Toy World Magazine July 2021

July 2021 Volume 10 Issue 11

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The Team...

CONTENTS July 2021 Volume 10 Issue 11

John Baulch

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

40 S pecial Feature: The Entertainer - 40th Anniversary

52 Feature: Tech Toys

Mark Austin

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

Anita Baulch

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

News

Regulars

Features

07 From the Publisher 08 News 18 Industry Moves 22 Marketing World 30 Licensing World 130 Allegedly

34 37 73 74

40 S pecial Feature: The Entertainer - 40th Anniversary 48 Company Profile: Just Play 52 Feature: Tech Toys 78 Feature: Construction 102 Company Profile: MGA 104 Feature: Role Play & Dress Up 122 Feature: Stationery

NPD column Talking Shop Viewpoint Fresh

Contributors The NPD Group | Mark Buschhaus | Stephen Barnes | Liam O'Shea

Rachael Simpson-Jones

78 Feature: Construction

104 Feature: Role Play & Dress UP

Editor rachael@toyworldmag.co.uk 01442 502 406

Sam Giltrow

Assistant Editor sam@toyworldmag.co.uk 01442 502 406

Alakat Published by

Mark Crowford

Design and Production Manager markc@toyworldmag.co.uk 01442 502 405

www.toyworldmag.co.uk @toyworldmag @baulchtweet

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Toy World 5

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I

t has certainly been a lively first half of the year: on the positive side, toy sales have continued to be encouraging across the globe. However, this strong demand has been tempered with a series of challenges which have been impacting the entire worldwide toy community. A very rough summary goes thus: major fuel and raw material price increases in China, along with increased lead times exacerbated by severe container shortages and massive hikes in shipping rates, have put huge pressure on suppliers to increase prices to mitigate their spiralling costs.

from the publisher

John Baulch - @Baulchtweet

The past month has seen further complications thrown into the mix in the form of port closures, power shortages and rumours of fresh Covid outbreaks in China. Local authorities have been so concerned about the power situation that several cities in Guangdong have asked factories to curb power usage by suspending operations for hours or even days at a time, as a combination of high factory activity and hot weather have placed considerable strain on the region’s power system. The situation has been compounded by local outbreaks of Covid, which have resulted in some factories being forced to shut down entirely.

A covid outbreak was also responsible for the closure of Yantian Port in Shenzen, one of the largest container terminals in the world. The port partially re-opened after a week, but it was certainly not back to full capacity straight away, and a backlog had already built up while it was shut.

To be fair, with all the challenges China is currently facing, there is little doubt that the surge in global demand for consumer goods is a major factor behind many of them, making it a better class of problem in many respects. But inevitably this has all lead to container rates spiraling, with prices on the Asia to Europe route edging towards $20,000 for a 40ft container. As a result, it seems that some retailers have been postponing or cancelling orders, seemingly in the belief that this will all blow over in the coming weeks / months and they’ll be able to reinstate their orders at a lower rate.

One company based in the Far East told us: “We have a retailer with 14 containers waiting to be shipped, because they are waiting for cheaper prices. The same retailer is putting pressure on us to confirm an order for August shipment and all Q4 shipment orders.”

Meanwhile, someone from Israel admitted: “I had companies here delaying when the cost was $8000, and now its $17000. There is no choice but to take the

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products as soon as they are produced. No stock=no sales.”

In a nutshell, this is pretty much spot on – I imagine the retailer which postponed orders when the container price was $8000 was kicking itself when it doubled.

And here’s the news I doubt any of you want to hear; I spoke to someone who works in sea freight sales for the world’s largest shipping company recently, and it is his considered opinion that prices have not peaked yet. He sees August as the likely pricing nadir and believes that rates could hit $25,000-$30,000 over the late summer period, as festive stock starts to flood in. And while prices will eventually correct, it is his belief that this is unlikely to happen for a good while yet – certainly not this year, and maybe not even in ’22.

Indeed, the general feeling seems to be that conditions are not likely to change dramatically until the new vessels that have been ordered by carriers are ready to launch, which will help to relieve the current capacity issues – and that is widely believed to be 2023.

So, what is the upshot of the ongoing disruption in China and absurd shipping price rises - could it all lead to product shortages, price rises or non-deliveries (or all three)? Almost certainly. On the other hand, if you are a toy company with stock already on the ground or on its way, you could be in a very strong position. If last year saw the toy community encouraging consumers to shop early for Christmas to avoid disappointment, this year may well see that message needing to be repeated…on steroids. Because, as we have seen, it looks like consumer demand for toys is going to remain incredibly strong.

Reflecting the tremendous diversity of the toy market, we have another packed issue for you this month: category features covering Construction, Tech Toys, Dress Up and Role Play and Stationery, plus a special story commemorating The Entertainer’s 40th anniversary. There is also an exclusive article introducing the new Just Play UK operation, an interview with MGA’s Neil Bandtock six months into his new role, and one of the most honest and forthright Viewpoint articles we have ever published - written

by Wicked Uncle’s Liam O’Shea, looking at the thorny subject of how to communicate news about price increases. The value of partnership, and the fact that we can all help each other through these challenges, has never been more evident. Stronger together indeed…

News China’s Guangdong region sees factories cut power usage as hot weather strains grid Several cities in China’s southern province Guangdong have apparently asked factories to curb power usage by suspending operations for hours or even days, as a combination of high factory and hot weather have placed considerable strain on the region’s power system.

The power restrictions are yet another blow for manufacturers, many of which have already been forced to lower production due to a recent surge in raw material prices including steel, aluminium, glass and paper.

Guangdong has seen its electricity use surge by 22.6% in April from Covid-hit 2020 levels, and 7.6% from the same period in 2019.

“Due to the acceleration of economic activity resumption and persistent high temperatures, electricity consumption has been increasing,” the Guangdong provincial energy bureau said, adding that average temperatures in May were four degrees above normal, boosting air conditioner demand.

According to local media reports, some local power grid firms in cities such as Guangzhou, Foshan, Dongguan and Shantou have issued notices urging factory users in the region to halt production during peak hours (between 7am and 11pm) or even shut down for two to three days each week, depending on the power demand situation.

Spot electricity prices traded on the Guangdong Power Exchange Centre reached 1,500 yuan ($234.89) per megawatt-hour on 17th May, more than triple the local benchmark coalfired power price set by the government.

The Guangdong energy bureau said it was attempting to co-ordinate with neighbouring regions to bring more electricity into the province, while ensuring steady coal and natural gas supplies for its own thermal power plants, which account for more than 70% of total electricity generation.

A major external power supplier to Guangzhou has been suffering from its own problems following months of rare drought, which cut hydropower generation, the main source of its electricity. The rainy season in southern China only started on 26th April, around three weeks later than normal, according to state media Xinhua News. This led to a 11% fall in hydropower generation in Yunnan last month from pre-Covid levels in 2019.

Asia-Europe spot rates head for $20k as new China Covid problem unfolds According to a report in The Loadstar, shipping companies were due to introduce rate increases from the end of June with FAK rates from Asia to North Europe edging towards $20,000 per 40ft. This represents an astonishing 1,000% increase on the spot rate for the trade a year ago.

In addition, transpacific routes will also be affected, with some Asia to US carriers now asking $17,000 per 40ft for US east coast ports.

It is now being suggested that these sky-high rates are starting to cause cancelled orders from China, with retailers concerned about selling stock at increased prices, while many suppliers are finding it difficult to hold previously negotiated prices.

One UK forwarder described the current situation as “bedlam.” The main driver of the new raft of rate increases across virtually all trade lanes is the Covid crisis at the southern China ports, particularly Yantian, where there were reported to be up to 40 vessels waiting to berth last week.

Speaking to the BBC, Nils Haupt, communications director at German shipping line Hapag-Lloyd, commented: “One of the biggest ports in China has basically closed down for close to three weeks. They have some berths in operation, but nowhere near enough.” Ships have been diverted to other nearby terminals, however this has been creating delays at these ports too.

According to Peter Sands, chief shipping analyst at industry organisation Bimco: “The issue with Yantian is that we need more transparency and openness from the local authorities. And we aren’t getting that, which means there is a lot of uncertainty in developing contingency plans.”

The shipping industry hopes the situation in Yantian will resolve quickly, though some experts have suggested that when that happens, it will lead to a surge in shipments from the region, which could cause further bottlenecks elsewhere in the supply chain.

James Baker, containers editor at shipping publication Lloyd’s List told the BBC: “Because the system is so overloaded, every time one of these things happens now, anything else just adds to the problem.” As a result, he expects the disruption to continue for up to another 12 months, with importers in Europe and North America potentially facing a longer wait than normal for their goods.

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News Toy industry covers more than 26,000km for the Toy Trust’s Around the World in 80 Hours event The Toy Trust says it is delighted that more than £20,000 has been raised by the industry from its Around the World in 80 Hours event.

Around 375 individuals from across the industry, representing everything from manufacturers to retailers and licensors, came together with one aim – to cover the globe in distance covered through any activity that was non-motorised. Individuals ran, walked, swam, cycled, walked whilst hula hooping, paddle-boarded or kayaked, and some completed their stint on horseback during the event which ran from 11th to 14th June.

Although the distance covered did not quite manage to circumnavigate the entire globe, it did cover all land mass on Earth joined together (with no oceans included), a distance which stretches further than Inverness to Auckland.

The money raised will go to support two carefully selected UK based children’s charity partners – myAFK and HCAG, both of which provide specialist mobility equipment for children who would otherwise not have access to due to long NHS waiting lists and high costs.

“It has been a really tough year for disabled children, young people and their families,” explained Lyn Prodger, corporate partnerships manager at myAFK. “Access to appropriate mobility equipment is simply vital for independence, good mental and physical health and just to get out and about and have fun. The biggest thank you to all those incredible people in the toy Industry who have been out this weekend running, cycling, walking and swimming to raise funds for our work.”

Chairman of the Toy Trust Committee Graham Canning said: “This year’s event was like no other, and whilst we have not been able to gather together to take on the challenge in one place, I am so proud of the efforts of everyone from across the toy industry in getting involved wherever they are based. Thank you once again to everyone that took part.”

Gaming phenomenon Fall Guys joins Wow! Pods line-up Wow! Stuff has announced that the innovative collectible Wow! Pods series has added Mediatonic’s Fall Guys: Ultimate Knockout to its roster of tier 1 brands.

The breakout gaming hit of 2020, Fall Guys quickly established itself as one of the most enjoyed multiplayer games available. Players tumble over bizarre obstacles, shove through unruly competitors and overcome the laws of physics to avoid elimination in their quest for the crown.

Fall Guys’ brightly coloured beans will become main characters in the new Wow! Pods Fall Guys collectibles range. The products will feature the unique Wow! Stuff (patent applied for) Swipe to Light function, which reveals mystery icons under the UV light.

Wow! Stuff’s co-founder and head of Licensing, Kenny McAndrew, commented: “Fall Guys is a phenomenal hit, and the characters are loved by thousands of players around the world. Fall Guys fits perfectly within our ethos of ensuring Wow! Pods meets the fandom thirst from fans of character brands.”

Fée Heyer, Devolver Digital’s head of Global Licensing added: “We are careful in our selection of licensees and want the finest innovation that truly fulfils the wishes of our Fall Guys fans. We have seen how successfully Wow! Pods has re-invented and re-invigorated the collectibles market with its unique set of cool features, and we’re so excited for Fall Guys fans to see their favourites realised in real life with this special range of collectibles.”

Wow! Pods Fall guys will be available at retail in the UK, Europe and North America from 1st September.

BargainMax to expand following seven-figure funding deal Online toy and games retailer BargainMax.co.uk has secured a seven-figure funding package from HSBC UK to support its ambitious growth plans.

The Manchester-based company will use the funding to increase its product range and stock by more than 60% in the next 12 months. BargainMax has performed well since it was started and has experienced high levels of growth, especially in 2020, when it recorded a sales increase of 92% on the previous year. The funding will also be used for website development and to increase brand awareness via targeted social media campaigns.

Gigi Mechlowitz, managing director of BargainMax.co.uk, said: “Being an online-only retailer, we were well prepared when the pandemic started and could continue our two-to-four-day lead time on deliveries whilst experiencing a significant boost in demand. Online retail businesses have experienced a lot over the last 12 months, but we’re confident that our ambitious growth strategy will put us at the forefront of the toy sector.”

Zubayr Atcha, corporate relationship director at HSBC, said: “BargainMax.co.uk has grown rapidly, both domestically and in Europe, and, in the last year. This funding enables the business to build on its impressive track record and will stand it in good stead within the world of online retailing.”

BargainMax said it also expects to increase its workforce this year in both its head office and warehouse.

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News Casdon Toys celebrates its 75th anniversary Casdon Toys, best known for its range of role-play toys, has celebrated its 75th anniversary. Launched on 8th June 1946 by Thomas Cassidy, the family company continues to inspire imaginative and creative play for children via its toys which currently include the best-selling mini Henry vacuum cleaners and the Pick & Mix Sweet Shop.

The company’s portfolio boasts some of the most prestigious domestic appliance brands on the market, and it now trades successfully internationally. With offices in Hong Kong, as well as distribution partners in the US and Australia, the company remains headquartered in Blackpool, in the original Casdon premises from the 1950s.

The company’s ethos has always been to produce top quality products at an affordable price, and its products have been family favourites for years, from the Telephone Exchange to the vintage Casdon Hypertill. Today, Casdon products are usually child-sized versions of items found in homes across the UK and further afield, allowing children to imitate grown-ups and ‘help out’ through role-play while also developing their imaginative and practical skills. Other current best-sellers include the officially licensed child-sized Dyson Ball vacuum and the Morphy Richards Kitchen Set. The company launched a ‘Helping out in the Home Corner’ initiative to coincide with its anniversary. The campaign will provide 100 primary schools with an interactive and resource-led programme packed full of fun activity sheets, certificates and stickers for children to take home, as well as child-sized Home Corner favourites to help enhance role-play areas in schools across the country.

Phil Cassidy, managing director of Casdon and grandson of company founder Thomas Cassidy, commented: “Celebrating our 75th anniversary is a fantastic milestone. Casdon was built on my grandfather’s belief that toys need to have a role in children’s learning and development as well as being fun to play with. 75 years on, his legacy is celebrated with every new toy that we introduce. We’re excited about the launch of our primary school initiative and look forward to continuing to develop products that capture the imaginations of children.”

Rex London launches EU hub in Belgium Rex London has established a distribution centre in Belgium to better serve its customers in the European Union, without customs delays or additional costs brought about by Brexit.

The company says the hub has been created in response to the UK leaving the EU, and the ‘teething problems that came with it for many organisations at the start of 2021’. Scott Clarke, director, added: “There was probably a three or four week period at the beginning of the year where we couldn’t supply our EU customers at all, which was a big deal for us – over half of our business is with Europe.”

The hub means Rex London customers in the EU can continue to order with confidence; all orders are imported into the EU by the new Belgian company, Rex London BV, which is wholly owned and managed by its UK company.

Trade customers will still have access to thousands of Rex London products, which they will be able to order online or via the company’s team of dedicated account managers in the usual way. Current delivery forecasts estimate a total transit time of up to two weeks for most EU orders, but Rex London is investigating further measures it can take to reduce delivery times in the future.

With international markets identified as key growth areas for the business, Rex says this new chapter reflects how the company is focusing its resources on building and sustaining its international presence.

Hornby reveals full year results Hornby has achieved sales of £48.5m for the year to 31st March 2021, up 28% on the year before. This has swung the company to a pretax profit of £345,000 compared with a loss of £3.4m for fiscal 2020.

Hornby attributed the uplift to its turnaround strategy and an increase in sales across almost all of its channels as customers increasingly turned to hobbies over the coronavirus pandemic and associated lockdowns.

Chief executive Lyndon Davies said that recent sales figures indicated the momentum is expected to continue. “When there’s problems in the world, people do turn inwards, they look for things of comfort – and in a hobby, they find comfort,” he explained. “Model railways, Scalextric sets running around the attic; there’s been a lot of engagement from people.”

However, he added that Hornby was concerned about shipping issues causing supply chain disruption and cited that shipping costs from its factories were three times what they were previously. The company imports many of its products from East Asia and has been affected by closures at Chinese ports due to coronavirus.

The company update also said that shipping to the EU has faced “countless importation difficulties”, which caused shipments to the region to be put on hold for a time. “In recent weeks, shipments have resumed,” the company confirmed, “but there are still delays in certain countries whose procedures are unnecessarily rigid.”

Revenue was £48.5m, compared with £37.8m the year before, but the board has not declared a final dividend as the company’s turnaround strategy is still ongoing. Hornby is optimistic about trading going forwards, adding: “Since the end of March, our sales have been in line with expectations. The engine at the heart of the company is firing and we anticipate a stronger demand for our products, with more online direct sales.”

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News Fabula Toys’ traditional toy range helps kids learn through nursery rhymes Fabula Toys, the brainchild of company founder and director Nazneen Yasin, is based upon a simple, intuitive idea. On the surface, the concept is easy to grasp; forming the basis of their first exposure to language and music, young children love nursery rhymes. With this in mind, each Fabula toy has been designed to bring these age-old (and globally relevant) rhymes to life by exploring the characters, the storyline, and even the learning outcomes at the end.

“Through Fabula, children can really understand a nursery rhyme instead of just learning to say it,” explains Nazneen. “We’re aware that children aged 0-4 enjoy watching nursery rhymes on-screen, so Fabula brings the same elements they know and love to an offline world where they can interact with the music and storyline while also controlling the narrative. For example, Incy Wincy doesn’t have to stay confined to climbing pipes; he can now accompany kids at mealtimes, too. And since Fabula is a socially relevant brand, our toys are hugely attractive to nostalgia and causedriven millennial parents.”

Designed in the UK, with domestic stock available on demand, Fabula Toys are just as relevant to nurseries, day care centres and primary schools as they are to parents. Each toy is designed with the Early Years Learning Goals in mind, and encourage 13 important elements such as imagination, physical exercise, vocabulary, bonding, sensory play, courage, STEM and more. All products are either machine washable or wipeable and come in bags or boxes that double as handy storage solutions. Fabula toys are fully safety certified and display the CE, UKCA and Lion marks.

The five products available at launch are appropriate for multiple age groups, bringing a variety of different scenarios to homes and nursery.

Nazneen says: “The Incy Wincy Spider gloves are great for sensory play and storytelling for kids aged 0-2 years, while the If You’re Happy & You Know It inflatable dice is perfect for encouraging early baby gym time as well as group play at a party. The Wheels on the Bus tent offers privacy while also teaching early associations such as sounds each of the animal passengers on the bus makes. The Finger Family is the first finger puppet set on the market to bring tangible representation to multicultural as well as foster and adopted families and finally, the Five Little Monkeys boardgame helps pre-schoolers learn social skills as well as colours, numbers and basic mathematics.”

Fabula Toys (www.fabulatoys.com) is keen to secure retail partnerships that offer attractive margins to stockists. For more information, readers are advised to contact Nazneen on 020 3633 9684 or play@fabulatoys.com.

Toy & gift industry stalwart Ali Mafi offers his services as a consultant Known for designing and inventing a string of bestselling, innovative products, Ali Mafi is now offering his services as a consultant, bringing with him an extensive portfolio of designs, including many new items that would be new to the market.

With over 25 years’ experience in product development and sales, Ali believes he is in a good position to help the right company to grow and develop its business. He also has extensive experience in dealing with factories across the globe, together with numerous established, dependable contacts.

Speaking to Toy World about his new consultancy venture, Ali said: “I was a contributor to toy publications, including Toy World, for 14 years, writing over 150 articles during that time. But that was just a hobby: my real passion is designing and inventing new products that really break the mould and offer the toy & gift market something different. I have invented and designed numerous products during lockdown, all of which are, in the words of Boris Johnson, oven ready and looking for a good home. The new items include a line in the jigsaw category, which is currently flying – it’s called The World’s Most Difficult Jigsaw Puzzle. Being completely honest, I am more interested in challenges than money, so you won’t find my expectations unreasonable.”

If you would like to find out more about his new product ideas, Ali can be contacted at Ali50fifty@me.com.

Obituary: Michael Nunn Toy World is sad to report that Michael Nunn has passed away peacefully, aged 93. Michael was the third generation of the family to run the well-known Redgates store in Sheffield. The reputation of Redgates grew rapidly in the 1960s, when it became known in the trade as one of the best toy shops outside of London, often referred to as “the Hamleys of the North”.

Michael worked in the business from 1948 to 1986 and was a key figure in the store’s move to its mostremembered location at Furnival Gate in the mid-1970s.

In 1975, Redgates reached a milestone £1m turnover, which was a significant achievement at the time.

Having celebrated the company’s 125th birthday in 1982, Michael sold the business several years later to Zodiac Toys, which continued to run it for two years before it finally closed.

During his career, Michael travelled frequently to Nuremberg, where he originally met doll manufacturer Hans Gotz and started the agency agreement which still lasts to this day.

The business has been run for many years by Michael’s son Antony, who married Hans’ daughter, Silke Gotz. Michael’s grandson Patrick also works in the toy business, carrying on the family tradition.

Michael was chairman of White Rose Toys, a buying group consisting of 19 retailers which eventually became one of the founding cornerstones of Toymaster and was also an active member of the Fence Club.

Our thoughts are with Michael’s family and the many friends and colleagues he made in the toy community over his long, illustrious career.

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News

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

It’s been a very busy past month at the BTHA. The BTHA Training Hub hosted two training webinars free to members. The first webinar welcomed a presentation from the Information Commissioner’s Office (ICO) who detailed the key points members need to be aware of ahead of the end of the transition period of the Children’s Code in September. The webinar discussed how the code applies to all major online services used by children in the UK including websites, apps and connected toys. It also includes measures such as providing default settings which ensure that children have the best possible access to online services whilst minimising data collection and use. BTHA members can access a recording of the webinar on the BTHA website www.btha.co.uk.

BTHA members also had the opportunity to hear from Amazon directly on its new product assurance process in a one-off webinar. Members heard from Amazon’s Product Assurance, Risk and Security team which is working to ensure products sold on Amazon meet applicable regulatory standards. Amazon released the new tool which allows it to take more positive action in the fight against unsafe and illegal products. Amazon now requests that all sellers that would like to offer toys on its store will be required to provide genuine product images, or its

Malcolm Cook retires after over 40 years in toys Popular toy stalwart Malcolm Cook has stepped down from his role at Hauck, after representing the brand in the UK market for the past three decades.

Malcolm decided it was the right time to retire, telling Toy World he turned 75 in June, “so I think it’s time to move on.” He has spent well over 40 years in the toy business, starting out at Tonka and moving on to a career which has included prominent roles at Schelhorn Toys and Peter Pan Playthings, where he became managing director during an extremely successful period for the company.

Malcolm left Peter Pan 31 years ago to set up his own business, Malcolm Cook International. A year after setting up the new venture, Malcolm picked up the Hauck account, which he has represented in the UK market ever since. Malcolm commented: “That long association means a great deal to me – as do friendships with customers and industry colleagues.”

Toy World joins with his many friends from across the industry in wishing Malcolm all the best for a long and happy retirement.

packaging showing a CE marking and the EC Declaration of Conformity. Members can view the recording of this webinar on the BTHA website.

Elsewhere last month, the industry got together to help raise funds for the Toy Trust by attempting to cover the globe in distance covered through any activity that was non-motorised. Individuals ran, rode on horseback, walked, swam, cycled, hula hooped, paddle-boarded and kayaked. The distance covered did not manage to circumnavigate the entire globe but did cover all land mass on Earth joined together (with no oceans included) and goes further than Inverness to Auckland. The event is expected to raise in excess of £20,000 for the Toy Trust which will go on to support two carefully selected UK based children’s charity partners – myAFK and HCAG, both of which provide specialist mobility equipment for children who would otherwise not have access to it due to long NHS waiting lists and high costs. Everyone at the BTHA would like to thank all those involved for either participating or donating, it is really greatly appreciated.

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

Obituary: Michael Loveland Toy World was very sorry to hear of the passing of Michael Loveland, who spent his whole career in the toy business until his retirement a few years ago.

Michael, who died in May, was best known for his work at Bandai, where he played a pivotal role in the formation of the UK operation in 1982. Tasked by the Japanese parent company to set up a UK subsidiary, Michael and his brother Nigel successfully established the operation with its first UK office in Guildford. Michael went on to become Bandai’s European marketing director and was part of the team that first brought Teenage Mutant Ninja Turtles to the UK and European markets, having brokered a deal with Playmates Toys. Michael was also instrumental in Bandai becoming the original distributor of the Nintendo range of electronic and video games.

Michael was also involved with both the British Toy and Hobby Association and Toy industries of Europe throughout his career, serving as an active board member in both organisations.

Roland Earl, director general of the BTHA, commented: “Michael was a very popular and influential council member of the BTHA. His thoughts on and assessments of issues were always insightful, and he was hugely respected. On a personal note, I learned a very great deal from Michael about all aspects of the toy sector, which he so loved as I do. Michael was always helpful and generous with his time and always looked forwards, not backwards. I am hugely privileged to have known and spent time with him and treasure my memories of Michael.”

Our thoughts are with Michael’s family, as well as his many industry friends and colleagues.

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Industry Moves Casdon Toys’ Roger Howard retires after 45 years’ service Roger joined the team at Blackpool-headquartered Casdon as an office junior in July 1976, aged just 16, and just a few years later was put in charge of the warehouse and sales office. He has been heading up UK sales since 2000 and has had a rich record at the business, seeing it grow from a UK operation to the international business it is today. The toy company, well-known its range of best-selling role-play toys celebrated its 75th anniversary in June.

Becoming an extended part of the Cassidy family along the path of his career, Roger said he has many fond memories of his time with Casdon: “I have worked with some great people past and present and have watched the company change and grow over the years. I’ve built up some great relationships with both customers and fellow workers and would like to wish all at Casdon the very best for future success.”

Following his retirement in June, he said he was looking forward to getting away on a sunny holiday, once restrictions allow, and enjoying the relaxation.

Phil Cassidy, managing director of Casdon, said: “I would like to take this opportunity to thank Roger so much for his unrelenting commitment and loyalty to Casdon for 45 years. Not many people can say they started a job at 16 and have continued to work in the same business right through to retirement. This is an achievement he should be very proud of. Roger’s hard work over four decades has been instrumental to Casdon’s continued success and we thank him so much for this. He was not only a great employee he has become a friend and family member.”

Anyone who would like to wish Roger well in his retirement can contact him at: rogerhoward20@yahoo.com.

Jeremy Pateman joins toys2market Jeremy has joined toys2market as senior national account manager, starting from 1st July 2021.

Speaking of the appointment, founder James Triptree commented: “I am delighted that Jeremy, with all his toy industry experience, has decided to join toys2market. With his many years in the toy trade, he will be invaluable to the business. Jeremy is very enthusiastic and looking forward to the challenge and taking the fantastic toys2market product ranges we have to market.”

Jeremy added: “toys2market has a great product range which suits many channels of distribution. Having known James for many years, I am very pleased to join the toys2market team in an exciting new venture. With the toys2market team’s combined experience, we have a fantastic opportunity and are very optimistic that our retail partners will be keen to be on board.”

The new company website is now live and interested parties seeking more information can access it at toys2market.com.

Kids International Marketing appoints James Triptree Kids International Marketing has strengthened its sales team with the appointment of James Triptree to manage key accounts.

James is well known across the UK toy trade having managed the Sales Partnership for over 20 years. In his new role, he joins Nigel Deacon (UK sales manager) and McCabe Marketing & Sales, which manages the company’s business in Ireland.

The appointment follows James’ recent announcement of his new company, toys2market, which will provide a broad range of services to toy and games manufacturers and suppliers. James is planning to work with both British and European suppliers who seek representation within the UK. Other services offered by toys2market will include overseeing national and key accounts, and this will be done via a network of agents.

Kim Carter of Kids International Marketing commented: “We are delighted to have recruited James to our team. His detailed knowledge of certain sectors of retail will be of great benefit to us and our customers.”

Kids International Marketing (KIM) recently confirmed it was partnering with Cuckoo Ltd to support local supply of four of its key brands: Quercetti, GeoPuzzle, Chameleon Kidz, and Bubabloon. In addition, KIM markets its successful Pugs at Play brand on an FOB only basis.

Will Abigail sets up WA Agencies Will Abigail has announced that he is setting up a new sales agency, WA Agencies, bringing over two decades of experience to customers.

WA Agencies will cover East Anglia and its neighbouring counties, including Norfolk, Suffolk, Essex, Cambridgeshire, Hertfordshire, Bedfordshire and Greater London. Will is also happy to consider a wider area of coverage if required.

Will started in the toy industry in June 1999 as a trainee buyer at Roy’s of Wroxham, before moving on to Westgate Department Stores from 2006 to 2009. He then enjoyed a brief spell at McColls before joining Jarrolds in 2010.

He moved into the sales side of the toy business in July 2014, acting as maternity cover at John Crane Toys for six months before joining Paul Lamond Games in January 2015. Will then joined Toymaster in September 2015 as development manager, signing a number of new members inside the first 12 months, before joining Marbel/Toynamics in September 2017.

Will told Toy World: “I’m excited to announce that I am taking this next step as a sales agent. I’ve accrued 22 years’ experience in the toy industry on both sides of the fence, and I’m now taking that experience to my customers with a new agency built on honesty and trust. If anyone wants to find out more, drop me a line – I’m happy to help.”

Will can be contacted on 07955 283 490 or will.abigail@yahoo.co.uk.

Toy World 18

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Marketing World Little Tikes launches ‘Let Them Play!’ summer campaign

IMC Toys signs second Nickelodeon partnership deal for Cry Babies Magic Tears IMC Toys has signed a content partnership with Nickelodeon for the second year following the success of its 2020 Cry Babies Magic Tears collaboration.

The partnership, first launched last September, includes the broadcasting of Cry Babies Magic Tears commercial short form episodes, linear content and a digital hub on Nick Jr. Kick-starting with the Cry Babies Magic Tears Fantasy animated series, this was closely followed by spring 21’s Tutti Frutti series, and a fourth series will air this summer to pre-empt the new autumn/winter Cry Babies Magic Tears Storyland range.

Designed to reinforce brand awareness and engagement, the Cry Babies Magic Tears content will continue to stream simultaneously across the Nickelodeon network in commercial airtime, and IMC Toys’ official digital and broadcast channel, Kitoons. The partnership will reach over one million kids in the UK, across touchpoints including P-T-V TV, a dedicated Cry Babies Magic Tears digital hub linked to NickJr.co.uk and extend to Nick Jr.’s social channels.

“Cry Babies Magic Tears remains one of our strongest performers within the business portfolio, and the collaboration with one of the world’s leading kids’ entertainment brands perfectly illustrates our commitment to investing in and growing the brand,” said Kerry Tarrant, IMC UK marketing manager.

Due to the huge success of the Cry Babies Magic Tears commercial partnership, IMC Toys and Nickelodeon are also embarking on a joint venture for the VIP Pets brand following a successful pilot launch at Easter. Season one of the VIP Pets animated series is now airing across Nick Jr. and will be supported by a dedicated VIP Pets hub on Nickjr.co.uk. A second series will launch during the autumn with a 13-episode run.

Beyond the partnership with Nickelodeon, a programme of traditional, sponsorship, digital, social and influencer-led campaigns are scheduled to support the new autumn/winter product launches.

Ahead of the summer season, Little Tikes unveiled a heavyweight PR, marketing, TV and digital advertising campaign that celebrates the art of playing outdoors with its core products.

The Let Them Play! campaign began over the first May bank holiday with a burst of Instagram content using the influencer content creation platform Tribe, which reached an audience of over 750k. This activity was amplified with ‘31 Days of Play’, a daily Facebook giveaway, hosted on the Little Tikes UK page throughout the month of May, which drove audience engagement from fans attempting to win items from the core summer line.

The first weekend in June saw a social media spike thanks to Instagram content from celebrity dad Adam Thomas, who partnered with the brand to show how he makes the most of his garden with Little Tikes toys. The post, shared with Adam’s audience of 1.5m, encouraged users to comment on how many of them still owned their first Cozy Coupe, and precedes a number of impactful PR and social media spikes taking place across July and August that will encourage families across the UK to play, have fun, explore and discover. All social activity has been grouped under the #LetThemPlay hashtag.

Michelle Lilley, head of marketing at Little Tikes UK, said: “We’re currently enjoying strong sales across our outdoor lines and it’s been great seeing how popular some of our new products have been already. We know the British weather can be unpredictable, but we’re noticing people have snapped up outdoor items much earlier, ensuring they are prepared for the sunnier days that await us.”

All PR activity, including another Tribe campaign due to launch ahead of the summer holidays, will be underpinned by an extensive digital advertising programme which will run throughout the season. A robust TV campaign which began in March and continued throughout June also mirrored this messaging.

Melissa & Doug debuts Timeless Toys Endless Possibilities brand campaign Known for its thoughtfully designed wooden pretend play toys, developmental products, puzzles and crafts, Melissa & Doug believes passionately in championing the benefits of kid-powered play. The brand views its ‘Timeless Toys. Endless Possibilities’ campaign as a way to further support parents and others in helping children see the wonder in the everyday through the world of Melissa & Doug.

The campaign, which aired for the first time in early June in both the US and the UK, aims to reach parents who are searching for a simpler, but still engagingly fun, kind of play for their children.

Melissa & Doug has grown its global brand awareness thanks to word-of-mouth recommendations and the long-lasting quality of its products, but says the new campaign gives a voice to the brand in a way consumers have not seen before. For parents unfamiliar with the brand, the campaign introduces them to its mission and the products in its assortment. The campaign launched on Amazon, Hulu and YouTube, as well as social platforms including Pinterest and Instagram.

“With this campaign, we’re hoping to reach even more families with our message about the power of open-ended play,” said Bridgette Miller, global head of Marketing at Melissa & Doug. “We know parents are always looking for those screen-free options that make learning more fun and tangible. We aim to be a resource for parents by offering healthy, hands-on toys that actively engage kids’ imaginations.”

The creative for the new campaign, developed by Edelman New York, evokes feelings of magic and wonder as it follows a young girl through her day taking inspiration from the scenes she views from her window, then creatively incorporating them into her own play.

Toy World 22

Marketing World PlayMonster launches summer campaign for My Fairy Garden

Rubies unveils new Hello Summer campaign This summer, Rubies is inviting consumers to make up for lost time with friends and family by celebrating belated birthday parties, stag or hen-dos, Pride and more. With the hashtag #everyexcusetoparty, the British public can also welcome back holidays with Rubies’ staycation and festival-ready costumes, or engage little ones with Rubies brandnew online summer camp, Camp Kindness.

With an eye firmly on making the most of summer, Rubies’ new releases feature officially licensed costumes from a wide range of new properties, suitable for all age ranges. From the deadly assassins of Marvel’s Black Widow cinematic release to the iconic Space Jam: A New Legacy kit, Rubies offers something to excite everyone. The company’s Horrid Henry costumes will also feature alongside a fun competition running in conjunction with the release of the new Nintendo Switch game.

Mike O’Connell, Rubies COO, commented: “We can’t wait to launch our new Hello Summer campaign this July.

It’s understandably a very exciting time in people’s lives right now, as the world opens up again and people start to celebrate with those closest to them. Rubies is synonymous with unforgettable party experiences and, as an industry leader, we act as a positive role model to the kids and adults that wear our costumes. Kindness, friendship and togetherness are imperative to our company values and ethos, and we want to encourage these amongst our consumers with the introduction of our virtual summer camp.”

Rubiesworld.com will be the home of Camp Kindness, the company’s new virtual summer camp. This new website will focus on celebrating everyday acts of kindness; consumers can enter a competition by submitting acts of kindness or good deeds they have witnessed and voting for their favourite. The winner will be announced on 22nd August and will receive the Ultimate Party Bundle from Rubies, allowing them to throw a character-themed party for all their friends.

Magic Box poised for August release of SuperThings Kazoom Kids SuperThings Kazoom Kids launches 20th August 2021. For the first time ever, the power of the Kazoom has been passed to the humans of Kazoom City, turning the children into Kazoom Kids with SuperThing hero and villain powers. New heroes and villains will be unleashed in the form of 80 new collectible characters, a range of accessories and a toy line.

Kids can expand their SuperThings world with the all-new 90p blind bags, some of which contain rare gold and silver characters or the Ultra Rare Sparky, adding to the collectability. There will also be eight Super Jets to collect complete with a pullback function.

New to the series are Kazoom Kids characters. The six 5” figures, each with secret weaponry, also come with their SuperThing alter ego. Kids can choose between ice cream, pizza, trash, starberry, pinata and candy as they build their Kazoom team. The Kazoom kids can also travel around Kazoom City in the Super Jets.

Magic Box has also developed value-added packs including the blister 4-pack and 10-pack, a Starter Pack and the Mega Pack. Complementing the collectible series will be a toy range designed to enhance the world of SuperThings for fans. The Cactus Team and Balloon Team play sets contain an exclusive Kid Kazoom, three exclusive SuperThings, a Spike Roller Vehicle or Balloon Boxer vehicle, and two Side Car Blaster Jets. The ultimate transformation station, the Training Tower play set lets collectors train their Kazoom Kids to fly, shoot, box and fight like SuperThings, and includes lights and sounds for added entertainment.

The launch of Kazoom Kids will be supported by an extensive marketing and PR campaign, including a 1,000+ TVR TV advertising programme, a strong social media presence, plus in-store theatre and merchandising options to support retail partners. In addition, a specific You Tube advertising campaign will launch on 20th August with an expected 10m+ impressions. New Kazoom Kids webisodes will also launch on the SuperThings YouTube channel.

To learn more about SuperThings Kazoom Kids, visit https://www.superthings.com.

Toy World 24

PlayMonster has launched a major marketing campaign for My Fairy Garden, encouraging children to help care for nature in their local communities. #Fairiesfornature will encourage kids to be part of a team of mini brand ambassadors.

‘Fairies’ will be challenged to look after nature in their community, completing tasks designed to give wildlife the best opportunity to thrive.

The campaign, which launched in June, saw over 20,000 activity packs, including wildflower seeds, distributed throughout primary schools and through digital and social platforms. Aside from planting wildflowers, challenges for children to complete include litter picks, de-weeding, building hedgehog homes and creating a bird feeder. Since the launch of the campaign, over 10,000 families have visited www.myfairygarden. co.uk to download the free digital Fairies For Nature Activity Book.

TV personality Ferne McCann and daughter Sunday supported the campaign across Ferne’s social channels where she has 2.6m followers.

The My Fairy Garden website will be used as a key resource for the campaign throughout the summer months and traffic will be driven to the Fairies For Nature landing page where families are able to sign up and receive the free downloadable activity book. Traffic will continue to be driven through PR, social and digital advertising as well as blogger and influencer outreach.

Throughout the campaign, children and parents are encouraged to share their stories across social media using the hashtag #Fairiesfornature and upon completing five tasks will be crowned a My Fairy Garden Fairy For Nature. All Fairies For Nature will be entered into a draw to win one of 250 prize packs to welcome them as an official ambassador, complete with fairy wings, certificate and product from the My Fairy Garden range.

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Q&A

Generation Media

Evolving opportunities at Generation Media, a leading marketing, media and communications agency specialising in reaching children, families and young people across the globe, certainly hasn’t slowed down over the past year. Recruitment continues apace, new tools and technologies have been added to the existing service offering, and, as MD Lisa Morgan explains, it’s now all hands on deck for the second half of 2021. Rachael Simpson-Jones spoke to Lisa to find out more.

Midway through 2021, and with the UK now opening back up, what kind of position does Generation Media find itself in?

We’re all feeling very positive about the route forward out of lockdown. We are looking forward to getting back together in the office, meeting up with colleagues and friends as well as our clients and supplier partners. I’m exceptionally proud of how our team has navigated the pandemic; everyone has pulled together and embraced some totally new ways of working that are likely to continue even when we are back in the office. We look forward to rewarding the team for its efforts and energy with a schedule of summer events including away days, training events, socials and more.

Our focus remains on meeting the needs of our clients, and they are looking to evolve strategies more than ever, which is exciting. Many toy clients have previously taken quite a traditional approach to marketing, but the pandemic has encouraged people to be more innovative and look for new opportunities in places they may not have considered before to keep pace with the changing landscape.

Has the team been bolstered with new appointments? What do these people bring to the company?

We’ve not slowed down on our recruitment at all.

One of our first appointments following the initial lockdown was Felix Lewis, our business director of digital. He’s come in and helped evolve our digital offering. Felix’s was a well-timed appointment.

With the acceleration we’re seeing in the digital space, we needed someone with his skills and expertise to help us navigate the changes we had to

make as a business. He’s had a big impact already, despite only being with us a short amount of time, and he’s looking forward to meeting clients face to face in the months ahead.

Generation Media has also invested in the Entertainment team, which is headed up by Greta Bisetto-Donelan. Lockdown meant we really had to pivot our Entertainment strategy. It had previously been very focused on cinema distribution, which of course dropped off during the pandemic. In response to this, we’ve added two new members of the team who have capabilities in production and channel management, and it’s great to have them on board. The team has gone from strength to strength, expanding the number of services we can offer our client base to provide what is now a full service offering.

One of the things we’re known best for within our industry is developing young talent. We took on five new graduates during lockdown, either as work placements or full-time members of the team. I can’t imagine how difficult it must be to start a new role under these circumstances. It would be challenging enough as an experienced business person, let alone with no work experience whatsoever. Seeing these guys join the team, and how quickly they’ve begun performing at such a high level, has really been something to witness.

We’re still going strong with appointments too.

The recruitment landscape is slightly different currently, but we always look to bring on additional graduates for Q4, when buying takes place, and we’re also looking at bringing on another digital manager. While our sister agency Giraffe Insights looks after our proprietary research needs, we’re looking to recruit a research and development

Toy World 26

manager to Generation Media to help us maximise on our use of the numerous industry tools we have in place.

What impact has the pandemic and subsequent lockdowns had on the kids and family media space?

The school closures were one of the biggest things that happened at the start of lockdown, and everyone’s assumption was that TV ratings would soar as a result. We saw a bit of that, alongside some changes in viewing patterns; Milkshake! has always been a very strong slot, but with families getting up later in the day it lost out to other players. However, lockdown prompted an uptake of new technology that immersed people in new areas of the digital space, changing consumption habits in line with the tech available. The big winners, as we all know, were TikTok and YouTube. TikTok was already a couple of years into its launch, but the pandemic couldn’t have come at a better time. The same goes for Disney+; I don’t think that platform’s numbers would ever have reached the levels they’re at now at if it weren’t for the fortuitous timing of lockdown.

Despite the shift towards the digital space, TV still offers two major advantages: firstly, it remains the cheapest way to reach kids (just), and secondly,

Q&A

Generation Media

it’s the most effective way to reach a target audience en masse in a short timescale. The numbers don’t lie – we can reach 50% of an audience quickly and cost effectively with a TV campaign. Securing the same reach in a digital environment, while perfectly possible, would be much more costly.

Having said this, we are working with clients to evolve strategies that can navigate the evergrowing consumption of digital platforms, as we have been for the last 12 years. Whilst digital was something we had to pro-actively sell in as part of plans before the pandemic, client (and retailer) demand has grown. This is where our proprietary tools come into play, ensuring the correct mix and measurement of cross media planning based on real world insights.

How has Generation Media reacted to this? Have you introduced any new services, technology or tools?

As I touched upon earlier, our biggest reaction has been to pivot the Entertainment team away from cinema. We took a step back and asked ourselves how best to utilise the Entertainment team for our clients, and we now have a vast array of services to offer. Cinema and events couldn’t take place for a long time during the pandemic, so now the team is focused more on content management and strategy development, as well as production across YouTube, TikTok and more.

We also launched the Generation Media Academy. The company wanted to assist the industry and its clients during furlough and market closures, and this weekly training programme, hosted by our talented team, did just that. It was a lovely opportunity to connect with people and give something back. The Academy is something we will continue to run even when things are back to normal; we’re hoping Felix will be able to host a face-to-face on the cookie-less world once cookies disappear from online, which he wrote about in your June issue. We all need to be aware of this upheaval so we’re ready for the future. As a business focused on childrens advertising, we are well positioned for these developments as much of what we do already is contextual to ensure compliancy.

Generation Media has always benefitted from a media mix modeller, The Media Aggregator.

We extended this proprietary tool with a cross-

coverage calculator called Jigsaw that lets us show clients what their TV, YouTube and VOD investment is delivering for them from an audience perspective.

We’ve always worked in eCommerce, but we saw rapid acceleration in the requirements for this from our clients. In response, we’ve implemented a new acquisition tool which has really helped to drive down ACOS rates for clients active on Amazon, as well as giving insight into the organic search side of the platform too.

Most recently, as our clients will be aware, we’ve altered the way we do our digital billings.

Our new systems help us streamline the billing process and provide even more accurate campaign management as spends continue to grow.

Do you think we’ll see the lasting impact of the pandemic in this space for years to come?

The changes we’ve seen were always going to happen; all Covid has done is accelerate what we were already planning for, meaning our 3-year roadmap has become a 1-year roadmap.

Consumers have discovered new technologies and ways of doing things, and many will want to stick with them. At the same time, some will welcome back a few of the more traditional elements into the mix.

In March, Gen Media announced the opening of a dedicated German hub.

How’s that going?

Really well. The challenges presented by Covid and Brexit haven’t held us back, although you could argue it was a surprising year to be taking our first big step into the European market. We’d already been trading directly in Germany for seven years; Anja Schuh, our country manager, is an ex-client of ours – she was the GM of Vivid in Germany – so it’s fabulous for us and our clients to benefit from her experience. We’ve secured two high profile clients in the German market since March, bolstering the entertainment, toy and fashion brands we’re already running directly through central management from the UK office.

Are there plans in the pipeline to increase your international presence further?

We’re seeing high demand for our centrally managed global services, and we are toy experts alongside all the other categories we’re involved

Toy World 28

in. Moving horizontally into new markets therefore makes sense for us. We’ve spent 10 years establishing strong, committed relationships with our agency partners and it’s important we utilise the expertise that we’ve built up together, which will allow us to accelerate more quickly into those markets. It’s something of a ‘watch this space’, but I can say for sure that our sights are firmly set on global expansion.

What does the second half of this year hold for Gen Media – what’s your strategy?

Our strategy has always been to offer the best services to our clients, and the best training and development for our people. Whilst the first half of our year is focused on planning, the second half is focused on the delivery and implementation of our commitments, meaning it’ll be all hands on deck once we’re back in the office for the buying season.

What would be your biggest three takehomes from what you’ve learned over the past 12 months?

Agility and flexibility have always been an important part of our business, but the past year has highlighted just how crucial these attributes are. When Covid hit, the fact we could pivot and adapt so quickly was of enormous value to our clients and we were proud to be able to do so.

Secondly, I always knew we had an amazing team but now I think they’re even more amazing.

Look what they’ve managed to achieve in the past year. Generation Media is a very people-focused business but during the pandemic we’ve taken that one step further. We’re committed to recognising and rewarding that effort from our team in the months ahead.

Finally, I am sure I am not alone in saying I have been through a process of self-discovery during the pandemic which has allowed both myself and the business come out even stronger as the leading experts in childrens’ marketing.

In closing, I’d really like to thank all our partners, friends and colleagues for their continued support.

Without everyone involved in our business being there when we needed them to be, we wouldn’t be able to tell our good news story. I feel very privileged to be part of an industry filled with inspiring, amazing people that I get to work with every day, the Toy World team included.

Licensing World Hunter Price adds CoComelon to its expanding portfolio Hunter Price International has welcomed Moonbug Entertainment’s hugely popular pre-school brand, CoComelon, to its family of brand partners.

A three-year partnership has been secured with CoComelon, which has been engaging and exciting toddlers across the world since it first appeared on the scene. The collaboration will see Hunter Price develop a collection of products across various categories, from outdoor games to inflatables and potty-training aids. Products from the launch collection, including the CoComelon school bus ball pit, magnetic scribbler, soft blocks and hand puppets, will be hitting some of the UK’s top retailers from this summer.

Further development is also underway on products including paddling pools, inflatables and busy boards that will keep kids both active and entertained.

Jeremy Winburn, commercial director at Hunter Price, commented: “CoComelon has over 100m subscribers on YouTube and - like most households with young children - it has fast become a favourite in our family. It’s one of the hottest licences in the world right now and we believe it will continue to be for years to come, so we’re really excited to be working with Moonbug on the strong product lines we’ve secured. We’ve already had some great feedback from retailers on our launch collection and we’re well underway with phase two, which we’re confident will be a huge hit for next summer.”

To support the launch of its CoComelon collection, Hunter Price will be working with its retail partners across all marketing channels including digital, PR, social media and in-store support to engage consumers and raise awareness.

For further information regarding Hunter Price’s CoComelon offering, please contact sales@hunterprice.co.uk.

Hey Duggee joins Redan’s Fun to Learn magazine line-up

Sega Europe announces new Sonic the Hedgehog merchandise collection Sega Europe’s brand licensing team has revealed an array of new licensing deals for Sonic the Hedgehog to help celebrate three decades of the game and tie in with the highly anticipated film sequel, Sonic the Hedgehog 2, and new Netflix series Sonic Prime, both slated for 2022.

Sega Europe has teamed up with Wow! Stuff, on its new award-winning Wow! Pods range, which will feature light-up characters from the Sonic universe, housed within ingeniously designed interconnecting display cases. A new deal has also been inked with HoloToyz, which will launch a range of stickers, decals and temporary tattoos embedded with augmented reality technology which can be brought to life via the free HoloToyz app. Long standing partner First4Figures will also be launching a new, limited edition 30th anniversary resin statue.

Other Licensing deals include bedding from Character World and gift sets, drinkware, electrical accessories, games and puzzles and Christmas decorations from Fizz Creations. Moonpig has already launched a successful series of personalised greetings cards. The Sonic licensing programme is expanding into food & beverage with celebration cakes from UK-based Finsbury Foods and G Fuel’s Sonic branded energy drink arriving from the US to UK shores soon. Sega Europe is partnering with Moor Art Gallery for a series of exclusive screen-printed poster art and 30th anniversary commemorative enamel pins, all slated to launch later this year. Sonic’s existing fashion & lifestyle business is also set to expand with new collaborations including a capsule collection from high-end fashion designer Marc Jacques Burton.

“This is a momentous year for Sonic the Hedgehog and his fans, and we are incredibly proud to be partnering with so many leaders in their field across such a diverse range of product categories,” said Jason Rice, director of brand licensing at Sega Europe. “Our partners list will continue to grow throughout the year so look out for more exciting announcements in the near future.”

For more information visit Sonic’s 30th Anniversary website at www.sonic30th.com

The UK’s leading independent children’s magazine publisher, Redan Publishing, has added Hey Duggee to its trusted Fun To Learn range. Joanne Ellis, marketing & licensing manager, told Toy World: “Redan has waited patiently for the last few years for a chance to license Hey Duggee, and couldn’t move swiftly enough when the opportunity arose at the end of 2020.”

The new Fun To Learn Hey Duggee magazine will launch on 21st July in the UK, joining an enviable portfolio of popular Redan pre-school standalones including Fun To Learn Peppa Pig, Fun To Learn Peppa Pig Bag O’ Fun, Fun To Learn Bing and Fun To Learn The Adventures of Paddington.

Aimed at children aged 3-5, each issue of the Fun To Learn Hey Duggee magazine re-tells a popular Hey Duggee story, cleverly interspersing a stimulating mix of fun activities that link with the theme. Content will include stickers, crafts, recipes, games and gifts, all of which will be specifically aimed at nurturing key learning skills.

Fun To Learn Hey Duggee, like the other standalone magazines in the Fun To Learn range, offers other licensees an engaged and targeted audience where children (and often adults too) develop their affiliation to, and fondness of, particular brands.

The experience of completing activities with much-loved characters encourages openness to further extensions of each brand, providing ideal opportunities for promotion and advertising of other licensed consumer product.

Whilst advertising needs to be limited in a children’s publication, Redan does offer a few traditional advertising slots in each issue of its magazines. Readers are advised to act swiftly if they would like to find out more. An alternative is to offer product as prizes, which is a low cost and effective promotional tool. Competition give-aways regularly feature and offer all readers an opportunity to win. Other options include being a prize sponsor on a club page, selecting and rewarding readers with a prize for crafts, pictures or letters they have sent in.

For more information on Redan’s magazines visit www. redan.co.uk, and for further details on advertising, promotion and competition opportunities, contact marketing@redan.com.

Toy World 30

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SIMBA SMOBY TOYS UK

Company Profile

Import Services

First port of call Delamode International Logistics, trading as Import Services, is delighted to announce the opening of a £23m extension to its distribution centre at Southampton container port.

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he conjoined distribution centre has been designed to BREEAM ‘Excellent’ sustainability standards, in close collaboration with port owner ABP and construction partner Midas Construction.

Ground was first broken in January 2020. Over the past 18 months, through challenging times, this impressive new facility has been constructed within just 200 metres of the deep-sea container berths operated by DP World, at the epicentre of the thriving port of Southampton.

The port-centric location and close proximity to the berths ensure that the company’s operations can facilitate the tremendous growth in demand for scale and efficiency at this prime location, and can continue serving the largest deep-sea container ships trading between the Far East and UK. Mike Thomas, client services director at Delamode International Logistics, commented: “Our new distribution hub is adjacent to the deepsea container berths, providing us with unrivalled access for stock intake, order processing and speed to market, direct to the point of demand.”

The new hub also doubles pallet storage capacity to a total of 65,000 slots, extending over half a

million square feet.

Combined with the operational increase in capacity, this facility also provides open plan office space over three levels. The space includes wellbeing facilities for visiting truck drivers and group services accommodation to meet the synergy Xpediator is generating, creating the first of several planned centres of excellence. These are designed to deliver innovative logistics services via talented teams, enabling forward thinking clients to meet the new world of logistics head on.

The new port hub comprises: • A n additional 200,000 square feet of space plus two-tier mezzanine floors • 3 3,000 additional pallet spaces, boosting total capacity in this location to 65,000 pallets • 2 4 dock-levelling container/trailer doors to manage simultaneous operations of both rapid container discharges and trailer loading • V NA racking with the latest technology, improving put-away and pallet retrieval cycles • A £2.5m roof mounted solar panel installation, now the largest in the UK; the panels also more than double the existing solar power generation of the port

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The additional solar panels augment the existing array and reinforce Import Services’ commitment to environmental sustainability.

“Reducing the amount of carbon generated in supply chains has been front of mind in our planning,” Mike adds. “We know port-centric activities reduce supply chain emissions by up to 20%. Cutting empty container running miles inland, and using loading back-haul trailers with retailers, improves this position further. The portcentric model facilitated by this new distribution centre will allow us to take important steps forward in tackling time, cost and carbon - the three key components of supply chains - as we head into a new world of logistics.”

The compelling business model Import Services has pioneered particularly resonates with the toy and games industry. The fundamental understanding of retail logistics, combined with the addition of fast paced direct-to-consumer eCommerce, has resulted in an evolution of both technology and service offering. It’s not just overall capacity that needs to be addressed; Import Services is creating portals of dynamic information flow for its clients 24/7 via its cloud-based systems and is raising the game by investing in the latest

product handling equipment. The latter is being undertaken with a strong focus on training and providing opportunities for the company’s talented and knowledgeable teams.

The toy and game sector demands knowledge and bespoke services, from pre-retail preparation to Amazon integration. Import Services’ experience ensures clients receive the very best service, whether they are based in the US, Continental Europe or the UK. The demand for bonded warehousing has increased with Continental Europe in mind; Brexit has impacted supply chains across many sectors.

Three years ago, however, Import Services forged a very close partnership with a selected Dutch 3PL to plan the provision of shuttle services, ensuring supply chains would remain open from January 2021, when Brexit finally took effect. This plan enabled Import Services to store and process orders under bond in Southampton and convey picked orders to clear at its corresponding facility in Holland for onward EU- and Continental-wide delivery. The positioning of bonded warehousing, and AEO accreditation with subsequent cash flow benefits, has driven the success of this compelling proposition in the post-Brexit era.

for our target market is the green future we are all looking for.”

With all the excitement of the new hub opening, Import Services is also undergoing a name change - many people will be seeing the Delamode International Logistics logo for the first time.

Mike notes: “We have been part of Xpediator Group Plc for three years, but it’s now the right time to harmonise brands and take the opportunity to move forward together, under one banner, with this great new development.”

Robert Ross, CEO of Xpediator, added: “We share the same values and aspirations across the group, so it makes good business sense to adopt a single entity. This helps all our clients recognise us and lets them see the breadth of the services we offer.”

Brexit is enabling Import Services to extend its reach to Xpediator’s other European services.

The relationship with its Dutch partner is key to facilitating this exciting development. The company’s shuttles, which carry picked orders from UK based bonded sites, have been welcomed by clients as a great example of how Import Services finds practical solutions to complex situations, and reinforce its focus on client service.

Current and new clients are already announcing their interest in the new development. David Allmark, executive advisor to Just Play, says: “We have been in dialogue with Import Services for some time regarding its expansion plans at Southampton Container Port. To see this milestone development come to fruition is exciting and reinforces our decision to select Import Services as our logistics partner to underpin our ambitious growth plans.”

David continues: “What appeals to us, in addition to the port-centric hub and known retail logistics knowledge and experience, is the drive to cut carbon emissions along the supply chain, which

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NPD Insight

When the sun shines on the UK toy market This month, Rory dons his sunglasses to discuss how the weather in the UK really affects sales of outdoor toys categories and whether new trends are emerging.

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t the time of writing this article, the sun is shining and we have just had a solid couple of weeks of good weather in the UK, though this good spell has followed the wettest May since 1967. The last couple of months highlight the unpredictability of the UK weather, which makes it a perennial challenge to predict trends in the toy market over the summer months. The assumption is that good weather helps toy sales over summer, and this leads to a rise in outdoor and sports toys in the UK. But is this necessarily the case and has the Covid period in 2020 changed the way consumers think about outdoor toy sales? We saw huge growth for these types of items in early summer of 2020, when the emphasis was on getting children outside as much as possible during the lockdown period. This column looks at what this means for outdoor categories in 2021 and examines the NPD Pools trends.

EPOS data to uncover warm weather

last year was from playground equipment and pools, big ticket items which helped get kids outside in the garden during the sunny days. We also saw increases for the year across several outdoor based subclasses, ranging from scooters, bikes, water and sand toys and ride-ons. Interestingly some outdoor categories saw significant rises in the latter part of the year too, very much in the colder months. The value spent on playground equipment rose by +51% in Q4 2020, with parents potentially driven by the second lockdown and using the garden even in the colder weather. Similarly, the No.1 outdoor category in Q4 was skates/skateboards and scooters, with parents possibly looking for quick and healthy ways to travel to school during winter.

Top Growing Categories – June Half Term

Rory Partis

Director UK Toys & EuroToys NPD of -£26m vs. 2020. But it is worth pointing out that the month of May accounted for over half of that loss, which was a very wet month. This was when we also saw a lot more relaxation in restrictions, giving families more options to entertain their kids. But the latest week of data, which happens to be a very sunny half term week, reveals big indicators of optimism for the summer.

The outdoor category was +89% in half term week in June 2021, and this also helped the total market to trend of +16%. With lots of sunshine, this week was comparable in size to the biggest week for outdoor toys So, we know that some good weather coupled with a in 2020, with over £14m being spent on the category. need for outdoor items during lockdowns helped sales Another positive for this week was the rise in other in 2020. But whatOutdoor impact will this have onlead 2021?the As we categories growth for the first June in 2021 categories too.week There of is interesting growth for several £3,269 started the year in another with schools once add over £4m to the market for the week.

Pools andlockdown, Playground Equipment games categories in that week, with strong growth again £1,320 closed, the outdoor part of the toy market had a The outdoor and sports toys supercategory is a big Playground Equipment coming from the travel games category, with +78% very strong start. Before the schools returned on March part of the UK market; over the last few years it has been Pools £3,269 Water/Sand Toys & Acc £855 growth here potentially indicating the popularity of 8th, outdoor and sports toys were growingEquipment +27% vs. around 12-13% of the overall toy market value. 2020 saw Playground £1,320 these items as families holiday within the UK. The Sport Activities & Games £765 the same period in 2020. The top performing a big rise in outdoor toy sales with +15% growth on the Water/Sand Toyscategory & Acc £855 strength of this week may be an indication that, with Trading Cards/Collectible was playground equipment during this period, once prior year, driven by strongStickers sales in the second quarter Sport Activities & Games £474 £765 some good weather for the next couple of months, we TradingofCards/Collectible Stickers again showing that in times lockdown parents value of 2020 whilstMiscellaneou the UK was in lockdown. good £474 s Toys With very£447 could see a strong summer for toy sales. With families Miscellaneou £447 the opportunity to get their kids outside, even sinToys cold weather in spring and early summer, there was a perfect spending their time in the UK and the possibility that Strategic Trading Card Games £406 Strategic Trading Card Games £406 temperatures. Once the schools went back, we saw the combination which meant that outdoor and sports toys the European football championships and Olympics Bubble Toys/Solution £357 Bubble trend for outdoor toys turn negative pretty quickly. In grew by +42% in Q2Toys/Solution compared to the prior year,£357 adding may drive sports-based toy sales, let’s hope the summer Traditional Plu sh £339 the period from early March to mid-June, the outdoor around £35m toTraditional the market inPlu those alone. sh three months £339 months are filled with sunshine.

Water Blasters £319 category has dropped -23% in value, which is a decrease Some of the biggest increases over this period in Q2

Outdoor categories lead the growth for the first week of June in 2021 Pools and Playground Equipment add over £4m to the market for the week.

Top Growing Categories – June Half Term

Top Growing Categories – June Half Term

Outdoor categories lead the growth Water Blasters £319 for the first week of June in 2021 Value Change £K Pools and Playground Equipment add over £4m to the market for the week.

Value Change £K

Pools Playground Equipment Water/Sand Toys & Acc Sport Activities & Games Trading Cards/Collectible Stickers Miscellaneou s Toys Strategic Trading Card Games Bubble Toys/Solution Traditional Plu sh Water Blasters

nt classification: The NPDClient/Third Group, Party Inc. Confidential | Proprietary

Document classification: The NPDClient/Third Group, Party Inc. Confidential | Proprietary

£3,269 1

£1,320 £855 £765 £474 £447 £406 £357 £339 £319

Top Growing Categories – June Half Term

Outdoor categories lead the growth for the first week of June in 2021 Pools and Playground Equipment add over £4m to the market for the week.

Value Change £K and confidential

1

Source: The NPD Group | UK Retail Tracking Wk 23 2021 vs. 2020

and confidential

Document classification: The NPDClient/Third Group, Party Inc. Confidential | Proprietary

Source: The NPD Group | UK Retail Tracking Wk 23 2021 vs. 2020

and confidential

Pools Playground Equipment £1,320 Source: The NPD Group | UK Retail Tracking Wk 23 2021 vs. 2020 Water/Sand Toys & Acc £855 1 Sport Activities & Games £765

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£3,269

To monitor what’s happening in the ever-changing toy market, NPD collects point-of-sale information from all major toy retailers. This information, combined with our analysts’ industry perspectives, delivers a comprehensive view of what’s selling and where. We also field over 12m consumer surveys annually to help industry leaders understand why consumers shop where they shop and why they buy what they buy.

For more information visit www.npd.com. Follow NPD on Twitter @npdgroup.

Item Progression:

Lego Minifigures have been a mainstay in the toy market now for a number of years and the latest Looney Tunes licensed range was the No.3 value item in the total market for the month of May. It’s the No.1 item in Building Sets for May at an average price of £3.49, ahead of an item at No.2 which is £223 and the No.3 item which is £59.64.

Property Minifigures Looney Tunes Asst

The Lego Group

April rank #

May rank #

912

3

Fastest Gaining Properties

Fastest Growing Properties in Toys

Pokémon, Star Wars and Barbie are the top 3 gaining properties in 2021

ties

Sales Gained £M

e top 3 gaining properties in 2021 Pokémon

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£3.6 £3.5 £3.5 £3.3 3.0 .8 7

Star Wars Barbie £7.7 World Soccer £5.0 £4.7 Lego Star Wars Nintendo Lego Technic 5 Surprise Minecraft Lego Super Mario Source: The NPD Group | Retail Tracking Service | YTD May 2021 vs 2020

£7.7 £5.0 £4.7 £3.6 £3.5 £3.5 £3.3 £3.0 £2.8 £2.7

Fastest Gaining Properties

Pokémon, Star Wars and Barbie are the top 3 gaining properties in 2021 The top growing property in the UK toy market so far this year is Pokémon, with 2021 being the 25th Sales Gained £M anniversary year for the popular licence. Just over 80% of the sales are in Strategic Trading Card Games, with the next largest category being Action Figure Collectibles. Star Wars has added around £5m£7.7 so far in 2021, Pokémon and the Mandalorian Star has accounted for around 30% of all Star Wars sales so far this year.

World Soccer also Wars £5.0 appears in the top growing properties for 2021; with the European football championships now starting Barbie £4.7 and sticker sales growing, we should see this property do very well in the month of June too.

World Soccer £3.6 Lego Star Wars £3.5

Source: The NPD Group | Retail Tracking Service | YTD May 2021 vs 2020

ent classification: The NPDClient/Third Group, Party Inc. Confidential | Proprietary

and confidential

Nintendo Lego Technic 5 Surprise Minecraft Lego Super Mario

Working Together to Keep Bad Toys Away Document classification: The NPDClient/Third Group, Party Inc. Confidential | Proprietary

and confidential

£3.5 £3.3 £3.0 £2.8 £2.7 Source: The NPD Group | Retail Tracking Service | YTD May 2021 vs 2020

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Talking Shop

Shop, collaborate and listen Sam Giltrow caught up with independent retailers to find out what’s bringing in customers at the moment and how they are finding trade as we hit the summer months.

Tom Popple The Toy Planet, Wantage

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e have spent the past few months trading from our new, bigger store in Wantage and business has been really great.

The original store was set up in 2017, when myself and my business partner Steve Taylor joined forces. Steve had been selling vintage toys from a small shop in Wantage; I became a customer of his and fell in love with what he was doing. My background was in wholesaling video games, and we combined out expertise to start our first shop, with both new and pre-owned stock, mostly Lego, video games and collectible toys.

Over Christmas 2020, we upgraded to the new shop in Wantage and when we were allowed to re-open the following April, we moved into the 2,300sq ft premises. We had outgrown the previous location and were looking to expand the business, but what tipped the balance was the Bounce Back Loan from the government. We used that to invest in fitting out the new place. Maybe it was a bit of a risk because of the lockdown, to take on a shop that was three times the size and price, but it has proved to be beneficial. As well as expanding our offering, we have also taken on extra staff because of the move.

Lego is extremely popular, and we have built up a wide consumer base in the area. Lego Star Wars, Harry Potter, Lego City and Speed Champions ranges are probably our biggest sellers. As well as stocking the latest ranges, we sell pre-owned Lego sets and parts, which offers an extra service to enthusiasts. We have a tie-up with the recycling centre in Oxfordshire that intercepts discarded toys destined for landfill, which is beneficial for the environment and for us. We buy used Lego by weight, which we use to rescue sets with parts missing and make up sets, otherwise we sell it in our pick and mix.

When the shop was closed over lockdown, we continued selling on online marketplaces and our own website. All Lego sets saw a massive spike as people turned to construction toys while they were at home; demand was sky-high.

Our other main area of focus is collectibles. The Hasbro Black Series and Hot Toys ranges are hugely popular. We have a video game arcade area in the shop, which attracts customers keen on classic characters and retro collectibles. We have used the extra space in the new shop to increase the product lines that perform the strongest – the Lego area has

expanded and is an even better seller. We also now stock a much wider range of plush toys, and sales have rocketed just because we have better space to display them effectively. We offer a variety of different trading cards and Pokémon sells really well, as do those based on video game characters such as Mario and Sonic the Hedgehog, along with any of the Marvel and Star Wars branded ones – anything that fits around the TV and film memorabilia trends that our customers love.

With our expertise in collectibles ranges, we are definitely a destination store. We regularly get customers coming from London and the South Coast and once they come, they want to come back. Now that we have come out of lockdown, people are keen to get out and have fun and do different things and when customers visit us, it is an experience. I hope the momentum for construction toys will continue this summer. We saw a huge increase in sales when we were able to re-open and customers were desperate to get out into the shops again. Obviously, we also had something new to see in terms of the location. It has quietened down a bit since the sun has come out and people have more options on how to spend their time – and money. However, the business is busier than it has ever been and long may it continue.

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Talking Shop John Testori - Bambola Toymaster, St Helier, Jersey have spent all that surplus money here. We pay less tax, so I think they have a bit more to spend.

Without a doubt, we believe we can recoup our losses from the past year, and the fact that we were forced to digitalise turned out to be a positive development. Of course, we did what everyone did, having moaned about online for years, we became an online retailer. We have kept an online presence going, but only for click and collect now the shops are open. Shopify was a godsend for us, because it’s a nice, easy system, but we are a brick and mortar retailer first and foremost. Happily, during the times we have been open, trading has been really good.

We installed a new till system three years ago, which we recently had to change to be compatible with Shopify because it needed to be app-based. Now we are mindful of the need to future-proof in case there is another lockdown, but we just have to flick a tab on the iPad and it’s back to online and delivering again. The pandemic has bullied us into the 21st century.

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n terms of the summer ahead, I think we will be very busy. Jersey’s airport is open and there are a lot of UK passengers heading our way because they are so limited as to where they can travel.

I think this will be great for our shops and hospitality sector which definitely need the visitors.

We get a lot of custom from holidaymakers, but also, because the locals haven’t gone off the island, they

Julie Bates - Clarkes of Sussex

Lego is a huge area for us: it’s our biggest supplier by a country mile. Our contact here is superb and we receive fantastic service. The Lego Friends range has been on a growth spurt for the last couple of years and the new underwater Ninjago has been exceptionally well received. Lego Harry Potter is always strong too, and the exclusive set made available through Toymaster, which includes a hard-to-find gold figure, has been selling very well. We have two shops in St Helier, one of which has two floors. Because first floors can be ‘no go’ zones, we display our Lego ranges up there, so we have no issues getting people upstairs.

There’s also been strong demand for the bigger Lego sets, these start to sell as soon as they arrive in store – from a recent delivery of The Friends Apartments set, we sold four on the first weekend. I think this is because Lego now has a huge adult fan base. Last year

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e are a Toymaster member and run six stores across Sussex and Surrey. Not only do we sell toys, but we also stock cards, arts & crafts and gifts – we are almost like mini department stores.

However, toys and stationery are very important parts of the business.

At the moment, we are doing particularly well with pushpoppers – the craze is still going at pace – and we are historically very strong on Pokémon. Sales have always been steady and the volume that we sell is crazy.

The trading cards are the top sellers and that whole area has now moved more into the kidult market, with many more adults becoming collectors of the cards. We also do well with other Pokémon ranges such as plush; with the Pokémon brand, the latest thing is always the most sought after, whatever it is.

Lego is perennially popular, and we are seeing particularly strong sales at the moment on Harry Potter, Minecraft and Lego City. In terms of tech toys, our VTech and Leapfrog ranges have also been performing very well. I think this may be due to little ones being stuck at home and doing more learning from home in the lockdowns.

With the recent hot weather, there has been huge demand for outdoor toys, all kinds of which are selling really well. Paddling pools have obviously been a

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there was a spurt because everyone was stuck at home, and this has created an even bigger following which doesn’t seem to have dropped off post-lockdown. Last March, when there was the threat of lockdown and a lot of uncertainty about how long it would go on for, big Lego sets were flying out the door - people were coming up to the counter with a £600 Millennium Falcon on their shoulder. It was mad.

We also offer a lot of other construction sets including Mega Blocks, which is invariably themed, as well as an assortment of Meccano kits. Model kits are also popular, as are self-assembly radiocontrolled cars. We are also very big on RC cars and the Maisto radio-controlled vehicles from Tobar sell well, especially the Rock Crawlers and 4 x 4s, which the customers are happy to pay for as they come with a rechargeable battery pack.

In term of the spend from holidaymakers, there’s always a mix of sales right across the shop. We have such great beaches on hand and when the weather is good, we sell a lot of buckets and spades, boogie boards and beach toys.

We have missed not going to shows and being able to see potential new product lines close up. Zooms are fantastic, but they are nowhere near as timeefficient, despite being good for maintaining contact and relationships, which I think is important. We have built up strong relationships with our suppliers over the years, and between the seven of us in the Bambola team, we have racked up over 100 years’ experience.

This year, we celebrate our 60th anniversary and have been in our Parade store for 60 years. However, our future will be in the other store as it is bigger, and we own it. In the autumn of 2022, we will be expanding those premises, taking over the adjacent property to create an even bigger central shop. There is plenty to look forward to.

number one buy, followed by badminton sets, footballs and anything that can be played with outdoors.

In store, footfall is unfortunately still down. Following the lockdown, we had a really good opening fortnight, but it has now dropped back to a level which is lower than it should be. I think people are still a bit unsure about coming back in store but hopefully they will gain confidence as time goes on, particularly as many adults have now had two vaccinations. We only had a website for art supplies during the lockdowns, so we were very glad to get the doors back open. The weekends are still busy though, and Thursdays and Fridays are starting to pick up.

In terms of stationery, things should be better this year in the run up of ‘back to school’. Our orders are already in, and we have been quite considered in our ordering, which is now little and often rather than committing to bigger bulk orders; it has been so difficult to forecast what will happen. I think the biggest uptake we have seen since we re-opened has been greetings cards, because people said the selection just wasn’t there in the supermarkets.

I always try to stay positive, and I am hopeful of a good summer ahead. I expect our stores in Brighton and Lewes will be busy with tourists and with many families planning staycations, this can only help our sales.

indie viewpoint Stuart Harper - Harper’s Toymaster, Penrith

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e are hoping for big summer after all we have been through during the past year. The first couple of weeks after we re-opened and the half-term holiday were superb, but although Saturdays are still busy, it can be quite quiet during the week.

I’m sure many people will be having staycations this summer, so hopefully they will be shopping locally. Being on the edge of the Lake District, we get a lot of tourists coming into the area, and more people holidaying in the UK can only be good news for us.

Our biggest seller at the moment is pushpoppers, which we get from both H Grossman and Muddleit. The Rainbow Pushpoppers from HGL are a favourite with customers, and we’ve just got some new pineapple pushpoppers in. They are still extremely popular – simply flying out of the door, and I think this will continue well into the summer. We have also been selling lots of Ty Beanie Boos, Puffies and Squish-a-Boos.

Lego continues to sell well, in particular City, Technic and Marvel Avengers, and our Schleich range is also very popular; this creates returning customers as they build their collections. Britains farm toys are also proving popular this year, especially the JCB range and, in this Britains’ centenary year, we are looking forward to marking it and selling the Fordson Major tractor later in the summer when it arrives. All kinds of outdoor toys have seen strong sales with the recent good weather we have had.

I have changed the way we have been ordering, given the uncertainty caused by the pandemic. Recently, I have been holding back and just buying as and when, because I feel there is a need to be cautious. We still have quite a bit of stock left over from last year, and even though I have been refreshing our offering, I have not been going mad, as I don’t want to be overstocked at the moment. But I am hoping that this is the end of restrictions, and we will be able to stay open from now on.

Although we don’t have a website for the shop, we do have a Facebook page and during the lockdowns we were able to upload photographs of stock and offer a click and collect service, which went very well. In fact, we have kept this service available, though it has quietened off a little bit now the shops are open and customers can come and browse at their leisure.

I’m hopeful that business will get back to what it was previously and we will have a great summer.

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Things are hotting up

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itting here in 30-degree heat, we have just had the Boris announcement that there will be a further four weeks of restrictions. Personally, we feel it is the right thing to do to help with vaccinations, although it is tough for businesses affected. However, the continuing of social distancing in our stores has not hampered customers, and we have been very pleased with sales since we last re-opened. As we write this, it is the anniversary of reopening after the first lockdown; we are in a lot better place now, and customers are feeling a lot more positive too. With the European Championships taking place, there is noticeably more of a feelgood factor around for many. We are more than happy to meet our suppliers outside for lunch, as we try and catch up on this year so far.

What is really encouraging is that steady footfall is continuing, and the popper/fidget craze is still going strong. Credit to Grossman, which keeps bringing out variations on the theme, whether it is a fidget popper spinner, a pea pod popper, fidget tracks: all these are giving customers reasons to come back to us. Coupled with the new releases from Lego, there is plenty to drive customers into stores. There has been a rapid increase in sales in the kidult market, which has been building for a while now, translating into sales of higher price point lines.

We are also having a strong time on outdoor toys, especially with the ongoing travel restrictions leading to a boom in staycations. In the heatwave, we have seen pools and inflatables etc absolutely flying out, and when the weather is cooler, the focus turns to scooters, racquets and many assorted sizes of balls! We see this continuing until the end of August; we’re expecting a really good summer, as long as we can get hold of the stock.

Role play toys are part of our evergreen ranges. There had been a drop in dress up items, but that was mainly down to kids not being able to meet up for parties and should pick up again now. Our core role play range comes from Casdon, which provides a great selection of classic products with some relevant licences included. After that, lines such as generic medical and tool cases, play swords, and police and cowboy hats are consistent sellers. These are lines we keep in stock at all times, as part of our core ranges.

Sales of the new L.O.L Surprise lines are predictably high, and Pokémon trading cards continues to be absolutely massive. When you add this all together, it has made for a very pleasing two months since re-opening.

The biggest thing on our radar now is the early warning signs of patchy stock availability, due to shipping issues. We are looking at ordering lines earlier and are having to commit to quantities to ensure we will get the stock. There are also issues with price increases. This is completely understandable in the current climate, but each one needs to be evaluated. Most are still ok, but for some lines we have had to take the view that they are not viable at the new price point and delist them from our ranges going forward.

One of the things we have missed most is being able to see physical products, as there is only so much you can do over a Zoom/Power Point presentation. We are already planning to go to Autumn Fair and maybe the AIS show, just to see lines ‘in the flesh’, and maybe pick up on anything we might have missed during the year. From what we have seen, we have been impressed by the new Harry Potter Doll range from Spin Master, the new product innovations for Barbie and Tan Tan the Orangutan from Character. There’s a lot to look forward to.

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The Entertainer

Company Profile

Look who’s 40 doing things The Entertainer way C

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2021 marks 40 years since The Entertainer first opened its doors – and it’s fair to say a lot has changed since then. John Baulch and Rachael Simpson-Jones spoke to the retailer’s founder and executive chairman, Gary Grant, to find out how it all began, who helped it happen and where The Entertainer is headed next.

G

ary and his wife Catherine opened the first The Entertainer store on 5th May 1981, when Gary was the tender age of 22 and, by his own admission, knew absolutely nothing about the toy industry. Upon leaving school with one O-level in Maths, he worked in a local bike shop in Amersham. With his eye firmly on setting up his own shop, a call from a friend working as an estate agent led to him buying a retailer called The Pram and Toy Bar in Amersham and changing its name. The rest, as they say, is history.

In the weeks leading up to the opening of The Entertainer, Gary spent hours in the toy departments of large retailers, painstakingly writing down the names of popular toy brands, such as Brio, Duplo, Spears and Harbutt’s Plasticine. It’ll come as no surprise to those in the toy industry that help with stock was forthcoming from several generous retailers and suppliers, who went out of their way to assist Gary in the earliest days of his new business venture. Vic Butcher, from Toytown Stevenage, filled up Gary’s car with toys and wouldn’t accept a penny in return. A lady by the name of Josie, who ran Chorleywood Toys and Sports, pointed him in the direction of lines that would get things going. But it was Robeneau’s Paul Caspari and Ron Berg who really stand out for Gary. In the days running up to the opening of the first The Entertainer store, Paul (whom Gary describes as ‘the most lovely gentleman’) took the aspiring toy retailer round his showroom, highlighting exactly what he would need and how many units – and then put the lot on six-month credit. Gary says that if we spoke to any retailer who was around in the 80s and 90s, they’d tell a similar story about the support Robeneau offered retailers, especially indies.

The first rep to turn up at The Entertainer was from Playmobil. Together,

Gary Grant in his first shop.

Toy World 40

Company Profile

The Entertainer thanks to the business starting up in something of a golden age for toys, when the UK trade was really starting to take off in earnest.

Back then, Gary tells us, Harrogate Toy Fair at the start of the year was crammed with hundreds of suppliers. Every space you could possibly hope to fit a stand in was taken, not just the halls – balconies, corridors and local hotels were considered fair game for enthusiastic exhibitors. Gary recalls a prank played on the late, great Jimmy Hunter, who was a close friend of the Casdon crew, a company known at shows for keeping an open bar.

Jimmy hadn’t yet arrived at the Crown Hotel, so after a few drinks with the Casdon team, to amuse themselves, they rang him, assumed the role of hotel staff, and told him the account from the previous year hadn’t been settled. This meant, therefore, that Hunter Toys wouldn’t be allowed to exhibit at the show.

“Many readers will know Jimmy as well as I did and can therefore imagine how he reacted – the air turned blue,” Gary says. “The rest of the Casdon team were rolling on the floor with laughter. He twigged in the end that we were pulling his leg, but it was a hoot up until that point.”

they tipped out some of the ‘little blue boxes’ all over Gary’s desk, at which point, he tells us with a rueful laugh, he raised his eyebrows over what he initially perceived to be an overpriced ‘box of plastic’.

Gary adds: “I spoke to the same rep recently, and he reminded me of that first conversation we ever had… how things change.”

Incredibly, Gary’s first shop was one of three toy stores in the market town of Amersham. The others, Playtime and Kerridges, were just a couple of the two and a half thousand or so independent toy stores which existed across the UK at the time, many of which belonged to one of the numerous buying groups including Concord Toys, Upper Thames Wholesalers and White Rose. In turn, these operations belonged to an umbrella group by the name of Unigroup, which ultimately became what we now know as Toymaster. At the time, a gentleman by the name of Gerry Taylor was running one of the UK’s first multi-branch retailers, Taylor & McKenna, and Gerry, along with the late Barry Walker, was instrumental in bringing together the fragmented buying group concept, which fundamentally improved the number of good deals on offer for independent retailers.

“In the mid-80s, my biggest competitors were Argos and Index, and their catalogues very much set the tone for Christmas,” says Gary.

“Index and Argos were embroiled in a vicious price war; the prices were printed in the catalogue

Gary with Darth Vader and a young customer and couldn’t be altered online as conditions changed back then. Generally speaking, the buying groups would wait to price their catalogues until after Argos’s hit the streets. Then Toys R Us turned up; that was a fresh challenge.”

In the early days, cashflow was worked out on the back of an envelope.

“I had the most amazing agents and reps from the very start, and that meant I stocked the best brands too,” Gary adds, “such as my Spears agent, and Jez Large from Palitoy. The Real Soft Toy company in Watford, which made the most beautiful teddy bears, plus Britains and Action Man. I was an official Galt stockist too. Back in 1981 and 1982, Rubik’s Cube was massive, but we just could not get hold of them. I also couldn’t get enough My Little Pony’s. Believe it or not, I ended up driving down to Hasbro’s offices just outside Reading, stupidly thinking they kept stock there, to demand they gave me more. That Christmas, Hasbro launched the My Little Pony Dream Castle, which was £24.99, and the big Transformers action figures, which were also £24.99. I only managed to get 144 of each Transformers character, and 144 of the castles, but sales were phenomenal. Think about what they’d be in today’s prices and then consider one small shop selling so many. It was amazing. Then, in 1984, the £4.99 Star Wars speeder bike came out. We sold 144 of those in a week, from one single shop.”

It’s difficult to know whether The Entertainer’s success in those early days was at least in part

Toy World 42

We were keen to know if back in those early days, Gary had any idea of the magnitude of success that lay ahead. The store he took over, The Pram and Toy Bar, took £35,000 the year ending May 1981. The following year, under Gary’s guiding hand and now called The Entertainer, it took £100,000. The year after that it took £250,000. In 1984, a second The Entertainer opened on The Broadway in Beaconsfield. Although some within the industry clearly saw glimmers of where the retailer was headed – Freddy Franks, whom some readers may remember from a company called Fairie Glen, told Gary early on that he was ‘the next Gerry Taylor’ – Gary himself had no idea that his fledgling business would end up becoming the UK’s largest independent toy retailer. Many of you will recall the close working relationship that Gary had with David Fogel, owner of The Toy Stack; Gary says he learnt so much from working with David during those years.

In 1991, Gary became a Christian, a decision he says turned his life on end and completely changed the way he did business. In line with Christian teachings, the retailer began to tithe 10% of its profits, which continues to this day, and is now heavily involved in several charitable projects as well as its own The Grant Foundation.

1991 also saw the demise of Zodiac Toys, then the biggest high-street toy chain with 91 locations. The Entertainer took over Zodiac’s Slough store the same year, moving into a unit in a busy shopping centre that would usually have only been available to the largest multiples. This marked the beginning of The Entertainer’s meteoric rise to the top - the store was the retailer’s first £1m location. From there, Gary opened new shopping centre stores in Uxbridge and Milton Keynes, fast realising that

26866 GraviTrax Starter-Set Obstacle

Company Profile Gary's first delivery van

there were some serious volumes to be achieved at shopping centre locations, followed by Camberley and Basingstoke in 1993. By 2001, a decade after Gary’s transformational year and two decades after his first Amersham shop opened its doors, his store portfolio sat at a very healthy 25.

“The next monumental change was 2008, when Woolworths went into administration,” Gary notes.

“By the time it closed its last store in January 2009, our portfolio was up to 45, and you could see a Woolworths from the front door of 35 of them.

That retailer leaving the high street was a blessing for our business, but we were just coming off the back of the financial crash of 2008. Except for 2020, one of the most difficult years to be running a business like this due to Covid, 2008 was the most challenging year we’ve ever had. The financial world was all over the place and the fallout of that was a lack of consumer confidence. No one knew if they would have a job from one week to the next, and by October of that year our turnover was down -30%. It was a very worrying time.”

Christmas 2008 saw The Entertainer claw back some of the ground lost during the crash, and the following year was spent repairing the business, motivating the teams, and bringing the head office back together to ‘restart the heartbeat’ of The Entertainer. Since then, things have gone from strength to strength. There are now 171 The Entertainer stores in the UK. Gary’s son Stuart has been in the business for around 20 years, while his other son, Duncan, has been there around 15 years. Noting that without them he would by now be ‘completely knackered’, Gary’s sons have clearly injected their own enthusiasm and drive into the business with their markedly different yet entirely complementary skill sets. The Entertainer’s website launched 22 years ago, turning mail order into something resembling the online system prevalent across retail today, and the business moved into a bigger head office and warehouse complex in Little Chalfont two decades ago. Things have expanded

The Entertainer

so much since then, The Entertainer is on the move again, relocating into somewhere yet larger. Gary recounts taking Mattel’s Dominic Geddes for a tour of the Little Chalfont site, which was covered in cranes, bulldozers, and dumper trucks. Dominic commented to Gary that the site appeared to be very much a ‘statement of intent’, which Gary says hit the nail on the head – and the truth in that statement of that is plain to see today.

“One of the greatest joys for me over the years has been the opportunities we’ve been able to create for our staff,” Gary adds. “At the moment, 150 of our staff are in our 10 Year Club. Anthony Buckle has worked for The Entertainer for 38 years, joining our YTS scheme and working his way up from there. Our store layouts are the way they are because of everything Anthony has achieved over all those years. There are countless others, too – 19 employees have worked here more than 20 years, seven for more than 25 years, another seven for more than 30, and two for more than 35. Added up, that’s more than 900 years of service from just 35 employees. People recognise me as the leader of The Entertainer, but the reality is that without great people around them, leaders cannot grow a business of this size. You need a team made up of people that will go the extra mile, and we seem to attract more than our fair share. Certainly, the business has outgrown many of my skills, and we were fortunate to find Mark Campbell to be our CEO – Mark has worked with our senior team to make our company fit the new world of retail.

Our success is built on the work of loyal people who are good at what they do. Our employees are committed to us, so we are committed to them.”

We asked Gary if he wishes he’d done anything differently during the past 40 years. After a period of contemplation, he notes that there’s probably a lot he would have done differently – all the deals he got wrong, for example – but at the end of the day, he’s got a lot more right. Every decision has been made with full commitment and effort, something

Stuart Grant makes an appearance in the 1992 Catalogue

Toy World 44

Where it all began: the A.C. Frost advert for Amersham's The Pram & Toy bar

Gary calls ‘The Entertainer Way’ – looking at something, evaluating it thoroughly, and then giving it everything to make it work.

A self-described ‘pessimistic budgeter’, Gary knew that a cautious approach was needed coming into 2021 following several years of disruption.

The Entertainer’s figures from 2019 were used as a backbone ‘with a little haircut’, as Gary explains: “Our last absolutely staggering year was 2018, but the year after that was bullet-holed by Brexit politics, followed by a December general election.

These factors really upset the apple cart for us at retail. And then 2020 was completely destroyed

by Covid – how on earth do you then budget? The answer was to take the 2019 figures and trim 10% off. In reality, we had no idea what this year would look like. We factored in the January, February and March closures, which a lot of people thought was pessimistic, but with hindsight, this was a wise decision, as we didn’t reopen until April. Since then, it’s been fantastic, and we’re really pleased with the response we’ve had from shoppers over the past six weeks.”

As a result, the outlook has more recently changed from cautious to optimistic, though Gary does outline what he calls headline concerns for the rest of the year. Largely, these relate to stock and stock pricing, with substantial freight cost increases continuing to plague a number of industries. Raw materials and components are also going up in price at an unprecedentedly high level; at such a level that Gary doesn’t ever recall seeing anything like during his entire career in retail. An order for metal shop racking, for example, came in at 17% higher than what was originally quoted six weeks earlier. And while inflation is a risk, Gary also sees the potential for reward, noting that if you can pass increases on, you’ll have an opportunity to amortize some of your fixed costs over increased turnover. The Entertainer is happy to take on price increases, but there’s a caveat; woe betide any supplier who forces an increase on Gary but not

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Company Profile his competitors, giving them a competitive pricing advantage.

“40 years ago, I would admit there was a slight ‘them and us’ approach to dealing with our suppliers,” comments Gary. “Nowadays, especially as Stuart, Geoff Sheffield and Scott Norman have become more involved, everything is based far more on partnerships. Yes, we need help and support on promotions and marketing, but suppliers also need to make a living too – give and take is required so that we all achieve our objectives. When Covid hit in March 2020, it was this attitude that meant we received a lot of support from the industry. I think we’re in for an outstanding year, even when you take into account that we were shut for the first three and a half months.”

As well as Covid, inflation, shipping and price increases, another challenge lay in wait - deciding how to celebrate The Entertainer’s landmark year. The pandemic means that what would have ordinarily been a big party was a somewhat scaled back affair. Gary entertained a gathering of staff with stories for the good old days for an hour – “I can remember what happened on a Wednesday 30

The Entertainer

years ago but not what I had for breakfast,” he says – and a cake was enjoyed by all. Numerous suppliers had sent in gifts including a custom painted The Entertainer skateboard deck, while Ravensburger had turned a photo of the 10 Year Club into a special jigsaw puzzle.

Looking to the future, Gary believes that retail is going to have to change in the years ahead. The Entertainer’s online element is currently trading at more than double 2019, showing purchases haven’t fully reverted to physical stores even though the shops have bounced back incredibly well from the turmoil of the past year. As Gary explains, however, this shows that the toy shop experience is far from over.

“The Entertainer is all about providing children with a dream and a memory, and that is the toy shop of their childhood” says Gary. “My father lived in Wembley and used to take us to Zodiac Toys on Wembley High Street. I vividly remember that shop.

I knew where everything was. It had a basement and I used to go down there and check out all the Corgi cars in their boxes. You keep these memories with you. I don’t remember the clothes shops I visited, or the grocer, but you always remember

A legacy - Stuart Grant, Gary Grant, Catherine Grant and Duncan Grant.

Toy World 46

your favourite toy shop. The internet just cannot deliver that. If we can make our shops – and by we, I mean the royal we, the whole toy retail industry – fun and interesting and visionary, with events and demonstrations and experiences that cannot be replicated elsewhere, we will not just survive but thrive.”

Gary adds: “I’m the other side of 60 now, and at my age you start thinking about your legacy. Some people have dedicated their entire working lives to The Entertainer, and I have to ask myself what I want to leave behind. This is where our charitable side comes in. Imagine if Covid had wiped out The Entertainer; 171 UK stores, Poly, ELC, our international presence, all gone within three years, nothing to show but memories. A legacy needs to live beyond you. Most recently, we helped build a brand new Scout hall in Amersham, to replace one a certain young Grant wrecked around 50 years ago. That hall will be there in 50 years. It’ll outlive me, so The Entertainer’s legacy carries on. And with any luck, The Entertainer itself will still be around in 50 years too.”

Company Profile

Just Play - going solo Earlier this year, 11 years after its inception, independent US toy company Just Play announced the creation of its first European subsidiary, which will open officially on 1st January 2022. Toy World publisher John Baulch and editor Rachael Simpson-Jones paid a visit to David Allmark, executive advisor, and Anna Chapman, VP marketing EMEA, to find out why the timing is right for this step, and how the European business strategy is set to extend the US success.

W

e met with David and Anna at Just Play’s stunning new office in Henley on Thames, Oxfordshire.

Located in an enviable position on the banks of the river - a lovely sunny spot for some lunch, we discovered - and just a 20-minute stroll from Henley town centre, the office has been strategically positioned in something of a hotspot for toy companies. This is no coincidence; it reflects Just Play’s aspirations within the European marketplace. The company has its sights firmly set on making the UK Top 10 rankings within just two years, edging towards the top of that list towards the end of the 24 months. Just Play’s pedigree makes this a realistic goal. It has enjoyed year-on-year growth since its inception, resulting in its current status as a leading toy company in the USA. The company is the US No. 1 in Licensed Plush, Pre-School and Role-Play toys, has won six TOTYs (no mean feat for a relative newcomer to the industry) and is now preparing to grow its global footprint even further.

“Just Play is mainly based in Florida and Pennsylvania, with a further licensing hub and showroom in LA,” explains David. “There’s also a substantial manufacturing and showroom resource in Hong Kong, with around 150 team members, and in the latter half of 2020 we opened

the Australian subsidiary, with the UK office now hot on its heels.”

While existing partnerships across Europe will continue, such as that with Giochi Preziosi, the new office will form the hub of Just Play’s European business and will serve the retail community in the UK & Ireland via direct partnerships. The building of the UK Just Play team is already underway. David and Anna have so far been joined by Ami Dieckman (VP sales EMEA), Amy Saunders (UK sales director) and Llyr Lewis (licensing director EMEA), and will soon be joined by Katie Gritt (head of marketing).

Despite everyone’s set titles, Anna and David joke that each team member is required to don any number of hats depending on what needs doing and when, a situation many within small teams will be able to relate to. Just Play is also actively recruiting in all areas of the business, with a view to growing the headcount to ‘three or for times’ its current complement. Import Services, meanwhile, has been appointed as logistics partner, meaning Just Play is poised to benefit from the new £24m Southampton distribution hub detailed elsewhere in this issue. “Having a logistics company that can operate flexibly and get our products to UK retailers and also to Europe seamlessly and quickly is crucial to the success of the new office, and we couldn’t have picked a better partner,” says David.

Toy World 48

“Our ‘source to store’ ethos, whether that be via Hong Kong or Southampton, means we can get product to retailers however they want it.”

This year’s spring/summer previews have been put to good use by Just Play, and accounts with retail partners are now being established.

Timing has been everything in this regard, Anna explains. “If we’re going to be opening the business on 1st January, then we need to be previewing the business ready for that date. And if we’re previewing, then we need to make calls to explain our situation and book appointments. Everything we’ve done so far can be traced back to the preview timeline; once that process starts, and the ball is rolling, you’re in. We can’t turn up in January, clap our hands together and ask: ‘Right, what needs doing?’. We have to lay the foundations now.”

Front of mind throughout the entire process has been Just Play’s relationship with Flair, which has done a fantastic job of distributing the company’s brand in the UK & Ireland for five years. The partnership has played a major role in getting Just Play to where it is in the UK. Conversations about the company’s intention have been taking place for some time, with full consideration given to ensuring information has come out in an appropriate manner, at an appropriate time.

Just Play and its people clearly have enormous

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Company Profile respect for Flair, and no one could argue that this hasn’t shone through in the way it has handled the process of setting up the European subsidiary.

Toy World was keen to know why Just Play felt the time was right to go solo – indeed, isn’t the move a little overdue? “I think it is,” agrees David. “Ideally, we would have done this a few years ago. In answer to the first part of your question though, it comes down to scale. Just Play now boasts a portfolio sufficiently broad enough to create a sustainable, successful UK business. Critical to this has been aligning the Disney partnership, which has allowed us to onboard Mickey, Minnie and Doorables. The pandemic, and the resulting success of Disney+, means we’ve been in both the right place at the right time. I must also mention how incredibly trusting Just Play’s co-founders, Charlie Emby and Geoffrey Greenberg, have been when it comes to carrying this out. Just Play is a privately owned company – this is personal to them in a way it wouldn’t be to so many others – they have been incredibly supportive and given us full latitude to do what is required to best enable a quick start.”

Part of the presentation we’re shown during our visit highlights Just Play’s ambition to become a preferred partner to retailers and licensors alike. To achieve this, David explains, the company must be reactive, flexible and adaptable. The world around us is getting faster - consumers now have access to 1-day delivery, kids can download and watch content wherever and whenever they want – and businesses must be similarly fast-paced if they are to be a success in the marketplace. Charlie and Geoffrey provide performance updates of some description almost daily, meaning the data on what is working (and what isn’t) is transparent and available almost in real-time. Disseminating that information quickly to the people best placed to make use of it is key to making sure Just Play can capitalise on emerging trends as they arise.

“Challenging the UK speed of turnaround is something we really want to do,” adds David.

“The industry has been disrupted by consumer behaviour; traditional, rigid development and buying cycles aren’t necessarily the best way to do business nowadays.”

Testament to the changing nature of the industry, Just Play will be leading its marketing efforts from an always-on, digital-first standpoint.

The US business has a wealth of internally produced assets including retail videos, social media banners and TV adverts, from which the UK office can pick and choose at its leisure. Just Play’s in-house marketing team can then tweak and shape these to best fit the markets campaigns are destined for.

There are three geographical pillars to the

Just Play

marketing mix, Anna notes - the US, the UK and EMEA – and the approach needed for each varies significantly from traditional to contemporary.

While digital will form the backbone of the company’s marketing, Anna says it certainly isn’t shy of using TV advertising where it resonates best – central Europe, for example. Price points also dictate what works where. While US TV ads focus on feature items, the European market wants to see lower price points. There’s clearly no one size fits all approach when working across multiple regions and multiple lines, but Just Play is equipped with the people and the know how to make it work.

Earlier, we mentioned Just Play’s ambition to become a Top 10 UK toy company, something David says the product portfolio ‘deserves’. Product is king at this company; after all, it’s where success starts. And while price is important, value is what Just Play prides itself on offering. The company’s show-to-shelf concept focuses on taking the characters and themes kids see in the content around them, and turning them into toys that are relatable, recognisable and in-demand. While most of the portfolio is licensed there is also a strong selection of own brands, such as Slinky (which Just Play acquired from Alex Brands in 2020), Hairdorables, Winner’s Stable, Totally Tiny and Sensory FX, which Anna says has been performing incredibly well over in America. The company has always enjoyed strong relationships with brand partners, but there’s a desire to continue developing own-brand lines too, creating a fine balance that offers something for all retailers.

Consumer reviews and sales data will also be used to help retailers understand which lines will work best for their particular store/s, rather than expecting stockists to choose, unguided, from what is a very broad portfolio.

There’s lot to look forward to in terms of upcoming product launches. Blue’s Clues & You, as featured on the Front Cover of a previous issue of Toy World, is currently the No. 1 licensed property in the US, while Disney’s Mickey and Minnie, for which Just Play has now secured the European rights, are also hero lines within the ‘21/’22 portfolio. The Mickey and Minnie ranges offer everything from entry-level pocket money collectibles to interactive feature plush and play sets, and both will benefit from a raft of new content coming through on platforms including Disney+ and Disney Junior from October. Mickey Mouse Funhouse and the breakout

Toy World 50

series Minnie Bow Toons will bolster the back catalogue of content currently available to watch on-demand - Clubhouse, Mixed Up Adventures and Roadster Racers. During the pandemic, Just Play’s Doc McStuffins and the Lion King ranges felt the positive impact of surging Disney+ subscriber numbers, so this bodes well for the launch of its Minnie and Mickey lines.

Disney Doorables has been a staggering success for Just Play over the past 12 months in the US, up a whopping 250% YTD. Amy Saunders has apparently taken to referring to it as a ‘hit and evaporate’ line, so quickly does it sell out once it arrives in-store. Just Play acquired Disney Doorables, which had previously been licensed to Moose Toys and Character Options in the UK. The range has relaunched with some minor tweaks; the glass eyes have been replaced by lenticular ones, and the marketing skews slightly more towards the wider play-set ecosystem the range offers.

The current Series 5 is flying off the shelves, while Series 6 will arrive for autumn/winter, and Series 7 will land in time for Christmas. “We’re advising retailers to get Doorables in now, as its popularity is building fast” says Anna.

Sensory FX, a range of Auto Sensory Meridian Response (ASMR) toys and gadgets, will also be introduced to the UK market following a very strong reception in the US. With awareness of how ASMR products can help soothe and entertain all kids, including neurodivergent children or those with special educational needs, and with organic YouTube ASMR videos racking up millions (if not billions) of views, hopes are high for this brand, which Just Play says offers kids and parents the peace of mind that they are buying quality, safe and beneficial toys.

It’s an incredibly strong range, bolstered by a solid business development plan, and the excitement from David and Anna is understandably palpable. “You always want to be in a job you love, and for David and I, it’s this one,” enthuses Anna. “Early on in your career, roles can be more about where they can take you. Later, the focus is on what you’re doing every day. This opportunity feels quite different to both of us, and we can’t wait to see what the future holds.”

Feature

Tech Toys

Pushing the right buttons

Technology in toys can be varied in its complexity and presentation, from subtle lights and sounds to programmable motion and interactivity, but generally speaking, it’s there for one of two core purposes – entertainment or education. Rachael Simpson-Jones asks how technology enhances play and learning, and whether you can have too much of a good thing.

T

he application of tech to toys is not a recent development – many readers will have had walking, talking robots and backflipping dogs in their toyboxes decades ago - but it’s fair to say the way it’s being applied is becoming ever more innovative, especially when it comes to education. Over the past year, more parents and caregivers than ever before have begun to appreciate that toys can genuinely boost learning outcomes, and this year they can choose from a raft of new offerings that introduce key concepts to kids from a young age, all through the power of tech.

Take, for instance, LeapFrog’s LeapLand Adventures, a plug-and-play games console for kids from just three years old. “LeapLand Adventures was designed to present young children with the essential learning skills needed to lay a foundation for later school success,” says Tiffany Sakaguchi, LeapFrog learning expert. “Throughout the game, children meet fun and educational characters who introduce letter names and sounds, teach counting, and present shapes and colours found in everyday items. To further the learning, the game also includes a Learning Centre in which kids can practise specific skills at their own pace.”

Technology has allowed Learning Resources to develop various coding products such as its bestselling Botley the Coding Robot and the Code & Go Robot Mouse, Coding Critters and Artie 3000. These products provide coding and STEM based learning

opportunities, and, like all Learning Resources products, do so in an organic, stealthy way. The company is introducing two new coding products to expand its award-winning Coding Critters range.

Called Coding Critters MagiCoders, new launches Blazer the Dragon and Sky the Unicorn capitalise on the popular dragon and unicorn themes still prevalent in the toy market. Both products are designed for ages four plus and incorporate a coding wand, spell book and play set, adding a new dimension to the younger end of Learning Resource’s coding range.

SmartLab, meanwhile, creates unique products for slightly older kids aged eight and over. All the company’s toys provide hands-on kinaesthetic learning and visually stimulating content. SmartLab weaves compelling technological elements into every product, across material science, chemical reactions, or auditory and tactile stimulation such as that found in kits like Smart Circuits, Archi-Tech Electronic Smart House, Tiny Circuits! and – a personal favourite – the Ultimate Squishy Human Body with SmartScan Technology, which lets kids place human organs on an innovative sensor to trigger facts, quiz questions, realistic ‘body sounds’ and more.

I asked SmartLab’s George Scott how the technology in the company’s products aids learning. He told me the best toys allow children to add their own individual insights, problem-solving skills, divergent thinking and perseverance to their play, which is why SmartLab toys allow for open-ended experimentation and

Toy World 52

repeat enjoyment. He adds: “SmartLab toys encourage children to experience wonder, test the unknown and increase their understanding through hands-on exploration. Each SmartLab toy comes with originally designed and innovative tech components; from slime and electronics to human anatomy, architecture, chemistry and robotics, offering playful learning experiences to delight and amaze any child.”

Tonies audio devices bridge the gap between learning and entertainment. As Lucia Kreuzer, UK & Ireland MD, explains, founders Patric Faßbender and Marcus Stahl started Tonies with the belief that audio can both ignite a child’s imagination and enable them to discover more. She says: “With children at the heart of everything we do, we wanted to create a way for children to experience the magic of storytelling in this digital age, stimulating their imagination and creativity. Our audio storytelling system enables young children to unlock a new world of exploration and curiosity, transforming the way in which they independently play and learn. We put a great deal of thought, research and work into the content that we bring to Tonies, and there is a huge amount of variety in our portfolio. We foster strong bonds between children and parents through the magic of storytelling, whether parents are introducing their children to classic stories such as the Famous Five, listening together to the latest blockbuster story, such as Frozen, or our wonderful music and educational content, including Peter and the Wolf or our How and Why Tonies.”

Feature

Tech Toys

Numerous other companies are also using tech to bolster the entertainment offered by their toys.

Scalextric Spark Plug, for example, lets racers control their car wirelessly using a smart device. As Martyn Weaver, Scalextric head of brand explains, Spark Plug is very much a complement to traditional Scalextric gameplay, rather than an evolution of it. “Spark Plug offers different ways for racers to control their car based on how different generations choose to interact with the product,” he says. “We’ve noticed when doing outside events that a good number of children don’t hold the hand controller like a gun - they turn it around and push the trigger with their thumb instead.

It’s common for children to control things with their thumbs but not all our consumers are children; very often, Scalextric is raced by adults and children at the same time. This is why SparkPlug is so versatile.

You can race a SparkPlug-controlled Scalextric car

next to a car controlled by the more conventional hand controller, and the reaction times will be the same.

The racing of cars is the core element of the Scalextric play pattern. SparkPlug not only delivers this, but also offers optional extras that can be incorporated such as personalisation, sound, battle game-play and interactive team play.”

Scalextric came into being in the 1950s and its appeal among older consumers remains strong to this day. I was therefore keen to know how easy it is for older racers, who may have been enjoying Scalextric in its original form for decades, to play using the Spark Plug technology. Martyn is quick to reassure me that while some will take to it quicker than others, the core play pattern of racing cars has been kept simple, whether a person chooses to control their car via an app or a traditional hand-controller. He also says that while maintaining the appeal of a product such as Scalextric requires innovation, the innovation has to be optional when traditional or nostalgic toys are involved. He comments: “Brands like Scalextric have a huge pedigree and history, which is naturally seen as a positive, but legacy can complicate evolution and innovation. The key to maximising on this lies in recognising the different consumer wants and needs, then producing different products for the different segments.”

Character Options’ marketing manager Mark Hunt notes that while today’s kids tend to be tech savvy, it’s important not to overcomplicate a toy or make them too difficult to operate. In his opinion, kids want to be fully in control of their play, and therefore prefer tech toys that are responsive, interactive, easy to

Toy World 54

use, and, most importantly, fun. He says: “Not all tech solutions transfer into toys; we’ve seen a lot come and go. The blend of tech and play needs to be seamless and not disruptive. Yes, kids today want the latest tech at their fingertips, but they also need toys that will stimulate their thirst for imaginative play and fantasy play.”

Ticking these boxes for 2021 is Squeakee the Balloon Dino, who launches for autumn/winter. The successor to Squeakee the Balloon Dog, which many readers will have seen at Toy Fair 2020, this new toy – affectionately known as B-Rex – boasts 70+ impressive features that will let kids build a relationship with their own electronic pet dinosaur/balloon animal hybrid.

Mark is also aware that as higher ticket items, often bought by parents and grandparents, tech toy marketing needs to cover a number of bases. “There needs to be promotional activity within the kids’ space, across all mediums where they are spending their dwell time -TV, YouTube, gaming sites and so on,” he explains. “Parents also need to be targeted with specific messages. This is where TV placements like How to Spend it Well at Christmas can be beneficial, as they help to showcase the play value of a toy, its educational benefits and whether it’s family friendly.

This messaging is important; you have to engage the adults making the purchasing decisions.”

The cost of tech toys also impacts in-store ranging, where consumers must be drawn in by the benefits and play value offered by a toy rather than being put off by the price tag. Learning Resources’ coding range, for example, lends itself well to experiential events or demonstration tables where retailers and shop assistants can showcase what the toys are capable of, how accessible (and fun) they are, and the play value they offer.

The company has also successfully implemented bespoke display units with video screens for stores and situations where experiential is not possible.

Tonies, too, turns to screens at retail, having found a digital display with subtitles at POS helps to show and tell the Tonies story in a way that resonates with consumers. Lucia tells me the company has also recently started to use QR codes on displays in-store.

Consumers can quickly and easily scan the code on their phone to listen to samples of Tonies audio content or watch ‘How to’ videos that explain how Tonieboxes work.

She adds: “We’re currently working on a rollout of new POS displays and can provide a Toniebox that retailers can use as a working demo. In terms of marketing support, we have a structured retail promotion calendar in key periods like Back to School or Black Friday. We build story-led marketing campaigns around these periods and invest in driving these campaigns in retail with digital assets, social media awareness and supported discount pricing. We will also be undertaking field marketing and training days each month with select retailers to drive brand advocacy with retail staff, to give us an opportunity to present new portfolio launches and do some Tonies merchandising in-store.”

Over the next pages, Toy World brings you a selection of the latest impressive tech toys which will be bringing fun and learning to kids over the coming months.

Tech Toys

Wow! Stuff 01902 390 428 | www.wowstuff.com

Quarto Group www.quartoknows.com/SmartLabToys Beatriz.Sarlo@quarto.com / Simon.fox@quarto.com SmartLab Toys has been one of the leading designers of educational toys for children ages 6-14 since 2004. The company believes children learn best through hands-on exploration and discovery, which is why it embraces the STEAM approach by producing innovative toys that offer experiences and experiments in chemistry, measurement, engineering, electronics and physics.

SmartLab’s No.1 best-seller, Squishy Human Body, lets kids enter the world of a human body complete with organs, muscles, and bones and a 24-page illustrated anatomy book. Building on the success of this product, autumn sees the introduction of the Ultimate Squishy Human Body Lab with SmartScan Technology. The robust 16”-tall anatomy model features realistic, removable squishy organs, articulated joints, and an electronic sound module. The module senses when a body piece is placed on it and provides information, asks questions and allows users to quiz themselves on their knowledge. The module also produces sounds based on the organ in question. The 64-page anatomy book provides a wealth of information with lively text and full colourillustrations that support learning.

Also new for 2021 is Smart Circuits, which lets kids get hands-on with 50 electrifying projects. Children can learn about electrical engineering as they play with the multidimensional base boards and real electronic components. The 48-page lab book includes step-by-step instructions for building 50 sophisticated circuits that teach kids about electronics, light and sound as they complete the circuit to make a quiz show game, a motion-sensing room alarm and more using nine electronic modules and a powerful microprocessor.

The Archi.Tech: Electronic Smart House allows aspiring architects and engineers to design and build modular structures, before powering them up with lights, sounds, sensors and motorised parts. The kit contains 20 posts, 10 baseboards, 50 punch-out wall/floor panels and accessories (eight sheets), four LED lights, eight jumper wires, two spindles, a 32-page Illustrated activity book and more.

SmartLab’s Tiny! series lets kids perform science experiments using miniature lab equipment. Options include baking itty-bitty pies and cakes, or making mini machines that roll, walk, spin and crawl. Tiny Baking, new for this year, has become a TikTok sensation with 40m views. Tiny Ice Cream! and Tiny Garden! also join the line-up.

SmartLab Toys are often featured in gift supplements, and the company runs regular Instagram and Facebook advertising targeting parents. It also works with bloggers and influencers when launching new toys. SmartLab Toys’ STEAM products have earned more than 50 of the toy industry’s most prestigious awards, including multiple Oppenheim Platinum awards, Good Housekeeping Best Toy awards and Family Fun Magazine Toy of the Year awards.

The company is happy to provide recommendations and standards for endcaps, as well as custom CDUs, while the brand packaging reflects different ways to present products on-shelf.

Wow! Stuff embraces the clever integration of technology in its toys in a way that enhances the play potential offered by its licensed brands across all categories. A winner of multiple innovation awards for its success in the field, Wow! Stuff’s current portfolio offers everything from pre-school toddler-tech innovations in Peppa Pig, CoComelon and The Gruffalo, to Wizarding World wands and kidult collectibles in the form of Wow! Pods. The company’s ethos revolves around a simple premise; if a toy can be enhanced with simple or advanced tech that adds real play value, it’s all for it.

Latest releases from the company include the master toy range for the iconic and much-loved brand The Gruffalo. This innovative offering has made full use of what Wow’s head of Technology and Sustainability, Dr Graeme Taylor, would refer to as ‘simple technology’ to create a more immersive on brand experience for children. The feature Gruffalo figure boasts impressive mechanical limb articulation, as well as character voices.

Combined, these offer an immersive, exciting play experience that really brings The Gruffalo to life in kids’ own homes.

Wow! Stuff has been busy with its follow up to the winter 2020 sell-out Peppa Pig’s Clever Car and is preparing to launch Grandpa Pig’s Clever Train this October. The Clever Train lives up to its name; smart technology and command cards can be used by kids to create fun track layouts their own way. When the train drives over the cards, it will read directional commands and move accordingly, providing a novel way for kids to learn their lefts from their rights.

YouTube phenomenon CoComelon has also been given Wow! Stuff’s tech treatment, by weaving in clever and fun yet simple payoffs that reward toddlers for completing building block tasks or assembling vehicles correctly.

All Wow! products benefit from marketing support across a variety of formats, from full TV commercials beginning in July to the extensive social media marketing campaigns which have played a substantial role in securing Wow! Pods the No. 1 best-seller spot across two categories on Amazon.

Toy World 56

Multiplayer - Up to 12 people can play at once and impact the outcome of the race.

- Choose to be the driver or part of the pit crew.

- Pit crew can deploy powerups and undertake the pitstop.

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Power-ups Multiplayer

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Pitstops Formula E is a trademark of Formula E Holdings Ltd. All rights reserved. Under licence by TSBA.

- Activate your power-ups at play -atUp to 12 - Will you be selected as the chief -can Activate your power-ups at Will you beatselected as the-chief - Up to 12 people can - Activate your -power-ups Will you be selected as the chief people play at the right time and help your or the lollipop person? the right time and help your mechanic or the lollipop person? once and impact the outcome the right time and help your mechanic or the lollipop person? once andmechanic impact the outcome team to win the race!

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- Deploy a- restrict down - Make sure your pit crew work as down - Deploy restrict to slow Chooseto toslow be the driver or- Choose - Make sure your pit crew work as sure your pit crew work as - Deploy a restrict to slow down to be the drivera or - Make your opponent. a team to complete the in-app part of the pit crew. a team to complete the in-app your opponent. part of the pit crew.your opponent. a team to complete the in-app mini-games as quickly as possible - Choose- Pit from Fanboost, Attack mini-games as quickly as possible - Choose from Fanboost, Attack crew can deploy powerups mini-games as quickly as possible - Choose from Fanboost, Attack - Pit crew can deploy to give you powerups a time advantage!

Mode Restrict. the pitstop. to give you a time advantage!

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- Stay on the track to avoid - Stay on the track to avoid - Stay on the track to avoid additional pitstops! additional pitstops! additional pitstops!

For more information on the Scalextric 2021 range, visit www.scalextric.com call us on 01843 233525 or email us at sales@hornby.com /officialscalextric

/scalextric

@scalextric

/officialscalextric

/officialscalextric

Tech Toys

Learning Resources 01553 762276 | www.learningresources.co.uk |

sales@learning-resources.co.uk

Learning Resources is adding two fun coding toys to its award-winning Coding Critters range: MagiCoders Skye the Unicorn and Blazer the Dragon. These 100% screen-free coding toys join Ranger & Zip, Rumble & Bumble, Scamper & Sneaker, and Bopper, Hip & Hop, to introduce the basics of coding and STEM learning to children aged four and over through engaging, hands-on play.

Skye and Blazer each come with a coding wand featuring simple directional arrow buttons designed for little hands, a whimsical coding ‘spell book’ that sparks the imaginations of pre-schoolers, coding cards, and themed play sets. Children can follow along with the coding spell book, programme a sequence by pressing the directional arrows on the wand and then ‘cast’ a coding spell on Skye or Blazer that will send them on a journey, or cause them to dance, light up and more.

As young children programme Blazer or Skye they will learn basic coding and spatial concepts, critical thinking, sequential logic, collaboration and teamwork through fun play. The new characters also make great interactive pets, coming ready for imaginative adventures enhanced by complementary play sets.

The new MagiCoders feature colourful, eye-catching packaging that create an impact on-shelf, while the interactive nature of each product makes them ideal for live in-store demonstrations. Whether browsing in-store or online, the packaging design means consumers can easily see the features and benefits of the toys.

A leader in the screen-free coding category, MagiCoders is a key launch for Learning Resources this year. The company is supporting this retail-friendly introduction with an ongoing awareness campaign to include print and digital advertising, social media activity, collaborations with parenting bloggers and ongoing PR activity. Updated retail marketing material is available for download on the Learning Resources global Marketing Resource Centre. For more information, visit the company’s website.

HoloToyz (353) 868 600 252 | www.holotoyz.com

| declan@holotoyz.com

HoloToyz has launched to market with temporary tattoos, stickers, interactive, educational books and interactive wall decals designed for children aged 3-10, all of which come to life with impressive 3D animation when scanned with the free, KidSafe certified HoloToyz app through the magic of Augmented Reality.

The HoloToyz app is 100% child-friendly, free to download and easy to use, with no advertising or in-app purchases.

The HoloToyz range includes temporary tattoos and stickers, available in packs of 10 in six themes: Pet Party, Jurassic Dinos, Metal Mania, Super Sea Creatures, Monster Mash and Holo Heroes. Each illustration comes to life when scanned with the HoloToyz app, allowing children to see the fun characters jump off their arm or their books, walls, and anywhere else they want to stick them.

The company’s interactive, educational hardback books are available in three themes: Super Sea Creatures, Pet Party and Jurassic Dinos. Each includes voiceovers, subtitles and sound effects that teach children about the creatures and characters within the books in a fun, engaging and immersive way.

Children can swipe the screen to move the animals and create various sound effects.

The interactive wall decals are available in Magical Unicorn, Majestic Mermaid and Mighty T-Rex. With a swipe of the screen, children can see the unicorn bow and sparkle, the mermaid sing and swim, and the T-Rex stomp and roar, bringing their walls to life in a magical way. Each decal can be reapplied numerous times without damaging walls or paint.

In June, HoloToyz announced its partnership with Sega Europe, which will see the launch of a new range of stickers, tattoos and decals bringing Sonic the Hedgehog brought to life through the HoloToyz app. With production on the film sequel, Sonic the Hedgehog 2, now underway, and the recent unveiling of the upcoming 3D animated Netflix series, Sonic Prime – both launching next year – 2022 will be a momentous one for the company.

Each animation generated by the HoloToyz range of tattoos, stickers and wall decals can be placed in the room with kids by simply tapping the chosen area within the app. They can then take photos and record videos with their favourite character. The launch range offers a unique and innovative variety of products for digital natives, giving them the opportunity to experience and learn about their favourite characters and creatures through the use of new technologies in a fun, safe and user-friendly way.

The HoloToyz launch will be supported through digital marketing, influencer affiliations and in-store video displays.

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Tech Toys

Character Options 0161 633 9800 | www.character-online.com | sales@charactergroup.plc.uk.

From Jiggly Pets and Squeakee the Balloon Dog through to its Little Live Pets collection, Character Options continues to demonstrate its heritage and experience within the world of tech toys and interactive pets. The company’s tech line-up is set to go from strength to strength in the second half of 2021, with a raft of new additions on the way including turtles, dinosaurs and orangutans, all set to launch ahead of the key Christmas gifting period.

The world of Jiggly Pets is set to welcome Tan-Tan the Orangutan. This stretchy, shade wearing electronic pet features full body movement, music and sound effects that will drive kids bananas as they watch him dance and shake his booty to the beat of his jungle tunes. Tan-Tan joins the portfolio following the introduction of the Jiggly Pets Pups and the Jiggly Pets Koalas which launched in spring, and will be supported with a comprehensive marketing campaign including influencer partnerships, digital and PR support, and TV advertising.

Squeakee the Balloon Dog became an internet sensation last year, as well as one of the hottest Christmas toys of 2020. Character Options is following up this performance by introducing Squeakee the Balloon Dino for the second half of 2021. Tipped to be another top toy for the festive season, and affectionately known as ‘B-Rex’, this toy is part balloon, part dinosaur, and inflated with personality.

Kids can play games with Squeakee the Balloon Dino including Tug of War and Chicken, and can also teach him how to perform entertaining tricks on command. B-Rex features more than 70 sounds and movements such as walk, stomp and chomp, ‘deflates’ and ‘reinflates’, and will also dance to music when kids put his headphones on him. For even more entertainment value, tugging his tail makes the dinosaur trump.

Finally, from the world of Little Live Pets comes Gotta Go Turdle, which Character is calling the most ‘outrageous electronic pet of the season’. This new introduction follows on from the viral TikTok star Gotta Go Flamingo. Beneath the pretty rainbow shell, Gotta Go Turdle is a singing, eating, pooping machine. Kids will laugh as he wiggles and jiggles his neck and repeats what they say, just like his avian predecessor. After feeding him, the turtle will let kids know that he’s just gotta go and do a poop into the loo. Offering repeat play value, kids simply feed Turdle again to start the pooping fun from the very beginning.

Hornby 01843 233 525 | www.hornby.com

| sales@hornby.com

Scalextric has announced the next generation of its latest tech innovation. The brand’s Spark Plug feature, which allows racers to control their car wirelessly with their smart device, is a core element of this year’s new Scalextric Formula E Spark Plug set. Scalextric, but not as fans know it, this set can have up to 12 players taking part at once – two drivers and a team of five additional pit crew - all of whom can impact the outcome of the race. Each pit crew member is assigned an in-app position including chief mechanic and lollipop. To increase the chances of a successful race, the crew must complete mini games as a team and deploy handy power-ups at the right time to help their driver. Just like the full-scale Formula E races, the pit teams can also choose from Fanboost, Attack Mode or Restrict to help their driver win the race. This set comes complete with DS Cheetah and Jaguar Racing Formula E cars, five metres of track and two Spark Plug Dongles. The set will be available this winter and will be supported by a digital media campaign.

The Spark Plug technology also features in the Batman vs. Joker Scalextric set, which lets kids race vehicles based on the iconic characters from DC Comics’ Batman. This set is controllable via IOS or Android smart device and includes two Spark Plug dongles, a Joker Car, a Batman Car and an exciting track layout with a jump, crossroads and side swipe.

Racers can enhance the gameplay further by restricting their opponent or supercharging their car in Versus Mode. While in this mode, each player starts with 10 lives. If they lose the track, they lose a life. Drivers can also personalise their race by playing as a favourite hero or villain from the Batman franchise, or become their favourite character by adding filters to their photo. Scalextric Batman vs. Joker Spark Plug is available now.

Also new for this year, and available now, is the Drift 360 race set, which has a figure-of-eight track that allows racers to take on their opponents in a full-on, door-bashing side-byside duel. Racers should take care at the crossroads, as the cars can make a 180 or 360 turn to confuse adversaries, or impress spectators by drifting into the bend and power-sliding out. This set is ideal for those who love the thrill of a car chase that ends with a collision.

To aid retailers with their purchasing decisions, Hornby Hobbies has produced a toy catalogue which features hero toy lines from its portfolio of brands. To receive a copy, call 01843 233 525.

Toy World 60

100% Screen free!

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Meet the two new additions to the

award-winning Coding Critters® range Coding Critters® MagiCoders: Skye the Unicorn and Blazer the Dragon.

•

Introduces coding concepts and STEM to children ages 4+

•

Preschoolers code along with adventures in the included spell book

Plus

preschoolers can design endless coding challenges with the themed 22-piece interactive playset!

Products shown, LER 3105 Coding Critters® MagiCoders: Skye the Unicorn LER 3104 Coding Critters® MagiCoders: Blazer the Dragon

To order contact your Learning Resources Sales Manager call 01553 819380 email sales@learning-resources.co.uk www.learningresources.co.uk ©2021 Learning Resources Ltd.

Tech Toys

Little Tikes 0845 0533 333 | www.mgae.com

Little Tikes’ child-friendly tech toy range Tobi is introducing children to tech in a safe and engaging way, bringing play to life through clever product innovation.

Packed with a host of interactive features to engage and excite adventurous minds, the Tobi Robot Smartwatch boasts a playful robot personality, moving arms and legs on the side of the watch, and 100+ expressions that will keep kids giggling, dancing, playing and learning. The wearable tech accessory also features a dual camera for both photo and video, allowing children to capture unique memories whilst out and about. They can even wear Tobi Robot Smartwatch with a clip to transform the video camera into ‘Go Cam’. The built-in memory can store up to 3,000 photos or 30 minutes of video.

Tobi Robot Smartwatch also features built-in action-packed learning, augmented reality and motion games and activities. The built-in games, including Smash Math, TobiTime, Tic-Tac-Tobi, Freeze Dance and more, promote learning, play and fitness. Kids can play interactively with friends whilst socially distancing with the Walkie Talkie app, which lets kids listen to voice messages from nearby Tobi Robot Smartwatches.

Children and their parents can also track footsteps with the built-in pedometer, whilst the 50+ digital and analogue clock faces will help children learn to tell the time in a fun and interactive way. Additional practical features include a calendar, alarm clock, stopwatch and timer.

In spring, Little Tikes announced an extension to the Tobi range with the launch of Tobi Friends, Chatter and Beeper.

Tobi Friends, suitable for kids aged four and above, are perfect for solo or group play and help to ignite creativity and role-play. Chatter and Beeper react to voices and sounds by lighting up and moving and offer three different ways to play by responding to kids, other Tobi Friends, and even Tobi Robot Smartwatch; when the watch is nearby, Tobi Friends respond to Tobi’s expressions, emojis, alarms and more. Tobi Friends have a playful, interactive personality and converse in their own special language, offering a fun and creative play experience.

Little Tikes is set to expand its tech offering in autumn 21, with further additions to the Tobi range due to be announced soon. The new introductions, which follow the successful 2020 Tobi launch, will be supported with PR and media activity throughout the summer months, with a heavyweight TV campaign planned leading up to Christmas.

Bandai 020 8324 6160 | www.bandai.co.uk For its 25th Anniversary, Tamagotchi is inviting kids (and adults) to enter the Tamagotchi world with the release of the new Tamagotchi Pix. This innovative device will be the first Tamagotchi to feature a builtin camera that allows users aged six and over to take pictures with their virtual pet and interact with their characters.

Marking the biggest Tamagotchi introduction since the 90s, Tamagotchi Pix combines core Tamagotchi play - nurturing and caring for a cute Tamagotchi character - with exciting new features set to further immerse users into the Tamagotchi universe. While it brings the original virtual pets to a new generation of children, this new inception will also appeal to Millennials and Generation X-ers, further driving the current retro toy revival and the appetite among kidults looking to buy toys for themselves.

Available in two unique shell colourways, Tamagotchi Pix offers extended immersion into the original alien world. Touch buttons allow the user to interact with their Tamagotchi in a much more intricate and engaging way; children can now cook for their Tamagotchi character, have food delivered, explore the real world to meet Tamagotchi friends, and add pictures of their adventures with a built-in social feed. How children raise their Tamagotchi character will affect gameplay thanks to new personal rooms and interactions that dictate each Tamagotchi character’s future profession when they return to Tamagotchi Planet.

Connecting with the virtual pets doesn’t require the internet, meaning ‘owners’ can nurture their Tamagotchi while on-the-go. Children can also earn Gotchi points by making their character happy and can then spend the points on treats such as a babysitter or a virtual meal out. They can also connect with friends’ Tamagotchis to play together and gift items. The official website, Tamagotchi.com, hosts various missions for children to complete. Rewards include new items and gifts to download, plus a variety of games to help keep pets happy.

In addition to the launch of Tamagotchi Pix, Bandai UK continues to expand its original Tamagotchi range with a mixture of classic designs from the 90s as well as brand-new styles. The original interactive pet from cyber space offers two generations which include different games, and five new styles to choose from.

Licensed styles are also available, including Hello Kitty and Pac-Man themed nano Tamagotchi.

Tech Toys

Jazwares 020 3598 5119 | www.jazwares.com WowWee is set to launch its new range, Got2Glow Fairy Finder. The brand lets kids collect and enjoy magical discoveries in a charmed Fairy Finder Jar full of lights, animation and fairy-tale effects.

With over 30 virtual fairies to collect in each Fairy Finder jar, and more than 100 fairies to collect in total, the fun of finding and collecting virtual fairies never ends. Packed with features to discover, the Got2Glow Fairy Finder’s innovative technology enables children to catch fairies all around the house, outside, in the dark and even upside down. Kids can bond with their fairies by playing games, giving them hugs, saying hello through the heart shaped door and feeding them.

The Got2Glow Fairy Finder can also exchange fairies between jars, encouraging collectible play between fans growing their collection by trading fairies with friends.

A Find My Fairy App will enable fans to view their collection in the Fairy Finder Jar, discover more about each fairy’s unique appearance and learn fun facts about them. Got2Glow Fairy Finder is suitable for ages five years and up.

My Squishy Little Dumplings is WowWee’s cutest new interactive collectible. There are four adorable characters to collect, each with big personalities and accessories to match. Kids can squeeze the cheeks of their new palm-sized pals to hear them giggle, sing their favourite song and chat. With over 50 reactions to enjoy, kids can also dress them up, tickle them, shake them and toss them, triggering light up effects and sounds. There are plenty of ways to communicate with My Squishy Little Dumplings; kids can check the Squishionary to see the fun Squish Pop phrases they say.

Jazwares is supporting My Squishy Little Dumplings TV, digital marketing, social media and PR campaigns.

The Source Wholesale 01306 646 885 | www.thesourcewholesale.co.uk The Source Wholesale continues to offer a range of construction toys which are both great fun to build and play with as well as expanding children’s knowledge of robotics, coding and the use of alternative energy sources.

The kits are a great way to engage youngsters whilst having fun and are powered by air, water and solar. Each comes with everything you need to create your own working robotic friend, and one of the latest kits is the Cyborg hand, which works on hydraulics and moves just like a real hand.

There are multiple build kits for extended play value including the 14 in 1 solar robot kit which allows 14 different working robots from just one kit, while the 12 in 1 combines both solar and hydraulics allowing the user to create and use 12 different working models from this kit. The Solar System kit comes with all pieces and includes a paint set to create a unique and moving solar system.

The Source is already working on some new lines in its STEM category for spring/summer 22 launch.

All of its new products can be found on the Source portal through the website.

Toy World 64

Tech Toys

Simba Smoby Toys UK 01620 674 778 www.simba-dickie-group.de/en sales@sisotoysuk.com Simba Smoby Toys UK’s RC range from Jada Toys allows movie buffs young and old to re-create the on-screen action from Toy Story. An amusing remotecontrolled version of disposable fan favourite, RC Forky can be driven backwards and forwards to see his arms wobble. RC Buggy Buzz Lightyear lets kids take control of Buzz’s buggy as seen in Toy Story 4, while the RC Buggy Woody is the perfect additional purchase. Siblings and friends can race the buggies side by side. Crash Buggy Buzz Lightyear, meanwhile, taps into kids’ love of crashing, bashing action; the Buzz figure and buggy spoiler will topple backwards when this entertaining RC vehicle collides with objects or obstacles.

Simba also offers RC vehicles from other hit properties, such as the Disney Cars RC collection.

RC Turbo Racer Lightning McQueen comes with full drive action and a Turbo Speed feature. Kids can charge him up via the USB port.

Designed to provide core RC thrills on a bigger scale, the Spider-Man 1:12 RC 4x4 is a classic Dodge Charger Daytona, souped-up to create a 4x4 monster truck with a Spider-Man inspired design. This vehicle also comes with a Turbo Speed function.

Tonies www.tonies.com The intuitive design and combination of collectible figurines, known as Tonies, and a speaker, known as a Toniebox, makes tonies a unique interactive audio system. The awardwinning audio system is transforming the way in which young children independently play and learn, with its child-safe, wireless and screen-free approach.

Within moments, infants and children are able to use their Toniebox independently and play their favourite Tonies to listen to stories and songs. Through use of the latest technology, tonies has perfected the user experience for parents and their little ones. Available in six eye-catching colours, the Toniebox is free of sharp edges and corners, and is shock resistant and water repellent. Even the controls make kids smile; squeeze the ears to change the volume, tap the sides to switch chapters and tilt to fast-forward or rewind.

Each beautifully designed Toniebox is soft enough to cuddle up to and robust enough to play with, which makes them ideal for children of all ages. There are over 60 Tonies and 23 Creative-Tonies available to purchase. The Tonie Family includes well-known and much-loved faces including The Gruffalo, Stick Man, The Snowman, The Little Prince, Little Red Riding Hood, Peter Pan and, more recently, the company’s first Disney Tonies.

Introducing children to classical music, the new Peter & The Wolf/ Carnival of the Animals Tonie plays a beautiful symphonic fairy tale. Narrated by the legendary David Bowie, and recorded in 1978, this classical music Tonie will take children on a musical adventure with the children’s story of Peter and the Wolf while the Philadelphia Orchestra brings it to life. The combination of music and storytelling on this double bill, which also includes Camille Saint-Saëns’ Carnival of the Animals, will delight children and parents alike.

Another new launch is children’s favourite Monsters Inc. In Monstropolis. The Tonie is filled with a selection of songs and stories from the popular Disney Pixar movie.

The new Oi Frog and Friends Tonie invites children to join Frog and his pals as they figure out the rules of sitting through the power of rhyme. Jam-packed with silliness and animals, and narrated by comedian David Mitchell, each story will have children and adults alike in stitches.

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can you RESist

the squish!?

TM

For Sales Enquiries Please contact: UKSales@jazwares.com © 2020 Kelly Toys Holdings, LLC

Tech Toys

Miko 020 4518 6975 | www.miko.ai Miko is the consumer robotics lab behind Miko 2, a robot designed for playful learning which educates, engages and entertains kids aged 5-10 years. Fuelled by Artificial Intelligence, IoT and emotional intelligence, Miko 2 is billed as a personal tutor, an edutainer and a smart friend that comes to life via state-of-the-art robotics and Artificial Intelligence. Through Internet of Things, Miko 2 offers a limitless future in cooperative robotics, with the ability to interact with fellow robots, autonomous functioning and a deeper human-to-machine interaction.

An ever-growing pool of educational content makes Miko 2 the ideal personal tutor. From learning how to code to exploring foreign languages, learning can be endless. Miko 2 can initiate conversation, share facts and even quiz kids’ knowledge. This innovative robot can also dance to kids’ music of choice, grooving to everything from ballet to jazz, tell jokes, explore lands unknown with children via stories and take part in puzzles, memory games and everything in between.

Designed by educationists, child psychologists and behaviour specialists, Miko 2 intuitively understands and responds to a child’s mood, adapts to their personality and grows with them.

Miko 2 features an ever-evolving app ecosystem with 12+ genres of content and more than five formats including Mixed Reality, A/V and more, engaging kids through stories, animations and more interactive content. Parents retain full control of exposure and progress through the Miko app, providing secure and child-appropriate content engagement.

Aiming to go the next mile in ‘EdTech’, Miko will launch Miko 3 this September.

The new iteration will offer heightened engagement via a touchscreen experience, creating even more memorable interactions and helping kids develop key skills and behaviours. To find and develop newer ways and forms of engagement through technology, Miko is keen to explore different content arenas. Interested parties are advised to contact Michael Beckett, director of licensing, regarding interactive audio and video content at michael@miko.ai.

VTech 01235 546 810 | www.vtech.co.uk Kids can take a photo and print it instantly with the KidiZoom PrintCam by Vtech, new for autumn/winter 2021.

This camera is jam-packed with fun features including special photo effects, stamps and borders, three games, panoramic prints and a comic strip maker. The flip-up lens allows for easy selfies too.

The camera also lets photographers turn their snaps into line drawings to colour in, or use the print shop to print games, design and print their own cards, pretend money, accessories and more. Alternatively, the product functions as a normal digital camera, allowing kids to take and save videos and photos, and transfer them via USB. The camera’s memory is expandable with the use of a microSD card (not included) and it comes complete with one roll of thermal paper for printing in black and white.

u

Toy World 68

Storytime meets quiet time.

With tonies®️ Headphones, your little listener can enjoy their Toniebox wherever you go!

Meet the tonies®️ Headphones!

These foldable, durable, kid-safe, volume-limiting headphones come in six colours to match your Toniebox.

Cushioned headband

Safe listening at 85 dB

Adjustable earpads

Detachable jack lead

Contact: sales@tonies.com

Size adjustable

Tech Toys

Golden Bear 01952 608 308 | www.goldenbeartoys.com customerservices@goldenbeartoys.co.uk Golden Bear’s innovative Smart Ball range brings the latest technology to outdoor toys, encouraging players to challenge themselves and brush up their skills while playing alone or with friends. Built-in speed sensor technology measures and relays the speed of each kick up to 100KPH. Speed Ball is like no other football and is designed to withstand even the toughest of kicks. It can also be used on almost any surface, including a garden, hall, field, or beach.

To activate, kids aged six and over simply follow the arrows for direction, press the button to begin, place the ball on the base, and kick. Pressing the button again reveals the kick’s speed as well as advice and encouragement to help improve technique. The hightech sensor can also be removed to turn the Speed Ball into a regular football. Speed Ball comes complete with five accessories and allows kids to challenge themselves, compete against each other, and even register their speed online as they compete for the ultimate Speed Ball score.

Golden Bear’s Smart Ball, meanwhile, challenges players to achieve the most tricks. This counting football, complete with lights and sounds, counts the number of keepie uppies performed up to 100 and speaks words of encouragement.

From Golden Bear’s pre-school portfolio, the Interactive Smart Duggee promotes fun, imaginative play and learning with three activity modes. Mode 1 is a voice activation toy. Kids press the paw to turn on voice-activation mode, then say, ‘Duggee’ followed by ‘music’, ‘hug’, ‘friend’ or ‘badge’ - Duggee responds differently to each. Mode 2 is Question Mode. When the purple question badge is pressed, kids can ask Duggee a question which he will answer with a variety of woofs. Mode 3 brings music, woofs and exclusive phrases from the BBC TV show’s narrator, Alexander Armstrong, to play. Made from a high-quality soft fabric, Interactive Smart Duggee is suitable for children aged from 10 months.

LeapFrog 01235 555 545 | www.leapfrog.com New for autumn/winter 2021 is LeapLand Adventures, a plug-and-play games console from LeapFrog. This video game, designed for children aged three years and over, takes kids on a quest to find four keys to unlock the Clever Castle while exploring letters, shapes, numbers and colours.

With no internet connection, downloads or account setup required, adults simply insert the plug-and-play HDMI game stick and USB power cable into the television so kids can start playing the video game immediately using the wireless controller. Players can choose between two characters and explore four different lands along the learning adventure. In Letterland, children will learn about letter sounds and words that begin with each letter, while Numberville will help children learn numbers whilst having fun by counting along with the characters.

Shapetown lets kids discover different shapes that are found in everyday life, and Colour Springs will show children a variety of different objects to help teach children about colours.

Kids can run and jump through progressive, replayable game levels to collect gems, cleverberries and treasure chest rewards.

The game can be played again and again, as kids collect additional gems, flags and banners to decorate the castle and celebrate at the Gem Festival. They can also explore more than 150 learning items at their own pace by playing the educational content directly in the Learning Centre.

LeapLand Adventures will be supported by a heavyweight TV campaign that will run from September onwards, throughout the key purchasing time for Christmas. The unique reach will also be extended via connected TVs by targeting co-viewing in pre-school content on YouTube, generating 2.1m views.

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R O B OT F O R P L AY F U L L E A R N I N G

Rakesh Kakaya +44(0)7956 964379 trade@miko.ai

/mikorobotusa

|

/mikorobotusa

|

/mikorobot

www.miko.ai

Tech Toys

Zuru info@zuru.com The sister brand to Zuru’s Robo Alive, Pets Alive launched in 2019 with Boppi the Booty Shakin’ Llama. New lines are continuously added, keeping the brand front of mind with consumers.

Hot on the heels of Pets Alive Frankie the Funky Flamingo, Zuru is launching Pets Alive Poppy the Booty Shakin’ Pug. Suitable for ages three years and over, Poppy dances to a choice of three songs while spinning her head and shaking her booty. A fun family toy with a realistic design, Poppy is expected to be a popular choice with consumers.

Expanding on its high quality, value-driven, interactive toy offering, Zuru introduces Pets Alive Pet Shop Surprise. This new line allows consumers to adopt, cuddle, interact and collect cute pets, each of which features speak and repeat technology, animal sounds and over 10 surprises inside. There are six pets to collect including a Kitty, Puppy, Flamingo, Sloth, Llama and Unicorn. Each pack incudes a pet carrier, an electronic plush and multiple fun accessories.

Both Pets Alive Poppy the Booty Shakin’ Pug and Pets Alive Pet Shop Surprise will be supported by a robust PR and marketing campaign across digital, social, TV and influencers.

Wilton Bradley 01626 835 400 | www.wiltonbradley.com sales@www.wiltonbradley.com Wilton Bradley’s Mi-Mic Karaoke Microphone Speaker is a compact, karaoke microphone system that lets kids perform anywhere they want, to the music they want. Developed with an official Bluetooth licence, performers simply connect their phone, tablet or computer to the speaker, play their favourite music, and sing over the top of it. Complete with echo function, USB charging and seven LED light functions, this microphone is a creative and entertaining way to combine technology and music.

The portable and compact Mi-Mic Mini Cube Disco Speaker, meanwhile, allows kids to create a karaoke disco in their own home. Ideal for parties and sing-alongs, this powerful 5W mini karaoke speaker can easily be paired with a chosen Bluetooth device from which to play music. Alternatively, a Micro SD card loaded with tunes can be used. Using the microphone, kids can then sing along and even add an echo function to make it sound like they’re performing in an arena, while the built-in LED disco ball creates the perfect atmosphere for a party.

The rechargeable battery gives a continuous play time of five hours, or the speaker can be mains operated instead.

Toynamics 01164 785 230 | www.toynamics.co.uk Hape, one of the leading brands within the Toynamics UK & Ireland stable, is leading the way in the tech toys category with the launch of the Hape Remote Controlled Train.

Part of the extensive Hape Railway range, the Remote Controlled Train features a modern design ideal for all little railway adventures. The train’s clever Bluetooth design means it can be controlled via an app, directing it forward, back or to a stop. The free app also lets children play five fun train sounds as they develop their hand-eye coordination, enjoy imaginative play and expand their learning.

The Hape Junior Inventor Collection, is a range of STEAM toys aimed at four years plus. This traditional range now offers added tech support in the form of a downloadable app that guides kids through different building options as they follow experiments and watch engaging videos. The app extends the learning and play value offered by the Junior Inventor collection and provides an opportunity for children to save photos of their creations and connect and send to friends. Several different kits are available including the Experiment Starter Kit, the Science Experiment Toolbox and the Deluxe Scientific Workbench.

Toy World 72

Viewpoint Ducking price rise communications

I

thought I’d share our experience at Wicked Uncle with how some of our suppliers have handled recent price increases, extremely badly in a few cases. ‘Cowardly’ is the word I would use.

Some pricing has been forced to go up, as shipping costs are currently vastly inflated, and the cost of materials has risen. As highlighted in Toy World recently, the Covidaggravated congestion at shipping ports has caused a huge demand for shipping space, delaying shipments and resulting in container costs increasing by several thousand dollars.

We placed an order recently for a 20 ft container of 2000 pieces and agreed to pay the additional £4k shipping cost, in effect a 10% price rise on each unit. We knew this when we ordered and fully appreciated the reasons why. We know about the reasons, everybody does, but the big question is how much should prices be raised and crucially how do suppliers tell you, the customer, that this is going to happen?

Last week (mid-June), we received an email from a supplier informing us of a 5% price increase in July - fine I thought, so let’s order now. We had last ordered in January, only to find when we tried to order that our price had increased by 20%.

When queried, we were told that was because of the price increase in May. “What price increase in May?” I dared ask. “We did ask Bill (recently left and name changed to protect the apparently guilty) to inform all his customers but this did not happen”, came the reply.

Enough. This is now the fourth supplier who has introduced significant price increases (20-35%)

without telling us, with no notice, in fact with no communication at all. When we asked why we hadn’t received any notice or even been told, the shifty and evasive replies contained everything from IT error, email problems and mail delivery, but strangely 5% price rise emails seem to have no problem getting to us. Ultimately, the four suppliers all blamed the salesman for not informing us. Conveniently, all four had salesmen who were no longer with the company.

One wooden toy supplier fulfilled our purchase orders and then invoiced with new pricing and without the discount we’d had for over five years. When queried (and yes that is the polite term), we were informed that our discount should have stopped months ago and how lucky we had been - we just didn’t realise how lucky we were. To put this into context, the discount owed was a retrospective credit for several thousands. We got it, but only after ‘making our position very clear’. And yes, once more it was all the fault of the salesperson no longer there who “did not divulge this information to the business” - really?

We deal with over 100 suppliers and the attrition rate of salesmen leaving during Covid is high. Of the suppliers that we’ve dealt with for more than five years, 70% of their salesmen have ‘left’ in the last year and the convenient ‘blame the salesman’ tactic seems to have become the default defence when challenged on why we were not informed of price rises. This is unprofessional and frankly cowardly, ducking the issue and expecting the customer to just accept it on the next order. Keeping your mushroom-like customer in the dark and hoping to glide a 20-

30% price hike past them is simply not acceptable. How naive do they think we are? Or is it that they just do not care as somebody will always pay these hugely inflated prices?

With another price hike that has apparently already happened (no price list received of course), we have ceased trading with the wooden toy supplier, having spent hundreds of thousands in the past few years.

Compare that with the approach of a properly run company, which writes to inform us of price changes in advance of a certain date, citing examples of shipping and material costs. Thereby explaining so we clearly understand and giving us due notice of the price increase coming – and a choice. One even sent me a list of all UK stock available at the old price, because this stock was bought before the shipping cost hike (a very good point). This company is as impressive as the not-so-fab four are poor.

We deal with some great companies, where everything is transparent about their pricing, their teams are efficient, have been brilliant during lockdown and are a pleasure to deal with. These include Learning Resources, Marvin’s Magic, Juratoys, Smart Games and Toynamics, to name but a few - like an Oscar speech, our apologies we can’t list you all. Thank you for being straight, a lesson some others clearly need to learn.

To any supplier hoping to smuggle a price rise past any of us in the toy industry, blaming the now unemployed salesperson for not informing us is simply not acceptable. Have the cojones to stand up and inform your customers of an impending price increase. Is that an unreasonable expectation?

Toy World 73

Liam O’Shea Liam founded Wicked Uncle, the online present specialist, with his brother Mike. As the buyer for the company, he has over nine years’ experience in dealing with suppliers across the toy and gift industry.

fresh FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone.

In July we have new releases from: Moose, MGA, Konami, Flair, Eaglemoss and Bruder.‑

Let’s Glow Studio

Flair 0208 643 0320 www.flairplc. co.uk sales@flairplc.co.uk.

Flair’s portfolio welcomes an exciting new socially-driven concept launching for the second half of 2021. Let’s Glow Studio is an innovative content-creation craft kit that lets kids glow-up their selfie videos, with no app required. With glow stick dances and challenges trending on TikTok, and the sharing of dancing/ fashion content a craze that is here to stay, Let’s Glow Studio is a timely and highly relevant addition to the marketplace. Kids can use the retro-reflective crafting materials to create retro-reflective accessories that will light up their TikTok, YouTube, or IGTV videos, livestreams, and photos.

The key line in the collection is the Let’s Glow Studio, which comes with everything that kids need to create their own glow-up content for social media. Included is a selection of retro-reflective accessories for hair, shades, nails, stickers and more. Once kids have created their glow-up accessories, they can hit the lights and shoot their social content using the included StarLight Clip. This LED selfie star clip can be attached to any phone, tablet or laptop. When the light shines at the retro-reflective material, while clipped in the line of sight, the camera will capture colour changing visuals. An impressive 16 colour options, as well as four light-changing sequences and speed control, give kids full control over their content.

Also launching for autumn/winter are three top-up packs, so kids can carry on creating. The hair, stickers and glove accessories can be used to create endless fun filled videos.

Let’s Glow Studio launches with full marketing support, including TikTok and YouTube influencer content, as well as an extensive TV campaign.

Lightning Overdrive

Konami Digital Entertainment B.V. 01753 271737 www.yugioh-card.com/uk Lightning Overdrive is the brand-new booster set for the popular Yu-Gi-Oh! TCG. Out now, Lightning Overdrive electrifies powerful monsters into devastating new forms and celebrates some of the best cards in duelling history.

Fans can bolster their deck with upgraded versions of beloved monsters from the anime series Yu-Gi-Oh! ZEXAL and Yu-Gi-Oh! 5Ds. The new addition also lets them explore the excitement and mystery of a monster-themed amusement park full of rides based on some of the most iconic cards in Yu-Gi-Oh! history.

With 100 cards to discover, including 14 Ultra Rare and 10 Secret Rare additions, Lightning Overdrive will shock opponents with its formidable power.

Whether they’re competing for the crown, returning to the world of YuGi-Oh! or starting out their adventure as a duellist, there’s something for all players in Lightning Overdrive. Each pack contains nine cards.

Toy World 74

Akedo

Moose Toys 01637 882200 www.moosetoys.com

Moose Toys is launching Akedo – Ultimate Arcade Warriors. Derived from the Japanese word for arcade, Akedo has a retro gaming look and combines all the extreme moves of arcade fighting with real battling action. Kids can challenge each other to one-on-one action using any of the 39 unique warriors, all of which pack a punch with individual battle styles and an array of aspirational, powerful, and sometimes funny weapons and accessories.

One Player Packs include a mystery warrior. Beneath the arcade style packaging, players can find a warrior from any one of the rarity categories including one of the 1,000 Limited Edition Mythical Stormstrike, a glow-in-the-dark Viking.

The pack also includes a battle controller for game play and keeping score when challenging opponents.

The Versus Pack lets kids battle with friends. Each of the six packs includes two warriors (one Classic and one Epic) and two battle controllers. Fans can also grow their collection with the Warrior Collector Packs. Every pack includes four battling action warriors, one of which is an Ultra Rare warrior, plus one mystery warrior revealed upon unboxing.

There also is a chance of finding Stormstrike.

The Starter Pack includes three warriors, (one Legendary, one Epic and one Classic), a deluxe joystick controller exclusive to the Starter Pack, and a rotary dummy training piece to perfect the split-strike move. There are two packs to collect: Legendary Punch Attack and Legendary Kick Attack.

The Ultimate Battle Arena brings the world of Akedo to life. This arcade-inspired electronic arena hosts any of the Akedo warriors for next level battle action and includes two exclusive Legendary warrior figures, two battle controllers, two interchangeable backdrops and over 35 sound effects.

For more information, visit akedowarriors.com.

h

The fun is building!

The New Airfix Starter Sets

• An easier build, designed with young modellers in mind!

• Paint a piece of history or let your imagination run wild using our handy painting guide • Show your plane taking to the skies with the display stand included with every aircraft • Encourages little hands to learn coordination and spatial awareness Contact the sales office now!

01843 233525 sales@hornby.com

Official Product

fresh

Star Trek Borg Cube Advent Calendar Eaglemoss Hero Collector 07534 400 934 | www.HeroCollector.com GlynnDavies@eaglemoss.co.uk

The perfect pre-Christmas gift for any Star Trek fan, the spectacular Star Trek Borg Cube Advent Calendar lets Trekkies celebrate every day of the holiday season. Designed in the shape of the ominous and iconic Borg Cube, this luxury calendar is packed with 24 high-quality festive gifts and accessories from beyond the final frontier. Hidden behind some of the doors are a set of coasters based on the design of console screens from The Original Series, Enterprise-D socks, an espresso cup commemorating the first warp flight in human history (in the year 2063), and much more. Created by fans, for fans, each day’s gift comes with a festive note detailing the story and trivia behind it, and both are wrapped together in branded tissue paper.

Hero Collector’s new advent calendar collection will also include a further two offerings for the countdown to the festive season; a Doctor Who TARDIS Advent Calendar, based on the Doctor’s iconic blue time machine, and The Beatles Advent Calendar, which features pop-art styling and an eye-catching rainbow Beatles design.

bworld beach-themed toys

L.O.L. Surprise! Tweens

Bringing summer vibes to the playroom, Bruder’s new assortment of beach-themed bworld toys introduces kids to a whole new world to enjoy.

The latest members to join the L.O.L. Surprise! family, the all-new L.O.L. Surprise! Tweens are positioned as ‘my first’ fashion doll collectibles and allow fans to unbox an entirely new size of L.O.L. Surprise! doll. Standing at 6.5”, Tweens sit in between L.O.L. Surprise! Dolls and O.M.G Fashion Dolls. Each Tweens doll comes with 15 surprises and reusable packaging that turns into a bedroom play set.

Bruder 00353 67 63800 | www.bruder.de

The impressive bworld Life Guard Station with Quad and Personal Water Craft is equipped with a rotating beacon for signalling hazardous situations, a life ring, chair, binoculars, ramp and swimming float. The lifeguard has a roofed hut to sit in, elevated for far-reaching views of the beach and sea, and access to two special vehicles. The quad bike and jetski both feature the highly recognisable red and yellow colourway most often associated with lifeguards.

The new range also includes the RAM 2500 Power Wagon Life Guard with figure and stand-up paddle board. This hefty yellow truck is liveried with the word ‘Lifeguard’ in large red letters, and is topped by a light & sound module for use in emergencies. A special rig in the flatbed holds a paddleboard for more relaxed enjoyment of the water. The truck’s doors open, the steering wheel controls the tough rubber tyres, and the included lifeguard figure is dressed for action. The figure can sit in the cab of the truck along with three others (sold separately) and can also stand up on the paddleboard.

Kids can also purchase a Life Guard with Stand Up Paddle set on its own. The female figure is dressed in a red swimsuit and comes complete with a paddle and swim float for rapid water rescues.

Finally, Bruder’s new bworld Kayak comes complete with an articulated kayaker dressed safely in a lifejacket and helmet. The red plastic kayak floats on water, making it ideal for indoor and outdoor play.

MGA Entertainment 0845 0533 333 | www.mgae.com

There are four runway-ready Tweens dolls to collect including new characters Fancy Gurl, Freshest, Hoops Cutie and Cherry B.B. Each doll comes with stunning features from head-to-toe, distinctive styles and unique personalities. Freshest, the cool and laid-back B.B. of the crew, loves skateboarding and video games, whilst Hoops Cutie is the sports enthusiast – trainers and athleisure wear are her goto. Fancy Gurl is the ultimate super social B.B. and is obsessed with all things pink, and Cherry B.B. brings the vintage vibes with her 50s inspired style.

Each doll also comes with a paper ‘journal’ that tells kids little more about her personality. With fashions, shoes, accessories and much more, these dolls offer a host of surprises to enjoy as well as the fiercest styles.

MGA Entertainment will support the range with an ongoing awareness campaign including influencer and celebrity engagement, social media activity including a digital launch event, heavyweight TV and ongoing PR activity.

Toy World 76

- Tough enough to be a toy, or smart enough to display!

- Complete with stands, stickers and rolling wheels

An exciting range of simple, plasticbrick-based model kits ideal for kids.

- These make great toys designed to last!

- No glue, no paint, just build!

J6040

®

LOCKHEED MARTIN®, F-35®, Lightning II®, associated emblems and logos, and body designs of vehicles are either registered trademarks or trademarks of Lockheed Martin Corporation in the USA and/or other jurisdictions, used under license by Hornby Hobbies Ltd.

J6037

Ford Motor Company Trademarks and Trade Dress used under license to Hornby Hobbies Ltd.

J6044

Trademarks design patents and copyrights are used with the approval of the ownerand/or exclusive licensee Bugatti International SA

Contact the sales office now!

Airfix.com

01843 233525 sales@hornby.com

Official Product

Feature

Construction Toys

Look what I made…

With the construction toys category experiencing a boom during the past year amongst both children and adults, toy manufacturers and retailers are hoping to build on that momentum for the rest of the year ahead. Sam Giltrow finds out more.

A

ccording to the NPD Group, building sets experienced significant growth in 2020 – up 18% on the previous year – and sales are still going strong. Lego saw its global consumer sales grow a staggering 21%, claiming this was largely driven by more people of all ages taking to brick-building during lockdowns.

Marius Lang, UK & Ireland head of marketing at Lego, says: “We have an incredibly strong portfolio which offers creativity for all ages and interests, and, in addition, we also began to see the benefits of large-scale investments designed to support long term growth, such as in eCommerce and product innovation. Our agile supply chain allowed us to fulfil huge online demand and our Lego colleagues around the world worked incredibly hard to bring opportunities for play to children and families.”

During this time, Lego enjoyed many successful launches including Lego Super Mario, Lego Dots and Lego Vidyo music video maker which, through Lego’s partnership with Universal Music group, combines children’s creativity and passion for music with Lego.

Marius says that during the past year, The Lego Group has seen more people of all ages building with Lego bricks including many new adult builders, and it has been developing new Lego sets which tap into passions and interests in different ways, providing a more sophisticated and immersive building experience. For example, the company recently launched the Lego Art World Map which allows builders to immerse themselves in creating a stunning representation of the earth from 2D Lego tiles, even pinpointing where they have travelled.

Licensed properties remain a key part of the company’s product portfolio and, with the 20th anniversary of Harry Potter this year, the Lego Group has announced eight new Lego Harry Potter products, plus the arrival of exclusive minifigures. The Star Wars portfolio has also seen a number of new additions, and the Lego Super Mario range will continue to evolve and expand.

Licences are gaining more importance for Mattel too, which also enjoyed a great year according to UK marketing director Kelly Philp. Its popular Mega construction range grew in share and value in 2020 and Mattel not only ended the year as the number two manufacturer in the building sets supercategory, but its renowned 60 Piece Bag remained the number one item in junior building sets.

“We are in a fantastic position to continue this success in 2021 and have already seen this momentum continue in the first half of this year within junior building sets,” Kelly tells Toy World.

Indeed, Mega’s sales value was up 23% YTD, whilst it also saw continued share growth (NPD Report April 2021).

As with any toy category, Kelly says innovation is key, and Mattel has continued to add to its existing product lines and introduced some exciting new ranges to its portfolio. “We are seeing licences as a particularly important area to continue to innovate, with a number of new items planned for launch this year, not only in our existing licensed product lines such as Pokémon and Halo but also with brand-new lines joining the Mega range, such as Barbie and Paw Patrol: The Movie,” adds Kelly.

Toy World 78

This summer will see the launch of the new Mega Barbie building sets, with the line including a range of themes, from the fan favourite Dreamcamper to a Beach Adventure play set. There will also be a partnership with Paw Patrol: The Movie, with the new movie line in stores this summer, ahead of the cinema on 13th August.

“Paw Patrol has been doing incredibly well (+17.4% YTD - UK, Total Market, May 2021) and with the movie launching in August, we’re really looking forward to seeing this line out in the market,” says Kelly. “And with the Barbie brand on such an incredible trajectory of growth, this is the perfect time to join the two brands together” she explained. “Our existing licences also continue to remain important to our line; Squirtle is set to join the great range of Mega Pokémon already in the market, while there will also be new Halo lines launching later this year.”

Although the construction market is dominated by the bigger players such as Lego and Mattel, their popularity helps draw kids into other construction brands, according to Clive Wooster, MD, Geomagworld, the leading brand in the magnetic construction field: “Lego shines a spotlight on the construction market which is helpful to bring it to a wide audience,” he explains.

Clive says that after allowing for store closures in early 2021, the momentum for construction toys seems to be continuing: “Listings are strong, Christmas orders look healthy, and we are planning for a year of growth.”

He adds that Geomag is a unique offering product-

GRAVITY & MAGNETIC MOTION

, S E OX B E T H N T E E FER N I B DIF !

M S O D T C UIL I U C B CIR

BUIL

Feature

Construction Toys

wise, and margins for retailers are very strong.

Minimum order levels are very modest too, which allow for little and often buying.

“We’ve been trying to ensure it’s easy to get Geomag in stock. We have a promotion in place which gives enhanced margins. Our minimum carriage paid order is a mere £150, we provide a full set of POS material, and we have a good level of stock in the UK courtesy of our Swiss manufacturing location,” he says.

Clive adds that, despite innovation being very important in bringing in new lines, so are the basics such as products that introduce engineering principles and, of course, fun. The company has added Magicube Shapes to its pre-school line, which is selling well, and for the second half of the year, Geomag’s new Mechanics Gravity and Motion ranges are securing good distribution.

In April, Geomagworld’s Geomag and Magicube ranges received Early Years STEM.org Authenticated and STEM.org Authenticated Trustmarks, recognising the educational value of the toys. “This is another reassurance that our products are well thought out and carefully designed. It gives our retailers confidence that they are running a quality line with education at the forefront,” says Clive.

Another key issue is sustainability and Geomagworld’s products are virtually all now made from 100% recycled plastics, while packaging is around 85% recyclable. The company’s factory operates on a fully sustainable basis. “I can only speak for ourselves but our credentials here are class leading,” Clive tells us.

Mattel too, has been inspired to develop more sustainability across the toy industry in general and recently announced the launch of Mattel PlayBack, a new toy recycling programme, where families can send old toys back to Mattel, who will recover and reuse materials for use in future Mattel products.

“The Mattel Playback programme helps put valuable materials back into play and out of landfills so that the fun comes full circle,” says Kelly Philps.

“This launch supports the company’s commitment to transition its toys and packaging to 100% recycled,

recyclable or bio-based plastics by 2030.”

“I think there is some really positive work being done by a number of companies, but it is a complex issue and one that needs long term support to drive real change,” adds Lego’s Marius Lang.

The Lego Group has a number of initiatives in place, and in 2020 announced that up to $400m will be invested over three years to accelerate its sustainability ambitions, which will focus on bringing learning through play to more children, reducing environmental impact and ensuring inclusive workplaces for all people involved within The Lego Group.

“We also announced last year that we will begin removing single-use plastic from our boxes as well as a commitment to reducing absolute carbon emissions by 37% by 2032, a target approved by the Science Based Target initiative as consistent with levels required to keep global warming to below 1.5°C,” says Marius.

Sustainability is also being taken very seriously

by DKL Beysal, distributor for the Plus-Plus range construction system, which allows children to build colourful 2D mosaics and 3D creations and even create curved shapes. The Plus-Plus head office and factory in Denmark uses 100% green energy from wind power and has a no waste policy. All of its products and packaging are 100% recyclable, and all excess waste is re-ground and used as material for new Plus-Plus components.

The Plus-Plus brand is an important line in DKL Beysal’s portfolio, and it is expanding, as the company continues to innovate. “It’s hugely important to be innovative and at the same time offer children the opportunity to use their own imaginations to build and create,” says Terry Crew, MD at DKL Beysal.

He adds that the company recently launched the Plus-Plus Go range which totally transforms the way kids can play with Plus-Plus, as it includes wheels to make various vehicles. The product is manufactured in Denmark, meaning there are only short lead times and “none of the issues currently seen on containers coming out of the Far East,” according to Terry. Plus-

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Plus is also machine washable up to 90 degrees, which is another great advantage in the current climate of the pandemic, and the range has price points to suit all budgets.

Since UK toy retailers re-opened in the spring, DKL-Beysal has been supporting them with additional discounts, free sample packs as giveaways and in-store promotional activity, and throughout 2021 the company will also be supporting Plus-Plus with high-profile marketing campaigns to include influencer campaigns, extensive social media and PR activity, features in leading consumer magazines and much more.

Retailers of all shapes and sizes remain confident about prospects for the construction category.

John Testori, director at Bambola Toymaster, St Helier, Jersey says the sector saw a “massive spike” throughout the lockdowns, particularly among older consumers. “We recently had the Friends Apartments set come in and we sold four on the first weekend.

I think this is because Lego now has a huge adult fan base. Last year there was a spurt again because everyone was stuck at home, and I think it has created an even bigger following, which does not seem to have dropped this year,” he says.

He says that during March last year when there was the threat of lockdown and the uncertainty of how long it would go on for, big Lego sets were flying out the door as people clamoured for projects to keep them busy while stuck indoors. “People were coming up to the counter with a £600 Millennium Falcon on their shoulder. It was mad.”

Tom Popple, director of The Toy Planet in Wantage also reports that demand for Lego has been sky high throughout the pandemic. “When the shop was closed over lockdown, we continued selling on online marketplaces and our own website. All Lego sets saw a massive spike as people turned to construction toys while they were at home.”

Over the following pages, Toy World highlights the latest offerings from the leading suppliers in the construction category.

Follow FlairGP.co.uk/laserpegs

Construction Toys

Hornby Hobbies/Airfix 01843 233 500 | www.hornby.com Airfix firmly believes that the fun is to be had in the journey and not necessarily the destination and it has taken this enthusiasm into redesigning all of its new Starter Sets. As always, the priority is on the build, and each new kit has had its construction process completely streamlined, with young modellers in mind.

Airfix Starter Sets, such as the Sherman Firefly and the Tiger I tanks, encourage little hands to learn coordination and spatial awareness while they piece together their models, as every kit is aimed at an audience of 8+. These particular kits come with easy to model tracks for the tanks to sit on, adding an authentic feel to the finished piece. Each of the Starter Set aircraft and tank models come in a 1:72 scale, allowing beginners to perfect the art of the detail before committing to something more time-consuming. They are also the perfect way to learn a bit of history while letting young modellers’ imaginations run wild with the design element. The helpful painting guides included in every kit allow modellers to choose whether to paint an iconic piece of history, or step outside of the box, creatively speaking.

The RAF Red Arrows Hawk Starter Set takes aspiring modellers on an adventure worth writing home about. The dual control BAE Hawk T. Mk.1 model was born from the RAF’s advanced trainer and has been used by the Red Arrows since 1979. The aircraft is essentially the same as those flown by RAF Advanced Training Students, with the exception of the smoke generators and a slightly uprated engine giving a faster response time to changes of power setting.

With Airfix, modellers can take an important piece of English history home with them, to build and decorate how they see fit. Airfix Starter Sets are also models made to last, as each aircraft set comes with a stand to proudly display the finished product. In every box, modellers can still expect to see the iconic Humbrol trio of a tube of poly cement, a paint brush and acrylic paints: everything a first timer will need to launch themselves into an exciting scale modelling hobby.

The Airfix Quickbuild brand offers a whole host of licences, all designed to contribute to the enhancement of cognitive skills and the promotion of independent learning in younger people. The Quickbuild range is a collection of simple, brick-based model kits ideal for kids, complete with stands, stickers and rolling wheels. They make toys designed to last and there is no glue or no paint involved, just building. Once built, they are smart enough to be displayed on a shelf. Quickbuild models are aimed at ages 6+ and are firmly at the beginner skill level, so anyone new to the hobby is encouraged to give them a go.

One of Quickbuild’s newest models is the F-35B Lightning II. Its inspiration is a single-seat, single-engine supersonic jet with the most advanced computers and networking abilities yet to take to the air, and stealth capabilities designed to make it hard to pick up on enemy radar.

The F-35B variant has a lift fan mounted behind the cockpit giving the jet short take-off and vertical landing capabilities, meaning it can hover like a Harrier. All of these amazing qualities make for an incredibly unique model and no detail is left out. The F-35B is a memorable build and contains 38 pieces within the box.

Developed as a street-legal counterpart of an off-road racing vehicle, the Quickbuild Ford F-150 Raptor is optimised for off-road use, with four-wheel drive, all-terrain tyres and an upgraded suspension system. These reallife features translate to the Quickbuild model’s cool design, creating a durable yet stunning finished product. It can be constructed in 43 pieces.

Another amazing car company Airfix collaborates with is Bugatti.

The Quickbuild Chiron is based on the fastest, most powerful and exclusively produced super sports car in Bugatti’s history. Its sophisticated design, innovative technology and iconic, performance-oriented form make it a unique masterpiece that pushes boundaries beyond imagination. Those ideals marry perfectly with the Quickbuild version and modellers can build this ultimate supercar design in just 44 pieces.

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Construction Toys

Carrera Revell UK 01296 660291 | www.carrera-toys.com Launching this September is Carrera’s new and innovative, turbo-assisted Carrera Go!!!

‘Build ’n Race’ system which is sure to be a big hit with budding young racing drivers aged six years and over.

Combining the best of two game worlds, slot cars and coloured building bricks, kids can create all-new worlds to race in, with limitless possibilities.

Special crossbars and clips help integrate the included Go!!! track system with familiar building bricks that children already own to create structures that can be as wild as the builder desires; they can create varied racetracks and buildings, or go on flights of fancy with imaginative bridges and towers, all with myriad colours. The included vehicles can also be modified, with removable body shells that allow kids to substitute building bricks to create their own body designs, changeable from race to race. Layouts and cars can also be revised and redesigned whenever, so each race will be unique from the last.

Carrera Go!!! Build ’n Race launches with three sets of different lengths and complexity, and all include a modifiable Race Car and Race Truck with turbo-assist controllers to get started. The Carrera Go!!! Build ‘n Race - Racing Set 3.6 (measuring 3.6 metres) is the entry-level figure-of-8 set and includes tight bends and long straights to make full use of the turbo function for fast overtaking, plus there’s a challenging bottleneck to catch out the unwary. The slightly bigger Carrera Go!!! Build ‘n Race - Racing Set 4.9 (measuring 4.9 metres) is the intermediate set and adds a looping system into the mix.

Completing the line-up is the set with the longest track layout at an incredible 6.2 metres - Carrera Go!!! Build`n Race - Racing Set 6.2. This sprawling layout, which has extended straights to maximise the race potential of the turbo-assisted vehicles, also includes a ski jump for breath-taking stunt action. A series of tight curves will require braking skill to ensure cars stay on the track for the next blistering straight run. A dedicated Build ‘n Race Track Expansion Pack, launching at the same time as the sets, adds a further two metres of track length to any of the sets easily, unlocking the potential of the layouts even more.

Toynamics

0116 478 5230 | www.toynamics.co.uk | sales@toynamics.co.uk Toynamics UK & Ireland has a portfolio of construction toys within the Hape and Nanoblock brands including the Hape Junior Inventor sets, which allow children to explore the basics of science and construction and apply them to the real world.

With a number of different kits to choose from, children aged four years plus can start with either the Experiment Starter Kit or Science Experiment Toolbox before advancing to Hape’s Deluxe Scientific Workbench when they’re ready to take on a greater challenge.

The Science Experiment Toolbox offers children the opportunity to discover six diverse science experiments. From creating a waving hand to a climbing frog, the 32-piece set offers great play value for children as well as storage for all the tools and parts.

The Deluxe Scientific Workbench is packed with 79 accessories for children to undertake 15 different science experiments.

Once the workbench is assembled, kids can either consult the enclosed guide or access the instruction manual via the free digital app to choose which experiments they wish to try.

Hape Quadrilla is a creative and detailed version of the classic marble run. The well-constructed wooden pieces can be continuously reconfigured to build interesting marble run routes. The Quadrilla system is great for teaching children fine motor skills, STEM principles and problem solving as they work out the different spins, drops and speeds, and how to control these through the build. There are different sets available to suit both budget and building ability.

Nanoblock, the world’s smallest micro-sized building block, offers children aged 12 years plus hours of construction themed fun.

Following on from the success of the licensed category, new for this year is the Sonic the Hedgehog and Crash Bandicoot range.

The licensed range also includes best-selling licences Pokémon and Peanuts, and generic themes are also available including animals, food, sights to see and more.

Crafted from the highest quality natural materials, Hape toys use only water-based paints which are tested rigorously to ensure customers get both value for money and quality.

As with all Toynamics brands, Hape receives high profile marketing support, from social media to shop in shop installations and attractive display solutions.

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Construction Toys

Spin Master

01628 535 000 | www.spinmastertoys.co.uk Spin Master offers a great selection of construction toys that encourage educational play for children of all ages, assisting in the development of skills such as hand-eye coordination, problem solving and creativity. For younger children, junior building sets from Meccano are an excellent option, while children of all ages can enjoy immersing themselves in the world of real skate brands with Tech Deck.

The Meccano Junior Official Monster Jam Grave Digger Monster Truck is specifically aimed at younger builders and gives children the opportunity to build and customise their own Monster Jam machine.

It includes two tools and 127 parts to unleash boundless creativity and includes a pull-back motor to pull off high-flying and gravity defying stunts. This set is the perfect way to help children use construction toys to learn key principles of science, technology, and engineering.

Another popular construction toy comes from Spin Master’s fingerboard brand, Tech Deck.

The Build-A-Park World Tour ramp set includes everything needed to build a custom park and is the ideal arena for skate fans to perfect their fingerboarding skills. Each piece is inspired by real world skate spots, so is the ideal set for skateboarding fans or anyone looking to learn more about the popular sport. Older children can use their dexterity to master complex manoeuvres while younger children can also experience the thrill of some of the simpler tricks. This set is a great choice for children of all ages and would be the perfect gift to celebrate skateboarding’s Olympic debut this year at the games in Tokyo.

Mattel

01628 500 000 |

www.mattel.com

New for 2021, the buildable racing themed Build & Rig Race joins the Mega range, with rolling wheels and an easy-to-build race car that makes racing sounds. Alongside this, Mega has also launched its new role play segment with the Lil’ Building Drill Set, Lil’ Building Kit and Lil’ Building Workbench. These play sets are designed to help toddlers develop fine motor skills and creativity, with the blocks compatible with all Mega Bloks building sets.

Mega Construx also launched its new buildable Hot Wheels sets this year, including Hot Wheels Racers, Hot Wheels Tiger Shark and Bone Shaker Monster Trucks and a Hot Wheels Rodger Dodger & Racing set.

In addition to this, Barbie is joining the Mega Construx family in autumn/ winter 21, with a range of building sets that are designed for beginners and offers storytelling play with every step of building. This will include a range of products and play sets building out some of Barbie’s most iconic themes and scenes.

Mega Construx will also continue to expand its fan favourite Pokémon line with Bulbasaur joining Pikachu and Charmander in the Small Scale Assortment.

Squirtle willalso be joining the Pokémon family to complete the trio of evolutions in autumn/winter 21. Finally, Charizard is joining the range in a new, larger size, so Pokémon fans can build bigger battles with their favourite characters.

A new Halo range has joined the Mega Construx line, with new figures and vehicles to collect from the popular franchise, and the game set to launch in late 2021.

The pre-school range, part of the FisherPrice family, continues to communicate the developmental benefits of construction play through a range of products suitable for 12 months+. Perfect for little hands, the Mega Bloks range includes the ABC Learning Train and Build n’ Learn Table.

2020 was a great year for the brand, which grew significantly in share and value. Mattel not only ended the year as the number two manufacturer in the building sets supercategory, but the renowned 60 Piece Bag remained the number one item in the junior building sets class.

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Explore the relationships of architectural styles with Tabletop Notch Blocks, available in Western and Eastern build themes. The plastic blocks in subtle wood tones have notches that connect for strong, detailed builds and can withstand natural elements for outdoor exploration. Special ladder and bridge pieces connect different elevated platforms in each creation. Each set includes 10 double-sided inspiration cards relating builds to real-life architectural examples.

Tabletop Notch Blocks - Western

Tabletop Notch Blocks - Eastern

www.guidecraft.com

Includes inspiration cards Sales Rep: Lorna Smith (EMEA) Email: lsmith@guidecraft.com

Phone: +44 (0) 7725833273 Skype: lorna.smith966

Construction Toys

Flair

0208 643 0320 |

www.flairgp.co.uk | sales@flairplc.co.uk

The all-new Laser Pegs collection from Flair offers a fun alternative to traditional construction toys, letting kids light up their creations.

The new sets in the award-winning Laser Pegs range will be available from autumn/winter 21 and will launch with 360-degree marketing support including heavyweight TV and comprehensive digital activity. Each set comes with patented light bricks, allowing builders to illuminate their toy. Not only are Laser Pegs fun, they also enhance a child’s understanding of spatial relations, creative abstract thinking, problem solving and mathematics skills by grouping, and improve hand-eye coordination.

Presenting plenty of constructive play possibilities, the Laser Peg Multi-Models sets let children build, play and rebuild over and over again into their own creations. From autumn, kids will be able to collect and construct the 4-in-1 Red Racer, with its incredible 185+ pieces, the 4-in-1 MicroHawk Faucon, the 4-in-1 Construction set and the 5-in-1 Spark Hawk. Meanwhile, the Laser Peg Micro-Sparks 2-Pack sets offer great value for money and come with more than 100 pieces for quick, fast, fun builds.

Flair’s heritage Stickle Bricks brand offers a more traditional option in the construction category and has been a favourite among toddlers for generations.

For kids as young as 18 months, the Stickle Bricks Little Builder set is a perfect entry point into the range, letting little ones begin building with the assortment of brightly coloured bricks. For bigger builds there’s the Fun Tub, which is perfect for young builders. When play time is over, the tub doubles as a handy storage container. The Stickle Bricks Farm Set comes with fun pieces that are perfect for a chunky colourful tractor project, complete with tractor wheels, a farmer to drive it, a field full of crops and a pigpen.

Geomagworld

07831 886 997 | www.geomagworld.com Geomag has undertaken a complete overhaul of its Mechanics Motion range, an innovative contactless transmission system which uses the attraction and repulsion of magnets. The brand-new range includes three items with piece counts varying between 35 and 160 pieces, and a price point for everyone.

The introduction of the Easy Combo System allows all the Mechanics sets to be fully interchangeable and inter connectible too, providing a great opportunity for cross sell and repeat purchases.

The new Geomag Mechanics Motion Range, made using up to 100% recycled plastics, features updated packaging and graphics and also includes a handy pocket-sized storage and travel box. The sets are targeted at an age range of 7-14 years.

Geomag has reproduced the famous ball bearing invented by Leonardo Da Vinci, to set in motion the exciting Mechanics Motion platform. Kids can build amazing models on top of the ball bearings and use the repelling forces of the magnets to create movement without any physical contact. With Mechanics Motion sets they can build multiple rotating models, discover the Earth’s magnetic field, explore the polarity of magnets and learn basic mechanics elements all whilst having fun.

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Construction Toys

Playmobil

01268 548111 | www.playmobil.co.uk

The Playmobil Novelmore adventure continues with new sets based on the popular animated series about heroic knights and lawless villains.

The latest instalment set in the mystical Violet Vale centres on two apprentices set to be trained by Timithor, the Wizard of Time. Andowan longs to become the best wizard of all time, while rebellious Omagus becomes an apprentice of Timithor’s archenemy, Umbrathor, who is wreaking havoc across Violet Vale. Omagus is sent to the arid Sal’ahari Sands to find a mysterious elixir, which Umbrathor intends to use to awaken the guardian of the Skeleton Temple Sul’Thanath and his army of undead skeleton warriors.

Fans of the series, which is shown on YouTube Kids and on all Playmobil YouTube channels, can discover Sal’ahari Sands and its warriors from July. One of 12 collectible skeleton warriors can be found in each Skeleton Surprise Box. The reusable boxes have a lenticular label with changing display on the lid and come with various accessories. The highly detailed Skeleton Army Temple houses a mysterious energy source, which has a special induction feature that charges the eyes of figures included in the set with a spooky glow when they are nearby.

The world of Novelmore will expand even further with a new dimension in late summer. With exciting features and secret hiding places, the tall Wizard Tower is home to Timithor, the Wizard of Time. His archenemy Umbrathor wants to tap into the dark magic at the Demon Lair to unleash trouble in Violet Vale and Timithor enlists the Demon Patrol and other magician companions to try and thwart Umbrathor’s evil plans.

Playmobil’s Novelmore play theme has plenty of exciting adventures to experience alongside its central heroes: adventurous Prince Arwynn, brilliant inventor Dario Da Vanci and the daring Lady Gwynn. With many other original characters and two mighty castles, this world of knights centres around mystical stories and play sets with creative features and defensive setups – giving children everything they need for action-packed tales of heroes, both at home and beyond. Fans can dive even deeper into these stories of knights and magic by watching the CGI-animated series on YouTube and YouTube Kids, with the story continuing with new episodes in Q4.

The theme will include retailer assets such as sales stands, window displays and large figures. Novelmore will also be supported by a bespoke media package including digital, social and influencer marketing campaigns.

Ravensburger

01869 363 830 | www.ravensburger.com The GraviTrax universe goes one step further with the all new GraviTrax Starter-Set Obstacle, which will be hitting shelves this month. With this STEM construction toy, science meets creativity, and play opportunities are endless, especially as all GraviTrax sets are compatible.

The Obstacle Starter-Set is new, suitable for beginners to practise their best trick shots and crazy stunts. The pack includes some of GraviTrax’s most dynamic extensions including trampolines, a zipline, transfers, bridges and the spiral. With this starter set, children can create near limitless obstacle course marble run tracks. With an element of challenge, only clever construction will enable the bridge to go down and the transfer to take the marbles across to the finish.

All the components in the Obstacle Starter-Set are available on the GraviTrax app, so there is plenty of opportunity for kids to practise at home. Weekly news continues for the ‘I am a GraviTraxer’ initiative with new GraviTrax videos uploaded to YouTube every Tuesday.

Throughout the year, Ravensburger will continue to invest in the GraviTrax brand to deepen awareness through a variety of campaigns. Activities include digital and TV, with a focus on engagement with GraviTrax fans as the brand looks to create a community showing all the great stunts and tricks that can be built with GraviTrax.

Toy World 90

K!

CLIC

CREATE YOUR OWN RACE CAR AND GO!

Available September 20062529UK, Build 'N Race “Racing Set 3.6” (3.6m)

20062530UK, Build 'N Race “Racing Set 4.9” (4.9m)

20062531UK, Build 'N Race “Racing Set 6.2” (6.2m)

carrera-toys.com Carrera Revell UK Ltd.

Unit 10, Old Airfield Industrial Estate, Cheddington Lane, Tring, Herts., HP23 4QR

Tel.: 01296 660291 Email: office.uk@carrera-revell.com

Construction Toys

Guidecraft

07725 833 273 | www.guidecraft.com As part of the 2021 launch, Guidecraft has introduced construction sets rooted in traditional Western and Eastern architecture.

Tabletop Notch Blocks, which are available in both Western and Eastern-inspired sets in various piece-counts, feature neutralcoloured plastic pieces that easily connect to create strong, detailed builds. Children aged three years and up can enhance their fine motor and architectural planning skills while creating authentically-inspired, multi-level structures using a variety of pieces, including ladders and bridges.

The curved pieces included in the Eastern sets, special pieces with right angles included in the Western sets and double-sided inspiration cards with relevant references serve to further lessons and learning opportunities during play. The durable plastic pieces can be used outdoors or indoors and integrate seamlessly with natural elements such as water, sand and dirt. Children can also incorporate found loose parts into their builds to enhance dramatic play and natural connections.

Creator of naturally inspired children’s toys for over 50 years, Guidecraft emphasises the importance of open-ended play, the beauty of organic, loose parts and the significance of hands-on learning. Through a range of toys that are inherently educational and STEM-based, Guidecraft enriches children’s lives through constructive play and encourages them to use their imagination in the classroom and beyond.

Amaroni

01205 260 384 | www.amaroni.com The different coloured blocks of the Haba Viridis 3D arranging game inspire kids to explore their imagination and create a variety of patterns and shapes.

The three-dimensional building blocks can be fitted together to produce small, simple or complex structures and designs and the variety of shapes that can be produced is limitless. The blocks are equally suited to solo play and playing in company, with easy to grip geometric forms to help develop both spatial creativity and fine motor skills, suitable for children ages three and upwards. Viridis 3D can also be combined with other Haba three-dimensional arranging games such as Rubius 3D and Aerius 3D to bring an even wider variety of shapes and colours to the creative mix.

Viridis 3D is manufactured to the highest quality.

Consisting of robust wooden pieces, the set also features a three-way colour harmony that is particularly appealing to a child’s eye. Each set comprises 21 easy to grip beech wooden blocks and a booklet with templates for little ones to replicate.

All Haba wooden toys and games let children learn about the world around them through play. Playing and building involves discovery and learning, encouraging children to engage in a variety of activities that will develop important skills without demanding too much (or too little) from them.

Amaroni is the official distributor for Haba toys and games in the UK.

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IN-STORE SUPPORT

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15

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RETAIL FROM

£3.99

MADE IN DENMARK

For fur ther infor mation please contact sales@dkl-beysal.uk, call 01604 678780 or visit us at w w w. d k l - b e s y a l . u k

Construction Toys

Cheatwell Games 02392 524098 | www.cheatwell.com | sales@cheatwell.com Cheatwell Games is expanding its range of marble runs with the 7 Trampette Bounce Edition and the Helix Spiral joining its award-winning line Engenius Contraptions Double-sided Marble Run. The flat-packed, put-it-together-yourself marble runs are powered by an electric motor, which makes the marbles rise to the top of a lift before descending in an entertaining and mesmerising way.

With Bounce, the all-new motor-driven lift raises a column of marbles which run down a slide and onto a series of trampettes, the balls bouncing from one to the other before being captured by a spiral hopper and returning to the start. The stimulating construction set certainly offers the ‘wow’ factor.

The other all-new edition is the Helix marble-run. Inspired by Victorian cast-iron engineering, the balls revolve three times around a helical track that’s over two metres in length. The kit is an elegant combination of laser-cut plywood parts and paper construction straws and is straightforward, yet rewarding, to build.

Kids can also bring home the thrill of the amusement arcade with Spinball Games, compact versions of the much-loved pin ball machines. Easy to assemble and great fun to play, instead of balls there are spinners to launch with a flick of a finger in a bid to gain the highest score. Users can recall the sci-fi excitement of the Dan Dare days with Alien Nation, while it’s full scream ahead with the Ghost Train option.

Cheatwell’s Build It range of 3D models faithfully recreate the most remarkable machines designed by British engineers. No glue or tools are needed, so kids can simply push fit and build. The top-selling Flying Scotsman, Mallard, Supermarine Spitfire and Titanic all have new packaging for 2021.

Mixed cartons are available for all series.

Smart Toys and Games 01903 885669 | smarttoysandgames.co.uk | uk@smart.bem Whether it’s construction toys for the youngest players or those a little older and ready to build something epic, Smart Toys and Games has construction toys covered for all ages.

From as young as 12 months, SmartMax introduces children to the world of magnetism with its award-winning pre-school magnetic construction sets. The simple, yet effective design of the brand’s bestselling My First sets enables children of all ages to engage with the product and allows them to build their own unique constructions in a multitude of ways.

Launched this spring, My First Acrobats includes six different shaped geometric magnetic building blocks and three metal balls, each with a different character face. Children from 18 months plus will love creating endless stacking possibilities. With multiple ways to play, toddlers can follow and complete the 24 picture challenges on the cards provided or combine the pieces as they wish to make cool looking acrobatic structures. This set encourages the development of a number of key skills including colour and shape recognition, hand-eye coordination, and planning and logical thinking.

As children develop, the DIY science and engineering wooden construction sets from Smartivity have been designed to engage young minds and inspire future makers. Not only promising to make learning fun, once complete, the sets provide children with a high-quality toy to play with. Based on the principles of STEM, Smartivity’s laser cut construction and activity sets are made from sustainable, engineered wood. From cars to rollercoasters, music machines to robots, children 6+ will enjoy building, playing and learning from these DIY kits.

The global bestseller for the brand is the mechanical Music Machine for 8+, a kit which includes everything children need to build their own xylophone.

Meanwhile, Smartivity’s Stem Wheels Speedster construction car takes the adrenaline rush to the next level, while the brand’s Roboformer Rover-Bot 2-in-1 construction toy allows children to construct two different toys using the same parts; a wind-up car and an attacking bot.

Through play, Smartivity introduces children to fundamental STEM concepts like domino effect, force, momentum, gravity, elasticity and trajectories, among others.

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Construction Toys

Sawdust & Rainbows 0845 862 3770 www.sawdustandrainbows.com Sawdust & Rainbows – famed for its hand-finished, Pikler-inspired activity toys – has just unveiled the latest addition to its innovative range: Scaffer.

The toy, which takes its name from the trade term for someone who builds scaffolding, is a completely unique system of interlocking boards, precision cut from the company’s signature birch plywood and designed to be assembled without tools or fixings, enabling children to build freely and independently.

Construction is the ultimate example of open-ended play, challenging kids’ critical thinking and reasoning skills as well as their imaginations, and STEAM toy Scaffer gives children the freedom to build what they want, while developing their hands-on exploration, problem solving, mathematical, deep thinking and teamwork skills.

The Sawdust & Rainbows team spent two years designing and perfecting the interlocking system, which features a series of shaped notches that allow the boards to simply slide and tilt into place, with no tools or fixings required. The entire system is based on just four panel sizes and allows children to build crate-style structures complete with doors, windows, a roof and even castle battlements for hours and hours of imaginative play. Each panel features two ergonomically-shaped hand holds, making it easy for kids aged six and over to grip, carry and position the boards all by themselves, delivering an open-ended play experience that is educational, rewarding and fun.

When kids have finished playing, Scaffer can be taken down and stored away in its own wooden crate, taking up minimal space when not in use.

Scaffer is available in a range of kit sizes, including the Starter, Mega and Ultimate kits plus an education kit and three add-on kits for additional versatility. The Starter kit contains 26 individual panels, which is enough to build one module, while the larger kits have more panels and can build up to four cubes, with the addition of some extras.

H Grossman 01603 397105 | www.tobar.co.uk |

sales@tobar.co.uk

This year has seen the postponed launch of the Bburago Build Your Own City range which enables children to tailor make their own metropolis.

Complete with all the relevant vehicles, cities can grow with the addition of a burger bar, police station, train station, hotel, kiosk, post office, pharmacy, car dealer and, of course, a toy shop. The City Scape is great quality and has real collectability, especially as it has added gift appeal. Builders are able to add to the collection at the price point suitable for them.

The Junior Engineer’s Workshop from Tobar is a multi award-winning range of kits graded in difficulty to test the mettle of any budding engineer. Using real nuts and bolts and real steel these kits allow kids of all abilities to design, build and play.

Each kit has a difficulty rating to help consumers choose a level from the easy to the more challenging, and sets are available in a variety of sizes at different price points, starting with the small sets which include a helicopter, a plane, a racing car and a motorbike.

This year saw the addition of the Pullback and Go Off Roader, the Pull back and Go Robot and the Pull Back and Go Digger. The various pieces screw together using the spanner and screwdriver included and attach to a pull back and go motor to make the Off Roader, Robot or Digger. The number of pieces is listed on each box. Kits can also be combined to make bigger models, adding even more to their collectability and play value. The Pull Back and Go range is suitable for children of eight years and up.

Other items in the Junior Engineer’s Workshop range include a larger helicopter with moveable propellers and an aeroplane with moveable parts. The awardwinning Monster Truck also has moveable wheels.

Moving into even more challenging construction territory, the multi consumer award-winning Action Bot has moving joints, and a Ferris Wheel has intricate carriages and a moving wheel. All come with a quality finish and evocative vintage styled packaging.

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Construction Toys

DKL-Beysal 01604 678 780 | www.dkl.co.uk

Plus-Plus is a multiple award-winning creative construction toy, with which children and their parents can create colourful 2D mosaics or build 3D creations together.

A perfect educational STEM toy that stimulates fine motor skills, creativity, focus and patience, Plus-Plus uses just a single shape, ensuring every piece in the set has a perfectly identical profile. This means they all snap together in the exact same way, making it easier for younger children to both plan and assemble their construction toy models.

New to the range for 2021 is Plus-Plus GO!, a new element that brings motion to the Plus-Plus building experience, allowing kids to build, play and go. The Plus-Plus GO! launch comprises four box sets, which include: Hot Rod, Crazy Cart, Fire & Rescue and a Street Racing Super Set. All sets come with enough pieces to build the vehicles, reversible wheels and a baseplate chassis.

Plus-Plus GO! vehicles are sturdy enough to play with, combine imagination and fantasy, have engaging details, utilise Plus-Plus’ unique colour palette and offer endless opportunities for customisation. A Plus-Plus GO! wheel is compatible with existing Plus-Plus components, open-ended and reversible, while a Plus-Plus Go! chassis is open-ended, able to be linked to other baseplates and the perfect size for cars, trains and much more.

Plus-Plus tubes continue to be a big hit with kids and their parents, with 30 plus themes to choose from, packaged in an attractive clear, travel-friendly and reusable container. The 100pcs tubes are available in CDU displays of 24 pieces or can be ordered individually and hung. For a striking instore feature, the floor spinner stand can hold up to 144 tubes and also contains a play tray.

The Plus-Plus BIG! range contains pieces measuring 50mm, making them perfect for smaller hands. The range includes three fun themed tubes containing 15pcs and instructions, as well as a brand new Learn to Build set designed for ages 12 months and up.

Plus-Plus is made in Denmark, with the factory and headquarters using 100% green energy from wind power and ‘no waste’ production. All excess plastic is re-ground and used as material for new Plus-Plus components, and all products and packaging are 100% recyclable. Plus-Plus pieces are also machine washable at up to 90°C.

Cobi www.cobitoys.com In 2021, Cobi not only created a multitude of new sets for existing categories, but also introduced several new signature entries into its licensed lines.

First and foremost, the Top Gun and Northrup Grumman line received one the most hotly anticipated sets in the history of Cobi, the highly detailed and photo-realistic F-14 Tomcat. Additionally, Cobi continued to create inspiring and expertly designed sets for the perennially popular Historical Collection. The second half of the year also promises more highly requested sets and all-new designs in the form of the reimagined Tank Museum Tiger 131 and perhaps the most sought-after ship of the last few years, the HMS Hood.

The Top Gun line already included sets of the F/A-18 and Maverick’s P-51D from the upcoming Top Gun: Maverick film, but 2021 will also see the F-14 Tomcat from the original hit movie; perhaps the most recognisable jet in the history of popular culture. Cobi designed the F-14 to not only make an impressive display piece, but also to be a fun and functional toy for younger builders. It also features figures for both Goose and Maverick.

2021 also saw the redesign of several classic subjects for Cobi; the new Bismarck got a substantial upgrade in the form of an improved design, increased photo-realism and a fully pad-printed appearance, while the Sherman tank got a complete retooling into the M4A3E2 ‘Jumbo’.

The Historical Collection of planes also grows in sets and diversity with many new sets, including the upcoming De Havilland Mosquito. Another iconic aircraft from World War II, the Mosquito re-enters the Cobi catalogue with a new look and an impressive assortment of pad printings that replicate the appearance of the MK. VI. Late 2021 will also bring a couple of the most requested and awaited sets Cobi has yet created. Arguably the centerpiece of the Tank Museum collection, Tiger 131 has been significantly updated and improved with a substantially increased piece count and an all-new design. In terms of popular demand in the last few years, probably nothing has been heard more by the team at Cobi than HMS Hood, and the designers took it to heart in creating the latest additional to the Cobi fleet. With over 2,600 blocks, the Hood becomes the latest legendary naval vessel to be faithfully recreated in blocks with great precision.

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They’re simply Engenius

www.cheatwell.com

These award-winning marble runs are fun to assemble and a delight to observe!

Double-sided means double the fun!

Bounce!

If you fancy a challenge!

The Helix!

Simple yet stylish!

Mixed cartons available for all products!

Build It 3D Models!

Just like the real thing!

Faithfully recreate some of the most remarkable machines designed by British engineers!

No glue or tools needed!

For further information on our great range of construction kits and models, or our exceptional offers on credit and carriage paid, please call us on the number below, or order on line at www.cheatwell.com.

Sales: 02392 524098 E-mail: sales@cheatwell.com Address: Unit E2 Heritage Business Park, Heritage Way, Gosport PO12 4BG, UK.

Spin to win in these absorbing games of skill and action!

A cinch to assemble… great fun to play!

Construction Toys

Lego 01753 495 000 | www.Lego.com The Lego Group and Universal Music Group (UMG) recently unveiled eight new products in the Lego Vidiyo range including two BeatBoxes, 12 Bandmates and five unique Stage Models. These new products bring even more play to the Lego Vidiyo world, by increasing variety with new musical genres, special effects and stage settings to serve as backgrounds for the music videos.

Launched in January this year, Lego Vidiyo is a playful music video maker experience designed to help children unleash their creativity. The brand-new AR enabled play theme allows children to direct, produce and share their own music videos, using tracks from UMG’s unrivalled artists across the globe. Lego Vidiyo pulls together physical Lego elements, music tracks and augmented reality to expand children’s creativity through play and music, and each product is designed to be played with alongside the free Vidiyo app.

The full list of the newest BeatBoxes, Bandmates, and Stage Models recently introduced to the Lego Vidiyo world includes Bandmates, Metal Dragon BeatBox, Folk Fairy BeatBox, Candy Castle Stage, Robo HipHop Car, K-Pawp Concert, Punk Pirate Ship and The Boombox. The BeatBoxes and Stage Models are available in the UK now while the new Bandmates will be available from 1st October.

The initial launch offered six BeatBoxes covering a range of musical genres and 12 Bandmates with a variety of BeatBit effects. This latest product news introduces even more opportunities for kids to unlock their creativity with Vidiyo’s totally interchangeable system that now boasts a total of eight unique BeatBoxes, 18 Bandmates and 46 unique Vidiyo characters that kids can bring to life with the selection of 134 BeatBit effects – Horse Carousel, Monster Organ, Magic Spell and Trapped in Jelly to name just some of the new BeatBits.

Another recent Lego release is the huge new Lego Art World Map set, which boasts the largest piece-count of any Lego offering to date, coming in at 11,695 elements.

The set allows builders to immerse themselves in creating a stunning representation of the earth from 2D Lego tiles. It can be reimagined in different ways to express the personality and travel memories or wishes of different builders. Customisable brick-built pins can be placed to mark out destinations already visited, or highlight those still on the builder’s bucket list.

The set’s building instructions show how the 40 interconnecting base plates are divided into three sections for the build that can be arranged in one of three different ways, allowing builders to place their favourite part of the world in the centre of the map. The oceans on the 25.5" (65cm) high and 40.5” (104 cm) wide masterpiece can also be tailored to be an expression of each builder’s style: the tiles can be arranged in a manner inspired by bathymetric mapping of the ocean floor by following the building instructions, or builders can express themselves more freely and creatively by arranging the tiles as they wish and exploring different patterns and motifs instead.

An accompanying soundtrack featuring stories from travel experts has been curated to immerse listeners in their passion for exploration as they build. The soundtrack features travellers’ tales from bloggers and adventurers including Torbjørn C. Pedersen, the first person to visit every country in the world in one unbroken journey without flying, and blogger Syazwani Baumgartner, who has experienced some of the most remote places on the planet.

The new set comes with a coffee-table style instruction booklet, a white brick-built frame and two hanging elements to make the map easy to display, take down and rebuild whenever the mood strikes.

Another recent launch which brings a more immersive experience is the iconic Lego Friends Apartments Set, which allows fans of the hit US TV show to recreate their favourite scenes.

The Warner Bros. show has been transformed into a 2,048-piece set and features both Monica & Rachel’s and Chandler & Joey’s New York apartments, plus the adjoining hallway.

The Lego Friends Apartments Set follows the hugely popular Lego Ideas Central Perk set launched in 2019, and comes complete with iconic features and props, such as the classic moment when Monica put the Thanksgiving turkey on her head, the one where Joey and Chandler only had a canoe as furniture and when Phoebe’s dollhouse went up in flames.

Other accessories from the show include the Poking Device; Gladys, Phoebe’s creepy art piece; the cheesecake that falls on the floor; Pat the Dog; the chick and duck, and many more. The set also gives fans a real sense of the original filming studio with set lights, and both apartments can either be displayed separately or linked together with the hallway. Additional features include new minifigures of the whole gang in some of their most memorable outfits: Rachel’s iconic plaid skirt; Ross’ too tight leather pants; Monica in an apron; Phoebe in a classic floral look; Chandler in a suit and loud designer tie and Joey wearing all of Chandler’s clothes.

For the first time ever, Janice will also feature as a minifigure in a classic, over-the-top, gaudy outfit.

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Vivid 01483 449944 |

Construction Toys www.vividtoysandgames.co.uk

Vivid is launching new construction and domino brand: ReaXion.

Featuring the latest innovation in domino construction, the tiles are an X shape which allows them to connect together, or children can use the linX, which are small connectors that can help construct even larger structures.

With ReaXion, kids can build domino runs like no other, as well as creating all kinds of different designs from the tiles. Adding in accessories, such as the zipline or swings, will create different levels and motion.

After building, it’s time to destroy, and kids can watch their structures collapse in the coolest way with stunts and triggers adding maximum effect. The ReaXion Xplode pack is a great starter set and there are three other sets in the range including: Xtreme, Xpand and Xtra, with price points to suit all purchase occasions.

The brand will be supported with TV and digital marketing throughout the autumn/winter 21 period.

Tomy 01392 281927 | www.tomy.com The John Deere Build A Buddy Sprayer is a 2-in-1 toy for budding young constructors.

Kids can use the included screwdriver to take the toy sprayer apart before putting it back together again and, once reassembled, the free rolling wheels make it perfect for push along play too.

All toys in the Build A Buddy line feature interchangeable parts that can be swapped from vehicle to vehicle, so kids can get creative and make a funny mashup farm vehicle with one of the sprayer’s Build A Buddy friends. When play comes to an end, all eight pieces store easily under the chassis.

Suitable for ages three years plus.

Edx Education 020 7097 5173 | www.edxeducation.com Edx Education’s award-winning Rainbow Pebbles are the ideal construction STEAM education toy and one of the company’s best-selling ranges worldwide.

Rainbow Pebbles consists of a collection of brightly coloured ‘pebbles’ in various shapes and sizes. Seemingly simple, they are a flexible, open- ended toy that can actually develop a child’s depth of knowledge through creative play.

The Rainbow Pebbles link learning, creativity and play, making it fun for children of all ages. Children can copy the activity cards or create their own 2D and 3D objects, buildings and much more. Giving children the freedom in construction play allows them to think independently and make decisions based on what they are exploring and experimenting with.

They stimulate children’s imagination and creative thinking skills, as well as allowing them to collaborate, design, problem solve, be creative and build their confidence. Playing with construction toys like the pebbles helps children to build self-confidence and encourages their independent learning too. The wonderfully smooth pebbles also create a calmingly tactile experience.

Rainbow Pebbles can be used for a wide range of activities that are tailored to varying ages with sets suitable for 18 months up, and there is even an eco-friendly Junior Rainbow Pebbles set. The range supports classroom and home learning play and teaches essential maths basics such as counting, addition, subtraction, sorting, patterning, matching and measuring. Each set includes engaging activities which encourage creative play, problem solving, the development of fine motor skills and critical thinking. There are also additional activity cards available to download on www.edxeducation.com.

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Company Profile

MGA

No holds barred at

When we last spoke with Neil Bandtock, managing director of MGA Entertainment’s UK & Ireland operation, he was rolling his sleeves up in preparation for a busy year. Six months later, Toy World caught up with him to find out how the company’s plans were proceeding, whether raw material and cost price increases are of concern, and why good is never good enough.

I

n previous issues of Toy World, we’ve heard from retailers across the UK that business has been very good since they’ve been allowed to reopen their doors. MGA reports the same from the supply side; feedback has been positive with strong sales across all MGA brands. The company is currently focused not only on ensuring a healthy end to the spring/summer period, but also on delivering a healthy start to autumn/winter. To this end, retailers are being offered best-in-class store takeovers and access to MGA’s impactful FSDU programme (which Neil says is widely considered to be one of the best in the industry), all bolstered by 360-degree marketing campaigns that will drive footfall to stores. At the same time, MGA has invested a significant amount in eCommerce, designing landing pages that grab visitors

immediately, while also making it easier than ever for them to discover the essential information needed to make a purchasing decision.

“These things always sound like they should be simple to implement, but, in reality, they can be the hardest part of the job,” explains Neil. “I’m often left shocked by how difficult it can be to find and buy the product I want online, so we’re trying to make the process as easy and user-friendly as possible.

Ecommerce has been great for us, but some of our lines benefit much more from being touched and handled, particularly our smaller collectible lines. These products will always do better instore, so we’re pleased the shops are now back open.”

MGA has increased its market share +26% YTD (Week 19), which Neil is understandably pleased about given recent challenges. L.O.L. Surprise! remains the No. 1 Doll property, and Rainbow High, which launched less than a year ago, is No. 3. Zapf’s Baby born celebrates its 30th anniversary this year and nine of the Top 10 Nurturing Dolls are Zapf’s.

Little Tikes is also enjoying a stellar year. Large YOY increases were seen in January and February, months not usually associated with high sales of Outdoor Toys, which Neil believes boils down to families’ newfound appreciation for their outdoor spaces, whatever the weather. Little Tikes’ performance, as well as that of other outdoor brands, puts paid to the concerns bandied about by some last year that consumers would have reached outdoor toy purchase saturation

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point, meaning a poor year lay ahead for those in the category. Not so, clearly.

The Collectibles category didn’t enjoy its best year in 2020, suffering the effects of school and shop closures.

To Neil, the reopening of schools, where brands such as L.O.L. Surprise come to life in the unique

kid marketplace that is the playground, was just as important as the reopening of stores. Concerns about the safety and availability of foreign holidays will also likely provide a boost for the entire toy category this year. Neil says: “Many more families than usual will be staying in the UK for their holidays, and that’s probably part of the reason Outdoor is having such a good year. Consumers will be spending their money here. I understand the frustration among families who wanted to get away, but it’s no bad thing for the economy if we can’t.”

MGA is a company that plays its cards very close to its chest when it comes to product development and upcoming launches. Neil, therefore, must be careful what he can reveal. Autumn/winter will see 150 new launches across all brands, all of which will deliver against the three MGA Entertainment pillars: innovative products, creative and beautiful designs, and stunning packaging. Of these pillars, packaging is often the most overlooked by MGA outsiders. The company prides itself on its packaging concepts, which often contribute towards the overall play experience.

To a layperson, it may seem odd to for any company to spend so much time and money on something that may ultimately end up destined for the recycling bin, but MGA takes care to create packaging that goes beyond its core purpose, by offering storage for the toys, a backdrop for creating scenes, and much more.

One of the best examples of this is MGA’s Lalaloopsy, due for relaunch this autumn/winter. The packaging of each item within the range transforms into a house or play set for the Lalaloopsy doll within, and every bit of the packaging can be used. This concept is also seen in the L.O.L. and Rainbow High ranges, both of which feature large elements that can be used during play. Rainbow High’s packaging, an ombre explosion of colour, also clearly calls out how the brand taps into the exploration of colour and self-identity. MGA’s retail partners understand and appreciate the difference good packaging can make in-store, so MGA previews include plenty of information on planograms and provide clear visuals of how product will look on-shelf.

It's also worth noting MGA’s efforts to improve the sustainability and eco-credentials of its packaging.

The company partnered with Terracycle a little over two years ago to make it easy for L.O.L. Surprise! fans to recycle the collectible range’s packaging, and in January this year it was announced that Zapf was ditching the traditional transparent window boxes previously used for its dolls, instead introducing plastic-free closed boxes with bold designs that showcase the Baby born or Baby Annabell product within.

“All our launches are commercially sensitive, but I can assure you that children will be thoroughly entertained by what we’ve got coming up,” adds Neil.

“MGA has an absolute showstopper of a main season launch in the pipeline from L.O.L. Surprise! this year, as well as the L.O.L. movie announced recently. There’s also the possibility of a live L.O.L. tour, too, dependent upon Covid restrictions. A movie and a tour are things we’ve never done before, so this year marks another major step forward in the approach we take to brand engagement.”

Returning to MGA’s first pillar, innovation, I was keen to find out how the company keeps pushing forward its product development year after year. With so many launches coming through, it would perhaps be fair to assume that at some point the company will run out of steam – but Neil says this couldn’t be further from the truth. Take L.O.L. for example, a brand that revolves around the unboxing experience, with

packaging that is as much a part of the play experience as the toy itself. The brand, which has been a leader in the Collectibles and Dolls spaces for several years, is this year welcoming a slew of major new additions for autumn/winter which will elevate the play pattern to a whole new level, such as boxes that fold out again and again to create an incredible play set. Secret surprises remain a core element of the brand, but unboxing remains as big now as it ever was, and the appetite for toys that provide it in new ways is higher than ever.

MGA supports its launches with a varied mix of marketing spanning TV and the digital space, sponsorship campaigns and influencer partnerships.

The company has made good use of the influencer space for a number of years; it’s how MGA launched L.O.L. Surprise!, and the tactic continues to resonate among young fans. Noting that it admittedly sounds ‘a little clichéd’, Neil stresses that MGA really does opt for a 360-degree approach to marketing. He says: “TV advertising is still as important as ever. It’s still an incredibly important part of our mix.”

The company has a very clear, very ambitious objective for 2021: to double its business. Ambitious or not, Neil believes that MGA is well on course to do just that. Presented with that scenario at the start of the year, staring down the barrel of another four months of lockdown, this perhaps would have seemed a pleasant but unrealistic pipedream, but MGA Entertainment has never been one to take no for an answer. As readers will know, thanks to Toy World’s extensive reporting, the industry is facing several challenges largely out of anyone’s control, and Neil is aware that these mustn’t be allowed to derail MGA’s growth plans for this year.

As MD, his focus over the next six months will be on adaptation – bringing lines in earlier to avoid last-quarter logjams, making decisions earlier – and he is urging retailers to do the same.

“This is not a year for ‘just in time’ or ‘last minute’ orders, hoping there’ll be stock left in Q4,” he says. “This is a year for bringing stock in while you can, to ensure you have your autumn/

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winter ranges. Companies not doing so is probably my biggest concern this year. These are different macroeconomic factors to what we were dealing with in lockdown during the pandemic; this year feels much trickier on the operational front. We’re also facing cost price pressures in almost every area: raw materials, labour, containers, shipping. There’s practically no area unaffected. We’ve had a modest price increase already this year, and I am hoping that will be the end of it, but it’s hard to tell with any degree of certainty.

Again, it all comes back to the message I’m trying to get across. The sooner we can get product made, shipped and into warehouses, the less effect all these things will have later down the line.”

So how is Neil feeling about the second half of the year? Optimistic, due to MGA’s strong line-up of new launches and position in the market? Or somewhat trepidatious about what the next few months could hold. Happily, it’s largely the former, though his enthusiasm for the months ahead is, it’s fair to say, somewhat tempered by caution. MGA believes that the toy industry will enjoy a brilliant Christmas period.

Retailers especially will feel the positive effects of consumer demand, though suppliers may well notice the pinch on their side.

MGA Entertainment is a hugely successful company with a raft of best-sellers under its belt (and surely more to come), but that doesn’t mean the company is resting on its laurels. MGA is working with NPD to improve its SKU efficiency, building upon its reputation for providing some of the most efficient SKUs a retailer can offer. From a retail perspective, this means turnover and profit per square foot can be much higher with an MGA range than it would potentially be were a different one in its place. But if that’s the case, why is MGA investing in improving its SKU efficiency, rather than simply enjoying it for what it is?

“You always want to do better,” Neil replies when I put this question to him. “Your brand might be growing, but the question you need to answer is how to make it even bigger. How do we make our brands the clear No. 1? How we take top spot from those ahead of us? We’ve don’t have many rungs of the ladder to climb but we still want to be at the top of it, and it’s clear to us that our range, although it’s developed massively year-on-year, is still smaller than some competitors’ brands. To counteract this, we can expand into new areas while retaining our efficiency of SKU. We’re just starting our spring/summer previews, and the range looks like it should for autumn/winter. There are so many products; we’re just going for it, no holds barred.

And the reaction has been amazing. We’re showing retailers stuff they’ve never seen before - and they’re hungry for more.”

Feature

Dress Up & Role Play

Copy that!

With films and audiences alike returning to cinemas, parties and annual celebrations to look forward to, and a summer of shopping on the cards, the dress-up and role play category is set to enjoy a good year.

Rachael Simpson-Jones looks at what’s driving trends in the marketplaces and speaks to a number of suppliers about their latest product offerings.

R

ole play remains an essential element of childhood growth and development.

It helps kids engage their imaginations, assists in the understanding of social constructs, and introduces day-to-day tasks necessary for adult life in a fun and enjoyable way. Over the past year, kids have spent an awful lot of time at home, and more time than perhaps they’d otherwise have had in the presence of their parents or caregivers. It’s therefore fair to assume that there might be a renewed demand for role-play toys that let kids emulate household chores, for example, or gardening tasks.

“The pandemic and subsequent lockdowns have meant that families have been forced to spend a lot of time indoors together and in doing so, have rediscovered the joys of spending time and playing

together,” notes Phil Cassidy, managing director of role play specialist Casdon, which this year celebrates its 75th anniversary. “Families are looking for toys that promote togetherness as well as having educational benefits. We know that children love to imitate the grown-ups and help out in the home, and so even day-to-day chores have been inspiring play. Products such as our Henry and Hetty Vacuum Cleaners and Cleaning Set turn cleaning the house or doing the laundry into a fun activity. Our products are childsized versions of items adults may use in the home and so it makes them feel like they are using the real thing. Imaginative and creative play has always been an essential part of childrens’ development; however, over the past year this has become even more important. Role play allows children to come up with their own rules, games and stories, and, most importantly, to have fun. At Casdon, we want

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to continue to create products that help children do exactly that.”

Casdon isn’t the only company to offer role play toys that allow kids to replicate what they see going on in their own homes. Little Tikes’ First range includes a fridge and a washer-dryer, while Toynamics offers one of the youngest age-range play kitchens on the market, the Hape Toddler Kitchen, suitable for kids as young as 18 months. David Allan, managing director, Toynamics UK & Ireland, says: “Role-play is a brilliant way for children to utilise all those little things they pick up and learn in everyday life. Recreating real-life scenarios is a valuable way for children to develop their imagination and social skills. We are pleased with our strong offering in the role play category, which has developed a multitude of best-sellers for the Hape brand.”

Feature

Dress Up & Role Play

8th Wonder recently announced its wooden Little Tikes role play range. This charming range combines all the iconic features of Little Tikes role play toys with the sustainability and aesthetics of wood, and the resulting line-up of products is not one to be missed. The Little Tikes My First Wooden Kitchen and Deluxe Kitchen, both of which feature lights and sounds and an array of accessories to enhance the fun, are complemented by the Little Tikes 20-Piece Pots and Pans set. The 8th Wonder team is clearly looking forward to the autumn launch of its new range, as Andrea Gornall, senior business and product development manager, explains: “We are really excited to be working with the Little Tikes team at MGA. It’s always been a favourite brand of mine; Little Tikes is a brand synonymous with heritage and quality, so when the opportunity came up to add it to our licensed portfolio we jumped at the chance.

The launch range offers the customers an amazing branded wooden role play range which also offers a sustainability message as everything is FSC certified.”

Of course, while kids have been on lockdown at home, many will have missed out on routine activities that have returned in recent weeks – shopping, for example. In the same way lockdowns have increased appetite for home-based role play toys, the reopening of shops and excitement to return to them is likely to result in demand for product that let kids recreate the shopping experience. Casdon’s portfolio is sweetened by its Pick & Mix Sweet Shop (complete with delicious treats to display and ‘sell’ to lucky siblings and family members). 8th Wonder’s Little Tikes Interactive Wooden Cash Register, meanwhile, features a scanner with lights and sounds, and a wooden Shopping Trolley is also available, complete with a shopping list kids can scribble on in chalk and a re-usable bag. The line-up will be expanded further this September.

The easing of lockdown restrictions has also presented kids with other opportunities to enjoy events that have been on hold for some months.

Disguise says it expects the opening of cinemas and the release of major upcoming movies (naming My Little Pony as an example), as well as the return of parties, to have a positive impact on the dress-up space in the months ahead.

Tony Lewis, sales director, also tells me the company is seeing a tangible move towards more sustainable and eco-friendly designs from consumers, and that gaming properties are on an upward curve too, evidenced by the success of Nintendo and Minecraft.

Disguise offers a variety of licences and an ability to work with both toy and apparel retailers promoting cross-category sales, combining

superior quality and innovation with the Jakks toy range – Jakks being Disguise’s parent company enabling a complete role play and dress-up offering.

The company’s new costumes for 2021 include two Minecraft outfits, a Minecraft sword, a Super Mario and Yoshi ‘ride-on’, and a rather impressive Halo armour assortment, tapping into the demand for gaming properties that Tony believes will drive sales.

Rubies manages the design and development of its ranges in-house, giving the company complete creative control over its portfolio. Mike O’Connell, Rubies UK managing director, says two themes present themselves when looking at Rubies’ most in-demand items - the classics, and the new releases.

He says: “Our classics are much loved favourites consumers turn to time and time again. These might be characters parents loved during their own childhood, and now they want to share their passion for them with their children. Or perhaps they are based on properties from a previous generation that are nonetheless still warmly regarded in the hearts and minds of today’s kids. These types of licences and characters are always in-demand - Superman, Supergirl, classic Star Wars characters and anything Harry Potter related.”

Mike adds: “Consumers also enjoy staying up to date with pop culture trends, dressing up either themselves or their children as the characters they love from modern series or movies.

Frozen-mania is still strong even years after the release of the sequel, while

costumes for Moana, Marvel heroes like Captain America, and the Miraculous Ladybug are in our best-sellers for year to date.”

Rubies continues to sign new licences to its

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portfolio. When doing so, Mike explains, it looks at current trends in consumer markets to identify how audiences are responding to the characters on social media. In turn, this indicates whether they are going to transition into a successful costume design that will drive demand. Rubies wants its catalogue of costumes to inspire those who wear them, whether that’s children playing dress-up or adults choosing to express their love for a character by donning a costume. Interestingly, Rubies also look at whether they reflect the wider company values. In the case of children’s properties, this often means asking if they are educational in some way. This is reflected in latest signing Amelia Fang. Based on the popular kids’ book series, Rubies hopes its new costume range will inspire a love of books and reading, as Tracey DevineTyley, head of Licensing & Portfolio EMEA, explains: “We understand how important reading is to children; it helps develop their minds and imaginations and we strive to support this through the licences we hold that celebrate reading. Amelia Fang is a fantastic licence for us to acquire. It’s a beloved book series with a strong and growing group of fans consisting of children and parents alike.”

This year, Rubies is going all-out to support its ranges in terms of marketing. The company is about to kick off its Hello Summer campaign, which aims to celebrate togetherness and encourage kids and families to make up for lost time with loved ones.

The campaign includes an innovative online virtual summer camp, Camp Kindness; consumers can submit their own or others’ acts of kindness, big and small, and the public can vote for the best. The winner will win a party kit supplied by Rubies. A big-budget Halloween photoshoot is also on the horizon as Rubies gears up for what it says could be a ‘huge’ Halloween – in 2021, the celebration falls on a Sunday.

“These are only the first instalments of our Halloween plans and campaign ideas,” enthuses Mike. “We will also be continuing social media marketing, supported by the introduction of a brand-new, state of the art in-house photography studio with green screen capabilities in our Bristol office. A combination of projects requires high-end content and at Rubies we will continue to deliver the same quality to match our costumes. We are all set to bring people content that’s more dynamic and eye-catching than ever before.”

Disguise also has an eye on Halloween, arguably the biggest upcoming event for the space this year, closely followed by Christmas. Promotional activity will highlight the play opportunities offered by dressing-up, while end caps based on the biggest movies, in-store POS solutions, TV advertising and competitions will be used to drive consumers to stores. The company also plans to push the message of sustainability, which it says gives retailers a USP that will catch the attention of eco-conscious shoppers.

One thing’s for sure, consumers of all ages are looking for more new ways than ever before to get dressed-up and embrace imaginative play this year.

Over the following pages, Toy World brings you the latest information on how suppliers in this space are helping them do just that in the months ahead.

Dress Up & Role Play

HTI 01253 778888

| www.htigroup.co.uk

With almost 70 years of experience designing toys, role-play is one of HTI Toys’ key categories. The company’s extensive range benefits from new development and investment year after year, and features some of the biggest licensed names in the pre-school arena including Peppa Pig, Hey Duggee, My Little Pony and Paw Patrol.

Investment into HTI Toys’ licensed Peppa Pig role-play range has seen it grow to over 35 offerings in recent years. With the popularity of this evergreen pre-school brand showing no signs of slowing, each season offers the opportunity to develop several new and unique products. From play kitchens and cash registers to a Deli Car and vacuum cleaner with real suction power, there is something for every young Peppa Pig fan within this range.

New for autumn/winter 2021, the Mini Driver is a car dashboard in the shape of the Peppa family car. This instantly recognisable toy features multiple light and sound effects, along with a 3D Peppa speedometer, a Peppa tail indicator, and a snout horn that snorts when pressed. The option to adjust the volume will keep parents happy.

Seizing an opportunity to encourage sustainability, HTI has developed a range of wooden Peppa Pig role-play toys. After the successful launch of the popular Peppa Pig Mud Kitchen for Christmas 2020, new additions for this season include Peppa’s Wooden Family Kitchen, designed to look just like the family’s kitchen from the show, and Peppa’s Wooden Market Shop, featuring multiple accessories and a chalkboard.

A new partnership for HTI Toys, the company has developed a range of bright role-play toys based on the No. 1 CBeebies show Hey Duggee. Retailers can choose from two cases shaped like Duggee, one containing doctors’ accessories, and the other a set of stampers in the shape of the Squirrel characters. Complementing the cases is a range of musical toys including an electronic guitar, a keyboard, and two band sets. The character keyboard features twistable 3D characters from the TV show and a ‘woof’ mode, which lets kids create a tune from Duggee’s woofs.

My Little Pony has been a globally popular household brand since launching in 1983. To coincide with the new autumn movie release, HTI has re-introduced its Styling Heads into the role-play range with new characters for kids to meet. The Sunny Starscout Style & Groom and Princess Pipp Petals Styling Head are supplied with all the accessories kids need to style their pony’s beautiful mane, plus ‘cutie mark’ stickers for decoration.

Little Tikes 0845 0533 333 | www.mgae.com Little Tikes’ First Appliances range lets kids imitate the housework they see their parents or caregivers undertaking, Featuring a series of realistic home appliances designed to stand the test of time whilst little ones explore and learn, the line offers everything from the Little Tikes First Fridge to the Little Tikes First WasherDryer, with expansions to the range due in autumn.

The Little Tikes First Fridge comes with an ice-dispenser, dual French door and freezer shelf. The First Fridge is easy to set up to its full size and fits all 11 included accessories for easy tidying up once play is over.

The sleek, modern First Washer-Dryer is packed with interactive features including a tumbling drum, a sliding detergent drawer, a tabletop for folding clothes and built-in slots for storage baskets. With realistic sounds including dials turning, a spinning drum and cycles changing, little ones can enjoy pretend play for hours. The First Washer-Dryer also comes with 11 accessories to enhance play, all of which fit inside the product.

A.B.Gee 01773 570 444 | www.abgee.co.uk No matter what little ones want to be, A.B.Gee offers a comprehensive range of Tooky Toy role-play toys perfect for small hands and big imaginations. Pretend play will be inspired by the wooden kitchen and BBQ set, a 2-in-1 play set that comes with 23 accessories. On one side, kids will find a compact cooker top with clock face, two pans and utensils. If they fancy a BBQ, they can flip the top over and make kebabs from the selection of wooden meats and vegetables.

The cooking fun can continue with a variety of chopping fruits and vegetables. These brightly coloured sets are available in 10- and 20-pieces. All come complete with a wooden knife and chopping board and provide a fun way to learn the names of food as well as develop hand-eye coordination.

Kids who want to be a doctor for the day will enjoy the 11-piece medical set. Made primarily from wood, and including a stethoscope, thermometer and syringe, youngsters can use the set to perform a full examination and even an eye test. When they’ve finished, all the items zip away in a handy doctors’ bag.

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Have a Spooktacular Halloween with our Peppa Pig costumes & party in a box!

Need Even More Peppa Pig? Check out our party range & costumes, online now!

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Dress Up & Role Play

DKB Toys & Distribution 07813 725 480 | www.dkbtoys.com With established success in the US and Canadian markets built up over the last 10 years, Crazy Forts is a simple yet highly innovative product range. Each kit, available in three different designs for the UK, includes a series of rods and balls which can easily interconnect to create bespoke forts in a multitude of construction variants. Simply throw over a bedsheet and the adventure can begin.

Ideal for any indoor our outdoor space, Crazy Forts initially launched into the UK via a test run with Amazon. All 1,300 units sold out in days, indicating the level of demand that exists for this product. Manufactured in Canada, Crazy Forts boast a robust design and exceptional build quality, both of which are echoed in consumer reviews. Consumers appreciate the fact the play value children get from designing and creating their own fort, castle, rocket, or den - a special place to let their imagination run wild.

Studies undertaken by Canadian Universities have demonstrated the positive mental health benefits role-play and den building can offer, with Crazy Forts endorsed for promoting building and construction among younger age groups. The product is available in three designs: Crazy Forts Original and Crazy Forts Princess Playset each come with 25 geometrically precise solid plastic balls plus 44 reinforced rods, while the Crazy Forts Glow in the Dark kit features child-safe glow in the dark balls that glow for hours after being exposed to a light source, as well as the rods needed to build a unique play space.

Many consumers choose to purchase multiple kits, allowing kids to expand their Crazy Forts experience and add to their structures. The design and construction possibilities are endless, as showcased by consumers on the Crazy Forts social media channels, which have an active and engaged parent following.

Rubies 08453 070 707 | www.rubiesuk.com Rubies has announced the release of its officially licenced Black Widow costumes, which have arrived in time for the major theatrical release this month. The latest instalment in the Marvel Cinematic Universe, this highly anticipated film is set to be a summer blockbuster due to its inspiring characters and impressive action sequences.

Once again Rubies is bringing a major blockbuster to life for all ages, with costumes based on the characters of Black Widow and Taskmaster in child and adult styles. Both costumes are also available in a deluxe version featuring realistic print details; a separate Taskmaster Shield accessory completes the outfit.

Consumers now have the chance to become Natasha Romanoff thanks to Rubies’ new printed jumpsuit. Available in in child and adult sizes, the costume is ideal for upcoming occasions such as Halloween and birthday parties. The deluxe adult costume comes with detachable cuffs and a belt, while premium fabric and detailing make it a great option for long-term fans of the superhero.

The children’s deluxe costume includes moulded cuffs and a belt with a light-up buckle, perfect for any budding heroes.

Taskmaster is the latest antagonist to join the ranks of Marvel villains. Rubies’ Taskmaster costume features striking shiny material on a detailed hooded jumpsuit, attached gauntlets and boot tops, and a moulded mask for an optimum fit. The costume, which comes in a range of sizes, can be enhanced with the official 12” shield. The shield is realistically modelled on the one used by the villain in the movie.

The new Black Widow and Taskmaster costumes expand the comprehensive portfolio of Marvel Universe characters that Rubies designs and manufactures, which currently includes Thanos, Iron Man, Captain America and more.

Rubies has also announced the upcoming release of its official Space Jam: A New Legacy costumes. These basketball kits are anticipated to become the go-to costume for summer due to the anticipation for the new film and the cult status of the original Space Jam. Each costume features shorts and a basketball jersey in the revamped design as seen in the film, in child and adult sizes.

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Dress Up & Role Play

8th Wonder 01942 829 811 | www.8thwonder.co.uk

Autumn/winter sees 8th Wonder launch a range of large role-play items under the evergreen licence Little Tikes. Bringing this much-loved heritage brand to the wooden role-play market is a perfect next step for the growing company; 8th Wonder says it is looking forward to consumers seeing what the line-up has to offer.

The collection of traditional wooden toys has been produced with a contemporary design for today’s kids, and makes use of the iconic Little Tikes red, yellow and blue throughout. There are five lines launching for autumn/winter, all designed to encourage imaginative play: the My First Wooden Kitchen, Deluxe Kitchen, 20-Piece Wooden Pots and Pans Set, Wooden Cash Register and Wooden Shopping Trolley.

The Little Tikes My First Wooden Kitchen features beautiful, exposed wood sides, an interactive electronic hob with light and sounds, and an oven with clicker dials. The sink has a sound effect tap; mounted above the sink is a microwave with an opening door.

This kitchen comes with additional accessories such as utensils and a tray, a Little Tikes branded oven glove and an apron.

Perfect for more enthusiastic chefs, the Large Deluxe Kitchen is 100cmhigh and 100cmwide. Like the My First Wooden Kitchen, the Deluxe Kitchen has an electronic hob, an oven hood light and a tap with sound. It also comes with a washing machine with clicker dials and a microwave, plus extra play food, utensils, a tray, storage space, a waste bin and more. The Little Tikes 20-Piece Pots and Pans set makes for an ideal addition to either of 8th Wonder’s new play kitchens.

The Interactive Wooden Cash Register comes with six different food display cards, pretend play money, a scanner with light and sound, a card machine and a bank card. Children can use the buttons provided, whether their customers are paying in cash or with card, before taking the necessary payment.

Finally, the Little Tikes Shopping Trolley is also new for autumn/winter. The innovative trolley, ideal for use with the Wooden Cash Register for the full shopping experience, has a light and sound scanner, a chalkboard shopping list, recyclable bag and more.

With parents moving towards more environmentally minded purchasing, all of 8th Wonders’ products are made from responsibly sourced materials and are certified by the FSC. 8th Wonder has been producing wooden toys for over 20 years and is an expert in this field. Combining Little Tikes’ brand awareness and customer knowledge with 8th Wonder’s experience means this is a range destined for success.

8th Wonder has also collaborated with the world of Barbie for autumn/winter 2021. Readers should look out for further news on the upcoming wooden role-play range, with stock landing just in time for peak trading.

Zapf Creation 0845 0533 333 | www.mgae.com

Disguise www. disguise.com | info@disguise.com

The Baby born Bath range brings fun water role-play to one of the most important part of a child’s day, bath time.

The popular Baby Born Bath Bathtub has an automatic water function that sprinkles water from the shower head for actual water play. The bathtub also has a fun melody and rubber duck friend to play with Baby born in the bubbles, while the four adorable duck feet light up when the tub is turned on.

Ideal for little ones getting to grips with using the toilet, Baby born Bath Poo-Poo Toilet can help to inspire confidence, understanding, and fun. This novelty toilet will provide hours of role-play fun, with a rainbow glitter poo that magically disappears when the toilet is flushed and realistic sounds.

Dress up is a big part of the Baby born experience, so there’s a whole wardrobe of outfits to choose from. Kids can store their doll’s clothing collection in the Baby born Weather Duck Wardrobe. The handy weather dial spins around and picks one of the four different seasons each time it’s pressed, so kids can practise dressing their doll in the appropriate clothing.

Fans of the hit online game can now run around their own Minecraft world this year thanks to Disguise’s new Minecraft Creeper costume.

This cool costume was designed to make it look as if wearers have jumped straight out of the game. It features an oversized detachable foam overlay covered with sublimated art and built-out shoulders and chest, plus attached polyester pants with block detailing in the front. A Creeper mask is also included to complete the look.

All Minecraft players need a reliable weapon by their side when fighting off foes. To reflect this integral aspect of Minecraft play, Disguise has introduced its new Minecraft Sword. The toy sword features Minecraft-specific pixel detailing and is lightweight enough to be taken anywhere. The sword measures 20.25” long and 10” wide, and makes the perfect accompaniment to the Minecraft Creeper costume.

Kids can also spawn into the world of Minecraft this Halloween with the Minecraft Armor Deluxe costume. This impressive jumpsuit features a sublimated front with pixelated armour detailing and attached dimensional foam shoulder pads.

A headpiece made of comfortable foam is also included to complete the look.

Super Mario fans can take on the role of Mario aboard his buddy Yoshi, ready to stomp some koopas, with Disguise’s new Mario Riding Yoshi Inflatable Jumpsuit with faux legs and a battery-operated air inflating fan. Lego Ninjago fans, meanwhile, can become the Green Ninja, the Elemental Master of Energy and the leader of the Ninja in the new Lloyd Legacy Jumpsuit Deluxe Costume. The costume features a jumpsuit with a gold foil dragon detail, detachable hood, and half mask.

The Master Chief Ultra Prestige costume is the most realistic Halo costume ever made, with a fully printed under suit, over 20 pieces of gameaccurate sculpted armour and a light-up full helmet. The costume comes with a 3-piece chest piece, upper arm armour, gauntlets, two pieces each of left and right thigh armour, a pair of shins, front and back shoe covers, a cod piece and a back piece.

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Dress Role Play Up & Role Play

Casdon Toys 01253 608 428 | www.casdon.com As the world returns to normality and shops begin to open their doors again, Casdon Toys is giving children the opportunity to role-play the shopping experience at home with its Supermarket Till and Pick & Mix Sweet Shop.

Suitable for ages three and over, the Pick & Mix Sweet Shop is one of Casdon’s best-selling products. Parents have recognised it for its role-play potential and the opportunities it provides for kids to practise their early counting and weighing skills. Setting the shop up ready for business will be just as much fun as selling the sweets; kids can decide how they will use the display counter to show off the treats, plus there’s two sweet jars to fill, working scales for weighing the goodies, and a handy scoop to pick them up with. Shopkeepers can also make use of the opening cash drawer, which contains the coins and bank notes that come with the set.

A large selection of sweets and lollipops is also included, ready for play straight out of the box.

Casdon’s colourful Supermarket Till includes a ‘touch-sensitive’ screen, a working calculator to add up the bill, and a microphone for making those all-important customer announcements. The scanner helps young shop assistants input the purchases through the till, and when it comes to paying, the convenient Chip & Pin machine will take card payments. An opening cash drawer holds bank notes and coins, which are also included in the set along with a selection of play food from well-known brands including Baxters Soup, Hovis bread and Birdseye. This toy is a great way to boost early maths skills, and, like the Pick & Mix Sweet Shop, is suitable for ages three and over.

Dolu 07850 779 797 |

www.dolu.com | Sales@SJR-Associates.co.uk

Dolu manufactures over 250 different items including role-play kitchens, garages, desks, easels and more.

A range of play kitchens is available in two colourways: a pink unicorn design, and generic, primary colours. The kitchens are offered as a modular system, meaning families can opt for a smaller Single Kitchen unit, ideal for more compact homes and gardens, the Triple Kitchen Set, or the Mega Kitchen Set. Dolu also offers additional kitchen appliances and utensils such as microwaves and washing machines to enhance imaginative play.

All kitchen sets come with accessories for role-play fun and are suitable for ages three years plus.

The Unicorn Vanity table and stool comes complete with 15 accessories.

New last year, this product has enjoyed a very positive response from the trade and consumers alike. The accessories include a comb and brush as well as pretend make up.

Dolu is currently seeing very high levels of demand for its ranges and has almost completed the move to its new 55,000 square metre factory. The company is planning to introduce numerous new items for spring/summer 2022, which will hopefully be presented at the company’s Turkish showroom as well as at Hong Kong, London and Nuremberg next year.

Smiffys 0800 590 599 | www.smiffystrade.com Following the successful launch of its licensed adult collections for both men and women, Smiffys introduces Barbie Kids for 2021.The collection includes two new designs. The Barbie Princess Adventures Deluxe Costume and Barbie Dreamhouse Adventures Costume will both feature in Smiffys new licensed brochure. Showcasing the latest characters to join the company’s portfolio, the catalogue will be circulated in the coming months. Smiffys has also responded to the growing need for cheaper dress-up options alongside higher price points with its instant kits. New for 2021, the Bing Bunny instant kit was a success with parents and kids alike due to its low price point and fast, fun dress-up element.

Smiffys is seeing burgeoning demand for licensed literary and televised characters and therefore launched new lines during this year’s Book Week. The new literary costumes include The Tiger Who Came for Tea, Mog the Forgetful Cat and The Gruffalo all-in-ones. These costumes combine plush detailing and realistic features with easy fastening suitable for little fingers, bringing the magic of these iconic storybooks to life.

Marketing for Smiffys will also focus heavily on its new televised costumes, which bring on-screen favourites to life. Smiffys’ Masha and the Bear Masha Costume is available to order now.

Seasonal events dominate the marketing strategy at Smiffys. In line with what is set to be a bumper weekend celebration in the run-up to Halloween 2021, Smiffys is promoting new licensed children's costumes for the spooky season. Following the successful launch of Julia Donaldson's The Gruffalo, new for 2021, Zog and Room on The Broom Costumes will feature heavily in Halloween marketing materials, including direct mail campaigns. In addition, existing children's lines, such as Chucky Toddler, will be promoted as the outfit of choice for little monsters this Halloween.

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Dress Up & Role Play

Simba Smoby Toys UK 01620 674 778 | www.simba-dickie-group.de/en sales@sisotoysuk.com Simba Smoby Toys UK’s trusted Smoby brand is a one-stop shop for roleplay toys, with a collection that includes feature-packed kitchens for kids designed to make role-play as realistic as possible.

The Smoby Tefal French Touch Kitchen includes a stove with two hotplates, a grill, removable sink, extractor hood, clock, oven, coffee machine and 45 cooking, dining and play food accessories. The refrigerator also has an ice machine that dispenses ice cubes at the push of a button. With enough features to keep kids busy for hours, including realistic cooking sounds produced by the hob and a fun pancake-flipping frying pan, this set will be popular with kids that love to get creative in the kitchen.

The fashionably designed Smoby Tefal Studio Kitchen is ideally sized for children aged three years and over. The Studio Kitchen comes with numerous accessories; from cutlery to frying pans, everything kids need to create a raft of culinary delights is at their disposal. To extend the role-play possibilities, this impressive kitchen also includes an oven, espresso machine, soda machine and fridge, plus a countertop with hotplate and sink. In addition, an electronic module with realistic sound effects will give kids the impression they are really cooking.

The Smoby Tefal Studio Kitchen XL Bubble also offers plenty of role-play fun. Kids can flip pancakes, serve coffee, and even ‘boil’ water on the hob thanks to the exciting and innovative Magic Bubble function.

Amscan 01908 288500 | www.amscan.co.uk Amscan is introducing a raft of new generic and licensed costume ranges for 2021, providing kids with a host of exciting new opportunities to become someone or something else, whenever they like.

The company kicked off 2021 by welcoming Pokémon to the Amscan portfolio. Perfect for joining in with the anime brand’s 25th anniversary celebrations this year, the six new key costumes are available in both kid and adult sizes across a range of core characters including Charizard, Ash and Pikachu.

Amscan has also launched a range of nine new sustainable costume styles, made from 100% recycled materials and packaged plastic-free. Options include pirate, princess, vampire and werewolf, plus Cinderella, Dorothy, Alice in Wonderland and Little Red Riding Hood.

Family costumes remain a key trend, making the company’s new Animal Onesie range a perfect addition to any Amscan costume collection. Whether parents and kids want to match, or if everyone wants to be their own character, there’s an animal onesie to suit.

The dress-up category welcomes the addition of Netflix favourite Cobra Kai with two new styles of Cobra Kai and Miyagi Do Karate costumes.

Both styles are available from ages 4-6 through to adult, meaning everyone can have fun re-enacting classic Karate Kid moves.

Ahead of the launch of the movie Space Jam: A New Legacy, Amscan has introduced costumes for all the family. Each style contains a top, shorts and the all-important arm sleeve, and the collection includes kids’, women and men styles and sizes. The 2021 range includes additions to the Warner Bros. portfolio too, with an updated Suicide Squad 2 Harley Quinn costume ready for the movie’s July release. Comprising a jacket, top, leggings and belt panel, this design is inspired by the iconic comic book style and is sure to be a hit among fans. New styles will also be joining Amscan’s sustainable range, including fan-favourite DC heroes Batman, Wonder Woman and The Flash, all made of recycled materials and available in recyclable packaging.

Additions to the juvenile Halloween portfolio include a new Hey Duggee skeleton-style costume for children. The classic Peppa Pig Halloween portfolio continues to prove popular and is ideal for keeping little ones warm whilst Trick or Treating this year. Further enhancing the breadth and depth of its portfolio, Amscan has introduced a new range of Halloween gaming-inspired costumes to the market. Suitable for all kids, this fun mix of styles brings the gaming world to life.

To finish the year off, Amscan’s Christmas Range provides outfits for all occasions, whether consumers want to dress as a cheeky Elf or an adorable Shepherdess.

Readers should look out for news of more new licences coming to Amscan soon, including Slush Puppie.

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Dress Up & Role Play

Melissa & Doug 0120203 911 7519/7508 | www.MelissaAndDoug.com With its Timeless Toys. Endless Possibilities 2021 brand campaign, Melissa & Doug showcases the joy of exploring the world through play and discovering the extraordinary in the ordinary. Melissa & Doug toys are timeless in more ways than one: in their quality craftsmanship and durability, and in their reflection of the classic ways kids love to play, such as pretending, building, creating, and problem solving.

It’s this kind of play that builds open-minded thinking, prompting children to approach the world with curiosity and flexibility.

With its focus on child-led play, the Melissa & Doug role play line takes centre stage. Parents and caregivers can give dress-up playtime a creative boost with dozens of inspiring role play sets and accessory options. Each set includes durable, wipe-clean accessories, many with realistic sounds. Of note this year are the ever-popular Fire Chief role-play set, the Doctor role play costume set and the Construction Worker role play set, all three of which are suitable for ages 3-6.

The Fire Chief role play set offers everything an aspiring firefighter needs in an emergency: a bright red, machinewashable jacket trimmed with reflective material, a fire chief helmet, a ‘fire extinguisher’, a megaphone with sound effects, a shiny badge and a name tag to personalise.

Parents and caregivers can equip little doctors with the realistic doctor role-play set, complete with five sturdy plastic tools for pretend-play checkups. The machine-washable jacket features see-through pockets for the reusable plastic name tag and tools including a reflex hammer, thermometer, ear scope, syringe and stethoscope with sound effects.

The construction workers set, meanwhile, comes complete with a machine-washable bright orange vest highlighted with reflective material, a tool belt, a yellow hard hat, goggles, a hammer, a saw and a name tag.

Flair 0208 643 0320 |

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Master offers several dress-up options that allow kids to explore their imagination while encouraging creative thinking and communication skills.

The company’s ever -popular Batman range includes the Batman Voice Changing Mask, which transforms the user’s voice into that of the famous Caped Crusader. At the touch of a button, the mask plays 15 different phrases and sounds, and the eyes light-up. Also available is the Batman Gauntlet, the perfect way for kids to expand their superhero role-play. This interactive gauntlet, decorated with authentic details and removable scallops that bring this classic piece of Batman tech to life, fits easily over kids’ arms, ready for a day of fighting crime.

www.flairplc.co.uk |

sales@flairplc.co.uk

The master toy line for Blue’s Clues & You includes role-play items kids will recognise from the show.

The Ultimate Handy Dandy Notebook is ideal for on-the-go role-play fun; kids simply slide one of the four game cards in and press the home button to reveal clues. A free-play card inspires kids to create their own games too. The Blue’s Clues & You Mail Time with Mailbox allows kids to drop the letters into the mailbox and raise the flag to hear phrases from the show. The set includes six letters plus one create-your-own letter and a crayon which kids can use to write their own special messages. Kids can also sing along to songs from Blue’s Clues & You with the Sing-Along Guitar. It features three different modes of play and two songs, and looks just like the one from the show.

Part of the new Mickey & Minnie master toy range launching from July, Minnie’s Bowtique Shopping Cart is a cute little push-along pink trolley with a flip-up adjustable handle and detailing including heart shape cut-outs, bows on the front of the trolley, and bows on the wheels. The trolley comes with a selection of toy food tins and boxes for pretend play shopping fun. When it comes to paying up, there’s an all-new modern style Minnie cash register.

Other role-play favourites include Minnie’s Bowtastic Shopping Basket Set and the Minnie Mouse Bow-Care Doctor Bag Set. Mickey Mouse role-play lines include the realistic Mickey Mouse Play Mobile Phone and Mickey Mouse Play Smart Watch. Both items feature a cute Mickey Mouse ear design, as well as sound effects, and kids can even change the colour of the Smart Watch wrist strap. The Mickey Mouse Cash Register includes pretend play money and features a modern design, with a card swipe function, fun phrases and sound effects.

Also new for 2021 is a role-play range inspired by the YouTube sensation from Kids Diana Show.

The Love, Diana range comprises toys that kids will recognise from Diana’s content as well as her animated series. Launched in spring, the Love, Diana’s Adventure Set is a backpack that comes with everything required for a Love, Diana adventure.

There’s also the Mystery Music Trunk, a deluxe music box full of surprises, and the Light-Up Bubble Wand, which produces bubbles just like Diana’s wand does before she travels into the Land of Play.

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For more information on the two ranges and others visit: www.dkbtoys.com or contact Chris@dkbtoys.com for more information

Role Play

Toynamics 01164 785 230 | www.toynamics.co.uk Toynamics UK & Ireland places a strong emphasis on the importance of role play toys within its brands. One of the leading brands in its portfolio, Hape, offers several items in the role play category across popular role play themes such as cooking, space, emergency services and transport. Aware that children begin to emulate the behaviour of the adults around them from an early age, Hape has created a Toddler Kitchen suitable for e kids aged from 18 months plus, making Hape one of the only brands to have a kitchen suitable for young children in its range.

Hape also offers several large sets perfect for imaginative play. The Park and Go Garage features iconic round parking levels, a petrol pump and rooftop landing pad for the helicopter. The Four Stage Rocket has four levels 21-164A to explore and comes with a variety of accessories , while the Metro Police AK Street Department, a new addition for 2021,lets kids act out cops and robbers Smiffys (Trade) situations.

Crafted from the highest quality natural materials, Hape toys use only water-based paints which are tested rigorously to ensure that customers get both value for(JULY money Toy World 21)and quality.

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Juratoys 020 8878 2133 | www.janod.com

v1_v0 MP 10/06/2021

An ideal role-play toy with which to promote a passion for making and mending, the multi-activity Brico’Kids Reversible Work Bench is perfect for turning any playroom into a tiny workshop. With a unique double-sided, Bleed – 246mm x 321mm curved wood design and unmistakable Janod style, Trim – 240mm x 315mm the new workbench will inspire role-play and learning through imagination.

7pt (Terms & Conditions) One side provides kids with all the tools and accessories needed for a fun and realistic workshop experience, including a magnetic spanner, hammer and (Radius Xmm) screwdriver plus six planks and nails, and eight screws with eight nuts that can be tightened and loosened. An interactive vice and gears complete the core workbench Publication Stock design. To add to the enjoyment, the back of the workbench reveals a track of bumps and slopes for wooden cars. Two wooden cars are included.

A strong gifting option for budding DIY enthusiasts, the FSC certified wooden CMYK Brico’Kids Drill will have kids feeling like a capable grown-up in no time. With a realistic rotating mechanical system, the central part rotates to ‘select’ the type of drilling to be done, almost like the real thing. Parents can use the Brico’Kids Drill to engage kids in their home environment as they role play putting up shelves, help build flatpack furniture, or finally fix that squeaky gate. The drill is suitable for kids aged three years and above, encourages role play and problem solving, and offers hours of family fun. It also comes with a (FOGRA39) ISO12647- 7 Contract Proof Colour Check screwdriver, making it the perfect toy for starting a kid’s tool collection.

Vivid 01483 449944 | www.vividtoysandgames.co.uk Vivid is launching its Love, Diana range this year. The star of YouTube’s Kids Diana Show is a top content creator globally with over 5b views a month, and her growth and popularity continue to increase. Vivid is working with industry-leading suppliers to launch an all-encompassing product range based around Diana, her family and their adventures, focusing on the positivity of friendship, family, creativity and the power of play.

Alongside collectibles, fashion dolls and cosmetics, The Love, Diana brand continues to expand further into the role-play and dress-up space with products inspired by popular lines and content from her growing YouTube channel. Vivid’s range of deluxe dress-up outfits are featured on the channel and in the Love, Diana: Adventures series, which sees Diana travel to the Land of Play and transform into the animated Princess of Play.

The dress-up range comprises two key looks inspired by the YouTube channel. The Signature Princess Dress-Up set pairs a deluxe pink Princess gown with four accessories fit for royalty, while the Ballerina-Rockstar Dress-Up set is a 2-in-1 mash up outfit complete with accessories that will take kids straight to centre stage.

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NEW FOR 2021 Pre-order now!

© 2001, 2008, 2010, 2011 & TM Julia Donaldson & Axel Scheffler. Licensed by Magic Light Pictures Ltd.

UK: Freephone 0800 590 599 / sales@smiffys.com

Export Sales: +44 1427 619 799 / export@smiffys.com

@smiffysuk

Feature

Stationery

Back to school at last

Last year the stationery sector’s tentpole Back to School selling opportunity was cancelled, as Covid restrictions meant children were educated at home for large parts of the year. However, the category is looking forward to a brighter year ahead, and Sam Giltrow found out the benefits to toy stores of stocking stationery ranges.

L

ast year was like no other for stationery sales, as the traditional Back to School surge was curtailed by events beyond everyone’s control. However, many are now looking forward to a bumper Back to School season, with suppliers confident of a much better summer this year.

It certainly wasn’t all doom and gloom for stationery stockists last year: despite not being able to focus on a particular Back to School selling period, retailers saw sales of stationery items boom, as families kitted themselves out for home learning.

Toy retailers have an established consumer base of children and those who buy for them, and many find themselves ideally positioned to range a selection of child-friendly stationery items, supplementing their core toyetic offering.

One company that works with toy retailers is Stabilo, which has a strong focus on targeting parents with useful advice on its products. Stabilo products are a staple of many pencil cases, and the company best-known for its handwriting pens, pencils and highlighters is hopeful that 2021 will be much brighter.

“We are anticipating a strong back to school this year as a lot of children have missed so much school over the last year,” says Stabilo’s UK marketing manager Vanya Hunter.

This year the company will be targeting parents of junior school aged children, with a key focus on the Stabilo Easyoriginal handwriting pen, which is available for left or right handers. There will also be a number of blogs to help parents prepare their kids for going back to school and tips to help incorporate writing in activities during the school holidays.

Stabilo’s back to school promotion is running from

now until the end of September, and all key products are included, including the Easy range of handwriting products, which have been designed by scientists, Stabilo point 88 fineliners and the Stabilo Boss Original highlighter which comes in 23 colours and celebrates its 50th birthday this year. “We also have POS available to bring some instore theatre,” says Vanya.

Commenting on sales over the past year, Vanya says Stabilo saw a growth in some areas of the business during the lockdowns, when there was an increase in sales of colouring and craft products. During the latest lockdown there was an increase in the Stabilo Easy range of products for helping children to learn to write correctly, as parents continued to home school.

“We are feeling optimistic as we come out of the latest lockdown and we are seeing an increase of orders from our customers as the high street starts to open back up,” she says. “We have some new product launches later this year which we are very excited about.”

Many people, having experienced digital fatigue during the pandemic, from endless hours of online home schooling and working from home, have also created sales opportunities for stationery after reaching for something more tangible to communicate with friends and family.

“Whilst orders have fluctuated throughout the pandemic, Back to School is still a key selling season for stationery and we have seen increased appetite for kids and young adult stationery, with back to college emerging trends,” says David Harrison, licensed channel sales controller at IG Design Group.

“We are positive about the future of stationery and stationery arts & crafts, with more opportunities arising to grow space across all formats. Kids are still

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our core target consumer, but buyers are also keen to embrace our new and innovative ranges for teens and adults, bringing something different to the market.”

Toyshops will be well aware of the potential for add on sales of ranges featuring favourite children’s characters, and IG Design Group boasts a strong licensed portfolio catering for all ages and favourites.

The company recently launched a new range of kids’ core stationery for Disney Princess and Marvel’s SpiderMan, as well as a range of PlayStation stationery, from its latest partnership with Sony. It also supplies ranges based on eOne’s Peppa Pig as well as Nickelodeon’s Paw Patrol, and caters for movie-led requirements with properties including Universal’s Minions and Warner Brother’s Batman, both of which have releases in 2022.

From a retail perspective, eye-catching impulse products that grab a customer’s attention as they walk through the store are important, according to the buying director of retail chain Roys, Paul Roy. The company, which boasts a toy shop - Roys Toys - among its chain of department stores across Norfolk and Suffolk, says it is important to stock the right products. The pandemic forced Roys to assess its stationery offering and look at new ways of freshening up the ranges for when customers could come back into stores and see and feel the products again.

“During the pandemic, we took it upon ourselves to reset expectations around stationery both internally and externally, offering something fresh and different when we reopened,” says Paul, who added that Roys has tried to find a good balance between generic and branded stationery.

Over the next few pages, Toy World presents the latest stationery ranges that would enhance the offering of any toy store.

info@igdesigngroup.uk.com

+44 (0) 1908 618 811

www.igdesigngroup.uk

Stationery

Manuscript Pen Company

01746 861 236 | www.thelionhearttales.com mpcsalesteam@manuscriptpen.com

Manuscript Pen Company has launched a new pre-school animation titled The Lionheart Tales, based on the characters of its popular children’s arts and craft range launched in 2019, The Lionheart Collection.

The animation is supported by a range of new products including soft toys and children’s arts and craft products, many which have been designed to support development, encourage new skills and offer additional benefits, such as pen control, concentration and mindfulness for young learners.

The latest products include Air Pens, Colouring and Writing Activity Kits and a selection of Diamond Art Craft Kits, known as the Shimmer Dot collection.

The Lionheart Tales plush toy characters of Benji the Elephant and Bella the Rhino will be available from September, with the rest of the family to follow.

The Lionheart Tales tell the stories of 11 animal characters from Lionheart Town including Benji the Elephant, Arthur the Lion, Jasper the Zebra and Bella the Rhino. Targeted at pre-schoolers aged three to five years old, each episode tells the heart-warming stories of the animals and the adventures they go on. Each episode includes a mixture of live action and animation and showcases a positive message for kids and parents to enjoy.

Streaming on YouTube, Manuscript will release a series of episodes over the summer with episode one, Tummy Flutter-Byes available to watch now.

Two in 1 Direct 07967 004 585 www.kangarutoys.com Paul@allin1products.com Two in 1 Direct is expanding its collection of licensed items from Kangaru Toys with a new range in conjunction with the National Gallery plus an all-new segment combining food and stationery.

Kangaru’s range is being managed by Two in 1 Direct in the UK and features a whole host of world-famous brands across various stationery and arts and crafts collections.

The National Gallery Collection brings together Kangaru’s expertise in the arts, crafts and activity sector and the world-famous masterpieces in the National Gallery collection. The range launches with a collection of artists materials, and these will be followed by a series of child-oriented learn to paint and create craft and activity sets, as well as adult art and colouring kits.

Branded under the National Gallery, the collection will bring the museum experience into homes, allowing budding artists to explore their creativity while learning the stories behind the paintings and their narrative. The collection carries a ‘create, paint and draw in the style of the great Masters’ theme, with the idea being to supply children and adults with the tools, pens, markers, inks and canvas, so they can be inspired by these great artists.

Kangaru’s range will also include an all-new segment that combines food licensing with arts, crafts and stationery products. With a host of iconic food and confectionery brands already on board in the US, including Chupa Chups, Mentos and Kellogg’s cereals, UK-based retailers can expect a fun, licensed line-up that is instantly recognisable and packs a huge amount of sensory appeal.

The collection will tap into the food licensing trend by drawing on key characteristics of each brand, including scents, shapes and colours, with the range comprising a colourful selection of scented gel pens, colouring pencils, activity sets and more. It will be available later this year, with further brands added for 2022 and beyond.

Meanwhile, there are lots more wonderfully scented stationery items in Kangaru’s Scenticorns collection. Scenticorns is a collection of sweet scented unicorns that kids will love to collect and trade. Great for school or just for fun, there are gel pens and marker pens, colouring pencils, stickers, complete stationery kits, and more.

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STABILO® HANDWRITING PENS AND PENCILS

Designed to improve handwriting

Make back to school EASY with the STABILO EASY range of handwriting pens and pencils. Designed by scientists, approved by UK teachers and loved by children.

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STABILO EASYgraph

by UK te a

Digital Back To School campaign starts July 2021 and POS available. For more information please get in touch with the team on: Tel

01628 769 170 Email

STABILO EASYoriginal Rollerball

sales.uk@stabilo.com *In UK user trials 95% of teachers approved the use of EASYgraph pencils and EASYoriginal pens in their schools

Stationery

Flair 0208 643 0320

| www.flairgp.co.uk | sales@flairplc.co.uk

The Spirograph range is being expanded with two new launches this autumn/winter, keeping the line fresh and ensuring year-on-year popularity, The all-new Original Spirograph Animator offers a fun twist on this classic way of creating intricate designs. Battery-operated, the Animator brings Spirograph drawings to life, spinning them into mesmerising motion. The set includes more than 10 pieces with precision parts, pens and a durable storage case incorporated within the Animator.

The Original Spirograph Retro Deluxe Set is a commemorative edition set that is a reproduction of the original, featuring throwback packaging and retro graphics. With all the iconic wheels and rings of the original, the precision engineered Spirograph gears work with the three design pens included, as well as with most standard pens, markers and pencils. Spirograph putty holds the pieces securely on paper to create intricately beautiful designs with no holes, and the set comes with 20 sheets of design paper and a full-colour guide.

These new additions are designed to complement the already extensive collection of existing Spirograph sets. Top picks include the Original Spirograph Design Set Boxed, a 30-piece set featuring precision parts, pens and reusable Spiro-Putty, and the Spirograph Scratch and Shimmer Set which produces sparkly rainbow designs every time, using rainbow and sparkly waxed scratch sheets together with new glitter precision wheels to etch out colourful Spirograph creations.

There are a host of sets to pick from, which come in all sizes, from the smaller Travel Set for artwork on-the-go to the larger Design and Deluxe Sets that come with their own assortments of accessories.

Stabilo 01628 769 166 | www.stabilo.com/uk/ Stabilo’s Easy product range includes standouts such as the Easyoriginal refillable rollerball, which is perfectly designed to help children develop their handwriting skills. Ergonomically designed to fit into little hands, the Easyoriginal is available for both left and right-handed children, helping them learn to write without stress and develop a love of writing.

Also part of the Easy range, the Easygraph and Easycolor pencils have been scientifically designed to fit comfortably into children’s hands, allowing them to colour and draw with ease. The unique non-slip grip moulds and triangular design encourage the correct tripod grip, helping children to adjust to holding a pencil while developing their handwriting technique. Available in a range of bright colours including metallics, the Easygraph and Easycolor pencils are made from wood harvested from renewable and sustainable forests.

Stabilo’s colouring pencil ranges, including the Stabilo Aquacolors, make the perfect accompaniments to the Easy range and are available in packs of 12, 18, 24 and 36 colours.

Although they can be used as a normal colouring pencil, these magic pencils turn into stunning watercolours when used with water.

Stabilo’s swing cool Pocket Highlighter and Boss Original will help kids capture sharp bursts of neon colour. Ideal for highlighting key words to support reading and development, these highlighters can also be used for colouring and drawing to help make images pop.

Older children will enjoy Stabilo’s PointMax and Point 88 pens. The Point 88 is the perfect tool for creating stylish handwritten notes, while the different colours help children to order study notes. The PointMax felt tip is thicker and comes in an array of colours.

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Stationery

Sweet Scented Stationery

SCENTED COLORING & ACTIVITY SETS

DIY ART & CRAFTS New branded Craft, Activity & Stationery Sets coming to you this AW and Spring!

KANGARU TOYS & STATIONERY CONTACT: PAUL FOGARTY paul@allin1products.com WWW.KANGARUTOYS.COM Artwork subject to change, pending licensor approval. CHUPA CHUPS® Official licensee. © PVM 2021 • MENTOS: mentos® Official Licensee © 2021 • NATIONAL GALLERY: Produced and distributed under licence for the National Gallery, London, by KANGARU Vincent Van Gogh, July 1889 Wheat Field with Cypresses © The National Gallery, London • www.nationalgallery.org.uk

Stationery

Vivid 01483 449 944

| www.vividtoysandgames.co.uk

Inclusivity for children is a topic that is extremely important to Crayola and with the new Colours of the World range, children can create a more inclusive world and represent themselves and others in their works of art, as well as learn about different cultures and skin tones.

Working with a leading cosmetic company, Crayola has developed the colours to authentically reflect the full spectrum of human complexions of all races, cultures and ethnicities from around the world, featuring tones such as rose, golden, almond and everything in-between. The packs of Crayons and Coloured Pencils each contain 24 different colours, and new packs of 24 Colours of the World Washable Markers will join the range later in the year, allowing children to make representative drawings using any medium they like.

Crayola is committed to making its products responsibly and, from this year, packs of Crayola coloured pencils, markers and crayons will feature key messages about Crayola’s sustainability effort. Over the past decade, it has made more than 10 billion crayons and seven billion markers by the power of the sun, and now makes all of its Crayola crayons with 100% sun harnessed renewable energy. Crayola Coloured Pencils are also made with wood from well-managed forests to help preserve resources for the future.

Toynamics 0116 478 5230 | www.toynamics.co.uk

| sales@toynamics.co.uk

Nebulous Stars, distributed by Toynamics UK & Ireland, offers a wide range of stationery for ages seven years and up. Available in a variety of display options, there is something to suit all store needs.

Following on from the success of the existing Nebulous Stars Stationery range, new for 2021 is the Scented Eraser Pens Display, pre-packed in an attractive CDU containing 24 pens in four different scents. Children will enjoy writing in black ink and then being able to rub out any mistakes with a delightful smelling rubber on the end of the pen. The wide barrel and rubber hand support make it perfect for little hands.

The Prepack Stationery Counter display is a best seller in the category, containing 60 pieces featuring sticky notes, notebooks, gel sticks, pom-pom pens, feature quill pens and neon colouring pencils, and makes a great one stop shop for a range of stationery items. The 10 Colour Ball Pen display contains 24 pens with four different cute character toppers. A perfect addition to any pencil case, children can click down 10 different colours including black and blue ink. Available in a colourful CDU, this makes a great impulse purchase line.

A great back to school item is the 3-Tier Pencil Case. Perfect for transporting essential stationery items, the pencil case features three compartments and is available in four different designs. Each set includes: painting and puzzle block, 18 felt-tip pens, 18 pens with double tip, eraser, scissors, glue stick, sharpener, four ballpoint pens, ruler and pencil.

Nebulous Stars offers attractive instore display solutions including CDUs, FSDUs and promotional material; retailers should get in touch with Toynamics to find out more.

IG Design Group 01908 618 811 | www.igdesigngroup.uk info@igdesigngroup.uk.com IG Design Group has launched new and improved Disney Princess and Marvel SpiderMan kids stationery ranges as part of its extensive licensed stationery offering.

The elevated, on-trend formats offer more choice for kids aged 3-8 years including core stationery, back to school and activity items, so there is something for every customer. In the new range is a filled, expandable Pencil Case including all of the essentials, a new Bumper Stationery Folder with reusable storage, plus brand new Novelty Notebooks and Embossed Pencil Cases.

IG Design Group is committed to being a sustainable business, with the objective of preserving natural resources and quality of life for future generations, and with that in mind has removed plastic where possible and replaced it with recyclable alternatives including cardboard engineered packaging options.

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Stationery

Kidicraft 01282 505 988 | www.kidicraft.com

| sales@Kidicraft.com

In addition to its ever-expanding puzzle range, Kidicraft also offers a wide selection of stationery products which feature high quality, striking 3D lenticular imagery. The colourful range includes A6 notebooks, bookmarks and postcards, along with children’s wall posters and wipeable table place mats.

There are various bookmarks and A6 notebooks available from Howard Robinson’s Selfie range, Rubik’s, Smiley World, Lisa Parker and National Geographic. With a wide selection to choose from, images for these products range from wild animals and sea creatures to dinosaurs and comical animal selfies. The bookmarks measure 6cm x 15.5cm and help make reading time even more fun.

The collectible wall posters and postcards also showcase outstanding 3D images from Howard Robinson’s Selfies range and beautiful animal scenes from National Geographic, ideal for adding colour to any bedroom, while the flexible, wipeable table place mats are 43cm x 29cm in size and are designed to keep children happy while dinner is served. As a bonus, the mats also contain fun facts on the reverse.

Allegedly

As people start to contemplate when they may be able to consider international business travel once more, there was some potentially good news for the toy community last month, as the Bavarian region of Germany – home to the Nuremberg Toy Fair – has provisionally given the green light for trade shows to run again from September. There are inevitably caveats regarding the infection rate and vaccination process continuing to go in the right direction, but it’s an encouraging first step. A key component of the announcement was the fact that business travelers will be exempt from local quarantine restrictions.

The idea of having to spend anything between 10-21 days in a hotel room before setting foot into the public realm is obviously one of the major barriers to visiting trade shows and events across the globe. And with the tightly-packed trade show schedule in January – when the Hong Kong, London, Nuremberg and New York Toy Fairs all take place within a six-week period – writing off two weeks stuck in a hotel room makes an international trip a non-starter for so many. With over seven months to go before Toy Fair Season ’22 starts, there are no doubt many twists and turns ahead – but this is certainly positive news for those who are looking forward to the return of trade events…

Looking specifically at the possibility of travel to the Far East, either for October (highly unlikely IMHO) or January, there are a few things to keep an eye on: if the existing 21-day quarantine ordeal is relaxed, it may be gradual, with countries that have a successful vaccination programme and low infection rate given priority. Second, much depends on Hong Kong’s own vaccination programme improving; it was recently announced that the territory was on the verge of discarding 3 million unused doses of the vaccine, due to poor take-up from locals. They have even launched a competition for people who have been vaccinated, with the prize of a £1m apartment, to encourage more people to take it up (this is not a joke). You might have thought that the opportunity to avoid a most unpleasant illness (or worse…) might have been sufficient incentive, but given the dismal progress so far, apparently not. Part of the reticence has been attributed to local people seeing little evidence of Covid as they go about their daily lives.

This will also potentially make it harder for Hong Kong to open up its borders: case numbers are so low that any increase could be seen as a failure. Oh, and one more thing: the Winter Olympics is being held in Beijing in February ’22 – one person has suggested to me that if Hong Kong borders have not opened by late summer, it may be the case that they stay shut until after the Olympics. That is just his considered opinion, but it is worth keeping an eye on the situation over the coming weeks…

I recently heard of a very large online retailer (I doubt you would be shocked to find out which one) which replied to a supplier two months after price rises had been suggested, refusing every single one. A textbook case of ‘computer says no’, it exemplifies the challenges which suppliers constantly face with this account: how can you explain the rationale behind such a difficult decision, or even have a conversation to explore potential compromises, when no-one is listening? It seems that, increasingly, we live in a world where the subtle arts of negotiation and compromise between suppliers and certain retailers are gradually being eroded. Whether or not a person was actively involved in the dialogue in question is open to debate, but the net result is abundantly clear: “We don’t care what issues your business is facing, or whether there is a good reason for you to do this… the answer is still no.” The business equivalent of sticking

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your fingers in your ears and saying “La, la, la…I can’t hear you” over and over until someone gives up and walks away…

I heard another tale concerning a certain online retailer (go on, take a guess…. yes, that’s right, them again) which placed a large order with a UK toy supplier for a line which the company has never stocked. Naturally, the company didn’t – couldn’t – deliver it. So, the online platform deducted a hefty sum from the company’s account for non-delivery… of an item it physically couldn’t supply. Despite subsequently admitting fault, the online platform still hasn’t recompensed the supplier. Thankfully, the toy company in question is large enough for this unfortunate incident not to have crippled its cash flow, but there is no doubt it could have completely pole-axed a smaller supplier. And yet, if the ‘revolutionary’ G7 global minimum tax initiative does actually go ahead as planned, it appears that the online retailer in question is unlikely to be affected, because the new regulations will only apply to companies which have a 10%+ profit margin – which this company insists it does not. No, sorry, I’m all out of eye-roll emojis….

We saw at first hand just how close knit the toy community is with the response to a couple of stories we ran online last month. One was a nice story: toy industry stalwart Malcolm Cook has just retired, and it was lovely to see so many people wishing him well on our social media feeds, with many others getting in touch to ask for his contact details to contact him personally. Both retailers and suppliers queued up to send him best wishes…it’s good that Malcolm’s customers thought so highly of him, but also noticeable that others on the supply side (essentially competitors) were equally fulsome in their praise.

The toy community really can be a lovely place to work sometimes…

However, the second story showed the no-so-good side of the toy market. Some of you may have traded with an online retailer called Squizzas. Some may have had problems getting paid. It happens. We highlighted the operation’s demise to keep people in the loop, but things took a further twist when the story prompted several toy companies to get in touch to let us know that the people behind Squizzas were apparently attempting to start up all over again under a new name – The Toy Kings. So, it was time for Toy World to go all ‘Rogue Traders’ and do some digging: we turned up some very interesting information, which we were happy to share online, just to make sure the toy community has the full facts and can consider their next moves accordingly. It’s disappointing that this sort of behaviour still goes on, but as the UK toy community is a relatively small place, at least it makes it just that bit harder to get away with it…

Despite the current sky-high container rates, it appears that UK business is not particularly attractive to some container lines. Apparently, the imbalance of trade - with a ratio of four import containers for just one export – is causing certain carriers to favour other routes with a better balance between import and export, to help make sure that containers are in the right place. Industry sources suggest that UK ports are the first to be omitted on an ad-hoc basis when carriers want to reboot their networks, while some of the Asia-North Europe alliance lines are even rumoured to be in favour of the UK being served permanently via feeder services from Antwerp or Rotterdam.

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