Toyworld mar 2016 by TOYWORLD MAGAZINE

March 2016 volume 5 issue 6

The Start of Every Adventure

The business magazine with a passion for toys

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The Team...

CONTENTS March 2016 volume 5 issue 6

John Baulch

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

26 Brand Profile: Turner Broadcasting

37 Fresh

Mark Austin

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

Graeme Thomas

Production Manager graeme@toyworldmag.co.uk 07792 889 919

News

Opinion

Features

07 From the Publisher

30 NPD column

08 News

33 Talking Shop

26 Brand Profile: Turner Broadcasting

16 Industry Moves

40 Toy Fair review

18 Marketing World

42 Touching Base

22 Licensing World

65 Hong Kong review

37 Fresh 44 Face to Face: Engino 46 Outdoor toys 60 Sports merchandise

66 Viewpoint

70 Action vehicles

88 Nuremberg review

84 Safety testing

89 New York review Anita Baulch

Circulation Manager anita@toyworldmag.co.uk 01923 711 439

90 Allegedly

Clarabel Jones

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

46 Outdoor toys

70 Action vehicles

Jonika Kinchin

Editorial Assistant jonika@toyworldmag.co.uk 01442 502 405

toyworld The business magazine with a passion for toys

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Symbio Place, Whiteleaf Road Hemel Hempstead, Herts HP3 9PH

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W from the publisher

John Baulch - @Baulchtweet

ith the first two months of the year having passed in what feels like the blink of an eye, the curtain has been drawn on what turned out to be an extremely eventful Toy Fair season. This time round the drama largely unfolded away from the shows themselves, as major stories were announced with astonishing frequency. Indeed, I recently described the past month as one of the most eventful of my thirty-five-year tenure in the industry. Some of the stories in question are still unresolved as we go to press, a pitfall that publishers of monthly magazines are acutely aware of. If you stay in touch with the Toy World website - where I’m proud to say that every single one of these major stories was broken – we’ll keep you up to date with all the very latest developments as and when they happen. First, though, a look at the pieces of news which are definitive: Fiona Murray-Young has returned to the toy buying community, having joined Mothercare as trading director for ELC, while Toys R Us Ireland sadly called in the receivers after less than six months in business. In fairness, taking on Smyths in their own backyard was always an ambitious task - some might even say foolhardy - and I guess the speed with which the venture failed reflects the scale of the challenge they faced. The Toy World website also revealed that new customs measures are coming into force in May which could have a significant impact on the UK toy market. If you missed that piece, you can read a precis in our news section. However, the three biggest stories of the past month are still ongoing. First, it was announced that Hasbro and Mattel had been in talks about a possible merger (or takeover to be more accurate). While there has been no resolution at the time of going to press, it is looking increasingly unlikely that HasMat / Masbro / Hattel will become a reality. Overcoming antitrust regulations would certainly not be plain sailing - the American body which oversees takeovers and mergers apparently has more teeth than the UK Monopolies and Mergers Commission. Perhaps more importantly, the acrimony from previous attempts at merging, coupled with the diametrically opposite corporate cultures of the two companies, would

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make any form of integration a monumental task. Every person I spoke to who has worked at either company was adamant that they couldn’t see a merger being successful, but there is no doubt that if it were somehow to go through, the deal would create a veritable tsunami in the global toy community. A deal that seems far more likely to reach fruition involves the purchase of LeapFrog by VTech. However, the fact that industry observers have remarked on the remarkable value offered by a sale that could only end up costing VTech a mere $72m leaves the door open to a potential counter offer. Nothing else has been forthcoming at the time of going to press, making the original deal the favourite to succeed: nevertheless, the phrase ‘it ain’t over ‘til it’s over’ remains very much the case. Closer to home, the talks between Argos and various suitors are also still ongoing, and the outcome of the negotiations could cause a tsunami of its own, although obviously on a more local scale. In this case Sainsbury’s original £1.35bn offer was trumped by a counter offer from South African furniture retailer Steinhoff. We will have to wait up to another month for a final announcement on which bid - if any - is accepted. Either way, a change in ownership for the UK’s largest toy retailer would undoubtedly have major repercussions for the majority of companies involved in the UK toy market. Our regular columnist David Ripley has written an excellent article examining the situation, which appears in our extended Viewpoint section on page 66, where we also welcome new contributor Ruth Clement, who opens with a piece about why she believes Home Bargains is a retailer well worth watching in the coming year. Elsewhere this month, we review each of the major global Toy Fairs - Hong Kong, London, Nuremberg and New York - which were as buoyant as you might expect after last year’s positive performance by the global toy market. Perhaps the fact the industry is in a good place at the moment has prompted some of the potential takeover moves discussed above. So are we about to enter a phase of the ‘big getting bigger’ on both sides of the fence? And if so, what effect will this have on the overall health and diversity of the industry, not to mention the balance of power when it comes to negotiations between suppliers and retailers? I’m sure it’s a subject we’ll be returning to as the year unfolds. For now, I hope you enjoy our round-up of Toy Fair season and some of the brand new companies which we’ve unearthed to highlight in this edition.

news

The toy trade’s no.1 resource for news and analysis

Hornby comes out fighting

Hornby has been the subject of many headlines in the national press since it confirmed a profits warning on 10th February. It was further confirmed that its CEO Richard Ames would be leaving the business. Due to the fluctuation in Hornby’s share price, which dropped from 81.5p on the 10th February to close at 25p on 12th February, no comment was made to trade press. Nathaniel Southworth, group sales director of Hornby Hobbies, spoke last month of the challenges the company is dealing with: “Our requirement to update the financial markets ahead of our March year end has led to a chain reaction of events which have caused concern from all of our key stakeholders. The official statements give the full detail and are now in the public domain. We need to work with all our partners to focus on the incredibly positive show season that we have just completed. Throughout the global trade fairs we have had a phenomenal response to our 2016 product ranges. At Toy Fair we were awarded two Best New Toy Awards for our innovative Scalextric ARC product, and our Top Gun 30th anniversary Corgi model. Our developments in Airfix, Corgi, Hornby and Scalextric garnered many positive consumer press headlines.” He added: “Our customers openly acknowledged the hard work put into our product development, and we have seen the enquiries increase on a global scale. We recognise as a business we have a challenging period ahead, and we will now work hard to deliver and communicate our progress of multiple opportunities as we move forward.”

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The Character Group appoints three new board directors

Richard King, one of the company founders and the executive chairman since the company’s flotation in 1995, stood down from his executive role from 1st February. He will remain as a non-executive director and chairman of the board. Kiran Shah, currently group finance director and joint managing director of the group, and Jon Diver, currently group marketing director and joint managing director, will remain joint managing directors of the group, but they have relinquished their respective roles as group finance director and group marketing director, also with effect from 1st February. Mark Dowding, the group’s current chief financial officer and company secretary, will be promoted to group finance director on the board. Jerry Healy, currently marketing director of the group’s principal subsidiary, Character Options Limited, has been appointed to the board and promoted to group marketing director. Clive Crouch has become independent non-executive director of the company and joined the board. Richard King, executive chairman of Character, commented: “It is with great pride that I am able to relinquish my executive role whilst the company is in a period of strong commercial and financial growth. I thank everyone who has helped Character develop into one of the leading UK toy companies. On behalf of all stakeholders and colleagues around the group, I congratulate and welcome the new directors. I believe that these appointments will further strengthen the board and I look forward to working with them.”

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Toys R Us shuts in Ireland after just six months

Two stores, one at the Westend Shopping Park in Blanchardstown and one at the Parkway in Limerick, shut down business on 1st February, leading to the loss of approximately 11 jobs in each store. Michael McAteer of Grant Thornton has been appointed as receiver to the business by the UK-based entity that franchised the operation. It has been suggested that the business in Ireland struggled to compete with the likes of Smyths Toys, partly due to the fact that it failed to launch an online catalogue or website, which is now seen as core to attracting customers, particularly in the run up to Christmas. The Irish business was only launched last August by former Smyths Toys executive Brian Donoghue, who secured the licence to operate Toys R Us in Ireland from the global brand. He was backed by businessman Harry Slowey and former NCB and IIU director Chris McHugh. Speaking to the Irish Independent last August, he said he believed Toys R Us could take on Smyths Toys in its home territory. The plan was to roll-out as many as five stores over the first year in operation, with a budget of around €5m.

Sambro acquired by Elysian Capital

The private equity firm has bought a controlling stake in Sambro, in conjunction with the company’s management. The deal provides an exit for directors Brian Samuels and John Cheung, while fellow directors Nikki Samuels, Tom Duffy and Jeremy Clynes retain significant stakes in the business. The transaction is the first platform deal in the Elysian Capital II Fund, which closed in the summer of 2015 at £250m. The business will continue to be run by the same management team and all operations will remain in place. Nikki Samuels, licensing director at Sambro, commented: “It has always been our long term vision to build Sambro into a market leading licensed products company, and we have achieved that. This amazing partnership with Elysian Capital will allow us to realise our ambitious growth plans for the next few years and we look forward to working with them to take our business to a whole new level.” Headquartered in Bury, Sambro has more than doubled its sales over the last three years to £60m. Under the strong leadership of Tom Duffy, Nikki Samuels and Jeremy Clynes, the company has consistently expanded its product portfolio to become the UK’s leading manufacturer and distributor of licensed products covering a large array of categories including toys, arts and crafts, stationery, bags and more. Ken Terry, CEO at Elysian Capital, said: “The Sambro team has done a fantastic job in creating a market leading licensed products business. We were attracted to the high growth delivered by the business, its in-house product design team and partnership approach with brand owners and retailers. But most importantly we are backing a passionate team with tremendous ambitions for their business whether that be further organic growth or through acquisitions.”

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Major changes to customs legislation to impact toy market

From 1st May the EU will be introducing significant changes to customs legislation with the new UCC (Union Customs Code), which it is feared could add significant cost to the importation of toys, and in particular character licensed goods. Toy World understands that the BTHA has been lobbying against the new regulations since 2014, believing that they would have a major impact on the UK toy industry. However, the EU has now decided to press ahead and implement the new regulations. There are two main areas of concern for toy suppliers and retailers: the first relates to the point at which goods are taxed. In the past, toy companies often paid import costs on the first point of sale (i.e. the factory price). The new legislation will eliminate that option, as in the future, it will be the last point of sale which applies. While the additional cost will vary according to the product category and the specifics of the supply chain, Toy World understands that it could add significantly to importation duty. The second area – one which is shrouded in confusion – concerns royalties and licence fees. Experts suggest that while the wording has changed from the previous legislation, it remains ambiguous. Currently, for a royalty fee to be liable to duty it must: • relate to the imported goods and • be paid as a condition of sale of those imported goods Under the new wording in the UCC, royalties and licence fees will generally be paid as a condition of the sale of the goods irrespective of the relationship between the manufacturer and the licensor and should be included in the customs value. Essentially, the value of the licence is now embodied in the goods: the suggestion is that there is now a value ascribed to having a licensed toy as opposed to a non-licensed one, and this will now be reflected in the amount of duty payable. However, confusion potentially arises when taking into consideration how and where a licence is paid. Many believe that until there is a test case, it is unclear precisely how the new regulation will be interpreted. Nevertheless, it is plausible that licensed goods may face an increase in importation costs relative to non-licensed goods after May 1st. Toy companies are advised to check with a customs advisor or logistics company so they can fully explore the potential implications of this new legislation. The BTHA has been working with Barbara Scott to advise its members on this issue: BTHA members can email barbara@customs. co.uk or call 020 8866 0950 with any specific questions that would help them understand their position.

VTech set to acquire LeapFrog in $72m deal

VTech and Leapfrog have entered into a merger agreement. Hong Kong-based VTech Holdings Ltd said it would buy LeapFrog Inc for about $72 million. VTech’s offer of $1 per share represents a 78.5 percent premium to LeapFrog’s current price of $0.56. The electronic toymaker said LeapFrog would become its indirect wholly-owned unit.

Toy World 10

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Toy shop affected by flood thanks toy trade for generosity

Tim Peake tweets message from space with Stargazer Lottie Doll

The British European Space Agency (ESA) astronaut shared an image of the doll in space from his official social media accounts on 24th January. The tweet text reads: Stargazer @lottie_dolls designed by 6/yo Abigail cannot wait to get out of her box to look at the stars. #STEM The Special Edition Gold Collection Stargazer Lottie doll is a collaboration with the ESA, and is currently in the International Space Station in an effort to promote STEM and get children interested in astronomy and science.

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The Toy Shop in Cockermouth was hit by the floods in the north at the end of last year. Jonty and Fiona Chippendale of The Toy Shop in Cockermouth sent their thanks and gratitude to the members of the toy trade who supported them in such a difficult time. “This is just a short note to thank the many suppliers who sent us stock to help with our shop’s recovery post flood 2015. (It is somewhat worrying that when referring to flooding we now have to distinguish between 2009 and 2015). “Thanks to the generosity of the toy trade we have been able to continue to trade through to Christmas, albeit in a slightly Heath Robinson fashion. “As well as enabling us to create some much needed cash flow at a critical time it has allowed us to pass on your generosity to the flood affected children of the region which has brought much needed Christmas cheer too many hard hit Cumbrian households.”

Orders for the Vintage Steam Train Pull Along from Orange Tree Toys shot up after the family photo was shared globally. The photo shows Prince William and Princess Katherine with daughter Charlotte and son George at their Norfolk home. Orange Tree Toys told Toy World about the hours following the release of the official photograph. “It was a quiet last Friday before Christmas, here at Orange Tree Toys’ headquarters, when a call came in from the press association,” said Clare Hurlock, office manager. “They asked if we sold the little red train, and told us to be prepared to be sold out in the next coming hours.” The following hours saw the company receive an abundance of phone calls and emails from international press. Publications such as The Telegraph, the Daily Mail and The Express got in contact, as well as publications in Los Angeles and Las Vegas, and the celebrity TV channels. “It was a fantastic end to the year for us here at Orange Tree Toys and still the orders are coming from all over the world and media interest is still very high,” added Clare. “We are proud that the Royal Prince likes to play with our little red train and we hope he continues to enjoy it.” Orange Tree Toys also has additions to its current products for 2016, with the new Safari Range including all the classic lines, with a playset, music boxes, skittles, pull alongs and much more. The Pink Mouse range has also been extended, as well as introducing new lines, such as Trikes, Number Puzzles and Stacking Rings.

UK toy market sees 5.9% increase in sales in 2015, new figures reveal

Figures revealed at Toy Fair showed a significant rise in sales across categories, with film licences playing a major role. The UK toy market saw a 5.9% increase in sales in 2015, helping to keep it in the top spot as the largest toy market in Europe. The British toy industry is now valued at £3.2bn, according to The NPD Group, an increase of £150 million year-on-year. Innovative ideas resulted in more than 58,000 new toys being launched in 2015, equating to 31% of UK toy sales or £1bn at retail. Growth was driven partly by 2015 being a vintage year for strong film licences with Minions, Avengers, Jurassic World and Star Wars all playing their part. Frederique Tutt, global toy industry analyst at The NPD Group, said: “What is interesting about the 2015 performance is the lasting endurance of traditional toys such as building sets and action figures. It’s also great to see the variety in the toy industry where a fun game like Pie Face went viral on the internet, alongside the increasing popularity of traditional collectibles and the launch of exciting new toys from the movies – which included some of the best-sellers of the year.”

Toytopia to return to Liverpool in October After exceeding expectations last year, the consumer toy and kids brand experience is to return to Liverpool this year. Toytopia offers brand and product awareness to a consumer family audience, and is open to licensees, licensors and manufacturers. Offering 87,000 square feet of fun, the show targets a footfall of over 12,000 over the three days. Space rates start from only £69+VAT/m2. Dr Amanda Gummer, from Fundamentally Children, commented: “Toytopia 2015 exceeded ours and our client’s expectations. To be able to demonstrate product and fully inform parents whilst the children are engaged and playing was extremely valuable, especially in this environment. There’s nothing like it in the UK today.” For more information call Simon Pilling on 07791 536872 and Nigel Warway on 07769 641842.

Toy World 12

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Company director indicted in Amazon price-fixing probe after FBI raid

Registration for Independent Toy and Gift Show now open

The annual event will take place on Tuesday 12th and Wednesday 13th April in both ground floor suites of Cranmore Park exhibition centre. This venue is situated in Shirley, Solihull, just a few minutes drive from junction four of the M42. Over 80 toy and children’s gift suppliers will fill 3,000 square metres of exhibition space, showcasing their current ranges. Key suppliers such as Lego, Mattel, Hasbro and Character Options will be in attendance along with new exhibitors including LeapFrog, Magformers and Big Potato. Free registration is now open for all independent toy and gift buyers who can enjoy free parking, Wi-Fi and complimentary refreshments throughout the day. “This is our strongest line-up of exhibitors ever with Spin Master, Jumbo and Leapfrog added this year to a stellar line-up of brands, all under one roof. We are also showcasing an interesting selection of children’s gift suppliers offering something different for visiting buyers,” said Miles Penhallow. The theme of this year’s show is games, and will feature character appearances and games demonstrations. Mattel will also sponsor the Scrabble Café, which will be open throughout both days of the show for complimentary refreshments.

Toy Trust unveils 2016 theme

The Toy Trust has announced that its theme for this year is Giving the Gift of Play. 2016 will see a number of Toy Trust events and initiatives taking place including the Trust’s main fundraiser, the Big Cambridge Challenge, which takes place on 2nd July, all of which will be underpinned by the Giving the Gift of Play theme. The BTHA’s Make Time 2 Play campaign highlights the many benefits of play for children, and the Toy Trust’s theme for 2016 aims to make those benefits and positive play experiences a reality for many children who would not otherwise have access to this basic right. The Toy Trust Committee has pledged to give its support to some fantastic projects which will go on to facilitate positive play experiences for children that need it most. East African Playgrounds (EAP), based in Uganda, has been chosen as the Toy Trust’s main overseas beneficiary charity in 2016. The Toy Trust has pledged £60,000 which will go on to fund 13 new playgrounds in refugee camps, local early childhood development and nursery centres and government schools in Uganda. The playgrounds will last for many years and it is estimated will impact more than 20,000 children throughout that time.

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Daniel William Aston faces a potential jail sentence and extradition. His firm, Trod Ltd, also faces a fine of up to $100m after it was targeted in a FBI-led operation last month. The criminal case centres around the company’s business of selling wall posters to American customers on the Amazon website. The investigation saw West Midlands Police carry out raids at the businessman’s home and the Rubery based firm in December. Mr Aston has since been charged with price fixing by the US Justice Department in violation of the Sherman Act, which carries a maximum imprisonment sentence of 10 years and a fine of $1m. His company, Trod Ltd, which also trades as Buy 4 Less, Buy For Less, and Buy-For-Less-Online is also charged with one count of price fixing, which carries a maximum £100m fine.

Learning Resources’ Nuremberg reception hailed a success

The theme of Learning Resources’ annual customer appreciation at the Nuremberg Toy Fair reception was ‘new’. In a bold move the famous reception moved from its 10-year home at The Meridien Grand Hotel to the Neues Museum for Modern and Contemporary Art close to Nuremburg’s historic city wall. “We wanted a dramatic backdrop to celebrate our new branding, our new packaging and our new stand in our new hall at Nuremberg,” said Dennis Blackmore, managing director. “We knew it was a risk to move the reception and the day on which it was held, but we were overwhelmed and delighted by the support our customers showed in coming out to support us. It was a great success”. The new location provided a modern setting to display the company’s refreshed colourful logo. Guests were treated to an evening of refreshments, good company and entertainment featuring a theatrical aerial performance.

Worlds Apart defends play tent IP

WorldsApart has once again successfully defended it’s IP on play tents. Neil Shinner, CEO of WorldsApart, commented: “As the leading innovator in the Pop Up tent & play sector, Worlds Apart has multiple active patents and protection in this area. We invest heavily in protecting ourselves and retailers from the supply of inferior counterfeit product undermining the industry.”

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industry moves Fiona Murray-Young joins Mothercare as trading director for ELC

Marvin’s Magic expands team New additions have been made to the sales and marketing team. Sales director Rakesh Kakaya welcomed three new recruits. Andrew Reynolds has joined as senior national account manager, Travis Cattermoul in the position of international business manager for the US and Canada, and Thierry Bourret as international business manager Asia.

Fiona Murray-Young has joined Mothercare, marking a welcome return to the toy market after leaving Toys R Us last summer. The former Toys R Us executive started her role last month. Fiona told Toy World that she is “very excited about the opportunity”.

Richard Greaves joins Kidicraft

Tomy Europe promotion for Mark Foster

Kidicraft has announced that Richard Greaves has joined the company as business development manager. Richard has a long association with the toy industry and has worked with various companies for the last 40 years. Roy Greenwood, director at Kidicraft, said: “We are really pleased to have secured the services of such an experienced person as Richard and he is a welcome addition to our growing team.”

Magformers strengthens UK sales team Following an outstanding reaction to Magformers at Toy Fair, John White and Richard Greenwood are now on board as national account manager (South) and area sales manager (South West) respectively. John White joins Magformers after 12 years at Mattel, where he worked on numerous accounts including Smyths, Toys R Us, Toymaster, Fenwick Group, CostCo and a wide range of independent stores. Richard Greenwood is a former national account manager with Revell and has also worked for companies including Dekkertoys, Pot Black and The First Years.

Within a year of joining Tomy, Mark has been promoted from head of marketing EMEA to executive vice president, Europe. Commenting on the promotion, Masayuki Nagatake, chief operating officer at Tomy International, said: “Since joining our company earlier this year, Mark has demonstrated exceptional business leadership and strategic planning skills. During his tenure, Mark has established a reputation for agility and accountability and has strengthened relationships with both licensors and our customers.”

Sam Ferguson joins Jazwares’ global team Sam Ferguson has joined as the company’s senior director of licensing and retail. Sam, who formerly worked with Mind Candy, was instrumental in the success of all licensed consumer products associated with Moshi Monsters. In his new expanded role, Sam’s responsibilities will not only include building Jazwares’ outbound licensing department, but he will additionally work with entertainment companies to expand Jazwares’ product offerings. Jazwares’ current roster of properties for outbound licensing include Terraria, Tube Heroes, Rooster Teeth, Ruby, Lazer Team, Slo Mo guys and Pixel Piracy.

New kids on the block at Groupon David Ripley has recently joined Groupon and is leading the toy category. David is very keen to work with toy suppliers with a UK and Ireland focus and a pan EMEA reach. All specific territory queries should be directed to him in the first instance. The Groupon team is now as follows: David Ripley: Category director EMEA for toy, nursery, sport and pet care. (dripley@groupon.com) Paul Saunders: Category manager UK and Ireland for toy, nursery, sport and pet care. (pasanders@groupon.com) Joanne Wells: Toy buyer UK for arts and crafts, building sets, action figures, role-play, games and puzzles and soft toys. (jowells@groupon.com) Nicola Beglin: Toy buyer UK for infant and pre-school, youth electronics, outdoor and sports and dolls. (nbeglin@groupon.com) Oliver Mead: Sports buyer UK for children’s bikes and bike accessories. (omead@groupon.com) Laura Hunt: Nursery buyer UK for all nursery products. (lahunt@groupon.com) Anna McDermott: Toy, nursery and sports buyer in Ireland for all toy, nursery and children’s bikes and accessory products. (amcdermott@groupon.com)

Toy World 16

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K’Nex Education reveals partnership with Thorpe Park Resort K’nex Education and Thorpe Park Resort will launch a new science workshop at the theme park during National Science Week this month. The interactive workshop will use K’nex Education kits to explore the STEM principles used to create rollercoasters. Jack Du Pille, Thorpe Park Resort’s education manager, commented: “K’nex Education kits are an ideal way for pupils to investigate the science behind our thrilling rides through problem-solving, discovery and critical thinking. After the 3D learning workshop, pupils will explore the theme park to experience the science of rollercoasters in real life.” Paul Fogarty, K’nex UK’s managing director, added: “Our 3D building system means we are uniquely placed to bring the excitement of construction play and coasters into the classroom. We’re thrilled that the K’nex Science Workshop at Thorpe Park Resort will offer pupils a fun and engaging STEM learning experience as well as a chance to enjoy some of the best theme park rides in the country. Who knows, we may even inspire a future rollercoaster designer.” The K’nex Science Workshop at Thorpe Park Resort is suitable for key stage 2 and 3 classes and can be booked at www.thorpepark.co.uk/schools. For more information about K’nex Education’s range of STEM learning kits, visit www.knexeducation.co.uk

Lego and Cartoon Network launch Nexo Knights toy range and app

Schleich makes a return to TV

Cartoon Network has announced its partnership with Lego to support the new Nexo Knights toy range and gaming app. The company aims to promote both products across its TV and digital platforms. The partnership coincides with the launch of the Lego-animated Nexo Knights series, which is currently airing every day at 6pm on Cartoon Network. Zara Peters, sponsorship and promotions director at Turner Broadcasting, said: “We’re thrilled to be working with the Lego Group to help launch the Nexo Knights toy range and digital gaming app. It also ties in nicely with the recent launch of the new series on Cartoon Network. The partnership comes off the back of a number of successful partnerships of Lego product launches, especially those for which we air content, such as the highly successful Ninjago: Masters of Spinjitzu, Justice League: Batman, BeLeaguered and Mixels.”

Following exceptionally strong results for 2015, Schleich is looking forward to the year ahead, with extensive marketing and PR campaigns to further brand awareness and support retail partners. TV sponsorship will be at the heart of the activity with a 24 week sponsorship package with Boomerang, starting the week before Easter. Delivering in excess of 1000 TVRs the eight separate idents will continue right through summer and feature all non-licensed sectors of the Schleich portfolio including farm, wild life, horses, and dinosaurs. Further marketing and PR will take place across the entire Schleich range including kids press and outreach to digital mums. The objective will be to build on the existing loyal following for the brand, together with introducing more new parents to the beauty and pure play value of Schleich figures and play-sets. Jeremy Robinson, Schleich’s UK country manager, commented: “After having a great year in 2015, it is our intention to grow further and in order to do that we are delighted to be bringing TV advertising back into the Schleich marketing mix. It is however just a small part of our plans for 2016 as we have a huge amount of new activity to announce soon, all of which will support our retail partners.”

Character Options creates pre-Easter buzz around Peppa Pig Peppa’s Holiday range will be the focus for the spring with an extended 40” commercial. The new Peppa Pig Construction collection makes its TV debut from February with a dedicated TVC. The 30” commercial will feature the entire collection including key items such as Peppa’s Family Car, Grandpa Pig’s Train and Boat and Peppa’s iconic House. Both Peppa TVCs will be driven aired on channels such as Nick Jr, Milkshake, Disney Jr. and Cartoonito through till March and be added to with further marketing support, especially with parents. Parental magazines and digital mums will form a mainstay of the audience and activity will deliver over 2 million opportunities to see the brand. This is just a small part of the TV and marketing plan for Character Options with many other brands including Ben and Holly, ChillFactor and Beados receiving major support over Easter.

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marketing world

Living in a digital world

Welcome to the first regular column from nGen – the digital engagement specialist team within Generation Media. It’s a timely juncture at which to begin as we’re entering a landmark year for digital kids and family advertising. Digital is literally everywhere, and nowhere more so than in the kids and youth space. You’ve no doubt seen one of the videos online featuring toddlers trying to swipe a paper magazine or other humorous misadventure. The reality is that today’s kids are ‘digital natives’ – those born after the proliferation of the internet; the invention of the smartphone; the mass market penetration of the tablet computer. Technology to this audience is already ‘old-hat’ – and we should always remind ourselves of that. In the advertising space, digital/online makes up a huge proportion of UK spend – more so than in almost every territory worldwide. 2016 is expected to be the year that digital spend makes up more than 50% of UK ad spend for the first time. This year, the digital marketplace is expected to be worth £8.9bn in the UK. Within that slice of the pie, 50% will be spent on mobile platforms: £4.4bn – that’s more than the entire print, radio and outdoor market combined in display ad terms. There’s a reason why Google’s tax return has been in the news so much in recent weeks – despite being a company that the vast majority of the UK public will never spend a single pound with. It’s an essential platform for the successful advertising of almost every UK toy brand sold from the biggest bricks and mortar chains down to a spare-bedroom online toy store, and cannot be ignored. One area where this trend hasn’t yet caught up is within our own toys and games space, which is surprising because toys suppliers and retailers are supposedly advertising products to digital natives. Why wouldn’t we market online when 40% of kids now own their own tablet? Facebook tells us that they don’t allow under 13s to access the site, but

anyone who knows the average UK child will tell you that to say this is stringently policed would be a fallacy: in fact the BBC recently revealed as part of Safer Internet Day that 78% of 10 to 12 year olds have at least one social media account. Of course, there’s the downside – the same survey revealed that 4 in 5 teenagers reported that they’d witnessed instances of ‘online hate’. So, as toys and games advertisers, there is a moral obligation to protect our audience online, yet there are no strict regulations in place as there are in the US. Across the coming months, we hope to bring you the facts, figures and opinions that will encourage you to reconsider digital/online as perhaps the most important medium for reaching your current and next generation of customers. After all, they are the digital natives, and you as marketers need to ensure you are speaking their language.

Martin Doyle - Head of digital

Passion, creativity and experience Toy World spoke to Diaframma’s Duccio Abolaffio about the Italian advertising production company’s plans for 2016. Was 2015 a successful year for Diaframma? Diaframma had a really good year in 2015. We have a very loyal client base, which we have had for the past decade, but we also had the opportunity to work with a number of new clients last year. We had 25 of them in fact, so a really good year. We also had the opportunity to expand our horizons through more work with strategic markets such as the US and UK.

How did you find Toy Fair season? We visited Hong Kong, London, then Nuremberg and New York. As many from the toy industry know, it’s very tiring, but thrilling. The main feedback from our clients was that they appreciate our ability to generate tailored commercials for every type of product and market, making us stand out from the more mass-produced commercials of our main competitors. The restructuring of the company a couple of years ago also really paid off. Our numbers are higher and a lot of young people have joined our ever-expanding team. It has contributed to create a great work environment and has given us the opportunity to be more flexible regarding timing, which is always important when working with new clients. We had some very fruitful meetings at the Toy Fairs with external agencies such as audio, creative and casting, who are interested in establishing a relationship with us. We are confident that these new partnerships will help us to keep our place among the leading advertising agencies in this industry.

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Funrise creates a bubble buzz this Easter Gearing up for additional sales for the Easter holidays, Funrise has set in motion robust marketing plans for its bubble blowing line, Gazillion. TV advertising is at the core of the marketing drive and will see 390 TVRs delivered during the Easter holiday across idents such as Cartoonito, Boomerang and Disney Junior. Fans of the globally renowned bubble brand will see that there’s plenty to choose from and enjoy indoors and out, with the array of bubble blowing gadgets and blasters on offer. Further marketing and PR will take place across the entire Gazillion collection including digital marketing to mums, parental outreach and kids press that is set to reach over 1.1 million children. A plethora of products will be available, including the Tornado, the Monsoon and the Incredibubble Wands that create huge bubbles with a spin. Finally, the brand will be supporting retailers with in-store demo days for children up and down the country to take part in. With activities and competitions as well as sample bubble bottles and literature to take home, Funrise will ensure that brand awareness for Gazillion is at its height as the warmer months approach.

GP Flair reveals extensive TV marketing plans The girls’ collectible brand Shopkins will have its entire season four line-up supported with heavyweight TV together with spots for the Food Fair playsets. Also included in the mix are spots for the Shoppies dolls and the Donutinas Delight playset. Added to this will be a pre-Easter SuperAwesome digital campaign, plus plenty of instore activity. For the Teenage Mutant Ninja Turtles Animation collection the awesome Party Wagon and the brand new Wave 14 Dimension X action figures will be the focus of a three week TV campaign over the entire Easter period, followed by a further five weeks of the new Turtles Out of the Shadows Movie range. Spring is a key time for sales of creative play and activity kits and so Flair’s Cool Create division will also be well represented with TV presence across the entire portfolio. IDO3D, Cool Cardz, Chocolate Bar Maker will all be in the schedule, whilst robust campaigns are also in place for the new spring launches of 2 in 1 Sticker Magic, Spirograph and Mr Frosty.

Let your child be the teacher

www.playteachers.com

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licensing world The toy trade’s no.1 resource for licensing news and opinion

Fisher-Price launches new Blaze and the Monster Machines toy range

Blaze and the Monster Machines first came onto TV screens in March 2015 and has since built a strong pre-school fan base. Children and parents are introduced to STEM learning through engaging themes, storytelling, stunts and transforming Monster Trucks. The new Fisher-Price range allows pre-schoolers to play out their favourite moments from the episodes, as well as create new stories and imaginative adventures with a range of interactive products including talking vehicles, collectible diecast vehicles and transforming Monster Trucks. Already in demand from consumers, the toy range includes key TV driver, Transforming Blaze Jet plus an extensive collection of vehicles from the new Slam & Go trucks to Blaze bath toys. Strong TV presence will be supported by an extensive marketing campaign, a press partnership across pre-school children’s magazines as well as an all-encompassing PR programme. New episodes of the series will also air on Nick Jr. across March. Wendy Hill, director of brand activation at Mattel UK, commented: “We are delighted to welcome Blaze and the Monster Machines to our Fisher-Price character brands portfolio. Blaze has a large fan base which is continuing to grow, and with new content launching in spring, we are very excited for the highly anticipated launch of the Fisher-Price toy line to bring this action-packed series to life for pre-schoolers through play.”

Mattel announces renewed agreement for Cars franchise

The company has announced a renewed relationship with Disney Consumer Products for the Cars franchise and the upcoming Disney Pixar film, Cars 3. The agreement gives Mattel continued worldwide rights to manufacture, market and distribute toys and products based on the award-winning Cars franchise across multiple categories, including vehicles and play-sets. “We are very pleased that Disney Consumer Products has once again chosen Mattel to help bring its iconic Cars franchise and characters to life for children around the world,” said Christopher Sinclair, chairman and CEO of Mattel. “Disney and Mattel have enjoyed an outstanding partnership for nearly 60 years, and we are thrilled to see the relationship continue in such a meaningful way.”

Bandai to make a splash with Finding Dory

The new global product line-up celebrating Disney Pixar’s Finding Dory has been unveiled. Debuting theatrically in the UK on 29th July, Bandai has translated the timeless characters to engaging play experiences for families. The merchandise will roll-out globally beginning in May. “With the beloved characters from Finding Nemo joining a fantastic new supporting cast of friends, our expansive line is sure to spark imaginations worldwide to share in Dory’s aquatic journey,” said Kenji Washida, vice president of brand management at Bandai America Incorporated. “From kids to adult collectors and everyone in between, the Finding Dory line from Bandai offers something magical for the whole family.”

Ravensburger and Sambro sign up for Angry Birds Ravensburger and Sambro have been unveiled as licensing partners for the forthcoming Angry Birds film. Ravensburger will produce a range of jigsaw puzzles, while Sambro will be offering a selection of bags, stationery and pocket money items. Additional licensees recently announced also include Poeticgem for adult apparel and Smith and Brooks for children’s clothing. The Angry Birds Movie is a major summer tent pole comedy produced by Rovio Entertainment and distributed globally by Sony Pictures International.

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Warner Bros and DC Entertainment prepare for Batman v Superman: Dawn of Justice

As two legendary DC Comics Super Heroes come face-to-face on the big screen for the first time, Warner Bros. Consumer Products has teamed up with a powerhouse slate of global licensees for a broad multi-category licensing and merchandising program to support the Batman v Superman: Dawn of Justice film, which will be released on 25th March. Global master toy licensee Mattel will unveil its vast toy line, including action figures, vehicles, playsets and collectible figures, highlighted by the Multiverse line. Also supporting the film are global licensees such as The Lego Group, with construction sets inspired by memorable scenes from the film, Rubie’s with a new line of Batman v Superman: Dawn of Justice-inspired costumes and accessories for both kid and adult fans and many more. Additional toys, games, and collectibles partners bringing the Batman v Superman: Dawn of Justice products to life include Funko with stylised collectible figures, Jakks Pacific with its popular 31-inch and 20-inch collectible Batman and Superman figures and Spin Master with remote control Batmobiles.

FremantleMedia and Just Play appoint The Giochi Preziosi Group

The company has appointed The Giochi Preziosi Group as the toy distributor for Kate & MimMim in key European countries. Just Play’s new range of Kate & Mim-Mim toys will be distributed in the UK, Germany, France, Italy, Spain, Portugal and Turkey with the UK roll-out scheduled for the summer, followed by other territories from autumn. Kate & Mim-Mim launched in 2014 to strong ratings on CBeebies in the UK, Disney Junior in the US and Super RTL in Germany. The series has since been sold to 120 international territories. Dario Berte, Giochi Preziosi Group’s CEO, said: “We’ve always admired the story telling and exceptional production values evident in the Kate & Mim-Mim series. It’s a highly engaging, and innovative girls’ pre-school brand with a distinctive look and great lead characters that Just Play has captured beautifully in its launch year product offering.”

There’s Something Special about Golden Bear

With the ever growing popularity of characters such as Mr Tumble, Aunt Polly and more, Toy World’s Jonika Kinchin caught up with Christine Nicholls, vice chairman and director of product development at Golden Bear, and Justin Fletcher, Mr Tumble himself, to find out what’s new for 2016… There will be a new range of toys associated with the show launching this year, how do you incorporate Something Special into the toys? CN: We’re mindful of the feel, textures, sounds and lights which bring more appeal for a broader audience. They’re all very inclusive, and it doesn’t mean only children with disabilities can play with them; they’re for everyone. The Makaton aspect is featured on all of the individual packaging, so just like the show, everyone can get involved and learn. There are different aspects and features which work well for the brand. What’s new and different about this particular range? CN: Mr Tumble/Something Special has had a makeover, with a brand new line and styling, including products such as Mr Tumble’s Fun Car, Mr Tumble Tap and the new Justin’s House Playset. These are completely fresh and new, and will be available on the market in July. Of course, the original range is still going strong. All of us at Golden Bear are very pleased with the new look. Golden Bear was the first to pick up the licence for the Justin Fletcher associated toys which have proved successful in pre-schools, and we’ve been making them for just over three years. How has the reaction been to the show? JF: It’s great to have parents come up and say how much they love a certain character and how something from the show has really helped their child. It’s just so important, especially when we hear things like “my child has spoken for the first time since watching the programme”. It doesn’t really get any better than that. The programme celebrates what the children can do and it’s entirely inclusive. What’s happening in 2016? JF: We’re filming a new series of Justin’s House this year, and series 10 of Something Special was launched a couple of weeks ago. We’ll be doing festivals this year with lots of exciting new projects. We got a BAFTA for Gigglebiz which was great, but Something Special is the key programme for me; I’ll keep doing that for as long as I can. We’re also currently working on a new album.

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Brand profile

The return of the Powerpuff Girls Toy World spoke to Cartoon Network's Jo Broadfield about the impending return of the trio of female superheroes

fantastic and really bring the world to life off-screen. Moschino is also on board as the brand’s first fashion licensee. The aspirational range features bold and quirky prints inspired by the show. It created a huge buzz on the catwalk during Milan Fashion Week when it debuted last September and it’s been a key feature across the fashion pages since. Locally, we’ve been overwhelmed by the interest from UK licensees and with this strong foundation in place, it’s set to be a really fun, innovative and unique consumer products programme led by toy, fashion and accessories, gifting, homewares and back-to-school. We’ve got more partners to be revealed soon so watch this space.

Why do you feel the time is right to bring back The Powerpuff Girls?

What do you see as the key attributes of the brand – what makes it special?

There’s very clearly an opportunity for a strong girls property – and The Powerpuff Girls is exceptionally strong on a number of levels. A key strength is the brand’s relevance to today’s girls and their parents. The Powerpuff Girls was arguably the first superhero property for girls when it launched back in 1998, with Blossom, Bubbles and Buttercup being true ambassadors of girl power. What was perhaps a trickle back in the nineties is now a tide of parental and girl interest in strong female role models. It also has a distinct visual aesthetic which is iconic, ownable and sets it apart from the competition. Cartoon Network has a proud history of award-winning content – and our brands have social currency. This means that girls (and boys) will love to be associated with this brand – that’s a key driver of its success and longevity.

The Powerpuff Girls has a cool credibility and undeniable legacy – it’s also heaps of fun. At its heart, the show is about friendship and sisterhood. It celebrates female strength and demonstrates that kids should never be underestimated. Each of the crime fighting trio has a unique personality and together they are an unstoppable force, using their powers and awesome strength to fight baddies and save the world before bedtime – all while finishing their schoolwork of course!

What differences will we see with the franchise this time round? Whilst the show has been updated for a new generation, we’ve worked extremely hard to preserve the key elements from the original show. So we’ve still got the iconic characters, funny situations, playful, offbeat humour and a good chunk of action – but the references have been updated and there’s a new theme song and an all new voice cast. The series is being produced by Nick Jennings, the award-winning and incredibly talented name behind Adventure Time - when Nick is involved we tend to have a hit on our hands.

When will the series start airing in the UK? Bubbles, Blossom and Buttercup will be back on UK TV screens in April – the countdown is on.

Who will be the key partners in the licensing programme for the UK? The global licensing effort has been kicked off with Spin Master as the global toy partner. The products are looking

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When will the initial products be launching into the UK market? We’ll be able to share more details soon but products are set to launch across EMEA in 2017.

How successful do you believe The Powerpuff Girls can be in 2016 and beyond? If the amazing reaction from fans, critics, licensees and retailers is anything to go by, it is looking to be a very promising decade for The Powerpuff Girls. Bubbles, Blossom and Buttercup will around for quite a while – just watch them.

NPD Column What is an expensive toy?

The NPD Group’s Rory Partis examines the popularity of big ticket items and their impact on the toy market.

s with every market, there are huge variances on the average prices we see across the many toy categories. The lowest average price we saw in 2015 was an astonishingly tiny 14p, whereas the most expensive item in the toy data was a staggering £1,590. Now it’s obvious that the type of toy dictates the cost; the cheapest average price belonged to a collectible pocket money item and the most expensive was a large wooden climbing frame for the garden. However, the success of these items at both ends of the spectrum can have a large say in how the market ends up. The impact of loom bands and stickers in 2014 is a great example of how low value items can make up a large part of the market. However, it’s the big ticket items we’re going to take a closer look at. These more expensive items are usually popular presents at Christmas, and with a December that was +9% in value last year, we must ask ourselves: was 2015 the year of the big spender? If we look at the price point trend in toys for 2015, we can see that the only groupings which show a negative trend are the low price points of £0-3 and £3-6 which, when combined, lost around £15m in 2015. The effect of loom bands and World Cup stickers had a big impact here, but all over price points gained value in 2015. The toy market gained £135m in 2015, and of that gain, toys priced over £30 contributed more than £50m to that figure; that’s over a third of the value gain coming from these bigger ticket items. Looking at December, the £50+ price point accounts for 11% of all toy sales in the month, over indexing for this month as it accounts for just less than 9% for the whole year. The £50+ price point added £7m to the market in December, which is impressive growth at an important time of year. So with last year, and particularly last Christmas, being a good year for the higher price points, does this mean consumers are loosening the purse strings after a few years of tightening? NPD data last year showed that the UK was one of

the highest spenders on Price Point Value Gain/Loss Across Total Toys toys per child Value (£m) – YTD December 2015 v 14 around the world, even slightly higher than the US. £6 - £10 Looking £10 - £15 at the top 20 £15 - £20 items for the year, there £20 - £30 were two items £30 - £50 on the list that £50 + had average £3 - £6 prices over £100, both Star Under £3 Wars-related 500 400 300 200 100 0 items it must -20 -10 0 10 20 30 40 be said. If we Value Sales £MM Value Sales Gained (£MM) then look at December in Source: NPD EPoS Retail Tracking The NPD Group, Inc. | Proprietary and confidential 1 isolation, both Document classification: Internal Only these items feature higher up the list and there is also another impact too, but if the flagship items for the year item joining them in the top 20, a scooter with an can capture the imagination, then this can be really average price of £135. Just these three items together significant. gained over £4m to the month of December, which is What will it be in 2016? pretty impressive. Obviously it helps that two of these items were licensed Star Wars products, the top performing licence for Q4. However, that is also a point in itself. With 2015 being such a standout year for movie and entertainment-based licences, this can naturally drive the higher price points if those licences are connected with the items. The Shpero BB-8 is a great example of this. Its £130 average price could seem quite expensive, but with the iconic licence the Q4 sales for the item were very strong. So I think we’ve seen that bigger ticket items being popular, particularly at Christmas, can have a significant impact on the market. It’s also becoming apparent that our views on what is expensive are possibly changing; if something is viewed as being worth it, then that is real value. Crazes will come and go, and they have a positive

Rory Partis

executive director

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

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Toot-Toot Drivers Garage is back on TV! Movable helipad Electronic gate

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talking shop The winner takes it all

As Toy Fair season draws to a close, Toy World’s Jonika Kinchin talks to some of the winners of the 2015 Toy Industry Awards, about their thoughts on Toy Fair, how the whole season went, and what their award means to them.

Winner – Independent Toy Retailer of the Year Jason Mahy, Managing Director, Aladdin’s Cave There’s always an awful lot to see at Toy Fair in a relatively short period of time. This year, the Sunday seemed a quiet day but it was very productive for us as it was so easy to get around and see people. We found lots of exciting new product ranges for 2016. Standout products for us were Snuggles (My Dream Puppy) by Character Options, which looks very cute. Lego, which seems to go from strength to strength, is always a standout. I was also really impressed by Bunchems, a very tactile creative product range from Spin Master. Finally, having been recently learning to play the guitar, I was very excited to see the superb children’s guitars at Music for Kids. The BTHA contacted us directly to tell us we were finalists. We were obviously delighted but didn’t wish to get too carried away as we had no idea what our chances of winning would be. We have been nominated in the past and have made an entry on two previous occasions, but with us I guess it’s a case of third time lucky. It is a tremendous morale booster to win such a coveted award, particularly for our

sales staff who have worked so hard all year. We have evolved and developed the business over the 37 years since its inception, and I see this award as the culmination of all of the effort that has been put into it over that period. I’d like to say a huge thank you to those who acknowledged our efforts by nominating us for this award.

At the time of writing this, we are due to distribute a press release which will hopefully give us some extra coverage. I’m sure that the local community will be delighted to see a local Guernsey business win this national award. It’s very early days to say how this year is going yet, but steady as she goes so far.

sand paINTING

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Winner – Specialist Multiple Toy Retailer of the Year (up to five stores) Ginette Mckee, Owner, Toy Town Seaford

When I tell people that I look forward to Toy Fair more than Christmas, I get very strange looks, but it really is the highlight of the year for me. When the entire year is spent building up to one mad day in December, it can only ever be an anti-climax, whereas Toy Fair is where all the fun starts again. This year was a very special one, as Toytown was announced as winner of the Specialist Multiple Toy Retailer (up to five stores). We were excited enough to be shortlisted, and I suspect everyone in the room could see just how excited we were to hear our name announced. We were probably the noisiest bunch in the room, for which I make no apologies. It means a huge deal to my staff to have their efforts recognised. Sadly, my elves had to head straight back to Sussex after the event, but the lovely people at Toy Barnhaus let me join in their celebrations - big thank you and congratulations to Mark and Steve. Never letting an opportunity for a night out go to waste, we have a Toytown celebration planned in the next few weeks. The news of our award spread very quickly, and the local community seem almost as delighted as us. The people in Seaford have been very supportive of us from day one, hence we are still

Winner – Department Stores Toy Retailer of the Year Warren Du Preez, Toy Buyer, W J Daniel & Co

As I’m sure every other Toy Fair visitor has said,

here, and I think they are proud to have had an independent shop recognised. Our most recent store in Haywards Heath has only been open a few months, so there are still new customers every day and I suspect this is where an award from a body, such as the BTHA, can make a huge difference. To have been recognised by people across the industry can only instil confidence in both the staff and the customers. There was no shortage of surprises at Olympia this year product wise, from all our usual suppliers, notably Flair and Vivid, and a couple of new ones. We have placed our first order for the Lottie dolls. As often happens, we found a few gems in the greenhouse area, including Crayon Rocks, musical instruments and some wipe clean educational playmats. The key members of my team all come up for a day each, so we can share opinions on things and they can see products unboxed, which is invaluable when it comes to selling. As always with Toy Fair though, it goes too quickly. It would have been great to have had longer to look around for more new products, but with appointments every hour on all three days, it was a case of finding the odd 10 or 20 minutes. It

Sunday was the quietest day, whereas Monday was as busy as expected. It produced a real buzz and I think the whole show was generally well-received. It’s such a shame about the London/Nuremberg clash, however it was still very productive for us and we got around to see a good chunk of everything. It was definitely the busiest show for us, we were all booked up with back-to-back appointments, but we still had some time to wander around to see what was around and what was new. Lego always has a consistently good stand,

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amazes me every year that I can spend three entire days in what is effectively one big room, and still not see it all. To help prevent that awful “it’s all over” feeling, I was straight off to Nuremburg. Even though it’s effectively 10 times the size (2800 as opposed to 280 suppliers) it is actually possible to walk the entire 12 halls in a day, provided you don’t stop. My step counter can prove it. I spent day one scouting, taking a snapshot with the stand number of anything I wanted to return to, then day two and three were spent revisiting those suppliers which stood out. There were some amazing products out there, however it is often a case of them not having a UK distributor, which is frustrating for both the supplier and the retailer. Some are happy to deal direct, others not, so it’s hit and miss. Maybe if someone wants to share an order of 1,000 packs of card games with me, they could get in touch?

aesthetically pleasing with a few stand out products in the range. I also really admire what Ravensburger has done with Brio since the acquisition. It’s been on a massive journey and the outcome is impressive. Spin Master also had a great stand and the Paw Patrol range looks promising for 2016. We always leave time to have a look around the Greenhouse area, as there are usually some hidden gems in there. Last year, we picked up Accentuate which has gone on to be a huge success. I believe we should aim to spend more time there, as it is

the Greenhouse, as bigger companies have previews anyway, whereas this might be the only chance smaller companies get to showcase products. The same goes for Spring Fair, in that you can find some really good products when you weren’t expecting to. In regards to the Toy Industry Awards, the BTHA actually created a new category for department stores, including us, John Lewis and Debenhams, as we were previously categorised in the independent store categories. They decided that this wasn’t fair as department stores often have larger floorplans and more visitors as they tend to stock more than just toys. We won the Independent Toy Retailer of the Year award in 2011, which was great. This year, we feel humbled to even be nominated, let alone to win. It’s really the icing on the cake, especially after the crazy six weeks leading up to Christmas, and then during the quiet periods when you contemplate if you’ve done the best possible job, so we would like to thank the BTHA for the honour. With Daniels being over 100 years old, we have some very loyal customers who have in turn introduced the next generation of their family to the store to keep it going. They gave a great reaction to the win, especially on social media. The start of 2016 has been really good, with results showing a 13% increase in trade over Christmas. Our task now is to keep that up. We remain hopeful, especially with Easter and half term being so early in the year. Being located in Windsor, we are at a prime location for tourists, and we have a life-sized Lego soldier in store, which people often take pictures with. Overall, February has been steady but it’s too early to tell how the year will go. Judging from the numerous toy fairs and the general feel of things, I think there will be a few very successful licences this year, however because there are quite a lot of new ones coming out, it’s hard to tell which will do best. We’ve got high hopes for Finding Dory, The Secret Life of Pets and Blaze and the Monster Machines. There are also some standout pieces from the Lego Technic range which I predict will be particularly successful. As a toy buyer for a department store, the main task is to try to accommodate for everyone, not just children. We have customers of all ages, and therefore in recent years I’ve picked up less conventional, more quirky things such as Linkee and Bucket of Doom from Big Potato, which do sometimes fall under the gift category, but sometimes the lines can blur between toys and gifts – especially for adults.

If you would like to get involved with next month’s Talking Shop, please get in touch with Jonika: 01442 502 405, jonika@toyworldmag.co.uk

indie viewpoint

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Lads who lunch

i all. As we write this, it is the day before the Spring Fair, and our last show for the start of the year. However, with Olympia still fresh in our minds, it is a good time to look back at it. As usual, our time there absolutely flew by. It was very unusual getting up early on Sunday, but it was the easiest commute for us to get there. It was a pleasure with public transport being so empty. At the fair itself, going round on Sunday was a pleasure, and it did not seem as busy as the first day normally is. However, most people on he stands reported they had been busy, and there was certainly a buzz in the air after what turned out to be another good year for the UK toy industry. On our first day, our standout stand was Spin Master, with a good hour being spent on it. They have some fantastic new Paw Patrol lines coming throughout the year and also a strong line up of Kinetic sand and other craft lines for the year. Also we liked some of the development in 3D puzzles from Ravensburger. They have grown steadily over the last few years, and some of the new light up lines, along with the new designs that appeal to a younger audience. As normal, you will not be surprised that we had our lunch appointment booked, and Graham Hurrell at Vivid did not disappoint. Although, from the amount of fruit on offer, I think he thought we may have been on a diet. There was some strong new ranges from Vivid, with the Paper Plane Launcher looking like a great demo line, and some exciting new additions to Crayola. Our visit to the Lego stand was another highlight, with the new location making it a lot easier to get on the stand. There were some great new lines for the second half, with Stephen being particularly excited about the new Technic lines. By then, it was time to have a quick freshen up, before the Toy Awards, this time held at Pizza Express. We were a bit worried what nibbles would be provided, but luckily, there was pizza galore, so we did not starve. Although not as grand as in previous years, it was still a great event and well-attended. As usual, there were some very worthy winners and to our great surprise, we won Best Independent Specialist (up to 30 stores). It was a great honour to win and thanks to everyone who put us forward for it, and to everyone else who was nominated or won, they are all very worthy of the accolade. After that surprise award, it would be a shame not to celebrate, which meant we were 20 minutes late for our first appointment the next day. The Monday definitely was busier, especially with all the press around. We had another full day of appointments, with our best stand being Character Options. There were almost too many things to list, with Teksta Toucan being a great new line in the range. Pom Pom Wow is a great new twist on an old favourite and Stretch Armstrong looks nicely updated for 2016. After all that toy viewing it was time for lunch and the aroma of sausages and chicken goujons did not disappoint. When we left the stand, we could barely fit through the entrance. One of the best games for this year was on John Adams, with Silly Sausage. One of our managers volunteered to have a go, and much hilarity ensued. On review, it was another great Toy Fair and leaves us feeling optimistic for the year ahead.

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TOY FAIR 2017 DATES BACK TO NORMAL LONDON OLYMPIA TUESDAY 24TH - THURSDAY 26TH

A HUGE THANK YOU TO EVERYONE FOR STICKING WITH US IN WHAT WAS EXPECTED TO BE A CHALLENGING YEAR. THE S H OW WA S A G R E AT S U C C E S S T H A N K S TO A L L O U R EXHIBITORS AND VISITORS AND WE HOPE TO WELCOME YOU BACK NEXT YEAR.

THANK YOU.

Fresh

FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. In March we have new releases from: Worlds Apart, Kids Bee Happy, Artstraws, Playteachers, Global Opportunities, 3Doodler, Posh Paws and Qolor.

The Star of the Show 01637 882200 | tradeenquiries@worldsapart.com

WorldsApart has débuted its latest toy, SelfieMic, which is set to hit toy aisles worldwide from July, backed by a heavyweight marketing campaign and strong global distribution. Combining innovation, technology and hot trends, SelfieMic allows children to create their own music videos and become a pop star straight from their bedroom. With worldwide patent and design registrations in application, the product features a ‘selfie stick’ with a working karaoke microphone, ear piece and music app. Children stream their own voice or lip sync to their favourite songs and create music videos on their smart phone which they can share with their friends – no camera crew required. WorldsApart has also collaborated with leading global singing app, StarMaker, on the product. Based in California, StarMaker has over 30 million users worldwide and features a library of fully licensed tracks including all the biggest pop hits from Taylor Swift to Justin Bieber. “We are thrilled to be working with WorldsApart to unleash music video

creativity in everyone. The groundbreaking combination of the SelfieMic with StarMaker’s karaoke video creation technology creates a seamless singing experience simple enough for a child to use, yet fun for the whole family,” says Jeff Daniel, CEO of StarMaker. The first toy of its kind to hit shelves this Summer, SelfieMic has already secured a number of key global distribution partners. Moose Toys has been appointed as distributor for the US and Canada, while IMC will distribute SelfieMic across Spain, Portugal, France, Italy, Germany, Austria, Switzerland, Mexico and Latin America, with further partners to be announced in the coming weeks. Neil Shinner, CEO at WorldsApart commented: “We are delighted with the worldwide reaction to SelfieMic and, as The Today Show in US said, it’s the one to watch for this Christmas.” WorldsApart will be extending the range in 2017 to include an exciting new multi territory opportunity with Disney.

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Fresh

Kids Bee Happy

01776 889569 | www.kidsbeehappy.com Kids Bee Happy has secured the UK and Ireland distribution rights for Red Castle’s highly popular Sand Painting products. The USP of Sand Painting is that it’s an arts and crafts activity that appeals to both boys and girls, from pre-schoolers all the way through to teens. Disney’s Frozen remains the highest selling variant, although Disney Pixar’s Finding Nemo is gathering strong demand in anticipation of the new Finding Dory film later this year. The 2-in-1 Sand Painting packs include two character sand painting pictures, the top layer of which is pre-cut and peels off to reveal a pre-adhesive underneath. In each of the packs children have 15 tubes of sparkly coloured sand to sprinkle onto the picture to colour it in. The packs also include sleeves for children to display their finished pictures in. It will take children around an hour to make the two pictures, so it is very competitively priced in its segment. Kids Bee Happy has been selling Sand Painting retail products through its own network for the past year, and the demand from customers for the new Disney packs is huge. Red Castle’s sand painting products are already being sold in over 32 countries globally, including retailers such as Hamley’s, Carrefour and D&S Chain Stores, and the company is excited to have the opportunity to introduce these products into the UK and Irish markets.

Artstraws

01792 796 151 | www.artstraws.com Artstraws has two main brands, the Creation Station range of arts and crafts, and the Play & Discover range of early development and learning products. Both ranges are widely used in schools throughout the UK, particularly in nursery, pre-school and primary classes. The company’s new Sit & Ride Animals range fits in well with the other Play & Discover lines, as it helps children to develop their balance and spatial awareness skills. The seven animals are intended for robust play, both indoors and outside. Artstraws usually only introduces products to its retail range once they have been proven to be successful in the educational market, which is the case with these products. Packaging has been kept to an absolute minimum, and the deflated animals are being supplied to retail just as they are supplied to schools, in a tough poly bag with no fancy boxing – an idea that was well received at the recent toy fairs. The range also comes with an effective pump, supplied free of charge. A display model will help sales, and Artstraws has a promotional deal that will enable retailers to obtain one free of charge. The full range of seven Sit & Ride Animals can be seen on the Artstraws website.

Global Opportunities

Playteachers

0190 583 1919 | www.liscianigroup.com

0781 7997 713 | www.playteachers.com This new role-play game was created by Stockport primary school teacher Frazer Moyes. The game, which is certain to fire children’s imaginations, contains all the props needed to run a classroom, including a teacher’s register, certificates, stickers, a traffic light poster, charts, a dry wipe whiteboard, pens and more. Coming from a teaching background, Frazer created the game when his own children often asked for ideas and resources for their role-play classroom games. Having a classroom of his own to conduct market research and try out different products led to the discovery that the game is best suited to both boys and girls aged 4-9 years. The game is currently stocked by a number of local toy shops. Playteachers aims to gain further interest in online sales and to reach out to further potential retailers and UK toy buyers. Encouraging time out from tablets, gaming and electronic gadgets, Playteachers encourages imagination through play, building confidence and helping develop speaking and listening skills.

Global Opportunities believes that science should be a hands-on experience. From this conviction, Piccolo Genio’s First Experiments range was born. Created with great care from quality materials and addressing state-of-the art scientific concepts, each Piccolo Genio Experiment set leads children to discover science in an original and fun manner. Piccolo Genio’s Super Easy Chemistry kit provides 25 easy and safe experiments for learning the basics of chemistry. The box includes test tubes, reagents, beakers and many instruments. In addition, the set comes with a mini chemistry desk to keep everything organised. The game’s illustrated guide takes children through the experiments step-by-step and explains how to perform others using every-day materials commonly found in a home. Piccolo Genio’s Construct the Solar System set is a simple science kit which can be used to mount and hang reproductions of the planets to see how our solar system is made. In addition, a large poster is included so that children can discover many interesting facts about the planet and other celestial bodies.

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Fresh

3Doodler

0161 826 4796 | www.the3doodler.com From the makers of the world’s first 3D printing pen, the 3Doodler Start is a 3D printing pen designed for young creators. Kid-safe, ergonomically designed and eco-friendly, the 3Doodler Start was built to be simple for kids to use. The 3Doodler Start uses biodegradable eco-plastic refills, created by the WobbleWorks team. The plastic melts at a lower temperature and hardens quickly once extruded, allowing kids to build solid stable structures in an instant. With no external hot points, the 3Doodler Start is ideal for worry-free independent play, allowing children to explore their creativity for hours on end. Coupled with the growing collection of curricular materials available for free on the 3Doodler website, the 3Doodler Start is also the perfect tool for enhancing the teaching of STEM and arts subjects. The original 3Doodler made 3D creation possible without the need for expensive equipment or complicated software; the new 3Doodler Start empowers kids to think and create in 3D at an even earlier age. Shipping in May 2016, the 3Doodler Start will be available with a range of accessories and materials, including over 16 colours of plastic refills (including Glow in the Dark), project books, themed kits and special education-focused bundles. The 3Doodler themed kits include DoodleBlocks, innovative 3D stencils that allow kids to draw precise shapes and then join them together to make objects such as robots, jewellery pieces, rockets, vehicles and much more. After the success of the original 3Doodler, the 3Doodler Start is the next step in creating a family of products that bring 3D printing and creation to everyone. An advert has been created, highlighting the limitless potential for kids to bring their ideas to life in 3D with 3Doodler Start. The advert will be distributed via social media, digital and network TV in coming months to drive widespread awareness. The 3Doodler Start has a number of agreed international distributors including Think Distribution for UK markets, Aliquantum International in the US, HCM Kinzel in Germany, Precise/3DBee in the Middle East and Global Discovery in Australia.

Posh Paws

01268 567 317 | www.poshpawsinternational.co.uk Hitting cinemas during Easter half-term is Disney Studios’ latest animation feature film, Zootropolis, and Posh Paws is excited to see its new toy range hit shelves this month. The movie will take families on an adventure that is set in a modern day animal city, where anthropomorphic animals live, work and dress like humans. In true Disney style the movie is a heartfelt comedy adventure with some fantastic music thrown in for all the family to enjoy. Posh Paws’ soft toy product range is perfect for the film’s key target audience, both boys and girls aged 4-8. The company’s plush range includes the key characters for Disney’s latest blockbuster animation, from Nick Wilde, Judy Hopps and Ele-Finnick to Bellweather, Finnick and Flash the Sloth. Made from soft fabric with iconic character costume details, the product range varies in size from 18cm to 50cm to suit different ages and price points. Posh Paws will also be launching its very own Zootropolis Tsum Tsum range this April.

Qolor

+852 3692 5032 | www.fivestarshk.com Qolor is Five Stars’ newest brand in paint items. This brand is unique due to its wide variety of paint formulas: Paperpaint, Fingerpaint, Windowpaint, Magicpaint, Chalkpaint and Gluepaint. Paperpaint is a new press-and-paint brush pen which enables beautiful creations in drawings, spray art, canvas tape art and monster air art, simply by pressing the soft pen and using the brush to spread the paint. The Fingerpaint pot has two functions: the integrated sponge helps young children to make the perfect fingerprint, plus they can explore little shapes inside the paint. The Fingerpaint can also be used with a 30page fingerprint book or finger sponges. Windowpaint can be used directly on glass or with special templates to make stickers, which can be applied to smooth surfaces such as windows or mugs. Magicpaint is 3D paint that is suitable for use on plastic, textiles and more. It gives children the ability to decorate anything they like. Chalkpaint spray is for use outdoors with Five Stars’ specially designed 4-layered stencils, to create vibrant street art. Finally, Gluepaint allows colours to be mixed on a base of white glue. The special glue paint cap from the paint pen is then used for drawing in the glue paint. The white glue paint dries out transparent, creating beautiful and colourful art. Five Stars believes it is important to stimulate kids’ sense of creativity and ability to produce something from scratch. In Qolor they have focused on finding unique and fun ways of making children real artists with simple materials. Throughout the Qolor line, one special paint pen is designed for use in all the different paint formulas, combined with the add-ons. The packaging has clear tutorials for ultimate play value, and all products comply with the latest European toy testing.

Feature

Toy Fair 2016

A resounding success

Publisher John Baulch reports from Toy Fair

fter all the debate ahead of the event, it’s heartening to report that this year’s Toy Fair was an unqualified success. Given the challenges which the show has had to face over the past 12 months, that it came out totally unscathed is testament to the unstinting efforts of the Toy Fair team and the BTHA. Any concerns that the new date configuration would result in a decrease in retail attendance proved to be unfounded. Monday was absolutely heaving – one of the busiest days I can remember at Toy Fair for a long time – while both Sunday and Tuesday probably surpassed most people’s expectations (providing those expectations were reasonable in the first place). By 9.00 on Sunday I had seen buyers from Smyths, Tesco, TRU and Shop Direct: indeed, there only seemed to be one notable Sunday absentee from the major accounts (maybe they were still working on their infamous “systems issues…”). There was also a good crop of independent retailers present, perhaps because some found it easier to get cover for their store at a weekend. As for Tuesday, the predicted mass exodus to Nuremberg wasn’t as dramatic as feared. Although some buyers and suppliers departed early, most stands were still reasonably busy right up until the show closed on the last afternoon. While Monday was comfortably the busiest day, the important point is that retail attendance on both other days was solid; ultimately, that is what really matters, more so than aisles full of people who aren’t there to buy or select product. Don’t get me wrong, there are many other people who are part of the wider toy community for whom the show acts as an invaluable staging post, and they have a significant part to play in creating a positive atmosphere (as we saw on Monday), but in the end it is the retail attendance that essentially makes or breaks the show – after all, that is what the exhibitors are ultimately paying for. Of course, it helps massively if those retailers are also in a positive frame of mind: given the fact that NPD revealed on the eve of the fair that the UK overtook Germany in 2015 to become the largest European toy market, growing by 6% in the process, it was perhaps no surprise that retailers seem optimistic about the year ahead. The British Toy Industry is now valued

Retailer of the Year winners Independent Toy Retailer of the Year: Aladdin’s Cave Specialist Multiple Toy Retailer of the Year (up to 5 stores): Toytown (Seaford) Specialist Multiple Toy Retailer of the Year (up to 30 stores): Toy Barnhaus Specialist Multiple Toy Retailer of the Year (over 30 stores): Smyths Toys General Multiple Toy Retailer of the Year: Argos Department Store Toy Retailer of the Year: W J Daniel & Co Online Toy Retailer of the Year: Shop Direct

at £3.2bn, an increase of £150m year-on-year. Over 58,000 new toys were launched last year, equating to 31% of UK toy sales, or £1bn at retail. The fact that almost a third of sales came from new lines emphasises the importance of the shows: we work in a fast-moving, ever-evolving market, and it’s essential for retailers to keep fully abreast of new developments to help maximise the commercial opportunities and deliver the products which consumers want to buy. And as toys are the kind of product that you ideally want to see and touch - I can’t see the concept of virtual shows ever working in our market – Toy Fair provides the ideal opportunity to get up close and personal with the best that the industry has to offer. The Toy of the Year and Retailer of the Year awards remain the industry’s most prestigious and credible awards by some distance. Personally I thought that this year’s venue worked well; the awards met with pretty

Toy World 40

much universal approval and the winners and nominees I spoke to afterwards were genuinely thrilled to be recognised. There were also well deserved Golden Teddies for Tom Beach and Mike Frost, two hugely-respected stalwarts in their respective fields. Throw in the best networking hour of the show and a fantastic sum raised for the Toy Trust via the media auction and the whole event was a triumph. As a nice bonus, the Toy Fair also received strong coverage in the national press and even a smattering of TV airtime, so credit to the whole Bastion team who I thought did a great job in facilitating media support. In terms of the dates, everyone will no doubt be relieved to hear that it’s back to normal next year: the show will run from Tuesday 24th to Thursday 26th January, allowing six clear days before Nuremberg starts on 1st February, which will thankfully make the 2017 Toy Fair season just that little less challenging.

Toy World spoke to Rocket Games’ Graham Thornton after Pie-Face was awarded Toy of the Year. How does it feel to win the Toy of the Year award? Very satisfying. As you know, we have been around the industry for many years and have diligently gone about our business producing what we believe to be quality products – but sometimes it takes something more, tenacity perhaps, and determination. Take the knocks and come back stronger, so when you are eventually rewarded, it’s all the more satisfying. You’ve been in the toy industry for over 20 years - honestly, did you ever think you’d see the day when you’d be stepping on stage to collect an award? You always hope, but you do wonder… and to win on both sides of the Atlantic was almost overwhelming. It could never have happened without the help of everyone we work with, they are such talented and enthusiastic people. The team at Esdevium have been fantastic partners for Rocket for many years and Mark, our designer, is just the best along with Phil, whose illustrations are second-to-none. Our manufacturers, who work tirelessly on our behalf, really do take the pressure off for a small company, and, of course, Hasbro have been the perfect partners for Pie Face. Did you have any inkling on the day of what was to come? Not at all, in fact we weren’t originally going to the presentation night, but at the last minute when people were suggesting we should show our (pie) faces (sorry!) after the fantastic year we’ve had, you kindly helped us secure tickets to the sell-out party. I’m pleased we went though. How would you sum up 2015 from Rocket Games’ point of view? Seeing the culmination of many years hard work come together and thinking back at the highs and lows, has been very satisfying, and it helps you understand how important

it is to stick in there. As you know, sticking in there is something I’m used to being a Leeds United supporter! That said, these two major endorsements (UK Toy of the Year / US Game of the Year) have helped Rocket in many other ways: it has drawn attention to our other products such as Would I Lie To You?, 8 Out of 10 Cats and Countdown and helped us secure new licences including our Very British Problems game, which we have high hopes for. How do you see the partnership with Hasbro? As you can imagine, we had many partnership offers for Pie Face after the video went viral early last year, but we had already been talking with Hasbro, so it seemed a natural fit. It was tempting to keep total control in certain areas and territories, but in the end it came down to logistics; the game was much bigger than Rocket and it needed an appropriate global partner - and for me, there is only one in the games arena. The arrangement we have is a mutual one and Hasbro keeps Rocket involved every step of the way. After all, we released Pie Face a few years before it became what it is today, and it’s our game, so we know things that others are still finding out. However, the team at Hasbro, both here and in the US, are very talented, so it is wonderful see the brand develop in such capable hands. What is your view of all the ‘parallel marketed’ versions of Pie Face and the retailers that stock them? I suppose I should see it as a compliment, but it is hard when I know what we have

put into Pie Face. If you are talking about “knock-offs”, then I think these companies should originate their own products rather than jump on the back of someone else to make a quick buck. If you mean counterfeits, then that’s a whole different story, don’t even get me started… What does 2016 have in store? Well, for Rocket, it’s not all just about Pie Face. Our partnership with Esdevium continues as ever and our TV lines continue to grow year-on-year. Would I Lie To You? is now a firmly established family favourite, likewise 8 Out of 10 Cats. Countdown, whilst it has been around in board game form for many years, is now selling better than ever, thanks mainly to the way in which we treated the brand. Working with Sony to include the timer music and giving our customers a quality product has meant we have seen sales turn around and we are on course for a record year. In addition, we have a new Countdown Card Game and Very British Problems, based on Rob Temple’s twitter feed and the Channel Four talking heads show. Away from our licensed games, Emojinary is set to do extremely well this year - I’m sure you can guess what that is about - plus we have two new party games, Innuendo and Read My Lips.

Toy of the Year winners Toy of the Year: Pie Face, Hasbro’s Collectible Range of the Year: Shopkins, Flair Construction Range of the Year: Star Wars, Lego Action Toy of the Year: Nerf Modolus, Hasbro Doll of the Year: Disney Frozen Sing-a-long Elsa, Jakks Pacific Interactive Toy of the Year: Little Live Pets Bird Cage, Character Creative Toy of the Year: Wacky-tivities Kinetic Sand, Spin Master Pre-School Toy of the Year: Paw Patrol Paw Patroller, Spin Master

Innovative Toy of the Year: IDo3D Deluxe 3D Design Studio, Flair Feature Plush Toy of the Year: Puppy Surprise, Trends UK Toy Licence of the Year: Frozen, Disney Special Recognition Award: Epoch Making Toys Personality of the Year: Paul Dean, Mattel Supplier of the Year: Lego

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touchingbase

Toy Fair reflections After a busy couple of months at some of the world’s biggest toy fairs, Clarabel Jones asked a handful of the shows’ exhibitors to sit back and reflect on what they thought were the highlights and stand-out products of the toy fair season.

Nick Saunders

Roger Martin

Brainstorm

Coiledspring Games

Toy Fair season has been invaluable for us. It gave our newest team members the opportunity to meet with their customers and to consolidate their experience of the toy industry. London’s Toy Fair was one of our best shows yet. Press day had the stand bustling with journalists and we had a new stand location which was very exciting for the team. Visitors were thrilled with the latest additions and also with what’s still to come throughout the year. It was great to touch base with our existing customers and we met many new buyers who we’re looking forward to working with. We received great comments about the stand and its new location, and also on the presentation of our products which helped retailers visualise them in their own stores. The impact of the new Worry Eater branding was evident; we often heard visitors identifying them and pointing them out to others. We had a great time showing customers the exceptional high quality of the Schmidt Premium Jigsaws, and everyone was clearly impressed when they were able to lift a 1,000 piece puzzle by the corners. Sneaky Cards also created quite a buzz at the show; cards were played forward throughout the hall and we had fun sneaking them off the stand. Everyone was captured by the new StoryWorlds collection from The Creativity Hub. Rory’s Story Cubes has also been phenomenal and our licensed sets including Doctor Who, Looney Tunes and Scooby Doo are a great way to build upon this success.

The Toy Fair season really has been amazing for Brainstorm. In Hong Kong we had some very positive meetings and some good walk-ons that felt like good enquiries. However, I did feel that the number of visitors to the show seemed less than in previous years. Monday at Toy Fair was the best show day I have experienced anywhere. At times we were swamped by retailers, but we also noticed the media attention we were attracting. Having just got back to the office today from Germany, I can happily report that it was the best Nuremberg fair that I have participated in, and I think this year might be my 10th as an exhibitor. All the appointments went well and we have some new distribution agreements and retailer customers to show for it. In London, StikBots, Addict A Ball and our new Brainstorm Toys Rocket Projector and Room Guard were the stars of the show. We even managed to get StikBots onto BBC TV. People also loved our Aqua Dragons products, and having the real creature at the show certainly adds value. In Hong Kong and Nuremberg our main focus was on export, so although The Rocket Projector starred, our overseas partners were pleased to see that we have again extended our successful range of projector torches and The Original Glowstars Company range of stickers and room décor.

Steven Russell Jumbo Games

We couldn’t have asked for a better start to the year with London’s Toy Fair and Birmingham’s Spring Fair. Both shows were the perfect opportunity for us to showcase our full range of adult and children’s puzzles and games to the industry, and the response we had was extremely positive. We were able to see all our buyers across the two shows and meet lots of new accounts – which is great for the year ahead. Peppa Pig was, of course, a big attraction for retail buyers, and demonstrating our new Party Time Race Game caught the eyes of key buyers. With movie releases for children aimed heavily at Disney’s Finding Dory, it was no surprise that our 4-in-1 Shaped Bath Puzzles were seen as a must-have for buyers – it’s the perfect correlation between licence and product. Our unique 2D to 3D Puzzle and Build concept turned a few heads. Giving the consumer a product with added value is at an all-time high, so letting children piece together a flat 2D puzzle image and then being able to construct a 3D model puzzle was something that caught buyers’ attention. Our Puzzle and Builds will be available across key licences such as Peppa Pig, Disney’s Frozen and Cars, Fireman Sam and DC Batman. Our new range of Dino puzzles and models exceeded all of our expectations, the most impressive being the four 3D Foam Dinosaur Puzzle Models, and we’ve already managed to secure several key listings. Since the fairs, we’ve had some exciting new licence developments that we will be announcing in due course, so watch this space.

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Toy Fair 2016

Nic Aldridge

Mary Wood

GP Flair

The toy fair season has been extremely positive for us at GP Flair, across our entire portfolio, which this year is more balanced than ever before with new collections across our four key categories. In relation to London, despite the uncertainty coming from the clash of dates with Nuremberg, we had a really busy show and were really well-attended throughout the fair. However, Sunday and Tuesday did feel markedly quieter than in previous years, and it will be good to see that normal service will be resumed next year. For boys, we had an excellent response to the Teenage Mutant Ninja Turtles line-up, especially the upcoming movie collection which has great movie placement, making for a better potential for the brand overall. Our unveiling of the Grossery Gang showed all the hallmarks of another Trash Pack-shaped success, whilst the introduction of Squishies was seen as very strong, bringing collectible price points to the hottest licences of DC Comics and Marvel Avengers. For the girls’ aisle, U-Hugs has already got off to a flying start at retail, and the display at Toy Fair went down a storm. Our retail partners were also delighted to see that Shopkins is still continuing to go from strength to strength. In addition, GP Flair’s craft portfolio was very well received with new innovation for IDO3D, and the introduction of heritage brands Mr Frosty and Spirograph were added to with entirely new concepts such as a Paper Shaper.

Phil Nelson Little Concepts

Little Concepts is delighted with the show season overall. As a new business it’s key to get our name out there and in front of as many retailers as possible. Being in the greenhouse section at London’s Toy Fair was great and allowed us to stand out and be supported in numerous ways. Being present at Nuremberg also helped us reinforce that personal approach with UK retailers visiting the PlanToys and Avenue Mandarine booths. We’ve had a great reaction overall. Of course many retailers know the PlanToys brand, but getting the key USPs (sustainability, quality and play value) across at the shows is key. New brands Avenue Mandarine and BrickStix gained lots of interest and buy-in from independent and national retailers – we are delighted.

Mark Hunt Character Options

It’s been a hardworking but extremely enjoyable time; from Hong Kong to London it’s been as busy as always. The London show was as always very busy, especially on Monday which seemed to be the day of choice for nearly everyone to visit, and it was great to be able to show the new collections in their entirety. We were also delighted to receive Best New Toy awards for new products such as Pom Pom Wow!, as well as our relaunch of Stretch Armstrong. We had a great reaction to our pre-school line, and have an exciting year ahead for Fireman Sam, Weebles and Ben and Holly. Peppa Pig will go from strength to strength with the introduction of the construction range. Teletubbies attracted a lot of attention as the show coincided with its launch to market. Our customers also enjoyed being ‘pom pommed’ by our demonstrators and being able to chat to the new Teksta Toucan. A visit to the Storytime Projector room was also a hot spot for many on the stand.

Vivid Imaginations

Toy Fair season has been a marathon for Vivid, and it’s not really over until we get firm selections from our retailers. London’s Toy Fair is always a highlight as it’s a time where samples are at their most progressed state, packaging is in final iterations and marketing and promotion plans are at their most developed for the autumn/winter season. Based on the feedback, our overall range seems to be stronger than ever, which is an achievement in itself given we have been working hard for the last two years to replace the business from Moshi. We are set for an excellent 2016. In our Drumond Park division, we presented four new children’s games and all were highly rated by buyers across the UK trade. I think my favourite was Stoopido, it created so much fun and laughter. Crayola is our biggest brand overall and we’ll be celebrating its 100th anniversary in the UK this year. As you know, Crayola is far more than just crayons and pencils. There are also a host of new categories with three new family and children’s games, a new adult colouring segment, new licences with Peppa, Dory, Shopkins and Trolls plus new products within the My First, Toy and Creations range. I think all the buyers were impressed with the solid core range and all the new developments. With 13 new brands within our toy division alone, we had plenty that attracted attention and there were lots of highlights. The range that was generating an extremely high level of interest was Fungus Amungus, not only for UK buyers but also for those outside the UK. With some previously strong boy targeted collectible brands starting to decline, SS16 is a great time to have brought this to market and we know that timing can have a big influence on success. Also, the fact that Fungus Amungus offers a collectible with a feature, not just a piece of plastic to collect, brings something appealing to the market. Retailers across the trade have backed this range so now it’s down to the marketing and promotional activity to capture the attention of kids. Thunderbirds also had a high level of interest with new figures, the launch of diecast additional vehicles and the Supersize TB3 Playset. Nocto, which launches in AW16, also gained a lot of interest. In this case, a toy packed with over 50 features that reflect the six moods, from flying mode to room-guard mode. All of that said, I would say watch out for Zippeez, launching in AW16. It has a great feature that makes the Zippeez characters move magically around their micro worlds. My personal favourite however is Flip A Zoo, a 2-in-1 plush toy. It is such a simple idea that has been beautifully executed.

Nat Southworth Hornby

Toy Fair season was outstanding for Hornby, and the team did a phenomenal job of maximising every opportunity. The marketing team planned and executed a great platform for the sales team. Our sales team are already sick of me saying: “It’s all about the follow up!” The buyers loved our Scalextric rebrand and our Airfix Engineer range. There were even a few buyers who were delighted to see that Top Gun is 30-years-old this year with our Corgi product. Everyone still loves a Hornby train set, and our team did an awesome 8”x4” layout featuring the Flying Scotsman. It’s going to be great seeing the real steam locomotive back on the rails in a few weeks.

Toy World 43

Face to Face

Building on success Toy World spoke to Fred Halliwell, Engino’s area sales manager, to hear about the construction brand’s roots and to see what the company has in the pipeline for 2016. Tell us a little about the history of the company? Engino’s roots come from an engineering and teaching background. The idea was to create a product which encouraged children to build models creatively whilst also learning about science and technology. Fully launched in 2007, Engino has emerged to become one of the fastest growing brands in the construction market today. Engino’s patented system received countless awards and is now exported to over 20 countries worldwide. Three years ago, the company made a significant investment to move all production from Asia to Cyprus in the EU, so Engino is one of the few premium toy brands which is 100% produced in Europe. We are now putting great efforts into giving the brand a big push in the UK market for 2016. This has already proved quite successful; we have secured partnerships with some key players in the industry for 2016 which will help build the Engino brand further.

How has Engino fared since it first launched in the UK? Since its launch, Engino has been very well received in the UK, showing huge potential for growth in such a tough market. The uniqueness of the product and the range we offer has really helped to separate the Engino brand from the rest. We find that our key competitive price points coupled with the amount of value the consumer gets from an Engino product has hit a key note with retailers, especially in the independent market.

Are there any specific retail channels which have been particularly receptive to the range? Engino’s products aren’t just a run of the mill construction toy; they provide great educational value and as a result we find our products in many different channels. We have seen healthy growth with a widespread selection of independent retailers including Toymaster and AIS stores, specialist hobby stores and even garden centres. 2016 has started off with securing a deal with one of the major nationals, which will soon be introducing our popular Inventor series into its stores for spring/ summer. We are also close to securing deals with a few other national retailers, so you will certainly be seeing a lot more of Engino this year.

Can you talk us through the 2016 product lineup and the key new introductions? 2016 will see us launching a number of key ranges as well as expanding our core offering. We consider our award-winning Inventor series to be our flagship range which sees strong sales across the board year on year. This range covers the entry level price points and introduces children to the construction sets allowing them to build planes, cars, motorbikes and industrial models. The range starts with a 4-in-1 model set and

goes up to an 8, 12 and 16 model set. From there we’ve introduced the motorised sets, which start at 30-in-1 and go up to 50, 90 and a huge 120-in-1 model set. All of these include a high torque functioning motor for extra interactive play. Next we have the Discovering STEM range which focuses on the core subjects covered in the STEM curriculum. These sets allow children to learn about subjects such as mechanics, simple machines, structures, Newton’s Laws, renewable energy and robotics programming. We saw a strong uptake on this range last year and it promises to be even more popular in 2016 with the subject of STEM being drawn evermore into the public eye. In fact, we have now secured a deal to exclusively launch this series under the Discovery Channel licence, which is expected to further boost the sales of this educational product line. We are also launching a couple of new ranges for 2016. In an effort to make construction toys more appealing to girls, we will be launching an Inventor Girl range. The range features lilac, fuchsia, light green and sky blue colours enhanced with sparkling elements. The range will be available in summer and starts from five model sets up to 30 with motor. We will also be launching a pre-school range which utilises bigger cubed blocks, making it accessible to younger children. We previewed the range at Nuremberg this year and received some fantastic feedback from customers. Towards the end of 2016, we will be launching with a huge marketing drive over the Christmas period, so keep your eyes peeled.

What do you think are the strengths of the Engino range? Engino’s main strength lies with the toy system itself. It is perhaps the most advanced and versatile threedimensional construction toy in the market. The system allows you to connect pieces in any direction and at any angle, providing children with unlimited scope when building. We back this up by setting very competitive price points for our products. To achieve such low price points, the company established a subsidiary in the UK, bypassing any middlemen and allowing retailers to get Engino directly from its source. We approach every account differently and always look to put together a unique product range and marketing package to suit the retailer’s needs. All of our products also come with the option to download our free dedicated Engino app. The Engino 3D Viewer app allows children to manipulate models, zoom in and out, rotate, explode and implode, allowing children to see how any model is built with ease. Soon, children will also have the option to upload and share their own designs on our website.

What does Engino offer the construction toys category? Engino brings something completely different to the

Toy World 44

construction sector. Our patented design means children have no limits to what they can create. We hate the idea that you have 200+ pieces in a set to build just the one or two models. Our focus is to provide children with the ability to build multiple models from one set and then use their imaginations to go further. To us, the idea that you need hundreds of pins, connectors and tiny pieces to put together a model is a very outdated concept. With Engino, every piece snaps together directly without the need for those tiny connectors. Components wise, Engino only uses 18 different types of structural pieces. With these, kids can build an unlimited amount of models including our eyecatching Eiffel Tower and London Eye models which make stunning POS displays in store.

What marketing and instore support will you be putting behind the range? Engino’s toys really come into their own when you see them in person. This is why we offer extensive support to retailers through demo days, in-store promotions and marketing plans. We invest heavily in creating unique POS displays and focus on making the Engino brand stand out from the rest. In addition, a TV promotion is planned for the Christmas season. We will always look to offer bespoke marketing and support to retailers making sure they have all they need to successfully sell Engino products. The only way is up for the Engino brand, and 2016 will certainly see it continue to go from strength to strength.

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Feature

Outdoor toys

Inside and out

Toy World looks at the outdoor toys category and explores how some suppliers are developing active play items for use indoors as well as outdoors.

raditionally, when we cover the spring summer and outdoor toys market, at least half of the feature introduction is given over to discussing the vagaries of the British weather. While some global territories are fortunate enough to have a reasonable guarantee of prolonged good weather in the summer, the UK is rarely going to enjoy that privilege. This uncertainty obviously affects the outdoor category more than any other sector of the toy market, meaning that the fortunes of the retailers and suppliers are dependent on forces way beyond their control. When the UK experiences a disappointing summer and let’s be honest, that seems to occur more frequently than glorious weather – it usually affects not just that year but also the year after, with stock needing to either be cleared or held in storage for the next ten months. But what if the toy market could wrestle back an element of control over the situation? Rather than being at the mercy of the British climate, what if we could mitigate the risk by flipping it round and developing products which can be used indoors as well as outdoors? Obviously there is nothing much that can be done with scooters, paddling pools and giant trampolines, but there are swathes of product which are categorised as outdoor items which can be used just as effectively indoors. By classifying these items as outdoor, are we limiting their potential? WorldsApart’s Emily Mclennan thinks so: “Many outdoor toys can easily be transformed into a year-round opportunity. The minute you say ‘outdoors’, people think a product can only be used when the weather is good. However, there are a lot of products which are generally classified as outdoor toys which can actually be used all year round in the house. Playtents are a great example of a line which can work just as well indoors as outdoors. This is a huge category for WorldsApart, but we’ve seen a change in the market, as some retailers have chosen to turn it into more of a commodity, not helped by the fact that they see it as a short window of opportunity. But it doesn’t need to be a glorious summer, tents can be played with

for the whole year.” It isn’t just playtents that could benefit from this approach. As Emily points out, “The product development team at WorldsApart has spent a lot of time actively looking at how we can develop product which can be used both indoors and outdoors. The new folding trampoline is a product which perfectly illustrates this approach: it can be folded in seconds and moved inside if the weather is inclement. That way, families can get much more than six weeks’ use out of it, and will therefore be willing to invest more in the first place. Furthermore, its compact size means it can be stored inside, which is a major plus point.” This idea of dual usage of outdoor toys indoors is a sentiment shared by Hy-Pro’s commercial director Simon Pickavance: “I think the indoor/outdoor element of active play in the UK is very much part of our outdoor ranges and certainly should be a part of a successful summer offering.” Items which can bypass the unpredictable British weather are also significant for HyPro, with the Flyte range of scooter luggage, launched this year. “Keeping children active is a core part of our company’s DNA and we feel Flyte is going to be very much a parts of kids travel essentials for this year,” Simon Pickavance added. However, MV Sports’ Phil Ratcliffe is keen to stress the importance of keeping outdoor

Toy World 46

toys outdoors and encouraging children to enjoy leaving the house and being active. “I think that outdoor products should continue to be sold as such. Getting kids outside and active can’t be a bad thing whatever the weather. There are some products such as our folding toddler swing and small ride ons which can be as useful indoors as outdoors, but such products are an exception rather than the rule,” he said. Key trends in outdoor offerings for 2016 centre on sporting events and strong licensing, with the upcoming football European Championships featuring heavily for Hy-Pro and innovation being a key feature for MV Sports. Simon Pickavance said: “2016 represents a big year for Hypro in the outdoor category; with the Euro finals starting in June and England qualifying for the tournament, all of our retail partners have supported us heavily.” Phil Ratcliffe commented: “Strong licences and brands will continue to dominate. There are signs of innovation coming through such as battery powered/lithium powered products and new variations on existing genres such as our new Twista range of selfpropelling scooters. Retailers can make the most of their outdoor offerings by avoiding aggressive price competition and pushing exclusives.”

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Outdoor Toys

Little Tikes gets active Little Tikes’ Michelle Lilley discusses the company’s active play range

What do you see as the key trends in the outdoor category for 2016? We saw a trend in 2015 of parents wanting to get active with their children, which was reflected by our awardwinning Summer 2015 campaign with Olympian, Greg Rutherford. Following on from this we now see a direct increased demand for our Trikes during this time. Sure to be winner is our new 5-in–1 Deluxe Ride and Relax Trike (RRP £109.99) which has all the fantastic 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 sand and water toys proved to be extremely successful in 2015 and we expect continued growth from these items in 2016. We have responded to this demand with two new exciting launches, including the Spinning Seas Water Table. Our other outdoor toys, including the large wooden play sets - made with wood sourced from FSC forests - continue to be an area of investment for us as we look to further develop this premium offering. Do you think retailers should be emphasising the fact that many items that come under the ‘outdoor’ banner can also be played with indoors, thus avoiding some of the pitfalls caused by the British weather?

Our customers have showed us that they maximise the play value of our toys. As a brand, we position our key drivers such as My First Slide and Cape Cottage as both the indoor and outdoor items through our marketing activity. Products like playhouses tend to sell very well in the last quarter of every year – which says our customers are savvy enough to see they aren’t just an outdoor item, whilst many of our other toys, such as trikes, sell well all-year round. Overall the quality of our toys means they are investment pieces which can be played with year on year as opposed to use just for one Summer. How can retailers make the most of their outdoor offering? Retailers can inspire their consumers with an eyecatching display both instore and online which will entice customers to buy. In addition, a mix of price points, from gifts through to the considered purchases, ensures there is something for every pocket. Smaller items such as the Gas n’ Go Mower - which gives the child a sense of copying their parents’ activities through role play - are always great hit! Emphasising product innovation, for example how our new Go Green Playhouse helps child development through play and understanding of the environment, gives parents a real incentive to buy.

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Toy World 48

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Outdoor Toys

Hasbro

0208 569 1234 | www.hasbro.co.uk A variety of projectile toys are available from Habro’s Nerf brand. The Nerf Doomlands Vagabond includes pump-action blasting to unleash six darts in a row. The Nerf Modulus Recon MKII blaster is a fully customisable four-in-one blaster, compatible with the Nerf Modulus. It can be modified with a stock and barrel extension to create four different versions of the blaster. The stock can also be added to help stabilise aim and the barrel extension can be attached for long-range targeting. The Dual-Strike blaster from Nerf shoots two kinds of dart, Elite darts and Mega darts, with the flick of a switch. Archery-themed toys are also available with the Nerf Rebelle bows and blasters and the Nerf Rebelle Wingspeed Bow. They can shoot arrows up to 80 feet away.

Learning Resources 07872 337 302 | www.learningresources.co.uk This year will see the launch of four new additions to the GeoSafari Jr. range. Designed to encourage exploration and investigation, the range features colourful and functional tools and activities which have been designed especially for young learners. The new My First Telescope features a unique two-eye goggle piece and nose cut-out guide to keep children’s eyes focused on the right spot without the need to adjust. With 10x magnification and a wide field of view, children can gain a greater understanding of magnified views as they make lunar observations. The Subscope also offers a unique two-eye goggle piece to aid underwater discoveries. The Great Excavations Turtle allows children to uncover nature with five tools. The turtle’s legs can be removed to reveal a shovel, brush, two magnifiers, tweezers and a sifter. The GeoSafari Jr. Bugnoculars have a new and improved look for 2016. Children can catch and observe creatures in a bug-friendly container with built in 3x and 2x magnifiers. They feature a snap-lock lid with air holes and a watertight bottom, so kids can safely get a magnified view of the smallest of specimens.

GP Flair 0208 643 0320 | sales@flairplc.co.uk GP Flair has a mix of brands designed for the energetic and for those who want to make the most of the better weather. New for spring, Zoingo Boingo is a variation of the traditional pogo stick, which pivots on a bouncy ball connected to handles with a robust stretchy cord. The 2-in-1 Jump Dancer is a battery-operated jump rope, which has two ways to play. Users can hook it up or hold the end for a traditional skipping rope, or they can let it spin for on-the-spot jumps. Hovertech provides an airborne battle target game. There are two Hovertech drones, the Target FX and Battle FX. Target FX is ideal for one player. Kids can simply load the blaster and launch the drone. The aim is to fire at the targets and shoot it from the sky. Alternatively Battle FX has three game modes and is for two players. The Smart Target Technology sees the most successful player hitting the weak spots and bringing the drone down. GP Flair’s outdoor collection is fully supported by TV advertising and PR targeted to each brand’s core audience.

Hauck Toys

07770 608 858 | www.hauck-toys.com With leading character brands such as My Little Pony, Nerf, Batman and Teenage Mutant Ninja Turtles joining established top sellers such as the Classic Pram, i’coo, Lightning Go-Cart and EZ Rider balance bikes, Hauck’s 2016 range is its strongest ever. Hauck’s new My Little Pony range is extensive and offers everything from doll buggies and strollers to prams, playsets and more. In addition, there are many new non-licensed girls’ toys. Hauck is also launching a host of new go-carts. Hauck’s ride-on selection covers all ages and features both licensed and non-licensed trikes, balance bikes, go-carts and a wagon. Creating a stir worldwide is the Nerf Battle Racer, which carries up to four Nerf blasters and a large supply of Nerf darts. This go-cart has ball bearing hubs for friction-free running, forward and reverse gears, automatic freewheel, handbrake and a tool-free adjustable seat. To celebrate Batman’s two major film releases, Hauck will also be unveiling its new Batmobile. Joining Batman with a new movie out next year is TMNT. These half-shell megastars feature on four Hauck ride-on toys, two go-carts, a big wheel trike and a new child’s first go-cart. This gocart also comes in a non-licensed version too.

Toy World 50

#1 Toy Property in the UK*

Our NEW outdoor range for Spring 2016!

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Imaginations In Motionâ&#x201E;˘ Call us: 0845 053 333 www.littletikes.co.uk

Email us: UKlittle.tikes@mgae.com MGA Entertainment UK Ltd, 50 Presley Way, Crownhill, Milton Keynes, MK8 0ES

*NPD UK June 2015

Outdoor Toys

Worlds Apart 0800 389 8591 | www.worldsapart.com Established as the market leader in the active play category for more than 20 years, Worlds Apart has extensive knowledge and experience of this sector, developing innovative products which combine active play with convenience for modern families. Focusing on active indoor and outdoor play, an extensive range of play tents, trampolines and active sports products will be launched for 2016 under the brand KidActive, promoting fitness through fun for children. Key lines will include a licensed character Peppa Pig toddler trampoline complete with interactive sounds, and a patented FoldAway Junior Trampoline which has an assembly time of less than 15 seconds. The KidsActive range will be refreshed each season with the latest hot licences and design features. In addition, many products can be used both indoors and outside, which will deliver a year rounds sales opportunity for retailers. Three new active sports lines are set to launch under the KidActive brand in spring summer – LimboHop, a brand new concept in indoor and outdoor active game play; Pitch Pro Trainer, a softball remote control pitching machine and Football Challenge, an electronic football trainer. A selection of new licensed play tents and ball pits will launch into toy aisles for autumn winter, including licensed designs featuring Finding Dory, Teletubbies, Paw Patrol, Star Wars and My Little Pony.

D’arpèje +33 (0)478 796 050 | info@darpeje.com

Global Opportunities 01905 831 919 | www.liscianigroup.com

In 2016, D’arpèje unveiled its patented product the Funbee Family scooter. Since 2000, D’arpèje has developed a complete outdoor range with its own brand Funbee, offering high levels of creativity, quality and finish. D’arpèje prides itself on innovative developments and the flagship Family scooter boasts a 2-in-1 function, with a double deck and four handles, enabling use by parent and child simultaneously, or by the child alone.

On 1st March 2016, Global Opportunities took over the UK distribution of the Bex Sport product range. Chris Wreghitt, who owns Global Opportunities, has been acting as Bex Sport’s agent in the UK since it started working in the UK back in 2008. Established in Sweden in 1985 Bex Sport develops and produces indoor and outdoor games for both adults and children. Its Bex branded range of wooden garden games includes traditional croquet sets in adult and children’s sizes, the now widely popular Kubb game in recreational and tournament sizes, as well other popular games, such as Giant Tower, Ring Toss, Giant Yatzy and Giant Mikado. Bex Sport’s aim with its wooden games is to work with sustainable production and to be eco-friendly. It uses plantation, replenishable timber and attractive eye catching retail packaging using recycled material. Its Sunsport range includes a wide range of outdoor ball sports equipment and games, such as volleyball sets, baseball, badminton and petanque, as well as quality football goals in different sizes made with sturdy steel frames. Over the past nine years, its Gamesson brand has established itself in the UK as one of the market leaders in table games. The range includes pool, air hockey, football and combo tables in both children and adult sizes.

Toy World 52

Outdoor Toys

Little Tikes

0845 053 3333 | www.littletikes.co.uk Playhouses will remain a core area for Little Tikes this year, which will see the release of the Go Green Play House. The modern playhouse is filled with features and activities, and aims to teach children about the environment and the importance of thinking green for the future. The company will also continue to be heavily involved in the ride-on category with its trikes and the launch of the five-in-one Deluxe Ride and Relax Trike. This has all the features of the four-in-one trike with extras including a three-position reclining seatback, height adjustable canopy and ‘perfect fit technology’, which means the seat is movable with the flip of a switch. The new Spinning Seas Water Table features an interactive Ferris wheel, which allows children to launch balls into the central tower where they can use the water mover to keep things afloat. The product will sit alongside existing and award-winning water play toys including the Anchors Away Pirate Ship, the Fish ‘n Splash Water Table and the company’s award-winning sand pits including the hero Turtle Sandbox. An addition to the My First Slide range is a new Wet & Dry First Slide feature, which includes a 10ft vinyl slip mat and hose attachment. Little Tikes’ licensed outdoor ranges from Better Sourcing and Imperial Toys are growing in 2016, with inflatable ball pits, sports balls and in-line skates. The Imperial Toys bubble blowing range, featuring the push-along Cozy Coupe Go Bubbles, will complement the company’s hero Cozy Coupe range, including Dino and Lady Bird.

HTi 01253 778 888 | www.htigroup.co.uk

Little Concepts 07870 132 595 | www.littleconcepts.co.uk

Following the release of Star Wars: The Force Awakens, HTI’s Star Wars everyday toys include walkie-talkies, a Mega Sports Set, Rocket Launcher and a light up yo-yo. Disney’s Frozen-themed pocket money toys range includes new lines for Q1 such as a Mega Sports Set, Sparkle Tubes and a neon ball. HTi also provides a range of Frozen wheeled toys and SS16 will see the release of the Olaf Move n’ Groove Scooter. A £50m franchise in the UK since its launch in 2005, HTi provides a range of Disney Fairies wheeled toys and protection gear which have been refreshed for SS16. The company has broadened its portfolio of wheeled ranges with a wheeled toy range from Toy Story as well as protection gear. HTi’s Double Bubble brand includes assorted solution bottles, wands, swords, guns and play sets across multiple price points. The new Turbo Bubilizer is a rotating bubble-blowing 3D party ball, and the new Bubble Exhaust connects to the rear of a bike.

PlanToys has developed three new outdoor toys recently. Produced under the same ethos of sustainable play, the Petanque, Mini Golf and Croquet set are all produced from rubberwood in Thailand. Petanque, a form of the French game Boules, is a favourite around Europe, and Plan Toys has created its twist on the game with an attractive design. The game includes six colourful wooden balls of three different animals – bird, tiger and monkey, and two small balls. Another favourite family game has undergone the PlanToys makeover. The company’s Croquet set can be played in several different ways with adjustable settings. The set includes four different animal wooden balls – bird, tiger, monkey and frog, two mallets, four wickets and a final stand. A golf game has also been developed into a PlanToys set, allowing children to play the game in the play room or garden. The Mini Golf Set consists of two wooden kidssized golf clubs, a wooden ball, two different types of challenging obstacles and one hole with a flag.

Toy World 54

The Start of Every Adventure

- MINI 43cm Height 28cm Width

- MIDI 15 ”

48cm Height 33cm Width

- MAXI 18 ”

Coming Autumn 2016

Soar through the skies or tame the tracks... Whatever the journey, Flyte is making travel fun for kids across the UK and around the world. The original, globetrotting travel toy which combines the fun of a scooter and the functionality of a wheeled trolley case.

Pre-Flyte Safety Flyte is the pioneering folding case scooter to have CE certification, ASTM approval and EN71 and EN14619 under its belt.

All aboard Flyte takes on 3 forms – a cabin sized case, a pull along trolley and a swift but sturdy scooter.

Worldwide Approval Flyte is ready to spread its wings internationally as it passes all worldwide regulations with flying colours! Plus, with worldwide design rights and patents, Flyte’s raring to go!

New Fleet After the success of the 18” Midi case, a new range of 15” Mini Flytes are ready for take off! Featuring a soft EVA foam case and a new line up of designs, such as Sid the Cyclops, the Mini is perfect for tiny travellers aged 2-4.

Future of FLYTE Not forgetting the teen travellers, Flyte also have plans to launch their Maxi model later in the year. The big brother of the family will be a bigger, more grown up model so kids can keep scooting across the world well into their teens!

For further information contact ying@hy-pro.co.uk or call 01582 670100

Outdoor Toys

MV Sports

01217 488 000 | www.mvsports.co.uk MV Sports’ outdoor range will include eight new licences, plus a refreshment to another seven properties and two completely new brand launches. The company’s two flagship pre-school brands, Thomas & Friends and Peppa Pig, have had a makeover for 2016. Each range has a selection of bikes, trikes, scooters, ride-ons and helmets for a new generation of fans. Bob the Builder, Noddy and Teletubbies brands will also return. Spearheading the new Teletubbies range is the new Po scooter and helmet based on the one used by the character in the show. The company’s pre-school line-up will include a new range of bikes and ride-ons based on the fastest growing pre-school property of 2015; Paw Patrol. The second is a wheeled toy and inflatables range based on this summer’s Disney Pixar movie Finding Dory. Later in the year, MV Sports will be launching a range of Trolls wheeled toys in anticipation of the new DreamWorks movie in October. Star Wars, Batman and Avengers-themed bikes, skateboard, helmets and scooters will also be available. MV also has two new own-brand licences that will sit alongside the successful Stunted and Bored ranges. The Electrick and Twista ranges encompass powered urban vehicles and tripod scooters. The company’s own outdoor play brands Hedstrom and Kickmaster have attracted interest, especially with Hedstrom’s new display packaging and Kickmaster’s range of training sets, goals, target shots and backpack goal sets.

Vivid Imaginations 01473 322 000 | www.drumondpark.com New for autumn/winter 2016 is the Paper Plane Shooter. This motorised launcher lets users shoot paper planes and can be played with both outdoors and indoors. With the rapid fire mode, users can launch up to five planes in quick succession at a distance of up to 30 metres. The Paper Plane shooter comes with 10 plane templates with folding instructions, and can also shoot planes made from A4 and A5 paper. Last year was another successful year for Phlat Ball with sales up 71% compared to 2014. The V3 sees the introduction of the new fusion colours, which are available in three dual-colour combinations. Also available is the Jr. Neon. The Wubble Bubble Ball is stretchy and can be caught, wacked and punched and is available with a pump in blue and pink and without a pump in blue and purple. All of Vivid’s outdoor brands will be supported with TV advertising from March.

DKL 01604 678 780 | www.dkl.co.uk DKL exclusively distributes Miniland outdoor toys and Scratch traditional toys. New for 2016 from Miniland is the Giantte Moogy. The Giantte outdoor toy offers value with three different features included in one product. The stacking cups double up as sand moulds, while the shape sorting blocks feature vents for water play. Also from Miniland is the new and improved Minimobil plastic vehicles. From the Scratch range of traditional toys are the outdoor kites which are available in a Dragon, Mosquito, Shark or Owl theme and can be purchased in a 24-piece display.

Peterkin 0116 254 3645 | www.peterkin.co.uk After successfully acquiring and integrating Brookite into the range in 2015, Peterkin’s product development team are now ready to move into 2016 with a new updated look for the brand with some new product introductions. The new branding is a move that incorporates a new logo, updated packaging with clearer guidance on age suitability and suggested flying conditions, plus improved product specification. The Brookite range is also being enhanced by the introduction of licensed kites. This new development means that the likes of Paw Patrol, Blaze, Spongebob Squarepants and Teenage Mutant Ninja Turtles will be flying high above the skies of the UK and Ireland in 2016 and beyond. As well as the licensed introductions, there are new stunt kites which will complement the existing best-sellers, such as the Harrier and Hunter Stunt kites and the Shark, Skybird, Skyray and Spooky Bat fun kites. The Harrier and Hunter are both dual line Stunt kites. Shark, Skyray and Spooky Bat are all single line kites. The Brookite range covers zip-up pocket kites to quad line power kites.

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Outdoor Toys

Re:creation 01189 736 222 | www.recreationltd.co.uk

Re:creation showcased Razor’s year of innovation at Toy Fair, as the company unveiled a major raft of new outdoor rides. Razor’s new Power Core hub motor technology will be applied to a new range of electric scooters, Ripstik Electric, as well as a new member of the Crazy Cart family, the Crazy Cart Shift. Crazy Cart Shift will see riders use the steering wheel and variable speed accelerator pedal to achieve a drifting action. Again powered by Razor’s new Power Core hub motor, the Razor Power Core E90 and Power Core E100 electric scooters offer doubled riding time and higher torque packaged in a lighter-weight design. RipSurf employs caster-board technology to deliver a ride akin to real surfing but on land. Another caster wheel ride, RipStik Electric, is a lightweight ride featuring a Power Core hub motor and is powered by lithium battery. Speed is controlled with a handheld joystick-style controller and riders control direction using their body movement. RipStik Electric is set to complement the RipStik caster board, which has already sold over three million units worldwide. Jetts, a one-size-fits-all clip-on heel wheels concept, comes complete with spark cartridges so that wearers can create sparking action as they go.

Hy-Pro 01582 670 100 | www.hy-pro.co.uk Hy-Pro has a range of products that are suitable for children when travelling. Flyte is any child’s perfect companion for every journey, whether it’s a jaunt to the park, a trip round the world or just tackling the school run. It combines travel and play to turn every journey into a fun and exciting adventure. The newest offering to the range is the Flyte Mini, which had an exceptional response when launched at Nuremberg Toy Fair in January. The case has a small frame while still being capable of holding up to 5kg and has a capacity of 21 litres. Flyte Midi is designed for older explorers. The original Flyte can hold a capacity of up to 25 litres, which is a perfect size for children to fill with all of their essentials and favourite toys. The Flyte is a great way to get through busy crowds and boarding queues, as it alternates from a compact piece of cabin-sized luggage, a swift pull-along trolley and a sturdy rock ‘n’ roll scooter. Flyte’s best feature is its easy to fold footplate, which fits snugly and securely into the back of the case. Underneath each design is a PU foam case making it ideal for storing any child’s travel essentials. The soft, bouncy surface also makes the cases impact resistant and easy to keep clean. For older adventurers, the Flyte Maxi range will be joining the family in AW16. To broaden the range even further, Flyte will be branching out into backpacks. The Flyte Backpack Scooter allows for the dismantled scooter to fit inside the backpack with their belongings, so kids can take it anywhere or make morning school runs much more parent friendly. These new additions will also be joining the range in AW16.

Cheatwell Games 0239 252 4098 | www.cheatwell.com Cheatwell Games has added the Hog Wild Atomic Power Popper and Pocket Popper range to the bestselling Animal Squeeze Popper collection, which can be used indoors as well as outdoors. None of the range relies on batteries – they’re powered by air and a bit of elbow grease to shoot soft foam balls up to 30ft. The bright gender-neutral colours are designed to appeal to both girls and boys. All of the poppers in the range come complete with either neon or red balls that are easy to find. Alongside the original Power Popper is the Double-barreled Popper, the Sword Popper and the Slam Popper – a pocket sized popper. The Atomic Six Shooter comes with two options – either on its own or complete with a sticky target. The Pocket Poppers range has a Wild West theme. The Sling Shooter employs a catapult action and the Mighty Bow fires either the foam dart supplied or any of the balls in the range – with three included in the pack. Rounding off the Pocket Poppers range is the Double Shot which shoots two balls at the same time, and the Hammer Shot.

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Outdoor toys

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

Grossman 01416 132 525 | www.ozbozz.com

Trends UK is introducing the new Air Storm bow and crossbow style launchers, developed by Zing Toys. The toy features a rapid lock, load and unleash launching system, paired with superior firing distances and light-up arrows. The range of projectile Air Storm toys will be supported by TV advertising and PR campaigns, and are available in the UK from Trends UK and Wind Design for 2016. New for spring 2016, the Air Storm Firetek Zeon Bow can be played with in the dark. Suitable for indoor and outdoor play, the Fire Glow LED arrows can fly over 35 feet and can stick to any flat surface. The Air Storm Firetek Zeon Bow comes with three Zartz Blaze light-up arrows, and the Air Storm Z-Tek Bow has an advanced design with a sleek new shape with shorter bungees for faster firing and arrow clips on the bow for quick reloads. The company’s new whistling arrows scream as they are fired. The Air Storm Z-Tek Bow comes with two Zonic whistling arrows and one suction-cup Zartz Arrow, and will be available from spring 2016.

The Ozbozz brand has a selection of new outdoor offerings, including the Speedy folding scooters with speedometer in new colours. The product won the Best Outdoor Toy Award in the Best New Toys section at London’s Toy Fair. Also new is the Galaxy Burst Scooter which has three light up functions to light up the deck and the sides or both. The new Defender scooter has an array of lights on the deck. The best-selling Cosmic Light and Lightning Strike scooters have all been updated with new decks. The company’s range also includes colourful skateboards and pogo sticks.

Sambro 0845 873 9380 | www.sambro.co.uk Sambro’s array of outdoor toys across its licensed portfolio includes the Paw Patrol wheeled range. Lines include Paw Patrol characters and focus on the popular three wheel and Tilt ‘n’ Turn Scooters. Safety helmets and quad skates are available for both boys and girls. The range of licensed summer outdoor products features arm bands, swim rings, beach balls and goggles across multiple licences including Minions, Disney Princess and Star Wars. As well as traditional toy outlets, these licensed products are suitable across several retail channels. The impulse price point selection of outdoor toys includes licensed space hoppers, bop bags, bop gloves, skipping ropes and more. The company has also expanded its outdoor toy offering to cover multiple price points, from wheeled to pocket money items. Licensed outdoor ranges cover Disney, Nickelodeon, Hasbro and Universal.

Chicco 0121 454 9707 | www.chicco.co.uk Chicco’s Fit ‘n Fun combines motor development and new skills with social play allowing children to not only improve balance and coordination, but also enhance their selfesteem and self-confidence too. New to the Fit ‘n Fun range is the Jungle Rugby; a 3-in-1 toy which encourages motor and socialising skills through three different play modes. The rugby match format, training mode session and stacker toy function work together to create a fun-filled toy that any budding rugby fans will love.

John Adams 01480 414 361 | www.johnadams.co.uk John Adams continues to expand its Intex outdoor toys range, adding a selection of new products to its portfolio. The new play centres, ride-on toys and games will sit alongside Intex’s existing range of market-leading above ground pools and inflatables. Brand new for 2016, the Rainbow Ring Play Centre is perfect for outdoor family fun. The brightly coloured centre features a water slide, wading pool and water sprayer and three games to play; a ring toss game, a ball roller game and a ball game complete with six 8cm Fun Ballz. The company’s Dinoland Play Centre is a Jurassic themed activity centre which boasts a moveable Dino arch sprayer, which easily connects to the garden hose, as well as Dino Hoops and a Volcanic Ball Roller Game. The Water Gun Plane Ride-Ons feature a propeller style plane design and include a toy water gun. The planes come in a red and blue assortment and include heavy duty handles and a wide base for extra stability. The Puppy Dog Ride-On is also joining Intex’s ride-on portfolio for 2016. A new twist on an old classic, the Intex beach balls have had a makeover for 2016. The refreshed 24” Aquarium Beach Balls feature colourful characters that inflate inside the ball and the updated 42” Jumbo Balls are bigger and brighter. The large, durable and interactive weighted 3D Bop Bags are great for energetic kids.

Feature

Sports merchandise

Getting the ball rolling With a huge and hotly-anticipated sporting year ahead of us, Clarabel Jones looks into why toy retailers should give sports merchandise shelf space this year.

his summer will bring with it Rio de Janeiro’s Olympic Games, Euro 2016 and many other sporting events which have sport enthusiasts and hobbyists on the edge of their seats. It’s set to be an action-packed year, and one which will undoubtedly open up opportunities for retailers, large and small, to build on their sports merchandise offering. In a few months’ time the Olympic flame will be burning bright. BBQs will be on the lawn, tablets will be locked away and parents will be pushing their kids into the great outdoors. Whether they are picking up a football to play with friends, collecting merchandise to swap at school, or showing an interest in new and exciting sports they see on TV, the growing importance of active play is set to be even more prominent this year. William Thornton from Thornton’s Table Tennis believes that in this day and age, it’s not just the sports retailers that should be supporting the importance of an active lifestyle. “In the world we live in today, it is common knowledge that a lot of children are glued to their various devices,” he said. “Sports products are so important in encouraging children to get off the couch and into the garden. Many toy retailers will sell swings, slides and other outdoor toys and games, but there remains a gap on the shelves for more outdoor products which actually get children exercising and interested in playing and competing in sports.” Paul East, founder of Kurby, pointed out how encouraging active play now can also go a long way in helping a child’s future health, hobbies and interests. “Active play is necessary for a healthy lifestyle and if it’s promoted and enjoyed at a young age, the chances are this will continue into adulthood,” he explained. “As a company, Kurby promotes swapping screen-time for play-time, as we strongly believe children and parents need to be aware of how important outdoor play is.” With this in mind, it is becoming more apparent that

sport is not only beneficial for the body, but also for the mind of a growing child, building their confidence and self-belief. “Sports of all shapes and sizes are very important,” explains Lee Crocker, general manager at Phoenix Sporting Goods. “They teach children a host of valuable skills that they will carry with them throughout their life. Therefore the more they practice and succeed, the stronger they’ll become.” William Thornton has evidenced, through his own company’s success, the ways in which sporting events in the media can have a significant impact on the popularity of sports merchandise in stores. “Thornton’s Sport and Leisure is the UK distributor for Stiga, one of the world leaders in table tennis and the sponsors of the Chinese team,” he explained. “The popular and extensive coverage of the World Ping Pong Championships on Sky Sports every January helps promote the already popular sport and pastime to an even wider audience. A great selling point for us is that for the second year running, a Stiga-sponsored player has won that treasured title.” And with the Olympics fast approaching, William hopes this year will be no different. “In 2012, when the Olympic Games were based in London, there was a huge lift-off with sports products related to the games,” he said. “Table Tennis had a lot more coverage on TV in 2012 than in previous games, and we think that this year’s tournament will provide a further boost in sales.” The importance of leading an active lifestyle is also becoming an increasingly large focus in schools, with a wider variety of sports being played in lessons than ever before. “Table tennis is now part of the school curriculum,” William added. “This is great for us, and it means that children will be encouraged to practice outside of school, which toy retailers can also use to their advantage.” According to Lee Crocker, many toy retailers are already maximising on the mounting encouragement that is being placed on schools and parents to support and encourage an active lifestyle.

“Many toy shops already stock a clear and defined range of sports products such as wheeled toys and outdoor play products. These account for a large percentage of sports sales, so depending on who you talk to, or the category, it can be very significant,” Lee said. “Some retailers would say that Table Tennis isn’t a toy, but our Ping-Pong Anywhere Net Set fits perfectly in a toy shop, as it can be played by anyone of any age and any ability. It’s great for the summer holidays, and most of all, it’s addictive and fun.” Having already been nominated for a toy award this year, things are certainly looking up for companies such as Phoenix Sporting Goods, indicating that the toy trade is starting to notice and capitalise on the crossover that exists between the sports and toy categories. “Much to everyone’s amazement, the Ping-Pong Anywhere Net Set was nominated in the Teen/Family Award at this year’s Spielwarenmesse, and although it didn’t win, the response at the show was enormous,” Lee added. However, it’s important to realise that sports merchandise has a perennial appeal. Despite the boost in sports sales that this summer may bring, Lee is confident that sports merchandise has strong selling power throughout any season of any year. “Every time a major sporting event appears in the calendar, anyone involved in retail and those supplying merchandise for these events pray for bumper sales,” he said. “However, our products aren’t dependent on the success of the GB team for the Olympics or any of the Home Nations in the Euros. Of course, I wish all those participating all the very best and may the best team win.” Overall, it is clear that whether it be through the mounting emphasis on active play or through the heavy influence of the sporting season, the sports merchandise sector will only get stronger as the year unfolds. Over the following pages Toy World presents a selection of products on offer from companies working in the sports merchandise sectors.

GP Flair 0208 643 0320 | www.flairplc.co.uk Having successfully launched in autumn 2015, GP Flair’s football inspired bubble brand, Footbubbles, is to see some range extensions ready for the new season. With Footbubbles, kids can train just like their favourite footballing hero, Lionel Messi. At the heart of this already successful brand are the Footbubbles Socks. Designed to look like Messi’s latest boots, the special fabric allows the wearer to play keepy-uppy with the unique bubble solution supplied. Refill packs of both socks and bubbles are available, and in autumn new Footbubbles lines will launch in time for the arrival of the new football season. Allowing for easier on-the-ground bounces, the company is also launching a bubble bouncing Playmat created from the same fabric as the socks, while Jumbo socks with shin pads will create more control and freestyle tricks. An Automatic Bubble Blower machine that delivers perfectly timed football sized bubbles will complete the range. The Footbubbles brand is supported with TV advertising, plus a global competition with a Meet Messi prize that will be launched in April 2016.

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PING-PONG ANYWHERE NET SET Play table tennis in seconds, anywhere, with the Ping-Pong® Anywhere Net set. The regulation-height net extends up to 6’ and clamps easily on to any type of surface.

Visit www.phoenixsportinggoods.com for more products Phoenix Sporting Goods Limited, University House, Oxford Square, Oxford St, Newbury, Berks, RG14 1JQ T: 01635 517560 E: lee@phoenixsportinggoods.com W: www.phoenixsportinggoods.com

Sports merchandise

Vivid Imaginations

Kurby 07803 416 055 | www.kurby.co.uk

01473 322 000 | www.drumondpark.com Football fans can practice like a pro with Vivid’s new Harry Kane football inspired toy range. The starting line-up consists of the Skills Ball, which is designed to help budding footballers develop touch, control and co-ordination skills essential for fast moving footwork. The Volley Blaster is a bootshaped handheld device with a deployable ball to practice keepyups. Once players have mastered the skill, they can then try going freestyle by removing the detachable cord. Launching later in the year is the Goal Blaster which is an interactive door-mounted goal allowing players to bring the penalty area to life in their own home. With a poseable keeper, players can set up the spot kick to see if they can beat the keeper and score the perfect goal. The Goal Blaster also includes goal line technology which gives players instant feedback, and with over 15 sounds players can hear the crowd cheer as they score a goal. The Harry Kane range will be supported with TV advertising.

Kurby is the new ballgame for all the family, which can be played anywhere from the garden, the park, at school or at the beach. There are many different games and levels which children can play. Kurby is based on the street game, commonly known as Kurby, Kerby or Curbsy, which has declined in recent years due to increased traffic and safety on the roads. The product was invented by Paul East, who first had the idea when he played the game with his two daughters on the street, however they couldn’t play on their own because of cars and safety. There are many different ways to play Kurby due to the special design of the Kurby base units. The ball game has two levels, an easy side with a larger sweet spot to rebound back from for younger children, and a hard side with a smaller sweet spot to hit for the older experienced player. There are five different games to play with Kurby, with more to be added soon. These include Regular Kurby, where the player has to rebound the ball from the opposite base unit to score, Kurby Rounders which is a mixture of rounders and dodgeball, Kurby Stepup, Kurby Knockout and Battle Kurby. The aim is to get Kurby into schools, so that children can play it in PE, possibly as part of the curriculum or in the playground. The game will be promoted by a swap screen-time for play-time campaign to make children more aware that they are spending too much time online.

Phoenix Sporting Goods 01635 517 560 | www.phoenixsportinggoods.com Phoenix Sporting Goods was born on 5th May 2015 to create and distribute a range of strong, performance led sports products throughout the UK and Europe. Within its stable are numerous performance led items such as the Goalrilla Multi-Sport Trainer and Goalrilla Football Trainer, plus iLites and the PingPong range, of which the Ping-Pong Anywhere Net Set was highlighted as an ideal product for the toy sector. Phoenix Sporting Goods exhibited at Spielwarenmesse this year with a hugely positive response, and its Ping-Pong Anywhere Net Set was nominated for the Teen/Family Award. The Ping-Pong Anywhere Net Set is a portable and retractable table tennis net which can be used anywhere. It comes with two bats, three balls and a mesh carry case, allowing users to have active play wherever they are.

Thornton’s Table Tennis 07828 045 467 | www.thorntonstabletennis.co.uk Toy shops which sell outdoor climbing frames, swings and slides should not miss out on the opportunity to make excellent profits, for no outlay, on the sale of Thornton’s outdoor and indoor table tennis tables. Table tennis is now played in most schools throughout the country and is part of the government’s current sports curriculum commitment. Thornton’s offers an excellent business opportunity, fantastic revenue and profit source with no capital outlay. It offers 48 different models of table tennis tables, all available on a drop-ship basis. All tables have a twoyear warranty with a full spares backup. For retailers with websites, Thornton’s supplies all artwork, videos and product information to help search engine optimisation. Thornton’s also provides collages to support in-store promotion. There is also the opportunity for additional revenue in being able to offer a full range of accessories.

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STIGA TABLE TENNIS

available by drop ship delivery

Compact Storage System ●

Commonwealth Games Chose Stiga Optimum 30mm ● ●

●

The table halves are stored folded into each other, thus reducing drastically the space required. The height of the table is only 155 cm. Each table leaf has it’s own wheeled base, which means the table is easier to handle. Packaged in double cartons wt 142kgs

Performance Outdoor

Table tennis is an activity for all the family young and old. Active Living, Healthy Exercise and Fun. Especially ideal for Toy and sports shops that sell outdoor climbing frames, swings and slides etc. Don't miss out on the opportunity to make fantastic additional revenue and profit with no up-front outlay. 48 different models of table tennis tables, all available on a drop-ship basis.

Style Outdoor

All tables have a 2-year warranty with a full spares backup. We supply all artwork and product information to help market these to your customer either via your website or in-store. A great opportunity for additional revenue in being able to offer a full range of accessories such as these featured below.

2 Star Rocket

3 Star Reactive

4 Star Virtue

5 Star Vaporizer

Distributed by Thorntons Sports & Leisure League Batcase For more information contact jason.thornton@thorntonstabletennis.co.uk Tel: 07828 045467

Sports merchandise

Open Goaaal! www.opengoaaal.com A new football net has been launched, which aims to solve the problem of missed shots flying off into the distance. Open Goaaal! is a white soccer net surrounded by a 10ft high wall of tensioned netting that not only stops missed shots flying over and into the distance, but then rebounds the ball back for another shot, time after time. Furthermore, the net simply slides out of the way like a curtain when the play is over, meaning that parents won’t have to stare at a goal the whole time. A number of top football players already have one in their garden and have posted about the product on social media, including Rio Ferdinand, Kyle Walker, Phil Jagielka and Darren Fletcher. The product is available in two sizes: the standard size costs £149, while the large size costs £165. Jonathan Cowan, who came up with the idea, said: “It is not often there’s a real innovation in sports products. This is a real innovation founded in consumers’ insight”. Jonathan said his invention will mean “happier neighbours and healthier kids, who are off the Xbox and back into the garden”. As well as offering an increase in game time as the ball keeps rebounding, it also allows children to practice on their own without getting bored. And dads love the product, as now they can really smash the ball hard.” The concept has appeared on Ideal World Shopping TV and very recently on Dragons Den. Licensees have been signed in the US and Australia. Jonathan said he is potentially interested in finding a UK distributor for Open Goaaal! For more information on Open Goaaal! visit www.opengoaaal.com.

Kurby® is the new ballgame for all the family. Play anywhere safely, garden, park or beach.

Challenge someone to a game.... It’s kurbytime

www.kurby.co.uk Toy World 64

Feature

Toy Fair season reviews

Discovering Hong Kong

Publisher John Baulch reports from the Hong Kong Toys and Games Fair

ore than 45,000 buyers visited the 42nd Hong Kong Toys & Games Fair in January. HKTDC deputy executive director Benjamin Chau announced that the show welcomed buyers from more than 120 countries and regions, with growth in the number of buyers from the Chinese mainland, Thailand, India, Malaysia, Russia, France, Germany, Italy and the United States. I spent three days at the event, which was as busy and bustling as ever. The phrase ‘needle in a haystack’ is a fairly accurate summary of the show: there are undoubtedly some great lines here, but you have to be thorough and commit to a lot of walking to find them. As someone pointed out, starting at the front of the halls is potentially less effective; anyone with their eyes open will find those lines. It’s the gems tucked away at the back of halls or in obscure parts of the show that are the prize for the truly diligent - and there are definitely some very big UK retail buyers and suppliers who methodically trawl the aisles in search of nuggets that competitors are less likely to have found. Inevitably there is still a large volume of generic, open market product on show, but the Brand Name Gallery and Tech Zone expand each year, while character merchandise appears to be gaining a wider foothold amongst exhibitors. It felt that you couldn’t walk more than a few steps without seeing a drone: while it has undoubtedly been a successful category, it does seem to be in danger of tipping into over-supply mode, particularly at the lower end of the market. 2016 saw the debut of the British pavilion, run by the Birmingham Chamber of Commerce, which has done such a good job organising the British pavilion in Nuremberg for the past decade. Organiser Stuart Whitehill commented: “After we carried out a market survey back in 2015, it was clear that a number of UK toy companies were interested in the show. We applied for UK Trade & Investment funding, which was granted. So in addition to the 12 UK companies that exhibited at the show independently, there was a UK pavilion of six companies, along with the three UK toy magazines. Business at the show was brisk from the morning of day one and continued through to the last day. The HKTDC provided excellent pre-show support and arranged a number of one-to-one business meetings for companies in

the pavilion. In addition, they also arranged a trip to a factory in Shenzhen after the show finished, which four people from the group attended. Aside from visitors from Hong Kong, exhibitors reported seeing companies from Japan, Malaysia, Thailand, Singapore, mainland China, India, USA and South America, many of which they would not have seen at other fairs. It is this fact which seemed to be most common amongst the group: having exhibited at either London, Nuremberg, New York or Birmingham for many years, they were extremely impressed with the number of new contacts made. With such positive feedback we are looking to run the pavilion again in 2017 and are currently negotiating our location. It’s a big show and we will be looking to make sure that the UK retains a prominent location.” Perhaps surprisingly, given the volume of coverage by national media outlets in the first few days of January, I heard very little talk about the volatility of the exchange rate, and in particular the RMB’s tribulations: it seems that the majority of Chinese factories still prefer to be paid in US dollars, which is how they pay for raw materials and settle the majority of their outgoings (apart from staff wages). There was some discussion of China’s two child policy, but while some see the recent policy change as a major opportunity for toy suppliers, others suggested that it would be better to keep it in perspective: the most optimistic projection suggests a potential rise of around 15% in the birth rate, but some are querying this figure and most accept it will take several years to fully take effect. Indeed, some people believe that opening up a few more big cities in China to Western imports (there are apparently a lot more than most Westerners know about) would be equally beneficial to the prospects of global toy brands as the introduction of the two-child policy. Overall, while China remains the largest global manufacturer of toys by some distance and Hong Kong remains the gateway to China

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for many Western companies – a number of challenges remain. Since China tightened its labour law in 2008, resulting in a significant increase in the cost of labour, some toy factory owners have been forced to consider whether it is viable to continue to operate in the same way as before. In Guangdong - the neighbouring province where many Hong Kong firms operate – a number have elected to transform the labour-intensive factories into more automated operations producing technology products, due to the fact that many consumer electronics items require the same injection-moulding machines that are used by the toy industry. However, a positive slant can also be put on this situation: while some factories are choosing to change direction, the companies left behind will almost certainly be stronger as a result. There is still some low-level discussion about the possibility of moving production to other countries, although it is far from a straightforward option: the toy manufacturing process utilises a lot of different components, such as metal parts, plastic, screws, packaging, and printing. So good supply chain support is essential, as is export support and a developed infrastructure for testing and shipping. No other territory can currently match China in these areas. All of which suggests that Hong Kong will remain at the heart of the global toy market for the foreseeable future. Next year’s Hong Kong Toys and Games Fair will take place from 9th12th January.

viewpoint Toy World shares insight and opinion

David Ripley Groupon

AN Sainsbury - Part One

Despite all of the recent big brand merger hype and activity on the supplier side of the toy industry, with Hasbro/Mattel and VTech/ LeapFrog, I must, as a self confessed retail geek, not pass up the opportunity to explore the

Ruth Clement Full Steam Consulting

New movers and shakers in 2016

With over 300 stores nationwide and strong emerging toy credentials, the one to watch in toy retail is Home Bargains. Full Steam’s Toy Traffic Reports provide essential health metrics and an early warning system of the emerging challengers – those newcomers which have the potential to disrupt the retail landscape even before their progress becomes evident or significant in retail or unit shares. The most recent Toy Traffic Report conducted by Full Steam in January 2016 reinforces NPD’s recent warnings about Home Bargain’s emergence and goes further in predicting just how quickly it will gain a foothold in the UK market amongst the main players. Full Steam has been watching Home Bargain’s progress with interest over the last 24 months, and notes its high

planned acquisition by J Sainsbury of the Home Retail Group. What’s in a name? Well if two initials superseded by a random word works for TK Maxx and TJ Hughes it could work for AN Sainsbury? There is of course still a long way to go in the process of consummating this retail marriage. The acquisition is still subject to competition commission approval, senior executives jockeying for position, the critical brand decision - do they stick with the value bias orange or go for the daring powerful red? And the ultimate decision, do they keep the corporate box at Coventry City or MK Dons? This one is really difficult to call, with MK Dons looking at the Championship trapdoor and Coventry City FC in the mix for promotion from League One. Combining all of the letters from J Sainsbury and Home Retail Group actually makes an anagram of: ‘As a combined force we want to concede some market share on certain non-food product areas and possibly grocery, so we thought teaming up would make this happen faster’. Of course it doesn’t (it does spell boring atmosphere) but you get my general

direction with this month’s column. I must confess to being particularly well researched for this article - ever since the announcement I have been trawling both sets of corporate accounts, trying to crunch the ratios to better understand what makes this acquisition/ arranged marriage look attractive. Having read the hastily drafted JS investor document titled: ‘Accelerating our strategy for growth’, which outlined why the acquisition of HRG would be a match made in retail heaven, I am still to be convinced this is a good deal with the headline benefits being realised. In numbers the new tie-up will produce a store portfolio of 2,144 outlets servicing footfall of 25 million customers per week in store with combined retail sales in excess of £31bn per annum. On paper it’s a retail colossus, but dig deep and you start to see the devil in the detail or the size of the indigestion tablet JS will need to take to avoid commercial heartburn. To start the customer base is not as mutually exclusive as some M&A professionals have stated, so expect at least a 30% crossover in same customer

scores and rapid progression across a number of core Key Performance Indicators which are strong indicators of its potential for sustained growth within the toy market.

convenience of internet shopping, particularly for any new entrants into the toy category. With over 300 stores nationwide, Home Bargains has plenty of visible conveniently located retail space to play with.

Toy awareness

Toy drivers

Whilst expectations were high for B&M Bargains, which has 57% awareness, 54% of all toy shopping mums in the UK are now aware that they can shop for toys in a Home Bargains store. That’s more than half of the core target audience. Whilst many shoppers on the British mainland came across Smyths Toys initially via its internet presence, for Home Bargains its toy awareness is being driven heavily by word of mouth and by actual visits to its stores, with traffic into store generated across several home categories, subsequently driving visibility of its toy range. In addition, in the last quarter of 2015 internet user penetration for Home Bargains reached a respectable 31%.

To understand the sustainability of Home Bargains’ growth in toys, we need to look at how satisfied customers feel with the toy shopping experience there. So far it has generated good customer satisfaction scores across many of shoppers’ key criteria, meeting many of their toy shopping needs, which means that, all things being equal, it is highly likely to continue to grow with repeat visits and the spread by word of mouth. Home Bargains’ retail value share of toys will be determined in the short term by the toy buying occasions it chooses to focus on, its price range architecture, how heavily it relies on merely discounting the value of its listed product, the brands it chooses to feature and how willing suppliers are to work with it. However, having achieved so much in such a short time, imagine what it could achieve if it started to promote itself as a toy destination retailer with advertising investment? Full Steam’s Toy Traffic Reports generate a unique series of core KPIs which enable us to accurately predict which retailers and brands will be the influencers of the future, which trends can be influenced and how, and which ones, companies need to prepare for now in order to stay ahead of the game. To find out more about toy traffic trends, please contact ruthclement@full-steam.com.

Toy traffic Recent store visit penetration figures reveal that whilst 68% of toy shoppers who are aware of Argos visited an Argos store to purchase toys between October and December 2015, 55% of those aware of Home Bargains visited one of their stores in the same time period, a conversion rate which surpasses Toys R Us, The Entertainer and Smyths Toys. The proximity, convenience and visibility of its stores are important factors for Home Bargains and increasingly important store choice drivers to rival the

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shopping – this reduces the weekly customer footfall to close to 18 million. Also, despite the much-heralded strategic switch to digital, only 60 digital Argos stores exist – less than 10% of the Argos available store estate. For JS to leverage these ‘future-proofing’ retail strategies will take lots of time and money. There’s certainly value in combining the proprietary brand strategies with TU clothing, Habitat homeware, Hygena, Alba/Bush electrical and Chad Valley on toys to name a few. Bringing Chad Valley in to the JS toy offer may put a large question mark over the brand tieup with the ELC/Mothercare, which will surely have a material overlap in terms of new product development and sourcing infrastructure. The focus must be on the core challenge of optimising the store estate footage, formats and locations to maximise sales and profit. A critical understanding is the demographic differential between a typical out-of-town customer (private transport bias) and a high street customer (public transport bias) – I make a grand assumption that JS will favour the outof-town locations and close (but not necessarily divest) the Argos fascia high street stores in the event of territory crossover. Where and how many Argos high street store closures will occur is the tough part to calculate, but the potential closure or conversion to JS local stores could see 300 locations currently selling toys close - just like the mass Woolworths store closures in 2009, this could be a welcome boost for the toy independents. Whichever way this plays out, it is not going to help the toy industry in the short term and sales may simply be lost, as they were with the Woolworths closures. It might however present an opportunity for JS to solve a problem, with the slower than planned roll-out of the value grocery Netto chain. JS set up a 50:50 joint venture with the Danish parent company of Netto stores in 2014, but despite a much publicised push into discount grocery retailing, the store openings are pedestrian by contrast to the rate at which Lidl and Aldi are opening stores in the UK. Utilising the same strategy for selecting potential store sites as Lidl and Aldi is hampering the Netto expansion and utilising excess Argos sites to accelerate the Netto store opening numbers could be a smart move. The Iceland grocery chain thrives on the high street and I would guess that there is enough space for Netto to also exist in the same type of locations. The high street Argos stores are by design cavernous and could readily be turned into Netto stores offering the typical low sku count value ranges that Lidl and Aldi have perfected in residential and out-of-town locations. I haven’t even started on what pricing strategy the combined group might adopt on general merchandise - Argos has always been very competitive on price, Sainsbury less so and Netto, despite being a value-led proposition, has not yet made a strong reputation in general merchandise product campaigns, in the same way that Aldi and Lidl do with their weekly offers. To be continued

Life through the supplier’s lens

Andy Clempson has spent the last 15 years in the toy industry in sales and commercial director roles in the UK and Europe with both Mattel and Hasbro. He has also sat on the BTHA Toy Trust Charity Committee Board. Andy Clempson Twitter: @clempsa1 https://uk.linkedin.com/in/ andyclempson

ost suppliers share a common goal when they look at their target customer base and that is how to become a “preferred supplier”; a true business partner. Achieving this is a marathon not a sprint, with many areas to focus on, irrespective of whether you are a big brands global supplier or a more local supplier or distributor with a more niche offer. You won’t succeed in any of these areas without some planning The toy business can be complicated, short term, fast paced, fickle and impatient for instant returns. The typical characteristics of sales people don’t always gel that well with the process of pressing the pause button, thinking and then producing annual or longer term business plans. I won’t argue that these plans are the holy grail of business success, but I will argue that modern sales people should be business managers and that planning the right way forms a key step on the path towards being that gold standard supplier. Failing to plan is planning to fail. From my personal experience, not all accounts are created equal and they don’t all need detailed plans, but some degree of strategy is always advisable. It is critical to involve the customer and understand their business and needs. A plan not aligned with the customer will fail. It is worth taking the time to learn to speak the same “business language” as the customer, not just your own company language. I know companies that actually have to produce crib sheets to explain their own abbreviations – but in dealing with them, you have to take this on board. Masses of data that give you no direction will not help – remember that quality is always better than quantity. All data must answer the ‘so what?’ question. If not, then ditch it. Don’t over complicate a plan – if you struggle with it, then how will you ever sell it? Make the content of the plan creative and use inventive images. This is a fun industry, and this will ensure your plans stick out from the crowd. But be realistic - blue sky thinking is great but remember to keep it relevant. Your plan should be created by and shared with as many relevant people as possible (internal and external) so you get collective ownership, understanding, buy in and agreement. Do not be an island and try to do it all yourself. Understand the people and personalities in your customer’s company, as well as your own team, and tailor the style. The plan should be flexible to accommodate the changing business environment, so get in regular review dates – and then repeat, repeat, repeat. In Muhammad Ali’s words “repetition leads to belief and once that belief becomes a deep conviction, things begin to happen”, so talk the plan at every customer meeting. A partnership is defined as “an arrangement when parties agree to co-operate to advance their mutual interests” and a strong plan should actually reduce your amount of day to day customer negotiation. However, we all have to remain commercially realistic. I once worked with a senior toytrading director who described our relationship as “best partnership” when in reality the commercial balance had swung to 70% them 30% us. Whilst 90%/10% can still be defined as a partnership, it’s not really what you call balanced. On the other hand, I have had some really great partnerships – with ongoing joint business planning and team sessions on neutral territory, sometimes using an impartial third party referee to really challenge both sides. This created strong plans with quick wins, concrete actions and regular evaluation and good return on investment. It grew our relationships and our businesses substantially. So planning does work. but like most things in life you have to put the effort in. As the saying goes, hope is not a strategy. You need to become a “man/woman with a plan” and then act on your plan –it should help keep you on that path to preferred supplier.

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Jim Hawker co-founder of Threepipe PR and digital marketing agency.

The rise of influencer marketing

As we enter 2016 and start the planning cycle again for the year, it is a useful time to take a step back and look at some of the key consumer and media trends that are happening around us and specifically for the audiences we are trying to engage with. In most of our cases, building stronger emotional connections with mums is key to ongoing success. The rise of influencer marketing will continue apace this year as brands look to drive recommendation

Tristan Brooks client services director at Arena Azure

Sounding out the soundbite

As those toy marketers amongst you who work closely with media agencies will know, now that Toy Fair season is becoming a distant memory, it’s that crucial time of year for finalising advertising budgets and media plans, setting out how success will be measured, then handing over to the agencies to crack on and deliver. At a time of digital evolution, where an ever increasing number of media channels is vying for our attention across what seems a multitude of ‘connected’ digital platforms, it’s easy to get caught up with the narrative that everything has changed, and will continue to change at pace. What we need to know is by how much, and what this means to the marketing plans. The more we see digital media shape our own daily media habits and those of our children, the more we can get caught up in this narrative, often referring to our own children’s media habits as being barometers of change. This feeling of change becomes pervasive and we should remind ourselves a sample of 1 is a dangerously small research pool. The role of media practioners is really quite straight forward as I see it; be there to inform, advise, challenge when necessary, support and create the most effective campaigns, delivering the greatest sales return verses budget invested. This means that, as media specialists, we should have

and endorsement through real people with online influence, in an authentic way. Influencer marketing is proving to be one of the best performing channels in terms of new customer acquisition and outperforming email and digital advertising. You may well have heard of some of these influencers. The vlogger PewDiePie, for example, has over 40 million subscribers to his YouTube channel, and brands have been clamouring to work with him to tap into the purchasing influence that he has within the video gaming sector. These influencers are becoming a key part of any marketing programme, including the parenting sector. For some time now it has been a relatively cheap way to promote your products, but that is soon going to change. Vloggers and bloggers across the worlds of fashion, gaming and food have started to command pretty sizeable fees when working with brands. It is only a matter of time before the same starts happening in the parenting sector, given how digitally-connected mums are across social networks. This will mean that marketing teams will have to shift budget away from more traditional media channels to be able to afford to work with these influencers, and it will also require a new way of working. Influencers want to collaborate with brands and not

be dictated to. This means being more relaxed about some of the content outputs from the collaboration. Gone are the days of signing off on creative. The upside, however, is that the resulting content is far more authentic and believable, and therefore more effective. Influencer-led marketing is creeping into more aspects of the programmes that we are creating. Another key aspect of influencer programmes, and one that we are investing in, is the contribution of influencers to product reviews on key retail sites. Product reviews are a key part of product selection and we have been working with our clients’ influencers to post genuine reviews on key retail sites. The influencers do disclose that they were given the product by our client, but that the review is a genuine one. Adopting an influencer-led programme means investing in the right tools, whether that is to help you identify the right people or to measure the impact of the programme. That also means getting to grips with data and analytics and understanding the customer journey in much more detail. So, when you’re putting your sales and marketing plans together for the year, it’s worth allocating some budget to test and trial new channels – or you will never know how effective they could be for you.

our fingers on the pulse of current media consumption trends at all times, so the investment is best targeted to the right audience to deliver the best response for the least budget. Immersion in as much current and relevant research data is the best, and in my opinion, the only way to do this. However the industry seems to be increasingly fed a narrative of exaggerated change by media speculators often for the benefit of being seen to be ahead of the curve, rather than necessarily scrutinising the data available and trying to make sense of what is really happening right here and now for the benefit of advertisers. The latest media soundbite making waves in the mass media as I write this is “Time spent online overtakes TV among youngsters” (BBC online 26th January, an article on the 2016 Childwise Monitor Report). A very impressive soundbite, and at the same time potentially alarming statistic for toy advertisers, as children’s TV investment represented over 90% of total media spend in 2015 (based on Nielsen data). Since this statistic was broadcast via by the BBC, I’ve had more than a few emails from clients wanting to know what the implications of this data is from a TV planning perspective, and quite rightly so. They need confidence their money is being invested in the best place to maximise returns. These soundbites grab attention and can distract and detract from the more important discussion to be had, what is actually happening right now. If this narrative of digital change is embraced without question, budgets could be shifted and plans changed - possibly to the detriment of effectiveness. It’s in looking at the nuances in the audiences viewing behaviour that we get a better picture as to what is really happening. Below are viewing figures taken from BARB (Broadcasters Audience Research Board, the UK TV’s industry recognised viewing panel) looking at 2015 vs 2014, analysing only children’s commercial channels (including Milkshake) and broadly relevant toy target audiences. Viewing impacts across children’s commercial channels (BARB): • Housewives with Children aged 0 to 3 years +13.2 • Child aged 4-6 years +9.9%

• •

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Girls aged 7 to 9 -2% Boys aged 7 to 9 +6.2% So year on year, there were in general more eyeballs watching children’s commercial TV in 2015 than the year before across all of the above quoted audiences, except for girls aged 7 to 9. This obviously adds a different but highly valuable perspective on current TV viewing trends. So the conclusion is that total viewing is completely different to their chosen viewing. This makes perfect sense in a world where children can increasingly consume what they want, when they want and how they want. Children are not abandoning children’s TV content, far from it, as TV screens get bigger with higher grades of definition, the TV screen is still their preferred platform to consume programming content. It’s just they have more media options available to them to consume both on and off the TV screen, often splitting their time between 2 media or more at the same time. So when mum, dad or sibling hijacks the remote, they exercise their digital right to consume their chosen content elsewhere. As Childwise’s research director Simon Leggett says “Children are now seeking out the content of their choice. They still find traditional TV programmes engaging but are increasingly watching them online and on-demand or binge watching box sets.” Yes, digital media is reshaping children’s media consumption which provides new and exciting media opportunities for advertisers to reach and engage children. On demand will continue to challenge the live broadcast model, but let’s not get ahead of ourselves and whole heartedly accept the narrative that everything has changed, to the detriment of currently the most cost efficient and sales effective media channel, children’s TV. No need to rip up the media rule book up just yet, we should hold our nerve and keep an eye on the data to really get under the skin of what’s happening right now, those that do will be best placed to make the most of their media campaigns.

The US toy space is getting even more interesting in 2016

The toy market was subject to three major gamechangers in 2015, which will also go on to affect 2016. These include accelerated sales growth, the changes besetting the fashion doll marketplace and the impact of Disney on the toy marketplace overall. After years of virtual stagnation, toy sales in the US have taken off. Retail sales growth, based on Klosters Retailer Panel data, is estimated to have risen 5.3% to $24.94bn in 2014 and 8.2% to $27bn in 2015, after an average yearly growth rate of 1.5% between 2008 and 2013. First, let’s take a look at the methodology underpinning these numbers. The Klosters Retailer Panel covers 100% of traditional toy sales, plus the toys-to-life and hobby and game channel sales. Toys-to-life sales are split between the video game part, consisting of the game and the platform which accounts for about 15% of the total, and the toys, which account for the remaining 85%. The figures shown for toys-to-life sales are therefore only for the 85% toy part. According to sell-through data generated by the Klosters Retailer Panel, the graph shows how the individual categories performed over the past four years. The question of why there was a sudden jump in toy sales in the US in 2014 and 2015 deserves scrutiny. According to the national buyers included in the Klosters Retailer Panel, there were three drivers, one being population growth, estimated at 0.7% per year between 2012 and 2015. The other driver was price deflation followed by price inflation. Due to the recession, consumers went down the price scale and began to substitute, particularly in the pre-school category. At the same time, the Chinese Yuan began to devalue against the dollar after years of revaluation – down 2.6% in 2014 and 4.2% in 2015. Both factors should have resulted in price deflation overall. However, this was counteracted by labour cost inflation in China. Whilst the cost of labour had risen by 5% to 10% every year since 2010, this was offset by increased manufacturing efficiencies up to the end of 2013. At that point, the third party toy manufacturers could no longer absorb this increase themselves and had to pass it onto the toy companies buying their products. The toy companies in turn could not absorb it either, but passed it on in the form of higher prices, which led to an increase in retail sales dollars. Price inflation contributed about 2% to dollar sales growth in both 2014 and 2015. The third factor is precursor events, of which there were two which boosted toy sales over and above what they would normally have been. The first was Frozen, which in 2014 and the first half of 2015 was the most potent toy sales generator ever. This was followed up by the second precursor event, Star Wars, which launched at the end of the third quarter in 2015 and has already proven to be a greater toy sales generator than Frozen. Frozen by itself contributed about 2.6% growth in 2015 and Frozen and Star Wars combined contributed 5.5% in 2015. All indications are that these three drivers are also continuing into 2016, and we should hence see very solid growth rates for the US toy market during the next 11 months.

The second game-changer is the shift taking place in the fashion doll category. The major event is the loss of the Disney Princess range by Mattel to Hasbro, which has already led to a shake-up in the executive ranks of Mattel and could result in a fundamental transformation of its company culture. On the positive side for Mattel, Barbie is turning around and this is powered by newly introduced dolls, Barbie Princess Power and Barbie RockNRoyals, the Dream House and Hello Barbie. The latter could be a real game-changer in that it is the first toy that really employs artificial intelligence which could elevate it from a mere toy to something akin to a pet for the child. Mattel also introduced a pretty fundamental change in its treatment of Barbie in that it is aligning the doll more with actual girl body shapes – small, tall, slim and curvy. The buyers are a little conflicted about this because they are not sure to what extent this is in fact something that addresses a fundamental problem, or whether it is just a reaction to criticisms levied by consumer groups that Barbie’s somewhat unrealistic body contours could negatively affect a girl’s self-perception. The buyers will obviously let Mattel put the new range, the Fashionistas, onto the shelf this quarter but the final arbiter will be the tween girl herself. Another potential game-changer instituted by Mattel in the doll space is the DC Super Hero Girls range, which is set for release in the first quarter of 2016. This marks the first time that a girl product range has pivoted into the boy space. The converse has happened before when Lego, until then a boy’s range, pivoted into the girl’s space with its Lego Friends in 2012. By the end of 2015, Lego Friends had captured about 10% of the total Building Toy category in the US. Nerf Rebelle made a similar pivot, from an exclusively boy’s genre to a girl’s in early 2013, with equal success. This pivot by Mattel, in targeting the action figure category, addresses a significant product opportunity which is also demonstrated by the clamour around Rey, the Star Wars heroine, who was excluded from the toy range developed around the film. Consumer demand for this female action figure was so high that Disney and Hasbro finally gave in and agreed to include her in the next wave of Star Wars toys about to hit the shelves. Mattel is in this way ahead of the curve, and is likely to have the genre for itself at least for the next 12 months. Lastly, let’s look at Disney’s impact on the toy

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space. The company’s two recent blockbusters broke all records as drivers of toys. Frozen is estimated to have been responsible for more than $1bn in toy sales in the 26 months up to the end of 2015, whereas Star Wars generated $350m in 2015 alone and is expected to hit well over $1bn by end of 2016. Whilst Star Wars is mainly associated with the Action Figure category, the brand also now propels vehicles (Hot Wheels, Mattel), outdoor sports (Nerf, Hasbro), building toys (Lego) and games and puzzles (board games, Hasbro). It also made Disney Infinity the market leader in toys-to-life. While these two movies are the most obvious examples of Disney’s strength in the toy space, they are not the only ones. In fact, 2016 is expected to be even more important for the company than the 2015 banner year was. There are obviously other toy-related movies by other studios, but Disney is the dominating factor in the three key toy categories in 2016: action figures, fashion dolls and pre-school. In summary, we are very likely to see a continuation of above average growth in the toy market throughout 2016. The fashion doll category will most certainly undergo massive changes and Disney will continue to dominate the toy space through its big-screen movies.

By Lutz Muller

CEO of Klosters Trading Corporation, a provider of competitive insights in the mass retail space in the USA and Europe.

Feature

Action vehicles

Flights, cameras, action! It was impossible to ignore the amount of drones, quadcopters and RC vehicles that encountered near misses with unsuspecting visitors treading the boards of the numerous Toy Fairs this year. Jonika Kinchin finds out why there has been such an increase in the product category, and what companies are doing to be bigger and better than the rest.

n light of the advances in technology which have led to inventions such as underwater drones that can also crawl up walls, it’s hard to imagine what might come next for the action vehicle category. Mark Divito, managing director at Horizon Hobbies believes toy retailers can benefit from devoting a good level of space to the sector, and radio control products in particular. “Micro drones, smaller scale pieces and entry level products are ideal for toy retailers. The smaller, entry level products usually come in an all-in-one package, with everything needed in the box. The larger products require extras such as battery packs and controllers to get the full experience. Although drones and RC vehicles are technical, they can get the PlayStation generation out of their rooms and into the open air, without them even realising it, which is a benefit for all involved.” As action vehicle products become more and more technically advanced, and the line between toys and hobbies is blurring, sometimes the best move to make is to take things back to the beginning. Funrise will be picking up the master deal for Tonka from Q3 of this year, and has high hopes for the classic brand. David Martin, director of sales at Funrise told Toy World: “We’ve taken Tonka back to its roots with core Tonka sub-sectors including Classic Steel, real Die Cast, Lights & Sounds, and the new TV advertised Climb-Overs. The UK business model and range plan has many synergies with the US and Canada where we are growing very quickly in all Tonka sectors. Climb-Overs are a great new addition and we have big plans for this brand with full TV and media support confirmed”. Die cast a is perennially popular sub-category, and is a major focus of the Tonka brand. “We’d expect to see some immediate peaks in the steel and die cast sectors, which have been a huge hit through previews and fairs with the new vehicles ranges,” added David. “Lights and Sounds plastic vehicles will see the introduction of the new bespoke UK Emergency Vehicles we are launching in Q3. The new UK Emergency Vehicles are going to be big in all sectors from die cast to Toughest Minis to Mighty Fleet and Mighty Motorised. Tonka will grow the die cast category for sure. I’m targeting 15% market share in year one”. Many companies have expressed the belief that it will be a strong year for licences in the action vehicle category. Richard Venner, head of group marketing at Hornby Hobbies, commented:

Mattel

“Licensing is a critical part to both our toy and collectible sides of the business, across Corgi, Scalextric and ever more so with Airfix. Be it collectors looking for authenticity, or kids following the latest trends in the playground, licensing will always be a key part of what we do, and something we’re actively looking to grow in the future. James Bond has been Hornby’s stand out licence from the last 12 months. Bond’s quintessentially British charm fits perfectly with Corgi and Scalextric, and with an iconic car chase sequence in the last film, Spectre, our products are perfectly positioned to maximise that excitement and bring it into the real world. We supported the range with cinema advertising, alongside the Spectre film launch; the demand was such we had to air freight product in, and we have had a great reaction from kids, collectors and fans alike”. When it comes to drones and flying toys, the lines between toys and hobbies can often blur, but especially in the UK, it’s not always possible to step outside and fly a vehicle with rainy skies. Mark Divito added: “In terms of the toy industry, radio control products tend to peak at Christmas, with a fairly busy start to the year as well. It then

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depends on the weather as to when it picks up towards the summer months.” Whatever the weather, there are still key sales opportunities for toy retailers throughout the year. “We’re lucky that the collectible nature of our business, and mix of price points, enables Hornby to ride the seasonality easier than some,” added Richard. “Christmas is obviously a key time for us – particularly for Scalextric sets and Hornby Train sets. We’re also seeing increased demand at Easter as parents move away from buying confectionery for their kids and buying toys instead. In particular, our QuickBuild vehicle range makes a good alternative to the traditional Easter egg”. Hornby has invested heavily in new tooling for the 2016/2017 ranges, and will be bringing out a significant number of new products. “We found the UK market quite buoyant last year, coupled with a resurgence in the core Hornby and collector markets, which continues to give us confidence for the future,” commented Richard. Over the following pages, Toy World displays a selection of the many new products in the Action Vehicles category.

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Action vehicles

Movie drivers

Toy World speaks to Wendy Hill, brand activation director at Mattel, about the diecast market in 2016 and what she is expecting to do well this year. How do you see the market developing this year? Boys love cars and it’s a classic play pattern which continues to perform well in the market. To keep the category fresh and relevant, we continue to bring innovation with exciting licensing partnerships including the new Batman v Superman, Star Wars and Marvel, which complement our core vehicles in the Hot Wheels collection. We also have some great new additions to the Disney Cars portfolio as we build up to the exciting new movie launch next year.

What are the key trends at the moment? Hot movie properties are definitely the driving element in the boys’ category which is also relevant to the vehicles aisle and with all our exciting new licences, we are able to be part of this trend.

What opportunities are there at retail? Hot Wheels had an excellent year last year so we are delighted to be growing our in-store presence at many of our major retailer partners. Our increased licensed ranges have enabled us to gain additional incremental space. We also have a great national promotion this year, My Epic Collection, which offers children the opportunity to collect five Hot Wheels cars in order to obtain a limited edition gold car.

What products are Mattel expecting to perform well this year? We have a really strong and innovative diecast range this year, supported with an exciting marketing programme to drive collectability. Our new Split Speeders range brings real innovation to the market as the cars actually split in half to create different car mash-ups including creatures and racers. We also have new news for Disney Cars with new Carbon Racers and the Carnival range.

Hornby

01843 233 500 | www.hornby.com In its 60th anniversary year, Corgi is expanding its action vehicle portfolio to include new diecast models under the iconic Top Gun, Thunderbirds and James Bond brands, as well as launching a limited edition anniversary collection of vehicles. To celebrate 30 years since Top Gun was released, Corgi has added a Top Gun inspired F-14A model to its diecast collection. Boasting authentic details from the aeroplanes from the 80s show, the model is in 1:72 scale and features a wingspan measuring 272mm. The Corgi Top Gun F-14A has been well received, winning a Best New Toy Award in the Hobbies and Vehicles category at Toy Fair earlier this year. Based on the Classic Thunderbirds original series, Corgi’s new range of Thunderbirds models are designed for both long-standing enthusiasts and a new generation of fans. The selection includes International Rescue’s fast action-response vehicles: Thunderbird 1, 2, 3 and 4. Also part of the collection is the distinctive six-wheeled Rolls Royce owned by International Rescue agent Lady Penelope and driven by her trusty chauffeur Parker. The Thunderbird 1 (TB1) and Thunderbird 3 (TB3) crafts are sold as a pair, with TB1 standing over just 9.5cm high with operational swing wings for added authenticity and play value, while Thunderbird 3 stands just over 10.5cm. Thunderbird 2 (TB2) and Thunderbird 4 (TB4) are sold together with TB4 fitting neatly inside a pod concealed within the spring loaded undercarriage of TB2. Driven by the success of the anniversary edition of the company’s iconic Corgi Aston Martin DB5 in 2015, Corgi has introduced a 1:36 scale Corgi James Bond Aston Martin DB10 to the range, which is an exact replica of the car featured in the latest Bond movie, Spectre. A range of limited edition anniversary models have been introduced for 2016 to echo the company’s history and heritage. Each of the 60th anniversary models are presented in exclusive 60th anniversary packaging. New anniversary products from the aviation collection will include The BAE Hawk RAF Red Arrows, Hawker Hurricane Mk.1 and the Supermarine Spitfire Mk.1. These will feature alongside celebrated road vehicles designed to appeal to Corgi fans and collectors alike and include Morris Minor 1000 (in distinctive highway yellow), Ford Escort Mk.1 Mexico (in diamond white), Rover P6 3500 VIP, Classic and New Routemaster London Transport Bus models, and Eddie Stobart Volvo FH Curtainside Trailer.

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MAKING 2016 ‘EPIC’!

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Action vehicles

Character Options 0161 633 9800 | www.character-online.com

Character Options’ Fireman Sam collection continues to drive solid sales at retail, with fans of Pontypandy’s fire-fighting hero eager to recreate his adventures with figures and playsets, not to mention the full collection of diecast vehicles. The addition of the collectible diecast vehicles range has brought together a traditional play pattern with up-to-the-minute characterisation and design, offering adventurous playtime opportunities for fans. Constructed in 1:64 scale and with free-wheeling axles and all the detail that traditional diecast can offer, there are lots of favourites to choose from including Venus, Jupiter, Mercury and Wallaby One and the mountain rescue helicopter; all of which will stand up to robust play or can be collected as part of a treasured assembly. To accompany the vehicles, the Fire Rescue Centre diecast playset can add to any rescue collection. Kids can collect the vehicles and combine them with the playset, while having hours of fun speeding their way around the tracks of the highly detailed Rescue Centre.

Flying Toys 01702 295110 | www.flyingtoys.com The latest Parrot Bebop Drone 2 retains many of the features of the classic Parrot product, including a high definition 14 megapixels fisheye camera, with digital 3-axis video stabilisation to get the clearest shot, plus 8GB of internal storage for photographs and video files. The new Parrot Bebop Drone 2 additionally incorporates a new 2700mAh battery, cleverly built into the streamlined body that provides a continuous flight time of up to 25 minutes, more than doubling the previous duration. The new Parrot Bebop 2 weighs 500 grams, remarkably lightweight for a leisure drone with a professional specification. Capable of improved performance, incorporating four powerful brushless motors fitted with slightly larger propellers to provide additional thrust, the Bebop 2 can climb vertically upwards at 13 mph and fly forward faster at up to 37 mph, allowing the drone to cope with headwinds. Controlled using a smartphone or tablet with a Wi-Fi range of 300 metres, the Bebop Drone 2 can also be piloted using the exclusive new black Parrot Special Edition Skycontroller. Providing a more precise response by using its two conventional control sticks, the piloting device is fixed on a shelf that will accommodate the vast majority of smartphones and tablets available on the market. Designed with safety in mind, the Parrot Bebop Drone 2’s lightweight reinforced structure makes it robust and safe. In case of accidental contact, all four propellers stop automatically, and an emergency mode enables the user to land the drone immediately, whilst a GPS Return Home function brings the Drone back to its take off point easily. Always connected, the Parrot Bebop Drone 2’s photo and video stream can be synchronised in real time with a smartphone or tablet, and shots can be shared on social media. Users can download a free piloting application FreeFlight 3 for controlling the Bebop Drone 2 that is suitable for both iOS and Android smartphones and tablets. The application has been specially developed to offer ease of use and to let the pilot focus on the pleasure of flying, whilst including fun features such as a One Touch Flip.

Flying Gadgets 0844 209 2626 | www.flyinggadgets.com Flying Gadgets has managed to secure licences for the most desirable car marques on its ride-on range. This, in addition to its own IP line of ride-ons plus a partnership with Broon, makes Flying Gadgets one of the most innovative ride-on manufacturers. At entry level there is a trio of slick rides, including the Mercedes SLK and SLS lining up beside the BMW Z4. Each comes with realistic sounds, working headlights and speakers, and allows either the parent or driver full control with the included remote unit. In the mid-tier range is the Flying Gadgets Mercedes AMG GL55. This fully licensed product boasts a 12V battery and therefore packs a little more power to tackle off-pavement terrain. The construction quality is high and the paint finishing is with real car paint for a high quality look. The working horn and both front and reversing lights add to the realistic driving action. Full control on the GL55 can be given to the driver or, with the included remote control unit, parental guidance from up to 50 metres away. Flying Gadgets is proud to be distributing the undisputed premium ride-on brand from Henes in the UK. Both the F830 supercar contender model and the T870 off-roader have a 7” Android tablet dashboard that can be used to play games using the foot pedals as controllers. This touchscreen can be used to control many aspects of the car too. Each ride-on is fitted with leather seats complete with four-point safety belts for complete comfort and safety. The action-packed electric twin engines offer unparalleled 10mph top-end power which, when delivered through the four-wheel drive systems, can take these cars on diversions. The Broon range has state of the art braking systems, gas powered suspension systems and an included Bluetooth controller.

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Tomy 01271 336 155 | www.tomy.co.uk Britains Farm Toys, from Tomy, is the only farm range brand to offer everything required at scale to build a farming scene with machines, implements, animals and buildings, and has been for 94 years. In 2016 Tomy will be investing in a targeted marketing strategy which concentrates on social media engagement, online videos, optimising in-store presence and print advertisements. New model introduction is the key to collectability, and in 2016 Britains has continued to echo full-size new machinery releases with the JCB Fastrac 4220 which has already won Best New Toy in the BHTA’s Vehicle and Agriculture category. Tractors will continue to be a huge focus in 2016 for Britains, which will also launch the Case Optum 300 CVX Tractor. The new model will impress with its big tread tyres, superb interior detail, front weight and working steering wheel. Tomy has split its John Deere range into age category so that each brand now targets specific stages of children’s learning, development and exploration skills. The John Deere ranges now include John Deere 1st Farming Fun, Johnny Tractor and Friends and Monster Treads. Monster Treads, is back and better than ever with a new collection of Rev Rumblers and the RSX Gator RC collection. Monster Treads combines the power of John Deere with popular monster truck styling. Powered by a rev up motor, this tractor will rumble as it moves forward and climb over obstacles with its large bouncy Monster Treads tires. The John Deere range is also set to be supported by a mass-market media campaign which includes videos for key drivers, new lifestyle imagery and parenting PR stories.

Funrise 01908 555 640 | www.funrise.com Tonka has joined the Funrise portfolio once more and the team is taking the range to a new level with a host of tough vehicle options for kids to choose from. High on the agenda will be the launch of the new Tonka Climb-overs, the 4x4 motorised off-road vehicles that can climb over almost anything. There’s a number of playsets to choose from, all of which interconnect using a Click N’ Climb track system to configure countless obstacles. Fans can take the vehicles for an off-road outdoor adventure and watch as they manoeuver through almost anything in their way. The new TV-advertised Climb-over series has many fun sets for kids to get to grips with, such as the Snake Pit Pass and Ripsaw Summit. Also added to the line-up will be a full range of Tonka Metal miniature diecast vehicles with many to collect, which make the perfect entry level purchase and offer all the Tonka quality at a pocket money price. New for spring are the UK Emergency diecast vehicles, including a fire engine, police car and ambulance, which echo the colours and markings of the real life emergency teams. For action on a larger scale, the Tonka Mighty Fleet range is perfect in any pretend crisis. Children can help save anyone at sea with the Tonka Rescue Force Coast Guard Helicopter, which features lights and sounds and spinning chopper blades. The Mighty Fleet Emergency Vehicle Police Car has flashing lights and a siren emulating that of a UK police car, plus the easily recognisable yellow and blue branding. All of the renowned Tonka collections will also be available, including the Tonka Steel and Lights and Sounds series, all of which come with the parental endorsement that has been built over generations.

Anki sales@anki.com | www.anki.com Anki Overdrive is battle-racing at its best, where players control physical supercars via handheld mobile devices to compete against friends, family or artificially intelligent (AI) commanders. The game introduces a modular track system that allows gamers to easily snap together tracks via magnetic connectors to custom-build their own battlefields within seconds. The game features a rich, in-depth campaign where players challenge a diverse cast of 25+ elite commanders to become champion of the Anki Overdrive tournament. New game modes such as Time Trial and King of the Hill expand on the popular Battle and Race modes returning from its 2014 predecessor Anki Drive. In Time Trial, players will find the perfect path to beat the clock, and King of the Hill will see players battle for the crown to see who rules the road by holding the lead position the longest. Players in Anki Overdrive control a variety of highly detailed robotic supercars on tracks they have assembled in their own living room. The supercars are customisable, with hundreds of new virtual weapons, upgrades and special items. AI allows the cars to fully control themselves on the tracks and use diverse strategies to fight to the finish. The game supports up to four players at once, with any combination of human and AI players. Team Play adds even more variety and fun for matchups of experienced and novice players. The six supercars in Anki Overdrive were created by Hollywood car designer Harald Belker, whose graphically bold vision and style has been seen in futuristic vehicles appearing in such films as Minority Report (2002), TRON: Legacy (2010), and Total Recall (2012). His Anki Overdrive creations are packed with a 50MHZ computer and camera that recognises player-built courses mapping tracks at 500 data points per second. There is a variation of Starter Kit content and expansion sets available, such as the Starter Kit which contains two robotic supercars, four straight track pieces, six 90 degree curved pieces, two riser pieces, one four-car charger and one tire cleaning kit. Anki Overdrive will launch its five-week Easter marketing campaign on 15th March. The new campaign includes TV advertising on key stations (CITV, Cartoon Network, Disney XD and Nickelodeon), plus a digital campaign utilising the power of YouTube, Facebook, Roblox, and Popjam, to name a few.

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DRIVE MORE. CHARGE LESS.

Charge ahead and maximise your time behind the wheel with the Losi® 1/24-Scale Rally-X and SCTE. Thanks to the innovative new Dynamite® HyperCharge™ system these power-packed micros recharge in minutes, not hours. That means you’ll get more time to spend pushing the limitations of a ballistic 7915Kv brushless motor and equally impressive 4WD while your competition waits to reach full charge. This is big time innovation on the small scale; this is Losi. Micro Rally-X LOS00002

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Losi products are available from all good modelshops. For details of your nearest dealer look on our website horizonhobby.co.uk, contact us by telephone: 44(0)1279 641097, or by email: sales@horizonhobby.co.uk. ©2015 Horizon Hobby, LLC. Losi, HyperCharge, Dynamite and the Horizon Hobby logo are trademarks or registered trademarks of Horizon Hobby, LLC. 45832

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Action vehicles

Golden Bear 01952 608 308 | www.goldenbeartoys.com

Horizon Hobby

01279 636 353 | www.horizonhobby.co.uk The leading RC company is unique in the toy industry in that it designs and produces its own products and brands whilst also specialising in distributing and importing its own technology. Already a standout company in the hobby sector for the past few decades, Horizon Hobby has entered the toy industry with its broad range of technologically advanced and accessible products. Keeping on top of trends, the company releases two to four new products a week, and reveals new marketing plans every Thursday. It also keeps all social media channels up to date, ensuring the best possible outreach. Carrying over 24,000 lines of RC product from micro quads to petrol cars and drones, the company works with many licensors, including big companies such as BMW, Audi and Red Bull, which refuse to work with anyone else in the market. Its dedicated customer service team also means that if a consumer has a problem with a part, they can contact the company direct rather than the large variety of retailers it works with. Horizon Hobby uses the same technology in its toy products as in its hobby models. The tech has been reverse engineered so that children can easily access the products and experience few crashes along the way. Its toy products also have an educational factor, whereby kids can open all the cars up to see the mechanics, as well as encouraging them to get out and about. The company has already celebrated success this year, as it took first place at Spielwarenmesse with its Hobbyzone Sport Cub Safe, a range of model aeroplanes in the teenager and family category for kids aged 11 and upwards. The products in the range are easy to use at entry level and come in a variety of sizes, designs and prices. Current standout products include the Vortex range, such as the Blade Vortex 250 Pro BNF Basic and the Vortex Crash Kit. The company also offers a splash of fun, with its vast range of RC boats. These range from the React 9 Self-Righting Brushed Deep-V RTR, which comes with everything needed included in the box, to the Impulse 31â&#x20AC;? Deep-V V3 Brushless boat which is capable of reaching speeds of 45+mph, and is designed to be competition ready out of the box. The company is currently working with over 400 hobby retailers in the UK and is expecting to build a similar number of toy accounts.

The My First JCB range from Golden Bear is a colourful and durable pre-school construction vehicle range based on real life JCB vehicles. Also new for 2016, the Stacking Stanley Mega Truck is the largest in the Big Wheeler range at 44cm long. The super-sized truck features six wheels and a pivoting chassis, and includes five different shaped blocks ideal for learning about shapes and numbers. For more outdoor challenges, the Big Wheeler range also includes Joey JCB, Doug Dumptruck and Freddie Fastrack. These push along toys enable kids to create their own JCB adventures. Each character vehicle features chunky wheels and different tools, ideal for outdoor or indoor play.

Mondo

01706 751 155 | www.mondomotors.org Mondo had an excellent start to the year with the toy fair season, with international success at Hong Kong with new releases, as well as European success at Nuremberg. Drones have been the biggest new category for Mondo, with the biggest sales coming from retailers with catalogues such as Argos. The drones come in a variety of size, shape, ability and price. Mondo entered into the drones category about two years ago to test the waters, and has since dived further in throughout the last year. Unveiled at Hong Kong, the Ultra Drone X6.0 Ball, which can rotate, fly and even climb up walls, was very well received at the fair. Other products in the range include the Ultra Drone X19.0 Shooting and Basket, and the Ultra Drone X31.0 Explorers Camera with Wi-Fi. For 2016, Mondo predicts that the Avion Mondo Ultra Drone A38.0 fighter will do particularly well, as it is a new design and is easier to fly than some of the more complex drones. Hot Wheels is a successful licence for Mondo and will be stabilised this year for the company to focus on other things. Mondo has also picked up the licence for McLaren, and has just started on the shipping process, with two different products in the range. For 2016, the company will be expanding its Mondo Motors range of vehicles with rechargeable batteries. The Mercedes range, the Audi range and the Porsche range among others will see a relaunch to promote the new additions, and to emphasise the fact that it will save on money in the long run, as users wonâ&#x20AC;&#x2122;t have to buy endless packets of batteries. Overall, Mondo has had a successful year for its vehicle, RC and drone categories, and wishes to bring forward and put emphasis on more of its developing RC products.

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Action vehicles

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Air Hogs’ new 360 Hoverblade is the ideal RC toy to take to the skies, both indoors and outdoors. Users can throw the 360 Hoverblade and watch it come right back to their hands, or can make it hover in mid-air. Fans can use the simple control slider to increase power and watch it spin up, as the propeller in its wing is the key to its control. It can be launched from the ground or the user’s hand. The Air Hogs 360 Hoverblade will be TV advertised over Easter. Batman fans can now hit the streets of Gotham City in the Batman V Superman official movie replica RC Batmobile. With brushed metal detail and responsive linkage steering, this authentic replica bursts off the screen and is true to the action-packed scenes from Batman V Superman. Front-mounted LEDs track where the Batmobile is headed, and rear LEDs burst into action whenever the user hits the throttle. 2.4GHz Remote Control allows the user to control over a long-distance range indoors and outdoors, and the RC Batmobile gives fast agile handling and a speedy performance.

Magformers

01582 545 330 | www.magformers.co.uk Magformers has action vehicles right at the heart of its extensive 2016 range. Attending the Toy Fair at Olympia for the first time, Magformers recently showcased over 30 unique boxed sets which allow children to make any combination of magnetically connected vehicles. These sets range from the current My First Buggy set for pre-schoolers, up to the new Super S.T.E.A.M set for older children, which comes complete with remote controls, compressed air tanks and pistons to drive digger arms, cranes and train engines. These sets are expected to be available in the UK later this year. With Magformers, all genres of action vehicles are catered for in a huge collection. There are mini tanks and other desert vehicles, caterpillar track-driven construction vehicles, moon buggies, locomotives, fire engines and other emergency vehicles, earthmovers, snow ploughs, helicopters and more. In the UK, the most popular Magformers boxed set to date has been the Wow set, which forms part of the company’s 11-strong vehicle line. Containing 16 unique Magformers pieces, children can follow up to 20 recommended vehicle builds. Elsewhere in the vehicle line, the RC Cruiser set is also proving to be a big hit with retailers. This set has 52 magnetic pieces, including all the basic elements such as triangles and squares, but also has exciting additional shapes such as minirectangles, super-rectangles, sectors, supersectors, arches and super-arches. Remote control wheels add motion to an infinite number of cars and vehicles with which kids can have hours of fun driving them around the house. The Vehicle and XL Cruiser set lines are completely made up of vehicle sets, but wheels are included in many other sets in the Deluxe, My First, Creator and Hi Tech lines. This makes Magformers a versatile option for retailers who want to expand both the construction and vehicle offering to children of all ages and with a wide range of interests. Developed in Korea and owned by Gymworld, Magformers’ magnetic construction sets foster brain development through fun and education. Every set contains various pieces in simple geometric shapes like triangles, squares and rhomboids which connect easily using the power of the built-in neodymium magnets. The magnets are encapsulated within all the edge surfaces of each Magformers piece, but can rotate to any direction. Therefore, the pieces always connect to each other regardless of their position when two Magformers are brought together.

Vivid Imaginations 01483 499 944 | www.vividimaginations.co.uk Real FX is next generation slotless racing which provides a realistic driving experience in RC cars, with over 40 track layouts. Each car is fitted with infrared Opto sensors which read the track at 200 times per second. This artificial intelligence means a second car can drive around the track by itself and create competition. Players can overtake opponents and deal with track hazards in this racing system, from tyre blowouts to oil spills. Thunderbirds Are Go continues to go from strength to strength, and 2016 sees the introduction of new categories with more vehicles and characters. New in the range are the diecast vehicles that feature all the iconic Thunderbird crafts, as well as FAB 1 and Thunderbird Shadow. A diecast multipack consisting of TB1, TB2 and TB3 is also available. 2016 also sees the introduction of more vehicles with sounds. The new Thunderbird S with sounds is ideal for covert missions and even comes complete with a drop down shadow bike. FAB 1 is also available, and this slick pink car also comes with retractable wings. Fans can also add Thunderbird 5 to their collection later this year when it launches in A/W. Thunderbirds will be supported by an integrated 360 marketing campaign across TV, digital and PR throughout the year.

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Action vehicles

Revell 0845 459 0747 | www.revell.com

GP Flair 0208 643 0320 | sales@flairplc.co.uk

New drone releases this spring include the Steady Quad Cam with an automatic height setting function, which allows the user to focus on their manoeuvring skills, and an on-board camera for steady high definition pictures and videos. The Pure is ideal for beginners, with a height setting function and crash-proof frame and the Nano Quad Cam is the latest evolution of the award-winning Nano Quad, featuring an on-board camera. More drones are planned for later this year, including the Navigator GPS Quadcopter FPV with a Return to Home and Follow Me function. Also in the line-up is the Quadcopter Quadrotox, available either as a standard sports quad or as an FPV version. The current range of drones caters for all, from the mid-size Quadcopter Funtic for beginners, with three speed levels and protective guards, to the Quadcopter BackFlip 3D for advanced pilots, with a 180° function to fly upside down. The multi award-winning first person view drone, the Wi-Fi Quadcopter X-Spy 2.0, is upgraded and comes equipped with a camera to instantly stream video or pictures to the user’s Smartphone via Wi-Fi. The Multicopter Nano Hex is ideal for beginners and indoor flying, with a 6-axis gyro for smooth and stable flight, and the multi award-winning 2.4GHz Nano Quad is tiny, yet its GHz technology matches the quality of larger models.

Ferrari Play and Go is a range of chunky pre-school vehicles, playsets and RC toys. The Ferrari Play and Go F2012 Remote Control Car features an infrared steering wheel-shaped controller, with easy to hold handles on the side. The colourful Ferrari moves backwards and forwards, featuring real moving Pirelli P Zero wheels, a front and rear spoiler, a personal driver and sponsorship to complete the racing experience. Also amongst the collection is the Ferrari Lights and Sounds Berlinetta, introducing the street car to the youngest of fanatics. For mini speed machines, The Ferrari Play and Go Parking Playsets include two Ferrari soft cars and a two-storey garage to create the ultimate stop and go pit stop. The new Teenage Mutant Ninja Turtles collection has plenty of action vehicles to choose from. The 3rd June will see the release date for the blockbuster sequel, Teenage Mutant Ninja Turtles 2: Out of The Shadows, and with it will come the new Tartaruga Tactical Truck. This vehicle includes a Leonardo figure and is packed with tons of features including a net shooting missile fire launcher, shooting disks, forklift feature and rolling nun chucks. Added to this is the Movie Vehicle and Figure assortment with Leo, Bepop and Rocksteady, all sitting astride motorcycles. Each vehicle is packed with special features, comes equipped with the character’s signature weapons and is compatible with other Out of the Shadows playsets and figures.

Hasbro 0208 569 1234 | www.hasbro.co.uk

HTi 01253 775 684 | www.htigroup.co.uk Teamsterz, HTi’s own diecast vehicle range available worldwide, combines sharp price points and quality manufacturing to deliver high levels of detail and play value across diecast vehicles, playsets and track sets. Following the launch of six new 1:64 scaled vehicle packs for SS16, a further eight new diecast designs and vehicle types will speed into the range from AW16 to keep the line-up fresh. With high quality diecast body shells, free moving wheels and printed graphic details, the vehicles include the Coupé, Truck, Grand Tourer, Hot Rod, 4x4, Hot Hatch, AllTerrain Buggy and Racing Car. The vehicles will be available as single, double, five and 10 packs. Also new to the Teamsterz 2016 starting grid are a number of new track sets, playsets and car transporter carry cases, all supplied with cars. A collection of Teamsterz pocket money priced vehicles also supports the range.

Star Wars fans can assemble their own fleet of Star Wars: The Black Series Titanium premium vehicles based on the latest movie, Star Wars: The Force Awakens, as well as the classic films. These collectible vehicles include the Millennium Falcon, Kylo Ren’s Command Shuttle, X-Wing, Darth Vader’s Tie Advanced, First Order Special Forces Tie Fighter, Star Destroyer Finalizer, Rey’s Speeder Bike (Jakku), Luke’s Landspeeder and more. Each pack includes one vehicle and one collector stand, and are each sold separately. Each Transformers: Robots in Disguise Three-Step Changers figure features a character from the animated series in a larger size with a fluid conversion. Kids can convert each figure in three steps. Characters include Bumblebee and Grimlock, and are each sold separately. The action can now be taken to any mobile device. Fans can download the Transformers: Robots in Disguise app, then scan the shield to unlock a character or weapons or more. Each Transformers: Robots in Disguise Warriors figure features a character from the animated series. Warrior figures feature classic puzzle play for fans that want the traditional Transformers experience. These detailed figures are ideal for collectors and kids as they convert from robot to vehicle in 10 steps or less and come with a unique weapon accessory. High articulation means more action play, as fans can pose their figures and play out their favourite battles from the new animated series with Grimlock, Bumblebee, Steeljaw and Strongarm, each sold separately.

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Action vehicles

Mattel

01628 500 111 | www.mattel.com

DGET

In 2016, Mattel will be showcasing a strong line-up of some of the best-known worldclass diecast brands, including Hot Wheels and Disney Pixar’s Cars. Hot Wheels continues to lead the diecast market as it retains its number one position in the Vehicle Super category and accelerates into 2016 with an impactful multi-platform brand campaign. The brand is set to have an action-packed year as it empowers children by challenging them to go even bigger, faster and higher with Hot Wheels through 150 videos across YouTube and a range of marketing activations. The My Epic Collection collector programme kick-starts the year by encouraging children to collect five Hot Wheels cars in order to obtain a limited edition gold car. Later this year, Hot Wheels will launch its AW16 My Epic Track programme, encouraging boys to create imaginative track configurations and share them online, bringing the cars to life. An extensive marketing campaign will support the brand with TV, online and digital activity plus competitions and reviews with children’s and parental media. The new TV advertised Split Speeders diecast range launches this spring, enabling children to create their own vehicle mash-ups from racers to creatures and battlers. Other key lines include the Hot Wheels Star Wars range which enables fans to reenact their favourite scenes from the films. This year will also see some diecast collaborations including BMW, Super Mario, Gran Turismo, Ghostbusters, Marvel and DC Comics. Popular evergreen property, Disney Pixar’s Cars, continues to race to new levels and SS16 will see the launch of the Carbon Racers Diecast Assortment, so little racers can race at the Nurbergring track. SS16 will also see the launch of the Rio race inspired Carnival Diecast Assortment and continuation of the classic Character Diecast Assortment.

Feature

Services & Suppliers

Safety testing Toy World spoke to two of the leading testing houses - Eurofins and High Street Textile Testing Services - about the services they offer toy suppliers and the latest safety regulations which toy companies should be aware of.

Eurofins

0161 868 7600 | www.eurofins.co.uk/product-testing Eurofins Product Testing is part of a global network of laboratories with annual sales of over $1bn and 17,000 employees across 200 sites in 36 countries. The company works hard to balance this global facility with the need to work individually with its customers and tailor its offering to each customer’s needs. The company prides itself on the fact that its business is setup, so that customers can always talk to someone technical with their queries. Eurofins partners with its customers so that it can be an extension of their quality departments, to aid them in all their testing and legislation queries. Eurofins’ consultancy service is key to this approach. With Eurofins’ background in the scientific sectors, it is ideally placed to offer assistance on the chemical parts of the toy safety directive. In the ever-evolving world of chemical legislation, it provides an unparalleled range of testing and support services in both Europe and China. The company also has specialist facilities for the microbiological testing of toys which is required for toys containing water. Testing to the toy directive and the related legislation can be an expensive process. Eurofins works with its customers to evaluate their products and minimise analytical testing costs on the basis of a Bill of Materials/Bill of Substances. The team discusses the options with their clients, giving them the pros and cons of different ways of working. In addition, Eurofins works with other product areas such as craft items, cosmetics, chemicals and food contact items. It can therefore offer advice not only on these categories, but on the overlap or grey areas between toys and other goods. Its experts have a wealth of experience to draw from, with retail and manufacturing experience, as well as many years within the laboratory testing world. Impending toy legislation changes Mechanical & Physical properties currently has three drafts that are being worked on. A3, which is likely to be released first, has already been available as a draft for public comment. The deadline for comments has now closed and

Eurofins is awaiting the responses. This particular amendment mainly details clarifications on test methods, rather than introducing new safety requirements. Other amendments that are further down the line in terms of release are A1, related to Cords and Drawstrings and A2, related to Projectiles. A major revision of Migration of Certain Elements has been planned with financial assistance from the European commission. However, three calls to tender were issued in order to get the relevant participants needed to do the revision work necessary. This is likely to be a long term re-work of the standard. There have also been several new chemical requirements that are relevant to toys that took effect as from December last year. There are those that have been restricted through the toys directive directly. These restrict the chemicals that can be used for toys intended for children under 36 months or other toys intended to be put in the mouth. These chemicals are Bisphenol A and the flame-retardants TCEP, TCPP and TDCP. In addition Polycyclic aromatic hydrocarbons are restricted on new items on the market under REACH. Requirements are given both for Toys 0.5 mg/kg and Other Consumer Items 1.0 mg/kg. Eurofins also has some further chemical requirements that will be restricted under the toys directive as from May 2017. These are Formamide, 1,2-b enzisothiazol-3(2H)-one (BIT), Reaction mass of: 5-chloro-2- methyl4-isothiazolin-3-one (CMI) and 2-methyl-2H -isothiazol-3-one (MI) (3:1), 5-Chloro-2methyl-isothiazol-3(2H)-one (CMI) and 2-methylisothiazol-3(2H)-one) (MI). Formamide has been restricted by France on

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foam mats since 2011. The chemical is classified as toxic to reproduction. Although there is an overriding restriction within the toy directive related to chemicals that are classified as toxic to reproduction, there is a defined content by which the amount used is not considered an issue, this is currently 0.3% (3,000 mg/kg). This is considered to not provide adequate protection for the children concerned. There are two requirements in the new legislation, firstly a content test with a limit of 200 mg/kg. If a product has a greater content than this, it may also be put on the market if the emissions are below 20µg/m3 when tested after a 28 day emissions protocol. The other chemicals on this list are preservatives often used within water based toys such as paints, glues and bubbles, all within a group known as isothiazolinones. Dermatologists have seen a recent increase in the incidents of skin allergies related to these chemicals, and their use within cosmetics products has been tightened to only being allowed in rinse-off products. It is thought that these preservatives have been used in greater quantities in the last years, due to the concerns raised related to parabens. Eurofins can assist with chemical reviews of formulations of risk products to assist in the compliance procedure.

For all your Toy Testing needs:  Advice and Consultancy  Accredited Testing to European, US ASTM / CPSIA and China – GB standards  Specialists in chemical testing and requirements  EC Type Examinations Your industry is our focus

Contact: Judith Russell Tel: 0161 868 7600 Email: toys@eurofins.co.uk www.eurofins.co.uk/product-testing

MODERN TESTING SERVICES

Your Reliable Partner in Toy Safety! MTS (Global) incorporating HSTTS, offers clients an extended range of services for the consumer product sector with offices and laboratories around the globe. We are an EU Appointed Notified Body under the Toy Safety Directive 2009/48/EC, ISO 17025 accredited testing laboratory, ISO 17020 Inspection Body and CSPC Accepted Testing Laboratory

We have a wide range of toy testing capabilities: • Mechanical & physical test

• Flammability test

• Chemical test

- Impact test - Drop test - Torque test - Tip over test - Tension test - Compression test - Flexure test - Magnet use & abuse test - etc...

- BRC EN71-2 Code of Practice

- Phthalate - Total lead content - Total cadmium - PAH - Bisphenol A - Flame retardants - Soluble element migration - SVHC - etc...

• Cleanliness of stuffing material • Battery-operated toy safety test • Microbiological test • Toxic risk assessment

We provide accredited toy testing to the following standards: • European (EN71, REACH, 2009/48/EC, etc…) • USA (ASTM, CFR, CPSIA, FDA, etc…) • Canada (CCPSA) 118 Lupton Avenue, Leeds, West Yorkshire, UK LS9 6ED Tel: +44 (0)113 248 8830 Email: info@hstts.co.uk / info@mts-uk.co.uk Website: www.hstts.co.uk / www.mts-global.com

Your Quality Assurance Solution

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Hong Kong

Germany

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Shanghai

Turkey

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Dongguan

Cambodia

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Qingdao

Vietnam

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Korea

India •

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Bangladesh

Pakistan

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Taiwan

Indonesia •

Thailand

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Services & Suppliers

High Street Textile Testing Services 01132 488 830 | www.hstts.co.uk

Modern Testing Services (MTS UK) is a world class independent provider of technical services to the retail, supplier and manufacturing communities of consumer products. The company has laboratories and offices in 20 countries worldwide offering a full range of services including Softlines, Hardlines, Footwear, Toys and Chemical Testing. In 2010 MTS Global made its UK market entry, acquiring industry respected former Northern Testhouse. MTS UK subsequently became an ISO 17020 accredited Inspection Body. Over the last two years, MTS UK has invested in the development of analytical services to support clients in dealing with global concerns on restricted substances and has recently built a new state-of-the-art analytical laboratory. High Street Textile Testing Services (HSTTS) is an industry respected textile testing laboratory, located on the same site as MTS UK, becoming part of MTS Global in August 2014. HSTTS was founded as an independent laboratory in 1994 and has grown to be the second largest softlines laboratory in the UK. MTS is committed to assisting its clients by delivering accurate, efficient and cost effective testing and technical support. The company’s technical team is active within all appropriate British, European and International Standards committees responsible for the development of relevant safety standards used in assessing product safety, as well as within relevant Government advisory committees and trade associations. By understanding quality and safety as an ongoing process, MTS can help companies take proactive steps to protect their reputation, customers and products. The company’s approach allows clients to balance risks with costs and to select the best solutions for their needs. MTS has product and process expertise across a wide range of toy segments with associated services such as; Design Evaluation; EU type examination; Risk assessment services; Physical; Electrical; Chemical; Food Contact; Microbiological; Ingredient Review; Toxicological Risk Assessment; Cosmetic Labeling and Ingredient Review; Chemical Safety Assessment; California Proposition 65; Age Grading Evaluation; Inspection; Factory Evaluation; Pre-Production

Inspection; During Production Inspection; Final Random Inspection and Loading Supervision. Recent regulatory updates EU • Flammability of toy dress-up costumes – BRC voluntary code of practice published • Annex C EU Toy Safety Directive amended – applying specific limit values with respect to Formamide and Isothiazolinone Preservatives. Restriction will apply from 24th May 2017 • EN71-5 Chemical toys (sets) other than experimental sets, revised version published US • Draft final rule exempting wood in toys from 3rd party heavy metal testing – submitted to CPSC Further highlighting the company’s commitment to innovation and support, HSTTS/MTS took a lead role as part of

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the development of the British Retail Consortium (BRC) Code of Practice on flammability of dress-up costumes. The new Code was developed following several months of investigation by BRC members following an incident at Halloween in 2014 which resulted in a high level of media interest in the safety of dress-up costumes. MTS UK/HSTTS is also proud to announce the launch of manikin based testing of whole dress-up costumes. HSTTS opted to develop a relatively low-cost metal manikin to permit the burning behaviour and interaction of the whole costume design to be evaluated rather than testing individual component materials. This unique test evaluates the threedimensional burning behaviour of dress-up costumes, simulating how the dress-up costume is likely to burn when worn on the body. The metal manikin can be adjusted to cater for different ages of wearer. A test flame (identical to that used in EN71-2) is applied to the costume at each location which is assessed as representing a potential high risk locale for accidental ignition.

Feature

Toy Fair season reviews

Top marks for the Spielwarenmesse Publisher John Baulch reports from the Nuremberg Toy Fair.

uremberg is always a phenomenally well- attended event and the statistics unveiled after this year’s show reinforce just how pivotal it remains for the global toy community. A total of 71,000 trade visitors from 125 countries visited the show, a modest increase on last year’s figure of 70,084. The show organiser believes that almost a third of this number - around 20,000 visitors – do not visit any other toy show. There was an increase in the number of visitors from Asia, America and Africa, although many European countries, including the UK, Italy and the Netherlands, also scored highly. The length of stay of foreign visitors remained constant at an average of 2.5 days, while the number of German attendees also matched previous years, proving that the show remains enduringly popular with both international and domestic visitors. To illustrate just how international the Nuremberg clientele remains, one exhibitor told me that his Saturday appointment schedule consisted of retailers from Hungary, Belarus, Iceland, Mauritius, India and Madagascar. A total of 2,851 companies representing 67 countries exhibited at this year’s show, and as many as 800 of these companies do not exhibit at any other global toy fair. Up to 1 million products are estimated to be on show, while around 75,000 brand new products were unveiled at the event. The twelve national pavilions featured more than 250 exhibitors, offering visitors the opportunity to view and compare toys from every major global production hub. Inevitably, the Best of China pavilion showcased the largest international offering in Hall 11.0, with the exhibition space having been increased to 1,502m² in 2016. The UK and Hong Kong pavilions followed in second and third places. According to the organisers of the Spielwarenmesse, exhibitors also welcomed the growing number of orders placed at the show, which hit record figures in all surveys conducted during the event. 78.8 per cent of the visitors and 83.1 per cent of the exhibitors were said to be extremely satisfied with the event, while 91 per cent of exhibitors and 81.2 per cent of buyers confirmed that they are planning to attend again next year. As ever, there was a strong UK presence at the show, largely unaffected by the proximity

of dates to the London Toy Fair. Stuart Whitehill, organiser of the UK pavilion, commented: “The Spielwarenmesse never fails to deliver. Once again the UK pavilion was a hive of activity, with its wonderful mixture of companies and products. Old favourites such as Casdon and Maps Toys were joined for the first time by companies such as Phoenix Sporting Goods and Wicked Vision. It seemed that the only issue with the proximity of the London Toy Fair was that a few people missed the first day of Nuremberg. At the close of the show the entire group was delighted with the results and, as usual, commented on the global interest that the show continues to deliver. Many are there to meet existing customers, but all remain impressed with the level of new business that the show generates. Plans for 2017 are already underway and yet again the request for more space for the UK pavilion has been sent to Spielwarenmesse eG. Squeezing 38 companies on to an area of almost 600sqm is an annual challenge and often the lack of space does disappoint. However, we will continue to offer what help and support we can at the show and try to make the UK exhibitors presence on the pavilion a rewarding and enjoyable experience.” The British toy community will no doubt be heartened to hear that Nuremberg has published its dates for the next four years and there is no discernible clash with the UK Toy Fair, so we thankfully return to the previous configuration of dates for 2017 and beyond, with a gap of six days between the two shows. The TrendGallery has developed into a popular initiative, with this year’s key trends identified as Train Your Brain (mental gymnastics for children), Everyday Hero (playful everyday heroes) and Design to Play (toys as a design object). The big story of the week was the launch of the new Barbie Fashionistas line, which fuelled massive media interest and coverage across the

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globe. The new range took two years to design, and the finished result reflects the care and attention that has clearly been lavished on it. The launch certainly put Barbie back in the media spotlight, which was surely a key element of the strategy. But the acid test is whether the new dolls will sell; having seen them in the flesh (so to speak), I am inclined to suggest they will be a success. As the Fair drew to a close, Ernst Kick, chief executive officer of Spielwarenmesse eG, commented: “For us, it was one of the best toy fairs ever, because the quality and quantity were just right. We look forward to more of the same next year.” The Spielwarenmesse will take place from 1 to 6 February 2017.

Life in the Big Apple

Publisher John Baulch reports from the New York Toy Fair

fter enduring arctic conditions during last year’s New York Toy Fair, the unseasonably mild winter which the city had been experiencing boded well for this year’s event. Unfortunately, just as our trip approached, temperatures plummeted to sub-zero levels and for the second year in a row, it was face-meltingly freezing. However, Biblical rain on one day aside, the elements were otherwise relatively kind, with minimal snow to disrupt proceedings before or during the event. As far as the show itself goes, it continues to build good momentum. It remains predominantly a domestic-facing event, but international participation appears to be growing each year – partly through international companies wanting to crack the American market, and partly through companies seeking American products to distribute or retail across the globe. The latter opportunity is one which the show organiser, the Toy Industry Association (TIA), is keen to foster, acknowledging that the majority of its members can grow their businesses through international expansion. The former opportunity remains slightly more complicated. Whilst the American market is the world’s largest (with 350 million consumers to aim for) and therefore the holy grail for most international companies, it is undeniably a difficult market to enter from outside. The retail landscape is fragmented, with trends often differing by region. Retailers can be successful in some parts of the country and have limited presence in other areas. With toy retail profit margins across the board – from mass market to specialty - coming under pressure from the growth of online traders, it isn’t always easy for overseas companies to deliver an economically viable proposition to American bricks and mortar retailers, especially with the logistics challenges caused by the sheer size of the territory. It’s encouraging to see the larger American toy companies returning to the event: Mattel, Hasbro, Lego, Jakks Pacific and MGA all had a presence on the show floor, although one suspects this has as much to do with the desire to showcase new ranges to the media and financial communities as to meet retail buyers. But as the media and financial communities play such a pivotal role in the fortunes of the major players in the US toy market, they have clearly deemed it worthwhile investing in a presence at the show. Furthermore, it is the very fact that New York is the home of the media and financial communities which means the show will remain in the City, rather than heading off to warmer climes such as Florida or Las Vegas. Visiting journalists were told that this was the largest New York Toy Fair ever, with every inch of space available at the Javits Centre being taken up by the 1500 exhibitors, a figure which includes

300 brand new companies. Indeed, a space freeze was in operation for existing exhibitors this year, a decision taken by the TIA in order to give smaller toy companies a chance to get in front of the retail community. You have to admire the passion and enthusiasm of these brand new start-ups, and one hopes that some will go on to establish themselves in the toy market over the coming years. The good news for existing and potential new exhibitors is that a massive construction project will see one million square feet of space being added to the Javits Centre over the coming years. The project is due to start next year, with an estimated completion date of 2020. The finished extension will also incorporate the largest ballroom in the Eastern part of the USA, which will give the TIA the opportunity to host future TOTY Awards ceremonies and other events at the venue. Quite how the TIA will choose to utilise the

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additional exhibition space will be interesting to monitor. This year saw the debut of Play Fair, a completely separate event aimed at consumers, which ran concurrently alongside the Toy Fair. Judging by the huge queues, attendance was very strong and, based on this initial test run, it seems that there is an appetite amongst consumers for such an event. Indeed, the TIA has openly stated that it wants to be more consumer-oriented going forward, with initiatives such as the Genius of Play (based on the BTHA’s Time to Play campaign), another focus for the association. There is already talk of a further Play Fair event to be held at Javits in the run-up to Christmas, while taking the event to other cities on the West Coast and in the South is also being actively discussed. For now, in its 100th year, the TIA – and indeed the American toy market as a whole – is in good shape. The New York Toy Fair reflected that admirably.

Allegedly

The news that the second Star Wars movie has been postponed from May 2017 to December has received a less than enthusiastic – if resigned – reaction. Truth is that two years to make a movie of this scale was always ambitious, even for Disney. Now it has seen that the December launch of the first movie has hampered neither Box Office takings nor merchandise sales, Disney can move the second movie to December with confidence, with the added bonus that it is likely to be less of a threat to other mid-year Marvel or Pixar movies. It’s unlikely that retailers or licensees will be especially thrilled with another late window of opportunity, but clearly they won’t have any say in the matter. However, reverting to a December launch date will see Disney and its licensees face the same challenge they arguably failed to overcome this time round: how to release the right product into the market at the right time. An early release date for product conflicts massively with Disney’s desire to protect the plot line of the film: this time round, that dilemma has apparently resulted in product featuring characters that played little or no part in the movie clogging the pegs of toy stores around the world, while consumers bemoan the lack of product featuring lead female character Rey and, to a lesser degree, BB8…. On the subject of Star Wars, it seems that while the volume of product shifted was huge, the precise pattern of sales didn’t quite pan out as anticipated. It seems that after the initial burst of collector- driven activity immediately after Force Friday in September, sales went extremely quiet for several months, which made licensees twitchy, while some retailers were apparently even considering placing cancellations (an unthinkable scenario you might have assumed). But a week before the movie was launched, sales went into overdrive, and all was well. Expect that pattern to have an effect on retailer’s stocking plans for future movies. Oh, and those consumer stories that have been doing the rounds about the female character Rey not being added to certain products so as not to spoil the plot... let’s just say that explanation may not tell the entire tale. If the rumours are true, the huge American retailer that allegedly asked a while back for Rey to be removed from a particular product assortment because they thought it wouldn’t sell must be feeling pretty sheepish at the moment…. Asda has announced a major restructure involving a raft of redundancies at both head office and store level, a move it says is necessary to enable it to remain competitive in the cut-throat grocery sector. No news yet on any potential casualties from the toy buying team, but hopefully it will emerge unscathed…. A reshuffle in the Hamleys buying team has seen the departure of Laura Olver, who has been replaced on an interim basis by Sarah Strangeway….

Daniel Ashton, the owner of Trod (Buy for Less) is facing extradition to America, where he could face a jail sentence and a fine of up to $100m, following FBI raids into price-fixing charges involving sales to American customers on the Amazon website. Admittedly the company is no stranger to controversy, but this turn of events does seem a little extreme. We’ll bring you more news as and when we can, but for anyone asking, Allegedly is reliably informed that Toymaster is completely unaffected by this development…. It came as little surprise that Toys R Us Ireland called in the receivers after less than six months in business. In fairness, taking on Smyths in their own backyard was always an ambitious task – some might even say foolhardy. The speed with which the venture failed reflects the scale of the challenge they faced. Hopefully there won’t be too much of a knock-on effect on the Toys R Us UK operation, especially as the US company enjoyed a reasonably strong Christmas and was looking to restructure its debts on the back of this positive news. The biggest concern this side of the Atlantic perhaps revolves around credit insurance: it wasn’t easy to get cover on Toys R Us before this turn of events, so the supplier community is bracing itself for insurers to be even more wary in the short term…. There are whispers in the trade which suggest that the B & M Bargains / Pie Face saga is far from over. If the rumours are accurate, you aren’t likely to see any Hasbro product on B & M shelves in the foreseeable future (other than presumably the stock that was supplied before the controversial incident), and even that may not be the end of the matter. Watch this space…. This month’s award for ‘not thinking it through’ goes to Boots president Simon Roberts, who issued a statement after announcing 350 redundancies which blithely started with the phrase: “Everything we do at Boots is about helping people feel good.” Well, perhaps not everything, eh Simon? It was perhaps the mildest Nuremberg I have ever attended: my scarf and gloves never made it out of the suitcase, and I didn’t even need a coat until night time. I’ve often wondered how far I walk at the Spielwarenmesse, so thanks to someone who told me that I didn’t need to buy a Fitbit as my iphone has a built-in app, I can now confirm that I walked a grand total of 55,460 steps in my three days at the show – or 24 miles in old money. Comparing this with someone from the retail fraternity, he told me that he was averaging around 15,000 steps a day and when one of his buyers told him he had completed 22,000 steps the day before, he replied that he was either not having enough meetings or had planned his schedule badly….poor bloke, sounds like he couldn’t win!

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05/02/2016

10:26

Wake up to the future of retail logistics

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Thank you! Thank you to everyone who came to see us at London and Nuremberg! Here are our stars of the show! Top Gun F-14A

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