Toy World Magazine March 2022 by TOYWORLD MAGAZINE

March 2022 Volume 11 Issue 7

2021 Record Year

Jan 2022 Best January ever!

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CONTENTS March 2022 Volume 11 Issue 7

John Baulch

36 Special Feature: Toy Fair Review

44 Feature: Action Vehicles

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 07710 532 952

Anita Baulch

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

News

Regulars

Features

05 06 18 22 26 86

24 30 33 90 122 130

36 44 64 68 92

From the Publisher News Industry Moves Marketing World Licensing World Green News

Generation Media NPD Talking Shop Letter from America Fresh Allegedly

Special Feature: Toy Fair Review Feature: Action Vehicles Special Feature: Toy Fair Season Feature: Science & Nature Feature: Outdoor Toys

Contributors The NPD Group | Mark Buschhaus | Stephen Barnes | Rick Derr | Felix Lewis

Rachael Simpson-Jones

68 Feature: Science & Nature

92 Feature: Outdoor Toys

Editor rachael@toyworldmag.co.uk 01442 502 406

Sam Giltrow

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

Alakat Published by

Mark Crowford

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

www.toyworldmag.co.uk @toyworldmag @baulchtweet

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

T from the publisher

John Baulch - @Baulchtweet

he first two months of the year traditionally represent a frantic period for the global toy community, with international travel keeping many of us away from our desks for prolonged periods – in normal times. However, as we all know only too well, we are currently not living in normal times. 2022 once again saw the organisers of the Hong Kong, Nuremberg and New York Toy Fairs forced to admit defeat and cancel their events – hopefully it will be a case of ‘third time lucky’ and the shows will return in all their glory in 2023.

new lines in real life. All of the conversations I had with retailers revolved around what we had seen (straight after affirming how delighted we all were to be there, of course) – and there were some fantastic new launches on show, which are looking forward to bringing you more details about over the coming months.

But this time round, that left the London Toy Fair as literally the only toy show in town. After a gap year that seemed like an eternity at times, the London Toy Fair returned in January…with a bang! The energy, the positivity, the delight at seeing old friends and colleagues, the fun of meeting new people for the first time and the joy at finally being able to see product in the flesh again all made for a truly positive, uplifting event.

It was a shame that the winners of the toy of the year and retailer of the year awards weren’t able to be presented with their trophies at an event during Toy Fair, but our congratulations to all the successful companies. In all of the chaos leading up to the show, I can completely understand why the BTHA chose to err on the side of caution and reveal the winners digitally. Indeed, despite calls from certain quarters to call the show off, I am delighted that everyone involved kept calm and held their nerve. The show ran incredibly smoothly, with neither the Olympia renovation work nor the pandemic impacting on anyone’s experience at the fair, beyond the occasional mild inconvenience. So, congratulations to the whole BTHA team for pulling it off with aplomb.

Maybe there are people out there who prefer to present toys on zoom. Maybe there are buyers who would rather evaluate and assess new lines digitally. It’s just that I have yet to meet anyone from either group. Of course, despite the fact that it was the only major toy show able to take place this year, there were still no guarantees that it would be a success. Would people actually come? Would it be strange wearing a mask all day - would that make it feel a bit awkward and impersonal? Would HR teams prevent certain major buyers from attending? Would it all be a bit of an anticlimax? I am absolutely delighted to say – with hand on heart – that the reverse was true. There was a palpable, electric buzz that no amount of masks could kill. Buyers seem to have triumphed over their HR departments; teams from the majors were out in force, while numerous indies also made the trip. There was also a welcome bonus as many international attendees came along, not just from all parts of Europe as we had perhaps anticipated, but from further afield too. With fewer media and peripheral visitors in attendance, it felt like there was a renewed focus on the products on display. Very few companies were offering previews last autumn winter, and with no Hong Kong show, this was the first time most of us had seen the

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We start this month with features covering the Outdoor, Action Vehicles and Science & Nature categories, where there is plenty of innovation and a wealth of new introductions to keep these sectors fresh and exciting.

Thank you to everyone who made time in their busy schedules to see the Toy World team at the show – it was lovely sitting at dinner each night listening to our team talking about who they had met and what they had seen that day. Another fascinating and eventful year lies ahead. We have Argos ‘planning for better’ and Toys R Us due to launch its UK site in May and currently recruiting buyers, with rumours of a buying team that could run into double figures. Meanwhile, the retailers that had a great year last year will undoubtedly be looking to replicate and build on that success – and that is just here in the UK. In every territory across the globe the dial has just been turned back to zero: retailers and suppliers are all looking at how best to make ’22 another successful year. And Toy World will be here to catalogue every twist and turn and share all the latest news and views from across the toy community as they unfold. 2022…bring it on.

News Disney Princess and Frozen licensing rights ‘come home’ to Mattel Mattel, Inc. has announced a multi-year global licensing agreement for the Disney Princess and Frozen franchises, giving it the global licensing rights to develop toys for Disney Consumer Products, Games and Publishing, including fashion dolls, small dolls and figures. The collection is expected to launch around the globe at the beginning of 2023. “We are incredibly proud to welcome back the Disney Princess and Frozen lines to Mattel,” said Richard Dickson, president and chief operating officer, Mattel. “As the worldwide leader in dolls, we look forward to bringing our unique Mattel Playbook approach to brand management, product and marketing expertise, and unrelenting attention to detail and quality to create innovative and inspiring lines for these iconic stories and characters.” The new licensing arrangement builds on the existing licensing relationship between Mattel and Disney for Pixar Animation Studio’s Toy Story and Cars franchises, and the recently announced global licensing agreement for Lightyear. Stephanie Young, president of Disney Consumer Products, Games and Publishing, added: “By furthering our longstanding relationship with Mattel, we look forward to expanding the worlds of Disney Princess and Frozen, introducing an innovative new era of these beloved franchises through captivating products and play opportunities.” Through the agreement, Mattel will develop dolls based on Disney Princesses including from Aladdin, Beauty and the Beast, Brave, Cinderella, The Little Mermaid, Mulan, Pocahontas, The Princess and the Frog, Sleeping Beauty, Snow White and the Seven Dwarfs, Tangled, Disney Frozen, The Little Mermaid Live Action, Moana D+ Series, Tiana D+ Series, Aladdin Live Action, Beauty & the Beast Live Action, Cinderella Live Action and Mulan Live Action. On the day of the announcement, Sanjay Luthra, managing director Mattel EMEA, told Toy World: “This is a really big day for us, and thanks must go to Richard, who was instrumental in landing this deal. We very much consider these franchises to be coming back home. We couldn’t be more excited.”

UK growth leads to new hires at Zuru

L-R: Will Collinson (general manager UK & Ireland), Aneisha Viera (global brand director), Glyn Tasker (senior national account manager), Lucy Figg (UK & Ireland marketing lead) and Thomas Pang (eCommerce manager) at London Toy Fair 2022

Zuru has expanded its UK office with new appointments in its marketing and commercial teams to continue the company’s growth. General manager of Zuru UK, Will Collinson, said: “Over the last three years, the growth in the UK and Irish markets for Zuru has been nothing short of phenomenal, having seen revenues increase over 70% and we are well on our way to unlocking significant further growth in 2022. Most recently, we were thrilled with the recognition from the BTHA and The NPD Group respectively, so it feels like the perfect time to announce our continued expansion as a business.” Glyn Tasker has been brought on board as senior national account manager to head up a number of Zuru’s strategic accounts with Zuru’s most substantial year for new releases yet. Joining from Funko, he brings over 30 years of toy industry experience and will be based in the head office in Leeds. Lucy Figg has been appointed to lead marketing in the UK and Ireland and has a strong heritage in retail and marketing, having held various commercial roles at Asda and most recently being marketing manager for consumer good business Freaks of Nature. Lucy will be instrumental in growing the Zuru footprint for trade and consumer audiences. “We’ve added top talent to our team who we know will be pivotal to our continued success and will continue expanding in the months ahead to further support our partners,” added Will. “Given the importance of the UK and Irish markets, we are investing heavily in operations and are on track to open our showroom and Leeds hub in Q1 of 2022. It’s safe to say the best is yet to come, and we are thoroughly excited about the year ahead. We look forward to inviting our industry friends to meet our newest team members and latest developments at our brand-new showroom very soon.”

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News Schleich reports best year ever

Planning for newly rebranded INDX Toys & Nursery Show continues When the Independent Toy & Gift Show returned to a live format in September 2021, the popular industry trade show announced plans to join the INDX group of trade shows and re-brand as INDX Toys & Nursery for 2022. Four months later, planning for the first INDX Toys & Nursery show is now well underway and the team coordinating it is on track to deliver an exciting event when it arrives at Cranmore Park exhibition venue in Solihull on 6th and 7th April. Commercially curated by experts and dedicated to meeting the evolving requirements of today’s retailers, the INDX group of trade shows is brought to market by leading UK buying group Associated Independent Stores (AIS). The INDX portfolio covers 12 sectors across Fashion and Home, and delivers over 20 business and buyer focused shows per year. Toys & Nursery is the latest show category to join the INDX group. Rosie Marshall, head of Toys & Children’s Gifts at AIS, is looking forward to unveiling a fantastic show and introducing visitors to an exciting new category of suppliers. She says: “We are very excited to be joining INDX Shows. Rebranding to INDX Toys & Nursery has given us the perfect opportunity to explore new product categories and we believe that adding nursery suppliers to our existing exhibitor mix will evolve the show. Introducing brands which specialise in nursery products including gifts, accessories and soft furnishings will provide visiting buyers with a more inclusive presentation.” The April edition of INDX Toys & Nursery has secured impressive exhibitor attendance featuring global suppliers Lego, Mattel, MGA, Character Options, Hasbro, Spin Master, Playmobil and Moose. The theme of this year’s show is Sustainability, in line with increased demand for products made from alternative materials and made using green methods. Other confirmed exhibitors include Bandai, Brainstorm, Casdon, Flair, Gibsons, Golden Bear, Just Play, Kidicraft, Learning Resources, Mookie, Naylor Activity Tunnel, One For Fun, Rainbow Designs, Ravensburger, Schleich, Toynamics, United Wheels, Vivid Goliath and many more. INDX Toys & Nursery is open to all retailers, and offers free entry, free onsite parking and complimentary refreshments. Attendees can expect a friendly, relaxed and professional buying environment in which to network and connect with the toy industry. Visitor registration can be completed via the INDX website, where further show updates and news can also be found, or follow @INDXHome on social media.

Schleich has announced a record turnover of around €255m for 2021, giving the company its most successful year in its 86-year history. The increase of more than 20% further consolidated both its position as one of Germany’s largest toy manufacturers and its share of the international markets. Furthermore, Schleich has recorded growth for the eighth consecutive year. CEO Dirk Engehausen said: “For the first time we have achieved stronger growth with our products in our international market than in our core market of Germany.” In 2021, turnover grew by 39% in both the US and France, and by 21% in the UK. In its home market of Germany, Schleich recorded sales growth of 17%. Dirk added: “We have invested a lot in the internationalisation of the Schleich brand in recent years and are delighted that we are also successfully growing and gaining recognition in the world’s largest toy markets.” Due to global logistical bottlenecks, demand in the second half of the year exceeded Schleich’s production capacity. “The delivery problems just before Christmas prevented even larger growth. The demand for our products far exceeded our capacity – despite extensive special transports and additional efforts by our suppliers,” said Dirk. In 2021 Schleich’s Dinosaurs product line established itself as another mainstay alongside the company’s best-selling Horse Club segment. Last year’s top sellers also included the Eldrador Mini Creatures collectible characters, a new addition to the Schleich range in 2021. In addition to numerous new products in all six Schleich product lines, its strongest, Horse Club, will be expanded in the second half of the year to include horses whose manes and tails can be styled and interchanged. Schleich is planning a fundamental brand relaunch for the second half of 2022. Sustainability is also a focus, with gradual changes beginning in all relevant areas of the company in 2022.

UK toy market shows resilience despite challenging year The British Toy and Hobby Association (BTHA), the organiser of Toy Fair, and The NPD Group have announced that UK toy sales declined by -3% in 2021 to £3.2b. In what has been a turbulent year for the industry, the UK toy market has shown remarkable resilience in comparison to pre-pandemic figures, they say, and although there was a fall in 2021, the market is up +2% overall on 2019. Several toy categories grew last year including Plush, up +9%, and Vehicles, up +7% YoY. Top properties for toys in 2021 included classics like Barbie, Star Wars and Paw Patrol as well as fast-growing properties such as Pokémon, Bluey and Minecraft. The last week of trading prior to Christmas also registered +35% growth YoY, with the whole month of December up +2%. “The toy industry faced huge challenges in 2021 including, but not limited to, supply chain concerns and the ongoing Covid-19 pandemic,” commented Roland Earl, director general at the BTHA. “Despite these hurdles, the UK toy market has held relatively firm compared to pre-pandemic figures and there are reasons to be optimistic about the year ahead, with some categories showing growth and a strong line up of new releases for 2022.” Melissa Symonds, executive director, UK Toys, The NPD Group, added: “Last year the UK toy market managed to retain 35% of the value it gained in 2020, with seven out of eleven categories up compared to 2019 figures. Even more impressive is that licensed toys grew for the third consecutive year, reaching 28% of the market – the highest ever share. With a raft of toyetic film releases due this year, as well as the continued strong performance of streaming, YouTube, and video game licences, 2022 looks set to be a good year for toys.”

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News NPD 2021 global and Europe Toy Industry Performance Awards

PMI appoints Sinco Toys as UK distribution partner for Gaming Collectibles

The NPD Group has announced the winners of this year’s global and Europe Toy Industry Performance Awards. The awards were given to the manufacturers or licence owners of Europe’s top gaining toy properties by category, as well as the top gaining toy property of the year, top global toy manufacturer, global top toy property, and global top selling toy, according to NPD’s Retail Tracking Service. (Europe includes the UK, Germany, France, Italy, Spain, Belgium, the Netherlands and Russia, while global includes the United States, Canada, UK, Germany, France, Italy, Spain, Belgium, the Netherlands, Russia, Mexico, Brazil, and Australia).

The agreement covers Brawl Stars and Gang Beasts and means Sinco, which already represents Among Us, will further strengthen its position in Gaming Collectibles. PMI and Sinco successfully worked together on the launch of Among Us last year and have now further cemented their relationship with an agreement to launch the master toy portfolios for the two new and exciting gaming-driven properties. Omer Dekel, VP sales at PMI, commented: “We are delighted to be partnering with Sinco, which has done a fantastic job in launching the Among Us brand in the UK market. We believe it will replicate the success with both Brawl Stars and Gang Beasts.” Marc Sivner, co-owner at Sinco Toys, added: “We are excited by the opportunity to work with these fantastic licences and also to be working again with such an on- trend company as PMI. Together with Among Us, this affords us the unique position of representing three major gaming IPs in the UK market.” Gang Beasts is a multi-player game developed by award winning studio Boneloaf and is the second major gaming IP for London-based entertainment company Toikido, who managed the huge success of Among Us. Brawl Stars, meanwhile, is a mobile game from Supercell that has become a global hit with 300m downloads in over 164 countries, boasting a huge worldwide fan base globally. Both new master toy properties are due to launch in the UK from July 2022. For more information please contact Daniel Smith: daniel@sincocreations.com 07793 121778

The awards are as follows: Global Top Toy Manufacturer of the Year – The Lego Group Global Top Toy Property of the Year – Barbie from Mattel Global Top Selling Toy of the Year – Hot Wheels Singles 1/64 Assortment from Mattel Europe’s Top Gaining Toy Property of the Year – Pokémon from The Pokémon Company The following have also been recognised as the leading toy properties in each category: Action Figures – Funko Pop from Funko Arts & Crafts – Kinetic Sand from Spin Master Building Sets – Lego Creator Expert from Lego Dolls – Rainbow High from MGA Games & Puzzles – Pokémon from The Pokémon Company Infant/Toddler/Pre-school – Paw Patrol from Spin Master Youth Electronics – Robo Alive from Zuru Outdoor & Sports – X-Shot from Zuru Plush – Star Wars from Disney Vehicles – Hot Wheels from Mattel Explorative & Other – Playmobil Others (Black Box) from Playmobil “This year’s award winners should be recognized not only for their great accomplishments and dedication to excellence, but also for excelling in these unprecedented and often challenging times for manufacturers and retailers,” said François Klipfel, president, Toys, The NPD Group. “Congratulations to all award winners. We wish you continued success in 2022.”

Moose Toys enters Games category with Clipology Unveiled at London Toy Fair, Clipology is an all-new interactive streaming experience featuring the world’s most iconic TV and movie content. The game, which Moose is tipping to be one of the hottest releases of 2022, sees screen time seamlessly blended with physical board game fun and features a physical board game, video content and over 12 unique video challenges. This broad range of play options means players will discover a highly interactive game with thousands of memorable movie moments making up the content. “Now more than ever we are seeing customers looking for games that create opportunities for genuine interaction,” said Rob Wolf, head of Marketing for Boys + Games at Moose. “Clipology is the perfect example of a product that engages groups of friends or the whole family alike to participate in the game play.” The unique game is built on a cloud-based platform, allowing players access across multiple screens including TVs, tablets and phones. The platform also allows for content to be continually refreshed with the latest pop culture moments for a truly ground-breaking gameplay experience. Rob added: “As we officially announce our entrance into the Games category, we are looking forward to sharing the same playful Moose innovation and ‘wow’ consumers have come to expect. Moose has traditionally dominated in more traditional categories such as Collectibles and Youth Electronics, but it’s also known for its innovation and ability to enter and disrupt new categories. Games is no exception.” Already well known for the success of the mind twisting FlipSlide, this year Moose will also be launching four new games spanning a diverse range of themes of target demographics. The new titles will include educational games for kids, board games for grownups and everything in between, including a game based upon the global phenomenon Magic Mixies.

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YuGiOhCardEU www.yugioh-card.com/uk

*Date subject to change

News Popular indie toy shop Silly Billy's to close after 25 years in Hebden Bridge Owner Bill Deakin plans to return to a career in mental health support, which he did before opening the toy shop. Bill opened Silly Billy’s in 1997 after moving to Hebden Bridge and would have celebrated 25 years of the store in May this year. He said the added competition of online giants like Amazon has been one of the main reasons behind his decision to close. “I want to say to the people of Hebden Bridge ‘thank you for supporting me all these years’,” he said. “Without their support, I wouldn’t have been able to support my family and I thank everybody from the bottom of my heart for that.” Bill has also acknowledged everyone who has worked with him and supported him throughout Silly Billy's lifetime: "Thanks to all those who have helped me along the way," he wrote on the store's Facebook page. "I shall not name you all, but it was a pleasure. A big thank you also to the friends and staff who helped me relocate in 2015 after the floods. Thanks also to all my friends in the toy trade, I will miss you all." Bill told Toy World he had been "absolutely inundated with lovely messages" from the community regarding the closure, including from people who used to come in as children and have gone on to visit with their own youngsters. One family sent him the picture that accompanies this story, saying: "These two are going to really miss Silly Billy's." Although he says the toy industry has changed dramatically, Bill believes there is still something special about children being able to visit a toy shop in person to choose a toy. “One of the nicest perks of my job has been seeing all the children coming in over the years,” he added. Bill recently visited London Toy Fair to say goodbye to the many friends and contacts he has made over the years. "I will be bidding a fond farewell to the shop with lots of happy memories," he said. The Toy World team would like to wish Bill all the best for the future.

Mark Hillier retires from Click Distribution Mark Hillier called time on his long and successful toy trade career on 31st January, having decided that it was the right time to retire. The Click Distribution business has been handed over to his sons Luke and Lewi, who have both been working alongside Mark for many years. Mark told Toy World: “I’ve worked for 50 years now and I figure that’s enough. It’s been an incredible journey, and I have loved my time in the toy and collectibles business. I have met and worked with so many wonderful people, and would like to thank everyone who has helped us along the way and everyone we’ve worked with since we set up Click. I genuinely feel blessed to have had the career I’ve had – I’ve had the time of my life, but it feels like the right time to hand the business over. The boys have been doing a great job with the company – we’ve just had our best year ever.” Mark’s immediate plans revolve around travel: “I love travelling and I’ve been lucky enough to have visited many fantastic places through work, such as Hong Kong, LA, Melbourne and many other great cities. But I realised there are many great places in the UK we haven’t seen, so I have sold the Maserati and bought a campervan so we can go touring around the UK. I kept the motorcycle though.” Toy World would like to wish Mark all the best in his retirement, and congratulate Luke and Lewi as they take the reins of Click.

Exploding Kittens’ Hand-to-Hand Wombat enters the Kickstarter ring The Kickstarter campaign for Exploding Kittens’ newest game, Hand-to-Hand Wombat, is well underway. “Since the beginning, there has been something magical about our Kickstarter community – it’s been at the core of our company and helped us get to where we are today,” said Elan Lee, co-creator and CEO of Exploding Kittens. “This time, we wanted to rewrite the rules and create a campaign that was as entertaining as our new game, Hand-to-Hand Wombat. It’s so well designed and we know our community is going to love it.” Hand-To-Hand Wombat is a game of teamwork, towers and troublemakers. More than just a clever play on words, Exploding Kittens’ new game combines social deduction and stacking bricks: one team works together to build towers before the other team can secretly sabotage them. Best for players aged seven and up, the new game features the wombat character from The Oatmeal’s comic, which was the most popular comic in 2021. "Hand-To-Hand Wombat is rowdy, social fun,” explained Carol Mertz, senior game designer at Exploding Kittens. “We aim for this kind of experience with all our games, so we're especially proud of the design of this one. It's the perfect game to pump up the energy of your game nights — players will be laughing and shouting the entire time." For more information about Exploding Kittens, please visit explodingkittens.com

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News Tactic Games partners with Toys2Market to strengthen UK business Tactic Games UK is pleased to announce a new partnership with toy trade consultants Toys2Market, to support its independent business in the UK. With a history of creating classic, fun and educational games and puzzles for families across the world for the past 55 years, Tactic has an enviable catalogue of board, card and outdoor games, from its award-winning favourites Flags of the World, Alias and Mölkky, to the recently launched Let’s Learn, MasterChef and Crime Scene series. With the majority of games manufactured at its factory in Pori, Finland, Tactic prides itself on its high-class Scandinavian quality and ethical production processes and has an impressive collection of games to offer customers in 2022. Commenting on the new partnership, Phil O’nion, Tactic Games UK sales manager, said: “We are looking forward to working with Toys2market to grow our account base in the UK and explore more opportunities with independent retailers who are keen to enhance their board game choice for consumers. Our game developers have been working hard over the last 12 months to deliver new innovation in the ever-popular board game category, most notably from our Gamestorm Studio partners, the masterminds behind EscapeRun Alcatraz 2034, winner of a Toy Fair Hero Toy accolade. The full Tactic catalogue will be available via Toys2Market and we’re excited to see where our collaboration leads.” James Triptree, managing director of Toys2Market, added: “We were delighted with the reaction to the Tactic range at Toy Fair and impressed by the variety of new games launching this year. The team in Finland has designed some really strong games to sit alongside its classics, and the new thriller EscapeRun Alcatraz 2034 is certainly getting everyone talking. We’re booking appointments now to present Tactic’s fantastic games and puzzles and are looking forward to a busy year ahead.” Independent buyers and customers interested in stocking Tactic’s games are invited to contact James on j.triptree@toys2market.com or 07747 024391.

Ravensburger invests in board game crowdfunding platform Gamefound

Picture by Ravensburger AG

The board game and puzzle company is investing four million euros (4.5m US$) in Polish start-up Gamefound. The international board game crowdfunding start-up is the first to receive funding from Ravensburger’s innovation and investment programme: Next Ventures. “With Gamefound, we are investing in a strong team of founders with industry expertise; a start-up with extremely high potential in our core segment of board games,” says Thomas Bleyer, group director Corporate Development & New Business at Ravensburger AG, who is responsible for the Ravensburger Next Ventures programme. Gamefound was founded in 2019 as a spin-off of the successful board game publisher and crowdfunding expert Awaken Realms. Gamefound’s specialized services help board game developers interact with their community and transform ideas into games. The platform was soft-launched in 2021 and has already hosted more than 30 campaigns, which raised over US$ 22m in total funding. Ravensburger’s investment will enable the roll-out of the platform to all interested creators worldwide. Ravensburger will work with Gamefound strategically and operationally to support the platform’s successful positioning in the market. “As a leading international game publisher, we can support Gamefound with more than just the financial investment, and that is exactly the aim of our Next Ventures programme,” added Thomas Bleyer. Ravensburger’s recently launched Next Ventures corporate programme funds innovation projects and start-up investments. The group funds up to four projects per year with a total amount in the double-digit millions. The goal of Next Ventures is to expand internal innovation management and provide support and funding to start-up teams, to successfully launch new product ideas and services that fit thematically to Ravensburger business sectors, and is part of Ravensburger’s corporate strategy to grow through innovation and international orientation. Interested start-ups and founding teams can get in touch via nextventures@ravensburger.com or visit www.ravensburger-group.com/nextventures.

Obituary: Bernard Smith Toy World is sad to report that industry stalwart Bernard Smith died, aged 79, on 18th January after a short illness. Bernard enjoyed a long and successful career in toys, starting in 1967 when he took on the role of area sales manager at Mattel. He then built up his sales expertise with roles at Tonka, Peter Pan and JW Spears – a company he returned to as sales director in 1990. This was followed by further stints at Mattel, Kitfix Swallow, United Overseas, Upstarts and University Games. Bernard decided to slow the pace a little in 2014 but loved the toy trade so much that he only managed semiretirement and continued to keep his hand in as a sales agent for Rascals, a role he kept on until very recently. At the Toymaster Show in May 2013, Bernard was recognised by his industry peers as the recipient of a Golden Teddy. His nomination described him as ‘honest, kind, trustworthy, hardworking, loyal and friendly – he brightens up the office with his great sense of humour.’ Friend and colleague Tom White shared a personal memory about the day: “Bernard’s face was a picture as his name was announced, and he froze in his chair from the complete shock of it!” Bernard’s motto was to treat others as you would wish to be treated yourself, and his co-workers said customers ‘loved and respected him’. Over his many years in the trade, he trained and supported a vast number of sales executives throughout the industry, who found him a dependable source of support, even throughout times of change and challenge. Bernard is survived by his wife Jo, son James, daughters Emma and Sara, stepsons Tom and Jack and nine grandchildren.

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UNFORGETTABLE . UNRIVALLED . UNMISSABLE

6-7 APRIL 2022 Discover the latest products and ranges, including licenced products, preschool toys and children’s gifts. We look forward to welcoming you to the INDX TOYS & NURSERY Show.

Where the industry unites Cranmore Park Conference and Event Centre, Cranmore Avenue, Shirley, Solihull, B90 4LF

Industry Moves Engino welcomes Christopher Watts Christopher Watts has joined Engino to lead sales in the UK & Ireland, and will have a strategic input across all international markets for the company. As a toy industry veteran, Christopher has held senior UK and international roles at Meccano, Playmobil, Corgi, Epoch and most recently with Click Distribution. Founded in 2004 by Costas Sisamos, Engino believes its system is one of the most advanced and versatile threedimensional construction toys in the market today, with a system of multi-faceted rods and connectors that share unique geometrical features that allow connectivity on up to six sides simultaneously. Engino is one of the fastest growing companies in the field of STEM & Robotics, and has invested significantly to establish a European fully automated factory, introducing vertical integration from conception to manufacturing and retail. Founder Costas Sisamos commented: “Christopher has joined Engino at an exciting time, we’re investing significantly in new product and continuing to expand into new markets. Our support in the UK from both retail and the education channels has been very encouraging, and the experience that Christopher brings to his new role as VP Sales will ensure the continued momentum and ongoing support for the omnichannel appeal of our STEM focused product ranges.” Christopher added: “I’m thrilled to be joining the company at this point of its evolution. With the growing emphasis on STEM learning within the education curriculum, Engino’s range focused on products that deliver true STEM content to match in a fun and engaging way is being very well received.”

Rainbow Designs announces new senior sales appointments Rainbow Designs has strengthened its sales team with the appointment of a new national accounts controller as well as a successful internal promotion to field sales team leader. Gary Hughes, who is the new national accounts controller, has extensive experience in both the publishing and toy sectors, most recently managing the games category at Winning Moves across the high street and independents. “I am thrilled to be joining the Rainbow family and feel like I’ve found a new home here,” he said. “Managing the nursery category, in addition to the toy and gift sectors, will be new for me, but with such a beautiful range of products, I am convinced that the future holds great opportunities and I’m really excited about taking the Rainbow brands and expanding them even further with our partners,” said Gary. Mandy McGough, who has been with Rainbow for five years and successfully developed the Northern sales territory, has been promoted to field sales team leader to help the team strive for, and deliver, Rainbow’s growth ambition. Speaking of the new appointments, sales and marketing director Zara Grindrod said she believes that the business is beautifully equipped, with both expertise and a bestselling product range, to deliver another great year. “Kicking off 2022 with Gary at the helm of our National Accounts base is going to be a huge benefit for us, and I am very much looking forward to seeing what we can achieve this year. Mandy absolutely deserves her promotion, she has worked really hard in the last few years and is a great ambassador for Rainbow, with great passion for our brands and products, and therefore the perfect candidate to head up the field sales team,” she said.

Emily Catchpole joins Asmodee as new business development executive Emily Catchpole has joined the Asmodee National Sales team as new business development executive, working across national accounts and exploring new avenues to drive the company’s games into the hands of even more consumers. Emily worked in the book industry from 2005 before becoming Games and Puzzles buyer at Waterstones. She brings with her a wealth of experience in retail, having started in store as a bookseller and working her way up to store manager before moving across to the head office. She possesses a breadth of knowledge regarding what works in retail, from the shop floor to the buying office, plus the intricacies of selling games in a non-specialist space. Emily said: “I’m thrilled to be part of this brilliant team, looking forward to the new challenges that a sales role will bring and working first-hand with the games that I love.” Asmodee director Anil Boodhoo added: “With her vast knowledge of games and the wider industry, Emily is a brilliant asset to the National Sales Team. We wish her every success as she embarks on her career with us at Asmodee.” James Arnold, head of Marketing at Asmodee, commented: “Emily is an important addition to the team and has hit the ground running already. The work that she’ll undertake will get more people talking about and playing our board games, ensuring they become household names for generations to come.”

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Industry Moves Raft of new appointments at Simba Smoby Toys UK Simba Smoby Toys UK has strengthened its sales and marketing teams with a raft of new appointments. Sabine Dix has been promoted from senior national account manager to the role of head of sales, while Claire Hodgson has been recruited as national account manager and Rebecca Galligan as marketing consultant. Sabine has two decades of experience previously working for Spin Master, Tomy, MGA, Trends and Theo Klein and is said to have been instrumental to the growth of the business, particularly the online and grocery channels, as well as the company’s national accounts. In her new role she will be responsible for the day-to-day management of the sales team. Claire Hodgson joined the team in January as national account manager, supporting the company’s online customers. She brings with her more than 20 years’ experience in toy and nursery industry sales, having most recently held roles with Rebecca Galligan Sabine Dix Claire Hodgson Spin Master and MGA Entertainment. New marketing consultant Rebecca Galligan also has a great deal of experience in marketing, brand strategy and franchise management and held senior marketing roles during a 14-year career at Mattel. Martin Whittaker, managing director at Simba Smoby Toys UK, said: “These new appointments are a great start for the sales and marketing teams. Sabine’s promotion and the additions to the team reflect the growth in the business and is just the first step in what we expect to be an exciting year ahead for the company. “At London Toy Fair our 2022 portfolio was not only met with enthusiasm, but we also won a Hero Toy Award for the B-Kind Dolls. The additional team members will certainly be needed to meet demand for our ranges, and it’ll be great to see what we can achieve between us this year.”

Rubies appoints country manager and head of sales for Germany Rubies’ German division has welcomed two experienced new personnel to spearhead its sales operations in the region. Alexandra Knack joins as country manager, while Stefan Brandenburger is the new head of Sales. Alexandra’s extensive knowledge of trend forecasting and industry knowledge has been enhanced by a wide range of experience: her parents ran a toy store, she was senior buyer for the Girls, Babies and Trendy Toys category at Müller Handels GmbH & Co. KG, and she spent six years as a buyer for Toys' R 'Us Cologne. As country manager, Alexandra will be directly responsible for developing Rubies’ business model in Germany, Austria and Switzerland, ensuring agreed business objectives are met within the territory as well as implementing sales and marketing tactics that uphold Rubies’ reputation whilst driving local growth. She’ll also focus on events planning and developing Rubies’ relationships within the territory, whilst maintaining the daily management of Rubies Team GSA. With over nine years at Smiffys as regional sales manager GSA, Stefan Brandenburger has a wealth of contacts in the toy-, party- and dress-up industries. Rubies says his innovative mindset and communication-orientated approach to leadership make him a groundbreaking and creative head of sales for Germany. Stefan will oversee the implementation of both new business plans and strategies for various retail channels and execute new product launches and promotions. Both new members of the German team will be working with Rubies’ portfolio of licences including Disney, Marvel, Star Wars, DC, Warner Brothers, Mattel, Universal and Zag. Mike O’Connell, COO, commented: “Both Stefan and Alexandra’s reputation as two of the best minds in the German toy and party market precedes them, and I am excited to see what they can bring to the table, both in executing our pre-existing business plans and in creating unprecedented growth for our German business.”

Amy Wildman promoted at Halilit Amy Wildman has been promoted to the position of sales and marketing director at Halilit. Amy joined the company in 2015 as national account manager and has made a massive contribution to company growth, according to MD, Judith Stark. “Amy is a huge asset to Halilit, and this promotion is well-deserved,” said Judith. “She is hugely popular with colleagues, suppliers and customers and has a great blend of commercial awareness and understanding of the agility and flexibility required to nurture and support all of our accounts, from start-up independents to multi-nationals.” Amy’s promotion follows a flurry of recent appointments at Halilit as the expanding company continues on its mission to bring the very best of preschool play to the UK toy market. Judith added: “Amy is well-placed to steer the Halilit sales team as we continue on our exciting journey of growth. I could not be happier to give Amy this recognition of her contribution to our success.” Halilit started the new year with a brand refresh, having redesigned its palette and look to reflect the company’s target market, and also developed a new trade ordering website for 2022.

New sales hires for University Games and The Lagoon Group University Games and The Lagoon Group have welcomed an experienced new national accounts manager and area Carol Bradshaw Sharon Gardener sales manager for South London and the South East. Carol Bradshaw joins the nationwide-strong sales team as the new NAM, bringing a wealth of industry and specialist toy knowledge in the games and puzzles sector. With over 15 years’ toy experience, Carol started in the industry in 2007 at Green Board Games and spent the past 10 years at Bigjigs. The new area sales manager for South London and the South East is Sharon Gardener, who previously spent 12 years at Bigjigs Toys and also brings much experience to her new role. Mark Jones, sales director for University Games and The Lagoon Group, said the appointments would bring even greater strength and depth to the successful sales department. “These are both very valuable additions to our existing team, with the wealth of knowledge and experience they possess from many years in the industry, it can only benefit us as we enter our next exciting stage of growth. This is a great time to be joining University Games and I’m sure that Carol and Sharon will be an integral part of the team, and our success, for many years to come,” he added.

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UK’s No.1 Plush Brand

Ty, the UK’s No 1 plush brand is excited to welcome the newest addition to the family: Squish-a-boos! Made from colourful, cosy fabric, Squish-a-Boos are available in a larger size of many of your favourite Beanie Boos plush characters and includes the official Ty Heart with name, birthday, and poem.

Get in touch with us: E: Sales@tyuk.co.uk T: 02393 876 600

Marketing World Simba details marketing campaigns for Smoby brand Taking the Smoby branding to the family space is the aim of the ambitious spring schedule, with a Premier League pitch-side advertising campaign, parent-focused TV and digital advertising and celebrity endorsement for Smoby’s playhouses and slides. From March through to May, fans at six Premier League games will experience the Smoby Smile LED brand advertising featuring on pitch-side boards during the match. The first three games have been announced, starting with Watford vs. Arsenal on Sunday 6th March (Sky Sports), followed by Brighton vs. Liverpool on Saturday 12th March (BT Sport) and then Burnley vs. Southampton on Saturday 19th March (Sky Sports). With each match being televised, opportunities to see the familiar Smoby logo and #SmobySmile hashtag are in their millions. Three further fixtures (dates TBA) will wrap-up the LED advertising campaign, at which point the TV campaign will kick-in, taking Smoby into homes across the nation. Mayur Pattni, head of Marketing, commented: “Over the past two years, we have increased brand awareness exponentially, whilst also ensuring that consumer confidence in the Smoby brand remains high. Our new spring initiative will go one step further, reaching families whilst they are doing something they love – watching football. Mums and dads who watch live Premier League games at home with their young children garner millions of viewers and whether in person at the ground or at home on TV, we believe this perfectly positions the brand with families and cements its standing in the market place.” The company will also continue to build on Smoby’s significant presence in the digital space. The brand’s own social channels have high-level engagement, and monthly initiatives will add to this. Taking Smoby to parents through influencers and celebrities will continue primarily though Instagram, as well as TVCs that will be delivered through parent- and kid-facing YouTube pre-roll. For more information, email sales@simbasmoby.com or call 01620 674 778.

Just Play’s Sensory FX wellbeing campaign marks Children’s Mental Health Week With the range already experiencing huge success at retail in the US, Sensory FX has arrived in the UK. A bespoke campaign in February tied into Children’s Mental Health Week, with cross-platform activity designed to highlight the brands unique ASMR experience and wellbeing benefits. Working in collaboration with leading play expert, Dr Amanda Gummer, Just Play developed a series of campaign initiatives exploring the unique sensory play elements of the range during the week. Dr Gummer commented: “Mental health is just as important as physical health. Many of us have some form of first aid kit around the house for small injuries like cuts, burns and bruises to treat the injury quickly and avoid it getting worse. A similar approach can be taken with mental health”. Amanda suggests that by creating a ‘mental health first aid kit’, parents can give their children the tools to manage their own emotions and behaviour, including elements such as something with an interesting texture that ‘can give a child great tactile stimulation.’ She adds: “The Sensory FX ASMR bars are a good place to start, as there are a range of styles available that all connect together for a personalised ASMR board.” Sound recordings are another useful tool in the kit, according to Amanda. “The ASMR Recorder Cube enables parents and children to record soothing sounds made by the cube sensory surfaces, or they may enjoy creating and recording their own sounds too. The cube includes five other panels that are ideal for tactile stimulation, so it’s a great all-in-one toy.” Just Play also launched an Influencer campaign designed to generate user generated content around Children’s Mental Health Week, showcasing the unique ASMR elements of the Sensory FX range. “Supporting children’s wellbeing through play is something we are extremely passionate about and Children’s Mental Health Week presented us with a fantastic opportunity to work in partnership with influencers and experts to highlight the benefits Sensory FX can offer children,” commented Katie Gritt, head of Marketing Communications at Just Play UK. “The unique ASMR experience Sensory FX provides is a great tool to help children self-regulate and develop a sense of calm and wellbeing through play.” For more information on Sensory FX, contact uksales@justplayproducts.com.

Schleich’s popular Red Rabbit Easter campaign returns Schleich will this year once again be running its annual Red Rabbit Easter campaign, but with a new element of collectability and the chance for consumers to add to their Schleich collections with four Limited Edition Rabbits. Each of the four rabbits have different coloured ears – blue, purple, orange and green – representing the franchise themes of Dinosaurs, Horse Club, Wild Life and Farm World. Consumers who visit participating stores will also have the opportunity to win a selection of Schleich prizes, by taking a photo and sharing on the dedicated online competition page. The promotion runs from 1st March until 18th April (Easter Monday) and will be supported through social media, PR and influencer activity. More details can be found at www.schleich-s.com/redrabbit.

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Available April

2022

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Opinion

Digital trends 2022: The story so far… Felix examines the latest trends in the digital space and how these can be used to the advantage of toy companies when considering their marketing plans.

022 will see the Toys & Games market spend record volumes on digital marketing. So what trends do marketers needs to be aware as they immerse their brands in the digital ecosystem, and how should these inform strategy when communicating with children and parents?

Meta Meta Meta! As the prevailing hot topic of late-2021, the Metaverse is becoming increasingly relevant to active marketing conversations and business directions. Notably, Disney has appointed an executive to oversee its metaverse strategy. The role will focus on developing Disney’s narrative and storytelling within the metaverse, alongside looking at innovative technology solutions to bring its history into the virtual world. Investment levels continue to increase worldwide, with billions of dollars being set aside. Facebook owner Meta is said to be investing over $7.4b on infrastructure and tech. This may come as a surprise to some; there has been a large drop in Facebook shares since its re-brand, but experts expect any revenue loss to be recuperated through a rise in ad expenditure driven predominantly through short form video content in 2022. Entering the virtual world can seem daunting, but brands are already there. It’s time to seize the initiative and start bringing your brands and characters from the physical world into the virtual.

NFTs and Crypto Across 2021, we saw a large increase in the use of nonfungible tokens (NFTs) and this usage is only moving in one direction in 2022. The value attributed to digital

Felix Lewis Associate director of digital, Generation Media. Tel: 0207 307 7906 felix.lewis@generationmedia.co.uk

assets and pieces of art is now viewed in its own right as a tangible commodity. It is predicted that over the next three years, in Europe alone, the market for tokenised assets will be worth £1.1 trillion. The tokenisation of assets from virtual and physical products is formed when sensitive data is converted into a token that stands in place for the more valuable product. Across the globe, brands have taken notice of this rise and are starting to form their own NFTs and crypto exchanges. A key example, prevalent in the USA, is trading cards. Users sign up to crypto providers to buy rare basketball and other collectible trading cards, creating another arm of their business. This can be replicated easily across multiple other fields including fashion, toys, collectibles and more. Consider your business, brands and characters and look out for opportunities to expand your digital currency.

Video adaptation Whereas previously the ‘year of mobile’ was the steadfast topic, 2022 is the ‘year of video’. Unlike other areas, digital did not see an annual drop in advertising spend. A key reason for this was the rise of eCommerce but also the impact of video. We are yet to see the IAB’s H2 report from 2021 but given the increase of 49% in H1 2020 to 2021, we can confidently predict another rise. The UK’s digital spend in H1 2021 equated to a staggering £10.5b. Elements of video that is being brought more into mainstream (outside of the utilisation of short form on social) are the direct response and shoppable elements. Global eCommerce sales grew by nearly 30% last year and part of that rise was driven by online content becoming more ‘shoppable’. Social platforms have been a large driver of this, with brand

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stores directly integrated and the ability to click through connected TVs. Brand placement in content and clear calls to action, with adverts accompanying the video, allow users to watch the product in motion, then direct straight to purchase. Once toy brands establish stockists or their own eCommerce site solutions, it is a must have, especially when sales is the core KPI for video.

Eco awareness and brand responsibility Across the globe brands are being questioned on their commitment to planet earth and future generations’ wellbeing. Within the UK, Extinction Rebellion continues to try and raise awareness and has moved from being a fringe cohort to a mainstream issue. Carbon credits can now be exchanged and offset against advertising and business decisions. Google is driving a movement across this field; supporting small business in understanding their impact on the environment and how they can start to rectify their actions. Adopting easy-to-remedy solutions, such as recycling packaging and greener distribution routes, is a start but other eco-friendly initiatives are also taking off. Aligning with sustainability will be key to brand reputation in the years to come, and taking affirmative action to promote this as a business will not steer you wrong in this climate. We’ve already seen toy brands taking initiatives, particularly in the creation of their products using recycled materials and within their packaging: the more than can be done, the more stand out the brand will have.

Licensing World Disguise prepares for April launch of full Disney costume range

E.T. comes home to celebrate 40th anniversary Universal Brand Development (UBD) has unveiled plans to celebrate the 40th Anniversary of E.T. the Extra-Terrestrial in 2022. The classic film from Universal Pictures and Amblin Entertainment will be marked with a curated mix of special screenings and new consumer products, as well as digital and social media campaigns. There will also be a series of special retail activations that capture the magic and timeless appeal of the brand. Paul Bufton, VP, EMEA, UBD, commented: “E.T. is simply a masterpiece and still invokes such a strong connection and reaction from global audiences. So many families have rediscovered the immense joy of the film and the kids love it as much as the previous generation – quality storytelling and genuine emotion never get old.” UBD has lined up an extensive roster of global licensees that leverage the toyetic and kidult appeal of the property. Mattel has signed on to create a range of E.T. feature plush, while new global partnerships include Funko and Fisher Price (collectibles), Tomy (pre-school plush), Wow Stuff (novelty), Basic Fun (retro collections) and Ravensburger (puzzles). In addition to the global toys and games players, UK-specific partnerships have been forged with Posh Paws (plush), RMS (amusement toys) and Noble Collection (chess). The licensing programme also extends beyond toys and games and one of the most creative extensions to mark the anniversary is a replica of Elliot’s iconic BMX bike that will hit mass retail later in the year. The original film was one of the first global blockbusters to leverage consumer product tieins and the new campaign will be replete with nostalgic references which will appeal to both the casual fan and the growing community of enthusiasts and collectors.

Leading global costume company Disguise, a division of toy and consumer products manufacturer Jakks Pacific, announced a multiyear licensing agreement for a wide range of Disney portfolio brands in Europe, the Middle East and Africa for dress-up, costumes and accessories in October last year. After being a North America costume partner for over 30 years, this is the first time that Disguise has held Disney costume rights in EMEA. Disguise has been offering several licensed costumes in the market since 2021. However, from 1st April 2022, Disguise will offer a range of dress-up products covering Disney Princess, Frozen, Toy Story, Lightyear and more across many different characters, sizes and age ranges. Placement in EMEA will allow Disguise to celebrate a range of key international holidays such as Book Week, Carnival, Purim, Halloween, Diwali, Eid-Al-Adha and Christmas. Further enhancing the mix is Disguise’s new innovation SKUs, which include adaptive costumes and wheelchair wraps including Cinderella’s carriage and Buzz Lightyear’s Star Command Spaceship. Disguise already has listings with several retailers and says it is looking forward to presenting the range to the market in the coming weeks.

Bandai UK to distribute True and the Rainbow Kingdom toys Children’s entertainment company Guru Studio has appointed Bandai UK as its UK distributor for a new range of toys inspired by the hit series True and the Rainbow Kingdom. Guru Studio teamed up with previously announced master toy partner United Smile to bring the colourful and robust product line to market, which has already launched in select territories including Israel, the Philippines and in Australia at Target with Big Balloon handling distribution. In the UK, True and the Rainbow Kingdom continues to be a breakout hit on TinyPop, currently ranking as the No.3 most watched series on the free-to-air kids’ channel. In addition to all four seasons now streaming on Netflix, the official True and the Rainbow Kingdom YouTube channel is nearing 1b views. Licensing agency Brand-ward has been handling licensing and merchandising, bringing on a number of top licensees including Fashion UK, Aykroyds, Roy Lowe, Imagine8, Smiffys and Warner Music Group. “After so much anticipation and pent-up demand from fans, we’re excited to be working with Bandai to launch this unique line of toys that we know kids in the UK have been waiting for,” said Jonathan Abraham, VP of Sales and Business Development at Guru Studio. “We are absolutely thrilled that True and the Rainbow Kingdom has joined our growing pre-school portfolio,” added Nic Aldridge, managing director at Bandai UK. “With a strong range focused in the key subcategories and most popular play patterns, initial reaction from the trade has been very positive. We are very excited to launch True and all her friends to the market later in the year.”

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See our full party ranges at www.pioneerparty.com. For more information contact Pioneer® Europe on Tel: +44 (0)1279 501090 or email pelorder@qualatex.com. Licensed partyware is available to purchase in the UK and Republic of Ireland. All licensed partyware items must be ordered in multiples of 6.

Licensing World Wow! Stuff signs as first licensee for animated series Odo Wow! Stuff has been announced as the first licensee for ‘boundary breaking’ 2.5D animated series Odo. Created by Sixteen South Originals and co-produced with Letko, the series, which follows a little owl with big ideas, has now sold into more than 128 countries. In the new master toy global deal, Wow! Stuff will create a comprehensive range of toys including plush, dolls, figures and accessories, role-play toys, play sets, track sets, construction toys and bath toys. The first series of Odo comprises of 52 x seven–minute stories and has already been pre-sold to many leading networks and broadcasters worldwide, It is airing every weekday on Milkshake! in the UK and has also been signed by HBO Max in the US. The series can also be found on MiniMini+ in Poland, TVO Kids and Knowledge Kids in Canada and ABC in Australia, with many more territories to roll out throughout 2022. The series combines humour and heart and aims to teach young children selfefficacy and to believe in themselves, in order to help combat the troubling rise in childhood anxiety and depression levels. Each episode sees Odo positively tackle challenges with the help of his best friend Doodle, under the loving and watchful eye of Camp Leader, an eagle. Wow! Stuff’s director of licensing, Kenny McAndrew, said: “We were pitching against some of the biggest toy companies for Odo. Everything Odo stands for resonates and aligns with our own values, we wanted this with all our hearts – and I think that showed through in our pitch. Odo is unique; Odo the owl has gender neutral appeal; the themes are ground-breaking and the series is grounded on social justice. And it’s very, very funny.”

Rubies and Warner partner on The Batman costume range Rubies and Warner Bros. Consumer Products (WBCP) have debuted new adult and children’s costumes in celebration of Warner Bros. Pictures’ highly anticipated film The Batman, which arrives in cinemas internationally this month. Fans of The Batman will be able to choose from a selection of officially licensed adult and children’s costumes, including Batman and Batman Deluxe costumes as well as Selina Kyle (Catwoman) versions. The Batman Child costume is an easy to wear costume jumpsuit which also includes a detachable cape and plastic half cowl. The Deluxe Child costume, meanwhile, is a printed muscle jumpsuit with 3D attached boot tops and gauntlets, a detachable cape, belt and cowl. A Selina Kyle Child Costume is also available. The Batman Deluxe Adult costume is a printed muscle jumpsuit with 3D attached boot tops and gauntlets and a detachable cape, belt and cowl, while the Selina Kyle Adult costume, a form fitting printed jumpsuit with padded knees and elbow, is accompanied by Selina’s signature overhead mask.

Licensing Expo returns to Vegas in May 2022 Licensing Expo, the world’s largest licensing trade show, will return to Las Vegas in May, reconnecting the global licensing industry in person for the first time since 2019. Organised by Informa Markets in partnership with industry trade association Licensing International, Licensing Expo reconvenes following a two-year hiatus to celebrate its 40th live edition with safety very much at the heart of the experience. “While we are still living and working during a pandemic, the health and safety of everyone attending Licensing Expo will remain our number one priority, and this year’s event has been specifically designed to account for varying levels of attendee comfort with a range of options to suit, whether that’s a preference for one-on-one interaction or to maintain physical distance,” said Anna Knight, VP of Licensing, Informa Markets. All participants will be required to wear a face mask while indoors at the Mandalay Bay Convention Center and present proof of vaccination or a negative Covid-19 test. Participants are also recommended to take a Covid-19 test before leaving their destination to travel to Las Vegas. These safety rules will be in place regardless of Nevada state mandates. Onsite testing will be available off the show floor at the participants’ expense, and this can be used to enter the show or to fulfil any international or domestic predeparture testing requirements. Licensing International president Maura Regan said: “Bringing licensing professionals from around the world back together in person affords us all opportunities for new partnerships, networking and learning – and a critical chance to move businesses forward. We’re confident Licensing Expo 2022 will bring the industry back together for a longawaited reunion.” Exhibiting companies already confirmed, include ViacomCBS, Hasbro, Warner Bros. Consumer Products, Mattel, NBCUniversal, Sony Pictures Consumer Products, Lego, Joester Loria Group, Beanstalk, Buzzfeed, The Pokémon Company, NFL Players Association, Games Workshop, Peanuts Worldwide, Bandai Namco Entertainment America, Frida Kahlo, Yale University, MGM Studios, Spin Master, BBC Studios, Crayola Properties, BrandComply fuelled by Octane5, and Topps/Garbage Pail Kids. Licensing Expo will adopt a theme for the first time, with 2022 spotlighting Location-Based Experiences: immersive, interactive out of home experiences such as theme parks, escape rooms, gaming arcades, amusement parks and VR worlds. “LBE really suffered during the pandemic lockdowns, but experiences have now reopened to customer delight and the sector is predicted to boom,” explained Anna. “It’s been interesting to note the increasing number of collabs between brands and LBE in recent years. We’re keen to shine a light on this growing licensing category and excited to investigate its future with Licensing Expo attendees.” This year’s event will be supported by the Licensing Expo official online platform, available until June 3rd. To register for free for Licensing Expo visit www.licensingexpo.com

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858 -391-3600 • disguise.com

info@disguise.com • disguise.com

NPD Insight

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.

Growing

up fast Rory looks at the effect the expanding Kidult market is having on other categories in the toy market, particularly in the UK.

Rory Partis

Director UK Toys & EuroToys NPD

their components coming from sustainable materials, £150m in value for 0-5s since 2017, so let’s look at what’s ver the last few years, one of the areas of could this help push the Infant/Toddler category back happening in this area. the UK toy market that has consistently to growth in 2022? Some of the top licences in the seen growth is the Kidult category. We Infant/Toddler & Pre-School Toys (ITPS) is the No.1 supercategory for wood include Peppa Pig, Hey Duggee often like to focus on areas of growth as a supercategory for the 0-5 age group and is in fact the and In the Night Garden, with each of those properties big positive, but sometimes we also need largest in the total toy market, worth around 16% of growing their sales with wood in 2021. to think about the impact on other areas of the market. the UK toy market in 2021. However, the supercategory In the UK we have seen 11m Another area of growth in more items purchased for 2021 was licensing, moving up kidults (12+ Years) over the last to a joint all time high share of five years, but over the same 28% of the UK market, growing period we have seen 68m fewer by +3% vs. 2020. However, this Over the last 5 years the share of the 0-11’s in the UK toy market has dropped is not so much the case in the items purchased for under 12 years. The under 12 years age from just under 80% to just over 70%. Infant/Toddler & Pre-School Over the last 5 years the share of the 0-11’s in the UK toy market has dropped group makes up around three Toys supercategory; the share from just under 80% to just over 70%. quarters of the UK toy market of licensing here is significantly value, so that loss will have a far 19.8% lower at 22%, and the value 27.3% greater impact on the market. 19.8% saw a small decline in 2021. 27.3% If we look specifically at the Although there have been UK, compared to 2017, the some notable success stories in decline in item sales to under licensing for 2021 in this area, 78.6% 78.6% 70.8% 70.8% 12s is 17%; however, in the rest including new lines featuring of Europe it’s only -2%. So, let’s Bluey and CoComelon adding focus on just what is happening value, the lower share of in the younger age groups to 2017 2021 licensing within this younger 2017 2021 see what has been driving 0-11 Years 12+ Years category is another factor 0-11 Years 12+ Years those declines in the UK. Source: The NPD Group | NPD Consumer Data| UK which seems to have impacted

UK Toys Change in Recipient Age

The NPD Group, Inc. | Proprietary and confidential As mentioned earlier, the Client/Third Party Confidential 17% sales decline in the under Document classification: The NPD Group, Inc. | Proprietary and confidential saw a decline in 2021 which was three times faster than 11 age group over the last five years equates to a drop the total market decline. Looking at the decline over of nearly £500m. This group represented 79% of the the last four years, we can see that two thirds of it has market in 2017, while it now represents 71%, a drop of come from the Infant/Toddler segment. This is an area eight percentage points over five years. Splitting this age of the toy market that is affected by outside influences, out further, we can see that it is the younger age groups particularly around sustainability and more recently which are driving the decline. Whilst 6-10s have seen declining birth rates; it is reasonable to assume that a drop, it is not as stark as the 0-5s, which have seen a both of these influences could have played a role in the value decline of -23% vs. 2017. We have seen a decline long-term decline. Looking at the sustainability issue, in toys purchased for 0-5s every single year since 2017. we can see that the Infant/Toddler & Pre-School Toys Furthermore, every single supercategory has declined supercategory has one of the highest value shares of for this age group over that time, so it is very much a its total value being wooden, growing from 9% in 2018 consistent trend. Looking at the individual categories, to over 12% of the category in 2021. With more and there is one in particular that stands out - Infant/ more toy items now moving to having at least some of Toddler & Pre-School Toys. This supercategory has lost Document classification: Client/Third Party Confidential

Toy World 30

overall sales.

1 Source: The NPD Group | NPD Consumer Data| UK

1 behind this decline is the declining Another key factor birth rate in the UK: there have been 100k fewer babies born in the UK since 2017. This has inevitably had an impact on toy sales in the Infant/Toddler area. Although this not solely a UK trend, we have seen some slightly better stories in the rest of Europe, with the birth rate in Germany being up slightly and France having seen a higher number of babies born than the UK over the latest period. We also see a more encouraging trend in the rest of Europe for sales to children under 12, with the EU4 only declining by -2% compared to the UK at -17%. So, in the UK, we need a plan to help the market grow for both kidults and kids, and hopefully this can deliver growth in 2022.

Licence Progression:

License

Dec Rank #

Jan Rank #

Spidey & his Amazing Friends

The junior Spider-Man licence has performed well in January, moving inside the top 25 licences for the month. This has been helped with the addition of Lego Duplo items for the property, with the top two items for Spidey and his Amazing Friends for the month of January both being from The Lego Group. The licence has also been boosted by the release of Spider-Man No Way Home in cinemas in December, and we expect sales to stay strong across the first half of 2022.

Fastest Growing Subclasses

Traditional plush is the top gaining subclass at the start of 2022. Traditional plush is the top gaining subclass at the start of 2022 Traditional Plush Action Figure Collectibles Strategic Trading Card Games Action Figures Miscellaneous Toys Special Feature/Interactive Plush Fashion Dolls Mini Vehicles Playset Doll Accessories Adult Games

Sales Gained £M £1.3 £1.2

£1.0 £0.7

£0.6 £0.5 £0.5 £0.5 £0.3 £0.3 Source: The NPD Group | Retail Tracking Service | YTD January 2022

The top 10 growth subclasses in toys for the first month of 2022 can give an early indicator to what might turn out to be the big trends of the year. The top growth subclass in January was Traditional Plush, continuing the positive trend that this category experienced in 2021. The top gaining properties here are TY, Squishmallow and Little Live, with licence growth also coming from Star Wars. Action Figure Collectibles is the 2nd top performer with Funko, Marvel and Star Wars all adding value. Strategic Trading Card Games is the third top performer, driven by Pokémon. This licence has enjoyed a strong first month of 2022, continuing on from a record-breaking performance in its 25th anniversary year in 2021. Both Fashion Dolls and Playset Dolls are in the top performing subclasses for January with Fashion Dolls growth being driven by both Barbie and Rainbow High. Playset Dolls has seen an increase from Disney Princess, L.O.L Surprise! and Rainbocorns.

Document classification: Client/Third Party Confidential

The NPD Group, Inc. | Proprietary and confidential

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www.toyway.co.uk 14/02/2022 14:13

Talking Shop

Fair play Emma Dadswell Toys N Tuck, Southend

t was surreal but lovely to be back at Toy Fair. It was so nice to see people in person again - I had some reps that I’d never even met, so it was great to be able to meet them face to face. It was also so much better to see all the product in the flesh; it gives you a totally different perspective, as sometimes when you look at a picture you can’t properly see the size of the product. I think Toy Fair was very well organised and I felt safe being there. Knowing there were precautions in place, such as checking people’s Covid status on entry, made me feel comfortable attending. The toy trade is like family in a way, so you just trust they are all being sensible and doing the right thing. It was a shame that some of the bigger names were not present though. I understand why the decision was made not to attend, but on the plus side, it gave me more time to spend with smaller suppliers that we don’t traditionally do as much business with. This meant I saw things I may have otherwise missed. Casdon was my favourite stand; it looked fantastic with all the new product and the rebrand. I think the way they have updated themselves is great and I loved the new product ranges including the replica Joseph Joseph houseware range; it’s all so much more modern

This month, our indies are reflecting on their return to Toy Fair and tell Sam Giltrow how the year has started off and what products they are excited about for 2022. and offers items that children see in their homes. We picked up a few new ranges at the show including the B-Kind Dolls from Simba Smoby. I love the eco-conscious aspect of these dolls, as I know it’s something more of our customers are looking for and it’s becoming more at the forefront of people’s minds when purchasing. We have also extended our range with Great Gizmos and are generally switching up some of our ranges across the store. It’s been a busy start to the year, and everything is going well. Our January takings were definitely up on previous years. Spin Master’s Tech Decks have been performing very strongly – we are selling between 50 and 100 every week. They always sell well but they seem to pick up as a craze in schools every so often. We are also still seeing impressive demand for Squishmallows from Jazwares.

Toy World 33

Educational toys are becoming more popular, especially for younger children when it’s the parent making the decision about what to buy. They are always impressed when there’s an element of learning, whether it’s a game or science kit or construction set. Great Gizmos has some lovely science kits, including the KidzLabs range, and the Brainstorm items are always popular, particularly the Projector Torches and the 2-in-1 Globe. Since the start of the year, we have placed a lot of orders for new stock and it’s now starting to turn up. I’ll keep the ranges as they are for now, just restocking as required until we hit the Toymaster show in May when I’ll look at more range refresh options. I’m looking forward to returning to Harrogate; I really love the Toymaster show – it’s such a great event and I get a lot done while I’m there. I’m feeling very positive about the year ahead. It really is so good to be able to see product and people again.

Talking Shop Tim Evans - Toys & Games of Worcester

his year’s London Toy Fair felt pretty normal to me. It seemed more spacious, as it was spread over more hall space, but we didn’t have enough time in the end to see everyone. Although we made plenty of appointments, we couldn’t fit in a couple of slots. There were obviously a few notable absentees, such as Lego, which was disappointing, but hopefully we can catch up with the reps. With Lego especially, you do need to see what is coming out.

We liked the new lines being offered by Orchard Games and are going to increase our selection this year. We’re a board games specialist and found some great new lines; we were particularly impressed with the one player games from University Games and Ravensburger. The Asmodee stand also had some strong product, particularly with Pokémon. Asmodee has been brilliant to us during the pandemic; after the two main lockdowns, we received a re-start pack from them, which was a box of free stock to help us get back on our feet. One of my most exciting finds was Bicycle Cards from Cartamundi, as I had been after the cards for two years. We used to stock them when they were distributed by Asmodee, but I needed to open a new account with Cartamundi. I’d found them at Toy Fair two years ago but because of Covid it didn’t happen. We’ve now had our first delivery, and I’m pleased to say they are in pride of place right by the counter. We were very chuffed to

get them back in. We were really delighted and honoured to win the BTHA’s Independent Toy Retailer of the Year (Single Store) Award, which was announced during Toy Fair. It’s the first time we have won, and it was a complete surprise – we started getting texts from suppliers congratulating us before we even knew ourselves! Hopefully, we must press all the right buttons to have won the award. We run promotions for our customers, we believe we have the right product mix, and we offer deliveries – all those things that everybody did to get through Covid just to survive, but what may have stood out is that we have built really strong links with the local community. We sponsor the local football club, we work closely with Worcester Food Bank, and we have done a lot with schools, colleges and children’s hubs during the lockdowns. Because of Covid, and the activities we got involved in, so many people found us that didn’t know of us before. We were just doing everything we needed to survive, but we made so many new friends and customers in the process. The start of 2022 has been very positive, with the January launches from Lego strong and Pokémon continuing to be massive. Although we are now seeing the effects of Covid waning and things getting back to normal, there’s a partial road closure near the shop, which is going on until September. So the challenges keep on coming, but we keep on going.

Steve Kerrison - Kerrison Toys, Norwich

t was obviously great to be back at Toy Fair, seeing products, catching up with what’s new and, most importantly, seeing people.

There were some impressive new products and the Casdon stand particularly caught my eye, with its new look branding and new replica Joseph Joseph homewares range. After nearly two years, it was just great to see product in the flesh again. The start of the year has been going very well; there are always lots of birthdays and gift vouchers to be spent in January, and this spend has been spread nicely across the different categories. All our Q1 lines are performing pretty well, though Pokémon is once again the stand out, followed by the new releases from Lego, Playmobil and Sylvanian Families, which are highly anticipated and always popular. L.O.L. Surprise! seems to have picked up

again, now that all the items that didn’t arrive in time for Christmas are starting to arrive. The Ravensburger L.O.L. jigsaws have been selling well. Looking to spring, we have a good range of nature and science products from the likes of Brainstorm, Galt, Geomag and Great Gizmos. We stock a wide range across these key suppliers but are always on the lookout to offer something different as well, to supplement these core STEM ranges with fresh items. We do try to make sure that the STEM element is valid and not just slapping the word ‘STEM’ on the box. We will also be switching the focus onto our outdoor toy range for the spring. Mookie continues to have a strong performer in Swingball and the Little Tikes range is as popular as ever. Skateboards are selling really well and roller skating seems to be making a bit of a comeback. I just hope that the price increases that have come in don’t kill some lines off.

Dave Middleton - Midco Toys, Burton-Upon-Trent

he year has started really well for Midco Toys. Trading has been over 80% up on 2019 and 2020. Last year we traded around 70% up on the pre-pandemic 2019 figures. Sales have continued to be very strong postCovid, and we are hopeful that we will have a cracking year. Last year we were spoilt with the combined effect of a widespread fidget craze, Pokémon being on fire, Squishmallows and, of course, the old faithful Lego performing mega strongly.

Disney+ and is still selling well. Our Lego and Funko ranges have also got off to a great start, as per usual at this time of year.

This year has continued with the same top sellers; we’re seeing huge demand for Pokémon, Squishmallows and anything Anime related, in particular My Hero Academia, Jujitsu Kaisen and Demon Slayer have been popular. Disney’s Encanto came out of the blue after its Christmas day release on

It was an honour to receive the British Toy & Hobby Association’s Toy Retailer of the Year Award for Specialist Multiple Toy Retailer of the Year (Multi Store) this year; as someone who lives and breathes toys and the toy industry, it means the world to me.

Toy World 34

It felt awesome to be back at the London Toy Fair - it had been too long. Working in toys with no toy fairs to go to is like taking the icing off a birthday cake. It was great to see product and good to see folks again. I didn’t really find any new suppliers, but there was plenty to sink your teeth into from my existing ones for what will hopefully be a very successful 2022.

indie viewpoint Katharine Spence - Wigwam Toy Shop, London

his year’s Toy Fair felt like it had a different vibe to previous years, because everyone is just getting back into the swing of things. I really enjoyed it, and I found some new, smaller suppliers for things like arts & craft kits, and eco-friendly toys.

With all the concerns about plastic, it was great to see so many eco-friendly ranges. One company that stood out was Paper Engine with its Build Your Own range and we have just placed an order with them. This type of range does especially well for presents, and always sells well for us, so I am really glad I found them. A customer of mine had tagged me on Paper Engine’s Instagram before Christmas, saying ‘this would be great in your shop’ - and then I found them at Toy Fair. Obviously, it’s still great to stock all the mainstream, bigger brands that people know and love, but it’s nice to support smaller suppliers too and introduce them to our customers. It was good to see people at the show after not seeing them for such a long time. And it’s so much better to be able to actually see the products too; I found that I was going onto stands and realising that I had missed things in the brochures. There were several lines on the Orchard Toys stand, to name just one, that I wish I’d ordered in sooner. Going into the spring, we will feature some new lines with an outdoors and nature focus. One supplier I saw at Toy Fair, who had some amazing stuff in the Science and Nature category, was Great Gizmos. Their stand showed off the products to the best advantage and it was inspiring to see it all on display. I’m expecting their kits to do well. There has been noticeably more demand for STEM toys since the start of the pandemic. They are becoming especially popular for gifts; people like to buy something that is educational but fun at the same time. There’s such a variety on offer now that we can stock a really good selection across a wide range of price points. We have had a quiet start to the year. A lot of people in our area have had Covid; the schools have been full of it and parties have been cancelled, so unfortunately, there’s been less gift buying. It’s still a very strange time. We’re not quite back to normal yet, though I am confident we will have a better year this year and hopeful that things are improving.

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Give us a break

s we write this about six weeks into the year, we are very pleased with trade so far in 2022. Takings were up in January and so far, February has been strong. With the statistics regarding Covid continuing to move in the right direction, we are feeling positive for the year ahead. It’s noticeable that footfall is recovering at the weekends now, and people are a lot more comfortable coming out at busy times. We have found weekdays a bit slower, but that is possibly due to the lack of people in offices during the week still reducing footfall. Although restrictions have been eased, we still advise our staff to keeping wearing masks on the shop floor and are keeping our till screens in place. Bestsellers so far continue to be Squishmallows - whilst we have good stock. Pokémon shows no sign of slowing down, and with the latest launch about to come out, we can’t see that changing. Something new that has really taken off is toys from the film Encanto, especially the dolls. Zuru lines are having a great start to the year; Mini Brands has continued to sell really well, along with the Rainbowcorns Puppycorns surprise collectibles. Pocket money lines and anything squishy or squeezy is still flying out as well. With huge excitement, we were looking forward to going to London Toy Fair this year, and eagerly made all our appointments in advance. However, although Covid was not an issue for us, it was Mark flying off a ladder a week before and breaking his foot that meant he was unable to come to the show! He was absolutely gutted, and is still recovering now, chomping at the bit to get back into action. So, it was down to Stephen to take up the mantle, and for him it was great to be back at a physical toy fair, seeing new products, and people we had not seen for two years. As others have said, you really cannot beat seeing products in real life, rather than virtually. There were lots of new items to see, and lots to get excited about. Jazwares had a very impressive stand with some fantastic Squishmallows developments; licensing is definitely going to extend the already popular brand. The new Star Wars lines look good, as do the Pokémon figures for later in the year, including seasonal additions. Character as usual had a magnificent stand and I found some lines that have got us very excited – but I can’t tell you about those yet, along with some marvelous extensions to the outdoor ranges. There were a few larger companies that did pull out of the show, which was a shame, but that did give us more time to look at smaller companies that were exhibiting. Outdoor toys has developed into a huge category for us; with people staying at home more over the last few years, growth has been strong. We anticipate that even with less restrictions this summer, there will still be quite a few people who choose not to go away, and sales of outdoor lines will remain robust. However, this is one category that has been hit hard by price rises due to increased shipping costs, thankfully we purchased a lot of our outdoor ranges last year, to help keep prices down. The growth for us has come in ride-ons and scooters, and we do well with the items from Dolu. We have expanded our range this year to include water tables and kids gardening tools and accessories. Looking forward, we are optimistic for the months ahead, with a first proper Easter trade for three years. All we need is for Mark’s foot to get better!

Toy World 35

2022

Special Feature

Review

Nice to see you,

to see you nice Well – wasn’t it nice to be back at Toy Fair? Last year just didn’t feel the same following the understandable cancellation of this (usually) unmissable show, which in 2021 was one of many that fell victim to the impacts of Covid. Having recovered from an exceptionally busy three days, Toy World takes a look at Toy Fair’s hugely successful return to the trade show calendar and finds out from attendees what made it such a hit.

oy World readers who frequent LinkedIn will know that towards the end of January, their feed was completely taken over by posts about Toy Fair: who was going, the companies that were showing, the products people were most excited to see. It was a daily deluge of posts from giddy kidults just clearly over the moon to be back at one of Europe’s greatest toy trade events. This year’s overhaul to the usual floorplan, necessitated by comprehensive (and largely unnoticeable) redevelopment works to Olympia, appeared to be quickly accepted by all. Indeed, the Toy World stand, situated between the two halls on the ground floor, has never been busier – thanks to all those that stopped by to say hello to Anita or anyone else from the team who happened to be there at the same time. Majen Immink, director of Fairs & Special Events at the British Toy and Hobby Association, told Toy World: “It was fantastic to open the doors at Toy Fair 2022 and welcome back the industry after not being able to have a show in 2021. Providing a platform for suppliers and buyers to do business in person once again, all under one roof, and to get hands-on with the new product launches was invaluable. There was a great buzz of positivity around the show, kickstarting business for the industry in 2022 and we hope this carries on throughout the year for the toy industry. I’d like to say a big thank you to all participants who attended the show for their ongoing support of Toy Fair. Without the support and demand from the industry for Toy Fair to go ahead,

it just wouldn’t have been possible to put on such a successful show. Congratulations and thanks to our exhibitors who were patient and supportive in light of the ever-changing government guidance and adapted accordingly in line with the rules around Health and Safety.” Majen added: “We are receptive to all feedback which we welcome with a view to continually evolving and improving the experience for all participants and we look forward to welcoming the industry back again in 2023, with exhibitor applications opening at the end of March.” While visitors were throwing themselves into meetings with exhibitors, Day 1 of the show saw the 23 winners of the 2022 Toy Fair Hero Toys awards unveiled. Viewed by many as a barometer for what themes will be fashionable in the year ahead, the winners spanned a selection of popular licences, including Spider-Man, CoComelon and Hey Duggee, products that represent family play, and STEM toys, from household names to first time exhibitors. “Despite challenges in 2021, this year’s list of Toy Fair’s Hero Toys represents the creativity and continued commitment to innovation by the toy industry to enhance children’s play experiences,” commented Rebecca Deeming, Public Relations & Events manager for the BTHA. “The competition for selection has been strong, and the list is filled with the potential biggest sellers for 2022. While many themes are represented across the 23 winners, educational toys are clearly

Toy World 36

TOY FAIR HEROES 2022 Bladez Toyz

1:10 R/C Gotham City Racer

Bandai UK

Tamagotchi 25th Anniversary Edition

Character Options

SpyBots T.R.I.P

Epoch Making Toys

Pony’s Stylish Hair salon

Flair GP

Unique Eyes

Gibsons

Troopers on Tour

Golden Bear

Hey Duggee Transforming Space Rocket

John Adams Leisure

Monster Mash

Just Play

CoComelon Learning Adventure Bus

MV Sports & Leisure

Spider-man 6v Web Slinger Lights and Sounds Mini Quad

Paper Engine

Build Your Own Pinball Machine

Posh Paws International

Sesame Street Talking Cookie Monster Feature Plush

Skyrocket Toys UK

Mega Chomp

Smart Toys & Games

SmartMax Roboflex

Simba Smoby Toys UK

B-Kind Eco Dolls

Tactic Games UK

EscapeRun Alcatraz

Tree Toys UK

Medical Science

University Games

Tom Gates Monster Games Compendium

Vivid Goliath Group

Recyclings Collector Cap Pack (CDU)

VTech Electronics

Busy Musical Bee

Winning Moves

Peaky Blinders Risk Board Game

TKC Sales

Stomp Racer

Wow! Stuff

Peppa Pig Clever Plane

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2022

Special Feature

Review

THE WINNERS OF THE 57TH ANNUAL TOY INDUSTRY AWARDS Toy Retailer of the Year • • • • • •

Independent Toy Retailer of the Year (single store) - Toys & Games of Worcester Independent Multi-Store Toy Retailer of the Year (up to 10 stores) - Midco Toymaster Omnichannel Toy Retailer of the Year - Smyths Toys Multiple Toy Retailer of the Year - B&M Stores Online Excellence Award - The Very Group Overall Toy Retailer of the Year - Smyths Toys

Toy and Supplier of the Year

becoming more popular with consumers, reflected in the higher demand for STEM toys. I’d expect more toy companies to respond to this demand in 2022.” The awards continued later the same day, with the announcement of the winners of the 57th annual Toy Industry Awards by the BTHA and the Toy Retailers Association (TRA). The Barbie Day to Night Dreamhouse, Mattel and Smyths triumphed, winning Toy of the Year, Supplier of the Year and Toy Retailer of the Year respectively. Ty, which won Plush Toy of the Year win for Squish-ABoo, was overjoyed with the accolade. Speaking to Toy World, Ty Warner, CEO & founder at Ty Inc, commented: “I’m delighted that the British Toy and Hobby Association has awarded the prestigious Plush Toy of the Year award to our Ty Squish-a-Boos. We appreciate this recognition and thank the retailers, especially our independent partners who we continue to support. They have always shown huge support for Ty, making our Squish-a-Boo range such a big success.” A TRA Outstanding Contribution Award was also presented to Dream Toys’ Gary Grant for his individual contribution to the Dream Toys event over many years. Dave Middleton, meanwhile, took home the award for Independent Multi-Store Toy Retailer of the Year (up to 10 stores). In a post on LinkedIn, Dave was quick to thank the suppliers that supported Midco Toys in 2021, in his words ‘especially the ones who go above and beyond’. Dave also took the time to highlight the role the Toymaster buying group has played in the success of his business, noting that while he’s been ‘a pain in the ass over the years’, the Toymaster team has always supported him. He added: “The fact that no matter who won the award in our category was a victory for Toymaster, as all finalists were members, shows the strength of the group and I would urge any independent toy retailer to speak to them.” And many did: the Toymaster Lounge on the Upper Gallery was a hive of activity throughout the show, as prospective new members sat down with Paul Reader (marketing director), Yogi Parmar (managing director), Brian McLaughlin (business development manager) and others to find out about the many perks the group offers indie retailers. Brian told Toy World: “It was

• • • • • • • • • • • • •

Action Toy of the Year - Heroes of Goo Jit Zu Figures - Character Options Construction Toy of the Year - Harry Potter Hogwarts Express - The Lego Group Kidult Toy of the Year - Lego Technic Lamborghini - The Lego Group Interactive Toy of the Year - Magic Mixies - Moose Toys Vehicle Brand of the Year - Hot Wheel - Mattel Outdoor Sports Toy of the Year - Moon Shoes - Character Options Craze of the Year - Fidget Box - One For Fun Fashion Doll of The Year - L.O.L. Surprise! Movie Doll - MGA Entertainment Plush Toy of The Year - Squish-a-boos - Ty Toys Trading Card Game of the Year - Pokémon Trading Cards - Asmodee Pre School Toy of The Year - CoComelon Bedtime JJ Doll - Bandai Collectible Toy of The Year - Mini Brands - Zuru Pre-School Licence of the Year - Paw Patrol - Spin Master

TRA Special Recognition Award - Gary Grant - Dream Toys Toy of the Year - Barbie Day to Night Dreamhouse - Mattel Toy Supplier of the Year - Mattel great show for Toymaster and for our members, who were able to see many new products and ranges for the first time in nearly two years. We had lots of good enquiries from independent retailers about Toymaster and the support we provide to our members. If any independents out there are interested but didn't have time to come and see us, then they can still contact

Toy World 38

us, we are happy to speak with them. And of course, a special thank you must go to the BTHA for organising a great show.” Back on the show floor, there was a palpable buzz in the air throughout the three days. Press Day, as always, played host to a number of famous faces: the

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2022

The Best Designed Stand (Shell Scheme) was won by Build Your Own – it was made of cardboard to reflect the company’s green credentials.

Special Feature Toynamics UK & Ireland stand welcomed the retail entrepreneur, investor and reality television personality Touker Souleyman (whom many will know from BBC’s Dragon’s Den) to the stand to talk about Timio, the new screen-free educational audio device, while Matt Edmondson, the British television and radio presenter turned games designer, was on hand at Asmodee’s stand to demo the latest titles from his company Format Games. Popular gameshow host Stephen Mulhern also made a return appearance to raise the profile of Asmodee’s In For A Penny game, and renowned child psychologist Professor Sam Wass, known for his work on the Channel 4 programme The Secret Life Of…, told visitors to the Melissa & Doug stand how the company’s toys help early years development. While meetings were taking place, there was also plenty of time for fun. Over on the Just Play UK stand, Toy Fair visitors were asked #ThinkYouCanSlink? with a staircase wall and three attempts to get their Slinky from the top to the bottom in the fastest time possible. Tuesday’s winner was Cat Robinson from Disney, with an overall fastest time of 3.48 seconds, while Wednesday’s was Viral Talent’s Laura Edwards (3.73 seconds) and Thursday’s was Alison Coates (3.87 seconds) from Universal Creations. Marketing manager Katie Gritt told Toy World: “Our #ThinkYouCanSlink? challenge was extremely popular, and it was great to give visitors the opportunity to have some fun with Slinky. There was certainly lots of laughter, which was great to hear.”

Toy World 40

Review

Over at Golden Bear, meanwhile, people were spotted dressed up in cow ponchos, desperately pumping an ‘udder’ faster than their opponent to avoid being squirted with water, and MV Sports offered visitors the chance to win an incredibly cool Batmobile style electric ‘scooter’. Day 1 of the fair also saw Toy World publisher John Baulch and Pittilla PR’s Julie Pittilla ambushed by cake and the BTHA in celebration of their support of 40 Toy Fairs. Debate may have raged about whether it was John’s 40th or 41st event, but who’s counting? The Editors Choice Awards were announced on Day 2, with Rainbow Designs’ Talking Paddington, HoloToyz’s AR stickers, books and more, and Build Your Own’s Pinball Machine revealed as the top three exciting toys of the show, as voted for by attending journalists. As first-time exhibitors, Kate and Declan Scott were understandably very excited that Holotoyz was recognised with the second-place award, while Build Your Own’s Editor’s Choice award was one of two racked up on the Wednesday; the company also took home one of the best stand awards for its impressive use of recyclable cardboard - some of which was used to create a rather lifelike gorilla. This year, it was noted that numerous companies had opted for a far more open stand design than in previous years; indeed, one of the Best Stand Award categories was for ‘Best Covid Adaptation’. Casdon bagged that one for its light and modern stand, reflecting the company’s brand refresh. Steve Richardson of SJR Associates, UK

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2022

Special Feature

Casdon Toys won Best Adaptation of a Stand in a Covid year, due to its spacious and easy to clean set up. distributor for Dolu, said his own open-sided stand approach resulted in far more impromptu meetings than he expected, sentiments echoed by Schleich’s trade marketing manager, Paul Dearlove. Paul said: “Covid considerations meant our stand design was simpler, more open-plan and more focused on new products than ever before, and that proved to be a successful strategy that we will be taking forward for future shows. Like many suppliers, we had strongly encouraged retailers to make advanced appointments, and the subsequent regulated flow of visitors really helped with stand management. That said, we still had lots of ‘walk ons’, some of whom had made last minute decisions to attend the show, and we also saw several European customers, who would normally only attend Nuremberg.” Paul added: “In terms of visitor quality, it was without doubt a marked step up from recent years, both from the majors and the independent trade. We’d go as far to say it was the best representation we have ever seen on our stand. If the overall numbers were down, then it felt like it was the casual visitors, marketing suppliers and influencers who had stayed away, so we could really focus our time and efforts with our loyal customers. And we would like to thank every single one of them for taking the time to visit our stand and share in our exciting plans for 2022. I’m not sure if it’s a case of us all being two years older, or just out of practice, but it felt as if it took a little longer to recover this time around. The adrenaline is still pumping though, and we’re already looking forward to London 2023.” The return of Toy Fair provided several first-time exhibitors with the opportunity to get their products in front of the largest assembly of toy buyer’s the European trade show calendar is likely to see this year. It’s been a challenging period in which to set up a company, let alone keep one running, and it was wonderful to

see start-ups and newbies finally able to make use of the enormous networking opportunities that Toy Fair offers. “This was Reydon Sports’ first time exhibiting (and visiting) the Toy Fair, and what a first experience it was,” enthused Andy Griffin, marketing director at Reydon Sports. “The atmosphere was fantastic across the whole three days, and we met with some great clients inside and outside of the industry. Our exclusive B2B distribution of Franklin Sports and Nerf for this year was one of the key USPs we wanted to showcase at the Toy Fair; within the first hour of the show we had interest in these brands, so it was mission accomplished from the get go. Our first-time advertising in Toy World magazine also made a huge impact. Shouting about our business model, USP and stand number generated lots of leads. In summary, it was perfectly organised and offered super engagement, and we will 100% see everyone again in 2023.” The Greenhouse once again played host to a number of smaller companies and start-ups, and always seemed to be very busy no matter the time of day. When Toy World managed to have a proper catch up with Nazneen Yasin, founder of traditional toy company Fabula Toys - a new entrant to the UK toy industry - she told us she was absolutely overwhelmed at the response from buyers and visitors alike, as well as the warmth and inclusiveness of the top players in the market. She added: “Over the three days, we clocked multiple orders from independent shops across the country as well as distributors internationally. Simultaneously we met with some of the key names in the business, who weren't just open to discussing collaborations, but also extremely helpful at pointing us in the right direction. And we got some great media coverage too - which has nicely covered the holy trinity. Overall, we feel like

Toy World 42

Review

a proper part of the industry after just one event, and that's so much more than what we were expecting." Of course, the majority of Toy Fair exhibitors were familiar faces, but for some it was still the first trade fair following the establishment of new regional teams and/or offices. Magic Box is one such company. Long a familiar Toy Fair face, the company introduced its new Magic Box UK Team shortly before the three-day event kicked off, and says it enjoyed an overwhelmingly positive reaction to both the Magic Box stand and all its new products. Nicola Bergot, UK managing director, added: “Clearly, two years cooped up doing video calls resulted in everyone being enthused and happy to be meeting face to face again. It made an enormous difference being able to have real conversations and get proper feedback, presenting ranges in front of the product instead of via a camera. You really can’t beat it, and it was evident how much it has been missed. We are hopeful that those positive and productive meetings will translate into great business.” By the time the show drew to a close, it was clear it had been nothing short of a resounding success. You hear those words about trade events a lot: sometimes it’s an accurate appraisal, sometimes it’s a little generous. But in the case of London Toy Fair 2022, every bit of praise heaped upon it (and then some) is well deserved. The feedback the Toy World team received from visitors and exhibitors throughout the show was nothing short of exemplary, and though we went home with very sore feet (and in the case of one of us, no voice), it was worth it. What a comeback. Congratulations must go to the entire team at the BTHA for putting on such a magnificent event, and for working so hard to keep all attendees both safe and happy at such a challenging time. For this piece, we’re giving the final opinion Howard Shaw of Chester Toy Wholesalers, who wrote to Toy World to share his opinion on the event in the days immediately following the show. Howard’s done a lovely job summing up why the show was so special this year: you can read his thoughts below. “I’m travelling back from Toy Fair and reflecting on the last two days,” Howard says. “This was the first large scale event of any type I had attended since Toy Fair and Spring Fair 2020. In the past two years, our industry has adapted as smoothly as possible: online meetings, personalised video follow up pages - I was even grateful a customer had dragged me on to WhatsApp. And the numbers don’t lie; it seems that on the whole, we’ve coped admirably. But it takes an event like Toy Fair to make you realise something was missing. No matter what the tech experts would have us believe, there really is no substitute for a face-to-face meeting, nor viewing new products in the flesh (as many a buyer on AliExpress can attest). Personally, I get the added bonus of meeting with both suppliers and customers in one go. Getting instant feedback and discussing potential new ranges can prove invaluable. Virtual showroom tours serve a purpose, but it’s a bit like playing Virtual Reality Golf. It may be good, but it’s not the same as the real thing. Toy Fair also offers those chance meetings; catching up with a friend you might not have seen for too many years, or saying hello personally to a customer you recognised from their Livestream sales. When the other big toy fairs have had to postpone for yet another season, I think the BTHA, exhibitors and visitors can be rightly proud of a show well executed. The general positivity around the whole event proves we are an industry that likes to get stuck in, and crack on. That has to be celebrated.”

Web: amaroni.com Tel: 01205 260 384

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Action vehicles

Track and race Though innovation is key within the Action Vehicle category, with manufacturers always looking to move up a gear to keep the consumer interested, it’s often a balancing act in weighing up demand for the new with more tried and trusted elements, as Toy World’s Sam Giltrow discovers.

he Action Vehicle category is a diverse and consistent sector of the toy market; comprising diecast, radio control and slot racing items, it remains a staple of every toy retail channel, covering every price point from pocket money pick-up to top-end festive purchase. While some retailers opt to pursue an own brand strategy in certain areas, strong brands remain a cornerstone of the category. Whether it is Hot Wheels or HTI’s Teamsterz brand in diecast, Nikko, Maisto or Burago in radio control or Scalextric in slot racing, the category includes some of the toy market’s most enduring brands. The Action Vehicle market also benefits from innovation and the introduction of cutting edge technology into product line-ups; ThreeSixty Group has introduced what it describes as the world’s first ceiling climbing RC to the Sharper Image range this year, which received a strong reception at Toy Fair, while Hexbug has reinvented the RC tuner car with the fully customisable Hexmods kits. One area of Action Vehicles which enjoyed huge success and a resurgence among families during the pandemic lockdowns was slot-racing, but how are suppliers managing to keep this momentum going and keep consumers interested in adding to their collections? It’s a challenge, says Sarah Frame, marketing manager, Scalextric but one which the company has managed to meet head on, even widening the appeal

of the historic brand. Traditionally a product which comes into its own in the run-up to the festive season, in recent years Scalextric has become an increasingly popular choice outside of the Christmas period due to the brand’s growing offering of film and TV themed products, including the Bluesmobile, Mr Bean’s Do-ItYourself Mini and Knight Rider’s KITT. “To continue to grow appeal, an element of the product needs to technically innovate. Consumers expect to see this, but it has to be optional when it comes to traditional and nostalgic gameplay in brands such as Scalextric. Scalextric has a huge history which is naturally seen as a positive, but legacy can complicate evolvement and innovation,” Sarah explains. “The key to maximising on this innovation is to recognise the different consumer wants and needs, then produce different products for these different segments.” She adds that recently there has been “huge opportunity” in the kidult market, which is why one of the leading Scalextric sets for 2022 is the Back to the Future vs Knight Rider set, which comes in traditional 80s style Scalextric packaging. “It will resonate with and spark nostalgia in children of the ‘80s for them to share with their children,” adds Sarah. Also benefiting from the hankering for nostalgic toys is Scalextric’s Hornby stablemate, Corgi, which has a long-standing association with the James Bond licence. This, according to Corgi brand executive David Mather has yielded one of the most famous die-cast toys ever created: the 261 Aston Martin DB5 from Goldfinger.

Toy World 44

The importance of licences to the brand, he says, is huge and 2021 saw strong sales for Corgi thanks to the release of the latest Bond film, No Time to Die, which was accompanied by the release of multiple vehicles in the range. Another No Time to Die product will also be launched later this year, that will place Corgi into a new sector of the die-cast market for the first time: a 1:12 scale recreation of the Triumph 1200 ridden by Bond in the film’s opening sequence. “We have never produced a motorcycle at this size before, and as such we are packing it with detail and additional features such as sprung suspension and etched parts,” David told us. “We hope it will be the first in a line of model motorcycles that link intrinsically to the sense of British heritage which is so important to the Corgi brand.” Corgi is currently in the final stages of securing another famous ‘household name’ entertainment licence for announcement later in the year, which in turn will feature a partnership marketing approach, adds David. In addition, Corgi is also working to secure multiple new licences for 2023. Another company which has brands with long heritage is Nikko Toys, which celebrates its 65th anniversary in 2023. The company creates, designs and markets innovative radio controlled, light & sound and construction vehicles. “For us, having brands with long heritage allows us to pull inspiration from deep archives of products and ideas,” says the company’s president of sales and marketing, Laibond Cheng.

Feature

Action vehicles

“Innovation in toys is sometimes about new and emerging technology but, more often than not, it is about taking what is familiar and making it fantastic. You can see a blending of both across our brands and ranges of products. The key to our innovation is never closing our minds to the possibilities of what can be fun.” He says that in the RC market, consumers are becoming increasingly educated about the quality and performance of a product and in this digital age, where reviews and ratings are at the end of fingertips, the mantra of big and cheap is becoming less impressive. “Nikko Toys has had a great year for just this reason,” Laibond explains. “We deliver great product at great value and that’s a huge part of the reason we sold out everywhere we had Nikko placed. For RC vehicles in the coming year, we see educated consumers getting increasingly bored of the same sourced stuff in different packages, which will mean continued growth for Nikko Toys, and other makers of innovative and original items.” One company which is investing in technology to enable its action vehicles to do things that grab the attention of consumers while maintaining competitive price points, is One For Fun, the company formally known as H. Grossman Ltd. “Our RC Cyklone Range ,which includes a motorbike, buggy and monster truck, is a great example of this,” says CEO David Mordecai. “The items have a unique tracked design which allows them to drift and also to perform actions that other vehicles in this price range would struggle with, such as climbing steep slopes with ease. We have so many vehicles in this category and concentrate on innovation with a quality build, display packaging and perceived value for money built into the price.” RC cars are a specialist area for One For Fun, being the UK distributor for Maisto and Bburago, brands which cover a substantial assortment of licences for

all major global car manufacturers and also offer a comprehensive range of die-cast cars. “I have spent many years working in the vehicles category and this industry knowledge has influenced the Tobar range of RC vehicles too,” explains David. “This is a rock solid area for us with continued growth year on year, driven by our wide portfolio of vehicles across many price points and categories.” Like Scalextric, One For Fun has also seen growth in its slot-racing offering which has vehicles based on concept designs of cars featured in the Gran Turismo video game, namely the Mercedes-Benz AMG and the Nissan Concept 2020 Vision. “In terms of being reflected in trade orders, the momentum for slot-racing has continued,” said David. “We sold out of our Race Circuit Vision Gran Turismo slot racing set and that has been re-ordered for this year.” As always, One For Fun will be looking to support the marketing for its vehicles with a flurry of PR activity around influencers, bloggers, main stream media, trade advertising and product placement. Also hot on marketing is Mattel’s Hot Wheels brand, which has a strong line up for 2022 and is confident its new range will help to maintain its position as the world’s number one toy, according to NPD data. This year Mattel will be introducing the Hot Wheels Car Culture Circuit Legend line, featuring 1:64 scale vehicles with realistic castings and authentic decos, and a new Hot Wheels City range which will feature QR codes on packs that illustrate the Hot Wheels City in digital format. This, as Kelly Philp, director of marketing, Mattel UK, explains, will all be backed with strong marketing activity across the year to support Hot Wheels, including exploring new in game marketing activations within Hot Wheels fan favourite, Roblox. “We are working with Nick Jr on a Hot Wheels sponsorship again, and with 2022 being a monster year for movies, with a movie being launched nearly every month, you

Toy World 48

can expect to see Hot Wheels in cinemas too,” she says. “Hot Wheels Legends will be even bigger and better this year and we will have significant TV and BVOD spend on key lines.” Other powerful tools in driving home the brand are fan experiences such as the Hot Wheels Legends Tour and Monster Trucks Live, which give audiences the chance to see real-life versions of the Hot Wheels monster truck toys. “Being able to run the Monster Trucks tour earlier this year really gave the brand a great start to 2022,” says Kelly, “while the Hot Wheels Legends Tour really celebrates the car culture of the brand. We have plans to make this even bigger and better this year.” Mattel is also driving innovation across sustainability and last year launched its commitment to making all cars in its die-cast Matchbox range, play sets and packing from 100% recycled, recyclable or biobased plastic materials by 2030. “We know consumers are increasingly aware of growing global waste challenges, and Mattel is working to find ways to use less plastic overall, and more recycled and bio-based materials,” adds Kelly. Hornby Hobbies too is gearing up to help the push on plastic reduction across all of its brands including Scalextric and Corgi. “Hornby Hobbies is a firm both steeped in history and forging a path into the future. By signing up to beat the UK Government’s 2035 climate pledge, Hornby Hobbies is showing that as a toy and hobby firm we can ensure that the environment is as important as a rivet on a loco, or a spoiler on a Scalextric car,” says Sarah Frame. “Achieving this through a more considered approach to energy as well as a look to reducing waste packaging and consumables, Hornby Hobbies is aiming to be ahead of schedule on the climate timetable.” Over the next few pages, Toy World takes a look at some of the latest action vehicles lines toys to arrive in stores for 2022.

SERVING DIE - CAST COLLECTORS Produced under license. Boeing, McDonnell Douglas, their distinctive logos, product markings and trade dress are trademarks of The Boeing Company.

BAE SYSTEMS is a registered trade mark of BAE Systems plc.

London Transport and are registered trade marks of Transport for London. New Routemaster is a Registered Design of Transport for London. Produced under licence by Corgi.

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Action Vehicles

Mattel 01628 500 000 | www.mattel.com

For 2022, Hot Wheels is introducing the Hot Wheels Car Culture Circuit Legend line featuring awesome 1:64 scale vehicles with realistic castings and authentic decos. This premium assortment features a variety of special categories and themes that will appeal to kids and collectors alike. The new Hot Wheels City range will feature a brand new backwards compatible system of play, allowing kids to connect the new tile pieces and track to unleash their creativity and create their own personal Hot Wheels City. The new products will feature QR codes on packs which will illustrate the Hot Wheels City in digital format. New to the city range is the Hot Wheels City Nemesis Lab Assortment, Hot Wheels City Super Twist Tire Shop and Hot Wheels City Dragon Drive Firefight. New to the Track Builder segment is the Hot Wheels Unlimited Corkscrew Twist kit. Kids can send cars through the corkscrew loops before making the leap towards the target or adjust the set-up to launch cars straight at the target. Also new to the track builder segment is the Hot Wheels Fuel Can Stunt box, packed with all the ingredients to make an awesome course for racing and stunting. The gas can shaped container is packed with track pieces and accessories to build a course of the child’s own design and transforms into part of the play set for more stunting and racing options. The Hot Wheels Monster Trucks range continues to expand with the Hot Wheels Monster Trucks Blast Station Playset, taking smashing and crashing to a whole new level. Kids load their HW Demo Derby Monster Truck into the slam launcher, take aim and the hit either the gas pumps or the billboard and wreak havoc on the Blast Station. Gas pumps with moveable hoses and an adjustable scissor lift enhance the experience as kids refuel and get a tune-up before or after launching into destruction. The play set comes with one 1:64 scale HW Demo Derby Monster Truck plus three crushable cars. New to the Hot Wheels Monster Truck range is the new Glow in the Dark range, where kids can turn out the lights for glow-in-the-dark smashing, crashing and stunting fun. Each 1:64 toy truck has a glow-in-the-dark feature and also included in the Glow in the Dark range is the Epic Loop Playset.

Bruder 00353 676 3800 | www.bruder.de Bruder’s extensive range of ‘Just like the real thing’ cars, trucks, lorries, leisurecraft and more includes the latest Mercedes Benz Sprinters in a wide range of designs. Emergency service vehicles are pivotal to the Bruder range, and new for this year are the MB Sprinter Ambulance and MB FFW-90768 Fire Engine. The Bruder MB Sprinter Ambulance has numerous functions, realistic details which are key to ensuring play is both authentic and engaging. The included bworld paramedic figure can access the cab using the opening doors, while the new light and sound module, featuring various siren signals and lighting functions, means the ambulance can quickly and safely reach any incident. The paramedic figure can also gain access to the cutting-edge treatment area through the opening rear doors and side doors as well as the removable roof module. Any bworld figure can be safely transported on a height-adjustable stretcher which moves in and out of the vehicle, in line with Bruder's ‘just like the real thing’ motto. The value of this vehicle set can be enhanced with accessories set no. 62710, comprising a paramedic and patient, as well as the bworld Health Station. The MB FFW-90768 Fire Engine has been designed as an extremely manoeuvrable vehicle ideal for fires that are difficult to fight, in narrow oldtown streets for example. Bruder has ensured its model version of this emergency vehicles is equipped with a host of realistic and functional features. An extendable turntable ladder with rescue basket has been incorporated, along with a fully functional water jet with working piston pump, a water tank and extendable outriggers, various tool storage containers, as well as the light & sound module. The module has four different functions - engine noise, ‘Yelp’ signal, fire brigade and police siren - and is complemented by the bworld fire station set.

Toy World 50

Available Autumn 2022

/officialscalextric /scalextric scalextric.com

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Available Autumn 2022

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BATMAN and all related characters and elements © & ™ DC . (s22) • The “Lamborghini” and “Lamborghini Bull and Shield” trademarks, copyrights, designs and models are used under license from Automobili Lamborghini S.p.A, Italy. • Mr Bean ™ and © Tiger Aspect Productions Ltd 2021. All rights reserved. • Porsche, the Porsche shield and the distinctive design of Porsche cars are trademarks and trade dress of Porsche AG. Permission granted. • © Universal City Studios LLC and Amblin Entertainment, Inc. All Rights Reserved. • Chrysler, Plymouth, Dodge, AMC and related logos, vehicle model names and trade dress are trademarks of FCA US LLC and used under license by Hornby Hobbies Ltd. © 2022 FCA US LLC. • The BMW logo and the BMW wordmark are trademarks of BMW AG and are used under license. • General Motors Trademarks used under license to Hornby Hobbies Ltd. • The MINI logo and the MINI wordmark are trademarks of BMW AG and are used under license.

TV and Film Favourites

Available Autumn 2022

Hornby Hobbies Toys Catalogue available March 2022

Action Vehicles

Playmobil 01268 548111 | www.playmobil.co.uk | sales_uk@playmobil.de The successful collaboration between premium car brand Porsche and Playmobil continues in 2022 with a new edition of a real classic sports car: the Porsche 911 Carrera RS 2.7. The Playmobil Classic Cars series model is based on the first road sports car in the world with a front and rear spoiler from 1972 and, like its prototype, is bright yellow. It features the legendary body shape as well as aerodynamic details, such as the real spoiler known as the “ducktail”, and the rear-view mirrors and head lamp rings in a refined chrome look. The curved Carrera lettering on the side gives the classic car a particular elegance. The roof can be removed to insert Playmobil figures into the car interior, and the engine hood at the rear opens to reveal the 6-cylinder boxer engine. The presentation sign included also contains interesting information about the vehicle. The Playmobil Porsche 911 Carrera RS 2.7 will be available from 25th March.

Nikko Toys 07966 531 577 | www.NikkoToys.com 2022 will see Nikko Toys bring some new partnerships, as well as new products, to the vehicle aisle in the lead up to its 65th anniversary next year. With the introduction this year of the Nano Rock CrushR and the Nano VaporizR XT, Nikko Toys is putting its award-winning RC products into even more hands with their compact sizes and price points. The all-terrain vehicles boast such features as expanding wheels, an ability to drive on water, and in the case of the all new Dino Blaster, remote triggered projectile nets to catch deadly predators. From Road Rippers, two new trains for 2022 (with “O” and “G” gauge tracks) look set to deliver excitement with fun features and accessory vehicles. Also this year, Road Rippers will be introducing the iRacer, a new car and charging station that creates light displays, sounds, music and motorised actions. The Machine Maker brand welcomes new Mission To Mars vehicle assortments and play sets which allow kids to pilot the Shuttle or drive the Rover across alien landscapes. Kids can operate the Shuttle Launch set or plant and establish the Mars Base set to explore the stars. With Machine Maker, kids can mix and match the parts from any of the themes and assortments to create their own crazy vehicles.

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+44 (0) 0141 613 2525

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Action Vehicles

Hornby (Corgi) 01843 233 500 | www.corgi.co.uk As a brand, Corgi was built on the back of action-packed model cars and vehicles that featured incredible play value, and as such those models continue to hold a special place in the heart of those of a certain age. The brand’s long association with James Bond proved as strong as ever in 2021 thanks to the release of No Time to Die in cinemas, with the reimagined RT26101 Aston Martin DB5 release in nostalgic retro packaging selling out before the end of the year. Corgi’s 2022 range continues to embrace both the collector and nostalgia markets, while also featuring products that function brilliantly as toys. New introductions for the year from the James Bond licence include the ever popular CC04514 Lotus Esprit Submarine from The Spy Who Loved Me, which has been rereleased in new premium packaging. Featuring the most movie-accurate livery ever applied to the tooling, this classic toy features spring loaded steering vanes and propellors that deploy from the body, as well as a quartet of firing missiles mounted in the rear windscreen. More suited to the collector market, but also featuring some added value, is the newly tooled CC08401 Triumph Scrambler 1200 motorcycle from No Time to Die which will now boast sprung suspension and working steering. The Triumph Scrambler is now in advanced development, ahead of an expected release later in 2022. Other items in the James Bond range remain for 2022 as perennials, whether they be older items or newly released, such as the battle damaged CC04014 Aston Martin DB5 from the latest film. Demand far exceeded supply on this release, with more quantities arriving later in 2022 alongside the expectation that it will have to be reordered for many years to come. Looking further ahead, a return to the classic Corgi features of years past is being planned for several products in development for 2023 and beyond, dipping even more into the missile firing, spring loaded action that the brand has been known for, for over 65 years.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk From the brand-new Batman range to pre-school favourite Paw Patrol, Spin Master has something for action fans of all ages. Ahead of The Batman release, Spin Master has launched a selection of movie themed RC vehicles for fans to enjoy. Those looking for fast paced play will love the Batmobile Turbo Boost RC which features authentic styling from The Batman, a light-up engine and turbo boost speed. The vehicle can perform back wheelies, and kids can drive in any direction and race up to six vehicles at once without interference from up to 60 metres away with the 2.4GHz dual joystick remote control. The new movie Batcycle RC with fixed Batman figure features an easy-to-drive remote control and authentic details inspired by The Batman that bring the Batcycle to life. It's a great option for any Batman fan that wants to act out scenes from the new Warner Bros. Pictures film and race through the streets of Gotham City. For younger adventure seekers, Spin Master has an exciting new selection of vehicles from pre-school favourite Paw Patrol. The Rescue Knights transforming Deluxe Vehicles see Chase and the gang’s vehicles get a medieval makeover with dragon-inspired details and a rescue tool transformation. With everyone’s favourite pup’s vehicle to collect, each set also comes with a figure dressed in Rescue Knights armour. Fans can get their hands on the full range and let their imaginations create medieval rescues, like the ones from the hit TV show. The official Monster Jam Megalodon Storm RC features an authentic design and official BKT tyres. This 1:15 scale remote control Monster Jam monster truck can drive on water and any terrain with amazing performance and speed. Kids can pull off epic manoeuvres as they race left and right, drive forwards and reverse with the easy-to-use remote control.

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Action Vehicles

Hornby (Scalextric) 01843 233 500 | www.hornby.com www.scalextric.com

Building on a successful 2021, My First Scalextric continues to be popular among first time racers. The simple figure-of-eight track with coloured arrows and magnetic cars makes this the ideal starting point in terms of ease-of-use and is suitable for children 3+. My First Scalextric will continue to be supported by a combined TV and digital marketing campaign. With The Batman movie scheduled to hit the big screen this month, Scalextric will be supporting this with the ever-popular Batman vs Joker Micro Scalextric set. The set features two cars and four metres of track, with a single loop-the-loop and nine different circuit options to build. The Micro Scalextric range also features a Batman vs The Riddler set, featuring two character cars modelled on Batman and The Riddler. This set features over 3.5 metres of track, with nine track layouts which includes a ramp and the new lap counter booby trap track piece that flings an opponent off the track when someone wins the race. In addition, a new Batman vs Joker – The Race for Gotham City set includes Batman and Joker cars and 5.7metres of track plus two loop-the-loops and 12 different race circuit options, providing an alternative price point for retail. These sets will be supported with TV and digital marketing campaigns focused on capturing the excitement the set delivers for children, while separate influencer led campaigns will target the shopper. Capturing the most iconic TV and film franchises of the period is the Back to The Future vs Knight Rider set, aka the Time Machine vs KITT or Marty & The Doc vs Michael Knight. Partnering with Universal Brand Development, Scalextric has put these two famous franchises into one box. The set includes a circuit of Scalextric track and two detailed cars with working features including a working Flux Capacitor light and KITT’s strobing red light in the front grille. Both sets will be supported by a major campaign starting in the summer, targeted at millennial parents, fans of motorsport and pop culture. Scalextric has also expanded its film and TV range in 2022 with more iconic cars, including the Blues Brothers’ famous Bluesmobile and Mr Bean’s Do-It-Yourself Mini, along with a host of James Bond’s famous vehicles from across the eras.

Magic Box Toys 01403 251 286 | www.magicboxint.com Magic Box Toys is releasing 16 new cars and racers in its T-Racers range this July. The collectible mini-vehicles comprise mix-and-match components that let kids design and build their own cars. Each T-Racers pack comes with five individual blind bags containing the parts which make up the car: the front, cockpit, rear, wheels and the racer. By collecting all the different sets, with different vehicle pieces, kids are able to create more than 500 different car combinations, and unique to the Fire & Ice theme is special crystal effect detailing. The cars and racers will also sport ecofriendly packaging, helping Magic Box Toys to reduce single-use packaging waste across its portfolio by 85%. New T-Racers play sets will also be available across multiple price points, from summer. The T-Racers Dragon Loop is an acrobatic speed test where kids must dodge the Dragon’s hungry jaws by pressing the launcher with the right amount of force for Tiki Twist to avoid the mighty Dragon. If they make the full loop, they’ll win the cup, but should they fail to press the launcher correctly, Tiki Twist will be gobbled up. They need to beware the Dragon which can chase intruders, transforming himself into a wheeled vehicle, with hungry jaws. Dragon Loop will be TV advertised in Q4 ahead of Christmas, as will the X-Racer Turbo Truck and the Ultimate Race playset.

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D N A P U M E ‘ D L I BU DOWN

M E ’ E TAK E BUILDABL

OMISABL AND CUST

CUSTOMISABLE RC CARS

E RC C A R S

AS SEEN AT LONDON

TOY FAIR!

NIGHT HAWK 08 14 06 10 12 08

FALCON 04 02

10 16

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2. BUILD TRACK

3. RACE TO WIN

14 24 26 16

KM/H

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KM/H MPH

OF MOD COMBINATIONS

1. CUSTOMISE

THE RC CAR THAT’S DESIGNED TO BE DESIGNED BY YOU... RECHARGE

Hexbug has reinvented the RC Tuner Car with the fully customisable HEXMODS Pro Series Elite and Pro Series Elite Raceway.

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Offering 1000s of combinations of aesthetic and performance modifications, one racing chassis can be personalised with everything from decals and hoods to wheel trims and lights to suit your style! Upgrade tyres and suspension for different driving surfaces, change the motor and adjust the gear settings for speeds of up to 18mph. HEXMODS – build them your way and take down the competition! • For RC building enthusiasts of all ages (8+) • Performance upgrades — All-wheel drive, various tyre grips, gear configurations, swappable suspensions • Aesthetic — Decals, body modifications, working lights and underglow, suspension springs, spoilers • Exotic supercar body style, reconfiguration chassis • Hobby-grade 2.4 GHz remote for top level steering and play Li-ion rechargable battery in vehicle • 18 MPH • Includes over 20 ft of connectable barrier strips (Elite Raceway)

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Action Vehicles

Simba Smoby Toys UK 01620 674 778 | www.simba-dickie-group.de/en | sales@simbasmoby.com Simba Smoby Toys UK has an action-packed line-up of motorised, die-cast and RC for movie buffs in 2022. With The Batman movie hitting the big screen this month, fans can look forward to new 1:32 and 1:24 scale replicas to add to their collections this spring from Jada Toys’ collectible die-cast Hollywood Rides range. There are also new RC 1:16 scale lines to collect in the Fast & Furious collection Dom’s Dodge Charger and Brian’s Toyota – along with Light and Sound 1:18 scale die-cast cars with light-up headlights and engine sounds. FleXtreme invites kids to connect the flexible track pieces to build new circuits for motorised vehicles to race around. The track pieces easily fit together and are designed to be flexible, allowing families to run tracks all over the house. Latest launch, the FleXtreme Discovery Set, comes with 184 pieces of track, which build a circuit measuring 4.4 metres long. Each set also comes with one vehicle, an additional car body, and an entry/exit track. For kids who want to build bigger, there are Track Refill Packs, which add an extra 1.72m of circuit.

HTI Toys 01253 778888 | www.htigroup.co.uk From Mini Machines to Mighty Machines, Turbo City to Emergency City, HTI’s Teamsterz range has grown rapidly over the years. New for this year is Beast Machines: bright 3 inch, die-cast collectible vehicles, each a robotic hybrid of a scary creature. These design-led vehicles in contrasting colours include sharks, dinosaurs, spiders and scorpions, among other creatures. The highly detailed vehicles can be used across multiple play sets including the Serpent Strike and Dragon Destroyer track sets, Triceratops Transporter and the Monster Mayhem garage, which has been overtaken by monsters. Kids can watch as a giant dinosaur eats the die-cast vehicles at the top of the garage, before sending them down connecting ramps between levels. Other features include a working lift guarded by a beastly tarantula, rib cage tip launcher and a dino skull that traps cars as they try to escape from the garage. Also joining the Beast Machines line-up is the Robo Shark Transporter which has space to store up to 22 cars and features a carry handle for portable play. With lights and sounds, it has a built-in speed ramp, free moving wheels and a missile launcher. It is supplied with two die-cast beast machines, sea rescue vehicles and shark figures. HTI’s master toy partnership with iconic construction brand JCB spans over 20 years and, in addition to the classic JCB toy range, HTI is to be the new home of My First JCB, a pre-school collection of toys which will reach retailers this autumn. This new range, suitable for children aged 18 months and over, comprises soft, chunky vehicles based on the Joey JCB, Doug Dump Truck and friends characters, as well as two RC vehicles and a construction site garage, all supplied in the bright, recognisable JCB colours. With the My First JCB Construction Site, kids can help Charlie Crane pick up rocks and drop them into the rubble shoot, where Doug Dump Truck can be ready and waiting to load. After the successful launch of the Colour Change category last season, Teamsterz is introducing a new play set to the range. Joining the already popular Shark Bite and Croc-Bite playsets is Skull Mountain, a track play set with a slam launcher which shoots vehicles up a mountain, before being trapped by a skull and submerged into a water chamber, changing the colour of the vehicle. Once the vehicle is released by the jaws of the skull, down a ramp, it will change colour again in an icy cold pool. Each Colour Change vehicle features paint which changes colour when in warm and icy cold water. Emergency vehicles have been a staple in the vehicles category and with Emergency City from Teamsterz, children can fully immerse themselves into the exciting world of hero vehicles. The SOS Command HQ garage is just one play set within this range, supplied with several emergency vehicles including a fire truck, helicopter, ambulance and police car. This multi-level garage play set is packed with features, including a button activated tip launcher, speed response ramp, handheld microphone to call for emergencies, flashing lights and emergency siren.

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toys • jouets

spielwaren

BY BRU DE

EU ER

R DE

just like the real thing

MAN

ALPHA TOYS LTD Batchworth House, Church Street, Rickmansworth, Hertfordshire, WD3 1 JE Tel: 00353 67 63800 Fax: 00353 67 63801 E-Mail: info@alpha-toys.co.uk bruder.spielwaren

www.bruder.de

Action Vehicles

Bladez Toyz www.bladeztoyz.co.uk | sales@bladeztoyz.co.uk Bladez Toyz continues to create innovative toys across a growing portfolio of brands including Hot Wheels, with Monster Trucks leading the way. As the spectacular Hot Wheels Monster Trucks Live 2022 tour continues, hitting Glasgow in March, Bladez Toyz’ Radio Control range lets kids bring the iconic vehicles home. The line includes the awesome Boneshaker, fearsome Mega Wrex and ultra-tough Rhinomite. Each is available in three action-packed scales - 5”, 7” and the 11” supersize - with full function radio control and jumbo soft tyres ready to tackle the gnarliest terrain. The Gotham City Racer, fresh from scooping a Hero Toy award at UK Toy Fair, is the newest and largest addition to Bladez Toyz’ Batman range. With an impressive top speed of 30km/h and coming in at almost 50cm long, this vehicle features blue LED wheels, real rubber tyres and a proportional controller capable of delivering the ultimate Gotham driving experience. The complete the 2022 Batman Radio Control line-up, the range also includes the Batman Stunt Racer, which has super-grip tyres, a360º spin feature and LED headlights; the 1:28 scale Batman Racer and 2-channel RC Helicopter. All are available for autumn/winter.

Hexbug 01925 454 093 | www.hexbug.com New for 2022, Hexbug has reinvented the RC tuner car, with the launch of the fully customisable Hexmods Pro Series Elite and Pro Series Elite Raceway. Children can design their dream machine, with over 100 combinations of aesthetic and performance modifications to choose from. With one racing chassis, children can select from body styles, hoods, side skirts, bumpers, roof options, engine covers, spoilers and alternate rims to adapt the look. The car’s performance can be enhanced with upgrades such as all-wheel drive and a selection of swappable suspensions, steering, tyre grips and gear configurations. A choice of motor can ramp up the car’s speeds to 18 mph, while a street legal lights kit (including working headlights, taillights and LED under glow) will light up any circuit. Hexmods Pro Series Kits come with a hobby-grade 2.4 GHz remote which can be personalised for top level steering and play, plus the Raceway edition features a bonus of over 20ft of connectable barrier.

One For Fun 0141 613 2525 | www.oneforfun.com | sales@oneforfun.com As a distributor for Maisto and Bburago, One For Fun offers a wide range of diecast and RC vehicles featuring many brands from Ford to Ferrari. Maisto Tech RC had a great year in 2021 with the Cyklone RC motorbike, and this year the range has been extended to include the Cyklone Buggy, a RC car that has been specially designed for drifting. The wheel design features 32 individual rollers that allow the car to move in a range of unconventional ways, including along a diagonal path and sideways. As such, this 4WD remote control vehicle can execute drift and spin manoeuvres with ease. It also features a 2.4G rechargeable battery, working lights, and an intuitive pro controller. There is also the Cyklone Monster which has all the attributes of the Buggy but in the form of a monster wheeled truck. Also new is the 1:24 scale remote control model of the Mercedes AMG W12 Formula One car as driven by Lewis Hamilton in the 2021 F1 season. This model is extremely detailed, with all of the details from the original car clearly visible across the bodywork. The full function RC vehicle is simple to drive thanks to the intuitive controller included in the box. The Fresh Metal range from Maisto, a set featuring five diecast emergency vehicles in UK livery, has proved very popular and that continues into 2022. Emergency vehicles are also still available separately in assortments. New for 2022 from Bburago are more farm vehicles and extensions to existing ranges. The Bburago collection includes the famous Massey Ferguson brand as part of its licensed line up.

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TV ADVERTISED DIGITAL & SOCIAL MEDIA CAMPAIGN’S INFLUENCER & PR SUPPORT YOU TUBE WEBISODES For more information, please call 01293 222500 or email the UK Magicbox Toys team at: sales@magicbox-toys.co.uk

Action Vehicles

Flair 020 8643 0320 | www.flairplc.co.uk | sales@flairplc.co.uk Flair’s action figures range is to launch this July with two themed collections to build. The Action Heroes collection centres around mini figures with pop and swap head and body pieces, and double-sided faces. The range also includes play sets and action vehicles. Included in the police-themed Action Heroes world is the Police Car and Moto set, which comes with two free-wheeling vehicles and a Police Officer figure. The Police S.W.A.T truck comes with two figures – one police officer and one bad guy – and the set also comes with more than 15 accessories to create different scenes. Other vehicles in the range include the Police Segway, which comes with a police figure, police dog and accessories, as well as a Mini Police Helicopter. The dinosaur-themed Action Heroes world comes with its own collectible vehicle sets; each includes a dinosaur and a range feature, as well as fun accessories. There is the Quad and Dinosaur Set, as well as a Pickup with Dinosaur – a jeep-style vehicle with removable canopy.

ThreeSixty Group (852) 3408 2200 | www.threesixty-group.com tsgmarketing@threesixty-group.com ThreeSixty Group has taken the Sharper Image brand to new heights in the RC market by maximising play value with clever, fun and visionary designs. Sharper Image recently launched the Gravity Rover, the only Ceiling Climber RC in the world. Already a huge success, the small but powerful car has down force propellers allowing it to drive and climb on almost any flat surface at home such as carpet, windows and underneath tables. It can also be taken for a night time drive and spin as the car is packed with under glow LED lights. The Rage Series, from Sharper Image’s Dual Play RC range, remains a favourite, with the Road Rage Bumper Cars and Robo Rage; both are ideal for younger kids, who can use the vehicles to battle it out with their friends. Redlands Distribution is the exclusive distributor in the UK for the Gravity Rover, as well as other Sharper Image lines suitable for different age ranges: Dual Play, Stunt & Special Effects, Light & Sounds, All Terrain, Robotics and Drone categories.

Funrise Toys 01908 555 640 | www.funrise.com | salesuk@funrise.com Funrise Toys has partnered with video game developer Psyonix and will be launching the much-anticipated Rocket League remote control replica vehicles in autumn 2022. Rocket League enthusiasts will appreciate how customisable these replicas are, with over 100 detail options designed to make them look just like the fan-favourite vehicles from the game. Adding to the fun, the vehicles have souped-up features that allow them to perform stunts with ease so players can re-enact their top races, stunts and scenes over and over again. The feature item, Octane ZSR Smoke RC, is a fully functioning remote control replica vehicle from the game, modelled with realistic game-inspired features such as sounds, under-glow lighting and an illuminated smoke boost option that leaves opponents in the dust. This feature packed 2.4Ghz vehicle has instant torque and acceleration with a top-scale speed of 128kph. A Lithium-Ion rechargeable battery is included so kids will be able to charge their vehicle right out of the box via USB and get racing in no time. In addition to the Rocket League Octane ZSR Smoke RC, Micro RC, Micro RC Competition Pack, Light Blast Racer and Custom Racer RC vehicles are also available. New from Cat for autumn 2022 is the Little Machines Store ‘N Go Playset, which comes in a classic tin package that doubles as a carry case and play set. Opening the box of this 16-piece playset reveals two Little Machine vehicles, ramps, accessories and even a working crane. Also new, the Little Machines Jumbo Crane Playset features a transforming crane worksite, a large freewheeling crane, accessories such as boulders, road signs and cones, and comes with two Little Machine vehicles.

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Special Feature

Toy Fair Season

Toy Fair Season the future is wide open

The last two years have seen significant changes to the ways many of us have been used to working, and nowhere is this more evident than in the trade show arena. Toy Fair Season is changing, and based on a few interesting developments in recent weeks, there may be even bigger changes on the horizon. John Baulch reports…

or decades, the traditional January/ February Toy Fair Season has followed a similar pattern; toy suppliers and retailers from across the globe traditionally descend on Hong Kong in the first week of January to kick things off, with trips to London, Nuremberg and New York following over the next six weeks. Unfortunately, that time-honoured calendar has been massively disrupted by the pandemic. Not a single toy trade show took place in 2021, and the likelihood of the shows returning in 2022 was a hot topic of discussion throughout the course of last year. From an early stage, it was apparent that the Hong Kong Toys & Games Fair would not be coming back in 2022: the zero-Covid strategy backed by the Hong Kong government sadly rendered international business travel impractical for all but the most

essential trips. However, throughout the fourth quarter of 2021, the organisers of all of the other main toy shows repeatedly made public statements claiming that their shows would be going ahead. Despite their assurances, the toy community grapevine had been buzzing for months with suggestions that some of the major buyers wouldn’t be attending certain shows, while the turn of the New Year heralded a flurry of rumours about high profile toy companies making the decision not to exhibit. In the end, the steady succession of companies withdrawing their support left the organisers of the Nuremberg and New York Toy Fairs with little choice but to call their shows off. Thankfully, the London Toy Fair was able to go ahead, and the show proved to be everything we hoped it would be…and more. We have covered the

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show extensively elsewhere in this issue, but it’s worth adding that with all the other shows cancelled, there was a welcome bonus this time round, as many international attendees came along, not just from all parts of Europe as we had perhaps anticipated, but from further afield too. I liked the tale of two South American visitors who couldn’t speak a word of English, who were so keen to see new ranges after the New York show was cancelled that they made the trip and relied on the international language of toys being enough. I gather there would have been even more international attendees if the Nuremberg show had been called off earlier; by the time it was confirmed, it was too late for visitors from places like Russia and other countries to obtain the necessary visas. It was also interesting to see some major announcements which would traditionally have been held back to

Year Round TV & Pre-Roll

Special Feature

coincide with either the Nuremberg or New York Toy Fair being unveiled during the London Toy Fair. The following week should have seen Nuremberg Toy Fair taking place, but unfortunately that was not able to happen this year. A digital event ran in place of the physical show, but surely the saddest picture of the week was the one taken outside the entrance to the Messe, without a single person in shot. I felt for the Spielwarenmesse team, and hope we are all back in Bavaria next year. Whatever a few people might have suggested on LinkedIn, Nuremberg remains an excellent location for the show, with history, heritage and excellent facilities on its side. If you want ‘great weather’, book a holiday – we’re inside exhibition halls all day anyway, so the temperature isn’t really a major issue. Sure, they could do with sorting the hotel prices out, but hopefully that’s an ongoing conversation and, ultimately, not a deal-breaker for the thousands of exhibitors and visitors who flock to Nuremberg each year. Meanwhile, over in the US, it has emerged that the Toy Association is in the process of evaluating the future of its event program, and specifically assessing the future of the New York Toy Fair. The grandly titled Toy Fair Reimagination Project is said to be “looking at every aspect of Toy Fair, from timing and location to in-show experiences and content, to the Toy Fair brand itself.” So, in effect, there are numerous potential outcomes – so many, in fact, that I am loathe to speculate on what conclusion they might come to ahead of an announcement on the findings, which is expected in a few weeks’ time. An article in the New York Post posits the theory

Toy Fair Season

that the show could shift its timing – from February to the autumn – and could also shift to an entirely different location, thousands of miles away from New York. Or it could stay exactly where it is. Everything is up in the air. I don’t envy the Toy Association: it has hundreds of opinions, both from individuals and companies, to take into consideration. If my LinkedIn feed is anything to go by, there are many, many different views – all strongly held – and no one obvious solution that will make everyone happy. The massive retailers have different buying calendars to the rest of the retail channel, while the larger toy companies will have different timescales to SMEs. Then there is the fundamental question of the show’s central premise: it is a predominantly retail buying show, or has it evolved into an event that is equally aimed at media and analysts? And is the calendar for media coverage and analyst reaction the same as for retail buyers? There are a lot of potentially conflicting views to factor into the decision-making process, along with some powerful vested interests, especially when you bring the LA Show into the equation – it’s far easier for that ‘group’ of toy companies to reach a decision, as it is driven by a couple of the biggest suppliers, with other companies located nearby tagging along for the ride. It will be fascinating to see which way the Toy Association leans – and what the consequences are for other global toy shows as a result. If the show does move to the autumn, that would represent a seismic change to the Q1 Toy Fair Season, especially as many US-based companies traditionally hold launches and announcements back until the New

Toy World 66

York show in the middle of February, which doesn’t always help their European operations to make the most of the London and Nuremberg shows. Another big Toy Fair Season change could come from the other side of the world, with events in Hong Kong in recent weeks exacerbating an already contentious situation. Essentially, the zero-Covid strategy aggressively pursued by the Hong Kong government has hit a massive bump in the road – there has been a huge surge in cases, over 4000 a day for the first time since the pandemic began. Basically, zero-Covid hasn’t worked – prompting the government to…double down on the zero-Covid strategy. No, I don’t quite get it either. One Hong Kong lawmaker allegedly said that anyone advocating a ‘live with Covid’ approach should be charged under the controversial national security law, likening it to “starting biological warfare.” Contrast that with the announcement that here in the UK, it may not even be a legal requirement to isolate if you test positive from this month. So, what is the upshot for international visitors? Well, given that the toughest social distancing rules yet were brought in after the latest surge in Covid cases, the opening of the Hong Kong border and the lifting of quarantine restrictions for international travellers seems further away than ever. Hong Kong companies are apparently finding it impossible to recruit international staff, while expats are said to be leaving in their droves (with limits on more than 2 people meeting in a pub, you can see why…). Several toy people who live and work in Hong Kong took to social media to say that these latest developments make the October trip highly unlikely, and even wonder whether the January ’23 trip will be feasible. There is, however, a counter-argument – namely that this surge in cases might finally encourage more locals to get vaccinated. You can’t even get into some shops without a Covid pass now, so this might be the push the territory has needed to boost vaccination numbers, which ultimately will drive when the territory can re-open to the world. Let’s hang on to that hope – because if not, the first and possibly the last shows in Toy Fair Season may not actually take place next year. That would certainly make it a very different couple of months at the start of the year…a major recalibration. Indeed, there is even the possibility that the whole calendar undergoes a radical shift (more thoughts on that as and when we know what’s happening). Either way, for the same reason that many consumers still prefer to buy toys from ‘real’ shops rather than online, the vast majority of buyers prefer to make their selection decisions having seen the products in the flesh. I don’t see that changing any time soon, which is why I firmly believe that toy shows have a viable future. People want to be able to come back to Hong Kong. They want to congregate in Nuremberg and New York as soon as virus conditions allow them to do so. I appreciate we all said this a year ago – but hopefully by the time that Toy Fair Season ’23 rolls round, the pandemic will be well and truly behind us…or, at least, Covid will have turned from pandemic to endemic, and the world will have learned how best to live alongside the virus - and Toy Fair Season can return in all its glory. Stay tuned - we’ll keep you posted on further developments with all the global toy shows over the coming months, as and when details are announced.

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Feature

Science & Nature

Developing

expertise

The Science and Nature category is booming as the thirst for knowledge about the world we live in continues. Sam Giltrow investigates how learning can be made fun.

he demand for toys that mix fun with educational benefits has shot up in recent times and nowhere was this more evident than at the recent London Toy Fair, where there was a huge focus on the STEM category, including science and nature related toys. And rightly so, as you only have to look at the viewing figures that Sir David Attenborough amasses as he delves into our oceans and rainforests for his fascinating TV programmes, to realise that people love to know why things are and what make things work. It is this quest for knowledge, combined with a sense of fun, that has sparked something of a surge in the STEM category. Predicted to have increased by more than $914.37m from 2019 to 2023, according to global research company Technavio, much of this growth has happened in the last two years, particularly among girls. And it was great to see such a wide offering at Toy Fair, with STEM toys featuring in the Fair’s list of 23 Hero Toys for 2022, as selected by industry experts.

Many parents and relatives buying toys, it seems, want more than just something that will keep children amused for a while. They want an educational aspect too, as Katharine Spence, owner of Wigwam Toy Shop in West Dulwich, London tells Toy World. “There has been noticeably more demand for STEM toys since the start of the pandemic,” she says. “They are becoming especially popular for gifts; parents and grandparents like to buy something that is educational but fun at the same time. There’s such a variety on offer now that we can stock a really good selection across a wide range of price points.” The pandemic has certainly acted as a catalyst for innovation in educational toys, not only due to the long periods of time away from school, but also with the slow start in re-implementing practical science lessons due to Covid restrictions. “Children learn best by doing and during lockdowns and school closures, they missed out on the experiential learning and play they would normally have engaged in at school,” says Simon Tomlinson, head of marketing EMEA at educational

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toy company Learning Resources. “Many STEM concepts are abstract and tricky for young children to grasp. Our hands-on STEM toys encourage traditional play and discovery, helping families bring the concepts children were learning through on screen lessons to life in practical ways at home.” Learning Resources offers a huge range of science-related toys, and one of the areas which has seen the biggest demand is coding. Despite the UK making significant progress in establishing coding as part of the curriculum, the teaching of coding in primary schools was significantly reduced during the pandemic. “Our STEM product category has been boosted by the introduction of the current computing curriculum in primary schools, which now sees children as young as five learning the basics of computer science and coding. The resulting growth has raised the profile of Learning Resources as a brand and our STEM toy sales increase year on year,” says Simon. In particular, Learning Resources has experienced demand for its range of interactive coding robots,

Feature

Science & Nature

which offer the ideal combination of toys that teach while being fun and engaging to play with – a vital mix in any STEM toy. With the exception of the range’s new Artie Max, all of the interactive coding robots are 100% screen-free and designed for learning through traditional hands-on play. “It’s been a strong category since launch, however there’s been a distinct increase in consumer interest over the last two years as families looked for ways for children to learn through play at home,” Simon says. “This is important to parents with children of all ages, however the best response has been from parents of younger children who are looking for toys that teach STEAM and coding but are concerned about an increase in their children’s screen time.” Robots also feature in the science range from Great Gizmos, with its KidzRobotix line following the national curriculum. The company has seen huge growth in its other, newer ranges including STEAM Powered Kids and Green Science, which has recently benefited from a huge packaging overhaul. Its concept of teaching kids about renewable energy is a hot topic, says sales director Sarah Dayus. “We are always keeping an eye out for new trends and keep up to date with the national curriculum. Our whole ethos is about learning whilst having lots of fun, whether that be in science, technology, engineering, art or maths,” says Sarah. “This is what our range has always been about, and we feel we do it really well. Each of our kits is carefully designed so children can make something which they can be really proud of, while learning along the way.” She emphasises the need to balance the fun and educational side of science-based toys, something which Great Gizmos has been doing for 25 years now. Since the start of the pandemic, the company has seen huge growth in its science kit ranges, including its KidzLabs range. New to the range is the KidzLabs Colour Mixer, which includes 18 scientific projects and is all about water science and experimenting with colours and lights to create cool effects, while

the KidzLabs Giant Magnetic Compass encourages children to discover the magnetic power of the earth and involves building a 30cm compass, making it perfect for science projects at home or at school. Keeping learning fun is something which is vital for any educational science toy agrees Brainstorm, which takes science into homes with its niche range of STEM plus room décor. “In our opinion, fun has to come first. If an item is not fun, then 99% of the time you will have lost the child already, along with any educational objectives you might have wanted to realise,” says sales and marketing director Nick Saunders. “We are extremely lucky to have a great product development team behind our home brands. When it comes to progressing ideas, the selection process is ruthless and only the most exciting items that represent excellent consumer value make it through.” Brainstorm offers a wide range of products that help children learn about different aspects of science and nature and one of its new products for 2022 is My Very Own Cloud, a relaxing and enchanting cloud nightlight that appears to float on a clear stand and teaches children about the forces of nature. The product features three settings with colour changings lights and the sounds of gentle rain and thrilling thunder, while there is also a secret code which unlocks fascinating information about clouds on the Brainstorm website. Brainstorm’s nature theme is extended with its Outdoor Adventure sub brand, an area which has seen a surge in popularity. The products are great for kids on the go, and include a Bug Viewer, Compass, Binoculars and Camping Projector. “Parents yearn for screen down-time and this product set encourages and enhances the fun that children can experience by exploring the world around us,” adds Nick. Brainstorm also piques children’s interest in the outdoor and nature with its hugely successful range of Eugy buildable card animals. Fun and educational

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facts are printed on the cards from which the pieces are pressed out to build the animals, so nothing is wasted. By the end of 2022, Brainstorm expects that all of the stock will be made with FSC sourced papers for the product and the packaging, with the aim of having a fully sustainable product. Another Brainstorm product which teaches children about nature is Aqua Dragons: real live aquatic creatures that kids can hatch and grow to learn about life cycles. The educational kit comes with food, eggs and instructions that allow children to see Aqua Dragons form in as little as 2-3 days. As with science-based toys, there has been an increasing focus on nature, with manufacturers recognising children’s thirst for knowledge about the topic. “We have noticed this trend and have reacted with some new products focused on animals, nature and the planet,” said Great Gizmos’ Sarah Dayus. New for 2022 is the KidzLabs Creepy Crawly Digging Kit, which allows kids to dig through plaster ‘rock’ to unearth a bunch of creepy crawly bugs which can then be mounted onto the included specimen cards, so children can learn cool facts about them. Also new to the STEAM Powered Kids range is Earth Science, with which children can learn about the natural power of the earth and experience the fun of geological science, creating a volcano, mining for crystals and creating their own unique crystal collections. As much as being fun, learning about and spending time in nature is also vital for children’s development and wellbeing, according to Learning Resources’ Simon Tomlinson, and we were reminded of the importance of this during the lockdowns. “I am certain kids are yearning to get outside and play, discover more about what is around them and return to just the basics of exploring and getting their hands and knees dirty with their families and friends,” he says. To help families learn at home during this time, Learning Resources set up a home learning hub on its website with free resources and activity sheets, which included a section on outdoor learning and play. “This remains some of the most popular content accessed on our website and is still available free of charge to families and teachers to add value to our product offering,” explains Simon. Innovating to keep children interested is also key, he says, and each year Learning Resources launches up to 100 new educational toys, games and teaching resources across multiple categories including Science and Nature. “The ongoing innovation in product development means our company is in tune with changing consumer demands and is well poised to adapt to changes in the market,” he adds. There’s a whole raft of science and nature products scheduled for launch this year to excite and educate children. Bandai’s National Geographic sets offer children aged 8+ the opportunity to engage and experiment with real-life specimens while learning through hands-on edutainment, while a core focus for Clementoni in 2022 is its Junior range, aimed at children 5+, which includes Science Apprentices: a multi-experiential kit containing experiments for playing with colours, weights and sizes. Younger children also have the chance to transform their homes into fun-filled laboratories with Galt Toys’ Giant Science Lab, a bumper science set featuring 30 fascinating experiments, while a key focus for Vivid Goliath’s Science4you is the growth of its Eco-Science range, which puts the environment, sustainability and learning to the fore. There really is something for all ages – check out our Science and Nature round-up over the next few pages to see what lies in store for the year ahead.

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Primary Science® Jumbo Magnifiers (Set of 12)

5-in-1 Outdoor Measure-Mate™

Primary Science® Big View Bug Jars (Set of 12)

Supported with instore merchandising graphics and retailer offers For more information, contact your Learning Resources Sales Manager, call 01553 819380, email sales@learning-resources.co.uk www.learningresources.co.uk

Science & Nature

Brainstorm 01200 445 113 | www.brainstormltd.co.uk Brainstorm offers a wide range of products that help children learn about different aspects of science and nature. The brand-new My Very Own Cloud is a relaxing and enchanting cloud nightlight that appears to float on a clear stand. It features three settings: mode one plays the sound of gentle rain against the backdrop of colour changing lights, mode two features atmospheric colour changing lights to magically illuminate the room and mode three brings the force of nature with thrilling thunder sounds and lightning effects, so children can listen to the storm while staying cosy and warm in bed. My Very Own Cloud also features an auto-shut off for a soothing way for children to drift off to sleep. A secret code unlocks fascinating information about clouds on the Brainstorm website. Night Sky was a huge success when it launched at the end of 2021. The small projector is able to project awe-inspiring, pin sharp images up to nearly four metres wide, including the moon, solar system, constellations and 20,000 stars in the night sky. Zoetropes are classic animation toys that have entertained people for many years and Brainstorm’s own version will fascinate a new generation. Children can see images come to life by placing an animation strip into the Zoetrope and spinning it. There are 18 different animation strips to watch, and children will also enjoy creating their own version thanks to six draw-your-own strips also included in the set. Fun facts about the classic toy and the science behind them can be unlocked on the Brainstorm website using the secret code. Aqua Dragons are real live aquatic creatures that help teach children about life cycles and kids can hatch and grow their Aqua Dragons in the ever-popular Underwater World habitat. The educational kit comes with food, eggs and instructions that allow children to see Aqua Dragons form in as little as 2-3 days. The Outdoor Adventure range takes a fresh look at traditional STEM toys with a Microscope, Telescope, Compass and an Outdoor Monocular to name a few items within the range. Each product is sturdy and chunky, making it easy for little hands to grip when they are exploring nature.

James Galt 01614 289 111 | www.galttoys.com | mail@jamesgalt.com The Science range from Galt Toys offers children the chance to transform their homes into fun-filled laboratories complete with enriching hands-on experiments and activities. Budding scientists can discover chemistry, biology, astronomy and more with the Explore & Discover range, designed for ages 5 and up. The Giant Science Lab is a bumper science set that features 30 fascinating experiments. Aspiring scientists can explore chemistry by powering a clock with an apple, investigate biology by examining their fingerprints and discover fantastic physics using mysterious magnets. There are also several smaller sets that are ideal as gifts or party favours, such as the Dino Lab and leafy Nature Lab, with seeds to grow and fun activities to teach children about the natural world around them. The Horrible Science range is based on the best-selling books written by Nick Arnold and illustrated by Tony De Saulles and features such gruesome sets as Ugly Bugs, Creepy Crystals and Bouncy Eyeballs. The Bulging Box of Experiments is overflowing with fiendishly fun activities, including a 52-page lab notebook and a Horrible Science lab coat and safety goggles. Kids can learn how to make chaotic chemical cocktails, dig up some ferocious fossils, investigate how planes fly, blow up a volcano and create a beastly bar of soap with a creepy-crawly surprise. The very first Horrible Science game, Germ Attack!, challenges players to beat germs in a ruthless race to the heart. The game, for 2-6 players, is designed to teach children fun and foul facts about germs and the human body.

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Science & Nature

Great Gizmos 01293 543221 | www.ggtrade.co.uk | sales@greatgizmos.co.uk Great Gizmos has plenty to offer in the Science and Nature categories and has recognised the subjects’ increasing popularity with new additions to its ranges for 2022. Each kit is designed for children to learn and have fun at the same time. New to the KidzLabs range is the KidzLabs Colour Mixer, which includes 18 scientific projects and is all about water science and experimenting with colours and lights to create cool effects. KidzLabs Creepy Crawly Digging Kit allows kids to dig through the plaster rock to unearth a bunch of creepy crawly bugs which can then be mounted onto the included specimen cards, so children can l earn cool facts about them. KidzLabs Giant Magnetic Compass encourages children to discover the magnetic power of the earth and involves building the 30cm compass. It is perfect for science projects at home or at school. In the Crystal Growing Range, Crystal Growing kits are available in Red, Blue and Green. The kits contain everything needed to grow different colour combinations and are a great way to introduce chemistry to children. As they watch the molecules within the liquid pull together in unique patterns, budding scientists can find out about saturated solutions, how particles behave in water and the ways crystals form. Each of these kits contains a space capsule display for the grown crystal to sit on. New to STEAM Powered Kids is the bumper Space Exploration kit. Children can build and paint a solar system planetarium, construct a space projector and enjoy a spectacular space themed slide show. Also included are glow in the dark stars and a giant poster. New to this range is Earth Science, with which children can learn about the natural power of the earth and experience the fun of geological science. Kids can create a volcano, mine for crystals, create their own unique crystal collections and much more.

Learning Resources 01553 819 386 | www.learningresources.co.uk | sales@learning-resources.co.uk Learning Resources offers a range of engaging science toys and kits that help children learn about science and nature through hands-on exploration and play. All Learning Resources products are created in collaboration with experts to spark children’s natural curiosity, engage their attention, and provide an educational benefit while being fun. The wide variety on offer includes the best-selling and award-winning GeoSafari range, which are visually appealing science and nature toys. Toys in the GeoSafari range are designed to be fully functional science tools that encourage children to learn about the world through active exploration and play. They’re eye-catching, easy for children to use and enjoy, and made from durable high-quality materials. Notable products include the award-winning GeoSafari Jr. My First Microscope, a realistic working microscope for ages 3+, GeoSafari Jr. Kidnoculars, which are binoculars made for young children ages 3+, and the multi-award-winning GeoSafari Jr. Kidnoculars Extreme for ages 5+, which are binoculars with built-in audio so children can hear what they see. Other science and nature toys in the Learning Resources product range include the award-winning 5-in-1 Outdoor Measure Mate: a versatile measurement set which is ideal for play-based learning outdoors and complements the GeoSafari products. Learning Resources will continue to support the science and nature category with an ongoing integrated marketing campaign. Included will be the Joys of Outdoor Learning trade marketing assets, which will be available for the spring/summer season to trade customers, who can access these assets and more via Learning Resources’ Marketing Resource Centre. To create awareness with consumers, Learning Resources will run digital advertising, social media campaigns, influencer collaborations and PR activity, both ahead of and during the outdoor toy sales period.

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Making Science

Fun!

At SmartLab Toys, each kit comes with a kid-friendly learning guide packed with solid science. The concepts presented are based on established scientific principles and fact-checked by experts. Better yet, our science-based activities make science FUN!

SmartScan

Voice Tech Teaches You All About Your Body!

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View our full range of SmartLab Toys at SmartLabToys.com. To contact SmartLab sales, please email salesuk@quarto.com.

Science & Nature

Mojo Fun 01422 413674 | sales@mojofun.co.uk After a very successful launch at the recent London Toy Fair, Mojo Fun is looking forward to a successful year ahead with its animal figurines. The 2022 range features several new models specifically designed for the British market including a Barn Owl, Peregrine Falcon, Golden Eagle and the most quintessential of all things British, the British Bulldog. Widely available from mid-April, these introductions complement an already extensive range of products which includes animals and dinosaurs. New figurines for 2022 also include a Woolly Mammoth, Arctic Wolf, Lusitano Horse, Red Panda, a Coelacanth (the world’s oldest fish), Fennec Fox, Wedge-tailed Eagle, Gypsy Vanner horse, Tasmanian Devil and a Brumby Mare and Stallion. Many of the designs are driven by children’s interest in nature as well as annual trends for certain animals. The figurines are hand-crafted and capture the spirit and personality of every animal. Every figurine is designed and hand-sculpted in the UK, before being expertly hand-painted by the production team using quality materials that ensure the highest global safety standards are exceeded. The company is currently working on making its products more environmentally friendly; from spring 2022, all figurines will come in compostable poly bags, with paper tape and labels instead of laminated ones. The company’s January London Toy Fair offer has been extended to the end of March, so retailers spending £750 will receive a free 1 metre POS Display plus a free Key Chain Display containing 72 assorted Keychains with a retail value of £200+. Mojo Fun’s UK showroom is now open, and anyone wishing to visit can email or call for an appointment – get in touch using the contact details above. Mojo Fun is also working with the OSS team, which will represent the company in both the UK and Ireland to manage and merchandise retailer’s stands. The sales contact for OSS is Hilary Larter, email hilarylarter@ oss-ltd.co.uk or call 01904 425457.

Clementoni 020 3206 1397 | www.clementoni.com The Clementoni Science & Play range gives free rein to children’s imagination and creativity while teaching the principles of science in a simple, engaging way. Each set has been developed to spark children’s curiosity and help them understand the many natural phenomena of the world by means of direct experimentation. By learning about the great scientists in history with experiments and discoveries in Physics, Chemistry, Botany, Astronomy or Anatomy, kids will learn to observe phenomena and make assumptions, which they can then either verify or disprove. Each kit is packed with scientific concepts and practical experiments plus step-by-step guides that will facilitate learning and give kids, and parents, insight into the reasons behind natural phenomena. A core focus for 2022 is the Junior range, aimed at children 5+ including Science Apprentices: a multi-experiential kit with specially designed components that encourage children to be independent during the various play experiences. The set contains experiments for playing with colours, weights and sizes, creating plenty of solutions, discoveries and lots more. Amusing video tutorials with nutty scientists guide the child’s experimentation process and keep things fun. Discovering Nature provides fun and games outside among nature for budding explorers. A special case contains essential accessories including a pair of birdwatching binoculars, a magnified bug viewer and plaster casts for taking animal footprints, as well as cards packed with information about nature. For children who dream of becoming Vets, the Veterinary Kit set contains a super soft plush dog to take care of and all the essentials for doing so, including a stethoscope, bandages, gauzes and a special collar. In addition, there’s a video tutorial with an amusing vet who will guide the children through how to look after their furry patient.

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Science & Nature

Build Your Own 07484 543387 | www.buildyourownkits.com Jason@paperengine.com Paper Engine is the creator of Build Your Own, an award-winning range of eco-friendly children’s STEM-inspired toys that children can build themselves. Build Your Own’s newly launched robust cardboard Binoculars are lightweight and ergonomically designed and encourage the whole family to explore. Perfect for bird watching, nature walks, observing wildlife and more, kids will be amazed at what they can see with the 6x magnification, and with a central focus slider and eyepiece focusing for finer adjustments, image quality is clean and sharp. The kit comes with a handy tripod stand to rest the binoculars on when they’re not in use and there are also nifty slots in the stand legs to stash the lens caps while children are busy observing. Build Your Own’s new Endangered Animals Mini Builds are a set of four eco-friendly kits that children will have great fun building with grown-ups. They are an addition to the hugely successful Series 1 Mini Builds kits, launched in 2021. Made from 100% sustainable cardboard and paper, there are four endangered animals to collect – White Rhino, Snowy Owl, Mountain Gorilla and Hawksbill Turtle, each with a unique moving action. Each kit comes with a press-out fact stand to help children find out more about the species. There is also an information card to educate on the threats to these animals and the work of conservation organisation the World Wildlife Foundation (WWF). For every Endangered Animals Mini Builds kit purchased, Build Your Own donates a percentage of the profit to the WWF. Build Your Own’s growing range of toys are suitable for children eight years+ but are best enjoyed as a family experience. Assembled using simple slot-together techniques, there’s no glue and no mess and everything needed is provided in the kit. Build Your Own kits are made from high-quality, sustainable materials with minimal plastics, and the eco-friendly packaging is 100% recyclable. Each of Build Your Own’s new product launches will be supported with marketing campaigns in 2022 including digital, PR and social media activity plus much more.

Bandai UK 020 8324 6160 | sales@bandai.co.uk | www.bandai.co.uk Continuing with one of its most successful long-term licensed partnerships, Bandai has unveiled plans for new product launches and marketing activities within its range of National Geographic kits. Bandai’s National Geographic sets offer children aged 8+ the opportunity to engage and experiment with real-life specimens while learning through hands-on edutainment. Honouring its commitment to give back 27% of all licensing proceeds to the National Geographic Trust, Bandai is continuing to support the organisation’s work within the areas of Science, Exploration, Conservation and Education. A calendar of new product launches has been devised to keep the range fresh and exciting, including a robust collection of dig, large, experiment, crystal, rock & mineral, sand and slime based kits. The range has undergone a packaging refresh to remove all plastic, and the new, optimised retail packaging has been designed for greater impact on-shelf while clearly displaying the contents of each kit, allowing for immediate and informed consumer consideration. New kits will be introduced for autumn/winter. Igniting a passion for, and an interest in nature and the planet, Original SeaMonkeys allows children to hatch, grow and nurture their very own ‘pets’ in the form of miniscule hybrid brine shrimp. Encouraging responsibility for other living organisms, the Sea Monkeys are available in a choice of themed, colourful tanks, bringing a taste of the ocean directly into the home. The Sea Monkeys range currently consists of a seven-tank assortment with renewed plans for continued development of accessory lines to provide a wider choice on shelf and extended brand experience. Bandai UK is introducing a new impulse/treat option purchase to the line with the addition of the Mystery Eggs. Allowing consumers to experience and grow their Sea Monkeys colonies repeatedly, each egg contains everything needed for adding to existing tanks to continue the Sea Monkeys journey. Both the National Geographic and Sea Monkeys brands will be supported with full marketing campaigns, including TV, digital, social and kids-focused media.

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deluxe, hand-painted figurines @mojofuneu Mojo Figurines www.mojofun.co.uk

MOJO FUN LIMITED 2 The Chapel, Scout Road, Mytholmroyd, West Yorkshire HX7 5HQ Tel: 01422 413674 Mob: 07971 268054 sales@mojofun.co.uk

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Science & Nature

Quarto Group 020 7284 9300 | www.smartlabtoys.com | salesuk@quarto.com Since its launch in 2018, the Tiny Science! Range from SmartLab Toys has enjoyed great success. With Tiny Gardening! kids can enjoy gardening at their fingertips with a miniature desktop greenhouse and tiny gardening tools – all they need to add is soil, water and their choice of seeds. The 48-page illustrated science activity book teaches young botanists to watch plants breathe, extract DNA from fruit and discover the effects of acid rain, gravity and light waves on plant growth. Growing and nurturing seedlings in the tiny greenhouse inspires creativity, responsibility and a lifelong wonder of nature. Tiny Circuits! is a miniaturised version of the best-selling Smart Circuits kit and features a minimicroprocessor, three LEDs, a speaker, battery box and two push buttons to build glowing circuits, play electronic games and create funny sound effects. Kids can discover how small the tiniest ball of slime they can make is with Tiny Science!, a miniature science lab featuring 20 precision science instruments in a custom case. Kid can mix up tiny chemistry experiments in teeny beakers, test tubes and flasks and peer at tiny specimens through the miniature magnifier. Also from SmartLab Toys is Bug Playground, in which kids can build a bug wonderland. Young entomologists can use the bug catcher to get creepy crawlies into the mini funhouse, and there’s an accompanying booklet featuring bug activities and tips for caring for bugs until they are released back into the wild. For taking a more in-depth look at humans, the Ultimate Squishy Human Body is a robust 16-inch-tall anatomy toy featuring removable squishy organs, articulated joints and an interactive electronic sound module. Sculpted from a medical model of a real body, the Ultimate Squishy Human Body is composed of 10 removable squishy organs and 15 other removable bones, muscles and organs.

Twin Science & Robotics 0744 144 01 93 | www.twinscience.com | sales@twinscience.com Twin Science & Robotics’ Twin STEM kits are available in 35 countries, have helped 1,200 schools and reached over 620,000 children aged 5-14 years. The kits also enable thousands of home-schoolers to learn STEM disciplines, such as robotics, coding and AI, through the variety of hands-on projects. Twin’s Lego-compatible STEM kits have different concepts for different interests, such as the Robotic Art Kit, Coding Kit, Curiosity Kit, the Aviation Kit - co-developed with Boeing, the Autonomous Vehicle AI Kit - co-developed with Ford, and the Education Pack for schools and workshops. The kits are fun, interactive and encourage quality family time. Twin Kits consists of electronic modules that can be attached with magnets, so there’s no need for risky welding processes. There are 25 different electronic modules such as a DC Motor, buzzer, button, and proximity sensor, and all boxes contain selected Twin modules, art and craft materials and guidelines. The kits provide STEM education from basic to advanced levels with a hands-on approach. Through the modules and fun sample experiments, children can learn step by step, play with modules and make an infinite number of creative projects like parking sensors, smart cars, waving robots and flashlights. The guidebooks provide more than 10 sample projects for children, and they can explore more in the Twin App. The supplementary Twin App offers a hybrid opportunity for children with more advanced learning ability. While the kits offer sample projects, the app allows children to explore interactive games and discover which kits their peers have enjoyed and shared. The content of all Twin products has been developed under the guidance of UCL and Imperial College London and aligned with the United Nations Sustainable Development Goals. The products are based on a ‘double-winged’ approach that equips children with both STEM skills and conscientious thinking skills.

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Science & Nature

Vivid Goliath 01483 449944 | www.vividtoysandgames.co.uk The Science4You range continues to appeal to parents wanting to balance STEM education with a play experience for kids. The range offers inspiring, fun and educational science kits across a variety of classic and innovative new themes, whether kids want to understand more about the human body, explore space, or learn what it takes to become a vet. Protecting nature is top of the agenda with Ocean Rescue, new for autumn/winter 2022. This set invites kids to become a ‘Sea Guardian’ by embarking on an adventure to save the ocean. Along the way, they’ll discover more about the impact of pollution on marine life and our future by mimicking the effects of oil spills on sea birds and other marine animals. Young scientists can also simulate increasing acidification and water temperature to see how it affects corals and other living beings, as well as create an ocean in a bottle. A key focus for Science4you is the growth of its Eco-Science range, which puts the environment, sustainability and learning to the fore. Children can learn about renewable energy, plants, weather, climate change and much more. Science4You also lets kids travel beyond earth’s atmosphere as they become a spatial engineer and lead their own space mission. Budding astronauts can watch as their rocket flies 15m in the air with Super Rocket Launch, which also teaches how chemical reactions cause blast-off.

Lisciani www.liscianigiochi.com | Paul@allin1products.com Lisciani has three decades of experience in designing, developing and manufacturing educational toys including a portfolio of science kits. The I’m a Genius range is one of the company’s most established and successful brands and includes a wide range of fun, experimental sets to support learning at home. Aimed at children aged 8-12 years, who are taking their first steps into the world of science and scientific method, the collection covers all scientific bases: from learning about magnetism to studying electricity, all the way through to botany, geophysics, meteorology and more. Fun, and safe, top picks in the I’m a Genius range include Science at Home Magnetism, Science at Home Electricity and The Super Laboratory of 101 Experiments. With Science at Home Magnetism, children can learn how magnetic fields and magnetism work using objects easily found around the home. There are more than 50 scientific experiments to try out, using the kit’s exclusive magnifying lens charm. The Science at Home Electricity kit teaches children about how electricity works, through 50 plus fun experiments that make use of everyday objects and the included magnifying lens charm. Meanwhile, the Super Laboratory of 101 Experiments is ideal for budding scientists. Botany, Geophysics, Chemistry, Physics, Earth Sciences and Meteorology are just some of the branches of science around which the experiments in this large laboratory revolve. This set comes with a detailed, illustrated manual, as well as the stickers and materials needed to create a science map.

The Source Wholesale 01306 646 885 | www.thesourcewholesale.co.uk sales@thesourcewholesale.co.uk Kids can discover the fascinating world of robotics with Xtrem Bots, from The Source, which are designed to enhance STEM skills through fun. For ages 5+ there is the My First Programmable Robot, while those aged eight and over will enjoy the Build, Code and Play construction kits. Children can learn about and put into practice the basic notions of programming through constructing the robot, problem solving, and creating the robot’s own unique movements and emotions in a fun, engaging way. The robots can be controlled in different ways whether it’s with R/C, programming their movements with the easy-to-use interactive App (which offers additional learning through quizzes and videos), or by hand gestures with Smart Control. Each robot has its own unique play pattern offering different interactions based on its theme, whether it’s blue lights and sirens with Police Patrol or Spy Bot, shooting missiles with Elite Trooper, or visiting the moon with the Astronaut Robot. Xtrem Bots offers Build, Code and Play construction kits with Mazzy, Robo Truck and DinoBot, which enable kids to build their robot from scratch. Once built, they can play with their modes based on their character, programme different actions and build their own obstacle course. Stock will be available from April 2022.

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Science & Nature

Toynamics UK & Ireland 0116 478 5230 | www.toynamics.co.uk sales@toynamics.co.uk Hape offers retailers a range of science and nature toys across a variety of ages and price points. The brand ensures all its toys have an educational benefit, and the new Human Body Puzzle is no exception. This 50-piece paper anatomy puzzle is an ideal way to teach kids aged four and over about the human body while encouraging a love of biology and the natural world. Children can complete the jigsaw and then find a place for the 10 extra body parts including the brain, lung, heart and small intestine. The set comes with a double-sided poster featuring fun facts about the human body and can be neatly packed away in a little suitcase. The best-selling Hape Junior Inventor sets let kids as young as four explore the basics of physics and learn how scientific principles apply to the real world by allowing them to interact with mechanical phenomena. Every set features child-friendly pieces which are simple to assemble, alongside components and tools designed for little hands and all skill levels. Children can enjoy a variety of experiments while also learning about experimental processes and concepts including energy transfer, momentum and gravity. Fun and educational, the Junior inventor range helps develop logical thinking and an understanding of STEAM principles. The collection includes two Scientific Workbenches and Toolboxes containing 6, 10 or 15 experiments. Children can also download the Junior Inventor app, which features instructional videos for every experiment. Hape is just one of the many brands Toynamics UK & Ireland offers. All brands enjoy full marketing support including shop-in-shop solutions.

Bachmann Europe www.toyway.co.uk | sales@toyway.co.uk Dinosaur themed products are expected to be extremely popular in 2022, and Bachmann Europe offers a great selection of toys and collectibles. The NHM Dinosaur Collection has been produced in conjunction with the Natural History Museum and is presented in branded packaging which incorporates a fun and educational fact sheet. Developed under the guidance of the Natural History Museum's researcher Dr Paul Barrett, each creature has been painstakingly modelled and is then hand finished with authentic decoration, reflecting the latest data available from fossil records, and each is reproduced in 1:40 scale. With eight to collect, the authentic toys are safe for children aged three and over. The new NHM branded FSDU features vibrant, eye-catching graphics and contains four models of each type from the Dinosaur Collection. The range would make a popular addition to toy shops, department stores, garden centres and attractions. The dinosaurs from the Lords of the Earth Collection have articulated limbs for even more play value. The impressive largescale replicas are finished in bright varied colours and are made from phthalate-free plastic, which is safe for children and eco-friendly. Four different popular types of dinosaurs are available to collect.

Engino 07764 583468 | www.engino.com | c.watts@engino.com Founded with a vision to inspire students to become better problem solvers and future innovators, Engino now has a wide product range of more than 50 different sets, combining fun with learning. Instead of relying on theoretical principles, Engino’s STEM toy system draws from real world problems in order to help kids develop their personal skills. The toys cover a broad range of subjects, including Robotics, Mechanics, Physics and Renewable Energy and target students of all levels of education, from pre-school to high school. Academics, engineers, product designers, illustrators and education specialists have all combined their strengths and expertise to ensure each Engino building system promotes students' learning, critical thinking, problem-solving and communication and motor skills, while stimulating their imagination and their creativity. The new range for pre-school children, , STEAM Labs Junior, aspires to teach children about core subject knowledge, while also cultivating 21st century STEAM skills. With the help of an adult, pre-school children can learn interesting facts about each theme, from wild animals to aircrafts, while building a model following the step-by-step instructions. For children 6+, Engino has developed the new STEAM Labs series which innovates further by bundling the toy with a Theory & Activity book on the outside of the box. STEAM Labs series sharpens children's thinking and comprehension, urging them to understand how the world around them works by giving answers to questions such as how solar energy works. The expanded Discovering STEM series encourages students to learn STEM disciplines in a fun, exciting and interesting way. For example, young inventors can take a deep dive into the world of mechanical engineering to figure out how Newton’s Laws of Motion behave in the real world, thanks to the STEM Newton’s Laws science kit. There are also new variations of GinoBot, a programmable robot which has literally unlimited expansion potential. This innovative robotic vehicle has been developed to be ready-to-programme, ensuring coding skills can be taught without losing time for constructing models from scratch. GinoBot is ideal for primary and secondary school students but also hobbyist engineers. The four-wheel drive version of GinoBot comes with Wi-Fi and Bluetooth and has two colour sensors built-in the bottom to follow coloured lines, an ultrasound sensor at the front, three infrared distance sensors and four programmable RGB lights.

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GREEN NEWS Recyclings racks up viewers prior to collectibles launch

Zapf slashes single-use plastic production by 65 tonnes in one year

Recyclings from Vivid Goliath and Headstart has already racked up 1.2m views on its YouTube channel; this engagement with the digital content is a massive show of support of the consumer appetite for this growing ecosegment and the collectible range is due to launch in stores imminently. The channel will continue to expand online and showcase a mixture of music videos and animated comedy shorts, with the latest video answering the age-old question; does pineapple belong on pizza? The content will allow kids to learn more about the Recyclings characters and their personalities with new content landing every month. The world’s first collectible to be made from recycled plastic, Recyclings is available now, backed by a comprehensive marketing campaign that launched in February. A full range TVC across key kid’s channels hs been designed to introduce the fun and eco-friendly ethos of the brand. Recyclings will also be talking to kids on their favourite games and apps and the parent influencer network will showcase the products to grown-ups, with creative content across social media sites. The cute and collectible Recyclings characters are made from 70% recycled plastic, making playtime matter, by making a difference. Each Recycling saves on average five bottle caps from landfill, which not only means guilt free collecting but also educates kids on sustainability.

In the first year of its commitment to plastic free packaging, Zapf Creation has cut production of single-use plastic by over 65 tonnes – the equivalent weight of ten African elephants. The manufacturer behind Baby Annabell and Baby born committed to plastic free packaging in January 2021. It has since banned single-use plastics including cable ties, viewing windows, plastic bags and blister packs from all of its new packaging. The new packaging makes unboxing easier and more fun for children and parents, with fewer fiddly ties and no need for scissors, plus it can be disposed of alongside household recycling to be repurposed again and again. Zapf’s plastic-free packaging is easily identifiable by the sunflower logo which can be found on the front of the manufacturer’s boxes and is being made even more prominent for Zapf brands’ onshelf presence this year. Kasia Leskow, head of marketing UK at Zapf Creation, explained: “2021 saw us take our first major step in reducing single-use plastic across Zapf creation brands. Our commitment to going plastic free with our packaging is in line with both our company beliefs, as well as a growing call for more environmentally friendly solutions from parents and children alike. We are very proud that the changes we’ve made so far, which have reduced single-use plastic production by over 65 tonnes in just 12 months and will continue to drive this initiative across our entire product range in 2022.“ Zapf Creation remains on target with its commitment to have all products in plastic free packaging by the end of 2022, across not only the UK, but the whole of Europe.

Playmobil launches Discover the Planet theme to reflect sustainability goals Playmobil owner Horst Brandstätter Group has set itself ambitious corporate sustainability goals which will further its efforts to protect the environment and climate. The group has already pledged to be climate-neutral by 2027, is involved in off-shore renewables and is investing around €50m into climate protection in the coming years. Now, the Group has announced that by 2030, its business models, including that of Playmobil, are to become as circular as possible by continuously improving the environmental balance along the entire value chain. Steffen Höpfner, CEO of the Horst Brandstätter Group, said: “With a wide range of activities, we are supporting the reduction of global emissions and thus also the goals of the Paris Agreement to limit global warming to well below two degrees celsius.” Playmobil’s 2022 product highlights reflect how the company is already acting sustainably. The new theme Discover the Planet, which will be launched this year with an extensive, newly developed product range, consists on average of 80% sustainable materials, including post-consumer recycled materials and bio-based plastics. A large proportion of post-consumer materials includes recyclate obtained from discarded refrigerators. The brand is also staying true to its heritage and reputation within the world of toys: Discover the Planet offers the proven Playmobil quality consumers know and love and, like all of the company’s products, is highly durable. The colourful play world, which hits shelves in July, invites kids to discover what it’s like to grow up in a world where animals and nature are valued and protected. In a fun and playful way, it provides important knowledge and lets children discover a detailed, exotic animal world at home. Kids can play with, learn about and collect various Playmobil figures of people and animals from around the world and discover the Amazon rainforest, which is vital to the ecosystem. The packaging is made from nearly 100% recycled cardboard, and the building instructions are printed on 100% recycled paper.

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GREEN NEWS New characters join Character Options Eco Plush collection

Dantoy launches Blue Marine Toys, made from recycled maritime waste

Character Options’ 100% recyclable range of licensed plush is the next sustainable chapter for the company’s eco-conscious product offering. Following the successful launch of Peppa Pig Eco Plush in 2021, the company showcased the extended range at London Toy Fair 2022, including super-soft eightinch characters from the worlds of CoComelon, Blippi, Barney, Teletubbies and My Little Pony. “Character Options, like most toy companies worldwide, is working to reduce its environmental impact by reducing waste and building more sustainable materials into packaging and products,” said Mark Hunt, Character Options’ marketing director. “Post Covid, we expect the demand for sustainable toys to grow and become a fundamental part of the industry going forward, and our Eco Plush is the next evolution of that journey. By blending classic and trending brands, wrapped up in a bespoke style guide, we aim to become the destination for collectible licensed eco soft toys, with dedicated retail space for the category that sits outside of the core toy licence”. Suitable from 18-months, the Eco Plush collection is made entirely from recycled materials, including the fabric, filling and thread, and is displayed within an FSC certified platform box. With a bespoke packaging style guide and green leaf emblem stitched onto each toy, parents and gift buyers will be able to quickly identify the products within the range as eco-conscious options. “With six new pre-school properties to add to the collection for SS22, and a significant amount of PR and digital support for the range, we are confident that this collection can drive significant volume this year,” added Mark. Character Options is poised to introduce further developments to the plush range, including more new licences that will be announced for the second half of 2022. For more information, contact Character Options on 0161 633 9800 or email sales11charactergroup.plc.uk.

In 2018, Dantoy launched its Bio-line, made from sugarcanes. This was followed in 2020 by the Green Bean line, comprising of products made from internal waste, and the company’s Take Back strategy in 2021, where damaged Dantoy products were collected to make new toys. Dantoy’s latest new toy line, Blue Marine Toys, is made from recycled maritime gear. “Sustainability is not just a trend – it’s our DNA,” commented Marck Matthiasen, CEO Dantoy. “By being open and welcoming the use of new and different materials, we can crack the need for new materials.” The Blue Marine line is made from maritime gear such as fishing nets, ropes and trawls. At the company’s own factory in Hobro, Denmark, it is transformed into a collection of sand and waterplay toys in bright colours. “The colours and the surface texture of the Blue Marine products may be different from what we are used to,” explained Marck. “But they symbolize that the product the buyer holds in their hands is a unique and sustainable product.” Inge S. Knakkergaard, Quality and Environmental co-ordinator at Dantoy, added: “It is exciting and challenging to make colour mixes from fishing nets that have a dark green colour as their base material. You have to think differently to achieve the different shades.” Directly inspired by the material they are made from, the Blue Marine Toys collection features colours and shapes inspired by sand, water, corals etc., which the development department at Dantoy believes adds an extra dimension to the new line. It is estimated that more than 12m tonnes of plastic ends up in the sea every year. 10% of this is maritime gear such as nets, lines and ropes. Armed with these facts, Dantoy says it was a natural choice for the team to develop a line where such items can become a part of a sustainable and circular economy. For more information, visit www.dantoy.dk or contact sales manager, Anne Harding, on akh@dantoy.dk or (+45) 40430241.

Magic Box begins plastic packaging phase-out Magic Box Toys has confirmed that it has begun phasing out plastic from its product packaging, including plastic elements such as blister packs and foil bags. The first range to feature more than 85% plastic-free packaging is the latest SuperThings series, Guardians of Kazoom, which launched on 21st January. The range, which offers kids 80+ new SuperThings characters to collect, sees foil bags and plastic packs replaced with recyclable packaging made from recycled paper, cardboard bags and boxes. The move hasn’t just reduced Magic Box’s plastic footprint – it’s also created an attractive new on-shelf look for SuperThings. A wide range of display units and assets will be available for the latest series to ensure the products stand out in any retail outlet. The SuperThings: Guardians of Kazoom range was unveiled and met with excitement at London Toy Fair. Speaking of the company’s plans to phase out plastic from its packaging, Suzie Howes, head of Marketing at Magic Box Toys, said: “Many toys create plastic waste before the child has even had an opportunity to play with the actual toy. By removing such a high percentage of plastic from our packaging, we will help to eliminate over 200 tonnes of plastic waste each year, creating a more sustainable future for our business.” “The changes that we are making to our packaging form part of the firm’s wider ambition to reduce our global footprint,” Suzie added. “And, whilst redesigning the packaging across our portfolio of brands is a complex undertaking, it is one that we wholeheartedly believe is important and is a challenge that the team has absolutely risen to. The new packaging is beautifully designed to carry the product in an effective and eye-catching way. We know consumers share the commitment that we have to protecting the environment, and it’s great to be able to offer families a host of products that not only have great play value, but which also come in packaging that is over 85% plastic-free.” For more information, contact the UK Magic Box Toys team at: sales@magicbox-toys.co.uk

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Opinion

Indie toys

the train is full speed ahead for Letter from America

2022 After 20 years working at A.C. Nielsen/D&B Research

Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a subfranchiser, opening nine more stores. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick shares how he keeps track of new trends and products, despite missing Toy Fair in New York.

s I write, it’s Valentine’s Day tomorrow, and business is hopping in the shop, not just with adults shopping for the kids, but with kids shopping for themselves. Am I still amazed at the last two years and particularly the record year in 2021? Yes and yes! The increased sales volumes we have been experiencing have continued into the new year, busting January records and showing February strength too.

The main drivers continue to be Squishmallows (Jazwares), the fidget sensory category and scented slimes, namely Dope Slimes produced here in the states. In addition, we are seeing strong Lego sales and great performance from both the Mattel and Hasbro ranges. But it’s not all the big brands; some emerging, newer products that are just hitting shelves are enjoying a fantastic start, like DoodleJamz (from Skycastle toys). How long will the train stay at full speed? No one knows and if they do, they aren’t saying. Together with our strong rep partner, Diverse Marketing (Dallas, Texas), we have identified six key trends that we see emerging after two market shows, Dallas and Atlanta, held in January. So, here are some key trends we are predicting for 2022: • Super Mario Brothers - developed and published by Nintendo, the property celebrated 35 years last March and has launched several successful toys with Epoch Everlasting, with a growing line up of new games for 2022. Many other vendors are jumping on the (Mario) cart, and this popular character will be seen in pick up toys, collectibles and puzzle games throughout the year. (Quick audience question - what is Mario’s full name? answer below*). • Streaming content will continue its popularity and, in this sphere, one favourite that has broken through is Gabby’s Dollhouse by Spin Master. Kids are really embracing the main theme - Live in the Meow with Gabby, Pandy Paws, and the rest of the Gabby Cats from the DreamWorks show. With magic and surprise in every adventure, this very positive show for ages 3+ was a breakout hit for the holiday season. • Butterflies have emerged as a popular trend, with the bright and colourful creatures incorporated into arts/crafts lines, nature items, jewellery and more. • Growth in Outdoor Toys – although a strong category already, there is much room for this category to grow here in the states. With a focus on health, staying active and play currently front of mind with consumers, we see this category enjoying increased demand with more water toy entries, a nostalgic Wham-O Toys comeback, hula hoops and outdoor oversized game play. • Bold accessories - Personalization keeps gaining in popularity as more young folks shoot video and post on social media. Items such as necklaces and bracelets with attachments that are big and bold, like carabiner clips in bright colours and other on-trend items hanging off them, are becoming sought after. • Sensory fidgets - squishy items, super fun dough balls, NeeDoh (from Schylling Toys) as well as sands, compounds and manipulatives. Compounds like Kinetic Sand (from Spin Master) are making a comeback in indies. You may be wondering how we keep track of all the new trends and products without Toy Fair in New York? Several strategies are working: • We’re holding Zoom meetings with individual vendors - 20-minute segments, twice a day for one hour. We’ve just finished Zoom product week No.1. • Secondly, we’ve asked our reps to bring us only new items/SKU’s. We can do the restocks and planning on existing lines, but what we need them to add value on is on new stuff. • Finally, with over 85 US stores comprising the Learning Express family, we network. This is like having 85 pairs of eyes waking up every day looking for winners and best sellers. We encourage and incentivize everyone to share - a lot. Examples of lines discovered and shared this way include Pull ‘N Pops by Blue Orange Games (you push, then pull the poppit) and a new version of the fidget mystery box with fashions instead of fidgets.

New is our heartbeat to success and we must execute first to shelf, quickly and efficiently. So, I hear the whistle of the big train traveling well into 2022. Will you be along for the ride? *(the answer to my question earlier is: Mario Mario.)

Richard can be reached on LinkedIn or by email at LE45@sbcglobal.net. Toy World 90

NEW TRAMPOLINE COLLECTION Visit the full collection at the Plum Play showroom and see what’s new at SS23 Preview. Dates starting from April, to book your appointment please contact: Bradley Wild, Head of UK Sales: bwild@plumproducts.com

Feature

Outdoor Toys

Everybody out! Coming into 2022, interest in outdoor toys – from bikes and mud kitchens to play houses and climbing frames – is at an all time high, and the options on offer continue to grow. Rachael Simpson-Jones talks to a number of suppliers specialising in different areas to find out how the category is shaping up this year.

’ve noticed a curious thing over the years: it’s always raining when I sit down to write articles about the Outdoor Toys category. Today the weather could be more accurately described as sluicing down, and my husband informs me the builders working on our house have retreated into their van to avoid drowning. Still, summer is round the corner and with it, the opportunity to get outside and play. In December, data from The NPD Group showed that the Outdoor Toys category was up +8% value share vs. 2019, and suppliers are certainly seeing plenty of demand. The trials of lockdown have had a lasting effect on the family psyche, with time spent outdoors, be it in a garden, playground, park or forest, now an undisputed factor in a healthy childhood. The pandemic showed us that too much time spent inside is no good for anyone, and with restrictions all but entirely lifted across much of the UK, parents and kids will this year be keener than ever to spend

quality time out of the house. Indeed, the impact of lockdown is being seen in this year’s newest outdoor products: for example, Mookie is launching a charming range of potting benches from its TP Toys brand that will cater to those kids who discovered a love of gardening while stuck at home. Geemac, which offers the leading Sportspower brand of trampolines, climbing frames and more, says the growth of the category shows no signs of slowing and that, moving forward, the year ahead looks very positive indeed. Key account manager Adam Pearson expanded: “The message we continually hear is that parents want and need kids outside and active. Health is everything these days so as long as we drive innovation and excitement into our development, we can be confident the category can continue to thrive.” SJR Associates has also seen a big increase in the demand for outdoor toys over the past two years, according to Steve Richardson, managing director

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at the company, which distributes the Dolu range within the UK & Ireland (highlighted this month as a top outdoor supplier by Toy Barnhaus). The brand doesn’t exclusively produce outdoor toys, but certainly offers a lot of them and has become a major supplier: the range includes play houses, slides, play gyms, sand and water tables, sand shells, picnic tables, football goals, tractors, trikes, ride-ons and much more. One of Dolu’s biggest strengths, Steve tells me, is that everything is delivered direct from the Turkish factory, making it very competitive on price. He adds: “As a company we offer a bigger range than most, along with what we hope are the best margins possible. We’ve had great success in the past few years with our outdoor lines. We’ve expanded the colour options and also colour coordinated our outdoor toy ranges; we’re aware that consumers are conscious of the aesthetics of matching items, even in the garden, so we offer a complete colour matched range

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Outdoor Toys

including slides, play houses, ride-ons, sand and water tables and more.” Both Dolu and Geemac have invested in new facilities recently that have expanded their business models and enhanced what they can offer retailers. The former opened its huge new Turkish factory close to the Bulgarian border last year, and Steve remains blown away by its scope and adaptability. Occupying some 65,000 square meters – or seven Manchester United football fields, as Steve likes to describe it – the factory also houses a 1,000 square metre showroom and offers five times more production and storage capability than its predecessor. “This year we’ve heard from multiple different buyers that they now regard Dolu as a leading outdoor brand in the UK,” Steve adds. “Those who saw us this year at Olympia this year, including many existing customers who have placed a lot of business with us, were seeing the range for first time and were highly impressed, especially with the quality.” Geemac, meanwhile, which was founded on an FOB business model, opened its Northampton warehouse just over a year ago and now supplies domestically as well. With a diversified range and home delivery available too, Adam says the move has ‘drastically strengthened’ the company’s customer base. Despite the challenges of the past two years and the huge uplift in demand for product, Geemac has been able to supply its retailers with limited disruption and meet consumer expectations too. “Retailers are always going to be cautious with an unknown or new product at a higher price point,” Adam explains. “But, by holding stock locally and supporting retailers with that risk, we ‘ve proved consumers are willing to invest in higher price points and higher-quality outdoor toys.” Speaking of quality, the Bikes category is set to benefit this year from the arrival of Huffy. A renowned household brand in the US, Huffy bikes arrived in the UK in late 2021 thanks to a deal with United Wheels, and this year the range is to be expanded with the Disney, Marvel and Lucas Film licence for bikes and kid-powered ride-ons. Jon Tilley, general manager/director EMEA at United Wheels, says Huffy invests heavily in licensed bikes and aims to create key details that make them stand out. The Huffy Mandalorian bike, for example, boasts a handlebar-mounted Mandalorian mask and features throughout the frame that draw they eye and provide excitement for kids. This approach to authentic

branding is seen across the full-range of licensed products, spanning Frozen II, Disney Princess, Cars, Spider-Man and Avengers. “Our parent company in the US has a longstanding relationship with Disney, so this agreement is a great opportunity for us to continue this for the UK and wider EU markets,” says Jon. “Licensed products, particularly Disney, are very popular. At present there’s a huge demand for Spider-Man products due to the launch of the recent film. Kids predominantly want bikes and toys with their favourite characters on them, and Huffy Disney bikes are designed with this in mind, to encourage them to get outside and get active.” Other licensed outdoor toys for this year include Flair’s Messi football training range, perfect for the young football enthusiast in need of at-home training; Wilton Bradley’s Ducati motorcycle ride-on and Zuru’s X-Shot FaZe Clan blasters. Licensing also plays an important role in Geemac’s outdoor toy range. Three years ago, the company partnered with Mattel to develop a line of Fisher Price branded lines. Adam says the partnership and resulting products have resonated with consumers and given them the confidence to get their children bouncing and moving even earlier, which as we know, is key for children's development. The company says ‘massive development’ is underway for spring/summer 2023 based on the success of its Fisher Price lines thus far. Adam says: “We’ve focused very much on the preschool age range, with designs that offer something different but still - and most importantly - fun.” Iconic household brand Little Tikes is ramping up the fun itself this year with the introduction of exciting new outdoor products such as its Foamo 3-in1 Water Table. One that will appeal to parents who remember the foam parties of their youth, the table features both a bubble machine and a foam machine with a motor. Included with the water table are exciting water play accessories and a Ferris wheel that picks up the foam and spins it around. The brand will also be continuing to offer traditional favourites such as the Turtle Sandbox, First Slide and Cape Cottage. “Little Tikes will support its core range and growth drivers with a heavyweight strategic communications plan which targets consumers through TV and digital advertising, organic social media as well as targeted media and influencer gifting campaigns,” says Little Tikes’ new senior brand manager for UK and Ireland, Alaina Cornish. “Our digital strategy will continue to support consumers who are looking for play

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inspiration, creating social video-based content that will demonstrate the Little Tikes product feature. Last year, our viral campaign with LadBaby reached over 14.6m people, and we also enlisted celebrity parents such as Danny Jones to launch our My Real Jam range of instruments for children, with fun engaging content across TikTok and Instagram. We plan to use a similar approach to create special Little Tikes moments this season.” United Wheels, meanwhile, says it invests heavily in content to ensure it can provide its retailers with the best imagery, videos, graphics and in-store POS materials possible. Assets are available for use on websites, social media channels or the shop floor, and all are designed to enhance the selling potential of products. “In a time when consumers are more comfortable than ever shopping online, top of the range content is king,” Jon adds. “We therefore work closely with our partners at Disney on its campaigns based upon upcoming movies, and with key influencers and press partners, to bring our products to life and reinforce the joy of riding a Huffy Disney bike.” Jon continues: “Huffy has a UK distribution facility which stocks a full range of over 70 products, including bikes, ride-ons and scooters that can be delivered straight to store. We also have a comprehensive drop ship programme that allows for extended ranging across all our lines, and a fully staffed office which supports retailers with everything that they could possibly need. From spare parts to digital installation guides and customer service, at Huffy we take a 360 approach to support our retailers and consumers post-sale.” And at Geemac, while product is allowed to speak for itself on-shelf and major distribution has traditionally been the company’s ‘marketing strategy’, Adam notes the space is ever evolving. He says reminding consumers of Geemac’s brand, innovation and development is key, and that social media plays a huge part of the company’s marketing strategy. He adds: “We have key marketing drives planned throughout the year focused around school holidays and other key summer dates, but we are here to disrupt and want to make as much noise as possible.” Over the following pages, Toy World brings readers the newest toys that will have kids outdoors, active, playing – and probably making some noise of their own.

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Outdoor Toys

Eolo Toys www.eolo.com | sales@eolohk.com Eolo Toys has expanded its outdoor toys offering to include a new jumping stick called PoGo!, which is suitable for both outdoor and indoor use. The fun jumping stick, made with silicone and foam materials, is suitable for children of all ages and it is very easy to use due to its soft handle with 3D designs. The generic product line features unicorn and dinosaur options, while the licensed line offers popular Disney and Marvel characters Buzz Light Year, Mickey, Frozen and Spider-Man. PoGo! produces a funny squeaking sound that keeps kids bouncing. Eolo Toys continues to innovate in the outdoor space, offering retailers key price points with fresh new ideas. With different touch points in the marketing mix, PoGo! launch will have 360 coverage.

Scrunch 07788 547836 www.scrunchkids.com kay.glennie@scrunchkids.com The Scrunch brand turned 18 last year. Originally inspired after lugging clunky, sandy plastic buckets home after beach trips, or hating the wastefulness of leaving them behind in overseas resorts, the concept of a bucket and other toys that could scrunch up and fit into a beach bag or suitcase with ease became an obsession, then a reality. The original Scrunch bucket is made of 100% recyclable and reusable eco-friendly silicone, doing away with the need for single use plastic. Scrunch’s strapline is “Roll it, fold it, scrunch it!” Since those early days, Scrunch has expanded to be distributed worldwide; it is now available in 40 countries and growing. The company now distributes the brand itself within the UK, from a converted barn in West Sussex. 2021 was a fantastic year for the brand despite Covid and, despite competition from a launch by a former distributor, Scrunch remains the original. The company believes that a combination of attention to detail, innovative new products and its excellent customer service makes it stand out in the market. 2022 will see the launch of exciting new products, all designed with small hands in mind, and still in 100% silicone. These are available in a rainbow of colours, from pastels to funky brights.

Flair 0208 643 0320 www.flairplc.co.uk sales@flairplc.co.uk Flair’s Messi Training range, which is endorsed by Lionel Messi himself, will take outdoor football training to a whole new level in 2022. The range allows kids to improve their football skills using a professional training method and equipment which is both fun and dynamic to train with. Core to the range is the Soft Touch Training Ball, which will help kids work on their aim and control. It’s ideal for young kids thanks the extendable, height adjustable cord and the Size 2 solid foam ball, which is printed with an image of Messi in his No. 10 shirt. Ideal for older kids, the Pro Training Ball S3 is made from a durable TPU material capable of withstanding endless hours of training. Kids can also brush up on their tricks with the Tricks & Effects Ball. The ball’s streamlined design, available in Size 3 or Size 4, allows kids to make the best plays, whilst also helping them shoot like a pro. Those looking for a high resistance ball with quality rebound, meanwhile, can opt for the Flexi Ball Pro. Available in Size 3 and Size 5, this ball features a hi-tech air chamber and a textured surface for improved control. The range also includes accessories, too: the Messi Large Foldable Goal comes with a ball and pump, and the Messi Small Pop-Up Goal is ideal for those training in a smaller space.

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in partnership with

Outdoor Toys

Plum Play 0344 880 5302 | www.plumplay.co.uk

Plum Play’s new spring/summer range of trampolines includes water jets, mist spray and interactive lights. The Water Jet and Mist Trampolines are available in sizes from 8ft to 14ft and have unique features that allow kids (and adults) to simply hook them up to a hose pipe for garden water fun. The Plum Water Jet Springsafe Trampoline and Enclosure includes up to six patented water jets that spray water into the trampoline jump space. As children bounce, the water jets move with the child to ensure a full soaking. All Plum trampolines use Springsafe technology, which separates the jumper from the springs and frame, allowing children to bounce safely. In addition, the trampoline frames are made from galvanised and powder coated steel for rustfree protection and added strength. The Plum 4.5ft Interactive Lights Junior Trampoline and Enclosure features interactive LED lights that are sound activated and flash to music thanks to a built-in audio sensor. Colour and speed settings mean a personalised bouncing session every time. The 4.5ft print and sound trampolines for juniors come in ocean and jungle themes: four interactive animal sounds are triggered when children jump on the printed mat. Offering an excellent bounce, the trampoline is suitable for children aged 18 months+. The included battery powered sound box, which is easy to install, has a pocket to keep electronics away from little fingers. Plum is the official UK distributor of Globber scooters, Injusa ride-ons and Happy Hop inflatables. New scooters include a Globber Explorer Trike 4-in-1, which has been designed to help children develop essential riding skills before they transition to their first push pedal bike. The trike is compact, adjustable and comfortable for little ones, and has a 100% screwless design. Globber Junior Foldable Scooters have a three-wheel structure and a low-ride foot deck, with a height adjustable T-bar that can be changed as children grow and folds down for travelling. The Junior Foldable Scooters are suitable for kids aged two years and over. Alternatively, kids can go electric on the daily commute with the Globber One K E-Motion 10 V5. Promising a safe ride, the scooter has a top speed of 12km/h, a smart accelerator sensor that controls the speed and a dual-brake system. Readers can view the full range and more in person by visiting the Plum Play Showroom for spring/summer 2023 previews. Dates start from April. To book your appointment please contact Bradley Wild, head of UK Sales, on BWild@plumproducts.com.

MV Sports 01217 488 000 | www.mvsports.co.uk Kids can let their true colours shine with MV’s new Rainbow High collection. This stunning range, based on the best-selling fashion doll collection from MGA Entertainment, features bold rainbow colour pops and exciting character graphics for total immersion into the world of the Rainbow High characters. The folding inline scooter features fully printed anti-slip griptape and a reactive footbrake, and folds quickly and securely for easy storage and transportation. This ready-to-ride scooter is both functional, with its adjustable handlebar height, and beautiful, featuring fully printed stem wrap and engaging Rainbow High graphics. The eye-catching Rainbow High 14” bike features rainbow tassels, a character printed crash pad, caliper brakes and removable stabilisers. The fully printed chainguard is enclosed for additional safety, while the seat and handlebar heights are adjustable and the spoked wheels with pneumatic tyres ensure a comfortable ride. The Rainbow High safety helmet has a comfortable ventilated shell, adjustable size dial, quick-release buckle and lightweight EPS inner. Colourful character graphics cover the outside while removable foam padding ensures an adjustable fit. The stylish Rainbow High range also includes a colourful pop-up tent, tepee, dream den with lights, 3-in-1 Scootin’ Suitcase, lithium scooter and 16” bike. The newest addition to the range is a bright and bold inline scooter with light-up LED wheels and gold tassels. MV Sports is also showcasing a raft of new products and licences this year, most notably Lightyear and Bluey alongside Rainbow High. In addition, the company has revitalised a number of existing lines with completely refreshed looks across Thomas, Peppa, Batman, Paw Patrol, Disney Princess, Barbie and more, ensuring that the product ranges stay relevant to each successive generation of fans. New additions for 2022 will include the popular Japanese stop-motion anime Molcar, featuring fuzzy, adorable guinea pig cars, while younger fans will enjoy MV’s new CoComelon range. Finally, the Hedstrom range of swings, slides and multiplay sets has a completely fresh new look for 2022, with the Hedstrom brand revitalised from its logo through to its packaging. New products joining this extensive range include the Triton multiplay, a swing, goal and basketball hoop combo, and the Musical Toddler Swing, complete with 20 pre-set lullabies and phone connectivity, and the 3-in-1 swing, which grows with kids and converts easily from Toddler to Child and then Junior mode.

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Outdoor Toys

Waboba 01380 872950 | www.waboba.com Driven by the knowledge that consumers are spending ever more time outdoors, Waboba has created Throwback and Backnine to further grow its portfolio. Both show how the company is also using its current products to put a spin on classic games. Throwback recreates the classic Velcro paddle game from the early 90s and introduces a new version of the Airlyft hollow glider. This next generation Velcro catch game features two soft, flexible paddles and an Airlyft glider with Velcro around the ring. Flying over 30 meters, the Velcro paddles make it fun to run, jump and stretch in an effort to catch the Airlyft on impact. Waboba will be supporting Throwback with a 90s-style social media campaign, with images, product information videos and social clips inviting retailers to take part in the fun. Backnine is a 1-4 player outdoor game that combines the best bits of bocce and disc golf. This nomadic disc golf game set includes one flying target ring and four different coloured Waboba Wingman discs. Simply throw the target ring and play from where it lands, throwing far or close to set the course challenge level. Each player then takes turns throwing their Wingman disk, trying to land it on or in the ring in the least number of throws. A scorecard is included to keep track of the throws, and the ring features three zones so players create their own fun rules that apply when a disc lands in a certain area. Backnine comes packaged in a carry bag, making it portable and lightweight for travel, and can be played on grass, sand and even snow. Coming into 2022 with a fresh new look is Waboba Original, the company’s best-selling waterbouncing ball. An essential for days at the beach or lake, this ball bounces on water like skipping a stone and is perfectly priced for pocket-money and pick-up purchases.

Guidecraft 07725 833 273 | www.guidecraft.com A creator of naturally-inspired children’s toys for over 50 years, Guidecraft emphasises the importance of open-ended play, the beauty of organic, loose parts, and the significance of hands-on learning. Via a range of play patterns and toys that are inherently educational, Guidecraft enriches children’s lives through constructive play and encourages them to use their imagination in the classroom, at home and in outdoor environments. Nature-based building sets like Guidecraft’s new Big Branch Block Builders enhance play experiences outdoors when incorporated with elements like sand and dirt. Children aged three and up can create expansive, hands-on builds using the varying short and long notched, branch-like pieces, as well as special pieces that can be used to create window and roof details. Made from unrefined pieces of elm, xylosma, lithocarpus glaber and Chinese cherry wood, the over-sized, textured pieces in this set reveal real-life cause and effect behaviors and natural evolution through authentic bark materials. Markings, spots and imperfections in the wood pieces provide a natural appearance that over time will naturally wear, helping to develop and strengthen a child’s connection to nature during play. This comprehensive, 125-piece set also includes 10 double-sided concept cards that provide build inspiration, real-life examples and corresponding vocabulary that will enhance playbased learning opportunities. Guidecraft also offers the Nature to Play furniture collection, a comprehensive assortment of activity tables, kid-sized seating, loose parts and tables designed for use with messy materials. The Nature to Play collection speaks the playful language of childhood while encouraging children to engage with nature. The weather resistant furniture in the Nature to Play line, made from thermally modified wood by Thermory, stands up to rough-andtumble fun and unpredictable outdoor elements, growing with children as they develop. For more information, contact Lorna Smith, director of sales EMEA, by emailing lsmith@guidecraft.com.

Bachmann Europe

07739 200 153 | www.bachmann.co.uk | sales@toyway.co.uk Bachmann Europe has announced its appointment as a UK & Ireland distributor for the Günther range of outdoor toys. For over 65 years, Günther has been developing and producing ‘Anything that Flies!’ including classic children’s kites, dynamic stunt kites, model aircraft, gliders and a variety of airborne toys. Many of the products are made in the company’s factory in Germany, where they are manufactured to the highest of standards. The brand ethos is to encourage families away from screens and get back to the great outdoors, believing there can be ‘no better way of enjoying nature than playing with model aircraft, kites and sailing boats made by Günther’. A highlight of the range is a variety of colourful licensed children’s kites which feature characters from Disney and popular children’s cartoons such as Paw Patrol and PJ Masks. The kites are made from robust PE foil and are very easy for young children to fly, even in the lightest of winds. There is also a range of fun and vibrant glider toys, from chuck gliders to rubber-band powered options, made of durable materials and suitable to use all year long. For budding sailors, there’s a selection of small sailboats that are both capsizeproof and seaworthy, thanks to a weighted keel and well-balanced rigging.

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Zuru www.zuru.com Zuru's award-winning X-Shot line rocketed into a new dimension last month with the launch of the X-Shot FaZe Clan. The new blaster series combines Zuru style with the look of the world’s most influential gaming organisation, FaZe Clan. Set to take the gaming world by storm, the partnership with the FaZe Clan will launch the X-shot into a global fanbase of 346m people, over the ever-expanding Esports world now worth over $1.6b. Designed to fuel imaginations and merge performance with fun, the X-shot is available in two options. Using FaZe's iconic red, set against a translucent design for an inside view of the mechanics, the X-Shot FaZe Clan’s two introductory blasters, the FaZe Ragequit and FaZe Respawn, come with custom stickers that allow authentic personalisation. The FaZe Ragequit features a front primer handle and a 14-round dart capacity, and delivers maximum performance and accuracy with a firing range of 100 feet per second. 24 foam rounds are included. The FaZe Respawn, meanwhile, offers a slide primer and six-round capacity for quick reloads and nifty blasting. 12 foam rounds are included which can be fired at speeds of up to 100 feet per second.

Reydon Sports 0115 938 6444 | www.reydonsports.com | sales@reydonsports.com Reydon Sports is working alongside Franklin Sports as an exclusive B2B distributor for the Nerf brand, including the Nerf Sports range, with the full support of Hasbro UK. The 30 plus SKU Q1 launch for Reydon comprises a superb set of sporting product lines which fit perfectly into any toy, sport, leisure or multiple retailer. One of the bestsellers this year is the Nerf Rip Rocket Bow & Arrow Blaster, which features an easy to use spring-loaded system to launch arrows over 50 feet. Launching the arrows is simple and the Rip Rocket comes with three foam Rip Rockets which can be reloaded easily. Another product from the company’s extensive offering is the Nerf Driveway Tennis Set which is perfect for young tennis players and suitable for both indoors and outdoors. It comes complete with two jumbo tennis rackets and a Nerf foam tennis ball. With a long-term business strategy to develop its sports offering with a toy-like spin, Reydon Sports is working closely with Franklin Sports going forward to open more products to the retail sector with a whole array of marketing support. The ranges are supplied via Reydon Sports’ Nottingham-based distribution centre.

Wilton Bradley 01626 835 400 | www.wiltonbradley.com Since 2014, Xootz has developed a multi-award-winning range of go-karts, electrified drift trikes and ride-ons to offer hours of thrills for kids. Building on the success of the BMW K1300S and Police Motorbike, Wilton Bradley has secured the licence for the eye-catching Xootz Ducati Panigale 1299RR Electric RideOn Motorbike. The ride-on has been designed with official Panigale branding and all the premium features that go into a full-sized bike. With a rechargeable 12V battery, realistic engine sound and working front light, this ride-on has real presence. It has a slow start function, 3-speed drive and reverse gear so little ones can practise their driving and the bike also has stabilisers for balance, to give parents peace of mind. The bike also features a dashboard displayer and MP3 player and is suitable for children aged 3-7 years. Wilton Bradley has also been creating a real buzz around its new Xootz RideOn electric wheeled toy range and is working to create officially licensed products that are exclusive to Wilton Bradley in the UK. The Xootz Bumper Car Electric Ride-On allows little ones to spin a full 360 degrees with its simple joystick or remote controls. There is no assembly required, as it’s ready straight out of the box once the battery wire has been connected. Suitable for 3+ years. Also new from Wilton Bradley is the Xootz Kids 3 Wheeled Bubble Scooter, which leaves a blizzard of bubbles when the child rides along. Bubble solution is simply added to the front mounted bubble machine to create hundreds of bubbles, and any bubble solution will work. The scooter is lightweight yet durable, and easy to control and steer, making it suitable for 3 years plus. Available in pink or blue, it features an adjustable handlebar, easy grip handles and an anti-slip footplate to ensure a safe and comfortable ride.

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THE ON I T U L O S F O L L A TO B U B B L E YO U R D S ! NEE

- the #1 Premium bubble brand - Celebrating 19 years of success - over 33 million bubble machines sold globally

BUBBLE PETS

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Outdoor Toys

Vivid Goliath 01483 449944 | www.vividtoysandgames.co.uk

Toynamics UK & Ireland 0116 478 5230 | www.toynamics.co.uk | sales@toynamics.co.uk New for 2022, Hape has introduced three balance bike designs to its collection. Perfect for an early start to life on wheels, My First Balance Bike is a 3-wheeled adjustable bike aimed at kids 18 months and over. The bike simply clicks into place, with no tools needed for assembly, and has an adjustable seat. The wheels are made using a soft foam that won’t scratch floors. Hape’s My First Balance Bike is available in three colours: light pink, light green and light blue. The Learn to Ride Balance Bike is aimed at kids from three years of age and is available in two stylish colours: classic green and wine red. The frame is made from a lightweight aluminium and magnesium alloy and the handlebars are designed to be slightly bent for a comfortable, relaxed grip. The handles, ergonomically designed saddle and footrest are made from renewable and eco-friendly cork which is warm and soft to touch, and the tyres are both durable and puncture-proof. The Explorer Balance Bike is made from lightweight magnesium alloy and features a built-in handle, making it easy to carry around. The seat and handlebars can be adjusted to suit any child’s height and the wheels feature an anti-skid grip pattern. Explorer Balance Bikes are available in four colours - blue, red, green and pink – and are suitable for kids aged three and over. Hape has also expanded its popular Nature Fun range with the introduction of the Nature Fun Exploration Set, which has been designed to get kids outdoors. The set includes four best-selling, sustainable and eco-friendly outdoor toys: the Bug Jar, Nature Detective Set, Butterfly Net and Hide-and-Seek Periscope. Hape is just one of the many brands Toynamics UK & Ireland offers. All brands enjoy full marketing support including shop-in-shop solutions. A range of Nerf Elite 2.0 blasters is available, allowing kids to build their Nerf collection and seize the advantage in every battle.

Vivid is launching Wahu, Australia’s top outdoor brand, in the UK for 2022. The range features sports items such as Wingblade, a 10” throwing ring, and Wingblade Pro, a 13” throwing ring. Both feature performance stabilisers to offer high levels of accuracy and incredible flying distances which outperform the competition. Also available are Zoom Ball and Zoom Ball Hydro, the zip it to rip it flying balls, and Rip Rocket, the bouncing ball with tail for flight and great bounce height. Zoingo Boingo is also relaunching. The pogo stick features a ball with a wider base that helps younger children balance whilst they bounce on any type of ground. Integral to the range is the familiar and ever successful Phlat Ball. Frequently featured in the Top 5 items in The NPD Group’s Outdoor Sports Category, Phlat Ball now benefits from eye-catching new Wahu packaging. The line includes the Phlat Ball Junior, Phlat Ball Classic and the Phlat Ball Flash. The Wahu range also includes fun inflatable garden items ideal for splashing about in the summer months. The Bash N Splash is a 1.2-metre-high punching bag that connects to a garden hose for continuous water blast and bounce back action. Also in the range is Splash N Snake, a 4-metre-long snake that projects water in all directions, and Hop Skip N Splash, a classic game with a blast of water. Super Slide is a 7.5-metre-long water slide and Score N Hoop is the ultimate inflatable garden game centre with hoops, targets and nets. Super Wubble, the amazing super squishy, squashy and lightweight bubble ball, continues into 2022 following year-on-year success. Super Wubble is available with or without a pump in either pink or blue. Following on from its sell-out success in this year’s launch, Wubble Rumblers will continue to provide hours of big bopping fun. Available as a Wrestler or a Ninja and inflating up to 3ft tall, it’s perfect for good old rough and tumble play. All brands are supported by TV advertising from March throughout the whole of summer.

Golden Bear 01952 608 308 | www.goldenbeartoys.com Golden Bear continues to extend its Smart Ball football challenge and training range with the launch of the high-tech Smart Ball Skills Ball in June 2022. Driving value and quality in the outdoor toys category, this latest version of the talking football helps young players to develop key foundational skills across six timed, essential training exercises. Kids can dribble the ball through a course of cones, alternate foot kicks, juggle the ball on their feet and listen as the Skills Ball counts each kick up. The ball also invites players to improve toe taps, pass from foot to foot, and practise longer kicks. It can be used on almost any surface including garden lawns, sports halls, fields or beaches. Perfect for solo training or for challenging friends, the Skills Ball includes an in-built sensor, bung, marker cones, instructions and an adjustment tool which allows players to swap the sensor and bung before using the ball as a normal football.

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One For Fun

0141 613 2525 | www.oneforfun.com | sales@oneforfun.com The trusted Ozbozz brand from One for Fun (previously H. Grossman) continues to be a ‘go to’ for outdoor products. This year sees the introduction of brand-new scooters building on the popularity of the best-selling Unicorn, Dino and Rainbow Flashing wheeled scooters. My First Scooter, which is now a classic range, has won many consumer awards over the years, and builds from a sturdy four wheeler to a three wheeler and then to a two wheeler. At a great price and perfect for younger children, the Unicorn and Dinosaur My First Scooters continue for 2022 along with other colourways. Older children are catered for with the Big Wheel Torq Ruff Scooter, a sturdy scooter which is suitable for on road and off with large, 200mm wheels at the front and back. The bigger wheels allow this scooter to more easily traverse rougher terrain and it features a handy kickstand to keep itself upright when the rider reaches their destination, as well as a convenient folding design that makes it easy to store and transport. Fuelled by success at the 2021 Tokyo Olympics, skateboarding has many new fans, and this popularity has promoted new generic boards that are available in different sizes from the smaller ‘satchel’ board to full size, in a variety of materials. Ozbozz neon skateboards also continue to be popular. Skates and pogo sticks are also available in a wide variety of colourways, and outdoor games are catered for with the addition of a new soccer goal and ball, a cricket set, a badminton set and new sky fliers. A wide range of new outdoor additions from the Tobar brand includes pogo balls, hoppers, pop up tunnels and tents. Traditional hula hoops, skipping elastics, boxing kit and crazy golf are all coming into stock now and are available to view and order on the website or via the sales team.

Little Tikes 0845 0533 333 | www.mgae.com Since its inception 50 years ago, Little Tikes has established itself as a leading outdoor toy brand and is known for creating outdoor toys that have gone on to become family favourites. Getting children outdoors and away from screens gives them an appreciation for nature, wildlife and exploration from a young age, which is why all Little Tikes outdoor toy innovations are designed to keep kids having fun whilst learning about the world around them. New for 2022 from Little Tikes, the new Foamo 3-in-1 Water Table has both a bubble machine and a foam machine with a motor, making it perfect for fun and engaging play. Included with the water table are exciting water play accessories and a Ferris wheel that picks up the foam and spins it around. Iconic and compact, the First Slide gives children their first experience of sliding fun and promotes fitness, balance and co-ordination. Designed to offer stability as children build their confidence, this simple slide is guaranteed to have them climbing up and sliding down over and over again. The slide is available in two colours: pink and blue. Helping kids create a home from home in the garden is the Cape Cottage. This little house packs a lot of fun into a small, compact design and is perfect for gardens that don’t have much space to spare. The Little Tikes Cape Cottage is available in tan, red and pink. The Fountain Factory Water Table inspires children to build endless combinations with 13 interchangeable pipes and fittings for pumping, spraying and playing. Kids simply pump water through the main tower to create splashing fountains. The Turtle Sandbox is an iconic toy many parents will remember from when they were younger. Ideal for sunny days, this versatile product can be used as either a sandpit or a ball pit. With moulded detail on the bottom to encourage digging and two seats, it’s perfect for active play and social interaction. Throughout 2022, Little Tikes is set to continue to innovate and explore to the benefit of both retailers and consumers. A new Little Tikes campaign launching in spring will celebrate outdoor play, whilst encouraging families to enjoy time in their own back gardens. Little Tikes anticipates continued growth throughout 2022 in outdoor toys and beyond, which will be supported with heavy TV advertising and continued investment into PR, digital advertising and social channels.

Chicco 020 8953 6627 | www.chicco.co.uk Forming part of Chicco’s new sustainable Eco+ range, the company’s new Balance Bike is the first to be made of recycled plastic. Suitable from 18 months to five years, the bike has soft anti-puncture wheels and ergonomic handles, helping little ones acquire the necessary balance on two wheels before moving onto a bicycle with pedals. Inspired by nature, the bike has a strong focus on sustainability and is suitable for both indoor and outdoor use, providing an enjoyable playing experience for kids wherever they are. The inflatable Panda Coach is a fun and friendly character that allows children aged 2-5 to express their emotions, whilst helping improve motor and precision skills. The two large targets mean children can play by themselves or challenge their friends. For each successful contact with the targets, kids will be rewarded with fun sounds for extra encouragement. Its inflatable body and water-filled base mean the Panda Coach never falls over, so children can enjoy hours of fun. Goal League Pro encourages accuracy, coordination and agility using the joy of movement. The electronic net features interactive sounds, flashing lights and 25 different melodies. Kids can choose from three modes of play: Penalty Shots, where every shot on target is rewarded with a cheering crowd sound; Golden Goal, where it’s a race against the clock; and Challenge, which allows children to play with a friend to see who scores five goals first. In addition, the net offers five difficulty levels, meaning it remains fun and challenging for kids as they develop and improve their skills.

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Your Outdoor From the be ach... NEW WATER BOUNCING BALLS!

What’s new for 2022 →

CLASSIC WATER BOUNCERS

Dive in with the legendary balls that bounce on water. Scan the QR code to see the new styles in action, plus a surprise new addition – the Waboba Mini!

Watch them bounce →

FOR ALL TRADE ENQUIRES Contact: sales@tkcsales.co.uk 01380 872950

TO LEARN MORE Contact info@waboba.com.

VIRTUAL SHOWROOM virtual.waboba.com

Recreation Station he backy t o ard ...t NEW VELCRO CLASSIC!

NEW DISC GOLF GAME!

THROWBACK VELCRO CATCH

Waboba Throwback reinvents the popular velcro catch game from the 90s, and comes with a velcro AIRLYFT glider. Scan the QR code to see it in action and travel back in time! Watch it glide →

BACKNINE DISC GAME

Bocce meets disc golf! Create your own disc course anywhere with Backnine from Waboba. Scan the QR code to get a closer look!

Watch how to play →

Are you ready for summer? Browse our range of fully stocked ride-on toys, including trikes, bikes and more! Low minimum orders and free next day delivery available

www.beehivetoyfactory.co.uk

01460 241800 info@beehivetoyfactory.co.uk

Character Options 0161 633 9800 | sales@charactergroup.plc.uk Following on from Character Options’ success with Moon Shoes, which won the Outdoor Sports Toy of the Year award in the Toy Industry Awards 2021, the company is to introduce a new category - Stay Active. Launching this spring, the Stay Active range will comprise familyfriendly toys that can be played with both inside and outside to promote active fun. This collection will include new line introductions as well as existing favourites Jump It, KickerBall and Moon Shoes. A fun addition to the spring/ summer portfolio is Splash Out, a game that requires players to throw the ball to another person to avoid getting splashed out. Integral to Splash Out is the ball, which can contain either water or an air-filled balloon, as well as a wind-up timer. When the timer runs out, the water balloon is popped and whoever is left holding the ball gets splashed. Also fresh for spring is the Sling Ball. Kids will love hooking the ball and launching it up to 60 feet for a friend to catch in their racquet net. More fun is on the way later in the year with the addition of Jump-It Wipeout and Hip Hoppa for autumn. Both toys received rave reviews at London Toy Fair and are sure to be popular with all ages. Character says the Jump-It Wipeout game is the ‘greatest jump skip challenge yet’. Kids can choose from three modes of play: the tension builds with each level of increasing difficulty as the music plays in time with the speed of the skip bar. The skip bar is made of detachable foam segments, making this game both fun and safe to play. The Hip Hoppa, meanwhile, is a jumping ball toy with a handle and tether that packs all the fun of a pogo stick into a more transportable format.

KAP Toys 01423 368888 | www.kids-at-play.com | orders@kaptoys.com KAP Toys continues to see success with its line of high-quality Falk ride-on toys, all of which are authentically based upon real life branded vehicles and offer kids a raft of outdoor play opportunities. KAP is keen to share the latest developments from its French partner, and though it says nothing beats a trip to the factory and a tour of its state-of-the-art facilities, the company is pleased to now offer retailers the option to preview all its new ranges online. For 2022, the Falk range welcomes a number of new additions that expand it beyond the iconic tractor ride-on. The innovative management and design teams have been working on a refresh and have invested significantly in new tooling, resulting in a much broader range of products. Particular heroes for the UK & Ireland market are the licensed JCB items, but other properties cover a broad swathe of globally recognised motorcycle and agricultural names. New lines include something suitable for kids just discovering the art of walking right through to a fully loaded role-play pedal tractor so big, even adults can squeeze onto it. These toys are not just for summer but year-round outdoor play, and their robust design means they can be passed down or shared with other families. The new developments have not come at the cost of the quality Falk is known and loved for. In fact, the Falk logo redesign, which goes hand in hand with the latest product launches, prominently reinforces the ‘European made, European tested and European quality’ standards the brand strives to offer. The factory can cope with both large and small volume orders, and KAP Toys can develop a programme to suit any retailer looking to lock down the summer ride-on business. Products are ready to ship now, so readers are advised to get in touch and beat the rush.

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Beehive Toys 01460 241800 www.beehivetoyfactory.co.uk info@beehivetoyfactory.co.uk The Beehive Toys range of multifunctional trikes has been performing well at retail since launching several months ago. With a design focusing on ease of use, quality and value for money, the 3-in-1 Multifunctional Trike won gold at the Made for Mums Toy Awards 2021. The trikes offer great value for money as the different stages of use allow them to grow with the child from approximately 18 months up to five years. The versatile design of the 3-in-1 Multifunctional Trike includes a balance bike, tricycle and a push trike mode with safety bar, all which can be switched between seamlessly with the click of a button. Each design in the range comes with a removable parent ‘push-handle’ that can be used to control the speed and direction of the ride-on for added support and stability for young children. With effortless folding at the click of a button, the trikes are perfect for taking on the go. Be it in the car, on holiday, under the pushchair or to a grandparents’ house, this multifunctional trike is a perfect ride-on toy for toddlers and young children. The Easy Rider range also continues to sell well. Featuring a more classic design, these ride-ons have a retro-style frame and seat that’s lower to the ground for enhanced balance and stability. The higher back ensures maximum support for children as they pedal around. For children who are confident on two wheels rather than three, the 16” Vintage Bicycle is the perfect next step up and is another Gold award winner for Beehive Toys, being voted Best First Bike. The eye-catching design of the bicycle has unique retro styling, which has proven to be popular with both children and adults alike. Beehive Toys offers a raft of benefits to its trade customers including 40-50% off RRPs, low minimum order amounts, no minimum order quantities, free next day delivery on orders and unrivalled customer support. Based exclusively in the UK, Beehive Toys is always happy to welcome new retailers.

Geemac 01604 401719 | Sales@geemac.biz Geemac is pleased to offer the leading outdoor brand Sportspower, which remains in-demand among parents looking to keep their kids active. The range focuses on five key areas of outdoor play: trampolines, outdoor metal, constant air, wood play and goals. This year sees Geemac launch its largest product portfolio to date, which will include an additional licensed offering from pre-school brand Fisher Price. Following a strong couple of years, Geemac has invested back into new product and lifestyle photography, component assets and instructional videos to support online growth, while national marketing campaigns will further drive sales. Items can now be supplied direct FOB, domestically or home delivered, and all Sportspower products will also be supported by the company’s in-house helpline.

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The NEW ECO+ Toy Range. Fun, friendly and sustainable. Taking care of children also means taking care of the world in which they will grow up. This is why we are committed every day to safeguard the future of the world. This concrete commitment to act respectfully to people and environment, for a better world, is supported by the new ECO+ range.

! W E N

N! E E R G PPER HOY FIRSTE M LANC BABIKE!

- 36 months ˙ 18Ergonomic ˙ Comfortablesaddle handles ˙ Soft anti-puncture wheels ˙ Domestic indoor & outdoor use ˙

! W NE ˙ ˙ ˙ ˙

ALLND OUON! ARD RI E

1 - 3 years Swivel wheels Mechanical car horn Compartment under seat

IUM PREAMINABLE SUSCTKAGING! PA

The Chicco Eco+ range is made from recycled plastic and uses sustainable packaging. For more information, please contact your account manager or email: reception.uk@artsana.com For full range information, please visit www.chicco.it/giochi/ECO-Chicco

HTI Toys 01253 778 888 | www.htigroup.co.uk The Evo brand evolves along with consumers of all age groups by developing and offering a multitude of on-trend scooters and wheeled products which are cool, fun and engaging. Evo’s mission is to provide a unique value proposition aligned with quality and outstanding design, for all ages. Kid can stand out and be seen day or night with the Illuminate, Rainbow Blast and Colour Burst scooters. Evo’s signature light-up scooter assortment has been designed with innovative light-up decks, wheels and branded features, offering an exciting addition to the light-up sub-category for children aged six and over. Complete with modern frames and bright, fun colours, these scooters are tipped to be trendsetters in 2022. Perfect for the younger market, the Evo Character Head Light Up Mini Cruisers and Light Up Move and Groove are a compelling introduction to wheels. Kids will love these 3-wheel scooters, which are cleverly designed to help with balance and coordination. Designed to turn heads, the Unicorn, Shark, Puppy or Dino character scooters, each with their fun light-up wheels, are sure to encourage outdoor exploration. As kids progress through the range, popular lines like the brightly coloured Evo Light Speed, Velocity and Cross Rider provide style and varying levels of performance across the Kids/Teen and Urban areas of the product offering. These items provide something for everyone, from casual riding and intermediate commuting to off-road adventure. Evo continues to raise the bar with original and inspiring products for autumn/winter 2022, offering all-round scooter solutions to both toy and wheeled retail specialists.

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Mookie 01525 722 769 | www.mookie.co.uk Spring/summer 2022 will see Mookie Toys introduce a host of new toys across different product categories, catering to continued parental demand for innovative outdoor toys packed with play value. TP Toys continues to enjoy substantial growth both domestically and internationally, with innovation being the key driver. This year the range welcomes the TP Potting Bench range, which has been inspired by kids getting out into the garden with their parents during lockdown. The range also encourages STEM learning whilst getting kids outdoors and active. The potting benches give children their very own garden station where they can experience the joy of taking a seed and turning it into something beautiful. The TP Toys Potting Benches are packed with unique play accessories including a viewing window to see how vegetables are growing, an attractive trellis for optimal sunlight exposure, a coldframe to protect seedlings, and a water butt to make the most of the British weather. This year marks the 25th anniversary of the iconic TP Explorer Metal Climbing frame. Steeped in TP history, this much-loved frame is now available in two colourways with a wide range of modular accessories. To coincide with the anniversary, TP is launching the latest addition to its Metal category, the UFO Range. Bridging the gap between outdoor toys and garden furniture, the UFO Climb & Den is a completely new and unique climbing frame guaranteed to be a hit with children and parents alike. Children can release their energy as they climb up and over the sturdy metal frame, while the roomy suspended den makes the perfect chill out area. Adjustable feet provide stability on uneven ground, making it ideal for gardens of all shapes and sizes. Following a rebrand and improved product design in 2021, Swingball continues to be a household favourite as families get up and moving to play the classic game. A constant best-seller in NPD rankings, the Swingball brand will this year be focusing on new and engaging assets and video content to wow consumers. The Bugs range continues to be a go-to purchase for parents, making it a No. 1 option for a first rideon. Bugs continues to see a high demand across all product ranges, with Scuttlebug featuring in NPD year after year and proving itself to be perennially popular.

Simba Smoby Toys UK 01620 674 778 | www.simba-dickie-group.de/en | sales@simbasmoby.com A one-stop shop for outdoor toys, Simba Smoby Toys UK’s trusted Smoby brand continues to go from strength to strength, with a host of exciting launches and significant investment into the range. Magical licensed lines join the Smoby portfolio for 2022, such as the Disney Frozen Playhouse - the perfect place for kids to recreate all their favourite moments from Frozen and Frozen II. Presented in the instantly recognisable Frozen colourway and decorated with images of Elsa and Anna, the playhouse is ideal for young Frozen fans. The Sweet Corner Playhouse looks just like an ice cream parlour and comes packed with fun features to make role-play as realistic as possible. Customers will be invited to place their orders at the window, before kids pretend to prepare and serve up their treats. Also new for spring/summer is the Smoby Garden Kitchen. Kids can host their own barbecue summer parties with this outdoor kitchen play set. Coming complete with a grill, fryer and sink with water pump, this play set offers children all the tools and accessories required to cook up a pretend feast. The Smoby Adventure Course, meanwhile, is perfect for encouraging active play both indoors and out. Helping to develop balance, coordination, sensory and motor skills, the Adventure Course comes with four bases and four walking boards. Parents can use these to create a raft of configurations to help little ones develop intuitive skills as well as their imaginations.

Naylor Activity Tunnels 01226 444 378 | www.nayloractivitytunnels.co.uk | nayloractivity@naylor.co.uk Encouraging children to take daily exercise is more challenging than ever, so Naylor’s range of colourful activity tunnels has been designed with the imaginations of kids in mind. Due to their robust construction, the company’s tunnels can withstand plenty of playtime fun and adventures, from crawling and hiding inside to enthusiastically rolling around. Their size and flexibility also allow the tunnels to be used alongside existing toys and play equipment, further encouraging kids to get active and step away from screens without even realising it. Naylor tunnels are made from a medium PVC material which is up to four times thicker than alternatives on the market, while a spring steel wire coil, fully enclosed in a heavy-duty, hard-wearing cover strip, means they are also flexible and self-supportive. The use of PVC makes all Naylor tunnels suitable for indoor activities but also durable enough to withstand outdoor play whatever the weather: they are waterproof, easy to clean and concertina down for storage. The durability of Naylor tunnels means they will become part of playtime throughout kids’ developing years. Naylor tunnels are available in a choice of six bright and eye-catching colours. Within the single colour range, tunnels of two lengths and diameters cater for children of all ages. A multicoloured tunnel is also available in size small. Child safety is paramount to Naylor: all the company’s tunnels are independently tested and fully meet the requirements of the European Child Safety Standard EN71.

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ELECTRIC GO KART

01626 835400

www.wiltonbradley.co.uk

sales@wiltonbradley.co.uk

Video ads available on youtube

Outdoor Toys

Funrise 01908 555 640 | www.funrise.com Gazillion Bubbles has been at the forefront of premium bubble creation for over 30 years. The company says its top-secret bubble solution blows bigger, brighter and more colourful bubbles than any other solution on the market. With an extensive array of bubble toys and machines to choose from, Gazillion Bubbles has something for everyone. The Gazillion formula can be used in conjunction with Gazillion machines or blasters. All Gazillion Bubble machines and blasters have been specifically designed to work with the Gazillion solution, meaning that when they are used together they create a mesmerising bubble display that will enthrall kids and adults alike. Innovative new products for spring/summer 2022 include the Twirlin’ Bubble Wand, which allows kids to create hundreds of bubbles simply by spinning the wand. Also new for 2022, the Light Show Bubble Wand releases a flow of bubbles with a glowing light show effect. With five different light patterns to discover, kids can enjoy lots of bubble fun either during the day or at night.

Dolu Toys 07877443733/07850779797 | sales@sjr-associates.co.uk This year Dolu has expanded its outdoor offering, increasing its range of tractors and launching new ranges of gardening accessories and kitchens. It is continuing to see incredibly strong demand for its outdoor products, with positive feedback from customers who say sourcing product outside of the Far East is now more important than ever. As Dolu is based in Turkey, with the factory just outside of Istanbul, it offers an easy option for supply, with a reliable, flexible service of delivered product pricing from the factory to the customer’s warehouse, with no MOQs per item and short lead times. New additions to the Dolu ranges for this year also include new lines in its Nursery range including a new 3-in-1 training potty and collapsible baby baths.

Flexible Durable Lightweight Flame retardant Anti-fungal Available in 4 colours For indoors/outdoors Weatherproof Easy storage

E: nayloractivity@naylor.co.uk Tel.: 01226 444378 Toy World 118

Outdoor Toys

Hasbro 0208 569 1234 | www.hasbro.co.uk

The Nerf Elite 2.0 Eaglepoint RD-8 blaster can be customised ready for any mission. This dart blaster includes an attachable scope and barrel so kids can create different blaster styles as they gear up for Nerf games: they can go lean and mean with the core blaster, add the scope to line up targets and add the barrel for distance targeting. The revolving drum has an 8-dart capacity and is capable of firing all the darts in a row, before being reloaded quickly from the onboard dart storage which holds a further eight darts (16 in total). Once kids take aim, they can send the darts flying through the air up to 90 feet (27) metres. The Nerf Elite 2.0 Eaglepoint RD-8 blaster also features three tactical rails for the addition of Nerf accessories (each sold separately, subject to availability), and no batteries are required. Alternatively, kids can enjoy 4-dart blasting action with the Nerf Elite 2.0 Prospect QS-4 blaster. An impressive four barrels let kids unleash four darts in quick succession, allowing them to take on the competition in any Nerf game with a blaster that's fast and easy to both load and fire. The blaster includes eight official Nerf Elite foam darts: four to load the blaster and four backup darts for reloads. Simply insert the darts into the barrels, pull back the priming handle and pull the trigger to release one dart, taking aim at targets with the blaster's nonremovable scope. A range of Nerf Elite 2.0 blasters is available, allowing kids to build their Nerf collection and seize the advantage in every battle.

United Wheels UK 01525 664041 | www.huffybikes.com | salesuk@huffy.com Stock is now available from Huffy, the famed bike brand and a household name in the US. Huffy, whose strapline is ‘We Make Fun’, has revealed its latest bike, ride-on and scooter offerings, all of which are designed to help retailers secure those all-important outdoor toy sales. Together with its partners, Huffy aims to get kids outside and active by encouraging consumers to #livetheride in 2022. First bikes are an exciting milestone, and the Pro Thunder range from Huffy is no exception. Idea for fun outdoor adventures with family and friends, the Pro Thunder features vibrant, eye-catching colours and cool graphics for miles of memories. The durable steel frame comes with fast rolling air tyres on coloured rims, making this a fun ride with a truly striking look. All Pro Thunder bikes arrive 85% assembled, meaning that parents can finish building them and have them ride-ready in just a short amount of time. Available in wheel sizes 12”, 16” and 20”, stabilisers are also included on the smaller models. The Huffy Glimmer kids’ bike is a favourite among young kids wanting to learn the art of riding a bike in style. It has removable stabilisers, making it great for early riders, plus a bright, bold design and a fabric storage pouch on the handlebars. Sparkly graphics will make kids feel like a star. The Glimmer also features a comfortable padded and decorated seat, while the easy rolling tyre treads, supported by lightweight alloy spokes, are great for families looking to get out and active. Wheel sizes 12”, 16”, 18” and 20” are available. All Glimmer bikes feature Huffy’s patented Quick Connect system for quick assembly and minimal need for tools. The Huffy Inline Kick Scooter E13 Pro Elite is fully decked out with an upgraded nylon/steel Triad brake, CNC wheels and concealed ABEC 9 sealed bearings, enabling a faster, smoother and more controlled ride for experienced riders. The added anodised pegs help kids to increase their stunt and trick repertoires, as well as open up more street riding options. The lightweight aluminium frame and extra-long deck, paired with a steel hydroformed fork, makes this a versatile scooter that can soak up hours of hard riding without sacrificing weight. The Huffy Disney Princess Royal Horse and Carriage Electric Ride On is easy for kids to both start and ride: the foot pedal accelerator makes it a simple drive away product. Kids can take control with the in-carriage steering wheel and forward or reverse controls. The pretty pink design features images of Disney favourite Princesses, Ariel, Aurora, Belle, Cinderella, Jasmine, Rapunzel, Snow White and Tiana. Pressing the heart-shaped button on the steering wheel triggers phrases from three of the all-time favourite Disney Princesses. It also has opening doors, a handy cupholder and a glovebox with plenty of room for toys and royal accessories, and the horse has a brushable mane and tail for styling fun. Kids can take to the streets with the unique drift and spin action of the Huffy Green Machine. The ability to pull off 180° turns and skids make the Green Machine a standout among tricycles and go-karts. Kids can use the control levers to spin, drift and have fun, and the sport bucket seat provides excellent lateral support. Pedal brakes mean that Green Machine can be safely brought to a stop when necessary. The 10” front wheel and two rear wheels made of reinforced plastic, plus its rugged metal construction, make this drifter extra safe for young karters. This go-kart is simple for parents to build and easy for kids to drive.

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fresh FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: Amaroni, Bachmann Europe, Canal, Cartamundi, Konami, Lego, Mattel, Schleich & Playmonster UK.

Barbie Cutie Reveal Mattel | 01628 500 000 www.mattel.com

The Barbie brand says it is launching ‘the cutest unboxing experience ever’ with the new Barbie Cutie Reveal range, an exciting new evolution of its popular Reveal segment. With a total of 10 surprises in each package, the Barbie Cutie Reveal dolls offer unboxing fun with soft, plush animal friends and fashions as well as surprises and transformations to discover. Series 1 includes a bunny, kitten, puppy and panda, all accompanied by four bags containing fun surprises. The new range offers the engaging reveal element kids love while also providing exciting transformative play. Kids remove the animal costume to find a Barbie doll with long hair and twinkle-shine details, then open the surprise bags to find shimmery clothes, accessories, a sponge-comb and a matching mini pet. They can then dress and accessorise Barbie. The costume top reverses to become a super-soft fleece jacket with a cute fashion print, and the costume head turns into a pet bed. The surprises continue with colourchange cuteness as animal face paint appears on Barbie dolls face, and her pet friend ‘opens and closes’ its eyes.

Terra Kids

Amaroni | 01205 260 384 www.amaroni.com Terra Kids, from Haba, is a line of fun and functional toys designed to unlock the imagination and promote creative engagement with the great outdoors. Fostering fine motor skills, concentration, and stamina, the toys recreate grown-up adventure gear in gender neutral colours that are attractive to boys and girls. Discovering the world by building dens, navigating with a compass and creating woodwork are just some of the activities that help to instil children with confidence and a sense of independence. The Terra Kids range of kits, tools and toys helps to make these possibilities a reality. Terra Kids Connectors are a great way to get children out into the fresh air and bring handicrafts to the great outdoors. All children need to do is collect small sticks and twigs, drill holes into them and use the Terra Kids Connectors to bring a fabulous range of animals, fantastical creatures, figures and even vehicles to life. Another popular adventure toy from Terra Kids is the virtually unsinkable Cork Boat Assembly Kit. Ideal for a weekend trip to the waterside or beach, the basic design is quick and easy to build and can be upgraded with materials easily found in nature. Amaroni is the official distributor for Haba toys and games in the UK. The educational toy and games distributor recently launched a new B2B website that offers a streamlined and simplified purchasing process for retailers. Amaroni’s product range is sourced from toy producers that embrace social responsibility in a variety of ways and the new trade website provides ‘real time’ information on pricing and stock availability. A link to this new B2B facility can be found on the Amaroni website.

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Lego Star Wars Helmets

The Lego Group | 01753 495 000 | www.lego.com Lego fans can now construct the helmets of three Star Wars favourites thanks to The Lego Group’s latest additions to its range of licensed models. The new launches include Luke Skywalker's iconic pilot headgear, the headwear of legendary bounty hunter Din Djarin from The Mandalorian, and the Dark Trooper helmet complete with glowing red eyes. The highly detailed Lego Star Wars Luke Skywalker helmet features a brick-built microphone, translucent red visor elements and nameplate, while the sleek Lego Star Wars reimagining of the Mandalorian’s iconic helmet uses metallic Lego elements to recreate the shine of beskar. Those enticed by the dark side can show their loyalty to the Imperial Remnant with the Lego Star Wars Dark Trooper helmet. The model recreates the contours of the helmet in Lego style and uses a combination of translucent red Lego elements and white bricks to recreate the Dark Trooper’s shining red eyes. The new Lego Star Wars helmet models are available now.

Hatching Baby Dragons

Schleich | 01279 870 000 | www.schleich-s.com/en schleich@schleich.co.uk Schleich has further expanded its collectible offering with its first range of mystery collectible eggs featuring cute baby animals. Part of the magical world of bayala, there are six Hatching Baby Dragons in blue coloured eggs and six Hatching Winged Baby Kittens in pink eggs to collect including two rare transparent, sparkling figures. Each of the limited-edition baby animals comes in its own egg which can be used to store the figure, as well as a small collector poster. The collectible range is available in a counter display unit for the cashier area with a total of 22 eggs in each CDU.

3D Wooden Puzzles

Bachmann Europe | www.toyway.co.uk | sales@toyway.co.uk Creative kids and adults can take their first steps towards model-making with these new pre-coloured 3D wooden puzzles from Toyway. The pieces simply push out and slot together, with a number system to follow to make the finished model. A great project for parents and children to construct together, the assembling of the puzzles has many educational benefits, including creative thinking and problem solving. There are six animal puzzles and six dinosaur puzzles to choose from. Children can also start off on their dinosaur discovery from an early age with new soft touch dinosaurs, which have been added to the Toyway range for this year. Soft, squishy, bendable and bashable, these models make great toys for imaginative role play. Available as four different types of dinosaurs, the models feature detailed skin texture and are suitable for children aged three and over.

Bicycle playing cards

Cartamundi | 01268 511 522 | www.cartamundi.com Bicycle has long been considered a superior, premium brand of playing cards. Whether it’s for magic or card games, these highquality playing cards take card handling to a higher level. All Bicycle cards are created with patented air cushion technology that gives the cards a unique finish and smoothness in comparison to other brands. The cards also provide the perfect choice for entertainment on the go. Whether on a long trip or on the road, travelling by plane or cruising by train, everyone can experience the magic of playing cards with Bicycle’s iconic collection of intricate decks. Bicycle cards are the most widely used playing cards in the world, and having launched over 130 years ago there is a rich history behind the brand. The name Bicycle was chosen to reflect the popularity of the bicycle at the end of the 19th century and remains an iconic visual that is still easily recognisable today. As well as the classic blue and red design on the Rider Decks, Bicycle is known for its detailed designs and themed decks such as Architectural Wonders of the World, Fyrebird and Dragon. In autumn/winter, Bicycle launched its NFT Genesis Collection which saw the brand build on the success of its historic roots whilst targeting the younger generation. The brand’s rapid expansion into the UK market has put Bicycle firmly on track to become the No. 1 playing card in the UK as well as the USA.

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WWF Wild Scenes Grow & Play

PlayMonster UK | 01628 488 944 www.playmonster.co.uk | trade@playmonster.co.uk PlayMonster UK has announced a new WWF Wild Scenes Grow & Play range for this summer, created in collaboration with WWF, the world’s leading independent conservation organisation. The Wild Scenes Grow & Play range is made with 100% recycled plastics, 100% recyclable packaging, and contains no single-use plastic. The packaging also uses no plastics and is made of FSC certified paper and card (fully recyclable). The new PlayMonster range identifies with the WWF mission to create a world where people and wildlife thrive together, by living sustainably within the means of the planet. The Wild Scenes Grow & Play sets enable children to grow and preserve green habitats for orangutangs, tigers, elephants, and pandas. Each set comes with seeds that have been cultivated using no genetic modification or toxic chemicals that can be harmful to the planet. The recyclable lid also doubles up as a propagator, helping the seeds sprout into lush greenery. The Wild Scenes Grow & Play will launch with four sets, each with a mummy and a baby animal: Orangutang’s Treetop Adventure, Tiger’s Hideout, Elephant’s Watering Hole and Panda’s Bamboo Forest. They all come with engaging factbooks that teach children and families about conservation and the need to protect the habitat of the endangered species. Supporting WWF’s work, PlayMonster is giving a percentage of the profits from Wild Scenes to help protect endangered species. The Wild Scenes Grow & Play will be introduced for Summer 2022 and will launch with supporting digital marketing, social media and PR campaigns and be promoted through WWF channels.

Yu-Gi-Oh! Battle of Chaos

Konami Digital Entertainment B.V | 01753 271737 www.yugioh-card.com/uk Konami Digital Entertainment has announced the launch of Battle of Chaos for the Yu-GiOh! trading card game (TCG) in Europe and Oceania. The 100-card set, which is the first core booster of 2022, features new cards that work with Yugi Muto’s Dark Magician, including a new Ritual Monster, a new Fusion Monster and a new Dragon form of Timaeus. Battle of Chaos features new cards for themes introduced in Burst of Destiny, including an ocean of new Icejade cards and a powerful new Level 10 Swordsoul Synchro Monster; new cards for “chilling” strategies like Vampire and Ghostrick; new Nordic monsters and Nordic Relic cards; a brand-new World Premiere theme, plus much more. In total, the Battles of Chaos booster set contains 100 new cards: 50 Common cards, 26 Super Rare cards, 14 Ultra Rare cards and 10 Secret Rare cards. The Kuriboh Kollection of accessories is also now available in Europe and Oceania, with four accessories to collect featuring fanfavourite Fiends, Kuriboh and Magikuriboh, Yu-Gi-Oh! fans can also keep their main, side and extra deck safe with the Kuriboh Kollection Card Case, holding a total of 70 sleeved cards and a themed deck divider. They can also multiply defences with the Kuriboh Kollection Card Sleeves: each pack comes with 50 tournament regulation card sleeves featuring Magikuriboh. The Kuriboh Kollection Game Mat is adorned with dozens of Yugi’s signature Fiends and offers a Duelling surface. Those wanting to show off their collection or display their trades, can also get the Kuriboh Kollection 9-Pocket Duelist Portfolio: a 10-page side-loading folio that stores and protects up to 180 cards. Battle of Chaos and the Kuriboh Kollection of accessories are available across Europe and Oceania now.

Fidget Slime

Canal Toys | 01904 379 123 www.canaltoys.co.uk | sales@canaltoys.uk Canal Toys has combined the two trends of fidget toys and slime to come up with a new addition to its popular slime range: Fidget Slime. The kit includes 800g of brightly coloured slime in four colours, with each one super stretchy and ready to use straight out of the pack. Children can select the clear, purple, yellow or pink coloured slime and then mix the creations together for a multi-coloured and satisfying slime sensation. For extra sensory play, the slime can be mixed using the cute fidget toys included in the kit; the toys can also be hidden inside the slime and then squished and played with. Each slime is designed for multi-use and can be put into a resealable bag making it a mess free kit which is also toxic free. Fidget Slime will be supported with an extensive marketing and PR campaign and Canal will also be launching an extension to the line with the Fidget Slime Case in June.

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OUT OF THIS

WORLD The new UFO Range has landed!

AWARD WINNING

Scuttlebug, Scootiebug and Scramblebug

Creating champions SINCE 1976

The London Toy Fair was a joy – and a far more international event than we are used to, with visitors from as far away as Romania, Albania, UAE & Saudi Arabia, Israel and South America making the trip this time round. Which perhaps makes it all the more surprising that the head of toys of a large grocery account wasn’t able make the trip from North Hertfordshire…

Allegedly

To be fair, attendance in London from the major accounts was generally very good – probably better than expected, given the fact that many of them are not even back in the office part time, yet alone full time. Hopefully the fact that the majority were able to convince the HR powers that be that it was important for them to attend the event augurs well for the return of face-to-face meetings in the coming weeks… Although I was amused to hear that before the show, one supplier tried to make an appointment with a major customer, only to be told “Sorry, I’m back-to-back Tuesday and Wednesday.” When the supplier suggested he had some gaps on the Thursday, the retailer replied: “I am only there for two days, so I’m afraid don’t have time to see you.” If only there was an obvious solution to that situation… Sadly, not everyone could make it to London. Some chose not to attend, including a few notable Irish and Scottish retailers. You have to respect their decision, although I do wonder in hindsight if they feel they made the right choice. Others, unfortunately, had no say in the matter: there a few ‘eve of show’ covid cases, including one of the UK toy community’s leading retail figures, who first attended the show in the same year I made my debut. Meanwhile another broke his ankle after falling off a ladder in his warehouse days beforehand. I know that they will both have been absolutely gutted to have missed out… Having offered a few personal observations about this year’s show in my Friday Blog, it was interesting to find out how many people shared my reservations about influencers - and particularly their kids - taking over the show in recent years. A few experienced PRs even posted in agreement, which was particularly surprising. If I’m being honest, the absence of kids this time round made it feel far more like the Toy Fairs of years gone by, and it will be interesting to see what happens next year. I understand the thinking behind why they were encouraged to come in previous years, but in truth it felt far more professional without them. There are plenty of dedicated media events to cater for bloggers and influencers; ultimately, the Toy Fair is a retail-focused show, and this year it felt like the focus had returned… A few visitors grumbled about the closed stands in the National Hall, but I am afraid you are always going to get that with some of the larger companies. And when one exhibitor told me they received a rollicking from their US parent company when an image of an embargoed product was leaked online

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after someone had sneakily taken a picture through the front window of the stand, you can see why they feel the need to have some protection and security. A decent retailer wouldn’t behave like that, nor would any self-respecting B2B journalist who has a relationship with the company (why would we risk the loss of tens of thousands of pounds of ad revenue and reputational damage to leak a picture to get a handful of nerds excited?), so it can only have been someone attending from outside the mainstream professional toy community… Two weeks after the London Toy Fair, Spring Fair took place in Birmingham. It is difficult to know how successful the show was overall, although I read some effusive reports online from journalists in other sectors, so I can only assume they felt the same thrill at being able to meet up in person as we did at the London Toy Fair. However, Spring Fair was slightly different as far as toys was concerned: the toy section seems to get a little smaller every year, although there were a handful of toys and games companies dotted around the gift halls, in addition to the main toy presence in Hall 5. And thereby hangs the rub: from numerous conversations at the show, it strikes me that the majority of toy companies that have kept faith with the event have done so in the expectation of meeting gift and other retailers who are perhaps less likely to attend the London Toy Fair. Sure, a handful of toy indies visited the show, but I didn’t see much in the way of major toy buyers there – and those toy retailers who did attend were mainly looking for different ranges to broaden their offering, rather than sourcing mainstream toy lines. I heard of a couple of companies that decided not to show this year as they were told they couldn’t get a stand in the gift halls – but does the creation of a toy ‘ghetto’ make it more or less likely that gift retailers will visit that section of the show? The organizers clearly believe that creating a kid-focused sector attracts gift stores, but I wonder if toy companies share that view – many that I spoke to would rather be mixed in amongst gift exhibitors. Something for the show organizers to ponder over the coming year… Just as we went to press it was announced that Adrian Whyles would be leaving PlayMonster UK at the end of February. He’s done a great job and it’s a shame to see him leave - we wish him all the best with whatever comes next.. It was also announced that Viacom CBS is to change its name to Paramount. Posting the news on LinkedIn, I pointed out that I’d only just got used to not calling them Nickelodeon. Unfortunately, I inadvertently referred to their previous name as ‘CBS Viacom’ (note to self – careful when posting first thing in the morning before the second cup of coffee), although in pointing out my faux pas, Mark Kingston helped to amplify the number of eyeballs quite significantly. Maybe that’s the way forward on social media – greater engagement driven by a ‘spot the deliberate mistake’ element.

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Toy World Magazine March 2022

Articles inside

Green News

Fresh

Feature - Outdoor Toys

Opinion - Letter from America

Feature - Science & Nature

Special Feature - Toy Fair Season

Feature - Action Vehicles

Special Feature - 2022 Toy Fair Review

Talking Shop

NPD Insight

Opinion - Generation Media

Industry Moves

From the publisher