Toyworld nov 2015

November 2015 volume 5 issue 3

November 2015 volume 5 issue 3

The business magazine with a passion for toys

toyworld

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The Team...

CONTENTS November 2015 volume 5 issue 3

John Baulch

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

Emily Ansell Elfer

Deputy Editor emily@toyworldmag.co.uk 01442 502 407

Mark Austin

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

24 Company Profile: Horizon Hobby

23 Brand Profile: Teletubbies

News

Opinion

Features

07 From the Publisher

22 NPD column

23 Brand Profile: Teletubbies

08 News

27 Talking Shop

24 Company Profile: Horizon

16 Industry Moves

34 Lutz Muller

18 Marketing World

52 Viewpoint

20 Licensing World

54 Touching Base

Hobby

30 Magic and make-believe 36 Outdoor toys 53 Brand Profile: Entertainer and

74 Allegedly

Nickelodeon partnership

56 Quarter One ranges 68 Book Week Graeme Thomas

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

72 Toy Industry Association interview

Contributors

David Ripley | Richard Gottlieb | Mark Buschhaus | Stephen Barnes | The NPD Group

Anita Baulch

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

Clarabel Jones

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

Jonika Kinchin

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

36 Outdoor toys

30 Magic and make-believe

toyworld The business magazine with a passion for toys

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A from the publisher

John Baulch - @Baulchtweet

nd so we arrive at the business end of the year. The next seven weeks will hopefully put the seal on a second positive year in a row for the UK toy market. The early signs are encouraging: this month’s news section includes stories highlighting the fact that both Smyths and Toys R Us have posted an increase in sales over the past year, while The Entertainer announced similarly positive results a month ago. The fact that the industry’s largest specialists are performing well is a good indicator to the overall health of the trade.

Despite rumours that it has been plagued by internal systems problems, I also hear that Argos is enjoying a strong start to the festive season as far as toy sales are concerned.

NPD has predicted that the UK toy market is poised for another healthy increase in 2015: it has been suggested that a 5% rise - on top of a similar increase last year – appears to be achievable.

When you consider that those gains have come during a period of practically zero inflation, what we are seeing is true category growth (as opposed to inflationary growth), which has to be good news for all concerned.

The big question, of course, is whether this increase in turnover will be matched by an increase in profit. Numerous suppliers have told me that the uplift in sales generated by promotions such as the Smyths and Argos halfprice events was phenomenal, but one wonders whether the finance directors were delighted or tearing their hair out at the prospect of taking a significant margin hit on such a huge volume of product.

Of course, some sales are heavily predicated on merchandise specifically bought to retail at 50% discount: the true value of the discount in these instances is questionable at best. But equally, there are also lines where the discount is not just a figure plucked out the air to make it look good to a consumer, but a real, tangible reduction which must squeeze profit considerably.

Should we just accept that this is the way that retail operates now? We recently ran a story online about a new partnership between Nickelodeon and The Entertainer on a range of exclusive products featuring the Nickelodeon brand. Shortly afterwards, I received an email from The Entertainer announcing that the range was available in-store with discounts of up to 50%. I was intrigued that the opening gambit on a new line of toys not available at any other

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retailer was to promote them to the consumer at a substantial discount, and emailed Stuart Grant to ask him for his thoughts. His reply was honest and unambiguous: “The market is highly competitive and consumers are expecting great value. I cannot think of more than a handful of licences we will sell this Christmas without some kind of consumer promotional mechanic.”

Earlier this year, I highlighted the fact that Tesco slashed 33% off its entire range of Minions product on the day the movie was released, and suggested that I found the timing of this move unusual to say the least. At the time I received many emails agreeing with my observation, although I don’t deny that it probably resulted in an uplift in sales. Will this approach become the norm rather than an exception? I just hope that, as an industry, we collectively manage to achieve the right balance between turnover and profit.

I’m delighted to say that we have a packed issue for you this month. After last month’s fascinating article by NPD highlighting the impressive growth of some of the less high profile toy companies, they’ve written another great piece which focuses on just how pivotal the toy industry is to the licensing market. It is well worth a read for licensees and licensors alike: I won’t reveal too many spoilers here, but with a number of categories in decline (electronics, DVDs and video games), toys have been responsible for 50% of the growth in the licensed market for 0-14 year-olds over the past 12 months. In fact, if you include clothing in the numbers - and there is definitely an argument that dress-up costumes could be counted as part of the toy data – that figure rises to over 90%. Food for thought for the licensing community for sure….

This month’s edition also includes an exclusive interview with new TIA president and chief executive Stephen Passierb, who talks to us about his new role and his plans for next year’s New York Toy Fair, as well as a thought-provoking article by our American columnist Lutz Muller on whether Toys R Us is planning an IPO for 2016.

While his observations are purely conjecture at the moment, he certainly makes some compelling points. We’ve also shifted our gaze towards the early part of 2016 with two separate features on spring summer 2016: the first looks at the prospects for the outdoor toy market, while the second focuses on all the non-outdoor ranges which are being launched or extended in the first quarter of next year. There is still all to play for over the next seven weeks, but at the same time it’s important to look ahead to the post-Christmas period: after all this is the toy industry, things move fast around here.

news

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

Toys R Us plans more stores as sales rise

Famosa UK restructures

Toys R Us UK has moved back into the black and outlined plans to create more stores.

According to Insider Media, the company reported turnover of £438m for the period between 2nd February 2014 and 31st January 2015, compared with 3rd February 2013 and 1st February 2014, where the company reported turnover of £428m.

It also posted a pre-tax profit of £928,000, up from a pre-tax loss of £8.5m the previous year. The last time the company turned a pre-tax profit was 2011.

During the financial year, the retailer closed two stores, ending the period with a total of 78 outlets.

In a strategic report accompanying the results, directors said the retailer would “continue to expand its operations into those areas of the UK in which it is not presently represented.”

Founded in the UK in 1985 with the opening of five stores, the company has since rapidly expanded across England, Scotland, Wales and Northern Ireland and employs a workforce of more than 3,000. They also have more than 1,500 stores globally, in 33 countries.

The business has recently opened its first two stores in Ireland, and revealed plans to expand across the country.

Famosa is to focus on growing the Feber brand while Bandai will distribute doll ranges Nenuco, Pinypon and Nancy.

A staffing re-structure will see Nikki Jeffery, formerly UK marketing manager, head up the new operation as key account and marketing manager for the UK, supported from within head office by customer service operative Anna Veronica Perry. Famosa UK intends to focus its effort and resources in growing the Feber business directly within the market.

The news follows the appointment of Marie-Eve Rougeot as the new Famosa CEO. Nikki commented: “We are delighted to be partnering with a UK market leader such as Bandai. This relationship will enable us to build on the groundwork that began when Famosa re-entered the UK market in 2012. We are confident that this new partnership can effectively widen the distribution of the Famosa brands. The updated and refreshed 2016 collection, combined with Bandai’s expertise in brand building, is sure to be a winning combination.”

Clive Smith, general manager at Bandai, added: “We are all very excited about adding Nenuco, Pinypon and Nancy into Bandai’s portfolio and enhancing our offer to our customers. These brands will perfectly complement our other ranges and we look forward to continuing the successful work Famosa has already done in establishing these original brands in the UK. In the interim we will work closely with Nikki within the UK and Famosa team in Spain to ensure the smoothest possible transition.”

Bandai will be previewing the 2016 Nenuco, Pinypon and Nancy ranges at Toy Fair.

Smyths reports 34% rise in UK profits

New figures show that in the last year Smyths enjoyed a 34% increase in pre-tax profits to £4.3m.

The company enjoyed huge growth last year, with sales climbing to £288m. The increase in was boosted by the opening of nine new stores in the UK. Ireland’s largest toy retailer only came to the UK in 2007, but has seen rapid growth since. Smyths Toys UK has shown that the business recorded pre-tax profits of £3.8m as revenues jumped by 38% from £185.78m to £256m.

The directors have stated that they are “very pleased with the increase in profit particularly given the current economic climate and the increasing competition in the marketplace.” They also added that they will see further expansions occurring in the UK market in the next few years, with the opening of new stores.

Smyths operates six stores in the North, and figures for Smyths Toys NI show that pre-tax profits increased there from €400,000 to €500,000 as revenues increased by £2.4m to £32m.

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Hasbro licenses UK rights for Stickle Bricks and Mr Frosty to GP Flair

The new lines for the Flair portfolio will launch in 2016 with fresh new branding and packaging.

Speaking of the agreement with Hasbro, Nic Aldridge, marketing director, GP Flair, said: “We are very excited about this new venture for 2016. Both brands present excellent play value and are just the type of properties that Flair likes to include in its portfolio. The Stickle Bricks brand promotes the development of dexterity and imagination, while the Mr Frosty brand is highly creative and encourages the best in shared and cooperative play. Many will remember that Flair has already experienced great success with the Stickle Bricks brand.

“Having distributed the brand for eight years until 2008 and taking it to the number two spot for junior construction buckets, we therefore have great expectations for this next chapter in the Stickle Bricks/Flair history. With the Mr Frosty Brand however, this will be a new experience for us. The heritage of the brand speaks for itself and we aim to take it to the top of its category once again.”

Grant Gie, licensing director, Hasbro, added: “GP Flair has an undeniable history of success when it comes to re-launching classic brands and we look forward to this future partnership knowing two of our most loved brands are in safe hands.”

LeapFrog pulls out of Toy Fair 2016

LeapFrog will not be exhibiting at this year’s Toy Fair, due to the date clash with Nuremberg.

Tony Hicks, chief international officer at LeapFrog, commented: “We can confirm that LeapFrog will not be taking part in Toy Fair in 2016. As a brand with an international profile, our dedicated team had to make this difficult decision to overcome the clash of dates in the complex toy show calendar next year. We remain utterly committed to supporting the UK industry and driving domestic sales – our independent retailers will see this first hand through our support of the next Toymaster Show. We will also be further investing in our UK showroom to welcome even more retailers through our doors for independent previews and exciting product reveals. The Toy Fair team never fail to deliver a vibrant and exciting show year on year, and we wish them a successful 2016.”

Despite a few exhibitors having to withdraw from this year’s Toy Fair due to the date clash, the show is shaping up well. The Greenhouse completely sold out over the summer months.

Head of Toy Fair operations and sales, Majen Immink, said: “Our exhibitor list changes year on year and there will always be some exhibitors that can’t return for various reasons. This year we expected that some exhibitors would face difficulties due to the date change. We have nevertheless had a good returnee rate once again this year and will work with everyone to help ease any logistical issues. Of course we look forward to welcoming back those that can’t make it in 2016 in the future.”

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Chris Spalding resigns from HTI

Chris Spalding has resigned from his post as CEO of HTI. Chris was appointed to the role in March 2014, having previously been managing director and SVP of LeapFrog.

A spokesperson commented: “Chris has done an outstanding job during his time here and has helped move the business forward. We wish him well in his future career.”

Spielwarenmesse offers an outlook on toy trends for 2016 Spielwarenmesse’s trend scouts have identified three global trends for the toy industry in 2016: train your brain, everyday hero and design to play.

The Trend Gallery in Hall 3A will showcase the trends during the Spielwarenmesse Fair held in Nuremberg from 27th January until 1st February 2016.

Train your brain The brain is just like any muscle and needs to be exercised. It is thought that toys that test and challenge the brain will prove popular in 2016. This includes products that develop cognitive skills, as well as puzzling and creative play.

Everyday hero Most children dream of becoming a super hero and more and more toys are being developed around this theme, as well as toys which encourage children to pursue their dreams. The Spielwarenmesse trends committee recognises that children acquire the necessary skills for reaching their dreams through playing.

Design to play Artists and designers from other industries often inspire toy makers and it is thought that even more emphasis is going to be placed on product design in 2016.

The Spielwarenmesse trends committee believes design is having an impact on children and a creatively designed toy leads to more imaginative play.

Spielwarenmesse’s trend gallery presents the trends for 2016 by showcasing matching product samples and exhibitors’ new products. Winners of the Toy Award can also be found there and lecturers will explain how trends are created, how to discover them and to show them in a positive light.

Toytown to open in Leicester

Toytown, which operates shops across Britain and Ireland, is set to open a new store on Leicester’s High Street.

The new premises will consist of two floors and will employ six full-time staff.

Managing director Alan Simpson told The Leicester Mercury: “We’ll have two floors of toys and our speciality is going to be special offers – we buy end-of-line stock and sell it at up to 50% off the usual retail value.”

Toytown has been in business since 1979 and its other branches are located in Sheffield, Doncaster, Chelmsford and Canterbury, as well as Northern Ireland and the Republic of Ireland.

Toy World 10

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Vivid and Harry Kane to launch football related collection

Brainstorm to release StikBots

England and Tottenham Hotspur striker Harry Kane has partnered with Vivid Imaginations to produce a range of football related products.

“Harry Kane is quickly becoming one of the biggest names in English football with his tenacity to score goals,” commented Emma Weber, international licensing director at Vivid. “We are extremely excited to be partnering with such an iconic football player, and we are fast tracking development of the range to ensure we get out into the market whilst the football season is at one of its most entertaining periods with the build up to the UEFA Euro 2016 tournament.”

Harry Kane added: “It’s great to be working with Vivid on a range of outdoor toys which I hope will inspire all my young fans out there to pick up a football and practise their skills. I think 2016 is going to be a very exciting year.”

The product range will launch in April 2016.

From January 2016, Brainstorm will supply StikBots exclusively to the UK and ROI. This year sees the 20th anniversary of the Lancashire firm, which recently announced it had won the rights to distribute Addict A Ball, and gained distribution rights from Zing, the property owners of Magno-Z and Foameez.

StikBots are collectible, pose-able pocket-money characters, with eight colours to collect. Each figure will stick to any flat surface and to each other. StikBots come with their own free mobile application that enables kids to create stop frame animations and upload creations to social media.

The line was recently launched in the USA, accompanied by a social media campaign using the hashtag #StikBot. Brainstorm already has experience of handling a similar product with Magno-Z, the magnetic collectible.

Marketing manager Debra Tiffany said: “I’ve been showing the TV sizzler to staff, family and friends and it never fails to draw a smile, I cannot get the jingle out of my head.”

Stikbot is already generating its own publicity through Facebook, YouTube, Instagram and Twitter, but Brainstorm also plans to TV advertise, kicking off with a campaign over the February half-term.

Hornby celebrates Thunderbirds 50th anniversary with new range

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New Toy Industry Awards venue announced for 2016

A new range of Corgi Thunderbirds models based on the original Thunderbirds series has been launched by Hornby.

International Rescue’s Thunderbird 1, piloted by Scott Tracy, stands at just over 9.5cm and features operational swing wings for added authenticity. Along with Thunderbird 3, Thunderbird 1 features all new tooling for 2015.

Thunderbird 2 is International Rescue’s heavy equipment transporter, and is also used as the transport vehicle for the smaller Thunderbird vehicles. The craft’s main pilot is Virgil Tracy, who is sometimes accompanied by back-up crew members. Thunderbird 2 measures over 15 cm in length with a wing span of over 10.8cm. Thunderbird 4 fits neatly inside a pod concealed within the spring loaded undercarriage.

Thunderbird 3 is International Rescue’s vehicle designed for space rescue and maintaining the systems and crew of Thunderbird 5. It is normally piloted by Alan Tracy, with his brother Scott as co-pilot.

The six-wheel Rolls Royce is owned by International Rescue agent Lady Penelope Creighton-Ward, and driven by her chauffeur Parker. FAB 1 is one of the most iconic of all the Thunderbirds vehicles. The pack comes complete with Lady Penelope and Parker figures, front firing missile and rear facing rockets.

The British Toy & Hobby Association and the Toy Retailers Association have announced that the awards will be presented at an event following the first day of Toy Fair 2016.

Guests will be able to enjoy a drinks reception and light food in Olympia’s Pizza Express which will then be followed by a seated awards ceremony in the adjoining Apex Room, one of Olympia’s special rooms for events. The presentation of the Toy Industry Awards will take place here from 7.15pm.

The venue’s close proximity will allow guests to move easily from the exhibition into the awards event. The evening’s formal proceedings are planned to finish at no later than 8.30pm.

Due to venue capacity there are a limited number of tickets available to the event, therefore guests planning to attend are advised to book tickets early to avoid disappointment.

For ticket and event enquiries please contact Matt Jones on 020 7701 7127 or email Matt@btha.co.uk.

Lego unveils Nexo Knights

Lego Nexo Knights depicts a medieval kingdom set in a futuristic world. The story comes to life through Lego building sets, an episodic television and a digital gaming app that fuels story-driven gameplay.

The property will launch later this year, with products available from 1st January. Lego Nexo Knights characters, story, app experience and two building sets from the collection have been previewed to New York Comic Con attendees at the Jacob K. Javits Convention Center.

“Inspired by insights to meet the emerging needs of today’s kids, Lego Nexo Knights juxtaposes a timeless world of medieval knights with a futuristic twist in a captivating story that invites children to explore Lego play in a whole new way,” said Casper Thingholm of the Lego Group. “Lego Nexo Knights offers children the rewarding building experiences they know and love, amplified by digital enhancements that merge what today’s kids love: self-expression, strong characters, deep content-driven story and digital gaming.”

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BTHA and Toy Fair 2016 team up with children’s charities

The BTHA has produced a leaflet in partnership with the National Deaf Children’s Society to raise awareness of the importance of toys and play for young deaf children.

This is the fourth addition to a series of leaflets produced by the BTHA aimed at improving the lives of children with special needs.

Children who are deaf or have a hearing impairment may have difficulty learning from traditional teaching methods. The leaflet informs parents on how play and toys can help with their child’s development. Playing is an advantageous way for young deaf children to learn and develop language, communication and other essential life skills.

The BTHA recognises the importance of supporting different children’s charities to encourage parents to incorporate more play into their child’s day and have teamed up with the National Deaf Children’s Society to share expertise for parents of children with hearing impairments.

The information provided includes tips for parents and carers on play activities and the types of toys that are best in enhancing the learning of young deaf children, as well as offering a range of play ideas to fit into parents’ schedules.

Kerri Atherton, communications and public affairs officer at the BTHA, said: “It’s such a great opportunity to be able to work with the National Deaf Children’s Society to help parents and carers of young deaf children get the most out of playtime. Play is critical to child development and we hope our tips and advice will help make playtime easier.”

The BTHA play series, which can be found on the BTHA and Make Time 2 Play websites, also includes play and toys for children with Down’s Syndrome, autism and those who are blind or partially sighted.

Meanwhile, Toy Fair 2016 has announced a new charity partnership with KidsOut. The new charity partner is to take part in the Trolley Dash on the last day of Toy Fair.

“We’re delighted to welcome KidsOut as our official charity partner for Toy Fair 2016,” commented Majen Immink, head of Toy Fair operations and sales. “The Trolley Dash is always a fun way to mark the end of Toy Fair for another year and it’s a fantastic opportunity for our exhibitors to support a worthy cause.”

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Play Miniland boosts sales for DKL

Following the launch of the webbased tool, Play Miniland, DKL has reported record sales for the Miniland Educational Corner.

The company also noticed a surge in Miniland sales prior to the October half term.

Farel Williams, marketing and social media assistant, explained: “Play Miniland is a brilliant add-on opportunity for retailers to promote and for customers to take advantage of.

Customers can download extra activities and games for each toy and therefore greatly extend the play value of their Miniland product.”

Miniland’s Educational Corner offers learning toys with worksheets included with every product. The range covers key learning topics and maintains low price points.

Mattel to launch £1.5m family entertainment centre

The new Mattel Play! attraction will feature characters such as Bob the Builder, Thomas & Friends and Fireman Sam. The 13,000 square foot facility will be based at the Grand Hall at Albert Dock in Liverpool, and will be operated by Heritage Great Britain.

The entertainment centre is scheduled to open in spring 2016.

Julie Freeland, senior director of global live events and attractions at Mattel, including Hit Entertainment and Fisher Price, said: “Liverpool is the perfect location and Heritage Great Britain is the perfect partner for this new worldclass attraction. Our brands are known and loved by children around the world and the architectural splendour of Albert Dock provides the perfect backdrop for launching our first Mattel Play.”

Allan Leech, chief executive of Heritage Great Britain, said: “We already have the experience of running some of the biggest visitor attractions and landmark brands in the UK. We are the custodians of the iconic Land’s End, John O’Groats, Snowdon Mountain Railway and the Needles, and now for these great British children’s brands.”

Sylvanian Families section expands in Harrods

Epoch making toys has expanded and redesigned its floor space at London’s Harrods with a new nautical theme.

The Toy Kingdom on the third floor is now stocked with the full range of Sylvanian Families, where a new gondola unit forms one of the new seaside products, the Seaside Cruiser Houseboat. Equipped with a ship’s wheel up on deck and inbuilt shelving to showcase various products, a play table is included to encourage children to try before they buy.

Various animated videos play on a monitor at the back of the unit, whilst there is the opportunity to have a photo taken with Freya the Chocolate Rabbit at the front of the ship.

Director of home and toys at Harrods, Annalise Fard, said: “We are thrilled with the newly refurbished Sylvanian Families space in the Toy Kingdom at Harrods. The area has been completely transformed for our hugely exciting department re-launch in October, and we are so pleased to have Sylvanian Families on board. We are sure that our customers will feel the same excitement when they visit the store.”

The redesign follows a recent expansion of the Sylvanian Families brand in Hamleys, Regent Street.

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industry moves Hasbro UK appoints new licensing director

KD UK welcomes new managing director

Holly Oldham has joined the Hasbro UK team as its new licensing director.

In her new role, Holly will be responsible for managing the category team as well as the retail franchise team to continue building strategic relationships with licensees.

Holly joins Hasbro after working as the head of licensing EMEA at Rubies’s Masquerade, where she worked closely with the Hasbro licensing team across EMEA for the last eight years.

Holly commented: “I am thrilled to be joining Hasbro at such an exciting time. It has a rich portfolio of great brands, and exciting plans for the future teamed with an inspiring attitude to develop and evolve. I am very excited for the future and look forward to driving the UK business and building on the successes of recent years.”

KD UK’s team has expanded with the appointment of Seth Bishop to the position of managing director.

Seth Bishop has an abundance of experience and knowledge within the toy industry, having co-founded re:creation in 1998 where he held several positions including managing director and sales and marketing director.

In his new role, Seth will oversee the UK team, working alongside the group directors, COO and president.

Dr Luis Bravo, president of Group KD, said: “We are pleased to welcome Seth Bishop to the group at what is an exciting time for KD. The remainder of 2015 will see the group diversify into new fields and Seth’s experience will be instrumental in working alongside the sales team to introduce the range, drive growth and ensure success. We are also extremely enthusiastic about our plans for 2016 and the forthcoming years, as such Seth’s arrival could not come at a more opportune time.”

Worlds Apart develops its executive team structure

Esdevium Games appoints new managing director Esdevium Games has announced Steve Buckmaster as its new managing director.

Having held the role of sales director since 2002, Steve will replace Daniel Steel.

“It is an exciting challenge for me personally at an exciting time for the company. Esdevium has progressed so much in the time I have been here and I now hope to drive that success further,” said Steve.

Daniel will maintain some involvement with Esdevium going forward as chairman of the board.

Daniel commented: “I’m a little sad to step aside from the day-to-day running of Esdevium which has been such a big part of my life for such a long time, but I am delighted that Steve is taking over the role. There is no better person to lead the company for what will be an exciting new chapter.”

Engino appoints OSS Costas Sisamos, director of Engino Toy Systems, has announced that all independent retailers will be supported

by Outsourced Sales Solutions (OSS).

The news comes following the company’s sales growth in the UK and the new arrangement will include AIS and Toymaster members as well as other independents.

Costos commented: “OSS has national coverage and will be able to visit stores more regularly, as well as providing after-sales support.”

Worlds Apart has made some changes to its executive team and is searching for new sources of product and categories to support its growth.

Andy Cooper will take on the role of commercial development director, with executive responsibility for insight, R&D, licensing and product acquisition.

In addition, brand director Emily Maclennan will take over the responsibility of marketing, alongside her existing role of directing the Worlds Apart portfolio of brands and categories.

Emily said: “The opportunity to engage with retailers, licensors and our shared consumer has never been greater. We have realigned our brand team to add maximum focus to the marketing of our products. In support of this aim, I am delighted to announce the recruitment of Alison Woolfendon to the new role of digital marketing manager. Alison brings with her a wealth of consumer and technical experience that will accelerate our online discoverability and digital marketing effectiveness.”

Hannah Pike joins re:creation sales team Hannah Pike has joined the company as key account manager, bringing with her over five years of experience in the retail sector.

Reporting to general sales manager Adrian Mayes, Hannah’s experiences include dealing with major brands such as World Duty Free, where famous names in her remit included Christian Dior, Estee Lauder and Chanel.

Adrian commented: “Hannah is joining us at an extremely exciting time. 2016 is a big year for us and, as re:creation continues to grow, Hannah’s enthusiasm and experience will certainly add value to our team.”

Toy World 16

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

Hornby announces new Scalextric TV campaign Hornby has unveiled a TV campaign for its new Formula 1 inspired Scalextric offering: Arc One Mercedes AMG Petronas F1 Vs McLaren Mercedes F1.

The set pits authentic recreations of these Formula 1 vehicles against each other, whilst the Arc One system allows users to wirelessly create, manage and personalise races with a handheld smart device.

The work was commissioned from London based creative agency, Superhero.

Tom Williams, Superhero creative director, commented: “We were tasked with selling Scalextric to the video-game generation. As such, we set out to recreate the anticipation and excitement of a real race and to create an immersive viewing experience.”

The campaign will air on major kids’ channels including Disney Channel, CITV and Cartoon Network, and was booked by Arena Azure. The ad will also feature a voiceover from Sky’s F1 commentator David Croft.

Jim Procter-Blain, Hornby’s marketing controller, said: “The ad looks fantastic and we feel Superhero has managed to answer our brief in terms of engaging both our dedicated Scalextric fan base and creating a commercial that will create intrigue for those who haven’t discovered the fun of Scalextric yet.”

Barbie celebrates girl power with new campaign

K’Nex showcases London skyline in The Toy Store window

The new Barbie campaign will create a connection with mums by demonstrating and showcasing the benefits of open-ended play. Through captivating content and real life experiences, Barbie will engage and inspire girls of all ages along their journey of self-discovery.

Barbie will kick off the year with a new fantasy range to appeal to younger girls, You Can Be A Dreamer.

This will be followed by another bold entertainment theme that continues to deliver a message of empowerment with You Can Be A Secret Agent. This will then follow with innovations in the fashion and family range with You Can Be Limitless.

Barbie will have new reimagined content, fashion news with halo collaborations as well as high street brand partnerships. Fans can also look forward to three new specials in 2016, each featuring original storylines, music and adventures.

Giant K’Nex replicas of The London Eye, Tower Bridge and The Shard have been installed in the window of The Toy Store on Oxford Street.

The installation showcases the unique building possibilities offered by the scale and movement of K’Nex pieces.

With less than 10 weeks to go until Christmas, the eye catching window should attract both footfall to the store and interest in the K’Nex building system during the gift shopping season.

K’Nex worked closely with the Royal British Legion Industries (RBLI) to create the structures, which were made to measure for The Toy Store’s first UK site.

3DLightFX announces new Marvel TV commercial The new television commercial showcasing 3DLightFX’s Marvel range of 3D wall lights is currently showing on Cartoon Network, Disney XD and Citv Breakfast in the UK and on iNick and iNicktoons in Ireland.

The ad includes the complete range of Marvel 3D wall lights; Spiderman and Iron Man masks, Hulk fist, Captain America’s shield and Thor’s hammer. It illustrates how the lights make children feel safer at night in the presence of their favourite heroes as they come crashing into their room to banish the darkness.

The Marvel range is already highly successful and the advert is expected to provide a huge increase in awareness of the products.

Sales manager, Steve Clarke, stated: “We’re incredibly excited about the TV advert. It shows the commitment we have to the range, as well as highlighting how hugely successful it has been for us. Sales have been nothing short of remarkable all year and this advert is expected to increase people’s awareness of the product even more, with those retailers who have purchased stock reaping the rewards.”

Toy World 18

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

Bob the Builder builds sky high ratings on Milkshake!

The new Bob the Builder series, which launched on Channel 5’s Milkshake! in September, has shown significant TV ratings.

The CGI animated series sees its characters receive their biggest revamp in the show’s history, offering a contemporary look and feel.

The new content launch has delivered double the average TV channel ratings achieved in this period on Milkshake! and the viewership is growing week on week. The ratings have increased by 271% since launch, demonstrating Bob the Builder’s huge popularity.

Jessica Symons, head of children’s at Channel 5, comments: “We are delighted by the early response from our viewers to the new Bob the Builder series. We knew that Bob’s enduring appeal as well as the exciting new look and dynamic content would capture our audience and the ratings at this early stage are hugely encouraging. The construction theme at the heart of the show, alongside the core values of teamwork, positivity and learning are a winning combination with our pre-schoolers. We look forward to many more episodes of Bob the Builder.”

Kate Schlomann, Hit Entertainment’s VP global brand marketing, added: “2016 will see the expansion of Bob the Builder consumer products with exciting cross category licensing partners on board including the launch of a range of toys rolling out in autumn, creating a truly immersive construction experience for pre-schoolers as they interact with Bob’s world above and beyond the on-screen content.”

Hit Entertainment is producing two series of 52 x 11’ episodes of Bob the Builder, as well as 1 x 60’ special due for delivery in 2017.

eOne bolsters Peppa Pig with new licensing deals in the UK

The company continues to bolster its line-up of toy partners with new licensing deals for Peppa Pig in the UK. Winning Moves, which manufactures Peppa Pig Top Trumps, has launched Peppa Pig Junior Monopoly and Guess Who board games to the UK market from September 2015.

Character Options is introducing a line of arts and crafts products to its portfolio. These include dough, doodlers, easels and felts. Character will also be launching Peppa construction toys in the UK from January 2016.

New to the Peppa Pig licensing programme is Trends UK. The company will be heading up the brand’s ELA category and introducing a new line of pre-school electronic learning toys to the UK from autumn/winter 2016.

Other new partners to the programme include Bladez for remote control inflatables, Vivid for a Crayola Colour Wonder activity, Flair for arts and crafts including draw on Peppa plush and t-shirts, Meld for wooden toys and Access all Areas for a range of musical instruments including a ukulele, junior guitar, tambourine, maracas and egg shakers.

Hannah Mungo, head of UK licensing at eOne licensing, commented: “The toy category underpins the success of the Peppa Pig licensing programme in the UK. It’s important that we continue to refresh the ranges at retail by adding new partners, categories and formats to ensure that consumers have fun new ways to interact with their favourite characters at home.”

IMC Toys to launch new Mickey Mouse toy range

Mickey Mouse Clubhouse and Mickey’s Roadster Racers ranges will launch across EMEA in 2016 and 2017 respectively.

The pre-school series Mickey’s Roadster Racers follows in the footsteps of the successful series Mickey Mouse Clubhouse, and will debut on Disney Junior in 2017.

IMC Toys will be launching a new toy range as of summer 2016 throughout all EMEA territories. The new range will embody all the imagination of Mickey Mouse, drawing upon key branding attributes. The launch will be supported with a fully comprehensive marketing campaign. Jordi Borrell, chief marketing officer at IMC Toys, has stated the importance and honour to be moving forward with the responsibility of this Disney pre-school flagship property.

Production is revving up on the animated series Mickey’s Roadster Racers, a car-racing adventure for pre-schoolers featuring Disney’s number one star, Mickey Mouse, and his pals Minnie, Pluto, Goofy, Daisy and Donald. Slated to debut in 2017 on Disney Junior channels and programming blocks around the world, the series takes the Sensational Six and their uniquely personalised vehicles on humorous high-spirited races around the globe plus hometown capers in Hot Dog Hills.

IMC Toys will launch a complete range of collectible articulated figures, playsets and vehicles with new features. The first phase of the launch will take place in 2016 and will embrace a new range of Mickey and Minnie products while warming up for the arrival of a complete new line up for 2017 accompanying Mickey’s Roadster Racers.

Jordi Borrell commented: “I truly believe, on the one hand, we have nailed down a very competitive price in our range of products, while on the other delivering to children a sense of adventure and family values within a hilarious creative environment.”

Licensing World 20

Hoho appointed as licensing agent for Pink Chillies Hoho Rights has been appointed as the licensing agent for Shen Marketing’s girls’ property Pink Chillies.

Pink Chillies was launched with the aim of raising the profile of endangered species and ecological issues, and won the License This! competition in 2012. The property consists of eight designed elephants, each equipped with a special power which enables them to face challenges related to a particular environmental issue.

Following the success of a small range of products produced exclusively by the licensor, Hoho Rights is taking the reins with a view to appointing licensees across plush and publishing amongst other categories. Fashion UK has already been appointed for girls’ apparel and accessories.

The brand is supported by a website and a multi-platform app, which introduces children to topical environmental issues in an informative but colourful way.

Hoho’s joint managing director, Helen Howells, said: “We’re thrilled that Shen Marketing has chosen us to represent Pink Chillies, and it’s great to see how the brand has developed since I first saw it being pitched at License This!

With its exotic, cute and colourful characters and underlying educational messages, we hope that this delightful property will spice up the girls’ licensed category.”

Jumbo Games signs licensing deal for The Simpsons Jumbo Games has signed a pan European licensing deal with Twentieth Century Fox Consumer Products for The Simpsons puzzles and games range.

Stewart Middleton, managing director at Jumbo Games, commented: “We are thrilled to announce The Simpsons as our newest licence. Not only is it fun and loved by adults and children alike, the brand is also recognised on a worldwide scale, and we anticipate it will be a strong addition to our portfolio due to its huge popularity.”

Sandra Vauthier-Cellier, senior vice president, EMEA, Twentieth Century Fox Consumer Products, added: “We are very pleased to partner with Jumbo Games.

Given its place as a top UK games and puzzles manufacturer, Jumbo is perfectly placed to meet the broad demographic reach and appeal of The Simpsons.”

Jumbo Games’ line of The Simpsons puzzles and games will be available at retailers across the UK, launching in 2016.

Pesky Productions to open Boj visitor attraction CBeebies hit Boj is to have its own visitor attraction at one of Britain’s top tourist destinations, West Midland Safari Park.

West Midland Safari Park will make Boj’s Giggly Playland the focus of its marketing throughout 2016 supported by a full campaign of online, radio and TV promotions and advertising.

Housed in a new purpose-built structure, the Boj indoor soft play area will also offer Boj-themed catering facilities and a retail outlet for Boj merchandise to more than half-a-million visitors anticipated annually.

Daniel Griffiths, head of marketing at West Midland Safari Park, commented: “Boj is the perfect little guy to woo our younger visitors, and I’m confident that the relationship between Pesky and West Midland Safari Park will work exceedingly well, giving us exciting options for further growth together over the coming years.”

David Hodgson, Pesky director and co-creator of Boj, added: “Soft play and Boj are made for each other, and we can’t wait to see kids having some down under fun as their parents relax in our real-life Giggly Park café.”

Henson appoints Jazwares as master toy partner for Dinosaur Train

The Jim Henson Company has selected Jazwares as the new master toy partner for pre-school series Dinosaur Train.

From figures to playsets, Jazwares’ Dinosaur Train toy line will offer a fresh array of products for fans, and will round out with plush and roleplay.

The toy line will debut at retail in autumn 2016 in the US and in selected international markets, followed by a full international roll-out.

San Martin, vice president of global consumer products at The Jim Henson Company, commented: “Focusing on fresh, creative and innovative concepts for both toys and role play, Jazwares will translate the fun, whimsical and the educational aspects of the Dinosaur Train brand into products kids desire.”

Laura Zebersky, EVP and chief commercial officer for Jazwares, added: “Our new partnership with The Jim Henson Company is a tremendous opportunity for us to play an integral role in further building the brand into an evergreen. The new line we create will connect us with fans of the series and bring them a wonderfully unique play experience where they can create their own Dinosaur Train adventures.”

Licensing World 21

NPD Column How important is licensing to toys and how important are toys to licensing?

The NPD Group’s Rory Partis takes a look at the licensing market’s relationship to the toy industry.

H

aving returned from the always fascinating Brand Licensing Europe 2015, I thought it was worth looking at the licensing market and its relationship to the toy industry. We all know that licensing is an important part of the UK toy market – 27% of the total toy value is spent on licensed product, and so far this year it is an area that is growing twice as fast as the total market (based on YTD August 2015 sales NPD POS tracking service) thanks largely to movie related ranges.

The top selling properties and items are littered with popular licences, from classics like Star Wars to new favourites Disney Frozen and Minions to perennial pre-schooler characters such as Peppa Pig and Thomas and Friends. However, rather than looking at licences’ importance to the toy market, let’s flip it around and look at toys’ importance to the total licensed market.

The British are famous for loving their kids, with over £11bn spent on children aged 0-14 years for the 12 months to June 2015. NPD UK’s Licence Tracker Service captures the licensing spend for that age group across a number of different categories – from toys, clothing and DVDs/blu ray through to publishing, health and beauty and greeting cards.

Licensing accounts for 22% of total spend on 0-14 years – making licensing for children worth a cool £2.4bn a year, a not inconsiderable amount of money.

But which categories are the most important to this licensed market and which are growing? The largest category, accounting for more than £1 in £3 licensing spend, is actually the toy market. As well as being the largest sector, the recent strong performance of licensing within toys means toys have actually increased in importance in the total kids’ licensed market, accounting for 50% of the licensed growth over the last 12 months. Clothing has also contributed 41% of growth to the licensed market and the dressup sector is bigger than ever. However, with 91% of

growth coming from just two Licensed Market* Sales Category Sales Share sectors, how is the rest of the licensed market performing?

Total Licensed market for 0-14 year olds is worth £2.4bn and Traditional Toys is the largest Total licensing value sales area, accounting for 38% of sales. for 0-14 years was down Traditional Toys -2% for the last 12 months, Clothing and three areas in particular DVD/Blu Ray have driven this licensing Video Games decline – electronics, DVDs/ Publishing blu rays and video games.

School Equipment Electronics sales can vary Accessories year by year with phones and Electronics other electronics (such as Footwear karaoke machines) driving Greeting Cards Health & Beauty licensed decline this year. The non-stop growth of streaming 40% 30% 20% 10% 0% services such as NetFlix and Value Sales % Amazon Prime, both offering Definition: Kids Aged 0-14 Years License Sales, NPD UK License Tracker Service, Value £m/%, Moving Annual Turnover to June 2015 alternative methods of The NPD Group, Inc. | Proprietary and confidential 1 viewing films and TV shows, has had an impact on the licensed DVDs and blu ray more generally where licences start their life. The toy market. For video games, despite some strong success market clearly needs to be aware of these movements stories over the last couple of years with Skylanders, and maintain strong relations with licensors to keep Minecraft and Disney Infinity all growing, decline on top of their ever adapting progress. has come from properties over two years old with the market perhaps focusing more on older gamers in the last few years rather than the 0-14 year market. This is perhaps a worry, not just for the video games sector but for children’s licensing in general. While there may be demand for licensing for teens and adults, we have to remind the licence market that the 0-14 age group is a vital element of the total licensed market and key to getting consumers into licences at a young age.

So as licensing has become more important to the toy market, the toys category has become more important to the licensed market. While this means the UK toy market can pat itself on the back for licensed performance, the rest of the licensed market has had mixed success. Previously strong sectors of the market have changed over the last few years as our society changes how we consume licences, and Document classification: Internal Only

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

Toy World 22

Brand profile

Say “Eh-oh” to Character’s Teletubbies adventure This exclusive feature looks at Character Options’ new Teletubbies toy range as well as the company’s marketing strategy and expectations.

W

ith the new TV series rolling out onto CBeebies later this month, Character Options is finalising the launch plan for the highly anticipated Teletubbies toy range, which goes on sale in January.

“The range is stunning. We are very excited and expect the new generation of Teletubbies fans to embrace this collection,” said Jerry Healy, marketing director. “We have worked closely with DHX Brands and have invested heavily to create a range that combines the core values of fun, exploration and discovery with iconic features seen in the series.”

Production is now underway, and the emphasis has moved to targeting consumers with a comprehensive campaign to ensure an explosive start to sales.

Jerry explained: “We launch with two TV commercials, one is dedicated to both the collectible and interactive feature plushes and the other features the world of plastic and scale play. These will be on air from January, targeting kids and ‘watch with mother’ channels. A further three online product videos will be produced, promoted through pre-roll activity and hosted on the Teletubbies YouTube channel, which is currently achieving 76 million views a month.

“With this range being suitable for a younger age group, every item has been created with a child’s sensory development in mind, and this will be communicated in a series of advertisements in the parenting press. We will also create huge amounts of awareness through word of mouth and online mummy influencers which we have already secured a large number of to partner with at launch. At retail we will have a dedicated plush FSDU, which has been well received by the trade and we are producing POS kits to ensure we have a strong presence in store. Press sampling and news stories will follow the great campaign that DHX has in place for the launch.”

With 50 million sold worldwide to date since the launch of the first series, any new Teletubbies collection would not be complete without plush toys. Character’s 6” Supersoft collectibles are soft toys at pocket money prices, which are available as all four Teletubbies. The signature plush line includes the 8” talking soft toys, again available as all four Teletubbies, each with their own sayings and phrases. Character’s Tickle & Giggle Po and LaaLaa, Jumping Po and Lullaby Laa-Laa Night-light toy complete the plush range. The Lullaby Laa-Laa Night-light toy plays a soft light show and soothing music.

At the heart of the World of Teletubbies collection

is the Superdome playset, modelled on the Home Dome where the Teletubbies live. The feature filled playset has a working lift, light and sound phone, pop up Tubby Toaster, Moving Noo-noo, and spinning seats, as well as a range of sound effects and music.

The Tubby Custard Machine is a new feature to the show and children can enjoy a pull along toy version too. The vehicle holds moulded Teletubbies in spinning waltzer seat carriages; pulling the vehicle will make the seats and Teletubbies spin whilst the theme tune plays.

Music is a huge part of the show and this is reflected in the Music Day playset, which features

Toy World 23

musical drums, podium and piano, and comes with an exclusive Laa-Laa figure with a trumpet.

Children can play out the Teletubbies’ adventures with the individual collectible figures, which come complete with moulded accessories, and also with the Family Pack of four figures in sitting and standing poses, all of which are scaled to fit within the playsets.

With Character’s Drive & Steer Noo-noo, children can take control of the steering wheel and direct Noo-noo left and right, with a turbo button and sound effects.

For more information about the collection, call Character Options on 0161 633 9800.

Company profile

New horizons Leading RC company Horizon Hobby is entering the toy market with its range of high tech, yet easy-to-use products. Emily Ansell Elfer reports…

H

orizon Hobby undoubtedly stands out from other companies working in the RC sector. A world champion in its market, the company manufactures and owns all of its brands and pioneers its own technology – so the team truly know that what they are selling is of high quality.

After spending three decades at the top of its game in the hobby sector, the time is now right for the company to be entering the toy arena and it is looking forward to working with toy retailers across the UK. Managing director, UK, Mark Divito, told Toy World: “At the moment there

is only one entry point for hobbyists – the market is dominated by people in their mid-30s with extra cash to spare. We need to think about the younger generation as they are the hobbyists of the future.”

Horizon Hobby carries over 24,000 lines of RC product covering everything from micro quads to petrol cars and drones and there are many licensors, including Audi, that refuse to work with anyone else in the market. The main range the company is aiming towards toy retailers is its light-up minis, which are out just in time for the holidays and offer affordable fast-paced RC action for beginners. This range includes the ECX Outburst 1/14-scale Motorcycle, the ECX BeatBox Monster Truck, the ECX Outburst 1/14-scale Motorcycle, the ECX 1/36 KickFlip Desert Truck V2, the Blade Inductrix Drone, the HobbyZone ZUgo ZMP Camera Quad and the HobbyZone Faze Ultra Small Quad.

One thing that makes Horizon Hobby stand out over many other RC companies in the toy market is the fact that that it uses the same pioneering technology in its toy products as in the hobby models. The tech has simply been ‘reverse engineered’ so that children can easily access the products and experience a few crashes along the way.

“Our planes are sure to become a firm favourite with kids. We’ve included the same pioneering GPS system that’s in our drones,” explained Mark.

“An example is the Sportsman S+ which is easy to use and can even fly and land itself at the press of a button. It would work well for high-end toy retailers and is a one box solution – the charger, remote and batteries are all included.”

The Hobbyzone Sport Cub S RTF RC Airplane with Safe Technology is another standout product and bagged first place in the Teenager and Family Category at this year’s Nuremberg Toy Fair. It can take numerous crashes and the parts and components are available separately.

Horizon Hobby’s portfolio covers land, sea and air and it is the biggest RC

Toy World 24

helicopter manufacturer in the world. The company keeps on top of trends in all its product categories, releasing three to five items a week as demand changes rapidly.

Not only are the products high quality and high tech, but they are also educational: “The great thing about all our products is that they get kids outside and interested in how things work. It’s a very educational process – kids can open all our cars up and see the mechanics and the planes have the functions of a real aeroplane. I played with them as a child and it led to a career in aviation,” explained Mark, a former pilot.

Horizon Hobby is currently working with more than 400 hobby retailers in the UK and is expecting to build a similar number of toy accounts. One key thing that makes the company extra appealing to toy retailers is its dedicated customer service team – if a consumer has a problem with a part, they can contact the company direct rather than the retailer. This makes life easier for both the consumer and the retailer and means that people come back for more.

Mark assures: “With us, there’s no need to worry as consumers can contact us direct if they have any concerns. We only have a 1-2% replace rate but, for the rare occasions where there is a problem, we have a 48 hour turnaround and can send a new product or part out to them instantly. We see this as critical because of customer expectations. We also support our dealers in terms of technology assistance and backup – all they need to do is stock the products in their store; everything else is taken care of.”

When it comes to supporting its retail partners, Horizon Hobby is also happy to be as hands-on as possible and offer unique display ideas for each store. The company has an experienced merchandising department and a member of the team can visit the store, put together a package and suggest different options.

There are numerous interesting ways to display Horizon Hobby’s products, and POS options are available, but Mark says creative ideas, such as showcasing one of the large £1,000 products in a shop window, will draw in the crowds, especially at Christmas time (smaller items can be stocked in the actual store). Having the little £20 drones buzzing around a shop on a busy Saturday will also cause a buzz.

According to Mark, a key element of the company’s current success is that it believes in selling experiences rather than products: “We are selling experiences and they need to be the best: we want little Johnny opening his Christmas present to get the same buzz from our products as the hard-core hobbyist,” he concluded.

With this attitude in place, it’s clear to Toy World that the future is bright for Horizon Hobby as it enters the toy market For more information on Horizon Hobby and retail opportunities, contact Mark Divito on 01279 636 353 or 07920 453990.

Toy World 25

talking shop Stores with Christmas presence Toy World’s Jonika Kinchin talks to independent retailers about how they prepare their stores for the busy festive season, the challenges they face this time of year and more.

Helen Gourley Company director, Toy Hub, Dunblane, Scotland Christmas is always a fun time for us, but it can be exhausting. Our biggest challenge is probably keeping our energy levels up to make sure we offer the usual high quality of service that our customers are used to. The balance of stock is always tricky – knowing when to cancel orders that haven’t come on time and when to hold off to the last minute rush can be a fine balance.

We have ordered new uniforms and name badges for the festive season. For our window display this year we are planning to include an advent calendar in one window, where we will feature a different product every day, and a Star Wars theme in the other. It’s hard to ignore the franchise with the movie due for release in December. We have also refurbished, and added a third onto the size of the shop. We can’t wait to use the extra space for all the Christmas stock arriving in. The counter is now multi-functional, allowing the team to wrap and pack online orders and gift wrap for customers, with a clear space for added extras such as helium balloons.

During quieter times, we’re also hoping to use the space for games clubs, Lego demonstrations and reading events and craft demonstrations.

A lot of people thought we were a bit bonkers to carry out the work at the time, but we were squeezing it into the week in between October breaks, which is normally a quieter time for us.

We also needed somewhere to put our Irish Fairy Door (our Fairy Sith moved in last month), so we hope all the kids will enjoy coming in to see her. On reopening, we ran a 10% discount offer exclusively for our loyalty card holders, to say thank you for their patience during the refurbishment.

Last year we ran some very successful Shhh Secret Shopping Evenings, which were aimed at adults to allow them to get their Christmas shopping done without fear of being seen by their kids. It worked very well, we opened late various evenings throughout October, November and December. We can keep toys that are purchased that night and we offer a gift wrap service so it takes a lot of hassle away from parents. We are also embracing Small Business Saturday on 5th December, when we will be opening the festive fizz.

Customers have given us some tips on popular toys for Christmas, such as Tenzi and Sushi Go! from Coiledspring Games, Pizza Party from Paul Lamond Games and The Irish Fairy Door Company products from Ackerman – which we are looking forward to receiving the limited edition White Winter Fairy Door from. We are

looking forward to the launch of Ticket to Ride UK from Esdevium Games, as the Europe version has been a strong and steady seller for us. Star Wars is sure to be a hit with the Lego Millennium Falcon going on the top of the Christmas list for both younger and older fans. We also have high hopes for Funko Pop Characters and the 3D lights from 3DLightFX. As

Connectable & Collectable making toys Limited For more information call:

0843 557 4062

4 Ramsay Court, Hinchingbrooke Business Park, Huntingdon, Cambridgeshire, PE29 6FY

or email:

sales@epochmakingtoys.com

Toy World 27

the Davis Cup is at the end of November, we also have high hopes for the tennis ball lights that 3DLightFX produces.

The Pink Unicorn Plush from the Toymaster FOB programme has been very popular since it arrived last month, and left us wishing we’d ordered more.

We’ve found the Irish Fairy Doors to be a huge seller for us as well, and again the company has

been incredibly supportive in helping us to raise awareness of the product in our area. Lego has provided us with a Christmas Gift Guide for 2015 and this has been extremely well received by us and our customers. The ability to create a wish list is perfect and we are encouraging customers to return it to us by late October so we can ensure they get the sets they want in time for the big day.

In 2016 we will be doing lots more work to promote the business within local schools, nurseries and hotels. We’re planning more promotions with our loyalty card holders and aiming heavily at birthday price point toys and gifts. We’re looking closely at margins and have found that a slight shift towards more gift oriented toys is helping.

Sarah Price Co-owner, Toys to Grow, Cheltenham, Gloucestershire This year we are opening a second shop within the arcade we’re based in, in order to extend our ranges and allow us to accommodate the influx of customers we have during the busy period. Santa will be dropping off one of his post-boxes in November so that children can post letters directly to him, and each letter will be responded to. As a family run business, our biggest challenge at Christmas is running two shops while juggling five children, so it will be all hands on deck.

Leading up to Christmas, the arcade is holding a Black Friday event which we will be participating in with special offers on the day. We are also excited to be working in partnership with Cheltenham Borough Homes and will be handpicking toys for underprivileged children with Scamper Hamper.

We’re expecting Brio trains to fly off the shelves for Christmas, as they do well all year round. Puzzles are also great for us during the festive season, so we think the new ranges from Ravensburger will go down a storm in Cheltenham. Papo Dinosaurs has performed particularly well and the products have been drawing more people to our shop as they’ve heard we stock them.

After a slow start to the year in January, we have seen a big increase in sales over the year with high end products being purchased all year round. With the opening of a new shop, as well as the relaunch of our new online shop which is due around Easter time, we are very excited for 2016.

For more information call:

making toys Limited.

John Hadlow Owner, Who’s Toys, Mansfield, Nottinghamshire Customer service is our number one priority. At Christmas especially, we want to make sure that everyone knows that we provide a better service than larger stores. At Who’s Toys, we specialise in all toy products related to film memorabilia and we stock a variety of Secret Santa gifts that are normally priced under £10. For Christmas we will be sourcing a whole range of interesting and, in some cases, bizarre gifts.

This year has been good overall for business, we tour a lot doing different events and our Facebook page currently has over 4,000 members. We ship abroad to countries such as Australia and Germany, and we will send products wrapped and signed for too. Our original mugs and bags are performing particularly well for us at the moment.

In 2016 we hope to keep the spirit of Doctor Who and other classic films and TV shows alive in the hearts and minds of all ages. The TV show is in no way less popular than it was, but I think the action figures being shrunk to a much smaller size hasn’t helped at all. Special collectors sets have been issued but a lot of these have come with a hefty price tag. This may have alienated a lot of casual fans.

We are a special shop for special people. We’re not a conventional toy store, and this means we are a popular destination for people looking for a gift for someone special.

0843 557 4062 or email: sales@epochmakingtoys.com

4 Ramsay Court, Hinchingbrooke Business Park, Huntingdon, Cambridgeshire, PE29 6FY

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indie viewpoint

Luan Hall Owner, Fairies ‘n’ Frogs, Ampthill, Bedfordshire This Christmas, our main window display will be set as a scene from the lounge with gifts under the Christmas tree and Santa’s legs hanging from the chimney. We don’t tend to decorate the inside of the store as it’s already bright and colourful. However, the staff do wear silly hats and outfits to celebrate the festive season.

The biggest challenge for us I suppose is storage. We have a very popular layaway plan that has been in place for four years, which means we can store customers’ gifts until Christmas Eve. We have a lovely shop neighbour whom we rent a room from for two months of the year to enable us to do this. The other issue we face is keeping stock levels up – as storage is an issue we need to order constantly, but this does give us the added bonus of getting different products in.

We do a couple of child-free shopping nights in November where we invite customers along for catalogue previews, special offers and cheese and wine. We also have candles and music to get us all in the Christmas spirit, six weeks in advance. We have a special Santa’s Grotto, where the allknowing Santa holds a magical box with each child’s ‘good bits’ from the year (given with the parents’ permission).

We’re expecting Magformers to do well this Christmas – the customers love the product, and the fact that the head office is only a few miles away from us is great.

We had a tough start to the year – Frozen mania swept over us last Christmas and, as we don’t sell licensed products, it had a small impact on us. Trade picked up from around March but we had a tough summer as the town centre was closed to traffic for major road works. We are now back on track with a big boost.

We have a couple of units within our building that have just become vacant so are now looking at the possibility of expanding and growing our Play Days.

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

Mark Buschhaus and Stephen Barnes

Happy trading

H

Toy Barnhaus

i all. Being typical males, we are engaging in multitasking today, writing our column as we advertise the Toy Barnhaus brand round the M25. We are heading down to Swindon for the Toymaster FOB show, and a last chance to catch up with people before Christmas hits in earnest. We heard rumours that there was going to be freebies and point of sale at the show so, never ones to miss an opportunity, we are travelling in comfort in the Toy Barnhaus van, ready to load up when we get there.

Trade for October was good, and that followed a strong September. It definitely feels like people are shopping for Christmas earlier this year, with people feeling like they have more money in their pockets. The Toymaster catalogue has launched, and that has been well received. The front page sale lines have been fantastic and we are getting lots of orders from customers from the catalogue.

We are starting to get early reads on products now for Christmas, with the Teksta Scorpion from Character Options selling well already. Star Wars has got off to a good start after the Force Friday launch, although it is mainly from collectors at the moment. However, with the buzz increasing, it is only going to grow as we get closer to the launch. A recent launch that has done well is I Do 3D from Flair; it catches onto the 3D printing craze in a way that kids can use. Sparkle Science from John Adams has also been another line that has sold well already. TY Beanie Boos continue to be fantastic for us, and we hope John Lewis uses another animal in its Christmas advert this year that we can capitalise on.

For us, Christmas begins next week with the half term, and we have lots of marketing events going on. We have the Toy Barnhaus Toy Fair in our Crawley store, with a Playmobil figure hunt, turtle display tanks, Lego tables and an appearance form Freya the rabbit. We also have events going on in our other stores including a Halloween event. As ever, our suppliers have been great in supporting us, so thanks to all who have helped. As an independent, it is key for us to use the flexibility we have to create different events for our customers. It is a great way to show off toys, and we always pick up sales in the weeks after, with parents coming in for products their kids saw on display.

Another event that we are participating in this year is Children in Need. It is easy to miss it as it is right in the middle of November. We have staff dressing up and raffles in store, and it is a bit of fun for the staff during our busy time. Being an independent kids’ store, it is another event we can get involved in that helps a good cause, and is in line with our customers.

The key event for us in November is going to be Black Friday. We have done significantly more preparation this year, and have bought stock specifically for the event. For us, it is the whole weekend that benefits, including Cyber Monday. Last year, we just did a handful of markdowns in store, and still had a stunning weekend.

However, we did get comments from customers about the lack of offers. We will have several lines this year, but will keep it just to them, as last year people were buying whatever we had, not just the reduced lines.

Here’s hoping it all goes to plan. Happy trading to you all.

Toy World 29

Feature

Magic and make-believe

World of pure imagination Emily Ansell Elfer enters the world of magic and make-believe and discovers its continued popularity during the digital age.

A

s we approach the magical Christmas season, toy retailers are busy stocking up on products centring on magic and makebelieve. However, this toy genre is proving popular with children year-round despite technology’s ever-growing presence in the industry.

One company leading the way in magical products is The Irish Fairy Door Company. It isn’t the only company producing fairy doors but it has taken the concept further than the product and developed an entire imaginary world – Fairy Valley.

The idea is that Fairy Valley’s residents are looking to be rehomed by children. Online content adds to the story – parents can download activities and play ideas and even get alerts from the valley’s Queen Kate.

Children can also personalise their fairy’s home with vinyl decals, doormats, washing lines and clothing items which encourage repeat or add-on purchases within the range.

Co-founder Niamh Sherwin Barry explained: “Anyone can make a fairy door, but we’re passionate about making the magic appear from the very start. What has surprised us most is how whole families take to the concept. We knew kids would get it, their imaginations igniting immediately, yet it has sparked something in adults too.”

Niamh stresses that make-believe is about more than just good fun – it helps children develop skills and open up to the world around them: “It is a well-known fact that the use of the imagination helps children in various different ways. It helps the neurons in a child’s brain to connect quicker, it helps with memory and encourages empathy,” she commented.

Niamh says that, although Christmas is a key selling period, the beauty of the product is that it is popular all year round – every second child in Ireland now has a fairy living with them and the UK is following suit.

“This Christmas in the UK, we are concentrating on finding as many homes for fairies as possible,” she added. “The magic is well and truly underway and we guarantee that when all of the other presents are opened this Christmas and played with once or twice and then put on a shelf, our fairy door will be in pride of place.”

Because The Irish Fairy Door Company is going back to basics, to how adults used to play as children, it is a welcome distraction from the many electronic devices that children also play with. The team have worked hard to get the messaging on the packaging just right and ensure that, as soon as a consumer picks a fairy door up, they know what it is and what to do with it.

“With regard to presenting our product, any good eye level shelf is perfectly adequate. Some stores might even consider having their own ‘store fairy’ resident in their shop. All they need to do is name their fairy and watch the engagement straight away,” added Niamh.

One store which has done just that is Toy Hub, which

is currently expanding its shop in Dunblane (in part due to wanting more space for its resident fairy).

“We needed somewhere nice to put our Irish Fairy Door (our Fairy Sith moved in last month), so we are planning to find a quiet spot for her and decorate it nicely. We hope all the kids will enjoy coming in to see her,” owner Helen Gourley told Toy World. “We’ve found the Irish Fairy Doors to be a huge seller for us and the company has been incredibly supportive in helping us to raise awareness of the product in our area. We are looking forward to receiving the limited edition White Winter Fairy Door shortly.”

A brand more specifically geared towards the Christmas season is Elf Magic. As with The Irish Fairy Door Company, there is a rehoming concept: Elf Magic helps Santa match his elves to homes at Christmas time and supplies clothing and accessories for a home-awayfrom-home experience.

Based in Atlanta, the company recently made its way over to the UK. Anna Wik from distributor Happy Mummy told Toy World: “The elf tradition made its way over to the UK a few years ago, with one small difference – Elf Magic elves can be cuddled and played with and not just left on the shelf. Elf Magic embraces the friendship each child finds with their elf and parents love finding different ways the elf can be naughty at night.”

Like Niamh, Anna sees the importance of introducing an online element to the product in order to enhance

Elf Magic 0203 002 9698 | www.elf-magic.com

Elf Magic’s 10” elves come in a playset with everything children need to create a home-away-from-home for their new friends. The set includes removable outfits, play scenes, a bed, a blanket, magic snowflakes, stickers, an Elf Express passport and a poem from Father Christmas.

The smaller 6” versions are pocket sized, each arriving in its own removable outfit, while the 3ft tall Giant Elves and the keepsake book Elf Magic: The Story of a Timeless Christmas Tradition complete the range.

With Elf Magic, children can dress and play with their elf all day, and then wake up to discover its night time adventures each morning. At night time, the child can supply crackers and ice water for their elf and can sprinkle it with Magic North Pole Snowflakes.

The company is confident that, once a child has chosen their elf, it will become their best friend; sharing the joy, laughter and love of Christmas.

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Magic and make-believe the magic: “Pinterest alone is full of mischievous ideas and Facebook is a great way for parents to be sharing their creative skills,” she commented. “The popularity of tablets and smart phones only enhances the appeal of make-believe, with most games, drawing apps and educational platforms using fictional characters to bring their app to life.”

At Elf Magic, the team sees fairy tales and makebelieve as “the pure essence of childhood” and Anna says that embracing the imagination teaches children the basics of story writing, such as setting, characters and plot, as well as the difference between fiction and non-fiction.

Anna believes the best way for retailers to display the products in store is to find a way of telling a story with them.

She explained: “Bringing the magic to life in store is a great opportunity for retailers. It enables them to be creative and create wonder for children. It’s important that the innocent bubble of make-believe isn’t popped when children ask why fairies and elves are on shelves in a store – there needs to be a story, a theatre and a way of extending the make-believe.”

Philip Morris, UK & Ireland country manager at Papo, which produces elf, fairy and unicorn figurines, also shared his thoughts with Toy World. He said that the enjoyment of make-believe and fairy tale magic enhances and stimulates the imagination; which is important for children’s development.

“Role-play and imagination are very important, especially the spirit of make-believe around Christmas, and it is good to get back to the traditional toy rather than focus only on technology products,” he commented. “Any area set aside for role-play in store is beneficial with our magical items.”

Papo has already released new 2015 items in time for Christmas and is now promoting its Environment range, with the aim of building a story and message around the figurines.

Overall, it’s clear to Toy World that the land of magic and make-believe is thriving and will only get stronger as we approach the festive season. While tablets and drones often appear to be stealing the show, fairies and elves continue to live happily ever after.

The Irish Fairy Door Company 01279 408 208 | www.theirishfairydoorcompany.com

The Irish Fairy Door Company has now landed in the UK with its range of high quality handmade wooden fairy doors.

The company helps fairies from Fairy Valley relocate into human homes, classrooms, gardens and woods with its range of fairy doors which can be installed just about anywhere. The magic continues long after the fairy has moved in, with ongoing magical messages, play ideas and stories delivered to children and parents who register their fairy’s name on the website via email and an app.

Opening up a new world of imagination and creativity for parent and child alike, the doors provide a unique way for adult and child to interact and play through the power of belief.

The fairy doors, which are handmade in Ireland, are available in a variety of colours and styles.

There are also vinyl decals and add-ons available, such as fairy doormats and washing lines with either male or female clothing, to further enhance the fairy home.

Elf Magic is available in: 6” Pocket Size 10” Gift Playsets 36” Giant Elves Beautiful Hard Cover Book

info@happymummy.com

Toy World 32

Retail interview

A crafty Christmas

Deputy editor Emily Ansell Elfer caught up with Hobbycraft’s senior buyer for kids Anna Protherough to find out more about the retailer’s children’s offering.

Can you tell us a bit about Hobbycraft’s kids’ range and how it has expanded over the years?

Our range for kids has grown significantly in the last three years – we have increased floor space, introduced market leading brands and developed a strong core of Hobbycraft own brand products, particularly in painting, colouring and craft accessories. We continue to develop our seasonal ranges and this year sees the biggest, and scariest, Halloween shop we have ever had. In addition, with the Hobbycraft Club we are now able to reward our loyal customers who buy from the kids’ range with bespoke promotions and special offers, hand-picked for them. We have also Anna Protherough developed an ideas station on our senior buyer for kids social media channels to help inspire parents and children to get making, whether it’s for their school projects or to keep them entertained on rainy days and holidays.

When it comes to selecting stock, what children’s products are right for Hobbycraft?

Our mission is to get our customers making and this starts at a very young age. We want to encourage children to let their imagination run riot, explore creative play and be confident to try new hobbies. We also know that parents value activities that they can enjoy with their kids without the need to read a large instruction manual beforehand. For these reasons, we aim to offer products that are easy to supervise, bang on trend and that encourage kids to be creative and have fun.

Can you talk us through a couple of your hottest children’s products at the moment?

Science made fun is proving to be a big trend for us this Christmas with John Adams’ Sparkle Science Kit and Interplay’s Invent a Scent among our best sellers. Collectibles are also having a great year with Flair’s Glitzi Globes and Shopkins flying off the shelves. We have also seen a resurgence of nostalgic brands such as Crayola, Plasticine and Spirograph, names that parents and grandparents recognise and trust. We are even bringing back Morph for Christmas.

media profile continues to grow and our blog is also unique in the market – it attracts a substantial following for everything from inspiration with rainy day activities to information on the latest trends for children.

Are you trading with all the suppliers you’d like to be?

We are always keen to hear from new and innovative suppliers with products that they truly believe have a point of difference to the rest of the market. We love embracing new trends as they emerge and sharing them with our loyal customers.

What is your general approach to pricing?

We strive to offer the best product at market beating prices, without foregoing quality or safety. We will price match any comparable product that our customers find.

What interesting things do you see happening in the children’s art and craft sector at the moment?

Customisation and personalisation are huge trends in craft at the moment and this is reflected in a lot of the products that suppliers are presenting to us, particularly in the tween market. This is our heartland so we are very excited to see this trend continuing through to next year.

What’s your personal favourite children’s crafting activity?

Painting is a great activity to do with the kids as it encourages them to express themselves and to explore colours and patterns as well as different mark making techniques. It also doesn’t require lots of technical skill from you as the adult and can be enjoyed come rain or shine.

Why should toy suppliers be working with you?

What have you been working on for Christmas?

We truly believe in getting the product into customers’ hands for them to try and we therefore encourage all our suppliers to get involved in our in-store demo days. We are uniquely placed to offer an environment that creates a real buzz about the product and our in-store colleagues are passionate about trying them out so that they can give first-hand advice. Our social

We have some great discounts on kids’ brands planned with Play Doh, Crayola and Melissa & Doug, and lots of gifting solutions for children of all ages as well as some exclusive kits for Hobbycraft. Next on the “to do” list is looking forward to spring 2016 and sourcing some exciting new products for Easter.

Toy World 33

Opinion Is Toys R Us getting ready for an IPO in the USA?

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

market leader, if only by a whisker. At the end of August 2015, Toys R Us had an estimated US market share of 18.5% whereas Amazon had 18.4%. Even though Toys R Us’ domestic toy business in the first six months of this year had grown by 1%, it had lost share in a market that had grown by about 4%:

E

ver since Toys R Us was taken private by Bain, KKR and Vornado in 2005, the investment community has been asking when - not if - the company was going to go public again. Recent developments suggest that it could be as early as next year.

Firstly, the appointment of David Brendon as chairman and CEO of Toys R Us in July this year is a strong pointer. Mr. Brendon was not appointed because he is particularly good at toys or, indeed, any packaged consumer goods, given his background as CEO of Valassis Communication, then as CEO of Domino’s and finally as director of Athletics at the University of Michigan. However, what he does have is a gold plated record as an IPO strategist, engineering IPOs for both Valassis and Domino’s.

Secondly, his predecessor Antonio Urcelay was unquestionably much more qualified to manage Toys R Us’ turnaround. His career with the company started in 1996 and included increasingly responsible executive positions, which reached their zenith in 2013 when he was appointed as CEO of Toys R Us worldwide. Not only are Mr. Urcelay’s qualifications as a toy executive beyond question, he was also incredibly successful in every position he held, including his last stint with the company as its CEO. Hence, his departure and his replacement by David Brendon cannot be seen as an indictment against his performance as CEO, which suggests that other reasons were behind his departure.

Thirdly, Toys R Us is in much better shape than it has been for a number of years. Mr. Urcelay had put in place a plan and a strategy that emphasised doing a better job with the basics of retailing - getting rid of fat and focusing on the profit opportunities inherent in product selection, such as exclusives and private labels. Mr. Brandon said he planned to continue with many of those initiatives. “The company needs to put itself in a position where it can compete globally,” he said, “it’s about performance and execution.” So why bring in an IPO artist when his only task is to continue what his predecessor had already started?

Many analysts looked at the second quarter result and thought the company was falling off a cliff. This is definitely not the case once you look past the currency impact and just focus on the nuts and bolts of the company’s business.

Its core business, toys, grew in both the first and second quarters; its second leg, Babies R Us, was flat to down, and electronics, mainly video games, were down in both quarters.

Basically, Toys R Us is facing one major competitor in each of its three businesses, and it may be useful to look at the three components in more detail: Toys: As is implicit in the name, Toys R Us is mainly about toys. It is also the

Source: Klosters Retailer Panel

Clearly, Amazon is gaining on Toys R Us and the question is why?

The conventional answer to this question is convenience. Why visit a store if you can order what you want from your computer at home? Although, this is obviously one of the reasons, it is arguably not the overriding one. In my opinion, the main reason is that Toys R Us does not do as good a job as Amazon in terms of providing great choice at good pricing.

If you look at Amazon’s top toys in the action figure and doll categories as an example, you will find that Toys R Us has only about half of Amazon’s top sellers in its assortment, and those which it has are at considerably higher prices:

Source: Klosters Retailer Panel

This suggests an opportunity for Toys R Us to improve its competitive standing - if it monitored Amazon’s toy assortment, made sure it carried all of Amazon’s top selling products and used them as loss leaders to

Toy World 34

demonstrate to consumers that the company continued to offer the best selection at the best prices.

Also, Amazon beats Toys R Us in terms of consumer interest focused on toys. This becomes evident when looking at TickerTags’ tweet volume associated with Amazon plus toys [tan space below] on one hand and Toys R Us plus toys [blue space] on the other:

It does appear that Target’s lead over Toys R Us is narrowing, which suggests that the latter may be catching up. Nevertheless, just like in the case of toys, Toys R Us still has to do much more in strengthening its social media efforts.

Video games: Video Games are the main driver of Toys R Us’ entertainment sector. The top competitor in this sector is GameStop, the largest worldwide video game bricks-and-mortar retailer.

During the first half of this year, Toys R Us lost out to GameStop worldwide and suffered a market share decline. In the US organic sales worldwide were down by 13.6% versus GameStop’s performance which was up by 2.26%.

The US software market according to NPD during the first half this year was down by 0.9%, whereas Toys R Us’ sales were down by 8.5%. In short, Toys R Us has done very badly in this sector so far this year.

Yet Toys R Us carried exactly the same products as GameStop’s top sellers and beat it handily at price. So why the dismal performance so far this year?

There are three reasons. One is the fact that GameStop does much better at social media reach.

Source: www.tickertags.com

It is clearly no contest, and these metrics suggest that Toys R Us has to do a much better job in utilising social media in reaching its potential consumers.

Baby products: Baby products are a very important part of Toys R Us’ consumer strategy, on the premise that the expecting or young mother shopping for baby products would return at a later stage to also buy toys. It is also the company’s second largest product category.

Performance this year has been modest, with organic growth for the first six months at minus 0.6%. However, this sounds worse than it is. North America and Europe, the two largest baby food and nappy markets [in which Toys R Us is concentrated], were flat in 2014 and are expected to be marginally declining this year. In other words, Toys R Us pretty much maintained its market share.

However, the company is also facing greatly increased competitive pressure from Target stores. Target appointed a new CEO, Brian Cornell, on 31st July 2014. Just a month into his job, he declared that his strategy would be to emphasise a small number of categories that could help the chain stand out. “We’ve got to major in these signature categories and make some bold changes to reenergise those businesses,” Mr. Cornell said in an interview.

“The areas that will get extra attention, investment and pressure are baby products, including nappies, clothes and gear as well as children’s products, including clothes and toys.” The competitive target for this strategy is Toys R Us. If you examine Target’s top sellers in the nappy and baby food categories, Toys R Us has only about three-quarters of Target’s top sellers in its assortment, but those which it has are very competitively priced.

As in the case of toys described above, Toys R Us could improve its performance by making sure that it carried all of Target’s top selling products, not only three-quarters of them. It might also consider using them as loss leaders to further cement its position in the category. Also, Target continues to outdo Toys R Us in terms of consumer interest focused on baby products.

The second reason is that video games really have no place in a toy and baby product store. According to ESA’s [Entertainment Software Association] 2015 sales demographic and usage data, the typical video game consumers are predominantly males aged between 18 and 60 years of age: not exactly your typical Toys R Us customer.

The third and probably most important factor is that Toys R Us is not very good at selling video games. Unlike GameStop, where the kids behind the counter are video game aficionados themselves and know exactly what they are doing when talking to a consumer, the Toys R Us sales associates in the electronics space really do not. Unlike toys and baby products, where the consumer normally knows exactly what he or she is looking for, the sales effort for video games is typically a consultative one where the consumer asks questions, sometimes highly technical ones, and expects educated answers. They do not get these at Toys R Us. In my opinion, Toys R Us would be much better off taking the space now devoted to electronics and giving it to toys or party products.

Overall: While not overwhelmingly good, Toys R Us’ performance has been significantly better so far in 2015 compared to the last few years – that is, with the exception of its entertainment [electronics] sector. The proof of the pudding of course is in its performance during the vital second half, given the seasonality curve governing toys. Not so surprisingly, Toys R Us’ management is keenly aware of this and recognises that a possible 2016 IPO is only feasible if its top and bottom line results during the September to December period are markedly better than they have been in the past.

The national buyers at competing retailers both in the US and in Europe tell me that they are expecting a very major push from Toys R Us to achieve this.

This push, in their opinion, will include greatly ramped up advertising and social media efforts, special promotions featuring exclusives and private label where margins are better, and sharper focus on competitive product selection.

Toy World 35

Feature

Outdoor toys

Take a step outdoors…

Despite a fairly short-lived summer, the outdoor category has performed well this year and is in growth.

Emily Ansell Elfer reports.

L

ate spring to early summer saw sky high temperatures and families rushing out into the garden with their paddling pools and sunglasses, but the school holiday period saw less generous weather.

However, toy suppliers and retailers have reported a successful selling season and are already feeling optimistic about 2016’s outdoor sales.

Michelle Lilley, marketing manager – UK at Little Tikes, told Toy World: “This year has been a fantastic success for us in our outdoor category, helping to support our position as an NPD number one brand. This is a result of growth in classic areas such as sand and water and also in new categories such as trikes. The introduction of our competitively priced Cape Cottage Playhouse in three colours generated success at a new price point for this category. Our wood range remains extremely popular, seeing continued year on year growth.”

Michelle says that the company will be entering 2016 in a strong position, building on the positive foundations developed during 2015.

“Sales, coupled with investment in existing and new categories, means we are confident 2016 will be a successful one for the business,” she added.

The company will develop the sand and water trend into next year, with a stand-out new product being a water table called Spinning Seas.

Little Tikes’ inflatable offering will also see a lot of support, focusing on the Double Jump n’ Slide, Slam and Curve, Jump n’ Slide and Giant Slide. re:creation has also reported a strong 2015 for the outdoor category. Katy Fletcher, brand manager for outdoor, says that the company’s Razor brand is bucking the slight decline in the scooters and ride-ons category, being up by 25% year on year.

She commented: “At the mid-year point we were thrilled that Razor had taken three of the top five spots in the category by value. Our E90 and E100 electric scooters are really blazing a trail out there in the 1st and 2nd spots and our Electrify Your Ride marketing campaign including the first TV in spring has really driven some great results.

The unforgettable Crazy Cart has delivered some impressive results in the first half for such a big ticket item – this inspiring ride has continued to drive media coverage throughout the year.”

Looking forward to next year, Katy says the re:creation team are quite literally keeping their feet to the pedal: “We’re building powerful momentum this year that we are confident will provide a great springboard into next year. We have some exciting innovation that we will be

Hy-Pro launching at Toy Fair.”

Phil Ratcliffe at MV Sports agrees that electric wheeled products are all the rage but says that, in addition, licensed outdoor products are proving popular.

He commented: “There is definitely a move towards more electric powered wheeled toys and those which carry an aspirational point of difference. On the licensing front, Shopkins, Finding Dory and Star Wars are all in huge demand.”

The company will be launching new licences in 2016 such as Batman Dawn of Justice, the Angry Birds Movie, Teletubbies and Paw Patrol.

Phil says that the “mediocre summer weather” hasn’t dampened MV Sports’ sales or enthusiasm and that the company is well ahead of last year.

He added: “I think we will continue our momentum into next year as we have a lot of new products and licences lined up for spring/ summer.”

A company doing something a little different in the outdoor category is Hy-Pro. The Flyte Case Scooter branches out into the travel arena and allows children to exercise and play while waiting at the airport or heading to the railway station.

Simon Pickavance, commercial director, HyPro, commented: “The Flyte has opened up a new category for us in active kids travel. The market feedback has been huge as many parents were asking the question – What comes after my child grows out of their Trunki?”

Toy World 36

When asked about emerging themes in the outdoor sector, Simon said that sporting events tend to be another key sales driver for outdoor toy products.

“2015 represented a strong year of growth for us both at home and internationally. Our home market has benefited hugely from our involvement with the Rugby World Cup. Huge sporting events will always trigger more active outdoor play so we are fortunate to be working both domestically and internationally on the Euro 2016 finals,” he explained. “Next year we are already encouraged by the support shown by our European partners. England qualified with ease so our UK retail partners are also devoting strong programmes to support the event.”

Looking forward to 2016, the company plans to embrace all things sport and has an extensive range of Euro and England products. A full marketing campaign is also in place to support the Flyte launch.

Toy World approached NPD’s Rory Partis for a final thought on the category’s performance this year.

He said: “The category is in growth but behind the total market growth of +5%. I think this was in part to the weather being a bit up and down – it was a good start to the summer but then the school holiday period wasn’t so bright.”

Over the following pages, Toy World presents a selection of products on offer from companies working in the outdoor toy sector.

WWW.SHOPKINSWORLD.COM

©2013 Moose.

All rights reserved.

www.mvsports.com

0121 748 8000

Outdoor toys

Razor sharp

Emily Ansell Elfer caught up with re:creation’s brand manager – outdoor toys Katy Fletcher to hear about 2016’s plans for the Razor brand.

How has the electric scooter market fared this year?

We’ve seen incredible growth in the past year on electric scooters. Data has revealed that we are up +150% on our top selling E90 and E100 electric scooters compared to this time last year.

We are able to get a strong feel for the buzz around electric scooters online. We’re able to see from Google search trends that, since the launch of our Electrify Your Ride campaign in 2014, interest in electric scooters has grown significantly in terms of the number of searches performed online for the topic and for Razor electric scooters specifically. We’re seeing clear indications that it is picking up still further as people start their Christmas gift research online.

Which retails channels have enjoyed particular success with the category?

We’ve seen strong growth across the board, particularly online. Success online is not surprising to see as electric scooters are big box items – it’s far easier for people to have them delivered or click and collect. It’s a great channel for us in general as the online selling space enables us to truly bring the product to life through video, extensive photography and instructional videos dispelling any mystery around care and set-up of electric scooters. Both re:creation and Razor invest significant time in creating an asset rich library to help present the product range at its best.

What innovations are you bringing to the Razor range for 2016?

We’re really excited that Razor has raised the bar for 2016 to introduce Power Core

technology to electric scooters. This new range will feature a Razor-developed hub motor that has been four years in development. It will offer a high torque motor for increased speed as well as double the ride time and reduced maintenance. The more compact style of motor also enables a sleeker design and the refreshed on-trend colourways are very striking. The first product to launch will be the Razor Power Core E90 which is due in spring 2016 and, in line with Razor’s belief in delivering best-in-class at a price that is accessible to all, this new technology will be available at a price that is consistent with our existing portfolio.

What marketing initiatives are you planning to support the launch of new models?

Our Electrify your Ride campaign has delivered some great results and we found that using a brand umbrella campaign had benefits across the whole product range. With this in mind, we’re refreshing our message to take into consideration the Power Core technology while driving benefits across the full electrics portfolio.

The new campaign strapline Power Up Your Ride will feature across a 360 degree marketing campaign which will include year-round TV and PR as well as extensive use of the significant social media following the Razor brand commands. Live events proved themselves to be a great sales driving exercise for Crazy Cart and so Power Core too will be ‘on the road’ throughout 2016 including consumer events at Silverstone as well as other auto shows.

THE NEW BATTLE RACER

Contact: Malcolm Cook malcolm@mc-international.co.uk Preview Show in Hong Kong Mobile: +44 7770 60 88 58 by appointment only www.hauck-toys.com Jan. 04 – 10, 2016

Nuremberg Toy Fair Hall 2/B05-C04 Jan. 27 – Feb. 01, 2016

Toy World 38

The super fun, high energy game that gets kids active!

Heavy weight year round TV campaign

PR and social media support

Alongside our partnership with Change4Life WorldsApart will be getting kids on their feet in 2016.

For more information call Worlds Apart on: 01637 882200 or email: Sales@worldsapart.com Design & Š 2015 Worlds Apart Ltd. All Rights Reserved.

Outdoor toys

DKL

01604 678 780 | www.dkl.co.uk DKL exclusively distributes Scratch’s traditional toys and Miniland’s outdoor toys.

The Scratch range, which has recently launched, includes outdoor kites which are available in dragon, mosquito, shark or owl themes. They are also available in a 24-piece display. Also included in the Scratch range are balance bikes along with the balance bike stand.

Miniland’s plastic vehicles and garden toys are strong enough for grass, sand or gravel. Competitively priced, these plastic toys come in many different colours and sizes.

At 9cm, Miniland Minimobil vehicles can be purchased individually, in tubs or in an eye-catching CDU. Alternatively the Go Jobs collection from Miniland offers plastic vehicles such as boats or racing cars which are also available in a CDU. Also available in the Miniland range is the large Super Tractor which measures 62 x 33 x 32cm. The vibrantly coloured plastic vehicle is sturdy and durable, making it ideal for sand play.

Elsewhere in the outdoor range from Miniland is the new Giantte Deco. The 3-in-1 stacking cup toy can be used as a shape sorter, with the four different shapes doubling up as sand moulds. The shapes also feature vents through which water can sprinkle.

DKL supports Scratch and Miniland with high profile marketing campaigns which include dedicated planograms, bespoke visual merchandising and extensive social media and PR activity.

HTI 01253 778 888 | www.htigroup.co.uk HTI is further broadening its portfolio of wheeled ranges with a new wheeled toy range for SS16 from the Toy Story franchise.

HTI’s Ultimate Spiderman wheeled toy offering continues to perform.

Featuring graphic imagery of the classic superhero character, the range provides outdoor wheeled fun for a wide range of ages and price points. The new Ultimate Spiderman Go-Kart features a bucket seat, hand brake, chunky wheels and a graphic chain guard. A new Balance Bike also complements the existing range which comprises a 14” bike, skateboard, selection of scooters, quad skates and a helmet.

The company provides a range of Disney Frozen wheeled toys. Pre-schoolers can experience their first set of wheels with a Frozen training bike, 10” and 12” bikes, quad skates and a three wheel scooter. New for SS16, HTI introduces an Olaf Move n’ Groove scooter, leveraging the strength of this popular character from the franchise. For older children there’s a 14” and 16” bike, inline scooter and inline skates. The two-in-one skates can be used as inline or ice skates as they are simply converted for ice skating with the blades provided.

HTI provides a full range of Disney Fairies wheeled toys and protection gear which have been refreshed for SS16 to a new style guide.

From the Disney stable of character brands, HTI also offers Sofia the First, Doc McStuffins, Mickey Mouse Clubhouse and Minnie Mouse full wheeled ranges.

HTI’s own scooter brand, Rïpp, provides a selection of scooters and accessories for older kids. The R500, R900, Pro Series and Dirt Rider offer solutions for both track riders and allterrain.

John Adams 01480 414361 | www.johnadams.co.uk John Adams is expanding its outdoor Intex collection with a selection of new products including play centres, pool ride-ons and pool games.

The Rainbow Ring Play Centre includes a water slide, wading pool and water sprayer. The Play Centre also comes complete with three pool games; the ring toss game, the ball roller game and the toss ball game complete with six Fun Ballz. A landing mat is also included and the Play Centre can be easily emptied via the drain plug.

The Dinoland Play Centre is a Jurassic themed activity centre which boasts a moveable dino arch sprayer, as well as dino hoops and a volcanic ball roller game. With a landing mat for extra protection, the Dinoland Activity Centre also includes six Fun Ballz and wading pool.

Joining the Intex ride-on portfolio is the Puppy Ride-on, which features heavy duty handles for additional durability.

The company’s pool toys collection continues to offer a range of products for outdoor play including the Jumbo Ball, Aquarium Balls and Glossy Balls available in 16”, 20” and 24” sizes.

The new Explorer Pro 50 comes complete with a whole host of features for those who like to be on the water rather than in it. This one person boat features an all-around grab line, inflatable l-beam floor for comfort and welded on oar locks. Coming in a colourful design, it also features a quick fill, fast deflate Boston valve on the main hull chamber.

Toy World 40

#1 Toy Property in the UK*

Our NEW range for Spring 2016

Constant air.

Simply inflate and play!

Tear resistant fabric and storage bag.

Range of wet and dry inflatables.

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

*NPD UK June 2015

13/10/2015 10:04

Outdoor toys

re:creation

0118 973 6222 | www.recreationltd.co.uk re:creation is pushing towards Christmas with marketing programmes showcasing the best of its Razor scooter and ride-on portfolio.

The company’s Electrify your Ride campaign that began in 2014 has continued throughout 2015. A commitment to investment in TV, including a first spring TV campaign for electrics, is delivering further support this month. The Razor E9 has a 9mph capability, and is followed up in second spot by its Razor counterpart, the E100.

Looking ahead to spring 2016, The Powercore 90 electric scooter is set to almost double riding time and brings with it many other advances in technology. The Razor Electric Scooter portfolio has been supported throughout the year with extensive PR and will also benefit from additional TV pre-Christmas.

Kick scooters are high on the agenda for Razor with the S Sport. These scooters feature quality construction, come in different colours and their T-tubes and decks fold into a compact size. The Razor Beast Sport Scooter has been ramp tested pro ride and offers top specification.

The media coverage for the Crazy Cart ride-on has continued to pour in throughout the year. This electric ride-on has proved very popular, with press credits including the likes of Lewis Hamilton, Damon Hill and Top Gear.

In late spring 2016, the RipSurf, a new creation from Ali Kermani, the inventor of the Crazy Cart, will be introduced. The RipSurf enables riders to accelerate without the need to step off the board to push, as well as to perform surf like moves. RipSurf will benefit from extensive PR and marketing support.

Little Tikes 0800 521 558 | www.littletikes.co.uk Starting 2016 in a strong position after a year which saw garden play sell-out across a number of key products, Little Tikes is expanding its range of garden inflatables, which will be supported by a significant marketing campaign to drive awareness of the range and focus on key products including the Double Jump n’ Slide and Slam n’ Curve.

Strong sales were seen in the 2015 role play items including the Fish n’ Splash Water Table and Sizzle n’ Serve Grill. This was reinforced by numerous award wins, including three golds in three categories in this year’s Loved By Parents Awards. Playhouses remain a core area, with the new Cape Cottage in three colours proving hugely popular, reinforced with another gold award win.

The company also continues with the ride-on category with the Lean to Turn Scooters and 4-in-1 Trikes, which were supported by a summer campaign with Olympic gold medallist and World Champion Greg Rutherford. The release of the new Perfect Fit and Ride & Relax Recliner Trikes shows investment and commitment to this category. They are designed to build momentum into spring, and enhance the company’s current offering.

LeapFrog 01702 200 244 | www.leapfrog.com/en LeapBand, the first wearable activity tracker for children, encourages active play and healthy habits as users play and move with the help of a virtual pet. It is available in green, pink, blue and orange.

Jumping like a kangaroo or wriggling like a worm are just some of the physical activities children can do outdoors while they are wearing the LeapBand.

LeapBand integrates activity and comprehension while running around outside. Along with the pre-loaded challenges, parents are able to set up to 36 additional free challenges such as ‘pretend to move like a train’ via LeapFrog Connect. Children can also play on-screen games such as Pet Chef and Pet Parlour and earn energy points to help them move up through the levels and receive rewards for their pet.

LeapBand has been designed in conjunction with LeapFrog’s in-house team of educational experts and tested with families throughout its development.

High-tech features on the device include a built-in accelerometer, highresolution colour screen, rechargeable battery and splash-proof design.

Doubling up as both an analogue and digital watch, parents are also able to set school and night time modes through LeapFrog Connect, as well as select days and times during the week where LeapBand will work as a clock only, but continue to track and reward activity. Supported by Olympians Beth Tweddle and Greg Rutherford, LeapBand has been certified for outdoor play.

Toy World 42

IT’S A SCOOTER IT’S A SUITCASE IT’S A PULL ALONG TROLLEY

International distribution opportunities

To see the full range visit www.zincflyte.com Ideal for Days Out, Holidays and Adventures

Integrated deck

CE Rock ‘n’ Lightweight Secure Approved Roller folding steering mechanism

For further information, email ying@hy-pro.co.uk or call 01582 670 100

Outdoor toys

Vivid 01483 499 944 | www.vividimaginations.co.uk England footballer Harry Kane is the newest addition to Vivid’s licensed outdoor portfolio. The striker was the recipient of the PFA Young Play of the Year Award in 2015 and cemented his status as top striker having scored for England and achieving top goal scorer status for his club in the 2014/15 season. The Harry Kane range will consist of football related products and will launch in late spring/summer 2016, supported with TV, digital and press activity.

Vivid’s Phlat Ball continues to grow. 2016 sees the introduction of the new V3 Fusion which features a two-tone design and is available in three different colour fused combinations. The range will also include the Jr. Neon which is available in three bright colours: neon pink, neon green and neon orange.

The Wubble Bubble Ball was voted the best new toy in the outdoor category at Toy Fair 2015.

It is stretchy, squishy and lightweight. It is available with a pump in pink and blue and without a pump in blue and purple.

TKC Sales

01380 872 950 | www.tkcsales.co.uk TKC Sales has been appointed as the UK and Ireland distributor for The Scoot & Ride, winner of the Pre-School Category for 2015 Award at Nuremberg Spielwarenmesse.

The Scoot & Ride combines two products, the scooter and the balance-bike, into one easy handling product.

In Balance Bicycle mode, the ride-on teaches users a sense of balance, but with a simple press of a button children can transform it into a scooter. They can also push a button to convert it to a pushalong bike.

The colourful twin-one scooter and bike combination is lightweight and is manufactured with a robust design. The soft seat that rises towards the rear provides gentle grip and, in conjunction with the handle on which the height is adjustable, ensures a relaxed sitting posture.

The large diameter front wheel is made of material which has a cushioning effect, allowing Scoot & Ride products to be ridden safely and silently.

Toy World 44

MV Sports

01217 488 000 | www.mvsports.com MV Sports’ range of Shopkins scooters, accessories, bikes and helmets are designed with bright colours and graphics, and come complete with accessory sets.

The company will be launching a new Paw Patrol range for 2016.

The collection will feature all the pre-school essentials such as safety helmets, ride-ons and a 12” bike.

In light of the 2016 movie releases, MV Sports will be showcasing a Batman vs.

Superman: Dawn of Justice range featuring scooters, skateboards, bikes and helmets. To accompany this range, the company will also be offering two Avengers collections, one for pre-school and one for older boys.

MV Sports has successfully secured another Disney licence, Finding Dory. The pre-school range will feature helmet and pad sets, scooters, trikes, ride-ons and inflatables.

The company will also offer a collection of skateboards, scooters, helmets and hoppers for the upcoming Angry Birds movie.

Teletubbies will be springing back into action in spring/summer 2016 with MV Sports headlining its wheeled collection. The range will feature Po’s famous scooter and helmet, and a selection of other pre-school essentials.

MV Sports is also offering a new range of Thunderbirds Are Go scooters and skateboards which feature characters and vehicles from the series.

Bratz is back for 2016 and the company’s new range mixes bright colours and designs with established popular products. The My Little Pony range is also making an impression on retailers, with its new colourful Rainbow Dash inspired pre-school collection.

CHRIST

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TV

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RAZOR ESCOOTER SALES +100% YTD *Source: NPD EPoS sales Jan-Jun 2015 £ value **Source: EPoS sales data Jan-Aug 2015

The UK’s No. 1 Scooter Brand*

Razor Trade Ad 240x315 2015.indd 1

02/09/2015 10:47

Outdoor toys

Hasbro

0208 569 1234 | www.hasbro.co.uk The new Nerf N-Strike Modulus ECS-10 blaster features motorised blasting and can be configured more than 30 ways. A precision scope, stock with integrated clip storage, dual-rail barrel, drop-down grip, 10-dart banana clip and six tactical rails enhance the blaster’s accuracy and efficiency. It includes 10 N-strike darts, and upgrade and mission packs are available to further customise the blaster.

2015 saw a new range of Nerf Super Soakers hit the shelves. The Nerf Super Soaker Freezefire lets children freeze their friends with ice-cold blasts of water.

The Freezefire soaker’s tank has a large 0.6l capacity, can hit from 38 feet away and has a big enough opening to add ice cubes for a chilled soak.

The Nerf Super Soaker Floodfire water blaster can give a tactical advantage in almost any water battle, aa it can connect to a garden hose to save re-filling.

The moment the child disconnects it from the hose, the Floodfire becomes a pump-to-fire blaster with a hefty 1.27 litre capacity tank. The Floodfire blaster soaks targets up to 38 feet away. Whether connected to a hose for nonstop soakage or detached for a mobile attack, the Floodfire blaster gives the waterpower needed to keep the competition drenched.

Hy-Pro 01582 670 100 | www.hy-pro.co.uk The case scooter from Zinc marks Hy-Pro’s entry into kids travel. Zinc has combined a scooter with the functionality of a wheeled trolley case to create a toy for little travellers.

Flyte is a practical scooter, a pullalong trolley and a compact piece of cabin sized luggage all in one. Underneath each colourful design is a PU foam case which has a capacity of 25 litres, offering space for storing a child’s travel essentials. The soft, bouncy surface makes Flyte impact resistant and easy to keep clean.

As well as a stowable case, Flyte can be used as a pull-along trolley with soft, rubber grips for when families need to navigate busy crowds and boarding queues. Another feature is its foldable footplate, which fits in the back of the case. Users can fold this out and see Flyte take on its final form, a fullyfunctioning scooter with steering.

With worldwide patents and design rights, Zinc has created its own fleet of designs. Snapper the Shark and Olivia the Owl lead the Flyte formation, as well as Pacific Blue, Power Pink, Kids on a Mission and Black & White.

Flyte will be supported with full marketing plans throughout 2016 including a TV campaign.

GP Flair 0208 643 0320 | enquiries@flairplc.co.uk New range Messi Footbubbles turns a regular bubble into a foot bubble that can be juggled with the player’s feet by using the solution and wearing special Messi socks.

Kids can blow a bubble from the solution and bounce the football sized bubble on their feet without it bursting.

Zoingo Boingo, a pogo style stick available in three colours, is new for spring 2016. Zoingo Boingo features a sure-grip foot platform surrounding a bouncy ball that is connected to a stretchable cord with a custom grip handle at one end, suitable for both pavement and grass.

HoverTech combines battle, precision and the latest technology for outdoor play.

HoverTech Battle FX includes two target sensors and a set of blasters. This flying toy includes a built-in floor sensor that enables the drone to hover just 1.5m+ above the ground. An altitude timer allows the HoverTech Battle FX drone to hover for outdoor use. The lineup encompasses two flying drones and each SKU features guns and darts.

Toy World 46

Outdoor toys

Worlds Apart

0800 389 8591 | www.worldsapart.com Football Challenge from Worlds Apart will get a kick start in France next year with the signing of a partnership deal with Dujardin.

Football Challenge is a football training game for kids and can be played both outside and inside. The game includes a soft football to shoot at the electronic goal, which knows where the ball has been kicked, keeps score and has audio feedback that encourages players at all times. The goal is divided into point zones so children are rewarded with extra points for more accurate kicks.

The company anticipates that this new game will become a must-have for retailers to celebrate the 2016 European Football Cup tournament in France.

Dujardin launched in 1947 and has evolved as a key toy specialist in France over the last 60 years. Part of the TF1 group, it was rated number one on TV for games in France according to NPD Christmas 2014 figures.

Football Challenge will launch in January in the UK and Europe and will be supported by a heavyweight TV campaign in France.

H. Grossman 01416 132 525 | www.ozbozz.com This year Minions are starring in the Grossman range which includes outdoor products, scooters, bikes, skateboards, satchel skateboards, inline skates and pogo sticks. It also includes pocket money items such as yoyos, bubble wands, balls and fingerboards.

The Speedy Scooter is designed for children who want to know how fast they can go. The aluminium deck and steel T bar steering deck provides stability, and comes in a variety of colourways. The standout feature is the easy to read speedometer. Users can choose to log their speed in km or mph and the speedo records its fastest speed.

The Ozbozz brand includes My First Scooter, the Twist and Trail and Cosmic Light scooter ranges. The Twist and Trail scooter is made for smaller children who need more stability. The Trail Twist has a rear brake and soft co-ordinating hand grips, and is available in many colours and across character licences including Minions.

The Cosmic Light Scooter has three PU wheels which provide stability for younger children as they develop balancing skills. Featuring a light-up flashing deck that enables kids to be seen, it also folds flat for easy portability and storage.

The Torq scooter range has been designed with a tough aluminium chassis and a nonadjustable one piece T bar system. The high strength steering bar is fitted with a triple stacked clamp, with a 360 degree rotational mechanism for high impact turning.

Grossman’s Elektra brand encompasses hog trikes and scooters alongside other outdoor wheeled products. The brand is designed in neon colours and includes matching safety gear. Flashing lights can be set to static or flashing, with an adjustable seat position and sturdy tubular frame all adding to the safety features.

Bananagrams 020 7298 9500 | www.bananagrams.com Jumbo Bananagrams is a supersized version of the best-selling word game, Bananagrams, which is designed for family outdoor play and rainy day play.

Jumbo Bananagrams is a giant version of the original international word game, which has been recognised and highly rated by the Good Toy Guide. It features 144 waterproof, three-inch square tiles packaged in a giant yellow banana-shaped tote bag.

Requiring no pencil, paper or board, Jumbo Bananagrams is educational play for kids age five to 105, at home or on the go. Players race against each other to build giant crossword grids and use all their letter tiles.

Toy World 48

Outdoor toys

Hauck Toys 07770 608 858 | www.hauck-toys.com The new official Nerf Battle Racer from Hauck can carry up to four Nerf blasters and seemingly endless rounds of Nerf darts.

The Nerf Battle Racer includes ball bearing hubs for friction free running, a lever controlled free-wheel option, hand brake and tool free adjustable bucket seat with yet more storage for blasters and darts.

Also new is the Hauck Batmobile. Ever popular, Batman is set to have an exceptional year in 2016 with two major films on release.

Other Super Heroes with a new major movie out in June next year are the Teenage Mutant Ninja Turtles, which will feature on four Hauck ride-ons including go-carts, a big wheel trike and a new child’s first go-cart. This little ride-on features the Teenage Mutant Ninja Turtles characters the Half Shell Heroes. It also comes in Dora The Explorer and Sponge Bob Square Pants versions too.

Hauck’s range also includes go-carts, trikes, balance bikes and a two-seater wagon designed for play, shopping, picnics and festivals.

Peterkin UK 0116 254 3645 | www.peterkin.co.uk Since acquiring Brookite in May 2015, Peterkin has been busy working on plans to develop the brand in 2016 and beyond.

The result is that the 2016 Brookite range will be re-launched with a new logo, updated packaging and improved specification, to maximise the kite flying experience. The range will focus on best-sellers, such as the 3D Red Kite, the Harrier and Hunter Stunt kites and the Shark, Skyray and Spooky Bat fun kites.

The Harrier and Hunter are both dual line stunt kites that fly through the air at speed and are reactive.

The Red Kite bird of prey is a 3D single line kite, whilst the Shark, Skyray and Spooky Bat are all single line kites.

The Brookite brand ranges from zip-up pocket kites to quad line power kites and caters to all kite flyers’ requirements.

Interplay’s My Living World kits actively encourage kids to get outdoors with a handson approach to exploring nature and the wonders of the natural world.

Each kit has been developed by nature experts and includes detailed activity guides.

Top selling kits include Ant World and Worm World which are perennial best-selling lines.

Butterfly World is a firm favourite with both retailers and consumers and sells strongly through the spring and summer seasons. For sub-£10 offerings, the Bug Safari Kit provides children with insect hunting activities. Snail World, Ladybird World and Spider World deliver expert hints, tips and insights into these little creature’s lives. New to the range is Instant Flower Press, a gadget that can press and dry flowers in seconds.

In all, the range consists of 10 activity kits all designed to encourage kids to explore and discover the world around them.

Golden Bear’s My First JCB Big Wheeler Freddie features a green plough.

Kids can use the plough to rake sand or soil and the plough folds up when not in use and can be removed altogether for indoor play.

A.B. Gee of Ripley 01773 570 444 | www.abgee.co.uk A.B. Gee of Ripley supplies a selection of high quality brands from leading toy manufacturers, including MGA Entertainment, Hasbro, Mattel and Dolu.

From the 75,000 sq ft head office and distribution centre in Derbyshire, A.B.Gee of Ripley supplies wholesalers, large high street outlets, online stores and independent retailers.

The company offers the opportunity to order in singles or in larger quantities, as required by the customer.

It stocks a range of products, from beach buckets and spades, paddling pools and outdoor games through to slides, scooters and children’s bikes.

Toy World 50

The Y Velo Junior Balance Bike from Yvolution offers increased stability provided by two back wheels. As children get older and develop better balance, parents can remove one of the back wheels.

The Y Velo Single Wheel Balance Bike is aimed at older preschoolers, with only a single wheel at the back.

Also in Yvolution’s range of balance bikes is the Y Velo Twista. With two modes available, the bike transforms and grows as the child’s confidence increases.

The Y Fliker Air Series Scooters are lightweight and available in different sizes and colours. The Y Fliker Lift Scooter comes complete with a twist and fold mechanism for easy transport and storage.

Your favourite game but...

BIGGER This super-sized, yet portable, version of our popular word game BANANAGRAMS® is ideal for word-play on a large scale, indoors or out.

Includes 144, 3” x 3” water resistant tiles.

+44 (0) 207 298 9500 sales@winningmoves.co.uk www.bananagrams.com

TKC Sales Ltd. The Old Spitfire Hangar, Steeple Ashton, Wiltshire, BA14 6EP, UK T: 01380 872 950, F: 01380 872 969, sales@tkcsales.co.uk, www.tkcsales.co.uk

viewpoint Toy World shares insight and opinion

Richard Gottlieb Global Toy Experts

India attracts toy manufacturing: why now?

Hasbro is making a bet on manufacturing in India and it’s not the only one. According to an article in The New York Times by Keith Bradsher, so are Foxconn and General Motors. The article, “India’s Manufacturing Sector Courts the World, but Pitfalls Remains,” opens with this compelling statement: “Hasbro still sources expensive, complex toys like the electronic FurReal Friends from China. Hasbro also has contracts for production in Turkey, Indonesia, Vietnam and Mexico. It has moved most aggressively into India, where Hasbro buys from several sizable factories, and another is planned.” But why is Hasbro moving production to alternative countries? And more importantly, why India and why now?

The first thing to understand is that moving manufacturing out of China is not an easy decision.

David Ripley Groupon

Back to the Future

Late October saw a flurry of Back to the Future Day activity, driven by the second instalment of the movie franchise released in 1989 focusing on a key date that Marty McFly travelled to in the second movie – 21st October 2015. The inevitable

China offers an outstanding infrastructure, savvy, veteran management teams and efficient systems. I think, more importantly, there are very long and very deep relationships and friendships between western and Chinese / Hong Kong companies. Secondly, moving out of China is not a new idea. Toy and other industries have been manufacturing in Vietnam for years. To make my point, here is a quote from an article, “Corporate America’s China plus one strategy”, written in 2008 about the notion that manufacturers should have at least one factory located in a country other than China: “As China is getting wealthier, and its population older, it is getting more expensive to manufacture there. Wages are rising and so are the prices of commodities...”

Here are some thoughts on what is happening in China and India that may explain why Hasbro has taken this decision :

India 1. India’s Legal System - India was a former British colony and as a result employs English Common Law with its strong respect for property rights (physical and intellectual). Western companies find this far more comfortable.

2. India’s Giant Labour Force - According to Bradsher, 10 million new adults enter India’s labour force every year and there are not enough jobs for them.

That means lower labour costs and fully manned factories.

3. India’s Open Door - India is aggressively recruiting new manufacturers under its “Make It In India Programme.” According to Bradsher “foreign direct

comparisons were drawn between what the movie predicted and the reality of life in 2015.

Much of what was predicted in the second Back to the Future movie in 1989 has indeed become reality in the 21st century, such as flat screen televisions, personal drones, mobile payment technology, tablet computers, video conferencing, biometric devices; hands free gaming consoles, wearable technology, smart phones and video glasses.

Congratulations to those industries that managed to convert fantasy into reality. The toy industry managed to contribute three of four products – tablets (with a little help from Apple), hands free gaming consoles (with the help of Nintendo) and personal drones. However the most impressive and memorable technology in the movie, the hover board, has become an elusive product thus far, but one that I am confident will not be a Mattel development as per the shameless brand placement in the original movie. For now

Toy World 52

investment in India is up 46% over the last two years. It is down 1.3% in China.”

China 1. China’s New Worker – Not that long ago, China’s young workers were willing to move hundreds of miles for a factory job; not so much anymore.

Today’s young worker is a product of China’s “One Child Policy.” These children, nicknamed ‘the little emperors’ when they were children, have been understandably indulged by their grandparents, aunts and uncles. They have no brothers and sisters so they have not had to put up with older siblings nor learn how to get along with younger ones. They are a management challenge.

2. Chinese Labour Shortages - China’s workers have become better educated and desire white collar jobs. This has resulted in labour shortages that not only impact wages, but present a challenge to getting orders out the door.

3. Chinese Labour Costs Are Up - Because of numbers 1 and 2, labour costs have been steadily increasing in China for years. When the cost of labour goes up, it has a significant impact on manufacturing cost.

Despite all this, China is still the place to be – for now at least. Strong interpersonal relationships and a powerful infrastructure will continue to make it hard to leave. Still, things are changing and companies are hedging their bets. It will be interesting to see how the situation develops.

we will need to settle for the value engineered Segway type products that are sure to be a hit this Christmas.

The various iterations of the traditional UK October half price toys sale looked impressive this year across the board. Stores that deserve a special mention include Tesco (possibly the largest October toy sale range for many years) which had a great mix of brands located in prime space. Sainsbury’s and Asda both had significant activity with floor stack programmes and TRU had a strong sale offer from feature space at front of store. I would be very surprised if the strength and depth of the Grocery Toy offers for Q4 in general did not increase their share of toy retail market for the full year.

For those of you planning to catch up with the Star Wars SAGA movies on a weekly basis ahead of Episode 7 release on 18th December you need to get started, only seven weeks to go.

Brand profile Nickelodeon and The Entertainer partner for exclusive range

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ickelodeon and The Entertainer recently announced a partnership to develop a range of Nickelodeonthemed products, including craft sets, science kits, a magic box and joke kit. The initial 26 SKUs were launched in early October, and the range will be supported by extensive PR and marketing activity to consumers across Q4 and the key Christmas buying season.

The STEM (science, technology, engineering and mathematics) range comprises 14 science kits including Nickelodeon Glowing Gunge, Explore the Body and Exploding Booms. The range is designed to improve children’s spatial awareness, ability in maths and logical thinking.

Rebecca Rees, head of marketing & licensing at The Entertainer, commented: “It is important that parents have the opportunity to purchase toys for their children which help develop key skills and equip them for later life, whilst at the same time giving them the chance to

explore and learn more about any of these sectors which are of interest to them.

Our website, www.TheToyShop.com, will also have a dedicated STEM page with further information to advise parents on the benefits of STEM and to support this we will also introduce STEM via our social media channels using the hashtag #whatisSTEM?” The Entertainer has created a character for each of the STEM categories to engage children. Kevin Fry the Science Guy is full of natural curiosity about the world around him, whilst High Tech Hannah is a keen inventor. Suzie Wrench encourages children to get building, while Craig Calculus is happiest with his head buried in a bumper book of sums. All the characters will feature in the online marketing activity.

PR activity will include product reviews, competitions and sampling to national consumer media, online portals and bloggers, plus key sell-in to gift guides across the Christmas season. The range was also featured in all Entertainer store windows across the October half term.

Toy World spoke exclusively to Stuart Grant and Rebecca Rees, head of marketing and licensing at The Entertainer, as well as Marianne James, vice president of consumer products UK and Ireland and European retail sales and marketing at Nickelodeon and Viacom Consumer Products, to talk about the new range TW: How did the partnership come about?

MJ: These things don’t happen quickly. I first sat down with Stuart over a year ago, and we looked at how our business had grown together. We thought “You have a great range of own-brand products, we have a great brand name, together we’ve got a great partnership – can we build on that collaboration by working together on a range that combines those strengths.” The timing was right for both of us and I’m really pleased with the way the range has turned out.

TW: Do you see this as a long-term partnership?

MJ: From our standpoint, we’re definitely in it for the long-term. I would love to see the range grow and develop over the coming years. In fact, we’re already looking at how we can expand the range into other categories.

SG: As you can see through the commitment of producing a TV advert, instore branding and the planned in-store activity next year, we absolutely see this brand as a long term opportunity. We would not be investing anywhere near to the levels we have for a short- term buck.

TW: I gather you’ll be TV advertising the range in the run-up to Christmas…

RR: Yes, we’re very excited about that. TV advertising is a relatively new approach for The Entertainer. We did some initial TV activity in spring/ summer, but this will be our first-ever autumn/winter TV campaign. It’s a big step forward for us. The campaign will start in November and there will be two solid months of advertising. The creative is really strong too, and Nickelodeon’s channels offer us the perfect platform to make a great impact.

MJ: The Entertainer has a fantastic presence on the High Street, and we’ll be supporting them to help create a really strong in-store presence to support the TV activity. It’s the perfect combination.

TW: Why did you decided to promote the range at 50% discount on the first weekend it was in-store?

SG: This was always the strategy, the market, as we all know, is highly competitive and consumers are expecting great value even when they are buying great quality product with great quality brands. I cannot think of more than a handful of licences we will sell this Christmas without some kind of consumer promotional mechanic.

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New faces at Toy Fair 2016 With Toy Fair just around the corner, Toy World’s Clarabel Jones spoke to the show’s new exhibitors to discover their motives for joining and what new ranges they’ll be bringing to the show.

Dean Tempest Big Potato

Exhibiting at Toy Fair for us is the equivalent of a band playing a gig in their home town. We’ve got a whole host of new games, and the first place we want to show them off is London. Not to mention that a lot of our friends will be there, so it’s a great place to bump into some familiar faces.

At Big Potato we’ve been very busy, with five new games to show since we were last at the show. Qwordie is the strange but beautiful love child of Trivial Pursuit and Scrabble. Mr Lister is like a Wild West shootout, but with brains for guns.

Obama Llama is a bonkers rhyming charade game and Bucket of Doom is our death-dodging party game. We’ve got a surprise curveball of a game to show off too – but we’re keeping that one a secret until the show.

At Toy Fair 2016 we will be offering exclusive show deals to visitors. We’ll also be giving away loads of fresh produce at our fruit and veg stall. Come on over for a tangerine or a tomato and see what else we’ve got in the Potato Shop.

Pawel Krak Trefl

Trefl is the biggest jigsaw puzzle manufacturer in Central Europe, running two factories, both located in Poland, and selling its products to over 50 countries worldwide. Despite our strong position in Central Europe, markets in Western Europe cover an important part of our sales as well. Since 2014, the UK has become our number one market in Western Europe, so we have decided Toy Fair is the best way to get closer to customers. The potential that the UK market holds for our products is still very large and we believe Toy Fair is a great opportunity for us to better understand customers’ expectations and to reach the companies we do not work with yet.

Trefl’s range in 2015 includes over 500 SKUs in nearly 20 jigsaw puzzle lines. On top of these we have board games, playing cards and arts and crafts items. At Toy Fair 2016 we will focus on puzzles, showcasing all of our bestsellers. We will also be showing off our puzzles that are targeted at adults as well as children, which are based on well-known and popular characters. Toy Fair will also see us display our new lines of puzzles that we are currently working on, which we believe current and prospective customers will find very exciting.

At Trefl, we are very flexible and always make sure we listen to our customers. As a result of this, we are open to discovering visitors’ needs and expectations regarding our puzzles, so that we can improve them and create even more exciting products.

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Timothée Dumain Morning Players

Earlier this year we started distributing our games in the UK. We feel that exhibiting at Toy Fair 2016 is going to put a face to the name of the Morning family, and we want to be part of the atmosphere that comes with the show.

We will be showcasing our extensive range of cubes, our in-house release Kumo Hogosha and the new Stonemaier Game, Between Two Cities. We will also be showing off our brand new party game Gobb’It. Exclusive show deals will be on offer to our visitors at the show.

We will be announcing special offers and deals on our social media – so keep an eye out for that.

Ian Harkin

John Pryke

Our ranges are broken up into seasonal themes. At Toy Fair, we will be offering a spring/ summer range with specific show terms.

Our Lottie doll first came to the market in August 2012.

Since then, and up until recently, we worked with Marbel to distribute our product in the UK and Irish markets. We focused on building the brand in the first three years and are now selling in 30 countries. In June 2015, we started distributing Lottie ourselves. We have chosen to exhibit at Toy Fair 2016 after deciding that it was important to get closer to our retailer partners in our home market.

Internationally we have a really strong presence in department stores with David Jones in Australia, Lotte in Korea and Metro in Indonesia, and are in the largest bookstore chains in Canada, the USA, Norway, and also in card store chains. In total we are in over 3,000 toy stores worldwide, and are making great headway. Our next goal is to turn Lottie into the leading doll brand in the UK within the next two years, just like Sindy was back in the day, and we hope attending Toy Fair will help us with this endeavour.

In the past year we have kid-sourced a lot of our Lottie doll and accessory product development, developing ideas provided by real girls and our loyal highly engaged customer base and bringing them to the market. At Toy Fair, we will be showcasing these developements, from our Lottie Gold Collection STEM range to sports, outdoor and fun imaginative play, with a continued focus on relatable and child-like play themes.

We will also be showcasing some of our new creations for 2016, which will include a doll house for the first time.

Having been associated with the games industry for nearly 30 years, as a past exhibitor, licensee and interested bystander, I have always enjoyed Toy Fair. It is a shop window for the UK and Irish markets and has a good presence of international companies, all seeing what the UK can offer. It is exciting, and yet it retains a relaxed atmosphere where you can investigate new products, catch up with old industry friends and also make new ones whilst learning from the fair, seeing what’s on show and hearing all the latest trade gossip.

At the 2016 show, The Games Gang will introduce its reinvented series of classic games which include Extreme Tic Tac Toe, Noughts Or Crosses, Snakes and Ladders, Ludo With A Twist, Draughtsmen and Outnumbered. Our new word game Letterbox will also be revealed.

Letterbox uses lowercase letters and double letters, is simple to score and gives players the ability to move opponents’ letters or pinch their unused letters – all on the roll of a dice.

We will also be showcasing our children’s activities range, CleverBox, which is based on the well-known fact that, whatever you buy a child they always end up playing with the box. All boxes contain stand-up play figures, templates and structures for children to make into many different buildings and stickers. Most importantly, the boxes let the child’s imagination run riot in 3D. The range includes boy and girl options, enabling them to become pirates, princesses, farmers, cowboys, spacemen or whatever their imagination decides.

Our new concept in board game packaging and play is featured in all our board games, and Toy Fair will see the unveiling of our Six Fold games board and our Switch and Move dice.

We are looking to bring something new to the board games industry that stops excessive packaging, gives better value and has new play features, so we have looked inside the box rather than outside it for the first time.

Games boards were traditionally folded in two, up until the early 1980s, and then into four.

However, this still meant that each games box contained excessive space and fresh air. This ends up being packaged, freighted across oceans and put on lorries, and takes up valuable storage and valuable prime retail space. This results in a negative environmental impact, also costing the retailer and customer more.

Our trademarked and design protected boards (both round and oblong) have been designed to fold into six, enabling them to go into a smaller retail box (20cm x 13.6cm), and yet, they still open to reveal a full sized traditional board (38cm x 38cm).

Our smaller and more conveniently packaged boxes have the same front profile as a DVD, but still contain everything you would expect with a quality board game. A full-sized game in a compact box can be taken anywhere, in your rucksack or wheelie bag for your travels and even in granny’s handbag. Our games can be displayed on your coffee table, DVD or book shelf, making it easy to access for spontaneous enjoyment and with quality and playability to be cherished.

Any orders placed at the show will receive a special one off discount.

Arklu

The Games Gang

Eliana Perdios Alphabet Pie

Historically, Toy Fair was the place for new manufacturers and brands to showcase their newest lines and make an impressive debut. Our new product, Nutty Putty, is less than a year old and has already received a fantastic response since its launch at Spring Fair 2015.

It is essential for us to be at Toy Fair 2016 to show existing and new retailers how quickly this brand has grown in just under a year. Toy Fair is also a great way for us to make new contacts, as well as nurturing existing relationships. The growth of Toy Fair over the years and its popularity with both big and small companies makes it the must-do event of the year for anyone serious about toys.

By taking part in various festivals over the summer, we noticed that Nutty Putty was also appealing to older children. We took this on board and have added various themes to our current range to include tweens and teens. Children can now make their own keyrings and can decorate their own purse and iPhone cover with Nutty Putty, making it more appealing to a social demographic often overlooked by arts and crafts brands.

We will be offering exclusive show deals to visitors. We also welcome interest from retailers in Ireland and the Channel Islands, as we are yet to supply any retailers there but have had a great amount of interest from that part of the world on our social media sites.

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Feature

Q1 ranges

Another year over…a new one just begun

Emily Ansell Elfer speaks to companies launching new products in Q1 and discovers the importance of postChristmas stock for retailers…

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ith suppliers and retailers concentrating on the Christmas rush, Q1 is not always the first priority. However, releasing a product just after the festive season does have its advantages – many children see January as a time to spend their Christmas money and an opportunity to build on their playsets with new characters and vehicles.

VTech’s senior brand manager Charlotte Drake says Q1 is a very busy time for the company and early next year will see a lot of additions to current ranges as well as new developments.

She commented: “Adding to the ever successful Toot-Toot Range, VTech will be introducing a new world; Toot-Toot Splash. Q1 will also see several additions to the Toot-Toot Drivers and Animal lines, with the inclusion of Toot-Toot vehicles as well as domestic animals, allowing children to expand their world by including household pets.

“Expanding the Toot-Toot range to include the already award-winning Toot-Toot Friends will allow children to build on their already established Toot-Toot world with either big playsets or individual items.”

Charlotte explained that the Toot-Toot range includes smaller items, such as the individual vehicles, which makes it ideal for post-Christmas spending as it caters for more impulsive purchases.

However, Charlotte admits that are always a few challenges when launching products in Q1: “The January sales mean that prices are brought down and consumers also feel they have less money to spend after buying their Christmas presents. However, having items with varying price points as well as ranges with strong collectibility means we’re confident in what’s to come,” she commented.

Tomy also has new product launches planned for Q1. Head of marketing Emma Fryer told Toy World that being able to build relationships with consumers and retailers early in the year is a top priority.

“Q1 is an extra exciting time for Tomy. Not only are we celebrating Pokémon’s 20th anniversary with limited edition mythical figures and plush, we’re also launching our third new Disney film range in less than one year – Zootropolis arrives in the UK this March,” she added. “Couple this with new toys from Disney Pixar’s Inside Out and The Good Dinosaur films and it’s like a second Christmas. Of course, this is all in addition to the continued product innovation one expects from brands like Lamaze, Aquadoodle and Tomy Infant & Toddler; for example, beloved Lamaze character Freddie the Firefly steps out this spring with

a new gym, highchair toy and rattle.”

Emma says that many companies tend to focus on only one or two product launches for Q1. However, Tomy launches new products across all of its brands, enabling it to reach a huge scope of consumers.

“To ensure successful launches and breakthrough after the buzzy Christmas season, we stay focused on the right opportunities, price points and product innovation,” Emma added.

Mark Hunt at Character Options says there should be “good pester power” from children in January, making it an ideal month to launch product.

“Retailers are launching new ranges in store, in catalogues and online, therefore it’s important to get new ranges visible amongst a busy trading period,” he added. “Teletubbies is our biggest launch in January. We have a comprehensive range that includes collectible and feature plush, figures, interactive playsets and novelty. We have a multi-faceted PR and marketing plan that should capture the hearts and minds of a new generation of Teletubbies fans, as well as their parents.”

Ginette McGee at Toytown Seaford offered Toy World a retailer’s perspective on Q1. She says the company tends to have new launches going out on the shop floor the day after Boxing Day, from key suppliers such as Lego, but she tries to keep the price points low.

“I’m generally wary of price points higher than £20, as people are very conscious of just how much the festive season has cost them and, if they’re anything like our family, they’re struggling to find space for all the new additions to the toy chest at home,” Ginette explained.

However, there are often new film releases as half term approaches, so an FSDU of related product can make the store look up-to-date without any drastic changes.

“The big film release this year is seven days before Christmas though, so we expect to have a lot of demand for Star Wars product throughout Q1,” said Ginette.

Ginette went on to say that certain brands traditionally perform well in the immediate aftermath

Toy World 56

of Christmas. One of these is Sylvanian Families, where a child may have received a large building and is now looking to fill it with furniture or figures. Another is Bigjigs, where children may wish to add an extra track or accessories to their new train set.

Also offering a retail viewpoint, Stephen Barnes of Toy Barnhaus told Toy World that putting fresh stock on the shelves after Christmas is vital and key to having a successful January.

“There are always lots of new lines launched in January, and it helps freshen up the store. It is also an advantage for the independents to take stock in early while the larger retailers generally do not get things in until February,” he explained. “There is a definite halo effect after Christmas into January with children having Christmas money to spend. There is a peak early, but not all kids spend their money in the first week and you will see it throughout the whole of January.”

Stephen says there are lots of factors to consider when it comes to selecting Q1 stock, but it really helps if a product is an extension of an existing range.

He explained: “Kids like to buy these new lines with their Christmas money as a lot of them will have all the current lines. Also, new ranges really help freshen up the store and provide a new vibe for the new year.”

Over the following pages Toy World showcases a selection of products launching in Q1.

MAKE SURE YOU’RE STOCKED UP ON THE BEST NEW 2016 TOYS Supported by TV, VOD, Digital, Social and PR

Disney’s next blockbuster hits theatres 25th March Range includes figures and playsets, role play, and feature plush

Supported by TV, VOD, Digital and Social

Build on the success of Disney Pixar’s hit film New characters and updated favourites

© Disney

DVD release in March New characters and re-imagined favourites

Supported by TV, VOD, Digital, Social and PR

Supported by TV / VOD, Digital, Partnership, Social, Events and PR

Continued travel innovation More colour than ever

Call the sales department on 01392 281928 or email ukcustomerservices@tomy.com © TOMY

Toy World_TOMY_315x240mm_Gotham.indd 1

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Q1 ranges

Jazwares 0203 598 5119 | www.jazwares.com

After a successful launch this year, Tube Heroes are still high on the agenda for Jazwares this spring, with collectibles being added to the already popular range of figures and plush which emulate YouTube stars.

Tube Heroes represent the best of today’s online entertainment and unify a power-packed portfolio of cyber celebrities including CaptainSparklez, Sky and Dan – The Diamond MineCart (TDM) amongst 37 others.

New miniature heroes will also be added to the plush and action figures this spring, which can be collected as a five pack. These detailed mini figures are 1.75” and make the perfect entry level purchase to start off a Tube Heroes collection.

The online stars will also be available in the form of a Mystery Tube PDQ for Q1, with 19 different figures to collect. The Mystery Tubes PDQ mini figures are also 1.75” with each tube containing a figure and a unique bio card for that specific character.

The hottest Tube Hero of the moment, Dan TDM, has a new key line, the TDM Diamond Dimension Pack. This pack includes 2.75” TDM and exclusive Dr. Trayaurus figures plus a Minecart with rolling action, which each of the figures can fit into. A bow and quiver are included and can be used with the figures to re-enact scenes from the Diamond Dimension, TDM’s own created world.

Epoch making toys 08435 574 062 | www.sylvanianfamilies.net Epoch’s art and craft brand Aquabeads is set to expand in 2016 with the highlight of its range to be unveiled at Toy Fair.

Epoch plans to build on the success of the themed refill set range, with new releases including Animal Friends, Crystal Charm and Dazzling Ring. The Dazzling Ring set provides templates for several ring designs and comes with over 400 beads, three template sheets and six ring bodies. The Bead Picker and Easy Trays are also now available as accessory items.

Epoch is also encouraging Aquabeading on the move with its new Mega Bead pack which comes with over 2,400 beads and a shooting star bead case.

Q1 will see Epoch expanding the Sylvanian Village Life range. The Brick Oven Bakery is a key new product and the company predicts it to be a favourite amongst fans who collected Sylvanian Families in the 80s and are now introducing it to their own children.

Connectability remains a core selling point for all new Sylvanian Families products. The Brick Oven Bakery connects with the Cosy Cottage, Toy Shop, Country Tree School, Beechwood Hall, Forest Nursery and the new Boutique.

Accompanied by the Hedgehog Mother figure, this product comes complete with 52 extra pieces.

Additional furniture and accessory sets are also new for 2016. The new Classic Furniture set contains extra furniture for the Cosy Cottage Starter Home, continuing the company’s focus on recruiting new fans to the brand.

Golden Bear 01952 608 308 | www.goldenbeartoys.com Golden Bear is heading into 2016 with new additions to its Twirlywoos collection. Inspired by the popular TV programme created by Anne Wood, the new toy range will be headed up by the Run-along Fun Sounds Twirlywoos.

The Run-along Twirlywoos will be available in all four characters; Great BigHoo, Toodloo, Chickedy and Chick, with each character saying their signature sounds as they run along. Designed to reflect the core focus on laugh-out-loud child humour and slap-stick comedy found in the programme, the Run-along Twirlywoos will come in ‘try me’ packaging for a hands-on approach in store.

The line will launch in January and will be supported by an extensive campaign across TV and digital platforms as well as PR activity. The Twirlywoos range will also see new introductions in the form of the Quacky Bird soft toy which has flapping wings and bird sounds.

The company’s Hey Duggee range will also see new additions including a Talking Duggee soft toy, which features Duggee’s signature woof woof sounds from the CBeebies TV programme based around Squirrel Club leader Duggee and his squirrel club members. Enid, Duggee’s pet cat, will also join the soft toy assortment in the spring.

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Q1 ranges

Posh Paws 01268 567 317 | www.poshpawsinternational.co.uk The beginning of 2016 will see the launch of Disney’s movie Zootropolis in the UK. Posh Paws’ plush line-up includes an assortment of small plush and a large choice of 10” characters from the film.

Disney will bring a classic movie back to life in April with the new release of The Jungle Book. Posh Paws will launch a plush range of The Jungle Book’s favourite characters including Baloo, King Louie and Kaa. The release of Star Wars: The Force Awakens and The Good Dinosaur at the end of 2015 means that strong demand for product will continue throughout January and spring/summer, with the DVDs set for release in early spring. Posh Paws’ range of classic Star Wars and The Good Dinosaur characters will be available to retailers throughout 2016.

Kung Fu Panda will hit cinemas this Easter, and Posh Paws’ evergreen collection offers retailers a choice of DreamWorks’ most successful properties.

The company will be launching its new Miles From Tomorrow plush products and a range of small plush and 10” items will be available at retail for spring/ summer 2016.

Posh Paws will also be introducing new bag and backpack lines from Minions, Care Bears, The Furchester Hotel and Thunderbirds. It will be launching some standout products throughout Q1 and Q2, from Elmo and Cheer Bear plush backpacks to Thunderbirds Vehicle bags and Minion backpacks.

Hornby Hobbies 01843 233 525 | www.hornby.com Hornby Hobbies is presenting a new range of Corgi Thunderbirds models based on the original series. The selection, launched to coincide with the 50th anniversary in 2015, includes International Rescue’s fast actionresponse vehicles, Thunderbird 1, 2 and 3, and the pink six-wheeled Rolls Royce owned by Lady Penelope Creighton-Ward.

Consumers can recreate 007’s famous car chases with the Corgi DB10, a 1:36 miniature of the Aston Martin DB10 as featured in the movie Spectre.

The world’s most popular fictional locomotive from the iconic railwaythemed series and the UK’s leading model retailer are teaming up to re-launch Hornby’s Thomas the Tank Engine collection of train sets, locomotives and rolling stock.

Building on the success of the 2015 Anniversary of the Battle of Britain sets, the company has high hopes for the Airfix Dogfight Doubles gift sets launching this spring.

The beginning of the year also sees the release of Hornby Hobbies’ new Scalextric ARC AIR Powerbase, which can be added to any existing Scalextric track. With an app that can calibrate the cars’ team with vibrating wireless controllers, the new system adds another dimension to track racing by recreating wet weather driving conditions.

GP Flair

0208 643 0320 | www.flairplc.co.uk Spring will see Flair build on key collectibles, adding new brands to the boys’ and girls’ portfolios.

Shopkins will move to series four, bringing more characters to collect.

Garden and party time themes will be launched and the new Shopkins pet shop aisle will introduce new Petkins collectibles. Playsets and accessories will be added, including a Sweet Spot playset that has a working gumball machine.

Also new to the Shopkins range are Shoppies dolls. Each has their own personality, outfit and accessories, and comes with two exclusive Shopkins characters and a code to download special features from the Shopkins app.

Cicciobello Sunny is a new addition to the Cicciobello family, complete with sun safety accessories for Cicciobello and his owner.

Pet Parade will see new kittens and puppies join the collection. The range will have a Play Garden playset for the kittens in addition to the Play World and Train and Treat kits for the puppies.

The Teenage Mutant Ninja Turtles collection will continue to grow with new action figures. The Half Shell heroes range will see the addition of a turtles and dino theme for younger fans. The second movie will be followed up with a full range of figures, vehicles, playsets and role-play.

Flair’s World of Warriors mini collectibles will also grow, with the launch of series two in the New Year. The Deluxe Action Figure series will also extend with three new key characters to collect. Added to this will be the World of Warriors Battle Gear role playsets.

Mr Frosty and Spirograph are set to join Flair’s creative play division. Spirograph combines the principles of art and mathematics to create intricate designs, and Mr Frosty will return to the creative play scene with new styling and components.

Spring will see new additions of ink colours to the IDO3D range. Atmosflare will also launch a 3D drawing pen which draws straight up into the air.

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Q1 ranges

Mattel

01628 500 111 | www.mattel.com In 2016, Barbie’s new feature film Barbie: Spy Squad will be supported by a toy line, which will include the Secret Agent lead doll. An extensive marketing and retail programme including TV, PR and POP aim to make this a major release for spring.

Barbie Made to Move is able to mimic realistic action, with 22 joints. Barbie Fairytale will introduce a new hair segment including Barbie Twist ‘N Style Princess, Barbie Unicorn, Long Hair Chelsea dolls and Rainbow Light Mermaid.

Monster High continues its We Are Monster High brand campaign, with the spring DVD release of Great Scarrier Reef.

Fisher-Price continues to lead the way in early childhood development with new product lines and licences.

Q1 will see the introduction of new pre-school licence, Blaze and the Monster Machines. Based on the Nickelodeon series, the Fisher-Price range will focus on the show’s breadth of characters through vehicles that drive collectibility. The introductory product, including The Transforming Blaze Jet, will focus on the speed stunts and the storytelling of the show. The launch will be supported by TV advertising, extensive marketing and PR support.

Hot Wheels’ product range includes the Split Speeders Blade Raid track set, Track Builder starter set and licensed diecast car assortments. Hot Wheels’ Star Wars range has a selection of diecast vehicle and starship assortments. New from Disney Pixar’s Cars is the TV advertised Drop and Jump Gray Transporter.

Mega Bloks enable children to create their own collection of rolling friends with Lil’ Vehicles assortments. The Thomas & Friends 1-2-3 Count with Thomas Train introduces young engine drivers to a world of numbers with brightly coloured blocks. Mega Bloks will also launch a Teenage Mutant Ninja Turtles construction range including the Roll and Destroy Villain assortment, Junior Small Vehicles assortment and the Turtles Chopper. The animation range features the Micro action figure assortment, Donnie’s Turtle Racer and the Party Van. WWE sees the continuation of Create a Superstar, with new additions and Defining Moments Figure Assortment introducing limited edition figures.

Mattel will also launch View-Master, an easy-to-use platform offering an immersive, digital experience.

HTI 01253 775 684 | www.htigroup.co.uk HTI will launch a number of high profile licensed ranges for spring 2016. Following the hotly anticipated Star Wars: Episode VII movie release, HTI’s Star Wars everyday toys offering includes Walkie Talkies, a Mega Sports Set, Rocket launcher and Light Up Yoyo.

HTI will launch a host of Avengers toys in time for the spring 2016 movie launch. Products include everyday play favourites such as Small Projector, Snap Bands and Soft Balls. HTI will also spin out a range of Ultimate Spiderman pocket money toys.

For pre-schoolers, spring 2016 brings new ranges with Thomas the Tank Engine and Fireman Sam. HTI’s existing selection of Peppa Pig pocket money toys will also be extended with new additional lines across role-play, music and bubbles including a Little Helper ironing set, a camera with view finder, snap bands, piano and a bubble party pack.

HTI’s Frozen pocket money range offers new lines for Q1 including Glitter Putty, a Mega Sports set, Sparkle Tubes and a Neon Ball. The company also provides an extensive range of Frozen wheeled toys and the Olaf Move n’ Groove Scooter is new for spring/summer 2016.

HTI provides a full range of Disney Fairies wheeled toys and protection gear which has been refreshed for spring/summer 2016 to a new style guide. The products feature new colourways, graphic artwork and impactful packaging.

The company will further broaden its portfolio of wheeled toys with a new wheeled toy range from Toy Story, also including protection gear.

Spring will also see the launch of new home entertainment property Spy Squad, with a Light-up Bag, Secret Locket and Spy Glasses.

HTI’s in-house Double Bubble collection includes assorted solution bottles, wands, swords, guns and playsets across multiple price points. Spring will also see the launch of the new Turbo Bubilizer, a rotating bubble blowing 3D Party Ball, and the new Bubble Exhaust.

re:creation 01189 736 222 | www.recreationltd.co.uk In spring, re:creation will build on the foundations laid down in 2015 with its continued commitment to strong TV support backing up brands and products. Key news for spring will include the launch of the latest innovation in electric scooter technology from Razor. Spring will also see the company build on the Necknapperz plush range with Emojis.

2015 has seen Razor drive strong results, securing three of the top five spots in Scooters and Ride-ons. The brand’s E90 and E100 electric scooters will be in the spotlight, with TV advertising showcasing the Electrify your Ride messaging.

In late spring, the brand will also launch the PowerCore 90. This new development in technology will almost double the running time of other electric scooters. The Razor portfolio will continue to receive heavy PR and online support throughout the first few months of the year.

Re:creation’s Snuggables plush portfolio continues to grow with the introduction of Emoji-themed Necknapperz. Four Emojis Necknapperz will be available. Stretchkins, Zigamazoos and Bright Light Pillow will also continue to receive PR support through the first quarter.

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Q1 ranges

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

2016 will see the launch of the Teletubbies master toy range. The World of Teletubbies collection of playsets, figures and accessories is targeted towards small children, accompanied by a range of novelty toys, as well as a full line-up of plush toys.

A hero of the range will be the Superdome Playset, an interior diorama of the Teletubbies home which comes with a musical dance floor and light and sounds phone, plus a Noo-Noo with sound effects. The Custard Train is new to the show and children will be able to enjoy a pull-along toy version too.

Character will also be offering a range of plush toys, with 6” super soft collectibles at pocket money prices and 8” talking soft toys, each with their own sayings and phrases. A Jumping Po, Lullaby Laa-Laa, Tickle and Giggle Po and Laa-Laa will complete the line-up.

A new construction range joins the Peppe Pig portfolio. The construction sets come with larger bricks for small hands, with 11 SKUs to choose from at varying price points. These include a 3D Peppa’s House with Peppa and George figures, a School House set with four articulated figures and Grandpa’s Train. Many of the playsets include stickers for extra play value.

Peppa’s arts and crafts range has a selection of Softee Dough sets that have stampers in their lids. Accessories are included to suit each theme such as the Figure Maker activity set or Peppa’s Picnic dough. Completing the line-up will be Magna Doodle for Peppa inspired drawing, plus a floor standing Creativity Easel with magnetic dry wipe boards and a chalk board.

The Little Live Pets brand will see six new Tweet Talking Birds added to the collection, plus a new Bird Cage that includes exclusive birds. Spring will also see the new Duck and Baby collection. The Lil’ Mice will also be added, with six new characters plus three new Lil’ Mouse Wheel packs.

Q1 ranges

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

Tomy

01271 336 155 | www.tomy.co.uk Tomy has launched new lines across all of its product ranges including Lamaze, Tomy Infant and Toddler, Aquadoodle, Pokemon, JJ Cole and Tomy Bath, as well as launches from Britain’s Farm Toys.

The Tomy Infant and Toddler range focuses on highly involved play, providing play possibilities through new design, surprises and grow-with-me features.

The Colour Discovery Hot-Air Balloon helps little ones stimulate their memory through colour matching. With seven animal tiles, children can call out a colour and then land the balloon on the tile. The balloon’s sides will glow in the same colour as the tile, whilst calling out the correct colour.

Also from the collection is Jumbo’s Jamboree, an elephant on wheels which rolls along whilst playing a tune. It can be pulled apart into five instruments; bells, horn, drum, xylophone and harmonica to shake, bang, rattle and blow. Jumbo’s Jamboree stimulates memory and helps refine motor skills.

The Lamaze range from Tomy believes that offering the right toy at the right time will help babies grow, discover and learn through play.

Tomy also offers the Pokémon Trainer Figure set. Ash Ketchum’s figure stands at about 11.5cm tall and has 10 points of movement, also coming with a Pikachu in his pack. In one hand he holds his Poké Ball, while in the other sits his Pokédex. Other action figures include Mega Blaziken and Mega Lucario.

Building on the success of the Puppy Surprise brand, Trends UK is introducing new Pony Surprise and Bunny Surprise plush toys into the range. Pony Surprise has already proved to be a big hit in the US and the new toys will be available from spring 2016.

The company is also introducing a new Gloss and Glam innovation into the Color Me Mine range for spring 2016. The new Color Me Mine Gloss and Glam Bags come in glittery see-through material featuring intricate designs.

Trends UK is launching a new Haynes First Tech Build Your Own range.

The products help children to understand how basic engines and car parts work and will launch with two sets featuring models and bigger parts, both in try-me packs.

The Haynes First Tech Build Your Own Engine comes with 20 parts and accessories to build a motorcycle engine. The product comes complete with working pistons and an ignition key that activates lights and sounds, it also features a drill and a selection of wheels, spoilers, performance accessories and bolts.

The Discovery Channel’s science toy range is also available through Trends UK. New for spring 2016 are the Digital Walkie Talkies, which have an outdoors range of up to 3km and come with three channels, a ringing tone and an LED display.

In anticipation of Disney Pixar’s The Good Dinosaur movie, the company will be releasing the Walkin’ & Talkin’ Arlo plush, which is more than 15” tall and comes with 15 sounds and phrases.

Vivid Imaginations 01483 499 944 | www.vividimaginations.co.uk The Fungus Amungus product range released in spring/summer 2016, will include over 100 figures to collect across the two figure Petri-Dish pack and five figure Vac Pack. Fungus can be stored with the Toxic Chamber and The Exgerminator playsets and will launch with comprehensive marketing support through TV advertising, online, digital and PR. Pixl is a new digital toy brand launching in spring/summer 2016. It offers six characters to collect, each packed with pre-loaded emojis and animations. The app can be used to upload over 100 personalised creations which can be shared and swapped with friends.

Kitty Club offers a range of collectibles which will launch in spring/summer 2016. The range also includes Blind Bags and Accessory Packs and Kitty Convertible and Heart Lane Café playsets. The spring launch will be boosted by marketing support across TV, digital and online platforms.

Vivid is launching a new Batman v Superman Laser Battle this spring ahead of the Dawn of Justice film release in March. Its light-up chest plate records the number of lives left and makes battle sounds when fired at an opponent.

Thunderbirds Are Go will expand its existing range for spring/summer 2016. New introductions will include a Brains and Max figure twin pack, a 9.5cm Kayo figure with bespoke accessories, Thunderbird S and FAB 1 vehicles, diecast vehicles and the International Rescue puzzle.

Crayola has teamed up with Fashion Angels to bring a new Creations range. This will include a Marble Jewellery kit, Tapfetti Banner kit, Sticker Lookbook, Nail Marble kit, Temporary Tattoo kit and Message Bracelet kit.

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Q1 ranges

Lego

01753 495 000 | www.lego.com For the first half of 2016, Lego City will see expandable play themes including Fire, Prison Island and the Great Vehicles concept which will target loyalty purchase opportunities.

Ninjago is supported by a TV series on Cartoon Network and Netflix.

Now an evergreen property within the portfolio, 2016 will see the introduction of a new Skybound storyline and playsets which are reflective of this plot.

Nexo Knights will be bridging the gap between physical and digital play, with adventures brought to life through playsets, a TV series, digital content and a free app game.

Technic is a classic evergreen range that delivers real-life vehicles with authentic features and functions. Q1 will see more of the action vehicles which use pull back motors to create a simple function and build.

The Lego Friends brand is introducing a host of new playsets in 2016, aiming to make Heartlake City the go-to destination for immersive roleplay.

Lego Duplo’s latest additions provide opportunities for developmental learning, with additions to My First and the Duplo Town ranges amongst others. These sets will allow children to create stories inspired by easily recognisable pre-school themes, imitating everyday life through pretend play. Along with additions to the portfolio of vehicles and city related lines, a new collection will introduce the world of wild animals and their habitats to toddlers.

Lego Elves will see a new story added to the collection in 2016, offering fans the chance to explore new areas of Elvendale with some mythical creature friends.

Lego Juniors will launch a further collection of playsets next year, featuring children’s favourite characters.

Schleich 01279 870 000 | www.schleich-s.com/en

Jumbo 01707 289 289 | www.jumbo.eu.

Schleich’s distinguished play worlds will once again be extended in early 2016. The planned January launches begin with the addition of new heroes to the DC Comics line up. New characters will be presented as single figures but will also be available in a selection of scenery packs. Batman Vs Superman will lead the way in the first part of the year, along with Wonder Woman, Aquaman and Cyborg.

Farm Life is one of Schleich’s most popular collections. Next year it will receive a major overhaul, as the horses will move out of the collection to become their own range. Both collections will see new animals and accessories added for January, with the newly designed playsets following later in the year.

The evergreen Dinosaur range shows impressive sales season after season.

Following the success of the new Mini Dinos that were introduced for 2015, Schleich will now offer a Mini Dino range with puzzles to expand the play experience further. In addition, there will be 10 new Small Dino figures to collect, available in sets of two, which include the Tyrannosaurs Rex and other dinosaurs such as the Velociraptor and Triceratops.

In 2016, Schleich will see major range extensions plus new branding, POS and trade marketing, all of which will be supported by a full and extensive PR plan throughout the year.

Jumbo Games is set to kick-start 2016 with the launch of a host of new Disney properties that include the highly anticipated live-action movie The Jungle Book, with product hitting shelves in February ahead of the movie release in April. New additions to Disney’s television series include the forthcoming The Lion Guard as well as new Miles from Tomorrow programmes. Puzzles available across these properties include puzzle assortments, 2-in-1s and 4-in-1s as well as 100XL and giant floor puzzles.

Disney’s The Descendants is also entering the Jumbo portfolio, with a 100Xl puzzle, and 300XL puzzle will be available in the New Year.

Continuing on from the success of Disney Frozen, the company will have seven new puzzle and game releases for the first half of 2016. New artwork refreshes across the Peppa Pig puzzle range will be available in January, including new images for the 35 piece assortment, trio and 4-in-1 shaped puzzles, a 9-in-1 puzzle bumper pack and bath time foam jigsaw puzzles.

New additions to Jumbo’s adult portfolio will include a Game of Thrones 1,000 piece puzzle and a 1,000-piece Thunderbirds jigsaw puzzle.

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Q1 ranges

Paul Lamond Games 020 7254 0100 | www.paul-lamond.com

Goldfi sh & Bison 020 8568 6398 | www.goldfishandbison.com

New to Paul Lamond is one of children’s best loved characters, Noddy. The fictional character created by Enid Blyton and his friends will feature on a Giant Floor Puzzle as well as a set of 4-in-1 puzzles.

Eric Carle’s The Very Hungry Caterpillar is also set to return to the company’s portfolio in 2016, and there is a range planned for the first quarter line up. Products include a 4-in-1 puzzle series, a Giant Floor Puzzle and a Memory Card game.

Paul Lamond will also add to its new Secret Agent Danger Mouse range with a series of 100 and 250 piece puzzles. Hot property Danger Mouse returned to TV screens this September for the first time in more than 20 years.

Goldfish & Bison will be supporting the Laser Pegs brand throughout the start of the 2016.

Laser Pegs is a construction range which lights up in all the colours of the rainbow. The range is compatible with virtually all other construction sets, so children can combine their construction collections with new light-up Laser Pegs. The range includes vehicles, dinosaurs, helicopters and much more.

PR and social media campaigns will target boys, construction fans and families, with several product news and reviews campaigns generating positive word of mouth and social media content featuring creative and construction brand builds.

K’Nex 01189 497 000 | www.knex.co.uk K’Nex enjoyed strong sales growth in 2015, doubling its turnover to reinforce the brand as a heavyweight in the construction category. In 2016 K’Nex will combine product innovation with a 360 degree marketing programme, which will include TV advertising, kids’ press campaigns and online activity.

Now established as a firm favourite in both the construction and blaster categories, K-Force will be refreshed in spring 2016 with a new buildable customisable blaster. The K-Force K-5 Phantom will blast up to 75 feet and comes complete with a blaster chamber, quick fit grip and pre-load ring.

Spring TV campaigns and marketing activity will also build momentum in advance of the summer launches. These launches will cause 2016 to become the year of the Thrill Ride, with K’Nex due to reveal five new coaster-inspired Thrill Rides building sets.

K’Nex has planned further product development and brand partnerships for the second half of the year, bringing new ways to build bigger and faster throughout 2016.

Funrise’s Gazillion Bubble Flash Ray shoots out a Gazillion bubbles plus light flashes. With the interactive Gazillion Bubble Blizzard bubble machine, children can crank out hundreds of bubbles with the pull of the lever. Also included is a dip tray, bubble wand and 8oz of Gazillion Bubbles Solution. The Gazillion Tornado Machine also forms part of the range with its new patented design.

All Gazillion gadgets and blasters come with patented Gazillion Bubbles solution, which is also available as refill bottles. Point of sale solution is available for retailers.

Learning Resources is introducing new additions to its Gears! Gears! Gears! range, which will officially launch in January 2016.

The Gears! Gears! Gears! range combines creativity and construction with interchangeable gears that spin with the turn of a handle. The new additions will be complementing products such as the Build and Bloom Flower Garden, which has received a Silver Loved by Parents award in the Best Construction Toy 3-6 years category and a winning status in the Right Start awards.

New for 2016, the Junior Gears: Flower Garden and Junior Gears: Under the Sea sets have been added to complement the range. The sets are designed with colourful, chunky play pieces that fit easily onto large gears, and come complete with a base, eight large gears, seven themed pieces and one chunky handle.

To celebrate the centenary of Roald Dahl’s birth, Rainbow Designs will be launching a series of soft toys in spring 2016, to coincide with World Book day, featuring beloved characters including The BFG, Matilda and Willy Wonka.

Rainbow also has a host of new product releases planned for many of its licences next spring.

Additions include a set of illustrated Guess How Much I Love You Stacking Blocks, colourful Wooden Blocks and Stackable Building Block sets in The Very Hungry Caterpillar range, and a multitude of new lines for the Peppa Pig for Baby collection.

Spring 2016 will also see the launch of a new Miffy for Baby collection that will feature a range of comfort and developmental toys. There will also be new developmental Play Mats launched in many of Rainbow’s established nursery collections.

Feature

Book week

Happily ever after Emily Ansell Elfer takes a look at how toy retailers can use Book Week to their advantage and the best ways to showcase dress-up around World Book Day.

B

ook Week and World Book Day itself are key events for toy retailers and children’s dress-up suppliers, with children flocking to stores in search of the perfect character outfit.

Visiting a store to check out the book-related dress-up can also lead to impulse buying of other products carrying the same licence – so it’s always worth including licensed or themed toys alongside the related dress-up and books.

Lisa Smith, independent dress-up controller for Amscan, explains: “It’s best to place Book Week dress-up alongside products which tie into the theme. For example, if you are selling a pirate costume, upsell with the pirate toy range to offer the whole package. As Book Week is in March, the beginning of February would be a good time to start selling so it gives customers a few weeks to buy.”

Amscan’s key range for Book Week will focus on classic characters such as knights, medieval soldiers, Vikings, Victorian princesses and pirates.

Lisa said: “I think movies are playing a larger role in costumes in general, along with TV shows.

However Book Week is still seen as a more traditional event where children tend to dress up as the popular storybook characters. The event is becoming more and more popular each year and the offering is increasing each year also.”

Over at Rubie’s Masquerade, the company’s key licensed Book Week ranges include Harry Potter,

Disney Princesses and Dennis The Menace, among others.

Struan Robertson, trade marketing and digital manager, told Toy World: “Book Week is one of the key points in the dress-up calendar and the runup to Book Week is always a busy time of year for Rubie’s. We always plan to have new ranges ready for the event and promote what we have in our catalogue that translates well into book-related dress-up.

“We will be focusing on promoting our Warner Bros. and Disney licensed ranges as well as our new licensed range for Dennis the Menace which launched this year and was hugely popular owing to The Diary of Dennis the Menace being one of the £1 books promoted by World Book Day.” This year, one of the £1 books being offered for Key Stage 2 students is Star Wars: Adventures in Wild Space by Cavan Scott, which will follow hot on the heels of the new Star Wars: The Force Awakens movie release in December, so Rubie’s will also be promoting its new Star Wars ranges.

Struan re-asserts Lisa’s comment that books are still having a big impact on the children’s costume market, despite regular movie releases and hot movie-related licences. However, he says that books which are supported by a film tend to be the best performers both during Book Week and year-round.

“Books do have a significant impact on the children’s costumes market, but the ranges that see most of an uplift are those with a movie as well, such

Amscan

01908 288 500 | www.amscan.co.uk Amscan has a varied collection of fancy dress offerings for Book Week, from classic fairy tales to historical costumes.

New costumes for this year include a Hot Pink Fairy dress complete with wings, headband and wand. Other fairy tale costumes include the Lil Red Riding outfit; featuring a red and white checkered dress and red hooded cape. Also new to the collection is a Native American Spirit costume. Amscan’s licensed collection includes a new selection of Barbie costumes, including the Super Power Princess.

Another popular Book Week theme is pirates, of which Amscan has a collection featuring options for girls, boys, teens and adults. The new Ahoy Captain boys’ costume contains a shirt, head wrap, sash and trousers. Amscan has added a new Howling Wolf Ninja costume to its Ninja theme collection, complete with jumpsuit and attached tabard, hood mask and belt.

Historical costumes are available for Book Week, with the new Viking Warrior and Cleopatra outfits.

For children aged 10 years and above to teens, Amscan has some new costumes based on well-known stories. The Mad Hatter outfit includes a colourful jacket and dress with coordinating accessories, while the pink and purple Cheshire Cat costume is also new as well as the Teen Tin Heartthrob dress with arm and leg warmers.

Amscan also has a choice of costumes for adults so teachers and parents can take part in the event.

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Rubie’s

Book Week Rubie’s

as Harry Potter, Peter Pan, Mary Poppins and 101 Dalmatians,” he explained.

Rubie’s supports its retailers by providing various standees in the run up to Book Week to help create enticing in-store displays and Struan recommends that retailers start considering dress-up stock as early as possible: “Just after New Year might be a good time to check and replenish Book Week stock levels, if not before,” he said.

Toy World also spoke to three toy shops to gfind out how stores can make the most out of World Book Day and Book Week.

Helen Gourley, company director at Toy Hub, stressed the importance of supporting books with other items, including dress-up, in store: “We have always sold a range of books – we love the Usborne range at the moment. It’s great to encourage kids to come in and read, but it doesn’t have to be just about the books. There are some great add-ons such as costumes and games.”

The Dunblane-based retailer also puts a lot of effort into supporting Book Week Scotland, which commences on 23rd November.

“We have plans to host book readings and have been instrumental in promoting the event in our town by booking a local children’s author, Alex Nye, for Friday 27th November,” Helen explained.

In terms of trends appearing in Book Week and World Book Day products, Helen says that traditional themes are as popular as ever, while older children are becoming drawn to comedy characters.

“It’s interesting to see how the traditional themes remain – we still love stories like Paddington Bear, Roald Dahl, The Hungry Caterpiller and The Gruffalo. These are all classics and that seems to be the common theme, particularly with younger children. Slightly older

Rubie’s Masquerade 08453 070 707 | www.rubiesuk.com

The run-up to Book Week is always a busy time of year for Rubie’s and the company has a number of products in its catalogue that translate into bookrelated dress up.

Costumes include Disney-licensed ranges and various generic costumes as well as Horrid Henry and Dennis the Menace, but the enduring popularity of Harry Potter trumps all other costume ranges year after year. The company’s selection of Gryffindor and Slytherin robes, as well as ties, scarves, glasses, wands and various accessories are available for both boys and girls.

The Disney dress up range sees an uplift during Book Week, particularly products with book-related themes such as Peter Pan and Tinker Bell, Mary Poppins and 101 Dalmatians. The Disney Princess range includes fairy tale characters such as Cinderella, Snow White, Belle and Anna and Elsa from Frozen which were new additions to the Book Week top sellers a couple of years ago.

The company’s recently added book-related range for 2015, Dennis the Menace, saw great sales over Book Week 2015 owing to The Diary Of Dennis The Menace being one of World Book Day’s £1 books. For 2016, Star Wars is being included as one of the £1 books and it is hoped that the new Star Wars: The Force Awakens range will be as popular as Dennis was.

Rubie’s has seen an uplift in comic book heroes in recent years, with characters like Superman, Batman, Captain America and Iron Man becoming more popular at this time of year, as well as other costume ranges which have a less obvious link to books – such as Toy Story and Teenage Mutant Ninja Turtles.

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children are moving more towards the comedy characters featured in David Walliams’ books – how easy is it to be The Boy in the Dress.”

Marc Faulkner, director of ToyWorld North West, which recently opened a new store in St Helens, added: “We stock a range of Lakeland children’s books which are all at pocket money prices (between 99p and £4.99), along with a rack of best-selling children’s paperbacks from leading authors including Roald Dahl, Enid Blyton, David Walliams and Julia Donaldson. For book week, we’ll be running a 10% discount across the entire range (on top of existing promotions) and I’ll also do some social media competitions and giveaways to try and get the kids/parents involved.”

Karen Clark, co-owner of The Toy Station in Richmond, stocks costumes from the popular themes of princesses, fairies, pirates, knights, dinosaurs and wild animals throughout the year.

She says that World Book Day/Book Week does not play a major role in the business as people tend to shop around for the best price and sometimes choose a cheap costume for the occasion rather than a quality one. However, for customers looking for something a bit more special, the shop does bring in outfits relevant to classic books and stories children are reading at the time.

Accessories also play an important part in The Toy Station’s stock, Karen explained: “Sometimes the character only needs props such as glasses, a hat, a wig, an apron or face paint. We try to ensure that we have stock of these most of the time, but particularly when it is World Book Day/Week.”

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Exhibition profile

New kid on the block Steve Pasierb, president and CEO of the Toy Industry Association, talks to Toy World about his new role, his first impressions of the toy trade and 2016’s New York Toy Fair.

Can you tell us a little about your background and why you decided to join the toy trade?

For 14 years, I served as president and CEO of the Partnership for Drug-Free Kids, where I focused on promoting the health and well-being of children, and educating parents and families about raising healthy kids. At the partnership, we did deep consumer research on an ongoing basis to really understand what goes on in the hearts and minds of mums, dads and children all over the country.

As a business person who has held kids at the centre of my daily life, it has felt like a natural progression into the toy world and The US Toy Industry Association (TIA), where the conversation centres on the many benefits and value of play, the role that play has in the healthy development of kids, the safety of toys and games found on store shelves and the importance of safe supervised play. Educating families and toy lovers of all ages on these points is integral to TIA’s mission, and matches up beautifully with my personal love of play and my strong belief that it is an essential component in the health and happiness of families.

How are you finding your new role?

I feel blessed to be working with TIA’s members. With the association in good condition and a great board of directors and staff by my side, it has so far been an incredible ride. On top of that, joining the toy industry has been personally fulfilling, because I love to play.

What are your initial impressions of the toy community?

I love the innovation I’m seeing across the industry: kids getting older younger, a move to tablet-based and mobile play and a new generation of millennial parents all pose great challenges to the toy industry. Nobody has their head in the sand. Rather, toy companies are learning from consumers, positioning their products in new ways, finding fresh approaches and embracing technology as they look to the future.

Has anything taken you by surprise so far?

Our industry is focused on bringing joy into people’s lives in a manner that is responsible, safe and which complies with many layers of testing requirements from governments and retailers alike. So what really surprises me is how the toy industry continues to find itself at the centre of debates regarding chemicals and legislation banning toys. In the US, we are seeing NGOs bringing toys into their arguments for chemical restrictions in society, leading to action within county and state legislatures to essentially ban toys. This is also propagating misinformation in the news media.

Unfortunately, toys are an easy and emotional target for some to advance their otherwise commendable agendas regarding chemicals.

It’s been a real eye-opener for a newcomer to the industry such as myself. Thank goodness for TIA’s external affairs team and our wonderful cadre of members working together daily to push back and speak sensible fact on these issues.

Toy World 72

Steve Pasierb president and CEO of the Toy Industry Association

What do you see as the big challenges facing the global toy market?

The global toy industry is becoming increasingly tight knit thanks to modern information technology and cross-border trade. However, there remain obstacles that hinder the flow of toys across borders. TIA has been actively working with industry and government agencies around the world to align safety standards for toys, and to share information about the American

ASTM F963 Standard for Toy Safety, which has an enviable safety record and is already emulated in many nations. Recently, we were in Israel to discuss the potential application of ASTM F963 in that region, and the feedback we received was quite positive. Consistent, uniform and globally aligned toy safety standards will ultimately result in safer products for children and will help facilitate trade, benefiting both the industry and consumers.

Are there any particular areas that you would like to tackle during your tenure?

A major initiative currently underway is TIA’s Genius of Play campaign, (www.TheGeniusOfPlay.org), which publicly champions the positive impact that toys and play have on the healthy development of children. It has so far been tremendously successful in disseminating fact-based messages based on extensive insights culled from renowned academics, psychologists, journalists and other play-focused professionals, in order to shine a spotlight on the true value of play.

I’d like to see this campaign grow and evolve to the point where it becomes woven into all that we do and all that we communicate – certainly at TIA, but also across our 750+ member companies, and perhaps throughout the global toy industry too. It will become even more effective when toy companies embrace this message and bring it to life in their own marketing communications, social media platforms and product promotions. I invite readers to visit www.TheGeniusOfPlay.org/assets to access videos, facts, widgets and more that can be used on their own company websites and social media pages.

Looking ahead, I’d also like to further broaden the scope of TIA’s membership to include any play-related professional that wishes to join – that is, anyone whose business centres on bringing playful experiences to children. I truly believe that TIA will one day evolve into the Toy and Play Association of North America, doing so in a manner that measurably fosters overall industry growth and success.

We will also need to continue to urge the government to reduce redundant testing, which can be especially burdensome on small and mid-sized toy companies.

Our members have many governmental hurdles to pass on every product, but there is also a web of varied additional and often redundant retailer requirements that each company must pass. Getting a powerful, consistent and widely-accepted set of testing requirements has to be held as a goal. It would certainly be a monstrous undertaking at the legislative level, but I’d like to optimistically think a tick less so across the range of major US retailers. Hard work worth doing.

How is the 2016 New York Toy Fair shaping up?

I couldn’t be more excited to be with TIA at this point in time, as the North American International Toy Fair enters its 113th year and continues to break records and solidify its position as the largest toy and youth product exhibition in the Western Hemisphere. Toy Fair will always be first and foremost a business marketplace, but over the past few years, our events team has steadily transformed the show into a well-rounded educational and networking fair with seemingly endless opportunities for building new contacts and learning about the future of play, youth trends, licensing, independent retailing, entrepreneurship and more.

Specific details about the special events taking place at Toy Fair 2016 can be found at www.ToyFairNY.com – so be sure to visit the site for all of your Toy Fair needs.

What message do you have for UK retailers who are thinking of attending the show next year?

As a key access point to the lucrative $22bn US toy market (the largest in the world), Toy Fair has evolved into a truly global show that has so much to offer the range of professionals who annually attend – including mass and specialty retailers; exhibitors of all sizes, from start-ups to multinational companies; licensors; product developers and inventors; manufacturers’ reps; and anyone with a stake in the global toy industry and an interest in the innovative toys originating in North America. Quite simply, if you don’t attend New York Toy Fair, you will miss out on the opportunity to see hundreds of thousands of innovative playthings that are not shown at any other toy event in the world.

What new initiatives and developments can visitors expect to see?

TIA, in partnership with LeftField Media, is launching a new consumer event called Play Fair, which will be held from 13th to 14th February at Javits Center North (separate from the marketplace) during Toy Fair week.

As a celebration of play and entertainment for all ages, Play Fair will bring new and beloved toy and pop culture brands together under one roof for an interactive and fun-filled event for families, collectors and media. Since Toy Fair has always been open to trade guests and media only, Play Fair is a really exciting opportunity for fans to touch, feel and interact with their favourite toys, games and entertainment brands in a family-friendly setting. They’ll even get to see some toy reveals and purchase show exclusives, limited edition products and rare variants of their most loved toys and games.

More information about this special event is available at www.PlayFairNY.com.

What direction do you see the Toy Fair taking over the coming years, and what role do you feel it plays in the global toy community?

Year after year, Toy Fair continues to grow and prove

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that it’s vital to our industry, motivating us to innovate and think outside the box in order to accommodate the needs of the global toy community. This includes consistently delivering new educational content and networking opportunities that are relevant to our attendees, and finding ways to accommodate new companies who want to exhibit. Last year, the show sold out every square inch of exhibit space, and we had to freeze exhibit space for 2016 due to space constraints at the Javits Center. As Toy Fair continues to thrive and expand, we will be working on the space issue consistent with the realities of the Javits Center, since New York and its built-in media and financial communities remain so important to many exhibitors and attendees.

Toy Fair remains a must-attend event on the global buying circuit, attracting tens of thousands of buyers and other toy, licensing and youth entertainment professionals from 100 countries who are looking for unique, cutting edge and enriching play things. Toy Fair also has phenomenal media impact, with more than 1,000 global media annually attending to discover the toy story of the year. We’ve been told by international trade media delegations that our show is especially unique because there is a genuine playfulness to the display and demonstration of toys and games on the show floor. Walking the aisles, you are bound to meet with passionate exhibitors who truly love what they do and are excited about bringing joy to children of all ages.

Allegedly

CEO Chris Spalding resigned from HTi last month, after an 18 month tenure. It’s not clear yet who will succeed him in the position, but there are strong rumours circulating that chairman and principal investor John Hutt will be taking a more active role in the business in the short term….

Last month’s 20% off sale at Smyths seems to have produced extremely positive results: while the finance director was probably pulling his hair out at the loss of margin, there was a huge increase in sales – one supplier described the uplift as being in the hundreds of per cent. The sale coincided with the launch of the Smyths catalogue, a hefty 300 page publication. Talking to people across the trade, there is a general consensus that product looks so much better in the Smyths catalogue than it does in the toy pages of the Argos catalogue; the bigger format, with less products crammed onto the page, results in far less squinting or trying to work out exactly what is on the page….

On the subject of the ever-shrinking Argos catalogue (is it sponsored by Shrinkles?), one wonders whether it’s a fiendish plot to corner the market in magnifying glasses (hurriedly checks to see if Argos actually sells them… if not, they’re clearly missing a trick). Joking apart, Argos appears to be conflicted about the ongoing role of the book as part of its overall strategy. It’s likely that the smaller format - an approach replicated with its national newspaper inserts, which were also the smallest ever – is predominantly a cost-cutting measure.

Some have even gone so far as to suggest it is a precursor to phasing the catalogue out completely, which would clearly save them a fortune. However, if Argos does go down that route at some stage in the future, what will happen to the eye-watering sums the retailer currently charges suppliers for catalogue contributions, especially in the autumn winter publication? While some of this can be passed on in other marketing charges, it will surely be impossible to accrue the same level of revenue – and profit – without the catalogue.

An interesting conundrum for Argos to grapple with as it moves further down the digital road….

Toys R Us has been making headlines again in the USA, this time for the questionable practice of bringing in temporary workers from abroad and asking existing staff to train them in how to do their job, with the end result that TRU can outsource the jobs overseas and sack the existing staff. I’m not sure how I would have reacted if I’d been put in that position, but to say I would have been reluctant is probably an understatement. One American business contact called the move “despicable,” and while

I thought it was perhaps a move borne out of necessity, he felt they had done it “just because they can.” Either way, it doesn’t look like TRU will be winning any awards for being a great place to work any time soon….

On the subject of TRU, Roger Mcloughlin recently left the company. Roger was brought in as MD of the UK operation just under four years ago, effectively replacing Phil Shaer. While his departure probably isn’t a huge shock given the recent changes in the TRU European operation, it does indicate that the re-organisation is still ongoing and that there may well be more announcements to follow….

Tesco was back in the news last month after it announced its first-half results. Interestingly, the media wasn’t sure whether to position the announcement as a sign of encouragement or further evidence of the retailer’s inexorable decline. Hence there were headlines proclaiming that Dave Lewis’ recovery plan is working, while others chose to focus on the fact that profits in the UK were 70% down on the same period last year (ouch!). Of course, the numbers are heavily weighted towards grocery sales, but it’s the impact that the overall performance has on the non-food section of the store which will be of particular interest to our readers. Crucially, operating profit is currently languishing below 1%, where once it was over 5%. Can Tesco get back to that figure, and if so, what role will toys and other non-food products play in boosting the profit margin? Does Tesco still have the scope it once had to run its toy department as a loss-leader, now its grocery business seems unable to subsidise other departments? Toy suppliers and retailers alike will be watching the situation with interest….

Argos has also been making headlines, after it announced that it would be introducing a same day delivery service in an attempt to escalate its battle with Amazon. The key points were the price – a mere £3.95 – and scope of the project: while its same-day delivery promise is certainly not unique, its nationwide promise is.

Argos claims its scheme will cover 95% of the UK, whereas the majority of same-day services offered by other major retailers are currently only available in the biggest towns and cities.

Even Amazon is limited in this respect, as it only utilises eight fulfilment centres across the country. Naturally, the big question is how much all this is costing Argos (they wouldn’t say when asked) and whether it will be a commercially viable initiative. I recently saw a report which suggested that grocers currently lose anything up to £17 per delivery, which shows the scale of the challenge they face.

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2014 RESULT

The NPD Group

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16/10/2015 12:26