Toy World Magazine September 2020 by TOYWORLD MAGAZINE

September 2020 Volume 9 Issue 13

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The Team...

CONTENTS September 2020 Volume 9 Issue 13

John Baulch

30 Company Profile: Toynamics

34 Feature: Pocket Money & Collectibles

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

Anita Baulch

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

News

Regulars

Features

07 From the Publisher 08 News 18 Industry Moves 20 Marketing World 24 Licensing World 100 Allegedly

28 NPD column 32 Viewpoint 74 Talking Shop

30 34 56 72 82

Company Profile: Toynamics Feature: Pocket Money & Collectibles Feature: Pre-Christmas Marketing Feature: Indie Show Off Retail Profile: Learning Express

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

56 Feature: Pre-Christmas Marketing

72 Feature: Indie Show Off

Lisa Currie

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

Mark Crowford

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

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here are certain fixed points in the calendar around which my year traditionally revolves, with the summer months being no exception. Kids break up from school in the third week of July – while mine are long past that stage, it does mean that my journey into the office becomes infinitely easier for six blissful weeks. Then, in a normal year, there are family holidays, trade shows and business trips to juggle over the summer months: each a tentpole in its own way, something to look forward to and to plan around.

posts we have admired, so we were delighted to speak with him to find out how specialist toy retailers are faring across the pond. You can read that interview on page 82, where it forms part of our ‘Indie Show Off’ section, which also features the thoughts of a host of UK independent retailers, along with a selection of the latest products that suppliers will be launching in the coming months. There is a wealth of exciting new toy product about to hit the market, which will hopefully help the specialist trade to have a strong Christmas trading period.

Sadly, 2020 has seen the natural order of things thrown into disarray: for starters, kids haven’t been in school since Easter. One by one, trade shows and business trips have fallen by the wayside, while the family holiday bit the dust months ago. I know we’ve all enjoyed a good game during lockdown, but quarantine roulette was not one we wanted to play. On the plus side, the uncertainty over international travel has led to an increasing number of people taking staycations, which in turn has delivered a welcome boost to domestic toy retailers.

Because, despite the many encouraging signs, indies still need all the help and support they can get – you only have to look at the Amazon Q2 numbers to see what they are up against. Amazon’s Q2 sales increased by 40% and net profits doubled to over $5bn. Clearly, the online giant has been invaluable to toy suppliers and even many toy retailers across the globe in recent months, but equally we must not forget the little guys. I’ve said it before, but we do all need to support each other through these crazy times and as one supplier pointed out: “I can’t believe people are not taking indies seriously. Forget all the fluffy stuff- the fact is we get much better margins from these guys than anybody else!”

Indeed, as this issue has been designated something of an ‘indie special’, we’ve been speaking to a host of specialist toy retailers recently, and it’s encouraging to hear how many of them have been pleasantly surprised by the level of business that they have been enjoying since they re-opened. Sales in physical stores continue to improve with each passing month, while toys continues to be one of the stronger-performing markets - a lot of other retail sectors have it far tougher than we do. Of course, it was a shame that both Toymaster and AIS had to cancel their September shows, but the festive season is coming and Toymaster members have come out of lockdown – to quote managing director Ian Edmunds – “far better placed financially, physically, mentally and geographically than we would have dreamt possible in March.” Smaller towns have benefitted from the number of people working from home and shopping local – and, of course, this is where many indie retailers are located. Almost all the specialist retailers we have spoken to have suggested that while footfall remains slightly down, there are fewer people simply browsing and, generally, basket spend is up. This welcome trend is not just being seen by UK retailers - many specialists across the globe have reported similar experiences. Indeed, for this month’s retail interview, we’ve looked further afield than usual – Lake Zurich, Illinois to be precise. Learning Express franchisee Rick Derr has long been someone whose informative and entertaining LinkedIn

Along with our dedicated indie section, this month’s in-depth product features include a look at the pocket money and collectible category, which has started to pick up significantly since stores re-opened, as well a round-up of pre-Christmas marketing campaigns. If that wasn’t enough, we also have a standalone supplement devoted to the games and puzzles category, one of the shining sales stars of the lockdown months. Traditionally Q4 sees a major uplift in sales of games and puzzles, but 2020 has seen many suppliers struggling to keep up with demand over the first half of the year – something none of us has ever seen before. Hopefully this has ignited a passion for game-playing that will see festive sales reach even greater heights – and maybe even boost sales of new or different lines, in addition to the time-honoured classics which always perform well. If you’re looking for new ideas to freshen up your games and puzzles offering, our exhaustive 56-page supplement is a great place to start, as it features just about every supplier of note within the category. Now that summer has drawn to a close, we can begin to focus on the crucial festive season – and this year, it will be more important than ever for the toy community. Here’s hoping we can continue the extraordinary performance the toy market has enjoyed so far in this most strange and unusual of years.

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News Spielwarenmesse will take place in January, says organiser BTHA releases update on London Toy Fair The British Toy and Hobby Association has sent a detailed update to exhibitors regarding the upcoming London Toy Fair, which is scheduled to take place 19th21st January 2021. The statement reads: “At the end of July, after much campaigning from the events industry, the PM announced in quite a low-key way that business events, including exhibitions, would be given a ‘go live’ date of October 1st. This is ‘conditional’ however and subject to a series of caveats including: a stable climate, no increase in the R rate, ‘test and trace’ being operational and a series of pilot events later this month to put the new health and safety measures into practice.” “We are awaiting further updates both from the venue and the government- the guidelines are subject to change at any point, so we are keeping a keeping a keen eye on developments as well as being in close contact with our key contractors. Currently there are some parts of the government guidelines, including the number of people permitted in the halls at any one time, that have caused concern across the events industry, and are therefore still being discussed and determined.” While the BTHA is doing everything in its power to ensure London Toy Fair can go ahead, it has also announced that, in the event of a cancellation, all exhibitors will be fully reimbursed for their stand space. This will be welcome news to the trade; Spielwarenmesse recently amended its terms to offer the same reassurance. It is hoped that other major trade shows will follow suit. All exhibitors have also been sent a DCMS approved ‘All Secure Standard’ (put together by the Events Industry Alliance) which highlights the key health & safety measures the BTHA will be looking to intensify, in order to safeguard attendees and mitigate risks. The full exhibitor manual will be published in September. For more information, contact Majen Immink, director of Fairs & Special Events - majen@btha.co.uk.

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The organiser of Spielwarenmesse has announced that the international trade fair will be going ahead as scheduled in January 2021, ending speculation that the event would become one of a long list to be cancelled due to coronavirus. Spielwarenmesse eG has collaborated with venue operator NürnbergMesse and the relevant health authorities to develop a Health & Hygiene Concept. Visitors and exhibitors will only be allowed entry if they are in good health; attendees who have been in contact with someone infected with Covid-19 in the previous 14 days, are displaying symptoms of a respiratory illness or are running a raised temperature, will not be admitted. Visitors are also being urged to observe a 1.5 metre social distancing rule across both the site in general and during meetings, necessitating a widening of the aisles. Face masks, hand washing and observance of ‘coughing and sneezing etiquette’ will also play an important role in the concept, alongside a stringent disinfection routine and ventilation systems to exchange air. Visitors will be required to register in advance for their personalised tickets and passes; this will also make it easier to contact attendees after the show, if needs be. According to an official statement, some 90% of exhibitors have booked their stands for the show and familiarised themselves with the Health & Hygiene Concept. Ernst Kick, CEO of Spielwarenmesse eG, commented: “When it comes to personal encounters and sound buying decisions, trade fairs are more important than ever. Particularly in our industry, they are an indispensable driver of growth. That is why we’re doing all we can to stage Spielwarenmesse 2021 – the most important industry hub of the year – whilst ensuring that it is as safe and enjoyable as possible.”

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News Argos unveils Top 12 Christmas Toys Lego’s Adventures with Mario Starter Course and the Technic Lamborghini are joined by Hasbro’s The Child Animatronic Edition. Interactive pets are again proving popular; with Character Option’s Little Live Pets Gotta Go Flamingo and MGA’s Dancing Poopsie Unicorn both featured, alongside tech toys such as the Fisher-Price Rollin’ Rovee from Mattel, and the VTech KidiZoom Studio. L.O.L Surprise! OMG Fashion Dolls Series 3 from MGA and the Paw Patrol Dino Rescue Dino Patroller from Spin Master have made the list for a third and fourth year in a row respectively, joining Kid Kreation’s Design A Friend Sienna Doll, Character Options’ Laser Battle Hunters and Spin Master’s Hatchimals Pixies Crystal Flyers. Research conducted by Argos shows that parents have become more selective with their toy choices, opting for quality, long-lasting items. A quarter of Brits (25%) expect to spend over £200 on their most expensive toy this year, says Argos, while sales of toys costing over £300 have risen 60% year-on-year. Nearly a third (29%) of parents say they would buy a toy worth more than £100 if they felt they could also enjoy playing with it, and 59% said they consider a toy’s longevity before making a purchase. Juliet Ward, head of toy buying at Argos, said: “This year’s top toys list offers a huge variety of new products, ranging from toys inspired by the biggest TV and gaming franchises to bizarre – but crucially, fun – pooping animals. This year it’s heartening to see so many toys that will encourage families to spend time together, whether that’s putting together a Lego Lamborghini or reminiscing over the Mario games of the 80s and 90s.” The Argos Top 12 Christmas Toys: Lego Technic Lamborghini – £350 (Lego) L.O.L Surprise! OMG Fashion Dolls Series 3 – £32 (MGA Entertainment) Lego Adventures with Mario Starter Course – (Lego) Poopsie Dancing Unicorn – (MGA Entertainment) The Child Animatronic Edition – (Hasbro) Paw Patrol Dino Rescue Dino Patroller – (Spin Master) Little Live Pets Gotta Go Flamingo – (Character Options) Fisher-Price Rollin’ Rovee – (Mattel) Design A Friend Sienna Doll – (Kid Kreation) Kidizoom Studio – (VTech) Hatchimals Pixies Crystal Flyers – (Spin Master) Laser Battle Hunters – (Character Options)

John Adams parent Toy Brokers Holdings acquires Peterkin On 31st July, the Peterkin Group of companies was acquired by Toy Brokers Holdings Limited, the parent company of John Adams. Peterkin is well known for its range of dolls and kites, trading under the Dollsworld and Brookite brands, which are both distributed in the UK, Ireland and internationally. Peterkin UK, based in Leicester, is in the process of being fully integrated into the Toy Brokers Holdings ‘Hercules House’ operation in Alconbury, but will continue to operate as a separate entity with a dedicated sales team. Peterkin Asia will continue to operate under the direction of Simon Blacker, its managing director. Simon Pilkington, group managing director stated: “We are delighted to have completed the acquisition of the Peterkin Group of companies, which will strengthen our portfolio of brands and support the group with additional logistics, product development and international sales support.”

US court ruling means Amazon can be held liable for defective goods The online retail platform Amazon, which grew its third-party sales 53% during the height of the pandemic, has been dealt a blow by a US court ruling that will now see it held responsible for defective, faulty or unsafe products - and the injuries caused by them. The ruling followed a case filed against Amazon by Angela Bolger, who bought a replacement laptop battery via the online retailer’s marketplace and subsequently suffered third-degree burns when it caught fire. Previous to the ruling, Amazon has been legally regarded as a ‘service provider’, a label that has allowed it to sidestep responsibility, landing it instead on the third-party sellers that use its marketplace platform. However, the court ruled that as Amazon oversees every step of the retail experience, it should therefore be held accountable for the products sold. Toy suppliers and retailers have long been frustrated by Amazon’s apparent reluctance to tackle the sale of dangerous or counterfeit toys, games and kids’ products sold via its third-party marketplace, with both the BTHA and TIE having previously called for much stronger legislation that would force e-tailers like Amazon to take action. This ruling will come as very welcome news to many in the toy industry. Outside the UK and Europe, Amazon faces a number of ongoing product liability cases across the US at both state and federal courts; both Ohio and Pennsylvania’s top courts are considering the issue.

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News newsanalysis

The (new) art of negotiation Well-known toy industry figures Wendy Munt and Vance Withers have teamed up to introduce a brand-new training programme tailored to the toy market, which reflects the evolving trading conditions which retailers and suppliers are facing – The Negotiation Game. Toy World finds out more about this exciting new initiative. The retail world will be a very different place after the pandemic. Businesses from every sector will have to adapt to the ‘new normal’, with the likelihood of greater expectations on all sides, together with increased competition for retail space and, unquestionably, more remote presentations. Major retailers will be flexing their financial muscles, so suppliers’ customer facing teams will face even greater challenges to secure or recover their share of the marketplace. However, as business changes, it is also true that new opportunities will arise, and teams will need to be ahead of the game at every customer meeting to take advantage. To help suppliers meet these new challenges and make the most of fresh opportunities, two well-known and highly knowledgeable toy industry stalwarts - Vance Withers, former group sales director, and Wendy Munt, former buying manager - have used their real life industry experience to create The Negotiation Game. Unlike many generic, off the shelf sales courses, this fast-paced workshop is specifically tailored to meet the needs of the toy and gift sectors. The course focuses on developing the commercial skills, knowledge, behaviour and new perspectives that will be required to meet the changing needs of an everdemanding marketplace. Practical commercial and planning tools are a key element of the workshop, and delegates are shown how to implement them to optimum effect. Talking exclusively to Toy World about The Negotiation Game, Wendy Munt commented: “I’m excited to be working with Vance and can’t wait to start delivering this dynamic workshop. Combining our respective buying and selling knowledge, skills and perspectives makes this a compelling and unique negotiation programme, which will deliver immediate results. The Negotiation Game will help all customer-facing teams respond to the fast moving, unexpected challenges they now face, and help them to seize new opportunities.” Uniquely, this collaboration is the first time that a buyer and seller with

many years of industry experience have joined forces to share perspectives and success metrics in a negotiation workshop. Vance explained: “I have always wanted to run a negotiation workshop that brought together both sides of the negotiating table, so I’m delighted to be working with Wendy on this initiative and I’m really excited by what we have developed. With content and formats that can be customised to meet each customer’s specific business needs, this workshop ensures that classroom learnings are immediately applicable. So, whatever the ‘new normal’ turns out to be, you and your teams will be ready to meet the new challenges and make the most of the opportunities. The best negotiators are not necessarily the smartest individuals or the ones with the most experience. To be consistently successful, it is critical to follow a process which ensures that you are clear on what your expectations are, that you’ve considered all the options and that you’ve costed every scenario. Negotiation is not a game of chance.” One-day (Foundation) and two-day (Masters) modules are available: both courses are highly interactive, with participants getting hands on from the start. Each delegate will receive feedback and support throughout the day, while Vance and Wendy will also offer face-to-face and on-line support and follow up. As Wendy explained: “We fully appreciate that ROI is a critical factor when considering any investment in development. Whether you choose the one-day Foundation or the two-day Masters programme, we’ll show you how to make changes that will pay back straight away.”

To find out more about The Negotiation Game or to book your team on a forthcoming course, you can contact Vance on 07774 773707 vance@496partnership.com or Wendy on 07770 765816 wendy@beinspiredconsulting.net.

Rubies and Bristol Novelty to merge as MD Holly Oldham steps down Rubies Masquerade Co. and Bristol Novelty have announced the merger of both operations and office functions. Mike O’Connell, COO Rubies Masquerade and MD Bristol Novelty, will lead the integration and merger of resources, facilities and processes. Having successfully restructured and modernised the Bristol business over a two-year period, Mike has been building the foundations to bring the Rubies UK group of companies together. MaskArade Co was integrated into Bristol Novelty earlier this year, and considerable resources will now be consolidated into one operation. In a statement, executive director Peter Warton commented: “The new Rubies trade website that launched on 19th July marks the beginning of our transition to eCommerce and tech led partner engagement. Those in the know can’t possibly miss the similarity to Bristol’s established trade website. Forward ordering, fulfilment services and bulk order upload are just a few of the tools now available to all our customers. But like many organisations around the world, Rubies group of companies must adapt and change to navigate the significant economic consequences of Covid-19. Today we say farewell to Holly Oldham, and of course thank her for her significant efforts. In addition to her return stint as MD, Holly has been a long term, talented licensing executive with Rubies UK over many years. Rubies wishes her well for the future. To all our partners, we wish you success for the coming season.”

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Ready, steady, go at Nikko Toy World caught up with RC specialist Nikko Toys’ head of international sales (EMEA), Simon Juniper, to find out if Covid-19 has impacted its planning for this year, the big Christmas lines to look out for and how the company’s marketing plans will support them in the marketplace.

How has the pandemic affected Nikko’s plans for 2020? While there have been some challenges this year, Nikko Toys has met them head on and overcome them. We’ve worked hard to reduce our lead times across Q2 and Q3 orders in anticipation of markets reopening and have been developing digital presentations for our 2021 introductions. To be honest, our focus and plans for the year have not changed much. Though 2020 is only our second year of trading, we’ve been able to deliver 100% of our orders on time, even though they’ve exceeded the targets set for the year. We’ve not felt the decreases that some other companies have been impacted by. The varying impact of the virus on different international territories, as well as the differing lockdown rules implemented by governments, are out of our control. What we can focus on, however, is having product readily available and intelligently positioned, so that when the smoke begins to clear we can meet the needs of our partners and customers can regain the confidence to place additional orders. Our biggest focus is on the development of our toys, and we are very excited for the upcoming launches.

What are your key releases in the UK for this Christmas? The new Color Wheels and Speed Swipe cars, from our Road Rippers range, bring some sorely missed innovation back into the Lights & Sound vehicle aisle. With its colour change technology and our touchless racing Try-Me’s, the Road Rippers brand continues to bring excitement and theatre to retail shelves in the form of quality products.

In Nikko RC, the focus is on high performance. Whether that be in our batteries, our motors or our innovations, the heart of our Nikko line is its ability to leave the competition in the dust; we’re all about waterproof, USB rechargeable, full suspension, high-powered RC cars that can drift, drive on water and tackle any terrain. Our Omni-X demonstrates the level of innovation you get at Nikko. Often imitated, but never replicated, our wheel-in-wheel construction gives driving and drifting a new dimension that kids are going to love.

How will you be promoting these new launches to consumers over the coming months? Helping our customers and consumers understand the quality and performance of our items is vital, especially in today’s world of ‘plastic by the pound’ toys. We’ve planned all kinds of fun initiatives across different platforms: challenges on social media, racing events in toy stores, promotions on social media and a TV campaign for Omni X. Nikko lines will also be included in most Christmas toy catalogues. While the activities will vary from market to market, we’ve endeavoured to make sure that Nikko will be at the top of wish lists this year.

What are your aspirations for the Nikko brand this year? The Nikko brand has been a category leader for the last 60 years. Nikko Toys is now continuing this tradition with its innovative RC range, which seeks to excite users across the globe with its special functions and stunning performance. We’re aware of kids’ evolving demands when it comes to toys, so we make sure that our products offer impactful features to excite the imagination. In everything we do, our overarching goal is to give future generations the same sense of wonder and amazement that we had when we first played with RC cars.

Obituary: Wilf Shorrocks It is with much sadness that we report the passing of Wilf Shorrocks. Wilf spent most of his working life in the toy industry, including stints at Dumbee Combex Marx, Hornby, Triang Toys and Pedigree Dolls & Toys. In the early 1980s, he established Acamas Toys, where he worked with friend and colleague Kim Carter. After that, Wilf launched a licensing company, Just Licensing, which developed two leading children’s brands, Butt Ugly Martians and Jellikins. Wilf was also responsible for the extremely popular Puppy in My Pocket brand. After Just Licensing was dissolved, Wilf retired from the toys business and became interested in buying antique items. Former colleague Malcom Evans told Toy World: “Wilf was a flamboyant and fun loving character; I had a great fondness for him. He will be remembered for his happiness and positive attitude.” Our thoughts are with Wilf’s wife Paula and his friends and family at this sad time.

CMY

News newsanalysis

The bright stuff Educational toy specialist TopBright is poised for further international growth following success in China and the US, and the opening of its new German office. Toy World spoke to Tobias Eberlein, international sales manager, TopBright GmbH, about the company’s search for a UK distributor and what its products offer.

What can you tell us about TopBright and its history? TopBright Animation Cooperation was founded in 1989 in Hangzhou, China, and has specialised in educational toys for more than 30 years. Everything we design is done so in a way that reflects our goal to Light up Childrens’ Talent. We want to help children nurture and develop their instincts, support a critical period of growth and help discover the unlimited potential within each child. Our vision is to build the world´s most influential developmental toy brand, serving a different age group by developing both the physical and mental strength of today’s children. We currently employ over 200 office workers around the globe and around 2,000 factory workers. TopBright also owns three Chinese factories specialising in wooden and plastic toys. We’ve also just opened our European office, with a showroom located in the heart of the ‘toy city’, Nuremberg.

What kind of toys does the company specialise in, and what do these toys offer retailers? TopBright is committed to providing eco-friendly and educational toys for children up to six years of age; at the moment we own two brands that provide holistic solutions encompassing toys, videos and curriculum content which aids the development of scientific thinking. More brands are currently under development. To support our eCommerce customers, we’ve developed strong and systematic marketing campaigns that have already proven successful in the US and China. These campaigns can be localised for UK consumers. A variety of images, videos and other marketing assets are also available.

What is TopBright looking for in its new distributor? What can the distributor look forward to from the partnership? We started selling our products on Amazon a few years ago, and it’s been clear from day one that consumers love the design and the functionality of our toys. We see our success on Amazon as a good foundation from which to broaden our distribution in the UK. To this end, we’re looking for a passionate company that wants to partner with an ambitious, growing brand, forming a partnership that will support our growth strategy over the coming years.

What plans does the company have as we head towards Christmas and 2021? We have plans to open a German warehouse in January 2021, which will support our distribution partners and guarantee fast and uncomplicated availability of goods throughout Europe. We’re also developing a number of launch campaigns for new products to firmly cement them in the marketplace.

How can interested parties contact you to find out more? Anyone interested can look at our website: www.TOPBRIGHTtoys.com. For further information, I will be happy to answer all questions personally - please reach out to eberlein@topbrighttoys.de.

John GmbH appoints Kids International Marketing John GmbH has announced the appointment of Kids International Marketing as exclusive agent in the UK & Ireland for its range, exclusive of the inflatable ball business, which will remain with long standing UK partner John Leisure. Andrea John, joint managing director of John GmbH, commented, “Retailers in the UK & Ireland may be less familiar with our product range beyond balls, which has greatly expanded over the years.” The John GmbH portfolio covers lines such as its classic pop up tents and quality wooden outdoor products, as well as sports, aquatic and fitness ranges. In line with its strategy to deliver great trade and consumer value, Kids International Marketing will be offering the range FOB China and ex works Germany. John’s portfolio also includes multiple character licences, including Minions, Jurassic World, Paw Patrol, Peppa Pig, Spiderman and Frozen. The company is previewing its spring/summer 2021 offering now. UK retailers should contact Wendy Wood on wwassociates1@outlook.com or call 07399 623971. Irish retailers should contact McCabe Marketing & Sales by emailing liam.mmsales@gmail.com, or call 086 023 0233. Or contact briancolgan.sales@ gmail.com or call +385 086 833 2194. Agents interested in joining the Kids International Marketing UK sales team please contact Kim Carter kidsinternationalmarketing@gmail.com or call 07770 661461.

Benbat debuts range of travel toys and accessories Founded in 2008 by experienced industrial designers and brothers Costa and Paul, Benbat’s mission is to inspire and simplify life for parents and caregivers in a fresh, fun and functional way. The company’s products are now distributed in more than 30 countries worldwide. Benbat’s professional design team approaches the world from the viewpoint of the kids who use the products. The result is that everyday activities become an invitation to play, as each product entertains the child with age-appropriate stimulation. Each product is manufactured to global quality standards with safe, durable and easy to-clean materials that will withstand the pressures of playtime. Most Benbat products are multifunctional. The Dazzle Friends Rainbow Play Arch is double sided and equipped with a full range of developmental toys, each with its own unique look and feel, including a full-motion ‘Dazzle Effect’. The award-winning GoVinci line uses everyday items to encourage youthful creativity. Each item in the GoVinchi backpack, trolley and lunchbox collection features a clear outer display frame in which kids can showcase their latest sketches, drawings and paintings. The items also double as a solid stop-and-draw work surface. An innovative range of travel accessories is also available, to make short trips and longer journeys more enjoyable for babies and parents alike. The Active Baby Car Mirror gives parents a quick and easy view of their baby, while the baby itself can enjoy sensory surprises including four melodies and four white noises, Dazzling Ears and a cute face. The Bubble Dream Car Sunshade has been specially designed to create a colourful environment and entertainment for on-the-go kids, while the YummiGo2 Feed and Go Booster doubles as a sturdy storage box and carry case. For more information on Benbat’s extensive range, visit www.ben-bat.com.

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Industry Moves MV owner, Tandem Group, announces changes to senior board

Phil Ratcliffe

Stephen Grant

The CEO of Tandem Group, Stephen Grant, will step down from the role after 30 years with the business. In July, Mervyn Keene also retired and stepped down as a director. Stephen, who is the current MD of MV Sports, has accepted a new position as nonexecutive chairman, which came into effect from 1st August 2020. Jim Shears is set to take up the position of CEO of the group, while Phil Ratcliffe and Jim will become joint managing directors of MV from the same date. In an email sent to company stakeholders, Stephen said: “I would like to thank Mervyn for the tremendous support he has given me since the acquisition of MV by Tandem in 2003 and in the last 10 years in my position as CEO of the group. I wish him all the best in his retirement. I would also like to thank you all for the support you have shown over many years to both me and the company. The company is in great shape for the future, and I leave it in the very capable hands of Phil and Jim to take it forward in the coming years.” Toy World would like to wish Stephen all the best in his new role, as well as Mervyn, Jim and Phil.

Hamleys CEO steps down after just seven months The chief executive of Hamleys has left his role a mere seven months after Reliance Brands, the retailer’s Indian owner, appointed him. Reports indicate that no reason for his sudden departure at the end of August has been given, and it is not yet known who will take over the role. Reliance Brands bought Hamleys in May 2019 from C.banner International, a Chinese company which had owned the business for more than three years. The £70m sale was Hamleys’ fourth change of ownership in 15 years; a number of previous international shareholders had tried and failed to expand the brand globally before C.banner acquired it. The toy retailer has suffered badly during the pandemic; its London flagship store was forced to temporarily shutter during lockdown, and the lack of tourism and lower footfall has continued to impact sales. The same is true of London’s West End retail scene in general. Figures from the New West End Company (NWEC), which represents 600 businesses in Oxford Street, Regent Street, Bond Street and Mayfair, indicates that consumer footfall in this area was -63% down compared to August figures last year.

PlayMonster appoints Jeff Freeman as VP global operations

Toynamics Welcomes new national account manager

Following the recent appointment of Tim Kilpin as president, PlayMonster has announced another high-profile executive hire, as Jeff Freeman becomes PlayMonster’s new vice president global operations. Jeff, a veteran senior-level business management and operations executive whose career includes 20 years in leadership positions at American Girl/Mattel, will join the team in the newly created role, reporting to CEO Bob Wann and based in the company’s corporate headquarters in Beloit, WI. Jeff will lead and oversee the management of all areas of manufacturing (distribution, supply chain, QC, production and maintenance) to build and develop operations that support the company’s long and short-term planning and strategic direction. For the last several years, Jeff has run a successful business management consulting practice, while also serving as an Adjunct Professor at the Milwaukee School of Engineering. Previously, he served as SVP – Supply Chain for American Girl from 2002 to 2016. Having completed his MBA in Operations Management from the University of Chicago, Jeff is poised to continue the ‘momentum and aggressive growth’ seen at PlayMonster in the last three years. Bob Wann, CEO and chief PlayMonster, commented: “Jeff brings yet another significant, high level of experience to our leadership team in a very exciting growth period at PlayMonster. With PlayMonster’s focus on global growth, new acquisitions and franchise development like Snap Ships, I could not be more pleased.”

Toynamics UK & Ireland has announced the appointment of Emma Finch as national account manager. Emma brings her experience of Skip Hop to the company, which is poised to begin an exclusive distribution agreement for the brand. Emma has previously worked at Skip Hop UK, and has extensive experience of the nursery industry. She will be integrating the Skip Hop and Hape ranges with her customers. David Allan, MD, commented: “I am delighted to welcome Emma into the Toynamics team, where I’m sure she’ll be a valuable asset in helping to spearhead Skip Hop Sales”. For more information on Skip Hop, please contact sales@toynamics. co.uk or call +44 (0) 116 478 5230.

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Marketing World TV campaign delivers success for KAP Toys On Saturday 25th July 2020, Harry Potter Magical Capsules achieved the No. 1 spot in its Amazon category as the TV campaign drove sell-out and demand to what the company states are record heights. The TV campaign aired across Pop, Pop Max, Nickelodeon, ITVB, CITVB, CITV, ITVBe, and Cartoon Network. The sales response was instant and emphatic, with retailers seeing a rapid increase in demand for the product. Nathaniel Southworth, managing director, said: “We know we have a great product here and the TV response has been awesome. It is great to be able to cite the Amazon ranking as a demonstration of the success, but it doesn’t tell the full story; the item is being sold above SRP, at £11.99, and it keeps going out of stock on this channel. All these sales will be followed by repeat purchases, as kids build up their collections, so we’ll now be working hard to make sure all retailers can enjoy success as we continue the march towards Christmas.” Product is available for immediate shipment. All order enquiries should be emailed through to orders@kaptoys.com or retailers can call Neil Leah, head of sales, on 07887 998528.

Schleich kicks off 85th anniversary celebrations It’s a big year for Schleich, as the company celebrates its 85th Anniversary. Birthday celebrations kicked off in August with the release of a limited-edition Golden Lion figure. Schleich says its Golden Lion, which features a glittering mane, is a symbol of pride and dignity that represents the company’s fond reflections on the past 85 years. In addition to its striking golden coat, six colourful brush strokes on the lion’s hindquarters reflect the hand-painted finish all Schleich’s figurines enjoy. They also represent the six franchise play worlds in Schleich’s current portfolio. This final anniversary product also represents the pride of the Schleich workforce – employees were given the opportunity to submit their own ideas for the limited-edition anniversary creation. ”Although we’ve have had to curtail some of the physical birthday celebrations, we are still proudly celebrating this milestone achievement” said Paul Dearlove, marketing manager at Schleich UK. “The unique Golden Lion is arguably the most stunning figure that the company has ever-produced, and we are expecting it to be extremely popular with fans.”For more information about the 85th Anniversary or any other queries, contact the Schleich team on 01279 870 000 or email schleich@schleich-s.co.uk.

How to win friends and influence people… Laura is co- founder of Viral Talent, where Alex is talent and brand director. Viral Talent is an agency which executes effective influencer marketing and has delivered international influencer campaigns for the biggest brands in the world. Get in touch at laura@viraltalent.co.uk. Are you starting to think about what offers you will be running for Black Friday on 27th November? How about your Christmas campaigns? Recent research from eBay has shown more Laura Edwards than a quarter (27%) of UK consumers are planning to start Christmas shopping and prepare for the 2020 holiday earlier than usual, yet another way in which consumer and buying habits have changed in 2020. According to Bazaarvoice Network data, there was a 90% increase in page views for online toys and games in April 2020 versus April 2019. With Toys and Games sitting in the top 5 categories of searched items online, it’s important that these brands are planning their eCommerce Black Friday and Christmas campaigns. Providing a seamless Alex Chavez-Munoz user experience online will help brands to succeed during this challenging phase. This period will prove a key time for consumers to try new brands that they perhaps wouldn’t have before. Therefore, brand campaigns must be both adaptable and flexible in order to respond to changing consumer needs and behaviours. More and more consumers are turning to influencers to see video reviews of products

that it is now harder for them to try themselves before purchasing, and this should result in consumers discovering new toys and games as part of their new shopping experiences. According to eBay research, amongst the most popular new hobbies taken up during the lockdown are: • Board games or jigsaw puzzles (10%) • Crafts (10%) • Video games (9%) • Drawing or painting (7%) • Musical instrument (4%) Of those who took up a new hobby, three quarters (75%) intend to continue with it for at least the rest of the year. At the Viral Group, we’ve created a #blackfridaysquad of authentic influencers from micro to macro that will complement your brand and engage with consumers to meet your ROIs. Get in touch to find out more about how to work with our #blackfridaysquad influencers, and how we can assist with planning your best ever Christmas campaign. We can also take you through our bespoke influencer platform, which provides that extra layer of data and information needed for any influencer campaign.

Toy World 20

Marketing World Vivid details Q4 marketing plans for games Vivid is thinking outside the box this autumn/winter for the company’s marketing plans across its games portfolio, with new arrangements in place. “With the exciting launch of new games and the continuation of our successful range, we have shifted our focus from traditional kids’ TV advertising to also include parent-targeted campaigns on Facebook and Instagram,” explained assistant brand manager, Lucy Vaughan. “This allows us to strike up communication with mums and gifters to tell them about our games, including Shark Bite, Gator Golf and new launches Johnny the Skull, Banana Blast and Burping Bobby.” In addition, there will be parent-targeted YouTube pre-roll with content created specifically for adults. This will be used to support the kids-targeted TV ads which launched on 10th August and will continue throughout the season. Family games will also air on TV from October, and airtime will include family favourite films. Vivid is also launching a digital campaign for its family games, including Wordsearch and On Your Marks, on Mumsnet. The campaign will include influencer content and sponsored discussion, as well as display ads on its web page and active daily takeovers. With the launch of the new Escape Room: The Game 2 and expansion packs, Vivid is working with KidsKnowBest and Norton PR on a TikTok campaign for the game which will set challenges for TikTok creators with the hashtag #EscapeYourRoom. The creators being used have a high engagement rate and the campaign will reach 500,000 people.

Opinion

Content, content, content As brands compete for their share of voice in a highly competitive children and family market, content is often key to achieve visibility and engagement.

lot has changed in the past six months in the media world: from cinemas shutting down, to SVOD dominance and the acceleration of digital media consumption in general. What, on the other hand, remains unchanged for the children and family demographic, is the huge appetite for content, consumed in a variety of formats and made available on platforms that are constantly proliferating. The latest Giraffe Insights study shows that content is the “ultimate motivation” for children when it comes to viewing and choosing the platform from where to enjoy it. With such a proliferation of platforms, viewing is now driven by the needs of both children and parents. The top three key motivations to view for children are: featuring their favourite content (44%), allowing them to spend time with their family (23%) and forming part of their daily routine (20%).

When it comes to parents, they choose content tat: keeps their children entertained (48%), is safe and age appropriate (45%), and is good quality (38%). However, the vast number of platforms and services are making it difficult for content providers to make their offering visible, discoverable and window it in a coherent and strategic way. As we know, this is especially crucial if the objective is to create a longterm franchise with a successful licensing programme. We know that whilst digital consumption is on the rise, children and their families still prefer to consume content on the big screen, on TV. In fact, if the primary objective of a content developer is to rapidly generate the critical mass of audience and brand validation that is needed for product sell-in, then traditional broadcasting should be considered as the first step of a windowing strategy. This can be complemented later on, by utilising other digital services such as connected TV and YouTube. This is a valid solution even if the content is the non-traditional broadcaster format, short form for instance.

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Greta Bisetto-Donelan Global director of Entertainment and Innovation, Generation Media Greta.Bisetto-Donelan@generationmedia.co.uk Generation Entertainment has recently led the creation of a long-term partnership between IMC’s Cry Babies and Nick Jr. which will kick off this September. The partnership will include on-air content placements, a bespoke digital hub and social media activations, utilising the broadcaster platforms to engage with parents. We are excited about the opportunities offered by a diverse and vibrant media landscape and we are embracing a variety of solutions to bring the right content to their audiences. To find out more about featuring your brand and content to be on the big screen, please get in touch on the email above.

Licensing World Sinco Creations unveils collectible mini puzzle range Sinco Creations, part of the Singleton Trading umbrella, has announced a partnership with YWow Games for the launch of a range of iconic collectible mini puzzles. The range of 50-piece jigsaw puzzles will be launching with two key brands – Kellogg’s and Pringles. The Kellogg’s range features six designs: Crunchy Nut, Cornflakes, Special K, Coco Pops, Frosties and Rice Krispies. Each design comes in a box which is designed to reflect the iconic mini packs of cereal which adults and kids are so familiar with. A combination of strong brand identity and pick up price points will allow consumers to collect the whole range. A CDU is available to enhance point of purchase impact. The Pringles range features five popular flavours: Salt n Vinegar, Cheddar Cheese, Sour Cream and Onion, Texas Barbeque and Original flavour. Each 50-piece puzzle comes in a tube which reflects the iconic design of the Pringles tube – even down to the lid, which pops off just like the real thing. Singleton Trading’s Daniel Smith told Toy World: “We’re really excited about this new launch - retail reaction has been amazing. Crafted from recyclable and ecologically sustainable materials, the puzzles are environmentally friendly, as well as great fun. Stock of both the Kellogg’s and Pringles ranges will be available in September, and further additions to the range will follow in the coming months.” For more information please contact Daniel Smith: daniel@singletontrading.com.

Wilton Bradley’s VW Kids Play Tent recognised in Right Start Awards Wilton Bradleys VW licensed range of outdoor products is going from strength to strength this summer. The company’s talented UK design & buying team has taken VW’s instantly recognisable design and combined it with Wilton Bradley’s most popular outdoor products, resulting in an appealing range for fans of the iconic vehicle brand. Named among this year’s Right Start Award winners, the VW Kids Campervan Tent is an officially licensed scale replica tent of the iconic 60′s VW. Perfect for indoors and outdoors play, this is an easy pop-up tent that doesn’t require pegging or complicated instructions. Up to three kids will fit inside, making it ideal for family holidays, trips to the beach or park, or a themed indoor playtime. UPF50+ protection will keep kids safe from the sun’s rays. The tent also folds away to a compact size for easy storage and is made from a long-lasting poly Oxford material with PU coating for durability. Matching full-size sleeping bags are also available for kids wanting to sleep over or camp out in their tent.

Interplay launches Peppa Pig Grow & Play range Interplay UK has launched the new Peppa Pig Grow & Play range. Following the success of My Fairy Garden, the brand encourages children to plant ‘easy-to-grow’ seeds and nurture their plants, while interacting with Peppa Pig characters. In the new range, kids can choose from Peppa Pig, her brother George and their friends Suzy Sheep and Rebecca Rabbit. The first sets in the range, Peppa Pots, are colourful flowerpot houses for Peppa, George and friends to grow their own plant - cress, pea shoots, basil or red amaranth. The four collectible Peppa Pots attach to each other by clipping the fence from one set to the house of another, to form a Peppa Pig street. Meriç Pekcan-Butcher, marketing manager Interplay UK, commented: “We are really excited to introduce the new Peppa Pig Grow & Play range. We have already seen a huge interest on social media with lots of positive feedback. Influencer campaigns will be running over the next few months, showcasing how lovely the fun and greenfingered grow & play concept is. We are also supporting the new brand with digital marketing, lifestyle PR campaigns and awards programme running over summer to Christmas.”

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Licensing World Paw Patrol themes and licensing partners revealed Paw Patrol, now in its 7th year, has an ever-growing fan base thanks to evolving content themes, expanding franchise touch points and continuously refreshing retail offering. In Q2 2020, Paw Patrol was the No. 1 show on Nick Jr. and received +6m UK views across Nick Jr., Nick Jr Too. and Milkshake!. This summer, the pups find themselves in the Dino Wilds in Dino Rescue, the latest thematic focus. The content will launch this August on Nick Jr., and the new theme is accompanied by an extensive product line and retail marketing programme. Dino Rescue marks the show’s first ever global thematic, and brings with it a new pup, new outfits and even more locations. The licensing programme for Paw Patrol is extensive, with Spin Master’s varied toy lines leading an additional +150 licensees in the UK alone. New territory is being explored in the form of Paw Patrol’s first licensed wooden range from 8th Wonder. The line includes nine versatile SKUs, including family and educational games. 2021 is set to be the biggest year yet for the brand, kicking off with a new thematic, an expanded Paw Patrol Live! Tour, and the show’s first-ever CGI animated blockbuster.

Peppa Pig to support Team GB for the Tokyo Olympics Hasbro has unveiled a collaboration with Team GB in the UK, which will see Peppa Pig join the British Olympic team as a special children’s ambassador in time for the biggest sporting event of 2021, the Tokyo Olympics. Hasbro’s new Big Inspiration for Little Piggies campaign has been developed to get kids moving and into the spirit of the Tokyo Olympics - which has been rescheduled from 2020 to next year due to the coronavirus pandemic - by encouraging them to cheer on their favourite national athletes. The campaign will be underpinned by a raft of live events, retail activations, digital content and bespoke merchandise. Licensing partners are in place across consumer product categories including toys, apparel and accessories, stationery, home gifting and publishing. The campaign will span multiple touchpoints with a brand-new bespoke style guide, featuring innovative new designs that put Peppa and her friends at the centre of the action. The guide will feature sporting outfits and active wear to inspire a range of Team GB licensed merchandise for children. New branded content is also being developed across digital channels that will harness the popularity of Peppa Pig and Team GB by encouraging children and families to take advantage of the global sporting event and promote an active, healthy lifestyle. Throughout summer 2021, Hasbro will be readying a calendar of interactive marketing activities that will see Peppa Pig model her own Team GB kit at various events, sports-related meet-and-greets, experiential displays, retail activations and fun competitions hosted at multiple locations.

Panini launches new Premier League Adrenalyn XL Trading Cards Panini has launched the completely re-branded and refreshed Adrenalyn XL trading card collection, which hit shelves in the UK and Republic of Ireland on Thursday 20th August. The launch follows the successful release of Football 2020, Panini’s first-ever Premier League sticker collection, which was the biggest-selling collectible launched in the UK and Republic of Ireland in 2019. Premier League Adrenalyn XL 2020/21 is the only trading card collection to include all 20 Premier League clubs. It features 468 trading cards plus 30 limited edition cards available across a new-look range of SKUs, including Multi-packs, Pocket and Classic Tins, and a Countdown Calendar. Fans can kickstart their collection with a Starter Pack, which includes a high-quality collector’s binder, two-player game board, poster, 18 trading cards, an exhaustive magazine game guide, plus two guaranteed limited edition cards. Starter Packs are priced at £5.99 and packets, which include six trading cards and one QR code leaflet, are £1.00 each. A huge multichannel marketing campaign is lined up, which includes extending its cross-promotional activation with fellow Premier League partners and delivering a heavyweight TV, radio, VOD and digital campaign. The launch will be supported by football influencers and a new sampling mechanic in place with the UK’s top-selling newspaper. Panini has also forged new football magazine cover mount partnerships which, alongside Panini’s own football magazine Strike-It!, will facilitate the sampling of millions of packets to football-loving kids across the British Isles.

Toy World 26

Disney © & ™ Lucasfilm Ltd

SIMBA SMOBY TOYS UK

Availab le Now! sales@sisotoysuk.com

NPD Insight Post-Lockdown: What’s next for the Toy Market? This month, Moneeba looks at the performance of the UK toy market since lockdown restrictions have been lifted.

t the time of writing, the UK has officially supercategory has returned to growth in the most declared the first recession in 11 years recent week, +9% YOY. A key subclass is Playground and whilst many sectors across the Equipment, which accounts for nearly a third of all economy have struggled, the UK toy Outdoor sales and is still growing post-lockdown. market is managing to weather the Trampolines continue to be extremely popular for storm. Growing by +7% and gaining +£50m YTD in the UK population, as well as Playsets and Bouncy July, Toys has become a bigger share of spend for the Castles. average household. However, against the backdrop of On the flipside there are supercategories which coronavirus cases starting to rise again across Europe have grown post-lockdown. Prior to lockdown, Dolls and regional lockdowns across the UK, toy market struggled with a negative trend of -13%. However, growth has slowed in recent weeks. The market grew since stores have re-opened, the supercategory has by +17% during lockdown, as parents found ways to grown by +24% post-lockdown versus +8% during keep their children occupied, and great weather during Easter encouraged garden activities. Since non-essential stores have opened however, Greater London is nearly a quarter of value in stores for toys the market is growing at a Regional Value % Share – Total Toys slower pace, +2% up to the 0% 5% 10% 15% 20% 25% 30% most recent WK31. During Greater London lockdown, we saw four key West/East Midlands categories show phenomenal North-East + Yorkshire growth: Arts & Crafts up North-West +45%, Building Sets up +35%, South-East Games & Puzzles up +66% Scotland and Outdoor & Sports Toys up East of England +42%. Since restrictions were South-West lifted, these categories have Wales not quite matched the stellar Ulster performance we saw during Source: The NPD Group | Retail Tracking Service | UK | B&M only | YTD March 20 the lockdown. DocumentThe classification: Client/Third Party Confidential NPD Group, Inc. | Proprietary and confidential 1

Moneeba Baloch

Account Manager, UK Toys, Euro Toys

UK Regions – Brick & Mortar Stores

There is no doubt that the summer impact on Outdoor & Sports Toys was a key contributor to UK toy market growth. The supercategory was worth over £100m during the lockdown weeks alone. Now ranking as the No.1 supercategory YTD, overtaking Infant/ Toddler & Pre-school toys, the category has gained +£17m to date. Indeed, April 2020 sales were higher than any 2019 month apart from December for the supercategory. Although fewer individual outdoor and sports items have been sold, category value has been driven by the significantly higher price point, which has grown by over a third. Although parents rushed to buy higher priced outdoor items such as Pools and Ride-Ons, these were one-off purchases, and as a result the supercategory has declined since lockdown was lifted. Post-lockdown, the supercategory has declined by a quarter compared to the same period the previous year. As the UK continues to get hotter, with the weather reaching 33 degrees as I write this article, the Outdoor

the lockdown weeks. YTD, including the most recent week, Dolls account for 14% of total toy sales and the growth during lockdown and especially postlockdown has helped the category to reach a positive trend of +4% YTD. L.O.L. Surprise! remains the No.1 Doll post-lockdown, while Barbie and Disney’s Frozen Dolls have both grown by triple digits. Consumers are buying fewer dolls in terms of units but at higher price points - with an average price of over £10, up a quarter from last year. This increase in price point is mainly coming from accessories, with items such as the Barbie Dream House at £220 on average and the L.O.L. Glamper at £70 on average. The category has seen a lot of new developments this year, with MGA’s Hairvibes being the No.1 new item in the category, as well as Mattel’s Barbie Colour Reveal Doll and Hasbro’s Disney Frozen dolls adding to the growth. Dolls are not the only supercategory to do well post-lockdown versus in lockdown; we’ve

Toy World 28

seen Youth Electronics, Plush and Vehicles turn negative trends into positive growth since stores have re-opened.

One of the key topics we are asked about is how the potential for a second wave might impact the UK toy market. We’ve already seen parts of the Midlands and Northern England go back into partial lockdowns and this could impact the market for the remainder of 2020. The impact of regional lockdowns depends on the share each region has of bricks and mortar toy sales. Our new regional study shows that Greater London accounts for 24% of total brick & mortar toy sales and is the largest region by value. That’s potentially a quarter of the in-store market which could be impacted during a regional lockdown. However, we know that the market is resilient enough not just to survive but grow during a lockdown, with online potentially picking up some of those store sales. The Midlands was the first region impacted, as Leicester went into lockdown. This region accounted for 13% of the market in Q1 2020, but the toy market grew +3% nationally despite this lockdown, so we can hope for the same result during other regional lockdowns. Whilst growth has slowed since stores re-opened, the market is still showing a positive trend with categories that suffered during lockdown picking up and moving into growth. We remain hopeful that this will continue, especially with the first week of August showing growth for most categories. We are living in unprecedented times, but the UK toy market continues to weather the storm.

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.

Item Progression:

Item Description

June 2020

July 2020

Nerf N Strike Elite Disruptor

1103

Outdoor & Sports Toys is the No.1 supercategory YTD July, with good weather for most of the lockdown period and into the summer holidays helping drive growth. One item which has benefitted from the supercateogy success is Hasbro’s Nerf N Strike Elite Disruptor. Climbing 50 places this month, it ranks No.29 in the total market and is the No.2 item in the supercategory. The Elite Disruptor has grown +23% from the previous month, with a value of £141k for the month of July alone. With it’s increased distribution this month by +2%, this item sold much faster compared to the month of June. Units have aleady doubled in one month alone and with the continued hot weather, things look promising for this item to continue climbing the ranks.

Top 10 Gaining Post-Lockdown

Adult Puzzles

Playground Equipment

Family Board/Action Games

Sport Activities Pools& Games £2.7 Standard Building Sets

£2.7

Fashion Dolls £2.6

Adult Puzzles Sport Activities & Games Fashion Dolls

£2.3

Craft £1.6 Kits

Craft Kits

£2.6

£8.2

£3.0

£2.3 £1.6 £1.3

Children's Games

£1.3

Family Strategy Games

£1.2

Children's Games Family Strategy Games

£1.3

£1.2

Source: The NPD Group | Retail Tracking Service | UK | Wk 25 to YTD

DocumentThe classification: Client/Third Party Confidential NPD Group, Inc. | Proprietary and confidential

Source: The NPD G

DocumentThe classification: Client/Third Party Confidential NPD Group, Inc. | Proprietary and confidential

Working Together to Keep Bad Toys Away

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 Notiﬁed Body for toys • Global laboratory locations • Europe & Asia inspection services • Factory auditing • Consultancy & risk assessments

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MTS TOY ADVERT.indd 1

26/02/2020 09:26

Company Profile

Toynamics

A perfect

partnership In June, Skip Hop announced that Toynamics UK was to become its exclusive distributor in the UK, Germany, Ireland and Austria. We spoke to David Allan, MD of Toynamics, to find out how the company had fared during the pandemic, and what the Skip Hop partnership offers both Toynamics and its retailers.

hen we spoke to David, he was mere days away from celebrating his first anniversary at Toynamics (1st August), having been brought on board to turn the company into what he calls a ‘proper distributor’. Things were running smoothly; the company entered 2020 with a healthy budget, had a great London Toy Fair and Spring Fair, and had its sights set on a 25-35% increase in sales for the year. Then came coronavirus. “We didn’t panic,” David tells Toy World. “What we did do was re-evaluate the business armed with the knowledge of what consumers were buying. Communication with our retailers has always been a core part of our relationships. When lockdown began, we knew that the independent sector would be shifting to the online space, so we decided to send out regular newsletters detailing which of our ranges would be able help them through the lockdown, and why. No hard selling – just relevant and timely product suggestions and special offers, backed up by consumer sales data.” The strategy worked, says David. Not only was Toynamics beating its Covid-19 budget month after month, but the company’s retailers were grateful for the support and information offered throughout the crisis. As a result, the company is trading flat to date – an achievement in itself – and is on track to end 2020 up on the previous year. Throughout all this, Toynamics has also continued to restructure the business and plough investment into marketing campaigns to drive sell-through and raise the profile of the company’s wooden toy brand, Hape, as well as Nanoblocks and Nebulous Stars. A new national account manager, Sharon Gaskin, also came on

board in May and has been securing new business. With things almost back to normal, David now has his sights firmly set on the next big step – Toynamics’ exclusive distribution partnership with nursery specialist Skip Hop, effective as of 1st September. The two companies met at Nuremberg, where it became apparent that each complemented the other perfectly. Although the initial thinking was that Toynamics Europe GmbH would only handle German distribution, an agreement was ultimately signed for the UK, Ireland and Austria too, making good use of Toynamics’ presence in multiple regions. “Skip Hop fits so well with Toynamics,” David enthuses. “Firstly, it’s a premium brand synonymous with quality, and it enjoys distribution in John Lewis, Argos and other retailers where we’re also present with our other brands. This means that where Skip Hop is in nursery and Hape is in toys, we can take Skip Hop into toys and Hape into nursery. We’ve also brought over three of Skip Hop’s people – a key account manager, a sales rep and a customer service representative – all three of whom bring knowledge and experience of the brand over to the Toynamics business. The response from retailers has been overwhelmingly positive, and we’re delighted to now have the chance to increase our strength in the nursery category.” For retailers, the agreement means increased flexibility on orders and less risk at a time when trying new brands may not be high on the agenda. As a distributor, Toynamics can ship retailers a variety of brands including Skip Hop, Hape, Nanoblock and Nebulous Stars, with a low carriage paid order. According to David, this opens the door to retailers who may have been keen to try Skip Hop’s nursery

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offerings in-store, but couldn’t take the chance on it (or any other brand, for that matter) in such an uncertain economic climate. David adds: “I call us a one-stop shop. We’ve got puzzles, crafts, toys, games, instruments, and now we’ve also got an extensive nursery range too - luggage, highchairs, baby gyms, cutlery, changing stations – all available without the need for a major investment.” And what if a product isn’t working for a retailer? “Most of my retailers know me and my reps are wellknown too,” he explains. “If a retailer rings me and says that a product hasn’t clicked, we’ll do something about that. Exchange it, do a deal, offer ranging advice. My philosophy is that you never know what you’re going to come up against next, and if you don’t support your retailers, they’re going to remember that. A little goodwill goes a very long way, and I always want to create a relationship that works for everyone involved.” In terms of marketing, Toynamics is investing heavily in a multi-faceted approach spanning print, social media, digital and in-store demonstrations. While coronavirus put paid to the company’s summer roadshow plans this year, a schedule of activities is in place for 2021 that will place Skip Hop front and centre with consumers, highlighting all that the brand has to offer while interacting with customers. Toynamics doesn’t just ship product and hightail it, David tells us. Toynamics UK has always had great respect for the independent channel, and with its own on-theroad sales team is able to offer support across price

promotions and in-store POS, with low carriage paid and constant support information. Aftersales service is clearly a big piece of the Toynamics puzzle. We asked how Toynamics would be using social media marketing as part of its plans; who is the company targeting? “Hape is a toy brand, whereas Skip Hop, as we’ve discussed, is nursery. With the latter, you’re talking far more to the grandparent, mum and dad or the gift giver, rather than the child. With Hape, you’re talking to all three. On social media you have to have the followers, the content to communicate, and the retail support in place too. We always link to retailers that stock the products we’re promoting, driving consumers into the stores where they can see for themselves the quality of the products we’re offering.” We asked David which single Skip Hop product he was most excited to be bringing to market, but this was too difficult a question to answer. Having finished setting up the spacious new showroom the day before our interview, and therefore brimming with enthusiasm, he had to pick two: the Hedgehog Accordion and the 3 in 1 Ride on Unicorn. The former introduces kids to musical play with a cute hedgehog character featuring vibrant colours, movable beads and rubberised details for teething. The unicorn ride-on, meanwhile, grows with kids through three stages. Stage one, designed for early walkers, motivates children to push and pull in wagon mode. At stage two, the wagon’s storage tub converts to a seat for ride-on mode. When the child is ready for stage three, parents can remove

the seat and pull up the adjustable handle, making it ready to ride. A working headlight, entertaining melodies, a ‘beep’ sound and others sound effects enhance the fun. “Skip Hop has been amazing to work with, and the company has supported us all the way through this process,” says David. “Every customer has been written to and informed, the team is incredibly communicative and understands how we should work together. We’re fully stocked and ready to go, and the next three months should be really exciting for everyone involved.” David is particularly excited for Christmas, which he is confident will return bumper sales for the toy industry. In fact, the biggest issue he predicts will be the inability of couriers to keep up with the volume of online sales. Older shoppers who may be financially better off as a result of lockdown, combined with a reluctance to go out and a desire to spoil their grandkids, will help drive online sales, he says. “Honestly, I can’t stress this enough - if you’re a retailer that still hasn’t got an online presence set up, do it now. People are always going to have money for toys, and I think Christmas is going to be fantastic this year. Don’t miss out.” To find out more about the Skip Hop range or any of Toynamics’ other ranges, readers are advised to contact sales@toynamics.co.uk.

All our ranges can be viewed on our website – www.antonynunnagencies.co.uk

Telephone – 01246567097

Email – anunnagencies@gmail.com

Viewpoint Escapism denied Nick Gibbs-McNeil Nick is publisher/editor at www.Kidzcoolit.com and www.youthgottit.com Boasting 20 years’ experience in publishing, journalism, sales, marketing, advertising and sponsorship, with particular interest in the kids’ space and the film industry, he also has a nice collection of hats.

So, you’ve missed KFC. You missed music festivals. You were even so desperate for toilet rolls that you bought every pack in the shop and then proceeded to fight anyone that tried to touch your shopping trolley. But did you ever say, “I really miss going to the cinema” in the early stages of the lockdown?

a galaxy far, far away…” I was either in the garden wielding a lightsaber, battling my older cousin (who was always Darth Vader) for hours at my auntie’s house, or simply collecting and playing with my figures and ships on the bedroom floor, completely oblivious to the disruption and heartache going on around me.

This was a genuine conversation between my wife and I during the first weeks of the total lockdown. I was ranting about this and that, saying that everyone wants to see movies on the big screen, as theatrical releases started to roll out via video on demand. She said, “Have you actually heard anyone say they miss going to the cinema?” My reply, sadly, was “No”.

During dark times, we need escapism. As much as many of us have been very lucky ‘so far’ during this ghastly pandemic, it’s not always easy to keep a smile on your face. And that is why movies and TV shows are so incredibly important to our coping mechanism during challenging periods like this.

We both love a trip to the pictures - we’re huge fans. And I’ve carved a wonderful career, not just in the toy industry but also within film over the past twenty years, so I genuinely found my response heart-breaking. My first memory of the cinema, like many adults my age, was seeing the first Star Wars film when I was only three years old. Yes, you read that correctly – my mum took me to see Star Wars at three. I sat quietly throughout and remember much of my initial cinematic experience. This was a strange time in my life, as I had recently lost my father, while my mother had just given birth to my little brother. Through my adult eyes and many conversations with family members over the years, I know this was a difficult period of my early life, but all I can remember is being “in

Should distributors be allowed to bypass cinemas and offer their films directly to the consumer via VOD? Absolutely, of course they should especially as many people can’t return to the cinema just yet. However, based on the science at the time of writing, it is considered safe to watch a movie on the big screen in the UK and many other countries, in the way these cinematic releases were intended to be presented. Right now, many cinemas are open, but they have nothing new to show – a frustrating situation for all cinema owners and movie-goers alike. I have a major issue with Hollywood dictating when films should be released around the world. At the moment, the US is in chaos and doesn’t appear to have the virus under control. I know I’m no qualified scientist, but it seems illogical for Hollywood to decide when movies can be released around the rest of the

world, when the US could be years behind in opening its own cinemas or even going into movie production again. Surely it would make more sense to hand over full control to the European studio heads of each company and move production to the UK, New Zealand and other ‘safer’ countries, until the US can get its house in order. Until the virus is under control, the rule book should be torn up, and every part of the industry should be working together to come up with a reasonable resolution that works for everyone in every territory worldwide. A blanket rule just won’t work, and many jobs will be lost because of it. Once life is back to normal, we can reset things, go back to Hollywood running everything again and reintroduce the traditional release windows between cinema and VOD, as though Covid-19 was no more than a bad dream. But for the time being, if a film has a scheduled release date in a territory that’s safe – why not release the film in that territory theatrically? If it’s not safe – release the film on VOD. It all seems very simple to me and I wonder if Hollywood is having a bit of an “If I can’t play, I’m taking the ball and you can’t play either” moment, in terms of blockbuster releases. Big blockbuster movies and escapism have never been more important to people’s mental health. When I was younger, I really needed that Star Wars franchise, my lightsaber and my action figures. Once the film had finished and I was back home, the reality of everything going on around me returned. But I had my toys to escape with. During this crisis, there are many children that need to be Wonder Woman, James Bond, Black Widow, Gru and even Peter Rabbit – but they’ve not seen these movies yet and they don’t have the toys to relive the screen magic and escape this unsettling landscape. The way Hollywood is dictating things is harming how children – and adults too - find their escapism, as well as hurting many diverse entertainmentbased livelihoods. Please, mister, can we have our ball back?

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Amazon - back to basics For many, Amazon can be a confusing and daunting platform, and oversight of it is often passed around organisations with nobody wanting to take responsibility for it, or its performance. If you strip Amazon back to its basic principles though, like most online channels, it can be refined to two simple concepts: ‘visibility’ and ‘conversion’. Amazon can create some complex problems, and to totally understand the in-depth theories and nuances will take time and experience. But, as with so many things in life, if you know and understand the basics, then you’re a long way towards ensuring your Amazon business is primed for success. Amazon offers so many

opportunities to promote and build a brand, sell products and fully engage with customers. The following KPIs should be your ‘Basics Bible’: • Title •

5 Bullet Points

• Assets - product shot/lifestyle shot/key feature/video •

A+

•

Branded store

•

Product description

My advice to those struggling to understand what a good page looks like on Amazon - have a deep dive into your product vertically on the Amazon website. Without question, regardless of the product you sell,

one, two, maybe even three or more of your competitors will understand the basics and have executed their Amazon strategy around them. Having worked with 100s of brands on Amazon and having seen some amazing successes - and some failures - I don’t believe in so called Black Hat tactics. There is no magic bullet or secret recipe, despite what a google search might tell you. The first step to success is to implement the basics; if you can’t do this to the highest standard, find someone who can. Ultimately, every day that your brand isn’t optimised on Amazon is another day you’re not taking advantage of the world’s biggest department store.

Alfi Ariff Alfi Ariff is managing director of Caoss, a full-service Amazon approved agency which advises businesses on making the most of eCommerce opportunities with the online retailer. Caoss can be reached at info@caoss.net

Feature

Pocket Money & Collectibles

Spending spree With the start of a new school year now underway, Lisa Currie spoke to suppliers of pocket money toys and collectibles to discuss new category launches for Q4 and how the current climate could impact the whole notion of playground crazes.

020 has been a challenging year, and although toy sales have proved resilient throughout this unprecedented period, it is fair to say that pocket money toys and collectibles is one category that has been hit by numerous obstacles presented by the pandemic. As a category that is driven by pick-up impulse purchases and which thrives on playground interaction, 2020 has presented some unique challenges. However, with classes returning to school this month, high street shops back open for business and piggy banks full of pocket money that children have had limited options to spend, the category is looking forward to a more upbeat Q4 season. “In light of the global economic situation, more parents will be keen to shop for toys at a lower price point with high value for money,” comments Omer Dekel, VP international sales at PMI. “Pocket money toys and collectibles is the answer, with each item having a number of applications - collecting, playing and ongoing use. We are anticipating a significant growth in sales of pocket money toys over the next few years and will be expanding our product line.” Just last month, Magic Box launched its SuperThings Secret Spies, which features 90 new collectible characters for children to collect. Julia Cake, UK and Ireland commercial director at Magic Box, reflects on opportunities that have arisen for the category, amid a raft of challenges. “We’ve seen a mix of opportunities arise this year which have in fact doubled turnover,” Julia explains. “Where parts of the high street and other sectors have been closed, we experienced growth in the grocery sector, along with online and click and collect services being available. Government advice has also

affected checkout areas, which saw pocket money toys replace sweets and confectionery, a move that has undoubtedly benefited the category.” As the pocket money and collectible category starts to pick up again, we spoke to Rebecca Smith, head of circulation at Panini, which has recently acquired the rights to publish Minecraft stickers and trading cards, due to be released at the end of the year or in early 2021. Rebecca told Toy World: “There is lots to get excited about in the category. Gaming continues to grow, significantly aided by lockdown, with sales polarising around the white-hot properties. Fortnite and Minecraft have both seen a resurgence in downloads and players, which sits perfectly with the recent launch of our second trading card collection in August: Fortnite Reloaded. Amazing new visuals designed by Epic themselves, alongside significant development in the game play of the collection, look set to once again dominate sales in the entertainment space. We’re following this with a new Fortnite sticker collection on 1st October; Fortnite Black Frame Series.” Numerous other suppliers are launching high profile new collectible ranges, as you will see over the following pages. MGA/Zapf will be unveiling its new Secret Crush range, the company’s latest, sweet-themed unboxing experience. Isaac Larian, CEO of MGA commented: “It’s been an incredibly challenging year for kids, and the MGAE team is focused on delivering products that bring smiles and laughter to kids around the world.” New collectible line from Moose Toys, Oh! My GIF, has secured a positive retail reaction since it was first presented at London Toy Fair back in January, and has launched in good time to reap the benefits of children looking

Toy World 34

to spend the pocket money they have saved over lockdown. As the toy trade looks forward to Christmas, Julia tells Toy World how Magic Box plans to further support independent toy retailers and make the most of the category during the all-important gifting season. “Purchasing habits and buying behaviour will have changed. We understand that consumers will be conscious about spending a prolonged period of time in store, so delivering our retailers product that can be easily displayed at checkout or on point of sale is key. We can still bring excitement to stores with window displays and from theatre in the toy aisles, but in an easy-to-find format. Maximising our online presence will also be key as we understand more browsing and research will happen online this year than ever before.” The start of a new school year this month for all children is also great news for suppliers of the category and has helped shape plans for this season, as Rebecca explains: “Key to our marketing is to deliver sampled products, educational material and competitions directly into schools ourselves. With the help of the English Schools FA, we’ve built up a large network of participating schools over the last couple of years, and have this in place for major launches going forward. We’re getting the products into the hands of children who, in their year group bubbles, will have similar opportunities to discuss and engage with collections.” Over the next few pages, Toy World highlights a comprehensive selection of the latest pocket money toys and collectibles for Q4.

The BEST BRANDS

AVAILABLE NOW

FOR MORE INFORMATION, CONTACT OMER DEKEL, VP INTERNATIONAL SALES AT PMI, ON OMER@PMI.CO.IL

Pocket Money & Collectibles

IMC Toys 01904 720 908 | www.imctoys.com VIP Pets is a range of fashionable pet-doll themed collectibles, tapping into the evergreen appeal of styling hair and creative play. Each pet features 30cm long hair in its own unique colour, hidden within a semi-blind box. Kids can reveal the pet and their hair by adding water. Styling inspiration can be taken from the brand’s online hair tutorials and a new VIP Pets animated series, which is airing on IMC’s official YouTube channel, Kitoons. There are 12 VIP Pets to collect; each one comes with nine different surprises including a chair and suction pad to help with styling. The Hair Salon Playset completes the collection, housing the pets and inspiring children to create their own hair designs. IMC is set to unveil line expansions to its bestselling Cry Babies Magic Tears range, with Series 2 of the Winged House and Paci House. Two years ago, IMC introduced the Cry Babies Magic Tears sub-brand to offer a collectible option for the Cry Babies franchise, which has since sold almost 6.5m units worldwide. A new season of Cry Babies Magic Tears adventures is currently available on Kitoons, further enhancing the brand offering. The Cry Babies Magic Tears Winged House collection features 12 new babies to collect, each hidden inside a shimmering winged house. By feeding the baby water and squeezing its belly, children can watch as it cries coloured tears. Each baby comes with six different glitter accessories plus personalised stickers and a customised blanket. A rare character also comes complete with colour changing onesie. The Cry Babies Paci House features babies hidden inside a dummy-shaped house which opens magically; the pipette drops ‘tears’ on the chimney, causing it to pop open. There are six babies to collect, including an exclusive rare character with a glow-in-the-dark onesie, and each comes with eight accessories, four of which are customised to the individual character. A new season of the Cry Babies Magic Tears adventures is now available on Kitoons. Bottle Houses can be unboxed to reveal classic Cry Baby Magic Tears characters. There are 24 Bottle House babies to collect, each with six accessories: a bottle, a bow, a dummy, a chair and two accessories unique to each doll. Kids can open the final compartment to find surprise golden accessories exclusive to a limited number of the Bottle Houses. The bottles can be filled with water to feed the Magic Tears babies, who then cry real tears when their bellies are squeezed. Ideal for adding to existing Cry Babies collections or as stand-alone pocket money treat, a new range of Cry Babies Pets includes three plush pets which encourage nurturing role-play. Bloopies Shellies is a range of 12 miniature mermaid dolls housed in shells that ‘magically’ open once submerged in water. The pearl contained within each shell reveals that character’s favourite accessory, which relates to their personality. Two ‘rare’ Shellies include special details in their tails and either a silver or gold coloured accessory, while the shell cases can also be used as a purse or small bag to increase play value. The new range is supported by a new series of Kitoons’ Bloopies webisodes.

Alpha Group UK 01293 804 599 | www.alphatoysuk.com This autumn/winter, Alpha’s Subway Surfers master toy range will feature an assortment of collectibles from the decade’s most downloaded global mobile game, across a variety of price points. Focusing on the four pillars of the brand’s DNA street art, music, skate and dance – the collection will be supported by a ‘phygital’ incentive programme that will allow Subway fans to collect coins and special items used to unlock in-game rewards. The Sub Surf Spray Crew features 4” figurines of Jake, Fresh, Tricky and Frank, each contained within their own collectible, stylised spray can. The Sub Surf Shorties, meanwhile, is a collection of five 2” figurines of the mobile game’s star characters. From Jake to the Inspector’s Dog, the pop art range has been designed to reflect the platform. Collectible stickers are included with each mini figure, making these ideal pocket money purchases or impulse gifts for fans of the brand.

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Pocket Money & Collectibles

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

Brainstorm 01200 445 113 | www.brainstormltd.co.uk Brainstorm continues to expand the eco-friendly Eugy range, which has seen popularity soar during recent months. As well as being sustainable and the perfect impulse price point, the Eugy figures are highly collectible; there are 27 available now, with more slated to join the range later in the year. New characters recently added include an Owl, Narwhal, Polar Bear and Meerkat, each of which can be assembled by kids using the simple numbersequenced cardboard shapes to create cute 3D models. Retailers can also take advantage of an innovative range of eco-friendly POS solutions including wooden CDUs and FSDUs. StikBot has been part of Brainstorm’s portfolio for several years, and this year the brand is extended with Klikbot. Available as single figures and Studio Packs, all the characters have interchangeable pieces, articulated limbs and fun accessories. The Heroes and Villains range features single figures with three different Klikbot characters to collect, whilst the Studio Packs include characters Slink, Klonk and Thud in each set, a Klikbot minion plus, a creature that transforms into battle armour and a phone tripod. Not only is the new line considered a must-have for collectors of all things StikBot, but the product comes with a wealth of play possibilities thanks to the unique StikBot app, which kids can use to create stop-frame animations. The StikBot single figures remain the best-selling line in the range with different colourways being added throughout the year. Fans can also add StikBot Monsters and StikBot Dinos to their collection.

Nuzzy Luvs, a collection of cute plush pets, respond to sounds and movement thanks to sensors that can recognise both high and low decibel sounds, and trigger different reactions. With four styles to collect, Nuzzy Luvs respond to one another and their owners, letting kids know how they feel. Bandai will be releasing the characters in waves to increase demand. Harumika includes single assortments at sub-£10 price-points. The kits include mannequin torsos, fabric and accessories. Safe and easy to use, no sewing, scissors or glue are required, and all materials and accessories are reusable. A robust social media campaign is in place to support the brand. An entry price point of RRP £2.99 for the Dragon Ball Foil Bag Figures offers an affordable option to kickstart any collection. There are 10 Dragon Ball Super characters to collect; each comes with a display stand. The articulated Evolve Action Figures bring 12.5cm versions of Super Saiyan characters to Dragon Ball play. A triple pack including Super Saiyan Broly, Super Saiyan Vegeta and Super Saiyan Goku is also available. Bananas continues to grow with a new series launching for the Q4 period. The peelable, collectible fruits include Bananas bunches and singles with new Crushie characters to collect and wear. Latest themes include the Selfie series and a triple pack of Baby Bananas, complete with baby Crushies to further extend appeal. World’s Smallest are recreations of some of the world’s most recognisable and classic toys in miniature. The collection includes small-scale versions of Etch-aSketch, Chatter Telephone, Rubik’s Cube, Stretch Armstrong, Action Man and Hot Wheels, with more to come.

Zuru 01604 401 719 | sales@geemac.biz

Spin Master 01628 535 000 | www.spinmastertoys.co.uk

Itty Bitty Prettys Tea Party Surprise offers a new range of collectible dolls housed in teacups. The Little Tea Cup features 12 layers of surprises and 13 dolls to collect, plus a working teacup, a saucer/doll stand, a doll, a swappable doll outfit and accessories, and a ‘magic’ teabag. Each 5 Surprise Mini Brands capsule houses mini replicas of real shopping brands. There are over 100 miniatures to collect, including rare Metallic and Glow in the Dark minis, and Super Rare Golden Minis. Exclusive UK brands include Aunt Bessie’s Yorkshire Puddings and BabyBel. 5 Surprise Dino Strike Hunt includes 13 dinos to collect and battle, each with customised accessories and hunting vehicles, while 5 Surprise Fairy Unicorn Squad brings 13 new Fairy unicorn characters to accessorise and style. The new Smashers Dino Ice Age Mini Surprise Eggs offer the same concept as the Epic Egg, but at pocket-money price points. The eggs include three compounds, one of six Smash-o-saur characters, a Smash Egg Smashball and a Dino claw Scratch ‘n’ Surprise sticker. A Smashers Dino Ice Age eight pack of collectible Smash Egg Smashballs is also available. Rainbocorns Itzy Glitzy Surprise brings 26 mini Itzy Glitzy collectible Rainbocorn characters. Each mini egg includes wings and gem hearts which can be removed from the Itzy Glitzy Rainbocorn eggs and swapped into a surprise ring. The product is available in a two and four pack. Rainbocorns Sparkle Heart Surprise Series Two introduces Rainbocorn plushies. There are six series two characters to collect, each with a peel to reveal heart surprise. There are four Zuru Sparkle Girlz characters to collect - Fairy, Mermaid, Ballerina and Princess Doll. Sparkle Girlz Hair Dreams feature colourful hair styles, with three options to collect. Each has five surprise accessories to unbox, and removeable outfits are interchangeable with all other Sparkle Girlz dolls. Cotton Candy Colour Mix Surprise offers scented cotton candy foam in four different lollipop colours. Each ‘lollipop’ includes three bags of surprise cotton candy with base and surprise colour compounds.

Twisty Girlz dolls transform from a cute girl into a bracelet kids can wear. Each one features a different stylish outfit and hairstyle and comes with a secret Twisty Pet; the range features an elephant, a puppy and a unicorn. With a few simple twists, the Twisty Girlz doll becomes a trendy bracelet, while the accompanying pet can turn into a ring. There are plenty of Twisty Girlz for kids to collect, including rare and super-rare characters. Hatchimals Pixies have a unique look, with outfits and accessories inspired by marshmallows, candyfloss, doughnuts and more. For the first time, each Cosmic Candy Pixie comes with an exclusive matching Colleggtible. There are eight Cosmic Candy Pixies to collect, and four Cosmic Candy mystery features to discover: glow-in-the-dark, fuzzy, iridescent and gummy. New surprises can also be discovered; two accessories, a whole new hatch and a reusable egg. The all-new official Monster Jam 1:24 scale monster trucks feature more details and graphics than ever before, to embody the style and swagger of the real thing. Official BKT rubber tires provide greater traction, and a new, working suspension system absorbs more impact so the high-flying truck-trashing jumps can continue for longer.

Toy World 38

All WWE programming, talent names, images, likenesses, slogans, wrestling moves, trademarks, logos and copyrights are the exclusive property of WWE and its subsidiaries. All other trademarks, logos and copyrights are the property of their respective owners. © 2020 WWE. All Rights Reserved. ® & © 2020 The Topps Company, Inc. All Rights Reserved.

The words UEFA, CHAMPIONS LEAGUE and EUROPA LEAGUE,League and UEFA Europa League (including, but not limited to,logos, designs, mascots, products, trophies and names) are owned and protected as trademarks, designs and/or as copyright works by UEFA. All rights reserved. ® & © Topps. All Rights Reserved. Topps and Match Attax are registered trademarks of The Topps Company, Inc.

Asmodee contact information: Tel No: 01420 593593. Email: sales@asmodee.co.uk

Pocket Money & Collectibles

MGA Entertainment 0845 0533 333 | www.mgae.com New to the UK market, MGA Entertainment has announced the launch of Secret Crush, featuring both large and mini dolls. Children can remove the lid of the Secret Crush large dolls to reveal the heart-shaped crushable layer and use the candy-themed hammer to discover sweet surprises. There are two sweet-themed dolls to collect, each with their own mini best friend and beads, with surprises hidden in secret compartments. Secret Crush minis also have a unique crushable layer; kids unwrap each surprise to build a mini doll and find collectible beads that can be used to create DIY jewellery. There are 10 mini dolls to collect and packaging doubles as storage. Brand new for autumn 2020, Rainbow High features a series of six colour themed fashion dolls. Each Rainbow High Fashion Doll features long, brushable hair and two outfits, whilst their fully articulated and moveable features allow for endless poses when playing. Rainbow High Fashion Dolls come complete with two hangers, a hair comb and doll stand. Launching soon, fans will be able to create rainbow hair for themselves and their Rainbow High dolls with the Rainbow High Hair Studio. The 5-in-1 hair play set comes complete with colourful hair creams, hair glitter gel, ombré hair chalk and style accessories, as well as an exclusive doll, Amaya Raine. More expansions of the Rainbow High range are planned for the coming months. Na! Na! Na! Surprise 2-in-1 collectible doll brand has just launched the first playset in the range and its third series. The 3-in-1 Bedroom Backpack Playset is a soft, stylish backpack, that comes with an exclusive doll and opens up to reveal a wardrobe, fold-out bed, real mirror and pillows. Available in two colourways, each plush backpack matches the doll it comes with - either Tuesday Meow or Aubrey Heart - and includes details to match the character’s personality. Na! Na! Na! Surprise Series Three introduces six new characters, who fans can pop for a confetti burst surprise, revealing a wearable clip-on and animal themed plush pom. The pom is then unzipped to reveal a soft articulated fashion doll with surprise outfit and scented shoes. With 18 unique dolls across all three series, each doll is identified by a unique symbol displayed on the packaging. Na! Na! Na! Surprise is gearing up for even more launches in autumn, with the launch of the Ultimate Surprise. This new playset includes a giant confetti pom and an exclusive, taller Na! Na! Na! Surprise Teens fashion doll. The brand is set to launch Series Four, introducing six more collectible fashion dolls, at the end of this year.

KAP Toys 01635 255725 / 07887 998528 | www.kids-at-play.com The Harry Potter Magical Capsules range, from YuMe toys, offers a new way for Harry Potter fans to unbox and collect the characters of the Wizarding World. The experience begins by attempting to decipher the clues hidden inside the top of each Hogwarts crestshaped container, which hint at the character contained within. Collectors can then open each of the easily-recyclable paper blind-bags to reveal surprises including a magical pet and accessories such as a wand, schoolbooks or a cauldron, before finally unveiling the witch or wizard they’ll be adding to their collection. The launch wave offers 10 characters to collect, including one Rare character. Series 1 of the collectible is available in CDUs of 12 and FSDUs of 60. The line has been supported with TV advertising across Pop, Pop Max, Nickelodeon, ITVB, CITVB, CITV, ITVBe and Cartoon Network, while a TikTok influencer video garnered over 3.5m views within days of its July release. PR, sampling, competitions and blogger marketing is also in place.

HGL 0141 613 2525 www.hgltoys.com Slime and putty continues to be a popular staple in the pocket money category and Grossman’s wide range includes everything from Planet Putty, Glow in the Dark, Glitter and Rainbows, to Mermaid, Flamingo, Shark and the best-selling Unicorn Poo. This year Sloth Poo has been added to the line-up. Go Flo Bucket is a combination of the latest flowing foam. Flowing through fingers and moving slowly along, the melting texture makes the foam look alive. The Go Flo Bucket comes in a variety of sizes. Multi-coloured putty in a mega pot is also on offer in the pocket money category, as well as the latest addition to the Grossman line up: Wonderbounce Putty. This new putty rolls up into a ball and is available in different sizes. The Grow range, which consists of eggs which hatch when immersed in water to reveal their contents, has seen great success since launch. Grow Aliens, Dinosaurs, Mermaids, Flamingos and Unicorns are some of the available themes. This year a Penguin egg and a large growing Mermaid also join the range. Another new pocket money favourite from HGL is the Flash Floating Sloth, a fun bath time pocket money item.

Toy World 40

Pocket Money & Collectibles

Character Options 01616 339 800 | www.character-online.com Fans of Treasure X can now take their adventures to the high seas with the introduction of the Sunken Gold collection. The hero of the range is the Treasure Ship, with hidden features and 25 levels of adventure. The launch of this set is bolstered by two new pocket money items to collect, each presented in its own innovative Treasure X bottle. With the Sunken Gold single packs, kids smash the bottle and squeeze the squid to save the hunter and find the treasure chest hidden within the squid’s ink. Once found, the treasure can be released by dropping the chest into water to open it. Real gold-dipped treasure can be found by lucky treasure hunters. Shark’s Treasure provides 16 levels of adventure to enjoy. Kids crack open the bottle to release the shark and save the exclusive hunter from its jaws. Then they dissect the shark, slicing through its guts to find the loot and treasure chest hidden in the shark’s slimy insides. Collectability and creativity have been combined with super-soft characters in Character’s new range Ravel Tales, which lets kids discover what’s hiding in a ball of chunky wool. They carefully unwrap each colourful ball to reveal the surprise cutie within, as well as accessories and an easy sewing project. Ravel Tales launched in July and fans have been unravelling the toys ever since, emulating global influencers as they reveal their new friends on YouTube, Instagram and TikTok. The brand has clocked up over a million views within weeks, while the TV and digital schedule is now in full swing.

Tobar 01603 397105 | www.tobar.co.uk The category is getting a huge boost this year with the addition of Tobar’s wooden toys range. Pocket money items include slide whistles in the shape of unicorns and dragons, as well as yo-yos and spinning tops, pull back toys and the ever-popular push base toys. Finger puppets, flexible wooden jointed monsters, ballerinas, robots and a worm are also available. Tobar is now the sole distributor of Tangle Toys for the UK and parts of Europe, and 2020 sees new additions such as crazy metallics, wild textures and light up Tangles for autumn/winter. Pom Pom pens, slime and putty, snap bracelets, rings, hair slides and bows are also on offer for kids to spend their pocket money on. The unicorn theme can be found in the form of money banks, finger puppets, fizzers, balloon balls, a new Jellyball, pens, keyrings and pencils. The wide range also includes popular themes such as flamingos, llamacorns, mermaids, sharks, dinosaurs and sloths. Slime, putty and Jellyballs are available in a variety of shapes and sizes. Nee Doh from Schylling continues to be a bestseller with a full range of stress relieving, squeezable Groovy Globs. Tobar is the exclusive UK distributor for this line. Tobar’s new Squiggle Bandz are multi-coloured and can be worn as bracelets or knotted together. When not stretched, they form an animal shape. Available in an assorted CDU, bands are available in neon, glitter and glow in the dark options. An on-trend Rainbow range features rainbows on pens, rings, hairclips, snap bands and putty. Contact sales@tobar.co.uk for more information.

Lego 01753 495 000 | www.lego.com With Lego Super Mario starter courses now on shelves, fans can add a new dimension to play with the Lego Super Mario Power Up Packs. These let Lego Super Mario stomp, fly, purr and gain Fire Attack power as he makes his way around the course. The four collectible accessory sets instantly unlock new features and coin-collecting skills, helping to bring the iconic character into the real world. When paired with the Adventures of Mario Starter Course, the Cat, Builder, Fire and Propeller Super Mario Power-Up Packs help take Lego Super Mario’s adventures to new heights. Earlier this year, The Lego Group launched Dots. The brand allows kids to dive into the world of arts & crafts as they use the colourful Dots tiles to design and decorate bracelets and home décor. The latest range includes Go Team!, Magic Forest and Power Bracelets, each retailing at sub-£5. Kids can change up their designs to suit their personality, outfit or mood again and again. Each bracelet features an adjustable band and 32 colourful tiles for self-expression and imaginative creativity. With a raft of different tiles and bracelets to choose from, Lego Dots makes an ideal gift to share, swap and customise with friends. Finally, each stackable Lego Friends Play Cube comes complete with a miniature doll inside and offers hours of creative play. Kids can decorate each box to suit them, and - as they’re small and portable can take them to a friend’s house or on holiday.

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Pocket Money & Collectibles

Learning Resources 01553 762 276 | www.learningresources.co.uk Learning Resources has launched a new Playfoam Pals series. Playfoam is an innovative, award-winning reusable sculpting compound that’s ideal for creative and tactile play. The Playfoam Pals range combines Playfoam with themed collectibles and offers kids the element of surprise as they pop open a pod and dig in to discover the mystery figure hidden inside. Children then use Playfoam to sculpt play props for their character. When doing so, kids practise fine motor skills and engage in independent, open-ended creative play. Collecting and swapping characters with friends encourages social and communication skills. Each Pals series is created to be distinctive from earlier launches and includes a new range of themed collectible figures and a special blend of Playfoam. Space Squad is the seventh series in the Pals range and features a specific combo of Playfoam with starry sequins combined with glow in the dark Playfoam and comes with 14 alien and astronautthemed characters to collect and swap. The counter display unit of eight pods has four rocket ships and four UFOs and each pod contains five surprises: two colours of Playfoam space mix, one Pal, two mystery accessories, a rocket ship or UFO base, sticker sheet and collector’s guide. Space Squad is the third launch in the Pals range this year and follows the success of Surprise Party, a range of 12 collectibles with neoncoloured Playfoam in blind bags, and Unicorn Magic, a range of 45 fun unicorn-themed characters with sparkle Playfoam in rainbow-shaped pods. For more information, contact sales@learning-resources.co.uk.

Hornby 01843 233 500 | www.hornby.com Corgi is gearing up for the 2020 Christmas season with a range of favourites including both old and new lines. Not just focused on models for the adult collector, the brand offers touch points across a number of age groups, from the Chunkies fire, emergency, farm and construction toys, through to the pop culture and entertainment ranges the brand has been producing for over half a century. Corgi’s star of 2020 is the returning James Bond Aston Martin DB5, with its ejector seat and flying villain. Contained within a remake of the very first box it appeared in, this best ever-selling Corgi car is already showing signs of once again topping the brand’s sales charts. The model will also be the lead item in the Corgi James Bond range, which has been created to support the delayed new film. Ideal for budding pilots, two Top Gun Maverick sets have launched, each of which contains two aircraft from the new film plus display stands. Corgi has a range of Paddington collectibles, including a bus and a taxi complete with Paddington himself. Still high in the sales charts is the evergreen Chitty Chitty Bang Bang; the model has the whole family on board while the four wings are in the magical flying pose seen in the movie. The Mr Bean 30th Anniversary range features the character’s famous Mini, the new Reliant Regal and the new Do it Yourself Mr Bean, which the brand believes is set to become one of the ultimate Corgi classic models. The Back to the Future DeLorean features a Doc Brown figure. This updated model, with accurate gull-wing doors, makes an ideal addition to any fan’s collection. As with all Corgi models, the packaging is often as collectible as the model itself, which means fans will purchase multiple models as they try to get their hands on the latest box design. Arriving before the end of the year is Hagrid’s Motorcycle and Sidecar, a strong addition to the ever-growing Harry Potter range of licensed vehicles.

Waboba 046735 016 584 | www.waboba.com Waboba, the creator of the gravity-defying Moon Ball, has teamed up with Holster Films in London to create a music video using the Moon Ball’s iconic ‘pop’ sound. Filmed during the lockdown, the empty streets allowed the film crew to turn the city of London into a playground free-for-all for the Moon Ball. The video shows the ball bouncing down streets, off walls, steps, signs and statues, and even catching a bus. Readers can search ‘Moon Ball Pop Sounds | London Street Beats’ on YouTube to watch the video. Waboba created the super bouncy, No. 1 global best-selling Moon Ball after inventing the water bouncing ball, and says a Moon Mania craze has now sprung up around the world thanks to how addictive bouncing the ball is. Waboba says that while the first bounce always takes people by surprise, it’s the sound generated that makes the Moon Ball so unique. Each crater on the ball’s surface is designed to make a ‘pop’ sound when they hit the ground; although many balls bounce, only one pops. A grab-and-go Moon Ball display makes it easy for children, teens and adults to try the balls for themselves. Over the past few months, the company says Moon Ball has brought families together at home, creating obstacle courses, sport training activities and even indoor trick shots. The Moon Ball comes in a variety of colors, from the bright side of the Moon - neon yellow, blue, purple and green- to the dark side; an all-black Moon Ball series with metallic silver, blue and green dots.

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Pocket Money & Collectibles

Zapf Creation 0845 0533 333 | www.mgae.com Baby born Surprise has launched Series 4, which introduces an engaging garden-themed range to the collection. Each of the cute flower baby characters comes packaged in petal-shaped wrapping and a pink sparkly organza pouch which the doll can be kept in after the reveal. The refresh of the packaging marks a significant step up from the previous egg-shaped blind bags of Series 1, 2 and 3. Each flower baby is wrapped in a soft swaddle with their eyes closed, and comes with a collector’s guide with which kids can discover more about the doll. This can also be filled in like a birth certificate alongside fun dot-to-dot and colouringin activity. Aimed at children aged three and above, Baby born Surprise offers play longevity. Kids can wake their baby up to discover its eye colour using a damp cloth, then open the swaddle to see the skin colour, hair colour and hair style. Each baby’s bottle colour signifies whether the doll is a boy or a girl and can also be used to feed the baby with water; this results in a wet nappy, which will reveal a colour change pattern. The dolls legs and arms also move, so they can sit up or lie down. Each surprise uncovers something new about the doll; the nappy pattern, for example, reveals the baby’s birth month. There are 12 collectable swaddles in Series 4, with new characters including Royal Swan, Dreamie Genie, Fairy Pony and Pearly Pup. Baby born Surprise also offers a Pets collection, which includes animal themed swaddles, a range of animal characters and a colour change reveal. October sees the launch of Baby born Surprise Series 5 (pictured), which adds another fun twist to the swaddle surprise dolls. The new characters are even more magical, coming wrapped in detachable wings with glitter detailing. Signature surprises, such as the nappy pattern reveal and eye colour reveal, enhance the play. Zapf says Series 5 will launch as a must-have stocking filler for Christmas.

DKL-Beysal 01604 678 780 | www.dkl.co.uk Plus-Plus features a wide range of different tube designs including Zoo Animals, Dinosaurs, Aquatic, Space and more. Each contains 100 pieces and instructions on how to create 3D models, all packaged in attractive clear tubing. A CDU display of 24 pieces is available, or the product can be hung. Alternatively, a Floor Spinner Stand which can hold up to 144 tubes, plus a play tray with play pieces, is also on offer. Breyer pocket money toys include Mini Whinnies Unicorns, a new blind bag collectible which allows unicorn lovers to collect eight different styles. CDUs each contain 48 pieces, and one in every two also includes the desirable golden chase piece. Hama beads continues to impress with its low prices and high play value. A popular pocket money option is the Small Blister assortment. Each pack contains a pegboard, ironing paper and enough beads to make three creative designs. The assortment comes in a CDU of 24 pieces, or the packs can be purchased individually. DKL supports all its ranges with a full marketing campaign, including everything from bespoke planograms to extensive social media and PR activity.

Schleich 01279 870 000 | www.schleich-s.com/en Eldrador Creatures introduces a range of collectibles from the newly created jungle world this year. With a special design and unique features, these new figures will join existing beasts in the popular fantasy world. The new jungle world differs greatly from other Eldrador realms, with its wild flora and toxic yellow thorns. There are three creatures to discover. The monster gorilla has strong arms and sharp claws. The plant monster has two heads and a dangerous prickly whip, and the jungle king creature is covered in spiky vines. Eldrador Creatures benefits from a proven history of sales, offering repeat purchase opportunities for retailers, as well as a dedicated microsite - www.eldrador.com.

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Introducing new out of this world Playfoam® Pals™ Space Squad, available now! To order contact your Learning Resources Sales Manager call 01553 819380 email sales@learning-resources.co.uk

To learn more about Playfoam® visit learningresources.co.uk/Playfoam

Pocket Money & Collectibles

Magic Box Toys 01403 251 286 | www.magicboxint.com Magic Box Toys, the company behind Star Monsters, Zomlings, SuperZings and MojiPops, has announced plans for a new series of collectibles – SuperThings Secret Spies Series – which launched on 21st August. SuperThings Secret Spies Series taps into the ever-popular hero vs villain format and uses everyday objects and food as collectible characters. There are 80 characters to collect as well as 24 Secret Spies which have a colour changing feature; kids simply pop them in warm water to discover the true identity of each spy and whether they a hero or a villain. The Ultra Rare Oculus Max is also shielded in disguise, and his true identity will only be revealed when he is found. Kids will also enjoy hunting for the two Super Rare Gold Finish characters – Hardlock and Lord Torch. Eight Secret Hideouts are available to collect with an RRP of £3 each. Kids need to crack the secret password on each Hideout to unlock. Hideouts can be stacked together to create the ultimate lair. Spy Jets are the chosen modes of transport for the new characters, of which there are eight to collect. Bite Boat, Monster Bike, Speed Jumper and Sky Gripper are just some of the designs that all hide a secret weapon for battle. Also included in the Spies Series is the great value £5 starter pack and the £5 Megapack, which offers four characters and a Secret Hideout. The 2020 launch will also see playsets as part of the line-up. SuperHeroes HQ includes fun interaction and moveable parts, plus the official SuperThings Truck. The Power Band includes an exclusive Enigma figure. Kids spin the dial to activate the Ultra rare sounds. Two fully interactive vehicles complete the toy line – Kid Kazoom vs Kid Fury. Kids can choose between battle mode, where spinning weapons are released for ringside rivalry, or flying mode to attack from above. Each vehicle is fully equipped with weapons to fire.

Mattel

01628 500 000 | www.mattel.com In 2020, Hot Wheels introduces licensed new gaming-themed designs including Super Mario, Street Fighter, Minecraft and Overwatch, while the latest assortment of Hot Wheels Car Culture premium models comes in a Fast & Furious theme. The Fast & Furious die cast singles assortment includes new and unique premium collectible vehicles that let kids recreate their favourite scenes from the films. The 1:64 scale Monster Truck range has been designed for head-to-head crash battles. New to the line this autumn/ winter are Rev Treadz and Dueling Doubles. With over 50 different truck characters to collect, each comes complete with a Hot Wheels crushed car for authentic crashing and smashing play. The Thomas & Friends Minis range brings collectability and adventure to pre-schoolers via an extensive range of miniature engines. Thomas & Friends also offers Large and Small Push Along Engine Assortments, which help to stimulate imaginations. The latest themes in the Polly Pocket Pocket World line include Llama Concert, Saturn Space, Narwhal Arctic and Juice Box Safari. These compacts come with a strap so kids can wear them as a wristlet or purse. Cloudees, a fun and innovative new collectible for 2020, lets kids discover a surprise pet in a soft cloud they can create themselves. Adding water to the large cloud case and shaking it results in a fluffy cloud substance, which then reveals the Cloudees character and six additional surprises. There are 14 characters to collect from seven different weather-themed lands.

Simba Smoby Toys UK 01274 765 030 | www.simba-dickie-group.de/en Jada’s impressively detailed die cast vehicles celebrate the best in action film merchandising, in the form of scaled replicas of the most memorable wheels to grace both the big and small screen. Fans of the Fast & Furious franchise, which has generated almost $6b at the box office, will enjoy Jada’s licensed die-cast line up, which comprises part of its Hollywood Rides collection. Featuring of all the most popular cars from across the 8-film franchise, 2020 sees new additions from Hobbs & Shaw as well as fan favorites such as Domenic Torreto’s Dodge Charger. The pop culture icon Batman celebrated his 80th birthday this year. Jada’s 1:32 scale Batmobile cars are ideal for Bat-Fans, and are available alongside the 1:24 scale Batmobiles. Vehicles from Batman 1989, Batman Forever and The Dark Knight are included within the range, and each comes with a mini Batman figure. To support the theatrical re-release of Back to the Future, which is scheduled for autumn 2020, Jada has produced the iconic DeLorean in 1:32 and 1:24 scale, as well as Nano-Packs. Die cast also enters Ryan’s World with the new Mystery Egg Collection. Emulating the surprise toy unboxing that the YouTube star is famous for, each bright yellow egg contains one fantasy die cast race car. There are 12 to collect, including the Combo Panda Speedster and Ryan’s Muscle Car, plus one chase vehicle. New for this year, the die cast Minecraft figures have been created in 1:65 scale and come in blind foil bags, making them an ideal pick-up purchase for fans of the popular online game. The animated show 44 Cats also benefits from a new collectible range; the entry level 44 Cats Dump Bins offer the perfect way for fans to collect their favourite characters.

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Moon Ball Mania • #1 Global Best Seller Bounces out of this world! From the bright side to the dark side of the Moon, kids go crazy over the patented Moon Ball’s gravity-defying bounce. Its craters are designed to make a unique pop sound, which makes it even more addictive to play with on playgrounds, in the street, or even inside - off the walls!

Take Your Sales to the Moon! Our grab and go Moon Ball display is perfect for impulse pocket money sales. One bounce, and they’ll be hooked. Don’t miss out on creating Moon Ball mania in your stores! To learn more, contact info@waboba.com.

Have You Heard the Moon Pop? Visit YouTube to watch “Moon Ball Pop Sounds | London Street Beats”.

@Waboba

Pocket Money & Collectibles

PMI (+) 972 52 4614444 PMI offers a broad range of toys, collectibles and stationery ideally suited to impulse and pocket money purchases. The company’s new range of WWE collectibles taps into the increasing popularity and awareness of WWE. The initial launch range - the WWE Superstar Keychains assortment – sold out at retail within days of appearing in stores. Comprising 18 blind-bagged figures, the collection showcases the Superstars of WWE including John Cena, The Rock, Roman Reigns and Becky Lynch (A.K.A The Man), each of which can be attached to keys, bags or other accessories. The full range, which distributor Singleton Trading is currently rolling out across the UK, also includes Toppers and Stampers packs. The Stampers are available in a window-box 2-pack and a blister 5-pack, while the Toppers, which are ideal for adorning pens and pencils when kids go back to school, come in a blister 5-pack. There are 18 2-pack Stampers styles to collect, and 25 5-pack styles for both the Stampers and Toppers. Other licensed collectibles lines for 2020 include Series 1 of PinkFong’s Baby Shark (12 to collect) and Series 1 of Harry Potter (24 to collect). Retailers can opt for brightly coloured CDUs or FSDUs for in-store presence. To find out more, readers are advised to contact daniel@singletontrading.com.

Moose Toys 01637 882200 | www.moosetoys.com Oh! My GIF is inspired by the online social language of GIFs, bringing the world of digital GIFs, memes and stickers to life through a range of GIFbit characters. Each GIFbit allows kids to share the fun and humour of GIFs with their friends in real life; pushing, pulling, turning or twisting each GIFbit will reveal its entertaining surprise movements. Creating fun and shareability, the GIFbits can also be transformed into a digital version using the augmented reality card included within each Oh! My GIF pack. Kids can scan the AR card using the exclusive app to unlock their digital GIFbit. These can be collected and shared with friends and family, alongside the physical product. There are over 50 GIFbits to collect including rare metallic, ultra-rare metallic and a limited-edition GIFbit. Single packs and 3-packs are available. This season also brings a new level of rescue play to the collectible aisle with the launch of Scruff Surprise Vet Rescue. Snuggled inside the cute doctor’s bag is a Scruff Surprise Vet Rescue Pet in need of help. Kids can open up the bag, transform it into a bed and unwrap the blanket to reveal their new pet, before reading the diagnosis and healing their pet with its very own ‘make me well’ accessory. With 24 to collect, from a walrus with toothache to a sick unicorn and a penguin with a broken heart, collectors will be able to wipe or rub away ailments with this highly collectible new range from best-selling brand, Scruff-A-Luvs.

HTI 01253 778 888 | www.htigroup.co.uk A one stop shop for novelty and trending items, the pocket money category at HTI Toys remains a key focus for the business. The team is constantly evolving the ranges, with new brands and products being added to the already vast offering regularly to keep up with current trends. Dragons is a new addition to HTI Toys’ pocket money brand portfolio. This magical collectible range stands out as it features friendly dragons, rather than the more typically aggressive versions seen in films. HTI-owned tooling has allowed the company to create its own unique style and take for this ontrend theme. Products within the range include the cute and squeezy Sparkle Eyes, which flash when dropped or caught, and poseable Magical Dragon figures. Children can choose from pink, blue or purple dragons, or collect all three characters. As well as the introduction of new brands, some of HTI’s more traditional ranges have seen a complete style-guide refresh for the autumn/winter 2020 season, ensuring they are completely up to date and on-trend. One range which has seen a refresh this season is Dino World, which has been one of HTI’s most popular and evergreen ranges since it was introduced. This pre-historic range includes staple pocket money lines such as Dino Hatchling eggs, bouncy Dino Blinkers and Dino Putty, as well as even more new additions. Young dinosaur fans can also enjoy Dino World’s selection of large dinosaur figures. These figures include lifelike markings and sound effects. They can choose from the T-Rex, Stegosaurus or Triceratops, or collect the whole range.

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Pocket Money & Collectibles

Wotch Creations 0330 133 4392 | www.wotchcreations.com Walsall-based family business Wotch Creations is delivering its first licensed product to the toy industry this October, after signing a licensing partnership with SmileyWorld that will see the release of new collectible fidget toy range, SmileyHalves. Digital native brand SmileyWorld was established in 1997 when CEO Nicolas Loufrani created a new universal language, the Smiley Dictionary. SmileyWorld transformed ascii emoticons into something understandable to all and influenced the emoji language still used daily. The first product from Wotch’s international patent pending Hexa-Plex technology range, Smiley-Halves lets consumers ‘Collect & Connect’ Smiley’s iconic emoticons. The initial launch range comprises 10 blind-bagged emoticons in 22 variations, including six coloured editions of varying rarity and limited-edition Legendary glow in the dark versions that add to the collectability of the range. Not just a collectible toy, Smiley-Halves will allow kids to communicate how they are feeling in a unique way. Each magnetic half can also be mixed & matched with any other to create totally new expression. Each complete Smiley-Halves fits in one hand and the movement from the Hexa-Plex technology provides a distinctive and satisfying click when turned, perfect for keeping hands busy. Smiley-Halves will be supported throughout September with YouTube and TikTok marketing campaigns featuring a series of animation and unboxing videos which will demonstrate the Collect and Connect experience central to the play pattern. These campaigns will run alongside influencer partnerships to strengthen and complement the messaging. October will see the launch of a TV advertising campaign with Viacom, covering Nickelodeon, Nick Jr. and Nick Jr. Too, supported by activity on Nickelodeon’s social channels. The TV campaign will give retail partners already stocking the product the opportunity to feature in the adverts. Links and listings will also be added under stockists on the Hexa-Plex website, as well as referenced in social media campaigns. Phase 1 of the Smiley-Halves blind-bag collectible range is available in eye-catching CDUs of 20 pieces, each with an RRP of £4.99. FSDUs will follow for subsequent launches of new phases, along with collection boxes and display stands holding 10 faces. Product is available for despatch into stores from the end of September, for a 1st October launch. All order enquiries should be directed to info@wotchcreations.com. Alternatively, retailers can call Wotch Creations’ sales team on the number above.

Epoch making toys 08435 574 062 | www.sylvanianfamilies.com Epoch making toys continues to expand its customer base by launching new pocket money surprise collectible bags from the company’s iconic collectible range, Sylvanian Families. Due to popular demand, a third series of the Sylvanian Families Baby Collectible bags has been released, featuring a camping theme. Each surprise bag contains a baby figure and a camping accessory such as a map, backpack and roasting marshmallow. There are eight figures to collect, plus a mystery ninth figure, which come together to create the perfect Sylvanian camping trip. Priced at £3.99, the Baby Collectible bags are ideal pocket money buys for core fans as well as children new to Sylvanian Families.

Click Distribution 0330 123 2559 | www.clickdistribution.co.uk Click Distribution UK is introducing a new girls’ property this autumn/winter. Each of the six For Keeps characters comes with a Cupcake Keepsake with a secured top. The top twists off to reveal notes, affirmations or other important ideas kids may want to share with those they love. The company is keen to highlight the positivity of this message during what are difficult circumstances for many people. For Keeps is supported by an extensive marketing campaign which will include YouTube unboxing, TikTok, Facebook, Instagram, music, influencers and more. August has been a big month for Panini’s Trading Card collections, and the momentum isn’t slowing down. The launch of the highly anticipated Premier League 2020/21 Adrenalyn XL Trading Card Game has got off to a strong start. Millions of Fortnite cards were sold last year, and August has seen the launch of the Fortnite Reloaded Trading Card Collection, which Click is tipping to be one of the best-selling collectibles of 2020. The company is also distributing the Tour De France Sticker Collection, L.O.L. Surprise! Glitter & Glow Trading Cards, the Animals Sticker Collection and the NFL/NFLPA 2020 Sticker and Card Collection. FGTeeV is one of the UK’s leading brands at the moment, reflected by the sales of Click’s Microphone and Fart Flinger. For autumn/winter, the company is introducing new FGTeeV lines, including construction sets. Piggy launched at the end of January 2020 and became the fastest game to reach 1b plays in the history of online gaming platform Roblox. Despite being only seven months old, Piggy already features in the Top 5 most played Roblox games of all time. Cute and highly merchandisable, Piggy features a deep and diverse character set and benefits from strong social engagement. This autumn/winter, Click will be launching action figures, plush and a Bundle Head Piggy Bank, which will include two exclusive action figures, one exclusive plush character and more. All Piggy products will come with exclusive in-game items.

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Pocket Money & Collectibles

Panini 01604 877 888 | www.paninigroup.com Hot on the heels of the successful Official Premier League Football 2020 Sticker collection comes the launch of the 2020/21 season Official Premier League Adrenalyn XL Trading Cards. Featuring a new look and new special cards, Adrenalyn XL is the only official Premier League trading card collection, and the only collection which includes all 20 Premier League clubs from one of the world’s best and most exciting leagues. The full collection comprises 468 trading cards plus 30 Limited Edition cards to for fans to find. Boasting a striking new design and a logo refresh, the collection features card sections such as Top Keeper, Lightning, Hero, Game Breaker, Golden Ballers and Elite cards. Fans should look out for the rare Invincible card, as they collect, play and trade their way to the top. To kick off collections, a Starter Pack includes a high-quality collectors’ binder, a 2-player gameboard and poster, 18 trading cards, a magazine game guide and two guaranteed Limited Edition cards. Each trading card packet includes six trading cards and one QR code leaflet, which collectors can use to redeem cards for the online game. Available now, the collection will benefit from a heavyweight media campaign to include TV, radio, digital and social media investment. Significant product sampling with both a national newspaper and thousands of primary schools across the UK & Ireland will place the product directly into the hands of consumers, while cross-promotional partnerships with Sky and Nike, in addition to support from some of the highest profile football influencers, will further endorse the collection.

Flair 020 8643 0320 | www.flairplc.co.uk Toynamics UK 0116 478 5230 | www.toynamics.co.uk The Hape pocket money starter pack includes 23 different types of wooden toys and games - 77 in total - which retail at price points between £1.50 and £8, as well as a rotating countertop display unit. Featured in the selection are bird whistles, magnetic drawing boards, stamps, crayons, spinners, kaleidoscopes and more. Hape also offers smaller CDUs suitable for stores with limited space, as well as refill packs to ensure retailers can remain stocked up.

Already a hit in the US and now proving popular in the UK, the trend driven I Dig Monsters is a collection of charismatic vinyl monsters that can only be revealed by carving, slicing and digging them out of the cold-to-touch compound. Series 1 has 28 Monji Monsters to collect including ultra-rare and limitededition designs. Each Monji also boasts a temperature activated colour change feature. The I Dig Monsters launch has been supported by a substantial marketing campaign including TV, preroll, influencer activity and more. Newly introduced for 2020, the Totally Tiny range is a collection of miniature pretend food treats. An ideal addition for fans of doll play, kids can choose from both sweet and savoury sets. Impulse purchase options include the Tiny Lunchbox collectibles. Each comes in a mini lunchbox and features a mystery slimy ooze topping. There are 12 to collect including s’mores, a smoothie, apples and peanut butter, or a sweet pastry set.

Basic Fun 01189 253 270 | www.basicfun.com Each new Care Bears Surprise Collectible Figures comes in one of three different coloured rainbowstyled cases, which kids can open to also reveal a Collector’s Guide and a Care Coin. There are 10 to collect. Care Bears Light up Danglers are new for autumn. Each features a light-up effect that shows off their colourful belly badges and a heart shaped keychain.

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Feature

Pre-Christmas Marketing

Broadcast news In 2020, Q4 marketing campaigns will arguably be more diverse than ever before, reflecting the changing habits of consumers in a post-Covid world. Toy World asks what role TV will play in Christmas ad spends this year, and looks at the continued evolution of the consumer-facing space.

ata on lockdown TV viewing habits makes for interesting reading. Although TV viewing was significantly up at the start of lockdown, July BARB (Broadcasters’ Audience Research Board) figures suggest that children aged 4-9 are watching an average of 58 minutes per day, a 3% decline YoY. July parent viewing was similar, down -2% YoY. For ITV, the period was catastrophic; profits fell 90% to £15m in the first half of the year as advertising income plummeted 43% in Q2, the most severe decline in its broadcasting history. “Let’s focus on the commercial children’s channels though, where the majority of Toys & Games ad spend is placed,” says Jonathan Chambers, director of AV Investment at Generation Media. “As a collective, commercial impacts on these channels fell -14% YoY during the lockdown period (April-July). Some of this can be explained by the fact that channels such as Cartoon Network limited their commercial minutage for a period as advertiser demand fell. However, data such as this would indicate that linear TV should be playing a reduced role YoY - although Pop (+32% YoY) and Nick (+8% YoY) would surely beg to differ.” Extrapolated Generation Media data based on figures to the end of July suggest there will be in the region of a quarter fewer toy and game advertisers gracing our TV screens this year – an estimated 56, down from 76 in 2019 – a trend also replicated for campaign count (27% down YoY); this would result in 469 campaigns on screens, 174 fewer than in 2019. “This is most likely the result of advertisers prioritising key brands with greater sales potential than taking risks on new or lower value lines,” explains Jonathan. “It does, however, represent

opportunity for brands looking to enter the market for the first time, or gain market share, with competition at its lowest for many years.” For FOV (Free Online Video), VOD (Video On Demand) and SVOD (Subscription VOD) however, the story this year is very different. FOV, the majority of which is YouTube, has grown its share of 2-12 year olds viewing from 24% to 25% wave on wave (Oct ’19 vs. Apr ’20), meaning it has overtaken Live TV for the very first time (down from 28% to 23% over the same time period). Sky – which stands to become the main beneficiary of Disney’s retreat from linear in October - is claiming a +83% increase in VOD consumption on their channels during lockdown, while SVOD has increased its share of viewing for the same audience from 23% to 29% wave on wave, which Jonathan says ‘catapults it to the top of the viewing pyramid’. “The majority of this is Netflix,” he adds. “However, Disney+, in its first month of existence in the UK (at the time of study), already accounted for a quarter of all SVOD viewing. These SVOD services are noncommercial, causing a problem for advertisers who do not have the benefit of content on their platforms. However, all SVOD should be considered part of the Connected TV Ecosystem, which also contains a whole host of Ad-Funded VOD (AVOD) opportunities in the form of partners such as the CITV Hub, Sky Kids On Demand, Ketchup, Kidoodle, Happy Kids TV and pocket.watch. These, combined with their SVOD counterparts, account for almost 40% of all viewing by 2-12 year olds - and this is excluding the YouTube viewing which takes place on a TV screen.” Echoing comments made by Jonathan, Matt Smith, head of AV at Arena Azure, is urging brands to think of FOV, VOD, SVOD and AVOD the same way they

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would TV, telling Toy World: “Children certainly do not differentiate between linear TV and on demand TV – it’s all they’ve ever known. The UK is still far behind the US in terms of its transition to VOD and YouTube but that is rapidly changing. Roku, for example - a well-known proposition in the States yet still relatively small over here - took the opportunity during lockdown to bring forward the launch of its kids’ channel in the UK in response to the trends we are seeing. This landscape will continue to change as SVOD grows, and a plethora of AVOD opportunities arise.” While brand loyalty has been an important factor in lockdown purchasing decisions, with many consumers unable or unwilling to take a punt on an unknown, there is another side to the coin; research suggests that a major life event can encourage shoppers to do just that. Whether you’re reinforcing your brand’s credentials or trying to tempt consumers away from their go-to, there’s arguably never been a better time to invest in a strong, omni-channel marketing campaign. Matt explains: “Those who advertised during lockdown would have achieved a healthy over-delivery and being front of mind this period was hugely beneficial especially when looking for new products to keep the kids entertained. The other side of that is the brand loyalty, familiarity, and trust that consumers have in their favourite brands, especially when the family budget only allows for limited spending. That is why established brands like Hasbro’s Monopoly and Mookie’s Swing Ball did so well in this period consumers reached for the known and loved.” Outside of TV, 2020 has seen companies spreading their marketing spend across a wider range of

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Pre-Christmas Marketing

platforms. Beyond linear, Jonathan tells us, YouTube will be the most prominently used platform by the Toys & Games market, while TikTok – which has become something of a lockdown phenomenon – will also see its fair share. Influencers certainly seem to be a bigger feature of Q4 marketing campaigns this year, if the information on the following pages is anything to go by. Here though, Jonathan urges caution: “As a newly established ad platform, it will take time to build sophisticated targeting solutions, meaning we may not see the best of TikTok in terms of results until

we are a year or two further down the line - although the potential Microsoft takeover would surely speed things up.” While recent months have seen a marginal shift back towards ‘normal’ life, the period between now and Christmas is likely to remain turbulent; Q4 consumer spending habits are still an unknown entity at this point, and the threat of further local lockdowns (or even a national one) remains real. Companies are therefore advised to stay reactive in their advertising plans, as are TV stations and

other platforms, if launch dates move or supply chain disruption occurs. Advertisers also need to be flexible on how and where campaigns are delivered, says Matt: “Bearing in mind the demise of the linear Disney channels and the continued growth of VOD and YouTube, we may need to pro-actively move into those spaces. Going into Q4, remaining agile and adaptable is the best path to a successful end to the year for us all.” Over the following pages, leading toy suppliers outline their Q4 marketing plans for this year.

Opinion

Be proactive and reactive!

ver the past decade, advertisers have had to navigate a media landscape that’s shifted towards digital media with audiences becoming more fragmented and harder to reach. The past few months have accelerated this, with kids spending more time in the home with their media of choice. Set against this and in the context of this year, it’s worth picking out a few key themes for advertisers which will only grow in importance in the months ahead. Have greater control over your media investment Uncertainty this year has meant advertisers have required more time to make investment decisions with greater flexibility over that investment. For example, approving TV campaigns in the current market needs decisions and changes to be made closer than ever to the live dates of the campaign. Media agencies need to be managing this process for their clients where both the seller and buyer still benefit, however guaranteeing advertisers more flexibility in their investment deals. This will become more important in the final quarter. Future proof your TV strategy The selling power of advertising toys and games products via the TV set is unquestionable. It’s the leading awareness and sales generator. The growing challenge for the industry however has been how to maximise reach of campaigns on kids’ commercial channels. Disney will be removing their channels from both Sky and Virgin platforms this October, reducing the number of commercial channels available to advertisers. This should be the moment for advertisers to plan in earnest and strategise how to make the best out of their TV investment beyond kids’ commercial channels. Video on Demand platforms (VOD) continue to grow both audiences and their offering to advertisers. The tricky part for advertisers will be

moving away from metrics and measurement they are comfortable and confident with to new ways of planning and measuring performance. Knowledge and data gaps must be closed by the media agency, supporting, informing and adding value in this process. As the way kids and adults view TV evolves, your TV strategy needs to reflect and embrace this. As TV advertising investment shifts from linear (BARB audited TV channels) to streamed (programmatic trading), technology and team expertise plays a pivotal role in the quality of trading and delivery. This centralises control of campaign management and delivery within your buying agency as they are setting the buy parameters and are also directly acquiring the media. This is a shift away from the traditional buy model where broadcasters can still move advertising spots in ad breaks even after they have been agreed. Technology allows direct access and control over buying inventory at scale for advertisers. Last minute changes to creative and being more reactive can happen when there’s greater control over the buying and delivery process. YouTube is a TV platform YouTube launched 15 years ago but it’s far from ‘old hat’ and is more relevant now than ever. It’s the no.1 video platform for reach and engagement with kids by some way. Kids are introduced to the platform at a very young age and stay with it throughout their childhood. The sheer magnitude of new content is staggering and is constantly being added to; Disney+ or Netflix just can’t challenge this breadth of content. It’s therefore always relevant and always on trend. Kids watching YouTube via the TV screen is also growing as more smart TVs enter the home. Advertisers should be rethinking the role of YouTube as viewing grows on the TV set.

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Tristan Brooks Tristan is managing partner & head of client services at Azure Media, a leading youth and parent specialist media agency.

Target your purchasers directly As a category, most toy and games advertising budgets are focused on creating awareness and demand via the child, or when the child is with the parent, rather than engaging the purchaser directly. During lockdown, we saw a significant increase in the number of parents and other purchasers actively seeking, researching, and purchasing products for children. It’s important to recognise and react to when your customers are more involved and engaged in this process. This may require a different media and creative approach, however by making the messaging and the media relevant, this should increase your chances of being considered and purchased. If you’d like to hear more about our approach to media, please do get in contact -

tristan.brooks@arena-azure.co.uk

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Pre-Christmas Marketing

Mattel 01628 500 000 | www.mattel.com

Mattel continues to invest in heavyweight campaigns to support key items for the festive period, with extensive TV campaigns in place to drive consumer demand. This autumn/winter, Barbie introduces new career play sets including the Barbie Food Truck. TV will also support the supersize Dreamhouse and estate-themed play sets, including the Dreamplane and new 3-in-1 Dreamcamper. New waves of the Colour Reveal Dolls will have an on-trend mermaid theme and will be supported with TV advertising, alongside the Barbie Dreamtopia Sparkle Light Mermaid. The Barbie Princess Adventure Deluxe Princesses and Princess Adventure Prance and Shimmer Horse are bothed based upon the new musical special, Barbie Princess Adventure. Hot Wheels continues to offer thrilling vehicle experiences with the impressive Hot Wheels Sky Crash Tower. TV will also be supporting the new Hot Wheels Ultimate Garage and Hot Wheels City Air Attack Dragon. Within the Hot Wheels Monster Trucks range, the Hot Wheels Monster Trucks Scorpion Playset will also benefit from a focused TV campaign. Fisher-Price introduces the new Rolling Rovee with extensive TV support in place, as well as the new Linkimals, Play Together Panda, Couting Koala, and the Laugh & Learn Grow-the-Fun Garden to Kitchen play set. The Fisher-Price Little People Launch & Loop Raceway and Babies 1-2-3 Babies Playdate will also be supported on the small screen. Thomas & Friends introduces the new play sets TrackMaster Mad Dash on Sodor, Day Out on Sodor and Walking Bridge. Ideal for younger Thomas fans, the Thomas & Friends Storytime Thomas train will also be TV advertised. After a successful launch in 2019, Mattel’s Disney Pixar Toy Story 4 will continue to drive awareness through TV with the Galaxy Explorer Playset, while Disney Pixar Cars will see the Stunt and Splash Colour Change Red and Rusteze Jump and Drift Raceway appear on televisions in the run up to Christmas. The Jurassic World Epic Roar T-Rex will benefit from a targeted TV campaign, while the WWE Elite Figures will be sponsoring WWE on Channel 5. Fisher-Price Imaginext is also supporting the DC Superfriends Transforming Batcave TV campaign. Cave Club launched in July, with TV advertising for the new Cave Club Core dolls running since August and throughout this month; Rockelle and Tyrasaurus will also be supported in the lead up to Christmas. Polly Pocket’s new Tiny Mighty Backpack Compact will also be appearing on televisions across the nation, along with the new Pocket World Compacts. New to Mattel’s games portfolio, Inky’s Fortune and Puglicious - billed by the company as the must have kids’ games for 2020 - will be supported on TV this year. After a fast start and successful launch at the end of last year, Pictionary Air has seen continued success in 2020 and will be live on TV later this year, ready for Christmas.

Canal Toys 01904 379 123 | www.canaltoys.fr/en Canal Toys has committed to extensive and impactful TV, digital and PR campaigns during Q4 as part of its marketing strategy for autumn and Christmas. Focusing on three of the So-DIY core brands, Canal Toys will invest in more TVRs per brand than ever before. Best-selling So Slime and So Bomb DIY, and the new So Sand DIY sets, will be TV promoted to highlight Canal Toys innovative selection of DIY arts & crafts lines. To boost awareness of the So DIY brand further, Canal Toys is also sponsoring evenings on Nickelodeon throughout October. So Sand DIY Studio lets kids create their own magic sand from scratch. The set comes complete with moulds, sand, tools and cute characters, so kids can enjoy AMSR satisfaction every time they play. The So Bomb DIY Crystal Geode bath bomb sets, meanwhile, allow children to create impressive bath bombs in traditional and on-trend geode styles, each of which will change the colour of the water in a bath when dropped in. So Slime Tie & Dye is Canal Toys’ first venture into the ready-made slime market, introducing something new and innovative to the category. Kids can mix up slime in the mini washing machine simply by adding in the scented colourants, shutting the door and listening to the realistic sound effects. The Tie & Dye Washing Machine lights up and spins, changing the slime in front of their eyes. When the time is up, they open the door and pour the new slime into the basket before enjoying the impressive tie dye dispersed patterns throughout the compound. So Slime DIY Glam features shakers designed to look like perfume bottles or beauty accessories, while So Slime Glam Studio provides the ultimate way for kids to create perfume-themed Slime. Kids can mix & match using test sticks to create the scent; once they’ve found the perfect combination, they can jot it down on their recipe card so they can recreate the scent again and again. For more information about So Slime, So Bomb or So Sand DIY, please contact Canal Toys on sales@canaltoys.uk

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Pre-Christmas Marketing

Flair Just Play 020 8643 0320 | www.flairplc.co.uk In October, the PJ Masks TV, VOD and YouTube campaign will highlight the new Save the Sky collection, which includes Romeo’s Flying Factory Playset and the PJ Masks Air Jet. Both new play sets also feature in the new 44-minute PJ Masks Save the Sky special, premiering this October. This will be followed by a November schedule that focuses on the new PJ Masks 2-in-1 Mobile HQ, together with additional support for Romeos Flying Factory. The autumn/winter Hairdorables launches - Series 5 Hairdorables, Longest Hair Ever Hairdorables, and Series 2 of the Hairmazing fashion dolls – will benefit from strong support throughout the season. TV will start in September with a second burst over October half term, whilst YouTube and influencer activity will see investment in line with each TV campaign. With each wave coming one after the other, always on-digital views will start from September through to the end of November, showcasing each collection’s features to girls aged 4-9. The Ben 10 Transforming Omni Cycle will spearhead a TV campaign aimed at boys 4-9 throughout the month of October. The activity will coincide with the launch of the new Ben 10 Movie and will also include the new Space Theme figure series, the Omnitrix Creation Set, and the Ben 10 Creation Chamber. Following a successful launch for I Dig Monsters, which has seen YouTube and TikTok creators scraping, slicing and grating their way through the I Dig compound to find their own Monji Monsters, further activity is due for October half term. The August TV and digital campaigns will be added to with more TVRs, while further influencer activity will unearth the largest Monji of all from the Jumbo I Dig Monsters Popsicles. Other TV supported brands from Flair and Just Play include Sprit Riding Free, Totally Tiny, Jelli Rez and Frozen II.

Jazwares 020 3598 5119 | www.jazwares.com From late September, Jazwares will deliver a high-impact, multi-channel marketing campaign to support the highly anticipated re-launch of Micro Machines. With TVCs promoting the world of Micro Machines and the iconic Super Van City play set, a significant TV advertising campaign will air across kids linear and VOD channels. The campaign will be further supported by digital, social and influencer activity, and national media promotions. Jazwares will continue to support the best-selling plush brand Squishmallows through Q3 and Q4 with strategic TV sponsorships, digital advertising on YouTube and VOD platforms, sponsored kidfluencer campaigns, continued parenting influencer outreach and ongoing social media activity. Jazwares says the brand’s expansion is set to take Squishmallows to the next level, with new developments that will be game-changing within the plush category. A pre-Christmas TV advertising schedule, complemented by a digital advertising and influencer outreach programme, will be implemented for Cabbage Patch Kids, to support the market-wide launch of the 14” Cabbage Patch Kids and 9” Cuties this season. The Baby Shark line from WowWee will be TV promoted during key buying periods, boosted by social media and PR campaigns. Power Treads, from WowWee, will also be advertised on TV from Q3 with a TVC showcasing the all surface vehicles.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Ahead of Christmas, Spin Master is promoting its newest and most engaging ranges with new TV advertising campaigns. Throughout August, September, October, November and December, the company’s top toys for Christmas will hit TV screens, including the all-new Batman Mission Playset and Launch & Defend RC, Gund’s Flappy the Elephant, Kinetic Sand Sandwhirlz, two new products from Cool Maker and Hatchimals’ Cosmic Candy Pixies and Pixie Riders. Spin Master’s new games and puzzles will also be seen on TV, including amusing pre-school game Grouch Couch, Hedbanz and Beat the Parents. Products from new ranges including Bakugan: Armored alliance and Paw Patrol Dino Rescue will also be supported by pre-Christmas TV advertising to coincide with the release of the new shows on Pop TV and Nick Jr.

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Pre-Christmas Marketing

Golden Bear 01952 608 308 | www.goldenbeartoys.com Golden Bear has announced its pre-Christmas TV advertising campaign plan for the 2020 Q3/Q4 period. The company’s hero brands will be supported with multiple TVC bursts between September and December, with 31 weeks of airtime scheduled and eight new TVCs being produced. Hey Duggee, Bing, In the Night Garden, Sassimals, Smart Ball and FunLockets will be supported with a collection of 10”, 20” and 30” spots aired across terrestrial and satellite channels throughout the UK and Ireland. Golden Bear’s new singing, talking and dancing feature plush, Sassimals, launched in July with two TV bursts, and the campaign continues with 20” spots airing from this month. Channels include Nick Jr., Nick Jr. 2, Tiny Pop, Pop, Nick Toons, Milkshake and Cartoonito. A new 20” TVC for the FunLockets Secret Journal, a new diary set that encourages mindfulness in children from age six, also airs in September. Similar channels will be targeted. The best-selling original Smart Ball and the new Speed Ball, which launches in October, will also be TV advertised in Q4 on Pop Max, Pop, Tiny Pop, Nick Toons, CITVB, Cartoon Network and Boomerang. Adverts on Sky Sports and Sky One will widen appeal within the adult and sports’ fan market. In the pre-school arena, In the Night Garden’s new Ninky Nonk Musical Activity Bubble Train will be included in a new 30” TVC, alongside the new Musical Activity Day and Night Igglepiggle. The bursts launch this month and continue throughout Q4 on Nick Jr., Nick Jr. 2, Tiny Pop, Milkshake, Cartoonito, iNick Jr. and iNick Jr. 2. Hey Duggee bursts, running from this month and throughout Q4, will support the launch of the new Duggee’s Adventure Bus play set and the new Voice Activated Smart Duggee feature plush. The channel mix includes Nick Jr., Nick Jr. 2, Tiny Pop, Milkshake, Cartoonito, Boomerang, iNick Jr. and iNick Jr. 2. Bing fans will be able to see the new Bing Lights and Sounds Train with Mini Playsets advertised on TV from this month and throughout Q4 on Nick Jr., Nick Jr. 2, Tiny Pop, Milkshake and Cartoonito as well as iNick and iNick Jr. 2. A second TVC is being produced to support the new Time for Bed with Bing and Owly feature plush, which also airs from this month. A mix of traditional PR, digital, and social campaigns will also support the TV advertised lines throughout 2020.

Moose Toys 01637 882200 | www.moosetoys.com Moose’s autumn/winter TV advertising will consist of seven brand campaigns airing from this month to Christmas, equating to over 7,000 TVRs. The TV campaigns will form part of the 360 marketing campaigns developed to support the company’s new launches, as well as new products from established brands Scruff-a-Luvs and Kindi Kids. The Kindi Kids TV campaign will feature two spots for the Series 3 range, showcasing the new Doctors Corner theme, Dress Up Dolls, and the brand’s first interactive doll. Launched last year, Kindi Kids is proving popular with kids and parents alike and was the No. 11 item in Total Toys for July, along with No. 16 item YTD. The Kindi Kids TV campaign will be complemented by a digital pre-roll campaign, influencer activity and a PR campaign. Rescue plush brand Scruff-a-Luvs will also feature in a strong TV campaign across the autumn/winter season with two TVCs to support the newest addition to its core plush range, Fantasy, as well as new collectible segment, Scruff Surprise Vet Rescue. Making its TV debut this year is the new vehicles brand Boom City Racers, a collection of ripcord–powered race cars. The marketing campaign started this summer and will continue to gain momentum with a TV campaign across two spots – one for the core car range and another for the Fireworks Factory Play Set. Oh! My Gif, which launched in the UK in July, will continue to be supported with TV across its core collectibles range; a new line slated for launch in October will benefit from its own TV spot. Moose will also be TV advertising two totally new brands launching in September and October; look out for more information on these in the coming weeks.

Schleich 01279 870 000 | www.schleich-s.com/en Following the debut of TV advertising for Horse Club in 2019, Schleich says the line has fast become the equine brand of choice for kids. This year, Schleich will aim to echo its previous success with further linear and digital support for the key lines of the season beginning in mid-autumn. The Big Horse Show play set - which features a marquee, arena, horse and accessories - will take centre stage, while the Pony Trap comes complete with Horse Club figure Clara, a Connemara pony to pull it along, plus many other accessories. Schleich’s Dinosaurs World will also receive significant support to ensure the first ever play sets in this range are front of mind with fans. The well-equipped Large Dino Research Station boasts a mobile crane, trapdoor, movable fencing, cannon with tranquiliser darts and a lance for catching dinosaurs. The Dinosaurs World play sets allows kids to create new dinosaur scenarios with Maxx, Luis and Flynn.

Toy World 64

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Pre-Christmas Marketing

Bandai UK 020 8324 6160 | www.bandai.co.uk Bandai UK has announced its pre-Christmas advertising campaigns for the 2020 Q3/Q4 period. A mix of traditional, digital and social campaigns commenced from the summer holiday period, with additional bursts planned for hero brands from October through to December. Ranges including Harumika, CoComelon, Nuzzy Luvs, Dragon Ball, Sea Monkeys, Miraculous and Bananas will be supported with a collection of 10 and 20 second spots aired across terrestrial and satellite channels. Award-winning arts & crafts brand Harumika and the new CoComelon toy range will receive the majority of placements, reflecting the company’s commitment to both brands with 360-degree marketing plans. Bandai is also investing in channel sponsorship for action figure brand Dragon Ball and the relaunch of Miraculous. Comprehensive TV advertising plans will be implemented throughout the period, integrating traditional with digital and social channels. Harumika will also be supported with a strong social presence via a new dedicated Instagram channel, and branded website including fashion-inspired video content and how-to tutorials. CoComelon enjoys additional mum- and parent-specific targeting with nursery placements and a social virtual ‘meetup’ campaign to reflect the current post-Covid climate. Each range will also benefit from PR, social, and influencer activations until the end of the year.

Simba Smoby Toys UK 01274 765 030 | www.simba-dickie-group.de/en Simba’s Masha and the Bear line-up offers Masha dolls and Bear plush as well as play sets and collectibles including the hero TV line The Bear House Playset, which opens up to reveals Bear’s cozy cottage. A TV advertising schedule running throughout September and October, supported by VOD, will keep the toys front of mind. YouTube advertising is also in the mix, and will sandwich the TV with bursts that started in August and will run until November. The company’s popular Toy Story collection will also be supported through TV and YouTube advertising aimed at the core audience of boys aged 4-7. The 1:24 Buzz, Woody and Duke RC toys are central to the marketing drive, together with the 1:18 scale Buzz Lightyear Crash Buggy. A social campaign is also planned that will run during each burst of TV, with the aim of driving shoppers to retail at key buying times. New to the portfolio for 2020 is Simba’s Disney Plush collection, which will be supported through YouTube ads in October. This will add to the substantial amount of social and gifting activity that is underway for the brand. Disney is a top priority for the firm; as such, each collection benefits from its own focused activity, whether that be influential parents, Disney fans or social media celebrities. Since summer and throughout autumn, digital media support and PR activity for the Smoby collection has been a major focus for Simba. The brand now has celebrity and mum ambassadors in place, showcasing the collection to mums and families throughout the UK. Finally, kidult websites What Culture, Batman on Film and Den of Geek will feature adverting at key times for the wide range of 1:24 die cast movie vehicles from Jada.

Tomy 01392 281927 | www.tomy.com The newly launched Ricky Zoom product line will be supported by an extensive marketing campaign, designed to celebrate the growth of the Tomy licensed toy product offering and support the company’s retailers. Ricky Zoom is at the heart of the fast-paced CGI action and comedy adventure series for pre-school children, which follows Ricky’s adventures with his bike buddies Loop, Scootio and DJ. With friendship and community at its heart, the Ricky Zoom show premiered in the UK in October 2019 and is now a firm favourite amongst households across the nation. Partnering with property owner Hasbro as master toy licensee, Tomy has devised an innovative, and engaging range which brings the popular bike show to life for children around the world. The robust marketing plan will include an extensive digital programme, retail activations and television advertising in the run up to Christmas to provide maximum visibility for the Ricky Zoom product range.

Toy World 66

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Pre-Christmas Marketing

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

Brainstorm 01200 445 113 | www.brainstormltd.co.uk Brainstorm has TV advertised its key products for several years. This year is set to continue the momentum, with new lines including KlikBot added to the TV schedule. A new addition to the successful StikBot range, KlikBot will sponsor the CitvB channel during November and December, while bursts of TV advertising on targeted channels in the UK & Ireland start this month and will run regularly throughout Q4. KlikBots make the unique stop-frame animation aspect of StikBot even easier for kids to enjoy thanks to their precise, strangely satisfying clicking mechanism and interchangeable pieces. Series 1 KlikBot single figures come with their own accessories, and there are eight styles to collect. KlikBot Studio Packs, meanwhile, come with a tripod and all the parts kids need to build their own minion. The minion parts can also double up as armour for the KlikBot figure. All KlikBot limbs and accessories are modular, making the play possibilities limitless. StikBot is one of Brainstorm’s best-selling lines and remains popular throughout each year. Having been advertised in the early part of 2020 and during June, adverts featuring the catchy StikBot theme tune will also air during September and Q4. Sales of toys in the Brainstorm Toys portfolio have been bolstered in 2020, as parents looked for educational toys to support home learning. The company’s toys also offer attractive gifting options. Popular lines including My Very Own Solar System and the T-Rex Projector & Room Guard will be advertised from this month and during Q4. A new TVC has also been commissioned for My Very Own Rainbow, an on-trend and evergreen Brainstorm Toys product. This will air on Cartoonito, Boomerang, Milkshake, CitvB, Nick Jr., Nick Jr. 2, Tiny Pop and Disney Junior in the UK throughout Q4. In Ireland, the ad will feature across the Nickelodeon channels. Aqua Dragons has proved consistently successful for Brainstorm. A dynamic 20 second TV advert allows the company to show how these fascinating creatures are hatched and grown.

Already highlighted on TV’s The Gadget Show, Laser Battle Hunters has bought innovation to the RC sector. These full function radio control vehicles can move forward, reverse, spin and turn at speed, while the multi-directional 4-wheel drive system allows impressive drifting and side-to-side manoeuvring so kids can both blast and outlast their opponent. Each pack includes two vehicles for battle play right out of the box. The battling play pattern will be the main focus of the influencer and digital activity planned for the brand, alongside a high-impact TVC which will deliver hundreds of views from this month onwards. From the world of Little Live Pets comes Gotta’ Go Flamingo. This interactive flamingo wiggles and jiggles his neck and repeats what kids say. After feeding him, he’ll let kids know that he’s just ‘Gotta’ Go’ and do a poo into the loo while singing a funny song. Feeding him some more food means kids can enjoy the amusing spectacle again and again. Gotta’ Go Flamingo will be supported with TV from September and always-on digital activity including YouTube, TikTok, microsites, filmstrips and pre-roll. Squeakee has been one of the stars of retailer previews, according to Character, and the company is tipping the product to be the most in-demand electronic toy of the year. An electronic balloon dog inflated with personality, Squeakee will impress kids and adults alike as he comes to life just like a real pup and shows off over 60 interactive sounds and movements. The global launch of this toy includes TV, digital and broadcast product placement, to ensure Squeakee makes his presence felt throughout the season.

VTech 01235 546 810 | www.vtech.co.uk VTech plans to TV advertise 16 different product lines during autumn/ winter 2020, targeting both children and their parents. During the peak season, 75% of Housewives with Children under the age of three years will see a VTech advert at least once. This equates to a unique audience of 1.9m viewers. Similarly, the same size unique audience total of 1.9m children between the ages of 4-6 years old will be reached, as approximately 79% of Kids aged 4-6 will see a VTech advert at least once. Between now and mid-December there will be a VTech product on air every week. The company says that its strong presence across the most popular channels and relevant programme mix means it will be hard for children and parents alike to miss a VTech advert in the run up to Christmas. With the Tiny Pop Tiny Pop Birthdays sponsorship renewed for another year, viewers will see the characters from the new Netflix series Toot-Toot Cory Carson come to life, six times a day, seven days a week. This will give VTech a prominent voice across the Toot-Toot range, delivering 350 HW+CH 0-3 TVRs. VTech will also benefit from a targeted partnership with Adsmart, focusing on households with babies between 7 - 48 months old for the VTech Baby and Toddler specific adverts, while households with children aged 3-9 will be targeted with ads focused on the company’s tech products to appeal to parents and gift givers during the key Christmas shopping period. With 50% of Pre-School Mums (0-5) checking social networks five or more times a day (Source: GB TGI 2020 Q2 Audience Female Main Shopper with Child 0-5), VTech will also have a consistent digital presence this autumn/ winter. Mums will be targeted with engaging adverts and video content where they consume media, right up until the Christmas season.

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Pre-Christmas Marketing

Epoch making toys 0208 049 1362 | www.sylvanianfamilies.co.uk Epoch making toys plans to build on its huge sales growth during the Covid-19 lockdown by running an intensive Christmas TV campaign comprising over 1,700 children’s TVRs (girls 4-9) across its toy brands: evergreen collectible, Sylvanian Families, arts and craft brand Aquabeads, and new brand Super Mario Games. The adverts will focus on newly launched autumn/winter products, as well as key items from the core range from each brand, showcasing their fun features and creativity. Epoch will run the campaign from October half-term until the end of December to capture the traditional toy buying periods of half term and Christmas, whilst maintaining momentum and building consumer awareness in between. Sylvanian Families adverts will feature star products such as the new Adventure Treehouse and updated Red Roof Houses range. The latter includes the Sweet Raspberry Home, Red Roof Cosy Cottage and Red Roof Country Home, plus the latest addition to the range, the Red Roof Tower Home. Aquabeads adverts will showcase the recently launched Aquabeads Star Bead Studio, which features the new star shaped bead; an 18-pointed star which gives a fluffy texture to creations, making them realistic and expanding play options. Classic starter products such as the Beginners Studio and the popular Box of Fun: Safari Set will also be featured and are expected to be key gifts this Christmas. New brand Super Mario Games will also introduce its range of Super Mario balancing and interactive games, with adverts running from mid-November to the end of December. The new Shaky Tower game is the star product of the ads, supported by the other three SKUs: Balancing Games, Piranha Plant Escape and Air Hockey table.

IMC Toys 01904 720 908 | www.imctoys.com IMC Toys has announced its pre-Christmas TV advertising campaigns for Q3 and Q4, including a new collaboration with Nickelodeon. The Nickelodeon partnership will include Cry Babies Magic Tears short-form episodes being broadcast on Nick Jr. The content partnership has been led by Generation Entertainment, with creative, featuring linear content and a digital hub on Nick Jr., scheduled to go live from this month and running for a year. The partnership, designed to reinforce brand awareness and engagement, will feature Cry Babies Magic Tears content across the Nickelodeon network between September and December, reaching over 1m kids in the UK on the Nick Jr. channel. A dedicated Cry Babies Magic Tears digital hub will be linked to Nick Jr.co.uk and will host content and videos. The partnership will also extend onto Nick Jr.’s social channels. Beyond the partnership with Nickelodeon, a mix of traditional, sponsorship, digital, social and influencer-led campaigns are scheduled to commence from the summer holiday period, with additional bursts planned for hero lines from September until December. Ranges including Cry Babies, Cry Babies Magic Tears, Bloopies, Bloopies Shellies and VIP Pets will be supported with a collection of 10”, 20”, and 30” spots aired across terrestrial, satellite and VOD platforms. Placements include solus adverts for each of the ranges, complemented by combined spots for Cry Babies and Bloopies Shellies. The integration of a robust TV advertising programme, with digital and social targeting, reflects the company’s commitment to its key ranges within the UK & Ireland markets. Full marketing support is in place for each of the brands including high-profile social and influencer campaigns, pre-roll placements, continued TV sponsorships and new webisode content on IMC’s YouTube entertainment channel, Kitoons. For more information on VIP Pets, Cry Babies Magic Tears, Cry Babies Fantasy, Bloopies, and other ranges by IMC Toys, readers should contact info.uk@imctoys.com.

Alpha Group 01293 804 599 | www.alphatoysuk.com With the festive buying season fast approaching, Alpha Group UK will be focusing its marketing efforts across two key brands - Super Wings and Subway Surfers. A mix of traditional, digital and social media campaigns kicked off in the summer holidays, with additional planned bursts for both brands throughout the autumn/winter period. The Super Wings Super-Charge Your Summer blogger campaign launched in August across social media, encouraging parents to get their kids involved in a range of Super Wings themed activities throughout the holiday. In addition, the popular pre-school brand will benefit from a comprehensive media plan focusing on the new World Aircraft play set. TV advertising will launch from October half term across terrestrial and satellite channels, combined with a high impact YouTube pre-roll campaign. The play set will also be promoted across social media platforms in the run up to Christmas to encourage last-minute purchase decisions. Subway Surfers hit toy shelves this summer, with an influencer outreach programme across social media announcing the new toy range to fans of the No. 1 most downloaded runner game. With a captive audience and millions of users each month, marketing plans for Subway will focus on in-game advertising across several key platforms. Phase two will see activation across TikTok with a Subway Surfers themed challenge, plus a targeted parent blogger awareness piece across Instagram.

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Pre-Christmas Marketing

Basic Fun 01189 253 270 | www.basicfun.com The launch of Taste Budditos will be followed by Cutetitos Pizziatos and Cutetitos Babitos Candy series. Each wave will have a TV spot on girls 4-9 linear and digital channels. Care Bears sales will be supported by an October TV campaign, focusing on the Interactive Unlock the Magic Care Bear figure and plush. Pound Puppies and Pound Puppies Newborns will be supported by TV advertising and pre-roll from this month. Other TV brands include Lite Brite, while K’Nex, Kid K’nex and Tonka will benefit from social and digital campaigns.

Ravensburger 01869 363 830 | www.ravensburger.com Ravensburger is rolling out heavyweight TV support this autumn with a raft of TV campaigns on ranges including GraviTrax and 3D Puzzles. GraviTrax continues to perform well. Later this year, fans will be able to up the ante with their interactive track creations thanks to the new GraviTrax Pro range. Compatible with the existing GraviTrax line, this collection – which includes the GraviTrax Pro Vertical Starter Set, expansion pack and add-ons - enables children to build towering marble run constructions using the vertical panels and components. A TV campaign will support wider marketing activity for the brand, bringing the power of gravity to the small screen. Ravensburger’s 3D Puzzle collection will also be showcased in a dedicated TV campaign running throughout Q4. Strong sales have been seen throughout the year; the campaign will build on the current awareness of the range, which includes a collection of famous landmarks, buildings and cars. A selection of Ravensburger’s family games will also receive TV support in the run-up to the festive season.

Hornby (Scalextric) 01843 233 500 | www.hornby.com The popular My First Scalextric set will again be supported with a TV campaign throughout 2020, with over 400 TVRs targeting children’s TV channels such as Milkshake, Cartoonito, Boomerang, Nick Jr., Nick Jr. 2, Tiny Pop, Disney Jr., CITV and ITVB between May and December. My First Scalextric offers kids an introduction to the world of Scalextric. Featuring an easy to assemble figure-of-eight track, this set is the ideal starting point for younger drivers aged three and over. The two sci-fi style cars and easily adjustable power hand-controllers are colour coded in red and yellow to match chevrons on the circuit. This set is available to order now as mains or battery operated. Scalextric has also announced a completely new version of Scalextric Spark Plug, featuring the characters from DC Comics Batman. The Batman vs Joker set is controllable via IOS or Android smart device, and will include two Spark Plug dongles, a Joker Car, a Batman Car plus a layout complete with a jump, crossroads and side swipe. Spark Plug enables racers to enhance their gameplay by restricting their opponent’s speed, or supercharging their car in Versus Mode; each player starts with 10 lives and must remain on the track or they will lose one. Kids can also personalise their race by playing as their favourite hero or villain from the Batman franchise, or becoming that character by adding filters to their photo. The Scalextric Batman vs Joker Spark Plug set will be supported by a digital media campaign, reaching over 6m families. A series of new Micro Scalextric sets is also available, including Ryan’s World, James Bond and Batman vs Joker. All Micro Scalextric sets are available now, and will be supported with a digital marketing campaign reaching around 10m families.

Zuru 01604 401 719 | sales@geemac.biz Zuru will increase its presence from September onwards, as part of a multi-channel approach. Plush range Rainbocorns is the company’s biggest TV line for 2020, with three TVCs featuring the new Egg range comprising Series 3: Wild Heart Surprise, Itzy Glitzy mini collectibles and Sparkle Hearts - plus solus ads for the new Sweet Shake and Big Hair lines. In addition to the TVCs, the Rainbocorns brand will be supported with a strong YouTube presence including pre-roll placements alongside new webisode content focusing on each character’s characteristics and personality. A robust social and influencer campaign will be in place, as well as brand ambassador postings and content across a mix of platforms. The new surprise collectible brand Itty Bitty Prettys is also supported with TV advertising across terrestrial, satellite and VOD channels from autumn onwards, with additional spots lined up during key periods including October half-term. The brand’s launch is supported by a robust PR, influencer and social campaign, with activations tapping into evergreen play patterns and current tea party trends. 30” combined content TVCs have been created, featuring the small Teacup collectibles and Teacup Playset, with a focus on the surprise doll reveal and interactive elements. As priority brands, Pets Alive, Robo Alive and Smashers will receive TV advertising support during the run up to Christmas. Each of the ranges will benefit from full TVC campaigns in addition to solus placements for hero products including Fifi the Flossing Sloth and Smashers Dino Ice Age Surprise Egg. PR, digital, social and influencer campaigns will be implemented for each range between now and Christmas.

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Feature

Indie Show Off Even if the shows are off...

Sh w off we can still show off your products

A state of independence As the impact of Covid-19 continues to sweep the globe, more trade shows and events have regrettably had to cancel for this year. But in the face of adversity, the toy industry has proved resilient, with retailers and suppliers finding alternative methods of working together. With Toymaster and the AIS Independent Toy & Gift Show no longer going ahead this month, Toy World looks at other ways in which indie toy retailers and suppliers can collaborate to make the most of Q4 and the all-important festive season.

ew could have anticipated just how long we would be feeling the effects of the coronavirus pandemic when the Toymaster May show was initially postponed to September. When lockdown was first announced, September was regarded as a time when life would be more or less back to normal. We have certainly made progress, but sadly, industry events have not yet been able to rebound fully, with trade shows still prohibited in England. However, independent retailers are a resilient bunch, and on the whole, they have fared well. “The vast majority of Toymaster members have come out of lockdown far better placed financially, physically, mentally and geographically than we would have dreamt possible in March,” comments Ian Edmunds, marketing & operations director at Toymaster. “They are ready to take advantage of a consumer who wants to shop local and support independent business far more than prior to the continuing pandemic. Their stores are open, customer count is down but business is better than anticipated and confidence to buy more stock is gradually returning.” In recent months we have seen more than ever the potential that virtual platforms have in keeping the toy industry connected and the high street supported. Brand Licensing Europe, Autumn Fair and DreamToys are some of the key annual events that have transitioned into a virtual show for this year. Furthermore, suppliers and retailers are also jumping on the digital bandwagon to support customers and keep business buoyant as they ready themselves for Q4. Indie retailers are growing their online presence and The Source Wholesale is just one of the many suppliers that has recently launched an online ordering portal to be accessed via its website,

which aims to support its independent customers. “We are very excited about our new online portal,” enthuses Stacy Guest, sales director at The Source Wholesale. “I think it is going to be a fantastic addition to our business, making it much easier for independent customers to shop with us at their leisure. We have launched the portal to coincide with when Toymaster and Autumn Fair would have been and will be offering what would have been our show discounts via the online portal for our customers to maximise.” Initiatives like these shed positive light on a sector that has been hit hard by the pandemic over recent months, and the work to boost high street retail doesn’t stop there. Last month, the UK government launched a ‘Shop Local’ week as part of its Enjoy Summer Safely Campaign. The main goal of this campaign was to support bricks and mortar retailers and bolster high street footfall, as well as save and create more jobs, help the environment and preserve the heart of communities, for which the high street has always been key. “Our high streets are at the heart of every community in every corner of the UK,” explained business secretary Alok Sharma. “Business owners have done an incredible job so far to welcome shoppers back safely, and I hope people across the country will do their bit to help our high streets bounce back to protect jobs and support local communities.” The popularity of staycations in July and August was yet another factor that helped fuel the high street amid a difficult retail period. Tourist areas have been busy, and shops situated in such locations have noticed an increase in footfall as a result. Louise Anderson of John Anderson Toymaster, Whitby, told Toy World: “I can’t believe how busy we have been since the summer holidays began. Whitby is booming - I am writing

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non-stop orders, because everything is flying off the shelves.” Elsewhere, footfall has been reported to be steady over the summer holidays. However, many indie retailers have been reporting higher spending habits despite having fewer customers than usual. Seemingly, in what has turned out to be a financially difficult year for most, customers are favouring those products offering longevity and play value. Q4 is now in full swing, and the toy industry as a whole is looking ahead to the upcoming gifting season, a time of year in which footfall and sales is traditionally at its highest. Although this year may present new and different challenges, toys and games will always remain a crucial part of Christmas, and toys shops an essential means for getting gifts under the Christmas tree. Ian concludes, “There is a quote that states it is not the strongest of the species that survives, nor the most intelligent, but the one that adapts to change. Toymaster and its Members have proved repeatedly over the years that they are ready and able to adapt and change and now we stand ready, once again, for whatever the rest of 2020 and beyond brings us.” Further comments from the industry suggest nothing more than total support for indie retailers, as they prepare to take on what we hope will be a robust gifting season. One supplier told Toy World: “I can’t believe some people are not taking Indies seriously - forget all the fluffy stuff - fact is we get much better margins from these guys than anybody else!” As independent buyers ready for the festive season and plan their product mix for a successful Q4, Toy World highlights the latest products on offer, to help them to decide which new ranges to get behind in the run-up to Christmas.

Talking Shop

In safe hands

Independent retailers bring Lisa Currie up to date on current trading, the latest customer sentiment, what’s selling well and how they are getting ready for the Christmas season. Paul Carpenter - Totally Toys, Bristol

We had a very quiet 12 weeks over lockdown and after reading about all the toy shops that managed to carry on with business, we felt rather guilty that we shut our shop completely. I take my hat off to those that adapted to the situation to keep business running. However, we didn’t rest on our laurels completely. During those 12 weeks, we spent a lot time preparing for reopening. We ordered all the necessary equipment and gained insight from Toymaster shops in Ireland that had opened before us. We altered the layout of the shop, removed a lot of stands, installed Perspex screens and put appropriate markings in place. We expected that customers would be looking for safety and we continue to make sure that is our priority. I think there are two perspectives when it comes to wearing masks instore; some people welcome it, while others feel awkward. I wasn’t thrilled that it became mandatory, simply because we are not used to seeing everyone in masks. But we’ve seen some really colourful and creative masks, which has been great. Ultimately, if masks give people confidence to shop and feel safe, that can only be a positive. The first week of reopening was an unexpected and pleasant surprise. We were 50% up, and in terms of customer numbers, we had one more customer than the year before in the same week. In week two, we were 20% down and every week since we have alternated between these two scenarios. What has been consistent throughout is that customer numbers are down, and people are only shopping with a purpose. Casual browsing is at a bare minimum. The customer purchase average is still up between 40-50% on what it was last year. Those able or willing to shop are spending, and we hope those who aren’t coming to the high street yet will start to gain more confidence as time goes on. I suspect this will happen once kids go back to school and people start to think about Christmas, which should drive a lot of consumers back to the high street. Hopefully, by 2021 we will be living soundly in our ‘new normal’. Saturday sales have changed dramatically while kids’ parties have been on hold. Saturday was always our biggest day of the week before lockdown and it only just holds that title now. Our section dedicated to birthday cards, which provided regular add-on sales, is 50% down and gift items are not as highly sought after without parties to go to. Hopefully, kids will soon be able to start celebrating birthdays with their friends again. It’s hard to predict what the festive season will look like this year. It will inevitably be different; I don’t see the way we are living now changing very rapidly, but we can be sure that Christmas will happen – even in difficult times, an effort is always made at Christmas. It was a shame that the Toymaster show was cancelled this year, however I do think a lot of retailers’ purchasing patterns have changed; you make a list of what you need in good time and buy it as and when necessary. This year isn’t the year to be taking risks. There haven’t been any crazes for retailers to buy in bulk this year. On the other hand, our book department has seen strong sales, alongside educational products. Lego and Schleich animals have been stand out best sellers, and craft items have been very popular. However, our pocket money toys are not selling as well as they usually do. Our high street is still very quiet, but although online shopping still seems popular, I don’t believe it will maintain lockdown levels once the high street is fully up and running. For many, shopping is enjoyable and a great way to socialise and interact. I like to think that purchase decisions are still made physically in the shop, rather than customers having a pre-determined item in mind. This is what independent shops are about, helping customers so they leave satisfied with their choice. That type of shopping doesn’t happen on the internet. As we feel our way back to some sense of normality, shops in localised, residential areas should benefit from people working from home and those with a more flexible working lifestyle, as is becoming more common. Going forward, we offer a ring and collect service for those who are not yet comfortable venturing back out to the high street. If we do experience a second wave in autumn, we will be able to keep business going this way. I don’t expect the service to generate much additional business, however this pandemic has been about helping people and supporting each other, which is what we strive to do.

Helen Bellenie - Toys ‘N’ Trends, Whitstable We reopened on the 15th June and have been very well supported by our local community. We are seeing a definite increase in visitors, driven by our coastal location and the number of holiday homes for tourists in the area. We are busy, but in a manageable way. Reopening was nerve wracking to begin with, but it only took about a week to get used to the new routine. We decided to install a half door gateway at the shop entrance to avoid going over maximum capacity. This system has worked very well in allowing us to monitor social distancing. The ‘new normal’ takes some multi-tasking, but it keeps staff and customers safe, all while keeping busy. The new face masks rule has a been a positive change for us. The only downside is the masks can make customers feel hot and uncomfortable on summer days. However, we all understand that this is a step forward; it is a new way of living and we will get used to it. All of the team, myself included, are wearing masks when on the shop floor. We feel it’s important that we are safe and setting an example for our customers. Even though children under 11 don’t have to wear them, I have noticed a lot of parents are asking their children to do so anyway.

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ALPHA TOYS LTD Batchworth House, Church Street, Rickmansworth, Hertfordshire, WD3 1 JE Tel: 00353 67 63800 Fax: 00353 67 63801 E-Mail: info@alpha-toys.co.uk

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Talking Shop To lighten the atmosphere, we hand out fully sanitised Rubik Cubes to keep anyone who has to queue entertained. We have also put four riddles on the shop window, which have had a great reception from our customers - a lot of the adults have been very competitive! I think Christmas will be different this year. It is difficult to see where things are going and whether a second outbreak will happen, while many customers still don’t know where they will be in terms of spending come Christmas time. Everyone has been through a tough time, but I think people are going to focus on enjoying their Christmas. Some may be forced to make changes, but I’m hopeful it will still be a joyful time. Parents will always buy toys for under the tree. I think the toy industry has coped relatively well throughout this difficult time. Over lockdown, the collectible market shrank at first, but craft items were flying off the shelves. The tables are turning now, with many children eager to buy collectible items and I only expect this to increase once they all return to school. Stand out items include Pokémon, new Lego sets, Minecraft, new L.O.L. dolls, blind bags, Mario and Sonic. Over the summer, outdoor toys like Stomp Rockets, aeroplane gliders and kites have continued to be popular with customers. Games and puzzles have slowed down at the moment, most likely because children have been indoors for such a long period and are now keen to spend time outdoors. It will be interesting to see if the traditional surge in games and puzzles happens in quite the same way in the run up to Christmas; everyone bought so many over lockdown. Whitstable is a tight knit community, and many people will recycle their games and puzzles and pass them onto others. It may be trickier to sustain usual spending habits this year. Above all, we have felt very positive about reopening and the summer period. More people are out enjoying themselves now and we are pleased to see steady footfall and sales. Our party room above the shop is closed until at least October time. We offer themed parties such as Pokémon, Lego, Minecraft and many more, which are very popular, so we hope kids’ parties can start up again in the near future. Though we are fully open, we understand that some customers are still isolating or feel unable to shop just yet. So, for the foreseeable future, we will continue to offer free same day local delivery, as well as our gift wrapping service and private shopping time if required.

Donald Nairn - Toys Galore, Morningside, Edinburgh We re-opened on the 29th June and since then it has been pretty much business as usual, with new social distancing measures and face masks, of course. I wasn’t sure whether there would be a drop in trade after so many people took to shopping online during lockdown, but I am pleased to say that customers are coming in and business has been going well. The rate of infection in Scotland has been very low and I think many people already felt safe as a result. The majority of customers are wearing masks with no issues; we don’t feel it is our job to enforce this rule, but most abide by it anyway. I don’t expect the festive season to be very different to previous years. Even during times of economic hardship, everyone still purchases toys for their children and I don’t believe that will change. Providing that we can continue to open, we shouldn’t be affected too much. Of course, if there’s a second wave and another lockdown, that would have a different outcome. Since reopening, we have been ordering stock as usual, though it was harder to get hold of certain items, especially enough jigsaws, over lockdown. I realise that due to factory closures in China earlier this year, there may still be shortages of particular lines, however it hasn’t affected our orders much up to now. Recent sales seem remarkably normal. We’re selling well across the board and I can’t say there is one product that comes out on top. The new Lego launches have been popular, and we are still selling a lot of jigsaws. People are still looking for activities to occupy their time, and the jigsaw market has grown over lockdown as so many people have embraced a new-found hobby. While kids have been off school, we have seen a drop in pocket money toys. We had them on our website, but they are an impulse purchase, so not really suited to online. We usually do well with this category and sales have started to increase since we’ve reopened. I’m sure the category will pick up even further once kids go back to school. Games always sell well, but it’s puzzles that have really boomed. So many people have rediscovered puzzles and I anticipate more growth in this category in autumn/winter. We have expanded the amount of space we give to them; we sold so many during lockdown and sales show no sign of slowing, so we will continue to stock a healthy range. If any good has come from lockdown, it’s the growth in our puzzles sales. Prior to lockdown, we didn’t have a website. We had a perfectly viable business and didn’t feel the need for one. Since we had a few months spare, during which we couldn’t trade unless we developed an online platform, we decided it was a good time to take the plunge. We’re glad we did - it has made a difference. Over lockdown and even now, the website offers an additional service to our customers, and anything that helps customers is worth having.

Amit Parekh - Moons Toy Store, Newmarket, Suffolk Trade has been fairly steady since reopening. During lockdown, at least a month before the government gave us the green light to open, we did a lot of prep work to make sure we were ready for 15th June. We have screens, PPE and measures in place, and so far, things have been ticking along nicely. Since the government’s announcement on wearing masks in shops, we have put up signs to remind customers that they should be wearing one. I don’t believe this is going to have too much impact on sales and footfall; I think it is a sensible move for everyone, but I don’t think it will make a huge difference either way. Most of my staff are wearing masks on the shop floor and I expect most customers to wear them now that it is mandatory. I’m not, however, forcing customers to comply as I don’t feel it is our job to do so. Since reopening, footfall has been lower than in previous years, but it is gradually picking up. Early on, we did everything we could to encourage customers to visit, such

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Talking Shop as holding sales, running colouring competitions, and organising promotional vouchers and giveaways. This was a great success in the first 6-8 weeks of reopening, and we have more activities planned over the summer holidays and coming months. Ultimately, trading in this climate is a constant battle, but almost 60-70% of our business is back already and it’s gradually improving, so I can’t complain. I expect business to pick up between now and Christmas, although I doubt it will match the level of previous years. We will do what we can to prepare, including monitoring stock levels and generating savings where we can. Our warehouse will not be as full as usual as we approach Christmas; we will need to be more cautious and buy stock in as and when we need it, rather than bringing in a high stockholding for the main season as we usually would. However, we are still taking in large deliveries of games and puzzles, as these continue to be best-sellers. Fortunately, before the coronavirus crisis began, we had increased our puzzles orders and consequently have a huge section of the shop dedicated to puzzles alone, which has been popular with our clientele. Our best-selling puzzle ranges include Ravensburger. We have always stocked an extensive selection of games and puzzles – our breadth of range is something we are known for, and we carry a wide variety of adults, kids and party games. Asmodee games are top sellers for us; particularly Ticket to Ride Europe, which has seen very high demand. Our focus on the games category has really come in handy, as demand has been - and is still - high. I think many people remain cautious about going out and continue to be on the lookout for ways to keep entertained at home. And with the autumn/winter season fast approaching, people will naturally be looking for fun games to play indoors and at Christmas time. In terms of other strong sellers, Lego and Playmobil are always popular with our customers, while outdoor toys and pocket money are also standing out. We had quite a high volume of outdoor stock carried forward from last year, meaning we have had lots on offer over the summer months. Generally, we are happy with sales across the board.

Louise Anderson -

Amanda Alexander -

John Anderson Toymaster, Whitby

Giddy Goat Toys, Didsbury, Manchester

The main challenges we have experienced since reopening have been utilising space effectively and managing customer flow throughout the store. Part of our shop is a newsagent and a post office, and we have to limit the amount of people in the toy department at one time. Our customers have been very understanding and are prepared to wait. Sometimes this results in a queue, although as the weeks have gone on, our new operation has started to run more smoothly. We are happy to be open and back to some normality. We first opened our doors on 1st June, initially with shorter, half day hours. It was very quiet and, looking back, not really worth opening. Two weeks later, when we extended our hours, we saw sales begin to tick along nicely before they massively picked up in late July/August. I can’t believe how busy we have been since the summer holidays began. I am writing non-stop orders, because everything is flying off the shelves. Whitby is very busy, which is great in terms of footfall and sales but also a bit concerning – social distancing just isn’t happening. We have welcomed the new rule on wearing face masks in shops. Most people are wearing them now and we provide a mask to anyone who doesn’t have one with them. People assume that because we are a toy store, Christmas must be our busiest time of the year, but summer is always our peak season. We don’t sell online and because we have to compete with those platforms, sales can suffer around Christmas. We run a Christmas club and we order Christmas lines from the Toymaster catalogue, but although business is steady, we sell more big-ticket items in the summertime. Since lockdown though, we have been looking at launching an online platform, just in case it happens again. Pocket money toys sell really well for us; Grossman, Matchbox, L.O.L. Surprise! and Schleich are all popular at present. Pocket money items and collectibles work well because of their low price point. Being located by the seaside, children often have pocket money or holiday funds to spend. Barbie continues to be a perennial favourite and is our current best-seller. Games and puzzles are also performing well. Families on their holidays like to have games and puzzles to occupy them, so I will continue to keep that area well stocked. Classic titles like Monopoly, Trivia and Cluedo are always the best-sellers and these form the bedrock of our range.

I have been very pleased with business since reopening, with mid-week sales on a par with this time last year, and weekend sales at about 60%. I think this is because a mainstay of my business, as it is for a lot of toy shops, is kids’ parties, which are still not happening. It will be interesting to see how the summer holiday period ends up. Normally, August is my quietest month because a lot of local children are away on holiday. With fewer people going abroad this year, there’s potential for higher cashflow and footfall throughout August and September - although more families might find holiday deals and go away last minute. It’s very hard to predict what will happen day to day and moving forward. Some customers may be put off by having to wear face masks, however I think a lot will feel safer with the new guidelines in place. I’ve noticed that some people coming into Giddy Goat feel quite self-conscious with a face covering; it’s so new and different to what we know and will take some getting used to. However, a lot of my customers had been wearing masks before the new rule was implemented. I think Christmas trading will depend on whether we have a second wave or lockdown, with physical sales coming to a halt once more. Thankfully, I also trade online and have been very pleased with the level of sales. Christmas may also be impacted by the aftermath of lockdown; If there is a recession with many jobs lost, this will affect how much people want to spend. I am lucky to be situated in an affluent area of Manchester and many local customers are well protected from the vagaries of the economy. During lockdown I implemented an EPOS system to help me cope with selling online and in the shop, which has helped keep track of sales. Before the shop reopened, games and crafts were highly sought after. and since reopening L.O.L. Surprise!, Pokémon trading cards, putty and other pocket money pieces have been best-sellers. Kids are keen to spend the pocket money they’ve saved up over lockdown and the grown-ups are keeping an eye on their spending, viewing lower price point items as desirable. However, I’m also seeing strong sales for water pistols, Playmobil, Lego and baby toys. I’m hoping games and puzzles will continue to experience the high demand we’ve enjoyed so far this year throughout autumn/winter. The Orchard Toys range always sells well, with its wide variety and attractive price points and, as well as looking for something to entertain themselves, my customers think that games and puzzles make a great gift. Once parties pick up again, this will only add to the sales of games and puzzles, as will Christmas. I hope the Toy Fairs can come back sooner rather than later. I prefer doing a big blitz twice a year at a Toy Fair to stock up. Overall, the toy community has been really supportive throughout this whole period, but I would like to see more suppliers improving their websites to make placing orders easier, rather than having to rely on reps’ visits. Many retailers, myself included, have embraced online development, and suppliers should too. Without my platform on Down Your High Street and Clearpay I don’t know what I would have done during lockdown.

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Will Osborne - Osborne Toys, Rushden We reopened on the 15th June and after an initial rush over the first couple of days, when people were pleased to see us back open, business settled down into a normal trading pattern. I work 52 weeks a year, so three months off was unprecedented. On the first day of reopening, it was as though I had to retrain myself to do the job I’d been doing for years, which was bizarre. For the first two or three weeks, I found working in the shop quite stressful because we’re not operating how we usually would. We are constantly thinking about washing hands, sanitising the card machine, putting masks on to go on the shop floor - all quite exhausting. However, this is another step on the way back to normality. In general, customers have been very understanding, responsible and accommodating, and we are grateful for the sense of community all around us. The wearing of masks won’t allow us to increase capacity in the shop, because we are still implementing social distancing and have been doing so with or without masks. Whatever people feel about wearing them, they see the benefit to the wider community, and are reminded that we still need to be careful. Osborne’s has been around for 65 years and we have a strong, loyal customers base. We are a multi-generational shop; grandparents, parents and grandkids have all come to see us at some stage over the last 65 years. We don’t change things around too much, as customers enjoy the familiarity, and the atmosphere and values are the same as they were years ago. People like this sense of continuity and the friendly service we provide; it’s a huge comfort to many. Games and puzzles have always sold very well. Because we were closed over lockdown and don’t have an internet presence, we didn’t capitalise on those three months as many other retailers did, but since reopening, sales in the category have been very strong. We stock brands such as Gibsons and Ravensburger because they offer decent, high quality puzzles and refresh their ranges often, meaning frequent puzzlers can get new titles on a regular basis. In games, the classic titles perform really well for us, such as Monopoly, Cluedo, Uno, snap cards and ordinary playing cards. We also try to keep the latest games in stock to offer a breadth of range, but the classic evergreens remain the core of our business, along with ranges like Lego, Playmobil, Sylvanian Families and wooden toys. Such lines provide steady, reliable sales, while high profile, spur of the moment crazes will either sell out in five minutes or will still be there six months later. For a small shop like ours with limited footfall, we need reliable, steady sellers to sustain us. Those of us in the toy business are lucky really. With so many classic products that sell consistently, we can mothball for a few months and survive because the stock doesn’t have an expiry date. If we go back into lockdown, from a business point of view it would be extremely difficult, but we actually wouldn’t lose anything in terms of stock - we just lose time. Our 65th anniversary was in May, during lockdown, so we decided to celebrate this milestone from 31st July. This is also the five-year anniversary of my father, Jim Osborne’s, death, so we could involve his memory in this commemorative event. Normally, we would have gone all out with the celebrations, but in the current climate we have kept things fairly low key, inviting customers to join us in the shop. As we had to keep social distancing measures in place, we displayed vintage toys in all our windows for the occasion, which customers enjoyed as they queued in the sunshine to pop in. To commemorate our 65th anniversary, we decided to have jigsaws made, and chose two striking images: a montage of pictures of the shop from years gone by and a painting of the shop from local artist, Keith Rushden. We ordered 100 of each, which I thought would be plenty, but now I don’t think it will be enough, as interest from customers has been phenomenal. It’s hard to predict what Christmas will be like this year. The biggest challenge from the retailer’s point of view is getting the right mix of stock when you want it. But families have had a tough year with youngsters off school for so long, being homeschooled and missing their friends. By the time Christmas comes around, kids will get their reward - and hopefully the adults will too!

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Making a list, checking it twice…

ince we last wrote this column, much has changed, as we seem to be saying a lot this year. The school holidays have officially begun, even though children have been at home for what feels like forever. As we write this, three weeks of “official” summer holidays have gone by, and we are in the middle of a heatwave. Still, having a good stock of paddling pools has been a blessing, as that has been most people’s priority recently. With many more countries now added to the government’s quarantine list, and uncertainty hanging over even more, there have been a lot more people choosing not to travel abroad, clearly evidenced by very strong trade at our coastal store. On 24th July, the wearing of masks in retail stores became mandatory, and we were concerned about the impact this might have on trade. However, most people seem to have adapted well, and our staff feel much safer with customers wearing them. Footfall is still significantly down on last year, but the average spend is still up, which is encouraging. We have noticed a lack of older customers in store, especially grandparents, and I think there is still an understandable reluctance from that demographic to head out. On the bright side, the lack of supplier meetings and lunches has considerably helped our waistlines during lockdown! We are now starting to see reps again, either on video calls or holding socially distanced meetings at our new warehouse, and it’s great to be back in touch. To be honest, the Eat Out To Help Out scheme has helped us compensate for the missed lunches… Our thoughts are now turning to orders for Christmas, which is one thing that will happen - and everyone will still need presents. Things are a lot different this year; we aren’t as far ahead in terms of ordering as usual and it feels like we are chasing our tails. Most of our Christmas ordering would normally have been done and dusted at the Toymaster show a couple of months ago. It’s a balancing act though; we are hearing some suppliers predicting that stock will be tight, especially as many of the nationals have not got as much FOB product coming, so will be looking for domestic stock. But on the other hand, we need to keep a careful eye on what we bring in, in case we do get another lockdown in any of our stores, as too much stock would be a challenge to our cashflow going forward. The pocket money and collectibles category is an area that suffered initially post lockdown. Customers are still not making regular trips to shops, so there have not been as many repeat purchases. Even Pokémon is slower, as all the Pokémon league meetings have been suspended, so there is less demand from the avid collectors. LOL Surprise! is still our most popular collectible, even though most of the lines selling right now are the larger sets. Things should improve as footfall picks up, and something new to drive demand would be welcome. We will be expanding our games and puzzles area going into Q4, as it is always a key category for us at Christmas. Following a phenomenal amount of games sold during lockdown, we saw a few supply issues and softer demand for a while. However, we are confident this will pick up again once the weather gets more autumnal and the nights draw in; board games are always popular as an activity for families and friends to do together at Christmas, as well as for gifts. In the last few years, there have been less viral hit games, and our range at the moment incudes a lot of the usual favourites. However, we do like Windy Knickers from John Adams, and the 40th anniversary of the Rubik’s Cube should drive interest and sales. Otherwise, we will wait and see what starts to sell, and then react quickly to bring in more stock. With everything that has been cancelled this year, Christmas is one thing that we can guarantee will take place, one way or another, so bring it on!

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Retail Profile

Learning Express

Young Americans Throughout lockdown, Toy World’s coverage of the pandemic’s impact on the UK toy trade, from high street indies to the biggest international suppliers, has continued unabated. But as we know, Britain isn’t the only country to have been affected. Learning Express is an American toy store franchise with over 100 stores across the US, each one owned and managed by individual franchisees. Rachael Simpson-Jones spoke to Rick Derr, manager and owner of Learning Express in Lake Zurich, Illinois, to find out how specialist toy retailers are faring across the pond as attention turns to Christmas.

“

Because we were able to pivot quickly, Easter toy sales held up nicely due to kerbside deliveries and online sales,” Rick tells me, when asked how the past few months have been for his industry and his store. “A handful of New York stores completely ceased trading temporarily, but most other locations were able to reopen a couple of days after lockdown started in March. Because we cater to ‘essential-non-essential’ kids products, and do a lot for kids with additional needs and disabilities, as well as teachers, we were told that as long as plans were in place to keep shoppers safe, we could remain open. March and April results year-to-date were worse but not too bad, but May was a real low point as kids and parents shut down learning for the summer. We kind of hit rock bottom at that point.” However, June saw sales bounce back for the franchise across the country, and July saw an ‘overperformance’ – especially in the Midwest, which Rick describes as a barometer for how things are shaping up - which is apparently down to three things: pent up spending demand in the form of saved-up pocket money; the launch of

new products including Cepia’s Cats Vs Pickles collectibles range, which debuted at Learning Express; and the retailer’s response to the pandemic, which has been swift, strategic and well thought-out. The strongest categories in the US perfectly mirror those in the UK, so there are no big surprises; arts & crafts, outdoor toys, construction (especially Lego) and games have all been best-sellers, Rick confirms. Interestingly, sales of add-on health & safety products – masks, lanyards, hand sanitiser etc. – comprised 30% of July sales. Between 150-200 face masks are being sold a day in Rick’s store. Margins may be tighter but product is shipping, and the retailer’s website is being upgraded to Magento, a digital commerce platform that will allow each Learning Express store to create a unique, customised online shopping experience tailored to its local area, bestsellers and pricing structure. While the recovery of the toy industry remains varied across the US, Rick says there’s substantial optimism for the months to come. With no national rules in place, the wearing of face masks in stores and schools (if and when they reopen) has become a localised and hotly contested issue, something Rick finds frustrating due to the energy expended on it when there are bigger issues to focus on. “If everybody would just follow the simple rules, maybe we’d get past this a little easier,” he says. “Now we know that schooling is going to be in the form of remote learning when

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it starts back up, we need to look at adjusting our hours, the ways in which consumers want to receive their products and so on. The key now will be taking everything we learned during lockdown and applying it going forward.” For Rick, this means offering a safe and secure shopping environment, stocking exciting new products, and getting those new products into the hands of consumers in the way they want to receive them. Barbie Reveal has started hitting shelves, as has Hasbro’s new Nerf range. Even with Nerf sales soaring, alongside Monopoly and other games, Hasbro’s new US distributor system has paid off, with regular restocks for Learning Express turned around in one to two days. Rick is also ‘betting big’ on Bluey from Moose, having heard great things about the new animated show. Early feedback shows there are fanatical Bluey viewers out there, he adds, so hopes for the toy range – which encompasses collectibles, plush, figures and more – are very high. “When it comes to new lines the question is always how big do you bet, and now more than ever that’s an important consideration,” Rick notes. “It really is the toss of a coin. You can bet and win, or lose all your margin and your profits with it. And if you don’t order enough and it’s a winner, then you’ve lost money on the table. It’s a tough game. I’ve been doing this for 25 years now, and it’s still like Russian roulette.”

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With Amazon an increasingly big player in the toy market, the onus is on toy retailers to set themselves apart from the rest. As a franchise, each Learning Express store is free to put its own stamp on things, and the owners are keen to forge strong relationships with the local customer base. Rick is keen to stress the importance of carving out a niche for yourself as a toy retailer, and it’s clear from talking to him that this is something he’s utterly passionate about. Getting your individual personality across, reflecting your personality with your website, ensuing yourself and your staff reflect this in store; it all adds up to a shopping experience that shoppers will happily seek out – even during a pandemic. Rick states: “Our online sales are still reasonably low, as shoppers know and love our in-store service, but it has increased from around 3-4% to around 15%. However, I’ve heard that for US toy sales in general, that figure is closer to 30-35%. Walmart and Target saw their business rise because a lot of toy stores were closed, but Amazon remains the dominant force online. Our slice of the online pie may be getting smaller each year, but there’s room for all of us to win at the toy game. You just have to know and exploit your points of difference.” One of Learning Express Lake Zurich’s points of difference is a pre-order service via GoogleDocs. When a new product is on the way, customers can sign up and get their hands on it before anyone else. Although not a toy, pre-orders for a new antimicrobial mask pouch have gone through the roof at Rick’s Learning Express – around 300 orders in two days. Pitted against Amazon, Rick’s strategy is less about pricing, and more about convenience for the consumer. Toy retailers were slow to understand that they had to get products to consumers the way they want them, says Rick. “If grandma wants a toy delivered because she’s concerned about going out into a Covid environment, she won’t care about the shipping cost. She wants the right item, in the right package,

Learning Express

delivered to little Jonny, case dismissed.” Announcements are still trickling through every few days about the latest trade and consumer show cancellations, or transitions to online-only events, so I asked Rick what the situation was in the US; was there a general feeling that trade shows should continue, or is there too much concern surrounding large gatherings of that nature? “Learning Express made the decision early on that it would not go to any shows until next year at the earliest,” he replied. “In fact, most of us haven’t yet put in our New York Toy Fair reservations, and that show is supposed to take place in February. We’re also not allowing reps in to see us, so suppliers or reps that want to communicate have to do so via Zoom or another platform. We’re busy enough protecting our team from a couple of hundred customers a day, without then adding reps into the mix. In the absence of shows, vendors need to challenge themselves to find new ways to roll out new products, just as I’ve challenged our team to find new ways to get those products into the hands of consumers.” Rather than thick catalogue presentations, Rick wants to see suppliers and their reps adopt a tailormade, bespoke approach that varies from retailer to retailer – and even store to store, in the case of chains and franchises. In doing so, suppliers can put the 10 most highly recommended SKUs in front of their customer, according to the customer demographic, location and floorspace. “I also want to see data, whether consumer or retail, and not just what is shipping on Amazon,” Rick says. “Tell me what a bricks & mortar store like mine can turn in a month. Then I can understand what we’re dealing with. You don’t have to just tempt me onto your trade show booth with candy; there are other, equally effective ways to do business. Companies should never stop challenging themselves to do things better. I want vendors to deliver to us the way we want, just as we aim to deliver to consumers the way they want.

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There are such clear parallels.” Throughout our chat, the phrase ‘stay in your lane’ came up repeatedly. By this, Rick means not trying to cover too many bases and ultimately spreading yourself too thinly as a retailer. Being good in a few categories that will make money is far preferable to Rick than attempting to offer the most comprehensive selection in town. Volume sales might be stagnant as a result, but – if your chosen categories are done well – profits should go up. Sales data at the Lake Zurich Learning Express show than the average basket price has gone up $10 YTD, from $30-35 in the summer of 2019 to $4045 during the Covid-19 summer, driven by loyal customers who prefer to stick with brands and retailers they know and trust during a time of such economic uncertainty. “I adjusted our earlier forecast from being down in Q3 to seeing growth,” adds Rick. “Q4 2019 was soft, but – disbarring a full lockdown again – we think the holiday season this year could well be better than last. Based on summer sales data, I can see some people spending hundreds, if not well over $1,000 on big ticket items this Christmas, as long as they are fairly-priced, convenient to collect or have delivered, and are on-trend. Firstly, the products I see coming down the chute are really exciting, and I think there’s a lot of pent up demand. Secondly, I think there are going to be shortages on some stuff, and we all know scarcity drives demand, as well as media coverage. He who has the inventory will win big. Thirdly, there’s a lot of stimulus here in the States. The government has powered in loans and stimulus cheques, and if you’re in an area in which the parents are still working, albeit from home, then you’re in an area where households have seen extra money piled on top of their regular earnings. Money is not going to be an issue for many this year, and taking care of the kids at Christmas will always be important. I think it’s going to be a very good holiday indeed.”

For all enquiries

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Indie

Sh w off Smart Games 01903 885669 | www.smartgames.eu Smart Toys and Games has unveiled new strategic partnerships with Smartivity, Skillmatics and True Balance. Based on the principles of STEM, Smartivity creates DIY laser-cut construction and activity sets made from sustainable, engineered wood. From cars to rollercoasters, and music machines to robots, children aged six and over can enjoy building, playing and learning with these sets. Smartivity introduces players to fundamental STEM concepts like the domino effect, force, momentum, gravity, elasticity and trajectories, among others. The global best-seller from Smartivity is the Music Machine, which lets children compose their own music. The kit includes all the elements required plus an instruction booklet on how to build the music machine, including pegs for arranging and rearranging notes. Once assembled, children can learn about music notations and can compose their own tunes by placing the pegs in different slots. Skillmatics develops innovative products to build core skills and reinforce key learning concepts. Created by educational specialists, this range engages young learners as they experience the joy of discovery and selflearning. Based on the principle that children absorb concepts better through repetition, using the Skilly Billy pen on the Skillmatics Write and Wipe Activity Mats makes learning enticing. With sets available for ages 3-99 there are plenty of activities to choose from, including shapes and patterns, brain games and the animal kingdom. Developed in cooperation with physiotherapists, True Balance was designed as a medical device to improve focus and fine motor skills as well as an aid to help children with deficit disorders. On top of its STEM features, True Balance is also a fidget toy, which makes it an ideal gift for kids of all ages. The magnetic discs featured in each set rotate independently, offering a novel way to experiment with centrifugal force. The unpredictable stack-to-solve nature of True Balance creates a new problem-solving experience with every use. It’s been a strong year for another of Smart’s award-winning brands, SmartMax. The best-selling My First collection has grown once again with three new sets for ages 1-5. Complete with 13 large and tactile pieces that are soft to touch and easy to mix & match, My First Vehicles lets toddlers construct with their cement mixer and dumper truck, or put out the fires with their fire engine. My First Animals sees the arrival of four new species to collect, including a Bear, Elephant, Seal and Horse. This summer also sees the launch of the My First Sounds & Senses, which features four brand-new SmartMax bars and balls, each one developed with a different sound and texture. The sensory set lets kids shake, rattle and build, and each piece has also been brought to life with different faces on each side of the ball depicting various emotions. This encourages children to express themselves through play.

Posh Paws 01268 567317

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Papo offers an extensive and highly collectible range of dinosaur figures. The company’s latest set contains two impressive and realistic models: the Gorgosaurus and a Stygimoloch. These hand painted figures are anatomically correct and posed in a way that brings dinosaur play to life. The carnivorous Gorgosaur, which features an articulated jaw for added play value, has an aggressive stance, as if about to lunge at the smaller, herbivorous Stygimoloch. Both figures are part of Papo’s The Land of the Dinosaurs line-up and are suitable for kids aged three years and above. Try-Me packaging lends these impressive creatures even more on-shelf presence. All Papo creations are imagined, designed and developed in France.

Ragtales, Posh Paws’ new collection of British-designed toys, is perfectly suited to newborns, toddlers and young children, and makes for an ideal Christmas gifting option. The entire range is made from eye-catching handpicked fabrics, the softest velour, handknitted clothing and precision sewing techniques to ensure the finished product lasts a lifetime. Full of charm and drawing inspiration from the heritage of English life, the characters found in the collection – which comprises everything from comforters and teddy bears for babies to Ragtag animals and elegant, high-quality wooden pullalong toys - have been carefully created to accompany children on the journey through their early years.

Simba Smoby Toys UK 01274 765 030 | www.simba-dickie-group.de/en The new Smoby Chef Corner Restaurant is perfect for large scale indoor roleplay. Offering a combination of play patterns, kids can have hours of fun creating a restaurant and cooking up a treat. The cash and the till area provide an opportunity to learn through play as kids ring each order up, take the payment and give out change. Cooking utensils, a realistic oven, a working sink and more are included, plus colour-changing edible treats and utensils. Created by die cast specialist Jada, kids can take unboxing to a whole new level with the Ryan’s World Combo Panda Mystery Vehicle play set. The set comes with everything kids need to reveal the 30+ surprises inside. New movie memorabilia from Jada includes highly detailed 1:24 scale vehicles form big screen franchises Batman and Back to the Future. For more information about these and other key lines from Simba Smoby Toys UK, please email sales@ sisotoysuk.com.

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Indie

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Mattel 01628 500 000 | www.mattel.com Barbie Princess Adventure is an all-new musical singalong featuring long-form content, with product debuting in autumn. The Follow Barbie Deluxe Princess and Feature Horse is inspired by the new content. Barbie Colour Reveal dolls let kids unbox seven surprises with an innovative water-based doll reveal, and an on-trend Mermaid theme is launching this autumn/winter to expand the range. The Barbie brand continues to offer play sets and accessories that are both easily recognisable and aspirational for even the youngest fans, including the Barbie Dreamhouse with Elevator, Barbie Dreamplane and Barbie DreamCamper. Hot Wheels Monster Trucks expands with new die cast trucks and the Hot Wheels Monster Trucks Loop Playset. New to the Hot Wheels City segment are Hot Wheels City Robo Shark, Hot Wheels Gorilla Rage Garage Attack and the Hot Wheels City Super Fire House Rescue. offers endless options for cool stunts and side-by-side racing.. Thomas & Friends celebrated its 75th anniversary in May, introducing kids to the world around them through dynamic new content and products. Key sets include the new Trackmaster 3-in-1 Package Pickup. Suitable for younger fans, Birthday Wish Thomas is a push-along Thomas engine decorated with birthday balloons and featuring an attachable, lightup birthday cake. In June, Fisher-Price celebrated its 90th anniversary. A new brand campaign, Let’s Be Kids, celebrates seeing the world as kids see it while also extending an invitation to grown-ups to rediscover the joy of playtime. New to the Little People range are the 1-2-3 Babies Playdate and the Baby’s Day Story Set. Mattel was due to launch its Master of the Universe range at Toymaster, including the mini figures, action figures and the Battle Cat. Cave Club, the company’s newest franchise and the first fashion doll brand set in prehistoric times, offers modern themes that kids can relate to. The toy range includes five Cave Club Core Fashion Dolls - Emberly, Fernessa, Roaralai, Tella and Slate - which will spark storytelling with their neon soft fashion, bold rooted hair, mini pets and themed accessories. Mattel continues to strengthen its games portfolio by expanding upon original favourites. New to the Uno portfolio is Uno Showdown, a matching game Uno fans will recognise which offers new and unexpected excitement. Also new is Pugilicious; the perfect title for young dog lovers, the game centres on an adorable pug which begs for treats and catches the ones stacked on his nose. Joining the Mega Construx range is the popular Halo range. New figures and vehicles will be available to collect, supported by a full marketing campaign slated to go live later this year. Finally, Jurassic World’s new Control and Conquer Carnotaurus and Epic Roar T-Rex with articulation and dual-button activation are both based on the new Netflix Jurassic World Camp Cretaceous series, which debuts in autumn. For launch deals and autumn/winter promotions, readers are advised to contact their Mattel account manager.

Hunter Price 0161 653 1306 | www.hunterprice.co.uk Hunter Price International has unveiled the next generation of fidget and tactile toys with the brand-new Magni Rings. This new, highly collectible fidget gadget is set to create waves in the pocket money toy market for the Q4 season. Launched under Hunter Price’s Toy Mania brand, Magni Rings are a set of three spinning rings, lined with super-strong rare earth magnets, which kids can spin, flip, play, trick and stick. From the figure of eight and the sticky spin, to table and flick games with friends, Magni Rings are designed to keep both children and adults entertained. Fully tested, certified and suitable for children aged eight and above, the launch edition pack comes with three embossed Magni Rings in blue, orange and green. To support the launch of Magni Rings, Hunter Price will be working with all its retail partners across all marketing channels, including digital, PR, social media and in-store support, to engage and excite consumers. For all sales enquiries contact Sales@hunterprice.co.uk.

Bruder 00353 67 63800 | www.bruder.de The detailed John Deere 1270G harvester has now been added to the Bruder forestry themed world. A Bruder figure is also available and can gain access to the rotating cab, featuring a cutting-edge cockpit, via the opening door. Realistic details include the chassis with oscillating axles, tread tires and a harvester unit fitted to the moving crane boom. The harvester features moving grippers, transport rollers and sawing unit. Children can play realistically at harvesting timber with the delivery scope which includes a tree trunk with removable roots. As a perfect addition to this vehicle, Bruder also offers a new Forester with Dog and Land Rover. The forester comes equipped with rifle, binoculars, hunting knife and his loyal Alsatian. combines. Like all Bruder vehicles, the Land Rover Defender Station Wagon model is based on the original off-road durable design and includes original details such as the raised structure panel on the bonnet and numerous functions. In addition to the opening rear door and side doors, the bonnet opens to reveal the detailed engine block, and the rear seat and the drawbar coupling can be removed. Suspension on both axles means there are no terrain boundaries during play time. The front axle can be steered using the additional steering column, to give young adventurers a more natural playing experience. A matching transport kennel is included to safely transport the dog figure. The bworld Policeman with Dog is the most recent member of the Bruder emergency service staff squad. The dog comes with a lead and dog harness, while the bworld policeman is fully equipped to be ready for any situation. The waist belt features tools such as a torch, radio device and truncheon.

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Christmas comes but 365 times a year

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No minimum order • Free UK delivery when you spend over £200 • Speedy UK dispatch • Order online

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Sh w off IMC Toys 020 8324 6160 | www.imctoys.com VIP Pets is a range of fashionable pet-doll themed collectibles, tapping into the evergreen appeal of styling hair and creative play. Each pet features 30cm long hair in its own unique colour, hidden within a semi-blind box. Kids can reveal the pet and their hair by adding water. Styling inspiration can be taken from the brand’s online hair tutorials and a new VIP Pets animated series, which is airing on IMC’s official YouTube channel, Kitoons. There are 12 VIP Pets to collect; each one comes with nine different surprises including a chair and suction pad to help with styling. The Hair Salon Playset completes the collection, housing the pets and inspiring children to create their own hair designs. IMC is set to unveil line expansions to its est-selling Cry Babies Magic Tears range, with Series 2 of the Winged House and Paci House. Originally launched in 2018, Cry Babies Magic Tears are miniature versions of the popular Cry Babies range. Over 5m units have been sold in 50 countries to date, establishing this as a best-selling range. The Cry Babies Magic Tears Winged House collection features 12 new babies to collect, each hidden inside a shimmering winged house. By feeding the baby water and squeezing its belly, children can watch as it cries coloured tears. Each baby comes with six different glitter accessories plus personalised stickers and a customised blanket. A rare character also comes complete with colour changing onesie. The Cry Babies Paci House features babies hidden inside a dummy-shaped house which opens magically; the pipette drops ‘tears’ on the chimney, causing it to pop open. There are six babies to collect, including an exclusive rare character with a glow-in-the-dark onesie, and each comes with eight accessories, four of which are customised to the individual character. A new season of the Cry Babies Magic Tears adventures is now available on Kitoons. The Cry Babies Fantasy range offers appealing and popular characters, from unicorns and dragons to reindeer and dinosaurs. All can be found in the new Cry Babies Fantasy world, shown in the latest Kitoons animated series. Bath time play is covered with Bloopies, a range of mermaid dolls which squirt water and blow soap bubbles. Extending the mermaid line, collectible Bloopies Shellies are 12 mermaid miniature dolls housed in shell cases that can be used as a purse or small bag. The new range is supported by a brand-new series of Kitoons’ Bloopies webisodes. For more information on VIP Pets, Cry Babies Magic Tears, Cry Babies Fantasy, Bloopies and other ranges by IMC Toys, please contact info.uk@imctoys.com.

Character Options 01616 339 800 | www.character-online.com Shimmer ‘n Sparkle’s InstaGlam combines fashion dolls with cosmetics. Girls can glam their doll with the secret sparkle reveal and then use the hidden makeup compact inside to glam themselves too. There are four dolls to collect, each with their own unique style and make up colours. InstaGlam will be the major focus of a cross-platform marketing drive including high-profile Instagram stars. Bubble Trouble dolls come to life from inside gumball machine packaging. Each doll has unique features and is scrumptiously scented. They also have tactile and stretchy hair, can strike a pose, and their clothes can be swapped for added play value. Reflecting the fact that goldfish are a first pet for many kids, Little Live Pets Lil’ Dippers are available as a single pack fish or as part of a Lil’ Dippers fish tank play set. Kids can watch in wonder as their new pet swims from the packaging when it’s dipped into the water. With a nurturing and feeding experience included in the play pattern, these colourful creatures have been well-received since their launch in August.

Jazwares 020 3598 5119 | www.jazwares.com The Jazwares Fortnite product line brings the digital world to physical product, introducing innovative developments and range refreshes to the already extensive line up, while Roblox fans can look forward to new additions to the popular toy line that reflect the biggest developments on the platform. Halo, said to be the most iconic sci-fi series in video game history, returns in with the all-new World Of and Collectors action figure lines, alongside role-play items that tap directly into the Halo Infinite global release. A leader in YouTuber-based toys, Jazwares will be adding to its Blippi line. The range brings Blippi’s popular style of entertainment to life in a way that resonates with kids and parents, featuring collectible blinds, figures, vehicles, play sets, plush, novelties and more. WowWee is launching a host of innovative new brands and products for all ages; developments in the Baby Shark portfolio include animated plush and bath toys. The FGTeeV collectibles line is based on the hugely popular YouTube channel, which has 22m+ subscribers and 20b views to date, and brings to life the FGTeeV family and a cast of animated characters. Jazwares is also poised to re-launch Micro Machines, while kids can expect new ranges from the iconic and beloved world of Cabbage Patch Kids, range extensions to the Nerf accessories line and Squishmallows, plus developments for Petooties. Jazwares also has new brand product launches for AEW wrestling and K-Pop superstars, Black Pink, with more to be announced.

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Theo Klein (+49) 6345 4080 | www.klein-toys.com

Boxine 020 3608 3056 | www.tonies.com Children’s audio system creator Tonies is adding Peppa Pig to its line-up of Tonies in October 2020. The characters of this hit series join the brand’s evergrowing line up of both licensed and Tonie-owned figures. The Peppa Pig Tonie engages children in the world of Peppa, George and friends for over an hour of audio fun. This includes nine funny stories, such as Peppa Goes on Holiday and George and the Noisy Baby, with a full cast of voices, music and special effects from the muchloved TV series. The Peppa Pig Tonie will be available from October. Launched in the UK in 2018 by Patric Faßbender and his friend and co-founder Marcus Stahl, the Toniebox is an intuitive speaker system that is revolutionising story time for children; it has no screens or complicated controls. It is an easy, fun and interactive way for 3-8 year olds to engage with their favourite stories and songs – simply place a Tonie on top of the box and the content related to that Tonie will begin to play.

Theo Klein offers a wide variety of make-up and hairstyling heads, in a range of different sizes and with numerous accessories for kids to enjoy. Each styling head has its own name. With Emma, kids can brush up on their hairstyling as well as their makeup skills. The 33cm-high head comes complete with a selection of accessories to enhance the play experience, including a brush and comb, a set of pearls, seven hair clips, two hair barrettes, eight decorative pins, a sticker sheet, styling tips and a heart-shaped cosmetic box containing dermatologically tested lip gloss, eye shadow and blush. The hair and face can be washed safely time and again, ready for a new style. From October, the new make-up and hairstyling head Mariella will offer an on-trend mermaid styling experience. In addition, the hairstyling and make-up heads from Theo Klein’s Princess Coralie line can be combined with other Theo Klein beauty and styling products, such as the Braun hairdressing set. Readers are invited to request a catalogue, which details Klein’s complete range.

Wilton Bradley 01626 835 400 | www.wiltonbradley.com Wilton Bradley has introduced a selection of new creative products to its Made It brand. The arts & crafts range welcomed the new Sew Amazing range and two sizes of knitting machines within the company’s Knitting Circle sub-brand. All sewing and knitting kits come with everything kids need to get started, and the Knitting Circle Knitting Studio was named among this year’s Right Start Award winners. Wilton Bradley’s Made It range encourages kids to express their imaginative and creative side in different ways. The unique Yarn Animals kits allow children to use any colour combination they wish to create the wildest design possible, on a variety of animal templates including a unicorn and llama. New for this year is the range of three marbling kits; available as a photo frame, a canvas and a paint kit, kids have complete control as they create their own designs. A great gift idea, this collection encourages creativity and self-expression.

Bandai UK 020 8324 6160 | www.bandai.co.uk Bandai is bringing one of the most successful manga and anime series of all time to life with its extensive range of Dragon Ball Super action figures. Covering a range of products and price points, the Dragon Ball line-up includes everything from super-sized Limit Breaker figures to mini-blind bag collectibles. Each 30cm Limit Breaker figure reflects the popular show and has five points of articulation. Super-size Broly Limit Breakers figures are also available at 33cm, with two ‘full-power’ Broly designs recognisable from the latest film and TV series. The Dragon Stars are highly detailed and poseable 17cm figures, featuring upwards of 17 points of articulation, which means they can be posed in over 9,000 positions. All the most popular characters from the show are available in the Dragon Stars format, each coming complete with a second set of hands and/ or accessories. Nuzzy Luvs is a new interactive pet range that offers kids their very own cute and collectible characters to find and nurture. Touch and sound sensors bring each pet to life with a range of different reactions based on emotions such as happiness or fear. There are six to collect, including a giraffe, unicorn and monkey. Bandai will be releasing the characters in two waves to further increase excitement and demand amongst consumers.

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NEW TO TV FOR 2020! Airing on Nick Jr. since March 2020, the series invites a new generation of fans into Paddington’s world full of heart, kindness, slapstick humour, fun and generosity.

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See ou excitin r ‘The Ad g new of Paddventures range oington’ websit n our e now!

s Launched oaw the #3 sh r. on Nick J on Free to air

from Oct 2020!*

*Scheduling is subject to change

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Little Tikes 0845 0533 333 | www.mgae.com Featuring a series of realistic home appliances designed to stand the test of time, the exclusive First Appliances toy line features everything from the Little Tikes First Oven to the Little Tikes My First Pet Checkup Set. This latest launch reflects the company’s ongoing commitment to creating products that allow children to explore the world and develop their senses, skills, confidence and curiosity. Suitable for ages two and over, and coming complete with 11 authentic laundry accessories, the Little Tikes First WasherDryer is an ideal role-play accessory for kids who want to emulate mum and dad around the house. Turning the dials triggers wash and dry cycle sounds and causes the drum to spin round. Kids can let their culinary imaginations run wild with the Little Tikes First Oven. Featuring an interactive stovetop, adjustable oven shelves and a working light, this playset for kids aged two and over also makes realistic cooking sounds to provide hours of entertainment. From cookies to crockery, the set comes with 11+ accessories to inspire imaginative role-play. Budding chefs can store their daily food essentials in the Little Tikes First Fridge. This authentically designed fridge playset features a working ‘ice’ dispenser that drops plastic ice cubes when pressed. It also comes complete with 11 kitchen accessories and a working light to help foster creative play patterns in kids aged two and above. The Little Tikes First Sink & Stove is suitable for kids ages three and over. The realistic stove burners make an authentic clicking sound when the knobs are turned. Once they’ve finished cooking, youngsters can use the working tap to wash the dishes just like a grown up. Complete with 13 kitchen accessories, this set does not require batteries. Animal lovers can nurture their pets back to health and perform ongoing health assessments with the Little Tikes My First Pet Check-up Set. This distinctive play set features a working x-ray light and true-to-life weighing scales, to encourage imaginative and interactive play in animal lovers aged three years and above. The range launch is being supported through a heavyweight digital advertising, PR and social campaign leading up to the key Christmas months and beyond.

The Source Wholesale 01306 646619 | www.thesourcewholesale.co.uk The Source Wholesale is launching a number of new lines this year, some of which are available to purchase now, whilst others are gearing up for a Q4 launch. The Micro Size Tin Games are ideal for keeping children occupied and as a fun family activity. Options available now include a mini Tumble Tower, a mini Hole In One for golf fans and a mini Ten Pin Bowling. The 3D Marble FX Lights is a key line for the company. Characters such as Iron Man and Captain America are available in the range, making this a perfect item for Marvel fans’ Christmas lists this year. The Source Wholesale has also added to its Construct & Create range for 2020, with four new launches. The range lets kids build their own functioning robot, which is driven by solar power, air power or water, meaning the kits do not require batteries. New additions to this STEM range includes Tribo, a three in one keypad coding robot. For aspiring astronomists, there is a new Solar System Kit where kids can build their own solar system and paint it themselves. The new 6 in 1 Solar Recycler Kit allows kids to use bottles and tin cans to help create their robot, which is powered by solar energy. The company has also introduced the Hydraulic Cyborg Hand, another kit-based product that kids can build themselves, which is powered by water. Eight adjustment modules dynamically move liquid between one another, using the pressure changes to mimic muscle movements, allowing performance which mimics the movements of a human hand. SOhi, the company’s own core range, has seen strong sales this year. Other products in the portfolio include the colour changing Moon Lamp, which comes with a stand and colour changing options. Remote control cars at a lower price point of £15 are also due to launch in September. The Source has been working on a new online ordering portal, launching in the first week of September. The new portal is aimed at independent customers and is accessible via the company’s website. It allows customers to log on and place orders online, where they can view the entire digital catalogue and shop by product type instead of brand, to make the purchasing process simpler. The Source will be offering what would have been its show discount via the online portal. For sales enquires, contact sales@thesourcewholesale.co.uk.

Antony Nunn 01246567097 | www.antonynunnagencies.co.uk Antony Nunn is a family business established in 1857, known formerly as Redgates of Sheffield before it developed into distribution. One of its most recent distribution agreements is with Lilalu Ducks of Germany. Lilalu designs a variety of ducks covering a multitude of themes from superheroes, unicorns, animals and even Donald Trump. The ducks are often purchased as a collector’s item, with a pattern or theme to suit any imagination or hobby. Antony Nunn originally began distributing around 40 types, however the popularity of the brand means it now carries over 220 different types. Attractive display stands are available to help drive sales. Five years ago, the company teamed up with The Bean People based in Cape Town, South Africa, which manufactures a range of products, including Bath Sprudels – ‘Sprudels’ meaning ‘fizz’ in Afrikaans. The product resembles a bath bomb, but has a toy sponge hidden inside. They come in different colours that can be mixed into a child’s bath water. Also available, Bath Beans come in themed packs; once the gelatine capsule has dissolved, a sponge character is revealed. Characters include a rocket from the space themed pack or Cinderella from the fairy tales pack. Gotz Dolls from Germany are a high-quality range of children’s play dolls, accessories and outfits, of which Antony Nunn has a wide range available, from new born to sophisticated play dolls. Antony Nunn has also been distributing a classic range of wind-up toys for the past 10 years, which retail at £2.99. Lastly, the newest addition to ANA’s portfolio is Geo Bender. This magnetic puzzle starts out as a cube and once manipulated correctly, can be changed into 72 different shapes. The company has six different designs, and all can be magnetically fixed together to create huge geometrical shapes. Email anunnagencies@gmail.com for more information.

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Thereâ&#x20AC;&#x2DC;s a friend we love to see.

Put the Tonie on top.

Sit back and enjoy listening.

Heard enough? Just take your Tonie off.

Ready for more? Simply put it back on.

Find out more about Peppa, the Tonies and everything about the innovative audio system for children at www.tonies.com

Peppa Pig ÂŠ Astley Baker Davies Ltd/Entertainment One UK Ltd 2003

Pop Peppa on your Toniebox to listen to her piggy tales.

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Rainbow Designs 01329 227 300 | www.rainbowdesigns.co.uk

Skyrocket 01489 668441 | www.skyrocketon.com Following the continued success of Blume Dolls and Blume Baby Pop, Skyrocket UK is expanding the World of Blume this autumn/ winter by introducing the much-anticipated Petal Pets and Rainbow Sparkle Surprise. With Blume Petal Pets, kids can add water to each colourful flower which then opens to reveal a pet featuring the signature Blume hairstyle and a collectible charm bracelet. There are up to 12 different pets to collect, all of which make ideal companions to the existing Blume Dolls and Blume Baby Pops ranges. Rainbow Sparkle Surprise, meanwhile, uses the power of rainbow rain to unveil exclusive sparkly dolls hidden within flowerpots. In addition to Blume, Skyrocket is also introducing a new and improved Chocolate Pen. The pen lets kids write, mould and decorate in delicious and colourful chocolate. Scribes can draw freehand or use one of the 40 moulds provided to make rainbows, hearts, and even Blume Dolls. Pixel Stars is a handheld digital dollhouse kids can customise, before hooking it to a backpack or other accessory and taking it with them wherever they go. Collectors can choose from a Celebrity Chef, Street Style Fashionista or Social Media Star, and enjoy building their dreamhouse in a 100% secure and internet-free environment. Finally, Skyrocket’s lovable labradoodle Moji joins the line up just in time for Christmas. Moji is a soft, cuddly and realistic fur ball that responds to voice and touch with over 150 sound and motion combinations. As Moji is for life, not just for Christmas, the toy will become a kid’s best friend. For further information please contact Skyrocket on the number above or email SalesUK@skyrockettoys.com.

Epoch making toys 0208 049 1362 | www.sylvanianfamilies.co.uk For evergreen collectible range Sylvanian Families, the key focus at Toymaster would have been the newly released Family Adventure range, which encapsulate the brand’s core values of outdoor adventure, wholesome family fun and love of nature. With RRPs spanning £15-£50, the range’s hero product is the Adventure Treehouse, which includes a host of interactive features such as slides, swings and underground branch tunnels. Since its launch earlier this year, this SKU has proved popular with nostalgic Sylvanian Families fans who remember the original treehouse from the 1990s. The Family Adventure range also includes the Lakeside Lodge and two baby-themed products: the Baby Ropeway Park and Baby Hedgehog Hideout. These sets can be combined to create a play area for the babies, whilst the Lakeside Lodge offers a woodland retreat for the families. The newly launched Campervan is the ideal vehicle to transport Sylvanian Families on their imaginary adventures. New 2020 Family sets, featuring the Caramel Dog Family and the Polar Bear Family, join the updated Red Roof Cosy Cottage and various new furniture sets. These key products will form the basis of many Sylvanian Families collections, offering a world of imagination for children to explore. Epoch was also planning to preview the latest products from its Craft Kits brand, Aquabeads at Toymaster. The hero product is the Star Bead Studio, an all-in-one set which features the new star bead. This 18-pointed bead gives an innovative texture to creations such as animals and food, to add realism and expand play options. It is also compatible with existing solid and jewel beads, ensuring fans do not have to start their collections from scratch. Other key SKUs from the main Aquabeads range include the Deluxe Studio and Starter Pack. Both are complete sets containing a range of beads, layout tray, template sheets and sprayer, so that children can start crafting immediately. The all-in-one sets are ideal for those new to the brand and also those looking to expand their existing Aquabeads collections.

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The Home of Classic Characters has a jam-packed Q4 in store for Toymaster retailers with new product arrivals and a movie launch. The Adventures of Paddington Toy Range and new additions to the Universal Heritage collections will be arriving this autumn along with the Peter Rabbit 2 Movie, expected to hit the big screen this Christmas. Arriving this October, the Adventures of Paddington pre-school toy range features a Deluxe Paddington Plush, standing at 33cm tall and wearing his famous red hat and duffle coat with real toggles that can be removed for extra play value. The range will also feature collectible 22cm soft toys of Paddington wearing his coat and hat and Paddington in his pyjamas, as well as plastic Paddington figures with movable arms, in outfits from the series and a Double Decker Bus play set. Rainbow Designs’ Classic Paddington Collection has also welcomed a new arrival this year, the Small Classic Cuddly Paddington Soft Toy. The cute 20cm sitting Paddington Bear sports his distinctive blue duffle coat and battered red felt hat, as well as his Paddington’s tag featuring the illustrations of Peggy Fortnum. With the Peter Rabbit 2 Movie rescheduled for release this Christmas, retailers will also want to make sure they have plenty of stock of the Peter Rabbit Movie range. New lines available for the sequel include a Peter Rabbit Clip and Go, a super soft Giant Peter Rabbit and cuddly 18cm soft toy trio of Benjamin Bunny, Mopsy and Peter Rabbit. These new additions join the Peter Rabbit and Flopsy Bunny Soft Toys, Peter Rabbit Movie Soft Toy in a Union Jack Bag and the Talking Peter Rabbit Movie Soft Toy. The Universal Heritage range, featuring the stars of Shrek, Madagascar and Kung Fun Panda, will be joined this autumn by other stars from the big screen, including Jaws and E.T. Also launching in Q4 will be the new classic Rupert Bear Soft Toy. Celebrating his 100th anniversary in 2020, the Rupert Bear Soft Toy is instantly recognisable in his red jumper and yellow checked trousers and scarf. For infants and pre-schoolers, Rainbow Designs’ That’s Not My… collection of nursery toys has proved very popular. Based on Usborne’s bestselling series of touchy-feely board books, the new collection features soft toys and developmental comforters of characters from the picture books, including the Puppy, the Monkey and the Dinosaur.

d i s c o v e r y m a g n e t i c

+ 1 years

agnetic

01903 885669 - uk@smart.be - www.smart.be TM

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Sh w off Casdon 01253 608 428 | www.casdon.com Casdon’s Little Cooks collection includes the Mr Kipling Cake Stand & Tea Set, allowing little ones to treat friends and family to afternoon tea. The brightly coloured shape-sorting cake stand includes a selection of cakes, plus plates and cutlery. The Casdon Morphy Richards and DeLonghi ranges are a perfect addition to any pretend play kitchen. The Microwave, Kettle and Toaster Set comprises a microwave with a realistic looking touch pad and lights, plus a kettle and pop-up toaster. The DeLonghi Microwave has a rotating turntable, flashing lights and cooking sounds to inspire imaginative play. Each set is ideal for children looking to create their own breakfast, and looks just like the appliances mum and dad use. Each collection also benefits from heritage and quality that parents trust, making Casdon a leading role-play brand.

Schleich 01279 870 000 | www.schleich-s.com/en Schleich’s Dinosaurs World welcomes storyline play sets this year. Hero item the Dino Research station will be supported with TV advertising for the first time ever. Dinosaurs World revolves around three brothers - Maxx, Luis, and Flynn Colby - and their prehistoric adventures. The wellequipped Dino Research Station is where the brothers complete their work; the play set offers multiple features boasting a mobile crane, trapdoor, movable fencing, a cannon with tranquiliser darts, and a lance for catching dinosaurs. Smaller sets include the Off-Road Vehicle with Dino Outpost, which features a cable winch, an enclosure, a tool kit and a Gigantosaurus, the Quad Escape from Velociraptor set, and the Tyrannosaurus Rex Attack set. 01908 555 640 | www.funrise.com

Funrise

Bright Fairy Friends (BFF) arrives this month. This new property introduces a lightup experience and hidden surprises. Each 6” doll is packaged in an on-trend mason jar which doubles as her home and lights up when motion is detected. The second half of the year will see the further roll out of Funrise’s Cat vehicle line. Cat Steel offers a lifetime guarantee for the most robust of sandpit play, while autumn will see the launch of the Cat Junior Crew; fun characterised vehicles ideal for pre-schoolers. Also new for autumn, the Cat Massive Mover RC introduces all-terrain performance, real payload suspension and lights & sounds. Since launch last year, Fart Ninjas has garnered millions of views across YouTube, TikTok, Instagram and more. Autumn introduces new ninjas to find, with 36 to collect in a range of new colours and poses.

Rex London 0208 746 1700 | www.rexlondontrade.com Building on last year’s collection of gifts for a screen-free family Christmas, the award-winning giftware company Rex London has expanded its range of eclectic, engaging and educational presents for kids of all ages. Make & Build bundles will inspire young minds and help make learning fun. This range is the perfect option for augmenting learning over the Christmas break; kids can study physics with a baking soda rocket, take geography by building a volcano, and cover biology with a glow-in-the-dark skeleton magnet. Sewing kits and origami sets are also available, for at-home Design & Technology classes.

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Toynamics UK 0116 478 5230 | www.toynamics.co.uk

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Toynamics UK & Ireland has unveiled a range of new products across its brands for autumn/winter, including Hape, Baby Einstein and Nebulous Stars. Featured in the Hape range is the DJ Mix & Spin Studio. A mix of wood and plastic, the studio offers kids a realistic music experience featuring a piano and a record which can be scratched a sliding tempo controller. Also available is the Musical Whale Fountain bath toy. Kids can watch the water spray as the whales dance to the music, or make their own music by pressing down on the whales like piano keys. Baby Einstein and Hape have continued to add to the award-winning Magic Touch range. The Magic Touch Piano has proved very popular and was set to feature at the Toymaster show alongside the brand new Magic Touch Guitar, a keyless, ‘stringless’ guitar which includes different modes of play, a whammy bar and a button which allows kids to play along to music. Also new to the Toynamics range this year is the Nebulous Stars Cosmic Zen Garden. The set combines stone painting and decorating with an on-trend activity - making and tending to a Zen Garden. Featuring different coloured sands, paints, sequins and rhinestones, the set allows children to decorate their garden however they see fit.

Golden Bear 01952 608 308 | www.goldenbeartoys.com

Berg 0161 2478377

The newly launched Trapped: Escape Room Game Packs will be a key focus for Golden Bear. A world-first game concept, Trapped has been designed by real escape-room experts to bring the fun and excitement of an escape room into the home. There are three game packs to choose from in Series 1 – Carnival, Art Heist and Bank Job – each complete with their own content, back-story and level of difficulty. The packs contain everything needed to turn any room into an escape room; players simply put the contents on the walls and surfaces of their room of choice, and then either work together or compete in an effort to beat the clock, crack the clues, solve the puzzles and escape. Taking 1-2 hours to complete, the whole range is family-friendly and suitable for children aged eight and over. Sassimals introduces Ali the alpaca and Flossi the flamingo. Each brightly-coloured, fluffy Sassimal comes with two fun modes: talkback and dance. Kids can press the microphone on Ali and Flossi’s foot for talkback, making the characters repeat what they say in a silly voice as their neck wiggles around. Pressing the music note triggers one of three exclusive Sassimals songs, which the character will dance to with their trademark amusing neck movement. Following the success of its Smart Ball training aid last year, Golden Bear introduces Speed Ball, an innovative new football with built-in speed sensor technology that measures the speed of kicks up to 100KPH. Speed Ball gives children aged six and over the encouragement they need to improve their performance and increase their speed. The speedcounting sensor can easily be removed, turning this smart piece of sporting tech into a regular football for everyday practice.

www.bergtoys.com The Berg Buzzy is now available as a 2in1 model, which can be used as a pedal go-kart and a push-along, suitable for children aged 2-5. The Berg Buzzy 2in1 remains safely on four wheels, even when on curves and slightly uneven ground. Unlike a tricycle, the pedals are not fixed to the handlebar, which means the Berg Buzzy always remains stable and secure on the ground. The direct drive system ensures that children can always pedal safely. The Buzzy 2in1 can also be quickly and easily turned into a push-along with the practical push bar. The Berg Buzzy’s freewheel mode can be changed. In pedal mode, as with a conventional Berg Buzzy, the child can ride around independently. If the freewheel mode is changed to push mode with a simple move to the right, parents can push the pedal go-kart without the pedals turning. A simple press of a button also activates the steering lock, so that parents can easily steer the go-kart by lifting the front wheels off the ground. The push bar can be used at three different heights and has a comfortable grip. If the child wants to pedal for themselves, the push bar is quick and easy to detach. An additional safety feature is the handbrake, which rapidly brings the Buzzy 2in1 to a stop. The four solid EVA tyres mean budding racing drivers can master even the sharpest curves and they are guaranteed to never get a puncture. The new Berg Buzzy 2in1 is available in two designs; The Berg Buzzy Bloom 2in1 has an enchanting, pretty flower design and a practical basket, whilst the Berg Buzzy Nitro 2in1 has a striking off-road design.

Craft Buddy 0203 417 6565 | www.craftbuddyltd.co.uk Craft Buddy’s Crystal Art collection includes the popular Frameables range. Suitable for children aged six and over, each product offers kids a chance to make their own rhinestone art. Featuring childfriendly designs, each Frameables comes with its own frame, allowing children to display their finished artwork for all to see. Craft Buddy is expanding its kids’ range with the Crystal Art Sticker Collection. Offering the same therapeutic benefits as the Frameables sets, the Sticker Collection is ideally suited for little hands that may still be getting used to the Crystal Art technique. Kids can simply pick the sticker they want, peel back the sticky covering on the top, and use the crystal pick-up pen to pick up the crystals and place them onto their assigned spot. The crystals stick instantly. Currently available are the Cool Christmas Owls set and the Monster Family set, each containing 10 stickers.

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Allegedly

The good old Argos catalogue, a summer staple for the past 48 years, is no more: several months after we exclusively revealed that the catalogue would be cancelled this year, Argos finally went public with the news last month. While it represents the disappearance of an industry icon, it’s hard to argue with the rationale described by Sainsbury’s chief executive Simon Roberts: “Removing the printed catalogue helps us to flex our range and offers and to be more competitive on price.” In an age where flexibility and reactiveness are key to retail success, perhaps the catalogue tied their hands just that little bit too much… Even though there is no Argos catalogue this year, the retailer still decided to be first out of the gate by issuing its prediction for the top Christmas toys last month, just as the UK hit peak tropical heat / monsoon season naturally. Our online story detailing the Argos top 12 was comfortably our highest read story of that particular week, suggesting there is still considerable interest within the UK and global toy community as to which items the retailer is tipping for festive success. Yet I didn’t feel that the story quite achieved the same traction across consumer media that it traditionally does: there were a few bits of press coverage, but I saw or heard little in the way of TV or radio interest. I guess the media has got more urgent things on its collective mind right now… Hamleys CEO David Smith has ‘stepped down’ after only seven months in the role. With no background in toys, he always had his work cut out; toys is a very specific – some might say unique – retail market, and previous retail experience from Debenhams and The Body Shop would not have prepared him for what to expect in a normal year. And this is anything but a normal year. West End footfall has plummeted to record depths: I heard an uncorroborated report of just how far down Hamleys trading has been in recent months, and if it is even vaguely close to being accurate, it really is a shocker. Realistically, there is nothing David could have done about that; Hamleys is heavily dependent on international tourists and London day-trippers, as well as people who work in the capital. In the absence of customers from these target groups, little wonder that its sales have been decimated… Amazon has lost a landmark court case in California, meaning that in theory, the ecommerce behemoth can now be held responsible for defective, faulty or unsafe products sold by third-part vendors on its platform. About time too - this egregious loophole has long needed closing. Let’s not get too carried away just yet: it was a ruling in one US district court. Nevertheless, if it sets a precedent, it may just be the impetus that suppliers and associations need to encourage Amazon to do more to clean up the murkier corners of its platform. And not just Amazon, but every online platform - eBay, Alibaba and all. Online sales have been vital for the global toy market this year, but we should not let the industry’s growing reliance on digital sales blind us to the issues that need to be addressed. Put simply, Amazon and its digital competitors need to be held to the same standards as every other retailer. Hopefully, this pivotal case offers a viable route to achieving that goal…

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The UK is still lagging behind the rest of Europe when it comes to returning to the office. Almost double the number of UK workers are still working from home five days a week compared to the European average: according to a survey released last month, 83% of French office workers are back at their desk at least part of the week, 76% of Italians and 70% of Germans, but just 34% of Brits. It’s not for me to say when it’s the right time for any company or individual worker to return, but there is clearly a knock-on effect to the economy of having such a large percentage of the population housebound… John Lewis chairman Sharon White has written to staff suggesting that moves into providing private rented housing and renting out products are being considered as potential future directions for the business. I had to read the article twice and check that it wasn’t dated 1st April before believing that it was genuine… The BTHA has written to exhibitors with an update on preparation for the London Toy Fair: sensibly, it advises exhibitors to wait as late as possible before commencing stand build projects, while it has also reassured exhibitors that if the show cannot take place, all monies received for stand space would be reimbursed. I am sure that exhibitors will be hugely reassured to hear that. Spielwarenmesse recently amended its standard contractual terms to offer its exhibitors the same commitment - it is good to see trade fair organisers stepping up and acknowledging the challenges which suppliers are facing in the current climate… When I’ve written about trade shows in recent Friday Blogs, I’ve received several emails suggesting that there may even be an argument for postponing, rather than cancelling the January shows. Obviously, this is an incredibly complex issue, and one that would take several rather long Blogs to explore fully. But I do wonder, if it became a choice between deferring a show for a few months or having no show at all, what the general consensus would be. I appreciate that there would be a broad range of opinions, and larger suppliers and retailers would probably have a very different view to the rest of the toy community. There may even be different views across the globe, related to the buying cycles of retailers in each country. Then, of course, there are the practicalities to take into consideration, such as venue availability and fluctuating travel restrictions. However, I’d be interested to hear what people think of the idea, especially if it becomes clear that the January/ February period really isn’t a viable option for shows to be held across the globe. As a one-off response to what we all hope is a unique global situation, could it be worth exploring?

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