Toy World Magazine May 2022

May 2022 Volume 11 Issue 9

The Team...

CONTENTS May 2022 Volume 11 Issue 9

John Baulch

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

38 Company Profile: Playmobil

Mark Austin

Sales Director mark@toyworldmag.co.uk 01442 502 405 07710 532 952

Anita Baulch

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

40 Feature: Dolls & Collectibles

News

Regulars

Features

07 08 18 22

24 30 33 36 128 190 196

38 40 66 68 70 74 192

From the Publisher News Industry Moves Marketing World

Generation Media NPD Talking Shop Letter from America Fresh Viewpoint Allegedly

Company Profile: Playmobil Feature: Dolls & Collectibles Brand Profile: Character Options Company Profile: Toy Zone Company Profile: DKB Toys Special Feature: Toymaster Preview Company Profile: IETP

Contributors The NPD Group Mark Buschhaus Stephen Barnes Felix Lewis Asha Bhalsod

133 Feature: Licensing World 144 150 156 160

Q&A: Licensing Expo Feature: Vegas Preview Company Profile: Holotoyz Feature: Character Licensed Merchandise

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

74

Special Feature: Toymaster Preview

133 Feature: Licensing World

Sam Giltrow

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

Alakat Published by

Mark Crowford

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

www.toyworldmag.co.uk @toyworldmag @baulchtweet

toyworldmag

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Toy World Magazine

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

W

elcome to the May edition of Toy World – which I am proud to say is another belter of an issue. We received a stream of compliments after our April issue arrived, with many people commenting how impressed they were with the size of the issue, given the time of year – but it certainly wasn’t a one-off, as this month’s bumper edition emphatically illustrates.

I am writing this leader column after returning from the Easter break, which I hope will turn out to have been a successful trading period for the toy community. Retailers and suppliers could certainly do with a bit of a boost after a challenging couple of months, where petrol, food, gas and electricity prices have all risen steeply, making us all feel poorer every time we fill the car up or put the heating on.

from the publisher

John Baulch - @Baulchtweet

Sentiment plays an important role in many discretionary consumer purchases – and while we can put forward a compelling case for toys being considered ‘essential’ for kids, even the most ardent member of the toy community has to accept that we are not at the front of the queue for family budget if the queue also includes eating and heating.

Historically, toys is one of the retail channels that is at least partially protected from the impact of consumer spending cutbacks – there is an age-old adage that says parents don’t like their kids to bear the brunt when times get tough. There is a lot of truth in that, but equally, soaring inflation and the rising price of so many household essentials will test that theory in the most robust way.

If I was looking for the upsides, I would say that many consumers purchasing high ticket toy items fall into the bracket of people who feel they can cope with the current financial turbulence. There is also a wide spectrum of toys on offer at pocket money or competitive prices – the toy market has a far broader entry level offering than many consumer goods categories. Indeed, this month’s NPD article takes a timely look at Collectibles and charts how well the category has rebounded over the past year – it is certainly going to be a key area for retailers, both in terms of driving footfall and turnover, as we head into the summer months. Although if some expensive items of expenditure are off the table - new car, holidays etc- that may even leave a bit more money in the pot for the kind of purchases which drive the toy retail business for 10 months of the year.

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This month’s issue includes a host of special features to keep you up to date with all the latest new products that will be coming to market shortly; our product category feature focuses on the Dolls & Collectibles sector – the girl’s aisle if you will – which remains as dynamic and competitive as ever, while there is also an extended Licensing World section, encompassing all the latest news from the world of licensing, a round-up of the hottest new character merchandise about to launch and a sneak peek at what will be happening at the Licensing Expo in Vegas later this month.

Finally, we are absolutely delighted to bring you an extensive preview of the forthcoming Toymaster show – over 50 pages of ads and editorial featuring the key ranges that exhibitors will be showcasing in Harrogate in a few weeks’ time. Last month’s INDX show saw a healthy mix of AIS members and other specialist retailers (both bricks & mortar and online) congregate in Solihull, and I am sure we will see even more independent toy retailers heading to Harrogate to start placing their orders for the festive season. As one Toymaster member says in this month’s Talking Shop section, “For indies, it is the right show at the right time,” providing the perfect complement to the London Toy Fair.

We caught up with the Toymaster head office team ahead of the show, to hear how the group supports its members and how it has been evolving – you can read what they had to say in our exclusive interview with Yogi, Paul and Brian, which starts on page 74. The Toy World team will be out and about in force at the show, so we are looking forward to catching up with as many exhibitors and retail visitors as possible during our trip. Let’s hope the sun shines and the mood is buoyant.

Of course, it would be naïve or disingenuous to pretend that many families will not have some tough choices to make this year when it comes to expenditure. However, we’ve faced some daunting challenges over the past couple of years and there have been some truly remarkable outcomes that none of us could ever have predicted – for example, two years of increasing toy sales, despite everything the pandemic and lockdowns could throw at us. Let’s hope 2022 proves to be another remarkable year – it certainly won’t be dull.

News Exhibitor applications for Toy Fair 2023 are now open Toy Fair is to return to Olympia London from 24th-26th January 2023, across the Grand and National Halls, bringing together toys and games manufacturers, distributors and retailers under one roof across three busy days and welcoming companies of all sizes, from small start-ups to large, renowned brands.

Companies can view 2023 rates and space package options and apply to exhibit directly via the Toy Fair website: www.toyfair.co.uk.

Majen Immink, director of Fairs and Special Events, said: “Despite the challenging circumstances we faced last year, we were overwhelmed with the support we received from the industry and were delighted that we were able to put on a successful event. The positive feedback we have received since the show has highlighted how important it is for the industry to do business in person again. We are now very much looking forward to the return of Toy Fair 2023 in January, in what will hopefully be in more normal circumstances.”

Toy Fair exhibitor Daniel Tavender, managing director of Epoch Making Toys, added: “After a successful and hugely enjoyable return this year, the team at Epoch Making Toys is already looking forward to next year’s London Toy Fair. It’s the perfect way to start the year, giving us the chance to spend time with our valued customers and share our exciting new products for 2023.”

Hannah Martyr, Sales & Marketing director at The Den Kit Company, which exhibited for the first time in 2022, commented: “Exhibiting at The Toy Fair had been on our wish list for a while. We were therefore absolutely over the moon to finally introduce our outside play brand in the Greenhouse Zone this January – a fabulously nurturing, friendly and exciting place for small brands like ours to experience the full force of Toy Fair. There is simply no replacement for the person-to-person, product-in-hand contact that Toy Fair offers – and we are still welcoming new stockists and orders as a direct response to those introductions.”

Visitor registration will go live on the Toy Fair website in September. For all Toy Fair enquiries please contact Rebecca@btha.co.uk or call 020 7701 7127 to speak to the Toy Fair team. Readers can stay up to date with all the latest news on Twitter @ToyFairUK and via the Toy Fair website.

Toy Association confirms dates for inaugural September ’23 NY Toy Fair The Toy Association has confirmed dates and some preliminary details for the 2023 New York Toy Fair. As previously reported, the show will move from its traditional time slot at the end of February to the end of September – specifically Saturday 30th September to Tuesday 3rd October.

While the date is changing, the venue remains the same – New York’s Javits Centre – after the Toy Association secured dates for the event through to 2025. Specific dates have not been confirmed for 2024 and 2025, but they are expected to follow a similar pattern to next year’s timeslot.

Toy Association president Steve Pasierb explained the rationale behind the move: “We want to put on an event that will help the greatest number of members grow their business. There was no one perfect decision that would have suited everyone – after conducting research amongst our members and discussing the findings with our board, we feel we have chosen the option which makes the show meaningful for the largest number of people.”

He also explained that the revised timing reflected some of the new post-pandemic commercial realities, especially around toy companies’ development and selling-in cycles, and retailers’ selection calendars: “The world has changed. Retailers have far longer lead-time requirements, exacerbated by sourcing challenges, transport delays and other supply chain issues. The supply chain has permanently changed – it won’t go back to the old timeline.” Steve admitted the February Toy Fair was “already losing value”, with many retailers having finalised selections before the show took place.

Although there was discussion on potential locations for the new event, New York won as the best place for the widest number of stakeholders. Steve was also keen to point out the show won’t resemble a “walled city”, as some have feared.

There was also discussion over how the New York event will dovetail with the current LA ‘show’. Steve remains confident the shows are sufficiently different that many companies will choose to participate in both, although he admitted “some companies may choose to approach New York differently to the way they use the LA event.” Steve felt buyers aren’t overly keen to spend any more in LA than “is necessary” and a two or three week gap between the events allows people to regroup.

He also drew a distinction between the companies with headquarters in the LA area and those who piggyback on the LA show by taking showrooms or hotel rooms nearby – according to the Toy Association’s research, buyers were predominantly keen to spend time with the main companies located in California as opposed to others attempting to get in on the act.

distributor of leading brands

sales@toynamics.co.uk | +44 116 478 5230

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News Ty creates stunning window display for Midco Toys

Mattel’s Mega Bloks Green Town becomes first-ever certified CarbonNeutral toy range Mattel has announced an expansion of its sustainable product offering with the debut of new products from its popular Mega and Matchbox brands. The expanded offering is in line with Mattel’s goal to achieve 100% recycled, recyclable or bio-based plastic materials in all its products and packaging by 2030.

Mega Bloks Green Town is the first-ever toy line available at mass retail to be certified CarbonNeutral. Each play set, including the Build & Learn Eco House and the Grow & Protect Farm, is made from a minimum of 56% plant-based materials and 26% International Sustainability & Carbon Certification (ISCC) certified bio-circular plastics (mass balance approach).

Each product is certified CarbonNeutral by Natural Capital Partners. To achieve the CarbonNeutral product certification, Mega purchased carbon offsets (less than 500 metric tons of carbon dioxide equivalents) from the Darkwood Forests Conservation project in Canada. The packaging is created with 100% Forest Stewardship Council (FSC)-certified paper or paperboard, while soybased inks and water-based varnishes are use to enhance recyclability. Each set is designed to help teach green behaviours through play, such as waste sorting, using electric transport, protecting bees and choosing renewable energy sources.

In 2021, Matchbox announced Driving Toward a Better Future, its product roadmap to make all Matchbox die-cast cars, playsets and packaging with 100% recycled, recyclable or bio-based plastic materials by 2030, in line with Mattel’s corporate goal. Illustrating these principles, Mattel is releasing its highly anticipated Matchbox Tesla Roadster, its first die-cast vehicle made from 99% recycled materials and certified CarbonNeutral.

Other new products include new electric vehicle (EV) die cast multi-packs featuring an expanded assortment of EVs from brands like BMW, Nissan, Honda and more, a new Recycling Truck made from 80% ISCC-certified bio-circular plastic, Action Drivers play sets made using at least 40% ISCC-certified biocircular plastic, and toys designed for easier recyclability. Video content has also been created to help parents and kids understand the benefits of electric vehicles over conventional ones.

“At Mattel, we’re focused on developing innovative product and packaging lines that are better for our planet by integrating more sustainable materials and the principles of product stewardship and circular design,” said Pamela Gill-Alabaster, head of Global Sustainability at Mattel. “These new products from Mega and Matchbox demonstrate our commitment to our 2030 goal to achieve 100% recycled, recyclable or bio-based plastic materials in all our products and packaging, and to creating a more sustainable future for the next generation.”

Mattel is incorporating certified renewable polymers from SABIC’s Trucircle programme across its product offerings, starting with Mega Bloks Green Town and select Matchbox products. Mattel is the first toy company to work with SABIC, a global leader in the chemicals industry, using a mass balance approach designed to turn second-generation renewable feedstock into high-quality new plastic products.

Mega and Matchbox are also part of Mattel PlayBack, a toy takeback programme launched in US, Canada, France, Germany and the UK in 2021 to recover and reuse valuable materials from pre-loved Mattel toys.

Midco Toys has a striking new window display at its Burton store, created by leading plush company Ty. The installation took place mid-March, to run for 15 weeks, and was created by a designer who traditionally works with major stores in the West End of London, predominantly Oxford Street and Regent Street.

The scope of the display is way beyond the kind traditionally seen in a specialist toy store window and came about after Midco owner Dave Middleton received a phone call from Ty Warner himself, who had been reading Dave’s LinkedIn posts.

“Apparently, Ty was impressed with the passion and commitment I showed. He is still very hands-on with the business and, importantly, a tremendous supporter of independent, specialist toy retailers across the globe. He decided he wanted to do something big to show support for what we were doing, so he asked his team in the UK to get in touch to make it happen,” said Dave.

After Ty had personally committed to the project, the Ty UK team of Mark and Jonny Swallow and Stephen Gomez helped to bring the idea to fruition.

Dave added: “The Ty team has been great in getting this ambitious project delivered on time. The company has always been a pleasure to deal with, it’s committed to supporting the indies and always provides a great level of stock and service. The range is such a consistent seller – in many ways, Ty is the backbone of many independent stores, but it doesn’t always get the credit for what it does for the channel.”

A series of competitions will run over the coming months, starting with a prize draw for Midco customers posting photos of the window display on social media.

Meanwhile, the Derby Midco store moved to a new location in the Derbion Centre at the end of April. “We’ve invested a lot to create something really special,” Dave told us. “I want this store to be a benchmark for what can be achieved by an independent toy retailer – I want to raise the bar on what a specialist toy shop can deliver.”

Entries now open for 2022 Play for Change Awards Toy Industries of Europe (TIE) is calling for entries for the third edition of the Play for Change Awards which celebrate toys or initiatives that make a positive impact on children’s lives either by promoting diversity and inclusion, by showing care for our planet or by encouraging the development of the skills needed to thrive in the 21st century.

Entries can be submitted until 20th May and will be evaluated by external judges who are all experts in their respective fields. For the third year in a row, John Baulch, industry stalwart and founder of Toy World Magazine, will supervise proceedings as Chair of the jury.

Compared to the past two years, the 2022 edition of the awards brings a few changes. Two categories have been renamed to provide more clarity – Future Skills is now Life Skills and Empowerment is now Diversity and Inclusion. The Sustainability criteria have been refined to ensure the overall positive impact for the environment is judged.

Catherine Van Reeth, TIE’s director general, said: “Over the past two years – despite challenging circumstances – the Play for Change Awards have impressed me with positive examples for the whole sector. I am looking forward to what this third edition will bring. These awards are the perfect opportunity for toy makers who are making a real difference to be recognised by experts and celebrated by their peers.”

Toy companies of all sizes, TIE members and non-members alike, with products or initiatives launched in 2021 and available in Europe are invited to take part. Participation of smaller companies is especially encouraged. The winners for all three categories will be announced in early October.

To enter the awards, and check out who won last year, visit www.playforchangeawards.eu.

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News Franchise opportunities on offer with ThreeSixty Group’s FAO Schwarz and Sharper Image Founded in 1862, FAO Schwarz is one of the oldest and most iconic toy brands in the world and is respected for its pioneering approach to experiential retail. Today, FAO Schwarz is a global brand that continues to represent experience and wonder, with flagship stores around the world in New York, London, Dublin, Beijing and Milan, each with its own unique offerings and store concepts. It’s also a strong cross-category toy brand, with an array of toys suitable for all kids.

Every flagship store attracts and enjoys strong working relationships with global household toy brands and specialty brands specific to their market, such as Harry Potter, Barbie and Bunnies by the Bay. Sharper Image, meanwhile, has embraced the cutting edge since 1977. Since being acquired by ThreeSixty Group in 2017, Sharper Image was refocused on design and innovation. The aim was to lead the RC market by maximising play value with clever, fun and visionary products. Sharper Image RC products have broadened the overall age range, delivering memorable experiences to both parents and kids. The continued focus is on launching the next generation of ground and air RCs and to develop and own one-of-a-kind toy technologies.

A renowned multicategory brand, also specialising in massage and wellness, Sharper Image is now the No. 2 USA brand for RC in terms of market share.

ThreeSixty Group isn’t slowing down the momentum, instead remaining motivated to continue partnering with licensees in select categories to further expand Sharper Image’s remit. Since 2019, ThreeSixty Group has been partnering with retailers to open branded Sharper Image retail concepts for both toy and massage categories, and is on the lookout for partners that can extend it into new markets via Sharper Image stores that carry both categories cohesively within one space.

Readers interested in opening a FAO Schwarz or Sharper Image store, or those with strong product ranges seeking a brand to partner with, are advised to visit www.threesixty-group.com to read more about the store franchising or produce licensing opportunities on offer.

Jazwares teams up with World of Women NFT collective Jazwares has announced a multi-year, global master toy and collectible licensing agreement with World of Women (WoW), a non-fungible token (NFT) collective celebrating inclusivity and diversity through more than 10,000 pieces of digital art across its platform. Set to hit traditional and online retailers in 2023, Jazwares will have exclusive rights to design, manufacture and market dolls, figures, doll accessories, plush, vehicle playsets, role play, costumes and accessories inspired by the expansive WoW NFT universe.

“WoW is the brainchild of renowned artist, Yam Karkai, who has created a strong community of dedicated enthusiasts during the rising popularity of NFTs,” said Laura Zebersky, president at Jazwares.

“We are delighted to partner with WoW’s community to bring its beautifully diverse NFTs to a 3D format and showcase its universe of characters to new audiences.”

“This collaboration will seamlessly integrate WoW’s unique styling into our Jazwares WoW branded line of products,” added Jeremy Padawer, chief brand officer at Jazwares. “An NFT allows the holder to own the original; our line will allow the collecting community to also celebrate its fandom in empowering, high-end, fashionable dolls, toys and collectibles. We are going to pull out all the stops to make this a phenomenal collecting experience.”

World of Women consists of over 10,000 ‘one-of-one’ NFTs that Yam Karkai created by hand. The collection contains 27 different outfits, seven lip colours and 14 skin tones.

The WoW community includes high-profile members such as Reese Witherspoon, Eva Longoria and Gwyneth Paltrow, and has inked a film and television deal with Witherspoon’s Hello Sunshine, while also executing partnerships with Universal Music Group, Billboard, Christie’s, The Sandbox and others.

“The Jazwares vision of a World of Women master toy partnership stood alone,” said Yam Karkai, co-creator and artist of the WoW collective. “The team’s general knowledge and enthusiasm for the NFT market is truly inspiring. We are ecstatic to work together, as well as directly with our incredible community, to bring the WoW franchise to this physical medium. Simply put, we cannot envision a better team to execute the next step in our storytelling.”

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Popular baby brand Sock Ons announces new toy division Entrepreneur Kezi Levin, an inventor of innovative baby accessories and the founder of Sock Ons, has announced that the company will begin supplying a range of creative toys to the UK market through its new subsidiary Toy Ons. Kezi told Toy World: “Having built up a loyal Sock Ons following with over 1m happy customers, we have decided to grow our loyal customer base by adding toys to our range via our new Toy Ons division.”

Toy Ons’ offering will support child learning at each developmental stage. The products chosen by the team at Toy Ons will form a curated collection of inspiring and premium quality design-led products, such as the Sand Pals sandcastle building kit. Toy Ons products will also be sourced responsibly, with the team behind the company looking out for both the planet and the people who make its toys.

Retailers interested in stocking Toy Ons products can fill in a form on the website (www.toyons.co.uk) to apply for a trade account. For more information about opening a trade account, email info@toyons.co.uk.

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News Plum Play wins Queen’s Award for Enterprise Plum Play has been globally recognised with the Queen's Award for Enterprise in the International Trade category, which highlights businesses that have demonstrated substantial growth in overseas earnings and commercial success within their sector.

The Lincolnshire-based business was one of 226 national organisations to be recognised with the prestigious award.

Now in its 56th year, the Queen’s Award celebrates outstanding businesses in four categories: Innovation, International Trade, Sustainable Development and Promoting Opportunity.

Plum Play specialises in outdoor play equipment with a focus on creating products that are sustainable and durable.

Established in 1988 by husband and wife Jonathan and Diane Schaffer, the company is now run by son Paul Schaffer.

The award is a significant milestone for the company, which has offices in the UK, Hong Kong and Sydney and exports to over 50 countries.

Managing director Paul Schaffer said he was “extremely proud and honoured to receive the prestigious Queen’s Award”.

He added: “From launching our first toy over 30 years ago to now, selling to more than 50 countries, it’s been quite a journey. Plum Play was set up to offer children toys that look great, are super safe and have that all-important fun factor.

This award is a recognition of all our hard work and will increase opportunities for us to break into new markets and raise further awareness of the brand.”

Steamforged unveils Bardsung: Legend of the Ancient Forge Bardsung: Legend of the Ancient Forge, the new dungeon explorer from Steamforged Games, is a cooperative board game for 1-5 players aged 14+. Designed

by Sherwin Matthews, Mat Hart, Richard August and Fraser McFetridge, Legend of the Ancient Forge is the first entry in the Bardsung series.

“Bardsung is something we’ve wanted to create for a long time,” explains Sherwin, lead designer at Steamforged Games. “It’s an idea that has bubbled away in the background over the years as we’ve worked on other projects. Our inspirations are almost too many to mention. We wanted to celebrate the old titles we enjoyed when we were first discovering tabletop games, such as the Fighting Fantasy choose-yourown-adventure books and tabletop games like Heroquest, Key to the Kingdom and Dark World, as well as our shared love of role-playing games and the universes they create. Then we added a sprinkle of tabletop miniature game mechanics to really polish off the experience with exciting and impactful gameplay.”

The tabletop game offers deep gameplay in which players explore sprawling dungeons in search of fortune and glory, and an immersive story that offers meaningful decisions that will shape the course of the campaign and evolve the game. Players can explore the dungeon in standalone sessions, or as part of a narrative campaign that evolves based on the players decisions - with no game master needed.

Each dungeon has a way in and a way out, meaning the journey between them is up to the players. Along the way, they’ll meet new heroes and villains and find out more about not only the setting’s ancient world and history, but also how the new world is emerging and changing around their characters. To hasten their descent, each hero the players choose will have a starting role in the party, but how they progress can change in every game. Players will have the freedom to either follow their suggested path or create their own bespoke hero with a unique set of traits and an arsenal of attack combos. This classless path and levelling system let players build the hero they want, in almost any way. As the campaign progresses, players can upgrade core stats, purchase new abilities, and level up to enhance existing skills.

“There’s so much for people to enjoy: not just the main narrative, but all the smaller side quests and interactions too,” added Sherwin. “Bardsung’s scope is massive. There are four different endings and over thirty separate locations to explore in the core game alone. If players want to see every enemy and location, they’ll have to play through the campaign several times over. There are a lot of easter eggs and hidden narratives in there to find. Bardsung: Legend of the Ancient Forge is only the first entry in the Bardsung series, and like any good series, we’re extremely excited about building on these foundations and exploring this universe some more.”

Bardsung: Legend of the Ancient Forge is available now. To find out more, visit www.steamforged.com/bardsung.

Funko joins A.B.Gee’s distribution ranges A.B.Gee has announced its appointment as an official distribution partner of Funko in a deal which will include the extensive and iconic Pop! Vinyl range.

“We are very excited to be introducing Funko into our portfolio of brands,” said A.B.Gee buyer, Dave Wright. “The Pop! Vinyl is a collector icon that we can’t wait to offer to our customers. Funko is incredible at offering something for everyone, whatever you are fan of, no matter how niche it may be. With the huge growth we’re seeing in the kidult sector, this will be an amazing addition to our portfolio. We see Funko becoming a key partner for us in the coming years which will no doubt add to the fantastic growth period we are experiencing.”

A.B.Gee prides itself on offering a comprehensive range of indoor and outdoor toys from one source, and in ensuring a smooth and consistent supply chain, from sourcing through to delivery to trade accounts, all from the company’s 75,000 sq. feet head office and distribution centre in Derbyshire. As well as being an official distributor for a host of top toy brands, the company also supplies its own exclusive products from a variety of categories, spanning pre-school, plush, board games and outdoor toys.

Distribution spans the whole of the UK & Ireland, covered by a combination of A.B.Gee’s own sales team and a network of agent partnerships. The company says the competitive edge it offers is a result of decades of collective knowledge and industry experience, which provides the team with an ongoing vision from sourcing products worldwide.

As with all its ranges, A.B.Gee will be supporting the new lines going forwards with regular marketing material and a strong social media presence. For all trade enquiries, contact sales@abgee.co.uk or call 01773 570 444. The company’s full range can be viewed at www.abgee.co.uk.

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News Obituary: Jake Sivner

HTI donates toys to help families from Ukraine HTI has donated toys, which have been sent to the Help Ukraine Centre in Chelm, Poland, as well as a significant amount of cash towards a children’s shelter.

The team at HTI worked with LGL Worldwide Logistics and volunteers at Help Ukraine to arrange the shipment of toys last month. LGL freight company also provided its services free of charge and the toys will be distributed according to needs across regions of Ukraine.

In addition, a significant amount of cash funds has been donated to HTI Toys’ distributor located in Dnipro, Ukraine, the city where the airport has been completed destroyed by Russian bombings. The distributor will be using the funds to help with a children’s shelter.

Mike Butterworth, divisional director at HTI, said: “We are fortunate to work in an industry which brings joy to children, and we could not stand back and allow a humanitarian crisis to unfold without us helping. We are a global organisation and that allows us to have contacts throughout the world. We hope that this donation of toys and funds will help the people of Ukraine and we hope that there is peace very soon.”

Goliath expands portfolio with acquisition of Colorific Goliath, a family-owned global toy and game company, has announced the acquisition of Colorific, a family-owned STEM, craft, activity, pre-school and educational toy business based in Melbourne, Australia.

Established in 1990, Colorific has been a leader in innovative DIY products for over 30 years, having sold more than 50m products to over 40 countries. Colorific has won multiple product, supplier and business awards over the years, and in 2019 was inducted into the Australian Family Business Hall of Fame.

Mark Levi, Colorific’s managing director, said: “For some time we have been looking for a partner to replicate the success we have had here in Australia on a global scale. We are excited to have found the perfect match with Goliath, another innovative and highly successful family toy business. We would like to take the opportunity to thank our loyal customers, suppliers and amazing team members who have been with us for the journey."

“The acquisition of Colorific by Goliath represents a great new chapter in our company’s story,” said Jochanan Golad, Goliath Group's CEO. “With Goliath’s global distribution, we are well placed to bring Colorific’s innovative ranges to the world. We’re extremely excited to grow Colorific’s successful brands such as Build a Bot, Wood WorX, Kids Projects, Metal Worx, FairyLites, Watch Me Grow and more.”

Andrew Lee, Goliath's director, Australia and New Zealand, added: “With Colorific’s innovative R&D division remaining in Melbourne, the acquisition will allow both sides to do what they do best - Colorific to continue to innovate and create great new toys and Goliath to promote, market and sell all over the world. We welcome our new colleagues to the Goliath family and look forward to building a great business together.”

Toy World is sad to report the recent untimely passing of industry ‘rising star’ Jake Sivner at only 22 years of age. Following the sad news, friends and colleagues have issued the following statement: “Jake had a zest for life and lived it to the full. Blessed with his dad’s charisma and confidence, he built up so many great relationships in such a short space of time and left a good impression on everyone he met. He was always professional and courteous and carried himself in a way you would expect from someone 10 years his senior. Everyone was always surprised when they realised just how young he was.”

Ben Russell, Zuru’s senior vice president, remembers Jake’s first days working in Hong Kong: “Jake started at Zuru as an intern in January 2018, supporting the sales manager for Asia during the Hong Kong and Nuremberg Toy fairs. At only 18 years old, Jake already had an impressive knowledge of the industry. When given the opportunity to pitch product, it was clear that he was a natural and very talented salesman. Jake had big ambitions and was eager to start working, so at the end of his internship, we were more than pleased to offer him a role as a sales executive, supporting sales in Asia.”

Although enthusiastic about gaining a position at the company, Jake continued to push for more responsibilities and within his first 12 months was promoted to account manager with full territory responsibilities for Southern Europe.

Ben continued: “There were many highlights and wins for the business while Jake was at Zuru, but it was also clear that he needed more than we could offer at the time, so Jake decided to move on to become sales director with a puzzle & games company covering all markets. Jake remained a friend of Zuru and myself after he left, and we were all looking forward to seeing him again once the fairs and industry travel started again. Jake had a heart of gold and embodied ‘living life to its fullest’. His loss will be felt not only by those closest to him but also by those lucky enough to have crossed paths with this charismatic and charming young man.”

Since leaving Hong Kong, Jake set up his own company, JAS Ultimate, and grew a range of toy brands into North America. The statement continues: “Jake had a keen eye for supply gaps that his company could support and aside from toys, worked with factories in South East Asia to develop and grow a range of kids furniture solutions. This would have been a whole new revenue stream through Wal-Mart and Target and a fine example of the broad commercial head Jake had on those young shoulders.”

Jake’s father, Marc Sivner, founder of Singleton Trading, added: “Not only have we lost our precious son but we’ve lost a rising star in the toy industry.”

Jake will be sorely missed by his customers, colleagues, friends and family.

The Toy World team would like to express its condolences to all who knew Jake.

Toy World 16

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Industry Moves Appointments and restructure bolster Rubies’ EMEA team Following a change of role for Georges Ghougassian, who is now director of Licensing & Brands, Rubies has appointed Caroline Masson to lead the EMEA Brand & Marketing Mike O’Connell initiative. Caroline has spent the last five years at IMC France as senior marketing manager and was previously senior marketing manager at Rubies France.

Georges has been with Rubies for 15 years and prior to his new role was country manager at Rubies France, where he was responsible for the national brand relaunch in 2008 and for establishing the company strategy for managing sales, marketing and finance. Before joining Rubies, he was Mattel France’s head of Sales, and in 2006 became the country manager and founder of IMC Toys’ French subsidiary, Caroline Masson enjoying a successful 15 years in the role. Georges will be delivering a dynamic and uniformed 365 plan for Rubies B2B business strategy across EMEA as well as expanding the DTC operational network that supports all channels.

Aurélie Dilain-Waclawski has joined the company as licensing manager EMEA, working with the licensing team to spearhead a total licensing focus. Aurélie’s extensive career in the licensing industry has seen her work as brand licensing manager for Hornby for over four years, and more recently as commercial manager for The Point.1888.

Aurélie Dilain-Waclawski Aurélie, Georges and Caroline will all work directly with Mike O’Connell, managing director, as well as the wider pan-European teams at Rubies.

Mike said: “As the company prepares for the expansion needed to support its growth following successful remodelling, we’re constantly reviewing our internal structure to ensure we can pivot and cater to the demands of the market. Georges’ experience is unquestionable, and the appointment of Caroline, who will focus on brand and marketing, has everybody excited. Likewise with Aurielle: she too brings a wealth of experience and shares the passion and drive that is at the heart of everything we are doing.”

Simon Sharp joins Click Distribution as national account manager UK & Ireland Simon brings a wealth of experience to the role having previously held sales positions at Asmodee for over 10 years. He also brings his knowledge in the industry across a wide range of customers, including Toymaster, AIS, eCommerce and both key and national accounts.

Lewi Hillier, sales director at Click, said: “We are really excited to welcome Simon to the Click team. His experience within the toy industry, and expertise in driving growth across all types of customers, will be instrumental in achieving our growth strategy for the UK & Ireland.”

Simon added: “I’m delighted to be joining Click at such an exciting time for the company, and I’m looking forward to bringing my skills and experience to contribute to its next stage of growth and development. I’m impressed by the quality of products in the company’s portfolio and I’m excited to begin working with the team.”

Luke Hillier, CEO, commented: “I’m absolutely delighted that we have a person of Simon’s stature and ability joining us. Simon’s relationships with customers, suppliers and licensors within the industry is exemplary and I have always admired his work ethic, reputation and integrity. I feel very privileged to have him as part of our team.”

Click’s exclusive distribution portfolio consists of brands such as Pet Simulator X, Piggy, Yu-Gi-Oh! and Poppy Playtime from PhatMojo, as well as the extensive range from Panini, including Warhammer, WWE, Minecraft, Fortnite, Premier League and FIFA World Cup. To get in touch with Simon, contact him directly on: simon@clickdistributionuk.com or 0330 123 2559.

Casdon Toys welcomes Tara Mortimer Casdon Toys has appointed Tara Mortimer as senior national account manager, continuing the growth of the team at the pretend play toy specialists. Tara brings with her a wealth of knowledge and industry experience having held buying roles at Sainsbury’s Argos, Tesco and Smyths.

In the last two years, Casdon has gone from strength to strength, growing from a team of 18 to 39, and the company says this latest hire is a sign that Casdon is exiting the pandemic stronger than ever.

Phil Cassidy, managing director at Casdon Toys, said: “We are excited to welcome Tara to the Casdon Family. With the variety of industry experience she brings, I have no doubt that she will help us achieve the plans we have for the coming year and beyond.”

Commenting on her new role, Tara added: “I am thrilled to be joining Casdon, a company I have known and worked with for many years, albeit on the other side. Its product range has always been very impressive but this year, it is more so than ever. I am delighted to be part of the team at such an exciting time.”

Casdon Toys has an unrivalled reputation as a developer of replicas, with a portfolio boasting some of the most prestigious domestic appliance brands on the market. Later this year, the company will be adding to its popular Dyson collection with a hair range including the Dyson Supersonic and Corrale Deluxe Styling Set. A brand new licence joining the Casdon portfolio in 2022 is leading housewares brand Joseph Joseph which will see six products join the company’s range.

Mattel names Jon Spalding head of UK Consumer Products & Hardlines EMEA Mattel has appointed Jon Spalding as head of UK Consumer Products & Hardlines EMEA. Jon joins Mattel from the Brand Development & Consumer Products team within NBCUniversal where he has most recently been working as director – Hardlines, Publishing & Food for the UK/IRE, as well as holding a Regional EMEA role for the Hardlines category.

In its most recent financial reporting, Mattel EMEA was the fastest growing region for the corporation. Ruth Henriquez, head of Consumer Products EMEA, said: “We are delighted to appoint Jon to this role, with his wealth of experience in the UK and European market. We are looking forward to him leading the team to accelerate the growth of the Mattel brands through engaging Consumer Products programmes.”

Toy World 18

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Industry Moves Amscan International names new CEO and first executive chairman to drive growth

Funrise International appoints new NAM for UK & Ireland Funrise International has appointed Claire Coekin as national account manager for UK & Ireland.

Claire brings a wealth of experience to the role, having previously held a senior sales position at Spin Master Toys for over 10 years. Spanning across all toy categories, she managed the Spin Master business across a wide range of customers, including eCommerce, pure play, toy specialists and grocery.

Annie Sullivan, general manager, UK, Northern Europe & MEA, said: “We are really excited to welcome Claire to the Funrise team. Her experience within the toy industry and expertise in driving growth across all types of customers will be instrumental in achieving our growth strategy for the UK and Ireland.”

Commenting on her new role, Claire added: “I’m delighted to be joining Funrise International at such an exciting time for the company, and I’m looking forward to bringing my skills and experience to contribute to their next stage of growth and development. I’m impressed by the quality of products in the company’s portfolio and I’m excited to begin working with the expanding team.”

Funrise International’s portfolio consists of internal brands such as BFF Bright Fairy Friends, Gazillion, Mighty Fleet, Fart Ninjas and more as well as licensed properties from premier partners such as CAT and other global entertainment companies.

CEO of party product manufacturer Amscan International, Gary Panons, has become the company’s first executive chairman and is succeeded by current chief financial officer and chief operating officer Joe Hennigan.

The changes, which came into effect on 1st April, are in preparation for the company’s continued national and international growth.

Milton Keynes headquartered Amscan has a turnover of more than £250m and employs around 2,500 people worldwide, 350 of which are based in the UK. In addition to Amscan, the company’s brands include UK online party supplies retailer Party Delights and Ginger Ray. In January 2021, Amscan underwent a management buy-out supported by Leeds-headquartered private equity firm Endless. This was quickly followed by two significant bolt-on acquisitions comprising Germany-based foil balloon printing technology business Luftballon-Markt in August and Ginger Ray in October.

Gary said: “There are hugely exciting times ahead for Amscan International with further organic growth and acquisitions. We have incredibly supportive investors and partners in Endless, a great leadership team and a wealth of experience and energy across all areas of our business.

“Part of any evolution is growing, developing and harnessing positive change. These changes to our board structure are entirely right for the stage and future success of our business, and I am delighted that Joe will be my successor as CEO. His strategic insight, deep experience of the industry and relentless pursuit of success will be instrumental to further growth.”

Incoming CEO Joe Hennigan added: “We have an exceptional team at Amscan International and we are all excited for what the future holds as we further expand the business. We have a clear strategic growth plan and the funds available to make additional investments to accelerate the plan. These are exciting times and I look forward to continuing to work closely with Gary and the senior management team as we progress our strategic plan.”

Current group finance director Rob Sidell, who joined Amscan last October, has become chief financial officer.

Golden Bear expands team with new hires Golden Bear has announced the appointment of five new hires across its sales, marketing and creative departments.

Caroline Martin and Jonathan Williams have been appointed to the roles of senior brand manager and national account manager respectively.

Caroline will work closely with the brand team to implement and progress processes and strategies to best support new product development based on consumer insight and trend research. She brings to the role 20 years of leading product and brand abilities with diverse, cross-sector experience and a strong record of change and transformation management. Jonathan will lead the management and growth of the company’s major UK retailer accounts. He comes equipped with 20 years’ experience in sales, 10 of which have been for major accounts, and having worked with market leading global brands.

In addition, Kate Goss joins the business as creative manager, Heather Preece as graphics designer, and Niamh Beer as digital marketing coordinator. As a creative team leader with strong commercial acumen, Kate will be maximising the team’s output, overseeing asset creation, design and management for all areas of the business. In turn, Heather will be working alongside Kate to create engaging, innovative artwork, packaging, style guides and presentations, helping to shape the visual presence of Golden Bear’s brands for the digital and physical marketplace. Niamh joins the growing digital marketing department, where she will focus on driving sales via owned online channels – and those of retail partners – while also developing the company’s website, virtual sales tools and social media platforms.

Commenting on the appointments, Barry Hughes, managing director, Golden Bear Toys said: “It’s a fantastic time to be joining Golden Bear. We’re experiencing a period of growth in an evolving business, seeing vast innovation throughout our brand extensions and an ongoing commitment to the development of new and exciting products and properties. I’m delighted to be welcoming each of our new members to the team.”

Toy World 20

Marketing World Greg Rutherford jumps to help Character’s Stay Active campaign Character Options’ campaign to Stay Active this summer has signed up Olympic champion long jumper Greg Rutherford to lead the way in promoting the range which features family activity toys and games which can be played both inside and out.

As well as existing favourites Jump It Lap Counter, KickerBall and Moon Shoes, new additions to the SS22 portfolio include Splash Out, a game that requires a player to throw the ball to another person to avoid getting splashed out, and Sling Ball, where kids can hook the ball and launching it up to 60ft for the next player to catch in their racquet net.

Mark Hunt, Character Options’ marketing director, commented: “Greg Rutherford is the perfect person to lead our core messaging for Stay Active. He is known for both his triumphs in athletics and his family values and we are delighted to have him at the centre of our campaign.”

The Stay Active campaign, which launched at the end of March, will see a different product from the range being championed each month on Greg’s Instagram. Greg’s activity will lead to waves of further coverage from active influential family Instagrammers who will also be posting about their engaging Stay Active fun experiences at home.

“The social activity will reach parents where they are currently consuming media on Instagram, while our linear TV and digital pre-roll for each product will engage the kids,” added Mark. “This is just a start for Stay Active; the overarching brand for our family inclusive activity toys that can be played both inside and out is set to grow with even more launches in autumn ’22 and beyond.”

Media heavyweight Jeff Taylor takes step back Jeff Taylor of Havas Entertainment is stepping down from the business in July. He started Azure Media back in 2002 with founding client Character Options, with whom he has worked with for over 30 years. Under his stewardship, the agency has gone from strength to strength to become one of the leading toys and games media specialists in the UK today.

After the acquisition of Azure by Havas, Jeff continued to lead the agency through the transition, and more recently was involved in the rebranding to Havas Entertainment in 2021 as the agency enhanced its creative and digital capabilities.

Jeff has also been actively involved with the BTHA and the Toy Trust for many years. He has been a key player in developing and running the award-winning Make Time 2 Play campaign, and as member of Toy Trust fundraising and disbursement committees, has been responsible for creating and running the popular Toy Trust Media Auction, which has so far raised in excess of £1m for the charity. His efforts and contributions to both BTHA and Toy Trust have been recognised by Golden Teddy and Toy Trust Outstanding Contribution awards, becoming the first media leader to be honoured in this way.

Tristan Brooks, managing partner at Havas Entertainment will take over leadership of the toy division following Jeff’s departure. “Jeff has been so much more than just a leader, he’s been a mentor, ally and loyal friend,” commented Tristan. “He always puts others first, giving invaluable advice and support to those who are lucky enough to have worked with him. Through his passion and dedication to the wider toy industry, and in particular his work in fundraising, he’s set the bar incredibly high for us to follow. I will miss working with him greatly and look back very fondly on the many good times we’ve had over the years. I wish him the very best for the future.”

Jeff commented: “Since launching Azure, I have thoroughly enjoyed the past 20 years specialising in this wonderful industry. It has been my privilege to meet and work with some brilliant people, build lasting friendships and have an awful lot of fun. I intend to continue my involvement with the BTHA and the Toy Trust, so I will still be around. I know I will definitely miss the day to day interaction with clients who have become friends. but most of all I will miss the daily support and camaraderie of Tristan and the team. They are a very special crew.”

Marketing hots up for Character Options’ ChillFactor Following the acquisition of the ChillFactor brand last year, Character Options’ marketing plan has started with the launch of the all-new ChillFactor Neon Slushy Maker.

Awareness is being driven through multiple platforms including the ChillFactor brand website, www.thechillfactor. com, which is now live and features demo videos, recipes and downloads, supported with new TheChillfactorUK social channels across Facebook and Instagram.

Marketing activity will be hotting up with a series of posts from leading TikTokker Gabi Faye whose first video for ChillFactor went live early April, generating over 1.5m views within days. Parental influencers will also push to the online channels, while preroll and TV advertising will deliver high impacts during key holiday periods.

ChillFactor will also return to the BBC Good Food Show Summer at the NEC in June, where demonstrations of both child and adult recipes will be given on all four days, along with samples of the instant slushy treats. This will be followed with a dedicated ChillFactor stand at the Big Christmas Press Show in September plus a further consumer show prior to Christmas.

Since 2013, Character Options has been the exclusive distributor of the Chill Factor range in the UK with the group also distributing the line in the Nordic region. The branded range includes drink chilling bottles and the Chill Factor Squeeze Cup Slushy Maker, which delivered strong sales for the past seven years.

Kathryn Ludlum, Character Options’ brand manager for ChillFactor, said: “As the brand owner we’ve planned significant investment in marketing and product development to drive growth in sales for this range which will be extended in autumn 2022. Positioning ChillFactor as a lifestyle brand of choice, accessible to anyone, no matter their age, is highly important. Our marketing strategy is diverse, innovative and fun. It’s an exciting year ahead and we can’t wait to share what will come next for the brand.”

Toy World 22

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Opinion

How can digital media and the toy industry do more to support sustainability and eco awareness?

Felix looks at what impact advertising has on the planet, exploring solutions within the marketplace, how brands are currently utilising them and what steps the toy industry is taking to help.

D

igital media is not obviously associated with environmental damage. At a glance, we do not attribute carbon emissions to seeing an advert on a mobile, desktop or tablet. However, a bit of research soon reveals a surprising truth; internet usage around the world accounts for over 4% of worldwide carbon emissions, a figure that is set to double by 2025. To put this figure in context, digital media causes a higher level of carbon emissions than aviation, an industry that is scrutinised heavily for its footprint.

Not only this, but consumer perceptions of brands are changing and will continue to do so. In a recent study published by Microsoft Advertising, The Rise of Sustainable Media, 91% of people questioned want brands to demonstrate that they are making positive choices about the planet, whilst 77% said that in five years’ time they will only want to spend money with brands which are practising green and sustainable advertising.

The good news however is that there are solutions available that help brands combat the environmental impact of campaigns. So, what should you be considering including in the mix for 2022 and beyond?

Generation Media works with multiple media suppliers, such as Mobsta, which offset campaigns by supplying carbon credits through bespoke initiatives, or who monetise advertising to return and reinvest spend into sustainable projects or charities. Results from recent campaigns run across the industry showcase just how much impact these solutions can have. Huggies ran a campaign in 2021 highlighting

how nappies made from recycled bottles helped fund lifesaving treatment for sick children. This resulted in a 45% increase in purchase intent. The benefits of running these innovative formats with Good Loop is that they allow users to engage with the brand and also the causes that they are supporting. They wrap existing video ads in ethical formats and when engaged with, they unlock a free donation funded by the advertiser. With this approach, engagement rate is significantly higher, as is ad recall, with the accompanying benefit of building brand affinity.

Felix Lewis Digital Business director, Generation Media Tel: 0207 307 7906 felix.lewis@generationmedia.co.uk

change to industry goals, as well as consumer habits.

Global leaders, such as Meta, are helping educate SMEs on how they can adapt and already have a net zero carbon footprint.

Measurability of ads and the ability to look at wastage and format use is particularly important, as this will allow buyers and media houses to reduce wasted inventory and in turn reduce wasted impressions. In theory, this will have a positive impact on consumption.

Moving away from 3rd party data solutions (3rd party cookies) will also have an impact. These industry-wide changes should inadvertently help decrease impression volumes and in turn wastage, particularly through digital programmatic.

Let’s not ignore the elephant in the room. The toy industry is and will continue to be synonymous with plastic. However it is incredibly encouraging to see brands addressing this head on, from plastic free packaging, through to products made from recycled materials, be it Vivid Goliath’s Recyclings, or Lego unveiling prototypes of bricks produced from PET bottles. With brands taking great strides forward to address the environmental impact of the industry, it’s fantastic that there are opportunities for marketing to follow suit.

The impact on the planet is the obvious positive to these industry changes. Another is the knock-on effect - that making eco-positive changes helps with business perception. Gen Z are the strongest advocates for environmental change in terms of age demographics and, although Millennials make up most of the current parental audience, this will shift in the next five years and their opinions will shape the current Gen Alpha core - our target market. Alongside this, it will help separate brands and present them as forward thinkers in a cluttered marketplace. Education is key and a clear avenue that needs to be embraced in making real

Whether we make changes from the way we access media or the formats we use, how we engage with our audience, the causes we align ourselves to or the production of the products themselves; the industry has final woken up to the necessity of this work. The good intention is there, and ever-increasing, especially as younger generations enter the industry. Whether these changes are made solely to profit from a changing marketplace, with a desire to make a difference or a combination of both, brands must commit to make serious, hard-hitting changes for the planet and to protect future generations of children to come.

Toy World 24

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Tangle: More than 40 Years

Ahead of the Curve ...the Reasons Behind Its Success and Longevity property (IP) protection and enforcement internationally and continues to do so. “One of the first patents we obtained was in Taiwan over forty years ago!” says Zawitz. “Today we have copyright and trademark rights around the world.” Tangle, Inc. relentlessly pursues any IP infringers including in Asia, Europe, the UK and US.

A sculptor and student of Asian art and philosophy, Richard Zawitz became fascinated with circles, spirals, waves, and curves. In 1975, in his studio in Waltham, Massachusetts, he created a walnut-wood sculpture, 3-feet long when opened end to end, made of several 90-degree joints that could be manipulated.

The combination of “tangent angle,” he called it the Tangle – a series of curves that could be twisted, turned, shaped, and sculpted in infinite ways.

“Nobody could take their hands off it! I had an epiphany that I could make this thing for everybody.”

In 1980, Richard Zawitz created a smaller, handheld version of the Tangle. People were drawn to its undeniable energy and the idea struck to create a commercial version in plastic that would give people the opportunity to have a piece of customizable art to call their own.

The UK has been a very important part of Tangle’s success with major English retailers as some of the first to embrace the potential of the Tangle® in the market. In the last four decades, Tangle, Inc. has built a strong foundation, supplying genuine Tangle® products for trusted partners such as Sinco Creations.

For further inquiries about the Tangle brand and products, please contact info@tangletoys.com.

For UK inquiries, please contact: sales@sincocreations.com

Due to the popularity and success of the Tangle, its creator works hard to protect it against imitations. Over the years Tangle, Inc. has invested significantly in intellectual

Toy World 28

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TRENDING NOW ON

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NPD Insight

Another good year for Collectibles?

UK Collectibles Trend This month, Rory looks at theareups downs Collectibles up +7%and in Q1 2022 vs. last of yearthe but also up +14% vs. 2020 Collectibles category and predicts that the sector is on Rory Partis Director UK Toys & EuroToys NPD course for another strong year. £47.5

B

£44.3 year for the brand and the anniversary helped it to first hit. Action Figure Collectibles is a good example: ack in 2018, Collectibles represented add nearly £20m in value vs. 2020, with growth in as the top Collectible category, it is worth over a fifth a huge part of the UK toy market, £41.6 Trading Cards and Action Figure Collectibles. The of all Collectibles. Action Figure Collectibles saw -18% accounting for a nearly 14% share of strong performance has continued in 2022 too, with decline in value in 2020 vs. 2019, but it bounced back, value and growing by +32% vs the year Pokémon only starting to see some modest declines posting strong growth (+ 21%) in 2021, bringing the before. The category’s share dropped to in the last few weeks of March. Another strong area category back to 2019 levels. We can see a similar trend 12% of the market in 2019 but then in 2020, when the of Collectibles both last year and this year has been in Mini Vehicles, which was down -44% in 2020 but pandemic shaped our buying habits, Collectibles Q1 2020 Q1 2021 Q1 2022 Traditional Plush, led by the was one of the areas of Collectibles Value (£m) emergence of the Jazwares the toy market to take a Source: The NPD Group | NPD EPOS Tracking| UK property Squishmallows. significant hit, with parents Document classification: Client/Third Party Confidential 1 The NPD Group, Inc. | Proprietary and confidential The growth for this property opting for toys with more perceived play value and Collectibles are up +7% in Q1 2022 vs. last year but also up +14% vs. 2020 in 2021 was impressive, adding around £2.5m and in-store impulse purchases ranking the No.3 Collectible constrained by a succession property in Traditional of lockdowns. As a result, £47.5 Plush. However, the growth Collectibles share dropped has really accelerated in to under 9% for 2020, with a 2022 and it has jumped to -24% value trend. With non£44.3 the No.1 spot in Traditional essential shops being able to Plush, adding over £3m in open for much more of 2021, £41.6 the first three months of we saw Collectibles bounce 2022 already. The brand has back impressively and make become the No.3 Collectible up nearly 11% of UK toys in property overall in 2022 and 2021, growing by +17% in the No.1 for growth. Other a declining market. That notable properties that growth has continued in the Q1 2020 Q1 2021 Q1 2022 helped Collectibles grow in early part of 2022; adding the Collectibles Value (£m) 2022 are Funko Pop!, Real March data shows that the Source: The NPD Group | NPD EPOS Tracking| UK Littles and Ty, another strong market share of Collectibles Document classification: Client/Third Party Confidential property within the Plush1 category. grew +40% in 2021. Looking at Q1 2022, the growth has risen to 15%, with +7% growth inThe a total market NPD Group, Inc. | Proprietary andby confidential has continued and those key categories from 2021 that is down -12%. So, let’s look at what has been It is great to see Collectibles back to growth after continue to lead the way with Strategic Trading Card driving this growth over the past year and assess a bumpy 2020, and encouraging to see that growth Games, Action Figure Collectibles and Traditional whether that trend can it continue for the rest of 2022. continue in 2022, despite challenging conditions Plush all performing well so far. Let’s take a closer look in the UK market. As already stated, Collectibles is The Collectibles growth in 2021 was impressive, but at which ranges are proving popular within those growing at +7% in Q1 2022 vs. 2021 but it is +14% when what was particularly positive was that the growing areas. compared to 2020. So, not only are we seeing a positive trend was split amongst several categories and not year-on-year trend, we are significantly ahead of the The top growth category in 2021 and in 2nd place so just concentrated in one area. The growth came period in 2020 before the pandemic really started far in 2022 is Strategic Trading Card Games, with the from 16 subclasses, with the top performers being top growth property within this sector being Pokémon to impact toy trends. With key areas of collectibles Strategic Trading Card Games, Collectible Stickers continuing to grow, and events like the World Cup still - by some margin. Pokémon was the No.1 growth and Traditional Plush. As already mentioned, there to come in 2022, it should be another strong year for property for 2021 - not just in Collectibles, but in the has been quite a turnaround for some Collectible the overall category. total UK toy market. 2021 was the 25th anniversary categories that struggled in 2020 when the pandemic

UK Collectibles Trend

Toy World 30

The McLaren licence has risen several places in March vs. the prior month, due to the success of the Lego Technic McLaren Formula 1 Team 2022 Race Car, which was the No.1 item in the total UK toy market for March. During the month, the item posted over £1m in sales at an average price of £159.

Item Progression:

es

Licence

Feb Rank #

March Rank #

McLaren

36

8

for Q1 2022

Gained £M

8

Fastest Growing Subclasses £5.7

Traditional Plush is the top gaining subclass for Q1 2022

Fastest Growing Subclasses

The Top 10 growth subclasses for Q1 2022 have added just under £14m to the UK toy market across the first three months of the year. The No.1 performer is Traditional Plush, which is driven by the excellent performance of Squishmallows so far in 2022, which has added over £3m to the category. Other growth properties within this subclass are Ty, Tatty Teddy & My Blue Nose Friends and Peppa Pig. Action Figure Collectibles is the second-best performing subclass, with strong performances from a wide range of properties within this area.

Funko Pop! is the No.1 property in value size, growing at +66% vs. last year. The Top 5 properties are all showing double digit growth in Q1 2022, with DC Universe the top performer following the release of The Batman movie in March 2022.

Source: The NPD Group | Retail Tracking Service | Q1 2022 Miscellaneous Toys is the third top performer with 5 Surprise Sales Gained £M from Zuru continuing its strong performance from 2021; as the No.1 property in the subclass, it is growing at +12%.

Traditional Plush £5.7

Traditional Plush is the top gaining subclass for Q1 2022

Action Figure Collectibles Miscellaneous Toys Special Feature/Interactive Plush Strategic Trading Cards Radio/Remote Control Ground/Sea Action Role Play & Dressup Friction/Pump/Pull-Back Radio/Remote Control Air Finger/Extreme Vehicle/Acc

£1.8

£1.2 £1.0 £0.8 £0.8 £0.7 £0.4 £0.3 £0.3 Source: The NPD Group | Retail Tracking Service | Q1 2022

Document classification: Client/Third Party Confidential

The NPD Group, Inc. | Proprietary and confidential

Toy World 31

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Plaza Toymaster, Llantwit Major

W

e have been a Toymaster member for about 10 years now. The main reason for joining was to be part of a toy buying community with the benefits of buying power, offers, the FOB buying programme and the streamlining of administration.

When we were totally independent, we were a little adrift of anybody. Toymaster is obviously a community, so being a member enables you to get to know what other people are up to, what they are thinking and how business is going – both when times are good and when they are bad. If you are on your own, you can feel isolated - you don’t know if something is just affecting you or if it’s a wider problem.

As well as receiving regular newsletters, there is an online forum where members can talk to each other, which is really useful. The Toymaster show is also a great place for people to meet up and chat, and see what product is coming out, especially for Christmas.

There are also always plenty of offers and deals going on, which are a huge advantage to a small business.

We have had a good Easter, though it has felt a bit strange. While takings have been pretty good, it hasn’t felt very busy. However, we are starting to see more visitors from abroad in the shop, so tourism is showing signs of picking up, which is great. We will approach the summer as we normally would and hopefully it will be a good one.

Pokémon continues to sell well and the Squishmallows range from Jazwares is still flying out

of the door. In terms of dolls and collectibles, L.O.L. Surprise! and Polly Pocket are popular, and Barbie has remained strong for the past couple of years. The younger girls particularly like dolls and collectible figures that come with accessories and pets. Sylvanian Families has also continued to be in high demand over the last couple of years, and many of our customers are keen collectors. In our Pre-school offering, the Paw Patrol range from Spin Master is the star seller, and there seems to have been an upsurge in demand for

Toy World 33

Thomas & Friends.

I’ve just taken delivery of a pallet of Jurassic World dinosaurs from Mattel and plan to build a big feature display around that. We have always done really well with Schleich dinosaurs; the company offers a fantastic selection, so I think they will continue to be popular too. Let’s face it, anything to do with dinosaurs is exciting. I’m really fired up about all the Jurassic World toy ranges coming out for the new movie this summer.

Talking Shop Paul Carpenter Totally Toys, Bristol

I

’m proud to be a Toymaster member. I’ve always been a buying group member; I originally joined Concorde over 30 years ago and then Youngsters, before joining Toymaster.

I am independent and I want to be independent - but on the practical side, Toymaster negotiates terms with suppliers, so I don’t have to talk about price, the payment terms are generous, and the team is always there for advice. And it’s a wonderful team – you just ask whoever answers the phone a question and they will be able to answer it. They should have an award for training because they are all so switched on.

Toymaster tries to ensure that costs are kept to a minimum for its members, and they do their best to keep everyone happy – both retailers and suppliers. So, I’m very happy to pay my membership for what I get out of it.

We have been very busy over Easter. In fact, it’s been busy since we were able to open the shop again a year ago. Easter is usually a mixed bag. We are not a seaside resort or holiday destination, and this year it’s noticeable that more local residents have gone on holiday after not being able to travel for the last two Easters. However, there are also those who have had family visiting or are enjoying staycations.

We did very well during the summer holidays last year. We put this down to people not going away as much as usual and expected things to quieten down at the end of the holidays. But they didn’t and business has been great for us ever since.

I was at the Toymaster regional show in Swindon recently and I spoke to many people who were also saying the same. It’s surprising considering what’s going on in the world with the effects of Brexit, Covid, the war in Ukraine and the huge increase in the cost of living, which is affecting everybody. I don’t understand why we are doing so well really, although I get the impression many parents just want to treat their children and don’t see why they should suffer. I have always believed that people like to shop local as well. We are located on what claims to be the longest independent High Street in Britain, if not Europe, and we have always enjoyed a lot of local support, which may well have grown even further over recent times.

Louise Anderson

Sales have been spread across our range, particularly with the usual big sellers such as Lego. Schleich is one of our top 10 suppliers and we saw phenomenal sell through last year - the range has a big presence here and we work really hard to keep it stocked up. Ty has also had a brilliant year with its Squish-A-Boos; we have almost doubled our sales and take a lot of money on Ty. In terms of dolls, Barbies continues to sell well, even as an established brand, it’s given a boost by things like the Barbie movie.

Character Licensed Merchandise makes up a relatively small part of our overall range, though in preschool we do very well with Spin Master’s Paw Patrol.

Octonauts used to be a huge seller and I’m looking forward to that coming back. My daughter, Jayne, now works with me and she is dragging me into the 21st century. She’s far more knowledgeable about the latest kids’ characters and we will definitely be increasing our character range.

John Anderson Toymaster, Whitby

My customers have also helped me find the right suppliers. A little girl, Rosa, who is a regular in our shop, came in with her mum asking if we had Brainstorm’s Eugy range of 3D models. When I said we didn’t she asked if we could stock them, so I had a look and ordered half a dozen types. I now have a 4ft end of them and carry 48 different types. They are selling so well, and Rosa is now a bit of a legend in her school as they all know that she is responsible for introducing Eugy into Totally Toys. I had seen them in Toy World magazine but wasn’t sure, so I’m very pleased she persuaded me.

It’s nice that they are eco-friendly too. So many parents now have a problem with plastic – not necessarily the plastic toy but excessive plastic packaging. If the toy industry doesn’t tackle the issue it is going to hurt retailers, so I’m always glad to see steps being taken. I’d like to think that if I’m around in 20 years’ time, this shop will be able to sell 100% recycled products.

W

e have been a Toymaster member for almost 30 years now. Initially, my husband used to run the business and we were struggling to be competitive, so when we were approached by Barry Walker at Toymaster, we decided to join.

Now we think Toymaster is fantastic. They promote things for us so well, they produce excellent catalogues and we get lots of good quality POS from them, which brightens up the shop and looks very smart. They are also always there for advice, which is a brilliant support mechanism to have. Going to the Toymaster show is also helpful, because we are meeting up with other Toymaster members and we all bounce ideas off each other – for instance, it’s good to hear if another member has something that is flying off the shelves.

We are all different and that is why it’s good to hear how everyone else is doing.

We have been looking forward to the Easter break -

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indie viewpoint our figures have improved, and the town is getting busier. It’s so nice to see people out and about and being in a tourist spot, we are starting to see a lot more visitors coming in at weekends.

I’m hoping that we have as good a summer as we did last year, because that was brilliant. We had just opened up after the lockdown, and it was both frightening and mad at the same time, but takings were excellent.

Squishmallows are still a strong seller for us – we can’t get enough of them, especially the big ones which never stay in stock for long. We have a big pocket money stand which is always popular, both with local schoolchildren and tourists looking for little treats; slime, fidget toys and Lego minifigures are especially popular.

I’m hoping to renovate my upstairs showroom in time for the summer.

I have a lot of spare space, as we used to stock a lot of larger items such as swings, bikes and prams, but that’s an area we have moved out of, as people seem to prefer to buy these larger items online. I want to make it more of a creative area for arts and crafts, and also for jigsaw puzzles. We see fantastic sales from Gibsons and Ravensburger and also with Orchard Toys, so I want to develop our offering in a dedicated area upstairs. It will be nice to have a space where people can get hands-on with the products, which will make us a destination and should lead to more sales.

Mark Buschhaus and Stephen Barnes Toy Barnhaus

John Testori Bambola Toymaster, St Helier, Jersey

B

eing a Toymaster member is a fundamental part of our business. It brings a huge number of business advantages that we, as a small toy retailer, would struggle to achieve on our own.

Some of the key benefits are the marketing materials, such as the two catalogues per year, instore POS, uniforms and window boards; the regional meetings which provide access to suppliers at key times of the year; the administrative system, including an easy consolidated invoicing process, and the product exclusives - such as Lego sets which other retailers won’t get access to for a set period of time.

It will be amazing to be back at the Toymaster May Show this year. For indies, it is the right show at the right time and provides a focused starting point for all the second half of the year ranges and catalogue orders.

Trading has been strong from the start of this year. We have been benefitting from people’s unused travel budgets, but that will probably stall as they start travelling again. We were pleased to find new customers during the pandemic period which we hope we will retain in the future.

Minecraft, Pokémon and anything Lego, especially the Toymaster exclusive Speed Champions Mercedes set, have been selling well in recent weeks. IMC Toys’ Cry Babies range has also been very strong and we’re looking forward to the new additions to the range coming later in the year.

Polly Pocket and Barbie from Mattel are consistent sellers, while Paw Patrol is our biggest licence in pre-school, closely followed by CoComelon.

We have lots to look forward to in 2022 including moving premises to a larger store, in the autumn. After 61 years trading from the same location, this will give us space to focus on new areas. As well as traditional toy ranges, we will stock more niche/geeky products. We are really excited about this move and the future of Bambola Toymaster.

Blockbusters and best-sellers

W

e are sitting here writing this on Good Friday, a bacon roll and a cup of tea in hand. The sun is shining outside, and we are just happy to be trading over our first Easter in three years. Most of the local kids have been off for a week and trade has been steady. It does seem that a lot of people are taking the chance to go away, and we can’t really blame them, so this has affected footfall; there’s not been a massive increase, but overall it’s still very pleasing. The good news is it has now been a year since we re-opened after the last lockdown; however, we are comparing business against the reopening weeks, which were very strong indeed. It will take some time for things to even out and settle down. With the Toy Barnhaus satellite showing nice weather for at least the next week, we are hoping that people will buy a toy instead of, or as well as, buying chocolate. We’re getting ready for the summer and have just received our delivery of Dolu’s new outdoor products, including sand & water tables, garden tools and ride-ons, which look great. If this weather keeps up, sales may even kick in soon.

We are excited about the upcoming launches for films that will help drive sales over the next few months. It has been a tough couple of years for the cinema with all the closures, which has understandably affected sales of related products. By the time you read this, the Jurassic World Dominion products will have been released, something we have been waiting for with great excitement. The Lego sets look fantastic, and we are very impressed with the great range of dinosaurs from Mattel. Along with other products from companies like Character, this should make for a striking Jurassic range and displays in store. Dinosaurs as a category never really slows down, but this year it should be even stronger. The next major licence we are expecting to bring in sales is Lightyear. If it does even a fraction of what previous Toy Story films have done, we will be delighted.

Dolls and girls’ collectibles is a big category for us. Barbie still leads the way, and there are some great new feature dolls for the second half of the year. L.O.L Surprise! is still very strong; here we need to focus on the new lines and keeping them moving through, but the range is still in our bestsellers list every week. Mini Brands from Zuru is also very popular, and the new Disney and Fashion extensions have been selling really well.

There are a couple of crazes going well at the moment, including the Singing & Dancing Cactus from Zappies (which we mentioned that we were trying in our last column). Everyone loves them. The Suction Snap Band Fidget from One for Fun looks set to become a craze line too.

At last, after three year gap, we cannot wait for the Toymaster show in Harrogate in May. It is always our favourite show, and as ever, we have made sure we have got everything booked and organised well in advance. Our evening meals were booked in first, and then we fit the business appointments around them! It’s going to be great to feel that buzz again and catch up with other retailers. Having had a good few months’ trade, it will be the perfect time of year to make buying decisions for peak season. With all the keys suppliers offering great deals, we can confidently set up our buying for the rest of the year.

The Toymaster team does such a wonderful job of organising the whole event, with great attention to detail – down to things very close to our hearts like the late evening bacon and egg rolls, which we particularly enjoy. Although, we hope that they are not too late, as we are out of practice at being out for three nights on the trot! Seriously, we can’t wait and look forward to seeing lots of you up there.

Toy World 35

Opinion Is an indie toy store a partner or just a customer?

Letter from America After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a sub-franchiser, opening nine more stores. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick looks at the relationship between suppliers and indie retailers and suggests how it can be improved to both parties’ benefit.

There’s something I have always wondered: why don’t toy companies treat indie retailers as an extension of their sales force?

Although partnerships have come a long way since I started in the business 26 years ago, there is still room for improvement and opportunity. Come on suppliers! Why not treat us as your in-person sales force that can test new products, give you first-hand sales data down to the consumer level, test merchandising and planogram decisions and the effects of adjacency in store? How about using us to learn more about colour schemes on shelf, hang tags vs boxed product or video screens versus print signage? Oh, and sampling - think Costco and how successful it has been with food products and snacks by using in-person sampling; we would call it demoing. To me, all this should be part of the conversation, rather than us just negotiating over terms of payment, freight charges and rebates. Yes, these things are important, but there is so much more information and insight which could be exchanged.

To be fair, some multinationals and smaller toy companies have caught on, soliciting indie input and allowing us to test products early. Over the last year, Learning Express has probably had the opportunity to test 15-20 new items. Some work, some don’t—but for the most part, the manufacturer ends up altering displays to make them more shopper friendly and often adjusting pricing to the optimum bite point. They receive quality input, such as feedback on battery life and ease of installation, packaging, transit costs, seams tearing or whether the

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

instructions to the consumer are confusing. All these issues are presumably traditionally resolved in house with testing firms and focus groups. But is this feedback better than what could be achieved by working with a good independent store?

We can provide live feedback with sales data, and sampling programmes with real people. These real shoppers are pressed for time, have only a certain budget and are seeing thousands of other items in store at the same time. In a focus group, you have 100% attention from the participants, whereas the real world presents so many other factors. Why not take advantage of a builtin sales force of retail stores that have knowledgeable people, vast experience and direct contact with customers? Are toy companies too proud? Are toy vendors really so smart that they know it all?

I would question whether toy companies really are way more in tune than us on trends. Taking social media and TikTok into account, we all have our channels and platforms, but those of indie retailers are at the micro level where the transactions take place quicker and feedback is in almost real time, not four weeks later in an NPD report or the company’s own sell in figures. After all, what is really important is sell through.

Let me end with the Indie Toy Challenge. I’m not just talking about me or Learning Express, but the thousands of indie toy stores or alt channels out there. I believe toy companies should treat them like an extension of their company, and their sales force, and I guarantee you that the relationship will be better, ultimately bringing more sales and profits for both. Let’s play together.

Toy World 36

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

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

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

Ford Motor Company Trademarks and Trade Dress used under license to Hornby Hobbies. Manufactured

by Hornby Hobbies Ltd.

TO FIND OUT MORE ABOUT THESE AND ALL THE BRANDS UNDER THE CORGI UMBRELLA VISIT CORGI.CO.UK OR CONTACT SALES ON 01843 233 525 / SALES@HORNBY.COM

Company Profile

Bringing Playmobil

to life A

window display is often the first impression a customer will get of a retail store, and attractive shop fronts can play a key role in driving footfall. So it is vital they are eyecatching, creative and form a talking point if they are to create the greatest impact.

Playmobil’s Adam Higginson knows this only too well, having created myriad masterpieces in his 20 years as a display assistant with the company, something he tells Toy World he fell into almost by accident.

Adam’s lengthy career has seen him not only providing support for independent retailers, but also travelling to spread the Playmobil name far and wide on roadshows and at festivals. He told us that his customer skills were first honed in the hotel and catering trade. He then took a year out to travel around Europe and when he returned, was asked by a friend if he wanted a job working for a toy company. “Little did I know I’d still be there 20 years later,” he says with pride.

Adam garnered his display and merchandising experience under the guidance of legendary display manager Kingsley Li, while based at the company warehouse near its Basildon offices, before the warehouse was moved to Suffolk and then to the

Playmobil

Adam Higginson, display assistant at Playmobil, talks to Sam Giltrow about his 20 years of bringing the models to life and supporting retailers with the company’s eye-catching campaigns.

Midlands, where Adam is now based.

After two decades, he says he has seen many changes, one of the main ones being that he’s not solely dedicating his time to in-store displays as he used to.

“Space in shops is now so valuable that people are keen to get as much stock in as possible and sometimes that means that display space is forced to give way,” he says. “I used to have a lot more guaranteed windows that Playmobil would retain and we would refresh them all the time, but that is getting much less common, because sadly there are fewer toy shops.”

However, new markets have emerged for Playmobil such as garden centres and summer festivals, and Adam is finding different areas where he can get creative.

No day is typical, he says, and though the nature of the work doesn’t necessarily change, every shop and account is different. “It depends on the size of the window, the size of the shop and what they have in stock. Around 99% of our display equipment comes from Germany but I treat each customer individually; I can adapt things and create my own displays, so they are more bespoke. It might be that I can only put in a small window display, or a shelf tank, or a pop-up pillar. I’ll use that space as best as I can, to maximum effect. It’s a free service that Playmobil offers its stockists.”

Adam sees his job as being a vital part of Playmobil’s support for retailers. “I like helping people,” he states.

“Even after all these years, when I see Playmobil out of the box, I’m reminded that it is such an amazing product, and that is why I have stayed for so long. I truly believe in the product, it’s so well made and great for firing children’s imaginations.”

Adam has seen changes in the product itself over the years. When Playmobil was first launched, Adam says that owner Horst Brandstӓtter did not believe in licensed product. Now, the range includes numerous licensed properties such as James Bond, Star Trek and The A-Team.

“I’m a bit more of a traditionalist – I like the pony farms and the police stations – but some of the new stuff we are doing is fantastic and I’m glad we have got into the licensed market,” he says. “It opens up even more play possibilities.”

Toy World 38

Of the themes and ranges Adam has most enjoyed installing, he says knights and dinosaurs are some of the most striking lines that Playmobil produces. “The best toy fair stand we built was probably the western fort with huge lookout tower,” he says, admitting he also has a soft spot for the more recent Ghostbusters and VW campaigns.

Favourite accounts he has worked on range from Banfords of Bude to Crumtons of Bangor in Northern Ireland. Adam puts this down to the owners’ “immense passion” for Playmobil. “I will also miss visiting Silly Billy’s Toy Shop in Hebden Bridge, which recently closed,” he adds.

Adam is currently travelling the UK, working on displays for new pony and country ranges. For the summer, the new Tropical Aqua Park play theme is being introduced, which Adam believes will be very popular.

With the easing of Covid restrictions, he is also looking forward to getting back out to roadshows and festivals.

One of the highlights of his calendar, however, is London Toy Fair which was missed this year as Playmobil wasn’t exhibiting. It’s a special place, he says, and was made even more so by a strong friendship with German colleague Thomas Preissler, the main stand builder for trade shows with whom Adam had worked since he started at Playmobil. Sadly Thomas died last year, and Adam says he will be greatly missed. “He was a great man, a brilliant craftsman and a dear friend. Toy Fair just won’t be the same without him.”

Adam is thankful for his two decades with Playmobil and says it has been a great company to work for. He was kindly granted time off work recently to take part in a five-day round trip taking aid to Ukrainian refugees in Poland. “It was a humbling experience and worth every mile,” he says.

Looking ahead, he says he is excited to see what new product Playmobil comes up with and to working with retailers to ensure they get the best out of displays and merchandising.

“You can build a display, but half of my job is earning trust and building a rapport with the customers so that they get the best out of the Playmobil range. I feel that they do trust me, and I just love my job.”

Feature

Dolls & Collectibles

Dolly good show

Barbie has introduced dolls which inspire and empower children

Content is becoming increasingly important in the Dolls and Collectibles category, as toy companies aim to engage children with the characters and their personalities. Sam Giltrow finds out more.

T

hese days, it’s no longer just about giving a doll to a child to play with – there is often a story or backdrop which will enable the child to relate to and understand more about their new ‘friend’ with dolls serving to inspire, nurture and encourage.

Many companies are now utilising entertainment across channels such as YouTube and streaming services to build brands and provide storylines. One of these is IMC Toys with its Cry Babies Magic Tears range, recently securing a global deal with Netflix, with full episodes of the popular animated series now available to stream in homes in 24 languages and in over 190 countries.

“Our approach is to take children on a journey, moving from content, to toys, to memories,” says UK country manager, Sue Barratt. “In essence we create the engagement with the consumers via the content/ programming and the product follows the stories and characters in the content, thus engaging children with the characters, their individual personalities and idiosyncrasies. This is then followed by TV advertising of the product range to create a synergistic and holistic approach.”

IMC Toys also airs its content via YouTube and on its own Kitoons Over-The-Top (OTT) platform, which has provided a new way to reach target audiences.

Combining content with eCommerce, the platform provides everything from a hit series to product information, to information on how to buy. Plans on

a new strategy across YouTube and social networks for the company’s official Kitoons channel are also in development.

Sue says engagement beyond the product is also a key driver for IMC Toys’ collectibles portfolio, along with value for money and play value in every element of the product, including the packaging, plus a play and display feature to further extend the product offering.

“Our Cry Babies Magic Tears and Bubiloons ranges are perfect examples, providing a full experience from engagement through themed animated episodes, to affordable toy lines with packaging that doubles up as play sets for children to play and display their creations,” adds Sue. IMC Toys is also looking to licensing as another channel to grow the Cry Babies brand. Retail Monster recently held a virtual Cry Babies Magic Tears summit for potential licensees. The UK business will launch its licensing roll-out with fashion apparel and accessories for the AW22/SS23 period, closely followed by other key categories including publishing, arts and crafts and FMCG. “We recognise from other markets that the licensing programme for the brand is an important part of the mix and in creating a wider product offering to our fans,” Sue explains.

IMC Toys already has agreements with more than 65 licensees in 40 regions, launching more than 500 licensed products across various categories, so can

Toy World 40

be confident this is tried and trusted route to brand expansion.

The importance of content in driving brands is also championed by MGA Entertainment which has placed content for both its Rainbow High and L.O.L. Surprise! ranges on Netflix and YouTube.

“This has allowed fans to get to know their dolls in greater detail, from individual personalities and talents to feature-rich accessories and high-quality fashions, adding to an enhanced play pattern and character recognition,” says Michelle Lilley, marketing director, MGA Entertainment UK & Ireland.

This spring saw a relaunch of the company’s highly collectible original core L.O.L Surprise! O.M.G. Fashion dolls, which drove immediate demand due to kids having already watched and engaged with the characters both with the official movie and YouTube episodes over the last year.

Relating to dolls’ characters is becoming increasingly important to children and Rainbow High characters represent a range of creative talents from art and fashion to music.

“The unique styling and sculpting of the dolls mean that every child can feel represented by a brand they love, whilst allowing our dolls’ individual styles and personalities to shine through,” adds Michelle.

MGA Entertainment recently expanded its Rainbow High brand with the launch of Shadow High, enhanced by digital content and school rivalry storytelling. The range features an assortment of six dolls distinguished

Feature

Dolls & Collectibles

by bold, grayscale tones with a touch of iridescent and classic rainbow shine and is very different to anything else on the market.

Also hitting the shelves for May are Mermaze Mermaidz, which follow colour change and water play trends, featuring sculpted fins which change colour when submerged in water and double as a stand.

Tapping into a variety of trends is vital to keep existing ranges fresh, Michelle says, and the new ranges within L.O.L. Surprise! this season feature trends such as world travel with the new Grill and Groove Camper 5-in-1 play set and minis, with L.O.L. Surprise! O.M.G. and L.O.L. Surprise Family mini play sets.

All new Junior High dolls from Rainbow High are smaller versions of the original six characters from the Series 1 range, with younger face sculpts, which will expand the storytelling theme for the brand.

Taking much-loved originals and making smaller versions is something IMC Toys has also done with its Cry Babies, a move which also enables a wide variety of price points within the range. Cry Babies Tiny Cuddles are smaller, softer bodied versions of the Cry Babies dolls which offer a value-driven entry price option but still possess all the key features and same quality.

“We’re continually looking at ways in which to expand the play value of our core offering,” says Sue. “Our approach is ‘stages and ages’ and our launches for the year reflect this, especially with the unveiling of our new BFF Cry Babies collectible fashion dolls.

We want to offer longevity so that children can grow with the Cry Babies, fully immersing them in a journey that transitions from baby, nurturing doll play, to collectibles and then culminates in fashion dolls.”

According to Kasia Leskow, marketing manager at Zapf Creation which offers nurturing doll brands Baby born and Baby Annabell, longevity is also a key purchasing point for parents. “As a result of the new hybrid working environment, parents are looking for more stimulating products with multiple features and accessories that will entertain their children for longer,” she explains “Our dolls have always fitted this brief, but we’ve noticed a real shift in customers recognising the need for longer-lasting toys and therefore seeking out high quality items that support independent play patterns.”

Nurturing role play has been proven to boost multiple areas of childhood development and can also help youngsters to understand emotions, and Kasia adds that there has also been a shift in demand for toys that support development, adding: “we continue to innovate with new items that link to realistic play patterns, support emotional and social development and, most importantly, are fun for young children to play with.”

The new Chou Chou range nurturing dolls from Zapf Creation

The new Desi Dolls range

A new launch for Zapf Creation in early summer will be Baby born Storybook – a new range of dolls with a completely new storytelling theme , alongside a raft of new releases in established brands of Baby born and Baby Annabell. The Baby born Weekend House gives a nod to staycations and the new Baby Annabell Princess Carriage and Pony will tie in with the Queen’s Jubilee. There will also be a completely new Chou Chou range of nurturing dolls and a refreshed Baby born bath time range.

Along with a desire for longevity, parents are also seeking out environmentally conscious toys as well as packaging that is both sustainable and recyclable, and Zapf Creation’s plastic free pledge is a direct response to this demand. The brand has created a new unboxing experience which allows children to open their dolls and accessories in seconds. Kasia tells us that so far, the response to plastic-free packaging has been overwhelmingly positive from both parents and children. “It’s amazing to report the tangible results of our switch to sustainable packaging,” she says. “ To date we’ve saved over 40 tonnes of single use plastic in 2021 and we are ramping that up further this year with our full range being supplied in plastic free packaging by the end of 2022.”

Many parents are also keen that dolls should inspire and empower children. Recognising this, Barbie has honoured 12 trailblazing women this year to help empower the next generation of female leaders by sharing their stories. These role models include, for the UK, athlete Dina Asher-Smith, champion skateboarder Sky Brown and most recently Dame Sarah Gilbert, the vaccinologist who helped to create the Covid-fighting Oxford vaccine. “We know that children are inspired by what they see around them, which is why it’s so important for young girls to see themselves reflected in role models,” says Kelly Philp, director of marketing, Mattel UK. Last October, Barbie also launched its STEM careers campaign during World Space Week, encouraging girls to become the next generation of astronauts, engineers and space scientists.

Toy World 42

Mattel partnered with the European Space Agency for a collaboration which saw ESA’s only active European female astronaut, Samantha Cristoforetti, sent on a zero-gravity flight in doll form.

“Barbie’s purpose has always been to inspire the limitless potential in every girl. The brand recognises the Dream Gap and limiting factors reinforcing gender inequality as barriers for girls to reach their limitless potential,” said Kelly. “We will continue to develop these campaigns as we work to close the Dream Gap, and we want to remind girls that they can do anything by inspiring change to overcome these limiting factors.”

Mattel is taking the empowerment theme into its new doll range for Karma’s World, a Netflix animated series, which empowers girls to find their voice and use it to change the world.

Also using dolls to increase representation is The Desi Doll Company, which produces dolls based on the Islamic faith. The company’s Aisha Doll was brought to life by numerous requests from its diverse Muslim audience and all of the dolls come with a removable hijab so children can have fun playing with the dolls while at the same time learning about the Muslim faith. “Muslim parents are always looking for fun and exciting ways in which to encourage the faith in their children and this is a great way to connect with our customers,” says founder and managing director Farzana Rahman.

The company now offers 10 different dolls, which recite verses from the holy Quran in Arabic and English, sing Islamic songs and teach Islamic phrases.

Farzana has ensured they remain fun – for example, the Little Muslim Friends Lina & Dina ballerina dolls come with a recording button so children can also record their own voices.

Also recognising the importance of content and working closely with creators Digital Durian, The Desi Doll Company has recently introduced its first licensed talking plush characters, Omar & Hana, based on the children’s animation which teaches Islamic values to children. Building the licensed toys portfolio will continue to be a key focus for the rest of 2022 and the company will be looking to expand its presence on social media as well as working more closely with influencers in the Muslim online space. “Islamic animations draw millions of views and bringing those favourite kids’ characters to life is what we plan to focus on,” says Farzana.

Over the next few pages, Toy World presents the very latest introductions to the Dolls and Collectibles category for 2022.

Dolls & Collectibles

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

| sales@bandai.co.uk

Bandai UK continues to evolve its dolls portfolio with both fashion and toddler dolls available in key ranges.

The Miraculous range of dolls and best-selling Kwami collectibles are suitable for children aged 4+.

Based on the animated TV programme, Miraculous is currently the number one kids show on Netflix, number one kids TV show in the UK and among the highest ranked girls shows across all networks.

Following the adventures of high-school student Marinette, her Ladybug alter-ego and teenage crimefighting friends, Bandai’s collection allows fans of the show to recreate their own scenes and adventures.

Each of the show’s major characters feature in Bandai’s core collection of 26cm Fashion Dolls and 12cm Small Dolls, all fully articulated and with signature accessories included. The collection enjoys regular style and character additions to ensure both lines remain fresh with continued appeal. The deluxe 26cm Fashion Flip Ladybug, Cat Noir and Rena Rouge dolls turn Marinette, Adrien and Alya, into their alias superheroes with the flip of a finger. Children simply flip the sequins up or down for a quick transformation between characters. A Ladybug Talk ‘n’ Sparkle Feature Doll includes light up feature, action sounds and phrases from the show, and is complete with new shimmery deluxe outfit and yo-yo accessory included. The sell-out Kwami collectibles come hidden in Miraculous blind-box packaging, and each character is sculpted with their magical Miraculous jewel. Each series now includes limited edition chase characters with exclusive translucent glitter finish to enhance the collectability experience.

To celebrate the theatrical release of the Miraculous new feature-length animation landing later in the year, the company has also introduced new movie lines reflective of characters and scenes direct from the film. A special edition 26cm Marinette fashion doll complete with deluxe ball gown outfit and accessories allows children to bring to life one of the movie’s key storylines. Ladybug and Cat Noir movie fashion dolls, alongside a twin pack containing both characters, are available, with each SKU offering exclusive outfits and accessories. A vehicle has been added to the range for the first time, with Ladybug’s iconic Transforming Scooter - her magic yo-yo transforms into the signature red and black scooter at the press of a button. The scooter is compatible with all the 26cm dolls.

Bandai has also introduced a new licensed toy range for pre-school hit True and the Rainbow Kingdom. A 25cm True Bedtime Doll complete with LED lights and a 30cm My True Friend Doll which talks, sings and includes LED lights, are joined by a collection of plush and singing plush dolls based on key characters from the show.

The CoComelon licensed toy range, manufactured by Jazwares and distributed in the UK by Bandai, includes doll lines perfect for role play, and re-enforcing learnings directly from the hit animated series. The Cody, Boo Boo JJ, Deluxe Interactive JJ, and Bedtime JJ Dolls all feature songs and phrases instantly recognisable from the show, while a Plush and Mini Plush assortment also offer characters in various guises and outfits.

Vivid Goliath 01483 449944 | www.vividtoysandgames.co.uk Sustainability is at the forefront for Recyclings, a new launch to the collectibles sector. The range is made from 70% recycled plastic, stopping five bottle caps going into landfill for each cute character.

Winner of a Toy Fair’s Hero Toys 2022 award, the collectible characters range from Dumplings to Dragons, Hotdogs to Handbags and Popcorn to Pandas, with the Recyclings Collector Cap Pack including one surprise Recyclings. Children simply twist the cap to reveal their recycled friend, and there are over 90 eco-friendly characters to collect, put on pencil tops and play with.

The rest of the range includes value-saving multipack styles with the 4-Pack and Collector 9-Pack allowing fans to expand their collection further, all with 100% recycled packaging. AW22 will see refreshes of the core lines and the introduction of a play set and other recycled friends to encourage everyone to save the world one bottle cap at a time.

Alongside a heavyweight TV campaign showcasing the range, a network of parent influencers will review and share Recyclings social posts to their audiences. The YouTube channel continues to be bolstered with a range of engaging content quickly approaching the 2m view mark.

The channel will continue to expand online and showcase a mixture of music videos and animated comedy shorts. These will allow kids to learn more about the Recyclings characters and their personalities, with new content landing every month.

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Dolls & Collectibles

HTI Toys 01253 778888 | www.htigroup.co.uk In addition to a wealth of new products, autumn/winter 2022 will bring with it a new umbrella brand name for HTI’s dolls’ pram category, Baby Chic. Split into five categories: nursery brands, trend and fashion, traditional, promotional and character brands, Baby Chic is a complete solution for all retailers, with price ranges to suit all requirements.

Star of the show this year is the new Baby Chic Celuna range, a HTI-owned brand, featuring prams with larger frames, making them perfect for older children. They feature distinctive fabrics, designed in soft, neutral colours, along with leatherette handles and chrome finished frames. There are four products in the range from the premium Junior Stroller to the aptly-named Vogue Pram.

HTI’s partnership with nursery brand Joie continues throughout 2022 with the Baby Chic Joie range of dolls’ prams. Now with 15 different items to choose from, the range has grown rapidly in recent years. The upcoming season will see seven new items introduced into the already-popular range, including the Cosy Twin Pushchair and the Classic Pram, with sprung chassis, matching parasol and changing bag. For retailers looking to offer a complete solution to parents, the new Joie Junior Nursery Playset is supplied with the iconic Junior Excursion, a replica of the real Joie nursery item, in addition to a stroller and highchair, which switches to a swing and car seat.

HTI Toys is a long-term partner of nursery brand Mamas & Papas, designing dolls’ prams for mini fans of the premium British brand for numerous years.

A staple in the range, the Mamas & Papas Junior Ultima WS, has recently been awarded Best Overall in the Independent’s top 10 best dolls’ prams and pushchairs article. Joining the already established range are six new lines, each supplied in an on-trend navy fabric featuring daisies. The new Junior Graziella is a classic dolls’ pram, with a comfortable foam handle grip, under-seat shopping basket and a changing bag which also doubles as a changing mat. Two new bundles provide retailers with the chance to offer value for money to parents, each supplied with a branded stroller and crib along with additional accessories.

Hasbro 0208 569 1234 |

www.hasbro.co.uk

Hasbro’s recent relaunch of the My Little Pony brand has delivered strong results for the property with The My Little Pony: A New Generation movie being a huge success. This year, Hasbro will debut all-new animated My Little Pony content, giving fans almost 500 minutes of brand-new adventures.

To accompany the entertainment, the My Little Pony toy line continues to expand with the addition of the Sunny Scout Reveal Lantern and Crystal Adventure Ponies, both of which are inspired by the latest movie and are available now. Additionally, the new Musical Main Playset will launch later this year in time for Christmas.

Sunny Scout Reveal Lantern includes a 3-inch Sunny Starscout orange pony figure with a character-inspired shooting star Cutie Mark on one side. The figure is poseable, with plastic, pink hair in her signature braid style. Kids can twist the key on the movie-inspired lantern to see it light up and dispense crystal-shaped containers. There are also surprise accessories hidden inside each container and in the top of the lantern.

The Crystal Adventure Ponies assortment features character packs with 20 pieces, including a 3-inch pony figure, accessories, stickers, charms and more. Each figure comes with a themed friendship bracelet that kids can decorate and wear. Fans can collect Crystal Adventure Sunny Starscout, Princess Petals, Zipp Storm and Izzy Moonbow.

The My Little Pony Musical Mane Melody is a 2-in-1 play set with pony-activated lights and sounds. On one side is a salon with pretend mane-dryer, a closet for storing accessories and a pretend rainbow mirror, while kids can open the other side to discover a pretend karaoke stage with lights and sounds. Each Hoof to Heart character will activate unique lights and music, and the play set includes 3-inch Sunny Starscout and Princess Petals pony figures and Sparky Sparkeroni baby dragon figure.

The weekly YouTube series, My Little Pony: Tell Your Tale launched on 7th April, and debuting exclusively on Netflix on 26th May is the Make Your Mark special which will be supported with an integrated marketing campaign including influencer content to celebrate Make your Mark day.

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Magic Box Toys 01293 222 500 | www.magicboxint.com sales@magicbox-toys.co.uk Magic Boy Toys is introducing a new collectible dolls brand, KookyLoos, the summer.

KookyLoos Express Yourself Dolls are fashionable mini dolls which can change their expressions three times with just a flick and a click, so children can always match the mood of their doll to any pretend play scenario that she’s placed in.

Pocket money priced and with 24 to collect, each unique KookyLoos doll has her own personality and hobby. KookyLoos Express Yourself Dolls come packaged in a sustainable tube; for a surprise reveal, children simply open them up to find out which KookyLoos character is hiding inside. Clothes and accessories are also included, ready to be discovered in their own sustainable paper blind bags. The accessories and props will match the doll’s personality and hobby while identifying with others in the collection, so creating friendship groups of KookyLoos, such as the Urban Crew and the Creative Hearts.

A whole KookyLoos community can also be built using the many play sets available, while KookyLoos Wardrobes are also available to store accessories.

Mia’s Kooky Caravan, is just the first of many play sets, while there’s also a Deluxe Campervan, Pink Sports Car, pet French Bulldog, Mia doll, and more. Each play set also features an exclusive KookyLoos doll.

KookyLoos launches in July, with TV and digital support, including a full campaign with kids’ digital experts KidsKnowBest. PR will include a wide-reaching Instagram campaign plus experiential activities available at retail.

Zapf Creation

0845 0533 333 | www.mgae.com Baby Annabell Little Sweet Princess, the soft-bodied doll for toddlers from 12 months, has proved a big success for Zapf since its launch. With kissing sounds, blushing cheeks, sleeping eyes and high-quality hair, the 36cm doll and her accompanying Little Sweet Pony have captured the imaginations of thousands of children.

New for this season, Baby Annabell Little Sweet Prince also boasts a soft body, beautiful regal outfit, sleeping eyes and high-quality hair to extend the play theme for children aged one year and up. The range will also see the addition of the new Baby Annabell Little Sweet Carriage and Pony, a play set which comes complete with a plush pony to hitch up to the front of the carriage to pull Baby Annabell dolls along, as well as light up functions and a handle on top to offer a pram-like function.

A second new doll launches this season; Baby Annabell Lily Learns to Walk, suitable for children three years and up. Little ones can help the 43cm doll to take her first steps, and she can also crawl on her knees. The doll is supplied in a romper and cap.

Lily Learns to Walk can also be popped into the brand-new Baby Annabell Baby Walker. The pastel pink walker with a sheep design is remote controlled, bringing hours of fun as little ones control the movement of the doll in the baby walker.

A new series from Baby born will also land late this spring: Baby born Storybook will see brand new dolls with a completely new storytelling theme hit shelves, encouraging children to expand their imaginations.

Water play continues to be a key theme for Baby born and this year a boy will join the line-up of Baby born My First Swim dolls. A wind-up function means the doll, in a stylish blue moulded swimming outfit and bathing hat, can swim, front crawl or butterfly. At 30cm and requiring no batteries, the doll is suitable for children from 12 months.

The new Baby born Bathtub features light effects, bathing sounds and an electric shower head. Two ducks are included, which clip onto the side of the tub and can shoot water from their beaks.

Zapf Creation will also be introducing the completely new Chou Chou dolls, which are set to launch in the second half of the year and feature multiple functions.

Zapf Creation is gearing up for the season ahead with heavyweight marketing investment in TV, digital and PR campaigns, targeting a mix of children, parents and gift givers.

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Dolls & Collectibles

IMC Toys 01904 720 908 | www.imctoys.com

|

info.uk@imctoys.com

IMC Toys continues to evolve its dolls and collectibles portfolio with new range launches and extensions to best-selling brands.

Cry Babies BFF brings grown-up versions of favourite Cry Babies characters, to offer a natural transition from baby dolls to smaller Magic Tears collectible dolls, culminating in 20cm collectible fashion dolls.

Complete with on-trend outfits and long, colourful hair for styling, the BFF range includes eight characters designed to appeal to ages 5-7 years. As with all IMC Toys ranges, content is at the heart of the line.

13 x seven-minute animated episodes will be aired across IMC Toys’ official YouTube channel, Kitoons, and streaming networks from July 2022 onwards.

The new fashion dolls feature 15cm silky hair, six points of articulation, interchangeable outfits and accessories, crystal eyes and a unique unboxing reveal. A special edition twin-pack is also available along with over 20 accessories and a necklace for children to wear and match their dolls.

Cry Babies enters a new Icy World for AW22, with core product lines reflective of the fresh content that will be aired. The new Dressy Fantasy characters feature icy-themed outfits, real rooted hair, glass crystal eyes, soft-touch heads and, as with all Cry Babies, real tears and realistic baby sounds. The introduction of Cry Babies Tiny Cuddles adds a quality, value-driven line to offer brand consistency at an alternative and widely accessible pick-up price. New Frozen Frutti characters from the Icy World will be available as smaller, soft-bodied versions of Cry Babies, still crying real tears. A Tiny Cuddles Christmas range will include six characters dressed as Christmas favourites including reindeer, snowman and Santa.

Cry Babies Magic Tears - smaller, collectible versions of the Cry Babies range – has recently signed a new licensing deal for the UK market. The new Cry Babies Magic Tears Icy World Keep Me Warm collection features 12 new characters plus one rare and one extra-rare to collect, all of which come dressed in changeable winter outfits. The characters come hidden in Ice Crystal wardrobe packaging which doubles as a play set and includes eight surprise accessories. The dolls can be fed using the magic baby bottle and cry tears when their bellies are squeezed.

There are eight Cry Babies Magic Tears Frozen Frutti options, plus a rare strawberry doll, all dressed as ice-creams and smelling of their corresponding fruity flavours. The dolls come in magical foam ice-cream capsules which children can open to reveal surprises and accessories and cry jelly tears once fed from the magic bottle and squeezed.

Also for Q3/Q4, Cry Babies Magic Tears Icy World Dinos are hidden in frozen igloo capsules. Each of the nine characters is dressed in a dino outfit and includes 10 themed accessories, with a pet that is revealed when the dolls’ magic tears are dropped onto a dino egg. Once revealed, more tears will lead to the pets changing colour.

The recent launch of Bubiloons has been a huge success and new characters can now be found in party cupcakes full of flying confetti. BubiGirls are soon to be introduced to the new short form animated Bubiloons episodes; tween characters that will form a collection of party-themed dolls. With party streamer reveal packaging, hidden accessories and interchangeable molded outfits, each character can blow different shaped balloons.

Bath/water play line Bloopies brings a new dimension to the category with Bloopies Fairies Magic Wings. Kids simply add the included bubble mix to the tray, mix with water, dip in the fairy wings, and wave to make bubbles, while the fairy can also become a water squirter.

Flair 0208 643 0320

| www.flairplc.co.uk sales@flairplc.co.uk New from Flair are two doll collections: Unique Eyes and Super Cute Little Babies.

Unique Eyes are fashion dolls with magical eyes which follow the gaze of anyone observing them. With three core characters to collect, the dolls feature soft, brushable hair and realistic, articulated bodies that will stand up. Each has a distinctive style and is available to purchase individually, dressed in one removable outfit. The characters can also be bought as Total Look sets, which come with an additional outfit option. New for AW are the Beauty Day Playset and Fun Ride Scooter with doll.

Super Cute Little Babies is a baby doll brand designed to inspire girls to help protect the planet. When drinking from their magic milk bottle, the Super Cutes activate their powers, and their medallion lights up. Each character comes dressed in reversible clothing so kids can turn their everyday baby outfit inside-out to reveal their ‘super’ ensemble.

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Zuru info@zuru.com New miniature Disney Toy Store collectibles have landed in the UK with the latest launch from Zuru’s popular 5 Surprise range. There are over 50 miniatures of favourite Disney brands to collect from Marvel, Pixar, Lucasfilm, Mickey & Friends and Disney Princesses, with favourite characters such as Darth Vader, Elsa from Frozen, Mickey Mouse and more.

The collaboration is a market first, a culmination of two years of work for Zuru Toys to bring it to UK fans. Zuru says it is the first product mingling of Disney, Marvel and Lucasfilm franchises and the very first product line that leveraged Disney Toy Store IP. Mini Brands Disney Store edition joins the 5 Surprise range which includes Mini Brands, Toy Mini Brands and Mini Fashion, the latter launching earlier this year.

The launch has been supported by extensive marketing efforts, including content, PR and social. The 5 Surprise range consistently goes viral on TikTok, with the Mini Brands platform recently reaching 1m followers. Disney Toy store content was no exception, with views closing in on 100m across launch period on the Mini Brands account.

Fans have particularly enjoyed content where mini versions from the same universe are shown together, from the characters of Frozen to the Star Wars crew.

Fan favourites included the Ultra Rare range where collectors can get their hands on golden characters including Spider-Man, Buzz Lightyear and a Storm Trooper.

The range promises continued innovation with more launches throughout the year.

Basic Fun 01189 253 270 | Tim.Ives@basicfun.com The Basic Fun portfolio offers new themes and characters across the Cutetitos collection, as well as fresh IPs with Candy Pop! and internet craze-inspired Misfittens.

Now in its ninth selling season, the Cutetitos brand has become an evergreen for retailers thanks to regular refreshes and new themes to collect. Fresh for spring is a second wave of Carnivalitos – the candy floss scented characters themed on big top carnival. This wave has an umbrella theme, with new animal friends to discover.

There will also be two new waves of Unicornitos in 2022 and there’s more to come later in the year as Basic Fun takes Carnivalitos fans to the islands with Islanditos, new furry scented collectibles that smell tropical. All will be supported with a marketing programme covering TV, YouTube, social media and an in-store display programme.

From a collectible favourite to a new IP, Misfittens surprise reveal is based on the internet sensation #IfitsIsits with over 65m hashtags and millions of funny videos of cats squeezed into tiny spaces. Misfittens are kittens that mis-fit themselves into small places and there are 12 to collect; each is revealed when the packaging is peeled off and the misfitting kittens triple in size.

Basic Fun will launch another collectible IP this autumn, Candy Pop! The candythemed collectible range promises fun, interactive play and a sweet surprise reveal with each Pop. With 14 styles to collect, wrapped up in each of the sweet-inspired capsules is a collectible character, stickers and a mini colouring sheet.

Lisciani www.liscianigiochi.com

| danny@allinoneproducts.com

Bringing together doll play and creative and sensory play, Lisciani’s all-new Barbie Sand & Surf play set launches later this month.

The set comes complete with an exclusive Barbie doll, as well as a host of beach-side accessories and a play tray, allowing kids to create a luxury sand and surf set-up. To add to the fun, a selection of glittery play sand is included in several colours, which children can sculpt with the included shape cutters and tools for added sensory play.

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Schleich 01279 870000 | www.schleich-s.com/en schleich@schleich.co.uk With the launch of its first modular offering in July, the extendible Lakeside Riding Centre, Schleich will open up an almost limitless Horse Club experience for all horse fans. Children will be able to design each equestrian adventure exactly as they want as the Centre can be assembled and expanded in a variety of ways with a base and two additional new extension models – the Horse Stall Extension and the Horse Shop.

The Lakeside Riding Centre includes three horse stalls, a wash station, a hayloft with sleeping bags and fences which can be connected to make a large paddock. It also comes with three horses and two fully flexible figures, horse and saddle blankets, plus small animals.

The Horse Stall Extension includes a stallion horse, trough, feed box, care and feed accessories, saddle, bridle and two fabric saddle blankets matching Hannah and Lisa’s exclusive outfits available only with the Centre.

The Horse Shop, with opening and closing doors, comes with owner Tanja and a host of stock including feed, saddles, care utensils, bridles, helmets, ribbons, trophies, halters and saddle blankets matching Sofia’s new riding outfit, who is visiting the shop with her Trakehner Mare.

In September, Schleich will also launch an offshoot of Horse Club, brand new property Sofia’s Beauties, featuring horses with beautiful, long manes and tails, which can be brushed, decorated and freely interchanged for endless styling options. The range will include four individual horses; three starter sets, each with a horse and rider, as well as lots of colour-coordinated accessories and two accessory sets.

Two new play sets will also join the line-up. The Horse Pop-Up Boutique features a wide choice of accessories which can be used to decorate the horses’ manes before taking a look in the mirror. The entire boutique can be folded up and easily transported between play sessions. In the beautifully detailed Horse Beauty Salon, children can pamper the mares with equine beauty treatments and there’s a pedestal for styling, a podium for presenting the finished looks and a drawer to store all the clips and beads.

Both the Horse Club and Sofia’s Beauties will be TV advertised with further marketing support including rich digital content and PR.

Simba Smoby Toys UK 01620 674 778 | www.simba-dickie-group.de/en |

sales@simbasmoby.com

The new B-Kind collection offers families a greener option in the doll aisle. Designed to promote positive messages of kindness, creativity, and compassion, these dolls have been created to be more environmentally friendly.

The B-Kind dolls are made from recycled materials and come presented in eco-fashions. Each character comes boxed in reusable packaging made from recycled materials.

A ribbon that serves as the box handle can be used as a hair tie, while the packaging can be used to construct a Kindness Board - a space to share kindness goals, which can also be used as a background play scene. There are five characters to collect; each has her own interest, from going green, to saving the oceans, to ending bullying. Relatable for the children of today, the dolls’ passions highlight the importance of being kind to the environment, animals and to each other. Each doll also comes with a different DIY activity, such as making an upcycled doll’s outfit or creating a set of BFF bracelets.

The Steffi Love brand sees a host of new fashion doll themes, from sporty sets to the Happy Animal theme, all the way through to hairdressing, fashion and fantasy concepts.

With the Steffi Love Swap Mermaid, children can give Mermaid Steffi a makeover by turning over the sequins to reveal a new look; she also comes with hair extensions to complement her sequined mermaid tail scales. The Steffi Love Bike Tour doll comes with a bicycle, helmet, basket, dog and baby, while the Steffi Love Sport doll comes complete with a yoga-themed set, which allows kids to position their flexible Steffi doll in all her yoga poses. Scubadiving themed set Steffi Love Dolphin Fun comes with a diving suit clad Steffi doll and a pink dolphin.

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ToyTopic sales@toytopicgroup.com ToyTopic is introducing a range of new collectible fidget toys with a fashionable twist.

Fashion Fidgets from WowWee are styled and accessorised and comprise at least three fidget features such as pop, twist, pull or spin. There are more than 18 dolls to collect in Series 1, and kids can tear and unravel the box to reveal which Fashion Fidgets doll is inside.

Kids will enjoy building their collection and sharing it with friends. Each doll comes with a keychain to attach to a backpack, so they can be easily taken along wherever the child goes. Fashion Fidgets will be available from October 2022 and will be promoted with PR support and influencer campaigns.

ToyTopic is introducing a line of collectible dolls based on the hit Roblox game Twilight Daycare. The Twilight Daycare range of Collectible Babies from WowWee is made up of small baby dolls, which come as a number of mystery characters.

Supplied in blind packaging, kids will find out which character they have when they unbox.

They can then bring the fun online by redeeming a code in the Twilight Daycare game, enabling them to play with their collectible doll virtually. There are 20+ Twilight Daycare Collectible Babies to collect from Series 1 Mystery Characters to the OG Baby Doll, and even a Deluxe Pack.

Twilight Daycare Collectible Babies will be available from early autumn 2022 and will be promoted with PR and influencer campaigns.

Funrise 01908 555 640 |

www.funrise.com

Funrise is launching BFF Bright Fairy Friends Mermaids, an additional six new BFF Fairy Dolls with a new fairy home, and a new magical friend, Sparklecorn.

Kids can unbox their new BFF Bright Fairy Friends Mermaids to unveil which magical mermaid doll they have, along with multiple surprise mermaid accessories. Each doll comes housed in its own mermaid home with bright, motion-activated twinkling lights, which mean the mermaid home can also be used as a nightlight. Dipping the included seahorse sponge applicator in ice-cold water and gently brushing it along the back of the wings will reveal each character’s colour.

Also new this season are six BFF Fairy Dolls which are also not revealed until they are unboxed, along with their surprise fairy accessories. When the fairy’s necklace is pressed, her wings glow with radiating multi-coloured lights. This season, the BFF Bright Fairy Friends Fairy dolls come with new fashion skirts, new accessories and brand-new fairy homes in a magical fairy tree door. Like the mermaid home, the fairy tree door also has bright, motionactivated twinkling lights with a 20-minute timer, so can also be used as a nightlight.

The all-new BFF Bright Fairy Friends Sparklecorn comes with multiple accessories including a hair brush and hairclips so that her owner can style her mane. The unicorn’s horn also lights up with a press of its necklace, and the sparkling wings flap up and down.

Funrise is also introducing the Gla’more line of fashion focused dolls. With a dress that transforms into the glamorous closet, kids can style their doll’s hair and accessorize her, before showing off her look on the light-up runway. With 13 on-trend clothing and accessory pieces for each doll, kids can mix and match their fashions for endless new looks.

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Dolls & Collectibles

I’m A Girly +41 (0) 76 564 92 93 |

www.imagirly.com | sales@imagirly.com

Co-creation, sustainability and an extra touch of excitement are high on I’m A Girly’s agenda this year, with a range that offers something for everyone.

The I’m A Wow Glow Edition Dolls come dressed in cute animal-inspired outfits, with glow-in-the-dark features, and also carry an important message.

I’m A Wow Glow Edition Ruby, Taylor and Jamie are made from recyclable plastic. Their outfits draw attention to endangered animals to educate children about the topic from an early age. Part of the proceeds from the sale of the dolls will go to support the preservation of endangered species.

When it gets dark, the dolls’ long hair, eyebrows and lips start to glow, keeping children feeling safe and protected in the dark. The glowing features charge in daylight, making a marked contrast to the way they shine on their own in the dark. The dolls are approximately 36 cm tall, and the packaging includes a doll, a complete outfit, a pair of shoes and a crafting pattern.

Just like every other product from I’m A Girly, the dolls were co-created by the brand’s Kids4Kids design team to ensure a perfect market fit and support more sustainable production. The packaging of all I’m A Girly products is reusable and is designed in a way to inspire the children to be creative. Be it little accessories for the dolls, a wardrobe, animal masks, or face painting templates, all the packaging includes crafting patterns for additional and sustainable fun.

Just Play www.justplayproducts.com

| uksales@justplayproducts.com

Just Play offers a wide range of styling heads with Disney Princess and Elsa and Anna from Frozen among the firm favourites, and Moana - a new addition to the range this year - proving popular. Just Play also has a range of styling heads for one of the world’s most iconic fashion dolls, Barbie.

The range offers Mini Styling Heads, ideal for on the go play, through to the Deluxe models featuring a number of accessories for children to explore a variety of hair play. The Tie Dye Barbie Deluxe Styling Head features an innovative spinner to create tie dye effects with ribbon and the quality of the hair delivers a realistic play experience for children as they brush and style.

Another popular Just Play line is the 28-inch Barbie, which stands at over 2ft tall with beautiful hair and stylish clothes for life-size fashion fun.

Kids can collect miniature characters from across the Disney portfolio with Disney Doorables.

From Disney Princess to classic Mickey and Minnie and every character in between, the collectibles all feature adorable, oversized eyes.There are rare characters to find and special editions by series, all packaged in a fun unboxing experience with added play value. Already a huge hit in the US, the range is now taking the UK by storm with marketing support throughout the year, focusing on digital platforms such as TikTok where there is already a growing following.

Moose Toys 01637 882200 | www.moosetoys.com Following a hugely successful reception for the Magic Mixies Magic Cauldron, which won the Creative Toy of the Year award from the Toy Association and was on many children’s Christmas wish lists for 2021, Moose is introducing even more magic to the market with Magic Mixies Mixlings.

The new collectible range features more than 40 Magic Mixies Mixlings including Single Packs, Twin Packs and Sparkle Magic Mega Packs with four exclusive glitter Mixlings. All packs come with a collector’s guide and a magic cauldron. When kids rub the gem and say the magic words “Magicus Mixus,” the Mixlings’ spell casting team and level of rarity is revealed, while the wand reveals each Mixling's magic powers.

Later in the year, the world of the Mixlings will expand with the Magic Mixies Mixlings Magic Castle Playset. The set delivers five magical moments, from a castle tower that grows and a secret entrance where the Mixlings can disappear and reappear, to a bed that tucks in the Mixlings with the tap of wand.

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Dolls & Collectibles

Epoch making toys 0208 049 1377 | www.sylvanianfamilies.com www.aquabeads.co.uk | sales@epochmakingtoys.com Sylvanian Families is back this season with a new theme all about hair, accessories and styling fun. The Style & Play themed sets feature Sally and Serafina from the Pony family with hair that can be styled and accessorised for the first time in the brand’s 37-year history. The new range includes the two-storey Pony’s Stylish Hair Salon and the Jewels and Gems Collection Fashion Playset.

Building on the success of the Amusement Land themed sets launched in 2021, there will be two amusement vehicles launching this summer. The pastel-coloured Ice Cream Van features over 30 accessories, providing treats to hungry Sylvanians, while the Popcorn Delivery Trike comes complete with the Sheep Mother, Barbara, and a popcorn machine that pops popcorn when the handle is turned.

There are also new animal families joining the Sylvanian range this autumn/winter. The Highbranch Giraffe family comes with father Egbert, mother Olive and babies Bran and Brie. It also includes a camera and pair of binoculars for the babies to go on their first safari. The Goat family set also contains four figures: postman Goat father Billy, mother Nancy, daughter Mandy and baby Jenny.

Character Options 01616 339 800 | www.character-online.com sales@charactergroup.plc.uk Character Options is leveraging its worldwide success with stretchy, squishy and crunchy tactile toys with a brand-new concept for the collectibles aisle: GooZonians.

The GooZonians have been developed with children aged four to six who love fantasy storytelling, action, adventure and tactile toys. The collection brings together a captivating play pattern and mythical creatures, with a great story behind them that promotes the value of friendship and teamwork, as the characters embark on a quest to save the day.

GooZonians launches in June with six stretchy, squishy, crunchy superheroes to collect in Series One. Each of the 7-inch characters has its own unique goo-filling to explore, aligning the range perfectly with the growing ASMR toy trend.

The GooZonian superheroes each have a hidden power charm; the discovery of their individual charms is a central part of the story in the launch animated YouTube webisode, which introduces the characters and the story behind the realm of GooZonia. The GooZonians come dressed in interchangeable outfits that can be shared among the characters, allowing kids to mix-up their play, stretching, twisting and crunching their favourite characters again and again.

Alongside the six single Hero packs there will also be a Twin Pack with exclusive fillings on the royal leads Queen Ember and Princess Flik.

GooZonians is set for a full-impact marketing campaign, launching with webisode, TVC, FSDU and an extensive influencer campaign.

Two in 1 Direct 07967 004 585 | www.catsvpickles.com

| Paul@allin1products.com

From the world of Cats vs Pickles (CVP) comes a host of collectible new characters. Fans can now get their hands on more than 100 different designs in the 4” Collectible Plushie range, with more to come. July will see the launch of the Gold Wave; there will be 60 4” super-soft, bean-filled Squidget options to collect across five assortments in the open Gold Wave. Gold Wave Mystery Bags will offer fans a further 96 characters to collect across eight assortments.

The recently introduced CVP Chonks are 6” collectibles that deliver the fun of the original plushies on a chonk-size, fat cat scale. Two inches taller and that extra bit plumper, the lovable felines come in a vibrant choice of styles. Chonks are available as an open assortment with 12 never seen before designs, plus a Gold Wave refresh is coming in Q3.

There is a new generation of collectibles on the way from the CVP range: Kittens vs Gherkins. This range offers fans baby versions of the most popular CVP characters, with Kittens vs Gherkins available as two-packs from July.

Another new introduction to the versus world is Dogs vs Squirls. The pups in this collection have their own personality traits and issues, but their main job is to guard their house from intruders, while the Squirls are mischievous marauders that have one mission in life - to destroy the houses that the dogs are trying to defend. The collection launches with 60 4” bean-filled plush characters to collect across open and Mystery Bag assortments, as well as 24 6” Dogs vs Squirls Chonks.

Each property is supported with short-form animated content to run on YouTube, streaming and social media.

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Dolls & Collectibles

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Master offers a wide range of dolls and collectibles, many at a pocket money price, from popular brands such as Hatchimals to the newer P.Lushes and Purse Pets.

Kids can expand their Hatchimals Colleggtibles collection with siblings from the all-new Hatchimals Families. Each family has its own look and theme inspired by its favourite activities, and there are eight Hatchimals Families to collect including Cat Dancers, Lion Artists, Bat Musicians, rare Dog Pilots and Fox Pageant Stars. Kids can start building families with the Sibling Pack which comes with a new Hatchimals egg, one Big Kid, one Baby, and a pair of wings for the Big Kid. It’s a surprise which Hatchimals siblings are in the pack.

New Micro Purse Pets from Spin Master are tiny tote bags, each with their own look and featuring pop art-inspired eyes that roll when the zip is open and closed.

The Micro Purse Pets collection features six different animals in a variety of fabrics and textures such as denim, soft Sherpa plush, holographic patent faux leather, glitter accents and more.

Another pocket money range, P.Lushes Pets are collectible plush which come in a luxe, premium fabric and feature a sparkling collar. Collectors can look out for Limited Edition and Special Edition rare plush.

New this year to the Spin Master Wizarding World range is a selection of pocket money collectibles. The Harry Potter Playset contains 3-inch mini dolls which are highly detailed, bringing the beloved Harry Potter characters to life, while the Patronus Friendship Sets each contain two 7.6cm collectible dolls plus two Patronus, and are available in Harry Potter and Ginny Weasley or Luna Lovegood and Cho Chang options. All the Magical Minis Harry Potter collectibles and the Friendship Sets make ideal gifts for kids aged five and up.

The Magical Minis Room of Requirement Playset transforms from the Training Room of Dumbledore’s Army into the Room of Hidden Things, bringing the secret Hogwarts room to life. With its 2-in-1 feature, exclusive 7.6-cm Hermione Granger and Ron Weasley figures, two Patronus figures and a duelling dummy, kids can use it to recreate their favourite Harry Potter scenes. The detailed room features an entrance door on one side and Dumbledore’s Army Room on the other and can also be connected into the Magical Minis Hogwarts Castle (sold separately) and Potions Classroom, Charms Classroom and Care of Magical Creatures Playset (all sold separately).

Mattel 01628 500 000

| www.mattel.com

A new unboxing experience has been launched by Barbie with the Barbie Cutie Reveal range. With 10 surprises in one package, the Barbie Cutie Reveal dolls offer soft, plush animal friends and fashions, surprises and transforming fun. Series 1 includes a bunny, kitten, puppy and panda and four surprise bags in each package.

Barbie continues to expand the Color Reveal range with the new Mermaid Series for Barbie and Chelsea. Barbie Extra also extends it collection with three new dolls joining the range in Q1 and the first ever Barbie Extra Car. New in the Careers segment is the Barbie Bakery Playset and Doll and the Dreamtopia Twinkle Lights Mermaid doll adds a touch of fantasy and magic. Malibu Barbie and Brooklyn Barbie Camping dolls feature in a new camping doll play set inspired by the new Barbie series It Takes Two, which follows on from the 2021 movie Barbie: Big City Big Dreams.

Original micro doll Polly Pocket is adding new themed compacts to the Pocket World Assortment, including Outdoor Sports Football, Arcade Game, Aquarium Otter and Performance Bow. Each set includes two dolls which have improved articulation with five moveable joints. The compacts come complete with a strap so kids can wear them as a wristlet or purse.

Mattel is launching an empowering toy range for Karma’s World, which encourages girls to find their voice and use it to change the world. Kids can collect the whole crew with the Karma’s World Core Fashion Doll, choosing from Karma, Winston or Switch dolls. Each comes dressed in stylish fashions with an accessory for storytelling play. The Karma’s World Singing Star Karma Doll completes the line-up, a doll which plays iconic songs from the show when her arm is lifted.

My Garden Baby continues to encourage kids to cultivate an appreciation for the world around them with the new My Garden Baby Brush & Smile Little Bunny Baby Doll range, while Mattel’s Spirit range continues to grow with the new Lucky’s Nursery Playset and the Spirit Core Doll & Horse Assortment which has been developed to include rooted manes and tails.

Finally, new characters are added to Mattel’s Harry Potter doll assortment, including Bellatrix Lestrange and Sirius Black.

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Dolls & Collectibles

MGA Entertainment 0845 0533 333 | www.mgae.com MGA Entertainment’s new Mermaze Mermaidz Colour Change Fashion Dolls feature character backstories via colourful and expansive entertainment content and combine trends such as colour change and water play.

Aimed at children aged 4+, the Mermaze Mermaidz range features five core dolls which are articulated at the neck, shoulders, elbows, wrists, torso, waist and fin. They feature inset eyes and rooted eyelashes, as well as colourful mermaid hair, and come complete with a removable top, jacket, purse and jewellery tailored to their individual style. The dolls’ unique sculpted fins change colour when submerged in water and double as a stand when the fin is bent 90 degrees – perfect for both water play and display. Kids can choose from Kishiko, Shellnelle, Riviera, Jordie and Harmonique.

Entertainment content launches on YouTube in early May and fans can also immerse themselves into the world of Mermaze Mermaid through the official UK Instagram feed @officialmermaze.uk. The launch will be supported by high impact PR and digital campaigns, with a host of activity running throughout 2022.

Also new are Shadow High dolls, an assortment of six dolls distinguished by bold, grayscale tones with a touch of iridescent shine and classic rainbow accents. The line introduces fans and collectors to all-new characters who embody the other half of the Rainbow and feature a bold, polished and luxe feel that is woven throughout packaging and design.

The students of Shadow High are Natasha Zima, Cosmetic Chemistry Focus; Heather Grayson, Special Effects Makeup Focus; Ash Silverstone, Audio & Visual Effects Focus; Nicole Steel, Installation Focus; Luna Madison, Film Focus and Shanelle Onyx, Couture Fashion Design Focus.

The dolls are fully articulated, including their arms and legs, and feature unique sculpts. Like their predecessors, the Shadow High dolls themselves inspire fans to be creative and embody themes of confidence and self-expression that resonate with kids, parents and collectors alike. The new collection’s packaging will mirror that of Rainbow High with a twist, as though Shadow High hacked Rainbow High’s brand block on shelves. The fashions sported by the dolls feature on-trend fabrics and aspirational designs that kids see in the real world.

Each doll features two outfits.

Fans of the collection can catch the students of Shadow High in season three of the hit animated Rainbow High series which aired on YouTube last month and can also watch previous seasons on Netflix.

Spring has seen L.O.L. Surprise! launch the new Mini L.O.L. Surprise! collection. Collectors can unbox fan-favourite O.M.G. characters now in miniature size with the O.M.G. Minis, or discover O.M.G. characters, their Lil Sis, and the family pet all in miniature with the Mini L.O.L. Surprise! Family range. Each mini is an exact replica of their full-sized doll or pet, including their signature looks.

The L.O.L. Surprise! World Travel series has seen the brand embrace a new storytelling travel theme with three new L.O.L. Surprise! O.M.G. World Travel Fashion Dolls and the L.O.L. Surprise! World Travel dolls assortment. Each doll comes with fashions and travel themed accessories.

A key focus for spring, the ground-breaking new L.O.L. Surprise! Queens series celebrates the spirit of sisterhood. The range includes L.O.L. Surprise! O.M.G. Queens Fashion dolls, an L.O.L. Surprise! O.M.G. Queens Deluxe collector doll and the L.O.L. Surprise! Queens dolls assortment.

The best-selling L.O.L. Surprise! All Star Sports dolls have had a sparkly makeover and new basketball theme and fans can collect both the Courtside Cuties and the Diamond Dribblers with the new L.O.L. Surprise! All Star Sports Basketball dolls. Each collectible doll includes a glitter uniform, basketball-themed accessories and a fun water surprise, plus a collectible trading card that doubles as a backdrop.

The Desi Doll Company 07769 694 655 | www.desidollcompany.com | farzana@desidollcompany.com The Desi Doll Company has recently enjoyed a buoyant Ramadan, the company’s busiest time of the year, as customers have lapped up its fun and educational Islamic gifts for Eid or birthday celebrations. For 2022, the company has added seven new dolls to its existing range, which have all been extremely well received by retailers and consumers alike.

The new launches include the first ballerina dolls designed especially for little Muslims: Lina Ballerina and Dina Ballerina.

These talking ballerina dolls recite a poem about ballet and each have a removable headscarf for added interaction. To extend the play value further, children can have fun recording their own voice, which the doll will then repeat, simply by pressing the left hand The popular ballerina dolls are joined by Singing Princess Amira, with songs that have been recorded especially by YouTube singing sensation Ayisha Abdul Basith who has over 2.8m subscribers to her channel.

The Desi Doll Company has been focusing on increasing diversity in its doll range with the addition of talking Aisha and My Little Muslim Friend Iman offering greater representation for Muslim children.

The range is gaining greater distribution thanks to a listing in Morrisons for Ramadan, making the range more accessible to the company’s customer base.

With a UK market of over four million Muslims, the company is keen to secure further distribution in toy shops, department stores and supermarkets.

A licensing agreement has just been agreed with Digital Durian Animation Studio, the makers of Omar & Hana, a hit YouTube animation series, with over 1.1m subscribers. To accompany the series, The Desi Doll Company has just launched its first licensed plush: Singing Omar & Hana dolls that sing 10 hit songs from the shows. The new dolls were released in time for Eid 2022 at the beginning of May and are expected to be followed by more licensed toys from the Digital Durian shows.

The team invites buyers to find out more about its growing range of Islamic interactive toys by contacting Farzana Rahman on the email above.

COLOR CHANGE

info@ima

girly.com

www.imagirly.com

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Brand Profile

Character Options

A bit of a stretch filling to enjoy, aligning the range perfectly with the growing ASMR toy trend.

Character Options has introduced its latest squishy, stretchy and tactile brand, GooZonians, to the Dolls aisle.

Mark Hunt, marketing director, tells Toy World the thinking behind this new launch and why he believes it will replicate the enormous success of Heroes of Goo Jit Zu. How has GooZonians come about?

In the early days of our Goo Jit Zu journey, it very quickly became clear that the concept was a hit with girls as well as boys, and we knew there would be demand for a similar new brand that was specifically targeted at the collectible dolls category. We were confident that we could fill this gap by leveraging our worldwide success with Goo Jit Zu, and that there was ever-growing demand for stretchy, squishy, crunchy tactile toys. Of course, we also knew that we’d have to underpin all of this with an engaging storyline that would capture kids’ imaginations and put this collection in a whole new world of its own.

Developed with kids aged four to six in mind, Character Options is excited to present the world of GooZonia and the intrepid heroes who reside there: the GooZonians. The GooZonian toys bring together a captivating play pattern and mythical creatures, with a great story behind them that promotes the value of friendship and teamwork as the characters embark on a quest to save the day.

What can you tell us about the launch range?

There are six mythical GooZonians to collect in Series One. Each has its own unique goo

Each of the six GooZonians also has a hidden power charm: the discovery of their individual power charms is a central part of the story, as seen in the animated YouTube Mini Movie.

This enchanting animation introduces the power of storytelling and imaginative play to the range. As empowering female superheroes, the GooZonians teach kids that any challenge can be overcome when they work together to save the day. We aim to tap into young imaginations and see them recreate the storylines, before also creating their own.

Finally, all the outfits are interchangeable between the different characters, so kids can mix-up their adventure play.

How is Character Options planning to support GooZonians from a marketing perspective?

GooZonians will be Character Option’s biggest launch in spring 2022 and will therefore be supported with one of our largest marketing investments to date.

Central to this is the 2D cartoon-style mini-movie which launches on YouTube mid-May. This has been created by a critically acclaimed script writer and the award-winning animation studio Pixel Zoo. We plan to unveil it with a virtual screening for key influencers that will kickstart brand awareness ahead of product hitting shelves.

An epic 30” TV spot will also blast the airways from launch across multiple channels, heavily weighted to YouTube so we can really target the audience. We’ve also enlisted some of the UK’s leading toy influencers to support the brand launch, including Gabi Faye from TikTok. Alongside the above, GooZonians will be supported with advertising, competition and editorial content across leading girls’ press titles and all Character Option’s social media channels.

And how will the company be supporting GooZonians stockists?

At retail, we’ve created a standout FSDU launching across independents, grocery and toy specialists, giving the brand great out-of-aisle presence at launch.

We’ll also be working strategically with supporting

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retailers on cooperative marketing campaigns across TV, YouTube and social media.

How important is the web content to driving awareness of the brand?

Web content has been the focus of our launch strategy.

Our 11-minute Mini Movie is an origin story - a chance to introduce Queen Ember, Glyde and all the other GooZonians, and an opportunity to gain an understanding of their individual personalities, characteristics and unique powers. We’ve not only built an imaginary world with Slime Rivers and Rainbow Rain, but we’ve also come up with storylines that will engage fans with relatable events and situations that they face in real life. We aim to build brand loyalty from launch with a toy collection that brings GooZonia off screen and into the playroom for an immersive play experience.

Character Options fully appreciates the everchanging nature of media consumption, especially among children, and we know that engaging content on-screen captures imaginations, which is exactly what the webisode aims to do. At the same time, the toy range will allow children to buy into the concept and recreate their own adventures at home and with their friends.

The concept introduces something quite new to the Dolls aisle, though we’ve of course seen how well Heroes of Goo Jit Zu has performed in Action Figures. Do you think this play pattern will prove a similar hit?

As we touched on earlier, the Goo Jit Zu crossover was inspired by seeing girls playing with the brand. We know the play pattern isn’t purely for one gender – ASMR, sensory and fidget toys appeal to everyone. Girls don’t necessarily focus on crash and bash fighting play (although we’ve observed plenty that do) but they do respond to the power of a good storyline. By delivering strong female lead characters, the GooZonians can become positive role models like She-Ra and Wonder Woman.

For more information about the GooZonian collection from Character Options, call 0161 633 9800 or email

sales@charactergroup.plc.uk.

Company Profile

In the

zone ToyZone, an innovative and enthusiastic specialist toy design agency, is enjoying strong success, with design collaborations continuing to rack up and an ever-increasing suite of services on offer. Toy World spoke to Jose Manuel Diaz Ballarin, president of Sales & Marketing Eolo Toys and co-founder of ToyZone, and Alex Prieto, co-founder and director of Fun at Eolo Toys and ToyZone, about the agency, and why toy companies should consider a partnership with it for future product and entertainment launches.

ToyZone - is one of the reasons Eolo is always smiling.

We offer a raft of services that can be accessed by anyone and everyone. Firstly, we offer a 360° approach to toy design, from conception, branding and sourcing right through to manufacturing. Our design services span packaging, websites, NFTs and more, and are conveniently based on either hourly rates or a fixed monthly fee. ToyZone really will be your complete design department.

Tell us about ToyZone – when was the agency founded, and what was the intent behind it?

Jose: The beta version of the agency launched four years ago in Spain, and the Covid-19 pandemic then gave us the time and space to both fine-tune it and consolidate our offering. We define ToyZone as a 360° toy hub, and the only agency with toy design ‘superpowers’. The agency was created with the intention to offer toy companies and inventors a one-stop-shop for their toy development, design and entertainment needs. We’re toy professionals ourselves, so we both know how painful it can be to find the right team or partner. This is even more true if your project requires you to hire multiple teams and partners.

ToyZone whas just one purpose - to make this process easy and fun. We call it the ToyZone Experience.

How does ToyZone support the efforts of Eolo Toys? And what services does it offer the wider toy industry?

Alex: Eolo is of course a key customer of ToyZone, and our ToyZoners - the great creative team behind

Looking at entertainment, ToyZone will help give your brand a second, virtual life that encompasses everything from basic motion graphics used to demo projects to full animated series and state-ofthe-art in-app games. All are connected to our data science technology, which provides direct audience reports, instant rewards and much more. For the past four years, ToyZone has also created multiple toy IPs that are now available to license in all major toy categories.

Jose: Our team has been making toys internationally since the 90s, with more than 300 toys launched in total. Our combined experience makes us the perfect companion for any toy company: our existing clients see us as their personal toy advisors.

Which toys currently on the market would you say are good examples of ToyZone success stories?

Jose: Some of the best examples include recent brands like Eolo’s Marvel Battle Cubes, made in association with Boti and fully designed by ToyZone. Jiggly Pets is another. This brand just keeps increasing in popularity, resulting in impressive double-digit growth three years in a row.

Many other toys are currently in development, but most are under NDAs. You’ll just have to keep an eye out for them when they hit the market.

What role does consumer feedback and market research play in ToyZone’s design and development process?

Alex: Consumer feedback is king at ToyZone.

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We only specialise in toys, so it’s vital for us and the team to stay on top of trends and key market information in this fast-paced industry. Of course, consumer insights are also hugely important. We run our own research groups and family review programmes to gain better knowledge of what kids (and parents) want. Adding an extra layer to this, our app data provides us with valuable intel on a daily basis.

What sets ToyZone-designed toys, games, and other products apart from others in the marketplace?

Alex: Our experience in launching over 300 award-winning toys into international markets, and our relationships with key global retailers, give us a broad view of all the projects we take on, informed by real-world knowledge. This experience and knowledge of the North American and European Toy markets allow us to really guide our customers, helping them outperform their competitors and achieve true excellence.

Remaining focused is key. We are one of the few agencies exclusively specialising in toys and family entertainment, and we cover all core areas, so companies don’t have to spend their precious time shopping around. Our eyes and minds are 100% focused upon toys.

What makes ToyZone a good partner for toy companies?

Jose: It doesn’t matter if you’re a big toy corporation looking for the next big toy hit or entertainment development, an SME looking to expand your brands through innovation and design, or an inventor looking for idea validation, prototypes and sourcing - our ToyZoners will help guide you through the process from start to finish.

Just sit back and enjoy the ToyZone experience.

Readers interested in working with ToyZone can find out more and get in touch by visiting the new website - www.toyzone.es - or emailing sales@toyzone.es.

Company Profile

DKB Toys

Picking the winners

Toy World caught up with DKB Toys & Distribution managing director Chris Lohmeyer to find out how the company’s first 18 months in business has gone, and what lies ahead for the rest of 2022.

T

oy World first profiled DKB Toys & Distribution back in February last year, almost six months after the company was launched. In that interview, Chris spoke about his goal of establishing a toy and distribution company that offers service “like no other.” So, have the first 18 months gone according to plan?

Chris laughs wryly: “We have faced container shortages, Covid, sky-high shipping prices, lockdowns, a shortage of HGV drivers and Brexit.

Apart from that, it has all gone swimmingly.”

However, despite all the challenges, Chris is keen to focus on the upsides: “I believe you learn more in hard times than you do in good times. We’ve got the company up and running, we have developed good business with a number of majors – including Smyths, The Range and The Works – as well as the independent trade. We have gone from just me to a team of six people, and now we’re introducing some exciting new brands to our portfolio.”

One of the new brands joining the range for 2022 is the legendary Crazy Aarons line of putty and slime, which Chris is understandably excited about: “The brand was on fire a few years ago, when the slime and putty craze first hit the UK market. Of course, as there was such huge demand from consumers, the market was quickly flooded with copies and inferior quality

products. The great thing about the Crazy Aarons range is that it is a completely trusted brand – every product is tested, and every tin has the correct safety markings to prove it.

“The specialist independent trade always loved the brand, selling huge quantities and making great margins – so as soon as we found out they were looking for a new partner to re-establish the brand in the UK market, we jumped at the chance. We know that the range sells and that our retail customers and consumers can have complete confidence that it is a safe, trusted brand.

“The independents are already excited that the range is coming back, it was always a massive margin driver for them. And we’re going to make sure that we control online sales carefully – only authorised sellers will be able to offer the range on Amazon and other online platforms. The first shipment will arrive at the end of May, and we have already sold a quarter of the container before it has even left New York.

“We’ll also be supporting the brand heavily at retail – we are bringing display stands over and also designing and manufacturing our own stands to increase capacity. We are confident it’s going to work – it’s a fun product which we will be marketing not just to kids, but to adults too. It’s the ultimate fidget toy and a great stress-reliever.”

In addition to adding new ranges to its portfolio, DKB Toys has also been hard at work building a brand new website, which is due to go live at the end of May. The website will be transactional, allowing retailers – from major accounts through to independent retail stores – to place orders for immediate delivery, which in some cases will be within 24 hours.

“When we set the business up, we said that we wanted to become the largest distributor in the UK – and the new website will go a long way to helping us achieve this ambition,” states Chris.

Another key step towards that goal was the appointment of DKB to handle UK distribution

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for Melissa and Doug, a partnership that will see the company service over 2,000 independent UK customers. Chris is excited about the prospects for the partnership: “Melissa and Doug is a premium product. We will be carrying around 390 lines in total, including the top 60 items. It’s a great brand that I believe will benefit from having boots on the ground, and I am very much looking forward to working with Jez Robinson and the UK team.”

As DKB’s portfolio grows, so too does its team – the latest addition being popular salesperson Edel Siddle.

“I’m delighted that Edel will be joining us,” admits Chris, “we are carrying over 400 lines now, and it is great to have someone of Edel’s calibre with great connections in the trade on board to help get our message out to the trade.”

In addition to the new ranges, Chris is keen to stress that there is still tremendous scope for growth in the ranges that have been with DKB from the start: “The Alex brand is a major opportunity for us this year. The range is particularly strong in Art & Craft and Bath Toys. With price points ranging from £4.99 to £39.99 and very high margins of between 40-50%, we have found that where stock has gone in, it has flown out.”

Crazy Forts is another brand that was part of DKB’s formative offering, and it has grown substantially in tandem with the company’s growth: “When we started, we were selling around 250 pieces a month – we’re now selling ten times that amount every month.

It’s a premium product, and although that means the price is higher than some competitive ranges, many consumers prefer to pay a little more for the quality.”

Ultimately, as Chris explains, it’s about picking the winners: “We have to find the gaps in the market where we can win. We want to offer brands with longevity – our business is based on profit, not turnover. Of course, we want to get into more national accounts – but we still have a soft spot for Toymaster and the independent trade. That’s why we are giving them Crazy Aarons stands first, we want to support them as best we can.”

Time for a nap after a busy day!

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Feature

Preview

come and

join the fun The hugely popular Toymaster May show returns this month after being forced to sit out its 2020 and 2021 iterations by the Covid-19 pandemic. Once again taking place at its usual haunt, the Double Tree by Hilton Majestic Hotel in Harrogate, the three-day show runs from Tuesday 17th May to Thursday 19th May and will play host to a raft of big names within the industry – including a number so far absent from other 2022 trade shows.

Rachael Simpson-Jones provides all the information readers need about the event and speaks to the Toymaster team about how the buying group is evolving this year.

T

he Toymaster May show is a special one, I’m sure a huge number of readers would agree, and it occupies a special place in the hearts of retailers and exhibitors alike. Open to all independent retailers, whether or not they are members of the Toymaster buying group, the unique three-day trade event offers visitors unfettered access to the biggest and best toy and game companies in the business: the group has around 160 suppliers in total, though naturally they won’t all be present at the show. Among the 108 that will be, almost 30 of which weren’t present in 2019, are several major suppliers that so far haven’t appeared at other major trade shows, either through choice or because of cancellations: Lego for one, as well as Hasbro Mattel and Playmobil.

If you’ve attended the show before, you’ll be aware of its relaxed atmosphere, its comfortable surroundings, free lunches and evening entertainment (tip: keep a weather eye out for Paul Reader and his camera as each evening progresses). Tuesday night is party night – there’s no dress-up theme this year, unless you’re really keen to do so in which case, fill your boots – while Wednesday night is awards night. This year sees the welcome return of the Supplier of the Year Award

and Friends of Toby Award, and there will also be a number of 25th anniversaries to celebrate, according to the Toymaster team. Harrogate is also a lovely place to visit; many attendees arrive in the area early to pay a visit to one of the many local cafes and restaurants before the show kicks off.

But much of what makes the show special boils down to what makes Toymaster itself special - the people that run it, and the retailers that are proud to be members. Toy World has long enjoyed a great relationship with the Toymaster team and regular readers will have seen a number of articles we’ve run over the years detailing what the group does, and what membership offers. However, our most recent meeting with MD Yogi Parmar, marketing director Paul Reader and business development manager Brian McLaughlin made it clear there’s still a number of retailers out there who perhaps don’t fully appreciate all the perks of membership – and don’t yet know they’re missing out on being part of a community like no other. So, let’s have a quick recap, and then we’ll find out about all the changes Toymaster is introducing for the months ahead.

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Toymaster is the largest buying group for independent toy retailers in the UK & Ireland, operating as a ‘mutuality’: the group is wholly owned by the members, who are all shareholders in Toymaster. As a not-for-profit, Toymaster gives back to its members, with the most recent sum making its way back into the pockets of Toymaster retailers in April.

The group’s mission statement is a simple one - ‘To Help Our Members Trade More Profitably’ – but what takes place behind the scenes to ensure this is upheld requires more than a little hard work and dedication.

Luckily, the Toymaster team is both dedicated and hardworking. With the exception of two ‘recent’ starters, everyone on the team has been at Toymaster at least a decade (four of them for 30 years), and the group has earned itself a reputation for being both exceptionally friendly and committed to offering the very best support to its members.

Retailers who choose to join the group are free to either brand themselves as Toymaster stores or retain their current branding. And whichever option they go for, they also retain complete independence. This is an important point to note; Brian says that despite years of messaging highlighting this point, some retailers

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still hang back from joining because they (very much mistakenly) think that they’ll have to become a Toymaster branded store. This is categorically untrue, as a quick glance at the diverse range of storefronts featured in this article show. The only stipulation here is that those who choose Toymaster branding stick to the Toymaster logo and colour scheme rather than use artistic licence. This is simply to provide consumers with consistency and helps to hammer home the association between the Toymaster group and highquality indie toy specialists. Ultimately, the group wants shoppers to see the Toymaster logo and know it means safe, quality toys, manufactured by leading suppliers and sold by experienced, passionate retailers.

Membership also offers a raft of benefits, not least of which is access to TIMS – the Toymaster Information Management System. If there’s one perk that should be considered above all others, it’s this one. An internal portal which manages invoices and payments (plus

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many other features), TIMS saves Toymaster members precious time and energy by keeping all invoicing in one location, cutting out both paperwork and admin hassle and making the payment process as simple as possible. The system is updated daily, meaning every supplier invoice the group receives is available for members to view at any time. For indies, who often have small teams and busy schedules, this is undoubtedly a major boon.

Then there’s the free (and again, entirely optional) window programme, sponsored by leading suppliers and used to create striking displays that turn passing traffic into ringing tills. Retailers can choose from 4- or 8-panel displays showing leading brands or popular themes: an upcoming Movie theme, which ties in perfectly with what experts are hailing as one of the biggest movie years for a long time, prominently features Jurassic World: Dominion, a major property for toys in 2022. In-store POS is also available. This year, new characters Tilly and Tyler make a stronger appearance across POS and signage. The playful pair who we’re assured are ‘Toby’s twin niece and nephew’ in response to my question regarding illegitimate children - are small and cute and will surely be hugely appealing to shoppers.

Toymaster recently launched its spring/summer catalogue, one of two it launches each year (the other, of course, being autumn/winter). Overseen by a talented new designer, these fantastic marketing tools, available online as well as in print, offer specialist indie retailers another way to engage with their communities. The colourful catalogues can be offered in-store, where shoppers can pick one up while browsing for or buying their latest purchase, or retailers can opt to have them distributed along with local newspapers. For the first time, the group also now offers its members the option of having their own store’s name and address prominently featured on the front cover of their allocation of catalogues. This can be in the form of Toymaster branding or the retailer’s own store branding, depending on what they’ve gone for with their storefront signage. 16-page, 36-page and brandnew 44-page catalogues are available. The latter have proven particularly popular with the group’s Irish members, as they offer more space with which to focus on geographically significant ranges such as farm toys.

The Toymaster website (www.toymaster. co.uk) has been overhauled for 2022 as well.

The team freely admits that the previous site caused frustration among consumers who had found it while looking to buy toys online, only to discover it didn’t actually allow them to purchase anything. To mitigate this issue, the

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site now lets users search for toys and shows them their nearest Toymaster stores. Next to each store name is a click through link to its website, meaning that if that retailer has what they’re looking for, they can either buy it online or hop in car/on their bike and head to the bricks & mortar location.

It’s not fool proof: Toymaster members can stock what they like, one of the many things they like about the group, meaning they might not actually have the exact toy that shopper is seeking. Still, driving traffic to its members websites in this way can only be a good thing, and who knows – the shoppers may well find something else they didn’t even know they needed, and buy that instead. To reduce the chance of disappointment while the new functions are tested and expanded, the website’s dedicated areas feature leading brands such as Lego, Toymaster’s biggest supplier, alongside Hot Wheels and Thomas & Friends, plus categories such as Outdoor Toys, Toymaster Exclusives (we’re told there is some great support on exclusives from suppliers for 2022) and Toys Under £15. It’s a huge improvement on the previous site, and with 500,000 hits across November and December in 2021, the overhaul should see good numbers of visitors converted into sales this year.

If you’re planning a visit to the show this year – and you really should be – the Toymaster team will be on hand to talk to retailers thinking about joining the group and discuss in-depth all the above points, and how it’s continuing to develop its support and services year after year. There’s no doubt that there are retailers out there that would benefit massively from membership, meaning a simple five-minute chat with Brian, Paul, Yogi or anyone else from the group could make a significant difference to your business this year. There’s nothing to lose - and potentially lots to gain.

The opportunities out there for indies this year are numerous. The ‘Shop Local’ mindset has arguably never been stronger among UK & Ireland shoppers, one of the few silver linings, if you’ll forgive the expression, of the pandemic, and this year’s movie slate will send consumers to toy stores in their droves looking for the newest licensed toys and games. If you’re an independent retailer wanting to ensure you’re making the most of these opportunities in 2022, reach out to Brian and set up a meeting (brian. mcLaughlin@toymaster.co.uk) or pay a visit to the show. Four members of the Toy World team will also be there, and we’re all looking forward to catching up with fantastic indie retailers and top suppliers alike.

See you there.

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A helping hand

Toy World spoke to suppliers to find out how they go above and beyond to support independent toy retailers in the UK & Ireland, on everything from window display programmes to MOQs, demo stock to event support and more.

Nicola Bergot

Chris Beardmore

UK managing director, Magic Box Toys

UK head of Sales, Learning Resources

Although we’re a whole new team in the UK, we possess significant industry expertise including marketing, sales and dedicated customer services, and benefit from a great team of experienced field sales agents. We operate from a recently-opened UK office and our products ship from a UK warehouse operation too.

We offer independent retailers a low carriage paid order value, and we support that with really strong everyday margins. As we head to indie trade shows, those strong margins will be enhanced with special show offers, POS solutions and launch FSDUs. Our brands, meanwhile, are supported with masses of content - webisodes, TV commercials, stop motion videos, influencer videos and more - and we’re launching dedicated social media channels for the UK too. Every brand has a full marketing campaign behind it too. And not just TV: we are totally focused on reaching young consumers and parents in every way possible and we will be punching well above our weight with our marketing efforts.

Taken as a whole, our 360-degree approach means Magic Box is now able to fully support and service its independent UK & Ireland customers.

Each year, Learning Resources launches over 100 innovative educational toys and games that help children learn through play. To help our Toymaster trade customers choose the right product mix for their markets, the Learning Resources sales agents are on hand to offer guidance in product selection and quantities.

Our sales agents regularly visit trade customers and maintain regular contact to share important brand updates. All our trade customers have access to the Learning Resources Marketing Resources Centre (MRC).

Through this online portal, customers can access a wide array of marketing assets including product images for in-store and online use, product descriptions and brand guidelines.

Campaign-related assets and guidelines are also made available via the MRC to help our trade customers create their own fun in-store displays and activities to engage with shoppers each season. Our company also offers support in the form of prizes for in-store competitions and interactive events, as well as a library of free printables ideal for in-store activities. These are available to download from our website: www.learningresources.co.uk.

Jeremy Pateman

Lewi Hillier

General sales manager, Toys2Market

UK Sales & Operations director, Click Distribution

Toys2Market offers a very flexible and friendly service to independent retailers, an ethos we have built our business on.

We are more than happy to work with independent customers who require specific, bespoke window displays across our extensive product range, which spans construction toys, toy vehicles, soft toys, collectibles, puzzles and much more.

Our minimum order quantity is £150 ex. VAT United Kingdom and £300 ex. VAT in Ireland. We ship multiple lines to suit our customer in an economic way and are always happy to help with packages.

Toys2Market has a well-known team of sales agents which works alongside James Triptree, managing director, and myself. The company is focused on providing quality products and first-class service and has a reliable product supply that will keep your shelves full. Toys2Market can also provide staff to support events as well as demonstration and competition stock.

Additionally, with notice, Toy2Market can supply point of sale material for customers that wish to forge a lasting business relationship with us.

We’re very proud to be working with so many fantastic independent retailers across the UK & ROI. We offer a huge selection of the hottest and best-selling toys and collectibles licences in the World, all with a very small MOQ - just £250 carriage paid.

Each of our retail partners have their very own dedicated account manager with whom they can discuss the next big thing, as well as access to our website, where customers can place orders 24 hours a day, seven days a week.

In addition to our fantastic customer service and great range of exclusive products, we love to support all independent retailers with window displays, catalogue listings, TV/social media tags, free stock to giveaway to consumers and in-store events. For every order placed at the Toymaster Show this month, each independent retailer will be placed into a draw to have the chance to win possession of the Official Premier League Trophy for one day. The lucky winner will be able to display the trophy in their store, giving their loyal customers a very rare photo opportunity. Other prizes are available, so come and say hello at the show for more information.

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touchingbase Mary Wood

Nicola FoxHaggarty

General Manager UK & Ireland, Tomy Tomy believes in supporting all its customers but takes a special pride in having a strong and ever-growing business with independent toy retailers. Both our brands and relationships have been nurtured and prioritised over our 40-year history here in the UK. In terms of ranges, we do have some large, mass market brands, but we also have brands which are particularly strong with our specialist toy retailers which are both well-known and well supported. Heroes among them include Britains and Lamaze, as well as the ‘new kid on the specialist block’, Fatbrain.

Our relationships are as important as our brands. Kingsley Matthews, our sales director, is a diehard champion of the independent business within Tomy and is supported by a very dedicated field sales team of agents, who are, I believe, the best in the trade. Our customer service team, based in Exeter, is also extremely well versed in understanding the needs of these customers, many of whom have become friends with team members over the years. We believe in interacting directly with our independent customers, meaning we are accessible in person and don’t make them interact with some faceless, automated ordering process.

The Toymaster Show is a must-visit event in our calendar. We very much appreciate the opportunity to be able to meet again in person and share plans for new launches which we think will be a good fit for our Toymaster and independent customers.

Commercial director, UK Sales, Hasbro Hasbro has worked closely in partnership with Toymaster and its members for a long time. Over the past few unprecedented years, we’ve had to review our strategy and work hard to stay connected with members. For example, we held our first-ever Hasbro virtual showcase in February and have also created virtual catalogues and virtual previews.

We continue to support Toymaster’s main media focus, getting behind the group’s catalogues and programme of window campaigns throughout each year. In addition, we run our own promotional calendar and FOB range in parallel. We provide our customers with Point of Sale material across our brands, create stand out in-store theatre and run events, demos and competitions where able to do so.

Since the end of 2021, our teams have been excited to be back on the road and visiting Toymaster members in their stores. Hasbro was also recently invited to attend the Toymaster Regional Shows. It was great to see members face to face again, and to take them through our lines in person.

The teams is looking forward to attending the Toymaster May Show again in 2022, where we’ll be showing plenty of physical samples of our great new 2022 toys and games to Toymaster members.

Paul Dearlove

Katy Fletcher

Marketing manager, Schleich UK & Ireland

Head of Marketing and Product Development, Ravensburger

First and foremost, Schleich supports its independents by supplying a variety of merchandising stands and solutions designed to make the point of purchase as attractive and eye-catching as possible, and effectively maximise sales. This includes branded fixtures and illuminated stands as well as bespoke instalments.

We’re always open to discussing individual requirements with retailers, whether that be simple stands, window displays or giant animal models.

We also provide secondary promotional displays for incremental sales opportunities and prizes for competitions on an individual basis. In addition, we actively support our customers with catalogue features and window displays, again supplying bespoke window decoration sets.

Simon Prest Sales director, Orchard Toys We offer independent toy retailers free in-store point of sale materials including banners, header boards and shelf strips, enabling them to deliver strong Orchard Toys merchandising displays that are eye catching and engaging to the consumer, and help drive footfall and sales. For customers that are investing in sales promotions in-store, we also offer free promotional packs.

Events and calendar occasions provide a great retail opportunity for independents. We support indies with relevant and themed content and free in store activity sheets that they can utilise to piggyback on events, from Back to School to Bonfire Night and National Puzzle Day.

As a business whose games, puzzles and Brio range have seen strong growth in recent years, supporting independent toy retailers has always been at the forefront of our retail strategy, regardless of size. As a family business, something we’re immensely proud of, we understand the importance of ensuring strong partnerships with all, and of making all retailers feel they’re a part of the Ravensburger family.

In-store theatre is key to enabling our brands stand out when consumers walk into an area of a toy shop where they have a strong retail presence. An example of this is our hugely popular Brio train. This is superb for displaying product, delights toddlers and parents alike, and is bespoke to stores with which we have a long-term partnership. The success of the Brio train is further boosted by the broad Brio product range and strong sell-through.

Point-of-sale solutions are of year-round importance to us and our retail partners, particularly when it comes to games. Promotional consumer offers are often highlighted alongside product, and window displays, front-of-store promotions and new launch demonstrations by store-staff all add value when it comes to delivering strong sales.

With games, it’s key to use a variety of marketing assets at peak selling periods, in addition to those highlighted above, so that consumers are aware of the full value of a game and don’t require in-store staff to know every minute detail. Highlighting digital content to parents ensures they can download additional resources online that extend play and entertainment. This is complemented with bespoke videos and social media content (Facebook and Instagram) that we provide retailers for use as visual entertainment on in-store TV screens.

We know that events make a difference. Enabling children to play, engage and be entertained counts for everything. There’s nothing better than in-store play to ensure the best possible outcome for our independent toy retail partners.

Collectively, our sales and marketing teams make a concerted effort to ensure regular in-store visits: the time we have with the owners of independent toy retailers means we get honest and valuable feedback. This helps us deliver on their requests and drive that all-important consumer footfall.

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touchingbase Amy Saunders

Adam Moore

Sales director UK, Just Play

Marketing communications manager, Playmobil

Supporting independent toy retailers is hugely important to us. They are the heart of the toy industry, keeping the traditional toy shop experience alive for all to enjoy. We are fully committed to further building strong collaborations and partnerships with the indie sector as we move through 2022.

Window opportunities add great value through increased awareness and visibility. This is not only invaluable to us but also to our licensor partners. To have your brand exposed on hundreds of high streets - you can only guess at the number of eyeballs that will see it. We want to help bring the theatre back to toys and toy stores, and we’re therefore working on experiential elements for our brands. Slinky is a good example of this. Not every store has stairs so we will provide some, allowing retailers to create in-store theatre, showcase our brands in an exciting way, and encourage their customers to get hands on with product. Independents are experts at creating lasting memories and we’re committed to supporting this in any way we can.

To help drive footfall, we like to offer exclusive products and first to market opportunities. This gives consumers good reasons to visit their local toy store, and in turn we receive additional support from the retailer. On top of the in-store theatre and exclusives we offer, we can also provide a vast range of digital assets. These help create a different kind of experience via digital and social media platforms. We love being able to tag Toymaster and its members in our online activations.

Speaking personally, I’ve worked with the independents for over 25 years and the relationships I’ve forged along the way are priceless. The insight gained through honest two-way communication is invaluable, and I cannot wait for Just Play to become a must-have supplier in the eyes of the stores we’re working with.

David Mordecai

For Playmobil, independent toy specialists are at the heart of the toy industry. A trip to a local toyshop is such a special time for children and parents: they get to engage with not only the toys, but a whole toy brand and what it stands for. With this in mind, Playmobil makes sure it offers toy specialists an array of engaging in-store and brand activations to help them bring Playmobil to life.

Our dedicated Display & Merchandise team is available to activate all types of point of sale and displays to keep families engaged with Playmobil. From eye-catching stock location and bespoke window displays to till point solutions, our team really helps bring the brand to life in-store. Even the smallest of retailers can benefit from shelf strips, banners and flags. Alternatively, merchandising a Playmobil area makes sure the consumer journey is focused and easy.

Playmobil also offers a loyalty card programme which is exclusive to bricks & mortar stores in the UK and Ireland. The scheme helps promote collectability and drives consumers back to store again and again, maintaining both brand and retailer loyalty. As well as all this, we also have great giveaways such as activity and colouring sheets. These expand the brand and shop experience, even when kids are back at home.

We can activate our roadshows for the ultimate in-store experience.

These are a great way to bring brand focus to stores and let parents experience first-hand all the Playmobil brand has to offer. Roadshows can include engaging elements such as pallet displays and interactive experiences, as well as interactive play tables that let kids discover what their favourite set might be.

There are all sorts of ways that Playmobil can help to bring the brand to life: talk to your local territory manager to find out more.

CEO, One For Fun We work closely with Toymaster to ensure that we provide the best possible service to independent toy retailers, employing special business development managers in each area who can assess each retailer’s needs and assist with display options. Our customer service is exceptional, and the regular feedback we receive from independents reflects this. A low minimum order of £150 carriage paid is a major incentive to work with us too.

Our PR and marketing teams liaise with Toymaster to promote the Toymaster brand at the same time as promoting our products across all media outlets. A strong social media presence also assists retailers: we draw awareness to our products among consumers whilst also keeping the trade informed.

David Allan MD, Toynamics UK & Ireland Toymaster Members are a very important audience to us and supporting them is key to our business. In addition to great product, our support packages are designed to drive independent sales. We believe that focusing on ranging Hape in store is key to the success of the brand within independent toy stores.

James Connolly Sales and product development director, Mojo Fun In August 2021, Mojo Fun launched its own UK-based distribution network. Since then, we’ve been listening to the concerns and expectations of many small and independent retailers. Those concerns and expectations are not difficult to address: they boil down to supplying quality products in a timely manner and being treated with respect.

As we approach our first Toymaster show, we do so with the following promise. Mojo will provide high quality products with a good depth of stock from our UK based warehouse. Fast order turnaround (within three days of order receipt) and quick delivery (within five days of order receipt) will be backed up with first class customer service. During the show we’ll also be offering an additional 5% discount and a free display for new accounts with orders in excess of £1,000, while existing customers spending £750 or more will receive an additional 5% discount.

More than anything, we want indie retailers to know that we’re nice people to do business with.

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UK’s No.1 Plush Brand

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

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

touchingbase Florian Loh

Kate Gibson

Area sales manager, Northern Europe, Bruder

Managing director, Gibsons Games

In general, and from a supplier´s perspective, it’s important for Bruder to maintain an enhanced level of availability in order to best serve its customers.

This is especially true even in very challenging times such as those we’re seeing now, with regards to disrupted supply chains, increasing raw material and energy costs.

At the same time, Bruder is investing heavily in digital communication channels such as Facebook, Instagram and YouTube, guaranteeing an effective and state-of-the-art yearround sales approach. This will really help boost sales at indie toy retailers in the UK and Ireland.

We’re committed to supporting our independent retailers and have several initiatives just for them. This year, for the first time ever, we are producing an exclusive jigsaw puzzle for independents every quarter. Our loyalty card scheme remains popular: when customers buy six jigsaw puzzles from the same retailer they get the seventh free, encouraging loyalty to that retailer as well as the brand. In addition, we have special sale offers from time to time and great offers at trade shows. We also provide free ‘half cuts’, finished jigsaw puzzles perfect for wall displays. We love to promote our indie customers on our socials too, and to make ordering easy we have an online ordering portal. Of course, they also get the opportunity to buy from a supplier who predominantly manufactures in the UK.

Clive Wooster

Nikki Janowski

Managing director, Geomagworld

National account manager, Bladez Toyz We work to offer relevant evergreen licences across a great range of products, designed to offer a point of difference at a great recommended retail price point. Bladez also offers a low minimum order value and low minimum order quantities, and delivers quickly and efficiently.

We pride ourselves on providing excellent customer service and believe in building strong relationships with our customers. We keep our retail partners informed and up to date about stock levels, new product launches, trade events and special offers.

The Toymaster Show is a significant opportunity for Geomagworld to meet with its independent toy retailers. With their unrivalled ability to display and demonstrate our lines to consumers, indies are a key touchpoint for us.

We support them in a number of ways. Firstly, our array of POS solutions, demonstration trays and FSDUs allow indie toy specialists to show off all the fun and play value offered by Geomagworld. Secondly, we will have an exclusive Toymaster show offer to take advantage of, carefully tailored to the independent sector - all will be revealed in Harrogate. Finally, our modest carriage paid level means retailers can order little and often, as demand requires.

Carmel Wright

Steve Asbey

Marketing manager, DKL-Beysal

National account manager, Cheatwell Games

DKL-Beysal prides itself on retail support. To bring our product range to life, we provide stock for in-store fun days. Fun days are always popular: they’re a proven way of attracting more consumers into stores.

We will be running several promotions throughout the year to support our retailers, one of which will be offering sample packs that shop owners can give away with each purchase. We also offer competition stock should retailers wish to host online or in-store competitions.

To further support retailers, we have relevant POS and will continue to ensure a timely flow of product.

Independent toy retailers have always been at the heart of everything we do here at Cheatwell. 2022 is no exception: we’re continuing to offer exceptional support.

Aside from our exciting new games set for release in Q4, this spring/summer we’re launching numerous new impulse lines retailing for under £10, as well as shelf-ready POS solutions to highlight the ranges in-store. Promotions and incentives will run throughout the whole year, and this year’s Toymaster show deal is one of the strongest we’ve ever offered.

We’ve also maintained our 2021 pricing on all our pocket money toys and games in order to hit crucial retail price points, and despite the rising transport costs we have kept our carriage paid values and payment terms the same for both the UK and Ireland. It’s never been a better time to look closely at the Cheatwell offering.

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+44 (0) 0141 613 2525

sales@oneforfun.com

oneforfun.com

Bruder 00353 67 63800

| www.bruder.de

The Bruder team is excited to return to the Toymaster Show for 2022. Visitors to the event will find a welcoming stand filled with representative shelf coverage of Bruder’s entire range of products. The company’s highly motivated team will also be on hand to explain all the relevant Bruder unique selling propositions. While at the event, Bruder will be looking to strengthen its existing partnerships while making the most of the opportunity to sit down in person with key decision-makers. The company is also looking forward to establishing new customer partnerships.

A standout amongst the raft of product highlights Bruder will be presenting this year, the MB Sprinter series has benefitted from a cabin facelift across all existing MB vehicles, bringing them up to date and keeping them relevant to fans. The newly refreshed high-volume municipal Sprinter will be followed by further best-selling models: the fire engine, now featuring a white ladder; the shiny blue metallic transporter; the ambulance, now featuring an even more attractive colour and design; the light blue animal transporter and the UPS MB van - all representing Bruder’s well-established licensed portfolio.

The company’s impressive range of vehicles is complemented by its bworld themed play sets. Further boosting the appeal of these sets, Bruder is now introducing the latest addition, a licensed bworld DHL Shop play set complete with multiple accessories. This set is perfect for use with the DHL MB Sprinter. Reflecting the company’s steady, strategic and long-term focus on its bworld theme sets, further additions can be expected that will expand the range even more.

Bruder’s popular agricultural range welcomes the Krone Big Pack 1290 HDP VC with two square bales of hay. In real life, this latest generation of the original farming icon impresses with its technical innovations. As a toy, it provides long-lasting fun thanks to its realistic details and various play functions, elements seen in all toys across the entire Bruder portfolio.

Off the back of its high turnover and healthy growth in both domestic and international markets, Bruder expects the rest of 2022 to follow a similarly positive course and is looking forward to helping its retail partners achieve similar success. To find out more, visit the stand to view the full range and talk to a member of the team.

Learning Resources 01553 762 276 | www.learningresources.co.uk

| sales@learning-resources.co.uk

Numberblocks are the stars of the award-winning CBeebies series that shows children how numbers really work. At this year’s Toymaster show, Learning Resources will be showcasing its official licensed Numberblocks products including the two award-winning MathLink Cubes Numberblocks Activity Sets, 1-10 and 11-20.

Both sets continue to be best-sellers in the early years toys category. They also offer Toymaster trade customers innovative licensed toy products that combine the popularity of the Numberblocks brand with Learning Resources’ expertise in creating engaging, top quality educational toys that help children learn through play.

In preparation for this year’s Q4 retail season, visitors to the show will also have the opportunity to see the exciting new Numberblocks launches open to order now, with stock available from June onwards.

With more parents than ever looking for toys that teach, and growing interest in the STEM and coding toys category, Learning Resources will also be showcasing the popular Coding Critters range of interactive robot pets.

The latest launches in the Coding Critters range are MagiCoders Skye the Unicorn and Blazer the Dragon.

These interactive robot pets each have their own coding wand that pre-schoolers use to cast coding ‘spells’ that make their robot pet move, dance, play fun sounds, light up and more. Each has its own themed play set and colourful coding spell book that introduces coding concepts to children through fun, interactive and imaginative play activities.

Playfoam is a creative play compound range that provides Toymaster members with an innovative offering in the sensory play and fidget toys category. Original Playfoam comes in a range of fun colours and has a unique bead-like texture that makes it ideal for sensory play as children squish, squash and sculpt. Playfoam never dries out so it can be used over and over again. This feature also makes it ideal for fun, hands-on, in-store play sessions and demonstrations throughout the year. The Playfoam range offers variants including Playfoam Pluffle, which has a soft, fluffy texture ideal for sensory play, and new Playfoam Putty, which combines the squishability of putty with the bead-like texture of original Playfoam to create a multisensory putty that crackles and pops as it’s stretched.

Learning Resources will also be showcasing the popular, award-winning GeoSafari Jr. range.

Developed to offer realistic working science-based toys, GeoSafari Jr. offers Toymaster customers a range of appealing outdoor toys that get kids excited about heading outside to explore, play and learn. Made from durable materials in eye-catching colours, all GeoSafari toys, such as the best-selling Kidnoculars and Kidnoculars Extreme, are designed especially for children. Features include chunky dials that are easy for little hands to twist and turn, ensuring a successful play experience.

To support its trade customers, Learning Resources offers access to an online Marketing Resource Centre. Here, customers will find an interactive portal housing a comprehensive marketing asset library including product and lifestyle images, in-store campaign assets, brand guidelines and more.

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Simba Smoby Toys UK 01620 674 778 | www.simba-dickie-group.de/en sales@simbasmoby.com Simba Smoby Toys’ Disney Frozen Playhouse comes in the recognisable Frozen colourway and is decorated with images of Elsa and Anna, while the Sweet Corner Playhouse ice cream parlour comes packed with fun features to make role-play as realistic as possible. Alternatively, kids can host their own barbecues and summer parties with the Smoby Garden Kitchen, which comes fully fitted with a grill, fryer and sink with water pump. Perfect for encouraging active play, the Smoby Adventure Course features a variety of base and walking board pieces that can be configured differently each time kids play.

The Jada Toys collection welcomes the latest Batmobile to its Hollywood Rides range. The Batman 1:32 scale car is a perfect replica of the superhero’s latest set of wheels and comes with a scaled Batman metal figure. There are now seven 1:32 scale Batmobile with Batman packs to collect, each modelled on one of Batman’s on-screen appearances. Also available in Jada’s Hollywood Rides range are iconic properties including Back to the Future, Scooby Doo and Jurassic Park, among others. An evergreen line, the 1:32 scale Fast & Furious range includes detailed replicas of popular cars from the eight-film franchise, as well as the latest additions from Hobbs & Shaw.

The Majorette range of die-cast vehicles is perfect for kids and kidult collectors alike. Small in size but big on detail, this premium range of 3” scale cars boasts opening doors, working suspension, transparent front lights and realistic interiors.

The collection is available to retailers as a 36-piece CDU containing a variety of 18 car models. The collection benefits from a strong portfolio of licensed cars to collect, including Mercedes, Lamborghini, Audi, Porsche and Volvo. This year will see the addition of exciting new themes such as Italian Dream Cars and Best of British.

Simba Smoby will also be showcasing its doll collections B-Kind and Steffi Love.

The former is designed to promote positive messages of kindness, creativity and compassion, and has been designed to be more environmentally friendly, while the latter is available in a wide range of themes including Mermaid and Bike Tour.

One For Fun 0141 613 2525 | www.oneforfun.com

| sales@oneforfun.com

One for Fun has enjoyed strong performances across all main brands, Tobar, Ozbozz and HGL, as well as distribution brands, including Maisto, Bburago and Zuru.

This year sees even more lines added to One For Fun’s pocket money portfolio. Following an award win at London Toy Fair, with the Bumper Fidget Box winning Craze of the Year at the Toy Industry Awards, the company’s track record of picking best-sellers continues. The Squishy Cute Animal Tub is filled with adorable, squeezable and unputdownable squishy friends, while the large or small dinosaur head tubs open to reveal a collection of mini dinosaurs. The heads are available in T- Rex or Triceratops form.

Stretchy, squishy, spikey, shiny, sparkly and scary are the on-trend themes for 2022’s pocket money lines. The Fidget Slug is already flying off the shelves, these weirdly cute, posable fidget toys are made up of interlocking cups and are available in rainbow, glow in the dark and neon colours.

Tobar brings even more fidgets to the One For Fun offering. The brand’s best-selling Scrunchems range of fidget balls includes glow in the dark, textured and sensory options, while Jumblys are available in fashionable neons, colour change, glitter and rainbow shapes which twist and turn to create new forms. Both Scrunchems and Jumblys come in eye-catching packaging that has strong shelf-appeal.

Kids are invited to venture into the great outdoors with the Ozbozz range of scooters and outdoor toys. This year sees the introduction of great new outdoor lines including larger-wheeled scooters, pogo sticks and new generic skateboard designs.

Poppy the Booty Shakin’ Pug, from Zuru’s Pets Alive range, is tipped to be one of the stars of the show. Twirling her head and shaking her booty, she’s guaranteed to draw a few smiles from visitors.

Bubble Wow, also from Zuru, is a great way for kids to create bubbles with gloves: they just dip them in the bubble solution and wave. This year welcomes a licensed Paw Patrol version.

New lines are on the way from Robo Alive, such as Dino Fossil Find. Kids can channel their inner dinosaur hunter as they first find the bones and fit them together, then watch them come to life with light and sound. Robo Alive’s other additions include new colours for the Robo Alive Lurking Lizard, and a new Crawling Cockroach and Spider. In addition, Zuru will be introducing fresh colourways to the Robo Fish range.

The new BB Junior range combines artistic style with great engineering to create a unique concept within the nursery space. A key line for this year is the Junior Drive & Rock collection, which brings kids chunky and robust colourful vehicles with a removable musical component. Bburago is also extending its hugely popular farm vehicles assortment with new additions to the Massey Ferguson line: the hero product is the new Massey RC Tractor and trailer, set for release in Q3 2022.

Last year, Maisto launched its die cast Emergency Vehicle Set in an exclusive UK livery, and the line continues throughout 2022. Maisto is also preparing to introduce new additions to its existing Cyklone range. The Cyklone Buggy and the Cyklone Monster both have forwards and backwards movement and can also drift. Last, unusually, is Lewis Hamilton: Maisto is introducing an RC version of the racing driver’s 2021 Formula One vehicle.

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Bandai UK 020 8324 6160 | www.bandai.co.uk Following the growth of its core own-IPs, Bandai UK is showcasing its latest Tamagotchi ranges at Toymaster 2022. Celebrating the 25th anniversary of the UK launch of Tamagotchi, SKUs include a limited edition 25th anniversary version, new Original Tamagotchi styles, plus brand evolution lines such as the new Tamagotchi Pix, Tamagotchi Pix Party and exciting new licences for the Tamagotchi Nano series.

Extensions to the CoComelon range will be a major focus, including the My Friend Cody plush doll, and the JJ Boo Boo doll. The latter lights up in areas where JJ is hurt and plays the ‘Boo Boo’ song. Role-play remains a key play pattern for the range, with themed dolls and play sets such as the Deluxe Family House.

The company’s latest Miraculous cross-category collection is a highlight for the show. Bandai UK will be showcasing new styles for its sell-out collectible Kwami Surprise figures, character additions to the innovative Fashion Flip Dolls, Movie lines and the all-new Transforming Scooter. Ladybug’s magic yo-yo brings action play to the collection and will be presented at the show alongside the special edition 26cm Marinette fashion doll and fashion dolls based on Ladybug and Cat Noir. A twin pack containing both characters includes additional exclusive outfits and accessories.

Media franchise Digimon continues to grow in the UK and has received a refresh with a new series of devices housing the interactive virtual pets. Three distinct lines span Digimon Original and Digimon X – classic devices from the 90s re-introduced for the modern collector – as well as the Digimon Vital Bracelet Series.

Fitness tracking meets virtual pets, allowing wearers to train their Digimons with steps and other physical activity.

The functionality of the watch is extended through Dim Cards which alter the digital experience and provide new Digimon for users to evolve.

Bandai’s extensive Dragon Ball range includes the highly collectible Dragon Stars series, Limit Breakers and Evolve action figures alongside a role-play first with the new Super Saiyan Goku Head Gear.

Bandai will showcase a range of latest properties for the McFarlane Toys High Target Collector, plus high quality, playable toys with mass market appeal. New lines for some of popular culture’s most iconic licences include DC Multiverse, My Hero Academia and The Witcher. A range of 7” ultra-articulated, highly detailed character figures, Build-A-Figures, 12” figures and vehicles offer wide choice at varying price points. A new cross-brand 5” Action Figure collection also offers fans of Dragon Ball, Naruto Evolve, Star Trek, Gundam Infinity, Avatar and My Hero Academia at an entry price option.

The Chibi Masters miniature collectible figures span some of the world’s most popular anime properties, including My Hero Academia and Demon Slayer. With new wave and character releases planned, the sub-£10 RRP makes these figures perfect pick-up purchases. Banpresto, the ultimate anime statue line, offers a variety of characters at differing scales and price points, while the 6” Anime Heroes action figure collection is a must for fans of the genre. New characters from the Naruto Series and One Piece will be on display.

The show will also see Bandai UK showcase its evergreen STEM ranges, National Geographic and Sea Monkeys, alongside new and existing licensed lines including True and the Rainbow Kingdom, Star Trek, Gundam Infinity, Shokugan, and World’s Smallest.

Basic Fun! 01189 253 270 | www.basicfun.com

| Tim.Ives@basicfun.com

At Basic Fun!’s 2022 Toymaster stand, the team will be celebrating Care Bears’ 40th year, Tonka’s 75th year and K’Nex’s 30th year, as well as introducing some exciting new launches.

Basic Fun!’s Tonka collection has been offering kids a truck load of fun for 75 years. To mark the occasion, the company is launching a special edition Commemorative 1968 Tonka Dump Truck inspired by the first-ever Tonka Dump Truck toy. The fun continues into summer with the launch of the Mighty Monster RC, Tonka’s first RC made with steel and 4-in1 action.

Care Bears, meanwhile, celebrates its 40th anniversary this year. Basic Fun! is launching a commemorative special edition 40th Care-a-Lot bear. Toymaster visitors will be able to meet other bears at the show, including Dream Bright, who encourages kids to follow their dreams. This plush toy has ombre fur and a belly badge depicting a heart with wings.

The unmissable I Care Bear is made entirely from recyclable materials. Many more characters are launching this autumn in response to the huge consumer demand for every new character launched.

K’Nex is celebrating 30 years of success. This ever-popular construction range, which fosters creative play and helps teach STEM-based concepts, offers a project for all to enjoy which will always build bigger than its box. New for 2022 is the sub-category CyberX. This unique build and battle range offers kids a next-level building challenge that will also inspire interest in the recently launched Classics and Rollercoaster lines.

Now in its ninth selling season, Cutetitos has become an evergreen brand thanks to regular refreshes and new collectible themes. Fresh for spring is a wave of Carnivalitos, candy floss scented animals that wrap up the delights of the carnival. There are two new waves of Unicornitos to discover as well. All-new for autumn/winter, collectors can also say aloha to the Islanditos, tutti fruity scented friends that smell deliciously tropical.

From favourite brands to a new IP, Misfittens is a hilarious, surprise reveal range of misfitting kittens based on the internet sensation #IfitsIsits. Misfittens come squished inside an assortment of themed cat-pun packs. Kids first ‘rescue’ the misfitting Misfittens, then watch as their new fluffy friend triples in size.

Basic Fun! is launching another collectible IP this autumn, Candy Pop. This cool, candy-themed collectible range promises fun, interactive play and a sweet surprise reveal with each pop. Wrapped up in each sweet-inspired capsules is an adorable collectible character, stickers and a mini colouring sheet.

For more information about the Basic Fun’s portfolio of brands, which also includes Fisher Price Classics and more, contact Tim Ives on the email or phone number listed above.

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IMC Toys 01904 720 908 | www.imctoys.com

| info.uk@imctoys.com

IMC Toys will be attending the Toymaster show to highlight its innovative new range launches and extensions to its hottest brands. Continuing its long-term strategy for growth across its core brands and development within its cross-category portfolio, IMC remains committed to innovation as a catalyst for development and to ensure the steady growth of the company. Existing own IP ranges, including Cry Babies, Cry Babies Magic Tears and Bloopies, will be a major focus during the show, alongside newly developed IPs such as Bubiloons and Peek-A-Pets.

The BFF Cry Babies collectible fashion dolls range is a stand-out hero for this year. A category first for the UK business, IMC says the new range offers further proof of the brand’s popularity and longevity as the transition from baby nurturing doll play to collectibles, culminating in fashion dolls, fully immerses children in a comprehensive brand journey.

Content remains a key driver for IMC. The company has invested heavily in producing new material, which is hosted on its official Kitoons YouTube channel alongside media partner platforms and its new Kitoons Over-The-Top (OTT) platform.

New Icy World themed ranges have been introduced for Cry Babies, and for the collectible Cry Babies Magic Tears range. This theme reflects the new animated series, which will air from July onwards. New Dressy Fantasy characters will join the core Cry Babies portfolio. Three waves of Cry Babies Magic Tears have been unveiled, comprising Icy World Keep Me Warm, Icy World Dinos, and Frozen Frutti. Having already introduced its first Cry Babies Magic Tears play set, IMC continues the expansion with Dreamy’s Mega House. The ultimate in interactive brand role-play, the play set includes over 25 accessories, an exclusive Dreamy Cry Babies Magic Tears collectible doll, six different play areas and hidden features only revealed with the dolls’ signature magic tears.

The innovation continues with Sweety’s Birthday Calendar, a seven-day surprise reveal experience containing different accessories plus an exclusive Sweety character behind every door.

Water and bath play are covered by the company’s range of Bloopies Mermaids and Fairies. The new Fairies Magic Bubbles dolls combine water squirting features with bubble blowing wings.

IMC Toys’ new IP, Bubiloons is a range of cute animal characters that blow balloon bubbles to overcome their daily challenges. The latest toy lines will include the Bubiloons Confettis and BubiGirls, a new party collection of balloon blowing characters that assist their creature counterparts.

The latest addition to IMC’s plush portfolio, Peek-A-Pets is a super-soft and interactive cuddly toy. Launching with a baby bunny character available in white or neutral colourways, Peek-A-Pets offers peek-a-boo play: squeezing the bunny’s tummy reveals its face from beneath the over-sized floppy ears. An interactive version is also available complete with a peek-a-boo feature, lights, music and night-time mode.

Character Options 01616 339 800 | www.character-online.com

| sales@charactergroup.plc.uk

New from Character, Giga Bots is an action figure line with a difference. After unboxing each energy core to get the elements for their build, kids use the 33 easy-to-assemble pieces to pop and lock together a fully articulated 13” Giga Bot with multiple play elements.

The collection launches at the end of July. Supporting animated webisodes launch this month, driving engagement with the brand and its different characters ahead of product hitting shelves.

Character Options has launched a new Stay Active category. Made up of family-friendly toys that can be enjoyed both inside and outside, the collection is designed to promote year-round active fun. Existing favourites such as Jump It, KickerBall and Moon Shoes are joined by all-new products. Spring sees the launch of Splash Out. The Splash Out ball contains a balloon that holds water - or air for drier play - as well as a timer. When the timer runs out, the balloon is popped and whoever is left holding it gets splashed out. Also new is Sling Ball. Kids hook the ball to launch it up to 60 feet for a friend to catch in their racquet net.

For autumn, Jump-It Wipeout lets kids choose from three modes of play: the tension builds with each increasingly difficult level as the music keeps time with the speed of the detachable foam skip bar. Hip Hoppa, meanwhile, is a jumping ball toy with a handle and tether that packs the fun of a pogo stick into a more transportable format.

Heroes of Goo Jit Zu remains a top priority for Character Options, with the collection now sold in over 50 territories. New core themes, hot licences and extensive marketing campaigns will maintain the brand’s momentum this year. New for 2022 are Goo Shifters. Kids discover the special hidden core buried within each Goo Jit Zu Hero, then crush the core to watch their Hero power-up and activate their goo transformation. There are seven characters to collect in the series: the limited-edition Corruptagon has a light-up feature. The Goo Shifter theme continues with super-sized Rockjaw and Thrash Primal Packs at a larger 8.5” scale, complete with chomp attack jaws and hidden Goo Shifter cores. Also available to collect from summer is a Goo Shifter Versus Pack that sees Shadow Orbs Scorpius take on Liquid Gold Pantaro. Following the success of Heroes of Goo Jit Zu, Character will also be showcasing its new property for the Dolls aisle, GooZonians.

Character Options’ Stretch collection now offers seven pliable Stretch figures to collect, including The Original Stretch Armstrong in 10” scale and the Mini version in 7” scale alongside a line-up of major licensed lines. Fans can get their hands on Sonic the Hedgehog as well as DC Comics’ Justice League heroes including Batman, Superman and The Flash.

Fresh additions are joining the ChillFactor range, which will be supported by a huge marketing campaign. Still central to the range, the ChillFactor Neon Slushy Maker turns drinks into slushy treats in under a minute. New for spring, the Poppin Dots Frozen Dot Maker lets kids make edible frozen dots; simply fill the trays with juice, milk or yoghurt and freeze them to create new flavours. The second half welcomes the ChillFactor Smoothie Maker, which makes milkshakes and smoothies, while the ChillFactor 3-in-1 Fruit Factory creates a variety of drinks and ice lollies. The ChillFactor Ice Cream Maker makes tasty ice cream in minutes using simple household ingredients.

The all-new Jiggly Pets Elephant, which features full body movement, music and sound effects, joins Tan-Tan the Orangutan, the Jiggly Pets Koala, and the Jiggly Pets Pups. From autumn/winter, these will be available in a pearlescent finish. Other launches will arrive in the second half, including the palm-sized, pocket money priced Jiggly Pets Lovables, which jiggle and glow when tapped. Rex the Dino and Gigi the Disco Giraffe come in packaging designed to look like their natural habitats. Rex the Dino dances and shakes his arms and spikey, stretchy red hair to the beat of a snappy tune, whilst Gigi the Disco Giraffe shakes her booty to the beat whilst bobbling her head from side-to-side.

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Meet Huffy at The ultimate collection of outdoor toys and bikes has landed in the UK. Complete with NEW Disney, Marvel and Lucas Film licenced range too!’

Make your appointment to see our team at Toymaster 2022 now! We’ll be showcasing our range of Huffy Bikes, Battery Rides Ons, Scooters and Green Machines too!

Please email us at salesuk@huffy.com or contact 01525 664041.

We're excited to help you #LiveTheRide”

We're excited to help you

#LiveTheRide

Smiffys 0800 590 599 |

www.smiffystrade.com

Character licensed costumes is one of the fastest growing product categories for Smiffys: demand for these products is high as children want to bring their favourite characters to life all year round. Perfect for school events, parties and at home play, licensed costumes allow children to step into the world of their favourite films, TV shows and books.

Smiffys’ Julia Donaldson range has been a resounding success for the company since its launch last year. Consumer demand for the costumes has been above and beyond all expectations, largely down to the ongoing popularity of the characters from the Gruffalo and Julia’s other stories. The best-selling costume has been that of The Gruffalo himself, with the other lines following close behind. The Julia Donaldson collection also includes popular characters from Zog, Stickman, Room on the Broom and The Highway Rat. Following the success of its first collection, Smiffys will launch additional character costumes for 2023.

The pre-school market is one of the most successful for licensed character costumes.

Smiffys has expanded its toddler range for 2022 with iconic new licences. The Teletubbies range has just landed, in celebration of the brand’s 25th anniversary year, with all four characters brought to life with padded, plush all-in-ones. This year also marks the 15th anniversary of toddler favourite In The Night Garden. Smiffys has just launched Iggle Piggle and Upsy Daisy costumes, so kids can celebrate in style. Also recently launched is Smiffys’ Ben & Holly costume. The pink dress features a glitter mesh skirt, character print and fairy accessories. Popular in Europe, Smiffys has created licensed Masha and The Bear costumes that launched earlier this year.

Ideal for older children, Smiffys launched its Disney Descendants collection in Q1. The range includes digitally printed costumes and matching wigs for four of the main characters: Evie, Audrey, Uma and Mal. Superhero characters He-Man and She-Ra are also a hit with older kids.

A recent addition to Smiffys’ licensed offering, the new children’s party tableware collections are perfect for birthday celebrations, garden parties and baby showers. Along with Smiffys’ licensed costumes, the colourful ranges help to create a complete character-themed party with tableware, décor and balloons. The range includes classic and nostalgic licences such as Peter Rabbit, The Very Hungry Caterpillar and Beano. To complement its recent costume collections, the company has also launched The Gruffalo and Masha and The Bear tableware to match.

For 2022, Smiffys is also expanding its range of children’s licensed costumes and accessories. The company’s first collection developed in partnership with the globally renowned toy brand L.O.L Surprise! is set to launch soon. This deluxe range will include key characters such as Unicorn, Diva and Queen Bee. Smiffys’ True and the Rainbow Kingdom range is also new for the pre-school market this year. The cute cartoon characters will be brought to life with a debut collection which will include a Grizelda costume, a True costume and matching blue wig.

Posh Paws 01268 567 317 | www.poshpawsinternational.co.uk

| sales@poshpawsinternational.co.uk

Dinosaurs remain a popular play pattern for both boy and girls. With this trend in mind, Posh Paws has developed a fantastic new Dinky Dinos range that will appeal to all dinosaur fans. Available in a variety of eye-catching colours and popular species in both 5” and 10” sizes, these own-brand dinosaur soft toys will offer great value and high quality this summer.

Posh Paws’ successful BBC Earth licensed plush range continues to be a favourite among consumers. New additions to this extensive range include five adorable Woodland Animals: European Rabbit, Red Squirrel, Fallow Deer, Barn Owl and Red Fox. These realistic plush animals, like the existing offering, have been made using stuffing created from 100% recycled plastics. The hand-tags have been produced using 100% recycled craft paper, soy-based inks and string fastenings. With the new creatures being beloved native UK species, Woodland Animals is tipped to a hit in local toy shops and garden centres.

The company’s Swizzels Love Hearts gifting plush toys generates smiles in a fun and sentimental way. Each plush character has its own themed message embroidered onto a Love Hearts sweet. New releases include the ‘You’re Koality’ Koala, ‘Let’s Hang Out’ Sloth, ‘Best-Tea’ Teacup, ‘You’re Roarsome’ Dinosaur and ‘Greatest of All Time’ Football, which is perfect for this winter’s World Cup. Comprising high quality, British-designed plush toys and gifts, the exquisite and timeless Posh Paws Ragtales collection has something for everyone. The baby range includes comforters, booties, rattles and teddy bears, while the wider toy range includes beautiful Ragtag animals, elegant Ragdoll characters and wooden pull-alongs.

Ideal for teens and tweens, Posh Paws’ Reversible Octopus plush is now available in a variety of new designs including Jungle Animals, Unicorns and Koala/Sloth/Pug/Dachshund assortments.

To help its retailers make the most of seasonal opportunities, the company has also developed a Halloween and Christmas range that that will be displayed at the May Show, alongside its traditional own-brand offering.

In addition to the above products, Posh Paws will be unveiling never-seen-before new lines across Jurassic World, Minions and DreamWorks, and will be offering a variety of exclusive show offers for members across both its licensed and non-licensed properties.

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TOYS COMING SOON!

©2020 Studio Dice/SHUEISHA, TV TOKYO, KONAMI

Gibsons 020 8661 8866 | www.gibsonsgames.co.uk

| sales@gibsonsgames.co.uk

Gibsons is returning to the Toymaster Show in May. The company’s aim, to provide fun family pastimes for all ages, is achieved by drawing on its 100+ years of experience in this category and by using only the highest quality materials for its jigsaw puzzles, board games and playing cards.

Gibson’s latest releases will be on display and available to purchase at the show, including an array of designs which celebrate the key events of summer 2022. 100 years of Walls is a 1,000-piece design which celebrates the 100th anniversary of the much-loved ice cream brand.

The company’s collection of best-selling puzzles created to mark the Queen’s Platinum Jubilee is sure to be popular as the nation gets ready to celebrate this momentous occasion in June. Our Glorious Queen and Happy & Glorious are both 1,000-piece offerings, while A Royal Celebration is a special 4x500-piece multi-box puzzle which depicts four of the events taking place over the UK Bank Holiday weekend.

2022 marks 50 years since Pride first took place in the UK. To commemorate this significant date, Gibsons has teamed up with LGBT+ charity Just Like Us to release a special puzzle that celebrates the movement. The charity put Gibsons in touch with freelance illustrator Lucy Kirk, who is known for depicting important messages using bold artwork and who created this eye-catching puzzle scene. For every copy of Just Like Us sold, Gibsons is donating 25p to the Just Like Us charity. The company has also made an initial donation of £4,000.

Available alongside these special summer designs will be an exciting collection of new and classic core products from all Gibsons’ main categories. The 4x500-piece Wish You Were Here and 1,000-piece Deckchairs and Donkeys both portray the very best of the summertime, while the company’s latest trivia game, Out of Order, is sure to liven up any family games night.

Contemporary puzzle designs include the uplifting Be Kind to Your Mind 500-piece, as well as the circular There Is No Planet B puzzle. The latter carries an impactful message about protecting the world we live in. Gibsons’ Unusual Alphabet 24XXL-piece children’s jigsaw is a bold and bright challenge that promises to teach kids the alphabet in no time.

Gibsons will also preview Christmas 2022 with a brand-new Jigsaw Puzzle Advent Calendar perfect for gifting. The design this year is centred around the idea of celebrations in weird and wonderful destinations. Visitors to the Toymaster show will also be able to get a first look at Gibsons’ world-famous Limited Edition Christmas Jigsaw. Finally, in support of its independent retailers, Gibsons is launching an indie-exclusive Christmas puzzle designed to encourage consumers to support and buy from their local businesses.

Show deals are available for every member that places an order with Gibsons on its stand in the lower marquee for both the first and second half of 2022. Gibsons offers a variety of free POS options for its stockists too, which retailers are encouraged to make use of.

Playmobil 01268 548 111 | www.playmobil.co.uk Playmobil will be showcasing all its new and upcoming ranges for the rest of 2022 at the Toymaster May Show. The engaging animal themed range Discover the Planet has generated real excitement since launching earlier this year. Made from an average of 80% sustainable materials, the range not only addresses issues surrounding the topic of sustainability but also imparts educational benefits in the form of complementary product information and access to digital learning content.

Classic Playmobil themes will also be highlighted including the new Aqua Park range, available just in time for summer, as well as the hugely popular Advent Calendars and new additions to Playmobil’s licensed portfolio. This covers everything from licensed toys for kids, such as the new DreamWorks Dragons Nine Realms sets on the way for Q4, though to new editions for the kidult market including Star Trek and a brandnew range of Manga figures.

Offers will be available on a selection of key collectible lines for this year, while bricks & mortar retailers will also be able to take advantage of the new Playmobil Loyalty Card. This year’s card focuses on collectability by leaning into one of Playmobil’s highest performing volume and value drivers: its Special Plus range. The Loyalty Card programme comes complete with in-store point of sale and digital consumer support throughout the rest of the year.

The Playmobil team will be on hand to speak to all Toymaster members about the company’s plans for the rest of the year and will be happy to talk attendees through this year’s new themes, supporting instore point of sale solutions and marketing activations.

For more information on Playmobil or to book an appointment for the show, readers are advised to speak to their local territory manager or call the office on the number above.

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Orchard Toys 01953 859539 | www.orchardtoys.com Orchard Toys will be attending the Toymaster May Show to highlight its new launches for 2022, showcase the refresh of its jigsaw collection and let the trade get hands-on with its best-selling portfolio of fun and educational games.

The new additions offer something for all ages and interests, with ‘Learning Made Fun’ at the heart of each product. Goose on the Loose headlines as Orchard Toys’ fun family game, while Number Bears and Slimy Rhymes are the company’s two new core educational heroes. Dress Up Nelly secures the top spot within the Orchard’s pre-school portfolio, supported by Shape Aliens and Rainforest Match.

Goose on the Loose is a fun family board game offering plenty of laughs. In this colour matching adventure, players must help the farmers round up the escaped geese. Players shout ‘Honk’ when collecting their 3D geese as they make their way around the board, but if they lose a goose they shout ‘goose on the loose!’. Learning is at the heart of the game: the teacher-tested and approved Goose on the Loose strikes the perfect balance between education and fun. Little ones from four years and over will be having so much fun they won’t realise they’re learning, whilst the engaging gameplay helps younger players develop their personal and social skills, reinforces their colour recognition skills and enhances their counting abilities.

Number Bears is Orchard Toys’ new hero educational game. Aimed at children aged five years plus, it’s the perfect introduction to addition and subtraction and helps teach number bonds to children in a fun way. As with all Orchard Toys games, learning is core to the Number Bears gameplay: players race their bear safely home to its cubs by turning over the number cards and solving mathematical problems. As well as a game, Number Bears is also a learning activity and teaching aid, making it a great tool for parents.

Dress Up Nelly is a first colour matching game for 2–5 year-olds, with options for making the gameplay either shorter or longer to suit different abilities. It can be used as an entertaining yet simple activity to introduce children to colours, by placing all the cards face up and matching or mis-matching their head, body and legs, or played as a game, in which players take two elephant head cards and try to match the same-coloured clothing to one of their elephants. The 30 bright and colourful, chunky wipe-clean cards are perfect for little hands.

Orchard Toys will also be launching three seasonal lines for independents: Egg Surprise, Snowman Snap and a new edition of its best-selling Christmas Eve Box. Visitors to Toymaster will be able to view the free point of sale materials available, including banners, header boards and shelf strips, enabling them to deliver a strong and engaging Orchard Toys brand presentation in-store. For customers investing in sales promotions in-store, there will also be free promotional packs on offer, designed to help increase sales.

Casdon Toys 01253 608 428 | www.casdon.com | UK@casdon.com Casdon Toys will be attending the Toymaster show to highlight exciting new products as well as a brand-new licence as it continues its mission to ignite imaginations and inspire children to explore new ways to live playfully.

A major focus during the show will be the newest licence to join Casdon’s portfolio: Joseph Joseph. Casdon will be launching six products in the range - the Joseph Joseph Chop2Pot, Elevate, Nest, Bake, Go Eat and the Extend - all of which have been designed and officially licensed to look just like the real thing.

The Chop2Pot play set features the iconic Joseph Joseph folding chopping board and Elevate knife as well as four choppable play foods; an onion, tomato, carrot and potato. All the foods showcase Casdon’s innovative new product technology, ChopPop. The play food fits together with a trademark ‘pop’ sound, allowing little hands to safely and easily chop the food, then pop it back together. The Joseph Joseph Extend set, meanwhile, takes water play to a whole new level.

Coming complete with a wash bowl and tray, the set also includes accessories and fun colourchange plates.

Existing best-sellers will benefit from a contemporary colour refresh in line with Casdon’s recent rebrand. The Kenwood Mixer will now be available in white, just like the real thing.

This stylish mixer is the only working children’s mixer on the market. It has a 2-speed batterypowered motor and uses the Kenwood planetary mixing action or can also be operated by hand.

The famous Kenwood ‘K’ beater is also included, as well as a whisk and spatula.

Other contemporary colour refreshes on display at Toymaster will include Casdon’s Morphy Richards Kitchen Set, Post Office Set, Pick n Mix Sweet Shop, Breakfast to Go and Pan Set. Casdon will also showcase its core collection of child-sized vacuum cleaners at the event.

British Design and manufacturing icons such as the Dyson Ball Dyson Cordless as well as Henry and Hetty will be on display. All have been specially designed to be true to life right down to the last detail, including working suction for realistic role-play.

Casdon is also expanding its Dyson range with three new SKUs, including the Dyson Supersonic and Corrale Deluxe Styling Set. With a range of enticing features to keep young stylists occupied for hours, the set comes complete with two interchangeable nozzles, a barrel brush and detangling comb.

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Wherever you are, whatever the weather …enjoy these Cheatwell Summer Sizzlers!

Ideal for keeping kids entertained during the long school break.

Perfect pick-up-and-play games to take on your travels!

For holidays, long weekends or any family get-together!

Or simply enjoy a lively quiz challenge after the barbecue!

For further information on our great range of games and puzzles, or our exceptional offers on credit and carriage paid, please call our company offices; or contact Steve (National Accounts) or Joe (Independents) using the e-mails opposite.

Steve Asbey, steve@cheatwell.com Joe Rushworth, joe@cheatwell.com Office: 02392 524098 www.cheatwell.com Unit E2 Heritage Business Park, Heritage Way, Gosport PO12 4BG.

Toys2Market 07747 024 391 | www.toys2market.com j.pateman@toys2market.com J.triptree@toys2market.com Following the agreement of a new UK & Ireland distribution deal, Shmoji will be making its way to the Toymaster May Show.

Shmoji shoelace characters are a fun fashion collectible that allows children to customise their shoelaces. With over 100 characters to discover and trade with friends, the range generates repeat purchases and is highly collectible.

Shmoji blind packs are supplied in compact CDUs containing 20 pieces which take up no more space than a shoebox, allowing retailers to maximise the potential of their retail space and making Shmoji a great till point proposition or on-shelf line.

Each surprise packet contains four unique characters and a collector’s guide. The bags are also resealable and can hold up to 10 characters in total, so kids can take them to school or on holiday for swapping with friends and changing up their looks. Every Shmoji is also made from fully recyclable natural rubber. As well as being a great way for children to express themselves, they’re also a way to make learning to tie shoelaces fun. Shmoji can also be used to customise other things such as hair bands, pens, pencils and more.

Toys2Market will be providing special introductory rates while at the Toymaster May 2022 and invites visitors to drop by the stand to find out more.

In addition to Shmoji, Toys2Market will also be showcasing Traditional Garden Games, Eureka, Tactic Games, Polesie and other brands. Traditional Garden Games offers an established range of outdoor games which are ideal for a summer staycation at home, or for use on the beach around the country and on holidays abroad.

Bachmann 07739 200 153 | www.toyway.co.uk | sales@toyway.co.uk Visitors to this year’s Toymaster Show will find a great range of toys and collectibles on display at the Toyway by Bachmann stand.

This summer, the company’s dinosaur themed products are expected to be extremely popular. A varied selection of dinosaur toys is available to suit all age groups. Ideal for preschoolers, Toyway’s new range of soft touch dinosaurs is suitable for children aged three and over and inspires imaginative role-play. There are four different bendable, bashable dinosaurs available, featuring detailed skin textures and eye-catching colours.

The licensed Natural History Museum Dinosaur Collection has been produced in conjunction with a palaeontologist from the museum and comprises eight different models.

Retailers have the option to purchase them in a Natural History Museum branded FSDU, which will be on show at Toymaster, featuring impressive graphics and containing four models of each dinosaur in the range. These will make a popular addition to toy shops, department stores, garden centres and other family attractions. A further six dinosaurs feature in the Lords of the Earth Collection, all of which have articulated limbs for even more play value. These impressive large-scale replicas are finished in bright colours and are made from phthalate-free plastic, which is safe for children and eco-friendly.

New from Toyway for 2022 is a range of pre-coloured 3D wooden puzzles which are perfect for families to enjoy together. Simply push out the pieces and slot them together by following the number system to create the finished model. There are six dinosaur puzzles, three farm puzzles and three jungle puzzles to choose from. Packaged puzzles and prebuilt examples will be on display at the show.

This year also saw the introduction of a new distribution line for Toyway by Bachmann, Günther Flying Toys. For over 65 years, Günther has been developing and producing ‘Anything that Flies!’: classic children’s kites, dynamic stunt kites, model aircraft, gliders and a variety of airborne toys. Many of the products are made in Günther’s own factory in Germany, to the highest of standards. The brand ethos is to encourage families away from screens and into the great outdoors. With a great range of outdoor toys to choose from, this is a must-have brand for the summer holidays.

Customers can expand their model railway collections with the Thomas & Friends range of OO scale model railway products, which are available from Bachmann for the UK market. Available as a Thomas with Annie & Clarabel electric train set and a variety of locomotives and rolling stock, the products are suitable for ages three and over.

Visitors to the event can take advantage of show offers including free stock and clearance packs of Toyway pocket money toys. These offers will only be available for the duration of the Toymaster May show. Special terms are offered to Toymaster members along with excellent margins on all products. Visit the Toyway by Bachmann stand in the Lower Marquee for full details.

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See us at

the TOYMASTER show

May 17-19TH Upper Marquee, Majestic Hotel, Harrogate

@mojofuneu Mojo Figurines www.mojofun.co.uk

deluxe, hand-painted figurines

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

Golden Bear Toys 01952 608 308 | www.goldenbeartoys.com customerservices@goldenbeartoys.co.uk Golden Bear Toys heads to the 2022 Toymaster Show with some of its most exciting licensed and own-IP ranges yet. The company’s brand-new IP, Curlimals, will be a focus during this year’s show.

These cute woodland creatures form a range of entry-level interactive plush which respond to touch with over 50 sounds and reactions. Initially launching with three colourful characters – Higgle the purple hedgehog, Bibi the pink bunny, and the blue badger, aptly named Blue - each has unique sounds that reflect their personality. A gentle stroke on the head will awaken each shy Curlimal.

They’ll then respond to further attention and uncurl, ready to play. The characters giggle, sing, hum, sneeze and burp until they are tired, at which point they will curl up into a ball and begin to snore.

The award-winning giggling, trumping plush range Windy Bums now includes two new characters, as Donkey and Pig join the already popular Unicorn, Monkey and Panda. Windy Bums characters are cute and cuddly, but tap their bums and they make trumping sounds while giggling and moving across the floor.

Continuing its long-term partnerships with the BBC, WildBrain and Acamar, Golden Bear will showcase its latest product lines and planned marketing activities across Hey Duggee, In the Night Garden and Bing. Extensions to these ranges follow a successful year that saw award winning products launch across multiple international territories.

Innovative design across the plush and play set lines are particularly evident in stand-out hero items such as the new Hey Duggee Transforming Duggee Space Rocket, along with the Explore & Snore Camping with Duggee, and Secret Surprise Take and Play Sets. The range includes fun features and surprises, a nod to the infectious Hey Duggee humour, and iconic phrases, sounds and songs from the show. The In the Night Garden range, meanwhile, welcomes the Igglepiggle Super Soft Blankie Bundle, and new Bing lines include the Bing & Biteysaurus soft toy and Bing Figurine Play Packs.

A.B.Gee 01773 570 444 | www.abgee.co.uk After a few years away, A.B.Gee is returning to the Toymaster May Show to unveil several new launches across three exclusive ranges for 2022.

The new wooden handled cleaning set from Tooky Toy encourages learning through imitation. This set includes a brush, dustpan, broom, mop and duster that all hang neatly on a stand once playtime is over. Another addition set to boost the roleplay range is the 23-piece kitchen and BBQ set. Perfect for any little chef, simply slide the brightly coloured wooden meat and vegetable pieces onto the skewers to make kebabs or flip over to the kitchen side and fry them up in one of the pans.

May welcomes an alternative version of A.B.Gee’s best-selling Jar Melo Rock painting set, now with metallic paints and magnets, plus great new pre-school colouring and dot painting books.

New characters have been introduced to the Wild Planet plush portfolio. Wild and domestic animals plus farm, sea and prehistoric creatures will feature on the stand. With over 100 to collect, this range is made from premium quality fabric and is competitively priced. Attractive show offers will also be running across the above brands.

Joining A.B.Gee on its stand will be Two in 1 Direct with collectibles from Cepia LLC. Ranges on show will include the Cats vs Pickles (CVP) Gold Wave, comprising 60 4” super-soft, beanfilled characters to collect across five assortments, 6” CVP Chonks, Kittens vs Gherkins, and Dogs vs Squirls.

TKC Sales 01380 872 950 | www.tkcsales.co.uk TKC Sales is a leading specialist distributor of action sports and active leisure products in the UK & Ireland, supporting the toy trade with best-in-class outdoor opportunities for over 30 years. The company takes great pride in each and every brand it represents, and in delivering a superb customer experience.

Alongside its existing brand collection, which includes the best-selling Aerobie, Tech Deck, Nerf, Stomp Rocket, Eolo Kites and Waboba ranges, TKC Sales is introducing three new opportunities for 2022. The first shipment of stock from the USA-based giant bubble company South Beach Bubbles arrived in April, and TKC is also pushing through its first order of the Classic Foxtail and brand new Flingo from Cassidy Labs, a family spin-off from Klutz Press founder John Cassidy. Finally, it currently has good stock of the best-selling and original Boogie Boards from Wham-O, just in the nick-of-time for a blazing hot summer.

TKC’s new toy sales manager, Daisy Woodruffe, is looking forward to engaging with anyone who requires further help or assistance, and is very much looking forward to presenting all TKC’s many opportunities to the trade at her first Toymaster Show.

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PLAYING TOGETHER FOR A HEALTHY PLANET

FOR AGES

3+

FOR AGES

FOR AGES

1+

7+

For trade enquiries please contact sales-uk@geomagworld.com

Hexbug 01925 854 282 | www.hexbug.com UK fans of the largest professional robot fighting TV series, BattleBots, which returned to ITV4 in early April, are now able to get their hands on a new line of micro fighting machines from Hexbug.

Suitable for children aged eight years and over, the miniature Hexbug BattleBots robots come with interchangeable accessories. The new range includes: Hexbug BattleBots Rivals 2.0: Beta/Minotaur, Hexbug BattleBots Rivals 3.0: Witch Doctor/Bronco, Hexbug BattleBots Rivals 4.0: Bite Force/Blacksmith, Hexbug BattleBots SumoBash, Hexbug BattleBots Arena 3, Hexbug BattleBots Arena Pro and Hexbug BattleBots Arena Max. The launch will be supported by a range of PR, social media and influencer relations.

Hexbug’s BattleBots are designed to replicate the functions of the real-size machines as seen on TV. The range has remained one of the company’s most popular and highly anticipated products over in the US, and enquiries have been rolling in regarding UK launch dates for months. Retailers wanting to find out more about BattleBots will be able to view the range at the Toymaster May Show.

Amaroni 01205 260 384 | www.amaroni.com At just 8" tall, Haba's fabric dolls Mirli and Mirle are the perfect size for babies and toddlers: small, but not too small, and incredibly well made. Each has a bean-bag bottom which gives them a slightly weighted feel and allows them to sit on their own without falling over. Their shoes are sewn on, and the dolls also come packaged in their own beautifully designed tin.

Charming details add to Mirli and Mirle’s appeal. Their cotton hair stretches and bounces when pulled but won't ever get tangled or messy. Both have a sweet, embroidered face with bright green or blue eyes, sewn on eyebrows, noses and mouths, rosy cheeks and a sprinkling of freckles, meaning babies can play safely without any risk from small pieces.

Each doll’s simple dress is easy to remove thanks to a hook and loop fastener down the back. The youngest babies may not be ready to take the dress off, but this skill will soon be developed at around 18 months as they get to grips with motor and hand-eye coordination. The 8" soft dolls can also stand up to the rough play of babies and toddlers. Haba’s designers have created a wide range of soft, easy-care washable fabrics with a unique look and feel that makes them hugely appealing to babies and toddlers. Mirli and Mirle can be machine washed on cold/delicate cycles (don't tumble dry) and will come out looking like new every time.

The charming decorative presentation tins Mirle and Mirli come are ideal for baby shower and other gifts.

As children grow, Haba's 8" dolls can also be enjoyed as ‘younger siblings’ of Haba’s larger soft dolls.

Amaroni is proud to be the official distributor for Haba toys and games in the UK. All products are available for purchase on the recently launched Amaroni B2B website, which provides a streamlined and simplified purchasing process for retailers with real time information on pricing and stock availability. Orders can be placed at any time. To register, visit the website and click on the Trade link.

The comprehensive Amaroni product range is sourced from toy producers that embrace ethical and social responsibility.

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Trends UK 01295 768 078 | www.trendsuk.co.uk salesadmin@trendsuk.co.uk Trends UK and Wind Designs will have an exciting line-up of products on show at Toymaster Show 2022 in the Lower Marquee, including new and well-established brands.

The development and production of a host of new and innovative learning toys is ramping up for 2022, which marks Trends UK’s 20th anniversary. Many new ELA introductions were held over from 2021 due to IC chip shortages, meaning there are 10 new items launching this year.

The Numberblocks and Alphablocks award-winning learning programmes are popular in schools and at home, with huge followings on social media. The much-anticipated Numberblocks Number Fun & Alphablocks Phonic Fun learning toys will launch in late spring. These ELAs are packed with interactive activities to develop numeracy and literacy.

Trends’ Hey Duggee learning toys have been in demand.

Exciting new lines include the Hey Duggee Sing & Learn Microphone with four songs and an interactive quiz mode, available for spring. In autumn/winter, Trends UK is introducing the Hey Duggee Quiz Show. This new format is based upon a popular TV episode. Kids answer questions in an attempt to win five different types of Squirrel badges: getting them all right earns the Gameshow badge.

The best-selling Peppa Pig portfolio will expand with two new items, as Peppa’s Touch & Learn Key Fob and Peppa’s Flip Up Learning Pad both arrive for summer 2022. The company’s award-winning Paw Patrol ELAs range, meanwhile, will be joined

by Chase’s Flip Up Learning Pad. Kids can enjoy interactive fun with the pups via the interactive keypad beneath Chase’s smiling face.

Trends UK is also introducing its new range of Paint Pop Paint Sticks. Offering bright and colourful creativity, with no mess, Paint Pop Paint Sticks create a happy experience for adults and kids alike. The chunky shape of each stick makes them easy for little hands to hold, and the smooth, glide-on paint doesn’t require water or brushes: simply twist the stick to paint, whether at home or while out and about. The range includes a wide variety of colours and finishes plus practical storage solutions parents will appreciate. The Paint Pop Fun Tub, containing 20 paint sticks, has a handy carry handle and lid. The Paint Pop Giant Storage Tube comes with 30 paint sticks in all available colours, and supplementary packs keep the creative fun going. Trends UK will be introducing the new range with major 360-degree marketing plans.

Trends UK’s award-winning Science Mad brand includes scientific equipment with real working features. Strong branded presence at retail will be seen across the telescopes, microscopes, digital metal detector and walkie talkies joining the line-up. The Science Mad Weather Station is ideal for testing the the weather, especially when it changes from cold to warm and back again.

This 5-in1 kit has everything needed to measure wind speed and direction, rainfall and temperature.

Magic Box Toys 01293 222 500 | www.magicboxint.com | sales@magicbox-toys.co.uk Magic Box Toys invites Toymaster members to take a trip to Kaboom City, home to the SuperThings, where, for autumn/winter, the SuperThings Rescue Force will assemble. SuperThings 1-packs will drive the collectability of this range, offering fans over 80 pocketmoney priced Rescue Force SuperThings to find, each with its own unique, special power. Presented in compact CDUs, these packs make perfect impulse purchases and can become part of a wider SuperThings Rescue Force World.

Six new articulated, super-powered Kazoom Kids, plus two new almighty Superbots, will bring either their heroic or villainous energy to the fore. The Superbots need to be piloted by a SuperThing or Kazoom Kid: kids simply open the front of their bot and place the exclusive figure that comes with it into the cockpit.

Zooming onto the mini vehicle scene in July is Magic Box Toys’ T-Racers. This collectible, constructible vehicle brand lets kids design and build their own cars by mixing and matching parts. Each T-Racer is made up of five different pieces, including a driver, which can be mixed and matched thanks to the brand’s innovative play pattern and interchangeability.

Kids can collect 16 T-Racers vehicles to unlock 500+ vehicle combinations. They can also take on the challenge of racing their T-Racers either solo or against friends with the many play sets available, including the XRacer Turbo Truck and Dragon Loop.

Both SuperThings and T-Racers will benefit from heavyweight TV and digital advertising. Highly entertaining YouTube webisodes will introduce the characters and adventures within each brand, and active PR campaigns and social activities are planned throughout the season.

Magic Box will also be showcasing its new collectible dolls brand KookyLoos. Pocket money priced and with 24 to collect, each unique KookyLoos has her own personality and hobby and comes packaged in a sustainable tube. Kids simply open it up to find out which KookyLoos character is hiding inside. Clothes and accessories to suit each character’s personality and the friendship group she belongs to are contained within sustainable paper blind bags.

KookyLoos launches in July, with TV and digital support including an immersive campaign with KidsKnowBest. PR will include a wide-reaching Instagram campaign plus experiential activities available at retail.

Deals on all these brands are available for Toymaster members, who are invited to meet the team at the show to see what’s on offer.

Playmonster UK 01628 488 944 | www.playmonster.co.uk | trade@ playmonster.co.uk PlayMonster UK has an impressive line-up in place for Toymaster 2022. The company is unveiling a new, reimagined My Fairy Garden range, introducing the 100% sustainable WWF Wild Scenes range, presenting the iconic Spirograph portfolio, debuting licensed Ann Williams crafts and showcasing a strong selection of games for the whole family. In addition to this, indies can look forward to unprecedented support in the form of offers and the strongest ever selection of POS for Fuzzikins.

Capturing the magic of an enchanting fairy world, Playmonster is introducing a new range of My Fairy Garden Fairies, Plantimal friends and play sets centered on nurturing play, finding adventure, growing up strong and empowering children to make a difference.

My Fairy Garden continues to encourage children to interact with nature and develop love and care for the environment through open ended, imaginative play. Each set features new, highly detailed/articulated fairies, a Plantimal, colourful edible plants, removable growing areas, hidden surprises and added play features. The collectible range will launch with a multi-layered marketing campaign and RRPs starting at pocket money prices.

Continuing the Grow & Play theme, the Peppa brand sees the launch of a new Peppa’s Playhouse Pot. A 2-story playhouse is inside the pot, while the rooftop garden lets kids grow real grass for Peppa and George to explore. The set includes over 16 accessories.

Playmonster UK is also introducing the new WWF Wild Scenes Grow & Play range, created to support the WWF UK charity, the world’s leading independent conservation organisation. A donation to WWF will be made for each set sold.

Expanding Playmonster UK’s strong lineup of creative brands, the company is showcasing a new Ann Williams range of high-quality craft lines. The launch line comprises empowering and inspirational craft kits, stunning string art and Loopdeloom. This ingenious, award-winning new loom design kit has spinning pegs which speed up the weaving process and make it both simple and fun.

Highlights from the popular FabLab range includes a new Wellness Kit and Glow In The Dark nail sets, while the Fuzzikins range is supported with new product launches and the strongest ever selection of POS and offers.

Playmonster UK’s games portfolio goes from strength to strength. The award-winning 5 Second Rule portfolio, which holds the coveted No.1 Travel Game spot, will be boosted with 5 Second Rule Uncensored Round 2. New travel games include Neighbour Hoodies, the cardgame where being different counts. The Pop-A-Tops Heads of History knowledge game challenges players aged eight and over to find the person with the closest matching birthdate or iconic moment to the dates shown on the dice. Exciting new family games include the revitalisation of the classic Fraidy Cats, now featuring a lively motorised Mugs the Pug which pings the cats off the fence and a gameboard that doubles up as packaging.

Finally, Switch 16 is a new fast-paced game that combines the luck of the dice as well as cards and is great for parties.

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Come and see us at the Toymaster Show | 17th - 19th May 2022

For more information call us on 01604 678780 or email at sales@dkl-beysal.uk www.dkl-beysal.uk

Cheatwell 02392 524098 | www.cheatwell.com | sales@cheatwell.com Cheatwell’s extensive range of family card games has over 20 styles to choose from and each order of three designs qualifies for a complimentary countertop display. Offering great value for money, these impulse purchase products are ideal for children, adults and families, meaning there’s something for everyone. Best-sellers include Silly Safari, a ‘what’s missing, what’s not’ observation game; Dino Dash, a cretaceous card game that’s simply ‘prehysterical’ and Go Oink, a laugh-out-loud game of farmyard fun.

Consumers planning a holiday or weekend break will be looking to pack a travel game or two to keep the whole family entertained on the move. Cheatwell’s Games 2 Go range makes use of the company’s unique take anywhere, play-and-score card dispenser. This series of travel games contains everything players need to enjoy Cheatwell’s games in the palm of their hand. Travel Tension and Gabble are the first games to feature in this pocket-sized play pack.

Tension Junior is a crazy naming game that’s fun for kids of all ages. Based on Cheatwell’s best-selling board game, Tension Junior is a race against the clock as players find the answers to given topics, facing anything from 10 Spotty Animals to 10 Peppa Pig Characters. The categories have been specially crafted to suit children aged eight and above.

Chattabox is a helter-skelter race of a game in which participants must play all their cards by calling out the answers to teasing topics. This quick-witted word game offers tip-of-the-tongue fun.

Stand Up! Sit Down! is a kids’ quiz with a difference. Each question has just two possible answers and players simply stand up or sit down depending on which answer they think is right. Only those players who answer correctly stay in the game: the rest drop out until the next round. This game is a great way to get kids moving and learning at the same time.

Zensu is a strategy game that’s simple to learn but hard to master. The aim of each player is to cross their opponent’s border before said opponent crosses theirs, but with pieces moving in four directions they have to keep their wits about them. A wrong move sees an opponent’s pieces take them down. Replayable many times over, Zensu fans will never play the same game twice.

Providing pure family entertainment, Brain Ache is a game in which players race to identify familiar catchphrases or words represented by perplexing pictures.

The quickest person to guess wins the card, so players are encouraged to think fast and shout out the answer before anyone else. Brain Ache contains hundreds of picture puzzles that will both baffle and boggle the brain.

Cheatwell’s best-selling Squeeze Popper and Atomic Popper range will also be on show. These perennial favourites are great fun for kids both indoors and out.

All of the above games will be supported by a comprehensive marketing campaign commencing in June and running until Christmas.

DKB Toys & Distribution 0207 432 7101 | info@dkbtoys.com DKB has expanded exponentially since it first launched last year. With ranges spanning multiple industries and markets, the company will be bringing a cross section of its product offerings to the Toymaster show this year. Visitors to the stand will be able to view new ranges showcased for the first time here in the UK. Reflecting its continued strong relationship with Melissa & Doug, DKB will be bringing a selection of the company’s top 60 lines with it and featuring them prominently at the event. Visitors can also experience DKB’s Crazy Forts range, which continues to outperform all expectations at retail. Crazy Forts will enjoy strong exposure on the stand as the company looks to ramp up distribution in 2022. A cornerstone of the business, DKB now also has a full Alex Brands range available in the UK. Toymaster will provide the perfect opportunity to offer an attractive buying deal to new customers. d The hotly anticipated Crazy Aarons Putty range has also returned to UK shores. For the first time, visitors will be able to get hands on with this wildly popular brand at the show - all designs and all lines. DKB has worked hard to bring Crazy Aarons to the market, fully EN71 tested, CE marked and ready to make waves again the second time around.

Interest in this range is already significant, so retailers are urged to pay DKB a visit if they want to get involved.

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two Great teams one great brand

© 2022 Those Characters From Cleveland, LLC.

Click Distribution 0330 123 2559 | www.clickdistribution.co.uk click@clickdistributionuk.com Click is back at the Toymaster Show this May to display several exciting new properties.

Pet Simulator X is hotting up: currently the No. 1 top earning game on the Roblox platform and one of the biggest games on the planet. This June, Click brings the gameplay to life with the launch of Mystery Pets collectibles, collectible plush and exclusive bundles all based upon the latest instalment of Pet Simulator X. This range will be supported by a hardhitting campaign running across YouTube, kids TV and social media.

June also sees the launch of the highly anticipated master toy range for Yu-Gi-Oh!. The company will be introducing Yu-Gi-Oh! action figures, plush, mini figures, collector bundles and electronic role-play items featuring accessories and exclusive trading cards. All these lines will likewise be supported by an extensive marketing campaign spanning multiple touchpoints.

Demand for Click’s Bee Swarm Simulator Core Bee Packs, plush, Bear action figures and Hive bundles continues to grow week in, week out, in line with the growth of the virtual gameplay. The next wave of product will be available from May. Piggy continues to go from strength to strength. The game now has over 10b plays and is a Top 5 game on the Roblox platform. Piggy Intercity releases this month and a further six chapters will be released throughout 2022. This autumn/winter, the product offering will expand with all-new action figures, plush, mini figures, head bundles and construction sets.

In a big year for trading cards and stickers, Panini’s Premier League Collections are maintaining the No.1 spot in the UK, and Premier League Score, Panini’s first ever UK dedicated hobby product for Premier League, enjoyed a hugely positive reception when it hit shelves earlier this year. Last month also saw the launch of the highly anticipated Warhammer Sticker Collection, which will be followed this month by new collections for Minecraft, Fortnite, WWE, Harry Potter and Lightyear.

The Women's Euro 2022 schedule kicks off in July at Old Trafford, supported by the launch of the highly collectible Women’s Euro 2022 Sticker Collection, and to finish off the year, Click will also be introducing the Official FIFA World Cup Qatar 2022 Collection.

DKL-Beysal 01604 678 780 | www.dkl.co.uk | sales@dkl-beysal.uk DKL-Beysal will be showcasing best-selling products from across its portfolio of quality brands.

Hama Beads welcomes a raft of new products for 2022. Hama Beads has been encouraging imagination and creativity in the arts & crafts space for years. Not only does bead play hone motor and logical skills, it allows creativity to soar. Hama products offer an imaginative challenge for children as young as three years of age: with just a few Hama pegboards and a variety of colourful Hama beads, creativity becomes endless.

One of DKL-Beysal’s best selling ranges, Plus-Plus building bricks have a unique one-shape design, available in two sizes, that can interlock with other identical Plus-Plus pieces.

Children can use Plus-Plus to create anything that they can think of in 2D or 3D. This educational toy stimulates fine motor skills and creativity while encouraging focus and patience.

Plus-Plus Go! brings motion to the Plus-Plus building experience, transforming the way little ones play, while new for 2022 is Plus-Plus puzzle by numbers. This range combines the artistry of a paint by numbers kit with the satisfaction of a puzzle, providing a unique creative experience.

DKL-Beysal will also be showcasing products from Breyer Model Horses. Ever since its first model product was created in 1950, Breyer has been committed to making the world’s finest model horses. Breyer’s crafts kits are endorsed by Toya, best known for her hit YouTube channel My Froggy Stuff. Breyer craft and activity kits are fun for all ages and highlight the unique aspects of model horse customising. Available at multiple price points, they promote creativity and imagination.

Ecoplush is a sustainable plush line made using high-quality fabrics and soft stuffing composed of bottles removed from the ocean. Mascutties is a value plush range with fun engaging features, while K3yriders scooters and helmets invite kids to immerse themselves in a fantasy world whilst improving their balance and coordination.

Dancing Army taps into a popular TikTok trend, allowing children and teens to rehearse, choreograph and create dance routines before uploading them to TikTok and other social networks. Luna Babies is a nurturing doll brand centred upon four dolls from the other side of the moon that take care of children's dreams while they are sleeping. Fashionery Vibes combines fashion, beauty and arts & crafts with activity kits that enable children to explore, play and express their style, and Lil’ Kampers will inspire young imaginations with its range of products that merge arts & crafts with role-play.

Visitors to the show will benefit from exclusive product offers and the chance to see best-selling catalogue lines.

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WATCH THE WATERWALL IN ACTION! PLUG & PLAY MODULAR PIECES

01626 835400

EDUCATIONAL & CREATIVE

sales@wiltonbradley.co.uk

WATERFUN ACCESSORIES

SUSTAINABLY SOURCED WOOD

www.wiltonbradley.co.uk

Geomagworld 07831 886 997 | www.geomagworld.com Magnetism is just one of the many natural invisible forces that bring Geomagworld’s platforms to life: creativity, intelligence, the human mind and gravity cannot be seen either, but they all play an intrinsic part in making the Swiss company’s products both fun and educational.

During the last two years, Geomagworld has rolled out its revolutionary and sustainable Green range, a marketleading innovation that both its consumers and the planet appreciate. The company is now showcasing its new 2022 lines at the Toymaster Show, as it reveals that all the lines in its portfolio will be made using recycled plastics going forward.

Magicube has revolutionised the Junior Construction category. This innovative and engaging building system comprises magnetic cubes that attach to each other on all six sides. By harnessing the invisible properties of magnetism, children can give free rein to their imagination as they build colourful 3D models. Playing with the individual cubes allows even the youngest of children to develop early manual dexterity skills. The new Magicube Recycled collection, made with 100% recycled plastic, features the same bright colours and high-quality as all the company’s original Geomag sets. This year welcomes a new 25-piece set to the Shapes range.

The highest standards of environmental sustainability can be found in Geomag’s Classic magnetic construction system. The magnetic rods, panels and bases are made using 100% recycled plastic, while the powerful magnets, quality materials and eye-catching colours offer the Geomag quality consumers know and love. The storage box now included with each set is a practical and durable pocket-sized box which kids can use to carry rods and spheres with them on the go. This, too, is made from 100% recycled plastic. The Geomag Classic 100% Recycled line welcomes the new Glitter & Glow segment, which is perfect for kids wanting to construct models in an explosion of fun colours. The Classic range’s firm favourites and best-sellers have been refreshed with new packaging and will also be made using recycled plastics, in keeping with the company’s largescale shift to more sustainable materials. The recycled plastics used for the rods, panels and bases come in perfect Geomag colours, and the glow-in-the-dark pieces will delight even the most demanding of creative spirits.

Also on show will be the best-selling lines from the Mechanics construction platform. This combines the forces of magnetism with a world of mechanical construction to stimulate creativity, inventiveness and ingenuity. In addition to the classic magnetic rods and steel spheres, Geomag Mechanics introduces mechanical elements to each construction, expanding the play possibilities: some parts of the structures can rotate, triggering chain reactions using magnetic attraction and repulsion. Last year saw the range completely overhauled with new product colours, packaging and branding, and it’s of course now made from 100% recycled plastics. This year Geomagworld launches Mechanics Challenge Strike.

All three Geomag platforms will be supported with a special show offer, details of which will be unveiled at the show. Visitors are advised to stop by the stand and speak to the team to find out more.

United Wheels UK 01525 664041 | www.huffybikes.co.uk salesuk@huffy.com At the Toymaster show this year, famed bike brand Huffy, a household name in the US, is pleased to offer a ride for all ages. Working together with retailers, the company aims to get kids outside and active and help retailers obtain those all-important outdoor toy sales.

The five-star line-up available to stock this summer includes the Huffy Pro Thunder Bike, from the Pro Thunder range. With vibrant colours and cool graphics, the Pro Thunder has a durable steel frame with fast rolling air tyres on coloured rims, to offer a fun ride with a striking look. All Pro Thunder bikes arrive 85% assembled, meaning that parents can have the bicycle ready to ride in just a short time. Available in wheel sizes 12”, 16” and 20”, stabilisers are also included on the smaller models.

The Huffy Glimmer kids’ bike has removable stabilisers, making it ideal for early riders. With a bright, bold design and fabric front storage pouch on the handlebars, plus sparkly graphics, Glimmer also features a comfortable padded and decorated seat. Available in wheel sizes 12”, 16”, 18” and 20”, all bikes feature Huffy’s patented Quick Connect system for assembly in super quick time with minimal need for tools.

The E13 Pro Elite Scooter is fully decked out with an upgraded nylon/steel Triad brake, CNC wheels and concealed ABEC 9 sealed bearings, enabling a faster, smoother and more controlled ride, making it ideal for expert riders. Added anodised pegs help kids to increase their stunts and tricks, as well as opening up more street riding options. The lightweight aluminium frame and extra-long deck, paired with a steel hydroformed fork, makes this scooter a truly versatile ride.

The Huffy Disney Princess Royal Horse and Carriage Electric Ride On boasts an easy to operate foot pedal accelerator. Kids can take control with an in-carriage steering wheel and forward or reverse controls. The pink design features images of Disney favourite Princesses: Ariel, Aurora, Belle, Cinderella, Jasmine, Rapunzel, Snow White and Tiana. Kids can press the heart-shaped button on the steering wheel to play phrases from three Disney Princesses, and enjoy opening doors, a handy cupholder and a glovebox with plenty of room for toys and royal accessories. The horse has a brushable mane and tail for styling fun.

With the Huffy Green Machine, kids can use the control levers to spin, drift and have fun. The sport bucket seat provides excellent lateral support, and the pedal brakes mean that Green Machine can be safely brought to a stop. The 10-inch front wheel and two rear wheels made of reinforced plastic, in a rugged metal construction make this drifter extra safe.

This show stopping go kart is simple to build for parents and easy to drive for kids.

To book an appointment with the team at the Toymaster show , get in touch on the contact details above.

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© P&Co.Ltd./SC 2022

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Magformers UK 01270 446 250 | www.magformers.co.uk Magformers UK is introducing several exciting new toys to its portfolio for 2022, with a particular focus on injecting fresh play ideas into its award-winning Magformers and Stick-O collections. Conscious that independent retailers in particular want to offer their customers quality toys at competitive prices, Magformers UK has worked closely with Magformers’ R&D team in Korea to add play value to its sets without increasing the number of magnetic pieces. As a result, the company now offers 19 sets under £30 RRP, and its latest new sets put Magformers within reach of most families.

At the helm of the construction range is the innovative Spin Plus Set, which features a unique magnetic spinning square with a spiral design inner.

Magnetised on each side, the spinner piece allows any completed model to rotate on its base or can also be enjoyed by children as a handheld fidget spinner on its own.

Car sets are always popular with Magformers fans. To cater to ongoing demand for this theme, the company is unveiling two new budget-friendly sets: the Jungle Kart and Kart Rally lines. Each consists of nine pieces including removeable driver characters with swappable helmets.

Magformers has also produced two new larger play sets, each packed with magnetic pieces, accessories and characters, including a farming-themed toy for the first time. My Farm Land is a 48-piece set with new shapes including clip-on leaves and colourful magnetic pieces used to make carrots, strawberries and other fruit and veg. The set also has two play characters and special window pieces kids can use to make different houses for them to live and work in, such as a windmill, grain store and barn.

Extreme Racer is a 42-piece kit for making racing cars and superbikes. The set features a new driver cockpit, special transforming wheels, two removable racer characters and 33 magnetic shapes.

Magformers UK is also expanding its successful pre-school Stick-O toy range with its first ever licensed toys: the Baby Shark Friends Set and Baby Shark Family Set. The two branded sets feature all-new Stick-O pieces, including large magnetic balls imprinted with cute shark faces and magnetic fins and tails in the instantly recognisable Baby Shark yellow, blue and pink colours. Both sets make the main yellow baby shark (Olli), pink mummy shark (Ellie) and blue daddy shark (Nick) characters, as well as other sea creatures, plants and models.

Mojo Fun 01422 413 674 | sales@mojofun.co.uk After a successful official launch at London Toy Fair, Mojo Fun is set for a prosperous 2022. The company was established in June of 2020 as a new venture, expanding the Mojo family in the UK and joining Mojo (HK) Ltd in the world of toys and wildlife. At the Toymaster May Show, Mojo will be aiming to highlight its energy and desire to offer the finest products, services and customer aftercare, in addition to showcasing its newest product lines.

Mojo’s existing range of wildlife and fantasy models is being expanded with new additions. This year, Mojo has focused on adding to its range of British Wildlife models.

The Barn Owl, Golden Eagle and Peregrine Falcon are all set to swoop into the market in 2022, accompanied by a much-loved British icon - the British Bulldog. These models are all designed and hand-crafted in the UK. Many more new figures and launches are in development for 2023 as the company ramps up its plans to make Mojo the UK’s No.1 animal figurine company.

The West Indian Ocean Coelacanth is also making an appearance in the Mojo Fun range. The oldest fish in the world, which was considered extinct until it was accidentally rediscovered in 1938, will be joined by an updated and vastly improved Woolly Mammoth, Arctic Fox, Lusitano Horse, Red Panda, Fennec Fox, Gypsy Vanner Horse and Tasmanian Devil.

Mojo Fun’s mission is to create the finest quality models available by drawing upon its love of designing, manufacturing and bringing models to life. The company’s passion and enthusiasm are evident in the quality of its product and in its first-class customer service. To demonstrate its appreciation of the independent sector and its Toymaster customers, Mojo is offering existing customers 10% off when they spend £1,000 on a refill order. New customers will receive the same offer plus a free display stand for their store, available in 68cm and 100cm versions. Mojo’s customer service, fast delivery and stock availability mean retailers will be able to keep their shelves filled easily and consistently.

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PETER RABBIT™ & BEATRIX POTTER™ © Frederick Warne & Co., 2022

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PEPPA PIG and all related trademarks and characters TM & © 2003 Astley Baker Davies Ltd and/or Entertainment One UK Limited. HASBRO and all related logos and trademarks TM & © 2022 Hasbro. All Rights Reserved. Used with Permission.

Peppa Pig created by Mark Baker and Neville Astley

Carrera_First_PeppaPig_UK_A5_V11.indd 1

19.04.2022 10:33:26

Vivid Goliath 01483 449944 www.vividtoysandgames.co.uk Sustainability is at the heart Recyclings, a collectible new range made from 70% recycled plastic: each lovable character stops five bottle caps going into landfill. Characters range from Dumplings, Dragons and Hotdogs to Handbags, Popcorn and Pandas, and there are over 90 to collect. Recyclings is supported by innovative digital marketing and TV advertising.

The Harry Potter Minifigures range enjoyed its highest ever sales in 2021. This year, Series 7 will be joined by two new lines for autumn/ winter - The Collectible Snitch pack and Collectible Wands.

Animagic delights young children with lifelike pets and play patterns. The gorillas Tiki and Toko will be joined this year by the adorable pup Waggles. Goliath is also launching Let’s Go Gecko, a hurrying, scurrying palm-sized pal featuring sounds and lights.

Sky Dancers takes flight once again. This reimagined version of the 90s classic brings magic and joy to a new generation.

The marketing campaign includes PR, a celebrity launch event, and TV and digital campaigns.

Off the back of the fidget toy and TikTok craze, the Science4You range will be launching a DIY Fidget Toy kit. The kit lets kids make their own fidget toys and learn the science behind them. Two other new introductions for autumn/winter include the Super Rocket Launch and Ocean Rescue Set. Goliath will be bringing the sun to the Toymaster Show in the form of the Australian Outdoor range, Wahu. From the best-selling Phlat Ball through to Wingblade, Zoom Ball, Super Wubble and Rumblers, this range offers something for everyone for outdoor play.

The new party game You Had One Job, in which multitasking can be more complicated than players thought, is one of four new introductions into the party category. The others are Say Less, Don’t Draw the Short Straw and Rainbow Pirates. The latter has already sold out in the US and enjoys glowing reviews online.

In response to the current demand for true crime TV series and podcasts, Goliath is extending its range for autumn/winter with Unsolved Case File and There’s Been a Murder. Casefile offers endless replayability at an accessible price point. The game joins Missing: Julie Parker, The Untold, Night Terror and Crime Scene Investigator puzzles, all of which will be on shelf from July.

The Floor is Lava continues to garner celebrity endorsements on social media. In 2022, the Floor is Lava Family Edition invites families to experience the best-seller with more obstacles, more challenges and more ways to play.

Here in the UK, Goliath can select proven winners based on the success of titles across the pond. Chompin Charlie has been a US sell-out success since autumn/winter 2021.

Cheeky Charlie, a determined squirrel trying to gather up all his nuts for the winter, now joins the fray, along with One Trick Pony, Chicken Poo Bingo and Trash Stash. Visitors to Toymaster will be able to play these games at the show.

Crayola ignites the imaginations of young artists with its colourful range of stationery, craft kits and toys. The Colours of the World range launched in 2021 will continue into 2022 with the range of crayons, pencils and markers bolstered by a new colouring book. Colour Wonder has introduced Bluey to an already strong portfolio of pre-school character favourites, alongside the new Adventure Pups theme for Paw Patrol.

Colour 'n’ Style Friends is a range of magical mermaids that invites kids to enjoy hair play and stylish mermaid themed creations that can be redesigned again and again.

Washimals sees the introduction of a large-scale salon play set offering five different ways to customise the pets, including new pearlescent paint, washable stickers and scented spray. The gravity defying Paint-sation range sees the introduction of a new Flip 'n’ Spin Artists Pallet and Paint ‘n’ Stamp studio, both of which allow budding artists to paint anytime, anywhere, thanks to the innovative spill-proof technology.

The Crayola Super Glow Art Studio lets kids create art that glows in the dark. An illuminating new way to create using just rays of light, no ink or paint is required, and the reusable surface provides hours of non-stop creative fun. Kids simply use the light wand to create glowing artwork that will come to life in the dark.

Epoch Making Toys 08435 574 062 | www.aquabeadsart.com | www.sylvanianfamilies.com Visitors to the Billiard Room at Toymaster’s May Show can expect a warm welcome from the Epoch Making Toys team. The latest lines on display will include the Sylvanian Families new Style & Play themed sets including the award-winning Pony’s Stylish Hair Salon, which will be released this autumn.

Complementary sets such as the Pony’s Hair Stylist Set and Princess Dress Up Set, both out now, will also be showcased. Fans of Sylvanian Families will even be able to have their photo taken in the Style & Play photo booth.

Aquabeads, the original stick-with-water crafting brand, will also be on show. The brand’s new handy on-the-go carry cases mean kids can now take the set with them this summer, wherever they may go. Options include the Beginners Carry Case, Mega Bead Trunk and Deluxe Carry Case. The popular Mystic Unicorn Set will also be displayed at the event. Retailers should look out for the allnew point of sale shelf topper, which showcases the variety of themes and sets the Aquabeads brand offers young crafters.

The Super Mario brothers will also be back in full force. It’s a big year for the property, which welcomes its very own movie release this December. Epoch Games’ full range of lively tabletop games starts at a low RRP and provides hours of family-friendly entertainment with the iconic Nintendo characters. From amusement arcade favourites like the action-packed Hover Shell Strike to the fast and frantic Mariokart Racing DX, there’s a game suitable for everyone.

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Get ready for a roarsome summer with our fantastic range of dinosaur toys!

From wooden puzzles to highly detailed models from our NHM collection, we have everything dinosaur for your store!

For more information email sales@toyway.co.uk Dinosaurs_MAR2022.indd 1

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

Schleich 01279 870 000 | www.schleich-s.com/en With a focus upon its core Christmas catalogue ranges, Schleich will be showcasing a host of exciting new products across all its six key properties at the Toymaster May Show, alongside its new range, Sofia’s Beauties.

This year, Schleich’s much-loved Dinosaurs range provides a great opportunity to widen the reach of the brand among young fans. Five authentic new species join the line-up for 2022 as well as two exciting new play sets: the Dinosaur Transport Mission and Parachute Rescue.

Featuring plenty of new and beloved animals, Schleich’s popular and diverse pre-school Farm World figurines make great story starters for young imaginations. Six new play sets will join the line-up in July, including the Friendly Dog House, the Mobile Chicken Coop, the happy trio of Chicken Friends and three Western riding-themed products.

Wild Life’s Ranger Tom will also be at the show. The Wild Life range has welcomed a raft of new figurines including both well-known and rare animals from across every continent.

There is plenty for young adventurers to choose from, including five new action-packed sets which will expand Schleich’s partnership with National Geographic Kids. Featuring exclusive figures and new accessories, these fun and educational sets include Koala Mother and Baby, Outback Adventures, Antarctic Expedition and Danger in the Swamp.

Schleich also continues to expand its collectibles offering, with two new series of collectible foals added to the magical bayala range and further new novelties including a mystical Llamacorn and majestic Rainbow Dragon continuing to delight fans of mythical creatures.

Eldrador Creatures welcomes an array of new and fearsome monsters. It also introduces a fifth world to fans: the Shadow World. Adding to the collectible concept will be the Eldrador Master Robot, which boasts a secret storage compartment and shooting function.

As well as the addition of several popular horse breeds, Schleich’s Horse Club sees its first modular offering launch in July. The Lakeside Riding Centre and its two extension models open up limitless play experiences for horse fans and can be assembled and expanded in a variety of ways.

An offshoot of Horse Club, new brand Sofia’s Beauties launches in September. The range features horses with beautiful, long manes and equally luxuriant tails, which can be brushed, decorated and freely interchanged for endless styling options. The collection will include four individual horses, three starter sets - each with a horse and rider plus lots of colour-coordinated accessories - two play sets and two accessory sets.

The show will also provide a platform for Schleich to unveil its second half marketing plans while providing a forum to discuss window displays and point of sale opportunities with its customers face-to-face.

Kidicraft 01282 505988 | www.kidicraft.com | Sales@kidicraft.com Visitors attending the Toymaster May Show 2022 will be able to discover Kidicraft’s latest ranges from Star Wars, Marvel, Harry Potter and DC Comics.

Kidicraft’s brand new Star Wars puzzle range is a force to be reckoned with. The new puzzles feature some of the most iconic Star Wars characters of all time, from Grogu (AKA: The Child) to the battle-worn bounty hunter Boba Fett. These 5,000-piece Prime 3D Jigsaw puzzles recreate the galaxy’s most famous Star Wars scenes at an impressive 61x46cm as they take children aged six and over on a galactic adventure.

Another of Kidicraft’s new releases features a host of Marvel superheroes and villains. From Hulk and Thanos to Spiderman and Black Widow, Kidicraft’s Marvel licensed 500-piece Prime 3D jigsaw puzzles range offers something for every Marvel fan. A wide array of Marvel characters and images are currently available, and the range is set to grow even further in 2022.

The magical Harry Potter Prime 3D Puzzles have long been one of Kidicraft’s most successful ranges. This collection features two award winning puzzles: The Hogwarts Express, and Hogwarts and Hedwig. Three new puzzles launched in January 2022, featuring Voldemort, Harry Potter with Ron Weasley and Hermione Granger, expanded this range. These eyecatching puzzles have been well received thanks to their sharp 3D imagery and superb clarity.

The DC range of Batman puzzles welcomed new additions to the 500-piece Prime 3D collection. The new collage puzzle image shows Batman, Robin, The Joker and more. Superman also welcomed another popular 500-piece Prime 3D Puzzle showing the iconic superhero flying between buildings. These puzzles are made with the new Prime 3D lens to give the image even greater depth and movement.

Kidicraft is constantly adding new designs and ranges throughout the year. To keep up to date, follow the company on its social media platforms or visit the website.

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Bliss Distribution 01254 662 662 | www.blissdistribution.co.uk sales@blissdistribution.co.uk Bliss Distribution has earned itself a reputation for the speedy distribution of trading cards, collectibles, toys, games, and more. The company prides itself on its high level of customer service, both online and over the phone, and offers a minimum order value of just £150 within the UK, or £200 outside of the UK. Bliss stocks a broad selection of products but specialises in trading card games and accessories: the company has been an official distributor of Konami’s Yu-Gi-Oh! products for years and recently become an official distributor for Wizards of the Coast’s Magic: The Gathering. Bliss services toy and hobby stores across the UK & Ireland in time for release dates and is happy to support stores looking to explore organised play events. It also supplies Pokémon, Digimon, Final Fantasy and Dragon Ball Super card games, alongside card protection products and accessories from Ultra Pro, Dragon Shield and Ultimate Guard.

Games are a strong and ever evolving category for Bliss, which offers a wide variety of role play, strategy and family games. From Dungeons & Dragons to Monopoly, the company’s portfolio caters to all ages, interests and abilities, from full tabletop RPG systems to fast and fun 10-minute card games. Family games on offer include versions of classics such as Monopoly, Cluedo, Scrabble and Trivial Pursuit. Being an official distributor of Dungeons & Dragons, Bliss also provides customers with a large selection of D&D books, accessories and merchandise including official expansions such as Animal Adventures and Epic Encounters, figures, keyrings, backpacks, caps and dice.

The breadth of depth of the Bliss Distribution range means retailers can order small amounts from leading manufacturers such as Mattel, Hasbro, Character Options, Winning Moves and Tomy, all in one place. The easyto-use B2B website features real-time stock levels so customers can order and place pre-orders online. Alternatively, the knowledgeable sales team is on hand to answer any query on the number or email address above.

Just Play www.justplayproducts.com | uksales@justplayproducts.com Just Play is attending its very first Toymaster show this year. Mickey Mouse Fun House launched on Disney+ in late 2021, and the company will be showcasing new concepts in both its Mickey and Minnie ranges while at the event. Kids can head back to school with Mickey Mouse Fun House Adventure Backpack, while the 6” Fireman Mickey and 6” Sweet Treats Minnie, a new scale for the range, introduces a whole new world of fun to Mickey and Minnie fans.

To support the launch this autumn, Disney will be focusing on additional content across its YouTube platforms, while Just Play will be running extensive TV and digital marketing targeting both kids and adults.

Exciting times lie ahead for Blue’s Clues & You! with a new movie launch scheduled for late 2022 and new original content dropping on YouTube three times a week. Just Play’s awardwinning Blue’s Clue’s Peek-A-Blue plush continues to be a must-have among the curious puppy’s fanbase.

The company will also be showcasing its CoComelon ELA range. Toymaster will offer visitors their first opportunity to see Just Play’s CoComelon Ultimate Learning Adventure Bus. This multi-use toy helps toddlers learn to walk and includes over 300 phrases and sounds with six songs straight from the hugely popular CoComelon content.

Disney Doorables continues to go from strength to strength, welcoming new characters from all Disney franchises. Series 8 will add more collectability with the addition of rare, scented characters such as an apple scented Snow White.

To complement the must-have Barbie Pet Blind bags and Spa Playset, Just Play will be launching its very own Pet Camper Van. Barbie and her pets are a huge focus within the new content slated for release this autumn, so this fun camper van and BBQ set is sure to be popular.

The original fidget toy, Slinky, will benefit from a dedicated #SummerofSlinky campaign that will encourage Slinky and TikTok fans of all generations to get in on the fun. Retailers looking to provide additional in-store experiences this year can opt to make use of the company’s specially-created Slinky Stairs, which will be available to order and try out during the show.

The unique Sensory FX range has been gaining momentum. The ASMR experience is becoming a major trend, and Just Play is launching new products for autumn to cater to the growing demand for safe and beneficial product.

Just Play has signed a new partnership with Warner Bros. for this year which will see Mini Plush for DC Super Pets, Batman and Harry Potter join the range. New movie content this year will boost the awareness of all these properties.

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COLLECTABLE SHOELACE CHARACTERS

DISTRIBUTOR TOYS2MARKET J.PATEMAN@TOYS2MARKET.COM OR J.TRIPTREE@TOYS2MARKET.COM

Craft Buddy 0203 417 6565 | www.craftbuddyltd.co. uk trade@craftbuddyltd.co.uk Craft Buddy will be attending its first Toymaster May Show this year to highlight its popular arts & crafts ranges.

Crystal Art is based upon the on-trend hobby of diamond painting. Appealing to children aged six and over, this fun, rewarding and addictive hobby allows children to create beautiful sparkly creations.

The recently launched Marvel Crystal Art Collection features iconic superheroes from the Marvel Universe including Spider-Man, Captain America, Iron Man, Thor, Hulk, Captain Marvel and the Avengers.

Offering an entry price-point to the range, the 18x18cm Crystal Art Card Kits let kids create sparkly greeting cards featuring Spider-Man, Captain America, Iron Man and more. These are perfect starter kits for newcomers to Crystal Art, with each card taking around an hour to complete.

Other items in the Marvel Crystal Art Collection include Iron Man and Spider-Man Crystal Art Notebooks, Captain America and Thor Crystal Art Silver Frame Kits, and a selection of different Marvel Crystal Art Canvas Kits. These crafting projects take much longer to complete, but the final result is a spectacular piece of wall art.

Craft Buddy has launched further new Crystal Art Collections this year including Peter Rabbit and The Smurfs. Celebrating the 120th anniversary of Peter Rabbit, fans can bring to life this famous rabbit and his friends with sparkling Crystal Art Kits such as cards and canvasses, plus a fun Sticker Set and a 3D buildable Crystal Art Scene.

Paint By Numb3rs is a new range. These complete crafting kits come with three different sizes of paint brush, a set of acrylic paints and a pre-mounted canvas design for children to paint and display. Craft Buddy Home is another new launch. Each kit in the range can be used to create home décor items like rugs and cushions.

Other exciting new Craft Buddy arts & crafts product announcements will be made at the show.

For Ireland enquiries please contact:

For UK enquiries please contact:

Banaghan & Co. Ltd. Tel: 00 353 67 63800 info@banaghans.ie

Banaghan & Co. Ltd. Tel: 00 353 67 63800 info@banaghans.ie

Toy World 122

Rainbow Designs 01329 227 300 | www.rainbowdesigns.co.uk Rainbow Designs will have its entire family of much-loved cuddly characters on display at the Toymaster show this year, from Peter Rabbit, Paddington Bear and Disney’s Winnie the Pooh to Elmer, Spot and The Very Hungry Caterpillar.

The best-selling Adventures of Paddington pre-school toy range, based on awardwinning TV series, is set to welcome two new additions this autumn. Kids will now be able to have even more adventures as they take Paddington and his friends out and about in Bessie the Campervan. Coming complete with a removable roof, fold-out canopy and Paddington’s suitcase (full of tea and marmalade sandwiches), the pushalong Campervan also makes ‘Beep Beep’ and ‘Broom Broom’ sounds and plays fun music from the show, plus Paddington’s voice says: “I wonder what adventures I shall have today?”

Arriving in time for the World Cup later this year, the new Adventures of Paddington Football Set invites kids to put Paddington and his friend Jonathon through their paces on the football training ground. Sporting their red and black football kit, and with help from young fans, Paddington and Jonathan can practise their football skills, dribble the football around the training cones, and then shoot it into the goal.

These new play sets join the ever-popular Play Bus, Multi Figure and Rescue Playsets, as well as a series of soft plush toys including the Deluxe Soft Toy and the Talking Paddington Toy. It’s a special year for Beatrix Potter’s Peter Rabbit, as the character celebrates a momentous 120th anniversary. To mark the occasion, Rainbow Designs has added a beautiful new wooden toy collection to its best-selling Once Upon a Time range. The contemporary new wooden toy range includes a Peter Rabbit and Flopsy Bunny PullAlong, a 5-piece Character Wooden Shape Puzzle and a Domino Set, all featuring Beatrix Potter illustrations of Peter Rabbit and his friends.

Also new for 2022, The Very Hungry Caterpillar and Elmer both welcome a fun and colourful range of wooden toys to their evergreen collections. The new Domino Sets and Wooden Shape Puzzles make great new additions to these educational ranges.

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Toy World 123

Papo 0121 274 2121 | www.papo-france.com For 25 years, Papo has been creating and developing figurines that support children’s development and allow them to discover and explore the world. The company’s continued focus on innovation allows it to offer a wide range of animals and characters, from detailed wildlife and amazingly realistic dinosaur models to figures of knights in shining armour atop their mighty steeds. Papo is recognised and respected for the care taken in reproducing the details of each of its creations, and each figurine is hand painted.

On show this year will be The Land of the Dinosaurs play set.

This fun and engaging 3D backdrop/play set is perfect for dinosaur fans aged three and over, and really brings the reign of dinosaurs to life. Made from high-quality, heavy-duty cardboard, the 40 x 56 x 38cm scene is easy to assemble as well as pack down again for taking on holidays or play dates. Once built, dinosaur figures (sold separately) can explore the lagoon - complete with leaping fish - hide in the cave, witness the exploding volcano or shelter under the large tree. Created, designed and developed in France, Papo play sets such as The Land of Dinosaurs support imaginative role-play.

The Land of Dinosaurs is ideal for use with Papo’s wide range of dinosaur figures. Pictured are Brachiosaurus, Parasaurolophus, Dimetrodon, T. Rex and Ceratosaurus.

Retailers benefit from a dedicated Papo support team including an export manager, multiple account managers and a sales assistant. Visitors to the stand at this year’s Toymaster May Show will be able to find out about the company’s exclusive display offer and learn more about the brand.

Papo has been a member of the French Toys Creators & Manufacturers Association (Association des Créateurs-Fabricants de Jouets Français) since 2017.

Carrera Revell UK 01296 660291 | www.carrera-toys.com office.uk@carrera-revell.com Returning to the Toymaster Show for 2022, Carrera Revell will be presenting its hottest toys and licences to members and visitors from across its extensive portfolio of brands.

Everyone’s favourite hedgehog joins the Carrera RC line-up.

Suitable for ages six and over, the Team Sonic tuneable radiocontrolled cars feature LED lighting as well as hero Sonic and anti-hero Shadow characters that tilt in response to steering inputs. Carrera RC also introduces lead character Blaze from Blaze and the Monster Machines. Suitable for ages four and above, this impressive vehicle features moving eyes and a signature bright red, glow-in-the-dark body. Older kids from the age of eight years can choose from a selection of highly detailed and officially licensed Cat Caterpillar multifunction construction vehicles.

Carrera slot racing sees additions within its First and Go!!! categories that are sure to excite fans. First up is the 1:43 scale battery-operated Peppa Pig - Soapbox Race. Perfect for kids aged three and up, the set includes a figure-of-8 Peppa-themed track and Peppa and George soapbox slot cars.

The 1:43 scale Go!!! track racing system has been designed for young racers from six years of age. Carrera Revell has a selection of Hot Wheels stunt sets in mains and batteryoperated formats. A first for Carrera and slot, this year Go!!! will also see the addition of blisteringly fast F1 race sets featuring actual 2022-season cars/drivers from Mercedes-AMG, Red Bull, Ferrari and, new to the range, Alpine. Fan-favourite Mario is up-sized to the classic 1:32 scale for ages eight plus as kids battle it out with Yoshi in the new Evolution series Mario Kart 8.

Dinosaurs from Jurassic World: Dominion have found their way into Revell’s 3D Puzzle range this year. Ideal for puzzle fans aged 10 and above, each features an integrated base with a Jurassic World-themed nameplate. Back on four wheels, Carrera Revell launches the iconic Delorean from Back to the Future, complete with detailed interior and multiple build options. Fans of the Disney favourite Pirates of the Caribbean, meanwhile, will marvel at the giant LED-edition Black Pearl with pullout panel and detailed interior.

Revell’s model kit building line is arranged into a 5-tier system of difficulty: there’s something for everyone, whether modellers are looking for aircraft, vehicles, ships or spacerelated subjects. Significant themes for 2022 include the new Level 1 First Construction range, Disney+ Star Wars hits The Mandalorian and The Book of Boba Fett, Iron Maiden, Boeing 757-200, the WWII classic Hawker Hurricane in 1:32 scale, and a 1:24 scale Jaguar 100th anniversary 2-car Gift Set. The new range Revell Engineers will introduce children from 8-14 years old to the fascinating world of science, incorporating key STEM learning into fun model building with movement features. Finally, the premium ride-on range Rollplay has an extensive offering of 2- and 4-wheeled vehicles across its Ride, Drive and Perform categories for children from just one year though to pre-teen.

This is only a taster of what’s on offer from Carrera Revell this year. To find out and see more, visit the company in the Upper Marquee.

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Available April

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www.playmobil.co.uk | Contact your sales representative for more info. 01268 548111 / sales_uk@playmobil.de

University Games 020 7254 0100 www.university-games.co.uk University Games and Lagoon Games will be out in force at the Toymaster Show this year. On display will be the 45-strong 3D Puzzle and Model Kit range including 15 new Star Wars and Mandalorian model kits. The Millennium Falcon, Imperial Star Destroyer, X-Wing Starfighter and Imperial AT-AT, as well as detailed models of R2-D2 and BB-8, are just some of the new Star Wars Model Kits available.

For The Mandalorian, new models include the Imperial Light Cruiser, Sandcrawler and Boba Fett’s Starfighter.

Also on show will be new 3D Puzzles of characters and buildings from iconic Disney and Marvel franchises, including The Avengers Tower, Iron Man’s Helmet and the Arendelle Castle from Frozen.

These new lines join the best-selling Harry Potter 3D Puzzle collection featuring Hogwarts Castle, the Diagon Alley 4-in-1 Set and The Burrow.

Subbuteo celebrates its 75th anniversary this year. Launching this summer is a commemorative 75th anniversary Main Game featuring an exclusive golden football and corner flags, all sporting the 75th Subbuteo emblem and presented in a silvergrey 75th presentation box. There will also be a new licensed Main Game and Player Set for Liverpool FC. A multi-layer, heavyweight media campaign will support the Q3/Q4 launches.

Joining University Games’ best-selling children’s games and puzzle range, which includes Horrible Histories, The World of David Walliams, Paddington and Where’s Wally, is a range of Tom Gates games and puzzles based on the 18-strong, award-winning book series and Sky Kids’ The Brilliant World of Tom Gates. The new range is aimed at children 6-12 years old and includes the award-winning Tom Gates Monster Games Board Games Compendium, three double sided puzzles that can be coloured in on one side, and a card game.

Lagoon Games introduces STEAM brand The Purple Cow. This range of science-based kits gives kids the opportunity to become real researchers for a few hours and to experiment with their own private laboratory. The range includes Young Survivors, Glowing Science, Young Detectives and Crystal Craze.

Toynamics UK & Ireland 0116 478 5230 | www.toynamics.co.uk sales@toynamics.co.uk Toynamics UK & Ireland will be showcasing its Hape portfolio across the infant, music and railway categories at the Toymaster May Show in the Upper Marquee. There will also be displays of its brands Skip Hop, Nebulous Stars and Nanoblock.

On show will be dedicated Hape Planograms, designed specifically for the independent retailer. These feature new and best-selling products including the Hape wooden toy range - the largest of its kind – and demonstrate the importance of ranging across traditional toy categories and the sales opportunities for retailers.

The Toynamics team will be available to discuss the support on offer to Toymaster Members: a choice of products and categories from a trusted brand, excellent service, competitive pricing, in-store promotions, and marketing campaigns designed to drive customers into independent toy stores.

All Toymaster members attending the show will have the opportunity to take advantage of a special discount offer from Hape, plus as a Toymaster May Show exclusive and a specially priced item too. With hundreds of toys to choose from for children from birth to eight years, at multiple price points, Toynamics offers a one stop shop for independent retailers.

Bladez Toyz 02392 658 255 | www.bladeztoyz.co.uk | sales@bladeztoyz.co.uk Bladez Toyz is looking forward to returning to the Toymaster May Show this year and reconnecting with the group’s members. Visitors can find Bladez Toyz in the Billiard Room, where the team will be offering show attendees the opportunity to discover which new ranges are set to lead the way for the company in 2022.

Following the strong uptake of the Harry Potter Light Up Hogwarts Maker Kit, the Bladez Toyz design team has further developed the range by introducing a create and build Make Your Own Light-Up Weasley Burrow. Kids simply slide the parts together to make the memorable structure, then add the LED lights to bring the model to life.

The Hogwarts Activity Set aims to get kids crafting with cut out cardboard characters, a colour-in Great Hall insert, felt tip pens, pencils, a sticker book, Washi Tape, colouring sheets and much more. Also new to the range is the Make Your Own Gryffindor Scarf Kit. No sewing is required: kids just knot and tie the fabric to create their own Gryffindor Scarf in the house red and yellow colours. The Magic Snow Hogwarts Great Hall Kit also joins the line-up for this year. Once the set is built and the magical formula added, snow will appear within just a few hours. All sets are due to be launched later this year.

The Bladez Toyz Barbie range welcomes the new Barbie Crystal Ballgown Science Set and Barbie Make your own Bath Fizzers set in novelty packaging. These new launches join the Make Your Own Dreamhouse kit and Radio Control Dream Car, rounding off this comprehensive cross-category Barbie range.

Bladez adds Maker Kitz Tek to its Hot Wheels range for 2022. Introducing awesome sounds and pulsing LEDs that bring the engine to life, this kit also adds working headlights and motorised power to the successful crafting range.

The company will also be launching the new Batman Radio Control range, including the giant 1:10 scale Gotham city Racer with cool LED wheels, the Stunt Racer 360º spin, which pulls off stunt flips and has LED headlights, the 1:28 scale RC Racer, and - in traditional Bladez style - an RC Helicopter with gyro control and an LED searchlight.

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Alpha Toys (353) 67 63800 | info@banaghans.ie Siku is a high-quality German range of die cast vehicles covering many categories. Whilst best known for its 1:32 models, particularly in the farm category, there has been tremendous interest in the pocket money blister models. Covering a range of sub-£10 price points, and offering both a wide array of models and plenty of new launches throughout each year, Siku has become a staple range for many stores and keeps collectors returning to retailers looking for the newest models at affordable prices. An impressive assortment of vehicles categories is covered, including cars, trucks, planes, trains, buses, diggers and tractors, plus all the main licences: Bugatti, Lamborghini, Porsche, Bentley, Range Rover and Jaguar in Cars, and New Holland, John Deere, Massey Ferguson and Fendt in Tractors. New releases and limited-edition lines for this year include the new 1:32 the New Holland T7.315 HD, which arrives in autumn.

Bruder offers a vast selection of top-quality vehicles and play sets that are ‘just like the real thing’. The range covers Construction, Emergency, Farm, Forestry and Leisure time, while the complementary range of bWorld Sets adds to the play value of the vehicles with figures and accessories.

Bruder is renowned for quality and durable items that will give immense play value. All the main licences are covered, from John Deere in the Farm category to JCB in the Construction sector. New items are always eagerly awaited. This year sees the launch of the new Volvo Wheel Loader, MB Sprinter Series, John Deere 7R 350 and the Krone Big Pack Baler. For more information, contact Banaghan & Co. on the details above.

Wilton Bradley 01626 835 400 | www.wiltonbradley.com Wheeled toys have long been a specialist area at Wilton Bradley, which has many years of experience in developing premium products.

The new BMW Z4 Roadster makes a powerful statement, featuring all the details of the full-scale powerhouse: kidney grille, sculptured bonnet and unmistakeable working front lights. With a slow start function, 3-speed drive and reverse gear, little ones can practise their driving in the ultimate driving machine. For the youngest of drivers, an included carry handle stowed under the car head, training wheels under the rear bumper and a remote control allow parents to take control.

The Xootz BMW Z4 Roadster features an MP3 player with AUX input, plus a rechargeable 12V battery beneath the bonnet. Designed for use both indoors or outdoors, the classy vehicle will make light work of carpet, garden terrain or smooth tarmac thanks to its front wheel suspension.

Also new from Wilton Bradley is the Xootz Kids 3 Wheeled Bubble Scooter, which leaves a blizzard of bubbles when the child rides along. Bubble solution is simply added to the front mounted bubble machine to create hundreds of bubbles, and any bubble solution will work. The scooter is lightweight yet durable, and easy to control and steer, making it suitable for three years plus. Available in pink or blue, it features an adjustable handlebar, easy grip handles and an anti-slip footplate to ensure a safe and comfortable ride.

Wilton Bradley will also present the latest addition to its popular Playhouse brand, Water Wall, which the company believes is a must-have for households with imaginative toddlers. Teaching kids about gravity, angles and water flow, the interactive wall offers limitless play combinations to enjoy as a different outcome is created every time they move the pieces. The included range of modular accessories means kids can have fun creating their own water flows and seeing their problem-solving skills come to life as they pour water from the top.

Made from high quality, sustainably sourced wood which will stand up to years of robust play, Water Wall also blends perfectly into the garden and is designed to be kept outdoors all year round. However, this weather resistant product can be used both outdoors and indoors thanks to the included bucket, which safely catches the water when it reaches the bottom.

Wilton Bradley has been creating a real buzz around its new Xootz wheeled toy range. The range delivers the full package with superb specification and features, competitive pricing and highly rated consumer reviews, and visitors will be able to admire the new Venom Go Kart and the Comet Electric Go Kart, as well as new additions in the licensed Electric Ride-Ons category.

The Venom Go Cart is a new development based on the award-winning Viper Go-Kart. With its front ‘pincer’ mouldings giving the go cart a distinctive look, the ride features a tough steel frame, ERVA tyres and forward, reverse and freewheel (coasting) gears. Catering for a range of sizes from 5 to 10 year-olds, two adjustable seat positions mean the go cart is suitable for riders up to 50Kgs.

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fresh FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone.

Here are new releases from: Beehive, Big Potato, CompacToys, Creative Kids, Eolo Toys & Toy-Ons.

Play-Doh Air Clay

Creative Kids | www.creativekids.com

Play-Doh and Creative Kids are taking on the air-clay category with a proprietary formula that makes sculpting effortlessly fun. Creative Kid’s new Play-Doh Air Clay allows children to sculpt their own clay art with silky-smooth modelling material that air-dries within 24 hours - no hot oven or kiln required - to create lasting clay craft pieces.

Kids will enjoy making the most of their sense of touch as they squeeze, roll and mould the soft clay, developing their hand and finger muscles at the same time. The pliable, non-toxic air-dry clay doesn’t crumble or make a mess like traditional clay does, encouraging kids to get creative in their sculpting journey by providing a frustration-free and crack-resistant keepsake. An accessible and easy to use product, Play-Doh Air Clay can easily be moulded to any shape or size according to the child’s imagination and artistic capability.

Parents and teachers alike love the versatility Air Clay offers: a raft of fun makes can be crafted from the compound, including keychains, accessories and pots. The clay can be safely stored in its resealable container once play is over, which will maintain its soft and pliable texture ready for the next mess-free crafting session.

Party games

Big Potato | 020 3620 9495 | www.bigpotato.co.uk trade@bigpotato.co.uk The London-based games creator Big Potato Games is back with two new launches that are all about players climbing their way to victory.

In Zillionaires on Mars, the year is 3022 and the Red Planet is now the No.1 place to live in the solar system, complete with hovering condos, zero-gravity golf courses and 9-mile-high volcano hot tubs. In this bidding and bluffing game, each player’s job is to outbid their rivals to the best properties on the planet. The first player to snap up four properties in a row wins the game. Each player starts with 49 Zillion Martian dollars (and they can earn more on payday), but they’ll need to bid smart if they want to avoid their immense wealth evaporating in the thin Martian air. Big Potato describes this game as ‘Monopoly meets Connect 4’, with an intergalactic space gavel thrown in for good measure.

Three Wise Words is a simple party game. Each player’s job is to tune in to the way their partner thinks. The main mission is easy: players attempt to get their partner to guess the word that’s nesting in their head by giving them three clue words. However, if the other teams guess any of the three clue words, they’ll swoop down and steal the points. The key is to avoid clue words that are too obvious, while also not making them too obscure.

Both titles are available to order now and adhere to Big Potato’s golden rules of gaming: they’re easy to learn, quick to play and great fun for family and friends.

7-in-1 Sand Toy Set

compacToys | www.compactoys.com Just in time for summer, compacToys introduces its innovative and travel-friendly 7-in-1 Sand Toys Set. Like all compacToys products, this set combines functionally with thoughtful design touches that allow a generous amount of accessories to fit into a small and very portable case. A must-have for trips to the beach, the 7-in-1 Sand Toys Set includes a collapsible three litre bucket, a sieve, shovel, rake, ice cream scoops, and blue and pink ice cream cones. The bucket and sieve fit together to form the outer case of the set, with the accessories contained safely within.

The set is available in blue or red colourways and is complemented by a handy zip-up cover which will stop sand from getting in cars and over the contents of suitcases. Additional accessories are also available, including a larger shovel and rake, and a separate ice cream making kit featuring two cones and a scoop.

The company says that while countless tonnes of plastic waste are created each year in the form of sand toys left behind at vacation spots, its products fit in most suitcases or motorhome storage compartments and so can return home with travellers. compacToys also pays attention to the quality and design of its products to ensure they have a long a life as possible, and all packaging is made of recycled paper.

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h 5 NEW Schleich® Dinosaurs OUT NOW! 2 NEW Playsets in July

E WE HAEVD MOV

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Schleich UK Ltd, Hercules Way, Leavesden Park, Leavesden, Watford, WD25 7GS For more information, please contact your Schleich® representative, or contact us on 01279 870 000 or orders@schleich-s.co.uk

fresh Sand Pal Castle Building Kit

Toy Ons | www.toyons.co.uk | info@toyons.co.uk Sand Pal is an innovative set of tools that allows kids to create large and complex sand structures, such as forts or pyramids, that can’t be made with a regular bucket and spade. The pastel-coloured brick moulds help to create incredible sand builds that are sure to become a talking point on beaches up and down the country this summer.

Capturing the imaginations of young and old alike, the Sand Pal kit can be used by the whole family, creating opportunities for bonding across ages and generations and making memorable moments together.

Toy Ons, the new toy division of the popular baby brand Sock Ons, will continue to expand its range of children’s toys with additions that will support creativity at each developmental stage. The products chosen by the team at Toy Ons will form a curated collection of inspiring, design-led products, and all will be responsibly sourced with consideration for both the planet and the people who make them.

Supermasked

Eolo Toys | (34) 985 090 130 | www.eolo.com In the second half of 2022, Eolo Toys will launch its most ambitious brand to date: Supermasked Stretchy Figures.

The collection comprises a series of heroes and villains with stretchy, soundand sensor-enabled features that stand it apart from other action figure ranges.

Suitable for kids from the age of five and over, each character – including Whispers, Big Pony and Xa Man – has a cool design.

In addition to the toy line, kids can have fun interacting with the Supermasked Universe and characters through a battling app available from the App Store and Google Play.

Content is a key element of Eolo’s 360-degree marketing strategy for Supermasked. The Supermasked Animated Series will be unveiled in June, immersing kids in the amusing heroes vs. villains concept and the hilarious situations that arise. The series follows a flawed group of superheroes: none of them understand how to use their powers. This Supermasked series will benefit from wide distribution on the internet, on YouTube and across kids’ TV channels. Furthermore, influencer campaigns focused on developing highquality content for kids to consume on different social media platforms are currently being developed in partnership with distributors in key markets.

Several retailers and distributors have already shown great enthusiasm for the property and orders have so far been placed from nations such as Israel, Spain, Germany and the Nordics. As a result of its success to date, Eolo Toys is investing in additional developments for the Supermasked property that will be released in the coming months.

Wooden balance bike

Beehive Toys | 01460 241800 | www.beehivetoyfactory.co.uk info@beehivetoyfactory.co.uk The Beehive Toys Wooden Balance Bike provides excellent value for consumers seeking quality without breaking the bank.

The design is aesthetically pleasing, featuring a unique star pattern and pink or blue accents. Wooden balance bikes are more environmentally friendly than plastic alternatives and, if looked after correctly, can last many years, making them perfect to hand down to younger family members or friends.

Introducing a balance bike at an early age allows toddlers to ride independently from the very start: the pedal-less design encourages children to develop balance and confidence as they control the speed of the bike using their feet. Suitable for children aged 3-5 years, this bike is the perfect step up from the Beehive Toys Baby Balance Bikes.

The Beehive Toys Wooden Balance Bike features a lightweight frame at just 2.3kg, so it’s easy for young children to manoeuvre themselves. The 10” EVA airless tyres are puncture proof and robust enough to be used both indoors and out. EVA foam wheels are not only lightweight compared to inflatable tyres, but they also do not leave marks on floor panels and other smooth surfaces. The padded seat and rubber handlebar grips ensure a comfortable experience while the coloured fabric basket, unique star design and bell all add to the overall quality of the bike. At a very attractive RRP of sub-£40, this bike is a popular choice amongst priceconscious customers.

Beehive Toys offers many benefits to its trade customers including 40-50% off RRPs, low minimum order amounts, no minimum order quantities, free next day delivery on orders and unrivalled customer support. Based exclusively in the UK, Beehive Toys is always happy to welcome new retailers.

Toy World 130

From the hit CBeebies show

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Licensing World

This brand is

my brand Welcome to this month’s extended Licensing World section. Over the following 60 or so pages, we are delighted to bring you a round-up of the latest news from the world of licensing, an exhaustive selection of the hottest new licensed products hitting shelves over the coming months and a preview of the forthcoming Licensing Expo event.

A

fter a three-year hiatus due to the pandemic, Licensing Expo returns in person to the Mandalay Bay Convention Centre in Las Vegas from 24th-26th May, and the show organiser is pulling out all the stops to make sure the show is back with a bang. The theme of this year’s event is locationbased experiences (LBE), which draws on consumers’ growing interest in immersive, IP-based experiences that bring their favourite characters and brands to life. Of the 200+ exhibitors confirmed to date, with more signing on daily, many brands are showcasing their foray into LBE at Licensing Expo in search of new licensees, manufacturers and retailer partners that will help bring their IP-based experiences to life.

Hasbro, Falcon’s Beyond, NAFTOS, and Feld Entertainment are among the brands that have revealed extensive LBE plans for the May event, transforming their booths into an IP-based destination that will capture attendees’ attention.

From turning show attendees into NFTs and transporting guests into imagined worlds to a VR battle arena, this year’s event is gearing up to be highly interactive and trend-driven in order to provide a more seamless experience that facilitates new IP discovery.

At Hasbro’s Experience booth (A143), the company will be previewing the Transformers: VR Battle Arena with Meta4 Interactive, which enables players to play as a Transformers robot in a VR world. Hasbro will also be showcasing inspiration from other LBE initiatives around the world with a sampling of mini experiences. Matt Proulx, VP, Location Based Entertainment, Hasbro, commented “We’re excited to demo the Transformers: VR Battle Arena with our partners at Meta4 Interactive at our booth this year.

We’ll also be giving visitors a chance to sample other activations around the world, taking inspiration from our Monopoly Life-sized in London, Transformers & My Little Pony-themed Hotel in Shanghai, not to

mention what’s fuelling Nerf. We hope everyone can stop by and have a glimpse into the potential of LBE.” Our editor Rachael Simpson-Jones caught up with Anna Knight from Informa, organiser of Licensing Expo, who was understandably excited about the show coming back: “Licensing Expo returns in-person for the first time since 2019, and excitement among the industry is palpable. This is a business-critical time in the calendar for brands, manufacturers, and retailers alike – they’re coming with a pen in hand ready to ink new deals and discover the new trends that will line their shelves in the coming years, but also to reconnect in-person possibly for the first time since the pandemic.” You can read more from Anna in the interview which starts on page 144.

With travel restrictions between the UK and the US now largely a thing of the past, a sizeable contingent from the UK licensing community is expected to make the trip. With four months to go before BLE once again opens its doors in London, Vegas attendees have the chance to start conversations about 2023 nice and early – always a major advantage when discussing licensing-related opportunities.

The past few years has seen large swathes of the licensing community having to adapt longestablished business models, with some key drivers of licensed merchandise sales - including cinema attendance and location-based experiences – significantly impacted by the pandemic. However, as the world slowly returns to normal, the licensing community can start to plan for the long term with a far greater degree of confidence, and many will hope that Las Vegas kick starts planning for 2023 and beyond.

Meanwhile, the next few months will see a wealth of new licensed lines coming to market. The year has already got off to a strong start, with The Batman and Spider-Man: No Way Home movies both driving healthy sales across the toy and kids’ space, while the release of the Sonic the Hedgehog 2 movie sequel last

Toy World 133

month is expected to continue that trend. Ahead lies a summer of blockbuster movie releases, including DC League of Super-Pets, Lightyear, Jurassic World Dominion and Minions: The Rise of Gru, which all have strong merchandise programmes that will work well in the toy retail channel.

Away from movies, Pokémon is set for another strong year following its 25th anniversary year in 2021, and its success has paved the way for other strong brands in this area - such as Konami’s Yu-Gi-Oh! – to firmly establish themselves in the toy market. The Pre-School category looks as competitive as ever: market leading-brands Paw Patrol and Peppa Pig show no signs of slowing down, despite facing stiff competition from strong new properties such as Moonbug’s CoComelon and BBC’s Bluey. Classic toy brands such as Barbie and My Little Pony continue to provide a great opportunity for licensees and retail partners to tap into the success of the core brand with complementary line extensions, while visitors to Licensing Expo and BLE in September will no doubt spend much of their time attempting to unearth ‘the next big thing’.

There are also some intriguing new opportunities opening up in licensing, especially in untapped areas such as NFTs, while Sustainability remains a topic that the licensing community is doing its best to get to grips with. These conversations are often best held face-to-face, while shows always provide the opportunity for spontaneous chance meetings and introductions that rarely happen in the digital realm.

Just as the toy community found with the London Toy Fair back in January, so much good can come from meeting up in person, and I am sure the licensing community is excited to come together again in Vegas this month and London in September. Keep an eye out for another extended Licensing World section in our September issue, focusing on BLE. In the meantime, enjoy this month’s look at all the latest from the world of licensing.

Licensing World Mattel announces global licensing deal for Trolls franchise Mattel has announced it has entered into a multi-year global licensing agreement with Universal Brand Development for DreamWorks Animation’s Trolls.

Through the agreement, Mattel has the licensing rights to develop a full line of toys for the animated franchise, including dolls, vehicles, plush, games and more. The collection is expected to launch at retailers worldwide in autumn 2023, with a new Trolls film hitting cinemas in November 2023.

This new licensing agreement builds on Mattel and Universal Brand Development’s existing licensing partnerships for DreamWorks Animation’s Spirit Riding Free, Illumination’s Minions, Universal Pictures and Amblin Entertainment’s Jurassic World and Universal’s Fast & Furious.

“DreamWorks Animation’s Trolls has captivated the hearts of families all over the world with its colourful characters and optimistic message,” said Nick Karamanos, senior vice president, Entertainment Partnerships, Mattel. “We look forward to building upon our strong relationship with Universal and DreamWorks and making great toys that will inspire children to find their happy place with a spectacular Trolls line.”

Joe Lawandus, senior vice president and general manager, Global Toys and Hardlines, Universal Brand Development, added: “Our collaboration with Mattel will deliver an all-new innovative toy line that will bring the vibrant, musical world of the Trolls to life.”

With award-winning music, humour and stories and characters that champion diversity, inclusion and kindness, the franchise includes feature films — 2016’s Trolls and 2020’s Trolls World Tour starring Anna Kendrick and Justin Timberlake as well as two original TV series, digital content, video games and more. Trolls has also inspired liveentertainment touring shows and Universal Studios Parks’ attractions across the globe, as well as high-fashion collaborations, toys, lifestyle collections and more.

My Little Pony’s licensing slate gallops ahead 2022 is an important year for Hasbro’s My Little Pony, with a wealth of new content on the way, together with a host of exciting new partnerships and new product launches across multiple categories to support the brand.

Hasbro’s recent relaunch of the My Little Pony brand delivered strong results for the property.

The My Little Pony: A New Generation movie debuted as the No.1 kids title in 86 countries last autumn, and it became the overall No.1 film in 20 countries, helping to reinvent the brand and introduce it to a whole new generation of kids.

Even more entertainment is on the way this year, as Hasbro debuts all-new animated My Little Pony content, giving fans almost 500 minutes of brand-new adventures, including the weekly YouTube series, My Little Pony: Tell Your Tale, which launched on 7th April. In addition, debuting exclusively on Netflix on 26th May is the Make Your Mark special, which will be supported with an integrated marketing campaign including influencer content to celebrate Make your Mark Day. Complementing the new content releases is a selection of new product launches from key licensees in the toy space, including HTI, Character Options, Funko 8th Wonder and OTL. Alison Downie, global licensing and brand director at HTI, commented: “We are delighted to welcome the beloved My Little Pony brand back to our licensed portfolio. Our pony styling heads have a history of success and, with updated designs for Sunny Starscout and Princess Pipp Petals from the hugely successful movie, we are excited to inspire children’s imaginations as they style the characters’ manes.”

Character Options, is working to reduce its environmental impact by reducing waste and building more sustainable materials into packaging and products. The Company's Eco Plush is the next evolution of that journey, and marketing director Mark Hunt commented: “We are delighted to be adding My Little Pony to the Eco Plush range; it’s a heritage licence with iconic branding which is highly recognisable amongst both kids and parents.”

In addition, OTL Technologies will be partnering with Hasbro to launch a range of My Little Pony products into the consumer electronics category, while Funko will be partnering with Hasbro to deliver a new and fun way for fans to celebrate their My Little Pony fandom, with new ranges coming across both Funko Pop! and Loungefly in 2022.

IMC Toys expands licensing business model for Cry Babies Magic Tears Having recently announced a UK licensing partnership for its best-selling brand Cry Babies Magic Tears, IMC Toys continues to expand its business model with a licensing roll-out strategy for the popular collectible dolls line.

Cry Babies Magic Tears has experienced strong growth and success over the past two years, thanks in part to IMC’s 360-degree content and digital strategy. The Cry Babies Magic Tears animated series can be watched on Kitoons, the company’s official YouTube channel and comprehensive digital platform for content development. Globally, the channel has amassed over 4.4b views, 6.8m subscribers, more than 80m unique views and 481m hours of watch time.

Now in its fifth series, the Cry Babies Magic Tears adventures can also be viewed on Nickelodeon in addition to commercial shortform episodes, linear content, and a digital hub on Nick Jr. The series has amassed over 21m views (children 4-15yrs) on Nick and Nick Jr since the start of September 2020 and continues to go from strength to strength. IMC Toys’ new OTT (Over The Top) Platform will also bring viewing to streaming networks, while allowing viewers to learn about products related to the content. They can then add them to a COPPA-compliant wish list, with parents able to place orders via purchase links.

In the past two years, IMC Toys has entered into agreements with more than 65 licensees in 40 regions, launching more than 500 licensed products across publishing, apparel, educational games, personal care and confectionery. In partnership with licensing agent Retail Monster, the UK business will now launch its licensing roll-out with fashion apparel and accessories for the autumn/winter 2022 and spring/summer 2023 periods. This will be closely followed by other key categories including publishing, arts & crafts and FMCG. “The reaction to our plans from retailers within the UK market has been hugely encouraging since announcing the licensing programme,” said Kerry Tarrant, UK marketing manager, IMC Toys. “It’s an exciting time for Cry Babies Magic Tears, as we transform and expand one of our top selling IPs”.

For more information on IMC Toys’ ranges, contact info.uk@imctoys.com.

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Licensing World Beano’s CP slate continues to expand ahead of major anniversary year As weekly sales of Beano increase year on year and the annual claims the No. 1 spot yet again, the consumer products offering, managed by Rocket Licensing, also continues to grow with best-in-class partnerships.

Rubies has created costumes based on the iconic characters Dennis and Minnie the Minx, as well as a range of accessories ideal for role-play, which enjoyed strong sales for World Book Day. Rachel Lowe’s new Beano: The Board Game, meanwhile, invites families to become Dennis, Gnasher, Minnie, Roger, Billy Whizz or Pieface as they journey through Beanotown playing pranks and avoiding detection by the teacher.

RMS International offers a wide range of much-loved Beano pocket money toys perfect for creating mischief, including pea shooters, slime pots and whoopee cushions, and Aykroyd and Sons has created a range of Dennis and Gnasher pyjamas.

Next year looks to be the most ‘blamtastic’ yet, as the iconic brand celebrates 85 years since the comic first hit shelves. At the same time, the formidable Minnie the Minx will celebrate her 70th anniversary. Events are planned across the nation with more details to be announced in due course. This summer, though, families have a raft of amazing Beano activations to enjoy including licensed partnerships with both Hollywood Bowl nationwide and with VisitScotland and Scotrail. The latter sees Dennis, Gnasher and Minnie highlight the best Scottish cities for families to visit and enjoy fun days out.

Vanessa Andreis, director of Franchise Planning and Partnerships, Beano Studios, commented: “As a brand synonymous with storytelling, deeply rooted in Scotland we couldn’t be more thrilled to partner with ScotRail and VisitScotland on this campaign. Beano holds such a special place in people’s hearts that we can’t wait to be part of many special adventures and memories for families this year.”

To find out more about Beano visit beanostudios.com.

WWE to stage first major UK stadium event in 30 years WWE has announced it will stage its first major stadium event in the UK for 30 years at the Principality Stadium in Cardiff Wales. Details about the event name, ticket sales and further event updates were yet to be confirmed at the time of writing.

“Principality Stadium is the perfect place for a major event, hosting our amazing fans from Wales, throughout all of Europe, and around the world,” said John Porco, WWE senior vice president, Live Events. “The weekend will be filled with a variety of WWE experiences that we believe will leave a lasting memory, on par with SummerSlam at Wembley Stadium in 1992.”

Welsh Government Minister for Economy Vaughan Gething added: “Wales will provide an iconic location for WWE’s return to the UK after 30 years and showcase our country to a global audience of millions, including extended reach in the USA. This is set to be the perfect addition to a huge year of sport, entertainment and culture in Wales that will attract people from across the globe to experience what our country has to offer.”

WWE’s TV-PG programming can be seen in more than 1b homes worldwide in 30 languages through distribution partners including NBCUniversal, FOX Sports, BT Sport, Sony India and Rogers.

A number of toy companies have licensing agreements with WWE including Mattel which announced a multi-year extension of its global master toy licensing agreement with WWE last October, including exclusive rights around action figures, action figure accessories and kids’ toy title belts. The Panini Group and WWE also announced last October that it would become WWE’s exclusive trading card and sticker album partner, beginning in the first quarter of 2022. The deal includes multiple trading card products and a sticker album collection during the first year.

Dino Ranch airs on Tiny Pop followed by new toy range from Jazwares UK broadcaster Tiny Pop began airing Boat Rocker’s hit pre-school series Dino Ranch last month, increasing the available audience in the UK. The series had previously been aired only on Disney+ in the UK and the acquisition by Tiny Pop will be supported by a robust digital and social campaign.

After a successful launch of the Dino Ranch toy range in the US, Canada and Australia last year, master toy partner Jazwares will also bring its Dino Ranch range to retail in the UK this summer, complemented by publishing from Scholastic and followed later in the year with a selection of soft lines including apparel, dress up and bedding.

The first series of the 52 x 11’ 3D animation is also supported by a dedicated Dino Ranch YouTube channel which has delivered over 100m views since its launch last April.

Dino Ranch follows the ‘pre-westoric’ adventures of the tight-knit Cassidy family and their lively herd of dinosaurs. Now sold to over 160 countries and in 15+ languages, series two is currently in production and is set to premiere in the US this summer, including a tentpole special.

Gia Delaney, senior vice president, Global Sales, Boat Rocker, Kids & Family, said: “We’re delighted to saddle up with Tiny Pop to bring Dino Ranch, featuring the rousing adventures of the Cassidy family, to even more viewers in the UK. The show’s strong content sales and high ratings are testament to the hard work and creativity that went into producing this stand out series with strong global appeal.”

Francesca Newington, director of the Pop Channels, said: “We’re thrilled that Dino Ranch is joining our Tiny Pop line-up this April, as Boat Rocker has done an incredible job embedding heart and humour throughout the series. We can’t wait to see what our dino-loving audience of 4 to 6-year-olds makes of it.”

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Licensing World Silvergate Media launches new animated series The Creature Cases

Raft of new licensee deals for CoComelon, Blippi and Morphle Brand licensing specialist The Point.1888 and its sub agents across EMEA have signed 48 licensee deals for Moonbug Entertainment properties CoComelon, Blippi and Morphle.

The new deals come on the back of recent news that Blippi is now available on demand via streaming giants Netflix and HBO Max with Blippi Wonders joining both platforms this spring. Blippi’s Treehouse launched on Amazon Kids+ last December while Blippi’s best friend Meekah launched on YouTube last autumn.

Morphle, which launched on Tiny Pop, has seen huge success with the recent launch of clothing on Character.com and the Character Options toy release before Christmas, while CoComelon has continued to go from strength to strength, picking up awards for its consumer products programme, having won Pre-School Toy of the Year at the 2021 Toy Industry Awards. CoComelon is also the number one most-watched kids brand on YouTube globally.

In partnership with its sub agents, Brand Energy, CLM, El Ocho, ELC, Evolution of Licensing, Ferly, LDI, Lisans, Partner Plus and Spacetoons, the licensing programme is now strongly established across EMEA. New toy partners across EMEA include 8th Wonder for CoComelon (chair and heatable warmer); Amscan (Blippi dress up); Character Options ( CoComelon and Blippi toy extensions); Clementoni (CoComelon puzzles and games); Diamant (CoComelon toy extension); Hunter Price (CoComelon fidget toys); Panini (CoComelon publishing); Rubies (CoComelon dress up) and Whitehouse Leisure (Morphle amusement plush).

Bethan Garton, chief commercial officer at The Point.1888 said: “With the consistent growth and popularity the brands have experienced over the past year, this is the perfect time for new products to launch. We’ve worked extremely hard to ensure the brands have the right partners to deliver product that provide as much fun as the brands do.”

Adam Steel, director global agency, Consumer Products at Moonbug Entertainment, added: “The rapid growth of our licensee portfolio is a reflection of the strength of our brands and the work of the team at The Point.1888. We are looking forward to welcoming new high calibre partners to the Moonbug family and continuing expanding our current product lines and categories.”

Following the success of global hit IP Octonauts, Silvergate Media has launched its latest animated series, The Creature Cases.

Based on the adventures of a detective duo, who specialise in solving animal mysteries, the first season debuted on Netflix in April. Aimed at children aged 4-7 years, The Creature Cases is an original series created by head writer/producer Gabe Pulliam, with executive producers Adam Idelson and Kurt Mueller. The action/comedy detective series is animated by TeamTO, the award-winning French studio which has a strong track record of animating hit children’s shows, including PJ Masks.

Sam Snow and Kit Casey are the lead agents of CLADE: the Covert League of Animal Detective Experts, who solve animal mysteries by exploring the habitats and behaviours of fascinating and sometimes bizarre creatures. Armed with top-secret intel from their miniature contacts, the Mice Squad, the sleuths travel a world populated exclusively by animals, solving mind-boggling animal mysteries that mix real zoological facts with wild detective action.

“The Creature Cases invites young viewers to train a watchful eye on the many mysteries of the natural world,” said Kurt Mueller, EVP Creative Content, Silvergate Media and executive producer, The Creature Cases. “This show is X-Files for pre-schoolers, but instead of solving paranormal mysteries, Sam and Kit are solving strange but true animal mysteries. Each episode offers a super serving of odd zoological facts, imaginative gadgetry, and the Mice Squad. We look forward to introducing the show to audiences around the world this spring.”

Guillaume Hellouin, president, TeamTO added: “For our first collaboration with Silvergate Media, The Creature Cases was a very ambitious project. We had to push boundaries once again, far beyond what we have done before. The diversity generated by the concept of discovering a new animal species in its native environment in each of the 40 episodes was a real challenge. But thanks to our fantastic team combined with Silvergate’s talent, we managed to deliver an amazing show with a very cool design.”

Pog offers fresh licensing opportunities as it returns to UK Pog, the iconic 90s collectible game, is poised to make a major comeback in the UK thanks to the efforts of California-based Pog Unlimited, otherwise known as The World Pog Federation.

The company is currently on the hunt for UK partners that are both active and experienced in the Pocket Money category to help Pog re-enter the UK market. In France, where the game was relaunched in late 2020, sales have been very strong and UK retailers are eager to replicate the early success of the brand seen in Europe.

As a vintage brand, Pog also holds strong potential within the licensing space. Out of the billions of Pog printed between 1994 and 1998, when the game was at its peak, 30% were Pogman Pog. These humorous Pog depict a comic in a single scene, with Pogman the main character, driving collectability and consumers’ love for the game. Pog Unlimited is keen to start collaborations with a selection of licensing partners across a range of categories on deals that will put Pogman front and centre on a range of new, retro consumer products.

To find out more and get involved, contact Julien Savino, CEO of Pog Unlimited: julien.savino@pogunlimited.com.

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Licensing World Topps becomes official licensing partner of UEFA Euro 2024 The Topps Company, which earlier this year became part of the global digital sports platform Fanatics, has announced a partnership with UEFA as an official licensed partner of UEFA Euro 2024.

From this year until 2028, under the current agreement, Topps will provide official stickers, trading cards and collectibles connected to the UEFA Euro and other UEFA national team competitions including the UEFA Nations League Finals and the UEFA Women’s Euro 2025.

Already a partner of Fanatics - the company runs its official Fan Shops at major UEFA tournaments - the deal means UEFA can now leverage Topps’ iconic brand and collectibles expertise, as well as its world-class product development and manufacturing capabilities, at the biggest international tournaments across Europe.

A key partnership activation, Topps has also signed football legend José Mourinho as its Euro Ambassador. In the humorous campaign film #TheSpecialSelection, José is presented as the official sticker manager for all the national teams featured in Topps Road to UEFA Euro 2024 collections.

This means he'll be able to accomplish the one thing missing from his glittering career: managing a national team – or at least selecting the players of the national teams that will be included in the Topps sticker album.

The first exclusive products will be released in summer.

Mark Catlin, general manager International Sports & Entertainment at The Topps Company, said: “The European Championship is the biggest and most prestigious football event on a national level in Europe, recognised globally, with its very own legacy when it comes to stickers, trading cards and collectibles. We are naturally extremely happy to be the official partner of UEFA through to 2028, offering our community and football fans throughout the world the premier national players, teams and the greatest of European footballing moments.”

Patrick Rausch, chief marketing officer EMEA for The Topps Company, added: “This is more than special for us. That is why we selected none other than 'The Special One', José Mourinho - a true legend and one of the biggest names within European football. We are proud to announce the partnership and such an iconic campaign film, showing that commercials from sticker companies can actually be funny and entertaining.”

newsanalysis

Dressed for success

With a major movie year already underway, and some huge releases yet to come, Toy World spoke to Aurélie Dilain-Waclawski, licensing manager EMEA at costume manufacturer, Rubies, about the opportunities that lie ahead in the licensing sector and what makes its products special.

What major opportunities within licensing do you think 2022 offers Rubies?

The huge strength of cinema is not to be underestimated as the industry continues to make a full recovery post-lockdown. It’s hard not to be excited about the opportunities our mammoth portfolio of licences offers us in terms of cinematic releases in the coming months: we’ve got upcoming Marvel and DC Comics movies on the way, as well as Jurassic World and Minions. On top of this, the power of streaming is immense, with the raft of content available on-demand both reinvigorating existing properties and showcasing new ones. The licensing possibilities are endless, supported by some of the widest exposure to all generations we’ve seen.

What sets Rubies apart from other licensed costume companies?

Our years of experience, global reach and distribution are undeniable, and we’ve built the infrastructure required to deliver Rubies products to all our key markets. At the same time, our innovative business model provides our customers with a range of services retailers have come to expect from Rubies, which help sell our portfolio of fantastic licences. Most importantly, Rubies is a business that cares and is passionate about what it does, so much so that you’ll often see staff working in its costumes. This level of passion translates to the care, attentiveness and quality our customers see for themselves.

What are your current standout properties?

Having broken so many box office records, it’s no surprise that Spider-Man: No Way Home is one of the biggest properties on the market at the moment. We love being able to bring Spider-Man to his fans, no matter their age. The Batman has also proven

to be a massive hit, whilst Jurassic World, Sega’s Sonic and Zag’s Miraculous are all loved by audiences too. Thanks to its huge range of costumes available in a variety of sizes, Rubies offers fans both young and old the opportunity to become a part of their favourite franchises.

How is Rubies supporting its retailers this year?

By continuing to deliver our signature competitive pricing and delivering on time, we are providing retailers with two key pieces of infrastructure that help facilitate their business and growth.

Building on this, Rubies is also providing a wider reach than ever before and developing product ranges across even more variations, resulting in a 365-day a year dress-up offering that will keep customers returning to stores again and again.

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THE HERD

IS BACK!

Our mane five are back with new content launching in 2022. We are building a portfolio of Licensed Consumer Product partners for every pony.

Join us as magic returns to Equestria!

S CHARACTER OPTION OTL

HTI

RAVENSBUR

GER

MORE TO COME!

MAKE YOUR MARK!

©2022 Hasbro

Celebrate Every Pony with new friends, new adventures and ma gical discoveries.

For all licensing enquiries, ple ase contact Sally.Carnota@h asbro.co.uk

Licensing World Toikido to distribute toy line for Skydance Animation’s Luck Toikido has teamed up with Thinkway Toys to distribute the official toy line for Apple Original Films and Skydance Animation feature Luck. Starring Eva Noblezada and Simon Pegg, Luck centres around the story of Sam Greenfield, the unluckiest person in the world. When she discovers the never-before-seen Land of Luck, Sam must unite with magical creatures there to turn her luck around.

The deal will see Toikido become exclusive UK partner, distributing plush and figurines of key characters from the movie. Products will be available for distribution, hitting shelves for the film release on 5th August.

Peggy Holmes (Secret of the Wings and The Pirate Fairy) is directing from a screenplay written by Kiel Murray (Raya and the Last Dragon, Cars 3 and Cars), Jon Aibel and Glenn Berger (Kung Fu Panda 2, Trolls). John Lasseter, David Ellison, Dana Goldberg and David Eisenmann are producing for Skydance Animation.

Sam will be voiced by Eva Noblezada with Simon Pegg providing the voice for Bob, a lucky black cat who becomes Sam’s partner in the journey. The rest of the voice cast includes Jane Fonda, Whoopi Goldberg, Flula Borg, Lil Rel Howery, Colin O’Donoghue, John Ratzenberger and Adelynn Spoon.

Darran Garnham, Toikido’s founder said: “What a combination, Skydance Animation and Thinkway Toys. It’s a dream team of amazing content, distribution and product.”

Albert Chan, CEO of Thinkway Toys added: “Toikido has been doing some incredible things since launching two years ago. We have been following the company’s success and believe this will be a tremendous partnership.”

Panini launches first Warhammer collection

Hasbro and BBC partner on Bluey PlayDoh and games BBC Studios has sealed a worldwide partnership with Hasbro for co-branded classic games and Play-Doh inspired by Ludo Studio’s Emmy Award-winning animated series Bluey, which airs on Disney Junior, Disney Channel and Disney+.

The new range will feature Bluey editions of the board games Monopoly Junior and Trouble, as well as Play-Doh, and started rolling out in the US and Canada in April, with other territories to follow later in 2022 and 2023. In the UK, Bluey Play-Doh will hit shelves from 1st August, while games will follow next year.

“Bluey is a global sensation and we’re delighted to partner with a world-class company like Hasbro to give kids and families exciting new opportunities to extend the fun and imagination-fuelled play of the series beyond the screen,” said Suzy Raia, SVP Consumer Products and Business Development, BBC Studios Americas. “Hasbro’s brands are unmatched, and we look forward to a long and successful partnership that will let fans experience the joy and adventures of Bluey in creative new ways.”

“We’re thrilled to partner with BBC Studios to bring Bluey inspired games and Play-Doh products to kids and families,” said Kim Boyd, head of Global Brands and Consumer Innovation, Hasbro. “We feel that the Bluey team shares our mission of making the world a better place for all children, fans and families by helping them create memories that last a lifetime and inspire fans to dream big and imagine new possibilities. Bluey has captured the attention of kids around the world and we’re proud to help the brand grow through consumer products.”

The series has enjoyed success internationally, winning an International Emmy Award in the Preschool category in 2020. Most recently, Bluey has earned four 2021 Kidscreen Awards (Best Animated Series, Best Directing, Best Writing, Best Music), a 2021 Rockie Award (Best Animation Programme for Pre-school Viewers) and a 2021 ARIA Award for Best Children’s Album.

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The Warhammer 40,000: Warriors of the Emperor collection features 204 stickers and 50 Hero Cards with a buildable box and a double-sided pull-out Space Marines Armoury poster. Collectors can delve into the 41st Millennium where, driven by war and assaulted by the foul forces of Chaos, Xenos, Daemon and Traitors emerge from the darkness to prey upon the Imperium.

Collectors can also find Limited Edition Cards inside Starter Packs, Multipacks and Multi-sets: Callidus Assassin (inside Starter Packs and Multi-sets); Vindicare Assassin (exclusive to Games Workshop Starter Packs); Culexis Assassin (inside Multipacks and Multi-sets); Eversor Assassin (inside Multipacks and Multi-sets) and Inquisitor Eisenhorn (inside Multipacks and Multi-sets).

The launch is being supported with a widespread album sampling campaign across mass-market retail and targeting core Warhammer fans with activations across Warhammer World, Warhammer stores and the Warhammer Escape Room.

There is also heavy investment in a digital marketing campaign and across key social channels. Panini UK has secured broad distribution across key grocers, eCommerce, toy and newstrade retailers with in-store point of sale to support the launch.

Impactful FSDU placement has been secured in key grocers such as Co-Op, Sainsbury’s and Asda as well as listings in key toy retailers such as Smyths and Toymaster.

Q&A

Licensing Expo

Back to Vegas The Las Vegas Licensing Expo makes its triumphant return to the physical trade show calendar this month, once again set to take place at the Mandalay Bay Convention Center in Las Vegas, Nevada, from May 24th26th. Anna Knight, SVP of the Global Licensing Group, spoke to Toy World about what visitors can expect from this year’s unmissable event. a group that relies on face-to-face connections to drive business forward, that's been exceedingly tough. It’s also created an incredible amount of pent-up demand. Licensing Expo is where established and new brands alike come to both discover and be discovered. Brands from nearly every category are signing up to be a part of this event.

While our IP owners, manufacturers, licensees and retailers have faced adversity and continue to do so – I'd be remiss in not bringing up supply chain disruption – the pandemic also brought with it innovation, exciting new trends and a fresh way of leveraging the power of brand extension and collaboration to engage with consumers. This year's event is designed with each of the industry's challenges and opportunities in mind, from highly curated educational content that speaks to emergent trends (think NFTs and TikTok) to searchable IP that facilitates deal-making.

May 2022 marks the first in-person Licensing Expo in Las Vegas since 2019: what impact have the past three years had on the global licensing community, and how have they shaped the show's return?

Regardless of what industry you're in, it's been a challenging few years to say the least.

Our particular community has been without an in-person trade show in Vegas for three years: for

From the many conversations we’ve been having, we know that our attendee and exhibitor communities are both itching to meet face-to-face and source new potential partners - and they have three years of not being able to do this to make up for. To help attendees make their most of their visit to Licensing Expo this year, we've launched an online platform which lets participants begin sifting through available IP, schedule meetings and identify education of interest. This all adds up to create a seamless and efficient experience on-site. The platform will remain open for a month

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following the live event to simplify the process of booking follow-up meetings. Users will also be to revisit content at their convenience.

From a toy/kids' entertainment perspective, what makes Licensing Expo Las Vegas an unmissable event?

There’s an unprecedented amount of content at parents' and kids' fingertips right now. Streaming giants like Netflix, HBO Max and Paramount Plus, for example, are investing heavily in kids' content. This opens the door to virtually limitless opportunities to bring the beloved characters and stories kids watch over and over again to life beyond the screen. And that's just one slice of the pie: gamification, which helps promote learning through trusted brands, is taking off too. A good example of this is Hasbro's Peppa Pig early years learning programme, Learn with Peppa, which launched last year. The past three years have radically transformed how kids learn, play with friends and consume content. Now more than ever, the toys and kids' entertainment industry needs face-to-face connection and on-display trends that will allow it tap into the opportunities at hand and learn from one another, as we collectively adapt to changing consumer habits.

It’s also worth bearing in mind that the licensing community hasn't had a chance to reconvene at a trade show yet this year. As a result, support for this year's show is staggering; retailers are right in the midst of their buying calendars and manufacturers

BLUEY TM and BLUEY Character logos TM & © Ludo Studios Pty Ltd 2018.

YuGiOhCardEU www.yugioh-card.com/uk

AVAILABLE JUNE 2022 ©2020 Studio Dice/SHUEISHA, TV TOKYO, KONAMI

*Date subject to change

Q&A

Licensing Expo Licensing Expo Las Vegas has adopted a theme for the first time ever – LocationBased Experiences (LBE). Why? And why now?

As a theme, Location-Based Experiences really is the perfect way to celebrate being in person again. We've been locked inside for so long, and everyone is so eager to experience things again, to be a part of something bigger than themselves. This feeling is encapsulated by LBE. Interactive, fun and intentional, this is a trend that's bringing brands to life in a way that transports consumers into a different reality.

We have some pretty exciting plans in the works, including experiential installations and activations produced both by us and jointly with select exhibitors. I'm afraid I don't have much more to share at this point in time, but I promise it will be jaw-dropping. Watch this space.

and licensees are looking to uncover the latest trends and available IP. Visitors won't want to miss out on the chance to meet with some of the most sought-after retailers and licensees. The latest registrations include Target, Walmart, Zumiez, Aldi, C&A Group, Carnival Cruise Line, ColourPop Cosmetics, General Mills, Kraft-Heinz, Toys R Us, Mars Retail Group, Build A Bear, Inditex, Disguise, Educas Boras, HTI Toys, Mad Engine, McDonalds, Panini, Simba Dickie, Spin Master and Tomy, alongside many others.

What's the latest news on the show re: exhibitors, events, etc.?

Exhibitors are pouring in. We have more than 200 already signed and more signing up daily. To name a few: Paramount, Hasbro, Warner Bros. Consumer Products, Mattel, NBCUniversal, Sony Pictures Consumer Products, Lego, Joester Loria Group, Buzzfeed, Moonbug Entertainment, The Pokémon Company, NFL Players Association, Jazwares, Brandgenuity, Banijay, Crayola, BBC Studios, Bandai Namco, and Peanuts Worldwide. Licensing

Expo is the only place you can reconnect with all the major entertainment studios under one roof this year, alongside the hundreds of other brands from categories ranging from sports to FMCG. We know networking, education and fun are all part of the Licensing Expo experience as well.

Licensing International is hosting its annual award ceremony on the Monday night, celebrating the inspirational work the industry has produced this past year. Excitingly, we're also bringing back the official Opening Night party, hosted at Daylight Outdoor Beach Club. We recently previewed the highly anticipated Licensing U agenda, produced

by Licensing International, featuring content geared toward newcomers and industry veterans alike. Topics span the basics of licensing, NFTs, retail, TikTok and more, and we're eager to reveal additional content soon.

And now that we're in person again, the character parade is back. Speaking personally, I am so excited to see new and returning characters dance down the aisles again. It’s going to be both reminiscent and emotional, which is what licensing is all about.

How are you ensuring that the return of Licensing Expo Las Vegas will be a success for all involved?

Times have been tricky, and they still are for many. It's been a turbulent period for many within our community, to say the least, and we recognise people are looking for answers at Licensing Expo.

We're doing everything we can to help everyone get the most out of their time on-site, from meeting with the right people to learning new solutions that help move business forward.

The online platform is your friend. The introduction of an online element designed to complement the live event provides a platform for exhibitors to showcase who they are and their available IP, while also helping attendees get a head start on sifting through IPs of interest and scheduling meetings. I suggest visitors log into the online platform to see this for themselves. It's easy to use, helps attendees sort through IP by category, and facilitates matchmaking and scheduling.

If you're not registered yet or are seeking booth space, visit www.licensingexpo.com for more information.

Licensing Expo After-hours & Networking Programme Overview Monday 23rd May, 5:30pm-8:30pm: Licensing International Excellence Awards sponsored by Alifish and InSpirit Designs Awards from 6pm-7:15pm. Free entry.

Location: Light (Mandalay Bay, 3950 S Las Vegas Blvd)

Keynote & Content Programme Overview

Tuesday May 24th, 5:30pm-late: Licensing Expo Opening Night Party irst-come-first-serve attendance, free entry. All attendees must be F registered for Licensing Expo to gain entry.

Location: Daylight Outdoor Beach Club (3950 S Las Vegas Blvd)

Wednesday May 25th, 5:30pm-7:30pm:

Tuesday, May 24th and Wednesday May 25th, 12pm-12:45 pm: Licensing Expo keynote presentations delivered in-person on the show floor.

Licensing U, presented by Licensing International, returns to the show floor with content available May 24th through to May 26th.

Thursday, May 26th, 11am-12:00 pm: License This! Competition live finale.

Exhibitor Drinks Free to attend, exhibitors only.

Location: Eyecandy Sound Lounge and Bar (inside the Mandalay Bay casino)

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Vegas Preveiw

BBC Studios www.bbcstudios.com | mandy.thwaites@bbc.com Stand N204 Bluey is now the number one Disney Junior show in America and recent data from Nielsen recorded US audiences streaming 298m minutes of the animation in just one week on their TVs (excluding computers and mobile) – that’s more than 560 years of Bluey in a week.

Global audiences have also taken the Australian Blue Heeler family to their hearts, with the show featuring in the top three Disney Jr shows in six EMEA markets and topping the charts for reach in the UK on CBeebies for January and February this year. Bluey is now airing in more than 60 countries with top tier broadcasters.

BBC Studios says the secret formula for the hot property is in the DNA of the series. Bluey focuses on play and family life and centres on a six-year-old Blue Heeler dog and her adventures.

Bluey is supported by a growing, global team at BBC Studios, which holds distribution and licensing rights as well as being co-commissioners, and has recently signed a global deal with Hasbro for Play-Doh and classic games Monopoly and Trouble, with the licensee joining a list of global partners which includes master toy partner Moose Toys and master publisher Penguin Random House.

Crayola has also signed a multi-territory deal for Bluey, which was initially launched in the US with strong sales, before launching in UK, Canada, Australia and New Zealand earlier this year. Colgate’s recent launch in Australia, New Zealand and Fiji saw Bluey become the first Australian brand to feature on its products. With a raft of other deals recently announced in US, LATAM and EMEA markets, BBC Studios is expected to have agreed full scale partnership programmes in these regions by the end of 2022.

Bluey has scored an International Emmy Award, four Kidscreen Awards and a host of AACTA awards in its native Australia, where it also topped the album charts (a first for a kids’ album).

Although Bluey is establishing itself globally, the show only launched in 2018 and is still on its second series on Disney.

Series three debuted in Australia on ABC in late 2021 and is set for release on Disney+ this year.

Pokémon www.pokemon.com/uk | j.kellman@pokemon.com Stand: Level 1 S202 After a sensational 2021 when Pokémon’s 25th anniversary celebrations took the iconic pop culture brand to new heights, 2022 is proving equally exciting. A host of new releases and activity are set to build on last year’s retail success, which saw a significant increase in sales across Europe for the Pokémon TCG and toy ranges.

Master toy partner Jazwares is launching its biggest ever Pokémon range this year which includes a host of innovative new products such as the Electric Charge Pikachu which is now available at retail. Funko has added to its growing range of collectibles, and Mattel’s Mega Construx Pokémon range continue to build sales with new Mega Construx Pokémon Build & Show Eevee Mega Construx, Pokémon Build and Show Pikachu Evolution Trio. This summer, Ravensburger will launch its first Pokémon SKU within its Painting By Numbers arts and crafts range.

Pokémon Unite, Pokémon’s first strategic team battle game which launched last September, continues to add new content and updates to maximise player experience. Available for Nintendo Switch and mobile devices, Pokémon Unite enables cross-platform play as players face off against each other in five-on-five team battles.

The latest series in the globally popular Pokémon animation, with an original storyline set in the Hisui region, is currently in production, with the launch expected online later in the year.

A highlight for fans, the 2022 Pokémon World Championships is coming to the UK for the very first time and is scheduled to take place from the 18th-21st August at ExCeL London. Top Pokémon players from around the globe will join together to compete in the Pokémon Sword and Pokémon Shield video games, Pokémon TCG, Pokkén Tournament DX, Pokémon UNITE and Pokémon GO for the title of Pokémon World Champion.

The eagerly awaited new Nintendo Switch titles Pokémon Scarlet and Pokémon Violet will also launch this autumn. Exploring an open world where various towns with no borders blend seamlessly into the wilderness, the games take a new evolutionary step in the Pokémon core series of Pokémon RPGS, and feature three new first partner Pokémon.

In 2021, Pokémon TCG sales broke all previous records in Europe with three-digit year-on-year gains across the majority of key territories. The new TCG expansion arrives in May: Pokémon Sword and Shield—Astral Radiance. Fans can discover a vast wilderness unlike anything ever experienced, encountering various Hisuian Pokémon VSTAR and other powerful Pokémon from the Hisui region. Through this expansion, fans can discover a new kind of Shiny Pokémon: Radiant.

In addition, the highly anticipated Pokémon Go TCG expansion, a special collaboration inspired by the popular mobile game, launches in Elite Trainer Boxes, collectors’ tins and special collections from July.

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WildBrain CPLG hello@cplg.com Stand E154 Global agency WildBrain CPLG exhibits at Licensing Expo following robust global growth, having recently bolstered its North America operations, opened an office in India and announced plans for Asia Pacific that include expansion in Shanghai and new offices in Singapore, Taipei and Seoul. The agency’s newly launched Aapire division will now provide a dedicated home for its rapidly growing Corporate & Lifestyle brand representation business.

Now in its 50th year, WildBrain CPLG will showcase new brands, initiatives and creative assets across its portfolio of entertainment, corporate & lifestyle, and sport properties, with WildBrain-owned brands Strawberry Shortcake, Chip and Potato and Teletubbies headlining the slate.

With a popular new animated series, Berry in the Big City, featured on Netflix and YouTube, and more global distribution partners in the pipeline, Strawberry Shortcake is back with a new look. The all-new Strawberry enjoys an extensive licensing programme including a master toy range from Moose Toys, publishing from Penguin Random House, a new Roblox game and partnerships spanning apparel, accessories, games, events and more. Promotional partnerships in the US include a produce-aisle takeover in grocery stores with Sunkist Growers, Envy Apples and Naturipe, plus activations from Little Debbie, Pinkberry, I’m the Chef Too!, Snip-Its, Dippin’ Dots and Zolli Candy.

The classic Strawberry Shortcake brand is also enjoying a surge in popularity with multiple new deals signed across North America, including Boss Fight for articulated scented figures, fashion ranges from Unique Vintage, Samii Ryan (BSR), Dolls Kill and PacSun, and cosmetics from Glamlite, with many more soon to be announced.

WildBrain’s original Chip and Potato brand, now enjoying its third season on Netflix, also features on this year’s slate, with new plush and homewares & bedding launching.

Perennial favourite Teletubbies is currently celebrating its 25th anniversary year with a calendar of partnerships and activations lined up, including lighting up the Empire State Building in iconic Teletubbies colours, influencer programmes, surprise TV appearances and taking the brand into the metaverse with Azerion for virtual goods in online social games Habbo and Hotel Hideaway, and Jibjab for e-greeting cards.

The wider entertainment line-up includes Moose Toys’ hit brand Magic Mixies, for which WildBrain CPLG is signing its first US and Canadian deals across apparel, home, arts and crafts, accessories, back-to-school, sleepwear and hosiery.

From Aspire, the agency’s newly rebranded Corporate & Lifestyle division, there are opportunities across new rights including Sauber Motorsports’ Alfa Romeo F1 Team Orlen, The Master Lock Company and the University of Southern California.

Aspire’s slate also features Yale University, which continues to deliver strong international success across apparel and accessories, including an upcoming collection with India’s largest fashion retailer, Reliance, and further expansion planned into homewares, gifting and back-toschool categories.

Rainbow Group +3907175067500 | www.rbw.it licensingdept@rbw.it Stand A170 Italy’s Rainbow Group is back at this year’s Las Vegas expo with an extensive brand portfolio and many licensing opportunities for pre-school, kids and young adult audiences.

Among the new entries to be showcased is Pinocchio and Friends, which is already a hit with Italian audiences and will soon debut on other international TV networks including UK’s leading free-to-air channel CBeebies.

Following the deal with the BBC, CBeebies will air the episodes of the first 26 x 12’ series from 30th May. The appeal of the series has already led Rainbow to sign partnerships in the licensing sector, which will bring the colours and joy of Pinocchio into the homes of its many fans through a wide range of categories.

Also new is Summer & Todd Happy Farmers. The 52 x 7’ CGI pre-school show starring a team of animal farmers debuted last year and is growing steadily thanks to solid educational and entertainment foundations allowing for development into licensing. Many product categories are already involved, and the show promises to engage wider audiences worldwide.

This year also sees Rainbow showcasing two recently added third party licences from the artistic scene, Lucia Heffernan and Jack Ottanio, which the group represents internationally.

Lucia Heffernan is a visionary artist, a painter with a unique style, and her artistic universe gives voice to human emotions through animals. The extravagant, theatrical, and often humorous artistic repertoire that viewers can relate to on an emotional level, offers many opportunities in the licensing world.

Jack Ottanio is the latest licence entry in Rainbow’s portfolio and his visionary, futuristic, eclectic, emotion-driven pop art is unmistakable with a vast body of work to tap into. Jack’s portfolio already includes more than 70 stylish and marketable designs, as his output continues to swell an impressive compendium of unique, collectable, and versatile pieces.

Last but not least are Rainbow’s top global successes, Winx Club and 44 Cats.

Celebrating 18 years of steady growth, the Winx Club brand is an established global franchise in multiple formats, including the latest original live-action Netflix series Fate: The Winx Saga. The ongoing success of the live action format sparked a new licensing chapter, supporting the release of a second season coming on Netflix in 2022. Building on the solid fanbase grown through the animated content, Winx Club has become a versatile property running on two target strategies: girls and young adult.

44 Cats is popular in the pre-school licensing sector, with many historic and new licensees who are taking up the brand and constant development in new categories and formats.

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Sega 020 8996 4594 | www.sega.com Stand Q226 Sonic the Hedgehog 2 has already established itself as the highest-grossing kids movie of the pandemic era, generating $72.1m during its domestic debut weekend in the US. The Paramount Pictures movie, a sequel to the February 2020 hit, exceeded estimates and also beat the original Sonic the Hedgehog movie, which collected $58m in domestic ticket sales over its opening weekend.

Sonic 2 is a combination of live action and animated film which tells the story of the eponymous hero who goes in search of an emerald before it can fall into the hands of evil villain, Dr. Robotnik, played by Jim Carrey. Parks and Recreation actor Ben Schwartz is the voice of Sonic.

Before its release in the US and Canada, the movie was already available in 31 countries, mostly across Europe, while it also opened in Asia and Latin America after it made its US debut.

The Sega team will be attending Licensing Expo, where it will be sharing the latest news around the Sonic the Hedgehog licensing programme, including the master toy range. This includes the Giant Eggman Robot Battleset by Jakks, which brings gameplay to life through an interactive play set experience. Featuring a working catapult, players can fire a balled-up Sonic at the giant robot’s chest: three direct hits result in an explosive victory, as the robot’s limbs fly off in all directions.

Jazwares 020 3598 5119 | www.jazwares.comit Stand 0214

Penguin Ventures www.penguin.co.uk Stand E115 Penguin Ventures will have a dedicated presence at Licensing Expo this year where it will be representing its portfolio of classic brands: Peter Rabbit, Spot, The Snowman and The Snowdog, and Flower Fairies.

In celebration of Peter Rabbit’s 120th birthday year, Craft Buddy has recently launched its diamond art painting range in the UK and will continue to expand in key global markets including North America. New partners to the Classic Peter Rabbit programme in North America include Little Road Co. which recently launched its Peter Rabbit apparel and accessories range, and Dreamland Baby. This range of safety-certified weighted sleep suits, pyjamas, bedding and toddler blankets launches in August and features proprietary CoverCalm Technology.

In the play and learning space, Phidal has followed up its success with a new range of Classic Peter Rabbit titles. In addition, brand new licensee Aspinline will launch a range of Peter Rabbit fabric badges and pin badges later this year.

Penguin Ventures has also been working on new and expanded ranges with key current partners including Kids Preferred, which has launched a book and toy set for the Carter’s Story Hour book and plush programme. Longstanding partners Pottery Barn and Williams Sonoma continue to evolve and expand their homeware, confectionary and gifting collections, and Penguin Ventures partnership with Zrike also continues. The licensee will be launching a range of new Peter Rabbit homewares.

Toy and licensing powerhouse Jazwares will bring its ever-popular Squishmallows plush brand to this year’s Licensing Expo. Squishmallows’ monumental growth has fuelled exciting global cross-category collaborations across beauty, games, apparel, home decor and more, adding to the brands’ portfolio of bestin-class licensing partners.

As Squishmallows continues to evolve into a global lifestyle brand, Jazwares will be creating new UK licensing partnerships, teaming with best-in-class licensees to create product extensions for fans and collectors.

UK Squishmallows sales doubled in 2022, whilst ranking as the second fastest growing property on UK NPD. The incredible results at retail are further fuelled by out-of-aisle activations across all major retailers supported by a robust marketing campaign where the UK’s biggest TikTok stars showcase their Squishmallows Squads.

This year, Squishmallows was awarded the Toy Association’s overall Toy of the Year Award, while also hitting over a 125m plush sold milestone. On social media, Squishmallows content generated over 6b video views on TikTok and @Squishmallows (and related hashtags) tagged in more than 1m Instagram posts. In addition, the Squishmallows social media channels have ballooned to more than 827,000 followers and nearly 100 global and local Facebook groups have been created by fans. In the metaverse, recently launched Squishmallows on Roblox continues to entertain fans of all ages ascending to the number one toy game by concurrent players with a massive 1.5m monthly active user base.

Recognising the brand's vast global audience and multigenerational appeal, Jazwares created its first Squishmallows global licensing programme last year supported by some of the biggest names in consumer and lifestyle products including Bioworld, BigMouth, BBC International, Franco Mfg., Fashion Angels Enterprises, Primary Colors and HarperCollins Publishers. Following a successful launch in the US, an extensive UK programme will debut with soon-to-beannounced licensees across multiple categories including bath and beauty, swimwear and apparel, bedding and more.

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Company Profile

HoloToyz

Adding tech to play

Kid-tech specialist HoloToyz has enjoyed a remarkable first couple of years, largely thanks to the passion and drive of its co-founders, husbandand-wife team Declan Fahy and Kate Scott, and Paul Cosgrave, a longtime business partner. In this exclusive interview, Declan and Kate share why they believe tech has a place in play, what new licensing deals bring to the table, and their plans for the future.

‘

Positive’ is perhaps not a word everyone would choose to describe the past two years, but for HoloToyz, which was officially founded during the first lockdown in March 2020, it’s a very suitable one. Right before Covid struck in Europe, Kate explains, she and Declan had exhibited the HoloToyz concept – stickers, temporary tattoos, books and wall decals that come to life through the magic of Augmented Reality (AR) - in Nuremberg. It proved so overwhelmingly popular that upon their return from the show, the duo, whose backgrounds are in digital sales and marketing, decided to take the plunge. Just over two years later, HoloToyz has major licensing deals with Paw Patrol and Sonic the Hedgehog under its belt. The company also won Silver in the Editor’s Choice Awards at London Toy Fair 2022, following a snap decision to exhibit following the cancellation of this year’s Spielwarenmesse – not bad considering

the company, up to now, has been run primarily from Kate and Declan’s living room.

“In 2021 we took part in Spielwarenmesse digital, and it was at that point licensors started to get in touch with us about working together,” Kate says. “We’re now working with Paramount on launching our Paw Patrol range. In 2021, we were also introduced to the team at Sega, who loved what we were doing and saw a real synergy with Sonic the Hedgehog. The timing of these deals couldn’t be better: the recent Paw Patrol movie was a huge success, and a follow-up has now been greenlit, while Sonic 2 has just landed in cinemas. A third feature length Sonic movie, a new animated series and a game are also in the works; there’s so much going on and things are accelerating all the time.”

Declan notes that Covid appears to have either helped or hindered businesses. When viewed through

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the HoloToyz lens, it’s certainly done the former.

The pivot to digital meetings and shows has made the world smaller and infinitely better connected, helping the pair get in front of people across the globe without the associated travel costs and ‘dead’ time – time which could be better spent working on things behind the scenes. It also made it easier to secure meetings with big companies that might not have had the time or inclination offer slots at busy trade shows, something many start-ups find challenging. Finally, the shifts in the ways of working brought about by Covid have also allowed Kate and Declan to strike a much happier balance between work-time and family-time, something they both feel is exceptionally important.

The couple have two children, a five- and an eight-year-old, and their experiences as parents have helped shape their view of the toy sector. Kids these

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Company Profile

days are digital natives, Declan notes, and therefore enjoy interacting with, and seeking out, technology.

HoloToyz isn’t the first company to bring AR to play, but it’s seeking to leverage it in a new and very innovative way. The HoloToyz tech adds a layer of fun and education to traditional toys for generation Alpha. At the same time, the duo know a connection to the physical world remains important, which is why HoloToyz is growing its portfolio with new physical toy products.

We pressed Kate and Declan on the idea of screens being a part of play. It’s a divisive topic: you’re either Team Screen, or Team Screen-Free. In response, Declan recites a quote by the BelarusianAmerican entrepreneur, author, speaker and internet personality Gary Vaynerchuck, whose big ideas on tech and the future of societies are seeping more and more into the kids’ space: ‘Don’t put the past on a pedestal and demonise the future.’

“Yes, children today do have screens in front of them a lot of the time – and in the future, they’ll practically be living in screens,” Declan expands.

“Like it or not, the digital space is only getting bigger, and AR is a growing part of this. HoloToyz speaks to parents looking for toys made for the kids of today.

We know our concepts won’t appeal to everyone, and nor should they: brands shouldn’t be a hit among absolutely everyone. If they were, we’d see just a few companies with a monopoly on practically everything.”

Kate interjects here with her opinion – one shared by many, we’re sure – that fear kills growth. She says HoloToyz has experienced pushback from retailers that won’t stock anything involving screens. Both

HoloToyz

she and Declan are entirely at peace with this, noting that such retailers clearly aren’t their target market and that everyone in business must stick to their principles. There’s plenty of space in this industry for both traditional and tech toys: after all, if all parents took a strict screen-free view, Nintendo arguably wouldn’t exist. And plenty of retailers are on board in a big way. A buyer at FAO Schwarz in Dublin, for example, is apparently hugely excited to ‘finally find something cool the kids of today will love’ in the HoloToyz range.

Kate also reiterates an earlier point Declan made, regarding the way HoloToyz AR tech enhances physical play. The company’s books, stickers, tattoos and wall decals can be enjoyed without using the 100% kid-safe app HoloToyz has created for the purpose of bringing the AR to life. The company’s new Paw Patrol tattoos and stickers, for example, offer exactly what you’d expect from a traditional creative product: it’s just that kids can then bring them to life with AR. The tech is an ‘as well as’, not an ‘instead of’ addition to traditional physical play, something the co-founders are keen for parents, retailers and licensors to understand.

As the HoloToyz business gathers pace, there’ll be a 60-40 split in favour of the company’s own content. The rest will be licensed. Education will play a core part in product design, with tangible learning outcomes on offer: there’s much more awareness now of how different learning styles impact a child’s development, and many studies have shown that AR can boost learning among those who favour visual educational styles.

As mentioned earlier, HoloToyz has struck some very impressive licensing deals considering its tender age. Describing the landing of the Paw Patrol deal as a ‘pinch me’ moment by Declan, the pre-school property caters perfectly to 3–6-year-olds. Sonic, meanwhile, skews slightly older, from 7-10-year-olds, and is very popular among parents who remember the character from their own childhoods. Together, the two properties neatly span the company’s entire target market. In addition, they have given the company the scope to massively push the boundaries of what its technology can do. The Paw Patrol range, to give one example, lets kids place the animated pups in the room with them and pose for photos and videos even interact with them.

Kate and Declan are clearly enjoying working in the licensing sector, which they describe as friendly and supportive. Early on, they tell me, the marketing and licensing consultant Julie Ball was generous with both her time and her experience, and the HoloToyz co-founders are exceptionally grateful for her guidance. By the sounds of it, their experiences with Julie are reflective of how they have found everyone in licensing; indeed, the pair can’t sing the praises of this industry enough.

Conversations with new licensors are ongoing behind the scenes. Toy World is in the know but can’t reveal anything at this stage, other than that the properties in the spotlight are very big indeed.

“It’s very important to note that we’re not working with a property just for the sake of it,” adds Kate, as Declan nods enthusiastically. “We’re choosing to work with licences we believe in; they have to align with our strategy and vision, and they also have to bring value to parents. We’ve said no to licences because they don’t meet these criteria. We love Paw Patrol, we love Sonic, and we love the other properties we’re in talks with. We won’t sacrifice that integrity.”

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HoloToyz has set its sights on growing its international distribution network. Its licences are both available and popular in a wide range of countries, while the core range of generic product – which will never form less than 60% of the business - holds global appeal. Another key goal, Declan explains, involves localisation. He says London Toy Fair showed he and Kate there’s a ‘hunger’ within the toy industry for a localised app that offers something for everyone, no matter where they’re from. This will help turn HoloToyz into a truly global brand. The company is also working with international experts to plug the gaps in its setup in terms of finance, sales and creative processes, and to really get under the skin of the company’s DNA. Product development is a part of this. The company was founded with a view to bridging the gap between physical and digital play, and it therefore wants to take ownership of an AR category in toys. Over the next two to three years, HoloToyz will be building out its core toy offering. Kate says one piece of feedback she and Declan receive at times is that the company name currently isn’t reflective of what it makes, but new developments will rectify this. Product will largely sit within the activity and crafting categories – play patterns that have stood the test of time, and products which will be elevated by AR. Kids will be able to create something of their very own, then bring it to life through the magic of augmented reality.

Kate and Declan’s backgrounds in digital sales and marketing give them real insight into what retailers need from their suppliers. Brand awareness is key, especially for a young company such as HoloToyz, so the pair has created impressive POS and is more than happy to work with retail partners on bespoke solutions tailored to individual stores. As a very audiovisual brand, digital will be key to marketing efforts.

Trusted content creators will be a part of the mix, demonstrating the HoloToyz books, stickers, tattoos and wall decals to their many followers. Millennial parents are a key target market. The end goal will be to drive consumers into bricks & mortar stores – something that will be music to the ears of many a Toy World reader.

“We’ve been welcomed into the toy industry with open arms, and we’ve already made what I’m sure will be lifelong friends over the past two years,” adds Kate.

“Since winning Silver in the Editor’s Choice at London Toy Fair, there’s been a great buzz around HoloToyz and what we do, and we’re both really looking forward to what lies ahead. Our technology offers huge opportunities for the toy industry, and allows kids to play and learn in a new, immersive way. And from the conversations we’re having, this is both recognised and appreciated.”

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Character Licensed Merchandise

Bandai UK 020 8324 6160 | www.bandai.co.uk The CoComelon licensed toy range, manufactured by Jazwares and distributed in the UK by Bandai, launched two years ago and has evolved to offer an exciting collection of character figures, vehicles, plush, dolls, role play, play sets, and a new toddler toys category. New character-based SKUs include hero items such as the Cody Doll, Boo Boo JJ Doll, Musical Cash Register and JJ’s Clubhouse Playset.

Bandai UK will distribute a new range of licensed figures, plush, dolls, play sets and vehicles based on the pre-school hit True and the Rainbow Kingdom. From sub-£5 Mini Wishes collectibles through to the 4” articulated character figures, True’s Mushroom House Playset and 12” Doll with sounds and LED lights, the range offers a comprehensive collection that stands out at retail.

Bandai brings one of the most successful manga and anime series of all time to life with its extensive range of action figures. The range includes everything from 30cm super-sized Limit Breakers to mini-blind bag collectibles. Perfect for the avid collector, the highly detailed Dragon Stars figure range welcomes additional waves of new characters throughout the year, while continued development of the Evolve and Limit Breakers Figures brings mass audience appeal to the younger Dragon Ball fan.

Celebrating 25 years since its first introduction to the UK market, the original virtual pet, Tamagotchi, has evolved to include a portfolio of licensed Tamagotchis. One of the most highly sought-after versions is the R2-D2 Tamagotchi. This Nano Tamagotchi is available in two skins and includes exclusive games, animated clips and additional Star Wars characters, along with the signature nurturing play pattern. Other licences to receive a Tamagotchi makeover this year include Demon Slayer, Toy Story, Jurassic World and Tiny Tan. Launching later this year, a range of highly detailed action figures and play sets based on both the classic Star Trek Universe and the new, animated Star Trek: Prodigy series will be available in the UK market. With a new live-action theatrical release planned for 2023, the collection is set to appeal to existing fans and a new generation of enthusiasts. The range includes 5” collectible character figures plus a 21” scale version of the Starship Enterprise.

McFarlane Toys enjoys strong partnerships with some of the world’s leading Gaming, TV and Anime businesses, resulting in Bandai’s portfolio of highly detailed figures and collectibles based on the hottest properties. Key for 2022 is the DC Multiverse 7” character figures, with versions spanning the movie, TV and comic franchise. Bandai introduces the DC Multiverse Build-A-Figure series. Build-A-Figure lines each contain four characters from a shared story arc, allowing collectors to build a fifth character by purchasing all four SKUs within each series. McFarlane’s range of 7” Mega Figures bring some of the largest characters to life with attention to detail at competitive price points.

Other licensed collector ranges within the Bandai UK portfolio include Shokugan, Anime Heroes, Chibi Masters, and Banpresto.

Currently the No.1 kids show on Netflix, the No.1 kids TV show in the UK, and among the highest ranked Girls’ shows across all networks, Miraculous follows the adventures of high-school student Marinette and her Ladybug alter-ego. With a new feature film debuting in autumn, the show’s popularity continues to soar along with demand for licensed product. Bandai UK has invested heavily in the brand and now offers a cross-category portfolio of fashion dolls, play sets, role-play accessories, plush and sell-out Kwami collectibles.

New movie lines include 26cm fashion dolls and Ladybug’s Transforming Scooter as seen in the feature film. Ladybug’s magic yo-yo transforms into her signature red and black scooter at the press of a button and is compatible with all the 26cm dolls. A special edition 26cm Marinette fashion doll complete with deluxe ball gown outfit and accessories allows children to bring to life one of the movie’s key storylines.

Ladybug and Cat Noir movie fashion dolls, alongside a twin pack containing both characters, are available, with each SKU offering exclusive outfits and accessories.

Vivid Goliath 01483 449944 | www.vividtoysandgames.co.uk With over 68b lifetime views, data indicates that one in three kids in the UK now own a Ryan’s World toy.

Moving into Series 9 for autumn/winter 2022, the core pocket-money range is set to benefit from fresh new launches of Mystery Figures, Squishy Figures and Surprise Putty. The range will also be bolstered with the all-new Series 7 Mini Mystery Eggs. Kids can feel just like Ryan as they unbox and discover a whole host of Ryan’s World fan-favourites including figures, stickers and more.

Ryan entered autumn/winter with an exciting new theme: Titan Universe. Wherever a hero is needed, Red Titan is there to save the day. This limited-edition collection of heroic Ryan's World figures invites kids to meet the character and his superhero gang as they explore Red Titan's Universe. The range includes all the Ryan’s World fan favourites including Mystery Figures, Mystery Micro Figures and the allimportant Eggs. The range will also introduce a large scale Titronic Treasure Chest which transforms into the Mega Mecha Titan. Kids first unbox the chest to discover the surprises, then transform it into a robot for hours of Titan fun.

The range will also be supported by engaging product videos featured on Ryan’s channel that will showcase the theme and products to his legions of worldwide fans.

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Character Licensed Merchandise

Hornby Hobbies 01843 233 500 | www.corgi.co.uk /www.scalextric.com sales@hornby.com Scalextric has combined two of the most iconic TV and film franchises of the 80s to produce its Back to the Future vs. Knight Rider set, AKA: the Time Machine vs. K.I.T.T. or Marty & The Doc vs Michael Knight. Available this summer, this set includes a circuit of Scalextric track and two detailed cars with features including a Flux Capacitor light and K.I.T.T.’s strobing red front grill light. This set will be supported by a mass awareness campaign both offline and online. Kicking off in the summer, the campaign will target millennial parents and fans of pop culture.

Scalextric has also expanded its film and TV range for 2022 with unmissable cars including the famous Bluesmobile and Mr. Bean’s DoIt-Yourself Mini, along with a host of James Bond’s famous vehicles from across the decades.

Ideal for younger Scalextric fans, the Micro Scalextric Batman vs. Joker race set features over four metres of track offering nine layout options including a loop-the-loop and half pipe, alongside two-character cars modelled on the famous Dark Knight and Clown Prince of Crime. The set will be supported with a robust TV campaign with 150+ TVRs, as well as 800,000+ views via YouTube advertising.

Available at an alternative price point for retail, Micro Scalextric also offers the new Batman vs. Joker – The Race for Gotham City race set. The set includes Batman and Joker cars and a generous 5.7 meters of track which can be used to create two loop-the-loops and 12 different race circuit options.

This set, as well as the Micro Scalextric James Bond 007 race set featuring the iconic the Aston Martin DB5 and Aston Martin V8, will be supported with paid social media ads as well as PR campaigns targeting entertainment titles, toy and hobby titles, and influencers.

Licensed film and television releases have remained the most popular part of Corgi’s product offering since the mid-1960s. Forever synonymous with the James Bond licence and the iconic 261 Aston Martin DB5, Corgi continues to deliver products that tie into multiple entertainment properties, with plenty more to come.

For 2022, Corgi has announced a new multi-year partnership with Aardman Animations that will see it launch new die cast products based upon the iconic Wallace and Gromit and Shaun the Sheep franchises. Working in close collaboration with the Aardman team, Corgi will debut multiple exciting new products over the next few years starting with a unique Austin A35 van designed exclusively by the team at the multi-award-winning animation studio. Items created to celebrate the 2023 30th anniversary of the classic Wallace and Gromit film The Wrong Trousers will also be available.

Harry Potter continues to be a big winner for Corgi. In a few months, a new item will join the Wizarding World collection. Hagrid’s Motorcycle and Side Car is replicated at 1:36 scale and features new sculpted figures of Hagrid and Harry Potter based upon their appearance in Harry Potter and The Deathly Hallows: Part One, the seventh film in the celebrated cinematic franchise.

James Bond remains Corgi’s most popular range of licensed products. As well as an ongoing line of premium 1:36 scale vehicles from across the franchise, work continues to progress well on a new 1:12 scale Triumph Scrambler 1200 as seen in the most recent film No Time to Die. Perfect for the collector market, this product is intended to mark the start of a new range of 1:12 scale motorcycles made in close collaboration with the team at Triumph Motorcycles and is set for release in time for Christmas.

Hornby Hobbies will be producing a catalogue which features hero toy lines from wits portfolio of brands. To get a copy, contact the team on the details above. In addition, Corgi’s next wave of product announcements for 2022 will go live from Monday May 9th 2022.

Lisciani www.liscianigiochi.com | danny@allinoneproducts.com Lisciani, a global educational company that has been designing, developing and manufacturing educational toys and games for the last 30 years, counts CoComelon among its powerhouse properties.

Popular lines in the range include the CoComelon Super Desk Edu Games and the CoComelon Edu Games Collection, both of which are perfect for young learners aged two years and over.

The CoComelon Edu Games Collection comprises a raft of educational games set in the enjoyable world of CoComelon. With this set of games, parents can support the development of their child’s logic, fine motor skills, sight, touch and much more. The games are made with self-correcting puzzle cards so that kids can correct themselves during play.

The CoComelon Super Desk Edu Games is a robust table that invites younger children to have fun with a rich collection of educational games. Inside, kids will find activities to help develop logic, attention, memory and imagination, while colourful pictures from the world of CoComelon make learning both fun and engaging.

For more information about the Lisciani collection, which benefits from extensive marketing and PR support, contact Paul Fogarty from Two in 1 Direct on the email listed above.

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Character Licensed Merchandise

Amscan 01908 288500 | www.amscan.co.uk Amscan has extended its popular party ranges for 2022, with the hottest pre-school properties now featuring across balloons, tableware, decorations, costumes and more.

The educational animated series Blue’s Clues! has joined Amscan’s Party, Balloon and Costume portfolio. Thanks to this new partnership, kids can join Blue, Magenta, Mailbox and the rest of the Blue’s Clues gang as they get ready to party. Amscan offers everything needed to set the scene, from decorations and photo props through to candles and tableware. Coordinating latex and foil balloons add an extra special touch to any event or celebration, and also make an ideal birthday gift or standalone statement. Available to pre-order now, the Blue’s Clues! range also includes costumes for kids to wear on their big day.

Another canine pre-school favourite, Bluey joins Amscan’s licensed portfolio too. This new range, featuring lead characters Bluey and Bingo, helps set the ultimate party scene or backdrop. The licensed line also includes foil balloons and costumes, bringing all the fun of the Blue Heeler family to parties across a comprehensive range of celebration essentials.

The edutainment property Blippi also joins the Amscan family in both the Costume and Balloon categories. This licence is already proving to be a big hit with consumers. The costumes comprise a printed top, trousers, hat and glasses in Blippi’s recognisable blue and orange and range from sizes 2-6, so kids can now become their favourite colourful programme host.

The balloon trend shows no signs of slowing down, according to Amscan.

Continuing to cater to demand, the party specialist has expanded its licensed character portfolio with additions from pre-school smash hit CoComelon. New designs for Marvel’s Black Panther and Disney’s Lightyear are also coming soon.

Further new lines will be rolled out throughout the year, all of which will keep Amscan at the forefront of the licensed party scene.

Little Brother Books 01392 982082 | www.littlebrotherbooks.co.uk Last year, Little Brother Books (LBB) secured the No. 1 Annuals Publisher position once again for the fourth consecutive year with sales of over 1.2m annuals. Its range offers an unrivalled breadth of titles, from pre-school to young adult for both girls and boys. Widely considered a one-stop annuals range for all types of retailers, Little Brother Books’ portfolio features many of the hottest brands in the market including L.O.L. Surprise!, Gigantosaurus, Barbie, CoComelon, Shoot, Blippi and more, plus the latest Gaming Guides behind digital brands and games such as Minecraft, Roblox, Among Us, Fortnite and TikTok. Annuals are a traditional stocking filler purchase often bought on impulse by consumers, so are proven sellers within seasonal ranges.

In additional to its leading annuals range, LBB is publishing a seasonal range this month featuring Gigantosaurus, Barbie, CoComelon, Roblox, Among Us and Minecraft. Based on some of the biggest and most indemand licences, these provide perfect kids entertainment options for the school holidays and weekends.

LBB has also published its first picture book created in partnership with celebrity couple Jamie and Rebekah Vardy, Cedric the Little Sloth with a Big Dream, with help from the Be You Guardians (BUGs). The heart-warming story follows a sloth that longs to play football for his favourite team.

Unfortunately, owing to the fact he is a sloth and therefore stoo slow and sleepy to play football, Cedric is told he can’t play - but with the help of the BUGs, he finds the confidence to follow his dreams. The book imparts a very important message: that kids can do anything they want and should always be themselves, no matter what. Each future book in the series will feature the BUGs as they help people to be true to themselves.

Finally, 2022 sees LBB introduce yet another new range to the market.

The Fun Learning Education Range has been created in partnership with one of the leading online digital education platforms, Purple Mash.

Well-known Nickelodeon characters from shows such as Baby Shark, SpongeBob and Loud House will engage and entertain kids as they learn. There will be seven new titles in the first range, which launches this July, spanning Starting School, 5-7 years, 7-9 years and 9-11 years covering both English and Maths subjects. A totally unique range of education titles, these workbooks are fully in line with school curriculums while also fun for kids.

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FIGURES

TV & DIGITAL MARKETING CAMPAIGN

VEHICLES

PLAYSETS

PLUSH

BLINDS

DinoRanch © 2022 Boat Rocker Studios

Character Licensed Merchandise

Tomy 01392 281927 | www.tomy.com Tomy has a range of exciting new product launches expected throughout 2022. Across the Licensing category, Toomies welcomes a raft of licensed launches for this year, from new additions to its Jurassic World portfolio to extensions to its popular Peppa Pig bath toy range.

With June marking the release of the latest Jurassic World film, Dominion, Toomies will continue to support its popular Jurassic World toys, which originally launched in 2021. The pre-school brand will also expand with the addition of a fan-favourite dinosaur, the Ankylosaurus. The new Stack & Pull Ankylosaurus is a perfect pull-along toy for toddlers. The mummy Ankylosaurus has a wibbly-wobbly walk and a rattle tail that ‘whips’ as she walks. Her armoured shell is made of four stacking rings, and she comes with a baby Ankylosaurus in an egg. Encouraging problem solving, motor skills and imaginative play, this new addition, along with the wider range, will provide little ones with hours of entertainment. Other Jurassic World Toomies lines include the Pic & Push T. Rex, Spin & Hatch Dino Eggs, Dino Rescue Ranger and Chase & Roll Raptors.

Jurassic World won’t be the only partnership between Toomies and NBC Universal for 2022. To mark the 40th anniversary of ET the Extra-Terrestrial, Toomies is launching a sensory talking pre-school plush E.T. which is perfect for the youngest fans of the classic movie. My Best Friend E.T. says nine different phrases from the movie when his tummy is rubbed or plays the iconic music from the movie in a sweet lullaby. His heart will also glow when he is cuddled, just like in the movie. Kids will be able to both feel and hear the gentle beating of his heart as they cuddle E.T. and listen to his signature phrases. The plush also features a special night-time mode which plays the classic movie theme as a soft lullaby while his glowing heart acts as a gentle and soothing night-light. While in this mode, E.T.’s heart beats at a slower 67bpm, the resting heartbeat of a parent or loved one.

The Toomies Peppa Pig bath toys range will also be expanding following another successful year. The toys are designed to encourage developmental play and build confidence in water by bringing the fun and entertaining world of Peppa Pig to bath time. The recognisable characters and vehicles incorporate water play features that allow kids to understand cause and effect while enjoying sensory play, as well as water pouring and sprinkling features ideal for storytelling and role-play fun. The Peppa Pig bath toy range includes Peppa Family Squirters (3-pack), Grandpa Pig’s Splash & Pour Boat, Peppa’s House Bath Playset, Peppa Bath Floats Assortment, Peppa Pig Bath Set, Peppa Pull & Go Pedalo and the Peppa Bubble Ice Cream Maker.

Rubies 08453 070 707 | www.rubiesuk.com Rubies has become a go-to destination for the latest in preschool dress-up. The company’s infant and toddler costume range has welcomed more licensed options than ever before, expanding its already impressive portfolio.

The new licensed ranges of dress-up options span nostalgic classics such as Gizmo and Spike from Gremlins, the preschool favourite Cookie Monster from Sesame Street, and Pogo and Fuse costumes based on the Emmy award-winning Oddbods. Perfect for young Marvel fans, new licence Spidey and His Amazing Friends, which airs on Disney+, introduces must-have toddler costumes. The newest animated series from Marvel, the home of superheroes, Spidey and His Amazing Friends features much-loved characters including Spidey, Ghost Spider, Miles Morales and Black Panther.

Rubies has a superb range of Bat-tastic costumes in stock, based on the new cinematic blockbuster, The Batman.

Catering for all age ranges, both the adult and child costumes have proved to be a huge hit following the latest incarnation of DC Comics’ iconic hero. The chemistry between Bat and Cat has clearly caught the attention of cinema-goers, with the adult costume options for both Batman and Selina Kyle tipped to be one of the top trending couples costumes for 2022.

Spider-Man: No Way Home was one of the most successful films of 2021, breaking numerous box office records. The costumes feature the film’s new take on Iron Spider, the classic Red and Black suit, plus the innovative Inside Out variation. All three costumes have been incredibly popular with consumers, leading to high levels of demand for the products. Rubies strongly recommends retailers to stock up in preparation for Halloween, especially in the year when the web-slinging hero celebrates his 60th anniversary.

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Character Licensed Merchandise

Character Options 01616 339 800 | www.character-online.com | sales@charactergroup.plc.uk Heroes of Goo Jit Zu remains a top priority for Character Options, with the range now sold in over 50 territories. The regular addition of new themes and licensed lines, in addition to extensive marketing, keeps the momentum behind the brand going. Autumn/winter welcomes fresh Marvel and DC additions alongside the all-new Jurassic World and Lightyear ranges.

The launch of Character Options’ Heroes of Goo Jit Zu Jurassic World line-up coincides with Jurassic World: Dominion hitting the big screen next month. These realistic flexible dinosaurs, complete with ‘chomp-attack’ jaws, can stretch up to three times their starting size before returning to their original dimensions and shape. Blue and T-Rex join the new movie dinosaurs Giga and Pyro in this range. Other movie lines include a super-sized Supagoo T-Rex with chomp attack jaws and a unique bone-goo filling, and the Jurassic World Minis. These pocket-money priced playground collectibles are smaller in size but still big in stretch value.

From another eagerly awaited box office release, Character Options introduces the Heroes of Goo Jit Zu Lightyear Heroes range. From June, Toy Story fans can learn the origin story of Buzz Lightyear thanks to the new Lightyear blockbuster, and the Heroes of Goo Jit Zu Lightyear range will represent the key movie characters in stretchy, gooey form: both Buzz heroes as well as Izzy and the villainous Zurg. The Heroes of Goo Jit Zu Lightyear Versus Pack, Buzz vs Cyclops, includes Buzz and Cyclops figures with unique metallic finishes and fillings.

Expanding the fun Heroes of Goo Jit Zu Marvel line-up is a host of new styles and characters to collect, including a refreshed Black Panther, Metallic Venom and the all-new Thanos. Fans will also be able to get their hands on an extended range of Heroes of Goo Jit Zu Marvel Minis. An ideal pocket money purchase, the minis serve to further drive collectability. The range includes Groot, Captain America, Iron Man, Black Panther and more.

There will also be fresh additions to the Heroes of Goo Jit Zu DC line. Kids can discover Batman and Superman with new removable battle armour, as well as Tux Joker, Reverse Flash and two Versus Pack assortments: Metallic Batman vs The Riddler, and Batman vs The Joker. All this, plus a super-sized Supagoo Batman and Heroes of Goo Jit Zu DC Minis, ensure there’s always something new and exciting for kids to collect.

Reydon Sports 0115 938 6444 | www.reydonsports.com | sales@reydonsports.com The team at Reydon is working alongside Franklin Sports as an exclusive B2B distributor for the brand. The deal now includes Franklin’s Nerf Sports range, created with the full support of Hasbro UK and distributed via Reydon’s Nottingham-based centre.

Reydon’s B2B model allows it to supply and service the world of retail across many sectors, making a splash in Europe for both Franklin and Nerf while also offering strong marketing support.

The 30+ SKU launch comprises a superb range of hybrid sport x toy product lines which will fit perfectly into any Toy, Sport, Leisure and Multiple retailer this spring/summer. Tipped to be a best-seller this year, the Nerf Proshot Basketball Arcade game features authentic Nerf sounds and eight different games. Players will feel like a true basketball star thanks to the authentic clear polycarbonate backboard and 8” steel frame. The frame is foldable for easy storage.

Another highlight from this impressive product offering is the Nerf Driveway Tennis Set. Perfect for any budding tennis player, this set is suitable for both indoor and outdoor tennis fun and comes complete with two jumbo tennis rackets and a foam Nerf tennis ball.

With a long-term business strategy in place to develop its sports offering, which has a strong toy spin, Reydon’s relationship with Franklin Sports means retailers can make the most of a comprehensive range of products suited to a wide crosssection of the retail sector.

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QUICKRELEASE BUCKLE

SAFETY HELMET EASILY CONVERTS PEDAL MODE

Includes 4 character plaques. ‘Switch-It’ to your favourite one

‘SWITCH-IT’ 2-IN-1 10” TRAINING BIKE BALANCE MODE

Includes 4 character plaques. ‘Switch-It’ to your favourite one

‘SWITCH-IT’ MY FIRST TRI-SCOOTER ©2019 Marvel

Spidey and his amazing wheels!

Character Licensed Merchandise

Simba Smoby Toys UK 01620 674 778 | www.simba-dickie-group.de/en sales@simbasmoby.com As the UK distributor of the Disney Plush range, Simba Smoby Toys UK offers a selection of cuddly Disney characters which are perfect for gifting.

This beautiful collection brings to life some of the best-loved Disney characters in plush form in a variety of sizes and styles. A raft of Disney properties provides a wide range to choose from, including Frozen II, Toy Story, Disney Princesses, Dumbo, Lion King, Classics and more.

Every collection comprises plush characters in an assortment of sizes, including 25 and 35cm animal core classics and Star Wars: The Mandalorian’s 25cm Grogu, which arrived last autumn. Produced in 100% plush for a supremely cuddly feel, this cute character is now also available in 18cm, 30cm and 67cm sizes. The 50cm Extra Large Dumbo Plush is irresistibly soft and comfortingly large, and the perfect choice for Dumbo fans of all ages.

The core range of 35cm Winnie the Pooh soft toys is available as Winnie, Tigger and Eeyore. All three characters are cuddly and versatile: little ones can curl up in their cot with their brightly coloured Winnie or Eeyore, or enjoy a bit of tummy time with Tigger on the floor. The Winnie The Pooh Flopsies, meanwhile, are 20cm tall and ideal for cuddles, comfort and play.

Made from an ultra-soft material, each Winnie The Pooh, Eeyore, Piglet and Tigger Flopsies character is also suitable for all ages. Alternatively, the super soft Winnie the Pooh My Teddy Bear 25cm plush range is reminiscent of the original storybook styling. Each plush has super-soft curly hair and a classic, heritage style that appeals to all ages.

This year welcomes the 25cm Minnie and Mickey Smart and Sparkle Plush Pals assortment, which presents the iconic duo in their finest attire.

Dressed to impress, Mickey comes in his red tuxedo, while Minnie sports a red ball gown.

MV Sports 01217 488 000 | www.mvsports.co.uk MV’s portfolio of licences has been further strengthened with the addition of several exciting new properties, such as preschool hits CoComelon and Bluey. These collections have been very well received by retailers and meet the growing demand from consumers for new pre-school wheeled toys.

The No.1 kids’ YouTube channel in the world, MV has a range of wheeled toys based on CoComelon including bikes, scooters, ride-ons and tepees. All are emblazoned with bright bold colours and feature the main character, JJ. Kids can scoot into play on a life-size version of Bluey’s iconic purple tilt ‘n’ turn scooter complete with motion activated LED wheels and fun character graphics. The Switch-It! tri-scooter includes four different character plaques for added play-value, and the Bluey 2-in-1 bike is an ideal beginner bike which easily converts from a pedal bike to a balance bike as children gain confidence. Ideal for younger fans, meanwhile, the Bobble first ride-on helps develop coordination and core balance.

MV’s new Spidey and His Amazing Friends range is based on the company’s Switch-It! concept: each product comes with four different character plaques which can be switched to display a favourite character, be it Spidey, Miles or GhostSpider. Products include a tri-scooter, balance bike and 2-in-1 bike, all of which are ideal for energetic pre-schoolers.

The stunning new Lightyear range brings to life the highly anticipated movie via an array of scooters, skateboards and bikes. With vibrant colourways and superb graphics, the distinctive Lightyear artwork will stand out both offshelf and on-page.

MV’s popular Nerf range expands yet again. The extreme Nerf Go Kart comes complete with two blasters and 10 darts, held in holsters for convenience, and a removable printed wrap. The new Nerf skateboard, meanwhile, comes with a skateboard backpack, blaster and five darts for the ultimate Nerf experience.

Spiderman and Batman continue to go from strength to strength with eye-catching graphics and bold colourways. Spiderman will be expanded with the new 6V Blaster Quad featuring fun lights, sounds, Spidey moulded features and disc slinging action. Batman has been revitalised with a completely refreshed look, featuring the distinctive bat logo and a cool paint-drip effect.

Disney Princess, Paw Patrol and Peppa will benefit from a makeover for 2022, ensuring that the product ranges stay relevant to each successive generation of fans. Each property has also been strengthened with a new addition - a playhouse tent for Peppa, a 6V motorbike with sidecar for Disney Princess, and pop-up tent for Paw Patrol - allowing more fans than ever before to indulge in these classic properties.

MV’s brand new Rainbow High collection lets kids’ true colours shine. This stunning new range, based on the best-selling and eye-catching fashion doll collection from MGA Entertainment, features bold, rainbow colour pops and exciting character graphics. The folding inline scooter features fully printed anti-slip griptape and a reactive footbrake, plus it folds quickly and securely for easy storage and transportation. This stylish rainbow range also includes an eye-catching and colourful pop-up tent, tepee, dream den with lights, 3-in-1 Scootin’ Suitcase, lithium scooter and 16” bike.

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TOYS LAUNCHING 2022

contact@toikido.com ©2022 Skydance Animation, LLC.

Character Licensed Merchandise

Wow! Stuff 01902 390 428 | www.wowstuff.com Toy innovation company Wow! Stuff continues to disrupt the industry with impressive product developments across an ever-growing range of licensed toys and toy categories.

New for 2022 are three launches from Wow! Stuff’s RealFX team, an internal group of scientists and engineers tasked with developing Wow! Stuff’s blockbuster toys. According to Wow! Stuff's co-founder and head of the RealFX team, Dr. Graeme Taylor, a RealFX toy must be groundbreaking, illicit a ‘wow’ reaction from users, and be the flagship, halo item within the licensed brand. This year’s licensed products all feature the RealFX holographic stamp, designed to highlight to consumers that the toy provides a special experience that sets it apart from other licensed offerings.

First up is the RealFX Harry Potter Invisibility Cloak. Following on from the global success of the original Harry Potter Invisibility Cloak, which took home Innovative Toy of the Year at the 2020 TOTYs, the new RealFX version takes the magic of becoming invisible to a whole new level. The accompanying free app gives young witches and wizards the ability to use backgrounds from the Wizarding World, such as Hogwarts castle, the Great Hall and other magical settings.

After two years in development, the RealFX Harry Potter Invisibility Cloak will be followed by Wow! Stuff’s new RealFX Harry and Hermione Wands. Described as ‘the most realistic Wizarding World wands outside of the movies’, the RealFX wands feature voice reaction and recognition and are designed to teach aspiring wizard's and witches to learn spells - and even counter those from the dark arts.

Finally - and arguably the most eagerly awaited launch - Jurassic World fans will soon be able to take home the Jurassic World RealFX Baby Blue. One of the stars of this year’s London Toy Fair, Wow! Stuff’s RealFX Baby Blue is the first life-size, animatronic, hyper-realistic baby Velociraptor on the market. Featuring over 20 original Baby Blue movie sounds including snarls, roars and purrs, Baby Blue is controlled by the user. The included faux leather Ranger’s Glove gives the impression Baby Blue is being held safely in the user’s arm, when the internal pistol grip mechanism is actually used to control every realistic movement right down to baby Blue’s impressive eye blinks.

All items are available in July 2022.

Sambro International 08458 739 380 | www.sambro.co.uk Sales@sambrotoys.com Sambro International, which this year celebrates its 25th anniversary, has a broad range of licensed toys on offer for 2022.

Thanks to its strong working relationships with major licensors, the company has a comprehensive and varied branded portfolio that includes the likes of Disney, Hasbro, Mattel and Nickelodeon.

The business has evolved into a product development focused toy company servicing customers across the UK & EU. Over its 25-year history, it has also become a go-to supplier for innovative licensed toys spanning key categories including creative play, arts & crafts, novelties, collectibles and plush.

Sambro recently announced its exclusive Barbie range for 2022.

Each product has a creative focus, allowing children to make and design clothes and accessories for their much-loved Barbie dolls as well as themselves. Several of the products, including the Barbie Sew Style Machine, Fashion Print Studio and Sweetie Creations set, also come with their own Barbie doll.

Other highlights of the 2022 Barbie collection include the Barbie Crafting Wardrobe and the Barbie Bead Creation Kit. The Barbie Crafting Wardrobe is perfect for budding fashionistas. The set comes complete with a wardrobe, bespoke Barbie fabrics, a needle threader and sewing sheets, as well as a full set of instructions. The materials can be utilised to create products such as a dress for the doll, scrunchies and bunting.

The Barbie Bead Creation Kit helps keen designers create bracelets and necklaces. An array of beads and charms is included. The kit allows children to create on their own or with friends, and the finished option can be worn or given as gifts to friends and loved ones.

Both the Barbie Crafting Wardrobe and Barbie Bead Creation kit are available now alongside Sambro’s wider range of 27 exclusive Barbie products.

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Golden Bear Toys 01952 608 308 | www.goldenbeartoys.com | customerservices@goldenbeartoys.co.uk Continuing its long-term partnership with the BBC, Golden Bear’s latest Hey Duggee range delivers a wealth of appeal and choice while tapping into the learning benefits and quirky humour of the CBeebies show. Hero SKUs include the Hey Duggee Transforming Duggee Space Rocket and Hey Duggee Explore and Snore Duggee.

A 2-in-1 transforming toy, Duggee’s Space Rocket sees an astronaut-themed Duggee transform into a space rocket complete with fun features and surprises including an exclusive Spaceman Duggee figurine, fun space sound and the new ‘space song’ from the TV series. Introducing a new camping theme to the brand, the Hey Duggee Explore and Snore Duggee is a reversible electronic plush featuring Duggee in two different outfits.

Duggee’s hiking gear transforms into his sleeping bag by simply adjusting his backpack, and he says phrases depending on what outfit he’s in. Scanning the exclusive on-pack QR code unlocks free downloadable content including recycling tips, activities, badges and craft ideas.

The new Bing & Biteysaurus plush depicts Bing in a costume matching his famous toy dinosaur, Biteysaurus, while the all-new Bing Figurine Play packs allow pre-schoolers aged 12 months and over to bring their favourite bunny and his companions to life via themed role-play sets. Colourful and sturdy, the packs offer quality, durability and collectability, offering Bing role-play to children at an entry price point.

Golden Bear expands the In the Night Garden range with the Igglepiggle Super Soft Blankie Bundle.

Igglepiggle comes cocooned within his iconic red blankie which kids simply unravel to reveal the cuddly Igglepiggle toy and enjoy the detachable, oversized blankie made from soft fabric. This product is ideal both for daytime play and to offer pre-schoolers reassurance and comfort at bedtime or naptime.

As plush partner for hit CBeebies show The Baby Club, Golden Bear’s characters are exact replicas of those featured on-screen with presenters Giovanna Fletcher and Nigel Clarke. The Baby Bear soft toy features cute character detail such as colourful paws and a friendly smile. Perfect for caregivers, fans of the show and younger children who want their very own Baby Bear friend, the plush range offers instant play and interaction with popular and recognisable characters.

The popular CBeebies show Something Special introduces children to Makaton signing. Golden Bear’s range of sensory and entertaining toys are designed to appeal to the SEN and mass market, bringing Mr Tumble to life in a way that encourages wellbeing, reduces anxiety and restlessness, and helps younger children to learn and play.

The Mr Tumble Weighted Calming Companion is an innovative and therapeutic weighted companion toy suitable for ages three and over. The soft and quilted blanket-like body is weighted with solid glass beads and helps aid mindfulness, concentration and mental wellbeing. Suitable from birth, the Super Soft Sensory Mr Tumble is made from premium mallow fabric and has textured hair plus a silky bow tie.

The satisfying textured filling creates optimum sensory feedback and tactile exploration opportunities to calm kids and aid focus. Finally, the Mr Tumble Says Activity Ball is inspired by the familiar Simon Says play pattern and voiced

by Mr Tumble himself. Perfect for active indoor use, the activity ball helps children of all ages stay active and engaged, helping to develop hand-eye coordination as they play.

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NEW

© 2022 Disguise, a division of Jakks Pacific

© Disney

FOR 2022

Magical adventures await! info@disguise.com • disguise.com

Posh Paws 01268 567 317 | www.poshpawsinternational.co.uk | sales@poshpawsinternational.co.uk Everyone’s favourite yellow henchmen return this July with the new Minions 2: Rise of Gru movie set to hit cinemas nationwide. Posh Paws has a range of soft and cuddly toys to meet the demand for product.

Available to order now are the 7” Too Cute Minions which come in an assortment of three designs packaged in a CDU. Other options include larger 10” Kevin and Bob Minions and a 12” Stuart Minion in a display box ideal for gifting.

The Jurassic World Dominion movie hits UK cinemas on 10th June, setting up a blockbuster summer for this huge franchise. Posh Paws is geared up ahead of the anticipated release with a huge range of ‘roarsome’ soft toys.

Pre-school sensation Gabby’s Dollhouse is topping the Netflix Kids & Family viewing charts. This autumn, Posh Paws will launch its beautiful new licensed soft toys. Perfect for Christmas gifting, kids can bring Gabby and her host of feline friends to life with the new range of 7” and 10” brightly coloured and highly detailed soft toys. This range will be available from September.

New Sesame Street soft toys for this summer include the award-winning Talking Cookie Monster, which features 15 fun and entertaining sound effects, and Tickle Me Elmo, plus Squashy Podgie Elmo, Cookie Monster and Big Bird characters made from the softest fabrics. These toys are filled with super-squishy stuffing and are available in a cuddly 8” size.

As part of the company’s continued support of Dreamwork’s billion-dollar blockbuster fairytale film series, Posh Paws is bringing some of the most beloved animated characters to life this autumn with the release of its new 10” Shrek and Donkey plush, based upon the characters from the Shrek franchise, as well as Po from Kung Fu Panda. These evergreen movies are among the most successful animated franchises of all time and continue to rack up huge views across TV and streaming services.

Posh Paws’ Sunny Bunnies soft toys with special features continue to be a hit with young fans of the show.

Both the Large Giggle & Hop Toys and Medium Giggle & Wiggle Toys play the characters’ infectious laughter and hop or wiggle about on the floor and when held, offering hours of play value for all Sunny Bunnies fans.

Traditional and retro brands continue to dominate the gifting market, and this December one of the most iconic movies of all time - E.T the Extra-Terrestrial - celebrates its 40th anniversary. Posh Paws has signed a deal that will see the company bring this cult classic and popular retro licence to life with not one but two new plush toys. Both will feature the distinctive E.T initials embroidered on the lovable alien’s foot, providing added authenticity and collectability.

Posh Paws isn’t holding back the punches with its new Rocky Balboa range of plush characters. Kids and kidults can choose from Rocky, Apollo Creed, Ivan Drago and Clubber Lang in 12” sizes, and an assortment of 10” Boxing Gloves and 4” Boxing Glove Bag Clips. This heavyweight franchise is great for gifting: it holds strong appeal among older fans while the cuddly plush characters and boxing gloves are ideal for younger audiences.

Also sitting firmly within Posh Paws’ retro catalogue is the new 10” Jaws soft toy. The plush shark features the iconic Jaws logo printed on its tail and is displayed on a cardboard plinth decorated with a film strip showcasing classic movies from Universal’s blockbuster movie vault.

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HTI 01253 778888 | www.htigroup.co.uk From Peppa Pig and Paw Patrol to Hey Duggee and Baby Shark, the team at HTI Toys has developed multiple new pre-school products for its character licensed portfolio, ready to hit shelves this autumn.

HTI Toys remains a key partner within the role-play category for evergreen licence Peppa Pig, in addition to pocket money, bubbles and bubble toys, doll prams and patio furniture. The team prides itself on developing innovative, bespoke toys for the pre-school brand each year, and 2022 is no exception: joining the existing range of over 80 individual products across all price points, several new toys will delight young fans of the popular porcine. Children can practice their picture-taking skills with Peppa’s Camera, with its instant film picture pop-out feature and colourful viewfinder, or learn to tell the time with Peppa’s Clock, a charming toy shaped like Peppa’s house from the show. Characters such as George, Suzy Sheep and Peppa ‘peekaboo’ just as they would in a real cuckoo clock.

Young fans of the hit TV show Hey Duggee can join the Squirrel Club with HTI’s Duggee-inspired range of toys. Encouraging imaginative play and the development of numerical skills, the Hey Duggee Cash Register features a working calculator, opening cash drawer and several food items. Children can pay for their shopping with the contactless card or count out their Bank of Duggee notes and coins. Also new this season is the colourful Hey Duggee Wooden Workbench, made from FSC-certified wood and supplied with a range of wooden tools and accessories. The interactive work surface features a working vice, making it the perfect gift for young DIY enthusiasts.

HTI continues to see success with its My Little Pony range. Timed to coincide with the release of the successful Netflix movie in 2021, HTI reintroduced its popular My Little Pony styling heads to its range of roleplay toys in two different sizes and price points. Adapted to match the new generation of ponies, retailers can choose from Sunny Starscout and Princess Pipp. Each styling head comes complete with multiple accessories for hair styling fun.

The global sensation Baby Shark remains the No.1 most-watched video in YouTube history, and HTI Toys has developed a role-play range with several musically inspired toys that feature the catchy theme tune. Retailers can choose from an electronic guitar, keyboard, two band sets, or three character-inspired cases. The hardbodied cases are in the shape of Baby Shark, Daddy Shark and Mommy Shark, and each comes with maracas and a castanet so kids can create their own music. Pressing the character’s mouth will start the much-loved theme tune.

HTI Toys has welcomed My First JCB to its portfolio, with products set to launch in autumn. Budding builders will love these toys, which are based upon the energetic character Joey JCB and his friends. The launch range includes two chunky character RC vehicles, soft, lightweight and easy to grasp My First JCB vehicles, and a Construction Site play set featuring moving cranes, a working lift and a rubble chute. Suitable for kids from the age of 12 months, this range is a great introduction to construction role-play.

Pre-school powerhouse Paw Patrol continues to be a firm favourite amongst pre-schoolers, as does HTI Toys’ selection of licensed Paw Patrol toys. Children can make music with the electronic guitar and keyboard, featuring twistable Chase, Marshall and Skye 3D characters. Fans of Chase will also love the Chase bubble machine, shaped just like the pup himself. Part of HTI’s bubble category, which is available year-round, children simply press the button on Chase’s hat to watch the bubbles flow.

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Character Licensed Merchandise

Learning Resources 01553 762 276 | www.learningresources.co.uk sales@learning-resources.co.uk Numberblocks is the BAFTA award-winning revolutionary maths brand that uses humour, music, inventive animation, delightful characters and engaging storylines to show children up to the age of six how numbers work. In the UK, the Numberblocks series is broadcast on CBeebies twice a day, and the episodes are accessed by millions of children all over the world via streaming platforms including BBC iPlayer, Netflix and YouTube. Content is also available in chart-topping games on the app stores.

With over 4.5m YouTube subscribers, the brand now offers an ever-expanding range of licensed products with best-in-class licensees. Leading educational toys company Learning Resources brings the magic of the on-screen learning seen in the TV series to life for young children and offers new ways to build on the maths concepts children see in the episodes though play-based activities.

Trade customers will already be familiar with the company’s two best-selling MathLink Cubes Numberblocks Activity Sets (1-10 and 11-20). Inspired by the show itself, the sets come with everything children need to build their own Numberblocks characters using special edition MathLink Cubes and to engage with maths activities from selected episodes.

New Learning Resources Numberblocks products for 2022 include Numberblocks Reusable Clings. Available now, this innovative, decorative set lets kids create Numberblocks from 1-10 on windows, fridges and other shiny surfaces.

A further new addition to the growing Learning Resources Numberblocks range is the Stampoline Park Activity Set launching in June. Packed with uniquely moulded stampers and coloured inks, this set offers hands-on learning and masses of stamp-based activities, allowing fans to recreate all the number fun included in this popular episode.

September will see the initial launch of the very first Numberblocks plush range aimed at children aged 18 months+. Positioned ahead of the Christmas shopping season, these new plush toys offer families a fresh way to access the Numberblocks brand with officially licensed character toys made to Learning Resources’ quality standards.

By 2023 there will be a more comprehensive selection of product available across categories including figurines, play sets, vehicles, imaginative play, coding and electronic toys, games and more.

To continue growing brand awareness and support new product launches, Learning Resources runs an ongoing multi-channel marketing campaign which includes advertising in a range of consumer print publications, digital advertising, social media activity, influencer collaborations and PR activity.

To support trade customers, Learning Resources offers a comprehensive asset library on the company’s Marketing Resource Centre. Trade customers accessing this online portal will find brand and campaign guidelines plus official licensed product and lifestyle photography to support in-store activities. The company also offers support for trade customers to help create appealing point-of-sale retail displays and engaging in-store events.

Disguise www.disguise.com | info@disguise.com Having been a North America partner of the studio for over 30 years, Disguise has launched a large and robust offering of Disney licensed costumes in EMEA for the first time. The 2022 range includes Disney Princess, Frozen, Toy Story, Mickey & Minnie and much more, including the latest blockbusters.

Costumes based upon the runaway animated hit Encanto are sure to be talked about this year. The launch range invites kids to search for their gift and become a part of the Madrigal family with the stunning new Mirabel costume, based on the movie’s main protagonist. The satin dress features neckline ruffle detailing with black glitter screen print, an attached shiny mesh butterfly brooch and a tiered skirt with printed character art, just as Mirabel's embroidered skirt appears in the movie. Numerous other Encanto styles are currently in development for 2023, spanning other popular characters and an attractive range of price points.

Alternatively, kids can become the beloved Queen or Princess of Arendelle with Disguise’s Frozen costume range. The Frozen and Frozen II lines include a variety of characters and styles to choose from. A variety of Elsa costumes is available, which includes the Frozen II Travelling costume and the Queen Elsa costume. Both are available at three price points: Good, Better and Best. Elsa’s Classic look from the first Frozen film is also available in costume form, as well as accessories spanning wigs, shoes and headbands. The Elsa Classic and Frozen II costumes are also available in adult sizes, making this an ideal range for family parties or Halloween events. The same level of variety and choice is also available for Anna and Olaf the snowman, with three costume styles available for each character, so kids and grownups alike can go on their own adventures.

Similar ranges are available for Disney Princess, Toy Story, Mickey, Minnie and more, offering consumers huge choice across price points, characters, styles and more.

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Character Licensed Merchandise

Jazwares 020 3598 5119

Casdon Toys 01253 608 428 | www.casdon.com | UK@casdon.com

| www.jazwares.com

Jazwares offers new size, scale, and collectability with the highly detailed Star Wars Micro Galaxy Squadron portfolio, launching this year. The microscale vehicle line spans the entire Star Wars saga with multiple waves of vehicles for kids and collectors alike. The new line delivers authentic, scaled micro vehicles with supreme detailing for captivating display, as well as playable action features and 1-inch articulated action figure accessories. Helping fans everywhere build their squadrons are the Scout Class Blind Packs, Light Armor Class, Starfighter Class, Transport Class, Starship Class, and Vehicle Assault Class, all of which represent collector grade vehicles at highly accessible retail price points.

This summer, Jazwares will launch its master toy line for Boat Rocker’s Dino Ranch animated series. The range includes playsets and character sets for kids to recreate their favourite adventures. The iconic Dino Ranch Clubhouse comes with a 3-inch Jon figure; his dino best friend, Blitz the velociraptor and Bopper, the mischievous baby pachycephalosaur.

The Dino Ranch Clubhouse along with collectible mini dinos, plush, vehicle and play sets will launch with TV, digital and PR support. The series is currently airing on Tiny pop.

In an exciting year for the Pokémon brand, Jazwares has an incredible line-up for AW22 for fans of all ages. From figure multipacks to new seasonal and select looks for collectors, portfolio highlights include a refresh to the Pokémon Carry Case Playset, Select Evolution Multipacks, new Holiday Calendars, plus Figure Packs with fan-favourite characters. Jazwares will also launch refreshed offerings of 8-inch, 12-inch, 18-inch and 24-inch plush with new additions joining the sleeping plush assortment, as well as new lines within the electronics and role-play categories. One of this year’s key drivers is Fly & Fire Charizard featuring motion-activated lights, authentic sounds, movements and a 2-inch Pikachu with launcher.

The line will be supported by TV, digital, influencer, PR and retail campaigns throughout 2022.

Among the new additions to the Spidey and His Amazing Friends Vehicles and Plush line for AW22, Miles Morales joins the assortment of transforming vehicles with the Quick shot 2-in-1 vehicle. The innovative Web Spinning Hauler spins to reveal three favourite heroes with web dart shooters. New items in the plush segment include a refresh within the 8-inch scale, a 9-inch Web Slinger assortment with projecting light effects, as well as a 16-inch Miles Morales Feature Plush with sounds.

Jazwares continues to bring the Roblox metaverse into the real world and there will be refreshed offerings to the best-selling Mystery Figures, Deluxe Mystery Packs and Game Packs. New feature vehicles include the Jailbreak: Drone and Legends of Speed: Velocity Phantom, and new playsets for AW22 include Welcome to Bloxburg and the Brookhaven Bank. Connecting physical play to the digital platform, every Roblox toy includes an exclusive redeemable item code.

AW22 will see Jazwares introduce exciting Fortnite refreshes to the Solo Mode 4-inch action figure line, plus a brand-new Master Grade 4” series. New Micro Legendary series of 2.5-inch action figures and accompanying Micro Feature Vehicles will also hit retail, along with new line additions from further top licences including Blippi, Nerf and AEW.

For over 75 years, Casdon Toys has created mini versions of well-known household items and brought them to life as engaging role-play toys, encouraging endless imagination while also promoting learning and development. This year is set to be an exciting year for the company, with the extension of an existing licensed range and the introduction of a brand-new licence to its portfolio.

Casdon is celebrating the 25th anniversary of its exclusive licensing partnership with Dyson. To celebrate, the role-play specialist will introduce three new Dyson SKUs to its best-selling range of toys this autumn/winter.

Among the new launches are child-sized versions of the Dyson Supersonic Hairdryer and the Corrale Deluxe Styling Set. The duo incorporates mini versions of the highly regarded hairstyling tools, both of which are perfect for mini styling sessions. With a range of enticing features to keep kids occupied for hours, the set comes complete with two interchangeable nozzles, a barrel brush and detangling comb.

One of the world’s leading houseware brands with a global presence spanning over 100 countries, Joseph Joseph will also join Casdon’s range of licensed toys later this year. Casdon will be launching six products in the range, including the Joseph Joseph Extend which takes water play to a whole new level.

Designed and officially licensed to look just like the real thing, the Joseph Joseph Extend set comes complete with a wash bowl and tray to capture small spills, while water can be pumped from the bowl through the dispenser and back again for hours of role-play fun. The set includes a cleantech brush, extendable dish rack and cutlery, plus plates and bowls which change colour when submerged in water for added play value.

Casdon’s range of licensed household products also includes child-sized versions of the Dyson Ball and Dyson Cordless Vacuums, Henry and Hetty Vacuum Cleaners and Cleaning Trollies, the Morphy Richards Kitchen Set, and the Kenwood Mixer.

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Character Licensed Merchandise

Dolu 07850 779 797 | www.dolu.com | sales@sjr-associates.co.uk Dolu is pleased to confirm that, after working with Mattel for the past six years in other countries, this year the company is able to supply 21 items covering Barbie, Fisher Price and Hot Wheels to UK retailers.

The items cover both outdoor and indoor toy ranges. With classic Fisher Price branding that is instantly recognisable and trusted by parents worldwide, Play Houses, a Picnic Table, a Sand Water Table, Swings, a Slide, a Football Goal, a 3-in1 Sports Set, a Play Fence, a Study Desk, an Easel and a Trolley with Play Balls offer a wide selection for families to choose from.

A Barbie Play House and Picnic Table have been created with striking IML designs - these are not just decals on the products, but an image produced in the moulding, during the manufacturing process.

Iconic Hot Wheels branding has also been applied to Dolu's popular Pedal Quad, Moto, a Study Desk and an Easel.

The Mattel items listed above are available to order now, for shipment beginning this month. They can be ordered with standard Dolu items, all with no MOQs per item.

The above additions brings the Dolu range to a total of nearly 300 items that the company has on offer this year, making Dolu one of the largest toy manufacturers supplying the UK - as well as more than 80 other countries - with great quality and very competitive prices, short lead times, without MOQs per line.

Goods can be delivered to UK and Ireland warehouses, offering an easy supply chain that the company has worked hard to strengthen since moving to its new 65,000SqM factory in Istanbul.

Dolu is represented in the UK by Ria and Steve Richards of SJR Associates, who are happy to arrange meetings in person or via Zoom to discuss the range further and to show samples.

Bladez Toyz 02392 658 255 | www.bladeztoyz.co.uk | sales@bladeztoyz.co.uk After a successful 2021, Bladez Toyz is driving its ranges forward by focusing on further development within its existing popular evergreen licensed offering. The company is working closely with Mattel and Warner Bros. to bring innovative and creative toys to the market, using clever design to offer a point of difference for all customers.

The Maker Kitz range, which is deigned in-house at Bladez Toyz, continues to expand with new and creative designs.

Creative STEM-themed additions for Barbie in 2022 include the new Barbie Crystal Ballgown Science Set. Kids can help Barbie get ready for the ball by assembling the card Barbie doll, choosing one of the two included ball gown colours, placing it in the stand and adding the special formula. Crystals will magically grow overnight, revealing a beautiful sparkly crystal gown. The Make Your Own Barbie Bath Fizzers set includes a luxurious bath scrunchie and everything comes presented in cute ice-cream tub style packaging.

Kids mix the ingredients together in the cup, place the mixture into the moulds and leave it to set before enjoying the pink Barbie fizzers in their next bath.

Joining the popular Make Your Own Light Up Hogwarts Kit for this year is the unique, ramshackle Weasley Burrow. Home to Ron Weasley’s magical family, this easy to assemble kit features the same build concept as others in the range, is made from the same high quality printed board and includes a set of warm yellow LED lights that give the finished Weasley Burrow model a magical finishing touch. The magic continues with the Magic Snow Hogwarts Great Hall Kit. Kids make their own mini-Hogwarts, add the formula to the rooftops and leave it overnight. By morning, the roof and tower will be dusted with a coat of sparkly crystals that look like fresh snow.

All new STEM Maker Kitz products are set to be launched later this year in time for autumn/winter 2022 and will make ideal gifts this Christmas.

Yoto sales@yotoplay.com | vwww.yotoplay.com A new collaboration sees Yoto and Disney Lucasfilm delight children and their parents with three action-packed adventures from a galaxy far, far away. Joining 5 Minute Star Wars Stories, the titles Star Wars: The Prequel Trilogy and Star Wars: The Original Trilogy will be launching in spring 2022.

Perfect for children aged eight and above, the two new Yoto Cards will allow young Jedis to join some of their favourite characters from the franchise on their adventures, including Luke Skywalker, Anakin Skywalker, Princess Leia, Han Solo, Obi-Wan Kenobi and Yoda. Both titles are set to provide over 100 minutes of storytelling.

Yoto and Disney’s licensing partnership began in 2021 with the launch of the 5 Minute Stories series, followed by the Disney Classics Collections for which Yoto co-produced retellings of much-loved Disney animations. The partnership continues to go from strength to strength, with over 50 titles now in the Yoto Card Store across Disney, Marvel and Star Wars franchises.

Yoto is the creator of the award-winning Yoto Player, the screen-free audio player that puts kids in control of their listening. Named one of Time Magazine’s 100 Best Inventions of 2020, Yoto was joined by Yoto Mini - a portable audio player - in late 2021.

The Yoto Card Store has over 800 audio titles from some of the world’s best creators, publishers and labels. Partners include PRH, Macmillan, Sony, Disney, Lego, the Roald Dahl Story Company, HarperCollins, Hachette, Bonnier and Scholastic. The Card Store also includes Yoto Originals, audio productions created by Yoto, often in collaboration with world-class partners. From stories to songs, activities to education, there’s audio for all ages and stages so kids can enjoy Yoto as they grow up.

Yoto Cards are available individually or in multi-card packs and can be purchased from Yoto in the UK, Ireland, USA and Canada.

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Character Licensed Merchandise

The Lego Group 01753 495 000 | www.lego.com The Lego Group has announced that Lego Peach will be entering the Lego Super Mario universe, a product line developed together with Nintendo. Lego Peach joins Lego Mario and Lego Luigi as fans continue to build out their very own Lego Super Mario adventures.

The Adventures with Peach Starter Course comes complete with a Lego Peach figure that features a colour sensor and LCD screen to display various instant reactions to movement, and a speaker that plays iconic sounds and music from the video games. Kids can earn digital coins and discover various reactions by helping the princess ride the swing set and open gifts, while defeating enemies like Lemmy and a Lava Bubble or befriending a Yellow Toad. Lego Peach can be connected to Lego Mario or Lego Luigi (extra figures not included) via Bluetooth to win bonus digital coins for teamwork.

The modular, 354-piece set can be rebuilt and combined with other Lego Super Mario sets and is suitable for ages six and above. Collectible Lego Super Mario toy building sets offer fans unlimited ways to expand, rebuild and create unique levels for hours of coin-collecting fun.

In addition, the Lego Group is also launching the highly anticipated Lego Super Mario Peach’s Castle Expansion Set. This 1216-piece set measures over 11.5” high, 14” wide and 18.5” deep in its basic formation and can be combined with other Lego Super Mario sets. It is suitable for ages eight and above and comes with five Lego Super Mario toy figures: Bowser, Ludwig, Toadette, a Goomba and a Bob-omb. The highly detailed set has authentic features including a Time Block, Peach stain-glass window, Bob-omb painting with a hidden Action Tag and cake with Goomba hiding inside, and boasts a range of fun challenges and details. Kids can knock Ludwig off the cloud, fix the broken bridge and greet Toadette as they explore. Both sets are available from August 1st 2022.

Back to the Future movie fans can now create the movie’s Time Machine with a new set from Lego Group and Universal Brand Development. Inspired by the DeLorean car seen in the time travelling adventure film franchise from Universal Pictures and Amblin Entertainment, the Lego Back to the Future Time Machine set allows builders to create the car from either the first, second or third movie. It comes complete with a light-up flux capacitor, a box of plutonium, Marty’s hoverboard and Lego minifigure versions of Doc Brown and Marty McFly. The new Lego Back to the Future Time Machine set is available now.

Continuing to build out its portfolio for Jurassic World fans ahead of the 10th June release of Jurassic World Dominion, the new Lego Giganotosaurus & Therizinosaurus Attack set features much-loved characters from Jurassic World including Owen and Claire, alongside those from the original Jurassic Park film including Dr Alan Grant, Dr Ellie Sattler, plus new character Kayla Watts and two new dinosaur figures - Giganotosaurus and Therizinosaurus. The 810-piece set also comes complete with a buildable HQ with a detailed lab, a garage for the all-terrain buggy, an observation tower with collapsing platform function, a helicopter with spinning rotors and a cargo compartment.

Star Wars fans will be able to create iconic scenes from two of the franchise's movies with three new Lego Star Wars Diorama building sets. Inspired by Star Wars: A New Hope, the Lego Star Wars Death Star Trench Run Diorama invites builders to recreate the gripping scene of Darth Vader's pursuit of Luke Skywalker, as Luke fights to destroy the newly-built Death Star for a victory on the Rebellion side. The build can be finished off with the memorable words of Darth Vader: ‘The Force is strong with this one.’

The Death Star Trash Compactor Diorama building set features the dramatic Star Wars: A New Hope scene, where Luke Skywalker, Han Solo, Chewbacca and Princess Leia Organa are temporarily stranded after freeing the princess from Detention Block AA-23. The set is packed with authentic details including moving walls, a dianoga’s head and famous characters such as C-3PO, R2-D2, Han Solo, Luke Skywalker, Chewbacca and Princess Leia. Han Solo’s witty remark, ‘One thing’s for sure: we’re all gonna be a lot thinner’, puts the final touches to this set.

Completing the trio is the Lego Star Wars Dagobah Jedi Training Diorama building set, with which fans can relive moments from Master Yoda’s hut in the swamps of Dagobah. It comes with minifigures representing the characters of Yoda, Luke Skywalker and R2-D2, along with the famous words from Yoda: ‘Do. Or do not. There is no try.’

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Character Licensed Merchandise

Magformers UK 01270 446 250 | www.magformers.co.uk Magformers UK has introduced the first ever licensed products to its range by introducing a global phenomenon to the magnetic construction toys category.

The result of a new partnership with the South Korean educational entertainment company Pinkfong, the Baby Shark Friends Set and Baby Shark Family Set join Magformer’s latest Stick-O range of magnetic toys for pre-school children.

YouTube sensation Baby Shark remains an incredibly popular TV property thanks to its relationship with Nickelodeon, while Stick-O is growing rapidly in the UK as a fun, creative and educational magnetic toy for early years children. Magformers says that partnering with a globallyrecognised phenomenon such as Baby Shark will make its toys even more appealing and engaging.

The two branded sets feature all-new Stick-O pieces, including large magnetic balls imprinted with cute shark faces, with magnetic fins and tails in the instantlyrecognisable Baby Shark yellow, blue and pink colours. The new collection includes the Stick-O Baby Shark Family, a 17-piece set which makes the main yellow Ollie baby shark, pink Ellie mummy shark and blue Nick daddy shark characters, as well as other sea creatures, plants and models.

The Stick-O Baby Shark Friends set has a bumper 30 pieces and makes all the main shark characters, plus Goldie the fish, Vola the octopus, a reel-in magnetic fishing rod and a host of other sea-themed animals, plants and models.

Characterised by its funky colours and chunky shapes, Stick-O was created in 2019 by the Magformers design team in Seoul, South Korea, as a direct response to requests for a high-quality magnetic toy for younger children. The shapes feature disc magnets safely sealed inside, but because the magnets spin, using the Magformers Rotating Magnets system, any two pieces always connect when brought together.

Flair GP 020 8643 0320 | www.flairplc.co.uk | sales@flairplc.co.uk Flair GP’s ever-expanding MonsterVerse collection continues to bring fans of the multimedia franchise and shared fictional universe - which includes Godzilla and King Kong among other unidentified terrestrial organisms (known as MUTOs) - the very best in action toys. Flair’s epic collection of MonsterVerse figures helps recreate and immortalise the various appearances of these legendary beings in TV and film.

This year will see the launch of a raft of new figures, introduced at regular intervals. New themes based on key movie scenes will be showcased in the 6” Monster range, such as Hong Kong and Ocean Battle.

Arriving for summer are the Deluxe Transforming Godzilla and King Kong Figures. These figures are inspired by the Anatomech technology set to be incorporated into future Monsterverse movies and streaming shows. The first-ever transforming Kaiju is tipped to be a best-seller. The Godzilla figure transforms from Original Godzilla to Super Armoured Godzilla, while the Kong figure can be easily transformed from Original Kong to Super Armoured Kong.

From autumn/winter, collectors can look forward to the City Battle Diorama and Figures Set, which tells the story of the Hong Kong City Destruction theme seen in the blockbuster hit Godzilla vs. Kong. The set comes with a full scale, 17” wide, 12” tall diorama environment, which can be separated into two play areas, and two 6” movie figures of Godzilla and Kong.

Flair will also be building on its selection of Classic Toho figures, with the addition of the new Toho Classic 6.5” figure Shin Godzilla. Fans can expect fresh additions to the 6” Basic Figure Monster collection, including Godzilla from 2014’s Godzilla movie and Ghidorah from 2019’s King of the Monsters.

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The audio players that kids control

Yoto Player and Yoto Mini let kids explore an inspiring world of audio.

No microphone. No camera. No ads.

Peppa Pig: Bedtime Stories and At Home with Peppa are available now.

yotoplay.com

Viewpoint What is the real cost to serve Amazon?

Asha Bhalsod Asha Bhalsod of Etopia Consultancy challenges companies to recognise the full extent of the costs of dealing with Amazon, in order to best utilise the retailer as a profitable platform. asha@etopiaconsultancy.co.uk

A

s more businesses shift their trading to eCommerce marketplaces, understanding the cost to serve each marketplace is critical.

More important is knowing that the key to maintaining profitability is to drive efficiencies in each of these areas. In the early days of trading with Amazon, the primary goal was selection they wanted your entire catalogue ranged online. With minimal terms and limited costs, Amazon was probably the most profitable account for many toy companies at that time. Fast forward to 2022, and Amazon cares more about its Net PPM - more so than ever before. While you may have strong command of your negotiated coop terms and advertising costs, other Amazon-specific costs may be more challenging to track and minimise. Throughout the year, Amazon will continuously ask for chargebacks, shortages, hard bundling or unexpected fees in one form or another. There will be cost price increases, requests to join new operational programmes and the cost of resources, to name but a few. Does your business know its true cost to serve Amazon?

Operational Costs & Chargebacks – the silent killer Chargebacks – they’re costly, time consuming and often overlooked. With P&L responsibility repeatedly landing on the sales function, comes the challenge of engaging your account manager into the world of shipments and deliveries.

Amazon is a master of marketing and the same is true for how it communicates with its vendors. Spiralling costs are often masked by complex acronyms when really the task is simple: deliver on time and in full, in the correct configuration.

Delving into the Vendor Manual from Vendor Central should be everyone’s first port of call to understand how to prevent these chargebacks. In a world where Amazon is happy to buy your whole range, processes for operational success could see you hit that profit target rather than adding massive penalty charges to your account.

The challenge this creates is one of internal communication. Amazon is often branded as a Marketing and Sales account – but never forget serviceability. An end-to-end process of managing chargebacks should see your profitability increase. Never forget the power of finance and operations, they will provide key visibility on Shortages and On Time Accuracy charges, which can quickly mount and have a significant impact on your P&L.

Amazon Cost Price Increases the art of negotiations If you’re looking to improve your vendor margins on Amazon, chances are that you’re planning to increase your cost prices. After all, Amazon will simply pass the cost increase on to the end customer, right? Wrong!

Amazon is a price follower, meaning it will match the lowest price of a product in the market. Cost increases make it harder for Amazon to maintain a margin, so their Vendor Managers (if you’re lucky enough to have one) are likely to reject your cost increase right away.

Without having a VM in your arsenal of defence, it’s hard

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to negotiate your price increases. However, if you’re able to demonstrate pricing has moved in the market segment, it’s likely that Amazon’s systems will auto accept your price increases.

Team of a labour-intensive account With limited contact at Amazon, management of an algorithm is required, which ultimately means more resources (compared with other accounts) to manage – and the cost of resources continues to creep up. With limited skills in the market, Amazon talent is more expensive. Alongside an Amazon lead, there will often need to be a skilled team to support growth aspirations, from managing Amazon advertising to analysis of chargebacks. And if you’re fortunate enough to be able to invest in an Amazon AVS, you will require time and resources to manage the AVS. When you factor the cost of the team, is Amazon truly profitable for you?

Amazon Advertising: It pays to play Brands must advertise to stand out in a competitive market. More product views than ever are coming from paid placements on Amazon. When you’re paying to play, you need to optimise every penny spent. And Amazon PPC shouldn’t be seen as a short-term strategy.

When you have a long-term approach, you’ll win more clicks and sales from other retailers, but your organic placements will be boosted too. Without investing in Amazon Advertising, your products don’t have much chance of success, but with more companies increasing their Amazon Advertising spend throughout the year, the cost of advertising is increasing. Without spending in this highly competitive area, it will be challenging to grow your Amazon business.

Cost of Content and Keywords 70% of traffic comes from a mobile device, where only two product listings appear above the fold. If you’re not appearing ATB then chances are your competitor is.

Advertising on Amazon fits into the oldest saying of all: the right stock in the right place at the right time but replace “stock” with “product.” It’s common knowledge that there are machines out there that can change 300,000 bids a minute to optimise your spend – but often the biggest area of unsuccessful investment comes from broad keywords which are not converting.

In a world where New to Brand customers are costing more and more, it is important to optimise every penny you’re investing. There can sometimes be a “set it and forget” attitude when it comes to Amazon’s seemingly automated marketing platforms. Do not fall for this constant adaptation of strategy and budgets should be in place, especially if you’re using an agency.

In summary, the Amazon platform is a master at disguising hidden costs. The true skill and success factor is empowering your business with visibility of these costs.

Once you have this visibility, the strategy of investing and servicing Amazon as a platform becomes clear. The Etopia team is confident it will yield a more profitable account.

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Company Profile

IETP

IETP launches new program to help the global toy industry achieve environmental ambitions In collaboration with the toy industry, IETP has developed an Environmental Assessment Program, which will enable companies to gather environmental metrics cost-effectively and efficiently. Todd Merton, head of Business Development, tells us more.

Sustainability and procurement professionals need better information to identify the positive and negative environmental impacts of their products. Through better information, companies can identify opportunities to improve and ensure they are a positive participant in the global fight to address climate change.

Knowing more about the environmental impacts of your products helps you to identify opportunities, as well as risks, to gather information for internal or external ESG (Environmental, Social, and Governance) reporting, and informs your business, helping you develop strategic plans to support growth.

When it comes to environmental responsibility, we know that it is not enough to look within your organization alone. Responsible companies also need to understand the performance of their supply chain partners and be able to communicate the performance and progress of their businesses’ activities and impacts on the communities where they operate.

The toy industry challenged IETP to provide support that would enable small and medium-sized companies to better utilize their limited human and financial resources to actively contribute to the global effort to address climate change. In response, we developed the Environmental Assessment Module. This new module is designed to enable companies of any size to understand the environmental performance of their supply chain, to better develop their sustainability strategy, and by using supply chain operational data, to join forces with the rest of the world in combatting climate change.

In our development we have responded to the specific challenges the industry told us they were facing:

Challenge 1: How to collect environmental metrics efficiently, how to reduce the time & effort required to gather this data?

It is a daunting task, especially if you are manually collecting and sorting data across countless emails between you and your global suppliers. Reading through long email chains, losing track of the most recent documents received, trying to ensure you are updating and storing this information in the right folders for future use, is not the most efficient use of your time.

Data collection is a time-consuming task. As we

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started our product development it was agreed that a core objective would be to enable companies to spend more time analyzing data which could be used to inform their strategic plans and take action, instead of spending huge amounts of time, and money, on the data gathering process. We wanted to enable positive impact through efficient data collection.

To tackle this issue, the simple answer was to go digital. An online assessment that allows your suppliers to efficiently share their information using drop-down options, anytime and anywhere.

Online tools allow you to collect environmental

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Company Profile data from your global supply chain quickly and at scale, easing the data-gathering burden by giving you back time to focus on what’s important.

Online also means that data can be shared with multiple companies, so a factory that completes the Environmental Assessment Module can then share it with all their customers, reducing duplication and lowering costs.

IETP

consumers’ expectations and what are your retail partners looking for in terms of product ranges?

The company should clarify their objectives and ambitions, these should be known, and plans established to achieve them.

To help establish your company’s environmental strategy, ask questions of your partners, peers and customers, enquire about their guidelines, policies, objectives and commitments in key environmental areas. Get inspired and seek to inspire others.

Collaboration is at the heart of all we do at IETP. We know that by working together we can all achieve much more than when we work in isolation.

The IETP Environmental Assessment module will be a key enabler of the global toy industry’s positive action on climate change. The Assessment, completed by an individual factory then shared will all their customers, will enable consistent, high quality, data reporting.

Challenge 4: To provide support to companies who have no, or limited, environmental expertise within their team.

Challenge 2: How to ensure the environmental data collected would meet evolving needs?

This is a common question for SMEs and for those who are beginning their sustainability journey, passionate about making a difference and taking climate action, but at the same time concerned if the data collected will meet their future needs. As your company is growing, so do the needs of your environmental reporting, so it is wise to embed flexibility in your data gathering method early on.

The IETP environmental module provides a remote assessment tool that can be used to provide a standalone report and be easily integrated into other environmental initiatives.

IETP provides an assessment format which will evolve to meet changing needs over time. As we did when the IETP Factory Certification program was created for labour standards assurance, the toy industry has come together to create a solution for all that is future-proof.

IETP is the only specialist labour and environmental program developed by the global toy industry specifically for the global toy industry. The new Environmental Assessment Module has been developed with the support of a dedicated group of responsible sourcing experts from all parts of the global toy industry, including major retailers.

The pre-designed questions enable consistent data to be collected. Suppliers can be easily compared, informing procurement strategies and supplier agreements. The output of the Assessment enables your supplier and you to develop an action plan to improve your organization’s environmental impact which can be measured over time and report on key metrics easily.

The assessment was also designed to enable integration with other systems if needed. All the data collected can be used with your existing or future environmental reporting processes, removing the need to repeat the data collection exercise.

Another value of being part of the IETP community is the opportunity to come together to learn from, and inspire, each other. IETP host a series of roundtable meetings each year and one will shortly be announced focusing on recycling in the toy industry.

Challenge 3: To help companies who are just getting started with their environmental planning.

Many companies are just getting started, so if you are too, you are not alone. To start with, it’s important that you understand the environmental impacts of your company’s products. For example, are you making wooden products or plastic ones, where are you sourcing from, what are your

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Challenge 5: To ensure companies could meet regulatory requirements, such as the proposed regulations in Europe and other markets, that they might be asked to provide data for.

Regulation is increasing and therefore the reporting burden on companies is too. For example, the EU Commission released a proposal recently for a Directive on Corporate Sustainability Due Diligence. Such a Directive would impact companies of all sizes directly or indirectly. It is expected to include requirements to better integrate risk management and mitigation of human rights and environmental risks and impacts. This would no doubt result in many companies being asked to share environmental metrics from their supply chain. Consumers are also increasingly making informed purchasing decisions based on the environmental impact of the product.

So now is a great time to start collecting environmental data from your operations and your suppliers. To learn more about IETP’s Environmental Assessment Module get in touch with todd.merton@ethicaltoyprogram.org

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I was slightly surprised to hear from a couple of suppliers that some retailers’ terms are just too onerous to sign up to. And it’s not even necessarily the ones you might think - interestingly, it was the terms of some online retailers that were cited as the toughest to agree to. It was perhaps not a shock that a certain major online platform was one of the accounts singled out – the platform’s intransigence was evident last year, when refusing to accept price increases from many suppliers who were trying to balance the books as a result of massive cost hikes across the supply chain. I have seen an email which offers hope that the platform in question may be more open to accepting price increases this year, but as ever, the proof will be in the pudding – what will they deem an acceptable rise? And will they try to give with one hand and take away with the other, a trick ‘perfected’ by the Chancellor in his recent budget. And, as ever, negotiating not with a real person, but a chatbot (or perhaps just an algorithm), brings its own challenges.

But they’re not the only ones – while I was surprised to hear how long it takes to open an account with some of the grocers these days (six to nine months apparently being quite commonplace), I was even more surprised to hear of a returning entrant to the market seemingly basing its terms on its glory days. Bold and brave?

Confident? Or… The US Toy Association has announced the new dates for the ’23 New York Toy Fair and has also unveiled some of the thinking behind the decision. Members of the press were invited to a conference call at which Toy Association president Steve Pasierb revealed that the show will take place from 30th September to 3rd October next year – apparently it was not possible to make the change in time for this autumn, presumably due to venue availability. It is worth noting that this date overlaps slightly with BLE – the New York Fair will finish on the day that BLE starts. While there is only a relatively modest crossover in terms of exhibitors and visitors for both shows, it will still be an inconvenience – but at least it is only for one year…

The change of date came after the Toy Association canvassed its members and other stakeholders about when and where the show should be held. Steve admitted that the feedback was not unanimous, and that there was no magic solution which would work for everyone. Nevertheless, the end of September was clearly the majority decision – and given that neither November or December were viable options due to Thanksgiving and Christmas holidays/sales periods, and January is already a heavily congested calendar for the global toy community, you can certainly see the logic behind that conclusion. The best analogy I have come up with is to look at the whole autumn winter selection period as a race, with a start and finishing line: previously, when it took place in the middle of February, the New York Toy Fair was held right at the finishing line…indeed, perhaps after the finishing line. The show has now moved to the starting line – where previously people looking to get a head start on selections looked to Hong Kong or previews, the New York Toy Fair is now presenting an opportunity for those retailers who start the process early…

There will undoubtedly be challenges: not all toy companies would traditionally be ready to present finished items in September, so some may have to look at shifting their development process forward – although at least they have 18 months to do that. The concerns about the show resembling a ‘walled city’ have already been noted by the Toy Association, who have said they will make a concerted effort to stop that

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from happening. They’re right to be wary of creating an unwelcoming atmosphere, but how many US companies will be worried about putting new innovations in the public eye so early on? There has always been concern from US companies over knock offs, which will only be exacerbated by moving the show forward by over four months. And with certain new lines being dependent on selections from Walmart and Target to go into production, some buyers could end up selecting ranges that never even make it to shelves…

Conversely, the change of date could be good for both the London and Nuremberg Toy Fairs – and indeed Toy World. In the past, certain US companies have chosen to wait until New York to unveil their biggest new releases, meaning visitors to the two European shows sometimes only get to see half of the picture. By January 2024, there should be no reason why visitors to London and Nuremberg shouldn’t get to see the full range, including the hottest new lines. I am also looking forward to advertisers being able to include ALL their most exciting new launches for 2024 in our January Toy Fair edition – with nothing embargoed or being kept ‘under wraps’ for a show taking place six weeks later, when some of our readers are making their key selection decisions in the weeks immediately after our issue appears…

On the subject of the London and Nuremberg toy fairs, I have seen a few people on LinkedIn suggesting that they should consider aligning their dates with New York. Having spoken to both organisers in recent weeks, I can categorically assure you that there are currently no plans for that to happen. Both organisers are happy with their current timeslots, and while I suspect they will be watching the New York developments to see how the US toy community reacts, they are happy that the timing of their events matches the needs of their own audiences…

I also understand that the US Toy of the Year Awards will be following the show and moving from February to September; while that will undoubtedly present some challenges – principally, deciding what the year’s hot toys are going to be in August – it will also open up some interesting opportunities for pre-Christmas coverage for the winners. Rather than being a ‘congratulations, well done’ to the toys that did well a month or two ago, the awards will turn into a prediction of what is going to be big in the months to come, allowing winners to capitalize on their award while there are still sales to be fought over. In essence, it will do what Dream Toys aims to do here each year – fire the starting gun on the festive season and point consumers towards the latest hot toys ahead of the industry’s major sales season…

Meanwhile, the situation out in China and the Far East remains in flux; on the plus side, I have seen evidence to suggest that container prices are falling to far more manageable rates – not as low as they were back in 2020, but a long way below their 2021 peak. However, I am sure we are all aware just how reactive pricing and capacity are in relation to Covid outbreaks, and if you have seen the recent footage from Shanghai – where lockdown really does mean lockdown, with all shops and even hospitals closed, frightening Covid camps and family pets of people who catch Covid being “taken care of” by the authorities in the same way The Godfather took care of his enemies – you will appreciate just how rapidly things could change. Bear in mind that when the Shanghai lockdown was initially announced, it was supposed to be in place for four days. A few days later, it was extended into an ‘indefinite’ lockdown. If that were to happen in a major port city or manufacturing hub, the impact on the global supply chain wouldn’t bear thinking about.

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