Toy World March 2019 by TOYWORLD MAGAZINE

March 2019 Volume 8 Issue 6

Â®

AWARD WINNING RIDE ONS

AWARD WINNING PLUSH

AWARDS FOR OUR TEAM Maxx Marketing Distibutor of the Year 2018

AMBA Entrepreneurial Venture (Private Sector) 2019

NEW FOR 2019! AWARD WINNING ARTS AND CRAFTS

Get in touch to make sure you know what we are doing and how you can be involved;

Tel: +44 (0) 1291 429000 | Email: info@kaptoys.com

Â®

The Independent

Monday 29th & Tuesday 30th April 2019 Cranmore Park, Solihull

If you are in the Toy or Children’s Gift Trade, don’t miss this show ... Source new products, discover fresh ranges and meet over 80 leading suppliers from the toy and children’s gift trade. This one of a kind buyer-focused show plays host to leading suppliers including Lego, Mattel and Hasbro many of whom will be unveiling their new ranges. All of our exhibitors are carefully selected to meet the diverse requirements of today’s Toy and Children’s Gift retailers.

ENTRY FREE ENTRY • FREE• FREE REFRESHMENTS REFRESHMENTS • •FREE FREE LUNCH LUNCH• FREE • FREE ONSITE ONSITE PARKING PARKING

Cranmore Cranmore Avenue, Shirley, Solihull, West Midlands B90 4LF CranmorePark ParkExhibition Exhibition Centre Centre Cranmore Avenue, Shirley, Solihull, West Midlands B90 4LF

The Team...

CONTENTS March 2019 Volume 8 Issue 6

John Baulch

34 Retail Profile: B&M

40 Feature: Outdoor Toys

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

Mark Austin

Sales Director mark@toyworldmag.co.uk 01442 502 405

Anita Baulch

Circulation and Financial Director anita@toyworldmag.co.uk 01923 711 439

News

Opinion

Features

07 From the Publisher 08 News 18 Industry Moves 20 Marketing World 24 Licensing World 36 Fresh 90 Allegedly

28 NPD column 31 Talking Shop 76 Viewpoint

34 Retail Profile: B&M 40 Feature: Outdoor Toys 58 London Toy Fair Review 62 Company Profile: Vivid 64 Feature: Action Vehicles 80 Feature: Science & Nature

Rachael Simpson-Jones Editor rachael@toyworldmag.co.uk 01442 502 406

64 Feature: Action Vehicles

80 Feature: Science & Nature

Casey Goodman

Editorial Assistant casey@toyworldmag.co.uk 01442 502 406

toyworld The business magazine with a passion for toys

Mark Crowford

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

Alakat Published by

61 Maxted Road, Hemel Hempstead, Herts, HP2 7DZ

www.toyworldmag.co.uk @toyworldmag @baulchtweet

toyworldmag

Toy World 5

Toy World Magazine

he first question on everyone’s lips at this time of year is “how was Toy Season for you?” There will be a myriad of different answers to that question, which make it tricky to summarise without making a few sweeping generalisations along the way, but here is my take on this year’s proceedings.

from the publisher

John Baulch - @Baulchtweet

It won’t have escaped your notice that 2018 has been repeatedly described as “one of the most challenging and disruptive years the UK toy trade has ever seen”. The British Retail Consortium didn’t pull any punches, describing Christmas as the “worst in a decade.” Mothercare’s continuing sales decline was perhaps unsurprising, although the 16% drop in online sales was alarming. Debenhams imminent restructuring has been on the cards for a while and the retailer claimed that its festive sales “could have been a lot worse.” However, suppliers are now faced with the complicated decision as to whether it is viable to continue to supply the retailer in the absence of credit insurance cover. Sainsbury’s results were of greater concern to mainstream toy suppliers, with the admission that Argos saw a double digit fall in toy sales over the festive period. One can only imagine how bad the numbers would have been without L.O.L. Surprise! and had Toys R Us still been around. On paper, the overall 2018 sales numbers don’t make for particularly encouraging reading: an ‘adjusted’ decline of minus 7% is the headline figure NPD settled on, with loss of sales from TRU the driving factor, along with a below-par performance from the grocery channel. However, with the specialist, online and discount channels all growing very healthily, it demonstrates the advantages of having a product offering that can cover all bases. Unsurprisingly, the £10-£20 price bracket grew heavily, helped by the enormous success of L.O.L. Surprise!, which accrued eye-watering sales of over £100m in the UK alone (let that just sink in for a minute) and cleaned up at the various Toy of the Year ceremonies across the globe in recent weeks. I reference these developments for valuable context. You might be forgiven for thinking that the mood over Toy Fair Season would have reflected these reports and been on the subdued side. So, you may be pleasantly surprised to hear that this wasn’t the case – far from it.

was positive – almost buoyant even. One person summarised it perfectly: “I’m more pleased with the atmosphere than anything else. We’ve got a great line, but that would be irrelevant if retailers had a load of stock left and weren’t in a positive frame of mind.” The feeling is that that the retailers which were expected to do well in the run-up to Christmas did so, while the majority seem to have come out fairly clean in terms of carry over stock. Shop Direct enjoyed a phenomenal Christmas, as did B&M: you can read more about B&M’s performance and its plans for 2019 in an exclusive interview with Simon Arora and the toy buying team on page 16. B&M has ambitious plans for the year ahead, promising more space for toys, more SKUs and stronger partnerships with the key players in the toy and licensing community. And let’s not forget The Entertainer, which delivered a stellar festive performance of its own; in the five weeks leading up to 29th December, the company posted a whopping 22.4% increase in total sales. The thing that unites these retailers – apart from the fact that they all gave exclusive interviews to Toy World in 2018 – is the fact that they each do what they do well…very well. All of these players have a different strategy and approach, but each has carved its own niche in the market and each plays to its core strengths. I believe this is one of the keys to success in the current economic landscape, whatever line of business you are in: know what you do best, recognise where you fit in the grand scheme of things, understand your customer and deliver the best possible experience for them. Whatever lies ahead in the coming months, we can only focus on controlling the things which are within our power to control, and hope that everything else somehow falls into place. Whatever lies ahead this year, I know that the toy community is ready and waiting to meet it head on. Yes, it will continue to be a disruptive and challenging trading environment– but I suspect it will also throw up plenty of opportunities in the process. I saw many fantastic new products over Toy Fair Season, which we’re looking forward to highlighting over the coming months. 2019 is going to be a fascinating year on so many levels, and whatever happens, we’ll be reporting it honestly and without fear. Bring it on!

Genuinely, the mood across January and February

HARDWORKING PR FOR TOYS & GAMES B2B & consumer-facing PR Hands-on, bespoke approach Award-winning team of senior PR professionals Specialist understanding of the toys, games & fun sector

CONTACT +44 (0)1908 299 088 www.playtimepr.com Playtime Strip Advert_v4.indd 1

Toy World 7

16/03/2018 10:13

News Lego unveils new AR play experience – Lego Hidden Side Developed for children aged 7+, Lego Hidden Side was showcased to buyers, media and influencers for the first time at the American International Toy Fair. Combining building with augmented reality, Lego Hidden Side offers fans a completely new way to play. The building sets deliver the challenge of the build, a detailed model with functionality, and minifigure characters set in a story-driven universe. Each model can be built as it appears by day and offers transforming functionality so the build can become the haunted version of itself. The series includes eight haunted building sets. Activating the bespoke AR app together with the theme brings the models to life, revealing a hidden world of interactive mysteries and challenges to solve. “Our years of experience in pioneering the convergence of technology and physical play have taught us that kids expect exciting play experiences that move seamlessly between physical and digital worlds – something we call fluid play,” said Tom Donaldson, senior vice president, Creative Play Lab at the Lego Group. “At our core we focus on tactile building, but AR presents opportunities to enhance physical Lego play with new action elements.” Game play prompts kids to hold their phone up to the physical Lego models and interact with various elements, or “points of possession,” which release virtual ghosts which they must then capture in the AR game. Numerous scenarios create dynamic gameplay that requires kids to keep one hand in each world to progress the experience. The app also consists of several short digital games that kids can play independent of the building sets. After launch, the app experience will continue to expand with the addition of new ghosts, new game challenges, and randomisation of gameplay so that the experience is different every time kids play. Lego Hidden Side will be available globally in late summer 2019.

The Entertainer reports +22.4% YOY sales growth

Dutch retailer Intertoys applies for court protection

In the five weeks leading up to 29th December 2018, the company posted a 22.4% increase in total sales, with Saturday 22nd December 2018 being the largest trading day during the period. Total likefor-like sales for the same period grew by +13.5% with stores +13.0%, total online sales +17.1% and the retailer’s own website, TheToyShop.com, +51.5% following its successful re-platforming earlier in the year. Gary Grant, founder and executive chairman of The Entertainer, commented: “I’m delighted with our performance over the peak trading period. It caps a tremendous year of growth which has included the opening of 18 new stores for The Entertainer, expansion in our partnership with Matalan, further expansion of our franchise operation into three new territories and the acquisition of the Spanish toy retailer, Poly, comprising 57 stores. 2019 will see us continue this trend as we progress with our growth agenda, looking at every opportunity to expand both nationally and internationally.

Intertoys has become the latest retail group to run into financial trouble and has applied for court protection from its creditors. “We have come to the conclusion, following in-depth analyses, that the current organisation needs to undergo hefty restructuring,” the company said in a statement. The 350 Dutch shops, of which around 100 are run by franchisees, will remain open while this takes place. Financial details were not disclosed. Intertoys, the biggest Dutch toy group by far, has faced increasing competition from online retailers as well as the likes of Blokker and Action.

MARKETING & DISTRIBUTING BRANDS

11 Deer Park Road, Northampton, NN3 6QD, UK • tel. 01604 678780 • email. sales@dkl.co.uk • www.dkltoys.co.uk

Toy World 8

THE NEW NERF ELITE

RUKKUS

ENGAGE WITH PUMP-TO-FIRE

ACTION

FEATURES

8 DART CLIP

PERFORMANCE TO WIN IN BATTLE! FOR SALES/ENQUIRIES CALL HASBRO ON

0208 569 1234

News Kids@Play’s Nathaniel Southworth wins AMBA Award The award is the latest in a recent slew of honours for the company and its MD. Nat was named the winner of the Association of MBA’s Entrepreneurial Venture award (Private Sector) for the work done in buying and developing the Kids@Play business. The award is open to entry from MBA students either current or recently graduated from across 246 business schools globally. The award submission, detailing Kids@Play’s first year, beat shortlisted finalists from fintech, medical and consumer facing industries. Nat, managing director Kids@Play, commented: “Winning this award is fantastic recognition for the toy industry as well as the team at Kids@Play. We were up against finalists with brilliant businesses outside our more traditional sector. I enjoyed going back to Leeds University Business School, although balancing it with a full-time role in a toy business was a challenge. We have lots more to go at in 2019, and I can’t thank everyone enough for all their support & well wishes.”

Craft Buddy goes live on Create & Craft TV An exclusive launch on award winning TV channel Create & Craft will see the company reach over 70m homes across the UK and US. Craft Buddy went live on Create & Craft from the end of February with fan favourites Crystal Art, Dawn Bibby Creations, Pretty Gets Gritty and its signature Craft Buddy range. Viewers can expect to see exclusive new designs and releases over the coming months, as part of Create & Crafts’ new leadership strategy of ambitious UK market growth, offering inspired, educational and on-trend ranges. Gary Wadhwani, co-director at Craft Buddy, commented: “We’re thrilled to be partnering with the Create & Craft family. Our brands – Crystal Art, Dawn Bibby Creations, Pretty Gets Gritty and our signature Craft Buddy brand – have soared in popularity in the last 12 months, and we are so excited about bringing them to Create & Craft’s wonderful audience for the first time. We can promise a host of exciting launches across all our brands in the coming months, including lots of exclusive offers for C&C viewers.” Viewers should tune into Freeview 23, Sky 683, Virgin 748 or Freesat 813, or watch on Apple TV and Amazon Fire.

Registration open for The Independent Toy & Gift Show Taking place on Monday 29th & Tuesday 30th April at Cranmore Park, B90 4LF, the show allows visiting buyers to source new products, discover fresh ranges and meet over 80 leading suppliers from the toy and children’s gift trade. To save time on show days, readers can register for their entrance badge at www.independenttoyandgift.co.uk/ register-now. Once registered, attendees are entitled to free parking, a complimentary lunch and access to the One Hit Wonders booklet, which features offers only available at the show. The event will play host to leading suppliers including Lego, Mattel, Hasbro and MGA, many of whom will be unveiling their new ranges. The show also has over 10 new suppliers including Jazwares, Hornby and Basic Fun. Visitors can enjoy exclusive offers, a more intimate environment and exhibitors ready to assist them with sourcing. All exhibitors are carefully selected to meet the diverse requirements of today’s toy and children’s gift retailers. The organisers state: “Now is the time for the independent, and with this show visitors can have one to one conversations that will have a positive impact on their retail space and product selection.”

The original home of STEAM toys - www.quercetti.com

Delivering quality toys with good volumes and margins Contact: Wendy Wood wwassociates1@outlook.com tel. 07399 623971

Toy World 10

News £1b Olympia investment plan given the go-ahead In July last year, Olympia launched the biggest investment plan in its history, and has now announced that, following consultation with exhibitors, visitors and the local community, planning has been approved in full by Hammersmith & Fulham Council. The approved vision, as laid out by the venue managers, is for Olympia London to become a worldleading cultural hub. The designs include an extended high-end events space, communal areas and coworking spaces, as well as new leisure facilities, on-site accommodation and food offerings. A new logistics centre will enable more efficient traffic marshalling, with each enhancement helping to “elevate the site to a truly world class venue”. Nigel Nathan, managing director, Olympia, commented: “As the jewel in the crown of our industry, Olympia London has created lifelong memories for millions of people and with this investment, we will continue to do so whilst retaining our portfolio of events. Today marks the start of an exciting new chapter in Olympia London’s rich history.” In a statement to the BTHA, the venue sought to reassure events organisers, commenting: “As ever, your business remains our priority and we will stay open throughout construction works. We are determined to minimise any potential inconvenience to events and have appointed over 50 experts, including Mace, Voyage Control and Momentum to develop a detailed logistics plan. Now planning has been granted, we will work in collaboration with the appointed developers on the phasing of construction. Our priority is to minimise the impact of works to your event and we will share further details when these are available.” Majen Immink, director of Fairs and Special Events at the BTHA, added: “We are in close contact with Olympia to ensure that we are kept updated once plans/ schedules begin to take shape. We have not been informed of any impact to Toy Fair moving forward but shall keep you fully updated on developments. The 2020 show will proceed as normal from 21-23 January. Applications for the 2020 show are now open and you can apply online.”

Simba Dickie Group acquires Jada Toys LA-based toy manufacturer Jada Toys has been acquired by Simba Dickie Group, as the company works to expand into the US market. Jada is widely recognised as a leading manufacturer of authentically licensed and highly stylised die cast collectibles, radio control vehicles, and pre-school toys. Jada’s popularity stems from its comprehensive portfolio of popular entertainment licences such as Fast & Furious, Marvel, DC Comics, Disney and Hello Kitty. Florian Sieber, Co-CEO, Simba Dickie Group, commented: “The addition of Jada provides an excellent opportunity for growth and expansion for Simba Dickie Group. We are excited for what this partnership will bring as we work towards utilising Jadas’ licensors and links in the retail sector to gain an important foothold in the American market. We are also welcoming the opportunity to combine our efforts on the joint manufacturing of products through common uses of technology on an international scale.” Bill Simons, CEO Jada Toys, added: “The acquisition of Jada Toys by the Simba Dickie Group is a tremendous strategic manoeuvre. Joining the Simba Dickie Group instantly creates a significant global platform for our manufacturing and licensing partners.”

Leadership changes announced at Asmodee Alex Green has become Asmodee UK’s new managing director, after over 20 years at the company in a variety of high-level roles, including over 10 years served on the board of directors. The change at the top comes as previous MD Steve Buckmaster embarks on a new challenge within the wider Asmodee Group as the new head of distribution in Europe. Alex commented: “I am very proud and honoured. It is a great privilege to be taking over from Steve, who is handing over a fantastic team and a great portfolio of products at a very exciting time for the business. I am looking forward to the challenges ahead and to continue the fantastic journey of Asmodee UK, and the wider Asmodee Group.” Meanwhile, Anil Boodhoo is taking on the new title of sales & marketing director. A company veteran of 14 years, Anil steps up from his role as sales director to head the combined team, with the clear goal of closely aligning marketing activities to support sales goals.

Toy World 12

News

BTHA Briefing

Successful Spielwarenmesse brings together international toy communities The Spielwarenmesse celebrated its 70th anniversary with industry members from all over the world. 2,886 companies from 68 countries presented their innovations to 68,500 trade visitors and buyers, who flocked to the fair from 131 nations. Factors such as the continued decline of independent retailers and the reassessment of distribution channels are affecting visitor numbers, however the quality of visitors remains consistent, with 64% travelling to Nuremberg from abroad. Paul Heinz Bruder, MD of Bruder Spielwaren, stated: “The quality of the visitors is extremely high, giving rise to good prospects for 2019.” Ynon Kreiz, chairman and CEO of Mattel, added: “The Nuremberg toy fair brings together the best of our international toy communities.” The show organiser has introduced several forward-looking measures. Speaking of new product group Electronic Toys, for example, Sebastian Budich of Jazwares said: “We’re delighted with the high footfall that followed the move and the strong interest in our diverse product portfolio.” Ernst Kick, CEO of Spielwarenmesse eG, summed up: “We obviously have no direct control over the market, but what we can do is ensure that all our actions are tuned to the future. We’re delighted to be the high-quality, leading trade fair that exhibitors and trade visitors expect, and we intend to approach the event with the same energy and commitment in years to come.” The next Spielwarenmesse will take place in Nuremberg from 29th January to 2nd February 2020.

Worlds Apart celebrates New Year Scruff-a-Luvs success Following a phenomenal launch year in 2018, the rescue and reveal plush line Scruff-a-Luvs, from Worlds Apart, has started 2019 on strong footing. The nurturing toy proved popular at Christmas time, scooping No. 1 plush item for December according to NPD figures. Scruff-a-Luvs was also the No. 3 plush for the year overall, despite having launched only halfway through 2018. The ‘Find us Scruffy, Make us Fluffy’ concept saw the toy take home the Plush of the Year Award at London Toy Fair, while Worlds Apart has now revealed the RSPCA partnership established at launch, which sees sales proceeds donated to the charity, has so far raised £45,000. Worlds Apart has announced that the charity partnership will continue into 2019, with the aim of raising further funds from sales of new Scruff-a-Luv varieties this autumn/winter. Logan Stone, head of brand and marketing at Worlds Apart, added: “We are thrilled with the success of Scruff-a-Luvs and have exciting plans for the year ahead and beyond. Helping children to appreciate the importance of caring for and nurturing pets, however they may appear, is a core part of the product for us. Our partnership with the RSPCA has really helped to drive that message home.”

Toy World 14

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

ver the past month the BTHA safety and public affairs team has been putting together a new guidance document in the event of a ‘no deal’ Brexit for BTHA members. The comprehensive guide is now live and includes nine sections covering topics such as imported toys in the EU after the 31st March, the differences between the proposed UK regulations and the existing Toy Safety Directive, specific guidance for chemicals, customs, sustainability plus more. It is already on version 2, as the guide will be updated regularly as new information is known. Both full and associate members of the association have access to this new document on the BTHA website under the ‘Guidance’ section. Elsewhere, new guidance has also been produced exclusively for BTHA members on the use of child images under the GDPR. Whether companies are responsible for taking images or using uploaded images for marketing campaigns, members may wish to refer to the new advice available on our website. The BTHA is currently preparing responses to environmental and advertising consultations. If members would like to contribute to the response, please get in touch with Natasha@ btha.co.uk. Exhibitor applications for Toy Fair 2020 are flooding in, with exhibitors keen to make the most of the early bird booking discount. This is only valid until the end of March so applications should be made as soon as possible. You can apply online at www.toyfair.co.uk and for more information on all the sponsorship opportunities available for next year, you can call the Toy Fair team on 020 7701 7127. Non-members who wish to take advantage of the membership discount of 24% on space at the show need to have applied and been accepted into membership at the BTHA council meeting that takes place at the end of March. As part of the BTHA Training Hub, this year we will be hosting an event each month to provide free training seminars and webinars on a variety of topics including connected toys, responsible marketing and sustainability. If you would like to hear more about our training seminar programme please get in touch with me on Rebecca@btha.co.uk. We would like to wish a huge ‘good luck’ to the valiant runners from the industry participating in the Vitality Big Half 2019 this month - a half marathon passing some of London’s best sights, arranged by the London Marathon organisers. 20 runners will be running on behalf of The Toy Trust, and money raised will benefit a variety of children’s charities. We thank all participants for choosing to support this worthwhile cause and everyone that has kindly sponsored them so far. If you would like more information on how to become a member of the BTHA, you can find our membership pack online or contact Tracey@btha.co.uk for more information.

News Basic Fun! acquires Playhut Basic Fun!, the Florida-based toy and novelties company, has announced the purchase of all assets of Playhut, the California toy company that produces the award-winning EZ Twist line of indoor and outdoor play structures. Founded in 1982, Playhut has introduced many innovative products that aim to enhance imaginative and educational play. The company’s renowned EZ Twist design system revolutionized indoor and outdoor play by allowing for instant setup and convenient foldaway storage of lightweight popup environments including playhouses, tents, tunnels and games. Jay Foreman, CEO of Basic Fun!, commented: “Playhut is well known for innovation and quality by consumers, retailers and licensors. It ran into serious trouble navigating the challenging retail environment between the bankruptcy of Toys R Us and the fight at retail between brand and price. It’s our mission to reinvigorate Playhut and return the brand to its position as the leader in this very important micro category within the kids’ products space.”

The new collectible horses Each Galupy with glitter wings Special Galupys with crystals from Swarovski ® Each Galupy with a golden crown

GALUPY FOILBAG ART.: 52021

va i l a b l e : a o s l A • GALUPY PAVILION ART.: 14103

• • •

KEY FACTcS I) ters (series

t chara et * 18 differen eaking mark p -s n a rm e G able high sales in y sets avail la p f o e g n large ra zine alupy maga G l fu s s e c c u s et) eaking mark (German-sp Germany

* high sales in

Germany based

on: npd data,

D GOL N O I T I ED

GALUPY CARRIAGE ART.: 14073

GALUPY GOLD EDITION ART.: 12000

CRAZE GmbH • Karlstrasse 27 • 76133 Karlsruhe • Germany • www.craze.toys • sales@craze.toys • +49 721 3813470

News Toys R Us mounts comeback as Tru Kids Brands – industry reacts January 20th saw the new company, Tru Kids Inc., trading as Tru Kids Brands, become the parent company of Toys R Us, Babies R Us, the mascot Geoffrey the Giraffe, plus more than 20 established consumer toy and baby brands. First details emerged of the new company in midFebruary, including new leadership and a new retail strategy that will include an omnichannel approach and smaller footprint. As the realities of Q4 2018 toy sales come to light, the newly formed company is seizing an opportunity to tap into the continued strong affinity for the Toys R Us and Babies R Us brands. “Despite unprecedented efforts to capture the US market share this past holiday season, there is still a significant gap and huge consumer demand for the trusted experience that Toys R Us and Babies R Us delivers,” claims new CEO, Richard Barry. Tru Kids will be headquartered in New Jersey, just as the original company was, with a team that will include returning Toys R Us employees. Former global chief merchandising officer at Toys R Us, Richard Barry will serve as president and CEO. An experienced management team will include Matthew Finigan as CFO, James Young as executive vice-president of global licence management and general counsel, and Jean-Daniel Gatignol as senior vice-president of global sourcing and brands. Brand management veteran Yehuda Shmidman will serve as vice chairman to advise on global strategy and execution. “As we start the year there is a lot to be excited about,” Richard said. “We have a healthy and growing global business with great partners that are 100% focused on opening more stores and e-commerce channels in their respective markets. We have an experienced team with unmatched industry expertise in the toy and baby space and a clear understanding post-holiday of the opportunity that still exists in the US marketplace.” Looking forward, the company’s No. 1 priority will be to solidify the US retail strategy for Toys R Us and Babies R Us. “While I can’t say today what that exact strategy is, we do know that we will have an omnichannel approach that is tech immersive and experiential with a smaller footprint. I’ve spent my entire adult career working at Toys R Us and feel proud to be a part of ensuring the next chapter of this iconic brands lives on.” Global partners include Al Futtaim Sons Co. LLC (UAE), Green Swan (Iberia), Keshet-Hypertoy (Israel), Lotte Shopping Co. (S. Korea), Marketing Services and Commercial Projects Operation Company (Saudi Arabia), Tablez & Toyz Private (India), and Toys (Labuan) Holding in partnership with Fung Retailing (Asia). The company will work closely with each to expand the Toys R Us and Babies R Us businesses in their respective markets as well as actively seek opportunities to bring the brands to new and emerging territories. These global partners are set to open 70 stores in 2019 in Asia, India and Europe and develop new e-commerce platforms in several key markets. The news was met with mixed reviews on social media. Thierry Bourret, a toy industry business development specialist, commented on LinkedIn: “So, you go bankrupt leaving masses of debts, while paying yourself a bonus for overseeing the debacle you created. And let’s not forget pay no or very little compensation to the staff. Then you wait a few months and create a new business with the same financiers, same management and start again? Seriously?” Posted alongside a host of other reactions on Toy World’s social media accounts, one reader commented: “It was a slimy manoeuvre to wipe the slate clean, and come back without debt, but all the same people, so they can milk the cow dry one more time.” Another reader summarised: “What’s the best way to get rid of your responsibility to thousands of workers, millions in debt, and an array of ruthless cost cutting measures, but then come out on top by creating a model solely beneficial to the IRR you show your investors…they found the model and it seems the bankruptcy court just allowed it to happen. They should at least work off their debts and make some sort of fund for all those poor employees they short changed.”

Publisher's Comment So, Toys R Us has indicated that it intends to return to the retail fray this year. One assumes that the US must be its primary target (I suspect the UK ship may well have sailed, for now at least), with the promise of an “omnichannel approach that is tech immersive and experiential with a smaller footprint.” Buzzwords all nicely ticked off, what are we actually looking at here? Well, for starters, the trading names are the same, the management team is broadly the same (minus villain of the piece ‘Dodgy’ Dave Brandon) and the financial backers appear to be the same. So is it fair to say, as one person commented: “This was a slimy manoeuvre to wipe the slate clean and come back without debt.” In fact, another very well-known Toys R Us senior management figure told me at least five years ago that this was the only way it was ever going to end (before starting over again from scratch). So was this the plan all along? It’s hard to say, but a lot of people see it that way, and the anger and distaste in many parts of the toy industry is palpable. The $6m dollar question (literally in some cases) is ‘are suppliers prepared to forgive and forget’? The vast majority of the comments we received followed a similar pattern; either incredulity that Toys R Us has the temerity to just swan back in as if nothing ever happened, or more pointedly, asking whether they would be paid what they were owed. MGA’s Isaac Larian has been particularly vocal on this point, reaffirming via a personal LinkedIn message to me that: “We’ll take the whole $17m (before we consider doing any business with them). We should be paid in full. We kept on shipping TRU on credit to help save the company. Not right.” It’s hard to find fault with that assertion. So who will blink first? Will TRU offer MGA and other suppliers some form of recompense or a way of clawing back at least some of the lost millions? Would suppliers still feel they were entitled to the money if it was a brand new owner with a whole new team? Indeed, could TRU afford to pay up, even if they acknowledge it would be the right thing to do (and would the lawyers countenance such an arrangement, for fear of creating a dangerous precedent)? Or will they simply say “tough, that company no longer exists, do you want to supply us or not?” Some suppliers may feel they have little choice but to acquiesce, but I sense a pretty hardened attitude towards the new set-up in certain quarters of the toy community.

Toy World 16

Industry Moves Interplay UK grows product development team Following on from PlayMonster’s successful acquisition, which marks a dynamic new chapter for Interplay UK, the company is delighted to announce it is boosting the product development team with two new hires: Tammy Southgate has been appointed lead product designer, and Phoebe Mason product designer. Reporting into product development manager, Warren Jacobs, Tammy brings a wealth of experience to the team, gained working with top brands at Worlds Apart and Lego. Phoebe has a fresh insight which complements the team perfectly. Adrian Whyles, MD, Interplay UK, commented: “We have ambitious plans for the company in 2019 and beyond. By building our teams and making an investment in talented people, we feel we are extremely well positioned to successfully deliver the expanding portfolio of new games and toys that inspire play for all ages. Strong design is the lifeblood of the industry and we are delighted to have a very talented team onboard.”

Character Options announces promotion for Laura Gunton

Ravensburger appoints Katy Fletcher

Character Options has announced a promotion within its marketing team, as Laura Gunton takes on the role of senior brand manager. Laura joined Character Options in 2015 and has worked on many of the firm’s key brands. She is currently heading up responsibility of the Peppa Pig master toy collection – a cornerstone in the portfolio. Marketing manager Mark Hunt commented: “Over the last year, Laura proved her worth as an excellent marketer of a wide variety of brands across all platforms in the marketing mix. 2019 will see Laura adding to her already essential role of managing some of our most important properties by undertaking new projects and responsibilities to meet the growing demands of our marketing department. We are therefore delighted to confirm the next step in her career and would like to congratulate Laura on her promotion.”

Ravensburger UK has announced the appointment of Katy Fletcher as head of marketing and product development. Following the promotion of Benn Bramwell, who became senior international product manager for Children’s Games, Katy will be responsible for all other categories apart from games in the UK. Katy brings a wealth of product development and brand management experience from the toy industry, having worked for seven years at VTech and nine years at Re:creation. Katy joins at an exciting time for the Ravensburger UK business, which has grown for eight years in a row and has major growth plans over the next five years.

Rob Fort joins Asmodee as national accounts controller Asmodee has announced that Rob Fort has joined the company as national accounts director. The newly created position sees Rob heading up the board games & collectibles specialist’s national sales team, which is responsible for all sales to national retailers. Rob has been involved in the toy industry for over 12 years, having previously worked for Tactic Games as UK sales director as well as his earlier role of national account and international sales manager for John Adams.

Sequin Art welcomes John Sutton as head of sales As Sequin Art is looking forward to a year of new opportunities and change, John joins the team with over 25 years’ experience with global retailers. Creative and trend driven, John has previously handled multiple national accounts within the craft trade. With a background of selling licensed products such as Hello Kitty, Monsters Inc. and Nickelodeon, John brings with him the ability to combine the arts & crafts market and the toy trade as Sequin Art envisions. Commenting on his appointment, John said: “I am delighted to be joining the talented team at Sequin Art as head of sales. I am looking forward to the challenges and opportunities that lie ahead, and have absolute confidence that Sequin Art will continue to deliver market-leading products, to all of our customers worldwide.”

Toy World 18

Marketing World Flair unveils Hairdorables Series 2 and Hairdorables Pets

Half-term launch for HTI’s Micro Motorz The launch of HTI’s new collectibles brand, which is the company’s biggest consumer launch to date will benefit from a heavyweight multichannel marketing campaign including TV advertising, PR, a large-scale consumer sampling event, plus influencer and social media campaigns. The TV advert will be aired across a number of children’s popular TV channels including Milkshake, Nick Jnr. and Disney Jn. It also includes sponsorship of Nick Junior and Nick Junior 2 during peak viewing periods. On Saturday 16th February, TV and YouTube star Yianni Charalambous appeared as the face of the consumer brand launch at Westfield Stratford, where he was on hand to meet and greet fans. The event included sampling to the centre’s half-term footfall, as well as opportunities to get hands on with the product. Yianni is also supporting the campaign with videos across his social channels, and a number of influencer videos were aired during February, further driving demand. The campaign is supported with a press office function as well as social campaigns across multiple platforms including YouTube pre-roll advertising. Alison Downie, global licensing and brand director, commented: “This is the biggest brand launch in HTI history and a dynamic, hardworking product launch will drive consumer sales and build retailer confidence. With a plethora of touch points in the marketing mix including TV, influencer, sampling and PR, we’re confident that Teamsterz Micro Motorz will soon be in playgrounds and children’s bedrooms across the country. We’re incredibly excited by the opportunity the brand presents to the business and this heavy investment into the marketing reflects it.”

Just Play’s Hairdorables, the dolls with the mantra ‘big hair – don’t care’, have proved popular since launching last autumn. Noah and the Hairdorables return in Series 2, which offers 26 new dolls, all new styles and an extra play pattern for fans – a Colour Reveal feature. Added to the spring line up are Hairdorables Pets. Each of the 24 Pets comes in surprise packaging and has soft hair and its own brush, so fans can style their hair just as they do their Hairdorables Dolls. TV advertising has just begun and will deliver a high number of TVRs, combined with a strong YouTube pre-roll campaign. In addition, Hairdorables webisodes on Nickelodeon and Pop, in prime-time viewing slots over the half term and Easter breaks, will further highlight the brand. Digital presence is also key for Hairdorables, with each of the girls having their own webisodes on the Hairdorables Youtube channel. A fully immersive microsite on Pop Fun will be the hub of a spring campaign with select Hairdorables superfans, who will become one of the Hairdorables as they present their collection of dolls and pets to their followers. The Hairdorables PopJam channel is also going strong with almost 40,000 followers. Print content for the season will include activity pages, advertorials plus a fully branded standalone magazine. Marta Zietkiewicz, marketing manager at Flair/Just Play, commented: “Online content is a great driver for Hairdorables and our plans include story lines and backdrops that will inspire girls aged 5-10 to embrace the brand. The new spring collections are amazing and a great follow up to Season 1.”

DKL outlines TV campaigns for Hama Beads & Plus-Plus Both brands will be supported with high-profile integrated marketing campaigns. TV campaigns for Hama Beads and Plus-Plus will feature across five key channels, with the first advert hitting screens at Easter. Alongside this activity, the brands will benefit from high-profile PR and social media campaigns to drive customers in-store. DKL Marketing will also be supporting retailers with in-store demonstrations and fun days, focusing on influencer-push and supported by kids press and bloggers.

Toy World 20

Creative & Production Agency www.d ia f ra mm a.c om

Opinion

Big screen opportunities This month, Jonathan settles down with a large bucket of popcorn and looks ahead to the slate of high-profile cinema releases for 2019, the strength of which indicates that cinema should be a key consideration for all toy brands’ marketing campaigns.

f the evidence of recent local and global Toy Fairs is anything to go by, 2019 will be a strong year for the Toys and Games industry. Optimism was high amidst plenty of positive retailer feedback to existing lines and new ranges. In fact, even the 2018 NPD figures demonstrated reasons for optimism (if you look hard enough) against the backdrop of overall decline. The market reportedly declined -12% in value when compared to 2017. However this is heavily affected by the loss of TRU from the dataset. When the adjusted view is taken into account (like for like excluding TRU), the market actually grew +1%. We also have to consider that Smyths is not included in the analysis, along with some other significant retailers whose toy sales almost certainly increased last year. True, we still need to tread with caution as there are a number of toy companies which remained in year-on-year decline to the end of 2018. However, Toy Fair provided a showcase of new products which will generate consumer enthusiasm at the tills (both physical and online), although they will probably not be in a position to topple L.O.L Surprise! from the number 1 spot just yet. Most ubiquitous throughout the fair was, unsurprisingly, Disney licensing, with many stands featuring at least one Disney licence. Whilst Disney has had its struggles on UK TV, when it comes to cinema it continues to retain the magic. Three of 2018’s top 5 at the Global Box Office were Disney properties. In fact, Avenger: Infinity War, Black Panther and Incredibles 2 accounted for over 42% of the total revenue amassed by the top 10 movies at the Global Box Office. Chief among Disney’s 2019 slate are of course Toy Story 4 and Frozen II, and which title will generate most revenue for the industry will be keenly debated. Toy Story surely has the broader

Rank 1 2 3 4 5 6 7 8 9 10

Jonathan Chambers

Director of AV Investment, Generation Media. Tel: 0207 307 7906 Jonathan.Chambers@generationmedia.co.uk

Movie Avengers: Infinity War Black Panther Jurassic World: Fallen Kingdom Incredibles 2 Aquaman Venom Bohemian Rhapsody Mission Impossible: Fallout Deadpool 2 Fantastic Beasts: The Crimes of Grindelwald

age and gender appeal (especially seeing the darker nature of the recent Frozen II trailer). However, the summer release may count against toy sales, particularly on the higher price point lines? Frozen II by contrast lands right in the middle of the peak sales period, although will have a narrower window for sales. Beyond toy sales however, it does indicate that cinema should be a consideration for all toy brands’ marketing campaigns (dependent on objectives, timings, and key KPIs amongst other variables). Beyond Toy Story 4 and Frozen II, Dumbo, Aladdin, The Lion King, The Lego Movie 2, How to Train Your Dragon 3, Pokémon: Detective Pikachu and The Secret Life of Pets 2 stand out as strong contenders for children’s attention (outside of Marvel and DC’s slate of releases, and of course Star Wars Episode IX). In the face of declining TV audiences (commercial impacts on children’s channels declined by 17% year-on-year in 2018), alternative AV opportunities are more important than ever. The natural inclination will be to spend advertising budgets online, and there is plenty of validity to this approach, particularly via brand

Toy World 22

Worldwide Box Office $2,048,803,724 $1,348,266,925 $1,305,772,799 $1,242,581,744 $1,120,342,123 $853,628,605 $844,285,069 $787,490,609 $786,816,735 $652,261,330

safe YouTube solutions. However, the effect of the Big Screen should not be underestimated. Buying routes such as Kids Club and Family AGP packages are more affordable than ever, meaning that the gap between TV and cinema pricing is much closer than in years gone by. If you are judging the media beyond pricing, cinema also scores highly on engagement, when you consider the restrictions placed on distractions such as mobile devices, and the increased Share of Voice potential with fewer competitors on screen. Assessing where cinema (as well as other AV media channels) might fit within a campaign is a key consideration for Generation Media’s proprietary planning tool, The Media Aggregator. To find out how this could work for you, get in touch for a free consultation.

Licensing World Hasbro welcomes Warwick Brenner to global licensing leadership team

New Paddington series for pre-schoolers announced Studiocanal, Nickelodeon and award-winning producer David Heyman will collaborate on the new CG-animation. Actor Ben Whishaw (Paddington 1 & 2) will reprise his role as the voice of the beloved title character in the new series, which follows the adventures of a younger Paddington. ‘Paddington’ (working title) will air on Nickelodeon’s networks worldwide in 2020, while local broadcast partners will be secured in France, Canada, China and Japan. Fully animated in 3D, each episode will open and close with Paddington’s letters as he tells Aunt Lucy what he has learned about life through the day’s new and exciting adventure. The series will invite a new generation of fans into Paddington’s world full of heart, kindness, slapstick humour, fun and generosity. “We can’t wait to welcome Paddington, one of the world’s most beloved characters, to our global Nickelodeon family with a series that will take him on fun and exciting new adventures, while staying true to his original heartfelt charm and spirit,” said Layla Lewis, SVP global acquisitions and content partnerships, Nickelodeon. Executive producer David Heyman added: “It is a joy to bring this uniquely life-enhancing bear to a whole new audience of younger children. We are excited to be collaborating with the vibrant and dynamic animation team at Blue Zoo, working from scripts by the wonderfully talented screenwriting team Foster and Lamont. With producers Karen Davidsen and Simon Quinn, we’re all set for a glorious new chapter for Paddington.” Paddington 3 is also in development with Studiocanal and Heyday.

Warwick Brenner has been named vice president, EMEA consumer products. The appointment will see Warwick based out of Hasbro’s Stockley Park office in the UK. Casey Collins, senior vice president and general manager of global consumer products at Hasbro, told Toy World: “I’m thrilled to welcome Warwick to the Hasbro Consumer Products team. Warwick’s key focus at Hasbro will be to drive our franchise brands and expand into new categories, channels and markets. His experience in channel strategy and road map planning for a broad variety of globally recognised brands make Warwick the ideal leader for our EMEA Consumer Products team.” Warwick most recently held the position of vice president, consumer products & retail EMEA & ANZ at Worldwide Wrestling Entertainment where he led the company’s consumer products division and worked closely with Casey Collins. He has also led consumer products and business development initiatives at DreamWorks Animation SKG, The Licensing Company, and The Walt Disney Company.

Mattel secures Despicable Me licensing rights A three-year international licensing agreement has been signed with Illumination and Universal Brand Development. Mattel’s licence rights in North America and key international markets cover a wide variety of products, including action figures and dolls, play sets, vehicles and radio control toys, games, plush, role-play and accessories. The Mattel line will launch with a multi-category collection inspired by Illumination’s upcoming Minions sequel and debut at retailers worldwide in time for the film’s global theatrical premiere in summer 2020. “As the stars of the highest-grossing animated franchise to date, Illumination’s Minions have captured the imaginations and hearts of people around the world,” said Janet Hsu, chief franchise management officer, Mattel. “We are delighted to partner with Illumination and Universal Brand Development to provide fans of all ages a deeper connection to these beloved characters. Mattel is committed to strategic collaborations with globally-recognised franchises, which are helping to drive our transformation into an IP-driven, highperforming toy company.” “As we continue to develop richer, more engaging ways for fans to interact with our brands, we are excited to collaborate with Illumination and Mattel to design a brand-new line of toys and consumer products, inspired by Illumination’s Despicable Me franchise,” said Vince Klaseus, president, Universal Brand Development. “Illumination’s Minions is a global pop-culture phenomenon, embraced by all ages and cultures, and we’re excited for the global launch of Minions 2 and for Mattel’s new toy and products lines, which are sure to inspire creativity, open up new ways to play and extend the storytelling.”

Toy World 24

Licensing World Boat Rocker Studios appoints Kate Schlomann Kate has been appointed as executive vice president of brand management and content marketing. Kate joins Boat Rocker during a period of rapid growth for the company and follows the recent restructuring of the Rights and Studios business which saw Jon Rutherford’s promotion to MD of BR Studios. Based in New York, Kate joins from Mattel, where she most recently served as vice president & general manager for Thomas & Friends. Prior to that, she led global brand franchise and marketing for properties such as Bob the Builder, Fireman Sam and Barney. Kate will strategically lead the charge for all of Boat Rocker’s brand, licensing and content marketing initiatives across scripted, factual and kids & family genres. Directing and supporting Boat Rocker’s talented team of brand marketing professionals, Kate will drive a high level of communication across the regions to ensure a common global voice, while managing a broad portfolio and ensuring that local, regional and global priorities are met Jon Rutherford, MD Boat Rocker Studios, commented: “We are delighted to welcome Kate to this key role at this exciting time of global expansion for Boat Rocker. Her outstanding track record in not only children’s and family, but branded entertainment across all genres, and her skills and wealth of experience will be integral to our continued international growth and development.” Kate Schlomann commented: “I am excited to be joining at a time of such dynamic growth and am looking forward to help Boat Rocker build on its recent successes.”

Richard Hollis heads up retail at Rocket Licensing Independent licensing company Rocket Licensing has appointed Richard Hollis as the new head of retail. The newly created role will drive a key component of Rocket’s expansion strategy. Richard will further build Rocket’s profile and the profile of its brands, developing and implementing a strategy to drive listings and presence at retail, to maximise sales and royalty revenue. Richard brings to the role extensive licensing experience, a superb contacts book and excellent communication, presentation and sales skills, honed over more than 25 years in the licensing business with major names including Hallmark, DreamWorks and the BBC. Richard commented: “I have known Rocket MDs Rob and Charlie for years and watched in admiration as they grew their agency and built a reputation. Rocket has a wonderfully diverse and inspiring portfolio of brands and it is a delight to be able to join the team. Together I am confident we can make a real impact in the market and I am looking forward to working with the many inspiring creative talents that Rocket represents.” Rob Wijeratna, joint managing director of Rocket Licensing, added: “This is a new post designed to drive a key component of our strategy, and we are delighted to welcome Richard on board at the start of what we are sure will be a very exciting year for Rocket Licensing.”

Riverside Brands launched by Ashley Holman Ashley Holman has launched his own agency after 12 years within the consumer products team at Nickelodeon. The new venture aims to offer a dynamic approach to bringing brands to the UK and EMEA marketplace via three distinct divisions covering licensing, distribution and media. This approach has already seen him clinch the UK and EMEA outbound licensing representation rights for Zuru Rainbocorns, the new IP from Zuru. Ashley commented: “After over a decade working with some of the best brands in the world, with some of the best people in the industry, the time was right for me to use this experience to set up a flexible agency which aims to provide a host of bespoke solutions for those looking to take their brands & products to market in the UK and beyond. I’m excited to have the opportunity to kick-start the agency with Zuru Rainbocorns and will be announcing a number of exciting partnerships shortly as well as looking forward to welcoming many more to the Riverside Brands collection as we grow.” Ashley added: “Zuru Rainbocorns combines some of the year’s hottest trends in toys, including surprise unboxing, unicorns and sequins into a unique and adorable plush pet. The brand is a global hit at retail already, is supported by an animated webisode series on YouTube and has a huge international marketing campaign behind it. There is wide scope to extend the brand into complementary categories at retail.”

Jakks Pacific named global toy partner for Sonic the Hedgehog Leading US toymaker Jakks Pacific has entered into a multi-year, global toy licensing deal with Sega of America, to manufacture, market, and distribute toys based upon its iconic Sonic the Hedgehog video game brand. The new product line was revealed at New York Toy Fair, where the entire line was showcased for the first time. Sega’s Sonic the Hedgehog franchise launched in 1991 and continues to be one of the most-popular gaming brands of all time, with over 800m units sold or downloaded to date. With a methodical and organic approach, Sonic the Hedgehog has expanded its footprint across multiple platforms including games, mobile, TV, comics and other entertainment areas. Jakks will offer a range of Sonic the Hedgehog action figures, play sets, plush, collectibles and novelty items. The Pinball Track Set brings the iconic video game to life with its customisable track. Fans simply pull the pinball launcher and shoot the Sonic Spheres through the loops and turns. The set comes with an exclusive Sonic Sphere and removable figure. “We are incredibly excited to work with Sega of America to bring this iconic property and character to life,” said Craig Drobis, SVP marketing, Jakks Pacific. “The Jakks line of toys, role-play, and dress-up extends the Sonic experience from screen-time to play-time.” “As a best-in-class toy company that possesses an exemplary track record with legendary brands in the gaming space, it made perfect sense for us to enter into a partnership with Jakks Pacific,” added Anoulay Tsai, licensing Director, Sega of America. Sonic the Hedgehog toys will be available at retail this autumn.

Toy World 26

& TS

F OF LO FO W S R E A IDE SY S T O N E PS AN D

W SO O RK UN IN DS G H E

OF OL TS 6V

Let´s ride!

Toothless Mini Quad Electric ride-on for ages from 2–5 years

www.rollplay.com

NPD Insight Battle of toy themes: unicorns V llamas This month, Moneeba looks at how themes and trends are performing across the toy market, and predicts what trends are expected to be popular in 2019.

he UK toy market is filled with competing within the Pony and Unicorn subset. Starting the and complementary toy themes across New Year, Poopsie continues to be in the top 10 items all categories, from STEM to superheroes in the total market and the property looks set to be and pirates to princesses. Now that the strong across 2019. Fingerlings and Rainbocorns 2019 toy fair season is over and we’ve have also been strong additions to the Pony & been able to digest the various ranges and new Unicorn theme, with 7% and 3% share respectively. products for this year, it’s time to focus on what new Interestingly across Europe, the Unicorns and Pony toy market. We expect this to grow with the muchthemes and trends will be popular in 2019, while theme is now bigger than Superheroes, so for the UK awaited release of Frozen II later this year. In 2015, reviewing what has been successful over the past there is still potential for the category to continue to Frozen was the number two property in the total toy year. As the NPD team grow this year. market, and number walked around the toy one in the Princess fairs, it was clear to see theme, generating that the year ahead is £77m at its peak. certainly going to be However, due to the one filled with llamas, YTD Dec-18 late release of the film, unicorns and film 3.8% Princess themes may magic. be even stronger come Unsurprisingly, the 2020. 2.9% number one theme Another exciting across total toys in theme we have seen 2018 was Superheroes. 1.9% in the toy market over 1.9% With the releases of big the past year is Slime. blockbuster hits such Slime is not new, and as Avengers Infinity 1.1% we saw sales starting War and Black Panther, 0.5% to increase in summer 0.4% it does not come as a 0.2% 2017, although the surprise that Marvel category really took Universe was the Superhero Pony/Unicorn Dinosaur Princess Manga Fairy Pirates Mermaid off from February number one property 2018. With over 30 across the Superhero Source: The NPD Group | Retail Tracking Service YTD December 2018 vs. 17 manufactures offering theme, accounting for The NPD Group, Inc. | Proprietary and confidential 2 slime ranges and 47% of total superhero selling £26m in value value, +14pts from and 3.7m units in 2018, 2017. Marvel’s success also comes from the fact Dinosaurs was the third biggest theme in 2018, the category looks set for another strong year. Top that the retail ranges are larger than any other up +123% on 2017. This growth was helped by the properties for the theme include Poopsie, Cra-Zproperty within the theme, with a third more SKUs success of Jurassic World: Fallen Kingdom, which Slimy & So Slime DIY. available than competitors. DC Universe ranked as gave the Dinosaur category a boost last year - nearly Toy themes can wax and wane in popularity the number two property, driven by the Aquaman 40% of Dinosaur sales were made up of Jurassic with Manga, Fairy, Pirates and Mermaids awaiting movie release in late 2018. While DC has a smaller Park/World merchandise. It is also worth noting that their next resurgence. However, there are always number of products, its SKU efficiency is comparable Jurassic World toy sales were up +78% on 2015 when new themes waiting and one in particular seemed to Marvel. the previous film was released. This success has so particularly prevalent at the various toy fairs. With The Pony and Unicorns theme ranks at number far continued into 2019, with Lego Jurassic World plush, games, collectibles and interactive llamas two, with the category worth £61.7m, an increase ranking as the number seven new property in the or llama-themed toys from a number of different of +11% in the last year. One major contributor to total market for January. manufacturers, 2019 could well turn out to be the that growth is MGA’s Poopsie, the pooping unicorn, Currently worth £39m, the Princess theme is the year of the llama. which was the fastest growing property in 2018 next largest segment, with 1.9% share of the total

Moneeba Baloch

Account Manager, UK Toys, Euro Toys

UK– Popular themes across total toys

Toy World 28

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 Item description Unikitty! Unicorn Kitty Blind Pack (The Lego Group)

Rank Dec 2018

Rank Jan 2019

#1149

#41

Ahead of the release of The Lego Movie 2 in February, one of the key characters spin off range has seen resurgence with Lego Unikitty now the 6th new property in the market in January. Top item in the range Unikitty! Unicorn Kitty Blind Pack generated just under £100k in the month of January ranking at #41 item in the total market and #7 in Building Sets. With just 34% weighted distribution, there remains potential for this item to continue to grow. The average selling price for the blind pack is £1.20, making it affordable and adding to the growing collectible market.

Fastest growing Licences in Toys Top 10 Fastest Growing Licences in Total Toys

Ranked by value gained Harry Potter Fortnite Jurassic Park/World Fantastic Beasts Avengers Other L.O.L. Surprise! Incredibles Nickelodeon Overwatch How To Train Your Dragon £0.0

£0.2

£0.4

£0.6

Sales Gained (£M) The NPD Group, Inc. | Proprietary and confidential

£0.8

£1.0

£1.2

Source: The NPD Group | Retail Tracking Service | UK | Jan-18 vs. Jan-19

2018 saw licensed toys being challenged for the 4th year in a row, continuing to underperform versus the total toy market. With the total licensed market still worth £499m in 2018, it still accounts for 23% of the total toys market and remains a key part of the UK toy market. The success of Harry Potter in 2018 meant it ended up being the #1 fastest growing licence for the full year, gaining an incredible £1.2m and remaining the fastest growing for January. With a late 2018 release, Fortnite was the second fastest growing licence in January as it reflects the video games success. With Action Figures, collectibles and games driving sales, this licence is set to continue to expand into more categories throughout this year. Video games licences in Toys are also being driven by Overwatch, which was the #9 fastest growing licence of the month. Jurassic Park/World was the third fastest growing licence, gaining £641k. Other growing licences included film releases from the last 12 months such as Fantastic Beasts, Avengers and Incredibles. How To Train Your Dragon climbed to #10 ahead of the film release in February.

NEfoW r

2019

co r

en!

ate!

PR Stron d n a L g TV, DIGITA 19 W A n ti suppor NEfoW r

2019

ollect! c o 3t

Create your own Street!

+44 (0) 1628 488944 interplayuk.com trade@interplayuk.com

Sponsored by

indie viewpoint

online videos are so valuable for customers who may like the look of a game, but are uncertain if they’ll understand how to play it. At this year’s Spring Fair, we’ve been looking at themes rather than categories. We expect Space to be a big one this year, with the 50th anniversary of the moon landing. In Scotland the unicorn trend has not slowed down as it’s our national animal. Walking the show floor, we’ve found that some suppliers aren’t as keen to supply the bigger retailers, one reason being the insurance, and those suppliers are now focusing more on the indies. Ty did this with Flippables, which we helped launch in Dunblane. Because Ty supported us well with stock, we’ve been able to display the products prominently on the website, and have ended up shipping them globally as a result. The gifting sector continues to offer us much better margins - we’re talking around 50% - and pulls in plenty of extra footfall. There is a fine balance between tat, which ends up breaking and annoying customers, and good-quality products. Mermaid tails are a consistent best-seller for us, and bamboo coffee cups are wildly popular too. Bath bombs from Bomb Cosmetics are loved by our customers, and they smell fantastic which adds to the in-store experience. We also use bath bombs, packed in a nice box with a ribbon, as the weight on the balloons I mentioned earlier. Little things like this help extend our demographic; tweens like pampering themselves with bath bombs, and grandparents often bath their grandkids of an evening. If a customer buys a Lego set, a couple of bath bombs and some Crazy Aaron’s Thinking Putty, which also offers gift margins, it’s the perfect sale. Maybe it’s only £20, but £11 of that is profit as opposed to £2.50. They may be “little and often” sales, but they all add up and really work for us. Gifting also ties in with our new approach to themes. We have a professional window dresser who comes in every three to four weeks to theme our windows, and having non-toy products – such as the balloons, cups and bath bombs – adds an extra layer of excitement to the display and really draws in customers. Now that we’ve streamlined the business, and can focus 100% on the future of Toy Hub, we’re really excited for what this year will bring.

Chirpy Chirpy Cheap Cheap In a parody of the words of the immortal song by 70s band Middle of the Road: “Where’s the Margin Gone? (Where’s the Margin Gone?) Far Far Away…” Anon Having finally finished the rounds of previews, “High Horse Toys” trade shows and exhibitions, and with the ranges and planning for the first half put to bed, we’ve noticed that the margin this year seems to be going south for independent toyshops. Are we really expected to work for 26p in the pound - excluding VAT? On the back of what was a “challenging” year for all high street traders, the drop in margin and the increases in price from some - though not all - suppliers is hard to take. We know that high profile toys come with a lower margin, but what about the peripheral product, product that is not in the spotlight or new product that is high risk? We seem to have lost the wiggle room we need to survive. What was once 38% is now 33%, and we are expected to tug our forelocks and say thank you? As companies push for the next big thing, it seems to us that it is the independent retailers who are taking a disproportionate level of risk. We are a band of specialised, dedicated retailers, and our businesses support local families. We have collectively millions of customers shopping in our stores on a weekly basis, we believe in “Shop Local” and we stock high profile ranges in depth, but to make it work our margin mix needs to be a minimum of 40%, to balance the risk and to enable us to continue trading. It is a two-way relationship and we need suppliers’ support. The alternatives are to turn our backs on those products where margins are small, tighten our range plans and look for alternative product and markets that give us the margin we need to survive. To quote Bob Dylan…”The times they are a changing”

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Ten out of ten

s we write this, we are just recovering, after feeling all “toy faired out.” It is always great to have the shows to look forward to in January, and once again they did not disappoint. London Toy Fair was a fantastic event, with most of our key suppliers in attendance. It was a manic few days for us, seeing hundreds of new toys, and picking up a couple of new suppliers. A few standouts for us included the Thinkway Toys stand, with some really interesting innovations in the new Toy Story 4 range for summer this year; with domestic distribution, it will really help the independents to stock the products. It was great to see Lego back at Toy Fair, and there was a real buzz about the stand. We cannot say much about what we saw, but are really excited for some of the new lines coming in Lego Friends, Technic and Harry Potter. The Character Options stand is always one of the best; there is almost too much new product to describe in a few short words, but we are confident we will have another good year with them. Spin Master also had a lot of new introductions, as well as Hatchimals continuing to develop, and the new interactive pet for later this year looks great. The Toymaster lounge is a great feature of the show, always very helpful and provides a great base to use between appointments. We spent a day at Spring Fair on the Sunday, which is the easiest day to travel up there. It is always a good opportunity to pick up suppliers that were not at Toy Fair, and we found it very successful. HTI had a large stand with some great new lines coming through. We liked the look of the Micro Motorz vehicle collectible range, and there are some great Bath Bomb lines coming later in the year. Reviewing sales so far this year, January was definitely a tough month, and we traded slightly down. It seemed a very long month financially for our customers, and there was a real lack of footfall. At the end of the month, we benefited from a dusting of snow; not enough to disrupt trade, but enough to sell quite a few sledges. A lot of new ranges are starting to come through now; with How to Train your Dragon: Hidden World having just hit the cinemas, the product is starting to sell well. Another early seller for us has been Ryan’s World products from Vivid. The range is made up of perfect pocket money lines, and it looks to be a strong new licence off the back of YouTube. We cannot mention bestsellers without mentioning L.O.L. Surprise! The new dolls have just arrived in this week, and the early signs are that demand is showing no signs of slowing down. Looking forward to this year, the big elephant in the room is Brexit, which will hopefully be resolved one way or the other by the end of March. However, an even bigger event looming around that time is that on 28th March this year, Toy Barnhaus will be turning 10 years old. We have loved every minute of it, and have never looked back. It was a big thing for us to join Toymaster, and it is great to have the backing of a buying group. We still remember our opening day, in our 800sqft store, with £25k worth of stock (which was all we could afford), on low counters. It was a million miles away from where we are now, but it was a great place to start. We have met lots of wonderful people in the Toy Industry, and built up hundreds of good relationships. Lots has changed in the last 10 years, but we have evolved with it, and look forward to the next 10 years in the toy trade.

Toy World 33

Retail Profile

B&M

B&M a serious player

After being given unprecedented behind-thescenes access to B&M’s ‘Golden Quarter’ conference, Toy World publisher John Baulch caught up with Simon Arora, co-CEO, and toy buyers Hayley White and Sarah Atta, to find out how toys performed for the retailer over Christmas, and how the company is preparing for the year ahead.

How did B&M find the Golden Quarter?

What are your standout performers?

Simon: The Golden Quarter was remarkably busy; we opened 14 stores in 12 weeks, which meant a mad rush to get things ready in time for Christmas. We ended the quarter with 611 stores trading, equating to some 12 million sq. feet of retail selling space. We are now the second largest occupier of out of town space in the UK.

Hayley: The strength of L.O.L. Surprise! has continued, along with Lego, Fortnite and the slime trend. There have been some very strong TV campaigns already this year, driving new and existing ranges; we’ve spent the past few weeks chasing stock and jumping on rebuys. Bandai’s Bananas range and Worlds Apart’s Scruff-a-Luvs have both been heavily TV advertised, with the latter becoming one of our current top 10 lines, even though it would be considered a high price point for this time of year. For B&M, our toy business is arguably becoming less seasonal; we are seeing a shift to the every day. With World Book Day and Easter around the corner, together with the outdoor toy season and our popular ‘2 for £15’ offer about to start, we are looking forward to our early year success continuing. Sarah: At the end of the toy buying circuit people ask us what we’re most excited about, but for the past four years our best-selling toy hasn’t been bought in January; it’s always been a late addition into the

It’s on record that B&M posted a strong Christmas performance overall – how did the toy category specifically perform?

Simon Arora, co-CEO

Hayley: B&M’s overall December like-for-like growth was 1.6%, while the toy category like-for-like performance grew by double-digits, which we were absolutely delighted about. And that performance has carried on into Q1 too. For the forthcoming financial year we are budgeting for a £350m turnover on toys; considering the industry figure in total is thought to be around £3.5b, this would put our share of the total UK toy market at around 10%.

Toy World 34

range. This shows how we differ from other, more established players in the toy market. We pride ourselves in trading the category in-season, backing the winners and the newly emerging hot sellers, and reacting to customer shopping behaviour on a weekly basis. Simon: We shy away from the concept of a static range bought six months in advance. We’re traders. To any suppliers reading this, the message from us is that we are always open to new lines, and always open to new business. The opportunity isn’t gone if you didn’t get your product in during the first round of selections – we always have open to buy available, and we’ll back new products as they emerge during the season.

Manhattan 4 in 1

What were your highlights from trade fair season? Sarah: MGA has great new development coming through on L.O.L., and the Fortnite range is expanding with new SKUs and suppliers. Ryan’s World looks like an exciting addition to the market, and is instigating a shift in the way brands gain momentum and become popular. Wow! Stuff and Zuru both stand out for their innovation. Hayley: In 2018 we really went for Toys R Us’ market share, and we surpassed our expectations. This year we plan to build on this; as a business we are growing internationally, and from a toy perspective Sarah and I are going to prove that B&M is a serious player in the toy industry, with more SKUs and more POS solutions to boost presence for key brands. We’ve forged some really strong relationships with Disney and Nickelodeon, along with suppliers like Hasbro, MGA, Spin Master and Mattel, with whom we have some exciting product launches planned in later in the year. Simon: In the past, I was aware of a number of desirable brands in the toy category that didn’t trade with us. Now, when we reflect on December just gone and the coming year, there aren’t any brands we don’t have that we wish we did. I have to pinch myself sometimes – that certainly isn’t a statement I would have made four years ago. Part of this has been our international expansion plans, because they have changed the way the toy industry views us. Hayley and Sarah have been kept busy working with our French and German colleagues, getting some of the best sellers from B&Ms range working for Jawoll and Babou, as well as the best relationships. There are over a thousand containers of product currently on the water heading from Asia to our 100 Babou stores, with each store averaging around 25,000 sq. feet of space. Previously, the toy category was a relatively small part of Babou’s product range, but we are going to increase this substantially. French consumers love a bargain just as much as British, and there is tremendous scope for new openings, positioning B&M - and its international businesses - as a serious player within the toy market.

Contact: Malcolm Cook malcolm@mc-international.co.uk Mobile: +44 (0)7770 68 88 58 www.hauck-toys.com

Toy World 35

fresh FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. In March we have new releases from: Basic Fun, Craze Toys, Flair, Panini, Rollplay, Wow! Stuff.

Magic Bath products

Craze Toys (49) 721 38 13 47 | www.craze.toys

Available in Bibi & Tina or Fireman Sam designs, Craze Toys’ Magic Bath Confetti transforms the bath into a colourful water playground in seconds. The raspberryscented Bibi & Tina bath confetti is shaped like horseshoes and horses, while the strawberry-scented Fireman Sam bath confetti is shaped like flames and gearwheels. The confetti can be played with as well as used as soap. Magic Bath Colour adds a real splash of colour to the water; simply fill the bath and add the ball to enjoy an exciting colour show. Available in Bibi & Tina or Fireman Sam designs, the bath ball comes in three different shapes and two colours, and will gradually change the bathwater as it dissolves. The Magic Surprise Bath Ball introduces surprise-reveal fun to bath time, as well as a touch of colour. Each ball includes one of six collectible stamps of either Bibi and her friends, or Fireman Sam and his friends. Once added to a bath, the ball will start to dissolve, changing the colour of the water as it reveals the surprise contained within. All Craze Toys Magic Bath products have been dermatologically tested by the independent research institute Dermatest, and have been rated as Very Good. What’s more, they won’t colour skin, hair, or the bathtub.

Dragon Mini Quad

Rollplay 07986 971 902 | www.rollplay.net Showing continued commitment to innovation in the ride-on space, Rollplay has announced the launch of the all-new Dragon Mini Quad ride-on. The e-vehicle is an exciting new addition to the company’s portfolio for pre-schoolers, and will support the theatrical release of How to Train Your Dragon: The Hidden World. Available from April, the Dragon Mini Quad takes the shape of Toothless the dragon from the popular animated franchise. An exciting and rugged four-wheeled ride for ages two years and upwards, the 6V quad has just one button for forward movement, making it easy to control. What’s more, the quad has light-up dragon’s eyes as headlights and dragon sound effects to add to the fun, as children enjoy the adventures that having their very own dragon will bring.

Little Lucky Lunchbox

Basic Fun 01189 253 270 | www.knex.co.uk The second collectible to be launched by Basic Fun is Little Lucky Lunchbox. Each Little Lucky Lunchbox tin holds two Foodie Friends, each containing a secret reveal. There are 50 Foodie Friends to collect in Series 1, including Foodie classics such as hot dogs, pie and juice. Series Two will launch over the coming months and include international foods such as Japanese and Italian. Bigger packs will be available later in the year. Basic Fun is supporting the launch with a big media drive including a Pop TV sponsorship, delivering over 600 TVRs to girls aged 4-9 years, and PR support across media and influencers.

Toy World 36

E BL A IL EY A DL AV A Y BR EL V N SI TO LU IL C W EX AT

h THUMB ACCELERATOR CONTROL

CONVENIENT FOLDING MECHANISM

LED WHEELS

REAR BRAKE

ADJUSTABLE HEIGHT HANDLEBARS

Learn More / Request a Catalogue • Tel: 01626 835400 www.wiltonbradley.co.uk • Email: sales@wiltonbradley.co.uk

Invisibility Cloak Illusion Costume Wow! Stuff 01902 390428 | www.wowstuff.com

Wow! Stuff, in partnership with Warner Bros. Consumer Products, has announced an all-new Wizarding World-inspired garment. The new Invisibility Cloak Illusion Costume is based upon the iconic cloak from the Harry Potter film-franchise, and, through the clever application of technology, is capable of making it look like anyone or anything has disappeared right before your eyes. Available from July 1st, the innovative product will allow Harry Potter fans to recreate their favourite scenes at home.

How the Invisibility Cloak appeared in the movie.

To start enjoying the Invisibility Cloak Illusion Costume, users aged eight and above need to download the free Wow! Stuff app, choose the Invisibility Cloak section within the app, and enter the unique code that comes with the magical garment. The Cloak uses Wow! Stuff’s Meta-Chrome Green Screen technology (patent applied for).

The Invisibility Cloak Illusion Costume will also be available in a Deluxe Version at launch with an MSRP of $69.99 (~£55). The Deluxe Cloak features authentic patterning as seen in the films and a green silk style interior. It also includes a tabletop tripod to support a smartphone (not included) and full instructions for downloading and using the Wow! Stuff app.

L.O.L Surprise! Trading Card Collection Panini 01604 877 888 | www.paninigroup.com

Panini launched the L.O.L. Surprise! Trading Card Collection on 10th January, which enables collectors to make 180 new BFFs by collecting cards which include shining rainbow, heart glitter and firework sparkle options. Starter Packs include a collector’s album and 18 trading cards, plus two limited edition cards to get the collection going. The collection includes a Matching Pairs Game, with 18 matching pairs to find. Collectors can also learn to draw the dolls using special trace off cards. As the collection builds up, cute and colourful puzzles can also be completed on the back of the binder pages. The collection will be backed by a heavyweight marketing campaign which includes magazine cover mount activity, press and digital advertising, a nationwide TV campaign and a trading card sheet pick up via Smyths Toys Superstores in The Sun newspaper. There will be social media activation across all of Panini’s social channels as well as PopJam. Packet sampling will take place at key events and there will be retail investment in the toy channel.

Flutter Friends

GP Flair 020 8643 0320 | www.flairplc.co.uk

Launching in stores from April, Just Play’s Flutter Friends is set to bring the magic of one of nature’s most iconic small birds, the hummingbird, to the toy aisle. Flutter Friends combine lifelike movements, nurturing play value and interactivity, with each of the six different hummingbirds available boasting its own unique colouring and features. Kids can pet their Flutter Friend to activate the movements and experience its 40 realistic sounds. Tapping its back twice will help it learn to fly, while gripping feet allow it to balance on the included flower feeder as it also flaps its wings. Flutter Friends can also interact with each other. When placed together, the birds flap their wings and tweet to each other. Furthermore, they even react to sounds; kids can simply click their fingers or clap their hands to activate extra fluttering and sound effects.

Adorable Astronaut Pioneer Europe 01279 501 090 www.Qualatex.com

Building on 2019 trends, Pioneer Europe, European supplier of Qualatex balloons, has released its new Q1 collection, with a selection of product designs based on the evergreen space trend. The new space-themed balloons range includes a 37" Adorable Astronaut Microfoil shape, while the 18” Microfoil Birthday Astronaut balloon features two sides, with a Happy Birthday message on one and an astronaut on the other. The Celestial Fun 11” latex balloons, which come in and black and navy and feature stars and galaxies, will round off any space-themed party. Pioneer Europe has also released its new fashion partyware collection. Showcased for the first time at Nuremberg Toy Fair and Spring Fair, themes include Outer-Space and Galaxy that, when used alongside Qualatex balloons, will make up the perfect party package. The Outer Space collection features paper plates, paper cups, napkins and a tablecover, with each item in the range depicting astronauts and planets. The Galaxy range is based on a purple and blue palette in galaxy style with a bold and stylish silver party script. The range comprises paper plates, paper cups, napkins, paper banner, party bags and a tablecover.

Toy World 38

www.dolu.com.tr

For UK sales contact Steve or Ria Richardson 07850779797 â&#x20AC;˘ sales@sjr-associates.co.uk

Feature

Outdoor Toys

Watch this space In addition to the unpredictable British weather, the outdoor toy category potentially faces another significant challenge yet this year – adapting to the short-term logistical issues posed by Brexit. Rachael Simpson-Jones gauges the mood among outdoor toy specialists.

ith the threat of lorries facing delays at ports after Britain leaves the EU, measures are being put in place in an attempt to mitigate the situation. Back in January it was reported that retail chain The Entertainer was stockpiling outdoor toys to ensure seasonal stock was in place before any hold-ups, while the BTHA has published guidance on importing toys in the event of a No Deal Brexit. While goods coming from the Far East will not face changes to paperwork, the fear is that they will also be impacted, as they get stuck behind European goods on the last leg of their journey. Circumnavigating this neatly is Little Tikes, which, in a landmark year for the company, sees 2019 as very much ‘business as usual’. “Summer 2019 is already here, and a lot of this season’s stock is either in market or waiting to go from our UK warehouse,” explains Michelle Lilley, UK head of marketing, Little Tikes. “This is our 50th year, and one of the benefits of a brand like Little Tikes is that we have our own manufacturing plants all over the globe, with the majority of our key lines available from multiple country sources.” Phil Ratcliffe, sales & marketing director, MV Sports & Leisure, is likewise unphased by the possibility of Brexit disruption. “There may be a question over consumer confidence, which could affect all categories in the short term, but in the case of outdoor toys this should be offset by warmer summers and heightened parental awareness of the need for active play,” he comments. For some, however, the current uncertainty surrounding Brexit is cause for concern. At the very beginning of January, Toy World published an article

from Import Services’ client services director, Mike Thomas. “The Brexit discussions are now even more complicated, and the lie of the land uncertain,” he commented, referring to the current status of negotiations as “unsettled”. Since then, little has changed. “Brexit could well impact things very badly,” says Guy Orr, director at Mookie Toys. “The biggest problem is that we don’t quite know the shape this will take. Perhaps an increase in duty? Possibly different testing requirements? Businesses are in the dark, and that is not good for anyone.” Irrespective of Brexit, Mookie seems set for success this year with its TP Infinity Leap, the world’s first two-level trampoline. Released in the year that sees the company’s TP Toys brand celebrate its 60th anniversary, the product has even caught the attention of British trampolining champion Olivia Street, who has called it “the best garden trampoline” she’s ever been on. Re:creation has recently welcomed Wham-O into its portfolio. Having celebrated 70 years in the industry last year, Wham-O IPs include Frisbee, Hula Hoop and Hacky Sack among a wealth of other names. “We’re planning a major relaunch of the brand here, as we seek to unlock the true potential of the Wham-O catalogue in the UK and Eire,” explains Adrian Mayes, general manager, Re:creation. “We’ll be relaunching the brand portfolio with a major marketing programme throughout the coming months, opening up access to more of this legendary name’s product catalogue than ever before. We plan to work closely with retail partners to help them maximise sell-through, whether that be through tailored digital assets or more impactful merchandising in store.”

Toy World 40

As touched upon earlier, licences play a big part in MV’s portfolio. Key Disney entertainment franchises Toy Story, Frozen and Spiderman join the line-up for 2019, alongside existing properties Peppa Pig, Paw Patrol, Batman, Disney Princess and Avengers. The company is introducing over 200 new lines and has refreshed more than 50 for this year, while its new premium scooter/ride on segment, UMove, is launching alongside a consolidated and refreshed range of Wired youth-targeted wheeled products. “We’ve also introduced key new items into well established brands such as Hedstrom, Kickmaster and Stunted,” adds Phil. L.O.L. Surprise!, the big winner at both the UK Toy Industry Awards and the US Toy of the Year Awards, has made its way into the Little Tikes range in the form of a garden playhouse. Bright pink and glittery, in keeping with the brand’s key aesthetic, the latest house on the block from the outdoor specialist offers a host of features for young fans including a letterbox, working window shutters and an arched doorway. Alongside the personal benefits of outdoor play – the fresh air, the physical activity and the independence that comes with being allowed to play outside – both Guy at Mookie and Phil at MV Sports point to another big selling point; longevity. “You don’t throw away your Swingball after a few months of playing with it,” says Guys, while Phil adds: “Being durable, wheeled and outdoor toys are likely to be shared or handed down to younger siblings or friends, rather than disposed of, meaning they tend to be enjoyed over a sustained period of time – years, in some cases.” Over the next few pages, Toy World takes a look at the newest products set to get children outside this year.

Celebrating 50 years of playing big!

Call 0845 0533 333

Email Uklittle.tikes@mgae.com

Web www.littletikes.co.uk

ÂŠMGA 2019. MGA Entertainment UK Ltd, 50 Presley Way, Crownhill, Milton Keynes MK8 0ES.

Outdoor Toys

Re:creation 01189 736 222 | www.recreationltd.co.uk This year, Re:creation is set to introduce a world of exhilarating rides from Razor, as well as a wealth of outdoor and sporting toys from Wham-O. Paying testament to the Razor brand’s dedication to quality and performance, classic rides such as the S Sport kick scooter consistently maintain a top three spot in category, while many years of experience in developing electric rides sees the brand’s E100 and E90 also ranking in top spots. Joining these rides in 2019 is a line-up of inspiring new ways to get that adrenaline kick. Recently launched at Toy Fair, Razor’s Drift Rider electric drift cycle offers edge-of-the-seat drifting excitement, combining moto-inspired styling and 3D steering. Also for drifting fans, Crazy Cart - a ride that has garnered millions of YouTube views as well as strong media coverage - welcomes a new edition. Crazy Cart Shift 2.0 incorporates drifting fun with the added benefit of a parentcontrolled speed selector, enabling two levels of speed to suit rider age and skill. Compact in size, the Razor E-Punk electric mini bike offers speeds of up to 10mph and 40 minutes of continuous use. Thanks to its exclusive EverBalance technology, Hovertrax has taken the hoverboard experience to a new level. Hovertrax 3.0 promises smooth riding and high performance in its smallest and most lightweight format yet, making the Hovertrax experience more portable than ever. Following the strong reception for Razor’s E Prime folding electric scooter, more innovations in electric scooters are on their way in 2019, as Razor continues to push the envelope in e-mobility. Re:creation will support the Razor brand with a year-round marketing programme including TV, PR, events and online elements. Recently joining Re:creation’s portfolio, and responsible for iconic brand names such as Hula Hoop, Frisbee and Hacky Sack, Wham-O gives families ever more reasons to get outside. Re:creation is set to unlock the potential of the brand’s outdoor catalogue with the rollout of an extensive collection of Wham-O products including evergreen classics and engaging new introductions. Among 2019’s offerings are Slip n Slide, which delivers classic water play fun, as well as Aqua Force water balloon launchers. Re:creation will re-launch the Wham-O brand with heavyweight marketing including TV, events and PR.

Mookie Toys 01525 722 769 | www.mookie.co.uk Following a record-breaking year in 2018 for TP Toys since it became part of the Mookie portfolio, Mookie is expecting an exceptional year ahead. To support the brand’s 60th birthday celebrations, TP Toys will be introducing a variety of innovative new products including a revolutionary and eye-catching two level trampoline, the TP Infinity Leap. The TP Infinity Leap was driven by a pursuit of excellence in terms of design, materials and build quality, to deliver a trampoline experience that is second to none. The two horizontal jump zones, situated at different levels, are linked by a bungee-sprung bounce slope for extra fun and challenge. In combination with the easy to put up, take down and fold away enclosure, which can be operated by one adult, this is a trampoline like no other. Building on the success of its mud kitchen range, which performed exceptionally last year, TP Toys has combined the wooden playhouse with a Mud Kitchen Accessories set that can bolt on to playhouses or any other suitable surface to add plenty of extra play value. This year Mookie welcomes new additions to the Swingball brand, including 3-in-1, 5-in-1 and Speedplay Soccer. The 5-in-1 Multiplay All Surface Swingball is the ultimate Swingball games set. With three modes and five ways to play, the pack has everything needed to keep families entertained all year round. 5-in-1 Swingball includes Swingball, Soccer Swingball, Volleyball, Tailball Tennis and Fling Disc. The All Surface Base allows for three different modes of play; the unique Y Net is ideal for Volleyball and Tailball battles, while Swingball and soccer can also be enjoyed. Providing first ride-ons for growing toddlers, Bug has established itself as a must-have brand for parents and children. Designed to help children develop their balance and steering skills, the patented folding system means Bug ride-ons offer a portable, easy-store and practical solution for the modern family. After the success of Mookie’s digital marketing campaign last year, which ensured correct targeting for the premium TP customer, the strategy will be repeated for 2019. Marketing will include a combination of traditional and digital, directly targeting the brand’s core market. TP continues to focus on creating beautiful video content to push out digitally alongside appealing lifestyle-led videos.

Toy World 42

Outdoor Toys

Rollplay 07986 971 902 | www.rollplay.net Rollplay will be launching several exciting new ride-on toys in 2019. The new VW range will see a refresh to both the iconic Bus and the Beetle models. The 6V Volkswagen Bus will be launching in the summer and will feature a new Flower Power design to mark the 50th anniversary of the Woodstock festival. Colourful flower stickers can be applied to the car and easily removed so that children can customise their own vehicle. The 6V VW Bus can reach speeds of 2.5 MPH, operates in both forward and reverse, and is suitable for children from the age of three. The 6V Volkswagen Beetle is a battery-powered ride-on that looks just like the real thing, right down to the silver VW emblems and high-backed contour seat. The replica model is packed with realistic features, including working headlights, horn and engine sounds and a door that opens and latches shut. Like the VW Bus, the Beetle will also feature the new Flower Power design with stickers to create different looks and patterns. To tie in with the theatrical release of How to Train Your Dragon: The Hidden World, Rollplay is launching the Dragon Mini Quad – an exciting four wheeled rugged ride for pre-schoolers. The 6V vehicle is easy to control with just one button for forward movement, and the design includes dragon’s eyes as headlights and dragon sound effects to add to the fun. The Storm is a new UTV that allows kids to ride side by side with a friend. Running at a maximum speed of 8 km/h, the vehicle is suitable for kids aged three years and upwards. The 12V battery is quickly rechargeable and has a run time of approximately 60 minutes. Special rubber non-slip tire strips provide additional safety.

Imperial Toy Company 07921 817 776 | www.imperialtoy.com Imperial Toy, a global leader in licensed and nonlicensed bubbles, junior sports, outdoor and novelty toys, will mark its 50th anniversary in 2019. Founded in 1969, the company is thrilled to be celebrating this milestone with the toy industry. Lick-A-Bubble is the world’s first proprietary bubble solution that enables kids of all ages to create their own flavoured bubbles. Users simply add their beverage of choice and blow bubbles to instantly enjoy delicious ‘lickable’ bubbles. Invented by a paediatric allergist, Lick-A-Bubble is safety tested and kid approved. Bubbles support active play and creativity and are the ideal play day activity or party favour. Blitz Bubbles are a true classic, offering hours of bubble fun with the 55oz bottle of Blitz premium bubble solution. Blitz Bubbles float higher and last longer. With assorted scents available, including Apple and Candy Apple, Blitz provides a retail-ready solution for bubble play. Into The Frying Pan Splat Ball offers a playful twist on the catch and toss game; kids can just toss, splat and repeat. The set includes two frying pan paddles/ catchers, and one egg splat ball.

Dolu 07850 779 797 | www.dolu.com Dolu has extended its outdoor range this year, and now offers a unicorn-themed assortment of products including play houses, slides, tractors, trikes, sit-n-rides and a brand new Unicorn Rocker, which, when unlocked from the rocking base, becomes a ride-on. The company will also be offering the same ranges in unisex colours, giving consumers more options to choose from. Having exhibited at Hong Kong, Olympia and Nuremberg, responses to the range indicate that 2019 sales will be significantly surpass those of last year. Dolu also offers over 300 further products including play kitchens, pre-school toys, desks and easels, role play toys and building blocks. Dolu products offer an attractive proposition compared to Chinese imports without the minimum order quantities and lead-time. All products offer EU quality, and will not be affected by Brexit. Please contact Ria Richardson or Steve Richardson for further details: email sales@sjr-associates.co.uk.

Toy World 44

The start of every adventure

MINI

MIDI

2-4 yrs 21L capacity Fold out deck Lean & steer Cabin sized Soft touch Squashy

4-8 yrs 25L capacity Fold out deck Lean & steer Cabin sized Soft touch Splash proof

Outdoor Toys

A.B.Gee 01773 570 444 | www.abgee.co.uk

MV Sports 01217 488 000 | www.mvsports.co.uk MV’s recently expanded Disney portfolio now includes, for the first time, the studio’s entire roster of forthcoming entertainment releases, such as Toy Story, The Lion King, Spider Man, Minnie Mouse and Frozen. Evergreen properties Batman, Peppa Pig, Disney Princess and Paw Patrol remain popular among customers, while Disney Princess and Paw Patrol have both been refreshed for 2019. Toy Story has been a childhood classic for over 20 years. Thanks to MV, kids can go to infinity and beyond with the Buzz product range, which includes a Buzz 6v Spaceship ride-on and a range of Buzz detailed scooters. Further Toy Story 4 products are due to launch before the film release in June. MV’s L.O.L. Surprise! range of scooters, skates and bikes welcomes several new additions to the range; the 3-in-1 Scootin’ suitcase, the 2-in-1 Twista scooter with light up wheels and sticker sheet, and a Dream Den with lights and an integrated inflatable mattress. Barbie will be celebrating her 60th anniversary this year, and MV will be marking the occasion with a new range of bikes, scooters, and protective gear. Pops of contemporary candy colours have been combined with the iconic Barbie pink, along with modern graphics to give the range a fresh look and feel. Older kids can choose from several new additional licences, including Spider-Man, Avengers Endgame, Ninja Turtles, Transformers Bumblebee, Hot Wheels and Nerf. Scooters, skateboards and bikes complete with eye-catching graphics complement each range. MV’s own-brand categories are expanding with a new range of premium scooters and ride-ons. The new UMove range is appealing to both children and adults alike. Featuring products which grow with the child, UMove is lightweight, high quality and affordable, with many items having a light up wheels option. These are premium specification wheeled toys, without the premium price tag. The company’s classic own-brand ranges also offer new innovation for 2019. Stunted now includes an entry level stunt scooter and two premium models, and Hedstrom has a new Dome Climber with easy unique fixings, plus a 3-in-1 swing with blow moulded seat. Finally, Kickmaster incorporates two new revolutionary products; the Soccer Arcade, a multi-play shoot out with integral goal, and Soccer Box, a five feature skills trainer which folds down for easy storage and portability.

A.B.Gee offers an unrivalled and comprehensive range of premium party bubbles, including from leading bubble maker Dulcop. Founded in 1938, the Italian manufacturer is the only bubble manufacturer in the world to obtain the highest EC Type quality certificate, with all products 100% tested for quality. The range is made from environmentally friendly biodegradable gluten free solutions, and comes packaged in colourful and recyclable boxes that are sure to stand out on any retail counter or display. The 60ml party bubble bottles include a built-in wand that’s been carefully designed to keep little hands clean, while making great bubbles every time. The bottles are designed to be easy to hold, and come with a maze game on the cap for added play value. The range is available now, and includes popular licences from Barbie, Peppa Pig, Hot Wheels, Shimmer & Shine, Paw Patrol and many more.

Wilton Bradley 01626 835 400 | www.wiltonbradley.com Wilton Bradley is focusing on developing a selection of bestselling products and targeting a varied audience for 2019. Both the Xootz Viper and electric scooters have been a success story so far for Wilton Bradley, becoming popular both in the UK and worldwide markets. This year sees Typhoon Power Drift Trike and two new electric scooters, the Electro and Energizer, join the company’s portfolio. The Typhoon Power Drift Trike was created using in-house tooling and 3D design, evolving the Viper design and colourway. With a run time of 60 minutes and a maximum speed of 16km/h, this unique ride-on provides endless outdoor fun. The new Electro and Energizer electric scooters also follow on from the unique Viper design. The electric scooters market is currently growing at a fast pace, especially as road use has become legal in certain countries. Wilton Bradley’s collection of electric ride-ons is expanding with the addition of the Mclaren P1, the BMW Police Bike, the Audi TT and the Fiat 500. These high quality new vehicles include unique features such as wing doors on the Mclaren P1 and a removable handle on the Fiat 500, turning the product from a push along to an electric ride-on. This allows the product to advance and develop with the child.

Toy World 46

Outdoor Toys

Vivid 01483 449 944 | www.vividtoysandgames.co.uk The company’s award-winning Phlat Ball and recently introduced Phlat Ball V3 Fusion Flash, the light up version of the award-winning original, will continue to feature as focus items for spring/summer 2019 within Vivid’s outdoor range. The Super Wubble, an extension to the successful inflatable Wubble line, also continues to be popular for the company and was recently awarded Outdoor Toy of the Year at the Toy Industry Awards 2018 at London Toy Fair.

GP Flair 0208 643 0320 | www.flairplc.co.uk

Little Tikes 08450 533 333 | www.littletikes.co.uk Little Tikes offers a wide range of products to encourage developing social skills, mobility and exploration from a young age. Now in its 50th year, the brand is home to a host of outdoor toys plus new product launches for 2019. From the TV advertised Fun Zone range, Pop ‘n Splash Surprise is the ultimate interactive game - full of delight and surprise. Children take turns spinning the wheel, stepping on the stomp pad, using the hand pump or rotating the crank. At any moment, Pop ‘n Splash Surprise will launch water and/or balls high into the air. The Fountain Factory water table inspires children to build endless combinations, with 13 interchangeable pipes and fittings for pumping, spraying and endless play combinations, such as pumping water through the main tower to create splashing fountains. The line will be supported across TV for 2019. Little Tikes’ extensive selection of ride-on toys includes the Cozy Coupe, Magical Unicorn Carriage and Sport Racer, which are perfect for letting little ones explore the outdoors in a variety of imaginative play settings. The Turtle Sandbox is a renowned garden staple, providing hours of summer sand play. Children can get creative with the colourful sandbox that is so versatile it can be used as either a sandpit or ball pool. Alternatively, little ones can create a home from home in the garden with an inspirational range of playhouses and cottages, such as the Cape Cottage, which encourages roleplay. The Little Tikes First Slide gives young children their first experience of sliding fun. Encouraging active play, the slide also promotes fitness, balance and co-ordination.

Flair’s Messi Training range allows kids to improve their football skills with a professional training method and equipment which is both fun and dynamic. Already successful, the spring 2019 collection has a refreshed look, with a branding overhaul and new packaging and colourways. This makies each piece instantly recognisable as endorsed by football legend Lionel Messi. Essential to the range is the 2-in-1 Soft Touch Ball, available in red and blue, each sporting an image of Messi in his No. 10 shirt. Ideal for younger players, the extendable cord is height adjustable but also detaches from the size-2 ball for free play. The easy grip and handle and soft-touch feel make it perfect to hone finer football skills. The refreshed design follows through to the wide collection of accessories, such as the new Time Zone Training Set, which allows players to monitor their progress, while performing drills. Included is an Official Messi size-4 flex foam ball, training cones and timer. The Game Time Training Set is perfect for two player training and includes a large foldable goal, ball with pump and Messi vests, so that children can either challenge their friends or have their own hard-core skills session. These new Messi Training items are available from the New Year, while in April a LimitedEdition Pro Training Ball, Core Training Set and 2-in-1 Auto Trainer will complete the refreshed line up. The entire range will be supported with digital, social and retail marketing to fuel consumer demand and ensure swift sales.

Toy World 48

12” BIKE ENCLOSE D PRINTED CHAINGU ARD

ADJUSTABLE SIZE DIAL 48-54CM

SAFETY HELMET ANTI -SLIP FOOT PLATE

BUILD DIMENSIONS H160 X W100 X D100cm

INTERGRATED FLOOR

TEPEE

TENT

Y SALES O T R U O Y R RY FO A GREAT STO

©Disney/Pixar Visit www.toystory.com

TER

COO TRI-S

Outdoor Toys

Hy-Pro 01582 670 100 | www.zincflyte.com

Kids@Play 01423 611 047 | www.kids-at-play.com Kids@Play’s outdoor toy offering gets stronger every year as it works to develop on its core category of ride-ons and bring in new category development lines. The company’s ongoing relationship with JCB supports continued product development, and award-winning pre-school toy of the year, JCB Excavator, continues to be a headline item. In partnership with Falk, Kids@Play is delighted to confirm that Massey Ferguson tractors will be available shortly, to complement the comprehensive range of Claas, Case, Landini, and New Holland agricultural licensed products. In addition, new licensed motor-cross lines will join the foot-to-floor product range with the Bud Racing Kawasaki bike. Kids@Play’s own licensed range of product continues to increase with the addition of further licences from Land Rover and Jaguar. First to market will be the peddle Land Rover Defender, which has been previewed at the recent London and Spring Fair shows with significant positive reaction. Offering incredible detail, this hero line is further supported by the introduction of the new Land Rover Discovery and Jaguar I-Pace. Further to the ride-ons category, Kids@Play continues to offer innovative outdoor products and product development, such as new bubbles range Bedazzle Bubbles. The line will preview at the upcoming Toymaster show, but a sneak peek will be available from sales contacts. Bedazzle Bubbles offers colourful, non-drip and - importantly for parents - no mess bubbles. Price points will start from £7.99 and offer something unique in this category.

Amongst the successful range of characters on offer for 2019 from Zinc Flyte, and joining best-seller Snapper the Shark, is a new line of five original Midi sized characters. These launched in Q3 of 2018, featuring designs inspired by popular trends. Featured in the range is Chloe the Unicorn, which is proving to be the most popular of the new additions. Flyte’s award-winning, innovative suitcase-scooter is cabin sized and splash proof, ready to turn every journey in an exciting adventure. Fun and functional, the easy-to-fold footplate is neatly integrated into the case, meaning that kids can convert their Flyte from a compact case to a pull along, to a fully functioning scooter with rock ‘n’ roll steering, in just seconds. Currently available in two sizes, customers can choose from the Mini, which is suitable for children aged 2 – 4 and the best-selling Midi, which is perfect for children aged 4 – 8. Flyte’s success continues to evolve the brand, with a new range of travel accessories due to launch for the summer. The category expansion will include backpacks, water bottles, lunch boxes and pencil cases, to support the unique scooter suitcases. Children will be able to enjoy Flyte outside the realm of travel, bringing the adventure to school, sleepovers and outings. With a large community of followers on social media, marketing plans for 2019 include a strong online presence to maximise brand awareness, and aiming to tap into the influencer market. A new website will also be launching in Q2, coinciding with the brand’s planned expansion.

Brainstorm 01200 445 113 | www.brainstormltd.co.uk The Outdoor Adventure range from Brainstorm Toys has several new products added for 2019 including the Outdoor Adventure Camping Projector. The 3 in 1 light can be used when camping or in the bedroom and allows children to project images inspired by nature, whilst the base of the Camping Light also projects a star light show. The projector features a nightlight mode with campfire effect – the perfect accompaniment to family camping trip The new T-Rex Head Torch has an adjustable strap and features a T-Rex shaped light which has two angles, which children can use outdoors as a torch beam or tilted for bedtime reading in their tent. The T-Rex also has a mighty roar Parents can teach children how to navigate and explore the outdoors with the brand-new Outdoor Adventure Compass. Children can learn all about navigation and grid references with a simple fun guide, then set off on expeditions. Including a magnifier and travel direction arrow with measurements in mm and inches, the compass is also waterproof and comes with its own protective lanyard. There’s also a brand-new Outdoor Adventure Bug Viewer – children can gently scoop bugs into the viewer and look through the five magnifiers from all angles. The viewer includes breathing holes and is even water-tight for creatures like tadpoles. The range includes everything an intrepid explorer will need for their adventures outdoors including Binoculars, a Magnifier with 2x magnification and a Microscope. A Night Vision Torch helps children discover nature at night while preserving their natural night vision with a bright red LED light. Brainstorm’s Inflatable Globes are also a popular outdoor line, making the perfect summer toy on the go. The 50cm Inflatable Globe is both politically and geographically correct and features fun and educational game ideas.

Toy World 50

SUMMER ADVENTURES START AT MOOKIE!

THE GREAT OUTDOORS

the ultimate generation game

Outdoor Toys

HTI 01253 778 888 | www.htigroup.co.uk Following one of the most successful summers to date for its outdoor category in 2018, HTI kicks off 2019 with new products for families to enjoy all year round, thanks to further development and investment into its battery powered ride-on range. The electronic Teamsterz Car takes outdoor adventures up a gear. With speeds of up to 3mph, a working steering wheel, seat belt and windshield, young drivers can cruise in style. Working headlights and engine sounds add to the realism of this battery-operated vehicle, while a remote control is also available for additional safety, offering extra reasurrance for parents. The Evo Electronic Quad Bike comes in black or pink, and gives kids a thrilling outdoor play experience. The chunky wheels and easy grip handlebars make it easy to ride, ensuring it provides hours of fun. The Evo Cruiser Scooter is ideal for first time riders; with TPR handle grip and adjustable heights setting, this lightweight scooter is easy to use. Whatâ&#x20AC;&#x2122;s more, the folding mechanism means that the Cruiser is convenient to store and transport, making it ideal for days out and playdates.

Chicco 020 8953 6627 | www.chicco.co.uk

Swag Distribution 01213 891 092 | www.swagdistribution.co.uk

Developed with new design features, the Dribbling Goal League moving electronic net can move from side to side for full speed matches and sports a new look. Three modes of play, including Penalty Shots, Golden Goal and Challenge mode, are enhanced with interactive sounds, flashing lights and 25 different melodies. The new Scuderia Ferrari Balance Bike is ideal for children aged two years and over. Measuring 57cm x 85cm, its ultra-lightweight metal frame makes it easy for children to manoeuvre, while the soft handlebars and seat can be adjusted to grow with the child.

New to the UK market this year is Pindaloo. Launched at Toy Fair, this innovative skill toy combines basic components with simple active movement, and is addictive and challenging. Kids can begin by mastering the basic movement before progressing to harder tricks, or work on developing their own. Pindaloo can improve concentration and hand-eye coordination, and strengthen focus. A library of tricks can be found on YouTube, while the Pindaloo website (www.mypindaloo.co.uk) provides inspiration and challenges. Fun for all of the family, Pindaloo can be taken to the park, to school and on holiday. Pindaloo is available to buy from Swagâ&#x20AC;&#x2122;s retailerfriendly B2B website, with next day delivery and top class aftersales service.

H. Grossman 01416 132 525 | www.ozbozz.com

Casdon

The trusted Ozbozz brand from H.Grossman is renowned for great outdoor products. Unicorns are the magical creature of the moment and the sell-out Ozbozz Unicorn scooter looks set to continue as a best-selling line for 2019. HGL has a whole range of outdoor products with a Unicorn theme, from skateboards to pogo sticks. The revamped Light Burst scooter has a light up deck in flashing multi colours, to make sure children are seen. Both sides of the age spectrum are catered for with My First Scooter, the Ozbozz classic for pre-schoolers. My First Scooter is three scooters in one, with a unique design which sees the scooter evolve from being a sturdy four-wheeler, to a trike, and then to a two wheeler.

Toy World 52

01253 608 428 | www.casdon.com

Casdon combines pretend play with renowned household names to offer a wide range of replica appliances and role-play accessories. For springtime outdoor play, kids can help mum and dad have the garden looking shipshape with the Flymo Turbo Lite Lawnmower; an exciting replica with the attention to detail for which Casdon Toys has become renowned. The Flymo Turbo Lite features a foldable handle for easy storage and a mechanical click when the mower is on the move. It also features the iconic orange base.

Outdoor Toys

Funrise 01908 555 640 | www.funrise.com Funrise’s Gazillion Bubbles brand has created premium bubble products for over a decade. Joining an already extensive array of premium bubble solution, bubble toys and machines, the Gazillion range is welcoming new products for 2019. With its revolutionary design, Gazillion Bubble Rush is a high-powered bubble machine capable of blowing the most bubbles ever. The machine has a three-section no-spill modular design, including a removable washable top and a solution recycling tray; the batteries and motor are sealed inside the base. Users simply pour solution into the reservoir and push the button for a bubble explosion in seconds. Gazillion Bubble Rush has been designed to offer hours of fun for kids, but be easy to clean for parents. Also new for this summer are the Turbo Bubbles, Mini Hurricane and Battle Buster Gazillion handheld bubble gadgets, all of which join classic favourites such as the Gazillion Monsoon and Whirlwind. Gazillion Bubbles is supported by a full marketing schedule, including enhanced digital presence and TV activity.

John Adams 01480 414 361 | www.johnadams.co.uk John Adams Leisure continues to expand its successful Intex outdoor toys range, adding a selection of exciting new products to its portfolio. The new play centres and inflatables will sit alongside Intex’s existing range of market leading above ground pools, ride-on toys and games. Brand new for 2019, the Cupcake Mat ride-on with realistic cupcake design is the perfect accessory for the beach and pool. The Candy Zone Play Centre continues the sweet theme, with a candy inspired land that includes a mini waterslide, two inflatable lollipops, six balls and rails to roll the balls down. A water sprayer can be attached to a garden hose to keep children cool and refreshed when playing in the sun. The brightly coloured Whale Spray Pool features a friendly whale design with a tail that sprays water, making outdoor play even more fun. The Duckling Snapset Pool features duckling graphics on the outside, while the Just So Fruity Pool features favourite summer fruits. The play centre and pools are complemented by an extensive range of Intex inflatables, outdoor games and ride-on toys for summer.

Hasbro 0208 569 1234 | www.hasbro.co.uk New from Hasbro is the Nerf Rukkus ICS-8 Nerf N-Strike Elite. This blaster features an 8-dart clip that automatically indexes to the next dart. The clip stays attached to the blaster, making it fast and easy to reload, so that children can insert more darts without removing the clip. Children can load eight darts into the front of the indexing clip, pump to prime and pull the trigger to fire. With less time needed to reload, there’s more continuous play. This blue and orange blaster includes 8 Elite darts designed for distance. Also new from Hasbro is the Nerf Fortnite AR-L Blaster. Inspired by the iconic weapon used in the popular Fortnite video game, the blaster boasts rapid-fire motorized blasting and flip-up sights that allow players to focus their aim as they eliminate opponents and attempt to survive the “Storm.” Featuring a 10-dart clip and including 20 elite darts, so Fortnite fans can play with power and precision, the Nerf Fortnite AR-L blaster is available from 1st June 2019.

TKC Sales 01380 872 950 | www.tkcsales.co.uk An ideal family game, TKC’s Mini Frisbee Disc Golf is safe, easy to assemble and ideally suited to active indoor and outdoor fun. Mini Frisbee Disc Golf improves hand eye co-ordination and team participation whilst providing a great opportunity to learn the fundamentals of golf. Once assembled, the net can be moved around the house, garden or local park, allowing players to mimic the holes on a golf course. The aim of the game is for players to come in under par, with the set of six mini-discs allowing up to a ‘6-Ball’ round. Handicaps for little ones are discretionary, but penalties are encouraged. The Mini Frisbee Disc Golf set, comprising a net and six discs, comes in a case size of four and has an SRP of under £20, making it affordable fun for all the family this spring/summer.

Toy World 54

Outdoor Toys

Hauck 07770 608 858 | www.hauck-toys.com For 2019, Hauck has introduced twelve exciting new additions to its ever-popular line-up of ride-on toys. All products are designed and engineered in Germany and produced to exacting standards of quality and safety, to provide years of outdoor fun. Hauck’s ride-ons appeal to all ages from two to twelve years and to all pockets too. The extensive range includes foot to floor trikes, balance bikes, pedal go-karts, electric cars and more. On offer are both non-licensed ride-on toys and those featuring some of the hottest properties around, including Paw Patrol, Toy Story, Nerf, Batman, Spiderman, Avengers, Disney classics and more. For the very young, 1st Ride is a sturdy and stable foot to floor four-wheel ride-on, which is joined by a range of gokarts featuring popular pre-school characters. All have EVA tyres and robust steel frames, and are ideal for both indoor and outdoor use. For children aged four to twelve there is a huge choice of go-karts and a sporty trike. New non-licensed go-karts include the Speedster; featuring cool design and tremendous value, the ride-on is suitable for kids aged four to eight. The Typhoon big wheel trike is also aimed at this age group, while the styling of the new Cyclone go-kart will appeal to older kids. Go-carts for fans of the Avengers, Nerf, Batman, Spiderman and Star Wars are on offer for ages four to twelve. Two new 6-volt electric cars are launched this year – Paw Patrol and Batman. Both have opening doors, exciting light displays and sounds.

Character Options 0161 6339 800 | www.character-online.com From high-flying exploits to adrenaline fuelled Laser X battles, Character Options is all action in the outdoor arena for 2019. The award-winning Laser X has everything children need for the ultimate game of high-tech tag. Exciting range development in store for Q3 2019 starts with the re-launch of the classic Two Player Pack. The new Laser X Morph Fusion Blaster set contains two ultimate blasters which double up as gaming pods, so children can play one on one in a Laser X battle, or fold down one blaster into a gaming pod and try one of the three built-in games to practise their speed and accuracy. The blast range increases to 90 metres and all Laser X gear works together to maximize game play. Also new to the Laser X range is the Laser X Fusion Blasters. The high-spec bumper pack includes two blasters with accessories including spotting scope, long-range adapter and wide-range adapter, so players can customize their blasters and enjoy even more ways to play. The blast blocker function adds even more protection when under pressure; blocking out enemy fire for a full three seconds. Kitedrone is the ultimate range of performance kites set to transform the skies into a colourful spectacle this spring. Available in both Aircraft and Twinstar styles, the impressive range offers kites that are super-easy to assemble and launch over 90 metres in the air. Each Kitedrone high performance kite is supplied in its own transport tube, which can be displayed in-store in a striking 25-piece floor-standing pod. The range will be supported by a huge marketing focus, to ensure kite flying becomes a popular outdoor pursuit that can be enjoyed by anyone.

Zuru 01604 401 719 | sales@geemac.biz Available in the UK from March 2019, the X-Shot Fast-Fill is set to revolutionise the water blaster category. Due to its speed and ease of use, consumers are offered maximum performance. With a fill-time of just one second, children can refill their blasters quickly, thereby increasing valuable play time by getting back to the action before their opponents. The blaster has been designed to be filled anywhere and is equipped with a superior Rapid-Seal Technology that closes the blaster tank instantly. The tank holds up to 700ml of water and the blasting power reaches distances of up to 10 metres. The launch is supported by a robust PR and marketing campaign, including a global television commercial and engaging social media content across all channels. Bunch O Balloons is a highly successful global brand that has seen over 5b water balloons popped worldwide since launching in 2016. In 2019, Zuru is taking the brand to the next level with a special global Splash to Win on-pack promotion. Launching in the UK in March 2019, the Splash to Win promotion will give consumers the chance to win thousands of summer prizes such as scooters, drones and games consoles, plus the Grand Prize of a brand new car, and the runner up prize of a family holiday for four. Specially marked Bunch O Balloons packs will contain game tokens which can then be soaked in water to reveal a special code. Consumers enter the code at the designated promotional website to check if they are an instant winner or eligible for the grand prize draw to win the car or family holiday.

Toy World 56

Feature

Toy Fair 2019

Trade brigade With an overriding atmosphere of optimism and excitement, the 66th annual London Toy Fair was a celebration of everything that makes the toy industry great. With the challenges of 2018 put to bed, attention was turned to what the upcoming 12 months have to offer; and, as usual, the toys and games on display didn’t disappoint. Rachael Simpson-Jones takes a look at how the 2019 show went down with visitors and exhibitors alike.

oy Fair opened its doors on Tuesday 22nd January, with more than 250 exhibiting companies on the show floor including Lego, which returned to the event after sitting out the 2018 event. The construction specialist was among those companies awarded a Toy Fair Hero Toy award on the opening day of the show; representing some of the most innovative products launched at this year’s event, the 25 toys chosen are considered to be potential best-sellers. Rebecca Deeming, public relations & events manager for the BTHA, commented: “Toy Fair’s Hero Toys celebrates the most exciting and innovative products launched at Toy Fair. All entries are judged for their innovative qualities and are fantastic examples of the benefits children get from play. To place as a finalist in the top 25 is a fantastic achievement and highlights the wealth of talent we have within the industry.”

Toy World 58

TOY FAIR HEROES COMPANY

PRODUCT

Alpha Group Bandai UK Casdon Character Options Clementoni Flair Leisure Products Golden Bear H Grossman Hasbro UK Interplay UK K’nex Kids@Play LeapFrog Toys Learning Resources Lego Mookie Toys Orchard Toys Paul Lamond Games Playmobil UK Re:creation Schleich Spin Master Tactic Games Tomy Vivid Toy Group

Massive Monster Mayhem Inflatable Bash Armour Bananas Bunches 3 Pack Series 3 Tetley Tea Set Peppa Pig Stage Playset Pet_Bits Interactive Collectible Robot The Rise of the Teenage Mutant Ninja Turtles – Deluxe Ninja Attack Action Figures Everybody’s Best Friend Waffle the Wonder Dog My First Light Up Trike NERF Rukkus ICS-8 Nerf N-Strike Elite Face Paintoos Wild Pack K’Nex Dragon Revenge Coaster Join the Force: Police Bike Butterfly Counting Friend Artie 3000 The Lego Movie 2 70820 Lego Movie Maker Chimpy Magic Spelling The World of David Walliams’ Gangsta Granny Board Game Tiny Paws Pet Hotel Engino STEM Heroes Greenhouse The Schleich Horse Club Rider Café Paw Patrol Ultimate Rescue Construction Truck Don’t Upset the Llama Ritzy Rollerz Dance & Dazzle Spa Ryan’s World Mystery Egg

The opening day of Toy Fair also saw a slight increase in visitor numbers, with crowds drawn to Olympia to view new toy ranges, network with colleagues and make decisions on 2019 lines. “Visitor numbers were on a par with 2018, with figures very slightly up on day one,” explains Majen Immink, director of fairs & special events at the BTHA. “Our focus is very much on attracting the right people to the show, so as to produce as many fruitful meetings as possible. We also work hard each year to try and attract buyers from other areas of retail that may not have attended previously.” As is traditional, the first night of Toy Fair saw the 2018 Toy Industry Awards take place. MGA Entertainment was the evening’s big winner, taking home Collectible Range of the Year and Toy of the Year for its L.O.L. Surprise! brand, while Poopsie Slime Surprise won Doll of the Year. Overall Toy Retailer of the Year went to The Entertainer, and Shop Direct picked up Online Toy Retailer of the Year. Foye Pascoe, chair of the BTHA, commented: “In what was a challenging year, judges were impressed with the high standard of entries received; the achievements made in 2018 by all of the shortlisted retailers should be highly commended. Deliberations to finalise the retailer shortlists were long and hard because of the very high standard of entries received. Congratulations must also go to our worthy runners-up who, it should still be remembered, were the best in their categories, and our sincere thanks go to everyone for their participation.” Alan Simpson, chairman of the TRA, added: “It was a difficult process to choose the few that could be shortlisted for a coveted Toy of the Year award, and more difficult still to pick the winners from a competitive field of great products. On behalf of the Toy Retailers Association, I congratulate all those that were shortlisted and won awards for great products and licences, and for building strong relationships with retail partners to the benefit of our whole industry.” In addition to the retailer and toy awards, BTHA Golden Teddy Awards were presented to Simon Kohler of Hornby Hobbies and Stuart Crawford of MV Sports, in recognition of the 40+ years each has dedicated to the toy industry. The annual Toy Trust Media Auction also kicked off at the awards, with the bidding boards paraded around the lower floor of Pizza Express while attendees enjoyed pre-ceremony pizza and drinks. The boards then remained on display in the BTHA Member's Lounge on the Upper Gallery of Olympia. The auction, which sees airtime and printed media slots donated by leading online, print and trade journals - including Toy World - alongside valuable promotional slots in catalogues from major retailers - raised over £92,000 for the toy industry’s charity. The second day of Toy Fair opened with the customary joint press briefing held by the BTHA and NPD Group, where it was announced that UK toy sales declined by 7% in 2018 to £3.3b, with the decrease attributed to three major factors: the closure of Toys R Us, a poor year for licensed products, and a generally difficult year on the high street - all surrounded by the uncertainty surrounding Brexit. It was also revealed that Christmas had come particularly late for toy retailers, with weeks 51 and 52 representing over 8% of the year’s total toy sales. The £10-£20 price bracket grew heavily, helped by the success of L.O.L. Surprise!, which accrued sales of over £100m. “2018 was difficult for the toy industries across the world, with several countries seeing a decline,” stated Frederique Tutt, global toy analyst at the NPD Group. “Despite the tough conditions, toy specialist retailers performed well in the UK, which was a positive boost to a struggling high street. This perhaps reflects a return to the theatre created by toy shops that bring the wonder of toys alive. Looking forward, 2019 has the potential to produce significant growth for the UK market thanks to a stellar line up of movie releases and the comeback of old favourite brands. We would expect this to drive incremental spend in the category.” The Editors Choice Awards were announced later in the day, as voted for by attending journalists. Hornby Hobbies’ Hogwarts Express Train Set took home first place, while second place was awarded to the Peppa Pig Deluxe Wooden Playhouse by Character Options. Third place went to Artie 3000 from Learning Resources. Simon Kohler, marketing and product development director at Hornby Hobbies, commented: "The Hogwarts Express is an iconic part of the Harry Potter stories, so we were delighted to win the Editor’s Choice Award. We’re extremely pleased to be working with our partners at Warner Bros Consumer Products on this wonderful addition to the Hornby range.” Toy Fair always ends on a high, with the closing moments of the show dedicated to the annual Trolley Dash, in support of official show charity KidsOut. More than 60 KidsOut staff and volunteers passed through the aisles to gather as many toys as they could from exhibitors. This year’s

TOY RETAILER OF THE YEAR WINNERS Independent Toy Retailer of the Year - Banba Toymaster Specialist Multiple Toy Retailer of the Year (2-29 stores) - East Midland Toy Company Specialist Multiple Toy Retailer of the Year (30 stores or more) - The Entertainer General Multiple Toy Retailer of the Year - Sainsburys Argos Department Store Toy Retailer of the Year - W J Daniel & Co, Windsor Online Toy Retailer of the Year - Shop Direct Overall Toy Retailer of the Year - The Entertainer

TOY AND SUPPLIER OF THE YEAR AWARDS Plush Toy of the Year - Scruff-a-Luvs, Worlds Apart Outdoor Toy of the Year - Super Wubble Bubble Ball, Vivid Imaginations Craze of the Year - Soft'n Slo Squishies, Character Options Game of the Year - Jumanji, Spin Master Collectible Range of the Year - L.O.L. Surprise! Under Wraps, MGA Entertainment Fashion Doll of the Year - Barbie Care Clinic, Mattel Doll of the Year - Poopsie Surprise Unicorn, MGA Entertainment Licensed Product Range of the Year - Harry Potter, Lego Action Figure of the Year - Roblox, Jazwares Pre-School Range of the Year - Paw Patrol, Spin Master Supplier of The Year - Character Options Toy of the Year - L.O.L. Surprise!, MGA Entertainment

Toy World 59

Feature

Toy Fair 2019

Dash was as successful as ever, accumulating more than 4,000 toys for the charity. 2019 was the fourth time KidsOut has been the exhibition’s charity partner, and will once again send the collected toys to disadvantaged children via the KidsOut Toy Box service. Toy Box ensures that those children who are rehomed after spending time in a Women’s Aid refuge receive a brand-new box of toys to call their own. “We are so grateful for the ongoing support from the toy industry and the many exhibitors that donated product to the trolley dash this year,” enthuses Julian Margolin, chief ambassador of KidsOut. “Many of the children we support have no toys to call their own, but, thanks to Toy Fair, KidsOut will be able to inject some fun and happiness into the lives of hundreds of extra children that would normally go without.” Post-show, feedback from visitors and exhibitors was very positive, with many noting the prevalent atmosphere of hopefulness for the months ahead. “I certainly felt the sense of positivity around the halls

throughout the three days,” says Majen. “Despite the current political climate, Toy Fair always feels like a bubble of optimism, which was represented well in the press coverage and illustrated by the vast array of innovative new products hitting the market. To receive positive feedback both on-site and post-event is ultimately our goal, as we know we’ve then done our job in creating a platform to bring the industry together to do successful business. The show felt busy up until the last hours, which was also a positive note.” Since Toy Fair 2019 closed its doors, it has emerged that the venue has had a £1b investment plan approved by Hammersmith & Fulham Council. The vision, as laid out by the venue managers, is for Olympia London to become a world-leading cultural hub. The designs include an extended high-end events space, communal areas and co-working spaces, as well as new leisure facilities, on-site accommodation and food offerings. A new logistics centre will enable more efficient traffic marshalling, with each

enhancement helping to "elevate the site to a truly world class venue". The BTHA has been quick to reassure those with a vested interest in the show that, as it stands, Toy Fair 2020 will be uninterrupted by the development works. “Olympia is committed to mitigating any disruption over the course of the next few years as plans are executed,” comments Majen. “It may affect other shows, but we’ve not been informed of any impact to the operations for Toy Fair. The 2020 show which will take place 21st-23rd January, in the Grand/West Halls as usual, and will continue to do so going forward. If there are operational tweaks going forward as the plans from Olympia evolve, we will of course let our visitors and exhibitors know.” Majen adds: “A huge thank you to all exhibitors and visitors to the show this year. Any feedback – good, bad or ugly - is very much appreciated to ensure we keep improving year on year.”

GOLDEN TEDDY RECIPIENTS

HIGHLIGHTS FROM NPD’S TOY FAIR PRESENTATION ON THE 2018 UK TOY MARKET - 2018 described as “one of the most challenging and disruptive years the UK toy market has ever seen” - UK toy sales declined by 7% to £3.3bn - T hree factors cited for the decrease - the closure of Toys R Us; a poor year for licensed products and a generally difficult year for the high street, compounded by the uncertainty surrounding Brexit. -C ollectibles category bucked the general trend – the sector saw a 32% increase in sales and was responsible for one in every four toys sold. - Online sales increased year on year by 8%, with online said to account for 34% of all toy sales. - The UK remains the largest market in Europe and the fourth largest globally. - T he grocery channel declined significantly, while specialists increased sales by 6% and the discount channel increased by 10%, with over 50% of discount shoppers having bought a toy. - Christmas still a pivotal period, representing 47% of toys sold. -W eeks 51 and 52 represented 8.46% of the annual total, while sales in week 52 grew by 38% year on year – customers left it late. - L icensed toys declined for the fourth year in a row, representing 23.3% of the total market, compared to 29% in 2015.

Toy World 60

Speedster

Typhoon

Batmobile

Alu Rider 12

Avengers Cyclone

Paw Patrol E-Cruiser

Contact: Malcolm Cook malcolm@mc-international.co.uk Mobile: +44 (0)7770 68 88 58 Nerf Battle Racer

Lightning McQueen

Toy Story Go Kart

www.hauck-toys.com

Company Profile

Vivid

Going global Toy World publisher John Baulch, and editor Rachael Simpson-Jones, visited Nick Thomas, Vivid’s general manager, and Emma Weber, marketing and licensing director, to find out how things have been progressing following the company’s acquisition by Goliath Games in November last year. We announced the news of the takeover back in November – how have things been progressing since then? NT: Things are progressing really well. Goliath is a global top 10 toy company - No. 3 in games in the USA and No. 2 in France – but despite operating in 13 different countries, it didn’t have a strong presence in the UK. Vivid has worked with Goliath for a long time now: we carried half a dozen of its games in our distribution portfolio pre-takeover. Because we already knew the Goliath team really well, and they knew our business in return, the transition period has been remarkably smooth. Under Goliath, Vivid can become a global player which is able to secure licences and distribution rights across the world. We now have enhanced development facilities on toys and games too, with a number of different global R&D hubs to tap into. Moving forward, we’ll think globally while maintaining our local contact with the trade. Ryan’s World is a classic example of why this strategy works well; while it’s gone off like crazy, it only works in English speaking markets. It’s important to be able to react to local opportunities, while also taking advantage of the worldwide opportunities that a truly global business can capitalise on.

Toy World 62

EW: The key thing is that we are now working with toy people. We were previously owned by a private equity company who we had a great relationship with, but Goliath, like Vivid, is very entrepreneurial. Working with Goliath is hugely exciting as not only does it understand the market, it’s a games specialist that now owns a toy specialist and the people there seem to be really enjoying learning our side of the business. In addition, from the get-go Goliath has wanted to retain the function of our Guildford office, so there have been no redundancies. It’s been a great start to the relationship.

What changes can we expect to see as a result of the takeover? NT: We will still trade as Vivid in the UK, as the name stands for a lot; over 25 years in the toy market, we have built a strong reputation for innovation and strong customer relationships. Before the takeover, I’d go to showrooms looking for product to sell in the UK, whereas now I’m going with a few of the Goliath team to look at what we can sell across Europe, or even the world. Our existing R&D, design and graphics departments will remain here in the UK but will report into a European function, as will all the other R&D hubs within the Goliath organisation. All of a sudden,

more doors are opening, and we’re benefitting far more from the collective expertise. I think it’s fair to say that the whole toy industry is consolidating, leaving a really exciting group of players with a strong platform in most markets. As well as Vivid, Goliath bought the American outdoor toy specialist Tucker last year. We were distributing Tucker’s Phlat Ball brand, then Tucker was bought by Goliath, and then Goliath bought us. It’s strange but fortuitous how it’s all worked out, and it shows that Vivid was already pursuing avenues that Goliath deems valuable. The takeover has meshed well due to this level of like-mindedness between the two companies. Also, what were eight hour pitch meetings have become a much faster and smoother process - that’s a very positive change as far I’m as I’m concerned!

What core lines are you particularly excited about this year? NT: We’ve had a fantastic start to the year, thanks to strong performances from Ryan’s World and Crayola. Ryan’s World is flying, and just goes to show that there are different sources for products than we’ve traditionally looked at. It’s not a TV line, it’s not a movie – Ryan is a seven year old YouTuber, and kids are watching his content in the same way we watched TV shows when we were young. The UK, USA and Australia are the markets where Ryan is particularly popular; the toy line has already achieved $35m at retail in the US, and it’s translating strongly into the UK market too. Crayola goes from strength to strength, and we have some true highlights within the brand that are working really well for us. Crayola covers a wide age range, from ‘My First’ up to tweens. The big thing with Crayola is that it’s mess-free, which parents love, it’s easy to use and it’s safe. Washimals, flocked pets that can be drawn on and ed to decorate all over again, offers safe, creative, traditional play which is popular with kids and parents alike, and for 2019 we’re bringing in scented pen technology. We have a number of major licences on Crayola including Frozen II and Ryan’s World, as well as Paw Patrol, Peppa Pig, PJ Masks and other big-name pre-school properties. EW: Another popular line at Toy Fair was Nestlings. These

What percentage of your portfolio will now be own-IP as opposed to distribution lines? NT: When we were just Vivid, it was probably 80% distribution, 20% own-IP. Now it’s 80/20 the other way – that’s how beneficial this takeover has been. We no longer have to chase things we don’t necessarily need, as we have enough strong product in our portfolio to allow us to be choosier. The change in ownership will make it much easier to secure distribution deals too. are plush creatures that sit on a nest and give birth, (after a certain amount of interaction with the child), to two little babies contained within eggs. The babies have magnetic sensors which trigger reactions, sounds and light features in the mummy Nestling for plenty of additional play value. Unlike other interactive reveal toys, kids can replace the eggs back inside the mummy Nestling to start the process all over again. With products like this one and others we’ve developed, we’re aiming to introduce cutting edge innovation to deliver great play value for kids.

EW: The takeover has also provided us with more time to look at ideas. We don’t have to rush things through because we need new product; we can now put ranges on the back burner because the portfolio is much broader. This has happened with Universus, an own-IP we have in development. As soon as Goliath saw it, and saw how exciting it was, it suggested holding it back for 2020 to allow more time to develop the concept further. This was something we wouldn’t have done before the takeover.

NT: We’re also particularly excited about Boomtrix. A Goliath-generated product, it’s a little like the Mousetrap play pattern, but with ball bearings and trampolines. A number of set sizes are available, containing differing numbers of trampolines and structures. The aim is to get the ball bearing from one end of the course to the other, by strategically positioning the trampolines so the ball bounces in the right direction and at the right height. When they reach the end they trigger a little “explosion” of parts. We see it situated within the games/construction section of toy shops, and we’ve got high hopes for it at retail. The games area is a hugely important part of the business. Before the takeover we ran a number of Goliath games including Shark Bite, which is always in the top 50 list, Foxy Pants, which was new last year, and Wordsearch and Wordsearch Junior, all of which consistently perform well. In 2019, we have over 20 new games coming through, most of which are TV advertised, including Lucky Ducks, Gator Golf, Early Bird, and the perennial game Sequence, which has sold over 10 million units in the US.

You’ve outlined Vivid’s key areas of focus for 2019, but what are your long-term aspirations over the next five or ten years? NT: To keep growing and acquiring. Part of Goliath’s strategy is to acquire companies in areas that will complement what we are doing at Vivid. We’re a top 10 global company right now, and over the next five to ten years I can see us climbing those rankings further. The toy business rewards scale, with better factory costs, better economies, better buying power for ranges. We’ll continue to focus on areas of our business the same way as we did before, just with the support of Goliath.

Toy World 63

You’ve both been at Vivid a long time, and have seen the ups as well as the downs. How do you assess where the company stands now? We’ve had a tough three or four years, but we’re definitely in an upswing now. When you’re a distribution-focused company, and you do a good job on a product, there’s always the danger that the people you’ve been working for will set up their own company. It hasn’t only happened to Vivid, other companies have faced it too; it’s just one of those things. You’ll have some good times on the back of some great relationships, and then those relationships go their own separate way and you have to start over again. We know how difficult it is to maintain position within the marketplace as a distribution-based business. The Goliath acquisition takes us into a different area – we are the company that can buy companies now, and we’ve got a lot of extra skill and expertise at our fingertips. As well and Emma and I, there are a lot of people that have been here a long time. We’re a loyal bunch, and we’re all feeling really positive about the future of the company.

Feature

Action Vehicles

Driving excitement Encompassing a wide variety of products, the action vehicles category continues to offer thrills and excitement to kids who love the adrenaline-fuelled play that vehicles offer. Rachael Simpson-Jones finds out what’s in store for 2019.

he boys’ collectible market is arguably lacking its own version of L.O.L. Surprise!, but aiming to plug that gap is HTI, which recently launched its Micro Motorz collectibles range. Part of the Teamsterz brand, each blind bagged car belongs to one of four teams - Hot Rodz, Monster Treadz, Nitro Chargerz, or Speed Demonz – which promises to drive collectability among vehicle fans. The surprise-reveal experience is enhanced by packaging that allows kids to unwrap a tuning tool, a tuning accessory such as a big block engine or spoiler, the launching plate, and the Micro Motorz toy itself. The line was showcased at the Nuremberg Toy Fair, while a consumer launch event was timed to coincide with the high February half term footfall at Westfield, Stratford City. Alison Downie, global licensing and brand director at HTI, states that Micro Motorz has enjoyed a fantastic reception across the board. “We’ve been doing some great numbers and had a lot of excited customers who’ve really bought into the brand and the product,” she enthuses. “We’re excited about 2019, and we’ve already invested into Series 2 as a direct result of customer confidence.” “Micro Motorz is something fresh and new,” Alison continues. “There are a lot of brands targeting the boys’ collectible market, but we feel our product really helps to hit the big opportunity that boys' collectibles presents. We already know vehicles perform really well with boys, and this series has collectability, good play patterns and a strong brand identity to build from. Plus, it’s packaged in a modern way, building in the surprise elements children are really loving.” Mattel’s Hot Wheels celebrated its 50th anniversary last year, finishing 2018 with sales growing YoY to

make it the brand’s best year on record. A partnership with brand ambassador Nico Rosberg, the champion F1 racing driver, and continued driving of the recognisable Hot Wheels campaign ‘Challenge Accepted’, has meant that Mattel has entered this year with the momentum to further increase the visibility and popularity of its die cast lines. “Driving the excitement in 2019, Hot Wheels will be introducing a new segment with Hot Wheels Monster Trucks,” says Kelly Philip, senior marketing manager at Mattel UK. “Incorporating the iconic die cast kids love with bigger wheels, smashing action and a whole new way to play, the range comprises 1:64 scale trucks which are built for competition, crash attacks and head to head battles. This year we are also introducing exciting themed vehicles including Batman’s 80th Anniversary, Avengers, Fast & Furious, Toy Story and Forza, and we also have the Hot Wheels 1:64 Marvel Character Cars.” Mattel also aims to drive excitement among its loyal fanbase by growing its Hot Wheels portfolio year after year, with upwards of 400 new releases hitting shelves in a 12-month period. These include special vehicles which are particularly sought-after, such as one commemorating Barbie’s 60th anniversary, and a replica of the Tesla Roadster that was sent into space in 2018 with an actual Hot Wheels die cast on the dash. As a new brand, HTI will be supporting its Micro Motorz range with a heavyweight multi-channel marketing campaign which includes TV advertising, PR, a large-scale consumer sampling event, and influencer and social media campaigns. In-store, Alison advises making good use of HTI’s FSDUs in a prominent location to showcase the product at its best. “Take the time to get to know the product, unbox some

Toy World 64

yourself and play with the cars,” she advises retailers. “I’ve got around 10 on my desk now, and I’m not even a petrol head; they display nicely and look great, so let the product do the talking.” Alison also suggests sharing and interacting with HTI’s online content, influencer videos and adverts to further drive awareness. Mattel has likewise utilised online platforms to market the Hot Wheels brand, with campaigns in the pipeline that are set to engage kids through digital and real-life experiences. To retailers, Kelly says: “Newness to the die cast range is extremely important to our consumers; continually refreshing the stock will keep fans coming back and collecting more, while integrating the die cast models into our amazing selection of accessories and play sets is the best recipe for success.” Away from die cast, Scalextric continues to enhance its slot car offering with the application of technology designed to improve the race experience. Available in a choice of three systems, Scalextric App Race Control (ARC) allows users to wirelessly create and manage races with a handheld smart device, such as a smartphone or tablet. Races can be personalised by selecting features such as race type, driver names and the number of laps, while the race settings and car setup can be customised before racers head out onto the track. With Scalextric ARC, fans can enjoy all the traditional racing excitement slot cars are known for, but with 21st century improvements befitting this iconic brand. Over the next few pages, Toy World takes a look at the latest action vehicles revving up the marketplace for 2019.

Action Vehicles

Siso Toys UK 01620 674 778 | www.simba-dickie-group.de One of the biggest blockbuster top toy properties, Toy Story 4, hits cinemas this summer, and Siso Toys UK will be launching its much anticipated range of licensed RC vehicles in April. The range includes a radio controlled cable space ship, which comes complete with a Buzz Lightyear figure, as well as a cable flying Buzz equipped with propellers so kids can help Buzz go to infinity and beyond. The core of the range will be made up of impressive 1:24 scale RC toys; iconic toys Woody and Buzz will be joined by a new, secret key character. Woody and Buzz figures sit atop the RC character buggy, which boasts Turbo Speed features. The 1:18 scale Crash Buzz RC includes a Buzz Lightyear figure; when kids crash the vehicle into a wall or object as they are racing, Buzz will topple over comically for added entertainmet value. Siso Toys UK will be investing in a full 360 marketing plan, including TV investmet, to drive sellthrough at retail on its RC Toy Story range. Siso’s Majorette range offers high quality vehicles for kids and kidults alike. These 3” die-cast cars boast opening doors, suspension, transparent front lights and detailed interiors. With a strong licensing portfolio of cars including Mercedes, Lamborghini, Audi, Porsche and many more, the range comprises premium cars, vintage cars and deluxe cars with collector boxes, as well as trucks, lorries, trailers, buses and tractors. The depth and variety of the die cast available from this range makes Majorette highly collectible for adults, as well as offering multiple play patterns for young children. Fans can also choose from the Play Tape range, which includes a die cast car and a roll of road tape that can be used to create custom race tracks. The die cast range will be supported with themed multipacks such as the Airport Services set, which includes a die cast airplane, lorry and accessories. Other themed sets include Farm, Explorer and SOS. Larger play sets bring the action of Majorette to life. With the Rescue Station, kids can deploy their fire engines to put out fires, while the Airport set includes multiple vehicles, airplanes and a control tower which allows kids to manage arrivals and departures. Other large play sets include the impressive farm set and the Lamborghini race track with lights and sounds. Majorette play sets can be connected together through the Creatix System, so fans can eventually build their own inter-connected Majorrette city.

Chicco 020 8953 6627 | www.chicco.co.uk The new Rocket the Crossover RC is a mix between an SUV and a hatchback. The latest addition to Chicco’s range of remote controlled cars, Rocket comes with an ergonomic remote control which allows children to drive the toy easily for hours of racing fun both indoor and out. With full manoeuvrability in four different directions - left, right, forward and reverse - infrared technology guarantees accurate control and ensures that kids will be driving with confidence in no time at all.

Little Tikes 0845 0533 333 | www.mgae.com Celebrating its 50th year and building on a successful 2018, Little Tikes has kicked off 2019 with a strong line-up of new products. The Little Tikes YouDrive range is the company’s latest set of remote-control vehicles, offering thrill seekers a brand-new adventure that put kids in the driving seat. YouDrive takes remote control enjoyment up a gear, with real working wheel controls and motion-sensor steering. The working headlight functions add to the reality as children steer through obstacles and tracks. The Fantastic Firsts Spinning RC puts toddlers in control. The easyto-use beginner remote has two play modes - Drive and Spin – both of which encourage fun, socialising and co-ordination. What’s more, the wings swing open when the vehicle spins for extra excitement and surprise.

Toy World 66

PLAY DIFFERENT..... with Janod THE No 1 FRENCH WOODEN TOY BRAND

32 High Park Road, Kew Gardens, Richmond TW9 4BH United Kingdom Tel +44 (0)20 8878 2133

Action Vehicles

Wilton Bradley 01626 835 400 | www.wiltonbradley.com Wilton Bradley’s Monster Smash Up range has already seen success worldwide, and has rapidly become one of the company’s best-selling brands. This year welcomes the Monster Smash Up Carnage. A progression from the original ‘all-exploding’ Monster Smash Up product, the new range, which should appeal to a wider customer audience, still has the same spec as the original Monster Smash Ups but comes in a smaller size and at a better price point. The new Monster Smash Up characters Cyborg and Phoenix both feature eye-catching designs which match the previous characters within the range, but are intended to attract new fans. The rechargeable RC trucks come with an exploding shell, ejecting figure, controller, four flags and cones, stickers and a USB charger, ensuring every smash enthusiast has everything they need to cause carnage.

Alpha Animation and Toys UK 01293 804 599 | www.auldeytoys.us Alpha Animation’s best-selling Christmas toy Terrasect returns, featuring glowing eyes and a rolling attack flip. RC enthusiasts will be thrilled by its twists, turns and flips as it crawls to take down its target. The interactive and dynamic RC toy Grrrumball delivers fast spin attacks and features an impressive arm smash. This powerful Tasmanian devil-style character is a winning addition to any RC range in-store. Hit animation Super Wings takes flight with fan favourites Jett and Paul. These easy to use RC toys are ideal for little hands and designed for imaginative play. Fans can re-enact their favourite missions from the popular TV show while activating lights and sounds for the full character experience; Jett and Paul zoom forward and can spin 360 degrees.

Bruder 01491 412 415 | www.bruder.de Bruder’s Ducati Scrambler Cafe Racer embodies one of the most influential movements in motorcycling history from the 60s, while the appealing combination of Land Rover and Ducati is new to the range. The Land Rover Defender Station Wagon combines off-road qualities and timeless Land Rover design. In addition to an opening rear door and side doors, the bonnet opens to show off the detailed engine block. The rear seat and drawbar coupling can be removed, while suspension on both axles means there are no terrain boundaries. The front axle can be steered using the additional steering column to give children a realistic playing experience. Including a trailer to transport the motorcycle, the design features impressive attention to detail, such as a fold-down ramp and outriggers at the front as well as rear. The Ducati can be secured on the loading area using the enclosed transport brackets. Bruder has now added a Land Rover Defender pick up and personal water craft to the range. Featuring an unsinkable design to prevent capsizing, riders are equipped with a life vest. The water craft accommodates two bworld figures and children can use the trailer to transport the water craft. Also featuring a fold-down ramp and outriggers at the front as well as rear, the water craft is secured using transport brackets.

Toy World 68

PLAY DIFFERENT..... with Janod Spark Plug is the latest innovation from Scalextric which allows you to race your car using your Android or IOS smart device.

THE No 1 FRENCH WOODEN TOY BRAND

om hornby.c

the To view

om T: 01 .c ic t x le a .sc isit www

s@ 2 E: sale 0 5 3 3 2 3

full rang

32 High Park Road, Kew Gardens, Richmond TW9 4BH United Kingdom Tel +44 (0)20 8878 2133

/officialscalextric

/scalextric

@scalextric

/officialscalextric

‘The Gulf name and logo is a trademark/intellectual property right owned by and licensed from the Gulf Oil International Group and Gulf Oil Limited Partnership. The Gulf racing livery is a trademark/intellectual property right owned by and licensed from the Gulf Oil International Group.’

Action Vehicles

GP Flair 020 8643 0320 | www.flairplc.co.uk Flair’s Real Control Skateboarding is a collection of fast-moving skateboards and articulated figures that simulate realistic actions though an innovative and intuitive remote control. The skateboarder is not only speedy, but is able to perform stunts and tricks just like a pro. With life-like steering and body movements, each skater is controlled with a rechargeable skateboard shaped RC handset. Wheelies, doughnuts, drift stops, wheel walks and fish-tails are at kids’ fingertips, and are easy to master for boarders and non-boarders alike. The more kids play, the more tricks can be unlocked, while Real Control also has the capability to lock in stunts for free-play. Each Real Control Skateboard includes a 10.5cm skateboard, an articulated skater, a remote, a charging cable and a handy user manual to get play started. Complete with ‘try-me’ packaging for display in-store, the brand will launch this summer with planned TV and PR activity.

HTI 01253 778 888 | www.htigroup.co.uk HTI Group offers a comprehensive range of action vehicles, including different characters, collectibles and licensed brands. Part of the Teamsterz brand, the Micro Motorz range is geared up for success with motoring enthusiasts and features six surprises. Each vehicle in the collection features customised graphics and belongs to one of four teams: Hot Rodz, Monster Treadz, Nitro Chargerz, or Speed Demonz. With 21 rides to choose from, kids simply twist and snap off the first chamber to find a tuning tool, while chamber two reveals the launching plate and a tuning accessory. Kids will find their Micro Motorz vehicle inside the final chamber. Fans of PJ Masks can enjoy HTI’s range of die cast vehicles. With three hero and two villain vehicles to collect - Cat-Car, Gekko Mobile, Owl-Glider, Night Ninja Bus and Romeo’s Lab - each 3” vehicle features a high-quality die cast body shell.

Mattel 01628 500 000 | www.mattel.com This year, Mattel is launching its new Hot Wheels Monster Trucks range. Comprising 1:64 scale trucks built for dominating the competition, these monster trucks are ready for crash attacks and head-to-head battles. With 22 for kids to collect, every truck comes with a collectible crushed car, while the packaging offers fun stats for each vehicle including its name, truck type, strength and unique crash attack and ‘motor-vation’. Also within the Monster Trucks range is the Monster Trucks Mecha Shark Face-off play set, in which the monster trucks battle each other to either win the trophy, or be eaten by the shark. Featuring signature giant wheels, and a variety of characters within the range to collect, Hot Wheels Monster Trucks is launching with a robust marketing programme which includes TV, Nick Jr. sponsorship, influencer content and instore branding to drive awareness of the new range. Throughout Hot Wheels’ Track Builder and City segments, the brand combines competition, experimentation and creativity to provide thrilling vehicle challenges. Spring/summer sees the world of Hot Wheels expand with the new Hot Wheels City Smashin’ Triceratops play set and the Hot Wheels Track Builder Barrel Box, which are compatible with all Hot Wheels die cast. Hot Wheels continues to introduce exciting die cast cars to the range with themed vehicles including Avengers, Disney Pixar’s Toy Story 4, Fast & Furious and Forza, as well as some designed in celebration of Batman’s 80th Anniversary. In addition, Hot Wheels lets fans collect and create their own Marvel universe with the Hot Wheels 1:64 scale Marvel Character Cars. Spring sees the launch of the Disney Pixar Cars 3 Mini Racers Rust-Eze Spinning Raceway, which offers fun, action and spinning thrills. Kids can set their favourite mini racers at the top of the spiral course, and blast them off at high speed with a pump of the red button. The cars then race and spin down the course, hitting bumpy detours along the way. Racers must try to avoid the diverter and crash wall; hit these and the car will shoot off of the track and lose the competition.

Toy World 70

E BL A IL EY A DL AV A Y BR EL V N SI TO LU IL C W EX AT

PLAY DIFFERENT..... with Janod THE No 1 FRENCH WOODEN TOY BRAND

32 High Park Road, Kew Gardens, Richmond TW9 4BH United Kingdom Tel +44 (0)20 8878 2133

Learn More / Request a Catalogue • Tel: 01626 835400 www.wiltonbradley.co.uk • Email: sales@wiltonbradley.co.uk

Action Vehicles

Funrise 01908 555 640 | www.funrise.com Funrise’s new line Herodrive is an innovative collection that combines kids' favourite entertainment characters with fun play features to deliver cool vehicles for pre-schoolers. The range launched with character vehicles inspired by recognisable DC Super Friends characters such as Batman, Superman and The Flash. Combining superhero and real-life rescuers is the collection of Herodrive Mash Machines, a new style of vehicle that fuses together iconic vehicles such as police cars and fire trucks with DC Super Friends characters. For those seeking a fully motorised experience, the Bat Racer has lights plus Batman and Batmobile-inspired sounds. New for 2019 is the Herodrive Mod Squad. The three vehicles - Flash, Batman and the Joker - come apart and can be reconnected within the range to create Hybrid superhero wheels. Along with three character pieces that form a full vehicle, each set also comes with an additional piece; kids can collect all three packs to complete a fourth Superman vehicle to add to their Mod Squad collection. Already loved by pre-schoolers for indoor and outdoor play is the Tonka toys collection. The Power Movers range of pre-school friendly vehicles is ideal for intuitive play that brings the dump truck, front loader, excavator and cement mixer vehicles to life. When kids push the vehicle forward, the Motion Drive Technology will make the engine rev and activate the lights. Pushing the vehicle backward will trigger back-up sounds, while working the mechanical feature of each vehicle sets off hydraulic sounds and flashes the lights. These light and sound features create an engaging and realistic experience every time kids play.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Master is the new worldwide toy partner for Monster Jam, an accessible and family-friendly sport that delivers ‘edge-of-your-seat excitement’ to fans of all ages. With a commitment to detailed design and an authentic Monster Jam experience, Spin Master’s range of Monster Jam trucks incorporates realistic features and new technology, giving fans the opportunity to recreate the stadium shows in their own homes. Embodying the style and swagger of their real-life counterparts, the trucks come complete with realistic touches such as BKT tyres, stylised chrome rims, an authentic chassis with chrome detailing and a moulded driver. The range includes the all-new official 1:64 scale die cast Monster Jam monster truck. With over 100 to collect, these 1:64 scale trucks come complete with a driver moulded into the driver seat and a collectible Monster Jam driver figurine. The 1:24 die cast models feature more details and graphics plus an allnew working suspension system capable of absorbing more impact. Other products include Rev ‘N Roar Monster Trucks; 1:43 scale trucks with authentic sounds. These loud machines feature four-wheel drive and a powerful, internal driving system so they can smash and crash like never before. There’s also the Monster Jam Monster Dirt, which incorporates Spin Master’s very own Kinetic Sand to add new ways to play, through the moulding and building of dirt jumps and ramps. Completing the spring/summer line-up is RC action from Air Hogs. Available in 1:24 and 1:10 scales, both models feature the popular Grave Digger Truck.

Scalextric 01843 233 500 | www.hornby.com With Scalextric firmly into its sixth decade of manufacturing, 2019 sees innovations to the brand in both its 1:32 and 1:64 scale slot car racing systems. On top of these innovations, Scalextric is introducing over 50 new slot cars and eight new sets, including two new additions to Scalextric ARC (App Race Control) – a revolutionary slot car system that allows users to wirelessly create and manage races with a handheld smart device. Scalextric ARC adds another dimension to races, with features including tyre wear, fuel usage, pit stops, weather conditions and yellow flags. Over the last 20 years, My First Scalextric and Micro Scalextric have offered an introduction to the world of slot car racing. This year sees the 1:64 scale Scalextric undergo a tune-up, with a new track system and new cars to match. My First Scalextric offers updated, streamlined cars, while the new efficient track system ensures easy set up and clearing away after use. Micro Scalextric will be offering a range of sets and cars from Looney Tunes, Wacky Races and Justice League, with sets that feature loops and half pipes. Racers will get the chance to battle as their favourite caped crusader - Wonder Woman or Man of Steel - or recreate their own Wacky scene in the Mean Machine or Compact Pussy Cat. There will also by a new My First Looney Tunes set for the pre-school racer, with the option of racing as Bugs Bunny or Daffy Duck. Scalextric is also adding new technology to its 1:32 scale sets with Spark Plug. This latest innovation from the brand allows fans to race their car using a smart device. Racers simply plug the Spark Plug dongle into their Scalextric powerbase rather than a traditional hand controller, download the app and race with no wires. Other in-app features include single player or versus mode options, the ability for racers to boost their own speed while restricting their opponents’, and added rumble and sound effects on their personalised account.

Toy World 72

IN T R O D U C IN G O U R R C C O LL E C T IO N

Place your order today tel: 01603 397 105 email: sales@tobar.co.uk www.tobar.co.uk/zoom

A World of Fun!

Action Vehicles

Tobar 01603 397105 | www.tobar.co.uk Tobar has unveiled its new Angry Birds range, which is hitting shelves in early summer in time for the August movie release. Merchandise to suit any budget, from pocket money to special gift, will be available for fans to choose from. This year will see the Angry Birds licence extend to the Bburago and Maisto brands, with a new line of products set for release across a range of price points from pocket money and upwards. Other items include a host of radio control toys and a new range of mini-construction blind bagged collectibles. These Hatch and Race Surprise toys feature an Angry Birds character with their own car or buggy, and all of the parts are interchangeable to enhance the collectability. There will also be a Slot Car Racing Set with dual controls which comes complete with obstacles for kids to race round. A full range of action vehicles is also on offer, including Pull Back racers and Cyclone racers - radio controlled stunt vehicles with a 360 degree spin. The 8” Slingshot Racers can be raced and crashed to send the Angry Birds driver flying, while Rage Racers are motorised vehicles with sounds. Tobar’s ongoing relationship with Bburago and Maisto continues to meet a range of die cast and RC needs. Featuring prestige brands from Ferrari to Ford, and from Porsche to Lamborghini, every radio control classic is covered from VW to Harley Davidson. 4 x4s are well represented too, from a variety of tractors to the mighty Rockzilla - a huge monster truck designed to cope with all terrains.

Nikko Toys (+85) 221 119 077 | www.nikkotoys.com Nikko Toys is bringing its most innovative Nikko and Road Rippers items to the market for autumn 2019. The performance and quality of Nikko’s toy range, which features products that come to life on and off the shelf, is engaging for children across the globe. Nikko Toys wants to challenge children to actively participate in the action and adventure that its toys offer. Leading the way in the company’s action toys portfolio is the Velocitrax and the Vaporizr 3, as well as the Maximum Boost from Road Rippers. The company is preparing to double its offering for 2020, with a raft of product in the pipeline - all of it steeped in the DN of Nikko and Road Rippers.

Vivid 01483 449944 | www.vividtoysandgames.co.uk Micro Wheels is a brand new way to race from Vivid Imaginations. Featuring new Boost Up Activation, kids can control the speed and performance of their vehicle; the more they pump, the faster the cars go. There are over 30 cars to collect including common vehicles, special edition metallic vehicles, rare glow in the dark versions and translucent stunt packs. Kids can connect the garages together to race - the winning car is the first one to shut its door.

Toy World 74

PLAY DIFFERENT..... with Janod THE No 1 FRENCH WOODEN TOY BRAND

32 High Park Road, Kew Gardens, RAMP PLAYSET RichmondCHAMP TW9 4BH United Kingdom Tel +44 (0)20 8878 2133

Viewpoint Are the demands of licensing partnerships becoming too high maintenance?

John Baulch John has worked in toy trade publishing for over 35 years, and will be well known to our readers for his personal analysis of industry matters and forthright opinions. If they get past Anita.

Can we fix it?

David Ripley David is currently EMEA category director at Groupon. His long career as a toy buyer has included stints at a number of the industry’s largest retail accounts.

PD’s official 2018 sales figures confirmed what most of us had suspected: sales of licensed toys fell for the fourth year in a row. In 2015, licensed toys represented 29% of total toy sales – that figure fell to 23% last year. While a comeback year is being predicted in many quarters, with a strong film slate across the year, some residual nervousness remains amongst licensees and retailers. Anecdotally, buyers continue to be cautious about all but the hottest properties. The usual suspects such as Paw Patrol, Peppa Pig and Harry Potter, together with a sprinkling of new brands such as Fortnite, seem immune to the prevailing scepticism. For many other properties, it is getting harder to secure broad retail support, as online-driven trends and ‘generic’ fads like Unicorns, Llamas, Sloths, Mermaids and others hold everincreasing sway. It’s not rocket science to understand the logic: if you’re not paying upwards of 20% (and in some cases, north of 25% with certain big licensors) on royalties and having to fork out big minimum guarantees,

t’s already March and with the Brexit finishing line now looming large in the month of reckoning, retail headlines have yet to break stride on delivering anything other than negatives. 400 retail job losses per day was the headline grabber in February, with retail branch and job losses also coming from the banking sector and grocers. The public’s morbid fascination is now based on the scale of reduction, i.e. how many stores or how many people will be affected, with only those losses in the thousands registering any

you can use that money to improve the product and add more features; boost marketing activity; offer better margins and still end up with a keener price point. No surprise which of the two options buyers are tending to lean towards in the current trading climate. Of course, the situation is far more nuanced than that: some licensors are more flexible and adopt a ‘can do’ attitude, which works in their favour. Some appreciate that speed to market is essential, and are quicker at agreeing deals and getting paperwork and approvals sorted. Others…. perhaps not so much. Some licensors are partnershiporiented and are prepared to take the prevailing retail conditions into consideration when negotiating. Again, others…. perhaps not so much. I have even heard some licensees say that after they decided to discontinue working with a major licensing player, they feel like a massive weight has been lifted off their shoulders. It’s also been said that working with some licensors is so demanding and time-consuming that it means either having to employ more people, or some employees have to be taken from other roles just to meet the administration

requirements. This is fine if a property is a nailed-on winner, but I’m hearing that ‘middling’ brands from some big licensors are being shunned by licensees and retailers, with the aforementioned sky-high royalties and MGs, or an overabundance of ‘slicensing’, becoming increasingly difficult to swallow. At least one major toy retailer is even of the opinion that one particular licensor has significantly damaged the mainstream action figure market, as its massive royalty rates have contributed towards prices being too high to realistically drive collectability, thus impairing range sales. Indeed, the number of licensees and particularly retailers who feel that a return to 10% royalties and sensible working practices is growing daily. Who knows, maybe the current swing away from licensing may ultimately work to everyone’s advantage – even licensors – if it results in a new sense of realism being applied by more licensors. Who knows, some may even find the courage to admit that their property is not actually number one in its time slot…after all, they can’t all be number one, can they?

interest. Unless of course you are one of the affected, and then it is deeply personal.

eroded or totally washed away.

The wholesale cull of retail is being driven by a mixture of company failures and ‘right-sizing’ for companies that have found tech advantages to generate efficiency gains.

If staying in the game was not enough of a challenge for companies then spare a thought for people responsible for steering these ships large and small, all trying to pinpoint how and where to invest any profits generated for the long-term prosperity of their businesses.

To echo a point made last month in this column, if your retail model does not fit the convenience, luxury or value models, you are likely to be somewhere in the middle and therefore firmly in the retail segments that are being mercilessly

The high level of disruption in the current global retail landscape is making things almost fluid and with tech being a necessary but costly capital investment any wrong move could lead to failure. Can we fix it? Not just yet...

Toy World 76

Viewpoint How good is your team – is it nature or nurture?

Vance Withers Vance is an experienced company director, now running The 496 Partnership. He has previously worked at Worlds Apart, as a commercial consultant and in the FMCG industry.

Keep going, there’s just one more show…

Nat Southworth

MBA, ACMA Nat is managing director of Kids@Play Ltd, has bought toys for Asda, and held sales & marketing positions with Vivid, HTi, and Hornby.

his month’s feature on Science and Nature got me thinking about an age-old discussion about whether people’s ability to succeed in any given field or in any given role was a case of nature or nurture. Or to put it another way, is it necessary to be born with certain traits or qualities to succeed in certain roles, or is it true that you can learn to do almost anything given the right tools and the right circumstances?

Barra. However, we can observe how they do things, how they achieved what they did and how they approach certain situations. Through observation and imitation, we build our knowledge and can learn new skills and behaviours that will help us to cope with whatever gets thrown at us. Observing other successful people will reveal the tools that they use to be able to stay one step ahead. However, just observing and understanding is not enough – you also need to take action

Clearly, there are certain roles and professionas where you need to achieve recognised qualifications and no matter how much you want to do those roles, it’s simply not possible without those qualifications. It’s also true that having certain physical attributes will allow you to enter certain professions. However, physical attributes, qualifications, skills or knowledge don’t guarantee success on their own.

If you’ve been in a role for any length of time, you’ve certainly worked hard to maintain that position. It’s not simply good fortune that keeps you at the forefront of what you’re doing. However, if you were starting in a similar role today, the requirements would be very different from when you entered the role some time ago.

For the leaders amongst you, it's true that not everybody can be Richard Branson, Jeff Bezos or Mary

blinked at some point in 2018 and when I opened my eyes we were in February 2019. I’ve just finished my turn at the Spring Fair and, if one thing is consistent from all the conversations held over the show season, it’s the punishing schedule that we as an industry keep. In the first 36 days of this year I’ve spent only six nights at home, which is deemed normal by my family - and according to some of my international colleagues I’ve done well! The jetlag in Hong Kong seemed to hit everyone hard this year, and many cited getting only around two hours a night for the first three days, before collapsing on or around the 4th night. As is normally the case, the best night’s sleep was had the night before flying back home. All of this sleep deprivation and running on adrenaline takes its toll and, in an era where “mindfulness” and thinking about our health and wellbeing bombards us through all

Most industries are fast moving and dynamic, but the pace of change in the toy industry is frantic - it’s one of the things that make it such an exciting environment to work in.

media channels, I wonder if we are guilty of trying to do too much all of the time. I know I am guilty of loving my work and loving the toy industry, so despite my family’s feedback of “you are always working!!” I feel a need to check my phone for the emails that I know will be piling up, and to answer the sales team WhatsApp group at all times of the day. Despite all our hard work, as we move from one sales preview/show to the next, the measure of success is only derived from the final purchase order or selections. The lead time from meeting to selection requirements, of quotes and samples, is short. Painfully short, in fact, as evidenced by this week’s latest request. We have two major customers who have emailed on the day of Chinese New Year, to advise that we have just one week to get samples to their UK office for selection.

Toy World 78

Our customer base is very different today compared to just a few years ago. The growth of digital and the expectations of consumers will ensure that requirements will keep on changing. Our customer relationships are evolving too, with the contact profile much broader than it ever was. Our people will need to learn new things and become competent in those areas much quicker. Is it realistic to expect that everybody will have the necessary knowledge, skills and tools to be able to successfully maintain their level of proficiency and expertise? It’s definitely never too late for you or your teams to learn new ways of doing things. The key question is whether you - or they - have the will to do so? All too often, we put things off until things get quieter, or worse still don’t even try something new, because we convince ourselves that there’s no point in trying to change. It is challenging to try new things and just because it does not work first time, we should keep going and not revert back to what we’ve done before.

Clearly those suppliers who are “in” with the bigger retailers get a longer run up as they get in to see the buyers on a regular basis and probably preview Autumn Winter 2019 from September 2018. Smaller companies like ourselves are forced to play catch up, as we don’t get this head start and must use the shows to introduce our lines. This just amplifies the volume of work at this hectic time of the year. Despite the warnings of working 24hours a day in a digital age, I have found myself chanting “just one more show…” but the reality is that success at the shows is the proverbial iceberg’s visible 20%. The hard graft begins immediately after the meeting. To all those office teams supporting the sales team in delivering samples and quotes, I say: “Just one more show…and the bombardment of emails to follow up will stop for a few weeks at least!”

©Disney

Shining, Shimmering, Splendid

Talk to Pioneer Europe today about stocking the host of exciting new Disney balloons available for 2019. ®

View the official Latex and Bubble Balloon® ranges at www.qualatexeurope.com or call our friendly team on 01279 501090 to arrange a meeting.

Bubble Balloon™ available May 2019

Add Avengers Tableware for a Powerful Party offering! · More than 25 popular licensed party ranges to choose from, including the Premium Party collection · Range of party accessories · Choice of retail solutions © 2019 MARVEL ®

Feature

Science & Nature

Observation fascination

It’s a big year for science; 2019 marks the 50th anniversary of the Apollo 11 moon landing and NASA’s 60th anniversary, while it’s also the 50th anniversary - and the International Year - of the Periodic Table of Chemical Elements. A host of engaging toys and kits are making the category more accessible than ever for young scientists. Rachael Simpson-Jones finds out more.

n 24th July, it’ll be 50 years since commander Neil Armstrong and lunar module pilot Buzz Aldrin landed the Apollo Lunar Module Eagle on the moon, and Brainstorm is therefore expecting its space-themed toys to be particularly popular this year. The detailed My Very Own Moon teaches kids about the lunar phases and can double as a nightlight, while the Outer Space Rocket Projector & Nightlight will help kids recognise planets, NASA vessels and vehicles, as well as space phenomena. Away from space, Brainstorm’s new product See the World Through Others’ Eyes takes a look at how the creatures we share this planet with see our immediate surroundings. The view from these goggle-esque glasses can be altered by inserting a combination of different lenses, giving the wearer a fascinating insight into the lives of others and a deeper understanding of the similarities – and differences – between species of animal. “Lots of our product development is based on the curious minds within our team, which has a life-long love of science and nature,” explains Debra Tiffany, marketing manager at Brainstorm. “For example, See Through Others’ Eyes was developed because Lucy, our product development manager, was discussing how her husband was colour blind, and wondered what it would be like to see the world through his eyes.” Learning Resources is likewise aiming to shape the way kids view the world around them, with the introduction of its GeoSafari Jr. Kidnoculars Extreme binoculars. Featuring focus-free vision, 3x magnification and built-in audio amplification, the binoculars will encourage children to use both sight and sound to explore their world, while the breakaway strap and soft double eyecup ensure safe and comfortable scientific exploration. “Our GeoSafari Jr. Kidnoculars Extreme will encourage curious young explorers to get outside and explore the world around them,” says Simon

Tomlinson, head of marketing at Learning Resources. “We’ve also introduced GeoSafari Jr. Mighty Magnifier, wearable and easy to use magnified explorer glasses which are perfect for scientific observation - a key element of STEM based learning. Children can easily flip between 2x and 8x magnification to get a closer look at nature, while the adjustable and hinged headset makes the Mighty Magnifier hands-free, allowing explorers to take control.” Interplay’s My Fairy Garden range welcomes sets that allow kids to grow their own edible greens for 2019, while the company’s My Living World range continues to offer young naturalists a behind-thescenes look into the hidden lives of animals. Ant World continues to be a

best-seller for the company, contributing to the YOY growth Interplay enjoyed in 2018, while the My Living World Window Bird Feeder, which launched in autumn/winter 2018, has now experienced its first full winter – a key selling season for the product. “My Living World is now an established brand with long-standing credentials,” enthuses Meric Peckan-Butcher, marketing manager, Interplay. “From our years of experience, we know that kids love to study the world of bugs, insects and creatures up close, and our kits enable them to investigate their fascinating lives in a kind environment.

Toy World 80

Created with naturalist Nick Baker, they come with informative booklets too, which teach kids about the interesting behaviours they can observe.” This year sees Brainstorm increase its marketing spend yet again, as the company aims to further cement its position as one of the UK’s leading educational toy companies. Alongside TV advertising, retailers are also provided with bespoke marketing support, while far-reaching PR activity continues to underpin the company’s advertising campaigns. “We have great POS available to maximise impact in-store and are always keen to work with retailers to support any in-store or online activity they have planned,” outlines Debra. “For example, we work with a number of retailers already to run promotions via their social channels. Capitalising on key dates is also essential; the Moon Landing celebrations are an ideal time to drive sales and create theatre in store.” Learning Resources is also putting a focus on in-store, experiential and events activity, in addition to rolling out a number of FSDUs in support of key brands. The company will continue to work closely with retailers on seasonal catalogues, promotions, digital content, instore campaigns and POS too. “We want to work with retailers and believe in building relationships to drive sales for mutual benefit,” says Simon. “Science & nature products are bright, fun, interesting and appealing – we want to help bring these products to life instore and online.” At Interplay, the team has been hard at work developing a range of creatives to drive awareness and engagement of its core science & nature brands. Fresh content for My Living World, including videos, is available upon request for retailers wishing to host creatives on their online product pages, while the range will be further supported with digital marketing and Facebook campaigns. “PR campaigns targeting social media influencers, bloggers, lifestyle press and educational media will run throughout the year,” adds Meric. Over the next few pages, we take a look at the some of the new products hitting the market for science & nature fans this year.

igh l D LE

t for night

-tim ee

xp lo n tio ra

NEW! 2019 for

GeoSafari® Jr. Mighty Magnifier™

EI-5141

ag M x Up to 8

ti a c f i n

Get a closer look at nature with the new wearable Mighty Magnifier™ for little explorers Children can get up-close with the Mighty Magnifier™, the newest addition to the GeoSafari® Jr. range. These wearable and easy to use magnified explorer glasses are perfect for scientific observation; a key element of STEM based learning.

Science & Nature

John Adams 01480 414 361 | www.johnadams.co.uk As a key player within the science category, John Adams Leisure’s primary aim is to encourage kids to explore the world around them whilst making science fun and engaging. New for 2019 is Science in Wonderland. With this set, kids can explore science in a magical fairy garden that they can bring to life with exciting experiments. Science in Wonderland comes with five experiments for curious minds to discover; children can create a kaleidoscope in a tree stump, use solar energy to make a ladybird’s wings flap, make colourful butterfly wings, watch a fairy dance and make flowers bloom in seconds. The new introduction will sit alongside John Adams’ existing science sets such as Hot Wires, Gross Science, Sparkle Science, Super Slime Lab, Rainbow Science, Booms, Bangs, Fizzes and the awardwinning Power Tracks, which teaches the first steps in coding and circuit building. Power Tracks is recommended by the Good Toy Guide and last year won several other industry awards. All new key launches will benefit from TV, VOD and digital advertising as well as full PR and social media plans. more ingenious compositions.

Thames & Kosmos 01580 212 000 | www.thamesandkosmos.co.uk 2019 sees Thames & Kosmos launch of an array of new science and nature kits and toys, including the anticipated follow-up to Geckobot – Nexo. This gravity-defying robot is a four-legged bot that uses an ingenious system of suction cups and pumps to crawl along smooth vertical surfaces such as windows. Nexo is a follow-up to the award-winning Geckobot STEM experiment kit, and uses technology similar to that found in its reptilian predecessor, but with easier assembly. Nexo can crawl in a straight line, to the left or to the right, while a special mechanism makes the robot’s head move back and forth as its body moves forward. Children can also build four other models with the same components, and learn how suction and mechanical devices can be used in different realworld applications. A vacuum-suction machine sticks to and lifts flat panels, while a robot with just two suction cups rotates around a central pivot point. This hands-on construction kit brings engineering and physics to life as it demonstrates the power of air pressure at work. A 32-page, full-colour manual guides the model building and experiments with clear step-by-step illustrated instructions. Thames & Kosmos is also launching Glow in the Dark Planets, a new set which features glow in the dark detailed 3D stickers of eight different planets, ideal for embellishing a child’s bedroom walls.

Clementoni 020 3206 1397 | www.clementoni.com The science category has always been strong for Clementoni, with robotic and coding kits being best-sellers throughout 2018. Joining the range for 2019 is pet_bits, interactive new coding pets that each have their own personality and voice. The four collectible animals – bunny_bit, panda_bit, cat_bit and dog_bit – interact with each other when brought together, and they also offer solo play potential with interactive functions such as hand clap reaction, and voice recording and playback. A coding app brings the pet_bits world to life, allowing children to learn all about their pet_bit as they take care of them through three stages of development, using their voice to programme, teach and nurture. For slightly older children, Clementoni is launching Science Museum Action & Reaction. With this unique scientific kit, finding out about the wonders of physics becomes easy and fun. Featuring a variety of special pieces and accessories - scales, a hammer, pendulum, slides, towers and lots more - the kits offer a host of play options, so kids can experiment with gravity, forces and levers. As kids develop their knowledge, they can build ever more ingenious compositions.

Toy World 82

Science & Nature

Brainstorm 01200 445 113 | www.brainstormltd.co.uk This year celebrates 50 years since the first Moon Landing, and Brainstorm has lots of space-themed toys to help children discover more about the universe. The Outer Space Rocket Projector & Nightlight is a retro style red rocket that not only acts as an asteroid nightlight but as an engaging mini-projector too. It’s the perfect size for a bedside table while being capable of projecting 24 high-quality images up to one metre wide on walls and ceilings. The My Very Own Moon is a must-have for space fans; teaching children about the different phases of the moon.The realistic moon also acts as a nightlight, giving an atmospheric glow to a child’s room. Brainstorm’s new See the World Through Others’ Eyes Glasses offer a fascinating insight into how different creatures see the world. Simply inserting the 22 interchangeable lenses into the glasses allows users to see the world in 17 different ways. From a shark to a fly, a T-Rex to a mythical Unicorn, the glasses will be popular with children of all ages as they learn about the science of sight. The product also comes with a leaflet full of facts to enhance the learning experience. The Sea Creatures Projector & Nightlight takes children on a journey underwater. The miniature projector includes 24 images of sharks, whales, penguins and more. As well as doubling as a nightlight, kids can also detach the main body of the projector from its stand and use it as a torch.

Tobar 0844 573 4299 | www.tobar.co.uk Tobar’s Junior Explorer range has everything budding young scientists need to discover more about the natural world. From butterfly nets to binoculars, the comprehensive range includes bug collecting tubes, a bug catcher, magnifying glasses and a Bug Observation Dome for closer scrutiny. Green fingered children can also grow a Venus Fly Trap, while Herb Heads will allow them to grow Basil, Parsley or Chives in a character plant pot. The best-selling Mr. Grasshead and Owl Grasshead cultivate their own hair; kids can leave it to grow long or cut it short. Magic Growing Crystals allows kids to use a special liquid and watch as crystals form into magical shapes, with options including a Growing Garden, Mermaid, Penguin, Peacock or Unicorn. Special kits which let kids make their own slime are also available alongside a range of inflatable globes, while Tobar’s gyroscopes, magnets, mirascopes and kinetic wheels allow for even more scientific pursuits. A popular addition to Tobar’s range has been the Solar System Planetarium, a self-assembly planetarium with glow in the dark planets which kids can paint in their own way. This year, space-fans can also learn even more about the solar system with the brand new Putty Planets Solar System. Featuring planets which open up to reveal differently coloured putties, the range has all price points and interests covered while appealing to a wide age range.

Schleich 01279 870 000 | www.schleich-s.com/en In 2019, Schleich’s popular Farm World and Wild Life theme worlds will welcome new play sets and even more high-quality lifelike figures for young animal lovers. Four new pony play sets provide even more variety on the farm. The Pony Agility Training set includes a girl figure with movable arms and legs, a Classic Pony, a Shetland Pony, plenty of individual obstacles, plus paddocks and various other accessories. With the Pony Agility Race set, kids can practise exercises to get circusready; included is a movable boy figure, a Welsh Pony and a tyre, which can be transformed into a winners’ podium where the golden trophy can sit. Rounding out the new additions are the Pony Slalom set, which comes with a Dülmen wild horse, while the Pony Curtain set includes a Shetland Pony. The Wild Life theme brings children aged three to eight closer to the varied world of wild animals. The focus is on the forest at the start of the year, with the re-issue of three classics; the impressive White-Tailed Buck, the shy White-Striped Doe and the spotted White-Tailed Faun are all now available with a new look. In addition, a new wolf will be roaming the wilds in a newly painted design, together with a lynx and a cute raccoon. Schleich is further expanding its diverse product range by adding an educational flash card set and a play mat. This enables kids to discover the natural habitat of various wild animals in an engaging way, while enjoying realistic play experiences too.

Toy World 84

ALL KITS INCLUDE A GENUINE PIECE OF THE NATURAL WORLD!

NEW!

FULL RANGE AVAILABLE TO ORDER NOW!

• LAUNCHES AW19 • TV PROMOTED • 4 SETS AVAILABLE CHEF/CHEMISTRY/ GALAXY/SCIENCE • HANDSFREE GOGGLES • STEP BY STEP VIDEOS

LEARN THE EXPERIMENT, THEN DO IT!

CONTACT SALES@BANDAI.CO.UK FOR MORE INFORMATION

AUGMENTED & VIRTUAL REALITY SCIENCE LABS

Science & Nature

Interplay 01628 488 944 | www.interplayuk.com Created with naturalist and TV presenter Nick Baker, the award-winning My Living World range enables kids to study animals, insects and flora in close-up detail, supporting STEM learning and exploration of the natural world. Interplay UK is supporting the My Living World brand with digital marketing and Facebook campaigns featuring new video creatives. PR campaigns targeting social media influencers, bloggers, lifestyle press and educational media will run through the year. The best-selling My Living World Ant World invites kids into the fascinating world of ants, as they watch them build tunnels, establish a fully functioning colony, keep their home tidy and feed each other. Providing excellent entertainment for young naturalists, kids can attempt to decipher the ants’ fascinating chemocommunication methods and ant ‘Morse code’. With My Living World Worm World, kids can discover the secret life of worms. The worms will mix up the different coloured layers in their chamber by tunnelling through them, and will pull leaves into the ground for dinner. Worm World provides a great opportunity for children to learn more about the importance of worms in the ecosystem. To enhance learning and enjoyment, children are encouraged to collect their own worms and care for them with the aid of a 20-page activity guide, written by Nick himself. The My Living World Window Bird Feeder features a unique one-way mirror design that enables kids of all ages to study elusive and beautiful birds up close without disturbing them. Simply attach the Window Bird Feeder to any window with strong suction cups and the birds will soon come to eat, while kids can observe them having their breakfast, lunch break or evening snack.

Quercetti 07789 316 417 | www.quercettistore.com

Learning Resources 01553 819 386 | www.learningresources.co.uk

Italian toy manufacturer Quercetti prides itself on delivering the best in STEAM and educational toys. The company’s Rami brand has won several awards for best educational toy of the year in multiple international competitions, with the company stating that the brand is ‘unmatched in terms of playability and for its educational value’. Rami helps children to think creatively and to resolve problems by applying logic, one step at a time. Offering kids their first experience of coding, Rami Code is a classic toy re-invented to meet the needs of the 21st century. The skill of coding is becoming increasingly important in the educational environment because it stimulates computational thinking - the ability to break down a complex problem into single parts, thus making it easier to solve. Rami Code is just one of 19 new Quercetti introductions available now, direct from the factory in Turin, Italy. For further information, contact Wendy Wood on wwassociates1@outlook.com.

New to the best-selling GeoSafari Jr. range from Learning Resources is the GeoSafari Jr. Mighty Magnifier. These wearable and easy to use magnified explorer glasses are perfect for scientific observation, a key element of STEM based learning. The GeoSafari Jr. Mighty Magnifier is designed specifically for small hands and big imaginations, encouraging curious young explorers to get outside and explore the world around them. Children can easily flip between 2x and 8x magnification to get a closer look at nature, while the adjustable and hinged headset makes the Mighty Magnifier hands-free, allowing explorers to take control. The soft double eyecup and built in LED light ensures a clear view, and even allows for night-time exploration. The product is supplied in eye-catching packaging and will be supported by a comprehensive marketing and social media plan throughout 2019.

Toy World 86

Science & Nature

Little Tikes 0845 0533 333 | www.mgae.com To celebrate British Science Week in March, Little Tikes will be focusing on its STEM Jr. range, which allows children to explore, create, play and experiment. Igniting curiosity through hands-on play, the popular STEM Jr. Wonder Lab Centre brings the magic of science to life and creates the perfect place for future problem solvers and innovators to flourish. Pre-schoolers are invited to learn through experiments with endless hours of discovery and excitement. The Wonder Lab was also named Overall Champion in the 2018 Rainbow Awards, as well as taking first place in the Educational Toys category.

Vivid Imaginations 01483 449944 | www.vividtoysandgames.co.uk Encouraging STEM-linked learning via educational and fun science-based kits for children aged eight and above, the Science4You range helps children to discover the wonders of the world around them. From July there will be refreshed branding, packaging and a new range of price points, with pocket money mini kits and entry level medium kits hitting the shelves alongside large and XL kits. This year will see the introduction of new Yucky Science, Tattoo Factory and Manicure Factory sets, all of which are TV advertised, alongside a range of other new introductions packed with multiple experiments designed to challenge even the most enthusiastic young scientist.

Trends UK 01295 768 078 | www.trendsuk.co.uk As one of the UKâ&#x20AC;&#x2122;s leading suppliers of science toys, Trends celebrated two gold awards last year for its Science Mad Chemistry Set. New kits join the range in 2019; the 75 piece Science Mad Build Your Own Robotic Vacuum Cleaner set allows kids to build a working model, capable of sensing walls and obstacles, that includes a floating suction indicator and dust collection chamber. The Science Mad Circuit Lab has over 50 experiments that teach kids about electricity, electrical components and circuits, while the interactive Science Mad Pop Globe features AR technology and an app that scans the geo-political globe to reveal fascinating facts and pictures. Trends UK is also refreshing its popular science toy range as Discovery Adventures, with a new look and packaging designed to appeal to adventure-seeking families.

Toy World 88

DKL Marketing 01604 678 780 | www.dkl.co.uk New from DKL for 2019 is the Plus-Plus Apollo 11 space range with glow in the dark features. Included in the range is a 100-piece Astronaut tube, 100-piece Lunar Lander Tube, 240-piece Saturn V Rocket Tube and a duo pack of Space Baseplates including Plus-Plus pieces, all of which help to teach about space exploration. Plus-Plus nature-themed tubes include zoo animals, aquatic animals and farmyard animals such as Cow, Llama, Pig and more. Presented in 100-piece tubes, the sets help children recognise and learn about the animal world.

Bandai 020 8324 6160 | www.bandai.co.uk

Science & Nature

Bandai is joining forces with some of the world’s best-known partners to feature a variety of themes and play-patterns that inspire children’s learning and give them the confidence to explore the world around them. The company’s National Geographic assortment covers a variety of STEAM subjects, encouraging ‘edutainment’ play through a variety of entry and mid-price kits. One of the world’s most respected and influential brands, National Geographic is fast becoming a solid evergreen brand in Bandai’s portfolio. Dig Kits are core to the range, with sharks, dinosaurs, bugs, and gems available for 30-minute excavations that let kids discover real specimens. Mini Kit versions offer treat-sized purchases, making them ideal for first-time dig experiences or for adding to existing Dig Kit collections. New for autumn/winter are Da Vinci Inventions wooden construction sets. Featuring three of the inventor’s most famous creations – Catapult, Ballista, and Bombard – the sets allow children to recreate miniature masterpieces using laser-cut wooden pieces and rubber bands. Also new for this year is the Cubic Fun sub-range of 3D puzzles, which includes themes such as space and the natural world. The new NASA signing has seen the introduction of a collection of kits focusing on one of the world’s leading properties in space research and exploration, perfectly timed to commemorate the 50th anniversary of the first moon landing in July. Available from autumn/winter, the range includes glow-in-the-dark Earth & Stars, Moon & Stars, Moon Bank and Moon Night Light, all with learning guides and genuine meteorite specimens. A build-your-own Curiosity Rover, Stomp Rocket, Lunar Scope and Meteorite Hunter will allow kids to explore the universe through engaging experiments and equipment. Since its acquisition of the Original Sea Monkeys brand last year, Bandai has reported a strong performance from the heritage property, which has contributed to early science learning and play for decades. Encouraging engagement with nature, nurture-play, and providing an opportunity for children to own their own aquatic pets, the Original Sea Monkeys line is compact and affordable. With a reinvigorated range including an Ocean Zoo and Volcano Zoo, the autumn/winter period will bring new themed adventure tanks. Solidifying its diversification within the category, Bandai will be launching a science/AR hybrid property for the Q3 period. 4D Lab merges augmented reality with physical experiments and includes Science, Chemistry and Chef sets. Children simply download the free 4D Lab app, put on the hands-free VR goggles, open the included instruction book and watch as the animated Professor Maxwell comes to life. An interactive lesson plan teaches core subject values, while the Professor walks kids through projects with step-by-step illustrations and instructions in augmented reality.

The Frozen II trailer was released last month: I am hearing very good things from US sources about the movie. The consensus from our house on the trailer was as follows: 1) Why have they turned Elsa into Frozone from The Incredibles? 2) Indeed, why the whole ‘superhero’ vibe? 3) Why all the trousers? Dress up sales may struggle to hit the dizzy heights of the first movie if the sisters wear those throughout the movie…

Allegedly

Grant Gie has left Sambro to pursue other opportunities, telling me that he wants to “take the time to find a great company and role that matches my passion and energy for driving businesses and categories.” I am sure he’ll find something suitable soon… A wave of redundancies has been sweeping through the toy and licensing communities. Are they reactive or preemptive? Or are they simply part of the natural evolution of individual companies or the overall business? Are they driven by uncertainty, necessity or essential forward planning strategy? It is never nice to hear of large numbers of people losing their jobs (such as 30% of the Disney European operation) or individuals who I like and respect moving on (Universal’s Jonathan Baker). Change is not in itself necessarily a bad thing: perhaps the developments at certain licensing companies will result in a more efficient operation without unnecessary layers – one which is easier for suppliers and retailers to work with? Maybe, in time, certain licensors will even re-evaluate the increasingly bizarre embargo situation that sees a draconian lockdown on movies featuring characters we already know. Indeed, one exhibitor at Toy Fair was told that it would have to get its stand cleaners to sign NDAs in order to be able to clean the room which contained the ‘secret’ Frozen product. Paranoia at its finest… Mind you, nothing sums up the disconnect between the toy and licensing communities more than the two licensing companies which put on screenings of their new movies right in the middle of the Toy Fair and invited its major licensee and retail partners to attend – as if the UK toy community’s most important event of the year was somehow less important than watching a film. Priceless… I do wonder about the logic of having a closed stand and a stack of NDAs on reception and then putting a picture of the stand on Instagram or Twitter – curiously selfdefeating. Mind you, big reveals aren’t always intentional: one senior toy figure posted a picture on LinkedIn, only to realise that a ‘secret’ product sat proudly in the background – necessitating a repost with a hastily cropped shot. 21st century business problems at their finest... The influx of bloggers and their children on the first day of London Toy Fair became something of a talking point, with some people feeling that there were times when – to put it bluntly – they rather got in the way. Maybe it would be better to invite them on the last day, rather than the first, to avoid the possibility of inconveniencing retail buyers on a key day of the show… There have been a few recent moves on the toy buying side to report: Sarah Harding has left Mothercare, while her colleague Clare Loxley will also be leaving in April. Toy World columnist David Ripley has taken on a new category director role at Groupon, with Alan Dardis taking over on the toy side. Ian Chaplin has also joined Groupon, heading up the Home & Garden categories. I did feel sorry for the grocery-based toy buying team who learnt during their trip to Nuremberg that a number of their roles were being placed into consultation. Not exactly what you want to hear while away working hard on this year’s plans, and I know that suppliers had huge sympathy not just with their situation, but in particular the timing of the communication….

Toy World 90

I have long said that official attendance numbers for Toy Fairs really don’t matter, believing firmly in the ‘quality not quantity’ mantra when it comes to visitor numbers. So, kudos to the Nuremberg show organiser for admitting in its post-show press release that there was a slight fall in attendance this year, with visitor numbers said to “mirror the process of consolidation underway in the toy market.” Credit to them for having the integrity to say what we could all see with our own eyes – maybe some other show organisers could follow their lead? As I have said before, the absence of packaging designers, licensing teams the size of small armies and people who have come up with the idea for a new fishing game has no great bearing on the success of a trade show. As long as the right people are there, that is what ultimately counts… Margin builders will be more important than ever for the independent channel this year; whilst a certain large specialist independent chain (I’m sure you can guess…) has increased its margin requirement for suppliers, many indies have told me that they are facing significant tightening of the margins on offer this year, particularly from some of the larger toy companies. Three points or 10% may not sound a horrendous drop in isolation, but with margins already tight and the increase in the minimum wage about to kick in (one of the retailers told me that he it will cost him an additional £20k across his entire work force), it is undoubtedly going to have an impact. It has become fashionable for toy companies to claim how important the independent channel is to their business, but sometimes actions speak louder than words… As we get closer to the Brexit deadline, I have noticed how it is becoming more of a conversation piece than ever before. It’s interesting to hear how retailers have very different strategies to cope with it: one indie told me at Spring Fair that she has cut back heavily on her stock levels, while minutes later another told me he was stockpiling his more successful ranges, buying double what he would normally buy for the season. Only time will tell which has the right approach.

Argos buying manager, Matt Stent, will be running the London Marathon in April to raise funds for the NSPCC. Matt commented: “I hope readers can support me to raise even more this year - and encourage me to achieve a much better time. The NSPCC is a truly amazing charity epitomised by the ethos ‘Every childhood is worth fighting for’. £3 could pay for the NSPCC Speak Out Stay Safe programme to reach one primary school child, giving them the knowledge to protect themselves from abuse. It costs £4 for a trained volunteer counsellor to answer a call to Childline, while £25 could pay for toys used during therapeutic sessions.” To donate, please visit: www.uk.virginmoneygiving.com/MatthewStent

Welcome to the Future of Logistics

INFORMATION FLOW

TRAC provides your supply chain info 24/7 wherever you are

COLLABORATION

Our strong network of partners become your team

TRUST

A relationship with Import Services CURRENT LOGO is your business edge for growth

SPEED TO MARKET

Import straight to your customer across UK/Europe

TWEAKED LOGO

START HERE

YES@IMPORTSERVICES.CO.UK 01489 799 500 - IMPORTSERVICES.CO.UK

E BL A IL EY A DL AV A Y BR EL V N SI TO LU IL C W EX AT

Sport SVR

RIDE-ON CATEGORY

DASHBOARD CONTROLS

HEADLIGHTS

ANTI-TIP

RETRACTABLE FOOTREST

REALISTIC DETAILING

Learn More / Request a Catalogue • Tel: 01626 835400 www.wiltonbradley.co.uk • Email: sales@wiltonbradley.co.uk