Toy World Magazine October 2021

October 2021 Volume 11 Issue 2

60295

Stunt Show Arena

60294

Stunt Show Truck

60293

Stunt Park

60299

Stunt Competition

60297

Demolition Stunt Bike

60298

Rocket Stunt Bike

©2021 The LEGO Group.

The Team...

CONTENTS October 2021 Volume 11 Issue 2

John Baulch

42 Special Feature: BTHA Safety Campaign

46 Special Feature: Playtime PR

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

Mark Austin

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

News

Regulars

Features

07 From the Publisher 08 News 20 Industry Moves 24 Marketing World 120 Allegedly

26 32 34 39

28 42 46 52 92

Generation Media NPD Letter from America Talking Shop

Anita Baulch

Company Profile: Toytopic Special Feature: BTHA Safety Campaign Special Feature: Playtime PR Feature: Buy now for Xmas Feature: Character Licensed Merchandise

Dont miss our special Licensing World feature this month starting on page 58 includes all the licencing news, interviews with Anna Knight and Richard Hollis, Brand profiles, a Barbie special and much more...

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

Contributors

The NPD Group | Mark Buschhaus | Stephen Barnes | Charlotte Brehaut | Rick Derr

Rachael Simpson-Jones

52 Feature: Buy now for Xmas

92 Feature: Character Licensed Merchandise

Editor rachael@toyworldmag.co.uk 01442 502 406

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

Toy World 5

Toy World Magazine

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

A

tantalizing slice of normality has crept back into my working life over the past month; after an 18- month hiatus, I was able to visit two trade shows – the Autumn Fair and the Independent Toy & Gift Show. The mood at both events was buoyant – as the new joke goes, “It’s nice to be here. In fact, it’s nice to be anywhere right now.”

from the publisher

John Baulch - @Baulchtweet

As a close-knit community, I do believe there is a strong desire to meet up again en masse – not to mention the fact that the process of selling and buying of toys is far more effective in person, rather than being conducted digitally. That isn’t to say that digital presentations don’t have a place – they have been a hugely valuable lifeline over the past 18 months. However, face to face meetings, trade shows and buying trips work on a completely different level, and I am sure we are all looking forward to Toy Fair Season ’22.

Out in the market, supply chain and stock issues notwithstanding (one person recently told me that what had hitherto been earmarked as ‘clearance stock’ is now just ‘stock’ again), the general feeling is that we should be heading towards another decent festive season. There can’t be many consumers left who haven’t received the ‘buy early for Christmas’ message loud and clear. And surely, in this year of all years, cutting prices to the bone or running loss leader promotions would be the very definition of madness? The indies always get caught in the crossfire when the big boys fight over market share or lose their nerve over stock levels, but with everything that has happened in the supply chain, hopefully they won’t have to don their tin hats this year…that would at least be one positive from the current situation.

Indeed, it is good to hear that the specialist sector continues to thrive. Cast your mind back to last March and as non-essential stores were forced to close, the media was full of doomsday predictions about the death of the High Street. Yet 18 months later, almost the reverse has happened: if anything, many High Streets have been reinvigorated by people embracing the shop local ethos that prevailed during lockdowns. Indies have forged closer links with their communities and customers, and many consumers have rekindled their love

Toy World 7

of shopping in a store where a friendly face and a helping hand from someone who knows and loves toys is all part of the service.

There will always be consumers who want the convenience of online ordering, or to pick up a toy with the weekly grocery shop – and the continuing health of the online arena and grocery toy aisles can only be good for the industry as a whole. But equally, I hope there will always be a place for specialist toy stores which deliver a more magical, memorable experience.

We’ve got another packed issue for you this month, including an extensive Licensing World section, which starts on page 58. There is also an exclusive article on the BTHA’s latest safety campaign, which I encourage you all to read. More importantly, it would be great if every Toy World reader actively gets behind the ‘Still Toying with Children’s Safety’ campaign. Any day now, the story will break across the national press – and hopefully the message will get through to consumers about buying their festive toys from reputable sources. That is an important short term call to action which the industry needs to convey. However, there is an even more important medium-long term goal behind the campaign – a petition has been launched, with the aim of getting 100,000 signatures, so that the subject has to be debated in Parliament. Clearly, that is an ambitious target: but if every company across the toy community supports the initiative, and retailers can persuade their customers to sign too, it will send a powerful message to the government.

The simple fact is that the online platforms have been dragging their feet on this matter: they say they are addressing the problem, but progress is painfully slow. As things stand, any action on the part of the online platforms is entirely voluntary – how different would it be if there was a mandatory legal requirement to stamp out bad practice? As a community, we can help to make that happen.

So, please, read the article, and put yourself in the position of the mother whose child had emergency surgery as a result of buying unsafe toys online. That could happen to anyone; physical toy retailers have a legal obligation to make sure the products they sell are safe. Surely online platforms should be held to the same high standard – ultimately, that would be the best level playing field of all.

News Latest NPD data shows UK toy market performing strongly The NPD Group has released its latest figures for the British toy industry, showing robust sales so far in 2021. The strong level of sales reached last year continued into the first eight months of 2021 and, compared to 2019, there has been a 10% increase in value sales, with just a +0.5% increase in volume sales.

Frédérique Tutt, global industry expert, Toys – The NPD Group, commented: “In short, Brits have bought the same number of toys compared to a “normal” year but have opted for more expensive products. The 9% increase of the average price paid per toy, up from £7.81 in 2019 to £8.52 this year, doesn’t reflect inflation or price increases but shows that we have bought bigger boxes, offering longer and better play time rather than everyday low-priced toys.”

The categories that have grown most in 2021 include Building Sets (+£13.7m), Strategic Trading Card Games (+£11.7m), Traditional Plush (+£9.3m) and Non-Strategic Trading Card Games (+£9m). These trends indicate a return to in-store buying and a come back for collectibles.

With 19% growth since the beginning of this year, collectibles are performing robustly, despite schools being closed for weeks. Pokémon cards are leading the way ahead of Panini stickers, L.O.L. Surprise!, Funko Pop! and Zuru’s Five Surprise. NPD tips Fidget Pops as the latest playground favourite, with more than a 1,500,000 already sold to date; and new products such as Shopkins Real Little from Moose or the return of Zoobles from Spin Master also look set to follow the trend.

Frédérique added: “As kids go back-to-school, expect to see a strong performance from collectibles that will reinforce an already upward trend.”

In the first half of 2021, 60% of overall toy sales in the UK were made online, the highest number in Europe, a 4% increase in sales over last year.

“In the first six months of the year, both grocers and toy specialists gained share in the UK toy market,” explained Frédérique. “This was achieved by sales in grocery stores which stayed open continuously, and online for the specialists who devoted more space and investment in their omnichannel strategy.”

Frédérique advised: “With anticipated supply chain shortages and resultant price increases on the cards, people need to shop early if they know what toys children want this Christmas.”

Brian Simpson rejoins SMF Toytown Alan Simpson, Toytown’s managing director, has announced that his son Brian has decided to return to SMF Toytown, his family’s company, after leaving it in April this year.

In a statement, Alan said: “I am delighted to report that Brian Simpson will rejoin SMF from 1st October this year. Brian had taken up a position in mid-April as a senior buyer for a major manufacturer in the food industry based in Northern Ireland. He has really enjoyed his time there and has thrived over the last few months but came to realise that his heart was really at Toytown, the family owned business he joined just over 10 years ago.

This enables me to restructure the management of the company and to take a major step back from the helm of SMF after 42 years in the toy industry. I look forward to beginning a period of semi-retirement. I have every confidence that we now have a team in place to drive the business forward, having enjoyed a very positive period since lockdown conditions were imposed in March 2020. We enter the final few important months of trading in 2021 with much uncertainty threatening to affect so many areas of retail, but I am extremely confident that SMF is in a great position to deal with whatever curveball is thrown our way.”

distributor of leading brands

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

Toy World 8

ELECTRIC GO KART

01626 835400

www.wiltonbradley.co.uk

sales@wiltonbradley.co.uk

Video ads available on youtube

News MGA dominates August toy sales as L.O.L. Surprise! takes No.1 spot MGA Entertainment looks set to dominate the toy market once again ahead of the key Christmas season. According to The NPD Group, MGAE’s leading L.O.L. Surprise! brand was the No.1 selling toy property for August in the UK, as well as the No.1 property within the Dolls supercategory.

MGAE holds the top 5 items in the Dolls supercategory for August, with four L.O.L Surprise! items and one from Rainbow High.

Dolls was the 4th largest supercategory in value size for the month, however it did see a -11% decline compared to the same month in 2020. Regardless of this overall supercategory decline, the top subclass, Fashion Dolls, grew by +13% and was worth nearly a third of total Dolls, whilst every other subclass declined year on year. This was helped by the ongoing popularity and category domination of the L.O.L. Surprise! O.M.G. Fashion doll and Rainbow High ranges.

MGAE also had 11 of the top 50 items YTD and 12 of the top 50 in August, further demonstrating the company’s ongoing dominance within the overall market and suggesting that MGAE could end up as the No.1 property for 2021.

Isaac Larian, CEO and founder of MGA said: “L.O.L. Surprise! will be the No.1 toy brand in 2021 once again, as we continue to create blockbuster toys and fashion dolls during another very tough year for the industry.”

According to The NPD Group, the top five Dolls were: 1. L.O.L. Surprise! O.M.G Doll 2. L.O.L. Surprise! Dance Dance Dance Tots 3. Rainbow High Doll 4. L.O.L. Surprise! All Star B.Bs 5. L.O.L. Surprise! Tweens

Melissa & Doug appoints DKB Toys & Distribution in UK Following significant investment in its first ever global and UK television and digital advertising campaign earlier this year, Melissa & Doug is looking to expand in the UK by appointing DKB Toys & Distribution as its distributor for the territory.

Melissa & Doug will continue to service its key customers directly, but DKB will pick up the extended customer base of over 2,000 UK customers from this summer onwards.

DKB will have full domestic stock of all Melissa & Doug SKUs which will be fully integrated onto the new DKB Toys & Distribution website. DKB will also support the partnership by expanding its field sales team which focuses primarily on independents, and the team will also represent Melissa & Doug at future trade shows.

Chris Lohmeyer, MD of DKB Toys & Distribution, said he was “absolutely delighted” to be working with Melissa & Doug, adding: “Our partnership will be mainly focused on independent customers, giving them the best service and good stock levels of key products all year round via our website and Khaos system.”

Grant Gie, international sales director at Melissa & Doug, added: “The decision to execute a hybrid model was simply based on serviceability; DKB’s set up offers Melissa & Doug’s customers full flexibility when ordering across our 18 toy categories, 24 hours a day 365 days a year. I was very impressed with DKB’s commitment to delivering our brand and products wider and deeper than ever before in the UK. DKB’s ambition matched ours, as demand for our product continues to go from strength to strength. We’re now one united team across two companies, with one strategy and growth goal for the UK business and we’re very much looking forward to a successful year ahead.”

Format Games signs global distribution deal with Asmodee Following a UK distribution deal signed in February, Matt Edmondson’s Format Games and Asmodee have signed a new deal which will cover the US, Canada, New Zealand, Australia and South Africa.

Television and Sony Award-nominated radio presenter Matt established himself as a board game inventor when he created the party game Obama Llama. Last year, he followed it up with the sold-out-success Ansagrams, which he published independently.

During lockdown, Matt used his creative energy and experience of designing games to come up with new ideas. Along the way, he also taught himself graphic and packaging design, copywriting and learnt about the games’ manufacturing process – everything needed to bring the games to market independently. Partnering with his brother-inlaw, businessman Laurence Emmett, the pair founded Format Games and are set to launch two new games this year: colour-mixing card game, Egg Slam, and the immensely replayable trivia game, So Wrong It’s Right.

In the UK, word game Ansagrams is now distributed by Asmodee to a number of major and indie retailers including John Lewis and Waterstones, while Egg Slam and So Wrong It’s Right make their high street debut exclusively at John Lewis for autumn/winter 2021. All three games will launch in other global territories through Asmodee in spring/summer 2022, along with a fourth new game, Noggin, which will also be available in the UK next year.

“We’ve likened the experience to a couple of guys taking up busking on Monday, then being signed by a major label for a five-record deal by Friday,” commented Laurence Emmett, co-founder of Format Games.

“Matt came out of lockdown with a raft of game ideas, ready to bring to market and – thanks to last year’s success with Ansagrams – Asmodee could see the potential of our whole portfolio. We know we’re in great hands with such a stellar distribution partner globally and can’t wait to see all our titles becoming firm favourites with families and friends all over the world.”

Matt Edmondson added: “Lockdown gave me the perfect opportunity to explore my potential even further as a games designer. I’m excited to see people of all ages discover the wealth of different play experiences that Format Games has on offer and am thrilled that Asmodee has picked us up at such an early stage of our life.”

Toy World 10

News Bachmann Europe raises £60k through Captain Tom inspired train pack In September, Bachmann Europe presented £60,000 to NHS Charities Together in a ceremony at the GB Railfreight/EMD Roberts Road Rail Maintenance Depot in Doncaster where Class 66 No. 66731 ‘Capt. Tom Moore’ was in residence.

Earlier this year the Bachmann Collectors Club released its Pride of Britain Train Pack, celebrating the incredible fundraising achievements of Captain Sir Tom Moore and honouring the NHS and all its key workers during the Covid-19 pandemic.

The presentation was conducted by Keith Thomas, financial controller for Bachmann Europe and Paul Matthews, head of locomotives for GB Railfreight.

The Collectors Club members who purchased a Pride of Britain Train Pack when first released were entered into a prize draw to win a guided tour of the depot and the lucky winner, Denis Armstrong, was also in attendance to receive his prize.

The Pride of Britain Train Pack has been produced in N and OO scale (with a sound fitted option in OO scale) and each pack includes a Class 66/7 locomotive No. 66731 ‘Capt. Tom Moore’ in GB Railfreight’s ‘Thank You NHS’ livery and two Easy Model 1:72 scale aircraft – Hurricane LF363 and Spitfire MK356 – portraying the two aircraft that performed a flypast for Captain Sir Tom on his 100th birthday.

A limited number of each pack remains available, which can be purchased directly from the Bachmann Collectors Club.

Bachmann Europe thanked all Bachmann Collectors Club members who have supported this venture for helping to raise the fantastic sum for the charity.

Playtime PR unveils new global collaborative The Play Group Playtime PR has expanded its global alliance of partner agencies, rebranding this collective as The Play Group. Teaming up with other valuesdriven agencies around the world, this new evolution of Playtime's global network, which was first established in 2018, sees even more expert agencies collaborating on client brands with global PR and communications needs.

The strategic move ensures Playtime’s clients have access to expert PR solutions in even more territories, as the agency has identified and partnered with specialists in the USA, Germany, Italy and Spain. The Play Group’s founding members are: Playtime PR – covering the UK and headed up by CEO, Lesley Singleton, and director of Strategy & Creative, Ceriann Smith; PlayWise Partners – covering the USA and led by co-founders Sheena Stephens and Rachel Griffin; blattertPR – covering Germany and Austria, and led by twin-sister managing partners Sabine Blattert and Miriam Blattert; Be Now Comunicacion – covering Spain and headed by sibling Founders Begoña Gonzalez and Pablo Gonzalez;and Pragmatika – covering Italy, led by president & CEO Rossella Lucangelo.

Enabling each agency’s teams and clients to tap into insights from other territories to help sensitively localise strategies and deliver campaigns in a more authentic and culturally relevant way, The Play Group is a flexible solution for existing clients seeking a similar agency approach in other countries, as well as for new brands seeking a one-agency-style approach with truly localised solutions.

Playtime PR’s Lesley Singleton said: “Increasingly, we found that our global clients would say ‘We want Playtime, but in all our key territories please, not just the UK’ – which is a massive kudos to our UK team and work, but a bit of a challenge, even with our 100% flexible working model. So, we set about identifying the right agencies to build this Group with – it couldn’t be just anyone, it had to be those that shared our playfully brilliant work ethic, our values and passion, our no-nonsense results-driven style. The agencies you see here as we launch The Play Group are exactly the right fit. Some have a similar model to ours, while some were born just before or during the pandemic, but what they all have in common is a desire to create excellent work for their clients, always.”

Toy World 13

hy Catces Tun

3 Bend my Arms & head

Watch me Dance!

TV

Commercial

VISIT US AND FIND OUT MUCH MORE AT

 eolo.com

EOLO TOYS sales@eolohk.com Tel. +852 2363 1998 SHOWROOM: UNIT 609, 6 F, PENINSULA CENTRE NO.67, MODY ROAD, T.S.T, KOWLOON, HK

....Plus many more well known brands

News Hunter Price makes waves with Splash Mania Over the past 18 months, Hunter Price’s Splash Mania brand has been making waves in the outdoor play market with its diverse range of fun and family-friendly inflatables. With sales growing exponentially, thanks to parents and kids spending more time than ever before at home, the Hunter Price team has continued expanding its collection of products for both at-home and holiday play. The Splash Mania line-up currently comprises everything from slip ‘n’ slides and sprinkler toys to shaped pools and pool party packs.

Richard Belford, sales director at Hunter Price, explained: “Splash Mania is a hero brand for Hunter Price, one we’re having huge successes with. We have the perfect mix of buying power and innovation within the design team, meaning we can provide a wide range of retailers with a bespoke offering to meet their customers’ needs.”

This year, Splash Mania has also had a brand makeover, with a fun and fresh new look, transformed logo and new packaging enabling stores to create vibrant and creative displays that are sure to attract customers.

“We’ve significantly expanded our product offering for inflatable fun at home, but for 2022 we’ve also ramped up development, with foreign travel numbers expected to be much higher than in previous years,” added Richard.

“We’ve learnt a lot over this past year; sustaining stock levels has been crucial to ensuring we can keep a step ahead of the unprecedented demand we’re seeing. Our 2022 collections are our bet yet. They offer great value, covering all key price points and reflecting all next year’s top design trends and licences, so families can enjoy a summer to remember at home or abroad.”

For further information on Hunter Price’s Splash Mania products, contact sales@hunterprice.co.uk.

NE

Independent Toy & Gift Show to be rebranded for 2022 The Independent Toy & Gift Show will be rebranded as the INDX Toys & Nursery show when it returns to Cranmore Park next year after joining the umbrella group of INDX trade shows.

The 2022 show will come under the INDX Home Banner for the show which takes place at the Solihull venue from 19th-20th April. INDX (short for Independent Exhibitions) represents a group of established and successful trade shows covering fashion and home categories which are curated by AIS and specifically focused on Independent Retailers. The welcome addition of Toys & Nursery will expand and strengthen the existing INDX Home portfolio which already includes Furniture, Housewares, Linens, Beds & Bedroom and Gift Food.

“The Independent Toy & Gift ethos has a lot of similarities with the key values that the INDX Brand stands for, such as providing a business and buyer focussed approach to shows and a commitment to meeting the diverse requirements of today’s retailers. We are delighted to be joining the INDX family and we look forward to welcoming everyone to the launch show in April 2022,” commented Rosie Marshall, head of toys & children’s gifts at AIS. The rescheduled 2021 Independent Toy & Gift Show took place on 14th-15th September after the organisers, Playroom, cancelled its original April date due to Covid restrictions.

All INDX trade shows offer free admission to retailers and free on-site parking and are located at Cranmore Park in Solihull, close to the M42. Buyers are advised to keep an eye on the INDX website for information about registering for the show. For more information visit www.indxshows.co.uk

Toy World 15



SHA

News BTHA Briefing

Rebecca Deeming

The BTHA’s Rebecca Deeming brings Toy World readers up to date on the current news from the association.

W

e are particularly excited for October here at the BTHA, as we will finally be able to host an event for our members and the wider toy industry – our (usually annual) Toy Industry Day. This year’s event is taking place on Tuesday 19th October at Great Fosters Hotel, Egham, where guest speakers Sir Trevor McDonald and KPMG’s Don Williams will be discussing the current retail climate. There will be plenty of opportunities to network as well as a hot buffet lunch to enjoy on the day too. To enquire about last minute tickets for the event, please email me: Rebecca@btha.co.uk. We look forward to seeing lots of you there.

Looking back at last month, we partnered with Vulcan Consulting to hold a free training webinar on the authorised representation opportunities currently available to members.

If you missed the webinar and would like copies of the presentation and recording, please contact me. I will be happy to send this to you.

We also published our first podcast series for the Make Time 2 Play campaign. Over six episodes, presenter Georgia Jones spoke with various guests about different play-related topics. For example, Georgia spoke with Great Ormond Street Hospital’s head of play about the importance of toys and play in hospitals, and how they can help children learn about the treatment they’ll be receiving to make it a more comfortable experience. Other chats include the benefits of toys and play for autistic children, the benefits of physical play, and more. The Make Time 2 Play podcast with Georgia Jones is available to listen to on all major podcasting platforms.

Finally, we are sad to say goodbye to our director of Public Affairs and Communications, Natasha Crookes, who has been a key part of the BTHA for 19 years. Natasha has been a great aid to our members, especially in recent years on topics including Brexit and online marketplaces. We wish her all the best in her new venture.

For more information about BTHA membership, please contact Tracey@btha.co.uk.

Magic Box shares next stage of UK & Ireland development As part of ambitious global growth plans, Magic Box will shortly open its first UK & Ireland office. Nicola Bergot will lead this next phase of the company’s UK development, having assumed the role of business consultant, reporting to Jose Vicente Savall – Global Commercial and Marketing director. Nicola will also be supported by industry expert Foye Pascoe, acting in an advisory capacity.

The team is in the process of choosing an office in the Gatwick area and will be looking for ambitious people to join its small set up. Magic Box is a dynamic, creative toy company which owns, develops and markets all its own IP and has 25 years of success in the European toy market under its belt.

Following the successful launch of Series 8 of Kazoom Kids, this summer, Magic Box introduced new concept T-Racers, and Spring 2022 will see the launch of KookyLoos mini dolls and playsets.

“We believe in the power of great product and great people and are committed to working closely with our retail partners to build success together,” said Nicola.

If you are interested in joining the new team or want to find out more, you can contact Nicola or Foye via LinkedIn.

Toy World 16

Toy Fair 2022 exhibition space nearly sold out ahead of January return After a year away due to restrictions surrounding Covid-19, Toy Fair is back for 2022 and is shaping up to be another busy and lively show.

A strong re-booking rate for Toy Fair 2022 will see exhibiting companies such as Playmobil UK, Lego, Character Options, Moose Toys, VTech/LeapFrog, John Adams, Orchard Toys and many more back at the show, as well as a raft of exciting new companies.

Exhibitor space is nearly sold out and any other companies wanting to exhibit and are encouraged to apply via the website (www.toyfair.co.uk) as soon as possible.

Toy Fair returns to Olympia London from 25th-27th January 2022 in its new layout across the Grand and National halls; ongoing redevelopment works, which have been disrupted by Covid-19, have resulted in changes to the floorplan. Exhibitors and visitors attending in January will notice that the extensive works are already underway and are affecting external areas of the building.

Majen Immink, the BTHA's Toy Fair director, said: "Toy Fair has been assured by Olympia London that its top priority is to ensure events go ahead both safely and successfully, with disruption kept to an absolute minimum during the works.”

Requirements applied to Olympia’s building contractors on site will be particularly stringent during Toy Fair show opening days and hours.

Majen added: "We can’t wait to finally open the doors to Toy Fair again and welcome the whole industry back. It has been a challenging 18 months for all, and we are extremely grateful to the industry for its patience and ongoing support of the show.

The strong re-booking rate is testament to the popularity and importance of the show and I’m sure it will offer a fantastic atmosphere in which exhibitors and visitors can finally meet face to face.”

Health and safety will be a huge priority and the BTHA will be following government and industry guidance to ensure the show is in line with relevant regulations with regards to Covid-19.

Visitor registration will open on the Toy Fair website around 14th October. 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 keep up to date with the latest news on Twitter @ ToyFairUK and via the Toy Fair website - www.toyfair.co.uk.

Epoch enhances retailer support with Show Cloud virtual showroom

DJ- REX

Epoch making toys is stepping up support for its retailers with the launch of a virtual personalised Show Cloud showroom showcasing its three brands: Sylvanian Families, Aquabeads and Super Mario Toys.

During the pandemic, Show Cloud, the online show room for the toy industry, has proved a useful tool in demonstrating new lines to retailers through live streaming and pre-recorded events.

The platform also hosts a variety of content to help retailers make the most of online opportunities including SKU imagery, video content, product information, POS imagery, planograms and TVCs, ensuring Epoch’s retailers have full access to the latest product information, such as the Sylvanian Families Amusement Land range. It also allows them to prepare ahead of Christmas.

Chris Jones, co-founder of Show Cloud, stated: “We are delighted to be working with Epoch. Using Show Cloud helps to ensure that all of Epoch’s customers have 24/7 access to all the latest brand information for Epoch’s fantastic product range. Epoch is the latest high profile signing for Show Cloud that now boasts over 7,800 toy and licensing industry professionals with user accounts in 103 countries.”

As more and more restrictions are lifted and life returns back to normal, Epoch says it aims to support its high street and independent retailers by providing the maximum amount of assets possible, ready for a strong Q4.

Britains donates £10,000 to charity Farms for City Children Britains is marking its 100th anniversary by donating the sum to Farms for City Children.

Founded in 1976, the charity offers school children aged 8-13 the chance to experience life on a working farm. With locations across Devon, Pembrokeshire and Gloucestershire, children and their teachers can work on the farm and explore the local countryside. Prioritising schools that score highly against particular criteria, which include the index of multiple deprivation and free school meal eligibility, the experience at Farms for City Children farms helps develop self-confidence and new friendships, as participants experience completely new environments beyond their city horizons.

Britains’ £10,000 donation will help fund a week-long experience on a working farm for 25 children facing challenges in their lives, many of whom live in some of the most densely populated areas of the country, allowing one lucky class to learn together outside of the classroom and away from technology, via activities led by knowledgeable and experienced former primary school teachers.

Mary Wood, general manager UK and Ireland at Tomy, said: “We are incredibly proud of Britains’ 100-year history.

Without the support of the incredible farming community, we wouldn’t be where we are today – Europe’s oldest specialist in agricultural toys and collectibles. As we reach this major milestone, it was really important to give back, and what better cause than the Farms for City Children charity. The work they do is simply remarkable. We really hope this £10,000 donation helps a school class come together once again after what has been a challenging 18 months for us all.”

Lisa Long, from Farms for City Children said: “Sadly, our beneficiaries’ needs have intensified over the past 18 months due to the consequences of the pandemic and school closures. We can’t thank Britains enough for this amazing donation and we’re pleased we can help mark its centenary year.”

Toy World 17

TOUCH MY HEAD

Full Body Movement!

PULL MY TAIL

ROOAR!

3 Songs with DJ Effects

TV

Commercial

VISIT US AND FIND OUT MUCH MORE AT

 eolo.com

EOLO TOYS sales@eolohk.com Tel. +852 2363 1998 SHOWROOM: UNIT 609, 6 F, PENINSULA CENTRE NO.67, MODY ROAD, T.S.T, KOWLOON, HK

News Obituary: Adele Alessi Toy World is sad to report that popular Diaframma executive Adele Alessi has passed away after a long illness. Her long-time colleague Duccio Abolaffio told Toy World: “Adele’s career at Diaframma spanned over 30 years, through the good and the bad. Even during Diaframma’s most difficult years, she decided to stay on without pay. She single-handedly built the company into the international business that it is today. She loved her work – selling was always fun for her. Adele was at every single toy fair for over 30 years. She seemed to own every room she walked into and had the rare gift of capturing the attention of anyone she spoke to. She was the heart and soul of the party; those who partied with her will definitely agree.

Adele was an inspiration – as an individual, as a wife and mother, and as a colleague. The kind words from people from the industry have just underlined how much she will be missed, and how vividly people remember her. She was filled with a voracious love of life.

Some people may not know that she had been battling with cancer for a while, but like everything else in her life, she faced it head on. She was always positive and enthusiastic, and never let go of these qualities until the very end.

She taught all of the people who worked with her a lesson that she embodied most of all: ‘Leave your mark, always’. Rest in peace dear Adele.”

Seeing the news on LinkedIn and Facebook, many people posted heartfelt comments, including Rubies’ head of licensing Tracey Devine-Tyley, who said: “Today the toy industry lost a very special lady. Adele welcomed me into her home on several occasions and showed me the sights of Florence on the back of her scooter – an experience I will never forget. She was one of the most graceful, fun, elegant ladies I have had the privilege to know. She lit up a room in whatever country we were fortunate in the industry to find ourselves in. She was lucky enough to see her daughter compete in the Tokyo Olympics, but she leaves AnnaChiara and Matteo behind. Rest in peace Adele. You will be greatly missed.”

Obituary: Philip Goodall The well-known independent retailer and former chairman of the BATR has passed away.

Philip was born in Ashburton, Devon in 1930. He completed his National Service in the RAF and decided to stay and train as a pilot, eventually joining Bomber Command. During his 25-year career in the RAF, he flew a wide range of planes which included co-piloting a Canberra in the first raid on the Suez Canal and the Vulcan, often with nuclear armed missiles. The last jet plane he flew was Concorde, prior to it going into service. In 1975 he took retirement from the RAF. In the same year he and his wife Helen purchased an investment property in Thame which had been a family run cycle business. Helen came up with the idea of introducing toys and The Pied Pedaller was born.

After 18 months, the store moved to a renovated former town cinema with two floors. Within five or six years, the Pied Pedaller had become one of the largest independent toy shops in the country. Supported by the advice of experienced toy people, such as Paul Caspari of Robenau Toys, the Pied Pedaller joined the Andover based toy buying group, Concorde. Philip was a director of the group for several years before leaving to join Toymaster for a few years, before switching to Youngsters, with whom the business stayed.

Philip also joined the committee of the National Association of Toy Retailers (NATR), now the BATR, for which he was chairmen for five years. According to Philip’s son Mark: “Philip took his position as chair very seriously. It would be fair to say that he had a significant impact on how the association was structured and succeeded over the following decades.”

Philip’s chairman’s speech at the annual BATR Toy Fair dinner was always a not to be missed occasion, and often controversial. He also took great pleasure in writing a monthly article in the toy trade press for several years.

In 1995, the business opened in Bicester Village and then rolled out into a dozen other outlet centres across southern England and Wales, under the Toyzone Banner. Philip in 2004 and in the following years authored a book, titled ‘My target was Leningrad’, covering his years in the RAF and the Cold War strategy.

He is survived by his wife Helen and children, Amanda and Mark and grandson Jamie.

Obituary: Stuart Crawford It is with great sadness that MV Sports and Leisure reports that the popular industry figure Stuart Crawford passed away on Thursday 19th August, aged 69, after a prolonged and debilitating illness.

Stuart retired from MV Sports in 2019 after 22 years with the company, having worked in the toy industry for over 40 years. After training at Nestle, Stuart’s first role in toys was in 1976 with Burbank Toys, then onto Acamas Toys in 1981, Pikit Toys in 1987, PMS in 1992 and MV in 1997.

Stuart worked with all the major and independent retailers both past and present and was a champion of the independent retail trade in particular. He was perhaps best known for his role of national account controller at MV. Speaking on behalf of MV, joint managing director Phil Ratcliffe said: “A larger than life character who wore his heart on his sleeve; nobody had a bad word to say about Stuart. Ever popular and widely respected, Stuart was always an honourable and trustworthy ambassador for the company.”

“He was loyal to both the wider toy industry and MV, demonstrating unwavering support to customers, agents, directors and staff,” added Phil. “Our thoughts are with his wife Marie and family. He will be very sadly missed; Stuart was such a lovely person and will be fondly remembered by everyone here.”

His contribution to the industry was recognised with a BTHA Golden Teddy Award in 2018.

Toy World 18

THE MEETING PLACE FOR THE EUROPEAN LICENSING INDUSTRY

ExCeL London 17-19 November 2021 Discover the world of brand licensing – where your characters find new life

REGISTER NOW

Industry Moves University Games announces triple appointment University Games and The Lagoon Group have welcome three experienced regional account managers – Stephen Woodman, Kim Steward and Sally Irwin.

Stephen Woodman, account manager for South London and the South East, brings with him a wealth of industry and specialist toy knowledge, having spent many years in the industry at Professor Puzzle and Coiled Spring Games. Before joining University Games, he headed up Recent Toys.

The new account manager for the North of London and the Home Counties is Kim Steward. Kim joins with a vast amount of experience in the pharmaceutical industry, and the company says her transferable knowledge and sales expertise will be a great benefit to the team.

Completing the trio of appointments is Sally Irwin, who will be overseeing Kim Steward Stephen Woodman Sally Irwin The Midlands. Sally has experience in both the gift and game industries, having previously worked at Carte Blanche and Wow Toys. Her strong understanding of two of University Games’ strongest categories is considered ‘great news’ for the business and Sally’s customers.

Mark Jones, sales director for University Games, believes exciting times lie ahead for the company following the substantial growth of the sales team. He says he is delighted to have the trio onboard, and that they’ll be bringing ‘even greater strength and depth to the business’.

Hasbro’s Licensed CP team welcomes Gabrielle Sims as head of Softlines Hasbro has announced that Gabrielle Sims will be joining its UK Licensed Consumer Products team as head of Softlines business.

Gabrielle brings a wealth of experience to this new role, having worked in the licensing industry for over 15 years across some of the largest agencies including IMG and, most recently, leading the licensing programme in-house for fashion brand FatFace.

Throughout her career, Gabrielle has built a colourful and diverse network and knowledge of the industry. She has been instrumental in driving the evolution of many entertainment brands, sporting events and character properties into long-term successful licensing programmes and has won numerous awards for her work.

“I am thrilled and extremely proud to be joining Hasbro and being able to work on an iconic roster of brands and entertainment properties, some of which were a big part of my childhood growing up,” said Gabrielle. “It greatly excites me to be returning to this area, particularly to be joining such a fantastic team and I can see so much potential and opportunity within the Hasbro portfolio.”

“We have big growth plans for our UK business and are thrilled to be adding such strong talent to our team,” added Sally Carnota, category Licensing director at Hasbro UK and Ireland. “Gabrielle’s exceptional creativity and commercial experience will take our Softlines business to the next level.

We look forward to welcoming her to the team.

Toynamics unveils new area sales manager Toynamics UK & Ireland has appointed Mark Morgan as new area sales manager South to grow and develop the company's business in the region.

Having undergone a major rebrand at the start of last year, Toynamics UK & Ireland enjoyed double digit growth in its first full year of trading and continues to go from strength to strength.

Mark will handle sales for the Toynamics brand portfolio of Hape, Skip Hop, Timio, DinosArt, Nebulous Stars and Nanoblock across the infant toy category, with a broad selection of lines, from wooden to music, role play, outdoor, ride-ons, games, puzzles, tech, stem and bath toys. He comes with a wealth of experience in the infant games and wooden toy market and across the retail sector, with contacts ranging from Toymaster to AIS and Tillington Group members, as well as multiple garden centres.

Mark joins Toynamics from University Games, where he was responsible for selling family board games, gifts, and puzzles. Previously Mark worked for Juratoys across the Janod, Kaloo and Alex brands.

David Allan, MD at Toynamics UK & Ireland, said: “We are delighted to be expanding the Toynamics sales team. Mark will be focused on growing our business in the South with our independent accounts, as well as developing new business across our ever growing and exciting brand portfolio.”

Mark can be contacted via mark.morgan@toynamics.co.uk.

Jeremy Robinson offers freelance toy and licensing services Long-time industry executive Jeremy (Jez) Robinson is currently working in a freelance consultancy capacity across the toy and licensing industries, and would be happy to hear from any companies looking for a reliable and adaptable sales resource in the UK market.

Jeremy has a wealth of experience, with previous roles from his extensive CV including UK sales manager for Tomy and UK country manager for Schleich. In a consultant capacity, he is ideally placed to offer tailor-made advice and solutions to a wide range of organisations, to suit their specific requirements.

“Being able to utilise my network and experience on behalf of my current partners has been hugely enjoyable, and we have been able to deliver some very strong results in a very short timeframe,” Jeremy told Toy World. “Having access to proven and flexible support seems to be an attractive option for companies looking to help build their UK presence at this time and, with some spare capacity, I would be pleased to discuss how I can assist any other parties looking to build their UK presence in the toy and licensing markets” Jeremy can be contacted on +44 (0)7772 482 255 and on jez330@aol.com.

Toy World 20

Media campaign reaching 60% Boys 4-7 this A/W!

ROLL FORWARDS TO CONVERT FROM VEHICLE TO ROBOT

Epic series finale this A/W on

ROLL N CHANGE BUMBLEBEE

FOR SALES ENQUIRIES CONTACT HASBRO: 0208 569 1234 © 2021 Hasbro All Rights Reserved.

Industry Moves Disguise recruits pair to lead EMEA market growth Global costume company Disguise has announced the appointment of two key sales hires to lead the two largest dress up markets in EMEA: the UK and France.

As business development lead for the UK and Ireland, Kim Lucas will oversee the development of the UK business alongside the senior management team. She brings to Disguise apparel experience acquired throughout her career, most recently at Christy’s by Design where she was pivotal in growing the costume business. Kim’s insight into the UK & Ireland licensor-driven dress-up industry, along with her many retailer relationships, will further Disguise’s growth and expansion in these key markets.

Nathalie Ferrier, business development manager for France & Benelux, brings over 20 years’ experience in the toy and dress up industry including years working for Amscan. With a local presence, she will develop the French, & Benelux markets via direct-to-retail, working with local distribution partners and accounts.

“We are excited to welcome Kim Lucas and Nathalie Ferrier into Disguise EMEA,” said Tony Lewis, sales and marketing director, Disguise EMEA. “With their breadth of industry experience in dress-up, they are both sure to drive further expansion into retail and deliver a truly professional service to our customers.”

“The UK and France are Europe’s strongest dress-up markets so it’s critical we have talented and experienced staff running the development and local sales there; Kim and Nathalie are the cream of the crop,” said Tara Hefter, president and GM of Disguise. “We look forward to Kim and Nathalie growing some key and soon-to-be-announced major licences in EMEA.”

Steamforged Games welcomes Ross Thompson as head of trade marketing Steamforged Games has announced the hire of Ross Thompson as head of trade marketing, supporting its growing offering of board, card, miniatures and roleplaying games.

Ross brings insight and experience from more than 12 years of work across the games field. With his passion for engaging marketing campaigns and dedication for strong gaming communities, he has launched numerous products across the board and built lasting experiences for players.

Ross joins Steamforged Games from Usaopoloy (AKA: The Op), where he worked with pop culture brands, communities, influencers and internal teams to promote The Op’s games. He has also worked with top tier licences from Disney, Marvel and Teenage Mutant Ninja Turtles, as well as companies including IDW Games and CMON. Toby Davies, commercial director at Steamforged Games, said: “We’re looking to take our trade relationships to the next level.

As a seasoned and well-connected professional with a background in big tabletop brands, Ross is the perfect person to help make that happen. It’s a primary aim at Steamforged Games to ensure we’re supporting retailers and distributors worldwide, and bringing Ross on board will help us go above and beyond in fulfilling that commitment. I know I speak for everyone at SFG when I say we can’t wait to see what he brings to the table.”

Ross added: “It’s great to be joining Steamforged at this stage, with so much already achieved and so much potential still to be realised. If the releases and campaigns in the last year alone are anything to go by, there are exciting times ahead. With games like Godtear and Epic Encounters to shout about — and no doubt some upcoming retail releases for its highly successful Kickstarter games — I can’t wait to start spreading the word to retailers around the world.”

Ross joins Steamforged Games along with four new recruits in production and games development.

The Point.1888 appoints Aurélie Dilain-Waclawski The Point.1888, an agency which counts children’s entertainment giants CoComelon, Blippi, The Raccoons, Moomin and Tom Gates as clients, has taken the next step in its quest to position itself as a leader in toys with the appointment of Aurélie DilainWaclawski. Aurélie will take on the newly created role of commercial manager.

Previously licensing contracts manager and brand licensing manager at Hornby Hobbies, where she held the role for almost five years, Aurélie will be bringing to The Point.1888 her vast experience in toy product development, licensee relations and marketing. Having spent a large time as a contracts manager, she will also bring a substantial amount of contract and agreements experience to the commercial team.

Aurélie will be working alongside The Point.1888’s clients to support them in bringing their brands to life in the form of new, engaging and highly-sellable toys and wheeled goods.

Bethan Garton, The Point.1888’s commercial director, said: “Our business is built on a retail-first strategy, whereby we create new products based on the gaps we see at retail rather than what we think the brand’s target demographic might like. I have no doubt that Aurélie’s deep insight into the toy sector will ensure we continue to identify the best product opportunities for both our clients and retailers.”

Toy World 22

Dan Sugrue joins Snazaroo as channel director Colart-owned Snazaroo is the UK’s most established face & body paint brand, with an audience spanning parents, young adults, and children. The trusted face paints enjoy a loyal following thanks to Snazaroo’s creative product offering and the fact they are suitable for sensitive skin.

Dan Sugrue, who has been appointed channel director for Snazaroo, previously worked as sales and marketing director for Ercol Furniture. He brings with him a wealth of experience from both this role and previous senior commercial positions held at both Flair and Jazwares.

Dan commented: “The brand has been manufactured in the UK for over 30 years and we now have a brand-new factory in Minehead that opened its doors in June 2021. It’s an exciting time to join the Snazaroo brand and I’m pleased to be on board - I am looking forward to being part of its growth and development. We have some amazing brand partnerships lined up for 2022, and with celebration parties and events back on the agenda, plus a surge of family-friendly festivals, we are expecting great things. We have also already made some fantastic leaps forward with new listings in key toy retailers.”

He added: “As you can imagine, for a face paint brand, Halloween is a very important time of the year. We are all set for the event with fantastic product availability. All indications suggest that Halloween will be the first big party-style event post-lockdown, so we are planning for success. It’s not too late to get your Halloween orders in.”

For more information on Snazaroo, go to www.Snazaroo.com, call 01562 744522, or email sales@colart.co.uk. Dan can be contacted at dan.sugrue@colart.com.

Marketing World Moose Toys enlists Stephen Mulhern and Neil Patrick Harris to unveil Magic Mixies Moose Toys has launched Magic Mixies Magic Cauldron, a first-of-its-kind interactive toy designed to ignite imaginations by putting real magic into kids’ hands. The product is available from 1st October.

Billed as Moose’s must-have toy of the season, Magic Mixies Magic Cauldron lets kids share their magic skills and comes with everything to create an interactive Mixie pet. Kids simply add water and then – as prompted by the cauldron – drop in ‘mystical’ ingredients, such as sparkle for eyes and a magic feather for wings; these will foam and bubble to create the Mixie. A magical mist appears which clears to reveal the completely dry Mixie, sparking kids’ imaginations and encouraging a belief in magic. Kids also can make their own potions and recreate the mist with the Magic Mixies Cauldron Magical Mist and Spells Refill Pack.

Moose Toys UK has joined forces with magician and TV presenter Stephen Mulhern for the launch of Magic Mixies. In the US, meanwhile, Emmy and Tony Award winning actor, and New York Times best-selling author of The Magic Misfits, Neil Patrick Harris, will unveil Magic Mixies at Family Experience Company CAMP’s Columbus Circle store.

“Magic Mixies is the hottest toy of the year,” said Paul Solomon, co-owner, Moose Toys. “There is nothing like it. We have created something truly magical that lets kids see, touch and create real magic. The excitement surrounding Magic Mixies has been phenomenal; it delivers the signature Moose Toys innovation and is sure to enchant kids around the world.”

To learn more about Magic Mixies Magic Cauldron, visit magicmixies.com.

MGA and Zapf showcase new season in window takeover at Hamleys MGA UK & Ireland has unveiled some of its leading new lines for the autumn/winter season with a takeover of Hamleys’ flagship store window in central London.

L.O.L. Surprise! is celebrating the launch of its new movie with a Hollywood-worthy, cinema-style display. Coming to Netflix in October, L.O.L. Surprise! The Movie will be supported by the Movie Magic toy line, which includes the L.O.L. Surprise! Movie Magic dolls.

The new Rainbow High Winter Break dolls will be taking to the slopes in the window display. The collection includes the six original fashion dolls with a new winter makeover which includes new outfits and winter accessories; cocoa mugs, beanies and boots. Each doll also comes with their own snowboard or set of skis, which double up as a doll stand.

Bringing a touch of sparkling glamour to the window, the Na! Na! Na! Surprise takeover will feature the new 2-in-1 Glam Series. Fans will be able to see all of the six new characters – Ari Prism, Alice Hopps, Chrissy Diamond, Cali Grizzly, Maxwell Dane and Victoria Grand – who each come with a quilted metallic clip-on pom purse.

Fans of Baby Annabell will be able to see the new Little Sweet Princess line showcased in a beautiful fairytale scene. Dressed in a glittering princess gown, gold shoes and tiara, the Baby Annabell Little Sweet Princess doll boasts an array of functions including cheeks that blush and sleeping sounds when she is laid down. The window display will feature the doll and her Little Sweet Pony in a beautiful 3D castle complete with turrets and sparkling lights.

Sam Wilson, MGA UK marketing director, said: “We have some incredible lines this season in the MGA and Zapf portfolio and wanted to celebrate them in true style, with a takeover of Hamleys’ iconic windows. The creative display showcases some of the best and most exciting products and themes. We’re very proud of our autumn offering and are sure this display will capture the attention and imagination of everyone who sees it.”

Hot Wheels to make enthusiast’s car into die-cast toy Hot Wheels is on the lookout for the next classic, modified or race car to transform into a scaled reproduction die-cast toy that can be enjoyed by children and collectors.

A second UK Hot Wheels Legends Tour event will take place on 14th October, with the vehicle that best embodies Hot Wheels’ high standards of performance, authenticity and ‘garage spirit’ going head-to-head with winners from the US, Japan, Mexico and Germany. The global winner will then see their car faithfully reproduced in 1:64 scale to be released in the Hot Wheels’ 2022 range.

Hot Wheels Legends Tour was originally launched in the US in 2018 to celebrate 50 years of the iconic cars. To enter the UK event, car enthusiasts were invited to submit a video of their car, then a judging panel, which includes respected car designer Ian Callum CBE, will pick the car that best captures the Hot Wheels spirit. Judging will be broadcast live on 14th October on Car Throttle’s YouTube channel with the winner then going head-to-head with the other global finalists.

“With so many passionate enthusiasts and talented car builders and restorers, the UK has a truly diverse car culture with a thriving modified and performance scene,” said Ted Wu, head of Hot Wheels Design, Mattel. “We’ll be looking for the very best. Whether that’s a pre-war British hot rod, a ‘70s or ‘80s ‘restomod’, an extreme custom hot hatch build from the ‘90s or one of today’s bespoke hypercars, we want to see the finest cars the UK has to offer.

Someone’s pride and joy could become a small-scale legend.”

“From an imposing stance, full of presence, vivid colours and an impression of speed, Hot Wheels captures a creative freedom that inspires the rebel spirit in a car designer,” added Ian Callum. “Hot Wheels take me back to a misspent youth when I wondered why real cars couldn’t be this way. Well now I know they can and are. They inspire an excitement that we all need in our lives.”

Toy World 24

Marketing World New faces join Baby Annabell’s Ask the Experts campaign Baby Annabell has launched its Ask the Experts campaign for the second year, in a bid to help parents create new routines and rituals that will set their children up for success this school year. Following the success of last year’s campaign, this year’s experts will focus on three core elements of home life – sleeping, eating and mental wellbeing, as families face the start or return of the school period.

Taking their places on the expert panel will be celebrity psychologist Anna Williamson, author of bestselling cookbook ‘What Mummy Makes’ Rebecca Wilson and specialist sleep consultant Lucy Wolfe.

Kasia Leskow, Zapf Creation marketing manager, said: “Our Ask the Experts campaign will support families as they navigate the challenges that September and the first school term can bring for parents with young children. Starting or returning to school can feel overwhelming, but we hope our experts will help to instil calm and confidence into new daily routines, setting families up for year-long success.”

Anna Williamson, from Channel 4’s Celebs Go Dating, is also the host of hit podcast Breaking Mum and Dad and an expert in handling anxiety as a parent, while Rebecca Wilson, whose award-winning books were eagerly anticipated by followers on her What Mummy Makes Instagram channel, will be providing food and nutrition advice. Author of highly acclaimed, best-selling books The Baby Sleep Solution and All About the Baby Sleep Solution, Lucy Wolfe will take on parents’ sleep woes.

The trio will all take part in individual Q&As on Baby Annabell’s Instagram channel. Each expert will also explain how products from the Baby Annabell range can be used to help children with key development skills and milestones.

They will also share their wisdom as part of the campaign on their own social channels, in blogs, videos and other content that will be available on the Baby Annabell website and in parenting media.

A media partnership with My Baba will see all of the experts’ tips communicated in one place, alongside corresponding products from the Baby Annabell range. This will be supported by a PR and social media campaign. Information about the Ask the Experts campaign as well as the Q&As can all be found on Baby Annabell’s UK Instagram page and website.

Opinion

Follow the Yellow Brick Road… why content is the first step to franchise success.

Charlotte looks at the importance of compelling content to brands, and why it should be considered a crucial part of the brand identity.

I

t’s no secret that many of the largest kid’s franchises began as popular shows and then extended their offering with toys, games, and experiences. But now, even brands that began with a physical product are able to reach across many types of media to tell their stories and fulfil the consumer’s overwhelming appetite for content. In forming new marketing strategies, these brands ought to consider content as the first step to franchise success.

At Generation Entertainment our approach is entirely content led. We believe brands should be harnessing content to reach their goals, and we help them achieve this by developing and distributing their content in a variety of ways. Utilising key licensing touchpoints, we work to bring content front and centre through Broadcast Partnerships, Event Cinema showings, and via social channel management.

So why should content come first? It all comes down to the consumer. And if there’s one thing the consumer can’t get enough of, it’s content.

The craving for video content shows no signs of slowing down. Ofcom reports that children spent an average of three hours and 18 minutes watching a mixture of shows, videos and short clips in 2020.

That’s 24 minutes up on the previous year. We should ask ourselves where the audience is as a starting point

when forming editorial strategies. We know that video service platforms reign supreme among children, with YouTube coming out on top. Our sister research company Giraffe Insights has found that online viewing makes up a fifth of kids aged 2-9’s habits, with YouTube making up 72% of all online viewing. And we know that across the board for children, funny videos, jokes, pranks and challenges is their favourite type of content to watch on the platform.

We can’t talk about the dominance of YouTube without referencing the nursery rhyme titan that is CoComelon, currently sitting pretty at 118m subscribers. That didn’t happen overnight, and indeed it required the channel to pay close attention to what was resonating with its audience, looking at high performing content categories and video lengths. Or by utilising timely search terms linked to coronavirus to create viral hand-washing videos.

The merchandising deal with Moonbug will no doubt see this success translated into toy sales - but this will always hinge on the power of their content. Founder Jay Jeon said of the deal, “Our goal is to create toys and other products that extend the positive CoComelon experience beyond the screen”. But crucially, he underscored the point that, “We’re so focused dayto-day on the quality of our content and ensuring it is enriching for our audience, it’s become a key part of the company’s DNA.”

Toy World 26

Charlotte Brehaut Content specialist, Generation Media

Looking beyond YouTube, we can see the same rationale behind Netflix’s acquisition of pre-school content and partnership with Hasbro. The streaming platform knows the power is in the content and that by partnering with toy companies it can leverage engagement and translate it into consumer success, with properties like Mighty Express from SpinMaster being the perfect formula. In Cinema too, we see how content will keep an audience immersed and invested in characters – whilst offering a new element of connection, and a memorable experience. Take Paw Patrol for example. While of course it pulls in millions of TV views with a dedicated fandom, there’s no doubt that its recent summer release Paw Patrol: The Movie will massively boost its product sales this Christmas.

Content has to be interconnected to achieve the greatest impact. It shouldn’t exist in isolation, or as an afterthought, and it shouldn’t be relegated to one singular platform. It should be considered a crucial part of the brand identity. While we may not be able to magically click our heels to bring about sales – we do believe in the magic of storytelling and the power of human emotion.

An agency for the new era KidsKnowBest is the fastest growing media agency in the business. We put kids’ and family voices at the centre of everything we do, so we always know how to reach and engage your audience.

Give us a try and see how we can help you.

kidsknowbest

KidsKnowBest

kidsknowbest.co.uk

Data-driven campaigns

Company Profile

Toytopic

ToyTopic

launches with ‘serious portfolio’ and WowWee partnership Toy World caught up with licensing stalwart Ashley Holman to hear all about his brand new venture and why the time was right for him to launch a new toy company.

“

It’s been a whirlwind year,” says Ashley, who is the face of ToyTopic, which also has two other codirectors as sleeping partners.

He isn’t exaggerating. The new business, which was set up just as the pandemic hit, has not only signed a multi-territory licence agreement with Hasbro for its flagship Peppa Pig property, but has also secured a strategic partnership deal with WowWee. These two core pillars give the new company a tremendous base on which to build, and Ashley promises there is far more to come in ’22 and beyond.

Ashley is well-known in toy and licensing circles: he spent 12 years at Nickelodeon Viacom Consumer Products, before leaving in 2018 to set up licensing agency Riverside Brands, which he still runs. While doing outbound licensing work with Riverside Brands, he established a number of key retail partners, in addition to his licensing contacts, so he decided to partner with a licensee he knew to begin informal distribution of some finished toys into UK retail.

“It went well, and we secured some pretty significant listings, so when we came to toy fair season last year, we started to think that this was scalable. We came to an agreement during lockdown last year that we would form a new company that we would co-own,” explained Ashley. The pair brought in another director/core shareholder, and so ToyTopic was born.

“When I left Nickelodeon, I always wanted to work for myself and it’s just been a natural progression,” Ashley continued. “The ultimate plan was to build a very successful toy company. I think the structure that we have is very smart.”

The ability to secure the rights to a high profile brand like Peppa Pig is a major boost to any start-up company, but this undoubtedly reflects Ashley’s reputation in the licensing world. ToyTopic kicked off the partnership with Hasbro by developing a range of Peppa Pig toys which went on sale in mid-September, starting with finger puppets and hand puppets. Marianne James, VP EMEA

and Asia Licensed Consumer Products, Hasbro, told Toy World: “We’re very excited to be partnering with ToyTopic at a pivotal time for our beloved Peppa Pig. We’re looking forward to seeing Peppa come to life in the variety of innovative products that ToyTopic has developed, at the start of our long-term partnership.”

Already listed in many UK retailers and also the US, the Peppa Pig range has been sold directly in the UK by ToyTopic, while Canadian toy company WowWee is its international distributor. It is this relationship which led to ToyTopic being appointed as WowWee’s strategic partner for UK & Ireland, taking over the distribution for all of its portfolio, except for My Squishy Little Dumplings, from Jazwares. The move will apply to spring summer ‘22 listings and beyond and includes brands such as Fingerlings and Robosapien, to name but a few.

“As part of the agreement we have taken on a lot of product and some significant licensed partners,” Ashley told Toy World. “This strategic partnership has allowed us to scale up pretty quicky and we now have a serious portfolio.”

Through the WowWee partnership, ToyTopic is now the UK & Ireland’s master toy partner for Baby Shark with Viacom. In addition, with WowWee having signed on as master toy partner for Arpo from Moonbug, ToyTopic will also now be the lead UK partner for Arpo, as well as offering many own branded products, mainly in the plush and novelty categories.

Michael Yanofsky, MD sales, WowWee, is excited about the new arrangement: “WowWee is thrilled to be entering into this new partnership and believes that it is exactly what we need to grow our business in the UK/ Ireland. The experience, know-how and wisdom that the ToyTopic team brings to the table will provide a level of focus that is 100% centred around growing the WowWee product portfolio, distribution and overall presence in the UK/Ireland market. We look forward to what the future has in store.”

To support the company’s ambitious growth plans,

Toy World 28

ToyTopic has hired sales director Paul Cook, who was previously head of sales at Sambro International. The company has also set up a new showroom from its Southwest London base and is planning to have a major presence at London Toy Fair in January.

ToyTopic has been running virtual and face to face previews for customers and Ashley is very pleased with the level of support the company has received so far, both here in the UK and abroad. “I think having the Peppa licence really enabled us to have a foot in the door and based on the feedback we have received, we are feeling very buoyant,” he said. “We want a nice balance between licensed and non-licensed ranges, and we want to explore new categories, but the key is that we always want to offer a quality product. Although we only have one direct licence agreement at the moment in Peppa Pig, we are in touch with several other major studios, and our plan is to build ToyTopic wholly-owned categories, as well as focus on WowWee.”

DISNEY IS COMING TO

RIDING ITS WAY INTO THE UK VERY SOON Bikes available from Jan 2022 across the UK and EU markets Comprehensive warehouse range UK & EU Battery Ride-Ons available this Autumn/Winter 2021

Please email us at salesuk@huffy.com or contact 01525 664041. We're excited to help you #LiveTheRide

Special Feature

Hong Kong

Hong Kong – will the traditional January FOB buying trip be viable in ’22?

Many in the global toy community have been asking this question for the past few months – often more in hope than expectation. Publisher John Baulch attempts to look for clues as to what might happen.

T

he January FOB buying trip to Hong Kong traditionally marks the start of Toy Fair Season. In normal times, as the New Year bells chime across the globe, people from the toy community pack their bags ready to head to the Fragrant Harbour to place their FOB orders with Far East vendors and factories, ahead of Chinese New Year. The pandemic obviously decimated the ’21 Toy Fair Season, but it was hoped that by ’22, it would all be a distant and not so fond memory. Sadly, that has not proved to be the case.

There is now a strong chance that some key toy shows will take place in January and February ’22, but what about Hong Kong? While it’s important to stress that the situation may yet change, the portents are not encouraging. Last month, we reported that full border reopening between China and Hong Kong appears likely to be postponed until after the Beijing Winter Olympics, slated to be held in February next year. If the reports are accurate, the border will not be reopened before March ‘22.

As the Hong Kong government has previously stated that its first priority is to open the border with China, it is logical to assume that international travel restrictions currently in place will not be lifted until after this date. Should that prove to be the case, it effectively rules out buying trips and the official

trade shows that are due to take place in the region in Q1, such as the Hong Kong Toys & Games Fair unless people are prepared to spend three weeks over Christmas and the New Year in a quarantine hotel. I suspect that isn’t how most people in the toy community would choose to spend the festive season.

There have been murmurings that the Hong Kong Toys & Games Fair could still go ahead in January, with a focus on HK-based exhibitors and sourcing offices – although there are question marks over the commercially viability of that strategy. There has also been a suggestion that the show could be postponed to March or April; this approach would potentially work for some elements of the toy community, but it would potentially be too late for the majority of major international FOB retail buyers.

Talking to a selection of people based in Hong Kong, it seems that hopes for the January trip have been fading in recent weeks, although the situation could yet change. However, that would require a significant change of heart by the Hong Kong and Chinese governments.

In Hong Kong, Covid cases are still effectively zero - there hasn’t been a case since mid-August. However, there is said to be growing frustration at the lack of an exit strategy from the restrictions. Frederik Gollob,

Jeruel Industrial Company seeks agents For 25 years, Hong Kong based Jeruel Industrial Company has been designing and manufacturing educational puzzles and games.

Its 3D Crystal Puzzle is a three-dimensional, transparent puzzle which can be put together to create an impressive ornament. The range is available in four sizes: Mini, Regular, Medium and Deluxe – each with their own level of difficulty. The company continues to add to the collection with latest puzzles the Royal Carriage and Frogs, which were released in July this year. Other designs include a unicorn, dog, giraffe, teddy bear and a T Rex. There is no cutting, no trimming and no gluing involved as the 3D Crystal Puzzle comes in pieces that are ready to be put together easily with no mess and no fuss.

Jeruel Industrial Company also provides a free worldwide lost piece replacement service, so that no matter where the puzzle owner is, they are guaranteed to be able to complete their 3D Crystal Puzzle. The puzzles are safe for everyone above the age of 14 to play with and are certified as toxin-free.

Jeruel Industrial Company is looking for a national exclusive agent in the UK, France, Italy, Spain, Portugal, Benelux and Poland.

For more information, email Erik Lui at erik@kinato.com or call +852 23423380 .

Toy World 30

chairman of the European Chamber of Commerce in Hong Kong, has claimed that Hong Kong’s ongoing zero-Covid approach risks doing long-term damage to the city: “By insisting on a zero-Covid strategy, we will find ourselves in the same spot indefinitely,” he said.

However, Mainland China has thus far vowed to stick with a zero-tolerance approach, pushing back against calls to live with the virus from both inside and outside the country. It is debatable whether there will be any significant change in government policy in the short term. Significant progress would have to be made over the next couple of months – a higher percentage of locals would have to be vaccinated, booster shots would need to be administered to people who have had the Sinovac vaccination and, crucially, the government would have to accept that an indeterminate number of Covid cases would be imported if quarantine restrictions were to be removed. On the face of it, that’s quite a significant change which would need to happen in a matter of weeks in order to give travellers the confidence to book their trips for January.

Toy World will continue to monitor the situation closely, and keep you abreast of any further developments, particularly in regard to any potential relaxation of the current quarantine regulations.

For more designs

visit our website

le.com z z u lp a t s y r c d www.3

T N E G A E V I S U L C X E L A N O I T A

N R O F ance, G r F , N I K U K e h O t in LO t n age ational exclusive ee to el fr ran fe fo e g s a in k le o P . lo d e n r a la We and Po x lu e n e B e h t l, a ug in it. d e t s e r e t in Italy, Spain, Port e r a if you m o c . o t a n i k @ contact erik

NPD Insight

Toy licensing

in Europe

This month, Rory examines the growth of licensing in the European toy market and the factors that are influencing this boom.

T

he toy market across the European G5 is currently +6% using latest NPD EPOS data for 2021. That is an impressive performance considering the challenges still facing the industry across Europe.

However, one area of the toy market is doing even better in 2021 and that is licensing, with consistent growth across all European countries. Let’s take a closer look at what exactly is driving this growth with a breakdown of the performance in each country to see what the similarities are, as well as the differences.

around a quarter of all toy sales, but the strongest growth is coming from sales linked to video games, growing at +95% against the same period in 2020.

France represents around 40% of all toy sales linked to video games and is also the top growth country, up +122% vs. last year. Pokémon is the key licence here in the brand’s 25th anniversary year, with growth in the core Strategic Trading Cards as well as in Action Figure Collectibles, Plush and Building Sets.

Minecraft and Super Mario Brothers are two other video game licences also adding value this year, with both being driven by sales from Lego in 2021.

Rory Partis

Director UK Toys & EuroToys NPD is Paw Patrol which has seen +22% growth in Europe, across all five countries. This is a property that has also moved into cinema with the Paw Patrol movie opening across Europe in August this year. The trend here also emphasises the impact that movies can have on the overall success of the brand: August was a particularly strong month for Paw Patrol, with +53% growth in France and +21% growth in Germany versus August 2020.

As already mentioned, the growth for the G5 this year is +6% in value but for the same five countries licensed growth is +16%, growing nearly three times as fast as the In Europe, Dress overall toy market.

Up is an area where Licences make up licensing is key. nearly 24% of the The UK costumes overall toy market market is the most in Europe this year Licences of EU5 Toys heavily licensed, Licences outperform overall% market in all countries in 2021 -the highest share 23.8% where 81% of the total for four years. The 22.8% costumes market are five countries show based on licensed double digit growth 21.5% Licences % of21.7% EU5 Toys properties. This is 23.8% for licences across 22.8% another area where the board, with the 21.7% 21.5% the strength of move highest growth in based properties is Italy at +28% value critical; across the growth vs. the same G5 combined, the period in 2020. This top three licences means Italy has are all movie based: 2018 2019 2020 2021 the highest share 2018 2019 2020 2021 Avengers, Disney for licences in the Frozen and SpiderG5 with nearly 27% Source: The NPD Group | Retail Tracking Service Projected | EU5 | YTD Jul-21 Man. With a new of the market, five 1 The NPD Group, Inc. | Proprietary and confidential Source: The NPD Group | Retail Tracking Service Projected | EU5 | YTD Jul-21 Spider-Man movie coming in December this year, Although the influence of video games has added percentage points ahead of France which has the we should see sales for these costumes grow more value in 2021 than any other category, it still lowest share at 22%. The UK has second 1 across Thethe NPD Group,highest Inc. | Proprietary and confidential represents under 5% of the total toy market. TV/Digital Europe in Q4. share of licences in the G5 with just over 26%, and is still the largest influence, being 15% of the European although the overall toy market is flat versus last year, Licensing as a whole appears to be in a very market and adding €70m so far in 2021. All five licensed sales are up +10%. healthy state across Europe. There is growth across countries have seen value increases for TV/Digital, all countries and across different types of licence, It’s clear that licensed toy sales are thriving in with Germany and the UK leading the way in terms of from video games through to TV and movies. A full 2021, but what is driving this performance? Looking growth. These two countries make up around 60% of calendar of new movie releases should result in see at the European toy market in 2021 we can see sales all TV/Digital toy sales so far in 2021 in the G5. One of another strong year for movie-based licences in 2022. linked to TV/Digital are growing +10% and movies are the top performing properties for TV/Digital this year growing at a more modest +1%. These areas represent

Licences at their Highest Share in 4 Years Licences outperform overall market in all countries in 2021

Licences at their Highest Share in 4 Years

Toy World 32

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

For more information visit www.npd.com. Follow NPD on Twitter @npdgroup.

CALLING ALL TOY INVENTORS

Property Progression:

After a summer when the delayed European 2020 football championships finally took place, we saw impressive sales for the Panini European football stickers, helped by the England team making it all the way to the final. In August, at the start of the English Premiership, we have seen sales of these stickers move the Adrenalyn property up over 100 places to move just outside the top 40. The Adrenalyn Premier League 2020/21 XL Starter Pack is the top item for the property in August with around £130k of sales for the month at an average price of £5.88.

Australia’s leading outdoor play equipment company, Vuly Play, has launched their global Toy Inventor Program and it is now open for public submissions.

Vuly Play offers toy inventors around the world a platform to turn their ideas into reality and is accepting toy-related concepts, ideas, or designs, that are not restricted to outdoor play, via:

www.vulyplay.com/en-AU/toy-inventor-program

Item Description

July Rank #

August Rank #

Adrenalyn

142

41

Inventors must submit a detailed description of the invention listing; its purpose, how it works, and its benefits, along with any relevant documentation and media. A sample prototype is highly desirable but not required.

Vuly Play founder and CEO Joe Andon said it was important to provide inventors with more access and opportunity to create and market products.

Fastest Growing Properties in Toys Pokémon is the top growth property so far in 2021.

“We want to make magic happen and bring someone’s dream to life because out there in the world somebody has the next big idea, but perhaps no ability or experience with distribution, marketing, manufacturing, or resources to take it to market, in that case, we would make the perfect partner.”

The fastest growing property in the UK toy market with YTD August data is Pokémon. In its 25th anniversary year, the property has seen consistent growth each month across several subclasses.

The key growth has come from the Strategic Trading Cards, Action Figure Collectibles and Plush.

World Soccer is at No.2 after strong sales over the summer linked to the European Football Championships. As we move into the autumn, football-linked sales have shifted to the Panini Premier League stickers as the new season gets underway.

Star Wars has been in the toy market for many years now and is seeing strong sales again in 2021, being the 3rd top growth property so far this year. Strong sales for the Mandalorian have helped this growth and this now makes up nearly a third of all Star Wars sales, with nearly two thirds of all Mandalorian toy sales being in Building Sets. 5 Surprise from Zuru is the No.4 growth property, and another that is helping the resurgent collectibles trend so far this year. The 5 Surprise Mini Brands Ball Asst is the top item for this property in 2021 at an average price of just over £7.00.

Vuly Senior Industrial Designer Connor Crawford stated how important this program is for product innovation and global partnerships.

“We feel it is a brilliant opportunity for us as a company to provide smarter, safer, and innovative products for our customers while providing a great platform for inventors from all over the world,” Mr Crawford said.

astest Growing Properties in UK Toys

Vuly Play seeks to expand its brand and global presence by launching the Toy Inventor Program and collaborating with inventors across the globe to produce new products that children and families can enjoy.

kemon is the top growth property so far in 2021 Value Gained £M

Pokémon Fastest Growing Properties in UK Toys £12.1 World Soccer Pokemon is the top growth property so far in£7.8 2021 Star Wars £6.3 Value Gained £M 5 Surprise £5.0 Pokémon £12,149,213.0 World Soccer £7,846,695.0 Lego Star Wars £4.9 Star Wars £6,320,749.0 Nintendo £4.2 5 Surprise £4,964,313.0 Lego Star Wars £4,858,741.0 Hot Wheels £4.1 £4,241,052.0 Nintendo Barbie £4,083,752.0 Hot Wheels £3.7 £3,724,220.0 Barbie Minecraft £3.7 £3,709,635.0 MinecraJ £3,563,769.0 Lego Technic £3.6 Lego Technic Source: The NPD Group | Retail Tracking Service | YTD August 2021 vs. 20 Document classification: Client/Third Party Confidential

The NPD Group, Inc. | Proprietary and confidential

eation: NPDClient/Third Group, Party Inc.Confidential | Proprietary and confidential

Source: The NPD Group | Retail Tracking Service |1 YTD August 2021 vs. 20

Toy World 33

1

Opinion What the pandemic has shown me: Letter from America there’s a need for physical toy stores!

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 role of physical toy stores and how he believes their future is guaranteed.

O

ver the last decade or so, we all have questioned at one time or another whether physical brick and mortar toy stores can survive the growth of online services and, most of all, the rise of Amazon.

It was only natural to question this existence as so many physical toy stores have disappeared, including the mother of all physical locations, Toys R Us, here in the States.

Then came the pandemic. It was a shock to everyone across retail, both large and small organizations, who all had to address the burning question: “will we be able to survive?” Nobody was certain what a new retail world would look like, even if we made it to the other side. Well, we now have some perspective, and it is good news. In fact, I’m now wondering why we were even worried.

Here are my five takeaways from the pandemic: 1. Humans need social interaction, especially when it comes to children’s products, and I believe we will always need that component in our lives. We saw the hunger for people (kids especially) to return to stores, see products in person, even touch and feel some new items rather than guessing what they were ‘really’ like from a description on a screen. It also showed that many adults (especially grandparents) rely on personal assistance and advice when shopping for toys, as trends and the latest popular items change so rapidly and by age. Most importantly, kids wanted to come back. They have tired of tagging along with Mom and Dad to the big box stores and grocery marts.

We are their store – they know this and wanted to see items and products for themselves.

2. We also saw how important physical stores are to test out new products, provide feedback to manufacturers and to see how customers actually interact with products in person. Focus groups are fine and online surveys have their place, but there is nothing like real world testing in a store with live potential customers. For us this was demonstrated clearly by the laww unch of CatsvsPickles by Cepia, which launched in store with us in July 2020 and is now our No.1 selling item, with over $17,000 in sales up to August 25th. Quite a success story.

3. Toy stores are proving to be the fabric of communities. We help to celebrate family events like birthdays and parties, as well as births and graduations. On top of this, we are there for those little pick-me-up gifts for a good day at school or a night out with Dad after doing some errands. With so few toy stores left in the States, many communities are valuing them more than ever as a treasure that needs to be supported.

4. We also saw that, with the help of social media and TikTok in particular, any store, anywhere can go viral and drive business to their location. Learning Express Toys is now one of the leaders on TikTok of driving trends to stores. One of our locations has over 2m followers and in excess of 21m likes. TikTok has driven traffic like no other media that I have used; the impacts are instantaneous, resulting in exposure and sales in the stores - literally minutes from the time a post is made. The main drivers this year have been fidget content, candy videos and Squishmallows collectors and fans. Frankly, the “squidget” trend has been unprecedented and unbelievable.

5. Finally, despite Amazon being so strong, I now understand and know with confidence that physical toy stores can survive and will survive if we continue to fulfill our role in our local communities. We can do this by being a part of that community, providing services people want and need, products that kids want and by being a presence online to wow both kids and adults on the sites that they watch and view daily. Does all this sound like hard work? You bet, but it can and will be done.

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

Here’s hoping this trend is also being felt in the UK and around the world. As indie toy store owners, we have an important role to play in the lives of our customers, in the lives of children and as a vital part of a thriving community. I wish the very best to all out there.

Toy World 34

Talking Shop

Stock tactics Indie retailers are getting ahead for Q4 in terms of orders and are looking forward to customers shopping early, shopping local and availing themselves of dedicated advice and support. Sam Giltrow finds out more.

Emma Dadswell - Toys N Tuck, Southend We have had a fantastic summer. Since we reopened the shop in April, everything has just magically clicked into place. Every day has been busy, and we’ve not had a quiet period, even with the kids now back at school.

People not going abroad has had a definite impact and because we are in a seaside location, we have seen more day trippers coming in. With so many people holidaying in the UK, they have been happy to spend more during their days out. We keep track on our average spend which has definitely shown an increase, and our sales figures are up by at least 30% on 2019, which is amazing.

We normally run lots of in-store events, but we have been wary about reintroducing them, as we didn’t want to have too many people in the store at once. Anyhow, we’ve not really needed to encourage customers in all summer, as they have been coming in anyway. We miss holding events though. We enjoy them, and they are a great way to interact with our customers, so we are planning a couple for October half term to test the water. Hopefully next year we can get back holding them more frequently.

Sales this summer have been driven largely by fidget toys, and we’ve been selling lots of Squishmallows.

Everyone wanted pushpoppers but this has now slowed as Nee Doh, slime and squishy stress balls,

which have been around for a while, have started to peak again. We get a lot of our fidget type toys from Tobar and HTI, backed up by wherever else we can source them. Lego has of course also been a strong seller and we are continually selling out of Funko Pop! Vinyls. Our pre-school ranges are still performing well; Moose Toy’s Bluey has been a definite stand-out, as has Miraculous. Paw Patrol remains popular too, especially with the new movie coming out, which has led to customers looking for the new characters.

Looking at the much-publicised issue of stock shortages, I have taken the view that what will be, will be. We are not going to be short of stock, we just may be short of selected lines that people come looking for, which in a sense is always the way, especially with TV advertised lines. For instance, people might want a certain Barbie, and if we don’t have it, we can suggest 30 other Barbies. Although they might not get the exact item they came in for, they will get something.

Having said that, we are trying to pre-empt any disappointment as far as possible, bringing in some lines earlier and stocking up on product we think will be hot. Without a crystal ball, we will probably miss one or two, but every toyshop is going to be in the same position, and we will make the most of what we’ve got. A couple of things we have decided to focus on are Bandai’s CoComelon JJ dolls and Spin Master’s Harry

Toy World 39

Potter range, which have both been selling well and are sure to be popular for Christmas.

When we order in September or October and the delivery arrives, it always seems like a lot of stock, but then you hit December and it sells through rapidly. I am hopeful that more people will shop local this Christmas. Our regular customers appreciate our savings club, which has been hugely popular.

People are already putting a lot away this year; they appreciate they can get ahead for Christmas this way, spreading their budget and being able to secure the toys they want. I’m sure our customers are aware of potential problems with stock and are buying now for Christmas. We have about 300 in the club, and as long as we keep up with stock, we are in for a cracking Christmas.

Even though there will be shortages, I believe the supermarkets and big retailers will still carry promotions, but it’s all about holding your nerve; they will do it for a week or so, then prices will go back to normal. After the peak of the pandemic, there have been a lot of people coming into the shop saying they would rather buy from us because they want to make sure shops like ours are still here. It is really nice to hear that. For the kids, it is still an experience to come into a toy shop. As long as we keep it that way, we should be fine.

Talking Shop Will & Libby Osborne - Osborne Sports & Toys, Rushden granddaughter, Kasey, works in the shop with us, so it really is a family affair.

Summer trading has been pretty much back to normal for us this year. Our big sellers are the traditional lines such as Lego, Playmobil and Sylvanian Families. Some manufacturers are coping better than others with the current supply chain problems, but a lot of it is out of their control. Generally, stock is coming through – although certain lines are starting to trickle through more slowly than usual.

Will: We have enjoyed a very good summer trading period this year. We are a traditional shop in a small town, and the only toy shop for miles around. Because we have just lost both the Argos and WH Smith from our High Street, we have picked up customers from both stores. However, those stores also used to bring people into the town, so their closure is a bit of a double-edged sword.

We are now in our 66th year but we haven’t changed with the times too much because our customer base expects us to remain what they know and love.

The grandparents who bring their grandchildren in nowadays expect to have the same experience as when they brought their own children in. My father, who sadly passed away six years ago, started the business in 1955 and my mother Pam, now 88, still owns the business and comes in twice a week. My

Our customers seem aware of the supply problems; I have seen people buying early for Christmas and others asking what our stock will be like. We are not buying more stock than we would normally, but the timings have shifted. Rather than just looking at what we would like to stock, we have to check what will actually be available when, and what gaps need filling. My feeling is that stock generally won’t be short, but certain lines will be. That happens in toys most Christmases, but this year I expect it to be more widespread. Suppliers will have product to sell, but it might not necessarily be exactly what a customer specifically wants - they might have to settle for something similar. Fortunately, the toy market has a wide breadth of choice.

Lego is a perennial favourite; it has always served us well as we were the first shop in the UK to stock it. Our adult customers buy top end stuff, such as Technics, but they also buy lots of minifigures as well as licensed set such as Harry Potter and Star Wars. The children also buy those, along with Lego City and Lego Friends, which are strong sellers.

Throughout the summer holidays, L.O.L. Surprise! dolls have continued to be in high demand and the fidget craze has been very popular. With so many

low price-point items, we get a lot of repeat visits and purchases as children build up their collections.

We source these items from wherever we can, and wholesalers have been vital for this type of stock. We deal with A.B.Gee, Kayes and Muddleit for all the little lines that we top up regularly, including Pokémon cards. Low carriage paid orders that can be delivered the next day are made almost on a weekly basis. This allows us to keep a good mix of the right stock and offer a good variety of product.

Libby: With brands such as Lego and Playmobil, we try to stock the full ranges. Since the local Argos closed earlier this summer, we are the only stockist in the High Street and there’s been an uplift in customers asking for specific items. Lego is just crazy at the minute, especially the minifigures which, when we order a box, are selling out within a couple of days. We expect to be in for a really good Christmas with Lego.

Character’s range is also very popular, especially the Peppa Pig, Postman Pat and Fireman Sam licensed products. We have a brilliant rep for Character, and it makes such a big difference as they can advise us on anything new or help if we are not sure how something will sell. We are looking forward to meeting up with suppliers again and having all the reps back in, as it’s much easier to do orders that way, rather than just looking online or through catalogues, which can be very time consuming.

Although it was a bit hit and miss last year due to the pandemic, we will be running our Christmas Club again this year, and lots of people have signed up already. It’s ideal for young families as they can choose what they want and pay off a little bit each week. All in all, we are very hopeful of a good trading period in the run-up to Christmas.

Paul Roy - Roys Toys, Wroxham 2021 is looking like a very good year for us and, given the lack of opportunities for shoppers to spend their income for 16 months, I can’t believe it won’t be a highly successful second half. People are definitely revealing their passion for real world shopping, and we see that preference continuing.

Although there have been many much-publicised problems with shipping recently, we carry a lot of stock, so if we did have supply shortages or price increases we can use that as a buffer. Most products are highly substitutional anyway, and I encourage staff to explain the pros and cons of different product options to customers, so that we can try and please everyone.

At Roys Toys, we reflect the breadth of the toy market and Lego is our number one best seller.

Because of the number of tourists that visit our stores (we also have department stores) while on holiday to the Broads, we sell a vast amount of water related product. The other stores may have a smaller toy department footprint, but they benefit from our wider click and collect range that reflects the complete Roys of Wroxham product portfolio.

Silicon fidget toys are the only line that I feel we absolutely must stock right now, and the only discernible change in buying habits since the start of the pandemic has been fewer party gifts but that is, of course, now changing.

Toy World 40

In terms of new product, we are keeping our powder dry to see who has put their prices up before we review our selection, but we will have room to bring in new items. Until then its business as usual with our existing stock, adjusting on performance related targets.

We are looking forward to reconnecting with products and people at trade shows. When making range selections, there is so much information that cannot be readily assimilated online; I truly believe the best, and only coherent, way of buying is to see and touch toys in person.

indie viewpoint Donald Nairn - Toys Galore, Edinburgh The summer trading period has been very buoyant, and people are spending. In fact, it has been consistently very busy ever since we reopened after the lockdown.

The craze for fidget toys has continued with sales of HGL Pushpoppers doing particularly well, and we have also sold a lot of activity books and activity items to keep children occupied during their staycations. Barbie has also been performing very well for us – stronger than I ever remember – especially the Barbie Career dolls, which have been particularly popular.

Edinburgh has, of course, been quieter this year due to restrictions on foreign travel, but this hasn’t affected us too much as we are not located right in the city centre; we serve the community around us more than the tourist trade.

After months of shopping online, customers have now remembered why coming into shops is so good. It’s great for everyone to be having face to face conversations again and to touch and see the toys. Online certainly has a use, but it is not the be all and end all; some lines are just not suited to online purchase.

Like other retailers, we are aware of problems with stock shortages, but we see it as an opportunity. I think an advantage that almost every independent has over the big boys is that everybody has a front room or a garage or somewhere they can stash toys, so they can stock up and be well prepared. I wouldn’t go mad and order lots of things I am not certain about, but if things don’t sell for Christmas they can always be carried over into next year. Some deliveries have been slightly short of late, but now we’re concentrating on what is available and have placed a big order which is coming in soon, so we should have plenty of stock.

So far, there hasn’t been as much discounting this year; a trend I expect to continue, because why would you discount products when you know they might be in short supply and will certainly sell well for Christmas?

As long as we have stock, I think this Christmas will be absolutely nuts. My hunch is that the areas we will have stock shortages in will be from the Far East – anything that has to go on a container ship is proving problematic. I know there are problems with HGV drivers too, but although this is slowing down getting stock into stores, it seems to get here eventually.

I’m not sure if our customers are aware of the extent of the stock shortage problems yet, as they don’t seem in too much of a rush to do their Christmas shopping. It has still been sunny and when the weather is nice, they aren’t thinking about Christmas. In last year’s run up to Christmas, customers thought we would be going into another lockdown (even though we didn’t in Scotland) so they rushed to do their shopping in November. We had an amazing November with sales up 50%, which is unheard of, yet we still had a pretty good December. I’m very hopeful this year will be even better.

Mark Buschhaus and Stephen Barnes

Bum notes

A

Toy Barnhaus

s we write this, we feel it is “squeaky bum time”, in the words of a very famous football manager. Over the last few weeks, we have taken in more stock than we have ever taken in this early, and our warehouse and stores are filling up fast. With the well documented issues in the global supply chain, building up inventory much sooner than usual is the only way to guarantee supply for our customers at Christmas. However, as it piles up in the warehouse, and more keeps arriving each day, the nerves are kicking in. To shift it all, we need to have a stronger trading period than last year. But we will hold our nerve as stock is king – you cannot sell empty space.

The good news is that sales continue to be encouraging, with the average transaction value increasing. This time last year, you couldn’t go to the cinema or many other places and could only meet in small groups indoors, so shopping was a prime activity, and we were really busy. This year there are lots of other things people can do other than shopping, so we haven’t quite seen that surge. But now the kids are back at school, people are turning their minds to Christmas, and the message has got out to customers to shop earlier in order to get what they want and avoid the price increases that we know are on the way.

We have found the new Lego advent calendars, especially the Star Wars one, are proving very popular already. The fidget/squishy craze shows no sign of slowing down yet, and we have been placing larger orders than ever before for these lines, just to secure stock going forward. The new Bumper Fidget Box from Grossman has been a huge hit with our customers and will be a great Christmas present. With the new football season upon us, and fans now allowed back to live games, the Adrenalyn XL Football cards from Panini have got off to a great start.

Licences play a key part in the mix of products in our stores and will continue to do so going forward. Things have changed massively over the last few years; the power of social media and streaming services means that new IPs can appear from almost nowhere and be in demand very quickly. Over the past 18 months, it has been more difficult to keep track due to the lack of toy fairs and meetings with suppliers. CoComelon seemed to come out of nowhere and has proved to be very strong in the pre-school category over the past year. We try to react quickly for such properties, but also carry a range of evergreen licences that customers expect to see in a toy store, such as Thomas, Peppa Pig, Paw Patrol, Barbie, Superheroes etc.

Looking forward to Christmas, we are reviewing our trading hours for the key season, and they will differ from previous years. Late-night trading will be limited to the final week, as that is all the customer needs, with the internet taking over the rest of the demand. We will be flexible over Christmas, adapting trading hours to meet demand, and with more store chains reviewing Boxing Day opening, we will look at this closer to the time.

We will continue to keep a very close eye on the issue that everyone is having to work through - the distribution situation. That is hurting all suppliers to some extent. We have had lorries arriving late, stock forgotten to be loaded on, a lorry involved in a crash – you name it, we have had it! We have had to become more flexible and will take in a delivery whenever we can at the moment, working with the couriers to make the most of what is able to be delivered.

We are looking at getting our own HGV licences, just to ensure we can get our stock in – although judging by our reversing skills, I think the malls would be rather worried to see us at the wheel. Maybe we’ll stick to the Cozy Coupes.

Toy World 41

Special Feature

BTHA Safety Campaign

BTHA launches latest report ‘STILL toying with children’s safety’

The shocking new 39-page report shows that despite years of campaigning and government lobbying, online marketplaces and third-party sellers are still getting away with selling dangerous toys. The British Toy and Hobby Association is calling on manufacturers, distributors, retailers and consumers to throw their weight behind its latest Don’t Toy with Children’s Safety campaign, which aims to crack down on online marketplaces before more children are hurt. Toy World finds out more.

I

n June 2019, following work carried out in 2018, the British Toy and Hobby Association launched a campaign - Don’t Toy with Children’s Safety - calling for action from the government to ensure unsafe toys are removed from the market.

The campaign followed the publication of a study conducted across online platforms which found that, at the time, 58% of toys selected for assessment were noncompliant with toy safety regulations in the UK, and 22% demonstrated serious safety issues. The first report was followed by a second, released in October 2020, that aimed to raise this issue with more consumers, regulators and platforms.

A little over two years later, the BTHA has now released the findings of a 2021 online marketplace toy safety investigation, showing that, sadly, very little has changed: 255 toys sold on Amazon, eBay, AliExpress and Wish were randomly selected, inspected and tested this time, with a whopping 88% found to be illegal and 48% unsafe for a child to play with. The resultant injuries that could have been caused by the unsafe and non-compliant toys ranged from choking and strangulation, damage to sight or hearing, burns, chemical poisoning and electric shocks, and injuries that would require surgical intervention, such as the removal of coin cell batteries from a child’s throat.

The statistics are laid out in the BTHA’s latest report – appropriately named ‘Still Toying with Children’s

Safety’ – a damning 39-page document which lays bare the breadth and depth of the issue. As explained within the report, UK retailers have responsibilities, defined in the Toys (Safety) Regulations 2011, to check that the manufacturers of the toys they sell have made safe toys or labelled them correctly, and to act immediately should a product be found to have a safety issue. Manufacturers based outside the UK must add their address and company details, thus taking on the role of an importer under the Regulations, which have more detailed obligations. However, as it stands, online marketplace platforms are not classed as being either retailers or importers in the UK’s current economic operator model – simply the platform through which a sale is made. Ultimately, in many cases no checks are being made at all before consumers receive products, and in the case of toys, given to a young child.

If a safety issue occurs after a product reaches the traditional retail market, Trading Standards officers are able to monitor and find unsafe items, and work with the retailer to remove them from sale. In cases where there is a danger, they can also initiate a recall, so consumers know they are unsafe and can return them. But many third-party sellers are based overseas, outside the jurisdiction of UK Trading Standards, and therefore unenforceable under UK law, as are some platforms themselves. It is too late for effective action to be taken only after the illegal and unsafe toys find their

Toy World 42

way into children’s hands and are identified.

Currently, online marketplaces that allow thirdparties to sell products through their platforms have limited insight into (or incentive to monitor) the quality and safety of those products because of the current lack of legal accountability. Consequently, there are no systematic changes being made proactively, by government or online marketplaces, to ensure unsafe products do not make it into the hands of children.

Instead, it is left to the platforms to voluntarily make changes – if they choose to do so. The BTHA is therefore urging the government to take action to protect children from the threat of physical harm by taking steps to prevent the sale of unsafe toys on online platforms, and by making the online marketplaces take some accountability for the products sold through their platforms by third-party sellers.

Members of the BTHA are committed to making legally compliant, good quality toys for children to play with. Toys is already one of the most highly regulated product categories in the UK, and across Europe, and regulations cover every element of the toy, from the physical properties of the toy design to the chemical composition of materials. Making toys to these demanding standards is a legal requirement every member of the BTHA is committed to undertake, but it does come at a considerable expense - and there are unscrupulous sellers which are happy to undercut prices by making substandard and illegal toys.

In an official statement, Natasha Crookes, director of Public Affairs for the BTHA, said: “It is not acceptable that unsafe and non-compliant toys are simply allowed

Special Feature to enter the UK market, putting children at risk of serious harm. We believe the government has to step in to legislate this wild-west of safety, and that we must see politicians from all sides of the house coming together to protect children as part of the UK review of the product safety framework in 2021.”

Among those working closely with the BTHA on the campaign is Sam McCarthy, mother of Rebecca (Becca) McCarthy. Earlier this year, Becca was left critically injured after swallowing 14 magnets, bought from eBay for an older sibling, that she mistook for sweets. The magnets ultimately ruptured Becca’s intestines in three places, and she had to undergo emergency lifesaving surgery at the Royal London Hospital. Although Becca has made an excellent recovery, the episode has had a lasting impact on her entire family.

“I refuse to have any magnets in my house to this day, no matter the size,” Sam explained in an impact statement.

“I’m scared to purchase things, and my 14-year-old and 10-year-old are fearful about playing with toys, in case they could kill their baby sister. Myself and my family are not looking for someone to blame.

We just want to raise awareness about the dangers of buying unsafe toys from third party sellers on online marketplaces and campaign for the law to change so that children and their families are better protected – and so that children can play safely, and no other parents have to experience what we did.”

Becca’s story highlights not only the importance of buying toys from reputable sellers, but also of being aware that even though such products may appear in viral videos on social media alongside kids, magnets in and of themselves are not toys. Of course, magnets are often used within toys for products such as construction sets, and as long as the manufacturer adheres to all necessary testing and compliance requirements, they are completely safe. Unfortunately,

BTHA Safety Campaign

when buying from an online marketplace, many parents may struggle to differentiate between a safe toy and an unsafe one – or even something that shouldn’t be considered a toy at all - with potentially devastating consequences. The BTHA’s Still Toying with Children’s Safety report found that many magnetic ‘toys’ sold online on third-party marketplaces don’t comply with the Toys (Safety) Regulations 2011 as they have magnets that can come loose, meaning what happened to Becca could happen to another child, even though their parent or grandparent believed they were buying a safe toy.

While clearly a concern for parents, the issue is also a major bugbear for the many companies who have built their businesses upon the production of safe magnetic toys. Toy safety testing is laborious and expensive, yet necessary, and reputable toymakers are happy to pay for the process, but it is then galling for them to see rogue companies or online platforms freely allowing the sale of untested, unsafe magnetic products destined to end up in the hands of kids.

"As a member of the BTHA Committee and its Public Affairs Committee, I have been closely involved with the compilation of this report,” Clive Wooster, MD of the reputable and highly respected market-leading magnetic toy specialist Geomagworld, explains.

“It’s crucial that unregulated magnetic toys are not allowed to be sold online or anywhere else. I know the lengths and expense that Geomagworld goes to when ensuring our products are safe. Our key safeguards mean that our Spheres are not magnetic - rather the rods connecting them are - and these pass the small parts test. This is a much more expensive process, but it means we have 100% confidence in their safety."

In addition to working with figures from across the industry, consumers, toy safety specialists and action groups, the BTHA is further bolstering the findings of the new report with the results of its ‘Still on Sale’ investigation, which has looked into which unsafe toys reported to the marketplaces in question are still available for purchase. An online hashtag movement has also been created to coincide with the findings of the report, with a call to action that will hopefully incite concerned parents to visit the new microsite, www. toysafety.co.uk, and sign a petition to put pressure on the government to change the law. And it’s not just parents who should be getting involved – all Toy World readers are urged to visit the new website and sign the petition. If 100k signatures can be collected, the matter will be raised in parliament. Your support is vital to ensuring this happens. The microsite also

Toy World 44

hosts a new video, in which Natasha, Jerry Burnie (head of Technical Compliance at the BTHA) and Sam McCarthy, Becca’s mum, outline the findings of the report. People who want to support the campaign will be provided with a template letter they can send to their local MP. Natasha will also be meeting multiple MPs over the coming weeks to ask if they will sponsor an Early Day Motion (EDM), a motion tabled by Members of Parliament that formally calls for a debate on a particular topic.

“If ever there was a time to get behind our campaign, this is it,” Natasha told Toy World. “Earlier in the year, the government put out a Call for Evidence on the future of product safety in the UK. We sent a 40+ page response, and the outcome of it is due any day.

This discussion is so relevant right now; if we could solve the issue of safety surrounding products bought online, the UK would have a stronger safety regime than it has done for years. Online safety is what people consistently say must change, so getting involved right now, signing our petition and speaking to your MP, couldn’t be timelier. The UK now has the sovereign power to change its laws, when before it had to go through the European Union, meaning real, tangible change can finally be enacted.”

A key campaign message, the BTHA is asking Prime Minister Boris Johnson’s government to ‘Build Back Safer’, a playful riff on the Build Back Better slogan adopted by the Conservatives in the wake of the pandemic. In the organisation’s view, the most straightforward way to improve accountability for the products purchased on platforms would be to strengthen consumers’ rights - to bring private law actions against the online marketplaces that toys have been purchased from, and to place the burden on pursuing enforcement actions against third-party sellers on the online marketplaces rather than on consumers. Given the slow speed with which online marketplaces have been willing to act to remove unsafe products, and the limitations in the voluntary remedial schemes they have established, legislation will be required to effect meaningful change. Such legislation would provide consumers with routes of redress that are clearly defined, and actionable in practice, if harm is suffered because of illegal and/or unsafe toys purchased via an online marketplace.

One thing’s for sure though: without the full force of the toy industry behind the campaign, change won’t arrive as fast as it should. Toy World is therefore asking its readers to get involved today – and ensure kids’ safety is toyed with no longer.

Special Feature

Playtime PR

happy to help Playtime PR, an award-winning marketing and PR agency for the Toys & Games sector, has announced its first formal hire, as Ceriann Smith takes up the role of director of Strategy & Creative. The move comes following another year of growth for Playtime in terms of its turnover, client base and team members, a performance founder and head of play Lesley Singleton is delighted with. In this exclusive profile, Lesley and Ceriann explain why the agency’s remote set-up works so well, how it approaches all types of marketing - from the very traditional to the digital minefield - and why the happiness of its talented team is vital to Playtime’s success.

E

arly in our interview, Lesley notes how strange it is for her to be on the receiving end of a (friendly) verbal grilling - it’s usually her doing the digging on behalf of Playtime’s clients. Lesley’s background is firmly rooted in PR; prior to setting up her agency she was freelancing for Bananagrams and Linkee. While doing so, she’d become aware of a growing number of talented PR professionals feeling constrained by their hours, office locations or working styles. This frustration was pushing many of them into freelancing instead of taking jobs at larger, city-based PR firms, and Lesley recognised an opportunity to create a new kind of agency that offered two things: a tangible work-life balance for its team and the expertise of some seriously knowledgeable people for its clients.

Lesley credits Rena Nathanson, CEO of Bananagrams, for reigniting her love of toys and games as an adult. Lesley had been doing PR for the entertainment and travel sectors before she was approached by Rena, who was looking for a PR manager to replicate the word game’s US success this side of the pond, a goal that was successfully achieved. Working

Toy World 46

on the Bananagrams campaign, Lesley was reminded how much of her childhood was spent playing classics such as Guess Who, Connect 4 and Hungry Hippos, as well as visiting Toys R Us with her dad, a man who nowadays would fall firmly into the ‘kidult’ camp. By the time she’d founded Playtime in 2014, her five or six retained clients were all toys and games companies.

Anyone outside the industry was politely pointed elsewhere.

All Playtime’s specialist PR consultants work remotely. Post pandemic, this is far less eyebrow-raising than it was in 2014, back when Lesley knew she wanted to offer complete flexibility to her team. Lesley always maintained that she wanted skill, not proximity to a particular location. As a result, Playtime has been able to assemble a team from all over the UK, drawn from a huge pool of talent. To use the fishing analogy, the bigger the pond, the better the fish.

“The pandemic has helped others to understand and accept this way of working,” Lesley adds. “We encountered resistance in the early days, but some of that was due to me being an industry newbie. When I founded Playtime, the toy industry was a more

Special Feature

traditional place, and PR was often formulaic. Things were always done the way they’d always been done.

Our agency was a blank canvas, however, meaning we could try the old methods alongside something completely new. Companies that might have been with incumbent agencies for years saw how successful this was, and many realised their own PR needed the breath of fresh air Playtime could offer.”

She continues: “On the subject of remote working, lockdown made no difference to us as we were already perfectly set up for it. We might see each other at toy fairs, or get together for brainstorming sessions, but all being in the same place has never been an essential part of the business and never will be. Our clients’ end user experience is the same as would be offered by any other agency, but the big difference is that everyone who has a hand in their account is both senior and highly experienced. I think our most ‘junior’ consultant has seven years’ experience under their belt, while Ceriann Smith and I are somewhat more towards the upper end of that scale.”

In 2014, when Playtime was founded, Lesley had to wear many hats. Since then, by building out the team to its current 25 consultants, Lesley – a self-confessed ‘control freak’ - has been able to take a step back from the minutiae of the business to focus on talent recruitment and running the agency. And this is where Ceriann comes in, as director of Strategy & Creative.

Playtime’s first official employee, despite being a part of the Playtime landscape for years, she and Lesley enjoy a hugely complementary working relationship as their interests fall organically on different parts of the business.

“It’s fair to say that compared to where we are now versus where we started out, we’ve more than grown up as an agency,” Ceriann notes. “Lesley and I worked together on Argos before I joined Playtime, and we got on really well. I used to work right across the breadth of the consumer field, so I found it interesting how sectorspecific agencies operated. There’s been a big evolution in the way we at Playtime approach the media. We don’t fall back on tried and tested routes. We’re always pushing the rudder, seeking out the platforms and channels that will be most effective and deliver on our clients’ objectives. Lesley mentioned earlier a formulaic approach to PR, because that’s what was most comfortable for the industry. I think we’re past that phase now. Our clients are able to see and appreciate the opportunities available to them through different channels with tangible results.”

In the seven years since Playtime came onto the scene, social platforms have emerged as a dominant force in the media space. As Ceriann explains, a dropoff in ad revenue has seen traditional consumer media

evolve and diversify. Over the past two years, Playtime has been digging deeper into consumer media, liaising with content commercialisation and affiliate editors – navigating the blurred lines between editorial and advertorial content and ensuring the information the agency shares with journalists across the board is considered and delivering what the media, as well as what clients, need. This ranges from the basics of ‘PR 101’ - hi-res images, accessible text, relevant, easily digestible information - to enhanced background knowledge such as stock levels and retail partnerships, information content commercialisation teams need to make informed decisions on top toy lists or category roundups, for example.

“I won’t lie, this is something we’ve had to come to terms with as it’s a completely different level of conversation,” adds Ceriann. “But when everything falls into place, our clients reap the rewards. Take Christmas 2020; the research we did into how the affiliate editors were working, and what the national journalists and content teams needed, really paid off.

We were able to deliver significant ROI for our clients during a hugely challenging year. From Playtime’s perspective, traditional media is still as important as digital and social media now are.”

Lesley interjects here, telling us Playtime’s approach ties back to client objectives. While the impact of PR on toys or games sales can be difficult to quantify, the agency knows from experience that getting a product onto TV or into a newspaper (Lesley highlights This Morning and The Independent’s IndyBest feature) will almost always result in an instant sales uplift – and in Lesley’s phone ringing, an excited client at the end of it wanting to know why orders are through the roof. The challenge lies in showing exactly which element of a PR push is responsible for what. Digital and social media marketing campaigns provide detailed breakdowns of views, click-throughs, and conversions; traditional PR doesn’t. How can you show how many people read a product round-up in a physical newspaper, or saw a product during what might have been a short segment on a TV programme? And while some companies may find that lack of clarity disconcerting, even off-putting, Playtime is keen to ensure its clients keep traditional media as part of the marketing mix. It’s important, and it generates results.

Toy World 48

While on the subject of traditional PR, Lesley is also keen to highlight the work Playtime does with kids’ print, which has enjoyed a major boost during the pandemic, especially the likes of The Week Junior and National Geographic Kids. Partnerships involve creative pages, competitions, branded content and more, adding that little something extra to wider campaigns that target an engaged audience of forwardleaning kids.

However, it can’t be denied that digital is playing a greater role in marketing plans than ever before, as outlined in detail in our article ‘Take it from media’, published in the September issue of Toy World.

Playtime’s approach to marketing has always been a 360-degree one, spanning everything from print media relations to influencer partnerships. Ceriann reiterates what Lesley mentioned earlier; the pair have a rich ‘heritage’ (as they put it) in PR, going back decades.

They’ve evolved their own skills and ways of working as the media space has continued to morph into what we see today. They’re not newcomers, but old hands.

Ceriann used to work in an agency that supported brands and organisations with their broadcast PR specifically. Part of her role was to identify and book talent and experts that would resonate with a target audience to speak on various topics relating to client campaigns. The influencer scene isn’t vastly different, she says. The key to success is ensuring the chosen influencer is right for the brand and the platform, and that they have an audience among which their message will resonate.

“We know as consumers as well as PR professionals when someone is being paid to say something they don’t believe,” Ceriann notes. “Playtime invests a lot of time and resources into finding the right influencers for its clients. Our work in this space has given us a deep understanding of who works and who doesn’t, where the engagement lies, and crucially – how much they cost. This knowledge allows us to make tailored and informed recommendations to our clients about where to place their budget.”

We were keen to explore further what Ceriann meant regarding cost. Playtime, she explained, rarely receives a quote for an influencer partnership and simply accepts it. The pandemic has seen the price of paid partnerships soar in line with the eyes on the space and growing demand for content, but in many cases these prices are unreasonable. Given the volume of work that Playtime does in this particular area, the team is able to benchmark outputs which helps them to guide clients on where to place their spend according to engagement rates, reach and overall content performance. The insights in turn help inform team negotiations with talent managers to establish fee levels that work for all parties.

By now, readers will hopefully have gained a sense of just how far Playtime goes for its clients, how deep it drills down. The agency has never been one for following the crowd or playing it too safe, and it shows. For several years, starting with Magic Box’s SuperThings in 2018, Playtime and its clients have been developing in-school programmes across nurseries, primary schools and secondary schools.

This year alone, over 850 had signed up at the time of writing. These programmes go well beyond the ‘here’s a flyer, please talk about this product’ approach, instead providing robust educational resources that genuinely benefit kids. Take the recent Casdon schools’ programme. Playtime launched a Helping Out in the Home Corner campaign for its client, which more than 100 reception classes nationwide signed up for. The campaign saw home-themed corners enhanced with a carefully curated selection of some

of Casdon’s best-loved role-play toys. Alongside this, educational resources packs were created featuring stickers, certificates, learning activities aligned with the national curriculum and more, all of which could be taken home to mum and dad. Playtime is running a similar campaign for Orchard Toys this year, with the focus on pre-schools and nurseries. As many schools are somewhat under-resourced, these initiatives are a great way to boost the classroom aids teachers have to hand while also providing tangible learning outcomes.

They’ve never been about dumping product in schools and calling it a day. Instead, they go right to the heart of what makes this agency tick – playtime.

Since 2014, Playtime has signed an impressive roster of clients. Asmodee and Zuru were mentioned at the start of this piece, Casdon, Magic Box and Orchard Toys a few paragraphs ago. Other big names include Golden

Bear, John Adams, Exploding Kittens, Bandai, Gibsons, IMC Toys, Moose, PlayMonster, Schleich, Toynamics and more. We invited Lesley to brag a little about why these clients have signed Playtime, something that didn’t come easily. She did tell us that Playtime does what it says it will do, crafting individual, tailored campaigns from scratch for each of its clients and delivering excellent results which lead to both client attraction and retention. At the same time, she added, the agency does turn companies away for a variety of reasons. If an approach doesn’t feel right, it goes no further.

With Lesley remaining humble, Ceriann seized the opportunity to big her up instead. She tells us Playtime’s success is down to Lesley; her people-first approach to business, her consideration for the welfare of her team, her deep-rooted values of kindness and respect. Playtime gives all new clients a document outlining its ‘Rules of Play’ - how it will treat its clients, and how its team expects to be treated in return.

There’s simply no room in Lesley’s agency for bad behaviour. Ceriann adds: “I came from a traditional agency background, and it was very different. Knowing that there’s a different way you can work, and how fulfilled and happy you can be at work – is more than just a novelty. It makes business sense too and the team and our clients see the results of that.”

Playtime’s growth continues unabated, which Lesley embraces head-on. Over the following 12-18 months, she expects to see significant organic growth from existing clients, noting that the longer a relationship continues, the more trust a client places in the agency’s abilities. She also recently unveiled The Play Group, an expanded new global collective of PR agencies founded by Playtime PR (covering the UK), PlayWise Partners (USA), blattertPR (Germany and Austria),

Working Together to Keep Bad Toys Away

Be Now Communication (Spain), and Pragmatika (Italy). Enabling each agency’s teams and clients to tap into insights from other territories to help sensitively localise strategies and deliver campaigns in a more authentic and culturally-relevant way, The Play Group offers a flexible solution for existing clients seeking a similar agency approach in other countries, as well as for new brands looking for a one-agency-style approach with truly localised solutions. And while she was happy to turn down clients in the early days, Lesley is now open to onboarding playful brands that may not specifically fall within the Toys & Games category.

“We often have conversations about growth as we would never want to stretch ourselves too thin, but the team has grown phenomenally and we’ve got some incredibly talented people joining us in the months ahead,” finishes Lesley. “For now, we’re focused on Christmas, but beyond that? Wait and see.”

Contact us to discuss how we can help ensure the safety and quality of your products. MTS can help you mitigate risks whilst offering cost effective solutions.

• UK toy laboratory – physical, flammability & chemical testing • UK Approved Body for toys • Global laboratory locations • Europe & Asia inspection services • Factory auditing • Consultancy & risk assessments

For more information email us at:

mat@mts-uk.co.uk or call us on:

+44 (0)113 248 8830 www mts-global com

MTS TOY ADVERT.indd 1

Toy World 49

16/12/2020 12:20

YuGiOhCardEU www.yugioh-card.com/uk

AVAILABLE NOVEMBER 4TH ©2020 Studio Dice/SHUEISHA, TV TOKYO, KONAMI

*Date subject to change

Feature

Buy now for Christmas

Dear Santa…

The all-important autumn winter season is now in full swing – and for the vast majority of toy retailers, the next three months represent their peak selling opportunity.

Toy sales in the UK have held up remarkably well so far in 2021, despite many challenges. However, the disruption in the supply chain has led many to speculate there could be consumer goods shortages across the board over the coming months. In some instance, this will be as a result of toy deliveries not arriving; in other cases, there will be shortages of other goods which leave gaps on shelves, which multi-channel retailers could be looking to fill.

Either way, as we approach the business end of the year, there is a strong chance that there will be ad hoc opportunities for toy suppliers to take advantage of. Over the following pages, we showcase a selection of new lines which will be landing on shelves over the coming weeks.

Wilton Bradley 01626 835 400 www.wiltonbradley.com

Wilton Bradley’s wooden Playhouse products provide kids with the tools necessary to develop cognitive skills, co-ordination and more. From outdoor games to indoor kitchens, they blend learning and play to create a range of stimulating experiences kids will love while playing and exploring textures, shapes and colours.

The new Playhouse Make n Mend Workbench comes complete with a pre-drilled peg board for fitting tools and is ideal for getting crafty and developing dexterity and hand/eye coordination. Features include a circular saw and working vice, five tools with holding slots, large blackboard and brackets, nuts and bolts for constructing.

Suitable for ages 3+.

With the Playhouse Ice Cream Truck, kids can pretend to serve customers from the hatch as well as taking control of the steering wheel to decide where to pitch up for business. The truck also features a blackboard menu, internal shelves, stencils and patterns to make cardboard accessories and a sliding freezer compartment.

It also boasts a colourful print design inside and out. Suitable for 3+.

For older children, Wilton Bradley’s Xootz Comet Electric Go-Kart provides karting fun in a safe and controlled way for ages 8+. The high-torque, maintenance-free hub motor is powered by two rechargeable 12V batteries delivering speeds of up to 16km/h. With safety in mind, there is a two- speed setting, bucket seat and seat belt and automatic braking function.

Available in a stealth black exterior with white Xootz detailing and alloys, the Xootz Comet Electric Go Kart takes features a running time of up to one hour.

Hasbro 0208 569 1234 www.hasbro.co.uk Hasbro is pulling out the big guns with the Nerf Elite 2.0 Flipshots Flip-32 blaster, which features 32 dart barrels. Darts can be fired from the 16 front-facing barrels before the 16 rear barrels can be flipped forward to keep on blasting. The back-to-back barrels are connected, making it quick and easy to rotate them by pulling the handle, and one or two darts can be fired at a time, using lever-action priming. The blaster includes 32 official Nerf Elite 2.0 foam darts.

For calmer and more creative play, the Play-Doh Rise 'N Surprise Cake Playset allows kids to make Play-Doh cakes which rise before their eyes. Children add Play-Doh modelling compound to the cake pan, pop it in the oven, pull down the handle and watch it rise. There’s even a "ding" sound to alert them when it's done. Kids can get creative by adding swirly pretend frosting with the decorating tool and lots of colourful Play-Doh toppings with the half-moulds. There's also a mixing bowl to make three different Play-Doh sprinkle shapes, and each Play-Doh cake has a secret hollow space inside to reveal colourful surprises when sliced.

Also popular for Christmas will be the Monopoly Decoder game in which things aren't always as they seem, as fake cash and fake Chance cards have been added. Using Mr. Monopoly’s decoder, players can find the fakes and still make a fortune. It's an exciting game of hidden reveals, and players can challenge their opponents for using fakes with accusation coins. The game includes Monopoly tokens that play up the deceptive theme, and the player with the most money at the end - real or fake - wins.

Toy World 52

Vehicles & Plush by

available this Autumn!

Tv & digital campaign

For sales enquiries contact uksales@jazwares.com © 2021 MARVEL. All Rights Reserved.

Buy now for Christmas

Little Tikes 0845 0533 333 www.mgae.com Part of Little Tikes‘ new autumn/winter product line-up, Rescue Tales plush pets offer a new way for kids to learn what it is like to adopt a real rescue animal, helping them develop their empathy and caring skills.

The wearable Rescue Tales Groom ‘n Go Pet Backpack lets adopters take canine style with them wherever they go. Kids can carry the included Pomeranian plush around with them in the backpack, which, when taken off, converts into a grooming salon complete with a styling turntable. Grooming accessories including a removable hand mirror, comb, stylish collar, bow and two ice cream hair clips add to the styling fun. The backpack also provides kids with everything they need to take their plush pet on a trip, such as a blanket, toy, treats and a food bowl.

The Rescue Tales Adoptable Pet wags its tail, nods its head and makes lifelike puppy sounds.

Each Adoptable Pet comes with a wipe-away tear, collar and adoption certificate so kids can enjoy the experience of adopting a dog of their own. They also let out a sad whimper if they’re feeling upset and pant when they’re excited.

There are four Adoptable Pet breeds to choose from: German Shepherd, Dalmatian, Rottweiler, and Golden Retriever.

The Rescue Tales Scrub ‘n Groom Bathtub play set features a hand-powered pump that activates the real working shower head, so kids can bathe the included Chocolate Labrador puppy. A pretend shampoo bottle, shower hose, grooming brush, hair dryer and even a rubber duck are also included. The Chocolate Labrador’s soft, huggable body is water safe and dries easily, so kids can wash it without worrying how long it will be before bath time can start again.

Each Rescue Tales Baby plush comes with a customisable doghouse, collar, activity booklet, adoption certificate and check-up chart. The soft, huggable plush body is irresistibly snuggly, and kids can even use the included stickers to decorate the customisable doghouse; they just need to pop open the roof and windows on the box to create the perfect pet home. The Baby Plush come in a selection of breeds, including a Husky, Chocolate Labrador, Cocker Spaniel, Tabby Kitten and more.

The Rescue Tales line will be supported with robust marketing this festive season, including a significant media campaign.

Amaroni 01205 260 384 www.amaroni.com The ingenious and award-winning Clever-Up! construction system delivers fun in four different sizes, while its varied selection of clear, simple shapes allows for the creation of numerous pattern and construction combinations. Each set enables kids to gradually learn shapes of increasing complexity as well as three-dimensional constructs which they can then combine, helping children to develop an understanding of space and construction in a varied way.

The new Clever-Up! 4.0 set fires up the imagination and inspires creativity by giving children the opportunity to learn basic maths and coding in a playful way. The Clever-Up! 4.0 set comes with perforated slats and brightly-coloured spherical blocks ideal for bringing new building ideas to life. The triangular prism permits more complex construction - even roof designs can be recreated.

The contents include: 160 pieces (36 cubes, 24 rectangular blocks, 30 rods, 18 panels, 30 strips, four ball bars, six balls, 12 triangular prisms), one educational booklet, and one heavy duty cotton storage and carrying bag. The educational booklet contains child-friendly explanations of simple physical and mathematical relationships, as well as brainteasers and dexterity tests that introduce children to the skills necessary for today’s digital world.

Carved from wood, Haba products are PEFC certified and use timber from sustainable Germany forestry operations, with the beech and birch wood used in manufacture sourced from forests located within a 150km radius of the Haba production facility.

Toy World 54

From the hit CBeebies show

NEW

MathLink® Cubes 11-20 Activity Set

Pre-Order Now

Stock arriving November

Includes three fun character accessories!

ing Have fun mak s with Numberblock mberlings faceplates, nu and stickers

Includes reu sable fun maths activ ity cards and exclusiv e collectible character c ards

Also available MathLink® Cubes Numberblocks 1-10 Activity Set

290 pieces Includes 155 MathLink® Cubes

See over To order contact your Learning Resources Sales Manager call 01553 819380 email sales@learning-resources.co.uk www.learningresources.co.uk ©2021 Alphablocks Ltd. All rights reserved ©2021 Learning Resources Ltd. numberblocks.tv

Pre-Order Now.

Multi-Award Stock arriving Winner November

MathLink® Cubes 1-10 Activity Set

e Uniqu le tab Collec Cards cter Chara

Fun A Cards ctivity ba the TV sed on series

251 pieces Includes 100 MathLink® Cubes

To order contact your Learning Resources Sales Manager call 01553 819380 email sales@learning-resources.co.uk www.learningresources.co.uk ©2021 Alphablocks Ltd. All rights reserved ©2021 Learning Resources Ltd. numberblocks.tv

Buy now for Christmas

H. Grossman 01416 132 525 www.ozbozz.com In the run-up to Christmas, HGL is looking to boost its popular Pushpopper and fidget lines with some new additions.

The Bumper Fidget Box includes a mix of 24 fidget items and is great value for money, as each of them are best sellers in their own right. It's also a huge time and cost saver for anyone who needs a stash of toys for a Christmas party or event.

Also new are the Mega Jumbo Pushpopper and Pushpopper keyboard – a rainbow coloured pushpopper laid out in the shape of a computer keyboard. Taking the concept one step further, HGL has also introduced a brand new Pushpopper game, which is a fun board game suitable for all the family. Players roll dice and race to press down all of the push popper buttons on their part of the board with the winner being the first to press all of their pushpoppers. This combination of pushpoppers and a game is proving to be a big hit with popular Tik Tok users and other social media influencers.

Festive fun is catered for with the Fidget Advent Calendar. This offers kids a novel way of counting down the days with a fidget gift under every date. There’s also a Festive Push Popper assortment comprising a Christmas tree, Christmas stocking, Santa and a Santa hat. These make perfect stocking fillers and will keep fidget fans busy on Christmas day.

Quarto 020 7284 9300 www.quartoknows.com/SmartLabToys salesuk@quarto.com Tiny Circuits marks the next big step in the SmartLab Toys Tiny programme. The product builds on the successful foundation of one of the company’s best-selling kits, Smart Circuits, by shrinking the fun STEM learning into a fun micro-circuitry kit that provides a smaller, less expensive take on same concepts that made its larger predecessor a success.

Tiny Circuits encourages kids to learn about electronics in a hands-on way as they build fun projects including a bedroom alarm, wind-power generator, strobe light, and more. This new kit is also highly portable, meaning it can be slipped into a backpack for on-the-go STEM learning and productive play.

A.B.Gee 01773 570 444 www.abgee.co.uk With the release of its Christmas catalogue at the end of July, A.B.Gee is getting a head start on the festivities. Containing more than 300 products from over 20 suppliers, there are new ranges, big brands and classic favourites.

Proudly partnering with many well-known names in the industry, the run up to the Christmas period will see A.B.Gee increase support for new releases and catalogue lines over its social media platforms and daily mail shots, not to mention regular updates to the digital version of the catalogue so any items that become unavailable are removed immediately.

Two of the best-sellers from its exclusive brand, Tooky Toy, feature in the wooden section of the catalogue, which is becoming increasingly popular as parents become more eco conscious.

The Owl Music Set features five brightly coloured instruments that will introduce little ones to early percussion and rhythm. It is beautifully decorated with an owl design and displayed in a wooden crate, giving it great gift appeal. The wooden Dinosaur Train Set consists of 40 pieces of track, train and carriages plus lots of accessories to create an exciting, pre-historic dino landscape. This train set is also fully compatible with most leading brands.

Toy World 57

Licensing World from the publisher

H

aving enjoyed a frankly remarkable year’s trading in ’21, the UK toy market has continued to overcome the myriad challenges that have presented themselves in ’22. Despite major glitches in the global supply chain, the strong level of sales reached last year has continued unabated across the first eight months of 2021.

In even better news for the licensing community, sales of licensed toys are currently outpacing the toy market as a whole. As NPD outlines in this month’s exclusive Toy World column, sales of licensed merchandise across the five largest European territories have grown +16% so far this year, increasing nearly three times as fast as the overall toy market.

Licences make up nearly 24% of the overall toy market in Europe this year -the highest share for four years. The UK has the second highest share of licences in the G5 with just over 26%, and so far in ’21, licensed sales are up +10%.

This is great news for both the toy market and the kid’s licensing community, for which the toy sector remains the key driver for the vast majority of properties. Inevitably, the pandemic has seen a change in the mix of licences enjoying success: while movie-related brands have just about held their own, TV and Digital properties have accelerated their growth, while the strongest growth is coming from sales linked to video games, increasing at an astonishing +95% against the same period in 2020.

All of which makes the imminent return of BLE all the more tantalising. The licensing community hasn’t been together under one roof since October 2019, so the opportunity to engage with licensors, licensees and retailers will be widely welcomed. Our main BLE Preview will appear in next month’s edition, but in the meantime, we spoke to Anna Knight to find out what’s in store at this year’s event – that article starts on page 66.

In addition, there is a wealth of exclusive licensing content in this month’s Licensing World section, including a roundup of the latest licensing news; an interview with licensing legend Richard Hollis, who has a wonderful perspective on licensing relationships, having moved over from the licensor side of the fence to leading toy licensee HTi; a special feature exploring Mattel’s iconic Barbie, showcasing some of the most exciting toy-related developments that are being launched this year and next; a look at some of the latest properties making waves, including Silvergate’s reimagining of Octonauts and, finally, an exhaustive trawl through the latest character merchandise lines which will be hitting shelves in the run-up to Christmas and Q1 of ’22.

Enjoy this month’s extensive look at some of the hottest developments from the world of kid’s licensing and keep a look out for our comprehensive BLE Preview coverage in the November issue of Toy World.

CONTENTS 62 66 70 73

Licensing World BLE Interview: Anna Knight Hot Properties Barbie Special

66 BLE Interview: Anna Knight

86 Brand Profile: Octonauts 90 Special Feature: HTI 92 Feature: Character Licensed Merchandise

73 Barbie Special

86 Brand Profile: Octonauts

90 Special Feature: HTI

Licensing World Disguise unveils multi-year renewal for Lego costume line

Heathside to release Terraria toys and collectibles range Vidglo and Heathside Trading have been working on a range of up to the minute products that are sure to be popular with Terraria players and fans around the globe.

Released by Re-Logic for PC in 2011, and since expanded to multiple gaming consoles and mobile platforms while becoming a global cultural phenomenon, Terraria has delighted players with continuous updates, making it one of the most successful games of all time. The game boasts one of the largest and most loyal player communities worldwide.

Nearly 38m units have been sold, with 8m sold in the last year and a half alone. Enjoying the accolade of the No.1 played game on Steam 250, Terraria has also boasted the 6th highest all-time peak concurrent players on Steam in 2020.

Vidglo/Heathside has exclusive global rights and is in discussion with companies around the world regarding distribution. Products will include figures, collectibles, blind packs, badges and puzzles amongst the first ranges. Plans are already underway to expand upon these initial ranges, in ways that will keep the brand and products fresh and exciting to Terraria players.

John Nelson, partner at Heathside Trading, said: ”Once again, we are pleased to be working with a team of people who bring some of the best products on the most relevant and popular games to market.

We could not be more excited for the release of Terraria consumer products worldwide.’’

Sam Lockett, CEO, Vidglo added: “Very few games are as loved or as lasting as Terraria which has seen extraordinary growth over the last decade. We have worked hard with the Relogic team to develop a product offering unlike anything released before, that can be enjoyed and appreciated by all Terraria fans, old and new.”

For further information, contact john@ heathside.biz

Disguise has agreed a multi-year renewal of global rights for its Lego costume line, which will see the company continue to design, market, manufacture and distribute costumes and accessories for The Lego Group across the world.

The partnership first started in 2015 and over the years has seen Disguise produce costumes based on classic minifigure characters, the Lego brick and hit series Ninjago.

Tara Hefter, president and GM of Disguise, commented: “Lego is a massive global brand that continues to lead and innovate in the toy world and has shown unprecedented growth. We are pleased to continue our costume range with the brand. Disguise matches the level of quality and innovation that the Lego brand maintains in all its products. This is proven year after year in stores and online through the solid retail performance of this line.”

Peter Søgaard, VP Licensing & Extended Line at The Lego Group, added: “We are thrilled to continue our partnership with Disguise to produce official Lego costumes. The products continue to delight children and adults alike, whether they become their favourite Lego characters or show off their love for the Lego brand, with a thoughtfully designed dress-up offering.”

Animated series Pokémon Evolutions debuts to mark Pokémon’s 25th anniversary The Pokémon Company International has announced Pokémon Evolutions, a new, limited animated series created to celebrate 25 years of the global entertainment franchise. New episodes began in September and will be gradually rolled out until December.

The eight-episode series will take fans on a journey through all the known regions of the Pokémon world explored in the popular core video game franchise since it launched 25 years ago. Throughout 2021, The Pokémon Company International has invited fans on a retrospective journey of these regions and the Pokémon originally discovered in them. Like the retrospective, the series will begin in the Galar region, most recently explored in the latest video games Pokémon Sword and Pokémon Shield, and culminate in the Kanto region, originally explored by players in the first games from the franchise, Pokémon Red and Pokémon Green in 1996. Each episode will focus on a story from a different region in reverse chronological order from which they were first explored in the games: Galar, Alola, Kalos, Unova, Sinnoh, Hoenn, Johto, and Kanto. Familiar tales from Pokémon lore will be told from a fresh perspective in every episode.

“Pokémon Evolutions is both an exciting new collection of animation for the brand and a thank-you to the millions of fans around the world who have joined us on this journey over the past 25 years,” said Colin Palmer, vice president of marketing for The Pokémon Company International. “Each region has been a touchstone for new generations of Pokémon Trainers as the brand has grown, and we wanted Pokémon Evolutions to pay homage to that legacy while also being innovative and contemporary. It’s a new adventure and familiar all at once. And, with the last episode set in Kanto, Pokémon Evolutions is a meaningful way to end our anniversary celebrations in the place where it all began for Pokémon 25 years ago.”

Pokémon Evolutions is being produced by The Pokémon Company International in collaboration with OLM Studios.

Toy World 62

Get your groove on with Golden Bear TV & Digital support throughout AW21

Musical Statues Dancing Bing “Do you want to play musical statues?”

”When thpes, music sto to you need tue stand-sta still!”

Press m y hand to play and dance © 2021 Aca

mar Films

Includes

4

tunes!

Ltd.

Spin and Groove DJ Duggee PLAY TER C HARA FUN C ASES R H P THE OVER S U M IC

5 ENT

DIFFER !

SONGS

5

SQUIRREL BUTTONS

DU

GGE WOOF E S

SPIN RD ECO THE R HEAR TO TCH SCRA DS U SO N

TV & Digital support throughout AW21 Tel: 01952 608308 email: customerservices@goldenbeartoys.co.uk

www.goldenbeartoys.com

Licensing World HTI extends JCB portfolio with introduction of My First JCB HTI has added My First JCB to its 22-year strong licensing partnership with the world-renowned digger brand. Under the Teamsterz brand, HTI has been recreating high quality replica toys of JCB machines for the 5-10 year-old market since 1999. From autumn/winter 2022, the company will also be providing JCB toys, with bright colours and fun characters, for the pre-school market by adding My First JCB to the existing portfolio.

Alison Downie, HTI’s global licensing and brand director commented: “We look forward to welcoming Joey JCB and his friends to HTI. This natural progression of enhancing the current JCB offering with My First JCB will simplify and strengthen the purchasing process for retailers and JCB fans alike”.

The JCB toy category produced by HTI exceeds 40 lines, ranging from mini machines to larger dump trucks and excavators with sounds, lights and movement. An FSC wooden range has also recently been developed, and tool kits, play sets, ride-ons and tower cranes will allow kids to fully immerse themselves into the construction industry.

Sam Johnson, senior licensing manager at JCB, added: “Our long relationship with HTI goes from strength to strength and we’re delighted to finally have the full mainstream toy offering under one roof.

Joey JCB and the gang will feel right at home with a partner that believes passionately in all things JCB”.

For more information about the JCB range and the full HTI portfolio, contact HTI on 01253 775544 or sales@htigroup.co.uk.

PMI welcomes Among Us Matchify to its line-up Innersloth Games’ smash hit Among Us is a social party game of teamwork and betrayal, in which crewmates work together on board a spaceship, trying to complete tasks without being killed by one or more ‘Impostors’. Now, thanks to the licensing agreement struck between Among Us master toy rights holder Toikido and PMI, the crewmates of the game will soon be taking on a new role as the stars of PMI’s licensed Among Us Matchify card game, the first card game to be introduced to the Among Us brand.

The family friendly Among Us Matchify card game will join PMI’s existing line-up of appealing, high-quality toys.

The range currently comprises a wide variety of collectible figures, action figures, play sets, stampers, key chains and plush products, all of which are included in the worldwide distribution agreement between the two companies.

The licensing agreement between Toikido and PMI marked the start of an Among Us toys and collectibles roll-out, with products said to be flying off the shelves and into the hands of fans. Among Us Matchify is the next product in line for launch and is slated to hit retail for autumn/winter.

PMI expanded into the games category last year with the signing of its global agreement for the Matchify brand and its range of card-based family games, which are developed by the UK-based games publisher PikyKwiky. The licensed Matchify family card game, with its unique play pattern, offers wholesome fun and supports cognitive and educational development. Families can enjoy fast-paced gameplay as they work to identify the links and associations between different objects and symbols.

In the UK, the PMI Among Us range is distributed by Singleton Trading, and benefits from a marketing plan led by KidsKnowBest. To place an order for stock or to find out more, please contact daniel@singletontrading.com.

Toikido launches first Smighties toys with NFTs Toikido has secured global rights from Reality Gaming Group and Herotainment to create high quality, officially licensed Smighties toys and merchandise bundled with NFT collectibles, bringing the world of physical toys and NFTs together for the first time. The partnership represents Toikido’s entry into the world of NFTs, with the Smighties toys available globally from April 2022 at major retailers.

Darran Garnham, founder & CEO at Toikido, said: “The expansion of digital IP into physical products is a key focus for Toikido. It’s something I have been close to throughout my career, from Pokémon and Yu-Gi-Oh! through to Moshi Monsters and more recently Among Us. We have been following the NFT space closely for some time and believe it will shape innovation in gaming, entertainment, sport, trading and collectability, and more in the coming years. The teams at Herotainment and Reality Gaming Group have put together a vibrant and very collectible IP which is going to be great fun to bring to life.”

Each Smighties toy will come bundled with a QR code directing its owner to the online portal for Smighties-Universe, a blockchain-fueled experience where fans can collect digital versions of their favourite Smighties characters. Owners of Toikido’s Smighties toys will be able to claim a free NFT based on one of the hundreds of adorable and quirky Smighties-Universe characters. Each character in the Smighties-Universe is tokenised into a Non-Fungible Token (NFT), which means it is secured and protected on the blockchain, providing documented ownership indefinitely. Smighties are 100% owned by collectors.

Smighties-Universe digital collectibles are one-of-a-kind and cannot be copied, which makes them scarce and potentially valuable. There are over 136 unique characters to collect, with different attributes, powers and strengths. Each Smighty can also be categorized by its element and rarity, including Epic ones.

Toikido’s initial Smighties product line-up will include plush, collectibles and trading cards. It will then expand into other core categories globally.

Smighties-Universe is developed and published by Reality Gaming Group in partnership with New York-based entertainment company Herotainment.

Toy World 64

ADVERTISEMENT

FSC Certified Peppa Wooden range available from HTI

Ev Pe er

! y a l p e ol r s e ! y a l p v e l o o l sr e a v pp dy lo o b y

HTIGroup1952

htitoys

HTIGroupMedia

Contact our sales office, email us at sales@htigroup.co.uk © 2021 ABD Ltd/Ent. One UK Ltd/Hasbro

Feature

BLE Interview

Welcome back!

Toy World spoke to Anna Knight, VP Licensing, Informa Markets, about Brand Licensing Expo’s much anticipated return to Excel London from 17th-19th November, which will see the licensing industry gather under one roof again for the first time in a very long time. In this piece, Anna outlines all there is to look forward to, and what attendees should know about the in-person event.

What have been the major challenges in organising this year’s show, and how have these been overcome?

The logistics of organising a show during a pandemic have been a challenge. We need to ensure we are up to date with the latest guidelines, which are always changing, but we’re very confident that we can deliver a great show whilst ensuring the safety of exhibitors and visitors. We also have our online event two weeks after our in-person event, which will cater to those unable to make it this year. The complexity of dualorganising in this manner is also a challenge, but one which the team is working really hard to successfully overcome, so it can deliver everything attendees expect.

Can we expect anything from the physical BLE 2021 event that hasn’t been experienced, seen or done before?

How does it feel knowing BLE will return for a physical event in just a few weeks?

It feels brilliant: we’re really excited to welcome everyone back. It will have been two years since BLE was last held in-person and it’ll be the first time many people in this community will be able to meet up again. It’s been a very tough period for everyone, but finally events are open and back on.

My mantra is - let yourself be excited.

BLE will follow a new multi-platform format, combining in-person and online elements to offer an improved experience for all participants.

Exhibitors and visitors alike will have the ability before, during and after the events to schedule and host meetings, watch on-demand content, and search and discover the widest range of properties available for licence anywhere in Europe. That’s probably the most significant change.

We also know sustainability is important to our attendees and exhibitors, as well as to the whole market. At this year’s BLE, we’ll put even more of a focus on this through our continued commitment to running an environmentally responsible event.

This includes a real drive to limit the use of paper

Toy World 66

distribution and the introduction of the Better Stands initiative, which will eliminate single use stand builds.

After show drinks will be laid on for all attendees and exhibitors on Wednesday evening from 5-7pm on the show floor and there will exhibitor drinks on Thursday too. We’re really looking forward to welcoming everyone back and this gives us the perfect opportunity to do so.

Can you explain the thinking behind this year’s theme, ‘What’s Next’?

Identifying new trends, changemakers and upcoming challenges is what makes an industry gathering like BLE unmissable. This past year has shown how adaptable we are and, as we move into a post-Covid world, that pace shows no sign of slowing down. Looking towards the future has never been more vital and this is precisely what our What’s Next theme is designed to support.

We’ll look at What’s Next for the industry, for sustainability and for retail, as well as at Who’s Next through our Agents of Change gallery.

Feature

BLE Interview

Our hope is that this year’s theme, and all the amazing content that envelops it, will help to take the guesswork out of strategic planning and support our attendees as they drive forward their visions for the future.

What have been the impacts of the last 18 months on the licensing space? Can BLE mitigate these in any way?

Toy World has documented the impact of shipping, supply chain and stock shortages on the toy industry and, of course, this has impacted licensing. But you’ve also reported on how the industry is attempting to combat this by expanding Christmas campaigns, for example. Also, let’s not forget that many toys and games categories have thrived throughout the pandemic, which is great for toy brands, manufacturers and retailers, as well as the licensing industry. BLE can help by bringing people back together again to do business and prepare for the future. That’s why we exist, and we take that responsibility very seriously. You can’t beat that in-person connection - creating and building relationships is best done face-to-face.

There are a few major names missing from this year’s exhibitor list – were you disappointed, and do you feel it could have any impact on visitor numbers?

Or do you feel that with a few big licensors not participating, it will open opportunities for other exhibitors, giving licensees and retailers more time to see other companies?

There are a couple of names missing but given the year we are in, I think that’s to be expected.

The good news is that if they could have been at the show they would have been, and they are keen to get back on the floor in 2022. Will that impact visitor numbers? Not directly, no, but we’d be crazy to expect the same size show as 2019. We’re still in a pandemic, some countries are still facing travel restrictions, and some organisations have put travel on hold until 2022. That said, initial registration figures are strong, the support we’ve received from the industry has been amazing, and we are confident it’s going to be a great show.

Remember, that’s why we also have our online platform and online event running, to ensure that everyone can still be part of BLE.

What feedback have you had from international visitors - do you think that travel complications will put some attendees off?

signed up include Manchester City, Fashion UK, Global Trademark Licensing, Kate Mawdsley, Withit Studios, Olympique de Marseille, Tactic Games, Start Licensing, Imperial War Museum, Sinigaglia, Princess Sam, Tesa Scribos, Asmodee, ZSL (London Zoo), FOO Entertainment and Toncar.

It’s great to know that we’ll have loads of European content on the floor.

The continued simplifications of measures are going a long way in ensuring we will have good European representation at the show this year.

If you look at our registrations to date, we have a healthy representation of international visitors and the fact that we are still running screenings this year alongside some soon to be announced big-name keynotes further strengthens the international appeal.

The Retail Trends Lounge will return, with inspirational and really fun content exclusively for retailers. We’ll also host the live final of the Kelvyn Gardner License This! Competition in the lounge.

Our Retail Mentoring Programme was a record breaker this year with 84 retailers taking part, showing just what an appetite there is for gaining a better understanding of the licensing industry.

What Covid-19 safety measures are in place?

There’s no doubt that things will be a little different on the show floor in wake of Covid and our priority is to make sure attendees and exhibitors can network and do business safely. We are committed to following official government, local authority guidance, venue and location-specific regulations. At the moment, that means presenting proof of double vaccination or a negative lateral flow test to gain entry into the venue.

Key information around Covid-19 safety measures, which will allow everyone to safely connect, learn and do business at BLE, will be regularly communicated to all booked exhibitors and registered attendees. It can also be found on our website.

What three things do you feel readers ought to know about BLE 2021?

First, the character parade is back. As soon as we announced BLE would be back in-person this year, the one question we were repeatedly asked is ‘will the character parade be coming back?’ The extra good news is that it’ll be taking place twice – at 11.30 on both the Wednesday and Thursday.

We have an amazing list of exhibitors across all categories and territories, from emerging trends to household names. New names who have recently

Toy World 68

Our Sustainability Activation, which we’re building in collaboration with Helena MansellStopher and Products of Change, will include spotlights on fashion, material and retail innovation, as well as product showcases that will be really thought provoking.

We’ve got two incredible keynotes lined up for the show – I wish I could tell you more but I can’t, so watch this space. That’s on top of all the online content we’ll have available following the event, including Licensing U from Licensing International.

I’d like to take the chance here to say a massive thank you to everyone from the toy industry – retailers, brands and manufacturers – who have supported us throughout the pandemic. We really can’t wait to see you at BLE in November.

Hot Properties

Pokémon The Pokémon Company International

Strawberry Shortcake WildBrain First launched over 40 years ago, Strawberry Shortcake came to be adored by generations, who cherished the little dolls with their signature strawberry scent. Now, WildBrain has announced that Strawberry Shortcake is back, with a new look and confident, savvy attitude for today’s kids in a new animated series, Berry in the Big City.

The new digital-first Strawberry Shortcake series, produced by WildBrain’s Vancouver animation studio with renowned showrunner Mike Vogel, has launched exclusively on the WildBrain Spark AVOD network on YouTube, where it will be initially available in English, French, German, Spanish and Portuguese by territory. Season one of Berry in the Big City delivers 40 all-new four-minute adventures in 2D animation for kids aged 3-6. A second 40-episode season of Berry in the Big City has already been greenlit, and WildBrain Studios is also in development on a slate of new CG-animated 44-minute Strawberry Shortcake family specials for a major streaming platform.

Berry in the Big City also features 10 original songs that will be released next year on WildBrain Spark’s official Strawberry Shortcake channel. WildBrain Spark is one of the most popular networks of kids’ and family content on YouTube and YouTube Kids, generating billions of views per month.

A new global franchise programme has been specially designed to inspire and bring joy to today’s kids, featuring new toys, apparel, books and more, plus celebrity spotlights, social media activations, brand partnerships, baking demonstrations and friendly competitions.

WildBrain has appointed Moose Toys as master toy partner for Strawberry Shortcake. The toy company will be working with WildBrain’s Franchise Brands team and licensing agency WildBrain CPLG on developing new Strawberry Shortcake toys and play sets, to be unveiled in 2022. Parents who loved Strawberry Shortcake when they were little will be pleased to learn Strawberry Shortcake’s signature scent is set to return in a line of collectible dolls.

In a first for Strawberry Shortcake, she’ll also feature in her own Roblox game, Baking with Strawberry Shortcake. The game invites fans to dive into an interactive 3D adventure in which they can play with each other and engage with Strawberry and her friends in a digital world not available anywhere else, customising food trucks, creating baked goods and competing in baking contests.

Additionally, WildBrain CPLG has expanded its existing Strawberry Shortcake partnership with Penguin Young Readers Licences, an imprint of Penguin Random House, for a range of new Berry in the Big City story books, board books and sticker books, set to launch in 2022 in North America.

Other household-name brands launching new Strawberry Shortcake partnerships at retail beginning in early 2022 include Naturipe (strawberries and blueberries), Sunkist Growers (oranges, lemons and limes), Envy Apples (apples), Langers (juice), Zolli Candy (dentist-approved lollipops), Dippin’ Dots (ice cream), Snip-Its (kids hair salons), Challenge Butter (butter) and more.

Toy World 70

A dynamic and ambitious programme for Pokémon’s 25th anniversary celebrations has resulted in a stellar 2021 for the multigenerational and iconic pop culture brand. Up 90% on 2020, Pokémon has remained within the top four performing NPD properties for the whole of the year, with toy sales up 83% in value this year to date.

A significant year-long music venture, P25 Music, launched with an exclusive virtual gig headlined by Post Malone on Pokémon Day, 27th February. In June, headliner Katy Perry then released her vibrant anthem Electric, starring alongside Pikachu and Pichu in the song’s video, while August saw the release of Pokémon 25: The Red EP, featuring new songs from Mabel, Vince Staples, Louan and, Cyn. The tracks were remixed by Zhu for The Blue EP, reflecting Pokémon’s tradition of dual, nuanced releases for the core video games.

A celebratory year-end digital release, Pokémon 25: The Album, is produced by Universal Music Group’s Capitol Records.

In late July, Pokémon took over Harrods’ toy floor for a month-long branded pop-up, offering a wide range of Pokémon product plus exciting promotional activity. This included digital screens and displays themed with 24 first-partner Pokémon from all eight Pokémon regions, along with the iconic Pikachu.

Distributed in the UK and Ireland by Character Options, Jazwares’ new launches for its engaging toy range include a Volcano-themed Backpack Case play set, a Deluxe Pikachu light-up statue and new special edition anniversary silver figurines and plush. Mattel’s Mega Construx line Jumbo Pikachu was named the Grands Prix du Jouet’s Construction Toy of the Year in France.

Zavvi’s exclusive Pokémon Summer Collection, inspired by the region of Alola in Hawaii, the setting for the Pokémon Sun and Pokémon Moon video games, is the latest range from the successful new collaboration.

In August, a free content update for New Pokémon Snap on Nintendo Switch/Switch Lite systems was released, with new areas across the Lental region and 20 additional Pokémon to discover. November 19th sees the launch of new video games Pokémon Brilliant Diamond and Pokémon Shining Pearl, faithful revitalisations of the 2006 classics which first introduced trainers to the Sinnoh region. Next year kicks off in style as Pokémon Legends: Arceus introduces fans to the long-gone Sinnoh region of old.

The August Pokémon Trading Card Game expansion, Sword & Shield —Evolving Skies, brings together all Eevee evolutions and showcases Dragon-type Pokémon. Coming in October is the highly anticipated Pokémon Trading Card Game: Celebrations, commemorating 25 years of the brand.

Pokémon continues to evolve its offering with its first strategic team battle game, the free-to-start Pokémon Unite. Available on Nintendo Switch, it launched in September on mobile devices.

The 24th season of the iconic Pokémon animated series premiered from this summer. In Pokémon Master Journeys: The Series, Ash and Goh meet new friends and returning rivals on their exciting adventures.

The excitement generated by the 25th anniversary celebrations looks set to continue into 2022, with more vibrant activity and intriguing partnerships on the horizon.

THE UK’S N0.1 ANNUALS PUBLISHER

*

OVER 1.2 MILLIO ANNUALS N S EACH YEAOLD R

A complete r Annuals range fo girls and boys ol from prescho lt. to young adu

WIDEST ANNUALS RETAIL N TIO DISTRIBU

We have over

2,500 additional Annuals FSDUs

in the market each year, compared to any other publisher .

POS

EYE-CATC HING

Little Brother Books are proud to partner with many leading brands and major retailers to deliver

s... w e n g n Exciti

best-in-class partnerships with high brand visibility. * Based on Nielsen and non Nielsen retail sales.

Little Brother Books Ltd, Ground Floor, 23 Southernhay East, Exeter, Devon EX1 1QL

+44 (0)1392 982082

books@littlebrotherbooks.co.uk

New formats, ds ranges and bran for 2022. e to Watch this spac be see where we’ll No.1 next!

www.littlebrotherbooks.co.uk

Hot Properties

Peter Rabbit Penguin Random House Children’s Penguin Random House Children’s has unveiled a brand refresh for Peter Rabbit, with a new world-building identity that it says places Peter front and centre of the world created by Beatrix Potter almost 120 years ago. The progressive brand identity has been rolled out across social channels and digital platforms, and will appear on publishing and licensed product packaging from autumn this year in the UK. The global launch will begin in parallel with the 120th birthday celebrations next year.

The World of Peter Rabbit is managed by the Owned Brands Team within Penguin Random House Children’s, which is responsible for initiating and managing the brand refresh.

Izzy Richardson, global owned brands director at Penguin Random House Children’s, said: “We’ve seen the Peter Rabbit brand evolve through various creative iterations and touchpoints over the course of its 120-year history, and ahead of the birthday milestone it was important for us to refine and refresh the brand identity, to continue to futureproof the brand for a new generation. The result is a subtle and contemporary refresh of our ‘running rabbit’ logo complemented by a new design system that can be used across marketing and promotional touchpoints for the brand.”

Design agency CreateFuture drew on early source material to ensure the updated assets continued to reflect the legacy of the brand. The refreshed logo showcases the iconic Peter Rabbit pose, which has been reinterpreted by internationally recognised illustrator Chris Mitchell, and now incorporates the title font from the first edition of The Tale of Peter Rabbit as well as Beatrix Potter’s signature. These elements combined act as signifiers of the official and original Peter Rabbit brand.

The brand tool kit also includes a newly developed design system - Hop, Skip, Jump – consisting of three distinct treatments which can be used to target different audience demographics. Taking inspiration from Beatrix Potter’s animal and insect illustrations, a series of graphic trails has been created to add energy and narrative to static images.

‘Hop’ has a soft and muted colour palette, a gentle application for infant sector, whilst at the other end of the spectrum, ‘Jump’ uses primary colours on clean backgrounds for a high energy, contemporary application.

Masha and the Bear Animaccord Masha and the Bear has hit 100b views worldwide on YouTube. The property has also achieved over 1m years of watch time and accounts for 1,000 YouTube views per second, and in the last year the Masha and the Bear English YouTube channel has more than doubled its subscribers to more than 28m.

Masha leads other global rankings as well. From January to August 2021, the series has held onto its spot as the No. 1 show for pre-schoolers and No. 2 for children worldwide, according to a Parrot Analytics report. Moreover, Kidz Global, an international research agency specialising in global trends, yet again ranked Masha and the Bear top within its favourite kids' entertainment brands in its latest research from May 2021, where the show placed No. 3 among 0-6 year old kids in EMEA. With the support of a local marketing agency, Animaccord is this year organising a series of varied B2C activities. These will include special projects such as a cooperation with Away Resorts and competitions arranged through online media, supported by Animaccord’s key partners in the region such as Simba, Tonies, William Lamb and more, as well as influencers and retail campaigns.

The animated series enjoys broad media representation in the UK. Masha and the Bear is available on Netflix and YouTube and is also regularly broadcast on Tiny Pop and Cartoonito. The show ranks No. 3 amongst the most watched pre-school shows across the TV landscape in the region (June 2021). Additional new content keeps the brand fresh: the classical Season 5, produced in 4K (UHD) resolution, is coming to Tiny Pop soon and will become a free TV premiere within the UK. On the Consumer Products side, Animaccord managed to maintain its 2020 income at close to the pre-pandemic rate. The company saw 50% growth in H1 2021 in comparison with H1 2020, and expects these figures to increase further before year-end.

Masha and the Bear is launching its UK brand store this year. Created and operated by Star Editions, the store will offer consumers an exclusive range of print-on-demand merchandise, as well as products from existing licensees.

Animaccord has recently unveiled its timeline of new content which will run through to 2025, which, in addition to the production of the core show’s new seasons, includes longer-form content. Of particular note are the four stand-alone themed specials, produced in 4K with a 22-minute run time for the first time in studio’s history.

Hilda Silvergate Filled with bold adventures, stunning animation and the aspirational spirit that made the first series such an international hit, series two of Hilda has garnered a raft of critical plaudits this year, picking up two award wins at the 2021 Daytime Emmy Awards including the coveted Outstanding Children’s Animated Series and a hat-trick of award wins at the Annies.

Aimed at girls 7-11 years, series 1 and 2 of Hilda are available on Netflix and a 70-minute movie special is headed to the platform imminently, introducing fresh adventures for the fearless blue-haired heroine as she delves deeper into the vast magical wilderness of Trolberg.

A raft of licensing partnerships tap into the brand’s growing fanbase. Global toy partner Gund has a plush and accessories line targeting girls and teen fans, Spin Master has created a board game based on the show, and Hot Topic has released exclusive products in North America. Alongside the original comics that inspired the series, publisher Flying Eye Books has released three novelisations. In the UK, Forbidden Planet has expanded its own exclusive line of apparel, gifting and homewares due to popular demand.

Toy World 72

Helen Genia Consumer Products Licensing Leader You will hear me say time and time again that I am honoured to work in such an amazing industry.

Licensing is full of diversity and inspiration with limitless potential. I know of no other industry where you can wake up with an idea in the morning and turn it into reality by the afternoon.

I know I am biased, but the world of licensing is the best industry that anyone could hope to work in, with the most talented, entrepreneurial, and inspirational people.

I warmly welcome you to our Barbie Show & Tell for 2021 - and what an eventful year it has been. As the world starts to open back up, Barbie has been standing strong both in her own space and in others.

Standing for diversity and inclusiveness, and demonstrating purpose, Barbie has inspired joy in our consumers both young and old, with the passion for the brand going from strength to strength.

The team remains focused on delivering meaningful, complementary, beautiful products and experiences, from designing licensed bars of chocolate to reimagining kids’ make-up through the lens of Barbie’s world. We constantly strive to add value to the consumer journey while elevating our product range so it stands proudly apart in the marketplace.

Over the next couple of pages, you will see some highlights from the year so far and be able to peek into the future too.

Enjoy.

hion s a F #1 erty p o r Doll P D* YT

olls D l a t #1 To D* YT

oy T l a t #3 To erty Prop * YTD

NPD % 2 +2 YTD*

The Barbie brand has seen five years of year-on-year growth, with 2021 looking to be another recordbreaking period. The Consumer Products range is enjoying the same success, seeing double digit growth year to date. *NPD YTD to July 2021

Toy World 74

2-IN-1 SLEEP POD AND PLAY DEN

COOL CAMPERVAN SHAPE

POP-UP DREAM CAMPER TENT

INCLUDES 10 PIECE HEART LIGHTS

MY DREAMHOUSE DEN WITH LIGHTS

WHEN A GIRL PLAYS WITH BARBIE™ SHE IMAGINES EVERYTHING SHE CAN BECOME REVERSIBLE SEQUIN STEM WRAP

INTEGRATED MERMAID TAIL, TO FIT ANY BARBIE™ DOLL*

MERMAID SCOOTER

* BARBIE™ DOLL NOT INCLUDED

DELUXE TRI-SCOOTER

© 2021 Mattel.

INSTANTLY POPS UP

FULLY PRINTED ANTI-SLIP FOOTPLATE H 90cm

©2018 Mattel. All rights reserved.

AUTHENTIC MOULDED THOMAS FEATURES

cm

30

L1

W

60c

m

DELUXE POP-UP TENT

©2019 Marvel

TUNNEL AND PLAY DEN IN ONE

ENGINE RIDE-ON

©2021 Gullane (THOMAS) Limited. ©2021 HIT Entertainment Limited.

Barbie is on a mission to be the worlds #1 girl empowerment brand Barbie is the most diverse doll in the market. The brand offers over 200 varied looks within the fashion line across four body types: tall, original, curvy and petite. Barbie dolls also represent different physical disabilities and skin tones, including vitiligo, as well as a multitude of hair styles, hair textures and outfits.

Today, Barbie continues to be at the centre of pop culture, reflecting the times and inspiring conversation.

THE FUTURE OF PINK IS GREEN This year, Barbie introduced its first fashion doll line made from recycled ocean-bound plastic - Barbie Loves the Ocean.

The Barbie brand has gone through many makeovers in its 62 years, and now it’s time for one of its most impactful yet. To illustrate the brand’s commitment to expanding its platform in a way that advocates for the environment, Barbie is modelling and promoting sustainable everyday behaviour with a new line of dolls whose bodies are made from 90% recycled ocean-bound plastic parts. The dolls offer exactly the same quality of play parents have come to expect from Barbie.

The Barbie Loves the Ocean line is one of many launches supporting Mattel’s corporate goal to use 100% recycled, recyclable or bio-based plastics materials in both its products and packaging by 2030. Other efforts include the recently launched Mattel PlayBack, a toy takeback programme designed to recover and reuse materials from old Mattel toys for use in future Mattel products.

A DOLL CAN HELP CHANGE THE WORLD A new brand campaign brings to life how the benefits of doll play can help positively impact the world, based on the findings of a recent neuroscience study conducted by a team of researchers from Cardiff University, in collaboration with Barbie.

“As the No.1 toy property in the world, with a 62-year legacy, Barbie’s brand purpose has always been to inspire the limitless potential in the next generation of leaders,” says Lisa McKnight, senior vice president and global head of Barbie and Dolls, Mattel. “The research conducted by the team at Cardiff University suggests that when kids tap into their endless imaginations through doll play, they are able to build empathy, which we know has a lasting impact on how they approach the world around them.

By showing the real storylines kids play out at home in the brand’s latest campaign, we hope to remind parents and caregivers that the simple act of playing with dolls has tangible developmental benefits.”

The peer-reviewed study, published in October 2020, used neuroimaging to show that playing with dolls like Barbie allows children to develop empathy and social processing skills, which are key determinants in kids’ future emotional, academic, and social success.

BARBIE: BIG CITY, BIG DREAMS Barbie has been inspiring, empowering and entertaining kids for decades.

With 36 television specials, and countless episodic and YouTube series behind her, we’ve seen Barbie evolve from a fashion doll to a cultural icon and, in recent years, emerge as a relatable character and role model, sharing her own story and unique perspective with the world.

Now, Barbie is headed for the bright lights of Broadway. The new musical adventure Barbie: Big City, Big Dreams follows Barbie Roberts as she says goodbye to the familiar beaches of Malibu and says hello to the hustle and bustle of NYC at a performance school. Upon arrival, she meets a fellow student also named Barbie Roberts. That’s right, Barbie meets Barbie, and while they have much more in common than just their names – like their shared dream of making it on Broadway – the two girls really bond over their complementary differences.

The new movie rolled out in cinemas nationwide this summer and airs on Pop from October. The musical also benefits from a new doll range from Mattel and the Barbie Rock Star Guitar from Just Play, which includes built-in music and a microphone so kids can sing along to their favourite songs with Barbie. The guitar’s colourful design features a pink body and complementary silver and neon colours, while the crossbody strap makes it perfect for young touring rockstars to take on the road.

Toy World 76

let's talk about...

ROLE-PLAY AND ARTS & CRAFTS

ADULT FASHION Barbie has served as a model and muse to the most world-renowned names in fashion and the arts, becoming the ultimate canvas for their creativity.

Fashion has always been the cornerstone of Barbie, and this year Barbie has reached new heights with stellar fashion partners across a range of categories from the kids’ and adult apparel market spanning the retailer landscape.

Adult fashion remains vital for our Barbie fans, with exciting new ranges coming from Skinny Dip, Primark, Vanilla Underground, Tesco and Asda. The brand is also debuting new partners Boohoo and Asos.

KIDS FASHION Barbie kids’ apparel is retaking its rightful place on shelves from grocers to high-end retailers, with stunning new collections from Very, Primark, New Look, Claire’s, Vanilla Underground, Character. com, Amazon, Asda, Sainsburys and high-end brand Tutu Du Monde.

Our partnership with fashion-forward retailer River Island, which commenced back in 2019, kick-started the fashion-led resurgence of our Kids business, bringing new customers to River Island and new partners and retailers to the brand. In 2021, we see our partnership with River Island bolstered with our most progressive collection yet.

The world of fashion extends beyond apparel and accessories with fashion-inspired hardline partners, enabling fans to immerse themselves in the world of Barbie and to imagine the possibilities offered by Barbie in their own way, via creative play.

Every Barbie fan wants their own Camper Van. 8th Wonder makes this dream come true with its full-size wooden Camper Van, allowing kids to join Barbie on her Dreamhouse camping adventures. Also available are the You Can Be a Fashion Designer Arts & Crafts range from Bladez, a child and skin-friendly make-up collection from Mondo, fashion and craft play sets from Sambro, and a colour transformation range from RMS which ties into the Barbie Colour Reveal range extension.

In addition, we value our longstanding partnership with Just Play, which continues to be the stalwart of the licensed product ranges with fashion-forward Barbie Styling Heads, whilst Theo Klein continues it's success with the perennial Barbie Vanity Table.

C

M

Y

CM

MY

CY

SPOTLIGHT ON… ZARA Barbie has launched a brand-new clothing collection with the international fashion company Zara, marking it the first time the two iconic brands have come together on a complete bespoke collaboration that incorporates apparel, dolls, and digital marketing elements.

The consumer products partnership, which has rolled out globally online and in-store, comprises an 8-piece female activewear collection including a hoodie, jogging trousers, long sleeve tops, t-shirts, shorts and swimwear, together with two retail dolls wearing clothing from the collection, which sold out in under two hours.

Lisa Weger, head of Consumer Products Europe, said: “Barbie’s newest collaboration with Zara reflects the latest spring trends in great style, and perfectly ties in with the power of the Barbie brand.

We’re excited to see it come together in a strong and accessible collection that will attract Barbie and Zara fans around the world.”

Toy World 78

CMY

K

8th Wonder

Sambro

01942 829 811 | www.8thwonder.co.uk

0845 873 9380 www.sambro.com sales@sambro.com

8th Wonder is delighted to be working with Mattel on new ranges for Barbie. Bringing its many years’ experience in making wooden and plush toys, and combining that with the fun and adventure offered by the Barbie brand, the company has developed a selection of engaging new pieces that will soon hit stores. All 8th Wonder’s new lines are designed to be interactive and include places for the child’s Barbie doll to sit or stand, ensuring children can bring the world of Barbie into play.

The Barbie Campervan is packed with features. Standing at approximately 95cm high and 115cm wide, it offers two-sided play for fun inside and out. The chunky wooden steering wheel, chalkboard satnav and gearstick let kids map and ‘drive’ to their destination before they put their cooking skills to the test with the interactive electronic hob, microwave and play oven, the latter of which features an opening door and clicker dials. Plenty of accessories are included to enhance the campervan’s play potential and bring the role-play aspect to life, including a picnic blanket, a wooden pretend campfire, pots and pans, play food and much more. A portable Barbie-sized chair, which can be moved around the campervan, is also included. The campervan also comes with a beauty vanity feature complete with hairdryer so kids can practise their makeup and hairstyling skills.

Also launching is My Barbie Dream Box, a stunning vanity with a carry handle and chunky wooden legs which fold underneath to allow for easy transportation. Three removeable boxes provide storage for jewellery and makeup items. Like the Campervan, a Barbie-sized wooden chair will be included, alongside a keyring with pompom and pendant which can be attached to the vanity set.

After a long day of play, kids can relax into 8th Wonder’s child-sized Barbie Plush Chair which comes with a mermaid-tail holder for Barbie too. For budding artists, the Rotating Floor Standing Wooden Easel features a whiteboard side and a chalkboard side. Chalk comes included along with Barbie dress-up magnets, an eraser, paint pots and fabric storage compartments.

Arriving just in time for the winter months, the company’s warm and snuggly Barbie Cuddly Cushion has a removeable heat bag which can be warmed in the microwave by a parent or guardian. Kids can snuggle with Barbie thanks to the included doll-sized pocket.

All 8th Wonder products are made from responsibility sourced materials and its wooden toys are certified by the FSC.

Sambro’s partnership with Mattel continues into 2022 with the expansion of its Barbie fashion craft range. The standout hero line continues to be the Fashion Sew and Style Machine, which was updated for 2021. The sewing machine comes with Barbie fabric and fashion patterns as well as a Barbie doll, while a set without the doll is available too. To complement the Fashion Sew and Style Machine, the range also includes a Crafting Wardrobe, allowing kids to show off their creative flair. The Wardrobe comes with five project patterns and all the materials kids need to sew for themselves and Barbie, plus a wardrobe ideal for keeping Barbie's outfits runway-ready.

The Barbie Tie Dye Creator is perfect for creating on-trend tie-dye creations for fans and their Barbies alike, while Sambro’s range also includes the Fashion Plate Designer, Ultimate Jewellery Creation Kit and Fashion Print Studio, everything kids need to create their own amazing designs. Retailers should look out for further new additions to this category, which Sambro will be unveiling in autumn/winter 2022.

Next year will see further development of the Barbie Puzzle Palz range. Puzzle Palz are character-based erasers that can be broken apart and rebuilt as part of the play pattern. This Sambro IP already spans multiple franchise and character options and has sold over 30m pieces worldwide.

The Sambro team will also be expanding the company’s Barbie Activity Stationery and Back to School ranges in 2022, while new Pamper & Cosmetics and Food Play ranges will roll-out later in the year.

MV Sports 01217 488 000 www.mvsports.co.uk MV Sports has refreshed its Barbie range of wheeled toys by introducing bright and bold new colours, eyecatching character graphics, and inspirational slogans across scooters, bikes, tents, skates and much more.

Suitable from three years of age, the Barbie Pop-up Camper Van Tent is a perfect option for children starting to explore imaginative play and discover their independent side. Decorated with character graphics, the Pop-up Camper Van Tent is a realistic camper van shape and offers total immersion in play. Its closed top, integrated floor, and durable UV and water-resistant polyester and PVC materials mean play can continue come rain or shine, inside or outside. The tent is also easy to assemble; its one-piece design means all kids have to do is unfold it and watch as it pops up by itself.

The Barbie Dream Den invites kids to climb inside their very own Barbie Dreamhouse. Suitable from three years of age, this den helps children create their own imaginary worlds. Replete with character graphics, the Dream Den comes with an inflatable mattress which quickly and easily slips inside the base to create a comfortable bed. Heart shaped fairy lights make drifting off that little bit easier. Like the Barbie Pop-up Camper Van Tent, the Barbie Dream Den is easy to assemble; the one-piece design is shaped by inserting pre-fixed elastic snap-action poles through the readymade channels. The mattress can be inflated with either a foot pump or electric pump (not included).

Both the Dream Den and Camper Van Tent fold down to a compact size for easy storage and come with a carry bag ideal for transporting to sleepovers or on holidays.

The Barbie Mermaid Fixed Inline Scooter transforms any Barbie doll into a sparkly mermaid, complete with an integrated fin and a stunning reversible sequin stem wrap that lets kids take her on their travels. The Barbie Mermaid Fixed Inline Scooter comes with glitter wheels and glitter grips, whilst riders can stay safe thanks to the glittery anti-slip deck and rear brake.

Toy World 80

E R O M H C ... MU . . .

P U E K THAN MA LIP GLOSS

DEVELOPED ACCORDING TO CLEAN BEAUTY STANDARDS

EYESHADOW

BARBIE™ DOLL

ROLE PLAY

ACCESSORIES

DISCOVER THE FULL LINE

©2021 Mattel

Mondo S.p.A.

P.le Edomondo Stroppiana, 1 12051 Alba (CN) Fraz. Gallo ITALIA Tel. +39 0173 23 21 11 e-mail: marketingtoys@mondotita.com www.mondotoys.com

UK Distributor Bladez Toyz Ltd

Technopole, Kingston Crescent Portsmouth, PO2 8FA, UK Tel. +44(0)2392 658 259 e-mail: jess@bladeztoyz.co.uk www.bladeztoyz.com

Bladez Toyz 02392 658 255 | www.bladeztoyz.co.uk Bladez Toyz continues to grow its Barbie range with new no-mess, fun to make, on-trend arts and activities sets that combine traditional materials with a fresh approach to the category. The DIY Dreamhouse comes flat-packed and is made from durable, recyclable board, just like the original Barbie Dreamhouse launched in 1962. This easy and quick to build set allows children to use their imagination as they design the interior of Barbie’s iconic home using re-positionable stickers. The customisation options are endless. The assembled Dreamhouse stands an impressive 70cm in height, with furniture that can be assembled in different ways: by day, Barbie can entertain friends around the dining room table, while by night, reversing the tabletop reveals turntables and a mixer.

With a focus on more open-ended play instead of step-by-step, the Bumper Activity Set is designed to inspire creativity. The set includes 300 pieces of craft materials in novel colour-in packaging basewwd on Barbie’s iconic Dream Camper. The felt tip pens, coloured pencils and two ink stampers offer Barbie fans plenty of scope for creativity and are accompanied by two card Barbies with ‘paper doll’ style card outfits to colour and style, branded washi-tape, pipe cleaners, pom poms, sparkly gems, sticker rolls, foil stickers and a Dreamhouse themed sticker book. Kids can display their finished creations on a cardboard catwalk made from the packaging insert.

Both the Make Your Own Dreamhouse and the Bumper Activity Set join the existing Bladez Toyz range of Barbie arts and activities sets, which includes classic items given a Barbie make-over. Barbie Make Your Own Dreamcatcher, Barbie Make Your Own Fairy Lanterns, Barbie Origami Fashion Studio and Barbie Maker Kitz colour-in Super Camper are available to order now on both FOB and domestic programmes. In Q1 2022, these will be joined by Barbie Make Your Own Bath Fizzers kits and a range of re-invented science kits developed with the Barbie brand’s fun and inspiration at the forefront.

Sinco Toys 07793121778 | Daniel@singletontrading.com

Mondo Toys (39) 173 23 21 11 | www.mondotoys.com Mondo is launching a new Barbie product range within the role-play make-up category. The make-up products, developed by the Italian company in co-operation with Mattel, offer extra playability as they double as accessories for the dolls as well as for the consumer, with all items in the range benefiting from bespoke tooling. The cosmetic compounds are produced in Italy using a ‘Clean Beauty’ philosophy which adheres to established vegan and ethical principles. The initial launch for autumn/winter will include five SKUs covering a range of price points. Entry level options include a Barbie backpack filled with eyeshadow and a Cat Bag lipstick, whilst more premium offerings come in the form of a Barbie Ice-cream shop complete with ice-cream lip glosses, a blusher and compact eyeshadows. Mondo is planning on further building out its Barbie make-up range in 2022, with more quirky and unique designs in the creative pipeline.

The Mondo range is distributed in the UK by Bladez Toyz.

Contact 02392 658 255 or visit www.bladeztoyz.co.uk for more information.

Sinco has been working closely with Mattel on a line of products for teen/tween Barbie fans. The range combines technology, fashion and trend-led items that not only touch on the core elements of doll play but also reflect the day-to-day lives of aspiring Barbie girls.

The line is ready to go and has already been listed by several retailers, with more products to come. From charms and selfie lights with mirrors to the Girl Power Positivity Box, there are many diverse items available which offer something for everyone.

The Barbie BFF Keychain is perfect for kids to share with their best friend. The two parts join together to show how strong the friendship is. This item will catch consumers’ eyes on-shelf as it shimmers and shines.

The Barbie Selfie Light with Mirror allows users to take the best selfies, anywhere and anytime. The product includes a mirror, one hair comb, a keyring with silicone emblem, and a glitter and sequin clear pouch. Sinco’s Barbie You Can Be Anything wireless Headphones immerse kids in the world of dance, movies and music with outstanding sound quality.

Barbie fans and their besties can now celebrate the power of positivity with the Barbie Girl Power Positivity Box. Perfect for one or multiple kids, the box’s phrases empower, embolden and reinforce the fact kids can be anything they want to be. The set contains multiple surprises and delivers a fun unboxing experience.

The range also includes several other items including Flasheeze, charms and other developments due to be released over the next 12-18 months.

Toy World 82

Licensing World Las Vegas set to welcome back Licensing Expo in May Licensing Expo, produced in partnership with industry trade association Licensing International, has announced that it will return to Mandalay Bay in Las Vegas in 2022, from 24th -26th May. The in-person experience will deliver three days of face-to-face networking, supported by a robust online offering to enhance the attendee and exhibitor experience following the successful Licensing Expo Virtual, which ended last week. The virtual event saw more than 6,000 meetings take place over three days.

“For more than 40 years, Licensing Expo has served as the gathering place for the global licensing community to network, ink deals, and celebrate,” said Anna Knight, vice president, Licensing, Informa Markets, organiser of the event. “We are utterly thrilled to share that we are returning to Las Vegas in-person in 2022, bringing with us a new-age format that encompasses the best of in-person connections enhanced by the best that digital has to offer.”

Fuelling industry engagement and discovery, the event will serve as a cross-category preview of what intellectual properties and emergent trends will shape new consumer behaviours and influence pop culture headlines across the globe.

Anna continued: “For many of our exhibitors and attendees alike, this event is where new business connections are made or renewed. It’s incredibly powerful to explore the vibrant Expo floor and discover your next partnership, or experience the up-and-coming products that will line retail shelves and shape consumer behaviours in the coming years.”

“Licensing is so tactile – this community wants to feel and experience an IP during business meetings, and Licensing Expo provides a platform to do just that,” added Maura Regan, president of Licensing International. “We hope to see many returning faces and look forward to welcoming newcomers in Las Vegas in a few short months, so we can share the renewed industry-building excitement and ample opportunity that Expo provides.”

The theme of Licensing Expo 2022 will be ‘Location-Based Experience’, following the prolonged absence of live event. The organisers said that the 2022 theme ‘complements the changing way in which consumers engage with brands.’

As fans increasingly demand ways to demonstrate brand affinity, the drive to fully immerse into a favourite licensed property becomes the ultimate goal.

Whether it’s a Stranger Things-themed drive-in experience, a Peppa Pig theme park land, a SpongeBob SquarePants hotel, or a Smiley art walk, a new generation of locationbased experiences are popping up around the world, enabling consumers to show up, share and engage. With a significant number of experiential licensing deals currently in development, Licensing Expo expects to see considerable growth in the entertainment space, with increasing opportunities for the retail, arts, sports, and travel/tourism industries, to name just a few.

Interactive features that will incorporate the 2022 theme include at least three show floor activations, the must-attend opening night party, designated business lounges featuring up to 1,200-sq-ft of space, onsite immersive cafes and much more.

Retailers, manufacturers, and brand owners interested in partaking in the 2022 event are invited to save the date at www.LicensingExpo.com to reconnect with the licensing community in-person and online in May.

Full-Size Corgi Aston Martin DB5 created to celebrate latest Bond film Marking one month to go until the cinema release of No Time To Die, a life-sized Aston Martin DB5 Continuation Goldfinger Edition car, complete with working gadgets, was put on public display at Battersea Power Station in South West London, presented in a giant Corgi box.

James Bond’s famous DB5 is just one of four Aston Martins featured in the upcoming movie.

Corgi first produced a model of the DB5 as featured in 1964’s Goldfinger, which retailed at 50p, and has produced replicas of most James Bond vehicles ever since. The DB5, designated Corgi model number 261 and produced in gold instead of Aston Martin’s Silver Birch finish, was last reissued in 2014 to celebrate 50 years since Goldfinger hit the big screen.

The full-size boxed car was revealed outside Battersea Power Station on August 31st, at an event attended by Chris Corbould, a special effects technician best known for his work on 15 James Bond movies, and Aston Martin chief creative officer Marek Reichman.

The DB5 Continuation is a newly-built, fully-functioning vehicle, taking 4,500 hours to complete and featuring a real bulletproof screen rising from the trunk, rotating licence plates, realistic front-facing machine guns, a smoke screen, navigation system and even a roof panel that can be removed to simulate the original’s ejector seat. Although not road legal and priced at over £2m plus taxes, all 25 of the limited-edition models built by Aston Martin have been sold.

The vehicle remained on display until the release of the movie, which has been subject to a host of pandemic related postponements.

Toy World 85

Special Feature

Octonauts

Going above with and beyond

Octonauts Silvergate’s Octonauts: Above & Beyond arrived on Netflix on 7th September, introducing audiences to new characters, new vehicles and new environments as the intrepid crew takes its adventures onto land for the first time ever. A week after the release, Toy World spoke to Lisa Macdonald, senior vice president CP and TV Sales, North America, EMEA, Aus/NZ, Silvergate Media, and Joe Smith, senior director of Global Marketing, Licensed Brands, Moose Toys, about the property’s new direction and what it offers its master toy partner in terms of development potential.

To date, how would Silvergate summarise the performance of the Octonauts property?

Lisa: Octonauts is a globally successful pre-school IP which benefits from a very well established international fanbase. We know that this audience is still growing, and our social media channels show us that the appetite for new Octonauts content, as well as toys, remains high.

Over the last 12 months, we’ve created and released three Netflix original Octonauts movies, which have been well-received and have answered the call for new content.

Octonauts: Above & Beyond has also answered that call, and it’s looking like it’s struck a major chord with audiences so far. The early numbers for Octonauts: Above & Beyond are encouraging; currently it’s in the Top 3 in the UK and USA, and in the Top 2 in Australia, and has been since launch last week. There’s always an element of luck when introducing a new property – what else is hitting screens at the same time, what audiences are into at that moment – but we’ve worked closely with Netflix to promote the launch, and with the demand we know is there for new Octonauts content, Above & Beyond is off to a great start.

How does the new series build on the success of Octonauts?

Lisa: Above & Beyond enlarges the reach of the Octonauts, as we’re officially taking their mission onto land to the first time. I must give a well-deserved shout-out to our production team, which has done a fantastic job of introducing new narratives, locations, characters and vehicles that reflect the land-based focused of the new series.

The new series remains true to the original Octonauts values: superb storytelling, educational narratives and compelling characters that cross cultural divides. This combination has always been a winning one amongst kids and their parents.

Water remains important to the Octonauts, even when they move onto land; the first episode focuses on the impact of droughts, and how elephants find water using their trunks. The series welcomes a new character, Paani, a hydrologist. He’s not quite as maverick as Kwazii or as level-headed as Barnacles, and he really stands out. Dashi, meanwhile, one of the existing crew members, has been given a larger leadership role.

It will also become evident when Moose’s master toy range launches that the new master toy range combines both old and new Octonauts

Toy World 86

elements. Our previous four seasons still drive a massive viewership in the UK on CBeebies, Netflix, YouTube and other SVOD platforms. We’ve said all along that Above & Beyond is an evolution, not a revolution. We wanted to gently move the themes and storylines along whilst remaining respectful to what our fans know and love, and what has made Octonauts such a success so far.

You’ve talked about new characters and character development, but what can audiences expect to see in terms of new vehicles?

Lisa: We’re using Above & Beyond to reinvigorate our global licensing programme. The new landbased missions introduce fresh play patterns that offer exciting opportunities for toy development, which Moose will maximise upon. Vehicles will form the backbone of the Octonauts toy range.

Stand-out among these will be the new Octonauts mobile HQ, the Octoray – it’s an amazing vehicle and I can’t wait to see it come to life as a toy – which will be supported by a new land-based fleet of vehicles called Terra Gups. The Terra Gups can climb mountains, dig tunnels, sail over sand dunes, navigate dense jungles and much more, so there’s a real variety of play patterns on offer, all of which sit

nicely alongside the core underwater suite of Gups seen throughout the first four seasons.

What sets Octonauts apart from other animated pre-school properties?

Lisa: Fantastic storytelling and adventure are central to Octonauts’ DNA, and its compelling characters draw children in even more deeply. But because it’s set against a real-world backdrop, with real animals and environments bolstered by real science, there’s an educational narrative to each episode. This, to me, is where the magic happens.

Kids love watching and acting out the storylines, and parents are happy in the knowledge that their children are being both entertained and educated about the natural world. Children know when they’re being hit over the head with something that’s supposed to be good for them, but they

tend to love learning about animals. As a learning theme, animals are integral to the world around us, and they always inspire curiosity.

I’d also say that a decade on from when the property first launched, there are many more conversations taking place regarding the natural world and its inhabitants - so Octonauts content is more topical and relevant than it has ever been.

Moose Toys will be master toy partner from 2022 – why was Moose keen to on-board with this property?

Joe: Octonauts has high-octane action, fun characters and stunning creative. It’s a truly global brand with strong international appeal, our markets can’t wait to bring the toys to shelf. With our ongoing strength in pre-school, via Bluey and

Toy World 87

Kindi Kids, Octonauts is an excellent strategic addition to our growing portfolio.

Which elements of Octonauts Above & Beyond is Moose most excited about when looking at toy development?

Joe: Where do I begin? The whole world of Octonauts wants to be a toy. There are iconic characters, a fleet of cool Gup vehicles and unique play patterns to enjoy. The new mobile headquarters, the Octoray, will stand out on-shelf.

Safe to say, our development pipeline is full for years to come.

Where and when can the trade view the moose toys master toy range?

Joe: We look forward to unveiling the entire Octonauts 2022 range early next year.

Look Spooktacular this Halloween with our fantastic range of

©Amscan 2021, ©Anagram 2021. All Rights Reserved.

Warner Bros. Children’s costumes, available to order online now!

Bring the party to life with Amscan’s collection of some of the world’s most loved and in demand licenses.

Our ranges of party products, balloons and costumes create great excitement for all ages!

Special Feature

Both sides now

HTI

In March, HTI announced that licensing stalwart Richard Hollis would be taking over the role of licensing manager from Michelle Dalziel, shifting his extensive experience as a licensor, with companies including the BBC and DreamWorks, to the other side of the fence – that of a licensee. Having allowed him to get his feet under the table, Toy World sat down with Richard to find out how the move has been, and how HTI’s licensing strategy continues to evolve with him at the helm.

A

s shown by the most recent NPD figures, the licensing sector is growing nearly three times as fast as the overall toy market. Classic brands have performed strongly throughout lockdown thanks to an increased numbers of kids watching their favourite shows at home, and as HTI boasts a number of these classics within its portfolio, that strong performance has trickled down. Licensed role-play toys, which form a large proportion of HTI’s toy range, have also been in demand, further driving sales. Considering there was so much uncertainty mid-pandemic about the impact of Covid-19 on the licensing sector, primarily due to its effect on movie release dates and screening options, it’s nice to see that those with a strong presence in preschool licensing are having such a good year.

Before joining HTI, Richard had spent the entirety of his career as a licensor. His move to HTI now sees him on the other side of the table, something he says is fascinating. “You certainly view contractual terms from a different perspective,” he adds, when asked if he now sees things in a different light. “It’s often the same old clauses that get haggled over in licensing agreements. Having spent years arguing one side of the case, I’m now starting to see – and sympathise with – the other side. I’ve long thought that licensing will only work if there’s a proper partnership in place, with each side understanding the needs of the other, and this is perhaps truer now than it’s ever been. You get licensors who fail to appreciate how fast-moving and time critical product development is, something you certainly see much more of on the manufacturing side, and it’s important for them to understand that licensees need room to develop and evolve their ranges. You don’t just want a single product – you want to be able to take it somewhere over the years and build up a range around that licence. Narrow categories and double licensing

can really hamper brand development.”

Richard’s experience as a licensor means he’s perfectly placed to guide conversations between parties, while lending his knowledge to his new team means they, too, can benefit from a different perspective. After all, he notes, sometimes all that’s standing in the way of a solution is a simple explanation that his prior roles enable him to offer. HTI’s focus is on working closely with selected licensors to form strong relationships, a strategy Richard references multiple times during our interview. Two-way trust is clearly important to both him and the wider team, and results in partnerships that can be carried from brand to brand, and category to category, while licensors are selected based upon how well they complement HTI’s product focuses.

HTI prides itself on its bespoke product ranges; Richard tells me the company isn’t interested in ‘label slapping’ existing products, an approach that really doesn’t help either party in the agreement. Instead, HTI seeks solutions that meet the core play patterns and themes offered by a particular licence, in categories where it has tangible expertise. The company also works closely with the master toy partners to offer products that will complement those from other companies, a generous and altruistic way of working that, like its bespoke tooling, provides benefits for consumers, suppliers, and licensors alike.

“Role-play is a major category for us, with prams and pushchairs among our leading products,” Richard explains. “We dominate in this space and offer marketleading licences including Chicco, Mamas & Papas, and Joie. It’s a different sort of licensing to what I am used to, but, away from characters, it forms the other half of our licensing portfolio. We’re now looking at how we can introduce more lifestyle brands to this area.

HTI wants to become the go-to supplier for the whole

Toy World 90

role-play category. We’re also exploring and developing every aspect of the category, from plastic to wooden toys, large outdoor kitchens and shops to smaller sets and cases, big-ticket gifting items to pocketmoney and impulse lines. As an expert developer and manufacturer, we want to cover the whole spectrum of role-play toys.”

HTI is also a category leader in licensed vehicles, thanks to its 22-year strong licensing partnership with the world-renowned digger brand JCB, and recently on shored the manufacturing of its Bubblz range, which includes licensed bubbles for Peppa, Hey Duggee and Paw Patrol. The company used to have a much broader variety of licences in its portfolio than it does now, having decided to concentrate its efforts on strong, classic brands going forward. HTI’s approach – trimming back its selection of properties and brands while at the same time pushing each one out into new categories – has resulted in a streamlined but exciting portfolio that offers retailers and licensors a clearer choice of product. Richard says that when he was a licensor at the BBC, he found the sheer breadth of HTI’s product range sometimes made it difficult to identify the optimum solutions. This has completely changed now though; the company is laser-focused on the areas where its expertise can shine through, making it a far more logical choice of toy partner than it arguably used to be.

Retailers, meanwhile, can be assured that HTI’s toys suit each licence down to the ground, and that, being a privately owned family business, the company can act quickly on emerging trends. HTI supplies a variety of retailers, from indies to multiples and grocers, plus everything in-between, with regular new launches supported by strong marketing across social media, influencers and gifting, and product video. This is where Lucy Warren, licensing and marketing executive,

comes in. Lucy moved from the marketing side into the licensing side of the business back in April after three years with the company, with Richard as her mentor, meaning she too has an expanded view of the space and HTI’s place within it. As things move forward, she’ll be a key contact for the licensing industry within HTI. I was keen to find out more about what HTI looks for in a property – and, to a wider extent, in licensors - when considering new deals and partnerships. I put this question to Richard, who replied: “For HTI, properties have to fit into one of our core categories.

One of the pitfalls of licensing is people thinking a successful TV show or movie will automatically translate into any product; that slapping a picture of Peppa Pig on something guarantees it’ll sell. We all know that’s not the case. There’s got to be a synergy between the appeal of the property and the appeal of the product. We’ve had great success in this regard; JCB is ideal for our construction range, our nursery brands are ideal for our prams and pushchairs, and Peppa, Paw Patrol and Hey Duggee have translated well into roleplay lines.”

Richard continues: “We’re also looking for brands with an

understanding of childrens’ lifestyles. When you’re considering new properties, you can somewhat cynically spot if they’ve been designed by an adult with little thought for child appeal. We want creatives and licences that reflect what kids want and understand their development. We’re also seeking long-term brand support across a range of platforms, not just linear TV, from licensors keen to forge strong relationships based on trust, innovation and creativity. Every licensor has a different style or feel, and sometimes that can change within a licence; for example, if a small production company is bought by a big corporate entity and the approach to the licence shifts. The challenge and opportunity on our side lies within understanding and working with licensors in the way they want to be worked with, while also remaining mindful of what HTI needs. From time to time, you come across licensors who are slow to produce contracts or grant approvals, but if you’re aware then you can factor this in. Licensors with multiple contacts can pose some difficulty – a single contact is always easiest - while on the flipside there are some very small licensors that are a little too involved, ones that want to dot every I and cross every T. HTI works mainly with big entertainment licensors – BBC, Hasbro, Nickelodeon – but corporate brands such as JCB, for example, require a different approach. Their top priority is protection of their core business and so licensing needs to complement and enhance their brand. A lot of the success of these relationships rests on making sure they work for everyone.”

Like many other companies, HTI is witnessing the perfect storm created by container shortages, retail caution and staffing/driver issues. Richard says the company is nonetheless weathering them well, maintaining stock availability and customer service, and trading well internationally too thanks to its presence in other markets. The on-shoring of the Bubblz manufacturing, which was completed in Q1, was a timely

Toy World 91

decision, and HTI may well look to do the same with other manufacturing in the years to come. Richard feels it’s important to challenge the status quo when conditions change, finding new ways of working around and reacting to hurdles as and when they appear. Retailers, he says, also have the opportunity to identify and support new licences, rather than depending solely on the ‘tried and testeds’ of old.

HTI is exploring new opportunities in licensing too, welcoming musical toys for Baby Shark to its line-up, while My Little Pony styling heads return to the mix in time for the launch of the new movie. These are great examples of what Richard has touched upon multiple times during this piece – toys that tie-into the core themes and play patterns of a licence. HTI has also taken over the My First JCB range from Golden Bear, bringing the entire JCB licence under one roof for the first time, and is actively looking for new lifestyle licences to ensure its licensing portfolio is kept contemporary and on-trend. Newcomers to the space are also reinvigorating the category and shaking things up; Richard thinks this year’s BLE will be a particularly interesting one, and that the halls will be alive with executives eager to sniff out fresh licensing blood.

Looking to 2022, HTI’s sights are set on building out its ranges, expanding into new areas, and strengthening its international growth. Currently around half its business is international; customers and licensors shouldn’t view the company only as a UK partner. Own-brand lines Evo (scooters) and Teamsterz (die-cast) also continue to go from strength to strength across a number of retailers – and may themselves become licences in their own right.

“We’d argue that we’re the perfect licensing partner within our core categories,” he finishes.

“Licensors should definitely be talking to us, if they’re not already.”

Character Licensed Merchandise

Hasbro 0208 569 1234 | www.hasbro.co.uk Hasbro’s Disney Princess Ultimate Celebration Castle is a 4ft tall dollhouse, featuring fireworks which light up the upstairs windows as music plays.

The castle is set over three stories and six rooms, including a bathroom, bedroom, kitchen and dining room, and comes complete with 29 accessories including cutlery, teacups, teapot, plates, a comb, mirror and more. There’s also a sofa that converts to a garden swing for use outside the castle.

Kids can imagine the Disney Princess characters watching a spectacular firework show, and with its size, furniture, accessories, lights and music, the Disney Princess Ultimate Celebration Castle makes a great home for the Disney Princess doll collection. Dolls are not included and are sold separately. No tools are required for adults to assemble, though the Castle requires batteries.

From Hasbro’s Star Wars Collection, The Child Animatronic Edition toy has sounds and motorised sequences. Touching the top of The Child’s head activates over 25 sound and motion combinations, including happy and excited sounds, giggles, babbles, sighs and more, all while the toy’s head moves up and down, ears move back and forth, and eyes open and close. When laid down, The Child will also close its eyes and take a nap.

Lego 01753 495 000 |

www.lego.com.

Coming 25 years after the initial launch of the iconic Super Mario 64 video game, The Lego Group has launched the Super Mario 64 ? Block, a nostalgic new set which opens to reveal four different, but instantly recognisable, levels from the game.

The introduction of the ? Block is the latest build on the partnership between the Lego Group and Nintendo, which has seen the release of other sets in the popular Lego Super Mario product line.

Along with featuring the different levels from the game, the 2,064-piece ? Block set includes several microfigures of iconic characters such as Mario and Princess Peach. Fans can also add their Lego Mario or Lego Luigi figures for music and sounds from the video game, plus seek out the hidden Power Stars that reveal secret reactions from the figures. Hints for how to find the Power Stars can be found in the building Instructions.

The Lego Super Mario universe launched last year with a Starter Course featuring an interactive Lego Mario figure, which players can use to collect digital coins and enjoy instant responses via LED screens and a speaker. Earlier this year, the Lego Group launched the Lego Adventures with Luigi Starter Course to encourage social play as the two characters can now interact with one another and jointly collect even more coins.

The Lego Super Mario universe also includes Expansion Sets and PowerUp Packs, allowing builders to expand, rebuild and create unique levels in new interactive ways.

Another new release from Lego is the iconic Fender Stratocaster guitar, which has been meticulously reimagined in Lego bricks. The model, which is based on the 1970s Fender Stratocaster, includes the option to either build a red or black version of the iconic guitar.

The guitar features six strings, poseable tuning pegs and a tremolo arm, plus there’s also a folding display stand, and an accompanying foot pedal and amp. The amplifier’s back and top covers can be removed to show its inner speaker code, wiring and intricate details such as the tubes, speaker and motherboard.

Toy World 92

Quickrelease buckle

Bespoke shaped deck

Safety Helmet

Adjustable handlebar height

Deluxe Tri-Scooter

Easily converts from balance mode to pedal mode

Folding In-line Scooter

©2019 Marvel

My First 2-in-1 10” Training Bike

A Whole New World Of Wheeled Sales

Character Licensed Merchandise

Sambro International 0845 873 9380 | www.sambro.co.uk.

Sambro International has long established relationships with global entertainment businesses such as Nickelodeon, Disney, Hasbro and Mattel, as well as new partners such as Cosatto. The company also has a successful range of own branded product and IPs such as XOXO cosmetics and Puzzle Palz.

Launched initially in 2019, Sambro’s Barbie fashion craft range continues to excite new customers with popular lines such as the Sew & Style Machine, Fashion Plate Designer and Jewellery Craft Box. A Barbie activity stationery range will launch in 2022.

Following on from the success of Paw Patrol: The Movie, Sambro is continuing to invest in the franchise with new product planned for autumn/winter 2022 alongside further development in Baby Shark and Blues Clues & You from the Viacom stable.

Disney and Marvel continue to be evergreen franchises for Sambro with arts & craft and novelty products continuing to perform strongly across Disney Classics, Disney Princess and Mickey & Friends. Sambro’s Disney Plush range (with sound) will develop further in 2022 after strong sales in 2021 across Europe. New releases will include Peppa Pig arts & craft and outdoor inflatables products in 2022 as well as Peppa Pig plush in the Benelux region. Sambro is also continuing with its Care Bears Baby range, just in time for the franchise’s 40th anniversary.

Launching in AW22, Sambro will be teaming up with Cosatto on a range of infant play product to complement Cosatto’s core ranges.

Wilton Bradley 01626 835 400 | www.wiltonbradley.com Wilton Bradley’s partnership with Nadiya Hussain continues to go from strength to strength. Nadiya rose to fame after winning the Great British Bake Off in 2015 and since then has released both cookbooks and fictional books, presented several television programmes, published a memoir, and toured the UK with her Finding My Voice tour.

Nadiya’s partnership with Wilton Bradley resulted in the release of the Bake me a Story range, which comprises baking and cooking sets with smaller tools for smaller hands. These sets invite little ones to get creative with their cooking and baking skills, bringing the whole family into the kitchen to enjoy the experience. Each set contains a selection of easy-to-follow recipe cards, created

by Nadiya, featuring ideas for tasty creations the whole family can enjoy.

Since launching in 2020, the Bake Me a Story range has won a number of awards and commendations for both its role-play value and the strength of its licensing element. New kits will be introduced from 2022, inviting even more kids to get hands-on in the kitchen in new ways.

Wilton Bradley’s Xootz brand offers a range of premium officially licensed vehicles, from BMW to McLaren. Xootz was completely refreshed last year with a makeover centred around attitude and breaking boundaries. Working with the best factories available to create officially licensed products exclusive to Wilton Bradley in the UK, the Xootz mission is to inspire and encourage kids to get outdoors and have fun.

The Xootz BMW X5 M Electric Ride-On makes a powerful statement.

This officially licensed BMW vehicle features all the details of the full-scale powerhouse, from the kidney grille and sculpted bonnet (which hides two motors powered by a rechargeable 12V battery), to the unmistakeable working front lights and MP3 player with AUX input. Kids can practise their driving in this ultimate driving machine thanks to its 3-speed gearbox and reverse function, and if they are too young to take the wheel then the included remote control allows parents to oversee the fun.

Great for indoor or outdoor play, the Xootz BMW X5 M Electric Ride-On will make light work of carpet, garden terrain or smooth tarmac thanks to its 4-wheel independent suspension.

Toy World 94

Character Licensed Merchandise

Moose Toys 01637 882200 | www.moosetoys.com uko.tradeenquiries@moosetoys.com Following a successful launch of the master toy range in July, Moose Toys has brought together one of the hottest new licences of the year with its top performing home, outdoor and lifestyle ranges for all Bluey fans.

Bluey is fast becoming one of the biggest pre-school brands of the year, entering UK NPD as the Top New Toy Property for the month of July, and Moose has expanded its licensed range offering with a range of character merchandise at price points to suit all budgets.

From toddler beds and play tents to night lights and ReadyBeds, the additions to the range are sure to put smiles on the faces of Bluey and Bingo lovers. The licensed offering features a homewares range, consisting of two toddler beds, a table and chairs, sling bookcase and a handy storage unit for littles ones to tidy away their favourite Bluey toys, while the ever-popular Pop n Fun outdoor offering includes a Pop Up Tent, Wendy Tent and a stand-out Feature Tent so kids can climb into Bandit’s 4 Wheel Drive and act out scenes from the show.

There is also a range of night lights to help children feel safe and secure at bedtime, with GoGlow Pal and GoGlow Buddy. The GoGlow Buddy, which is available in both Bingo and Bluey designs, launched in Australia last year and has consistently been a Top 10 Bluey line. Adding to a great night’s sleep, Moose’s beloved ReadyBed range features a Junior ReadyBed with bright and colourful Bluey and Bingo design, which is perfect for sleepovers.

For Spring 2022, Moose Toys will also be launching its brand-new Outdoor Sports range exclusively to the UK market, featuring three fun and active outdoor games: Bowling, Basketball and Football.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Master’s Paw Patrol has become one of the most popular licensed brands for younger children, and new toys have been released to coincided with Paw Patrol: The Movie.

The new range features a collection of vehicles for pre-schoolers including Marshall’s Transforming City Fire Truck which features an extendable rescue ladder, massive water cannon, flashing lights and realistic sounds.

Spin Master also offers a selection of other play sets in the Paw Patrol collection. The Ultimate City Tower is a 91cm-tall play set which includes a transforming light-up rescue ramp and vehicle lift, while the Rescue Adventure City Set features three rescue scenes from Paw Patrol: The Movie, a rotating vehicle launcher and an exclusive 1:55 scale Marshall die-cast vehicle.

Popular choices from Spin Master’s licensed brand Monster Jam include the 1:64 and 1:24 vehicles. The Monster Jam Grave Digger Freestyle Force, a powerful and daring 1:15 scale remote control Monster Jam monster truck, can replicate over 12 stunts and perform front and back wheelies just like the Monster Jam Champions.

Also new to Spin Master’s roster for Autumn/Winter 21 are collectible dolls and play sets from the Harry Potter Wizarding World Brand. There are three sets available; the Charms, Potions and Care of Magical Creatures classrooms, and each comes with a minifigure and additional accessories. Children can also act out their own spellbinding adventures with the Wizarding World Magical Minis Hogwarts Castle.

The Batman brand offers great options for all ages including the remote-controlled Batman All-Terrain Batmobile, which is built with performance tyres to race through all-terrains including water, snow, mud, rock and grass.

Spin Master also offers a great selection of toys from Dragon Rescue Riders. With Plush Dragon Eggs, children can hatch their own soft and huggable dragon, while the Rescue Rider Dragon & Viking figure sets feature amazing details from the Netflix series and come to life with exciting sound effects and phrases from the show.

Toy World 96

Character Licensed Merchandise

OTL Technologies 0208 6752 299 | www.otltechnologies.com |

info@otltechnologies.com

OTL Technologies brings the world of licensed consumer electronics to life with its colourful and playful range of character licensed audio products. The company holds licences for many iconic brands, including Pokémon, L.O.L. Surprise!, Harry Potter, Nintendo’s Zelda and Animal Crossing, plus classic brands such as Peppa Pig, Hello Kitty and Batman, alongside favourites like Paw Patrol and PJ Masks.

OTL specialises in children’s headphones, offering a broad selection of styles and price points to suit all ages and retail environments. The company also creates ranges for older children and youngat-heart adults based on retro brands such as Sonic the Hedgehog and Super Mario.

The headphone range comprises Kids’ wired headphones that are sound-safe thanks to a maximum decibel limit of 85dB, Tween headphones in a variety of bold designs for children over eight years of age, Wireless headphones available in Junior and Tween styles, soft fleece Headbandstyle headphones with removable speakers, and Interactive headphones with adjustable sound settings for changing environments and a detachable omnidirectional boom mic for interactive chat.

A pioneering company, OTL is the first manufacturer to introduce character licensed gaming headphones to the rapidly growing gaming accessories market. The range is robust and chunky, and brings new cutting edge technology to OTL’s popular brands. The gaming headphones will be available in time for Christmas.

Also new to the catalogue for Q4 are TWS Earpods, wireless earbud-style earphones complete with a wireless charging case, providing ‘True Wireless Sound’. For a totally different sound experience, kids can enjoy the new 2-in-1 Karaoke Microphone with built-in wireless speaker. Perfect for parties or fun with friends, the microphone can be used with any Bluetooth enabled device, letting kids sing along to their favourite tunes or simply play music. There is also a record function for capturing entertaining music moments.

For 2022, OTL is pleased to be introducing new brands Rainbow High, My Little Pony, Transformers and Nerf.

Dreamtex 0844 499 8465 | www.dreamtexltd.com enquiries@dreamtexltd.com A highlight of Dreamtex’s character portfolio for 2021 is the imminent launch of a homewares collection for the global hit preschool series Bluey.

The Bluey range includes sustainable bedding, luxury fleece blankets and fun character shaped cushions. As part of its commitment to driving sustainability in licensing, Dreamtex has partnered with the Better Cotton Initiative programme for the first time, with the Bluey duvets being made from 100% BCI cotton. The launch design is called Family and focuses on character artwork of the lovable and adventurous Bluey, her sister Bingo and their mum and dad. Both the duvet and pillowcase are reversible.

Pre-school licensing brands such as Bing, Hey Duggee and PJ Masks are proving very popular with parents looking to theme their children’s bedrooms and Dreamtex offers a choice of striking and colourful bedding sets, blankets, towels and cushions. The innovative PJ Masks Hero Crew bedding set is a particular favourite as it can be flipped over to reveal a road map design that’s perfect for children to drive their favourite PJ Masks toys around. There are also duvet designs for In The Night Garden, Ben and Holly and The Gruffalo, plus this year has seen the launch of the super soft Gruffalo hooded bath towels which can also be used for trips to the beach or swimming pool.

To capitalise on the huge success of L.O.L. Surprise!, this year Dreamtex has released L.O.L. Pets Adorbs themed bedding and a glamourous duvet called Strike-a-Pose. A festive design titled Let It Glow is also arriving soon and will make an ideal Christmas gift for any L.O.L. lover. L.O.L. fleece blankets and towels are also available to inspire full L.O.L. Surprise! room makeovers.

Dreamtex has also recently announced it is working with Toikido on a licensed homewares collection for Among Us to include bedding, blankets, towels and cushions. The range will celebrate and reflect the style of the smash-hit spaceship survival game, featuring the 2D cartoon character graphics along with classic phrases and words from the game.

Other homewares include a host of anime brands such as Dragon Ball Z, My Hero Academia and Hatsune Miku, as well as bedding for BT21, Jurassic World and Hot Wheels.

Toy World 98

Character Licensed Merchandise

Disguise www.disguise.com |

info@disguise.com

Costume company Disguise offers a wide range of Ghostbusters outfits and role-play accessories, which perfectly reflect the characters, humour and action of the beloved franchise.

Arriving in autumn, just in time for Halloween, the latest additions to the company’s Ghostbusters Classic line invite kids and adults to become either a Ghostbuster or a spooky adversary. The inflatable Proton Pack with Wand is suitable for kids aged six and over and includes fully sublimated art to make it look exactly like it does in the movie. It also features adjustable straps with buckles and sliders and can be paired with any Ghostbusters jumpsuit to complete the full look. Being inflatable, the Proton Pack with Wand is also light and comfortable enough to wear for extended periods.

Disguise’s new Staypuft Inflatable Adult costume invites Ghostbusters fans to become one of the most infamous icons from the movie. This costume is a fully inflatable jumpsuit with a self-inflating fan and shoe covers, and is made of a white nylon material with a signature blue and white hat featuring Stay Puft lettering. A transparent vinyl window in the screen-printed eyes allows for easy vision, while the included pair of gloves adds to the Stay Puft Marshmallow Man realism.

Disguise has also welcomed an assortment of costumes and accessories based on the highly anticipated Ghostbusters Afterlife film, slated for release in November, to its range. The Ghostbusters Afterlife Movie Basic Costume is a jumpsuit with zipper and belt art detailing, made to look exactly like those worn by the main characters in the new movie.

Each Basic Costume also features a Ghostbusters logo on the sleeve. The Ghostbusters Afterlife Movie Classic Costume, meanwhile, offers the next level of Ghostbusters role-play fun. The khaki jumpsuit has a screen-printed Spengler nametag and Ghostbusters logo on the sleeve, plus sleeves and pant hems that can be rolled up to look exactly like they do in the movie.

The Classic Costume also includes a cool screen-printed inflatable proton pack with a wand. Grown up Ghostbusters can get in on the fun too; the Ghostbusters Afterlife Movie Classic Costume is available in Adult size as well as Child.

Rounding out the new additions, the Muncher Afterlife Movie Inflatable Child costume features a full inflatable jumpsuit with a self-inflating fan and shoe covers. The suit is made of a blue nylon material and features a sublimated print of a stop sign and fire hydrant across the bodice, plus a clear vinyl transparent window in the screen-printed eyes for easy vision.

Disguise also offers a selection of costumes and accessories based on the hit online game, Minecraft. Available in autumn, The Minecraft Ride on Pig Inflatable Child Costume is made of nylon and covered with Minecraft inspired pixilated art. Adjustable straps make fitting easy to fit for different sizes and ages of children. The costume comes with a battery-operated fan that inflates it in seconds.

Vivid Goliath 01483 449944 | www.vividtoysandgames.co.uk Paw Patrol remains a No. 1 pre-school licence and a top pick within the Crayola Color Wonder range. The launch of the new Paw Patrol Movie in 2021, and the Colour Wonder Paw Patrol Movie set along with it, means kids can now colour in their favourite movie scenes and characters.

Ryan’s World Tour is a key new brand initiative, with a product range based around Ryan and his adventures as he learns about different countries around the world. The line includes collectible figures and play sets from all four corners of the globe. Kids can collect 80 different versions of Ryan and his friends, each with a unique style and flag sticker for the country they represent. The core range focuses on collectability, with single figure Mini Globes, 2-figure blind bags and 6-figure packs allowing children to expand their collection. The core range of World Tour product will be bolstered with new series for all key Ryan’s World collectibles including Series 7 of the Mystery Figures, Mystery Putty and Mystery Squishy Figures.

Vivid’s Love, Diana collectibles line-up comprises a range of articulated mini figures of Diana, her brother Roma and myriad other characters from her channel, plus a selection of play sets at entry and mid-level price points. Fashion dolls at various scales are also available, offering classic play patterns complemented by swappable fashion outfits, hair play and accessories.

Vivid will be entering two new categories with Love, Diana including role play/ dress-up and cosmetics, via a selection of products that allow kids to become their own version of the popular YouTuber. Autumn/winter will allow fans to discover a whole new host of characters, outfits and accessories. The range will also welcome the Magic Music Castle Playset.

Autumn/winter will see the Diana fashion dolls given a Series 2 refresh. The range will include all-new outfits and accessories across both the 6” and 13” doll varieties, allowing for more mash-up fun and imaginative play. New lines will also expand into 2-in-1 fashion accessory play sets.

Vivid Goliath stocks a wide range of Wizarding World licensed games and collectibles. The Harry Potter blind bag collectibles range features characters from the Wizarding World. Now in its fifth series and at a low RRP, the packs offer a strong pickup option. Vivid also offers four Wizarding World games at a range of attractive price points, from the Tri-Wizard Maze to the Magical Beasts Board Game. New for 2021 is Sequence Harry Potter, which pairs the brand with Vivid’s classic five-in-a-row game to expand its appeal even further.

Toy World 100

TM and © 2020 Sesame Workshop. © Universal City Studios LLC. All Rights Reserved. © UCS LLC and Amblin. Swizzels and Love Hearts are registered trade marks of Swizzels Matlow Limited.

BBC logo © and TM BBC 1996. BBC Earth logo ©and TM BBC 2008. Licensed by BBC Studios.

TM & © One Animation Pte Ltd. All Rights Reserved. ODDBODS (Stylised) is a U.S. Registered Trademark of One Animation Pte Ltd.

+44 (0) 1268 567317

sales@poshpawsinternational.co.uk

Gloucester House Basildon Essex SS14 3BX UK

Character Licensed Merchandise

Brainstorm 01200 445 113 | www.brainstormltd.co.uk Brainstorm has agreed a partnership with Viacom CBS Consumer Products which will see the company add Paw Patrol and Blue’s Clues & You! to its successful Torch & Projector range.

Paw Patrol continues to be the UK’s No. 1 preschool licence, with strong growth across the toy industry. Brainstorm will launch a Paw Patrol Torch & Projector which will allow fans to project images of all their favourite characters up to one metre wide on their walls and ceilings. The Torch & Projector will include 24 images featuring characters and scenes from the animated property.

The newly rebranded Blue’s Clues & You! was the No. 1 UK pre-school premiere on Milkshake, Nick Jr. and YouTube. Brainstorm’s Blue’s Clues & You! Torch & Projector will include images from the popular series starring Blue, a pre-school aged puppy. The torch will delight pre-schoolers with 24 images of Blue, Josh and Friends.

Eolo 34 985 090 130 | www.eolo.com sales@eolohk.com Marvel Battle Cubes are on the way. Produced and developed in cooperation with Boti, Eolo is preparing to launch this innovative, exciting and patented tabletop game in several countries in the world, with the UK market set to welcome them from 2022. The product has already won a number of awards and has also been recognised for its design.

The Battle Cubes system is based upon the globally recognised ‘rock, paper, scissors’ game. The application of the Marvel licence means Battle Cubes offer fun strategic gameplay as well as strong collectability, as each cube features one of the most popular characters in Disney’s Marvel universe.

Eolo is supporting Battle Cubes with a 360-degree marketing programme. In addition to traditional TV and print advertising, the company has been successful with social media campaigns on TikTok, Instagram and Facebook. Eolo has also developed the Battle Cubes app game. Marvel Battle Cubes come with unique app codes that allow consumers to upload their characters within the app game, letting them collect and play with physical toys as well as virtual ones and offering additional play value.

Marvel Battle Cubes are currently available in Benelux and Germany and will launch this autumn in Singapore, Denmark, Sweden, Norway, Finland, Canada and Israel. In 2022, they will hit shelves in the UK, Iberia and Brazil.

Character Options 0161 633 9800 | www.character-online.com | sales@charactergroup.plc.uk.

The Colour Me Peppa Pig Feature Plush is a cute and washable soft toy that can be both cuddled and drawn on again and again, as kids enjoy colouring Peppa’s dress with the non-permanent pens. The Splash and Reveal Peppa Pig Feature Plush sees Peppa dressed in her art smock which, once wet, will reveal colourful hidden pictures. Once all pictures have been revealed, simply let the toy to dry to conceal them again, then repeat.

Autumn/winter 2021 will see activity furniture items added to Peppa’s World of Wooden Toys. The Peppa Pig Wooden Play Desk is a bright, sturdy desk featuring a design of Peppa Pig and her friends. The hard top is ideal for drawing on, and the lid can be flipped to reveal a blackboard. Also new is the Peppa Pig Wooden Play Easel, which has a double-sided drawing and chalk board and comes with beakers for storing pens, pencils and paint. There’s a house area in the lower section, creating a play and storage space for toys. These eco-conscious items have been crafted from FSC certified wood, just like the other toys in the range.

With the Fireman Sam Electronic Spray and Play Jupiter fire engine, pre-schoolers can operate the flashing lights and siren sounds, then douse pretend fires using the pump-action water cannon. There’s also an extendable rescue ladder platform, plus opening panels and doors to discover. An articulated Fireman Sam figure is included. The Fireman Sam Fire Rescue Centre Playset opens to reveal a two-storey feature-packed firefighters’ HQ complete with a working zip wire, platform with pulley and training dolly, control centre unit and more.

Toy World 102

Character Licensed Merchandise

MV Sports 01217 488 000 | www.mvsports.co.uk MV Sports has added several hot new properties to its range of wheeled and outdoor toys. The additions to its licensed portfolio include CoComelon, Kindi Kids, Hey Duggee, Blue’s Clues & You and Baby Shark. The company already has established pre-school and older kids’ portfolios, comprising such classic properties as Peppa Pig, Paw Patrol, Disney Princess, Batman, Spiderman and Frozen II. The new range of Hey Duggee wheeled toys has got off to a great start and included in the range is a deluxe tri-scooter, ride-on and 2 in 1 10” bike with more introductions to come. All products are brightly coloured, perfect for pre-schoolers, and feature all the favourite Squirrels and the loveable Duggee.

MV Sports is also introducing a new look for Disney Princess, with bright, bold colours, beautiful bespoke shaped plaques and character favourites such as Cinderella, Rapunzel, Ariel and more. The range includes bikes, ride-ons, scooters, skates and play dens.

Blasting opponents with Nerf has been taken to a new level with the all-new ultimate Nerf Blaster Go Kart. This kart includes a removable wrap with loops and holsters for the 10 onboard Nerf darts and two mini blasters, as well as pneumatic tyres, forward and reverse gears and a chain-driven gearbox.

Brandalised Presents Banksy’s Graffiti products have been designed to be the coolest on the streets, and the iconic Flower Bomber skateboard features a maple deck and authentic graphics. Sporting a concave double kicktail (for advanced tricks) and responsive trucks, it is ideal to hone drifting, sliding and turning skills.

Casdon Toys 01253 608 428 / 07951 033 234 |

www.casdon.com | Roger@casdon.com

As the summer draws to a close and families start to spend more time indoors, Casdon Toys is challenging parents and carers to take to the kitchen in a bid to bake with their little ones.

Equipped with their very own Casdon Kenwood Mixer and matching (adult) Kenwood Chef Baker Mixer in collaboration with Kenwood Kids Club, the ‘Just Like Me’ campaign will inspire families to get creative through a series of competitions and interactive features on both Casdon Toys’ and Kenwood World social media channels.

Baking and having fun with food not only helps to inspire children’s imaginations and develop practical skills through role-play, but it promotes discovery and togetherness among adults and children and Casdon’s child sized version makes it all the more fun.

The Casdon Kenwood Mixer looks and works just like the real thing, allowing little ones to join in with baking safely. The stylish mixer has a two-speed motor and comes complete with Kenwood’s famous planetary mixing action, meaning young bakers can mix real ingredients for their creations.

The mixer also comes equipped with a ‘K’ beater, whisk and spatula and is suitable for ages 3+.

Learning Resources 01553 819 386 | www.learningresources.co.uk | sales@learning-resources.co.uk Learning Resources has announced the launch of the highly-anticipated MathLink Cubes Numberblocks 11-20 Activity Set. Since launch, the original MathLink Cubes Numberblocks 1-10 Activity Set has become a top selling, multi award-winning product for the company and the new set follows on from the first, giving young children even more ways to play and learn with special edition Numberblocks MathLink Cubes.

Numberblocks are the friendly characters from the BAFTA award-winning animated series that help young children see how numbers really work. MathLink Cubes from Learning Resources are connecting cubes widely used in homes and schools for play-based early years maths learning. Combined, they offer young children a hands-on way to engage with the maths content seen in the TV series as they play along and learn.

The sets contain all that children need to build the Numberblocks One to Ten, and Eleven to Twenty, in all the ways shown in the series. The new MathLink Cubes Numberblocks 11-20 Activity Set also includes Fourteen’s helmet and skateboard, and Twenty’s top hat bonus accessories.

Each set has colourful customised Numberblocks Character Cards with maths learning activities, and write-and-wipe Activity Cards related to selected episodes from the series.

Learning Resources continues to support the Numberblocks partnership with a long-term multi-channel marketing campaign to create brand awareness. This includes digital and print advertising, social media content, advertising, influencer collaborations and PR activity. Retail assets are also available to customers via the company’s marketing resource centre.

Toy World 104

Character Licensed Merchandise

8th Wonder 01942 829 811 | www.8thwonder.co.uk 8th Wonder has been expanding its licensed offering over the last year within wooden toys, broadening its range which previously consisted of mainly pre-school lines for Paw Patrol, Hey Duggee, In the Night Garden and Bing. Using its 20 years’ experience in developing wooden toys, the company has created new wooden ranges across outdoor, role play, games, arts & crafts and educational/pre-school toys with top brands such as Little Tikes, Barbie, L.O.L Surprise!, Paddington Bear, Fisher Price and Peppa Pig. Peppa Pig’s new wooden range consists of outdoor games such as a Hoop Game, Croquet Set, Interactive Crazy Golf Set and Wooden Campervan Ride-On and Ride on Scooter.

The Peppa Pig Character skittles are great for indoor and outdoor play and can be used as traditional skittles or children can also use the 3D figures of all Peppa’s family for imaginative play time.

With The Adventures of Paddington TV show proving a current hit, 8th Wonder has created a Paddington range across educational games, puzzles, art easel and playsets that children will treasure. The key wooden play set from the range is a three-storey wooden replica of The Brown’s London family home. Children can play with each storey individually or slot them together to make the house. The set comes with lots of wooden characters and accessories.

The Fisher Price range of wooden educational pre-school toys encourages hand eye coordination and fine motor skills. The educational range is fun and colourful and includes the Fisher Price animals in its designs. The elegantly designed Wooden Pull Along Cart features eight wooden animal characters that fit inside the boat design, which is bare wood with Fisher Price red wheels.

All of 8th Wonder’s wooden toys are 100% made from FSC wood.

Flair 0208 643 0320 |

sales@flairplc.co.uk | www.flairplc.co.uk

Flair and Just Play’s MonsterVerse line-up now includes a selection of movie figures launched to support the box office release of Godzilla vs. Kong. The Godzilla vs. Kong MonsterVerse range includes an impressively detailed line-up of 6” articulated movie figures including Mechagodzilla. Like the other 6” figures, Mechagodzilla features a removable ‘battle damage’ piece to recreate the impact of monster battles. Larger articulated characters are also available, allowing kids to recreate the battle action on a bigger scale. The 11” Giant Godzilla and Kong assortment, and the 13” Mega Godzilla and Mega Kong figures, all have lights and sounds features plus a unique mechanical battle action.

CoComelon early learning toys have been designed to extend the CoComelon experience beyond the screen. JJ’s My First Learning Phone helps children discover core learning and developmental skills through interactive play. The phone features buttons with over 50 different phrases, songs and sounds to help teach letters, numbers, colours, shapes, weather, feelings and more. The Musical Learning Bus sees JJ take little learners on an educational adventure with four modes of play: Letters, Animals, Games and Numbers. Finally, My Friend JJ has four interactive buttons to familiarise kids with colours, shapes, numbers and letters.

The master toy line for Blue’s Clues & You! Includes feature plush which captures Blue’s loveable personality: Peek-A-Blue and Peek-a-Boo Magenta play a game of peeka-boo with kids, while Dance-Along Blue dances to the show’s theme song. Collectible figures and action-packed play sets are also available, including Blue’s House Playset, while the role-play collection includes items instantly recognisable from the show: The Ultimate Handy Dandy Notebook, Sing-Along Guitar, Mail Time with Mailbox and more.

Jazwares 020 3598 5119 | www.jazwares.com Jazwares has launched a line of vehicles and plush inspired by Marvel’s Spidey and his Amazing Friends, an animated series for pre-schoolers, launching on Disney+ in the UK. The new show sees Spidey team up with his friends to defeat villains and learn about the value of teamwork. The Jazwares toy line includes the 2-in-1 Stealth Strike Vehicle, Spidey Vehicle Transporter and plush at various price points featuring a 16” Spidey Feature Plush with sounds. More innovations will soon be announced for 2022.

Pre-school continues to be a key growth area, with an SS22 introduction of the Dino Ranch master toy line. The range expands on the dino-themed world of play from the popular animated children's series, that launched on Disney+ in April 2021. Joining the round-up is a range of Dino-Mite Blinds, Plush, Dino Ranchers Figure Packs, Deluxe Dino Packs, Feature Vehicles, Dino Action Packs, and play sets including the Hatchery Playset and the iconic Clubhouse Playset.

New toys are on the way for fans of Blippi. Alongside refreshed figures, vehicles and play sets, 2022 will also see an extension to the master toy line with new introductions inspired by Blippi animation.

The new line will feature Adventure Packs and new vehicles including the Blippi Mobile and the Blippi Silly Station Playset.

Expanding digital gaming beyond the screen into physical play, Jazwares will be releasing a new Micro Legendary Fortnite series of 2" highly articulated action figures and accompanying Micro POI Sets. Further figures, sets and accessories will be released throughout 2022. This launch coincides with exciting refreshes to the Solo Mode 4” action figure line and accompanying play sets, vehicles and accessories.

For Spring 2022, brand new Deluxe Mystery Packs will launch alongside refresh to the best-selling Mystery Figures, 3” Core Figures, Game Packs and Vehicles inspired by the hottest new Roblox games such as Brookhaven and Dungeon Quest.

Following a year of huge brand growth, the Nerf Nation will see refreshes to the Jazwares range of Nerf accessories with new targets for 2022.

Toy World 106

Adding Skye & Marshall

©️&TM Spin Master ltd. All rights reserved.

to the pack this autumn!

Discover our screen-free audio players for kids packed with stories, music and learning at tonies.com Use code PawPatrol10 for 10% off at tonies.com until 01.12.21

Character Licensed Merchandise

Rubies 08453 070 707 |

www.rubiesuk.com

Zag’s animated TV show Miraculous: Tales of Ladybug and Cat Noir has been hugely popular with over 23b YouTube views alone, making the characters some of the most sought-after costumes for this Halloween and the festive period.

Fans of the show, which features eponymous superhero Marinette, can become the inspiring Ladybug and Cat Noir with a licensed range from Rubies including classic and deluxe costumes plus additional accessories to complete the look.

Rubies’ range of Venom costumes are available in both adults and a new child version, with classic and deluxe options available. The Marvel anti-hero is an established fan favourite and is anticipated to be one of the most desired costumes when the franchise sequel Venom: Let there be Carnage is released in October.

Following the box office success of The Suicide Squad, Rubies has built upon Harley Quinn’s pop culture status with another set of trail-blazing costumes from the movie. The Rubies officially licensed The Suicide Squad fancy-dress range includes two iconic outfits from the film, including Harley’s signature dress and jumpsuit.

The Mandalorian, the successful Star Wars spin-off space western TV series, has attracted a large audience of fans consisting of both children and adults, as has the costume. With a fourth season planned, along with the release of The Book of Boba Fett, the costumes are bound to be popular for trick or treat adventures. The extended Mandalorian range includes a Grogu (The Child) shoulder sitter, the perfect accessory to the Mando costume.

Rubies WandaVision adult costumes feature new designs which focus on Wanda Maximoff aka Scarlett Witch and Vision, from Marvel’s successful Disney+ series. Already looking to be one of the most popular couples’ Halloween costumes for this year, the outfits were worn in the show for the Halloween episode by actors Elizabeth Olsen and Paul Bettany.

HTI Toys 01253 778 888 | www.htigroup.co.uk Bachmann Europe 07739 200 153 | www.bachmann.co.uk |

sales@toyway.co.uk

Bachmann Europe recently revealed its new NHM-branded FSDU at the Harrogate Home & Gift Show. The stand features vibrant, eye-catching graphics and contains four models of each type from the Dinosaur Collection produced in conjunction with the Natural History Museum. The museum-quality replicas continue to delight dinosaur fans of all ages, with the FSDU making a popular addition to toy shops, department stores, garden centres and other attractions.

Now available with new packaging which incorporates a fun and educational fact sheet, these 1:40 scale dinosaur models are safe for kids aged three and over.

Developed under the guidance of the Natural History Museum's researcher Dr. Paul Barrett, each dinosaur has been painstakingly modelled and hand finished with authentic decoration, reflecting the latest data available from fossil records. With eight to collect, these authentic dinosaurs are sure to inspire the next generation of palaeontologists.

The Thomas & Friends collection of OO scale model railway products are now available for the UK market from Bachmann, as a Thomas with Annie & Clarabel electric train set plus a variety of locomotives and rolling stock. The locomotives all feature moving eyes, adding play value to any Thomas & Friends model railway. The products are all suitable for ages three and over.

Bachmann also produces a range of products suitable for the Kidult market. Thunderbirds plastic kits from the company’s Adventures in Plastic (AiP) brand are produced under licence from ITV. The range includes 11 different kits across several scales, allowing fans to construct detailed models of the vehicles from the original Thunderbirds TV series: all five Thunderbird crafts plus Fireflash, The Mole and Lady Penelope’s iconic car, FAB 1. Debuting in the UK in 1965, Thunderbirds has subsequently been watched by viewers around the world and currently airs on Britbox. The kits come in retro style packaging and include easy to follow instructions.

An evergreen licence for the company, HTI Toys’ innovative and bespoke roleplay assortment of Peppa Pig toys remains key to the pre-school property’s licensing programme. New and exciting products are added to this comprehensive range each season to help spark young imaginations. Joining the existing range of over 35 Peppa Pig role-play SKUs is the Peppa Wooden Family Kitchen and Wooden Market Shop.

These two large wooden play sets reflect consumer demand for sustainable materials, and would make a colourful, attractive addition to any family home.

HTI Toys has recently signed a deal with the popular brand Baby Shark, which has seen the company develop a range of licensed patio furniture. Ready to hit the shelves next spring are the Patio Chair, Moon Chair and Patio Set. The foldable chairs, each featuring a colourful character design, are perfect for both indoor and outdoor use, while the table and umbrella included with the Patio Set are the perfect addition to any garden for summer.

HTI has announced the reintroduction of its popular My Little Pony Styling Heads into its role-play range of toys. The styling heads have been created to reflect the characters from the highly anticipated new movie. Sunny Starscout and Princess Pipp are each supplied with multiple accessories for hair-styling fun.

Hey Duggee has quickly become a firm favourite among pre-schoolers, and HTI now has several character-inspired toys on offer as part of its role-play range. New for spring/ summer 2022, children will be able to cook up mud pies with the Hey Duggee Wooden Mud Kitchen. Perfect for outdoor use, this large kitchen comes complete with several metal accessories, a sink, pretend oven, and a chalkboard so kids can advertise their mud pie specials.

Paw Patrol fans will enjoy HTI’s range of musical role-play toys, which includes an Electric Guitar, Character Keyboard and Electronic Band Set. Each musical toy features the famous theme tune from the hit Nickelodeon TV show, and helps to develop rhythm, hand-eye coordination and motor skills. A firm favourite within the range, the Paw Patrol Character Keyboard features colourful keys and twistable 3D characters of Chase, Marshall, Skye and Rubble.

Toy World 108

®

Bringing Brands to the Tabletop View the full range on

Get in touch

toby@steamforged.com emmah@steamforged.com

www.steamforged.com

Authentic Gameplay

World Class Miniatures

Global Distribution

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 and Europe by Bandai UK, moves into the Q4 2021 period with a strong collection of new SKUs including the Deluxe Family House Playset, Deluxe Interactive JJ Doll and a new wave of plush.

CoComelon, which has the largest kids’ channel on YouTube with over 117m subscribers, teaches children how to take on everyday activities and demonstrate positive behaviour with a sense of enthusiasm. With its bright and bold colours, and cheerful nursery rhymes and phrases, CoComelon encourages children aged one to four to sing and dance along with JJ and his siblings as they learn letters, numbers, animal sounds, colours and more. The new lines span multiple categories and are designed to enhance learning, while ensuring kids are entertained with favourite characters and familiar settings.

Continuing its partnerships with major pre-school licences, Bandai UK has announced a distribution partnership for YouTube’s Vlad & Niki including figures, vehicles, play sets, role-play and plush. The initial brand launch focuses on the show’s themes and cross-category targeting, and the launch will be supported by a digitally-led marketing campaign to capture an active online audience via direct targeting of parents. The TV advertised hero product, the Vlad & Niki Rocketship Playset, offers a surprise unboxing experience complete with themed toys and accessories based on the brothers’ adventures. The Rocketship Playset opens to reveal two levels of play, three themed backdrops, nine surprises to unbox and four exclusive articulated figures, plus it features a folding carry-handle.

Following the show’s success and the announcement of the upcoming Miraculous feature film debut, Bandai UK has expanded its collection of popular Miraculous toys with the introduction of new feature dolls, role-play accessories, and character merchandise. The Fashion Flip Ladybug Feature Doll transforms from Marinette to Ladybug by flipping her sequined outfit up or down, while the Talk & Sparkle Feature Doll comes complete with a light up feature and action sounds and phrases from the show.

Bandai also offers a raft of other toys based on top licences, including Dragon Ball, National Geographic and Tamagotchi; a Star Wars R2-D2 Tamagotchi launches in November.

Amscan

01908 288500 amscan.co.uk

Amscan has unveiled new additions to its Anagram foil balloon portfolio, including new licensed Airloonz and Sitter balloons, available in a host of favourite characters.

The Airloonz assortment comprises larger than life characters featuring Disney’s Frozen II Elsa, L.O.L Surprise! Glam Diva and Marvel’s Captain America, all standing at over one metre high.

These are entirely air-filled products meaning no helium or challenging transportation is necessary, as they include a paper straw in the packet for home inflation. This also allows for deflation once the event is over, so the balloons can be reused.

To accompany the new Airloonz collection, Amscan has also introduced smaller versions. Also air-filled, the latest introductions to the Sitter’s assortment feature classic evergreen licensed characters including Disney’s Frozen II Elsa, L.O.L Surprise! Diva, Marvel’s Captain America, Pikachu from Pokémon, Paw Patrol’s Chase and Disney’s The Little Mermaid. The smaller air-filled solutions make great table centrepieces for any party, or the perfect balloon gift.

GB Eye 01142 767 454 | www.gbeye.com salessupport@gbeye.com It has been a busy and positive year since GB Eye’s merger with Abysse Corp in March, and the outlook for 2022 is bright with new developments over the next few months to help the continued growth of the company’s customer base and product range.

Posters continue to be a major focus for GB Eye, and the team is working on new product innovation within this well establish range as well as the company’s wall art and framing business.

Iconic brands and images play a big role in this area and include Pokémon, Harry Potter, DC Comics, Batman, Yu-Gi Oh! and Fortnite but the team is also working on new techniques to give people something a little different on their walls.

There are also great options for instore display and perfect pocket money price points.

The ABYstyle Studio collection of figures continues to grow in popularity and new designs will be available throughout 2022. Featuring brands such as Naruto, One Piece, My Hero Academia and many more, the range is proving a must have for many retailers, and the attractive price points have opened the product up to a new generation of collectors.

There will also be new gift lines arriving for Christmas.

Toy World 110

Character Licensed Merchandise

Golden Bear Toys 01952 608 308 | www.goldenbeartoys.com

Smiffys 0800 590 599 | www.smiffystrade.com

customerservices@goldenbeartoys.co.uk

Smiffys is continuing to expand its licensed product due to the evergreen appeal of licensed costumes amongst children. The company’s range of character fancy dress outfits and accessories sells year-round, with consumers appreciating the developmental benefits offered by imaginative play at home and annual events such as Halloween and Christmas also driving sales.

Smiffys recently signed new licences in the form of two hit TV series.

Gigantosaurus products are in development. The company plans to launch its range of dinosaur costumes in early 2022 and expects them to be a hit for Book Day and for gifting. Another recent addition to Smiffys’ portfolio is True and the Rainbow Kingdom. The colourful characters will be brought to life with a range of costumes including True and her trusty sidekick, Bartleby the cat.

With Halloween fast approaching, Smiffys has added a number of spooky costumes to its kids’ licensed range. Ghostbusters remains one of the company’s most popular licences, and now the whole family can get in on the fun with the new plush toddler characters, Slimer and Stay Puft. Smiffys has also added a new costume to the Chucky range, Toddler Bride of Chucky. The Chucky costumes remain popular year-on-year, and the Toddler Tiffany costume completes the family. Demand for matching outfits remains strong, so this year’s marketing campaigns for Halloween will prominently feature Smiffys’ licensed family costumes.

Perfect for Halloween and beyond, Smiffys’ Julia Donaldson collection will launch just in time for the spooky season. Room on the Broom and Highway Rat offer all the accessories kids need to transform into these popular characters and make great classic Halloween costumes. The detailed plush character heads featured on the Gruffalo and Zog options make these deluxe character costumes popular all year round, and ideal for gifting.

Smiffys has also taken its licences into a new product category after seeing the demand for partyware and décor increase during lockdown. The new Peter Rabbit and Roald Dahl partyware ranges will soon be available, offering consumers everything they need to throw the perfect character-themed party. Each range offers tableware plus fun extra elements including masks, balloons, party bags and bunting. Building out this line, Smiffys will soon be launching Gruffalo, The Very Hungry Caterpillar, Masha & The Bear and Beano partyware and decor ranges.

Hero SKUs within Golden Bear’s latest Hey Duggee range include the Hey Duggee & Storytime Squirrels Soft Toy and the My Best Friend Duggee soft toy. The new Hey Duggee Spin and Groove with DJ Duggee Musical Toy allows youngsters to become a DJ. Children can scrub the turntable to make the different tunes and phrases from the show ‘scratch’ and slide the mouse to vary the speed.

The Hey Duggee Toothbrushing and Handwashing Timer teaches children the importance of hygiene.

Lifting Duggee’s toothbrush activates a two-minute timer and the catchy toothbrushing song from the show. Duggee also dispenses soap and plays a theme tune for the recommended 20 second wash time. The Hey Duggee Light Show River Boat brings fun and calm to bath times by creating a light show to soothe young children. The Duggee figure can be removed from his cabin to become a stackable scoop and pourer.

The cuddly Musical Statues Dancing Bing is a perfect party companion for pre-schoolers, while the Bing House Playset features Flop and Bing posable figures and accessories. Colourful and sturdy, the play set is a quality line which brings Bing role-play to children aged 12 months and above.

Golden Bear extends its In the Night Garden range with The Pinky Ponk Build & Sort Vehicle. Once built, the toy becomes a shape sorter and a push along vehicle complete with a squeaking nose and spinning propellor. The new Super Squashy Soft Toys range includes three characters to collect - Igglepiggle, Upsy Daisy and Makka Pakka- all with mallow-like filling and colourful embroidered detailing.

Golden Bear’s Mr Tumble Weighted Calming Companion is weighted with solid glass beads in a soft, quilted blanket-like body to aid mindfulness, concentration, and mental wellbeing. Suitable from birth, Super Soft Sensory Mr Tumble is made from premium mallow fabric to soothe children. Standing at 24cm tall, with textured hair and a silky bow tie, the satisfying textured filling creates optimum sensory feedback and tactile exploration.

Finally, the Mr Tumble Says Activity Ball is inspired by the familiar 'Simon Says’ play pattern and voiced

by Mr Tumble. Perfect for active indoor use and helping to develop handeye co-ordination, the activity ball helps children of all ages stay active and engaged.

Simba Smoby Toys UK 01620 674 778 | www.simba-dickie-group.de/en | sales@simbasmoby.com Simba Smoby Toys UK’s licensed offering spans all toy categories, with a portfolio that appeals to both young and old. A popular choice among collectors is the die cast vehicle brand Jada Toys. The collection includes the Hollywood Rides range, which celebrates the best in action film merchandising with scaled replicas of the most memorable wheels from the movies. The Batman collection launched last year with six 1:32 scale die cast cars to collect. Designed to mark Batman’s 80th birthday, each pack includes a metal figure and a vehicle modelled on Batman’s on-screen appearances. With the latest The Batman movie scheduled for release next March, kids can look forward to adding new 1:32 and 1:24 scale replicas to their collections come spring/summer 2022.

Another must-have assortment is Jada Toys’ 1:24 scale die cast range inspired by Marvel’s superheroes. From SpiderMan and Iron Man to Black Panther, Groot, Black Window and more, Jada Toys taps into the iconic appearance of each character to deliver a fun, instantly recognisable range. From Q1, kids will be able to add Loki, Wolverine and Doctor Strange to their collections. Each Marvel vehicle comes with a 2.75” figure of the character that inspired it.

Jada’s Fast & Furious collection has been enjoying traction this year thanks to the release of the F9 movie. Kids can collect popular cars from the eight-film, multi-billion-dollar franchise, as well as new additions from Hobbs & Shaw.

There is more to come from this collection in 2022.

New for autumn/winter 2021, Jadas Hollywood Rides range is welcoming a 1:24 scale version of the iconic Jurassic Park Wrangler.

Masha and the Bear continues to be an evergreen pre-school brand for Simba Smoby Toys UK. The range, which now comprises a wide selection of Masha dolls, Bear plush, collectibles, and feature-packed play sets such as the Big Bear House Playset, brings the fun of the show to the playroom. Buyers and retailers can expect another strong year ahead for the range, with new additions and marketing support driving sales throughout Q1 and Q2 2022. make light work of carpet, garden terrain or smooth tarmac thanks to its 4-wheel independent suspension.

Toy World 112

Character Licensed Merchandise

Posh Paws 01268 567317 www.poshpawsinternational.co.uk sales@poshpawsinternational.co.uk Posh Paws works with some of the biggest and best-in-class character and gifting licences, delivering high quality soft toys and plush gifts for all ages and every occasion.

New movie licences for this autumn that Posh Paws is supporting with character soft toys include the box office sequel to the musical comedy animation, Sing 2. The movie will hit UK theatres in January 2022, but Posh Paws soft toy range will be available from December, allowing fans to get their hands on a 7” assortment of the most popular characters in the upcoming movie.

The live-action Clifford the Big Red Dog will be released this December. Posh Paws has developed its own Clifford soft toy to support the new feature film, which will appeal to fans of the globally recognised books and TV shows, as well as the big-screen adaptation.

New to Posh Paws pre-school offering is the Sesame Street range. This includes the popular Tickle Me Elmo feature plush, which offers fun and entertaining sound and movement features, in addition to a brand-new talking Cookie Monster available spring/summer 2022. Also available now are standard Elmo and Cookie Monster 10” characters and an assortment of small beanie soft toys.

One of Posh Paws biggest licensing releases this year has been its new Jurassic World soft toys, launched to bolster the success of the chart-topping animated series, Camp Cretaceous. With the box office release of Jurassic World: Dominion now confirmed for July 2022 and set to be one of the years’ biggest blockbuster movies, Posh Paws is excited to showcase its new product developments that will be available in the New Year.

Within the Posh Paws gifting range, the Swizzels Love Hearts collection has been a stand-out performer, particularly over the past two years. This plush line combines loveable characters with fun and sentimental messages, providing consumers with much-needed smiles. The range includes a variety of characters for every seasonal and celebratory occasion, such as birthdays, Valentine’s Day, Easter, Mother’s and Father’s Day, as well as messages that spread positivity and humour and convey affection for the recipient.

Ideal for animal lovers of all ages, the BBC Earth plush gift collection offers an extensive range of beautifully made Planet Earth II, Blue Planet II and baby animals. Posh Paws is introducing a new British Wildlife range that will include a Rabbit, Deer, Fox, Owl and Squirrel, all available for purchase from spring/summer 2022.

Toynamics 0116 478 5230 | www.toynamics.co.uk |

sales@toynamics.co.uk

Toynamics UK & Ireland is the exclusive distributor of Nanoblock, the world’s smallest micro-sized building block, which offers children aged 12 years and up hours of construction fun. Building upon the success of the licensed category for the brand, Toynamics has expanded the range for 2021. With RRPs starting from pocket-money price points, Nanoblock is a strong pick-up line ideal for the run up to Christmas and makes for an excellent stocking filler.

A best-selling licence from the range is Pokémon. To build upon the success of this licence, Toynamics has doubled its range for 2021 with popular characters Pichu, Blastoise and Gyarados. The range can be hung or displayed in an attractive Pokémonthemed Nanoblock CDU display.

New for Q3 is the Crash Bandicoot licence, which launches in line with the launch of the new Crash Bandicoot game.

Children can collect and build popular characters including Crash and Coco Bandicoot, Dr. Neo Cortex, Dr N Gin, Dingaodile and Ripper Roo. The Sonic the Hedgehog line offers six characters to collect, from Sonic and his friends to the evil Dr. Eggman.

The latest licences added to the range are Space Invaders and Pac-Man Arcade Machines. These retro inspired sets come with over 160 bricks and stickers for creating detailed and impressive designs, perfect for any arcade lover. Also available are the Peanuts licensed blind packs, available in a CDU display with six different Peanut characters to collect.

As with all Toynamics brands, Nanoblock receives high profile marketing support, from social media to shop-in-shop installations and attractive display solutions.

Tonies www.tonies.com |

sales@tonies.com

Tonies has added more new characters to the range for its children’s audio system including Masha and the Bear, Mr Bean and Paw Patrol's Marshall and Skye.

Set in Adventure Bay, Paw Patrol features the antics of six heroic pups, Marshall, Rubble, Chase, Rocky, Zuma and Skye. Led by a young boy named Ryder, the Paw Patrol use a blend of skills to work together on high-stake rescue missions to protect the Adventure Bay community. The Marshall Tonie includes stories Pups Find a Genie, Pups Save a Tightrope Walker, Pups Save a Goldrush and Pups Save the Paw Patroller. The new Skye Tonie features stories Pirate Pups to the Rescue and Pups save Puplantis. Both are suitable for children aged 3+.

Comedy character Mr Bean has also been transformed into a Tonie, bringing his collection of catchy songs to children aged 5+. From the upbeat to the downright contagious, the captivating earworms are sure to be a hit on Tonieboxes.

Kids can also follow the adventures of Masha and the Bear with the new Tonie which features a funny and entertaining story about friendship, based loosely on a Russian fairy tale. Suitable for children aged 3+.

The Tonies and Tonieboxes operate through a wireless digital system which connects to an NFC chip within each Tonie using Wi-Fi. Each Tonie is beautifully hand painted, making them desirable and collectible for kids.

Toy World 114

Character Licensed Merchandise

Zuru info@zuru.com

Little Brother Books 01392 982082 | www.littlebrotherbooks.co.uk Little Brother Books (LBB) is set to be the UK’s No. 1 publisher of licensed annuals and seasonal titles for the fourth year running.

Exclusive retailer support for Q4 2021 has helped the publisher take its print production beyond 1m and seen more than 2,500 dedicated FSDUs placed in prominent impulse purchase locations ready for the build-up to Christmas.

There are 12 2022 annuals in this year’s collection, including four titles and brands new to the LBB stable.

As previously announced, this includes annuals for the popular children’s YouTube live-action character Blippi, as well as the educational songs and nursery rhymes brand CoComelon. Other new properties and titles include the animated TV series Gigantosaurus and the Ultimate Guide to Among Us, one of the biggest digital games in the market.

The other eight titles in the 2022 line-up include: Shoot Annual 2022, L.O.L. Surprise! Annual 2022, Barbie Annual 2022, World of Dinosaurs 2022 by JurassicExplorers, Little Mix 2020 Special by PopWinners, and three additional ‘Ultimate Gaming Guides’ – GamesWarrior’s Ultimate Guide to Fortnite, Roblox, and Minecraft. All will make for excellent stocking fillers and sell in high volumes every year.

Looking ahead to 2022, LBB is heading to BLE in November with a view to extending its portfolio, meeting with owners of new and compelling IPs, and sharing new opportunities that will enhance its position as an innovator in kids’ publishing.

Amerang 01903 765 496 | www.amerang.co.uk | trade@amerang.co.uk Amerang has been supplying the hobby and collectibles trade with a broad selection of the world’s finest licensed products from the biggest brands since 1982. From highly collectible enamel pin badges to full sized replicas, the company has something for all collectors and budgets.

SalesOne, a range of finely made, fully licensed wearable collectibles including pin badges, charm bracelets, necklaces and other iconic movie wearables, came on board in 2020. It has already grown into one of Amarang’s hottest ranges for 2021. New for Q4 is a full selection of wearables relating to Marvel’s Shang-Chi and the Legend of the Ten Rings and the upcoming Disney+ series The Book of Boba Fett.

Adding depth to Amarang’s offerings is a key focus for the company. The arrival of Super 7, which joined the line-up in 2020, means Amarang is now able to offer the full range of popular ReAction 3¾” retro styled action figures, covering licences including Back to the Future, Teenage Mutant Ninja Turtles, Iron Maiden, Power Rangers, Transformers, Ren and Stimpy, and, new for 2021, G.I Joe. All will arrive throughout Q4 2021.

Within its offerings, Amerang is proud to represent Sideshow and Hot Toys, both market leaders in premium collectibles and action figures. Sideshow’s limited production runs have driven up demand with collectors of licensed collectibles, and Hot Toys’ figures offer an unrivalled level of detail. Both brands cover major licences including The Mandalorian, Loki, What If.., Shang-Chi and the Legend of the Ten Rings, The Suicide Squad and many more, mirroring current trends and movie releases.

Complementing all these ranges is Iron Studios. A relatively new player on the block but already positioning itself as one of the best, its unique BDS Art Scale statues create an iconic scene and make for an impressive centrepiece in any collection. Licences from Iron Studios cover Marvel, DC Comics, Star Wars and Universal Studios, plus many gaming and niche licences too.

Toy World 116

Zuru introduces a complete unboxing experience with Vlad & Niki Superhero Surprise. Suitable for ages three and over and available in two themes Dino Attack and Robot Battle - each surprise egg includes an action-packed comic book adventure to set the scene for a playtime experience, complete with corresponding superhero costumes, vehicles, figures and accessories.

Since announcing its licensing programme for award-winning plush brand Rainbocorns last year, Zuru continues to expand its collection with a range of new toy and character-led lines. Rainbocorns Fairycorn Surprise introduces seven new characters which hatch from brightly coloured eggs to reveal a raft of fairy-themed surprises. Children can discover colour change poop, fairy glitter hearts, Fairy BooBoocorns and wear the removeable fairy wings.

New, innovative lines have been launched for the Q4 period, offering retailers a comprehensive licensed range. Rainbocorns Talkin' Jelly Shake Surprise introduces sweet-scented characters with electronic, interactive features encased in sundaeshaped packaging. Children can press their paws to hear fun sounds and activate the speak and repeat function. With 15 layers of surprises, they can create their own jelly jewellery using Boo-Boocorn charms and beads.

Itzy Glitzy Surprise eggs bring fans 26 mini collectible Rainbocorn characters. With new surprises to unbox, each mini egg includes mix and match colour-changing accessories. This year sees the unveiling of the Rainbocorns Epic Golden Egg. Including three new giant Rainbocorn characters ideal for Christmas gifting - Deery Queen the Reindeercorn, Cesealia the Sealcorn and Goldie the Snailcorn - the golden eggs open to reveal over 25 layers of glittering golden surprises.

Rainbocorns characters also appear across apparel, stationery, books and giftwrap. Further projects and partnerships will be announced in 2022.

5 Surprise Mini Brands continues to bring miniature versions of some of the world’s most famous and popular brands to the collectibles market in a unique 5-part capsule, with over 100 miniatures and surprise shopping accessories to find. Favourite Minis include worldwide and exclusive-to-the-UK & Ireland brands such as Heinz Beans, Aunt Bessie’s, and Slush Puppy. 5 Surprise Toy Mini Brands benefits from a new wave of capsules.

There are over 100 miniature toys and accessories to collect including rare glow in the dark, gold and super rare rose gold miniatures of toys from Nickelodeon, Crayola, Rubik’s and Zuru.

91.5cm circle of E-Z Track® Assembles in minutes!

This ready-to-run train set includes: • OO Gauge Thomas the Tank Engine™ • 91.5cm circle of snap fit E-Z Track® • OO Gauge Annie coach • Power pack and speed controller • OO Gauge Clarabel coach • Illustrated instruction manual

Direction & speed controller

© 2021 Gullane (Thomas) Limited

- 00642BE RRP £139.95

© 2021 HIT Entertainment Limited

Eyes move from left to right as he moves!

STO C K AVAILAB LE F O R IMMED I AT E D E L I V E RY Contact Sales & Business Development Manager Pauline Hinkley on Tel: 07739 200153 Email: pauline .hinkley@bachmann-europe .co.uk

www.bachmann.co.uk

T&F half page.indd 1

17/09/2021 11:49

Email us at: enquiries@gbeye.com Give us a call: 0114 276 7454 www.gbeye.com | www.abystyle.com

Character Licensed Merchandise

United Wheels UK www.huffybikes.com | salesuk@huffy.com From January, United Wheels UK will be introducing its new licensed line for Disney, Marvel and Lucasfilm.

The range will include all sizes of children’s bikes, from balance bikes through to 12”, 14” and 16” models, plus battery-powered ride on toys. Featuring characters from many top rated licences, the line includes family favourites from Disney Princess, Frozen, Spider-Man, Cars, Star Wars and Minnie Mouse.

United Wheels bring Disney’s Frozen to life with its 12” first-ride bike. Ideal for learning to ride with or without stabilisers, the bike is suitable for children aged three years plus. This bike is made with an easy stepover tritube frame in accents of sky, Nordic blue and mulberry to remain true to the property. The comfortable, padded seat is beautifully decorated, and the handlebar also boasts a deluxe storage container designed with Frozen crystals.

Front and rear calliper brakes and 16-spoke alloy-wheels allow for a safe and smooth ride. It is also lightweight, making it easy for parents to carry when out and about.

Available from January, Huffy 12” Bikes will also be available in Disney Princess, Cinderella, Spider-Man, Avengers, Star Wars, Cars and Minnie Mouse.

The Huffy Spider-Man 6V Battery Ride-On Bubble Scooter offers pre-schoolers character fun based on one of Marvel’s highest-rated superheroes. The scooter’s 2-in-1 design means it can be used as a battery-powered ride-on or kid-powered scooter with just the flick of a switch. Each battery charge provides 40 minutes of fun and a top speed of up to 2mph. This innovative scooter also makes bubbles as kids ride, and has a wide, non-slip deck plus a stable 3-wheeled design for scooting confidence and safe play.

Available from autumn 2021, the Huffy 6 Volt Battery RideOn Bubble Scooter is available in Disney Princess, Frozen and Cars, as well as Spider-Man. Also available from autumn, the Disney Princess Horse and Carriage is easy for kids to start and ride thanks to its simple foot pedal accelerator. Kids can take control with an in-carriage steering wheel and forward/reverse controls. The pink design also features images of Ariel, Aurora, Belle, Cinderella, Jasmine, Rapunzel, Snow White and Tiana. Phrases from three Disney Princesses play when the heart-shaped button on the steering wheel is pressed. The carriage has openable doors, a cupholder and a glovebox, and the horse has a brushable mane and tail.

United Wheels opened its new EU office in 2020 and is well placed to help drive continued growth of the Disney licences across the UK, Ireland, France, Iberia, Italy, Germany, Benelux and South Africa. Direct ship and exclusive product opportunities are now available, and the United Wheels team is making appointments for inperson showroom viewings and online previews.

Pyramid International 0116 2843640 | www.pyramidinternational.com Pyramid International continues to expand its range of licenced products, which hold strong appeal among younger fans. Harry Potter, Star Wars, The Mandalorian, Marvel, Animal Crossing, DC, Disney, PlayStation, Dragon Ball Z, Frozen and Mario are among the many licences in the Pyramid stable.

Innovation can be seen across stationery, hydration, and accessories. Pyramid has plenty of on-trend launches to share including water bottles, wall and desk clocks, and stationery ranges featuring Tove Janson’s beloved Moomins, Harry Potter, and the ever-popular Spider-Man. The latter is set to hit shelves in advance of the December release of the highly anticipated new Marvel movie, Spider-Man: No Way Home.

Young gamers are well catered for with products across hydration and stationery, plus accessories from PlayStation, Pac-Man, Animal Crossing and Mario, while big kids will enjoy Halo, Zelda and Call of Duty.

Pyramid’s line of Animal Crossing stationery, Villager Squares, is a particular hit, having been recognised by a major licensing awards.

Calendars and diaries for younger character fans are now available. Making for great stocking fillers, the range – which offers everything from Frozen to The Avengers, and Disney Pixar to The Mandalorian – is well worth exploring.

Pyramid’s Harry Potter Trouble Finds Me Premium Gift Set (pictured) is universally acclaimed. The wooden trunk-style box has a carrying handle and removable shoulder strap and is embossed with the Hogwarts Crest. Inside are a 350ml metal drinks bottle, four pencils, a notebook, and a metal keyring, making this a fantastic gifting product for Harry Potter fans everywhere.

The company’s new Dragon Ball Z and One Piece Gift Sets, comprising a metal drinks bottle, pen, and magnet or keychain, come attractively packaged and will appeal to young fans taking their first steps into the world of anime.

Remaining true to its roots, Pyramid still offers a comprehensive range of posters featuring many of today’s most popular licences, from Paw Patrol to Star Wars and everything in between. Retailers can benefit from innovative display systems to match. Many Pyramid our products are UK manufactured too, so retailers don’t need to account for shipping costs and potential delays.

Click Distribution 0330 123 2559 | www.clickdistribution.co.uk |

click@clickdistributionuk.com

Piggy continues to go from strength to strength: the game has now had over 9b plays and features in the Top 5 most played Roblox games of all time – impressive stats, considering it is only 18 months old. Piggy Intercity was recently released and a further six chapters will be rolled out throughout the rest of year. The product offering goes from strength to strength as well, with all-new action figures, plush, mini figures, head bundles and construction sets launching over the coming months. Cute and highly merchandisable, Piggy features a deep and diverse character set and benefits from strong social engagement. Half of all Roblox videos on YouTube are Piggy-related videos, totalling over 3b views.

Panini’s Premier League Adrenalyn XL Collection has got off to an excellent start, with strong year on year growth maintaining its No.1 spot in the UK and Ireland. Later this year, fans will see the launch of the highly anticipated Official Premier League 2022 Sticker Collection, and, for the first time in the UK, Premier League Score. Both collections accompany the recently released and very successful Road to World Cup 2022 Adrenalyn XL as well as Disney’s new Pixar Sticker Collection and Princess Sticker Collection.

Click has high hopes for 2022. The company already holds the exclusive distribution rights for four brand new master toy properties, and has can now announce that PhatMojo has secured the master toy rights for Yu-Gi-Oh!. The reaction Click has received during previews has hugely positive: the Yu-Gi-Oh! TCG game is hitting new heights and the anticipation for the toy range is huge. Over 35b cards have been sold worldwide, grossing over $9.64b, and more than 50 Yu-Gi-Oh! video games have been released across 20 different gaming platforms, with more games in development. Next spring, Click will be introducing action figures, plush, mini figures, collector bundles and electronic role-play items featuring exclusive trading cards. All lines will be supported by an extensive marketing campaign.

Click will also offer an extensive range from Panini, including the Women’s UEFA Euro 2022 Sticker Collection, and properties such as Minecraft, Fortnite, Marvel, Disney, Premier League and FIFA World Cup 2022.

Toy World 118

The board game of the hit BBC One show that reinvented The Wheel!

TM

PO Box 114, Ipswich, IP7 9BW Email: info@rascals.uk.com © Copyright HUNGRY McBEAR LIMITED 2021

Allegedly

A tantalizing slice of normality has crept back into my working routine in recent weeks. My brief trip to Autumn Fair saw me attend a trade show for the first time since New York in February ’21.

Some things don’t change; one star food at five-star prices and chaos in the car parks – presumably all the previous car park attendants are re-training as lorry drivers, leaving the organization of parking to the only people prepared to stand in the baking hot sun in a hi-vis jacket and point vaguely in a disinterested manner for minimum wage. But it didn’t take long on the show floor to realise just how much we’ve missed catching up with friends and colleagues from the toy community.

90 minutes in and I had barely moved 50 metres – so many people wanted to chat and as it has been so long since we’ve all met up, many seemed keen to linger just that little bit longer. Masks quickly went out of the window too, as they render conversation all but impossible – and there was a lot to catch up on. That said, for those who felt more comfortable wearing a mask, it really wasn’t an issue – no different to walking around the Hong Kong Toys & Games Fair most years in truth. While the Autumn Fair had a relatively small toy section, most exhibitors were pleasantly surprised with the number of visitors and, more importantly, the fact that those who were there were in a buying mood. It appears that in the middle of a pandemic, you get a lot less catalogue collectors and general timewasters. Most stand conversations focused on the stock situation: one exhibitor told me the first thing that just about every visitor to his stand said was “Right, what have you got stock of” …

The following week saw us visit the Independent Toy & Gift Show. A lot of people still call it the AIS show, so they are going to be even more confused when it changes its name to the INDX Toys & Nursery show next year. It’s more about semantics rather than a fundamental change in the event, bringing it into line with the branding adopted by other shows at Cranmore Park. However, as the new name hints, there is expected to be a stronger nursery presence to the ’22 event, which will revert to its traditional April time slot. The new moniker also seems to be an explicit nod to a trend that has been developing in recent years – namely the broadening of the visitor base from purely AIS members to a wider specialist retail audience.

That was certainly the case this year. There were fewer exhibitors, as might have been expected – with the big corporate players conspicuous by their absence (with the exception of Spin Master).

But those who did exhibit found themselves in a room with a broad selection of retailers, with Toymaster members and some key online players like Wicked Uncle and Bargain Max augmenting the traditional AIS attendee base. It was also good to catch up with Alan Simpson and hear that not only are SMF Toytown’s sales flying, but a new company management structure will very soon be in place, allowing Alan the flexibility to take a gentle step back (although I have heard a few toy people say that before now and found they stayed highly involved and engaged in the business, despite their best intentions) …

Toy World 120

While several UK domestic events have been able to take place, other shows have unfortunately not been so lucky: the popular Distoy event was cancelled, with organizer David Potter unfortunately forced to concede defeat, as a result of insurmountable international travel complications. The Dallas Toy Fair has also been called off– due to take place this October, the show has become the latest casualty of the pandemic.

With the Delta variant still spreading rapidly in many US states, the decision to prioritise the health and safety of the toy community was clearly the right one...

And so as we turn our attention to Toy Fair Season ’22, it is clear that all trade shows – whether international or domestic – would undoubtedly benefit from the ‘corporates’ relaxing their own internal travel restrictions. Whether retailers, toy companies or licensing companies, there does appear to still be a split between SME’s, many of which have returned to their offices and are open to travel and visit customers, and larger organisations, where many are still adopting a cautious policy. It will be interesting to see what prompts a change in approach; will it be daterelated or data-related? Will everything change when ’21 ends and ’22 begins – or are there specific conditions which need to be met before HR gives the green light for a return to normality…

Some evidence has emerged in recent weeks that container prices may finally have been contained…well, it seems that in some instances at least, they have been dropping ever-so-slightly, rather than increasing at the rate of knots as has been the case in recent months. It is important not to get too carried away: I was told weeks ago by shipping industry contacts that prices would only level off when demand softened, and as we get close to Christmas, with the concerns about retailers’ ability or inclination to take in stock that arrives late, it is perhaps no surprise to see a modest recalibration. However, this may be very much short-term respite: numerous sources have told me (and other people in the global toy community) that rates are likely to remain on the high side until at least the second half of ’22, if not ’23. And we certainly aren’t going back to $2000 containers any time soon –indeed, probably not ever, When the rates settle, they are likely to settle quite a way above the previous going rate– I have been told in no uncertain terms that those were loss-making prices, and there seems little prospect of shipping companies wanting or needing to accept below-cost rates again…

Amazon’s financial wizards must be top of every head-hunter’s list when it comes to finding the next superstar accountant. The fact that Amazon’s UK arm paid a mere £3.8m additional corporation tax in 2020, despite its sales rising by a whopping £1.9bn, shows just how ‘clever’ they are (let’s go with clever, shall we...although other descriptions are available).

Toy Fair Season will soon be upon us...

and wherever you will be exhibiting, Toy World has you covered.

We will shortly start work on our legendary January Toy Fair Preview edition -

‘the beast’.

It will be the biggest and best issue in which to highlight your new launches for 2022.

So whether you’ll be unveiling your latest ranges in London, Nuremberg, New York or just in your own showroom, make sure all toy retailers know about your new launches by showcasing them in this exciting issue.

Get in touch to discuss how you can be a part of this issue.

For Editorial (Deadline 1st December)

For Adverts (Deadline 14th December)

Rachael@toyworldmag.co.uk Sam@toyworldmag.co.uk

John@toyworldmag.co.uk Mark@toyworldmag.co.uk