Feature
Dress-up & Role Play
Getting in on the act With 2022 being such a major year for film and TV, and new play patterns and trends continuing to shape how kids interact with the world around them, the Dress-Up and Role-Play sectors are brimming with new options for creative kids. Rachael Simpson-Jones speaks to a selection of leaders within the space to find out more.
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ids and retailers are spoilt for choice this year when it comes to licensed dress-up and role-play options. 2022 is one of the best years we’ve seen for a long time in terms of movie releases, especially in the kids/young adult space, with Jurassic World Dominion, Lightyear, Minions 2, a raft of Marvel movies and much more either having already arrived at cinemas or due to do so soon. New releases are also generating excitement on Netflix and Disney+, such as Stranger Things 4, Obi-Wan and Miss Marvel, all of which are generating much conversation on social media. “The return of big blockbuster releases to cinemas is seeing audiences get into dress-up on a scale we haven’t seen for some time now, and we couldn’t be happier to see films inspiring all generations to discover the magic of fancy-dress,” says Georges Ghougassian, group director Licence and Brand at Rubies. “Universal has been having an incredible year so far at the box office, with the release of Minions 2 and Jurassic World Dominion. Rubies’ portfolio highlights include inflatable costumes based on both
Jurassic dinosaurs and the Minions, and these have really taken off across social media.” Gaming is also shaping the dress-up space, according to Lianne Barber, EMEA marketing manager, Disguise. Lianne tells us that the demand for options based on gaming brands is increasing, especially multi-player games such as Minecraft and Mario Kart, largely thanks to social elements that appeal to older children aged 6-12. She adds: “Dressing up allows fans to play out their gaming adventures in the real world and be part of the community of fans and friends who play games.” Elsewhere in licensing, Amscan is launching Baby Shark costumes for the pre-school market and its Top Gun costumes are flying too. Disguise and Mattel have created dress-up and role-play items (respectively) for Lightyear, and Smiffys is set to launch costumes based on MGA Entertainment’s successful L.O.L. Surprise! collectible and fashion doll brand. HTI, meanwhile, has just welcomed Bluey to its role-play portfolio, joining existing best-sellers Peppa Pig and Hey Duggee.
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“HTI is proud to have licences across all categories with several top pre-school characters and brands, and all continue to be hugely popular,” explains Nancy Fielden, marketing manager, HTI Toys. “Role-playing real life occupations is always a favourite with young children: the Hey Duggee and Peppa Pig Medic Cases have been topping the charts recently due to the pandemic being a huge topic. Traditional role-play items like kitchens and tea sets never seem to go out of fashion, while through licensed role-play children can connect with the personalities from award winning shows. Being able to immerse themselves into their favourite character’s world and replicate themes allows a deeper connection for fans and equips children with true life skills.” It's not all about licensing, of course. One of the biggest events of the year, the Queen’s Platinum Jubilee, has inspired kids and families to royally embrace dress-up. Sam Taylor, Dress-Up category manager at Amscan, says the company has seen huge demand for Jubilee-inspired costumes, from Royal Guards and Union Jack Dresses to Princess and Queen
