EASY TO LOAD FOR YOUNGER PLAYERS!
DESIGNED FOR GIRLS AND BOYS WHO ARE BLASTING INTO NERF BATTLES FOR THE FIRST TIME!
INCLUDES: 8
INCLUDES: 15
Welcome to the March issue of Toy World. Toy Fair Season is now officially over – or at least, the Q1 part of it is. What was once four shows in seven weeks has been condensed into an intense fortnight, where two shows run back-to-back. However, it does mean that prepping and following up are far easier than before, when we used to have double the number of shows spanning almost the whole of January and February.
Personally, I felt that Toy Fair Season 2023 was a huge success. Exhibitors and retailers turned out in force, most people saw who they wanted to see, and the majority came away with renewed enthusiasm and plenty to follow up on. I am not sure you can ask much more of the season than that.
From a UK perspective, the London Toy Fair was, quite simply, a triumph. The Toy World team spoke to a huge number of exhibitors and visitors across the show, and they all gave a unanimous seal of approval to the event. The vibe was overwhelmingly positive: the UK toy community is starting 2023 in a good place. It helped enormously that the show followed strong trading in the run-up to Christmas and also the weeks that followed –by all accounts, the early part of January 2023 has got off to a surprisingly respectable start. The majors were all present and correct, the specialists were out in very good numbers (so I was told by agents, and they’re best placed to comment), and retailers were looking for new lines to select, as stock levels had been significantly reduced across December and the first few weeks of the New Year. The perfect recipe for a successful show. Our editor Rachael has written a handy overview of what happened the show, which starts on page 38.
After the whirlwind of London Toy Fair, the following week saw the global toy community congregate en masse in Nuremberg for Spielwarenmesse. It was the first Nuremberg Toy Fair in three years, but it quickly felt like we had never been away. The buzz we’d felt at London Toy Fair in 2022 when the show returned after a Covid hiatus was very much replicated in Nuremberg. There were some subtle changes – for starters, around 700 fewer exhibitors made the trip this time round. However, all of the names you would have expected to be showing were present and correct. Despite an 8% drop in visitor numbers (presumably the absentees were largely from China and Russia), visitors still came from every corner of the globe. Perhaps the most noticeable increase in visitors came from North America, Canada and South America. Just as last year’s London Toy Fair saw more European visitors attend after Nuremberg was called off, so Nuremberg’s
attendance appears to have been boosted by the decision to move the New York Toy Fair to September.
Despite a rollercoaster 2022, the mood of the toy community across Toy Fair Season as a whole was once again positive and upbeat, and the shows had a palpable energy that no amount of zoom meetings can ever replicate. Those people who suggested that the pandemic had changed the world forever and that we wouldn’t need trade shows any more must be feeling a bit sheepish right now.
Just as we were all settling down to wade through all the proposals and quotes from Toy Fair Season, and hoping for a more normal year ahead, Amazon decided to throw a curveball into the mix by announcing that it will be cutting out distributors and dealing directly with brand owners in the European market, effective almost immediately in some cases. The announcement came just as we went to press for this issue, so there was no time (and, more importantly, no space) to pull together a detailed report on what this might mean for the toy community.
Let’s not forget, Amazon has been operating on a similar basis in the USA since 2019, but the US market is markedly different to the European market when it comes to distribution set-ups. If I am not mistaken, the current European distribution model which so many toy companies operate could now potentially be thrown into chaos. In some cases, companies will have to re-shape their entire distribution model – in under two months. One toy retailer summed it up rather succinctly: “That’s a ******* game changer.” Quite.
It's a complex subject with many grey areas and subtle nuances, but I did manage to write a Blog which explored some of the potential implications of the move, which you can read on our website. More details will no doubt emerge over the coming weeks, so keep an eye on the website and the April edition of Toy World for further debate on this contentious subject.
In the meantime, enjoy this issue, which includes extensive product features covering Outdoor Toys, Action Vehicles (Diecast and Radio Control) and the Science & Nature category. There’s also an exclusive interview with BargainMax’s Alex Woolfstein, as he takes the reins as CEO, aiming for an ambitious growth target of 40% this year. There’s also an interview with the toy buying team at AIS ahead of this month’s INDX Toy & Gift Show, plus all the latest news, views and details of a host of new products hitting shelves in the coming weeks.
We’ll be back at the start of April with another bumper issue, including features on three core categories - PreSchool, Collectibles and Games & Puzzles.
Independent toy buying group Toymaster has announced that its hugely popular annual show is now officially sold out.
In a statement, the group said: “All the stands for the May Show have been filled and we thank our suppliers for their continued support. We have 100 suppliers exhibiting, offering all attending independent retailers a wide range of options to select the best ranges and products for their stores. We look forward to welcoming everyone back to Harrogate in May for another fantastic show.”
The Toymaster May Show 2023 takes place from 16th18th May at the DoubleTree by Hilton Harrogate Majestic Hotel & Spa. The three-day event attracts independent retailers from across the country, regardless of whether or not they are members of the Toymaster buying group, and is very popular within the trade thanks to its laid back, yet professional, atmosphere and evening entertainment.
As always, the Toymaster team will be on hand at the show to discuss the many benefits of membership with interested retailers.
Smyths Toys has confirmed to Toy World that two new stores will open in The Netherlands before Easter, with more to follow.
The Dutch Retail Trends Media website reported that five years ago, at the beginning of January 2018, the retailer announced an ambition to open 30 stores in The Netherlands in the short term, to be followed by other countries on the European mainland.
Plans, and the order of events, changed as fate intervened and various opportunities presented themselves to Smyths Toys’ management, and the first European stores were opened in Germany, Austria and Switzerland, where Smyths Toys took over more than 90 Toys R Us stores. Last year, thanks to a takeover of PicWic Toys’ French operation, another 41 stores in were added in France, making Smyths the largest toy retailer in Europe. At the time, a Smyths spokesperson declared the PicWic deal “a great starting point for our expansion”.
The extension of the toy retail chain into The Netherlands will differ in terms of set up, as Smyths is building a completely new business in the territory, rather than taking over an existing toy retail business and store locations. Smyths has now confirmed to Toy World that plans to open new stores in The Netherlands are well underway.
The first new openings will be located in Amsterdam, in the Akerpoort shopping centre, and in Rotterdam, in the Bigshops shopping centre. The inaugural stores in the Dutch market will be approximately 1900 square metres and will also be supported by an online presence. Smyths Toys has plans to grow to about twenty locations in the territory the coming years.
Meanwhile, rebranding of PicWic stores in France started in January, as the Smyths team continues to successfully introduce and grow its brand in France.
Just Play has announced a worldwide master toy licensing agreement with Hasbro for its FurReal brand. Just Play’s FurReal Pets product line will launch globally in 2024 with a whole new collection of interactive pets.
With authentic animatronic features that mimic the mannerisms and behaviours of both real animals and mythical creatures, the FurReal brand has led the interactive pets’ category for over 18 years, selling over 100m pets in more than 75 countries. Millions of children worldwide have learned about animals and pet care while nurturing their beloved FurReal friends.
“We’re excited to work with Just Play on another of our beloved brands because of the confidence we have in the imaginative toy lines and rich experiences it has been able to create in this industry,” said Jess Richardson, vice president, Global Toys & Games, Licensed Consumer Products at Hasbro. “We know it’ll do the same for FurReal with products that inspire new experiences for kids and their plush pets.”
“FurReal is a brand that connects with children everywhere because of the magical interactions and emotional bond that Hasbro has brought to life in adorable pet plush,” said Sunny Lauridsen, senior vice president of Brand Strategy and Licensing at Just Play. “We’re thrilled that Hasbro is passing the torch to us to continue this incredible legacy of innovation in pet and nurture play.”
Konami Digital Entertainment B.V. has announced plans for the Yu-Gi-Oh! World Championship 2023, the prestigious international tournament that determines the world’s Top duelists in three categories.
Following the global events of recent years, the return will be the first time the tournament has been held since 2019. Konami currently plans to hold the Yu-Gi-Oh! World Championship 2023 this August in Japan.
Three separate tournaments will take place, for the Yu-Gi-Oh! TCG, Yu-Gi-Oh! Duel Links and Yu-Gi-Oh! Master Duel. Information regarding the qualifying rounds for the Yu-Gi-Oh! World Championship will be announced through the official Yu-Gi-Oh! card games website and social media channels and through ingame notifications.
The Yu-Gi-Oh card game will celebrate its 25th anniversary on 4th February 2024. Today, the Yu-Gi-Oh! TCG and digital titles including Yu-Gi-Oh! Duel Links and Yu-Gi-Oh! Master are loved by millions of fans all across the globe. To mark 25 years of duelling, Konami will launch its 25th anniversary project in 2023, including the release of commemorative products and a variety of other promotions worldwide. Other details will be revealed soon.
The popular Yu-Gi-Oh! TCG is available across the globe, with products distributed in more than 80 countries and nine languages to be enjoyed by fans of all ages. Readers wishing to find out more about the World Championship can visit www.konami.com/yugioh/worldchampionship/2023/en/ Konami has also revealed its plans to hold National Championships between May and June in 21 countries across the continent. Those countries will include the United Kingdom, Italy, France, Germany and Spain. The company is expecting thousands to compete this year, as they look to secure their path towards the highly anticipated Yu-Gi-Oh! World Championship. The very best duelists will compete in person for the right to call themselves National Champions, with special prizes on offer. Confirmed prized includes exclusive Prize Cards plus travel and accommodation for the 2023 European Yu-Gi-Oh! World Championship Qualifier.
Toy innovation company Wow! Stuff has announced the promotion of Dawn Lavalette to managing director. Formerly head of Toys at Tesco, Dawn joined Wow! Stuff as commercial director in 2019, responsible for leading the company’s sales strategy and teams globally. Four years on, Dawn has taken the helm as managing director with her new position coinciding with the company’s launch of new products at Spielwarenmesse, Nuremberg.
Dawn commented: “The feeling of being totally vested and aligned with the board of directors was essential in any move I made, and now the chance to run the company is a real honour. In four years, we have made so many great changes and investments, with a personal highlight being our Harry Potter Invisibility Cloak winning a Toy of the Year award.”
She added: “I remember the day I joined, seeing the huge potential of Wow! Stuff’s incredible ‘innovation engine’ and the excitement of the team but also how I could take us to the next level. You know when you are at the right company when the team shares the same values and gets excited by producing products that are so very special – and yes, to coin a pun, are just Wow!
“As we launch a raft of new innovations, from our new Nano Pods at entry price points to the Jurassic Park 30th Anniversary year edition Real FX Baby T.Rex, I’m thrilled to be leading the company as MD.”
Current CEO and co-founder Richard North moves to the position of president and, alongside the company’s chairman, Simon Gardner, formerly CMO Hasbro, will focus on partnership deals, mergers and acquisitions.
Richard added: “I am extremely proud to call Dawn our partner in Wow! Stuff. The business has professionalised under Dawn’s commercial leadership but most of all we are having tremendous fun building and launching blockbuster hero products, master toy ranges and innovative collectables in the finest licensed brands.”
Dawn’s history in toys started at Sainsburys where she held senior roles in merchandising before rising to become the senior Toy buyer. From there, she joined Tesco as head
With its brands FAO Schwarz, Sharper Image, Discovery Toys and Discovery #Mindblown, ThreeSixty Group is expanding across the European market. As part of the Group’s expansion into Europe, new distribution partnerships have been announced, including Canal Toys for France and the UK.
Intersource APS has also been announced as distribution partner for the Nordics. In addition, the group is expanding its strategic retail partnership with The PRG Retail Group across all its chains (Toys Center, King Jouet and Toys R Us in the Iberian Peninsula).
“These new partnerships will allow us to bring our innovative and high-quality products to even more customers in Europe and further solidify our position as a leading player in the market,” said JanEric Kloth, president at ThreeSixty Group. “We are confident that our collaboration with these esteemed companies will be a great success and we look forward to working together with our new partners.”
Sharper Image has been creating innovative products since 1977. With a focus on remote control and laser tag, offering fun for kids and teenagers, the brand has become known for innovation and clever technology driven products.
FAO Schwarz is one of the most renowned and iconic toy brands in the world, famous for unique toys, life-size stuffed animals, and interactive retail experiences, while Discovery #Mindblown introduces unique STEM toys and games that inspire curiosity, imagination and creativity.
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Country Farm Shop
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Country Alpaca Walk
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Country Rabbit Hutch
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Country Beekeeper
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Country Tractor with Harvesting Trailer
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Already an official distributor for Hasbro, Mattel, Spin Master, Jazwares and Moose Toys amongst others, A.B.Gee is now able to offer the World’s Smallest range to its customers.
“We are very excited to be introducing World’s Smallest into our portfolio of brands,” says Andrew Hardwidge, sales manager. “It is such a great fit for A.B. Gee’s existing range, as we already offer almost all of these universally loved toys in their full-size versions. This extended range of fully functional, miniaturised, collectible toys is sure to be an enormous hit with adults and children alike. World’s Smallest toys offer impactful packaging along with best-known brands like Rubik’s Cube, Hot Wheels, Barbie, Magic 8 Ball, Lite Brite, Stretch Armstrong and more, at a very affordable price.”
A.B.Gee prides itself on offering a comprehensive range of indoor and outdoor toys from one source, and in ensuring a smooth and consistent supply chain, from sourcing through to trade account delivery, all from the company’s 75,000 sq. feet Derbyshire head office and distribution centre. As well as being official distributor for a host of top toy brands, the company also supplies its own exclusive products in a variety of categories, spanning pre-school, plush, board games and outdoor toys.
Distribution covers the whole of the UK & Ireland, with a combination of A.B.Gee’s own sales team and agent partnerships. The company says the competitive edge it offers is a result of decades of collective knowledge and industry experience, which provides the team with an ongoing vision when sourcing products worldwide.
Going forwards, A.B.Gee will be supporting the new lines with PR campaigns, traditional marketing material and a strong social media presence. A limited range is available to order now with an extended range coming for autumn/winter.
This year, Barbie is introducing a brand-new innovation within the Dolls category that Mattel says will change how pre-school aged children play and interact with the brand. Tasja Kirkwood, vice president of Global Consumer Insights at Mattel, tells Toy World all about the company’s latest newcomer to its impressive Dolls portfolio.
What is My First Barbie?
Born from insights gained from parents, My First Barbie is the first-ever Barbie doll specifically designed for pre-school-aged children. The My First Barbie doll features the same look and feel that Barbie fans know and love, but is updated with large accessories, easy-to-dress Velcro fashions and a larger, softer body made for smaller hands and growing imaginations. Perfect for pre-schoolers, My First Barbie is a debut collection that encourages young minds to explore friendship and fashion play. It also provides opportunities to learn about day- and night-time routines, such as getting ready for bed by putting on pyjamas and brushing
My First Barbie will also benefit from dedicated content developed with pre-schoolers in mind; research shows that girls this age want dolls based on characters they can build an emotional connection with via TV shows and/or movies.
How does My First Barbie differ from the original Barbie?
The My First Barbie doll is larger than a standard Barbie doll, standing at 13.5” inches compared to 11.5”. The doll features a softer body, more highly articulated arms and legs, closed hands, younger facial attributes and long rooted hair. These features make it easier for younger children to hold, dress and manoeuvre their My First Barbie during play. parents a new Barbie play option to fit their individual child’s development –one that is specifically designed for a typical pre-school dexterity level.
What was the process behind creating My First Barbie?
My First Barbie was born from insights we gained from parents; we are always talking to families about what they are looking for that best suits their needs.
Through this research, we discovered a gap in the market. Parents had a desire to introduce their pre-school-aged children to Barbie but were planning to wait
This insight led to the exploration of the first Barbie doll designed specifically parents, was essential line that could not be hands and pre-school
Can you tell us more
For My First Barbie, the team conducted a nationwide survey with parents of pre-school-aged kids to better understand their general interest in a Barbie doll for pre-schoolers and
polled, in fact - feel their pre-school-aged children aren’t old enough to play with standard-sized Barbie dolls independently. This is because they often need assistance when changing outfits and engaging with the small pieces due to dexterity limitations. Ultimately, we leveraged these insights to deliver the best possible play experience for children - My First Barbie.
Independent toy retailer David Middleton is celebrating the hugely successful opening of his third store, Freak Treat. Commenting on the new store, which opened on 21st January, Dave said: “After retailing toys for 21 years, this was a risk, something different. The social media beforehand was positive, but would people turn up?”
The 900 square foot store, located just opposite Midco Toymaster in Burton on Trent’s Octagon Shopping Centre, specialises in the older toy and merchandise consumer – including kidults – with everything from t-shirts based on rock and metal bands, horror movies, cult franchises, Funko Pop! vinyl collectibles, anime and manga, action figures, licensed dolls such as Chucky, Squishmallow backpacks and totes, pocket money toys, movie props and replicas, and much, much more. The varied and carefully curated selection evidently went down with a treat with shoppers, as Dave explained.
“Oh boy did people turn up,” he said. “As soon as the shutter doors opened, people flocked in, and it didn’t let up all day; expectations were blown out of the water. In my opinion, Burton has needed something like this for years and it appears a lot of people have been thinking the same thing.”
Speaking to Toy World’s Rachael Simpson-Jones, Dave expressed his surprise at the Freak Treat sales figures, given the opening day took place the weekend before payday, and gave thanks to suppliers including Funko and Bandai, whom he highlighted as particularly supportive ahead of the opening. He added that his other two stores, Midco Toymaster and Midco Toy Planet, also put in very strong performances.
Some of the first customers to visit Freak Treat took to social media to share their feedback. One wrote: “My daughter loved it. Somewhere to finally spend her Christmas money. There was so much to take in. Think it will be a regular spot for us.” Another simply said: “Best shop on the planet. Love it.”
After 45 years of selling toys to UK retailers, 13 of which were for Wilton Bradley, Russell Lipman has decided to retire.
Russell has worked for Wilton Bradley for 13 years, having played a key role in the growth and success of the company throughout this time. As well as his distinguished career at Wilton Bradley, Russell has held sales positions at a number of companies over the years, including roles at One For Fun (formerly H Grossman), Class Act Accessories, Rainbow Designs, Hasbro, Coleco UK, Pedigree Toys and Mattel.
In 2022, he was honoured with a prestigious Golden Teddy award from the British Toy and Hobby Association (BTHA) for his outstanding contributions to the toy industry.
“Nothing is ever too much trouble for Russell, he goes about his job diligently and without ever a mutter of a fuss,” said friend and co-worker Mike Gascoigne, national account manager, Wilton Bradley. “He is a humble and unassuming man with a heart of gold, and the Golden Teddy award was the icing on the cake for such an incredible commitment to our industry.”
Wilton Bradley MD Tony Bradley added: “Russell has been an invaluable asset to our company, and we are grateful for his contributions over the past 13 years. He is also one of the most genuine people you will ever meet, a gentleman in every aspect of the word, honest and reliable. His commitment to his customers has helped us achieve great success, and we wish him all the best in his retirement.”
Toy World is sad to report that VTech’s Julian Page passed away suddenly on January 3rd.
Julian spent over 25 years in the toy industry, holding positions with Hasbro, Mega Brands and Mattel. Most recently, he was working as National Account manager at VTech, a role he held for over six years.
At just 54 years old, Julian leaves his wife Vicky and two daughters, whom he often referred to as his ‘Three Page Girls’. Julian was a great personality and was well respected, not just within the companies he worked at, but by all his customers past and present, his colleagues at VTech and his many friends within the UK toy trade and around the world.
A keen Coventry City supporter and avid golfer, Julian could often be found taking part in toy trade golf functions. As well as being a regular supporter of these charity events, he was the proud winner of the BTHA golf day in 2019.
At London Toy Fair in January, friends and acquaintances joined together to raise a glass in Julian’s memory, a gathering which close friend Tony Mace described as “a great turnout”, highlighting what a wonderful industry the toy trade is. “Julian would have been so proud of the respect he had from all his friends,” he added.
VTech Sales director Graham Canning commented: “Julian will be missed greatly and remembered dearly.”
Julian’s family has started raising money for a charity close to Julian’s heart, acknowledging his lifetime as an avid fundraiser. Julian was diagnosed with having type 2 diabetes back in 2015, then discovered he had type 1 in 2017. Diabetes was a contributing factor to his passing, and the family would like to raise as much as possible for Diabetes UK, in Julian’s memory, to help raise awareness and knowledge around this debilitating disease. Details can be found on
Amazon has advised Vendors of a revised buying policy, under the terms of which, it no longer intends to deal with 1P distributors. Many brands currently rely on distributors to reach customers via the online marketplace, and the new policy is expected to have far-reaching effects.
The letter to Vendors reads:
Dear Vendor
As part of a procurement policy implemented at a European level, Amazon has decided to focus on sourcing brands directly from brand owners.
As a result, we hereby inform you that we will stop sourcing all products from you, starting on XXXX*.
We remain at your disposal to discuss the above with you, and if you have any questions, please reach out to Vendor Support through Vendor Central.
You still have the opportunity to sell these products to customers directly on our store through Amazon Marketplace, as a third-party seller. If you do not already have a Seller Central account you can get started by speaking to a team member.
(*Toy World understands that different recipients of the letter are being given different deadlines, some as early as April this year.)
As Amazon looks to increase profit margins in its retail division, the move appears to have been designed to take distributors who take a share of the profits out of the equation. This will necessitate big changes for brands which rely on distributors to sell on the platform, who will be forced to either start a direct 1P relationship with Amazon or move with their distributor from 1P to 3P.
Asha Bhalsod, of Etopia Consultancy, who regularly writes for Toy World with advice on dealing with Amazon, commented: "This is a huge piece of news for any manufacturer that uses distributors to sell their brands through Amazon 1P. This move comes in line with ongoing news about Amazon’s focused efforts to increase its retail profit margins – at almost any cost. Cutting out the middleman will help secure profit margins by only going directly to the manufacturer."
Asha said that it is somewhat unclear still just how Amazon will determine whether a Vendor Account is managed by the manufacturer or distributor, but said she expected it to be determined through Brand Registry setup.
"Amazon will need to clarify the complexities of a Vendor Account having a blended catalogue of third-party vs own brand," she added. "It’s an interesting time for anyone trading with Amazon retail. No doubt this will be a global initiative.”
Geomagworld has announced two new appointments, demonstrating its commitment to expanding its presence within the UK and Ireland.
Andrew McCormick has been appointment as sales agent for Northern Ireland and Republic of Ireland. Geomag’s Clive Wooster said: “Geomagworld is delighted to have Andrew McCormick onboard as our Irish sales agent. Andrew needs no introduction to Irish customers with whom he has an exemplary reputation for professionalism and hard work. “
Bébélephant has been appointed as the new distributor of Geomagworld’s awardwinning, sustainable and 100% recycled Magicube range for the nursery industry. Clive Wooster added: “Geomagworld’s Magicube range is growing fast and to further build its presence in the nursery sector, Geomag is delighted to appoint Bébélephant, to distribute its Magicube range. Bébélephant has built an enviable reputation in this sector, and we are delighted to have Elliot Bishop and his team onboard.”
Elliot Bishop, managing director of Bébélephant, commented: “Our team was really impressed by the fact the Geomag Magicube range is made from 100% recycled plastic, a factor which is so important to parents these days. We look forward to working with Geomag to increase the distribution of Magicube.”
With these new appointments, Geomagworld is looking to build upon its already successful presence in the region and become an even bigger part of the UK and Ireland’s toy industry.
Craze has announced the appointment of Click Distribution (UK) to service UK and Ireland retailers in an agreement which started exclusively on 1st January 2023.
“The Craze brand has been developing very successfully in various European countries since its launch in 2012,” said Anna Sanfeliu COO, Craze. “We are pleased to launch the brand with Click Distribution (UK) for the UK and Ireland. With Click Distribution, we know that we have a partner with many years of distribution experience, and we are delighted to be working with the team.”
Luke Hillier, CEO, Click Distribution, added: “Our business has grown through representing the best suppliers, who are all fresh thinkers and create innovative, exciting products. Craze is a company we have admired for many years, and we are delighted to be working with it exclusively and introducing its range in the UK and Irish markets.”
Toymaster has updated some job titles within the team to clarify to members what their responsibilities are, both internally and externally, to fit more in line with the roles they are fulfilling.
“As we continually look to improve the service we offer to our Members and Suppliers, some of the roles performed by members of the team here in the office have evolved,” explained managing director Yogi
In order to better reflect the role Paul Reader undertakes within Toymaster, his job title has changed from marketing director to commercial director. Paul’s day-to-day responsibilities will not change, and he will continue to grow and develop Toymaster’s relationship with suppliers, licensors and other external partners to benefit members.
Jess Porter’s title will change from marketing coordinator to product co-ordinator. Jess is responsible for co-ordinating the product submissions and other associated information from suppliers for Toymaster’s catalogues, product hub, window features and any other marketing activity.
Kayleigh Wilson’s title will change from marketing coordinator to communications co-ordinator, with the responsibility for managing the communications sent out, both internally and externally, to members, suppliers and other external partners.
“I would like to wish Paul, Jess and Kayleigh continued success in their roles,” said Yogi.
Zapf Creation has announced the appointment of Ellie Moore as its new sales director. With almost 20 years’ experience within the industry, Ellie joins the team from MV Sports and Leisure, also bringing a wealth of knowledge and experience from her time at Tomy, Crayola and Vivid.
Ellie will oversee the sales portfolio for much-loved brands including nurturing doll brands, Baby Annabell and Baby born. She will also be tasked with leading on Zapf Creation’s commercial strategy, plus the growth of the brands with retail partners to maximise opportunities across all retail accounts.
Ellie said: “I am delighted to be joining Zapf Creation; with its dominance in the nurturing doll category and the amount of new development coming out in the next 12 months, it’s an exciting time to come on board. I look forward to expanding the business with existing customers and exploring new opportunities.’’
Commenting on the appointment, Thomas Eichhorn, board member at Zapf Creation, said: “We are very happy to welcome Ellie to the Zapf Creation family. 2023 is set to be an exciting year for Zapf and I have no doubt Ellie will be a brilliant addition. I would also like to thank departing sales director Guy Rooney for all his hard work and wish him well in his new role.”
Mayur Pattni joined the growing Funrise International team on February 1st. He joins Funrise with 15 years of experience in marketing and brand management and will be working alongside Annie Sullivan, general manager Northern Europe and Sebastien Cardi, general manager, Southern Europe to support the company’s growth in key territories.
Mayur’s previous experience includes the management of brands across a wide variety of categories including boys, girls, outdoor and plush for brands including TMNT, WWE and multiple Disney properties. Having recently served as marketing manager at Simba Smoby Toys UK, he oversaw toy fair exhibitions and was responsible for the implementation of key marketing tactics and strategy, including linear and digital campaigns and Smoby’s recent Premier League LED campaign.
“We’re thrilled to have Mayur join the Funrise team.” said Annie Sullivan, GM, Northern Europe. “His previous experience within the toy industry, and specific categories that are key to Funrise’s portfolio, will help provide a seamless transition within our organization. Funrise has some key brand and product launches for autumn/winter 2023, and we know Mayur will play an integral role in helping promote and market them.”
Mayur will oversee all aspects of marketing and PR for Funrise’s portfolio in all key European territories.
Vivid Goliath has announced that senior brand manager, Chloe Burrowes, has been promoted to marketing controller, a new position within the company’s UK Marketing team.
Chloe will be responsible for the Toys and Games portfolio as the company looks to launch into new aisles this year including Nursery with Modimi and DIY kits with Woodworx, as well as strengthen its expanding games portfolio into Crime, Strategy and Party Games.
Marketing director, Darrell Jones, commented: “In her three years at the company, Chloe has quickly risen to this senior position, showing strong commercial and leadership skills during her time with Vivid Goliath.”
Chloe added: “It’s a really exciting time at Vivid Goliath, with such a diverse and growing range of brands to nurture as well as so many varied and creative marketing campaigns in development. I’m particularly excited to manage the launch of the hugely anticipated board game of The Traitors. As a superfan of the show myself, I can’t wait to bring that immersive experience to people’s homes this Christmas.”
Following the incorporation of the company’s new UK & Ireland subsidiary and successful launch at London Toy Fair, Plus-Plus has confirmed the appointment of Claire Coekin as UK sales manager.
Claire joins Plus-Plus with over 12 years of toy industry experience gained in sales roles at Spin Master and Funrise International. She has been successful in working closely with customers across all sales channels to develop a wide range of toy brands.
Phil Hooper, UK managing director, said of Claire’s appointment: “We are delighted to welcome Claire to our growing Plus-Plus team. I have had the pleasure of working with Claire before and understand first-hand what a positive and professional person she is. Her experience, determination and drive are just some of the qualities that anyone used to working with Claire will recognise. She is also one of the most genuine team players I have ever worked with.”
Claire added: ‘I am delighted to be joining Plus-Plus at such an exciting time for the company. I believe passionately that Plus-Plus is a brand with huge potential to establish an evergreen presence in the UK & Ireland. I am looking forward to working with the Plus-Plus team in Denmark and the UK to bring the brand to life at retail.”
Canal Toys is delighted to appoint Paul to the team as senior national account manager. He brings with him a wealth of knowledge from his 30 years’ experience within the industry, having worked at John Adams, VTech, Smoby, Crayola and more recently, Sambro.
“We are really thrilled to have Paul on board at Canal Toys. After five consecutive years of growth, Canal continues to have focused but ambitious plans to strengthen existing, and develop new, retail partnerships,” commented Anthony Grimaud, managing director, Canal Toys. “Paul’s impressive background working for Creative Play and Youth Electronic companies in particular should be a major contributor to Canal’s expansion. His arrival, coupled with fantastic new developments and a significant increase in marketing spends, means 2023 should be another bumper year for Canal”.
Paul added “I am absolutely delighted to be joining Canal Toys. Canal has established an impressive business in the space of only five years and I am looking forward to being part of this momentum going forward, with an exciting new product range for 2023 that will suit all accounts across the board, from our creative craft ranges including So DIY and Airbrush Plush to our Studio Creator and Photo Creator ranges, which continue to go from strength to strength.”
Claire Beard (nee Donovan) has joined KAP Toys as brand manager, where she will be working across all product categories. The role will utilise Claire’s 15+ years of experience in the toy industry, gained in previous buying and sourcing roles at Woolworths and Mothercare/ELC.
The brand manager role sees her work from product conception right through to planning the launch and execution of all marketing campaigns. Coupled with her formidable experience as a buyer, she will also be challenging the sales team for success.
Speaking about her new role, Claire said: “I am overjoyed to be joining the KAP Toys Team as it celebrates five years together. The range for 2023 is amazing; I am delighted to be working with such a fabulous product mix and lucky to have seen some of the future plans too. It is great to be back in the wonderful world of toys.”
Nathaniel Southworth, managing director, said: “We are absolutely thrilled that someone with Claire’s experience, skillset and passion is joining our team. From the moment we started discussing the business, I knew we had to try to bring her on board. I couldn’t be more delighted to begin handing over some responsibilities to her and planning the next phase in KAP Toys development.”
The team at KAP toys can be contacted on orders@kaptoys.com.
The Yu-Gi-Oh! TCG has gone from strength to strength in recent years and this momentum is set to continue in 2023. Duelists have a fantastic selection of high-quality products to look forward to and on top of that, they can use all their new cards in plenty of upcoming official Yu-Gi-Oh! TCG tournaments.
The prestigious, internationally renowned Yu-Gi-Oh! World Championship is due to return this year for the first time since 2019. The reprise of in-person dueling in recent years, whether in official tournaments or just for fun, has been enthusiastically welcomed by the passionate Yu-Gi-Oh! TCG community. The success of the Yu-Gi-Oh! TCG and the resurgence of in-person dueling has also resulted in a growing demand for official Yu-Gi-Oh! TCG accessories. These items, designed and created by Konami, are used by duelists to both look after and showcase their beloved Yu-GiOh! TCG collections.
Featuring stunning designs based on the Yu-Gi-Oh! universe, official accessories include Card Sleeves, Card Cases, 9-Pocket Duelist Portfolios and Game Mats.
Specifically designed to meet Yu-Gi-Oh! TCG tournament regulation standards, official Yu-Gi-Oh! TCG Card Sleeves come in packs of 50 and help duelists keep their cards secure and protected. The sleeved cards can then be carried in official Yu-Gi-Oh! TCG Card Cases, which are large enough to hold all the cards needed to duel with. These Card Cases are made from durable material, include a card divider and have a sturdy closure to ensure the cards will stay protected inside.
Designed with a secure side-loading design, official Yu-Gi-Oh! TCG 9-Pocket Duelist Portfolios include 10 pages to house cards in. By lacing cards front-to-back, duelists can store up to 180 of their cards in these Portfolios, which utilise an anti-slip feature to keep
Finally, official Yu-Gi-Oh! TCG Game Mats are the ultimate playing surface for duels: their smooth surfaces are vital for protecting duelists’ cards. Made with the highest quality material, these mats are the same size as the Game Mats awarded as prizes at official Yu-GiOh! tournaments.
There are several excellent sets of official Yu-Gi-Oh! TCG accessories worth highlighting from the last 18 months alone, starting with the stylish I:P Masquerena collection released in November 2021. Featuring artwork from the dynamic card I:P Masquerena, this stunning purple and gold design lets duelists ride in style into tournaments and dazzle their opponents with the nightscape aesthetic. The I:P Masquerena Card Sleeves feature the iconic I:P Masquerena variant art, while the I:P Masquerena 9-Pocket Duelist Portfolio, I:P Masquerena Card Case and I:P Masquerena Game Mat showcase both versions of the popular Monster Card.
Kuriboh Kollection
One of the most charming Yu-Gi-Oh! TCG accessory sets in recent history, the Kuriboh Kollection arrived on retail shelves in February 2022. This set focuses upon the new addition to the adorable Kuriboh family: Magikuriboh. The spellbinding Monster Card stars front and centre on the Kuriboh Kollection Card Case and Kuriboh Kollection Card Sleeves. Droves of other Kuriboh assemble across the Kuriboh Kollection Game Mat and Kuriboh Kollection 9-Pocket Duelist Portfolio; there’s no shortage of Kuriboh in this beautifully
Albaz
Released in May 2022, the attractive Albaz – Ecclesia – Tri-Brigade set features numerous different artworks across the various accessories. The Albaz – Ecclesia –Tri-Brigade Card Sleeves bring together the mysterious Fallen of Albaz and the judicial Dogmatika Ecclesia the Virtuous, both of which are iconic and popular cards.
The Albaz – Ecclesia – Tri-Brigade 9-Pocket Duelist Portfolio features the same artwork on its front cover, while the Tri-Brigade Token Card art in Structure Deck: Albaz Strike adorns the back cover. Two different Token Card artworks star on the Albaz – Ecclesia – TriBrigade Game Mat: Ecclesia the Exiled and Albaz the Shrouded. Finally, two ferocious monsters, Mirrorjade the Iceblade Dragon and Lubellion the Searing Dragon, adorn the Albaz – Ecclesia – Tri-Brigade Card Case.
The Yu-Gi-Oh! TCG ‘Hero’ archetype is based upon superhero-like monsters. The Elemental Hero set of accessories, released in August 2022, spotlights incredible artwork featuring iconic costumed crusaders. The Card Sleeves feature the artwork from one of the most recognisable Hero cards, Miracle Fusion. Meanwhile, duelists can protect the skies with the Elemental Hero Card Case, showcasing artwork from the Elemental Hero Spell Cards Skyscraper and Skydive Scorcher. Rounding off the set, the Elemental Hero 9-Pocket Duelist Portfolio and Elemental Hero Game Mat feature artwork from Jaden Yuki’s iconic Elemental Hero theme, reprising nostalgic imagery that debuted in the Yu-Gi-Oh! GX era.
Released just last month, the latest set of Yu-Gi-Oh! TCG accessories brings one of the most famous and beloved Yu-Gi-Oh! Monster Cards to the fore: the enchanting Dark Magician Girl. This set’s resplendent gold, pink and purple design sparkles with brand new artwork of the magical apprentice, whether it’s across the Dark Magician Girl 9-Pocket Duelist Portfolio, Dark Magician Girl Game Mat, Dark Magician Girl Card Case or Dark Magician Girl Card Sleeves.
In addition to all these impressive sets, there are plenty of new accessories in the works for 2023 and beyond. This year is the perfect time to be dueling, and the only way to duel, according to Konami, is to duel in style.
Following the cubing craze that swept across the Nottingham Forest dressing room and terraces, the original Rubik’s Cube sponsored the club’s Carabao Cup semi-final match in late January. The sponsorship of the match between Nottingham Forest and Manchester United included LED advertising on the boards around the pitch, big screen advertising pre-game and in-game, concourse TV advertising on 40 screens around the ground and a full-page advert in the programme.
The sponsorship came after some of the Nottingham Forest first team players were filmed cubing on social media, whilst enjoying some down time between games and training. The puzzles have become a trend amongst the players, with Gustarvo Scarpa being the main influence as he can complete a cube within 37 seconds.
Of the sponsorship, Richard Dickson, general manager UK and ROI at Spin Master, which acquired Rubik’s Cube in 2021, said: “We’re excited to have sponsored the Carabao Cup match between Nottingham Forest and Manchester United. We felt this would be a great opportunity to advertise the Rubik’s brand to an engaged audience, as well as the millions of people watching on TV. We’re really looking forward to seeing how this progresses.”
Lynette Leet, marketing manager at John Adams, the UK Distributor of Rubik’s Cube added: ‘We were thrilled when we saw the Nottingham Forest players cubing on their social media accounts. The Rubik’s Cube was invented nearly 50 years ago and has continued to be at the forefront of consumers’ minds when looking for a puzzle to purchase. It’s a craze that has never gone away, and we relish in seeing many generations enjoy cubing.”
Character Options is to further increase its TikTok marketing in 2023 thanks to a major sponsorship deal with this year’s TokFEST show. Taking place at Birmingham’s NEC on 25th and 26th March, TokFEST 2023 will be packed with live activities, talk panels, Q&As, live demos performances and the chance to meet creators face to face.
Character’s sponsorship deal will see brand logos on step and repeat opportunities in the creator meet and greet zone, a dedicated brand demo area, plus a live hashtag challenge booth for all visitors to the show. Central to the Character’s presence at the event will be TapTap! Smart Fidget, the company’s new electronic fidget toy which has just launched.
Marketing director, Mark Hunt, commented: “As a company, we strive to be ahead of the curve when it comes to the ever-changing face of digital marketing. Over the past two years we have made huge inroads into TikTok generating hundreds of millions of views across the platform, whether with surprise toys, gadgets or ASMR brands such as slime and squishies.”
Character launched its own TikTok channel in January where videos of its many TikTok-ready toys were reposted and shared.
“For 2023, we aim to take our TikTok presence to the next level and have several new brands for spring that are ripe for this kind of marketing,” continued Mark. “First up will be TapTap! Smart Fidget, swiftly followed by new social media inspired ranges such as Aphmau and LankyBox. Taking the brands to TokFEST will bring it all together perfectly, and mark a great start for the year on the platform.”
Character Options can be contacted on 01616 339 800 or at sales@charactergroup.plc.uk.
Magicbox took the vehicle brand T-Racers to indoor arenas across the UK through its partnership with popular family event, Arenacross Tour. Arenacross is a high-octane mix of electrifying indoor Motocross racing and Freestyle MX, packed into thrilling live performances featuring sensational racing and high-air tricks.
Hailed as a great family night out, Arenacross was the perfect event to showcase T-Racers to mini petrol heads and their families who attended the six live events throughout January and February. The Tour visited Belfast, Aberdeen and Birmingham before a show-stopping finale at Wembley Arena.
At Arenacross, there was an abundance of former World and British Motocross champions for talented youth class racers to emulate. The 65cc youth class features riders from as young as seven competing to be the next high-profile champion. In association with Magicbox, this class was renamed as the T-Racers AX Youth Class for the 2023 Arenacross Tour. The sponsorship deal also included showing the 30” T-Racers TVC on huge LED screens at the beginning and end of the show and again during podium presentations, and all awards for the Youth Class carried the T-Racers name.
Suzie Howes, head of Marketing at Magicbox, commented: “This sponsorship package was the perfect fit for T-Racers, Arenacross is fast, fun, and high impact and was the ideal platform to showcase the brand to the younger visitors.”
T-Racers logos were prominent on LED displays throughout the races, and there was print advertising in show brochures, plus a brand activation space in the atrium was used for sampling directly to children.
“This type of experiential activity is just the sort of event to add to what is already a strong marketing package for the brand this season,” added Suzie. “TV advertising, digital preroll, influencer activity, kids press and social media were all part of the mix to support our retail partners this spring.”
For more information about T-Racers and other Magicbox collectible brands, readers are invited to call the team on 01293 222500
It finally happened. 2022 marked the first year that toys and games brands in the UK spent more on digital advertising than TV. It’s no secret that TV has been in double digit decline for the past five years, so it is a good time to evaluate why 2022 was the straw that broke the camel’s back, and if there remains a long-term future for the use of TV.
Before we dive into the rationale behind this decline, we need to clarify that the blue TV section of the pie chart refers to “linear” TV spend – airtime purchased on traditional channel feeds such as CITV, Pop and Nick JR. It’s also important to note that many of the platforms included in the orange digital section can also be viewed on a TV set – Video On Demand and YouTube being prime examples of this. Moving forward, assessing the pie chart in terms of device will be equally important (especially when you consider that most of us, children especially, consider anything that appears on a TV screen as TV, regardless of the delivery method).
So, what were the reasons for TV’s decline in spend, and ultimately share? Whilst these are manifold and unique to each brand, the three main contributors were (and continue to be):
• Supply of impacts
Year-on-year (YoY) the total Children’s equivalent impacts on commercial children’s channels in the UK declined by -52%. 2022’s total supply of impacts was the equivalent of 26% of 2018’s total. In short, brands may have spent more on this traditional advertising powerhouse if there was more to buy, but supply was a limiting factor.
• Cost inflation
As a result of the above, and continued demand for airtime, sales houses have been able to increase their Cost Per Thousands (CPT) YoY, which has forced some advertisers out of the market. Even more importantly, this cost increase created a scenario in Q4 where Digital media platforms actually offered lower CPTs and in some cases higher reach (YouTube).
We are no longer able to plan campaigns where we reach 50%+ of our target audience on linear TV (on children’s channels alone), let alone the 70%+ that was common in the first half of the last decade. For example, the UK’s number one commercial channel for kids, Pop, had a total reach of c.11% in December 2022 (Children 4-15, according to Techedge). Total reach across all commercial children’s channels in December was around 46%, meaning other platforms have to be used in order to reach critical mass and generate sales success.
The decline in coverage actually makes children the hardest audience to reach on linear TV, rather than the 16-34 market which is often cited as the lightest viewing TV group. Yet we remain in a position where despite cost inflation, CPTs remain relatively low for this audience (compared to the £100+ required to target young adults). Therefore, Linear TV will undoubtedly continue to have a place on the schedule in 2023, but its use needs to be strategic rather than generic. For years, TV has been the first line on most plans, with digital and other media types layered on top in order to provide incremental coverage and frequency. Now, YouTube commands a lower CPT (in Q4 at least) and provides the quickest way of building coverage against children’s demos. According to Giraffe Insights’ Kids and the Screen study, in October 2022, 57% of 4–9-year olds’ time spent viewing children’s commercial video platforms was on YouTube (Linear TV accounted for 22% - Live and Recorded).
For maximum impact, use TV at campaign launch in conjunction with other platforms, and consider reintroducing its usage at key beats in your campaign (taking into account that launch windows, flighting, etc. will vary greatly dependent on brand objectives and product category). Sustaining campaigns over longer periods will also require much more than YouTube and TV in 2023, with a whole host of digital options available to reach children (and that’s not even accounting for talking to parents who will be a larger focus than ever in 2023, given the greater ability to track sales effectiveness when targeting this audience online).
to evaluate the effectiveness that each of these platforms has in the modern media marketplace, including key platforms such as Addressable and Connected TV, Social Media and increasingly importantly, Gaming.
Overcoming the coverage gap presented by the decline in linear TV is going to be the biggest hurdle for the toys & games market to overcome in 2023. Making smart choices for advertising budgets will be a challenge, especially as fragmentation of media has generated so many options for media investment. We are therefore making this the focus of KidsCon 23, our annual summit covering all things related to children’s and parent’s media. With a provisional date of 27th April at a central London location, we’ll be delving deeper into the challenges presented above, and recommending solutions for all budget levels. If you haven’t already received your invite, please contact me at jonathan.chambers@ generationmedia.co.uk to book your place.
This month, Jonathan looks at how overcoming the coverage gap presented by the decline in linear TV is going to be the biggest hurdle for the toys and games market to overcome in 2023.
Hunter Price International has signed a deal with Paramount Consumer Products UK to develop an extensive range of Paw Patrol consumer products.
The collection will have a focus on creative play, an area the business has grown significantly and has become well recognised for within the industry.
Alongside a selection of arts & crafts and activity items launching in 2023, a range of outdoor games and activity lines will also form part of Hunter Price’s first Paw Patrol collection.
PMS International has enjoyed a successful trade show season so far, with the standout highlight in the toy category being the launch of several exciting new ranges of collectible pop-culture licensed plush under a distribution agreement with Spanish partner Barrado. The toys are 28cm tall and based on main characters from some of the hottest anime properties around, including Naruto, My Hero Academia and One Piece as well as Netflix’s smash hit TV series Stranger Things. There’s also an impulse 25cm collection of Naruto available at a slightly lower price-point.
When debuting the new collection at Toy Fair in January, PMS was encouraged by the awareness these characters enjoyed. The company’s sales team witnessed first-hand the pulling power of these lines, with many customers stopping in their tracks and coming to the booth specifically to look at the anime range and place orders ready for when the first delivery arrives in June.
At Spring Fair, PMS International saw a much wider variety of customers. The company says it was evident at the show that most of those in the Toy & Gift industry are well aware of the already huge yet still growing popularity of anime. Barrado plush adds something new and different to any existing anime retail offering. The high quality plush will appeal to anime fans of all ages, with the cute designs and fine details rendered in gift-quality fabrics.
PMS International has been monitoring the anime space for a while, watching closely as it has built momentum over several years. The opportunity to work with Barrado, which has already had great success with these properties across Europe, came along at the perfect time. The titles Barrado is working with are well established and revered by fans, appearing in many Top 10 most popular anime lists.
There are more exciting properties in the pipeline too, with Death Note and Hunter x Hunter plush scheduled to launch in late 2023. For more information, contact PMS International on 01268 505 050 or visit www.pmsinternational.com.
Toys & Activities sales director Richard Belford explained: “As a business, we’ve carved out clear focuses and identified key growth product categories within the sector. We’re combining this with our high-level expertise and market knowledge, to sign the right strategic partnerships, which naturally complement the products we excel in as a business. We’ve had some really exciting meetings so far and we can’t wait for everyone to see how Hunter Price brings this Paw Patrol partnership to life in 2023”.
Venetia Davie, vice president, Consumer Products UK & Ireland at Paramount, commented: “Paramount is pleased to be working closely with Hunter Price to develop and extend our consumer play experiences. The new products will allow consumers to express their fandom in new ways through our expanding collection of licensed toys. We can’t wait to see these fresh and innovative Paw Patrol products come to life through this new partnership.”
Schleich has partnered with Warner Bros. Discovery Global Consumer Products to add a seventh product range to its catalogue: Wizarding World. Capturing the enchantment and wonders of the Wizarding World, Schleich‘s new collection will launch in September 2023 with six of the series’ main characters and their animal companions: Harry and Hedwig; Ron and Scabbers; Hermione and Crookshanks; Hagrid and Fang; Luna Lovegood and a Baby Thestral; and Albus Dumbledore and Fawkes.
In addition, Schleich will debut six fantastical creatures from the Harry Potter series: Dobby, Firenze the centaur, Aragog, Buckbeak, Fluffy the three-headed dog and a Hungarian Horntail dragon.
“The Schleich brand is known for authenticity, attention to detail and quality all over the world, and Wizarding World will uphold these values,” said Dirk Engehausen, CEO of Schleich GmbH.
Kristina von Troschke, chief marketing officer of Schleich GmbH, added: “Harry Potter is extremely popular in our important international markets, such as the United Kingdom, France and the United States. The new product range will have a positive impact on the brand visibility of Schleich in those regions.”
The range is primarily designed for children aged between 9-12, and will strengthen the awareness of Schleich among older children. Wizarding World will also appeal to teenagers, adult collectors and Harry Potter fans.
Additional characters and sets will launch at retail in 2024 and 2025, allowing Harry Potter fans old and young to re-enact the films in even greater detail and come up with their own magical stories.
category can massively affect overall UK toy sales for the year.
Following a flat performance in Q4, the toy market is beating expectations for the early part of 2023 after it grew +1% in January 2023 for value sales, with unit sales also up +1%. This demonstrates resilience for the market, despite the prevailing economic conditions. After Christmas, NPD conducted a survey asking UK consumers if they felt their financial situation is going to change in the next six months; 44% said they expected it to get somewhat or significantly worse.
The growth continues to be driven by categories that performed well in 2022 - namely Building Sets and Plush, with performance of The Lego Group and Squishmallows particularly strong. Games sales were up in January too, driven by Strategic Trading Cards from Pokémon and World Soccer, as well as Non-Strategic Trading Cards/Stickers, which was also boosted by footballrelated items, with the release of the 2023 Premier League products. Overall, Collectibles accounted for 1 in 5 toys sold in 2022, and value sales were up +20% - this trend was even stronger in January with a +26% growth.
for the total toy market decline (-5%), as industry sales excluding Outdoor would have been flat.
Perennially successful Outdoor items such as Swingball and Bunch O Balloons regularly appear in
Emilie Erktan senior account manager, Toys UK, NPD
As we approach Q2, what factors could impact the UK Toy market over the next quarter? As we all know, seasonality and the weather can heavily influence the fortunes of the UK toy market. Seasonal products account for only a small amount of total Toy sales, generating £22m in 2022 and growing +15% year-onyear. However, both Easter and Halloween related Toys sales were up +63% last year, and this might be an opportunity for manufacturers and retailers to offer limited time products to boost sales.
In Q2, Outdoor and Sport Toys traditionally becomes the largest supercategory, generating more than 20% of the total toy market value sales and 25% of unit sales. It means that 1 in 4 toy unit sales is potentially an Outdoor and Sports item across these three months, although of course the supercategory performance is strongly impacted by the weather, which no-one can predict. In Q2 2022, Outdoor and Sport Toys value sales were down -18% in value versus 2021, and it was largely responsible
the top five bestselling items list across Q2. Almost 10m units of Bubble Toys/Solutions were sold in 2022, generating £15m: half of those items were sold between April & June, along with 1.5m units of Water Blasters. At the other end of the price spectrum, Playground Equipment like trampolines, pools, scooters or rideons are considered a more long-term investment that consumers keep and reuse over multiple years. Such products were very successful during the first lockdown in 2020, as the weather was particularly good that year and children were effectively confined to the back garden. Playground Equipment is the largest subclass in value sales, followed by Sport Activities & Games, and Skates/Skateboards/Scooters. Those three subclasses accounted for more than half of the Outdoor category sales in 2022. After an inclement Q2 in 2022, let’s hope that the weather in Q2 2023 is better and will drive early sales of Outdoor in April and May this year.
Expanding the number of licensed items continues to
represent a potential opportunity in Outdoor; only 8% of the supercategory’s sales comes from licensed products, versus 31% across Total Toys. That represents a gap worth £52m a year. Pre-school favourites Paw Patrol and Peppa Pig are among the top three Outdoor licences, while newer pre-school shows such as Bluey or Gabby’s Dollhouse clearly have room to expand. Video game licences are another popular theme, with Roblox sales more than doubling year-on year and the Minecraft licence reaching almost £1m in 2022 in Outdoor & Sport Toys. Based on what we saw at the various toy fairs, there will undoubtedly be plenty of innovation in the Outdoor category this year: for example, Gel Blasters launches in the UK after a successful performance in the US market last year, potentially attracting an older demographic and adding value to the category.
The toy industry ideally needs good weather to boost growth in Q2,
new
also help drive the Outdoor and Sport Toys category back to growth this year.
but
launches, innovations and licences should
As we move into Q2, Emilie looks at how the fortunes of the Outdoor and Sport Toys
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.
Football related products are up +58% in January 2022 compared to last year, following the success of the World Cup in Qatar at the end of last year. Three-quarters of these sales are non-strategic trading cards and collectible sticker sales, with three items in the top 10 best-selling toys across the total market related to Premier League for the month. As a result, Panini reached the No.9 manufacturer rank in January, growing double digits in the process.
The top 10 gaining subclasses in January show how key successes last year are carrying forward into 2022.
Standard Building Sets growth is mainly driven by licences such as Star Wars, Marvel, Minecraft and Speed Champion. Many of these ranges have seen new launches in the last month, including the Lego Creator Expert range with the new Botanicals Orchid. Squishmallows remains the star performer in Traditional Plush, now accounting for almost a quarter of the subclass sales. Ty’s Rainbocorn sales also increased, while licenced plush lines such as Pokémon, Bluey and Paddington have also driven growth. While Pokémon dominates in Strategic Trading Cards with 60% of sales, World Soccer Football range sales have more than doubled, while Match Attax Football cards are also enjoying double digit growth. In Non-Strategic Trading Cards/Collectibles Stickers, Football has also been the main driver with World Soccer and Adrenalyn. Miscellaneous Toys growth is due to the 5-Surprise Mini Brand, especially the Disney licensed lines. Pre-school Talking and Sound growth is driven by the continued success of Tonies, which was the fastest growing pre-school brand last year. Reusable Compounds grew via strong performances from Play-Doh and Kinetic Sand, while Rubik’s Cube drove Brainteasers.
We like to range anything to do with imagination, creativity and development – these are the three key things we look for in new product. We saw six excellent companies at London Toy Fair that we really want to do business with, and many more when we were in Germany.
We are not into items that are all about gimmicks, or electronic toys. We like children to imagine, create and develop their own minds rather than just push buttons. We sell a lot of wooden toys because they last for years. We use various suppliers, but last year, we started working with Janod and were pleased at how well that range has performed.
Ireland is a small nation, and we have a limited number of customers living locally, so we like to change our product offering all the time. We also need to ensure that what we stock will bring people in from further afield, so we needs to offer something different and something people will be willing to travel for. Our website means we can deliver all over Ireland, and we’re in the process of updating it to make the online experience even more customer friendly.
It was very exciting to attend the toy fairs in both London and Nuremberg this year. Nuremberg was particularly beneficial for us, as our product range has shifted due to Brexit. Based in Eire, we have started to move away from importing from the UK and now get more of our stock from Europe, so we are exploring companies from countries such as France and Germany. Previously around 80% of our goods came from the UK and 20% from Europe, but Brexit has changed all of that. We’ve had horrendous problems ordering from the UK – we recently had a delivery that took five months to arrive, plus there are now so many added costs.
Since the start of the year, we have been carrying out improvements to the shop to make it even more play friendly for children. We have extended our section of Bruder toys, which are supplied by Alpha Toys (Banaghan & Co here in Ireland). The range is a big seller for us and we will soon have around 1,000sq ft of space dedicated to Bruder, with around 300 SKUs. The tractors and agricultural vehicles are extremely popular with the local kids. We are also re-introducing an adult-free play area, which we had to stop during Covid, and that should go down well with the children.
We will continue to expand existing ranges like Playmobil, for which we already have 14 bays. This has always sold well for us, and it is a product I like very much as it has great play value and it’s ideal for teaching children about everyday life.
bring in new stock that is different, so we are constantly checking what’s on the market. A lot of new items will also be added to our website over the next few months. We are well known for carrying product that isn’t available anywhere else in the country – our focus on toys for long-term play is the way we like it and how our customers like it. Many customers travel a fair distance – up to 200 miles – to buy from us, so we do need a point of difference to maintain our reputation.
We stock a wide range of sensory toys to help autistic children and have expanded the suppliers we get these from; we have recently brought in lines from Commotion and Learning Resources.
I’m looking forward to a good year ahead and working with both new and existing suppliers. I felt so excited to be at the toy fairs this year; there’s always something new to get enthusiastic about and I we will be very pleased to do business with the companies that we have in mind following the shows.
WWe have had a steady start to 2023; after the aggravations of stock problems we encountered last year, the situation this year has been much more stable.
Some new products have come in already and the new Lego launches in particular have helped bring customers into the store after Christmas. We stock a wide variety from Lego across all the key ranges; City, Friends, Marvel, Technic and Ninjago.
I went to Toy Fair in London as I always do; it was great to see more suppliers back there this year and I caught up with people I haven’t seen for years. Some of my old contacts have retired, so it was good to make new ones, and I came away with lots of catalogues and email addresses; I do find visiting the show in person makes all the difference, you pick up so many little details.
I love Wilton Bradley’s range and enjoy great sales with the company’s electric vehicles. At Toy Fair, I was pleased to see a new option for the mini bumper car, which sold so well for us last year. Wilton Bradley is launching a two-seater version, which I am excited about as I know it is going to bring us fantastic sales, especially as the price is so attractive. It is not too much bigger than the current model, and parents are going to love that it can be used by two children at once; the double seat is such a great new feature. We make a real effort in the way we display our vehicles, which I think is one reason they sell so well.
Pokémon enjoyed fantastic sales last year; it was remarkable how well the range performed, and it is proving to be just as popular again so far this year. We have created our own Pokémon fan community and have a range of customers involved, from kids to kidults, which is fantastic. We keep a strict eye on stock levels as even on quiet days, customers will come in and buy a booster set.
The Jada range from Simba Smoby UK sells well and is a favourite with our customers, in particular the Majorette cars, die cast collectibles and stylized movie figures.
It’s important to stay on top of current trends and know what is going on with things like movie releases. Last year, when Marvel’s Black Adam came out, the stock we ordered was in high demand and we were glad
Toy Fair was fantastic this year. There were some very exciting new product launches; ones which stood out for me were Ravensburger’s Disney Lorcana trading card game and Funko’s Bitty Pop! collectibles, which I think will be huge this year.
We’ve enjoyed a good start to trading in 2023, following an excellent end to 2022 when December sales were a lot better than anticipated. People were worried about the postal strikes and, following the pandemic, goodwill towards the retail sector continued, with customers delighted to be back in shops.
Last summer, we relocated our Watford store into a bigger unit nearby. We only had the ground floor open initially, but before Christmas were able to open the upper floor as well, giving us more space for offers and promotions. This worked really well, driving more footfall, and we are now looking at different ways we can potentially utilise that space going forward.
I know they have always been a massive seller, but Pokémon cards have been huge in the past few weeks. We do extremely well with the single Hot Wheels cars
2022, another range which continues to enjoy fantastic sales. Mattel is bringing back Matchbox too and we are seeing good sales there already. Die cast is a key staple to have in stock - although it’s relatively low cost, it’s high volume; sometimes customers choose seven or eight
than doing our own displays, although as we have two windows, we can still create our own when we choose. At Christmas, we’ll have a stock window in one and the Toymaster featured advertisements in the other. Our windows are not the biggest, but the Toymaster the
and are also getting behind Zuru’s Mini Brands, which are proving to be great impulse purchases and a popular pocket money choice. Anything dinosaur If
It is great to be back into Toy Fair season properly now, and we write this after an early start on our way up to Birmingham for Spring Fair. It has been a very busy start to the year, and although it was good to see the shows return last year, this is the first year that it felt truly back to normal (or as normal as things can get these days!). With Mark able to come along this year after missing last year due to an ill-timed injury, we really made the most of our time at Toy Fair, packing in more appointments than ever before.
Our lunch appointment at the Character stand did not disappoint with the catering - and they had some fantastic new launches for this year too. There was a genuine buzz to the show, with enough people around to create a busy vibe. We saw lots of excellent products across several suppliers, although nothing has really made us go ‘wow’ yet. DKB Toys had some interesting new craft lines, including Play-Doh Air Clay and ZZand - both great products which offer good value. Lego had some exciting new lines, especially for adults, and we know we will do well with them. The Lorcana TCG from Ravensburger has the potential to be a big hit later in the year and there are some great extensions to the ever-popular Squishmallows from Jazwares.
The IMC Toys range looked strong, with lots of new introductions for Cry Babies and Bloopies, and the prices were good too. We are keeping a keen eye on price points this year, as cost is always on our customers’ minds. So we were pleased to find plenty of good value lines out there, but on the flip side, there were also lines that we found a bit too expensive in the current climate.
Overall it was a great show and a positive start to the year. We look forward to the end of the building work at Olympia and hope there will be more of a choice of places to eat on site, as on the days we didn’t have a lunchtime appointment, the sandwich selection was not great.
Next, we had a quick trip out to Germany. We visited one of our clearance suppliers who was in Nuremberg - and Mark had been missing his bockwurst sausages. It was a flying visit, but we picked up some good clearance lines out there, so it was worth the trip.
Looking at sales, the first six weeks of the year have been very encouraging. Despite all you hear on the news, customers are still shopping, and we traded up throughout January. There is no real change in our bestsellers: Pokémon continues to lead the way, with the new Crown Zenith launch proving popular and customers looking forward to the release of Scarlet & Violet in a couple of months. Squishmallows just goes on and on; with new waves arriving regularly to keep the range fresh, it continues to sell very well. The new Lego launches have also been popular, with new Minifigures and the Star Wars lines selling well.
As the days become longer, we are starting to look at bringing in our outdoor ranges. We recently placed our summer order with Dolu; the company has a great selection of new items, with Motos, ride-ons and trikes all good quality at a great price. Footballs sell all year round, as long as we keep the ball stands full. This was an ongoing challenge and the bane of our lives back in our Woolworths days, but by buying them deflated and keeping them in stock at all times, we sell thousands all year round.
Finally, we cannot finish this column without mentioning that it was an honour and a delight to win Best Independent Retailer (multiple stores) at the Toy Industry Awards at Toy Fair. Thanks to anyone who put us forward, we are very grateful for the recognition. It rounded off what has been an excellent 2022 for us. Here’s to another good year!
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 sub-franchiser, 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 looks at how focusing on the latest trends can help toy retailers diversify or maximise sales in store.
The toy and gift market moves quickly. Sometimes it is wise to be cautious and see how trends evolve, while at other times retailers need to lead the transition. One of these trends that we have bought into in a big way is tweens, progressing from toy to gift purchases. I have been highlighting this trend for a year, but not really thinking outside of the box enough, until our team went to market in January, found the right vendor partners and developed a plan to make a key statement in store.
The location we chose is right inside the front door to the right. This is the direction most customers turn when entering. The section is roughly 18’ by 16’ to start and cost under $300 to implement. While we want to capitalize on this business, we also know we are not going to be a tween retailer powerhouse like Justice, Sugar and Jade, Juicy Couture or Claire’s. But what we can do is offer quality, mid-priced, safe brands that appeal to both parent and child at an affordable price. We can also save a trip to another store for items that target this older crowd. We think this targeted strategy will yield big results, without forgetting our core toy brands and vendors and our main audience.
We set up shop around January 15th, and early results, from the first three weeks of sales show takings from new suppliers as follows: Zoey Koko(body products/butters) $401; Del Sol (sun changing items) $256; Mavi Brands (hair, bags, patches) $863; DMM Merchandising (spa) $117; Katsuki jewelry $101 amd Stickers (vinyl, computer, bottles) $340.
Now, we know January/February are pretty average months in terms of sales, so I’m happy with these figures to start with. We are expecting a jump in March/April with Easter sales and as awareness of the new section
store - what have been the results both short term and longer term? Did you promote heavily or let it develop organically? Did you enlarge the section or shrink over time, and of course was it more profitable? What are you currently looking to do or test in 2023?
There are three other key trends we are looking to exploit more, but these are not as clearly delineated on the sales floor. These trends include:
• Health and Wellness - some of these products fit within the fashion/ tween section but not all. Weighted plush is growing in popularity and we have seen a wealth of new lines over the last two years. Some are huggable, some have lovable faces, some warm in the microwave and some are extensions of existing plush lines. Sensory toys include squishy feel, smells, sight and sounds. For some kids and adults, these are tween oriented but really fit in a sensory section. Here in the states, fidgets now run the age gamut from the very young to old.
• Pokémon - is huge everywhere. We do have a section but due to pilferage, high demand and inconsistency of supply, it is difficult to make this a statement area, even though the trends support it.
• Magnetic products - people continue to be fascinated by magnetic toys. From as early as 12 months right through to adulthood, everyone is enjoying magnets. Due to age requirements and safety protocols, we find it challenging to install a section dedicated to magnetic items; we’ve decided it’s better to piecemeal our selection by age and safety requirements.
The lesson we continually learn is to challenge ourselves with new ideas (this is why attend markets and shows) but always remember what our core business is. We are a toy store, and we bring joy to kids every day; we must always keep this front of mind. I wish the best to all of you in your quest for the next big trend.
Rosie Marshall, head of Toys & Children's Gifts at Playroom, the toy buying team at Associated Independent Stores (AIS) – the organiser of the INDX Toy & Gift Show – tells Toy World readers what there is to look forward to when the trade event returns to its West Midlands exhibition venue, Cranmore Park, on the earlier-than-usual dates of 14th -15th March 2023.
How is this year’s show shaping up?
Our AIS suppliers and exhibitors are so supportive, and we received a strong rebooking rate immediately after our last show. We have visitor registrations growing week on week, with some big leisure and tourism names in attendance (watch this space). Aimee [Hill, Toy selector at Playroom] is working on the licensed toys product showcase and as a team we are focused on collating enticing offers from our varied exhibitor list and promoting them to members as well as all our other visitors prior to opening day on 14th March.
Can you elaborate on what’s behind the change of date for this year’s show? Has the feedback been 100% positive?
We’ve completed 12 years of our annual show, so we thought there was no better time than to hold a steering meeting with exhibitors. At the meeting we discussed the strategy moving forward at length, including potentially moving to a March date, which would avoid the Easter break and support retailers during such a busy time. We canvassed members for feedback, and they were in agreement with the date change. The response since has been overwhelmingly positive from both exhibitors and retailers. Moving the dates out of April and into mid-March was a conscious decision, made in partnership with suppliers to make this year’s show the best yet.
Why was ‘Licensed Toys’ chosen as this year’s theme, and how will it be reflected throughout the show?
We chose Licensed Toys because this sector has seen a massive resurgence post pandemic. Many consumers are returning to tried and trusted brands
and emerging licences are also performing very well in shops. There are some great movies due for release this year including Super Mario, Teenage Mutant Ninja Turtles, Little Mermaid, Barbie and Transformers. On-demand TV is also having a huge impact on buying patterns, with Stranger Things, Anime and Wednesday stealing the limelight. As a team, we have to stay on top of the licensing world; we need to assist members and retailers in cutting through the noise.
What makes INDX an unmissable part of the trade show calendar?
The INDX brand stands for Independent Exhibitions, hosted at AIS’ headquarters in Shirley in the West Midlands. The show is one of over 20 INDX shows held at the venue each year. INDX Toy & Gift is curated and planned by a team with a wealth of knowledge in the Toy & Children’s Gift sectors. Myself, Aimee, Faz [Akhtar] and our events colleagues are focused on quality exhibitors showing a broad range of products to suit most retail spaces. This year we are working on doubling the show offers to support profit and newness in 2023. Our convenient location means that the show is also practical to visit, based just outside Birmingham with free parking, refreshments and pastries. Some of the biggest names in the industry will be showcasing their superb products, including Bandai, Funko, Hasbro, Moose, Mattel, Schleich and Ty.
How are you placing greater emphasis on gifting this year, and what will this mean for exhibitors?
We have a variety of gift suppliers attending the show, such as BamBam, which is returning to the
show, while The Carat Shop, Orange Tree Toys, and Abrams and Chronicle are all new for this year. Many toy suppliers have a crossover between toy and gift products to provide gifting offerings for toddlers, tweens and kidults. The Kidult market is a good proportion of toy sales now and that area is not to be ignored, so we are pleased to be working with those suppliers too.
What are you personally most excited about when it comes to this year’s show?
We are really looking forward to welcoming both returning and new exhibitors to the earlier date and feel fortunate to receive great support from the industry. It is the perfect opportunity to catch up and network with likeminded retailers. This year, we are also re-introducing a social evening which exhibitors and visitors are welcome to join. This time we are hosting a pub quiz with a hot buffet and prizes to be won; contact us if you would like to join in the fun.
If a retailer would like to meet with the team to discuss the many benefits of becoming an AIS Member, they are more than welcome. Simply get in touch and we can put a date in our diary, or alternatively mention this when you are checked in at reception on the show days.
Is there still time to register as either a visitor or exhibitor?
Yes, of course. All retailers are welcome to register to attend, simply visit our website - www.indxshows. co.uk/indx-home/toys-nursery/toys-nursery. There are a few stands available, but they are very limited. Further details can be requested from Faz or myself. Email Faz.Akhtar@play-room.uk.com or Rosie. marshall@play-room.uk.com for more information.
If you were at London Toy Fair in January, you were in good company, with the toy trade once again gathering en masse to check out the latest toys, games and kids’ products that will be keeping the nation’s children (and adults) entertained in the months ahead. Toy World looks back on another superb show and chats with attendees about how the event was for them.
24th-26th January saw London Toy Fair return once again to London Olympia for three packed days of buying, networking, and – of course – having fun. The UK’s leading toy trade show was a sell-out, even with an expanded footprint that made good use of the entire National Gallery to accommodate additional stands. The BTHA’s Majen Immink, director of Toy Fair, is understandably thrilled with the feedback she and her team have received in the weeks since. “Following a huge amount of support for the show in 2022, this has been an even better year,” Majen tells Toy World. “The atmosphere around the halls was incredibly lively; there was a real buzz to the show and visitor numbers returned to pre-Covid levels.”
The BTHA onboarded a new PR agency for the 2023 show, Retail PR, and the consensus among attendees is very much that the team did a superb job. Those of us with access to the much-improved Press Lounge on Press Day (opening day) will have noted that the Toy Fair Hero Toys presentation was heaving with journalists from a raft of major news outlets; indeed, the pre-presentation filming that took place inside the lounge was so well-attended that people were having to sit or kneel on the floor in an effort to avoid the sheer number of cameras in the room. As Majen
explains, this translated into tangible media coverage that exhibitors really benefitted from.
“We started working with Retail PR this year,” she says. “As always, when you’re working with someone new for the first time there’s no guarantees, but we’ve had a really good time working with the team. We saw a great range of media coverage of the show, the industry and exhibitors across print, online and broadcast. One particular highlight was Toy Fair being shown live on Sky News, while a big selection of our exhibitors’ products also featured on ITV’s This Morning. Retail PR organises PR opportunities that are available to all exhibitors at the show, which is why we always recommend they get involved as much as they can.”
Press Day also saw the winners of the Best Stand Award 2023 announced. Show newcomer Connetix, which had travelled all the way from Perth in Australia, received the award for Best Space Only Stand, while Mojo Fun, in its second year of exhibiting, was named Best Shell Scheme Stand. Accepting the award on behalf of Connetix, co-owner Brea Brand told Toy World: “It really is an honour to receive this award, we’ve had a great reaction already.” We also caught up with Brea after the show, and she told us: “Toy Fair London was even more amazing
for Connetix than we imagined. We had a wonderful turn out to our stand and great feedback regarding our products. The fair has opened new opportunities for us, and we loved getting to meet so many of our current retailers in person.”
Ordinarily, Press Day would also see the announcement of the Toy Industry Awards, but the ongoing improvement works at Olympia meant the traditional evening ceremony had to be shelved in favour of a more modest affair, attended by a much smaller guest list. The winners had been revealed on the eve of Toy Fair, so this gathering was purely for the purposes of handing out the awards and taking official photos. If any reader missed the official announcement which went out on our newsflash, we’ve provided a round-up of the award winners overleaf.
Golden Teddies were also presented on the opening day too. This year the PR industry was in the spotlight, with Michele Norton of Norton PR and Julie Pittilla of Pittilla PR given the accolade at a special reception attended by friends and trade journalists. Speaking after accepting her award, a clearly overjoyed Julie praised the work of all PR people working in the industry: “PR as a profession has never been recognised like this before. The success of so many
toys hinges on good PR and I’m delighted that in presenting Michele and I with these Golden Teddies, the work we and countless others do is finally getting its moment in the spotlight.”
Of course, Toy Fair isn’t just about awards – it’s primarily about seeing products. And yet again, there was a huge amount of them to see. The Toy World team wasn’t the only one with packed diaries across the three days, as retailers, buyers and distributors applied themselves with gusto to finding the next big thing they simply have to have on their shelves. Many we’ve spoken to came away with the sense that innovation has returned to the toy industry after a couple of fallow years disrupted by Covid, Brexit and economic factors. From what we saw, innovation was largely within existing brands, while range extensions and lines based on hot licences were also front and centre. With retailers remaining risk-averse, and consumers looking to spend their pounds on triedand-tested brands they know their kids already love, this makes sense. It would be unfair to call out the numerous individual products we spotted (as well as hugely impractical – our readers are still recovering from our January issue and we’ve promised not to damage any more letterboxes with another massive edition until next year), but Toy World saw some massive leaps forward in innovation from the likes of Lego, Funko, Mookie, Click Distribution, Moose Toys and many, many more, promising a very exciting second half of 2023 to come.
Maddi Tiscoe, UK Marketing Manager at Moose Toys, told Toy World that her team enjoyed over 100+ sales and marketing meetings across the three days, and that the ‘buzz at London Toy Fair was unreal’. “The stand looked incredible, with many commenting
on our re-useable flat pack ‘reboard’ design, made with recyclable materials and used across multiple shows - just one example of the changes we’re making to commit to target net-zero by 2040,” she said. “We were also proud that Magic Mixies Colour Surprise Cauldron was named a 2023 Hero Toy by the BTHA.” Maddi added: “The show generated incredible tangible excitement for the innovative 2023 line up we’ll be bringing to consumers, from the toys we showcased in the kids’ Demo Zone area to the unveiling of new brands including Cookeez Makery and Little Live Pets My Puppy Home. We also celebrated Little Live Pets’ 10-year anniversary, which demanded lots of cake to be eaten. And of course, everyone wanted a selfie with Bluey. We had representatives from our LA and MBO offices attend, including our Global Gaming lead David Norman and of course our co-owner Paul Solomon, whose presence truly made this Moose Toys’ best ever London Toy Fair.”
Those words – ‘best ever’ – were heard a lot across the three days, from both exhibitors and visitors alike. B&M Stores’ toy buyer Hayley White told Toy World that 2023 was the best Toy Fair she’d been to in years, and that she listed more new lines than at any previous show. “I feel like strong December and January sales had put everyone in an optimistic mood,” she elaborates, noting that with the Hong Kong show season out of the picture, London presented the first opportunity to see a lot of the newest toys and games in person. “We’re really excited with what 2023 will bring, now we’ve seen so many stand out products.”
We gleaned from conversations with clients during the show that pretty much all the major buyers
into Olympia with them and several other industry peers after ignoring curfew – we were all having far too much fun to want to leave, which says a lot.
Day three of Toy Fair witnessed the return of the Influencer Day for the first time since 2020, which provided yet another opportunity for exhibitors to secure media coverage for their products, and representatives from the charity KidsOut took to the aisles at the end of the show for their own best-ever Toy Fair, collecting over 5,000 toys generously donated by the trade. These will make their way into specially curated toy boxes given to children fleeing domestic violence, often for the safety of a refuge and with nothing but the clothes on their backs.
Julian Margolin, chief ambassador at KidsOut, said: “We were once again overwhelmed by the amount of support from the toy trade at this year’s Toy Fair Trolley Dash. Over 80 volunteers were literally rushed off their feet after rolling down the aisles and back with trolleys full of donations. We would like to thank not only everyone in the trade but also the BTHA for its continued faith in the cause and especially to Majen Immink, Jo Lester and their teams for allowing us the opportunity, as well as the unseen heroes supporting with trolleys and transport, Tesco and (DHL) Marks and Spencer.”
Reflecting what the team here has heard from just about everyone it has spoken to, Majen Immink says the feedback the BTHA has received on Toy Fair 2023 has been overwhelmingly positive. The show organisers have already apparently been fielding a large number of enquiries from returning and new exhibitors alike who want to attend the 2024 event, something Majen says is ‘great to hear so soon after the show’. She adds: “As with every show, there are always areas to improve on and we welcome all feedback from our exhibitors and visitors to ensure the show improves year on year.”
“At the moment we are still wrapping up what has been a great show for us this year and preparing for exhibitor applications to open in March for Toy Fair 2024,” Majen adds, when asked what plans are in place for the next show. “Next year is Toy Fair’s 70th anniversary, so we will hopefully have some exciting surprises to celebrate the show that we love so much.”
• Independent Toy Retailer of the Year (single store) - Toys N Tuck
• Independent Multi-Store Toy Retailer of the Year (multi store) - Toy Barnhaus
• Multiple Toy Retailer of the Year -SMF Toytown
• Omnichannel Toy Retailer of the Year - Smyths Toys
• Online Excellence Award - The Very Group
• Judges’ Special Recognition Award - Toymaster
• Judges’ Special Recognition Award – AIS
Overall Toy Retailer of the Year - Smyths Toys
• Action Toy of the Year - Heroes of Goo-Jit-Zu Goo Shifters Hero Pack, Character Options
• Construction Toy of the Year - Hoth AT-ST, The Lego Group
• Kidult Toy of the Year - Technic McLaren Formula 1 Race Car, The Lego Group
• Most Innovative Toy of the Year - Little Live Pets Mama Surprise, Moose Toys
• Heritage Toy of the Year - Hot Wheels 1:64 car, Mattel
• Doll of The Year - Rainbow High Core Fashion Assortment, MGA Entertainment
• Movie Licence of the Year - Jurassic World, Mattel
• Preschool Licence of the Year - Gabby's Dollhouse, Spin Master
• Collectible Toy of The Year - Pokémon Booster Cards, Asmodee
Toy of the Year - Squishmallows 7.5", Jazwares
Toy Supplier of the Year - Mattel
We were delighted with the number of visitors to our stand. Our team were present for the full three days and the appointment diary was fully booked for all of them - but most importantly, the quality of visitors was exceptional. We are very grateful to our retail partners for their support and for coming to see us.
London Toy Fair never fails to deliver new opportunities for us year after year. It’s a fantastic show which is heavily supported by both suppliers and retailers. I personally thought the atmosphere this year was great. We were fortunate to have a number of new properties and toy ranges which we announced at the show, which only added to the excitement.
We were thrilled to attend our first London Toy Fair and even more excited to showcase our fantastic new toy brands: Cutesville, Crystalverse and Curious Universe Games. 2022 was an exciting year of product development for us and we created some amazing new concepts - what a great start to 2023, to be able showcase all that hard work at Toy Fair.
We were able to speak to visitors with whom we have long-standing relationships whilst also developing exciting new connections. It was great to establish ourselves in a relatively unchartered space. We dove straight in and can’t wait to see what exciting ventures come from this.
Toy Fair felt more ‘back to normal’ this year, with everyone being less guarded and more comfortable with meeting and chatting. The Toy Trade ‘kiss and hug’ is back, the mood was good, and everyone seemed to be in high spirits (retailers and suppliers alike).
We were delighted with our stand: it presented a blast of Magicbox colour in the main hall, which looked great. Being an open stand, we were able to welcome all our appointments and accommodate additional visitors. It’s a frustration at these events that there seems to be a growing reluctance from some buyers to make appointments (thankfully not all). The stand may be open and welcoming, but you can only talk to one customer at one time.
Overall, we had a very good show. It is certainly the kick-off event in the toy calendar, and we couldn’t wait to get started. We saw plenty of quality visitors, enjoyed lots of positivity and good meetings, and came away with lots of exciting opportunities to build on.
As a first-time exhibitor at Toy Fair, we were not sure what to expect – we needn’t have worried though, as the amount of people who visited our stand, particularly to see our new brand Wow Generation, was far above what we could have hoped for. As well as connecting with our existing retailers we met many prospective new customers from multiple retailers, independents and distributors and look forward to working with them all.
We are glad that we decided to advertise in Toy World: we had visitors who had seen us in the January issue and made a note to come and see us, which was great. The atmosphere was fantastic, and we look forward to coming back next year.
Toy Fair was totally awesome: I’m only sorry that I didn’t get to speak to as many friends and former colleagues as I would have liked - we were simply too busy. Disney 100, Fuzzballs, Hello Kitty and Marvel Mission Arena caused a lot of noise. We’ve got so much follow up to do and it was great to experience the adrenaline rush of a trade show again – thank you to all involved. Our industry felt like it was back to its best!
Without fail, it always rains when we’re writing articles on Outdoor Toys – but the weather can’t dampen Toy World’s spirits, as we take a look at what’s shaking up the category for 2023 and speak to a selection of major players about their latest (and greatest) launches.
AAt this time of year, the British public are very ready for summer, arguably none more so than the kids that have spent yet another grey/wet/windy/cold (delete as applicable) winter indoors. Happily, as anyone who took a stroll round the London and Nuremberg toy fairs earlier this year will know, there’s a whole heap of outdoor fun coming our way for 2023.
Reydon Sports, which last year became an official Toymaster supplier, considers itself something of a one-stop-shop for sporting goods with toyetic appeal. According to Andy Griffin, marketing manager, Reydon’s range of Franklin Sports and Nerf products perfectly combine sports and play, as does its Spyderpong, dodgeball, bow & arrow, and trick shot golf sets. The company says its Hy-Pro range of team merchandise, such as footballs, goalposts and more, performed particularly well in Q4 2022, and with the 2023 FIFA Women's World Cup Australia & New Zealand kicking off in July, the success of these products is set to continue.
“The wholesale marketing team at Reydon works closely with all brands and suppliers to first gather up all relevant assets before then distributing them to our customers,” Andy adds, keen for readers to know more about Reydon’s approach to retail partnerships. “We have a well-structured Google Drive that holds all these assets, ready to download at the click of a button. From here, retailers can share all this powerful content through social media and eCommerce to maximise turnover.”
Innovation – something we saw plenty of during Q1 show season – has the outdoor category on blast. It would be remiss of us not to mention one of the breakout trends for this year: blasters that fire waterbased polymer beads instead of the more typical foam dart or water jet. Gel Blaster, an energetic American start-up which is now going global, is leading the charge with its Surge blaster and Gellet Depot (Gellets being Gel Blaster’s own-brand beads), both of which kept visitors to its stand at the Spielwarenmesse thoroughly entertained.
“Gel Blaster is an Austin, Texas based company that has gone from Kickstarter to a $75m company in just two years,” explains Steve Starobinsky, chief revenue officer, Gel Blaster. “In 2022, we saw immense brand and channel growth, leading the fastest-growing toy segment at retail and on Amazon in the United States. We are the category leader for an emerging $200m business in the US alone, and we are so excited to partner with retailers and distributors in Europe and across the globe. We’ve found a diverse audience of all ages for our brand of play at home because when playing with a Gel Blaster, it’s like a portal to your inner childand we want to share that with the world.”
Other companies are looking to capitalise on the trend, with Hasbro and Mookie Toys amongst the established suppliers who have introduced new lines in this area.
Meanwhile, Zuru’s X-Shot Fast-Fill water blasters have recently received a makeover, marketing manager Miona Milakov tells us, with a new printing technology, Pietzo, used to develop the contemporary Skins range
- Pump Action, Hyperload, and Nano Fast-Fill - all of which are available at a sub-£13 price point. Miona adds: “Furthermore, we continue to invest significantly into the blaster category and drive it through its innovation and value-driven approach. Stay tuned for the latest from X-Shot this autumn/ winter.”
Sticking with Blasters, polymer beads aren’t the only new ammo hitting the market this year: Moose Toys has unveiled Föm Mania, the first ever foam blaster range. The Fomilator blasts foam up to 15 feet and is available in a single pack and 2-pack. Both options come with a bottle of foam concentrate and fun Föm play ideas.
From cutting edge newcomers to iconic family favourites, Little Tikes’ Cozy Coupe will be showing off its raft of upgrades from this month. The market leading outdoor toy brand is releasing a Cozy Coupe range with variety of new features: the new eyes align with the characters from the popular Let’s Go Cozy Coupe animated series, there’s an updated handle for double handed pushing and control, and new and improved wheels ready for any terrain. The new Cozy Coupe will sit alongside a selection of best-selling classics as well as new faces including a new Princess Cozy Coupe (coming soon).
“We aim to defend our No. 1 position in the market and will be directing a large proportion of our marketing to support the outdoor category throughout the key spring/summer season,” said Alaina Cornish, senior brand manager, Little Tikes UK & Ireland. “This support will include strategic digital advertising, creative press communications and a heavyweight influencer engagement programme that ensures the brand remains at the forefront of our consumer’s minds. We’re proud to have a robust portfolio of products that span from infants and pre-schoolers up to six years, so it’s important that we are reaching all types of parents and gift givers.”
Pre-school licences including Peppa Pig and Paw Patrol form an important chunk of the Outdoor Toy category, though the NPD Group says there’s room for growth here, with only 8% of the category being licensed toys vs. 31% in Total Toys. Geemac is introducing four new items to its Sportspower x Fisher Price range for this year: 3’ and 7’ trampolines, a playhouse, and a sandpit, all developed in line with Fisher Price’s ethos, ‘Let Kids Be Kids’. Other new products are in development as Geemac further strengthens its partnership with one of the world’s leading pre-school brands.
MV Sports, a specialist in the licensed outdoor toys space, says Britain’s turbulent economic climate means consumers are seeking dependable licences offering value and longevity. MV’s portfolio of must-have properties includes Paw Patrol and Peppa Pig (both Top 3 properties in the sector) as well as Disney Princess, Barbie Spider-Man, Batman, Nerf and Marvel, all of which are evergreen favourites.
Gabby’s Dollhouse, one of MV Sports’ newer licences, has enjoyed a very positive reaction at previews and trade shows, something Phil Ratcliffe, joint managing director, puts down to the company’s attention to detail. “The amount of features and decoration we pack into each scooter, playhouse or bike really makes MV
Sport’s products stand out,” he says. “This is especially important when working with licensed products: we try to imbue some of the character’s DNA into every one of our outdoor toys.” Another great example of that approach is the Encanto playhouse, allowing kids to feel that they are inside their very own Casa Madrigal.
It remains to be seen whether 2023 will witness a repeat of the extreme heatwave much of the country sweltered through in July last year, though it’s pretty likely we’ll see some extended periods of very hot weather at the least, as British summers get warmer with each passing year. Alaina at Little Tikes says retailers are stocking products such as the Fountain Factory Water Table and Turtle Sandbox earlier in the season than they used to; consumers, it seems, are taking a proactive approach to summer heatwaves by securing their outdoor toys well ahead of the rush on shops often triggered by meteorologists warning of an impending hot spell.
Mookie is introducing an assortment of new, ecofriendly FSC-certified outdoor toys to its TP Toys range, including traditional garden games, a new area for the brand. The sustainable new range will allow kids to play games such as croquet, tumble tower, ring toss and skittles on a much larger scale than they would ordinarily be able to, bringing old fashioned family fun to gardens this summer in an environmentally friendly way. Other new additions for 2023 include Palplay outdoor toys, the result of the 2022 acquisition, and refreshed Scuttlebug ride-ons.
“Mookie Toys remains the largest family-owned toy company in the UK, and this can be felt throughout the business,” explains Lucy Burton, marketing executive at Mookie Toys, when asked what makes the company stand out within the Outdoor category. “Many staff members have been at Mookie ever since its first partnership with Ecoiffier (which we still work with today), right through to where the company is nowowning established brands in the outdoor toy market including TP Toys, Swingball and The Bugs.”
Lucy adds: “Mookie’s UK-based product designers work hard to bring families unique designs whilst never sacrificing quality, ensuring our brands are always growing. Many parents rely on TP products to entertain their children outside, whilst always learning. Mookie brands constantly feature in the top NPD toys year on year, showing retailers they can rely on Mookie to bring their customers products they will love.”
Zuru’s Miona Milakov says that as warmer weather lasts longer each year, parents are more likely to look for cost-effective ways to entertain their kids. She explains: “They may be more inclined to invest in durable, high-quality toys that can withstand harsh weather conditions and help beat the heat, and that are fun and easy to use. For retailers, dealing with extreme weather events may mean rethinking their inventory and product offerings to better align with changing consumer demands, emphasising toys that can be used in various weather conditions, and being conscious that outdoor toy seasonality may be getting longer.”
Miona also believes that sustainability is increasingly on consumers’ minds when it comes to purchasing outdoor toys. Zuru has made big strides in this area with its best-selling Bunch O Balloons range. The balloon stems and caps are now made from certified and traceable post-consumer recycled (PCR) plastic and Zuru is committed to also minimising product and packaging waste to contribute towards the global reduction of 4,000 tons of virgin plastic.
New advertiser KidKraft also keeps the planet front of mind with its range of playhouses, climbing frames, swing sets, sandpits and more. In a nod to the UK’s rather more ‘bijou’ housing, the company has designed some very neat sets that make good use of vertical space, rather than (precious) outdoor floorspace. The two-tier Ainsley Outdoor Play Set, despite its compact size, can entertain up to six kids at once with its swings, slide, rock-climbing wall and shaded upper-level clubhouse with chalkboard tarp. The Toy World team was also lucky enough to have a go with a top-secret new product currently in development while in Nuremberg, which we’ll bring readers more on when we can. What we’ll say for now is that it a) is a huge amount of fun, b) is very addictive and c) will absolutely get kids up and active with next to no encouragement from mum and dad. In fact, mum and dad will probably want to join in.
“As parents increasingly look for active ways to play for their child’s development, KidKraft is excited to deliver the fun outdoor moments that last a lifetime through our quality products,” said Justin Victor, director of Brand Marketing at KidKraft. “Our dedication is to the physical, emotional and mental benefits that parents want for their children, as well as the entertainment of children as they play. KidKraft Swing Sets, Playhouses and Climbers bring your outdoor space to life for the entire family. We are proud to be a leader in wooden outdoor play experiences, the journey of active play for children, and our extensive range of outdoor products that provide years of fun for families.”
In this feature, readers will be able to peruse all the impressive new outdoor toys coming to market this year, as they gear up for yet another summer of fun.
sales@zuru.com | info@zuru.com
Zuru‘s best-selling, innovative Bunch O Balloons water balloons are produced using natural latex materials made from the sap of the rubber tree that biodegrade over time.
All Bunch O Balloons stems and caps are made from certified and traceable post-consumer recycled (PCR) plastic. PCR is made from recycled consumer products such as bottles and containers and scrap waste diverted from landfill, is low energy use, and requires no virgin petroleum. Zuru is showcasing its ongoing commitment to minimise product and packaging waste and will contribute towards the global reduction of 4000 tons of virgin plastic.
2023 sees the introduction of a new Tropical Party range. A hero SKU, the Bunch O Balloons Tropical Party 3-Pack allows children to fill and tie 100 tropical colourway water balloons in less than 60 seconds. With innovative O-Ring technology and Rapid Fill capabilities, the stress of filling individual water balloons is diminished, allowing more time for play. The Bunch O Balloons simply connects to a tap or a hose, and is then filled to make hundreds of water balloons with no hand tying.
Further extending the brand play experience, the Bunch O Balloons Tropical Party Water Slide Wipeout combines the thrill of sliding on water with splashing into hundreds of self-sealing, fastfilling water balloons. Doubling the fun with a water fight, water slide combination, the Water Slide Wipeout offers consumers an attractive mid-price point outdoor activity solution, while providing greater shelf presence and overall brand journey.
Zuru will be supporting Bunch-O-Balloons with its biggest marketing programme to date, including campaigns across TikTok, YouTube and influencer-led content.
Driving the water-blaster category through its innovation and value-driven approach, the company’s X-Shot Water Fast-Fill Skins range brings a collectible element to this expanding property. With different skins designs to choose from and collect, consumers have an affordable extension to the line. At a sub £10 SRP, the new X-Shot Fast-Fill Skins Hyperload offers an impulse purchase option within the water-blaster category. The Fast-Fill technology allows users to refill their blaster in just one second. The blasters just need to be dunked, filled and then closed with the rapid sealing technology. The Skins Hyperload shoots up to 33 feet /10 metres with its 500ml/ 17 fl oz water capacity tank.
Providing the same refill and close technology, the new X-Shot Fast-Fill Skins Pump Action is a slightly larger model with a 700ml / 24 fl oz water capacity tank, and can shoot up to 30 feet/ nine metres.
For sales enquiries, contact the sales team on the details listed above.
01628 535 000 | www.spinmastertoys.co.uk
Spin Master’s hero outdoor toy this summer is the Aerobie Sonic Fin.
Officially endorsed by Denver Broncos quarterback, Russell Wilson, this aerodynamic ball puts the power of a pro in the
The innovative, hollow gyroscopic
max distance in the air, meaning it can be thrown up to 100 yards. Kids can throw like a pro with the adjustable fins for maximum speed
customisable calibration ring, this ball is ideal for both rightand left-handed throwers, letting every player challenge themselves while having fun
The Aerobie Sonic Fin is perfect for kids, adults and anyone in between, making it perfect for outdoor family
0845 0533 333 | www.littletikes.co.uk
Over the last 50 years, Little Tikes has firmly established itself as a market leader in the outdoor toy industry, creating innovations that are designed to ensure children have lots of fun whilst also learning about the world around them.
For generations, the Little Tikes Cozy Coupe has remained a favourite amongst children and parents. Throughout the years, the Cozy Coupe family has expanded with various adaptations and upgrades and has become a much-loved outdoor toy classic. The latest models of Cozy Coupe and Cozy Coupe Princess are the newest additions to the popular range of best-selling ride-ons, upgrading several of the vehicles features to enhance outdoor play time further. For an even smoother ride, the wheels have been swapped for more rugged and textured materials to combat any surface. Additionally, for added parental control, the handles are now suitable for two hands, making the iconic ride-on easier to control and guide.
Both Cozy Coupe and Princess Cozy Coupe feature brand-new eyes and a matching red and yellow horn to complement the popular Let’s Go Cozy Coupe characters. A sleek pink roof completes the design of the new Princess Cozy Coupe, for a hardwearing toy that will keep little ones entertained for hours. The new features add to the pre-existing and well-loved characteristics of the Cozy Coupe family, such as a removable floor, working horn, high seat and storage to the rear, an ignition switch and front wheels that spin 360 degrees for easy steering.
As one of the UK’s leading outdoor play brands, Little Tikes has a toy for every stage of childhood, helping children to develop their minds and bodies as they grow, through active play. The Fountain Factory Water Table has water play covered with all things building and splashing. Great for group play and social interaction, the table includes interchangeable pipes and fittings to introduce scientific learning to pre-school children in a fun and hands-on way. Once the fun has come to an end, the table’s easy-drain plug makes tidying up time hassle free.
The Turtle Sandbox is the perfect addition to any garden as it can be filled with sand to dig for buried treasure or plastic balls for endless fun. The versatility of the Turtle Sandbox gives parents the option on how to play dependent on the season. The Turtle Sandbox features two seats for multi-use as well as moulded-in detail on the bottom to encourage digging, building and pouring.
0161 633 9800 | www.character-online.com | sales@charactergroup.plc.uk
In 2023, Character Options’ hugely popular Stay Active category will continue to meet the demand for family-friendly activities and toys, with fresh new developments within the range.
Stay Active is a family-inclusive range of toys that can be played with both inside and outside, whilst having active fun. With the range having developed into a whole division within the portfolio and benefited from the company’s significant investment into its marketing and influencer programme in 2022, buyers and retailers can expect this raft of activity to continue into the year ahead.
New for spring/summer 2023 is Splash Atom; the game where players make the ball slide along the rope to avoid getting drenched. The atom ball comes and goes without stopping, but if it reaches a player, that player gets soaked. Also new for spring/summer is Bubble Skip; a twist on the original Jump It Lap Counter, whereby kids produce bubbles as they skip. These will join existing favourites in the range, including Jump-It Wipeout, Moon Shoes, KickerBall, and Splash Out, to name but a few.
The marketing drive for Stay Active promises to be bigger and better - and 2022 was a stellar year, so that’s a tough act to follow. The final quarter saw Olympian Gold Medallist and Celebrity MasterChef champion Greg Rutherford alongside other trending influencers, including Sophie Ellis-Bextor and H from Steps, take on the ultimate fast, fun musical jump challenge fitness game; Jump It Wipe Out, catapulting it onto Christmas wish lists and guaranteeing its success at launch.
For more information about Character Options’ Stay Active collection, please contact the team on the details above.
01483 449944
www.vividtoysandgames.co.uk
As the weather warms up, Vivid Goliath switches on a full suite of marketing campaigns to announce the arrival of its outdoor range, Wahu. The fully comprehensive range features both Sport and Garden outdoor play. Within Sport, the heritage brand Phlat Ball frequently sits in the top five best sellers list and includes the Classic Phlat Ball, as well as Phlat Ball Junior to suit different price points.
After a successful debut to the UK last year, Wingblade - a 10” throwing disk, as well as Wingblade Pro at 13”, flew off shelves. Both feature performance stabilizers which creates accuracy and leads to incredible flying distances. Meanwhile Zoom Ball and Zoom Ball Hydro feature endless fun with a ‘zip it to rip it’ flying ball.
The Wahu Garden range includes fun inflatable garden items for the summer months. Based on the best-selling game, The Floor Is Lava, The Lawn is Lava! takes the fun outdoors, including two new ways to play with new challenges and as well as water balloons to help keep children cool in the sun. Bash N Splash is a 1.2-metre-high punch bag that connects to the garden hose for continuous water blast and bounce back action. Also in the range, Splash N Snake is a 4-metre-long snake projecting water randomly in all directions and Hop Skip N Splash combines the classic game with a blast of water. Plus, Super Slide, the 7.5-metre-long water slide, allows children to cool off as they slide through the water streams.
Super Wubble, the amazing bubble ball which is super squishy, squashy and lightweight continues into 2023 after continuous success year after year. It is available with or without pump, in either pink or blue.
All brands are supported by TV, VOD, Influencer and Digital advertising from March throughout the summer months.
01620 674 778 | sales@simbasmoby.com
Simba Smoby Toys UK’s trusted Smoby and AquaPlay brands present families with a wide range of products for lots of outdoor fun. With continued significant investment into both ranges, this is a premium outdoor offering that retailers can rely on.
Ever-popular in the family-favourite Smoby collection are the Smoby Slides. New for this Spring, the GM Slide is perfect for little ones aged two-years-old and over. For a real crowd-pleaser, the much-loved Funny Slide is now available in a brand-new and improved colourway. This robustly built, blow-moulded, double wavy slide is two-metres long and comes with an extra-wide base and non-skid steps to make it secure. When the weather is hot, families can connect a hose to the underside of both slides to create a waterfall that will cool little ones off nicely.
The Smoby outdoor portfolio also includes a range of playhouses and activity items to encourage fresh air play. The Smoby Nature House is a popular line, with its bright, cheery design, shuttered windows, small barn door and a sliding panel that can be opened to let in nature. For budding restauranteur, the Smoby Chef House comes with two separate spaces, representing a kitchen area and a table service section, meaning kids will be able to act as both chef and customer. The kitchen offers many play patterns in one, with everything needed to cook up a feast, including a fridge, oven, hotplate, food prep sound effects and 70+ accessories.
For educational water play, the canal-inspired AquaPlay collection lets families experience engineering in action as they enjoy water fun. A proven seller is the AquaPlay LockBox, which can be folded up and packed away once playtime has ended, making it an ideal choice for families with limited outdoor space.
For more information about the Smoby and AquaPlay collections, contact the Simba Smoby Toys UK team on the details listed.
0141 613 2525 | www.oneforfun.com | sales@oneforfun.com
2023 looks to be on track for another successful outdoor toy season for One For Fun. The continued interest in skateboarding, which was fuelled by success at the Olympics, has promoted new generic boards available in different sizes from the smaller ‘satchel’ board to full size adult boards in a variety of materials. Ozbozz neon skateboards continue to be popular, especially the bright, eye-catching neons. New for 2023 are Mirror finish skateboards in a variety of sizes and designs. These highly crafted skateboards have a metallic, almost chrome, finish and the designs shine through. Sizes include 17, 22, 28 and 31 inch, with designs including a wild goose, a lion, a wolf, skulls, flowers and geometric patterns.
This year will see more new Ozbozz scooter designs, building on the popularity of the best-selling Unicorn, Dino, Tye dye and Rainbow Flashing wheeled scooters. New launch, Steam Scoot with headlight is a classically designed scooter with three wheels and a water filled deck that produces real steam when the scooter moves along, giving a powered trike experience, with a built-in headlight that lights the way.
A new combo scoot and ride on was launched at the toy fairs, combining outstanding design with practicality. Young children can be wheeled along whilst seated, with an adult pushing from behind holding on to the sturdy handle. When in a park or safe space away from roads and other hazards the handle can be removed, and the child is free to ride or scoot away without restriction.
The My First Scooter range has won many consumer awards over the years. This cost saving scooter 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, this little scooter has outlived many of its rivals. The Unicorn and Dinosaur My First Scooters continue for 2023 along with other colourways. The award-winning balance bikes for younger children are also available in a range of colours.
Older children are catered for with the Big Wheel Torq Ruff Scooter. This sturdy scooter is suitable for on and off road, with large, 200mm wheels at the front and back. The bigger wheels allow rougher terrain to be traversed more easily, and a handy kickstand helps to keep it upright. A convenient folding design makes the scooter easy to store and transport.
Lots more outdoor products are available to view online on the website listed above.
John Adams Leisure continues to expand its successful Intex outdoor toys range, adding a selection of new products to its portfolio. Families can enjoy the sun with the whole range of Intex inflatables, Aqua Quest SUP Boards (Stand Up Paddleboards), pools and ride-on toys.
The new Intex Aqua Quest SUP Boards are sturdy, slip resistant inflatable boards featuring a comfortable leg leash, paddle, handy storage rope and come with an Oxford Fabric backpack to transport them on outdoor adventures. The Aqua Quest range has a youth SUP board suitable for children aged 8+, and an adult version is available too.
The realistic Intex Ride-Ons in Gator, Stingray and Sea Turtle styles are perfect for summer fun. Featuring a super realistic vinyl print and two heavy-duty handles, the Intex Ride-Ons are the perfect summer accessory. The Sprinkle Donut Tube allows families and friends to have fun or a leisurely float in the pool in this Instagram-friendly tube.
Children can splash about in style in the Rainbow Ring Play Centre, which has a built-in sprayer that attaches to the garden hose and a landing mat for extra padding, to keep little ones cool during the hot summer months. It includes a waterslide, wading pool, water sprayer, ring toss game (with four inflatable rings), ball roller game, toss ball game and Fun Ballz.
Families can cool down from the heat in the Swim Center Family Lounge Pool. They can relax and safely enjoy the sun, using the four built-in comfy seats with backrests, which are perfect for lounging or supervising little ones. The Swim Center also includes two drinks holders, for sipping on a drink whilst in the pool.
The new play centres, SUP Boards, inflatables and ride-on toys will sit alongside the existing Intex range of market-leading above ground pools, PureSpa range, airbeds, inflatable furniture and pool games.
0208
Nerf Elite Junior consists of easy-play toy foam blasters that are designed for boys and girls blasting into Nerf battles for the first time. Special features make them easy to operate, so kids will be playing Nerf games in no time.
Kids aged six and up can now launch into high-energy dart-blasting fun and experience the thrill of doing it all by themselves. The blasters are easy to hold, sized to fit comfortably in small hands and are lightweight for easy carrying. The front-loading design makes inserting darts a simple step. Blasting is easy, with handles that have the lowest pull force of any Nerf dart blasters. These features let kids get into lots of fast-moving action, and they can show off their blasting skills as they carry out each step on their own.
Key items in the range include the Nerf Elite Junior Ultimate Starter Set, which include two easy-play blasters, has an oversized aimer for easy targeting and comes with 15 Nerf Elite darts, making it an ideal gift set.
Meanwhile the Nerf Elite Junior Explorer launches four darts in a row and has also been designed for easy targeting.
0208 643 0320 | sales@flairplc.co.uk
With toy drones, a football training line endorsed by Lionel Messi and a new inflatable game that’s ideal for outdoor play, Flair products offer everything for families to enjoy the great outdoors.
The Sky Viper Force toy drone brand celebrates its 10-year anniversary in 2023, having soared to success over the Atlantic. From autumn/winter 2023, the range will be taking the UK by storm., with entry point line, The Force Gesture Controlled Drone, the Journey Pro Video Drone and the Vector Performance Stunt Jet .
For football fanatics, the Flair’s Messi Training System range benefits not only from the endorsement of Lionel Messi himself, but also the significant marketing investment that Flair GP continues to put behind it. It offers kids professional training equipment and methods to help improve their skills. Essential to the range is the size two, solid foam Soft Touch Training Ball, which comes with an extendable, height adjustable cord that helps kids practise their aim and control. For older kids the Pro Training Ball S3 was a topseller for Flair last Christmas; it is made from a hard-wearing TPU material for durability. A perfect next challenge comes in the form of the Tricks & Effects Ball; it features a streamlined design that trains kids to make the best plays and shoot like a pro, and with the goal set-ups, children can practise as much as they like.
For a fun workout game, Wibble Wobble Where? Is a giant, inflatable wobbly game that’s perfect for playing indoors and out. The aim of this fun-for-all game is to be the first to find the images on the wibbly, wobbly, one- by two-metre inflatable. But with everyone wobbling the inflatable, it's a bit of a workout.
For more information, contact Flair GP on the details above.
Everyone’s talking about Encanto!
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. Naylor’s tunnels are made from PVC material making them 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 tunnels are made from a PVC material which is up to four times thicker than alternatives on the market and come with a spring steel wire coil which is fully enclosed in a heavy-duty, hard-wearing cover strip making Naylor’s tunnels flexible and self-supportive.
Due to their construction, Naylor’s tunnels can withstand lots of playtime fun and can be the start of many adventures from crawling and hiding inside to vigorously rolling around. Their size and flexibility allow the tunnels to be adapted for use with other toys. 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, eye-catching colours. In the single colour range, two lengths and diameters are offered, catering for children of all ages. A multi colour tunnel is also available in the small tunnel option.
Child safety is paramount, and all Naylor tunnels are independently tested to fully meet the requirements of the European Child Safety Standard EN71.
Geemac offers a range of play equipment for summertime fun.
The Sportspower x Fisher Price collaboration gathers pace for spring/summer 2023 with four brand new items added to the range. Sportspowers’ speciality is designing fun and innovative items for a targeted demographic, a strategy which has supported
With the addition of Geemac’s three-foot Junior and sevenfoot trampolines, the range now takes children from pre-school to six years plus on a development journey. The range has been specifically designed to grow with the child and all items can be used both indoors and outdoors. Bold fun designs are in keeping with Fisher Price’s mantra of ‘Let Kids Be Kids’, which is something the company feels strongly about.
The range also sees a brand-new wooden Playhouse for 2023, featuring a PVC roof, opening door and interactive blackboard panels for added role-play, making it a welcome addition to any
The new Sandpit sees a modern twist on a firm outdoor favourite featuring seats to allow comfort whilst playing, while a printed fabric base to keep the sand all in one place also adds to the game play. There is a waterproof cover included to keep the sand dry and clean for use all year round. To support the company’s ethical initiatives, all Geemac’s wood is FSC certified.
2023 is set to be another bumper year for the Sportspower Fisher Price range with new developments already being worked on. Sportspower, the brand dedicated to ‘Keeping Kids Active’ is proud to partner with one of the world’s leading pre-school brands in bringing outdoor toys to a younger demographic. The range is available both FOB and domestically.
07725 833 273 | www.guidecraft.com
Guidecraft’s commitment to creating positive experiences for young children inspires its efforts to use high-quality, responsibly sourced materials that will last generations. A hero line of the range, Guidecraft’s new All-Weather Hollow Blocks are made using Poly+, which is a wood-plastic composite material that reduces the amount of plastic in traditionally synthetic products by 30%. Through an innovative combination of materials, the product achieves the look and warmth of wood, while maintaining the low maintenance qualities of plastic. Products made from ultradurable Poly+ are designed to withstand rugged play indoors and outdoors, contributing to handson building activities for years to come.
Children aged two and up can combine the energy of gross-motor activities with the creativity inherent in traditional block play using All-Weather Hollow Blocks. The high-quality construction using UV-resistant Poly+ and weather-resistant hardware makes this set of jumbo blocks ideal in outdoor environments. Children can stack the over-sized cubes, rectangular prisms, right-angled triangles and planks in this 22-piece set to build giant creations.
01525 722 769 | www.mookie.co.uk
2022 was an exciting year for Mookie Toys with the acquisition of Palplay. Best known for its range of colourful outdoor toys, Palplay’s popular product lines are now being sold under the Mookie umbrella. Produced in Europe, Palplay products sit alongside Mookies existing product ranges including TP Toys, Swingball and Scuttlebug. Throughout 2023, Mookie’s in-house design team will be bringing a new look to Palplay along with unique designs consumers and retailers alike are yet to see in the outdoor plastics world.
TP Toys continues to be one of the biggest players in the outdoor toy market, known for its heritage and quality products that families can trust. Spring/summer 2023 heralds plenty of new releases including the launch of FSC-certified wooden garden games, a new area for TP Toys. Offering the fun of traditional games such as croquet, tumble tower, ring toss and skittles on a much larger scale, these aesthetically pleasing wooden garden games will be enjoyed by both children and adults.
Playhouses are always a winner with little ones. TP Toys wanted to take the play pattern one step further to encourage even more imaginative play, so its wooden playhouses now have the option to add on FSC-certified playhouse accessories. These bring additional play value to an already much-loved outdoor toy; available accessories include mud kitchens, shutters, fences and even noughts and crosses.
The big hitting family favourite Swingball is a great way to get families up and moving as they play the classic and competitive game everyone enjoys. A constant bestseller according to NPD, 2023 sees a focus on new and engaging video content to support a strong social media and influencer campaign. The content will remind people that anybody can play Swingball.
The Bugs range continues to be a go-to purchase for parents for their child’s first ride-on, and like Swingball, Scuttlebug is consistently featured in NPD’s top toys year after year. The Bugs has had a refreshing rebrand and now comes in reduced packaging sizes: Scuttlebug has benefitted from a 58% increase in container load, while that figure is 78% for Scuttlebug XL.
sales@toynamics.co.uk | 0116 478 5230 www.toynamics.com
New for 2023, Toynamics has launched the Ambosstoys brand, bringing timeless ride-on toys that combine classic Italian design with fine craftsmanship. The vintage looking Primo is an authentic ride-on toy in the design of a classic Italian scooter. Suitable for toddlers up until age five, the bikes are created using quality materials for longevity and are available in mint, blue and pink.
The Hape Cross Racing Balance bike joins the balance bike range for 2023. This new, sporty balance bike is packed with features that make it easy for children from 3+ years to learn to ride.
It’s ergonomically designed, with a premium wood and steel frame for safe riding and comes with front and rear wheel mudguards. The cork, wrist-holder handle grips relieve stress on a child’s wrist when riding, whilst the steering limiter makes it easy to learn to balance and control the bike. The seat is soft and slim for added comfort, a rubber suspension shock absorber protects children’s spines from bumps and jolts and the ride comes with puncture proof 12-inch rubber tyres.
Hape has also expanded its popular Nature Fun range, with the introduction of the Nature Fun Outdoor Kitchen and Nature Fun Garden Tool Set. The Outdoor Kitchen features a water tank that collects rainwater, with a tap over the sink and a stove and oven for ‘cooking’ mud pies. The Kitchen comes with multiple accessories, including a baking tray, bowls, a pot, ladle and sieve. Suitable for ages 3+, there are flowerpots and a rack to grow flowers on the side. The Nature Fun Outdoor Tool Set aims to encourage green fingers from four years and up with high-quality, metal tipped garden tools that work just like the adult equivalent. The set includes a watering can, trowel, rake, spade and shovel made with bamboo handles, as well as two bamboo plant labels.
All brands benefit from full marketing support including shop-in shop solutions. For sales enquiries, contact the team on the details above.
mark.cooper@wowstuff.com for UK and EMEA or sunny.walia@wowstuff.com for USA. | www.wowstuff.com
Innovation company Wow! Stuff has given the classic air-rocket an upgrade with the introduction of its new outdoor toy brand, HYPR Rockets. This unique, multi-patented take on the classic toy pattern promises to outperform comparable outdoor products.
HYPR Rockets are revolutionary, kid-safe, soft-tipped toy rockets which have been designed to fly higher, further or faster than any other toy rockets. First to launch in the collection is the HYPR Rocket 500, which flies up to 500 feet high. Like all HYRP Rockets, it is launched by stomping on the included air pad and comes with a Rocket Expansion Platform from which the HYPR Rocket can be blasted. One of the three included HYPR Rockets is simply placed on the platform and prepared for launch.
These pressure rockets have such a high yield thanks to the patented O-Ring at the base of the launch tube, which builds pressure and keeps the rockets airborne for over one second longer with the same stamp exertion, compared with other air-operated rockets. HYPR’s never-seen-before, patented switch system lets kids boost their rocket’s performance; a simple flick of the switch takes it from Standard to Turbo Mode.
Whether playing alone or with friends, all HYPR Rockets feature the trademarked, built-in Rocket Expansion Platform, which allows endless platforms to connect to one another. The fun can be doubled, tripled or quadrupled by connecting more platforms together enabling more rockets to be fired, making it the perfect challenge toy for competitive friends. The Duelling HYPR 500 is a single launcher pack, while the Duelling HYPR 500 comes with a double launcher. Both models include the connectable expansion platform.
More innovative HYPR products are in the pipeline and there will be further announcements from Wow! Stuff in the outdoor action category over the coming months. For further details, get in touch with the team on the details listed above.
01637 882201 | www.moosetoys.com / www.fommania.com
Föm Mania from Moose Toys is an outdoor toy collection that brings innovation to the traditional water blaster, by swapping H20 for foam.
Foam fun is trending. New for spring is a range that will make a garden or outdoor space ‘foamazing’ with the first ever Foam Blaster on the market. It’s safe, high quality and no set-up required.
The Fomilator looks cool and features an easy-to-use Blaster which jets out streams of thick, fluffy foam up to 15 feet for the Ultimate Föm experience. Available in a single pack and 2-pack, both options come with a bottle of foam concentrate and fun Föm play ideas.
Available alongside the Blaster is The Fömalanche foam maker. At the click of a button, it makes piles and piles of light, airy foam to play in, perfect for birthday parties, backyard foam battles or just everyday outdoor play. Designed with kids in mind, all Föm Mania products are portable and easy to use and there’s no clean up required as the foam simply dissolves.
To ensure the foaming fun never stops, the range includes Föm Mania Fom Concentrate single and 4-pack refills for use with the Fomilator and Fömalanche.
Spring and summer marketing support will include a robust digital campaign to drive brand awareness using pre-roll and animated pre-roll, as well as targeted social media to drive conversion with links to buy.
01582 670 100 | www.zincsports.com | chirag@hy-pro.co.uk
Hy-Pro’s latest set of goals has launched for the new year. The Hy-Pro Portable Fibreglass Goal comes in two sizes, 6ftx4ft and 8ftx5ft, both of which are perfect for the back garden. The goals have a completely unique and new design which ensure they are both durable and highly portable. Their slimline design and quick assembly enables football fans to carry the goals with them wherever they go, and instantly set up and start playing without wasting any time. The goal comes with ground pegs to ensure it is securely fastened to the ground, allowing young sports stars to strike the hardest of shots whilst the goal stays stable. Suitable for all weather conditions and ages, the goals let kids practise their skills and compete with their friends at home or in the local park.
Pickleball has been one of the most talked about sports in recent months. The fastest growing sport in the US, Pickleball now seems to be kicking off in the UK too, with multiple courts opening around the country. The smaller court and paddles make the sport ideal for those wanting to keep active in a fun way. Hy-Pro’s new Pickleball range is launching soon, including a net and paddle sets with great designs.
Hy-Pro’s licensed merchandise range is continuously updated with new categories and events being added. Following the recent FIFA Men’s World Cup Qatar 2022 event, the focus is now on the rapidly growing Women’s World Cup. The FIFA Women's World Cup Australia & New Zealand 2023 range is launching this month and features engaging new designs. The range covers all footballs and accessories, including water bottles and goals. With the Lionesses winning the most recent Euro’s tournament in 2022, Hy-Pro is expecting a huge amount of support and excitement going into the World Cup, and this range is ideal for those wanting to support their favourite women’s team.
Barcelona luggage is the latest category to be introduced into Hy-Pro’s wide portfolio of football club licences. A whole new range of back-to-school products will be unveiled soon as well as a variety of outdoor and sports accessories such as water bottles. The luggage range includes items such as a gym sack, duffel bag, holdall and many more. FC Barcelona is one of the most widely supported teams in the world, featuring many globally recognised and high-profile players.
Guidecraft’s commitment to creating positive experiences for young children inspires our efforts to use high-quality, responsibly-sourced materials that will withstand rugged play outdoors. Through hands-on building with authentic, openended toys and the incorporation of beautiful, natural elements, children create meaningful connections with their environments.
G6776 Little Bricks - 60 pc. set
G6777 Little Pavers - 60 pc. set
01626 835 400 | www.wiltonbradley.com
Wilton Bradley’s new Bubble-Go Trike is a fresh way for kids to have fun outdoors. Little faces will light up as kids pedal along on their tricycle, leaving a cloud of bubble ‘magic’ behind them. They simply add the included bubble solution to the front-mounted Bubble-Go machine and watch as hundreds of bubbles blow away in the wind.
With its easy clip assembly and simple bubble machine mounting, the Bubble-Go Trike can be put together in a matter of minutes while the sturdy, lightweight frame offers durability. Complete with more than 100ml of bubble solution, the Bubble Go Trike is a perfect gift for active kids.
The new Xootz Wild Thing LED Scooter will be a hit in the park. In addition to its fun leopard print grip tape, the Wild Thing scooter features LED wheels, deck and handlebar grips that combine to create a fun light show as kids ride. Perfect for ages five and over, the Wild Thing features a lightweight aluminium frame and an easy folding mechanism, making it easy to both transport and store.
sales@ses-creative.co.uk
With over 50 products in the Outdoor collection of SES Creative, children can experience endless fun outside.
For almost 10 years now, Mega Bubbles has enabled children to make and play with big, strong bubbles. The bubble soap is made in Holland, is super washable and available with fun new tools and refill bottles.
Alongside Mega Bubbles, activities such as Animal Yoga, First to Find and Splash Water Balls motivate children to be more physically active and to play together.
Splash water balls are one of the newest additions in the Outdoor range. Used with the Tennis Frisbee Disks, hole tarp or by themselves for a water fight, they are a great alternative to plastic water balloons. Splash Water Balls can be used time and time again and can be played with wet or dry. Endless outdoor fun is guaranteed, with sustainability kept in mind. The Outdoor range has many more activities: travel and family games, playground chalks and garden fun. The whole Outdoor collection can be discovered at the company’s website listed above.
01706 558 539 | www.winningmoves.co.uk
Winning Moves’ perennial best seller, Pass the Pigs, is a crazy dice game that sees players race to bag 100 points by throwing dice-sized pigs in various positions. The game is consistently ranked as the No. 1 in the Amazon Dice Games category and has over 2,000 5-star reviews. Owing to the success of the brand, 2022 saw Winning Moves announce Pass the Pugs, and Giant Pass the Pugs shortly thereafter. These inflatable canine pals are great for playing in the garden, on the beach, or even at the park. They also come with a carry sack so they can be easily stored once deflated, waiting to be reused again and again.
From June this year, Winning Moves will be releasing a new member of the Pass the Pigs family: Giant Pass the Pandas. These inflatable pandas, similar to their predecessors, are perfect for outdoor summer play and can be deflated to fit inside suitcases or backpacks. The gameplay remains the same - just a little bit cuter.
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As a leading manufacturer of Outdoor Toys, the Evo brand from HTI continues to raise the bar with imaginative and inspiring additions to its balance bike, scooter, skateboard and wheeled product ranges. With a mission to provide value, aligned with quality and outstanding design, Evo aims to set the standard in the wheeled product arena for all age groups.
Evo has expanded its ranges for autumn/winter 2023 with targeted areas of innovation. Research showing that characterisation and light-up features were popular drivers of sales, both in the UK and overseas, has resulted in the injection of new trend-driven Unicorn and Dinosaur designs into the pre-school and early years product lines, and the development of an exciting new light-up scooter.
To aid in the development of balance and coordination, the Character Head Light-up Mini Cruiser and Balance Bike (for two years +) has seen characterisation added to the stem and frame, in the form of a two-tone dinosaur, unicorn or shark graphic. The new Light-up Inline and Light Flash (for five years +), has a colourful, patterned stem and footplate and the same features can be found on the Light-up Move n Groove for three years +.
Alongside new lines, an injection of new trend-driven colours has been applied to selected Evo products, and there has also been a huge concentration on optimising the Evo packaging to ensure the brand remains competitive on price.
A key differentiation for the brand is the Evo foot to floor and battery-operated vehicles ranges, which continue to flourish with new additions and refreshed lines. A firm favourite with younger children is the foot to floor ride-on, suitable for one year +. With the high demand for emergency themed vehicles, a traditional styled Fire Engine rideon has been added to the range and, continuing popular themes from the bikes and scooter category, a Dino and Unicorn foot to floor has been introduced. All foot to floors ride-ons include a squeaky horn and under seat storage.
For more information on the HTI collection, please visit the website as listed above.
0115 938 6444 | www.reydonsports.com
sales@reydonsports.com
Reydon Sports is working alongside Franklin Sports for 2023, exploring the hybrid of Sport and Toy via an innovative set of Franklin products that will be distributed via Reydon’s UK distribution centre. Reydon’s B2B model allows the company to supply and service the world of retail across many sectors, resulting in the Franklin brand making a substantial splash in Europe.
Reydon’s 16+ SKU launch unveils a set of sporting product lines which fit perfectly into any Toy, Sport, Leisure or Multiple retailer. Products include the versatile new Spyder Pong, a recreational game combining table tennis, volleyball and 4-square into a single action-packed activity. This is the perfect sport to stir up a crowd at any social event, picnic or party. The set includes one large Spyder Pong table frame, a net, two balls, two paddles and a mini pump with needle. Players can use their imagination to create new and exciting games of their own with the unique Spyderball net: the possibilities are endless.
From the innovation of Spyder Pong and Spyderball to traditional garden games, the Reydon portfolio has it all. The Jumbo 4 in a Row game brings the beloved classic into the outdoors on a much larger 24" scale with an extra-large wooden game board for super-sized fun. Other products within the range consist of various sporting, family-friendly sets. The Fun 5 Combo set features five fun activities: Badminton, Volleyball, Flip Toss, Ring Toss and Flying Disc. The set comes complete with everything needed including poles, a net, badminton rackets, birdies, a volleyball, flip-toss scoops with a ball, a ring toss, flying disc, ball pump and needle. The Croquet Set is a classic outdoor game that offers hours of fun for all ages and includes four coloured wooden mallets, four coloured croquet balls, two coloured wooden stakes and nine all-weather wickets.
Suitable for youngsters right through to adults, other lines from Franklin Sports include the Inflatable Dart Ball, which tests throwing accuracy as players challenge their friends both indoors and out. A family favourite, the 20-foot-long Field Day Tug of War is ideal for birthday parties, backyard barbeques, beaches or gifting.
Franklin leads from the front on American Sports, with products such as the MLB Foam Baseball Bat & Ball. Great for any beginner player, this is an effective way to teach
With a long-term business strategy in place to develop its sports offering with a toy-like spin, Reydon Sports’ partnership with Franklin Sports opens up an extensive
01217 488 000 | www.mvsports.com | info@mvsports.com
MV Sports is a one-stop shop for wheeled and outdoor toys, with a portfolio spanning properties including Paw Patrol, Peppa Pig, Disney Princess, Barbie, Spiderman, Batman, Nerf and Marvel.
The multi-award winning Encanto has inspired a vibrant wheeled range from MV Sports, featuring iconic character graphics, bold colours and visually decadent designs. Newly launched for 2023, the Encanto Wendy House is based upon Casa Madrigal for full interactive play. With a tieback door, top vents for circulation and fully integrated floor with closed top, this wendy house can be enjoyed both indoors and outdoors. The poles fit together easily for quick assembly and simple breakdown, and the house comes complete with a carry bag perfect for sleepovers and holidays.
MV Sports has supplemented its portfolio of classic licences with hot and in-demand properties such as Bluey and Gabby’s Dollhouse.
The Bluey range of wheeled toys includes the Switch-it Tri-Scooter. This fun ride-on includes four different character plaques for added play-value, a fully printed anti-slip footplate for stability, and adjustable handlebar height for play longevity. Bluey fans can also pedal along on the 2-in-1 bike. An ideal beginner bike, this licensed offering easily converts from a pedal bike to a balance bike as the child grows in confidence.
MV Sports has announced a new collaboration with Universal’s Gabby’s Dollhouse across its range of best-selling scooters, bikes, playhouses, tents and accessories. The hero item is the Gabby’s Dollhouse Wendy House. Suitable from three years and over, this is a playhouse for children just starting to explore imaginative play and discover their independence. Decorated with colourful character graphics, it comes complete with a ventilated closed top and tie-back door and is made from water resistant, durable polyester and PVC materials for immersive play indoors and outdoors. For easy assembly, the tent is a one-piece design shaped by inserting the adjoining PVC poles through the ready-made channels. The whole product folds down to a compact size for easy storage and comes with a carry balg for transportation. The new range recently made its debut at London Toy Fair 2023.
An iconic brand with 99% global awareness, MV Sports’ inspirational range of Barbie wheeled and outdoor toys features bright colour pops and diverse character graphics set against a backdrop of iconic Barbie pink.
The Barbie Deluxe Tri-Scooter is the perfect first scooter for any Barbie fan. The fully printed, anti-slip footplate with smooth sides, protective fork covers, colourful clamp cover and rear wheel axle caps provides additional safety and stunning visual design whilst riding. The softer wheels and tread pattern ensures a smooth ‘grippy’ ride and extra stability, whilst the moulded handlebar grips provide comfort for little hands. The adjustable handlebar height can be adjusted to suit children as they grow, and the stylish character graphics, inspiring slogans and beautifully shaped plaque are sure to please even the most discerning Barbie fan.
The highlight of the Barbie range is MV Sports’ range of 10”, 12” and 14” bikes. The 2-in-1 10” bike converts easily from a pedal bike to a balance bike whilst the 12” comes complete with a fully enclosed chainguard and heart shaped plaque.
sales@peterkin.co.uk
Brookite from Peterkin has been manufacturing kites for over 100 years. First established in 1907 by the Brooke Brothers during the age of aviation development, it was a Brookite kite that held aloft an aerial from SS Mafalda in the South Atlantic Ocean in 1910, enabling radio pioneer Guglielmo Marconi to make the first ever transatlantic radio message spanning over 6,000 miles.
This heritage has given rise to the very reason for the brand’s longevity: its ability to adapt to changing trends and to be constantly
Today, the range includes a complete collection of best-selling Classic Bow Tail, Diamond and Cutter kites covering all key price points, alongside a host of colourful and fun styles including the Skyray, Bermuda Bird and Tropical Butterfly. The Sports category includes high quality Stunt Kites such as the Phantom and Harrier. These have been specially developed using shapes and materials suited to the more challenging flying techniques demanded by current kite flyers and adrenalin junkies.
Peterkin also offers a range of colourful Brookite windsocks, spinners and telescopic poles up to 9m in length, all of which are perfect for camping and
The full range is in stock and available
Cambridgeshire based
07546 931 642 | smay@JDMProducts.com
Gel Blaster experienced huge growth in 2022 and is now going global. Based in Austin, Texas, this fun young start-up is focused on getting kids and kidults alike, all around the world, off their screens and outside with a line of blasters and accessories designed to feel like playing a video game in real life. Owning the category name and dominating the market with its innovative products, Gel Blaster is at the leading edge of the industry.
The Surge, Gel Blaster’s flagship product, is a handheld blaster that fires eco-friendly ammo called Gellets. Gellets are water-based, super absorbent polymer beads that burst on impact, leaving no mess, no stress and no clean-up. The Surge features two modes of blasting for an enhanced and exciting combat strategy: semi-automatic and full-automatic action. Semi-automatic mode releases one Gellet per trigger pull while full-automatic mode releases an impressive eight Gellets per second when the trigger is held down. Controlling the power and intensity of the Gel Blaster Surge is easy with an included supplementary barrel which adjusts for a lower velocity. The standard barrel supercharges the blast to up to 170 feet per second, launching Gellets over 100 feet, while the supplemental attachment fires at 90 feet per second.
Designed with function in mind, the blasters are outfitted with a rechargeable battery that can last four to five hours on a full charge.
The Surge is packaged as a battle-ready kit that includes one charged Surge, one fast-charging USB-C cable, two barrels, one pair of safety glasses and one pack of 10,000 Gellets. The hopper also comes pre-loaded with 800 hydrated Gellets, so it is ready to blast right out of the box.
Gel Blaster’s Gellet Depot is a revolutionary Gellet solution. This single product makes hydrating, straining and storing Gellets easy and practical, making it the No. 1 selling category item on Amazon. This Gellet system is a must-have accessory for every Gel Blasting enthusiast.
The brand’s guiding principle - Go Play - influences every aspect of its work, and every activation and event is infused with this spirit. Gel Blaster prides itself on sending its Street Team out to its retail partners’ stores to engage directly with the consumer, providing highly captivating, interactive experiences with its products. Internationally, the Gel Blaster team is providing an in-depth experiential menu to its retailers and distributors with a detailed strategy on replicating these same meaningful experiences overseas.
Gel Blaster’s most exciting social global effort for 2023 is the launch of the first official International Go Play Day, which is set for the first day of spring, 20th March. Getting the whole world outside to play is the company’s driving mission and by creating its own international holiday, it is aligning its global partners for the start of Gel Blaster season.
Gel Blaster is distributed by JDM Products in the UK: for more information, contact Steven May, UK country manager, on the details above.
0330 912 7543 | www.huffybikes.com | support@unitedwheels.eu
A leading manufacturer of high-quality bikes designed for riders of all ages and abilities, with a rich history dating back over 130 years, Huffy has established itself as one of the most trusted names in the cycling industry.
Huffy’s mission is to bring the joy of riding to everyone, everywhere. Whether consumers are looking for a kids’ balance bike, a reliable daily commuter, a rugged mountain bike or a stylish cruiser, Huffy has a bike for them. The bikes are designed with safety, comfort and performance in mind. Made with the highest quality materials and built to last, Huffy Bikes offer the confidence to ride wherever adventures may lead.
Every rider is unique, which is why Huffy offers a wide range of bikes, scooters and battery ride-ons to suit different styles, needs and budgets. The brand also provides a variety of replacement parts to help keep each bike running smoothly for years to come.
As kids grow and develop their cycling skills, Huffy’s assortment of bikes will suit every stage of their journey. The bikes come in a variety of sizes and colours, ranging from bold and bright to sleek and sophisticated.
Huffy Bicycles and Disney have collaborated to bring children the perfect combination of fun, style and adventure, with one of the latest additions to the collection, The Huffy Minnie Convertible Battery Ride-On. Complete with a big bow Minnie Mouse herself would approve of, this 12-volt battery-powered ride-on car offers children an exciting ride around the neighbourhood or garden. The company has taken extra steps to ensure assembly is simple, so adults can put the ride-on together quickly and kickstart the fun memories. They simply snap in the wheels, connect the battery, add the seat and windshield, then snap in the mirrors and the build is complete.
The durable ride-on has an authentic Minnie Mouse look and feel, plus a realistic dashboard for an immersive driving experience. The ride-on is both easy and fun to drive in forward gear and reverse, moving at safe speeds of up to 2.5mph. A convenient battery-charging port makes it easy to recharge when the ride is over for the day.
The Minnie Convertible is not the only offering to stem from Huffy’s Disney partnership. The company has also released a fleet of bikes available in Spider-man, Disney Princess, Frozen, Avengers, Star Wars, Cars, Lightyear and Minnie Mouse options.
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07850 779 797 sales@sjr-associates.co.uk
Dolu Toys is riding high off the back of the best London and Nuremberg toy fairs the company has ever experienced.
One of the biggest new items Dolu is offering is its new First Car, which has enjoyed a very positive reaction at both fairs and offers an alternative to the various versions of Smart Trike. The car has a reclining back rest with 5-point harness, a sunshade, parent handle, storage compartment, bottle holder and coat hook. Once the child is old enough, it becomes a foot-to-floor car. Dolu believes it is the only company offering something like this in UK. The First Car will be available for delivery in April.
Now one of the go-to companies for outdoor toys, this year, Dolu’s impressive range of 21 Mattel licensed items includes a bespoke Fisher Price playhouse and a Sand & Water table. Both items faithfully represent the Fisher Price brand and its iconic characters; a purpose-moulded Giraffe head pops out of the playhouse and also features on the Sand & Water Table, complete with added water function. The Fisher Price monkeys also swing into action on the table, enhancing the play value.
To further elevate its Mattel products, Dolu has made the most of in-mould-labelling (IML) to depict the characters or branding; for example, Barbie and her friends on the Barbie Playhouse and Picnic Bench. IML is not a simple decal that could peel or scratch off from the item. Instead, it is a design that is applied in the plastic itself during production, ensuring the integrity of the product design and strength, and safeguarding it from the elements or little fingers. It is not possible for kids to peel the designs off, a strong selling point of the range. Dolu’s Mattel line-up also includes the impressive Hot Wheels Foot-To-Floor First Moto.
Based in Turkey, with its factory just outside Istanbul, Dolu offers an easy option for supply. Customers benefit from a reliable, flexible service from factory to final warehouse, with delivered product priced in GBP, no MOQs per item and short lead times. Dolu has been in its new 65,000 square feet factory over a year and now has double the stock on hand – an increase of approximately 180% from this time last year. The company states that over 90% of its range can be delivered into UK warehouses for less than the products would be bought for elsewhere.
07787 574 931 www.kidkraft.com Mark.Inett@kidkraft.com
For over 50 years, KidKraft has been crafting toys and furniture that amplify and enrich childhood by creating spaces and places for kids to live, learn, play and explore. KidKraft products are sold in more than 90 countries, the UK included, to children around the world.
Children’s outdoor swing sets inspire active, imaginative play and enable kids to be outside and enjoy fresh air while experiencing hours of fun and physical activity. Whether parents are in search of swing sets, outdoor playhouses, active play accessories, or kids’ chairs or table & chair sets, KidKraft has them covered. The brand believes in using earth-friendly materials and strives to create items that are sustainable and safe yet always fun.
Thoughtfully designed to fit all families, homes and backyards, KidKraft items are design-forward and available in a variety of sizes and price points to fit a range of consumer needs. With UK consumers in mind, the company has created outdoor sets that lend themselves to smaller garden spaces and expand vertically for the ultimate play experience. Kids can expect to have a blast swinging, sliding, climbing, hanging and engaging in all kinds of active play for hours on end while playing on one of KidKraft’s curated swing sets.
Products to look out for include the KidKraft Cozy Escape Playhouse, Ainsley Swing Set, and the Canyon Ridge Swing Set. The Cozy Escape Playhouse is an ingenious two-story set that lets the fun go up instead of out, taking up less outdoor space. With almost 50 square feet of play space and the addition of a twisty slide, this double-decker structure can entertain multiple kids all day.
The Ainsley Playset is ideal for smaller backyards and can entertain up to six active kids at once. The Ainsley packs in loads of fun features including a high-rail wave slide, a multi-coloured rock-climbing wall and a shaded upper-level clubhouse with chalkboard tarp. Underneath, little diggers can play to their hearts’ content in the spacious sandbox.
The sturdy Canyon Ridge Wooden Swing Set is built to take whatever 12 rambunctious kids can dish out. Each all-in-one activity center and playhouse features not one but two durable slides, plus an extra-deep, high-rail wave slide and a rugged 12’ Twist N’ Ride tube slide with crow’s nest lookout.
Retailers are encouraged to contact KidKraft to discuss the backyard equipment that best fits their customers’ needs, style and budget.
Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: Canal, IMC, Playmobil.
01268 548 111 | www.playmobil.co.uk
The Playmobil Country theme invites children to discover a new side to life as they have fun in the countryside. Made from sustainable material, this new version of the classic Playmobil theme is brimming with play ideas as well as love for the environment. The first wave of sets within Country launched in February, with more sets to follow in July.
The richly detailed sets inspire plenty of playtime fun and endless new stories in which mindful use of our natural resources is part of everyday life.
Features across the Country range include solar panels on the roof of the barn in the 137-piece hero set, an 'electricpowered' Large Tractor, and a Cargo Bike perfect for a trip to the local Country Farm Shop. Numerous farm animals, such as a softly flocked cow, make the play world complete. The Playmobil Country theme resonates with consumers thanks to its sustainable messaging and materials, the variety of accessories for kids to discover and its loving and thoughtful design.
The theme will include a number of in-store point of sale options including window displays and sales stands, and will be supported throughout the year with a full media package including TV, digital and social media advertising.
01904 720 908 | www.imctoys.com
info.uk@imctoys.com
IMC Toys launches Little Changers, an eco-friendly sub-brand of the best-selling Cry Babies range. In line with its sustainability goals, the company aims to focus on producing toys from renewable sources and reduce the use of single-use plastics and non-recyclable materials over the next 10 years. The launch of the new Little Changers sub-brand is one of the latest expansions to sit within the hugely successful Cry Babies brand, which is also experiencing a growing licensing roll-out for Cry Babies Magic Tears.
Consisting of six characters, each representing a natural element of the Earth, the Little Changers sit within their own unique flower-shaped capsules which include accessories to facilitate nature-themed imaginative play. Led by the content via a series of one minute ‘edutainment’ webisodes, which will be available to stream on Kitoons, the Little Changers range takes an eco-approach that aims to encourage children to care about the world around them by highlighting small ways in which they can help look after the planet – such as turning the tap off when cleaning their teeth.
As well as being seen in the webisodes and product themes, this sustainable approach is also reflected in the materials that the range is made from. In addition to the recyclable packaging, the use of a plant-based material created by BioLogiq, which is mixed with fossilbased plastic in the toy production process, is a revolutionary step forward for the company. Produced from industrial starch waste, BioLogiq’s material, NuPlastiq, is durable, biodegradable and recyclable, making it an ideal alternative material to plastic. It also cleverly accelerates the biodegradation of normal plastics without causing the production of microplastics.
The launch of Cry Babies Little Changes marks a significant shift in the way IMC makes toys now and in the future. The company has taken a lot of time and effort to source the right renewable materials to ensure the quality remains high, in line with the wider portfolio. Little Changers are bright and vibrant and perfectly packaged for stand-out shelf appeal.
01904 379 123 | www.canaltoys.co.uk sales@canaltoys.uk
Building on the success of the bestselling Airbrush Plush range, Canal Toys has launched new Airbrush Plush Surprise Plush.
Each pack comes with a surprise plush for children to decorate in any chosen style with the fun airbrush tool and chalk pens. Airbrush Plush Surprise Plush is an adorable soft toy that provides the perfect blank canvas for anyone with an eye for design or is just feeling creative. Each cute soft toy has bright, white plush fur which can be washed clean for repeated use. The plush simply needs to be washed under the tap, left to dry, and then the plushie can be styled all over again.
Using the airbrush tool with the special pop coloured chalk-based markers enables spraying directly onto the fur, or the 25 stencils included can be used to create wonderful patterns and designs across the cute plush body, meaning the creative possibilities are endless.
This is the first collectible that has been introduced to the range, and there are 12 different cute surprise plushies to collect: a Poodle, Dragon, Unicorn, Husky, Puffer, Koala, Shark, Birdie, Bear, Kitty, Seal and Monkey.
Toy manufacturers work tirelessly to ensure that their products are safe. There are occasions, however, when a potential compliance issue arises: maybe a third party contractor has not kept to specification or perhaps the issue is not with your own product, but actually a very convincing counterfeit. Whatever the issue, if it raises questions within the business, by customers, or attracts the attention of a regulator, you need to be in the best position to respond.
Below are six simple steps you can take to ensure your response is quick and effective. Investing time in preparing now will mean that you can react quickly, and get back to what your company does best; producing amazing toys.
• Identify a core response team. Think about who needs to be on board when investigating a potential issue. The team will need to comprise those who hold key product information (designers, manufacturers, engineers, regulatory, sales, marketing), those who support decision making (e.g. PR, legal), and potentially those holding financial authority. Who and when each individual needs to be involved will depend on the factual scenario, but identifying key players now makes for smooth running in the future. Make sure that the ultimate decision maker is identified too. When difficult decisions need to be taken, who has final authority can often become unclear.
• Have a traceability plan. This is important throughout the supply chain. Make sure that you can clearly identify the manufacturer of the item and each of the component parts. Holding information as to the model, serial or batch number and date of production is crucial. Customer information should also be logged and updated systematically, being cognisant of data protection considerations. Being able to narrow down potentially affected products and where they are in the supply chain could have a significant impact on the scope of any future action that may need to be taken and the time it takes to implement.
• Ensure effective product monitoring. Identify and analyse issues at an early stage. Information from a range of available resources such as retailers, consumers, regulators and social media can be used. Implement procedures to verify and act on the information gathered, and review sources of information regularly.
• Be familiar with risk assessment methodologies. Know which methodologies should be employed to assess risk. These may vary between markets and may produce different outcomes. The EU has its own set of product risk assessment guidelines, and the UK’s Office for Product Safety and Standards (OPSS) has recently introduced a new methodology: PRISM. Be familiar with relevant guidelines and how they may differ. Work through some dry runs with key team players and identify gaps in knowledge and information.
• K now your legal notification obligations. Knowing when it is necessary to notify a regulator of an issue is important. The trigger can be different depending on the market in which a product is sold. Being able to identify the markets in which the toy is made available and knowing in advance what may trigger a notification obligation is information that is simple to obtain and crucial to future decision making.
• Communications. Have plans in place for effective communication of all potential stakeholders, both internally and externally. If external communication is necessary, plans will need to consider a range of parties including regulators, customers and the media. Pre-prepared timelines, channels of communication, template documents and even ghost websites are likely to be useful.
The UK OPSS has produced a Code of Practice which advises that every company should have a written Product Safety Incident Plan (PSIP) incorporating the above measures. Pulling together a PSIP may seem like a daunting task, but it doesn’t need to be. Responsible manufacturers are likely to have already considered the issues that a PSIP should cover, and drawing them together in one place and supplementing specific areas to make them more robust may be all that needs to be done. The OPSS is likely to ask to see a copy of your PSIP if a potential product issue arises. If you are able to produce your PSIP, this will assist in demonstrating your company’s commitment to safety and will ensure that you are not starting on the back foot and that you are able to set a positive tone for any future discussions.
Compliance and safety are ingrained in the toy industry. Gathering together all of the good practices that are already being undertaken by your business will make sure that its dedication and commitment in bringing safe toys to market can be demonstrated when it counts most.
fter a flat year in 2022, this may seem like a very ambitious goal, but Alex is confident he and his team can achieve it. With the online retailer billed as “the home of cheap toys, games and kids homewares online for children of all ages”, Alex stresses that many consumers
To ensure customers will have an even more efficient and friendly service, he has set about updating the company website to make it more streamlined and userfriendly, and placed an increased focus on customer
“I feel like I’m starting from ground zero with a lot of things,” says Alex, who took up the reins as CEO eCommerce director and senior buyer. “I’m trying to build everything up, including better systems, so we can make the business more effective and more profitable. There has been a huge focus on the customer services department. My mantra is top level service in every area, so we’re ensuring that our customer service team is servicing our customers in the most effective manner, in the most efficient manner and with the most diverse
According to NPD, in-store purchases increased throughout 2022 with offline sales accounting for 2021. However, at 49% of the market, online sales are
still a long way ahead of where they were before the pandemic, when they accounted for just 35% of toy sales, and Alex hopes this will continue.
“I have learned not to try and predict too much anymore,” he says. “Our aim is to continue to improve our offering and our service. If we continue to drive a great proposition to our customers, then we will continue to succeed.”
Technology is playing a big part in driving growth, and the new website which has just launched features brand-new tech, adding incredible speed – “one of the biggest factors in terms of conversion rates in eCommerce”, explains Alex. “We wanted to build a site that is phenomenally fast, phenomenally sleek, easy to use and easy to shop around. Whilst the old site was functioning well, we felt it could be improved.”
Some new features BargainMax will be looking at include multiple payment options and new ways of interacting with customers to help provide an efficient service, including using WhatsApp, a feature which will be introduced very soon. The retailer is also looking at launching its first ever customer loyalty scheme this year.
“There are lots of different pieces in the puzzle,” Alex adds. A huge part of this puzzle is logistics and the transition to the new distribution centre at PLP Ellesmere Port will soon be complete, having started in November. Located on a 12-acre site by Junction 8 of the M53, the new centre has been built to BREEAM
After just a few weeks in the hot seat
Excellent standard.
“The new site is now almost fully operational and we will be out of our existing warehouse by the end of March,” Alex explains. “It has all gone very well. The biggest difference is that in the previous warehouse, we could only dispatch 5,000 orders a day at a pinch and we need to be able to process triple that amount at peak times. We stock about 2,000 SKUs in our current warehouse and we want to increase that to between 4,000 to 4,500 SKUs.
“The new warehouse is a much better set-up and is built for scale. It’s enabled us to at least double what we are able to offer, and we are hoping to do a lot more. We also need to ensure that the warehouse team is being utilised as well as it can – for instance, can we work double shifts, or can we work weekends – how can we get Sunday’s orders out on a Sunday? It’s about making sure all those pieces in the puzzle fit together, but we’re firing on all cylinders.”
We asked Alex if the cost-of-living-crisis has had a big impact on sales. “It’s really hard to know because last year we had so many of our own operational challenges which limited what we were able to do,” he tells us. “But I think it is noticeable in terms of traffic and across the wider toy industry. BargainMax is positioned well though, and we carry most new and current product at price points which fit within our own margin requirements. We are not ashamed about the great pricing opportunities we offer.”
He adds: “In the past, some suppliers have been concerned about our name and weren’t keen to have a bargain proposition associated with their brand, but I think most have now realised that this doesn’t necessarily mean price destruction, it actually means cleverly utilising shared opportunities to offer value for the customer.”
Working with suppliers, Bargain Max has built up solid data over the last couple of years and knows what will sell in a particular line over a particular period. “The more you work with suppliers, the more support they give you and the more opportunity they give you,” explains Alex. “As we trial and test different product ranges, we can see if they work well and expand on that.”
But with stiff online competition from the likes of Amazon, how does BargainMax position itself and persuade suppliers to get onboard?
“Suppliers recognise they need to have a breadth of retailers to distribute their business,” explains Alex. “They can’t just have one or two dominant retailers in their portfolio. It is also about reaching new customers and different segments of the market and new children. Suppliers want to be a part of our journey as they recognise the reach our website has, the new segments of the market that we can reach, and they want their product to be a part of that.
“We also try and focus on being great to work with. Our aim is to create enjoyable and meaningful relationships and work with suppliers on their own plans.”
A category which has performed well for BargainMax over the last couple of years is Outdoor Toys, particularly with companies such as Dolu, while the company’s relationship with Wow! Stuff has also seen great success, especially for its Jurassic World Real FX Baby Blue, which was one of the website’s hit items of 2022.
Alex is excited to reveal there will be more investment in marketing for 2023, with a budget increase to double what it has been previously. “One thing that we know is that when a customer purchases from us, they will come back seven times a year; that tells me if we can reach more people and encourage them back, then sales will increase. In the past, our marketing has been limited to low-hanging fruit – people who have a fairly strong intention to buy anyway – but what we need to do is
reach customers who don’t have a clue who we are and currently buy the products we stock elsewhere.”
The marketing strategy will include a heavy focus on social media, particularly TikTok, and BargainMax will also be looking at TV advertising towards the back end of the year., along with offline marketing opportunities.
Alex says that behind the company is a very strong team and this was bolstered in January with the appointment of a new senior buyer – Neil Mitchell, who is well-known to the toy community through previous roles at Very and more recently Home Bargains.
The majority of BargainMax’s offering is made up of branded toys and licences, and Alex forecasts this will continue to be the case in 2023. He is forecasting top sellers for the year ahead to include Mattel’s Monster High range, Hasbro’s Furby and Disney100 lines, celebrating Disney’s centenary. Moose Toys will also remain strong with its Bluey line, he adds.
Having attended both London Toy Fair and Nuremberg, Alex is now looking forward to seeing how the coming year unfolds and says there is plenty
of opportunity for growth. Despite growth being flat in 2022, he is certain that 40% growth is a realistic projection. “We are confident this is achievable,” he explains. “Our suppliers are supporting us to do so, and they and licensors are working closely with us too. We have had a strong start to the year already, due to gaining many new customers as a result of preChristmas marketing. I am confident this will continue and we will have a much better year. Looking ahead, we hope that increased international business will also be a
The world of Action Vehicles continues to rev up, with consumer experiences, burgeoning interest in motorsports and hot new licences offering toy companies endless opportunities to put the pedal to the metal in terms of product development. Toy World gets behind the wheel to find out what’s new for 2023.
The Action Vehicles category isn’t short of new product this year, as demonstrated by the raft of new toys filling this month’s feature. HTI’s successful Teamsterz brand will be making its way into younger hands than ever before with the introduction of Tiny Teamsterz Tumblers; pre-school, freewheeling, rotomoulded cars with cute characterisation and a fun tumble forward function, while Magicbox is unveiling new themes and larger vehicles for its T-Racers brand this year. Character Options is also making waves in the category with the launch of its new Goo Mobiles range. Each highly-stylised vehicle is based on one of the Heroes of Goo Jit Zu characters including Thrash, Rock Jaw, Blazagon and Pantaro. Measuring 2.4” tall and 4.5” long (9.4” when stretched), the vehicles can be squished, stretched, smashed and raced.
Nikko Toys is expanding its Machine Makers brand with the addition of Monster Force Trucks. This STEM-based range lets kids build, deconstruct, mix, match and build again as they collect more and more sets and let their imaginations run wild. According to Laibond Cheng, president of Sales & Marketing at Nikko Toys, Machine Makers is the company’s fastest-expanding brand, which he puts down to a variety of factors.
“Kids love the interplayability and construction quality: we use real rubber tyres, for example, not
cheap plastic,” he tells Toy World. “These toys are heirloom quality, tough and durable. Machine Makers’ mix & match parts also mean play isn’t over once the vehicle in question is built. All the parts can be used with every other set in the range, so as kids get more sets, they can start to build their own crazy vehicles. As the range has expanded, it’s really gained traction; consumer feedback indicates kids play with Machine Makers for hours and hours, which, for a parent watching the pennies, is a huge plus.”
Within the Action Vehicles category, it’s arguably fair to say that licensing is the driving force. Bladez Toyz is expecting big things from its Barbie Radio Controlled Convertible Dream Car, which launches in time for one of the biggest cinema events of the year, Greta Gerwig’s highly-anticipated Barbie movie. The company also recently debuted its
Batman Radio Control range and 1:28 scale Batman RC Racers in London and Nuremberg. Carrera Revell, meanwhile, is expanding its licensing agreement with Sega’s Sonic the Hedgehog by introducing Shadow to its new and exclusive RC, slot racing and Pull & Speed range, and Chengzhen’s MSZ Diecast range is welcoming the electric Volvo XC 40 Recharge and Audi RS e-Tron GT early this year, reflecting shifting consumer habits.
accuracy and functional detailing, and the Bruder tractors and agricultural vehicles resonate strongly with the kids in Tony’s rural part of Ireland. (Other retailers frequented by farming fans are advised to check out Tomy’s new Britains offerings, as well as Maisto and Bburago from One For Fun. The latter has increased its range this year to include new Massey Ferguson, Fendt and New Holland vehicles, as well as multi packs of mini machines.) Majorette, meanwhile, is a big seller for Simon Steele at Toy City Wood Green. Autumn/winter sees Simba Smoby launch the latest wave of Majorette Tune-Ups, a collectible reveal range with seven surprises in each pack.
In 2022, Nikko Toys made its first foray into the world of licensing via a deal with global motorsports team M-Sport. The resulting range, which the company showed in Nuremberg in February, is based on M-Sport’s Ford Puma Hybrid Rally 1 car - and it’s certainly a head turner.
“Of all our new lines for 2023, M-Sport is definitely the one that’s getting the most attention,” says Laibond. “The Ford Puma Rally 1 is an amazing rally car and the M-Sport Ford World Rally Team is performing very well in the World Rally Championships (WRC). Plus, the livery is just jawdropping: our licensed RC range will look incredible in stores. The M-Sport Ford Puma Rally 1 will also be featured on the sleeve of the upcoming EA Sports WRC console game, which will further drive awareness of the car and demand for product among
“Maisto and Bburago have exclusive rights to the most sought-after vehicles, which always puts them ahead of the game. This year we’ll have new 2022 F1 cars for Red Bull, Mercedes, Ferrari and McLaren, and within that assortment is the car driven by the current world champion, Max Verstappen.”
Elsewhere, toy companies are leveraging the evergrowing slate of consumer experiences to make the most of their ranges. The Monster Jam World Finals arrive in Nashville in July, providing licensee Spin Master with numerous opportunities to develop new trucks and play sets based on the exciting, familyfriendly, monster truck franchise. New toy launches for this year include The Megalodon Truck and the action-packed Monster Jam El Toro Loco Big Air Challenge play set. This set allows kids to recreate the high-octane thrills of Monster Jam at home; once a car reaches the top of the tower, it will set off a firework display just like those seen at the Monster Jam World Finals XXI event held in May 2022.
Mattel’s Hot Wheel’s brand kickstarted the year with its Monster Trucks Glow Party live tour, which visited London, Manchester, Liverpool and Glasgow throughout January. The shows enable kids to get up-close-and-personal with their favourite Monster Trucks, to hear the revving of Mega Wrex and see the epic crushing power of Rhinomite. Kelly Philp, marketing director, Mattel UK, tells Toy World that to build on this momentum, the brand launched the impressive Hot Wheels Monster Trucks - Bone Shaker Ultimate Crush Yard. The set lets kids experience
epic Monster Truck-style smashing and crashing, with five ‘smash spots’ indicating where the action takes place. The base moves and shakes too, adding sensory feedback to enhance the play.
Kelly adds: “Also arriving for spring, we have the fantastic Hot Wheels City T-Rex Chomp Down play set, which challenges kids to knock out the dinosaur and save the day. Featuring a slam launcher and 22.8cm loop, kids needs to launch their Hot Wheel cars just right to defeat the beast. And that's just for starters - we have lots more arriving in spring, and for the second half of the year. We promise 2023 will be bigger and better than ever for Hot Wheels.”
Of course, the Action Vehicles category doesn’t just focus on wheels – wings are welcome too. In autumn/winter, Flair GP is introducing the popular Sky Viper Force drone brand to the UK market, which many readers will have seen being flown over the aisles at London Toy Fair in January. The range offers something for all flyers, from novice to experienced. The Force Gesture Controlled Drone can be flown with just the wave of a hand and is crash proof for those inevitable ‘oops’ moments. At the other end of the spectrum, the Vector Performance Stunt Jet can fly at speeds of over 40mph and is capable of pulling off seriously impressive stunts in mid-air. And from the air to the sea (sort of), Flair is also launching its RC Mega Chomp Shark, which moves across dry land like it’s swimming in water.
RC specialist Nikko Toys celebrates its 65th anniversary this year. During its more than six decades in the toy market, the company has learned a thing or two about what makes an action vehicle. “There’s a reason Nikko has lasted 65 years, and why consumers come to Nikko again and again to purchase their radio-controlled cars,” says Laibond Cheng. “Performance, styling, innovation: we bring it all to the table.”
He adds: “There’s a lot of misplaced thinking when it comes to RC, which leads to unnecessary features like Bluetooth control capabilities and Augmented Reality. That’s not really what kids want – if you’re playing with an RC car, you want speed, looks and not much else. Adding all these bells and whistles results in a slower vehicle that doesn’t offer the same thrill and racing experience our vehicles do. Speed is everything in our view.”
Just 10 years Nikko’s junior, Hot Wheels is 55 this year. Since 1968, the brand has combined competition, experimentation and creativity to provide thrilling vehicle challenges that develop the skills and confidence kids need to take on the world. This year’s new additions to the toy line will be heavily supported at retail with bespoke activations, according to Kelly Philp, as well as significant above-the-line media investment in AV, digital and gaming. She explains: “We know that kids nowadays experience brands across multiple platforms, so we will continue to partner with a wide variety of platforms to maximise reach.”
One For Fun benefits from a dedicated team that ensures Maisto and Bburago are elevated in-store. Both brands are packaged in a way that makes the best use of display and shelf space, and are supported by PR and social media content. Maisto research also shows that bigger returns are achieved when the vehicles are simply displayed together in order of size. “These products are available at a great price and offer some of the best value for money on the market,” elaborates David Mordecai. “When you’ve got products that are this competitively priced, the sales will drive themselves.”
Over the following pages, readers can take the fast lane to find out what else is arriving in the Action Vehicles aisle this year.
01628 500 000 | www.mattel.com
Hot Wheels die cast models have fresh new cars to collect in every mix. Hot Wheels continues to strengthen the brand’s credibility among collectors and fans via the successful Hot Wheels Legends Tour, which will be returning in 2023 (dates to be confirmed).
This year, Hot Wheels introduces the new Hot Wheels City T-Rex Chomp-Down Playset to the Hot Wheels City range. The set features a slam launcher and 9” loop that allow kids to launch their Hot Wheel cars just right to defeat the beast. When the dino gets knocked out, its eyes transition from angry yellow to knock-out ‘X-es’. The T-Rex Chomp-Down Playset includes one Hot Wheels vehicle and connects to other sets for additional play value.
The Hot Wheels Monster Trucks range continues to expand with the Hot Wheels Monster Trucks Arena Smashers play sets. Each set presents a different, dynamic challenge that kids will love. Each set is themed in a way that brings a different Monster Truck character to life and comes loaded with engaging sensory play and epic destruction possibilities. The range includes the Hot Wheels Monster Trucks Arena Smashers Bone Shaker Ultimate Crush Yard play set. Five smash spots indicate where the action takes place while the base moves and shakes, adding sensory feedback to enhance the play. The set includes a 1:64 scale Hot Wheels Monster Trucks Bone Shaker and three crushable cars for extra destruction. It can connect to other sets so kids can build out an entire Hot Wheels Monster Trucks Arena Smashers world.
New to the Hot Wheels Track Builder series for 2023 is the Hot Wheels Track Builder Starter Box. and stunting right away. Also joining the range is the Hot Wheels Deluxe Builder Box, which comes in a cool, modular storage container complete with one Hot Wheels car. The set includes track-building essentials such as straight and curved track pieces as well as themed kickers and flippers to add extra boosts along the way. Both builder boxes come in a sleek modular container that can be used in the build or as toy storage, keeping all the pieces together in a neatly confined space. They stack atop other Hot Wheels Track Builder boxes as well. Each track component can be used with other Hot Wheels tracks and sets so that kids can enjoy unlimited builds and rebuilds.
This year, Mattel is commemorating the 70th anniversary of the Matchbox brand and seven decades of die-cast adventures by reflecting on its legacy and looking to the future. To celebrate, the brand is introducing a line of special limited-edition vehicles, paying tribute to Matchbox’s heritage in inventing highly detailed and realistic vehicles that have inspired generations of kids while remaining a trusted brand for collectors.
The celebratory line will include special 70th anniversary die-cast vehicles in seven different assortments across the Matchbox line, all honouring the platinum anniversary with special platinum details. These selections combine collector favourites and iconic vehicles spanning seven decades from regions around the world. These include new castings inspired by iconic models from Matchbox’s history in the Collectors series, such as a Jaguar D-Type and Porsche 910, both of which benefit from extensive detailing and Real Rider tyres. A special edition Routemaster bus, plus vehicles from the brand’s Moving Parts line – which includes a Porsche 911 Turbo and Morris Minor Convertible with opening doors and bonnet - will appear as limited editions.
0161 633 9800 | www.character-online.com | sales@charactergroup.plc.uk
Sitting within Character Options’ hugely successful Goo Jit Zu portfolio, the Heroes of Goo Jit Zu Goo Mobiles offer kids action vehicle play. These unique, fun and innovative vehicles are smashable, squishable and stretchable. They are driving Goo Jit Zu to an all-new scale; measuring 2.4-inches tall and 4.5-inches long - 9.4-inches when stretched - the vehicles can be squished, stretched, smashed and raced. All the favourite characters are available to collect as Goo Mobiles, including Thrash, Rock Jaw, Blazagon and Pantaro. Fans will love smashing, stretching and squishing them together then watching their silly expressions mould and morph back into shape. Smash Up Versus Packs each contain two Goo
The vehicles launch in May with their own bespoke marketing campaign and content.
01296 660 291
carrera-toys.com
office.uk@carrera-revell.com
Sonic the Hedgehog has teamed up with Carrera to feature the blue spikey hero and his sometime partner/sometime adversary Shadow with new and exclusive offerings in radio control, slot racing and Carrera’s Pull & Speed mini pullback and go range, for ages 3-6 years plus.
Building on the success of its late-2022 releases in Carrera RC for ages 6+, Sonic & Shadow get new Performance Version race cars that feature game-inspired body kits with customising self-adhesive sticker sheets to further amp up their appearance. Retained features include interference-free 2.4GHz full-function radio control, working LED lights, pneumatic high-grip tyres, and all required batteries and a charge lead are included.
In slot racing, there will be two new sets in Carrera Go!!! 1:43 scale that will include race cars Sonic Speed Star and Shadow Dark Reaper with which to battle it out for the win. Starting with Go!!! Battery-Operated for ages 5+, the set will include 4.3 metres of racetrack incorporating challenging curves, a flyover section and jump ramp. Being batteryoperated (the set can be upgraded to mains operation), kids have the flexibility to set up and race in places where mains power is not readily available, making this an ideal introduction to the massive Go!!! range.
Increasing from 4.3 to 4.9 metres, the mains-powered 4.9 set for ages 6+ will mix it up with more straights, the already-mentioned flyover section and a challenging looping section and narrowing chicane section as accessories. To allow kids to capitalise on this increased length and complexity, hand controllers are fitted with power-boosting turbo function. Both sets are modular in design, built around a system of interlocking track sections/accessories that can be assembled/disassembled as desired, re-configured and expanded with available Carrera Go!!! accessories to further-enhance the race experience.
2023 will see the introduction of multiple offerings in Pull & Speed – the introduction to the Sonic range for ages 3+. The pullback and go versions of Sonic Speed Star and Shadow Dark Reaper in standard and special colour liveries, will be available in individually blister-carded, individually boxed and twin-pack boxed versions.
Continuing with significant licences, 2023 will also see the addition of a new 5.3m long feature-packed Hot Wheels slot racing set in Carrera’s 1:43 scale Go!!! range for ages 6+, also featuring turbo boost hand controllers. Running alongside the already launched Night Shifter (now in vivid red) fan favourite Hotrod Bone Shaker will join the growing line-up of Hot Wheels classic vehicles to battle it out on the twists and turns (and loops) of this racetrack.
02392 658 255 | www.bladeztoyz.co.uk sales@bladeztoyz.co.uk
With 2023 set to be a huge year for Barbie with the release of the Barbie movie in July, Bladez Toyz is launching the Barbie Radio Controlled Convertible Dream Car. Barbie can take along a friend as the car holds two dolls, while the 2.4 GHz Dream Car can be driven inside or out with an easy to use handset complete with its own Barbiesized steering wheel perfect for small hands.
Added features include rubber tyres for a comfortable ride and a cruising speed of 8km per hour. The Dream Car also has front headlights and rear lights when reversing. The RC Dreamcar is available to order now while stocks last.
Meanwhile, the Batman Radio Control range, recently showcased by Bladez Toyz at the toy fairs in London and Nuremberg, delivers high speed thrills inspired by the ultimate crime fighting action hero. The 2.4 GHz RC Bat-Tech Racer boasts an adrenalin pumping 25km/h top speed and, with rubber wheels and proportional control, delivers an exhilarating driving experience.
At a lower price point, the 1:28 scale Batman RC Racers with tough injection moulded construction are the perfect introduction to heroic radio control driving. The recent addition of both Joker and Superman versions gives retailers the option of an assortment of styles, expanding the play pattern with multi-car action. Now, Batman can race Superman or chase the Joker, taking the experience to the next level with vehicles inspired by the iconic DC characters. Along with the easy to fly Batman RC Helicopter which can monitor Gotham City from the skies with its LED searchlight, the racers are in-stock now.
01392 281927 | www.tomy.com
Europe’s oldest specialist in agricultural toys and collectibles, Britains Farm Toys has welcomed several new additions to its much-loved brand. From remotecontrolled tractors for younger fans, to limited-edition models to celebrate milestones in the farming industry, Britains continues to innovate for its fans.
2023 is set to be another great year for the brand which will be launching over 20 new products from strong licensors such as John Deere, New Holland, JCB, Case and Valtra.
The Big Farm RC Case Maxxum 150, which launched in autumn/winter 2022, has already proved to be a popular hit for the Big Farm Range. The 1:16 scale tractor features radio controlled forward, reverse, left and right steering, cab lights and realistic sound effects.
In addition to its remote-control ranges, Britains also continues to expand its 1:32 scale die cast and plastic replica model ranges, with several exciting releases scheduled for 2023.
For spring/summer 2023, the brand is set to launch eight new products, including a limited-edition licensed replica loadall with JCB and F1 team, Aston Martin. New Holland will receive a new tractor which includes a brand-new tooled item, T7.300 Blue Power, and John Deere is set to launch a fully detailed and almost full die cast model 8R 410 under its Prestige collection.
The brand is also set to expand its collections later in the year, with a further thirteen launches expected in autumn/winter 2023. These include a new tooled item for John Deere 6R 185, JCB 4220 Fastrac ICON, and a classic heritage tractor range for John Deere and International Harvester.
01628 535 000 | www.spinmastertoys.co.uk
Spin Master has a great selection of action toys on its roster, from top brands such as Monster Jam, Tech Deck and pre-school favourite Paw Patrol.
From monster truck brand, Monster Jam, The Megalodon Truck is the perfect option for those that want to show off awesome tricks to their friends. Fans can take those skills to new heights with the action-packed vehicle playset, Monster Jam El Toro Loco Big Air Challenge. With this 50cm tall set, fans can bring home the high-octane excitement of Monster Jam. The perfect addition to a monster truck collection, the El Toro Loco Big Air Challenge will encourage pretend play and imaginative fun for hours and features an exclusive 1:64 El Toro Loco Monster toy truck, launcher and panel target.
The playset also features more explosive action as, once a car reaches the top of the tower, it will set off a firework display just like at the Monster Jam World Finals XXI event. The jaw dropping Monster Jam stunts can be recreated at home; the handle is pulled to see which truck can go the furthest.
For those who want to show off even more epic skills and stunts, Tech Deck offers authentic 96mm fingerboards styles from real skate companies. Each one features graphics from the biggest skate companies in the world, including Blind, Baker, Primitive, Finesse, Santa Cruz, Plan B, Sk8mafia and Toy Machine. Skaters can recreate their favourite lines and even expand the ‘trickionary’ by checking out online trick tips on techdeck.com.
For children who love imaginative and creative action play, the brand-new Aqua Pups range from pre-school favourite, Paw Patrol, is the perfect option. The full range includes the Whale Patroller, Aqua themed vehicles and the Aqua Hero Pups, featuring the pups in their diving suits, complete with their aquatic friends. New character and Merpup, Coral makes her debut with her Seahorse pal. The Aqua Pups range lets little ones recreate fun-filled underwater rescues from the show. Each product includes authentic true-to-show details and styling, perfect for bringing the underwater fun from the hit TV show to life.
01620 674 778 | sales@simbasmoby.com
Simba Smoby Toys UK has an action-packed line-up of motorised, die cast and RC vehicles to delight all movie buffs and car fanatics.
The company is revving up excitement for 2023’s movie slate, with new lines and licences added across the Jada Toys range. Key to the range is the Toy Fair Hero Toy, Transforming Optimus Prime RC. Its classic retro styling is collector ready and, once taken out of the packaging, it transforms from Truck to Optimus Prime Autobot form. Featuring full function RC, light and sound effects, the RC measures 34cm tall in Autobot mode and can drive in either truck or OP form.
More excitement comes in the form of Jada Toys Pink Slips, a brand-new line that takes inspiration from the likes of the Fast & Furious franchise and the driving game Street Racing Syndicate, where drivers race for the ownership documents of their opponent’s vehicle. Pink Slips promises the most varied style of licensed, collectible die cast vehicles, with a vast selection of unique colours, finishes and styles, in a variety of scales.
Jada Toys Hollywood Anime Rides has been introduced for anime fans. Licensed from popular anime brands such as Street Fighter and One Punch Man, these 1:24 die-cast vehicles each come with a scaled figure and are perfect for devotees of these popular Manga series.
Small in size but big on detail, Majorette is a premium collection of three-inch scale cars boasting opening doors, suspension, transparent front lights and interiors. This autumn/winter will bring the latest wave of Tune-Ups; the surprise reveal range offers collectors seven surprises with each pack, including one secret metal vehicle, body kit plus accessory components, stickers and more.
There’s plenty of action vehicle fun to be enjoyed by younger audiences. Kids can re-create the on-screen action with Dickie’s Toy Story and Disney Cars RC collection. Also new from Dickie is an assortment of four Rescue Patrol Vehicles, which have fun light and sound effects, as well as a marketing-driven range called Street Beatz. For more information about the full brand portfolio, which benefits from full marketing support, please contact the team on the details above.
01253 778888 | www.htigroup.co.uk
A complete solution for the vehicles category, HTI’s Teamsterz continues to grow and is becoming a must-have brand at retail.
Teamsterz Beast Machines vehicles, garages and transporters launched in 2022 and achieved unprecedented success in the first year. To extend the Beast Machines range, Monster Jaws vehicles and play sets have been introduced. The hero product within the range is the distinctive 4” Monster Truck line. Friction powered and with chomping jaws, these unique, die cast, beast-like vehicles have been designed to generate a buzz within the Action Vehicles category.
Teamsterz Monster Jaws combine the monster truck experience with the hype for beasts, at a great price point. They also effortlessly communicate the brand’s ethos - to deliver a highly commercial alternative to the existing product offering - whilst still guaranteeing value and quality. The Monster Jaws Stinger Slam play set complements these innovative vehicles.
HTI is extending its partnership with JCB as both enter their 25th year together. A significant investment in retooling sees the introduction of a variety of innovative new products, including a 10” Dump Truck, a 10” Wheel Loader and a Mega Transporter. New to the My First JCB range is the Take Apart Joey JCB for pre-schoolers. This 16-piece play set with battery operated drill allows children aged 18 months and over to take apart and rebuild this joyful, free-wheeling character.
Also new for pre-school children is Tiny Teamsterz Tumblers, an expansion of the popular Tiny Teamsterz category. These pre-school, freewheeling, rotomoulded cars feature cute characterisation and have a fun, tumble forward function. They’re also soft, lightweight and easy to grasp, making them the perfect playmate for very young car enthusiasts.
The Teamsterz Colour Change category, which includes 3” and unique 4” colourchanging vehicles, launches a new playset: Piranha Power Wash. Kids tip the car into the Teamsterz Colour Change Piranha Power Wash and watch it change colour in the belly of the fish, then slide back the dorsal fin to launch the car out of its sharp jaws. The water chamber can be filled with warm or icy cold water. Colour Change cars are temperature activated, changing colour in warm water and returning to their original colour in cold water.
The fast paced, global Teamsterz brand now boasts 18 categories and enjoys growth of more than 10% year-on-year with additional media investment for 2023 and further innovation for 2024 across all categories.
0141 613 2525 | www.oneforfun.com | sales@oneforfun.com
One for Fun is the distributor for Maisto and Bburago. This relationship enables it to meet all die cast and RC needs, with exclusive access to prestige brands from Ferrari to Ford and from Porsche to Lamborghini. This is the unique appeal for retailers of the Maisto and Bburago brands; exclusive access to all the Formula One vehicles as they become available to license. Ferrari, Red Bull Mercedes and McLaren are all only available from One for Fun as the UK distributor.
This year, the star of the show and first past the chequered flag is the highly detailed model of the RB18 car driven by Max Verstappen in 2022. This 1:43 scale die cast replica perfectly recreates the distinctive shape of the F1 car, capturing every aerodynamic curve and line as seen on the real vehicle. The level of detail includes authentic sponsor and race decals perfectly recreated. Attention to detail is integral to the Maisto brand, a feature that is popular with collectors.
For rougher terrain, the ‘Brocky’ Ultra4 Ford Bronco proves that obstacles are no problem. Uphill, downhill, stones, mud, gravel roads and potholes do nothing to stop this truck, which has bright roof headlights lighting the way. The Bronco has an easy-to-use remote control, a frequency of 2.4GHz and a range of approximately 35m. The 33cm long vehicle with a speed of approximately 11.5km/h can be operated easily by drivers from eight years of age, with batteries and a USB cable included.
New for 2023 are more farm vehicles and extensions to the existing ranges. Farm vehicles continue to grow in popularity and are one of the bestselling sectors in the range. Maisto and Bburago continue to have the most sought-after brands with new, Mini working machine Farm Sets and Super Farm Sets featuring Massey Ferguson and Fendt tractors and accessories. Other new tractor additions include the Valtra N174, a New Holland and a Massey Ferguson - all with a snow plough - as well as a new Valtra with logs and loader. Packs containing four Mini working machines, with all the popular tractor brands, are attractively priced in keeping with the entire Maisto range. Other new additions include the Municipal Vehicle range including an ambulance with stretcher, a fire engine with turntable ladder, a snowplough, a truck with a cherry picker and a truck with a hook lift and crane.
The website has information on the complete range of products or the sales team can be contacted on the details listed.
01293 222 500 | www.magicboxint.com | sales@magicbox-toys.co.uk
Magicbox is a driving force in collectible cars, with new themes and larger vehicles for T-Racers this year.
The T-Racers collection of mix and race vehicles and drivers shifts up a gear, with three new themes to discover across the year, as well as brand-new larger vehicles. Fresh for spring is the Glow Race Series, which will be closely followed by the Color Rush and Light Speed Series in autumn/winter. Each new series brings with it eight new cars and racers to collect, unlocking more than 500 combinations and possibilities.
A key chase item in the Color Rush series will be the ultra-rare character Tagmalion; this T-Racer changes colour when submerged in warm water. In the Light Speed series, the ultra-rare Infinity Racing T-Racer will be the centrepiece of any collection, with its futuristic gold features and gold fleck panelling. Adding to the excitement of three brand-new themes are the larger vehicle additions; Power Trucks and Mega Wheels, which launch for spring/summer. The Power Trucks Turbo Digger and Mega Striker vehicles come with an exclusive T-Racer vehicle and driver that can be snapped onto the monster wheels chassis. The chassis is compatible with any T-Racer, enabling all T-Racers to become Power Trucks.
T-Racers Mega Wheels T-Shark and T-Rex sets provide two-in-one fun, as each comes with exclusive vehicle and driver, housed in a chunkywheeled launcher. These vehicles are ready to roll, with a driver at the wheel. At a touch of a button, kids can fire their T-Racer from the mouth of their Mega Wheels.
As with all new series, Magicbox’s commitment to deliver means high-impact marketing throughout the year. For more information, contact the team as listed above.
00 353 67 63800
info@alpha-toys.co.uk (UK) info@banaghans.ie (Ireland)
Siku is a quality German range of die cast vehicles covering many categories from farm and construction to emergency services and recreational.
While traditionally best known for its 1:32 models, particularly in the farm category, there is now tremendous interest in the Siku pocket money blister models range, which offers an array of models and lots of new launches; a staple range at affordable prices. A wide range of vehicles are covered – cars, trucks, planes, trains, buses, diggers and tractors - with licences ranging from Bugatti, Lamborghini, Porsche, Bentley, Range Rover and Jaguar in cars; New Holland, John Deere, Massey Ferguson and Fendt in Tractors to construction favourites such as JCB, Liebherr and Volvo.
Siku die-cast models are available across all categories in three scales – 1:87, 1:50 and 1:32 so whether customers are looking for a pocket money pick up or to spend a little more on a gift, there is something for everyone. The optimal way of displaying the Siku blister range is on a robust Siku branded spinner stand, which comes in different sizes, and the team can recommend the best solution for each retailer.
New lines in Siku Blister range will be released in two phases during the year with some new items not seen before in the blister range including Gift Set combinations for extra play value. Also featuring will be new models in the 1:87 and 1:50 scale ranges with particular focus on DHL vehicles.
In the 1:32 farm category, two new tractors will be released – a John Deere and a Fendt, plus a new attachment. Some items in the Siku Control range which were originally planned for 2022 will also be available this year for the ‘serious collectors’.
07966
With the launch of its new licensing programme and partnership with M-Sport, Nikko Toys is off to a strong start in the year that sees it celebrate the 65th anniversary since the founding of Nikko RC. 2023 will see Nikko Toys launching a raft of new products across all its brands and ranges, driven heavily by marketing activity in the second half that will highlight the company’s milestone year and new lines.
With three new assortments under the M-Sport licence and three new items across its pre-school, all-terrain and OPP lines, Nikko RC is charged up for its anniversary. M-Sport’s Ford Puma Hybrid Rally 1 will be available in three different scales and price points, from a 1:20 scale full function racer with working lights to a 1:16 scale with changeable gravel and tarmac tyres. Topping out the range, the 1:14 scale features elite performance and hobby grade parts to appeal to fans and aspiring racers around the world.
From the My First Nikko RC Fire Truck to the Nikko all-terrain, splash proof, dust proof Dino Truck, Nikko is bringing newness to each area of the RC category.
The Road Rippers brand will unveil new action-packed assortments. Kids can find out ‘What's in the Trunk?’ with the latest addition to Snap 'N Play from Road Rippers. Each What's in the Trunk? box includes a 6" Car or Truck and 11 custom parts; kids open the trunk to see what’s inside and collect all the interchangeable accessories to bring the play system to life.
Spinout Racers brings retail shelves to life with its ‘try-me’ action. Kids press the button to see this speedster take off down the line and watch as it lifts and does a real power drift. These racers include motorised actions, cool lights, and rocking music and sound effects.
With Electro-Rod, kids can electrify their ride. Pressing the buttons on this motorised racer will see it power up and speed off down the track. Music and sound effects are coupled with an awesome light show to create a motorised e-racer that will have kids buzzing.
Nikko Toys’ newest addition to the action vehicles aisle is Machine Maker Monster Force Trucks. Whether kids are playing with the TriceraTrax, Shark Attack! or the mighty Rex, the Machine Maker range offers plenty of ways to play: build it, take it apart, put it back together and mix & match the parts. Each set is interchangeable with every other item within the Machine Maker universe. From monster trucks and city service vehicles to farm trucks, construction vehicles and the out-of-this-world Mission to Mars set, Machine Maker provides STEM-based play at its very best.
020 8643 0320 | www.flairplc.co.uk | sales@flairplc.co.uk
Autumn/winter 23 will see the super-popular Sky Viper Force ‘toy’ drone brand descend on the UK as it launches with Flair GP’s significant marketing and PR support. Be it a zippy little drone perfect for those with no flying experience or a more advanced drone with clever functions, this range has something to offer everyone. An ideal entry point into the range, The Force Gesture Controlled Drone gives kids a whole new way to experience Sky Viper Force. The drone flies itself with just the wave of a hand, meaning users do not need to have any experience in flying drones. It is also crash proof and has been designed to avoid obstacles.
Kids seeking a more sophisticated drone with built-in GPS, as well stream and record HD Video functions, will enjoy the Journey Pro Video Drone, while those with a real need for speed will be impressed by the Vector Performance Stunt Jet. This super-fast performance plane flies at speeds of over 40mph, comes with built-in stabilisation for easy control, and performs stunts at the touch of a button. If something goes wrong mid-performance, the virtually indestructible foam body will save it from disaster.
Flair’s 18” RC shark Mega Chomp can travel easily on land, moving his multi-segmented articulated tail and chomping his jaws in a way that makes it look like he is swimming half-
0118 925 3270 | www.basicfun.com | Tim.Ives@basicfun.com
Basic Fun!’s Tonka tough construction vehicles are perfect for little action vehicle fans. This classic vehicle brand delivers fun, durability and creativity and offers an impressive fleet of vehicles of all shapes and sizes for 2023.
The three-inch tall Tonka Monster Metal Movers will dominate any construction zone; they combine Tonka Tough styling with robust monster truck designs. The Tonka Monster Metal Movers are the only monster construction collection in the die cast aisle, and this spring there are brand new trucks for fans to collect; the new Monster Truck 4x4 and the Monster Bucket Truck.
The Tonka Steel Classics Fire Rescue Truck joins the range for spring. Like all Steel Classics vehicles in the range, it places kids at the centre of the action for plenty of immersive fun. The fire truck has been built to withstand the toughest of Tonka play; the cab and back of the truck top are made with cold rolled steel. It comes with a removable ladder and a fold-down back door, with storage and is ideal to role play lots of rescue adventures. There’s more to come later in the year, with the Farm Truck, Farm Tractor and Car Carrier all set to join the Steel Classics collection this autumn/winter. For more information about the Basic Fun’s Tonka portfolio, which benefits from major PR and marketing support, contact Tim Ives on the details above.
01753 495 000 | www.Lego.com
The Lego Group has announced two new additions to its popular Technic range; Lego Nascar Next Gen Chevrolet Camaro ZL1 and Lego 2022 Ford GT are both available from 1st March 2023.
The Lego Technic 2022 Ford GT is a supercar designed to quicken pulses on and off the track. Adult supercar fans can feel what is like to be a Ford designer with this 1466-piece Lego build, assembling a rear-wheel drive with differential, working V6 engine, independent suspension on all wheels, front-axle steering, opening doors, headlight details, working spoiler wing and opening hood. Once complete the model recreates the authentic detail of the 2022 Ford GT.
Kids aged 9+ can take their love for motorsport to a whole new level with the Lego Technic Nascar Next Gen Chevrolet Camaro ZL1, and the challenge of building this 672-piece authentic next gen Nascar will offer children new skills. Perfect for Nascar fans, Lego builders can explore the car’s realistic features such as steering, opening hood and V8 engine with moving pistons.
The Lego Group is also releasing a new addition to the Speed Champions range; the Lego Porsche 963 will be available from March. This 280-piece mini replica of the Porsche 963 Le Mans Daytona Hybrid is perfect for budding carcollectors aged nine plus. The iconic race car includes authentic details from the original model including the red, black and white livery inspired by the 1980s Porsche racing cars, prominent wheel arches, low hood, cockpit, rear wing and fin on the back. The set comes with a driver minifigure to pop in the cockpit and stage exciting races on the track.
+ 852 2312 0610 | www.msztoys.com | sales09@caipotoys.com
Chengzhen, a Hong Kong based toy company, has successfully created a unique product range of licensed die cast vehicles, made from top-quality, heavy metal under its own MSZ (Metal Speed Zone) brand.
The best-selling series are the 1/32 scale, which incorporates interactive sound and lights, and the 4.5" (1/43) open door series with a pullback mechanism for around 80 different cars. The metal die cast cars are meticulously crafted and boast a variety of well-known manufacturer's licences. They are ideal for everyday playtime, collecting or gifting.
The 1/64 series will be expanded in 2023. More than 12 models are slated to be launched, such as the Lamborghini Aventador SVJ, BMW Z4 M40i and Nissan GT-R. The line expansion will be launched in phases moving forward, with even more high-profile models being added. They will come in different versions, from the basic version with free wheels and working suspension, to the more sophisticated version which has a heavy metal die cast chassis in addition to the original basic features. The latter are expected to become valuable collectors’ items for both children and die cast enthusiasts.
As governments around the world continue to tighten regulations on vehicle emissions, electric EV vehicles are becoming an important trend in the future development of automobiles. In line with the development of real-life vehicles, Chengzhen is planning to launch a series of electric toy cars.
All the EV vehicles are Battery Electric Vehicles or Plug-in Hybrid Electric Vehicles with sound effects that imitate the sound of electric EV vehicles, which is very different from the sound of petrol engines. This innovative range provides additional play features and can enhance children's awareness of environmental protection. The Volvo XC 40 Recharge and Audi RS e-Tron GT will be available in the first quarter of 2023, and more EV cars will be launching later in the year.
Chengzhen is also extending its Motorcycle/ Superbike vehicle line under well-known brands BMW, Yamaha, Suzuki and Kawasaki. Currently, there are 1:12 and 1:18 scale models featuring sports, races and rescues. All have authentic features such as real shock-absorbers and suspension wheels and have been designed to capture the collector's interest.
Contact Sam Chung on the details above or Peter Lewis at barter@ barterhk.com for sales support.
00353 67 63800 | www.bruder.de
Bruder’s new model MAN TGA Low Loader is a faithful representation of the real vehicle, which is traditionally used to perform heavy transport tasks such as moving large construction machines from construction site to construction site. In Bruder’s Construction theme world, the MAN TGA Low Loader transports a Manitou MT633 to its next deployment location.
Suitable for both indoor and outdoor play, this impressive red and black 1:16 scale vehicle has been designed with all the most familiar features of the MAN Low Loader, such as a fully-functional turntable semitrailer coupling, foldable supports and movable access ramps. The supplied steerable telescopic loader has an extendable and height adjustable telescopic arm as well as a detachable shovel. The driver’s cabin can be tilted and the outside mirrors folded for easier manoeuvrability.
Also joining the range this year is the MAN TGS Truck with Roll-Off-Container and Schäffer Compact Loader. Like the MAN TGA Low Loader, the TGS Truck the perfect allround vehicle for construction sites, long-haul deployment and local distribution of building materials. The two-tone cab on Bruder’s ‘just like the real thing’ model features doors that can be opened to provide access to any bworld figure. The transport container has two swivelling hinged doors at the end and can be lowered and picked up again at the rear using the gripper arm.
When the container stands on the floor and the doors are open, smaller Bruder vehicles can drive into the container ready for transportation by the lorry. This handy mode of transport is often used on real construction sites, giving young builders the ability to accurately recreate real-world behaviours at home or in the garden. The cab windows are made from transparent, shatter-proof plastic for tough play, and the mirrors fold down.
Bringing subjects to life is key when it comes to learning, and this is the driving force behind many toy companies coming up with new products to help children discover more about the world we live in.
Clementoni says this is why the brand has started to introduce the concept of ‘worlds’ to its kits, so children can immerse themselves fully into the environment of the product. This July, the company will launch a completely new platform – The History of Life on Earth – which recently won a prestigious Spielwarenmesse 2023 Toy Award under the School Kids (6-10 years) category. A first for Clementoni, the science product incorporates hands-on science experiments and the digital experience of Augmented, Virtual and Mixed Reality in the same box, to give children the ultimate immersive and interactive experience while having fun.
“We are able to really bring worlds to life and allow children to not only have the physical experience of creating, growing and experimenting, but also to enable them to fully explore the concept through fully loaded interactive content,” says Paul Fogarty, country manager UK & Ireland for Clementoni.
“With The History of Life on Earth, we are delving deeper into education and insight, yet providing kids with rich content for their entertainment.”
Children are naturally inquisitive and keen to find out more about the world they live in, how things work and how things grow. The best way to teach them, he says, it to combine learning with fun, so it is important to tap into this curiosity as early as possible and build a positive approach to science. Early years settings, Paul adds, introduce the fundamentals of science, and this can help nurture natural curiosity as children progress through childhood.
Clementoni’s range includes chemistry and experimentation kits targeted at progressive age groups from age five, with increasing complexity as the age grade rises. The introduction of the ‘worlds’ to its products takes its offering to another level of discovery. Last year, its Mars Exploration product, in collaboration with NASA, was extremely popular, allowing children to build a space station, and this year Clementoni will introduce a complete Dino World where children can create volcanoes, lakes and Jurassic landscapes.
Another company seeing great success in products which spark curiosity is Brainstorm Toys, with the brand continuing to grow year on year as it develops its many evergreen product ranges. Marketing manager Debra Tiffany explains that most of the company’s Science & Nature items are aimed at 3-8-year-olds who are increasingly learning more about the planet with the environment high on the agenda at school.
Debra believes a large percentage of consumer purchases in this sector are parent/grandparent driven. “They trust that our brands can help develop interest in the planet and beyond,” she explains.
One of Brainstorm’s biggest sellers is its Eugy range: an eco-friendly craft collectible that allows children to create their own 3D models using environmentally friendly, biodegradable card, each printed with natural eco-friendly inks. It also provides an educational element as children also learn funs facts about the animals as they complete the projects. “At London Toy Fair, we had customers thanking us for convincing them to range Eugy in 2022,” enthuses Debra. “It is flying, with new models released alongside almost every production.”
As the Science & Nature category continues to evolve, Sam Giltrow discovers how toy technology is immersing children in a world full of discovery and experiments.
Other successes include My Very Own Moon, My Very Own Solar System and a range of Planetariums and Projectors, which also double up as room décor. “What happens beyond our planet continues to fascinate children and parents alike,” comments Debra. As with Clementoni’s desire to really engage children and make toys more immersive, many of Brainstorm’s products come with a secret code that allows kids to unlock complementary, educational facts and fun activities from its website.
She adds that many parents are keen to reduce screentime and get kids outside, so any toy that can engage them in nature and outdoors is a welcome addition to the play environment. With this in mind, Brainstorm’s Our Outdoor Adventure range is full of handy products that parents can pack up for a day out or even for just a walk around the block; its new Nature Explorer gives children plenty of animals and environmental features to spot and identify, from animal footprints and wildflowers to clouds and constellations.
Learning Resources has also designed products to capture the curiosity of children from an early age. Commercial director Simon Tomlinson tells Toy World: “We’ve seen that families are introducing STEM learning at a younger age now and are looking for fun and exciting ways to make science learning appealing and accessible for little ones.”
To meet this demand, the company has built on the success of its best-selling Primary Science Lab Set with four new sets in the range including a new colour option for the Primary Science Lab Set and a Deluxe Lab Set, with which kids can set up their own laboratories. Later this year, it will also launch two new themed Pre-school Lab Sets: Fizzy Volcano and Rainbow Reactions, combining imaginative play with science learning. An existing range of science
lab equipment for primary school ages is still fun, but more recognisable as the equipment seen in a real laboratory.
“Learning Resources has always been an innovator in the science toy category, particularly with our early years range,” explains Simon. “During the pandemic, when families were spending more time at home playing and learning, they discovered just how much fun hands-on science learning together can be.” During the recent lockdowns, Learning Resources offered free home learning printables on its website which Simon says became a drawcard for parents and teachers. “This added value material is still one of the most effective ways for customers to discover us – and keep coming back.”
“Science and nature toys remain popular because children are naturally curious and full of questions about the world around them,” comments Simon. “A good educational toy is one where children have so much fun playing that they don’t realise they’re learning.”
“Parents are looking for kits that can get their kids away from screens and exploring the outdoors for adventures, whether it’s on long walks or just looking at the miniature world just outside the front door,” adds Justin Clasby, director International Marketing at Playmonster UK. The company’s My Living World range has become a staple brand in the UK, with over 20 years of heritage, and still continues to sell great volumes every year.
“My Living World allows children and parents to observe the world up close indoors and outdoors, “ explains Justin. “The Science and Nature category will always continue to be of great importance to teach children about the world around them in a fun, educational way. My Living World will continue
to provide great value sets to aid their curiosity and learn about their world with accompanying fact guides written by Naturalist Nick Baker.”
As more parents helped their children learn through home-schooling during the pandemic, My Living World performed exceptionally well, with strong sales delivered across Ant World, Worm World and the Bug Safari kit. “Parents and grandparents have always been looking for nature kits that are educational and, most importantly, fun,” he tells Toy World. “My Living World continues to engage with parents online and reach children in classrooms nationally via our schools’ campaign.”
To extend its Science and Nature offering, PlayMonster is introducing WWF Wild Scenes to its Grow & Play Category; the company’s first fully sustainable product manufactured from 100% recycled materials with FSC packaging. “Wild Scenes will help teach children how to grow their own habitat for their animals, whilst playing and learning about conservation,” explains Justin. “The sets provide a rewarding experience with carefully selected edible plants that children can use in various recipes, along with a Fact Guide to learn about the fascinating animals.”
PlayMonster’s new Ann Williams Craft-astic range also helps to bring creative play and the magic of nature together. Within the range is the award-winning Scavenger Hunt Potions Kit, which encourages children to explore outside, gathering materials from the environment to create seven different potions, whether they want to make a Sunshine Potion or a Bird Song Potion.
To read more about range, along with many other new offerings across the Science & Nature category, see our special feature on the following pages.
01422 413 674 | www.mojofun.co.uk | james@mojofun.co.uk | jack@mojofun.co.uk
Mojo Fun designs its models to be naturalistic, anatomically correct and eye catching, making them a perfect learning tool for children. The aesthetic beauty of its wildlife models attracts attention and when studied closer, they demonstrate a scientifically true view of the animal.
The 2023 Giant Anteater model raises intrigue and a few questions with its unusual shape and way of eating, while Mojo Fun’s prehistoric figures help to nurture an intrigue in things that once were. New for 2023 is the Woolly Rhino model.
Having models as accurate as possible is critical to Mojo Fun’s ethos. It has redesigned and developed new Whale Shark, Octopus, Badger and Sheep Family models this year, giving them more precise features, textures and patterns. It has also introduced a Green Anaconda model that is bound to popular, and joining these new models are an Orangutan, Aardvark and Toucan.
Mojo Fun has also developed new Animal Starter Sets to establish a solid collection from the get-go, with three Prehistoric starter sets, two Wildlife and two Farmyard sets. To accompany these sets, new accessory sets include a Horse Stable, Farm Pen, Western Ranch and more. Blinds bags will be available from April, bringing new excitement to adding to collections, with the chance to receive a unique model in a certain number of bags.
The end of March 2023 will see the introduction of this year’s consumer booklets as a great marketing tool for retail stores. Taking the shelves with them, so to speak, fosters the customer’s interest in the models and Mojo Fun has found people come back asking for specific models from the booklets.
In addition to the LED, cardboard and wooden display units, the company has designed and implement a new, metal 1m stand for stores looking for sleek and stylish new POS. With simple construction and handy slotting dividers, this is a simple, elegant and effective display for the models. To maximise sales floor space, a double-sided version is available, giving the customer a 360-degree view of the animals. Mojo Fun’s new branding and corporate colours will enhance established display units, with an eye-catching orange that draws the customer in for a closer look.
020 8324 6160 | www.bandai.co.uk
sales@bandai.co.uk
2023 sees Bandai UK continue its long-term licensed partnership with global science brand National Geographic. The company has unveiled plans for new product launches and marketing activities to support its range of new National Geographic kits.
Each of Bandai’s National Geographic sets offers children aged 8+ the opportunity to engage and experiment with real-life specimens while learning through hands-on edutainment. With a commitment to give back 27% of all licensing proceeds to the National Geographic Trust, Bandai is committed to supporting work within the areas of Science, Exploration, Conservation and Education.
New product launches have been devised to keep the range fresh and exciting and include a comprehensive collection of Dig, Large, Experiment, Crystal, Sand and learning-based Hobby kits such as the Rock Tumbler and the new Magnetic Marble Run. Included within Bandai’s collection is bestselling science kit National Geographic’s Build Your Own Volcano. The range’s eco-friendly and impactful packaging clearly displays kit contents for immediate and informed consumer consideration. New kits will be introduced for AW23, further increasing the range and play patterns.
The Original Sea Monkeys remains an evergreen staple within Bandai UK’s STEM/science & nature offering. Igniting a passion for, and an interest in, nature and the planet, children get to hatch, grow and nurture their very own ‘pets’ in the form of minuscule hybrid brine shrimp. Encouraging responsibility for other living organisms, the Sea Monkeys bring a taste of the ocean directly into the home. With year-round gifting appeal and a strong, proven sales performance, each of the themed tanks includes everything needed to hatch and grow Sea Monkeys. The new impulse and treat purchase – Mystery Eggs Refill – offers an entry price point that allows children to start their Sea Monkeys journey or add to their existing aquariums.
Both the National Geographic and Sea Monkeys brands will be supported with full marketing campaigns, including TV, digital, social and kids-focused media.
0118 925 3270 | www.basicfun.com
K’Nex from Basic Fun! is all about ‘thinking outside the blocks’ and readily supports learning at all stages of development, whilst helping to teach STEM-based concepts wrapped up in fun themes. The collection offers projects for all to enjoy, which always build bigger than the box.
Each K’Nex Classics set comes with a clear, colour-coded instruction manual to build multiple models allowing kids to build from their imaginations or follow a design, with additional features such as movement and motors.
For spring 2023, K’Nex Classics includes a brand new sub-£15 set: Cyborg Creatures. This set has everything to build 15 biomechatronic creatures with futuristic blue pipes and grey colourway. From autumn/winter 2023, kids can also build the ultimate prehistoric beast, K’Nexosaurus Rex, with the K’Nexosaurus set. The model is motorised for a stomping movement, with swinging head and tail. The set builds a second Megasaurus model, too, offering great play value and value for money.
In Q3, children can take on larger projects and experience engineering and physics in action with the all-new K’Nex 3 in 1 Marble Run with Motor set. Basic Fun! has leant into its 30-year history of chain reaction machines to create the buildable marble run that will foster curiosity and creativity with three build options to cater for three levels of complexity, from beginner up to K’Nexpert.
K’Nex benefits from targeted digital advertising and YouTube pre-roll.
01553 762 276 | www.learningresources.co.uk sales@learning-resources.co.uk
Learning Resources’ sustainable and nature-themed maths activity sets help children love to learn about the world they live in. They can enjoy using the high-quality, tactile pieces and counters – all made from 100% post-consumer recycled plastic – to carry out each set’s teacher-developed maths learning activities.
Both the new Tactile Turtles and Sensory Leaves Maths Activity Sets have colourful counters and fun tactile features that little hands will enjoy holding and playing with as they work through the activities on the included Activity Cards.
Pattern blocks are a childhood puzzle classic, and Learning Resources has given them a fresh new look with three Pattern Block Puzzle Sets where children use the textured blocks to complete the sustainabilitythemed, geometric puzzles on the included Activity Cards. There are three options to choose from: Recycling & Conservation; Seasons & Weather and Animals & Insects, each fostering interest in the respective topic.
All the outer packaging for these five sets, as well as the included Activity Cards and Activity Guides are made from FSC-certified sources. The sets have no single-use plastic packaging and use paper instead. This eye-catching selection offers trade customers a fun, unified collection of nature-themed educational activity sets which will appeal to consumers looking for eco-friendly toys.
Loose parts play continues to be a trend, and Learning Resources’ new Sensory Activity Kits have all the reusable creative play resources little hands need to play, create, learn and have fun. The range comprises Into the Garden, Wonders of Space, and Counting & Sorting Activity Kits where the pieces store inside their reusable wooden storage boxes with slide-out lids. Children can add their own collectible treasures to personalise their kits and link their set’s learning concepts to the world around them.
Learning Resources will support the range throughout the year with an ongoing awareness campaign that shows audiences how they help children learn about our world and build skills through fun, tactile play and activities. Audiences will see digital advertising, engaging social media posts and influencer collaborations, and read about them in the press and on Learning Resources’ marketing emails.
Marketing assets are available for trade customers to download from the company’s online Marketing Resource Centre portal.
01200 445 113 | www.brainstormltd.co.uk
Brainstorm’s brand new Thumbler is an addictive, pocket-sized spinning top that transforms into a multi-coloured light show when swirled. Invented by an astrophysicist, this unique fidget toy is great for adults too. The symmetrical spinning top is encased in a special enclosure that allows it to spin faster and for longer and comes with its own stand and in ‘try me’ packaging. As with many Brainstorm Toys, the Thumbler comes with detailed scientific information about the physics behind each spin on the Brainstorm website.
Space themed toys are a hugely popular category for Brainstorm and 2023 will see the launch of My Very Own Solar System Suncatcher which is perfect for creative children who love to learn about space. The set comes with eight planets, translucent paint and a glow in the dark pen. Ideal as a room decoration, the Suncatcher shimmers in sunlight and gently glows at night, and kids can use the planets to create a hanging mobile to hang on windows or mirrors.
The Outdoor Adventure collection continues to grow with the addition of the Outdoor Adventure Nature Explorer. The product comes with five double-sided, full colour cards that can be slotted into the Nature Explorer. The cards include different photo-real images and feature themes including clouds, animal tracks, birds, flowers, bugs and trees as well as a glow-in-thedark constellation spotter. Children can use the Nature Explorer to match the various images on the cards in the real world. The chunky handled Nature Explorer also comes with a secret compartment to store natural treasures children collect on their adventures such as acorns, leaves or stones.
My First Magnet Kit is a great STEM kit for early learners. The colourful 20-piece set helps children explore magnetism, discovering facts about magnetic fields, force and attraction in a fun way with lots of experiments to try including making a magnet float, bounce and jump. As well as a selection of magnets, the set also comes with a secret code to unlock 10 online experiments as well as a colourful leaflet with magnet facts.
The Original Glowstars Company is an iconic brand that Brainstorm has developed to include a huge selection of glow in the dark products which can be used to decorate walls and ceilings. New for 2023 is the Glow Stars and Sea Creatures set which includes 35 glow-in-the-dark stars and eight colourful glow ocean animals such as sea otter, caral jellyfish and great white shark.
Brainstorm is celebrating distributing Aqua Dragons for 10 years in the UK and Ireland this year. This popular range allows children to experience looking after a first pet as well as teaching them about life cycles. The Aqua Dragons Underwater World Set includes eggs, food, and a tank so children can grow and nurture their Aqua Dragons while learning all about them.
01628 488 944 | www.playmonster.co.uk | trade@playmonster.com
PlayMonster UK’s science & nature portfolio has gone from strength to strength with many new launches for 2023.
The Craft-tastic Nature Collection will be introduced to the UK for spring 2023. Winner of the Toy of the Year (TOTY) Award 2022 in the Specialty Toy category for Crafttastic Nature: Scavenger Hunt Potions, the popular activity range encourages children to explore the outdoors and craft with the beauty and magic of nature. The range also includes a Bug Hotel, Butterfly House, Toad Abode and Scavenger Hunt Journal.
The new WWF Wild Scenes Grow & Play range is created in collaboration with WWF, the global independent conservation organisation. The Wild Scenes Grow & Play range is made with 100% recycled materials, 100% recyclable packaging and contains no single-use plastic. The new PlayMonster range identifies with WWF’s mission to create a world where people and wildlife thrive together, by living sustainably within the means of the planet. There are four to collect: Tigers’ Hideout, Orangutans’ Treetop Adventure, Pandas’ Bamboo Forest and Elephants’ Watering Hole. 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.
PlayMonster is introducing new play sets to the magical My Fairy Garden range that encourages children to interact with nature and develop a love and care for the environment through open ended, imaginative play. Moonlight Tower is Luna the Shadow Fairy’s home, and both the Tower and the accessories glow in the dark. The set includes a detachable telescope and working magnifier, while the Twilight Treehouse has light-up features including a removable lantern that illuminates Fairy Rae’s treehouse home. Both are available AW23.
The popular My Living World nature play sets are being relaunched this year using recycled plastics. They have a huge appeal to families looking for affordable, educational play ideas to entertain kids at home, in the garden or the park. The award-winning range is designed by nature experts and championed by leading naturalist and popular TV presenter Nick Baker. My Living World supports National Curriculum KS1 and KS2, and sets available include Ant World, Worm World, Bug Safari Kit, Bug Photography Kit, Ladybird World, Snail World, Pocket Microscope, Flower Press and Window Bird Feeder.
www.toyway.co.uk | sales@toyway.co.uk
PepPlay offers a range of craft products to help children learn about science and nature. The How to Draw Insects book is a fun and educational drawing book that gives step by step instructions on how to draw 20 insects, with each page also including fascinating facts about the subjects.
The Space Explorers Sticker puzzles are ideal for encouraging independent, exploratory play. Each scene card features designs that are divided into spaces, each with a number that corresponds to a sticker. Kids simply find the sticker, peel it and place it in the right space to make a beautiful scene. The stickers are repositionable, so that they can be replaced in the event of an error.
The Ocean Velvet cards contains five cards that feature Ocean scenes. The black velvet contours make it easy for young artists to stay inside the lines and can make bright colours really pop. Once finished, the pictures can be framed and used as eye-catching kids room décor.
Origami Art – Animal Kingdom contains 24 beautifully coloured Origami papers printed on both sides, four sticker sheets, an origami board and a step-by-step instruction book. Kids can make each animal four times using the two printed sheets and have the option of decorating their creations using the stickers provided.
This new range of children’s arts and crafts products is suitable for ages 3-10 and features colourful designs to appeal to both children and parents alike. PepPlay is a premium eco-conscious brand, with many of the products designed to be reusable and recyclable. All of the products are non-toxic and conform to CE and ASTM standards. Any of the products can be created to own designs, subject to MOQs.
0800 731 0578 | www.MelissaAndDoug.com
Wooden toy brand Melissa & Doug inspires children to explore the great outdoors with its Let’s Explore range, encouraging them to connect with the natural world through imaginative play.
With summer just around the corner, the Let’s Explore Hiking Set comes with everything needed to turn a walk in the park into an exciting hiking adventure. The essentials include binoculars to identify wildlife and play suncream so children can ‘protect’ themselves against the sun. All the pieces can be packed into the kidsized backpack ready to take out as they explore.
The Let’s Explore Fishing Play Set promotes education through play with an illustrated fishing guide which outlines the basics of fishing and fun games to create longer-lasting play. Once playtime is over, everything can be neatly stored away in the tackle box for quick and easy clean-up.
Following a successful launch last year, the Flower Gardening Play Set has been designed to bring gardening from the outdoors to inside the home. It will have children pretend ‘planting’ and ‘growing’ two types of flowers, using a water spray. They can watch the flowers bloom and change colour right before their eyes.
07827 880 159 | www.creativekids.com | Grant@creativekids.com
The Interactive Human Body is part of the Science to the Max range from Creative Kids and helps children discover and learn the secrets of the human body. The 14” tall posable and fully articulated model comes with removable organs and muscles to teach kids the secrets behind the incredible human machine. The hard, plastic skeleton features stretchy arm and leg muscles plus removable squishy organs, is mounted on a transparent stand and comes with an instruction manual. The skeleton is made up of 19 pieces including 10 organs and 25 different muscles. The Interactive Human Body also comes with three double sided A3 poster activity cards to aid learning.
The innovative Science to the Max Egg-Cellent Experiment set is a great value six pack of egg-shaped Science experiments encased in a fun egg box. Kids crack open the egg to reveal two different science experiments; some even come complete with a bonus experiment. There are lots of things to learn within different areas of chemistry as children create fake snow, crystals, water gel and more.
The Big Bag of Backyard Science Kits for Kids is ideal for inquisitive minds who love to learn about the world around them. The kit includes over 50 activities for children to complete while exploring physics, chemistry, astronomy, biology, botany, entomology and ornithology. The set features everything kids need to embark upon their adventure of discovery: a realistic microscope, magnifying glass, pipette, collection jars and more. Each activity encourages children to get outside and away from screens as they discover how their back garden can become their very own science lab.
07484 543 387 | www.buildyourownkits.com
Build Your Own’s award-winning Microscope is the perfect kit to encourage children to get outside and explore their surroundings.
The microscope is easy to assemble using slot together techniques with no glue, no mess and no fuss and everything needed is provided in the kit – kids simply follow the instructions: press out the pre-cut parts, then add the lenses and mirror to build their fully functioning microscope.
The microscope is ideal for examining garden minibeasts, leaves, feathers and more with its 30x magnification. Kids who want to take it out and about with them can simply remove the microscope lens tube and place it in the detachable, handheld adaptor for on-the-go exploring.
For bird watching and other outdoor adventures, the Build Your Own STEM-inspired Binoculars are lightweight and ergonomically designed. These robust cardboard binoculars will encourage the whole family to explore. The 6x magnification means they are perfect for bird watching, nature walks, observing wildlife and more. With a central focus slider and eyepiece focusing for finer adjustments, the image quality is clean and sharp.
Build Your Own’s innovative Periscope leys kids look over garden walls or peep around corners without being seen, or check out wildlife or discover hard to reach places. Lightweight and ergonomically designed with a wide viewing area and extendable telescopic tube, the Periscope features easy-grip handles and two high-quality mirrors which ensure a bright, sharp image. It also comes with a safety cap to protect the mirrors.
Build Your Own’s award-winning Paper Plane Launcher will inspire and engage active young imaginations. The 47-piece kit contains everything needed to slot together and build. Kids simply follow the detailed instructions, press out the pre-cut parts, attach the elastic bands and they are ready to fly their planes. There are 10 different fold ‘n’ fly paper planes and kids can see how their performance can be affected by combining the integrated power scale and changes to the plane’s flight dynamics, seeing which one will fly the furthest or how adjusting the wings changes how it flies or loops.
Build Your Own’s range of STEM-inspired kits is made from sustainable cardboard and paper, so the kits are not only fun and engaging to play with, but also eco-friendly. Suitable for children 8 years+, they can be enjoyed as a whole family experience.
01295 768 078 | www.trendsuk.co.uk | salesadmin@trendsuk.co.uk
Trends UK’s Science Mad range provides fun learning with cool experiments and STEM themed projects. Including scientific equipment with real working features, the line-up is supported with a very strong brand presence at retail offering chemistry sets, crystal growing kits, telescopes, microscopes, a digital metal detector, walkie talkies, electronics and more.
The Science Mad Planetarium Star Globe is the latest addition to the popular range. Children are able to learn about the different stars and constellations in the night sky with this rotating, projecting planetarium. They can turn out the lights and watch the magical light show of stars and how they move across the galaxy. The globe displays the patterns that the stars make with the names of these constellations clearly shown: Orion, Ursa Major (Big Bear), Pegasus (winged horse) and more.
Also from Trends UK is the Machine Works Kit range, with which kids can create models of working engines with realistic sound effects and illuminated spark plugs. Complete with all the tools needed and its very own Haynes style manual, the sets reveal how engines work. The best-selling Machine Works engine kit range now comprises six engine sets, offering insights into a variety of motor functions and engineering skills. The V8 and 4-Cylinder versions also come with an AR feature. Kids can download a free app and explore machine functions via animated AR features plus several engine components described in detail.
Kids can learn how a hybrid engine works with the Machine Works 4-Cylinder Hybrid Engine Kit. This kit creates a working model of a 4-cylinder hybrid car engine and reveals what goes on under the bonnet with a representation of how the internal combustion engine and electric motor work together in a hybrid system. With increasing interest in new eco technology in cars, this hybrid introduction is extremely topical.
Trends UK will be supporting its STEM lines with marketing, PR support and influencer campaigns.
www.wowstuff.com | mark.cooper@wowstuff.com (UK & EMEA) | sunny.walia@wowstuff.com (US)
Wow! Stuff’s mission is to bring great brands to life or create new brands crafted by an in-house team of scientists, engineers and product developers, and it has brought together the power of STEAM and the Marvel Universe, to bring young fans the patented Marvel STEAM collection. The Marvel Universe has never been short on scientific genius, with the intellect of characters such as Tony Stark, Doctor Strange and Bruce Banner, and now kids can create, learn and develop as they celebrate their fandom with Wow! Stuff’s Marvel STEAM collection, which includes Marvel Science Putties as well as Marvel Build Your Own kits. The Marvel Science Putty CDU assortment comes with four hero putties to collect and is made of non-Newtonian fluids - a special family of materials that behave differently, depending on the forces applied to them. Whether bouncing, stretching or pouring, children will learn all about the putty’s properties and how it behaves under different conditions. Each putty has a Marvel heroinspired quality; the Iron Man Science Putty is heat reactive with transformative colourchanging thermal pigments, the Black Panther putty is UV reactive and changes colour, Hulk putty has a gamma glow-in-the-dark effect while Captain America Putty is super-bouncy, with vibranium elasticity. Marvel Science Putty is available in four-packs and eight-packs and information within each tub ensures that it is educational. The eight-pack comes with four additional exclusive putties with their own unique qualities: Venom, Thor, Spider-Man and Miss Marvel. Kids will be learning about their favourite Marvel heroes, whilst delving into the fascinating world of chemistry and physics.
The Build Your Own Kits allow kids to build and develop their own in-universe creations. The Infinity Gauntlet Build Kit comes with everything kids need to create a card version of this iconic Marvel Universe object, complete with six Infinity Stone gems. The slot and tap connecting system creates an impressive replica that kids can wear or display. There’s also an Iron Man Paper Craft Helmet that builds a 1:1 scale card replica. Both sets come with an A3 poster that celebrates Marvel fandom and includes information on relevant scientific concepts.
0203 206 1397 | www.clementoni.com
Paul.Fogarty@clementoni.com
The Clementoni Science & Play range of games and products gives free rein to children’s imagination and creativity while teaching the principles of science in a simple, engaging way.
The History of Life on Earth is the latest addition to the Science & Play Range and won the prestigious Spielwarenmesse 2023 Toy Award under the School Kids (6-10 years) category. With its rich content, The History of Life on Earth allows children to move between hands-on science experiments and th, digital experience of Augmented, Virtual and Mixed Reality for an interactive and immersive experience. Using the included viewer and a smartphone, children can discover how life evolved on planet Earth, from the Archeozoic Era (approximately 4.5b years ago) right up to the appearance of Homo sapiens.
The History of Life on Earth taps into one of the hottest trends of 2023, MetaToys, which represents the ever-growing relevance of Augmented and Virtual Reality in the world of toys. The product includes everything needed for real life science experiments and activities covering botany, anatomy, paleoethology, geology and palaeoanthropology ,with the tools to create and erupt a gypsum volcano, build a T-rex skeleton and unearth real meteorite (Chondrite).
With the timeline map, children can activate digital content and immerse themselves in a 3D world. By holding their smartphone over the relevant hot spots, they can view immersive 360 videos, mixed reality - which merges the physical and the digital - and augmented reality, which allows children to interact. The digital activities are guided by an avatar who explains the characteristics of every geological era, including how lifeforms appeared and evolved during that time, and also includes tutorial videos and video tours.
Each set within the Science & Play range has been developed to spark children’s curiosity and help them understand the many natural phenomena of the world by means of direct experimentation.
All Clementoni sets are 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 that we often take for granted. Made from premium quality materials and tried-and-tested game modes, the Science & Play sets offer fun and learning.
By Bachmann
This new range of children’s arts and crafts products is suitable for ages 3-10 and feature colourful designs to appeal to both children and parents alike. PepPlay is a premium eco conscious brand, with many of the products designed to be reusable and recyclable. All of the products are non-toxic and conform to CE and ASTM standards.
NPD has confirmed that the US market confounded expectations by ending up flat last year, which begs the question…. why have so many people been talking about a “tsunami of stock” heading our way from the US? If US sales matched the previous year, how on earth is there so much excess product? Sounds like the US didn’t stick to the “no-one ever went bust selling everything in their warehouse” mantra. I just hope the world doesn’t become the dumping ground for US over-confidence / hubris. Or is the US stock mountain just a myth? The clearance boys don’t seem to think so (one told me he wouldn’t be touching most of it out of respect for his regular UK client base), while I heard tales of Walmart not buying any new lines this year. There seems to be such a contrast in the negativity emanating from the US – which ended flat – compared with the positivity here in the UK, which was 3% down. While it is generally accepted that last year’s festive trading was trickier in the US than around the globe, NPD’s numbers suggest that sales were not necessarily terrible per se, but more that they didn’t match up to expectations (largely over-ambitious analysts’ predictions). I guess we have to be thankful that analysts have far less sway around these parts. The UK market was 3% down and everyone at Toy Fair was pretty much treating that as a victory – I do love the ‘glass half full’ British mindset in that respect. Maybe US analysts should employ a few more Brits…
All of the print copies we took to London Toy Fair were snapped up by the morning of the last day, despite our concerns that our issue would be too heavy for some to carry. Quite the contrary, it turns out – so many people told us that they loved how comprehensive it was, and how they would be keeping it as a reference for the year ahead. The person in charge of magazine distribution at Olympia told me that he hadn’t seen a single copy discarded in a bin – and he admitted that was almost never the case at other trade shows. That was certainly the fate of a huge percentage of daily papers that used to be given out at the show – a good decision by the BTHA to dispense with a relic that belongs to a bygone age, long before email newsflashes were a thing. Other exhibition organisers might like to take note…
Away from the traditional business element of the Toy Fair, there were some happy moments: Julie Pittilla and Michele Norton receiving Golden Teddies – well-deserved recognition for the role that good PRs play in helping toy companies to sell toys – along with some fantastic coverage of the London Toy Fair on This Morning following the show. The press office at London Toy Fair was a completely different place this year, a far cry from recent years, so well done to everyone concerned. Sadly, there were also some very sad moments – over the past few weeks, we have lost Julian Page, Anthony Nunn and my long-term HKTDC contact Martin Evans. And the current situation in Southern Turkey and Northern Syria is heartbreaking; our thoughts are with our many toy community friends and readers in that region…
A big thanks to all the exhibitors in both London and Nuremberg who found time to show us round their ranges and ushered us into secret rooms. We do judge you if you don’t let us in by the way – we can be trusted. And it makes us look stupid if we’re talking with buyers about what we are all excited about if we haven’t been shown key lines. We’re not random consumer journalists, we’re part of the fabric of the industry - and dare I say it, influencers in the true sense of the word (rather than just people who call on your stand hoping for freebies) …
Perhaps the most noticeable increase in visitors to this year’s Nuremberg Toy Fair came from North America, Canada and South America. Just as last year’s London Toy Fair saw more European visitors after Nuremberg was called off, Nuremberg’s attendance appears to have been boosted by the decision to move the New York Toy Fair to September. Not only did we see more toy suppliers make the trip, but many of the larger retailers too – Walmart, Target, Costco, Sam’s Club, Amazon. But wait…. didn’t the New York Toy Fair move from February to September because it was deemed too late for these guys? I doubt they made the trip just for the weather and an abiding love of sausages & beer, so I am guessing they see a tangible benefit to some form of Q1 show. Maybe they were looking at spring summer ‘24 lines, or filling gaps in their autumn winter plans; but either way, they clearly decided it was worth the time and cost to attend…
Another interesting knock-on effect from New York’s move to a new autumn time slot is that large US companies no longer need to hold back new product reveals – or media announcements about major new launches - until the middle of February. I see both London and Nuremberg benefiting from this development going forward; previously, it was often the case that visitors to the European shows wouldn’t see the whole picture from some of the US big boys, but that shouldn’t happen going forward …
There was, however, a rather enigmatic closing sentence in Nuremberg’s post-show press release: “The next edition of the fair takes place at the end of January 2024. Precise dates will be announced at the end of February.” I’m still not quite sure how to read it – this could mean absolutely nothing, and the dates could easily remain the same, although if that was the case, why the cryptic comment and the delay in confirming the date (which is usually done at the end of the show)? Could it mean the organisers are considering a change of configuration (Tuesday-Saturday or Monday-Friday?), or even a move forward in the calendar? Keep an eye on our website, we’ll let you know as soon as there is official confirmation of the dates – although maybe it’s best not to book your hotel and flight for 2024 until we have clarity.
