From the Publisher

Despite Autumn’s arrival, we’re still waiting for signs that consumers’ thoughts are turning in earnest to Christmas shopping. It’s no secret that September and October retail footfall was hampered by a combination of floods and low consumer confidence, not entirely helped by murmurings of a severe budget to be unveiled at the end of October. By the time you read this, we’ll know if the warnings were an example of expectation management – hopefully, the leaked measures were worse than what was actually announced, so consumers will think “well, thank goodness it wasn’t as bad as we feared”.

Speaking to suppliers recently, it seems that a few retail buyers have been getting a little restless and pushing them to do something – anything – to kickstart festive sales. In some cases, better terms and deals were being requested, presumably with the intention of using price reductions and promotional offers to entice consumers. Other retailers have been asking when marketing support will kick in (and even suggesting it could be brought forward), although talking to a selection of seasoned media pros for last month’s preChristmas marketing feature, the general consensus was that if anything, many toy companies will be starting their media campaigns a little later this year, rather than earlier.

That seems entirely logical, given there is a perception that many consumers will purchase late for Christmas this year – as indeed they have for the past few years. Those retailers quietly panicking over October sales seem to have conveniently forgotten what happened last Christmas and the one before. In a way, it feels like we have gone full circle, back to the 80s/90s, when Christmas toy purchases didn’t really kick up a gear until after Bonfire Night (or perhaps Halloween and October half-term).

And looking at when Christmas falls in the calendar this year, that arguably adds further weight to the likelihood of a late sales surge. Christmas Day is on a Wednesday. Most people will finish work on the previous Friday, or possibly even the Thursday. That’s also when the majority will get paid. That leaves them the weekend, plus Monday and Tuesday to finish off their shopping, with money in their accounts. That all points towards a massive final week from where I’m sitting…

Although suppliers and particularly retailers would prefer Christmas sales to accelerate earlier, it does feel that the festive season is becoming more condensed than it has been in previous years, both in terms of marketing campaigns and consumer purchasing patterns. While that inevitably presents some logistical challenges, it also generates momentum and excitement that will hopefully see the toy community end the year on a high and give us a good springboard into 2025.

Looking beyond the festive season, retailers and suppliers are already deep in conversation about plans for Q1 and spring summer. So, our two product category features this month focus on the early months of 2025 – our round-up of new Q1 ranges and range extensions hitting shelves between Boxing Day and Easter starts on page 64, while our focus on the Outdoor toy category begins on page 98. Retailers of every shape and size acknowledge the importance of new product to freshen up their offerings after Christmas, and these two features showcase a host of lines that will offer consumers something new and different.

We also spoke to a selection of visitors to the LA Preview event, to gauge their reaction to this year’s trip. There’s no doubt that it is now a firm fixture on the annual toy calendar for an increasing number of people from the toy community, and next year’s event is expected to attract even more attendees from across the globe. Turn to page 44 for our ‘LA Confidential’ report.

We’re also delighted to bring you an exclusive interview with The Entertainer CEO Andrew Murphy, in which he talks to our editor Rachael Simpson-Jones about the retailer’s plans for international expansion, as well as his thoughts on the Tesco rollout, which was completed (on time) in the middle of last month. He has some very interesting things to say about the partnership, and in particular The Entertainer’s plans for the product mix moving forward. Whether suppliers will be thrilled with what he has to say or not, you can’t fault his honesty and openness (which also extends to an admission that being closed on Christmas Eve last year, because it fell on a Sunday, was a “big deal” for The Entertainer). So, if you are keen to understand a little more about what The Entertainer has planned for 2025 and beyond, turn to page 40.

In addition to these articles, we have plenty more great exclusive content in this edition – PR stalwart Michele Bates from Evolution PR discusses the resurgence of PR events as a valuable comms tool (although she admits they aren’t for everyone); Carl-Mikael Wilhelmsson looks at how toy companies can best access funding, and even has a generous proposition for companies looking for financial support; US indie retailer Rick Derr from Learning Express Toys in Lake Zurich writes about how best to cope with the rise and fall of craze lines and Character Options tells us all about the new range which graces this month’s Front Cover – viral sensation Skibidi Toilet. It is undoubtedly one of the more ‘leftfield’ brands to ever appear on our cover, but I have a sneaking feeling that it’s going to be a big hit.

Hopefully there will be lots of other big hits emerging in the coming weeks – the countdown to Christmas is well and truly on.