Toyworld oct 2015

October 2015 volume 5 issue 2

October 2015 volume 5 issue 2

The business magazine with a passion for toys

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The Team...

CONTENTS October 2015 volume 5 issue 2

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

67 Brand Licensing Europe Preview

News

Opinion

Features

07 From the Publisher

20 NPD Column

30 Retail Profile: John Baulch

08 News

26 Lutz Muller Column

18 Marketing World

23 Talking Shop

32 Toy Fair Update

28 Viewpoint

34 Toy Trust Fundraising Update

64 Touching Base

38 Licensing World

98 Allegedly

tours The Toy Store

36 Brand Profile: PP Polesie 42 Brand Profile: V&S 46 Character Licensed Merchandise

67 Brand Licensing Europe Preview

Graeme Thomas

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

Contributors David Ripley | Jim Hawker | 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

30 Retail profile

34 Toy Trust Fundraising Update

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T from the publisher

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here is a well-known saying to the effect that a week is a long time in politics. I think it is fair to appropriate the sentiment and paraphrase it thus: a month is a long time in toys. Since I wrote the previous leader column, we’ve had Force Friday and all the brouhaha that went with it; Argos has come under fire for moves to squeeze suppliers over recent Chinese currency fluctuations; the Toy Store has launched its new UK flagship store on Oxford Street and the metaphorical starting gun has well and truly been fired on the race for festive toy sales. All that, and I even managed to squeeze in a holiday too.

With sun and blissful relaxation now but a distant memory, it’s time to turn our attention to what I like to refer to as the business end of the year. This is where the fun really starts: with half of the years’ sales to fight for over the coming three months, for many suppliers and retailers the year can be made - or broken - by what happens in the next 12 weeks.

Thankfully 2015 shows all the signs of being a positive year for the toy market. Early year fears about the challenge of replacing last year’s turnover from loom bands, world cup trading cards and the like don’t appear to have materialised. The industry is trading well so far, and that’s before the arrival of Star Wars merchandise, which has only just started to impact on retail sales figures. As our regular contributor David Ripley reflects in this month’s column, blockbuster is a word that is often thrown around with impunity, but on this occasion, its use is fully justified.

Naturally, the potential ramifications of such a major global launch can be both positive and negative. The brand will surely have a major impact on the toy market over its lifespan, but with a search on Amazon’s UK website for Star Wars products showing over a million results, competition amongst licensees and retailers is clearly going to be fierce. There have already been reports on shortages of some of the most sought-after product lines, although that situation may have been exacerbated by some licensees taking the decision to view it as a marathon rather than a sprint.

Then, of course, you have the broader picture to contemplate: if Star Wars secures

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the volume of retail and catalogue space that some observers are predicting, what will be the knock-on effect for other brands and licensed properties? All of which conjecture and debate makes this month’s Brand Licensing show more prescient than ever. This month’s issue includes an extensive Preview to the show, as well as an extended Licensing World section which rounds-up many of the new ranges of licensed merchandise being released over the coming weeks. Inevitably there is a healthy sprinkling of new Star Wars product, but you’ll see plenty of other great new licensed ranges represented too. Personally I hope a sense of perspective prevails, and retailers continue to support a broad range of properties and licensees; if I’m being honest, I’ve never been a huge fan of the principal of putting all your eggs in one basket. But you only have to go back twelve months and recall the pandemonium that sprang up around Frozen to see that hot properties tend to be all-consuming….for a time at least. However, with three movies, countless spin-offs and everything else in the pipeline, perhaps it’s the longevity of Star Wars which will ultimately prevent the mad scramble of Frozen being replicated.

As an extra licensing bonus, this month’s edition is accompanied by a special supplement which we’ve produced in conjunction with Mattel Licensing. Following the acquisition of Hit Entertainment, iconic properties such as Thomas & Friends, Fireman Sam and Bob the Builder have joined core brands from the Mattel stable such as Barbie, Monster High, Hot Wheels and Fisher Price to form a rich portfolio of classic licences. We’re delighted to bring you an overview of Mattel’s brand and merchandise plans for 2016, and hope you enjoy the supplement.

If your business isn’t heavily involved in licensing, there is still plenty of other great content in this month’s issue, including an eyewitness report from the new Toy Store branch in Oxford Street, which I thought was hugely impressive; an article on the aforementioned rumpus over retailers trying to capitalise on the revaluation of the Yuan, as well as all the latest news from around the industry. We’ll be back next month, when our focus switches to next year, with features on first quarter ranges and outdoor toys. It will be 2016 before you know it, but I’m sure there is still plenty of excitement to come in the remaining weeks of 2015.

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Lego reports 18% global sales growth for first half of 2015

Record breaking financial results for The Entertainer

The Entertainer has posted strong annual results for 2014/15. The retailer, which has 107 stores across the UK, experienced its sixth consecutive year of growth and reached a pre-tax profit of £7.6m, which represents an increase of 27% from the previous year’s £6m pretax profit.

The Entertainer enjoyed strong likefor-like sales growth across its network of stores with the addition of nine new UK stores during the year, plus the relocation or refitting of four existing stores.

The retailer’s margin also increased against a backdrop of intense discounting during the important peak trading season. The Entertainer has also seen year on year profit growth of 18% from its online channels, which now contribute 14% of the company’s total sales. The retailer embraced Black Friday and cited it as the single largest day of sales for the company in the year across all sales channels.

The Entertainer’s policy of tithing the company’s profits has resulted in donations of £845k in the period to charities that the company works closely with. Further to this, the workplace giving scheme has attracted 44% of their employees giving monthly to local and National charities, the highest in the UK. This resulted in the government awarding the Entertainer a Platinum Award, one of only 100 companies to receive this.

Gary Grant, founder and managing director, commented: “2014 was a momentous year for The Entertainer; achieving six years of continuous growth in such a challenging category is a real testament to commitment of The Entertainer team. The Lego Movie helped the year get off to a great start, the loom phenomenon boosted spring/summer and Frozen saw the year out on a high. To keep the momentum going through 2015 and into 2106 we will continue to aggressively expand our store network throughout the UK, and further engage with our consumers through comprehensive TV advertising campaigns and strong in-store and online marketing activity.”

The Lego Group delivered a turnover of DKK 14,142m in the first half of 2015, in addition to expanding its factories and increasing investments on the responsibility agenda.

First half sales were driven by double-digit growth across all geographical regions and strong product innovation on themes such as Lego Ninjago, Lego Elves and Lego Creator.

Key financial figures from the 2015 interim result include: • Revenue in the first half of 2015 increased by 18% compared with the same period last year measured in local currency.

• Revenue for the first half of 2015 increased by 23%.

• Operating profit for the first half of 2015 showed an increase of 27% year over year.

• Net profit for the first half of 2015 was DKK 3,553m compared with DKK 2,715m for the first half of 2014.

• Cash flow from operating activities was DKK 4,349m compared with DKK 3,383m during the first half of 2014.

Jørgen Vig Knudstorp, Lego Group president and CEO, commented: “We are pleased that we have again been able to develop exciting and fun play experiences that really appeal to children all over the world. A strong performance across the entire product range enabled us to deliver a highly satisfactory result for the first half of 2015. It is a great achievement and a result of the hard work of more than 15,000 Lego colleagues around the world. This is especially encouraging since we compare to 2014 when The Lego Movie products boosted our performance. While it is still early to estimate full year results, we expect another satisfactory result for the full year.”

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Fall Toy preview to remain at Dallas Market Center until 2018

Visitor and media registration now open for Toy Fair 2016

From Sunday 24th January to Tuesday 26th January, with press day falling on the 25th, London’s Olympia will be home to the 63rd annual Toy Fair.

Registration for visitors and the media is now open. Guests can attend free of charge by accessing the registration page through the Toy Fair website at: www.toyfair.co.uk.

Toy Fair has been moved to an earlier date than usual this year to avoid a calendar clash with the Nuremberg Toy Fair, but will return to its original Tuesday to Thursday format in 2017.

All attendees including the media who have attended any of the three past Toy Fairs will receive a Smart Link containing previous details which they are required to check, update and submit to receive a bar code email in order to gain access to the 2016 show.

Visitors who do not preregister or confirm their Smart Link will be requested to pay a £15 entry fee on the door.

The annual Toy Fair attracts thousands of visitors each year including buyers, merchandisers, agents, licensors, designers, play specialists and the media.

Major retailers already attending include The Entertainer, Mothercare, Harrods, Argos, Ocado, Costco and new exhibitors for 2016 will include Keycraft, Magformers, Arklu and TinyTodds amongst others.

MT2P campaign reveals the importance of real world play New research for the Make Time 2 Play (MT2P) campaign reveals children are spending too much time playing in the virtual world.

The report, written by child health education specialist Dr Aric Sigman, highlights the vital importance of real world play for the development of children.

In a survey of 2,000 UK parents, 1/3 said their children’s idea of play is using recreational technology over traditional play. 20% of parents believed too much traditional or outdoor play could impact negatively on behaviour or grades.

Contrastingly, Dr Sigman’s report shows how traditional forms of play have hidden benefits, including improved behaviour, increased abilities to concentrate and better school grades.

“It is clear that small screens have been accompanied by a drop in traditional play. The survey of parents shows perceptions of playtime are shifting to include entertainment screen time to the detriment of real world play,” said Dr Sigman.

Dr Sigman’s report indicates that the virtual world is not a substitute for the real world. There needs to be a balance between the two for children, to enrich their overall learning and development.

It has been announced that the Toy Industry Association’s Fall Toy Preview will remain in Dallas, Texas, through to 2018.

Steve Pasierb, TIA president and CEO, said: “After gathering participant feedback and holding extensive discussions about the pros and cons of various alternative locations, we are pleased to announce that we have recommitted to the Dallas Market Center for the next three years.

For the last decade, Fall Toy Preview has worked tremendously well for many in the toy industry. We look forward to further strengthening and enhancing the marketplace, as we continue to incorporate business, networking and educational opportunities to benefit attendees who flock to the show from around the globe.”

After a 10 year review of the site conducted by the TIA’s trade show committee, which is made up of a range of company members, it was decided that Dallas was the best suit to continue with, as alternative sites such as Los Angeles posed several challenges, including being unavailable for 2016 and 2017.

Fall Toy Preview 2015 will bring together buyers from a variety of mass, midtier and specialty retail outlets who rely on the event to kick off Q4 planning, negotiate customised products and exclusive lines. Around 350 toy makers will showcase new products at open booths and display areas.

Top retailers that have already registered to attend include Amazon, Target, Toys R Us, Walmart and QVC. Fall Toy Preview takes place from 6th-8th October this year, at the Dallas Market Center in Texas.

Scalextric Ultimate Track raises over £11,000 for Children in Need

James Swift, a 39 year old Dominos franchisee, outbid other Scalextric fans at CarFest South to win the Scalextric Ultimate Track, with all proceeds from his £11,220 bid going to Children in Need.

Designed by Martin Brundle, the track is made up of 177 pieces and is 45 metres long. It features the best corners, chicanes, and sections from the 2015 F1 calendar.

James commented: “I began working as a pizza delivery boy when I was 16”. I have a few Scalextric sets at home, so when I saw that this was being auctioned for Children in Need it seemed the perfect way to not only add to my collection but to help raise money for the charity.”

The Scalextric track was auctioned off in the Classic Car Auctions CarFest Sale following a weekend at the event, where it took centre stage on Hornby’s stand.

Jim Procter-Blain, Hornby hobbies marketing controller, commented: “We’re delighted with the result of the auction and are so pleased that we could be a part of helping to raise money for Children in Need. I hope that the track will be enjoyed by James for years to come.”

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Hy-Pro opens new offices

newsanalysis Keep an eye out for Eyetoons Michael Byrd, marketing manager at Meld Group, caught up with Emily Ansell Elfer about the year so far and the new Eyetoons game.

How has 2015 been for the company?

In 2014 Ginger Fox saw a refresh with an injection of new and exciting products. For 2015 we have concentrated on creating a strong identity for the brand, and we are looking to build on particular areas of success. Party games, novelty mugs and licensed gifts are our areas of strength and continue to be our focus. We want our customers to be confident that they can tick these boxes without fail when they visit us each year.

Which licences have performed particularly well?

Our licensed product offering is constantly growing. We cover a mix of blockbuster movie licences and upcoming trend driven properties. Star Wars has had an incredible reaction and our Multi-tool is already selling out in stores and online. We’ve also added Catchphrase to our highly successful TV quiz-show card game offer, a proven format that delivers strong sales every year.

Eyetoons is a wonderfully entertaining and humorous music concept that we picked up from illustrator Ian Traynor following the success of his Eyetoons book.

What are your main plans for 2016?

Two key points of focus for us in 2016 will be continuing to introduce lots of new and innovative games, mugs and licensed gifts. Developing our independent customer base by providing good sales and marketing support is another key objective of ours.

Can you tell us a bit more about the Eyetoons game?

We spotted the Eyetoons book a while back and thought it would be a great idea for a game. The game play came easy, and we think we have a real winner on our hands. The reaction we have had so far has been nothing short of brilliant. If you like music, puzzles and doodling then Eyetoons is the perfect game for you. The board game includes 300 challenge cards, a playing board, a spinner, a timer, a notepad and a pencil. You earn points for a correctly guessed song title and earn double points if you can name the artist too. We’re backing this with its own national marketing campaign, a new website (www.playthattoon.co.uk) and there will also be a social media campaign starting soon.

Keep an eye out for it.

Hy-Pro has announced the company is expanding with two new offices. The offices will be based in the USA and Europe with a particular focus on France and the Zinc brand.

CEO Atul Shah commented: “Opening the US office is big news for us; it’s a game changer for Hy-Pro and Zinc. The office will have a focus on establishing Zinc and the HyPro brands in the USA market.”

Stephen Owusu also joins Hy-Pro as managing director of HyPro USA. Having previously worked for Tesco, he boasts 10 years of experience within the sports and leisure and other commercial categories, managing retail operations through setting and implementing multiple operational strategies.

Stephen commented: “I am very excited to join Hy-Pro at this stage in its development and I am looking forward to being part of the company at this exciting new phase of growth.”

Wendy Bridge has been appointed as international sales manager.

She is based in France and has joined the team to focus on developing relationships with French and pan-European distributors for the toys and sport sectors.

Wendy said she was “excited to be a part of this dynamic, innovative and creative team.”

A strong start for Bratz

MGA Entertainment has announced a strong start to the launch of its new Bratz range.

Bratz brand manager, Nicola Mellor, said: “We’ve been delighted by the response so far, with good sales across all retail channels. The #SelfieSnaps theme is performing particularly well, which shows the range really resonates with Generation Z. Our social media channels have doubled since the launch and the immersive digital content, including a brand new app and weekly webisodes, are also being extremely well received. Our instore and online presence is particularly strong and with the relaunch of our iconic packaging, it’s safe to say we are making a statement on shelf.”

A new TV campaign is scheduled to air from October, as well as increased PR, digital and print advertising, alongside numerous other marketing initiatives still to hit before Christmas.

Dragon-I acquires Artin

Slot racing company Artin has announced that it has changed hands.

Hong-Kong based Dragon-I Toys has acquired the company for an undisclosed amount.

Dragon-I’s Dave Cave commented: “We’re delighted to have picked up such a globally well-known and respected brand. It is a great fit for our range, as the big boys toys area is very much our main focus. We will be showing the line at the Fall Toys Show in Dallas, and it will also be on show in our Hong Kong showroom in October. We’re looking forward to presenting the range to our network of global retail and distribution partners.”

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The Bananagrams Challenge is back

After a hugely successful first year, the Bananagrams Challenge will be open to twice as many schools in 2016.

Aiming to attract 1,000 competing schools, the free-to-enter challenge will see around 30,000 children between the ages of 7-11 play a series of Bananagrams games with classmates.

Through a simple process of elimination, each school finds its champion, who then competes in a range of online word-based games – built around the Key Stage 2 spelling lists – for one of 12 places at the Grand Final in London, in April 2016. The eventual winner will be crowned Top Banana 2016 and will win £1000 for their school, while all finalists receive a Bananagrams goodie bag.

Rena Nathanson, CEO of Bananagrams, commented: “When we launched the Bananagrams Challenge in the UK last year, our main objective was to position the game as an ideal classroom tool for boosting the literacy of UK primary school children. We also saw it as the perfect strategy for getting our games into the hands of thousands of children and their teachers. This year, as we move towards 2016 being our 10th bananaversary year, we’re doubling capacity – so that’s potentially 30,000 children discovering and playing our game, and having fun with words. In addition, we’re excited to be launching the challenge in America for the first time.”

Orchard Toys launches new app for 2015

Orchard Toys has launched its own 3-in-1 app which complements its range and supports efforts to continue raising brand awareness.

The Orchard Toys app was designed by in-house designers, who worked alongside app development team Playucate.

Simon Newbery, managing director at Orchard Toys, comments: “The toy industry is ever-changing, and we recognise that we have to adapt to fit the needs of consumers. More and more, Orchard Toys customers are turning to technology as well as our traditional products. Far from replacing our classic games and jigsaws, we believe the new Orchard Toys app complements our fun learning range.”

The app showcases many of the characters Orchard Toys know and love. It features a choice of eight jigsaws, a memory pairing game and a shape and pattern matching game, each with increasing levels of difficulty. Product testing has been undertaken in schools and nurseries, and feedback has been positive.

The Orchard Toys app is currently being sold on the Apple store, with developments in place to make it available on the Android platform in the near future.

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newsanalysis Talking Tactics Jeremy Pateman, country manager at Tactic Games, spoke to Clarabel Jones about the year so far, the company’s Thunderbirds anniversary products and its plans for 2016.

How has 2015 been so far?

Retail has been cautious with regard to stock levels. However, the UK division of Tactic Games is on track to achieve its budget.

Turnover is up by 3% this year to date, and we anticipate finishing the financial year 8% ahead of last year and achieving profit targets.

Elsewhere around the world the Tactic Group is growing. In addition to the existing nine subsidiaries, a further two will be open for business next year in central Europe.

What products have performed particularly well?

Licensed products such as TMNT Kimble, SpongeBob Kimble and Minions Hit Them Out! have performed extremely well. Under the Tactic brand Junior Alias, UK Trivia Junior and Draw Out Junior are also doing well. Draw Out Junior received winner status in the Independent Toy Awards board games category of 2015.

Could you tell us a bit about your Thunderbirds anniversary products?

We launched a Thunderbirds 50th Anniversary chess set and trivia game midyear.

The chess set playing pieces are 3D Thunderbirds 1, 2, 3, Geoff Tracy and Lady Penelope, and the pawns are 3D Tracy brothers. The playing pieces are silver and gunmetal grey with a chrome finish. The chess set has proven to be a collectible and desirable game for the Thunderbirds fans of yesteryear, and also for the new generation of followers of the TV series.

The trivia game is a must have for Thunderbirds buffs, and includes 1,000 questions based on the 36 iconic TV episodes. Retail has embraced the market for retro licences, and we look forward to volume selling throughout the second half.

Do you have any new launches for Q4?

The majority of our leading lines for Q4 are already in the market or on their way to market. Our TY range of Beanie Boo games was soft launched mid-year but will have a major push in Q4. iKNOW trivia game has a major Google/YouTube video campaign during Q4 linked to retail via click to purchase. We have invested in several million impressions which translate to several hundred thousand video views. The plan is that this will convert to volume sales and will help establish iKNOW as a brand.

Two brand new products entering the market in Q4 are Wonky Blocks and We Detectives.

Do you have anything exciting in the pipeline for 2016?

Indeed we do. I have not long returned form the Tactic Subsidiaries product development meeting, which took place at our manufacturing and head office facility in Finland.

There is a host of indoor and outdoor games which we are previewing now and which will be showcased at London Toy Fair 2016.

Certain winners to look out for are Pulldini, The Little Train Game, Colourology and The Case. Many of our existing and new games will be available in phone/ tablet application format, and Alias and iKNOW are already available to download for free.

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industry moves HTI appoints global licensing director HTI has announced the appointment of Alison Downie as its global licensing director.

Alison brings a wealth of experience to the children’s toy market, gained from over 30 years in the industry.

In her new role at HTI, Alison is responsible for identifying, developing and negotiating new licence opportunities for the company on a global level, as well as managing existing licensing business relationships.

Jenny Watson, HTI global marketing director, commented: “We are thrilled to have Alison on board at HTI. The company is investing in great people to complement the existing skill set, and Alison will be a key member of the HTI global leadership team. She brings with her many years of expert knowledge and experience of the children’s licensing arena and the product development process, which will be invaluable in assisting HTI in its dynamic growth strategy to take the business to the next level.”

Toymaster appoints development manager Toymaster has announced that Will Abigail has been appointed as development manager.

Will brings a breadth of knowledge from both the retail and suppliers side of the industry.

Toymaster chairman Ciaran Fitzpatrick commented: “Please join me in wishing Will well in his new role.”

Famosa appoints Marie-Eve Rougeot Famosa has appointed Marie-Eve Rougeot as its new CEO, marking the start of a new step for Famosa, strengthening its management team and boosting business development.

Marie-Eve Rougeot has broad experience in multinational companies and private equities in consumer goods and retail sectors. She has held CEO and general management positions in American, French and Spanish companies such as Indo Optical, DBApparel and SC Johnson & Son, with a successful track record in sales and profitability growth.

Famosa’s new CEO will be responsible for leading the management team, and will meet customers’ needs with the objective of establishing long term relationships.

Katherine Pierce joins Golden Bear Golden Bear has announced the appointment of Katherine Pierce as senior licensing and marketing manager.

This new role will see Katherine heading up the expanding marketing team as well as being responsible for sourcing new licence acquisitions for the company and managing existing licensing relationships. She will also be actively supporting the sales team in line with new licence and marketing initiatives.

Formerly head of marketing and licensing at Jumbo Games, Katherine has also worked for leading games developer Activision, Acclaim Entertainment and BBC Worldwide among others.

Barry Hughes, commercial director at Golden Bear, commented: “We welcome Katherine to our expanding team. She brings with her a wealth of creative talent and industry experience, having worked for a number of high profile companies prior to taking this newly created role. Her expertise will be instrumental in driving the business forward and implementing new marketing initiatives, as well as researching and signing new licences going forward.”

Obituary: The Entertainer’s Ashley Major Ashley Major, finance director at The Entertainer, has died aged 52 after a short illness.

Ashley was a valued and integral member of The Entertainer team, a member of the board and a faithful colleague who served alongside the growing senior team for the past 20 years.

Ashley began his Entertainer career as office accountant in 1995, when the company had just seven stores. He was soon promoted to finance controller and later, in 2007, appointed as finance director. This period of service to the company saw The Entertainer estate grow to 105 stores.

Ashley helped grow with the business during his 20 years’ service and created a team that shared his values. Ashley’s knowledge, expertise, kindness, and humour have shaped many aspects of the company.

Ashley will be sorely missed not only as a business colleague but as a friend to many people throughout The Entertainer, across the retail and finance sector. The company says it would be an understatement to say that he was fully committed to The Entertainer – it would be difficult to find a more loyal and faithful colleague. He was a family man, first and foremost, finding time in more recent years for pleasures such as walking and cricket. He leaves two sons and a daughter.

Donations in memory of Ashley can be made at http://ashley.major.muchloved.com

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Leapfrog partners with Annabel Karmel to launch Kitchen Kids campaign To celebrate the launch of pre-school toy Number Loving Oven, LeapFrog has teamed up with kids food guru, Annabel Karmel, to launch its Kitchen Kids campaign.

The campaign will see LeapFrog challenging parents to bring cooking role play to life for pre-schoolers. LeapFrog will share kid-friendly recipes and ask parents to share their own favourite recipes through Facebook and Twitter.

To help get them started, LeapFrog and Annabel Karmel have also created the LeapFrog Kitchen Kids Guide, which offers parents tips on how to deal with fussy eaters and on how to fuel more role play opportunities at home.

Emily Brown, senior brand manager at LeapFrog, comments: “Toys like Number Loving Oven encourage a child to make his or her own discoveries and at the same time help to hone skills that come from pretend play such as vocabulary building, social interaction and storytelling. We’re really excited to celebrate the launch of the Number Loving Oven with Annabel, and hope our guide will inspire and support parents to discover new ways of learning learning and discoveries.”

Hornby invests in pre-Christmas marketing initiative

Bratz delivers #SelfieSnaps retailer tour

Hornby Hobbies’ largest marketing investment in over five years has been revealed, with plans to spend over £1 million on advertising for the rest of the year.

Including gaming and cinema advertising for the first time, Hornby is turning to less conventional methods to reach consumers.

Airfix Quickbuild will be the main feature of the first part of the campaign. The new Lamborghini Aventador, Bugatti Veyron and McLaren P1 will also be included.

Hornby first launched Quickbuild, which is manufactured in the UK in 2013.

Nat Southworth, Hornby’s sales and brand director, said: “Quickbuild has been a phenomenal success for Airfix, helping us to reach a whole new audience. Since its launch, our facility has worked to keep pace with demand, and this year it is time to put the afterburners on in a sustained marketing effort on this developing part of our business.”

Running from September through to December, the Quickbuild campaign will be featuring across multiple channels. A 30 second TV commercial on kids’ channels as well as a Binweevils online gaming activation programme will be delivering over 250,000 unique engagements.

MGA Entertainment (MGAE) carried out a nationwide retailer tour to support the launch of the new Bratz range.

The tour, which kicked off on Sunday 6th September at Hamleys on Regent Street, saw the brand team up with experiential marketing company Noonah, taking a bespoke Bratz Photobooth to retailers across the UK and Ireland.

Bratz brand manager, Nicola Mellor, commented: “Bratz are back with a host of modern updates for Generation Z, including immersive digital content, webisodes and a new app coming very soon. One of our new themes, #SelfieSnaps, features a Photobooth playset which we brought to life through this activity. The bespoke booth was created to reflect the key elements of the playset and includes some lifesize props and accessories, including bunny ears, moustaches, glasses and Sasha’s famous Bunny Boo beanie hat.”

The activity took place across the UK and Ireland with several retailers, including Argos, Debenhams, Hamleys, Smyths, Tesco, The Entertainer and Toys R Us.

Meccano goes into the record books Guinness World Records has confirmed that The Big Bridge Build – a bridge spanning almost 100 feet across Belfast’s Clarendon Dock – is the world’s largest Meccano structure.The event was attended by hundreds and was broadcast throughout the day on Saturday 19th September on BBC, with additional live coverage from Sky News and ITV News.

The Big Bridge Build, a year-long project, is the brainchild of the university’s School of Planning, Architecture and Civil Engineering. Academics and students created the 96ft long bridge, with the help of local schoolchildren, as part of the university’s outreach programme to encourage more children to think about STEM careers.

The bridge was officially declared open by Meccano’s Meccanoid Robot. The public had the opportunity to speak to students and academics, as well as the event sponsors who were on hand to discuss the bridge build and civil engineering in general. Youngsters were also able to create their own Meccano structures in a gazebo sponsored by Smyths Toys Superstores.

Toy World 18

NPD Column Unsung heroes The NPD Group’s Rory Partis takes a look at the impressive growth of small manufacturers.

W

hen reporting data on the toy industry, it is very easy to focus most of our attention on those larger and more prominent categories or manufacturers. For example, many people would be able to name the top 10 toy manufacturers, or report on the performance of the main supercategories. As with all industries, the toy industry is brimming with success stories that don’t always get the attention they deserve. Manufacturers lower down our lists or categories may be a little smaller in value, but are no less impressive in growth. To illustrate this, we need to look a little deeper into the data.

Looking at YTD August data, the toy market is +5% with the top 10 manufacturers driving this growth. The top 10 manufacturers account for nearly 50% of the market value and are growing at +10%. However, if we look below this, we can see some more mixed results. The toy manufacturers making up the 11-30 spots are showing growth of +2%, with the rest of the top 100 being flat.

Therefore, out of that top 100, it is certainly the top 10 that are showing the best performance.

However, if we look at the next 100 manufacturers, we can see how the growth of these collectively is +12% over the last year, which is better than the market and even better than the top 10.

We won’t hear much about these manufacturers, as they fall outside of any of the usual top lists for super-category performance. There is some great growth coming from companies such as Bladez Toyz, Jazwares, Anker, Green Board Games and the Puppet Company which all fall into this 100-200 range. Even further up there are some real standout performances, with several manufacturers showing triple digit growth.

Manufacturers such as IMC Toys, Toy State and Sambro are all in that 30-100 manufacturer range, and have been growing successfully throughout

2015.

Manufacturer Rankings In terms of Value % Growth – YTD August 2015 v 14 categories, some of the best performing subclasses in 2015 are some of the lesser % Growth by Manufacturer Ranking known toy areas.

12 Battery operated vehicles are showing 10 a +112% increase in 2015 so far, making the category the 5 second best performer in the toy market.

2 Interestingly this 0 growth is being driven by Toy State, Total Market Rank 1-10 Rank 11-30 Rank 31-100 Rank 101-200 and although the category is one of The NPD Group, Inc. | Proprietary and Confidential the smaller ones, it Source: NPD EPoS Retail Tracking is certainly one to watch. Strategic card games have seen +29% in fact that the top manufacturers are not wholly value growth so far this year. Despite being the responsible for the current growth in the UK toy least talked about in games, this category is the market. Too often we don’t see beyond the top second best performing. The top performing 10 lists, looking solely at the market at supergames category is electrical handheld table top category level, but there will always be some games, another somewhat unheralded category. interesting and impressive growth below this.

The top performer in strategic card games is Esdevium, whose Pokémon trading card games are the standout property. Puppets are another category that is a top performer, the value growth for the category in 2015 is currently +18%, with Puppet Company, Golden Bear and Melissa & Doug all growing impressively. Some of the lesser known categories that are performing well this year are the ones that have an element of learning involved. Categories such as pre-school talking and sound and musical instruments are both doing very well, encouraging interest in music and sounds. Manufacturers such as KD Group have achieved good results in these categories.

These statistics prove that looking at the data outside of the top 10 opens our eyes to the 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 20

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talking shop Santa’s little helpers Toy World’s Jonika Kinchin speaks to independent retailers about the hot topic of the month. Christmas is a very important time for retailers, and we wanted to find out how stores prepare for the busy festive period.

Bhav Patel Owner, Toy Galaxy, London and Oxfordshire One of the challenges for us at Christmas is availability of key products. Having a good and steady supply is ever so difficult with anything really driving footfall and demand being put on allocation by suppliers. You can take a gamble and order high figures, but when you suddenly receive over a year’s worth of supply when you were not expecting it, it can dent your plans a little. On the other hand, if you do not receive enough your customers will be disappointed.

Another challenge we face during the festive period is space and displaying the stock. At Christmas, we normally make several changes to the shop layout in key areas to ensure they gain maximum exposure, as well as looking at ways of easing customer foot flow throughout the stores. We also tend to increase the section sizes of key ranges to give them a heightened presence. These include the likes of Lego, board games and arts and crafts.

Other changes we will be making include

adding in more themed areas to give particular sections for branding. We also face the task of pricing and competing with key lines at nationals and supermarkets. With some lines so heavily discounted, it becomes difficult to monitor these continually.

Minions products have sold well this year, and with the DVD release set for late October I am sure this will boost sales. The new Lego releases have done better than expected and Paw Patrol continues to be a strong line for us. It wouldn’t be possible

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 23

Wars. By far the key brand this year, suppliers such as Lego and Hasbro are releasing great lines to accompany the movie release and will no doubt see a great boost in sales.

This will be the first year we will participate in the Black Friday event. We will be taking part in the pre-season sale in

November, and finish off with a bang with lots of great items lined up at incredible prices.

This year has been positive for us with really successful ranges and key movies released at the beginning of the year. The summer period was a bit disappointing

which was mostly due to the poor weather we had, but at least we’ve got paddling pools for next year. We are looking forward to next year as we have refits planned for a couple of branches, which will help update and modernise our look and bring excitement to our shoppers.

to get excited about particularly for Christmas. However, at the moment wooden railway and the general pre-school department are particularly good volume drivers. Pokémon trading cards are also strong contenders on the best sellers list.

Licensed and film based products have added some growth but in limited aspects dependent on the franchise, as some have not performed well or for as long a duration as expected.

This year we have developed some strong supplier relationships and achieved most of our key performance targets. We have plans to introduce a new platform to our online offering with a link up with a key brand on an exclusive basis, and will be opening a fourth new store in Stevenage mid-September. The new store will allow Cuthberts a good geographical spread in Hertfordshire and will allow some great branding opportunities in the region.

Natalie Underwood Store manager, Cuthberts Toys, Hertfordshire We don’t focus entirely on Christmas until the middle of November, which is when we will change the shop layout and focus on advent calendars and key Christmas lines on our feature bays across the store. The run up to the festive period will see stock rooms prepared, products priced and ready to merchandise and non-seasonal items slowly being reduced on the shop floor to make way for relevant items such as games, stocking fillers, higher ticket items and, most importantly, our top sellers.

In the run up to Christmas we are usually well prepared and don’t face any major challenges. These only occur when deliveries turn up out of schedule or sometimes not at all. We also attempt to anticipate sales on the high demand lines and getting this correct and ensuring stock follows through normally requires some interesting views.

The team get excited about the Christmas period in general. We focus on making the overall experience a joy for the customers, which is why we put on special themed and weekend events during the season. We also hold exclusive brand days and offers and promotions with our own Cuthberts branded gift and loyalty cards.

The key run up to Christmas will also include weekly feature bays with unique offers for short periods of time in the six week run up.

We haven’t noticed any specific products

For more information call:

making toys Limited.

0843 557 4062 or email: sales@epochmakingtoys.com

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

Toy World 24

indie viewpoint

Karen Clark and Vigen Khatchik Co-owners, The Toy Station, Richmond, Surrey During the run up to Christmas we try to create a festive atmosphere with a mixture of decoration and adapting the layout of the shop. Obviously we go for a Christmas theme, we like to dress the window with either toys we’ve currently got in stock or sometimes nostalgic toys so the adults can reminisce and we can educate children about how toys have changed over time. We also move around the shelves and stock to make room for people to browse, as it does get quite busy and people need time to ponder on their purchase.

Trying to keep ahead and on top of orders is a big challenge for us in the run up to Christmas. No matter how well you plan, there is always something that runs short when there is still three weeks to go to Christmas.

There are some great products that we’re excited about coming in for the season – we’re expecting the Lego and Disney products based on the new Star Wars movie to top the charts. New technology has been instrumental in propelling flying toys to the top of the charts, and the new Gyro Copters are easy and fun to fly with lots of features. The revamped Sylvanian families range is also going to be a winner this year.

Engino and Magformers have a good response since they’ve launched so it will be interesting to see how they do.

We are a small shop and we rely heavily on our customer service so we don’t usually hold any special festive events.

However, we do often have charity events for local children’s charities.

The rise of online shopping has been a challenge for us as it’s now becoming the norm and independent stores are more of a considered experience, rather than the first point of call for purchases. We attempt to adapt, but at the end of the day it comes down to what the customer sees as important: bargains or good customer service.

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 Toy Barnhaus

Retailers who lunch

H

i all. As we write this, we are at the end of the summer holidays, which have flown by. Although trade has been good, the Toy Barnhaus satellite has failed to deliver much in the way of hot weather – we will have to upgrade to a new one next year. Outdoor sales have been ok, but mainly on rackets and scooters, and we certainly have enough stock left over for next year. If anyone has any spare storage, we can fill it with pools. However, overall the summer holidays have been good for sales. The last couple of weeks have seen great sales on lunch bags and bottles as the kids head back to school, and then we move into Christmas layouts.

We have moved our stores round earlier than ever this year, getting the new products out as soon as possible, and there is lots that seems to be selling. Thunderbirds has got off to a great start, with the new Tracey Island already selling well, Fingers crossed it sells as well as the previous one. The new Paw Patroller lorry from Spin Master is another high priced line that has been selling well over the holidays. This year, the Toymaster FOB lines have mostly arrived in August, which has been a lot easier. We ordered a large amount of the giant Star Wars figures from Jakks Pacific, and we have had pallets arriving. We have life-size Darth Vaders still to arrive, who knows where they will go. I think our staff meetings will be like we are on the Deathstar.

The biggest challenge we have at Christmas is space, and it always will be. So far we have planned it pretty well, and we always seem to manage to conjure space from one of the malls we are in. It is a question of planning the deliveries with military precision, and if necessary refusing them if they turn up at the wrong time when a company wants to empty its warehouse early. The other challenge after that is making sure we have enough of the lines that we think will be the bestsellers. With a lot of lines going onto allocation early, you do sometime have to be bold with your figures to get a good proportion of the pie. At the other end of the spectrum, it is vital to keep up with what is not selling as well as thought, and reducing any forward orders or taking an action on the price if necessary.

Although we have had lots to keep us busy in the shops, we have done lots of events in and out of the shops this year. We have a couple of Christmas toy fairs organised to showcase and demonstrate products to our customers. We are also doing some Playmobil figure hunts and a Sylvanian Character visit. As always, we never stand still, and will do lots more next year. Anything that makes us stand out and brings customers in is vital to driving our business forward.

Over the summer we have been doing our summer previews, and have seen lots of great products for next year. However, as you know with us, the most important thing is always the lunch, and we must say, they have been a very high standard this year. The honey and sesame seed coated sausages from Mattel and the cookies from Mattel have been some of the standout foods we have eaten. We have even had Roger Dyson from Toymaster down to take us out for lunch. We have one more to go now, so no pressure on Flair.

That is all from us, happy selling until next month.

Toy World 25

Opinion Pre-school toys – past, present and future

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

T

he worldwide sales of pre-school toys – for children typically between two and five years of age – have been languishing since 2011. It is only now that we are beginning to see the first signs of a turn around. The category is important in that it represents nearly 14% of the global $100bn toy market.

laser-like on the box, the pretty paper, and the ribbons, before pulling down the table cloth or proceeding to some other adventure. So the parents began to migrate down the price scale and this began to depress the sales dollars of the category.

Now with the economy reviving, and the fortunes of the Smith family slowly returning to their old level, will the parents go back to their prerecession ways and pay $50 for a pre-school toy? This is unlikely because there continues to be the need to make hard choices. What we see is a partial recovery but pre-school toy sales are unlikely to snap back all the way. This recession has been so long and so hard that it is likely to change the buying habits of a generation just as the Great Depression did in the 30s.

As for the second driver – demographics – pre-school toy sales are dependent on population growth. More children means more toys and less children means the opposite. This is how population growth occurred in the period between 2000 and 2010 and how it is predicted to play out during the years 2010 and 2020 – half of which are already behind us:

The sales of the top four toy manufacturers – which between them control about a third of the total pre-school toy market – tell the story:

Source: U.S. Census Bureau Population growth is declining on all five continents.

Source: SEC Filings The questions that are exercising the minds of many toy marketers are – what drove the decline? Why did it start when it did? Why is it now apparently turning around? What does the future hold for the category?

There are, in my opinion, three main drivers – economics, demographics, and technological events.

In terms of economics, real household income took a beating in all advanced economies following the 2009 recession. The US as the world’s largest economy is a case in point. Real median household income basically stagnated between 2000 and 2009, then nosedived and stayed on this lower level for the next five years. What this means is that the Smith family making $40,000 per year - and possibly experiencing problems surviving, gradually saw their income shrink by about $3,500 or nearly 10%.This family had to begin making stark choices – do we eat or pay the rent; do we get gasoline or medicines; do we get warm clothes or heat the house? Then the parents realised that there was one way to save some real money without hurting anyone – cut back the toys given to the little guys. The parents found that their two-year-old did not give a tinker’s hoot whether a toy cost $50 or $5 – he or she would play with it happily for about 30 minutes and then focus

The picture is less consistent when you look at the current major toy markets:

Source: U.S. Census Bureau

Toy World 26

The sharpest declines are clearly in three key markets – the US, Italy and Germany. Since people are living longer, this means that the drop for the below 10 year olds is even steeper.

Right now, major toy companies focus on the US and Europe because the fruit there hangs so much lower than in more distant continents. To ensure future growth, they must do a more forceful job in expanding their footprint in Asia, Latin America and Africa, even if this is more difficult and more costly. This appears to be happening, particularly in the case of Mattel and Hasbro if the views of my Chinese and Indian contacts are anything to go by.

The third factor impacting pre-school toy sales is technological – the Hybrids. The Hybrids are a combination of a video game console, a video game, a platform and physical figurines. The first to enter the picture four years ago was Activision with Skylanders, to be followed by Disney’s Infinity, then Nintendo’s Amiibo, and this autumn by Lego’s Dimensions. An estimated 85% of all Hybrid sales are in the physical toy figurines and these compete with traditional toys. The Skylanders attack mainly competes with the action figure category – at the beginning, 25% went against pre-school and now this percentage is down to 10%. In the case of Disney’s Infinity, the percentages started off at 50% against pre-school and this is now down to about 25%; whereas with Amiibo it is reversed – 25% action figures and 75% pre-school. Lego’s Dimensions are again expected to mainly impact the action figure space with virtually nothing encroaching upon the pre-school field.

This is how the impact on pre-school is estimated:

Source: Klosters Retailer Panel In other words, Hybrids are estimated to affect traditional pre-school toy sales to the tune of about 5%. Unless a new competitor enters the space, or the existing Hybrid companies begin to focus more on the pre-school area, this percentage is unlikely to grow significantly.

Of the three factors mentioned – economics, demographics, and technology – toy manufacturers can harness two to ensure future growth.

They can more forcefully enter the markets where population growth continues to be rapid, and they can invade the Hybrid market themselves.

We are seeing clear indications that the first geographical expansion is well under way. So far, the traditional pre-school manufacturers have shied away from entering the Hybrid space themselves – because it is really foreign technological territory for them – but until they do, they are likely to be at the mercy of those who will.

Toy World 27

viewpoint Toy World shares insight and opinion

John Baulch publisher and managing editor, Toy World

Retailers under fire for moves to squeeze suppliers over Chinese currency revaluation

There’s an old saying that there are only two certainties in life: death and taxes – we have Benjamin Franklin to thank for that particular observation. I think most toy suppliers would be tempted to add a third example to the list: retail buyers requesting contributions. Indeed, you could be forgiven for wondering whether some retail organisations have entire departments whose sole job is to dream up ever more inventive ways to part suppliers from their cash. In days gone by, the process used to be limited to Christmas catalogue contributions, a bit of in-store promotional activity (end caps and the like) and perhaps some co-operative advertising. But now there is a seemingly never-ending stream of requests for cash, not to mention the fines imposed for transgressing the retailer’s terms and conditions, sometimes in the most minor ways. Some suppliers have suggested – only partly in jest I suspect – that certain retailers make as much money from their non-transactional activities as they do from actually selling product. While this is clearly an exaggeration to make a point, it does show how strongly suppliers feel about the one-sided and persistent nature of the dialogue.

This gulf in attitudes on the respective sides of the fence was perfectly illustrated by reactions to recent currency fluctuations in China. Last month, China devalued its

tightly controlled currency in an effort to stimulate growth and help boost exports.

The cut of nearly 2% on August 11 was the most significant downward adjustment to the yuan since 1994. Overall, the Chinese currency is down 3.2 percent versus the dollar so far this year. Unsurprisingly, it didn’t take long for American retailers to react to this move: within days, Reuters was reporting that major stores including Toys R Us had started to negotiate with its Chinese suppliers to take advantage of what it perceived to be lower manufacturing costs. Many American retailers are thought to have dollar-denominated annual contracts with provisions that allow them to renegotiate if the currency moves outside of a pre-established range. Some retailers sought to reap immediate benefits by exercising those clauses, while others are expected to bring the subject up at next year’s contract negotiations.

Inevitably, it didn’t take UK and European retailers long to jump on the bandwagon.

Letters began to arrive with toy suppliers at the start of September, with the largest UK toy retailer Argos being the first to contact suppliers, asking them to submit proposals on “how best to align pricing to current market conditions.”

Unsurprisingly, the move was not exactly welcomed by the supplier community. I received numerous calls on the subject from toy companies, all of them making similar points. A common theme that concerns many people is the ongoing reluctance of the vast majority of major global retailers to accept price increases, and the volatility of the currency markets in the medium term. One supplier told me: “Once a price has dropped, it would be near impossible to raise it, especially using the reverse argument that our exchanges rates were not as favourable.” Another pointed out: “This has been tried before, when the dollar rate went to $1.60. We were told by a number of retailers that as we were benefitting, they should too. Then of course the rate plummeted to $1.20, so it was just as well no-one gave anything when originally asked.”

Suppliers have also pointed out that the timescales involved in quoting

Toy World 28

prices negate such a request. One supplier suggested: “It shows their lack of understanding of the market and how far ahead we work if they think we can just go to factory and expect the prices to drop immediately.” Another commented: “Suppliers have already had to commit to pricing for spring summer 2016 and anything could happen between now and then.”

Perhaps the over-riding concern of every supplier I spoke to was the naïve and totally one-sided nature of the move. One supplier summed it up by saying: “I would say it’s a feeling of frustration for the battle we’ve had over the last four or five years to maintain prices with an ever strengthening Yuan. This is an extreme example of cherrypicking information to suit their own needs.

They’re not willing to listen when it comes to constant labour cost increases or the strengthening of the yuan, but when there’s a slight weakening in the currency they pounce on it. I wonder if they considered the 19% increase in minimum wages in the Guangdong province when doing their sums? Although, frankly, that would be impossible for them to calculate as they almost certainly have little comprehension of how labour intensive certain products are to produce.”

Although every supplier I spoke to insisted they would not be acceding to the request, it seems inevitable that some suppliers will feel pressured into at least entering into a dialogue and possibly even making some form of financial gesture.

Otherwise, if everyone refused to play ball, presumably retailers would never make approaches like this in the first place?

Ultimately, it seems that toy companies are frustrated that retailers are not overly sympathetic when the prevailing economic circumstances point to a price increase, yet they are not slow to get in touch to request financial assistance the minute conditions go the other way. You could, of course, say that this is simply how business works, but some might go so far as to suggest that it exposes the myth of mutually beneficial long-term trading partnerships which retailers are fond of promoting.

David Ripley Groupon

The platinum quarter

So this is it, we arrive once again at the start of the frenzied sales season for the toy industry. Once again it will be make or break for retailers and suppliers alike.

Having seen the early set up of the major retailers it will be interesting to see how their aggressive promotional plans are received by their customers; this could be the year that the established toy retailers stage a fight-back to defend their market share against less established retailers.

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

Investing in content and distribution

As we approach the business end of the year, I am full of admiration for the amount of work that the toy industry squeezes into such a short amount of time. Not only are all Christmas programmes being furiously activated but the planning for next Christmas is in full swing. There can’t be many other industries that pile so much pressure on themselves in what is such a critical period.

We have been working with clients to help them create ‘positions’ around key shopping moments in the next few months. Amazon Prime Day, Black Friday, Dream Toys, Cyber Monday and half term week are all in the plans as well as dovetailing our activity with customer service team responses over the critical present researching and giving

The final quarter of 2015 could be different to previous years with a couple of key trade drivers that have the potential to further distort the very back ended sales curve – for those of you not watching, 50%+ of all toy sales occur between October and December. Black Friday has increased in popularity and 2014 was the tipping point for UK mass retail to adopt a trading strategy to support the U.S originated event, which was equally well supported by consumers with the excitement of good old fashioned scrums in the aisles. Websites were also going into melt down with the sheer volume of traffic.

The other key trade driving event in Q4 will be Star Wars Episode 7, even if Force Friday was not seen as a hugely successful commercial event it will have been a great exercise in driving consumer awareness well ahead of the late December movie launch.

Blockbuster is a word often over-used in a market that has multiple big budget movie launches every year, but Star Wars is different and has shaped the relationship

between the toys and licensing industry ever since the first movie. This time around it will have broader appeal than many movie franchises in existence – if the average UK fan-boy of the original movie in 1978 (1977 in the U.S) was 12 those same fans are now pushing 50. That, coupled with the way Lucasfilm & Disney have done a great job keeping the franchise relevant in the non-movie years recruiting youngsters into the licence with the many iterations of animated Star Wars series. The breadth of the target market and appeal for the Episode 7 movie will be the largest ever.

Expect to see many families catching up with the existing Episode 6 movie box set in the six weeks prior to the Episode 7 movie launch, and asking their children to keep faith after watching Episode 1 – like many great box sets, the first in the series is often slow.

Regardless of whether it turns out to be a Golden or Platinum quarter for the UK toy trade, I am confident it will be another exciting one – may the force be with you.

period. Increasingly, we are also thinking about that awfully termed ‘Quarter Five’ and trying to capture all as much spend as possible immediately after Christmas.

These campaigns are being designed to run across multiple channels including client websites, retail websites, social channels, media and influencer relations.

Increasingly at the centre of these campaigns is video content. The wonderful thing about video content (rather than a TV ad) is how it can be repurposed for so many different channels – it provides a very cost effective way of producing ‘branded content’.

We are able to create varying lengths of content that suit the behaviour of consumers that are using different channels. For example, on Facebook we are creating 30 second videos, on Twitter six seconds and on YouTube two minute videos. Each of these platforms is used at a different point in the purchasing behaviour of consumers.

We can now measure so much with video content and not just shares, likes and retweets. If you are able to integrate your channels then you can be quite sophisticated in terms of driving direct purchase. We are able to retarget people who have viewed specific videos with banner advertising and then drive them to purchase at a retail site.

The key thing with creating content is

to ensure that enough budget is set aside for the distribution of that content. Too many times, I have seen great content being created and then being ‘left to rot’ on YouTube or having very limited engagement on Facebook. The general rule of thumb is that one should spend the same amount on distributing online content that has been spent on creating it.

There is no point creating content if no one is going to see it. Social platforms such as Facebook, where most mums spend their time online, have forced brands to spend more money to boost the engagement around the content that is being created.

At best, the organic reach of that content is now in the single digit percentages of your Facebook community that you have spent money and time growing over the last few years.

Twitter will soon be following suit and introducing its own algorithm changes, which will demand more money to be spent on ensuring the content goes further.

So while the marketing bills seem to be going up, the measurability of creating and distributing content across these platforms improves massively compared to other channels that may be in the mix.

That’s the crux of it really, organic reach of content may be slipping away but, by investing more, your ability to measure the effectiveness of your programmes massively improves.

Toy World 29

Retail profile

The Toy Store is open for business in London

Toy World was given a sneak peek ahead of the official launch on 24th September. John Baulch reports…

A

fter over a year of discussion and speculation, I have finally been able to witness the Toy Store’s inaugural London premises at first hand.

Having been offered the opportunity for a sneak peek at the new store by global retail director Geoff Sheffield, I arrived at the Oxford Street location only to find the retailer open for business. Geoff explained that the company had decided on a soft launch in order to familiarise the staff with the range and to test that the systems were fully operational before the official launch a week later.

Those familiar with The Toy Store’s Middle East outlets and the emphasis the retailer places on delivering a magical retail environment will certainly be impressed with the London flagship store. The outlet stretches over two floors, with direct access to the ground floor from bustling Oxford Street. Attractive ground floor window displays – currently featuring a K’nex Ferris Wheel, World of Warriors and several Stormtroopers – give the store great visibility on this busy thoroughfare, while the frontage is broad and very open, helping to draw people in. Geoff also tells me that it looks incredibly eye-catching when lit up at night.

The majority of the space is on the first floor, so the ground floor has been reserved for what Geoff describes as “quick grab” merchandise; as you walk in you are greeted by a Marvin’s Magic kiosk and a Wicked Vision display area, which will make for a highly visual, interactive welcome for visitors. The remainder of the ground floor merchandise has a strong British theme: there is a Paddington Bear area, a range of tourist plush from Ty and a selection of British-themed toys, games and puzzles featuring products from Corgi, Ravensburger, John Adams, Drumond Park, Lego and Trunki. There is also a large range of confectionery to complete the ground floor mix.

Going up the escalator, past the giant model of Toothless from How to Train Your Dragon, you enter the store’s main space; the area where the real retail magic is on show. The company has unquestionably delivered on its promise to deliver compelling retail theatre, with high quality fixtures interspersed with some stand-out features and plenty of demonstration areas. There is a strong emphasis on engaging children and encouraging them to get hands on with the product, as Geoff explains: “Everything has been looked at from a kid’s perspective. All of the fixtures have been designed specifically for this store, and we’ve deliberately made them all very low, so even young children are able to engage fully with the brands.

This also gives the store a feeling of openness - a wide expanse that kids will want to explore.”

And there is certainly no shortage of things to

explore. The vast majority of the major toy brands and character properties are well represented, utilising the ‘shop within a shop’ approach to create designated areas which are individually branded, yet work seamlessly together as an over-arching theme.

Geoff commented: “We’ve created the stage and asked toy companies to bring the act. We’ve been delighted with the response. Many people embraced the concept from the off and engaged with us straight away. Now they’ve seen what we’re doing, others have already been in touch wanting to come on board.”

The vast majority of the toy industry’s power brands are represented: Lego, Thomas the Tank Engine, Teenage Mutant Ninja Turtles, Peppa Pig, Playmobil, VTech, Fisher Price, Paw Patrol, Hasbro games, Hot Wheels, Power Rangers, Nerf, Transformers, WWE, Star Wars, Play Doh, Sylvanian Families, My Little Pony, Bratz, Monster High, Baby Born, Barbie and many more.

In addition to these high profile brands, it’s refreshing to see that there are also some less wellknown names on display: for example, the Bonnie & Pearl range of dolls has its first major retail presence in the UK in the store. Geoff explained: “We met them at

Toy World 30

Toy Fair. They have a great story, they’re great people who are passionate about what they do. They’re just the kind of company we want to partner with.”

The product selection is heavily dominated by character merchandise, with the chosen properties featuring a wide array of product, not just toys. Geoff told me: “We have picked the most relevant licences and brought all the different product categories together in one area. We believe that’s how consumers want to shop. We’re also using installations, digital screens and interactive elements to allow consumers - especially children - to engage with the brand.” So at one end of the spectrum you have a giant model of Thomas which children can have their photo taken with, while the Bratz selfie booth and Barbie catwalk feature the latest technology that kids will undoubtedly gravitate towards.

The store already has the elusive ‘wow factor’ that all retailers look to achieve, yet Geoff admitted that there is still a lot more to come: with more elements and sculpts still to be installed, and some of the technology still being worked on, the store remains a work in progress. I have no doubt, however, that the end result is going to be highly impressive.

Face to Face

Toy Fair close to a sell-out Managing editor John Baulch catches up with head of Toy Fair operations and sales Majen Immink about the plans for next year’s show.

Majen Immink

head of Toy Fair operations and sales

How is Toy Fair 2016 shaping up?

The show is shaping up well. We have had a great returnee rate and will be welcoming a number of new exhibitors too. There is approximately 8% space remaining and the Greenhouse sold out in the summer months even after expanding it to accommodate the growing demand. Visitor registration has now opened and already a large swathe of people have signed up, so it is looking positive for 2016.

Are this year’s longer opening hours just a oneoff solution to a specific challenge or do you plan to stick with these new times?

Our primary reason for extending the hours in 2016 is to give visitors the same amount of overall show hours whilst being able to finish early on the Tuesday to allow people time to leave earlier than usual. We intend to revert back to the usual format and timings in 2017, though it is something we continue to assess on a year by year basis.

What impact has the proximity of dates to the Nuremberg Toy Fair had on the number of returning exhibitors?

The change in the schedule slightly delayed the application process and inevitably created some logistical difficulty for a few exhibitors who have decided not to exhibit at the London Toy Fair in 2016. However we look forward to welcoming them back in 2017 when the dates return to the usual Tuesday to Thursday format.

What measures have you put in place to help companies which will be exhibiting at both Nuremberg and Toy Fair?

Firstly, to assist exhibitors financially, we maintained flat rates for 2016 and have given all exhibitors a further 5% discount for one year only. Furthermore, we have taken the decision to extend show hours on the Sunday and Monday so that we can finish at 4pm on the final day to allow exhibitors and visitors to leave the show earlier than usual. The team are on hand to offer guidance for any exhibitors experiencing difficulties and needing help at any stage of the process.

Has the withdrawal of some established toy companies given you greater scope to incorporate new exhibitors?

Every year we see some fluctuation in exhibitor numbers and returnees, with not all exhibitors able to return for varying reasons year on year.

This year the absence of a few means that some returnees have the opportunity to move to a new location within the show and absolutely has created further space for new exhibitors to attend too.

Can you give us an idea of some of the new companies that will be exhibiting in 2016?

We will be welcoming numerous new exhibitors in 2016, including those exhibiting in our Greenhouse area, which is why we have chosen to expand it slightly for 2016. It’s really positive to see brand new companies and innovative individuals breaking into the industry, and we often get feedback from visitors that this is the area to find some hidden gems. New exhibitors in 2016 include JNH Europe, TinyTodds, Suncrest, Magformers, Arklu, Keycraft, Autel, PowerUp, Trefl and Nicko Toys amongst many others.

Toy World 32

What message do you have for retailers who are deliberating how much time to spend at Toy Fair in 2016?

Toy Fair is always a busy show so we always recommend visitors book appointments as much as possible in advance and plan their time as the show always seems to fly by so quickly.

Will you be introducing any new developments to the show for 2016?

The major change in 2016 is the Sunday to Tuesday format with press day falling on the middle day.

Looking ahead, what direction do you see the Toy Fair taking over the coming years?

The mission of Toy Fair will remain the same and in fulfilling that mission, and being a great showcase for the toy industry in the UK, we aim to move with the times and keep Toy Fair as relevant to exhibitors and visitors as it has been through its many years as a feature of the industry calendar.

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ToyTrust

Toy Trust donations spotlight Hearts and Minds is one of the many children’s charities supported by Toy Trust this year.

C

lowndoctors’ Special Branch is part of the Hearts and Minds charity and aims to bring fun and interactive Clowndoctors sessions to 10 regions in the UK. Its Special Branch division works specifically with children at four hospices and residential respite units. The children referred have chronic or life limiting illnesses and are often not expected to live into adulthood.

The organisation’s therapeutic work normalises the care and environment through promoting play, creativity and positive interactions. Feelings of powerlessness and frustration, anxiety, low selfesteem, difficulties with communication, social or physical skills are all addressed and improved.

The results are staggering: • Physical signs of relaxation and increase in verbal/non-verbal communication: 83% • Increase in attention and alertness: 75% • Increase in child confidence: 63% • Increase in cooperation and interaction with staff: 54% • Children self-reporting happiness: 50% • Smiles and laughter: 100% The Toy Trust’s small donation of £500 for 2014 and 2015 helped to fund these sessions, but fundraising is a never-ending task. This is a project the Toy Trust supports and which fits perfectly with the Toy Trust’s own criteria. Even small amounts make a difference, which is why the Toy Trust’s donations committee works hard to bring many causes into the donation pool.

A spokesperson from the charity said: “On behalf of everyone at Hearts and Minds and the children and families across the units we visit, thank you so much Toy Trust.”

Kai Hawaleschka, managing director at DKL

Marketing, commented: “I decided to become a member of the Toy Trust because I believed I could make a valuable contribution. I recognised the Toy Trust as an excellent charity which was very successful at raising funds and, through my worldwide Rotary contacts, I knew I could help the team to connect with more charities and worthwhile causes. What has always stood out for me during my years in the Toy Trust is the camaraderie of its members.”

Kai also added: “Having been an active Rotary member for 15 years, I have been involved with several local charities. DKL regularly donates toys to local schools, and every year we partner with our local MP who dresses up as Father Christmas.”

This year the Toy Trust will be holding special events including the Big Toy Trust Toy Sale from 16th-20th November. From 7th-11th December Toy Trust will also be holding a Toy Trust Christmas Cake Bake.

For more information email Matt@btha.co.uk, visit www.btha.co.uk/toy-trust or follow Toy Trust on twitter @thetoytrust.

Toy World 34

Kai Hawaleschka managing director at DKL Marketing

US - Sakar International Inc., 195 Carter Drive, Edison NJ 08817 P:1.800.637.1090 sakar.com UK - Sakar Europe, 2D, Siskin Parkway East 4020 Middlemarch Business Park CV3 4PE United Kingdom T: +44(0) 2476 518500 AU - Sakar Australia, Level 3, 141 Osborne St, Sth Yarra 3141, Victoria, Australia T: +61 9279 3969 LA - Sakar Latin America, Avenida Kennedy 5600, Oficina 701, Vitacura, Santiago, Chile T: +562.2307.8932 For Licensing Inquiries please contact Liza Abrams (732)248-1306 or labrams@sakar.com

Company profile

From Belarus with love

Belarus-based Polesie offers UK retailers and distributors a wide range of quality plastic toys. Toy World reports.

P

olesie JV Ltd manufactures a wide range of high quality plastic toys. The Belarus-based company has always been dedicated to the research and development of new products to meet current market demands. It also has a strong commitment to providing customers with the most competitive prices and fast delivery.

Polesie was established in 1998 and since its launch the company has gained a strong reputation for manufacturing and distributing a range of quality toys and games, trusted by parents and loved by children.

The Company currently sells an impressive assortment of top quality plastic toys to more than 40 countries worldwide. All the toys comply with EN-71 standards and its quality management system was certified according to ISO 9001 in 2007.

Polesie currently employs around 2300 people across its European-based manufacturing facilities.

The company owns a huge selection of the latest manufacturing equipment including over 100 injection moulding machines, as well as metalworking machinery and instruments to ensure a flawless production process. New moulds are also manufactured in-house, while the company runs a delivery fleet of 120 trucks to ensure smooth passage of goods to its customers’ warehouses. A massive 30, 000 square metre warehouse allows the company to store the required volume of finished product to fulfil orders from its customers, even during the peak of seasonal demand.

an electronic dishwasher and a washing machine with running water and realistic sounds.

Toy World spoke to Polesie to find out what the company can offer potential UK customers:

TW: How will you sell and distribute the range to the UK market?

P: We can offer direct supplies to UK companies from our Polish warehouse, which is located in Biala Podalska. We offer direct communication with the factory to ensure a smooth order and delivery process, and there are no minimum order requirements, so customers can order quantities to suit their particular needs.

TW: When did Polesie acquire the Coloma brand and what are the stand-out products in the range?

P: Polesie acquired the Coloma brand in 2013. The acquisition allowed us to expand our product range into kids’ trikes and ride-ons, which the Coloma brand is well-known for. The range includes the popular motorbike ride-on, as well as a selection of pedalpowered toys including tractors, dump trucks and go-karts. In addition to the wheeled toys, there is also a huge range of high quality kitchen play toys including

TW: Can you tell us a little about the history of the Wader brand and the current range?

P: Hermann Wader founded Wader Toys in 1956. The company was managed by the Wader family until August 2012, when Polesie acquired the company. Now the popular brand is being produced in our factory in Belarus, where we ensure that we maintain the top quality for which the brand has been recognised for nearly sixty years. There are over 200 products in the Wader range, including a wide selection of toy cars and play sets, such as garages. There is also a huge choice of sandpits, water play toys and classic beach toys, including bucket sets and sand moulds.

TW: Which UK accounts are you targeting?

P: We are looking to supply wholesale distributors and independent toy retailers, as well as the educational market.

TW: What are the major benefits to UK retailers of stocking your products?

P: We value the quality of the product and the service

Toy World 36

that we offer our clients above all else. We are also able to supply a massive selection of toys – over 1500 items – and a short lead-time. Apart from the success of our brands, ‘Fair Play’ is one of the company’s most important beliefs. Whether employees, partners, customers or suppliers, we pride ourselves on establishing relationships built on trust and cooperation.

TW: At which exhibitions or venues can UK retailers see the range in 2016?

P: Polesie has been a participant in both national and international exhibitions for more than 10 years.

We have exhibited our product range in Poland, Czech Republic, Russia and Belarus, while we have also participated in exhibitions in Japan, India and the United Arab Emirates. We will be presenting our products at the 2016 Hong Kong Toys & Games Fair, as well as the Nuremberg Spielwarenmesse. For more details, please see our website www.polesie-toys.com, or contact our export sales manager Natalia Tarasiuk on sales@pppolesie.com.

BE READY FOR DISNEY PIXAR’S uPCOMING BLOCKBUSTER WITH THE GOOD DINOSAUR TOYS FROM TOMY

© Disney/Pixar

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9/18/15 1:04 PM

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

Jakks Pacific announces global licensing agreement with WWE

The agreement features the rights to manufacture a line of consumer products based on WWE’s characters.

Jakks is scheduled to launch its first wave of WWE products in autumn 2016. Rights also include everyday dress up, role-play, radio control vehicles, seasonal costumes, and Jakks’ 3D IT Character Creator brand as well as action figures.

“We are pleased to once again be partnering with a franchise as epic as WWE,” said John Blaney, executive vice president of marketing, Jakks Pacific.

“Our toy role-play and dress up product will only be enhanced by adding the WWE licence to our portfolio. To have the opportunity to bring these largerthan-life personalities to consumers through our toy aesthetic is incredible, and we are looking forward to bringing our products to market.”

Casey Collins, WWE executive vice president, consumer products, said: “In addition to our long standing master toy partnership with Mattel, we are excited to expand our toy portfolio with a company as innovative and creative as Jakks Pacific. This new line of products will bring to life our favourite WWE superstars and divas in a new way that we are sure our fans and collectors of all ages will enjoy.”

Jumbo Games launches Frozen TV campaign

Jumbo Games has announced a TV campaign for the Disney Frozen Magical Ice Palace Board Game.

The new TV spot will be airing on eight channels.

The new Magical Ice Palace Board Game will take players on a journey to help Anna save Arendelle from an eternal winter and Elsa’s icy powers.

Disney Frozen has been a key focus for Jumbo in 2015 with the launch of the Frozen Giant Foam Floor Puzzle, Frozen Giant Wall Puzzle and Puzzle and Colour, with a subsequent release of the Frozen Weave Loom Machine in November.

Stewart Middleton, managing director at Jumbo Games, said: “This is our first television advertising campaign in three years and reflects our continued success in the kids’ jigsaw puzzle and licence market. Disney Frozen has been a huge focus for our business and the range continues to be in great demand in store with families and kids. As families prepare to go back to school and the winter months roll in, we’re expecting the collection to go from strength to strength.”

Pop to debut Saban’s Power Rangers Dino Charge in the UK Saban Brands has announced that Pop will be debuting the latest season of Saban’s Power Rangers Dino Charge in the UK. The UK premiere of Saban’s Power Rangers Dino Charge is the latest step in the growing global footprint of the Power Rangers television series. Power Rangers Dino Charge is already a major hit in the US, and will also soon launch in other countries around the world.

The Power Rangers television series first debuted on POP in September 2014 with Saban’s Power Rangers Super Megaforce, and is currently the number one brand in Pop’s kids (ages 4-9) programming category.

Pop will also air the next instalment of Saban’s Power Rangers franchise, Power Rangers Dino Super Charge, in 2016.

“We are excited to continue our partnership with POP and to bring new seasons of Power Rangers to our fans in the UK,” said Frederic Soulie, senior vice president of global distribution at Saban Brands. “We’re certain that POP’s viewers are going to love this action-packed, dino-themed season.”

Pokémon goes back to school with Sambro

The Pokémon Company International has signed a deal with Sambro to produce a Pokémon back to school range.

The deal covers three categories: stationery, bags and lunchware, and will be launched at retail in 2016.

This latest signing follows a steady period of growth and 24 months of sales success for the Pokémon brand in the UK and Europe. Sambro joins the raft of recently signed UK licensees that include Character World for bedding, Danilo Promotions for calendars, Aykroyds and TDP Licensing for nightwear and underwear and Winning Moves for board games.

Mathieu Galante, senior market development manager at The Pokémon Company International, said: “Sambro has a fantastic track record in producing quality consumer products for some of the biggest names in family entertainment, and we’re delighted to be teaming up to produce this exciting new back to school range for Pokémon fans in the UK and Ireland.”

Licensing World 38

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9/17/15 4:46 PM

licensingworld LeapFrog adds four new multiplayer games to its LeapTV learning library

Disney’s Frozen and Nickelodeon’s Blaze and the Monster Machines characters will be joining LeapFrog’s learning library.

Featuring two of today’s most popular kids’ licences, the games will encourage children to develop their mathematical, creative, spelling and problem solving skills.

The LeapTV system encourages and enhances the way children learn and develop skills. By selecting games and adapting them to the child’s level, they can learn through motion as they jump, dance and move to develop core skills across reading, mathematics, science and problem solving.

“At LeapFrog, we know that gaming is more fun when kids can play together and our team of dedicated learning experts work tirelessly to ensure our games are enjoyable, but educational at the same time,” says Gail Fisher, UK and EMEAA content and licensing manager. Children will be kept on their toes as the curriculum is adjusted to make sure little ones are given just the right challenge.”

The multi-player feature allows players of all ages to play and learn together with a curriculum that adjusts for each player.

With the addition of these new characters, there are now more than 100 game cartridges and features in LeapTV’s library, all designed and approved by LeapFrog’s team of learning experts.

New animated series announced for Channel 5’s Milkshake

A brand new CG animated series called Shane the Chef is to be aired on Channel 5.

Along with his daughter Izzy, ambitious character Shane runs a restaurant in the town of Munchington. Each episode focuses on Shane’s high-energy exploits and passion for food, whether it’s finding wild herbs, breaking world records or growing large vegetables for the village county fair.

Set to air in spring 2017, the 52 x 11’ series aimed at preschoolers will be produced by children’s production and rights company Hoho Entertainment.

“As home to some of the world’s favourite pre-school characters, Milkshake is the perfect place for such a lovable and engaging new personality,” comments Jessica Symons, head of children’s at Channel 5. “The show’s unique premise and its key ingredients of entertainment and learning make for a sure-fire recipe for success. Cookery and food programmes have never been more popular on TV and Shane is the chef that pre-schoolers can call their own.”

Rovio sharpens focus on core businesses

Rovio Entertainment has plans to restructure and concentrate its activities around three primary business areas: games, media and consumer products.

As a result of these plans, the company will begin employee negotiations on up to 260 redundancies. The negotiations will apply to the whole organisation, excluding those working on the production of the The Angry Birds Movie in the United States and Canada.

“While we have gathered good momentum this year, fundamental changes are needed to ensure Rovio succeeds in its global ambitions to be the leading entertainment company with mobile games at its heart,” says Rovio’s CEO Pekka Rantala.

Pekka Rantala adds: “This is personally a difficult decision. However, it is certain that a leaner and more agile Rovio is absolutely necessary to move forward and take the company to new successes in the future.

We will work with and support all our employees through this period of change.”

Paul Lamond launches Danger Mouse range ahead of new series

After more than 20 years, Danger Mouse is back on screens, and will be joined by new games and puzzles from Paul Lamond.

The children’s British animated television series first hit screens in September 1981 and became one of the most viewed children’s TV series of its time.

Paul Lamond’s range of puzzles that has launched this autumn features Danger Mouse along with his trusty assistant, Ernest Penfold, alongside the programme’s other characters.

Richard Wells, sales director at Paul Lamond Games, said: “It is fantastic to be bringing this range to market in line with the revival of this renowned show. Danger Mouse is such an iconic character that many of us remember from our childhood, so this year our products are aimed at that market. The puzzles are 1,000 piece jigsaws and the Secret Agent card game is aimed at eight years and over. We also have plans to extend the range in 2016.”

The new Danger Mouse series returned on CBBC on 28th September.

Alexander Armstrong has replaced the original Danger Mouse voice of David Jason while Kevin Eldon, Richard Osmond and Stephen Fry will also feature.

Licensing World 40

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licensingworld

Everything’s Rosie at V&S

V&S’s managing director Vickie Corner offers an insight into the world of Everything’s Rosie.

Can you give us a brief overview of the history of the Everything’s Rosie brand?

Everything’s Rosie launched in 2010 on CBeebies and we are thrilled to have delivered Series 4 this year. Reaching the milestone of 104 episodes is a huge achievement and has not gone unnoticed by the major International broadcasters who support Rosie as a cherished title in the pre-school arena. Rosie’s popularity coupled with her broadcast success both in the UK and internationally has proved that she is a brand in demand, and the next phase is to launch a quality licensing programme for her fans.

What broadcast schedule do you currently have in place in the UK? We are delighted that Rosie broadcasts daily on CBeebies. The pre-school ratings see Rosie regularly feature in the top spots and five years down the line she has become a recognisable member of the CBeebies family sitting alongside other iconic titles such as Postman Pat. What level of viewing figures is the show achieving?

Rosie is performing extremely well in her current slots, consistently exceeding her benchmark share and regularly featuring in BARB’s top five pre-school series in more than one slot.

Can you tell us about Rosie’s kids’ comic book presence?

Rosie has been featuring for some time now in the top compilation magazines for preschoolers with the likes of CBeebies Magazine, Friends Fun to Learn with Redan and Girls Love from Signature which released the Everything’s Rosie Standalone Girls Love magazine in July this year.

burst into singing the theme tune for you. It is important to enhance the broadcast success and maintain brand demand. The character costumes have been extremely popular and it helps to bring Rosie to life. We have been extremely fortunate to work with live events company Oddpost Entertainment which stages innovative, award-winning productions all over the world. We have a great deal of activity in the pipeline and have been lucky to launch our costume strategy at fantastic events and locations.

What have been the main live appearances so far this year?

We were thrilled to have been invited back to perform at West End Live in Trafalgar Square this year, where we were also given a magnificent marquee to host children’s activities. It’s a fantastic, free-to-enter event that showcases the very best family entertainment alongside performances from top West End musicals – over 500,000 people pass through over the weekend. Rosie and Raggles also featured at Alton Towers during the summer holidays where the feedback has been fantastic.

What reaction have you had from children at the live appearances?

The reaction has been phenomenal, Alton Towers have been thrilled with the feedback where Rosie and Raggles were available for meet and greets and had a consistent following

of children wanting to meet them. Alton Towers ran daily meet and tweet competitions where parents could tweet pictures of their children meeting Rosie and Raggles, which proved to be extremely popular.

What are your hopes for Everything’s Rosie for 2016?

The completion of Series 4 will allow us to move on to the next phase of our strategy in 2016. With each new series Rosie’s popularity has increased year on year and remains solid, which is a credit to the strong storylines and appealing visuals. Rosie now has a robust fan base and licensees will be thrilled to be able to fulfil the demand for additional merchandise to compliment the broadcast.

Rosie has 104 episodes in the major markets and key broadcasters, we have 170 territories broadcasting Rosie with consistently high ratings and, to top it all off, Rosie has just reached 100 million YouTube hits. 2016 is going to be a very exciting year and we can’t wait.

What news is there on Series 4 of the TV show?

Series 4 started transmitting on CBeebies earlier this year and quickly topped the BARB ratings charts. Many of our international broadcasters have already signed up for the new episodes with deals continuing to roll in.

Can you tell us about the launch of the new Everything’s Rosie app?

We are soon to launch the brand new app which features exclusive and exciting Rosie content in a safe and secure environment for children. This will be available at the end of October.

How do costume character appearances benefit the property?

Ask any parent of a 2-6 year old and they will know Everything’s Rosie and will most likely

01494 590 402 | www.vandsent.com

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licensingworld Character Options

0161 633 9800 | www.character-online.com Scooby-Doo has been a key brand for Character Options for over a decade, and 2015 has been a landmark year with the reintroduction of the Mystery Solving Crew. The launch of the new pocket money priced five-inch scale action figures has proven a favourite, with revitalised packaging plus a competitive pricing structure to deliver volume sales.

For autumn/winter, Character will launch the Crazy Legs Scooby-Doo which has fast moving 360 degree rotating legs, and is supported by a dedicated TV commercial.

Adding to the line-up for Peppa Pig is the new Once Upon a Time collection with playsets, figures and accessories taking on a story telling and fairy tale theme. Amongst this is a new musical Peppa Pig, Princess Rose Peppa. Children can form a circle with friends and hold hands with Princess Rose Peppa, and when the ring is complete Peppa will sing her favourite Ring-a-Roses nursery rhyme.

Coming out just as the new TV series of Doctor Who is launched, Character’s Cyberman attack is an interactive game that will help fans improve target practice.

GP Flair

0208 643 0320 | www.flairplc.co.uk This autumn, the Doc McStuffins brand will include the new Doc Mcstuffins Pet Vet series. A hero product of the range is the new Interactive Pet Vet Doc McStuffins Doll, whilst Find & Fetch Findo the interactive dog is on the patient list.

There will also be new accessories such as the Vet Bag Playset and the Pet Vet Desk which will allow children to create their own Pet Vet clinic at home.

The eagerly awaited World of Warriors toy line includes a range of mini collectibles which are available in twin packs, as well as packs of four and eight. In all, there are over 120 detailed figures to collect in series one alone. Both packs come complete with a battle temple, on which the figures can stand.

There is also a World of Warriors Battle Gear role-play range, which features three weapon and accessory packs. A 3600 advertising campaign is in full force. TV advertising, print and sampling will build awareness for this highly anticipated brand.

The Teenage Mutant Ninja Turtles Mutations range had a positive start with its blend of Mix and Match action figures and vehicles. New additions for the classic collection include Hand to Hand SFX figures that play sounds and phrases when moved. For the youngest of fans, the Half-Shell Heroes continue to be a favourite.

Golden Bear

01952 608 308 | www.goldenbeartoys.com Golden Bear has extended its character portfolio this year with two new pre-school licensed properties, Twirlywoos and Hey Duggee. Based on the new TV series airing on CBeebies, Golden Bear’s Twirlywoos range is exceeding all expectations at retail. The plush characters feature their own signature sounds and come in various sizes. The pull-a-long Big Red Boat Playset is full of electronic learning activities including character songs and moving elements which reveal hidden features.

Also airing on CBeebies is Hey Duggee, featuring the voice of Alexander Armstrong as the narrator. The toy line includes talking plush and collectible plush assortments with accompanying child-safe feature badges. Cuddly Woof Woof Duggee Soft features alongside the Club House Playset which is packed with accessories to encourage character-led role play.

Golden Bear has also re-entered the nursery arena with a My First range. The collection features soft-to-touch fabrics, gentle lullabies and soothing lights. The range also offers a personal touch with a special baby-safe photo holder.

Golden Bear continues to focus on and develop its licensed ranges that air on CBeebies including In the Night Garden, Bugbies, Woolly and Tig and Something Special,with a targeted CBeebies Land on-pack promotion features across the range’s packaging.

Licensing World 46

licensingworld JNH Europe

0161 737 1881 | www.chelfordltd.com JNH Europe, in collaboration with Disney, Marvel and Lucasfilm, has successfully launched Star Wars Rebels and Avengers Age of Ultron licences on its range of indoor and outdoor children’s furniture.

JNH’s products are stocked nationwide, and are reporting strong sales across all licences, in particular Frozen, Mickey, Minnie and Princess.

Sales of Avengers have just started, and Star War Rebels will be available from October. JNH’s stock build up for the back-end is in full swing, with its top products table and chair sets, moon chairs, folding chairs and flip out sofas available in four top licences: Frozen, Mickey, Minnie and Princess for immediate delivery.

JNH’s Foam Flip Out Sofa is now available flat packed. This packaging allows retailers to hold plenty of stock to satisfy demand without taking up valuable storage space, and is also easy for customers to carry away.

Mattel UK

Parragon

Fisher-Price celebrates Thomas & Friends’ 70th anniversary with new launches across all its Thomas & Friends ranges. New to the collection is the My First Rail Rollers Spiral Station, whilst My First Remote Control Thomas remains a key focus in the My First collection. The hero item for TrackMaster is the Thomas Shipwreck Rails Set playset, based on the feature length special, Sodor’s Legend of the Lost Treasure. 2016 is set to feature a racing theme, with new launches including the TrackMaster Close Calls Cliff playset.

Fisher-Price’s Bing range, including the interactive My Friend Bing and Bing’s House playset, has seen great success at launch. This is set to continue into 2016 with the expansion of the playset and figure offering, as well as the introduction of role-play items such as Bing’s Phone.

Disney Pixar’s Cars introduces the TV advertised Gear Up McQueen this season while 2016 sees the launch of the Drop and Jump Gray Transporter.

Disney Pixar’s Planes continues its Diecast Car Assortment this autumn/ winter, allowing kids to recreate scenes from the film.

2016 sees the continuation of the Create a Segment range with new additions including limited edition figures.

Next year also sees the introduction of the Batman vs. Superman movie range including a Deluxe Batmobile and new toys straight from the movie content.

Parragon is launching a range of books, gifts, toys and craft kits featuring popular licensed character brands in 2016.

Parragon is eager to add new SKUs to its Happy Tin product range. New lines will include The Good Dinosaur, Jungle Book, Zootropolis and Finding Dory. These will complement Parragon’s Happy Tin range, which features popular properties such as Doc McStuffins, Sofia the First, Frozen Fever, Disney Princess, Minnie Mouse, Marvel Avengers Assemble and Paw Patrol.

Parragon’s new Disney Frozen Selfie Kit includes a fully illustrated book providing tips for taking the perfect Frozen selfie, plus a selfie stick, reversible background scene, six prop sticks and over 25 press-out props.

Parragon is also releasing Magic Foil Craft Art Book & Kits, which include a how-to book with step-by-step instructions and illustrations. The kits also comes with 75 foam stickers and 15 foil sheets to make foiled decorative embellishments. The range will launch with three SKUs including Disney Frozen, Beauty and the Beast and Cinderella.

The 75-piece Disney Frozen and Cinderella Shadow Puppet Storyteller kits allows children to put on their own shadow-puppet show.

Each kit includes a storybook, eight double-sided character props and sticks, a torch, a story scene, as well as tips for making shadow animals.

01628 500 000 | www.mattel.com

01225 478 888 | www.parragon.com

SW_Ep7_Advert_Toy World.pdf

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KYLO REN

AIRWALKER™

© & ™ Lucasfilm Ltd

The Force Awakens

BALLOONS ready to order now

by

TEL: +44 (0)1908 288 500 E-MAIL: sales@amscan-uk.co.uk WEB: www.amscan.co.uk ©Amscan 2015, All rights reserved

licensingworld Tomy

01271 336 155 | www.tomy.co.uk Tomy has added to its portfolio of big brand children licences. The company is celebrating some of this year’s biggest licences with new product ranges featuring Star Wars, Marvel, Disney Pixar’s Inside Out and Disney Pixar’s The Good Dinosaur, due for release in November.

Tomy recently launched the supporting creative play range for this summer’s hit Inside Out from Disney Pixar. Children can delve into Riley’s mind and meet her conflicting emotions – Joy, Sadness, Anger, Fear and Disgust – from behind their Control Console and Headquarters playset. The five emotions, Bing Bong, the Console and Headquarters are all available in a wide range. Creative play is enhanced by a range of special features including the main characters lighting up when placed near to the Console, and Memory Spheres, which project a scene when used with the Headquarters.

The company will be launching its Impulse range in 2015. This is a range of collectible toys for licences including Star Wars, Marvel, Teenage Mutant Ninja Turtles, Disney, Hello Kitty, Sonic Boom and Nintendo. The hero line is the Star Wars Light-Up Light Sabers. There are six of these keyingattaching illuminating Light Sabers to collect. The illuminating function is a first for Tomy’s Impulse range of collectible toys. The Teenage Mutant Ninja Turtle Collection Pack features all the characters in a range of concepts including figure keyrings, badge studs, bike valve caps, pencil toppers and stand-alone half-bust figures.

Pioneer Europe

01279 501 090 | www.qualatexeurope.com Pioneer Europe has unveiled the new 22” Star Wars: The Force Awakens Bubble Balloon to celebrate the highly-anticipated movie, which will be in cinemas December 2015.

The new Bubble Balloon is the latest addition to Pioneer’s collection of Star Wars products, which includes other Bubbles, latex and Party Banner Balloons.

When inflated in-store, the Star Wars Bubble Balloon is ideal for impulse sales, and will further increase sales of Star Wars merchandise.

Long-lasting Bubbles and other Qualatex balloons are a great addition to toy store offerings. Pioneer Europe has a wide range of party products including the most popular licences, as well as expertise, retail solutions and training.

Rudolf Stein

0117 300 3081 | www.rudolfstein.com Character brands like Peppa Pig, My Little Pony and Adventure Time feature on Rudolf Stein’s kids’ jewellery and accessory ranges. New products will be launched across all ranges in time for Christmas 2015.

In addition, Rudolf Stein will be launching Care Bears at retail in early 2016, to include jewellery, accessories and gift lines. Popular character brands like Peppa Pig join products such as the new Make Your Own Jewellery Set, which is designed to be easy for pre-schoolers to use and contains all children need to make their own jewellery.

Peppa Pig also has the potential to drive collectibility with a strong supporting cast of characters. Its range of snap clip sets, each featuring Peppa and one of her friends, is a low price point line that is both collectible and functional.

Licensing World 50

GET READY!

MINIONS

DVD RELEASE THIS NOVEMBER!

JOIN THE

Minions mania!

Can you win this fast paced bowling game with your favourite Minions characters?

Knock down the Minions and add up the number of eyes each minion has to get your score. Aim carefully to score more points! 20 points and you win the game!

TACTIC GAMES UK • Phone 01483 332070 / 332071 • info@tacticgames.co.uk • Youtube.com/TacticBoardGames

licensingworld Tactic Games

Vivid

The Thunderbirds 50th Anniversary Chess Set and Trivia Game have been embraced by major retailers and the gift sector.

Tactic’s Minions range consisting of Minions Hit Them Out! and Minions Molkky have enjoyed unprecedented sales across all retail markets. Sales for the Minions range have been much better than the company anticipated and retail continues to reorder.

The TY games range is going from strength to strength and the success of this year’s offering has prompted Tactic to add new lines to the licence for 2016. The Beanie Boos property is bringing a new look to the brand and Tactic will continue to develop educational games featuring the TY Beanie Boos characters.

The strength of the TY brand has driven significant sales growth which will continue going forward due to the longevity of the brand.

Following a soft launch in the UK at London Toy Fair 2015; Tactic has major plans for the licensed games in 2016.

In 2016 the Tactic Group will be unveiling new licensed games at all the international trade shows.

Shopkins comes to Crayola at the end of 2015.

Children can enjoy hours of colouring, reliving all their favourite Shopkins characters. The range includes eight Shopkins Marker Stampers, Shopkins Giant Colouring Pages and a Shopkins Colour and Sticker book.

Thunderbirds returned to screens with a new CGI series, Thunderbirds Are Go, earlier this year. To accompany this, Vivid launched a range of products from Action Figures to the Interactive Tracy Island. Expanding the range in 2016, Vivid will be introducing a Brains & Max Twin Pack, Kayo Action Figure, Thunderbirds and FAB1 both with sounds, as well as other product extensions.

Vivid also launched a range of Care Bears earlier this year to accompany the CGI TV series Welcome to Care-a-Lot on Tiny Pop. The range includes three scales of plush, plus new Sing-a-Longs which talk, sing and dance on their own and as a group, by sensing another Sing-a-Long is nearby.

The range has been a success at retail to date, and will continue to be supported

by TV advertising.

01483 332 070 | www.tactic.net

01473 322 000 | www.drumondpark.com

Zeon

www.zeonltd.co.uk | 020 8208 1833 Zeon’s licensed brand portfolio includes the world’s top brands for children and adults, ranging from Disney properties such as Frozen and the forthcoming Finding Dory to Marvel and Minions.

A standout property for the coming season is Warner Bros’ DC Comics. In anticipation of the forthcoming Batman v Superman: Dawn of Justice movie, Zeon has developed ranges centred around Batman and Superman for boys, teens and men that include watches, clocks, printed and 3D ceramic mugs, torches and more. Each product concentrates on either Batman or Superman, allowing fans to choose their favourite character.

Minions continues to rise in popularity. Zeon Character has brought Kevin and Stuart 3D mugs, cookie jars, salt and pepper shakers and money boxes into the market.

The company has grown its Marvel offering for forthcoming seasons with range options for Marvel characters including Iron Man, The Hulk and Captain America, allowing consumers to collect the series or to stick with their favourite Marvel hero.

New products and updated designs across Zeon Character’s entire portfolio see the company’s product offer reinvigorated and poised to sit alongside toy ranges for all ages.

©Disney. ©Disney/Pixar. ©Disney. Based on the “Winnie the Pooh” by A. A. Milne and E. H. Shepard.

©MARVEL © & ™ Lucasfilm Ltd.

licensingworld Jazwares

www.jazwares.com Tube Heroes, the new line from Jazwares, will feature action figures and plush collectibles including Dan – The Diamond MineCart, CaptainSparklez and Sky among 37 others. With over 30 billion views and 83 million subscribers, Tube Heroes will focus its digital entertainment and social media personality into one platform. The collection of characters will also feature new stars as they emerge from the online community.

There are eight different figures to collect along with action figure packs which will drive the brand. Dan TDM is represented in his own figure and accessory set and is flying from the shelves at retail. The variety of characters in the line include a CaptainSparklez figure pack accessorised by a Jerry Slime sidekick, slime sword and shield or the Sky figure pack with his butter sword, butter and shield. There is also a collection of 10 seven inch plush toys to choose from.

Pyramid International

01162 843 645 | www.pyramidinternational.com Pyramid International continues to see great sales from its Star Wars: The Force Awakens merchandise, launched on Force Friday.

As well as awaiting artwork for new Disney campaigns, a collaboration with Royal Mail will see a line of limited edition Star Wars stamps to debut in November. The retailer for the merchandise is yet to be decided but it will feature six new characters and six classic characters from the franchise.

Minions continues to be a key focus after a positive summer, with the new DVD release bringing more sales opportunities.

The recent launch of the new Dr Who series has seen a new line of mugs, posters, key chains and more debut products. Pyramid International will also partner up with retailers such as Forbidden Planet to help merchandise sales, particularly at the London Doctor Who Festival in November.

A new series of DC Comics shows titled Arrow, The Flash and Gotham will hit screens in the coming months, bringing with them new lines of merchandise.

Next year sees the release of several DC Comics movies, including as Batman vs Superman: The Dawn of Justice, Suicide Squad, Justice League and more. A new range of coasters, key chains and stationery will complement the release.

A new line of products will also be introduced, to be generated by the female power of DC Comics, to coincide with the release of films such as Wonder Woman and the presence of characters such as Harley Quinn and Enchantress in Suicide Squad.

Posh Paws

01268 567317 | www.poshpawsinternational.co.uk Posh Paws is the official plush licensee for Disney Pixar’s upcoming animated film, The Good Dinosaur. The film, which will be released in cinemas on 27th November, asks the question: What if the asteroid that forever changed life on Earth, missed the planet completely and dinosaurs never became extinct? The movie takes viewers on a journey into the world of dinosaurs where an Apatosaurus named Arlo goes on an incredible adventure where he meets an unlikely human, named Spot, along with a whole host of other dinosaur characters.

The Good Dinosaur soft toy range from Posh Paws includes all the key characters from the film and is available in a variety of sizes from a small assortment up to a 20” Spot and Arlo plush.

Available to order now and arriving in retail this October, the plush is expected to be one of the movie’s halo products with soft toys appealing to the film’s main target audience.

Posh Paws has also unveiled its Star Wars: The Force Awakens Episode VII plush collection in September. The Episode VII collection joins Posh Paws current classic Star Wars soft toy collection which features characters from the galactic film franchise including Chewbacca, Yoda, Darth Vader, Princess Leia, C3PO, R2D2, Darth Maul, Wicket and Jawa.

Licensing World 54

licensingworld Ravensburger

Cartamundi

01869 363 830 | www.ravensburger.com

01268 511 522 | www.cartamundi.co.uk A number of Cartamundi’s card games can be specifically developed around characters, while others can offer a traditional game using imagery related to the character. The company’s recent Minions output does both.

The launch of two new decks of cards illustrated with Minions images offers the possibility of Happy Families, Donkey, Pairs and a dedicated Minions action game. Kevin, Stuart, Bob and their fellow Minions appear on both sets of cards, accompanied by other characters from the new film.

This approach has also been employed for another of the many licensed characters with which Cartamundi works.

In the case of James Bond, however, it’s based around an upcoming movie as well as many other iconic titles, in the form of the James Bond Movie Poster Deck and the James Bond Spectre Deck. The first of these is illustrated with posters from all the 007 films — more than 20 to date — up to and including this year’s Spectre. Spectre is also the star of its very own deck illustrated with images from the hotly anticipated new film due in November.

Minions is also one of a number of entertainment brands to feature in Cartamundi’s Shuffle range. Shuffle is a range that combines famous brands with cards and digital downloads — apps that add to the entertainment and excitement. Shuffle further underlines the flexibility of cards by adapting famous game brands to the card format, notably classics like Monopoly, Guess Who, Cluedo, Pictureka and Trivial Pursuit. In the case of Minions, Cartamundi brings together a Hasbro game with Shuffle in the Minions/ Guess Who game.

Among the 43 new items launched by Ravensburger this autumn/ winter, are three Paw Patrol and two Clangers jigsaw puzzles, two Stick Man jigsaws, five Good Dinosaur jigsaws and two games, as well as eight Star Wars The Force Awakens jigsaw puzzles and three Star Wars games. Just in time for the film release, the range also includes two James Bond jigsaw puzzles. Other new children’s puzzles include a Tsum Tsum XXL100 piece jigsaw, a Bing Bunny Four Shaped Puzzle and a Miles from Tomorrow 4 in Box. Ravensburger’s licensed puzzle line also extends into the Christmas range, with the addition of Colin Thompson’s The Christmas Cupboard and Disney’s All Aboard for Christmas 1000 piece jigsaw puzzles, as well as the return of the popular Disney’s Christmas Eve XXL100. The Snowman and the Snowdog puzzles complete the range with a 54 piece 3D Puzzle, an XXL100 and a 1000 piece jigsaw puzzle.

Amscan

01908 288 500 | www.amscan.co.uk Amscan’s licensing portfolio features over 100 properties by leading licensors which include Disney, Universal, Nickelodeon, Hasbro, Mattel and Warner Brothers. The company supplies all things party-related from balloons, fancy dress costumes and accessories to tableware, decorations and favours.

Working closely with over 20 licensors, Amscan is able to offer retailers inspiring party themes containing the most popular properties in the market. Recent licensed party ranges include: Barbie, Bubble Guppies, Paw Patrol, WWE and Minions, plus a collection of Star Wars foil balloons.

Driving the company’s innovation is its new AirWalkers. Available in over 60 designs, the balloons are able to move themselves around freely, adding a whole new dimension and play factor. Bestsellers include Disney Frozen’s Elsa, Minions, Pinkie Pie from My Little Pony, Star Wars Storm Troopers and R2D2.

Ahead of the highly anticipated film Star Wars: The Force Awakens, Amscan has launched a new collection of foil balloons. The range contains nine different options including standard foils, SuperShapes, a balloon bouquet, Orbz and an AirWalker featuring the main villain in the film. The designs include a variety of characters from the upcoming movie and are available to order now.

Licensing World 56

TW_Oct.pdf

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©2015 Hasbro

licensingworld Star Cutouts 0161 344 5839 | www.starcutouts.com

Star Cutouts has renewed a number of its existing licences for the coming year, including the Walking Dead range licensed from AMC Studios. Six new life sized cut outs and masks featuring favourite characters have also been launched, as well as a refreshed line of previous stock.

A new major product range for the company is Star Mini Cutouts, which are two thirds the size of a standard cutout. Popular licences will be revamped for this product, including Nickelodeon’s Teenage Mutant Ninja Turtles, Disney’s Frozen and Dreamwork’s Shrek which remains a popular property for the company.

Hello Kitty features on masks, child standins and a Star Mini Cutout.

2016 will see the introduction of new products for Dreamworks Kung Fu Panda 3, which will be released to coincide with the Chinese New Year.

Having renewed its Disney licence, the company’s classic Star Wars characters such as Darth Vader will continue to be featured in the range.

Star Cutouts also has plans to revamp its website, meaning retailers will have a new ability to go online and create an account strictly to order products.

Jumbo

01707 260 436 | www.jumbo.eu Jumbo’s portfolio of adult puzzle licences is bolstered this November with the launch of the new 1000-piece Poldark jigsaw puzzle. The puzzle features Ross Poldark and other characters from the popular TV series in a decorative montage, set around the Devonshire countryside. Subsequent puzzle releases will also follow in 2016, ahead of the launch of Season Two. Jumbo showcases a portfolio of licences including Peppa Pig, Disney Frozen, The Furchester Hotel, DC Batman and Super Friends.

Following the announcement of its licensing deal with Sesame Workshop and CPLG UK last year, Jumbo has a new range of puzzles and games for the hit CBeebies show, The Furchester Hotel. Jumbo’s 35-piece puzzle assortment showcases four brightly coloured jigsaw puzzles for children to collect, and a multi-pack of four shaped jigsaw puzzles in a travel-friendly box.

Complementing the puzzle range, Jumbo has also produced two giant playing cards sets, which offer children four traditional games to play. The large set of Dominoes lets children enjoy the classic game by matching up the pictures of their favourite characters.

Jumbo’s award-winning Peppa Pig Tumble & Spin Memory game lets children spin the giant Peppa Pig figurine, which plays her popular theme tune and entertaining sound effects.

Pretend to Bee

0115 921 5690 | www.pretendtobee.co.uk Pretend to Bee is expanding its ranges to incorporate licensed products and is launching its licensed portfolio with a number of popular properties.

The company hopes to recruit a legion of new young fans with its Thunderbirds costumes. Children can dress up like Scott Tracy with a costume featuring an embroidered chest plate, satin printed detachable padded sash and more. It also incorporates a sound chip to recreate sounds from the characters. 2016 will also see the launch of a Virgil Tracy costume.

Cloudbabies fans can choose from Baba Pink with booties, Baba Blue with his hammer, Baba Yellow with booties or Baba Green which is accompanied by a watering can. The plush onesies are made from quality material with sturdy zips and fasteners to ensure the costumes are durable enough for lots of wear.

The Natural History Museum range of Dinosaur Onesies from Pretend to Bee includes Triceratops, T-Rex and Stegosaurus. Each plush costume is made from high-quality soft fabric with detail.

Licensing World 58

licensingworld Sakar International

Blue Sky Studios

Sakar International has expanded its line of Frozen karaoke systems, along with its Frozen branded volume limiting headphones, action cameras, alarm clocks, CD boomboxes and walkie-talkies.

The Frozen Karaoke Machine with flashing lights allows children to sing along with their favourite music. Designed with graphics featuring the latest Disney Princesses, Anna and Elsa, this karaoke machine includes a hand-held microphone and features flashing lights and enhanced vocal effects.

Children can connect their iPad, iPhone, and iPod or tablet device, or use the built-in CD+G player to play music and sing along to Let it Go, Do You Want to Build a Snowman and In Summer.

Sakar International’s new line of Frozen headphones allows youngsters to safely listen to music. Large, full-range drivers provide a rich sound experience, with crisp highs and warm, clear bass tones.

The ear cups are lightweight with thick, comfortable padding to provide noise isolation, while the headband bends easily for a comfortable fit. The kids-safe headphone series features a built-in volume limiter, protecting children’s hearing by automatically limiting audio volume to approximately 80% of the original maximum volume. Kids-safe headphones are compatible with all portable devices that feature a 3.5mm stereo jack output, including iPod, iPhone, iPad, Android smartphones and tablets. These headphones are also compatible with laptops, PCs, CD players, and home audio systems.

Blue Sky Studios is expecting a strong finish to the year with huge demand for Star Wars products building up to the movie launch.

The depth of the range has enabled a product push right across retail, from department stores and supermarkets to fashion retailers.

One of the standout products is the Melting Storm Trooper which was a finalist at the Licensing Awards this year, and is already showing impressive sell through. Another product very much in demand is the Bumper School pack.

There is a new Star Wars tech range of stationery launching early 2016 using the detailed blueprint drawings of the classic Star Wars vehicles and Droids. The tech range will consist of premium notebooks, a utility case and storage tin all aimed at the older male market. The range will be launched at Spring Fair.

Many retailers are also relisting and increasing store distribution for the My Little Pony stationery and gift range for early 2016.

02476 518 500 | www.sakar.com

0113 387 9670 | www.blueskydesigns.co.uk

Licensing World 60

RAV_TW_Sept15_FullPAge_FINAL.pdf

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435 TVRs

licensingworld H. Grossman’s Minions range includes a whole raft of outdoor products, scooters, bikes, satchel skateboards, skateboards, trikes, inline skates, pogo stick and even a balance bike. The dartboard and skittles are proving to be very popular, and there are a whole host of pocket money items including yoyos, bubble wands, keyrings, balls, wobblers and fingerboards.

HTI’s Disney Frozen offering includes wheeled toys, as well as a Colour Match Snowflake Bag. It will be TV advertised in Q4 2015 and supported by integrated marketing and PR activities.

The My Little Pony range includes tooled cases containing jewellery and hair accessories based on the Twilight Sparkle and Pinkie Pie characters. It will also be TV advertised in 2015 and supported by integrated marketing activities.

A selection of Peppa Pig role-play, musical, wheeled and pocket money toys are also on offer as well as dolls prams.

John Adams has introduced a range of Pip Ahoy! figures, playsets, role play items and plush toys.

The company has extended its growing creative play collection under the Disney Frozen Licence, which now includes themed BLO Pens.

re:creation’s Minions Edition Make-a-Bar Chocolate Factory Kits allow fans to recreate Minions on chocolate bars. Each kit features milk, dark and white Belgian chocolate in foil piping bags. Children can melt the chocolate in warm water to design their own Minions chocolate bars using the included templates.

Minions Make-a-Bar Chocolate Factory Kits will benefit from extensive marketing support including online and PR.

The Disney Frozen licence also extends further with larger craft offerings including The Frozen Snow Globe Maker, Snow Glowbz Light & Sparkle Globe Charms and the Snow Glowbz Light & Sparkle Palace Studio.

K’nex’s Super Mario, Mario Kart 8 and SuperMario K’nex toys continue to be popular.

Plants Vs Zombies has also become a key licence.

Licensed products are a key focus for K’nex, offering fans new ways to play their favourite games offline. The company prides itself in working closely with licensing partners to refresh its ranges, in a way that reflects updated gameplay.

Schleich has added The Justice League heroes of DC Comics to its collection, along with new action figures.

Memorabilia such as Batman vs. The Joker and Superman vs Darkseid will join the Flash and Green Lantern as standalone figures.

Schleich will continue to bestow the Smurfs collection, whilst new Peanuts figures will add to the characters of Snoopy and Charlie Brown.

Paul Lamond has a breadth of licensed products on offer including pre-school licences We’re Going on a Bear Hunt, Guess How Much I Love You and Room on the Broom, and children’s classics Scooby Doo, Horrid Henry and Danger Mouse. Also new for 2015 is a trio of Murder Mystery puzzles and a Murder Mystery Dinner Party Game based on Death in Paradise.

PLG has a range of licensed floor puzzles, memory card games and board games including the 4-in-1 Games Cubes for We’re Going on a Bear Hunt and Room on the Broom licences.

Trends UK’s new Disney Sheriff Callie’s Wild West toy range features collectible soft plush and toys based on the characters in the show.

The Sheriff Callie Callie-oke feature plush dances and sings the theme tune, also saying phrases from the TV series.

Sheriff Callie’s Wild West Musical Microphone plays the Sheriff Callie theme tune which children can accompany with the new Sheriff Callie’s Guitar.

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©Disney

Licensing World 62

©Disney

© & ™ Lucasfilm Ltd.

USA ©2015 PBC SB-PEL1509056

COME ON GET HAPPY!

Over 1 million Happy Tins sold by end of 2015!

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Bring on Brand Licensing Europe 2015 In anticipation of Brand Licensing Europe 2015, Toy World’s Clarabel Jones spoke to companies exhibiting at the show to find out what they have in store.

David Hodgson Pesky Productions

It’s boomtime for Boj at BLE this year. Boj is one of the most watched characters on CBeebies, and the show’s popularity has led Redan Publishing to launch a standalone Boj magazine. BLE will see us announcing the details of Boj’s theme park and the solo magazine, where we will also be revealing our UK outreach initiatives. We will also be releasing Boj’s songs as an album featuring Jason Donovan.

It is very important for us to have a presence at BLE this year. Designing our own BLE stand is the best possible way to showcase Boj’s charm and unique energy.

Kids love Boj’s fun creativity and parents love the positive messages that the brand projects. For this reason, the main challenge for licensors is to turn that genuine buy-in into commercial products without undermining our core brand values. We are now meeting licensees who understand this, so that together we can see many more years of Boj-related success.

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Mathieu Galante Pokémon Company International

Pokémon is a single licence brand, and therefore the only licence we will be showcasing at BLE. It is one of the most popular and successful entertainment properties in the world, which globally generates annual sales of $2bn. The family of products includes video games, the Pokémon Trading Card Game, the Pokémon animated TV series, movies, toys and much more. It is the second best-selling video game franchise of all time with 270 million units sold worldwide, a market leader in trading card games worldwide, and a top-rated global TV show.

The BLE is a key event for the licensing sector, with over 3,000 exhibitors and 2,500 brands showcased. It’s a huge coming together of the European Licensing Sector, and it provides the perfect platform to meet up with current and future European licensees and partners.

It’s a great forum in which to share new and innovative ideas, and to take the temperature of the sector.

Love Monopoly?

Shuffle has a game for everyone!

Maura Regan

subject to licensor

Sesame Workshop will be showcasing both the classic Sesame Street brand and its new CBeebies co-production, The Furchester Hotel, at BLE this year.

Sesame Street remains hugely popular with consumers, particularly in the fashion arena. The evolving art programme provides a wide range of opportunities for licensees to produce ontrend designs for all consumer demographics.

Last year saw the first ever Sesame Street spin-off co-produced with CBeebies. The Furchester Hotel is a series for 3-6 year olds set in an ‘almost’ world-class hotel run by a close-knit family of cheerfully chaotic monsters.

The series introduces new characters and also welcomes Elmo and Cookie Monster from Sesame Street. The show has satisfied the need for local programming and provides licensees with a new opportunity to target the pre-school market. Hasbro is on-board as global master toy partner, Penguin has launched the first published formats in July, and a host of UK licensees are now beginning to roll-out into the market. Our licensing agent, CPLG, will be presenting both Sesame Street and The Furchester Hotel from their booth, E070.

As the leading European licensing industry event with an increasing number of international attendees, it is hugely important for us to be at the show. BLE provides an opportunity for us to present our brand, support our European licensees, find new partners and strengthen our relationship with retailers. We are building The Furchester Hotel licensing programme from the UK, so setting strong foundations with licensees on a local level is crucial to our plans.

Big movie brands have been dominating the industry, taking precedence at retail and creating a very challenging environment. In such a crowded market, it is important to have a strong brand that stands out from the crowd and that garners the retail industry’s enthusiasm, in order to secure the limited shelf space available.

Ultimately, content is king, and we must focus on producing engaging quality content that resonates with audiences. We also need to embrace the changing ways in which audiences are consuming media, and adapt accordingly, to connect with consumers across all possible brand touch points. Licensing should reflect the content, with innovative and creative products. We work closely with our licensees to ensure we are delivering on-trend products that consumers will want to buy and retailers will want to back.

approval

Sesame Workshop

More great Shuffle titles coming soon!

© 2015 Disney © 2015 Disney/Pixar. © 2015 Hasbro. All Rights Reserved. Licensed by Hasbro.

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Sam Johnson

Marianne James

JCB

Nickelodeon

At BLE this year, we’ll be showcasing the ever popular Teenage Mutant Ninja Turtles, Spongebob Squarepants and Dora and Friends. These evergreen licences will be joined by new pre-school properties HalfShell Heroes, Paw Patrol, Blaze and the Monster Machines, Shimmer and Shine, Lily’s Driftwood Bay and Digby Dragon.

BLE is one of the key events for us at Nickelodeon. Companies from across the globe come to BLE, so it is key for us to be there to showcase our properties and to talk with partners about how those properties are working for them. It is also great to see what else is on the show floor to help gauge new and existing trends in the industry.

Competition for shelf space and consumer attention is always a challenge for licensors, but more so when franchise movie properties are at the forefront of consumers and retailers’ minds. It is up to licensors to not only offer great properties but also to be there to support their partners with style guides and expertise. Another challenge, and an opportunity, is that great intellectual property can come from anywhere. That includes TV, film, literature, games and YouTube, so it is important to be interested in all platforms.

Rikesh Desai BBC Worldwide

It’s a really exciting time for us at BBC Worldwide. At BLE we will be launching Go Jetters, a brand new show for CBeebies, as well as updating on a successful year for Hey Duggee which launched in January 2015.

The highly anticipated series nine of Doctor Who arrives on BBC One this year, and we’ve also got a brand new Top Gear show returning to our screens in 2016 with new host Chris Evans – some really unmissable content.

BLE is an absolutely essential date for our calendar; it’s truly a pan-European event which attracts visitors from over 60 countries. BLE allows us to build key relationships, showcase our brands and talk to our partners and retailers.

Every year thousands of new licensees are on the lookout for the next character or image to front their products, and we believe that BLE gives us the perfect platform to showcase our growing range of new and established global brands.

We will be using BLE as an opportunity to highlight our evergreen pre-school brand My First JCB, as well as our older skewed collector ranges and our adult hardware and workwear line up. Our stand will have a building site theme, reflecting our construction heritage.

It’s so important for us to remind buyers and licensees that JCB has genuine reach and appeal across a broad age spectrum. The no-nonsense appeal of our earthmoving brand means that we can compete toe to toe with pre-school entertainment brands, tool brands and others. BLE provides that bold yellow and black platform from which we can proudly champion our successes.

Competition, especially for shelf space and promotions, remains fierce for licensors at all levels and sectors. In particular, this last year has seen some mega film properties sweeping across the mass retail landscape. The challenge for licensors like ourselves is to ensure that our brand remains fresh and relevant whilst still staying true to its core roots and values. That is the only way to grow sustainably and to avoid uncertain peaks and troughs which often characterise the licensing industry.

Johanne Broadfield Turner

Our BLE presentation slate will be led by the irreverent and playfully anarchic Adventure Time and the original ambassadors of girl power, The Powerpuff Girls. We will have some more sneak peeks at the new-look alien-fuelled kid hero Ben 10, alongside the multi awardwinning comedy sitcom The Amazing World of Gumball. New brands include the animated show We Bare Bears, which has recently begun its roll-out on Cartoon Network across EMEA. BLE attracts retailers and licensees from right across the EMEA, so showcasing there presents an excellent opportunity to preview our portfolio to all the major stakeholders over a relatively short period of time. In addition, as all the major studios, brand licensors, agents and agencies also exhibit at the show, it’s a great place to spot emerging trends and observe the competition.

Licensors will need to make sure they keep a steady finger on the pulse of rapidly changing media and brand consumption.

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Toy World 66

Feature

Brand Licensing Europe 2015

BLE is looking bigger than ever

Event director Darren Brechin tells Toy World why companies should be attending Brand Licensing Europe in October.

Darren Brechin Event director

T

he global licensing industry is buzzing. Last year alone it generated approximately $241.5 billion in retail sales, according to the LIMA Global Licensing Report 2015. What’s more, the findings revealed that pre-school licensing properties appear to be making a comeback. Many respondents to the survey cited the re-emergence of this sector as an exciting trend with Mattel being mentioned as a major presence in the category.

Now in its 17th year, Brand Licensing Europe, sponsored by Lima, has never been so busy. For the last few years attendance has been up, with a 28% increase in retail attendance at BLE 2014. This year’s event looks set to continue this trend with more exhibitors, more properties to see and more free educational sessions offering unique insights into the licensing world.

Here are just a few reasons why you can’t miss this year’s show:

Licensing Academy will be four new panels, and three more in the Brands & Lifestyle Theatre.

The Licensing Academy will feature a packed programme of sessions offering industry insights.

These include an introduction to the show, facts and figures from knowledge partners and keynotes from industry trail blazers, with past speakers from Mojang, Rovio, Fifa and Lucas Licensing. Don’t miss the keynote from Sophia Jansson, creative director of Moomin Characters and niece of Moomins’ creator Tove Jansson on Wednesday 14th October, just in time for the brand’s celebration of its 70th anniversary.

The Brands & Lifestyle Theatre will offer free sessions tailored specifically to the business of licensing brands. Visitors will hear expert guidance on licensing within the world of sport, lifestyle, fashion and heritage brands. Run in partnership with Brand Jam, the sessions will present powerful case studies alongside Brand Jam’s interpretation of how and why they are so successful.

More properties You will find over 2,500 brands, characters and images on show from over 300 exhibitors; with 70 of these new for 2015.

To help you navigate the show floor, the hall is zoned into the following areas: • Art, Design & Image • Brands & Lifestyle • Character & Entertainment

New – SPLiCE educational afternoons A new feature for this year, visitors can attend educational expert panel sessions from SPLiCE in the Licensing Academy on Direct to Retail, Social Accountability and Anti-Counterfeiting. Brands taking part include Chupa Chups, Sainsbury’s, Insight Licensing Services, United Nations Office of Drugs and Crime, World Customs Organization, World Trademark Review and 24IP.

More education There are more free sessions than ever before spread across the show’s two education theatres. In the

License This!

Now in its sixth year, the License This! Competition offers those with new creative concepts the

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opportunity to break into the global licensing industry. The final will take place on Thursday 15th October in front of a packed audience, with finalists vying for the chance to win a prize worth over £6,000, including a stand at BLE 2016. The property owners of last year’s winner RaNT!, a fun and irreverent character who has something to say about the bits of modern life that really get on our nerves, have been busy developing the characters in the portfolio to bring back to this year’s show. The finalists are: Natu Natu, presented by Fran Bravo, OiDroids, presented

by Jonathan Klemenz, Victoria Spunge, presented by Stuart Simpson, and Wussywat, presented by Simon Quinn and Simon Rolph.

Charity focus Once again BLE is supporting a number of charitable causes: Battersea Dogs & Cats Home will provide the official show mascot, Squirt the Staffie, who will be available for photo calls on the Battersea stand. BLE also supports industry run charity the Light Fund, sponsoring its Treasure Hunt earlier this summer.

For the first time this year, BLE is also delighted to extend its support to Help the Heroes, the charitable organisation which delivers a national network of support for our wounded and their families. Once again the BAT Foundation will be bringing its table tennis tables to the show to promote the work it is doing with table tennis and dementia.

Brand Licensing Europe takes place from 13 – 15th October at London’s Olympia. To register for free entry or for further information please visit www.brandlicensing.eu or follow @bleurope on Twitter for the latest news and updates.

Brand Licensing Europe 2015

The kingdom of Peppa, Ben and Holly

Toy World speaks to Jon Diver, joint MD of Character Group, and eOne’s head of UK licensing Hannah Mungo about the future of the Peppa Pig and Ben and Holly brands.

Jon Diver, joint MD of Character Group

It’s coming up to 12 years since Peppa Pig toys first launched in the UK, how do you keep the toy line fresh after all these years?

The secret to maintaining a line like Peppa Pig is continuous development; across product, packaging and the all-important play patterns.

We have introduced new themes on a regular basis and, while doing so, strive to achieve a good balance between iconic/core product and themes from the show that kids can engage with. This drives collectibility.

How much market research do you do with children and parents before launching a product?

We work closely with the eOne teams who are extremely knowledgeable about the Peppa Pig consumer. Their research is invaluable to us in choosing themes and products that children can identify and engage with on a day-to-day basis.

What are you doing at retail to ensure that Peppa has cut through in a competitive market?

Character does an extensive amount of marketing for the brand both above and below the line, but ensuring Peppa Pig has a strong presence in store is also essential. In order to achieve this we create dedicated displays within multiple retail environments. The POS and branding is continuously updated to match the theme, and new product lines often have their own FSDUs to gain extra impact. We work with our retailers with bay plan schematics and merchandise guidelines.

On top of this, we work closely with eOne to develop promotional retail PR plans that include events and in store theatre

How has the Peppa toy line evolved over the years, have you had to react to market trends?

Over time Character has developed a consistent scale across the core range. The products click and connect so children can build themselves a world of Peppa Pig. Peppa Pig has widened its appeal over the years to include a broader age range and we have echoed this in our toy offering. This can be seen with the recent addition of Peppa Pig Weebles, which took the entry age point lower. In 2016 we will also launch our construction range, that again will appeal to a lower age group, and our craft which takes the age range higher. This adds and complements the existing product categories of plastic, feature plush and novelty lines. Theming has also played a big part in how the Peppa toy line has evolved.

How involved are you with the international toy line and what territories do well for you?

Character has a dedicated international sales team and a network of distributors in certain territories.

Our international business has grown substantially over the last 2-3 years and the Character Options’ Peppa Pig toy line is now available in over 30 countries. Spain, Australia and South America are performing well and Jazwares will complement its existing range by launching some Character Options lines in the US market this year.

Following the debut of the programme in a new market we closely follow the story line with the available toy ranges and have an 11 year catalogue of product.

We traditionally start at the beginning with the core range as the consumer is new to Peppa and the product reflects the episodes they are watching. We then work with eOne to formulate a roll-out plan for all the themes.

Why did you choose to licence Ben and Holly’s Little Kingdom?

Adding Ben and Holly to our portfolio was an easy decision, as, for children, the brand offers a natural progression from Peppa Pig and appeals to a slightly older age group. Both ranges share the

Toy World 68

same scale and the worlds of Peppa Pig and Ben and Holly sit well together at retail. In producing the new toy collection, we have combined the core values with iconic features in the TV series to create a range that will bring the magic of Ben and Holly into the heart of playtime. We are hugely committed to the success of this brand and see it as being a long-term investment that runs for years and years and across many countries.

What feedback have you had from retailers about the Ben and Holly toy line?

We have just completed the first year trading on Ben and Holly and we are delighted with both sales and feedback from retailers and consumers. The range has performed above expectations and we are forecasting further growth in 2015 and 2016.

The collectibility of the range is really driving the success and, in particular, sales of our five-figure pack are exceptional.

What new product lines do you have coming up?

We have just launched our AW15 range that includes Wise Old Elf Helicopter and an Elf Tree playset which has multiple features. Both lines have been very responsive to TV advertising.

We are also generating some great feedback from our blogging activity. Now we are in the process of presenting our 2016 range which includes refreshments on key lines to increase collectibility.

BLE STAND C030

FOR LICENSING QUERIES, PLEASE CONTACT: US, CANADA & LATIN AMERICA: René Flores Email: rene.flores@sega.com Tel: +1 415 701 3935 © SEGA / OuiDo ! Productions.

EUROPE, MIDDLE EAST & AFRICA: Jason Rice Email: jason.rice@sega.co.uk Tel: +44 (0) 208 996 4568

REST OF WORLD: Yukari Takeuchi Email: yukari.takeuchi@sega.com Tel: +81 3 6871 7122

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Brand Licensing Europe 2015 How much do you invest in marketing to support the toy line? eOne invests hugely in marketing support, and there are a number of different objectives for this. The aim is to build brand awareness, to allow consumers to engage with the brand and to ultimately drive revenues. We work very closely with our licensees and retailers to ensure Peppa is at the forefront of retailers’ minds from a selection and event perspective. Our aim is to secure out of category space for the brand, and therefore drive incremental revenues and consumer engagement.

Hannah Mungo, head of UK licensing at eOne How closely aligned to the TV show is the Peppa Pig toy line?

The core toy range is aligned very closely to the TV show. All the key elements from the show feature in the range, including the house, the car, the classroom, the boat and more. In addition, most of the characters are featured as plastic figurines, which enhances the collectibility angle.

However, there have been times over the years when Character Group has developed a toy line that we’ve then incorporated into the animation.

An example is the campervan which was such a success as a toy, and still remains a key line, that we incorporated it into an episode.

In addition to the core toy line are the themed ranges which we update on a 12-18 month basis. The holiday theme is currently running, incorporating toys such as the beach buggy, treehouse, sunshine villa, ice cream van and holiday plush. There is plenty of episode content matching this theme, including the four-part holiday special where Peppa and her family travel to Italy.

Launching for autumn/winter 2015 is the Once Upon a Time theme, a fairy tale land incorporating a tea party play set, pumpkin carriage, story time castle play set and more. There are many existing elements in the animation under this theme already such as Little Red Riding Hood, Princess Peppa and Sir George, but the idea is to generate new content to match this theme, whether that is through apps or episodes. Other licensees will be creating products under the Once Upon a Time theme.

How has the Ben & Holly brand been performing in the past 12 months?

We relaunched the brand 12 months ago and it’s been a huge success. The Character Group toy range lead the relaunch from a commercial perspective with publishing and home entertainment also featuring. Having obtained core toy support for 12 months now, distribution of the range is increasing rapidly, and for 2016 and beyond we expect the brand to have significant presence at retail.

From a brand perspective, the new branding and packaging looks fantastic and stays true to what you see in the animation. The show continues to rate really well on Nick Jr. and Milkshake! In fact, 13 million individuals tuned into Ben & Holly on Nick Jr. in 2014, and audiences are growing substantially in 2015. Google trends data show a consistently upward curve in terms of brand awareness.

Following Peppa’s licensing model, we’re aiming for a steady build for Ben & Holly, reacting to consumer demand, and this should give the brand

What is eOne doing to keep the content fresh to compete with new pre-school TV shows coming through?

Peppa is a unique brand in her own right and ABD has done an amazing job with the character development, storylines and locations. Peppa does everything a normal three-year-old girl does, so there is a real synergy there with her fans. The quality of animation is also of a consistently high level, and consumers of all ages engage with the show. Peppa has a very wholesome quality that parents and their children really connect with.

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a head start in becoming a sustainable, evergreen property for the long term.

What core categories are you focusing on for the licensing programme, and why?

The idea is to roll-out all categories over the next two to three years, and we do have a managed launch strategy. The focus is on toy, publishing and home entertainment in year one, then apparel, accessories and secondary toys in year two, with home, stationery and party following in year three and then FMCG in year four.

The product itself focuses on the core elements from the animation – the castle, the elf tree, Holly and the fairies, Ben and the elves, wands, horns and of course, Gaston the Ladybird. Nanny Plum is also a key character, and we’re launching a Nanny Plum costume character later this year.

Do both properties work in tandem, with joint retail initiatives?

Of course. We use the success of Peppa to leverage Ben & Holly wherever possible, whether that be through joint events in store or FSDU displays which help to increase the awareness of Ben & Holly. Many consumers associate the brands as being from the same home, so it makes sense from that perspective too. However, they are distinct brands in their own right, with completely different storylines and characters. The audience for Ben & Holly is also slightly older and the episodes are longer with slightly more complex storylines, so often consumers move on from Peppa into Ben & Holly.

Brand Licensing Europe 2015 Exhibitor

Booth

Exhibitor

Booth

Exhibitor

Booth

1St Place Co., Ltd.

C116

Bulls Licensing

D086

Global Freestyle

M69

20Th Century Fox

E040

Carbon 12011 Licensing

L9

Global Icons

R100

24Ip Law Group

G100

Carmen Ariza Polska

A060

Global Merchandising Services

G018

2Spot Communications Co. Ltd

B124

Caroline Mickler Ltd

A090

Glory Innovations Inc

G080

4K Media

E060

Carte Blanche Group

C110

Gola

Q20

Aardman Animations

F010

Cartoon Network

E050

Golden Goose

M52

Activision Publishing

C141

Celebrities Entertainment Gmbh

E001

Grani & Partners

F090

Adidas - A.c Milan

P14

Chalet Verbier

J32

Guide To The Licensing World

B095

Adidas- Real Madrid

P15

Chelsea Football Club

L25

Harpercollins Publishers

B072

Alchemy Licensing

P62

Cj E&M

C020

Hart Deco

J1a

Alex Underdown Art

J10

Claire Louise

J42

Hasbro Brand Licensing & Publishing

D020

Allsorts Licensing

C095

Consumer Product Connection

F020

Hca

B055

Aluminati Skateboards

N56

Coolabi

D060

Hearst Publications

N40

American Freshman

M16

E070

Heather Kilgour

J1b

American Greeting Properties

B048

Copyright Promotions Licensing Group Ltd

Hello Munki Ltd

J36

Animaru

J4

Creative Licensing Corporation

C100

Help For Heroes

J0

Arb Worldwide Corporation Sdn Bhd

A100

Curtis Licensing

G092

Hoho Entertainment

B100

Arsenal Football Club

N57

Cyber Group Studios

B054

G095

Daewon Media Co.,Ltd

C020

Hong Kong Trade Development Council

A070

Art + Science International Art Ask Agency Sl

P50

Danken Enterprise Co Ltd

F130

Hoshi Dee Art

J1g

Art Brand Studios

R35

Dc Thomson

E150

Hot Pickle

P60

Artpq

C020

Dc Thomson & Co Ltd

F040

Howard Kennedy Llp

G112

Asiana Licensing Inc

C020

Deer Little Forest

J55

I.m.p.s S.a

C050

Assaf Frank Photography Licensing

J23

Deliso Sophie La Girafe

B080

Iflscience

M50

Atlantyca Entertainment

B070

Dependable Solutions

F100

Image Source

J19

Aurora World Corp

C020

Dhx Brands

E070

Ink-Alc

E100

Aurora World Ltd

C001

Discovery

B060

Insight Licensing Services S.a.s.

G116

Automobili Lamborghini S.p.a

P10

Doodling Around

J1d

Intellectual Property Office

G122

B.a.t Foundation

E112

Dorna Sports Sl

P25

G050

Dot Dash Design Studio

J43

International Brand Management & Licensing

N15

Bandai Namco Entertainment Inc. Battersea Dogs And Cats Home

Q15

Dracco Company Ltd

C048

D010

Dreamworks Animation

D080

Ipr Licensing Emea Licensing Agent For Dupont - Dupont Kevlar

N12

Bbc Worldwide Beanstalk

P100

Dri Licensing

C010

Itv Studios Global Entertainment

D040

Bear Surfboards

K25

Dupenny

J6

Ivana Nohel

J1c

Been Trill

M14

Dynit Srl

G098

Iwm (Imperial War Museums)

R10

Beetosee Nv/Globetrade

H040

Earth Angel Cards

B126

Jacky Al-Samarraie

J9

Belle & Boo Ltd

J44

EdebĂŠ Licensing

F020

Jcb

G020

Big Tent Entertainment

D060

Edis Spa Unipersonale

G065

Jelc

Q25

Biplano

C040

El Ocho Licenciasy Promoclones

F020

Jenny Daymond

J1f

Bizarre London

J1i

Enitsua Fine Art Korea

P65

Jiangsu Salt Industry Group Co., Ltd

M62

Bja Design

C120

Entertainment One

F005

Joe Browns

M47

Blue Zoo

D003

Euro Lizenzen

H055

Jpatton

M45

Blueprint

P100

Fashion Uk / Jinx

B091

Kasmanas

F030

Boj

F125

Fico

F030

Kate Knight

J37

Bonus Marketing Productions

G105

Fifa

M25

Kate Mawdsley

J47

Br Licensing

F030

Fluid World Limited

A080

Kazachok Licensing Expertise

H050

Bradford Licensing Europe

F105

Fourth Wall Brands

G082

Keyring Co., Ltd.

C020

Brand Squared Licensing

P52

Fran Bravo

J12

King

E110

Brandgenuity Llc

N52

Francetv Distribution

B071

King Features

D100

Brands With Influence

A095

E080

A020

Kintana , Powered By Pea&Promoplast

C118

Bravado

Fremantlemedia Kids & Family Entertainment

Brazilian Brands

F030

Games Workshop Plc

C075

Kocca

C020

Brb Internacional

F020

Gateley Plc

G120

Laser Art

J3

Bromelia Productions

F030

Giochi Preziosi Group

F090

Lee Stafford

M60

Bulldog Licensing

G001

Glenat Editions

C124

Leoni S.p.a

F115

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Imagine with Peppa New Once Upon a Time Product Ranges

www.peppapig.com OfficialPeppaPig

PeppaPigUK

theofficialpeppa

OfficialPeppa

officialpeppauk

Visit us at BL E Stand F005

Peppa Pig © Astley Baker Davies Ltd. / Entertainment One UK Ltd. 2003. All rights reserved.

nsing Enquiries contact: Email: eOn For Lice eLicens ing@e ntoneg roup.com Website: www.eonelicensing.com

The adventure continues...

www.benandholly.tv OfficialLittleKingdom

TheBenandHolly

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Ben and Holly’s Little Kingdom © Astley Baker Davies Ltd. / Entertainment One UK Ltd. 2008. All rights reserved.

BenandHollyOfficial

Brand Licensing Europe 2015 Exhibitor

Booth

Exhibitor

Booth

Exhibitor

Booth

Licensing Management International

F105

Penguin Random House

F060

The Boot Buddy

L30

Licensing Today Worldwide

B115

Pepsi

N50

The British Library

L40

Licensing.biz & Toy News

H090

Perfetti Van Melle

M10

The Copyrights Group

G040

Licorice Trading Ltd

J38

Pga Tour

M18

The Franklin Mint

P51

Lima

L100

Pgs Entertainment

G045

The Jim Henson Company

A050

Lionsgate Entertainment

C045

Pink Key Consulting

K35

The Licensing Company

N100

Lisle International

E045

Plain Lazy (Holdings) Ltd

P71

The Licensing Source Book Europe

H095

Litebulb Group

C105

Planeta Junior

F020

The Media Zone & Lounge

D125

Live Nation Merchandise

G030

Plastic Head Distribution

B040

F110

Playboy

M15

The National Museum Of The Royal Navy

L20

Lococo Licensing London Icesmiths

M70

The Natural History Museum

R38

P48

Posh Graffiti® By Emily ReadettBayley

J31

Longboard

The Partnership

N10

Luk Internacional S.a.

H025

Rachael Hale

F085

C005

Radio Days

B025

The Pokemon Company International

F070

M4e Ag Manchester City Fc

R18

Rainbow

E020

The Rastamouse Company

F001

Manu

J18

Raydar Media

B085

The Shakespeare Birthplace Trust

K18

Maria Pishvanova

J5

Red Nose

F030

The Walt Disney Company

C000,E000

Marilyn Robertson

J2

Redan Alchemy Ltd

G062

The Zoonies

B132

Mary Evans Picture Library

J20

Redibra

F030

This Is Iris

J61

Mary Gernat-How Illustrations

J57

Rediks Graphics

C020

Tinderbox

P100

Masha And The Bear

E100

Redrover

C020

Toei Animation

G035

Mattel Brands Consumer Products

D050

Rocket Licensing Ltd

G005

Tokidoki

H085

Mauricio De Sousa Produções

F030

Roi Visual

C020

Tomato Source Ltd

F118

Maya Studio, S.l.

F020

Rovio Entertainment Ltd

D030

Topps Europe

H080

Mb-Mary Beth, Pink Light Studio

J21

Russian Children’s Products Industry

E125

Total Licensing Ltd

H035

Mediatoon Licensing

G060

Saban Brands Llc

D005

Tour De France, Psg & Roland Garros

Q12

Melnitsa Animation Studio

D113

Sagoo

G068

Two Little Boys Ltd

J53

Metrostar

C080

Sanrio Gmbh

B030

Ubisoft Emea

D110

Mgl Licensing

J16

Santoro

B050

Uefa Euro 2016

Q11

Millimages

C122

Sarah Hurley

J51

Ul Vs Ltd

G090

Mind Candy

G075

Sarah Ray

J1h

Ultrasport Distribution Limited

L32

Monday 2 Friday

P49

Science Museum Group Enterprises

L15

Universal Partnerships & Licensing

E090

Mondo Tv

E120

Scruffy Little Cat

J1

V&A Enterprises Limited

K10

Monskey

G051

Sega

C030

Veronica Dearly

J1e

Moomin

D085

Sekiguchi- Monchhichi

B098

Vicki Thomas Associates

J33

Morrigan Ltd

J13

Sinigaglia

G052

Vimto International

K30

Mr Trafalgar

J8

Smiley World

D115

Vistex, Inc

C074

My Mediabox

B110

Smmex International

L68

Viz Media Europe

F003

Nanaritos

B053

F050

Volkswagen

N20

Napa Arts & Licensing Agency

J24

Sony Computer Entertainment Europe

Vooz

C020

National Portrait Gallery

K20

Sony Pictures Consumer Products

A010

Voozclub Co., Ltd.

C020

Neca

B005

Sound Team Enterprise Co., Ltd

F133

Walker Books Uk Ltd

G010

Nelvana Enterprise Inc

F080

Spain Licensing Pavillion

F020

Warner Bros Consumer Products

E030

Nickelodeon Viacom Consumer Products

E005

Stanfords

L21

Withit Studios

C090

Start Licensing

F040

Wizart Animation

D113

Nintendo Of America

E152

Stor

F020

Women In Toys

D001

Now That’s What I Call Music

C098

Studio 100

B045

Wwe

C060

Numbersalive!

C140

Studio Pets By Myrna

E045

Wwf Uk

R25

Octane5

H030

Studiocanal

B090

Yellow House Art Licensing

J63

One Target

A030

Sunrights Inc.

H100

Yvette Jordan

J45

Outfit7 Limited

F065

Técui

J40

Zagtoon & On Method

E065

Pango Productions

J26

Tempting Brands Ag

P20

Zodiak Kids

B020

Panini Spa

H020

Teo Jasmin

Q10

Zolan Company Llc

R16

Paper Island

B056

Tezuka Productions Co

B128

Paper Rose Ltd

J14

Tf1 Licenses

G058

Toy World 76

Meet us at BLE. Stand D040 FOR LICENSING OPPORTUNITIES: Global.Kids@itv.com 5

Brand Licensing Europe 2015

Dreamworks

020 7173 5121 | www.dreamworksanimation.com Stand D080 DreamWorks Animation returns to BLE with a robust, global franchise portfolio featuring content from film, television and online across multiple categories. Spearheaded by a largely UK-based international team with in-market support from China, France and Australia, the company’s roster of character brands is positioned for success.

The Trolls are starring in their own full-scale musical comedy in 2016. Also, on the small screen, DreamWorks’ Dragons franchise has been highlighted by the recently launched television series Dragons: Race to the Edge. DreamWorks also recently launched its first original television property, Dinotrux featuring characters that are half dinosaur and half truck. Shrek continues to resonate with a worldwide audience with recent activations in the UK including the grand opening of the fully immersive Shrek’s Adventure London and the DreamWorks DreamPlace holiday experience, which debuts in multiple locations during the 2015 holiday season.

Dreamworks will be showcasing its international Noddy brand. Noddy will premiere on UK and France television in spring 2016, and the initial products will be at market by autumn/winter of the same year.

Dreamworks is working with top level partners across production, television and toys, including a first class licensee list, with Spin Master being its master toy licensee.

Highlighed UK licensees include TDP and Aykroyds for nightwear and underwear, Kinnerton for confectionary, Danilo for greetings cards, Smith and Brooks for daywear, Spearmark for tableware and lighting and Character World for bedding.

Spin Master’s Noddy toys will reflect the colour and excitement of Toyland, and aim to inspire the curiosity that Noddy’s new role brings to the show. Enid Blyton’s original books introduced a compelling cast of characters, and the new TV series continues this well-known and trusted Noddy tradition, whilst also bringing it up to date.

Nickelodeon

020 3580 2474 | www.nick.com Stand E005 Building on a successful show in Vegas, Nickelodeon and Viacom Consumer Products will be showcasing its ever-growing range of current and forthcoming properties at BLE. Nickelodeon has continued to expand its roster of licences for evergreen properties including Teenage Mutant Ninja Turtles, Dora and SpongeBob SquarePants.

Following the 2014 box-office hit, the second instalment of the Teenage Mutant Ninja Turtles movie is set to arrive in cinemas in summer 2016, with well-known characters including Casey Jones, Baxter Stockman and fan-favourite villains Bebop and Rocksteady making a welcome return. To support the movie, Nickelodeon and Viacom Consumer Products will launch a range of new consumer products which aim to appeal to Teenage Mutant Ninja Turtles fans.

2016 promises to be an exciting year for pre-school as Nickelodeon debuts its consumer product offerings for Nick Jr.’s newest pre-school properties, while continuing to build on the retail success of Paw Patrol and HalfShell Heroes. Following huge ratings on Nick Jr, new pre-school show Blaze and the Monster Machines will air on Channel 5’s Milkshake! this winter, with the product line due to launch in stores soon after.

2016 will also see the consumer product range for pre-school property Lily’s Driftwood Bay launch with a variety of licences spanning multiple categories.

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Brand Licensing Europe 2015

BBC Worldwide

0208 433 1288 | www.bbcworldwide.com Stand D010 BBC Worldwide will return to BLE, showcasing new products and licensees and extending popular BBC brands to new audiences.

Golden Bear has recently launched a range of plush and plastics for the popular CBeebies show Hey Duggee.

November 2015 will see a Christmas themed Hey Duggee DVD launch into all major accounts. Golden Bear will also be launching a Talking Duggee Soft Toy and a set of Duggee and Squirrel figurines alongside new jumbo squirrel plush, all for spring/summer 2016.

CBeebies show Go Jetters will make its debut at BLE. BBC Worldwide recently secured Fisher-Price as the global master toy licensee for the new animated pre-school series. The product line will debut in autumn/winter 2016 in the UK, with the roll-out in other markets expected to follow.

Doctor Who returns to BLE with master toy licensee Character Options, featuring new additions. The most anticipated product is the Doctor Who Lego set, which will arrive in retail in December.

Something Special is increasing product lines and licensees for 2015. New product and licensees will include: HTI, Move and Groove scooters, quad skates, bikes and balance bikes, books from Egmont, an ELA from KD Group and homewares from Zak. New licensees for the brand include Danilo and DreamTex as well as a renewal with Jumbo. There is also a new Mr Tumble album launching this autumn from Sony Music.

Popular CBeebies show Sarah & Duck’s merchandise line features plush toys from Posh Paws and a planner from Carousel Calendars, with further BBC DVDs of the pair and a CBeebies Special Magazine from Immediate Media following later this year. A range from Dreamtex will go into retail for autumn/ winter 2015 as well as Legends Wall Art for bedroom decoration.

Cartoon Network Enterprises 020 7693 1000 | www.cartoonnetwork.com Stand E050

Cartoon Network Enterprises (CNE) was recently named BAFTA Children’s Channel of the Year and is showcasing a portfolio of brands for licensed properties that are original, funny and slightly unpredictable.

Adventure Time leads CNE’s BLE 2015 presentation slate, as the popularity of Finn and Jake’s adventures in The Land of Oooo continues to draw in an increased demand for licensed products. Over 43 million fans regularly tune in to watch the show across EMEA, and the franchise currently boasts more than 100 licensees in the region. CNE will be using BLE 2015 to share details of the brand’s journey from underground cult phenomena to a mass-market bestselling proposition that presents long term licensing opportunities across all key categories.

Two of Cartoon Network’s most successful franchises of the last decade are on course for major revivals in 2016.

The Powerpuff Girls is returning and the brand possesses a credibility and heritage that positions it to capitalise upon the current trend for superhero properties for girls. The series will be supported by a new toy range from global master toy partner Spin Master.

Kid hero Ben 10 will also be introduced to a new generation of fans from autumn 2016. Playmates have been confirmed as the global master toy partner for the franchise that has generated more than $4.5bn in global retail sales to date.

The multi award-winning comedy sitcom The Amazing World of Gumball will also feature on the presentation slate alongside the new animated show, We Bare Bears, which launches on Cartoon Network across EMEA from September 2015.

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Visit the Entertaining World of Pokémon!

We choose you to become part of a great team at Stand F070 at Brand Licensing Europe 2015!

For Licensing Opportunities, please contact: Mathieu Galante Senior Market Development Manager—France and ROE m.galante@pokemon.com Fabrice Blanchefort Market Development Manager—France f.blanchefort@pokemon.com

Romina Ialongo Harris McQueen Market Development Manager—Spain & Italy Market Development Manager—UK Soft Lines r.ialongo@pokemon.com h.mcqueen@pokemon.com Samantha Mortimore Market Development Manager—UK Hard Lines s.mortimore@pokemon.com

®

© 2015 Pokémon. © 1995–2015 Nintendo/Creatures Inc./GAME FREAK inc. TM, , and character names are trademarks of Nintendo.

P2642_UKLic_Lic_ToyWorldPg_EN.indd 1

9/14/15 12:15 PM

Brand Licensing Europe 2015

Entertainment One 020 3691 8509 | www.eonelicensing.com Stand F005

eOne will be returning to BLE to showcase its growing portfolio which includes pre-school properties Peppa Pig and Ben and Holly’s Little Kingdom as well as film property The BFG. Firmly established as a leading pre-school property in several international territories, Peppa Pig will lead eOne’s presentation slate. This year the property launched in China and at mass market retail in the USA. eOne is rapidly expanding the brand’s retail footprint in Australia, Latin America and Central Eastern Europe and merchandise will launch at retail in Canada from 2016.

Bafta and Emmy award-winning animated TV show Ben & Holly’s Little Kingdom continues to build in the UK following a successful brand refresh and new toy line from Character Options.

On the back of strong broadcast ratings, the brand is also gaining a foothold in Spain, Italy and Australia where merchandise is rolling out.

The licensor will showcase pan-European licensing opportunities for the highly anticipated big budget movie adaptation of Roald Dahl’s classic The BFG. The new movie is co-produced by DreamWorks Studios and Walt Disney Studios, directed by academy award-winning Steven Spielberg, with Mark Rylance in the title role and a score by composer John Williams.

Showing all the hallmarks of a modern day classic, The BFG movie is set for release in summer 2016 to coincide with Roald Dahl centenary celebrations, and eOne will be distributing the movie in the UK.

Mattel

01628 500137 | www.mattel.com Stand D050 Mattel continues to innovate and challenge the licensing industry with its portfolio of brands and new releases including Bob the Builder.

Barbie continues to inspire girls of all ages by reflecting the new reality of girls and their world as it changes. The new brand campaign for Barbie has been encouraging girls to find their own super powers.

Barbie continues to bring partnerships to life with key licensees in numerous categories, including fashion and role-play.

Monster High aims to empower girls to express their individuality, embrace their imperfections and form long-lasting friendships. The brand is being brought to life in fashion, with role-play items and Halloween playing a key part in licensing partnerships.

Thomas & Friends continues to celebrate its 70th anniversary, with friendship at the heart of storytelling. New content and an extensive licensing programme are continuing to fuel Thomas’ success.

Fireman Sam is the fourth fastest growing licence in pre-school toys. It is also the second biggest Boys’ pre-school Property in EU5, third UK pre-school licence, sixth in France and seventh in Germany and Italy.

Bob the Builder is back with a new CG-animated series on Channel’s 5’s Milkshake! (UK), PBS KIDS (US) and on Super RTL (GER) and Televisa (MEX) from early 2016. The new Bob the Builder keeps the core values that were loved by fans as well as many of the core characters.

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Brand Licensing Europe 2015

Pesky Productions 01273 982 501 | www.boj.tv Stand F125

Bafta award-winning Pesky Productions is on the lookout for new licensees who would like to be a part of the Boj brand’s development. Boj is one of the most watched characters on CBeebies and has more than doubled CBeebies’ average audience share as well as achieving bigger audiences than any other rival character brand.

As well as the UK, Boj airs in the USA, France, Canada and Australia with new deals covering South America, Middle East, Pan Africa and a launch in Spain next year.

Boj is not restricted to TV as he is flourishing in a range of multicharacter magazines such as Toybox, Busy Time, CBeebies, Friends and more. The show’s popularity with young readers has also led to Redan Publishing launching a standalone Boj magazine for February 2016. Boj is also part of the Toddler Time programme at Picturehouse cinemas nationally and Pesky Productions is currently finalising a deal to release the Boj songs as an album featuring Jason Donovan.

Pesky Productions is due to announce the details of a Boj visitor attraction at a UK zoo, allowing children to interact with the brand, as well as introducing a retail platform for selling merchandise to the one million visitors per year. The Let’s Get Boj-ing campaign encourages kids to have fun upcycling, and was successfully trialled in a dozen Buckinghamshire pre-schools.

Pesky Productions hopes to now find partners for a nationwide roll-out, as well as linking up with creative re-use play centres. Another initiative is called Boj’s Aussie Safari, a live virtual fieldtrip taking UK reception classes to Queensland to meet real-life bilbies (Boj’s endangered outback cousins).

This trialled successfully with British schoolchildren in March and the company is now in advanced roll-out discussions with a major educational provider with a reach into over half of all UK primary schools.

Outfit7

020 7432 4562 | www.outfit7.com Stand FO65 With close to three billion app downloads, 250 million active monthly players from 230 countries, a new, original animated series on YouTube and the YouTube Kids app, Outfit7 is set to showcase the company’s flagship licensed property, Talking Tom and Friends at BLE. Outfit7 continues to grow a robust licensing programme, debuting products from dozens of licensing partners, including 20 signed since the beginning of 2015.

The 3D animated series Talking Tom and Friends premiered this past spring and has cemented an audience amassing over 70 million views on YouTube in its first three months. The 52 x 11-minute episodes planned feature the voices of Colin Hanks and Tom Kenny.

The series chronicles the adventures, hijinks and inventions of Talking Tom and his friends as they shoot their own reality television show.

Fans of Talking Tom and Friends can find toys, games and puzzles, paper goods and stationery, back to school items and more in stores around the world. New partnerships include Yadin, which will produce electronic toys and outdoor seasonal items such as kites in Israel. For publishing, China Huyou.com, Huyou network International Culture, is producing storybooks in China, Burda in Romania and DZS in South Eastern Europe. AST launched a Talking Tom and Friends branded comic book last year, which is gaining momentum in the Russian market.

Outfit7 is seeking global partners to support and further develop the brand’s consumer products programme which now stands at more than 50 licensing partners producing over 1,000 SKUs from all parts of the world.

Toy World 84

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UL and the UL logo are trademarks of UL LLC © 2015.

Brand Licensing Europe 2015

Start Licensing

020 8337 7958 | www.startlicensing.co.uk Stand F040 Start Licensing will be showcasing Paul Lamond’s recently launched Jacqueline Wilson board game and jigsaw puzzles this year. The board game, which includes trivia questions about the books and characters, was created with direct input from Jacqueline as well as her well-known illustrator Nick Sharratt.

Start Licensing is keen to meet with arts and crafts companies which have a view to developing further licences, particularly using Hetty Feather – one of Jacqueline’s most recent popular creations. Hetty Feather is now a BBC TV series and a successful theatre production.

The company will also be featuring Olly the Little White Van, which is broadcast on Milkshake and is an ideal licence for toy companies that place a specific focus on vehicles.

Start Licensing will also feature The Beano at the show, which is licensed to Paul Lamond Games for gift lines and Gibson Games for jigsaw puzzles. Kids@Play is developing a Dennis the Menace go-kart. The evergreen brand has inspired an award winning merchandise programme targeting the gifting markets.

DC Thomson also continues to build a successful range of consumer products around Dennis the Menace and Gnasher for children. The thriving licensing programme inspired by the star characters from the Bafta nominated TV series on CBBC covers all key categories including best-selling books, toys and accessories, apparel, gifts and stationery and digital products.

Another comic strip represented by Start Licensing is Chef and Sue which is featured in the Waitrose newspaper and the company is working withThe Puzzler Magazine which is an ideal licence for puzzle based products.

Finally, Start Licensing is hoping to meet companies that would be interested in developing a range of gift and novelty products using the Tango licence, which is currently proving to be successful.

Zodiak Kids

020 7013 4004 | www.zodiakkids.com Stand B020 Mister Maker’s Arty Party will take centre stage at Zodiak Kids’ showcase, as well as displaying its updated brand identity and packaging to introduce the rebranded and refreshed product range into retail after the broadcast launch.

As one of the top 10 most mentioned TV shows in Lima’s recent UK brand trends report, Mister Maker’s Arty Party is in its seventh series and will air in spring 2016 on CBeebies. It is also in the top 10 for the most mentioned licences amongst parents of children aged 0-2 and 3-6.

Aimed at 6-12 year old girls, LoliRock has obtained several licensing deals in France including; Hachette (publishing), PVC figurines (Comansi), Sahinler (textiles), DVDs (France TV), a McDonalds Happy Meal campaign and a promotion at Flunch Restaurants. Zodiak Kids will be looking out for international territories at BLE. Zodiak Kids will also be representing new mixed media pre-school series Floogals, which launches on Sprout US in early 2016. Returning to BLE will be The Ranch with a second season which launches on TFI this autumn. The accompanying range of novels has now sold over 250,000 copies in France with its 12 edition series to date.

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3 Billion reasons why we’re #1 in the world of digital MY TALKING TOM: 3rd most downloaded game in 2014*

MERCHANDISE: Lifelike toys and an exciting range of consumer products

For licensing opportunities, please contact: * Data source App Annie Index 2014

Licensing@Outfit7.com • www.outfit7.com

Brand Licensing Europe 2015

Saban Brands

+310 557 5230 | www.sabanbrands.com Stand D005 Power Rangers Dino Super Charge will debut on Nickelodeon in the US in early 2016, followed by a global roll-out. Saban Brands is also working in partnership with Lionsgate to develop a live action feature film based on the series, slated for an early 2017 release.

Popples is a new comedy series to launch exclusively with Netflix, and will be accompanied by a full consumer products programme lead by global master toy licensee, Spin Master.

Signature plush toys arrive in the US in December 2015, followed by a global roll-out across multiple categories and channels in autumn 2016.

Saban Brands has collaborated with Cirque du Soleil Média and recently announced an original pre-school property Cirque du Soleil – Luna Petunia, a Netflix original for kids paired with a comprehensive consumer products line, interactive digital content and a potential live tour.

Emojiville was originally announced as a web series in partnership with Jakks Pacific. The first Emojiville short was so well received at Licensing Expo that the property will now launch as a full television series in 2017. Jakks Pacific will support with a full consumer products and toy line plus mobile and online extensions of the brand, while Saban Brands leads content, distribution, marketing, promotion and other licensing.

Sesame Workshop 020 8563 6400 | www.sesameworkshop.org Stand E070

With a new lineup of products coming in 2016 from new licensees, Sesame Workshop has announced the expansion of The Furchester Hotel licensing programme.

Airing on CBeebies, The Furchester Hotel is a series aimed at 3-6 year olds set in a hotel run by monsters, featuring wellknown characters Elmo and Cookie Monster from Sesame Street.

The show is produced

by Sesame Workshop, the in-house production team and CBeebies. It has satisfied the need for local programming and provides licensees with a new opportunity to target the pre-school market.

Alfred Franks & Bartlett for eyewear, PMS for amusement plush, clocks, balls and pillows and Zak Designs (Melamine) have all come on board, joining an already established roster of partners.

Having already contributed innovative and creative products, Hasbro is introducing the TV advertised talking Phoebe and Elmo plush and a suitcase playset. Complementing Hasbro, publishing partner Penguin and magazine partner Immediate Media will be joining the market later this year, along with Abbey Home Media for DVDs, Aykroyds & TDP Licensing for underwear and nightwear, Fashion UK for outerwear, Gund for gift plush, Jumbo for puzzles and games, Kokomomo for toiletries, Posh Paws for bags and Roy Lowe for socks.

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The Pokémon Company

020 7381 7009 | www.pokémon.com Stand F070 The Pokémon brand will be celebrating a milestone in 2016, as it reaches 20 years since its establishment.

The Pokémon Company recently announced a partnership with KidZania for the inclusion of a Pokémon Animation Studio within its educational entertainment experience. This will see children learning about the fundamentals of animation within a studio setting, where they will also be able to select a number of Tomy Pokémon figurines to produce their own film masterpieces.

On the retail front, The Pokémon Company International has announced its first ever retail activation with Smyths Toys. The activation involved a cross-category display unit for the TCG cards, toys, video games, as well as the exclusive Pokémon Trading Card Game and digital distribution of a rare Legendary Pokémon.

In the UK, the brand has recently secured several new licensees including GB eye for posters and gifts, Character World for bedding, Danilo Promotions for calendars and Aykroyds & TDP Licensing for nightwear and underwear.

Come and see us at at BLE, stand number B100 Please contact Helen Howells Joint Managing Director helen.howells@hohoentertainment.com t• +44 (0) 207 682 3154 w• www.hohoentertainment.com Puffin Rock ® © 2015 Cartoon Saloon ltd., Dog Ears ltd. and Penguin Books ltd. All rights reserved.

Brand Licensing Europe 2015

Warner Bros.

Consumer Products

020 7984 6100 | www.warnerbros.com Stand E030 Warner Bros. Consumer Products (WBCP) returns to BLE in order to highlight key developments from within its popular entertainment franchises and honour its licensing partners.

Scooby-Doo leads the classic animation pack as brand new content and Lego Scooby-Doo rolls out across EMEA, and WBCP continues to build upon its 15-year relationship with Character Group with the launch of new toy lines and distribution in new markets. Looney Tunes will continue to drive new trends with new partnerships such as Hare Jordan for Nike and haute couture apparel and accessories with Moschino. Also in the spotlight are three shows from Warner Bros. Animation that will bring life to WBCP’s classic animation slate: Wabbit—A Looney Tunes Production, Be Cool Scooby-Doo! and a new series of The Tom and Jerry Show, all of which will partner with top-tier licensees.

Currently in production as part of an expanded creative partnership between Warner Bros. Entertainment and J.K. Rowling, Fantastic Beasts and Where to Find Them is the first in a new film series from Rowling’s world of witches and wizards, inspired by Harry Potter’s Hogwarts textbook Fantastic Beasts and Where to Find Them, and the adventures of the book’s fictitious author, Newt Scamander. Fantastic Beasts and Where To Find Them will mark J.K. Rowling’s screenwriting debut and will be fully supported by WBCP, with global partners offering fans a licensing and merchandising program. The Harry Potter franchise continues to expand in the themed entertainment space and engage fans across the generations.

Hoho Entertainment 020 7682 3154 | www.hohoentertainment.com Stand B100

Hoho Entertainment is presenting Cloudbabies, the CBeebies series featuring four childlike characters whose job it is to look after the sky. The series has now been sold to numerous territories including Australia and Germany. Earlier this year it was announced that IVS group was appointed as the master toy partner for Cloudbabies, Global Solutions as the dressup partner and Zippy as the new baby and toddler clothing licensee for the brand. Zippy is developing a range of baby and toddler apparel and accessories for Cloudbabies including bibs, night and day wear and more that will launch this autumn.

Mimi and Bibi is a fashion brand aimed at 5-9 year olds and includes an interactive storytelling iPad app. The brand’s style mixes together the theme of ‘bubble-gum fun’ and gothic grunge.

Earlier this year Hoho joined forces with a new digital platform, TotallyTween, a safe and secure online environment for 8-12 year old girls.

Covering film, books, fashion, health, crafts, cookery and more, the platform is created for tweens by tweens. The collaboration will see each episode of Mimi & Bibi develop input and interaction from the TotallyTween audience.

Hoho has been appointed as the global licensing agent for multi-platform pre-school property Puffin Rock.

Currently airing on RTE and Nick Junior in the UK, Puffin Rock is an animated series about a family of puffins who spend their days exploring the natural environment of their island home.

Narrated by Chris O’Dowd, the series is a co-production between Cartoon Saloon, Northern Irish children’s media company Dog Ears and global book publisher Penguin Random House with the support of Northern Ireland Screen and the Irish Film Board.

Netflix and a number of international broadcasters including SVT Sweden, NRK Norway, DR in Denmark, RUV in Iceland and ABC Australia have already picked up the first series and a second series is currently in production for transmission in spring 2016. Penguin Random House will also be publishing a range of books to complement the series in 2016.

Hoho Rights will be launching Puffin Rock at BLE and looking to secure UK licensee and retail partnerships as well as international licensing agents.

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For further information contact Gayle Tarrant email: gayle@lislelicensing.com Tel: +44 1937 544 779

Brand Licensing Europe 2015

ITV Studios Global Entertainment 020 7157 3186 | www.itvstudios.com/merchandise Stand D040

ITVS GE continues to add partners which capture Thunderbirds Are Go’s central themes of adventure, rescue, gadgets, vehicles and team work while incorporating new technologies and components to attract modern day audiences.

ITVS GE has signed Spin Master for a Thunderbirds Are Go product line. Launching at retail worldwide from autumn 2015, the range will include Meccano, Stomp Rocket and Titan Glider products.

Christys by Design and Global Solutions for Clothing are launching children’s hanging dress-up costumes inspired by the characters in the show. MV Sports’ line of outdoor toys includes scooters, bikes and skateboards, while Kids@Play is developing a range of inflatable rockets, ball parks and pools. Kokomo’s personal care products for children also cleverly double-up as bath toys.

The range from master toy partner Vivid Imaginations has started to hit shelves across the world. The roll-out has been supported by a strong above-the-line campaign including TV advertising and in-store promotions. Vivid’s range consists of playsets, figures, vehicles and role-play. The Interactive Tracy Island playset is receiving significant praise from UK retailers and is tipped to be a best-seller for Christmas.

ITVS GE will also showcase opportunities for the Playmobil inspired Super 4, digital game Cut the Rope, music brand Village People and historical drama Poldark.

The licensor is currently seeking licensing partners in key categories including apparel and accessories, homewares, gifting, stationery and personal care.

Blue Zoo

MGA Entertainment

0207 434 4111 | www.blue-zoo.co.uk Stand DOO3 Blue Zoo launched in 2000 and has recently celebrated its 15th birthday. It continues to work on its children’s animated TV shows, including Get Squiggling and Olive the Ostrich, showing on Nick Jr and Milkshake.

Alphablocks aims to help children to learn to read and write through phonetics, through the story of 26 living letters who find out that when they hold hands to make a word, it comes to life. The episodes continue to broadcast on CBBC. Egmont published four Alphablocks story book titles in 2015 with more to be released in 2016. Abbey Home media has released five DVDs and Ravensburger has launched a 24 piece giant floor puzzle. Four future apps are planned to launch in the upcoming year. Blue Zoo is looking for licensees for stationery, toys, board games, apparel and bedding.

Digby the Dragon is based on original work from Sally Hunter, creator of the preschool property, Humphrey’s Corner. It is a nature inspired comedy animated for children aged 4-6 years old. Nickelodeon & Viacom Consumer Products has acquired consumer products rights in the UK and Ireland, with Aardman Animations having acquired international TV, DVD and digital sales rights. Nickelodeon UK has commissioned the programme to launch on its pre-school channel, Nick Jr, in autumn 2016.

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07881 804319(Tina-Louise Foster) | www.mgae.com Stand C040 (C/O Biplano, MGA agent for Iberia and France) The Bratz brand relaunched globally this August with full TV advertising, PR and social media campaigns. A comprehensive licensing programme will roll out during 2016 including all key categories; apparel and accessories, health and beauty, electronics, home, arts and crafts, stationery, confectionary and gifts.

New entertainment property Project Mc2 launched on Netflix as an original series in August 2015 and capitilises on the popular STEAM (science, technology, engineering, arts and maths) trend.

With the tagline Smart is the New Cool, the property is aimed at getting children aged seven upwards interested in STEAM subjects and careers. There are doll and experiment lines launched, with publishing in the works for 2016. The product line echoes the show, with lifelike dolls and science experiments to perform at home. MGA will be showcasing the licensing opportunities for the brand at BLE. Little Tikes appeals to both boys and girls up to the age of six years, and gets imaginations in motion through active and imaginative play. MGA is expanding its trusted heritage brand into categories outside of the traditional toys, such as food and beverage and home and apparel, and will be available at BLE to discuss licensing opportunities.

Come and see us on stand G020

» Europe’s

largest construction brand

» Over I million machines » 70 years heritage » In the dictionary » Over 50 licensees » Licensed retail sales over

#digtheadventure m y f irst

£85 million per annum

» Experiential

partnerships across the UK

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JCB Consumer Products Tel: +44 (0)1889 593499 email: sam.johnson@jcb.com www.jcbhighstreet.com

20/08/2015 12:47

Brand Licensing Europe 2015

Lisle International

JCB

01937 586 237 | www.lislelicensing.com Stand E045

Lisle returns to BLE this year with an array of licences to suit multiple categories, plus some new properties making their London debut.

Nitro Circus is one of the latest brands to join the Lisle portfolio, with the team being appointed as UK agent to sign third party licensing and retail deals for this youth entertainment and action sport property.

Since its arrival on Milkshake last year, Pip Ahoy! has continued growing as a TV show and brand. Now broadcasting on both Channel 5 Milkshake and Cartoonito, the show continues to entertain children aged 2-5 years.

Master Toy, apparel, DVD and app categories have been secured.

Studio Pets by Myrna is pet imagery brand. Much of this brand can already be seen on products such as greeting cards from UK Greetings, stationery, posters and mugs, from Pyramid International, and Moonpig online personalisation. Licensee categories are available across home textiles, apparel, gifts and publishing.

Masha and the Bear is an animation property which has been growing steadily in the UK. Master toy, apparel, publishing and vending plush signings have all been secured, but with broadcast platforms across Cartoonito and a global top five YouTube channel, there are still licensing opportunities available for the brand.

01889 593 499 | www.jcb.co.uk Stand G020 JCB will be celebrating its 70th anniversary with a new stand design featuring scaffolding, bricks and new lifestyle imagery.

JCB has established itself as a durable brand recognised globally, and plans to further develop its child and adult product offerings. 2014 was a successful year for the brand, with the retail sales value of licensed products exceeding £85m.

Its latest campaign, Dig The Adventure, encourages children and their parents to get active and to explore the world around them. JCB will also be showcasing its new collections of hard wearing outdoor clothing.

Visitors at the show can view the new range of toys, targeted at different age groups. With new licensing partnerships now in place, JCB can expand its product offerings into new categories.

Families now have a unique opportunity to further engage with the JCB brand, through numerous experiential partnerships which have opened up all over the UK in 2015. Families can navigate a giant maze, drive real machines at Diggerland, become a young builder at Gullivers Kingdom and scoop ice cream. The end of 2015 will see a footfall of over £4m per annum through JCB themed attractions in the UK. Expanding abroad with the USA’s first Diggerland theme park, JCB will continue to bring the brand to life for new audiences internationally.

Sega

020 8996 4594 | www.sega.com Stand C030 2015 sees the continued expansion of Sega’s Sonic Boom licensing programme, driven by the new CGI TV animation. Packed with action, adventure and comedy, the series is already proving to be a hit with fans. The show is set to roll-out across other EMEA territories from late 2015 into 2016.

The Sonic Boom licensing programme is anchored by Tomy and is looking to extend into multiple categories across EMEA such as publishing, apparel, accessories, back to school and more.

The Classic Sonic franchise, also available for licence, celebrates the heritage of this global gaming icon. Celebrating his 25th anniversary next year, Sonic has an ever growing fan base with over five million Facebook fans. To date over 200 million video games have been sold or downloaded across multiple platforms worldwide.

Sega will also be seeking licensing partners for its other brands which include the Retro Collection, Altered Beast and Ecco the Dolphin, as well as Football Manager and Total War, both award-winning PC strategy games with a large, loyal fan base.

Toy World 94

Brand Licensing Europe 2015

UL

0118 927 3340 | www.ul.com Stand G090 As an independent provider of third-party testing, audit, inspection and responsible sourcing services, UL can help to mitigate risk and ensure compliance with regulatory requirements and brand specifications. Covering a variety of licensed products including toys, nursery, premiums, apparel, homeware and electronics, UL also has extensive experience in helping licensors and licensees to develop, implement and maintain customised end-to-end quality assurance programmes.

Through its global network of accredited laboratories and active involvement in the development of international safety standards, UL can help provide confidence in the quality and safety of licensed products, and help launch products that benefit both consumers wherever they source or sell.

At BLE, UL’s experts will be on hand throughout the show to offer advice on how to help ensure companies licensed products comply with brand specifications, as well as international safety standards and regulations such as the EU Toy Safety Directive, ASTM and Reach.

Aardman Animations 0117 984 8485 | www.aardman.com Stand F010

Shaun the Sheep, Morph, Wallace & Gromit and Creature Comforts have given Aardman Animations a solid reputation.

2015 saw the release of the Shaun the Sheep The Movie and a new Shaun the Sheep series as well as a brand new feature film, Early Man, starting production.

Celebrating its 40th anniversary in 2016, the studio is working on a range of new content, live events and exhibitions to reward existing fans, build new audiences and to inspire the next generation of film makers, to mark the occasion.

The Copyrights Group 020 8563 6400 | www.cplg.com Stand G40

Paddington is the highest grossing film made by a non-US studio. Following new partnerships, new international products will be launched in 2016, including toys and plush, apparel, footwear, accessories and books.

A publishing programme from Harper Collins sees new book formats and special editions launching this year alongside a new audio book, narrated by Hugh Bonneville. Promotional activity from Studiocanal this autumn will support the DVD. Fungus the Bogeyman will be brought to life this Christmas when he appears on Sky1.

Fungus is particularly suited to novelty products, confectionery and apparel.

Rovio Entertainment 0207 888 300 | www.rovio.com Stand D030

Rovio Entertainment returns to provide updates on the up and coming Angry Birds movie and its consumer products programme, which is attracting partners such as Lego and Spin Master.

Due for release in May 2016, The Angry Birds Movie is being produced by Rovio Entertainment in association with Sony Pictures Entertainment.

Angry Birds is the most downloadable game of all time with over three million downloads in five years. The brand boasts 90% awareness around the world, and it is this popularity and awareness that is demanding quality consumer products on a huge scale.

Rovio will reaffirm its long-term commitment to the Angry Birds franchise through a licensing strategy focusing on building and maintaining relationships with best-in-class partners and expert licensing agents with deep local knowledge.

Bulldog will showcase big brands such as Garfield and Plants vs Zombies, the action hit from PopCap games company EA. It is also representing five major properties owned by The Jim Henson Company. Other Bulldog properties include Life, Bullseye, Mr Bloom’s Nursery and Wolfblood.

The Care Bears will launch a Build-A-Bear in 2016 where fans can create their own stuffable toys and choose from a range of add-ons and accessories to personalise their bears. In the last 10 years, over 100 million plush bears have been sold.

Carte Blanche Greetings will be showcasing its key brands, Tiny Tatty Teddy, Pudsey the Dog and its flagship brand Me To You. It will also unveil exciting plans around Tatty Teddy’s 21st year, with celebrations officially beginning in 2016.

Alison Green has partnered with Deer Little Forest creator Jo Rose to write a picture book.

In the UK, DLF continues its monthly activity pages in Get Busy and Busy Time, and the first app launches this autumn with 12 new games, including a card-maker featuring Jo’s greeting cards.

Discovery Consumer Products will be at BLE 2015 to explore new licensing and brand extension opportunities for its core properties

including Discovery Channel, Discovery Adventures and Animal Planet.

books, style brand Model’s Own and the Rocket Challenge.

DRi Licensing’s top brands Miffy and Roald Dahl have celebrated anniversaries and product launches this year, with more in store for 2016.

Miffy will be celebrating her 60th birthday with a new publishing programme and pre-school product launches. The BFG, Matilda and Charlie and the Chocolate Factory will also see a new licensing direction installed.

Sony Computer Entertainment Europe will be showcasing new multi award-winning action gaming brand Horizon Zero Dawn, the latest instalment of the successful Uncharted series. It is set for release on Playstation 4.

FremantleMedia Kids & Family Entertainment’s key properties include the reboot of 80s animation Danger Mouse and pre-school shows Kate & Mim-Mim and Tree Fu Tom. Danger Mouse will launch on CBBC in the UK in September, and internationally from spring 2016 onwards. Jazwares will manufacture a range of Danger Mouse toys with an initial launch in the UK and Ireland in spring 2016.

Ink Global is presenting Masha and the Bear. The property boasts hundreds of licensing partners, with a recent BrandTrends survey rating it as the third-placed favourite brand in Europe.

Rocket Licensing will be putting Ghostbusters in the spotlight, along with representing The Very Hungry Caterpillar, Breaking Bad, The Grinch, Mrs Brown’s Boys, The Smurfs, Ruff-Ruff, Tweet and Dave, Gas Monkey Garage, the A-Z guide

Studio 100 will be exhibiting global animation brands Maya the Bee, Heidi, Blinky Bill and live action rock bands K3 and Ghost Rockers. With an extensive programme of long-term investment for its flagship property Maya the Bee, a second series is due to be launched in 2016 to continue the story.

Topps Europe will be showcasing a number of its licensed product ranges across sport and entertainment at BLE. The company has invested heavily in acquiring popular licences including Premier League, UEFA Champions League, Star Wars, Lego, Minions, WWE, World of Warriors, Shopkins, Marvel and Disney’s Frozen.

Twentieth Century Fox Consumer Products will showcase its portfolio of top entertainment brands, available for multi-category licensing programmes. In addition, new TV series including Fox’s hit show Empire and Scream Queens will be showcased alongside top animated brands The Simpsons and Family Guy.

Please contact Ian Downes at Start Licensing 0208 337 7958 ian@startlicensing.co.uk The Beano ®© & associated characters TM ©DC Thomson & Co. Ltd. 2015

Toy World 97

BLE Stand Number: F040

Allegedly

The New York Times recently ran a fascinating warts and all expose of life inside Amazon’s Seattle HQ. It seems that the appalling conditions in Amazon’s warehouses which were exposed several years ago – where ambulances were on standby to take people who keeled over in the heat to hospital – are matched by an office culture that one Guardian journalist described as “comically horrific.” Over the years, the toy trade has taken its fair share of flak over Chinese factory working conditions, so to see tales of bullying, intimidation, genuinely sick people being eased out of jobs and a general poisonous atmosphere in one of the globe’s most famous companies puts things into perspective. One of the most memorable quotes in the article comes from a recruitment company, which admits that former Amazon employees are known locally as ‘Amholes’, presumably as a result of this questionable culture rubbing off on them. Of course, no-one is forcing people to work there, and this article will probably dissuade the kind of person who would hate to work in such an environment from applying for a job there in the first place. But equally one would imagine that many potential good employees may now think twice about signing up to work in such a bear-pit….

Star Wars figures which are retailing for £9.99 in the UK are currently on sale in Walmart for $6.74.

The UK media has long struggled to understand why the UK price in £ is traditionally the same as the US price in $, but when there is such a disparity - effectively making the figures twice the price in the UK - it was perhaps hardly surprising that ‘rip-off Britain’ headlines made an unwelcome reappearance in certain national dailies….

So how did Force Friday turn out? I guess to some degree it depends how you are judging it. If you look on it purely as a PR stunt to drive awareness, I think it’s fair to say it did its job pretty well: the launch achieved a strong media presence, to the extent it almost became blanket coverage in some quarters. However, as a transactional event, one wonders whether the verdict would be so clear cut: a respectable number of collectors turned out at an ungodly hour to get their hands on the new merchandise, but apart from a few isolated incidents, it could hardly be described as a crush.

Stores inevitably ran out of certain items very quickly (to the chagrin of people still queueing outside the shops), but that was as much about the volume of stock available than the quantities being sold. As Disney had decreed Force Friday be moved earlier in the calendar than had originally been suggested, it was always going to be difficult for suppliers to react, especially with the level of global demand. Perhaps it was for the best that stock was restricted at the midnight openings: greater availability would probably have led to mass purchases that went straight in the loft or on ebay.

Better to let everyone have a fair crack….

Congratulations to the toy company winners in this year’s licensing awards: Flair for Shopkins, Rubies for its Frozen Dress-Up range and The Entertainer for Pre-School retailer. There were also wins for EOne (Peppa Pig), Mattel (Barbie), Nickelodeon (Turtles), as well as Minions and Minecraft. Some things don’t change: the presentation does go on a bit - perhaps proceedings might not have been so protracted had Mattel’s Simon Price not had to double air-kiss the entire staff of the Primark head office on stage as they collected their trophy - and even host Alexander Armstrong (half ) joked that the whole event was hideously over-sponsored. But arguably none of that matters: it’s always a good night out and a chance to catch up with friends and colleagues from the licensing community. As for whether it warrants the licensing community spending well in excess of £1million on a party, that’s for them to decide….

One wonders what Wal-Mart would make of such extravagance. According to Bloomberg, the retailer wrote to suppliers earlier this year, telling them to cut back on marketing and promotions and use the savings to lower their prices. Wal-Mart is also apparently asking suppliers to pay to use its distribution centres and warehouses, as well as for shelf space in new stores, while at the same time telling suppliers it will take longer to settle invoices.

As is often the case, it all seems a little one-sided and by all accounts some suppliers are not taking the new measures lying down. As for cutting spending on marketing, it is debatable how well that particular request would go down in the toy trade, but it’s often the case that measures adopted

by American retailers are borrowed by their UK counterparts, so it may yet surface as a talking point in the future….

There have been a few notable appointments in recent weeks: David Ripley has joined Groupon in a consultancy role across the toys, kids and pet division, while Rachel Middleton- Smith has joined Jakks as trade marketing manager and Melanie Beer has re-joined Amscan as licensing director….

Toys R Us is apparently negotiating with the new owners of New York’s Brill Building to re-locate its flagship Manhattan branch and the former FAO Schwartz store to this hallowed building. When I first visited New York over 20 years ago, the Brill Building was on the list of New York landmarks I wanted to see: like Liverpool’s Cavern Club or Manchester’s Hacienda, it is a legendary place for fans of a certain type of music. On one level, I don’t recollect that the building itself is particularly suitable for a large retail venture (especially the iconic frontage, which it would surely be a shame to destroy), but on the other hand, if someone has to take up residence, the unbridled fun and creativity of a toy store would at least be in keeping with the ethos of the former legendary song writing palace.

THE #1 SHOW FOR CREATIVE KIDS!

BRAND NEW

MISTER MAKER’S ARTY PARTY FOR 2016 ON CBEEBIES 87% of all children aged 4-6 in the UK have watched Mister Maker* Mister Maker is the highest rating morning programme on CBeebies** Lima Brand trends 2015 shows Mister Maker in Top 10 most mentioned TV shows Over 156 million views on Mister Maker YouTube channel UK 2015/2016 National Tour – over 100 shows

*Source: BARB from launch to date (17th Sept 2007-8th Sept 2015) ** Source: BARB for children aged 7-9 (1st Jan-8th Sept 2015 – across the morning 0600-1200)

BLE Stand No. B020 zodiakkids.com Claire.shaw@zodiakkids.com

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16/09/2015 14:44

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