Toyworld June 2017 by TOYWORLD MAGAZINE

June 2017 volume 6 issue 9

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The Team...

CONTENTS June 2017 volume 6 issue 9

26 Feature: Boys Action

40 Feature: Fidget Toys

John Baulch

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

Mark Austin

Advertisement Manager mark@toyworldmag.co.uk 01442 502 405

News

Opinion

Features

05 From the Publisher

17 Generation Media:

26 Feature: Boys Action 40 Feature: Fidget Toys 50 Feature: Wheeled Toys 62 Company Profile: QATC 64 Feature: Art & Craft 84 Feature: Infant Toys

06 News Anita Baulch

Living in a Digital World

20 NPD column

14 Industry Moves Circulation and Financial Director anita@toyworldmag.co.uk 01923 711 439

21 Viewpoint

16 Marketing World

23 Talking Shop

32 Licensing World

98 Allegedly

46 Fresh

Contributors Rachael Simpson

David Ripley | The NPD Group | Martin Doyle | Mark Buschhaus | Stephen Barnes

Deputy Editor rachael@toyworldmag.co.uk 01442 502 406

Casey Goodman

Editorial Assistant casey@toyworldmag.co.uk 01442 502 406

50 Feature: Wheeled Toys

Mark Crowford

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

84 Feature: Infant Toys

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have just returned from the Toymaster Show in Harrogate, where one subject inevitably dominated conversations: the spinner phenomenon. The frenzy surrounding the category has put some serious smiles back on people’s faces. The reports of lacklustre trading towards the end of Q1, coupled with concerns about price rises and margin struggles, have largely been forgotten – if only temporarily. They’ll be back as the year progresses, for sure, but for now the mood is buoyant. In that respect, the Toymaster show could not have been better-timed. I sometimes need to use a modicum of journalistic licence when it comes to reviewing exhibitions, but not on this occasion. Spending time with numerous retailers in Harrogate, they were brimming with positivity. Good for them – as I suggested in last month’s leader column, it’s a constant struggle to compete with major accounts and Amazon, so it must be nice for the indies when they’re in the driving seat for once. Their ability to react, their flexibility and their ability to ‘duck and dive’ has meant that while many majors are still working out the logistics of how best to get involved, the independents have constantly been one step ahead of them. I first heard about the impending fidget explosion on 16th February, when I received a text from an independent retailer asking who was selling fidget cubes. My initial response was “what on earth is a fidget cube?!” (or words to that effect). A few short months later, there can’t be many people left in the entire country who are oblivious to their considerable charms. My Facebook and Twitter timelines have been full of pictures of independent retailers crammed to the rafters with people queueing to buy spinners or cubes, while I’ve been invited to appear on countless TV and radio stations to discuss the craze. To give you an idea of the scale of the consumer demand, one indie told me he was worried about running out of stock over Easter: he rang round numerous suppliers, found someone 60 miles away with stock, jumped in the van and bought the lot – 1000 pieces. He figured it would tide him over the Easter weekend at least. He put 500 pieces on the shelves of each of his two stores at 12.00 on the Thursday before Easter: by 2.00 that day, every piece had been sold. Nice money in the till (and a very healthy profit to boot). Of course, not every supplier has spinners, and not every retailer got on board from the start. But whenever the craze wanes (and there was much talk of the likely time scales in Harrogate), the cash it generated will still

be around. And there is another benefit too: one retailer told me she had gained many new customers over the past few weeks, and had also seen old customers return, many of whom hadn’t been in the shop for years. When sales of spinners reach saturation point, those customers will want something else, and the retailers will have some cash to take a few punts on new ranges. Naturally, when a craze blows up to this extent, a degree of chaos ensues. A severe shortage of ball bearings in China and escalating costs of these integral components exacerbated the supply situation. Stories soon started to circulate about budget versions being shipped with rusty bearings, while the Amazon website featured numerous customer comments about cheap items breaking after a few cursory spins. Inevitably, spinners were being brought into the country that had not been tested and had no CE mark. As you would expect, many of these found their way to the darker corners of the supply chain, such as market stalls and the dodgier cash ‘n’ carries. This was no great surprise. When demand is so huge and so sudden, corners get cut: factories are sub-contracting and even the sub-contractors are subcontracting, so quality becomes extremely difficult to control. Bearing factories emptied warehouses of product that had been lying around for ages, hence the proliferation of rusty bearings. In addition, every Chinese factory with an injection-moulding machine jumped on the bandwagon, including many second and third-tier factories that have little or no experience in this area. It was no means just a safety issue either. One major retailer admitted that it had tested a large batch of spinners not just for safety (EN71 and phthalates), but also for spin time: 80% failed and were rejected. Presumably those spinners were offered to other suppliers or retailers; I wonder how many were equally as diligent in checking their validity? Thankfully, reputable suppliers have seen the opportunity to up-spec rather than down-spec their products, so we may yet see a reversal of the traditional ‘race to the bottom’ which follows a craze taking off. It may also help to prolong the life of this incredible phenomenon. The question on everyone’s lips in Harrogate was, of course, how long will it all last? By the time the kids come back to school in September, will the category have evolved and developed, or is the end of the summer term its natural life-cycle? As ever, it’s impossible to predict with any degree of certainty – but, either way, it will be incredible fun while it lasts.

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16th September 2017 Whittlebury Hall, Northamptonshire

News DKL Marketing to distribute Plus-Plus Construction System

VTech announces FY2017 annual results Group revenue for the year ended 31st March 2017 increased by 12% to $2,079.3m USD, supported by higher sales in North America, Europe and Asia Pacific. Profit attributable to shareholders of the Company decreased by 1.3% to $179m USD. The fall in profit was mainly due to the one-off costs associated with the acquisition and integration of LeapFrog Enterprises, Inc. (LeapFrog). The acquisition of LeapFrog was completed in April 2016. The acquisition allows VTech to offer the broadest portfolio of products that enhance the education and development of children around the world, and positions VTech for higher growth. Combining VTech and LeapFrog products, the share of total electronic learning products (ELPs) revenue from platform products, including related software, increased to 23% in the financial year 2017, from 16% in the previous financial year. Standalone products continued their strong performance. Growth was led by higher sales of core VTech infant, toddler and pre-school products. There was also a contribution from LeapFrog standalone toys. Growth in standalone products was driven by higher sales of the core VTech infant, toddler and pre-school products, Kidizoom Camera, as well as the Kidi and the Little Love lines, and was also supported by the consolidation of LeapFrog sales.

Already established globally, Plus-Plus will now be available in the UK and Ireland. Appealing to both boys and girls, the Plus-Plus Building System allows children of all ages to create models, mosaics, and 3D designs. Plus-Plus pieces come in many colours and in two sizes; even curves can be made with this flexible system. David Allan, DKL sales director, commented: “When I saw this range in Nuremberg, I knew it would appeal to the UK Market. The Plus-Plus Construction System is very clever in that when you build a model it so realistic and strong. I feel the construction category needs a different player, and I believe that Plus-Plus fills this gap.” A launch FSDU with best-selling lines and a Play Tray with play pieces included for instore play are available to support retailers. Plus-Plus will have a full support marketing and instore campaign.

Mothercare produces first underlying UK profit for six years

The company says it’s now moving onto the next stage of its turnaround plan after posting the mixed results. While total UK sales for the year ending in March were slightly lower, they were up by 1.1% on a like-for-like basis, and international sales rose by 10.6%. This leaves pre-tax profits up slightly to £19.7m. The UK business overall still made an annual loss, but a smaller one, down by 31% to £4.4m, and softened significantly by the second half of the year. In addition, the company’s online sales are up 7.8% to account for 41% of UK retail sales. CEO Mark Newton-Jones commented: “Following a difficult start to the year, the UK recovered in the second half, returning to underlying profit for the first time in six years. We are now in the third year of our turnaround and I am pleased to report that we have achieved much of what we set out to do from our six pillar strategy introduced in 2014. Whilst we are proud of what we’ve achieved to date, we believe we are only half way through the transformation of the Mothercare brand.” Mark went on to warn that UK store numbers “will reduce over time”.

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Sterling weakness impacts Character’s profits

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Zuru secures worldwide distribution for Nimuno Loops

Character Group’s underlying operating profits fell by 17.2% to £7.2m in the half year to the end of February. Revenue in the period was £61.5m, compared with £65.2m in the comparable 2016 period. Underlying pre-tax profits were £7.1m. A statement from Character said: “In a period where a number of macroeconomic factors, particularly the weakness of sterling, have worked against us and considering the backdrop of an exceptional period of growth experienced in the comparative period last year, our core brands have continued to perform well. We have instigated several specific measures to improve operational efficiency to mitigate the adverse effect of increased stock purchase costs arising as a result of the weakness of sterling. We are pleased to say that good progress has been made on these initiatives and material cost savings are now coming through, this gives us confidence on our ability to meet current market forecasts. Our top performing brands in the period were Peppa Pig, Little Live Pets, Teletubbies, Mashems, Minecraft, Scooby Doo, Stretch and Fireman Sam. This core group of products continues to have brand strength and depth. Peppa is consistently our top performing brand; Little Live Pets and Teletubbies complete our top three. A number of new products are currently in development for launch this calendar year across our core ranges – Peppa, Little Live Pets, Teletubbies, Stretch, Mashems and Minecraft. In particular, there are a number of exciting developments on the Stretch range. The positive customer feedback we have received in relation to these iterations provides the board with great confidence that the group will continue to achieve consistently good results for the remainder of this financial year and beyond.”

MI PR Global announces joint venture with Watermelon Creative The two agencies have announced they will form a strategic joint venture company. Under the agreement, Flip International Group has been formed. The new group structure offers an unrivalled hub for creative design and communications, offering combined expertise for new and existing brands and IP development, from style guide creation to marketing activations at retail. Shareholders and directors of Flip International Group, Sarah Swindell (Watermelon Creative), Jonathan Rose (MI PR Global) and Ruth Leonard (MI PR Global) are excited about the new opportunities the joint venture will bring. Sarah Swindell, director, commented: “At Watermelon Creative we offer bespoke creative solutions for licensors, licensees, manufacturers and retailers. The joint venture with MI PR Global now means that as a group, the delivery doesn’t stop at the creation stage with brand marketing and communications being instrumental to ensuring complete consumer engagement.” Jonathan Rose, Director, added: “It is more important than ever to be able to support clients with a seamless offering, delivering added value with the very best industry know-how. Our joint venture means we can deliver a complete portfolio of specialist services across brand creation, marketing strategy and public relations. We will operate as a tangible extension to any in-house design or marketing team, whilst offering economies of scale across a variety of services.” MI PR Global recently announced the acquisition of Fizz Communications, and the new agreement reinforces a strong commitment to offering a complete range of specialist services, whilst developing new relationships with their extended client bases.

An exclusive, worldwide agreement has been signed with Chrome Cherry Design Studios, meaning that Zuru will manufacture, distribute and market Nimuno Loops, the original toy block tape. Zuru is expected to start shipping Nimuno Loops, which will be branded and marketed in conjunction with the company’s Mayka Construction brand, from July 2017. Nimuno Loops transforms surfaces into a base for construction toy bricks and figures. One side features a bendable, flexible surface with a toy block pattern that is compatible with Lego and other toy construction brands, and can be cut to any desired size. The other side has a re-usable adhesive backing to allow builders to construct on nearly any object, around corners, and on curved surfaces. The product launched on Indiegogo, raising over $1.6 million USD in crowd funding in 30 days. Nick Mowbray, co-CEO of Zuru, commented: “Nimuno Loops is an exceptionally clever and transformational product. Since its launch, the product has taken off on social media, and featured in over 200 news and media outlets, including the likes of USA Today, Time Magazine, Huffington Post, the Today Show, and the Daily Mail. We are very excited to collaborate with the inspiring team at Chrome Cherry Design Studios to bring Nimuno Loops to the global mass market, and into the hands of builders young and old.” Pierre Swart, CEO, Chrome Cherry Design Studios, added: “We’re set to revolutionise the way blocks are played with all over the world with this new collaboration. Zuru’s nimbleness and ability to be quick-to-market makes them the perfect partner to help us meet the already phenomenal demand for this innovative product.”

Alpha Group accelerates European growth The Alpha Group continues its international expansion with the announcement of the appointment of Antoine Erligmann as vice president media, TV & licensing EMEA. The arrival of Antoine Erligmann supports the ambitions of Alpha Group’s founders to become a key player in the European market over the next ten years. Ray Wang, chief content officer and president of International Alpha Group, commented: “This recruitment is an accelerator in the development of our European potential; Antoine will be an important part of Alpha global kids IP strategy. Antoine will lead the strategy, create and develop the media, TV & licensing business in Europe, and support the development of our toy division – notably the subsidiaries recently established in Europe, as well as our distributors in the other regions.” Antoine commented: “I am thrilled to join the Alpha Group, which holds a leading position in the Chinese market in the media, TV, licensing and toy industry, and is expanding rapidly internationally. This is an amazing opportunity, and I am extremely proud to be part of this international growth.” Antoine will focus on brands such as Super Wings and Infinity Nado in the short term, as the company also develops a number of other brands that are set to arrive on the market as early as 2018.

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News Tobar expands retail concessions The company has expanded its retail concessions into travel and leisure retailers. So far, Tobar has launched 11 franchises in Beales department stores, as well as five in Edinburgh Woollen Mills across Scotland, England and Wales, with many more partners in the planning stages. With summer just around the corner, each store has a range of outdoor toys to engage children of all ages, including remote-controlled Ferraris and Cyclone 360s. There are also classic wooden toys and the iconic retro Space Hopper, a best seller for the summer holidays. David Mordecai, Tobar CEO, commented: “This is part of our big plans to expand our Tobar business, product and service offering. These concessions are just the start, and you will see further enterprise over the next few months, not only in travel and leisure but in other areas of the market too.”

Hasbro reports first quarter revenue growth Revenue grew 2% to $849.7m. First quarter US and Canada revenue increased 2% to $451.6m, with revenue growth in Hasbro Gaming and Emerging Brands offsetting a decline in Franchise Brands and Partner Brands. International revenue was flat at $345.3m. Revenue growth in Franchise Brands, Hasbro Gaming and Emerging Brands was offset by a decline in Partner Brands. On a regional basis, Europe revenues declined 4%, Latin America increased 16% and Asia Pacific declined 1%. Emerging markets revenues increased by 20%. Hasbro’s total gaming category, including all gaming revenue, most notably Magic: The Gathering and Monopoly, totalled $253.3 m, up 10%. Franchise Brand revenue increased 2% to $423.6m, driven by revenue growth in Nerf, Transformers and Monopoly. Partner Brand revenues declined 18% to $213m;

revenue growth from Beyblade and Dreamworks’ Trolls was more than offset by expected declines in Star Wars and Marvel. Hasbro Gaming posted 43% revenue growth to $142.9m. The strong revenue increase was led by several new games, including Speak Out, Toilet Trouble and Fantastic Gymnastics, digital gaming, and several other gaming brands, including Dungeons and Dragons, Bop-It and Pie-Face. Hasbro’s total gaming category grew 10% to $253.3m. Emerging Brands revenue grew 25% to $70.2m, with revenue increases from Baby Alive and Furreal Friends products cited as the primary contributors to growth. Brian Goldner, Hasbro’s chairman and chief executive officer, commented: “Our first quarter results are in line with our previously communicated expectations and we are well positioned to execute against 2017’s rich content slate and diverse new initiatives.”

The Toy Association unveils major rebrand The Toy Association has unveiled a new mission statement, new name, and major rebrand. Formerly called the Toy Industry Association, The Toy Association supports a diverse membership whose global reach is revolutionising the face of toys and play. The organisation’s member-focused programmes, products, trade shows, and consumer events promote international business growth for all members. Its new tagline, Inspiring Generations of Play, underscores the Association’s 100+ years of service and the many developmental benefits of play in a child’s life. The Toy Association ended 2016 with 1,098 member companies that design, produce, license, and deliver toys and youth entertainment products for kids of all ages. The trade group has a long history of propelling the health and growth of the US toy industry, which has an annual economic impact of $80.25b in the United States. Steve Pasierb, president and chief executive of The Toy Association, commented: “Refining our strategic blueprint demanded a refreshed mission, which led to a change in name, an emphasis on branding, a new approach to digital communications, and new office headquarters to serve staff and members alike.” David Hargreaves, chairman of The Toy Association’s board of directors and strategic advisor at Hasbro, commented: “The global toy and play landscape has transformed dramatically over the last few years. Our team is effectively overhauling every aspect of the Association with an eye to the future to make certain we continue to provide members with best-in-class resources, business insight, and support to help them grow and thrive.”

Engino signs with Import Services To obtain the necessary infrastructure for UK and European development, Engino has selected retail logistics specialist Import Services, to provide port-centric storage, order processing, pick, pack and distribution to Engino’s customers, retail majors, multiples and independents. Founded in 2004, Engino has experienced worldwide growth in both the educational and creative construction toy market. At the forefront of the product range is the recently launched STEM Heroes series, which introduces children to STEM through a new and playful approach. Children can construct models while also learning interesting facts about each theme presented. Robert Mann, VP International at Engino, commented: “This is an important step change for our business in the UK and Europe. We are particularly pleased to select Import Services as our logistics partner, recognising their unique ability to give us a real edge to our development plans.” Mike Thomas, client services director for Import Services commented: “Engino is a remarkably innovative company and we are delighted to be selected as their UK/European supply chain partner to support planned market growth. Leveraging our retail logistics reach and significant benefits of scale shared with all our clients, Engino is now set to build on early success in the UK, Eire and Western European markets.”

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Eric Snook’s Toy Shop in Bath to close The popular local toy store has been in business for over 60 years. Originally called the Bath Pram & Toy Shop, the store was renamed after its owner, a former mayor of Bath. According to one of the long-serving staff, Lucy Morrison: “Eric Snook passed away in October and the lease on the shop expires in June. The family feel it’s the right time to close. It’s very sad that it’s closing, there are not many toy shops left in Bath. Retail has changed over the years. People come and look and then go and buy online.” Eric Snook’s store in Covent Garden, in London, closed several weeks ago, while the Bath store is due to close at the end of June.

News Golden Bear recognised within 1000 Companies to Inspire Britain report

Spin Master acquires board game firm Marbles

The London Stock Exchange Group report is a celebration of the UK’s fastest-growing and most dynamic small and medium sized businesses across the UK. To be included in the list, companies needed to show consistent revenue growth over a minimum of three years, significantly outperforming their industry peers. Barry Hughes, managing director of Golden Bear commented: “We are absolutely delighted to have been recognised within the 1000 Companies to Inspire Britain for 2017. The company has a fantastic team whose hard work and commitment continues to drive the business forward. We are extremely proud of our licensed portfolio as well as our own IPs – it is an exciting time for the company as we explore new innovative avenues alongside continuing to develop our existing brand collection.” Xavier Rolet, chief executive, London Stock Exchange Group said: “Four years on, LSEG’s ‘1000 Companies to Inspire Britain’ report continues to highlight the dynamic, entrepreneurial and ambitious businesses across the country that are boosting UK productivity, driving economic growth and creating jobs. We must ensure we continue doing all we can to support high growth potential businesses like these.”

The Canadian toy manufacturer said it has acquired Marbles, a US company that makes brain-building board games. Spin Master did not disclose the financial details of the acquisition, but said the deal includes most of Marbles’ assets, with the exception of its approximately 40 retail locations. “As soon as we heard of the Marbles opportunity, we knew we had to jump on it,” Anton Rabie, one of the company’s co-CEOs, said in a statement. “We saw immediate potential for global growth with strong, evergreen titles such as Marbles’ marquee games, Otrio and Rock Me Archimedes.” Despite the success of several of its games, Marbles filed for Chapter 11 bankruptcy early this year and Spin Master acquired the company’s intellectual property assets and warehouse inventory as part of a court-supervised sale. The deal closed 28th April. Spin Master has made a number of acquisitions since going public in a 2015 initial public offering, including US pool toy maker Swimways, the rights to the iconic Etch A Sketch toy and Cardinal Industries, another game and puzzle maker.

Counterfeit toy trader given suspended jail sentence

Special shows return for Spielwarenmesse 2018

Amazing Savings Ltd and its director Jonathan “Jonny” Kahn had denied selling over £1m of counterfeit toys, including fake Hasbro, Marvel and Viacom branded toys to major high street shops, including B & M Stores, TJ Morris Ltd, which runs Home Bargains, and Lewis Home Retail Ltd, which runs TJ Hughes. The court heard that when the retailers had requested a sample, genuine figures had been sent – but it is alleged once the transactions were agreed, ASL would source cheaper, black market goods from the Far East. Jonathan Kahn was found guilty of 34 trademark offences by jurors at Preston Crown Court, and was given a two-year jail term, suspended for two years. He was also disqualified from being a company director for four years. He must also undertake 300 hours of unpaid work – the maximum in law. The case is thought by authorities to be one of the biggest Trading Standards cases in the United Kingdom to date. Judge Stuart Baker commented: “The offences involved importing and either selling or storing some 265,000 toys at a total sale price to your customers of over £1.5m. Some of those have been returned to you and I’m told you’ve had to reimburse your customers, but these figures are a reflection of the scale of the business you and your company were involved in. You knew throughout or at some stage that you were buying counterfeit goods. You were informed by Trading Standards officers that some Spider-Man toys supplied were counterfeit. Nevertheless, you continued to buy them. I am unable to accept you honestly believed the toys which you supplied or continued to hold in storage were in fact genuine toys.” Judge Baker said he could suspend Kahn’s sentence due to his good character, long period of honest and reputable trading, and the fact it was probable he will face financial ruin as a result of the Proceeds of Crime Act inquiry, which will take place on 19th October. He added he could not impose sentence on the firm itself until those proceedings.

The 69th Spielwarenmesse, taking place in Nuremberg from 31st January to 4th February 2018, will once again feature two special highlights for trade visitors, the Tech2Play activity area and Baby and Infant Articles special area. These special shows present trendsetting product innovations and offer interesting add-on ranges suitable for individual business models. The Spielwarenmesse is also taking into account growing demand among visitors for trade fair experiences. The Baby and Infant Articles special area will focus on infant products and related ranges. Surveys have shown that the relevance of the product range, specialist group interest and product ratings have risen in this product group in particular. With the six areas in the product group – baby toys, baby textiles, travel systems, care & nutrition, home & safety, and licensed articles – the Spielwarenmesse is meeting the rising need for this attractive add-on range in the future as well. Meanwhile, hands-on activities will again be the order of the day at Tech2Play in 2018, with an RC drone flight cage, robot racing course and more on offer. Tech toys will be showcased in various categories throughout the area. Besides high-tech products, toys with established technologies will now also be featured. The new categorisation will perfectly support specialist retailers and buyers as they navigate the technology segment. Ernst Kick, CEO of Spielwarenmesse eG, commnented: “Both the Baby and Infant Articles special area and the Tech2Play activity area achieved top marks at the last Spielwarenmesse. By once again shining a spotlight on the products available in these areas, we will offer trade visitors specific inspiration and variety for their range.”

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Industry Moves Schleich UK welcomes Kingsley Li Schleich UK has welcomed Kingsley Li to the team as national account manager. Having previously worked for Playmobil and Epoch, Kingsley will help the business manage its growing portfolio of existing accounts, as well as focus on new business development. Jeremy Robinson, country manager for Schleich UK, commented: “We are very pleased to welcome Kingsley to the business and look forward to him contributing to our ongoing growth within the UK market. His strong retail focused background and understanding of the collectibles market align perfectly with the company strategy and will benefit all our customers.” The company has recently reported the strongest ever Q1 result in the history of the UK operation, and Jeremy added: “It is enormously pleasing to see our ongoing focus on retail presence and evolving product offer translate into consistently strong sales growth, and new customer listings. We are now better placed than ever before to support our entire customer base with dedicated resources and support to ensure this growth continues.”

David Wootliff joins Pyramid International David has joined Pyramid in the role of Commercial Director. The company commented that David brings with him a wealth of knowledge and experience, having worked across a number of categories and for some of the biggest brands in the business, including Disney, Warner Bros, Hallmark, Hasbro, and most recently Rubie’s. David said he was looking forward to working across the Pyramid business, encompassing The Art Group, its home, gift, and stationery divisions in the UK and across EMEA. Pyramid International was established in 1992 and is one of the world’s leading producers of licensed merchandise. It currently has over 250 licences and works across multiple product categories, including; Posters, Wall Art, Glassware, Ceramics, Stationery, and more.

Golden Bear refreshes marketing line-up Following the departure of the company’s senior licensing and marketing manager Katherine Pierce, the Golden Bear Marketing Team will see Rachel Field, consumer marketing manager, return from maternity leave in June. Kathy Lesser, who has been covering Rachel’s position, will step into her new role as trade marketing manager. The team is completed by digital marketing executive, Oliver Hales. In the immediate future, licensing will be managed by Barry Hughes, managing director and Christine Nicholls, vice chairman and director of product development. Barry Hughes, managing director of Golden Bear, commented: “Katherine has been a great asset to the Golden Bear team. She has been instrumental in driving our licensing strategy and acquisitions as well as developing our marketing team during her time with us, and we wish her all the best for the future.”

Brainstorm expands head office team The Lancashire based firm recently confirmed two new appointments. The new team members will support the head office team, and the company’s ongoing growth strategy. Clare Duerden has joined the logistics team dealing with direct imports, stock management and purchasing. Clare has a wealth of experience having worked as a merchandiser on National Accounts for over 12 years in her previous role. Brainstorm also welcomes Mica O’Hara to the Sales Team. Mica has a background in retail sales and will make an invaluable addition to the team as it expands into new categories including crafts and games. The company is proud of its family business traditions of friendly and efficient service, and these new additions will ensure those excellent standards are maintained.

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IMC Toys announces marketing manager maternity cover Cathy Prowde has joined IMC Toys as maternity cover for Kirsten Chambers. Over the next year, Cathy will help the business implement its marketing plans and will work alongside managing director Terry Crew to maintain IMC’s relationships, as well as support the sales team and its retail partners. A Newcastle University graduate, Cathy has worked in the marketing team for a STEM careers website before joining the team at IMC. She will be taking over responsibility for IMC brands, licensors and media partners. Terry Crew said: “IMC welcomes Cathy to the marketing team whilst Kirsten is on leave; she will continue the great work Kirsten has done over the last few years to drive IMC’s growth plans and look after relationships with our licensing and trade partners.”

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02.05.17 14:50

Marketing World Huge turnout for UK launch of Hatchimals Colleggtibles Hundreds of children turned out for the launch of the new Hatchimals Colleggtibles from Spin Master in May, seeing Tiana from Toys And Me unveil the new collectible toys and hand out free samples. At The Entertainer in Birmingham, and the recently opened Smyths Toys Superstore in Tamworth, fans queued for a chance to get a glimpse of the YouTube star. Speaking about the event, Anthony Lydall, Smyths Tamworth’s store manager, commented: “It was a fantastic turnout for Tiana today and everyone seems very excited about the new Hatchimals Colleggtibles.” The Entertainer Birmingham’s store manager Nick Park agreed, adding: “Collectibles are one of the most popular toys with kids right now so I’m sure they are going to be a big hit.” Charlotte Yates, senior brand manager from Spin Master said: “We had two very exciting launch events and we’re thrilled to be able to offer kids the chance to discover more about the magic of Hatchimals in this fun and engaging way.” Hatchimals Colleggtibles Season 1 offers over 70 different miniature Hatchimals to collect from 13 different families. Assortments are available as 1-Pack Foil bags, a 2-pack with nest, and a 4-pack with bonus character, and start from £2.99.

VTech appoints Threepipe Following VTech’s acquisition of educational entertainment company, LeapFrog, which Threepipe had supported for the previous seven years, Threepipe is now to manage PR and social campaign activity for both VTech and LeapFrog in the UK. Clive Richardson, marketing director at VTech, commented: “We were keen to work with the Threepipe team that clearly has a great understanding of the LeapFrog brand, our market and our audience. We are looking forward to working with them to bring some fantastic new products to market as well as to continue to support brand building activity in 2017.” Jim Hawker, co-founder at Threepipe, added: “We have long admired the VTech business and so it’s great to be able to continue working with the LeapFrog brand and now widen that scope of work to include VTech.”

First branded website for Britains Tomy has launched a dedicated website for Europe’s oldest specialists in agricultural toys and collectibles. Britains offers a full range of in-scale farm models including tractors, implements, vehicles and accessories. Launched in May, the new website invites visitors to explore the full collection and provides engaging content through video, posters, reviews and newsletter updates. The website will engage with Britains’ community of consumers, and celebrates the brand’s 96 year history as the leading manufacturer of in-scale farm models that appeal to children and collectors. The new site will allow visitors to view the whole Britains

and Big Farm ranges in a catalogue-style, segmented by licence, scale, and category. Britains will also use the website to promote the launch of hero products for 2017 including the Kane Classic Trailer, on sale now, as well as the NC Rear Discharge Manure Spreader, NC Dump Trailer and JCB Hydradig, set for release in July. Other key features of the website include videos, a directory of UK and Ireland stockists, reviews, and downloadable content like the popular A3 collector poster and the previous farm catalogues. The website will be supported with regular newsletters offering exclusive insight on new releases, events and news from the brand.

Alpha Animation ties up with MI PR Global Appointed by Mark Hyndman, general manager, UK and Ireland, MI PR Global will handle all external communications across trade, consumer, and social media. The consultancy has been briefed to help focus on raising the profile of Alpha in the UK, as well as support key new product launches for 2017/18. MI PR Global will initially focus on trade PR and marketing, supporting the TV advertising of key properties and partner announcements, building consumer PR executions and social media campaigns throughout 2017. A number of new agreements, product ranges, and partnerships will be unveiled in the coming months. Mark Hyndman commented: “The team at MI PR Global have shown wonderful enthusiasm for Alpha, our brands and our range of products, they understand our ambitious plans as we look forward to becoming an integral part of the UK Toy Industry. They come with expertise across toys, licensing, and broadcast, which makes them an ideal partner for us as we seek to grow our business over the coming years.”

Posh Paws chooses Playtime PR as retained agency Specialist toy PR agency, Playtime PR, has been hired to handle the company’s UK PR activity on an ongoing basis. Working closely with marketing and brand director Lauren Shipman, Playtime PR will be responsible for driving awareness of Posh Paws’ Disney plush ranges including some of Disney’s most loved characters, as well as the collectible Tsum Tsum range and collections for films such as Cars 3, Despicable Me 3, Star Wars, and Marvel. The agency is also working on wider category PR ideas to strengthen the profile of plush toys in the UK and will support key project launches and new licences for 2018. Lauren commented: “We’re really looking

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forward to working with Playtime PR across all of our ranges. We have some exciting marketing initiatives planned for this year which I know Playtime can amplify with their creative thinking for mainstream exposure. We have an incredibly strong portfolio of product to support with even more proactive PR this year.” Playtime PR’s managing director, Lesley Singleton, added: “Lauren has been really receptive to our ideas, which stretch far beyond a simple press office function. As much as our work with Posh Paws will be about supporting the key lines and driving consumer awareness of specific characters and licences, we can’t wait to do an even bigger job on the whole category this year.”

Opinion

Living in a digital world This month, Martin examines how current trends are shaping the future of the digital world, and consequently the toy industry.

he last month provided two agerelated, thought-provoking news stories for me. Firstly, the world’s oldest person died at the age of 117. I found it stunning that a person born in the 19th Century could still be with us until so recently, having overseen such incredible technological development. Next, I read that a British child, born in 2017, has a 50% chance of living to the age of 105. It got me thinking: what kind of world will these babies oversee between now and 2122 - and beyond? It would be foolish of me to try and look 105 years into the future and try to make any sort of accurate prediction, but I started looking into the near future, based on the trends we are currently seeing. Screentime – but not as we know it It’s clear that kids’ screen usage is on the rise. In 2013, one in three kids “screenstacked”; that is, used a second screen such as a phone or tablet whilst watching TV. Last year four out of five kids screenstacked with TV. Only the most ardent of technophobes would deny that this trend will continue. My personal interest is considering just how steeply this growth will plateau over the next five years. With 55% of 3-4 year olds regularly using a tablet, just what is saturation rate for phone and tablet ownership amongst UK youngsters – and in the future, will we one day see a decline? The answer is cultural, I feel. As for the more distant future, I see an eventuality where screens are eventually replaced by new technology: namely smart contact lenses. Unlike their clunky ancestors such as Google Glass, these discreet items will ensure that the latest information is always viewable to us. That potentially means a form of personal advertising that redefines the word “disruptive”. Is this ethical for kids, and if so, what will such devices do to their attention spans, and need for tangible goods?

Generation Forgettable Segueing from attention deficit, how will the Internet of Things (IoT) impact on kids’ development? A child whose first dummy is connected to mum’s iPhone to monitor temperature will truly be a digital native. By the time today’s newborns are three years old, 25 billion devices will have internet connectivity. It’s arguably more challenging to remember facts now that you can pull them almost instantly from Wikipedia, but this process could be delivered faster. I recently watched an interview with entrepreneur Elon Musk who has taken things a step further. His company, Neuralink, aims to create “neural lace” technology which allows a wireless connection between a computer and a person’s brain; telepathic mind control if you’re feeling a little HG Wells. My sci-fi suggestion is that children may one day cover a school year in minutes with an upload in GCSE Maths. The grown-ups will be left behind. RIP, Facebook? A crazy prediction you might say; Facebook has just hit 2b monthly users and that is over a quarter of the world. True, but all good things come to an end. Facebook’s largest vertical of growth is not the very young. If we were to jump even 10 years into the future, I don’t think we would recognise the entity that Facebook has morphed into, logo aside. Secondly, tomorrow’s children will not use Social Networks in the same way that we do – and that will create a challenge for us as communicators and marketers. This is the ultimate question. With all of these changes, will toys remain a staple for the children of tomorrow? I think there is more than a little hope for us. Combining all of the above, it is possible that today’s tots will grow up as digital natives, always connected but not necessarily with the social skills required to develop physical

Toy World 17

Martin Doyle

Head of Digital, Generation Media. Tel: 0207 307 7908 martin.doyle@generationmedia.co.uk

friendships. Maybe the toys we make tomorrow will be about fostering creative collaboration, communication, teamwork and friendship – a positive forecast in my eyes. I spent a day in central London last weekend, and was amazed at the number of kids playing with Fidget Spinners. I’m sure that these gadgets have outsold any single tech toy in 2017, at least in terms of units. Doing some digging, I found out that these toys were actually invented back in 1993, but their global popularity has exploded since late March. They are now threatening mobile phones as the most confiscated classroom contraband. What a brilliant reminder that even with the proliferation of tablets, phones and other screens to distract kids, they are still hooked on hands on toys. I remain positive that there will still be a role for the toy industry to make a positive impact on children for years to come. We may need to adapt, and there may come a time when we don’t produce and market as much physical product, but kids will be always be kids. If all of this hasn’t made you think: maybe my final thought will. It’s that I certainly won’t be at Toy Fair 2122, but there’s a small chance that someone alive today will be.

Licensing World Anki Overdrive: Fast & Furious Edition to be released

Fireman Sam celebrates 30th anniversary in 2017 Fireman Sam made his UK TV debut in 1987, and so 2017 marks 30 years of the pre-school property. The character will be celebrated with a schedule of marketing and PR activations. Mattel kicked off the celebrations by hunting for real life heroes for the Golden Helmet Awards. The awards, in partnership with parenting website Netmums, are encouraging children to act out their own adventures and be their own hero, and also celebrate real life heroes in local communities. On 17th June, Fireman Sam will appear in his first ever theatrical release with the new movie Fireman Sam Alien Alert coming to cinemas nationwide. The story builds on the alien theme, with former Doctor Who actor David Tennant bringing new character Buck Douglas to life, expanding the brand’s modern approach to engaging preschoolers and parents. Ahead of Halloween and Bonfire Night, the launch of Sam’s Safety Campaign will continue to drive awareness of the importance of fire safety for children in the UK. The programme will connect with parents and pre-schoolers by communicating the values at the heart of the show through a national radio campaign that will run in late October. Onair activity will also be supported with interactive online content and dedicated social media posts. Finally, the character will be celebrated with a range of press activations and heritage partnerships on 17th November 2017, 30 years since the first ever episode of Fireman Sam, The Kite, was broadcast in the UK on the BBC. Helen Genia, licensing category manager, Mattel, commented: “We are really excited to be celebrating Fireman Sam’s 30th anniversary, a show loved by millions of children and parents around the UK. We have some exciting activations that will not only take a fun retrospective look back at Sam’s three magical decades on screen whilst we also cement our commitment to the future of the brand. Our Golden Helmet Awards reinforce how Fireman Sam inspires and teaches children the important lessons in bravery, community and safety, and with the action packed new movie, featuring David Tenant, we are looking forward to creating an exciting year for Fireman Sam ahead of the highly anticipated anniversary activity later in the year.”

Anki Overdrive: Fast & Furious Edition will merge the battle-racing game with the adrenaline-fueled world of Fast & Furious. Pre-orders for the battle racing game started being taken on 16th May, and product will be on shelves from September. The product features two detailed robotic supercars based on the high-octane vehicles favoured by the characters in the films; Dom’s Ice Charger and Hobbs’ MXT. Each supercar is armed with weapons, upgrades, sound effects, and controls. The Fast & Furious Edition also includes a new, exclusive track piece. Boris Sofman, CEO & co-founder Anki commented: “We’ve been searching for the right brand partnership to elevate our robotic battle-racing experience to the next level of entertainment, and what better fit than one of the most widely recognised action franchises in the world. Anki Overdrive: Fast & Furious Edition will be compatible with the Anki Overdrive product ecosystem including cars and tracks. The game will require a separate, free-to-download app and compatible device.

Strong box office for Peppa Pig cinema releases Entertainment One’s Peppa Pig My First Cinema Experience: Peppa’s Australian Holiday marked the theatrical debut for Peppa Pig in Australia where the release hit 241 screens across the country and debuted at No. 6 in the overall box office chart. The UK theatrical release of Peppa Pig My First Cinema Experience followed on 7th April, screening in over 500 cinemas nationwide. In both countries the release was supported by marketing and PR campaigns, including partnerships with Tourism Australia and Australian airline Qantas, which hosted costume character meet and greets. In the UK, brand partners included Visit London, which secured cross promotional

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opportunities with its London tourist destinations, and Northern Rail which displayed posters in Leeds and Manchester Piccadilly stations and distributed flyers across its rail network. Licensees including Ty, Penguin, Trademark, Underground Toys, Redan and Portmeirion in the UK produced spin-off licensed merchandise that tied in with the theatrical release. In Australia, a bespoke product range spanning toys, books and apparel launched exclusively at Big W in Australia. Rebecca Harvey, head of global marketing at Entertainment One Licensing commented: “Families have embraced the unique format of five minute episodes linked with live interactive content, which encourages children to get up and dance. The cinema experience gives fans the unique opportunity to be completely connected with the brand and creates a halo effect that benefits the franchise as a whole.”

Licensing World

Pokémon names Wicked Cool as new master toy licensee Wicked Cool Toys has been announced as master toy licensee for the Pokémon brand, starting in July 2018. The company will have the rights to manufacture and market action figures, play sets, plush, role-play items, and other toys based on the Pokémon animated series in worldwide markets, excluding regions in Asia where the brand is managed by The Pokémon Company International’s parent organisation. Michael Rinzler, co-president of Wicked Cool Toys, commented: “Pokémon is one of the most beloved entertainment properties in the world, and Wicked Cool Toys is thrilled to become part of that legacy.” The Pokémon Company International also announced it has become a strategic investor in Wicked Cool Toys and will have a seat on the company’s board of directors. This new partnership will allow enhanced collaboration in the development of Pokémon toys with the company. Tomy will continue to be a key licensing partner for the Pokémon brand and will produce select items as well as products inspired by Pokémon video games, such as the popular Pokémon Z-Ring, which interacts with the mega hits Pokémon Sun and Pokémon Moon. The development of Pokémon toys from Wicked Cool Toys will begin immediately, with the first products expected to arrive at retail locations in autumn 2018.

Trends UK partners with BBC Worldwide for Something Special eOne expands PJ Masks licensing programme Entertainment One (eOne)’s popular pre-school property PJ Masks will expand its merchandise programme in the UK with the appointment of new licensees. The first line of PJ Masks toys and dress up launched to strong sales in February this year, and now a number of new partners have signed up to the licensing programme, with new ranges set to hit retail from summer 2017. These include VMC (accessories), Amscan (dress up), MV Sports (wheeled toys), Worlds Apart (homewares), Dreamtex (bedding and bedroom accessories), Spearmark (lighting), Sambro (stationery) and Kinnerton (confectionery). The TV series enjoys strong ratings in the UK where it is broadcast daily on Disney Junior and viewing figures have been significantly boosted by its broadcast debut on free to air channel Tiny Pop. Since launching on the channel in February 2017, PJ Masks has already reached over 1.1 million children on Tiny Pop and is consistently rating as one of the channel’s top 3 shows. Andrew Carley, head of global licensing at Entertainment One said, commented: “The response to PJ Masks around the world has been incredible. The TV series is drawing huge audiences and licensees have been quick to identify the commercial potential of the show’s growing fanbase. We look forward to expanding our consumer products offering for fans in the UK.”

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Mr Tumble will appear on a Learning Pad, thanks to a new deal between BBC Worldwide and Trends UK. Something Special has been entertaining pre-schoolers and children with special needs on CBeebies for more than 10 years. Lindsay Hardy, Trends UK marketing director commented: “We are really excited about working with BBC Worldwide on this well-loved property. The Mr Tumble Learning Pad is an ideal toy for any fan of the programme because it combines recognising colours, letters, numbers, and musical instruments with the lovely Mr Tumble and his friends. It’s a truly interactive and fun learning toy.” Julie Kekwick, senior licensing manager, BBC Worldwide, added: “Trends UK is the perfect partner for Mr Tumble, as its wonderful products will perfectly complement the range from Golden Bear.”

NPD Insight Kids’ summer movie season set for another record NPD’s Gabriela Rydzik considers the high proliferation of movie releases this summer and the effect this will have on the overall toy market.

fter a year driven by big brands such as Lego, Playmobil, Ty, Nerf and Furby, 2017 is set for a new record thanks to the number of family-oriented movies with tie-in toys. According to the NPD Group Retail Panel, in 2016 brands accounted for 34% of toy sales, and 52% of the growth. Brands contributed the most to the toy industry last year, adding over £100M, however, comparing it back to 2013, movie-related properties are still growing three times faster than brands (+65% vs. +20% respectively). A typical year has seven or eight major productions with extensive toy ranges. This year, we have 25 big movie releases with significant toy lines that may help boost the entire licensed toy industry. Among them there are notable movies such as: Lego Batman from Warner Bros, Power Rangers & My Little Pony from Lionsgate, another Spider-Man from Sony, Cars 3 from Disney, Transformers from Paramount and Despicable Me 3 from Universal. With so many toy related movies released throughout 2017, there should be an uplift in the toy market across all quarters. In the first four months of this year, the Lego Batman movie saw the biggest value growth from the movie released in February, with +£12M value gained YTD April 2017. The NPD Group Retail

Panel data shows Batman as the #2 licence across the total Toys category, top licence in Building Sets & #3 in Infant/Toddler & Preschool. Power Rangers also recorded a healthy boost in sales after the new release in March this year, lifting the licence to the top of the ranking in Action Figures & Accessories YTD April 2017, with value sales of over £4.2M. Many of the big movie releases this year will coincide with the school holiday season. Cars 3, Transformers and Despicable Me 3 all have premieres within a two-week period at the end of June. During the last theatrical release, Cars 2 sales reached £49M and expectations for a new wave of interest are running high. The Cars licence is still #1 in vehicles, even six years since the last movie. At the beginning of May 2017, Minions flooded the UK toy market a few weeks before the premiere, with one of the largest toy offerings to date. The previous Minions movie, released in 2015, saw Minions product launched across all 11 super categories, and the best-selling items that year were Despicable Me 2 Minion Surprise and Despicable Me 2 Buddies Plush Assortment, both from Thinkway, with over £200K of value sales. July is expected see a healthy sales uplift from the Spider-Man: Homecoming movie. Traditionally, Spider-Man is known for having a

Gabriela Rydzik

Senior Account Manager, NPD high impact on both toy sales and across various other categories, therefore it might be one to watch for both children and adult purchases. 2016 was a success for the toy industry, growing +6% in value and +7% in volume, despite value loss driven by movie type properties. The best performing super categories which were driven by brands were Games, Plush and Building Sets, while Action Figures & Accessories - usually heavily reliant on movies - didn’t live up to expectations. The first four months of 2017 show how different toy segments may perform this year due to various influences, such as weather, sport events, new trends on the market (for example the fidget craze we are currently experiencing) and family-friendly movie releases. The 2017 outlook for the toy industry looks bright.

Top 10 Licences YTD January – April 2017 Position

Licence

Licensor

YTD (Jan'17 - Apr'17)

Star Wars

Lucas Licensing (Disney)

£16,394,261

Batman

WBCP (Time Warner)

£15,022,829

Disney Princess

Disney

£5,775,243

Trolls

DreamWorks (NBCUniversal)

£5,492,836

Peppa Pig

Entertainment One

£5,116,527

Power Rangers

Saban Entertainment

£4,952,900

Disney Frozen

Disney

£4,438,619

WCS (World Cup Soccer)

World Cup Soccer

£4,339,182

Paw Patrol

Spin Master (Corp)

£4,218,699

Spider-Man

Marvel Enterprises (Disney)

£3,308,389

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Item Progression: Item

March 2017 Rank

April 2017 Rank

Pokémon Legends Of Alola

#548

#14

Following the success of Pokémon in 2016, the popularity of this property is not fading in 2017. The NPD Group Retailer Panel YTD April 2017 data shows that the property grew in range and value +£10M since 2016. In the single month of April this year, the Pokémon property launched seven new products in the UK, which brings its line up to 57 toys in total. Strategic Trade Card Game: Pokémon Sun and Moon Booster Pack from Esdevium still holds the #1 position in terms of value sales, however Pokémon Legends of Alola from the same manufacturer was the fastest growing item in April, contributing +£190K to the property.

The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers and drive profitable growth. Sectors covered include automotive, beauty, entertainment, fashion, food/food service, home, office supplies, sports, technology, toys, video games, and wireless. 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

Viewpoint Optimising e-commerce

David Ripley David is currently EMEA category director for Toys, Nursery, Sporting Goods & Pet Care at Groupon. His long career as a toy buyer has included stints at a number of the industry’s largest retail accounts.

ome of my columns earlier in the year have touched on the growth of e-commerce and the trajectory of share in this channel. E-commerce capability provides a very strong indicator to how robustly a company has planned and invested in this burgeoning and increasingly relevant channel. If I were a private equity investor in any retail company, this is the first area I would review. If a retail organisation does not yet have a comprehensive e-commerce offer and a strong customer database, I would suggest that it is possibly too late for that retailer to compete in the channel. I am signed up to all of the leading UK toy retail websites and of the lead multi-channel retail players in the UK (excluding the pure-play retailers), I can only point to a few that really are investing in this area and are continuing to improve their platform on critical fronts such as price, selection, availability and active selling, I rank the UK top three as Argos, The Entertainer and Smyths. The lack of focus and investment from the remaining top UK toy

retailers should be a concern about their long-term viability as a multichannel business. There appears to be a lack of urgency, knowledge and general awareness of how the channel is developing and the critical nature of having a strong and active platform for a multi-channel retailer. Mothercare and ELC both have toy ranges of just 2,000+ sku’s and Toys R Us boasts an online range of 10,000+ toy products, which is impressive until you try and buy a product and find that around 30% of everything listed is out of stock and the platform is, at a guess, 15 years old. Surely an area of review and strategic importance for the new senior teams assembling across Europe? The Asda online toy offer does not get close to the volume of skus listed on their limiting in-store ranges, which is no surprise when you review their parent company’s relative weakness in e-commerce. It is clearly evident that, for a majority of multi-channel toy retailers, investment in in-store product availability and presentation is prioritised over the e-commerce platform, a basic mistake that drives

both cost base increases and long term customer retention issues. This also has the effect of dampening the internal perception of the growth potential of the channel – if you are not positioned to sell effectively, low sales and participation is a self-fulfilling prophecy. In terms of active selling, I would only rank The Entertainer and Argos as aggressive in this area, a passive approach is taken by 80% of the remaining UK multi-channel toy retailers. Why bother investing in a platform if you are not going to actively optimise it to drive sales? This trading year is just starting to get interesting and it feels like time is accelerating each and every year. The toy industry is once again fast approaching the business end of the trading year, with the vast majority of retail bets placed on leading products, brands and licences, now manufactured and in the process of being shipped to warehouses. Just six months from now we will know who the winners and losers were in 2017.

Sponsored by

indie viewpoint Phil Heath -

Heaths Toymaster, Barrow-in-Furness, Cumbria Trading over Easter was quite good, and a bit of an improvement on last year. Crazy Aaron’s Thinking Putty is really flying out of the store, and Ty Beanies and Sylvanian Families are still performing well. Model kits from Revell and Airfix are definitely stand-out items for us, as is Lego, and the WWE Wrestling Figures from Mattel are also really popular with our customers. Of course, it was also the start of the fidget spinner craze over Easter. We have an Entertainer opening near us in a month to six weeks’ time, so we are currently in the process of revising our current approach and researching what we can do, to ensure that we can remain competitive. Among the factors which will be to our advantage is the fact that we probably stock a wider range of Playmobil than The Entertainer, for example. Model kits and Pokémon are also consistently strong sellers for us, and from our research it seems that two of these three types of product are not often seen in The Entertainer stores. We are also considering targeting a slightly older category of customer. Heath’s is a second generation business and has been on this site for over 50 years, so we see a lot of repeat business from locals, including second and third generation customers; people who came in as small children with their parents now bring their own children to the shop in turn, plus the grandparents come in with their grandchildren too, which is lovely. We are currently stocking fidget spinners, which at the moment are in very short supply due to their popularity, and I can imagine that some of the bigger players are having their shipments airfreighted in. We took a delivery of several hundred recently from a supplier we haven’t

worked with before; we would usually get stock in from MuddleIt and Zappies, but we have had to find other suppliers in order to meet the demand. Both the spinners and the cubes are stocked in our store, but it’s very much the spinners that are the main seller. Our most recent delivery includes spinners in the shape of the Batman symbol and light-up spinners, which we had previously sold out of. Glow in the dark, glitter, and chrome spinners will follow. We have taken the decision to really embrace the spinner craze while we can, as I feel that very soon the market will be saturated with fidget toys. I think this is why a lot of retailers were caught out with Loom Bands a couple of years ago; they were too late to the party. Parents and children seem to be buying the spinners in equal measure and, interestingly, they are also buying more than one at a time; they will purchase the same spinner, but in three or four different colours. I believe there is a collectibility factor there that I don’t think many people have considered. Children want to collect a range of different colours, materials, patterns and types. At Heaths’s we also stock boys action figures, such as Power Rangers, Thunderbirds, Justice League, and Batman. Action figures connected to superhero movies, such as Justice League for example, are often bought by adult collectors, “kidults” as they are often referred to, depending on the range. This is something we also see with Lego; a lot of our Lego buyers are adults, and I feel the Minifigures have helped drive the adult collectors market. Independent retailers need to find a way of targeting that particular, slightly older customer, to ensure that they visit toy shops rather than simply shop online.

Mark Buschhaus and Stephen Barnes

Reaction satisfaction

Toy Barnhaus

ell, what a month we have had. The spinner craze has well and truly arrived (and may have passed by the time you read this), and we have never seen anything like it. We have only been in this industry for eight years, plus another 10 years in Woolworths before that, but the Finger Spinner craze has been like no other. The craze arrived so fast and the supply has been so tight that, along with production problems in the Far East, it has been a real battle to keep them in stock. As you well know, we are both traders, so have spent time ringing round supplier after supplier to see who has stock coming in and when, and how much we can have. One weekend recently, we paid for more stock to come in on the Saturday, as we knew we did not have enough. When the delivery arrived, both of us were out delivering round the shops, even though they had had stock the day before. Customers were crowding round our spinner displays like moths to a flame. The result of that was that takings were up over 50% over the weekend, and Toy Barnhaus branches were virtually the only place that had stock in the locations that we are in. However, for something like this, where it has come so hard and so fast, there is always the concern of how quickly it will die off. Will kids come and collect different ones, or will they be happy with one? By the time you read this, you will probably know the answer, but we now have good stock, and are managing it carefully to ensure we do not get overstocked. This spinner business has reminded us why we love what we do as independent toy shop owners, even a few years into it now. Having worked for a big national like Woolies for a few years, we were at the front end as managers. Woolies were not bad at toys overall, and their toy departments were often the only ones in some of the towns. Having never been a national toy buyer, I am sure there are lots of factors to take into consideration, and buying for several hundred stores is not easy. However, we only saw the front end result on shelf, but there were whole ranges that we never stocked, such as pocket money toys, despite getting asked daily for them. Even things like kid’s lunch bags and bottles; we genuinely thought there was a national shortage of them. We had at least a bay in every store, and other than for a week at back to school, it was never more than half full. When we opened our first store, we saw the opportunity, found a supplier quickly, and had the best-looking bay of lunch bags we have ever seen. With the spinners now, Woolies would have given a box per shop if you were lucky, as they could not keep up over 800 stores. There was an article recently in the news recently about one of the directors wanting to bring Woolies back. With all the good will in the world, the retail market has now moved on, and the gaps have been filled. The reasons they went under have not gone away; the rise of internet shopping and competition from the grocers. It would be even more difficult now to run it now than it was nine years ago. We enjoy being able to make a real difference in our business. We have done well from spinners, and it is up to us now to try and work out when to calm down to manage our stocks. If we end up overstocked, it will be down to us, and we will learn from it for the future. If we keep stock going while there is still demand, we will hopefully reap the benefits. Being able to make that kind of difference in a job is great, and why we love what we do.

Toy World 25

Feature

Boys Action

Getting in on the action

Toy World’s Rachael Simpson looks at trends within the boy’s action category.

n recent years, the superhero movie has dominated cinemas across the globe, with big players such as DC and Marvel releasing a glut of movies to eager audiences. This year alone, Marvel is releasing Guardians of the Galaxy Vol.2, Thor: Ragnarok, Spider-Man: Homecoming, and Logan, whilst DC is releasing Justice League and Wonder Woman. With such a high number of superhero films hitting the big screen year after year, it’s little wonder that Action Figures and Playsets is currently the most heavily licensed supercategory in the UK toy market, with 78% of category consisting of licensed sales (YTD April 2017). However, with most superhero films rated 12A or above by the British Board of Film Classification (BBFC), the answer to the question “who is buying superhero action figures?” isn’t always kids – frequently, it’s the adults that are buying such products. Phil Heath, proprietor at Heath’s Toymaster, sees this for himself at his store. “Action figures connected to superhero movies, such as Justice League, for example, are often bought by adult collectors, the kidults, depending on the range”, he says. The boy’s action figure market is an interesting one with regards to licensed superhero figures, as there is a disparity between the target market of the films, and the target market of the toys themselves. For example, the 2014 film Guardians

of the Galaxy was rated 12A for its “moderate fantasy action violence, threat, and moderate bad language” according to the BBFC website. Hasbro however, master toy partner for Marvel, offer Guardians of the Galaxy action figures for children as young as four years of age. All this begs the question – if the films aren’t aimed at children this young, why are the toys still so popular with them? The simplest explanation for this is that kids are aware of the appeal of a particular film character, regardless or whether or not they have seen a film featuring them, and want to have an action figure of that character to play with. This could be due to interaction with school friends and relatives, social media, and TV advertising. Parental input most likely also plays a role, with parents who are fans of a particular film or franchise purchasing related toys for their children due to their own interest. Of course, it is also possible that children younger than 12 are being taken by their parents or guardians to watch 12A movies, as is perfectly legal, and so they are forming the interest in the characters and films on their own. And one mustn’t forget that the DC and Marvel blockbuster movies are based upon massively popular comic books – though it would seem unlikely that younger boys are reading these in an age dominated by TV and phone screens. Of course, there are also movies out there that don’t feature superheroes, but which still inspire

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fans to collect action figures. The recent revival of Star Wars, with the feature films The Force Awakens, and Rogue One: A Star Wars Story, sees the property occupying the number one spot on NPD’s top licences list YTD April 2017. Yet despite its market-leading position, it is no secret that sales of Star Wars figures have not lived up to (admittedly sky-high) expectations so far. One theory put forward for the shortfall is the overproliferation of Star Wars merchandise, while others suggest that while adult collectors have embraced the new movies, younger children have proved more resistant to its allure. One franchise that unquestionably appeals to children as well as adults is Toy Story. “While many action hero toys are of the moment, often specific to a show or movie, Buzz Lightyear and the Toy Story franchise have proven themselves to be timeless performers in the toy aisle way beyond appearances on the big, small and video screens”, commented Darran Garnham of MTW Toys, UK distributor for Thinkway Toys. “After all, there are not many action heroes who have been to space, presented an Oscar, and featured in a SuperBowl ad, and Buzz’s catchphrase ‘To infinity and beyond’ is now up there with the most memorable phrases of all time.” Darran adds: “The success and longevity of Thinkway’s Buzz Lightyear is due to the enduring popularity of the movie and the movie character.

NEW LAUNCH FOR 2017

Feature

Boys Action

Buzz has now achieved hero status with several generations, and continues to be a favourite to kids and adults alike, with parents passing on their own collection and adding to it, as new versions of the toys are released. Buzz is truly an action figure that often does, and most definitely should, feature in every toy box.” Likewise, the Transformers franchise continues to hold its appeal across the generations. Transformers has already made a strong start to the year, posting high double digit growth. Those who have seen initial footage of the latest movie suggest it represents something of a step-change from previous instalments: a combination of more in-depth story-telling and greater emphasis on humour give it a whole new feel. The fact that the global premiere will be held in the UK for the first time will also help to generate strong impact for the franchise. Jon Starling, of Starlings in Bury St Edmunds, has this advice for retailers looking to stock action figures based on movies: “You need to consider whether or not a film ties in with the target demographic of a toy store – that is, children under the age of eight or nine. Five year olds are less likely to be taken by their parents to see Transformers due to the level of violence. Likewise, The Avengers films are popular, but the associated products are often more of an adult purchase.” Phil Heath added: “Retailers need to find a way of targeting that particular, slightly older customer, to ensure that they visit toy shops rather than simply shop online.” Away from feature films, ranges for boys based on animated cartoon series are still performing very strongly, and GP Flair’s Ben 10 is tipped to be one of this year’s strongest introductions. Anne-Marie Noon, Marketing Manager at GP Flair, commented: “The previous Ben 10 toy line and licensing programme were unstoppable and performed at a very high level. Because of this we have high expectations that the new range will repeat this success and maintain its reputation as a top choice for boys. Highlights from the collection include not one but two Omnitrix Watches, Action Figures based on Ben 10 and his aliens, roleplay items, and of course the Rust Bucket Vehicle Playset.” Infinity Nado battling toys from Alpha Toys, based on the popular Japanese cartoon Infinity Nado, launched earlier this year. “Since the exclusive brand launch with The Entertainer, Infinity Nado has been a sell-out success with all the activity during and post the event”, says Mark Hyndman, UK and Ireland general manager. “The brand has really captured children’s imaginations, and the influencer activity with YouTube star Tekkerz Kid has continued to grow with over 180,000 views. This is a great starting platform for the brand as we have further marketing activity planned for autumn winter.” For boys, being able to act out scenes from their favourite cartoons or films, or emulate their favourite characters or personalities from real-life is key, and as a result roleplay products are increasingly popular. Bhav Patel, Toy Galaxy, commented: “Core ranges of action figures are

always a safe bet, but, especially with licensed ranges, kids really want to become their favourite character, which is why role-play items tend to perform well.” The growth in popularity of role play items, especially among younger age groups, has almost certainly impacted on the sales of action figures. Anne-Marie Noon believes that roleplay and action figures can complement each other and add play value to the overall experience for boys. “Role play offers a completely different play pattern to that of traditional action figures”, she says. “In the case of Ben 10, they are a complementary alternative, adding to the experience. This is why we at Flair tend to offer both role play and action figures together, as we expect boys to be equally excited by both.” Battling toys such as Infinity Nado, which appeal to boys who want to compete against friends and hold competitions of their own, are a noteworthy emergence onto the boys’ action scene, and an area in which Mark Hyndman sees the potential for growth. When asked about opportunities for growth in the action figure category, Mark replied: “Whilst the category has experienced decline over the last couple of years, there hasn’t really been any new innovation within the category to excite and entice a new generation of children. In the toy industry, categories can and often do come back with changes in trends and play patterns. Due to the unique product features, we are hopeful that Infinity Nado will be the brand to reverse the decline within this category.” Unsurprisingly, action figures based on WWE Superstars remain popular with boys who want to recreate wrestling bouts featuring their favourite fighters. Capturing the character’s looks, personality, and even voice is important for the success Mattel’s WWE range of action figures and wrestling rings. “Innovation and keeping up to date with content are key for the toy range” says Wendy Hill, director of brand activation at Mattel. “New innovation this year includes the WWE Tough Talkers 6-inch Figures with sound recognition technology allowing the figures to interact with signature phrases and sounds unique to each Superstar. The Tough Talkers Interactive Ring Playset recognises each figure’s entrance theme music and activates additional sounds and phrases, as well as crowd cheers and chants which bring the toys to life for young fans. The ever growing line of WWE figures include new additions every year, encouraging collectability and expanding the offering to WWE collectors and fans.” With the boys action figure category being so heavily linked to the TV and film industries, manufacturers and retailers can benefit indirectly from advertising campaigns for the series or

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movie itself, and do well from aligning their own marketing activities with new releases or promotional highlights. Here, properties linked to TV shows or cartoons can enjoy consumer interest over a longer period of time, as a series may run for months at a time, or simply run throughout the year. Conversely, licensed action figures for standout movies tend to see a spike in sales in the build up to, and weeks immediately after the release. “Unlike many entertainment properties, WWE maintains interest throughout the year with a vast amount of content as well as live event opportunities”, Wendy Hill told Toy World. “By aligning with key WWE moments such as Wrestlemania and Summer Slam, retailers can maximise the noise created by the brand and work with us to deliver stand out activations in store and online. We work closely with all of our retailers to ensure that the range offerings are right for the selected channels and reflect the overall brand strategy.” Looking forward, boys action figures should remain strong as a category, with future film and TV releases helping to ensure the ongoing interest in character licensed role play products and action figures, and with such a large age range to target, companies should look to embrace both the adult collectibles sector and kids play sector, if they are to experience the full extent of the category’s retail potential. Over the next few pages, some of the major players in the category present their newest introductions and highlights.

ITâ&#x20AC;&#x2122;S HERO TIME

Boys Action

GP Flair 0208 643 0320 | www.flairplc.co.uk The Teenage Mutant Ninja Turtles WWE Mash Up collection of action figures combines two leading boys’ franchises. Mikey, Leo, Raph and Donnie can all be collected as classic and contemporary stars of the ring. The new Turtles Micro Mutants are debuting too, and this new sub-brand gives kids the chance to collect action figures in miniature form. An articulated Turtles action figure is included with each of the new Transport Vehicles. Playmates’ is launching its Ben 10 range next month with an entry point articulated collection which offers eight characters including Ben and his alien alter-egos such as Forearms, Heatblast and Diamondhead. Fans can then progress to the larger scale Power up figures, while 11” Super Deluxe figures are available as Heatblast and Forearms. There are two Omnitrix watches available. The all-purpose Ominitrix has an entry level price point and will be accessible to all, while the luxury level Deluxe Omnitrix offers more interactive features for the ultimate Ben 10 fan. The colour changing, glowing and dusty metallic Series 2 of Grossery Gang has further fuelled the boys’ collectible market, and Grossery Gang Series 3 will be available from August when new rotten themed action figures make their first appearance.

Schleich 01279 870 000 | www.schleich-s.com With a new film on the horizon for Spider-Man, Schleich’s new Spider-Man lines should prove popular with consumers. July 7th will see Spider-Man: Homecoming released in cinemas, and fans of the superhero can purchase the new Spider-Man figurine, which depicts the Marvel action hero standing in his signature pose on a cut-out brick scene. Retailers should also look out for the new Green Goblin figurine launching in July, which fans will want to collect for hero and villain showdowns. Never before seen Dr. Strange and Thor figurines will also join the range in July, ahead of the Thor movie release in November. As with all Schleich products, the attention to detail is paramount.

Character Options 01616 339 800 | www.character-online.com Character Options’ autumn portfolio features new figures from the world of Minecraft along with stretchy new Action Figures. Following the spring launch of season 3, a full roll out of new action figures will arrive from the world of Minecraft in August. Series 4 features six detailed and fully articulated 3-inch figures available to collect, each with its own accessory for fans to build and customise their Minecraft world. Other brand new lines including the Deluxe Boss and the Biome Playsets are available from September. The company has brought back Vac-Man and Stretch Monster. Vac-Man is the 14-inch scale fiend that turns rigid when the air is vacuumed out so he can then be stretched and posed. Re-filling his air returns him to his original size and shape. The green Stretch Monster is in 7-inch scale. Elsewhere, Justice League characters are joining the stretch 7-inch collection and large action figure size. The Stretch Screamer also makes its debut. When kids stretch the monster, the toy will let out a scream, and its LED eyes add to the ghoulish effect. The Stretch Screamer also features a pitch changer which lets children record their voice to sound like a monster themselves.

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WHICH

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Boys Action

Tomy 01271 336 155 | www.tomy.com Pokémon Action Pose Figures Assortment packs include a matchup of a pair of two-inch figures posed for battle or a single three-inch figure featuring points of articulation. New introductions to the range for spring/summer 2017 include Pikachu vs Noibat, Mega Sableye, and new Pokémon from the Alola region plus many more. Another product within the range is the Throw ‘N’ Pop Poké Ball Assortment. Children can place the two-inch Pokémon figures inside the Poké Ball; when thrown onto any hard surface it will pop open upon impact, launching the Pokémon figure into battle. Refreshed lines for spring/summer 2017 include; Bulbasaur and an Ultra Ball, Charmander and a Great Ball, Squirtle and a Dive Ball, Rockruff and an Ultra Ball, and Rotom and a Great Ball. For 2017, Tomy will be supporting Pokémon with a large-scale integrated marketing campaign to drive year-round sales. The campaigns will be a combination of digital, PR, and social media support. There will be a focus on digital platforms to engage and recruit new Pokémon fans, with interactive rich media digital display units to capture consumer attention. The campaign will also aim to convert fans into collectors at point of purchase with cross category, highly impactful POS displays.

Mattel 01628 500 000 | www.mattel.com Mattel’s Justice League Action range arrived in early 2017 with the 12” Justice League Action Figure Assortment, which captures the power of characters including Batman, Superman, Wonder Woman, Cyborg and Green Arrow. The Battle Wing Batman features superhero sounds and lights in a 12” figure, and Justice League fans can recreate key scenes from the movie with the new Batmobile. Also new for spring/summer 2017 is the launch of the Teen Titans Go! mini figures range. Each mini figure features swappable parts, and the range offers single packs, three packs and multi-packs to drive collectibility. Wrestling fans can bring WWE Superstars to life with the WWE Tough Talkers 6” Figure Assortment. The figures feature sound recognition technology and say signature phrases and sounds unique to each Superstar. The figures can recognise each other and interact with the different characters before they go head to head in the new Tough Talkers Interactive Ring Playset. This playset recognises when a figure has entered the ring, and will play their theme music. Additional sounds and phrases, as well as crowd cheers and chants, add drama to each match. The Justice League Movie range will build interest ahead of the film release with the 6” figure assortment and feature Batmobile. Kids can recreate superhero battles with role play items including the Voice Changer Helmet, Cyborg Blaster, and Cape & Cowl set. The launch will be supported by PR activations alongside TV support.

Cartoon Network 0207 693 1124 | www.cartoonnetwork.co.uk Following the successful broadcast debut of Cartoon Network’s brand-new Ben 10 TV series across EMEA in October 2016, the UK toy market is now readying itself for next month’s launch of the new range of toys inspired by the popular series. GP Flair is on board as the UK distributor for the master global toy range from Playmates, and has all major retailers lined up to stock the line. The launch will be supported by a marketing campaign spanning TV, PR, digital and social, alongside retail initiatives to ensure the new range is publicised across the country. The new Ben 10 range includes an entry point articulated collection, which features eight characters including Ben and his alien alter-egos such as Forearms, Heatblast and Diamondhead. Fans can then progress to the larger scale Power Up figures, while 11” Super Deluxe figures are available as Heatblast and Forearms. There are two Omnitrix watches available; the all-purpose Ominitrix has an entry level price point and will be accessible to all, while the luxury level Deluxe Omnitrix offers more interactive features for the ultimate Ben 10 fan.

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FIVE GREAT WAYS TO LET THEIR CREATIVITY CLICK

K’NEX introduces 5 new ways to let kids’ imagination click. The Imagine range is designed for kids age 5+ with new features, a new colour pallet and motor power movement in a tub for the first time. An exciting new TV Spot and Digital Campaign will get them flying off your shelves. SALES HOTLINE 01189 253270

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Boys Action

Hasbro 0208 569 1234 | www.hasbro.co.uk With the Marvel Guardians of the Galaxy Titan Hero Series range, players will be able to immerse themselves in action figure battles. The Marvel Guardians of the Galaxy Titan Heroes feature Star-Lord, Gamora, Rocket Raccoon, Groot, Drax, and Yondu. Each Guardians of the Galaxy Titan Hero Series figure is to 12” scale, and features five points of articulation. Also arriving from Guardians of the Galaxy Vol 2 is Dancing Groot. Groot plays a clip from the soundtrack song Come A Little Bit Closer while dancing, and pressing the leaf button activates the character’s phrase “I am Groot.” Holding down the leaf button places Dancing Groot in music detection mode. While in this mode, Groot will detect external music, and dance with his moving arms and torso. Hasbro Studios presents Transformers: The Last Knight, which arrives in cinemas on 23rd June and is supported by an extensive product range. The Transformers: The Last Knight 1-Step Turbo Changer figures include Bumbleebee, Optimus Prime and Autobot Hound. The Turbo Changer figures switch modes in one step, converting the Bumblebee figure from robot to Chevrolet Camaro, Optimus Prime from robot to truck, and Autobot Hound from robot to 4x4, in one motion.

Alpha Animation 01923 804 599 | www.auldeytoys.us Alpha Group recently introduced new battling collection Infinity Nado, which launched in April. The Nados are available in different materials, colours and characters, and introduce a new functionality that will offer fans the ultimate battling experience. There will be 28 SKUs across seven different series including plastic, standard, athletic, split, and crack, with playsets and accessories also available. The two playsets, battle and deluxe, consist of one arena, one left and one right spin Nado, and two launchers as well as assembly tools. Each Nado character has its own features, and can perform different tricks and stunts. For example, the split series features one Nado that can split into two for a 2-pronged attack on opponents. The Nados all have interchangeable tips, enabling the product to climb, hook, jump, and even rope walk in the deluxe arena. The Infinty Nado rangewill be supported with a full marketing plan, including TV advertising, a consumer launch event, retail promotions, in store activity, PR, and social campaigns.

Vivid Imaginations 01473 322 000 | www.vividtoysandgames.co.uk Ooshies are squishy mini figures of favourite licensed characters that also double up as pencil toppers. Kids can collect all of their favourite heroes and villains, and look out for the rare and limited edition Ooshies, including gold-plated, sparkle, furry, and glow in the dark finishes. Licences for spring/summer 17 include Marvel, DC Comics, WWE, TMNT, and Cars 3, with new waves coming through for autumn/winter 17, along with new Dreamworks and Pixar licences. Fungus Amungus is back with over 100 new figures to collect. The Batch 4 collectibles are sure to appeal to Fungus fans with their new mutated colours. Playsets will also continue to be a key feature of the range in autumn/winter 17.

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Boys Action

MTW Toys 07734 479 973 | www.thinkwaytoys.com Often cited as the number one and most recognisable Pixar character, Buzz Lightyear is a true action hero who has successfully featured at retail since Toy Story launched in 1995. Buzz is known for his loyalty, bravery and courage – positive values to pass onto kids. Thinkway Toys distributed in the UK by MTW carries key ranges for the Toy Story franchise and will be supporting Toy Story 4 in 2019. The range will include not only the deluxe John Lasseter Signature Collection, but also entry level price points across the range. Replicated from Disney/Pixar’s digital data, the Buzz Lightyear action figure comes with original voice and over 30 sayings. Kids can press Buzz Lightyear’s oval chest buttons for voice and sound effects, whilst the button on his arm produces light and laser sound effects. Pop-out wings emerge when the red button on Buzz’s chest is pushed. The 12” tall figure is highly poseable, and features a retractable helmet. Recognised for their high quality, innovative and true-to-film features, Thinkway Toys have garnered many awards through the years. The company’s Buzz Lightyear toy has flown on the Space Shuttle Discovery to the International Space Station, staying in space for 467 days whilst orbiting the earth – and beyond.

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Boys Action

K’Nex 01189 253 270 | www.knex.co.uk New K’Nex STEM Explorations kits, out now, allow children to explore STEAM skills while they play. The STEM Explorations Roller Coaster and STEM Explorations Swing Ride allow children to explore the science of theme parks through three suggested builds, each with an experiment idea. New for July 2017, the motorised Thrill Rides Web Weaver set includes 399 pieces plus a spider car and glow in the dark track. The track can be flipped between horizontal and vertical, while the car continues to twist and turn around it. Kid K’Nex will be available at retail for the first time in July 2017, introducing construction play to children aged 3+, supporting their cognitive development with sets that feature chunky, brightly coloured pieces. Building Tubs will be refreshed in July 2017, with new additions including the Power and Play Motorised Tub, which brings builds to life through movement. The K-Force range of buildable, customisable blasters will be refreshed in July 2017. The new Barracuda, with pump action blasting, and Sabretooth, with lever action blasting, can each be built and rebuilt to create five different models one at a time. The company will implement a robust 360 degree marketing programme. TV advertising will include 2000 TVRs from September to December plus Kid K’Nex sponsorship on Tiny Pop. Additional marketing includes kids press activity, strategic partnerships, a hub hosted on Kizi.com, and the fanbase of kids’ social network PopJam.

Big Chief Studios 0121 667 8194 | www.bigchiefstudios.co.uk

Brainstorm 01200 445 113 | www.brainstormltd.co.uk New for summer 2017 is the StikBot Pirate Movie Set, for children wanting to create their very own pirate animation. Made from durable foam board, the pirate ship movie set is easy to build, with no glue or scissors required. The set includes extras such as a boat, sharks, treasure chest, and cannons. The ship is open on one side, allowing kids to make movies below deck or outside the ship, and the flip-over base scene takes the movie location from shore to cliff. The set includes one pirate StikBot, nine pirate weapons, and a sheet of pirate clothes stickers for customising the StikBots. The StikBot Zanimation Studio set features green screen technology, and includes the original StikBot character and a pet. There will also be single packs of dogs, bulldogs, cats and monkeys launched in different colourways, with more pets added going forward. The StikBot Action Packs allow children to be even more inventive with their animations. The Hairstyling pack features a selection of wigs for kids to affix to their StikBot including the Afro, the Mullet, and the Bieber. The Weapons Pack transforms any StikBot into a warrior, perfect for animated fight scenes. Kids can choose from medieval swords, crossbows, and more. Kids can also download the free StikBot App to any iPhone or android device to film, pause, and edit their own videos before sharing them with friends, or uploading them to the official YouTube channel, StikBot Central.

The first of Big Chief Studios’ Thunderbirds Character Replica Figures will be available for pre-order soon. The first 1:6 scale figures to be released are Scott and Virgil Tracy, which feature accurate portraits digitally scanned from full sized puppet heads, moving action eyes, flexible poseable hands, hand-tailored costumes and detailed accessories, plus a specially designed light up display base. As the eldest of the Tracy brothers, Scott is always the first to arrive at the danger zone, where he assesses the situation and quickly determines which special rescue equipment will be required for the task at hand. Virgil is the pilot of Thunderbird 2 and its various complex auxiliary rescue vehicles, such as the Mole. Both characters come in their signature International Rescue uniforms, with their distinctive coloured sashes. BIG Chief will begin offering the initial product releases direct to consumers via its dedicated website, and through select hobby and specialist retailers.

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Boys Action

Art + Science International 01903 885 669 | www.actionman.com

Bandai 01489 790 944 | www.bandai.co.uk

Art + Science International, under licence from Hasbro, has launched a specially developed range of handmade Collector Edition Action Man figures, celebrating the idol’s 50th Anniversary. Despite having a fair few years on him now, Action Man has never been forgotten. The new Anniversary Collection includes Action Soldier, Ski Patrol, Footballer, British Infantryman, Scuba Diver, Paratrooper, and a special limited edition Action Man – Bobby Moore. The kitted-out classic, the Paratrooper, comes with signature canvas bag and distinct eagle eyes, gripping hands, and the famous scar.

The Power Rangers Ninja Steel range, available from July, includes the Lion Fire Fortress. Over 75cm tall, the playset features over 20 accessories, plus lights and sounds. The 12.5cm Action Figures assortment features posable Rangers and Villains. Also available are the collectible Ninja Power Stars and Launchers, the TV-advertised Deluxe Ninja Steel Morpher, and the Deluxe Ninja Steel Blade. To support the 2017 Power Rangers movie, Bandai offers the Power Morpher, Red Ranger’s Power Sword, the T-Rex Battle Zord, and the Interactive Megazord. Both collections are supported with 360° marketing campaigns including TV and cinema advertising, PR, and press and digital activity.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Master has a range of action figures and role play toys to support the release of Pirates of the Caribbean: Salazar’s Revenge, Disney’s fifth instalment in the popular live-action franchise. With the Pirates of the Caribbean Figure and Deluxe Accessory Set, kids can bring the world of Pirates of the Caribbean to life with ships and figures from the movie, plus recreate their favourite scenes from the films with exclusive playsets. Each set includes a 3” figure, ship, and battle accessory. The Two Pack Figure Assortment set comes with two 3” articulated figures with stylised detail. Characters include Jack Sparrow, Henry, Carina, Captain Barbossa, Captain Salazar, and the Silent Mary Ghosts. The Salazar’s Revenge Pirate Battle Figures are ideal for both play and display. These mini figures are ready to fight in their battle poses, and kids can collect them all for bigger battles. The large playsets, including the Silent Mary Ghost Ship, and Jack Sparrow’s Pirate Ship, complete the line up in the Pirates of the Caribbean Range.

Jazwares 0203 598 5119 | www.jazwares.com Jazwares has launched a new Roblox toy line, a property that brings to life the digital game. Inspired by some of the most popular games, characters, and developers in Roblox’s user-generated universe, the launch follows Roblox posting its highest monthly player count in December. Reflecting the imaginations of the game’s users, the selection of playsets and characters is based on the creations of some of the most popular community developers, including a range of core packs that include a figure, accessories, and a collector’s checklist. Characters include Circuit Breaker, the Blox-breaking android; Captain Rampage, who keeps his mateys close, but his treasure closer; Mr Bling Bling, with his flashy smile and sharp suit and Tim7775, Redcliff Paragon - the enchanted Knight of Redcliff who descends upon Robloxia to do battle in the great Kobloxian war. Each of the toys comes with a unique code that can be redeemed for exclusive virtual items.

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Feature

Fidget Toys

Fidget gems Fidget toys have become the latest playground must-have, with sales soaring in recent weeks, and companies scrambling to launch their own versions of the spinnable, clickable toys. However, with the rise in demand comes concern about quality, cheap parts, and inexperienced manufacturers trying to cash in on the craze. Toy World’s Rachael Simpson takes a look at the humble beginning of the fidget toy, the prospects for its longevity in the toy market, and talks to some of the reputable companies producing their own take on the trend.

he history of the fidget toy goes back farther than the recent explosion in popularity may have us believe. Originally designed as a self-regulation tool to help focus and calm children with ADHD (Attention Deficit Hyperactivity Disorder), Aspergers, austism and dyslexia, the fidget toy movement gained a solid foothold in the market in August 2016, when American brothers Mark and Matthew McLachlan launched their Kickstarter campaign for the Fidget Cube. Far surpassing its original goal of $15,000 USD, the campaign raised $6,465,690 USD

the feedback, following and support that Antsy Labs and Lee Shawyer, director of The Source, has seen the rise in their campaign were receiving”, explains Nick Mowbray, the popularity of spinners first hand. “The fidget cube co-CEO. “We understood that the concept was fun and started the craze and has been hugely successful, but the engaging and had appeal for our typical target audience spinner has since surpassed this, with our Menkind and of kids, but also reached beyond that and into the masses. Red 5 stores seeing a sales ratio of 1:5 spinners to every Ultimately, we followed the media storm and Kick Starter cube. Other retail chains have reported ratios in excess of campaign closely, understood and analysed the potential, 4:1; it all depends on who the shopper and end recipient then aligned with our core capabilities and experience in is”, he says. this space. When this all came together it resulted in us However, as with all products experiencing heavy approaching the Antsy Labs founders. The rest, as they demand, concerns have arisen over quality issues and say, is history.” substandard parts being used during the manufacturing Off the back of the success of the Fidget process. A quick look at the Amazon website reveals Cube, and the myriad copies that a number of poor reviews from customers who have inevitably followed, another fidget received rusty, broken, or faulty spinners, often from hero emerged – the spinner. Consisting China, where recent reports from Shenzhen state that of either a two or three pronged body upwards of 2,000,000 spinners are being produced a day. 01295 768 078 | www.trendsuk.co.uk centred round a spinning arrangement All this is, rightly, a worry for retailers looking to stock Zing Toys introduces its new Every Day Play ranges for the fidget toys market, of ball bearings, the spinner is a big safe, high-quality fidget toys and spinners. created with high quality features and light up functions. step away from a true fidget tool, and Matthew Thorpe, Modern Testing Services, comments: SpinZipz spinners can be spun either in a hand or on a an even bigger step into the toy market. “As the demand for fidget toys grows, sourcing timelines surface, and light up as they spin in circles. A vast range of colours, patterns, are reduced, and the time available for robust product With skill toy Thumb Chucks, kids can master a materials, sizes, spin-times, lights, and development is squeezed. Retail buyers need to ensure range of tricks. Once perfected, uploading videos other features has seen the spinner that the items purchased will be legally compliant, online unlocks new coloured, but each company will also need to determine become, almost overnight, the latest interchangeable belts that playground sensation. players can use to flaunt It was reported recently their skill status. Launched with marketing and PR that the arguable creator of support, Thumb Chucks the first ever fidget spinner, light up and come in a Catherine Hettinger, 01416 132 525 | www.ozbozz.com range of colours. surrendered the patent Grossman has a full range of spinners which vary in design and for her own design of material. All spinners have been treated with a rust resistant oil, and have spinning toy in 2005 after full certificates and test reports. Spinners from Grossman will spin for finding herself unable to up to four minutes, unlike some others which the company claims only spin for around 30 seconds. Grossman has recognised the importance afford the $400 USD (£310) of ensuring that the manufacturing facility and bearing quality are of the in just 50 days, and so the fidget toy craze was born. renewable fee, and has not made required high standards, and that all product meets their stringent speed Zuru has recently been named as the exclusive UK a cent from the current craze. The original and spin requirements, as well as complying with appropriate safety distributors of the original Fidget Cube. “Zuru and Antsy patent abstract presents Hettinger’s spinner regulations. Labs are very excited to bring the original Fidget Cube as “A toy device which includes a centre dome to mass market in the UK”, says Renee Lee, marketing structure and a skirt is used as a spinning manager, Zuru Toys. “We have already seen phenomenal toy. It is designed to be spun on the finger to sales results and expect this to continue as the product provide enjoyment and entertainment for arrives onshelf. Zuru is built off of innovation, and we adults and children.” Despite losing out on think it’s extremely important to support our industries what could have been a sizable fortune from inventors and the new ideas they share with us on a sales of the toy, Hettinger insists she is not daily basis. You never know - they might just turn into upset. Speaking to The Guardian newspaper’s an incredible global trend like that of the current fidget Richard Luscombe, she is quoted as saying: craze.” “Several people have asked me: ‘Aren’t you So how did the partnership between Zuru and Antsy Labs really mad?’ But for me I’m just pleased that start? “Zuru, like many others, came across the concept something I designed is something that people after viewing the initial Kick Starter, closely monitoring understand and really works for them.”

Trends UK

H. Grossman

Toy World 40

Fidget Toys to the length of time it takes for product to arrive from China by boat, currently some four weeks, many suppliers have taken to freighting in shipments 02392 658259 | www.bladeztoyz.co.uk by air to shorten delivery times After announcing a partnership with Mattel earlier this year for Hot Wheels R/C in this time-sensitive market. Drone Racerz, Bladez is adding to its Hot Wheels offering and capitalising on the latest However, a number of airlines craze of fidget spinners. Hot Wheels will be the first brand to feature on the company’s have been reluctant to accept new collection of Bladez Spinnerz which will arrive in the UK from the middle of June shipments, including those and in time for the summer holidays. Targeting Hot Wheels fan aged six years and over, containing light-up spinners the Hot Wheels Bladez Spinnerz are an ideal brand fit, will offer five car themed designs with batteries, as these to choose from, to encourage collectability and playground swapping. More licensed are classed as “dangerous collections will be coming later in the year, including popular girls’ property Barbie. The goods”. Hot Wheels Bladez Spinnerz will come in counter display units, ideal for till points and Indeed, some retailers are will contain 12 pieces. They will be available on a first come first served basis so retailers are urged to pre-order now. already experiencing such high demand for spinners and other fidget toys that stock is running out within days. Rebecca Naish, The Entertainer’s head of marketing and licensing, commented recently: “We had a brilliant response to our promotional email last week and sold out much faster than anticipated. Our Finger Spinners landing page was the most visited page on our website and we’re doing our best to get our hands on more stock as their own acceptable quality levels in terms of quickly as possible.” component and design selection, plus the choice With retailers across the globe placing orders of factory or manufacturing partner as part of for large quantities of fidget toys, details the purchasing process. From a compliance have started to emerge that both fraudulent perspective fidget toys are no different to any activity and prices are on the rise. As Toy other toy – at a base level they will need to be World reported on the 9th of May, concerns tested for safety against EN71 as well as applicable have been voiced over Far East manufacturers requirements such as REACH.” asking for 50% upfront payments for orders He continues: “The quality of the manufacturing they potentially cannot honour, and wildly and material choices are variables decided at the fluctuating prices due to the cost of ball sourcing stage. For example; a steel ball could be bearings. a standard component but prone to rusting, or a One Chinese factory sent the following letter housing design could lead to breakages if it is not to a supplier: “The price in the market has gone strong enough. These factors have to be balanced crazy – an ex-factory regular spinner has gone against overall functionality, for example the up to RMB5.80. Frankly speaking, I dare not weight, size, and balance. The final price point make any quotation to you. Meanwhile, the and delivery schedules will also affect purchasing bearings cost has risen to an incredible level. decisions.” For current orders, even though we increased As mentioned above, delivery schedules should your price twice, we still need to review our be taken into consideration by retailers due to costs to take into account the huge increasing the number of potential pitfalls surrounding difference in the cost of bearings. We have transport which may affect the stock delivery. Due

Bladez Toyz

Toy World 42

stopped taking any FOB orders at present, due to the daily changes in price.” Of course, this craze may have fizzled out long before some retailers can actually lay their hands upon any stock, though several people have voiced a slightly more optimistic outlook. As reported by Toy World on May 11th, Richard Barry, Toys R Us executive vice president and chief merchandising officer, commented: “We think the overall fidget trend can be very sustainable. The lifecycle for any one product could be long or short, and only time

Zuru 01604 401 719 | www.zuru.com Zuru recently announced an exclusive worldwide agreement with Antsy Labs to manufacture and distribute one of the biggest Kickstarter success stories of all time, the Fidget Cube, to major retailers in the UK and other countries this summer. Fidget Cube is specifically designed for restless hands and helps users to focus. The six-sided desk toy is equipped with an array of addictive features including five clicker buttons (two of which are silenced), a switch to flick up and down, and a side designed like a gaming joystick complete with a satisfying gliding action. In addition to Fidget Cube, the company is launching the new Zuru Spinner, also from Antsy Labs. Made using four ball bearings, the toy can be spun through the user’s fingers, or over the top of the fingers. The Zuru Spinner is available in four colours. Zuru is excited by the licensing opportunities for the viral sensation, and is already partnering with Marvel to launch a range of branded spinners before Christmas.

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Fidget Toys can tell, but other products will come in and we think it will last at least the year.” Others aren’t so sure, however. Nigel Kemp, owner of Halesworth Toy Shop, commented: “I think it’s reaching the stage where the market for these toys will get flooded with products and everyone will have one. Personally, I don’t think crazes last as long as they used to. Loom Bands was a very short lived craze, for example, and this could be the same, but who can tell? We will monitor interest in the next couple of deliveries to see if things slow down.” Meanwhile, Lee Shawyer has the following advice for retailers: “I feel the standard Spinner craze will slow down once the schools break up for the school holidays but there will remain an appetite for Fidget toys. I think it will establish itself as a stand-alone product category, and we will see a resurgence in sales during peak Christmas trading, with retailers and their suppliers needing to innovate their product line to stay ahead of their competitors.” Perhaps unsurprisingly, schools have been quick to enforce bans on taking spinners into classrooms, with some even going so far as to ban them from campuses outright. In Devon, Jade Oliver reports: “I have spoken to the local primary school and college, and asked if they were allowing children to bring them in. Both of them have banned them because they are disrupting the classes - children are focussing more on the spinners than on learning.” But are these bans having a negative impact on spinner sales? Nigel Kemp doesn’t think so. “Around here, the spinners aren’t completely banned in schools – pupils are still allowed to use them during break times throughout the day”, he told Toy World. “I don’t think any bans being enforced have affected trade. Kids still use them after school, and they are so popular on social media that I think plenty of kids still want them.”

The Source Wholesale 01306 646 885 | www.thesourcewholesale.co.uk The Source Wholesale has seen a lot of twiddle toys enter the market. As the company has a customer base that demands quality products, it has focused on using precision bearings, robust construction, quality materials, and a sleek giftable packaging design. The company’s Twiddle Spinners are available in blue, red, black and white, and will spin for up to four minutes. Light-up and metal executive spinners are currently in production to freshen the category, and bring innovation throughout the autumn/ winter 2017 season, allowing customers to stay at the forefront of the trend.

Some would suggest that the move to ban spinners from schools will actually have the effect of making them even more attractive to pupils, and therefore enhance their popularity. With all the current hype around spinners and fidget cubes, it’s easy to forget that many other types of fidget toy are available. Begleri beads such the Trends UK Thumb Chucks, a variation on worry beads, comprise two weighted balls strung together, which can be flipped, twirled and entwined around a user’s fingers in a hypnotic fashion. Fidget rollers, tipped by some to be the next big fidget thing, can be tumbled and flipped across a desk or work surface, while magnetic balls, chain-link keyrings and even a crowd-funded fidget pen also crop up on a simple Google search. It’s worth remembering that the age of fidget toy consumers can vary greatly. “The spinner is definitely a younger end product as it has become a playground craze, whereas the fidget cubes are very much an executive or adult stress toy being purchased for, and self-purchased by, older shoppers”, says Lee Shawyer. Retailers wanting to target both children and their parents would

therefore do well to stock fidget toys which appeal to both groups. Unquestionably, the spinner craze has been a boon to the independent channel. Far more reactive than the major retailers, independent retailers not only spotted the opportunity earlier, but have been flexible enough to capitalise on the craze by sourcing product from a variety of sources. The subsequent cash – and profit – boost will have set them up nicely for the second half of the year, in addition to driving footfall and excitement. One retailer admitted it had not only brought new customers she had never seen before, but had encouraged some customers to come back to the shop that she hadn’t seen for years. So despite a few minor concerns over shoplifting, there is no doubt that the spinner craze has been a major boon for independent toy shops across the country. With a number of companies now producing high-quality spinners and other toys, consumers are assured a wide choice of safe, durable products that should last a long time, and keep their owners entertained – and fidgeting.

The spinner craze – a logistical challenge Toy World spoke to Charles Chait, of leading logistics solutions company ITD Global, about the logistical challenges presented by the speed with which the spinner craze exploded.

e are seeing tonnes of imports of fidget spinners at the moment, and have flights landing every hour at Heathrow and Manchester. As with all crazes, counterfeit products are an issue. We have come across a large number of counterfeit spinners being manufactured with ball bearings that aren’t up to UK standards, as they haven’t passed the necessary quality checks in China. We examine carefully the paperwork of any airfreight coming in from a trading standards point of view, and this benefits our customers as we only work with major UK manufacturers. Most legitimate importers will be facing this issue, and therefore will need to apply that extra screening step. Now that some spinners include LED lights, they have small, often lithium batteries. This takes the shipment from the realms of normal airfreight to what’s classed as a hazardous cargo. Shippers then have to supply extra documents and special licences in order to get them out of China. We are getting round this by flying out of Hong Kong rather than the China mainland,

where they are meticulous when it comes to paperwork and clearing shipments through customs. Hong Kong is more lenient, and although shippers still require certain documents it is easier to ship from there. However, it’s important to note that factories need to be completely compliant with regulations in order to not have any customs issues, either here or in China. Flight availability is also a factor as we reach peak season. People will always look for the cheapest price, so economy airlines are often completely full. This means that companies who were hoping to pay £1 a kilo are now having to pay more, simply to guarantee space with an airline. Retailers need to work with suppliers to plan accurate production completion dates. On many occasions a customer has been told a particular completion date, so we will book space with an airline, and once we actually speak to the shipper we find out they are running behind schedule, which has a knock-on effect. Suppliers have to manage a customer’s expectations; everyone wants to get in front of the big retailers with promises of quick delivery dates, but I’d advise them not to back themselves into a corner. Make sure the dates offered are accurate and can be met.

Toy World 44

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Fresh

FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. In June we have new releases from: Click Distribution, Playmobil, Posh Paws, Sinco Toys and Tomy.

Six sets make up new Playmobil Ghostbusters range 01268 548111 | www.playmobil.co.uk The new range is the first venture into an entertainment licence for Playmobil, and the launch is being supported by a national TV advertising campaign, as well as print advertising and PR. The new sets contain classic favourites such as the famous Firehouse Headquarters, Ecto-1 and the Stay Puft Marshmallow Man, plus Spengler and Ghost, Slimer with Hot Dog Stand, and Venkman and Terror Dogs. These sets feature beloved characters such as Ray Stanz, Dana Barrett, Winston Zeddemore, Janine Melnitz, Egon Spengler, and Louis Tully, plus other ghosts and ghouls. Within the Firehouse, kids will be able to prepare the team for the capture of

ghosts and store them in the Ghost Containment unit located in the basement. Characters can jump into action straight away thanks to their ability to easily be attached to the firemanâ&#x20AC;&#x2122;s pole. The Ecto-1 vehicle has the original siren sound and lights, plus space for up to four Ghostbusters figures as well as their proton packs, ghost traps, and other equipment. Everyoneâ&#x20AC;&#x2122;s favourite villain, the Stay Puft Marshmallow Man, is back within the Playmobil range. At over 13cm tall he towers over the other figures, and with his moving arms and rotatable hands he can grip other Playmobil accessories.

Toy World 46

Lightseekers trading card game Tomy 0121 336 155 | www.tomy.co.uk In partnership with global master toy licensee Tomy, PlayFusion has launched the Lightseekers Trading Card Game. The augmented reality trading cards are playable as a physical, standalone game and can also be used to enhance gameplay within the Lightseekers mobile game. The game is available for download in the US, UK, and Canada in the Apple App Store, Google Play, and Amazon App Store. At launch, more than 350 printed cards allow players to take control of a hero and use an arsenal of cards, featuring spells, creatures, items, and locations, to defeat their opponents. Each card is scannable by the Lightseekers mobile game to unlock in-game effects such as new spells, boosts, or even followers. The game is quick and easy to learn, but also provides great depth for advanced players. The card game is intended for two players, but supports as many players as users wish. Games typically last between 10-15 minutes, but can vary based on deck complexity, skill level, and number of players. The cards are available as Intro Packs, containing everything needed for two players to start playing; Starter Decks for individual player; and Booster Packs to expand players’ collections.

Despicable Me 3 plush Posh Paws 01268 567 317 | www.poshpawsinternational.co.uk With the summer’s most anticipated animation, Despicable Me 3, due to hit cinemas imminently, Posh Paws is set to bring the mayhem of Minions to stores across the country, with a range of all-new mini collectible plush toy characters from the film. The Mini Minions are 3” plush characters from the film. Included in the first wave are fan favourites Agnes, Fluffy the Unicorn and, of course, the much-loved Minions, all of which will retail at pocket money prices. A second wave of characters will be released later in the year to coincide with the DVD release, further adding to the collectibility and keeping the product line fresh. Part of Posh Paws’ extensive range of Despicable Me 3 plush products, the Mini Minions are perfect collectibles for all ages and all feature detailed costumes to emulate just how the characters look on screen.

Licensed Fashion Accessories

Scrambled Headz

Click Distribution

Sinco Toys

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Click has released its new range of licensed fashion accessories which includes Despicable Me 3, Paw Patrol, Shimmer and Shine, and Trolls. The exclusive range consists of hair accessories, gift sets, jewellery and keychains, all of which are expected to produce volume sales, given the popularity of the licences. With the highly anticipated Despicable Me 3 launching in UK cinemas this month, the company is confident that the demand for consumer products will top previous years. The licences Click have signed represent a strong portfolio, and the company looks forward to delivering a range of high quality fashion accessories to UK retail.

Sinco Toys has announced the launch of brand-new children’s pocket sized collectibles range, Scrambled Headz. The first series, which is due to launch at the end of June, consists of six different SKUs including Clown, Rapper, Caveman and Hula Girl, with a whole family for kids to collect. Using the detachable body parts and accessories, kids can assemble the Scrambled Headz, then scramble them up and make crazy combos from a wide range of possibilities, to create their very own egg collection. Suitable for three years of age and above, the product is perfectly shaped for little hands, and helps children to develop important learning skills, such as hand-eye coordination and role play.

Toy World 48

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Feature

Wheeled Toys

Free wheelin’ As retailers look for new ways to bring in higher price points, Casey Goodman finds out how the ability to customise and personalise wheeled toys seems to be a growing trend.

rom almost every school in the country to acts on Britain’s Got Talent, foldable scooters are still making an appearance under the feet of younger boys and girls, wanting to either perform breath-taking stunts or just cruise along the pavement. According to retailers, key trends in the wheeled toy market at the moment are the move towards lithium power for new items such as hoverboards, electric scooters, and skateboards, and new licensed products coming through. Phil Ratcliffe of MV Sports says MV is having a lot of success with licensed battery operated vehicles at the moment on key properties such as Paw Patrol, Batman, Cars 3, Thomas, Peppa Pig, and Transformers. “Scooters of all types remain volume sellers but margins are very tight due to cut throat pricing and cheap grey imports,” he said. “When a strong licence hits hard or a property turns evergreen it can result in sustained volume sales over the long term. Peppa, Thomas, Batman, and Disney Princess are good examples of evergreens whilst newer licences such as Trolls, Paw Patrol, and PJ Masks have come through strongly in recent months,” he added. Mark Wilson, MD at Plum, said that the company’s recent move into the scooter sector

has been a success. “Now that we offer the full Globber range, as well as No Rules and Muuwmi from Authentic, Plum is delivering a point of difference within the market. Lines from the Globber range include the award-winning My Free 5-in-1, a scooter that transforms between five stages, switching from a balance bike to a scooter for beginners. The range helps children develop and learn how to ride as the design grows with the child. We also have stylish scooter options for adults, which I can personally testify are a lot of fun.” The price point of wheeled toys also remains key amongst retailers. Suppliers believe that consumers are willing to pay more for a higher quality product. Danielle Barkley from Micro Scooters agrees with the theory, as she warns “buy cheap, buy twice.” “Although our products command a more premium price, people are realising that actually in the long-term, they provide value for money. We’ve had customer comments saying they’ve bought cheaper scooters and it’s just not worth it, so have come round to the Micro way of life because if you buy properly in the first place then it’s a long term investment, and scooters are a long-lasting toy. They get used every single day, they are on every single school run on a regular basis, and are still passed down from one child to the next because they have lasted so long.

Toy World 50

So although our products are more premium and more expensive, they last in the long-term, and in the long-term it’s a value for money solution.” Danielle said another of the features that allows Micro Scooters to command a premium price point is that the brand allows customers to personalise its products. The online Create Your Own scooter allows parents to choose the colour of the handle grips, the stem, and footplates, with over 110,000 possible colour combinations, along with various different print designs, to choose from. “It really allows a child to stamp their individuality onto our products, so rather than just being a tool for getting from A to B, it becomes a part of them,” explained Danielle. “Parents love being able to design something specifically for their child, and it gives them something completely unique and one-off that nobody else has,” she added. MV’s Phil Ratcliffe says the company also always likes to offer a little bit extra in its products. “Even our basic scooters have bespoke shaped plaques, extra decoration and additional features compared to some of our European competitors’ cheaper versions. I believe that consumers would be willing to pay more for certain products but we don’t often get the opportunity to prove that theory, as the majors often tend to list the cheapest available,” he said.

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Wheeled Toys

Mark Wilson concurred that Plum subscribes to this theory and was using it to stand out. “Whilst it is a very competitive category, the quality, design, featurerich products we’ve carefully chosen to sit under the Plum umbrella, offered at mid-price point, make us a real contender in the scooter market.

Launching into the new area of wheeled play has enabled Plum to continue to focus on providing active play possibilities for children to enjoy throughout the entire year,” he said. Although in the past, wheeled toys have mostly been associated with boys, in more recent times, it is interesting to see that actually the gender gap has closed somewhat. Phil Ratcliffe said MV has noticed that girls tend to embrace licensed wheels more than boys and stay in licensed wheels for longer. Boys have more choice in terms of both licensed and generic/ branded wheeled products but tend to move onto specification and performance at an earlier age than girls. However, at Micro Scooters, Danielle said that the company has always seen an equal 50:50 split of scooters bought for boys and girls, possibly because it aims to provide products for the whole family. “We are a massive fan of helping mum and dad by giving them the product that will enable

Razor sharp What are your key new introductions in the Wheeled category this year? Razor’s Hovertrax 2.0 continues to be a major focus for us – this will be our first full year marketing the product having launched just prior to Christmas. This hoverboard features a propriety LG lithium-ion battery and EverBalance technology. Designed to be suitable from age 8, it features both ‘training’ and ‘normal’ modes addressing the needs of both expert riders and beginners. The lithium-ion can also be seen in another forthcoming launch - the RazorX Cruiser electric skateboard. This new introduction addresses a growing demand for electric skateboards, while achieving a far more accessible price point than many of those currently on the market.

What is the advantage of lithiumpowered technology? Lithium-ion has around three times the energy density of a NiCad or nickel-metal-hydrate cell.

Toy World spoke to Re:creation’s Katy Fletcher about key developments for the Razor brand.

Its incredible power-to-weight ratio makes it possible to achieve a sleek and compact battery pack design. A product such as a hoverboard would be impossible without lithium-ion batteries, as the very nature of the product design necessitates a more compact but powerful energy source. In the case of our new RazorX Cruiser electric skateboard, lithium-ion power offers ultimate performance without the bulk and weight of other types of battery, leading to a nimbler ride all round. Lithium-ion batteries are also quicker to charge than many other types of battery and their energy to size ratio enables longer run time in a much smaller unit than historically possible.

How will you be communicating this to consumers, and how can retailers help to get that message across? When it comes to communicating the benefits of its application in ride-ons, we’ll be working with retailers to provide clear and easy-to-understand point of sale and our packaging will reflect this too. Safety too will be high on the agenda in communicating with both retailers and consumers: Razor has been an active participant in the

Toy World 52

them to get out and be active as a family. We talk about our scooters providing a family with the tools that are made for adventure, that’s what our products are all about,” she said. Over the next few pages, Toy World presents a selection of the hottest wheeled toys from a range of different suppliers.

development of a UL standard that addresses the electrical and fire risks of hoverboard products as a complete system – UL 2272. At the current time, this is the best available standard, though it is expected that the EU and UK will look to issue their own standards in the future, with the UL 2272 standard as a reference point.

Will consumers be happy to pay the extra to have a better product? Lithium-ion is the only real choice for some types of ride-on such as hoverboards or electric skateboards – products where energy density and compact size are essential to performance. The technology does come at a premium price, although it is becoming more accessible. This is where quality of product is key. These are big ticket items – consumers want to know they are getting the best performance for their cash. For other types of ride-on, such as electric scooters, there will continue to be a range of other battery options to enable consumers to make an informed choice from options based on their budget.

Wheeled Toys

Little Tikes 08450 533 333 | www.littletikes.co.uk Little Tikes continues its development in the Ride-On category with its Trikes and the Fold’n Go 5-in-1 Trike, which has been designed to provide maximum portability with its compact fold, fully adjustable sun shade, and reclining seat. The Trike has all the features of the 4-in-1 Trike with innovative extras including a 3-position reclining seatback, height adjustable canopy, and perfect fit technology which means the soft and stylish seat is movable with the flip of a switch. The Cozy Coupe range has over 10 variations to choose from. Spring 2017 sees an addition to the ride-on range, the Little Tikes Princess Horse & Carriage – the ultimate princess fantasy brought to life. With a white horse at the front for imaginative play, this carriage also comes with handle reigns which can be rotated for use by parent or child and also makes a lifelike clip-clop sound when on the move. The Lean to Turn Scooter has a three-wheel design, easy-touch brake, and soft rubber handlebars, making it a safe and sturdy ride. The scooter has an extra wide base for better control, a low to the ground deck for easier balance, and a quick release handle for easy storage. The Lean to Steer teaches children balance and co-ordination, and is available in six bright and bold colours.

MV Sports & Leisure 01217 488 000 | www.mvsports.co.uk MV’s new PJ Masks range includes a 12” bike, tri-scooter, and helmet with further development in motion. Cars 3 will be in cinemas in July 2017, and MV Sports has wheeled toys to support the property including the award-winning Lightning McQueen 6V battery operated car. MV also offers a Paw Patrol product range, including battery-operated ride-ons, bikes, and traditional ride-ons. Alongside these new licences, MV has a huge collection of classic evergreen brands such as Disney Princess, Thomas, and Peppa, with complete category cover including scooters, bikes, and battery-operated vehicles. The company has also upgraded the new 6V Batmobile for 2017 with a more contemporary look, and strengthened its boys licensed roster; Power Rangers, Transformers, Star Wars, and Avengers lines cover all bases for older boys. MV’s own brand portfolio has been expanded in 2017 with a slick refresh on Stunted, which features the upgraded Urban XT stunt scooter packed with high specification parts and stronger box deck sections. Hover boards, the futuristic lithium powered wheeled concept, is a category that is still highly sought after amongst older kids and teenagers. MV’s own hover board, the Electrick IO Glideboard, is the original patented design (as part of its exclusive distributorship with IO Chic) and is packed with features to guarantee the user a safe and fun ride.

Toy World 54

Plum 0344 880 5302 | www.plumplay.co.uk Plum now offers a world on wheels with new scooter brands. It has secured an exclusive UK distribution deal with Globber Scooters who is an international brand recognised for innovation and design. Plum now offers the full range from Globber for all ages including new products from its award-winning Evo 5-in-1 adaptable scooter range and new electric scooter. The One NL series with its patented one second folding system is positioned to Millenial adults offering a fast and practical solution for getting around on a daily basis. In addition to this, there’s the Elite series with its light up wheels and flash on the front. To complement the new product category, Plum has also secured distribution rights from Authentic Sports for scooter ranges No Rules and Muuwmi. This is the first time that the Authentic brand has been made available on the UK market, having already successfully taken the German and French markets by storm. The Muuwmi brand offers a diverse product range with scooters for any age, where as No Rules provide urban designs for teenagers with its fun use of graphics, lights, larger air tyres, double suspension, and patented locking feature.

World's most advanced kids Car

New Release

Accept small order. Shipping from warehouse in Belgium.

â&#x20AC;˘Analog dynamic panel

The sophisticated design, state of the art mechanism, the maximum level of safety, and the smartest technology, HENES certainly deserves to be entitled the ultimate toy of wonders. Every aspect of HENES perfectly displays the identity of a real car. Not just a car, it is a supercar for your kids.

www.henesworld.com biz@henes.co.kr Made in Korea

World’s 1 st fulltime 4WD SUV T870 • T8 Sports

●Double wishbone suspension gives maximum driving fun ●Outstanding safety features ●Various options available for customers

Color :

Fulltime 4WD

Double wishbone Suspension

Variable resistance system

Li-ion Battery (Optional)

Urethane foam Tire

4 point seat belt

Bluetooth remote controller

Tablet PC or analog panel

Head & tail Lights

openable bonnet and doors

World’s 1 st Noiseless Luxury Sports car F850 Silky • F8 Sports

●Most quiet car in the market. ●Free your kids from loud noise ●Various options available for customers

Color :

Bluetooth remote controller

Tablet PC or analog panel

Noiseless FWD

Double wishbone Suspension

Variable resistance system

Li-ion Battery (Optional)

Urethane foam Tire

4 point seat belt

Head & tail Lights

openable bonnet, trunk and doors

Wheeled Toys

Simba Smoby 01274 765030 | www.simba-dickie-group.de/en Micro Scooters 01206 381 334 | www.micro-scooters.co.uk The Deluxe range of scooters from Micro Scooters covers all stages of childhood, from the 3-in-1 Mini Micro ride on, which is suitable for pre-school children right up to their first day at school, and the Mini and Maxi Micro deluxe scooters which are suitable for older children. The Mini Micro Deluxe scooter is the original childrenâ&#x20AC;&#x2122;s scooter. The Deluxe version has been redesigned and reengineered and now features an adjustable handlebar, anodised stem, and a silicone raised footplate. All this means the Mini Micro Deluxe scooter is now suitable for pre-school children. Micro Scooters also offers a range of accessories, including helmets, bells, lights, ribbons, and mini backpacks, all available in various designs so children can personalise their scooter. The company also offers a Create Your Own scooter, available online, which allows parents and children to personalise scooters by choosing the colour of the handle grips, stem, and footplate, with over 110,000 possible colour combinations to choose from. Scooters can also be personalised with patterns and designs to suit a range of interests, from dinosaurs to doodles and flowers. Micro Scooters will be showcasing at a range of events this year, designed for families and children to trial the scooters together.

The Be Move licensed trike collection offers parents and their little ones an outdoor ride with their favourite characters. Masha and the Bear, Disney Cars, Frozen, Lion Guard, and Disney Princess make up the collection, making this a catch-all range for the most popular pre-school properties. At a reasonable price point, the Be Move trikes are sturdy and durable with a storage facility also incorporated for added value.

Re:creation 01189 736 222 | www.recreationltd.co.uk Hovertrax 2.0 continues to drive strong interest for Re:creationâ&#x20AC;&#x2122;s Razor brand, and the company is also set to further harness lithium-ion power with the Cruiser electric skateboard. Bringing skateboards firmly into the 21st century, the RazorX Cruiser lithium-ion powered electric skateboard is a high performance ride that is accessible to more riders than ever. With geared rear wheel drive, this ride-on can reach speeds of up to 10mph and provide up to 40 minutes of continuous use. Hovertrax 2.0, launched just six weeks before the end of the year, was ranked by NPD third by value in the scooters, skates and skateboards category for Q4 and ninth for the full year. It has also proved a hit this spring on leading vlog channels ToysAndMe and Famtastic, with videos showcasing the product clocking up millions of views to date. With its exclusive EverBalance technology, Hovertrax 2.0 is the only hoverboard that auto-levels for the smoothest ride possible. With a cruising speed of 8mph, it features two riding modes, including a training mode to help build rider confidence. Joining the Power Core electric scooter line-up this summer, will be a Power Core E100 in bold pink, reaching speeds of up to 11mph and offering up to 60 minutes of continuous ride-time. Crazy Cart Shift has opened up drifting to a slightly younger age category. The range will be showcased in a series of events taking place in the second half of the year.

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Wheeled Toys

H. Grossman 01416 132 525 | www.ozbozz.com HGL’s Cosmic Light and Lightning Strike scooters have been updated with brand new decks and packaging. The company is also introducing a revamped scooter offering for 2017 with over 50% of the range updated with new themes and new packaging. This year sees a selection of new lines from the Ozbozz brand, including the new Twist and Fold Scooter, available in three colourways, with four wheels, and a height adjuster which folds away. The Lightburst scooter has a solid feel and an array of lights on the deck which stay on as long as kids are scooting. For scooter specialists there is the robust, tidy and tough Torq range. Designed to carry up to 100kg in weight, and aimed at the older, more experienced enthusiast, these scooters have been designed with a tough aluminium chassis and a non-adjustable one piece T bar system. The high strength steering bar is fitted with a triple stacked clamp for extra strength, and has a 360 degree rotational mechanism for high impact turning. My First Scooter is available in new colours for 2017. Moving from four wheels to three, and then to two, this training scooter grows with the child. Top licences across wheeled products, including skateboards and satchel skateboards, are Emojis and Power Rangers.

HTI 01253 778 888 | www.htigroup.co.uk With the highly anticipated Despicable Me 3 movie releasing at cinemas from end of June, HTI is launching an extensive range of wheeled toys and accessories for autumn/winter 2017 featuring graphics and character artworks of Gru and the Minions. Spider-Man Homecoming hits the big screen from 7th July, and to support the release the company is offering a full collection of wheeled toys in movie-style graphics. The range includes the Spider-Man go-kart, electric scooter, quad bikes, and a motorbike. For pre-schoolers, the company’s Blaze and the Monster Machines range includes a three-wheel and in-line scooter, balance bike, 10” and 12” bikes, as well as a battery operated quad bike for rugged, all terrain early adventurers. The company’s wheeled offering also includes brands such as Shimmer & Shine, Num Noms, and Bing, as well as Disney favourites Frozen, Descendants, Toy Story, Disney Fairies, Sofia the First, and Doc McStuffins. The company has its own in-house range of high spec scooters and accessories for kids of six years and upwards. The Rïpp R500 and Dirt Rider scooters offer solutions for both track riders and all-terrain. With refreshed packaging and a spec to match that of its class leading rivals, Rïpp scooters offer value for money, and positon Rïpp as a range for riders that are serious about scooters, all year round.

Hy-Pro 01582 670 100 | www.hy-pro.co.uk Hy-Pro has a variety of new products launching for autumn /winter, including a move into a new and upcoming market and the expansion of the established Flyte brand. This summer will see the launch of Zinc’s new Smart range. The Smart A will be Zinc’s first venture into the power board market, with its Smart Kart also making its debut at the end of July. The Smart A features innovative new technology, including a lithium powered battery to aid efficiency and power the Smart A for longer. The power board is also fully UL certified. The Smart Kart is universal, meaning it can fit most power boards and offers an alternative to the standard way of riding. As a rapidly growing brand, Flyte’s target market has expanded and a new model has been highly requested by parents with slightly older children. In addition to the Mini and Midi Flyte case scooters, the Maxi Flyte will be launching this summer. The Maxi is designed with kids aged 8+ in mind and, unlike the hard cabin case, converts from a scooter into a stylish backpack. This makes it suitable for commuting, riding for leisure, or for long trips and holidays. When converted to a backpack, the Maxi Flyte is lightweight and easily carried. Flyte aims to keep revolutionising travel, to make it easier for families, by catering to children of all ages. To support these new launches, Hy-Pro also has plans for video content to showcase the Smart A, Smart Kart, and Maxi Flyte. It plans to launch VOD campaigns in the last quarter of the year, with the aim to broadcast on mainstream channels to reach families across the UK.

Toy World 60

Wheeled Toys

Henes www.henesworld.com Henesâ&#x20AC;&#x2122; T870 battery operated ride on supercar offers a high level of comfort and safety for kids as they drive down the road. The T870 has independent wheel controls, which increases its range as well as enabling greater control. The interior includes comfortable four-point bucket seats, as well as speed and brake controls. The brake, rear and front lights work just like those on real cars, and so do the indicator lights as the driver takes a left or right. The vehicle includes a Bluetooth remote controller, and the bonnet and doors open to give a realistic play experience. The T870 can be driven up to 8km/h. It comes equipped with high-quality shock absorbers and individual double wishbone suspension, to make it easy to ride on both smooth and uneven terrains.

OFFICIAL AND EXCLUSIVE DISTRIBUTOR OF GLOBBER AND AUTHENTIC SPORTS SCOOTERS IN THE UK

ONE NL Full Globber range now available

To request a catalogue or schedule an appointment to see our full range email enquiries@plumproducts.com or call on 01522 737136

00459_Toy World Ad.indd 1

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15/05/2017 17:07

Company Profile

QATC

Keep the customer satisfied Toy World spoke to QATC’s Nigel Lister and John Waiting about the value of employing an effective Customer Service Operation, and how it can help everyone in the supply chain - suppliers, retailers and consumers. How do you feel the customer service function is perceived by suppliers? Nigel: Customer service is one of those back-office functions which can often be taken for granted, yet it remains a crucial element in the marketing mix of any business. In the current economic climate, where the drop in the sterling exchange rate has had a major impact on every level of the toy market, implementing best practice customer service procedure can go a long way to redressing the balance. John: Effective customer and after sales service helps to prevent and solve problems. We continually feedback information from consumers to our clients enabling them to improve and refine their customer propositions. The cost of an internal service department can be eliminated, returns can be significantly reduced and additional profit generated from the sale of spare parts. Most importantly, brand integrity and consumer satisfaction is enhanced. I believe that the benefits far out-weigh the costs.

What can happen if customer service is neglected? John: Bad customer service not only hurts UK companies financially (some estimates suggest as much as £376bn annually), but the damage to the company’s brand and reputation can be far reaching, especially in the age of social media, where grievances can easily be spread far and wide in an instant.

Nigel: Consumers are any company’s most effective marketing ambassadors; professional customer care is the start of the relationship with the customer – it is a low cost, high return element within the marketing mix.

Why use an outside agency rather than handling the customer service function in-house? Nigel: Even in the best-planned business, something will go wrong at some stage. It’s how you handle it that counts. At QATC, we have built -up a vast reserve of knowledge which enables us to deal with a wide variety of issues. We understand warranty procedures and safety standards, and we have built up extensive experience of dealing with disappointed customers. John: It’s difficult for a company to predict what reserves it will need and when it will need them. As we specialise in this area and work with many clients, we can absorb the peaks and troughs, meaning our clients only have to pay for the resources they use. Nigel: Our mission is to be an invisible, seamless extension of our clients’ business and brands; the retailer and consumer shouldn’t see any difference from dealing directly.

Can you give us a bit of background on QATC? Nigel: The company was founded in 1993 as a toy safety consultancy, so it has a rich heritage in the safety and testing field. We have 14 permanent staff, who between them have over 100 years of experience in the

children’s leisure products industry. We also operate a multi-lingual call centre, where we have people who are fluent in French, German, Spanish and Italian. John: In 2016, we managed over half a million consumer enquiries, processed and shipped over 80,000 orders for parts and, overall, managed in excess of 100,000 different products and parts. We also generated almost £2m of revenue in parts sales for our clients, and we generally reduce their return rates year-on-year.

Which toy companies do you currently work with? John: We partner with manufacturers and own-label brands, covering a wide variety of products across the entire spectrum of retailers, from mass market through to independent specialists, plus of course, their end consumers. We’ve worked for over 10 years with Vivid, Leap Frog, Trends, Feber vehicles and Sportspower trampolines and outdoor. We believe we have made a valuable contribution to the growth and success of these companies. Nigel: We’ve also worked hard to forge close links with the customer service departments of all the main toy retailers - our retail customers include Amazon, Argos, Asda, Sainsbury’s, Hamleys, Tesco, B&M, Shop Direct, Smyths, Toys R Us, The Entertainer, Toymaster and Mothercare. John: We’re even monitoring social media for some of our clients now; we’re their eyes and ears in the social media arena, so we can pick up on any problems immediately and deal

Toy World 62

with them effectively, before they spiral out of control.

In terms of product compliance, what are the benefits to brands and the consumer of an effective consumer service operation in the UK? John: In my experience, agents and distributors rely heavily on factories when it comes to product compliance, safety and preparation of product technical files, including important safety assessments. The fall in sterling, resulting in pressure on both price point maintenance and volumes - compounded by Chinese factories migrating inland and north - is not an ideal recipe for on-going product integrity. Ultimately, we are likely to see an increase in the number of product issues arising in the UK and reaching the consumer. This trend accentuates the need for a reliable consumer support service, especially in product sectors where the potential for incidents is high such as trampolines, swings, wheeled toys and battery-operated products.

What do you see as the key benefit to a toy company of engaging QATC to handle its customer service function? Ultimately, our role is to help to keep costs down for everyone in the chain. If return rates are too high, they just get added back into the cost structure and, ultimately, passed on to both the retailer and consumer.

Tel: 01702 20016 www.qatc.co.uk

Feature

Arts & Craft

On the make Casey Goodman finds out how the Arts and Crafts category is faring and what is influencing retail selections.

raft kits have continued their dominance of the arts and crafts category so far this year, making up more than half of the sales across the whole category. According to NPD data, Craft Kits is the largest subclass within Arts and Crafts, accounting for 52% of value sales (YTD April 2017), with Reusable Compounds 28%, Mechanical/Digital Design 9%, Paint Kits 4%, with Powered Appliances and Food Mixes 4%, and Sculpture Kits/Supplies 3%. Some suggest the growing popularity of social media websites, in particular Pinterest, could be having an effect on the category. On the one hand, it could be a cause for concern as the websites offer inspiration and tutorials for people to use household items as a cheaper alternative to buying toy sets. However, on a more positive note, social media is becoming a word-of-mouth sharing platform, so parents and kids can see and share not only the products in their original packaging, but also the designs and quality of them once they are completed. Oliver Williams from Make It Real explains: “Young consumers are more trend aware than ever, so being relevant and fashionable is just as important as being right on price. Pinterest is fantastic, but importantly it challenges manufactures to produce excellent content. Making product that will look beautiful when built is more important than ever in a world where disappointing end results can be circulated at the click of a mouse - this is one reason why we spend the time developing a truly supportive app that assists users at all levels of proficiency.” Gavin Holden from Blue Sky Designs commented: “I think the increase in popularity of such websites has certainly boosted people’s interest in crafting and has had a positive effect on parents encouraging their kids to get more creative; with “how to” videos and ideas for rainy days at your fingertips, it is easier than ever to access ideas. I’m not so sure how much of a direct impact that has on our own licensed art and activity ranges, as they tend to be driven more by the demand for a specific licence. I could imagine it having a much

bigger impact on generic crafting.” It’s not just social media that can potentially boost sales figures. Some retailers have reported increases in sales at key times of the year, particularly during school holidays. Gavin commented: “We find performance on price point varies throughout the year, it can be quite seasonal, the bigger sets do very well for us around Christmas and the summer holidays, and the lower price point products work well as part of an all year round offering. We feel this is due to customers willing to spend more, or wanting more time consuming activities, during key holiday periods.” Nigel Kemp from Halesworth Toy Shop says that he stocks a wide range of arts and crafts products in his store, and also finds that it is quite seasonal. “We sell the lower price points, and see a lot of products bought for presents, especially John Adams crafts which simply fly off the shelves for birthdays and parties,” he added. However, Jade Oliver of The Toy Shop in Okehampton observed: “Arts and crafts products do well for me all year around, so there are no real spikes in sales figures. The Brainstorm range is selling particularly well at the moment. For Christmas, I bring in higher price point items on the products that have sold well throughout the year.” Similarly, Oliver observed: “I don’t feel that sales in arts and crafts are seasonal in the way that sales of paddling pools are However, keeping in step with seasonal shifts of taste is crucial for sure, as is being imaginative. As well as seasonal sales boosts, there is also a lot of variation with price points in the category.

Toy World 64

Retailers have commented that customers tend to have a “you get what you pay for” approach when it comes to arts and crafts toys, and they seem to be happy to pay for the higher quality, as Jade Oliver explains: “A lot of our customers really like good quality craft toys because it gets children doing and making things, and you get the final products at the end of it that don’t just get put in a drawer by mum. I’m always looking to introduce new and different brands into the shop that are not seen anywhere else, and my customers like that.” Jade said she stocks the Apple to Pears gift tins which have a higher price point of £10, but when customers were asked if they would prefer the shop to stock products with a lower price point, they said they would rather pay more and get a higher quality item. However, Nigel Kemp finds that price points over £10-12 results in less volume being sold. Oliver commented: “Our range sits between £5 and £25 retail, and traditionally sales of higherpriced items increase towards Christmas. It’s important to know what you’re about and deliver to expectation. We offer a premium quality product and the experience will still be premium even with kits selling at £5. Our opening pricepoint products contain components to make three beautiful items of jewellery, tattoos, a magazine, full colour instructions and an app where you can learn, share and be inspired; that’s great value.” Over the next few pages, companies with products in the arts and crafts category have displayed a selection of their latest introductions.

No.1 mechanical design property*

12m+

Little Puppy Aquadoodle Starting little ones creative play journey!

NEW

Call the sales department on 01392 281 928 or email ukcustomerservices@tomy.com

*Source: NPD 2016 EpoS Value sales

THIS AW17

Arts & Craft

Tomy 01271 336 155 | www.tomy.com With over 15 years of quality and success in the market, Aquadoodle remains number one property in the mechanical design category. For 2017, Aquadoodle will continue its sales momentum with the introduction of exciting new top licensed mats. Aquadoodle has also extended the core range with the introduction of the Little Puppy mat to capture the 1st Birthday market and to offer a product that will allow children to begin their creative play journey from 12 months. Children can fill the Little Puppy Stamper with tap water, stamp on the magic mat and see paw prints and designs appear. Any water that does run off the mat runs clear. The easy-grip puppy helps encourage first mark making by stamping and gliding across the mat. There is no mess, no ink, no stains, as once the water has dried drawings fade away, ready to start again. The Super Colour Deluxe model, which introduced new colour technology to the existing range, continues to brighten up playtime. Simply fill the Aquadoodle pen with ordinary tap water, run the nib over the magic mat and see the neon colour appear. Included in the set is a paintbrush which lets children make broader neon strokes, as well as three stampers. The designs around the edge pick up the neon theme, brimming with ideas to copy and inspire creative designs of their own. The 75 x 95cm mat folds for easy storage, and there is also a no-spill water container.

Kidicraft 01282 500 899 | www.kidicraft.com

Hape 0845 6000 286 | www.marbel.co.uk

Pink Elephant Stationery products include quality pencils, each with a colourful eraser on the tip and a range of separate erasers. The pencils offer a choice of eight tops with everything from mini hot dogs and post boxes through to farm animals and dinosaurs. There are 10 different erasers to choose from, each of which is larger than those that come with the pencils. There are light bulbs, toothbrushes, various toothpastes, rainbows, larger hot dogs, and dice, as well as more farm and zoo animals. The dice can even be used alongside any board game. Each product comes in a clear tub of 18 pieces for easy display. With trade prices of only 35 pence per eraser and 50 pence per pencil, this comical but low value and high margin range is a suitable pick-up item for placement near pay points of both toy and gift retailers.

Hapesâ&#x20AC;&#x2122; all-in-one Proud Peacock Embroidery Kit is designed to prise little ones away from the computer and television screens, and into something crafty. Designs can be taken in any direction, creating a unique colour pattern. Kids can stitch their very own preening peacocks, and once complete, hang up their masterpiece to admire for years to come. The set encourages artistic fine motor skills, while developing and inspiring creativity and play with every stitch. The King of the Jungle Sand Art set allows kids to create their own artwork with seven colours of sand and a wooden base featuring the outline of a lion. The process is easy and mess-free. With the assistance of their parent or guardian, kids simply plan their design and colour combination, pour sand over the desired area, spread it around, then shake off the excess. The set encourages artistic skills and development, whilst inspiring creativity and play.

Blue Sky Designs 01133 879 670 | www.blueskydesigns.co.uk Blue Sky offers a vast array of arts and crafts products, from licensed crafts sets to individual stationery packs. Its key licences include Star Wars, My Little Pony, Go Jetters, and Hey Duggee. The My Little Pony movie is set for release this October, and as a result is Blue Skyâ&#x20AC;&#x2122;s biggest licence in the arts and crafts category at the moment. The My Little Pony art packs are available in three different sizes, the small 42-piece Carry Art Studio, the medium ArtStudio, and the large 68-piece Jumbo Art Set, which becomes a fold-out carry case containing colouring pencils, wax crayons, and paints. Blue Sky has also launched a new activity format this year called The Art Box which folds out flat, and contains colouring pens, stickers, and a note pad, suitable for younger children. Its pre-school licences includes Go Jetters and Hey Duggee. Products include the Carry Field Pencil Cases, which are user friendly for toddlers, and come complete with felt tip pens, colouring pencils, and stickers. Art boxes are also available with these licences.

Toy World 66

Arts & Craft

Epoch Making Toys 08435 574 062 | www.epochtoys.com Epoch Making Toys has several new licensed products available in its Aquabeads range, including the Cars 3 Playset which will launch this June. Aimed at crafty, creative younger kids, there are now three varieties of Aquabeads: Solid Beads, Jewel Beads, and the newly released Polygon Beads. The colourful beads are suitable for those who want creative fun without the mess of glue. Simple and easy to use, children can arrange the beads into a pattern on the specially designed layout tray, spray with water, and they dry in seconds. Aquabeads are a great activity for a younger child and parent to do together, or for slightly older children to make on their own. Available from June, the Cars 3 Playset comes with over 1,000 coloured beads, a layout tray, multiple templates, and a spray. The templates feature popular characters including hotshot racer Lightning McQueen and new speedster Cruz Ramirez; they can be used repeatedly, ideal for children with big imaginations and creative minds who want to create their own designs.

GP Flair 0208 643 0320 | www.flairplc.co.uk

Jumbo Games 01707 289 289 | www.jumbo.eu New to Jumbo Games children’s licensed creative play range is the Disney Cars 3 18-piece Puzzle & Colour Box Set. Included inside the box is a large double-sided jigsaw puzzle with a brightly coloured image of Lightning McQueen and Cruz Ramirez. Once the puzzle is completed, flip it over to reveal the black and white image to colour in using the crayons provided. The 18-piece Puzzle & Colour box sets are also available for Bob the Builder, Disney’s Minnie Happy Helpers, and Peppa Pig. There is also an extra-large 24-piece Puzzle & Colour travel bag set available for Peppa Pig. New to Jumbo’s Creative Educational range is the new Dessineo Learn to Draw box set that launches this August. This educational drawing aid provides step-by-step techniques to draw and create masterpieces, rather than just tracing finished pictures. The Dessineo Learn to Draw is designed for younger children, providing simple shapes as a stencil and a wide variety of drawings such as animals, vehicles, fantasy characters, buildings, and more. Dessineo features a light up projector that creates an outline of the stencil shown on the transparent picture discs, aiming to make it simpler to draw accurately around the lines whilst enlarging the picture on the stencil by more than 200%. The product launch will be supported with a branded microsite that will allow parents to download new background designs to use with the 30 drawing templates provided.

GP Flair’s Cool Create collection of brands has a whole host of new launches. The new IDO3D 3D Print Shop opens up a new world of creative possibility with its innovative function. The machine lets children create 3D models, collectibles, or clone any small item in incredible detail. From figures and toy cars, to charms and bricks, there is no end to what can be cloned and created in the 3D Print Shop. Kids can create items using the pre-made moulds or replicate objects by creating their own moulds using the Formula 4D blocks included. Fresh for summer 2017 is the Mr Frosty Choc Ice Maker; the all-in-one toy has everything needed to make choc ices at home. The set comes with four 3D Mr Frosty snowman moulds, two 3D penguin moulds, ski pole choc ice sticks, and an igloo mixing and drying station. There is also the new Mr Frosty ice lolly factory called Fruity Hoops. Fruity Hoops lets families make rainbow effect multi-fruit ice pops by squeezing their favourite fruits in the juicer and pouring into the moulds to freeze. Another foodie line from GP Flair is Shaker Baker. Taking inspiration from the classic heritage brand Shaker Maker, Shaker Baker is a way for retailers to appeal to the nation’s love of baking. By simply adding ingredients to the Shaker Baker, shaking and microwaving for 50 seconds, kids can make cupcakes in a matter of minutes. There is also the new My Little Pony Shaker Maker. Also available will be the Cool Cardz Design Studio in autumn/ winter 2017.

Toy World 68

Arts & Craft

Casdon 01253 608428 | www.casdon.co.uk Bringing traditional arts and crafts into the home is Casdonâ&#x20AC;&#x2122;s Wooden Easel. Not only does it encourage children to create and show off their artistic masterpieces, it also helps with fine motor skills. The traditional Wooden Easel houses a chalkboard surface on one side and a wipe-clean magnetic side on the other, for no mess drawing. Children can use the chunky chalk included to create their masterpieces, or hang paper for colourful drawings using the contained clips to make sure their works of art stay in place.

Brainstorm 01200 445 113 | www.brainstormltd.co.uk 2017 sees the launch of Craft Time â&#x20AC;&#x201C; Brainstormâ&#x20AC;&#x2122;s new own brand collection. The first product range to launch is the Mosaics range which comes in varying sizes. Easy to complete and with twelve projects to choose from, these products include shiny, colourful, sticky foam mosaic pieces. There are six mini mosaics including unicorn, pony, kitten, dragon, angelfish, and dolphin pictures, and three large mosaics including fairy, princess, and mermaid designs. There is also a three-in-one Mega Pack and My Pretty Journal, which features 150 pages, 500 mosaic pieces, and plastic gems. My Pretty Jewellery Box completes the collection and includes over 1400 mosaic pieces, a butterfly design, open lid top compartment, and two drawers.

Golden Bear 01952 608308 | www.goldenbeartoys.com

Bertoy 07748 150 906 | www.bertoy.com Exclusively distributed by Bertoy for the UK, Snails Nails makes nail painting fun, safe and mess free. Other water based polishes still require harsh chemical makeup removers, while Snails Nails lets kids decorate their nails without touching potentially harmful substances, and without staining clothes or carpets. Snails Nails dry in just three minutes and are non-toxic, hypoallergenic, biodegradable and free from preservatives.

Golden Bear is bringing a brand new concept to the arts and crafts arena. Paint-Station is a stackable, gravity-defying paint pod range which enables children to paint mess free anytime and anywhere. It is available in a range of vibrant colours, including dual-coloured pods for mixing, and the Paint-Station range provides a washable, no-spill creative play solution for younger children, meaning kids can get creative, but parents can relax. Using gravity-defying technology, the compact and stackable paint pods are proven not to drip, even when held upside down. The wider range will also include Glitter Paints, a Table Top Easel, Mini Rollers, Fingers and Nibs, and a portable, travel-friendly On the Go carry case. The range will be supported by TV advertising and an influencer campaign from launch.

Toy World 70

MORE BEADS FOR YOUR MONEY! Contains

10,000 beads & pegboards

Contains

4,000

beads in 15 different colours

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Arts & Craft

Melissa & Doug 0800 731 0578 | www.melissaanddoug.com This year, the company introduced its mission to Take Back Childhood — to make it a time for the kind of curiosity, creativity, and unstructured free play that will help children realise their full potential. With this focus on bringing imagination to life, the company’s arts and crafts range plays a key role. Easy-to-use art supplies and simplified, confidence-building craft kits have been designed for kids to express themselves, no matter their skill level. There are ready-to-decorate projects such as the new Decoupage Made Easy assortment. Children can press the patterned, pre-cut stickers onto the paper-mâché animal figures and coat with glue. The Stained Glass Made Easy products let children create luminous works of art with simple peel-and-press stickers, then hang them with the included suction cup. The Decorate-Your-Own line gives kids a way to add personal touches to crafts in various themes, from princesses and flowers to race cars and monster trucks. Melissa & Doug also offers crayons, paints, specialty papers, kidfriendly easels, and more.

Character Options 0161 633 9800 | www.character-online.com Oonies is a new property joining Character’s creative play portfolio; they are inflatable mini balloons that stick together, so children can make a variety of characters and create games and challenges. The entry point to the range is the Oonies Inflator Starter Pack which comes complete with an inflation chamber for children to add their pellets and inflate. Also included are a number of coloured pellets and connectors, plus various accessories for kids to customise their creations with eyes, ears, and more. For even more creative possibilities, there are Themed Refill Packs and a Mega Refill Pack with extra pellets, connectors, and accessories. Launching this month is Cutie Stix, the all-in-one activity which allows girls to create bracelets, necklaces, and more from patterned rubber shapes. The Cut and Create station includes 24 patterned Stix, in an assortment of three sizes for endless craft combinations, while the Refill Stix assortment has themes including treats, animals, and emojis. Sqand is underwater sculpting sand which allows children to create underwater sculptures with reusable sand which never gets wet, and can be used over and over again for hours of play. The Ocean Fun Playset and Adventure Playset both come with an underwater scene for maximum creativity, and there is also a Peppa Pig Sandpit Playset and a Fireman Sam Sand Rescue Playset.

Vivid 01473 322 000 | www.vividtoysandgames.co.uk Crayola Color Wonder is expanding its range and getting a makeover with a new brighter, whiter look. Color Wonder markers have been developed by Crayola scientists so the ink only appears on special paper and won’t colour on skin, furniture or fabric. Launching for autumn/winter 2017 is the Color Wonder Mess Free Light-Up Stamper for mess-free stamping. Press into the coloured ink pad and the handle lights up to match. The ink is clear but the stamper knows what colour is selected. New to My First Crayola, comes Colour Pop! Colour & Erase Mat. The huge drawing surface can be rolled out to offer hours of colouring-in fun for toddlers and worry-free creativity for mum, as any doodle can be wiped away using just water. The Silly Scents range will cover Twistables crayons and markers, tapping into the current scented trend. Crayola will be expanding its evergreen licencing program, and for 2017 will be focused on Teletubbies, Peppa Pig, Cars 3, Marvel, and Despicable Me 3. The range will expand from its colour and sticker books to washable paint kits, covering all favourite characters.

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Arts & Craft

Hasbro 0208 569 1234 | www.hasbro.co.uk This year’s Play-Doh range creatively fuses traditional Play-Doh modelling and the latest digital innovation across the Kitchen Creations and Shape & Learn segments, as well as the innovative Play-Doh Touch Shape To Life Studio. Hasbro is inspiring culinary creativity with a range of new playsets. Play-Doh Kitchen Creations enables children to squish and mould their Play-Doh compound into all sorts of imaginative creations. Children can pretend to be junior chefs as they create pretend Play-Doh dishes with the Play-Doh Kitchen Creations Sizzlin’ Stovetop, which makes real sizzling sounds as they pretend to cook, and there is also the Noodle Makin’ Mania. Parents can encourage children with the Play-Doh Shape & Learn sets, designed to inspire hands-on creative learning. Each set focuses on encouraging key foundational skills with fun guided activities suitable for pre-school children and older. The Colours and Shapes set encourages shape and colour identification, matching and sorting, while the Numbers and Counting set allows kids to practice counting and encourages number identification. The Letters and Language set inspires kids to explore reading and writing and the Textures and Tools set reinforces sensory-motor skills. Turning creation into innovation, the Play-Doh Touch Shape To Life Studio brings Play-Doh creations to life in the virtual world, combining physical and digital play together. After sculpting a Play-Doh creation, children can scan this into the app and see their artistry come to life. To showcase the range of Play-Doh playsets, Hasbro will be visiting cities across the country this summer on the Play-Doh Imagination Tour. Children can enjoy hands-on Play-Doh fun and meet the Doh-Doh characters at a range of locations.

Clementoni 020 3206 1397 | www.clementoni.com

Trends UK 01295 768 078 | www.trendsuk.co.uk

Clementoni’s Drawing Boards are a collection of magnetic and enhanced drawing boards where children can draw and let their imagination run wild. Hot on key licence trends, the Clementoni range includes Magnetic Drawing Boards from Trolls, Num Noms, Disney Princess, Frozen, Finding Dory, and Secret Life of Pets, with new launches for 2017 taking on the highlyanticipated summer film release of Cars 3. The boards are a great way for kids to have mess-free drawing fun. Also new for 2017 is the Star Wars drawing Board, a backlit console shaped to look like the Millennium Falcon. The set comes complete with stickers, paper, markers, and glow in the dark tempera paint for either creating drawings or recreating characters and starlit scenes.

Trends UK is introducing two new colour collections: Metallic and Day Glow, to the popular Paint Sticks range from Little Brian in 2017. The solution for creative masterpieces with no mess, Paint Sticks from Little Brian twist up and down just like a glue stick to paint with ease. The Paint Sticks are extremely versatile and dry within seconds, so unlike traditional paint and water there is less chance of getting paint on sleeves. The silky Paint Sticks have strong vibrant colours and can be used on all sorts of surfaces including paper, card, canvas, and wood. For making artwork stand out with a bit of sheen, the new Metallic Paint Sticks and Day Glow Paint Sticks are available in a six-pack or Classic & Metallic Sticks in 12-packs. New point of sale displays are also available for the range.

Maped Helix 01384 286 860 | www.mapedhelix.co.uk Maped Helix is expanding its portfolio of products with new washable Superhero paints, and My First stationery range. Launched under the Color’Peps brand, the Superhero range has been specifically designed to give children the power to paint, whilst giving parents peace of mind that their clothes will stay safe, thanks to the paints’ washable formula. The stain-free paint formula has undergone rigorous testing to ensure it is washable on cotton at 30°, even after 24 hours, with no pre-wash required. The packaging of each product has also been carefully designed to stimulate the imagination. There is a range of characters on each superhero-shaped bottle as well as a choice of highlypigmented, vibrant colours. From primary and secondary colours to metallic shades, there’s something for every young artist. The collection also includes a range of watercolours housed in its own masked-crusader themed tray. Alongside the Superhero paint range, the company offers the new My First stationery range, which includes a host of popular products specifically designed to encourage creative learning. The range includes Jumbo Felt Tips, Jumbo Colouring Pencils, Jumbo Wax Crayons, Finger Painting, and a transportable Colouring Case.

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Crafted With Creativity

Discover a world of self-expression for any skill level!

0800 731 0578 | info@MelissaAndDoug.com MelissaAndDoug.com

Arts & Craft

Five Stars +852 3692 5032 | www.fivestarshk.com Crea Dough is a high-quality, colourful dough range, manufactured at Five Star’s factory in China, using the perfect mix of ingredients honed by many years of experience. For 2017, the range has been completely refreshed, with the product line divided into six new themes: Farm, Cooking, Learning, Beauty, Baking, and Music. Each theme will have its own dedicated character, which is supported by additional lines; for example, children can create their own farmer by using clay and stickers and build a farm with the complementary Crea Dough sets. The Qolor range incorporates a wide variety of paint formulas. The Paperpaint line includes a new press-andpaint brush pen, which allows children to paint instantly. The Fingerpaint range sees several new additions, including a 30-page finger paint print book and finger sponges, while Windowpaint will allow children to make cool window stickers. Magicpaint gives children the ability to decorate anything they like with 3D paint, while Chalkpaint and Gluepaint complete the selection. The aim of the Qolor range is to help children create great art using simple materials. The range benefits from high quality packaging, featuring clear tutorials.

Make It Real 01613 024 100 | www.makeitrealplay.com Make It Real is an on-trend interactive arts, craft, and design brand, offering a variety of products across a wide age range, suitable for children from age 6-11. The range divides into four collections: Beauty, Decor, Jewellery, and Fashion. For each collection and every kit there is a magazine, or Dream Guide, which profiles the careers of real-life female creative professionals, working in those specific fields of design. Through its product, Make It Real aims to introduce skills used by professional creatives every day to the next generation. Technology and the use of apps and digital media is a feature of daily life, and Make It Real aims to take the best of both old and new to make something different, as it believes making craft is fun, but that following badly written, confusing, instruction isn’t. It has developed a free app which hosts videos, step-by-step instructions for every make, acts as a forum to share and post pictures of completed designs, and is a place to view the whole Make It Real collection.

DKL 01604 678 780 | www.dkl.co.uk DKL Marketing offers a variety of arts and crafts ranges to inspire creative play. This includes Hama Beads, Scentco Scented Stationery, Fashion Angels, and PlayMais Craft. Hama offers a range of different sets to suit all ages of creative play, including Maxi Stick and Hama mini. There are over 250 products in the DKL standard range from small blister packs to large bead sets. The Smencils collection is a range of scented pencils in various themes, scents, colours, and merchandising options. There are several scents available to try from Cola and Strawberry Cupcake to Jelly Bean and Watermelon. The scents last for two years and all materials are biodegradable and/or recyclable. Fashion Angels is growing in popularity this year. Highlights include the Head Cases, which allows children to create eye-catching 3D wall decors complete with colourful stickers. The brightly patterned adhesive tape sticks to any surface and is repositionable. Children can add flair to school supplies, home décor, accessories, and much more. PlayMais is a box full of creativity, children simply stick the natural maize products together with water to create colourful kingdoms, animals, or whatever their imagination fancies. Each kit contains natural maize pieces which are used to make colourful 2D and 3D creations. DKL supports all its ranges with a full marketing campaign, including everything from bespoke planograms to extensive social media and PR activity.

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Arts & Craft

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Masterâ&#x20AC;&#x2122;s range of creative activities provides accessible options for kids of all ages to express themselves. The Cool Maker line encourages kid-friendly, hands-on design, providing maximum fun and satisfaction with the end results. Giving retailers an added opportunity to stock this popular arts and crafts range, Spin Master offers new stand-alone lines that introduce Cool Maker without the need to own the Pottery Cool Studio or Sewing Studio. Pottery Cool is the new way to create with clay. The Pottery Cool Jazzy Jewellery set includes everything needed to create necklaces and bracelets. The six included moulds can be used to create designs, which are then customised with the letter stamp, left to air dry, and then painted. The Pottery Cool Studio is not required, and various styles are available. The Sew Cool Fashion Pouch Kit is an all-in-one set that has everything needed to create stylish pouches. No Sewing Studio necessary. First time sewers will enjoy instant encouragement because they can do it themselves. With the kit, kids can easily create and decorate three pouches. Creations can be personalised with 20 stylish patches and three sheets of metallic decos. Sew Cool is simple and safe.

Interplay 01628 488 944 | www.interplayuk.com Fuzzikins is a range of flocked creatures to colour and personalise, and each kit includes extra accessories to extend the play. These craft sets encourage imagination, role-play, and creativity while offering hours of fun. Fuzzikins Craft is an innovative concept that has been designed and developed in-house by Interplay. The range has received an extremely positive response from consumers, social media audiences, bloggers, and press. Promotional videos are available and Fuzzikins Craft will be TV advertised from July in addition to a TV sponsorship campaign on the Disney Junior TV Channel. The marketing campaign will create brand awareness of this range. There are currently four products available: Cottontail Cottage (a pop-up play house), Campervan Carry Case, Dozy Dogs, and Cozy Cats. The Interplay product design team is putting the finishing touches to new additions to the range which will be launched in January 2018.

Rainbow Designs 01329 227 300 | www.rainbowdesigns.co.uk New craft products from The World of Eric Carle featuring The Very Hungry Caterpillar are now available from Rainbow Designs. The innovative craft activity sets have been designed to encourage little ones to get creative as well as help develop and refine their fine motor skills. The new craft collection features a range of Super Dough Model Kits so youngsters can make and collect characters from Eric Carleâ&#x20AC;&#x2122;s famous tales including the Brown Bear, the Elephant, the Grouchy Ladybug, and The Very Hungry Caterpillar. The reusable Super Dough requires no baking as it hardens in the air. In addition to the Super Dough Kits, there are also craft sets available to create a Very Hungry Caterpillar Wooden Door Hanger and the Sew-n-Stuff Caterpillar set. The Very Hungry Caterpillar Colour and Construct 3D Characters set and The Foam Character Design Kits complete the collection. New lines including The Very Hungry Caterpillar Colour & Collage Kit, a Make Your Own Pillow Set, and the Super Dough Showtime Dome are set to join the range this autumn.

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Arts & Craft

John Adams 01480 414361 | www.johnadams.co.uk John Adams will be expanding its creative play portfolio in 2017, building on its hugely successful heritage in what is the company’s 50th Anniversary year. The 2017 creative play collection has over 20 new and refreshed product lines. Spiralite enables kids to create spiral designs that illuminate in front of their eyes, while Pixelo is a brand new way to create colourful artwork – kids simply draw, doodle, and dot with the Pixelo pen. GlowPad is another new introduction which means budding artists can create glowing pictures and messages for friends and family. The company’s My Little Pony arts and craft range has also been refreshed for 2017 in line with the upcoming movie release later in the year. The collection now includes a restyled Paint & Style Pony and refreshed Fuzzy Felt set. New additions include My Little Pony Jelly Stickers and the My Little Pony Blopens Creative Case. This will sit alongside two new classic Blopens introductions – Blopens Spray Magic - which features duo pens which change colour when they are sprayed or drawn over, and the Blopens Glitter Studio which enables young artists to create glittery airbrushed pictures and projects. The company’s multi-award winning super soft modelling sand, Sands Alive, will see a Farm Yard set joining the range in 2017. The eZee Beads collection provides an easy way for children to get crafty and create colourful models using just water and beads. 2017 sees the expansion of the range with the introduction of a licensed Paw Patrol set as well as In the Jungle, 3D Mini Scenes, and Little Friends themed sets.

MGA Entertainment 0845 0533 333 | www.mgae.com Gel-a-Peel from MGA Entertainment is the craft kit for fashionistas, and is a way for creatives to design their own jewellery. It is simple to use, as children can just design, peel, wear, and share. Gel-a-Peel now comes with even more colours, including Glow in The Dark and Pearly Pastel, and each Gel-a-Peel pack contains everything needed to get started. This includes a range of pens and drawing templates. The new gel trays also allow users to create jewels to stick onto their designs.

Paul Lamond Games 020 7254 0100 | www.paul-lamond.com Product lines to spark the imagination and encourage creativity include the original Crafty Kids Make You Own Puppet Kits and Brain Noodles ranges, as well as a selection of licensed Paint By Numbers and pre-school craft sets. Paul Lamond’s successful make-and-play Crafty Kids Puppet range features six puppets to choose from including a Ballerina, Fairy Princess, Horse, Knight, Dinosaur, and a Pirate. Each set contains everything required including paints, brushes, and glue, for youngsters to create their own colourful puppet and play companion. The craft collection from Paul Lamond also includes the colourful and crafty Brain Noodles. The innovative range features bright, bendable, fluffy, and flexible Brain Noodles which are 18” jumbo, silky fibre noodles that can be bent in any direction. New for 2017 is the new Princess and the Frog set which will join the ever popular Bugs, Kittens, Puppies, Flowers, and Dinosaurs Brain Noodles sets. In addition to these ranges, Paul Lamond Games also has three licensed 3D Paint By Number Sets from renowned brands: Dinosaur Roar, Rainbow Magic, and Thomas & Friends. Each set contains everything needed to create a masterpiece or two. There is also a range of pre-school craft sets featuring CBeebies star, Boj. The little Australian bilby stars in the Let’s get Boj-ing Box Craft, Tube Craft, and Plate Craft activity sets. The kits provide little crafters with the opportunity to create a guitar, a robot or a rocket, as well as Boj himself.

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Arts & Craft

Usborne 0207 430 2800 | www.usborne.com Usborne is the UK’s largest and most successful publisher of children’s books, and publishes numerous lines that fit the arts and crafts sector. These include bestselling Fingerprint Activities books and Rubber Stamp Activities, each of which comes with its own inkpad of seven bright colours. It also publishes a growing range of Magic Painting books, filled with black and white illustrations that burst into life when brushed over with water. Usborne also publishes a range of craft and activity kits, including knitting, sewing, card tricks and step-by-step drawing kits. Each kit contains everything needed to create the craft projects inside, plus a detailed instruction book. Earlier in 2017, Usborne launched The Wild Garden, first in a new series of stunning activity books featuring intricate illustrations and over 1000 rub-down transfers. The next title in the range, Butterflies and Bugs, will be published in July 2017. Usborne strongly values its relationships with toy retailers, and its sales team have a proven track record of supplying toy shops across the UK and Ireland. As well as offering a huge range of books for children of all ages, the sales team are on hand to help with stock selection and POS display options, and Usborne books are available on a sale-or-return basis.

Learning Resources 01553 819 380 | www.LearningResources.co.uk Playfoam is a squishy sculpting material, ideal for mess-free creativity. Playfoam never dries out so designs can be can be re-shaped and re-sculpted, and is easily stored ready for future use. No preparation is required with Playfoam and, due to its non-stick formula, no cleaning-up. Playfoam is available in a variety of themes and pack sizes at pocket money prices. Two new Shape & Learn sets support children practising letter and number formation. Each set includes eight coloured bricks and thirteen double-sided activity cards. The Playfoam Go! Set provides on-the-go shaping activities, with eight colours provided in a study carry case.

Artstraws 01792 796 151 | www.artstraws.com In order to help retailers select a range that covers a variety of age groups, that includes the latest crazes and that covers a wide variety of price points from pocket money lines to major presents - Artstraws offers a Creation Station spinner display stand as a simple solution. As a major supplier to the pre-school and primary education market, Artstraws keeps up to date on the use of creative activities to assist learning across the curriculum in schools, and translates this knowledge to its retail range. The Creation Station spinner display stand presents more than £1,000 at retail on a footprint of just 2.5sq metres. The free of charge stand comes with an illustrated plan-o-gram to display more than 60 facings of kits and materials. Artstraws will supply the stand with reduced MOQs, and top-up orders of £100 are delivered carriage paid. New lines are frequently introduced (Colourful Buttons for example) and can be selected as alternatives to Artstraws’ suggested display. Wiggle Eyes, Pom Poms, Pipe Cleaners, and Feathers are very consumable, and customers making repeat purchases are likely to pick up additional lines. In many independent retailers the display has become the focus of the arts and crafts range.

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Complete pre-school stationery sets to encourage children to practice their writing and drawing skills.

Includes: pencil case, pencils, Scissors, ruler, themed stencil, eraser & sharpener.

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Other brands available in the Helix ‘Fun to Learn’ range...

Feature

Infant Toys

First choice

Rachael Simpson looks at the current infant toys market and the features that affect selection decisions by retailers, as well as the deciding factors for consumers making a purchase.

nfant toys can help nurture a baby through its early developmental milestones by including sensory features, such as rattles, interesting textures, and bright primary colours. The category also encompasses toys that move, or have moving parts, encourage visual tracking and stimulate babies to use their sense of touch, and help to coordinate a baby’s eye movements with their body’s movements. Walkers and pushalongs stimulate the urge to be active, and can encourage infants to begin taking their first steps in a manner than is both fun and motivational. Heather Beattie, Play Services Manager at the Royal Aberdeen Children’s Hospital, gives this advice: “Play is important for any child of any age, it just needs to be appropriate play. Toys that encourage movement of arms and legs, and will strengthen the babies back and neck, are important. Musical and noisy toys will attract the attention of babies and benefit language development. Music can also calm and soothe a child. Tactile playthings, with different feels and textures, are also a useful part of play.” The importance of establishing good sleep patterns has also garnered attention in recent months, as specialists continue to research the impact of poor sleep on learning, development, mood, memory, and even weight. Of course, poor sleep doesn’t just affect babies, but their parents and guardians too – little wonder, therefore, that sales of sensory sleep toys are on the rise, with one

manufacturer, Chicco, reporting unit sales of over 100,000 of its First Dream nightlight range in 2017 thus far. Chicco has also targeted this particular market with its Next2Me Original and Dream version side sleeping cribs, which complement the First Dream nightlight products. As purchasers of infant toys are primarily either parents or guardians buying for their own children, or adults buying as gifts for other people’s children, it is worth considering both core consumer groups when pricing and packaging infant toys. For gifting purchases, packaging plays an important role. Sturdy, lidded boxes with keepsake potential, fashionable colour palettes and a high-quality feel will appeal to gifters, while parents and guardians will be drawn to products that fit with the theme or colour scheme of their nursery or home, and offer the developmental benefits described above. Combining both sets of marketing features into one cohesive product line can be a balancing act. Mitch Levene, Chicco, appreciates the need for such an approach. “Chicco positions products with equal importance between gifting and parental purchasing”, he said. “This can be seen from the aesthetically pleasing packaging on many of our toys, which results in purchases for gifting. Meanwhile, every toy product we produce has an impact on baby and toddler development, which is often a key driver for parental purchase.” Pricing, too, plays an important part in the purchase decision. Jade Oliver, who stocks a wide range of products in The Toy Shop, Devon, said: “Customers buying infant toys as gifts for a newborn, for example, will tend to spend around £10-15. Parents buying for their own children will spend more than that, somewhere in the region of £20-25.” Jade’s views are reflected in those of Clare Hurlock, from the traditional wooden toy company Orange Tree Toys. According to Clare, the company looks at a product during the design stage and has a firm idea of the price point by the time it gets the initial prototypes back. However,

Toy World 84

sometimes this also brings issues to light. “We recently scrapped a product which was absolutely beautiful, but had a price point of £34.99. We knew that there was no way it would sell well, even though it was worth the price and was presently in a lovely fashion”, Clare told Toy World. She continued: “Anything under £20 is a good price point for our products, and many of our items, even though they sell well all year round, experience the best sales in the second half of the year as Christmas approaches, which demonstrates their gift appeal.” As a category, Infant toys is still performing well, and is currently the third largest segment of the UK toy market (YTD April 2017), behind Building Sets and Preschool Toys, accounting for 9% of value sales. For retailers, however, the lines between Infant (0-12 months) and Preschool (1-5 years) categories are often blurred, with product ranges and sections in stores comprising both types of toy, even though the age ranges may differ greatly. Mitch Levene thinks that separate areas in store for infant toys and pre-school is the best approach. “The retailers who are winning are the ones who best appreciate the consumer purchasing patterns”, he says. “Hence, infant products should be merchandised in close proximity to the nursery product range, for example, whilst the pre-school range has its own separate dedicated space.” For retailers planning shop displays and sections however, there are further complications to consider. With the continued popularity among consumers, and strong sales year after year, wooden toys are worthy of a section of their own, and with wooden toys for infants straddling different categories, they could quite easily be placed in either section of a shop. Wherever they are merchandised though, wooden toys remain a favourite among parents and their children. “Because consumers think long and hard about what products they buy for children, they want something robust, something that will last, is traditional, and something that can be handed down through the generations”, says Clare of Orange Tree Toys. Read on to discover a selection of new and noteworthy product offerings from the foremost infant toys suppliers.

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Learn more at LeapFrog.com/LeapStart United Kingdom RECEPTION

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South Africa GRADE 0

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INTERNET CONNECTION REQUIRED TO DOWNLOAD AUDIO Solve addition and subtraction problems from the LeapFrog Connect Application at leapfrog.com/connect LeapFrog Enterprises, Inc., a subsidiary of VTech Holdings Limited. TM & © 2017 LeapFrog Enterprises, Inc. All rights reserved. Make measurements DreamWorks Trolls © 2017 DreamWorks Animation LLC. All Rights Reserved. Positioning pattern Copyright © 1999 Anoto AB. Explore attributes of shapes U.S. Patents 6663008; 6667695; 7172131; 7248250; 7281664; 7281668 and 7557939. ®

Manufactured by VTech. MADE IN CHINA

Australia: VTech Electronics (Australia) Pty Limited, LeapFrog Division, Suite 4, Level 6, 22 Albert Road, South Melbourne VIC 3205, Australia. Keep addresses for future reference.

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Item No. 80-480303 Solve It All with Poppy & Branch

Recommended for children ages 4 to 7 years.

For more information about LeapFrog products, please contact: U.K. Office: VTech Electronics Europe plc, LeapFrog Division, Napier Court, Abingdon Science Park, Abingdon, Oxon, OX14 3YT, U.K.

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Learning Systems

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Who’s got the yummy cookies?

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Touch the dance party pod.

30+ Replayable Activities Inside! Help the Trolls solve problems by answering questions.

Moonlight Solve It All Hero Maths Poppy & Branch PJMasks

for curio st

on the back cover

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Sold separately

Infant

Hape 0845 6000 286 | www.marbel.co.uk Hape introduces At The Farm, a baby friendly, wooden book with simple, easy to understand pictures that encourage infants to follow along with the reader. The book uses bright colours and simple shapes, and features eight pages with farm scenes to encourage infant development and exploration. The wooden Happy Clown Rattle is brightly coloured and features a jolly clown expression. This rattle was created especially for teething gums and grabbing fingers, and produces soothing sounds that encourage a connection between sound and play. The Rainbow Rattle has a 2-in-1 design, being both a puzzle and rattle. Each segment can be flipped round to change the shape of the overall toy. Infants can choose to shake the rattle and create sound, or experiment with its shape changing potential. The company’s Happy Baby range is designed with newborn interaction and learning in mind. Hape toys use water based paints and the finest of natural wooden materials.

Character Options 01616 339 800 | www.character-online.com 2017 marks the Teletubbies’ 20th anniversary, and to celebrate Character Options is launching a new collection of eight inch Talking Party plush, which includes all four Teletubbies characters. When children squeeze the toys’ tummies they can hear key catchphrases from the show, and the characters feature a fun party accessory such as pin-wheels, balloons, and colourful party hats. The new Clip-on Teletubbies toys clip neatly onto prams, changing bags and car seats, and the cuddly Teletubbies collectibles are aimed at pre-schoolers. Both ranges are available in all four Teletubbies characters. Fans can also celebrate this milestone anniversary by adding Tiddlytubbies characters to their toy collection. Tiddlytubbies made their first appearance in the Teletubbies TV series in November 2015, and have since become firm favourites with their pre-school audience. The Giggling Tiddytubbies plush toys giggle when their tummies are squeezed. Made in muted colours with towelling fabric bodies, yellow Umby Pumby, light blue Mi-Mi and pink Ping are all available to collect. The Teletubbies range is supported with a full marketing and PR campaign incorporating TV, print and digital platforms, and a programme of blogging and unboxing videos.

LeapFrog 01895 202 840 | www.leapfrog.com LeapFrog has announced the expansion of its role play range with two new introductions for 2017. These new products join an extensive range of toys that actively teach important early learning skills, such as counting, shapes, colours and the alphabet, while introducing the problem-solving, creative and social skills which children need. The Scoop & Learn Ice Cream Cart features a range of buttons, lights, sound effects, music, and fun phrases. It also features eight scoops of ice cream, three toppings and three flavours of syrup to teach children ten different colours and flavours. Kids insert an order card into the slot on top of the till, then build the customer’s order in the correct sequence to help build memory and sequencing skills. A magnetic scooper is used to scoop the ice cream and learn colours, then toppings and pretend syrup can be added. Kids can press the pump to add pretend syrup as they count along from one to ten. Once complete, ice cream should match the image on the card. Kids can then ring up the customer’s order using the till, and the cart plays learning songs when pushed. The Scoop & Learn Ice Cream Cart is TV advertised for autumn/winter 2017. The Sweet Treats Cafe teaches numbers, shapes, colours, and listening and memory skills and comes with four original songs, ten touch points and twelve pieces including tilting cups for pretend play. Kids can froth the milk, grind the beans and brew the coffee, ready to serve up espresso, hot chocolate and babyccinos. In Order Up Mode, kids can listen to each order then pick the right drink, choose the correct sized cup and set the right temperature. It’s not just drinks that are available in the café; there are cakes and pastries too. Children can test their colour and shape recognition as they pick the right treats to serve alongside the drinks.

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New!

Fire Station is on TV this AW! Movable Lift Fun slide to speed to emergancies!

Spinning Platform

Fire Engine included 4 SmartPoint locations

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1-5

Years

Infant

Casdon 01253 608428840 | www.casdon.co.uk Casdon’s Little Ones range is designed for babies and toddlers. The Casdon Post Box is a classic development toy that encourages recognition of colours and shapes. It also maintains the Casdon philosophy of being true to life with its realistic design and recognisable features. Also in the Little Ones range is the Casdon Pan Pile Up. This set of six pans in various different vibrant colours can be stacked on top of or inside, one another providing infants with a problem to solve. This toy also helps little ones improve their thinking and fine motor skills.

Jumbo Games 01707 289 289 | www.jumbo.eu Goula is the wooden brand from Jumbo Games that encompasses children’s play alongside each stage of early development. Goula offers a range of wooden jigsaw puzzles and games, construction toys and educational games. Puzzles are designed to develop motor skills, colour and shape recognition, holding and placing pieces, all of which are fundamental skills for early learning. Key products in the range include the Pull-Along Car Shape Sorting Toy, which helps children learn different shapes. The Goula Pile Up Hen Balancing & Ability Toy helps develop manual dexterity and hand-eye coordination, and the Glupi Musical 3-in-1 toy allows children to explore and express their musical creativity. Also in the range is the engaging Geometric Shape Sorting Farm that encourages children to develop hand-eye coordination, colour, and shape matching skills.

VTech 01235 546 810 | www.vtech.co.uk VTech has announced a new range being launched for autumn/winter; Pop-aBall. The range is full of cause and effect elements, problem-solving challenges, and features that encourage language development and motor skills. The Rock & Pop Turtle spins around on the floor, popping balls whilst playing music, phrases and four sing-along songs that stimulate interaction and learning. Placing the balls into the turtle’s tummy develops motor skills, and triggers the turtle to spin around and pop out the balls. Pressing the buttons on the turtle teaches numbers, turtle facts and more, through encouraging phrases and sounds.

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Funrise 01908 555 640 | www.funrise.com With 2017 marking the 70th Anniversary of the Tonka brand, Funrise has continued to look for new ways for consumers to experience Tonka. For the youngest of Tonka fans, the My First Tonka collection is a range of vehicles made with little hands in mind and includes the Mini Wobble Wheels, Flashlight Force, Soft Walkin’ Wheels, and Strong Arm vehicles. The Mini Wobble range features chunky wheels and recognisable designs such as a helicopter, police car and fire engine, and will wobble as infants move along. The Wobble Wheels range also features a Soft Walkin’ collection made of soft plush, and featuring realistic vehicle sounds.

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Infant

Lego 01753 495 000 | www.lego.com

Chicco 0121 454 9707 | www.chicco.co.uk

The Lego Duplo My First range provides an ideal introduction to building. New for 2017 is My First Bird, My First Plane, My First Cakes, My First Bus and My First Carousel. With My First Bird, kids can play with the colourful parrot before rebuilding it to make all sorts of different birds. My First Bus features moving wheels and double-sided window bricks. Kids can have early baking fun with a twist by serving up My First Cakes, which includes two building cakes, a candle and decorative flowers. My First Plane features a turning propeller and a double-sided brick decorated with characters. The plane can also be rebuilt in to a boat or a helicopter. Infants can be introduced to basic cause and effect principles by using the chunky bricks to make My First Carousel turn. Finally, My First Bricks is a box of brightly coloured bricks, ideal for starting off a Lego Duplo collection, or simply supplementing an existing one.

With a voice recorder function, parents can record their voice onto Lullaby Sheep, and the sound sensor will play the recording when it detects certain sounds, such as a baby crying. Complete with lights and 30 minutes of soothing nature sounds and white noise, Lullaby Sheep is machine washable and available in both pink and blue. Detective Dog is a walker toy that uses positive reinforcement to encourage children to take their first steps. Detective Dog comes with an interactive plastic bone, which can be hidden by parents. Noises and flashing lights let the child know when they have walked the dog closer to his bone. Once heâ&#x20AC;&#x2122;s found it, the light on his cap will turn green to let the child know that they have completed the task. First Dreams Baby Bear is designed to comfort and reassure babies as they drift off to sleep. It features a soft tummy with a projection to serve as a soothing night light, as well as the ability to play a goodnight message that can be activated at the touch of a button. There is also the option to play soothing melodies or a light show as babies fall to sleep, all of which can be controlled by parents to suit individual needs. First Dreams Baby Bear is available in light blue, light pink, and neutral.

Juratoys 0208 878 2133 | www.kaloo.com With products suitable from birth, Collection Perle is an ideal range for newborns and younger babies. Made from soft cotton and microfibre, it is the ideal comforter, great for day time play and reassurance, bed time hugs and night time company. The soft Chubby Bear plush comes in 18cm and 30cm sizes, while size options for the Chubby Rabbit plush are 18cm, 25cm, or 30cm. Chubby Bear and Chubby Rabbit are both available in pale blue, pastel pink or cream, and come in sturdy boxes featuring ribbon detail which make them ideal for gifting. The range of newborn products also includes the 50cm Maxi Rabbit plush, which features large floppy ears and cuddly body. Infants can be lulled to sleep with the Perle Musical Mobile. The mobile plays a gentle lullaby, while two patterned hearts, a plush bear and a plush rabbit revolve around a central crescent moon shape. The Musical Baby Doudou Bears play the serene melody of The Enchanted Flute and feature delicate embroidery, along with micro-velour fabric and a securely-stitched ribbon around the neck. Rounding out the toy range from Collection Perle are the Hand Puppet Doudou Bears. Parents can entertain little ones with these soft and aesthetically pleasing puppet friends. Available in pale blue, pastel pink or neutral cream, hand puppets are ideal for bedtime storytelling, an important part of babiesâ&#x20AC;&#x2122; development.

Clementoni 020 3206 1397 | www.clementoni.com Strong focus is being placed on the Infant category with Baby Clementoni. The 2017 line includes the new Musical Elephant, a musical activity centre featuring songs, melodies, sounds, and instruments, which aids development by teaching babies from the age of ten months letters, numbers and colours. The Sandy Cuddle and Learn Bear is a cuddly bear with a downloadable app, for parents to enhance play by bringing Sandy to life on screen. Children can learn the alphabet and numbers as well as develop their hand-eye co-ordination. Baby T-Rex is available in both green and pink versions, and comes complete with an interactive rattle.

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Golden Bear 01952 608 308 | www.goldenbeartoys.com Building on the strength of its In the Night Garden pre-school line, Golden Bear has taken the brand into the nursery sector as the property celebrates its 10th anniversary year with the introduction of In the Night Garden Baby, a collection of nursery toys based around characters Igglepiggle, Upsy Daisy, and Makka Pakka. Targeting infants and babies 0-18 months, the range is a good introduction to the brand and includes plush toys in pastel colours, as well as themed blankies, rattles, and hanging chimes, all designed to entertain little ones as well as stimulate the senses. The multi-sensory Soothe and Glow Igglepiggle plush joins the range later in the year, offering reassuring visual stimulation and character recognition. Made from soft pastel coloured fabrics, this feature plush plays gentle lullabies and features a glowing heart which sits in Igglepiggleâ&#x20AC;&#x2122;s arms, making the toy an ideal bedtime companion for little ones from birth.

GP Flair 0208 643 0320 | www.flairplc.co.uk GP Flair follows the successful launch of the Stickle Bricks range earlier this year by announcing further additions to the heritage brand, planned for this autumn. For toddlers, Stickle Bricks promotes development of dexterity and imagination with easy to hold bricks that lock together in any way the child likes. Launching in July, the Farm set will include animal pieces in the shapes of a pig, sheep and hen, plus a farmer and a tractor with moving wheels, in addition to generic bricks. The range also includes the Big Red Bucket, filled with assorted bricks and doubling as a storage container. Alternatively, the Stickle Bricks Beginner Box is the ideal start of a toddlerâ&#x20AC;&#x2122;s collection. The stickled lid doubles as a play base for added play value and is a good platform from which to build. The Stickle Bricks range will be supported throughout autumn with a dedicated TVC and PR campaign.

Halilit 01254 872 454 | www.halilit.co.uk Halilit introduces two new gift sets to the popular Halilit music range for 2017. The BANTA award winning Musical Rings Gift Set features four chunky coloured rings for little hands to hold. Each ring has its own sound and texture, and is recommended for children as young as three months. Also joining the range is the Rhythm Pals gift set, refreshing the Mini Orchestra for 2017. In line with Taf Toysâ&#x20AC;&#x2122; new Easier Parenting strategy, 2017 has seen the launch of a new colour palette, which offers a boutique look to retailers. New releases include the Taf Toys 3-in-1 Baby Book, a double sided soft book with teether and mirror which can be used for early development in the pram or cot, and which also stands alone to encourage tummy time. Another new addition to the range is the Taf Toys Developmental Cube, which features a chime bell sound, baby-safe mirror and teether, plus flexible plastic rings which allow the soft cube to be attached to most prams and car seats. Enhancing their offering of robust, gender neutral toys, Battat have launched the Pump and Go Plane which has been made to stimulate and entertain babies and infants. When the pilot is pushed down the plane rolls forward, making it an ideal toy for keeping little ones on the move. The Pump and Go also comes in a train design, featuring a train driver.

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Cloud b + 1424 757 9838 | www.cloudb.com Cloud b is introducing its newest bedtime buddy, Beebop, an all-in-one musical playtime pal and sound soother. Utilising Bluetooth technology, the cuddly alien creature plays songs from personal playlists, lighting up along with the beat. As the music plays, lights glow and strobe in blue, green or red to match the tempo of the tunes. When it’s time to calm things down, Beebop can play a child’s favourite lullaby while slowly morphing through colours, or the light effect can be turned off altogether. Beebop was recognised as the winner of the 2017 BANTA Award for the Sleep Accessories category.

Mattel 01628 500 000 | www.mattel.com The Fisher-Price Infant toy portfolio features innovative products including the BeatBo range, which encourages children to get up on their feet, while the Monsters ranges educates children about emotional intelligence. The BeatBo range has extended and now includes Bright Beats Juniors, which feature a colour changing LED belly and a wobbly head that activates fun content. The range also includes BeatBo Buggies, each featuring a special character and music. The new Monster range, designed to engage little ones in fun, hands-on play, includes Hungry Monster Maze, which develops motor and hand-eye coordination; Press n’ Go Monster Vehicles which encourage crawling; Fun Feelings Monster, designed to teach emotions; and Zoom n’ Crawl Monster, featuring two play patterns: Sit-At-Play and Crawl-After-Play. The Laugh and Learn range features Smart Stages technology that changes the learning content as baby grows, including the Smart Stages Puppy and Puppy Sis. The range also sees the launch of the new Laugh and Learn Servin’ Up Food Truck, an interactive food truck that encourages open-ended kitchen and vehicle role play.

Orange Tree Toys 01242 244 500 | www.orangetreetoys.com Orange Tree Toys creates traditional wooden toys with the same feel as they have had for generations, making them timeless toy box favourites. Orange Tree Toys has launched a variety of new products for 2017, including the new Puppy Collection, which was launched in spring. The range features wooden toys for babies from 12 months, including pushalongs and puzzles. New additions to the Peter Rabbit Collection are also proving popular with consumers. 2016 was a successful year in terms of awards for the company’s products, and it is hoped that 2017 can match previous success. The company has agreed a brand-new collaboration with Disney. The first collection, based on classic and well-loved characters, is currently in the process of being designed, and it is hoped that the range will launch in autumn 2017.

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Distributed By www.marbel.co.uk Marbel Ltd, Suite 5 Carew House, Beacon Technology Park, Bodmin, Cornwall, PL31 2QN. Email: sales@marbel.co.uk Main: +44 (0) 845 6000 286 www.hape.com

Infant

Rainbow Designs 01329 227 300 | www.rainbowdesigns.co.uk Rainbow Designs has a range of feature plush toys. The soft feature plush for infants encourages exploration and engagement, as well as helping to hone fine motor skills. New for 2017 is the new Elmer for Baby Collection, which stars the little patchwork elephant from David Mckee’s storybook. The collection includes a feature plush Trumpeting Elmer toy. The 21cm elephant, with his distinctive long trunk and big ears, trumpets when his trunk is pressed. The Activity Thomas Toy from the My First Thomas & Friends collection features multiple textures, a peek-a-boo mirror and shaped teether, as well as saying phrases that include “Peep Peep” and “I’m the number one blue engine”. Infants can play peek-a-boo with Big Nutbrown Hare from the Guess How Much I Love You story. This feature plush giggles as it peeks out from behind its paws. The company’s feature plush collection also includes Peppa Pig and George Pig Activity Toys from the Peppa Pig for Baby range, along with new Paddington for Baby Activity plush that will be available this autumn.

Tomy 01271 336 155 | www.tomy.com Lamaze will expand its gifting and activity toy segments in July with a range of new releases including Cosimo Concerto, which allows parents and babies to make music together. This soft plush zebra doubles as a piano for babies to begin playing songs and developing musical skills. Each of the coloured stripes plays a different musical note when pressed. Young infants will enjoy the bright colours and friendly face, and older babies will enjoy exploring and learning that each stripe plays a different sound. Cosimo also plays a musical tune of his own when switched to a different mode. Crinkles, contrasting patterns, and multiple textures to explore help keep babies engaged. Also available from the collection is the Freddie the Firefly Gym. This padded 3-in-1 activity mat gym offers three different positions to follow baby’s growth: lay and play, tummy-time play, and sit and play. The multi-coloured cushion wraps gently around the baby’s head, offering protection and support, even from birth. As the baby grows, the mat is perfect for sit and play. The Freddie the Firefly Gym also features toys, teethers, and a large mirror that aids in stimulating focus and vision.

Infantino BKids 07557 640 097 | www.infantino.com Following the successful launch of the Sensory Toy Collection from Infantino BKids this January, the collection has been taken on by retailers including Smyths and Argos. The Sensory Toy Collection has been especially designed for babies, with products suitable for newborns to 12 months and features high quality materials, textures, sounds, lights and colours, all brought together to stimulate the senses and nurture early exploration. Toys that offer sensory stimulation are invaluable to the early development of little ones and the trend for toys with such features is certainly growing in the UK. The Sensory Toy Collection offers toys including Senso Balls, Snap Pals, Pull-Along Snails, and Spinning Windmills, plus robots, shape sorters, and walkers. Highlights from the collection include the award-winning Leon the Chameleon Light and Shape sorter, which allows little ones to practice motor skills by pushing buttons to match colours and shape sorting, and the 3-in-1 Walk and Drive Discovery Car, which features colourful textures, buttons, lights, and sounds. The Discovery Robot from the Sensory Collection was crowned winner of the Infant and Pre-school category, in the Toy Fair Best New Toys for 2017 awards. The Robot’s expressions and lights are activated every time baby pushes, pulls, twists, or turns him upside down.

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Fiesta Crafts 020 8804 0563 | www.fiestacrafts.co.uk Buzzybodies are pull-tovibrate, multi-textured toys crafted from vibrant and soft fabrics. When pulled and stretched, the Buzzybody buzzes and rattles back in to place. Each section is a different colour and texture, and the toys have cords that can be used to tie them to a cot or pram. The Squeakaboos! are soft toy rattles that crinkle and jingle when squeezed, while the Ringalings are teething toys that crinkle when squeezed, and feature three rings that make a jingly noise. The product also has an integrated chewable teething piece.

KD UK 01727 827 194 | www.kdplanet.com/uk The Infinifun range offers a varied range of products. Trumpet Tim is designed to develop creativity, and sense of music and rhythm. The Animal Nursey Rhyme Book introduces children to reading and communication. Key products also in the range include the Musical Maracas, which children can shake to add sound effects or a rattle sound to the rhythm. The Tiger Phone is shaped for little hands. The Monkey Keys are designed to develop imaginative play, and the Cheerful Koala will help children stimulate independent play. The Sing N Cuddle Bunny develops sensory motor skills, and the 1-2-3 Ladybird allows children to stack and nest blocks.

Little Tikes 08450 533 333 | www.littletikes.co.uk Little Tikes’ range includes Jitter ‘n Whirl Monkey, which can attach to a pushchair, plus the Tummy Tunes Giraffe which promotes reaching and core engagement. The Good Vibration Deluxe Activity Gym features a gentle vibration to soothe, nine musical sounds, and a moving toucan which encourages eye tracking. Four hanging toys and a mirror stimulate reaching and self-discovery. The Light ‘n Go range uses light to inspire babies to move. The characters, including a monkey, tiger and panda, each have their own interactive play elements. The 3-in-1 Activity Walker is a walker, standing activity table, and sit & play activity centre. First steps are encouraged as infants chase the reflecting lights on the floor. Also in this range is the Activity Garden Treehouse. It’s Magic Lantern has three modes of play, and projects lights combined with music and sounds.

Allegedly

Hasbro’s Q1 results were well-received by media and analysts, with global revenue increasing by 2%, although European revenue fell by 4%. The performance of proprietary brands such as Nerf and Transformers was excellent, although partner brands (i.e. licensed ranges) were down by 18% - Trolls was a bright spot, but unfortunately not enough to balance a significant decline in Marvel and Star Wars numbers (more on that later). In comparison, Mattel’s results came in for some relatively heavy-handed media criticism. Yet if you take American numbers out of the equation - and, let’s not beat about the bush, Mattel had a bit of a shocker in the US in Q1 – the international numbers declined by a mere 2%, which was marginally less than Hasbro’s European drop. Jakks’ widening Q1 losses were arguably the most troubling of the three, but they slipped under the radar somewhat, the advantage of being a secondary player… Character Options announced a highly respectable turnover and profit, but admitted that the weakness of the pound had impacted on its figures. This is perhaps not the time or the place to dig up all the old Brexit arguments again, but while some business owners remain convinced that Brexit won’t adversely affect their business, it does seem that much of the evidence thus far points the other way. I wonder if they’ll feel the same when we come out of the single market and the customs union and they will be asked to fill in 48 different forms for every consignment… Internal disagreement has been the order of the day at Hornby recently, as two rival groups of shareholders fought over the fate of chairman Roger Canham, rather in the manner of Arsenal fans arguing over whether Wenger should stay or go. I was fully expecting to see pictures of shareholders holding ‘Canham Out’ signs on social media. Ultimately

the shareholder revolt came to naught, with the result that a second flurry of stories hit the media, which could effectively be summed up as announcing ‘man keeps job.’ Hopefully the company can now get back to concentrating on commercial matters and the focusing on the infamous turnaround plan on which the future of the company appears to hinge… Argos launched a 48 page ‘Into the Movies’ leaflet in-store this month, which arrived in-store slightly ahead of official embargo dates for a number of the movie lines featured. But I somehow doubt they’ll get anything more than a wrist-slap, and maybe not even that. I can just imagine the conversation at a number of licensees / licensors: “Are you going to tell them they shouldn’t have done that?” “No, you tell them…” On the subject of the silver screen, Disney’s movie slate for the next few years was recently released. 2018 is nothing to write home about from a licensing perspective (although I bet Disney will try to claim that Wreck-it Ralph 2 will be the new Frozen at some presentation or another), but 2019…oh my word. Star Wars Wars IX in May, Toy Story 4 in June, Frozen 2 in November – that is one heck of a slate… New online marketplace On Buy has announced its national TV consumer launch in a month’s time. With dissatisfaction with Amazon at an all-time high amongst both suppliers and sellers, maybe the time is right for a marketplace which doesn’t directly compete with its own seller base (not to mention one that ‘loses’ less of its suppliers’ deliveries)… I was sad to hear that former Robenau MD David Samuels passed away last month after a long period of illness – our thoughts are with his family…

Toy Trust’s Big Challenge achieves £1 million goal Saturday 6th May 2017 saw the Cotswolds host the annual Toy Trust Big Challenge with 200+ toy industry participants raising almost £170,000. Events undertaken saw 125 industry professionals take on a 12 mile Tough Mudder, 40 walkers complete a 10km walk, and 50 cyclists complete 80km and 125km cycle rides around the Cotswolds. The colossal effort by all also broke new boundaries with the total raised in the past six Big Challenge events now breaking £1 million. The 2017 Big Cotswold Challenge’s main beneficiaries will be 19 NHS Children’s Hospitals around the UK who will each receive brand new play equipment, be able to upgrade their play therapy facilities, and bring the gift of play to thousands of sick children. The Toy Trust made the post Big Challenge party in Chipping Norton a double celebration, using the event to mark the 25th Anniversary of the charity and announcing that it had raised and disbursed more than £5 million for children’s charities in UK and overseas since its founding in 1992. Foye Pascoe, Toy Trust chair, commented: “The Toy Trust continues to achieve amazing results for the children’s charities it supports and all 200 heroes who completed this year’s Big Challenge and raised £170,000 deserve a huge thank you. Our support will make a profound difference to the lives of thousands of poorly children across the UK and endorses our message of “Giving the Gift of Play”. The UK toy industry can once again be very proud of its amazing record of philanthropic giving. So many people work so hard to make events like this possible but I would like to thank two people in particular; Nick Austin – the inspirational driving force behind this event – and Matt Jones from the BTHA who has yet again worked tirelessly to make it a success.”

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