Toy World Magazine March 2024 by TOYWORLD MAGAZINE

March 2024 Volume 13 Issue 07

IN CINEMAS MARCH 29TH

CMY

IN CINEMAS MARCH 29TH

THE TOY RANGE

OUT NOW © © ©

The Team... John Baulch

CONTENTS March 2024 Volume 13 Issue 07

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

Mark Austin

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

Anita Baulch

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

40 Special Feature: Toy Fair Review

50 Feature: Action Vehicles

New

Regulars

Features

07 From the Publisher 08 News 20 Industry Moves 22 Marketing World 26 Licensing World

24 Generation Media 32 Circana 35 Talking Shop 48 Letter from America 66 Fresh 122 Allegedly

40 46 50 64 70 72 86 88 90

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

Contributors

Special Feature: Toy Fair Review Special Feature: Nuremberg Review Feature: Action Vehicles Special Feature: Playmobil 50th Anniversary Feature: Science & Nature Special Feature: Natural History Museum Special Feature: Playtime PR 10th Anniversary Brand Profile: Toikido Feature: Outdoor Toys

Circana | Mark Buschhaus | Stephen Barnes | Rick Derr | Jonathan Chambers Marianna Casal

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

70 Feature: Science & Nature

90 Feature: Outdoor Toys

Caroline Tonks

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

Alakat Published by

Gabriela Garcia

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

Mark Crowford

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

www.toyworldmag.co.uk @toyworldmag @baulchtweet

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ow that the dust has settled from Toy Fair Season, the toy community is in the process of working through the mountain of follow up from all the shows – but it’s good to take a moment to reflect on what happened back in January.

If you were there, you will know that this year’s London Toy Fair was a great success. The show celebrated its 70th anniversary this year, and it is testament to the affection in which the fair is held by the UK toy community that it’s still seen as a ‘must attend’ event.

from the publisher

John Baulch - @Baulchtweet

This year, there was a palpable buzz from beginning to end – even the last day, traditionally something of an anti-climax, was perhaps the busiest Thursday I can remember. And it was certainly not just because it was designated as influencers’ day – as I made my way around my last day appointments, I saw numerous retail buying teams still fully engaged. Indeed, I gather that one very senior figure from ‘the largest’ UK & Ireland toy retailer told a few people that she could do with a 4th day of the show to get round everyone she wanted to see. I have been saying this for years (and I appreciate no-one is going to be swayed by me), but it’s interesting to hear that some major buyers are beginning to come to the same conclusion. Pretty much every UK retailer you would expect to be at Olympia was present and correct, while the mood was surprisingly positive, given the news announced by Circana on opening day that the UK market was down by -5% last year, in line with both France and Germany (with the US market even further down at -8%). You might have thought that would put a dampener on things, but with 2023 firmly in the rear-view mirror, if you can’t be optimistic and excited about the year ahead at this stage of proceedings, with all the new products about to launch and retailers having a blank canvas to work with, then when can you be? I used the word ‘community’ quite a lot leading up to Toy Fair, as I really do believe that is one of the unique aspects of the show, and a perfect description of the people who work in the UK toy trade. It’s a close-knit, friendly group who (mostly) share the same goals and aspirations – and face many of the same challenges and curveballs. But if we do that together, I always believe there is more chance of overcoming them. Overall, the general mood in the UK toy community continues to be one of cautious optimism for the year ahead. We’re collectively a little bit battered and bruised after last year, but ready to go again. Unsurprisingly, there are challenges ahead, including elections in the UK and US, with the latter in

particular set to have a seismic impact on the global geo-political landscape if the unthinkable actually happens (and it looks like it just might…), plus several global conflicts and the ongoing situation in the Red Sea, with the Houthi rebels seemingly undeterred by the recent actions of the US and UK air forces. All completely beyond our control of course, but capable of throwing some sizeable curveballs into the mix. The resilience of the toy community is going to be tested, but we’ve passed that test with flying colours before, and I am sure we will again. From Toy World’s perspective, we had three team members experiencing their first-ever Toy Fair, and it was wonderful to hear them enthusing about who they had met and what they had seen at dinner every evening. We all saw a host of fantastic new product and spent invaluable time talking to our customers and readers. I would say that is three days incredibly well-spent. Massive congratulations to the BTHA team and all of the other support organisations that have once again delivered such a successful event. Following hot on the heels of London Toy Fair, Nuremberg gave the toy community another chance to meet up, review line plans and finalise selections for the year ahead – only this time it was the global toy community rather than mainly UK participants, and the distances between meetings saw everyone’s step counts explode. Once again we saw a wealth of compelling new products, although having signed multiple NDAs, we still can’t share some of the great things we were shown just yet. Hopefully it won’t be too long before we can talk about them, although I am not breaking any embargoes in saying that Stitch was everywhere (literally), while if you didn’t know what an Axolotl was before, you certainly will now. Thank you to everyone who made time in their busy schedules to see the Toy World team in both London and Nuremberg. We know you’re there to see retailers first and foremost, but we appreciate the opportunity to catch up and see all the great new lines we are going to be writing about in the coming months. That process starts this month, with our reviews of both the London and Nuremberg Toy Fairs, along with the first product category features of the year – Outdoor Toys, Action Vehicles and Science & Nature. If you are looking for some new lines to freshen up your offering in any of these sectors, there are plenty of new launches vying for your attention showcased in this edition. I hope we can give you some inspiration as to which new lines to add to your shelves or online listings – and having visited hundreds of stands in London and Nuremberg, I know there is plenty more for us to unveil over the coming months. 2024 is up and running…

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News Funko and Goliath team up on Funko Games Funko and Goliath have entered into an exclusive worldwide licence and distribution agreement for Funko’s portfolio of games marketed under the Funko Games brand. As part of the deal, Goliath has also acquired the assets of Funko’s board game development studio, formerly known as Forrest-Pruzan Creative, and celebrated board game design team, Prospero Hall. Under the multi-year agreement, Goliath will be the exclusive worldwide distributor of Funko’s current catalogue of games and puzzles and has agreed to collaborate with Funko to develop and distribute new games and puzzles. Additionally, Goliath will acquire Funko’s current inventory of board games and puzzles, as well as rights to intellectual property related to the studio. “Funko Games is a highly regarded brand that includes hundreds of board games recently created, as well as a great portfolio from Forrest-Pruzan. We look forward to bringing the Funko brand and style to the game aisle in new and innovative ways,” commented Goliath’s chief executive officer, Jochanan Golad. “With Pressman’s 101 years and Goliath’s 43 years of selling games, we believe we’re a perfect fit to partner with Funko to develop and distribute games on a global level. We plan to commence marketing several key games around the world immediately. We’re especially thrilled to bring to market a new and exciting game called Bitty Pop! Chase, which includes the popular Bitty Pop! miniature collectible characters.” Funko interim chief executive officer, Mike Lunsford, said: “This transaction is designed to keep with our previously stated goal of streamlining our business by focusing on our core assets. We intend to use the proceeds from this transaction to reduce our debt. We believe that Goliath’s size and scale, as well as its intimate knowledge of the global games and toys market, make the company a strong partner in the board game category.”

BTHA presents Special Recognition Award to Simon Hedge's family The BTHA is proud to have presented a posthumous Special Recognition Award to Simon Hedge. Simon sadly passed away on 20th June 2023, and this new award category introduced by the BTHA recognises loyalty, long service, commitment and dedication by individuals within the toy industry. The first such award was presented to Simon’s family at a special reception during Toy Fair 2024 where Simon’s loyalty, dedication and passion for the toy business were celebrated. Simon’s family received a newly commissioned trophy from the BTHA, presented to them by chairman Simon Pilkington. Simon was remembered fondly by all those who attended, which included previous team members, colleagues, friends and close family members who were alongside him during his long career. Simon was a team player who built loyal, motivated, happy and dedicated teams throughout the years. During a career which spanned nearly three decades, Simon worked for some well-known companies and with some tremendous people, from Hasbro and K’Nex to Flair, where he started his career as commercial director before eventually becoming managing director. In over 20 years at Flair, Simon was a driving force in many ground-breaking moves by the company; he revived an illustrious list of brands from Plasticine and Shopkins to Sylvanian Families and Thomas Wooden Railway, and created many others like Paper FX and Comic Maker. BTHA chairman Simon Pilkington said: “On behalf of the British Toy & Hobby Association, I am immensely proud that we have been able to present this award to Simon’s family. Simon gave so much to this industry in so many ways, and we acknowledge the great contribution he made to the toy industry during his long career. Simon is the first recipient of the new BTHA Special Recognition Award, and a very deserving and fitting winner of this inaugural presentation.”

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71419 Battle with the Giant Octopus

71420 Treasure Hunt

71418 Pirate Ship

71421 Cannon Master

Contact your Territory manager or the UK office on 01268 548111 to find out more!

News PMI Kids World welcomes Omer Dekel as CEO as company starts 2024 with a revamp PMI Kids’ World is proud to announce a significant leadership transition within the organisation. Omer Dekel, the current chief operating officer, will be taking on the role of chief executive officer, succeeding his father, Boaz Dekel, who founded and has led the company with distinction for 30 years. The announcement was made during an event hosted by PMI, which kicked off this year’s Nuremberg International Toy Fair and gathered together valued global partners, suppliers and industry leaders. The company says this symbolic passing of the torch moment, a strategic transition meticulously orchestrated over the past two years, is a testament to PMI Kids’ World’s commitment to continuity, innovation and maintaining its position as a trailblazer in the competitive world of toys and children’s entertainment. Boaz Dekel commented: "This marks an important milestone for our organisation. It is not only an exciting and moving moment for me personally, but also a significant leap forward for our company. It signifies the dawn of a new generation and an innovative stride in our rapidly changing world. I am happy and exceedingly proud to pass the helm of the ship I have spent the last 30 years building to my son, Omer Dekel." Established in 1995 as a subsidiary of Bar Marketing and Distribution Group, PMI Kids’ World has evolved into a thriving entity under the dynamic leadership of founder Boaz Dekel. In 2009, Boaz strategically shifted focus to propel PMI’s rapid growth. Alongside his son Omer, Boaz has since steered the company to unparalleled success. With Omer now at the helm as CEO, PMI is positioned for continued triumph, alongside its ever-increasing catalogue of mega-popular licensed toys. Boaz will now serve as the PMI chairperson. “I am deeply honoured to step into the role of CEO at PMI, a position that holds immense meaning to me,” said Omer Dekel, the new incoming CEO. “My father, Boaz, has been my guiding star, instilling the values and knowledge that shape who I am today. His trust in passing this legacy to me is a profound honour and a responsibility I accept with great enthusiasm. I am excited to lead PMI into a bright future, building upon the robust foundation my father has laid, and driving forward with innovation, commitment and a deep respect for the vision and values that have always been at the heart of our company.” PMI Kids’ World has commenced this new era with a new logo, website and strategic partnerships, bringing beloved games and entertainment licences to life with brand-new toy lines and more to come in 2024. With a refreshed brand identity, PMI will bring customers and partners a renewed platform to learn about the newest products coming down the pipeline from their favourite gaming and entertainment licences. Known for its success in releasing toy lines from popular licences such as Sonic Prime, Pudgy Penguins and Among Us, PMI continues to forge connections with sought-after licences in the industry, bringing fans of Stumble Guys a brand-new line of Booksy Monster Tales Collectibles, plus two new brands that will be revealed in Q1 of 2024. C

Click Distribution named distributor for Swapsies Kid Kreations has partnered with Click Distribution (UK) for its brand-new plush IP, Swapsies. The partnership will see Click assume the role of exclusive UK and Ireland distributor for the range. Launched at London Toy Fair, Swapsies is a new collection of interchangeable, super-soft and squishy plush characters. Collectability is at the core of the range, with eight Swapsies and six Lil’ Swapsies plushies to discover. Swapsies allows children to create their own soft toy characters, offering endless switchable fun. Each Swapsie comes with surprise bags within, revealing different sets of ears and tails for children to make, swap and play with, meaning kids can create a whole host of cute characters. Linda Osborne, managing director at Kid Kreations, said: “We’re thrilled to be partnering with Click Distribution (UK) on Swapsies. It’s an innovative concept that offers something completely new in the plush category, and Click is the perfect partner to help us get Swapsies into the hands of a wider audience in the UK while also reaching children globally.” Luke Hillier, CEO of Click Distribution, commented: “We are delighted to be working with Linda, Debbie and the Kid Kreation’s team. The Swapsies range is fresh, innovative and has all the right components to shake up the plush category.”

Obitutuary - Mark Sharp Mark Sharp of Outsourced Sales Solutions, who also worked with Brainstorm, passed away on 9th February at the age of 57. David Lartner, director at OSS, and Nick Saunders of Brainstorm, for which Mark was an agent, shared some words with Toy World. David said: “It is with great sadness and utter shock that we have to announce the sudden passing of Mark Sharp. Mark was a well-travelled man, living and working around the world in Australia and Far East, who met the love of his life, Annie, whilst in a Kibbutz in the Middle East. Mark was always bursting with pride for his two wonderful daughters, Amber and Imogen, and was always talking about them and their futures. “Mark was a valued member of the OSS team and will be greatly missed. He was a much-loved agent by his customers and as one said to me earlier: he was the type of guy you wanted to go and have a beer with. “On his return from his travels, with Annie on his arm, Mark started his career in the toy trade, first working with Ty Beanies and then with Schleich. He joined OSS in 2015. At OSS, Mark was more than a work colleague – we were a band of brothers who loved supporting our customers and then enjoyed our many nights out and weekends away. We were a family, and this is devastating to write. “Our love and support are with Annie, Amber and Imogen and the rest of Mark’s family and friends at this truly sad time.” Nick Saunders told Toy World: “The entire Brainstorm team is absolutely devastated. Mark has worked for us for many years, and I have known him ever since I came into the toy trade. He was a delight to work with and we will all miss him immensely – as will all of his customers. It hardly seems believable that we were with him all through Toy Fair, and now he has gone so suddenly.” Toy World would like to add its condolences to Mark’s family and everyone who knew and worked with him.

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News Marvin's Magic's signs deal with ThreeSixty to distribute several brands A multi-year deal has been agreed between Marvin’s Magic and ThreeSixty Group to exclusively distribute its FAO Schwarz, Sharper Image, Discovery #Mindblown and Discovery Toys brands across the UK and Republic of Ireland. Marvin’s Magic has expanded its ranges in recent years to include Arts & Craft and Pranks & Jokes with the business enjoying rapid growth as a result. Its strategic alignment with ThreeSixty Group marks the company’s next phase of expansion as it seeks to distribute innovative, quality first products into its home market. Marvin’s Magic CEO, Tom Hudson, said: “FAO Schwarz, Sharper Image, Discovery #Mindblown and Discovery Toys are globally recognised brands that are well aligned with the Marvin’s Magic mission of delivering highquality, entertaining toys and gifts that inspire imagination, creativity and wonderment in children of all ages. As ThreeSixty Group looks to continue its expansion in Europe, my team and I are incredibly excited to be delivering these ranges to the UK and Irish markets.” With a particular focus on remote control and laser tag, the Sharper Image brand appeals to kids and teenagers of all ages and has become synonymous with clever technology-driven products. Highlights include the Laser Hand Tank range, the RC Hydro Racers Speed Boat set with pool and the Toy RC Mecha Rivals. For retailers, Sharper Image offers various trade displays, life size stands, online and offline merchandising and product trailers to showcase products. Likewise, Discovery #Mindblown and Discovery Toys are positioned at the intersection of exploration, education and entertainment. As the exclusive STEM toy partner of Warner Bros. Discovery, it also benefits from the wealth of expertise that this household name has to offer in terms of both programming, marketing and licensing.

Global toy company Wyncor officially launches, spearheaded by Helena Perheentupa Wyncor, a new global toy company established to create and deliver innovative and creative toys for its own intellectual properties and premium brands, has officially launched. Offering a raft of products closely tied to its content’s DNA, former Mattel executive Helena Perheentupa serves as Wyncor’s chief operating officer. Wyncor’s mission is to offer speed and flexibility to retailers and partners, best-in-class product development for alignment with partners’ IP content, and premium quality and innovative products to consumers. Wyncor works closely with partners’ creative teams to ensure products are a natural extension of their content, offering a rich, immersive and fun experience for their fans. Wyncor is owned by Jstar Capital. Wyncor will offer a range of innovative products, including patented toys such as the Miraball and SwopPop (patent filed), as well as other unique offerings including ReClay, Mon Ami and Oozy Squeezy, and will produce licensed and non-licensed product lines. Wyncor will donate a percentage of global toy sales to Gustave Roussy, the leading comprehensive cancer centre in Europe, for research against cancer. Wyncor has acquired global rights from powerhouse companies Paramount, Hasbro, Zag and Emoji Company, for new product launches in spring 2024, as detailed below. • F or Paramount’s Teenage Mutant Ninja Turtles and SpongeBob SquarePants, and Spin Master’s Paw Patrol, the Miraball and ReClay. • F or Hasbro, the Miraball for Peppa Pig, My Little Pony, Transformers (excluding Japan) and Monopoly. • F or Emoji Company, the Miraball and SwopPop. • F or Zag’s Miraculous brand, products already at retail include the Miraball, SwopPop and Mon Ami Kwamis; with ReClay launching spring 2024.

Moose Toys joins forces with MrBeast Moose Toys has announced an exclusive partnership with MrBeast (aka Jimmy Donaldson), philanthropist and digital creator, to co-create an entirely new brand. Destined to be a category disruptor, Moose describes this new line as ‘an enticingly collectible action figure range overlayed with incredible, never-before-seen innovation’. Jimmy Donaldson, known as MrBeast, became the most subscribed YouTube creator worldwide in November 2022 and now has over 234m subscribers. The extensive, co-created line is slated for an autumn 2024 launch and is packed with the brand’s signature panther character designs that will appeal to fans of all ages. “This will be the most anticipated launch of the year,” said Paul Solomon, CEO, Moose Toys. “MrBeast is wildly iconic and the biggest influencer on the planet. By combining his unique brand of innovation with our Moose wow factor, we have created a phenomenal line of products that will be highly sought after. We’re incredibly honoured he entrusted Moose as a partner and co-creator.” MrBeast will feature the line in new content on YouTube, fuelling fan demand for the products. His globally popular channel has more than 234m subscribers and has amassed an astounding 42b lifetime views.

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Navigating the complexities of logistics in the toy industry Third-party logistics (3PL) provider Kammac, a member of the Elanders Group, outlines how it can help toy companies safely and efficiently navigate inherent complexities in the logistics industry, including those related to peak sales season, industry regulations and traceability. In a sector characterised by evolving consumer expectations and stringent regulations, efficient logistics and supply chain management in the toy industry is vital. As manufacturers lean on their external partners to bring products to market more quickly and cost-effectively, third-party logistics (3PL) providers like Kammac are playing an important role in ensuring the seamless flow of toys from creator to end-user.

Peak season challenges Peak seasons in the toy industry, especially during Christmas or Halloween, pose distinctive challenges that demand adaptability and swift responses from industry players. Effectively navigating this period requires a strong emphasis on flexibility to address the ever-changing dynamics of market demand. Logistics providers must possess the agility to introduce or discontinue product lines in response to shifts in consumer preferences. Different sectors have different demands. For example, in the Fancy Dress sector, there are constant fluctuations in demand due to industry trends, celebrations or influences from film and television, so responsive supply chains become even more crucial. Costume suppliers seek a ‘one-stop-shop’ solution from a 3PL that can provide a full-service approach covering order fulfilment, storage solutions and distribution services. Through its eCommerce fulfilment services, Kammac has forged a strategic partnership with a leading international costume supplier, showcasing its ability to meet the ever-changing demands of the sector. From efficient storage solutions to streamlined order fulfilment, next-day distribution services to effective return logistics, Kammac has proven itself instrumental in addressing the unique requirements of peak seasons in the industry. This collaborative effort with a major costume retailer contributes to enhanced customer satisfaction for the brand and, by extension, the end-consumer.

Addressing industry regulations Faced with rigorous regulations designed to safeguard the safety, quality, and well-being of children, the toy industry encounters a common challenge that all stakeholders must navigate. 3PLs are often required to adhere to specific guidelines in

storage and handling procedures, conduct thorough audits and obtain certifications to demonstrate compliance with these regulations. A noteworthy example in this domain is McDonald's Distribution Quality Management Program (DQMP), an in-house certification to manage the logistics of its Happy Meal toys. Being the largest toy manufacturer globally, McDonald's DQMP serves as a significant unique selling proposition (USP) for companies like Kammac. These businesses are mandated to undergo stringent annual audits of storage facilities and handling procedures, emphasising Kammac’s ability to maintain industry standards.

Achieving traceability and visibility With consumers placing increased emphasis on transparency, manufacturers and suppliers in all industries are turning to digital systems to trace the journey of products from production to the hands of consumers. For the toy industry, this can involve implementing comprehensive tracking methods, including assigning batch and serial numbers, stock keeping units (SKUs) and licence plate systems. End-to-end visibility, facilitated by Transport Manager Systems (TMS) like those at Kammac, ensures that products can be monitored throughout the distribution process, offering reassurance to all industry stakeholders in the event of issues or product recall. Technologies such as United Pallet Network (UPN), meanwhile, provide complete transparency of all freight, tracking every pallet and consignment from collection point to delivery destination. The complex dynamics of the toy industry emphasise the pivotal role of efficient logistics, adherence to stringent regulations and the ability to adapt to market changes. Collaborating with third-party logistics providers such as Kammac, which boasts over 40 years of industry expertise, is a way for toy manufacturers to not only meet the industry's diverse demands but also contribute to heightened customer satisfaction, ensuring the sustained success of the toy industry in a rapidly evolving landscape.

DKB announces exclusive distribution partnership with Wow! Stuff Renowned for its cutting-edge and innovative products, which capture the imagination of both children and adults alike, Wow! Stuff has chosen to partner with DKB Toys & Distribution for UK & Ireland distribution in a collaboration which reflects the shared commitment of both companies to delivering top-notch products and exceptional customer experiences. “DKB Toys & Distribution is very excited to be working in partnership with the team at Wow! Stuff in the UK,” commented Chris Lohmeyer, managing director at DKB Toys & Distribution. “We can’t wait to bring its new ranges to our customers across the country who have previously not had access to these fantastic lines. This partnership will facilitate wider consumer access to these exciting products, ensuring that families throughout the UK can enjoy the latest and greatest in toy innovation.” Dawn Lavalette, managing director at Wow! Stuff, said: “DKB Toys & Distribution is the perfect partner to help us expand our presence in the UK market. The company’s commitment to excellence and its extensive distribution network makes it an ideal choice for Wow! Stuff products.” Ultimately, this collaboration is expected to strengthen the position of both companies in the toy industry and provide consumers with even greater access to the most innovative and entertaining products on the market. For further information, contact James Luff – james.luff@ dkbtoys.com

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News The Toy Association shares plans for LA presence in September The US Toy Association has announced it has secured a presence to conduct an LA Fall Preview, scheduled to take place this September. The objective is to provide toy companies in need of showroom space with a convenient forum to share long-lead lines during the important autumn/fall time period via a collective by-appointment marketplace. The move is reflective of the association’s goal to be of greater service to its members by meeting the evolving needs and buying cycles of the industry, based on feedback from the toy community at large. “We have heard loud and clear the desire for a Toy Association-hosted market week that will bring the industry together and accommodate its needs as it continues to grow and evolve,” said Aaron Muderick, chairperson of The Toy Association Board of Directors and founder and executive chairman of Crazy Aaron’s. “This solution is designed to be beneficial to those who are looking for a temporary space to conduct important presentations and meetings, as well as those looking to network with industry friends and colleagues.” The Toy Association will promote the 9th to 13th September market week to buyers and other industry professionals, although companies are encouraged to secure their own appointments to ensure maximum visibility and success. Additionally, to provide optimal flexibility, the space, which will be contracted by marketplace participants, can be utilised for appointments during the full month of September to accommodate ongoing meetings with buyers beyond the specifically identified preview dates. Additional information about the market week and associated events will be announced in the coming months. These events, including a free networking party hosted by The Toy Association, are expected to bring the industry together and facilitate relationship-building. Rental space will be available over three identical and consecutive floors at 2250 East Imperial Highway in El Segundo, CA. Rental options will include private offices and open spaces. For more information, companies are invited to contact the appropriate account executive: company names beginning with A–G contact Simon Yung (syung@toyassociation.org), H-P contact Stacy Liebensohn (sliebensohn@toyassociation.org) and Q-Z contact Michael Lynch (.mlynch@toyassociation.org).

Eolo welcomes on Ywow brands Eolo Toys has announced the acquisition of a stake of Ywow Brands, which specialises in a diverse range of toys, board games and pet products. This partnership marks a significant step towards expanding the company’s already well-performing product ranges to new categories after years of double-digit growth. Founded in 2019, Ywow Brands is a fast-growing company which has developed and marketed products in Games, Puzzles and Pets. Mini Puzzles and food brands Pet toys were all best-sellers in their relevant categories. Ywow’s impressive product line-up perfectly complements Eolo Toys‘ existing offerings. This collaboration allows Eolo to expand its portfolio, offering a wider selection of high-quality and imaginative products that cater to a broader audience. Alex Prieto, Eolo Toys director of fun, said: “We are happy to complete this strategic acquisition and we will support Ywow Brands and its management team to design and develop premium, culturally relevant consumer products to take the business to the next level.” Michele Rudelli, founder and CEO of Ywow, added: “I was impressed by Eolo’s design and product development capabilities. They understand very well our highly competitive markets and I’m honoured to be part of this project.”

Colin Lisle takes on Cuban cycle challenge in support of The Fence Club Popular toy industry veteran, Colin Lisle, is taking on a mammoth fund-raising challenge later this year which he says he could never have foreseen himself doing. He explained that he’s never been a fan of bike rides, let alone one which lasts five consecutive days in the saddle and covers 380km in Cuban heat across the largest island in the Caribbean Sea. For more than five decades, Colin has supported the toy industry’s Fence Club with its annual fundraising efforts for sick and disadvantaged children around the UK. He commented: “I wanted to do something that would really test me – and do it for the fabulous Fence Club. When I take part in the challenge later this year, I’ll be 73 years old and in a country that’s always fascinated me. It won’t be easy, so I’ve given myself a full year of training to build up my stamina and levels of fitness.” Colin’s ambitious bike ride begins in Cuba’s cultural capital, Havana, and ends five days later at the UNESCO World Heritage site of Trinidad. The Cuban Revolution is graded as challenging, with an average of eight hours cycling up to 100km over five consecutive days, and includes a number of steep hills, rocky terrain and main roads across the stunning Cuban countryside. Colin’s determination to achieve the required levels of fitness and get to the finish line in Trinidad this November will be spurred on by the support of an industry which he’s proud to have been part of for so many years. To support via a donation, visit www.justgiving.com and search ‘Colin’s Cuban Revolution’.

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News Topps and José Mourinho team up in UEFA Euro 2024 campaign Fanatics Collectibles has shared the next instalment of its partnership with global Topps brand ambassador, José Mourinho, marking its ongoing campaign as the official licensed cards and stickers provider for UEFA Euro 2024. The new three-part campaign advertisements starring Mourinho will roll out in the run up to UEFA Euro 2024, with the first video having launched on 14th February via Topps’ social media channels. In the content, Mourinho is welcomed into the Fanatics Collectibles office to mingle with designers and employees, including an excitable sidekick named Juan. The first episode was teased through a series of social media posts from select global content creators, including The F2Freestylers’ Jeremy Lynch, each of whom were given exclusive behind-the-scenes access to the filming day in Rome. Patrick Rausch, chief marketing officer EMEA of Fanatics Collectibles, said: “With this campaign, the anticipation for UEFA Euro 2024 is increasing enormously for us as an official partner. Once again, José Mourinho shows us why he is called ‘The Special One’ and why he is the perfect choice for us as brand ambassador and product manager. After the first film with the self-deprecating José immediately achieved cult status, I’m sure that the upcoming clips, featuring several well-known influencers, will also take the hearts of Europe’s soccer fans by storm.” As an official licensed UEFA partner until 2028, Topps will provide exclusive stickers, trading cards and collectibles connected to UEFA Euro 2024, as well as other marquee football events including the UEFA Champions League and UEFA Europa League. The range will include stickers, cards and collectibles of each competing national team. The first episode in the new three-part series was created and produced by Jung von Matt Sports.

Sharan Sandhu joins Playroom as junior category manager Playroom, the toy division at Associated Independent Stores (AIS), has announced the appointment of Sharan Sandhu as junior category manager. Sharan first joined the team at Toy Fair and is welcomed by Rosie Marshall, head of Toys and Children’s Gifts at Playroom. Rosie said: “Faz and I are thrilled to welcome Sharan to our team. She joins AIS with an experience in supplier relationships and commercial understanding. With a background in fashion, she brings a fresh outlook and mindset.” Sharan commented: “I did have the pleasure of meeting many suppliers and some members at Toy Fair. That was a ‘baptism of fire’, but my first week and Toy Fair were a success, and I am looking forward to working in a new and exciting industry.” Sharan will be working closely with members and suppliers to drive profitability. Playroom offers a toy import programme exclusively to its members and annually hosts the INDX Toy & Gift Show at its purpose-built facilities at Cranmore Park, the home of AIS.

Kayes of Cardiff to supply James Galt product to indies Kayes of Cardiff offers an extensive selection of branded and character merchandise and pocket money toys, via its vast distribution network to the independent trade. The company is pleased to announce a new and exclusive partnership with James Galt. Managing director, Philip Kaye, told Toy World: “We will be stocking the full range of Galt stationery and craft items and are excited to be adding this prestigious British brand to our existing portfolio serving the independent sector”. Jacqueline Taylor-Foo, Galt country manager, added: “We are delighted to be partnering with industry favourites Kayes of Cardiff with the Galt range”. “Our philosophy is to buy in bulk, then break that down in order to offer independent retailers access to bigger brands in affordable quantities," explains Philip. "This ensures they get value across the board. The more leading brands that we have, the more advantageous and economical our business becomes, so we are delighted to add James Galt to our existing ranges.” Bruder was Kayes first major partner around 20 years ago, and subsequent partnerships have given the company increased status and reputational standing. As well as Galt, these include Mattel, Orchard Toys, Construct It, Sohni Wicke (guns & caps), Brio, Halilit, Playmobil, Ravensburger, Jumbo, Schleich, Tomy, Casdon and PlayMonster.

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Industry Moves Hunter Price announces senior leadership restructure Hunter Price International has announced its most significant structure change since the business was founded 15 years ago, to underpin the next phase of its growth strategy. Allana Holmes, who has been with the company for nearly three years as Sales director for the home & lifestyle division, will take on the role of commercial director from this month. Allana will spearhead Hunter Price’s strategic vision, as it looks to continue its recent successes. As part of company’s evolvement, co-founders Jeremy Winburn and Josh Eden will become co-CEOs. Jeremy, the former commercial director, will work closely with Allana across all commercial departments, while leading Hunter Price’s global growth ambitions across Europe and the US. Under his new role, Josh Eden will continue to oversee and lead the group’s UK and international operations and financial activities as it expands into new territories across the globe. Allana has been instrumental in transforming Hunter Price’s licensed offer. In 2023, she was shortlisted in License Global’s The Influentials report as one of the leading ‘Disruptors’ within licensing, acknowledging her dedication and commitment to inspiring the industry’s community. Allana said: “Over the past two years, we’ve honed our overall market offer and played to our strengths, with the aim of future-proofing the business for the long term. I believe our relentless customer-first approach sets us apart, supporting and sustaining our partnerships with a completing, not competing, mindset. We work alongside our customers as an extension of their teams to provide everything from design-led cross category solutions to creative campaigns, which adds real value to their businesses.”

Jazwares bolsters UK leadership team Jazwares is bolstering the strength of its UK leadership team, elevating Lucy Whitamore to Sales director, UK and Adelle Engelbrecht to Operations director, UK. Since joining Jazwares from Tesco in 2019, Lucy has proven herself as a talented and commercially astute rising star. In her new role, Lucy will lead the UK and Ireland sales team for all Jazwares brands, shaping and delivering the sales strategy to achieve the company’s regional growth plans. Lucy commented: “It’s a real pleasure to lead such an incredible team, and I look forward to driving our continued success and growth in 2024.” Adelle joined Jazwares in 2020 and has been a pivotal part of the company’s success during a period of rapid growth. As Operations director, Adelle will lead the customer operations, warehouse and inbound/outbound logistic teams, focusing on strategic growth and implementation of process improvements to maximise output and efficiencies. Adelle said: “I’m delighted to continue my journey at Jazwares, building on past successes, with an incredible team supporting me. Over the last few years, we’ve doubled our UK team and seen phenomenal success across our brands whilst building strong and valued partnerships across all business areas. I’m looking forward to Lucy Whitamore Adelle Engelbrecht continuing this trend into 2024 and beyond.” Commenting on the promotions, Holly Oldham, managing director of UK & European distributors, added: “As we continue our growth journey in the UK, we are scaling up, and I can’t think of two better people to take the helm than Lucy and Adelle. Both are passionate, highly motivated and skilful leaders who have contributed immensely to the business’s success.”

Heathside makes senior hires for Master Replicas and Khadou brands Heathside has announced Ben Robinson as the new head of Brand for Master Replicas. The recently established position will expand on Master Replicas’ vision to redefine high-end collections within the popculture space. The company says Ben’s extensive background in licensed products will help with the successes that Master Replicas has experienced since its re-launch last year. Ben previously worked at Eaglemoss and, during his 12-year tenure, rose to the position of director of Licensed Product. At Heathside, he will lead commercial activities using his extensive network and passion for high end collectibles to drive innovative collaborations and elevate existing IP. Ben commented: “I’m delighted to be joining Master Replicas. We’ve got some exciting plans to grow the collectibles sector by tapping into passionate and demanding fanbases, which have been underserved by the current market. There are real opportunities to do something new and different here, and it’s going to be an exciting time.” Heathside has also welcomed Markus Bhatia as the new commercial manager for Khadou, in a move that once again emphasises the company’s evolution and ambition. Markus Bhatia Ben Robinson Markus was most recently Buying director at THG, responsible for the Zavvi brand. Prior to that, he has held various commercial roles within Virgin Retail UK and Europe. Markus brings a wealth of expertise to further cement Khadou’s position within the toy and collectibles market, and his understanding of pop culture products, coupled with positioning new and existing brands in the market, aligns well with Heathside’s overarching goals. Markus said: “I am delighted to be joining the team here at Heathside. Khadou continues to expand its portfolio across many exciting franchises, and I will be supporting the team in its continued growth. I look forward to working with all of our existing partners and establishing new ones that will secure Khadou’s ongoing ambition to be the centrepiece within the pop culture arena.”

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Pophouse reinforces senior team ahead of pivotal year Pophouse Entertainment Group, the Swedish entertainment company renowned for its development of brand-building music enterprises including Abba Voyage and the forthcoming Kiss avatar show, has announced six new senior hires: COO Linda Höljö has extensive experience in finance, strategic planning and business development, and her skillset will contribute to the company’s ongoing success in building entertainment brands and creating cutting-edge content and experiences. Before joining Pophouse Entertainment, Linda served as CFO of Proact IT Group. She has also held the roles at Quant Service, Ericsson, The Wallenberg Foundations and Investor AB. Mamma Mia! The Party managing director Sophie Arendt brings a wealth of experience from various leading roles within the entertainment industry, such as general manager at Disney Theatrical Group. With a proven track record of implementing and building high-performing entertainment initiatives, Sophie is well-equipped to spearhead Mamma Mia! The Party’s future endeavours. Natalia Fontecha, head of Capital Raising and IR, joined Pophouse in 2023 and brings decades of experience. She was most recently managing director of Client and Product Solutions at Onex and has worked at many prestigious companies across sectors and industries. Sophie McKibbin, head of Business and Legal Affairs joins from Warner Bros, where she worked most recently as director, Legal & Business Affairs for Theatrical Marketing. Her time at Warner included the record-breaking Barbie promotional campaign. Commercial director Jon Spalding was most recently at Mattel, where he was head of UK Consumer Products & Hardlines EMEA, successfully overseeing programmes for the Barbie Movie. Before Mattel, Jon worked at NBCUniversal, Disney and Entertainment UK, on hardlines, toys and licensing and on franchises including Jurassic World, Minions, Star Wars, Frozen and Marvel. Ryan Amstad, head of New Production Development, has an extensive background as a creative producer in the music, live entertainment and location-based entertainment space. He has worked on live shows with a range of top international pop stars, and for global brands such as Nickelodeon, Warner Bros, Hasbro and Universal Creative.

Rebecca Jenkins named Paramount VP of Consumer Products Rebecca Jenkins has been named the vice president of Consumer Products for Paramount Global, in charge of the UK, Ireland, Australia, New Zealand and Israel. Rebecca has been with Paramount for five years in roles of increasing responsibility for licensing and retail, and has a strong track record of landing high-profile, global commercial partnerships, most recently including Lush x SpongeBob SquarePants and Calm x Paw Patrol. Already overseeing Australia, New Zealand and Israel, she will assume leadership of the UK and Ireland with her new position, overseeing some of the largest and most popular entertainment franchises in the world. “Rebecca is highly strategic, data-driven and creative, leveraging her experience and market insights to secure new business opportunities,” said Jamie. “She has always been a fantastic ambassador for Paramount’s Consumer Products organisation, and I’m thrilled for her to take on this expanded role where she can further lead these markets to success.” Prior to joining Paramount, Rebecca worked at companies including Warner Bros. Discovery, Universal and Disney, in a variety of roles with local and international remit, spanning home entertainment, video games and licensing.

Rainbow Designs makes trio of appointments Rainbow Designs is heading into the new year with new appointments to the team, including the recent arrival of a new Brand manager as well as an expansion of the sales team with the recruitment of two new Area Sales managers. Zara Hynes joined the team in Q4 2023 and has hit the ground running, developing extensive 2024 brand plans for Rainbow’s Peter Rabbit, Paddington Bear, Disney’s Winnie the Pooh, Mickey Mouse and new Lion King collections amongst other storybook favourites. Zara, who has relocated from Ireland, brings with her six years of brand management experience in the beauty and healthcare sector, and says she is thrilled to be embarking on a new professional adventure in the toy industry. Rainbow is also strengthening and expanding its successful sales team with the appointment of Helen Covell as Area Sales manager for the Midlands and Laura Price in the new role of Northern Area Sales manager. Helen joins Rainbow with over 21 years’ experience in the gift industry, from both a sales and buying perspective, and Laura brings with her over seven years’ experience with top tier brands, most recently in the greeting card sector. Zara Grindrod, Sales and Marketing director for Rainbow Designs, commented: “I’m delighted to have Zara join us, she brings with her extensive experience in brand management and is already proving a valuable member of our core team, as she develops some exciting 2024 plans for our best-selling licensed brand collections. “The appointments of both Helen and Laura are part of our strategic growth plans to better serve our customers throughout the UK and provide great support to independent retailers in key territories. I’m Helen Covell Laura Price Zara Hynes delighted to have both these highly experienced and motivated ladies onboard as we head into the new year.”

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Marketing World Playmobil’s toddler portfolio highlights eco credentials At the beginning of 2024, Playmobil converted the production of all items in its toddler portfolio from traditional, fossil-based to plant-based materials. The toddler line is undergoing rebranding, receiving a new name and transitioning to sustainable packaging; Playmobil 1.2.3 is now Playmobil Junior and the play sets under the new brand are made from plastics that are up to 90% plant based. This makes Playmobil the first major toy manufacturer worldwide to offer a complete product segment using plant-based materials. The new plant-based plastics consist of residues from food and paper production, which can be recycled according to the mass balance approach used in the circular economy in accordance with the ISCC 208 standard. At least 90% of the packaging is now made from recycled cardboard and paper, and this change is accompanied by refreshed packaging design. The first play sets are available now, and the entire product range is planned to be converted by the middle of the year. Playmobil Junior sets support development from one to four years old with a variety of features and play options. The products can be used in a wide variety of settings, from playrooms to gardens and playgrounds, and the Aqua line can also be enjoyed in the bathtub and pool. All Disney licensed play sets will also be produced using the new sustainable materials. Playmobil’s CEO, Bahri Kurter, said: “After successfully establishing several classic product lines to now use recycled and bio-based plastics, converting the production of our toddler line is another important step on our ambitious sustainability agenda.” The brand relaunch is supported by a large-scale media campaign, driving awareness of the toys that bring fun to children whilst helping to save the planet.

Libertas Brands and Blue Zoo announce content deal for Fugglers Libertas Brands, which holds exclusive rights globally for the Fuggler brand, known for its quirky and mischievous characters, has announced a five year content partnership with renowned IP producer and digital studio Blue Zoo. This strategic partnership marks an exciting chapter for the Fuggler brand as it expands its presence into the world of entertainment. Libertas Brands has joined forces with Blue Zoo to bring the humorous world of Fugglers to life through captivating digital content. This collaboration aims to engage audiences of all ages, capturing the essence of Fugglers' distinctive charm and personality in a dynamic and entertaining format. This strategic partnership tasks Blue Zoo with growing the Fuggler brand online, on-screen and in-game, across the various digital platforms. In building a social and immersive content environment, Blue Zoo aims to build long-term value in the characters, moving them from a collectible plush toy range to an international multi-format sensation. "We are delighted to partner with Blue Zoo for this exciting partnership," said Mark Kingston, CEO & co-founder at Libertas Brands. "Fuggler has captured the hearts of fans worldwide, selling over 8m pieces of plush in the last three years, and is on track to surpass this number in just 2024 alone. This strategic collaboration with Blue Zoo will allow us to extend the Fuggler experience beyond the realm of toys. We believe this jointly funded partnership will create immersive and entertaining content that resonates with our existing fans, while also introducing the crazy world of the Fugglers to new fans worldwide." "Investing in Fugglers is a unique and thrilling opportunity," said Oli Hyatt, director at Blue Zoo. "The whimsical and eccentric nature of Fugglers characters provides endless possibilities for storytelling and comedy. We look forward to bringing these charming creatures to life in a way that will captivate audiences and leave a lasting impression. It's going to be fun making something just a little bit naughty." As part of the agreement, Blue Zoo will produce and digitally exploit multiple strands of content across relevant digital platforms, including 90* 3-minute series of themed comedy shorts and a series of parodies, songs, 'Fuggnatomies' and live-action, which premiered on the Fugglers YouTube channel in February. A new stream of Fuggler humour will be available across social media platforms, including Instagram, TikTok and Facebook, and fans will be treated to brand new Fuggler items in the Roblox marketplace with games and much more to follow. The content will potentially include a feature-length and series-length production, and Libertas Brands and Blue Zoo are actively seeking broadcast partners for this.

Hot Wheels Let's Race debuts on Netflix Mattel Television Studios’ all-new animated children’s series, Hot Wheels Let's Race, debuted on Netflix globally on 4th March. The official trailer for Hot Wheels Let’s Race features the show’s theme song performed by award-winning musician, singersongwriter Patrick Stump. A composer for film and television, as well as the lead vocalist and multi-instrumentalist of multiplatinum selling, Grammy-nominated rock band Fall Out Boy, Patrick composed, recorded and produced the theme song for Hot Wheels Let’s Race in addition to leading the composition of the score, underscore and music cues for all episodes. Hot Wheels Let’s Race is an action-packed comedy series for kids, and follows the newest generation of racers: Coop, Spark, Mac, Brights, Axle and Sidecar as they attend a racing camp. Through mind-blowing races, extreme stunt contests and thrill-seeking challenges, Hot Wheels Let’s Race is a show that kids and the whole family can enjoy. “Between the show’s characters, propulsive cars and pulse-pounding music, we want to make audiences feel like they’re literally gripping the wheel for an unforgettable ride with Hot Wheels Let’s Race,” said Rob David, vice president of Content Creative at Mattel Television Studios and executive producer of Hot Wheels Let’s Race. “Patrick is a one-of-a-kind musical talent, and generous collaborator. We are so lucky to have him as part of the Let’s Race family.” “I spent a lot of my childhood in my grandad's garage handing him tools while he worked on cars and I daydreamed about music,” said Patrick Stump. “Hot Wheels was my way of connecting to his love of cars. That’s why I was so excited to get the opportunity to work on Hot Wheels Let’s Race with Mattel Television Studios. The word I’m always using to describe my music for this series is ‘pulse’. There’s a tempo and a rhythm that permeates the series as soon as the tires hit that iconic orange track. It’s a real joy to get to be a part of that and I can’t wait for another generation of kids to see Hot Wheels Let’s Race on Netflix this year.”

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A HUGE THANK YOU TO ALL OUR EXHIBITORS AND VISITORS

WHO ATTENDED TO HELP CELEBRATE THE SHOW’S 70TH ANNIVERSARY AND HELPED MAKE TOY FAIR 2024 SUCH A BIG SUCCESS.

TOY FAIR 2025 will take place from the 21st-23rd January 2025 at Olympia London. Exhibitor applications for TOY FAIR 2025 will open in March on the Toy Fair website www.toyfair.co.uk

@ToyFairUK *Please note Toy Fair is unfortunately not open to the public* For more information on exhibition & sponsorship opportunities please email Rebecca@btha.co.uk For PR opportunities please email toyfair@retailpr.co

Opinion

Where have all the children gone? This month, Jonathan looks at the importance of having the correct data available to make the most efficient decisions for a media plan, in order to compete for attention within a pool of children at an almost 20 year low

n challenging times, there are a multitude of internal and external factors to be considered when it comes to economic decisions. Cost of living, transportation costs, labour shortages, the list goes on, and all have varying degrees of impact on business success. One thing that is often overlooked however, probably because there is nothing that can be done on a business level to impact it, is shifts in population. Population dynamics affect all aspects of the economy. Given that one of the principle factors in driving this is the birth/fertility rate, it stands to reason that the toy industry will feel this effect more keenly than most, both positively and negatively. According to the Office for National Statistics, in 2021 (the last available census data), the number of 0-4 year olds in the UK was c.3.58m, the lowest point since 2006. The 0-4 year olds of 2021 are prime “toy age” in 2023-2024, meaning there are far fewer for toy brands to target. In fact, BARB reports that there are c.2.16m 4-6 year olds in the UK currently, which is an 11% decline versus the same point 10 years ago (Jan 2024 vs. Jan 2014). Compare this to the US, where US Census Bureau estimates place the 0-5 population at c.74.6m in 2024, a 1.4% increase versus 2014. Looking at mainland Europe, whilst comparable statistics aren’t available, the number of children under the age of 14 in Germany has increased to 11.14m in 2022, a 13% increase versus 2012.

Arguably, UK toy marketers have a tougher job than their international counterparts based purely on numbers. But what about mindset? Kids Growing Older Younger was a narrative used often in the last decade, and we have seen that more money has been spent on apps and video games for older kids. According to the Childwise Monitor 2023, children aged 7-8 in the UK received an average weekly income of £3.80 (pocket money and handouts). 54% of this same age group reported that they used this income to purchase toys. There are however a significant and growing number of categories that feed into their considerations, such as: • Sweets and chocolate: 42% • Computer/Console games: 20% • Sports gear and equipment: 19% • Clothes: 19% • Going out (e.g. cinema): 16% • Footwear: 11% That’s a large number of core categories to compete with for kids spend. Coupled with the shifting population dynamics, it all adds up to having to invest advertising budgets more effectively than ever before - compounded further by factors such as cost of living, inflation, media budgets, etc. referenced upfront.

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Jonathan Chambers Director of AV Investment When planning 2024 marketing activity, it is more important than ever before to ensure that plans are as robust as possible. Not only from a cost efficiency point of view, but also targeting efficiency. The most effective way to do this is to ensure that all marketing activity is underpinned by children and parent specific research that has a direct impact on advertising. For example, we know that YouTube is the primary source of video entertainment for children globally, but we cannot officially measure children’s impressions or views online due to COPPA and GDPR-K regulations. Therefore, it can often be easy to build a plan which offers incredibly low costs per view on YouTube as there is little way of verifying the end user. At Generation Media, we leverage regulatory compliant, contextual data, from Giraffe Insights’ Kids and the Screen study. This allows us to use our Children’s Data Management Platform to understand the channels and videos which are most popular amongst children’s demographics and design bid strategies around this. Without such unique data, there is a myriad of wastage and brand safety concerns to navigate. This principle should also be applied to all aspects of marketing. Do you have the correct data available to make the most efficient selections and decisions before approving your next media plan? If not, how are you going to compete for attention within a pool of children at an almost 20 year low, whilst also competing against other categories for spend? For more information on how to better leverage your data to generate results, or how to improve the level of data you have access to, get in touch today.

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Licensing World 2024 tipped to be a key year for Tara Duncan As head of Licensing for Princess Sam Consumer Products (PSCP) since January 2023, Laurent Taieb has enjoyed a very busy year building on the fast-growing awareness of the TV show Tara Duncan. This 52 x 13’adventure-comedy-fantasy, about an ordinary girl from Earth with extraordinary powers making friends and fighting evil on the magical planet OtherWorld, has made its mark in publishing and TV and is now developing a licensed products offering, with toys very much front and centre of planning. Until the TV series burst onto the scene in 2022, Tara Duncan was better known as a range of 12 books by Sophie Audouin-Mamikonian, first published in 2003 and since then selling tens of millions of copies around the world. The books have provided outstanding material for an animated show, but its creators say Tara Duncan is ‘anything but an ordinary animated show’. Tara Duncan uses the talents of more than 170 artists from the feature film industry and its characters are created through a combination of state-of-the-art motion capture and CGI. Every episode features a vast number of different sets and animated characters. Since early last year, PSCP has been steadily bringing this look and feel to the licensing world, initially by appointing regional partners with local offices who know their country or region’s licensing scene and its local retailers. Products have already arrived: the first Tara Duncan toys had a limited release on the French market last autumn and are selling well, while magazines and activity books have just launched in Italy via Playpress. PSCP notes that there is a clear appetite for licensed Tara Duncan products. The show that lends itself to fashion dolls and action figures, but also to play sets based upon the worlds of the character themselves. Series one has rolled out in many territories and series two is on the way, making 2024 a key year for Tara Duncan. Following a promising Nuremberg Toy Fair, there’s a lot more to come, too. Laurent Taieb says: “The source material is well known, the TV series has a massive following and partners in many key territories are in place. Throughout 2024 we intend to license and develop products in a wide range of categories that build on the key strengths and high consumer awareness of Tara Duncan.”

Ravensburger offers first look at Disney Lorcana 2024 line-up Ravensburger has unveiled a selection of the 2024 Disney Lorcana Trading Card Game line-up, including new products, competitive events and organised play activations. In addition, the company is also sharing the official on-sale dates for the four new sets slated to debut throughout the year. “Disney Lorcana TCG has struck a chord with players, collectors and fans around the world and we’re so grateful for the support,” said Filip Francke, global head of Games at Ravensburger. “It has proven to be a fantastic entry point for first-time TCG players, and we will continue to do everything in our power to make the product available at MSRP pricing. As we move into 2024, we will continue to support our growing and diverse community through new discoveries for collectors, organised play and competitive events for players and new products that help beginning fans take their first steps into trading card games. We’re only just getting started, but consumer feedback and industry data supports our belief that this game will be around for a very long time.” This year, the Disney Lorcana TCG will introduce a new stand-alone product: Disney Lorcana TCG Gateway, a progressive learn-to-play experience designed to ease new players into the game and TCG space. This ultimate beginner’s introduction to the Disney Lorcana TCG includes everything two players aged eight and over need to play right out of the box: two 30-card basic Disney Lorcana TCG decks, a two-player game board with character standees, rules and player’s guides, and additional cards that players will be rewarded with to add to their decks as they learn about the card types and gameplay. When players have played through Gateway, they will have built two standard Disney Lorcana TCG decks they can take and play with friends. Gateway will be released on 9th August 2024 and will retail for £22.99. For established players, Ravensburger will launch an official competitive circuit in North America and Europe starting in May 2024. Titled Disney Lorcana Challenge, the events will begin at a regional level, where players can compete to qualify for North American and European Championships respectively. The top players will earn invites to the Disney Lorcana World Championship slated for early 2025.

Posh Paws and Warner Bros. partner on multiproperty licensing Posh Paws International has announced a multi-property UK licensing partnership with Warner Bros. Discovery Global Consumer Products (WBDGCP). This new deal includes WBDGCP’s entire catalogue of DC, Wizarding World, Looney Tunes, Friends, Horror and many more. Posh Paws will start the partnership by bringing to market a range of plush toys inspired by Warner Bros. Animation and DC’s hit animated pre-school series, Batwheels. This series launched in the UK on Cartoonito in March 2023 and has since been a top-performing show among pre-schoolers. In summer, Posh Paws will launch with the show’s main characters, Bam the Batmobile, Robin’s Redbird and Batman, in 7-inch and 10-inch plush sizes with high-quality detailing to ensure the characters’ key features are accentuated in the design. Included in the deal with WBDGCP, Posh Paws secured the rights to develop plush toys and gifts inspired by more DC characters including Superman and more. From the Wizarding World, Posh Paws will be developing a new range of Harry Potter plush toys and gifts. The hit TV show Friends celebrates its 30th anniversary this year and Posh Paws is developing a gifting range that will incorporate the show’s most memorable, sentimental and comical quotes and phrases that fans know and love, with plush characters that relate to them. “We are absolutely delighted to partner with such a prestigious and global powerhouse like Warner Bros. Discovery Global Consumer Products across its entire portfolio of the biggest and most popular brands,” said Lauren Shipman, Group Brand and Marketing director. “As a market leader in developing and producing licensed plush toys and gifts that are perfect for all ages, we are excited to be launching with our new pre-school Batwheels plush toys this summer and to be working on iconic brands like Harry Potter, Friends and more.”

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Licensing World Mattel unveils plans for animated Bob the Builder movie Mattel Films, ShadowMachine, Nuyorican Productions and Anthony Ramos have announced plans to develop an animated, feature-length film based on Bob the Builder, the long-running and beloved animated children’s series. Imagined as an inventive international story for today’s audiences, the film will star Grammy-winning, Golden Globe and Emmy-nominated actor and recording artist Anthony Ramos (Hamilton, In the Heights), who also produces alongside Alex Bulkley and Corey Campodonico of the Academy Awardwinning animation and production studio, ShadowMachine (Guillermo del Toro’s Pinocchio, BoJack Horseman). Jennifer Lopez, Elaine Goldsmith-Thomas, and Benny Medina for Nuyorican Productions have also joined to co-produce, and Felipe Varga is attached to write. In the movie, Bob will travel to Puerto Rico for a construction job, taking on issues affecting the island and digging deeper into what it means to build. His journey will celebrate the vibrant and colourful textures of the Caribbean Latin nations. Robbie Brenner, president of Mattel Films, said: “We are thrilled to collaborate with our brilliant partners on Bob the Builder, our first animated theatrical film. Pairing Anthony and Felipe’s genius vision for the story with ShadowMachine and Nuyorican’s artisan approach will capture this beloved character in a manner that audiences who grew up with Bob will recognise and all-new audiences will enjoy.” Anthony Ramos commented: “I’m proud to bring this important message to the big screen, adding elements of life that are inspired by my own. The movie is about friends working together, a celebration of a beautiful home they share, and how love can help to conquer any obstacle in your way.” Elaine Goldsmith-Thomas added: “The show’s ability to promote positive thinking, problem solving and empowerment, with a completely original story set in Puerto Rico, puts a new spin on a beloved brand, and we can’t wait for new and existing fans to connect with these amazing characters.”

New board game from Asmodee and Lego swings onto the scene The Lego Group and Asmodee have announced their first jointly-crafted board game, Monkey Palace. Created by game designers David Gordon and TAM (Tin Aung Myaing) this jungle-themed game of light strategy is designed for 2-4 players and provides family fun for all ages, incorporating both collaborative and competitive elements. Players must strategically work together to construct the Monkey Palace while competing for the highest brick income and points, all under the watchful gaze of the Monkey. The palace gradually takes form, resulting in an impressive construction using Lego elements that players can proudly display at home. The iconic Lego System in Play means that each time the board game is played, the building experience and final construction are totally unique. Birgitte Bülow, industry veteran and leader of the Lego board game creation team at Asmodee, said: “We're thrilled to take all Lego and board game fans on this gaming journey, combining the Lego Group’s timeless creativity with our passion and expertise in board games. Utilising the endless possibilities of Lego bricks was pivotal in designing this game. We believe Monkey Palace offers an extraordinary gameplay experience, blending competition and collaboration for board game enthusiasts worldwide." Jaume Fabregat, Board Games lead at Lego Publishing, added: "At the Lego Group, we’re committed to inspiring the builders of tomorrow, which is why we’re so delighted to reveal Monkey Palace in collaboration with Asmodee. The game challenges kids and adults alike to use Lego elements to build, unbuild and rebuild their palaces, creating a fun play experience where no two games are the same. This latest collaboration allows us to bring even more creative and innovative ways to play.” This collaboration was the result of extensive research and development undertaken by both companies, with the shared goal of creating new social experiences in play that transcend generations. Together, the Lego Group and Asmodee aim to discover innovative ways to combine the beloved Lego System in Play with the socially interactive nature of board games, delivering new and unique play experiences for families and Lego fans.

Lego adds Peppa Pig to successful licensed portfolio In addition to the Lego Group showcasing a new line-up of products at London Toy Fair, the show coincided with the announcement that Peppa Pig will be coming to life in Lego Duplo form, to celebrate the beloved character during her 20th anniversary year. This experience is a new way for preschoolers to engage with the globally celebrated character. Data from Circana has revealed that the Lego Group has retained its position as the UK’s number one toy manufacturer for the ninth year running following an incredible year of activity. This included the launch of its new entertainment IP, Lego Dreamzzz, with the theme becoming one of the top ten new properties in the UK in 2023. The product range and content series continues to expand with new products launched this month including Mr. Oz’s Space Car, Sandman’s Tower and Zoey and Zian the Cat-Owl. Seven of the top 25 properties for 2023 were from the Lego Group with two – Lego Star Wars and Lego Technic – featuring in the top 10. Three items also featured in the top 10 items in the total toy market, including Harry Potter Dobby the House Elf set.

Toy World 28

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

When the going gets tough… Rory looks at how even though 2023, and especially Q4, proved challenging for the UK toy market, innovation and unexpected best sellers means there is still much to applaud.

e’ve spent the last few weeks here at Circana talking to clients about how 2023 performed, and the overall headline is that it was one of the toughest years for the UK toy market that we’ve ever seen. The year finished at -5% in value, and Q4 was -7%, so the last quarter was actually behind the full year trend. Although as we cover 104 categories and there were over 300 toy manufacturers in our data in 2023, they can’t all have had a tough time. Despite the fact that Q4 was a challenging period, over 130 toy manufacturers added value for the quarter, so we should celebrate these top performers. The list of top growth manufacturers in Q4 shows that the top manufacturers for value gain are all outside the Top 10 in value size. Winning Moves was the top performing toy manufacturer in Q4, and the company is ranked at No. 27 for value size. Looking down the Top 10 for value gain, there are three games manufacturers, indicating that the category enjoyed a good end to the year. The figures bear that out: in the final quarter of 2023, sales of games held up well compared to the total market, with a trend of -3% for both Q4 and the month of December. Strong performances from specific categories included

family board/action games growing +2% in Q4, card games +4%, pre-school games +6% and electronic handheld games +50%. The growth is spread across a range of different areas and manufacturers too; family board/action games saw innovation such as Twister Air from Hasbro and Monopoly Squishmallows from Winning Moves. In card games, Uno from Mattel had another strong Q4 alongside Taco Cat Goat Cheese Pizza from Asmodee. Pre-school games saw new items having an impact, with Monkey Sea Monkey Poo from Spin Master the No. 2 item in the category for Q4, and Gooey Louie Pick a Winner from John Adams at No. 3, both new entrants in the pre-school games area. In electronic handheld and tabletop games there were more signs of innovation with the football-based game, Fanzone from Golden Bear, coming in at No. 4 for the category. Closely behind Winning Moves as the No. 1 top growth manufacturers in games is Big Potato at No. 2, outperforming many larger competitors and the ninth top gaining manufacturer in Q4 in toys overall. Titles like Herd Mentality and Chicken vs Hotdog are top items in family games and appeal to both adults and children. Tonies was the No. 2 growth manufacturer in Q4 2023 and has moved up to being the No. 32 manufacturer for this period from No. 42 the year before. The Toniebox sits within

Rory Partis

Director UK Toys, EuroToys Circana the infant/toddler & pre-school category, in which Tonies is now the No.6 manufacturer and the No. 2 for growth. The strength of licensing in 2023 helped this item, with a wide range of licences now available - growth came from Peppa Pig, Disney Princess and Paw Patrol, amongst others. Its performance was helped by new licences too, with new lines for Q4 featuring properties such as Lilo & Stitch, Ben & Holly and Roald Dahls Revolting Rhymes. Another item to highlight is the Smart Ball Soccer Bot from Golden Bear, which had a fantastic November and was actually the No. 1 item in the total outdoor & sports toys category for Q4. In the month of November, this item was the No. 18 item in the total toy market and could have been a top item in Q4 if there had been additional stock. The popularity of this football-based line means it should carry on to enjoy a very strong 2024, with the European Football Championships in the summer.

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The finger/extreme vehicles subclass was one of the top growth subclasses in Q4, with double digit growth of +26%. Tech Deck was the standout property within this subclass and grew by +27% for the quarter with growth across a number of items. At the end of summer, the 2024 Olympics will be held in Paris, and with skateboarding now a fixture of the summer Olympics, we should see this brand and category get a boost out of the exposure the sport will receive. These strong performances illustrate that even in challenging times, there was some real innovation in the UK toy market over the past year. 2023 was undoubtedly a tough year, but that doesn’t mean we can’t celebrate success. Growth in toys often comes from unexpected areas - which perhaps means they should be celebrated even more.

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Toy World 32

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December Rank #

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World Soccer

Property Progression: World Soccer has risen 15 places in the rankings in January 2024 compared to its position in Dec 2023. The World Soccer property contains several football-related lines: in January, the largest part of the overall value came from the National Soccer Club licence, which is where Premier League items sit. The Adrenalyn brand from Panini is up +61% in January 2024 vs. the same month last year, with a number of items showing strong sales for the first month of 2024. The Adrenalyn XL Premier League 2023 2024 Mega Tin is the top seller, followed by the Adrenalyn XL Premier League 2023 2024 Multipack.

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2023 was another strong year for licensing and the share of licences within the toy market rose to a record high. In January 2024 total licensing declined by -4% but that 8YFW <FWX f was still ahead of the total market decline of -9%. ,FGG^ X )TQQMTZXJ f Star Wars was the top growth licence in January, as well as being 8TSNH 9MJ -JILJMTL 7FSPJI G^ [FQZJ LFNSJI f the top licence in value size. This performance was once again ;FQZJ 8FQJX ,FNSJI >9) /FSZFW^ [X fR 3NSOF 9ZWYQJX 9239 f primarily driven by The Lego 8YFW <FWX f Group, which made up nearly 80% *ZWTUJFS 8THHJW (QZG ,FGG^ X )TQQMTZXJ f f of all Star Wars value. The Lego Star 8TSNH 9MJ -JILJMTL f Wars Millennium Falcon Ultimate +N[J 3NLMYX FY +WJII^ X 3NSOF 9ZWYQJX 9239 f f Collector Series item reached No. *ZWTUJFS 8THHJW (QZG f 6 in the total market - at an average )NXSJ^ <NXM f +N[J 3NLMYX FY +WJII^ X f price of £624. )NXSJ^ <NXM f Gabby’s Dollhouse was the 9WTQQX 9WTQQX f f second-best performing licence, &UMRFZ f with growth across several &UMRFZ )NXSJ^ &QQ 4YMJW f f categories including Pre-school Figures, Building Sets and Plush 8TZWHJ 7JYFNQ 9WFHPNSL 8JW[NHJ a :0 a >9) /FS (NWHFSF .SH FSI (NWHFSF ,WTZU 1 5 a 5WTUWNJYFW^ FSI HTSKNIJSYNFQ )NXSJ^ &QQ 4YMJW f Toys. Spin Master remains the leading manufacturer for this licence, although other 8TZWHJ 7JYFNQ 9WFHPNSL 8JW[NHJ a : manufacturers are now securing (NWHFSF .SH FSI (NWHFSF ,WTZU 1 5 a 5WTUWNJYFW^ FS larger shares of the overall sales. Spin Master accounted for over 90% of the licence in January 2023, but in 2024 this is just over 60% with The Lego Group, Posh Paws and Ravensburger all taking significant share. Sonic the Hedgehog was the third best performing licence and with the Sonic 3 movie coming at the end of 2024, we should see a strong year for this video game-based property. Just under half of all value for Sonic the Hedgehog is in Building Sets, with just over 40% in Action Figures. Both of these categories grew in January 2024, while there was also growth in Outdoor Toys, Plush and Games & Puzzles.

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Top 10 Fastest Growing Licenses - UK Toys

Toy World 33

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Talking Shop

Fair play

This month Toy World asked indie retailers about their experiences at Toy Fair this year - what they saw, what they enjoyed and what they’ll be ordering.

Maurice Doyle - Banba Toymaster, Dublin

t was an interesting Toy Fair. We go for the full three days, from the crack of dawn on Tuesday to close on Thursday. It’s a great time to regroup after Christmas and meet with reps and agents, as well as seeing how the previous year went. I go in wanting to know if the items and characters that suppliers thought were going to be big for the year actually performed as expected, what’s being continued on and what’s new for 2024. It’s good to hear the inside info about these things. My visit was very productive. I liked Hasbro’s new Nerf lines, with new Nerf darts that are more accurate and even faster. We’re looking forward to stocking those in the future. Playmobil is celebrating its 50th birthday and we discussed working together on holding a celebration in our shop. We also talked to other suppliers about hosting in-store events and demos to drum up a bit of interest and business, and ways we can support trade via our online platforms.

As well as stock for our own store, we were also looking for items that might be suitable for the Toymaster Catalogue; Banba Toymaster is on the selection committee. We deal with most of our suppliers via Toymaster but, as our online side of the business has really taken off since Covid (we’re up 85% on the previous year and are shipping all over Europe). Things like TMNT that aren’t available in all European countries are popular and a significant chunk of our business now comes from these overseas orders, so we’re looking to add to that with items that aren’t too price sensitive. We are quite tight on time when we visit Toy Fair. We’re booked into appointments across the entire three days, and we don’t normally get the chance to just walk around and ‘freelance’, so I would love it if the organisers could bring back an extra day. A fourth day to be able to make extra appointments would make such a difference.

Carol Glennan - Fagan Toys, Mullingar

e attended Toy Fair on the Tuesday and Wednesday and found it a lot busier than the last couple of years. There was a lot more hype compared to just after Covid when the atmosphere was a bit subdued. This year, the buzz was back. We attended the Toy Industry Awards where we were delighted to end up winning the Independent Toy Retailer of the Year. We were thrilled just to be nominated; we’d never been nominated before and to attend the ceremony was a big deal in and of itself. But we weren’t expecting to actually win it at all. Fagan Toys is a family run business, and although I’m not a part of the family, it was a great moment for everyone and feels like recognition for all the years of hard work. That was obviously the highlight of our trip. When we go to Toy Fair, we like to look out for something new and exciting that’s going to create a bit of a buzz. We’ve started to use our social media a lot more, and so we look for lines that will work well on there. Last year, we made a couple

Toy World 35

of Tik Toks that were extremely effective, one for Soccer Bot from Golden Bear and one for Biggies, the inflatable plush from Eolo (Click UK). Those lines had four and a half million views and over two million views respectively. The hype that they created was fantastic, translating into increased footfall and sales. Lego was one of our favourite stands; there was a lot of new Lego this year and I think it’s going to appeal to all ages, with a bit of nostalgia involved. Just Play had a fantastic new interactive range for later in the year that I loved. There were a couple of new games from Golden Bear that the whole family could get involved with. I also thought Hasbro’s new version of the classic Monopoly was a great idea. It’s a different take, and a quicker version. There were plenty of lines that had a lot of potential, a lot of interactive and techy things. Toy Fair will continue to be our primary source for new ideas and freshness. We’re always on the hunt for something different that will captivate all ages and all audiences.

Talking Shop Thomas Wohl - Argosy Toys, Westcliffe on Sea

Julia Wingate - The Trading Post, Kingsbridge

o far in 2024, business is going well for Argosy Toys. Toy Fair was excellent this year, our team enjoyed it a lot, and it felt much busier than last year. I enjoyed the Lego stand which looked great, they seem to have developed it much more than in previous years. The Hasbro tour was also very impressive. As always, it was fun to see all the costume characters walking around. We found a lot of Hello Kitty product, so that looks like it’s going to be a strong licence this year. I miss the train companies like Hornby and Bachmann, but they haven’t been there for a couple of years now. It’s a shame when we can’t easily see companies like that, or the likes of Mattel which doesn’t go anymore either. We do a lot of networking at Toy Fair; this is one of the most important aspects of the show and one we take full advantage of. We get to say hello in person to a lot of people that we work with on a regular basis, which makes a change from just emailing them. I wish I’d gone for the full three days, rather than just two, as my time quickly filled up with appointments with existing suppliers and I didn’t get to see anyone else. We were looking for some classic games, such as chess or backgammon, with nice wooden boards and packaging. I’m sure that they’re out there and I’d have found them if I’d had more time. Next year I plan to visit on all three days, to give myself one extra day to wander around and see more new products.

oy Fair can be a bit overwhelming, but it was great to see a lot of companies all in one place and turned out to be a very informative trip. I particularly liked the new Sylvanian Families and new Lego ranges as well as Brainstorm’s new Eugys and the new games from Big Potato. I always attend Toy Fair with an open mind as to new products and new suppliers but this year we mostly engaged with our current suppliers to get an overview of their new lines for this year. However, a stand which surprised me was Connetix. I thought their spiral ball run was very eye-catching. This year has been quite positive so far at our store. January and February are usually a little quiet, but sales have been strong compared to other years and I’m feeling very optimistic about the year ahead. Pocket-money lines were our best-sellers over the past year; things like fidget toys and the small Lego botanicals boxes sold fantastically well. Hopefully the new Lego ranges this year will continue to be successful for us. I also have a feeling there will be a strong trend in axolotlthemed toys this year – they seemed to be everywhere at Toy Fair!

Dan Lovett - The Toy Box, Beccles

s a retailer who regularly attends the London Toy Fair, I find it frustrating that some stands are closed and require an appointment to enter - you can’t even look around to see the new products for this year, even though you are selling the products in your shop. I find it frustrating not knowing which stands will welcome me to drop in and which insist on an appointment. Pokémon, Squishmallows and Lego are currently the top three ranges that sell consistently – you’ve just got to stock them. Lego is always a highlight whenever attending Toy Fair, we have quite a good relationship. I thought Lego City was strong, Technic was strong and Speed Champions is always one of my favourite ranges. I was a little bit disappointed that everything wasn’t on show, and I had to look at some of it on a laptop. Squishmallows on the Jazwares stand was another highlight. There are several strong licences this year with Beetlejuice, Harry Potter and Stitch. As well as the Squishmallows Stitch lines, the Simba plushies have sold very well. With the new live-action film coming out in June, we plan to stock up on Stitch products for the summer. There were some companies that I saw at Toy Fair that I’d particularly like to work with in the future. Canal Toys had some noteworthy products, which I’ll certainly be looking into for this year, especially in the run-up to Q4. The company is doing some interesting social media products where users can use their smartphones to create podcasts and Instagram and TikTok videos, such as the Studio Creator Video Maker Kits. In outdoor toys, Toynamics’ Hape outdoor range is a strong one. We particularly like the magnifying glass and little compass sets, as well as bug finding toys. Trends UK also had some impressive products like telescopes. There was lots to see at Toy Fair and it’s given me plenty of ideas for the year ahead.

Jon Scrivens - Hamlins Toymaster, Berkhamsted, Hertfordshire

really enjoyed Toy Fair. The 2024 product ranges seemed a bit less adventurous than previous years. Rather than taking a big risk introducing a brand-new product to the market, companies were building upon ranges that have been proven to work. For example, Little Live Pets: Mama Surprise from Moose Toys has been a huge bestseller and Moose has built on that success by introducing more characters, knowing that customers would be keen to expand on their Little Live Pets worlds at home. The brand is still in demand. I went to Toy Fair to seek out new ranges in order to build upon the categories we already have in our store, as well as fill in the gaps. I think the Connetix collection of magnetic tile sets is a wonderful range that will offer something new and different to our customers, as well as looking great on shelf. We have always seen strong sales from wooden toys at Hamlins, and carry an extensive range, but I still feel we can develop this category further. I particularly loved the Hape section on the Toynamics stand, especially the fantastic gardening toys. There’s such a variety of lines to choose from, and I love that Hape products are so interactive and tactile – you can’t help but want to pick them up, and I’m sure my customers will feel the same. The Toynamics stand was really inviting, and I was impressed by the attention to detail that goes into making even the smallest items like the mini characters – you can tell Hape is a good quality range. It was great to go around Toy Fair and see all the new introductions. It makes such a difference to see the toys in person. Even the packaging can make or break it for me, so Toy Fair is the perfect opportunity to visualise pproperly how products would look in store.

Toy World 36

Talking Shop Nicola Winn - Toymaster at T&G Allan, Morpeth

e had a really good time at Toy Fair. This was my second time attending. Before we arrived, we compiled a list of all the major suppliers that we work with, like Lego, Playmobil and Orchard Toys, and we went to each stand to see what was new. I thought Orchard Toys’ Peter Rabbit line was brilliant. With lovely spring decorations, it was really eye catching, yet traditional; Peter Rabbit hasn’t changed from the original design. It’s inspired us to place orders for the range and to do a window display with it, which will be perfect for Easter and spring. It’s interesting to catch up with suppliers and find out how, for example, sales differ in different areas of the country and where we need to look at price points. We were impressed by Ty, which is reducing the cost price of its small and medium-sized Beanie Babies. With the cost of living getting more expensive, and customers having to spend more on food, electric and gas, attractive prices are going to be key this year. Toy Fair had a great atmosphere this year. All the characters and mascots walking around bring such joy to everyone. We could only visit for a limited time span due to commitments back at the shop and it was a challenge to book timed slots with everybody that we needed to see. But a lot of suppliers were very understanding and told me to pop along when I could. I appreciated those companies that have arranged for reps to visit us in Northumberland. It’ll be a huge help to get that personal level of service – and be able to show them their sections within the store. A representative from Playmobil visited recently and they’re going to supply a wonderful play table, with toys to demo. I firmly believe toys are meant to be played with, so that’s great – I want our store to be a place for children to explore their imagination and have a fun time.

Simon Steel - Toy City, London

had three days of appointments at this year’s Toy Fair, which allowed me to see some of my regular suppliers and many of the new lines coming out. I liked the Pati-school range on the Epoch stand, a new activity range involving food decoration. Following MGA’s Miniverse Make it Mini Food collectibles last year, I think it’s smart of Epoch to join the social media food trend. Toy Fair was a busy three days for me. As well as seeing existing accounts, it gives me the opportunity to open new ones; if they have a great range at decent price points and margin, and will do an early buy deal on a lowish order to try, I’m in. Last year, there was a significant amount of price cutting, which has put me off committing to too many forward orders in the early part of the year. On the Ty stand though, they had some very competitive price points, which will help us maintain sales without having to compete with constant undercutting. Ty also had some very appealing new ideas. Spin Master had some exciting new stuff too, like the Monster Jam range, which always sells well, and I thought Character Options’ Flying Heroes had a niche design. Jazwares’ Squishmallows had some new additions to the Pokémon collection which I’m sure will sell well. I stock Trading Card Games including Pokémon, Yu-Gi-Oh! and Dragon Ball Z. Lorcana has not performed as well as expected so far, and it’s encouraging to hear that Ravensburger will be bringing out new gateway packs to introduce players to the game this year. I’m looking forward to Book Week though, which is always popular. Much of my stock is ordered from Rubies, who I’ve been dealing with for years, and that will be our first big event of the year in store.

Pat Murphy - Murphy’s Toymaster, Dungarvan

Andrew Olley - City Cycle Centre, Ely

oy Fair was positive, I met a lot of my suppliers such as Flair, University Games, Lego, VTech, Golden Bear and MV Sports, who all had new ranges on display. Golden Bear had some great looking games coming out later in the year, such as Fart Yoga. Last year’s Soccer Bot has been incredibly successful, so I’m hoping they will come up with another must-have. I’m excited about the Baby Republic range of 3D air-dry clay, Okto Clay, and AB Gee had some great new lines in role-play. I was also very impressed with Craft Buddy’s Crystal Art Buddies and Halilit had a science and craft range that looked interesting. Finding new products is always the goal at Toy Fair. It’s important to explore the hall because there’s always a new supplier or a new product to discover. I’m hoping for a good Easter and summer trading. I don’t think there’s going to be a big growth in sales or market this year, but I’ll continue to bring in new products that will excite my customers.

his year, I thought Toy Fair was really good fun. It seemed busy compared to recent years, with lots to look at across the stands. Looking back at my walkthroughs, it was good to see the full Lego range and I enjoyed visiting Asmodee and seeing all its new games for 2024. I also thought the Jazwares’ stand was very impressive with tons of new products. I came away thinking that each of these collections were really inspiring. Games has been a strong category for us at Cycle City Centre, and, as well as Asmodee, I was interested to see lots of new games across many different stands at the show. At Toy Fair, I was looking to see many of the suppliers that we currently carry ranges for in the shop, and make sure I caught up with any that I hadn’t touched base with in a while, like Big Potato. I find it useful to see the full range of products from each supplier – and to see everything in the flesh. Seeing the actual product helps me visualise how it will look in store and how I think my customers will react.

Toy World 38

indie viewpoint Alan Marquis Wharf Post Office, St Ives, Cornwall

Mark Buschhaus and Stephen Barnes Toy Barnhaus

had a good time at London Toy Fair this year and enjoyed visiting all the stands. The Lego range was strong as usual, with some great new lines that will give sales a lift when they come in. I also thought the Spin Master Unicorn Academy range was very impressive. We book as many appointments with suppliers as we can in advance, and this year had productive meetings with companies including Lego, Spin Master, Character Options and Ty. On the Epoch stand, Sylvanian Families had some lovely new lines, as it does every year and we enjoyed seeing Pokémon, Funko and Hasbro. We also spoke with a handful of agencies. When looking at the latest products, I am looking for newness and originality. I also feel quite strongly that there needs to be a separation between technology and toys for the younger age groups. For pre-schoolers, I like to stock traditional toy ranges, rather than anything that is connected to apps or social media. I placed a few orders at the show, but our main ordering will take place at the Toymaster show in May. Toy Fair is worth the trip though, for us to see what’s new and coming up for the year ahead and start to plan.

If you’d like to be featured in the April edition of Talking Shop please contact:

Caroline Tonks – caroline@toyworldmag.co.uk Gabriela Garcia – gabriela@toyworldmag.co.uk Marianna Casal – marianna@toyworldmag.co.uk

Everything’s coming up roses!

e write this month’s column six weeks into the year, and in the middle of the February half term. Trade has been mixed so far this year, with January starting well, but in the second half sales were down year on year. However, the good news is that February started a lot better, and the key week, half term, has been strong so far. Hopefully we should see some growth for the month overall (helped by an extra day as it’s a leap year!)

Looking at our bestsellers, it seems like we have turned into a florist, as our top seller this week (the week of Valentines Day) is a bouquet of roses – made of Lego. We have sold more of those than some florists will have sold real roses! The whole Lego Botanical collection has been hugely successful and has driven strong Lego sales for the first few weeks of the year. The new Pokémon Paldean Fates release has also been very popular. And I know we mentioned it last month, but the Sylvanian Baby Blind Bags have been phenomenal so far this year. In just six weeks, we have matched what we sold in six months last year – this is a line that’s it’s definitely worth getting behind. January was a very busy and hectic month getting around all the trade fairs, but it has been fantastic to catch up with suppliers and see what is coming up. We had a successful visit to London Toy Fair, where we didn’t have any trouble getting on stands. One bugbear this year though was a lack of clear pricing. In the current cost of living crisis, price is one of the most important factors in choosing whether to stock a product, and the majority of stands did not have any pricing on at all - we spent so much time waiting for reps to search through a price list to give us a price. We understand that prices can change, but an SRP on a product saves so much time and helps us decide whether to stock it. We sat through one product demo which seemed quite innovative, but the very last thing to be mentioned was the price, and if we’d known that from the start, we wouldn’t have wasted our time (vastly overpriced, in our opinion). But credit to those suppliers that did have prices clearly marked, including Bandai; that made the process a whole lot easier. We saw some interesting products at Toy Fair and plenty to go after. When we did get down to cost, we found many suppliers have looked at their price points and there were more lines hitting the key £9.99, £14.99 & £19.99 prices, and far less £10.99 and £20.99 lines. We also had a trip to Spring Fair in Birmingham, along with a clearance show at a nearby hotel, and that was a worthwhile trip. We picked up some great offer lines, and there were some suppliers at Spring Fair that did not exhibit in London that it was worth seeing. We visited on Sunday, and it felt busy that day. By the time you read this, hopefully the weather will have started to improve, and our heads will be turning to Outdoor Toys. This is a key category for us during the summer months, and we broaden out our ranges and move them towards the front of the store from around Easter. We carry a wide range of products including pools and associated inflatables; wheeled toys and a good selection of Dolu outdoor lines, including sand & water tables, slides and trikes. There’s also a variety of racquet sets, outdoor games and playballs (filling our ball stands is a neverending task over the summer). The smaller lines will be bought to be taken away on holiday and trips from Easter onwards, so it is good to get them out early. Bring on the sunshine!

Toy World 39

Special Feature

Toy Fair Review

There’s no business like show business London Toy Fair returned to the halls of Olympia from 23rd-25th January for its 70th iteration, welcoming over 250 top toy and game manufacturers and distributors alongside thousands of retailers and buyers. Toy World reports back on a successful, productive, fun-filled three days.

y the time London Toy Fair 2024 opened its doors, Circana had broken the news that the UK toy market was down -5% in 2023. You’d therefore be forgiven for thinking the mood among attendees might have been a little subdued, although in reality it was anything but. Toy Fair, for many, marks the ‘official’ start of the New Toy Year, a refresh and reset for the year ahead that invites everyone to get excited about the 12 months ahead. That sense of excitement was palpable come 9am on the 23rd, as visitors began flooding the halls and companies began showcasing their raft of new toys and games for 2024. The show kicked off with the VIP Press Breakfast, another well-run and very well attended affair thanks to the efforts of Retail PR, the British Toy & Hobby Association’s agency for show communications. The gathering included the unveiling of this year’s Hero Toys. The selection placed strong emphasis on value for money, with 15 of the 27 Hero Toys coming in at under £25. LeapFrog’s Magic Adventures Binocular Camera

was chosen by Toy Fair TV presenter and mother of two, Anna Williamson, as her Top Hero Toy for 2024. With the breakfast concluded, the gathered press officials, including those from ITV Regional News, BBC regional radio, The Guardian, The Daily Mirror, The Sun, The Daily Express and the Daily Star, dispersed throughout the halls to begin their coverage of the show. A number of celebrities were also in attendance, including comedian Michael McIntyre, Ash and Anthony from The Traitors, TV personality and gameshow host Stephen Mulhern and radio presenter turned games designer Matt Edmondson, all promoting new launches including the Michael McIntyre Funko Pop!, Vivid Goliath’s The Traitors Board Game, and Format Games’ Beaver Paradise. Top Gear’s Richard Hammond was also spotted at the show, filming for his TV show, Richard Hammond’s Workshop. However, the biggest celebs were arguably the impeccably well-behaved dogs that starred in Funko’s Loungefly Dogwear fashion show, which drew a huge crowd (and many ‘oohs’ and ‘aahs’, mostly from Toy

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World editor Rachael Simpson-Jones). Dr Zoe Williams, who makes regular appearances as a resident GP on ITV’s This Morning and attended Toy Fair to support the launch of Ravensburger’s Play+ infant toy range, told Rachael that today's busy lifestyles are playing a role in shaping consumer demands among mums and dads. She explained: “Parents are really keen to nourish their children’s development even under modern-day time constraints, which is why ranges such as Play+ from Ravensburger, which pack so much learning and fun into each and every product, are so important. Ravensburger is a trusted name when it comes to toys and is known globally for its innovative designs, so I’m pleased to give Play+ my approval.” When asked if she had a particular favourite among the 30-SKU Play+ range, Zoe – who is mum to two-year-old son Lisbon – highlighted the brand’s Flip & Pop baby books. Featuring colourful illustrations and educational captions, silicone teething-friendly binding, sensory elements and more, the waterproof pages cannot be torn, even by

adults (we tried), making them perfect for robust play and learning, even during bathtime. Zoe also commended Ravensburger’s new Play+ toys for their longevity (many of the products will stay with children for several years, throughout a number of developmental stages), portability and suitability for families living in smaller homes, all of which ease pressure on today’s parents and help kickstart kids’ early development. Entrepreneur, investor and reality television personality Touker Souleyman, meanwhile, was on hand to promote Mood Bears, the plush sensation that stole hearts across the nation when inventor and founder Jo Proud took the colourful characters onto BBC’s Dragons’ Den – and won investment from all five Dragons. The range has since been picked up for global distribution by Tomy. Jo told Toy World that the journey she’d been on with Mood Bears has been ‘a bit of a whirlwind’. “From drawing that first little yellow bear to having five Dragons on board, to Tomy being the global distributor – it’s frankly massive for me. Because creating that yellow bear helped me so much, it gave me a focus. I’ve looked at all this as bringing a smile back to somebody. People lose a smile sometimes, from time to time. It’s important to find that smile and put it back on their faces. That’s what I’m doing and that’s what Mood Bears is achieving.” Touker agreed, adding: “All five Dragons saw the Mood Bears and realised that there was something special about them: there was a story behind the brand and each bear has a story too. Very rarely do you get five Dragons investing and very rarely do you get a business that grows so quickly and secures such a big global distributor. Jo has done an amazing job and hopefully being on Dragons’ Den has helped catapult her business forward a little bit. She has no regrets in having the Dragons on board and now, the brand can grow and start introducing more products into more areas. We’re at the beginning of a long and exciting journey.” The opening day of Toy Fair is always one of celebration, so it was fitting that alongside the BTHA’s celebrations of Toy Fair’s 70th anniversary, other companies and brands also marked their own milestones. Tomy turns 100 this year while Playmobil and Rubik’s Cube both turn 50 and beloved elephant Elmer turns 35: come 4pm, there was more than one party kicking off (and cork being surreptitiously popped). Opening day also saw the presentation of the Best Stand Awards. Basic Fun!, which made superb use of the imposing staircase slap bang in the middle of its stand, took home the award for Best Space Only Stand, while Eduk8 Worldwide was awarded Best Shell Scheme and Gibsons Games was presented a special award for Longest Standing Toy Fair Exhibitor. Holly Lackey, head of Marketing and Licensing at Basic Fun!, told Toy World’s Caroline Tonks and Gabriela Garcia that the team was delighted with how the company’s stand turned out, following early head-scratching at the presence of the staircase. “Our stand designers, 2BP, and I really took the challenge of having a staircase in the middle of our stand head on. I didn’t want to hide it: in fact, I wanted to embrace it and work with 2BP to find a fun way of designing the space so it encompassed the staircase as a focal point. This is such an amazing show to be a part of, so

why not embrace all the people funnelling in and passing through the stand? The whole stand design reflected that Basic Fun! is nothing basic - and all about fun.” Tuesday also saw Simon Hedge posthumously honoured with a Special Recognition Award. This is a new award category introduced by the BTHA, which recognises loyalty, long service, commitment and dedication by individuals within the toy industry. As Simon sadly passed away in June 2023, his family was present to collect the award at a special reception, where his loyalty, dedication and passion for the toy business were celebrated. Simon’s family received a newly commissioned trophy from the BTHA, presented to them by chairman Simon Pilkington in front of assembled colleagues and friends of Simon, who exchanged fond memories and stories over drinks. Simon Pilkington said he was ‘immensely proud’ to be able to present the award to Simon’s family on behalf of the BTHA. “Simon gave so much to this industry in so many ways, and today we acknowledge the great contribution he made to the toy industry during his long career,” he noted. “Simon is the first recipient of the new BTHA Special Recognition Award, and a very deserving and fitting winner of this inaugural presentation.” Of course, the opening day of Toy Fair wouldn’t be complete without the Toy Industry Awards, which this year returned to its usual format: a drinks reception and well-attended, seated awards ceremony. Bitzee, Character Options and Smyths Toys Superstores were the big winners at the 59th iteration of the awards, winning Toy of the Year, Supplier of the Year and Toy Retailer of the Year respectively. In addition, a BTHA Special Recognition Award was presented to department store W J Daniel & Co of Windsor for its outstanding work in the promotion of toys as well as its excellent supplier partnerships. Independent retailers Fagan’s Toys (which played a big role in the pre-Christmas success of Golden Bear’s Soccer Bot) and Midco Toymaster were also presented with Independent Toy Retailer of the Year and Independent Multi-Store Toy Retailer of the Year respectively. Alan Simpson, chairman of the TRA, said: “Our industry works so hard to bring joy and happiness to children. We tackle many challenges along the way and so it is fantastic to come together to celebrate the best of the best. Congratulations to all our winners for 2023.” Any post-party cobwebs were soon blown away the following day, felt by many to be the busiest day of the three from a business perspective. This year, the BTHA was inundated with such demand for space that it had increased the show’s footprint by extending into part of the Upper West Hall, which played host to The Lego Group, as well as Tomy and Spin Master, which both returned to the show after a period away. The upper floor of the show also played host to a number of lounges, including the Toymaster Members’ Lounge, Press Lounge and the BTHA Members’ Lounge, outside of which were displayed the boards for the 2024 Toy Trust Media Auction. The auction sees airtime, digital and printed media slots donated by leading TV channels, digital media and trade journals including Toy World, with the lots totalling more than £100,000 of media space to bid for. The proceeds of

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the auction will be distributed by The Toy Trust among charities helping disadvantaged and disabled children within the UK and abroad. This year, in an unusual and very special turn of events, Playmobil placed the winning bid on every single available media item in celebration of its 50th anniversary. In a post-show press release Toy Trust Committee chairman, Christine Nicholls, said: “We are truly bowled over by Playmobil’s generosity in placing the winning bids on all our available items. This is a special anniversary year for Playmobil, and a unique and wonderful result for the Toy Trust. The Media Auction remains an important fundraising event for the charity and this year’s success will help get our 2024 fundraising off to a fantastic start. I’d like to thank my industry colleagues for their generous bids and of course a special thank you to Playmobil for placing a winning bid on all items in its 50th anniversary year.” Thursday, the final day of Toy Fair, witnessed the return of Influencer Day, when parents and kids with online followings are invited to the show to create social media content and drive brand awareness, while introduced for the first time this year was an exclusive Inventors’ networking lunch, in partnership with Mojo Nation. Among the influencers was Love Islands Nathan Massey, much to the delight of Melissa & Doug’s David Lubliner, who told Toy World all about his experience at this year’s event. “We love being at Toy Fair: it’s always a highlight of our year and it’s great to get all our products together in one place to share the newness with the trade, media

Special Feature

and influencers,” he enthused. “It’s been very successful, and our stand has generally been very busy. We’ve seen everyone we wanted to see in terms of retailers, and when the kids are in on the last day it always adds a bit of colour and excitement to the stand! We’re pleased to be welcoming back Love Island’s Nathan Massey this year. He generated some lovely content for us in 2023 and it was great to thank him for that in person. This year’s new and refreshed launches have been really well received. We’ve added a wooden display spinner to our POS offering for our puzzles, which our indies have been delighted with, while Sticker Wow, our addictive new arts & crafts range, has also been a highlight - visitors have been merrily sticking all over our walls. And of course, our star of the show has been our new wooden Vending Machine, which has been drawing the crowds and become a real talking point. We think this will be a standout item for us coming into the second half of the year.” James Connolly, director of Mojo Fun, echoed David’s sentiments regarding the show, saying: “The BTHA should be rightly proud of this year’s Toy Fair. We’ve had no issues with anything, from delivery of our display items to the construction of our stand, everything has been faultless, and the organisers have put on a really, really good show. We found Wednesday 24th to be the busiest day by far. Footfall definitely seemed higher this year, which I think should be reflected in the BTHA’s official figures. We saw a huge amount of interest in our Quercetti distribution range from buyers, which is great because the company’s products and ethos align very closely with our own. We’ve had some really constructive meetings with current retail customers as well as (hopefully) major new accounts, so we’re going home tired but very pleased.” In the Greenhouse Area, which plays host to smaller companies and start-ups, there was a similarly upbeat atmosphere on day three. Nazneen Yasin of Fabula Toys told Toy World that while she may have welcomed fewer walk-ins this year, the show produced really high-quality meetings. “At the 2023 show I had loads of visitors, but a lot turned out to be a waste of time, whereas this year, I’m already receiving emails from visitors keen to get the ball

Toy Fair Review

rolling,” she explained. “The genuine interest is all that matters. I just need one or two good deals to come out of Toy Fair. Of course, the period immediately after the fair is crucial, as that’s when you’re doing much of the follow-up legwork. I’m really excited about that this year as I feel my repeated exhibiting is paying off. This is my third year at Toy Fair. We’ve had people come to chat with us because they saw us here before and are familiar with us now. It does wonders for your confidence.” Nazneen also shared a lovely story with us. Having nipped off to grab a coffee and a bite to eat, she returned to find someone from fellow Greenhouse exhibitor Alleycat Games demonstrating her products and giving a sales pitch to interested buyers, lest she miss out on the business while her stand was unattended. If that doesn’t give you an idea of how friendly and generous the toy industry is, what will? With the show drawing to a close, exhibitors and visitors alike began reflecting on what they’d seen and heard across the three days. The general sense is that, given the

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challenges of 2023 and those that still remain this year, the safest bets are extensions within existing best-selling ranges. The Toy World team saw plenty of innovation within big name brands, while brand-new launches played it largely safe in terms of play pattern and format. What did seem to be lacking was a craze item, which would be very welcome for Q2/3, though there was plenty within pocket money and collectibles to drive interest and excitement alongside some very attractive pricing and reductions on RRP. There were some notably high-ticket Q4 items, which occasionally raised an eyebrow here and there, but at least all budgets will once again be catered for come Christmas. Kidult is a huge focus for a number of suppliers this year – those that attended the Circana Breakfast Briefing on the morning of the 24th will know it’s one of the biggest growth areas within Toys right now – and Licensed Toys remain strong too (though both categories naturally overlap). Opinions will always differ and how the rest of the year will pan out is anyone's guess, but what is undeniable is the sense of optimism within the trade and the need to dust ourselves down and plough ahead with 2024. As is now tradition, the KidsOut Trolley Dash took place on Wednesday as exhibitors began packing up their stands and turning their attention to Spielwarenmesse. KidsOut, in its seventh year as the show’s official charity partner, brought in more than 80 volunteers on the last day of the show, who scurried around the aisles collecting more than 5,600 toys and games generously gifted by exhibitors, the highest amount received to date. A nod must go to Dolu, one of several exhibitors which went above and beyond in terms of generosity. Steve Richardson, MD of UK & Ireland distributor SJR Sales, explained: “Goksel and Gokhan [Dolu] gave everything on the stand to KidsOut, except for our new Play House: this was our only sample and had to be in Nuremberg the following week!” Overall, Toy Fair 2024 was another resounding success. Majen Immink, director of Toy Fair, commented: “As show organisers, reaching 70 years of Toy Fair is not something we take for granted. A huge thank you must go to all of our exhibitors, visitors and contractors, who have supported the show – not only this year but over Toy Fair’s 70-year history, and who once again made this year’s show so vibrant, colourful and a great platform to kick off the business year. We wish everyone a successful year ahead and look forward to welcoming the industry back in 2025.” Toy World would like to extend its thanks and congratulations to the BTHA and Retail PR on yet another superb Toy Fair, as well as to all the exhibitors and visitors who once again made the event vibrant, uplifting and absolutely unmissable.

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Special Feature

Toy Industry Awards 2023

Toy Retailer of the Year Winners

Fagans Toys - Independent Toy Retailer

Midco Toys - Independent Multi-Store

Asda - Multiple Toy Retailer of the Year

Smyths Toys - Omnichannel Toy Retailer and Overall Toy Retailer

The Very Group - Online Excellence Award

W J Daniel & Co - Judges’ Special Recognition Award

Toy and Supplier of the Year Awards Company

Winning Toy

Category

Haba

Basic Building Blocks – Multicolored

Baby & Infant (0-3 years)

Oppi

Stix

Pre-School (3-6 years)

Franckh-Kosmos-Verlags

Adventure Puzzle – Das Licht im Zauberwald

School Kids (6-10 years)

Fizz Creations

Tetris & Pac Man Arcade in a Tin

Teenager & Adults (10+)

Hoppstar

The Artist instant camera

Start-up

Famosa by Giochi Preziosi

Feber Recycle Eco House

Sustainability

Toy World 47

Opinion Rick Derr

Toy tales:

embracing Letter from America

AI magic for

small retailers 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. Rick’s column this month looks at how, and if, AI can be of use to retailers.

his title is what ChatGPT gave me when I gave it several inputs, including what would be a good title for an article for small business toy retailers? The first title output: ‘Unlocking Growth: How AI Can Revolutionize Small Businesses’ seemed a bit corporate, so I opted for a more fun title; after I added more input (prompts), it gave me a title I felt more comfortable with.

As an AI novice, I was reminded of 2008 when I first struggled to create our Learning Express Toys Facebook business page. What will it mean? How will it work? Do people respond and what content and frequency should we follow? And who will be the key person administering the page? Well, 16 years later, it’s still me! I firmly believe businesses need to try new technology or tools in order to avoid falling behind or worse, going out of existence. Our introduction of Facebook, back in 2012, remains one of the top two events that has allowed us to not only stay in the toy business but to become a major player in the market. Running my first Facebook ad that December showed me this was a necessary step to compete against the giants and build our own audience of supporters. It was the right move - social media is now our dominant marketing strategy and has been for the last decade. So, what is AI? The simulation of human intelligence processes by computer systems which comprises three processes: Learning (the acquisition of information and rules for using the information); Reasoning (using rules to reach approximate or definite conclusions) and Self-Correction. How can toy retailers begin to use these applications? In discussions with several folks that have used or are using AI today, I received three responses, ranging from “Get on it, and use it now!” to “It has some uses but not totally ready yet” to “Stay cautious and steer clear of it”. Let’s first ask ChatGPT what are ‘Small Business Uses of AI’? The results were four areas that I will briefly touch upon based on my own limited use and how we run our toy shop today. 1. Predictive Analytics - AI can analyse historical data and predict future trends, help with inventory management, sales forecasting and risk assessments. 2. M arketing Optimization - analyse customer data to personalize marketing campaigns, predict trends and optimize marketing strategies for better engagement. 3. Customer Service Automation - chatbots can handle customer inquiries and provide support, improving response times and reducing workloads. 4. C ybersecurity -AI security solutions can detect and respond to potential threats in real-time, helping small businesses protect sensitive information and data breaches. Of these four uses, I can see some potential uses locally with No. 1 and No. 2. Here’s how. I search for new trends (within toys, gifts, sensory products, sales growths and declines, globally and domestically) and quickly collect data but AI can then rank and analyse it for me. Yes, you can Google much of this, but it is time consuming, and I would still need to upload and study the information. I also use AI for idea generation; when I start a project or a new endeavour, I ask AI to help me start to

envision and fill in the blank canvas. This allows me to ask other questions and prompts as the project becomes clearer. While I have just begun to use AI for my marketing ideas, I can easily create a profile of a competitor’s customer and see how I might reach those for my business. I can also create images and ads with one or two prompts to save me time and stoke my curiosity. Need a new email format? Just ask and AI will provide examples. The Toy Coach, Azhelle Wade, has spoken and lectured on this subject, including how to invent a toy and show renderings quickly. If you would like more info regarding AI in the toy industry, check out her podcasts or LinkedIn profile. I also had a chance to ask two different 30-year-olds, in two different industries, how they might be using AI. I was surprised to hear their answers. An Online Gaming Industry Producer told me: “We have not largely used AI yet. Perhaps we redesign items or prototypes to see what might fit our game or analyse statistics of game players, but nothing in detail yet.” Meanwhile a Cybersecurity Consultant advised: “Stay away, or at least be very careful. If a company is using AI, we recommend a Closed AI model.“ Closed models prioritize data security and confidentiality, maintaining strict control over internal data access and usage to safeguard sensitive Richard as depicted by AI information. This distinction ensures a higher level of data privacy, particularly concerning personally identifiable or confidential data as opposed to Open AI. Finally, I asked ChatGPT ‘Who is Richard P. Derr of LinkedIn?’ The response? “I’m sorry, there is no widely known or notable individual named Richrd P. Derr.” So, I’m a nobody! Until next time.

Richard can be reached on LinkedIn or by email at LE45@sbcglobal.net. Toy World 48

Feature

Action Vehicles

In the driving seat

In the Action Vehicles category, toy companies are constantly looking for ways to make their vehicles stand out, by incorporating new technology and features or being the first to catch the eyes of fans or collectors and through the use of top licences.

nnovation is leading the way in the category, in which many Action Vehicles suppliers are integrating new technologies and using creativity to attract consumers of all ages through imaginative play opportunities, exciting designs and brand-new licences. Toy companies are also embracing the power of entertainment by using popular franchises, from Formula 1 to Wednesday to Paw Patrol. Mattel has taken one step further by introducing its own new series, Hot Wheels Let’s Race on Netflix, allowing the company to introduce a whole new range to complement the show. One for Fun has added three new vehicles this year to its Formula 1 range: a Mercedes, a Ferrari and a Bugatti. Not only does One for Fun have the benefit that Formula 1 is the highest class of international racing, with miniature replicas appealing to fans and collectors, but the company has enhanced its offering further with the addition of Bluetooth technology to remote controlled models. These are Bluetooth controlled through a phone app creating a modern, innovative and competitively priced product. Not content simply to have pole position in Formula 1, One for Fun also caters to a much broader sector of the market. CEO David Mordecai told us: “We are in such a fortunate position as the sole distributor for Maisto and Bburago, a brand which is constantly innovating and investing in new technology. Being able to cover a wide

variety of age groups from a baby’s first car to vehicles for the serious collector and everything in between is a huge plus. We have all the marques that everyone wants, from the big names in Formula 1 to the most desirable off-road vehicles to classic tractor names; we have cornered the market on the vehicles everyone wants. For toddlers, we are introducing the Shake Shake Runner Set under the BB Junior brand, setting youngsters off on the right track. We will also be introducing electric vehicles from VW with their very own charging point.” Bruder Spielwaren is best known for its 1:16 scale model vehicles, and the company has seen demand rising steadily in recent years. This year it is expanding its leisure segment with the Jeep Wrangler Rubicon Unlimited and the Range Rover Velar, both ideal for off-road and

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outdoor adventures. To add to the collectability and play value, new bworld figures, the characters in Bruder’s world, have been created to accompany the vehicles and extend the play possibilities – there’s a kayaker to go with the Jeep and four figures to sit inside the Range Rover. Julia Meyer, Marketing manager at Bruder, commented: “Bruder brings ‘just like the real thing’ to children’s bedrooms. We don’t produce typical action vehicles – the action is created by children with the activities or action play they use the vehicles for. Bruder cars give them enormous scope for creativity, like going whitewater rafting

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Feature

Action Vehicles

with a kayak in the bathtub or mountain biking over the sofa backrest. Kids can have an adventure in the playground with the allterrain Jeep Wrangler or get a bit more comfortable with the Range Rover Velar.” Simba Smoby has found that its miniature vehicles not only appeal to car fans but also to fans of TV shows, thanks to the licences applied to its ranges. New from Jada Toys are the 1:24 scale Spiderman Buggy, Wednesday Volkswagen Beetle which comes with a diecast Wednesday figure, Hulk Big Rig and Looney Tunes Chevy El Camino with a Taz figure. From the world of anime, which has a growing and enthusiastic fanbase, Simba Smoby has also introduced One Punch Man, Naruto and Tokyo Revengers vehicles. Spin Master has adopted the monster truck trend with a Monster Jam licence, offering collectible 1:64 and 1:24 assortments. Monster Jam is an adrenaline-filled spectacle

which will be arriving in Birmingham for the first time ever this March. In previous years, the event has attracted tens of thousands of fans at each show. For 2024, Spin Master has expanded the range with a Megalodon Loop of Doom playset. Proving that licensed vehicles don’t just appeal to collectors, Spin Master also caters to pre-schoolers with its popular Paw Patrol Pup Squad Racers. Pat Avenue’s portfolio encourages more traditional imaginative play opportunities for little ones. Available from Easter 2024 is Motor Town, a high-quality, collectible pre-school brand. Packs of vehicles and a Fire Station play set fill the entry price point category, whilst the My First Garage play set is predicted to be the core line with a unique pack away and carry design that will appeal to parents. Multi-level garage play sets and new developments are also coming soon. Although it’s been seven months since the release of Teenage Mutant Ninja Turtles: Mutant Mayhem, the TMNT licence remains strong. Both Character Options and Funrise have embraced the brand’s popularity in their 2024 line-ups. Character Options’ Rocksteady Chopper Cycle is authentically detailed to look just like the vehicle from the movie. To add to the fun, the vehicle also comes with a Rocksteady action figure. As for Funrise, the company will be adding to its already established TMNT range with the Sewer Shredders, pull back TMNT figures on skateboards, joining the remote control Half Pipe assortment and RCpowered Cowabunga Skate which carry forward. Mattel’s Hot Wheels is one of the most established and popular action vehicles brands which has been maintaining its high position in the category for more than 50 years. This month, the Hot Wheels Let’s Race series will be released exclusively on Netflix and is expected to bring

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even more excitement to the next generation of fans. To complement the series, new playsets will be added to the city range including Bat Loop Attach Playset, Ice Cream Shop and Snake & Pizza Attack Shop, all designed to encourage imaginative play. In addition, this year Mattel has expanded on its monster truck collection with the 1:64 scale Monster Trucks Monster Rigs which match the real-sized version seen at its live monster truck shows. The company has also introduced a new Hot Wheels Skate range in partnership with skateboarding legend Tony Hawk. “Although a classic category, we are always bringing innovation and creativity to inject fresh excitement and give the classic play experience a fun new twist. Hot Wheels diecast car is the No. 1 selling toy in the world, and we continue to maintain this position by bringing newness to the category with exciting innovation,” explained Kelly Philp, Mattel UK Marketing director. “The biggest opportunity in this category is to expand into new segments, but the opportunity for Hot Wheels is to build the brand into a multi-channel play experience with segments from gaming, digital and automobile parts to licensed apparel, merchandise and live events. This franchise approach allows us to bring the brand to kids and adults expanding their Hot Wheels experience.” Keeping the wheels turning on its 2024 developments, Mattel has introduced plastic-free packaging to its Matchbox range for the Tow & Repair Truck and the diecast Audi TT RS Coupe. HTI has also placed importance on environmentally friendly packaging. “Embracing eco-friendly practices and incorporating sustainable materials in the manufacturing process not only resonates with environmentally conscious consumers but also sets brands apart in the market,” stated HTI’s Nancy Fielden. HTI’s big theme for 2024 in this category is pirate ships, another exciting adventure play pattern for kids. The company has already received a “remarkable” reaction to its autumn/winter 2024 Teamsterz Beast Machines Pirate Ship, which boasts numerous innovative features including cars which can be launched from its chomping jaws and sails that transform into a racetrack. HTI’s longstanding partnership with JCB further enhances the appeal of Teamsterz products. This collaboration not only attracts construction enthusiasts but also ensures that Teamsterz items stand out on shelves and drive sales. Nancy added: “We continuously invest in product innovation and development to ensure that our Teamsterz range remains fresh, relevant and competitive in the market. We actively listen to customer feedback, monitor industry trends and collaborate with suppliers to introduce new features, designs and technologies that resonate with consumers. By supporting both retailers and our products, we aim to cultivate strong partnerships, drive sales growth and deliver exceptional value to consumers. Our commitment remains steadfast as we work closely with retailers to achieve mutual success.” Another stand-out collectible brand in the market is Magic Box’s Superthings line. The Superthings IP has boomed over recent years with the help of YouTube videos creating story lines for the everyday objects which transform into superheroes and supervillains. The hundreds of thousands of views the series receives help to drive sales for the pocket-money toys, with which kids can play along as they build a collection of their favourite characters. Over the next few pages Toy World takes a look at the many exciting developments in the Action Vehicles category this year.

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Action Vehicles

Mattel 01628 500 000 | www.mattel.com

In 2024, Mattel has a strong line up in its Action Vehicles portfolio with Hot Wheels and Matchbox. Hot Wheels diecast is the world’s No.1 toy with fresh new cars to collect in every mix. Hot Wheels continues to strengthen the brands credibility with collectors and fans through the successful Hot Wheels Legends Tour, which will be returning in 2024, dates to be confirmed. In 2024, Hot Wheels will introduce the new Hot Wheels Skate range, where Hot Wheels and skateboarding legend Tony Hawk have teamed up to create an epic fingerboard collection. Each fully assembled Hot Wheels fingerboard comes with a pair of removable skate shoes, designed to keep fingertips in place when learning to shred. The range also includes Multipacks and Hot Wheels Skate Rippin Tricks Eight Pack. Also within the range is the Tony Hawks Cereal Skate Pack, which invites fingerboarders to skate through a cereal bowl, performing vert tricks on the cereal box before grinding the rail at the top for a surprise trophy reveal. It includes one exclusive fingerboard and removable pair of skate shoes, with storage for four boards and four pairs of shoes. New playsets will be added to the city range, which links to the new Netflix series Hot Wheels Let’s Race. The Bat Loop Attach Playset, Ice Cream Shop and Snake & Pizza Attack Shop, all feature track play details to inspire storytelling adventures and can connect to other Hot Wheels City sets for open-ended play. The Monster Trucks collection expands with Monster Trucks Monster Rigs 1:64 Assortment. Each die-cast truck captures the style and personality of a fan-favourite Monster Truck character or creature in 1:64 scale. By adding the six massive wheels, this rig can also transport an additional Hot Wheels Monster Truck with either a tow hook or on the flatbed. Also in the Monster Truck segment are the Arena Smashers - Shark Trap and Rhinomite’s Chargin Challenge playsets. Matchbox continues to innovate, bringing in plastic free packaging to its range this year as well as moving into large scale vehicles with the Tow & Repair Truck. This includes a working crane that kids can use to pull 1:64 scale vehicles onto the truck for service and one Matchbox die-cast Audi TT RS Coupe.

Hornby sales@hornby.com Hornby Hobbies believes in the power of play to inspire, educate and entertain, with its action vehicles designed to ignite imaginations and elevate playtime. Scalextric’s new Batwheels products are a pre-school Batman spin-off, featuring all the favourite DC Batman heroes and villains. Available in summer 2024, the Micro Scalextric Batwheels Bam vs Joker Battery Powered Race Set and My First Scalextric Batwheels Batman vs Robin Battery Powered Race Set are suitable for children ages three and up and offer an introduction to slot racing and to Batman for younger fans. Licensing agreements with popular franchises have further expanded the appeal of action vehicles by featuring beloved characters. Available now, Corgi’s Stingray model was tooled to celebrate the 60th anniversary of Stingray. Designed to be the retro toy that was never released in the 1960s, the model features firing torpedoes for the first time in die-cast. The new James Bond 007 – 261 Aston Martin DB5 will be introduced in summer 2024. To celebrate the 60th anniversary of Goldfinger in 2024, this new release is in the iconic Silver Birch finish of the real car for the first time ever. Airfix Starter Sets are carefully designed to guide children ages eight and up through the building steps as they replicate icons in history, both educating and unearthing incredible passion for a host of subjects in the process. The award-winning collection of Starter Sets now includes a new scale of cars, the 1:43 super cars. Available now, the Bugatti Chiron includes 39 easy-to-build coloured parts, while the Pagani Huayra has 33. Each piece is designed with exceptional detail and all Starter Sets include painting guides, water-based acrylic paints, a brush, glue and decals. For the younger modeller, Quickbuild’s exciting range of glue-free, easy to assemble models is suitable as an introduction to modelling for children ages six and up. With a wide range of licensed kits across aviation, cars and tanks, including the Lamborghini Aventador, Ford Mustang GT and McLaren P1, Quickbuild’s products offer unforgettable experiences of fun, learning and bonding. Finally, Hornby’s new Playtrains High Speed Train Set is coming in October 2024. Aimed at children ages five to eight, the new set allows children to unleash their imaginations and engage in hands-on learning experiences with an easy build track system, multiple sounds, working lights and a battery-operated infrared hand controller to run the train forward and backwards at various speeds. Playtrains is the perfect starter set for children, who can further add to the set with a range of track and building accessories to allow them to create their ultimate model railway world.

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Action Vehicles

Magicbox 01293 222 500 | sales@magicbox-toys.co.uk Magicbox gears up with the SuperThings Turbo Warriors and T-Racers Mix ‘N Race vehicles. The SuperThings Turbo Warriors offer two-in-one, battleready fun, with two to collect that kids will be able to convert easily from robot to vehicle. Rallying for the hero’s side is SuperThings Turbo Warrior Power, who will go head-to-head against the Turbo Warrior Speed. Turbo Power can be piloted by the exclusive SuperThing Lancelord, with his double blade weaponry, and transforms from robot to super car. Piloted by Morgus Laser and armed with his shooter, Turbo Speed transforms into a rapid motorcycle. The all-new T-Racers Mix ‘N Race vehicles have a unique system that retains the brand’s status as the only collectible vehicle brand with Mix ‘N Race function. Fans already have 36 new, super-detailed designs to discover in SS24, with Wave 2 on the way for AW24. Launching alongside the second wave will be the T-Racers Mix ‘N Race Thunder Truck. Not only will kids be able to use it to store and transport their Mix ‘N Race vehicles, but it also has a Mix ‘N Race area which connects and creates new vehicle combinations. There is also a launcher, which fans can use to fire their newly formed vehicles into action. The Mix ‘N Race Track Playset: Volcanosaurus Loop launches in the autumn and is an actionpacked playground for kids to play with their Mix ‘N Race cars.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Master is racing into March with a range of action vehicles for all ages. The Paw Patrol Pup Squad Racer vehicles are smaller scale vehicles available for pre-schoolers to bring their own adventures to life. Kids can join in with Chase and the pups for special rescue missions with these action cars. All six Paw Patrol characters are available to collect, and fans of the show can enjoy these vehicles ahead of the brand-new Paw Patrol theme launching later in autumn/winter 2024. Monster Jam is going full throttle with a brand-new playset in 2024; the 1:64 scale Megalodon Loop of Doom. Kids can launch into the Loop of Doom with the included exclusive 1:64 Megalodon truck complete with details from the original fan-favourite truck. Kids can replicate their favourite stunts and create bigger and better action as they add more vehicles to their collection with the refreshed assortments of die-cast Monster Jam vehicles. These replica monster trucks feature more details and graphics than ever before, meaning the high-flying and car-crashing stunts never stop. Kids can also collect the 1:64 scale assortment, which is just like the real thing. For those who want to go big, the 1:24 scale die-cast assortment trucks are ideal for kids to recreate their very own Monster Jam event at home, with all their favourite Monster Jam trucks to collect.

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toys • jouets

spielwaren

BY BRU DE

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just like the real thing

MAN

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

www.bruder.de

Action Vehicles

One For Fun www.oneforfun.com | sales@oneforfun.com One for Fun is the distributor for Maisto and Bburago, enabling it to meet all diecast and R/C needs and featuring exclusive access to prestige marques from Ferrari to Ford and from Porsche to Lamborghini. The unique appeal for retailers of Maisto and Bburago is this exclusive access to all the Formula One vehicles as they become available for licence; Ferrari, Red Bull, Mercedes, Porsche and McLaren are only available from One for Fun in the UK. A 2024 highlight for One For Fun is the highly detailed model of the RB18 car, driven by Max Verstappen. The Max Verstappen Champion GP Selection Pack contains four intricately crafted replicas of the official F1 Red Bull Racing vehicles driven in 2023. The 1:43 scale diecast recreate the distinctive shape of the F1 car, capturing every aerodynamic curve and line as seen on the official vehicle, with authentic sponsor and race decals. For collectors, the company produces a range in hard cases for display. An entry vehicle range for remote control is the new 1:41 Mini Metal Die-cast Bluetooth. With a Bluetooth 5.0 frequency, the car can be controlled using a smartphone or tablet through an app, taking remote control cars to a whole new level. Digital proportional speed control allows for precise and responsive movements at a maximum speed of 6.5km/h, and realistic sound effects can be played through the app. Working headlights and a fast and easy charging time of 30 mins means lots of racing time before a stop. There are three vehicles in the range: a Ferrari FXX-K Evo, Mercedes G Class and RC Bugatti Chiron. New for 2024 are more farm vehicles, extensions to the Mini Working Machines range. One For Fun has some of the most sought-after marques, including Massey Ferguson, Fendt, Valtra and New Holland. There will be lots of new R/C, including the massively popular off-roaders, Brocky and Rock Crawler. The BB Junior range offers a first step into R/C, with the brand-new Junior Emergency Team Shake Shake Runner Set. Kids simply assemble the track, shake up the vehicles and go.

Simba Smoby 01620 674 778 | sales@simbasmoby.com Simba Smoby Toys UK has an action-packed line-up of motorised, diecast and RC vehicles for 2024. Diecast vehicle brand Majorette turns 60 in 2024, with special anniversary edition packs. The first ever 1:64 scale assortment offers six classic numbered cars to collect, with the Five Piece Giftpack ideal for diehard diecast fans. The Deluxe Assortment comes with branded metal tin boxes. These cars feature all the intricate detailing one has come to expect from the Majorette brand, including suspension, opening doors and rubber tyres. Jada’s Pink Slips will deliver more fast thrills, taking inspiration from Fast & Furious and the driving game Street Racing Syndicate, where drivers race for the ownership documents of their opponent’s vehicle. Due to the success of the launch of the 1:64 scale in 2023, Simba is adding both the 1:32 assortment and an evolving range of 1:24 collectible die-cast vehicles this year. In the new Jada RC lines, the 1:24 scale Spiderman Buggy, with iconic blue and red paintwork, fun web detailing and folding windshield, features full function RC, turbo function and is operated with the branded remote. The Time Machine 1:16 RC has authentic styling, operational lights and a time boost button for a burst of speed. Jada’s Hollywood Rides portfolio now includes the Wednesday Volkswagen Beetle 1:24; a detailed replica of the car from the show with a diecast Wednesday figure. The new Hulk Big Rig 1:24 and the Looney Tunes Chevy El Camino with Taz Figure 1:24 join the collection, and from the world of anime, One Punch Man, Naruto and Tokyo Revengers all feature in new lines.

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Action Vehicles

Bruder (353) 67 63800 | www.bruder.de Bruder will be expanding its assortment of products in the leisure segment this year. A new set from Bruder is the Jeep Wrangler Rubicon Unlimited, which includes a floatable kayak and a bworld kayaker figure. This model is in the Bruder-typical scale of 1:16. The SUV offers a wide range of functions, suitable for children aged four and up. In addition to the two-part detachable segment roof, the bonnet, the rear door and all four side doors can be opened. The vehicle provides enough space for four Bruder bworld figures and for additional space and accessories, and the rear seat can be removed. For off-road adventures, the Jeep comes with tread tyres and chrome wheel hubs and has an appealing SUV design plus spring-loaded front and rear axles. The fully steerable front axle can be turned using the Bruder steering wheel extension which is stored on the bottom of the vehicle. The kayak attached on the roof rack is easily removed. Suitable for indoor and outdoor use, the kayak is floatable and the included bworld kayaker figure wears a removable life jacket and helmet. The Range Rover Velar can be taken on outdoor action and adventures. The sports car in elegant blue, with newly developed rims, stands out visually and the front and rear axles turn with the Bruder steering wheel extension. The tailgate and all four doors can be opened, offering plenty of space for equipment or four bworld figures. The rear seat is also foldable for additional storage space. The 1:16 Velar adopts many functions and has a detailed design, equipped for playtime with kids aged four and up.

HTI 01253 778 888 | www.htigroup.co.uk Since its launch in 2022, the Teamsterz Beast Machine range has achieved continuous success, leading to the range extending its offering with new market trend driven products each season. New for AW24 is the Teamsterz Beast Machine Pirate Ship. This vessel allows for the simultaneous launch of multiple cars. The sail undergoes transformation, converting into a racetrack powered by two skull launchers that propel playtime to new heights. Kids can uncover the treasure chest within the ship’s storage compartment, adding an extra element for imaginative play. AW24 also sees the introduction of the Teamsterz Colour Change Brain Wash Playset. Kids simply load the car, squeeze the brain and witness the colour-changing car transform with a splash of icy or hot water. Pulling the lever activates the launch system and sets the crazy eye into a spin. This play set offers an immersive experience, merging excitement and creativity for young minds with a blend of technology and play. HTi is pleased to be continuing its partnership with JCB. This autumn/winter, Teamsterz is excited to further increase the My First JCB range of products with the My First JCB Tumbling Tower. The three-level tower is made for small hands with a chunky rounded design. Children will enjoy tipping the Tiny Tumbler at the top of the tower and watching as it spirals down the ramps. Teamsterz now boasts 18 categories and over 10% growth year on year, with additional media investment for 2024 and further exciting innovation for 2025 across all categories.

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Action Vehicles

Funrise www.funrise.com | salesuk@funrise.com Following the success of consumer products at retail, aided by the release of the TMNT: Mutant Mayhem movie, Funrise will be launching new extensions to its TMNT range this year. The hero item from the range is the Sewer Shredders, pull back TMNT figures on skateboards. These come in the classic style, as well as the Mutant Mayhem stylisation, featuring all four turtles in both versions. Sewer Shredders will have a lower retail price point of £7.99, driving volume for retailers, and will be supported with a TV campaign for the spring. In RC, the Half Pipe RC assortment and RC powered Cowabunga Skate carry forward, with new extensions in the RC area. This includes an all-new Raphael action vehicle, linked to the follow-on series airing on Paramount+ later this year. Funrise will have a Q4 focused campaign comprised of TV and YouTube pre-roll to focus on RC. Within the classic segment, The company will launch an all-new range of Rev Up Racers, with the Turtles behind the wheel in Rev Up powered cars. Kids can charge up and release to watch them zoom and turn. There will also be the release of Shellblazers, which sees all four Turtles on ATVs that have a pull back and release feature. Funrise has a variety of different options for retailers at the sub £4.99 price point in this vehicle space for TMNT.

Pat Avenue 01604 678 780 | enquiries@patavenue.co.uk Motor Town is one of the latest ranges to be added to Pat Avenue UK’s brand portfolio. Motor Town is a push-and-go vehicle and playset line for little ones aged 18-months and up. The set offers quality, value, collectability and great playability at a missing price point in the category. The cute and chunky free-wheeling cars can be raced around a series of feature-packed playsets, including a two-level Fire Station that has two slopes and a parking garage to house the fire truck vehicle. Kids can race to the rescue, crashing through flame and water obstacles. In AW24, pre-schoolers will be able to load their Motor Town vehicles up on the Transporter Trucks. There’s a Fire Truck and Road Action Truck to collect. Each comes with three vehicles included but will carry up to seven cars. Both Trucks feature a top landing pad for the helicopter to land. For more details, please get in touch via the contacts above.

Character Options 0161 633 9800 | sales@charactergroup.plc.uk The Teenage Mutant Ninja Turtles: Mutant Mayhem Rocksteady Chopper Cycle is new from Character Options this season. UK-based Turtles fans can continue to celebrate their fandom off-screen with this latest addition to Playmates’ Master Toy line. The Rocksteady Chopper Cycle is based on the Teenage Mutant Ninja Turtles: Mutant Mayhem blockbuster smash hit and is authentically detailed to look just like the vehicle from the movie. The low-riding, skull-crushing Chopper Cycle comes with an exclusive, removable, helmetwearing Rocksteady action figure. As opponents approach, kids can press the fin on the side of Rocksteady’s Chopper Cycle to launch twin missiles in their direction to knock them down and knock them out. For more information, please get in contact via the details above.

Toy World 62

Special Feature

Playmobil

Playmobil invites everyone to ‘Join the Party’ As Playmobil prepares to celebrate its landmark 50th anniversary, the toy company is preparing to roll out a raft of party-themed activations and events that everyone can get involved with. Rachael Simpson-Jones caught up with head of Marketing, Jamie Dickinson, to find out how Playmobil has remained relevant throughout the years and what the future holds amidst the ever-evolving toy landscape.

Jamie Dickinson

here are a number of toy companies and brands celebrating anniversaries this year, but at 50 (and nifty as ever) Playmobil definitely has something to shout about. According to Jamie, who’s been with the company for 17 years and counting, the landmark anniversary is a testament to fact that Playmobil has always had a winning formula – and has stuck to it for the past five decades. “A gentleman named Hans Beck designed the first Playmobil figures way back in 1974: a Knight, Construction Worker, and a Native American,” Jamie explains, when asked how the company came into being. “They were posable, could sit, stand, ride a horse. Brandstätter, the company that owns Playmobil, took Hans’ idea and ran with it and for the past 50 years the figure has remained central to everything the company does, even while Playmobil built out the world around them with cars, planes, police stations, schools, farms and so on. There might be the odd animal-themed set here and there that doesn’t include any, but generally speaking, the vast majority of sets we produce will always contain at least one figure.” When I say Playmobil has stuck to its formula, I mean it. Even today, if you were to come across an original 1974 Playmobil figure, you’d find it compatible with modern-day

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play sets and accessories, and if you took a figure produced last week, you’d discover it’s compatible with all the 1974 accessories. The look of the figures may have changed a little, and the range has undoubtedly become much broader in order to fully represent 21st century societies, but what makes a Playmobil figure a Playmobil figure has remained fundamentally the same. This, Jamie says, is why there’s a lot vintage Playmobil lurking in the lofts of parents and grandparents across the country, waiting to make its way back into the toyboxes of today’s kids. Generally speaking, Playmobil’s themes can be divided into two groups: fantasy (think princesses and dragons, fairies and mermaids) and everyday (zoo, water park, grocery store, circus). Because of this, Playmobil has found that its toys particularly resonate with neurodiverse children who find the immersive role-play opportunities they provide to be therapeutic and instructive. Parents and grandparents use Playmobil sets within the familiar surroundings of their own home to help children understand and cope with upcoming life events, such as a trip to the hospital or arrival of a sibling, which builds even more trust and respect for the brand. Jamie adds: “We’ve even heard lovely stories about neurodiverse children that have said their first word while having fun with Playmobil.” What also sets Playmobil apart from many other toy

companies is the fact that from the beginning, its toys have been made in Europe (with the exception of some electronic elements). All Playmobil figures as well as the Junior range – previously called 1.2.3 until it was rebranded for 2024 – are manufactured in Malta, while almost everything else comes out of Germany. The figures may look simple, but they’re surprisingly complex in their design and execution. The faces, for example aren’t painted on: the eyes and mouth are injection moulded and therefore will never rub off. And while ‘imitation’ is quite commonplace within the toy industry, the look and feel of Playmobil is not something you tend to see replicated by other companies, even while strolling the halls at some of the bigger, more global shows.

Hans Beck Playmobil’s 50th anniversary celebrations will run throughout the year, with the ‘Join the Party’ strapline reflecting the jubilant atmosphere the company is setting out to create. Readers of Toy World will no doubt be aware that when it comes to retail relationships and customer service, Playmobil is up there with the very best – the retailers we talk to frequently highlight the company’s commitment to providing unparalleled support and it’s ‘above and beyond’ ethos. I relay this to Jamie, who is understandably pleased by the feedback and tells me it’s nice to hear that Playmobil’s efforts are both seen and appreciated. “We do feel we’re strong in our retail support and every year we try to produce outstanding assets and display materials for our customers,” he says. “Our ‘Join the Party’ strapline is the golden thread that runs throughout the entire year – who doesn’t want to have a party? We’re inviting everyone to get involved and tell us what they need to make it the biggest celebration ever.” Options include in-store 50th anniversary parties with play tables and party stock, colouring-in zones, goodie bags and party hats, as well as giveaways, competitions, costume character visits, posters, banners, balloons and the iconic giant Playmobil figures, which always provide great photo opportunities. Jamie emphasises that nothing is off the table: if you have a space where a party can be held, then Playmobil can help organise one. The party vibes will also be coming to consumer events. Playmobil is once again the headline sponsor at the popular, family friendly Gloworm Festival, where parents and kids will be invited to celebrate with Playmobil on the main stage and in its enormous marquee. Behind the scenes, meanwhile, the company’s employees will be raising a glass in the summer wherever they are in the world. Playmobil has even created a way for consumers to share their Playmobil memories on

social media, using the hashtag #Playmobil50. Relevance lies at the core of Playmobil’s product development and launch strategy for 2024. Its broad portfolio of toys and themes means that over the years, some introductions have been an instant hit while others have been allowed to quietly drift away (something that is true of all toy companies). In more recent years, Playmobil has gone back to its roots, focusing on core, evergreen themes it knows kids love - emergency services and animals, for example – and serving them up with a modern twist. Those who viewed the range at Toy Fair will have noticed its strongly traditional leaning. New ranges include modernised sets within Pirates and Country and fresh fire and hospital themes – described by Jamie as ‘big hitters’ - alongside the newly rebranded Junior range and more recent introductions such as Horses of Waterfall (horses, of course, being yet another evergreen theme). Jamie tells me: “Childrens’ play patterns might be a little different in 2024 than they were in 1974, but children still enjoy getting on the floor and playing with police cars and princesses and horses and boats, while using their imaginations to dream up fantastical scenarios. Not everything has to involve technology or screens: our consumer-centric approach means we know what works – and what works for us is remaining future-focused yet true to the brand.” A consumer and father of two young kids himself, Jamie is also aware that current economic conditions mean shoppers’ expendable income has taken a hit this year, while many are still recovering from the Christmas period. Playmobil is therefore ensuring that the price of its Q1/2 launches skew towards the lower end of the spectrum, with the size of play sets (and their price tags) increasing into Q3 an Q4. Not only does this strategy help consumers, it helps retailers too, especially indies with limited shelf space that can’t afford to have big-ticket items sitting around for months. To this end, Playmobil’s new 50th Anniversary ‘Join the Party’ range, available now, sits comfortably within the gifting bracket, with an RRP of £14.99 for each of the six sets: Mermaid Birthday Party, Mini Golf, Animal Feeding, Costume Party, Knight’s Birthday and Researchers with Robots. The new Pirates range showcased in London, meanwhile, is launching in two waves, the first of which won’t break the £50 barrier. Having rebalanced its marketing approach around 18 months ago in response to the ever-evolving marketing landscape, Playmobil will be using a range of mediums to advertise its new launches for 2024. The company works with kids and family marketing specialist Havas Entertainment to analyse consumer data and place its products in the corresponding channels. Jamie says sponsorship works particularly well, which allows Playmobil to drip-feed brand messaging every ad break on certain channels and keep awareness high. TV has been cut back: where once upon a time the company might have TV advertised 15 ranges, nowadays its more likely to be four or five carefully selected lines. This activity is bolstered with plenty of digital advertising that highlights the fact all Playmobil toys work together, and figures can be used with any accessories kids please. If a child thinks their Father Christmas figure could deliver presents quicker by using a Playmobil plane, there’s nothing stopping them filling their boots (or should that be stockings?). Other ranges are more suited to social media marketing, such as the Junior range. Designed for infants and toddlers, messaging needs to target parents, whereas more traditional ‘blue box’ Playmobil is more likely to be spotted and asked for by kids.

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Junior is a big focus for Playmobil in 2024. Not only has it undergone a major rebrand, but it’s also now made from sustainable biobased materials. Sustainability, along with tradition, is something Playmobil has been exploring for the past two years, having kicked things off with the Wiltopia range, which is made primarily from recycled fridges. This material has since made its way into Playmobil’s Farm and Horses of Waterfall ranges and will continue to be rolled out across the whole portfolio, until all ranges are made from either the 80% recycled material (on average) or the even more sustainable 90% biobased material (on average) currently used in the manufacture of Junior. In just two years, Jamie notes, Playmobil has gone from just one sustainably produced range to seven, and the company aims to have switched everything over to one of those two materials within the next four years. While it’s celebrating the past, Playmobil is also undeniably considering the future. Speaking with Jamie, I can’t help but pick up on an overwhelming sense of pride, optimism and excitement in what lies ahead for Playmobil. The 50th anniversary reflects the heritage and longevity of this beloved brand, and while no one will ever know with any certainty what the future holds, Playmobil’s tried and tested formula certainly stands it in good stead for the next 50 years and beyond. “We really do want everyone to ‘Join the Party’ this year, and to mark this incredible achievement with us,” reiterates Jamie as our conversation draws to a close. “We invite all our partners and consumers to dig out their vintage Playmobil, get involved and share in the fun. It’s not every day we have such good reason to celebrate, and after all - what’s a party without its guests?”

fre FRESH THIS MONTH:

Barbie Colour Change Mermaid

Mattel

01628 500 000 www.mattel.com

Barbie has added new products to its Fantasy segment with the new Barbie Colour Change Mermaid doll. Designed with beautiful detail from head to fin, the Barbie Malibu doll has 7.5”-long pink hair that kids can brush and style. Kids can witness the colour transformation when the Barbie Colour Change Mermaid doll is dipped into icy cold water, which turns her hair, bodice and tail purple. When dipped in warm water, they will see her change back to her original bubblegum pink. The doll comes with a raft of with accessories including a headband, choker and a floral necklace plus a mini dolphin friend. The new doll follows the launch of the Mini BarbieLand range, which was announced at Spielwarenmesse 2024, and introduces the brand’s most iconic dolls, vehicles and play sets in a much smaller version. It has also been announced that the new Barbie Touch of Magic series is also set to be released on the free-to-air children’s television channel Pop.

GraviTrax Go

Ravensburger

01869 363 830 • www.ravensburger.com Launching this month, GraviTrax Go provides a new entry point to the GraviTrax interactive marble run system. Compatible with other items in the Ravensburger range, GraviTrax Go sets include over 35 components, enabling children from the age of eight years to design and construct their own mini marble run tracks or combine the pieces with their existing GraviTrax collection. The self-contained sets are an ideal size and accessible price point, offering an easy introduction to the award-winning system or for existing fans to take-along on their travels. Available within the launch collection, the GraviTrax Go Flexible and GraviTrax Go Explosive sets each include an Action Element to bring excitement to track designs and as well as a selection of ‘challenges’ to inspire children’s problem-solving skills. Like all GraviTrax products, GraviTrax Go sets offer a wealth of STEM learning benefits and unlock the unlimited fun of the GraviTrax universe.

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esh Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: Bandai, Creative Kids, Eco Wood Art, Hey Hugo, Just PLay, Mattel, IG Designs and Ravensburger.

Puppy wooden construction kit

EWA Eco-Wood-Art

www.ewaecowoodart.com sales@eco-wood-art.com For over seven years, Eco-Wood-Art (EWA) has specialised in producing high-quality wooden 3D mechanical puzzles, wooden jigsaw puzzles and wooden interior maps. During this time, it has produced more than 150 unique models for more than 40 countries around the world. EWA is dedicated to providing its customers with highquality, sustainable puzzles that challenge and inspire creativity. EWA regularly releases new models to delight its customers. The first new product of 2024 is the wooden mechanical construction kit, Puppy. An engaging and rewarding activity for both children and adults, this kit features an impressive 220 parts that, once fully assembled, create a charming puppy figure. This kit provides an opportunity for individuals to engage in a fun and educational construction project, fostering creativity, fine motor skills and problem-solving abilities. The set includes instructions, parts and tools for assembling the model. After assembly, the puppy can be wound up to make it walk and wag its tail. The finished puppy figure serves as a delightful keepsake or a unique decorative piece, making it a rewarding project for constructors of all ages.

Nickelodeon Slime

Creative Kids

07827 880 159 • www.creativekids.com Creative Kids Group has inked a deal with Paramount to manufacture and distribute Nickelodeon Slime products globally, bringing the brand’s iconic green goo to shelves this year. The new product line-up by Creative Kids will include on-trend pre-made jars, DIY kits, novelty toys, science kits, game sets and outdoor toys. Under Creative Kids, Nickelodeon Slime will be available in more than 40 countries including the US and UK and throughout Europe, Asia and South America. The first wave, launching spring 2024, will include six sweet scents, such as Lavender Boba, Pink Lemonade and Marshmallow Dreams, in a variety of Slime types including Bingsu, Cloud and the classic Glass style, as well as proprietary formulas. Initially available in the US this spring, the slime will then benefit from international distribution later in the year. Additional pre-made jars, DIY kits and toys will be released in the latter half of 2024 at mass market retailers as well as specialty shops.

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Pip and Posy plush

Bandai

020 8324 6160 • www.bandai.co.uk sales@bandai.co.uk Bandai UK has introduced its first range of Pip and Posy toys into the UK market following its appointment by Magic Light Pictures as master toy licensee for the popular pre-school property. Inspired by the hugely popular books from award-winning illustrator Axel Scheffler, Bandai has brought the colourful world of Pip and Posy to life with its plush range, which includes Talking Plush, Plush Friends and Clip-On Plush. The hero Pip and Posy Talking Plush line introduces fans to 35cm versions of their favourite characters. Kids simply squeeze Pip and Posy’s tummies to activate sounds, phrases and a clip of the theme from the hit TV series. Made from super-soft, high quality velboa, each plush also features the individual character’s favourite soft toy - Froggy or Piggy. Pip and Posy Plush Friends introduces Pip, Posy, Zak, Jamilla and Frankie in their recognisable outfits. Standing at 23cm tall, they’re perfect as soft cuddle companions for younger children. The Clip-On Plush are 13cm tall plushies with a bag clip. There are five collectible characters to choose from, as per the Plush Friends, and they are perfect for kids on the go. Pip and Posy is currently enjoying a successful second series on Channel 5’s Milkshake. As the master toy licensee, Bandai UK is supporting the property with a multi-platform PR and marketing campaign throughout 2024. The company plans to follow the initial toy launch phase by unveiling a range of articulated figures, play sets and activity sets later in the year.

Star Wars Disney Doorables

Just Play

www.justplayproducts.com • uksales@justplayproducts.com Just Play has announced the launch of its new Star Wars Disney Doorables range, its latest addition to the line of cute and collectible blind-box characters from the across Disney universe. Star Wars Doorables Galaxy Peek introduces 25 figures inspired by Star Wars: A New Hope, Star Wars: The Empire Strikes Back, Star Wars: The Force Awakens, Star Wars: Return of the Jedi, Star Wars: Ahsoka and Star Wars: The Mandalorian. Kids can chase rare and ultra-rare characters including Darth Vader, Luke Skywalker, Princess Leia, Han Solo, C-3PO, Jabba the Hutt, Grogu and the Mandalorian (Din Djarin). The unique Death Star-inspired capsule doubles as a display and each mini figure stands approximately 1.5″ tall. Intricately styled, the Doorables’ signature glittery eyes lend each character a cute look. With Star Wars Doorables Galactic Cruisers, kids can open the package to reveal 1 of 10 different Star Wars mini figures complete with their own modes of transport that really roll. Contained within each box is a character such as Darth Vader, R2-D2, Wicket, Princess Leia, a stormtrooper, C-3PO, Grogu, Luke Skywalker, Ahsoka Tano and a special-edition flocked Chewbacca, all driving imaginative speeder bikes, landspeeders, and starfighters. Each figure stands approximately 1.5″ tall and features stylized detailing with glittery eyes. The vehicles and characters can be mixed and match for fun new intergalactic adventures. The new Star Wars Disney Doorables will be available this month across the US, UK, France, Germany and Spain.

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Toy Story and Marvel novelty stationery

IG Design Group

01908 618 811 • www.igdesigngroup.uk info@igdesigngroup.com IG Designs’ fun licensed Toy Story novelty stationery range includes pens with adorable character toppers and mini ring-bound notebooks. Available in a variety of fanfavourite Toy Story characters, including Buzz Lightyear, Woody, Jessie, Zurg, Sporky, Rex and the little green Aliens, the pens and notebooks feature unique styling that lends each beloved Toy Story icon its own cute look. The pens also feature graphics related to each character: Jessie’s pen has lassos and her unmistakable red cowgirl hat on it, Buzz’s shows spaceships and stars, Woody’s shows his sheriff’s badge and brown cowboy hat, and the Aliens’ pen is decorated with images of planets, pizza slices and their trademark ‘Ooooh’. Perfect for school, extra-curricular clubs, holiday camps, travel and more, the Toy Story Pens are available as Woody, Buzz Lightyear, Jessie and Aliens, while the Toy Story Mini Notebooks are available as Woody, Buzz Lightyear, Jessie, Zurg, Sporky and Rex. The officially licensed Toy Story novelty stationery range is available now, while stocks last. The Toy Story novelty stationery range is joined by the Marvel Novelty Pens Range, which is designed to make school more fun and homework less of a chore. These impressive Marvel novelty pens come with superhero toppers in Captain America, Iron Man, Hulk and Spider-Man designs, making them a perfect gift for Marvel fans of any age. The officially licensed Marvel novelty pens will be available from this month.

Kids’ stationery & accessories

Hey Hugo

01225 442 608 • www.heyhugo.co.uk • hey@heyhugo.co.uk Brand-new for 2024, the team at Hey Hugo will be introducing a new, colourful, kaleidoscopic range of children’s accessories and stationery. With a range of essentials including notebooks, pens, pencils, water bottles, backpacks, pencil cases, lunch bags, drawstring bags, wallets, stationery sets and a sticky note folder, Hey Hugo has balanced out bright, fresh designs with practicality and quality, covering the latest trends and fashions. Hey Hugo products are designed to celebrate all the wonderful things about children. In total, there are seven unique designs, with each design having 12 different SKUs, focusing on all the things kids love. For younger children, there are three designs which are perfect for the three to five age group: the Magical Forest, Mission to Mars and Dinoroar. For the slightly older age group, there are four designs: Level Up, Jungle Life, Top Score and Positive Power. Hey Hugo recently debuted its ranges at Spring Fair and received an overwhelmingly positive response to each design and its high quality. Moving into the second half of 2024, Hey Hugo will expand on its parent companies’ heritage with a range of children’s Activity Books, Sticker Books and Activity Packs, as well as further extensions into Jigsaws, Puzzles, Reward Charts, Mix and Match Card Games, Routine Charts and other surprise additions throughout the year.

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Feature

Science & Nature

Learning

a thing or two

As the STEM toy market continues to grow, there’s an increase in demand for toys that support children’s development in the areas of science and nature. Gabriela Jimenez speaks to various suppliers about the importance of toys that will encourage children to explore the world first hand and develop their curiosity.

ccording to global research company Technavio, the STEM toys market is predicted to grow by $8.09b from 2023 to 2028, with the demand for toys that support STEM learning increasing as adults acknowledge the importance of this area in preparing children for future careers. This year has indeed seen a rise in the popularity of creative science toys that get children involved in their own learning by, for example, executing chemical experiments, digging for gems and fossils, erupting a volcano, hatching an egg and even creating their own binoculars. Toys of this nature have a proven impact on children’s development. Traditionally, there have been more STEM toys designed for boys than those targeted at girls. As the representation of women in STEM remains at just over one-quarter of the overall workforce, encouraging girls to get involved with science from a young age could lead to a more diverse industry that is better equipped to tackle big world challenges. Halilit is one supplier aiming to make STEM toys that appeal to both genders, in hopes of bridging the divide. “There is a strong movement to encourage girls to engage with STEM subjects and, as such, there is increasing demand for products that will appeal to girls as much as boys, in addition to toys that satisfy the curiosity of children to explore the world around them”, says Judith Stark, managing director at Halilit. The company’s renowned Buki brand is expanding with the new Yucky Science kit, and its experiments featuring slimy worms, dripping eyes and bouncy poop that aims to educate children while enabling them to have fun in the process. New Buki lines will also focus on the theme of natural disasters to help children become more aware of important issues happening in our world. As Judith

explained, topics such as global warming are frequently trending in the news, and retailers can take advantage of this by posting social media announcements about new products that will help educate children about such topics in a fun and engaging way. Learning Resources has noticed an increase in the demand for science and nature toys that will not only educate children, but also support their social and emotional well-being by participating in activities that require teamwork. Nicole Sparrow, marketing communications manager at Learning Resources told Toy World: “With the growing awareness about children’s social and emotional well-being, we’re seeing an interest in science and nature toys that also support this area of children’s development. Consumers should expect to see more toys in this category that will encourage children to collaborate and work together on fun science learning activities”. The brand has grown its pre-school science portfolio with last year’s release of Rainbow Reactions and the Fizzy Volcano sets, both aimed at introducing children aged four and above to basic science and chemistry concepts via fun and realistic experiments. Bandai is seeing incredible success with its National Geographic Build Your Own Volcano Science Kit, which ranks as the number eight item in terms of volume in the Explorative Toys category (as of December 2023, according to Circana reports). Meanwhile, ranges including its Shark Dig Kit, Gemstone Dig Kit and the Rock Tumbler starter kit remain strong best-sellers. Similarly, Brainstorm has recently introduced the Erupting Volcano Lab, which teaches children about the science of volcanos by allowing them to create realistic lava that oozes out of a volcano model. Brainstorm is one of the leading companies focused on providing children with toys that inspire them to explore

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science and nature subjects in a hands-on way, instead of through electronic devices. “We are aware of the amount of time children spend on screens, so our priority is to try and help them reduce that and engage in fun activities that don’t require a tablet or phone”, says Debra Tiffany, marketing manager at Brainstorm. The company boasts a broad variety of educational science and nature toys, including the best-selling Eugy range, in which kids can create their own 3D animal models utilising eco-friendly, biodegradable cardboard. The company’s Aqua Dragons range aims to teach children about the life cycle of creatures by getting them to hatch and care for their very own. The kit comes with food, eggs and instructions that allow children to see Aqua Dragons form in as little as 2-3 days. In light of last year’s inflation pressures, some suppliers have begun exploring new ways to offer quality products at more reasonable prices. Mojo Fun is one such company that is determined to provide customers with the best of both worlds – superior quality at lower costs. Its latest addition of 12 Mini Wildlife Animals tubes enables consumers to build their animal collections and learn about the animals within them. James Connolly, director at Mojo Fun, tells Toy World: “Given how the economy was last year, we want to help our customers who are on a budget, especially those looking to build a collection of animals to enjoy. So, we have launched a range of tubes featuring high quality figures at great value, with 12 animals for the price of £12.99. There’s a nice assortment in each tube, and we’ve tried to make it the best quality possible. I think the key is attracting children to the category, but at an affordable price.” To read more about this range and many other new and existing products across the Science & Nature category, check out the next few pages of product-focused features.

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Special Feature

Natural History Museum

A day at the

museum

Under the experienced eye of senior licensing manager Emma Russell, the Natural History Museum – one of Britain’s most beloved institutions – is digging deep into the past (and its vast archives) to sign new licensing deals across multiple categories including Toys & Games that will provide today’s kids with fun, educational and sustainable new products with tangible heritage and brand awareness. Rachael Simpson-Jones, Toy World’s resident natural history geek and lover of all things taxidermy, was invited for a behind-the-scenes tour of the museum to find out more.

ur day starts with monkeys. Carved stone monkeys to be exact, the ones that adorn the pillars of the stunning Hintze Hall, the largest public gallery in the museum and a Romanesque architectural wonder designed by Alfred Waterhouse. According to Emma Russell, the museum’s senior licensing manager, urban legend has it that some of the monkeys sport long beards, supposedly a dig at naturalist Charles Darwin: the Museum’s first ever superintendent, Sir Richard Owen, is known to have had a strong opposition to Darwin's theory of natural selection. “People think grudges are bad nowadays, but even back in the 17th century, these men had serious beef,” Emma laughs. Bearded or not, these carvings are central to the museum’s DNA and to a rich, storied history going back hundreds of years. Nowadays, the museum welcomes some five million visitors every year from across the globe, hosts a raft of events (from sleepovers and film premieres to the Wildlife Photographer of the Year Awards and Dawnosaurs, an accessible morning for neurodiverse children), is home to some of the world's foremost scientists and of more than 80m objects spanning billions of years of our planet’s history. There’s a lot to see and do – and a lot of licensing possibilities to boot. For Emma, who prior to joining NHM’s team in the summer of 2022 was Hardlines manager at Entertainment One and Hasbro, it’s this breadth and depth of heritage and history that offers unparalleled opportunities for licensees to tap into. While we peer into tanks and jars of all manner of preserved creatures in the museum’s subterranean wet specimen vaults (a giant squid, a python,

Darwin’s octopus, oh my!), she tells me her remit is very much focused on the Toys & Games category, a hitherto untapped area for NHM. The museum has previously seen great success amongst the adult and heritage licensing markets, but feels the time is right to prioritise the Toys & Games category. Emma has therefore devised a licensing strategy that a) will introduce a raft of new deals aimed at younger audiences and b) introduce science and STEM to kids in the form of NHM-backed product. “Most science and STEM toys and games are aimed at kids aged 6-8 years and older, due to the necessary safety and small parts testing,” she notes. “What that means is that there’s a big gap from pre-school to that six-year mark. It may only be a few years, but they are pivotal years. Kids learn through play, especially when they’re that young, but there’s a real shortage of products that actively encourage and nurture kids’ interest in the natural world. We have a vast amount of knowledge we can pour into NHM licensed early learning product, and our brand heritage will always win over the consumer – they know they can trust the product on the shelf when they see it’s got our stamp on it.” Armed with her industry knowledge and a target demographic to go after, Emma’s first major Toys & Games licensing deal was announced in October 2023. The agreement has seen James Galt & Co. (Galt Toys), part of Jumbo Group, produce the Let’s Learn range of STEM kits, which combine fun activities with hands-on learning. Officially launched in February this year, the Galt x Natural History Museum Let’s Learn collection features Dinosaurs, Tiny Creatures and Animals and has gone down a storm at recent trade shows. Galt and NHM have much in common: they are both respected and trusted by

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Science, Nature & Arts and Crafts for ages 3 – 14

Full catalogue available – just ask!

t: 01254 872454 e: sales@halilit.co.uk

Leading the way in developmental play

Special Feature

families, they have a vested interest in kids’ development, they’re progressive and forward looking. The brands align perfectly, Emma enthuses, and this promises that the partnership will only go from strength to strength over the years. International wholesalers as well as John Lewis and Waterstones have already listed the Let’s Learn range, and Toy Fair has only increased retail interest, especially among the UK’s indies and smaller toy specialists where NHM is keen to establish a strong foothold going forward. While we ponder a glass display cabinet filled with geodes and crystals, Emma uses an appropriately geologically themed explainer to outline the museum’s wider approach to licensing, now the first deals in the Toys & Games industry are off the ground. She says: “Think of it like boulders, rocks and sand. So, the boulders are your established partners, such as Galt. The rocks are your secondary partners and categories - they fit into the bigger gaps around your boulders - and then the sand is your tertiary business, which fully fills your licensing silo.” Core to NHM’s strategy will be the fact that all its products will reflect what the museum’s scientists do dayto-day. Grow your own crystals and make your own wind turbine kits are out; footprint tunnel kits, camera traps, nature journals and sweep nets are in. A mother herself, Emma is truly passionate about ensuring kids really are learning as they play, even if it’s by stealth. The nature of the products she wants to see created also means they’d sit just as much in the Role-Play category as they would in STEM, so the door is open to approaches from partners that believe they can seamlessly merge the two. Licensees who sign up to work with NHM will benefit from one of the UK’s, if not the world’s, most recognisable and trusted brand names, Emma tells me, when asked what partners can expect from any relationship. They’ll also gain expertise from the museum’s licensing team, which has a direct line to the museum’s 300 scientists, from moth experts to palaeontologists and rare book conservators to marine biologists. Any toy company wanting to produce STEM products would be advised to consult a real-life scientist anyway, Emma rightly points out: so why not work with NHM and use theirs? Then there’s the museum’s remarkable archives and scientific

Natural History Museum

collections (its content, if you will), which one could spend days, if not weeks, poring through (and trust me, I could have). As far as back-catalogues go, NHM’s must surely be up there with the very biggest and best – in the rare book library, we were presented with the museum’s oldest natural history book, Pliny the Elder’s Historia Naturalis. First published in 1469, about 1,400 years after it was compiled, the illuminated first edition is one of only 100 surviving today and is a testament to the museum’s commitment to the preservation and dissemination of truly rare and remarkable objects. “Parents and families love us,” Emma adds. “Teachers too: we welcome 2,600 school groups every year and we’re already flying the flag for education. Partnering with NHM isn’t a gamble whatsoever, it’s a seriously safe bet.” Sustainability is fundamental to Emma’s efforts to expand NHM’s licensing programme. The museum is prioritising potential partners who are committed to progressive and sustainable manufacturing and consider a product’s complete lifecycle; whether it be eco-friendly, sustainably-made or recyclable product, or better yet, passed down from generation to generation. It’s a bold stance to take in a fast-moving industry dominated by virgin plastic, but one that is completely in tune with the NHM’s mission and ethos. After all, the blue whale skeleton (AKA: ‘Hope’) that replaced Hintze Hall’s ‘Dippy’ the diplodocus in 2017 was intended to shine a light on our collective responsibility to look after the natural world. “I’m looking at wooden toys manufactured from FSCcertified wood from sustainably managed forests as well as what I call ‘heirloom’ toys, the ones you want to hold onto and pass on to future family members or friends for their children to enjoy,” Emma says. “Within that, I’m exploring play sets and role-play options that move beyond the very traditional ‘domestic’ role-play which sometimes doesn’t leave much scope for exploring outside of stereotypical gender roles, something we are really keen to tackle here at NHM. I’d love to find a partner that would produce a largescale wooden NHM museum set. The kids could head outdoors with their adult caregivers and return home as scientists-in-training, with their ‘specimens’ and samples.

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They could then examine them under the microscope, display them in the cases, and present back their findings to peers and caregivers. Can you imagine how lovely that would be?” Away from early learners entirely, Emma is also exploring licensing opportunities within the Kidult market. As I witnessed first-hand when exploring the eerily quiet Dinosaurs gallery prior to the museum opening to the public, NHM has a stunning array of fossil skulls, jaws, skeletons, shells, skin and feathers, many of which are just begging to be turned into high-quality replica collectors’ pieces suitable for display. Emma tells me that while there’s a market for these items, appealing to adults whose first and lasting obsession was dinosaurs, there’s a surprising lack of companies actually catering to this type of kidult. “Sure, you can get a replica Batman mask or a Jurassic Park chess set, but outside of that core Entertainment sector there’s a huge amount of untapped potential,” she muses. “And there are an awful lot of people out there who would really like a 1:16th scale Tyrannosaurus rex skull on their desk at work. What’s more, we can help companies both make these products and tell the story behind them. We have the capacity and tools to scan these specimens, convert them into OBG files, and create the finished sculpture from there. Then, we can help create on-pack messaging that shows consumers the whole process from start to finish and really, fully engage them.” Over well-earned coffee and cake towards the end of the tour, Emma explains how her licensing strategy also hinges upon producing items that will surprise and delight consumers, while at the same time completely aligning with the museum’s mission statement. For example, other licensing agreements recently announced include Playpress Toys, which will be producing a charming range of FSC-certified paper play sets designed to teach kids about dinosaurs and life at the museum in innovative, sustainable and creative new ways. Tonies is also on board, having signed a new deal with NHM that will see it develop audio content ‘like never before’, in collaboration with the museum’s scientists, that offers a completely holistic approach to learning. Seed Pantry, meanwhile, one of NHM’s newer licensees, will be making grow-your-own seed kits that attract different species of bees or nocturnal creatures as well as a range of windowsill-gardener sets for kids that may not have access to a private outdoor space. The added learning benefits will be introduced via the growing itself, with kids encouraged to experiment with their composts, lighting and more and observe under which conditions their seedlings grow best – and why. On the subject of growth, Emma is keen to emphasise that the licensing team wants to expand NHM’s licensing programme slowly and thoughtfully. As she puts it, throwing loads of stuff at the wall and seeing what sticks only puts retail buyers off and ultimately damages the relationship between all parties involved. All future NHM collaborations will, she promises, will make total sense, and be the result of strategic consultation with key retailers and best in class licensees; the result of focused and careful curation – much like the museum’s exhibits themselves. “There are so many stories to discover here at the Natural History Museum, whether written or unwritten, and they’re accessible 362-days a year, for free, to anyone who wishes to visit,” Emma enthuses as we head back towards the exit, through now-bustling halls of taxidermy animals, oil paintings, fossils and bones - and excited schoolkids. “Now what we want to do is bring those stories to life through new licensing collaborations that will turn our planet’s incredible natural history into the educational toys of tomorrow. I’m excited to make that happen.”

Science & Nature

PlayMonster 01628 488944 | www.playmonster.co.uk | trade@playmonster.com PlayMonster’s outdoors toys portfolio continues to be popular, with evergreen brands that encourage families and children to investigate and discover plants, animals, birds, insects and bugs. My Living World offers nature study kits, allowing children to discover the natural world in a fun, safe and stimulating way. Made with recycled plastics, the award-winning range is designed by nature experts. The sets enable kids to get up close to bugs, insects and birds, supporting STEM learning and exploration of the natural world. The popular My Living World nature play sets have an appeal to families looking for affordable, educational play ideas to entertain kids at home, in the garden or exploring outdoor spaces. Sets available include the award-winning best-selling Ant World and Worm World, plus Bug Safari Kit, Bug Photography Kit, Ladybird World, Snail World, Pocket Microscope, Flower Press and Window Bird Feeder. The Craft-tastic Nature Collection celebrates the fun of crafting combined with the beauty and excitement of nature. Craft-tastic craft kits provide makers with unique and fun projects that use innovative, never-seen-before methods. These kits encourage kids to explore their outside spaces to find special nature items to create something unique. The range includes 2023 BlogOn Awards Outdoor Toys Bronze winner Scavenger Hunt Journal, 2022 TOTY Award winner Scavenger Hunt Potions, plus Bug Hotel and Butterfly House. Koosh remains satisfying to play with, with a new line-up featuring additional Koosh play sets for active indoor and outdoor fun, including Koosh Comet, Koosh Woosh, Koosh Paddle and Koosh Flix Stix.

Bandai 020 8324 6160 | www.bandai.co.uk | sales@bandai.co.uk Continuing its long-term licensed partnership with one of the world’s most recognised and trusted science brands, Bandai UK’s National Geographic range holds the No.4 property by value position, and the number eight item, in volume, for the Volcano Science Kit (Circana December 2023) within the Explorative Toys category. The new, award-winning Cool Reactions Chemistry Kit is bringing fun to the world of pH science and chemical reactions at an affordable price point. This focused range of Dig, Crystal, Sand, Science and Chemistry Kits offers children aged eight and up 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, manufacturer Blue Marble and Bandai are committed to supporting work within the areas of Science, Exploration, Conservation and Education. Core lines include bestsellers such as the Shark Dig Kit and the Gemstone Dig Kit, alongside more extensive sets such as the Rock Tumbler Starter Kit, which offers an ideal start for youngsters fascinated by geology and transforming rough rocks into polished and wearable gemstones. Regular waves of new product launches ensure that the range remains fresh and exciting, while eco-friendly and impactful packaging clearly displays kit contents for immediate and informed consumer consideration. The Original Sea Monkeys remains an evergreen staple within Bandai UK’s STEM and Educational Toys portfolio. Igniting a passion for and an interest in nature and the planet, children get to hatch, grow and nurture their very own minuscule hybrid brine shrimp pets. Encouraging responsibility for other living organisms, the Sea Monkeys bring a taste of the ocean directly into the home, and each of the themed tanks includes everything needed to hatch and grow the Sea Monkeys. From entry price point items such as the sub-£10 Ocean Zoo and impulse/treat purchase Mystery Eggs, through to the light-up, colour-changing Ocean Treasure Tank, this streamlined range offers year-round gifting appeal and possesses a strong, proven sales performance. For all Bandai UK sales enquiries, please get in contact via details above.

AB Gee 01773 570 444 | www.abgee.co.uk The Science4You range, distributed by AB Gee, not only combines fun with education but also offers budding scientists the chance to discover exciting experiments. Kids will be able to learn about the skeleton, the muscles, the organs of the human body and even simulate the functioning of the lungs. They can assemble their own stethoscope and an articulated skeleton, recreate the functions of the digestive and circulatory system, test the sensitivity of a human’s neural reflexes with magical sensations and discover many other experimental activities. Chemistry Lab is the perfect kit for children who love chemistry and science. Through the 13 contents and four scientific experiments available in this chemistry educational kit, kids can create colourful explosive foams and even a volcanic eruption. For dinosaur lovers, the fossil excavation four in one set lets users discover fossils and the best excavation techniques as well as the characteristics of Triceratops, Tyrannosaurus Rex, Stegosaurus, Velociraptor and Brachiosaurus with excavations. In this scientific game, children dig into the block until they discover the hidden remains of the various dinosaurs. Science4You toys come with an educational book which includes instructions developed by teachers and scientists.

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Explore the colourful world of science!

New! Rainbo w Reactio ns Presch o Scienc ol e Lab

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Science & Nature

Basic Fun! 0118 925 3270 | www.basicfun.com BFUK@basicfun.com

Basic Fun UK’s Uncle Milton and K’Nex ranges combine science, nature and creativity to make learning fun, engaging and memorable. Uncle Milton has been creating inventive science and nature toys for almost 70 years and is perhaps best known for its Ant Farm collection which lets children see inside the subterranean world of ants and observe how they live. Users can pick from the entry points Original Ant Farm and Giant Ant Farm. The latter is over twice the size of the original, with giant viewing areas and is the perfect centrepiece to connect with other Ant Farm worlds. The Anteater Bug Vacuum joins the range; this Anteater-shaped device captures creepy crawlies so they can be observed using the window located in its belly. With Moon in my Room, children can observe 12 different light-up lunar phases and match the light-up moon to the one in the night sky. There’s also Rainbow in My Room 2.0, which allows observers to see a rainstorm settle into a beautiful rainbow. K’Nex is ideal for teaching and reinforcing a child’s understanding of scientific concepts. The K’Nex Educational range, which is specifically aligned to the national curriculum, will teach children to better understand concepts from physics, learn the science behind gears and lever and pulley systems and more. K’Nex Classics multi-build sets will help cement classroom-based learning, with features such as movement and motors. The K’Nexosaurus Rex Building Set teaches science and evolution, as kids create motorised dinosaur models that stomp and swing both head and tail. The K’Nex 3-in-1 Marble Run with Motor Set is the product of three decades of experience in creating exciting construction projects and chain reaction machines. This buildable marble run lets children experience engineering and physics in action, with three build options of varying complexity.

Character Options 0161 633 9800 | sales@charactergroup.plc.uk New to the Character Options portfolio this year is Orboot, the interactive AR globe that offers kids a fun and immersive way to explore the world in 3D. Orboot Earth is the multi-award-winning toy that invites families to step into a world of knowledge, trivia and fun. This interactive augmented reality globe transforms tablets and smartphones into a gateway to explore a world beyond borders. Children can interact with the globe, enjoying story-based challenges and quizzes along the way, visualising hundreds of highlights and over 1000 cool facts across six categories: cultures, cuisines, monuments, inventions, animals and maps. As children scan and interact with the globe, they will learn about the Toucan, Himalayas, Chinese New Year and so much more. The 10-inch globe is designed for kids aged four-plus to develop their world knowledge and understanding of environmental science and cultural sensitivity. It comes with a passport, stamps, country flag stickers and a help guide to support learning and engagement. Character Options’ portfolio will be supported with substantial PR and marketing campaigns. For more information, get in contact via the details above.

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DISTRIBUTED BY

MOJO FUN LIMITED 2 The Chapel, Scout Road, West Yorkshire HX7 5PD Tel: 01422 413674 sales@mojofun.co.uk

@mojofuneu Mojo Figurines www.mojofun.co.uk

Science & Nature

Halilit 01254 872 454 | sales@halilit.co.uk Halilit has launched the Buki France collection of science and nature toys into the UK market. Buki France’s scientific toys offer opportunities for consolidating key principles and learning at home in a fun and explorative manner. The Wizard Chemistry Set is a collection of 30 magical experiments to make within a cauldron. The set includes light effects, smoke, goggles and magic wands to practise creating chemical reactions. The Mini Lab Chemistry of Colour set offers a more impulse price point introduction to chemistry at home, with all kids need to create six fun colour combinations. The Mini Lab range also offers themes such as building a Solar Energy vehicle where kids can assemble and enjoy their own solar car, the Electronic set complete with a circuit board for six activities such as creating an alarm and even a Yucky Science set for children who love the more disgusting side of life. The Human Body activity set includes a set of soft organs that can be extracted using the included tweezers, and 12 experiments to understand the secrets of anatomy with tools such as a real stethoscope. Complementing this, the Buki France collection also offers two sizes of fully articulated skeletons, with a 45cm option to assemble and analyse and an 85cm version with base and x-rays included. Lines such as the Little Picker are perfect for environmentally conscious children. Featuring a foldable, 80cm long handle and rotating head, the picker can hold weights of up to 5kg and comes with a pair of gloves to protect little hands. Explorers will also enjoy the various options of Binoculars available within the range, whilst the metal detectors and walkie talkie sets are perfect to take on adventures.

Jumbo Galt 0161 428 9111 | salesUK@jumboplay.com Galt Toys has been designing imaginative toys that readily support a child’s development since 1836, and is a key destination for buyers and retailers looking to source quality toys in the Science & Nature category. New for SS24 is the Natural History Museum Let’s Learn collection, with three kits to discover: the BTHA Hero Toy - Dinosaurs, plus Tiny Creatures and NHM Animals. Every set encourages early STEM learning with six projects to inspire a love of the natural world and help develop vital skills for future scientists. From building a model of Tyrannosaurus to learning about the world’s animals, there’s so much to learn and discover. The eye-catching boxes, created from FSC certified materials, have been designed to stand out on shelf. Kids can step into magic school with Fabulus Magix and will learn how to wield their magic wand and pronounce the right formula to cast visually impressive spells. They can practise moving the magnetic wand with an integrated UV lamp for visually impressive magic infused with cool science. New for SS24, the Illusion Lab lets kids aged six and up perform eye-popping illusions. They can make a zoetrope, create a hologram, test out 3D glasses and find hidden pictures. They’ll also be able to make a periscope to look around corners and perform mystifying tricks to baffle their friends and family. From the Create and Discover range, Explorer Craft includes eight explorer-themed activities to allow children to explore a world of knowledge as they craft. This bumper kit will allow young creative thinkers to create a working compass, make a pair of binoculars, build the Antarctic with animal models and cast Egyptian statues with Plaster of Paris within a desert scene. They’ll also learn about maps and discover ways to travel around the world. Galt UK’s science offering includes many other larger sets, as well as smaller hangtag boxes at lower price points. Popular kits include the Science Lab and Body Lab, whilst the Kitchen Lab, Slimy Lab and Horrible Science Violent Volcano remain strong sellers in the hangtag range.

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Have fun while learning!

Science & Nature

Brainstorm 01200 445 113 | sales@brainstormltd.co.uk

Brainstorm’s range of STEM products is rooted in themes of science and nature, with lots of new launches for 2024. The brand-new Erupting Volcano Lab helps children learn about the fascinating science of volcanos. By combining two safe chemicals with water, children can create realistic red lava that will ooze down the volcano. A secret code is included so they can find out more explosive facts about the natural phenomenon on the Brainstorm website. The kit contains the chemicals to carry out the experiment, volcano base, safety goggles, measuring cup, spoon and syringe, and is suitable for ages eight and up. Budding Detectorists will love the new Outdoor Adventure Metal Detector, part of the Outdoor Adventure range. Lightweight and easy to use, the hand-held product extends to 795mm and has light and sound alerts. A great hobby that encourages curiosity and is ideal for beginners and young treasure hunters aged six plus. Discovering nature through Aqua Dragons will teach children about the life cycles of these unique creatures. They are a great first pet for little ones, teaching them to feed and care for their Aqua Dragons. The Aqua Dragons Deluxe Set features an illuminated tank, food and eggs that can be hatched into real live Aqua Dragons. Children simply need to add water and they hatch in just two to three days, growing up to 2cm long. Aqua Dragons Hatch ‘n’ Grow is a new, smaller clear tank kit which comes with everything kids need, and will be added to the range for spring/summer. The Original Glowstars Company continues to expand its range with the Glow Stars eight pack. At a pocket money price, packs are supplied in a 24-piece CDU and each pack includes eight high-quality plastic glow-in-the-dark stars to create a magical night sky on walls and ceilings. They can also be used to accessorise schoolbooks, bags and furniture.

Learning Resources www.learningresources.co.uk sales@learning-resources.co.uk Learning Resources is growing its collection of sustainable educational toys, with three new early years toys launching in the first half of this year. The new Growing Greenhouse Colour & Number Playset and Balancing Bees Fine Motor Sorting Set are made with recycled materials, and all the packaging, including the inner packaging, is made with recycled paper products. These materials are also recyclable after unboxing. With five colourful flowers and a working watering can, the Growing Greenhouse Colour & Number Playset helps little ones build maths, colour recognition and fine motor skills through garden-themed imaginative play. Little hands build essential fine motor skills each time they play with the Balancing Bees Fine Motor Sorting Set, as well as appreciating nature found in the garden. Children use the included chunky tweezers to place the 25 bees onto the petals of the wobbling flower, having fun while also building essential early years skills. Learning Resources has also grown its pre-school science offering, with last year’s two Pre-school Science Lab sets proving popular with consumers. Rainbow Reactions and the Fizzy Volcano introduce basic science and chemistry to children ages four and up through experiments using realistic laboratory equipment with a fun theme.

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Science & Nature

Melissa & Doug 0800 731 0578 |

www.melissaanddoug.com

Melissa & Doug continues to offer innovative toys that blend learning with play. Each product in its range focuses on development and is thoughtfully designed, encouraging children to explore and learn about the world around them. The Ocean Tummy Time Triangle playmat features ocean-themed graphics and characters, with one side adorned with high-contrast black and white patterns to captivate newborns, while the flip side has full-colour scenes for older infants. Its range of textures, tabs and mirrors provides a stimulating experience, supporting visual and tactile development. Autumn 2024 sees the arrival of the Ocean Easy-Fold Play Gym, a companion for infants as they hit each new developmental milestone. The gym's design, with its wide wooden arches and sea creature toys, encourages babies to reach and interact, aiding in the development of their auditory and fine motor skills. Each sea creature was carefully chosen to support a baby's different developmental stages.

Simba Smoby 01620 674 778 | sales@simbasmoby.com The Smoby brand from Simba Smoby UK offers families a wide selection of playhouse and activity toys to pick from, which encourages endless fun and being one with nature. There’s a brand-new theme for little ones to discover in SS24: the Smoby Four Seasons Playhouse. Little scientists will love this little home that features functional accessories to record the weather conditions and observe the seasons. There’s a rain gauge to record the water level, a fitted wind vane to demonstrate wind direction and a chime to signal the intensity of the wind. Once the conditions have been observed using these instruments, budding meteorologists can record their observations using the display panel, marking the season, level of rain, temperature and weather of the day. The Smoby portfolio continues to benefit from significant investment, in terms of product development and marketing support, ensuring it remains the premium offering retailers can bank on. For more information, contact the Simba Smoby Toys UK team at the details above.

Mojo Fun 01422 413 674 | www.mojofun.co.uk | sales@mojofun.co.uk Mojo Fun feels strongly about the importance of teaching the next generation to understand, cherish and protect the vast amount of natural wildlife here on Earth. Mojo meticulously designs its models to be as naturalistic, anatomically correct and as eye catching as possible, making them a great learning tool for children. This year, the Mojo Fun team introduced the European Hare to inspire children to learn about its native wildlife, as well as creatures of the jungles and savannahs. Mojo’s prehistoric figures help to nurture an enthusiasm for things that once were, and the company is confident that its new 2024 models will lead the way in piquing the interest of budding palaeontologists. There will be a new Stegosaurus, two new Parasaurolophus, a Troodon with articulated jaw and a new Baryonyx with accurate design and playful colouration to grab attention. Mojo has also developed a new animal set this year containing 12 mini versions of different animals, which come in stylish tubes that make for easy storage after play and learning time is over. The end of February saw the introduction of this year’s consumer booklets as a marketing tool for retail stores. In addition to Mojo’s LED, cardboard and wooden display units, the team has designed and implemented a new metal 1 metre POS stand for stores. With simple construction and handy slotting dividers, it easily creates a simple, elegant and very effective display for Mojo’s range of models.

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AM LEARNI E N ST Let’s Learn

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Let’s Learn

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a love of nature!

Calling all future

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Emma Russell Senior Licensing Manager emma.russell@nhm.ac.uk

Company Profile

Playtime PR

A perfect ten Playtime PR, the multi-award-winning Toys & Games industry PR agency, celebrates its 10th anniversary this year. Lesley Singleton, founder & CEO of Playtime PR, tells Toy World how the communications industry has changed over the years, the achievements she’s most proud of, and why she’s keen to keep making lives more playful. When you set up Playtime PR 10 years ago, did you think you’d be where you are today? Has the agency’s development followed the path you thought it would? In all honesty, our launch back in 2014 was somewhat naïve! I had three or four toy brands to play with, no financial backers or investment and my business plan at the time was: “Well, what’s the worst that could happen?” I had an inkling there was an appetite for something fresh in the toy marketing space, but I also had a hunger to create a genuinely flexible working solution for really good PR people. I’d met a lot of incredibly talented PRs who wanted proper flexibility in their careers, and I figured I could build something that suited them and therefore benefitted clients who wanted fantastic (and happy) senior talent working on their business. As for the way things have developed, every year I pinch myself. Playtime has certainly pulled its socks up from a business perspective. Our 17-strong core team is headed up by myself and our phenomenal director of Strategy & Creative, Ceriann Smith, and we’re supported by a stellar management team of three who oversee all the day-to-day running of the client accounts and teams. Evolving from doing everything myself (literally everything: I was even doing the bookkeeping for the

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first five years) and ensuring brands understood that they were hiring Playtime, not just me, was an adventure in itself. And of course, the pandemic helped our business model ‘mature’ in many ways as the virtual approach we’d taken for years suddenly became the norm for most of our clients and suppliers. Did I think we’d be where we are today? Yes, I think deep down I did - I just might not have had the balls to say it out loud back then.

How has the PR and communications space changed in that time? The most significant change in the last 10 years has been the shift to values and purpose-driven comms, communications with heart but authenticity. Fluff and bandwagons have thankfully been replaced by accountability, and this has truly filtered beyond the comms and into how businesses are run today. While media and consumers are much more demanding when it comes to proof points around areas such as sustainability and diversity, so too are employees who simply won’t stay at a business which doesn’t have clear values to live and die by.

Can you tell us a bit about the team you’ve amassed and the skills and experience they bring to the table?

Playtime is all about good people, doing good work for brands they actually love. Hiring and looking after talented experts has been key. Playing to people’s strengths and creating roles where they only do the things they love, or work on brands they can truly get excited, about means they’re happy. Happy people are more creative, produce better work and genuinely care about the results, so our clients are the ones who ultimately benefit too. The individuals on the team have all worked in sectors beyond just Toys & Games, such as Fashion, Travel, Retail, Food, Pets, FMCG, Entertainment, Movies and so on. Playtime brings a wealth of experience and a variety of viewpoints to every brief as well as knowing the toy space inside out. We have specialists in hardcore media relations, experts in talent and influencer management, PRs whose pulses race at the thought of crisis comms and issues management, a wealth of strategists and an abundance of creatives. They know I’ll protect their sanity and will always put the team before a profit if needs be: if we’re being poorly treated by a client, we’ll call it out and walk away. We’ve only needed to do that a handful of times in the last 10 years, thankfully, but each time it’s reinforced our values and been absolutely the right decision. Doing so safeguards the team’s mental wellbeing as well as the culture of our business.

What have been some of your proudest moments from over the past decade? Oh, there are so many proud moments to choose from. I always get a massive buzz when we land a front cover. From Sunday Times Culture for Bananagrams back in the early days, to as recently as December when we got the mighty Sylvanian Families on the cover of Stylist. That was amazing, the team did so well. It always makes me proud when they make things happen. We had a Shetland pony at a Christmas show once, and real mermaids at a launch event last year. These things sound ridiculous in the planning sessions, but when they happen and they’re relevant and push the needle, of course it’s a moment of pride. The award wins make me proud too, because that’s the wider PR industry recognising that we do good stuff (and those guys can be pretty brutal...) Recently, the reaction to our new Libraries Board Game Club initiative has filled me with pride, especially as this is completely non-commercial (Playtime is funding the team’s time on it and the games companies involved are contributing towards the fulfilment costs). We had hoped the industry would share our passion for wanting to make games more accessible for more communities in this climate, but the feedback from games companies has been even better than anticipated. Really heart-warming, actually. I’ll admit I also get a rush of pride when I think about the toys and games brands that have trusted us over the years, from legendary household names including Sylvanian, Tamagotchi, Rubik’s, Orchard Toys and Top Trumps to early work with excitable start-ups and inventors who’ve gone on to become massive successes (I’m looking at our 10th birthday twin here, Big Potato!) I’m proud that we’ve played a significant role in the growth of some of today’s major players such as IMC, Zuru and Moose, and I never take it for granted that any company in this industry hands us their brief.

How important are the relationships you have with your clients? Can you tell us about any upcoming campaigns or activations for 2024 that you’re involved in? The relationships are hugely important. The whole team plays a role in ensuring they are strong, mutually respectful and happy, and I love having check-ins with the clients to see how business is going, what they’ve

got on the horizon and such like. That’s why I enjoy Toy Fair season so much, for all the facetime and chats and catch-ups. As for what’s in store this year, my lips are sealed by more NDAs than I can shake a stick at, but I did return from Nuremberg very excited by a number of toys and games we’ll be sharing with the world later this year and into 2025.

If you could share one single piece of advice for anyone looking to get into Toys & Games PR that you’ve discovered since founding Playtime, what would it be? Keep playing with everything. You can’t know how to market a toy or game if you only play with that one toy or game. Get to the shows and fairs and play, look for the similarities in mechanics or themes or characters, learn the trends. Don’t stop playing.

What big challenges and opportunities do you think the marketing/comms/PR landscape is facing at the moment? The things that are the biggest challenges are also the biggest opportunities in the comms landscape right now: the rise of AI, the economic climate across all sectors and the demand for proper accountability over lofty claims. All three are fuelling creativity and driving deeper thought and the need for insight-led solutions, which keeps the brain whirring and the outputs even fresher and more innovative than previous years. It’s an exciting time.

What do you think the next 10 years holds for Playtime PR? Well, for a brief time there, we were quite looking forward to being in charge of arranging the toy industry charter flight to New Orleans! But seriously, we’ll continue creating playful and impactful comms campaigns for some of the biggest and smallest toy brands in the world. We’ll keep striving to innovate what we offer whilst collaborating

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with other brilliant agencies and suppliers to create meaningful, sales-driving activations to suit every budget. And we’ll continue to be the best business for our team and broader communities by living and breathing our ‘Making lives more playful’ mission. It’s also a personal goal of mine to develop a piece of software which magically places Lego bricks beneath the bare feet of LinkedIn post authors who a) are “Delighted to announce”, b) declare “That’s a wrap” on anything that isn’t a film shoot or c) start with “And just like that…”.

How are you going to be celebrating Playtime’s 10thanniversary? Team Playtime is having a weekend away together in the countryside. We’re staying in a big house like the one from The Traitors and getting dressed up for a murderfree dinner. I’ll make sure our social media guy captures some highlights that we’ll be ‘delighted to’ share on LinkedIn…

Is there anything else you’d really like our readers to know about Playtime, your anniversary or the industry in general? This industry is close-knit and incestuous, and we’ve made a lot of lovely friends over the last 10 years. What I’ve valued hugely is the relationships we’ve built with a lot of other PR agencies operating around these parts: special group hugs go out to those who consistently play nice and always have time for a sanity check, including Charlie ‘Le Roo’ [Rougetel] at Big Top PR (with whom we share our 10th birthday), the legendary Julie Pittilla, Lianne Bertelli, Michele Bates, Caroline Fosbury and Ane Oleson.

Brand Profile

We see you,

Toikido!

In December 2023, Toikido - the IP-driven company behind Piñata Smashlings – announced its second major new property, PeaKeeBoo. This animated series leans into the charm of the classic childhood game, with its unique visuals and celeb narrator making it one to watch in the competitive pre-school space. Johnny Taylor, chief creative officer at Toikido, tells Toy World why kids and adults alike will be seeking out PeaKeeBoo content when it arrives later this year.

world away from the colourful, frenetic, highenergy Roblox gaming IP Piñata Smashlings, PeaKeeBoo is a nature-inspired show all about play and friendship. Each episode centres upon three main 2D characters, all of which have the same eyes and facial expressions: Pea, a small, green creature much like their name, Kee, a little bird, and Boo, a large, grey boulder-esque shape to whom the concept of hiding is somewhat lost. Johnny says: “Boo tries to hide very much like young kids try to hide, with this belief that if they themselves can’t see, they also can’t be seen. It’s such lovely, relatable character development and we think kids and their parents will really see a lot of their own everyday lives in it.” A father of two himself, PeaKeeBoo’s strong focus on nature resonates with Johnny, who tells us he feels today’s kids often don’t get the chance to get out and embrace nature nearly as much as they should. The characters’ natural surroundings are central to the look and feel of the content as well as the plot of each episode, in which Pea, Kee and Boo take turns hiding among the rocks, twigs and leaves of their world.

PeaKeeBoo is the brainchild of Neil Porter, head of Creative at Toikido; it was also Neil who, alongside Johnny, devised the simplistic yet engaging character designs. Interestingly, Toikido didn’t have its sights set on entering the pre-school IP arena (which as we know, isn’t short of smash-hit IP and top-quality content). Rather, the team simply wanted to create something that both felt different and provided new opportunities for content-hungry kids. “Initially, there was no real desire to create an IP for such a young audience, but when you strike gold – or at least feel like you have – you have to keep digging and see where it leads,” Johnny explains. Toikido has partnered with Moonbug Entertainment on PeaKeeBoo, with Moonbug producing the narrative scripts and audio and Toikido taking the helm on in-house animation, which Johnny concedes is a little unusual for the company. However, Toikido has amassed a team of talented creatives, many of which come from Mind Candy, for whom animation is no tall order: indeed, Johnny shows me the setup he has in his studio, where photogrammetry is used to map the ‘sets’ and transform them into 3D scenes – a tray which could have been lifted straight out of a British woodland, with a cutout of Pea perched atop a mosscovered branch. Further setting apart the animation’s style, each 60-second episode is filmed in one cut, on one ‘stage’, which moves slightly when necessary and that the characters never leave. “It’s like a stage play for kids,” Johnny adds. Despite still being in its infancy, PeaKeeBoo has secured Sophie Ellis-Bextor, darling of the music and entertainment industry, to narrate the show. Toikido was in talks with Sophie about her involvement weeks before Saltburn arrived in cinemas and that scene, featuring her hit song Murder on the Dancefloor, propelled her back to the top of the charts. Fortuitous timing, indeed. Sophie’s voiceovers, according to Johnny, fall somewhere between ‘talking to your kids’ and ‘narrating a nature documentary’. At the time of our interview with Johnny, the Toikido team had just wrapped on Sophie’s first recording and the excitement for what she brings to the table was palpable. “When you hear Sophie’s voice in the show, you’ll immediately understand that she’s just a perfect fit for PeaKeeBoo,” Johnny enthuses. “She’s got this warm,

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maternal, nurturing tone that couldn’t suit the animation and its themes any better. She’s a comforting figure for a lot of adults too. When she was doing all of her Kitchen Disco stuff during lockdown, she became something of a British cultural icon. We therefore couldn’t be happier to have her narrating PeaKeeBoo for the nation’s kids.” The short form episodes, Johnny explains, have been designed to appeal to very young children for whom anything over one minute might feel too long. Described as the ‘perfect platform’ for bitesize content, PeaKeeBoo will be arriving on the Moonbug Kids YouTube channel later this year. Ahead of the launch, enthusiastic toy partners are already in place across multiple categories – all will be revealed in the coming weeks/months. Further down the line, viewers can expect to see longer-form PeaKeeBoo content, as well as a game which will bring the world of Pea, Kee and Boo to life on smartphones and tablets. Those who have followed the development and launch of last year’s Piñata Smashlings might be surprised that Toikido is already rolling out yet another new IP. However, Johnny tells us the team is well used to working at speed on projects such as PeaKeeBoo and that everyone feels as though the pacing is spot on. “We’re all from industries and backgrounds where working at speed is the norm, not a challenge,” he concludes. “Everyone at Toikido wants to be disruptive and do things differently. This largely stems from the makeup of our team: as well as a vast amount of experience in toys, some of us come from the games industry, others from animation. We’re simply creating what feels right, at a time that feels right – and the time is right for PeaKeeBoo.”

Feature

Outdoor Toys

Bubbling

with excitement

While 2023 was a challenging year for Outdoor Toys, it seems that suppliers are ready to draw a line under last year and focus on making 2024 a success. Caroline Tonks looks at what is coming to life across the category and how suppliers are approaching the summer season.

unxsutawney Phil, the American groundhog celebrity, gave people reason to celebrate when he didn’t see his shadow this past Groundhog Day. Although this might be a US tradition, the sentiment of having an early spring, rather than six more weeks of winter, is something that everyone around the world can relate to. Here in the UK, children and adults alike are ready for warmer weather, to escape the gloom, shed their winter coats and spend hours in the sun once more. The industry has risen to the challenge, creating a plethora of outdoor toys to satisfy children of all ages. Bubbles are in the air in 2024, with a number of suppliers highlighting bubbles in their portfolios for the year. Funrise’s Gazillion Bubbles is celebrating its 20th anniversary. To commemorate this achievement, there will be a handful of new items launching, such as the Double Bubble Blaster and the Roaring Rex Blaster. Both lines come with a bottle of solution, with the Gazillion Bubbles 2 Litre solution having taken home the title as top bubble item in 2023, according to Circana reports. AB Gee has announced a selection of bubble ranges, with the

Fubbles No-Spill and the Fun-Finiti Bubble Machine. Both ensure maximum fun with no messy spills and are perfect for active play. During his time at London Toy Fair, Thomas Wohl of Argosy Toys was fully booked, seeing many ranges and suppliers. When asked about any standout products in outdoor toys, he selected the Water Wall by Wilton Bradley. “This is something different and really appealing,” he told us. “Children get to put the guttering on the wall in whatever order they please and then make the water flow down. Then they can experiment with moving the parts around.” Simba Smoby and Little Tikes will both be releasing products with a similar theme this year. From Simba Smoby comes the Smoby Activity Wall, a two-sided play wall with activity games on one side and a modular water circuit on the other, equipped with gutters, reservoir, rocker and paddle wheels. Little Tikes’ range includes the bestselling Fountain Factory Water Table and the Build and Splash Water Table, combining building and water play with endless fun. According to Alaina Cornish, senior brand manager at MGA Entertainment, the new Build

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and Splash Water Table will bolster Little Tikes’ sand and water collection and can be used year-round, growing with the child as they develop. “At Little Tikes, we are passionate about creating toys that engage, excite and ignite imaginations. We know this launch will do exactly that,” said Alaina. MV Sports launched over 150 brand-new or refreshed products at Toy Fair. Phil Ratcliffe, commercial director at the company, highlighted the Stitch range of wheeled toys. “Customers are fervently buying in and were very complimentary about the cool Hawaiian colourways and decoration,” he explained. The new range of Squishle Scooters, with squishy plush onboard carry pouches, was also a big hit with customers, along with new light-up 10” Balance Bikes. “These bikes went down a storm across all licences, with funky high intensity daylight visible wheel hubs,” Phil added. The week after Toy Fair, Hy-Pro showcased a selection of products to global retailers at Spielwarenmesse. On display in Nuremberg was the internationally recognised and patented Zinc Flyte 2-in-1 scooter suitcase. “With no assembly required, the Flyte scooter suitcase is the

sales & marketing

WINNERS!! Toy Award 2024

FEBER RECYCLE ECO HOUSE

KEEPING KIDS ACTIVE

Feature

Outdoor Toys

perfect addition for every child on an adventure, making journeys with children stress-free,” said Vinny Iaciofano, commercial manager at Hy-Pro. “Come rain or shine, this handy waterproof travel companion is suitable for everything, from a trip to the park, a sleepover at a friend’s or a holiday abroad.” New for 2024, Zinc has launched two new additions to its light-up range, the Zinc T-Motion Sunshine and the Zinc Dazzle Big Wheel scooter. Both products have over 20 different lighting functions, allowing riders the ability to personalise their scooters at just the click of a button. Reydon Sports’ marketing director, Andy Griffin, is most excited for the launch of the Nerf Howler, part of the Nerf range for which Reydon has secured the UK & Ireland distribution. “It is a hero product for the brand and an exclusive for Reydon,” said Andy. “It is suitable for all retail stores, and we are excited about giving access to the Toymaster group.” Alan Marquis of Wharf Post Office, a member of Toymaster, has had great success in his relationship with Reydon Sports. “Although we’re located at the seaside, we don’t sell high volumes of outdoor toys. However, we do stock Nerf Howlers and we’ve done a lot of business with other Reydon Sports lines,” said Alan. “Foam bats and balls sell extremely well for people to take to the beach. We prefer to stock branded items, rather than the typical seaside wares, such as generic plastic buckets and spades.” Digital and social media campaigns have become a commonplace promotional strategy, allowing for close contact with clientele and retailers, and the chance to share new ranges with fans and beyond. This spring/ summer, Little Tikes will be supporting its collections with a heavyweight digital media campaign that drives

consumers to purchase both in-store and online. “Our UK-focused social media channels give us a huge source of support, providing a consistent touchpoint for our customers that allows us to engage with fans in the UK and Ireland directly as we promote our products and share new announcements,” said Alaina. Little Tikes plans to focus on growing its online reviews to supports its retail partners, renewing the popular Tikes Testers initiative, which drives awareness for collections using a panel of toy testing families across the UK. “This year’s panel will be refreshed with new recruits, all primed and ready to help put our toys through their paces and share their reviews and experiences online and on social media,” explained Alaina. Little Tikes will also use its external partners, Butlins and Diggerland, to help increase brand visibility by showcasing products to visitors across their respective sites, reaching new audiences and driving desirability in a hands-on way. MV Sports has brought kids’ wheeled toys under the MoVe brand, which will implement a significant brand marketing campaign across both the trade and digital/ social media. “Now that all of our licensed and own brands are under the same name, it will widen the awareness level of our products,” commented Phil. “The new branding is derived from our existing MV logo and is the perfect epithet for kids’ wheeled toys and active play.” Given the inconsistent weather and the absence of a prolonged dry period over the summer, 2023 was a challenging year in the Outdoor Toy market, with sales down -16%, which equates to a drop of £38m. It’s also important to bear in mind that many consumers invested in larger items for the garden during the pandemic, which inevitably had an impact on last year's numbers. But 2024

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could be a different story. Hy-Pro understands how tough it has been economically for the country, referencing how customers’ purchasing habits have changed. “Zinc has experienced customers looking for great value products at entry price points,” said Vinny. “Furthermore, the re-sale value of products and brands has become an important driver for customers.” At Reydon Sports, the team has seen cautious buying from retailers and according to Andy, this was mainly due to high residual stock levels across an array of brands. However, the company is keen to do all it can to encourage new orders. “We don’t stipulate any minimum order quantities and we also make sure we are offering generous discounts,” he tells us. “This helps place new brands and products with customers.” For the year ahead, Reydon Sports is planning to be more selective with the brands it offers as a wholesale business, streamlining its offering. The company will work closely with groups like Toymaster, listening to its members to understand what is required and obtain a better perspective on supply needs. Alaina said that Little Tikes is feeling positive about the year ahead. “Last year was challenging for all outdoor toy suppliers, which was exacerbated by the milder than average and exceptionally wet summer season,” she explained. “We are excited to showcase our new launches but also have great confidence in the Little Tikes carry forward. Our buyers have positively anticipated a great summer season, and we hope to see this resonate with families as we move into the warmer months.” To mitigate potential challenges throughout 2024, Little Tikes will have a focus on Risk Strategizing. “That means having a contingency marketing plan in place that ensures we have a Plan B for all outcomes,” added Alaina. “Whether that’s unforeseen changes in the toy market, an unpredictable economy or simply bad weather.” Phil agreed that, thanks to the very wet summer in 2023, it was inevitable that some retailers were going to carry stock from a wide variety of suppliers, not just MV Sports, into autumn/winter. “We can’t mitigate against the weather. We are witnessing a renewed sense of optimism from our retail customers, however, as the stock now seems to have sold through well.” MV Sports’ core wheeled toy business is not entirely summer dependent, which has helped with sales; to a large extent, it is muti-seasonal, with year-round sales, especially at Back-to-School and Christmas. Sambro had a successful year. “2024 is 34% up against sales in 2023, which had already seen growth from previous years,” said Clare Rix, Brand & Licensing director. “Stock has sold through in 2023 and our new ranges have seen unprecedented demand. Our strongest sales are across northern Europe. That said, the UK is also in growth for 2024, due to the strong value offering.” According to Clare, facilitating top up orders can be challenging, due to retailer buying patterns for outdoor toys starting well ahead of other categories, with order-ins from Q3 onwards the prior year – carrying a degree of risk linked to weather-sensitive purchases. “Whilst our order book doesn’t reflect the wider market challenges, as we are seeing category growth, we’re already working on further development,” said Clare. “Our portfolio for outdoor, inflatables and bubbles is extensive and can be used both indoors and out; items such as tepees, hoppers, bowling sets and bubble blowers are popular all year round. 2025 will also see further new lines that will tap into our core licensor franchise playpatterns.” Across the feature, readers will be able to see the latest outdoor toys coming to shelves in 2024, gearing up for another summer of fun.

Outdoor Toys

Eolo Toys www.eolo.com |

sales@eolohk.com

For more than four decades, Eolo Toys has been a pioneer in the outdoor toys category. Drawing on this wealth of experience, Eolo continues to produce toys that are both innovative and of a high quality. Eolo is currently celebrating the success of its flagship brand, Kites Ready 2 Fly, as the brand achieves unprecedented success in the US market. With a patented pop-up system, Kites R2F features a straightforward assembly process which is easy and quick for kids of all ages. The company’s innovation in outdoor toys means assembling kites is now a matter of seconds, requiring very little effort from the user and making them accessible to everyone. The Kite School App provides information about weather conditions, best flying spots, tutorials and tips and tricks for flying kites. To cater to every customer’s needs, the brand offers a wide range of customisable pallet options to present in-store, and that can be adapted to the different preferences of customers. Aqua Trendz offers an impressive array of water toys catered to all ages. Products range from water masks and squirters to water goggles, blasters, shields, and diving rings that come in a variety of styles. Aqua Trendz is designed to provide fun for children during the summer months and aims to give a new dimension to water toys with its innovative designs and excellent quality. Eolo’s Licensed Inflatables features a collection of inflatable arm bands, rings and mattresses for children of various ages. Featuring the latest Disney and Marvel licences, these inflatables bring famous characters to life. With innovative 3D designs, the collection implements a style differentiation from the traditional inflatables. Offering a modern twist on the classic frisbee, the Slider Disc features collapsible blades and a built-in timer, adding an element of speed and excitement to traditional play. The Slider Disc must be passed quickly before the timer runs out and the blades collapse. Compact and portable, it fits conveniently in a pocket, ready for spontaneous play anytime, anywhere. As Slider continues to make waves in the outdoor toy market, the brand is set to unveil new developments, including the Splash Disc and Slider Ring. Super Bouncerz is one of the latest Eolo creations. Featuring innovative materials, these rubber balls are easy to grip and can bounce on any surface, providing hours of fun. Super Bouncerz can be found in both generic and licenced designs, featuring an assortment of beloved Marvel superheroes.

Toynamics 01164 785 230 | www.toynamics.com |

sales@toynamics.co.uk

New for 2024, Toynamics has launched Trelines, an independent outdoor brand from Hape group. This innovative outdoor toy/sporting goods brand enables users to turn any tree into a playground. Trelines encourages kids to be one with nature and to challenge themselves physically, which is key to maintaining good health and developing resilience. The Trelines brand offers a range of products, from ziplines and slacklines to swings and climbing ropes, that aim to challenge and develop skills and encourage hours of outdoor fun. Trelines products are designed to fit most trees and gardens, so the fun of swinging, zipping, balancing and hanging out in the fresh air can all be had from a back garden. Trelines products are made with high-quality materials and include safety features so children can make the most of them while staying safe. Trelines products are durable, eco-friendly, and suitable for kids and adults alike. Following the success of the Hape Cross Racing Balance Bike released last year, the brand is now launching matching racing attire including a jacket, trousers, knee pads and more. The sporty balance bike packed with features including puncture proof tyres, mudguards, suspension and more can now be enjoyed in a fully encompassed experience with the full outfit and safety accessories. Suitable for 3–6-year-olds, the new accessories are all designed to enhance the bike riding experience, provide hours of fun and encourage imagination. The jacket and trouser set is available in two sizes with orange and black print to match the bike. The jacket features three pockets and an anti-slip strip on the bottom, and the trousers have supportive cushioning for a smooth off-road ride. With the additional extras of a racing safety helmet, sports goggles, gloves, knee and elbow pads, kids will enjoy pretending to be a racer and having fun outdoors, all while learning developmental skills and the fundamentals of how to ride a bike. Hape has also expanded the ever-popular Nature Fun range with the introduction of the Outdoor Easel. Made for kids aged three and over, the easel features a sturdy wooden structure and a double-sided transparent board that is both durable and easy to clean. Suitable for both outdoor and indoor play, this product comes with accessories including a roller, a brush, paint trays, paper roll holders and more.

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NEW OUTDOOR TOY AVAILABLE

NOW!

PLAY ANYWHER E WITH ANYONE

ITAL G I D G N O R T S RT O P P U S R P AND

GREAT VA POCKET M LUE ONEY TOY!! SOFT PLAS FLEXI-BALTIC L

Outdoor Toys

John Leisure 0161 652 6661 | (49) 8654 630820 johna@john-toys.com

John Leisure is a leading European specialist in the world of balls. Offering over 25 different types in various designs, John places particular focus and value on the quality of its products. Paw Patrol, Peppa Pig, Spidey, Stitch, Frozen, Mickey & Minnie, Disney Princess, Cars, Gabby's Dollhouse, Minions Jurassic World, Barbie, Hot Wheels, Young Jedi, and Hello Kitty are only some of the many licensed themes offered by the company. The 50cm Hopper Ball is an evergreen product which makes an important contribution to the development of children’s balance and endurance. The small, 4" Lightup Balls are particularly popular and light up as they bounce. John Leisure also specialises in Foam Balls, which feature an open or closed cell structure that can be soft or hard and is particularly easy to mould into different shapes. The extensive range starts with the very small PU Foam Balls measuring 2.5" to 6", which both have a closed surface. The sporty Marvel Heroes PU Balls in 4" and 6" feature a basketball, soccer and American football shape. The 2.5” Space Ball can bounce up to eight metres high, has an unusual crater shape and is available in purple or bright green and yellow tones. New 3” PU Balls with dinosaur and shark designs also reach impressive heights. The popular Soft Balls with the open-cell structure are now available in sizes 20cm and 15cm for soccer balls, and 18cm and assorted sizes for basketballs. The Small Ball range is rounded off by small, velvety, bouncing 2.5" rubber balls and a Sports Ball Box including various 4” sports balls. John Leisure also offers a whole range of colourful Rainbow Balls in 8.5", which range from knobby balls for a firm grip, to volleyball and football motifs. The brand-new Sports Ball line features a vinyl material with shiny, transparent, or glittering colours. The vinyl sports balls are complemented by sports balls in official sizes and include soccer, volleyball, basketball, rugby, American football and neoprene balls. A special highlight is the soccer balls in sizes 5 and 1 printed with Spider-Man, Iron Man and Captain America icons. John Leisure also offers Sports Splash Balls, which are filled with a sponge and contain water particularly well when thrown. Reusable water balloons are also available as a sustainable option for summer fun. As a ball manufacturer, John can offer to print customers' logos on the balls, to create a popular promotional item.

Zuru www.zurutoys.com | sales@zuru.com Zuru’s seasonal outdoor toys portfolio includes the best-selling Bunch O Balloons and X-Shot ranges. The award-winning Bunch O Balloons remains ever popular and includes a selection of water balloons and accessories all of which tap into the brand’s ongoing design and technological advancements, teamed with high quality functionality. Introducing an on-trend colour-palette, the Bunch O Balloons Tropical Party 3-Pack includes more than 100 brightly coloured self-tying water balloons, complete with innovative O-Ring technology and Rapid Fill capabilities. Simply connect to a tap or a hose and fill to make hundreds of water balloons in 60 seconds with no hand-tying required. The new Bunch O Balloons Reusable Water Balloons' innovative magnetic technology allows the water balloons to be used multiple times with up to 1,500 reusable splashes per balloon. Made with soft rubber material and safe-seal magnetic technology, users just open, dunk, close, and splash the lightweight balloons. Accessories include a new Shark Bite Slide, Octopus Splash Pad, alongside existing Launchers, Filler/Soakers and an impressive Slingshot which can soak targets from up to 40 metres away. Kids simply load a water balloon into the Slingshot pouch, draw, aim and fire. Following the global success of Bunch O Balloons, Zuru has adapted the concept with a view to taking bubble play to the next level. Bunch O Bubbles includes a Blaster, Mini Blaster and the new Large Bubble Blaster, a motorised blaster that blasts 15,000 bubbles every minute via its three exhaust ports. As the only non-dip, no leak bubble blasters in the market, the Bunch O Bubbles Blasters each boast a continuous flow of bubbles without stopping and dipping, and come with an easy-to-use trigger and lightweight design. The X-Shot Water lines have something for all ages, allowing consumers to grow with the brand from pre-school through to teen and kidult. The brand’s patented Fast-Fill technology offfers a quick and easy refill solution, taking just one second to refill the device once dunked in water, while the rapid-sealing mechanism prevents water from leaking from the tank. The new X-Shot Fast-Fill Hydro Cannon has a 1600ml water capacity and can blast to distances of 10 metres. Suitable for ages five plus, the blaster includes a shoulder strap for increased portability and assisted use, and, as with all X-Shot Fast-Fill models, includes fast-fill technology, giving an edge over opponents by reducing the time and hassle of refilling. One of the most popular current X-Shot lines is the Fast-Fill Skins Hyperload which blasts up to 10 metres with a 500ml water capacity tank. Featuring new state of the art printing technology, the X-Shot Skins models feature assorted designs, including the sought-after Sonic the Hedgehog version, further driving choice on shelf and collectability appeal amongst consumers. For younger children aged three plus, X-Shot Junior Fast-Fill blasters are designed for small hands, with an easy grip design. There are six sea-themed designs to collect, each holding 150ml of water and able to blast up to nine metres.

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A whole new world of wheels

BATWHEELS and all related characters and elements © & ™ DC and Warner Bros. Entertainment Inc. WB SHIELD: © & ™ WBEI. (s23)

Love The Way You

©Disney

Outdoor Toys

Sambro 0161 765 2600 | sales@sambro.com

Sambro International has built a strong portfolio of licensed and own-brand products across key categories, including its outdoor toys. The leading global supplier works closely with some of the world’s biggest and most well-known brands and licensors, including Disney, Paramount and more, across properties such as Paw Patrol, Peppa Pig, Spidey and His Amazing Friends, Stitch, Disney Princess, Barbie and Hot Wheels. Outdoor licensed toys, including inflatables and swim sets, are a major focus for Sambro in 2024 and beyond, as it aims to become a market leader within the sector. The company’s extensive outdoor toy ranges continue to develop, with a newly designed range of inflatables, including paddling pools, inflatable boats, bouncy balls, armbands and full swim sets with goggles. This freshly designed range includes licences such as Spidey and His Amazing Friends, the ever-popular Stitch, Paw Patrol, Peppa Pig, Disney Princess Ariel, Hot Wheels, Barbie and others. The outdoor inflatables range comes in plastic-free packaging as part of Sambro’s ongoing ESG initiatives, which aim to reduce the amount of plastic used in its packaging. The extended outdoor range for SS24 and beyond includes top sellers such as the Disney Princess Sand and Water Table, also available in Paw Patrol. The dual-purpose table features everything kids need to make the perfect sandcastle, as well as inspire their imaginations with the splash and play water accessories, including rake, spade, and princess sand moulds. The table features detachable legs for easy storage and brightly coloured play zones, only requiring users to add sand and water. The licensed Water Blaster Backpacks, with moulded characters, keep children cool and active in the summer months and are available in Paw Patrol, Disney Classics, Peppa Pig and Stitch. New for 2024 is the iconic Transformers Bumble Bee backpack, ready for action. Sambro’s Character Bowling Set is ideal for families and comes in a variety of popular TV franchises such as Stitch, Paw Patrol and Peppa, with six character-themed bowling pins and two balls, providing hours of fun for kids of all ages. The Spidey and Friends Space Hopper range helps children develop their core balance and coordination skills while keeping them entertained. Sambro also offers a wealth of pocket money-priced bubble toys, from Bubble Mazes through to Bubble Machines, which provide hours of entertainment for the summer months. New for 2024, in celebration of Peppa’s 20th birthday, Sambro is launching a bubble-blowing playset, ideal for Peppa fans. Outdoor toys will continue to be a significant sector for Sambro, and this breadth of range and pricing allows Sambro to position itself as a go-to supplier for licensed outdoor ranges, with an outdoor toy product for every retailer proposition.

Tomy 01392 281 927 | www.tomy.com Tomy is set to elevate the al fresco play experience even further this year with an array of outdoor toys designed to keep kids entertained. The all-new Band-it Ball, set to be launched this spring, is a 3-in-1 play-anywhere active outdoor toy in two bright colour variations: turquoise and lime green. With its soft shape, the Band-it Ball can be adjusted using the incorporated colourful wristband, which wraps around the ball, transforming it from a round ball into a disc style or rugby ball shape. The 3-in-1 Band-it Ball’s soft plastic body is coated with air bumps for high-velocity flight which can be played anywhere with anyone whether at the beach, garden, pool, or the park. Tomy will be investing heavily in the Band-it Ball launch to drive awareness from Easter and through summer. The new brand will be supported by a host of campaigns spanning TV, social media and influencer marketing with sampling and eCommerce product reviews. The latest releases from the John Deere Range are ideal for children wanting to add to their growing farm collection, especially for those who love the great outdoors or simply a spot of gardening. Under Tomy’s John Deere Licensed Kids range, three new products have launched. Building on the success of the John Deere two-piece sandbox set, the new Sandbox Tractor with Bucket play set from John Deere is designed for outdoor sandbox play. The set comes with a front loader tractor, a bucket and a shovel. Kids can load up and empty the truck's front loader with its easy tipping action, plus use the bucket as a mould to build sandcastles. John Deere will also be releasing the Lawn Strimmer and Hedge Trimmer, all suitable for kids aged 18 months plus. These new gardening tools are perfect for roleplaying and keeping little hands occupied. The Lawn Strimmer and Hedge Strimmer are suitable for outdoor play, encouraging children to engage in physical activity and explore their environment. Both products come with their own pull to wind up functionality, ideal for supporting the development of motor skills whilst providing creative and imaginative play opportunities.

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Blast BilliOns Of BubbleS

SEASONAL TOY FILL & TIE IN

GLOBALLY

60 SEC

SEC SEG

For sales enquiries, please contact sales@zuru.com @bunchoballoons @zurutoys @zuru.toys

Europe's Number 1 Sports, Leisure, Toy & Outdoor Wholesaler

Distributing brand & wholesale EXCLUSIVES to the trade this year!

Supporting:

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www.reydonsports.com

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sales@reydonsports.com +44 (0) 115 938 6444

Outdoor Toys

MGA Entertainment 0845 0533 333 | www.mgae.com

Over the last fifty years, Little Tikes has firmly established itself as a leader in the outdoor toy market. For generations, the trusted brand has created product lines that encourage active play and give children an appreciation for outdoor exploration, from colourful rideons to slides, sandpits and water tables. This year marks 45 years of the beloved Cozy Coupe, the durable and instantly recognisable ride-on from Little Tikes. The Classic Cozy Coupe and Princess Cozy Coupe are ideal for outdoor and indoor use, making them a playtime staple all year round. The timeless toy has a removable floor, meaning it can transition from childpowered, foot-to-floor ride-on to a parent pull or push wagon with a quick adjustment. Little ones can also enjoy playing with the toy’s working door and horn and clicking the realistic ignition switch. New to the ride-on line-up this year is the Adventure Rover, a new space-themed vehicle that encourages imaginative play. This follows in the footsteps of the brand’s bestselling Adventure Rocket and features a map of the solar system, front facing display and a pretend radar dish that children can use to track unidentified objects. The Little Tikes slide is suitable for unstructured, outdoor play. The First Slide is an ideal starter slide for children aged 18 months up and comes in stimulating bright blue and pink colourways. The First Slide promotes fitness, balance and coordination in children. It also boasts a wide base, designed to create stability and allow children to build their confidence whilst having fun. The Little Tikes sand and water table range includes the bestselling Fountain Factory Water Table, which combines building, splashing and all things sensory, using interchangeable pipes and blocks to introduce science learning to children in a fun and hands-on way. Little builders can play year-round with the Build & Splash Water Table, which combines colourful blocks, funnels, pipes, elbow pipes and boats. Splash Blocks can also be purchased separately, featuring patent pending design that allows them to be compatible with most leading junior block brands. Perfect for the smallest hands, the blocks will grow with children and can be used in the bathtub for floating, scooping, pouring and stacking. The Turtle Sandbox is a characterful sandpit that’s perfect for active play and doubles up as a ball pit for rainy days. The now iconic Little Tikes Gas 'n’ Go Mower is designed to look just like the real thing, with sounds and hands-on features that encourage kids to get moving and mowing. The Little Tikes Adventure Rocket is perfect to use outdoors as it encourages kids to role play and pilot their own star ship as they explore the universe. The realistic role play 4-feet tall rocket with crawl through escape hatch also features a look through telescope, realistic lights and sounds, swivel chair and star viewer screen, control centre and wires to fix on the exterior maintenance panel.

Simba Smoby 01620 674 778

| sales@simbasmoby.com

Simba Smoby UK’s outdoor portfolio sees new lines from Smoby this season, plus a brand-new IP that offers families a customisable climbing system: KraXXL. The Smoby brand will see significant investment into its premium outdoor range, with fresh developments and heavyweight marketing. New for spring is the Smoby Four Seasons Playhouse, which enables little scientists to record weather conditions and observe the seasons with functional accessories. There’s a rain gauge, fitted wind vane to demonstrate wind direction and a chime to signal wind intensity. Ideal for families who have restricted outdoor space, the all-new Smoby Activity Wall is a vertical, two-sided play space that features different activities on one wall, including a throwing game and noughts and crosses. On the reverse is a modular circuit style activity, with gutters, reservoir, rocker and paddle wheels that allow children to pour water or roll balls down it. The Smoby Life collection launches this season with the Jura Lodge Playhouse and XL Slide. Made from recycled materials, this playhouse is perfect for families looking for sustainable outdoor toys that are appealing and offer the same quality and durability Smoby is known for. The Jura Lodge playhouse includes two half doors, windows, shutters, a bird feeder and more, whilst the XL Slide has a fun double wave for added thrills. The KraXXL climbing frame offers children aged three to seven endless play possibilities at an affordable price point. There are three sets to pick from: The Tower, The Frame and The Giant. Each set allows families to create a unique and sturdy design quickly and easily, with its two-click system clips. The plastic frame is blow-moulded for strength and stability, and each set shows customers several ways of figuring and re-configuring to offer a variety of play experiences.

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F OUTSTANDING S O UC RS old in the UK sinc A C e s E la u Y io n 3

NEW FOR

2024

S ES

CLASSIC

www.vividtoysandgames.co.uk @vividtoysandgames

Outdoor Toys

Character Options 01616 339 800 | www.character-online.com sales@charactergroup.plc.uk Character Options’ hugely popular Stay Active category continues to meet high demand for family-friendly activities and toys, with fresh developments for 2024. The Stay Active family-inclusive range can be played with both indoors and outdoors. The range has developed into a whole division within the portfolio and continues to benefit from heavy investment into product development and marketing, with plenty in the pipeline for 2024. Launching this summer is Stay Active Get Low Balance Board, a full-body workout and fun challenge game in one. The aim of the game is simple – to follow the instructions accurately and do it in good time. When a colour is called, kids angle the board in the direction of the colour. If they hear “360” they must roll the entire board in a complete circle, and when asked to “get low”, must bend down and press the button without any wobbling. There are three modes of play: Challenge, Lightening and Chill. Stay Active Jump-It Wipeout game is perfect for families looking for a fun and inclusive activity that will get the heart pumping, be it indoors or out. With this fast musical jump challenge fitness game, players take the leap and test their skills, jumping the rotating soft foam jump bar to avoid being wiped out. The last one standing wins, so to be in with a chance of taking the crown, players need to jump the bar until the time is up, avoiding being wiped out along the way.

Dino Bikes 07850 779 797 | 07877 443 733 | sales@sjr-associates.co.uk Dino Bikes is based in Cuneo, Italy, and has been producing bikes for more than 100 years and offers a full bike solution for any retailer. Dino Bikes conform to all EU regulations and the company’s technical service is constantly tested by renowned European companies authorised to release safety and conformity certificates, such as the German company TÜV Rheinland. The company aims to offer flexible production to better satisfy client requests and strives to create the highest-quality bikes. Dino’s manufacturing facilities have tools that allow it to meet these goals while using the best quality components and the most modern production methods. This approach results in continual quality control, both during production and on the finished product. Dino Bikes are supplied from Italy with no MOQs per bike. The full range includes licensed bikes as well as generic ones, with the Peppa Pig model proving to be a best-seller.

Winning Moves www.winningmoves.co.uk | sales@winningmoves.co.uk Perennial best-seller Pass the Pigs doesn’t show signs of slowing down. The crazy dice game, which sees players race to 100 points by throwing dice-sized pigs in various positions, is consistently ranked in the top ten in the Amazon Dice Games category and has over 2,000 5-star reviews. Following the success of the brand, Winning Moves announced Pass the Pugs, and shortly thereafter Giant Pass the Pugs. These inflatable canine pals can be used both indoors and out and are ideal for playing in the garden, on the beach or even at the park. They also come with a convenient carry sack, so they can easily be stored once deflated, and they can be reused again and again. In June 2023, Winning Moves announced a brand-new member of the Pass the Pigs family: Giant Pass the Pandas. These appealing, inflatable pandas, like their predecessors, are perfect for outdoor summer play and can be deflated to fit inside suitcases or backpacks, making them ideal for travel and days out.

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sales@simbasmoby.com

Outdoor Toys

Hasbro 0208 569 1234 | www.hasbro.co.uk The Nerf Super Soaker Flip Fill water blaster features four different water-streaming styles, so users can choose the way they’ll soak friends and family in the garden and outdoor settings. Players can simply turn the nozzle on the blaster to unleash a narrow single stream, blast a large single stream, blanket opponents with a scattering deluge, or pour on the soakage with an angled fan spray. Users simply take aim and pump the slide backwards and forward to get the drenching fun going. The Nerf Super Soaker Flip Fill has a fast-fill design, and the tank holds up to 30 fluid ounces (887 millilitres) of water. Suitable for teenagers aged 14 and above, the Nerf Pro Gelfire Dual Wield Pack includes two blasters that feature instant firing with no priming and no batteries needed. It’s simple to fire rounds by pulling the trigger. Users can hold and fire a blaster in each hand for a double-fisted battle advantage in competitive games. Each blaster has a 100-round integrated hopper. The product includes 300 hydrated Nerf Pro Gelfire soft, super absorbent polymer projectiles, two pairs of protective eyewear and a trigger lock. The quality design provides durability for competitive Gelfire games. Also designed for ages 14 and above, Nerf’s Pro Gelfire Ignitor blaster is a single-fire blaster which packs plenty of power in its compact size, making it a great sidekick in battle. Users can unleash one round at a time from this single-fire blaster that has a t-pull mechanism and holds up to 60 rounds. The blaster includes 300 Nerf Pro hydrated Gelfire rounds; these soft, super absorbent polymer projectiles fire at a high velocity and burst when they hit a target with no pickup needed.

Vivid Goliath 01483 449 944 | www.vividtoysandgames.co.uk Vivid Goliath has planned a full suite of marketing campaigns to announce the arrival of its market leading Outdoor range, Wahu. The fully comprehensive range features both Sport and Garden outdoor play. Within Sport, heritage brand Phlat Ball consistently sits in the top best sellers list with the enduring play pattern of throwing like a disk and catching like a ball. With the launch of a Junior version, the go anywhere Phlat Ball is ideal for days outdoors. Wubble is a super squishy, squashy and lightweight bubble ball. Available with or without pump in either pink or blue, the range has introduced the new Tiny Wubble for a travel friendly option. Wahu Aqua Pals are perfect for indoor and outdoor fun. Designed with a breathable mesh fabric, Aqua Pals dry quickly using AquaDry technology, making them great for play at the pool, beach, backyard or bath time. Both lightweight and buoyant for easy play in the water, the pals are also UV and fade resistant for increased durability. They are machine washable so they can enjoy a day outdoors and then be ready for snuggles at bedtime. The range includes beloved pre-school characters that kids can take on outdoor adventures wherever they go.

One for Fun 0141 613 2525 | www.oneforfun.com | sales@oneforfun.com 2024 sees the introduction of various outdoor playthings from the HGL brand, all designed to retail at under £5. New products include large foam gliders in blue or red, playground chalk, bubble wands, a foam rocket launcher, a golf set and a bubble machine. There is also a brand-new bowling set which is expected to become a classic outdoor game. Additionally, HGL will be releasing sets of dinosaur and unicorn bubble wands, each containing three in a pack. Ozbozz, a brand known for its value outdoor toy ranges, has launched a Three Wheel Scooter with Parent Pole this year. This cleverly designed scooter combines convenience with practicality and eye-catching style, including flashing wheels. The screwless design has produced a scooter which grows with the child by incorporating height adjustable handlebars. The seat and parent pole are also removable for when scooting ability improves or when navigating safe areas, all engineered to give the best value for money. This joins the ever-popular scooter range, including the Unicorn Dreamland Scooter which was best seller of 2023. This year sees a size reduction in the Ozbozz range of Pogo sticks, from 98cms to 89cms. The pogos boast a more powerful spring giving extra bounce. The reduction in size will fit more readily into the profile of pogo users and provide more convenient packaging, a more cost-effective price point and added value all round. Consumers will now be able to buy a good quality pogo stick from a trusted brand for less than £20. Older children continue to be catered for with the Big Wheel Torq Ruff Scooter and the Vyper Scooter. These sturdy scooters are suitable for on road and off, with large, 200mm wheels at the front and back for Torq Ruff and 145mm wheels for Vyper. Ozbozz neon skateboards continue to be popular and the brand has also introduced new generic skateboards, available in different sizes, from the smaller satchel board to full size adult boards in a variety of designs and materials.

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Outdoor Toys

Funrise www.funrise.com | salesuk@funrise.com Gazillion Bubbles is celebrating its 20th anniversary this year. New items launching in 2024 include the Double Bubble Blaster, an all-new bubble blaster gun which doubles to stand upright on its base to become a bubble blasting machine. Funrise will also be launching the Roaring Rex Blaster, a dinosaur blaster that opens its jaw from a trigger, unleashing a roaring dino sound and shooting bubbles. Both lines come with a 4 oz bottle of solution, ready for children to open up and start playing. Gazillion Bubbles solution leaves no residue and does not clog up machines, providing countless hours of bubble fun. The Gazillion Bubbles 2 Litre solution ranked as the top bubble item in 2023, according to Circana reports, and is predicted to be a product that retailers will stock up on this year. Funrise will be supporting the brand with a springsummer TV campaign in May, alongside a major sports marketing campaign around the 20th anniversary of the brand.

Geemac 01604 401 719 | Sales@geemac.biz Geemac Sales & Marketing has a line-up of top-tier outdoor brands for 2024. The Sportspower trampoline range features even more newness from marketleading licence Fisher-Price as well as a brand-new Barbie line. This range has been designed to grow with children from 18 months through to six years. 2023 marked a record-breaking year for Sportspower's Fisher Price sales, something Geemac aims to replicate. It is also hoped that Barbie sales will also emulate this performance. Geemac’s licensed ranges serve as supplementary additions to an already extensive generic line-up. Geemac is embracing sustainability by distributing Feber's new Toy Awardwinning Eco Playhouse in the UK. Made from 90% recycled plastic, it teaches everyday sustainable habits such as how to grow plants organically, recycling and generating green energy. The Eco Playhouse includes two recycling bins, urban gardening and tools, rainwater harvesting with a tap, windmill, imitation solar panel, nest and bird feeder, providing a huge amount of play value in just one item.

Reydon Sports 0115 938 6444 | www.reydonsports.com sales@reydonsports.com Working alongside Franklin Sports, Reydon is an exclusive B2B European distributor for the brand including its Nerf Sports range with full support from Hasbro UK. Exploring a hybrid of sport and toy through an innovative set of products from Nerf, the ranges are distributed via Reydon’s UK distribution centre based in Nottingham. The company’s B2B model allows it to supply and service the world of retail across many sectors, with a whole array of marketing support on offer. The 30+ SKU launch for Reydon showcases a superb set of sporting product lines which fit perfectly into any Toy, Sport, Leisure and Multiple retailers. Reydon exclusively distributes the Nerf Vortex Howler, the original long-distance football. This foam ball has a flight-optimising tail to make it fly far and is designed for ultimate distance. When users throw it through the air, it makes a howling whistle sound. The handgrip helps users to get a firm hold on the ball and it has an aerodynamic design with finger grip zones to help the Vortex Howler spin faster for greater accuracy. Soft and safe for easy catching, the Vortex has been thrown over 90 meters. With a long-term business strategy to develop its sports offering with a toy-like spin, Reydon Sports is working closely with Franklin Sports to open up a superb offering of products to retailers.

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Outdoor Toys

AB Gee 01773 570 444 www.abgee.co.uk sales@abgee.co.uk

Pat Avenue 01604 678 780 | enquiries@patavenue.co.uk Children aged three-years-plus can get outdoors and explore the world on wheels with Pat Avenue’s Keyriders range of scooters and helmets. Keyriders currently offers kids two scooter designs to pick from: Draky and Perrycornio. Both feature a plush character as well as lights in the wheels designed to give the scooter an appealing look and support visibility. The scooters are extendible and foldable, meaning that they will grow with the child. They also provide the option for easy storage, as they can be fitted away neatly under a bed or in a cramped cupboard. The creative Keyriders collection offers kids a host of characterful helmets to pick from, which can be stylishly paired with either one of the scooters in the range. The 2-in-1 Plush 3D Helmets come in two designs: Dino and Besties, and give kids two different looks to alternate between. They can choose between the printed graphic or add the plush cover for a 3D effect. The 3D Helmets aim to inspire the imaginations of children with their impressive 3D elements.

The Fubbles NoSpill range of bubbles is designed to prevent accidental bubble spills during active play, allowing kids to have fun without the mess. Included in this range are the Mini Tumblers, which let users blow bubbles without spilling the solution, therefore extending play time. Kids can tip them upside down and knock them over without losing all their bubble liquid. Tumblers are also available in a larger size, and the collection includes a bubble bucket equipped with three wands for friends and family to join in the fun. Additions to the range include the Mini Pals Bubble Machine in assorted colours and the Fun-Finiti Bubble Machine, which provides up to one hour of non-stop bubble-making before needing to be refilled. The Fun-Finiti Bubble Machine features three No-Spill bubble blowing wands for maximum bubble output without any messy spills and a reservoir that holds 20 fluid ounces of solution, with less refilling, more bubbles and no spills. These are in stock now with more lines available to preorder for a summer delivery.

Dolu 07850 779 797 | 07877 443 733 | sales@sjr-associates.co.uk For spring/summer 2024, Dolu is introducing several new items including an affordably priced entry-level sand & water table with a lid that doubles as a handy desk for creative kids. Also launching is a first slide complete with a water feature. The product is the result of a new mould and is available for 30% less than Dolu’s first slide offering from last year. New playhouses, both with and without fences are also on the way, with all models benefitting from additional features that enhance play and inspire kids to embrace adventures in the great outdoors. Dolu manufactures over 300 outdoor play items, including 57 Mattel products under licence. Of these, 21 are available for the UK market including a Barbie playhouse and picnic table, a Fisher Price playhouse, sand & water table and first slide, a Hot Wheels 4 Wheel pedal ride on quad and moto, and many more. Everything Dolu manufactures is made at its factory in Istanbul, Turkey, and there are no MOQs. Everything is delivered direct. Due to the free trade agreement between the UK and Turkey, Dolu can offer delivered prices in GBP. Feedback indicates that 90% of Dolu’s product range can be delivered for less than buying from China while a container can be as little as £10,000. Dolu customers can benefit from ease of supply and quick turnaround, meaning they can bring in items quickly when forecasts improve; Dolu always holds stock of 75% of its entire product portfolio.

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Outdoor Toys

MV Sports 01217 488 000 | www.mvsports.com | info@mvsports.com MV Sports remains steadfast in its dedication to providing a diverse array of play options for the upcoming summer season. The renowned brands Hedstrom and Kickmaster continue to captivate enthusiasts with their innovative offerings, whilst MV Sports’ latest brand MoVe aims to be a leading name in licensed and own-brand wheeled toys. Hedstrom’s coordinated range of quality metal play equipment includes slides, swings, trampolines and multi-plays. Hedstrom is a recognised evergreen brand synonymous with superior quality and offers products meticulously crafted to elevate play experiences. The company’s commitment to excellence extends beyond design to include retail-friendly packaging, ensuring convenience for both consumers and retailers alike. New category innovation has been well received in the form of the Fast-Folding Musical Toddler Swing, which has a removable speaker containing twenty pre-set soothing sounds to choose from. Additionally, the speaker can connect to a smartphone and play songs from a user’s own music library. The Musical Toddler Swing is suitable for both outdoors and indoors, with non-scratch rubber feet suitable for most surfaces. Kickmaster is a leading brand for kids’ football and is an innovator in the category. New for 2024 is the Soccer Arcade, an innovative precision shooting and chipping gallery complete with ball return and a traditional goal at the rear. The brand has also launched an Adjustable Rebounder, where players can practise ball control, passing, accuracy and shooting as well as goalkeeping drills. The unique Adjustable Rebounder offers quick and easy angle adjustment by the turn of a dial, there are no preset or fixed angles so the user can position the angles on the rebounder however they like. Featuring a contemporary look and a strong hexagonal net, the durable steel frame is powdercoated for UV protection and features a folding mechanism which means the rebounder folds flat for easy storage. MoVe is adding to its extensive portfolio, starting with the introduction of Squishles. A brand-new concept across both licensed and non-licensed wheels, the range combines the latest trend in squishy plush with practical onboard scooter storage. MoVe has expanded its portfolio with six new licences, which include a new Batwheels range for younger riders and a tropical Stitch range. MoVe’s Barbie range has also undergone a complete makeover and has added new products to the collection.

Hy-Pro 01582 670 100 | www.zincsports.com The internationally recognised, patented, Zinc Flyte, 2-in-1 scooter suitcase has no assembly required and is a handy waterproof travel companion, suitable for everything from a trip to the park to a sleepover at a friend’s or a trip abroad. With three easy-glide scooter wheels, and its lightweight, weather-resistant, rebound shell, the award-winning Flyte scooter suitcase is perfect for all travel essentials, whether that be carrying toys to the park, or a summer holiday. The ready-to-ride compact luggage case with a fold-out scooter deck is recommended for ages three and over, carrying a maximum weight of 50kg. There is a range of colours and characters available. New for 2024, Zinc has launched two new additions to its lighting range, the Zinc T-Motion Sunshine, recommended for ages three and over, and the Zinc Dazzle, recommended for bigger kids aged six and over. Designed with children in mind, Zinc has created the Sunshine with 20 different lighting options, allowing riders the ability to personalise their scooters at just the click of a button. Developed with an emphasis on safety, the scooter’s brightness which is groundbreaking enables visibility in low-light conditions, requires just three AA batteries and features three wheels for extra stability. Weighing in at just 3.2kg, the lightweight scooter offers a height-adjustable handlebar with three height options (64cm, 72cm and 80cm), so it can grow with the child, and holds an impressive maximum weight of 100kg. The Zinc T-Motion Sunshine will be available from June. The Zinc Dazzle features a lightweight, robust design and two smooth 200mm wheels. Only weighing a total of 4.4kg, it is suitable for children aged eight and over. Like the Sunshine, the Dazzle can hold a maximum weight of 100kg, while providing a height-adjustable handlebar, from 91 – 103cm. This stylish, two-wheeled scooter features extra bright light-up wheels, providing visibility alongside a stylish aesthetic, and front and rear mudguards over its impressive wheels. The Zinc Dazzle will be available for purchase from June. Both new additions to the Zinc Lighting range have premium bearings, offering the smoothest and easiest glide, without compromising on quality.

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Outdoor Toys

KidKraft www.kidkraft.com | mark.inett@kidkraft.com For over 50 years, KidKraft has been creating toys and furniture to amplify and enrich. Children’s outdoor Swing Sets inspire active, imaginative play and enable kids to be outside and get fresh air while experiencing endless hours of fun and physical activity. Whether parents are in search of outdoor Swing Sets, outdoor playhouses, or active play accessories, KidKraft has them covered. The brand believes in real promises of earth-friendly materials and strives to create items that are sustainable and safe. Thoughtfully designed to fit all families and backyards/gardens, 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. Kids can enjoy swinging, sliding, climbing and hanging while playing on one of KidKraft’s curated swing sets. The Cozy Escape Playhouse is an ingenious two-story set that lets the fun go up instead of out, taking up less space. With almost 50 square feet of play space and the addition of a twisty slide, this double-decker structure can entertain multiple kids at a time. The Ainsley Swing Set 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 wall for climbing and a shaded upper-level clubhouse with a chalkboard tarp. Underneath, children can also play in the spacious sandbox. The sturdy Canyon Ridge Wooden Swing Set is built to entertain a dozen kids. Each all-in-one activity centre and playhouse features two durable slides: an extra-deep high-rail wave slide and a rugged 12’ Twist N’ Ride tube slide with a crow’s nest lookout.

United Wheels 01525 664 041 | www.huffy.co.uk | sales@unitedwheels.eu United Wheels EMEA has announced an array of new Huffy products and licences for the upcoming year. The much-anticipated 16-inch Pro Thunder in a vibrant new green colourway is hitting the Huffy lineup in AW24. Boasting a Junior ATB decorated seat with an integrated seat post and an oversized steel frame, this revamped bike is set to make waves with its updated design. 2024 is also bringing the all-new 20-inch Green Machine, which features a quick-adjust seat, 20-inch pneumatic tyres, and integrated LEDs. The Green Machine comes in cool packaging complete with a QR code for tips and tricks. Huffy is looking forward to rolling out three new Disney and Marvel ride-ons for 2024. Leading the pack is the Spider-Man ride-on Motorcycle, featuring webbed tyre details, a 6V battery, a slow start feature for ease of driving and automatic headlights that turn on as the mini superhero rides. Huffy is also introducing Disney Frozen and Princess ride-on Bubble Quads, complete with push-button lights and sounds, a bubble maker, traction wheels and themed accessories. There will also be new licensing partnerships for 2024 and beyond with gaming giant Microsoft, which will see the launch of the 16-inch Minecraft bike, adorned with cool graphics, light-up stabilisers and a front plaque featuring the iconic Creeper. Another licence being added to the ever-growing United Wheels portfolio is from Universal Studios. Venturing into the world where imagination and reality collide, United Wheels introduces a captivating lineup of bikes from Gabby’s Dollhouse, featuring various sizes and a host of exciting features. Jurassic World takes centre stage with the release of a 14-inch Bike for AW24, featuring dino colours, a padded saddle with the Jurassic logo and graphics showcasing velociraptors on the chain guard.

Dulcop www.dulcop.com | commerciale@dulcop.com Dulcop is a European leader in the production and distribution of soap bubbles and bubble toys. There are over 300 products available in a range of sizes from 60ml to 5L. These include Soap Bubble Standard 60ml (36-piece display and packs/blister cards), Soap Bubble Maxi 175ml (16-piece display), Soap Bubbles Glass 300ml (12-piece display), Giant Kit Bubble Refill from 0.5 to 5L, Bubble toys (wands/blaster), plastic bubbles and bubble machines. With 32 graphics options available in its catalogue and 14 more available upon request, buyers have a continuously refreshed property assortment at their disposal. Dulcop’s soap bubbles can also be customised for promotional activities, events, sponsorships, or giveaways. The 2024 Product Catalogue features designs inspired by popular licences including Paw Patrol, Peppa Pig and Bluey. In 2024, Dulcop introduced the Medium Bubble Gun with Stitch graphics and unveiled two new characterthemed designs, Wish and Spidey & Friends, in the standard 60ml size. Dulcop bubble solution is compliant with CLP thresholds, EU Directive 2009/48/CE and is the only soap bubble solution on the Allergy Certified list. By moving to a brand-new plant, Dulcop has renewed its commitment to reduce the environmental impact of every single bubble bottle; production uses 30% recycled plastic and paper and cardboard from a sustainable model.

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Outdoor Toys

HTI 01253 778 888 | www.htigroup.co.uk | info@htigroup.co.uk This year, the Evo brand from HTi continues to offer 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 consistently set the standard in the wheeled product arena for all age groups. This season, Evo is expanding its product range in specific areas of innovation, introducing new items to the Stunt Scooter ranges, Battery-Operated RideOns, and rejuvenating the Junior Balance Bike range. Alongside these innovative additions, the brand is introducing new trend-driven colours to selected products to ensure the range stays fresh and relevant. Numerous new additions to the balance bike range for the upcoming season feature fresh colours and enhanced features. Two standout products in this range are the Glider Balance Bike in a range of on-trend shades with the addition of a basket for versatile use, and the Explorer Bike, offering a convenient solution for on-the-go fun, available in multiple colours. Designed to teach coordination and balance to start cycling journeys, the Explorer bike features an easy fold-away system making it perfect for days out. In the realm of stunt scooters, Evo is launching new and revamped models. The Viper and Kraken Stunt Scooters have been revitalised with eye-catching designs, from the T-Bar to the grip tape details. The Neo Chrome Stunt Scooter, HTI’s latest addition, boasts a stunning neo-chrome finish and top-notch specifications, catering to serious scooter enthusiasts. Evo continues to enhance its battery-operated product range, aligning with current trends in style and branding. The line-up now includes two newcomers: the Dino Quad Bike, featuring a unique T-rex body design with sound effects and a chomping mouth for prehistoric adventures, and the Dream Coupe, a stylish pink convertible designed to spark imaginative play.

Micro Scooters 01206 381 334 | www.micro-scooters.co.uk Micro Scooters’ multi-award-winning Micro brand marks its 20th year in the UK in 2024, with plans to commemorate and celebrate successful products such as the Mini and Maxi Micro. The Micro Balance Bike Lite range is one of the newest destinations for the brand in 2024. Launched in ever-popular pink and blue colourways, Micro's balance bikes are designed with the same attention to detail as the scooter ranges. The bikes come with 11-inch tyres, helping young children with mastering the art of balancing on two wheels. Meanwhile, the rear suspension is a clever piece of engineering that protects from bumpy beginnings. Built for growing adventurers, the bikes adjust as kids grow to ensure years of use. The lightweight magnesium frame (a featherweight 2.6kg) ensures the bike is easy to manoeuvre, meaning a young child is always in control. Made with replaceable parts to last a lifetime, the Micro Balance Bike range is designed for long-term use. With the government continuing to invest in active travel solutions and a new generation of parents who understand the benefits of kids leading a healthy outdoor lifestyle, Micro expects the demand for balance bikes to increase. After twenty years of providing users with top-quality wheeled vehicles, the team at Micro carefully design products that are made to last. The Micro Balance Bike range comes with all the marketing and communications support Micro is known for, including high-quality videos, imagery, pre- and post-purchase support and other media opportunities, including influencers, press and experiential activity.

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Allegedly

There have been reports that the Very Group owners, the Barclay family, are exploring options to sell the business. Very is said to have approached several private equity firms to sound out their interest, but the owners have allegedly put a “hefty” valuation of £4b on the company and are said to be unwilling to budge, leading some to speculate that a sale is unlikely. Meanwhile, the new Asda owners have been grappling with the first-world problem of whether it is acceptable to borrow millions from the parent company (EG Group) to pay down debts incurred on buying not one but two private jets (I love the fact they couldn’t share one, but each had to have their own. Perfectly normal behaviour). After all, it’s not as if their debt-laden takeover of Asda has come under government scrutiny recently. Oh wait… It has been announced that Jazwares has decided to take legal action against Build-a-Bear, which it has accused of “copying the look, feel and tactile design” of Squishmallows. To be fair, I saw numerous ranges in both London and Nuremberg which – one could possibly argue – are also sailing very close to the wind in that regard, so it will be interesting to find out in the fullness of time why Jazwares chose Build-a-Bear to go after. Maybe on this occasion the design has finally crossed the line, or maybe Jazwares feels it will garner more publicity to go after a big name like that, which in turn may scare others off without the need for legal action. Perhaps there is a perception that Build-a-Bear has deep pockets and is therefore a more attractive target? Whatever the rationale, I bet there are a few toy companies which will be nervously checking the post every morning just in case they’re the next in line for a letter from Jazwares’ solicitors… It’s the time of the year when the big toy companies announce their Q4 and full year results (I wonder if they will postpone them to coincide with the New York Toy Fair next year or keep them in the middle of February?). Mattel, Hasbro and Spin Master have all unveiled their 2023 figures in recent weeks: the pattern that generally emerged was of a challenging year which was mitigated by a strong finish to the year in Q4. Mattel and Spin Master in particular can take comfort from their respective Q4 performances, driven by key evergreen brands and new launches, which sets both companies up nicely for the year ahead. Hasbro’s Q4 numbers didn’t quite come through in the same way, but Furby was certainly a bright spot, as was the performance of Wizards of the Coast across the whole of 2023. There are some excellent new launches for '24 which we saw in Nuremberg, and hopefully it's now a case of drawing a line under last year and moving onwards and upwards… I wasn’t able to visit Spring Fair this year, as I was sadly struck down with a post-Nuremberg lurgy (Nuremblurgy? Nurembug?). I gather it was a steady show, with several toy exhibitors happy with the level of retail interest. The dedicated Kids & Play section seems to get smaller every year, but there was also a healthy representation from toy companies in adjacent halls so, overall, there is still a respectable presence from toy companies looking to reach different retailers – small gift shops, garden centres, zoos, theme parks etc – than the accounts that come to London Toy Fair. For those with the right product (and the right margin capacity), there are certainly opportunities. However, unfortunately not every visitor had a positive experience. Midco Toys’ Dave Middleton might have thought that winning the Independent Toy Retailer of the Year award would see suppliers welcoming him with open arms (that and the fact he’s a successful retailer who can shift decent volumes of product), but one particular Spring Fair exhibitor obviously didn’t read the script. Essentially, Dave was treated appallingly by the reps from Jellycat, who made it abundantly

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clear that they didn’t want to engage with him in a prolonged, fairly unpleasant exchange. I have to be honest and say I wasn’t surprised when Dave told me what had happened: this company has ‘previous’ for excessive snobbery and rudeness. I gave up even bothering to try to talk to them years ago. Under Dave’s post, which has been viewed by over 30,000 people, there were numerous comments from people who have had a similar experience with this particular company (it’s obviously part of its DNA).I genuinely struggle to comprehend why anyone would pay £50k++ for a stand at a trade show to adopt a sales prevention mentality and tell people they can’t open an account unless they practically beg. Maybe it’s a reverse psychology thing – treat ‘em mean, keep ‘em keen? Perhaps that used to work in the bad old days, but I’m not sure it’s still a winning strategy. And what must the show organisers think – they can’t be happy with visitors having such a bad experience. I appreciate that the Jellycat team can run their business however they see fit – that’s their call. But given all the bad publicity that has followed one poor interaction (30,000 viewers and counting), I would be amazed if the company didn’t revisit its trade show policy. And if they don’t, I am sure they will reap what they have sown… Amazon has been warned by the government to unfreeze seller funds it has been withholding as part of campaign of stricter VAT checks. In theory, this whole matter should be relatively straightforward. All online sellers should pay VAT where legally applicable – if not, they are avoiding / evading tax and negatively impacting the NHS, education, family support, roads, infrastructure projects and a host of other areas where government funding is essential. That said, the process for Amazon to check this should not take as long as it is doing – it doesn’t seem that a sufficiently rigorous process is in place, or there aren’t enough Amazon employees to implement it. I have a VAT number and records of quarterly VAT returns that can be provided in minutes – how can the validation process take as long as four months? I was contacted by several toy companies saying they have had substantial amounts withheld for prolonged periods, and who have even received threats of account closure – in one case, because a company tried to add a new employee to the portal and his ID was rejected. Frankly, that’s just not good enough. Three words Amazonians: Sort. It. Out… The dates for the New York Toy Fair have now been confirmed for ’26 and ’27 – February 14th-17th and February 20th-23rd respectively – allaying fears that the return to New York would see the show impinge on the dates of Nuremberg or London. These two shows peacefully co-exist and complement each other nicely, so it’s a relief to hear that the US won’t be throwing any curveballs into the mix… With all the challenges with established western online platforms, it’s important that we don’t turn a blind eye to the rise of Chinese online purveyors of cr*p like Temu and Shein, which frankly make Amazon look like saints. Toy Industries of Europe director general Catherine van Reeth told me in Nuremberg that they bought 20 toys off Temu to test how rigorously they were adhering to standards. Every single one failed even the most basic safety protocols; 18 had no address, one had an address of a bloke in Germany who had no connection to toys in any way and one actually stated that its address was “LaLa Land, California.” Yet EU safety regulations for toys are being tightened significantly, leaving legitimate toy companies facing more draconian – and costly – rules – while elements of the Chinese factory system are quite literally having a laugh. Very much a battle we need to come together to fight.

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