Feature
Q1 Ranges
So, what else is new? Arguably not the most glamorous time of the year, Q1 is nonetheless a vital time for toy retailers: a time to reinvigorate their stores and shelves with exciting new product launches and tempt in shoppers with Christmas cash to spend. Toy World takes a look at some of the upcoming ranges arriving between Boxing Day and Easter and asks a selection of leading suppliers how they’re supporting their retail partners during the period.
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ollowing all the excitement of the festive season, you’d be forgiven for thinking that toy retailers and suppliers would be taking some time for themselves, polishing off the forgotten ‘spare’ Christmas pudding usually found lurking at the back of the cupboard and planning their summer holiday. But that’s not the case. Q1 sees our nation’s toy community embrace the New Year with new ranges galore – and consumers are more than happy to snap them up. Traditionally, the best performing ranges in Q1 sit firmly within the Collectibles category, and as we all know, there’s been no shortage of those recently. Accessibly priced pocket money items don’t just offer kids plenty of bang for their Christmas buck (usually in the shape of cash or a gift voucher from grandparents or extended family), they also provide cash-strapped parents with some great options for treating the kids on a smaller budget. Will Collinson, general manager UK & Ireland at Zuru, says that whilst the company will be introducing its usual raft of exciting new additions across its entire product portfolio in Q1 2024, the team remains mindful of lower discretionary spend during the first half of the year. This combination of innovation and value, he tells Toy World, is precisely what retailers are looking for - and Zuru looks set to deliver it with what Will is calling ‘arguably its strongestever spring/summer 2024 line-up’.
“The launch that truly has us buzzing is Mini Sneakers,” he enthuses, when ask which range he’s most looking forward to seeing in stores. “It's a significant nostalgia trip, tapping into a prevailing trend we've noticed on social media and featuring iconic brands such as New Balance and Reebok. We're excited to give our loyal ‘Miniacs’ exactly what they've been looking for.” Epoch Making Toys’ Sylvanian Families brand will be welcoming a new nursery range that’s bright, cheerful and packed with features: it will also expand on the company’s ever-growing baby offering, which, according to MD Phil Hooper, taps into the current trend for all things little. He explains: “In addition to the two core products - the Sunny Castle Nursery and the Rainbow Fun Bus (which seats 28 babies and cradled babies) - there will be two complementary add-ons, a Nursery Swing and Nursery Sandbox and Pool, plus four entry price-point Nursery Friends sets. Designed to complement and connect to the core sets, these new products will enable consumers to expand their collections at an affordable price point.” Hunter Price is launching new ranges within its Toys & Activity product pillar, one of three areas of the business which have shown real growth potential over the past 18 months. Richard Belford, sales director – Toys & Activity, tells us he’s most excited about Hunter Price’s new FloraBricks and Snuggle Club ranges. The former allows
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kids to build their own floral displays using innovative connecting blocks, with the whole proposition built around letting both creativity and collectability blossom, while the latter will bring premium-look plush to market at an affordable price point. “Our ranges will always offer quality and value – it underpins everything we do,” says Richard. “When consumers are tightening their belts, the ranges and products we have in the market need to cut through and connect with the consumer.” Hunter Price’s Stationery, Arts & Crafts and Home & Lifestyle pillars will also be launching new product in Q1, including the next phase of Crayola creativity and the licensed Gabby’s Dollhouse hair accessories range. We’ve heard from a number of retailers that hair, beauty and self-care ranges for kids are showing healthy add-on sales potential in toy stores, particularly when time has been taken to curate a dedicated section showcasing a nice variety of goods. With Gabby’s Dollhouse currently one of the fastest growing properties in the market, Hunter Price’s new range will surely be one to watch and will offer an ideal cross-category addition to any Gabby’s area in-store. Meanwhile, Q1 will see MGA Entertainment introduce additions to existing best-selling ranges. Series 3 of MGA’s Miniverse Make it Mini Food Diner and Café will be joined by a new spring ‘24 small plush assortment for Fluffie
