Toy World September 2019 by TOYWORLD MAGAZINE

September 2019 Volume 9 Issue 1

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CONTENTS September 2019 Volume 9 Issue 1

John Baulch

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

46 Feature: Playground Crazes & Pocket Money Collectibles

64 Company Profile: Siso Toys

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

Opinion

Features

05 From the Publisher 06 News 16 Industry Moves 18 Marketing World 22 Licensing World 44 Fresh 88 Allegedly

28 Licensing Survey 32 NPD column 34 Viewpoint 39 Talking Shop

27 Q&A: Simon Leslie 42 Special Feature: ToyVision/Funskool/MPPL 46 Feature: Playground Crazes & Pocket Money Collectibles 64 Company Profile: Siso Toys 66 Retail Profile: Menkind 68 Feature: Pre-Christmas TV advertising

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

66 Retail Profile: Menkind

68 Feature: Pre-Christmas TV advertising

Lisa Currie

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

Mark Crowford

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

toyworld The business magazine with a passion for toys

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www.toyworldmag.co.uk @toyworldmag @baulchtweet

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Toy World Magazine

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a e m o Bec d n e i r F Sealife 41380 Lighthouse Rescue Center

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, e g w n ra e no w bl e N ila a v a

elcome to the eighth birthday issue of Toy World. Unlike some of today’s eight year-olds, I can assure you that there is absolutely no danger that we will be leaving the toy market behind any time soon. When we launched, we used the strapline ‘the magazine with a passion for toys’ – and that passion burns as brightly today as it ever has. In some respects, it seems like only yesterday that we were burning the midnight oil to deliver our inaugural issue to the world on time. However, those eight short years have seen the toy market evolve dramatically: indeed, it feels the toy world has changed more in that time than it did in the previous three decades, since I first joined the toy community.

from the publisher

John Baulch - @Baulchtweet

Looking back over some of the stories from the last month alone, I would never have predicted I would be commenting about the sort of developments which are becoming commonplace. Hasbro’s announcement that it will begin phasing out plastic packaging from its new toy and game packaging from next year is very much a sign of the times, and a welcome announcement. The company’s ultimate ambition is to eliminate virtually all plastic in packaging for new products by the end of 2022. As I have previously commented in the Friday Blog, removing plastic from toy product is going to be a monumental – and in many cases impossible - task, but removing it from packaging is a different matter entirely. Our contributor Ruth Clement wrote an excellent piece on this subject last month; as an industry, it’s important that we do what we can to minimise environmental impact. It’s not about paying lip service or virtue signalling, but about effecting real change and addressing the issue of plastic waste in a commercially viable way. Eight years ago, conversations like this were barely on the radar. Retail seemed a lot simpler in those days too. Back in 2011, who would have thought that Toys R Us wouldn’t actually be looking to make money selling toys? And yet, here we are: fast forward to 2019 and we are told that the newly-revived American TRU retail operation will derive its income from manufacturers paying for retail space and services, with vendors keeping 100% of sales revenue. TRU is currently approaching suppliers with a list of the available in-store fixtures, from which they can choose their slot. There is no product selection per se; companies decide what products they put in their allotted space and what price they sell for. They also choose if and when to mark it down, and by how much. They can even price at one level in one store and another level in the second store, should they want to test the impact of different prices on the rate of sale. So, basically, Toys R Us could now be construed as a glorified landlord – or even the physical embodiment of a product catalogue or website, with the responsibility for product selection and sales strategy

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devolved to the supplier base. If you had suggested eight years ago that this would be the business model of one of the world’s largest specialist bricks and mortar toy retailers, I suspect people would have questioned your sanity. Now, it seems that toy suppliers are prepared to at least give the concept a trial, to see if it really will resonate with consumers. How the retail world has changed! Of course, the seismic changes impacting our daily business lives haven’t been limited to the retail channel or indeed the toy community. The recent unrest in Hong Kong has only added to the uncertainty facing toy companies across the globe. Images have emerged this month of the Chinese army massing in Shenzen, just across the border from Hong Kong (and very close to many toy factories). If you add in the disruption generated by the ongoing protests, together with the inconvenience of cancelled flights to and from Hong Kong, one wonders whether we are witnessing a convergence of factors that could start to impact China’s long-held dominance of global toy production. If that sounds far-fetched, consider how public opinion would be affected by a brutal crackdown by the Chinese government in Hong Kong. The eyes of the world are watching, and what happens next could have repercussions far beyond the territory. Of course, there is no disputing the fact that it has taken decades for Chinese factories to establish their position at the head of the food chain, and whenever this subject is raised, the question of viable alternatives is never far behind. However, maybe the world is slowly changing. In this issue, you’ll be able to read an exclusive interview about the emergence of India as a toy manufacturing hub – the article presents a number of compelling arguments for consideration (cheaper, more consistent and reliable labour force with fewer inconveniently-timed national holidays anyone?) While I am not suggesting that the entire toy industry is on the verge of moving production from China overnight, the heightened awareness of the environmental impact of importing products from the Far East at least creates the opportunity for a new conversation to start. Are we genuinely about to witness a once-in-ageneration shift in toy production? Only time will tell, but don’t under-estimate the effect that the Chinese response to events in Hong Kong could have on the answer to that question. Eight years ago, toy magazines didn’t tend to concern themselves with the global geo-political situation. But as we said from day one, we wanted to do things differently: my very first leader column talked of being “here to shake things up.” We wanted to write about everything which impacts the toy community, in the widest possible context. Eight years down the line, I think it’s fair to say that we’ve achieved what we set out to do. And we’ll continue doing what we set out to do – because even though we’re eight, we’re still all kids (kidults?) at heart.

News Hasbro acquires Entertainment One In $4b deal In a move set to further develop Hasbro’s film and TV credentials, which the company has recently developed through franchises such as Transformers, top eOne executives will join the Hasbro team. eOne brands such as Peppa Pig, PJ Masks and Ricky Zoom will join Hasbro, in an all-cash transaction which has been valued at $4b. Hasbro CFO Deborah Thomas said the companies have identified about $130m in cost synergies by 2022, achieved by a series of measures including bringing licensing activities in-house. CEO Brian Goldner said the $130m is cost savings only, not revenue opportunities. “The acquisition of eOne adds beloved story-led global family brands that deliver strong operating returns to Hasbro’s portfolio and provides a pipeline of new brand creation driven by family-oriented storytelling, which will now include Hasbro’s IP,” said Brian Goldner. “Hasbro will leverage eOne’s immersive entertainment capabilities to bring our portfolio of brands that have appeal to gamers, fans and families to all screens globally and realize full franchise economics across our blueprint strategy for shareholders. We are excited to welcome eOne’s talented employees from around the world into the Hasbro family.” Hasbro said it expects to suspend its current buyback program as part of the purchase, which was approved by both boards and is expected to close during the fourth quarter.

Giochi Preziosi completes acquisition of Famosa Italian toy group Giochi Preziosi has acquired the Spanish toy company from Sun Capital Partners, Inc., which invested in Famosa in 2010. The merger will result in a company with a joint turnover that is expected to exceed 700m euros. The two companies will share a complementary product catalogue, comprising Famosa brands such as Pinypon, Nenuco, The Bellies, Nancy, Barriguitas and Feber; and Giochi Preziosi brands that include Cicciobello, Gormiti, Trudi and Sevi. Each company’s respective national presence will complement the operation, with Famosa in a prominent position in Spain, Portugal and Mexico and Giochi Preziosi having a strong presence in Italy, France, UK, Greece and Turkey. Both companies will maintain their trademarks while initiating an integration process that is expected to be completed in 2020. President and CEO of Famosa, Marie-Eve Rougeot, will remain at the helm with her existing management team. Enrico Preziosi, founder and president of Giochi Preziosi, said: “We are very excited to bring Famosa on board, just when the company has shown its best results, with important new product launches that have become best- sellers during the last year in Spain. The company’s own brand model, its commitment to innovation and its solid management team are of great value and are all elements that complement Giochi Preziosi’s business.”

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News Sara Taylor announced as Spin Master general manager UK

Tobar puts Hawkin’s Bazaar up for sale Hawkin’s Bazaar began life as a mail order business in the 1970s and has grown to include an online retail platform and portfolio of 23 stores, plus several dedicated Christmas popups. The name has become an established as a high street ‘bricks and clicks’ institution and staple for shoppers during the festive season, providing toys, gadgets and gifts for all ages. The business has an experienced team that manages an additional pop-up portfolio of up to 15 stores over the Christmas and New Year trading period. The retail stores are occupied on relatively short leases, offering scope to optimise the store portfolio in the short term. The 23 stores include locations in Bluewater in Kent, The Galleries in Bristol and Touchwood Shopping Centre in Solihull. An even wider range is stocked on web platform Hawkin.com, and the pop-up stores generate significant additional sales. Currently operated alongside wholesale businesses within the Tobar International group, the store portfolio, pop-ups and online platform have been brought to the market as Tobar looks to withdraw from direct retailing to focus on the wholesale sector. David Mordecai, CEO of Tobar, commented: “Hawkin’s Bazaar is a very strong retail brand with tremendous heritage, both on the high street and online. There is a great opportunity to take the business to the next level through development of the omni-channel approach.” Nick Bywater of Christie & Co, who is handling the sale, commented: “This is an exciting opportunity to acquire a flexible store portfolio and to further develop an on-line presence with highly recognisable branding. The business had a turnover of £15.28m in 2018, with on-line sales accounting for 12.3% of turnover. Opportunity exists for adding value by repositioning the store portfolio in more dominant retail centres, further expansion of the pop-up store portfolio and through further development of on-line sales.” The business is available as a whole, although consideration will be given to offers for the constituent parts.

Spin Master has announced the promotion of Sara Taylor to the position of general manager, UK. Sara has a tenure of almost 11 years with the company and has been instrumental in its global growth since joining the company in 2008. She made a huge impact on the international thirdparty business for many years, preparing several European markets and Russia for transition to affiliate status. In November 2016 she moved into the role of VP/head of sales, UK, where she has provided exemplary leadership, commercial direction and talent development to this team. The sales team will continue to report into Sara as will Phil Hooper, commercial director marketing, UK. Sara will report directly to Hedley Barnes in his recently announced new role as general manager, Europe and Russia. Speaking about Sara’s promotion, Hedley commented: “Sara’s new role will allow Spin Master UK to flourish even further. The UK business is now the second biggest market for Spin Master globally, and this change will allow even more focus on strengthening and deepening relationships with our UK business partners including, of course, our highly valued retail partners.” Hedley’s move to general manager Europe and Russia is an important step for supporting the recent news that product sales for Spin Master have soared by over 40% across the European Market in the last reported trading period. Commenting on his own promotion, Hedley continued: “It’s an exciting time for Spin Master generally but especially within Europe, and I’m delighted to be entrusted with the task of building on the amazing achievements and continuing to drive the business for Europe and Russia going forward.”

The Independent Toy and Gift Show dates announced The Independent Toy & Gift Show is designed with the independent retailer in mind. From bespoke offers to unique merchandising solutions, the show offers access to the most prominent toy and children’s gift suppliers. The show will be taking place on Tuesday 21st and Wednesday 22nd April 2020 at Cranmore Park, conveniently located just off junction four of the M42, close to the NEC. The show attracts a wide range of professional buyers including those from department stores, toy and gift shops, garden centres and leisure attractions. The theme for 2020 is Wooden Toys, celebrating the classic play patterns and inspirational attributes of toys made of natural materials. Ravensburger is sponsoring the café and will be showcasing its popular Brio range. Hosted by plaY-room, the toy division of buying group Associated Independent Stores, the show is open to all independent toy and children’s gift buyers and is renowned for its welcoming atmosphere, along with its relaxed buying environment. Exhibitor bookings will open to plaY-room preferred suppliers in October. Readers can register for the Toy and Gift show via the website: www.independenttoyandgift.co.uk

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News Mattel EMEA operation enjoys strong Q2 growth

Hasbro results beat analysts’ estimates

Mattel’s Q2 results saw the company continue its recent progress with worldwide gross sales increasing 1%. Encouragingly, the EMEA operation outperformed the company as a whole, and was in fact the best-performing segment of the overall business during the period. Mattel EMEA’s gross sales growth was 7% as reported (13% at constant currency), with the strong performance driven by core European territories (UK, France and Germany), which are proving to be the most consistent performers outside the core US market. Doll category gross sales grew by 6% globally, with Barbie the key driver in this category; the brand performed particularly well in the UK market, where it is growing faster than in any other European territory. Enchantimals also continues to perform well, while the launch of Polly Pocket shows highly encouraging signs for the successful revival of the iconic brand. Elsewhere, vehicle category gross sales grew by 3% globally, while Action Games, Building Sets and Games combined gross sales increased massively (23%). The Jurassic World and Toy Story 4 ranges played a key role in the significant growth of this segment for Mattel, with both ranges said to be outperforming previous iterations of the brands, reflecting the strength of the design, development and marketing of the ranges. While both properties have extensive licensing programmes, Mattel is confident that is has established itself as the leading partner for both brands. Overall, the results reflect the emphasis which Mattel has placed on getting closer to its retail partners, giving them what they need to best service their respective customer bases.

Hasbro has released its latest set of financial results, revealing a stronger than estimated financial position following the turbulent effect of the Toys R Us bankruptcy. The company reported quarterly sales of $984.5m, which beat the analyst consensus estimate by 2.9%, largely driven by Magic: The Gathering. Net revenue for Q2 is up +9% from $904m to $985, while YTD revenues are up +6% from £1,621m to $1,717. The revenue growth has also been contributed to by growth in franchise brands Monopoly and Play-Doh and the launch of Power Rangers. Hasbro acquired the Power Rangers master toy licence in May 2018. The continued success and popularity of partner brand Marvel’s superhero movies has also played a part, with Avengers: Endgame and Spider-Man: Far From Home products highlighted by the company. Net income fell to $13.4m, or 11 cents per share, in the quarter ended 30th June from $60.3m, or 48 cents per share, a year earlier, as the company took a pre-tax charge of $110.8m to settle US pension plan liability. The company also increased spending to move more inventory into the US than usual as it faces a “dynamic trade and inventory environment”. “Our investments are differentiating Hasbro’s portfolio and delivering profitable revenue streams, including continued Magic: The Gathering revenue growth in tabletop and digital,” said CEO Brian Goldner. “We grew revenues in the US and Europe, and we believe we are well-positioned to deliver against our target of profitable growth for the full-year 2019.”

Spin Master reports Q2 2019 results Spin Master has announced its financial results for the second quarter ended 30th June, 2019. “Our second quarter results demonstrated the strength, diversity and depth of our innovative product portfolio with positive momentum for many of our key brands, including Bakugan, Paw Patrol, DreamWorks Dragons and Monster Jam,” said Ronnen Harary, Spin Master’s chairman and co-CEO. “Looking forward, we remain confident in our proven track record of innovation and in our global platform. We continue to demonstrate our ability to produce compelling entertainment content, magical toy experiences and to be a great partner for licensors.” Revenue of $321m increased 3% from $311.5 m, while gross product sales increased 6.9% with an unfavourable foreign exchange impact of 1.1%. Contributing to the increase was the shift in the Easter holiday, which occurred in the second quarter of 2019 compared to the first quarter in 2018. Gross product sales increased 42.8% and 1.2% in Europe and North America respectively and declined 1.7% in Rest of World. International gross product sales on a combined basis were 35.6% of total gross product sales, increasing from 32.0%. Sales in the Boys Action and High Tech Construction category increased by 202.3% to $64m, primarily driven by sales of DreamWorks Dragons, Bakugan and Monster Jam products. Pre-School and Girls sales increased by 10.3% to $96.4 m, driven primarily by higher sales of Paw Patrol and Twisty Petz, together with sales of new brand Candylocks.

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News Plum Products signs exclusive distribution with Happy Hop Inflatables Plum Products has announced its first distribution deal of 2019 by taking over leading inflatables brand Happy Hop. Plum will be the exclusive distributor across the UK and Irish market, supplying customers with durable, innovative, multi-functional and colourful inflatable play. “Happy Hop is a fantastic addition to our growing distribution range and further expands our product collection into different areas of outdoor play. Being active play specialists, we continue to increase our offering, allowing us to be a one stop shop for our customers,” said Paul Schaffer, Plum’s managing director. Fitting neatly into the company’s growing picnic, parties and social play category, the Happy Hop premium inflatable collection has something for everyone, from traditional inflatables, outdoor obstacle courses or items to turn a garden into a giant water park. The full new range will be announced later this year. To offer the same customer experience across all ranges Plum has set up two different avenues of distribution for the Happy Hop range, including bulk and FOB. For more information about the Happy Hop range please contact the Plum sales team: enquiries@plumproducts.com.

newsanalysis

Klein Toys grows bigger in the UK Toy World spoke to Dominik Klein, marketing director at Theo Klein (Klein Toys), as the company prepares to launch a raft of new TV-advertised products in its 70th year of business. Klein Toys celebrates its landmark 70th anniversary this year – to what does the company owe its longevity in the marketplace? We’ve always focused on our strengths, providing high quality products that offer fun and imaginative play, and which also have educational value. Tapping into our local heritage of broom-making, Klein started off by introducing the first coloured children’s brooms with synthetic bristles, and, following the success of our cleaning range, we’ve gradually introduced more role-play and licensed toys to our product portfolio. The current market is driven by trends and collectibles, but traditional toys and play patterns remain at its core, especially when it comes to parent- and grandparent-led purchases. Klein is flexible enough to comply with the demand for relevant and fresh products, and has never compromised on product quality; 50% of our toys bear the ‘Made in Germany’ stamp, and we have exceptionally high standards for products produced in the Far East. In addition, our international sales have grown steadily over the years.

What major launches have happened or are planned for this year? We’re excited to introduce licensed items from Caterpillar this season. The range includes a Sand & Water Table which lends itself perfectly to the nature of the brand. Removable sand and water sections let children direct the water flow with the integrated pipe system, and the play value is extended thanks to building and construction elements. The new range also includes a set of construction vehicles that can be used as standalone push-along vehicles or with the Sand & Water Table, plus a tool belt, role-play and dress up items, and work benches. We’ve also expanded our successful Bosch power tools range with a new themed construction line, and our Bosch and Miele play kitchens have undergone a facelift to reflect the design updates to the real things.

What kind of marketing support will these new products benefit from? We’ll be running an Easter TV campaign comprising 150 TVRs which will showcase our new Caterpillar Sand & Water Table, as well as our Bosch Power Tools range. We’re very active on social media platforms including YouTube, Facebook and Instagram, and will also be running print ads to highlight our core Bosch Power Tools and outdoor products as well as our play kitchens.

What sets Klein Toys apart from its competitors? We work with very strong licences that are household names, and pay great attention to detail to ensure we offer excellent product quality. The licences in our portfolio are recognised globally and we have some long-term partnerships in place. We’ve been working with Bosch for 20 years; we’re very proud of that.

What are Klein’s big focuses for 2020? We’ll be introducing new licences and working towards broader distribution in the UK, as well as continuing our strong global growth trajectory. Klein is proud to celebrate 70 years of being a family owned business built on high values and a vast, varied product portfolio. We’re a flexible, dynamic company with a tight knit team, and we’re looking forward to growing our business in the UK. We’ve had great support from major retailers here over the years, resulting in healthy growth year on year and a very positive response following the Toy Shows in London, Nuremberg and Harrogate. We’re very grateful for the support from our loyal customer base, and we look forward to welcoming more customers to the world of Klein Toys.

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News Thomas continues to take pre-schoolers on a journey

Cartamundi joins forces with Import Services Cartamundi has appointed Import Services as retail logistics partner for the UK and Ireland. Well known for producing playing cards and household brand games, Cartamundi manufactures products worldwide, at the company’s own plants in Altenburg (Germany), Sant-Max (France), Krakow (Poland), Waterford (Ireland), Mumbai (India), Soka-City (Japan), East Long Meadow (Massachusetts) and Dallas (Texas). Cartamundi has brought Import Services on board to satisfy the company’s need for a UK 3PL provider at a container port site, to provide bonded storage and customs clearance services, with the capability of high-volume order processing, pre-retail services and distribution to a wide range of customers. Mike Thomas, client services director at Import Services said: “We are very excited this great company has chosen Import Services as UK & Eire logistics partner. Our AEO accredited and customs bonded facilities, adjacent to Southampton’s container port, will be a real gamechanger for Cartamundi, as it moves to a 3PL model and focuses on business growth.” “Import Services has a great understanding of the retail market and offers us a port-centric supply chain model with a valuable array of services and real time information flow,” added Daniel King, general manager UK at Cartamundi. “Working with the team at Import Services will enable us to process our manufactured inventory for distribution to our customer base in the UK, Eire and to overseas markets efficiently, giving us a pre-Brexit edge.”

For almost 75 years, Thomas & Friends has introduced children to the bigger world around them through the wonder and awe of trains. Following an exciting content relaunch in September 2018, the brand has implemented numerous changes to the television series to remain relevant to today’s pre-schoolers. New characters and diverse cultures have been introduced, with new engines Rebecca and Kenyan tank engine Nia joining the team to spotlight girl power. The United Nations partnership remains prominent in content and has been supported through a recent influencer and social media campaign that further extends the conversations with parents and children. July 2019 saw the launch of the Digs & Discoveries specials at Drayton Manor, where Thomas travels to Italy to meet new friends and explore further global destinations. The adventures continue with series 23 launching on Milkshake in September. New toy line releases include the exciting new TrackMaster glow in the dark range, which launches in AW19, with PR and marketing campaigns designed to create additional buzz around Halloween, Bonfire Night and Christmas. The TrackMaster Cave Collapse Set will also be spotlighted through a TV campaign. 2020 will also mark an exciting year for Thomas as he celebrates his 75th anniversary. Created as a fictional story for Reverend. W. Awdry’s son Christopher in 1945, publishing remains a strong part of the brand heritage. Friendship, discovery and adventure will continue to be key messages to the communications throughout the anniversary year.

Zappies outlines current breadth of product portfolio Zappies is a leading toy distributor and importer working with partners in the UK and across the globe. The company distributes on behalf of several major toy manufacturers and has also introduced a range of own-brand products, meaning it now deals with all facets of the UK market and further afield. Zappies’ product portfolio has increased significantly with over 4,000 lines now available; its top 250 are on display in its new showroom near Brighton on the South Coast. All major licensed products are on offer including Frozen, Frozen II, Avengers, Harry Potter, Fantastic Beasts and Star Wars, plus Sonic and Ghostbusters, both of which welcome new movies in 2020. The company’s own-brand Banzai range of award-winning outdoor summer products includes waterslides, sprinklers and garden games, while the TV advertised Gearheads range of collectible vehicles complements Zappies’ Sonic and Ghostbusters RC products. The unique Doctor Who/Mr Men mash up figures have also proved popular. Zappies’ account base and links to retail in the UK means the company can introduce toy products to online, grocery, high street, specialist, discount and independent sectors, and is able to cater for both value and high-end products in volume. In an increasingly fast-paced environment, Zappies has an efficient logistics and supply setup with next working day delivery available as standard, and welcomes appointments at its showroom for new and existing customers and business partners. For further information, contact Zappies on 01273 977 440 or email sales@zappies.com.

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

M AK E YO UR OW N

BATH BOMB!

BTHA Briefing On the 20th June, the BTHA launched its report into unsafe toys sold by third party vendors on online marketplaces. The BTHA found 58% of the sample of toys tested to be non-compliant, and 22% of the total sample had safety issues. Members of the BTHA, supporting retailers and other interested toy companies, have written to their local MPs to support the BTHA call for the laws to change, to hold platforms accountable for the products sold through their sites. We have had positive responses from a number of highprofile politicians and are continuing to act to level the playing field for the responsible toy industry; our members, whilst securing toy safety standards for the children who play with our products. If responsible members of the toy industry wish to join the call for change, they should write to their local MP explaining the impact on their business and can share the BTHA report (a link to the document can be found on the Advocacy page of the BTHA website: www.btha.co.uk). We need the government to act before a child is seriously injured or killed by an unsafe toy.

AS SEEN ON

Separately, the BTHA has submitted nine consultations to government and stakeholder reviews over the early part of the year on issues that will impact toy companies; from waste and plastic tax reviews to websites and information services that will be accessed by children, marketing to children reviews, connected toys and online harms consultations. All consultation updates are likely to be released in the autumn, if the new government follows these workstreams, and will result in changes for the toy industry. The BTHA will update members as these changes are known. Last month the BTHA’s consumer campaign, Make Time 2 Play, publicised a partnership we’ve been working on with influencer Georgia Jones. The campaign has been working with Georgia to help promote the free Make Time 2 Play app, which provides parents with more than 450 play ideas for their children, to a wider audience. Part of this partnership involved recording an episode for Georgia’s YouTube channel Bump, where Dr Amanda Gummer was the representative for Make Time 2 Play. The campaign has already seen a greater number of installs for the app and following on our social media channels. If you’d like to learn more about Make Time 2 Play and how your company can get involved, please contact Kellie@btha.co.uk.

COLLE

LL! A M THE

Elsewhere, Toy Fair 2020 is very nearly sold out, with just a few stands remaining. If you’re planning to exhibit, you need to get your application in ASAP; you can fill in an exhibitor application form on the Toy Fair website www.toyfair.co.uk. Visitor registration will also go live later this month, so stay tuned on our social media and website for the announcement. If you want to become a BTHA member, or if you are a current member and want to learn more about the benefits of your membership, visit www.btha.co.uk or contact Tracey@btha.co.uk for more information.

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sales@canaltoys.uk

Industry Moves Wilton Bradley welcomes new toy buyer

Simon Calvert appointed Menkind MD

Scott Decker is well known in the cycle trade and has over seven years’ experience, having spent the last four years as ownbrand product manager/buyer at the leading wheeled distributor, Evans Cycles. Scott said: “I’ve already settled in; the team here at Wilton Bradley is a great bunch of people. I’m excited to be a part of a company with a huge wealth of knowledge and experience across many categories within the leisure industry, alongside some hugely successful brands. I’m looking forward to utilising my skills within a new industry and helping to develop and expand our toy offering to be bigger and better than ever.” Scott Eden, product director at Wilton Bradley, added: “We are delighted to have secured Scott, who brings with him many years of experience in the UK wheeled and wheeled toy market. Scott is key to the growth of our key brands including Xootz.”

PlayMonster set for global expansion with new VP international Richard Gill, well-known for international development in the toy industry, has been named as the newest member of the PlayMonster management team as VP international (AKA chief explorer monster, as the company calls him). Richard brings over 30 years of experience to his new role, and will use that to develop and lead PlayMonster’s international division, covering all markets outside of the US, Canada and UK. Interplay will continue to be run as a separate subsidiary, managed by UK managing director Adrian Whyles. Prior to joining the PlayMonster team, Richard successfully co-owned and managed McGill Assocs., an international sales and marketing consultancy, for nearly 20 years. For the last seven-plus years, Richard has consulted and worked with PlayMonster to expand its games into 50 countries outside of the US and Canada. “Having known and respected Richard for over 20 years now, I am very excited to have him as part of the PlayMonster team,” said Bob Wann, CEO and Chief PlayMonster. “His vast experience and track record of success with our brands and others will be key in the company’s rapid growth and successful international expansion.” “PlayMonster is a perfect fit for me with its culture of playfulness and determination, and commitment to innovation. It’s an honour to join the respected management team here, and I look forward to working more closely with them to create a stronger global presence,” added Richard.

Menkind has hired Simon Calvert as the company’s first managing director. Joining the gift and gadgets retailer on 6th August, Simon will be responsible for developing customer-centric strategies and leading the buying, supply chain, and retail operations, including online. He will report to Menkind chief executive Paul Kraftman. “Simon has built his professional background in both start-ups and corporate enterprises and can understand our business from end to end, which makes him a very attractive partner to have on board,” Paul said. Simon joins from Bonmarche where he served as trading director since 2017, and the merchandise director for womenswear at BHS from 2007 until 2012. He said he was keen to explore international expansion at Menkind, commenting: “The managing director position gives me the opportunity to help shape the business in the coming years alongside Paul and ensure it is futureproof.”

New head of global trade marketing at Wow! Stuff Following several years of substantial growth, Wow! Stuff continues to expand its operations in the USA, Europe and Asia Pacific. Sunny Walia has joined the company as head of global trade marketing, responsible for the execution of Wow! Stuff’s in-store marketing programmes, including video screen deployment and other activities that bring Wow! Stuff’s innovative products to life in store. Sunny joins Wow! Stuff from Tesco, where she held senior global roles in general merchandise and beauty. Prior to Tesco, Sunny has worked for both international and UK based retailers. CEO Richard North commented, “Sunny is an exceptional talent and an exceptional human being. She fits with our ethos and the company strapline: ‘bringing great brands to life’ in innovative and exciting new ways. As our sales per square foot at retail continue to climb, Sunny will take up our new in-store marketing and experiential activities, working closely with Wow! Stuff’s retail partners”.

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Posh Paws hires Lee-Anne Neale as sales manager Posh Paws International has welcomed LeeAnne Neale as sales manager. With over 20 years’ experience in the Toy, Gift and Nursery categories, Lee-Anne brings a wealth of knowledge from a number of big name toy companies such as Moose Toys, KD Group and Re:Creation. Alan Smith, managing director of Posh Paws, commented: “We are thrilled to welcome Lee-Anne to the company at such an exciting and evolving time for the business. Lee-Anne’s proven history of developing strong and long-lasting relationships and understanding of the industry makes her a valuable asset.” Lee-Anne added: “I am so excited to be joining Posh Paws, a company synonymous for producing high quality licensed plush, and to be able to work with a team of such dynamic and motivated individuals.”

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Epoch welcomes new addition to the team

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Epoch strengthens its arts & crafts brand, Aquabeads, by welcoming Kim Nicholls as its new brand manager. Kim joins Epoch making toys from her previous role at Vivid Toy Group, bringing a wealth of experience in the toy industry with her. Kim commented: “I’m thrilled to be working with Aquabeads, a rapidly expanding brand that has great potential in the arts & crafts sector. There are lots of exciting new products arriving soon, so I can’t wait to see how people receive them.” Yuki Otsuka has also been promoted to head of marketing, having been Epoch’s marketing manager since 2015.

Tracey DevineTyley joins Fundamentally Children Fundamentally Children has strengthened its team by welcoming Tracey Devine-Tyley as head of sales and marketing. With a wealth of experience gained at Rubies and KD, Tracey’s role will be to build upon the company’s successful events and experiential marketing programme, as well as spearheading new initiatives. With her knowledge of the licensing and retail sectors, Tracey will help Fundamentally Children support clients at all stages of their brand development. Tracey commented: “I am delighted to be joining Amanda and Fundamentally Children at what is a very exciting time for the incredibly driven and passionate team, who are absolutely focused on delivering the very best marketing services for their clients.”

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Marketing World Fisher-Price partners with Binky Felstead for Linkimals launch Fisher-Price has launched a PR campaign with Binky Felstead, celebrity mum and founder of The Mummy Tribe parent and baby retreats, to launch the new Fisher-Price Linkimals toy range. The campaign communicates how important learning and development through play is in the early stages of childhood.

Trends UK’s Discovery Adventure Toys feature on Discovery Channel Trends UK’s Discovery Adventures brand, which encourages fun and exploration outdoors, will be featured on the Discovery Channel at weekends as part of the Discovery Adventures sponsorship bumpers Featuring the Discovery Adventure Walkie Talkies in a starring role, the sponsorship campaign will run on the Discovery Channel UK network until mid-autumn. Available in over 11m UK homes, the Discovery Channel is the broadest, youngest and No. 1 pay-toview factual channel in the UK. Refreshed with a new utilitarian look, Trends UK’s popular Discovery range has been rebranded under the Discovery Adventures brand, including walkie talkies, portable telescope, bug barn and metal detector. Lindsay Hardy, marketing director, Trends UK, commented: “We are thrilled our Discovery Adventures items are being featured on the Discovery Channel. The Discovery Adventure brand ident films are great fun and very engaging for the family. It is an amazing showcase to promote our popular Discovery Adventures range to millions of viewers.” Helen Panayiotou, licensing manager, Discovery, Inc., added: “Discovery continue to work with Trends across their outdoor toy lines, encouraging children to explore, have fun and adventure outdoors. Trends UK’s Discovery Adventures toy range is ideal for families and the great outdoors.”

An interactive range of toys with fun features to keep little ones engaged, the new Linkimals infant toy range includes five products with innovative technology that work together to help babies learn better. Sounds, songs and phrases teach numbers, colours and enhance motor skills for children aged 9 months+. The Smooth Moves Sloth, Musical Moose, Lights and Colours Llama, A to Z Otter and Happy Shapes Hedgehog are each packed full of fun features which promote development, and, when joined together, create an immersive learning experience. The social campaign is now live, with Binky and her daughter India testing out the product range and sharing a series of Instagram posts. Kelly Philp, Mattel UK marketing lead, commented: “We are delighted to be working with Binky and her daughter to launch the new Linkimals range. Learning through play is so important to Fisher-Price, as we continue to invite parents back into the world of childhood.” The partnership is part of a wider marketing campaign to support the new range, including digital and social activations and TV advertising.

L.O.L. Surprise! comes to the big screen at Vue Brainstorm announces StikBots TV takeover StikBots has been on TV every month throughout 2019, with investment to continue throughout the rest of the year. As well as advertising across all major kids TV saleshouses during Q4, StikBot will be sponsoring CITV Breakfast every weekday morning throughout the whole of November and December. Aimed at driving awareness and sales pre-Christmas, the sponsorship will include 16 sponsorship idents per day on the popular children’s channel, totalling 640 idents which will appear before, during and after programmes. Debra Tiffany, marketing manager at Brainstorm, said: “StikBot continues to be a best-seller and it’s important that we show our commitment to the brand with support throughout the year and particularly during the crucial fourth quarter.”

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A special hour-long L.O.L. adventure shown in Vue cinemas across the UK will have viewers learning new dance moves and reliving their favourite L.O.L. Surprise! moments alongside their favourite characters from L.O.L. Surprise! Boys, Under Wraps, #Hairgoals and more. “We’re delighted to offer L.O.L. Surprise! here at Vue – it’s got a huge following and we’re happy to be able to put on shows for our younger audience,” commented Johnny Carr, event cinema manager at Vue UK and Ireland. “Kids are in for some of the most adventurous episodes of L.O.L. Surprise! yet, as they watch it all in the comfort of our cinema screens with the highest picture and sound quality.” Samantha Wilson, marketing director of MGA Entertainment UK, added: “Since the global launch in December 2016, the range of L.O.L. Surprise! collectible fashion dolls and YouTube episodes has proved hugely popular with fans. Launching cinema content was the next logical step, and we are thrilled to be partnering with Vue so fans across the UK can enjoy a new L.O.L. adventure on the big screen.”

Opinion

Digital advertising we’re all children! This month, Jonathan reports on how increased exposure to digital media has affected audience attention and engagement, looking at how brand messages can be adapted to best suit modern consumers.

n the fragmented digital media landscape of 2019, demand for audience attention has never been more competitive, with multifarious ways to engage with content on a daily basis – social media, news apps, YouTube, Netflix, Amazon, etc. That is without contemplating the considerable volume of time spent engaging with traditional media channels such as TV, radio and press. At the recent IAB Engage conference, the impact of this content overload formed the basis of much debate, with one summary concluding that digital has had such a profound effect on our brains that audiences of all ages engage with digital media in what can be considered a childlike manner. This consolidates into four key areas for discussion: • Digiphrenia/identity crises: This is the “abnormal state of mental activity that results from the constant bombardment of digital activity”. Essentially, people now operate multiple identities across different platforms. For example, a Twitter profile can portray a very different personality to the almost exclusively visual Instagram. How do advertisers know which profile will ultimately lead to purchase? Should different creatives be used for each platform to meet consumer behaviours? • The attention paradox: It is no secret that attention spans have shortened. It was estimated that the average attention span had fallen from 15 seconds in 2000, to little over eight seconds in 2015 (shorter than the infamous goldfish at an average of nine seconds). Content has adapted to match, with shorter form content leading the charge for audience attention. Audiences now demand greater levels of attention from their content – be that personalisation or opportunities to engage. With a large amount of information to be transacted in an incredibly short period of time, how do advertisers make the most of this value exchange? • Visual consumption: Digitally, audiences prefer visual over text-based content, as evidenced by the rise in use of emojis and memes. Is your WhatsApp feed simply the modern-day manifestation of your childhood picture books? Should advertising avoid text when communicating to modern digital audiences? • Information processing: Shorter attention spans and a preference for visual communications are all indicative of the fact that we have become more adept at processing information faster, albeit not in as much depth. In the competitive digital landscape, how do you make your adverts not only stand out but be remembered? The complexity of the questions posed is only heightened when advertising children’s products, owing to the lack of official data available, as a result of GDPR-K regulations. However we can still address the question, not only from a children’s marketing perspective, but also from the perspective of parents and gift-givers who become of even greater importance as we enter Q4. Ensure you are following best practice as defined by these four key pillars:

Jonathan Chambers

Director of AV Investment, Generation Media. Tel: 0207 307 7906 Jonathan.Chambers@generationmedia.co.uk

personalities, do not expect them to enter your brand’s world. You have to infiltrate theirs, in the least intrusive way possible. Ensure the content you create fits the media channel (does the short form video you have created really belong on Instagram?). Can you provide something tangible that audiences want – think branded items which then become sharable and desirable via social media. • Play on emotions to capitalise on attention: When will your audience be most receptive to your message? Battersea Cats & Dogs Home’s “Grump-o-meter” campaign is a fantastic example which saw it focus on the times of day when its audience is at the grumpiest (i.e. when commuting) to serve funny cat or dog videos in order demonstrate the power of pets to conquer our emotions. Translating this to toys, promoting outdoor toys based on weather patterns is eminently achievable with modern technology. Or with the Back-to-School period around the corner, how can your brand make the first day back more endurable? • Seeing is believing: Audiences, particularly children, prefer creatives which tell a story. We have seen greater degrees of engagement with campaigns when creatives have adopted less of a “hard-sell” approach. How can your products be used on screen to tell a story? In the initial phases, this is more important to your target audience than how much it costs and where to purchase it from. If you can build that engagement, audiences will be more receptive to the more prosaic information further along the consumer journey. Thinking longer term, make sure your brand is discoverable based on imagery alone. Search algorithms are becoming more sophisticated by the day, and it is only a matter of time before children are uploading images of their friends’ toys into search engines. • Consistency & repetition The modern advertising campaign will be made up of multiple components. Each one of these has limited exposure to your audience at any one time, but when combined they can be incredibly powerful. Ensure that the imagery and messaging you use across each constituent part is consistent and fuels the overall message. Don’t be frightened of repetition, embrace it. There’s a reason a certain comparison site continues to use a certain opera singer to promote their brand – and it probably hasn’t been lost on you how popular the song in question is amongst children who are all too happy to promote further brand awareness. Ultimately, each campaign will have its own unique take on the above, but taking each into consideration will produce a higher chance of success in the digital media landscape.

• Introduce yourself as part of your audience’s world: In a world where audiences of all ages are battling their own multitude of

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Licensing World Amscan gains Peppa Pig licence for partyware Amscan International has confirmed that Peppa Pig party goods will be joining the company’s portfolio alongside its existing range of Peppa and George dress up and balloons. Available now, the colourful line-up of Peppa Pig themed party goods incorporates best-selling items such as plates, cups, napkins, table covers, decorations, party bags and favours. This new party range complements Amscan’s existing range of Peppa Pig foil and latex balloons, as Peppa continues to be a best-selling licensed franchise for the manufacturer year on year. A broad offering of balloon formats is already available, including Air-filled Mini Balloons, SuperShapes, Balloon Bouquets and an AirWalker (measuring 1.2 m). Amscan’s new Peppa Pig and George costumes are also available to order now for Q4 2019 delivery, featuring three different styles; Peppa’s everyday dress (complete with bear accessory), a Peppa party dress and a George cape. Mel Beer, licensing director EMEA for Amscan, commented: “We are thrilled that eOne has supported us to offer Amscan customers a ‘one stop party’ opportunity for Peppa Pig, across party goods, balloons and costumes. Our full range offering provides everything a Peppa Pig fan could possibly need to celebrate with their favourite character in style.”

Panini announces the launch of its very first Premier League Adrenalyn XL Trading Card Collection Hitting shelves on 5th September, these official new trading cards feature the Premier League’s most talented stars from the top 20 clubs in one of the world’s best and most exciting leagues, making it a must-have collection for football fans and collectors alike. This collection features 469 trading cards plus 30 Limited Edition cards to look out for. Collectors can activate their cards in the free-to-download Adrenalyn XL app to trade and compete with their friends. This eye-catching and diverse collection features new card sections such as Top Keeper, Awesome Foursome, Hero, Power Pairing, Triple Threat, Game Breaker, Diamond, Savage Silks and Elite cards. Collectors should keep their eyes peeled for the Invincible card as well. The launch will be backed by a multi-channel marketing campaign including heavyweight TV advertising, a promotion with a top national newspaper, retail sampling activity, press and digital advertising, activations with key influencers and a broad range of sampling with both Premier League and grass-roots clubs. Additionally, there will be a comprehensive schools sampling campaign, as well as investment at retail across key listings.

Viacom to acquire Garfield for Nickelodeon portfolio Viacom, through one of its subsidiaries, has entered into a definitive agreement to acquire Paws, the entity holding global intellectual property rights to the Garfield and the US Acres franchises, including corresponding rights related to content, consumer products, and location-based experiences. The acquisition of Garfield is part of Nickelodeon’s strategy to be the home for the biggest kids and family franchises. It expands Nickelodeon’s growing portfolio of influential properties, which already includes SpongeBob SquarePants, Paw Patrol, Teenage Mutant Ninja Turtles, the forthcoming Blue’s Clues & You!, the first-ever SpongeBob spinoff, Kamp Koral, and an all-new animated Star Trek series. Nickelodeon’s president, Brian Robbins, said: “This acquisition marks another step in our evolution toward being kids’ first stop for the best new content and characters. We’re incredibly happy to have Garfield join our growing roster of globally loved franchises and to introduce this cool cat to a new generation of fans.” Following completion of the acquisition, Nickelodeon plans to develop a new Garfield animated television series. Global merchandising rights to Garfield will be managed by Viacom Nickelodeon Consumer Products (VNCP), including the property’s existing portfolio of licensees. Garfield creator Jim Davis will continue to produce the Garfield syndicated comic strip. Pam Kaufman, President of VNCP, added: “With fans around the globe that span both kids and adults, we are excited to ignite Garfield into a multi-generational consumer products juggernaut and further deliver on VNCP’s ‘Every Age, Every Aisle’ mission.”

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WE CREATE MORE THAN TV LICENSING OPPORTUNITIES: GLOBAL.KIDS@ITV.COM

Licensing World Mattel named global toy partner for Top Gun franchise Mattel has been named global toy partner for Paramount Pictures’ Top Gun franchise, ahead of the highly-anticipated sequel, Top Gun: Maverick. Mattel has the rights to toys across multiple categories, including die cast vehicles and aircrafts, play sets, games and other toys. The new line will bring moments from both the classic film and the sequel to life, appealing to fans of all ages. “We are thrilled to bring Top Gun to life for both kids and their parents who undoubtedly fell in love with the franchise over thirty years ago,” said Janet Hsu, chief franchise management officer at Mattel. “Our design-led approach has allowed us to recreate the high-octane action from the movie with a line of toys that will impress fans of all ages.” “Top Gun: Maverick is one of the most anticipated movies next summer,” said Pam Kaufman, President, Viacom Nickelodeon Consumer Products. “The film has multi-generational appeal and lends itself to vehicle and role play toy categories. Top Gun: Maverick has all the ingredients to be a hit in theatres, as well as retail aisles.” The line will be available globally ahead of the US movie premiere, which is slated for June 2020.

Sybo Games names new partners as Subsurf brand expansion widens Sybo Games’ Subsurf consumer and lifestyle merchandise brand continues its expansion as new partners sign to create, manufacture and market a variety of consumer products based on Subway Surfers, the world’s most downloaded endless runner mobile game. From apparel, accessories, home tech, fan art and more, Subsurf merchandise will be available in more than a dozen categories. “As we build out the brand, it has been so important to align with partners that recognise the attributes of the Subsurf lifestyle and, just as importantly, its loyal fan base,” said Naz Amarchi-Cuevas, Sybo Games’ chief commercial officer. “Each of the companies does just that, and will deliver products that express the authentic streetsmart, edgy youth culture, skate, music and dance attributes of the brand.” The new licensees are: Red Bubble (Subway Surfers-inspired fanart); Fashion UK (boys and girls apparel and accessories); Cooneen Group (boys and girls loungewear); the Cookie Company (apparel, accessories and softline categories); Productos Panameños (back-to-school and paper products for the Latin America region); and Dark Horse Comics (graphic novels). During Licensing Expo in June, Sybo announced Alpha Group as the Subsurf global master toy licensee. The company will manufacture and market figures, vehicles, remote control toys, plush, electronic toys, smart toys, games, role play, dress-up and accessories, consumer electronics, novelties, activity and seasonal products. The first Subsurf Alpha Group products are expected to hit shelves in 2020. The game continues to set record after record. The Copenhagen-based company recently celebrated Subway Surfers’ 7th birthday and a landmark 2.5b downloads. It was the second most downloaded mobile game of 2018, the first and only game to cross 1b downloads, the most downloaded game ever in Google Play's 10-year history, and the most downloaded endless runner game in the App Store's history. A recent study by Kids Insight found that Subway Surfers is one of the top 20 apps, not just games, on kids’ devices.

ITV releases Thunderbirds Are Go ranges Pocket money releases from ITV Studios Global Entertainment include items from hit TV show Thunderbirds Are Go. Featured in the brand-new Thunderbirds Are Go toy range are 3.75” action figures of Thunderbirds Are Go characters, with a choice between Scott Tracy, Virgil Tracy and Gordon Tracy. The range is distributed in the UK by Bandai and launches in September 2019. A brand-new collectible range of Launch ‘N’ Go vehicles will be available in Australia (distributed by Modern Brands) and New Zealand (distributed by Planet Fun), including the iconic Thunderbird 2 and Thunderbird 4. The Launch ‘N’ Go vehicles blast off from their launchers and can be clipped together in a row for races between friends. Also from Bandai, a range from the action-packed series Robozuna is available now, with new product launching AW19.

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Licensing World Spin Master named global master toy partner for DreamWorks’ Gabby’s Dollhouse Spin Master has announced that it has reached an agreement to become the global master toy licensee with Universal Brand Development for DreamWorks Animation’s all-new pre-school series Gabby’s Dollhouse. With an anticipated launch of 2021, Spin Master will bring the characters from the show to life through a new toy line that will include play sets, figures, plush, games and puzzles. Gabby’s Dollhouse will debut globally on Netflix in 2020. Created and executive-produced by Traci Paige Johnson (Blue’s Clues, Daniel Tiger’s Neighborhood) and Jennifer Twomey (Blue’s Clues, Team Umizoomi), Gabby’s Dollhouse is a mixed media series that unboxes a surprise before jumping into a fantastical animated world full of cute cat characters that live inside Gabby’s dollhouse. “We’re thrilled to partner with Universal Brand Development on this exciting new TV series that is sure to capture the imaginations of pre-schoolers,” said Ben Gadbois, Spin Master’s global president and COO. “Spin Master has had a long, successful partnership with Universal Brand Development, and we are looking forward to bringing our renowned innovation to the toy line for Gabby’s Dollhouse.” “Gabby’s Dollhouse is the ultimate dollhouse experience come to life,” said Joe Lawandus, senior VP and general manager, Global Toys and Hardlines, Universal Brand Development. “The series is a fresh and modern take on traditional dollhouse play, and we look forward to collaborating with Spin Master to design toys that will inspire creativity and create endless opportunities for imaginative play and storytelling.”

Hasbro appointed global master toy licensee for Ghostbusters Hasbro will create a wide range of Ghostbusters toys to appeal to fans of the original franchise, as well as a new generation of Ghostbusters around the world. The line will be available in 2020, aligning with the promotion of the Ghostbusters movie, which will be released next summer. The deal marks a return to the Ghostbusters franchise by Hasbro. From 1986 to 1991, Kenner, which is now part of Hasbro, created and marketed The Real Ghostbusters toy line, with many of the original developers from Kenner still working with Hasbro. More recently, Hasbro created the Transformers Generations Collaborative: Ghostbusters Mash-Up Ecto-1 Ectotron. Additionally, a Transformers/Ghostbusters crossover comic series is now available from IDW. These collaborations mark both brands’ 35th anniversaries this year. “Ghostbusters is an iconic and beloved franchise and we are excited and honoured to return to the brand as the global master toy licensee and bring new product to the next generation of fans,” said Tom Warner, senior vice president, Hasbro.

Mattel toy line to support Netflix anime HeMan series The new series will be titled Masters of the Universe: Revelation and take place in the Mattel toy inspired world, focusing on some of the unresolved storylines of the classic 80s show and bringing He-Man and the Masters of the Universe to a new generation. Showrunner and executive producer Kevin Smith commented: “In Revelation, we pick up right where the classic era left off to tell an epic tale of what may be the final battle between He-Man and Skeletor. Brought to life with the most metal character designs Powerhouse Animation can contain in the frame, this is the Masters of the Universe story you always wanted to see as a kid.” Mattel Television is producing, alongside executive producer Rob David, the vice president of Mattel TV and author of He-Man: the Eternity War. Both Masters of the Universe (MOTU) and He-Man have been rebooted in the past, to limited success. Mattel chairman and CEO Ynon Kreiz has commented that MOTU “has not been properly monetised in 35 years.” The new incarnation will be accompanied by new toy lines and brand extensions, including a new collection of figures, vehicles, creatures and play sets launching in 2020. Masters of the Universe Minis will also be available in 2020, in the popular blind box form.

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Simon Leslie

Q&A

Reflections of a managing director Simon Leslie is a managing director in the toy and entertainment sector. He built his experience working in sales for iconic brands like Crayola and Monopoly, serving major accounts including Argos and Amazon, where he developed joint business and marketing strategies. During his time with Hasbro, Simon took on executive assignments in Portugal, Chile and Italy. Now back in the UK, Simon is available for interim and consultancy roles whilst looking for the next permanent career move.

What do you see as the opportunities for personal and career growth in taking an international role? Firstly, you open yourself to new, and often bigger, opportunities that you would not otherwise have had access to. You also expose yourself to a variety of different challenges, both business-wise and culturally, that encourage you to deploy different skills and strategies. It’s a bit like playing new golf courses; you have the same core swing but adapt it to the new layout and environment in front of you. As you widen your network to include new countries and continents, you learn different perspectives along the way. I was deployed to Portugal, Chile and Italy, and in each country, noticed that local teams had certain business blind spots that I helped uncover. The reverse was also true; each team would educate me in my own underdeveloped areas. The pace of learning is double what it would be in a similar position at home. That is the great opportunity – rapid personal and professional development.

The role of MD can cover many areas – what did your day-to-day role entail?

My day always began with getting in early. I was often first, simply because I felt the benefit of the time alone to reflect and plan the day. As colleagues began to arrive, I always made time for them, over coffee or a simple walk to the shops outside, to gauge how they were feeling and where I could best support them. I’ve always considered a key part of the job of MD was to facilitate projects and working between departments, ensuring that stakeholder teams were effective in pursuit of a shared goal or purpose. As MD, you will praise your team when things go well and take the flak when trouble arises. That means dealing with all issues instantly, from earthquake evacuations (Chile) to government tax officials springing a visit (Italy) to visiting top retailers demanding more support (Worldwide!). Having made it first to the office, I invariably left first, and I did this visibly and confidently, to show everyone that family and well-being come first. Put in a good shift, then go home to your loved ones, enjoy that time together, or do something for yourself like a hobby or sport. We are fortunate that our industry is supportive and forward thinking on matters of work/ life balance.

Was it a challenge to assimilate, both professionally and personally? Without a doubt it was a challenge. It was important not to come across as an outsider coming in to fix the business. I listened to local points of view, showed tact and understanding and praised local practices that were successful, before even considering recommendations. The employment of sensitivity and patience was required. In every country, I joined a local sports club. Not a health club full of English-speaking expats, but the local Portuguese, Chilean or Italian clubs, for the most authentic and immersive cultural assimilation. Without exception I was always greeted warmly and treated as something of a novelty – especially with my accent! With the expletive language used by Latins in sport, you get a turbo-boosted lesson in local narrative and sentiment.

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How do international retail channels compare with the UK toy retail landscape? The most striking similarity is the competition between independent toy specialists and large global multi-category retailers. That dynamic is everywhere; one has soul and one has clout. Preconceptions can also be dangerous - I expected the most advanced brick-and-mortar retailers to be found in Great Britain, but they are actually in Chile. Most shopping malls and shops in the capital Santiago are far superior to anything found in mass in Europe. That was a real eye opener. A contrast I found was the varying degrees of sophistication across the world in e-commerce. In Chile, it was in its infancy, in Italy at a developing stage and the UK several years ahead of both, in terms of digital consumption and marketing.

What would you say to anyone offered the opportunity to go and work in an overseas subsidiary of their company? International assignments come with great rewards, but also tangible risks. They are not for the faint-hearted but could well be the making of you. The sensory and cultural explosion can be overwhelming, but the spirit of adventure can be hugely enriching and energising. There is also a great risk, that I have learned to my own cost, that on repatriation to your country there might not be an adequate role to return to. You have been to new places, travelled far and wide, developed immeasurably as a person and professional, but business back at head office went on without you and will continue to go on without you. Time for another adventure perhaps? Get in touch with Simon on +44(0)7739028688 or simonleslie74@gmail.com https://www.linkedin.com/in/simon-leslie-27876612/

Licensing Survey pt 2 toyworld The business magazine with a passion for toys

How can toy licensing recover its sparkle? Through the responses to our exclusive survey, which was originally published in the August edition of Toy World. I think we have clearly established some of the areas of concern for licensees. So, how do licensees feel that their partnerships with licensors could be improved? What measures could be put in place to address some of the challenges which licensees are facing. Once again, licensees were not shy in suggesting some measures that licensors could consider adopting:

Relationship management The traditional approach of a very unbalanced relationship between licensor and licensee needs to evolve. Some partnerships are still heavily weighted towards the brand owner. Of course, we have to accept that this is the case when they have the hottest brand. However, licensors should remain as humble as possible, due to how quickly this strong position could change. In many respects, they need us just as much as we need them. An engaged partner who feels like they are treated as an equal would surely lead to a much stronger relationship, which in turn delivers back to the licensor. 2019 is a big year and time will tell as to how well the leading licensor performs â&#x20AC;&#x201C; it feels that there is a huge focus on their performance this year. I suspect there will be high financial expectations on licensees and what they need to deliver to hit MGs. Using this big licensor as an example, reacting quicker, understanding that licensees are the master in their field and giving that element of trust to allow their partners to do what is right for their category would be appreciated. It would help if licensors understood the supplier base â&#x20AC;&#x201C; an understanding of the challenges manufacturers have and how they can support both at retail and from a contractual point of view would help the partnerships. In so many cases, licensors think they are adding value, but actually they are a drain on resource and there is a lack of understanding across the board. Gone are the days of huge multi-category executions in store; instead retailers are building their ranges based on everyday sales and, in most cases, licensors donâ&#x20AC;&#x2122;t even have relationships at buyer level, making it difficult to get new brands placed.

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Licensing Survey pt 2

toyworld The business magazine with a passion for toys

Flexibility

Approval Process

Be flexible on royalty rates, MGs, advances, discounts and sale or return agreements to reflect retail market conditions and challenges Stop embargoing product images after trailers have released that show the characters – #Forky! Licensors need to keep royalty rates at a sensible level (10% maximum), so the delta between a licensed product and a branded/non-branded/value product is only at a modest premium for the consumer to pay. It would help if licensors had a better understanding of the financial dynamic of product sales. For example, when we’re selling off excess stock at the end of a product’s lifecycle, some licensors still want full royalty – we’d be better off scrapping the product and not paying them. What a waste for everyone.

Know their assets and content and give swift, concise and consistent approval feedback (without changing their minds) on the areas licensors are supposed to comment on, such as legal lines and logos – the product design & materials should be left to the licensee, who are the experts in their field. Stop demanding refreshes when they are not considered necessary by the licensee or retailer, just because a new style guide is available – they are costly in terms of investment in NPD and stock management It would help if licensors understood the supplier base – an understanding of the challenges manufacturers have and how they can support both at retail and from a contractual point of view would help the partnerships. In so many cases, licensors think they are adding value, but actually they are a drain on resource and there is a lack of understanding across the board. Gone are the days of huge multi-category executions in store; instead retailers are building their ranges based on everyday sales and, in most cases, licensors don’t even have relationships at buyer level, making it difficult to get new brands placed.

Communication Licensors could definitely work more in partnership with both licensees and retailers. Communication is key. With a number of licensors, we do not even have visibility of their retail plans until far too late in the day - we should be working on these together. Licensors often ask us for a list of our buyers, but then they rarely communication outside of the main toy buyer. course, some are better than others. Where there is a dedicated retail development team forging a path, that’s great – but with smaller licensors there is a definite lack. If there’s one area that they should not skimp on, it’s retail development - essentially having a brand ambassador out in the field, building relationships and creating opportunities is vital. I think my biggest issue is not knowing what’s happening with a brand until it’s on top of you. As a licensee, we are required to give forecasts every quarter. It would be nice if our licensors gave their licensees a forecast of their brands. A few - like Warner Bros and MGA - do give updates on what HAS happened, but that’s not quite the same thing. Holding a summit is expensive; however, between summits a quarterly dial-in is easy and cheap and would be a great way to keep everyone in the loop. Disney and Nickelodeon do those from time to time, but the others should get on board. Information = success!

Market Forces Work closer with licensees to stop counterfeits Work with licensees who respect boundaries as much as they are able to, in order to limit Treaty of Rome sales. Don’t over licence. UK based licensors- please try to get your international colleagues to sing from the same hymn sheet that you make us sing from!

Realistic Expectations Get real. Be realistic with the true value of their brands and not get greedy with allowances for marketing funds, increased royalties, upfront MGs, and the never-ending cycle of forecasting. Lower their expectations and work harder to earn from royalties on actual sales rather than MGs. Be honest with your expectations. Have the licensor be more focused on the products and innovation, rather than the advances and the MG. If the products are right everyone wins: if the IP bombs at an early stage, only the licensor wins (through MGs). It’s inequitable. Be more realistic on requests and expectations from licensees - the market is very different, it’s not as profitable as it was. Also, embargoes and lack of information on some key movie releases has restricted retailer support in a big way.

Toy World 30

NPD Insight Have consumers collected them all? This month, Moneeba examines the strength of the UK collectibles market.

ver the last four years, the UK This growth has helped the subclass become the collectibles market has gone from number one fastest- growing subclass in the total strength to strength. In the last five UK Toy market. The success of Action Figures & months, however, we have seen the Collectibles is largely due to Funko Pop! continuing collectibles market decline with the to grow triple digits; it is now the fourth fasting YTD Jul-19 trend down by -9%, still marginally ahead growing property in the total market and the number of total toys performance, which is down -10%. one fastest growing property in the collectibles On the positive side, the category still represents market. Accounting for 7% of the collectibles market, a sizable part of the total toy market: collectibles Funko continues to have success with licensing, with In the last three months, the collectibles market accounts for 16% of value share and 25% of volume the new Pop! Fortnite Character Figures the number has performed better in the Grocery channel than share. In terms of value, the collectibles market is one item for the property. the Specialist and Mixed channel. With a value share worth £118m, selling over 23m units. Although the average price of a collectible of 48% of the collectibles market, Grocery retailers At 16% of the total have a bigger range and market share, the UK sell through faster than preference Fastestconsumer Growing Collectibles Properties the specialist and mixed for ‘collecting them all’ Fastest Growing Collectibles Properties retailers. Both channels has led the UK to enjoy have increased their the highest share of the Funko Pop! collectibles range for collectibles market versus Poopsie the fourth year in a row. the rest of Europe. Spain The pricing also varies Fortnite is the second biggest within each channel, Polly Pocket sales territory within with the average Grocery Twisty Petz Europe with a collectibles price point at £3.80 and share of 15%, whilst the Treasure X Specialist & Mixed at lowest share comes from Hairdorables £7.03. Germany at 6%. The Whilst nearly three Match Attax global success of L.O.L. quarters of the collectibles Party Popteenies Surprise! means it is no market is non-licensed, surprise that all Harry Potter/Fantastic Beasts £0 £1 £2 five major£3 £4 £5 £6 licensing still accounts for European territories Millions 28% of the market. Panini £0 £1 £2 £3 £4 £5 £6 share L.O.L. as the Millions World Cup stickers remain number one collectibles the No.1 licence. However, Source: The NPD Group | Consumer Panel | UK |YTD Jul-19 property. Other European the licensed collectibles 1 fidential collectible properties Source: The NPD Group | Consumer Panel | UK |YTD Jul-19 market is ever evolving. such as Pin Y Pon and With the release of Toy Story 1 The NPD Group, Inc. | Proprietary and confidential Gormiti are selling well in countries such as Spain has increased by +34% to £5.10, over 22% of the 4 in June, the Toy Story property has become the and Italy. Whilst Germany has the smallest share collectibles share sits in the £10 - £15 price bracket. fourth fastest-growing licence in the collectibles of collectibles in the total market, compared to the Items in the £6 - £10 price bracket account for a market, accounting for just under a 3% share. With rest of Europe, it still sees successes with Pokémon, further 22% of the total market share. However, the new collectibles licences such as Fortnite and Ryan’s Hatchimals and Poopsie all growing and adding £10 - £15 price bracket is declining by -18%, while the World adding value to the market, there is hope value to the collectibles category. £6 -£10 price bracket is growing by +12%. The growth not just for the licensing market, but also for the Playset Dolls & Collectibles accounts for over 40% is mainly coming from new items such as L.O.L. collectibles category to pick up again. Despite some of the collectibles market in the UK, but is showing Surprise! Lils Assortment, Pop! Fortnite Character value decline in 2019, a quarter of toys sold in the UK a declining trend, as some of the big collectible Figures and Poopsie Cutie Tooties Surprise. Hair are still collectibles. The market will remain a key properties struggle to match last year’s sales, with Goals by L.O.L. Surprise and Scruff A Luvs are the part of the toy market, even as it continues to evolve L.O.L. Surprise! and Hatchimals notable examples. main contributors to the £15 - £20 price bracket, and change as consumers demand new and different Action Figure Collectibles accounts for 17% of the which is growing by triple digits - the fastest growth collectibles. collectibles market share and is growing by +35%. of all the price point segments by far.

Moneeba Baloch

Account Manager, UK Toys, Euro Toys

Toy World 32

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

Item Progression: Item Description

June 2019

July 2019

Toy Story 4 Walking Buzz 7"

#158

#38

With the release of Toy Story 4 in June, the property has climbed the ranks as the third fastest growing in the market, YTD July-19. Mattel’s Walking Buzz has seen a +83% increase in sales for the month of July. The success of Toy Story has meant the property was ranked No.2 for July in the total toy market. The range includes Action Figures & Accessories (49% of share), Building Sets (13% of share) and Outdoor & Sport Toys (11% of share).

Fastest growing licences Last year saw the licensing market decline by -20%. So far this year, the licensing market has declined at a slower rate of -14%. Nevertheless, accounting for 22% of total toy sales, licensed merchandise still represents a key segment of the market. Fortnite is the No.1 fastest growing and No.1 new licence in the toy market, accounting for 1% of value share. With a range of products in Action Figures, Family Board Games & Blasters / Shooters subclasses, it is no surprise that this licence has been such a success. The success of Harry Potter continues from las t year - it is currently the second fastest growing license YTD Jul-19. Toy Story has been climbing the rankings recently: it is currently the third fastest growing licence, with 97% of distribution for the month of July and 61 items on average where carried. Other licences which have been doing well include NBCU’s How to Train Your Dragon and Ryan’s World, both adding significant value to the licensing market.

Fastest growing Licences

Fastest growing Licenses

rowing Licenses

Fortnite Harry Potter Toy Story

How To Train Your Dragon L.O.L. Surprise! National Soccer Club Ryan's World Disney All Other Fantastic Beasts 4

Avengers Other 7

Millions

9 Millions

Source: The NPD Group | Consumer Panel | UK |YTD Jul-19

The NPD Group, Inc. | Proprietary and confidential

Source: The NPD Group | Consumer Panel | UK |YTD Jul-19

Toy World 33 2

Viewpoint The real meaning of Christmas… in July

Lesley Singleton Lesley is founder & managing director of Playtime PR, a company which delivers effective PR for brands in the toys and games sector, working closely with clients to represent brands at their best and generate exposure across all media.

Often when I hear a point of view that’s completely different from my own, it’s of great interest as I usually feel there’s something to be learnt from new perspectives. Occasionally, however, I just feel bemused, as I did last month while reading Jim Hawker’s take-down article on all things Christmas in July. Our experiences are like chalk and cheese…

is a vital part of all our campaigns, runs for months after the show itself. But the dialogue we have at the event lets us connect face to face, and understand what each media contact needs and wants to find. It also lets us seamlessly introduce and ‘upsell’ products which aren’t even on the stands, because we know all of our clients’ products inside out, thanks to advance preparation.

This year, the Playtime PR team ran four stands at one particular Christmas in July event: the Christmas in July Festival. The show gave us the opportunity to interact with over 900 different media contacts and influencers. We know that these contacts weren’t, as seemed to be implied, “work experience” or “just competitions and promotions people” for three reasons. First, whenever we do see the “competitions and promotions people”, we usually throw our arms round them! That’s because we know many of them, and they’re brilliant. We work with these people week in, week out, to secure valuable, childfacing coverage opportunities and to negotiate paid activations on behalf of many of our clients. They certainly did not represent a large percentage of the people at this show, however.

Since experience tells us not every toy is ideal for the event, this preparation also helps us steer clients as to which products to showcase. We help handpick what will be the ‘hero’ for them, and use that to hook influencers and journalists. That, in turn, lets us find out more about what people are looking for and then follow-up with other suitable items from the brand’s portfolio. It’s a question of knowing which tactic to deploy when. It’s this point which I think is most vital. When all’s said and done, attending the Christmas in July Festival is just one tactic. For many of our clients, it forms part of a year-long strategy: it’s not as though this event and other promotional opportunities are mutually exclusive.

The second reason we know that the contacts are varied and of high quality is that the organisers vet all influencers and only allow access to those who meet their requirements. Third, and rather conclusively, our team was equipped with showissued media scanners to capture visitor details. That means we know exactly who visited us: none of the interactions or conversations feels wasted, because each visit leads to rock-solid follow-up opportunities. Arguably, this follow-up process is even more important than the initial conversations and is ongoing throughout Q3 and Q4 until we see results land. To be clear, the follow-up, which

While Jim may be right to state that the long-lead media, for whom the event was originally staged, “don’t have the influence they once did”, it’s also fair to say that the show’s premise has evolved along with the media landscape and now targets a rich and wide list of media contacts, and does so in the way that they want to be targeted. This year’s show provided some good examples of this. We spent quality time with notable TV producers, influencers and journalists from all the major national newspapers and supplements, as well as people from their social teams. Each was specifically looking for toys and games to use in gift guides and other content. What’s more, those

Toy World 34

attending are there mostly because they want information conveyed to them in a certain place and way. Feedback from our top-tier media targets shows that, when it comes to most toys, they no longer have the time for long lunches, or the patience for desk-sides delivered in dribs and drabs throughout the year. They welcome, however, the opportunity to get hands-on with the toys that will be gracing wish lists this Christmas, followed up with media packages containing the hard facts and quality images they need to create their guides. In short, Christmas in July makes journalists’ jobs easier. How could catering to that ever be considered a waste of time? I’ll add that – on the first day of this year’s show – we spent half an hour with our key contact from ITV’s This Morning. Having successfully pitched her a selection of travelgame products earlier in the week, our on-stand chat resulted in us adding Asmodee’s brand-new Harry Potter Dobble to the feature she’d planned for the next day. The outcome? Extended client coverage on This Morning for a product that only hit shelves that week. Asmodee confirmed a definite sales uplift. In addition, further pitching during the show led to Zuru’s Boppi the Booty Shakin’ Llama featuring prominently in Friday-evening coverage of the show on ITV News. We also know – less than a month later – that we’ve secured numerous pieces of coverage for clients on the back of the show. As well as enabling these quality interactions, the Christmas in July Festival let us show off fresh-fromthe-factory, trend-inspired games like Rate My Plate while also acting as a launch platform for some client brands. In my opinion, the right approach at these events can easily create exciting “first chance to see” opportunities and memorable,

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Viewpoint experiential moments. I know that I’m not alone in experiencing strong results either… Comparing notes with other PRs in attendance, I was left in no doubt that others were feeling the benefit of such a contemporary, energised mediashowcase. Overall, I would say that the Playtime PR team had two solid days of meaningful conversations with

Theoretically, we have all been enjoying the summer months, and many of us will have taken a wellearned break, but I’ll come clean; I struggle most with this period of the year. It’s the proverbial no man’s land. Everyone you need to speak to is on holiday, your team needs a holiday and invariably you need to take some holiday too. I find it hard to relax, so I spend most of the summer checking and then rechecking where we are up to. This probably doesn’t do my state of relaxation any good, but I’ve made a conscious effort to assess myself on more of a scientific basis this year. I’ve finally embraced a fitness tracker with a heart rate monitor. Its not for everyone, but as a team, three of us have embraced the same technology, so we have instigated our first “steps challenge”. I’m not sure it’s doing anything to help me relax as I found myself taking a walk to the shop at 10.30pm, with no need to go there, just to get some extra steps. I guess I’ve got some competitive issues to deal with, but I am getting fitter. More importantly, my heart is demonstrably fitter. This piece of kit allows me to create personal KPIs. I

highly-influential people. We spoke not only about their immediate and long-term needs, and which toys are going to work best for their guides in terms of readership or viewing audience, but also about wider trends. In addition, we continued building valuable relationships with contacts who have come to trust our name, and created hundreds of follow-up

can relax by working on my personal targets! My resting heart rate when I first got it was circa 53 bpm. Having upped my exercise levels, lost a little weight and now 19 days sober (anyone else in the toy industry doing dry August?), I’m tracking at a resting heart rate of 47 bpm. The watch also tracks my sleep pattern. I have never had a problem sleeping: when it’s bedtime, I’m asleep before the light switch is off. However, who knew I hardly ever achieve “deep” sleep? My mind really doesn’t switch off! We often discuss the changing face of the industry but what about the changing work patterns affecting our industry? Everyone is expected to be “on” 24 hours a day. Even with an out of office on my email, I am being chased by various parties who have scant regard for my health. As long as they get their order, they probably don’t care how relaxed I am. But who is the best in our industry at being able to manage their work/ life balance? Do they have the most understanding boss? Do they have the biggest team of people covering them? Is it better to be a buyer or a supplier

opportunities – both in general, and for the dedicated Christmas giftguide team that we have at Playtime, who can continue pitching our clients’ toys and games to all media. So, to answer the question raised in last month’s article: if it’s treated properly, managed well and forms part of a wider strategic approach to Christmas comms, then yes – I do still believe in Christmas in July.

in terms of being able to relax on holiday? I’ve been a buyer, and I was always thinking about sales even while I was away. My wife caught me calling the office on my honeymoon. It seems sad in hindsight, but it really mattered to me; I couldn’t relax not knowing how things were going. Nowadays, my kids tell me I’m always working, but there is always someone in your supply chain working whenever you are on holiday. As a company, we started to discuss how could we help our team to achieve the nirvana that is to truly relax. Our solution was to look to our French partners, who instigate a complete shutdown. In 2020, Kids@Play will have a Christmas shutdown and a summer shutdown. We will communicate to all our partners that this is how we will work and plan ahead. Will this make a difference for our team? I know I’m not alone in finding it a challenge but if it works in continental Europe, could it work for you? We’ll let you know how we get on, but I hope everyone managed to get some relaxation over the summer months.

Toy World 37

...continued

Nat says Relax

Nat Southworth

MBA, ACMA Nat is managing director of Kids@Play Ltd, has bought toys for Asda, and held sales & marketing positions with Vivid, HTi, and Hornby.

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Talking Shop

Gearing up for Q4 Independent retailers tell Toy World how trading has been over the summer months, what’s selling well and how they are preparing for the all-important Q4. Dr Wendy Hamilton - Grasshopper Toys, Helensborough nationally; we’re seeing a lot more customers through the doors who have travelled some distance to visit us, which is wonderful. 2019 hasn’t really delivered any standout sales opportunities so far, so we’ve simply been getting on with delivering a magical, traditional toy shop experience for our customers. We start planning for Christmas early. We’ve already spoken with Santa Claus to confirm he will be visiting the Grasshopper Toy Shop again this Christmas. While he is looking forward to meeting all the children and their mums and dads, he has asked that we make sure his grotto is neat and tidy -

2019 has been a really strong year for us. The first quarter started slowly, but sales have ramped up fast and it’s looking like it will be a terrific 12 months. The ‘British summer’ we’ve been having hasn’t affected sales. We’re based in Helensburgh on the West Coast of Scotland, so our customers are used to horrendous weather. Even the storms of the last few weeks have not deterred them. During the summer holidays, we’ve been holding science workshops. We’ve not tried this before, but they were very well received, and it’s something we’ll be doing a lot more. I really enjoy them; the kids are so enthusiastic to learn, and we all get to make loud noises and a lot of mess, as you can see from the picture. I was a research scientist before I moved into business, so I run the workshops using household ingredients. It makes it much more real for kids if they see ordinary everyday chemicals in an experimental setting and inspires them to explore science further. We stock a wide range of science kits from companies such as Learning Resources. Cambridge Brainbox and many more. One of our best-sellers so far this year has been Playmobil - it has outstripped Lego by a mile. Wooden toys continue to see strong sales, especially from house ranges as well as food and kitchen toys, and Brio remains very popular too. Our strongest pocket money sellers have been die-cast cars and airplanes, as well as slime; we sell lots and lots of slime. Grasshopper Toys was named as one of Scotland’s Top 20 independent shops by the Herald last Christmas, and it seems to have raised our profile

last year the fireplace fell on his head. Luckily he saw the funny side of it, and so did all the children. He’s a great Santa, he recovered himself very well and told the kids he was putting his elves on the naughty list, but it was a worrying few moments for us as we thought we had killed him. The year before that, the curmudgeonly ticket warden gave Santa a parking ticket, so who knows what will happen this year… We’re seeing exciting new toys in the run up to Christmas every day, and it’s a nightmare trying to contain ourselves. We’ve started working with some new suppliers this year and the ranges look terrific, so we’re really looking forward to stocking the shelves for Christmas in earnest. We’re increasing our stock of Viking Toys Ecoline range; toys made from renewable plastics which are made from sugar cane. The range fits with our desire to be more ecofriendly, without sacrificing practicality; sometimes a plastic vehicle is so much better for play, especially in water and sand play, so we’re glad to find

Toy World 39

renewable, non-petroleum derived plastic toys. In terms of the challenges we face for the remainder of this year, a major one is keeping our sanity. It will get busier and busier until we think we can take no more, and then it gets even busier still. That said, I am blessed with a wonderfully talented, happy and enthusiastic team; we drink lots of tea and eat too many biscuits and get through by simply having some fun. Kate Forbes, Member of Scottish Parliament, and her team recently came over to find out about Grasshopper Toys’ digital marketing activities, and what help they could give to SMEs like us. Scottish businesses are up against specific challenges due to the rural landscape, but the Scottish Government seems to recognise the importance of digital marketing and how it can have a positive impact on the success of SMEs like mine. The discussions were focused on our experience at Grasshopper Toys and what we thought was needed for the future. It was a very positive visit. As a company we wanted to go a step further than simply using recycled gift wrap, reducing plastic usage and ensuring our energy suppliers are green (all of which we do). So, we decided to start beekeeping. We started in April with one hive and have had so much success we now have three hives. That’s a lot of Grasshopper Toys bees in Helensburgh gardens, pollinating plants and helping to improve

the ecosystem. It’s become a talking point with our customers, and it’s been a delight chatting to them about what we’re doing and why. We have a honey tasting day planned for customers at the end of August and I can’t wait to see what they think; I’m sure it will be fantastic for the profile of the shop.

Talking Shop Mike New - Ellenbray, Frome

The first half of 2019 has been a bit more of a challenge for us compared to previous years, but this is something that’s been felt by other businesses in the town and across the country, in most areas of retail. Although we all like a nice warm summer, sometimes wet weather can be beneficial to us as a business; families seem more keen pop into town rather than travelling to larger cities or shopping centres. Although we have done quite well with outdoor toys this year, we sell higher numbers of craft items, puzzles and construction toys when the weather isn’t so great, when parents and kids are looking for activities to enjoy indoors. We held a successful Lego building event during

the school summer holiday which bought many customers into the shop, and we also ran a Toy Story 4 colouring competition at the time of the film’s release, which proved very popular. Our overall best-sellers include Lego, Ty, games and puzzles from Orchard Toys and we’re also seeing success with Brainstorm’s Stikbots. We stock a wide range of pocket money toys and collectibles. Right now, our most popular ranges are MGA’S L.O.L. Surprise! dolls, Lego Minifigures, Fun Stickers, Mattel’s Hot Wheels Cars, Pokémon cards and Schleich figures. We have doubled the size of our Schleich stand to accommodate a larger range, as demand for them is very high. Games sell well for us all year, but sales are starting to pick up as we head towards Christmas. Bananagrams and Dobble from Asmodee, as well as traditional games such as Chess, Draughts and Snakes & Ladders, are ideal for the festive season, and Top Trumps from Winning Moves sells well all year round due to its attractive price point. We offer licensed ranges in keeping with major new film releases, and this year have done well with Toy Story 4, How to Train Your Dragon: The Hidden World and the new Playmobil movie minifigures. We’re lucky enough to benefit from a monthly independent market in Frome, held on the first Sunday of each month. The market draws in visitors from across the country, producing a footfall of over 80,000 each year, with 200 stalls every month. Market day always marks a busy day for us; in addition to our valued regulars, we see lots of new customers that haven’t visited us before. The majority of our ordering is done by our owners, the Messengers, who ensure that we are stocking the newest and best toys, as and when they are released. Any requests from customers are relayed to the owners so that we can provide what they are looking for. It’s still early to predict what toys will be popular this Christmas, but we think that Mattel’s new Pictionary Air will follow the success of the original,

and that Skyrocket’s collectible Blume dolls may be an up and coming trend. Classic toys and games such as Stretch Armstrong, Snakes and Ladders, whoopee cushions and wooden toys - toys that parents remember from their own childhood – are also making a resurgence. The main challenge we face in the lead up to Christmas is maintaining a mix of products that appeal to our entire customer base. TV advertising campaigns can have a tangible impact on customer

purchasing decisions at this time of year, so stock needs to be immediately available. In addition, our staff must be very knowledgeable; customers will often try to describe toys from snippets of an advert they or their children have seen, perhaps only for a brief moment, and we need to know exactly which one they mean. Ellenbray has been in the town of Frome for over 50 years in different locations, and I’m proud to be the senior member of staff here, having worked for Ellenbray for 35 years. I serve customers nowadays that were children when I first started working here, who are now bringing in their own families. It’s a very rewarding job.

Philip Baldwin - Crookilley Toys Emporium, Stockport

My wife has run a craft shop in Bramhall Square for the past five years, which had a small but popular toy section, and feedback from customers suggested that there was appetite for a dedicated toy shop in the town. There had been a toy shop previously, but

it closed seven or eight years ago, and with plenty of families in the area it seemed like a good idea to go ahead and open one. Another unit become available in the square, so we moved the craft shop there and set up the toy store in our previous unit. We opened in mid-December - later than I would have liked - but take up was quick and we were pleased with our sales over the festive period. Since then, the business has made good progress; our sales are increasing month on month. We aim to cover the full remit of toys and games for babies right through to adults, across as broad a range of tastes as we can manage. Bramhall Square is a pedestrianised area promoted locally as a relaxed, friendly and family-oriented destination. While footfall is not comparable to that of a city centre, we market ourselves as the local toy shop not just for Bramhall, but the surrounding areas too. There are no other toy shops within approximately five miles, so we can

Toy World 40

capture the area around us such as Wilmslow, Alderly Edge, Pointon, Hazel Grove and Edgely. I accept that some toy shops are closing, but I see that as an opportunity rather than a bad thing. We provide a fantastic customer environment across two floors that keeps people coming back, and visiting from further afield too, as word of our store spreads. Pocket money toys always sell well for us, anything squishy, malleable and tactile, and we do well with the Zuru Robo Alive range too. Kids puzzles are popular, as are board games. We stock Asmodee games, with Dobble and Cobra Paw selling healthy numbers, while we also offer more complex Asmodee gaming titles such as Carcassonne and Dixit, as well as the Kosmos Games Exit games range. We stock Paul Lamond jigsaws from 100 pieces up to 4,000 pieces, and our Gibsons jigsaws range from 500 to 1,000 pieces. We’re continuing to improve our product range, and we’re opening a part of the shop

indie viewpoint

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Out to lunch

that has previously been closed off to increase our square footage. We’d like to be able to offer Funko; we know that certain local stockists such as HMV are winding down their selection of the Pop! Vinyl figures, and The Entertainer stocks a limited variety, so we see opportunity there. We’re looking to get Lego in, which everyone asks for, and I’d like to be able to get hold of Hasbro’s traditional family games range too. We held our official launch event in July. We provided goodie bags for the kids, which they were very excited about. We’re currently running a colouring competition and a Guess the Name contest; our shop logo features two children, so we’re asking customers to guess their names in order to win a prize. I have started looking at Christmas stock with my daughter Olivia, the manager. We’ve got Boppi the Llama from Zuru, which is a major attraction in the shop, so we’re keen to get the Zuru Baby Shark swimming and singing bath toys for the festive season. My major concern at the moment is ensuring the shop is filled with as wide a variety of toys, games and puzzles as I can lay my hands on. These may be slightly different concerns to those of established retailers, but as we aren’t yet a year old and have plans to expand our floorspace, this is the challenge for us, especially with the usual constraints of being a small business. We have an Amazon collection point directly opposite our front window, so we are constantly reminded of the presence of online competition. The one thing I’ve told my customers from the start is that when bringing in new product, I will always be conscious of online pricing. Sometimes prices are just silly, in which case I can’t get close to them, but I would like to think that we are very competitive. This strategy, combined with the service we offer and the convenience of having that product immediately, will hopefully continue to win out with customers. Another challenge is encouraging customers to venture up the stairs to the second floor of our shop. I’d be interested to know how others have conquered this; I think perhaps its just a case of more signage. The layout of the ground floor is such that some people don’t realise they can go upstairs. We plan to have decals designed for the floor which point the way. I’m looking forward to having high turnover in Q4, from a purely financial aspect, and I’m also looking forward to the increased recognition of our shop as the place to go for toys and games within south Stockport. I want people to recognise that they ought to be visiting us instead of travelling further afield, going somewhere they might not get the same high level of customer service and breadth of toys to choose from. I don’t expect to compete with supermarkets on dolls or action figures, but I do expect to be able to provide a different choice for customers overall. I’d like to think that by Christmas this year, we’ll have a shop that is full of the best toys, games and puzzles, that is recognised and respected locally as a great toy shop.

s we write this, in the midst of the summer holidays, we are pleased with how trade is faring. The July figures came out well, only slightly down, and that was compared to a spell of glorious weather last year. Although we had a brief hot spell this year, it didn’t last as long. We have done well with smaller inflatables for holidays, and also with England winning the cricket World Cup, we noticed a real uptick in sales of sports related toys. So far August seems very positive, even compared to the big Harry Potter launch from last year. There have been several new lines really starting to move: Goo-jitzu from Character has been fantastic, and the relaunch of Bakugan has also gone well. The Robo Alive range from Zuru is selling really well; the new Dragons have been very popular. The new Baby Shark Robo Alive has also got off to a strong start. We have lots of new L.O.L. products this month, which has really given a boost to the dolls category. Barbie continues to go from strength to strength, and the new lines have been well received, especially Hugs’N’ Horses and the Leisure Jet. By the time you read this, we will be moving all our stores around for Christmas, reducing our outdoor meterage and increasing space for board games and puzzles. It has been a tougher year for games so far, with not so many new ones proving to be a hit. This year, we will be sticking to our core range of bestsellers and supplementing that with carefully selected new games. Our bestseller every year is Monopoly, along with Rubiks Cubes – although we would have thought that every home would have one of these now. We love the new Harry Potter Dobble and think that will be a great line as a stocking filler, although it appeals to all age ranges. Bank Attack from John Adams looks like a good concept and should TV advertise well. This year, we have not seen a massive playground craze as in recent years; last year, squishies really dominated sales and proved to have long-term appeal. However, there have been a few stand out lines in this price range, such as the cat’s cradle making a comeback in the form of Ztringz from Jazwares. We have found there is still a market for fidget spinners – at the right price. A few suppliers were looking to clear their stocks, and at pocket money prices, they are flying out now. We have also been doing well on Puffy Putty, which is a fluffier version of putty, and squishy mesh balls remain a consistent, everyday bestseller. When we get into September, as the Christmas advertising starts to hit, people start coming out in earnest to shop for Christmas. Our stores are sited in malls, in high footfall locations, and customers come in looking for the products they or their children have seen on TV, so we do try and stock these products. We keep an eye on prices on high profile lines though, and are cautious if it looks like the price is going to be hit hard. However, these lines generate footfall, and people often buy other things when they come in. We have been to several previews over the last few weeks, and are pleased to say that the standard of the products is (nearly) as good as the lunches. Lego produced a very impressive spread of products, with some great new lines for 2020, and the lunch is probably leading the way so far, with some excellent sandwiches and a very large bowl of crisps! We left there very happy.

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Special Feature

ToyVision/Funskool/MPPL

Indian opportunity

Toy World spoke to Jonny Henton of ToyVision about the advantages and opportunities for manufacturers of moving production from the Far East to India. Did the recent China tariff situation prompt global toy companies to reconsider their manufacturing strategy? The possibility of China tariffs being imposed Jonny Henton certainly shone a light on the situation, although in reality issues have been brewing for more than 10 years now. Since 2008, we have seen regular price increases coming out of China due to currency appreciation, rises in minimum wage and growing raw material costs. Tariffs were just the latest in a long line of mounting issues. Although China has been the long-standing manufacturing centre of the world, it’s losing its grip and despite Chinese sources being hugely experienced and capable, they’re no longer as competitive as they once were. In parallel, the experience of other manufacturing regions such as India has grown, and they now present a truly credible alternative. This is good news for manufacturers, as working with more than one country lessens the exposure to regional instabilities and presents a clear strategic advantage. This explains why the number of companies actively moving away from China is continuing to rise.

What are the principal advantages of manufacturing in India? The greatest advantage is cost: labour is almost a

quarter of what it is in China (India being $1.00/hr versus $3.60 in China: 2016 figures). However, there are other equally valuable advantages such as fewer and shorter national holidays; stable labour and currency, and supportive government initiatives. Looking at each of these in turn: • National holidays - there are no big shutdowns such as Chinese New Year or China National Week (both of which happen to fall at awkward times commercially and present more disruption than just the time the factories are closed) to contend with. This is a valuable benefit as it means production can continue uninterrupted, and critical ordering decisions can be taken later. The disruption caused by these shutdowns in China is compounded by the fact that the majority of labour travels long distances to find work. As holiday times present them with the opportunity to return home and spend time with their families, there is a growing proportion of the workforce that uses that time to seek out local jobs to avoid returning, leaving the factories with an ongoing issue of retaining staff. Consequently, Chinese New Year alone can now impact schedules (typically spring summer production capacity and autumn winter tool build lead times) by as much as five weeks. Similarly, National Week comes at a time when manufacturers are trying to get their last orders completed for the all-important pre-Christmas deliveries. In this inherently unpredictable industry, both holidays help to make matters worse for manufacturers trying to forecast demand and manage risk. While India has national holidays, the largest is the Ganesh Festival in early September. With port closures, this can cause 5-7 days disruption, but due to the time of year it is comparatively easy to plan around it without impacting deliveries. • Labour - although significantly cheaper, another

Toy World 42

major advantage is that Indian labour tends to be from the local community and so factories don’t need to import or provide accommodation for their work force as their Chinese competitors do. As well as obvious immediate cost savings, staff are more loyal and dedicated (many winning long service awards). India also has a huge labour force (nearly 500 million people), including unskilled workers as well as a rich talent pool of skilled workers, capable of lending cost-effective research and development support to manufacturing operations. • High quality production - most Indian factories are capable of producing high quality goods because they use state of the art equipment and tools. By comparison to China, Indian factories tend to use more automated processes, which deliver controlled and consistent results. Many Indian factories are also family-run and wellknown for taking great pride in their work and being transparent in their business dealings. • Make in India campaign - This is an Indian government initiative which puts a high priority on manufacturing businesses and provides them with significant investment and development opportunities. It is also helping to grow the supply base and improve fundamental services such as the road network and international port capacities. • Familiar legal system - As Indian commercial law is based on British common law, it is most similar to the British and US legal systems. Although there are some regulatory hurdles, a similar system makes it easier to understand for people from other common law countries. • Domestic market: India has an attractive domestic market that will be easier to enter and compete in with in-country manufacturing

operations. Even if this isn’t your primary goal, it will open up a new market for you to take advantage of.

Can you tell us about the Indian factories you are representing? I work with two excellent and very different factories, Funskool Limited and Micro Plastics Pvt Ltd. My role with both companies is to help new customers to achieve cost targets and coordinate their production, as transitioning to a new region can be something of a minefield. Being geographically closer to the customers and familiar with the world in which they operate helps me to provide relevant support and guidance, as well as to propose value engineering solutions, in addition to the natural savings of moving to a region like India. I look to remove much of the burden for them in both short and long term and ensure a good experience. Funskool has been operating for more than 30 years. It is a highly experienced toy manufacturer: domestically, it develops and markets its own brands, as well as distributing and retailing international brands, having 20 of its own stores. Consequently, it is the biggest and most recognised toy company within India. With one plant in Goa and two in Ranipet, it has strong export manufacturing capability as all facilities are near established international ports. Having partnered with Hasbro in the early days, it has established systems and is highly experienced in the different audit and shipping requirements of partners and customers alike, such as Disney, Walmart and Target. The company has a broad range of manufacturing processes in house, including injection moulding (up to 600 Tons), roto moulding, blow moulding, tampo and spray deco, hair rooting, dedicated dough production, wood, lid & base machine, game board making machine and humidity controlled raw and finished goods storage. It has recently invested heavily in new online machines, as well as an entire new purpose-built plant in Ranipet, which is dedicated to the export side of the business.

CASE STUDY "We had spoken to a number of Indian toy factories over recent times, with the view of spreading our risk from China and benefiting from improved costs in brands that are price sensitive. We decided to use a factory that Jonny had recommended for a number of reasons. Being able to utilise Jonny’s skills and engineering background to assist with the transition process and start up was highly beneficial. Furthermore, the price was a significant enough improvement over China to make it worthwhile and take the plunge. Finally, and most importantly, the factory impressed us with their history in automotive quality control, which convinced us they would be able to make our toys to the standard we expect." Barry Hughes, Golden Bear

Micro Plastics started life in the automotive industry as a leading manufacturer of high-quality plastic injection components. It is the largest contract manufacturer of toy and model hobby kits in India, exporting to US, UK and European companies such as Spin Master, Hornby and Hasbro, (winning Hasbro’s Quality Supplier of the Year award). More recently, the company has supplied Mattel, Casdon, Artsana and Golden Bear, with export now representing more than 70% of turnover. The company has grown from being a component supplier with just three injection moulding machines to a highly regarded finished goods manufacturer with 210 state of the art injection moulding machines. It has assembly, testing and decoration facilities, and more than 700,000 sq ft of manufacturing space across four locations in Bangalore.

What level of cost savings might be expected, compared to traditional Chinese factories? We’ve seen unit savings as much as 15-17% over China, but I’d guess an average of around 10%.

In the past, some have suggested that infrastructure issues in India might be a barrier to relocating production – in your experience, has the infrastructure situation improved in recent years? I’ve not seen any infrastructure issues that stifle competitiveness, affect reliability as a manufacturing region or would be considered a barrier to relocating production to the area. Transport and freight; or services such as test labs and inspectors; engineers, model makers or packaging suppliers, are all established and readily available locally. For more specialist componentry (such as electronic sub-assemblies), it is simple enough to source them from China. However, with recent news that Apple is moving production to India, this shortfall is about to be addressed. In fact, the competition amongst supply bases generally is hotting up as Indian companies are investing heavily in latest technologies and staff; if anything, unit costs are set to improve. Other issues such as availability of power (which isn’t cheap) can affect factories that don’t have their own generators. Funskool and Microplastics both do, which prevents disruption.

Can Indian factories match Chinese factories for quality and lead times? In short, yes. India has a different approach to manufacturing in that factories are less reliant on labour and make better use of automation. While China factories may have more labour on the line, Indian sources tend to make use of machines, offering long term consistency.

How does the typical Indian workforce differ from their Chinese counterparts? In China, staff are much more transient and focus on pay. In recent years this has become a major issue for factories, as staff are willing to move

Toy World 43

companies for very small pay increases. This means that factories, even in different industries, are caught in bidding wars to retain staff, resulting in wages continuing to rise uncontrollably. As the typical Indian workforce lives locally, there is much less competition over wages, so staff are loyal and want to build on their position within companies. Indian companies are therefore able to closely manage and predict wages in the short and long term.

Do you have examples of companies which have successfully moved production to India? We’ve helped several companies move production to India including Golden Bear, PlayMonster, Drumond Games and Martinex. As is often the case when working with new partners, the road hasn’t always been entirely smooth while getting to know each other, but the long-term benefits are there, and more companies including US customers are now enjoying the competitive advantages. Most companies start by asking us to quote an existing item or brand. This enables them to compare existing costs, and get the measure as to where India is most competitive, and presents a low risk opportunity that may turn the fortunes of the brand by way of cost advantages. We’ve seen this on more than one occasion, as brands that don’t offer the strongest margin opportunities get prematurely replaced by new opportunities. If manufacturers are able to generate and pass on cost advantages, the ensuing value offerings or promotional activity can renew interest and critical brand confidence. If the transition from one region to another is managed correctly it can happen at any time in the brands’ life or annual calendar, as we only need a few weeks to move the tools and run final EP samples, hence customers normally run additional orders through their previous source to bridge the demand gap. We normally generate new decoration masks and line tooling, before producing pre-production samples for certification and final approvals.

If a company wants to explore new manufacturing avenues, how can they find out more about what Indian factories have to offer? If anyone would like to know more about Funskool or Micro Plastics (www.funskoolindia.com & www. microplasticsindia.com), I would encourage them to contact me on +44 (0)7785 392109 or jonny.henton@ toyvision.co.uk.

fre

Make your own Terrarium

FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. In September we have new releases from: Beehive Toys, Bruder & Sequin Art.

Zebra and Giraffe Baby Balance Bikes Beehive Toys 01460 241800 www.beehivetoyfactory.co.uk

Decorate

The team at Beehive continually invests in innovative toys with a difference, providing its own Beehivebranded products that look great on-shelf and appeal to kids and adults alike. The company’s Giraffe and Zebra Baby Balance Bikes have been its best-selling toys for 2019, thanks to their unique design and thoughtful features such as cushioned handlebars, comfortable seating and non-slip fully enclosed safety wheels.

Watch it GROW!

12h 6h

wa tc

h it g r

The aesthetic appeal of the bikes, coupled with the opportunity for good margin, has made them popular with independent toy retailers. Beehive’s Free Fast Delivery service comes as standard, so its trade customers get their toys dispatched same-day if they order by 2pm. The distinctive Zebra and Giraffe animal designs can’t be found anywhere else in the UK, and have been a strong addition to Beehive Toys’ Ride-On range. These 5*-rated toys consistently receive positive feedback for the way they help children build walking, coordination and balance confidence at a key stage in their development. The compact design allows the bikes to be neatly tucked away when not in use, though the cute designs mean they are often incorporated into the décor of the home or garden.

AS SEEN ON

Beehive Toys aims to give its independent retailers something truly unique to set them apart, and continues to introduce new products throughout the year. By ordering now for Christmas, retailers can ensure both engaging new stock and time to reorder, therefore maximising sales over the festive period.

A LL M E H TT C E L L CO

sales@canaltoys.uk

Toy World 44

esh Izzy Fairy

MAKE YOUR OWN

SCENTED SLIME

Sequin Art 01760 721390 www.sequinart.com

Sequin Art has become the first craft-based brand to answer the campaign call from Toy Like Me for better disability representation within the toy industry. The collaboration sees the launch of the first Sequin Art craft project featuring a sparkly wheelchair-using fairy. This design is aimed at helping many disabled children grow positive self-esteem, feel included and celebrated. The new design carries the ‘Loved by Toy Like Me’ endorsement on the packaging and a note explaining to children more about using a wheelchair. The Izzy Fairy Sequin Art kit comes with easy-to-follow instructions and is ideal for adults and children of six years and over. The new craft project is part of the Sequin Art Red range and was named after 10-year-old Izzy, who uses a wheelchair and lives in Thetford, Norfolk.

Wheel Loader and Mobile Excavator models

MIX COLO U & S C E RS N TS !

Bruder 01491 412 415 www.bruder.de

AS SEEN ON

ADD JUST ER! WAT

Bruder construction vehicles are finished to a high level of detail and are manufactured from high-quality plastics such as ABS. The new 1:16 scale Bruder Mobile Excavator and Wheel Loader, both of which offer Bruder’s trademark design and functionality, now join the company‘s successful product portfolio. The central handle of the Mobile Excavator can lift and lower the entire excavator arm and move the bucket, meaning it offers plenty of fun in sandpits or on gravel. The Excavator‘s body can be rotated by 360° and the large power shovel is height-adjustable. Similarly, the central handle of the Wheel Loader lifts and lowers the loading arm and moves the bucket. Thanks to the large tread tyres and articulated steering, this model is easy to maneouvre. Suitable for use both indoors and out, both vehicles are ideal for kids aged 2+.

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ALL! M E H T T COLLEC

sales@canaltoys.uk

Feature

Playground Crazes & Pocket Money Collectibles

Small or nothing Worth £118m in value, selling over 23m units a year, and representing a 16% value share in the total toy market, collectibles and pocket money toys remains a vibrant sector for the industry, despite declining -9% YTD-July. As innovative new ranges continue to roll out, Rachael Simpson-Jones speaks to both new and established collectibles players to find out how things are shaping up for them.

n October 2018, Panini signed an exclusive worldwide agreement to become the official stickers and trading cards licensee of the Premier League. Panini has a reputation for producing high quality and popular collectible football stickers and trading cards that are popular with fans across the world, and the agreement was a major boon for the company. The Official Prem ier League Adrenalyn XL Trading Cards launch early this month. “Arguably the highest profile collection of the year, we have spent a considerable amount of time researching the content, look & feel that will best appeal to primary children,” explains Panini’s managing director, Mike Riddell. “Collecting trading

cards & stickers is embedded in the primary school experience. The excitement of opening a fresh packet of cards or stickers, and the social interaction of trading cards with friends, has such perennial appeal. Collecting continues to be endorsed by parents, who remember experiencing that same excitement, and we hope this continues for many years to come.” As part of Panini’s marketing initiative to familiarise children with the new product and the Adrenalyn XL brand, the collection is being taken into schools. This will be complemented with additional sampling through partnerships with youth football clubs, a live experiential tour of the UK & Ireland, and Premier League match day sampling.

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Underpinning this activity will be a hard-hitting TV and national press advertising campaign, plus a targeted digital and social media campaign. Panini’s L.O.L Surprise! stickers and trading cards have been replicating the success of MGA Entertainment’s collectible brand, which continues to dominate the marketplace. According to Samantha Wilson, marketing director at MGA, ‘newness’ has been incremental to maintaining L.O.L.’s continued growth within the collectibles space: “So far this year, innovation has included the launch of #Hairgoals, Boys, Ooh La La Babies, the 2-in-1 Glamper, and most recently L.O.L. Surprise! O.M.G. Fashion Dolls. An extensive licensing programme has also been vital in helping to grow the

TV, Heavyweight l and Digital, Socia mpaign Influencer Ca

Bounce. Fly. Call 0800 521 558

Email Uklittle.tikes@mgae.com

Web www.littletikes.co.uk

Â©MGA 2019. MGA Entertainment UK Ltd, 50 Presley Way, Crownhill, Milton Keynes MK8 0ES.

Feature

Playground Crazes & Pocket Money Collectibles

brand as a property and boost sales as a whole,” she explains. “Following the incredible success achieved in 2018, we knew the brand had the potential to continue to grow in 2019 and beyond. With so much innovation still to come this year, supported by exciting PR activations, licensing and major media plans, we’re excited to see where it will take us as we enter the Christmas period.” MGA has also released a couple of new collectible brands this year. Hangrees, slime pooping parodies of pop culture characters (try saying that quickly), has already launched in stores. There are nine Hangrees characters within the collection, plus a rare chrome character to drive collectability. Hangrees is being supported by extensive digital, heavyweight TV and PR campaigns in the run up to Christmas. Pop Pop Hair Surprise has also joined the MGA portfolio. Each Pop Pop Hair Surprise! is a 3-in1 surprise, containing a Pop Brush, a Pop Roller and a Pop Hair that doubles as a spray bottle. Unwrapping and popping open the roller will reveal a Pop Hair Pet, a collectible character with extra-long brushable, washable and wearable hair in colours and types including curly, two-tone and ombre – which some readers may have seen modelled by MGA founder Isaac Larian recently. Little Tikes has made a move into the collectibles market for the first time this year with Springlings Surprise!, a range of plush animals that spring from their ‘home’ with the press of a button. The first collection features a range of everyday animals, from farm animals, household pets and mythical creatures, which pre-schoolers should recognise from everyday life. “This is our first ever collectible range targeting pre-schoolers; investing in this sector by launching Springlings Surprise! in our 50th year is the perfect time to do it,” says Michelle Lilley, head of marketing UK, Little Tikes. “Little Tikes is a leader in pre-school toys and we know what’s going to appeal to this audience. The MGA family has seen many successful collectibles launch, so we’ve taken our expertise and identified the opportunity to launch a new plush collectible that’s already looking set for success. The Springlings Surprise! range will not only appeal to pre-schoolers, but parents will also see the benefit these cute collectibles bring. Offering discovery and role-play, they’re perfect for kids to take on any

adventure. The range launched with heavyweight TV and YouTube support, alongside a strong PR and influencer campaign targeting children and parents. It is also an exciting time for Little Tikes as it has launched its first PopJam channel for the brand. The new Springlings Surprise! channel has already seen incredible growth in its first month, with 5.4k followers.” An established player in the collectibles and pocket money marketplace, Magic Box Toys continues to see success with its Superzings and MojiPops brands. The SuperZings Series 3 range has exceeded expectations since launching in February, according to the company, with a sales increase of 43% versus Series 2 driven by fans attempting to find the new character Mr King. “SuperZings Series 4, which launched late in August, sees the introduction of 80+ new characters including rare and ultra-rare finds, with accessories and play sets adding new elements of gameplay to further evolve the world of SuperZings,” explains Julia Cake, commercial director, Magic Box. “Series 4 will be supported by a significant launch marketing campaign including TV, cinema, digital, social, unboxings, PR and webisodes to introduce the characters and their rivals, as well as the full product range.” The brand-new Magic Box IP MojiPops launched in March, and sales have been going from strength to strength, with Series 2 of MojiPops slated to launch in January. For September, the company is launching a range of play sets so that fans can build their own world of Moji Pops using the existing Series 1 characters they’ve already collected. Play sets include the Garden House, Ferris Wheel and Pool Party, all of which come with exclusive characters. The new sets will provide gifting opportunities across a range of price points, and are being supported with extra TV investment, plus partnerships with key children’s titles. HTI released its new Teamsterz Micro Motorz range of collectible vehicles earlier this year, followed by the more recent introduction of its Fruitopia brand of fruit-themed scented collectibles including bag charms and dough. “We have some strong relationships with retailers and have had some positive results on Micro Motorz,” says Michelle Dalziel, licensing and marketing

Toy World 48

manager, HTI Group. “It was a real step-change for us to put the investment behind our own brand, and the foundation to demonstrate our investment in marketing our brands in the future. It is imperative to HTI that we stay in charge of our destiny, and Micro Motorz is the first of many new lines acting as testament to this. Fruitopia has also been a great hit; pocket money is a big investment area with the aim to ensure we remain proactive, not missing out on all the latest emerging trends. It’s a fast changing environment with trends developing from all over so it’s a full time job to keep on top of. Our strong inhouse design and product team live and breathe this, and is helping to create compelling brands that stand out. All are performing well up to expectation given the potentially crowded space on this area.” The collectibles and pocket money category is fiercely competitive, with numerous brands jostling shoulder to shoulder for space in FSDU, CDUs and on shelves. Success requires a considered approach to the development of new brands, as Samantha at MGA explains. “As a toy manufacturer we are extremely conscious not to oversaturate the market. We work closely with retailers and NPD to understand the consumer demand and meet their needs – this includes understanding where there are gaps in the market for certain product offerings; for example, extending into boys’ collectibles.” Magic Box takes a similarly measured view, ensuring that its collectible ranges have interesting and innovative USPs that offer something different to retailers and consumers alike. “Aside from the amazing price points of our collectibles and the themes of both SuperZings and MojiPops (hero vs villain with SuperZings, and swappable faces for MojiPops), we also add play value to our ranges so that children are able to bring their whole collection to life and create worlds for their characters,” Julia adds. “We build our brands to ensure we offer relevant products in each category; our collectibles work well in grocery and independent stores, while our play sets are perfect for our toy partners.” Over the next few pages, Toy World brings you a selection of some of the newest collectibles and pocket money toys kids will be clamouring to get their hands on this year.

ACC IN EESSOR Y V EGGERY

ECT TO COLL

With tv & digital!

www.hatchimals.com

Playground Crazes & Pocket Money Collectibles

Bandai 020 8324 6160 | www.bandai.co.uk Bananas lets kids peel tactile, scented banana skin to reveal a variety of surprises and a unique collectible Crushie character hidden inside each fruit. Series 2 launched for spring/summer with the introduction of new Rainbow Bananas and Lemons & Limes packs with even more Crushies to collect, including twins. For autumn, Series 3 includes chocolate-dipped and doodle-themed Bananas, while Strawberries packs further extend collectability. The range is supported with TV, digital and influencer campaigns, as well as social media content. New for Q3 is Foodie Surprise. Each Foodie Surprise comes with everything needed to make sugar-free sweets with collectible appeal. Children can add to their Foodie Surprise collections with a mystery Takeout Box which contains all the ingredients needed for custom candy creations, plus a collectible character for taking sweets on the go. Bandai holds the master toy licence for Robozuna. Featuring all the key characters from the hit show, the 6cm Battle n Build figures feature a twistable waist and spinnable arms, and come with an arena block which can be used to build the Robozuna arena, or for storage and display. Children can swap the heads and arms between the robots to create their own unique Combatabots. There are 24 characters to collect in series 2. Slurpees Snot Suckers are ideal pocket-money purchases. Kids can squish the Slurpees, push their mouths into the slime and watch them suck it up their noses. Once the Slurpees are full of slime, squeezing them will create a stream of ‘snot’. Three new characters and additional collectible character-led lines will be introduced later in the year. The introduction of Pomsie Poos earlier this year allows children to add to their Pomsies collection at a pocket-money price point. There are 12 different animal characters to collect, each with a wrapable, springy tail and a heart-shaped clasp for accessorising. More characters will be unveiled during the autumn/winter period. Rescue Runts Babies is an assortment of 16 different 12.5cm plush creatures to rescue, love and care for. The range has been designed to promote pet care and nurture a child’s love of animals. As with their larger plush counterparts, each creature includes accessories for care and cleaning up. Squishimals is the new super soft plush made from squishy synthetic materials rather than foam, making them extra cuddly. Available in two sizes, 20cm and 32cm, characters include a bunny, fox, mouse and ladybird. Moving into Series 6 with a new core play pattern, autumn sees Smooshy Mushy miniatures added to the range. This collection of compact sets features mini Smooshy collectibles packed inside a Smooshyville house that can be used for play and storage.

Magic Box Toys 01403 251 286 | www.magicboxint.com

Learning Resources 01553 762 276 | www.learningresources.co.uk

Following a strong launch in March, MojiPops will be growing as a brand with dedicated toy launches for the festive season. Due to hit shelves early this month, five new play sets will offer children a chance to create their very own MojiPops world, as well as giving gifters added choice this Christmas. The ‘I Like’ range will see two new additions. I Like Cupcakes lets children create an original cupcake for their MojiPops to enjoy. The interchangeable, turnable faces let kids show whether or not the character liked the cupcake. With I Like Photos, MojiPops can be turned into professional models in the photographic studio. Kids can make them up at the dressing table, pose them and shoot the camera. Complementing the pocket money offerings is a selection of bigger play sets. The Ferris Wheel play set provides a fun day at the fair. The MojiPops can enjoy the ferris wheel, ride a scooter and eat candy floss or ice cream. The MojiPops can communicate in their own special language, emoticons; by turning their faces or exchanging them with other MojiPops, children can decide how they feel about their day out. With the Tree House play set, MojiPops can have a picnic, watch a movie while eating popcorn, look at the stars with the telescope and sleep in bunk beds. Meanwhile, the Moji Pops Pool Party lets the characters have fun on the slide, relax in the chill-out area, dance on the dance floor or cool down with a juice. The play sets will be supported with extra TV investment for autumn, PR, media partnerships and social media activity.

From the creators of Playfoam comes new Playfoam Pals Monster Party Series Five, suitable for children aged five and above. Playfoam is ideal for encouraging sensorial and imaginative play. Working with Playfoam helps develop hand strength, fine motor skills and hand-eye coordination. Colours can be kept separate or mixed for hours of sculpting, moulding, squishing fun. Playfoam Pals combine Playfoam with surprises and collectibles. Each pod contains Playfoam, a mystery pal and a collectible checklist. The successful first collection, Wild Friends, was followed by Pet Party Series Two, Snowy Friends Series Three, and Fantasy Friends Series Four. Each launch in the series features 12 collectible characters to keep or swap. For extra fun, the heads and bodies pop apart for mix and match activities. New to the brand for Q3 2019 is Monster Party Series Five, the first Playfoam Pals collection to contain glow-in-the-dark Playfoam. Hidden inside pods are 12 cute, creepy critters. The new collection features a 13th character, the rare glow-in-the-dark Alien Cat. After popping open pods to find the surprise pals inside, kids can use Playfoam to sculpt nests, beds and play props. The childfriendly formulation never dries out and the glow-in-the-dark colours mean little imaginations continue to light up, even after the lights go out. In keeping with previous Playfoam Pals collections, Series Five is available in two-pack, six-pack and twelve-pack units. The two-pack units are an ideal pocket money-friendly introduction to the brand and make great gift staples for birthday parties.

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Playground Crazes & Pocket Money Collectibles

Playmobil 01268 548 111 | www.playmobil.co.uk Playmobil has released the first of its highly anticipated toys for Playmobil: The Movie. The film was released in UK cinemas in August. The Playmobil: The Movie Figures Series 1 range features 12 iconic characters from the animated feature film in collectible form, including Marla, Charlie, Rex Dasher, Del, Robotitron and more. The figures are sold in blind packets, adding an element of suspense and offering a surprise every time. Each character can be collected, assembled and interchanged. Also included inside each packet is a sticker to add to the Playmobil: The Movie sticker booklets, which are free to collect from toy stores. Fans of the movie can also seamlessly combine their figures with the full range of Playmobil: The Movie playsets, which are available now. Nine new playsets include Rex Dasher with Parachute, Robotitron with Drone, Marla with Horse, Charlie with Prison Wagon, Marla and Del with Flying Horse, Del’s Food Truck, Emperor Maximus in the Colosseum, Marla in the Fairytale Castle and Rex Dasher’s Porsche Mission E.

Mattel 01628 500 000 | www.mattel.com Mattel presents an impressive portfolio of pocket money toys from renowned brands including Thomas & Friends, FisherPrice, Hot Wheels and Polly Pocket. The Thomas & Friends TrackMaster and Minis ranges inspire pre-schoolers to embark on a global journey of adventure and discovery with an extensive range of collectible engines. TrackMaster offers Large and Small Push Along Engine Assortments that help to stimulate children’s imaginations. New additions include small push along engines Hong Mei, Troublesome Truck and Rosie, with Henry, Edward and Belle joining the large push along range, while the Large and Small Motorised Engines offer action play through adventurous stunts. From Fisher-Price, the Shimmer & Shine range introduces pre-schoolers to magical, genie adventures with the 6” Doll Assortment and Teenie Genies, including the new Ring Surprise Assortment featuring chunky gem rings with a Teenie Genie inside. The range also includes the Zoomicorn Stable and eight Pack Assortments. Following a successful spring/summer 2019 launch, Hot Wheels Monster Trucks diecast presents 1:64 Scale Trucks built for competition and ultimate dominance; kids can collect 50 different characters. Hot Wheels diecast collectability is driven by dynamic partners and fresh new designs year on year; 2019 introduces exciting themed vehicles including: Batman’s 80th Anniversary, Avengers, Fast & Furious, Toy Story and Forza. In addition, Mattel offers the Hot Wheels 1:64 Marvel Character Cars. Polly Pocket inspires children that ‘Tiny is Mighty’, letting kids explore the world of Pollyville in different scales through compacts, playsets and vehicles. This autumn Polly Pocket introduces the Tiny Takeaway assortment, a charming array of accessories that Kids can wear. Polly Pocket World Compacts expand with new additions - Schoolbook and Birthday Cake. There are now 12 Tiny Pocket Places to collect.

Vtech 01235 546 810 | www.vtech.co.uk Turbo Force Racers are pocket money priced remote controlled cars that are speedy, fun and portable. Thanks to the Turbo station wristband, the four different coloured vehicles charge whilst docked, so don’t have to be charged at home. The buttons on the Turbo station trigger fun and interactive responses which encourage imaginative play. When wearing the wristband, children can shake their wrist to charge the vehicle’s turbo fuel, then activate the turbo boost with the press of a button to see the vehicle zoom off with even more speed. The pocket money toys can also be used on the Turbo Force Racers track set. The 1.2 metre-long, track set can be re-configured into four different combinations; two epic racer circuits or two cool stunt tracks. Boys and girls can race against their friends on the racer circuits or perform tricks on the stunt tracks. The track set includes a unique colour Turbo Force Racer and Turbo Station wristband. Vtech’s Turbo Force Racers are currently on TV, whilst also being supported by a strong digital presence.

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www.superzings.com

RIES

FOR FURTHER INFORMATION PLEASE CONTACT JULIA CAKE 07391 626920, J.CAKE@MAGICBOXINT.COM

Playground Crazes & Pocket Money Collectibles

Alpha Animation and Toys 01923 804 599 | www.audleytoys.us As Master Toy partner for Nickelodeon’s much-loved and classic property, SpongeBob SquarePants, Alpha Group has a range of products for all ages, with a wide choice of pocket money purchases. The SpongeBob Squeazies are hilarious, squeezable characters which have an unexpected twist. As SpongeBob, Patrick and Squidward is squashed, bubbles appear out of their eyes, mouth and butt, delivering great play patterns. The new Masterpiece Memes collection consists of collectible vinyl figures, each based on popular scenes from the television show. There are four to collect, including Mocking SpongeBob, Surprised Patrick, SpangeGar and Rainbow SpongeBob. Collectors can use their own ideas to create real-life memes. The crazy, stylised expressions of Spongeballs make these foam balls irresistibly squeezable. There are six faces to collect in phase 1, presented in blind packaging. SpongePop CulturePants vinyl figures are perfectly entwined with the retro-trend. The B-Movie artistic renditions are based on some of the most iconic SpongeBob episodes and are ideal for fans to collect and display. Mini Key Plush are perfect for personalising bags, scooters, clothes and more. There are six 4-inch Bikini Bottom characters to collect, each with a 2-inch clip to add a touch of fun and style anywhere. Also available are 6-inch Mini Plush characters that are cute and extremely huggable, with careful attention to detail.

Funrise 01908 555 640 | www.funrise.com Funrise has a range of Fart Ninjas suitable for hilarious playground antics. Funrise’s latest development of interactive, farting ninjas is sure to blow kids away, creating plenty of fun and laughter. The bad boy figures, with motion sensor activation, are perfect for kids who love pranking their friends and family. Included in the just launched, initial range are eight smaller collectible figures which are priced perfectly for pocket money purchases; meaning that mischievous kids can prank everyone in the playground.

MGA Entertainment 0845 0533 333 | www.mgae.com Poopsie Slime Surprise won doll of the year in 2018 and kicked off 2019 with even more slime surprises for kids to discover. New collectible arrivals for fans of slime include Cutie Tooties, Sparkly Critters and the new Rainbow Surprise dolls. Complete with over 20 surprises to unbox, including a fashion doll, DIY slime and highlighter powders, plus fashions with clear details, kids can customise their doll’s look with DIY rainbow slime. Pop Pop Hair Surprise is a 3-in-1 surprise collectible, ready to pop with brushable and fun-to-style hair. Each toy includes a Pop Brush, a Pop Roller and a Pop Hair that doubles as a spray bottle. Kids can unbox Pop Pop Hair Surprise in a unique way, by using the spray bottle to spray the Pop Pod until it pops to reveal the Pop Roller. Fans can collect 25+ Pop Pets in four themes - Girly Q’s, Disco ‘Dos, Pretty in Pinks and Bed Heads – and can look for ultra-rare twins, Hairy Kate & Brushy, plus the ultra-rare Pop Roller, Cali Clipper. The Hangrees, which combine gross slime collectibles with pop culture parody figures, have arrived. With nine to collect in the first wave, including Harry Plopper, Fartnite and Chew-Kaka, The Hangrees are seriously hungry, each drooling for their favourite parody food, drink or snack. Kids can feed them, shake them and excrete them for a fun, ‘poop-tastic’ experience. The company has also recently introduced the L.O.L. Surprise! O.M.G. Fashion dolls, an expansion of the successful collectible L.O.L. Surprise! brand. The big sisters to fan favourite characters, there are four dolls to collect, each with 20 surprises to discover inside. Additional new collectible products include the new #Hairgoals dolls, Boys, Ooh La La Babies and Furniture Packs.

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LOgo - WHITe

2019 PANINI - FORTNITE © 2019 Panini America, Inc. © 2019, Epic Games, Inc. Epic, Epic Games, the Epic Games logo, Fortnite, the Fortnite logo, in the United States of America and elsewhere. All rights reserved.

THE ONLY OFFICIAL COLLECTION

ON SALE NOW

Playground Crazes & Pocket Money Collectibles

DKL Marketing 01604 678 780 | www.dkl.co.uk The eye-catching Plus-Plus range features 29 different tube designs in themes including Zoo Animals, Dinosaurs, Aquatic, Space and more. Each tube contains 100 Plus-Plus pieces and instructions on how to create 3D models, while clear packaging and CDUs of 24 pieces make for easy in-store display. A Floor Spinner Stand capable of holding up to 144 tubes is also available, complete with a play tray and PlusPlus pieces. Breyer’s Stablemates Mystery Horse Surprise Series 2 blind bags let kids collect eight different horse breeds, while the new Unicorn Surprise blind bags, available in a convenient counter display, offer seven mystical unicorns to reveal. The Hama Bead Small Blister packs are a popular pocket money option and come in four assorted themes including Glow in the Dark. 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. Kids love to swap DKL’s Scentco Scented Stationery range on the playground. The large variety of gourmet scented pencils, pens and accessories features a two-year scent guarantee. DKL supports all its ranges with a full marketing campaign, including everything from bespoke planograms to extensive social media and PR activity.

Jazwares 020 3598 5119 | www.jazwares.com Nanables, the new collectible from Jazwares, landed on shelves in August. This colourful, ultra-small world of imaginative lands with detailed ‘eye-candy’ dwellings launched with two themes to explore: Sweetness Town and Rainbow Way. Sweetness Town is home to dwellings such as the Dusted Donut Diner, Milk & Cookie Mill and Lolli-pop Stars Dance Studio, while colourful locations like Sparkle Day Spa, Rainbow-tique and the Twinkle Twinkle Inn can be found in Rainbow Way. More will follow later this year. Each highly detailed dwelling includes two unique inhabitants, known as Nanos, complete with built-in hangouts. Nanables offers additional play value thanks to the integrated viewer and a free AR app. Using the integrated viewer, children can peek inside each house for a glimpse of the interior and a taste of what life is like for the Nanos, while the app lets kids scan their Nanable, bringing the Nanos’ world to life using augmented reality. The app unlocks exclusive content, with unique activities and games for each house; the more houses collected, the more activities there are to enjoy. Nanables is supported by a robust TV, digital and influencer marketing campaign.

Little Tikes 0845 0533 333 | www.mgae.com Hitting stores this season for the infant pre-school category is Springlings Surprise! from Little Tikes. The pre-school friendly Springlings Surprise! are playful and soft characters that can be unboxed and popped from their special home with the press of a button. No batteries are required to spring the surprise animal, so kids can enjoy endless fun at playtime. With 12 springy plush characters to collect, including GoGo Rainbow, Solo Shimmer, Bubbly Shimmer, Pepper Spike and Tippy Twirl, kids can use the peek-aboo eyes to guess which animal will be springing out of their home next. Combining elements of unboxing with partial blind-packs, Springlings Surprise! is being tipped by Little Tikes as 'the latest pre-school must-have'. Compact and durable, Springlings Surprise! are easy to transport, making them perfect for taking on trips. Little Tikes also expects them to make hugely popular stocking fillers this Christmas. Springlings Surprise! will be appearing on TV, YouTube & PopJam, and will be supported through a strong PR and influencer campaign. Suitable for children aged 2+, they will retail at RRP £8.99.

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THE FFICI L T ING S F THE C EMIE LE GUE

Launching September 2019

DON’T MISS OUT! © The Football Association Premier League 2019

KICK OFF WITH PANINI & THE PREMIER LEAGUE!

Playground Crazes & Pocket Money Collectibles

Character Options 01616 339 800 | www.character-online.com Character Options introduces the Heroes of Goo Jit Zu - a new action hero brand that has broken through this summer, delivering a new line-up of collectible goo-filled heroes to both the boys’ and pocket money aisles. Each action figure comes at a sub £10 price point, with each having its own compound to explore. From super stretchy, squishy, oozy, mushy and even crunchy, the range offers great collectibles for kids everywhere. Wave 1 launched in July with a full FSDU programme plus a global schedule of marketing activity, including short films, influencer activity, TV advertising, digital activations and pre-roll. Named Action Figure of the Year at the Australian Toy Fair, Treasure X is an ultimate surprise-reveal collectible with continuous quests for explorers to get to grips with. New Treasure X Kings Gold will feature an all new play pattern; kids smash the tomb shaped vessels then dig through a magic rock compound to find the hidden character within. There are 24 all new Mini Beasts and Hunters to be found, as well as eight larger scale Mystical Beasts to collect. Ensuring awareness of all new products are front of mind with fans, Treasure X is subject to continual waves of activity including events, influencer campaigns, online platforms pre-roll and TV advertising. Also not to be missed are key collectibles from Pokémon.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Perfect for the playground, kids can see if they have what it takes to be the ultimate Bakugan Master with their very own Bakugan. Spin Master’s new range of pop-open figures transform from BakuBalls to Bakugan with just one roll, allowing fans to recreate the excitement of the TV show and collect all their favourite characters. Spin Master says that the Bakugan Battle Planet toy line will retain the essence of what made the original toys so popular 10 years ago, with innovative new features that offer revolutionary card and app play. All-new marble-like balls with ingenious technology instantly transform into multiple collectible characters when rolled over a magnetic Bakucore. The game will offer different levels of play from beginner to advanced, while fans can also enjoy enhanced collectability due to its wide range of strategy options. Suitable for ages 6+, the Bakugan Starter Pack has everything kids need to roll into action, with two Bakugan, one Bakugan Ultra, six BakuCores and collectible Character and Ability Cards all included. Season 1 includes over 200 Bakugan, so kids can build their collection, trade with friends and battle. The fastest way for kids to build their own Bakugan army is with the Battle Pack. Inside they’ll find two Bakugan Ultras, three Bakugan, 10 BakuCores, five Character Cards and five collectible Ability Cards, making this pack ideal for jump-starting a collection. The most powerful character in the Bakugan universe has arrived. Dragonoid Maximus stands at 20.3cm tall, and roars to life with an impressive transformation, lights and sounds. This figure comes complete with the exclusive Titan Dragonoid Bakugan ball. When kids drop it on top of Dragonoid Maximus, he explodes into his most powerful evolution, springing open with a roar. The power core on his chest also lights up.

Zuru 01604 401 719 | sales@geemac.biz In an extension to the popular Tangle range, Zuru Tangle Pets will be available in the UK from October. Over the past two years, more than 34m Tangle products have been sold worldwide, with 35% of sales in the UK alone. Designed as a creative stress relief solution with brain-teaser benefits, Tangle is currently available in collectible and connectable classic and wild designs. Zuru Tangle Pets is a line of six cute, collectible pets for children to tangle, twist and shape. Available as Kitty, Puppy, Bunny, Sloth, Unicorn and Flamingo Tangles, the pets can be used to help with creativity and concentration. Children can collect them all to click together and create the ultimate stress reliever, puzzle, fidget toy or artistic creation. For FOB sales enquiries, contact Geemac on 01604 401 719 or sales@ geemac.biz and for domestic sales, contact Tobar on 01603 397105 or sales@tobar.co.uk.

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Cruising into stores now, to collect! over 100 SISO TOYS UK

For more information please contact sales@sisotoysuk.com

Playground Crazes & Pocket Money Collectibles

Topps 01908 800100 | www.topps.com With most packets retailing at £1 or less, Topps continues to offer a tempting range of pocket money collectibles alongside key gifting items such as Tins and Multipacks. This autumn, Topps has three major launches for collectors to look forward to; WWE Slam Attax Universe, Match Attax 2019/20, and: Journey to Star Wars: The Rise of Skywalker. The 12th edition of the popular trading card game WWE Slam Attax Universe was released on 8th August, supported by a national newspaper campaign and extensive sampling activities. The collectible nature of trading card games means that this collection will continue to be sought after by WWE fans right through into 2020. With eye-catching new card designs, an updated WWE roster and two foil subsets to collect, fans can get their hands on their favourite wrestling superstars. Collectors can also seek to own a piece of WWE history with brand-new relic cards featuring ring mats, t-shirts, steel chairs and ladders. Football card collectors saw the return of Topps Match Attax this summer. Featuring the very best teams and players from the UEFA Champions League and UEFA Europa League, Match Attax fans now have access to their favourite players from the biggest club competitions in the world. Supported with an extensive promotional campaign including TV, influencers, national newspaper promotion, social media, magazine sampling and events in high profile shopping centres, this year’s Match Attax will be backed with one of the biggest marketing campaigns to date. The all-new Journey to Star Wars: The Rise of Skywalker trading card collection celebrates the hugely anticipated release of the movie on 20th December. There are over 150 cards to collect, with all the key moments from Star Wars history, along with a sneak peek at the characters starring in final movie. Topps’ Journey to Star Wars: The Rise of Skywalker TCC releases on October 4th, and includes green & silver parallels, illustrated character cards and sticker cards.

HTI 01253 778 888 | www.htigroup.co.uk HTI Toys is positioning itself at the forefront of playground crazes with a variety of new lines in its pocket money range. Keeping up with the compound trend, this year sees new launches including Stiro Foam, Softy Flow, Sandy Floss and Pro Putty, all complemented with a range of dough and sand play sets. A one-stop-shop for pocket money items, HTI’s autumn/winter 2019 range includes classic novelty items joining the Poop range, as well as the Jokes and Gags range. Pro Putty is described as ‘putty for the professional’. Kids can choose from a strong range including colour-changing, UV light-up, crystal clear, glow in the dark and scented putty, all ideal for stretching, moulding, bouncing and snapping. Also falling within the compound category, new launch Softy Flow creates an optical illusion in the form of slow-motion fluffy fun, while Sandy Floss provides hours of tactile play with its candyfloss style texture. The Poop range covers on-trend toilet related titles; from sticky poop to stretchy poop, these popular and gross toys will provide plenty of amusement for kids. HTI’s top brand Jokes and Gags offers a line-up of classic novelty joker products. New to the brand is a family of wacky fruit and vegetable inspired characters; kids can squeeze the Naughty Nana or cause havoc with the Crazy Cucumber, Cheeky Chilli and Crazy Carrot. Plenty more characters are in the pipeline, guaranteed to inspire collectability. The Jokes and Gags brand has expanded into a Gross range for 2019. Whether kids want to prank their friends using Trick Sick, or opt for snot, poo, pimple juice and a ball of bogeys, this range promises to live up to the current trend for all things gross.

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Click Distribution (UK) 0330 123 2559 | www.clickdistribution.co.uk Click’s strong portfolio of licensed collectibles from Panini continues this autumn. Having acquired the rights from competitor Topps, Panini will be launching its Premier League 2019/20 Adrenalyn XL Trading Card Game in September, supported by a huge marketing campaign. Following shortly after, the company will be launching The Official Premier League 2019/20 Sticker Collection. Adding to the options for football fans, Topps will continue to market its successful Match Attax brand aggressively, and is also set to launch its Champions League 2019/20 Sticker Collection. Panini will also introduce an NBA 2019/20 Sticker Collection and NFL 2019/20 Sticker Collection; interest in and product demand for these two sports are growing quickly within the UK and ROI. Outside of sports, Panini offers top licensed products including LOL #GlamLife Trading Cards, the Peppa Pig Sticker Collection, the Frozen II Sticker Collection, plus the ever-popular Fortnite Trading Cards and Toy Story 4 Sticker Collections. Topps’ entertainment offerings include the Star Wars Trading Cards and Sticker Collection, in line with the new movie, while the popular pre-school licence Moon and Me welcomes a Sticker Collection later this month. Click also offers a wide range of collectible products in the gaming category, including items based on Fortnite, Bendy and The Ink Machine, Baldi’s Basics, Borderlands 3 and FGTeeV.

Now Available

Playground Crazes & Pocket Money Collectibles

Schleich 01279 870 000 | www.schleich-s.com/en From firm favourite Horse Club through to prehistoric Dinosaurs, Schleich has a wide variety of collectible pocket money purchases to choose from. Horse Club’s numerous new additions provide even more variation this year. Schleich introduces popular horse lovers Hannah, Sofia, Lisa and Sarah; each girl has an individual personality and special relationship with her horse. Each girl figurine is movable and can ride their horse, stand and grip with moving arms to perform show jumping spectacles. The figurine, saddle and bridle are all detachable, creating endless possibilities for imaginative play. Horse Club will also be supported with its first ever TV advertising in Q3/Q4 in the UK. Kids can also pick up a prehistoric pocket money purchase with four new Dinosaurs to collect including two never-seen-before prehistoric giants: the Plesiosaurus, a new underwater dinosaur with a bendable neck and the dangerous Dracorex; a dragon-like dinosaur. Also available for the first time is the Diabloceratops, which is part of the popular Ceratopsia genus, as well as a baby Giganotosaurus with a movable lower jaw. All Schleich figures are for both collecting and playing with, and are designed with great attention to detail. As children’s collections grow, each of Schleich’s play worlds also has many playsets to house a collection and make the play experience complete.

The Source Wholesale 01306 646 885 | www.thesourcewholesale.co.uk The Professor Pengelly Brand is preparing to launch its latest compound, Flow Motion, which will be distributed by The Source Wholesale. Available in four colours and packaged in a 'try-me' tub, kids can simply shake it to wake it before watching in amazement as the compound moves all by itself. When the tub is opened and the Flow Motion compound is poured out, the aesthetic effects go into hyperdrive as it cascades and moves in a unique way. Priced at £1.66 with an RRP of £4, The Source is tipping Flow Motion to be the craze that overtakes slime and putty sales in 2019.

Flair 020 8643 0320 | www.flairplc.co.uk Shopkins has a new series to discover with the Real Littles collection of favourite brands found in supermarkets, just made mini. They may be small, but each toy comes with an added bonus; they are packed full of Real Littles Shopkins. Perfect for the playground is the popular Shopkins 2-pack, while the Mini Packs have eight pieces inside to collect. These can be combined with the Shopkins Real Littles Mini Packs Pop Up Shop Playset or the new collector’s case, which provides kids with an ideal way to take the collectibles along with them in their school bag. Pikmi Pops continues to cross the realms of plush and collectibles with an abundance of super-soft and sweet-scented characters to discover. Fresh for this summer will be the next wave of Bubble Drops, the Neons. As the name suggests, these squeezy Pikmi Pops plushies are ultra-bright both in colour and personality. Also set for release are the FlipMi Fruit Fiestas. Each CDU holds 12 Pikmi FlipMis, each wrapped up in its own fruity vessel. Once unwrapped, fans will find an extra fluffy and fully reversible Pikmi character that flips into a piece of fruit with scents to match. Later in autumn, two new Pikmi series are also to be launched Cheeki Puffs and the ultimate Pikmi Pop, the Pajama Llama.

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Playground Crazes & Pocket Money Collectibles

Panini 01604 877 888 | www.paninigroup.com Panini has launched its long-awaited Premier League Adrenalyn XL Trading Card Collection. Hitting shelves on 5th September, this is a must-have collection for football fans and collectors alike. Fortnite, the action building game from Epic Games, lets fans drop into a massive 100-player PvP Battle Royale map or team up with friends in a co-op campaign to save the world from a horde of monsters. Panini combines all the thrill and action of this online video game in its unmissable new Fortnite trading card collection. There’s a total of 300 cards to collect and swap, featuring special materials and characters from the game as well as various screen grabs, items, harvesting tools and weapons. Card packs start at £1.70, with Starter Packs priced at £5.99 and Multi-Packs at £7.99. The Tins will launch on the 12th September.

Tobar 01603 397105 | www.tobar.co.uk The popularity of squidgies and slow release foam has continued into 2019, resulting in a strong performance from Tobar’s new Jellyballs. The Fruzoos range combines the existing fruit line with popular animals, resulting in creations such as the Pine Ape Elle, Melophant, Orangutangerine, Auberguin, Lion Berry and Pear Bear. There are plenty more Jellyball designs for kids to choose from, including rainbows and sharks. The Angry Birds licence was introduced to coincide with the launch of the new movie in the late summer. Tobar’s pocket money line-up includes slime and light-up gadgets such as night lights and lava lamps. The range also includes six Angry Birds characters in the form of the popular Jellyballs, and a blind bag collection of squishy versions designed to sit on phones and computers. The Angry Birds Hatch and Race Eggs are blind bagged character constructible vehicles with mix & match components for added play value. Tobar has introduced Llamacorns. A combination of llama and unicorn, the two favourite creatures of the moment, the standout Llamacorn line-up comprises the Llamacorn balloon ball, magic putty, a night light and a money bank, plus Llamacorn magic poo.

Vivid 01483 449944 | www.vividtoysandgames.co.uk Inspired by the world’s biggest YouTube star, Vivid’s Ryan’s World product range is already proving to be a sell-out success in the UK since launching in early 2019. Kids can bring Ryan’s World to life with the Mystery Figures, Mystery Squishy Figures and Mystery Putty. All items are blind packed, ready for kids to discover, and Series 2 is available now. Micro Wheels is a new way for kids to race. Featuring Boost Up Activation, racers can control the speed and performance of their vehicle; the more they pump, the faster the cars go. There are over 30 cars to collect including common, special edition metallic and rare glow in the dark vehicles, as well as translucent stunt packs. Each Micro Wheels single pack comes complete in an enclosed garage pack. Muddy Buddies are abandoned pets that need to be rescued and cared for. Once rescued, washing them in warm water will reveal the colourful and happy creature hidden beneath the layer of ‘dirt’. Each Muddy Buddies pet comes with its own brush, play accessory and collector file; there are 12 pets to collect in series 1, with a second series following later in the year. Muddy Buddies is being supported with TV and digital campaigns from launch and is being promoted by influencers, bloggers and vloggers across the globe.

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Company Profile

Siso Toys

Siso Toys in it for the long haul Toy World editor Rachael Simpson-Jones recently visited Siso Toys UK to talk to MD Martin Whitaker and UK marketing manager Mayur Pattni about how things have been progressing since the launch of the operation last year.

n May 2018, the formation of Siso Toys UK was announced, with Martin Whitaker, a former Mattel sales manager, at the helm. Responsible for Simba Dickie’s licensing portfolio, Martin explains that the company was created to meet a different need for Simba, with a marketingled approach that would succeed in a marketplace featuring fewer retailers capable of delivering promotionally driven volume than there were in the past.

Martin Whitaker

Mayur Pattni

“UK retail strategy has completely changed,” he says. “There’s been a notable shift from chasing volume to making margin – and margin is now king. That’s the new reality for us all!”

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When asked if the subsidiary has been a success, Martin is honest in his appraisal. “In terms of where we are now? Yes. Have we got to where we want to be? No. We have a short-, medium- and long-term vision in terms of what we want to deliver, and while we have pretty much achieved the short-term goals, the others remain a work in progress. Bear in mind that we’re only 15 months in at this stage; we’ve spoken to all the retailers we set our sights on as part of the short-term vision, and all have been very receptive to what we have to say. We’re now speaking to those retailers that we feel should be a part of the mediumterm vision, and we’re very encouraged by the feedback we’ve had.”

Noting that Siso’s year-end was ‘bouncy’, as he puts it, it’s clear that Martin is keen to treat all the usual challenges that come with setting up a subsidiary as learning opportunities. The company set out with two core aims - to raise awareness with retailers, and to better understand what licensors want from it as a partner – and both, he says, have been achieved. A digital-first approach has been used with target retailers, alongside an ongoing presence in brick & mortar stores, meaning the company’s current focus is on translating the initial positive feedback into successful execution. To make this easier, Siso is looking to recruit two new back-ofhouse team members.

Simba head office contains is incredible,” he adds. “If we do ever face a challenge or come across an issue, we can tap into that knowledge base for assistance. Simba Dickie Group is right behind Siso, as you would expect; Simba set out a vision of what it wanted so we’re completely aligned in what we’re setting out to achieve and why, and this has bought us time to find our feet – which is something a lot of people don’t have when they’re setting up a business. We have the same pressures in other ways – such as cash flow, spending and forging new relationships - but the board in Germany understands the toy market and the challenges that come with it.” Heading towards Christmas, expectations for the

“This is a huge recruitment drive for us, technically,” Martin laughs. “It’ll be a 50% staff increase, in terms of our headcount. By bringing in two more people, we’ll have even more confidence to get out there and sell the dream to our partners.” Masha and the Bear is a particular highlight in Siso’s portfolio, a consistently popular range of play sets, dolls and plush that benefits from the impressive views the property generates on Cartoonito, Tiny Pop and YouTube. As the bedrock brand for the business, Masha has allowed Siso to trickle-launch others as cashflow and strategy allows. The Majorette range of die-cast vehicles has enjoyed a strong entry into the market, built by a ground-up approach rather than massmarketing. Having only been in the market a few weeks at the time of writing, large repeat orders are already coming through. Toy Story, says Martin, was also a great bag-opener from the get-go, with Siso’s RC vehicles proving particularly strong. For 2020, Siso is welcoming the Rainbow property 44 Cats to its portfolio with distribution rights for Europe; having showcased the range at Vegas and to a handful of select retailers, all the early indications of success are there. “The ratings for 44 Cats are fantastic; it’s the No. 3 show across all of Nickelodeon’s channels and appeals widely to boys and girls alike,” says Mayur Pattni. “We’re only five months in for this property, and it goes free-to-air on Pop this month, which is always a game-changer. As we’re looking to launch product in February, we’ll be benefitting from a year’s worth of fan loyalty and built-up demand for product.” The ongoing strategy for Siso’s remaining brands is simply to continue growing them. While Martin acknowledges the temptation to feast on what he calls the ‘new and shiny things’, there’s an overarching awareness that brands with expansion possibilities and a longer lifecycle – such as Toy Story and Masha - are still vital to the company’s continued success. “The support we get from HQ in Germany is unwavering, and the combined experience the

likewise been bought into in a big way.” In January, the Simba Dickie Group acquired LA-based toy manufacturer Jada Toys. As reported at the time, Jada is widely recognised as a leading manufacturer of authentically licensed and highly stylised die cast collectibles, radio control vehicles and pre-school toys. Jada's success stems from its comprehensive portfolio of popular entertainment licences such as Fast & Furious, Marvel, DC Comics, Disney and Hello Kitty, which Siso now has access to. The acquisition ticks a lot of boxes, with synergy in the form of Simba’s Majorette die cast range and Jada’s strong links into the US market, which now allows the company to have a global perspective. “Jada is a very uncomplicated business,” explains Martin. “If something isn’t working, it will just switch things up and go another way. We’ve had some great meetings with the Jada team; we get on very well with the guys there and will be out with them in LA in September too. It’s another big step forward for us, and a great opportunity for both companies moving forward.”

products and brands are high, as is the optimism for Siso’s first festive season (the company didn’t start commercial shipping till January this year.) While the solid 15 months Siso has under its belt should go a long way to ensuring success, predicting the behaviour of retailers – such as changes to promotional plans and patterns – can be tricky, as such changes naturally affect volume. Again, Martin regards this crucial selling period as a key learning opportunity, while he sets his sights on ensuring 2020, Siso’s first full (proper) year of business, is a success for everyone with links to the company. “There are major shifts in the retail market at the moment, but I’m hopeful that independent retailers can thrive this year,” he says. “It’s hard for the indies at the moment. When we started out, we had a digital focus with Smyths, Argos, Shop Direct and Amazon, plus indies for brick & mortar - we feel that we can service these players in a compelling manner. Grocery hopefully will come next, because of the complexities and manpower required, and we’ll look to discounters down the line once we have really nailed what we’re selling. We’ve brought OSS [Outsourced Sales Solutions] on board, giving us eight agents across the British Isles and Ireland, and orders are coming in thick and fast. Majorette has been a huge success for us in terms of selling into independent retailers, and we’ve pulled POS solutions together on this range for indies too. Masha and the Bear, Toy Story and Ryan’s World have

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The acquisition of Jada will help Simba (and Siso) expand its ‘every day, every year’ toy range, which has been overlaid with a range of top licences to create what Martin calls a winning formula. With licences making companies work ever harder for good return, properties like Masha and the Bear are gold dust, always delivering strong results, especially at retailers such as Smyths and The Entertainer. Simba Dickie Group has a comprehensive product range; on the Masha brand, which has 60-70 SKUs, Siso is looking to select 12-16 items to try out in the UK market, figuring out what works and drives volume. As Martin explains, Siso is in a solutions game. “If we can find a solution for the retailer that we can execute against, that’s a plan that is bought into by both parties,” he says. “Opening accounts with retailers is one of the hardest things we’ve been through so far. We don’t know what we don’t know, but if we come across a problem, we just work out a solution. It’s been a year of solutions and pragmatism, sitting at our desks and figuring things out. It’s been a hugely refreshing difference from corporate culture, where all you do is sit in endless meetings at the start of the week, and play catch up the rest of the week. It’s been great to have Mayur come over from the Simba side, with his deep understanding of the business, and hiring Mandy [Victory] from Flair was a huge coup. She’s well known in the industry and has loads of energy. We don’t want clones; we want different people with different ideas to add something new to the pot. Mandy’s experience adds an extra dynamic as she’s happy to positively disagree, which is great for making the right decisions. I’m excited to see who will join us next as we continue on our journey. Long may it all continue.”

Retail Profile

Menkind

Menkind: original people

In late July, Menkind announced the appointment of Simon Calvert to the newly created role of managing director. Rachael Simpson-Jones spoke to chief executive Paul Kraftman about what this means for the business, and how the retailer is approaching the toys, games and gifts category in the latter half of the year. How has the first half of 2019 been for Menkind? It’s been very positive, and we’re really pleased with the way things are going. A tough couple of years resulted in us undertaking a considerable amount of work to refine and improve our proposition, and we’re now enjoying a return to growth. Since April, the beginning of our financial year, we have grown every month like-for-like. Considering the current market, I think that’s pretty good.

And how is the toy category faring for you so far this year? Collectible toys is a very big growth area for us, forming a major driver for our business and reflecting the strength of collectibles within the wider toy marketplace, where it’s one of the strongest toy categories. For us, the more edgy licensed products, such as Funko’s Pop! Vinyl collectible figures, prove particularly popular with our customers. Radio control toys is another key category for us; while, on the whole, it’s ticking along OK, it’s

somewhat starved of newness, which is creating a challenge. Within radio control we have drones and flying toys, and are very successful in the lowerpriced, toyetic end of the market. High-end drones which sit around the £100-150 mark are suffering the most, but the core toy price band, around £20-30, is doing brilliantly. We’ve got a couple of our own SKUs, and they are performing well. The trend for drones really took off over the last couple of years (if you’ll excuse the pun), but the bigger, more expensive ones require a higher level of commitment from the owner; they need to be flown outdoors, away from trees and other obstacles, which can involve a drive somewhere away from home and means that they aren’t a very spontaneous thing to play with. The more low-cost, basic ones - that can be flown around the house by kids straight out the box - are faring much better. There’s still a healthy demand, as our success with them shows.

What is your customer profile - is it mainly adults, kids or a mixture? It’s a mixture; kids are growing up faster than

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ever, so we see teens and up as our core market. Brands like Funko cut across the age groups, and we also work with a company called Exquisite Games, which provides a sought-after range of licensed merchandise. We started off as a men’s gifting store, but we don’t position ourselves that way anymore. Our strapline is ‘Original gifts for original people’, and this reflects what we’ve been offering for the past six or seven years. I was on the shop floor a year or so ago, just before Christmas, talking with a customer about a drone he wanted to buy for his son. The time came to pick the colour, black or white, and he said he wanted both – one for his son, and one for him. I think that’s a great example of the wide-ranging appeal of our products. We develop a lot of products in-house; our own brand Red5 is our leading toy brand by a long shot. All our remote control, flying toys or drones and cars are own-sourced. Other retailers buy into our brands too, such as John Lewis, Boots and Debenhams, through Menkind’s The Source Wholesale wing.

Do you plan on increasing toy floorspace or the range of toys on offer in-store? We’ve increased the space given over to collectibles and themed gifts; notebooks, mugs and other licensed merchandise, such as those from Pyramid International, as it’s a strong area for us. We’ve also expanded our own brand range and space for family games. For us, this category is driven by Cards Against Humanity, but we’ve expanded our offering to include more family-oriented games. We stock the meme-based card game What Do You Meme?, which is a best-seller, pus plenty of other titles from the likes of Big Potato [Click Bait, Weird Things Humans Search For etc.], University Games [Stupid Deaths, 5 Second Rule], and licensed Monopoly sets. A lot of people, including adults with kids, are turning away from electronics and back towards games and social activities; it’s become a bit of a trend, and we’ve noticed increased demand in-store.

Tell us about the appointment of Simon as MD – what has prompted Menkind to create this new role? Menkind is my business; I founded it and have run it for quite a long time. We have plans for growth, particularly in the digital space, and so I felt that the time was right to expand and strengthen the team with some new, experienced talent. Simon started his role on the 6th August and is in charge of the wider Menkind brand; our buying, merchandising and fulfilment teams will report directly to him, from both the retail store and ecommerce sides of the business.

We’re continuing with our core strategy, with a strong foundation of bricks & mortar stores which we will complement with pop-up locations over Christmas. We’ll also continue to explore other markets and channels through our wholesale business and through digital platforms as well, with the aim of continuing our strong like-for-like growth trajectory. Our next new store will be opening in Leeds, in the White Rose Shopping Centre.

How is Menkind approaching the Christmas season? We’ve employed the services of a PR company which is working on a massive awareness campaign for us, comprising B2B and consumer facing marketing as well as TV sponsorship and social media. We’re working hard to further improve brand awareness as we head into the peak Christmas season, and we’re confident this will translate into strong sales result across that period.

Is Menkind facing any challenges on the high street at the moment? We face the same challenges as everyone else; the business rates revaluation that occurred recently has been problematic, as have continuously increasing costs such as levies, national insurance and extra pension contributions. Meanwhile, there’s been a shift in buying patterns away from bricks & mortar stores on the high street, which affects the overhead structure of the business. Because we import so much of our own product range, one of the biggest challenges we have is the current weakness of sterling which puts added pressure on margins. We believe that bricks & mortar is still key to retail, but people aren’t interested in going somewhere

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dreary to shop, especially when it’s leisure shopping as opposed to necessity. You must make sure that your shops are engaging and exciting places to be, in order to pull in that footfall. We work hard to create an atmosphere that consumers are drawn to, in the knowledge that they can enjoy a great shopping experience. We’ve invested a lot in staff to drive engagement with consumers as a key part of our strategy. When you visit our stores, you’ll see Menkind employees demoing products near the front, creating a fun environment and boosting sales through fun, hands-on shopping experiences.

What are the biggest opportunities for you in 2020? We’re currently underperforming online relative to our size, so that’s where I see the biggest opportunity for us as a business. There are things to explore internationally through new channels, and we’re talking to a number of stores about taking concession space. There are options out there to drive even more growth for the business. I always say that there’s no point complaining about the business environment you find yourself in. We’ve worked hard to improve our proposition and ensure that we offer what our customers need and want, and we’re seeing the results. For Menkind to experience like-for-like growth in the current climate is pretty impressive, and we’re delighted, but we never take our foot off the gas. We’re responsive and quick off the mark when new marketplace trends emerge, and we’ll hopefully remain an effective force in retail for some time to come.

Feature

Pre-Christmas TV Advertising

Watch it!

Jonathan Chambers

Matthew Smith

ccording to Jonathan Chambers, to the end of June 2019, total kids (4-15) commercial impacts on kids’ channels have fallen -20% YoY. Girls 4-9 impacts have fallen by -29%, whereas the pre-school audience (Housekeepers with Children aged 0-3) has seen a relatively soft decline of -13%. However, since the start of May, both CITV and Sky Kids have demonstrated YoY growth which has slowed the overall decline to -9% for the May-June period. “One thing is clear in 2019 - Free to Air (FTA) channels are more important to advertisers’ schedules than ever before,” says Jonathan. “Both CITV (+0.1%) and Milkshake (+3%) have increased their total kids 4-15 impacts and grown their share of commercial impacts across the majority of children’s demos (surprisingly, even up to nine years old for Milkshake). Whilst Pop, the third FTA behemoth, is experiencing decline like the rest of the market, it is still the No. 1 channel with a commanding 13.8% of share of commercial impacts (children 4-15). All three of these channels offer advertisers the most cost-

Viewing figures in the commercial kids’ TV market have continued to experience double digit year-on-year decline in 2019, but, according to our two expert contributors, there is still cause for optimism. Rachael Simpson-Jones spoke to Jonathan Chambers at Generation Media, and Matthew Smith at Arena Azure, to find out if the small screen can still play a big part in Christmas TV advertising plans. effective way to quickly build coverage in 2019, which remains the true strength of TV as a medium in the fragmented media landscape. If all these channels are missing from your schedules, you need to ask why.” Demand for advertising, measured as views (Children 4-15 equivalent TVRs) has also fallen YoY by -11.8% January-June, a figure which is very closely aligned with the -11.1% fall in sales reported by NPD for the same period. The decline has been seen even in months which usually see an uplift in advertiser presence, says Arena Azure’s Matthew Smith; July usually coincides with the launch of the Argos catalogue, for example. Nevertheless, Q4 looks like it will be as hectic as ever. “With many marketing budgets being cut, advertisers have focused more on the key Christmas period,” explains Matthew. “For our advertisers, TV is still the base of any media plan. It is the most cost effective medium throughout the year, and the best for building coverage quickly and efficiently amongst kids and (importantly) their caregivers. We are getting to a tipping point in Q4 where other

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media channels have a similar cost, but so far nothing can rival the ROI of TV, due to its ability to build awareness, and therefore demand, for a product quickly. If budgets allow, then adding other mediums to the plan certainly helps increase reach when optimum TVRs have been reached.” Jonathan agrees that TV remains the most costeffective means of building coverage for the majority of children’s demos. “No other medium can rival TV’s ability to drive high, measurable, coverage levels in a relatively short period of time. There are periods of the year when YouTube can rival TV versus certain demos in terms of cost per impact/view; however, coverage on YouTube is much harder to prove. Reaching parents and gift givers can require a more diverse strategy. Reaching parents can still be achieved incredibly cost efficiently via ‘over the shoulder’ viewing of kids’ TV, and studies indicate that attention is high. However, should advertisers want to reach caregivers in their own time, perhaps with a separate message, non-kids TV can sometimes be expensive and ineffective for the majority of toy and game budgets. Social media, especially Facebook

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Pre-Christmas TV Advertising

and Instagram, provide compelling alternatives, as do e-commerce channels such as Amazon and Criteo, when looking to reach these audiences with a view to driving bottom-of-the-funnel conversion.” VOD (Video on Demand) and FOV (Free Online Video) are undoubtedly having an impact on live TV figures, adds Jonathan. Though, drawing on Giraffe Insights’ research piece Kids and the Screen, which provides stakeholders with insights into how these platforms are performing in the absence of shared figures or a unilateral measurement service, he emphasises that this effect is not being felt in the areas you might expect. “Looking at the broad 2-9 year old market, Live TV’s share of total content viewing has decreased from 35% to 32%,” he explains. “Conversely, FOV such as YouTube has increased from 21% to 25%, and Subscription VOD platforms like Netflix and Amazon Prime have grown from 16% to 18%. It is perhaps an all too easy assumption to think that this has been driven by tech savvy older children. In fact, it’s 2-3 year olds who have shown the biggest movement towards these platforms (particularly Netflix), whereas older children still have TV firmly embedded in their daily routines.” Further pressure may be put on TV when the likes of Disney+, BritBox and Apple TV launch later this year or early next year, notes Matthew, in addition to what he calls a ‘plethora of other streaming services’. There is, however, room for all media. “Despite the rise of Netflix and YouTube, TV remains a significant part of kids’ everyday lives; kids currently watch an average 62 minutes of TV per day,” he adds. With Britain’s impending exit from the EU and the weakness of sterling continuing to make headlines daily, some companies have been tightening their marketing belts. For others, however, Brexit and the turmoil it’s created have presented opportunities for European and US based advertisers to increase spends, or even enter the market for the first time. “Toys and Games TV advertising, measured as views, has declined overall YoY (-11% Jan-Jun), and we do not expect the second half of the year to grow,”

notes Jonathan. “Brexit can certainly be cited as a contributing factor to this trend, but not the exclusive reasoning. We are seeing a significant number of advertisers increasing their TV output YoY, with seven of the top 10 advertisers all increasing Kids 4-15 equivalent TVRs YoY. The fastest growing amongst these are Magic Box (+89%), MGA (+80%) and Mattel (+21%).” At Arena Azure, the opinion is that branded TV advertising will become more programmatic in the future, with each home being served different adverts based on the demographic of the household. The technology is already here with Sky AdSmart, notes Matthew, but at the moment the inventory is limited. Whether this could be rolled out to kids advertising remains to be seen; there are barriers, such as whether companies using it would be seen to be collecting data on under 16s. “Whatever happens, TV companies will continue to look for ways to increase their revenue, which have been under attack in recent years,” he adds. “Another option being discussed is increasing the amount of advertising minutes per hour a TV station can broadcast, to be more in line with the USA or even the EU. Outside of TV and YouTube, there has been growth in other markets too. The cinema slate in 2019 has been particularly strong; admissions for family films have grown 31% YOY with the most anticipated film, Frozen II, yet to be released. Arriving on the 22nd November, it still falls within that last-minute purchasing phrase.” For now though, we asked both our contributors what tips they would offer any companies considering planning a TV campaign. Off the bat, Jonathan stresses the need to drive coverage, noting that “TV’s core strength is building coverage quickly and cost-effectively. Ensure your channel mix includes FTA partners to capitalise on this strength.” “Be competitive,” he continues. “TV may have a low entry cost in the UK, but this does not mean every brand in your portfolio should have a campaign. Analyse the competitive benchmarks for your subcategory and target activity in line with these, to

Pre-Christmas TV Advertising

Wow! Stuff 01902 390 428 | www.wowstuff.com Wow! Stuff’s Invisibility Cloak has received a phenomenal response at launch, with more than 2.5m impressions on Facebook and Instagram alone in less than six weeks. The summer launch, planned to support core retailers in the UK and Ireland, combined VOD (broadcast Video On Demand), social media, and a dedicated TV campaign. Wow! Stuff is now set to ramp up the awareness of the Harry Potter Invisibility Cloak, in order to maximise on the key window of Christmas gift-giving for Q4. In the run up to Christmas, Wow! Stuff will be increasing spend across all media, with a second TV campaign at the core of the activity. The combined activity on Disney, Nickelodeon and Cartoon Network, among others, will reach over 40% of kids in the UK and Ireland, meaning close to 4m children will see the Harry Potter TV commercial nationally across all favourite kids TV channels. Using YouTube, Wow! Stuff has been reaching kids across the UK to drive pester power, resulting 2m impressions and close to 1m views, with a view rate (watching the entire ad divided by impressions) of nearly 60%. Facebook and Instagram target parents and older fans of the Harry Potter brand. On these channels, Wow! Stuff has delivered 2.5m impressions, over 600k video views, and generated 60k link clicks to major retailers. Contact ian.goodall@wowstuff.com for more info.

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provide the best potential for cut-through. Finally, brief holistically. Avoid deciding what portion of your total budget will be spent on TV before speaking to your media agency, who should have the data available to better inform these decisions. Internally, we use The Media Aggregator, our proprietary planning tool, to determine the optimal media channel budget split, unique to each brand. This way, we introduce other media channels - primarily digital - into the mix, at a level that makes the most effective use of your total budget.” Matthew’s advice to those confronted with shrinking marketing budgets is to be efficient, whether that is through the channel mix, timing or pairing of commercials. He also stresses the importance of understanding exactly what each campaign is going to deliver, how much coverage it is going to achieve and how that coverage builds, and the importance of reviewing the campaign. “The TV market, audience profile and programming are changing all the time, so you need to keep on top of current trends and what you predict will happen,” he says. “From the client side, whatever we do has to convert to sales,” he adds. “Our job is to give the product the best chance to succeed, and there are several ways we look to do that. The most important is to buy as efficiently as possible; the targeting needs to be right to minimise wastage and maximise coverage. We pair products when they have a similar target market. Finally, timing is key - knowing the best time to launch a board game as opposed to a doll is what makes us specialists.” Read on to find out what the major players in the toy sector have planned for TV this year.

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Flair 020 8643 0320 | www.flairplc.co.uk Flair is launching its new Gormiti collection. The TV series will air from early September, followed by the rollout of the master toy collection. This new toy line includes all the main characters, from the Gormiti Lords and Heralds to the most evil of Darkans. Furthering the play potential offered by the action figures, role play toys and accessories is an all new element - interactive game play. Every pack includes a trading card that can be used with the Gormiti app to unlock exclusive game content. Key to the Christmas drive will be the One Tower Playset, while kids will also be keen to get their hands on the Elemental Bracer; this essential tool allows fans to summon their favourite characters. Marketing includes heavyweight TV and digital campaigns, plus sustained influencer activity. Pikmi Pops continues to bridge the gap between plush and collectibles with an abundance of soft and sweet-scented characters to discover. The second half of the year promises plenty of fresh collections, each with its own unique properties and marketing activity including TV advertising, digital microsites and themed influencer content creation. The latest Bubble Drops, the Neons, are ultra-bright plush characters both in colour and personality. The FlipMi Fruit Fiestas are also due to launch, while later in autumn two new Pikmi series will join the line-up - Cheeki Puffs and the ultimate Pikmi Pop, the Pajama Llama. TV and YouTube advertising for The Bellies kicked off in August across multiple channels and will continue throughout the autumn and in the run-up to Christmas. The Spanish Bellies Babies YouTube channel has been a key driver of The Bellies success, and the English channel is now available. Over the coming months almost 50 episodes will be posted, following Nursery Nurse Beth and the Bellies while at Bellyville Day Care. The range, a new nurturing brand of babbling babies, is also supported by an influencer programme with Toys and Little Gaby, headlining a list of 10 leading kids’ channels. Store events where fans can meet the stars of the Bellies episodes are also planned.

Paul Lamond

020 7254 0100 | www.paul-lamond.com Paul Lamond Games and University Games have pre-Christmas advertising campaigns scheduled on eight of their entertaining games. Smart Ass and Google Eyes will return to TV this autumn/winter, alongside Senor Pepper, Sort it Out and Kersplatt!. This year see’s the companies’ most comprehensive media plans yet, including traditional TV and social campaigns for the lines outlined above, as well as online and social campaigns for Stupid Deaths, Tip of the Tongue and Are you Dumber than a Box of Rocks. Kersplatt! and Sort it Out will be on air from September with new, thought-provoking TV creatives that will appeal to families looking to play together this Christmas. The campaigns are scheduled to deliver over 1000 TVRs across a nine-week period that is set to begin in September and run through to December. Kersplatt! is a hilarious, fast-paced, family board game of modelling mayhem. A high energy, tactile and strategic board game, players ‘Kersplatt’ their opponents’ pieces in an attempt to be the first to get two pieces home. After players have created their own play pieces with the modelling dough provided, it’s all to play for as they race home, Kersplatting their rivals’ creative masterpieces along the way. Joining the family games portfolio this autumn is Sort it Out, a game of putting things in order. Players guess from a list, from the longest to the shortest or fastest to the slowest, discovering facts they never knew (and having fun learning them). Also available is a new edition of the family game Smart Ass, with a completely new set of questions to enjoy. Smart Ass is perfect for anyone who’s ever played a game while bursting to shout out the answer, even when it is not their turn. Each question has 10 clues; the first player to shout out the correct answer wins the round and takes a step closer to being crowned the ultimate ‘Smart Ass’. For even more fun, a further two new sets of Smart Ass questions are now available - Geek Chic and 90s Nostalgia.

Alpha Group UK 01293 804 599 | www.alphatoys.com Alpha Group UK is planning a heavyweight campaign across both broadcast and digital platforms to promote Terrasect, the relentless rolling RC. The reptile-themed toy, which can flip, roll and crawl in any direction, lighting the path with its glowing eyes, was a seasonal sell-out in 2018. Terrasect, which is suitable for ages eight years and over, can be used both indoors and outdoors. Alpha’s best-selling all-terrain creature will be appearing on TV screens during the all-important Christmas shopping period of October half term, for a two-week campaign running from 28th October to 10th November. Also launching for the October half-term will be a high impact YouTube advertising campaign, targeting those kids that are migrating to digital platforms. The YouTube campaign will continue until the 15th December via TruViews.

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Pre-Christmas TV Advertising

Zuru 01604 401 719 | sales@geemac.biz

Mattel 01628 500 000 | www.mattel.com Mattel continues to heavily support key items for the festive period with extensive TV campaigns. For autumn/winter 2019, the company will introduce exciting new Barbie playsets including the new Barbie Dreamplane and Dreamcamper. TV will also support the supersize Dreamhouse and career themed playsets with the Care Clinic Playset and Barbie Bakery Chef Doll and Playset. TV support will also be provided for the new Barbie Dreamtopia Princess Doll and Touch Unicorn and Barbie Dreamtopia Sparkle Lights Mermaid. Hot Wheels creates thrilling vehicle experiences for fans with the impressive Hot Wheels Colossal Crash. TV will also be supporting Hot Wheels Ultimate Garage and Hot Wheels Builder Race Crate. Fisher-Price introduces the new Linkimals range with extensive TV support. Along with the Bounce and Spin Puppy & Unicorn, Servin Up Fun Food Truck and the Fisher-Price Little People Frozen Elsa’s Ice Planet will also be supported on TV. Thomas & Friends introduces the new TrackMaster Cave Collapse playset, which is based on the Digs & Discoveries specials and the TrackMaster Glow in the Dark range. After a successful launch, Mattel’s Disney Pixar Toy Story 4 will continue to drive awareness through TV, with the Ultimate Walking Buzz Lightyear, the Buzz Lightyear Space Range Armor with Jet Pack and Fisher-Price Imaginext Buzzbot. Key licensors will be supported including Jurassic World Destroy and Devour Indominus Rex. WWE with Wrekkin’ Performance Centre and Figure Assortment and Batman Missions 12” Figures also receive TV support. TV will be supporting Mattel’s Polly Pocket range, with the new Pollyville Mega Mall as well as the Enchantimals Junglewood Cafe Playset. Fisher-Price’s character brands see TV support for the Shimmer and Shine Genie and Zahracorn Assortment, while for Imaginext, the focus will be on the Imaginext Batmobile DC Super Friends Set.

Playmobil 01268 548 111 | www.playmobil.co.uk

Zuru has announced its pre-Christmas advertising campaign for 2019. The company will implement a comprehensive TV advertising plan from September, as part of multi-channel approach to ensure communication with customers across all platforms. Pets Alive Boppi the Booty Shakin’ Llama is a core product and key focus for Zuru in Q3 and Q4. Already named as Argos’ Top Toy for Christmas and, more recently, one of Amazon’s Christmas 2019 toy trend predictions, it has also been nominated for Toy of the Year in Australia. Zuru is supporting the product with a TVC campaign in November targeting kids and adults alike, just in time for Black Friday sales. Rainbocorns is another core property, receiving TVC, YouTube and social campaign support for its various sub-brands between now and Christmas. As part of Zuru’s multi-channel approach, Rainbocorns Series 2 and Rainbocorns Sparkle Hearts will be the first in line to benefit from support, with a TVC and YouTube campaign airing between September and October. From the beginning of October, a teaser campaign will run on digital platforms to celebrate the highly anticipated Rainbocorns Big Bow release, while a global social and influencer campaign will officially launch the new item in October, when it’s slated to hit the shelves. Between October and November, a 30” TVC and YouTube campaign will run to support the full Rainbocorns line. The Smashers Epic Dino Egg received a ‘big-bang’ launch in July across various platforms and continues to be popular in the boys market. As a priority product for Zuru, the Smashers Epic Dino Egg will receive support as part of a full Smashers line TVC campaign in October halfterm, plus PR and social coverage between now and Christmas.

Playmobil will make its mark on the small screen this festive season with its 2019 pre-Christmas TV advertising. From September to December, the company’s strategic campaign is set to deliver 7,950 TVRs, building continued momentum to attract and inspire family members looking for that allimportant Christmas present. The extensive campaign will focus on 16 Playmobil themes including the new range of Playmobil: The Movie playsets. The range is based on the brand’s first ever feature length film, following its release in UK cinemas on 9th August. Pre-Christmas TV advertising will showcase popular sets such as the City Action Fire Station, Mission to Mars Space Station, City Life Tiny Paws Pet Hotel, Family Fun Summer Villa and Magic Crystal Palace throughout the final quarter of the year. New play sets within the company’s licensed portfolio, including Ghostbusters, DreamWorks Dragons and DreamWorks Siprit: Riding Free, will also receive strong support. The creative TVCs will feature across popular children’s channels such as Pop, Tiny Pop, Pop Max, Milkshake, Nick Jr., Nick Jr. 2, ITVB, Cartoonito, Disney Jr. and Boomerang.

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Pre-Christmas TV Advertising

Vivid 01483 449944 | www.vividtoysandgames.co.uk Vivid’s TV campaigns will be running from August through to December, supporting all key brands. Animagic will benefit from spots featuring new Wild Pets; Peri the Penguin, Arty the Owl and Scoot the Follow me Puppy. Nestlings will arrive in September with the backing of a comprehensive campaign including digital, kidfluencer launch activity and TV. Boomtrix is a new extreme marble track system launching in autumn/winter, which will benefit from in store, digital and TV promotion. Other supported launches include Micro Wheels, Muddy Buddies, Munchkinz, Squeezamals and Science4you. Goliath will be supporting 12 games from its successful children’s portfolio including Dragon Snacks, Freeze Fall, Gator Golf, Early Bird and Lucky Ducks, as well as Don’t Wake Dad, Foxy Pants and Shark Bite. Four games from the adult and family portfolio will feature in their own campaigns including On Your Marks - the all-new game of quick brand recognition - as well as Silly Sketch, Dizzy Letters and Word Search. All of Crayola’s key launches will be supported with heavyweight TV advertising from August through to December. Washimals continues its success from last year, with a new spot featuring the new Beauty Salon and Vet Set Carry Cases. The My First Crayola line will be boosted with the TV return of the classic Colour Pop mat, and the flagship Color Wonder brand will be advertised for the Christmas season in a campaign featuring the latest licensed properties.

Trends 01295 768 078 | www.trendsuk.co.uk Trends UK is promoting the Little Brian Paint Sticks range with a major, multi-channel marketing campaign. The new Little Brian Classic Art Station, the Paint Sticks Bucket and the Paint Sticks range is being TV advertised for the first time. Running from end of July to December, the TV campaign is designed to appeal to mums, families with pre-schoolers and creative play enthusiasts. Trends UK is also supporting its portfolio of pre-school ELAs, in particular Peppa Pig learning toys, with TV and marketing campaigns showcasing learning attributes and the skills that children can absorb along the way. PR and social media campaigns will continue to boost awareness for Trends UK's ELAs leading up to Christmas. Megableu’s Guinness World Records Challenges Game will be TV promoted in key buying periods and boosted with social media campaigns; activity will drive awareness and purchase among the older kids and parents’ audiences. The 3Doodler Start Essential Pen Set for autumn/winter 2019 will be promoted with TV, PR and social media activity from August onwards. Trends UK’s Discovery Adventures brand, encouraging fun and exploration outdoors, will be featured on the Discovery Channel at weekends as part of the Discovery Adventures sponsorship bumpers. Featuring the Discovery Adventure Walkie Talkies in a starring role, the sponsorship campaign will run on the Discovery Channel UK network until mid-autumn. Refreshed with a cool new utilitarian look, Trends UK’s popular Discovery range has been rebranded under the Discovery Adventures brand, including walkie talkies, portable telescope, bug barn and metal detector.

IMC Toys 01904 720 908 | www.imctoys.com This July, IMC introduced Cry Babies Kristal to its extensive and popular doll range. Kristal is sick and needs someone to take care of her. She gets poorly in three different ways, so children can use the accessories included to help her get better. If she gets a fever, they will need to dab her forehead with the wet cloth to help cool her down. When red spots appear on her face, giving her the injection makes them disappear; and if she gets a cough, the medicine will help her stop coughing. Kids can also place the thermometer on Kristal’s warm forehead and watch it change colour. Like all IMC Cry Babies, Kristal cries real tears when her dummy is removed and makes realistic baby sounds. Six accessories are included; a dummy, a stethoscope, an injection, a cloth, cough syrup and a thermometer. Kristal will be supported with an extensive TV advertising campaign which kicks off 31st October, delivering 165 TVRs. From 2nd December, a further 150 TVRs will reach target audiences. The adverts will be broadcast on Milkshake, Nick Junior, Nick Junior 2, Tiny Pop, Pop, Disney Junior, Cartoonito, Ketchup, Virgin and Milkshake on Demand.

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Pre-Christmas TV Advertising

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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 from Bandai including Bananas, Foodie Surprise, Robozuna, Smooshy Mushy, Pomsies and Squishimals will be supported with a collection of 10” and 20” spots aired across terrestrial and satellite channels plus pre-roll You Tube ads. Foodie Surprise – a new collectibles craft range and award-winning collectibles, Bananas, top the majority of placements to reflect the company’s commitment to both brands with 360-degree marketing plans. A comprehensive TV advertising plan will be implemented for the new Froggy Party game and new plush brand, Rainbow Dreams. Integrating traditional with digital and social channels, Rainbow Dreams and Sea Monkeys will receive backing to showcase both lines, while Froggy Party and brandnew pre-school range Timber Tots will receive support from Facebook targeting during Q4. A robust pre-Christmas TV advertising schedule is supported by cinema kids club advertising for Robozuna, Bananas, Foodie Surprise and Froggy Party. Each of the ranges will also benefit from social, experiential, and influencer activations until the end of the year.

July saw the launch of Ritzy Rollerz - an all-new collectible line featuring a range of characters on wheels for children aged 4-7 years. The characters each boast unique features, as well as hidden wheel charms in the ‘booty’ trunk, tapping into current play patterns and providing the ability to accessorise and experience different textures and surprises. The collection can be customised to fit an individual child’s personality and includes three playsets - Heelz on Wheelz Shoe Shop Playset with Helena Heelz, Sprinklez on Wheelz Donut Shop Playset with Donut Dani and Dance n Dazzle Spa Playset with Tori Tada. From June, Ritzy Rollerz has been supported by a multi-media takeover across TV, magazines, PR and digital channels. The YouTube activity showcases a series of discovery webisodes that run alongside YouTube True Views advertisements, allowing audiences to delve into the world of Ritzy Rollerz and explore the characters. An owned media content strategy will expand reach further, to ensure the brand continues to be on everyone’s radar for the rest of the year. The TV campaign will run from September to December, focusing on the entire Ritzy Rollerz range including all waves of collectible characters, besties assortments and mini playsets, along with hero item the Dance ‘n’ Dazzle Spa.

Basic Fun! 01189 253 270 | www.knex.co.uk Basic Fun! has announced its pre-Christmas advertising campaign for the 2019 Q3/Q4 period. The company is committed to driving and growing its brands in the UK, and continues to support its core properties with a comprehensive TV advertising plan for K’Nex and Cutetitos. In the run up to Christmas, the K’Nex core range will benefit from a YouTube campaign with a guarantee of over 1.4m views. Between September and December K’Nex building sets will achieve 390 TVRs (boys 4-9) and K’Nex Thrill Rides will be supported by 280 TVRs (boys 4-9). The Kid K’Nex range will also benefit from a Tiny Pop sponsorship and competition spot, which will achieve 500 TVRs, aimed at households with kids, between September and November. Cutetitos is another priority for Basic Fun!. Between JanuaryMay 2019, Cutetitos was officially the second most advertised girls brand on TV and the support continues; by the end of 2019 Cutetitos will have received a substantial 1500 TVRs (girls 4-9). In addition to the TV advertising, extensive marketing support has been scheduled to include print and digital plus influencer outreach.

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LeapFrog 01235 555 545 | www.leapfrog.com LeapFrog will be back on TV throughout autumn/winter 2019 advertising six products, four of which have never been seen before. These six campaigns show an increase in TV activity compared to 2018, when LeapFrog hit the air with five commercials through the key period. Consumers will see a LeapFrog advert on TV every day from now through to December 15th. Consumers will be able to see TV adverts for new items such as the LeapStart Go, RockIt Twist, Magic Adventures Globe and Smart Sizzling BBQ Grill, as well as favourites such as the LeapStart 3D and the best-selling Scoop & Learn Ice Cream Cart (No. 1 in Early Electronic Learning, YTD June 2019, NPD). LeapFrog adverts bring the products to life and showcase the core features of each toy. LeapFrog’s six campaigns will generate over 4.1k TVRs across the key period in the UK and Ireland. In addition to this, up to 52% of children aged 4-6 years, and up to 55% of housekeepers with children 0-3 years, will see a LeapFrog advert once, with an average of 13.2 opportunities to see the commercials. LeapFrog’s adverts will be seen on popular children’s channels such as Nick, Nick Jr., Tiny Pop, Disney Junior, Cartoonito, CITV and Milkshake. Parental airtime channels that LeapFrog adverts will be broadcast on include Comedy Central, Sky 1 and ITV, across programmes such as Good Morning Britain and Lorraine. In addition to traditional TV advertising, LeapFrog is also extending the reach of its TV campaigns by over 2m views with a strong digital presence. This will be done by placing these adverts across programmatic and ‘On Demand’ services such as Ketchup TV, and also across LeapFrog’s social media channels.

Golden Bear 01952 608 308 | www.goldenbeartoys.com Golden Bear is preparing a heavyweight TV and online presence for autumn/winter 2019 to include TV and digital advertising for many of its pre-school and other brands. It is targeting audiences varying from age 0-3 to girls 4-7 and children 6-10, with channels including NickToons, Boomerang, Pop, Pop Max, CITV, CITVB, ITVB, Cartoon Network, Milkshake, Tiny Pop, Disney Jr, Nick Jr, Nick Jr 2 and Cartoonito. A key focus is the new Bing 30” TVC, especially created to highlight the new range of toys ranging from figurine sets to talking and feature plush. The new TVC has been devised by Golden Bear to be authentic to Bing’s ethos of celebrating the joyful, noisy, messy reality of pre-school life. It will first air in September with a further burst in November combined with digital advertising. The new toy launch got off to a strong start at retail in July and Golden Bear is expecting continued growth. In the Night Garden will be supported with TV advertising in September, October and November using 2 x 30” TVCs. The first focuses on the Ninky Nonk Musical Activity Train and the second combines three key lines for autumn/winter - Push and Go Igglepiggle/Upsy Daisy, Igglepiggle’s Lightshow Bathtime Boat and Sleepytime Igglepiggle. There will also be advertising on Facebook and Instagram to drive awareness of the toys via multiple creative formats with links to retail. The company’s new TVC for its outdoor line Smart Ball - the world’s first kickup counting football with lights and sounds - will be heavily supported with TV advertising throughout September targeting kids aged 6-10 years. In addition, there will be YouTube pre-rolls using one-minute influencer content by Tekkers Kidz, a football phenomenon with 1.4m subscribers. Golden Bear’s new FunLockets Secret Surprise Treasure Hunt Tower will see its first 20” TV burst in September targeting girls aged 4-7 years. Featuring secret compartments, hidden doors and secret codes, this genius puzzle box has charms and jewellery to uncover, collect, wear and share.

Character Options 01616 339 800 | www.character-online.com With the festive buying season fast approaching, Character Options is ramping up activity across all platforms. The Pokémon line has grown substantially in 2019 with continual waves of new figures, plush and role play lines plus a new pocket-sized Pikachu. With this widespread collection comes extensive marketing, and key to the activity will be the My Partner Pikachu Toy, with two interactive modes. Stand-alone TVCs will be broadcast, while influencer activity and digital advertising will reach out to the gaming community. Plush toys are abundant in the autumn line up and there has been a whole host of new Pokémon featuring in the assortments since July. A 24-inch Pikachu will join the new Flame Action Charmander and Power Action Pikachu, all of which feature heavily in the marketing drive. The Little Live collection continues to flourish, and this year sees four new brand segments each receiving attention in the media, including the Little Live Rainglow Unicorn Vet Set. Also new from Little Live is the Cozy Dozys’ bear, Cubbles. Already, robust sales have been experienced; a trend that is set to grow with waves of TV support and digital activity. OMG Pets, Wrapples and the fearsome Wraptiles complete the portfolio, with a full season of support, both online and on TV. A dedicated Little Live magazine will be published in November; perfectly timed to let fans know what to add to their wish lists. Key Peppa Pig lines the Peppa Stage Playset and Peppa’s Wooden Playhouse will be TV supported. In addition, stop motion shorts have been created for showing across key Peppa online platforms. Further campaigns with extensive activity include all elements of the Treasure X adventure, an out-of-this-world campaign for Goo Goo Galaxy, and older boys digital and TV for all that’s new from Laser X.

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Pre-Christmas TV Advertising

Schleich 01279 870 000 | www.schleich-s.com/en Schleich is preparing for a pre-Christmas drive of TV advertising for Horse Club and marketing across the board to ensure brand awareness is at its height for the peak season. A major focus for the autumn, the Horse Club TV coverage will continue to air across the UK and Ireland. The channel list includes CITV, Disney Channel, Milkshake, Nick, Pop and Cartoon Network, with the key target audience being girls aged 5-12. The stars of the campaign are the four Horse Club riders and their horses, in an equine world that centres on the best-selling Large House & Stable and the brand-new Rider Café, plus other key playsets such as the Mobile Vet van and Pick Up with Horse Box. The significant investment in TV and digital is just part of a multimedia strategy that includes the microsite horseclub.com and the recent launch of the new Horse Club app. This will be enhanced by further landmark occasions and events for the brand. Adding to the awareness drive for the entire Schleich portfolio will be print advertising and promotions across all brands, while important parent decisions will be influenced with continuous social media and blogging campaigns.

Canal Toys 07492 411 142 | www.canaltoys.fr/en Throughout Q3 and Q4, Canal Toys will be supporting the So Magic DIY and Slimelicious ranges with TV advertising on key products. During this period, the Arts and Crafts brand will be working on sponsorship with The Disney Channel and investing significantly in in-depth TVRs over key channels in the UK and Ireland, promoting 10 and 30 second advertisements to help drive sales to their channel partners. So Magic DIY combines creativity and STEM, and lets children design their own terrarium. The range has something for everyone, from small So Magic DIY Gardens to the So Magic DIY Wonder Garden. Each set comes with a collectible character and will enhance any child’s room. The unique range has different themes including tropical, under the sea, forest, crystal, rainbow and cosmic. Slimelicious, part of the best-selling So Slime DIY family, is a new range that smells as good as it looks. By simply adding water, kids can make unique, scented slime that can be stored in fun containers. The range includes Single Shakers and a three pack, in a range of containers including popcorn, hot chocolate, bubble gum, soda, ice cream and milkshake. Each set includes assorted decorations and slimes can be mixed and matched to create different scents and colours. TV advertising for both ranges will also be supported with extensive marketing, PR, social media, YouTube activity and influencer campaigns.

Jazwares 020 3598 5119 | www.jazwares.com Jazwares will deliver high-impact, multi-channel marketing campaigns, ramping up pre-Christmas activity across the entire portfolio, with enhanced TV support for Fortnite, Roblox, Pixie Belles, Lucky Fortune, Untamed and Baby Shark. TV advertising will run from September onwards, raising awareness over the key Christmas buying months, alongside digital, PR and influencer campaigns. Two new TV campaigns for Fortnite will debut, advertising the vast breadth and depth of the Jazwares Fortnite line. The Jumbo Llama Loot Pinata ad features cameos from famous Fortnite gamers Faze Blaze, Faze Adapt and Faze Cizzorz, winner of the Creative Finals at the recent Fortnite World Cup. The second action-packed ad features brand new vehicles, drones, action figures and builder sets. The campaign will run across TV, VOD and digital platforms YouTube, Twitch and Instagram. The heavyweight Roblox campaign, that encourages fans to redefine the way they play, will continue to run across kids’ TV channels and on digital in the run up to Christmas. Pixie Belles - cute, wearable, interactive creatures from the makers of Fingerlings - will launch in October with TV advertising, digital support, influencer unboxing and demonstrations. A hot favourite among social media influencers, Lucky Fortune will be supported on TV and across digital with a new creative promoting the BFF range. A new ad will introduce interactive Snakes, Radioactive Dinos and Legends Dragon to the Untamed family, plus a Baby Shark TV and YouTube campaign will ensure the new Song Puppets with Tempo Control will be a Christmas must-have.

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Pre-Christmas TV Advertising

Interplay 01628 488 944 | www.interplayuk.com

Hornby 01843 233 500 | www.hornby.com My First Scalextric is a great introduction to the world of Scalextric, and has been one of Scalextric’s best selling products for over 20 years. 2019 sees the product undergo a transformation with a brand-new 1:64 scale track system which is even easier to assemble, with lasting quality delivering a fun racing experience and the ideal preparation until children graduate to the 1:32 scale Scalextric. As in previous years, the product will be supported with a brand-new television campaign, highlighting key new features, including the new easy speed-limiting hand controllers, more durable track system and new style cars. The television campaign will target children aged 3-4 and their parents and will include 300 TVRs across pre-school channels such as Nick Jr, Tiny Pop, Pop Max, Milkshake, Cartoonito, Boomerang and ITVB. The campaign is set to run from mid-September through to mid-December. Micro Scalextric will also have a digital campaign supporting the brand-new licensed Justice League set. The set features the brand-new track system as well as two loop the loops and a half pipe in the 5.7 metres of track, for added thrills. The TVC for this set will feature four children aged 6-8 racing Batman, Superman, Wonder Woman and Flash cars. The campaign is set to reach over 6m people, with 1.6m of those impressions driven by YouTube advertising, and will target mainly boys aged 4-6 and their gift buyer. Both sets are available now. Other hero sets include My First Scalextric Looney Tunes, featuring Bugs Bunny vs Daffy duck racing on a figure of eight track, and Wacky Races which features Dick Dastardly and Muttley’s Mean Machine take on Peter Perfect’s Turbo Terrific on four metres worth of track including a loop the loop. Finally, in 1:32 scale, Scalextric will be supporting the new American Police chase set which features lights and sirens, and the I-Pace Challenge which will have surrounding PR activity.

Following a summer full of experiential marketing and PR activity, Interplay is continuing to build momentum with exciting new TV and advertising campaigns in the run up to the festive season. Interplay is promoting the best-selling My Fairy Garden range with an enhanced marketing programme designed to build awareness, loyalty and depth of purchase up to Christmas. High-level TV advertising, PR and social media activity and strong retail presence will continue to promote the popular brand to consumers. The company is introducing two new sets into the range featuring edible plants: the Fairy Nature Garden, designed to support children’s learning about nature, and the Dragons’ Tower Garden, a magical castle that is home to a mother and baby dragon. FabLab continues to be on trend with new product launches, including the Tie Dye Luxury Kit, with more exciting news due from the brand in late summer. Supported with multiple 30s TVCs, influencer activity, YouTube channel, PR and brand ambassador campaign, FabLab will be securing awareness, followers and sell-through for the brand. Interplay is supporting the Fuzzikins World range with TV, marketing and PR activity. With the launch of the new Fuzzi Street and Fuzzi School Pop Up Play set, there is now a whole Fuzzikins World to explore, including a cottage, campervan and Fuzzi Babies. Bringing all the sets together, the creative Fuzzikins World will be promoted with TV, digital marketing, PR and social media activity, building awareness through the gift buying season. The launch of Interplay’s new games range will be supported with significant marketing investment. Featuring new TV creatives for each of the key games, the advertising campaigns are designed to appeal to a wide family audience. 5 Second Rule (Junior, Board game and Mini game), Ultra Dash and Orangutwang will benefit from high-level TV promotion running from September to December, supported by social media, YouTube and PR campaigns securing reviews, gift guide placements and social media word of mouth.

Epoch making toys 08435 574 062 | www.sylvanianfamilies.com / www.aquabeadsart.com Epoch making toys is ensuring this Christmas will be its most successful yet, with an extensive TV campaign planned with 2,300 TVRs (girls 4-9) across both its Sylvanian Families and Aquabeads brands. The adverts will be broadcast on all major children’s channels. Focusing primarily on the newly launched autumn/winter products from each brand, the adverts will showcase the fun features and creativity Aquabeads and Sylvanian Families offer. Epoch will run its advertising campaign from October half-term until January, to capture half-term purchases by busy parents as well as pocket money spends during the busy postChristmas sales period. In addition to TV, there will be advertising in cinema and SVOD to run alongside the pre-existing Sylvanian Families channel on Netflix and Ketchup TV. There will be several Sylvanian Families adverts featuring star products like the new and updated Red Roof Houses range; this includes the Sweet Raspberry Home, Red Roof Cosy Cottage and Red Roof Country Home. One advert will focus on the Nursery series; these readyto-play sets retail at a lower price point to encourage accessibility. Cute customer favourites in this range, such as the Baby Castle Nursery and Baby Choo Choo Train, will be broadcast. Elegant Town Manor, a new autumn/winter product, will also be featured on TV. Epoch making toys will use 800 TVRs of the total 2,300 to promote its arts & crafts brand Aquabeads. The segments will showcase the recently launched 3D series, an innovative addition for the brand which will offer Aquabeads fans a new challenge and encourage further creativity. Classic starter products such as the Beginners Studio, and popular licensed products like the new Frozen II Playset, will return, and are expected to be popular gifts this Christmas.

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Pre-Christmas TV Advertising

Siso Toys UK 01620 674 778 | www.simba-dickie-group.de Masha and The Bear continues to prove its worth for Siso, with the brand up 40% YTD according to NPD and enjoying strong sell-through with key retailers. This year saw Siso invest in a year-round media campaign for the brand, which has been successful. Siso Toys UK is working with Generation Media to ensure ad placements are scheduled to run during peak slots with the best conversion rates. Media resumed on 5th August with a five week campaign on YouTube playing TVCs before Masha and other pre-school content. The on-air TVC campaign will then run for two weeks from 2nd September on Disney Jr., Milkshake, Nick Jr., Tiny Pop and Cartoonito. Siso will then run the TVC on YouTube from 16th September to 20th October for a further five weeks before it returns to the stations mentioned for three weeks from 21st October. Finally, the media plan will wrap up on 24th November with a fortnight of YouTube coverage. Featured lines will include the Winter Bear House play set – this year‘s best-selling item - the 23cm Doll and the 40cm Bear. Siso Toys UK has Toy Story 4 covered on RC, with a marketing plan launched in June aiming to drive sell-through as the company heads into peak season. Siso has invested in an eight week heavyweight TV campaign that will air across CITV, ITV, Disney XD, Nickelodeon, Nick Toons, Pop, Pop Max and Cartoon Network. The TVC will feature the 1:24 scale Woody, Buzz and Duke Caboom, as well as Infra Red Forky; one of the strongest performing characters in terms of toy merchandise, Siso has topped up on Forky stock levels to accommodate for the expected demand. The TV campaign started on 29th July, running for four weeks with a short interval, before resuming on 21st October for two weeks during half term and enjoying a final fortnight from 18th November. Siso Toys will also be investing in YouTube pre-roll that will air the TVC before Toy Story and other targeted content on YouTube. To complement on-air and YouTube coverage, the TVC has also been playing across cinemas nationwide as part of the Kids Club for 18 weeks, starting on 29th July.

VTech 01235 546 810 | www.vtech.co.uk Autumn/winter 2019 will see VTech have a strong media presence across all the channels popular with both children and their parents; the company states that 86% of children aged 4-9, and 85% of housekeepers with children 0-3, will see a VTech commercial at least once in the run up to Christmas. With 16 different TV campaigns in the pipeline, VTech is showcasing its key products. The autumn/winter media investment also includes innovative sponsorship, partnerships and influencer activity, plus a strong online/digital presence and PR support. VTech will TV advertise new ranges for its younger portfolio. ZoomiZooz is a fun group of animal friends who wobble, bounce, roll and zoom around their play set environments. VTech understands that 53% of its target audience (House Keepers with Children 0-3) watch children’s programming (Source: GB TGI 2018 Autumn), so it’s important for the company to offer the right channel mix and programming selection to target both children and their parents. Digital and social platforms such as Facebook, YouTube and Instagram will be used to support the TV activity, thereby capitalising on the increase in dual screening and time spent online. The Kidizoom range will benefit from strong digital and TV presence within the pre-Christmas timeline, which will ensure that the ever-popular VTech Kidizoom Camera maintains its position in the December Top 20, as it has since its 2007 launch. The refreshed Action Cam HD and the brand new KidiGear Walkie Talkies will help to maintain the success of this range. Alongside TV, VTech is investing in a strong, complementary digital presence. With the knowledge that 83% of boys watch online videos on YouTube (Source: TGI 2018 R2 Autumn (Oct-Dec 17, Mar-May 18)), the company has enlisted the help of YouTube Influencer Beau’s Toy Farm for the launch of the Turbo Force Racers. Achieving around 212,000 views on his channel, VTech is confident this partnership with Beau will help it reach its target audience in a fun and engaging way in time for Christmas.

Moose Toys 0845 602 2119 | www.moosetoys.com Team Gem are new magical gymnasts who spin, loop and turn under the spell of their precious rings, encouraging empowerment through active play. This Christmas the range will be supported by a full TV campaign, with spots running from 1st October – 17th November across Disney Junior, ITVB, Pop, Cartoon Network, Boomerang, Tiny Pop, Cartoonito and the Nickelodeon network in IRE. Capsule Chix, the new fully customisable doll range from Moose Toys, will enter the holiday season debuting a brand-new limited edition set of dolls. TV will amplify the offering with spots running from 19th October - 10th November across the same premium kids TV channel portfolio. Advertising will also be be live on the YouTube main platform and Disney owned and managed channel network. Both TV campaigns are supported by targeted activity across digital and social as well as influencer engagement and full PR outreach programmes. In addition to the launch TV campaigns earlier this year, Moose Toys UK has secured prime placement across TV and cinema for the Scruff-a-Luvs and Kindi Kids brands. The anticipation for Scruff-a-Luvs Real Rescue begins with a digital teaser campaign. This leads into substantial TV spots from October to December across multiple channels including Boomerang and Disney Junior, plus dedicated sponsorship placements with Milkshake! for Very and 10” Nick Jr idents to multiple retailers. Following its Argos Top Toy for Christmas accolade, the Kindi Kids 12-week TV launch campaign runs until the end of October, with 30”, 20” and 10” spots featuring the dolls and playset range across core channels including Disney Jr, Caroonito, Milkshake! and NickToons. Extended reach of the webisode miniseries and TVC will be gained through VOD platform Ketchup TV, targeting a dual viewing audience. Cinema advertising for anticipated releases including Frozen II will feature the brands, placing Scruff-a-Luvs and Kindi Kids in front of respective target consumers.

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Allegedly

In a month where the subject of knock-offs has created some rather heated exchanges on LinkedIn, Poundland has metaphorically asked someone to hold its beer and thrown itself headlong into the debate. The press release which announced the arrival of its new ‘brand compatible’ range of £1 toys is pretty unashamed, referring to the “steep” price of brands and brazenly naming the brands which the range ‘pays homage’ to (including Lego, Hot Wheels, My Little Pony, Nerf and Transformers). I’m sure Poundland’s lawyers have been through everything with a fine tooth comb to ensure they haven’t crossed any boundaries, but morally, I’m a bit uneasy about the whole thing. The press release criticises the price of the branded items, without a hint of irony – in particular, the simple fact that without these iconic brands to ‘reference’, Poundland’s new range wouldn’t exist in the first place. Isaac Larian suggested in one of the aforementioned LinkedIn exchanges: “It is my opinion that retailers who buy and support blatant knockoffs are as much at fault as these toy companies.” Yet here we have a retailer going a step further, and proudly boasting about what it has done. Naughty… New owner Reliance Brands has teased that it plans to open Hamleys stores in the US and Canada in order to – and I am lifting this next phrase directly from several media reports – “capitalise on the vacuum created by liquidation of Toys R Us.” The reports provide a tantalising glimpse into the Indian company’s plans, but offer no detail whatsoever. It might have been helpful if we knew the number of stores, location, timing and the other crucial elements that would make this into a decent story, but sadly this information is currently AWOL. However, it’s certainly worth keeping an eye on proceedings. As for whether Hamleys can genuinely fill the “vacuum” – or indeed, whether such a vacuum actually exists – I’ll leave you to make up your own mind… The Brexit saga / fiasco (delete as to personal preference) continues to drag on, with evidence that it is beginning to have tangible consequences for UK toy companies. I know of at least one acquisition deal which fell through because an American company found it impossible to persuade US banks to lend it cash to acquire a British company due to concerns over Brexit. I was also forwarded an email sent to a company by a prospective new client in France, which said: “Our management has decided not to develop new partnerships with companies located in the UK, due to the unknown outcome of the Brexit. I know this is a difficult time for you and I'm sorry we cannot work together. I hope this will be reconsidered in a few years once the economic & political horizon is clear.” A few years! In fairness, the person who wrote this email may not be too wide of the mark. Even if we do leave with No-Deal on October 31st, that is not the end – just the beginning of years of negotiations and uncertainty, as we’ll need to replace all the international trade deals we have with new deals,

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including one with the EU itself. I bet that will be fun to negotiate after the mud-slinging by our government in recent weeks. Whilst everyone will have a personal view on the rights and wrongs of Brexit, developments like this illustrate the professional challenges that UK companies will face for quite a while yet… The advantage of co-ordinated international action - just one of the many EU benefits we’re turning our back on - was neatly illustrated by Amazon’s response to the French government levying the GAFA (Google, Apple, Facebook and Amazon) tax. Knowing that France had gone solo by implementing the tax, Amazon openly admitted that rather than paying, it would simply be passing the cost on to businesses that use its Marketplace platform. Quelle surprise, as the French might say. “We operate in the very competitive and low-margin retailing sector,” bleated an Amazon spokesperson, neglecting to mention that the company made a record $10b profit last year. To be fair, it’s not easy to negotiate or argue with a company which is the living embodiment of those automatic switchboards we all detest so much: “Press 1 for sales, 2 for accounts, 3 if you wish to talk to someone about us paying our fair share of tax….I’m sorry, no-one is available to take your call. Please hang up and try again later.” (Repeat to infinity)… Poundland has unveiled plans to evolve from being a ‘single price’ to a ‘simple price’ outlet, introducing a range of prices stretching from 50p up to £5. The success of US retail chain ‘Five below’ certainly illustrates the potential of widening the selection of price points, and the collapse of sterling won’t have helped Poundland’s ability to deliver a credible range of products at the £1 mark. Customer reaction to the move is apparently being tested in a group of 24 pilot stores located throughout the Midlands. If this new strategy is adopted, it will also enable the retailer to stock a far broader range of toys, with the collectible market being an obvious target, given Poundland’s high street locations. But will this bold new approach end up causing confusion with consumers? In a press release accompanying the announcement, Poundland’s managing director Barry Williams was quick to refute the suggestion that the company’s name would confuse people, stating: “Have you ever been to Currys and tried to buy a biryani or gone into Greggs and asked to speak to Greg? Sometimes what it says over the door isn’t reflected in the shop.” You have to admire his bullishness, but there is still the tiny detail of the shop’s fascia to contend with….maybe the plan is to add the word NOT to every sign overnight?

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