Special Feature - Zapf Creation

Be my baby

Thomas Eichhorn, board member at Zapf Creation, tells Toy World about the company’s return to London Toy Fair, the latest additions to market-leading nurturing doll brands and how it continues to support its retail partners.

What kind of year did Zapf Creation have in 2022?

Much like many other businesses in the toy industry across the European market, factors such as Coronavirus and the current economic climate meant Zapf Creation experienced a fluctuating performance last year. Whilst freight rates were high throughout the year, and the Euro has been weak compared to the US Dollar, Zapf has continued to perform well in many countries and outperform its competitors – especially in the United Kingdom, where we experienced a very positive year. Here, we continue to maintain our position as the No.1 and No.2 nurturing doll brands with Baby Annabell and Baby born, respectively.

Our new autumn 2022 launches enjoyed a positive reception, with items such as Baby Annabell Lilly Learns to Walk and Little Sweet Princess Carriage and Pony selling very well and proving hugely popular amongst consumers.

Why is the company returning to London Toy Fair this year?

The UK has always been one of Zapf Creation’s key markets and the brand has such a strong heritage here. Baby Annabell has been the leading nurturing doll brand in the UK for almost 25 years. However, because of the Coronavirus pandemic, we haven’t had the opportunity to showcase our products to the market in person for almost three years. That’s why we’re looking forward to meeting our UK buyers face to face once again at this year’s show, where we’ll be talking about

our plans for this year and showcasing all our new products. I’m looking forward to attending Toy Fair in person myself. I’ll be present at the Zapf Creation stand to discuss all the innovative products we’ll be bringing to consumers this year.

Is there a hero line you are particularly looking forward to showcasing at the event?

We’re looking forward to showcasing all our new products for this year at Toy Fair, right across both the Baby Annabell and Baby born portfolios. We have particularly high expectations for Baby born in 2023 though, as we’ll be revealing a launch that’s completely fresh to this brand – Baby born Minis.

The new line brings our Baby born dolls to consumers in a miniature size, taking the beloved imaginative play offered by Baby born and shrinking it down to bring children a new nurturing play pattern to discover. The whole Zapf team is really looking forward to introducing this new product to the everexpanding miniature collectibles market.

Looking ahead to 2023, how is Zapf Creation building on its current portfolio?

We’re continuing to develop and build on our current portfolio by launching a raft of new novelties to the toy market, ensuring we maintain those No.1 and No.2 brand positions in the UK nurturing doll market for Baby born and Baby Annabell.

For Baby Annabell, new products coming to the toy space will include a new Baby Annabell doll with more interactive features to enjoy than ever before. The year

also looks set to be an another exciting one for the brand, as we celebrate the landmark 25th anniversary of Baby Annabell.

Baby born, meanwhile, delves into the growing plush space with the launch of the Baby born’s new best friend – the Baby born Bear – launching in late spring. With moveable arms and legs, the product will offer a new creative role play experience for children, supporting their imaginations and offering dual play experiences that go hand in hand with the Baby born Magic doll range.

How will Zapf Creation be supporting its retail partners in 2023?

Whilst both the UK and European worldwide markets are facing challenges across the board as a result of the economic climate, Zapf Creation always endeavours to support its partners and retailers in the best way possible. The most effective way to do this will is by working closely with individual retailers and customers to explore how best we can support each of them as a unique entity - no two situations are the same.

That being said, we’ll be supporting all our retailers by enhancing our brand’s visibility to continue to drive sales for our retail partners. Additionally, Zapf will continue to support them with comprehensive marketing efforts, driving customer demand.

Both myself and the rest of the Zapf Creation team are looking forward to seeing our buyers and other members of the toy industry in-person again at London Toy Fair. Please come and see us at Stand B45.