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.

Following 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

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

Stuffiez. Both brands arrived on the scene earlier this year and have proven immensely successful, including on social media. Given the current economic climate, MGA Entertainment is focused on ensuring every brand offers a range of products at entry price points. To this end, L.O.L. Surprise! - which in Q1 will welcome seasonal new additions that promise to enhance collectability - will continue to build on its £9.99 proposition, whilst Fluffie Stuffiez will extend its £14.99 range, in which each product offers three ways to play. For the very first time, MGA will also be launching its first sub-£20 fashion doll: readers can find out more about this in due course, as MGA is keeping things under wraps for the time being.

Away from pocket money toys and collectibles, there’s no shortage of new games for Q1. The Epoch Games portfolio is expanding further with not one but two hugely popular licences joining the line up for 2024, both of which will tap in to new and existing film and TV releases. Cartamundi is re-introducing the best-selling Color Addict card game to the market for 2024 with a handy new package design, and in time for the 2024 Euros in Germany, Winning Moves will be updating Top Trumps Specials, Top Trumps Match and Monopoly with a football-themed new look.

There’s a lot to look forward to in licensing too. Rubies is launching new costumes based on the world of David Walliams, Spin Master welcomes the new Paw Patrol Jungle Pups toy range, Posh Paws is poised to celebrate the April release of Godzilla x Kong: The New Empire with new plush, and Tomy’s Toomies brand is bringing through Bluey bath toys for pre-schoolers. Galt, meanwhile, is releasing the first products under its new licensing collaboration with the Natural History Museum: Let’s Learn Dinosaurs and Let’s Learn Tiny Creatures.

Of course, it’s not enough simply to create new products. Suppliers must also raise awareness of them among target consumers, convert views into purchases, and support their retail partners throughout the crucial Q1 period to ensure their relationships thrive throughout the remainder of the year. Michelle Lilley, vice president Marketing – EMEA at MGA Entertainment, says the

company continues to invest in its toys’ on-shelf presence and standout, clever packaging, both of which drive sell through, as seen with MGA’s Miniverse sidekicks. New CDUs for L.O.L. Surprise!, Fluffie Stuffiez and MGA’s Miniverse, meanwhile, will allow consumers to see exactly how much play value is in each package, and the company is also investing heavily in marketing support spanning everything from high-impact media spend to influencer content and PR.

She explains: “Consumer-first marketing is key – from high reaching, on-brand TikTok content to in-person experiences across shopping centres and high footfall locations. Our strategy is to ensure we have a strong presence and are competitive in the early months of the year, right from Boxing Day, when we know consumers will be spending post-Christmas. We lead on innovation as much at the start of the year as we do in Q4.”

Like MGA, Magicbox Toys has also been uplifting its toy ranges for Q1 with fun new packaging tweaks. For example, the new KookyLoos window packaging allows consumers to try out the unique face-flip feature of each doll, highlighting the USP of the brand and showing off the expressive characters available to collect. The new packaging is just one of the ways Magicbox’s ongoing commitment to range development comes through at retail, as well as its passion for product deployment. As Suzie Howes, head of Marketing at Magicbox Toys, puts it, the work that goes into enhancing the company’s KookyLoos, Superthings and T-Racers ranges shines through season after season. “The first quarter of each year always see significant changes to some of our product development and it’s therefore a consistently exciting time within the business,” Suzie tells Toy World. “I like the fresh start of a new year and can’t wait to see our 2024 ranges on-shelf.”

Suzie goes on to explain that while Magicbox’s retail partners are supported with good margins and a flexible attitude year-round, they are further supported during key periods such as Q1 with direct and personal marketing plans. “We consistently push to drive traffic both in-store and online and support all our retailers no matter how

big or small they are,” she says. “We’re also always open to ideas and conversations about new ways to work with our partners and like to keep our plans fluid, so we can suit all retailers’ needs.”

Zuru’s Will Collinson says the company stands out in the supplier landscape due to its unique setup; while Zuru operates like a domestic supplier in many ways, it works on an exclusively import-only basis. This approach enables Zuru to offer very strong margins to its retail partners, which Will says ultimately translates into ‘worldclass pricing for consumers’. He adds: “We also provide extensive targeted and customised marketing support, tailored to the specific needs and requirements of each retailer. Additionally, we offer comprehensive out-of-aisle programmes, delivering incremental business by utilising off-fixture space. We also partner during key sales events, to maximise as much traffic as possible. Our unwavering focus is on delivering excellence and compounding improvement, both internally and externally. From spring onwards we’re adding stability and innovation to our best-selling ranges, including Rainbocorns, X-Shot, Mini Brands and Robo Alive. As Zuru is arguably the home of value, we're dedicated to solidifying our position and continuing to provide unmatched products and experiences for our customers.”

Driven by a ‘partnership-mindset’, Hunter Price aims to build ranges in collaboration with retailers and provides scalable retail solutions, from variable price points to packaging and PR support to offer consistent quality and value. As explained to Toy World by Richard Belford, the company also invites partners to work with its product development and design teams, as well as its in-house marketing team, which helps bring to life the ranges through engaging content and campaigns. “At Hunter Price, our service and support is truly personal, and we believe it’s this approach which helps build lasting relationships,” finishes Richard.