a whopping 82% of licensed toy growth. It was a particularly good year for Universal’s Jurassic Park / World, while Batman and Sonic the Hedgehog also found their enduring popularity boosted by new films. 2023 will see a host of major movies released, several of which I am genuinely excited about from a toy perspective – especially Transformers: Rise of the Beasts, Teenage Mutant Ninja Turtles: Mutant Mayhem and the Barbie movie. Each of these movies is predicated on an iconic toy brand which has been established for decades. These properties are all loved across the generations, and – crucially – the footage I have seen from each film looks fresh, exciting and extremely toyetic. The ranges from Hasbro, Playmates / Character Options and Mattel also look amazing, and there is so much there from a creative point of view for other licensees to work with. I am expecting big things from all three brands in 2023.

Another major property which will benefit from the launch of a new movie is Paramount’s Paw Patrol. In addition to Paw Patrol: The Mighty Movie, the brand is celebrating its 10th anniversary in 2023, so it’s no surprise there will be a celebration theme running across the year in its marketing and in-store activations. The last movie year (2021) saw a tremendous uplift, both in terms of sales and content viewership. For an evergreen brand with longevity like Paw Patrol – as with Transformers, Teenage Mutant Ninja Turtles and Barbie – new movie content can give a huge boost to the franchise as a whole, both ahead of and following the release of the film.

Other movies to watch out for in 2023 include the new Trolls movie (currently known as Trolls 3 until its official title is released), while the Warner Bros movie slate also looks strong, with Flash and Shazam notable highlights.

Boosting the core theatrical release, the success of some movie brands is increasingly being enhanced by its appearance on other platforms. Encanto enjoyed a decent year in 2022, but arguably largely as a result of its appearance on Disney+; its initial theatrical release had a negligible impact on toy sales, and several toy retailers told me they had returned to their stores after Christmas last year with the intention of clearing their ranges, only to find massive fresh consumer interest had been sparked after the movie made its debut on the streaming platform on Christmas Eve.

Encanto wasn’t the only property to benefit from the burgeoning streaming platforms: alongside other Disney franchises such as Star Wars and Marvel, the surprise toy hit of the year had to be Netflix sensation Stranger Things. While at first glance it may not appear entirely toyetic, the show certainly inspired devotion across fans spanning a wide range of ages. As the Kidult category becomes increasingly important to the toy market, expect to see more of these ‘leftfield’ brands making an impact in the coming years – for example, watch out for Netflix’s latest hit show, Wednesday, which has all the hallmarks of a programme that would translate perfectly into licensed ranges.

Computer games continue to provide a rich source of content for toy companies looking for new licensed ranges. According to NPD, this segment grew by 16% in 2022, and is now worth double when compared to 2019 figures. Gaming brands such as Among Us and Minecraft were both firmly entrenched in the top 10 fastest-growing licences of 2022, with more to come on both brands this year. Keep an eye on Toikido’s Pinata Smashlings this year, which is poised to become a hit in both the digital world and the toy market.

Also making an appearance towards the upper echelons of the fastest- growing licences list for 2022 was Bluey – the BBC Pre-school property that originated in Australia and has gone on to become a global success story. Having seen Moose’s expanded range for 2023, there seems little doubt that this year will be even bigger for the brand.

Bluey continues to have strong competition in the Pre-school category, with the aforementioned Paw Patrol, Hasbro’s evergreen Peppa Pig and Moonbug’s CoComelon all remaining immensely popular, while Universal’s Gaby’s Dollhouse made a massive impact in its first year, with arguably the single most in-demand toy line of 2022 in Spin Master’s Purrfect Dollhouse playset.

In addition, Acamar’s Bing, Silvergate’s Octonauts and Boat Rocker’s Dino Ranch all offer compelling opportunities for licensees and retailers in the category, while Warner Bros’ new Pre-school introduction – Batwheels – is poised to introduce the Batman franchise to a whole new audience. NPD points out that only 22% of Pre-school sales currently come from licensed merchandise, suggesting that this offers tremendous growth potential for the category as a whole.

Classic evergreen brands also continue to resonate across the ages; this year sees Beano celebrating its 85th anniversary and Aardman’s Wallace & Gromit celebrating 30 years since The Wrong Trousers, while Penguin Random House is designating 2023 “the Year of the Rabbit” (that is, Peter Rabbit) mirroring the Chinese year system.

Over the following pages, we’ve rounded up some of the key properties which we believe will be making waves in the kids’ space in 2023.

2022 was another year when licensed merchandise made a valuable contribution to the toy market. While figures weren’t available for the final weeks’ trading before this issue went to press, the numbers up to the start of the festive season were highly encouraging.

Branding together

Licensors told us which properties they are tipping for success in 2023 and why they enjoy working with these brands.

Rob Goodchild Commercial director, Aardman

We are lucky enough to be working with the talented team at LoveLove Films, which has just launched its brilliantly crafty pre-school show, Pop Paper City. Premiering on Channel 5’s Milkshake! and the My5 App, this 52x11 series will air throughout 2023.

Pop Paper City focuses on a group of unique friends who live within the titular city, the capital of a captivating paper world. Kids should get ready to get crafty as they join us on an incredible journey to a city where literally anything is possible. As one of the series’ key themes is ‘doing as well as viewing’, there’s definite appetite to expand the Pop Paper City brand through a merchandise programme aimed at a core children’s audience. We’re anticipating a big take-up from licensees and customers.

Like the series itself, the merchandise will be focused on creativity and will inspire fans to get crafty either by themselves or with family and friends. We’re excited to see what paper creations are thought up, especially by our emerging Gen Alpha fans.

Marianne James Vice president EMEA & Asia Licensed Consumer Products, Hasbro

We’re excited to showcase Peppa Pig, as we gear up to celebrate the beloved brand’s 20th anniversary in 2024. We have many exciting firsts for Peppa, including launching the first range of Limited Edition Peppa Pig children’s tableware with Bamboo Bamboo and opening the firstever Peppa Pig Play Café in China, as well as our first collaboration on true baby with Mori on a babywear range.

We have engaging new content planned for Peppa Pig through 2027, so viewers can expect to indulge in all-new onscreen stories that are near and dear to parents and kids. This year will also be monumental for the brand as we launch ‘Learn with Peppa’ – a major new worldwide brand extension that builds on Peppa’s natural alignment with learning and brings the power and fun of Peppa to early years development. We’ll be rolling out a comprehensive publishing programme, app and more based on ‘Learn with Peppa’ to help young learners understand the world around them. This initiative opens a brand-new lane for Peppa and has the potential to create its own universe of branded entertainment experiences themed to Peppa and the importance of learning.

Since launching in the UK almost 20 years ago, Peppa Pig has become a global phenomenon. Available in 180 countries, Peppa is a friend to all around the world, supporting pre-schoolers and their families through everyday life situations. Peppa is a force to be reckoned with as she helps pre-schoolers explore and expand their understanding of their own world through her experiences.

Natalie Harvey Executive director of Sales, Acamar Films

We are fortunate as a company to be able to focus entirely on Bing and we are hugely excited for the year ahead. As producers and a licensor of the international award-winning pre-school animated series, Acamar Films will deliver additional territory launches, an explosion of new content, new partnerships, retail activations, campaigns and a new communications strategy as part of our long-term investment in Bing. There’s a lot

Following some incredible achievements in 2022, we are committed to Bing’s growth on a global scale and see fantastic opportunities on the horizon in France, Germany, US and Canada, Latin America and Japan in particular. We have signed new agreements with Disney+ in Italy and extended our Amazon Prime Video deal for the UK, Ireland, Spain and Italy, so momentum continues in our established markets.

Ensuring that Bing is a pre-school frontrunner in discoverability and accessibility, we have announced the development of new, high quality Bing content across the next five years, significantly increasing our multi-platform output and offering more opportunities to delight and support our audience worldwide.

Our new communications strategy aimed at grown-ups will clearly demonstrate the careful thinking behind the show as Bing continues its global expansion, launching into new markets and on new platforms, as well positioning Bing beneficially for future partnerships.

We have exciting new products on the horizon with new hero plush and play sets expanding Bing’s world. Our fantastic trend guides are inspiring stunning new apparel designs, and we are looking forward to working closely with retailers, finding new and customer first ways to enhance their connection with Bing.

Matteo Corradi President and CEO, Mondo TV

It will come as no surprise that the team here is thrilled with the continuing popularity of its environmentally themed animated kids’ show MeteoHeroes. We’re expecting further growth in 2023, not least in licensed products.

Now in its third year of success, the first series of MeteoHeroes, co-produced by Mondo TV S.p.A and the leading Italian weather forecasting centre Meteo Operations Italia (MOPI), is available in 180+ countries and 22 languages. In its first market, Italy, it’s among the most successful Cartoonito children’s series. However, it’s also been a big hit in Spain and has successfully launched in much of Europe as well as Latin America, MENA and Singapore. In the US, MeteoHeroes arrived on PBS in April 2022 with an exciting Earth Day Special. A second season of MeteoHeroes and four 26-minute TV movies are rolling out this year and next.

The show undoubtedly benefits from the interest in environmental issues among young people. It’s also exciting, funny, beautifully designed and inclusive: its six superpowered heroes - three boys and three girls who can all control weather phenomena - hail from six continents.

Among the recent MeteoHeroes products of note is the videogame MeteoHeroes – Saving Planet Earth, available worldwide on PlayStation and PC (STEAM platform) and launching soon in retail stores. In Italy, where licensing is managed by Mondo, a beautifully designed and developed toy line has been produced by licensee Play Around. The next step will be to select distributors to bring the products to shelves in those countries where the show is on air.

Outside Italy, Mondo is already working with best-in-class agencies like ELC and Lisans for Turkey and eastern and south-eastern Europe, with more territories to come. As awareness grows, 2023 will see significant expansion of the MeteoHeroes licensing programme. It will be linked not only to the show but also to initiatives – especially educational initiatives involving schools – building on the global growth of the only cartoon in the world dedicated entirely to climate and environmental issues.

Gaby Dior EMEA Licensing manager, BBC Studios

Thomas Merrington

Creative director, Penguin Ventures

Building on the success of our 120th anniversary celebrations for Peter Rabbit last year, 2023 is the Year of the Rabbit so I am really excited about our plans for this classic

We have some fantastic new live experiences launching. Histrionic will be bringing back The Peter Rabbit Garden Adventure following its successful inaugural launch at Blenheim Palace, and we will have trails in place at various locations across the UK. We’ll also be announcing a global partnership with a hotel brand in the lead up to Easter with an afternoon tea, in-room amenities and more, all supported by bespoke marketing creative across all locations.

Long term licensee Enesco will be fully launching its new plush collection after the initial range scooped several industry awards. I’m particularly excited about this one: we’ve been working with the wonderful team at Enesco for over a year to get these toys just right and I think they are some of the best looking plush we have ever developed.

Another of our long-standing toy partners, Rainbow Designs, will be launching a new Peter Rabbit Bedtime Cuddles night-light toy, along with some fantastic new developmental comforters. We have also expanded the signature collection. This range of heirloom style Peter Rabbit toys will see some new characters join the long-standing Peter and Flopsy collections.

Our quilting partworks in Japan have been working incredibly well and we’ve just launched the most amazing dolls house with Hachette, something I’ve wanted to develop for Peter Rabbit since joining the business back in 2013.

We have some excellent retail partners, Peter being one of the top nursery brands in the UK. Marks and Spencer delivered an amazing 120th collection and will continue to build its ranges in 2023. Our agents in China and Japan have secured some fantastic high end fashion collaborations too. I can’t wait to see these arrive at retail.

Following the successful launch of our Snowman webshop with Star Editions, Peter Rabbit will be hopping into the online shopping space with his very own dedicated shop launching later this spring, reflecting our strategy to drive further eCommerce growth.

There are some other fantastic partnerships in the works but, as is always the case, I can’t say too much about these at the moment.

Bluey has had great success across EMEA, where we have launched our master toy range by partner Moose Toys and local distributors. The next year will see us consolidate those successes and work with our existing partners and newly appointed agents to achieve sustainable growth in key markets. This will involve us signing new deals with partners who share our vision for the brand as well as rolling out new product lines. EMEA is a key part of our global licensing programme for Bluey, and we can already see it following the trajectory of our successes in Australia/NZ, US and UK.

touchingbase

Karen McNally Licensing director, Blue Zoo Animation

This year is going to be all about the growth of our newly launched, pre-school brand, Colourblocks. It’s a fabulous, funny, animated show that uses the proven magic of our Blocks brands to help three- to sixyear-olds dive into colour and understand the world they see around them. Colour is a key search term for parents and a touchstone learning topic for pre-schoolers because it offers an instantly accessible and exciting way to explore and understand the world around them. We’re on a global mission to carve out new ways of teaching children about colour, just as we’ve done for reading with Alphablocks and for maths with Numberblocks. The show is made by the same successful teaming of Alphablocks Ltd and the multi award-winning Blue Zoo animation studios and was commissioned by the BBC’s for the CBeebies channel.

Our creators, Joe Elliot and Dave Bowman, have developed Colourblocks in consultation with international colour experts and infused it with a real love and passion for colour, so that every episode is bursting with the same unforgettable blend of entertainment and learning that has won the rest of the Blocks Universe millions of fans.

The show has all the loveable characters, show-stopping songs, humour and adventure you would expect from this world-leading team, plus children will learn colour recognition, colour names, meaning and signifiers, mixing, mark making, contrasting colours, light and dark and all kinds of patterns – and that’s just for starters. There’s lots more to come.

Colourblocks will build on the huge success of Alphablocks and Numberblocks on CBeebies, at the app stores and on YouTube, where the shows have notched up over 6.7b YouTube views and is set to join the other Learning Blocks shows on learningblocks.tv as a welcome learning resource for both parents at home and teachers in the classroom. I can’t wait to work with our partners and create products across all categories that

diversification with new shows launching (It’s Cody Time and CoComelon Animal Time) as well as new product offerings coming on the market, such as the new CoComelon video game, stage shows and award-winning products. Looking forward, we have exciting plans for new content development, such as CoComelon Lane, which will be airing exclusively on Netflix in 2023. As a team we have been working closely to ensure our partners reflect the very best of the content back into products, bringing the show to life with products infused with music, roleplay and learning. The content breadth has also allowed us to extend our ranges with new characters, locations and vehicles. Cody, our lead character JJ’s best friend in the show, continues to be a hit with audiences and a popular character for products. This past year we developed some great product lines with our master toy partner Jazwares, including the My Friend Cody Doll, which has become one of the top sellers in the range.

From a personal point of view, I have a soft spot for these characters as both of my kids have grown up enjoying and learning from CoComelon, as have many children across the world.

Rob Glenny Head of Commercial & Business Development, Beano

I’m very excited that this year we’ll be shouting about the Beano property and our full squad of brilliant characters. We know from our fans young and old that everyone has their own special favourite, reflecting the diversity and uniqueness of our audience.

I’m particularly excited to celebrate Minnie, our No. 1 rebel girl in 2023. She’s incredibly popular with parents and their kids (both boys and girls), who tell us how much of a role model she is. She’s unique, unstoppable and very funny, just like the kids who love her. Minnie’s never one to slip into the background, and in December 2023, she’ll be charging to the front as we celebrate her 70th anniversary. Ever since she crashed onto the pages of Beano in 1953, she has been inspiring kids to do things their way and I

Beano is one of those rare brands that is shared across the generations. We’ve been delighting kids for 85 years and we’re now seeing how kids, parents and grandparents are exchanging their own Beano memories. We leave our mark on every kid who interacts with us and they leave their mark on us.

That’s how we’ve been able to evolve - kids have always been the secret of our success. They still love fart gags and strong characters but the world they occupy and their views and place within it have changed massively. We talk to our audience every week to ensure the Beano brand and characters resonate with modern kids, which has helped us grow our audience. We’ve also expanded beyond the comic to appear in all the touchpoints of their lives, giving them creative, funny content across TV, YouTube, books, online, live events like our ‘comiconcerto’, and creating partnerships with heroes they admire, such as Marcus Rashford in 2022.

Beano has a special place in Britain’s heart. It’s trusted and familiar but enjoys unique positioning as the funniest, most creative brand in class. This year’s going to be our biggest, and we can’t wait to celebrate with all our fans, young and old – plus some new recruits too.

A big year for Paramount

With eagerly anticipated new movie and series releases for some of its hottest properties, this year will be a busy one for Paramount. Sam Giltrow chats to Venetia Davie, VP Consumer Products, UK & Ireland, ANZ & Israel to discover how the company’s rich vein of content is boosting toy sales.

this year. It’s a move which has been highly successful, Venetia Davie, VP Consumer Products, UK & Ireland, ANZ & Israel explains, as she discusses how streaming is becoming incredibly important in terms of sharing content. “We are building that global footprint and we are really using the power of our network to drive streaming. For instance, we talk about Paramount+ on our Nickelodeon channels and Channel 5 and we are building a great home for content,” she tells Toy World. “We know that when you have kids’ content, it brings that family audience together so it’s a real point of difference. Paramount+ really helps us to position ourselves as a global entertainment company.”

One of the most exciting developments for Paramount in 2023 will be the new Teenage Mutant Ninja Turtles movie, Mutant Mayhem. The ‘heroes in a half shell’ celebrate their 40th anniversary in 2024 and Leonardo, Raphael, Donatello and Michelangelo continue to garner a new audience to add to those generations of loyal fans who have been supporting them for decades. “This is the ultimate relaunch for the ultimate boys’ brand,” says Venetia. “What we are super excited about is the fact that it’s not just all about toys and kids – it is such a multi-generational franchise, and we are so excited about celebrating 40 years of the brand in 2024. It’s an incredible achievement.”

Paramount has carried out global consumer research on the brand and found that more than half of adult Teenage Mutant Ninja Turtles fans have children between the ages of 6 and 11. “So we have a demographic that loves Turtles – they grew up with it and remember it – and they also have in their family that direct demographic that we are looking to target,” states Venetia.

business grew about 150% over the last year, so we already know that people are starting to buy product,” enthuses Venetia.

Other important areas are video games – Paramount launched Teenage Mutant Ninja Turtles: Shredder’s Revenge, a relaunch of a classic game, achieving 1m downloads in first six weeks – and publishing, which, Venetia says, demonstrates how strong the core fanbase is. “Now we are really turning our attention from that shift of the adult audience back down to the kid audience,” she adds.

The CG-animated movie, directed by Seth Rogen, will hit UK cinemas on 11th August 2023. “You could not ask for a more relevant director to appeal to both adults and kids. The movie has humour and a vibrant New York aesthetic,” Venetia tells us. “It plays back to all the things that cool about the Turtles and has a brilliant animation style.” When details of the name, director and release date were revealed, it was announced with a New York graffiti style poster, which attracted over 50m impressions on social media.

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023 is set to be a huge year for Paramount as it celebrates some significant milestones, including the return to the big screen of the Teenage Mutant Ninja Turtles and a second movie release for one of the hottest pre-school properties around, PAW Patrol.

It is also set to ramp up content for its Paramount+ streaming service which arrived on screens in June

There has already been a consumer product collaboration with skate brand Supreme and, in the toy space, there have been collaborations with Stranger Things, a co-branded toy line for adults with Cobra-Kai, and with Street Fighter. “We have been seeding this market for the last two years and in toys, our collector

Venetia adds that while Paramount already had a brilliant long-term master toy partner in Playmates, it also has an exciting new distribution partnership with Character Options to look forward to in 2023: “The Character Options showroom in Manchester looks so impressive, and the team has done a phenomenal job. They are the perfect partner to bring the toy programme to market in the UK.” Reactions at previews in Los Angeles and the UK have been extremely positive, and the full range will be on show at Character Options’ stand at the London Toy Fair.

The roll-out programme will extend beyond the movie with content on every platform and some big video game releases. “As you would expect, we are looking at using the power of our network, whether that is Nickelodeon, Paramount+ or Channel 5,” explains Venetia.

With 2024 being the 40th anniversary, there will also be some big fashion collaborations in the works, along with a whole year of celebrations.

2023 will also be a huge year for the hit pre-school property PAW Patrol (produced by Spin Master Entertainment), which includes a second feature film debit, a spin-off series, all as the brand celebrates its 10th anniversary. “It’s a phenomenal feat for a pre-school brand that had such a peak when it hit the market. We had never seen anything quite like it,” says Venetia. “What has developed is a new evergreen brand.”

She adds: “It’s a phenomenal moment for us to celebrate with our partner Spin Master, the creators of PAW Patrol. We’ve truly worked hand in hand to build this incredible brand and bring it to pre-schoolers around the world. I think the reason why we are still here 10 years later is because the brand is so fresh. Together, we create two to three new themes every year with innovative toy creations. On top of that, we have amazing ways of communicating and connecting with kids and families through our marketing activity,

whether that’s toy-based or brand-based through our channels.”

Aside from the anniversary, there are two key content developments happening next year - the second theatrical PAW Patrol: The Mighty Movie, and the new spin-off show, Rubble & Crew. The first movie had a huge impact on consumer product sales in the year of the movie release. “What we have with PAW Patrol is a brand that we are not trying to sell movie merchandise with. Rather, the movie is elevating the brand as a whole. Yes, there were SKUs which specifically tied into the movie, but we found it elevated PAW Patrol in every aisle across every retailer. It created more consumer demand and put PAW Patrol front of mind,” says Venetia. The first movie took more than $150m at the box office, with over £10m of that coming in the UK.

The new film, PAW Patrol: The Mighty Movie, is set for UK release on 13th October 2023. In the film, a magical meteor crash lands in Adventure City and gives the PAW Patrol pups superpowers, transforming them into The Mighty Pups. For Skye, the smallest member of the team, her new powers are a dream come true. Veteran animation director Cal Brunker will return to direct the movie. “We saw a lovely uplift in our girls’ business last year with the Skye and Liberty characters, so this year is exciting for us, especially in our softlines business where we see a lot of girls picking up accessories and apparel,” outlines Venetia. “We will, of course, have a wide range of

toys featuring Skye as well. The retail response from the movie release has been phenomenal and I think we are seeing some broadening of that retail appeal as well.”

Paramount, Nickelodeon and Spin Master are also gearing up for the release of spin-off show Rubble & Crew, a new extension of the core PAW Patrol show, which will see content aired in the US in February and in the UK later in 2023.

Again, content is key and Paramount will continue to put content onto its PAW Patrol YouTube channel, social and Nick Jr. channels. It also creates a lot of original content for partners such as Sky. Next year, to mark PAW Patrol’s 10th anniversary, the theme is going to be around ‘One Big Celebration’ at retail.

Last, but by no means least, is SpongeBob SquarePants. What started as a Nickelodeon show can now also be found on Paramount+ as well as multiple content touchpoints including memes going out across socials such as TikTok and YouTube. “In terms of social media engagement, SpongeBob is the brand that gets one of the most impressions,” states Venetia. “When I look at other markets on SpongeBob, it never ceases to amaze me how unbelievably he performs in consumerpackaged goods and food. We have taken some key learnings from other markets and have some exciting new projects launching in this space in 2023.”

In the last two years, the brand has moved more into fast fashion and its recent collaboration with Sideman in the UK was very successful. “What I love about SpongeBob is that he is an icon for positivity. You could not get a more positive role model,” Venetia enthuses. The brand is also involved with social initiatives such as Operation Sea Change, a new global ocean conservation and sustainability initiative from Paramount Consumer Products and Nickelodeon. The initiative aims to help remove and divert 5m lbs of ocean plastic over the next four years by funding clean-up projects. Paramount Consumer Products will also work with current SpongeBob SquarePants consumer products partners to drive more sustainable practices and reduce singleuse plastic in products, as well as curating partnerships with new brands to create innovative product lines.

Venetia also mentions there will be some other “very exciting partnerships” that will hit the UK from next summer through 2024 and 2025. “It is a brand that will just keep on going,” she concludes.

Blippi Moonbug Entertainment

Blippi has become the most popular fact-based, presenter-led show in the world, with more than 1b monthly views on YouTube and 50m fans around the world. The franchise has expanded rapidly since it was acquired by Moonbug Entertainment in 2020. Blippi is available in more than 20 languages, including ASL, and is distributed by more than 30 global broadcast and streaming partners around the world including Netflix, Warner Discovery and the BBC.

In November 2022, Moonbug announced an expansion of the Blippi franchise with an increased investment in Meekah, Blippi’s beloved best buddy. The company spun off the Meekah character with a dedicated YouTube channel, merchandise items, a music album and a streaming distribution deal with Netflix.

Each episode of Blippi takes kids on a series of field trips during which they explore kidfriendly, interactive destinations. These adventures elevate play time into a learning experience by introducing audiences to new people, exploring new worlds and learning fun facts associated with the places they visit. The show has struck a chord with parents and kids thanks to its engaging, inspiring and accessible content, successful toy line and sell-out live shows.

Blippi has enjoyed great momentum, with continued distribution expansion bringing the content onto new platforms as well as the launch of new content formats, such as the Blippi Wonders animated show. Moonbug has been working closely with Jazwares, the master toy partner for Blippi, to ensure this momentum is reflected in the product line, as well as exploring new opportunities to expand into new and relevant product categories in the future.

Little Angel Moonbug Entertainment

Little Angel was Moonbug’s first acquisition since becoming part of Candle Media and it is one of the fastest growing kids’ channels on YouTube. Since the acquisition, Moonbug has been working on delivering an innovative and truly unique pre-school offering that ties into to the core themes and attributes of the show. The company is now looking to continue the development of the brand across new categories in the coming years.

The animated pre-school show Little Angel is an irreverent comedy about the wacky and fun reality of growing up: sometimes it is messy, but it is always fun. Baby John and his family, who take on everyday adventures as seen through the eyes of little John, are at the heart of this beloved show, which has been captivating families around the world with its irreverent humour, catchy and upbeat songs, and nursery rhymes.

CoComelon Moonbug Entertainment

CoComelon’s mission is to inspire positivity and nurture a growth mindset for kids across the globe. The franchise models good behaviour and supports pre-schoolers’ learning through music. The brand has become a perennial leader on major streaming platforms like Spotify, Apple Music, Roku, and Netflix, where it continues to set records for consecutive days in the Top 10 Most Watched TV Shows.

CoComelon is a fun show about childhood that celebrates the big moments for little kids. The show follows JJ and his friends and family as they share their everyday adventures, exploring and learning through relatable situations and toe-tapping songs. CoComelon is the No.1 most-watched kids brand on YouTube globally with more than 4.3b monthly views and more than 163m subscribers.

CoComelon has grown quickly to become one of the biggest properties in the toddler and pre-school market, offering young CoComelon fans the opportunity to relive their favourite shows in the real world. Moonbug has successfully developed an extremely strong consumer products programme with offerings in all major licensed categories including Toys & Games, Apparel, Party Goods, FMCG, Arts & Crafts, Home and more. In a relatively short amount of time, the company has built a world-class portfolio of best-in-class licensees and continues to build upon these relationships with new categories and brands. The programme has delivered several top product awards, culminating in CoComelon being awarded the Best Licensed Brand (entertainment, character) at the 2022 Licensing Expo in Las Vegas.

In October 2022, Moonbug launched its first ever CoComelon video game with Outright Games on Nintendo Switch. Fans are now able to experience the world of CoComelon in a new way, playing as JJ and exploring his house and garden as well as interacting with different locations, objects, toys and characters.

Pinocchio and Friends Lisle Licensing

Since it arrived on CBeebies at the end of May last year, Pinocchio and Friends has not only found its perfect broadcast partner in the UK, it has also become a ratings winner. The property has secured a loyal fan base amongst children and parents who adore the world’s most famous wooden puppet, with his long nose and insatiable appetite for curiosity.

February 2023 sees the launch of the master toy range from Flair GP, which proved to be very popular when it was first shown to buyers at BLE back in September 2022. The range will also be showcased at London Toy Fair. Licensee enthusiasm has been encouraging, with a continuing flow of agreements including Smiffy’s, Ravensburger, Fashion UK and Kennedy Publishing, the latter of which has already launched its first title. Buyers wary of investing in new IPs in the current climate should find this delightful series a more risk averse choice for 2023 and are advised to get on board now. In Q1, Lisle is keen to secure new partners in audio boxes, puzzles and games as well as wooden toys.

With licensed dress-up and apparel lines launching soon after the toy range this spring, Lisle is positioning the brand for a year of growth which will be supported with PR and marketing activity. This will include social activity on TikTok, a promotional campaign in Family First magazine, which reaches the school bags of KS1/2 children across the UK in February, and a nationwide partnership which Lisle hopes to confirm in the new year.

Iginio Straffi, Rainbow’s CEO and founder, always aspired to revitalise the much-loved timeless and classic novel about the wooden toy Pinocchio, who longed to be a real boy. As an original Italian story, it is fitting that a modern-day adaptation should stem from a well-respected producer of children’s content who also grew up in Italy. Iginio has set the classic story in modern times and created new adventures and locations, as well as new characters such as Freeda, the pirate doll, one of Pinocchio’s greatest friends. The storylines appeal to today’s young, global audiences. The result is a hybrid show which marries a timeless classic that parents and guardians know, trust and love, with modern CGI animation techniques and a style and upbeat tone which appeals to today’s children. The ratings success Pinocchio and Friends has earned in the UK on CBeebies and in

Tetris Lisle Licensing

2023 is just the beginning of what Lisle expects to be a fantastic two years for the Tetris brand. The company is accelerating the celebratory licensing plans it has in store for the iconic video game’s 40th anniversary, which will run throughout 2024.

Lisle is proud to be a long-standing partner of The Tetris Company and to grow its UK licensing programme year on year, particularly in new categories such as novelty gifting, and with new licensee and retail partners in the apparel category.

The foundations of Lisle’s licensing programme are product innovation and championing the Tetris brand’s incredible heritage, so Lisle’s focus for the next 18-24 months is on signing additional new partners and launching products using the specially curated anniversary style guide. The company will also begin planning 40th anniversary marketing activity in the months ahead that will run alongside the licensing programme.

With an award-winning 2022 behind it, and product launches continuing to add a new layer of fun to the brand, Lisle is looking forward to the year ahead. New lines from recently on-boarded licensees Poetic Brands, The Hut Group and Moonpig will join existing ones from long-standing partner John Adams, which is also launching a new game in time for Easter. The slate of licensed product coming through for this year demonstrates the Tetris brand’s ongoing popularity with families and fans of all ages.

The enduring appeal of the Tetris brand lies in its ability to remain relevant. The brand has evolved for almost 40 years, retaining its very earliest fans since the game was created in 1984 whilst continually finding new ones. Tetris’ current UK partners are tapping into the brand’s heritage as well as the iconic Tetrimino shapes and bright colours as they gear up to celebrate the 40th anniversary. The brand’s versatility means there is a wealth of licensing opportunities to explore beyond the usual: now is the perfect time for Lisle to talk with licensees who think they can introduce something unique to the Tetris portfolio during the trade fair season.

Mattel’s leading properties continue to offer unrivalled play experiences

Maintaining its position of a creator of world-class play experiences for generations of kids, Mattel boasts an iconic portfolio of properties that promises to innovate, excite and delight in 2023. Toy World finds out what the next 12 months has in store.

The year ahead is set to be a busy one as Mattel continues to support its franchise-first approach with investment in content and live events, not to mention the 15 theatrical live action movies and tent-pole animated series scheduled across key brands that are already in the works. Mattel’s extensive brand portfolio, plus its expertise in the toy category, will also offer exciting opportunities with

Monster High is back

Following a hugely successful content relaunch in 2022, with a hit movie streaming on Paramount+ in over 23 countries, Monster High product returns this year with a new line-up of ‘fangtastic’ characters that fully embrace what makes them unique. The brand seeks to foster a more accepting world in which everyone is proud to be their authentic self.

Monster High is a purpose-driven property capable of reaching a multi-generational fanbase that includes both kids who are new to the ‘fangdom’ and young adults who grew up with the original monsters. Supported by engaging new content and dolls, Monster High will connect with - and make a greater impact on - issues such as inclusion, diversity, and community. The brand is also allowing for even more storytelling opportunities by representing a wider array of body shapes and sizes.

Autumn 2023 will see Monster High consumer products launch. There will be exciting introductions across all core categories including dress up from Rubies, as well as arts & crafts from RMS and Sambro, greetings from Danilo, stationery from Blue-Print and Pyramid, games and puzzles from Ravensburger, and a whole host of softlines partnerships.

momentum for the Barbie movie.

As the original girl empowerment brand, since 1959, Barbie has shown girls they can be anything. By providing purposeful play with over 200 careers, highlighting global role models, showcasing diversity and inclusion, and leading the mission to close the Dream Gap, Barbie continuously strives to help kids reach their limitless potential.

This year sees the highly anticipated live-action adventure about the iconic doll hit the big screen on 21st July 2023. Barbie is played by Margot Robbie and the movie also features a star-studded supporting cast.

Barbie benefits from an extensive cross-category offering across toys, stationery, publishing, lifestyle, FMCG and hardlines as well as strategic and new partnerships with the likes of Just Play, Mondo, Ravensburger, Bioworld and Kokomo.

spotlight Hot Properties

Hot Wheels accelerating into 2023

Hot Wheels die cast is the No.1 selling toy in the world, having sold 7b cars since 1968 with 10m cars made per week. That’s 16.5 cars sold per second. For over three generations, Hot Wheels has provided exhilarating vehicle play that challenges kids to develop new skills while having fun with the most outrageous and innovative cars and track systems on the market. The Hot Wheels ethos, ‘Challenge Accepted’, ignites and nurtures the challenger spirit that lives within every kid and is at the heart of the new Hot Wheels City range. More than just a toy, the brand has evolved into a franchise and multi-channel play experience with segments in everything from gaming, digital and automobile parts to licensed apparel, merchandise and live events.

An all-new Hot Wheels Monster Trucks live experience will light up the UK in 2023 with the launch of the glow party. Live Nation and Raycom-Legacy Content Company, in partnership with Mattel, are bringing Hot Wheels Monster Trucks Live back to the UK following hugely successful sell-out shows in 2020 and 2022. Hot Wheels Monster Trucks Live Glow Party will bring a whole new level of fun and excitement to arenas across the UK.

The Glow Party themed tour will kick off its international leg with new trucks in a 9-stop journey across Europe. Fuelled by popular demand, the family entertainment tour will visit European arenas, which started 2nd January in Glasgow, UK, at The SSE Hydro, and will run until 16th April in Birmingham, UK, at the Resort Worlds Arena.

In 2022, Munchy Play launched the Hot Wheels Car Plate, the first of its kind to feature a built-in racetrack. Kids can race their cars around the signature orange Hot Wheels track, dodging obstacles along the way, before taking a pit stop to ‘refuel’. The plate features a 4cm track around its perimeter, which fits all Hot Wheels die cast cars. This innovative approach will continue with strategic partnerships across hardlines, softlines and publishing throughout 2023. In the vehicles category, Mondo’s expansive RC product line and Carerra’s new offering on Hot Wheels Slot-racing join the Bladez Hot Wheels Maker Kitz as key products to look out for whilst a focus on softlines and FMCG will drive significant growth.

Thomas & Friends on track

For over 75 years, Thomas & Friends has introduced children to the bigger world around them through the wonder and awe of trains, providing a trusted companion for adventure and discovery. A purposeful brand with friendship and teamwork at its heart, the famous little blue engine has made hundreds of new friends since 1945, embarked on global adventures and visited many new countries.

Thomas & Friends has become one of the world’s best-loved pre-school brands by continuing to evolve its content and delivering innovative products and experiences for consumers.

In March 2022, Thomas & Friends and the National Autistic Society teamed up to launch an autismfriendly clothing range available exclusively on Character.com. The National Autistic Society ran two focus groups at its Helen Allison School in October 202. Autistic pupils tried the clothes over a weekend and shared their feedback. The clothing range was designed with these insights in mind: soft fabrics have been used to create a range of items such as loose-fitting T-shirts, jumpers and tracksuits, all designed for ease of dressing.

Thomas & Friends continued its support of children with autism by introducing the brand’s first ever autistic character, Bruno the Brake Car, voiced by nine year-old autistic actor Elliott Garcia from Reading, Berkshire. The character and storylines were developed by Mattel Television in collaboration with respected organisations including the Autistic Self Advocacy Network (ASAN) and Easterseals Southern California, while in the UK, the National Autistic Society worked with Thomas & Friends to cast the role.

Bruno is a joyful, pun-making brake car. He is great at his job - keeping big, heavy cargo steady with his strong brakes—and plays a vital role in the Thomas & Friends: All Engines Go! series. Bruno rolls in reverse at the end of the train, which gives him a unique perspective on the world. The detail-orientated character enjoys schedules and routines and knows where all the tracks lead on Sodor. Bruno has stairs that flap and a lantern on his bright red exterior that indicates his emotional state, and he can puff steam ‘ear defenders’ if he feels sensitive to loud noises. Bruno’s best day is one spent with his friends, who love and respect him for who he is - just as he loves them back.

The success of the Thomas: All Engines Go content launch in 2021, followed by the rollout of new look ranges in 2022, allows the consumer products slate to continue building momentum with new product ranges and categories. Publishing remains an evergreen success, while there are also strong opportunities in the softlines and hardlines categories.

New Fireman Sam content

With over 30 years’ experience of entertaining pre-school children, Fireman Sam and the rescue team in Pontypandy know a thing or two about safety. Set in a fictional Welsh village, the series educates pre-school children on the importance of safety in a fun and engaging way, with a lesson delivered in each episode.

Season 14, launched in 2022, sees the Rescue Team return to save the day on land, at sea and in the air with a shiny new eco-plane, an airport to fly it from and wonderful new friends to help.

Kids can explore the skies above Pontypandy with newcomer Pilot Krystyna as she navigates her shiny new plane through thrilling rescues, see the freshly built airport hangar and check out the dashing new uniforms for the entire Firefighting team. The modernised uniforms glow in the dark for daring night-time rescues and the new helmet design brings the team firmly up-to-date. Marine biologist Jodie also returns, leading ocean conservation projects and continuing to teach the cadets about ocean stewardship.

Octonauts

Sony Pictures Television – Kids

Enduring pre-school favourite, Octonauts, has been re-energised by a new animated series Octonauts: Above & Beyond. Seasons 1 and 2 launched on Netflix to global success in 2021 and 2022. These exciting new instalments in the Octonauts’ adventures take the beloved characters onto land to respond to a range of new dangers across an ever-changing planet.

A big hit with families due to its educational and action-packed content, the Octonauts: Above & Beyond series resonates with its increased focus on environmental issues and further seasons are currently in production. Broadcast exposure is set to increase with new partners launching Octonauts Above & Beyond: Season 1 in 2023. Alongside the new series, the original four seasons of content continue to entertain fans across best-inclass platforms, led by CBeebies, Netflix, Amazon, Sky Kids, and a hugely successful YouTube Channel.

As global master toy partner, Moose Toys launched an extensive new Octonauts toy line in key markets in summer 2022 which included a wide range of figures, vehicles and play sets based on both the new series and the original underwater episodes. Moose will continue to spearhead the Octonauts consumer products programme in 2023 with new products lines due to launch from spring 2023. Moose will be joined by new partners including apparel partner Blues Clothing Group for children’s daywear and nightwear and RJ Bags for accessories. The live events category for Octonauts continues to be a huge focus globally, delivering growth through activations including a global partnership with Sea Life centres, shopping mall events, indoor attractions and education centres.

The Creature Cases Sony Pictures Television – Kids

The Creature Cases is Sony Pictures Television – Kids’ newest pre-school IP. It debuted on Netflix in spring 2022 and strong ratings saw it skyrocket straight into the platform’s Top 3 most watched in the US, UK and other key global markets. The animated series follows the adventures of detective duo, Sam Snow and Kit Casey, who specialise in solving animal mysteries by exploring the habitats and behaviours of fascinating, sometimes bizarre creatures. These brilliant animal sleuths travel a world populated exclusively by animals, solving mind-boggling animal mysteries that mix real zoological facts with wild detective action. New episodes will launch in 2023, delivering more detective action and dynamic adventures to fans worldwide. A further season is also in production. With growing consumer demand on the back of an exceptionally strong broadcast debut, Sony Pictures Television – Kids is now seeking partners across key categories to roll out from 2024.

Jurassic World Universal

Following the success of Jurassic World Dominion, which has grossed more than $800m at the global box office, a celebration programme marking the 30th anniversary release of the original Jurassic Park in 1993 is planned for 2023. The definitive dinosaur brand, the Jurassic World franchise continues to evolve and grow across multiple categories and touchpoints, all of which provide different engaging products and experiences for the ever growing, multi-generational fan base.

Teenage Mutant Ninja Turtles

Paramount Pictures

The iconic, globally beloved Teenage Mutant Ninja Turtles are back in 2023 with a brand new CG-animated film distributed by Paramount Pictures. The movie is produced by Nickelodeon Animation Studio and the world-renowned comedian and actor, Seth Rogan (Point Grey Pictures). Teenage Mutant Ninja Turtles: Mutant Mayhem will be released theatrically on 11th August 2023 in the UK, featuring an all-new iteration of the Turtles as well as new character designs and talent. The first half of 2023 will focus on the heritage of the franchise. With a substantial multi-generational fandom, Paramount will look to engage evergreen fans with retro thematics and collectible products. The second half of 2023 will raise awareness amongst the next generation of fans with an all-new movie range from Playmates, distributed via Character Options.

Paw Patrol Paramount Pictures

The No.1 pre-school brand globally, Paw Patrol will be celebrating its 10th anniversary in 2023 and there’s lots to look forward to. The all-new Aqua Pups theme will be released in April on Nick Jr. with an accompanying toy line by Spin Master. September will see the release of Rubble & Crew, Paw Patrol’s first ever character spin-off showcasing the beloved construction bulldog. Following the huge global success of Paw Patrol: The Movie in 2021, in October 2023 the movie sequel Paw Patrol: The Mighty Movie, from Spin Master Entertainment, Paramount Pictures and Nickelodeon Movies, will be released in theatres accompanied by an all-new movie range and golden tier marketing support. With over 350m households engaged worldwide, Paw Patrol looks set to leave its prints on yet another great year.

Peppa Pig Hasbro

Since launching in 2004, Peppa Pig has captured the hearts and minds of pre-schoolers and caregivers worldwide. Known for her British accent, charming wit and endearing confidence, Peppa has been presented to audiences across all consumer touchpoints through continuously innovative, fun and exciting ways. Thanks to Hasbro’s immense brand-building capabilities based on the branded entertainment leader’s Blueprint 2.0 strategy, the character can be seen through full episodes on Nickelodeon, Nick Jr., Netflix and Amazon Prime, narrative content via AVOD platforms, a library of audio stories, music releases, app play, cross-category consumer products, live shows, like Peppa Pig’s Best Day Ever! in London, and now, a visit to the new Peppa Pig Theme Park in Florida and the first-ever Peppa Pig Play Café in China.

Audiences have seen Peppa Pig embark on new adventures, facing the joys and obstacles of contemporary life with humour and gumption, instilling confidence and demystifying first experiences for kids along the way. As a global multi-award winner, boasting three BAFTA awards for preschool animation, Peppa Pig is continuing to bring on-screen joy with the ninth season rolling out worldwide and a 10th season currently in production. With 95.8m subscribers, Peppa’s YouTube channel has attracted 177.6b views, including UGC content. Peppa’s YouTube views in 2021 alone equated to over 300k years spent watching, equivalent to 20 minutes for every person on Earth. Peppa’s music has garnered 656m streams worldwide, with her audio stories totalling 213m streams to-date.

Peppa has also been a huge contributor to sustainable, purpose-driven projects. This past year, Hasbro launched several sustainability initiatives, such as the Plant with Peppa/Ecologi programme with Asda and Cleaner Seas Project, along with a sustainable clothing range with Character.com, as well as a line of products made of responsibly sourced FSC certified wood. A third Reebok x Peppa Pig shoe collection launched this year, with many other new fashion collaborations to add to the portfolio with Mori, Fabric Flavours, Only and more.

Publishing is a key growth driver for Peppa, as Hasbro continues to expand its audio footprint with the Peppa Pig Toniebox Starter Set by Tonies USA, which was recently nominated for pre-school Toy of the year (TOTY) award. Set to launch soon is an exciting new brand extension, ‘Learn with Peppa’, which builds on Peppa’s natural alignment with learning and brings the power and fun of Peppa to early years development. Peppa Pig is trusted by parents to help deliver fun learning experiences for their little ones. From friendship, sharing, creative play, ABCs, weather, seasons, colours and more, early years learning is truly at the heart of Peppa Pig content and a core part of the brand’s DNA.

Numberblocks

Blue Zoo Animation

Numberblocks is an integral part of the Blocks Universe, which includes Alphablocks, Numberblocks and the recently released Colourblocks. With 120 x 5 minute episodes plus a number of specials and mash ups, Numberblocks has proved a global hit on CBeebies, Netflix, ABC and Noggin to name but a few as well as YouTube, where total subscribers for the shows are at 8.7m and growing rapidly with lifetime views are over 6.7b. The show is a multi-award nominee and won a BAFTA for Children's Pre-school Animation in 2019.

All the Blocks shows, made by creator Joe Elliot and multi award winning animation studio Blue Zoo and commissioned by the BBC, create transformational learning experiences for young children, through TV shows, interactive, print and hands-on play and engage millions of children worldwide in the joy of reading, maths, colour and creativity.

Numberblocks help children to see how numbers really work; and master a new key maths skill with every adventure. Blue Zoo Animation has worked hand in hand with NCETM (National Centre for Excellence in the Teaching of Mathematics) to make sure Numberblocks delivers the essential numeracy skills that build good number sense and a solid foundation for a lifetime of maths success, while having fun.

Loved by children, parents and teachers alike, Numberblocks has a number of licensed deals in the UK and a Master toy deal with Learning Resources and sister company Hand2Mind. Following the runaway success of the bestselling Mathlink Cubes, products including Stampoline sets, Clings and Plush as well as curriculum-based classroom sets soon followed and the range has won an amazing 33 awards to date. In 2023, interactive plush, figurine and vehicle sets, a playset and a boardgame will join the offering.

Other licensees including Immediate Publishing, Sweet Cherry, Trends, Fashion UK, Rubies, Texco, Zak, Aykroyd and Sons and TDP, Moonpig and costume characters from Rainbow Productions, ensure a solid base from which to expand the consumer product offering both in the UK and internationally. Blue Zoo hopes that 2023 will see the introduction of live events, food and beverage and more direct to consumer deals as well as experiential events for Numberblocks fans.

Interest internationally continues to grow with agents recently signed in South Korea, where an extremely successful publishing programme with Penguin Random House already exists. Other agents including the recently signed Spacetoon and soon to be signed deals in the US, Latin America and Australia promises an exciting year ahead.

With new seasons in development across all Blocks Shows and strong digital offering with new content across its digital channels each week, as well as free and premium apps and a dedicated social media offering across all platforms the brand continues to grow and delight fans globally.

Grisù Mondo TV

Grisù, the little fire-breathing dragon who wants to be a firefighter, first appeared on Italian TV in the 1960s, promoting peppermint candies. He proved so popular that when dedicated children’s programming arrived in 1976, his was one of the first kids’ series to be broadcast on Rai Due in the new children’s slot on TV2 Ragazzi.

Created by Nino and Toni Pagot, Grisù then expanded his reach to other European territories as well as Africa, the Middle East and Brazil. The series was shown until well into the 1980s, by which time Grisù was not just a kids’ favourite: he had become a fire brigade mascot in several countries.

When Marco Pagot, son of Nino Pagot, expressed his interest in relaunching the title, Mondo TV saw its potential and immediately involved its two historical partners, ZDF and RAI. The little dragon is now returning to delight a whole new generation in a brand-new 3D CGI TV show for 4-7-year-olds co-produced by Mondo TV, ZDF Enterprises and Toon2Tango, and launching in the autumn of 2023. Broadcasting agreements with ZDF in Germany and Rai YoYo in Italy are already in place. ZDF Enterprises will also be responsible for the worldwide distribution of the audio-visual rights (excluding Italy, France, Spain and China, which will be handled by Mondo TV).

The show is funny, charming and action packed, starring a friendly, good-natured and enthusiastic character that kids will adore. Grisù also has enormous merchandising potential. Mondo TV holds the exclusive rights for the development of the licensing programme on a global level and is already working on building a network of agents. Grisù is a property with potential across multiple categories, particularly toys and games.

Grisù and his best friend Stella, the fire chief’s daughter, are an adventurous pair. They are supported by vehicles such as fire trucks and helicopters, as well as items related to firefighting (ladders and hoses etc.), all of which lend themselves to toy development. This development will be a major focus of Mondo TV's participation at the upcoming Spielwarenmesse Toy Fair.

The firefighting theme will be an important part of the show’s licensing appeal and one that will be supported by promotions and partnerships. In Italy, where the publishing category is already covered by leading players, an event licensing partner has already been appointed. Mondo TV will be working on a teaser campaign to promote the series and its star to the target audience ahead of the show’s launch. The campaign will particularly highlight the participation of schools and fire brigades.

As a more modern Grisù, the character will be present on multiple platforms across social media. However, the courage, enthusiasm, good humour and determination that made him so popular the first time round haven’t dissipated.

Dino Ranch

Boat Rocker

Stomping to success internationally, Dino Ranch (104 x 11’) is a unique and imaginative combination of two pre-schooler passions – dinosaurs and cowboys – from the independent, integrated global entertainment company, Boat Rocker.

A hit on Disney Junior US, the series follows the action-packed ‘pre-westoric’ adventures of the Cassidy family as they tackle life on their ranch and dinosaur sanctuary and has been delighting audiences across the world since launching in January 2021. Dino Ranch has been sold to over 170 countries and is available in more than 15 languages across major international broadcasters.

In the UK, the series is available on Disney+ and Tiny Pop, where it has proved hugely popular since launching last April. Season two is due to arrive next summer and includes Dino Soar, an exciting 22-minute flying tentpole special, further supported by four themed episodes. Encouraging kids to aim high and fly, Dino Soar will be supported by a major PR and marketing campaign.

Dino Ranch’s official YouTube channel continues to go from strength to strength, clocking up an impressive 250m views sinch launch. The channel is now available in both English and Spanish.

Off screen, ‘rancheroos’ worldwide can immerse themselves in the world of Dino Ranch through a rapidly growing licensing programme which offers a range of products including toys, apparel, publishing, homewares and more.

Master toy partner Jazwares has produced a range offering unlimited imaginative play spanning figures, vehicles, plush and play sets. Across EMEA and in the UK, the line hit shelves last summer across all major retailers. The launch was supported by an integrated marketing campaign encompassing TV and VOD advertising, digital and social campaigns, influencer marketing and PR activations, as well as meet & greet retail events where kids were able to meet Jon and Blitz in real life. Looking ahead to 2023, new lines will expand on the thrilling Dino Soar flying theme.

In addition to toys, there is a vast selection of products on offer including Scholastic’s story books, puzzles (Ravensburger), bedding (Character World), dress-up (Rubies) and a new app from Tap Tap Tales. The latest additions to the licensed products slate include outdoor and construction toys from Simba (EMEA), plush for amusement parks and attractions from PMS (EMEA) and apparel and home textiles from Skybrands (Nordics). Tex-Ass and Klaus Herding (Germany), Egmont publishing (Poland) and p:os lunchware (Germany) are also on board.

Boat Rocker is working with over 50 licensing partners and nine licensing agents worldwide to create more opportunities to bring the world of Dino Ranch to life for its fans. With Season 3 currently in production and due to launch on Disney Junior US from late 2023 (internationally in 2024), the property looks destined to be a hit for years to come.

Bluey BBC Studios

Bluey rounded out 2022 by taking over New York, debuting at the Macy’s Thanksgiving Parade and with actors appearing on the sofa of Jimmy Fallon’s The Tonight Show as Bluey’s Big Play began its US tour at Madison Square Gardens.

The beginning of the new year marks a significant period of expansion for BBC Studios’ Bluey licensing programme across EMEA markets as part of a growing global strategy.

BBC Studios has appointed Spacetoon to represent Bluey as agent for MENA, where toys from master toy partner Moose Toys debuted in 2022 through distributor Rosha. Spacetoon Events, now signed for Bluey Meet & Greet, will support a broader and wider toy range as well as new partners across other categories including back-to-school and ancillary toys (to be announced soon).

This follows the recent announcement of El Ocho as agent for Iberia, where the master toy line is distributed by Famosa and Giochi Preziosi. Christmas 2022 also saw costume character appearances at Alcampo, Juguetos, Toy Planet and ECI through signed partner Thinkin Family. In spring/summer 2023, a number of Bluey’s global partners will launch ranges into Iberia, while master publisher Penguin Random House launches in Spain - adding to its existing distribution in Portugal - as well as VTech and Ravensburger expanding to the region.

It is hoped these moves will mirror the success Bluey has enjoyed in France, where the little blue pup hit the big screen at the end of 2022 thanks to a successful cinema promotion with CGR Kinopolis. Off screen, Bluey became France’s No. 1 new toy licence (according to NPD stats for January - September 2022). Further expansion is planned, with wider master toy distribution bolstered by new product ranges launching this year from VTech, Crayola, Stor and Sahinler.

Further deals have been agreed for Benelux, where License Connection has signed as agent. Spectron will distribute master toys from spring/summer in Belgium and in the Netherlands from autumn. Ravensburger has extended its existing deal to the territories, with VTech also set to launch in French-speaking Belgium.

In Central and Eastern Europe, toys launched exclusively at Smyk in Poland at the end of August 2022 with distribution set to broaden through TM Toys from January 2023. TM Toys also launched in Romania last spring. The master toy range launched in Latvia through Anvol across XS stores and online in September 2023, where Bluey airs on LT. Anvol will extend distribution in Estonia and Lithuania when Bluey reaches free-to-air TV in 2023. Bluey’s footprint will continue to expand across the region as further free-to-air broadcasters are announced this year.

Bluey has enjoyed great success on Disney+ and Disney channels globally, with season three having launched in 2022 and further episode batches to be aired in 2023. On freeto-air TV, season two is airing in territories including Denmark, Sweden, France, Greece and Italy. Bluey also benefits from localised YouTube channels in France, Italy, Sweden, Denmark and Spain.

Beano Beano Studios

Beano builds on the strong foundations of 2022 as the brand enters 2023 ready to celebrate its 85th birthday. Last year was filled with fun and exciting activities: crowning Britain’s Funniest Class, releasing a special-edition of the comic guest-edited by football star Marcus Rashford MBE, and partnering with Eden Project in Cornwall to bring mischief and mayhem to the home of the world-famous biomes. Other exciting licensed collaborations with Netflix, NatWest, EE and the Royal College of Anaesthetists, plus VisitScotland and ScotRail, also played a central role in the brand’s activities. All these moments combined to help Beano create engaging brand stories for its audiences.

Beano’s partnership with Save the Children in 2022 saw the launch of the first ever limited edition statue of the nation’s beloved prankster, Dennis, created by Blue Goblin. To kickstart Beano’s epic 2023, the brand will launch a bespoke chess set featuring a host of Beanotown’s favourite characters.

Beano has also announced a range of book releases in the US market in a partnership with the publisher Harper Collins. These releases include multiple Beano fiction and comic books in the USA and Canada, as well as a special Christmas comic launch across Barnes & Noble.

This summer, Dennis & Gnasher and BBC will unleash the world’s first ‘comiconcerto’ for classical music earworms, mixed with animation, actors and audience interaction. Dennis & Gnasher: Unleashed is also a favourite CBBC show in the UK. Averaging audiences of 60,000 kids, it is the fourth most popular show on linear TV and is distributed in over 100+ countries.

Ahead of Beano’s 85th birthday in July, Rocket Licensing, which manages the rights for the property in the UK, is preparing an exciting schedule of licensed products with existing partners such as Rachel Lowe Games and Puzzles and a new master toy partner to be announced at Toy Fair. It is not only Beano’s celebration: Roger the Dodger, Minnie the Minx and the Bash Street Kids will be celebrating their 70th anniversary milestones in 2023, while Numskulls will mark its 30th anniversary.

Beano has recently reported its fifth consecutive year of sales growth. With more than 28m people in today’s UK population having read the comic as kids, it is unsurprising that the brand is loved by all generations, with 84% brand recognition amongst kids and 94% recognition amongst adults.Beano is officially Children’s Magazine of the Year, having won at the 2022 PPA Scotland awards. The brand also picked up the Event of the Year award for its The Art of Breaking the Rules exhibition at Somerset House, and the Diversity and Inclusion award at the 2022 PPA awards.

This year is set to be Beano’s biggest year in history. Readers who would like to be part of it can find out more at www.beanostudios.com.

Wallace & Gromit Aardman

The award-winning independent animation studio Aardman is set for a significant year in 2023 with its Wallace & Gromit property. The studio’s much-loved duo is not only celebrating the 30th anniversary of Wallace & Gromit: The Wrong Trousers in 2023, but the pair will also return to TV screens for a new film in 2024.

Released in 1993, Wallace & Gromit: The Wrong Trousers won an Academy Award for Best Short Film and features Aardman’s national treasures, Wallace & Gromit, who have been delighting families for over 30 years across the globe. The film also introduces fan-favourite Feathers McGraw, a villainous penguin with ambitions to put Wallace’s inventions to criminal use.

A campaign of activities has been planned to celebrate the 30th anniversary of this muchloved film. The celebrations began early in 2022, with a 1 Of 100 apparel collaboration that saw limited-edition t-shirts depicting storyboard stills from the film released. The apparel collection was limited to 100 units per design. One particular design, a t-shirt portraying a still of Feathers McGraw, sold out in less than 24 hours.

Wallace & Gromit products and ranges available in 2023 include plush toys from Aurora, construction kits from Play Press, new die cast from Hornby Hobbies, wooden puzzles from Wentworth, giftware from Half Moon Bay, a celebratory calendar from Danilo and make-your-own paper creations from Paper Engine. Aardman has also partnered with Big Potato Games to develop a new board game based on all the studio’s world-famous IP.

Wallace & Gromit will benefit from increased presence on the UK high street, including dedicated display spaces in HMV and other stores. In addition to retail activations, Wallace & Gromit continues to make waves in the attractions space. The Blackpool Pleasure Beach ride, Gromit’s Thrill-O-Matic, which continues to excite and delight fans, will be celebrating its 10th year, while a new exhibition will launch at the Cartoon Museum in London’s West End in September this year.

Further anniversary plans include a continuing partnership with the Intellectual Property Office (IPO) for the annual Wallace & Gromit’s Cracking Ideas competition, which this year will be themed ‘Make The Wrong Trousers Right’. In addition, an interactive, narrative-led, single player VR experience for the Meta Quest all-in-one VR headset is currently in production. Called The Grand Getaway, the game will allow players to get hands on and truly be a part of the pair’s adventures for the first time.

Currently in pre-production, Wallace & Gromit returns to TV screens in 2024, premiering exclusively on Netflix, with the exception of the UK, where it will debut on the BBC. Directed by Wallace & Gromit creator Nick Park and creative director Merlin Crossingham, the film sees Gromit becoming concerned that Wallace is a little too dependent on his inventions. When Wallace’s Smart Gnome develops a mind of its own, it falls to Gromit to battle sinister forces and save his master - or Wallace may never be able to invent again.

Gabby’s Dollhouse

From the DreamWorks Animation portfolio, DreamWorks Gabby’s Dollhouse continues to delight families with new episodes consistently ranking among Netflix’s Top 10 Kids and Families titles. With a little magic and a new surprise every day, DreamWorks Animation’s Gabby’s Dollhouse leads viewers from room to room through a fantastic dollhouse with mini-worlds and irresistible kitten characters. With a new surprise to unbox in every episode, Gabby shares her excitement with her best stuffed animal pal, Pandy Paws, before heading on the next delightfully quirky

Since the debut of the hit seri es, kids around the world have been enjoying the adventures of Gabby and her friends. Created and executive produced by celebrated storytellers, Traci Paige Johnson and Jennifer Twomey, Gabby’s Dollhouse is a mixed media pre-school series rooted in a growth mindset: Gabby’s activity-based episodes encourage flexible thinking and learning from mistakes. The popular series has inspired many expansions including a successful toy line, publishing, original music, a top-rated app and a growing YouTube channel garnering millions of weekly views.

A clear indication of the licensor’s ambition in the pre-school space, Universal has been working closely with Spin Master on a considered product roll out, though consumer demand has accelerated the launch of toys in key markets including the UK, where the company’s hero play was a top toy for Christmas 2022. Posh Paws International, meanwhile, unveiled its collection of plush toys based on Gabby’s Dollhouse in September last year. New plush will be launching throughout 2023.

Bing Acamar Films

The award-winning pre-school hit TV series Bing, from producer Acamar Films, has cemented itself globally as a leading programme with a purpose. Bing is thoughtfully crafted alongside input from educational experts to help children enjoy healthy social and emotional development.

As Bing’s global footprint expands, with broadcast partnerships now spanning 130 territories, Bing’s ongoing growth is a testament to the property’s enduring ability to delight pre-school viewers, also known as Bingsters. In the UK, Bing remains a firm favourite on CBeebies and BBC iPlayer, while an extended multi-territory deal with Amazon Prime Video signifies the platform’s success with the show.

Bing’s owned channels continue to go from strength to strength, with Bingsters spending ever increasing time with Bing. 20 international YouTube channels have surpassed 5.5b views with watch time soaring, and the Bing: Watch Play Learn app has exceeded 2.4m downloads in five markets.

Acamar Films’ long-term investment in the property will deliver a raft of new and exciting content in 2023 and beyond. The content will align with Bing’s tentpole themes and product launches, fortifying further growth and supporting consumer product sales.

A new communications approach specifically targeting grown-ups will roll out in early 2023. Providing new tools and opportunities for deeper connection with caregivers, this will speak to the unique benefits of Bing and demonstrate how the property allows pre-schoolers to explore and identify their feelings, preparing them for life’s next adventure. These positive values are successfully attracting world-class partners including BBC Children in Need and the NSPCC, while also shaping marketing campaigns like #BingsLitteWins, which celebrates achievements around daily milestones such as toilet training and bedtime routines.

In consumer products, Bing has achieved significant success in Europe, exceeding 100 licensees across more than 70,000 points of sale in eight key markets.

Master toy partner Golden Bear has sold a total of 3m Bing toys since the range’s 2019 launch. In 2023 the company will further expand the World of Bing with new hero Bing plush Talking Rainybow Bing and Peek-a-Boo Bing as well as new interactive play sets such as the Lights and Sounds Fire Engine, which will hit shelves for autumn/winter 2023. Master publisher HarperCollins has sold over 5m Bing books and will add six new story and novelty titles to its publishing programme this year.

In the last few months, the UK has celebrated the first dedicated pop-up store in Glasgow, with the intention to roll it out in the UK and beyond. Poland has enjoyed Bing’s longest running cinema package in any market to date and Italy has announced a new partnership with global chocolate specialist Ferrero for 2023. The year ahead will bring new licensing and experiential highlights, soon to be unveiled.

As the core toy lines strengthen, Acamar Films is looking to expand into new categories as part of Bing’s long term CP strategy. The UK licensing team is looking forward to its conversations at Toy Fair across categories including arts & crafts, messy play, summer fun and construction.

IMG outlines how it’s accelerating its Entertainment and Gaming business

With more than 25 offices around the world, IMG’s Licensing business represents some of the world’s most prestigious entertainment, gaming and lifestyle properties, fashion labels, corporate trademarks and institutions, sports brands and teams, and major personalities.

In 2022, the Endeavor-owned companywhich again took the top spot in the Top 20 Global Licensing Agents list - recorded one of its most successful years for entertainment and gaming licensing, expanding its already impressive roster of high-profile clients and activity. The company made headlines last year when film and television studio Lionsgate appointed IMG to launch global, multi-category consumer product programmes for its iconic feature film franchises, including The World of Hunger Games, Dirty Dancing and John Wick, alongside popular television properties such as Mad Men and Orange is the New Black.

In addition, IMG announced a global licensing representation agreement for the popular pre-school family show Booba, further strengthening the company’s foothold in the entertainment and animation industries. Telecasted in over 45 countries, the UK-based animation series Booba has reached more than 13b YouTube views, is one of the top-rated kids’ shows on Netflix, and is loved by children across the world for its humourous and inquisitive characters. Last year, the agency also closed a wide variety of deals for Skydance Animation, ranging from games and plush toys to stationery and digital fan engagement, which premiered its debut feature film, Luck, on Apple TV.

IMG’s work with Rovio stands out in another major year of activity across every territory, with the two companies coming together to further bolster Angry Birds’ position as one of the world’s most globally recognised consumer brands. From immersive gaming venues and a new touring stage show to sports and lifestyle products with Venum, IMG has delivered authentic products and experiences reflecting Angry Birds’ playful and creative brand for loyal and new fans alike.

Also in gaming, IMG has continued to build out a world-class consumer products programme for Epic Games’ Fortnite as well as Psyonix’s award-winning game Rocket League. The agency also announced the renewal and expansion of its licensing agreement with Ubisoft for Assassin’s Creed and Tom Clancy’s Rainbow Six, in addition to the popular Just Dance franchise and new territories (North and South America) to its existing remit of EMEA and most of Asia.

IMG continues to represent a diverse range of celebrities, from household names such as Dolly Parton to new-age social media stars Like Nastya and Addison Rae, the latter of whom recently launched her first doll and toy line with Bonkers Toys in a deal brokered by IMG. The agency also holds the global merchandise and licensing rights for the popular Emmy award-winning Netflix original series Queer Eye.

As the licensing giant prepares for 2023, IMG’s newly appointed senior licensing director of Entertainment and Gaming, Adam Steel, says: “With a strong global presence and an unmatched network and pedigree in the industry, IMG is perfectly placed to orchestrate the most unique and fitting brand extensions and collaborations for our partners. With our expanding entertainment and gaming portfolio, and the ever-increasing consumer appetite for products and experiences within these segments, 2023 is already shaping up to be another exciting year.”

To find out more about IMG’s work and licensing opportunities, visit www.imglicensing.com.

Licensing World

Playmobil partners with Disney on licensed 1.2.3 range

Playmobil’s toddler product portfolio is to welcome a raft of fan-favourite Disney characters following the inking of a deal between the licensor and the Playmobil 1.2.3 brand.

Each of the new Disney play sets will include multiple educational features based on three connected learning stages that support a child’s individual development. Clear messaging will help parents to easily choose the best toy to help improve their toddler’s skills.

The launch range comprises six Playmobil 1.2.3 play sets inspired by Disney’s Mickey and Minnie Mouse, as well as Winnie the Pooh, Tigger and Piglet, and is slated for launch in summer 2023. The cute sets will help toddlers explore the world and support them in developing the skills needed for the future, by encouraging them to emulate the curious nature of Mickey Mouse and Winnie the Pooh. Play patterns include sorting shapes, stacking blocks, discovering sound effects, counting first numbers, first role-play and other fun elements. All these features enhance cognitive abilities, fine motor skills and creativity as well as language and social skills.

Mickey Mouse first appeared to the public in 1928 and is the official symbol of Disney around the world. Mickey is courageous, clever and mischievous, using his wits to solve even the most challenging problems. He often finds himself on adventures with his friends, where his humorous, silly and caring side helps him save the day. Even when things don’t work out, Mickey’s good intentions always shine through.

Winnie the Pooh, meanwhile, was created by A.A. Milne. Winnie the Pooh lives and plays in the Hundred Acre Wood, where he regularly goes on imaginative and fun adventures with his friends.

Disney and Playmobil say both properties centre upon beloved characters whose kind and curious qualities make them ideal role models for kids.

Creative Kids expands Little Tikes partnership to UK and Ireland

Creative Kids Group has announced the expansion of its partnership with MGA Entertainment brand Little Tikes, to bring classic, high-quality, wooden toys to the United Kingdom and Ireland.

Trusted by parents for more than 50 years, Little Tikes is known for quality toys and backyard playsets, and first entered the wooden toy category in partnership with Creative Kids early in 2022, with North American sales currently underway.

“Our team has been anxiously awaiting this partnership expansion,” said UK managing director Grant Gie. “We’re ready and raring to go with this unique take on classic wooden toys with such an iconic brand.”

The agreement extension continues the partnership between the Creative Kids and Little Tikes teams to conceptualise, produce and market more than 15 products in the wooden toy category including: gear puzzle toys, music play sets, lacing toys, activity boards and Montessori-style sets.

From Spring 2023, kids in the UK and Ireland aged from six months to six years old can join the fun and engage with quality wooden toys that are FSC-certified. Challenging the wood toy category with an expansive product line, Creative Kids and Little Tikes are creating familiar, yet new and unique, wooden toys like the Turtle Gears Puzzle and a giraffe-shaped Music Table.

“Our business in the UK and Ireland is growing rapidly, so expanding this partnership with Creative Kids Group made sense to bring quality wooden toys to consumers,” said MGA Entertainment founder and CEO, Isaac Larian. “Little Tikes is proud to continue its more than 50-year tradition of providing quality toys with high play value to kids with this exciting new wood toy line.”

Adam Steel joins IMG to build entertainment & gaming business

Licensing agency IMG has announced the appointment of Adam Steel to the role of senior licensing director. In his new role, he will help drive IMG’s entertainment and gaming licensing business, which includes an impressive portfolio of clients such as Rovio, Lionsgate, Epic Games, Booba and Skydance among others.

Adam will work with licensees to maximise opportunities across all categories and deliver maximum value to clients. He will also aim to bring new licensors into the IMG family and expand and develop the company’s industry-leading entertainment and gaming licensing business.

With a background encompassing all aspects of the consumer products licensing lifecycle, from definition of strategy through to successful delivery of sustainable growth, Adam is a versatile and accomplished commercial director, offering a unique blend of experience honed across a wide array of categories, retailers and territories. Throughout his long and distinguished career, he has held senior positions at companies including Universal Pictures and Moonbug Entertainment.

“After many years of managing agents from the licensor side, I’m delighted to have the opportunity to work with the amazing team at IMG to further build their entertainment & gaming licensing business across the world,” Adam commented. “IMG has a unique global position within the licensing industry, and I’m looking forward to leveraging all the touch points to work with our partners and grow the business.”

For more information please email us at: Penguin.Ventures@penguinrandomhouse.co.uk

Spin Master to celebrate Paw Patrol’s 10th anniversary with raft of new toys

The past 10 years have seen the Paw Patrol pups experiencing numerous adventures, with the Spin Master toy line keeping pace all the way. Over the last decade, the brand has built on its strong foundation by introducing two new themes each year. This approach has given Spin Master ample opportunities to introduce new pups, vehicles and play sets to its innovative toy line, keeping pre-schoolers entertained and wanting more.

“The past 10 years have been ‘pawsome’, with the pups experiencing many adventures along the way,” said Becca Hanlon, senior brand manager for Pre-School, Paw Patrol at Spin Master UK. “From a toy perspective, our Paw Patrol ranges continue to get bigger and better, and we are always looking for new ways to surprise fans by bringing Spin Master’s signature innovation to the line.”

Detailing the company’s marketing strategy and the ways it will mark the milestone anniversary, Becca added: “Our toy line has an ‘always on’ approach across PR, social and digital, and we also continue to work closely with our retail partners to ensure Paw Patrol is always at the forefront of parents’ and gift givers’ minds. We are working on some very exciting projects for 2023 which we cannot wait to execute and that will really leave a paw print on 2023. This year is going to be a one big celebration for Paw Patrol, with the 10th anniversary and exciting new Aqua Pups theme rounded off with the pups’ second big screen adventure. Paw Patrol is on a roll and it’s going to be an incredible year.”

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CHAT & GLOW CHESHIRE CAT

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Craft Buddy welcomes Paddington Bear

Paddington Bear is the latest addition to Craft Buddy’s prolific licensed ranges, following the company’s success with Disney, Star Wars, Marvel, Peter Rabbit and The Smurfs. To continue its success with the launch of Crystal Art Buddies, Craft Buddy is also expanding the L.O.L Surprise! collection to add even more sparkles.

“2022 is a huge year for us, with major launches like the brand-new Crystal Art Star Wars collection and also the wildly popular Crystal Art Buddies,” explained Gary Wadhwani, codirector of Craft Buddy. “We are going to continue our growth in the kids’ craft business next year with our existing licensing partners and will also acquire new licences for renowned IPs to keep bringing new quality and innovative products to the market. We think Paddington Bear is the right licence to help us establish ourselves as the consumer’s favourite arts & crafts brand.”

The Paddington Bear collection includes Crystal Art Kits (Scrolls, Stickers, Notebooks, Cards, Canvases and 3D Buildable Scenes), Paint by Numb3rs Canvas Kits and Craft Buddy Home Soft Craft Kits (Cross-stitch Kits and Latch Hook Kits) and launches in Q1 2023.

“We understand how much everyone loves Paddington Bear,” added Dino Wadhwani, co-director of Craft Buddy. “With the new movie coming up, we will kickstart the year by bringing the best craft and gift products with this amazing character, across all our Craft Buddy brands, to UK & other EMEA markets”.

Following the success of the award-winning Crystal Art Buddies, Craft Buddy will also bolster its L.O.L Surprise! Crystal Art Collection. Launching in Q1 2023, the full range will include new products such as Crystal Art Secret Diary Kits, Keyring Kits, Sticker Sets, Scroll Kits, Card Kits and Framed Picture Kits.

The new Craft Buddy Paddington Bear and L.O.L. Surprise! collections will make their debut to trade partners at London Toy Fair and Spielwarenmesse in 2023. Visitors will also be able to have sneak peeks of other new exciting products with Craft Buddy’s existing licensing partners, including Disney, Star Wars, Marvel and Peter Rabbit, and a never-seen-before-inmarket product to celebrate Disney 100.

Rainbow Designs announces three new licences for 2023

Rainbow Designs has added Maisy, Bagpuss and Giraffes Can’t Dance to its extensive classic character portfolio.

For over 50 years, the company has been creating high quality, forever toys, inspired by the much-loved characters from children’s literature, for babies and children of all ages, promoting bedtime cuddles and stories, and providing fun, comfort and sensory learning. The initial range for each of these literacy licences will feature soft toys of the main characters.

Maisy, written by Lucy Cousins and first published in 1999, Is a series of books with vibrant bold, colourful illustrations with a thick outline making her instantly recognisable. The stories are based on children’s first experiences.

Giraffes Can’t Dance, from author Giles Andreae and illustrator Guy Parker-Rees, was first published in 1999 by Hachette Children’s Group and is licensed by Coolabi. This funny, touching and triumphant picture book about a giraffe who finds his own tune and confidence has been delighting children for over 20 years.

The oldest of the new licences is Bagpuss, which was written in 1974 by Peter Firmin and Oliver Postgate and is about Bagpuss, ‘a saggy, old cloth cat, baggy, and a bit loose at the seams’, and his friends who come to life.

Anthony Temple, managing director of Rainbow Designs, said: “The stories of all these playful characters resonate with parents and grandparents, sparking memories from their own childhoods that they long to share with the next generation. We are delighted to welcome these licences to our Rainbow portfolio. They bring the values and qualities of those muchloved heritage characters, that are loved by generations and will be a great addition to our family of classic characters.”

Rainbow Designs’ licensed portfolio and collections include Paddington Bear and the New Paddington TV Adventures, Peter Rabbit, Disney’s Winnie the Pooh, The Very Hungry Caterpillar, Guess How Much I Love You, Elmer, Spot the Dog, Snoopy, We’re Going on a Bear Hunt and The Snowman and The Snowdog ranges.

Moonbug and Spotlight.1888 team up on retail activations

Retail agency Spotlight.1888, sister agency to The Point.1888, has expanded its partnership with Moonbug Entertainment in a way that will allow it to further support the company’s entertainment brands with carefully curated UK retail activity in 2023 and 2024. The agency, headed up by Hannah Redler, director of Retail for Spotlight.1888 and The Point.1888, has been working to deliver CoComelon, Blippi and other properties at retail since 2019.

Working across the whole Moonbug portfolio, the agreement will see the Spotlight.1888 team continue to support and drive retail penetration and growth. Spotlight will also work with Moonbug’s retail and commercial team on the overarching retail strategy and execution for each brand and continue to manage the company’s online and bricks & mortar activations as well as DTR relationships. Key to the success of the partnership to date has been the support given to licensees and retail buyers on day-to-day planning and execution: this will remain at the heart of the partnership.

Benefiting from a proven track record with retailers such as Asda, Smyths, The Entertainer, Character.com and many more, for which Spotlight.1888 has delivered many consumer-targeted retail campaigns, the partnership will continue to drive and expand the retail footprint of Moonbug’s brands.

Advance planning is underway on a number of activations and new product launches in grocery, toy, specialist and online retail. More will be revealed this year.

Hannah Redler, director of Retail for Spotlight.1888, said: “We’re thrilled to be continuing the work we have been doing with Moonbug Entertainment. Over the past few years, CoComelon and Blippi have been going from strength to strength at retail. Our role going forward is to work alongside the team at Moonbug to keep delivering exceptional products to its fans.”

Ryan Gorman, Moonbug Entertainment’s global head of Consumer Products Franchise & Retail Development, added: “The Point.1888 has been a tremendous partner since our brands launched in the UK and we are excited to continue our relationship with its Spotlight division.”

Licensing World

Sonic Prime now available on Netflix

Netflix’s animated Sonic the Hedgehog Series, Sonic Prime, co-produced with WildBrain, is now available to stream after making its global debut on 15th December.

The 24-episode first season animated adventure for kids, families and long-time fans draws upon the keystones of Sega’s brand and features the ‘Blue Blur’ of video game fame in a high-octane adventure where the fate of a strange new multiverse rests in his gloved hands.

WildBrain CPLG recently appointed PMI as the novelty toy and games consumer products partner for Sonic Prime, in a deal brokered by WildBrain CPLG on behalf of WildBrain and Sega, and by Big Picture Licensing representing PMI.

Following the series debut, an exclusive line of Sonic Prime products from PMI is planned for a multi-territory launch in early 2023. It will include collectibles, mini figures, clip-on plush, stampers, games and more. PMI joins newly signed licensees which include Ravensburger for puzzles and E Plus M for apparel, with more in the pipeline as WildBrain CPLG builds a strong merchandising campaign across key categories.

The Sonic Prime launch builds on the momentum generated by the franchise over recent years, with the brand’s 30th anniversary celebrated in 2021, as well as the launch of two successful feature films from Paramount Pictures and Sega, which have grossed over $720m worldwide to date, plus the recent announcement of a third feature slated for release in 2024. Additionally, Paramount and Sega are developing the first ever original live action Sonic series for Paramount+.

Rubies unveils new Green Collection

Rubies knows it has a responsibility to care for its customers and a duty of corporate responsibility. A huge part of its ongoing strategy has been to change both the way it packages its products and the products themselves, and the company is delighted to bring to consumers the brand-new Green Collection.

Featuring customers’ favourite characters from some of the industry’s biggest licences including DC, Marvel and Star Wars, the costumes have been specially crafted with the environment in mind.

The Green Collection is designed to be as environmentally conscious as possible, manufactured with 100% responsibly sourced materials and recycled polyester from plastic bottles. Costumes will be available in a wide range of children’s sizes from toddler to 9–10 years, featuring a selection of popular characters, ideal for parents who prioritise consciousness in their purchasing decisions.

The Green Collection has been constructed to be more durable, reliable, reusable and energy and resource efficient than ever before. The outfits are all machine washable, meaning they can be re-used many times and passed down to the next generation, simultaneously eliminating single-use purchases and reducing the amount of plastic waste created from dress-up.

Rubies has also removed all plastic from the packaging of the new range, replacing the hangers with FSC certified cardboard ones so the collection can be entirely recycled.

Mike O’Connell, managing director, Rubies said: “This is not the first step Rubies has taken towards becoming a more conscious business – and it won’t be the last – but it is certainly the biggest leap we have taken. From initial conception right the way through to production and distribution, we knew that this range of costumes would bring real change. We are proud that we are using our position as industry leaders to create a wave of transformation and that we can be a positive example as a business.”

Rubies is wholly committed to leading by example to help build a better world for all costume wearing generations.

“We’d also like to thank the licensors we work with for their support of this significant stride forward, and the support to ensure we have produced costumes to represent their incredible characters and encourage play, all while being green,” added Mike.

The costumes are available now.

Licensing World

BAFTA Children announces award winners

The winners of this year’s BAFTA Children & Young People Awards were recently announced with BBC shows landing six of the 14 awards and Apple TV+ receiving four.

Magic Light Pictures’ The Snail and the Whale (shown on BBC) won the BAFTA for Animation, and Max Lang and Daniel Snaddon were awarded in the Director category.

Several series that have spawned successful licensed IP took home gongs; the award for Pre-School Animation was presented to Hey Duggee, from Studio AKA, BBC Studios Kids & Family for CBeebies, marking the series’ fourth win in this category, and animated TV series Bluey won in International.

BBC properties Bluey and Hey Duggee continue to flourish with multiple licensing partners, and Bluey even made its debut in the annual Macy’s Thanksgiving Day parade last year.

Lovely Little Farm won in the Pre-School Live Action category for Darrall Macqueen and Apple TV+, one of four wins for the streaming service, while Sackboy: A Big Adventure won the Game category, following its win in the BAFTA Games Awards in 2021 (Sumo Sheffield/ Sony Interactive Entertainment). The Writer award went to The Amazing World of Gumball, by Hanna-Barbera Studios Europe/Cartoon Network.

BAFTA also hosted the first-ever Children and Young People’s Festival at its London headquarters in Piccadilly in November. Open to the public, the festival weekend was a celebration of content for younger audiences and showcase of BAFTA’s outreach work and initiatives for young people, underscoring the arts charity’s mission to nurture and inspire the budding creatives, filmmakers and talent of tomorrow.

Sesame Street slated to be Just Play’s biggest global toy launch of 2023

For generations, the classic, beloved franchise Sesame Street has been a firm favourite with pre-schoolers across the globe. The team at Just Play is therefore extremely excited to partner with Sesame Workshop on the development of an extensive new toy range that promises to delight today’s pre-schoolers and cement Sesame Street’s reputation as a modern-day favourite.

The all-new Just Play product line showcases fanfavourite characters across plush, feature plush, figures and electronic learning aids, all of which are linked closely to the intrinsic values of Sesame Steet and will help children grow smarter, stronger and kinder. The company says the Just Play range promises to deliver the most giggle-inducing, interactive and fun toys launching in the UK this spring, with further new items launching in autumn.

Plush is a consistent winner in the toy market, with evergreen demand from consumers. As the No.1 plush manufacturer in the US toy market, Just Play’s expertise will deliver beautiful plush toys across a range of price points, ensuring there is a product suitable for everyone.

The hero feature plush item is Potty Time Elmo, a character trusted by parents and loved by children as they embark on their own potty-training adventure. Elmo, who stands 12” tall, will say when he needs to go and urges kids to hurry as he needs

child and parent’s best friend as they master potty training. Summer is the perfect time for potty training, so Just Play will deliver a strong marketing campaign throughout the summer months in a way that is both timely and relevant to the audience.

Sesame Street fans will be able to cuddle all their favourite characters with Just Play’s entry price point plush assortment. Favourite characters Cookie Monster and Elmo are front and centre of the range, not forgetting Bert and Ernie too. Each toy within the Sesame Street Friends plush assortment has a 100% recycled filling and is super soft and cuddly, making them perfect for accompanying little ones everywhere they go.

Focused on supporting children’s learning and development through play, the Just Play range of Sesame Street electronic learning aids will support key learning milestones whilst boosting preschoolers’ wellbeing through fun and play. The Learn with Elmo phone is brightly coloured for strong shelf-appeal and comes at a great impulse price point, making it the perfect gift for early learners. Parents will appreciate the educational features while children will love the extensive play value the toy offers.

For further educational fun, Just Play is introducing Sesame Street Elmo’s Learning Letters. This fun and educational ‘on-the-go’ play set delivers

educational content featuring letters and numbers via favourite Sesame characters. Designed in the shape of a bus, it includes 26 removable letters which link to over 50 fun and educational sounds and phrases. Elmo’s Learning Letters is perfect for parents too: when little ones have finished playing, all the pieces can be placed back inside the case for easy storage.

The company also has an innovative collection of figures including some of Sesame Street’s most iconic characters. These figures offer a sensory benefit, providing a satisfying clicking sound as kids move the arms and legs for additional play value and developmental support.

With new content to come in 2023, ensuring Sesame Street continues to resonate with today’s pre-schoolers, it is set to be an exciting year for the property. The Just Play Sesame Street range is available now. For sales enquiries, contact uksales@justplayproducts.com.

Just Play UK details everything readers need to know about the raft of new licensed toys coming to market in 2023 for the powerhouse pre-school brand Sesame Street.

A Wonder-ful world Wonder

In November 2022, the global celebrations group Amscan International announced that it would be replacing its umbrella group name with Wonder, a move it says better reflects who it is, creates a clear delineation between group and trading brands, and will help the businesses within the group to ‘thrive under a common purpose’. Here, Wonder chief executive Joe Hennigan tells Toy World readers how the rebrand is just a small part of a much bigger, more wondrous picture.

Why did you feel the Wonder rebrand was necessary, and what kind of reaction have you had to the news?

Our business has been moving at a great pace and put simply, our old group brand no longer fit our purpose. As a dynamic, global, multi-channel, multiproduct group of businesses, Wonder aims to both capture this sense of joy and express the brilliance of the creative minds in our exceptional teams.

The reaction has been very positive overall. People understand the reasons behind the change and what it means both internally and externally. Externally, this new umbrella name clearly distinguishes our group and trading brands and positions the group well for further growth and development. Similarly, the response internally has been very positive, and will be brought to life by a common group purpose and values. Wonder better reflects who we are today and sets an exciting marker for the future.

As part of the rebrand, you unveiled a new purpose statement – Create Unforgettable. Even though Amscan International has always helped people celebrate special moments, do you feel this purpose has become more important in recent years?

Absolutely. During the pandemic, when people couldn’t celebrate and spend time with loved ones, creating unforgettable moments and memories became even more relevant and makes our purpose much more significant today. With so many challenges being faced globally, such as the cost-of-living crisis, our group can act as a tangible positive force in people’s lives and continue to lift moods, bring joy and inspire people to get creative.

The company acquired Ginger Ray in 2021, and Party King in September 2022: are further acquisitions part of the plan moving forward?

In addition to Ginger Ray and Party King, we’ve also completed 10 other acquisitions – in fact, 12 in total over the last 11 years. There is lots in the pipeline which we’d love to share with you immediately, but unfortunately, we can’t do so right now.

What we can say is that these are exciting times, and we look forward to continuing to work closely with our senior management team as we progress our strategic plan. We believe that our vertically integrated business model and ambitious plans mean there are more opportunities to continue with acquisitions. We have an exceptional team at Wonder, and we are all excited for what the future holds as we further expand the business. We have a clear strategic growth plan and hope to make additional investments to accelerate this plan.

What about future global expansion - are there currently untapped regions where you envision Wonder having a strong presence?

Every continent, country and culture on Earth has its own rich, colourful traditions and celebrations. In turn, our products and services are central to these celebrations - often the focal point, sometimes the backdrop - but always there. We see ample opportunity in both existing and new markets for our territories. We have every capability, covering every product category and every route to market, within the celebrations industry. That’s how we’ve designed our business model, and with that diversification comes opportunity.

What does the rebrand mean for your retail customers and how will it benefit them?

Until now, Amscan has meant two things. Firstly, Amscan International was the umbrella name used for our group of businesses once we’d separated from Party City. However, they will all now be part of the Wonder family of companies. Secondly, Amscan is the name for our market-leading wholesale business. This will remain the same and continue to mean everything it does today.

All our brands/trading names will continue to operate as before but will now be unified by a common

purpose. Wider visibility of our capabilities and brands will mean we’re able to offer more solutions to our customers and continue our exceptional commitment to the standards of product, service, and operations for which we’ve become known.

Will the brands in your portfolio remain separate and distinct, or will there be any kind of consolidation at that level?

Our group has been growing at pace. A series of acquisitions have extended our capabilities, scale, customer base and geographical reach. All our brands will remain as they are today but as our group evolves, the different brands and teams will work together more and more to provide better, and more complete, solutions to our customers. Wonder unifies the incredible businesses and brands within our group and adds further clarity and meaning to our global offering.

Wonder has set an impressive revenue target of £500m by 2026. Beyond this figure, what else does the company want to achieve in the coming years?

First and foremost, we want to ensure that Wonder’s purpose and values are embedded within our group in a way that ensures our business, our customers and our partners will benefit. We are committed to developing our talented team, so that each member enjoys a raft of opportunities as we continue to invest in one of our most valuable assets - our people.

Wonder brands will continue to innovate and are committed to being at the forefront of sustainability, with this important factor front of mind for everything we do: sustainability is actually one of our key strategic pillars. Wonder will maintain its growth trajectory by being laser focused on consumer needs and habits and providing solutions to both B2C and B2B customers. Wonder will also continue to invest in its facilities, people, processes and systems, making the business easier to operate and conduct business with.

Our work allows people to express themselves - to show they care, to bring people together, and to create unforgettable moments that are shared the world over. We truly see a world full of Wonder ahead.

Trek the halls Feature

Welcome to Part 2 of our in-depth overview of Spielwarenmesse 2023, which returns to the Nuremberg Exhibition Centre from 1st-5th February after a two-year hiatus. Toy World takes a quick look at how things are shaping up in the final few weeks, and speaks to Christian Ulrich, spokesperson of the Executive Board at Spielwarenmesse eG, about the international trade fair.

AAt the time of writing, in mid-December and with more than six weeks to go until the 72nd Spielwarenmesse opens its doors to the toy trade once again, organiser Spielwarenmesse eG says more than 80% of its stand space is sold (when compared to 2020’s pre-pandemic iteration). Around 2,000 exhibitors from across the entirety of the toy and games market will descend upon to the Nuremberg Exhibition Centre in early February, while the last day of January, the 31st, sees the PressPreview take place once again.

A very strong UK contingent will be making its way to the fair this year, many of whom appear in the pages of this feature (or elsewhere in this monster issue). Brainstorm, Cheatwell, Golden Bear, HoloToyz, Hornby, One For Fun, Rainbow Designs, The Desi Doll Company, Wow! Stuff and many more will all be showcasing their newest launches at the event, while the UK Pavilion is completely sold out - with several companies on the waiting list.

The show will serve as a launchpad for the toys, games and kids’ products companies are tipping for success in international markets. HoloToyz is looking forward to launching its new range of reality products at Spielwarenmesse in the Tech2Play Hall, where it will be unveiling new Paw Patrol tattoos and stickers. In Hall 7A, which this year opens to the public for the first time,

Hornby will be unveiling its expansion to the growing collection of award-winning Airfix Starter Sets with a new scale of Starter Set cars, the 1:43 Super Cars. Golden Bear, meanwhile, will be revealing to the trade how its plush ranges continue to evolve by showcasing its now fully sustainable Bing range, including the hero Talking Rainybow Bing.

Hornby will be unveiling its expansion to the growing collection of award-winning Airfix Starter Sets with a new scale of Starter Set cars, the 1:43 Super Cars. Golden Bear, meanwhile, will be revealing to the trade how its plush ranges continue to evolve by showcasing its now fully sustainable Bing range, including the hero Talking Rainybow Bing.

Clearly, there’s going to be plenty to see and do at this year’s show across the five days. To help visitors plan their visit in advance, Spielwarenmesse eG has launched its new Spielwarenmesse app, where all exhibitors, brands and licences can be browsed. The app also has a ‘Guide’ function which makes it easy for visitors to find their way around the (very large) fair and meet up with friends and colleagues. And as of 10th January, the networking platform Spielwarenmesse Digital will also be available, giving visitors the ability to arrange appointments with exhibitors in advance.

Clearly, there’s going to be plenty to see and do at this year’s show across the five days. To help visitors plan their visit in advance, Spielwarenmesse eG has launched its new Spielwarenmesse app, where all exhibitors, brands and licences can be browsed. The app also has a ‘Guide’ function which makes it easy for visitors to find their way around the (very large) fair and meet up with friends and colleagues. And as of 10th January, the networking platform Spielwarenmesse Digital will also be available, giving visitors the ability to arrange appointments with exhibitors in advance.

Toy World publisher John Baulch (john@ toyworldmag.co.uk), sales director Mark Austin (mark@ toyworldmag.co.uk) and editor Rachael Simpson-Jones (rachael@toyworldmag.co.uk) will all be heading to Nuremberg for Spielwarenmesse 2023 and their diaries are already filling up. To book an appointment ASAP, drop them a line.

Toy World publisher John Baulch (john@ toyworldmag.co.uk), sales director Mark Austin (mark@toyworldmag.co.uk) and editor Rachael Simpson-Jones (rachael@toyworldmag.co.uk) will all be heading to Nuremberg for Spielwarenmesse 2023 and their diaries are already filling up. To book an appointment ASAP, drop them a line.

grow. Below, Christian elaborates on what’s in store. How is Spielwarenmesse 2023 going to improve on previous iterations?

For the next edition, we are expanding the concept of the fair with several new elements. The Services for Trade and Industry product group will have its premiere in Hall 7, where test and inspection institutes will be represented alongside marketing service providers and more. In addition, we are creating a new meeting point for game inventors and the games industry with the Internationale Spieleerfindermesse – Game Inventors Convention, while Specials by Spielwarenmesse will be a great source of inspiration when putting together a selection of products.

Alongside Tech2Play in Hall 4A, where the focus is on electronic toys, Toys go Green in Hall 2 is devoted to the

topic of sustainable toys, while at the Insights-X Area in Hall 4 the subject is Stationery Meets Toys. Further highlights include the New Product Gallery and the redesigned ToyTrends World of Experience in Hall 3A, which introduces to the trade the Discover!, Brands for Fans and MetaToys trends, together with product examples.

On the Thursday, the exhibition halls will become the venue for the first ever RedNight, a big exhibitors’ party to which all visitors to the fair are invited. And last but not least, the Model Railways & Model Construction Open Day takes place on 4th and 5th February. On these days we are opening up that product group to consumers.

The team has clearly been hard at work in the two years the show hasn’t taken place, as evidenced by the amount of new features and areas, but which single new aspect of the show are you most pleased to be introducing?

Our innovations bring together many different aspects that are important for a successful fair – from relaxed networking and inspiring theme worlds to handy presentations of new products and trends. I find it hard to pick out just one of our new innovations, but I will, of course, be fascinated to see how all our ideas are received by the participants of the fair. Most of all, I’m looking forward to getting together in person again in

Nuremberg with so many representatives of the sector. Green, eco-friendly toys remain a growth area. With this in mind, is the Spielwarenmesse undertaking anything to become more ‘green’ itself?

The trade fair business in Germany has set itself the target of being climate-neutral by 2040. It is committed to implementing various measures to achieve this. Here, we are working closely with the site operator, NürnbergMesse. Starting in 2023, the roofs of the halls will be fitted with photovoltaics to provide the infrastructure for a renewable power plant, and the charging infrastructure for electric vehicles is being continually expanded. Moreover, for several years now the entry ticket to the Spielwarenmesse has included a ticket for local public transport. We are also working to eliminate even more waste: for example, by no longer laying carpeting in the halls.

The Spielwarenmesse is notorious for its size and scale. Do you have any advice for first time visitors on making the most of their time at the show?

We do all we can to help visitors plan their visits to the fair and to make their time here as efficient and convenient as possible. Our helpful online services are part of this. Both our website and the Spielwarenmesse app host the catalogue of exhibitors, contact details for the companies that are exhibiting and interactive hall plans. Conveniently, tickets can also be bought in

advance online. To give an ideal overall picture of the sector, the halls for the Spielwarenmesse are divided into 13 product groups. Additional key focal points are provided by Specials by Spielwarenmesse, as mentioned above. As well as information on travel and accommodation, the Spielwarenmesse website details the highlights of the ‘ToyCity’ of Nuremberg which will help to round off any visit to the fair.

Spielwarenmesse eG recently acquired the consumer-facing show Spiel Essen. Do you think this acquisition will give the team fresh insight into trade shows such as Spielwarenmesse?

As a cooperative, Spielwarenmesse eG has been from the industry, for the industry, from the very start. Our member businesses include numerous games publishers. For us, Spiel Essen is a valuable addition to our portfolio. Together with the Spielwarenmesse, it gives us two completely different concepts – firstly the leading international B2B event for the sector in Nuremberg, and secondly the largest consumer fair for board games in the world in Essen. The two events intersect a lot in terms of subject matter, which provides synergies. This is also reflected in the way the Internationale Spieleerfindermesse – Game Inventors Convention is integrated into the Spielwarenmesse.

To register and secure your ticket to the 72nd Spielwarenmesse, visit www.spielwarenmesse.de/en/ visit/tickets.

touchingbase New in Nuremberg

Toy World caught up with a selection of leading industry suppliers to find out which of their products they are most excited about presenting in Nuremberg this year, and why they are tipping these lines for success in 2023.

Sami Viljanen

Export sales, Tactic Games

Richard North CEO, Wow! Stuff

It’s difficult to choose between our impressive Real FX toy, which is being launched at Spielwarenmesse 2023, and our new collectible toy range – but the collectible has beaten our expectations tenfold before it's even hit the marketplace.

Nano Pods are the ‘Connectable Collectible’. Available in fan favourite character brands, each cute character is nano sized to fit in its pod, and each Nano Pod connects to others to form incredible displays. We’ve signed one of the biggest and best global toy companies for North American marketing and distribution, and had UK nationwide take-up on listings from all major retailers including Smyths Toys, The Entertainer, Tesco, Sainsburys, Asda, B&M and many more. So yes, I’ll go with Nano Pods (but Real FX is a very close second).

This year, Tactic's stand is full of many new products that we know consumers will love to play. Our new game concept – and my absolute favouriteVikings' Tales exudes history and excitement.

The Vikings' Tales game series comprises two-player and multiplayer games that are slightly more strategic in nature: we call these ‘Family +’ games. By choosing games from the Vikings' Tales series, players can truly enter the world of the Vikings. The game contents are designed to accurately reflect the period, which keeps each game both authentic and fun to play, and tasks players with making strategic choices regarding everything from waterways to battles.

Tafl King is a chess-like game straight from the Viking Age. Each round of the game creates new dimensions and deepens the game experience, so the more kids and families play, the more they want to play again.

Philip Redmond CEO, Nikko Toys

As 2023 is the 65th anniversary of the Nikko RC brand, I am particularly excited about launching our assortment of M-Sport licensed performance RC vehicles. Racing, through sponsorship, race organisation or awards, has been an integral part of the Nikko story since our inception. Nikko has been producing best in class vehicles for decades, and our latest line-up is the culmination of those years of experience and expertise.

The consumer today is a discerning one, with access to all the information, reviews and history of an item available at their fingertips. That’s why I’m so pleased to be working with an organisation and brand which, like Nikko, has a storied pedigree and ethos of striving for perfection when it comes to performance.

Our line-up of licensed racers, in particular M-Sports Ford Puma Hybrid Rally 1, is set to excite our partners and consumers alike around the world.

Rakesh Kakaya

Chief sales officer, Miko

I’m excited to unveil the Miko Series. Miko 3 is already a hit with families in more than 140 countries, mine included. My 3-year-old daughter can’t get enough of Miko’s Lingokids app and loves asking Miko questions. My son, 10, enjoys challenging himself with educational apps like Flag-a-Thon and Spell Master. Building upon the success of Miko 3, the Miko Series gives families even more ways to learn through the magic of AI.

Our bestselling Miko 3 kids’ robot will get a refresh as Miko Plus. We’ll also launch Miko Mini, a voice-first kids tech device, and Miko XL, our premium kids’ robot. Kids will love having Miko as their playful learning coach, but there’s plenty of value for the entire family. Equal parts kid coach and parenting aide, Miko lets parents shape their child’s learning journey based on values, parenting style and progress toward personalised goals.

Felipe Noriega Vice president - Europe, Middle East & Africa, Maxx Marketing

My hero product for 2023 is the Disney 100 Surprise Capsules by YuMe Toys. This will undoubtedly be a big year for Disney, and I think that such an iconic cultural milestone as the celebration of its 100th anniversary will draw in consumers of all ages – kids, teens and adults – all whom have been touched by the magic of Disney.

YuMe’s Surprise Capsules invite fans to join the celebrations by collecting meticulously sculpted figures featuring Disney’s most loved and iconic characters. Each Capsule, once opened, uniquely transforms into a Disney character positioned on a stunning platinum-finished pedestal, designed to be collected, played with and cherished.

This quality product really packs in 100 years of Disney wonder and offers something for everyone.

Barry Hughes Managing director, Golden Bear Toys

2023 will be a really exciting year for our award winning animatronic plush range, Curlimals. Our latest

developments will see the addition of two new Curlimals to the line-up, and there are also plans to bring new Arctic-themed creatures, a premium Flutter Wings range and entry-priced Curlipops to market.

Curlimals have their own unique sounds and phrases to reflect their individual personalities and respond to touch with over 50 sounds and reactions. All three talk, giggle and sneeze, then simply curl up and go to sleep. During the brand’s initial launch period, Curlimals surpassed expectations, quadrupling sales forecasts and achieving No.1 item on NPD in special feature plush in the UK for November 2022.

Six months on and the Curlimals magic has continued, launching in 25 countries and across all continents including North America, Australia and Ukraine. Our next phase will see a roll out across the Middle East, Japan and North Africa. We are currently seeking distribution partners in Germany, Asia and South Africa.

Shah

We are really excited about the Zinc Flyte scooter, which brings together the Zinc and Flyte brands for the first time ever. We are creating a premium quality three-wheeled scooter that demonstrates value for money, is built to last, and also addresses a fundamental aspect of functionality. It was born out of an observation that kids were working too hard to push or kick their scooters and weren’t really enjoying themselves.

We’ve spent two years researching and developing this. We believe it shows value and practicality and is primed to take on the competition. It will be available in five colourways and we are very excited to launch it at Spielwarenmesse, so please feel free to visit us.

touchingbase Nuremberg

Dale Luckhurst

Head of brand, Airfix (Hornby Hobbies)

Ruling the roads in 2023 and set to delight and excite retailers and customers alike, we’re delighted to announce a brand-new category in the Quickbuild range - London Transport. As much a part of London’s cultural fabric as Big Ben and Buckingham Palace, the brand reveals two impressive new snap-together sets: the TfL New Routemaster Bus, and a sight just as common to the streets of modern-day London, the new black cab London Taxi LEVC (London EV Company) TX.

These striking new model kits have been carefully designed to guide children aged six and over through the building process brick by brick as they build these icons of the capital. What’s more, no glue is needed.

Durable enough to play and display, the New Routemaster is our biggest Quickbuild set to date at 88 parts including moving wheels and stickers. The new London Taxi comes with 45 parts including moving wheels and stickers. Both feature detailed interiors, replicating these vehicles that are as recognisable to children as they are to adults.

Sara Taylor Managing director, UK & Ireland, MGA Entertainment

I’m especially excited to showcase a new MGA brand that is set to lead the current trend for all things mini: MGA’s Miniverse Make It Mini Food range. It’s like nothing else on the market and, importantly, is part of MGA’s ongoing mission to offer smaller, affordable toys amidst inflation.

There will be two collections launching as part of the MGA Miniverse: the Make It Mini Food Diner Edition and Make it Mini Food Café Edition. The products come in blind packaging in a ball. Every layer reveals miniature, realistic replica food accessories that create delicious-looking culinary creations such as avocado on toast, strawberry boba and iced doughnuts. Follow the recipes using the miniature ingredients to create a foodie masterpiece which hardens in daylight or UV light ready for permanent display.

This incredibly innovative range combines the joy of DIY crafting with the huge craze for mini foods seen across all social media channels platforms including TikTok. We know it’s a line that will appeal to children and also hit the kidult and collector trends, and we’ve no doubt it’ll be the cherry on the MGA cake at Spielwarenmesse.

Sabrina Tweddle

Business development manager, Eduk8 Worldwide

A highlight of the Nuremberg fair will be Eduk8’s Alertz, an easyto-understand traffic light noise warning system, which represents real innovation in the noise management segment and offers a powerful tool to help manage noise in a variety of areas such as classrooms, libraries, hospitals and special needs settings or any other sound sensitive settings. It is a system easily understood by a wide range of audiences, including those with additional needs or auditory/visual impairment.

With seven different noise level settings, adjustable from 50 decibels, the product’s flexible design allows the use of both audible and/or visual warnings and can be used across indoor and outdoor settings, mounted or free-standing. The design of the LED warning lights mean that they are visible at more than 180 degrees and the full system is operated by remote control.C

Sam Chung

Sales manager, Chengzhen International Limited

Sustainability is both a trend and a vital component of our futures, and nowhere are we seeing this more than in the world of cars and vehicles. At Chengzhen, we’ve reflected this in our range of 1:32 scale licensed die cast models, which includes the iconic Volvo XC40 Recharge and BMW I4 M50. More vehicles are in development. Each model features lights and sounds that are triggered when the doors are opened. Setting these models apart from the competition, we’ve gone to great lengths to ensure our toys are representative of real electric cars: the engine sound is distinctly different to that of a petrol- or diesel-powered vehicle, and kids can even pretend to charge their die cast model by plugging a charging cable into the charging station. The station emits a charging sound and the headlights of the car light up at the same time.

We believe that these new models are much more than just toys – they’re a way for kids to learn about the importance of sustainability as they have fun.

EASY TO LOAD FOR YOUNGERPLAYERS!

DESIGNED FOR GIRLS AND BOYS WHO ARE BLASTING INTO NERF BATTLES FOR THE FIRST TIME!

INCLUDES: 8

info@hauckuk.com | www.hauck.de/en

Hall 12.2, Stand P-19

With new products as well as a fresh brand strategy and a changed logo, Hauck is looking forward to presenting at Nuremberg as the company repositions itself in the baby and toy market. The rebranding positions the company as an appealing brand for first-time parents: ‘care’ is not just the brand essence, but also promise. The German and the UK website have been showcasing the new corporate design since the beginning of September, and other international sites will be adapted soon.

The company has combined its two brands Hauck Fun for Kids’ and Hauck Toys for Kids into one brand and one logo. The merger of the two brands follows the integration of the two formerly separate companies into one during 2020.

The new Alpha Play Tray adds an important component to the Alpha family as it combines the categories home and toys. The Play Tray expands the use of the Alpha+ highchair from feeding and sitting to playful learning. It easily clicks on the Alpha+, allowing children to enjoy the learning and development games in no time.

In addition to the Play Tray, there are various other new wooden toys such as puzzles, rocking animals and shape sorters. All wooden products from Hauck are made from FSC certified European beech wood. This makes it easier for families to create a healthy living environment for their children and themselves.

Another highlight is the EZ Rider 12 balance bike, which combines elegant design and immediate riding fun for children. Thanks to the height-adjustable saddle and handles, the balance bike can be used by children up to the age of four. It trains the child's motor skills, sense of balance and stamina and makes it easier to switch to a bike without training wheels later on. Side-reinforced handles, air wheels and mudguards offer optimal comfort in all weather conditions.

One of the most popular products in the toy category is the 1st Rocker, which is a swing and racing fox in one. The multifunctional 1st Rocker grows along with children and offers them carefree rocking fun from one year onwards with improved seating comfort both indoors and outdoors. At first, the cute fox can be used as a rocking animal by small children for whom the high backrest offers both a comfortable and safe seating position. Stoppers at the end of the rocking surface prevent the rocking animal from tipping over, while the robust handles provide support during wild backs and forths. When the child grows up, the rocking fox can be swiftly converted into a ride-on for fast-paced slides indoors and outdoors. The removed swing can cleverly be used as a balance board to train coordination, balance and dexterity in flowing movements, encouraging kids to be active even indoors in bad weather.

The toys category is constantly being developed further, with existing products, such as scooters or slides, benefiting from new, impactful designs.

Golden Bear Toys

01952 608 308 | www.goldenbeartoys.com

customerservices@goldenbeartoys.co.uk

Hall 5, Stand A-47

With over four decades of producing award-winning, licensed brands and IPs, Golden Bear will be unveiling its latest innovative and creative ranges while exhibiting at Nuremberg International Toy Fair 2023.

Central to its ongoing business growth strategy, the company continues its long-term licencing partnerships with Acamar, WildBrain and the BBC. The Bing, In the Night Garden and Hey Duggee ranges will be expanded, with new product introductions and robust marketing programmes. Concluding the company’s two-year, staged plan to convert its entire plush range to 100% recycled fabric by the end of 2023, all plush Bing lines are now fully sustainable. This includes the new hero SKU, Talking Rainybow Bing, which comes with fun phrases and sings the popular Rainybow song. Displayed in open FSC packaging with soy inks, the talking Bing range offers a refreshed look with colourful rainbow-inspired designs, for immediate impact on-shelf.

Golden Bear’s animatronic plush range, Curlimals, welcomes Popsy the Mouse and Bo the Rainbow Bunny for early 2023. With the first series celebrating a host of award wins, and recent global distribution deals in key territories, the new characters join the current line-up of woodland creatures. Responding to touch with over 50 sounds and reactions, both Popsy and Bo come with cute sounds and phrases. Plans to extend the range beyond the woodland include Arctic-themed creatures that feature more sounds, light-up tummy function, super-soft sparkly fabric, and bonus content to discover. The premium Flutter Wings range and entry-priced Curlipops bring an extended choice for consumers and on-shelf presence at retail.

The Smart Ball range brings the next innovation in football training with the new Soccer Bot. The ultimate indoor football trainer, the Soccer Bot uses the latest sensor technology to keep track of the football and to try and tackle it from the player. Significant investment into consumer research and data-driven insights have led to the company identifying a key gap in the market for indoor active play. With a growth projection of +48% year on year, this award-winning range has become an evergreen staple in the business portfolio with plans to tap into technological innovation and developments to further expand the product offering and remain as one of the top manufacturers within the sports activity toy category. With a long-term business strategy to develop its family games offering, the company will be introducing new family game, Farty Freddie. Positioned as ‘Pass the Parcel with a stinky twist’, players pass Freddie around and when the music stops, wait to hear if the cheeky plush monkey farts, giggles, or burps to play the next move in the game. A novelty, fun-for-allthe-family game, that appeals to all ages, Farty Freddie is presented in stand-out, try-me packaging for instant impact and disruption on shelf.

Another novelty gifting range, Windy Bums, continues to grow since its successful 2021 launch. This fun, giggling, trumping plush own-IP range now welcomes new Dinosaur and Zebra characters for added year-round appeal.

Happy Line Toys

+ 852 2367 2323 | www.happylinetoys.com

drichardson@happylinetoys.com

Happy Line Toys aims to provide innovative products that generate lasting experiences and promote development in childhood, and the team is looking forward to welcoming visitors to come and view its latest ranges at Nuremberg.

New for 2023, Funky Paws is a chunky new collectible aimed at kids who love surprises. The multi-sensory creatures with popping feature and colour changing elements can be found in a variety of appealing characters, which range from animals to fruits. Happy Line’s Sweet Emporium is where the characters live, a concept the company says will open a world of imagination for children and help to grow the brand for the long term.

Alongside the new, cute Funky Paws collectibles, trade visitors can get an exclusive look at a host of new characters and designs being introduced for the multi award-winning Dream Beams collection. The glow in the dark plush, aimed at kids 3-7, has become a bedtime friend for many children in the last 12 months, and the 2023 range is set to delight customers even further as the range expands into new scales and line extensions. One such example is Nursery Surprise, a cuddly, cradled version of the original plush style.

Happy Line will also be introducing a new foam blaster line. Inspired by digital gaming trends, the alien blaster range brings something new to the market and is set to impress; offering unique role play elements and the ultimate outdoor fun experience. A new range of water blasters will also be on display at the show.

Aside from these new introductions, the existing Happy Line ranges, which cover a multitude of categories from fashion dolls to building blocks, are sure to offer something for everyone.

To schedule an appointment at the show, buyers are advised to contact Daniel Richardson on the details above.

Tactic Games

+358 400 839951 | www.tactic.net / www.gamestormstudio.com | jemi.heljakka@tactic.net

Hall 10.1, Stand C-16

For 55 years, Tactic Games has evolved its Finnish production. The company prides itself on being one of the most ecological games producers in the Nordics and is now launching an educational board game full of clear and concrete ideas on

Tactic Games is looking forward to showcasing the Mother Earth game at Nuremberg. Through an exciting view of the Earth’s resources, climates, and outstanding natural events, players of all ages can learn more about how the planet that is being endangered every day.

Mother Earth also teaches players about recycling, eco-friendly habits and small changes that can save endangered species, help mitigate the risk of climate change and generally live a happier, healthier life.

Another product range that puts responsibility first is Save the Sea plush. Following the principle of the three Rs: Recycle, Reuse and Rekindle, the collection will help teach children about the importance of recycling. Each plush in the series is not only made from recycled products, but is also 100% recyclable and completely child-safe, allowing them to see first-hand the benefits of recycling.

New game highlights for the upcoming season include the new experience board game range, EscapeRun. The first EscapeRun game has just been released: EscapeRun Alcatraz 2034 by Gamestorm Studio. Players are welcomed to Alcatraz as part of a group invited to see the first state-of-the-art, sentinel-based prison in the world, but when something goes wrong, they become the prisoners. Players must then guide their prisoner characters around the game board and help them find the right equipment for an escape attempt, while dodging sentinel robots with no qualms about shooting them. Players collect cards to help them escape and can join forces with other prisoners to try and get to freedom in time. A new EscapeRun edition will be launched in 2024, called Project Gaia, Earth 2240.

The Crime Scene series continues with new chapters. This story-driven investigation series challenges players to solve a mystery step by step, by discovering clues, examining the evidence, solving puzzles and making tough, potentially fateful decisions. Each Crime Scene story is unique, and the series transports players around the globe, into the future and back in time. The upcoming murder mysteries include the death of an Englishman in Egypt, an apparent suicide case in Tokyo, a spy thriller in the shadow of the Berlin Wall and an American idyll shattered by an invisible cyber threat.

Cheatwell will be presenting a great range of games at this year’s Nuremberg International Toy Fair. Brain Ache is the game where players race to identify familiar catchphrases or words represented by perplexing pictures. The quickest to guess wins the card, so players must think fast and shout out the answer before anyone else. Brain Ache contains hundreds of picture puzzles that will baffle and boggle the brain. Examples of different language editions will be available at the fair.

The Games 2 Go range features the unique take anywhere, play-and-score card dispenser. The travel games Travel Tension and Gabble will be joined by Take 10, the instant detective game in which players track down a mystery item in as few guesses as possible.

Zensu is the strategy game that’s simple to learn but harder to master. Players aim to cross their opponent’s borders before their own borders are crossed, but with pieces moving in four directions, they need to keep their wits about them. Zensu is a game that can be played many times as it is never the same game twice.

Carefully crafted so that both kids and adults can play on a level playing field, Travel Family Quiz Night is an all-inclusive trivia game that allows everyone to join in the fun. This handy travel pack contains a range of fun questions covering eight popular topics and can be played individually or as kids versus adults in teams.

Travel Charades is the classic game in a handy travel pack. Crammed full of fun mimes to act and guess, players race to reach the top of the game board. Up to date with all the latest music, books, TV and films, the game is a great way to keep the family entertained whilst travelling. Wild Guess is packed with fantastic facts and fascinating figures, where guessing the closest to a given answer on the card scores points. Players don’t have to be exact, just closer than their opponents. Whether working out a ballpark figure, following a hunch or just taking a stab in the dark, players will be amazed at the unbelievable madness of the world we live in.

In the Ghost Hunter series, players take on the role of new Club members and set out on a quest to the notorious Blackmoor House. The aim is to capture as many unholy spirits as possible, without succumbing to the terror of ending up haunted for life. There are three styles available – Monsters, Spirits and Vampires.

Cadaver sees players compete to resurrect as many corpses as possible before the break of dawn. With different dead bodies requiring alternative assets and accomplices, Cheatwell says the game is ‘a veritable reanimation rat race’.

Chengzhen, a Hong Kong based toy company, will be exhibiting at the Nuremberg Toy Fair under its own brand MSZ (Metal Speed Zone). The company has successfully created a unique product range of licenced die cast vehicles, made from top-quality, heavy metal.

The best-selling series are the 1/32 series, which incorporates interactive sound and lights, and the 4.5" (1/43) open door series with a pullback mechanism for about 80 different cars. The metal die cast cars are meticulously crafted and boast a variety of well-known manufacturer's licences, they are ideal for everyday playtime, collection or for gifts of seasonal toys.

The highlight of this year's exhibition will be a brand-new collection in collaboration with world-renowned petrol station brand Shell. The range includes the 1/32 Nissan GT-R with Shell decorative graphics and 1/72 Shell branded tanker trucks, along with the highly authentic Shell petrol station scene playsets. The company has also been granted the official licence from Gulf Oil, and its classic yellow and blue decal pattern is sure to be a hit with motorsport fans.

The 1/64 series will be expanded in 2023 and will have a key focus at Nuremberg. More than 12 models are slated to be launched, such as the Lamborghini Aventador SVJ, BMW Z4 M40i and Nissan GT-R. The line expansion will be launched in phases moving forward, with even more high profile models being added. They will come in different versions, from the basic version with free wheel and working suspension wheels, to the more sophisticated version which has a heavy metal die cast chassis in addition to the original basic features. These are expected to become valuable collectors items for both children and die cast enthusiasts.

As governments around the world continue to tighten regulations on vehicle emissions, electric EV vehicles are becoming an important trend in the future development of automobiles. In line with the development of real-life vehicles, Chengzhen is planning to launch a series of electric toy cars.

All the EV vehicles are Battery Electric Vehicle or Plug-in Hybrid Electric Vehicle with sound effects that imitate the sound of electric EV vehicles, which is very different from the sound of petrol vehicles. This innovative range provides additional play features and can enhance children's awareness of environmental protection. The Volvo XC 40 Recharge and Audi RS e-Tron G will be available in the first quarter of 2023, and newer EV cars will be launching later in the year.

Chengzhen is also extending its Motorcycle/Superbike vehicle line under wellknown brands BMW, Yamaha, Suzuki and Kawasaki. Currently, there are 1:12 and 1:18 scale models featuring sports, races and rescues. All have authentic features such as real shock-absorbers and suspension wheels and have been designed to capture the collector's interest.

Chengzhen is looking forward to welcoming visitors to the stand - contact Sam Chung on the details above or Peter Lewis at barter@barterhk.com for more sales support.

The Source Wholesale

www.thesourcewholesale.co.uk

sales@thesourcewholesale.co.uk

Internationalenquiries@thesourcewholesale.co.uk

Hall 4A, Stand C-31

The Source is excited to present its product range within the RC/Drones, Games and Lights categories at Nuremberg.

Key stand outs include the 3D officially licensed Marvel lights range, providing illumination and eye-catching effects for the fans of the universe. New lines in the range for 2023 are Baby Groot from Guardians of the Galaxy as well as Spider-Man’s Miles Morales, available for pre-order now.

The Source will be offering some fantastic novelty games, pocket money items and lines under the £10 range from Dinosaur Bites, Piano Hands, Digital Drumstick, Cyber Pet and lots more.

In drones, RC, gizmo and tech, The Source will be presenting more products from Red5, from entry level to high spec camera drones, plus RC animals including creepy tarantulas and a velociraptor. Red5 also offers a collection of novelty lights including best sellers the Jellyfish Lamp, Plasma Ball, Gaming Lights with Speakers and Disco Lights.

Wabo the Robot is a gyro monorail science construction kit. The track kingdom can be built up with 26 routes, then children can explore and create using the gyroscope effect Wabo and attempt to make their way through the monorail with a single wheel. The pack includes three additional pieces to enhance the difficulty of the track; a 3-way splitter, a cross switch and a seesaw. A variety of combinations are possible, offering players heaps of fun on the Wabo journey.

The Source Games category is growing with two stand out hero products from Red5. The first is Laser Tag Game, where the laser shooters reload with a pump-action and shoot infrared beams for amazingly accurate, long-distance shooting, and chest plates that detect when they’re hit and light up, vibrate and make sounds. With an automatic hit count, players try to accurately hit the chest plate six times to win.

Another hero product is a based on funfair favourite; Red5 RC Road Rage Speed Bumper Cars will be launching in spring and comes with two cars and two controllers, so players can take on a line of collision contestants. The set ejects the losing driver as soon as it takes the deciding knock.

The Source has plenty more new lines to offer and invites visitors to visit their website as listed. The sales team is also happy to book one-to-one meetings on the contact details listed above.

Bruder

+353 676 3800 (Alpha Toys Ltd)

info@alpha-toys.co.uk

Hall 6, Stand C-31/C-37

Bruder is delighted to be able to present several attractive new products at Nuremberg.

In stock from January onwards, based on the RAM 2500 fire department, Bruder will be introducing the RAM 2500 vehicle with L+S module and the RAM 2500 service truck with rotating beacon light These two high-volume items will be spearheading the range of innovations offering long-lasting play fun in combination with realistic details. The fire department vehicle has a new tank system with pump and double valve, enabling simultaneous operation of both nozzles by means of two hoses. The service truck has a fully functioning, newly developed crane, which demonstrates its force when towing and repairing.

In stock from February onwards, Bruder will be introducing the compact Fendt Vario 211 tractor as a more than worthy successor to the long-standing, successful and top selling Vario 209 licensed edition. The new Fendt Vario 211 comes in two versions: the price-entry level as an individual tractor or as a premium play set with frontloader and tipping trailer.

In stock from March onwards, Bruder is delighted to announce the addition of the Bruder sprinkling trailer, another genuine agricultural classic as used by fruit and vegetable growers. This model not only offers an attractive price point but also includes a host of details that the original manufacturers are famous for: a fully functioning pump alongside the winder and a 1.8m hose that can be unwound via a mobile sprinkler as the main trailer remains in place. This is just one of the products from the Bruder range that truly demonstrates its motto ‘Just like the real thing’.

Bruder’s assortment of true-to-original themed trucks has been entirely revamped. Products will now include a MB Arocs halfpipe dump truck, a MAN TGA crane truck, a MAN TGA low loader truck with Manitou telescopic loader, a MAN TGS tipper truck, a MAN TGS truck with roll-off-container and Schaeffer compact loader, a MAN TGS winter service truck with plough blade, and a MB Arocs timber truck, as well as two new rubbish trucks - MAN TGA and MAN TGS, and two new cement mixer trucks by MB Arocs and MAN TGA. Special attention has been given to the engineering of new, realistic versions, as well as the creation of an attractive price-performance ratio of these top models, which provides an outstanding synergy that will enhance both the trade and the consumer in equal measure.

As always, buyers will be able to get a first-hand look at these new products and more at the International Toy Fair in Nuremberg and Bruder looks forward to welcoming visitors to it stand.

www.cobitoys.com | sales@cobitoys.co.uk

Hall 4, Stand B-79, C-80

Cobi is a Polish toy manufacturer that specialises in creating historical; military and automotive block models. It started brick production in 1992 and now supplies product around the globe.

When producing its military scaled models, the company co-operates closely with museums and military experts to ensure that it captures the true essence of the model it is producing. A fine example of this is The Tank Museum with which Cobi has been working very closely for over seven years, a partnership that has produced many vehicles. One such example is the famous 131 Tiger Tank, which was the first intact tank to fall into allied hands in Tunisia in April 1923, and is available in 1:48 and 1:28 scale. Another model is the Vickers A1E1 Independent Tank, a British prototype heavy tank from the interwar period. This tank has the unusual characteristic of a multi turret construction and is available in 1:35 scale with rotating towers and a mapped engine.

Cobi also works with the Imperial War Museum and is due to release a new version of the British light cruiser HMS Belfast from the Second World War, which is anchored on the Thames and is a standalone floating museum. This model is available in 1:300 scale and consists of 1515 pieces. Another nautical jewel is the RMS Titanic, which is produced in two scales. The 1:300 scale consists of 2880 pieces and the 1:450 scale consists of 1100 pieces.

The company also manufactures aircraft, with scaled models from the Great War, Second World War and Cold War, as well as modern aircraft within its armed forces collection. Models include the famous Spitfire, De Havilland DH-98 Mosquito; the German Messerschmitt and Hawker Hurricane, all available in 1:32 scale, plus modern-day aircraft like Concorde in 1:95 scale and F-35B Lightning II fighter in Royal Air Force livery in 1:48 scale. Alongside this, helicopters including the Black Hawk in 1:32 scale, the Apache and Chinook - both in 1:48 scale - are available, and there are over 60 models to choose from.

Cobi will also be showcasing it cars series at the show, including models from Maserati; Citroen: Opel Manta; Opel Rekord; Skoda and Trabant in a 1:12 scale, plus the Historical Collection in 1:35 scale with the Citroen Traction and 15CV 6 D, along with the Fiat Abarth range.

Cobi’s biggest range is the World War II Historical Collection with over 100 models to choose from depicting tanks, aircraft, cannons, ships and boats.

Cobi looks forward to welcoming visitors to view the full range of products at the Nuremberg Toy Fair and is also happy to arrange a visit from the UK Sales team via the email address listed above.

Amscan Europe

+49 7021 926140 | www.amscan-europe.com

sales@amscan-europe.com

Hall 9, Stand A-55, C-58

Amscan Europe, the party specialist, will return to Nuremberg Toy Fair in 2023 to present 350 square metres of newness.

For children’s birthdays, there will be a variety of new licensed party ranges on display. Bluey, the breakout hit in the UK which is gearing up for growth in the rest of Europe, is the latest addition to the assortment. The curious puppy is featured on balloons and party decorations and is also making her way into the dress up category. For comic fans, there will be a new Batman party range that goes perfectly with the existing selection of costumes and balloons, providing everything for a superhero-themed event. For fans of Harry Potter who want to experience a magical party theme, a new selection of products is based on the Hogwarts houses. Party hats in the design of the famous sorting hat and a photo booth kit with ties and badges in the colours of the four houses will make party guests feel like they are entering the famous school of Witchcraft and Wizardry. Successful licences Barbie, Pokémon, Super Mario and Miraculous have been revamped with a new, fresh design, and customers will have a chance to see a sneak peek at the fair.

As a one-stop shop for all things party, Amscan also prides itself in its growing costume assortment. There will put a special spotlight on licensed newcomers, with Peppa Pig costumes for children, new additions to the DC superhero range and Grease costumes, so partygoers can dress up as Danny or Sandy for the perfect 50s themed occasion.

The selection of party products for children has been expanded with collections such as the Crazy Cake range and a new range for little builders who are fascinated by construction sites, filled with excavators, lorries, and road signs. Besides tableware and decoration, it includes handy caution tape to section off the party area.

As children start school for the first time, Amscan offers cheerful tableware and decorations to celebrate this important milestone. The selection includes a letter stamp set, a favour pack containing a bookmark, a key chain, a slap bracelet that functions as a ruler and a bouncy ball – the perfect small gifts for first-year pupils.

Every party range includes matching balloons to give decorations a special touch. For more elaborate balloon installations, Amscan offers both products and expertise; there will be a special area for the Everts Decorator latex line at the toy fair stand for balloon professionals. Amscan Europe’s very own balloon artist Hans-Peter Bulant will present new trend colours, show different techniques for the multitude of shapes and finishes and introduce the best inflation equipment for each balloon.

Confetti cannons and poppers create a beautiful cascade of colours and make every occasion unforgettable. Amscan has a large selection of shapes and sizes, providing the right products for every occasion and will present 29 new confetti cannons with paper and foil confetti and four new party poppers in a new, polished design. For Valentine’s Day it offers a shower of hearts, while there’s also a colourful burst of confetti ideal for a birthday celebration, or a shower of pink or blue for baby parties

Visitors to the Amscan stand will benefit from exclusive fair promotions for retailers and distributors. Discounts will be available for a specially prepared selection of products, contact the team on the details above or visit the stand to find out more.

SPRING SUMMER NEW FOR

Hy-Pro

www.zincsports.com |

Hall 7, Stand C-29

chirag@hy-pro.co.uk

Hy-Pro is looking forward to showcasing one of the UK’s fastest growing, trusted scooter and e-mobility brands, the Zinc family of scooters, at Nuremberg. The wide range of scooters, e-scooters, kids scooter suitcases and accessories is perfectly placed to help families bring fun to special moments, to create memories and to try something new.

The original and unique Flyte Scooter Suitcases range will be introducing more playful new travel buddies such as Fraser the Fox, Eddie the Elephant, Luna the Unicorn, Sammie the Spaceman, Stormy the Shark, Penny the Panda and Perry the Penguin that children and adults alike will adore. Hy-Pro saw huge demand over the summer months as families returned to air and international travel during the school summer holidays. After two years of being grounded, demand for the original Flyte Scooter Suitcases from young globetrotters saw sales increase +60% year on year (2021 vs. 2022) for the June to August period.

Hy-Pro predicts that appetite for its fun and colourful Flyte range will continue to soar in 2023, as it maintains its efforts to create memorable moments that bring travel to life for small children, and at the same time make the act of travelling easier and fun for the adults of the family.

At the core of its kids’ range are the Folding and Non-Folding Three Wheeled Scooters for kids. Designed in the UK, the quality and product specification exceed anything currently in the market, and the large and colourful range of characters, including Unicorn and Spaceman, are eye catching and ideal for everything from play in the park to tackling the school run. Ideal for young children learning to ride, the Three Wheeled Scooter is sturdy and the perfect introduction to those just starting their scooting journey, while doing so safely. Parents can be reassured by the model’s four adjustable height options and easy-to-use rear footbrake, whilst little riders will be entranced by the bright design, flashing deck and battery free light up wheels. The Three Wheeled Scooters also come in a range of fun, vibrant colours, such as cherry red and aqua blue.

Visitors to Nuremberg International Toy Fair will also be able to experience one of Hy-Pro’s latest brand launches, created to bring together the excitement of Formula-E with the forward-thinking and innovative world of e-scooters. The company has partnered and worked closely with the Formula-E team in the UK to create an exclusive licensed product range which showcases 15 years of product development and insight with the advancements of the all-electric racing championship. The slick and desirable new product range, which is available now, mirrors the Formula-E ethos and brings the acceleration and exhilaration of electric cars to e-scooters with this aspirational and recognisable brand.

HoloToyz

+353 8686 00252 | www.holotoyz.com

sales@holotoyz.com

Hall 4A, Stand C-15

HoloToyz is celebrating its third birthday this year and is looking forward to launching its new range of reality products at Spielwarenmesse in the Tech2Play Hall in February.

The company will showcase the next chapter of the Paw Patrol brand and will be unveiling new Paw Patrol tattoos and stickers at the show, along with a new range of innovative toy lines, which include puzzles, collectibles and arts & crafts.

The team has been working hard behind the scenes over the last few months on an exciting brand refresh, in order to evolve and remain competitive while maintaining its range’s core identity. The changes have been designed to bring to life just how exciting the HoloToyz collection is, reflected through cutting edge design. HoloToyz believes strongly in being at the forefront of innovation and introducing products that are fun, educational and exciting all in one, and the team believes this new look will enhance the overall brand.

HoloToyz was born out of a recognition that children are becoming more and more digitally savvy while ensuring that they don’t lose touch with the physical world around them or the value of play with physical toys. Through Awesome Reality, toys can be enhanced, increasing their play value and bridging the gap between physical and digital play. Doing so allows children to explore new worlds, while learning and interacting with subjects that interest them.

The company's new products are designed to have as little an environmental impact as possible, with a focus on sustainability and reducing waste. The new range has been developed in response to consumer demand, with parents increasingly looking for alternatives that offer their children the same level of play value without contributing to landfill or harming the environment. This core focus when developing the new range will continue to remain one of the company’s strong values.

Visitors can contact Declan Fahy or the team to book an appointment with HoloToyz in Nuremberg.

REACHING OVER 200,000 RETAIL DOORS THROUGH OUR GLOBAL DISTRIBUTION NETWORK.

©Disney ©Disney/Pixar

Nikko Toys

07966 531 577

Hall 4A, Stand D-11

Nikko Toys is anticipating an exceptional year in 2023 and is looking forward to unveiling its new products at Nuremberg. Having announced the launch of a new licensing programme and partnership with M-Sport, Nikko Toys is laying the foundation for some exciting offerings to hit the shelves in the second half, lining up with its celebration of the 65th anniversary of the Nikko RC brand. Driven by its marketing and advertising activity after having won additional awards for its products in 2022, Nikko Toys is aiming to make 2023 another milestone year.

Under its M-Sport partnership, Nikko will be launching three brand new assortments and scales of RC cars for the holiday season. All three assortments will feature M-Sport’s Ford Puma Hybrid Rally 1, bringing it into the hands of fans and aspiring racers around the world. The first product will be a 1:20 Scale Rally Set, a full function RC racer with working headlights and precision control to help navigate the night stages. At 1:16 Scale, Nikko will launch its Rally Series, a full function racer with full sets of both Tarmac and Gravel tyres, and a wheel changing tool included to provide the right tyres to tackle any track. Finally, the 1:14 Scale Elite Race Cars offer serious speed with its elite performance chassis, 9.6v rechargeable battery, full working suspension, differential gearing and servo controlled digital proportional steering and throttle.

In addition to its licensed ranges, Nikko RC will be launching three new items in its pre-school, all terrain and OPP lines as well. My First Nikko RC Fire Truck brings the fun of remote control to first time racers. With its easy-to-use controller, children can race along, turn in reverse and activate the fun thematic fire engine sounds and music, right from the remote. The all-new Nikko Dino Truck with its water and dust proof chassis means mud, sand, dirt and even snow are no match for this high speed racer. Engineered with a sealed, watertight chassis and quick USB rechargeable LiPo battery, this beastly truck is ready for all terrain, all the time.

Within its Road Rippers brand, Nikko Toys will be introducing new, action-packed assortments. In the latest addition to Snap 'N Play from Road Rippers, each box includes a 6" car or truck and 11 custom parts. The trunk must be opened to reveal the collectible, interchangeable accessories. Spinout Racers will bring the retail shelf to life with its amazing try-me actions. The button can be pressed to see this speedster take off down the line, as it lifts and does a real power drift. The racers include motorized actions, cool lights and rocking music and sound effects. The latest addition from Road Rippers, Electro-Rod, offers an electrifying ride. The buttons on this motorized racer can be pressed to see it power up and speed off down the track. Music and sound effects are coupled with a light show, which will entertain kids.

The Machine Maker Range will see the addition of the Machine Maker Monster Force Trucks. There are many ways to play with the TriceraTrax, Shark Attack and the mighty REX; children can build it, take it apart, put it back together and mix and match the parts, as each set is interchangeable with every single item in the Machine Maker universe. From Monster Trucks to City Service Vehicles, Farm Trucks, Construction Vehicles, and out in space with the Mission to Mars sets, Machine Maker provides exciting STEM based play.

Nikko Toys is looking forward to showcasing all the new ranges for 2023, and visitors are welcome to book an appointment on the contact details above.

Rubies

08453

Hall 12.2, Stand P-24 and Hall 9, Stand D-04

Combining its permanent 365 stand with its pop-up local stall within Nuremberg Toy Fair, Rubies breadth of licences includes all the industry’s biggest and more. Rubies will be offering exclusive previews to a wide range of product at Spielwarenmesse.

With costumes for children in a range of deluxe and standard editions, one of Marvel’s most popular superheroes of all time, Spider-Man, will be brought to life once more in his updated superhero suit from the latest film, Spider-Man: Across the Spider-Verse. The outfits will be available to view at Nuremberg.

Whilst Rubies already produces a highly successful range of officially licensed Barbie costumes and accessories in partnership with Mattel, its collection will grow with the imminent release of the new Barbie film. Due to be one of the most popular cinematic releases of 2023, the tie-in costume and dress-up range is set to be a hit with fans of all ages.

For those looking to view or order from Rubies mammoth DC Comics range of costumes, costumes for Aquaman and the Lost Kingdom will be on show. Ideal for fans of the sequel to the popular 2018 film, Rubies range of fancy-dress costumes and accessories is ideal for fans of all ages.

Rubies is strengthening its relationship with Zag, the licensor behind one of the most popular series in Europe: Miraculous Ladybug, by presenting two new accessory sets and new costumes for Ghostforce. The Miraculous Ladybug Bag Accessory features a handheld bag printed in the iconic red and black polka dot pattern, tikki toy and Miraculous mask whilst the Yoyo Accessory Set includes a lightup yoyo and colour change wristlet.

Expert team members from Rubies will be available both during the Toy Fair and afterwards, thanks to the company’s 365 permanent stand in Nuremberg. They will be able to answer questions regarding the industry and market, as well as providing tips and insight into sales and forecasting.

The Rubies team is also able to provide content and marketing development to support the company’s extensive product array in 2023.

Zapf Creation

0845 0533 333

Hall 12.2, Stand P-08

One of the market leaders in nurturing play for over 90 years, Zapf Creation is home to some of the UK’s best-loved dolls that support social, emotional and physical development, with a focus on nurturing and imaginative play. Both Baby Annabell and Baby born will be showcasing the full 2023 line-up at Nuremberg, accompanied by fun demonstrations of its new items.

In addition to showcasing new dolls, the brand will also be celebrating Baby Annabell’s 25th anniversary, a milestone for the brand.

Being shown exclusively at the Zapf Creation stand, visitors to the show will be able to view the brand-new Baby born Style & Play Sisters and Brother 43cm – Baby born’s three older siblings, which are launching in autumn 2023. The stylish dolls bring lots of fun and imagination with their six lifelike functions for older children aged four and over Baby born Sisters and Brother can stand on their own, but have a brand-new posable feature; their elbows, knees, hips and neck are all jointed which means children can have even more fun dressing, styling and posing the dolls, bringing a whole new play pattern to the Baby born brand. The dolls can also drink water and go in the bath, so there's lots of fun to be had looking after and caring for them.

Slytherin Robes Dobby Professor McGonagall Hagrid

Harry Potter super fan?! Be Book Week ready with our fantastic assortment of Harry Potter costumes,

Bring the Party to Life with Amscan’s collection of some of the world’s most loved and in demand licenses.

Our ranges of party products, balloons, and costumes create great excitement for all ages!

Dumbledore

Harry Potter

Voldemort Golden Snitch

costumes, ranging from toddler to kids & adults, there’s something for everyone! Available online now!

Partyware Balloons

Costumes

Over 85 Licensed Properties

0208 324 6160 | sales@bandai.co.uk

Hall 12, Stand E-01

Bandai brings its portfolio of leading brands and ranges across its toy, collector, own IP and third-party distribution divisions, to the Nuremberg Toy Fair. Continuing its long-term strategy for growth across all areas of the business, Bandai will present the latest brand development within its cross-category portfolio, as well as planned marketing activities in all territories.

Fundamental to the company’s ongoing success, Bandai will showcase new toy and specialist collector ranges, to reach consumers of all ages.

With its anime toy range a focus for the business, Bandai has developed three distinct categories to offer 5” action figures, Chibi Masters and 6” action figures sub-range collections. New additions to its 5” anime action figure stable include Dragon Ball Evolve and Naruto Ultimate Legends lines, while the miniature Chibi Masters, and the highly detailed and poseable 6” anime action figures include Dragon Stars and Anime Heroes. The 6” anime action figures all include two sets of switchable hands, character-specific accessories and come with over 16 points of articulation.

The cross-brand 5” action figures collection also offers fans of Star Trek, DC Retro Superpowers, Gundam Infinity and My Hero Academia entry-price options, and extended shelf-presence at retail.

As distributors for McFarlane Toys, Bandai will reveal a range of latest properties for the high target collector market, plus high-quality, playable toys with mass market appeal. New action figure lines will be released for some of popular culture’s most iconic licences including DC, Warhammer, Demon Slayer and Spawn across its range of 7” ultra-articulated, highly detailed character figures, Build-A-Figures, 12” figures and vehicles, to provide broader choice at varying price points.

Alongside the business’s wider portfolio of IP toys, Bandai’s licensed division will receive wider investment for 2023. Growth strategies include the development of top-gaining property, Miraculous. The company’s best-selling crosscategory range includes top-performing fashion dolls, and Kwami Surprise collectibles. The launch of its new Miraculous Magic Heroez colour change fashion doll dials up the range with a new unboxing and surprise reveal element to extend the play beyond that traditionally experienced within the category.

Core IP Tamagotchi is set for further development in 2023. Bandai is investing heavily into its latest Tamagotchi ranges, evolving the brand to appeal to the retro/kidult consumer alongside a new generation of Tamagotchi owners. 2022’s limited-edition 25th Anniversary version sold through at retail within four months in the UK alone, and new styles continue to be introduced to the Original Tamagotchi, ensuring renewed interest and collectability. New styles include Denim Patch, Mimitchi Comic Book and Garden Poppies designs, complete with the original Gen1 or Gen2 gaming. New licence partners are also currently planned for the Tamagotchi Nano series.

Eduk8 Worldwide

enquiries@eduk8worldwide.com

Hall 12, Stand C-01-02

UK educational toy designers and distributors Eduk8 Worldwide will be showcasing a host of new products, including the new Colour n Wipe Playmats, a welcome addition to its popular award-winning play mat range.

The eye-catching new mats add a new dimension to children’s play and, using the six triangular easy-to-grip colouring pens, are easily erasable with a wet wipe or damp cloth for continuous play. Also featuring an all-weather clear protective coating and cushioned backing, the play mats have been designed with safety, durability and quality in mind. Totally portable, when play has finished, they can be wiped clean, rolled up and secured with the attached ribbon. Produced from up to 75% recycled materials, carbon emissions are reduced by 55% during the manufacturing process.

A new addition to the Outdoor Parachute collection is the new Junior Sunflower Parachute, perfect for special educational needs and smaller groups such as nurseries.

Eduk8 will also be featuring a new range of multi-layered wooden puzzles, produced from sustainable wood, which aid cognitive skills, hand to eye coordination, problem solving, fine motor development and much more.

In addition to highlighting an array of science and nature products, Eduk8 will be presenting a new range of brightly coloured magnifiers, suitable for both indoor and outdoor use and ideal for little hands.

Another highlight of the fair will be Eduk8’s Alertz: an easy-to-understand ‘traffic light’ noise warning system, which can be used in a variety of areas such as classrooms, libraries, hospitals and special needs settings. With seven different sound level settings, adjustable from as low as 15 decibels, the product’s flexible design allows the use of both audible and/or visual warnings and can be used across indoor and outdoor settings in mounted or free-standing positions. The design of the LED warning lights mean that they are visible at more than 180 degrees and the full system can be operated by remote control. Users of the system can even record their own warning messages.

Alertz represents innovation in the noise management segment and Eduk8 is offering a powerful tool to help teachers manage noise in classrooms and sound sensitive settings. Due to the simple traffic-light and audible warning alerts, it is a system easily understood by a wide range of audiences, including those with additional needs or auditory/visual impairment.

Konami Digital Entertainment B.V

www.konami.com

www.img.yugioh-card.com/uk/products

fs.97814@konami.com

Hall 10.1, Stand D-14

Konami Digital Entertainment is looking forward to attending the Nuremberg International Toy Fair 2023 with the Yu-Gi-Oh! Trading Card Game.

Konami is a veteran attendee and supporter of the Spielwarenmesse and is proud to join thousands of exhibitors from around the world showcasing the latest products to industry professionals at one of the largest international toy fairs in the world. Konami representatives will meet with its many distributors and partners across Europe and beyond, taking the opportunity to showcase and discuss upcoming Yu-Gi-Oh! TCG products and activities.

The Yu-Gi-Oh! TCG has gone from strength to strength in recent years. Fans across the world have been treated to a wide-ranging array of exciting products. From stunning Collector’s Sets featuring unique rarities of cards to booster sets introducing powerful new cards and strategies, the diversity of items continues to impress. Konami’s early 2023 line-up is looking strong, with several new scheduled products, which the team is looking forward to unveiling at Nuremberg.

Photon Hypernova, is the first core booster of 2023 which features brand-new cards from the Yu-Gi-Oh! Zexal animated series. Speed Duel GX: Duelists of Shadows, is a box set designed for up to eight players to jump into dueling straight away with eight pre-constructed decks. Structure Deck: Beware of Traptrix, is a pre-constructed deck based around plant and insect-type monsters that look cute on the surface, but deep down are truly nefarious.

There will also be a new line of Dark Magician Girl accessories, featuring eye-catching new artwork of the iconic apprentice on card cases, game mats, card sleeves and nine pocket duelist portfolios.

The Konami team is looking forward to welcoming visitors to the Yu-Gi-Oh! TCG stand. For more information, see the company’s website and contact details above.

Hornby Hobbies (Airfix)

01843 233 500 | www.hornby.com | sales@hornby.com

Hall H7A, Stand B-37

Airfix highlights the significance of model kit building in enhancing childhood developmental skills, and engaging imagination. Fun for the whole family and providing far more than just model kit building, Airfix continues to build on its reputation as one of the most immersive and educative product ranges, with an extensive list of licences.

Remaining key to the brand’s portfolio in 2023, Airfix Starter Sets are carefully designed to guide children aged 8+ through the building steps as they replicate icons in history; both educating and unearthing passion for a whole host of subjects in the process.

The brand is looking forward to unveiling its expansion to the growing collection of award-winning Starter Sets with a new scale of Starter Set cars, the 1:43 Super Cars. There’s a Bugatti Chiron with 39 easy-to-build coloured parts and a Pagani Huayra with 33 parts. The range also sees the introduction of the classic Jaguar E-Type, complete with 23 parts. Each piece has been created with exceptional detail, and all Starter Sets include painting guides, water-based acrylic paints, a brush, glue and decals.

Continuing to capture the imagination of young minds, Quickbuild kits remain the gift of choice for family play, offering an easy, brick-by-brick construction challenge for young thrill seekers. Fast becoming one of the most popular introductions to the Quickbuild range, the Jeep Gladiator Quicksand Concept is the latest in a line of releases and features a cool, flamed paint scheme and moving wheels. The sleek snap-together Quicksand Concept includes 49 easy-to-fit parts, simple coloured instructions and is pocketmoney priced, making it perfect for action fans aged six plus or for family fun. Complementing this new arrival, the new Jeep Gladiator Overland joined the range recently. The only truck available with convertible folding soft top, it makes a special addition to any toy car or truck collection.

No matter the skill level, Airfix kits offer hours of entertainment and ample opportunities for children to problem-solve. This stimulates numerous cognitive skills, including concentration, fine motor, dexterity, and spatial insight.

The team is focused on delivering cutting-edge products to market for 2023 to expand on the brand’s success, propelled by many exciting announcements in January. The launch, as with each introduction to the range, will be strengthened by digital marketing campaigns and the support of the brand’s rapidly growing presence on social media, including TikTok, YouTube and website marketing.